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BookSAM Magazine—Steamboat Springs, Colo., Aug. 23, 2019—Chris Diamond, the former president of Steamboat Resort, has written a blockbuster follow-up to his acclaimed memoir, Ski Inc. His latest effort, Ski Inc. 2020, serves up a sharply defined perspective on the current and future resort scene. To give industry insiders the first look at this future, SAM and Chris have teamed up to offer an opportunity to obtain an advance copy. We feel it’s a must read for both current and aspiring leaders in the industry.

Ski Inc. 2020 explains the astonishing and rapid transformation of the winter sports industry. It makes a bold prediction: The ski industry stands on the brink of its second-greatest era ever. Powered by the advent of inexpensive multi-area passes, bolstered by snowmaking, grooming, and other upgrades, and supported by digital marketing, resorts have embarked on a renaissance.

Our distribution partnership began to take shape last February, when Chris and SAM publisher Olivia Rowan met for breakfast in Steamboat. Discussion turned to all the recent, dramatic changes in the ski business and Chris described his as yet unnamed book that chronicled the industry’s transformation.

SAM’s Ski Area Ownership Timeline helped guide Chris’s research. The magazine has also reported on the flurry of consolidation activity and where it all might be headed. Plus, SAM has focused on talent development and on providing a new generation of leadership with the tools to successfully navigate a career in this now altered ski business.

Our shared mission led to the decision to use SAM as the initial distribution channel for Ski Inc. 2020, ensuring that the first readers would be our industry colleagues, those closest to the changes.

This special advance industry copy of the book is part of a limited time package and includes: An a FREE advance copy of Ski Inc. 2020, Chris’s new book, a SAM subscription and unlimited access to SAM's digital archives. Click here for more details and to order your advance copy. Questions, email

Some early readers have this to say…

"This book dissects the tectonic shift occurring in the North American ski industry and its significance for resorts, mountain communities, and skiers, delivering a detailed and insightful perspective on the transformation of the business of skiing."
Bill Jensen, CEO and Partner, Telluride Ski and Golf Resort

"The industry response from the large resorts down to the mom-and-pop ski areas has been strategic and, for some, simply a matter of survival. Chris’s knowledge of the industry and thorough research provide the reader a snapshot into the dynamics of our industry."
Jerry Blann, former President, Jackson Hole Mountain Resort

"Ski Inc. 2020 is a must-read for anyone who wants to make a career in the ski industry and have an upper hand, or someone who wants a deeper knowledge of the ins and outs of the industry because of their passion for skiing and snowboarding.”
Megan Collins, Communications Specialist (and 2019 SAM "10 Under 30), Snowbasin

"This book demonstrates that if we apply critical thinking, curiosity and innovation capital, the future of our industry has no inevitability."
Amy Ohran, President and GM, Boreal and Soda Springs

"Through countless interviews, hundreds of sources, and deep first-hand experience, Diamond has woven a must-read narrative for anyone hoping to make their career in ski."
Gregg Blanchard, SVP Strategy, Inntopia; Founder,