MARKETING & COMMUNICATIONS MANAGER, WOODWARD TAHOE AND BOREAL MOUNTAIN RESORT, CALIF. Age: 28 Push to The Latest: No Education: B.A., University of Vermont First job in the industry: events coordinator at Killington Resort Super power: The ability to grant wishes, and of course, control the weather! Six-word bio: "Passionate powder-hound and hard-working marketing guru."

THE NOMINATION

Tess came to Boreal with the energy for change. She was not deterred by what the old guard had done and paved her own path, bringing about changes that quickly gained the respect of all her new peers, including myself. Tess embodies the passion of skiing and will be making her presence known in the ski industry for years to come.

—Jon Slaughter, Marketing Director, Camp Woodward

The Interview

How did your experience as action sports marketing manager at Killington influenced your new role at WTBMR?

At Killington, I had the opportunity to be hands-on with all parts of marketing on a smaller scale. Now, I’m marketing on a much larger scale, with multiple resorts and business units. The well-rounded experience at Killington allows me to be versatile both in my skills and outlook. Plus, I have a soft spot for any action sports marketing project!

You’ve received an award for Excellence in Guest Service—so, what makes a great guest experience?

In multi-resort locations like Tahoe or Vermont, guests have many options. Good service makes them happy, but great service makes them a passholder. Treat them as individuals and anticipate their needs. It only take a few seconds for me to stop and teach a six-year-old how to carry her skis, but for the mom waiting with armloads of gear, that could be a game changer for their whole visit.

Rebranding a resort is a formidable challenge. Tell us about your strategy in rebranding WTBMR.

Boreal Mountain Resort has two distinct target markets: new-to-snow beginners and core terrain park riders. It was a challenge creating a brand that appealed to these very different audiences. We needed something with longevity that was simple, yet strong enough to stand next to the well-established Woodward Tahoe brand. Although daunting at first, it ended up being a fantastic way for me to get a crash course on the resort.

How did you engage young people at Killington without “trying to be cool”?

Youth marketing is all about authenticity. In developing [the brand] “Killington Parks,” we wanted to create an action-sport brand true to the core audience, but simple and approachable. Key influencers, like our terrain park crew and team riders, were heavily involved in the process. Not only did this keep it authentic, but made it a team effort. I often refer to youth as the “prove it” generation. No one cares if you say you’re amazing, you need to prove it. This concept shaped our brand messaging for Killington Parks.

What makes a great leader, and how do you apply that to your career?

I’m fortunate to have some terrific mentors. In addition to having their support and guidance, I’ve learned a lot from watching them in action. They’ve taught me to not be afraid to try things that are new. Also, you have to lead by example, and be ready to step in at any time to help out. Sometimes, it may be sunset photo shoots or glamorous TV interviews. Other times, you’ll be renting out snow pants during President’s Weekend. It’s all part of leading in this industry.