Parker Riehle will replace Michael Berry as the new president and chief executive of the Lakewood-based National Ski Areas Association.
Berry is retiring after 25 year leading the association, which represents 303 ski resorts across the country and 370 companies that supply equipment goods and services to the ski resort industry. Riehle is president of the Vermont Ski Areas Association. A lawyer, he directed the association’s government affairs and served as vice president and general counsel for the group before taking the role of president in 2006.
Riehle will be tasked with growing the sport of skiing, a perpetual challenge for the NSAA, which represents ski area owners and operators while working to stimulate growth in the industry. Visitation to U.S. ski resorts has hovered around 55 million annual visits since the late 1980s.