WHY DISCERA
Built by people who know how to open doors, and what to create once they’re open.
Discera was founded by Krista Parry and James Roberts around a shared belief: the most extraordinary experiences aren’t found on a list. They are created through relationships, imagination, local knowledge and an understanding of what people will remember.
Together, Krista and James bring decades of experience connecting people to place, creating defining moments, building trusted relationships and delivering experiences at the intersection of hospitality, destination, culture, sport and business.
Their role isn’t simply to know what’s available. It’s to see what could be possible, then bring together the right people, places and details to make it happen.
That is the thinking behind Discera: discerning what matters, unlocking what others can’t access, and curating what can’t be copied.
Krista Parry
Krista is an experience architect, brand builder and connector whose career has centered on creating moments that connect people to place.
Her work spans destination development, major events, partnerships, mountain and Olympic experiences, and the creation of experiences designed to be remembered.
At Discera, she brings creative vision, relationships and the human-centered thinking behind Memory Architecture™.
James Roberts
James is an entrepreneur, strategist and relationship builder whose career has centered on bringing people, organizations and ideas together.
Over more than two decades building companies and advising organizations, he has developed deep relationships across Utah’s business, civic and community landscape.
At Discera, James leads strategy, growth and strategic partnerships helping turn relationships and possibilities into experiences that would otherwise never exist.
The Discera Method™
01
Discover
Understand the people. Clarify the purpose. Define the emotional outcome.
02
Design
Curate every detail. Create signature moments. Build surprise, delight and flow.
03
Connect
Unlock extraordinary access through trusted relationships. Introduce remarkable people. Reveal hidden places.
04
Deliver
Execute flawlessly. Anticipate needs before they’re expressed. Create effortless hospitality.
05
Continue
Extend the experience beyond the itinerary. Preserve memories. Strengthen relationships.
Memory Architecture™ is the philosophy. The Discera Method™ is how we bring it to life.