David Crowley, member of family behind Wachusett Mountain and Polar Beverages, passes away

A photo of five family members; four brothers and one sister.

Photo | Brad Kane David Crowley (far left) with his four siblings who run Polar Beverages and Wachusett Mountain Ski Area: (from left) Ralph Crowley, Jr. Carolyn Stimpson, Chris Crowley, and Jeff Crowley

Write a Comment

By Eric Casey

David Crowley, a prominent member of the family which runs both Polar Beverages and Wachusett Mountain Ski Area, has passed away at age 69 following a fight with a rare brain disease.

Crowley, a member of the WBJ 2019 Power 50 alongside his four siblings, was one of the Crowley family members who focused on running the Princeton-based skiing destination, while others focused on running the Worcester beverage manufacturer Polar Beverages.

“David was bigger than life, and he loved working at Wachusett and being a part of such a great family and experience,” a Wednesday social media post from the ski area read. “It’s up to David Sr. now to work over the Snow Gods in our favor.”

Crowley was diagnosed with progressive supranuclear palsy, or PSP, in 2014, according to WCVB.

Wachusett Mountain said in its Wednesday post that the upcoming ski season will be dedicated in David’s memory and will include efforts to raise awareness about the fight against PSP.

According to a tribute to David on the Wachusett Mountain website, he played leadership roles at industry organizations including SnoCountry (formerly the New England Ski Areas Council), the National Ski Areas Association, the Worcester Regional Chamber of Commerce, and the North Central Massachusetts Chamber of Commerce. In the early 1990s, David was instrumental in building up the Wachusett Mountain brand with creative radio and television advertising, including its catch "Wa-Wa-chusett" jingle.

He is survived by his wife Julie, and children David Jr., Lisbet, Trudy, and Nate, along with his surviving four siblings: Ralph Jr., Chris, Jeff, and Carolyn.

Eric Casey is the managing editor at Worcester Business Journal, who primarily covers the manufacturing and real estate industries.