Executive Presentation | Appalachian Mountain Club
Mission Architecture: Defining the North Star
Travel | B2C | Non-Profit
Mechanism: A Board-level alignment presentation to define the Mission, Values, and Vision for the AMC Echo Lake Camp, Acadia National Park in Maine.
The Strategy: To guide future growth without alienating legacy members, I had to codify the overall brand experience that the camp offered. I distilled the brand into a single Mission Statement: ‘World-class hiking with just enough glamping’. This gave leadership a clear filter for making operational decisions that respected tradition while embracing modernization.
The Result: The Board unanimously adopted this framework to guide the branding, quantify the capital improvement plan, and focus member communications.
