SALT LAKE CITY (July 2023) Visit Salt Lake (VSL) recently named Krista Parry as Chief Development Officer. In this newly established role, Krista assumes the responsibility of pioneering new models for growth to support a more robust visitor economy in Salt Lake. This encompasses innovating and diversifying VSL’s memberships and partnerships and fostering strategic alliances and authentic relationships to deepen and expand VSL’s impact within the community.   

“We’re lucky to have Krista on board as we pursue some moonshot goals for Visit Salt Lake’s development,” said Kaitlin Eskelson, president & CEO of Visit Salt Lake. “Her extensive experience curating hyper-specific sponsorship and strategic alliance opportunities for major companies will help us lead our entire industry with cutting-edge innovation. Plus, she’s a fun-loving, always smiling ball of energy and an amazing colleague.”  

 With over 20 years of experience in the tourism industry, Krista brings a wealth of expertise and a passion for connection and integrity to her new position. Throughout her career, she has been dedicated to transforming brands transactional connections with their customers to transformational experiences. As one the few female senior executives in the ski resort industry, Krista made significant contributions by pioneering social campaigns and digital media platforms that reshaped Park City Resort’s brand into an active lifestyle community, setting new online norms for the industry with the launch of Snowmamas.   

 As Senior Vice President of Partnerships and Media at Powdr - one of the largest ski resort and active entertainment operators in North America - Krista launched and ran a new division securing and overseeing partnerships with globally recognized brands including Subaru, Coca-Cola, Under Armour, GoPro, Red Bull and more.    

 “I started my career with the 2002 Winter Games, so I was able to see firsthand the impact the visitor economy has on the community, which ignited my passion for the industry,” said Krista. “I am incredibly excited to collaborate with the talented and passionate VSL team to build authentic partnerships within the community and industry. Together, we will spearhead the responsible development of one of the fastest-growing destinations in the nation and deepen the impact of the visitor economy in the community.”   

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Visit Salt Lake is a private, non-profit corporation responsible for the promotion of Salt Lake as a convention and travel destination. In partnership with Salt Lake County, Visit Salt Lake improves the area economy by attracting and providing support to conventions, sports events, leisure travelers and visitors with a strong commitment to sustainability and stewardship of the area’s natural environment. Through its sales and marketing programs, Visit Salt Lake’s impact on Salt Lake’s annual $5.4 billion visitor economy equates to nearly $1,800 in tax relief for each household within Salt Lake County. For more information on all that Salt Lake has to offer, go to