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SIA Keynote Presentation & Leadership Awards
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When: Saturday, February 1, 2014
Where: Mile High Ballroom #4
Denver Convention Center
Denver, CO
Contact: Amy Luther
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"The Money Stash: Uncovering the Economic Future of the Snow Industry"
Day 3
February 1, 2014

Explore the most significant and profitable opportunity in the snow industry today- women. Industry veterans will discuss the data showing the growth and potential, how we advertise to women, how approachable the industry is making it for women and families to get on the snow and how what currently is happening, isn’t going to work anymore.  Hear from Kelly Davis of SIA, Krista Parry, PowdrCorp Senior VP, Liz VerHoeven, Marketing Director of AIM Outdoor Group, and Anne Marie Daschyn, Burton Snowboards VP of Marketing.  Sure to entertain, delight, and inform . . . a can’t miss event.

Kelly Davis, Director Of Research – SnowSports Industries America

Kelly has been Director of Research at SnowSports Industries America since 2007. With 20 years of experience in research and intelligence gathering, her career has taken her from evaluating Arizona universities’ learning and alternative education programs, to the National Institute of Standards and Technology where she built economic models used by the manufacturing industry, to New York City where she was COO for a Strategic Marketing Company. Kelly developed and patented systems that help intelligence analysts organize and analyze the value of information, and started her own competitive intelligence research company. Her move into snow sports research married her passion for snow with her passion for math; a match made in heaven.

Kelly is most likely to be outside when she isn’t having fun crunching numbers. She started skiing when she was 18 and started riding a few years ago with markedly less grace. She is an avid trail runner, surfer, cyclist, and the only 40-something longboard rider in her hometown of Frederick, Maryland.

Krista Parry, Senior Vice President and Chief Innovation Officer - Powdr

Krista is the Senior Vice President and Chief Innovation Officer for Powdr a leading active lifestyle sports company, which owns nine mountain resorts, Woodward (a collection of 5 action sports camps), and Outside Television. Prior to joining Powdr in 2013, Krista was the Director of Marketing at Park City Mountain Resort for over 10 years. 

In 2008, Krista founded, the leading website for families planning mountain vacations and a community for snow-loving mamas and papas. Currently, there are over 30 contributors to the website. Krista is passionate about getting families out on the slopes together. Krista is a mom of two active young boys and they love skiing together as a family.

Liz VerHoeven, Marketing Director – AIM Mountain Group

Liz started her career in publishing nearly 12 years ago. After graduating from University of Puget Sound, she accepted a job with Time Inc. as a Research Associate. It was that position that set the roots for Liz's success in publication and where she initially had opportunity to work with SKI and Skiing magazines. In 2006, she moved to Colorado as the Marketing Manager for Bonnier Corporation, one of the largest consumer-publishing groups in America. When Bonnier sold their Mountain Group to AIM Media in 2013, Liz joined AIM Media as the Marketing Director for the Outdoor Group.

When Liz doesn't have her head buried in a magazine, you can find her following her passions, which include skiing at the core. Liz grew up in a family who skied and took ski trips, which have always been a big tradition and part of her lifestyle. She also loves hiking, walking her dog, swimming, camping, rafting and is always up for any kind of adventure.

Anne-Marie Dacyshyn, Vice President of Marketing for Burton

A veteran of Burton for a lucky 13 years, Anne-Marie has worked in a number of different capacities at the brand, from product development and merchandising to brand and retail marketing, with her most recent stint being in PR and social media.  

A snowboarder for nearly 20 years, Anne-Marie's first role in the industry was as a coach at the Mount Mansfield Snowboard Academy under now famed Olympic coach Bud Keene. Fast forward to today, where Anne-Marie still relies on that passion for snowboarding to help lead an incredible and talented staff across brand, team, events & partnerships, PR, social media, project management and web, all who bring Burton's brand and marketing elements to life. Rounding out her DNA, Anne-Marie can be described as a snowboarder, pop culture junkie, style & fashion addict, rookie musician (cue the Cover Girl plug, her all-girls band that only plays covers), and a global traveler. She’s also a proud Canadian. 


In addition, two women in the Snow Industry will receive OIWC Leadership Awards recognizing their leadership and inspiration to others.

Pioneering Woman

Kathy McGuire, Executive Vice President - Global Operations of K2 Sports

Over the past 21 years, Kathy has been involved with K2’s business operations and global supply chain, including purchasing, sourcing and planning, logistics, customs compliance, regulatory compliance, customer service, distribution, warranty, and IT. Kathy joined K2 in 1992 as a finished goods buyer, and has worn many hats over the years being promoted to Director of Purchasing, to Director of Purchasing & Sourcing, to Director of Business Operations and then to Vice President – Global Operations.  In 1994 she received the "team player” award for her collaboration and support of the Vashon based manufacturing team and in 2002, was awarded the K2 Sports Leadership Award for excellence in leading a team to achieve outstanding results. In 2009, Kathy was named Executive Vice President – Global Operations.   

In addition to her responsibilities at K2 Sports, Kathy was on the Board of Directors of SOWA (Special Olympics of Washington) from 2011-2013, and has an advisory role on the board of the OIWC.   

Prior to joining K2, Kathy worked in international business in Boston and New York City, and spent four years with Skis Dynastar in Vermont. Originally from Connecticut, she relocated to Seattle in 1992 and joined K2. She is married, has a 21-yr old son and 17-yr old daughter. Kathy is also an avid reader, and enjoys travel, gardening, skiing, hiking and yoga.

First Ascent

Laura Fergusson, North American Events and Athlete Manager, Arc’teryx

Laura started working for Arc’teryx 10 years ago in the marketing department. Over the years her responsibilities have changed a few times and she now manages the North American athlete team and end-user events.  

Born in North Vancouver, BC and raised on a small hobby farm east of Vancouver, she developed an early love for outdoor sport and nature. She skied from the time she was 6 and spent many summer days on the BC coast with her parents on their commercial fishing boat. After college, Laura tapped into her need to be involved in the outdoor community after taking a job in the ‘real world’ at a ship brokerage where she found her coworkers had trouble understanding why she wanted to ski, snowboard, bike, etc. every minute of her free time. Realizing she needed a place where people understood the outdoor culture led her to her position with Arc’teryx. 

In 2010, Laura started a private business with a girl friend and colleague that she met at Arc’teryx. They now proudly run a small business outside of their full time work that allows her to express her creative side. She and her fiancé Tom currently reside in North Vancouver, close to bike trails and local ski hills.  

Thank you to SIA and Leisure Trends, An NPD Group Company, for sponsoring the Keynote Presentation and Awards Ceremony!


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