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Powder Magazine

(Written by Sam Cox - December 28, 2020)

Growing up in Montana, my winter free time was consumed by skiing. Big Sky was the destination when I was barely old enough to walk. Eventually we made the move to Bozeman and Bridger Bowl became my second home. During the early years, my family made the trek to a handful of Warren Miller movies when they were on tour in the fall and Snow Country was the magazine subscription that landed on the coffee table. I was vaguely aware of Jackson Hole, Snowbird and Squaw Valley and my father would occasionally regale me with tales of skiing (read Après) in Germany when he was in the Army. At some level, I already understood that there was something special about Bridger, but realistically, my sphere of outside influence was quite small. Christmas of 1989 turned my entire world upside down. My aunt and uncle are longtime Salt Lake City residents and Brighton skiers. Typically they would send a package each year with the customary cookies, toffee and a card. However, this year they sent two VHS tapes and a magazine - Ski Time, Blizzard of Aahhh’s and a copy of Powder. Things would never be the same for me. Scot Schmidt became my hero, Greg Stump was taking skiing into uncharted territory and above it all, Powder created an eloquent voice for our sport and was the fabric that held things together. Even at my young age, everything that I’d intuitively sensed before was distilled into a potent desire to devote myself to the simple pursuit of being a skier.

Johan Jonsson, Engelberg, Switzerland - Photo: Mattias Fredriksson/POWDER

Powder was founded in Sun Valley by the Moe brothers in 1972 as an annual portfolio of The Other Ski Experience. After several years of running the magazine, Jake and David Moe sold Powder to the owner of Surfer Magazine. A repurposed aircraft hangar in San Juan Capistrano became the new home of skiing’s most prestigious publication. Over time, there was an ebb and flow to the size of staff and cast of characters, each person leaving their unique mark. For decades Powder weathered corporate acquisitions, office relocations and the constant metamorphosis of the ski industry - never losing its voice, Powder remained the benchmark. It was a source of creativity, inspiration and a defacto annal of history. For many it was also a shining beacon, a glimpse into a world filled with deep turns and iconic destinations - even if this world could only be inhabited inside the constructs of your imagination.

My story and the impact Powder had on the direction I would take is hardly unique. The magazine left an indelible impression on countless skiers. When the news broke this fall that operations were being suspended indefinitely, a heartbroken community took to social media to pay homage to the magazine and how it changed their lives and in some cases, careers. This is my version of a tribute and it’s definitely not perfect. In order to gain some perspective, I reached out to former staff members - a collective I admire and respect. It’s an attempt to articulate the essence of Powder, capture its influence on the skiing landscape and give credit to the people who made it come to life. 

Bernie Rosow, Mammoth Mountain, CA - Photo: Christian Pondella/POWDER

HANS LUDWIG - The Jaded Local

“Skiing has always been really tribal and one of the last vestiges of having an oral history. Powder was a unique concept, because they weren’t really concerned with the family market. They were just concerned about being really into skiing. Growing up in Colorado and skiing moguls, my coaches Robert and Roger were featured in the early Greg Stump films. Being in their orbit, I knew a little bit about skiing culture and what was going on out there, but didn’t have the whole picture. The Stump films resonated with me, but Ski/Skiing Magazines didn’t really do it for me. Powder was the door that opened things culturally, it was the only entry point before Blizzard of Aahhh’s.”

“Something that nobody gives Powder credit for, is sponsoring the Greg Stump, TGR and MSP movies and giving them full support right from their inception. It legitimized those companies and helped them become one of the catalysts for change and evolution in skiing. Ultimately this change would have happened, but at a much slower pace without the support of Powder. Getting support from Powder meant they’d weeded out the posers and kooks and what they were backing wasn’t something or someone that was “aspiring” they were a cut above.”

“Powder brought a lot of things into the mainstream, raised awareness and helped to legitimize them: Jean-Marc Boivin, Patrick Vallencant, Pierre Tardivel, telemarking, monoskiing, snowboarding, the JHAF, Chamonix, La Grave, Mikaela Shiffrin, fat skis pre McConkey, skiing in South America….the list goes on.”

“I had some rowdy trips with Powder. Writing “Lost In America,” I went Utah-Montana-Fernie-Banff-Revelstoke via pickup truck, only backcountry skiing and camping in the mud. It was a month plus. I did another month plus in Nevada, which was after back to back Jackson and Silverton. Total time was two plus months. That was fucked up, I was super loose after that whole thing. So many sketchy days with total strangers”

“People forget that Powder was around long before the advent of the fucking pro skier. Starting in 1996, the magazine was in the impact zone of the ski industrial complex. There is limited space for content each season. It was a challenge to balance the pressure coming from the athletes and brands to cover something that was going to make them money vs. staying true to the Moe brothers original intent and profiling an eccentric skier, a unique location or even fucking ski racing.”

Full Circle - Photo: MJ Carroll

KEITH CARLSEN - Editor

“When I was young, Ski/Skiing didn’t do anything for my spirit, but Powder lit me up. It ignited a passion in diehard skiers and gave them a voice and community. It was focused on the counter culture - the type of people who rearrange their lives to ski. This was in direct opposition to other magazines that were targeting rich people, trying to explain technique, sell condos or highlight the amenities at a ski area.”

“Skiing has always been my outlet and mechanism to get away from things in life. My two talents are writing and photography, so I enrolled at Western State with the direct goal of landing an internship at Powder. Even at 19, I had complete focus on the direction I wanted to take. If it didn’t work out, my backup plan was to be a ski bum. 48 hours after graduating, I was headed to southern California to live in my van and start my position at Powder. When the decision was made to close the magazine, it was really personal for me. Powder had provided me direction in life for the last 30 years and I needed some time to process it. In a way, it was almost like going to a funeral for a good friend - even though it’s gone, the magazine lives on in all of us and can never be taken away.”

“It was, and will always remain, one of my life’s greatest honors to serve as the editor-in-chief for Powder Magazine. It was literally a dream that came true. I’m so grateful for everyone who came before me and everyone who served after me. That opportunity opened literally hundreds of doors for me and continues to do so today. I owe the magazine a massive debt of gratitude. Every single editor was a warrior and fought for the title with their lives. They were doing double duty - not only from competition with other publications, but the internal struggle of budget cuts, staff reductions and trying to do more with less. Powder never belonged in the hands of a corporation. The magazine spoke to an impassioned community and never made sense to an accountant or on a ledger.”

Trevor Petersen, Mt. Serratus, BC - Photo: Scott Markewitz/POWDER

SIERRA SHAFER - Editor In Chief

“Powder celebrated everything that is good and pure in skiing. It highlighted the old school, the new and the irreverent. The magazine also called bullshit when they saw it. It was a checkpoint, a cultural barometer and an honest reflection on where skiing has been and where it’s going.”

“My involvement with Powder came completely out of left field. I was never an intern or established in the ski industry. My background was strictly in journalism, I was a skier living in Southern California and editing a newspaper. I knew that I wanted to get the fuck out of LA and Powder was that opportunity. It was a huge shift going from my job and life being completely separate to work becoming my life. Literally overnight, Powder became everything - friends, connections and part of my identity. It derailed my trajectory in the best possible way.”

Brad Holmes, Donner Pass, CA - Photo: Dave Norehad/POWDER

MATT HANSEN - Executive Editor

“Keith Carlsen was a man of ideas, he had tremendous vision and influence. He came up with the ideas for Powder Week and the Powder Awards in 2001. In some respects those two events saved the magazine.”

“Powder was the soul of skiing and kept the vibe, it changed people’s lives and inspired them to move to a ski town. As a writer I always wanted to think it was the stories that did that, but in truth it was the photography. Images of skiing truly became an art form, 100% thanks to Powder Magazine and Dave Reddick. Dave cultivated and mentored photographers, he was always searching for the unpredictable image from around the world and pressed the photographers to look at things from a different angle.”

“It sounds cliche, but writing a feature about Chamonix was the highlight for me. Sitting on the plane, things were absolutely unreal. I linked up with Nate Wallace and the whole experience from start to finish was out of my comfort zone. Ducking ropes to ski overhead pow on the Pas De Chèvre, walking out of the ice tunnel on a deserted Aiguille du Midi right as the clouds parted, late nights in town that were too fuzzy to recall. The energy of the place taught me a lot. I didn’t have a smartphone and there was no Instagram - I had time to write, observe, take notes and be present with who I was and with the experience. As a writer it didn’t get any better.”

“The true gift of working for Powder, was the once in a lifetime adventures that I wish I could have shared with my family, I was so lucky to have had those opportunities. It almost brought tears to me eyes.”

Peter Romaine, Jackson Hole, WY - Photo: Wade McKoy/POWDER

DAVE REDDICK - Director of Photography

“Just ski down there and take a photo of something, for cryin’ out loud!”  “I’ve found that channeling McConkey has been keeping it in perspective. Powder’s been shuttered. That sucks. What doesn’t suck is the good times and the people that have shared the ride thus far and I’m just thankful to be one of them. There’s been some really kind sentiments from friends and colleagues, but this must be said - Every editor (especially the editors), every art director (I’ve driven them nuts), every publisher and sales associate, every photographer, writer, and intern, and all the others behind the scenes who’ve ever contributed their talents get equal share of acknowledgment for carrying the torch that is Powder Mag. There’s hundreds of us! No decision has ever been made in a vacuum. Always a collective. At our best, we’ve been a reflection of skiers everywhere and of one of the greatest experiences in the world. It’s that community, and that feeling, that is Powder. I’m not sure what’s next and I’m not afraid of change but”  “There’s something really cool about being scared. I don’t know what!”

Scot Schmidt, Alaska - Photo: Chris Noble/POWDER

DEREK TAYLOR - Editor 

“Powder was the first magazine dedicated to the experience and not trying to teach people how to ski. It was enthusiast media focused on the soul and culture. It’s also important to highlight the impact Powder had outside of skiing - today you have the Surfer’s Journal effect where every sport wants that type of publication. However, prior to their inception, everybody wanted a version of Powder.”

“Neil Stebbins and Steve Casimiro deserve a lot of credit for the magazine retaining its voice and staying true to the core group of skiers it represented.”

“Keith Carlsen is responsible for the idea behind Super Park. This was a time when skiing had just gone through a stale phase. There was a newfound energy in park skiing and younger generations, this event helped to rebrand Powder and solidify its goal of being all inclusive. Racing, powder, park, touring - it’s all just skiing.”

Joe Sagona, Mt. Baldy, CA - Photo: Dave Reddick/POWDER

JOHNNY STIFTER - Editor In Chief

“What did Powder mean to me... Well, everything. As a reader and staffer, it inspired me and made me laugh. I learned about local cultures that felt far away and learned about far away cultures that didn’t feel foreign, if that makes sense.”

“But I cherished those late nights the most, making magazines with the small staff. Despite the deadline stress, I always felt so grateful to be working for this sacred institution and writing and editing for true skiers. We all just had so much damn fun. And it didn’t hurt meeting such passionate locals at hallowed places, like Aspen and Austria, that I once dreamed of visiting and skiing. The Powder culture is so inclusive and so fun, I never felt more alive.”

Doug Coombs, All Hail The King - Photo: Ace Kvale/POWDER

HEATHER HANSMAN - Online Editor

“Powder is a lifestyle and an interconnected circle of people. It’s about getting a job offer at Alta, opening your home to random strangers, locking your keys in your car and getting rescued by a friend you made on a trip years ago. Through the selfish activity of skiing, you can create a community of people you cherish and can depend on through highs and lows.”

Ashley Otte, Mike Wiegele Heli, BC - Photo: Dave Reddick/POWDER

The contributions of so many talented individuals made the magazine possible. I would like to express my sincere gratitude to everyone who shared their experience at Powder with me. Also, I want to thank Porter Fox and David Page for crafting inspiring feature stories that I enjoyed immensely over the years.

After the reality set in that the final issue had arrived, a void was created for generations of skiers. I’ve been focused on being thankful for what we had, rather than sad it’s gone. It’s a challenging time for print media and I wholeheartedly advocate supporting the remaining titles in anyway you can. In a culture driven by a voracious appetite for mass media consumption and instant gratification - I cherish the ritual of waiting for a magazine to arrive, appreciating the effort that went into creating the content and being able to have that physical substance in my hand. Thanks for everything Powder, you are missed, but your spirit lives on.  

Captain Powder - Photo: Gary Bigham/POWDER