(Bloomberg Businessweek) — Walk into the lobby of Breck Haus, a seven-month-old hotel and membership club in Breckenridge, Colo., and it can feel at first like a nature lover’s Soho House.
But instead of fashion-conscious creative types, fresh-eyed, fit thirtysomethings and fortysomethings dressed head-to-toe in Gore-Tex sip craft beers by the fireplace, with Aussie shepherds curled at their feet. The velvet midcentury modern couches and benches made from fur-covered lift seats are filled with just as many locals as out-of-towners.
When I went in February, its first month of operation, the crowd included plenty of skiers heading out to score first tracks. By early September, it had shifted to remote workers hunkered down at Unravel, a buzzy coffee shop anchored by a Bellwether zero-emissions roaster. The weekly events calendar, naturally Covid-19-safe, touted complimentary guided hikes up Grays Peak and free workshops on compass reading, not airy artist talks and gut-thumping DJ sets.
View this post on Instagram
Our flagship haus, your second home Our members are entrepreneurs, athletes, and families. Trail blazers, weekend warriors, thrill seekers, and four-legged friends. Our community is an inclusive group of those that have a gusto for life and the great outdoors. Become a Gravity Haus member before August 31, 2020 and receive up to 2 complimentary nights in Breckenridge or Vail! #GravityHaus #OutdoorCommunity
A post shared by Gravity Haus (@gravityhaus) on Aug 20, 2020 at 1:30pm PDT
If Soho House was intended as a gathering place for urban busybodies, then Gravity Haus Inc., Breck Haus’s parent brand, aims to be a magnet for outdoor enthusiasts. A co-working space called StarterHaus allows the work-hard, play-hard crowd to bounce seamlessly between conference calls and trail runs, and Dryland Fitness & Spa offers a state‑of-the-art gym and Japanese-inspired hot tubs. The on-site hotel