evo Expands Footprint in Japan with Acquisition of Bergland Hotel in Hakuba

November 17, 2023

evo Hotel Hakuba Transformation and Rebrand Planned for Winter 2024-25

SEATTLE (Nov. 17, 2023) /OUTDOOR SPORTSWIRE/ – evo, the outdoor retail and experiences company, today announced the opening of their second evo Hotel. evo Hotel Hakuba follows the company’s first traditional hotel offering, evo Hotel Salt Lake which debuted in 2022 in Salt Lake City, Utah.

evo is deepening its commitment to developing adventure-based experiences in Japan, which already consists of more than a dozen evoTrip travel experiences across locations including Hakuba, Niseko, and Furano, Rhythm Japan retail and rental stores, Rhythm Rides instruction and guiding, and the iconic winter brand that was born in Japan, Oyuki.

evo Hotel Hakuba will open following a renovation of the now-acquired Bergland Hotel, which was built in anticipation of the 1998 Nagano Olympics and renovated in 2012. Currently, the hotel boasts 21 guest rooms, onsens with views of Happo-one Resort and the Japanese Alps, and an on-site restaurant. evo will begin renovations in late spring 2024.

“Japan has long been a favorite for evo customers, and we are thrilled to add the new evo Hotel Hakuba to our family, giving customers even more opportunities to enjoy incredible experiences in Japan year-round. We have a deep respect and love for the Hakuba community and Japanese culture and we can’t wait to create a gathering place for all to enjoy,” said Bryce Phillips, evo founder and CEO. “Now, our customers can choose to travel to evo Hotel Hakuba independently or via our loved evoTrip group travel offering and pick up the latest gear at the new Rhythm Happo for skiing, snowboarding, or biking in the summer months. We look forward to reimagining this property ahead of the 2024-25 winter season.”

In addition to the new evo Hotel Hakuba, evo owns the area’s premier outdoor adventure stores, Rhythm Japan, which boasts three locations in the Hakuba Valley including the brand-new Rhythm Happo location, Rhythm Wadano, and Rhythm Summit. In addition to summer bike rental and retail, Rhythm Japan offers the area’s most extensive rental fleet of nearly 7,000 skis and snowboards from top brands, and also custom boot fitting services, accessories, and apparel. New for Winter 2023-24, Rhythm Japan is reimagining the ski boot rental fitting experience with the introduction of Volumental foot scanning technology, which consists of a fully integrated suite of 3-D scanning and data tools to optimize boot fitting. Rhythm Japan is the first retail and rental shop to offer this service in the country.

Located in the Japanese Alps on mainland Japan, and averaging over 500 inches of snow each year, Hakuba is a powder mecca nestled amidst rugged peaks towering over 9,000 ft. and just a 3-hour bullet train or 4-hour drive from Narita (Tokyo) International Airport. The Hakuba Valley has a not-to-be-missed chic izakaya (Japanese gastropubs) and onsen scene, offers incredible food and dining experiences, and access ten resorts with limitless terrain, all on a shared lift ticket.

Hakuba Hotel Group will continue to operate the Bergland Hotel for the 2023-24 ski and ride season. With renovations to begin in late Spring 2024, evo plans to expand the number of guest rooms, and offer additional opportunities for connection through elevated dining experiences, unique food and beverage offerings that will celebrate Hakuba’s culture and community, and new spaces for travelers to gather and connect.

The evoHotel transformation is expected to be complete for Winter 2025. In addition, guests can expect the highly anticipated evo Hotel Tahoe City to debut during Winter 2024-25. High-res images can be found here for editorial use.

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Media Contact:

Jessie Vandenhouten, jessie.vandenhouten@backbone.media

Austyn Dineen, austyn.dineen@backbone.media

About evo

evo is an outdoor adventure company whose purpose is to make life better by building community and igniting the adventurous spirit that lives within us all. evo is focused on providing unique experiences across its network of stores, evo.com, Rhythm Japan, two All Together Skateparks, lodging, and travel businesses, which are centered on sport, culture, the outdoors, and human connection.

A pillar of evo is its community impact, bringing financial and volunteer support to non-profit organizations dedicated to getting underserved kids outdoors.

There are 11 stores in the U.S. and Canada. In January 2022, Rhythm Japan the leading retail, rental, and experience company with seven stores located in Japan’s mountain resorts became part of evo.

In partnership with a group of complementary businesses, evo opened a 100,000-square-foot campus in Salt Lake City, Utah in 2022. Campus Salt Lake includes an evo store, All Together Skatepark, Salt Lake Bouldering Project, Level 9 Sports, and evo’s first evo Hotel.

evo offers lodging at The Journeyman Lodge in Whistler, and evo Hotel in Salt Lake and runs an indoor skatepark, called All Together Skatepark, in Salt Lake and Seattle. In 2022 evo announced the opening of evo Hotel Tahoe City, which will open Winter 2024/2025.

To learn more about evo, please visit evo.com. Editorial assets are available here.

About Hakuba Hotel Group (HHG)

Hakuba Hotel Group was launched in 2012 with the purchase of the Hakuba Springs Hotel and has since grown from a small hotel operator to the Hakuba Valley’s largest hospitality company owning and/or managing hotels, apartments, chalets, travel agencies, events, restaurants, and bars and featuring some of Asia’s most premium accommodation and dining options.