Ski resorts consolidate resources |

Ski resorts consolidate resources

Susan Wood, Tribune staff writer

Booth Creek Resorts is undergoing restructuring that will lead to more combined marketing efforts of its South and North shore resorts — Sierra- and Northstar-at-Tahoe.

Northstar Marketing Director Tracy Owen Chapman, who once served as marketing manager for Sierra-at-Tahoe, will oversee the department. Joining her will be Donna Morgan, North Shore resort’s events director, and Genevieve Gunnarson, marketing director of Bear Mountain Resort in Big Bear — which Booth Creek also owns. The changes take effect June 1.

The three marketing directors, who are familiar with all facets of the marketing mix, will meet regularly to share their strengths. Chapman’s specialty is in advertising, product branding and media. Morgan is known for staging events, while Gunnarson will continue to take on youth marketing.

Booth Creek Vice President of Marketing Julie Mauer said the maneuvers are not reflective of an ailing Lake Tahoe ski season for the Denver-based company.

“It’s a bullish move to be more effective. We have to brace ourselves with what’s happening with the economy in the coming years,” Mauer said.

She added that the vision of the combined efforts first emerged with the advent of the Double Whammy pass, which is valid at both resorts. Booth Creek found the fairly new concept more prudent because, although the sales and marketing department have shared resources before, the resorts discovered they were mining the same prospective customers.

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With the restructuring, two employees were terminated.

Sierra-at-Tahoe Marketing Manager Todd Majoris and Northstar Communications Manager Toby Baird were laid off April 30 in the restructuring.

Reinforcing the occasional musical chairs of the Lake Tahoe marketing and media arena, Baird ended up at Switchback Public Relations & Marketing in Truckee, the agency announced Thursday.

Majoris, who had worked in the casino industry before coming to work for Sierra-at-Tahoe over a year ago, was unavailable for comment.

Sierra’s Communications Manager Nicole Belt will resume her same public relations duties for both resorts.

— Susan Wood can be reached at (530) 542-8009 or via e-mail at