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SAM Magazine—Woodbury, Conn., April 18, 2012—SAM Magazine is excited to announce the winners of the 2012 SAMMY Leadership Awards. The three recipients prove that to be successful in the mountain resort industry takes a lot of energy, enthusiasm and, above all, passion.

The 2012 SAMMY winners are:

Jody Churich, president and GM of Boreal, Soda Springs, Calif. Jody started her career in this industry as a ski instructor at Squaw Valley, but quickly moved into marketing for ski areas in the Tahoe region. It was there that Jody excelled, thanks to her ingenuity and creativity. In 2007, she was named to the helm at Boreal and Soda Springs.

Matt Skinner, VP of sales and marketing, Telluride, Colo. Matt has enjoyed a resort industry career that has taken him from a ski shop at Bogus Basin, Idaho, to destinations in six countries. A marketer at heart, Matt’s passion and drive have helped not only grow his own piece of the pie, but helped promote our sport on a much wider basis.

Peter Sonntag, GM, Heavenly Mountain Resort, Calif. An Easterner by birth, Pete moved West to start his industry career on the slopes of Colorado. Pete’s focus on skier services at Beaver Creek, Copper, Vail and Keystone were impactful and popular. In 2010, Vail Resorts recognized his talent by promoting Pete to GM of Heavenly, one of the largest resorts in the Tahoe region.

“We couldn’t be more impressed with this year’s SAMMY winners,” said SAM publisher Jennifer Rowan. “They truly embody the spirit of the award, which is to target those bright stars in our industry that will lead us into an even brighter future.

“We are also celebrating our 50th anniversary this year at SAM,” Rowan continued, “and these winners represent our 49th, 50th and 51st recipients of the SAMMY award, which we think is a great coincidence. We're thrilled to be celebrating these milestones with Jody, Matt and Pete.”
For the full bios, check out www.saminfo.com/sammy-awards.



Marketing & Management are obviously the most important aspects of the ski industry


I thought the Sammys were for Industry people that are on the cusp of their career goals, moving the industry forward in the future. All these folks are VP's and GM's.. they've already arrived and made their mark.


Congratulations to these great examples of future leaders in our industry. No matter which departments, and these hail from operations to marketing, the SAMMY awards were first given 15 years ago to recognize excellence in mid-career--and we are proud of our SAMMY Hall of Fame. Many of these folks have gone on to even bigger things, always bringing their passion for our sport with them. And we believe Jody, Matt and Pete will do no less and we are excited to see what the future holds for them. As for keeping an eye out for the rising stars, check out our Top 10 Under 30 in the upcoming July issue. There's a great crop brewing this year! Who knows--perhaps there's a future SAMMY winner in their ranks!