About Us
Our Vision
Ski California is the platform of continuity and integrity for the ski industry in California and Nevada.
Our Mission
Ski California supports and serves the ski industry through advocacy in government relations, public policy, education, and collaborative guidance on industry objectives.
Our Values
Collaboration: We work to find common ground and align for success.
Safety: We place guest and employee safety at the core of all operations.
Responsibility: We hold ourselves responsible to the industry and guests.
Sustainability: We seek to protect our environment from climate change.
Inclusivity: We strive to make the ski industry welcoming to all people.
History & Leadership
Ski California® began on December 31, 1969, as the Sierra Ski Areas Association. The original purpose of the association was to create a unified voice for the ski industry in California to address issues that affected the industry. In 1992, the Sierra Ski Areas Association changed its name to the California Ski Industry Association® (CSIA) and remained with that name through 2015. In 2016, CSIA continued its operations under the brand Ski California®.
Ski California has a Board of Directors consisting of representation from each member ski resort in California and Nevada. Since 1969, the Board has guided the organization through many challenges and worked together to ensure the progress and success of the ski industry.
John Rice is the current President of Ski California. He took the helm at Ski California in 2025 after a long career in operations at many California ski areas, but he is most known for spending 32 years as Vice-President and General Manager of Sierra-at-Tahoe. That role placed him on the Ski California Board during his tenure, and he held the role of Board Chair for two terms. John succeeded Mike Reitzell, who led the organization from 2015-2024, leaving his role at Ski California after being appointed President & CEO of the National Ski Areas Association. Mike had succeeded the original leader of the organization, Bob Roberts, who held his post for 40 years before his retirement in 2015.
Bob Roberts Award of Excellence
The Bob Roberts Award of Excellence honors the legacy of Bob Roberts, whose extraordinary leadership and unwavering dedication transformed the ski industry across California and Nevada. Roberts entered the industry in 1969 as the operator of Mount Shasta Ski Area and quickly distinguished himself through his hands-on approach and deep engagement with legislative matters.
In 1975, he became the first Executive Director of the California Ski Industry Association (CSIA) and held that post for four decades—during which the organization evolved from the Sierra Ski Areas Association into a cohesive, influential voice for alpine and cross-country resorts across California and Nevada. Under his leadership, the CSIA developed impactful programs including industry-wide training, risk management, and marketing campaigns.
Roberts was instrumental in shaping tourism in the region—serving as a founding member and marketing vice chair of the California Travel and Tourism Commission (now "Visit California") and guiding legislative advocacy that elevated the ski industry’s standing at the state level.
After his retirement, Ski California created the Bob Roberts Award of Excellence, awarded annually to select leaders who exemplify Roberts’ devotion to the ski industry. It celebrates individuals whose exemplary contributions reflect his pioneering work in governance, marketing, advocacy, and industry-building across California and Nevada’s ski communities.
Honorees
| 2024 | John Fagan |
| 2023 | Tim Cohee |
| 2022 | John Rice |
| 2021 | Paul Senft |
| 2020 | Sally Helm |
| 2019 | Mike Dillon |
| 2018 | Frank Helm |
| 2017 | Rusty Gregory |
| 2016 | John Wagnon |
Donation Requests
Ski California is pleased to support the work of nonprofit organizations in the regions where its member resorts operate. Each season, up to two Gold Passes are donated per region, with priority given to requests supported by Ski California board members and whose mission aligns with Ski California’s mission, strategic objectives and values. Prior donations do not automatically renew, and we choose not to collaborate through trade or barter agreements.