Krista Parry (she/her) is the Chief Development Officer of Visit Salt Lake (VSL), a non-profit corporation responsible for the promotion of Salt Lake as a vibrant convention, meetings, sports events, and travel destination. 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. She is instrumental in innovating and diversifying VSL’s memberships and partnerships to become a more valuable civic partner. Embracing direct marketing organizations’ expanded role into destination stewardship, she fosters strategic alliances and authentic relationships to deepen and expand VSL’s lasting impact within the community.

A master relationship builder with more than 20 years of experience in the tourism industry, Krista brings a wealth of expertise and a passion for connection and integrity to everything she does. 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. She spearheaded new online norms for the industry with the launch of Snowmamas, a groundbreaking platform designed to increase participation of moms in the ski/snowboard industry.

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 managed a new division securing and overseeing partnerships with globally recognized brands including Subaru, Coca-Cola, Under Armour, GoPro, Red Bull and more.

Krista lives in Salt Lake City, Utah with her husband and two boys. From running to basketball to soccer to skiing, her weekends are full of sports!