Ski Area Management Magazine (SAM) recently announced the recipients of the 2012 SAMMY Leadership Awards. The SAMMYs were awarded to Jody Churich, president and GM of [R67R, Boreal], [R411R, Soda Springs], Calif.; Matt Skinner, VP of sales and marketing, [R456R, Telluride], Colo.; and Peter Sonntag, GM, [R169R, Heavenly Mountain Resort], Calif. for their accomplishments to date and potential to have an even bigger impact in the future.

"We couldn’t be more impressed with this year’s SAMMY winners," SAM Publisher Jennifer Rowan said. "They truly embody the spirit of the award, which is to target those bright stars in our industry that will lead us into an even brighter future."


Jody Churich. Photo Courtesy of SAM Magazine.

Jody Churich started her career as a ski instructor at [R419R, Squaw Valley], but quickly moved into marketing for ski areas in the Tahoe region. It was in that role that Jody excelled, thanks to her ingenuity and creativity. In 2007, she was named to the helm at Boreal and Soda Springs.


Matt Skinner. Photo Courtesy of SAM Magazine.

Matt Skinner’s career has taken him from a ski shop at [R65R, Bogus Basin], Idaho, to destinations in six countries. A marketer at heart, Matt’s passion and drive have helped Telluride earn three National Ski Area Association (NSAA) marketing awards in the past four years, and his state tourism work has helped promote winter sports on a wider basis.


Peter Sonntag. Photo Courtesy of SAM Magazine.

Peter Sonntag is an Easterner who moved West to start his industry career on the slopes of Colorado. Pete’s focus on skier services at [R36R, Beaver Creek], [R113R, Copper], [R482R, Vail] and [R197R, Keystone] were impactful and popular. In 2010, Vail Resorts recognized his talent by promoting Pete to GM of Heavenly, one of the largest resorts in the Tahoe region.

"We are celebrating our 50th anniversary this year at SAM,” Rowan said. "These winners represent our 49th, 50th and 51st recipients of the SAMMY award, which we think is a great coincidence. We're thrilled to be celebrating these milestones with Jody, Matt and Pete."

For the winners’ full bios, click here