The Rock Snowpark

What The Rock Snowpark does

The Rock Snowpark, operating commercially as Crystal Ridge, is a single-location ski resort located at 7011 S Ballpark Dr in Franklin, Wisconsin, operated by Schmitz Brothers, LLC., Inc. The business provides a comprehensive suite of snow sports and recreation services, including day lift tickets, season passes, ski and snowboard rentals, ski racing programs, private and multi-week lessons, terrain-based learning programs, and snow tubing. It serves a regional customer base drawn primarily from southeast Wisconsin and the Milwaukee metropolitan area, with target segments including beginners and first-time skiers, families, terrain park enthusiasts, and wedding/event clients. Pricing for tickets, passes, and rentals is not publicly disclosed and is sold through an integrated online shop at shop.crystalridge.com or on-site.

Crystal Ridge generates revenue across eight distinct streams: lift tickets (one-time), season passes (subscription/recurring), ski and board rentals, private and multi-week lessons, snow tubing sessions, weddings and events at the rustic lodge, group bookings for corporate/school/team sessions, and bundled Stay and Play accommodation packages. Distribution is direct-to-consumer via the company-operated e-commerce storefront and on-site point-of-sale, supplemented by direct sales for group bookings and event venue inquiries. Marketing is conducted through Instagram, Facebook, and an email newsletter subscription. The company maintains a partnership/resort network with Little Switz and Nordic Mountain, which appear to share ownership under Schmitz Brothers, LLC. No proprietary technology, mobile application, or API platform is offered, and pricing remains opaque to the public. The resort currently operates seasonally with a brief winter window and pursues year-round revenue through its weddings and events venue business.

Name

The Rock Snowpark

Legal name

Schmitz Brothers, LLC., Inc.

Website

https://rocksnowpark.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Crystal Ridge (The Rock Snowpark) is a Franklin, Wisconsin ski resort operated by Schmitz Brothers, LLC. that sells lift tickets, season passes, rentals, lessons, tubing, and rustic lodge weddings to regional families, beginners, and event clients in southeast Wisconsin.

Ownership category

akta.pro rank

Product category

Ski Resort & Winter Recreation

NAICS

Skiing Facilities (713920)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Ski Areas & Lift Operations (Independent Mountains) (THAAAJAB)

akta.pro secondary industries

Snow Tubing, Sledding & Winter Fun Parks (THAAAJAG), Mountain & Alpine Lodges (THAGAIAE)

Keywords

• Ski resort operations
• Winter recreation services
• Ski and snowboard instruction
• Snow tubing attractions
• Wedding and event venue hosting

Headquarters

HQ city

Franklin

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Others

Revenue model

1. Lift Tickets: Daily ski and snowboarding tickets sold to visitors for mountain access.
2. Season Passes: Annual and seasonal pass programs providing unlimited access to the resort.
3. Ski & Board Rentals: Equipment rental services for skis, snowboards, and related gear.
4. Lessons: Private lessons, multi-week lessons, and terrain-based learning programs for all skill levels.
5. Snow Tubing: Snow tubing sessions and group bookings at the tubing hill.
6. Weddings & Events: Rustic lodge venue rental for weddings and special events, including catering and event planning services.
7. Group Bookings: Group booking services for ski groups, corporate events, and party reservations.
8. Stay and Play Packages: Combined accommodation and ski/recreation packages.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels4 records

Core offering

The Rock Snowpark, operating commercially as Crystal Ridge, is a Franklin, Wisconsin-based ski and snowboard resort that sells lift tickets, season passes, equipment rentals, private and multi-week lessons, snow tubing sessions, and group/event bookings. It also operates a rustic lodge venue for weddings and corporate events. The resort runs year-round as a winter sports destination during ski season and a special-event venue in the off-season.

Product overview

Crystal Ridge is a ski resort operated by Schmitz Brothers, LLC. that offers a unified suite of snow sports and recreation services. The core product portfolio centers on skiing and snowboarding (lift tickets, season passes, rentals, and racing programs), supplemented by snow tubing attractions, and professional instruction through private and group lessons. The resort also provides venue services for weddings and events, and offers package deals combining lodging with lift access. The various products are designed to serve both first-time visitors seeking beginner experiences and experienced skiers looking for advanced terrain and racing programs.

Differentiator

Problem solved

Functional benefit

Products and services

• Ski & Board Lift Tickets Day lift tickets providing skiing and snowboarding access to the resort's trails and terrain for general visitors.
• Season Passes Annual passes granting unlimited access to the resort across the ski season, with perks such as First Tracks Fridays and the Buddy Pass Snow Stash referral program.
• Ski & Board Rentals On-site rental of skis, snowboards, poles, boots, and related gear for guests who do not own equipment.
• Ski Racing Program Competitive ski racing programs and facilities for advanced skiers seeking structured training and competition opportunities.
• Private Ski & Board Lessons One-on-one instruction in skiing and snowboarding tailored to individual skill levels, available to general visitors.
• Multi-Week Lessons Progressive multi-week lesson programs designed for sustained skill development in skiing or snowboarding.
• Terrain Based Learning Instructional program using specially designed terrain features to teach fundamental skiing and riding skills, especially for beginners.
• Snow Tubing Snow tubing sessions on a dedicated tubing hill, providing family-friendly sliding activities separate from skiing.
• Tubing Groups & Parties Private group tubing bookings with party coordination services for organizations, parties, and large groups.
• Ski & Board Group Bookings Coordinated group ski and snowboard sessions for corporate groups, ski teams, schools, and other organizations.
• Stay and Play Package Bundled package combining accommodation with lift access and snow recreation for out-of-town guests.
• Weddings & Events Venue Rustic lodge venue rental and event planning services for weddings, receptions, corporate events, and special occasions, with catering coordination.

Segments4 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered minor.

• Little SwitzminorOthersPartner resort listed in the 'Explore our other partner resorts' section. Website footer indicates a network of partner ski areas under the same ownership/management group.
• Nordic MountainminorOthersPartner resort listed in the 'Explore our other partner resorts' section. Website footer indicates a network of partner ski areas under the same ownership/management group.

Scale indicators1 record

Recent moves1 record

Expansion highlights4 records

Broad incumbents

• Vail Resorts: Operator of major destination resorts and localized hills including Wilmot Mountain. Provides the broader benchmark for season-pass economics and snowsports industry dynamics relevant to any independent ski operator.
• Boyne Resorts: Multi-property North American ski and hospitality operator with smaller Midwest-adjacent hills. Relevant broader incumbent illustrating scale, lodging integration, and snowsports consolidation trends.

Direct peers

• Granite Peak Ski Area: Wisconsin ski hill at Rib Mountain offering lift tickets, lessons, rentals, and terrain park features, comparable in scale and Midwest family positioning.
• Devil's Head Resort: Ski, lodging, and wedding/events venue in south-central Wisconsin with overlapping lift, tubing, lesson, and rustic wedding offerings.
• Wilmot Mountain: Southeast Wisconsin ski hill, now part of Vail Resorts' portfolio of local hills. Comparable in geography and customer base to Crystal Ridge, but operating with larger parent balance sheet.
• Sunburst Ski Area: Wisconsin ski area providing skiing, snowboarding, and lessons; comparable in size, geography, and lesson-driven service model.
• Nordic Mountain: Partner ski area in central Wisconsin, also under the Schmitz Brothers family of resorts. Direct parallel in product mix (lift tickets, lessons, tubing) and regional positioning.
• Little Switz: Partner ski area in southeast Wisconsin run under the same Schmitz Brothers network. Closest direct peer, with overlapping Midwest beginner and family customer base.
• Alpine Valley Resort (WI): Southeast Wisconsin ski area with multiple peaks, lessons, and terrain parks targeting the same Milwaukee-area family segment.
• Cascade Mountain: Independent Wisconsin ski and tubing resort serving the Madison and Milwaukee markets with a similar lift, tubing, and lessons product set.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat3 records

Key risks4 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/crystalridgeski
• Instagraminstagram.com/crystalridgeski
• LinkedInlinkedin.com/company/rock-snowpark

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Rock Snowpark