SAM Magazine—Petaluma, Calif., Nov. 19, 2024—The Ski California board of directors has appointed 47-year industry veteran John Rice as the association’s new president. Rice, who has served as vice president and general manager of Sierra-at-Tahoe since 1993, succeeds Mike Reitzell, who was named president and CEO of the National Ski Areas Association in September. 

“On behalf of the full Ski California board, we’re excited to work with John in a new capacity as Ski California’s next president,” said Wade Reeser, Ski California board chair and COO of Big Bear Mountain Resort. “He has a long history with and deep knowledge of our association, understands the unique challenges of our resorts and the communities they operate in, and is well prepared to step right in and continue the great work that Mike Reitzell did for the past decade on behalf of our industry.”

As the president of Ski California, Rice will serve as the representative of the association’s 36 resort members in California and Nevada. He will oversee the organization’s advocacy efforts, spearhead safety initiatives, develop industry education, drive innovation, and maintain fiscal responsibility while cultivating key relationships with government agencies, legislators, and industry partners. He will work in close collaboration with the board of directors to ensure that Ski California continues to thrive and grow in alignment with its long-term strategic vision and mission. 

“I am honored to have the opportunity to lead Ski California after a long and fulfilling career in ski area management,” said Rice. “Over the past 40+ years, I’ve witnessed how far we’ve come as an association, and how collaboration has fueled our achievements. I’m excited to embark on this next chapter of service to the industry, and am committed to lead Ski California with focus, passion, and a vision to ensure our continued success.”

Over the course of his career, Rice has managed operations at five resorts in California. For the last 30 years, he has served as the president and GM of Sierra-at-Tahoe, successfully leading the resort through the Covid-19 pandemic and its recovery from the Caldor Fire. Rice is known as a popular, results-oriented leader who has formed strong relationships with his team members as well as local, state, and federal stakeholder groups. 

Rice will lead Ski California from South Lake Tahoe, California. His official start date will be determined based on the transition needed to bring in a new leader at Sierra-at-Tahoe. He will continue to lead Sierra-at-Tahoe until a successor is identified.

The board also hired Kristin Bohm, a seasoned attorney specializing in ski industry defense, as special counsel to Ski California. She will play a pivotal role in supporting Ski California’s strategies and initiatives. Bohm succeeds John Fagan, who has served as special counsel to the association for more than 30 years.

“Ski California as an association, and most of our individual resorts, have worked alongside Kristin for many years,” said Reeser. “She is a steadfast defender of our industry who not only understands the unique challenges, issues, and opportunities within our industry, but is well-versed in navigating the legal complexities of it. We’re excited to have her in this important role.”