Park City, Utah — Park City Mountain Resort has named a new marketingexecutive to lead the company through and beyond the 2002 Olympic WinterGames. On Friday, March 23 Bonnie Crail was named vice president ofmarketing at Park City Mountain Resort.
Crail’s experience spans several years in the ski and snowboard industry, aswell as other well-known sports-related products and companies. Mostrecently, she was a partner and managing director of Disson Furst &Partners/On Board Entertainment in Huntington Beach, Calif. where sheoversaw the youth and young adult marketing division. Crail is responsiblefor launching Adrenaline Theater, a series of teen action sports filmsfeatured in AMC movie theaters nationwide – a program profiled in afour-page article in USA Today. She also recently spearheaded strategicmarketing, public relations and communications for the ACG Indoor, an indoorsnowboard event held in conjunction with Nike’s ACG Division at the LosAngeles Forum in September 2000.
Prior to her work at Disson Furst & Partners/On Board Entertainment, Crailserved as vice president of Global Marketing for K2 Corp, a $600-million,publicly-held ski and snowboard company. While at K2, Crail collaborated onthe widely successful launch of the company’s mountain bike division, K2Bike.
“Bonnie will be a great fit not only at Park City Mountain Resort, butwithin the community as well,” said Kipp Pitou, president of Ski Utah andformer president K2 Bike. “Her experience and knowledge will be a greatasset to the Resort.”
Crail also spent several years as the executive vice president of OceanPacific Apparel and Sunwear Corp. where she lead a successful campaign forthe first-ever televised snowboarding event, the Op Pro of Snowboardingairing on ESPN in 1988.
“With the competitive nature of the ski and snowboard industry at anall-time high, and with the once-in-a-lifetime opportunity of the Olympicsat our doorstep, we are very fortunate to have Bonnie as a part of ourteam,” said Vern Greco, Park City Mountain Resort president and generalmanager. “Her experience with major international products and high-profileevents, coupled with a keen understanding of shifting demographics, will bean important asset as we reach out to new markets and launch new programs.”
In addition to her extensive work experience, Crail is the former presidentof the Surf Industry Manufacturers Association and has been a speaker andmoderator at the International Sports Summit in New York City. She holds aMaster of Arts degree from Arizona State University.
“I actually learned to ski at Park City Mountain Resort and am thrilled tobe joining the staff of such a strong organization,” Crail said. “I’mlooking forward to the challenges of marketing such a great product leadingup to, during and after the Games.”
Although her appointment is effective immediately, Crail will spend the nextfew weeks transitioning into her new position and is scheduled to be fulltime at Park City Mountain Resort by mid-April. She replaces Laura Murphy,former Resort director of marketing.