Whistler has a distinct vibe. It’s an exhilarating and magnetic resort destination that’s known for its big mountain skiing, trailblazing biking scene, and stunning alpine vistas. And a lot of people will tell you they came here for these things, BUT, if you dig a bit, they’ll usually tell you that the reason they stayed is that they found a deeper connection, a sense of community.
And that doesn’t always happen by accident. There are people, organizations and businesses that deliberately cultivate community, and that’s who we want to showcase in this series.
Join our host, Mike Douglas, a member-at-large of Protect Our Winters Canada, pro skier, enviro nerd and Whistler local, as he shines a light on how Whistler cultivates its unique sense of community.
In video #4, we joined Avery Smith, Marketing & Events Manager, at RMU Whistler. Avery discusses supporting the community, embracing everyone and the latest IPA.
What is Rocky Mountain Underground or RMU Whistler?
It’s a ski shop with a bar problem! RMU was started in the States by two skiers, and from the start, ski culture was at the forefront of their decision-making. They made skis, and then shifted the store model to include a bar; skiers love their après!
RMU Whistler was opened in 2019 as the second of their three shops, and is employee-owned. Because the goal was to build a business where the team is afforded the opportunity to live comfortably, ski and pursue the lifestyle that has connected us all, the link to community has been strong from the start.
There’s a “50+ days on snow” policy as a job requirement for employees, which is an example of how they’ve embedded what they believe into how they do business.
What’s the Karma Keg initiative?
Karma Keg is a fundraising initiative we’ve been doing for around five years. We run them for different kinds of community groups like World Indigenous Sports and Health, Protect Our Winters, Whistler’s animal shelter, WAG, Slope Side Support Society, to name a few.
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A local charity or non-profit group will approach us about hosting an event, and we will give them 100% of the profits made from the beer and raffle during the event.
How does RMU connect with Whistler?
RMU was founded by skiers who love the mountains, so that sense of community was naturally built in from the start. We want to create a place where people come together to celebrate their adventures and plan the next one.
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One of the ways we do this is by hosting things like film screenings and clinics on things that interest skiers and boarders, like backcountry information nights. In the summer, we host ride nights, and our patio is full of bikers! We know what interests our community, and we really lean into that.
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Who comes to RMU?
I think it’s one of the wonders of Whistler that you can sit at a bar and be talking to someone who’s been here all their life, a liftie who’s here for a season, a pro athlete, or someone who’s just arrived for a holiday of a lifetime. It’s the love of the mountains that brings everyone together here, and we emphasize that in everything we do.
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This is the fourth video in our series on how Whistler cultivates community. Video one features the Whistler Off-Road Cycling Association (WORCA), video two highlights the Whistler Community Services Society, and video three focuses on Arts Whistler. Enjoy!
