Powder Mountain announced two new hires today, with Katie Van Riper joining the iconic Utah mountain resort as director of marketing and Justin Soine coming on in a newly created position, director of sports and recreation.
With recent changes in ownership, a new general manager in Kevin Mitchell, a full slate of capital improvements set for winter ‘23/24 and continued investment on the way, Van Riper and Soine join the Powder Mountain leadership team on the precipice of transformation change for the largest resort in the country (8400 skiable acres).
“Both Soine and Van Riper come to Powder with deep industry knowledge and a wealth of experience to draw from, said Mitchell. “Katie’s trailblazing marketing experience and Justin’s illustrious career in ski school management perfectly align with our mission to provide extraordinary mountain experiences. Their contributions will help shape the next chapter of Powder Mountain.”
Powder Mountain Director of Marketing Katie Van Riper Courtesy of Powder Mountain
Katie Van Riper, Director of Marketing
A seasoned destination marketing professional with over 15 years of experience in propelling ski resorts, snowsports brands, and real estate/hospitality portfolios to global prominence, Van Riper’s extensive journey includes contributing to the success stories of distinguished brands such as Snowbird, Helly Hansen, Boyne Resorts and Elevate Outdoor Collective (formerly K2 Sports).
Notably, Katie’s leadership was pivotal during her five-year tenure at Visit Salt Lake, where she oversaw the development of the Ski City brand. This initiative supported international marketing, pass programs, travel trade and advertising for Salt Lake County’s ski resorts.
A true mountain enthusiast, Katie has made Greater Salt Lake City her home since 2012, exploring the Mountain West through skiing, mountain and gravel biking, and running.
In her new role as Powder Mountain’s marketing director Van Riper will oversee all aspects of Powder Mountain’s marketing and communications efforts.
Justin Soine, Director of Sports and Recreation
Soine joins Powder Mountain from Park City Mountain Resort, where he served as the ski school general manager overseeing Canyons Village. His nearly 20-year career in ski school management also includes a number of years as ski school director at Afton Alps and as the training manager at Breckenridge Ski Resort. The son of a ski instructor, Soine began teaching at the age of 14 and has since taught countless people how to ski with an enthusiasm and genuine love for the snow that’s readily apparent.
In his role as director of sports and recreation, Soine will oversee Powder Mountain’s ski school, training programs, adventure center and the recreational activities offered on the mountain.
ABOUT Powder Mountain
With over 500 inches of annual snowfall and more than 8400 skiable acreage, Powder Mountain sits on some of North America’s premier terrain an hour north of Salt Lake City International Airport. Daily caps on lift tickets and yearly caps on season passes preserve a uniquely un-crowded resort experience. A suite of cat-skiing options provide further opportunities for skiers and boarders to experience untouched snow throughout the winter. In the summer months, the newly opened Powder Mountain Bike Park offers downhill mountain biking and a growing trail system for recreation on the mountain. In addition, an expanding family friendly network of trails—approaching 50 miles— features unrivaled views from 8000 feet elevation. For more information, visit PowderMountain.com.
