On a summer afternoon in Zermatt, Switzerland, Susanne Reich was making her way down a steep hillside after her morning hike. Her two daughters were in tow, laughing behind her as they pulled up wildflowers and ran about in sheer delight. She stopped to take in the scene, recognizing that she was in a place unlike any other. The mountains have a power of their own, capable of inspiring and cultivating creativity – and so the idea of Alp-n-Rock was born. It put down its roots in the green, undeniable summertime glow of the European hillsides, alive and moving with its rustling grasses, chirping crickets, and babbling streams.