Mainebiz

V O L . X X X I I N O. X I I I J U N E 1 5 , 2 0 2 6 22 L E W I S T O N / A U B U R N / W E S T E R N M A I N E F O C U S S unday River has been in expansion mode since it opened in 1959, but in the past few years the pace of growth has accelerated to the point where in addition to drawing multi- tudes of skiers during the winter, the resort is increasingly pushing to be a summer destination. A decade ago, there were 84 ski areas nationwide offering sum- mer activities. at number is now 109, according to the most recent count from the National Ski Areas Association. Revenue from summer offerings increased in that time from $3.8 million to $6.4 million. With eight interconnected peaks, 19 lifts and 139 trails spanning 844 acres of terrain, Sunday River is Maine's second- largest ski resort, behind Sugarloaf. Both are owned and operated by Michigan- based Boyne Resorts, which also owns Pleasant Mountain in Bridgton, Loon Mountain in New Hampshire and nine other properties. No more 'off-season' With the Sunday River Golf Club, a host of summer events, additional housing development and amenities, the Newry resort is making an effort to welcome mountain lovers long after the snow melts. Warm-weather activities include golf, hiking, climbing and swimming. e resort has two full-service hotels with cafes, restaurants, a spa, fitness centers, pools and hot tubs. ere are scenic lift rides, lobster bakes, live music and some creative events — at least one involving mud. e Tough Mountain Challenge is an intentionally messy but popular annual event, held in late July. is year's iteration promises course updates, new features and lots of mud. "is isn't your average obstacle race," the event promo teases. "It's New England's most rugged, rowdy and relentlessly fun event ... [featur- ing] mud, sweat and cold beer." Resort General Manager Brian Heon says another popular annual event is the North American Wife Carrying Championship, held in October. Couples compete on a 278-yard obstacle course for the chance to win the wife's weight in beer, five times her weight in cash and entry into the World Championship. "We've hosted this event for nearly 20 years," Heon says, "and for a long time we'd see around 30 to 40 couples partici- pate. We're now fielding inquiries year- round for people wanting to know how to sign up and when registration opens." Other fall events include the Maine Brew Fest, Flannel Fest, Bluegrass Fest, the New England Cornhole Championship and a two-day craft fair with over 100 vendors. Heon adds that the greater Bethel region is a magnet for visitors, with outdoor recreation and dining options, multiple shops and cafes and proxim- ity to the Bethel Regional Airport. "And with just a short drive to Mount Washington and North Conway, this corner of Maine has the kind of out- door life that draws people in and keeps them here," he says. "We never lose sight of the fact that we are part of something much bigger than the mountain itself," Heon notes. "We have incredible partners in this community, and sup- porting them and growing alongside them matters to us deeply." Maine Adaptive and the River Fund Maine are two community part- ners, and the nonprofit Boyne Forever Foundation, launched this past January, channels support to both. Sunday River's year-round push The fun doesn't end when the snow melts B y T i n a F i s c h e r The 2030 vision is about becoming a destination that people feel just as strongly about in the summer as they do in the winter. — Brian Heon Sunday River P H O T O / C O U R T E S Y O F S U N DAY R I V E R P H O T O / C O U R T E S Y O F S U N DAY R I V E R Brian Heon became general manager at the resort in 2020, after having led operations at Wildcat in New Hampshire for seven years. The North American Wife Carrying Championship, held in October, is one of Sunday River's most popular events.

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