Mt. Ashland taps 20-year veteran Rachel Canada as GM amid lift-replacement push

Mt. Ashland Ski Area has appointed Rachel Canada as its new general manager, effective Sept. 2, 2026, tasking her with steering the nonprofit Oregon resort through a pivotal period of infrastructure renewal and year‑round programming growth.

Who’s leading Mt. Ashland now

Rachel Canada brings more than two decades of ski‑area operations experience to the Rogue Valley, most recently serving as director of mountain operations at Willamette Pass. Her background spans the full spectrum of mountain management: lift operations and maintenance, grooming, vehicle fleets, ski patrol support, and broader resort infrastructure, alongside guest‑facing functions including human resources, rental shop operations, and retail purchasing.

Adam Reiss, president of the Mt. Ashland Association board, said Canada stood out in a competitive search that began in January because her career has focused on the realities of small, independently owned mountains—and because she’s willing to lead from the front line. “Rachel’s professional goal of managing a community ski area, backed by over 20 years of experience facing the challenges of small, independently owned mountains, made her the perfect choice as the next leader of the Mt. Ashland team,” Reiss said.

Canada’s appointment follows the departure of former GM Andrew Gast, who left to become general manager at Eldora in Colorado.

Strategic priorities: aging lifts and four‑season growth

In her new role, Canada will oversee year‑round operations and help guide several major initiatives already in motion at Mt. Ashland. Foremost among them is the planned replacement of the ski area’s historic chairlifts—an effort the nonprofit has been fundraising for and publicly promoting in recent years.

Equally important is the continued expansion of summer and off‑season programming, a strategic priority for many smaller Western ski areas seeking to diversify revenue and deepen community engagement beyond winter. Mt. Ashland has already been building out that calendar, with events such as its second annual Oktoberfest scheduled for Sept. 19 at the Karen and Sid DeBoer Lodge.

A community ski area at a crossroads

Mt. Ashland is operated by the Mt. Ashland Association, a 501(c)(3) nonprofit that owns and runs the ski area—a governance model that emphasizes local stewardship and community access. That structure shapes both opportunities and constraints: capital projects like lift replacements depend on fundraising, grants, and member support, while operational decisions must balance financial sustainability with public mission.

Canada’s hiring arrives against a backdrop of broader industry headwinds. Across the West, operators are grappling with the costs of modernizing aging infrastructure, expanding summer offerings, and managing climate and safety risks—issues underscored this summer by a high‑profile Oregon chairlift fatality at Mt. Hood Skibowl that resulted in a $43,180 OSHA penalty. While unrelated to Mt. Ashland, the incident highlights the operational rigor required of mountain leaders in 2026.

Background and fit

Canada’s path into ski‑area leadership began in Montana, where she first learned to ski through the ski school at what is now Whitefish Mountain Resort (formerly Big Mountain). Since entering the industry in 2002, she has worked in six countries across three continents, and she cites community ski areas as the foundation of the sport. “Local ski areas like Mt. Ashland are the foundation of our sport. I’m excited and honored to join the team here and make the Rogue Valley my home,” Canada said.

Outside of work, she lists trail exploration, biking, and road trips to national parks among her interests—pastimes that align closely with Mt. Ashland’s push to strengthen its shoulder‑season identity.

What to watch next

With Canada at the helm, key storylines for Mt. Ashland over the coming months include:

• Progress on the chairlift replacement project and associated capital planning.

• Expansion of summer events and programming to drive non‑winter visitation.

• Operational refinements across mountain and guest services as the area prepares for the next winter season.

For a community‑owned ski area in Southern Oregon, the appointment signals continuity of mission with renewed operational leadership as it enters a significant period of growth and investment.