What makes a cool job? Sometimes it's the perks. But for technologists, it's
the tech at their disposal - not to mention what they get to do with it - that really
makes the work exciting and their friends envious.

Below, IT leaders from different industries describe why their jobs are totally
awesome - and worth the long hours and inevitable headaches.

Vail Resorts

-- Robert Urwiler

-- CIO

-- Broomfield, Colo.

-- Why it's cool: Urwiler and his team at Vail Resorts get unlimited ski passes,
lodging and gear discounts, and a view of the Rockies from their office windows.
These perks have a purpose: By immersing themselves in the resort, Urwiler and
his IT managers can use this firsthand knowledge to improve their customer's
visits. "Our job as a technology team includes enabling an exceptional
guest experience in all aspects of the interaction," Urwiler says, from
"contemplation" (by providing information to help plan a trip) through
"reminiscing" (tools to help customers remember their vacations).
Their ability to identify high-priority technology or process initiatives from
the slopes enables a more efficient operation. Who would argue?

-- Cool project: RFID-enabled lift passes.

-- The trade-offs: None, Urwiler says, as long as he maintains a proper perspective.
"We are not under the illusion that we are on vacation. We are encouraged
to sample the product when we can in order to gain a better understanding of
the guest experience." And sampling new ski equipment at a picturesque
lodge isn't a bad way to spend a working weekend.

-- How Urwiler stays cool: He loves his job. "This is the most exciting
business in which I have ever worked in terms of the potential to add real value
to the company and directly impact the guest experience."

Virb

-- Mitchell Pavao

-- Partner, CIO, COO, Lead Developer

-- Boston, Mass.

-- Why it's cool: As the head of IT for Virb, Pavao runs technology for PureVolume.com,
a social networking site for musicians (500,000 so far, mostly of the rock genre)
to promote themselves and their music. He grooves to the capabilities provided
by open-source technologies to enable musicians to dynamically interact with
their audiences. "One of the things that sets us apart is our strong focus
on the user interface and the marriage between design layout and good programming,"
Pavao says. Plus, he gets to meet up-and-coming stars-bands such as Paramore
and Boys Like Girls-who are gaining a following because of the site.

-- Cool project: They're all cool.

-- The trade-offs: Working for a startup he launched with a couple of friends
means Pavao has no one to

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