Sports in Society

Ski resorts seeing changes to industry as more women gain leadership roles

Beaver Creek Resort VP & COO Nadia Guerriero is aiming to make her property more welcoming to families and first-timersSETH MCCONNELL, DENVER BUSINESS JOURNAL

The presence of more women at the top of ski resorts "already has begun to reshape core tenets" of the industry, notably in the way that resorts have become "more accessible to families and to beginners," according to Ed Sealover of the DENVER BUSINESS JOURNAL. The largest ski company in America is "already showing signs of change." Vail Resorts when it opens its Colorado ski hills this winter will have "four of its five Colorado-based resorts be female-led" for the first time in the company's history, along with the company's "first female CEO." They are a "huge leap forward for the industry." Beaver Creek Resort VP & COO Nadia Guerriero is aiming to make her property "more welcoming to families and first-timers -- through technology, hospitality and easier access to beginner slopes." Sealover noted here are "more new ideas on the horizon that are likely to spread further and further throughout the sector." Guerriero has floated ideas for getting families "more seamlessly to the parking lot to the rental shop and onto the slope." Crested Butte Mountain Resort VP & GM Tara Schoedinger has suggested "providing free equipment, lift tickets and lessons to urban residents in an effort to reduce barriers to the experience" (, 10/29).

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