Big Air on Elk will return to Crested Butte this March

“We’re walking on thin ice…”

Despite some contentious vocal opposition from local business owners, one of the most popular winter events in Crested Butte history will be returning to downtown on March 14. “Big Air on Elk” will bring back skiers and boarders being pulled by snowmobile from the corner of Elk Avenue and Second Street to a giant jump at Third and Elk.

 
If the past is any indication, there will be no shortage of huge air, potential carnage, photo opportunities and thick crowds. The event will close Elk Avenue to vehicle traffic for two days during what is anticipated to be the busiest spring break weekend of the winter season.
The Crested Butte Town Council debated the merits of the event for more than an hour and a half at their meeting Monday night. The event is being proposed by the Colorado Freeskier as a fundraiser for the Crested Butte Avalanche Center. Mayor Alan Bernholtz and councilmember Billy Rankin stepped down from the discussion because they both work for the Avalanche Center.
Event coordinator Liz Brower told the council that safety was the number one concern for the event sponsors. She said a crew of 20 to 25 volunteers would help keep the crowd a safe distance from the jumpers. Hay bales will be strategically placed in the landing zone. EMTs and an ambulance will be at the scene.
The event has not been held for the last two winters but the 2005, 2006 and 2007 ski seasons had a Big Air on Elk event that traditionally drew hundreds of spectators. Some of the jumpers suffered injuries and a flying skier hit a local photographer two years ago, but the event has been considered a big draw in the past.
Councilmember Dan Escalante was enthusiastic about the event’s return. “My initial thought was that I was excited,” he said. “I’d love to see the event back in Crested Butte again.”
Councilmember Skip Berkshire seconded the enthusiasm but asked if perhaps holding the event the same day as the Alley Loop, when there is already snow brought in to cover Elk Avenue, would be better timing.
“We wanted it to be a draw to Crested Butte and that Saturday is expected to be the ski resort’s biggest check-in day,” Brower explained. “A huge part of the timing decision was a big spring weekend. Plus the weather from 7 until 10 at night in March will hopefully be more pleasant than it is in January when the Alley Loop is held. But we would certainly consider that option in the future.”
When asked by town attorney John Belkin about participant waivers, Brower said the the event’s attorney was crafting a waiver similar to what Crested Butte Mountain Resort has competitors sign in the “Extreme” events.
But some of the business owners along Elk Avenue protested the return of the event. Spin a Christmas Tale owner Wayne Castka told the council that when Elk Avenue is closed to traffic, his business disappears. “Whether it is the Alley Loop or any other event that closes Elk, our business goes to about zero,” he said. “And now you want to do this when we have the most people in town for spring break? With nowhere to go on Saturday when they are setting up the event, I think we’ll see a big dip in business.”
Brower responded that the purpose of the event was to bring people from the mountain lodges down into town. “I hear your concerns but this event has the opportunity to have a positive effect for business,” she said. “Maybe the shops will stay open later like at Christmastime. I think it can draw people into the shops, especially between rounds or when they get cold.”
Castka said he had hoped the council or town staff would have at least approached the businesses about the possibility of the event. “You didn’t even come and ask us what we thought,” he told the council.
Brower said she had spent much of Monday visiting with business owners. “I visited a lot of the business in the 200 and 300 blocks of Elk Avenue getting feedback,” she said. ”It’s not our intention to surprise anyone. We want to be very open with the businesses.”
At Home in Crested Butte owner Linda Mladenka sided with Castka. “The argument that these events bring people to town doesn’t hold water,” she said. “These events always result in less business for retailers. We are down during [the] arts fair too, but we understand the desire for that event. It is tough enough to do business in this economic climate right now, let alone dealing with what we know will be down days.”
Mladenka said she knew of retailers in Crested Butte who probably would close their doors at the end of the season. She said she could be one of them. “Are the town coffers so full that they don’t need the small amount of sales tax our stores generate?” she asked. “This event will negatively impact your sales tax.”
Mayor pro tem Leah Williams countered that events like Big Air add vitality to Elk Avenue. “I think as a council we need to look at the overall picture,” she said.
Noel Adam of the longtime jewelry store Zacchariah Zypp said it didn’t make sense to have an event meant to draw people to town when the event was being held during the busiest weekend of the spring. “Why do it when it is already busy?” he asked. “And why do it in the heart of the business district? Can you relocate it somewhere else? When you eliminate parking, you eliminate customers. When you eliminate customers, you eliminate sales—and when you get rid of sales, you get rid of sales tax.”
Davin Sjoberg of Teocalli Tamale was in favor of the spectacle. He said he had spoken to several other area business owners who liked the idea as well. However, he noted it would be better timing to hold the event during the Alley Loop weekend.
“It is a cool, unique event,” he said. “I think it brings people to town and those people will stay more than the one night of the event.” Sjoberg then turned into a Swedish rapper and busted a rhyme encouraging the council to approve the event. True.
One of the newest business owners in Crested Butte, Peter Maxwell of Maxwell’s steakhouse, said he didn’t know what to expect. “Like any business, we have concerns with closing Elk Avenue. But as a restaurant and bar serving alcohol, we’ll probably do better than retail shops. This year, to get people down here from the mountain is good,” he said. He too suggested holding it next year the same weekend as the Alley Loop.
Maxwell said his employees were really in favor of seeing the event and he was willing to donate $1,000 to the town to help alleviate costs for hauling snow in and out of Elk Avenue.
Paradise Café owner Lee Dickleman said he loses business when Elk is closed for the setup of such events. He threw out several alternatives, including moving the jump to the west end of Elk Avenue between the zero block and the Forest Queen. Town manager Susan Parker said the street was significantly narrower up there and therefore more dangerous.
Dickleman suggested Big Mine Park but a Nordic event is scheduled there for the same weekend. Having it at the Four-way Stop closes the main artery to Mt. Crested Butte. He suggested holding the event on another, less busy weekend.
“It can be a good event but let’s look at logistical alternatives,” he said. “These events can be nice but to close Elk Avenue for two days for a three-hour event doesn’t make sense. There will be thousands of people on the mountain but they won’t come down if Elk Avenue is closed Friday and Saturday.”
Williams said it was probably too late to make major changes to the proposal.
Dickleman said it was his employees who would feel the pain.
Brower said her group could be flexible on the date of the event but time was running out.
She said she had attended several meetings with the town to discuss timing and logistics.
Escalante said, as a councilperson, he felt it was a somewhat last-minute request.
Berkshire said the debate had softened his enthusiasm. “I’ve been to previous ones and there is always a huge number of people,” he said. “But they may be drinking and not shopping. I think there has been a strong argument to relook at this. We need to be careful about stacking these events up.
“I don’t know any more,” he continued. ”Given the short notice and trying economic times, I don’t know if we lose or gain with this event. Maybe we wait a year and do it right. I came in all over this but now I’m not sure.”
Councilperson Reed Betz agreed with Berkshire. “I came in here all excited but am now concerned with the unintended consequences,” he said. “Do we need to race to get it together? It’s a busy time already. Is it an efficient use of the town resources? It’s a cool event and I really like it but I feel like we are walking on thin ice and it’s getting thinner.”
Councilmember Kimberly Metsch said she was confused. “People seem to perceive we are closing Elk Avenue during these events. We are closing it to traffic but this is a pedestrian-friendly town. We need to help people understand that,” she said. “Given what we are hearing from some of the businesses, is it a weird kind of lose-lose situation?”
Williams said the event would certainly have an effect on businesses, helping some and probably hurting others.
“An event like this, if done well, can help put Crested Butte on the map,” said Brower.
The council then spent a lot of time debating whether to vote on the proposal or continue the public hearing over the matter. Eventually, the council voted to approve the event but with the contingencies for the organizers to have proof of insurance, work with the business to mitigate some of the negative impacts, and list the affected businesses in their marketing.
Williams, Escalante and Metsch voted for approval of the event request, while Berkshire and Betz voted against the proposal.
“I think the time we’ve taken to talk about this is a big red flag,” Berkshire commented at the end of the vote.
Big Air will hit Elk Avenue at 6 p.m. on Saturday, March 14.