Mt. Ashland Association Appoints Rachel Canada as the New General Manager

Mt. Ashland Association (MAA) is thrilled to announce the hiring of Rachel Canada as the new General Manager of Mt. Ashland Ski Area, beginning September 1, 2026.

Canada brings more than 20 years of experience in mountain operations, leadership, and resort management to Mt. Ashland. Throughout her career, she has held a wide range of positions spanning nearly every aspect of ski area operations, most recently serving as Director of Mountain Operations at Willamette Pass. Beginning her career in the ski industry in 2002, Canada has spent more than two decades developing expertise in both technical operations and organizational leadership.

Her experience includes overseeing lift operations and maintenance, grooming, vehicle maintenance, ski patrol support, resort infrastructure and more. In addition to her operational leadership, Canada has managed the guest services side with experience in human resources, rental shop operations and retail purchasing, giving her a comprehensive understanding of what it takes to successfully operate an independent ski area.

“Many experienced candidates applied and were interviewed for the open General Manager position at Mt. Ashland; however, none checked the boxes quite like Rachel,” says Adam Reiss, President of the MAA Board of Directors. “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.”

“Rachel has extensive hands-on experience across nearly every aspect of ski area operations,” Reiss says. “She is ready to do what it takes to lead Mt. Ashland into a significant period of growth and investment, even if it means jumping in a Cat, flipping burgers, or turning a wrench—she really can do it all. We are all excited for Rachel to get started and can’t wait for our community to meet her.”

Rachel’s career is rooted in a lifelong passion for skiing that began at Montana’s Big Mountain, now Whitefish Mountain Resort, where she first learned to ski through the mountain’s ski school program. Since then, skiing has taken her to six countries across three continents, and she is looking forward to making the Ashland area her new home. Outside of work, Rachel enjoys exploring trails, biking, and hitting the road to visit national parks.

“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 shared.

As General Manager, Canada will oversee year-round operations and help guide the organization through several major initiatives, including the planned replacement of Mt. Ashland’s historic chairlifts and the continued expansion of summer and off-season programming.

Please join the Mt. Ashland Team is giving Rachel a warm welcome to our Ski Area and the Rogue Valley!

Please read carefully! This is a release of liability and a waiver of certain legal rights.
The purchaser, holder and/or user of this pass or any person named on this pass application (“participant”) understands that skiing, snowboarding and other winter activities (“skiing”) can be hazardous and that injuries are common when participating in such activities. Participant accepts and assumes the risks associated with skiing, including, but not limited to, changing weather conditions, variations or steepness in terrain, terrain features and parks, snow or ice conditions, surface or subsurface conditions, bare spots, creeks and gullies, forest growth, rocks, stumps, the use of lifts, collisions with natural or manmade objects or other persons, avalanches, snow immersion, equipment failure, no or delayed first aid rescue, grooming and snowmobile equipment, lift towers and other structures and their components, falling, loss of control, and exceeding one’s ability. Participant hereby freely and expressly assumes any and all risk of property damage, injury and death associated with skiing.
In consideration for lift access and the use of any other area facilities and premises, participant hereby agrees to release, hold harmless, and indemnify Mt. Ashland association, dba Mt. Ashland and its owners, partners, members, employees, directors, officers, agents, affiliates, and related entities (“Mt. Ashland”) from any and all claims by or on behalf of participant against Mt. Ashland arising directly or indirectly out of participant’s use of this pass and/or the area facilities and premises. This release includes claims and liabilities arising from negligence on the part of Mt. Ashland, but does not include claims based upon gross negligence or intentional misconduct. Participant also agrees to indemnify (including costs and attorney fees) Mt. Ashland for any claim brought on behalf of any minor named on this season pass application.
Participant understands that, instead of entering into this agreement, participant may purchase a day ticket. Participant is free to participate in skiing at Mt. Ashland without using any ski area lifts or uphill conveyances, subject to any applicable rules of use.
1. A Season Pass is a weather-dependent product and is non-refundable, non-transferable and may not be rolled over from one season to the next. Use by any other person will result in forfeiture of the Season Pass. However we understand that unexpected circumstances can occur and exceptions will be made under limited circumstances. Pro-rated Season Pass refunds are given for: 1.) documented relocation out of the area or 2.) documented illness, injury, or pregnancy. All refund requests must be received by February 15th of the year the season pass in question is valid. All refunds are at the discretion of Mt. Ashland. A $50 processing fee will be charged for all refund requests.
2. The undersigned agree(s) to abide by all federal, state, and ski area statutes, rules, regulations and closures including, but not limited to ORS 30.970 - 30.990 and “Your Responsibility Code”
3. There is a $25.00 charge for the replacement of any lost Season Pass. The undersigned agree(s) to notify the ski area immediately if a Season Pass is lost. The ski area will issue one complimentary lift ticket, per season, per pass holder, if a Season Pass is forgotten. After that, a lift ticket must be purchased.
4. The Season Pass must be displayed in a manner that allows for easy checking or scanning by ski area employees.
5. Eligibility for an Adaptive Season Pass is within the sole discretion of the ski area and medical proof may be required.
6. Violation of any of these terms and conditions may result in suspension and/or revocation of a Season Pass. A Season Pass may be revoked without refund at any time for misconduct or nuisance caused by the Participant.

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