General Sessions
The theme for 2025’s forum is PEAK PERFORMANCE.
CHECK OUT THE PROGRAM BELOW.
Thursday, April 10
8:15am - 9:55am GENERAL sESSION
WELCOME TO MTS
Catherine Brask, Director of Marketing and Content, MTS
Welcome to SNOWMASS VILLAGE
Alyssa Shenk, Mayor of Snowmass Village
The State of Mountain Travel: Trends, Tech, and Transformation
Phocuswright and Inntopia partnered on a groundbreaking study aimed at uncovering the latest lodging and destination trends and behaviors and preferences of mountain travelers. We addressed critical industry topics, such as: How is digital transformation reshaping ski traveler behavior? What role does/could technology have in enhancing the ski travel experience? What is the role of social media and mobile technology in ski and mountain travel? What are the emerging trends in ski destination preferences and the impact of climate change on decisions? What are the most important lodging supply and demand trends related to volume/inventory, inventory type, use patterns, pipeline assessment? We'll provide actionable insights and strategies to help destinations and mountain travel businesses thrive in this evolving landscape.
Madeline List, Manager of Research and Special Projects, Phocuswright
Chad Dyer, Owner and Global Managing Director, Mountain News, publishers of OnTheSnow & Skiinfo
Tom Foley, SVP, Business Intelligence, Inntopia
Peak Performance: Finding Growth in a Slow-Growth Market
In today’s ski industry, resort marketers are navigating a tough terrain—slower industry growth, lean teams, and often flat budgets. Add in unpredictable weather, evolving privacy regulations, and a shifting measurement landscape, and it’s no surprise that marketing teams often feel like they’re skiing blind.
This session will carve a path through these challenges, showcasing how integrated data strategies are transforming fragmented sales systems into powerful marketing engines. Learn how leading ski resorts and mountain destinations can leverage modern and accessible tools to:
Pinpoint opportunity markets and optimizing campaigns year-round
Measure and influence the customer journey across web, social, and email
Tailor messaging and offers based on real visitor behaviors and intent signals
Boost ROI by shifting from guesswork to precision-driven marketing
Get ready to take your marketing from reactive to proactive—because in a slow-growth market, smart strategy is the key to staying ahead of the curve.
Nicole Brownell, Chief Operating Officer, Zartico
Delivering Value from Values
New to the mountain tourism and outdoor industries, Christopher Miller brings fresh perspective from leading values-driven strategies at some of the world’s most purpose-led brands. He’ll share insights on how aligning business with values can deepen customer loyalty, drive impact, and shape long-term success. He’ll also highlight how Aspen One leverages its influence to advance systemic climate action and inspire a better world.
Christopher Miller, SVP of Sustainability and Advocacy, Aspen One
9:55am - 10:15AM Break
10:15am - 12:30pm General Session II
The AI Advantage
AI isn’t the future—it’s now, and it’s revolutionizing how businesses operate and sell. Wherever you are in the mountain travel industry, this session will show you how artificial intelligence can streamline operations, spark innovation, and drive revenue. Led by Mike Lannen, founder of Eternity, a leading digital marketing and AI consulting firm, this session will equip you with the tools and insights to embrace AI confidently—even if your team or customers are skeptical.
Mike Lannen, Founder,
Eternity
Epic Innovation: Continuing to Redefine the Guest Experience
As the industry leader, Vail Resorts has continually pushed the boundaries of innovation to redefine what it means to deliver an exceptional guest experience. Join Greg Sullivan, Vail Resort’s Executive Vice President of Retail, Rental, Hospitality and Guest Services to explore the company’s latest innovations; including My Epic Gear, a personalized gear membership service, and My Epic Pro, a reimagined on-mountain experience for ski and ride school. Gain insight into how Vail Resorts is leveraging data technology, personalization, and strategic growth in Europe to elevate the mountain travel experience—and what it means for the future of the industry.
Greg Sullivan, Executive Vice President of Retail, Rental, Hospitality and Guest Services, Vail Resorts
A Message From The Above and beyond foundation
Mary Jo Blythe, President, The Above and Beyond Foundation
Gen Z on the Move: Redefining Travel for the New Age
This panel dives deep into the mindset of the newest generation of travelers—those who crave unique, sustainable, and tech-driven experiences. From influencers setting trends to the demand for immersive cultural experiences, we’ll explore how Gen Z’s values and digital-first habits are transforming travel. Learn how brands can connect with this powerful demographic and inspire their next adventure.
Nick Doble, Area Manager Partner Services, Booking.com
Justin Larsen, CEO, Screenpilot
Sam Johnson, Co-Owner & Chief Travel Advisor, Prescription Travel
James Gambrill, COO, Ski Club of Great Britain
The Start-up Mentality: Boosting Business & Driving Sales
Join Hugh Lawson, Principal of Lawson Leadership Advisory Ltd., as he shares his entrepreneurial journey of scaling his social impact advisory practice. With over 20 years of experience working with and for the world’s biggest brands in the B2B space, Hugh will offer valuable insights from the startup world, explore "emerging market" considerations for capturing the ever-evolving mountain travel demographic, and share time-tested execution strategies and fundamentals to optimize the strategic focus of your sales channels.
Hugh Lawson, Principal of Lawson Leadership Advisory Ltd.
MTS Summit Award
Corporations—big and small—have a responsibility to their customers, local communities, and society at large to make a difference in the world we live in. The Summit Award celebrates action by recognizing organizations, programs, projects and individuals that go beyond rhetoric and truly make an impact. MTS and United will announce the 2025 Summit Award and the recipient will share details on how they’ve changed the way they do business to benefit the greater good.
Brian Roth, Director - Regional Sales, United
12:30pm - 2:00pm Lunch on own
2:00pm - 3:30pm GENERAL SESSION III
Mental Health in the Mountains
Join professional skier, ultrarunner, and filmmaker Drew Petersen for an insightful session in which he will share his personal journey of transforming struggle into strength, while advocating for mental health and suicide prevention within the skiing and outdoor communities. Petersen will highlight how vulnerability and authenticity can help build healthier cultures within organizations, enhance client relationships, and drive growth. His evolution in mental health and sport offers valuable lessons on creating richer, more fulfilling travel experiences and fostering deeper connections with communities, people, and ourselves.
Drew Petersen, Professional skier & filmmaker
OnTheSnow’s Visitors’ Choice Awards
OnTheSnow.com’s Visitors’ Choice Awards are an annual list of favorite ski resorts as ranked by user ratings and feedback from the platform’s nine million unique North American visitors. The winner for the ’24-’25 season will be announced live at MTS.
Collective Impact: As Told by the Roaring Fork Valley
The Roaring Fork Valley’s culture is shaped by a dynamic mix of individuals and organizations working to make the destination more inclusive and inviting to its visitors and local residents. In this panel discussion, panelists will share insights into the mission and vision of their respective organizations, as well as their efforts to foster community engagement, social justice, and the celebration of diverse cultures in the region. This session promises to provide actionable takeaways on how collaboration across sectors leads to a more inclusive and thriving community.
Chad Dyer, Owner and Global Managing Director, Mountain News, publishers of OnTheSnow & Skiinfo
Lindsay Cagley, Chief Executive Officer, Challenge Aspen
Hailey Ronconi, Partnerships & Sponsorships Strategist, at Burton Snowboards, Owner at Park Affair
Kristi Kavanaugh, Vice President, Global Sales,
Aspen Snowmass
Sarah Sanders, Director of Plaza Venues & Events, East West Hospitality