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Sessions (cont.)

Geraldine Link, Director Government Affairs, your pen and paper to capture new and different ideas that just might
National Ski Areas Association make the difference in why someone chooses your area over another.
As with any transition in administration, change is to be expected.
From dismantling the Affordable Care Act to immigration policy and 1:45 p.m. – 3:00 p.m. (Sunday cont.)
rolling back environmental regulations, the Trump administration
is working to fulfill its campaign promises. The administration will Content Overload: Are We Force-Feeding
also select more than 1,000 appointees for key posts in executive Our Customers?
branch agencies. These significant shifts in policy and people will M-J Legault, Partner/Strategic Planning Director,
undoubtedly affect your business—for better or for worse. Geraldine Origin Design + Communications
Link and Dave Byrd, NSAA’s government affairs and regulatory Danielle Kristmanson, Partner/Creative Director,
experts, will sift through executive orders, political assignments Origin Design + Communications
and nominations, and legislative wrangling to give you actionable Every minute, 2.78 million videos are viewed on YouTube, 39,000
insight into what you can expect from Washington DC over the next images are posted to Instagram, and 537,000 photos are shared on
four years. Snapchat. Content used to be the way for brands to cut through the
clutter, but now content is the clutter. Content marketing has turned
Industry Metrics: Their Value & Use areas not only into media producers but also curators of others'
Nate Fristoe, Managing Director, RRC Associates content. Guests face an ever-increasing challenge in deciding
Steve Rice, Sr. Managing Director, CNL Financial Group what’s truly important or relevant and what’s just more noise. Join
Each year, NSAA and RRC produce several reports containing Marie-Josee Legault and Danielle Kristmanson from Origin Designs
a wealth of valuable data and information that can be vital to as they explore how to stand out from everyone else by creating
understanding your business—locally, regionally, and nationally. useful, trusted content that resonates with your target audience,
The Demographic Study, the Kottke Study, the Economic Analysis, new and old.
the Wage & Salary Survey, and the Beginner Conversion Study
all provide insights into specific aspects of area operations and A Year in Review: A Closer Look
industry data. The panel session will not only discuss the critical at the Current Legal Environment
industry metrics important to know and understand, but it will also Moderated by Thomas Aicher, Principal,
provide examples of how to use the data to make smarter, more Cleary Shahi & Aicher
informed decisions about your area. John Fagan, Partner, Duane Morris LLP
Ruth Nielsen, Shareholder, Keating, Bucklin & McCormack
From Pedals to Powder: What the Ski & Ride Industry Kimberly A. Viergiver, Rietz Law Firm
Can Learn From Biking Mistica Walker, Specialty Claims Adjuster,
Elysa Walk, General Manager, Burton Snowboards Safehold Special Risk
Elysa Walk, GM for the Americas for Burton Snowboards, brings Each year brings new and different incidents and litigation. Our
a unique perspective to the snowsports industry. Coming from the panel of legal experts will break down the current crop of cases,
biking industry with more than 66 million participants to one with exploring the nuances that make each significant. With issues
approximately 8.4 million, there are drastic differences. Join Walk as ranging from terrain parks to negligence, the details will reveal what
she talks about her transition into this industry, shares the lessons you can do to prepare to protect yourself if similar incidents occur
she's learned as a female leader in male-dominated industries, and at your area. Considering the complex and ever-changing legal
provides a glimpse into her vision for bringing more women and girls environment areas face across the country, your attorneys and risk
into snowboarding. managers will not want to miss this session.

Giving Them What They Want: Beyond Skiing: The Next Generation
Meeting the Expectations of a New Guest in Area Attractions
Sponsored by AllOver Media Mountain Group Moderated by Parker Riehle, President,
Dave Amirault, Marketing Director, Vermont Ski Areas Association
Snowbird Ski & Summer Resort, UT Steven Fuller, Vice President, Bristol Mountain Resort &
Meeting the expectations of your guests is fundamental to delivering Roseland Adventure Attractions, NY
on your brand and marketing promises. But how do you know those Jessica Milligan, VP, Chief of Product, Sales & Services,
guests are getting what they want? Dave Amirault, marketing director Jackson Hole Mountain Resort, WY
for Snowbird Ski & Summer Resort, will dig into the products and Steve Wright, President & General Manager,
services that are capturing the attention and wallets of younger Jay Peak Resort, VT
generations. From Wi-Fi to electric vehicle charging stations and from As areas of all sizes and in all markets have expanded beyond
kale chips to craft beer, the amenities that our current customers offering only skiing and riding, they have tried many different
want—and those we want to be our customers—are evolving. Bring activities and amenities to attract customers all year round. From

C14 | CONVENTION 2017 | NSAA JOURNAL