“Experience every moment to the fullest and never live with regret. You never know what life is going to throw at you at any given time.”

After completing his university degree in Scotland, Stuart Maas flew to Lake Tahoe to experience one ski season in the basin and never turned back. As the Sales & Marketing Manager for the Lake Tahoe Visitors Authority, Stuart helps to market the South Shore of Lake Tahoe as a unique, year-round destination to a global marketplace.

Congratulations to this week’s 40 under 40 honoree, Stuart Maas!

Can you tell us a little about your responsibilities and accomplishments in your current position?

The mission of the Lake Tahoe Visitors Authority is to market the South Shore of Lake Tahoe as a unique, year-round destination to the global marketplace and to favorably impact the South Shore economy through overnight stays and tourism spending. Since I started in August 2016, my role and responsibilities have been constantly evolving. My primary duties involve overseeing marketing the Tahoe South brand through advertising and digital platforms. Recently I have been leading the charge with a grassroots awareness campaign designed to attract corporate and association groups to our destination. The LTVA recently updated their strategic plan with the objective of increasing shoulder season and mid-week stays. This involves not just marketing the destination but also managing visitation. Many of our recent initiatives are reflective of this strategic change.

What has been your favorite professional moment in the last year?

It would be hard to point out any single moment. Throughout this last year, the LTVA team has had success through promoting recent investment and revitalization into our area, which in turn has resulted in attracting large events, media and even blockbuster movie and television productions to South Lake Tahoe.

Do you have a professional/life mantra that you live by?

Experience every moment to the fullest and never live with regret. You never know what life is going to throw at you at any given time.

Who is your role model?

John Muir. He was an influential Scottish-American naturalist, author, environmental philosopher, glaciologist, and early advocate for the preservation of wilderness in the United States of America. We share a similar story as he also grew up in Scotland, just miles from my hometown, and then moved to the United States.

Why choose Tahoe to make your home and career?

I have been visiting South Lake Tahoe on a regular basis since I was 6 months old and it has always been a very special place for me. After completing my university degree in Scotland, I decided to come to Tahoe to experience ‘one’ ski season. I flew over with little more than a bag of clothes and a snowboard and was hired as a resort representative with a large UK ski travel company. That season turned out to be a life changer. The sun, snow, and Tahoe lifestyle kept me here and the rest is history.

Are you active in any volunteer roles or community groups?

At the moment I am taking a break due to my travel schedule and work commitments. Over the years I have volunteered as U.S. Forest Service Ski Ranger at Heavenly. In recent years I completed the UCCE Master Gardeners of Lake Tahoe program. Master Gardeners are community members who have been trained under the direction of the University of California Cooperative Extension and help educate residents using their skills and best practices.

What is your favorite thing to do outside of work?

My true passion is traveling and experiencing the world and its cultures. While in Tahoe I try and spend as much of my spare time exploring with my malamute, Iona. We are blessed with so many options for recreation so there is really never a dull moment regardless of the time of year. Springtime is my favorite season, primarily due to the multitude of recreation options. My three favorite sports – skiing, scuba diving, and golf are on my bucket list this year to complete all in one day.

Where are your favorite South Shore stomping grounds

In the winter, the ski resorts of Heavenly and Sierra at Tahoe. In the summer you can find me exploring Desolation Wilderness, swinging clubs at Lake Tahoe Golf Course or boating and biking to the beaches around Camp Richardson. My favorite areas to socialize would be around the Heavenly Village area with its fantastic restaurants or at one of our numerous breweries throughout our town.

Do you know a deserving young professional? Nominate them here.