REI Begins Annual Twinkie Roasts

Posted on October 14, 2009

REI Twinkie Roast 2009


REI held its first of many Twinkie Roasts across the country today. The quirky annual employee event is held to beckon Mother Nature to provide a hearty snowfall on behalf of snowsports lovers everywhere. The REI Twinkie Roast began in the late 1970s at the co-op's Berkeley, California store.

REI doesn't formally track the success of its Twinkie Roasts but they do claim some mysterious successes. According to employee accounts, after the Denver store's 2006 Twinkie Roast, fondly remembered as the burning of the "Twinx" (Twinkie sphinx), there was a Christmas blizzard and the sixth highest single day snowfall on Colorado records. This success was surpassed in 2007 by the burning of the "Twinnacle" (climbing pinnacle wrought from sponge cake) when snow fell in the mountains 59 out of 62 consecutive days.

Photo: REI