June 16, 2025 •Anya Wells
In Central Montana, nestled between the mountains and hot springs, one family is making waves by preserving a legacy and creating new reasons to visit the heart of the state. Avery Patrick is the Vice President and Marketing Director for Showdown Montana and the Edith Hotel in White Sulphur Springs, two beloved destinations, both now owned and operated by her family
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Rooted in Family, Built for the Future
Showdown Montana isn’t just a ski hill, it’s a piece of family history. Avery’s grandfather, George Willett, ran the ski area for nearly five decades. In 2020, Avery, her husband, her brothers, and her mom purchased the business from him. Then, in 2022, they added the Edith Hotel to their portfolio, revamping a former Super 8 into a boutique gem.
"We were just really honored to be able to continue his legacy," Avery says. "We of course, grew up skiing there. We love it so much and we are excited to keep growing."
But growth comes with intention. For this family, that means staying true to the values George instilled, chief among them, affordability. As ski resorts across the country become increasingly expensive, Showdown remains committed to providing an accessible experience for local families.
Weathering the Tough Seasons
The 2023-2024 ski season tested that commitment. It was the worst snow year in Showdown's 88-year history, with the mountain not opening until December 23. But what could have been a disaster turned into a reminder of how strong the community is.
"Our locals who would usually be a little grumpy that there were lines everywhere were coming up to us all day long saying, 'Look at all the people who came. Isn't this fantastic?'"
Even with limited snow, their seasoned team pulled through. Their mountain manager, in his 50th season, led the charge to make the most of what snow they had. The whole staff rallied to keep things running and guests happy.
Expanding Beyond Ski Season
With the ski business being seasonal, the Edith Hotel is a strategic step toward year-round revenue. What once was a basic roadside motel is now a warm, thoughtfully designed space that surprises guests when they walk in. Avery credits her mom’s vision and talent for creating an experience that feels elevated and welcoming.
The hotel isn’t just a business; it's another opportunity to celebrate Central Montana. Visitors come expecting the ordinary and leave having experienced something extraordinary - a reflection of the family's values and pride in their hometown.
A Woman at the Helm in a Changing Industry
As a working mom and marketing director, Avery is shaping not just the business, but also the narrative around what leadership looks like in the ski industry. Traditionally male-dominated, the industry is slowly changing, and Avery is proud to be part of that shift.
"I have a job that I love and I think that's a great example for my kids to see that women can be business owners."
She’s also quick to credit the broader movement: more women are stepping into leadership roles at ski areas across the globe. And she’s excited to be a part of it.
More Than a Mountain
At the end of the day, Showdown is more than just a place to ski. It’s where generations have come to make memories, and for some, it’s even a place of healing. One moment that stands out to Avery was talking with a longtime guest who had experienced a recent loss. He told her, "I just had to come up here to get closer to God."
It’s those quiet, powerful reminders that keep the Patrick family focused on what really matters: creating space for connection, community, and joy in the middle of Montana.
If you are interested in hearing more of Avery’s story, you can watch the full video below!
To read the video's transcript, click here.
Connect with Avery on her Instagram @showdownmontana or her website.
Professional photos were taken by Soul Craft Media. Or follow her on Instagram @soul.craft.media.
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Interview by Anya Wells, RMWBC Marketing Assistant and Storytelling Extraordinaire
