A Ski and Snowboard Shop for the South End: The Alpenglow Effect

The Alpenglow Effect Team: Chia, Ethan, and Rylie

Great news for snow sports enthusiasts in Georgetown: The Alpenglow Effect ski and snowboard shop just opened at The Old Rainier Brewery, 3100 Airport Way S, Building 14, Suite 110.

As a skier myself, I had to see what they were all about. I visited the store earlier this month to talk with owner Rylie Stovall, shop associate Ethan MacNamara, and service guru Chia Snyder.

The Mission and Concept

Glow on the ceiling at The Alpenglow Effect

Owner Rylie named the store after the magical phenomenon of alpenglow, where sunlight reflecting off airborne particles projects a warm band of pinkish light onto the landscape. And glow it does: The walls, and even the ceiling, are filled with glowing art. 80s vibes permeate the aesthetic.

Rylie was inspired to start The Alpenglow Effect after seeing so many people deterred from snow sports by the high cost. She says of the mission, "I just really, really want people to get out there who haven't had the opportunity. It's just too expensive. And I truly believe in making

80s ski wear at The Alpenglow Effect

[the cost] come down in some way." Rentals for skis, boards, and boots are about $10 less on average than other area shops, for example. A subscription model makes it even more

affordable and allows customers to keep their equipment for the season.

So, she banded together with industry veterans Ethan and Chia to create a business that's not your average ski and snowboard shop. They currently focus on rentals, service, and vintage retro clothing, but hope to expand in the future.

A Community Space

When the team found their expansive space at The Old Rainier Brewery, they knew it had to be more than just a shop. I get the sense that Rylie, Ethan and Chia truly want to be a resource for South End communities.

They chose the location because "most of the people down south, like people in Georgetown, people in Beacon [Hill], or the other South End neighborhoods are very underserved as far as snow stuff goes," noting that folks previously had to drive to West Seattle, Bellevue, or north Seattle neighborhoods. The proximity to I-5 didn't hurt either. "People can get their gear and just go," said Rylie.

The shop also holds events like their upcoming tuning clinic on Jan. 22, led by master technician Chia, a 40-year master of his craft. The space has also hosted ski clubs, and the team says the sky's the limit for creative uses of the space. Community members can rent the space to host their events, and a roof deck will provide even more space for gatherings in the warmer months.

Rylie's love for the mountains inspired her to include the work of local artists on the walls. "There's something about the mountains that is truly healing, and I have to be around them. [I love] the mental space when you get out there. It's when I feel most creative," she said. The work of one of her favorite artists currently hangs on the walls, and she wants to curate more shows to give artists exposure and build community. She would love Georgetown artists to get in touch to talk about showing their work on the plentiful wall space.

Quality Over Quantity

Vintage snowboards at The Alpenglow Effect

I was struck by the team's emphasis on curation over volume. Along with the artwork, the store displays a portion of Chia's massive vintage snowboard collection.

That sense of quality extends to their service as well. Chia noted that in addition to everyday tune-ups, they are "going to offer very high-end tuning services here. A lot of shops around here use robotic machines that are very generic and simple and do great work, but we are going to do a lot more hands-on tuning." Chia is known for working on local racers' skis and boards, having started his career in the early days of snowboarding and participated in some of the first snowboarding competitions in the world.

Connecting with The Alpenglow Effect

The team enthusiastically welcomes Georgetown residents to come check them out, even if it's just to chat. "Come see the shop and just stroll in and say hi! We're super friendly. And if you have questions or a board or skis that are damaged, we'd be happy to help," said Rylie.

The store is open 11 a.m.-7 p.m. on Monday, Thursday, Friday, and Saturday, and 11 a.m.-5 p.m. on Sunday. They're closed on Tuesday and Wednesday, but Rylie noted that they're happy to open by appointment on those days if needed, just get in touch.

The best way to keep up with what's happening at the shop is their social channels on Instagram and Facebook. You can also sign up for their newsletter on their website.