The Crested Butte News Serving the Gunnison Valley since 1999
Summit A February 20-23, Summit B February 24-27
[ By Kendra Walker ]
Next week, the mountain will be buzzing with outdoor industry experts, athletes and gearheads flocking together to connect, learn from each other, and test shiny new demo gear at the 2022 Blister Summit.
Hosted by Mt. Crested Butte’s very own Blister Review, the second annual Summit is the only consumer-focused gear test and demo event in the world, according to founder and editor in chief Jonathan Ellsworth. Participants will have the opportunity to test skis, boots and avalanche safety gear, learn from outdoor industry company founders, chat with Blister reviewers and ski with professional skiers.
For Ellsworth, the goal is to bring together some of the most compelling brands in the industry, put them in conversation with one another and invite the public to be a part of the experience and provide feedback.
“It always struck me as a bit strange that we review all of next season’s gear well in advance, but the buying public never gets to spend real time with it,” says Ellsworth. “Wouldn’t it be cool to have an event where all these brands come, bring next year’s products and invite the public into the space. Why not break that divide between potential customers and the industry?”
Another key component is to bring the industry together for an annual state of the union. “We want to bring these companies together and talk about everything from product design to issues about backcountry safety. Let’s do this once a year,” says Ellsworth. “We’re elevating the conversation taking place in the snow sports world and the response we’re repeatedly getting from brands is that we’ve never seen anything like this in our industry.”
The Summit will be divided into two sessions, Summit A on February 20-23 and Summit B on February 24-27.
Each day attendees will have the opportunity to demo gear at Crested Butte Mountain Resort or out in the backcountry with Irwin Guides. Blister has gathered an impressive lineup of brands showcasing their skis, boots and backcountry equipment, including Rossingnol, Dynastar, Salomon, Atomic, Mammut, Fischer, Icelantic, Scott, Volkl, BCA (Backcountry Access) and more.
While this year’s focus is primarily on ski equipment, Ellsworth says there will be a few snowboard products to demo as well. “Snowboarders and splitboarders are certainly welcome, and we’d love them to go on these tours. Eventually, we would love to see this open up as a snowboarding event as well. We’re building these things over time.”
Ellsworth also notes the significance of including guided backcountry tours with Irwin Guides in the registration. “We’re providing that because we think that it an important thing in the industry,” he says. “In this ski and splitboard world, we’re pushing backcountry skiing and riding. But where’s the accompanying education? Plus, there are a lot of people who have been skiing for quite a long time but have never gone into the backcountry. As an industry, if we’re going to talk about backcountry and all these amazing products, let’s give an opportunity where you can do it with professional guides and learn.”
Following each day of skiing, panel sessions will take place in the Elevation Hotel ballroom, something Ellsworth is very much looking forward to. “Last year, all of our panel sessions were done over Zoom because of COVID. This year, those panel sessions will be in person. Having that energy with a room full of people, chopping it up in real time, being able to field questions from the audience is huge,” he says. “To have the head designer of K2 or the product manager of Fischer ski boots in the room, answering questions. These are significant, sharp people of the industry coming here, and we’ll be able to have these conversations with them in real-time, in-person” he says, noting athletes Chris Davenport, McKenna Peterson, John Carlson and Wendy Fisher making appearances. “I’m really excited about that.”
Ellsworth also notes that some of the best conversations from last year’s Summit took place after the programming each day. “That’s a pretty cool part of the experience too, everybody meeting each other and talking afterwards,” he says. “Those conversations that took place after the programming were really meaningful and influential.”
Blister also plans to release videos that sit down with the brands for more in-depth conversations. “We’re going to talk about their new products, the design details of their products, where they are and what’s changing in the technology,” says Ellsworth. “We thought this was an opportunity for better consumer product information with brands that don’t typically get the occasion to share what’s good and what’s new.”
And despite last year’s inaugural Summit being scaled down because of COVID protocols, Ellsworth reflects on its success and still feels that it helped build momentum heading into this year’s event. “It was a proud moment last year when the Rossignol product manager told me this event is the future,” he says. “If you look at the brands coming in year two, the turnout is outrageous and we’re really proud to see this adoption. We feel really good about it and I’m very pleased with where we are going.”
So far, Ellsworth says registration is already three times the size of last year. He projects about 100 people in Summit A and 100 for Summit B, hailing from as far as Alaska to Vermont. “There are so many people in our international audience that want to come but international travel is still very difficult right now,” he adds. “That is something I think will tick up as COVID times change.”
And locals take note: Blister is offering Gunnison Valley residents a 50% discount on the event registration. “We wanted to say thanks to the community,” says Ellsworth. “I think this event taking place in this community of all the different places and towns somehow seems 100% exactly right to me. Up and down the Gunnison Valley there are passionate skiers and riders here.”
For Ellsworth, an event like the Blister Summit has the opportunity to positively impact Mt. Crested Butte and the greater community. “There is one place in the world where this is happening, and it’s here,” he says. “We hope people come check it out and enjoy the event.”
To learn more about the Blister Summit and to register for the event, visit https://blisterreview.com/industry-news/2022-blister-summit-what-when-how-to-join.
