Blue Mountain Resort kicked off the winter season Saturday with its second annual Ullr Fest, drawing crowds to the Valley Lodge for an evening of live music, bonfires, giveaways, and winter-themed fun celebrating the Norse god of snow.

The free public event ran from 4-9 p.m. and featured a Viking costume contest, kids zone, food and drink specials, and steep discounts on gear and apparel. Season passholders also enjoyed an exclusive party with complimentary food and beverages.

Ullr — pronounced “OOL-er” — is the Norse god of snow and skiing, a figure embraced by winter sports enthusiasts. “It’s a fun way to kick off winter and the beginning of snow season,” said Ullr Fest organizer and Blue Mountain Marketing Director Ashley Seier. “We are in our second year of Ullr Fest here at Blue Mountain, and it’s a great event for all ages.”

This year’s festival also included a moment of gratitude.

“In addition to all of our activities and celebrations, we are presenting a check to benefit the Aquashicola Fire Company,” Seier said. “We had a fire last year, and the volunteers got here fast to put it out, so we wanted to donate to help them out with new gear.”

The resort’s True Blue shop drew steady traffic with major markdowns on tuning services, clothing, and Blue Mountain-branded merchandise.

Rental and tuning manager John Milby said, “We’ll have the equipment ready for pick up on opening day. This is the lowest price of the year, and the best deal of the season.” Milby noted that the tuning shop is open daily from 9 a.m. to 4 p.m. for both personal equipment services and rental guidance.

For upcoming events at Blue Mountain Resort, visit the resort’s website.