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of Michael Kennedy at Aspen and Sonny Bono at Heavenly. In the at US resorts grew considerably under his leadership. Indeed,
span of six days, these two fatalities rocked the industry, leading during the 15 seasons prior to Berry’s involvement with NSAA,
to an unprecedented national and international media scrutiny on skier visits averaged 50 million annually; in just this last decade,
industry safety, helmet issues, and the risks within the sport. Berry he successfully navigated the industry to an average of 57 million
made appearances with several media outlets, while his team visits annually.
at NSAA faxed more than 600 press releases and skier safety Under Berry’s guidance, NSAA led the industry with economic
information packets to ski areas, state associations, and scores of and demographic research to better refine market strategies for ski
media organizations. At that time, NSAA had created a collection areas. He also steered NSAA to establish its bi-monthly magazine,
of industry “fact sheets” that, even to this day, easily and concisely the NSAA Journal, which has become the authoritative voice for
provide at-the-ready industry statistics, context, and information for sharing ideas, trends, and operational innovations in snowsports.
the media, answering common media inquiries about the sport— As NSAA’s president, Berry and his team developed cutting-edge
while keeping the industry in as positive a light as possible. Today, safety and educational programs, and elevated the organization’s
it’s a level of transparency that is continues to be the model for regional and national conferences and tradeshows. He emphasized
other industries. Berry’s ability to articulate pro-industry positions state and federal advocacy programs to positively influence public
with the media has been one of his most important and unsung policy on a wide range of industry concerns, including federal lands,
achievements. water and environmental regulations, labor and employment issues,
But it was Berry’s critical role in re-establishing NSAA as the risk management and tort reform, and aerial tramway guidelines.
dominant force and influential voice of the ski industry at a pivotal Berry was also instrumental in growing the ski industry’s Gold Pass
time when it was maturing after the first generation of owners and program—raising $4 million annually—to fund world-class athletes for
operators that really made him a standout. Under Berry’s vision, he national and international competitions and the Olympics. In April,
led the industry toward a more sophisticated business paradigm for all of these contributions, Berry was deservedly inducted into the
with a new emphasis on creating and sustaining a growth model US Ski Hall of Fame.
for the sport and future operators. Berry’s unrelenting promotion of To be sure, significant challenges remain for our industry,
NSAA’s Growth Model, launched in 2000, has been one of his most particularly in growing the sport against the competition of other
impactful successes during his tenure. Berry forcefully stressed recreational and leisure activities, climate change, and demographic
the competing demands on families’ time and recreational choices upheaval. But Berry leaves NSAA with an incredible—and too often
affecting the growth of skiing and snowboarding. As a result, he unheralded—staff that he nurtured, and he has built a remarkably
led the charge for ski areas to improve guest engagement, invest in solid and financially secure foundation for this organization’s
operational upgrades and resort expansions, prioritize equipment continued success, influence, and growth. The hallmark of a great
and product enhancements, and expand marketing incentives and leader is to leave a lasting legacy of strength, relevance, stability,
pass options. and impact.
It was Berry’s advocacy that led to the creation of the Learn The ski industry is indebted to Berry for 25 exceptional years
to Ski & Snowboard initiative in 2009, which has brought nearly of commitment and service. It is my distinct pleasure and honor, as
900,000 beginner skiers to the sport. Thanks to Berry’s unyielding NSAA’s board chairman, to celebrate Michael Berry’s considerable
emphasis on resort trial and conversion initiatives, skier visits achievements with NSAA’s Lifetime Achievement Award.

2000: Launches the NSAA 2009: In conjunction with SIA, 2014: Honored with the North American
Model for Growth for the introduces Learn to Ski and Snowsports Journalists Association’s Carson
1998 to present: US ski industry. Unveils Snowboard Month, which has White Golden Quill Award for outstanding
Serves on the board the four-color bi-monthly introduced close to 900,000 contributions to the advancement of snowsports
of directors for USSA. NSAA Journal. beginners to the sport to date. in North America.

1999: Appointed member 2005: Honored with 2011: Launches the NSAA Conversion 2017: Inducted into
of the FIS World Alpine Ski USSA’s Julius Blegen Cup Challenge to recognize resorts with US Ski & Snowboard
Championships Committee. Award for outstanding outstanding programs for snowsports Hall of Fame.
service to the organization. trial and conversion.

CONVENTION 2017 | NSAA JOURNAL | C31