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Unite in Utah Educational Event

July 11 @ 2:30 pm6:00 pm MDT

Join us for an afternoon of inspiration and networking as we explore the theme of transforming transactional connections into transformational experiences. This event is a must-attend for professionals looking to enhance their engagement strategies and make meaningful connections in their industry. Don’t miss out on the opportunity to learn from an expert in the field and connect with like-minded individuals.

Thursday, July 11th, 2024
Time: 2:30 PM – 6:00 PM

DoubleTree Suites by Hilton Salt Lake City
110 W 600 S, Salt Lake City, UT 84101
Ballroom B



2:30 PM – 3:00 PM: Registration
Join us for registration as we kick off an afternoon of insightful discussions and networking opportunities. Check-in will be at the entrance of Ballroom B.

3:00 PM – 4:30 PM: Welcome Address and Speaker Presentation
Our event will commence with a welcome address, followed by a presentation by Krista Parry, Chief Development Officer at Visit Salt Lake. Krista will share her expertise on transforming transactional connections into meaningful, transformational experiences.

4:30 PM – 6:00 PM: Happy Hour
Wrap up the day with a relaxing happy hour. This is a perfect time to network with fellow attendees, discuss the day’s insights, and build lasting connections. Enjoy refreshments and light hors d’oeuvres as you unwind and socialize.

Meet The Speaker:

Krista Parry (she/her), Chief Development Officer, Visit Salt Lake

Presentation Title:
Transforming Transactional Connections into Transformational Experiences

Join us for an insightful presentation by Krista Parry, the Chief Development Officer at Visit Salt Lake. With a wealth of experience in the tourism and development sector, Krista will delve into how we can transform simple transactional connections into meaningful, transformational experiences. Her innovative approach and inspiring ideas are sure to leave you with actionable insights and a fresh perspective on creating impactful interactions.

About Krista Parry:

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!

Registration Information:

Early bird registration is available through June 21st, so be sure to register early to secure your spot and save on registration! Suppliers can also bring a planner for free! To do so, simply register yourself and enter your planner guests information when prompted.


Thank You Event Sponsors!


Thank You Chapter Sponsors!

Visionary Sponsor

Collaborator Sponsor

Advocate Sponsors


July 11
2:30 pm– 6:00 pm MDT


PCMA Rocky Mountain Chapter
View Organizer Website


DoubleTree Suites by Hilton Salt Lake City
110 W 600 S
Salt Lake City, UT 84101 United States
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