It’s common and great advice that great ski area leadership should make sure they still spend lots of time on the mountain. Now… Imagine…you actually grew up on the mountain, and you’re now one of the Vice Presidents at that same resort? A Mountain your grandfather bought in the 80’s, and despite being one of the top ski areas in North America, it’s still family-owned nearly a half-century later.Today, we’re chatting with Kendra Scurfield from Banff Sunshine Village—one of North America’s most iconic and stunningly beautiful ski resorts. This episode is all about what it really takes to build a brand that feels authentic, consistent, and worth coming back to.We dive into how Sunshine protects its identity in a competitive destination market, the perks and challenges of family ownership, and why sometimes saying no is just as powerful as saying yes when it comes to brand partnerships and new trends. If you care about brand clarity, differentiation, and evolving without losing what makes your resort special, this one’s for you.Now let’s take a trip high into the Rocky Mountain alpine with Kendra Scurfield, VP Brand & Communications at Sunshine Village Ski & Snowboard Resort. We pulled 12 actionable insights from this episode. Get all 12 at www.sellingsnow.com.