Visit Salt Lake (VSL) has welcomed Krista Parry as its chief development officer. In this newly established role, Parry assumes the responsibility of pioneering new models for growth to bolster the visitor economy in Salt Lake. This encompasses innovating and diversifying VSL’s memberships and partnerships, and fostering strategic alliances to deepen and expand VSL’s impact within the community.
Said Kaitlin Eskelson, president and CEO of Visit Salt Lake: “[Parry's] extensive experience curating hyper-specific sponsorship and strategic alliance opportunities for major companies will help us lead our entire industry with cutting-edge innovation. Plus, she’s a fun-loving, always-smiling ball of energy and an amazing colleague.”
With over 20 years of experience in the tourism industry, Parry brings a wealth of expertise and a passion for connection and integrity to her new position. As one the few female senior executives in the ski resort industry, she made significant contributions by pioneering social campaigns and digital media platforms that reshaped Park City Resort’s brand into an active lifestyle community, setting new online norms for the industry with the launch of Snowmamas.
As senior vice president of partnerships and media at Powdr—one of the largest ski resort and active entertainment operators in North America—Parry launched and ran a new division securing and overseeing partnerships with globally recognized brands including Subaru, Coca-Cola, Under Armour, GoPro, Red Bull and more.
“I started my career with the 2002 Winter Games, so I was able to see firsthand the impact the visitor economy has on the community, which ignited my passion for the industry,” said Parry. “I am incredibly excited to collaborate with the talented and passionate VSL team to build authentic partnerships within the community and industry. Together, we will spearhead the responsible development of one of the fastest-growing destinations in the nation and deepen the impact of the visitor economy in the community.”
For more information, visit www.visitsaltlake.com.
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