Smugglers’ Notch Resort has named Brandon Swartz as its new General Manager, capping a national search by the resort’s new ownership group, Bear Den Partners.
This appointment marks the first major executive leadership shift at the independent Vermont icon since Bill Stritzler purchased the resort in 1996. Swartz takes the helm following a multi-round national search launched after Bear Den Partners acquired a majority stake in early 2026. While the Stritzler family retains an equity share and former CEO Lisa Howe will stay on as a regional advisor, Swartz — former Attitash and Wildcat Mountain dual General Manager — will now oversee all day-to-day mountain operations.
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A native of New England who learned to ski at Mount Snow, Swartz has spent his two-decade career working in virtually every aspect of the ski industry. After graduating from Vermont State University Lyndon’s ski resort management program, he built a diverse hands-on foundation from the ground up, cutting his teeth as a Burke Mountain ski patroller and a Hunter Mountain lift mechanic. Swartz has managed operations at powerhouse destination resorts like Keystone and Heavenly, alongside leadership roles at Wilmot and Hidden Valley. With first-hand experience in nearly every department in the ski resort business, his return to Vermont brings a massive wealth of regional and national experience back to the Green Mountains.
Bear Den Partners CEO Jon Schaefer focused the recruitment on a leader whose background mirrors the resort’s community-focused identity. Swartz’s history directing lift overhauls at Attitash aligns with Smuggs’ need for infrastructure upgrades, while his local roots ensure modernization will enhance rather than flatten the area’s character. “Coming back to Vermont is incredibly meaningful to me,” Swartz said in the official statement announcing his appointment. “This is where I learned the ski business and developed a deep appreciation for the role resorts play in their communities. My wife Nicole and I are excited for the move and to raise our sons on the mountain.”
His primary focus, he added, will be “honoring Smuggs’ legacy, supporting the team, and helping ensure the resort continues to thrive for years to come.” That vision aligns with the tone set by longtime owner Bill Stritzler, who wrote to resort staff during the acquisition: “It’s going to be a fun ride, so buckle up and enjoy!”
Among Smuggs’ loyal community, the overriding sentiment has been relief that the resort remains independent. The excitement is tempered by classic northern Vermont pragmatism. Locals are eager for Swartz to address the aging lift infrastructure, but there is a good-natured wariness that major upgrades could draw more traffic to a mountain that has always prided itself on being intentionally, fiercely independent.
Ultimately, this strategic appointment anchors a transitional era for Smuggs, ensuring that a mountain named for Prohibition-era rum-running across the Canada–U.S. border keeps its legendary identity firmly in place.