February 19, 2015 (Cable, WI) – Shellie Milford, director of race operations at the American Birkebeiner, is stepping down after the Feb. 21, 2015 running of this year’s Swix Birkie (50km skate and 55km Classic), ending almost three decades of service to North America’s most prestigious Nordic mass event. Over the years, she has worked under nine different executive directors, serving as registration assistant, administrative assistant, assistant director and, ultimately, race operations director. Now, Milford is passing the torch to her successor, Alan Serrano.

© courtesy of the American Birkebeiner

“At 67, I’m feeling the need and desire to have more time to spend with my family (husband, children and grandchildren); that’s a big one,” responded Milford when asked of her rationale for stepping down now.

SkiTrax’s Peter Graves caught up with Milford on the eve of her final Birkie and spoke with her about the decision to leave the organization, her legacy, lessons learned, and her plans for the future. Listen to what she has to say in her audio interview with Graves:

Milford is not exactly sure which year she started working for the organization: “It was either 1986 or ’87. My friend Donna Hughes (registration queen) brought me to the Birkie to help process registrations. No database, just new entries each year, meant we had to physically look up five years of results for each person and pick the best time to seed them. We’d sit on the floor in the basement of the office (in the old Walker Hotel, corner of Main and 63rd, that burned down approximately 15 years ago) surrounded by those big computer-printout books! I was hooked and started expanding my responsibilities each year.”

She began part-time, but this slowly evolved into full-time work. Over the years, the American Birkebeiner has expanded, not only in terms of the number of skiers at its flagship “Birkie” event, but also in the number of events it oversees (now four, as explained below). Staffing levels have increased to keep up. “There were three full-time people and five or six part-time people when I started. There are now seven full-time and five part-time (some are year-round part-time).”

© courtesy of the American Birkebeiner

The pattern of annual business has also changed over the years. “Now that we have four events – the Birkietour in January, Birkie in February, Fat Bike Birkie in March and Birkie trail run in September – we don’t really have a down time. Also, we continually work on marketing, media, publishing of the Birch Scroll, a myriad of supply orders, etc. Of course, the busiest time is the two months or so prior to the Birkie. I personally work full-time year-round, and in January and February on weekends as well. Weekends are my quiet time to get organized and take care of lots of details. Years ago, I realized that if I kept a small spiral notebook on the bedstand, I could write down thoughts that I’d have during the night (sleep tends to be disrupted prior to events). I could write down these thoughts and know that they were there for me to deal with in the morning. Thus, my head was cleared and I could fall back to sleep. Because of the additional events, I’d say that I have the notebook there nine months of the year.

“More recently, the foundation’s goal has developed into supporting a year-round healthy lifestyle . . . thus the additional events. As we improve the logistics (busing, parking, etc.), we are able to gradually increase numbers of participants for the Birkie events in particular. There is room for the other three main events and they continue to increase in numbers.

© courtesy of the American Birkebeiner

“Allan is an experienced FIS Technical Delegate (TD) – he was the Birkie’s TD in 2014 – so he has vast knowledge of race operations,” explains Milford, speaking about the man who is stepping into her shoes. “He is very good at working on logistical aspects of the event. He takes to heart the questions and concerns of race chiefs, and is already developing a good relationship with them.” Serrano has been working alongside Milner for the past few months.

“I think my strength is the ability to communicate well with most people. When I talk with someone (staff, skier, parent or volunteer), I make an effort to focus on that conversation with sincerity and compassion. At the Birkie office, we have a strong bond and the ability to step in and help each other out when needed. I appreciate our staff very much. Also, of course, the good folks who volunteer their time to make the events successful . . . there are thousands.

“I am a ‘people person,’ and appreciate the many relationships and friendships that I have made over the years with staff, volunteers and skiers,” responds Milford when asked of her proudest accomplishment. She has no regrets, but remembers a few tough situations that happened over the years.

© courtesy of the American Birkebeiner

“Probably the one [Birkie edition] that comes to mind first is the cancellation year of 2000. Not great snow leading up to it, then 12 inches the week before, so we were all dancing, then rain started Monday of race week and the decision to cancel on Friday at 5:00 p.m. I stood on a table in the red-arrow room at Telemark (registration and bib pick-up) and made the announcement. There were hundreds of people waiting to hear the decision. I had tears streaming down my face (makes me tear up even now); there was a pause when I finished and then the room broke into applause. Maybe because they felt my emotion. . . .

“My retirement plans include gardening, travel and grandchildren. And I will also volunteer for the Birkie!”

SkiTrax joins the American Birkie and ski communities here and around the globe in thanking Milford for her years of dedication and passion and wishing her the very best.