MY WHISTLER
Marketing the Resort – and Loving It
Name: Barrett Fisher
Occupation: President and CEO, Tourism Whistler
Introduction by David Burke | Images by Joern Rohde
The job of marketing Whistler to the world requires keeping a lot of balls in the air — and according to its leader, the dedicated team at Tourism Whistler (TW) does an amazing job of juggling tasks, adapting to change and finding new ways to attract potential resort guests.
Leading such an organization is much the same: keeping your finger on the pulse of global events, including regional economic and social trends, emerging technology — and yes, even the weather. It also helps if you love the place you’re promoting.
Barrett Fisher’s childhood in West Vancouver wasn’t exactly a harbinger of her future role as a leader of such a multi-faceted organization. Then again, maybe being the youngest of five children played a motivational role. “I was always the one who was told what to do and when to do it, looking up to my older brothers and sisters,” she said with a laugh.
Now married with an adult daughter, Fisher said one of her mentors in the early part of her 30-plus years at TW was Al Raine, the former Whistler Council member and visionary who passed away last December.
“He was really wise and helpful, and he was just a lovely individual,” Fisher said.
You visited Whistler as a youth, but a visit you made later for a newspaper assignment prompted you to start coming more often. Can you tell us that story?
I took a three-day Dave Murray Ski Camp at Whistler Mountain, which changed my future direction. I was working as a North Shore News reporter, and my editor asked if I could write an article on the ski camp for the Sports section. I had the honour of meeting and interviewing Dave Murray, former Crazy Canuck ski racer, and the privilege of improving my ski technique with Coach Otto Kamstra. Months later, I ran into Otto on the mountain — he asked me for a coffee, and the rest is history. After that, I became an avid Whistler skier and summer adventurer.
What was the impetus for you to shift gears in your career and apply to work at Tourism Whistler?
Otto and I decided to marry and make beautiful Whistler our home! Tourism Whistler was seeking a Director of Advertising and Promotion who could bring the organization’s brochure production in-house. With a degree in English, a diploma in Journalism, and reporter and editor experience, I had a strong grounding in research, writing, editing, photography, and layout and design, so I applied. I was offered the job, and it was a great fit.
Tell us about the process of applying for and being hired for the job as President of TW.
With on-the-job experience, and continued education in marketing and finance, I took on new roles (Director of Marketing, VP of Marketing, and VP of Marketing & Sales). I worked under three CEOs over a span of 14 years before applying for the position myself. It was a comprehensive process, including headhunter interviews, 12-plus hours of psychological testing, a psychologist interview, and a presentation on my 10-year vision for the organization to the Board of Directors. And I was successful!
What are a couple of the most significant ways that TW’s role has evolved during your time there?
Tourism Whistler has gone through significant change over the years, evolving within an ever-dynamic environment. Major events have included 9-11, the global meltdown, the 2010 Winter Olympic and Paralympic Games, and the pandemic. Tourism Whistler has opened up new markets, adopted new travel channels, shifted marketing strategies, and embraced new technologies — from digital to data to artificial intelligence. In addition, we have witnessed increasing climate and social justice events, magnifying our focus on reconciliation, diversity, equity, and inclusion, crisis communications, and destination stewardship.
You’ve served on various boards and committees. Which roles have given you the most satisfaction?
I have been honoured to serve on the boards of Whistler organizations (Whistler Arts Council, Whistler Sport Legacies); industry associations (Tourism Industry Association of BC, British Columbia Destination Management Organization Association); large-scale events (Vancouver Organizing Committee of the 2010 Winter Games); and community associations (Whistler Swim Club). I genuinely have found all of these boards to be incredibly rewarding — working with local parents; federal, provincial, and First Nations leaders; and resort colleagues. I am passionate about strategic planning, people leadership, board governance, and change management.
Favourite Whistler summertime activities?
I love to hike with my family, with favourites including Whistler Mountain’s Musical Bumps; Rainbow, Cheakamus and Garibaldi lake trails; Blackcomb Mountain’s Ascent [Trail] hike. I have a road bike and gravel bike, but am currently using my gravel bike most often. On hot days, nothing beats swimming in Lost and Alta lakes!
Favourite local hangout?
People watching in Whistler Village, concerts at Whistler Olympic Plaza, walks on the Valley Trail, hitting golf balls at the Whistler Driving Range, and enjoying Whistler’s shops and restaurants.