Alpine Meadows residents: ‘Long Live Treats’Me
This story is one with a happy ending, especially for those loyal to the heart of Alpine Meadows.
Melanie Jackson is once again baking her popular cookies in the cozy nook under Alpine’s breezeway ” much to the delight of the many loyal skiers and snowboarders willing to stand in line to taste her treats.
And her return gives witness to not only the community’s support, but also to the ski resort’s desire to bring back Alpine’s local connection.
“She certainly is the local flavor at Alpine,” said Rachael Woods, Alpine Meadows’ spokesperson. “There’s only one Melanie.”
Jackson’s history with Alpine Meadows goes back decades, to the first time she pulled into the parking lot in the winter of 1969-70. Instinct told her that the Tahoe-area ski resort would be a lifelong friend.
“I drove into the parking lot, and I looked at [my friend] and I said, ‘I’m going to work here one day,'” she said.
She had no way of knowing then that her cookies would become an integral part of Alpine’s character.
After 18 fun and successful years of business and baking, Alpine’s then-owner Powdr Corp. approached Jackson and her business partner, Deana Granger, in 2004 and asked that Melanie’s Treats leave once the winter ended.
“They wanted to run a business in that spot themselves,” Jackson said.
When the ski resort conglomerate opened up its own version of a cafe and a coffee shop the following season, Jackson said she was never bitter, though she did question the decision.
“That was their choice,” she said. “And Powdr Corp. made that choice.”
But closing her bakery did not stop Jackson from baking. Jackson said she would hand out her irresistible cookies on the chairlift when she went skiing.
“So that people wouldn’t forget how good they were,” she said.
Her customers also questioned Powdr Corp.’s decision. Supporters signed petitions to bring back Treats, and made bumper stickers proclaiming “Viva Treats!”
Their voice was finally heard when Powdr Corp. sold the resort this summer to JMA Ventures.
JMA Ventures wanted to return Alpine to the local community, Woods said. And when they asked their employees what steps they should take to make Alpine a local’s mountain, they were told to bring back Treats.
“There’s so many reasons why Treats is great,” Woods said. “It’s delicious, first and foremost.”
JMA asked Jackson to resurrect her business this fall. She opened her doors, for the second time, on Saturday.
This time around, Jackson is running her business solo and the bakery is dubbed “Viva Treats.”
“As in, ‘long live Treats,'” Jackson said.