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INDUSTRY EVENTS NSAA 2008 WESTERN REGIONAL TRADE SHOW AND CONFERENCE There are times when NSAA’s western trade show conference hits at the right moment, and this year is a case in point. For the lucky 775 attendees, Utah’s Snowbird Resort provided fresh tracks on its vast terrain thanks to a snow storm that dumped 31 inches right before the start of the show. There were smiles everywhere. When indoors, representatives from 86 ski areas perused the booths of 132 suppliers, checking out the latest products and ideas.And, as with every show, the educational component was strong and seminars were packed. Here are a few highlights from those seminars, plus a host of pictures. Employee Benefits and Recognition: Keep Them Coming Back Staci Recksiek, Human Resources, Snowbird Nancy Taylor-Babcock, Wells Fargo Insurance Services #1 reason why employees leave—no recognition #1 reason to stay—upward mobility potential, feel like they can succeed When it comes to benefits from employers, the number one incentive for newcomers to the workforce is tuition reimbursement. Second to that is health insurance. On the non-material side, panelists pointed out that recognition is paramount. Employees who go above and beyond want personal and immediate recognition, but do not include people who are just “doing their jobs” in that group as it sends the wrong message. At Snowbird, resort recognition incentive plans include the following: Corporate level recognition—Fuels cards, logo gear, dinners/breakfasts, local restaurant certificates, ski/snowboard packages, plane tickets Manager/department level—First tram, retroactive raises, free bagel/coffee break, iPods, early dismissal, sporting event tickets, bowling/pizza party, day passes to neighboring resorts And who decides who receives the awards? Besides managers, Snowbird customers are all given recognition award cards to hand to employees on the hill. At Grand Targhee, rewards include cat-ride certificates, VIP parking rewards and the area runs an on-the-spot reward program whereby 15-minute breaks are randomly given to ticket sales, lift ops, parking attendants, etc. Overall, it was interesting to note that 60 percent of resorts do not offer year-end bonus to year-round employees. So how do you get them to stay? At Park City, they worked on department identity for employee retention. For example, the snowmakers have their own uniform, which creates a unique identity. The crew was also covered in a local paper’s story with a front page shot of the snowmakers in line, which generated town talk about the crew’s bond, job and identity. The result? Park City’s snowmaking department receives the most applications each season. Events Can Maximize Your Resort’s PR Potential Jeff Blumenfeld, Blumenfeld and Associates The overall goal in this session was to find ways that resorts can make their special events unique and successful in attracting good media. To that end, Blumenfeld handed out a checklist, which covered the following: 1) Establish objectives and examine whether the outlay is worth it 2) What’s the news hook? Get a good visual or angle to sell the event 3) Select and unusual location and make it accessible to the most amount of media. It might mean moving it off hill. 4) Test the idea with local media before going further. 5) Consider timing and check event calendars 6) Develop an operating plan working back 4 to 6 weeks 7) Prepare press materials 8) Get signage up everywhere 9) Launch an event-specific website 10) Consider new communications tools such as podcasts or blogs. 11) Invite the media via e-mail, fax, mail and phone, especially phone 12) Rehearse 13) Front-load the media coverage by having 60 percent advance coverage 14) Event day--there shouldn’t be any problems, but be prepared for anything 15) if no media show, still send out a wrap-up press release, footage, photos, etc. 16) Send thank yous 17) Conduct a post mortem, including letting your staff know how you thought it went and what could be better in the future. Staff Training for Foreign Workers Diane Davis, Killington Resort Maria Fagersten, CCUSA As more and more resorts turn to foreign workers to fill seasonal positions, the question of how to best assimilate this workforce has become important. For many workers, it’s their first time abroad and first time away from their families for so long a period, not to mention, the first time on cold weather. AND, for many J1 workers, it’s the first time they’ve held a job. To combat this, the panelists stressed the importance of starting orientation in the country of origin. When hiring, send down managers armed with job videos, pictures, tools, uniform jackets, brochures, maps, etc. By educating them before they even arrive, the element of surprise will be lessened. Once they arrive, creating an enjoyable lifestyle and workplace right from the start is key. For example, some areas hold separate orientations for foreign employees. This gives the chance for international workers to receive undivided attention from leaders without feeling rushed and excluded when U.S. workers are done with the forms in half the time. Communication is also key. Speak slowly during orientation, with a welcoming attitude. Talk them through their problems and show your concern. It will make them feel a lot less apprehensive. When communicating rules, however, be direct and firm because panelists point out that rules are made to be broken in South American countries. Another great way to orient foreign workers is to create a Brother/Sister program whereby an foreign employee is matched with a domestic one. In doing this, the area can create more of an open community and it also takes the pressure off the PR department from fielding every question. The panelists brought up more interesting facts about training that should play into area programs. For example, when it comes to communication, adults retain 25 percent knowledge from hearing and 75 percent knowledge from seeing. When it comes to practical knowledge, touch accounts for 63 percent of retention and sight accounts for 29 percent. In other words, with all of your employees, touch, see, do is the name of the game. Natural Disasters: Preparation and Response Dick Kuhn, Snow Summit and Bear Mountain Peter Stearns, Sun Valley Brian Thompson, Park City Over the past several summers, some areas out west found themselves in unique situations battling fires that threatened their land. For example, at Bear Mountain a fire came up from the valley 2,000 vertical feet, and destroyed the ski patrol house and almost came down the area toward the base. Why the fires? Experts point to bug infestations and dense forests, which are magnifying the threat of fire. To make sure you’re prepared, here is what the panelists recommended based on their own experiences. Develop a Plan • Structure specifics (avoid building wood structures and/or restore to metal) • Adjacent fuel evaluations (too close to lift towers, buildings, etc.) • Look at resource availability to aid fire fighters, and especially the ability to respond first • Immediate vehicle access • Evaluate the likelihood of a fire’s threat regularly • Check water sources like snowmaking guns • Procure adaptation equipment to assist wild land/hotshot engine efforts • Structure smarts--i.e- don’t store firewood under buildings or fuel storage units •Assist firefighting efforts by training specific employees • Don’t take attitude that “it won’t happen to me.” Precautions • Cut brush, small trees, white fur • Cut larger dead trees—-tree clearing recommendation from California Forest Service is 10 to 40 trees per acre of land. • No shake siding on buildings • Winch material for cutting and clearing on steeper terrain • Salvageable logs can be given to the forest service for other purposes • Counterweight structures at lifts should not be wood • Put sprayers on top of lift terminals and other high risk buildings • Lay hose at all key areas • Put fires hoses in place at snowmaking hydrants • High grass cover equals fire hazard, so keep it cut. • Have fire fighting equipment stored at base area • Have regular drills after employee training sessions. The ability to respond before firefighters and to help them once there can make all the difference. Mountain Resources to have • Parking for set-up for Forest Service personnel • Diesel fuel for Forest Service • Roads to all buildings on mountain and all lifts • Water storage pumped to summit if possible • Prepare fire hose bags for immediate use--string ridge line hoses • Small fire fighting trailer with easy hook-up
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EVENTS WRAPUP 
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