Business Communications

Navigating public response in the wake of tragedy requires clarity, compassion, and credibility. My experience in crisis communications has been shaped by direct involvement in several high-profile incidents within the ski industry, where I worked closely with stakeholders, media outlets, and spokespersons to ensure accurate, timely, and respectful messaging. 

The ski industry, like many others, is continually navigating a dynamic and increasingly complex landscape—where safety is just one piece of a much larger puzzle. From the accelerating impacts of climate change and the rising costs of snowmaking, to shifting economic pressures, evolving demographics, and changing consumer expectations, resorts and associations face a constant need to adapt while protecting their business.

I’ve led strategic communications efforts that help shape public understanding and industry response. Whether addressing warming temperatures and shortened seasons or explaining the economics of lift ticket pricing and infrastructure investment, my role has been to translate data into compelling, actionable narratives.

Behind the scenes, I maintaine a robust library of up-to-date statistics and insights—ready to deploy at a moment’s notice whenever media inquiries came in. This proactive approach ensures that our messaging is not only timely but also grounded in credible, data-driven analysis.

Here are a few examples:

FEBUARY 2009 - Media channels across the globe were hungry for facts immediately following the tragic death of actress Natasha Richardson in 2009 due to a head injury sustained while skiing without a helmet. 

As Communications Director for the National Ski Areas Association (NSAA), I became the primary liaison for media outlets seeking clarity and insight. In the days following the incident, I helped shape a message that honored individual choice while emphasizing the life-saving potential of helmets. Our approach was grounded in NSAA’s research, which showed that helmet use among U.S. skiers and snowboarders had risen from 25% in 2002 to 43% by the winter of 2008–2009.

Speaking on behalf of NSAA, we noted that while helmets were not mandatory, “most [resorts] offer free or low-cost rentals, and helmets are often standard for children in ski schools”. This tragedy underscored the importance of informed decision-making and reinforced NSAA’s commitment to injury prevention through education and data.

JANUARY 2021 - A skier tragically lost his life at Sunlight Mountain Resort in Colorado. As reported by SkyHi News, the immediate task was to provide detailed statements on the incident, including the skier’s location, response efforts, and historical context of fatalities at the resort. 

I led the resort’s communications crafting empathetic public statements while liaising with local media and emergency services.

This incident required sensitive handling of family outreach, media inquiries, and internal coordination—all of which I managed with discretion and professionalism.

MARCH 2025 - I played a key role in the crisis response following the sad fatal chairlift accident at Red Lodge Mountain, where a mechanical malfunction led to the death of a local skier. 

Coverage from outlets such as Snow Industry News and PEOPLE included our statements that emphasized the resort’s safety protocols and ongoing investigation.

I helped coordinate the resort’s public messaging, managed press inquiries, and supported internal communications during the lift’s temporary closure and investigation period.