Hundreds of ski resort execs were on hand at Southern California’s La Costa Resort for the 2011 National Ski Areas Association National Convention where snowboarding took center stage. The event was kicked off with Snow Park Technologies General Manager Chris “Gunny” Gunnarson presenting a moving introduction and the Industry Impact Award to Shaun White.

The conference also featured a panel called Smells Like Teen Spirit: Marketing to the Millenial Generation. Gunny was back in charge moderating a stacked panel made up of TransWorld SNOWboarding Editor in Chief Annie Fast, Nixon Founder & Marketing Director Chad DiNenna, pro snowboarder Todd Richards, Treeline Interactive Founder Jake Fields, and ESPN X Games Senior Director of Sports & Competition Tim Reed. The standing room only ballroom was packed with ski industry execs furiously taking notes as some of the best in the business shared strategies for effectively targeting younger audiences.

Here’s a quick look at the lightning round question Gunnarson proposed to wrap up the session:

“What’s the single most important way to engage and communicate with the millenial market?”