Professional Documents
Culture Documents
2006-2007
WHY DO WE TEACH?
By Del Schirmer, Snowboard Director
As the season approaches and we begin to
think about our favorite season again we
the hill are teaching because they love the
sport and they love to pass on their
IN THIS ISSUE
will start to prepare our equipment for knowledge of the sport to other people. 1 WHY DO WE TEACH?
snow. You have probably read thousands
of words on how to prepare your That’s it, we teach because we love to 3 ADAPTABILITY
equipment for the upcoming season such teach. There is nothing more valuable than
as boot fit, edge tuning, binding settings, knowledge. We have some and we want to IN AN UNCERTAIN WORLD,
new goggles to see in that flat light, and pass it along to students. The best feeling INVEST IN YOURSELF
maybe even some new clothes to look I have ever had has been from a student of
better and stay warmer. Do you ever stop mine making a breakthrough on the hill 4 MEMBER SPOTLIGHT
and think about why you are returning to and their pure joy and huge smile. I really
teach? We all know why we come back out enjoy their happiness when they get it. It 5 PREPARING YOUR MIND
to slide down the hill, it is fun. But why do doesn’t matter what “it” is, first linked turn
7 GETTING HIP
we teach? Let’s look at some of the or first time above the lip in the half pipe,
reasons you hear around the hill when the but that they got “it”. I have never gotten 9 GOOD TO GREAT
topic comes up; that kind of feeling from opening a pay
• New instructor at the new hire clinic: “I check. How about the feeling when you 1 0 JEANNIE DISCUSSES “THE
want a free lift ticket,” or “I have some teach a child or young adult and then the THEORY”
spare time and needed to fill it,” or “I want parents check in at the end of a lesson and
to become a better rider,” or my personal the student brags to Mom or Dad about 1 1 IN MEMORIAM
favorite, “I want to earn lots of money.” what they learned. It makes you feel good
• Second and third year instructor: “I was doesn’t it? How about you racing PSIA-C ADOPTS NEW
hoping to begin teaching advanced coaches? How good is the feeling when a CORPORATE NAME
lessons,” or “This job fits into my racer does a personal best or even wins a
1 3 SNOWSPORTS SCHOOL
schedule and lets me ride,” or “I want to race and gives you credit for their
DIRECTORS RALLY 2006
get my next certification level and move success?
out west.” 1 4 TRAINER’S DEVELOPMENT
• Seasoned instructor more than five So, as this season approaches, let’s take a PROGRAM
years: “I like to visit with my friends who couple minutes to review your education
also teach at this school,” or “It gets me materials, attend a clinic at your hill, and 1 5 EXCELLENCE IN CUSTOMER
out of the house on the weekend,” or “I am really sharpen, wax and tune your teaching SERVICE
excited about working on my next level of skills. The better we are as educators the
certification.” more “its” we will be able to deliver. Think 16-23 EVENT CALENDAR
about it, the more “its” we deliver, the
These are only some of the reasons we all more times we get to have that best 24-28 EVENT DESCRIPTIONS
come to the hill every year. I am sure you feeling that only snow sports instructors
have more reasons to come to the hill and get to have.
they are all valid reasons. I wanted to talk Looking for an event? Check
about why we choose to teach, and what I That’s why I teach, for that best feeling
think we need to focus on before the snow only snow sports instructors get to have
out the event calendar at
comes. Most of the instructors I meet on and because I love to teach! psia-c.org!
THE CENTRAL LINE
THE OFFICIAL PUBLICATION OF THE PROFESSIONAL
SKI INSTRUCTORS OF AMERICA - CENTRAL
PSIA-C 2006/2007
3225 West St. Joseph BOARD OF DIRECTORS
Lansing, Michigan 48917
President
Phone (517) 327-0601 Wm. “Skip” Dickel
Fax (517) 321-0495
info@psia-c.org Executive Vice President
Brent Heiman
General Information Members should
contact their board representatives to Education Vice President
share concerns or opinions on policies or Kris Agnew
procedures in order that they be more Financial Vice President
effectively represented.
Gary Kepler
Submissions: Submissions of articles,
Marketing Vice President
photos, and other items for publication are
Engelbert Gal
welcome. All documents that are
submitted will be published on the web, Alpine Directors
therefore they should be submitted in 1 Wm. "Skip" Dickel
Microsoft Word Format (7.0 or higher) Jeff Lewin
with the following header: article name,
date and author. Documents can have 2 Will Nourse
minimal graphics (GIF/BMP) small size - Brent Heiman
no photographs (for website). Photographs
may be submitted to the office and will be 3 Robin K. Roberts
published in the Central Line but will not Thomas L. McIntosh
be published on the web. Please send to
4 Kris Agnew
the PSIA-C office at the above address.
Articles are accepted on the condition that Walter B. Sappington
they are released for publication in all 5 Douglas Wren
PSIA and PSIA division periodicals. PSIA- Mark D. Foyteck
C reserves the right to edit all articles.
6 Engelbert Gal
The Central Line, copyright © 2005, Gary D. Kepler
is published four times per year by the
Professional Ski Instructors of America- Nordic Director
Central. Permission is hereby given to the Michael Stockreiter
Professional Ski Instructors of America and
other divisions to copy original material Snowboard Directors
from this newsletter providing credit is 1, 2, 3 Del Schirmer
given to the Professional Ski Instructors of 4, 5, 6 Mindy Covington
America-Central and the material is not
altered. Articles that contain specific Ex-Officio PSIA-N Director
copyright notices may not be reprinted John Peppler
unless written permission is obtained from 2006/2007
the author. It is requested that a copy of EDUCATION FOUNDATION
any publication containing reprinted BOARD OF DIRECTORS
material from this newsletter be sent to the
editor at the address above. President
Wm. "Skip" Dickel
Subscriptions: Persons who are not
members of PSIA-C can purchase a one- Executive Vice President
year (four issues) subscription to The Brent Heiman
Central Line for $15. Send your name
and address, along with your check, to Financial Vice President &
PSIA-C at the above address. Secretary Ski, Ride and Instruct above all at Arapahoe Basin - the Legend!
Gary Kepler
Note: Materials published in The
Central Line that have been provided by Alpine Directors Located in Summit County Colorado, also home to Keystone, Breckenridge
persons who are not writing as PSIA-C 1 Wm. "Skip" Dickel and Copper.
officials are the responsibility of the Jeff Lewin
author and are not necessarily endorsed
2 Brent Heimann If you have a passion for skiing and riding A-Basin has opportunities for you in
by PSIA-C.
Will Nourse our Snowsports School.
PSIA-C STAFF
3 Robin K. Roberts
Executive Director Thomas L. McIntosh Arapahoe Basin offers the following benefits: Longest season in Colorado,
Donnelly K. Eurich October to June; Competitive wages and Incentive programs, Training in-
4 Kris Agnew house from PSIA Education Staff, Skiing at fourteen other Colorado Resorts
Director of Membership & Walter B. Sappington
including Vail, Beaver Creek, Keystone and Breckenridge; Health, Dental and
Continuing Education 5 Douglas Wren Vision Insurance for full time employees, Direct hiring possible through
Kelsey Gregory Mark D. Foyteck interview for full and part time positions.
Education Coordinator 6 Engelbert Gal
Kelsey Gregory Gary D. Kepler Arapahoe Basin a Small Mountain that Rides Big where you have the
opportunity to make an impact immediately.
Administrative Support Adaptive Directors
Heather Frazier David Henderson
If you would like to become part of the Legend, visit our web site
Editor in Chief Nordic Director www.arapahoebasin.com for more information and to complete an
Engelbert Gal Mike Stockreiter application.
Snowboard Directors
Director of Financial Services 1, 2, 3 Del Schirmer For questions and interviews please contact Arapahoe Basin: 800-272-7246
Donna Devereaux 4, 5, 6 Mindy Covington
Ex-Officio PSIA-N Director Burt Skall Courtney Whitman,
John Peppler Snowsports Director Human Resources Manager
970-513-5707 970-513-5732
Contact information can be found
at www.psia-c.org/whoswho
burts@a-basin.net courtneyw@a-basin.net
ATTENTION EXPERIENCED Handgineers pioneered the first true fit for women in outdoor and ski gloves and we have taken that
knowledge and placed it throughout all our women’s line. Women have more slender, long fingers, thinner
wrists and a shorter pinky compared to a men’s hands and maintaining proper warmth is more than just
SKI AND SNOWBOARD insulation… It’s fit too – and Manzella gloves have it!
Handgineers know the hand technically, study the hand in motion, and think about the hand while they are
INSTRUCTORS! home, asleep and other inappropriate times. They are fanatics!
We have created gloves that truly represent the best glove in each category or Best of Class. When you
Put your knowledge and skill to work for pick up a ski glove for example, you can be assured that there is no finer ski glove available.. No glove will
you and live at a Resort this winter. be better fitting or more functional or more comfortable.
Chestnut Mountain is a full scale
destination resort located less than three Years of experience by the Manzella Handgineers have resulted in the simple Warm • Warmer • Warmest
glove selection system and the Best of Class gloves, now you can pick your perfect pair of gloves in less
hours drive west of Chicago. We boast 475 than two minutes! We have done all the homework for you. All you need to know is your own preferences.
vertical feet of elevation directly It is really this easy…
overlooking the Mississippi River, just
south of historic Galena, IL. 1—Choose your activity – Skiing, boarding, mountaineering, whatever.
2—Choose a glove group from your personal comfort preference – Do you always have cold hands or are
Come join a PSIA/AASI school that offers you know as a heat generator. Here is our guide:
competitive salaries and wages along with Warm—For outdoor aerobic activities or people who are warm blooded, you know those of you that throw
free lodging and training to all instructors. the blankets off at night in the middle of winter.
All levels of certification are encouraged to Warmer—For outdoor activities in variable conditions (most universal).
inquire. Our Fall meeting is scheduled for Warmest—For extended cold weather outdoor activities or people who are cold handed (and probably
have popsicle toes too…)
Sunday, October 15th at 10:00 a.m. in our
Skier Services Building. 3—Choose your size and favorite style—or the one that has all the cool stuff calling you.
We call this the Manzella Glove Selection System—catchy
Contact Rob Hupperich, Ski and Board isn’t it? Visit us at www.manzella.com
School Director with any questions at
rhupperich@yahoo.com or call him at 1- 800- 784- 4090
815-777-1320 ext. 480
John Cole Perfect North Slopes (& Contact Mary B Rosett at 651-222-7079 x33 or
Recipient of the Instructor of the Division
Andrews Friend) skilink@welchvillage.com Award:
The members and staff of the Central 517-327 0601 Send in your nomination for an
Division would like to recognize these fine instructor to be recognized
individuals for sharing their joy and
passion with friends as well as students today!
for a sport we love.
• Terrain Analysis
• Weather
• Snowpack Analysis
• Route Finding
• Mitigation
• Slope Analysis
• Transceiver Usage
• Organized Rescue
by
schedule.
There were many questions asked of our CENTRAL LINE
Rick Van Tongeren – S.S.D. guest speakers, which was a great
opportunity for all those in attendance to
Committee Chair
share and exchange ideas. Advertise your program, product,
The Directors Rally (DR) was held in ski school, used equipment swap or
The second day was the director’s Think any other snowsport item in the
August at Crystal Mountain, Michigan,
Tank. The roundtable discussion was very
with over 400 in attendance. The DR was PSIA-C newsletter. We offer
enlightening and productive with
in conjunction with the Midwest Ski Areas classified Ads and Display Ads.
improving our snowsports guest’s
Association (M.S.A.A.) Summer Meetings
experience at our areas as the main
& Trade Show. It was a fantastic
opportunity to learn and gather
objective. Ideas ranged from improving Classified Ads:
staff training, implementing guest-specific
information about all facets of the Classified Ads are line type ads
programs, facilities, hiring,
Snowsports Industry. M.S.A.A. Executive
communications, software, and facilities run in a specific section of the
Director, Chris Stoddard and his staff are
layout. newsletter. Classified ads may vary
to be commended for putting on a first
class event! in size and rates depending on the
The Think Tank discussions could have number of words in the ad.
gone on longer, but there was a full
The DR had 26 participants on the first
agenda to attend with tremendous “break
day, representing over 2,000 snowsports
out sessions” and guest speakers that PSIA-C Member Ski
instructors. We had between 12 to15
were provided by M.S.A.A. Schools:
participants for the remaining two
sessions; a number of which were Help Wanted Ads - No Charge
The third day was spent discussing the
snowsports directors. We met each day
Fall A.S.E.A.- Central Directors meeting at Other Classified Ads - $10.00
during the event to exchange knowledge,
Boyne Highlands & Wild Mountain (on minimum for 30 words or less, plus
ideas and experiences that snowsports
snow). The focus then shifted to our next $.20 per word over 30.
schools could utilize at their own areas.
Summer Rally (2007 at Chestnut Mtn.)
and what types of presentations and
The first session was an information-
programs we’d like to include. This Other Schools, Persons,
gathering seminar led by several guest
gathering proved to be a great start to an or Orginizations:
speakers that brought us up to speed to
annual A.S.E.A.-C. Directors Rally with the
what is currently happening within the All Classified Ads - $20.00
M.S.A.A. Summer Meetings & Trade
American Snowsports Education minimum for 30 words or less,
Show. The tie-in with M.S.A.A. was
Association (A.S.E.A). plus $.25 per word over 30.
appropriate and our director attendance
was better than anticipated as well. If you
Mark Dorsey, the interim Executive Note: Long numbers and similar
are a director and could not attend this
Director of A.S.E.A. National, gave us a text (e.g. e-mail, addresses, etc.)
event, we hope to see you at next
very informative “on-line” presentation of
Summers Rally in Galena, Illinois! will be divided into words for the
the current web site (www.psia.org) and
purpose of calculating the ad rate.
the soon to be launched upgraded web
Thanks to everyone that attended this
site. There were many opportunities to ask
event, a special thanks to Susan Garber
questions and improve our browsing
techniques on the site in order to quickly
Vigland & John Reents for their help on Camera Ready
this project. Think global cooling!
retrieve specific information. A.S.E.A. Display Ads:
National is developing several great
products that will be available in the near Full Page 7 1/2 ” x 10” $350
future.
Thank You! Half Page 7 1/2 ” x 5” $250
Kelsey Gregory, from A.S.E.A. – Central,
took us on a tour of our Central Web site. Quarter 3 1/2 ” x 5” $120
PSIA and AASI would like to thank John
It was great to have a “live” on line hook
and Amy Reents as well as Afton Alps for
up to display the sites on a projector / Eighth 3 1/2 ” x 21/2 ” $60
their service in representing our
screen so all could participate in the
organization through the years to the
browsing.
Midwest Skis Areas Association. On Display Ads will be set off from
Both the National and Central web sites
behalf of the Central Division members the surrounding text.
are alive with valuable information and
and staff thank you.
should be checked often!
PROGRAM Both the TDP I & II are two day events consisting of indoor and
on-snow participation.
Central Division Congratulates First The TDP I topics are the teaching model & skiing model,
Accredited Trainers primarily focused on training your staff to instruct their guests
from the “never-ever” beginner to an intermediate level. This
by Vicki Garves Berg Education Staff weekend also helps the trainer better prepare staff for PSIA Level
I certification.
During the 2005-06 season the PSIA-C Trainers’ Accreditation was
introduced. The TDP II topics are focused toward a more advanced training
mode. This weekend consists of movement analysis and
The following people were motivated to complete this accreditation
evaluation preparation. The TDP II is designed to help trainers
in this first year by attending all the required Trainers’ Development
Program (TDP) offerings. assist their staff in achieving confidence in advanced level
lessons and internal staff clinics. Additionally, TDP II can help the
We are excited to introduce you to our first PSIA-C Accredited trainers assist their staff members as they aspire to PSIA
Trainers: certification Levels II & III.
Craig Johnson-Wild Mountain Each of the TDP events has a workbook which gives the
Mick Corbett-Wild Mountain participants a curriculum and additional information designed to
Cathy Williamson-Ski Jammers help the trainer in his or her home school. These workbooks are
Patrick Hall-Trollhaugen packed full of information on the specific topics covered at the
Sharon Lahti-Spirit Mountain TDP events, however I am sure the “Accredited Trainers” listed
Heidi Jo Karlsson-Sprit Mountain above would agree that the most valuable information they
Sandy Vicari-Giants Ridge received was from the exchange of ideas that we all shared
Shelly Pierson-Giants Ridge
during the events.
Christian Bauerecker-Welch Village
Neal Menecke-Welch Village
Jim Andrews-Blizzard You can find more information on the “Trainers Development
Program” event offerings and the PSIA-C Trainers Accreditation
Our new PSIA-C Accredited Trainers completed the three required requirements, on the PSIA-C website and in the PSIA-C Central
Trainers’ Development Programs (TDP) events with five days of Line publications.
participation and training.
CONGRATULATIONS to our new “PSIA-C
One of the TDP training days consisted of an indoor/dryland session
focusing on guest services and pre-season staff training for their
Accredited Trainers.”
home areas. This was presented at the “Snowsports Conference” &
Professional Development Series (PDS) last fall, as well as an
unscheduled event held the Friday before the March 2006 Welch
event.
VARIETY SERIES
SAMPLER PLATTER - 2 DAYS - $120
(Open to all members)
Num Location Dates Deadline
6126 Boyne Highlands, MI Dec. 9-10 11/24/2006
RACE SERIES
REV IT UP A - 2 DAYS - $120
(Open to all members)
Num Location Dates Deadline Num Location Dates Deadline
6127 Boyne Highlands, MI Dec. 9-10 11/24/2006 6129 Sunburst, WI Feb. 10-11 1/26/2007
6128 Schuss Mountain, MI Feb. 10-11 1/26/2007 6130 Boyne Mountain, MI Mar. 10-11 2/23/2007
Take the Prep, then the Test. Pass the first time.
Taking a test? Got the materials? Call (517) 327-0601 for the hookup.
TELEMARK LEVEL 1 - 1 DAY - $95 / 2 DAYS WITH PREP - $150 / STUDENTS - $125
Num Location Dates Deadline Num Location Dates Deadline
1500 Trollhaugen, WI Nov. 18-19 11/3/2006 1503 Boyne Mountain, MI Jan. 13-14 12/29/2006
1501 Boyne Highlands, MI Dec. 9-10 11/24/2006 1504 Boston Mills, OH Feb. 17-18 2/2/2007
1502 Indianhead, MI Dec. 11 11/24/2006 1505 Indianhead, MI Mar. 12 2/23/2007
Don’t Forget!
Save 20$ on your second
education event!
PSIA-C/AASI-C Center Line 23 2006/2007 Education Edition
CAP model and the linking of these concepts for single movement tricks such as 180, 360 and single
Children’s Event effective children’s teaching at all ages and ability grabs, all with several seconds of airtime over
levels. jumps, single rail maneuvers, several halfpipe
Descriptions Children's Accreditation Workbook - Each tricks and natural terrain abilities are the minimum
participant is required to complete the "Children's expected abilities. This accreditation is open to
Children’s Education Accreditation Workbook" prior to participating in the both snowboarders and skiers.
Program Event. The Workbook should be mailed (or emailed)
Knee-High Knowledge back to the PSIA -C Office two weeks prior to the
date of the Event. Each participant will have access
Alpine Event
2 Days-$120
(Open to all members)
to a workbook located on the PSIA-C website (PDF &
MSword format)or by request to complete prior to
Descriptions
This two-day event is for the instructor who is
looking for information on teaching snowsports to
the weekend. This workbook will help the Teaching Series
participant learn, prepare and formulate the
children. Any instructor who doesn’t have a lot of Teaching Fundamentals (A)
concepts and tactics that will be used throughout the
experience in working with children, young or old,
weekend. (Please allow yourself two weeks to
will benefit from this clinic. The only prerequisite is 2 Days -$120
complete the workbook.) This event is open to ALL
that you bring your enthusiasm and plan to have fun.
disciplines (Alpine, Snowboard, Telemark,
(Open to Level I)
Clinic participants will be introduced to the CAP This clinic will assist you in teaching level 1-4
Adaptive).
Model, Multiple Intelligences, Teaching Model, skiers. This clinic will focus primarily with the
Skiing/Riding Model, and Guest Service Model. Beginner/Novice Zone. You will learn the details of
This is a great clinic to take as a foundation for the phases of teaching from providing your students
Children’s Accreditation. Freestyle Event a sense of comfort, explaining to them about
Knee High Knowledge Workbook - A "Knee High equipment and how to use it, and about the
Knowledge Workbook" accompanies the Children's Descriptions Responsibility Code.
Knee-High Knowledge clinic. Please complete this
workbook and bring with you to the clinic. The
Freestyle Education
Workbook is available on the PSIA C Website in PDF Program Teaching Fundamentals (B)
or WORD format.
Freestyle Teaching Development 2 Days -$120
2 Days-$120 (Open to Level II)
Children’s Movement Analysis
(Open to all members) This clinic will focus primarily with the Intermediate
2 Days-$120 Zone. You will learn how to teach skills and
This program is intended for the skiers and
(Open to Children’s Accredited snowboarders who can already perform freestyle movement pools that are contained at this level.
members) maneuvers at a high level but are looking to Also, to understand exercises that are applicable for
For instructors that have completed the Children’s increase their ability to teach these maneuvers. The this level of skier.
Accreditation this two day program will expand on clinic will focus on teaching beginner through
the “P” of the CAP model to highlight the physical intermediate freestyle maneuvers. Additional
development of children and how it affects discussions on teaching/coaching more advanced
Teaching Fundamentals (C)
assessing their movements and monitoring the freestyle maneuvers and riders will also be
lessons. Too often we think of children as small
2 Days -$120
discussed as time and group experience facilitates.
adults and set goals to correct movements that are
(Open to Level III)
This is a how to teach freestyle, NOT a how to ride
This clinic will focus on the Advanced Zone. You will
based on development. By digging deeper we can freestyle clinic.
learn how to teach skills and movement pools that
understand the difference and work with children’s
are contained at this level. Also, to understand
strengths to help them improve and have fun. Join
Freestyle Camp exercises that are applicable for this level of skier.
the ACE Team in our adventure of looking at tasks,
2 Days-$120
turns, and lessons from a new perspective to
(Open to Levels I, II & III)
sharpen your eyes in kid’s movement assessment.
Introduction to terrain park and half pipe riding with
emphasis on utilizing freestyle riding movements.
Skiing Series
This would satisfy the Level 2/Level 3 exam
Fundamentals of Ski Instruction -
Children’s Accreditation education prerequisite for Snowboard. This camp is
open to both Snowboarders and Skiers. New Instructors
Series 2 Days -$140
Children’s Accreditation (Includes Divisional Dues)
2 Days -$150 Designed for the individual new to alpine ski
(Open to all disciplines & all
Freestyle Accreditation teaching. Participants will learn the basic
certification levels) Series principals and philosophies of the American
For: All Certified Levels with 2 years teaching Teaching System, which includes: the Customer
Freestyle Accreditation (Basic)
experience. This two-day event is geared toward the Service Model, the Teaching Model, and the Skiing
2 Days -$150 Model. Once this course is completed each
certified instructor who wants to master the art of
(Limited to 6 Participants) participant will have the ability to teach individuals
children’s snowsport teaching. Participants will be
Freestyle accreditation is for snowsports instructors
evaluated on their teaching, technical, and the basics of alpine skiing: ATS Levels 1-4. The
who wish to specialize their skills in freestyle
movement analysis skills and how they relate to the written test for Level 1 certification is optional and
training and teaching. The accreditation is a one day
CAP model in children’s ski teaching. The can be completed during this course.
event that will test the candidate’s ability to coach
accreditation process is designed to identify and
and perform introductory and intermediate levels of
work on the movement analysis model, related
freestyle maneuvers. At the fundamental level,
technical concepts, the ATS teaching model, the
Get forms,
Calendars,
Newsletters,
Online!
Gift Certificates
Looking for that perfect gift for the perfect snowsports
instructor or director in your life?
Upcoming Center Line Copy How about gift certificates?
Deadlines
PSIA-C Gift certificates make wonderful gifts!
Late Winter 2007—Dec 20th
Spring 2007—Mar 20th Gift certificates are available for dues and events!
Fall 2007—July 20th
To purchase a gift certificate, please call 517-327-0601 or
Writing Guidlines e-mail info@psia-c.org
General member
submissions to the Center
Line should be sent to
info@psia-c.org as a MS
IS THIS YOUR LAST ISSUE OF THE
Word attachment. CENTER LINE?
Members are encouraged to Have you paid your 2006-2007 association dues? If you have not,
write articles and share their then you are not on the PSIA/AASI or Central list and will no longer
thoughts and ideas with the receive national or central division benefits. To remain involved with
membership. the organization call 517-327-0601or for more information on our
reinstatement program.
What happens when the customer walks into the People that come outside in the winter to spend working on with clients. We can work with our
resort? When they buy a ticket are they just time on the white stuff with us want to love us. current customers and make sure they come
another anonymous transaction? They may need They want to have fun and create a memorable back. Resorts can begin to collect customer
a lesson. Are they offered one? If they sign up for time. Consumers that make a concerted effort to information, preferences for those who are
a lesson, what happens to their name and enjoy the sport should know and feel they are already customers cater to their needs and offer
preferences? No matter if I am a resort owner, appreciated and invited back. They should have them programs that create value and giver them
manager, or ski school director, these a reason to tell all of their friends and family reasons to become more initimate with the
transactions or shall I say relationships are far about us. I am surprised by the amount of industry. Directors can work with area
too important to be filed away in the basement. money spent on broadcast advertising as well as management to fill in the slower times with
Think about all of the visitors in a season. What the amount of mass spending on things like specials and events that generate more lessons
could happen if they could come back one more television, radio, pizza boxes and the like. I feel and makes that targeted group more active (like
time or buy one more lesson? that it is a very impersonal way to make a person college students). Even with the best terrain and
feel that they are special! What do you think? marketing promotions, the people on the snow
How does the public learn about skiing? What Personalization or advertising via a van with a and at the resort are best able to give our
actually triggers a family decision to go skiing? megaphone on top? Maybe the person reading customers a name, face and experience they can
When I watch a mother carrying rental forms, lift this (that’s you) is the person in personal that remember. These faces and names are going to
tickets and lunches only to make her next stop can affect the lives of one or even hundreds of be why people come back.
the local ski shop because someone forgot customers today. How many customers do you
gloves, a hat or even a jacket; I wonder what interact with per day? As ambassadors for the ski industry, whether we
extent mom will go through to ensure the kids are on the clock or not, instructor jacket on or
have fun. Each participant in the snowsports industry can off, we should ensure that we are turning
do a little bit to help grow our industry in what transactions into relationships. Helping the mom
Skiing is not a cheap recreation by any means. Jeff Lewin calls “uncertain times”. with three screaming kids find her way to the
What is the breaking point for our fellow winter rental department or maybe that person with
enthusiasts? Is it the ski school that doesn’t have What can instructors do? When was the last time their face buried in the trail map find the smile
enough instructors to take out the kids? Is it the you thought about handing out your business deep inside may just make the difference in these
rental person that gave out the wrong card or one of those free tip/safety booklets that “uncertain times”.
equipment? Is there no breaking point for the national offers us at the end of your lesson?
“super mom” (or dad) but the lack of reason to How about a website or even a little newsletter to
come back again? our customers telling them what you’ve been