Northern Wisconsin venue looks to restructure after years of financial setbacks

For nearly four decades, music enthusiasts and skiers have descended onto Big Top Chautauqua and Mt. Ashwabay Ski and Recreation Area in Bayfield County.

Now, the joint outdoor venue plans to restructure operations.

The Ashwabay Alliance, which manages both nonprofit organizations, recently detailed how warm winter weather and rising performance costs since 2022  have contributed to a deficit of nearly $1 million.

Executive director Garry Schalla spoke with WPR’s “Wisconsin Today” about how lingering problems from the COVID-19 pandemic have also contributed to financial problems and how the alliance plans to make  the venue financially stable in time for its 40th anniversary next year. 

“For Bayfield County, this venue is a huge economic driver for both tourism and employment,” he said.

Winter 2025: Growing, expanding Mt. Ashwabay Ski and Recreation Area 

According to Schalla, Mt. Ashwabay’s 76-year-old history has brought generations of families to the hill to enjoy the outdoors and learn to ski. 

“I can’t tell you how good it is to have snow this year,” Schalla said.

Despite poor snow conditions in Wisconsin for the past two winters, competitive nordic racing is strong this year among Midwest college skiers.

Last month, the 19th Annual Nordic Ski Race hosted more than 475 skiers, which is three times larger than in previous years, according to Schalla. 

Last August, researchers with Wisconsin Sea Grant and the University of Wisconsin-Stevens Point published a study showing that ski hills throughout the state, including Mt. Ashwabay, are relying more on snowmaking due to warmer winters.

As the hill faces rising operational costs, the alliance looks to younger generations as the key to continuing its long-term ski success.

“We need to have younger patrons coming to the hill with their families,” he said. 

In addition, the alliance hopes to expand its nordic trails, add winter events and activities while expanding hiking, biking, and environmental education. 

Summer 2025: Fewer shows at Big Top Chautauqua, examine year-round opportunities

For decades, major performers —  including The Temptations, Willie Nelson and Brandi Carlile — have come from around the world to play Big Top Chautauqua.

This summer, Schalla said, Ashwabay Alliance plans to limit the number of outdoor concerts at the venue as a way to reduce upfront costs.

Last year, 13 of the venue’s 47 shows were profitable.

He said that since the pandemic, the organization has faced an onslaught of new costs due to changes made within the music industry. 

“Base wages have changed, the cost of artists skyrocketed — travel and lodging, [too],” he said.

Schalla said that Big Top’s house band, Blue Canvas Orchestra, dates back to the venue’s origins. 

Last spring, the orchestra members unionized, which served as a catalyst for the venue ending its “Tent Radio Show,” which was aired by WPR Music stations for 38 years. The one-hour program, previously heard on Sunday evenings, featured live music recorded at Big Top Chautauqua and was hosted by Wisconsin author and musician Michael Perry.

“Unionization put some criteria around intentional radio,” he said. “Unfortunately, we had … to pull that show from publication.”

Schalla said the alliance is looking for community support to create additional year-round opportunities for Big Top. 

For the next year, the organization has a lease agreement with StageNorth in Washburn County to provide a smaller venue to diversify its offerings and reduce operation costs.

“Having Blue Canvas Orchestra shows there and film festivals, comedians, different genres of music can really help control some of those huge costs that it takes to operate a big venue like the tent,” he said.

In 2022, the Ashwabay Alliance opened a year-round venue called The Backstage to provide off-season shows featuring local artists and touring performers from November-May. 

“It really gives people an intimate setting that you are right there with the artist,” Schalla said.

Weekly open mic nights at The Backstage are fostering community engagement, h added. Plus, the alliance is hosting more community events to give back to Bayfield as part of its restructuring year.

“We are really conscious of making sure that we continue to be this viable member of the community,” Schalla said.

He said Mt. Ashwabay and Big Top plan to host a music festival together this September to give people the opportunity to experience the venue’s recreational opportunities, alongside music. 

“Not only will you be able to camp, mountain bike or hike, but also hear two days of music on two different stages,” Schalla said. “And that’s a true collaborative effort between these two sisters.”