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Main St, Colorado 80424, USA
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It's Pronounced "Oo-ler" Breckenridge Colorado United States

It's Pronounced "Oo-ler"

There are few places on earth where snow is discussed with as much veneration, approbation, and frustration than in a ski town. Snow, or lack of it, can make or break a town, and residents will resort to just about anything to ensure a good snow year.

Since 1962, the winter-loving residents of Breckenridge, Colorado, have taken to appealing to a power of the Nordic pantheon.

Each January, the town holds Ullr Fest: a weeklong celebration honoring Ullr, the Norse god of snow. The theory behind the party is that, with enough revelry and supplication, Ullr will smile down on Breckenridge and send the snow. Though the festivities vary, the Ullr Fest parade is always the main event.

With fur, beards, and horned helmets aplenty, parade floats have ranged from decorated buses to swimsuit-clad folks in hot tubs to a ski jump (yes, folks actually skied down the ski jump). You never know what might show up.

In a town where snow is white gold, Ullr is king. And it's good to be king.