George Brooks speaks at the State Capitol Building during Tourism Day Feb. 6, 2023. Courtesy/NMTD photo

NMTD News:

SANTA FE — New Mexico Tourism Secretary Jen Paul Schroer released the following statement in response to the retirement of Ski New Mexico Executive Director George Brooks:

“It is hard to imagine someone who has done more to boost New Mexico’s profile as a ski destination than George Brooks. As Executive Director of Ski New Mexico, George built bridges between tourism organizations and businesses, the state, local governments and other tourism stakeholders to ensure New Mexico can offer up world-class ski experiences and amenities. Beyond ski, George was a champion of all things New Mexico tourism and New Mexico True. George served as a Tourism Commissioner from 2014 – 2020 where he advocated for economic diversification through tourism for communities of all sizes. The New Mexico True brand was able to establish credibility from the start thanks in part to George who was one of the first champions and advocates of New Mexico True when it was unveiled over 10 years ago. We thank George for his service to New Mexico’s tourism industry and we wish him the best in all his future endeavors during retirement.”

According to data from Ski New Mexico, the ski industry accounted for $472.2 million in total economic impact and 3,200 jobs during the 2022-23 season.

Brooks was named Coach of the Year in 2004 by the University of New Mexico for leading the Lobo ski team to the University’s first NCAA National Championship. In addition, Brooks was inducted into the New Mexico Tourism Hall of Fame in 2013.