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guests learn about and sign up for lessons, buy lift tickets, NJ: From your point of view, why don’t more first-timers
and navigate the rental process, the more successful we’ll be take lessons?
in driving guest engagement and retention. NH: Good question. In my experience, many first-
timers visit resorts with their friends and family, who
Sometimes, the school, patrol, and rental shop may feel already know how to ski or ride, and they’d rather spend
like they’re each operating on their own little island. This is the day together than take a lesson with someone they
an opportunity to elevate the guest experience, especially since don’t know. And, sometimes family members or friends
these are among the key areas that are front and center with think they can teach those first-timers themselves, until
guests. The more interaction there is among departments, the they discover it really does take patience and true teaching
more success and repeat visits we’ll see from the guest. chops to pull that off. This is where resorts, especially those
that have empowered their front line staff, can encourage
NJ: It’s recognized—and supported by NSAA’s Beginner first-timers to take a lesson first, before hitting the slopes.
Conversion Study—that instructors are the best- and the Other area employees, not just instructors, can be the key
least-liked aspect of a lesson. How can PSIA-AASI change this? influencers in driving more lessons and repeat business.
NH: Our number one goal is to support resorts, schools,
and PSIA-AASI members by offering educational materi- Also, first-timers would benefit from readily available
als that prepare instructors to deliver a top-notch, memora- information—in advance of their trip and at the point of
ble experience for their students. That’s achieved by taking purchase—about the benefits of taking a lesson. How can
a student-centered approach to learning, and by placing the we, as an industry, encourage new skiers and riders to dive
guests’ wants and needs first, which may or may not involve into a lesson experience before they know what it’s all about?
work on technical skills. There may be a perception out We all have stories of people who, once they do take a lesson
there that PSIA-AASI-certified instructors focus solely on ask themselves why they didn’t do it sooner.
sharing technique and tactics to help guests with their ski
and ride skills. While that’s important, it’s critical to know NJ: The ski industry is facing an aging workforce, including
that PSIA-AASI also encourages members to develop inter- instructors. What are your ideas for addressing this issue?
personal skills—the “people skills” that help them form a NH: Again, this is another collective challenge being faced
learning partnership with their students. by the entire industry—to not only drive but sustain inter-
est in working in the snowsports industry. PSIA-AASI remains
Throughout the snowsports world, the US has long been focused on attracting instructors and keeping them engaged
known for the emphasis its resorts and instructors place on in teaching through personal growth and development. As the
guest services. Moving forward, PSIA-AASI will continue to educational arm of the industry, we need to keep finding ways
provide and create more education, resources, and tools that to engage instructors through continued education, making
help instructors partner with their students to create amaz- sure snow pros feel they are growing their knowledge base and
ing experiences on snow. challenging themselves.
NJ: Are Millennials and technology changing the way we Some specific ideas are already backed by our industry
teach skiing and riding? and just require ongoing care to ensure widespread adoption,
NH: Absolutely. Thanks to smart phones, an instructor can such as Learn to Ski and Snowboard Month and the Bring a
take a quick video of a student’s turns, either as a means to Friend campaign. Speaking of bringing a friend, one of my
share instructional feedback or to pass along so the student can favorite instructor recruitment strategies is to encourage cur-
post it on their favorite social media platform. The ability to rent instructors to bring their ski and ride buddies into the
integrate technology into the learning experience gives schools teaching fold. By supporting our resort staff and providing
and instructors another way to help their students share their opportunities to tap into the network of like-minded people,
experience with their online community of family and friends. we will continue to grow a great team.
We’re currently evaluating the best way to reach current Also, on the operations side and from my personal
and new instructors by reviewing our e-learning platforms experience running a ski school, the best way to grow,
and other digital tools that help improve access to snow- keep, and sustain exceptional staff is to start early with the
sports educational material. A huge part of education is com- hiring process. Who’s on your bus? Who’s driving your
munication, so PSIA-AASI is very mindful of how we can bus? It’s vital that all resorts ensure that there’s a consistent
target our messaging and resources to engage different age leader from the ski and ride school heading up the pro-
groups. Technology clearly plays a role in that. cess—a leader who can elevate the communication leading
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