The event has been run since 2000 when it was first held at the French resort of Risoul as an après-ski nightclub promotional exercise started by English promoters from Manchester called Outgoing Ltd.[1][2] However, since 2005, the Tyrolean resort of Mayrhofen in Austria has hosted the festival which has evolved into Europe's biggest snow and music festival.[1][3] Originally a DJ and electronic dance music-themed event, live acts were added to the bill in 2008, reflecting the resurgence of indie/rock music. The event's format is designed to combine winter sports (primarily snowboarding) with on-piste and après-ski music performances and themed parties in unusual locations, including an igloo village (pictured), a forest clearing, a traditional remote alpine farmstead and an open-air street party.[4][5]
The event is also notable for giving those who attend an alternative to flying. The Snowbombing Road Trip is not a race but a leisurely international drive from the UK to Mayrhofen, involving collecting points en route, an overnight 'pit stop' in Frankfurt, and an arrival procession in Mayrhofen – which declares the event open.[7]
With around fifty pools and saunas within easy reach, and a backdrop of breathtaking alpine scenery, Snowbombing regards itself as a festival which, in addition to music, additionally offers luxury and comfort.[who?] European television channels and radio Another broadcasters have covered the event, including BBC Radio 1, Channel 4, Eurosport, Canal+ and MTV Europe.[1]
