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Longtime tourism professional Vicky Nash takes the helm as the Executive Director for the Hot Springs Association, the first-ever trade organization specifically established for commercial hot springs facilities in the United States. Specializing in geothermal tourism management and marketing, Nash provides a global perspective and unique expertise in this field.

“The purpose of the Hot Springs Association is to unify owners and operators internationally and to collaborate on ways to initiate positive growth,” Nash said. “Currently, the hot springs resort industry is experiencing a significant resurgence across the country with numerous redevelopment and renovation projects underway.”

Primary objectives for the group are:

• Establishing best practices and procedures for water management with a focus on quality, stewardship, sustainability and preservation.
  
  
• Aligning with the Centers for Disease Control and Prevention (CDC) Model Aquatic Health Code (MAHC) on how best to manage the unique qualities of geothermal mineral water.
  
  
• Investigating how to designate geothermal water facilities as essential services for public health purposes.
  
  
• Developing professional training, workshops, certification programs and educational field trips.
  
  
• Compiling basic market research data such as calculating the total number of U.S. commercial facilities, average annual visitation and revenue statistics, as well as reporting industry trends.
  
  
• Implementing marketing and public relations campaigns to increase and enhance the awareness, understanding and perception of hot springs in the United States. Utilize the Hot Springs of America website, Soakember promotion and social media outlets.

The Hot Springs Association Board President is Mark Begich, owner of Carson Hot Springs in Nevada and Jemez Hot Springs in New Mexico. His firm Northern Compass Group in Anchorage, Alaska was instrumental in establishing the Hot Springs Association in 2019. He is joined by the newly appointed Vice-President Steve Beckley, owner of Iron Mountain Hot Springs in Colorado; Treasurer Lyn Harwell with SunWater Spa in Colorado and Secretary Jake Foerstner with Riverbend Hot Springs in New Mexico.

“We are all passionate about the business of hot springs and are ready to take this organization to the next level,” proclaims Vicky Nash.

Well-known for the creation of the popular Hot Springs Connection, Nash introduced the only conference of its kind in the United States. Discussion topics include: heritage preservation, water stewardship, natural resource protection, standardizing regulatory requirements, utilizing geothermal energy, wellness trends, design standards, hospitality training, tourism marketing and spa operation.

In addition, Nash researched and launched Hot Springs of America, a website that lists and maps every commercial hot springs facility in the United States. The goal is to become the primary resource for enthusiasts seeking comprehensive information on geothermal destinations. Enhanced listings showcase individual resorts with extensive descriptions, photos, videos and articles.

The Hot Springs Connection and the Hot Springs of America will continue to operate under the new Hot Springs Association umbrella.

Nash is actively involved with the Global Wellness Institute’s Hot Springs Initiative and has visited nearly 80 hot springs facilities all over the world. 

She also oversees the Colorado Historic Hot Springs Loop, an award-winning marketing campaign that features the state’s premier thermal waters.