When Netflix co-founder Reed Hastings purchased the Powder Mountain ski resort complex in Utah, many wondered about his true intentions. After all, the acquisition came with a pristine natural paradise but also a $100 million debt. Hastings began by addressing part of the resort's debt, investing in four new ski lifts, and promising the construction of three new lodges. But that’s not all. He designated around 2,000 acres of the mountain for a semi-private area, accessible only to those owning nearby homes, with an annual fee ranging from $30,000 to $100,000. By attracting an exclusive clientele, he helped reduce the deficit. Then, he started acquiring artworks.
Netflix CEO’s new project is a “skiable” art museum in Utah
James Turrell, Jenny Holzer, Paul McCarthy, and many others: here is Reed Hastings’ solution for revitalizing Powder Mountain. The project, features previews and intriguing details.
Photo: Alex Goodlett
Courtesy The Artists and Powder Art Foundation
Courtesy The Artists and Powder Art Foundation
Courtesy The Artist and Powder Art Foundation
Courtesy The Artist and Powder Art Foundation
Courtesy The Artist and Powder Art Foundation. Photo: Florian Holzherr
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- Giorgia Aprosio
- 21 August 2024
Indeed, the most surprising part of Hastings' project was yet to come: an art park open year-round, showcasing prominent contemporary artworks along the ski slopes in winter and the trails accessible by mountain bike or on foot in summer.
At Powder, we want every experience—from the ski resort to the residential community to the outdoor art museum—to be intentional, and the integration of art into the mountain is a manifestation of that consideration
The art program, designed by Matthew Thompson, creative director Alex Zhang, and curator Diana Nawi (recently appointed curator at LACMA in Los Angeles), blends seamlessly with the mountain's stunning topography. Among the upcoming works is James Turrell's Ganzfeld Apani (2011), originally commissioned for the Venice Biennale, which will be installed in a dedicated pavilion along the mountain's ski slopes and bike trails. Alongside Turrell, prominent names such as Jenny Holzer, who will etch her texts into the mountain’s rocks, and Paul McCarthy, a local native, who will create an installation inspired by American West mythology, will also be featured.
I grew up in Utah, and the influence of Utah and its mountains has been a critical part of my work. A core subject, sitting in both my subconscious and conscious mind
Already installed are Susan Philipsz's sound installation, Griffin Loop's large paper airplane, and the vault covering the new ski lift, created by the duo Gerard & Kelly. The project also includes functional art, with EJ Hill, fresh from his success with the roller coasters at MASS MoCA, designing new lift systems set to debut for the 2024-2025 ski season. The list of involved artists continues to grow: Arthur Jafa, Nikita Gale, Gala Porras-Kim, Davina Semo, and Raven Halfmoon are just a few of the names joining this groundbreaking artistic initiative. The transformation of Powder Mountain promises to be not only a financial and revitalization success but also a unique cultural experiment. And it might just be the beginning of a revival of land art.
Gerard & Kelly have covered the vault over the new ski lift with a spiral pattern in the colors of the rainbow. The experience of the artwork changes depending on the light and weather conditions, enhancing the skiers' environmental awareness
Gerard & Kelly have covered the vault over the new ski lift with a spiral pattern in the colors of the rainbow. The experience of the artwork changes depending on the light and weather conditions, enhancing the skiers' environmental awareness
Paper airplanes, typically seen as a children's game, have actually played a significant role in exploring the complexities of aerodynamics. The tension between scientific rigor and the freedom of play is reflected in Griffin Loop's monumental sculptures, "Launch Intention," a series of 50-foot-tall (about 15 meters) steel paper airplanes installed in public projects across the United States. The one created for the Powder Art Foundation is the first designed by the artist to be walkable.
Paper airplanes, typically seen as a children's game, have actually played a significant role in exploring the complexities of aerodynamics. The tension between scientific rigor and the freedom of play is reflected in Griffin Loop's monumental sculptures, "Launch Intention," a series of 50-foot-tall (about 15 meters) steel paper airplanes installed in public projects across the United States. The one created for the Powder Art Foundation is the first designed by the artist to be walkable.
James Turrell's walk-in light installation originally commissioned for the Venice Biennale will be installed in a new pavilion built along the trail