Mt. Rose’s Mike Pierce to lead Ski Lake Tahoe |

Mt. Rose’s Mike Pierce to lead Ski Lake Tahoe

LAKE TAHOE — Ski Lake Tahoe, a marketing cooperative charged with promoting Lake Tahoe as a world-class winter destination, recently announced a number of changes heading into the 2016-17 season, including a full roster of board members, additions to its lodging partner program and an expanded destination marketing campaign that features new social media and digital engagement initiatives.

Mike Pierce, Director of Marketing for Mt. Rose Ski Tahoe, will serve as President of Ski Lake Tahoe. Pierce brings more than 12 years of experience on the organization’s board.

Kelly Campbell, Director of Marketing for both Heavenly and Kirkwood, has been named Vice President of Ski Lake Tahoe. Christine Horvath, Director of Marketing for Squaw Valley Alpine Meadows, will be Secretary for Ski Lake Tahoe and Steven Hemphill, Director of Marketing for Sierra-at-Tahoe Resort, will take on the position of Treasurer.

“Ski Lake Tahoe plays an important role in bringing together the collective resources of the regional ski resorts, lodging properties and travel and tourism partners to fully leverage the destination’s well-deserved reputation as America’s favorite winter playground,” said Pierce. “The organization is excited to welcome new lodging partners to support in these efforts this season, which will include expanded social and digital engagement campaigns to supplement the traditional marketing and media relations programs.”

In addition to its seven ski resort members (Heavenly, Homewood, Kirkwood, Mt. Rose, Northstar California, Sierra-at-Tahoe and Squaw Valley Alpine Meadows), Ski Lake Tahoe continues to expand its lodging partners to reflect the full spectrum of accommodations offered by the destination.

Ranging from slope-side convenience to lakefront luxury to full-service casinos, this year’s participating properties include Aston Lakeland Village, Hard Rock Hotel and Casino, Hyatt Regency Lake Tahoe, Lake Tahoe Resort Hotel, MontBleu Resort Casino and Spa, Peppermill Reno, The Resort at Squaw Creek, The Ridge Tahoe and Squaw Valley Lodge.

Ski Lake Tahoe operates in tandem with the Sierra Ski Marketing Council to reach skiers and snowboarders in both domestic and international markets. Regional travel and tourism agencies play an integral role in these efforts including Ski Lake Tahoe’s long-standing partnerships with the Lake Tahoe Visitor Authority, North Lake Tahoe Visitor Bureaus, Travel Nevada, Reno Sparks Convention and Visitors Authority and Reno-Tahoe International Airport.

This article was provided by Ski Lake Tahoe. Visit to learn more about its new initiatives for 2016-17.

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