The Alpine Club in Telluride, Colo. has been a project in the making for some time. Its completion date is set for 2027 and as that timeline gets closer the club is making strategic moves to prepare for opening day.
The 26,000 square-foot club is situated at over 10,000 feet with panoramic views of the San Juan Mountains. Taking advantage of the mountainous terrain the club will be a premier ski destination but will also offer year-round activities and amenities for all members to enjoy.
The idea came from Telluride locals Scott and Lauren Woodward who are partnering with Southworth to bring this vision to life. To lead the effort George Bigley was recently named as the club’s General Manager. Bigley is taking on this project with a wealth of experience in managing luxury mountain properties from the ground up.
He dives into what to expect at the upcoming club and how his background in the fine dining and resort industry will help shape the culture at The Alpine Club.
A Proven Track Record
Currently working for Southworth clubs, Bigley is the General Manager of Willowbend on Cape Cod and training the Assistant General Manager to take over his position once The Alpine Club is complete.
Before coming to Willowbend, Bigley lived in Telluride for almost a decade. He opened Allred’s Restaurant before rising to Executive Director of Food & Beverage of Telluride Ski & Golf, where he was instrumental in the creation of Alpino Vino, one of Telluride’s premier on-mountain restaurants. He later worked as Senior Director of Vail’s Signature Clubs portfolio and developed a restaurant called The 10th, on Vail Mountain.
Having experience in established clubs like Willowbend while also being part of the inception of world-class restaurants, Bigley is taking advantage of the clean slate The Alpine Club offers.
“The difference in being involved in starting something is the chance to build culture from the ground up compared to an operating club that already has a culture in place,” he says. “Starting from the beginning really allows you to set a tone. That’s the mindset I have coming into The Alpine Club.”
The culture Bigley is bringing to the new club stems from different pillars but maintains a strict focus on quality. He says in everything the club does—from the furniture to the employee uniforms to the way people are treated—there will be an emphasis on excellence.
Having lived in Telluride for years prior, Bigley understands that the community is casual by nature.
“People are not coming for pomp and circumstances and formality, but they’re coming to belong and enjoy themselves,” he says.
Even though the environment is casual, it doesn’t mean Bigley and his team can’t be “buttoned up and proper while also being untucked.”
“It’s treating people like family, creating this environment where you’re comfortable, you can relax, and you can feel free to unwind and enjoy your family while making memories,” he says.
A Look Inside the Design of The Alpine Club
Although still in the construction phase, The Alpine Club has big plans in store for its grand opening.
To get to the club, Bigley says members will ride the gondola to San Sophia station, entering a shared space with Allred’s Restaurant—the very place Bigley helped open years ago. From there, members walk into the Great Room.
“Think of this space as an extension of the living room in your home with a world-class view,” says Bigley.
Overlooking the town of Telluride and Ajax Mountain, the room will feature a piano and soft seating, offering a space for members to gather. Next to the Great Room is the signature bar area which takes advantage of the elevated mountain views and offers curated craft cocktails, beer, and wine.
The main dining room follows the theme of high quality without the formality.
“We’re not looking for a coat-and-tie atmosphere, but it will be excellent service and excellent cuisine,” he says.
A main feature of this room is the chef’s table. “Think of it like a sushi counter, which will be incredibly appointed and lots of fun,” Bigley says. “The table will morph into all kinds of different experiences. We could do an Omakase dinner one night, a sushi night, or even a raclette dinner.”
Bigley wants this space to be exploratory, offering different experiences beyond a set menu. A private dining room will also be featured, allowing for an a la carte experience or special events like wine dinners.
A space dedicated solely to children is also in the works. “There will be a video element and lots of play elements; it will be a place where kids can hang out and be themselves,” says Bigley.
Bigley’s past experience as Senior Director for signature clubs helped shape this room. He says people always asked him what was missing in private clubs, and to him, the answer was clear: a dedicated kids’ space.
“Kids are an important part of this project because Telluride has such a large family population,” he says.
On the north side of the building is the Après Bar, which offers a more casual environment with shuffleboard tables and a deck with firepits. Not leaving out the adults, the club is also creating an adult playroom with golf simulators and poker tables.
The downstairs area of the club will feature locker rooms with amenities focused on the skier.
“Boot driers, glove driers, charging ports, places to hang clothes or other gear—it has it all,” he says.
A unique aspect of the club will be its ski valet.
“Storage is a critical part of the ski experience,” Bigley says. “One of the big things about skiing that makes it difficult is not the sport itself, but the logistics of getting on and off the mountain. Our ski valet provides a level of ease and eliminates the schlepping around in your skis and boots.”
Bigley says the vision is for a member to come into the club, let the team know what skis they want, and then grab breakfast while the team gets everything ready.
“When members come back in from the mountain, the ski valet is ready for you,” he continues. “You hand your skis to them, go down to the locker room and come up to the bar and have some fun.”
The club also plans for a phase two of amenities which will include a gym and wellness center with an outdoor pool and hot tub.
Building the Community
Bigley says The Alpine Club will accommodate a wide range of generations. Although it will attract a large ski population, the club will host events focused on other activities, such as snowshoe hikes to dinner.
“Members could snowshoe up from Mountain Village, find some surprises along the trail and then get to the restaurant for a nice dinner,” he says.
“I think the club will be geared towards people who love the mountain lifestyle and who love adventures and activities.”
As the club gears up for 2027, Bigley and his team are still in the early construction phases, but the club is already accepting memberships. The Founder memberships are already sold out, and the focus has shifted to the friends and family category.
“We’re being very thoughtful about how we curate and approach membership,” he says.
Even though the club isn’t officially open, events are already happening to build excitement. The club recently held an event on Main Street for skijoring—where a skier is pulled by a horse—taking over a restaurant patio with an elevated stage, catering, and a DJ. Prior to that, the club invited members to a comedy festival.
Bigley wants The Alpine Club to be approachable while providing five-star service. On the cuisine side, he calls on his deep restaurant roots.
“In a restaurant environment, it’s easy to say this will be an Italian or Mediterranean restaurant, but in a club environment, we need to appeal to a broad range of people because it’s everyone’s club,” he says.
That ability to create a sense of community is how Bigley will measure success.
“To me, success looks like community and connection,” says Bigley. “It’s about staff engagement, having staff return year after year, and creating connections with not just teammates, but with our members.”
