From events to experiences: How the Birkebeiner is redefining destination outdoor recreation

Column by Ben Popp, Executive Director, American Birkebeiner Ski Foundation

The American Birkebeiner Ski Foundation  has spent decades building world-class events that bring people to Northern Wisconsin. The Birkie itself has long been a draw to the region; the iconic race introduces thousands of people each year to our trails, our communities, and our way of life. But as outdoor recreation continues to evolve and its role as an economic driver becomes more widely recognized, we’ve had to step back and ask an important question: Are events still the main reason people come here, or are they simply one part of a much bigger experience?

What we’re learning is that while events create awareness and excitement, they’re rarely the whole story. Take our Birkie Trail Run in September. It’s a phenomenal event with a great course, strong participation, and a loyal following, but when we dig into the data and talk directly with participants, a different picture emerges. People aren’t just coming for a two-hour race. They’re looking for a long weekend with friends, great food, unique lodging, access to trails and lakes, and the feeling of being somewhere different.

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Posted March 6, 2026 at 7:00 am