My Work
Create, Innovate, Inspire
An unlimited intention is a high-road to success that starts
with an ability to foresee and overcome expected challenges
while maintaining a steadfast belief in the possibilities.
I have more than 20 years of experience and proven success in the outdoor industry serving in a variety of capacities including management, marketing, sales, projects, budgeting,
communications, research, public relations,
education, publishing, guest relations,
events, sponsorships, and more.
In addition to my full time positions I have worked with a number of contract clients and I have a track record of successful results.
Cooked-up jargon and word-salad strategies aren't going to grow your business, but a straight-forward communicative approach will.
We'll make an action.
We'll measure it.
We'll adjust.
We will succeed.
If you're seeking to infuse your business
with a creative, innovative, and inspired approach
in any of the categories listed above, let's connect!
Keep scrolling for samples of my work!
My Clients
Here is a short of some of the projects I've worked on:
- AO Coolers, for a variety of outdoor sports
- Ski Nation, universal mobile app for skiers and riders
- The NBC Next Snow Search, a freestyle comp for kids
- MaxRax, a multi-purpose vehicle cargo rack
- Learn to Ski & Snowboard Month
- Guiness World's Largest Ski Lesson
- National Ski Patrol, online digital safety game
- Snowsports Industries America, The Google Gap Project
Education & Full Time Positions
- 1987-1992 University of Wisconsin Eau Claire
- 2003-2004 Colorado Mountain College
- 1992-2004 Keystone Resort, Colorado
- 2003-2013 National Ski Areas Association
- 2013-2015 Colorado Ski Country USA
- 2015-2023 Sunlight Mountain Resort, Colorado
Sunlight Mountain Resort
Director of Marketing & Sales (2015-2023)
During my time as Marketing & Sales Director, Sunlight repeatedly set new revenue benchmarks and annual revenues grew from $800,00 to $10 million annually, and overall visitation more than doubled during this same period. We earned seven recognitions from the National Ski Areas Association as Marketing Award winners.
Innovation in Sustainability
NSAA Golden Eagle Award for Innovation in Sustainability
In 2022, I worked with the Colorado Energy Office and with staff from our local energy supplier to land a state grant for the installation of three (3) EV charging stations. We secured a local sponsorship to offset the remaining installation cost and Sunlight illustrated its committment to environmental sustainability through its actions.
Spreading the Love
EV Love Campaign
As part of the installation of three (3) EV charging stations, Sunlight offered guests two-for-one lift tickets when they showed their valid registration at the lift ticket window. The promotion garnered national media attention and showcased Sunlight as a community leader.
Sunny Pop Craft Soda
NSAA Marketing Award - Most Unique Campaign
In 2020, Sunlight Mountain Resort became the first ski area in the U.S. if not the World with it's own branded craft soda, Sunny Pop!
It's a cool refreshing family-friendly taste of Sunlight that can be savored all year round.
5280 Magazine
Rooting for Root Beer!
Come Taste the Sunlight!
Two seasons after being award an NSAA Marketing Award for Most Creative Campaign, Sunny Pop made the switch to root beer with an updated label, but the same Nutrition Facts.
Sunny Pop is “100% Genuine–Authentically Flavored” with “All-Natural Vibes. Lift Lines Not Included.” Other “nutrition facts” include stats on Sunlight’s recommended serving size of “all day every day” and 2,010 vertical feet per serving.
Family-Friendly Brand Booster!
Tommy Knocker is one of Colorado's oldest brewery's and began brewing root beer from day one. As Steve Indrehus, president of Tommy Knocker told 5280 magazine:
“Ski areas and craft beer are pretty much synonymous—everyone’s doing craft beer with ski areas and we do beers with other skis area, but Troy was the first to approach us to do a campaign around a non-alcoholic beverage, Sunlight’s family-friendly, so it’s a great fit.”
Mini-Mayor Campaign
NSAA Marketing Award - Best Social Media Campaign
In the fall of 2016, I decided to launch the Mini-Mayor campaign as a way to improve Sunlight's affinity among it's local community and also as a fun reminder to parents that it was time to start thinking about the upcoming ski season.
Since that time, Mini-Mayor was recognized as one of the best social media campaigns in the ski industry for seven years running.
We said the new office was created to “give voice to a previously underrepresented but essential segment of young powder hounds.”
Only skiers and snowboarders aged 12 and under can hold the office of Mini-Mayor. As part of the election, adult-aged campaign managers assist Mini-Mayor candidates in completing an online profile on the campaign page at mini-mayor.com
VOTE for Mini-Mayor!
Taking it to the Streets!
We took our Mini-Mayor campaign to the streets of our local communities with our Mini-Mayor candidates joining us in half a dozen local parades each summer where we doled out hundreds of campaign pins and met with thousands of prospective voters.
In the eight years of the campaign, dozens of local kids launched their Mini-Mayor campaigns and Sunlight won itself an award-winning campaign that plainly illustrated a family-friendly appeal and a much needed boost to its reputation in the local community.
Live Television Coverage
Denver 9News
In addition to building better community relations, the Mini-Mayor campaign gained widespread earned media coverage.
Earning the same exposure through paid advertising would have cost tens of millions of dollars.
A highlight, was this news piece by Denver's 9News. Our Mini-Mayors also enjoyed televised news coverage on
Denver's FOX31, and Grand Junction's KKCO
More of My Work
The Conversion Cup Challenge
National Campaign to Create Lifelong Enthusiasts
In 2011, I worked with the research team at RRC Associates in developing the Conversion Cup Challenge, a national ski industry campaign aimed at growing the sport.
The Problem: Only 15 percent of beginner skiers and snowboarders take a second lesson and continue with the sport.
A Solution: Develop a campaign to pique friendly competition among NSAA member ski areas and recognize those who make
significant efforts to create lifelong skiers and snowboarders.
Taking Action Leads to Success
The Conversion Cup Challenge: Excellence Continued
Applicants are judged on a number of key conversion indicators including increases in lesson volumes, quantifiable success of multi-lesson packages, and repeat lesson sales.
With each season the ski industry collectively adds
to its library of knowledge with case studies highlighting
how individual ski areas are applying creativity, sales strategy,
and technology to boost their repeat visitation.
In the end, NSAA won relevance and credibility by creating
a campaign that helped bring about one small solution
to a big problem that has nagged the ski
industry since its inception.
The World's Most Expensive Lift Ticket
NSAA Marketing Award - Most Creative Campaign
Despite its small stature, Sunlight achieved Goliath success in boosting brand awareness when we released the Sunny 700
The one-day $700 lift ticket – the most expensive in the world
- included a pair of custom skis made by Meier skis
and a day pass at nearby Iron MountainHot Springs.
The Sunny 700 earned widespread media attention including the
Denver Post and the New York Times!
The Sunny 700
NSAA Marketing Award - Most Creative Campaign
The Sunny 700 coincided with the celebration of Sunlight's 50th Anniversary. As such, the graphic design included the trailmap painted by the legendary James Niehues as well as historic action shots from Sunlight's earliest days. Sales of the skis exceeded all expectations and were still be ordered two seasons after the 50th Anniversary celebration.
AO Coolers
Marketing Communications
AO Coolers has been in the business of keeping things cool for 25 years and continues to lead the industry with its patented high-quality five-layer soft-sided coolers that are tested and backed up by the industry’s only Lifetime No-Leak Guarantee™.
Beginning in 2015, I worked directly with company owner and CEO Brian Hatch to boost awareness of his brand through an affordable approach leveraging earned media. We landed several mentions in popular outdoor magazines and fueled AO Cooler's social media channels that the company has continued to build upon today.
Colorado Ski Country USA
Pass Office Manager / Marketing Communications
I worked for two years as manager of the pass program for Colorado Ski Country USA. In this role I led consumer communications and managed a small staff in processing, producing, and distributing about 20,000 ski and snowboard passes. My other duties at Colorado Ski Country included writing and managing online content and developing marketing communication plans.
The Goggle Gap Project
In 2013, I initiated the Goggle Gap Project to help address the issue of correct helmet fit. The campaign was endorsed and promoted by many manufacturers and ski industry organizations including the National Ski Patrol, Snowsports Industries America, Colorado Ski Country, and many more.
“Like with any sport, there are many details to consider when purchasing ski and snowboard gear, the Goggle Gap Project is just another way that equipment manufacturers and specialty retail stores are collaborating to educate parents, teens and really everyone on the importance of proper fitting snow sports headgear,” says David Ingemie, former SIA president.
NSAA Communications Director / Editor (2004-2013)
For 10 years I served as Communications Director and Editor for the National Ski Areas Association (NSAA).
In this role I worked closely with key contacts at member ski areas, as well as the U.S. Forest Service, national, regional, and state associations, researchers, and field experts to raise consumer awareness of many initiatives and programs related to safety,
the environment, and future growth of the sport.
I also directed the publication of the NSAAJournal, the leading national business trade magazine serving the U.S. ski industry with six issues published annually.
My Community
I grew up in a small town and I have made many personal and business friends as a result of being involved in local events and activities. I have grown a deep affection for being involved in my local community. Here is some of my recent community involvement:
- Tourism Committee of Carbondale
- Carbondale Chamber of Commerce
- Gypsum Chamber of Commerce
- Visit Glenwood Springs
- Denver Kids Inc.
Mikaela Shiffrin
NASJA Competitor of the Year
In 2015, as a vice president of the North American
Snowsports Journalist Association, I had the honor of presenting the soon-to-be legendary Mikaela Shiffrin with the
NASJA Competitor of the Year Award.
We met at Colorado Competitor of the Year Banquet where she shared honors with Peyton Manning of the Denver Broncos.
We agreed the lit fireplace in the backdrop was perfect for a ski racer.
What's more, is Mikaela has remained modestly grounded amid her historic World Cup and Olympic successes.
There's a lot to be said about role models, but the impact of champs like Mikaela supercedes single demographics:
It stokes an entire sport.
Mini-Mayors Parading It Up
In the eight years of the Mini-Mayor, dozens of local kids launched their campaigns and the home town ski area won itself an
award-winning family-friendly campaign that provided a
much needed boost to its reputation in the local community.
Let's Work Together
I grew up in our small family dairy store in Central Wisconsin.
I know small business.
I know the pressure of competition.
I know the challenge of a limited budget.
I know there is always more to do than can be done.
I can take those important actionable items off of your to-do list
and apply a creative, innovative, and inspired approach
to helping grow your business.