Dozing off on the chairlift?
Need a little more pep so you don't stall out mid-mogul?
Well, dear ski enthusiast, you might want to point your tips toward the world's very first ski-through Starbucks.
That's right: Your Joe to go while still on the snow. You never have to leave your skis to get all the buzz you please.
The coffee joint is located 8,000 feet above sea level at Squaw Valley ski resort near Lake Tahoe. And it's not just a dinky little ski-in, ski-out shack with a shivering barista inside. The place is a fully-functioning Starbucks outlet, with lots of indoor seating, a lengthy pastry display case, and a long line of customers ready to throw five adjectives into their coffee order.
"We actually worked with the senior designers at Starbucks," says Squaw Valley CEO Andy Wirth. "This is like nothing else they've ever done and it's certainly never been done in the ski industry."
Wirth helped open the 'bucks with a ribbon-cutting ceremony, but true to the location, instead of scissors, he used a pair of customized skis to slice the ribbon. It was a pretty neat show for a pretty cool concept. And appropriate as well: If there's one thing Starbucks knows, it's how to generate a buzz.