The theme for 2025’s forum is PEAK PERFORMANCE.

CHECK OUT THE 2025 FORUM 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

Decoding Supply and Demand: A Deep Dive with Industry Leaders

Join Phocuswright's Pete Comeau and Inntopia's Tom Foley as they reveal key insights from ground breaking research, Shifting Slopes: Navigating the Future of Mountain Travel. Featuring a panel of industry leaders, the session covers consumer behavior, competitive strategies, and leveraging data for marketing, guest experiences, and revenue growth.

Pete Comeau, Managing Director, Phocuswright

Chad Dyer, Owner and Global Managing Director, Mountain News, publishers of OnTheSnow & Skiinfo

Mike Lannen, Founder,
Eternity

Tom Foley, SVP, Business Intelligence, Inntopia

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.

a moment with ZARTICO

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.

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.

MTS Summit Award, sponsored by United

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.

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.

Brian Roth, Director - Regional Sales, United

12:30pm - 2:00pm Lunch on own

2:00pm - 3:30pm GENERAL SESSION III

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.

The Final Word with the Roaring Fork Valley

Nestled in the heart of Colorado’s majestic Rocky Mountains, the Roaring Fork Valley is home to a dynamic mix of individuals and organizations that shape the region’s unique culture. This panel discussion will bring together a diverse group of influential voices from across the valley to discuss their work, their impact, and the collaborative efforts that make the area one of the most vibrant and inclusive places in the mountain travel community.