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Arah Johnson promoted to Senior Vice President of Sales & Marketing

August 4, 2023


THOMPSONVILLE, Mich. (August 4, 2023) – After more than a decade of leading the sales department, Arah Johnson will now expand her expertise as Senior Vice President of Sales and Marketing at Crystal Mountain. Since she began her career at Crystal in June 1996, Arah has been a vital contributor to the growth and success of the organization, specifically group business.

“I still remember Arah’s first interview when she came to us soon after graduating from Central Michigan University,” said Chris MacInnes, President of Crystal Mountain. “My father interviewed her as well and without a doubt said, ‘hire her, she’s a winner’ and sure enough he was right, she hit the ground running and hasn’t stopped since.”

Showcasing her dedication and commitment to excellence, Arah has steadily progressed through various roles within the company, starting as a Group Sales Manager and later assuming the position of Director of Sales. In 2015, she was appointed to Vice President of Sales where she has played a pivotal role in driving sales strategies and achieving record-breaking results.

“Arah's deep understanding of our guests' needs, combined with her strategic sales expertise, will further elevate the Crystal brand and expand our reach within the industry, said John Melcher, CEO of Crystal Mountain. “We are confident that her leadership skills will bring about positive growth, increased guest satisfaction, and strengthened partnerships.”

In addition to her commitment to Crystal, Arah has been an active member of the Michigan Society of Association Executives for 15 years. As a leader in the tourism industry, she also serves as the Board President for West Michigan Tourist Association. Beyond her professional endeavors, Arah has contributed to her local community by serving on the Frankfort Elberta Area Schools Board of Education for 10 years.

Arah is a proud alumna of Central Michigan University, where she earned a Bachelor of Science Degree. She and her husband, Andrew, live in Frankfort. They have three adult sons who all developed a love for skiing through growing up at Crystal Mountain.

Crystal Mountain is recognized as one of the Best and Brightest Companies to Work For® in the West Michigan region.

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About Crystal Mountain: Established in 1956, Crystal Mountain is a family-owned, four-season resort destination located 28 miles southwest of Traverse City and a short drive from Sleeping Bear Dunes National Lakeshore. The 1,500-acre resort features lodging, dining, downhill and cross-country skiing, two championship golf courses, shopping, award-winning Crystal Spa, Michigan’s only alpine slide, Peak Fitness, the Park at Water’s Edge, Michigan Legacy Art Park, weddings, a conference center, and real estate options. Visit www.CrystalMountain.com for more resort details or information about Four Seasons Club memberships.

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