The value of storytelling is at the heart of Kim Jackson’s job at Vermont Adaptive 

Vermont Adaptive offers inclusive sports and recreational programming for people of all ages. (Jeb Wallace-Brodeur)

Kim Jackson has spent more than 30 years involved in public relations, marketing and tourism in the outdoor and ski industries. She has worked for newspapers and resorts and even opened her own PR firm. 

Ten years ago, after calling Vermont Adaptive a major client at her firm, she joined its staff and has been a vital part of the growth of the organization since. Now its director of communications, Jackson was the 2022 winner of the North American Snowsports Journalists Association’s Bob Gillan Memorial Award, “for contributions to the advancement of snowsports, exemplifying the highest standards of professionalism in public relations and communications.” The award is named for the late Bob Gillen, former Ski Magazine editor and marketer at Crested Butte and Sugarbush resorts.

Vermont Adaptive offers inclusive sports and recreational programming for people of all ages, with cognitive, developmental, physical and emotional disabilities. We recently caught up with Jackson to discuss her role. 

New England Ski Journal: Prior to joining Vermont Adaptive, you had extensive experience in public relations and communications in the outdoor and ski industries. How did you get started in that?

Kim Jackson: In the mid-’90s, with a degree in journalism from University of New Hampshire, I was working in Boston in corporate communications. I answered a blind ad in The Boston Globe for a news bureau director for a resort in Vermont. I met with Chris Goddard of CGPR (an active lifestyle PR firm based in Marblehead, Mass.) and her colleague, Jeff Blumenfeld, one of whose clients was Killington. Then I interviewed with John Clifford, the vice president of marketing at Killington. Three weeks later, I moved to Vermont. 

Shortly after that, American Ski Company took over Killington. Fortunately, I remained in PR and it was a fun time with plenty to talk about. After leaving Killington, I did a few other things then came back. Following the birth of my daughter, I decided that freelancing would better serve my family responsibilities. Vermont Adaptive was one of my first clients. Over the years, the volume of work grew to a full-time position. That was 10 years ago.

NESJ: Tell us a little about Vermont Adaptive.

Jackson: Perhaps the biggest unknown factor is that there are multiple locations. The state headquarters is at Pico Mountain in the Andrea Mead Lawrence Lodge, which was built with collaborative funding from the Pico Ski Education Foundation. We have skiing and lessons at both Pico and Killington. We also operate at Sugarbush’s Mount Ellen, where we have a 4,000 square-foot building attached to the existing base lodge. This facility has elevators, allowing our clients access to everything in the lodge as well as three floors of space designed specifically to meet the needs of the populations we serve. 

At Bolton Valley, we have borrowed space in the lodge and offer lessons. At Saskadena Six and Mad River Glen, we offer lessons on request. In spring, summer and fall, our work continues with programs for cycling, mountain biking, paddling sports, hiking and sailing. We utilize facilities at the Lake Champlain Sailing Center in Burlington, the Burlington Bike Path, as well as many other locations in Chittenden County, the Mad River Valley and Waterbury/Montpelier areas, and in south central Vermont on waterways, the rail trail and bike paths, hiking trails and downhill mountain biking at Killington.

We have a huge fleet of adaptive sports equipment and trailers and trucks to transport it all. It includes equipment to serve any type of disability. There are 12 paid staff members and about 400 trained volunteers; 100 of these participate year-round. Others may volunteer less frequently, but all go through our training program and background checks. Some are PSIA (Professional Ski Instructors of America) adaptive certified as well.

NESJ: Are most of your clients repeat or regular customers?

Jackson: There is a variety. Some come on a weekly basis. Some come with school groups, some just once to try it out. We also have a veterans program, Veterans Ventures, which is free for all vets. Other programs have fees, but we don’t ever turn anyone away. We have regular scholarships and that component is really important. Last year we gave out $80,000 in scholarships.

NESJ: What were your goals when you came to Vermont Adaptive?

Jackson: To try to help grow the organization. We want to provide sports for as many people as possible. To that end, we have grown by 500 percent in nine years. Another objective is storytelling. What we do is important for peoples’ well-being — to know what they can do. For me, it is the best of both worlds. I can talk about skiing and outdoors while also spreading the word that anyone can play so more people can get out and recreate.

NESJ: Have you established new goals and objectives since you’ve been there?

Jackson: I will have been in this position 10 years this spring. It’s the longest I’ve ever worked in one place. Personal goals include mentoring and sharing knowledge. I have enjoyed doing guest lecturing. I try to stay on top of social media and new technology, which can be exhausting. But it is critical to the PR/communications role. Organization goals are to contribute as much as I can. Diversity, equity and inclusion are hot topics now. But Vermont Adaptive has been in that space for 37 years.

NESJ: What changes have you seen during your tenure at Vermont Adaptive?

Jackson: The organization is larger. The staff has doubled, we have a broader reach, and adaptive sports facilities are a big part of it. And we continue to build on what we are doing. Keeping up with changes in adaptive equipment is vital.

NESJ: Going forward, what does the organization aim to achieve?

Jackson: Continued growth to serve more people. If we can increase our budget it will allow us to have more adaptive equipment, scholarships and to train more volunteers. Also, it is important to raise awareness among the population we serve, let people know they can participate in outdoor recreation, that everything is adaptable.

NESJ: Is fundraising part of your job?

Jackson: Communications and fundraising go hand-in-hand. Storytelling supports fundraising. I work closely with the executive director (Erin Fernandez) and the major gifts officer as well as a grant writer. We have a sponsorship director who works with various brands who give products and cash. Our total budget is $1.7 million and our income comes from program fees, grants, sponsorships, individual and business contributions, as well as events. 

Our major fundraising event, the 13th annual Vermont Adaptive Charity Challenge (charityride.vermontadaptive.org) will be held on June 17 this year with Killington as the sponsor. Participants bike, paddle and hike and there is a party with live music following activities in the morning. The goal is to raise $300,000.

NESJ: What does it mean to you, personally, to dedicate your life to adaptive sports? Has it changed your outlook over the years?

Jackson: That’s a tough question. Having a profession that is helping others is important. The best thing is seeing someone outside, having fun, smiling. I feel lucky that my profession allows me to get involved in programs that make a difference in people’s lives.

NESJ: Anything else you’d like to add?

Jackson: We are always looking for volunteers and donations. — www.vermontadaptive.org