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concerts and food and wine festivals to disc golf and mountain Colorado State University
biking, the variety is incredible. Many of these have been adopted by It’s no secret that employees are critical to the success of any
virtually every area, so what can you do to separate yourself from the business. Increasing employee engagement has been proven
crowd? We’ve brought three areas together with unique offerings to grow revenues at companies of all sizes. For more than two
that are true differentiators: Jackson Hole with its European-like Via decades, developing and increasing employee engagement has
Ferrata; Bristol Mountain Resort with its wakeboard park; and Jay been the focus of Mark Gasta, former executive vice president and
Peak with its hockey rink and water park. chief people officer for Vail Resorts. Drawing from his knowledge
and understanding of organizational development, strategy, and
Reclaimed Water: Making Every Drop Count culture, Dr. Gasta will provide proven strategies to maximize the
Moderated by Judy Dorsey, President, Brendle Group potential of your workforce and deliver concrete results.
Ken Hess, General Manager, Massanutten Resort, VA
JR Murray, General Manager, Arizona Snowbowl, AZ Attracting & Engaging Four Generations:
Amy Ohran, President & General Manager, Boreal Mountain Strategies for the Entire Family
Resort, Woodward Tahoe, Soda Springs, CA John Ashworth, Principal, Bull Stockwell Allen
Snowmaking technology has evolved constantly as companies seek Gregg Blanchard, Director of Marketing, Inntopia
to develop more efficient guns and systems, allowing areas to make Claire Humber, Director of Resort Planning & Design,
snow in a wider range of conditions than ever before. Yet the one SE Group
critical element that hasn’t changed for any system since modern David Tirman, Executive Vice President, JMA Ventures LLC, CA
snowmaking began in the 1950s is water. This precious resource Skiing and riding are considered family friendly, and because today
requires careful management and, in some cases, intricate legal there are often four generations travelling and recreating together,
maneuverings to guarantee access. In the face of scarcity, areas in smart areas are embracing this opportunity with intentional design,
the West and the East are applying new technologies to process products, and marketing to capture all of them. Bringing together
and treat wastewater and make snow from that reclaimed water. panelists from areas around the country, this session will dive into
Learn from their experiences and successes as they’ve overcome how these areas have thoroughly re-considered their approach and
the operational, regulatory, and psychological hurdles to making re-positioned themselves to attract the entire family, whether they
snow with reclaimed water. are skiers, riders, or neither.

3:15 p.m. – 4:30 p.m.

Partnerships & Influencers: Leveraging Outside
Resources To Gain New Skiers & Snowboarders
Moderated by Mary Jo Tarallo, Executive Director,
TMMM
T T T
Learn to Ski & Snowboard Month/Bring a Friend
Scott Brandi, President, Ski Areas of New York, Inc. - ISKINY
Raelene Davis, COO & Vice President of Marketing, Ski Utah
Jessyca Keeler, Executive Director, Ski New Hampshire
Mickey MacWilliams, Executive Director,
Michigan Snowsports Industries Association
Mike Reitzell, President,
California Ski Industry Association
The Learn to Ski and Snowboard Month and Bring a Friend
initiatives have developed tremendous resources to help areas and
retailers generate interest in snowsports and drive increases in
new skiers and riders. At the same time, areas around the country
have developed relationships and discovered additional resources
(4
(414) 397-1233
SUMMER
that are further increasing the effectiveness of their marketing and (4
outreach programs. Our panel of area marketers and leaders will m-Snow.com
share how they developed these alliances and brought new partners TUBING LANES
in to grow skiing and riding.
rollers and banked turns
quick, portable setup
From Front Line to Bottom Line:
water lubrication NOT required
Every Employee Matters
dirt work NOT required
Dr. Mark Gasta, Principal, FMG Leading, &
mSnow - proudly recycleddddeeeeeeeccycclcllll ddyycycyyyyyy eeeccccS dl l l l l l l in the USA
Associate Professor, Masters of Tourism Management,

CONVENTION 2017 | NSAA JOURNAL | C15