SALT LAKE CITY (July 2023) Visit Salt Lake (VSL) recently named Krista
Parry as Chief Development Officer. In this newly established role,
Krista assumes the responsibility of pioneering new models for growth to
support a more robust visitor economy in Salt Lake. This encompasses
innovating and diversifying VSL’s memberships and partnerships and
fostering strategic alliances and authentic relationships to deepen and
expand VSL’s impact within the community.
“We’re lucky to have Krista on board as we pursue some moonshot
goals for Visit Salt Lake’s development,” said Kaitlin Eskelson,
president & CEO of Visit Salt Lake. “Her extensive experience curating
hyper-specific sponsorship and strategic alliance opportunities for
major companies will help us lead our entire industry with cutting-edge
innovation. Plus, she’s a fun-loving, always smiling ball of energy
and an amazing colleague.”
With over 20 years of experience in the tourism industry, Krista brings
a wealth of expertise and a passion for connection and integrity to her
new position. Throughout her career, she has been dedicated to
transforming brands’ transactional connections with their customers to
transformational experiences. As one of the few female senior executives in
the ski resort industry, Krista made significant contributions by
pioneering social campaigns and digital media platforms that reshaped
Park City Resort’s brand into an active lifestyle community, setting
new online norms for the industry with the launch of Snowmamas.
As Senior Vice President of Partnerships and Media at Powdr – one of the
largest ski resort and active entertainment operators in North America –
Krista launched and ran a new division securing and overseeing
partnerships with globally recognized brands including Subaru,
Coca-Cola, Under Armour, GoPro, Red Bull, and more.
“I started my career with the 2002 Winter Games, so I was able to see
firsthand the impact the visitor economy has on the community, which
ignited my passion for the industry,” said Krista. “I am incredibly
excited to collaborate with the talented and passionate VSL team to
build authentic partnerships within the community and industry.
Together, we will spearhead the responsible development of one of the
fastest-growing destinations in the nation and deepen the impact of the
visitor economy in the community.”
# # #
Visit Salt Lake is a private, non-profit corporation responsible for the
promotion of Salt Lake as a convention, meeting, sports event and
travel destination. In partnership with Salt Lake County, Visit Salt
Lake improves the area’s economy by attracting and providing support to
conventions, leisure travelers, sports events, and visitors with a strong
commitment to sustainability and stewardship of the area’s natural
environment. Through its sales and marketing programs, Visit Salt
Lake’s Impact on Salt Lake’s Annual $4.5 billion visitor economy
equates to $1,238 in tax relief for each household within Salt Lake
County. For more information on all that Salt Lake has to offer, go
to visitsaltlake.com.
