David points out that in trying to fix low retention rates among ski areas, ski school needs to play an important role, making instructors part of the whole welcome and hospitality process. It will become important for ski areas to enlist their instructors for all aspects of the sport to help market it correctly to newcomers and in order to fully implement the industry's new Growth Model. Time is for ski area management to exercise real control over their ski schools and not leave it all up to PSIA.