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.