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John Urdi, a 30+‐year veteran in the hospitality and tourism industry, assumed the Executive Director role in 2010 with the vision of securing Mammoth Lakes Tourism as a destination marketing organization industry leader As a result, he pioneered the first TBID in California that included retail, dining and ski ticket sales, in addition to lodging. He expanded air service, which included a hybrid air service model critical to a rural airport, to increase accessibility to the area. He also positioned Mammoth Lakes as a year round destination instead of a weekend winter getaway. All efforts have moved the needle in Mammoth Lakes’ economic viability from a 6‐month to almost 10‐month tourist destination; none of which, could be possible without an aggressive and ongoing plan to preserve the organization’s marketing investment. John’s background includes vice‐president of marketing and sales roles with American Skiing Company at Attitash Resort in NH; Colorado Ski Country USA and Grand Targhee Resort in Wyoming.