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Twin Peaks’ GM is leaving

By Tony Kindelspire
The Daily Times-Call

LONGMONT — Jim Crocker, the general manager at Twin Peaks Mall for the past six years, already had accepted a position with Vail Resorts when he received visual confirmation of one of the perks of his new job.

“These people have skis right in their office,” Crocker said excitedly. “They go skiing during lunch.”

Crocker, whose last day at the mall will be Friday, said he is not even sure what his new job title will be, but he’s excited about the move to the mountains.

“I’ll be working for Vail Resorts, and it’ll still be retail property management,” Crocker said.

During a family ski vacation to the area last winter, Crocker said he had dinner with Donna Green, the former marketing director at Twin Peaks, who had left to take a job with Vail Resorts.

“She’s the one that tipped me off to the job,” Crocker said. “We loved it so much up there that I said, ‘If anything ever opens up up there, give me a call,’ and a couple of months later, she did.”

Vail Resorts owns four ski resorts — the company’s namesake, Beaver Creek, Keystone and Breckenridge. Crocker said his responsibility will initially be Keystone, although more duties will be added in time as Vail Resorts builds more properties in Breckenridge.

While he’ll be managing retail tenants at ski resorts, rather than under one roof in a mall, Crocker said many of his job duties will remain the same.

“Malls constantly evolve,” he said. “Every year, a half-dozen tenants will leave and a half-dozen tenants will come in.”

In his new job, “it’s going to be the same. I went up there to a meeting last week, and the big topic of the meeting was the turnover.”

And with retailers, he added, “there’s rent to collected, and there’s signage codes to be enforced.”

Twin Peaks was built in 1985, and Crocker arrived just after the mall had undergone a renovation. During his time here, he has seen Crossroads Mall in Boulder slowly fade to black, while other new, destination malls have sprung up to provide competition for Twin Peaks, notably Park Meadows Mall and — especially — FlatIron Crossing.

The biggest change in his time here, he said, has been within Twin Peaks’ parent company itself. “When I got here, (CBL & Associates) had 18 malls. Now CBL has 56,” he said.

After 13 years in the mall business, Crocker said he’s looking forward not only to the change of pace professionally but also to the change in lifestyle for himself, his wife and their three children.

With a father in the National Park Service, Crocker said he grew up “all over,” but his formative years were spent around Zion National Park — “So I’m very used to that rural type of setting.

“That’s another thing that excites me about going up to Summit County. To me, Longmont is the big city.

“Honestly, we love Longmont and we would come back to Longmont in a heartbeat, but the opportunity up there was too much to pass up.”

It’s unknown what kind of time frame CBL has for replacing Crocker, as phone calls to the company’s regional manager went unreturned Wednesday.

Tony Kindelspire can be reached at 303-776-2244, Ext. 291, or by e-mail at tkindelspire@times-call.com.