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Photos courtesy of Brad Moretz at Appalachian State University. Reba has also been the trea-

surer of the Southeastern Ski Areas Association since 1975.
In stark contrast to her genteel charms is Reba’s fierce and
unwavering support of her Appalachian State Mountaineers.
She often reminds people that it was Appalachian State who
upset the powerful University of Michigan Wolverines in
college football in 2007, a road game in Ann Arbor.
“Michigan was ranked number five in the polls before
that game,” Reba told me the first time I met her, gently
touching my arm to hold my attention. “But they weren’t
ranked after that game,” she added wryly (today, that game
remains one of the greatest upsets in college football history).
Reba with Luke Winkelmann of Blowing Rock, NC, who learned to slide on Reba and Grady were generous with their time and ser-
Appalachian Ski Mtn and is now a member of 2020 U.S. Ski & Snowboard team.
vice to the university, and they also donated generously to
pair of bibs, jackets and gloves after every rental. It’s a tidy fund scholarships, arts programs, and athletics. In 2015, the
business operation—literally and figuratively. university honored
One especially clever concept for the layout of the base Reba with its pres-
lodge operations was to direct the flow of guests through tigious Lifetime
their gift shop on the way to the clothing rental shop. From Outstanding Service
a sales standpoint, it was an ingenious idea underscoring the Award. The duo
value of lucrative impulse purchases, guiding a captive audi- were also honored
ence through the gifts and logo gear before arriving at the by the Governor’s
clothing rental area. Conference on
Appalachian also established a unique independent Tourism for their
ski school concession to operate at the ski area called the significant contri-
French-Swiss Ski College (FSSC), owned by industry pioneer Grady and Reba were honored by the Governor's butions to the state’s
Jim Cotrell. Reba proudly boasts that the two businesses, Conference on Tourism of North Carolina. tourism industry,
together, created the best place to learn to ski and snowboard and in 2009, they were awarded the Order of the Long Leaf
in the Southeast. The French-Swiss Ski College brought Pine, the state’s highest civilian award awarded by the North
military groups and home-schooled families to the mountain, Carolina governor.
and developed accredited physical education programs with Reba’s brainstorm to create a winter clothing rental opera-
over 100 colleges and universities in the region. tion from scratch at Appalachian remains one of her proudest
“Our ski school has taught over one million people to achievements—besides her children and four grandchildren,
ski and snowboard,” Reba emphasized. many of whom have joined in the family business. Reba’s son,
Not only was Reba an exceptional business woman, but Brad, has moved into the president and general manager role
her graciousness and hospitality are legendary. She often at the ski area, and her daughter, Brenda, is vice president over-
opens her family’s home to visiting ski industry colleagues, seeing the retail and clothing rental operations. With great sad-
and tries to make snowplay and skiing accessible to everyone ness, Reba’s husband Grady passed away last year after 62 years
who came by the area. One of Reba’s greatest joys is interact- of marriage (which is an accomplishment in and of itself).
ing with guests from many different locations, and leaving After 57 years in the ski business, Reba’s advice for the
them with a life-long skiing memory. industry is profoundly wise: “Get to know your staff, show
“I remember a time when a little boy came up to me once them sincere appreciation, and treat them like family.” But
and said, ‘Do you remember me? I am the one who bought sharing the sport with others is equally important. “We need
goggles from you last winter’,” Reba fondly recalls. “I had sold to make skiing and snowboarding affordable for beginners,”
thousands of children’s goggles, so this child’s question made she added, ever true to her core passion for growing the sport.
me realize how important those goggles were to him.” Reba turns 87 this December, and looks forward to
Not only did Reba excel in the male-dominated ski another winter. She’ll be back at the Appalachian Ski Mtn.
industry, but she was heavily involved in her local community. base lodge, working alongside her daughter Brenda and her
She served on the Board of Directors for the region’s largest son Brad, to grow the next generation of southern skiers
bank, and also served several terms on the Board of Trustees and snowboarders.

82 | NSAA JOURNAL | CONVENTION 2019