Riding the wave of success of The Surf Lodge, Brazilian entrepreneur and founder Jayma Cardoso debuted at an Aspen outpost of the popular Montauk destination, aptly named The Snow Lodge, during the 2019 holiday season.
Now, channeling the success of The Snow Lodge, which initially opened at the foot of Aspen Mountain and moved to St. Regis ahead of the 2021-22 ski season, Cardoso is launching its latest adventure: The Summer Lodge.
Located within the same space inside and in the courtyard of the St. Regis as during the winter, The Summer Lodge will feature an array of live music, a wellness component and dining, with an emphasis on the brunch menu of debut. Cardoso has signed a five-year lease with the St. Regis Aspen, majority hotel owner Stephane De Baets said this week.
“We are thrilled. We are ready. I want to do even more in Aspen, ”Cardoso told her over the phone from her New York base on Tuesday.
Cardoso revealed that not only is he looking for a second space locally, but he is “seriously considering” moving to Aspen full-time.
“I think there are so many opportunities in Aspen to carry out some extraordinary projects. We are looking to expand and want to do more, ”Cardoso said, noting that she is limited in what she can achieve from afar, no less as a full-time mother.
Traveling back and forth from New York City, including many red-eyed flights, while she ran her business and was the mom of her 7-year-old son “is really exhausting – it puts a strain on you,” she said.
Since spending more time in Aspen, Cardoso said she has fallen in love with the community, to which she credits much of The Snow Lodge’s success.
“I’m not going to lie, it’s super exciting, but a little stressful at the same time,” Cardoso said, adding a third concept to his brand. “But I have to say that the local team that we have grown in the winter has made a big difference. I feel very fortunate to have found fantastic people on the pitch who hugged us and trusted us ”.
Cardoso particularly credited the leadership of Mladen Todorovic, a local restaurant company for over a decade that is now at the helm of The Summer Lodge. Todorovic is best known in Aspen as the face of the popular (and now defunct) breakfast spot Over Easy, which he has owned and operated for several years. After taking on other restaurant ventures, including opening and selling Roosters in Carbondale, Todorovic worked at The Snow Lodge as a server last winter.
When Cardoso got involved in The Summer Lodge, he chose Todorovic to fill the role of general manager.
“Staying on the ground and being integrated makes such a difference compared to hiring people from the outside,” Cardoso said. “If we hadn’t had this team built, [The Summer Lodge] it would have been really challenging ”.
For his part, Todorovic is excited to return to Aspen, in particular, by focusing on his favorite food group and strengthening the brand’s engagement with the local community.
“Brunch was actually Jayma’s idea, and I was super excited about it,” Todorovic said. Every weekend from 11am to 3pm, brunch will include an “elaborate” seafood tower, a custom omelette station, pasta and more traditional breakfast staples, he said. The brunch buffet, along with a libation of your choice, is offered to local residents for $ 75. “An endless supply of king crab, shrimp, oysters [for $75]? Literally unheard of, “joked Todorovic.
“We would like to make this a space where more locals will come and not just tourists,” he added. “Actually, that’s what I’m here for.”
The Summer Lodge also partners with local fitness studios, including CycleBar, Higher Terrain, and O2 Aspen, to host backyard classes every Saturday morning. The lessons are open to anyone; admission is $ 40 and free for hotel guests. In honor of Pride Month, 100% of the proceeds from tomorrow’s CycleBar lessons (9 and 10) will go to AspenOUT, the LGBTQ + non-profit organization that produces Gay Ski Week.
As someone who aims to meditate for 20 minutes every morning, Cardoso hopes to expand the theme of wellness over time by noting, “It’s something that’s very important to me and our brand.”
But the centerpiece of the brand – and where Cardoso shines as in his role as creative director – is live music.
The Snow Lodge, in partnership with Belly Up, has brought big names to town, including but not limited to The Chainsmokers, Bob Moses, Sofi Tukker, Lukas Nelson, Thomas Jack, Diplo, Elderbrook, Noah Cyrus, James Murphy, Blondish, Paris Jackson, DJ Cassidy and Jake Wesley Rogers.
While Cardoso is finalizing the series and plans to release the entire lineup next week, confirmed acts so far include Shaus, Mojave Gray, Poolside, and DJ Ayokay, who performed at the lodge last night and is expected to return in July.
“I strongly believe that when you have a successful formula, you build from it,” said De Baets of his partnership with Cardoso. “We tested the winter collaboration, which really worked, and we’re thrilled to be working with Jayma and her team this summer.”