Case Study-Ariens Nordic Center

The Ariens Nordic Center near Brillion, Wisconsin, represents a modern benchmark for snowmaking investment in the Midwest. The total development cost for the center reached $15 million, with approximately $2 to $5 million allocated to snowmaking infrastructure. Situated on 200 acres adjacent to Round Lake Farms on the outskirts of Brillion, the center officially opened in December 2022.

Sean Becker, General Manager of the Ariens Nordic Center, is passionate about skiing and snowmaking. “The challenges to snowmaking are vast. Waiting for the perfect combination of temps and humidity to even start, let alone make it efficiently, can be tenuous.”

I’ve skied at Ariens when there was very little snow anywhere in the state. Watching the snow cannons roar and blast out snow is impressive. Becker needs to respond to ever-changing conditions. “We work to be responsible with our resources. We start with smaller complete loops to get guests on snow quickly, then we incrementally open more trails between 200-800m at a time until complete.”

Skiers, from daily users to season pass holders, have the opportunity to get on snow and stay on snow through the season. This helps skiers maintain consistency in their training. “We strive to create a world-class experience every day for each user by grooming daily,” Becker told Silent Sports.

Designed as a comprehensive year-round destination, the Center features an extensive trail network that supports a wide range of activities, including cross-country skiing, biathlon, roller-skiing, running, hiking, and more. The facility is open to the public and includes amenities such as lighting, a paved roller-ski loop for off-season training, fat bike trails, and a 20-point biathlon range. It is an official national Biathlon Training Center.

The Center augments its recreation facilities with hospitality services. Round Lake Farms features include dining options and events. Its year-round programming encompasses recreational and competitive sports, community events, educational initiatives, and entertainment opportunities.

The World Snowshoe Championships took place at the Center from December 19 to 21. The competition attracted athletes from around the world. In 2024, the event was held at Fuente de in the Picos de Europa mountains in central Spain, with participants from Spain, the USA, Italy, France, Great Britain, Argentina, India, Canada, and Sweden. The $16,500 prize purse is the highest for a snowshoe event in North America.

The Trailhead Building includes a US Biathlon Pro Shop, restrooms, retail outlets, and food and beverage options. The facility offers a variety of programs, including ski lessons, youth camps, field trips, and biathlon training. It is the venue for collegiate races and Olympic biathlon events and is used by the University of Wisconsin Green Bay Nordic Ski Team for training. The Kettle Moraine youth ski team, Nordic Storm, along with other Nordic programs, also regularly use the facility.

The benefits for Ariens Nordic are clear: season reliability, the ability to host regional and national events, and increased usage and membership revenue. The center’s dependable snowmaking capacity makes it an attractive venue for high-level athletes and competitions, while also supporting local recreation and tourism.