U.P. winter rebounds, bringing business back to Big Snow Country

MUNISING, MI — Snowmobiles peek their noses out between 15-foot snow piles at the entrance of each gas station, convenience store and crossroad in Munising before rumbling down the road. Their drivers are fearless in the face of single-digit temperatures, relishing the feet of snow covering Upper Peninsula cities.

Less than a year ago, a state of emergency was issued for winter business in the U.P.

In contrast, this winter has brought a deluge of snow – and snow seekers.

Big Snow Country is back in business. And yes, please do call it a comeback winter.

“Michigan is Michigan-ing again,” said Steve Hamilton, owner of snowmobile rental company Hamilton’s North Coast Adventures.

Hamilton opened his Ontonagon snowmobile rental shop in 2021, coming off a hot streak of outdoor recreation fueled by pandemic quarantines.

Despite the flurry of visitors, winter dried up in 2024. Hamilton only had about seven days of snow to run his business, losing an estimated 99% of revenue for the season, he told MLive last year.

In the U.P., 43 Gogebic and Ontonagon businesses reported they lost $3.1 million last December when a strong El Nino weather pattern warmed up both Michigan peninsulas.

Gov. Gretchen Whitmer urged small businesses in 42 counties across the state to apply for federal drought aid in response to last year’s dismal lack of snow.

“If things go well financially, I might be able to pay off last year’s bills,” Hamilton said. “All of our revenue streams were really dedicated to the snow tourism. When that went away, that just had massive effects on my very young business.”

He was nervous heading into this winter, saying “PTSD is a real thing” as he mapped out no-snow contingency plans for his business in November.

But Father Winter showed up and made his presence known.

January was the best month for rentals in all four years of the business, Hamilton said.

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Snow tourism not only thrives but survives on winter conditions, which means there’s a lot of pressure put on just three months of revenue.

Last year, the sleds coming out of Munising Motor Sports barely logged 200 miles all winter, said General Manager Ashley Eaton.

This year, the retailer and maintenance shop is open six days a week, with someone on call on Sundays, she said.

“There’s a lot of traffic coming in the door which is a welcome sign compared to the last two years,” Eaton said.

The dry spell made them appreciate their loyal customers who still bought equipment and gear even without snow to ride it in, Eaton said.

It also inspired future investments.

The Munising shop ordered 50 CFMoto ATV four-wheelers for the warmer months. They’re also discussing adding inventory of tracks that can be added to ATV and side-by-side vehicles for all-terrain riding.

On the rental side, it’s not just inventory but also insurance and staffing that would need to expand to operate in all four seasons.

Even as a lifelong snowmobiler, the turn to dirt has to be a “non-emotional decision,” Hamilton said, given the changing weather and the overall health of the snowmobile industry.

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Yamaha pulled out of the snowmobile business making the 2025 models the last of the legacy brand. Arctic Cat also paused its production indefinitely after fulfilling its orders for the 2025 models.

This leaves just two major manufacturers: Polaris and Canada-based BRP Inc., which makes Ski-Doo and Lynx snowmobiles.

Expanding to more four-season options doesn’t mean Hamilton is giving up on snowmobiling. This winter has reinforced the opposite. It’s shown snowmobilers are willing to travel for snow.

Located an hour from the Wisconsin border and right in the U.P. snowbelt, Hamilton’s Ontonagon-based business has been hosting snowmobilers who typically ride in “vacation destinations in Cheesehead land” like St. Germain, Boulder Junction, Manitowish Waters and Eagle River.

Now Hamilton is expanding his own business to offer rentals even closer to the Wisconsin border in Wakefield, Michigan.

He teamed up with Snow Chasers Lodge, a chalet-style inn catering to power sports enthusiasts. Hamilton is now dropping off snowmobile rentals right to the property and offering guide services for a full Yooper experience.

“There’s a massive opportunity for the state of Michigan,” Hamilton said. “We have the snow, we have the open land. What we don’t have are volunteers with the tools and the know-how to expand trails and build more places for people to ride.”

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