As the calendar flips to January and the kids return to school, Ellicottville takes a collective breath. The lights are still glowing, the snow is still falling, and ski season is far from over - but the frantic pace of the holidays gives way to something different. Steady weekdays. Familiar faces back at the bar. Time to reset, reflect, and settle into what many locals say is the best part of winter in a ski town.

For businesses across the village, early January is both a transition point and an opportunity. The holiday rush may be in the rearview mirror, but winter’s long game is just beginning. At The Boardroom Snowboard Shop, owner Spencer Timkey said this year’s holiday season raised the bar.

“The holidays - and especially Christmas week - are always a busy and important time, but this year set a new high bar,” Timkey said. “The weeks leading up to Christmas were absolutely hammering, and a lot of that was predicated on how strong of a start we had. Definitely some powder panic. Overall, December and into the holiday were incredibly strong.”

While foot traffic may slightly dip after New Year’s, January brings a steadier, more predictable rhythm. Visitors arrive with intention, often staying longer, skiing more, and lingering downtown without the pressure of packed schedules.

“With the mayhem of the holidays over, we now transition into more consistency,” Timkey explained. “Families are here midweek, school groups are starting, and for us it will be settling into our mid-winter routine. People are now starting to buy based on need - they come to town, start using their stuff, and realize they need to upgrade some of their equipment.”

Restaurants experience a similar shift. While weekends remain busy, weekdays slow just enough to allow both staff and guests to settle into a groove. “The holidays are typically a ‘first wave’ of the season,” said Nick Pitillo, owner of Villaggio. “But the reality is that we are now in the thick of the season, and we hope it lasts throughout the next three months. Having a great start is imperative for us to have a successful ski season.”

Ask around town, and you’ll hear it again and again: January is when Ellicottville feels most like home. Lift lines are shorter (especially during the week). Parking is (somewhat) easier. Locals’ nights return. The village hums instead of buzzes. “I think every month is important,” Timkey said, “but January is that deep winter, locked-in time where conditions are premium and everyone starts to settle in.”

For wellness-based businesses, January is also when the village’s ski identity is on full display. “January is the heart of our identity as a ski destination,” said Leah Rusiniak of Anew Beginning Massage & Spa. “It’s an essential month because it establishes the rhythm for the rest of the winter.”

WINTER EXPERIENCES BEYOND THE SLOPES

From live music and dining to recovery-focused wellness offerings, the month encourages visitors to explore beyond the mountain. At Anew Beginning Massage & Spa, the post-holiday shift is clear.

“While December is focused on gifting, January is when those gift certificates start being redeemed,” Rusiniak said. “The pace changes from the frantic holiday rush to a more steady, restorative flow. We also see a shift to the winter sports crowd - people looking for physical recovery after a day on the slopes.”

This month, the spa is focusing on skin hydration and muscle recovery, highlighting nourishing facials for winter skin and encouraging midweek visits as a way to “beat the January blues.” “We know the winter wind can be harsh, so we’re highlighting our deeply nourishing facials to combat winter skin,” said Rusiniak.

“If the early snow is any indication, we anticipate a very strong, consistent season through March,” continued Rusiniak. “We usually start our formal planning for spring and summer services in late February. By then, we’re already looking at inventory for lighter, more citrus-based skincare products and preparing for the shift from 'ski recovery' to 'hiking and wedding season' prep. But for now, we are fully embraced in the heart of winter!”

Villaggio is also leaning into winter creativity, expanding offerings beyond the dining room. “This year we’ve started a new service called Villaggio Express,” Pitillo said, noting that customers can now take home prepared favorites like lasagna, pastas, sauces, and chicken parm. The restaurant is also expanding in-home catering and ramping up its live music schedule for the heart of the season. Claudia Hoyser, Miller and the Other Sinners, Jackson Stokes, and a Fan Favorite From Canada are coming back to party with us as well… to name a few.”

LOOKING AHEAD WHILE LIVING IN THE MOMENT

January is also when businesses begin balancing confidence with caution, enjoying strong conditions while planning for what’s next.

“Everyone can breathe easy with how strong of a December we had,” Timkey said. “With the unbelievable snowmaking at both resorts, it would take an absolute catastrophe for this thing to go sideways now.”

Planning for future seasons is already underway. “We started thinking about next season back in November,” Timkey added. “Right now I’m sitting at a buying show in the Poconos for next season - always trying to get a little bit better.”

Pitillo echoed the optimism. “January and February are typically our busiest months of the entire year,” he said. “Positive thoughts abound in our village right now, and I see no reason to think otherwise.”

While January may not bring the same surge as holiday weeks, it remains an essential piece of the winter economy. Weekend traffic continues, ski conditions often peak, and visitors seeking a more laid-back getaway choose January on purpose. For those in the know, this is when Ellicottville shines - snow-covered, welcoming, and comfortably itself.