John Mcmahon Email and Phone Number

GO GREEN! For more than 50 years, ALCC has been the leading trade association for Colorado's $2 billion green industry. With over 400 companies statewide, the mission of the ALCC is help Colorado’s landscape companies have successful businesses. We deliver the most relevant business building information and skills to landscape companies at all points of the business cycle. Additionally, the ALCC is the predominant voice for legislative and work force issues impacting our member companies. We embody best practices of business management and leadership; we stay on the cutting edge and in-tune with emerging trends; and we deliver value to members. My key contributions to date included: Re-envisioning organization, new strategic and tactical 5 year plan, development and launch of Sustainable Landscape Management program, expansion of partnerships, and development of new revenue streams. Recipient of Colorado Waterwise Gardener Award for leadership in sustainable landscapes.

The National Ski Patrol, the world’s largest ski patrol association, is a federally chartered nonprofit membership association dedicated to serving the mountain recreation industry and the public across the United States. For 75 years, the NSP has been at the forefront of safety and emergency care education programs. The association’s 28,000 members represent 98 percent of the nation’s patrollers. 11 Board members, 13 divisions, 10 standing committees. Responsibilities include ski industry/tourism relations, marketing, communications, retail/catalog sales, oversight of operations, landlord responsibilities, education, membership, and finances. My core contributions: Re in-vision organization, develop updated mission and new historic strategic plan (Vision 2020), develop and enhance products to elevate brand relevance to industry, stabilize and elevate the organizations operational efforts, re-build of database platform and IT environment, team development and recruiting, disciplined tactical executions, and skilled diplomacy. Most importantly, linking my insider ski industry knowledge and passion with my outsider practical, entrepreneurial, and strategic business/political success to reinvent the organization.

As head of a 500 business member tourism association and overall tourism effort for the Town of Breckenridge, responsibilities consist of leadership and vision for the Destination Marketing Organization (DMO) including all aspects of marketing, brand development and stewardship, group sales, call center, visitor centers, internet/web activity, communications, membership, financials, operations, and on-line reservations. Provide sound voice of tourism throughout the town of Breckenridge and State of Colorado, bridge building & diplomacy, public appearances/presentations, leadership on multiple economic and tourism related committees, and continually demonstrated strong ROI.• Direct and indirect key contributions: Restructured and re energized organization, obtain 73% voter approval for recently passed tourism tax providing a sustainable 35% increase in marketing fund, restoring government relations and public confidence, building staking holder support, heavily engaged in economic development, increased market share by 3%, increased membership by 20%.• Member/Advisor of the Colorado Tourism Office Marketing Committee. Breckenridge Economic Development Committee & Breckenridge Economic Sustainability Committee, Board Member Travel Industry Association of Colorado. Other Association Affiliations: WACVB, CADMO, TIAC

• 823 business member association, non profit Destination Marketing Organization (DMO) responsible for the promotion of county wide visitor assets. Monterey County receives 7.7 million visitors, $1.8 billion in visitor spending and $36 million in TOT annually. $4.7 million budget overseeing staff of 30, 36 member Board of Directors, Exec Com, 10 city/sub destinations, and six sub-committees. In addition to a 12,000 room base, top attractions and destinations include The Monterey Bay Aquarium, Big Sur, Carmel, Pacific Grove, Pebble Beach, Mazda Laguna Seca Raceway, National Steinbeck Center and 17 Mile Drive. Arguable the most diverse group of stakeholders and interest in California. • Responsibilities: Leadership, vision, and significant diplomacy for the bureau including all aspects of marketing, group sales, call center, visitor centers, internet/web activity, communications, membership, financials, operations, and on-line reservations. Heavy involvement with county economic development efforts. Provide voice of tourism, public appearances/presentations, leadership on multiple related committees, and continually demonstrated ROI.• Direct/indirect key contributions: Restructured and reenergized organization, doubled funding to $4.7 million through a complex 10 jurisdiction tourism improvement district, restored government/membership relations, increased membership 35%, increased public funding by 30%, increase sales leads 70%, developed new brand platform, leveraged marketing dollars 8:1, reversed TOT decline to realize 15% growth in two years, increased market share 2007, winner of California’s Tourisms 2005 “Advertisement of the Year” and “Peoples Choice” for best marketing award. • Associations/Boards/Commissions/City Council: Regional City Councils, Chambers of Commerce, Monterey County Hospitality Assoc, Monterey County Board of Supervisors, CA Travel Industry Assoc., CA Tourism Mkt advisory board, CA Hotel Assoc, San Francisco CVB, WACVB, IACVB. Eco Dev.

• Governor appointee. CMO for California State Parks, 266 park units including Hearst Castle, Old Town San Diego, Huntington State Beach, and Angel Island. 84 million visitation in 2002, a 31% increase in two years, $2 billion impact to local communities.• Responsibilities include developing, implementing, directing, and reporting on all aspects of the marketing mix including Brand development and stewardship, strategic planning, research analysis, advertising, promotions, special events, publications, web/internet marketing, consumer public relations, fulfillment, merchandise, e-store, partnerships, and marketing budgets.• Key contributions: Re-build of division, launch of new brand platform, established 1st corporate “Proud Partner” program leveraging California state assets, obtained $4 million media presence partnerships, provided benchmark segmentation consumer study, drove record attendance (150,000) to state capital 150th event, created “Governors Cup” and “Arts in the Parks” series.• Associations/Boards/Commissions: Private and governmental entities at various levels including city and state government economic development, COC’s, CVB’s, and commissions. Actively serve on various California Economic and Tourism Committees including Marketing, Advertising, Crisis, and Cultural. Additional associations include California State Parks Commission, California State Parks Foundation, California Lodging Industry Association, and CalTIA. Strong involvement with numberous economic intiatives on state and local levels.

• Partnership with Sergio Zyman, former worldwide Chief Marketing Officer of Coca-Cola. Marketing consulting target to destination resorts, associations, and corporate sponsors. Clients included: Snowsports Industries America, Snowbird, Winter Park, and Chevrolet • Responsibilities included research analysis, strategy development, leveraged marketing, special event and promotional development, ROI performance, and marketing recommendations. • Key contribution: Principal/Account Manager in developing the nation’s first comprehensive snowsport marketing strategy focused on growing snow sports for manufacturers, retailers, and resorts (SnowSports Industries America (SIA) “Segmentation Study and Implementation Plan”).

• Originally Ralston Resorts, then then acquired by Vail Resorts and had responsibilities over Breckenridge, Vail, Beaver Creek, Keystone, Arapahoe Basin. • Combination of strategic alliance and promotions. Director level position with world’s largest ski resort operators. 4.5 million skier days. Drove skier days, room night volume, and brand presence.• Duties included visioning, developing, implementing, directing, and reporting of marketing plans, year-round marketing programs, product development, marketing partnerships, local and national events, sponsorship's, promotions, and budget. Partners included: Consumer Products, Ski Retailers/Manufacturer's, Travel/Leisure. Markets: UK, Germany, Japan, major US cities, Colorado, Denver.• Key contributions: Over 300 marketing campaigns, 30 international/domestic retail partnerships, produced 40 national/international special events, significantly leveraged media presence, achieved $2.5-5 million in incremental marketing partnerships annually, developed 20 nationally televised events, secured snowsports largest consumer promotion (Coca-Cola “Ski with an Olympian”), developed Colorado’s most extensive ski card/pass retail distribution partnerships (“Ski 3”, “Colorado Card” and launch of the "EPIC Pass").

Growing up in Aspen, CO, I worked starting in High School and through collage at a 'line worker" level through various areas of the ski industry. 6 years ski retail sales and performance ski mechanic, 6 years ski lift operator, backcountry skiing with local ski patrols, landscape and light construction worker, maid for hotel properties, and actor in a few national television commercials, Race Director and one of the Aspens youngest ski instructors teaching for 6 years. Before re entering the ski industry, was also a top producer (and Denver's youngest) Title Representative for Stewart Title in Denver/Cherry Creek. My transition into brand leadership began as the Marketing Director at Loveland Ski Area under the leadership of Otto Werlin...one of my favorites.