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From the Desk of Kelly Pawlak

If I had to sum it up, this is the year I abandoned my comfort zone. New Along with GROWTH, the majority of survey respondents asked NSAA's Key Member Benefits
job, new state, new home, new mountains (yikes, some steep terrain!) NSAA to focus on LIFTS, from capital and education to regulations and
More than once I found myself saying, “Toto, we’re not in Kansas training. I hope everyone is proud of the work our industry has done to
anymore.” Kicking off the comfy slippers caused some anxiety, but I make lift safety a top priority. NSAA joins our members and suppliers,
am thankful for the opportunity. It has helped me to build courage and year-round, for lift training all over the country, sharing best practices,
Risk/
Research/
confidence and be more open-minded in my approach. You don’t have manuals, regulations and documentation. Our plan is to share all of Data Sharing Governmental Networking Programs Education Safety
A
airs
to get a new job or move across the country. My new-found advice for this quality content with even more members with the assistance of
our industry: Try a different approach and take a risk from time to time—it technology like podcasts, videos, webinars, etc. And, of course, raising
just may lead to that growth we are all striving for. capital for lift upgrades and installs continues to be a challenge which Percent of Snowsports Participants
I have discovered that NSAA is an incredible resource, one that I our Economic Committee is working to find solutions for. What Should NSAA Focus On? by Age Cohort: 2016-17
did not take full advantage of back in my days as the general manager at These are just two examples where NSAA is responding to your
Mount Snow. NSAA regularly helps resorts with media requests, legal input. Feedback from the membership survey, supplier survey, and our 1%
advice, permit challenges, data needs, resource mining, and advocacy Board of Directors will help us complete the strategic planning process. 6% BB1 (63–71) Pre-boom (72 or older) 6% Gen Z (19 and under)
on Capitol Hill. If we don’t have the answer, we have over 300 ski areas Outcomes will include potential updates to our mission, vision, long term CLIMATE/SUSTAINABILITY
that we can reach out to in order to help find the answer. Looking objectives, integrated programs, financial objectives and a matrix plan to STAFF DEVELOPMENT RETENTION
forward I am confident that NSAA can put more focus on making our measure success.
resources and tools more accessible to even more of our members. Being the new kid on the block, I know you are expecting a GROWTH 15% 44%
Total
Most of you already know this, but the staff at NSAA are an certain amount of razzle dazzle—grand solutions to our industry’s BB2 (53–62)
amazing resource. Michael Berry built a team with exceptional expertise biggest challenges. This time last year, Michael Berry and Nate Fristoe SAFETY EDUCATION 38%
and unwavering dedication. Continuing in this vein, in February we hired gave a powerful Convention keynote presentation on the challenges LIFTS RISK MANAGEMENT Millennial (20-36)
Mike Lane as NSAA’s director of technical services. Mike steps in to our industry is facing—all outlined in the Path to Growth (also available USFS
fill the big shoes of Sid Roslund, who is retiring after nearly 28 years at nsaa.org). And, as a previous marketer, there is nothing more I’d SMALL SKI AREAS 34%
Gen X (37–52)
of service. They are two of the most knowledgeable technical chairlift like to offer you than a great big shiny silver bullet to solve all of these
experts in the US. Please join me in wishing Sid all the best as he enjoys challenges. Unfortunately, there is no such thing. But I do have some
some well-deserved retirement. THANK YOU, SID! ideas on what we need to do.
While you were hosting millions of skiers and riders this winter, As we look at issues such as participation and staffing, I am
NSAA has been working on our strategic plan. This started with a encouraged, because every big challenge presents the opportunity for
good look in the mirror and a SWOT analysis (strengths, weaknesses, creative solutions. One suggestion for solving the tough stuff? Step How valuable are the following How valuable are the following
opportunities, threats) for the mountain recreation industry and a outside your comfort zone and invite some new people to the table. communication assists? research and reports?
separate one for NSAA. This process helped us to identify the key DIVERSIFY. I’m not talking about just hiring more women (although that Percent that said "very valuable" or "extremely valuable" Percent that said "very valuable" or "extremely valuable"
member benefits: research/data sharing, governmental affairs, would be nice). I’m also talking about race, age, and even work silos.
networking, programs, education, and risk/safety. For instance, did you invite the IT guy so you can integrate technology 85% 79% 87%
Knowing that self-assessments tend to have a biased hue, we sent into your solution? Did you ask someone from HR to attend so they can 65% 70% 69% 69% 63% 63%
out a membership survey to see what you think about NSAA. The survey help identify the impact on your staff? Did you give a seat to the next 58% 61% 59%
was distributed to all our members, including ski areas and suppliers. generation of leadership so you understand what 44 percent of our
Nearly 40 percent of member ski areas responded: 123 areas. Thank participants (Millennials and Gen Z) really want? I believe that diversity
you to those of you who participated! Supplier results are still coming in will breed innovation—and innovation is exactly what this industry needs
and already are providing useful advice on how NSAA can be an even to move the needle. As cultural innovator, activist, and author Verna
Assistance w/ Risk Assistance & Assistance w/ Assistance & Advocacy ANSI-B77 National Koˆke Economic National Path to Cookbook of Beginner
better resource to them. While space limitations prevent us from delving Myers once said: Management & Advocacy w/ Media Inquiries w/ Sustainability & Demographic National End Analysis of Wage & Growth Strategies for Conversion
Salary
Facing the
Beginner
into all the data we have so far, we want to share a few preliminary results Diversity is being invited to the party; Inclusion is being asked to dance. Regulatory Issues Governmental Climate change Study of Season US Ski Survey Challenges Conversion Study
Areas
Report
A
airs
here (at right). The complete results, including supplier feedback, are
available at nsaa.org. Let’s all remember that the brand of skiing and riding is powerful. Long How valuable are the following education programs?
When we asked what areas you would like NSAA to focus on, before ski lifts and NSAA, the mountains lured many people with their Percent that said "very valuable" or "extremely valuable"
GROWTH ranked number one. We couldn’t agree more, so we have promise of adventure and freedom, and they will continue to be that 89%
assembled a growth committee that met for the first time on May draw long after we are gone. I look forward to working with you to 70%
3. The Model for Growth was developed in 2000 and our industry make sure that our stewardship of these mountains is safe, sustainable, 68% 68% 60%
collectively has done much programming and work related to this productive, and fun! 55% 54% 53%
important objective ever since. Significant efforts have enabled us to 37%
keep participant numbers steady, but we have not gained momentum, as Full survey results are
intended. I am confident that our super-knowledgeable, can-do industry available at nsaa.org.
National
Winter
National
National
Fall
Lift
Winter
can find the answers, and now is the time to do it. Kelly Pawlak, NSAA President/CEO Maintenance Convention Convention Education Conference Conference Ski Area Vehicle Avalanche Downhill
Maintenance
Bike Park
#MountainInspired Training Education Tradeshow Workshops Education Tradeshows Institute Spring Foundation - Summit
Sessions Sessions Conference Avalanche School
C2 | CONVENTION 2018 | NSAA JOURNAL