SAM Magazine—North Conway, N.H., June 10, 2025—Nearly 400 snowsports operators and industry suppliers gathered at Cranmore Mountain Resort, June 3–5, for Ski NH’s Annual Conference and Trade Show.
Loon Mountain Resort employees Andrew Noyes and Ana Yacoubian (middle) and Ski NH's president, Jessyca Keeler (right). During the event, the trade association shared that New Hampshire’s alpine, cross-country, and snow tubing visits totaled an estimated 2,424,587 in 2024–25—a 3 percent increase over last season and 6 percent above the 10-year average.
Alpine skiing led the way with 2.22 million skier visits, up 3 percent year-over-year. Cross-country saw a 14 percent gain (99,498 visits) despite weather challenges, while tubing visits rose 3 percent to 103,883. Both fell slightly below their 10-year averages.
“These numbers highlight the continued enthusiasm for winter recreation in New Hampshire and the industry's ability to adapt to changing weather conditions, making the 2024–25 season a positive one overall,” said Ski New Hampshire president Jessyca Keeler
The event featured a range of educational sessions—from an in-depth look at the state’s new tourism campaign to addressing mental health and burnout in the industry. Roundtable discussions where ski area staff could compare notes drew packed rooms and lively conversation.
In a session led by Waterville Valley’s Katie Smith, attendees were encouraged to connect with others outside of their resort that use similar systems and reporting styles to build peer networks for problem-solving and process improvement. Several such workshops were held throughout the day, covering snowmaking, F&B sustainability, ski school, tubing, ski patrol, finance and accounting, and even brainstorming future shared professional development programs—making collaboration a key benefit for attendees.
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Flanked by Cranmore Mountain Resort President & General Manager Ben Wilcox and Ski NH President Jessyca Keeler, Brantly Ludington receives the 2025 Next Gen Award at Ski NH's Awards Dinner.
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Loon Mountain Resort employees Andrew Noyes and Ana Yacoubian (middle) both received ski industry awards presented by Ski NH's president, Jessyca Keeler (right), at Ski NH's 2025 Awards Dinner held at Cranmore Mountain Resort on June 3. Noyes received the H.H. "Bill" Whitney Award and Yacoubian, the Next Gen Award.
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Executive Director of Jackson XC (left) and Ski NH President Jessyca Keeler (right) present Ski NH’s 2025 Al Merrill Award to Sue Wemyss in honor of her significant contributions to Nordic skiing in New Hampshire.
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Cannon Mountain General Manager Jace Wirth, left, and Ski NH President Jessyca Keeler, right, award the Peabody Family Ski NH's Lifetime Achievement Award at the Ski NH 2025 Awards Dinner held June 3 at Cranmore Mountain Resort.
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Left to right: Don Bouchard, Horizons Engineering, with Adam Portz and Jake Ferreira, SE Group.
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Ski area and supplier attendees enjoy lunch on the deck at the Fairbank Lodge.
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A discussion on off-slope events like conferences, weddings, and festivals, led by Gretchen Casey, Gunstock, Mary Beth Vozella and Lori Rowell, Pats Peak, Kelly Hunt, Cranmore Mountain Resort, and Robert Baker, Waterville Valley Resort.
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Trade show conversations. Left: HKD's Ken Mack and SAM's Karolyn Towle discuss AI applications for operations. Right: Pats Peak's Kris Blomback with Skytrac's' Bobby Langlands.
Industry leaders and contributors were honored for their outstanding service to New Hampshire’s ski industry during the event’s awards dinner. The Lifetime Achievement Award went to the Peabody family, honoring their enduring legacy at Cannon Mountain and significant contributions to the state’s ski culture.
The H.H. “Bill” Whitney Award was presented to Andrew Noyes of Loon Mountain Resort in recognition of his four decades of leadership and service as he enters retirement.
The Al Merrill Award honored Sue Wemyss for her lasting contributions to Nordic skiing in the state.
Two emerging professionals were recognized with the Next Gen Award: Brantly Ludington of Cranmore Mountain Resort and Ana Yacoubian of Loon Mountain Resort, both acknowledged for their innovation and impact.
Sen. Tim Lang, R-N.H., received the Chandler McLane Government Service Award for his legislative support of the ski and tourism sectors.
The Media of the Year Award was presented to Allen Lessels for his efforts to promote the sport as a contributor to The Boston Globe and several other New England newspapers.
