Crystal Ridge general manager Riley May at the Midwest Ski Areas Association show.SAM Magazine—Franklin, Wis., Aug. 14, 2024—Rock Snowpark has rebranded as Crystal Ridge, which was the ski area’s original name when John Kaishian first opened it in 1987. The new name goes into effect immediately and the rebrand includes a new Crystal Ridge logo and website, as well as updated branding, signage, and merchandise for the 2024-25 winter ski season.

The ski area was named “Rock Snowpark'' when new ownership took over from Kaishian in 2012. Changes and improvements were made not only to the ski area but to surrounding facilities as well as the developer began to build The Rock Sports Complex—a multi-use sports and entertainment complex. In 2017, Little Switzerland co-owners Rick and Mike Schmitz took over Rock Snowpark ski hill operations from The Complex and have since invested in extensive snowmaking, lift, and equipment upgrades.

The reimagined Crystal Ridge brand better aligns with the team’s and ownership’s passion for skiing and snowboarding, their embrace of the local community, and their aim to introduce the sport to as many people as they can each winter in a family-friendly environment.

“I think what Kaishian built here in Franklin and Milwaukee County is something this community should be proud of,” said Crystal Ridge general manager Riley May. “We want to honor that name as well as give it some new life. Crystal Ridge captures that ‘ski-hill-feel’ better than the previous name. It also allows us to have one cohesive name and branding for both winter and summer business (wedding and events).”

Crystal Ridge will continue to invest in snowmaking infrastructure, lodge improvements, and grooming equipment. Located just 15 minutes from downtown Milwaukee, the urban ski area offers 230 feet of vertical served by one double chairlift, a high-speed rope tow, two beginner conveyors, and a handle tow, as well as a 19-lane snow tubing park.