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David Clark, Vice President, Associate General Counsel, of the travel industry. Amber Rich, director of engagement at
Aspen Snowmass, CO Visit California, will share insights and strategies for attracting and
Ron Cohen, President & COO, Squaw Valley / Alpine Meadows, CA serving this valuable market.
Richard Donahue, JD, Sr. Vice President – Director of Claims
& Loss Control, MountainGuard The MySnow Experience & More: How ASSQ,
Kim Viergever, The Rietz Law Firm Les Sommets & Burton are Growing Skiing
Ski areas are fairly well-versed in the nuances of torts and ski injury & Snowboarding in Quebec
claims. But there are far-reaching and equally impactful legal issues Jeff Boliba, Vice President of Global Resorts, Burton Global
beyond guest injuries, particularly with federal law and contracts, Yves Juneau, President & Chief Executive Officer, Quebec Ski
no matter what state you are in. From federal statutes that regulate Area Association (ASSQ)
marketing and sales outreach to customers, to employment law Simon Pagé, Director, Customer Experience Sommet Saint-Sauveur
issues, the burgeoning growth of arbitration, disability laws, and & Director, Ski Schools & Group Sales, Les Sommets
contractual issues unique to the ski industry are impacting resorts Demographic and participation trends stress the need to generate
of all size. While these are complicated issues, we want them new participants for snowsports. While there are many programs
on your radar and in your vernacular, so you know when to look that promote the growth of skiing and snowboarding, conversion
further into some of these issues affecting our industry. This panel rates have not increased as dramatically as desired. Tennis, hockey,
of in-house attorneys, and members of ASDA (Association of Ski and soccer have developed successful initiatives across Canada.
Defense Attorneys) will expertly tee up this important conversation. Following the success of these programs, Burton, the Quebec Ski
Areas Association, and the province’s resorts have joined forces to
2:45 p.m. – 4:00 p.m. generate greater awareness for skiing and snowboarding, drive
The Legal Issues Facing Our Industry: increased participation, and focus on lifetime conversion. With the
A Year in Review goal of introducing 50,000 new participants each winter in La Belle
Sponsored by 1Risk Province, the Quebec model is converting as many as 31 percent
(CLOSED SESSION: Resort Personnel Only) of new participants into resort guests. Bringing the mountain to
Moderated by Thomas Aicher, Principal, Cleary, Shahi & Aicher participants might be part of the answer.
John Fagan, Partner, Duane Morris LLP
Brad Stanford, Shareholder, Litigation Group Chair,
Farleigh Wada Witt
Adam Strachan, Principal, Strachan, Strachan & Simon, PC
Mistica Walker, Specialty Claims Adjuster, Safehold Special Risk
Our panel of esteemed ASDA attorneys and insurance special-
ists will examine some recent claims, court decisions, and legal
issues impacting ski resorts across the country, with some notable
successes that all ski areas should build upon. Challenges remain.
Our panel will analyze both successes and defeats, and address
operational considerations to minimize legal exposure and mitigate
guest injuries—including issues related to chairlift incidents, inher-
ent risk statutes, special events, social media, releases and waivers,
and the growing challenges of inbounds slides, tree wells, snow
immersions, and terrain closures.

China Ready: A Case Study on Visit California’s
Global Ready Program DEVELOPMENT
Amber Rich, Director of Engagement, Visit California WITHOUT COMPROMISE.
OMEGA V.
China is California’s No. 1 overseas market; in 2018 alone,
Chinese travelers accounted for 1.6 million trips and over $3.4
OVER THE YEARS, NOT A SINGLE PART
billion in spending, with visitor spending projected to increase
OF THE CABIN HAS REMAINED THE
another $1.8 billion by 2022. In order to prepare tourism busi- SAME. WE HAVE CONTINUALLY
DRIVEN FORWARD ITS DEVELOPMENT.
nesses to serve this important market, Visit California launched
At the same time, the core values of the
the Global Ready program, a series of cultural, sales and service
original have always been retained. Our
trainings that highlights best practices for welcoming Chinese recipe for success: unmistakable identity
cwa.ch and consistent further development.
visitors. Since the program’s inception, the Global Ready China
seminars have attracted thousands of individuals from all sectors

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181119_OMEGA GENERATION_92x118.indd 1 CONVENTION 2019 | NSAA JOURNAL | C19