When Rhythm started a humble ski rental business in 2005, Niseko was just starting to become known as an international ski destination.
But as a summer tourism destination? Apart from a thriving day-trip rafting industry and several long weekends that attracted a few domestic visitors, Niseko used to go into summer hibernation with most shops and restaurants closing down and the villages becoming ghost towns for most of the year.
That’s all starting to change. After a decade of promotion driven largely by the winter accommodation providers, hotels and other big businesses, there are now domestic and international tourists here over much of the “off-season”. It’s still very quiet compared to winter, but there is an ever-increasing number of businesses open and a variety of summer activities and events on offer.
One of the businesses playing a key part in the green-season revolution is Rhythm, which now spends the “off-season” doing everything it can to build the spirit of summer in Niseko. Soon after the final lifts are switched off in May, the team throws a free barbecue for all and sundry outside their Hirafu headquarters on the main street above the traffic lights, unofficially marking the start of summer for the international community.
The rental shop itself turns into the Hirafu summer hub for international visitors looking to rent everything needed for mountain biking, road cycling, hiking and recently SUP (stand-up paddle) boarding. Not only do they offer the equipment, they also run regular group cycling mornings for locals and visitors alike. If there’s an activity or event on in town, the Rhythm team will be sponsoring it or lending a hand in some form or another to help make it a success and keep building the atmosphere of summer in Niseko.
So if you’re coming back to check out what Niseko looks like sans-snow, be sure to head on in to Rhythm, let them kit you up and point you in the direction of your summer adventure. Be sure to give the guys a high five on your way out the door!