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Skiers head to the lifts in January at Steamboat Ski Area. A former Harley Davidson executive on Wednesday told ski area officials they need to inspire their guests to go home with the stories of a lifetime in order to avoid becoming mere commodities.

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At Steamboat Airline Partners Summit, Harley executive urges ski resorts to empower guests

A former Harley executive, who spoke at the annual Airline Partners Summit, said in order to avoid becoming mere commodities, ski resorts need to inspire their guests to go home with the stories of a lifetime.

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