The event has been run since 2000 when it was a nightclub-eque, after-skiing event. It was established and held in Austria since 2005 and has evolved into Europe's biggest snow and music festival. The event's format is designed to combine winter sports (primarily snowboarding) and après-ski music performances and themed parties in unusual locations, including an igloo village, a forest clearing, a traditional remote alpine farmstead and an open-air street party. The event has a reputation for its imaginative and humorous elements.

Adjectives: young, thrill seeking, millennial, loud dynamic, bright, creative, active