SAM Magazine—Ashland, Ore., Sept. 2, 2026—Rachel Canada has been appointed as the new general manager of nonprofit Mt. Ashland Ski Area, effective Sept. 2. As general manager, Canada will oversee year-round operations and help guide the organization through several major initiatives, including the planned replacement of Mt. Ashland’s historic chairlifts and the continued expansion of summer and off-season programming.

“Local ski areas like Mt. Ashland are the foundation of our sport. I’m excited and honored to join the team here and make the Rogue Valley my home,” Canada said.

According to a press release regarding her appointment, Canada is an industry veteran with more than 20 years of experience in mountain operations, leadership, and resort management, most recently serving as director of mountain operations at Willamette Pass, Ore. 

Her hiring is the culmination of a search that began in January to replace former GM Andrew Gast, who stepped down to become general manager of Eldora, Colo. 

“Many experienced candidates applied and were interviewed for the open General Manager position at Mt. Ashland; however, none checked the boxes quite like Rachel,” said Adam Reiss, president of the board of directors for the Mt. Ashland Association, the 501(c)3 that owns and operates the ski area. “Rachel’s professional goal of managing a community ski area, backed by over 20 years of experience facing the challenges of small, independently owned mountains, made her the perfect choice as the next leader of the Mt. Ashland team.”

The press release said Canada’s mountain ops experience includes overseeing lift operations and maintenance, grooming, vehicle maintenance, ski patrol support, and resort infrastructure, and that she’s also managed the guest services side with experience in human resources, rental shop operations, and retail purchasing.

Reiss said that Canada “really can do it all.” 

“She is ready to do what it takes to lead Mt. Ashland into a significant period of growth and investment, even if it means jumping in a cat, flipping burgers, or turning a wrench,” he said.