Idyllic Swiss Resort Says It's No Longer Economically Viable To Offer Skiing

Another one bites the dust.

Climate change, specifically rising temperatures and declining snowfall, is wreaking havoc on low-elevation ski resorts across the Alps. POWDER has reported on a handful of resorts that have closed in the last few years, and another resort, this time in Switzerland, is joining their ranks.

Braunwald, a small resort by Swiss standards, announced on June 19, 2026, that its lift operators will no longer offer “traditional skiing” going forward. “The result is clear: ‘Business as usual’ is no longer possible,” writes Braunwald. “The ski lift operators are therefore concentrating their offerings and will discontinue traditional skiing operations from winter 2026/27. This decision is part of a comprehensive strategic realignment.”

The decision comes after Braunwald’s lift operators met and evaluated the viability of alpine skiing following years of challenging snow levels and inconsistent visitation.

“Alpine tourism is under pressure,” writes Braunwald. “Climate change and shifting consumer behavior are challenging the entire industry. For Braunwald AG, the situation is compounded by a structurally high cost base. The current business model is no longer viable.”

Ski slope in Braunwald (2015).

perreten/Getty Images

It’s unclear what Braunwald’s future holds, but a press release from the resort explains that key stakeholders are meeting to launch a “structured planning process.”

The resort could further lean into summer alpine tourism, such as hiking, climbing, and mountain biking, but a shared vision hasn’t been achieved, according to the press release. “The challenges are too great to be solved in isolation. By working together, we are creating the basis for further developing Braunwald as a whole,” says Richard Bolt, Chairman of the Board of Directors of Sportbahnen Braunwald AG.

Braunwald has a base elevation of 1,256 m (4,120 ft) and a summit elevation of 1,901 m (6,236 ft). For comparison, Verbier, Switzerland’s largest ski resort, has a base elevation of 1,500m (4,921 ft.) and a summit elevation of 3,330m (10,952 ft.).

Elevation makes all the difference.

Related: The Greatest Recovery Device Is Your Mind, According To the Pros

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SZA Slams ‘Disgusting’ Artists Using AI

SZA took to Instagram on Saturday to slam artists using AI music generators such as Suno, alleging producer Diplo had equity in the company and was trying to train it on “the best and brightest black minds of writers and producers.”

“We make up 13% of the American population yet influence the world w our sound and perspective,” she wrote in a caption on her private “notmusicatalliswear” Instagram account. ”I AINT HEARD A WHITE AI SONG YET…We have no protection in legislature medical or creative. The easiest to steal from. DO NOT GIVE AWAY YOUR VIBRANIUM !!! DO NOT TRAIN AI W YOUR GENIUS.”

While a rep for Diplo did not immediately respond to Variety‘s requests for comment, he has spoken positively about using Suno and AI.

SZA brought her frustration to her main, eponymous Instagram account, claiming in a Story post that a search for her name showed AI models have been trained on 238 of her songs.

“If your [sic] a musician and you support this degenerate shit ? Your [sic] DISGUSTING and there’s NOTHING YOU COULD EVER SAY TO ME TO MAKE THIS OKAY,” she wrote. “I hope u have the life u deserve.” 

Representatives for SZA did not respond to immediate requests for comment. A Suno spokesperson declined to comment and pointed to a LinkedIn post from the company’s chief product officer, Jack Brody, who wrote last week that Suno’s training metadata does not include artists’ names, cannot replicate material it was trained on and that Suno was increasingly trying to improve impersonation detection.

SZA’s frustration over the music industry’s adoption of AI reflects the variety of stances musicians have taken to the technology, with some ranging from embrace to evisceration. Jack Antonoff last month called those who’ve made music with AI “godless whores” and “bad actors” that “will willingly reveal themselves through slop,” while producers like Will.i.am and Timbaland have invested in AI companies. Sony Music, which owns SZA’s label RCA Records, is also in active litigation against Suno and competitor Udio, though labels Warner Music Group and Universal Music Group have settled their lawsuits against the music generators. (Those settlements prompted another lawsuit against the labels by the  American Federation of Musicians.)

Diplo has taken a similarly direct approach — by slamming artists who oppose using the technology. He in an April interview that “there’s no fighting AI” and that he didn’t need human voices for his tracks anymore because “I can get the best voice from AI”

“The customer and accessibility is what’s always going to be triumphant,” Diplo said. “You’re never going to be like, ‘I’m going to choose the artistry and the hard work’. You can talk that all you want, and some people will love that, but 99% of people are going to wanna love the best product made the quickest, made the cheapest – that’s what the American economy is.”

In a follow-up X post, Diplo wrote that artists needed to “adapt or just like give up and become an uber driver until everyone has a waymo.”

“I know it’s not cool or classy to speak like this but i’m not gonna candy coat the future – it is what it is,” he wrote. “Sorry for bad new’s my purist . there will always need a human mind and touch because ai will never suffer from bipolar disorder and autism like me and other creative people.”

It’s unclear whether Diplo, who invested in the AI research startup Aaru earlier this year, is indeed a Suno investor. Suno CEO Mikey Shulman said earlier this month that “some of the best artists, producers, songwriters and people from across the music industry” contributed to the company’s $400 million investment round, though Suno representatives have declined to reveal which artists those were. Suno is currently testing a WMG-backed model.


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In a typical PBN setup, the owner acquires expired or aged domains that already have existing authority, backlinks, and history. These domains are rebuilt with new content and hosted separately, often using different IP addresses, hosting providers, themes, and ownership details to make them appear unrelated. Within the content published on these sites, links are strategically placed that point to the main website the owner wants to rank higher. By doing this, the owner attempts to pass link equity (also known as “link juice”) from the PBN sites to the target website.

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US push to get Iran talks started hits an early bump. Vance stays at home, for now


ZURICH (AP) — The American push to quickly begin high-stakes talks with Iran hit a snag Friday, just days after the signing of an agreement that opens a two-month window for negotiations on Tehran’s nuclear program and returning oil traffic through the Strait of Hormuz to prewar levels. Iranian officials did not travel as planned […]

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A Private Blog Network (PBN) is a collection of websites that are controlled by a single individual or organization and used primarily to build backlinks to a “money site” in order to influence its ranking in search engines such as Google. The core idea behind a PBN is based on the importance of backlinks in Google’s ranking algorithm. Since Google views backlinks as signals of authority and trust, some website owners attempt to artificially create these signals through a controlled network of sites.

In a typical PBN setup, the owner acquires expired or aged domains that already have existing authority, backlinks, and history. These domains are rebuilt with new content and hosted separately, often using different IP addresses, hosting providers, themes, and ownership details to make them appear unrelated. Within the content published on these sites, links are strategically placed that point to the main website the owner wants to rank higher. By doing this, the owner attempts to pass link equity (also known as “link juice”) from the PBN sites to the target website.

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A Snowy Look at Banff Ski Resort's Slopes Ahead of Its June Reopening

In only a few days on June 20, Banff Sunshine Village, Alberta, will reopen for summer skiing and riding, sending off a remarkably snowy winter with another few weeks of lift-accessed action. 

The resort first offered post-season-skiing in the 1990s, later reviving the tradition, when possible, in 2022. The criteria, of course, revolves around snow. If there’s a lot of it, Sunshine aims to open for another window during the warmer months after taking a break for maintenance.

This won’t only be white strip of death skiing, though. Last winter, Banff’s ski resorts bucked the overall western trend, seeing storm after snowy storm. And, this month, snow has continued to fall at Sunshine. Just a few days ago, the ski area shared footage of what could’ve been a mid-winter day with plenty of flakes.

All that is adding up to what should be a memorable summer outing for Sunshine. Recent photos from the resort’s slopes are a bit hard to believe given how the 2025-26 season went elsewhere. They were shot on June 13.

Courtesy Sunshine Village

Not half bad for June in the Canadian Rockies.

Photo: Courtesy Sunshine Village

Courtesy Sunshine Village

Courtesy Sunshine Village

Courtesy Sunshine Village

Details, Details, Details

After kicking the party off on June 20, Sunshine plans to stay open for 16 days through July 5. Two lifts will be open. Strawberry was already confirmed. But Sunshine recently announced that Standish had joined the June roster for the first time in more than three decades. 

Strawberry accesses beginner and intermediate terrain. Standish climbs higher up the mountain with some steeper options. Alongside the lifts, Sunshine plans to have three small terrain parks open. 

For access, adult day tickets cost CAD $80. Skiers with a 2026-27 Sunshine Season Pass, SkiBig3 Season Pass, Rocky Mountain Passport, or any guests staying at Banff’s Sunshine Mountain Lodge get in for free. 2026-27 Midweek Pass Holders will be able to ski Monday to Thursday. 

Anyone with a 2025-26 Sunshine Season Pass, SkiBig3 pass, or Rocky Mountain Passport will receive a 50% discount on summer skiing lift tickets. 2025-26 and 2026-27 Ikon and Mountain Collective passes will also receive 50% off.

Beyond that, you’ll probably want a tube or two of sunscreen.

The 2026 POWDER Photo Annual is here! Look for a print copy on a newsstand near you, or click here to have a copy shipped directly to your front door.

Related: A Technology Cynic Finally Gives The Flip Phone Another Go

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In a typical PBN setup, the owner acquires expired or aged domains that already have existing authority, backlinks, and history. These domains are rebuilt with new content and hosted separately, often using different IP addresses, hosting providers, themes, and ownership details to make them appear unrelated. Within the content published on these sites, links are strategically placed that point to the main website the owner wants to rank higher. By doing this, the owner attempts to pass link equity (also known as “link juice”) from the PBN sites to the target website.

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‘Love Island USA’ Exec Producer Died in Fiji

James Barker, an executive producer known for his work on “Love Island USA” and “Queer Eye,” died last week in Fiji, where “Love Island USA” was filming, after an unexpected medical emergency. He was 40.

The news was confirmed to Variety by ITV America and Peacock; Barker will be honored in Tuesday’s “Love Island USA” episode.

“James’ unimaginable loss has been deeply felt across not just the entire ‘Love Island USA’ production, but throughout all of ITV and Peacock,” ITV America and Peacock said in a joint statement. “He was a beloved and greatly valued member of our collective family whose kindness, talent and dedication left an indelible mark on all of us and everyone who had the privilege of knowing and working with him. We extend our heartfelt condolences to James’ partner, family, friends and colleagues.”

The statement also noted his contributions to the show across “both production and post-production, as well as oversight of the series’ distinctive soundtrack.”

Barker has worked on “Love Island USA” since 2020, starting out as story producer and working up to executive producer for the last three seasons. In total, he worked on 110 episodes. His TV career began in 2011 at Leftfield Pictures, with credits on “Counting Cars,” “Forged in Fire” and “Pawn Stars.” He went on to work as story producer on “Queer Eye.”

The eighth season of “Love Island USA” is currently airing, with episodes available to stream on Peacock. Barker also served as executive producer on “Love Island Games” and consulting producer on “Love Island: Beyond the Villa.”

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A Private Blog Network (PBN) is a collection of websites that are controlled by a single individual or organization and used primarily to build backlinks to a “money site” in order to influence its ranking in search engines such as Google. The core idea behind a PBN is based on the importance of backlinks in Google’s ranking algorithm. Since Google views backlinks as signals of authority and trust, some website owners attempt to artificially create these signals through a controlled network of sites.

In a typical PBN setup, the owner acquires expired or aged domains that already have existing authority, backlinks, and history. These domains are rebuilt with new content and hosted separately, often using different IP addresses, hosting providers, themes, and ownership details to make them appear unrelated. Within the content published on these sites, links are strategically placed that point to the main website the owner wants to rank higher. By doing this, the owner attempts to pass link equity (also known as “link juice”) from the PBN sites to the target website.

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Prime Day LEGO deals: Bestselling sets are already up to 40% off


Prime Day is a great time to look for savings on regularly big-ticket luxuries — like LEGO.

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A Private Blog Network (PBN) is a collection of websites that are controlled by a single individual or organization and used primarily to build backlinks to a “money site” in order to influence its ranking in search engines such as Google. The core idea behind a PBN is based on the importance of backlinks in Google’s ranking algorithm. Since Google views backlinks as signals of authority and trust, some website owners attempt to artificially create these signals through a controlled network of sites.

In a typical PBN setup, the owner acquires expired or aged domains that already have existing authority, backlinks, and history. These domains are rebuilt with new content and hosted separately, often using different IP addresses, hosting providers, themes, and ownership details to make them appear unrelated. Within the content published on these sites, links are strategically placed that point to the main website the owner wants to rank higher. By doing this, the owner attempts to pass link equity (also known as “link juice”) from the PBN sites to the target website.

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Classic Vermont Ski Resort Names New General Manager

Brandon Swartz, an experienced ski industry leader, has been tapped to help lead Smugglers’ Notch, Vermont, as the resort’s new general manager.

Most recently, Swartz served as general manager of Attitash Mountain and Wildcat Ski Area in New Hampshire. While there, according to a release shared by Smuggs, “he earned a reputation as a hands-on leader focused on culture, operational excellence, and community engagement.”

At Smuggs, Swartz will be responsible for all aspects of resort operations and work alongside employees, homeowners, local businesses, and community partners, the release added.

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The announcement follows the news last February that Bear Den Partners had acquired an ownership stake in Smuggs. Alongside Smuggs, the independent group oversees Burke Mountain in Vermont, and Berkshire East and Catamount Resorts in Massachusetts.

Jon Schaefer, CEO of Bear Den Partners, said in the release that ahead of hiring Swartz, “We conducted a national search with several rounds of interviews for this position.”

“During that process, Brandon and I spent a lot of time together. I grew to appreciate him as a person, his background in the sport, and his dedication to his family,” Schaefer continued. “I feel confident that he is the right person with the right ethics to lead Smugglers’ Notch into the future.”

Swartz’s connection to the Vermont ski scene goes back to his childhood. At three, he was learning to ski at Mount Snow. Later, he became an instructor at the resort, before going on to graduate with a Recreation Resource and Ski Resort Management degree from Vermont State University Lyndon.

Photo: Dennis Curran, Smuggs Media Gallery

“Coming back to Vermont is incredibly meaningful to me,” said Swartz in the release. “This is where I learned the ski business and where I developed a deep appreciation for the role resorts play in their communities. My wife Nicole and I are excited for the move and to raise our sons on the mountain.”

Swartz noted that with the support of Bear Den Partners, his goal is to honor the Smuggs legacy and “help ensure that the resort continues to thrive for years to come.”

The 2026 POWDER Photo Annual is here! Look for a print copy on a newsstand near you, or click here to have a copy shipped directly to your front door.

Related: New Electric Skis Make Carving In the Summer a Reality


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A Private Blog Network (PBN) is a collection of websites that are controlled by a single individual or organization and used primarily to build backlinks to a “money site” in order to influence its ranking in search engines such as Google. The core idea behind a PBN is based on the importance of backlinks in Google’s ranking algorithm. Since Google views backlinks as signals of authority and trust, some website owners attempt to artificially create these signals through a controlled network of sites.

In a typical PBN setup, the owner acquires expired or aged domains that already have existing authority, backlinks, and history. These domains are rebuilt with new content and hosted separately, often using different IP addresses, hosting providers, themes, and ownership details to make them appear unrelated. Within the content published on these sites, links are strategically placed that point to the main website the owner wants to rank higher. By doing this, the owner attempts to pass link equity (also known as “link juice”) from the PBN sites to the target website.

The purpose of a PBN is to give the impression that the target website is naturally earning links from multiple independent sources. If done effectively, this can temporarily improve keyword rankings, increase organic visibility, and drive more traffic from search results.

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It’s Never a Close Encounter with Wonder

You could say the Trump administration did a huge favor to “Disclosure Day” by releasing a trove of America’s UFO files — excuse me, UAP files — just last month. The timing was a coincidence, but it felt like the perfect piece of publicity to drum up anticipation for Steven Spielberg’s epic thriller about a rogue attempt to disclose U.S. government evidence of alien visitations. Of course, it doesn’t take rocket science to see why Trump released those files (can you say…distraction?). And the grand irony is that the effect of them may not be to set up “Disclosure Day” in quite the ideal way one assumed.

The UAP files show a lot of things we’ve seen before — in grainy U.S. military surveillance videos that were officially released in 2020, and in the wealth of amateur UFO video that has flooded the web for decades. And maybe that’s why the reaction to Trump’s document dump has been surprisingly quiet. The hovering craft are real; it’s just not clear that they’re from anywhere but Earth. And then there’s all the footage you can now see on X of extraterrestrials (in U.S. military compounds, in operating theaters), which to my eyes is clearly not real, yet it’s all become part of the mythology.

A lot of that mythology descends from “Close Encounters of the Third Kind,” the great Spielberg alien-visitation drama from 1977 that established its director, two years after “Jaws,” as our cinematic pop poet of the otherworldly. “Close Encounters” was a movie of true wonder, of jaw-dropping spectacle, of earthly religious rapture. And it had a major impact. Is it a coincidence that to this day just about every image you see of an alien — in drawings by people who claim to have been abducted by them; in “documentaries” — looks, more or less, like the extraterrestrial who appeared at the end of “Close Encounters”? Methinks not.

Back then, Spielberg’s vision was leading the culture. But now that we’ve reached “the age of disclosure,” when more and more people are convinced that alien visitations are real and that they’re being covered up by the government, I think what audiences want from “Disclosure Day” is to be led, once again, into a brave new world of revelation and belief.  

This time, however, Spielberg seems to be not so much leading as following the decades of lore and mythology — and gobbledygook — that his movie of 49 years ago helped inspire. “Disclosure Day” turns out to be a lavishly intense chase thriller with a dollop of deep-think rumination and two characters at its center whose own close encounters have shaped their lives and destinies. Scene for scene, the movie is a vigorous and diverting ride. Yet coming after the mountains of real UAP footage we’ve seen, “Disclosure Day” never gives you the contact high of awe that “Close Encounters” did. It’s closer to “Alien Autopsy” with better lighting, or perhaps a Special Edition of “The X-Files.” If you think aliens are real and that they have visited us (or even if, like me, you don’t), or if you just watch a lot of this stuff on YouTube, you may feel a step ahead of the movie’s vérité sci-fi world.

“Disclosure Day” opens in media res, with a pro wrestling match shot in jarring POV close-up, because that’s the arena where Daniel Kellner (Josh O’Connor), a nervous-looking cybersecurity expert, is making a hand-off under duress. (His girlfriend has been kidnapped.) Danny is a whistleblower (not unlike Edward Snowden), who has in his possession the complete archive of America’s footage of alien encounters, going back to the Roswell incident of 1947. He thinks the moment has come for the world to know the truth. At the same time, Margaret Fairchild (Emily Blunt), a TV-news weatherperson in Kansas City, Missouri, undergoes a remarkable change after a cardinal flies into the loft she shares with her hipster partner, Jackson (Wyatt Russell). All of a sudden, she can speak any language. She becomes telepathic, to the point that she doesn’t seem to be reading people’s minds so much as inhabiting their souls. And on air, she suddenly starts “talking” in a series of mysterious clicks — which Danny alone can understand.

Both characters are being pursued by Noah Scanlon (Colin Firth), Danny’s boss at the Wardex Corporation, which since 1973 has been overseeing and documenting the U.S.’s top-secret alien research program. (It’s a private corporation so that the funds can remain untraceable; even the U.S. president is cut out of the loop.) Scanlon is played as a sinister clampdown type, but his rationale is that if the evidence ever did get out, it would cause chaos and a kind of global breakdown. Interestingly, Danny’s girlfriend, the good-hearted Jane (Eve Hewson), who first hides him in a monastery where she was once a novitiate, agrees with Scanlon. She thinks that if the revelation of alien encounters were allowed to leak out, it would destroy humankind’s relationship with God.

“Disclosure Day” has a fair amount of heady discussion on these matters, and while it’s nice to see a mainstream thriller aim high, the debates still function mostly as a suspenseful delaying tactic. The conspiracy aspect — the fact that the U.S., in the movie, has been covering all this up for 79 years — is, in a certain way, a red herring. For about an hour, Spielberg orchestrates “Disclosure Day” as a hurtling cat-and-mouse action movie, with Danny poised between the dark Scanlon and the saintly Hugo (Colman Domingo), another Wardex defector. But David Koepp’s script introduces complicating factors, like a piece of alien hardware Scanlon holds in his hand so that he can teleport and jump into people’s minds. And Danny and Margaret share a secret that goes back to a trauma she experienced in the ’90s, when she was 10. The flashback to this incident is both a little too mystical and a little too literal.

Spielberg, as part of the film’s publicity, has suggested that he believes in alien visitations, and that he’s an advocate for disclosure. But where “Close Encounters” tapped into the mystery of all this with an innocence that was both starry-eyed and spectacular, “Disclosure Day” feels like a thriller docudrama that’s too cut-and-dried about what it believes. The actors are quite good (especially Blunt, who makes you feel she’s seeing the uncanny), but for all the film’s slow build it doesn’t take us anywhere overly surprising. It just confirms the “truth” that’s been out there for so long it’s starting to feel like a fairy tale for the dispossessed.

PakarPBN

A Private Blog Network (PBN) is a collection of websites that are controlled by a single individual or organization and used primarily to build backlinks to a “money site” in order to influence its ranking in search engines such as Google. The core idea behind a PBN is based on the importance of backlinks in Google’s ranking algorithm. Since Google views backlinks as signals of authority and trust, some website owners attempt to artificially create these signals through a controlled network of sites.

In a typical PBN setup, the owner acquires expired or aged domains that already have existing authority, backlinks, and history. These domains are rebuilt with new content and hosted separately, often using different IP addresses, hosting providers, themes, and ownership details to make them appear unrelated. Within the content published on these sites, links are strategically placed that point to the main website the owner wants to rank higher. By doing this, the owner attempts to pass link equity (also known as “link juice”) from the PBN sites to the target website.

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Grown-up summer camp experience coming to Alexandria ZOO


ALEXANDRIA, La. (WNTZ) – Adults looking to relive summer camp with a wildlife twist will have a chance later this month as Alexandria Zoo prepares to host an all-day camp experience designed exclusively for grown-ups. Expedition: Grown Up is scheduled for Saturday, June 27, from 8 a.m. to 2 p.m. at Alexandria Zoo and is […]

PakarPBN

A Private Blog Network (PBN) is a collection of websites that are controlled by a single individual or organization and used primarily to build backlinks to a “money site” in order to influence its ranking in search engines such as Google. The core idea behind a PBN is based on the importance of backlinks in Google’s ranking algorithm. Since Google views backlinks as signals of authority and trust, some website owners attempt to artificially create these signals through a controlled network of sites.

In a typical PBN setup, the owner acquires expired or aged domains that already have existing authority, backlinks, and history. These domains are rebuilt with new content and hosted separately, often using different IP addresses, hosting providers, themes, and ownership details to make them appear unrelated. Within the content published on these sites, links are strategically placed that point to the main website the owner wants to rank higher. By doing this, the owner attempts to pass link equity (also known as “link juice”) from the PBN sites to the target website.

The purpose of a PBN is to give the impression that the target website is naturally earning links from multiple independent sources. If done effectively, this can temporarily improve keyword rankings, increase organic visibility, and drive more traffic from search results.

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"Blizzard Mode Activated": Australian Ski Season Set for Snowy Start

It was a tough season for American skiers out West, but at least the Australians seem to be off to a good start as the opening weekend approaches.

Perisher, one of the country’s best-known resorts, put it simply in a social media post earlier this week: “Blizzard mode activated.”

Words can only go so far, though. To hammer the point home, Perisher shared footage from said blizzard, showing near-whiteout conditions and plenty of flakes. In the background, snow guns roared. 

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Over the past 24 hours, according to its snow report, Perisher has received about 4 inches of snow. The weeklong total is larger, coming in at a respectable eight inches or so. 

It’s not just Mother Nature that’s hard at work. In a recent snow report, Perisher said 77 of its snowguns had been firing since the early morning, “helping to complement the natural snowfall and build the best possible start to the season.”

At Perisher, that start is scheduled for Saturday, June 6, when the resort plans to kick things off with the Front Valley conveyor. Perisher also advised skiers that, thanks to good snowmaking conditions, they should stay tuned for more updates.

Over at Falls Creek, the situation is also looking rosy. 

“20cm of snowfall across Falls Creek today, transforming the village into a true winter wonderland,” the resort said on social media. “The best part? Temperatures are staying low, setting us up for another great night of snowmaking.”

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The early-season momentum comes amid word of a building El Niño, which can spell warm and dry conditions across Australia. That, of course, may not be good news for the country’s ski resorts, although El Niño doesn’t guarantee outcomes; it just tilts the odds. 

Regardless, for now, the focus is on the snow. Fingers crossed it sticks around. 

The 2026 POWDER Photo Annual is here! Look for a print copy on a newsstand near you, or click here to have a copy shipped directly to your front door.

Related: Matthias Giraud Lands First Ski BASE Jump of Aiguille du Plan North Face


PakarPBN

A Private Blog Network (PBN) is a collection of websites that are controlled by a single individual or organization and used primarily to build backlinks to a “money site” in order to influence its ranking in search engines such as Google. The core idea behind a PBN is based on the importance of backlinks in Google’s ranking algorithm. Since Google views backlinks as signals of authority and trust, some website owners attempt to artificially create these signals through a controlled network of sites.

In a typical PBN setup, the owner acquires expired or aged domains that already have existing authority, backlinks, and history. These domains are rebuilt with new content and hosted separately, often using different IP addresses, hosting providers, themes, and ownership details to make them appear unrelated. Within the content published on these sites, links are strategically placed that point to the main website the owner wants to rank higher. By doing this, the owner attempts to pass link equity (also known as “link juice”) from the PBN sites to the target website.

The purpose of a PBN is to give the impression that the target website is naturally earning links from multiple independent sources. If done effectively, this can temporarily improve keyword rankings, increase organic visibility, and drive more traffic from search results.

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