Effective Edge to Collaborate with Resort Partners in the Development of Progressive Youth and Emerging Market Programs

NORTH LAKE TAHOE, Calif. - Monday April 2, 2018 – Effective Edge, LLC, a new company catering specifically to the mountain resort industry, launches April 2 with the intent to raise the level of its resort area partners' youth and emerging market programs including terrain parks, risk management, enhanced terrain, and summer resort mountain biking and risk management. Led by industry veteran Michael Bettera, Effective Edge offers services designed to assist ski areas in the development of progressive, sustainable, business-driving programs, designed to achieve and keep their competitive edge. The company launches with an established relationship with Burton and a partnership with Snow Park Technologies (SPT) for projects that its clients can leverage for terrain park or special project builds.

"What resorts can expect when working with Effective Edge is a West Coast mentality and an East Coast hustle, paired with the respectful nature of everywhere in between," said Michael Bettera, president and CEO of Effective Edge, LLC. "We're based on the West Coast, which helps us keep our finger on the pulse of innovation, technology, health and wellness. We're constantly moving--thinking big, delivering for our clients and leading 'what's next' in our industry. Everything we do is done with integrity and transparency, and is designed to give our resort partners a unique advantage when it comes to attracting and retaining their guests."

Services offered include industry-leading resort and terrain park risk management consulting in collaboration with Mark Petrozzi of AlpenRisk Safety Advisors, strategy development, operations, program mapping, data and metrics, marketing, and creation of signature guest-focused products. Resorts can also leverage the company's experience with signature action sports products: design and implementation, marketing, special projects, social media and more. "Our goal is not to add costs to a resort and its programs, rather to refine current programs and for park features to be right sized for the guest," Bettera continued.

Bettera is the former Director of the Mountain Division at SPT, a consulting, snow build and event management team for resorts and action sports events on and off snow. For more than 12 years, he worked closely with resort partners including Sierra-at-Tahoe, Big Bear, Squaw Valley Alpine Meadows, Aspen, Sun Valley, Okemo, Mount Hood Meadows, Seven Springs, Vail Resorts, and others to keep them current with regard to industry trends, and to create new, innovative projects and terrain park offerings. In this role, he was directly involved in on-mountain operations, business strategy, terrain park data and metrics, guest experience initiatives, risk management, marketing, and employee training programs.

PO Box 2805 Kings Beach California 96143 c.530-448-0591 o. 530-548-5066 mike@effectiveedge.co Effective Edge – www.effectiveedge.co

"Mike's experience, creativity, strategic vision, attention to detail and follow through will continue to make him and his team an asset to any ski area he works with," said Chris Gunnarson, founder of Snow Park Technologies. "His passion, determination and dedication to the industry is unwavering, and I am confident that there is infinite upside for resorts who leverage his expertise to enhance the experiences they offer their guests."

Bettera's specialty is signature resort projects and programs including the Transworld and Newschoolers Park Poll, globally on the Burton Stash parks, The Streets at Seven Springs, and Burton Progression Parks. He has worked with more than 50 resorts around the globe, is a former head coach at Waterville Valley Academy, and has been a judge at high profile events including the Burton US Open. He has been working in the industry since 1988 where his career began as one of the first snowboard instructors in the country.

"Mike has served Sierra well over the years as our direct contact with SPT, and in that time he has built high trust with our park crew and management team," said John Rice, general manager of Sierra-at- Tahoe Resort. "His wealth of knowledge and experience in all aspects of terrain park operations, risk management and youth marketing are strengths that make him a valuable partner to us, and to other resorts looking for support."

Learn more about Effective Edge at www.effectiveedge.co.

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