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Sunlight Mountain Resort names new marketing director

Troy Hawks
Courtesy photo |

Sunlight Mountain Resort has named Troy Hawks, former communications manager at the National Ski Areas Association (NSAA), as its new marketing and sales director.

“We’re excited to have Troy on board and are confident that his solid work experience and network of friends in the industry will be a big benefit to our team effort of taking Sunlight to the next level,” Tom Hays, assistant general manager for Sunlight, said Tuesday in a news release.

Hawks takes the position formerly held by Jennie Spillane, who has moved from the area.



Most recently, Hawks worked for two years at Colorado Ski Country USA (CSCUSA) in marketing communications. He also managed that organization’s passport department, which processes and distributes more than 20,000 ski passes annually.

Prior to his work at CSCUSA, Hawks worked for 10 years at NSAA, where he developed the ski industry’s Conversion Cup Challenge that highlights ski area efforts to create lifelong enthusiasts of the sport, according to the release.



Hawks also served as editor of the NSAA Journal, and directed several events including the PhatCat Challenge, a national snow grooming competition, and the annual ski area marketing and safety awards.

He led communication efforts in conjunction with National Safety Awareness Week and the industry’s Climate Challenge, and organized educational sessions on topics such as marketing, communications and snow making.

Hawks has also collaborated with Snowsports Industries America, the National Ski Patrol, and other partners to develop and grow initiatives such as Ski Nation, The Goggle Gap Project, National Safety Awareness Week, Warren Miller’s “Why I Love to Ski and Ride Video Contest,” the Bring a Friend Challenge, and Learn to Ski and Snowboard Month.

The latter initiative is credited for bringing more than 500,000 new skiers and snowboarders to the slopes nationally.

After earning his journalism communications degree from the University of Wisconsin-Eau Claire, Hawks moved to Colorado in 1992 and worked 12 seasons as a children’s ski instructor at Keystone Resort.

He is a vice president of the North American Snowsports Journalist Association and member of the Ski Confederation of International Journalists.

He has also authored numerous magazine articles and blog posts addressing a range of ski industry issues and research as well as new consumer trends and athlete profiles.

Sunlight also announced Tuesday that it is planning capital improvements for this coming ski season, including an expanded cafeteria serving made-to-order lunch items as well as a major renovation to the Sunlight Lodge.

Sunlight will also be launching a new website soon, according to the news release.


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