FRANKLIN, Wis. –

The phrase “brutal winter” may evoke images of frigid temperatures, biting winds, and heavy heaps of snow and ice. However, for many businesses in Wisconsin, this term has taken on a new significance that transcends traditional notions of winter hardship.

The New Face of Winter

What they’re experiencing this season:

As mid-January rolls around, the most apparent sign of winter in Franklin is not the biting cold but rather the highest hill in the area: Crystal Ridge. Here, families embrace the wintry temperatures and even seek them out, creating a vibrant winter atmosphere.

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“Our snowmaking system is exceptional, meaning that even if the skies brought us no snow at all this season, we can still operate comfortably as long as the chill remains,” stated Riley Mays, the general manager at Crystal Ridge. This innovation is vital to their ongoing survival in the harsh conditions.

The frigid air is a primary factor in ensuring that every slope is accessible to skiers, snowboarders, and tubers alike. They possess the capability to produce sufficient artificial snow; however, the challenge lies in informing potential visitors of the excellent conditions available.

Crystal Ridge in Franklin

“This is our current struggle — trying to get the word out that we have exceptional conditions thanks to our snowmaking capabilities,” said Mays. Although the hill consistently remains open, other winter sports facilities may not share the same fortune.

The Struggles of Winter Sports Businesses

The contrasting reality:

On the other hand, Jeff Katzer, the owner of Rock’s Rent-All in St. Germain, which is situated near Eagle River, had high hopes for a thriving winter season when he bought the rental business. “Two winters ago, we had about 40 inches of snow sitting on the ground by now,” he recounted. “This year, we’re looking at only five inches.”

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Katzer’s livelihood hinges on the demand for snowmobile rentals, a winter activity heavily impacted by the sparse snowfall this season. “Last winter, we were unable to rent out a single snowmobile,” he lamented. “This year, the only reason we’ve managed to rent any is due to transporting them to the Upper Peninsula.”

Rock’s Rent-All in St. Germain

According to recent assessments of snow depth across the state, the current snow levels are inadequate for snowmobiling purposes. Trails require a minimum base of about a foot of snow to protect riders and the terrain. This deficiency explains why so far this January, only two counties in Wisconsin have reported “partially open” snowmobile trails.

Katzer is still hopeful that a change in weather conditions could transform his winter from challenging to manageable. “We’re well prepared for business,” he stated, “but we need Mother Nature to lend a helping hand.”

He recently received a loan of $25,000 through a federal program in June, although he indicated that it did little to aid his survival through the last winter’s challenges. The Small Business Administration had previously advised local business owners about these loans last March. However, it remains uncertain if such opportunities will be provided again this year.

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