Woodbury, CT – Ski Area Management (SAM) Magazine has named the winners of its 2012 SAMMY Leadership Awards. Jody Churich, president and GM of Boreal, Soda Springs, Calif.; Matt Skinner, VP of sales and marketing, Telluride, Colo.; and Peter Sonntag, GM, Heavenly Mountain Resort, Calif., were recognized for their accomplishments to date and potential to have an even bigger impact upon the ski and snowboard industry in the future.

Churich started her career as a ski instructor at Squaw Valley, but quickly moved into marketing for ski areas in the Tahoe region. It was in that role that Churich excelled, thanks to her ingenuity and creativity. In 2007, she was named to the helm at Boreal and Soda Springs.

Skinner’s career has taken him from a ski shop at Bogus Basin, Idaho, to destinations in six countries. A marketer at heart, Skinner’s passion and drive have helped Telluride earn three National Ski Areas Association (NSAA) marketing awards in the past four years, and his state tourism work has helped promote winter sports on a wider basis in Colorado.

Sonntag is an easterner who moved west to start his industry career on the slopes of Colorado. Sonntag’s focus on skier services at Beaver Creek, Copper, Vail and Keystone were impactful and popular. In 2010, Vail Resorts recognized his talent by promoting Sonntag to GM of Heavenly, one of the largest resorts in the Lake Tahoe region.

“We couldn’t be more impressed with this year’s SAMMY winners,” said SAM publisher Jennifer Rowan. “They truly embody the spirit of the award, which is to target those bright stars in our industry that will lead us into an even brighter future. ”