Whether you’re an east coast resort with well over 12M people in driving distance, a Rocky Mountain destination located a short drive from the Denver or Salt Lake area markets, Tahoe or Mammoth in close proximity to SF and LA or Whistler with Vancouver only a scenic ride away on the sea to sky highway – you must cultivate your drive market. And the drive market isn’t just skiers and snowboarders. Millennials are demanding new and different experiences and one of the best opportunities our industry has is to introduce them to the mountains and the great outdoors we all love during the summer. The session is designed to present new ideas to old problems and to outline opportunities that resorts and destinations around the world can take advantage of.