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Mountain High Recognized By SAM For Diversity Leadership
By Craig Altschul
May 30, 2008
Southern California's Mountain High could well host the most ethnically diverse customer and employee base in the U.S. ski industry. The resort picked up the 2008 Diversity Leadership Award from Ski Area Management during the NSAA event this week.
"We are so proud to receive this award," Mountain High Director of Marketing John McColly said. "Minorities will become the majority in the next 25 years and reaching out to them is crucial to the growth of our industry."
Don't look for the stereotypical "white male" in Wrightwood. More than half of the area's visits are made up of minorities. Signage, food, amenities, and events reflect that diversity. Upper level managers come from Germany, China, the Philippines, Peru, and El Salvador.
"The resort is a shining example of where mountain sports should, and will be, heading as the demographic landscape of our population changes," SAM Publisher Jennifer Rowan said.
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