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Breck’s Celebration Of Old Norse God Of Snow Brings Big Business To Town

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An image from the festival (credit: CBS)

An image from the festival (credit: CBS)

BRECKENRIDGE, Colo. (CBS4) – Breckenridge’s largest winter festival kicks off this week. It’s the 50th anniversary of a celebration for the Old Norse god of snow — Ullr.

Festivities planned throughout the week are boosting business after the holidays.

“Ullr is a part of everyday life in the winter,” said John Hendryson, Ski Village Resorts General Manager.

The festival represents a right of winter for many Breckenridge locals, like Hendryson, who has lived there for four decades.

“Ullr Fest has come a long way,” he said. “It started back in the 1960s to promote Breckenridge and to make it snow.”

Old Viking hats and fur are a regular sight on the streets and slopes this week, but it’s all part of a celebration for the one thing the town needs to thrive economically — snow.

“After 50 years of celebrating Ullr, it’s kind of gained a reputation as a pretty wacky Colorado festival and people are starting to recognize that,” Rachel Zerowin with the Breckenridge Resort Chamber said. “It goes all the way through Saturday. We’ve got a parade; that’s the centerpiece of the week.”

“Thursday, Friday, Saturday, Sunday; the town will be packed. So a lot of Front Range people and it’s just a really good time,” Hendryson said.

PHOTO GALLERY: Ullr Fest 2013

Hendryson says his properties are already booked.

“You know lodging is good, business is good, Ullr helps our lodging,” he said.

And it looks like the week-long celebration will culminate in snow.

“I’m predicting snow for the Bronco game this week because Ullr is out,” Hendryson said.

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