Jim Vick Promoted to GM of Lutsen Mountains

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SAM Magazine—Lutsen, Minn., Jan. 17, 2022—Lutsen Mountains has promoted director of operations and marketing Jim Vick to serve as the resort’s new general manager. Lutsen Assistant director of operations and marketing Amanda Plummer was promoted to the role of assistant general manager. The promotions followon the heels of president Charles Skinner acquiring full ownership of Lutsen Mountains last week.

Vick and Plummer were also promoted in lockstep in June 2021 to director of operations and marketing and assistant director of operations and marketing, respectively. Vick has been marketing director for three decades. Plummer has been at Lutsen for more than 10 years, serving in various leadership roles at the front desk, in administration, in weddings, and in marketing.

“We are very happy to have such talented managers such as Jim and Amanda and could not be more pleased that Jim will be our new GM and Amanda our new [assistant GM]. We always prefer to promote from within and are 100 percent confident that Jim and Amanda are the best candidates for these newpositions,” said Skinner.

“As marketing director, my career has been focused on building the Lutsen brand,” said Vick. “This role brings an opportunity to craft this brand vision to the entire guest experience. We have a great team and I lookforward to supporting them in delivering an authentic true north vacation, from anticipation of the visit to the memories our guests bring home.”

“I am excited for this next step here at Lutsen Mountains,” said Plummer. “I began as

the ‘wedding girl’ who had never skied, and under Jim’s guidance have learned so much in regard to the skiindustry, marketing, operations, and after much persistence, even how to ski. I look forward to workingfurther with both Jim and Charles.”

In addition to these promotions, Charles’ daughter Charlotte Skinner has become the new vice president of finance for Lutsen Mountains. She has an MBA from Columbia University and has been working withSkinner’s other ski area, Granite Peak, Wis., over the past year in a similar role.

Lutsen and Granite Peak have both proposed major expansions in terrain and facilities. “The planned expansions are necessary for the ski areas to survive for the next generation of Midwest skiers, and we are counting on the next generation of family ownership and our talented team of managers to realize the full potential of these improvements,” said Skinner.