Crystal Mountain welcomes two dynamic leaders to the Groups Sales team

THOMPSONVILLE, Mich. (April 24, 2025) – Crystal Mountain, northern Michigan’s premier four-season resort, is thrilled to announce the hiring of two accomplished individuals to its sales leadership team. Ashley Curd and Skye Lemmen have joined Crystal Mountain as Group Sales Managers, bringing a wealth of experience and a shared passion for the region to their new roles.

Ashley Curd, a Northern Michigan native, returns to her roots with a strong background in client management and engagement. Most recently, she served as Senior Account Executive at MRM, a marketing agency in Birmingham, MI, where she expertly managed experiential event project communications for the My GM Rewards loyalty program, spearheaded a successful engagement campaign for the My GM Rewards Card that generated $10 million in cardmember spending, and ensured brand consistency across all creative materials for high-end clients like My GM Rewards and MotorCity Casino and Hotel. Prior to that, Ashley honed her skills in managing client relationships and selections as a sales assistant at Mondrian Properties. Ashley holds a Bachelor of Science in Advertising and Public Relations from Grand Valley State University.

Skye Lemmen brings a decade of experience in event planning, client relations, and operational coordination to Crystal Mountain. Her most recent role as Client Services Coordinator at Grand Valley State University saw her successfully managing a diverse portfolio of events, from intimate corporate meetings to large-scale conferences and weddings. Skye’s dedication to fostering strong client relationships and delivering exceptional event experiences consistently resulted in high client satisfaction and increased repeat bookings. Before her time at GVSU, Skye served as the Rental and Event Coordinator for John Ball Zoo and Bissell Tree House. Skye holds both a Bachelor of Science in Hospitality and Tourism Management and a Master of Business Administration from Grand Valley State University.

“We are absolutely thrilled to welcome both Ashley and Skye to our growing group sales team here at Crystal Mountain,” says Julie Oatman, Director of Sales. “Their impressive backgrounds, combined with their deep understanding of the meetings and events landscape and genuine passion for northern Michigan, make them invaluable additions. Ashley's experience managing high-profile client relationships and Skye's proven track record in creating exceptional event experiences will be instrumental as we continue to showcase all that this incredible region and our resort have to offer to a wider audience.”

In their roles as Group Sales Managers, Ashley and Skye will be instrumental in expanding Crystal Mountain’s client base through proactive outreach and by building strong, lasting relationships with new and existing clients to drive revenue growth for the resort. They will also be responsible for developing strategic marketing plans based on a thorough analysis of historical, current, and future market trends, contributing to budget and forecasting processes, and collaborating closely with Conference Service Managers to ensure seamless information transfer and exceptional event execution.

Crystal Mountain offers the ideal setting for a productive and inspiring corporate retreat, industry conference, or team-building exercise. With versatile indoor and outdoor facilities capable of accommodating groups of all sizes, and surrounded by the stunning landscapes of northern Michigan, Crystal Mountain believes that fresh air truly sparks fresh ideas.