However, this stigma has been completely reversed in the recent years. The LVSSR has begun completely reinventing their approach and their business model, and, needless to say, it has succeeded.
Their ‘Master Plan’ consists of expanding the existing main lodge, adding more ski lifts, improving their equipment, and creating positive brand equity by making the resort a ‘hip’ place for kids, young adults, and families alike.
Their most recent improvement has been the addition of Chair 4, a new kind of rooftop bar and grilled that was unveiled during their soft open on January 11th.
Chair 4 was built directly on top of the existing lodge; they will serve delicious grilled dishes, such as steaks and burgers, and has put a little extra love into their fully stocked bar that is sure to have all your favorite canned beers, shots, and signature cocktails.
Believe it or not, the coolest aspect of Chair 4 isn’t its bar; it is its vintage décor. The lounge is decked out in repurposed lift chairs and chair lift parts to create a cool ‘backyard’ vibe while nestled in between two majestic mountain peaks. To enter the lounge you even have to climb a real chair lift tower.
This nostalgic and sentimental approach to the décor of Chair 4 was done specifically for the loyal locals and employees of this resort. Many people have put generations of blood, sweat, tears, and money into this resort, so, for them, to see it thriving so successfully while still maintaining its traditional charm is a very special thing.
Sources: Review Journal