The Tragic Cancellation of the Daring Whistler Alpine Meadows Vision and Controversy Surrounding the Corporatized Replacement
As an avid trail runner myself, I was captivated when the bold new Whistler Alpine Meadows 50-mile race launched in 2016. The visionary organizers saw the booming popularity of ultra and mountain running globally – participation in iconic races like Ultra Trail du Mont Blanc swelling 20% yearly – and aimed to bring a supreme technical challenge to the North American scene.
9,000 feet of lung-busting ascent across Whistler’s majestic alpine terrain. No pacers, no aid beyond basic water stations. They sought to capture the awe-inspiring essence of European skyrunning – one athlete traversing craggy, exposed ridges under their own grit and determination.
I long admired this race from afar, watching as the directors faced immense logistical challenges – rerouting courses to avoid sensitive wildlife habitats, conflicting with a Beer Festival strangely scheduled the same weekend. But their passion shone through as they persevered. By last year, the event attracted over 550 runners, including elites like Gary Robbins, and raised $125,000 for community funds. They organized an army of volunteers contributing over 5,500 hours combined to make the operationally complex race shine. Runners nationwide buzzed at the chance to test their limits on its breathtaking, quad-crushing course.
Then the tragic announcement came this February. After insurmountable roadblocks securing 2023 permits and breakdowns communicating with Whistler administrators, the race was cancelled. Confusion and sadness swept through the trail community as we mourned the loss of this homegrown vision advancing the sport locally and in Canada.
The grief only amplified days later when the resort‘s parent company, Vail, suddenly announced a replacement – the ULTRA Trail Whistler by UTMB World Series. Details sounded strangely similar – a 50-mile race coinciding with the original WAM course. But now with the marketing stamp of UTMB – arguably the most recognized brand in ultra running – attached.
Many runners immediately cried conspiracy. That behind closed doors, once Whistler Alpine Meadows was clearly sinking under red tape, executives strategized a new corporatized event grabbing the UTMB name. A source close to WAM‘s directors seemed to confirm – stating they got blindsided by the surprise announcement from their business "partners" at the resort.
To myself and many trail enthusiasts, this smelled of trampling passion for sake of profit. Whistler Blackcomb eyeing the small but rising market of mountain event runners – willing to pay hundreds in registrations and travel costs – and wanting the showcase, big-brand race to further monetize that crowd.
But having followed Whistler Alpine Meadows‘ journey intimately from the start, seeing the very personal dedication and vision behind building this event outside traditional corporate running space – doing it for the love of the sport rather than sales targets – this ULTRA replacement reeked of appropriation. Taking the groundwork and community another group cultivated and substituting a more commercialized version.
Quantifying Whistler Alpine Meadows‘ Community Investments
- Over $125,000 donated to local causes like recreation funds and avalanche safety groups
- 5,500+ volunteer hours contributed collectively
- 550+ runners participating by 2022, including elite athletes
- Directors personally invested thousands of hours planning over 5 years
- Built extensive goodwill with Whistler trail running enthusiasts supporting the event
This quantitative data spotlights the immense investments made to progress Whistler Alpine Meadows into a premier race. By traditional business standards, one might argue Whistler Blackcomb has rights to create their own event leveraging internal resources.
But trail running exists far outside traditional business realms. It derives lifeblood from the passion and grit of individuals simply loving the challenge of feet on dirt, choosing to organize events celebrating the spectacular landscapes trails access. In this context, the actions toward WAM feel disrespectful rather than shrewd strategy.
Calls to Boycott the Corporate Replacement Race
Expectedly, outrage erupted over social media as the greater running community processed Vail and Whistler Blackcomb‘s handling of the situation. Some called the replacement race an outright "heist" trampling over the ethos of what came before. Others more diplomatically labeled it "co-opting" the essence of Whistler Alpine Meadows.
But universal agreement emerged that grassroots organizers got marginalized amid corporate maneuvering. Several prominent ultra runners and groups pledged to outright boycott ULTRA Trail Whistler in solidarity including:
- Gary Robbins
- Ellie Greenwood
- Canmore Mountain Running
- Vancouver Trail Running
Criticism further shone light on local shop Coast Mountain Trail Running, who financially supports both amateur and elite runners and smaller events. This contrasted clearly with the treatment from Whistler and Vail executives around Whistler Alpine Meadows‘ cancellation.
Battling the Corporate Commandeering of Trail Running
Undeniably major brands like UTMB bring publicity helping trail running gain broader awareness. But that same corporate involvement risks permeating the sport‘s authentic core if unchecked – athletes drawn more by hype than the primal challenge of climbing high peaks under one‘s own power.
Personally I fear iconic races become increasingly commercialized leverage points for mountains to generate lodging and hospitality profits. We must protect trail running from succumbing wholly to business metrics rather than remembering the gritty passion that drives interest originally.
The tragic loss of visionary local events like Whistler Alpine Meadows signals dangers of over-corporatization. And while some runners will undoubtedly try the new ULTRA Trail Whistler, many of us stand adamant to instead support the return of races built for love of the trails first.
Collaborating, not Colliding, with Passionate Enthusiasts is Key
This complex situation involving business interests and homegrown events colliding yields an ultimate lesson – that transparency and sustained collaboration with passionate trail running enthusiasts matters most for races to earn full community support long-term.
Neither side holds absolute fault, but a pattern emerges of enthusiasts nationally donating immense sweat equity toward building events celebrating the sport‘s primal challenge while some corporations approach that same opportunity with primarily profit motivations.
Ensuring mutually beneficial co-existence rather than collision will require enhanced communication from resort and corporate leadership. Far earlier consultation with grassroots organizers, plus clear explanations for branding decisions significantly affecting other groups, can help avoid perceptions of commandeering another’s vision unfairly, even if legally viable.
Most importantly, remembering that extraordinary races ultimately celebrate the awe-inspiring terrain trails access rather than strictly commercial aims will be vital for entities like Whistler Blackcomb and Vail to fully regain trust lost amid this controversy within the North American trail running community.