Krista Parry | Chief Development Officer | Visit Salt Lake

What do you consider one of your most significant achievements and why?

One of my most significant professional achievements has been embedding the “Better Together” philosophy into our organizational culture. In a world that can often seem divisive and overly competitive, collaboration and unity are the keys to creating meaningful change. This mantra shapes our team’s approach and extends to how we interact with our community and stakeholders.

What challenges have you overcome to get here today?

Becoming an executive at 23 presented a unique set of challenges, especially as one of the few female executives in a predominantly male industry. A pivotal moment came when John Cumming, the founder of POWDR, introduced me to “Power vs Force” by David R. Hawkins. The book’s insights into the dynamics of power versus force reshaped my understanding of leadership. It taught me that true power flows effortlessly and is characterized by compassion and humility — unlike force, which is driven by opposition and negativity. This philosophy has guided my leadership style ever since, helping me lead with kindness, openness and genuine empowerment.