For three years, the director of education and programs at PSIA-East, Kim Seevers, watched and listened as our industry embarked on a mission to introduce and convert people to winter sports. Seevers understood the important role instruction has in the process, but also realized that instructors are not the only ones responsible for the future growth of the industry. A state-of-the-art learning center can’t make up for less-than-stellar equipment. And the best rental skis and snowboards will mean nothing if customers are sent out with a group of 30 first-timers under the guidance of one 16-year-old-kid.
Recognizing that seamless communication at a ski area is the only way to successfully convert first-timers into lifelong enthusiasts, Seevers set out to gather together all the stakeholders in the conversion process and get them to sing from the same page. In early March, 90 people representing 20 ski areas and 12 equipment suppliers gathered at Hunter Mountain, N.Y., to do just that. Hunter’s Learning Center and teaching terrain served as the perfect backdrop.
Called the Plus 1 Showcase (in reference to NSAA’s Model for Growth, which calls for increasing our 15 percent conversion rate by one percent each year over the next 10), this event brought together ski and snowboard school personnel, rental shop managers, general managers and equipment manufacturers for two days of clinics, rental demos and the exchange of ideas. From as far away as Mount Rose, Nev., and Copper Mountain, Colo., to nearby Windham Mountain, N.Y., and Jiminy Peak, Mass., participants were treated to the latest and greatest in rental gear, not to mention intentionally mistuned equipment.
Lessons Learned
Ever wonder what it would be like to learn to ski or ride on bad equipment? The Hunter rental shop staff provided an eye-opening opportunity to experience the frustrations that can come of poorly-maintained equipment. Each morning and afternoon, groups were sent out on skis that had no edges, were badly waxed or had been through the parking lot one too many times. Throughout the session, participants switched equipment and had to guess what was wrong based on the behavior of the boards. The bottom line, however, was that a bad tune can and will lead to a bad day on the slopes.
Boot fitting was another major component of Plus 1 as ideas flowed between manufacturers and rental shop personnel. Thankfully, attendees were not subjected to going out in ill-fitting boots, but as Chris Law from Salomon pointed out, a simple foot measurement increases the chance of a correct fit by half. To that end, Burton Snowboards produces a boot sizing floor mat.
Children’s learning products were also touched on as well as new teaching techniques for beginners, with PSIA-E and AASI staffers leading on-snow demos. Star Lifts even supplied a conveyor lift to further authenticate the experience.
And while our industry does not lack for equipment demos, the ability to test and talk with reps specifically about rental product was welcome. With rental equipment from 12 different suppliers lined up for side-by-side testing, getting a taste of what customers will learn on in years to come was easy.
Rounding out the on-snow testing were several panel discussions about improving communications between departments. Several areas suggested weekly meetings between the ski and snowboard school and the rental shop personnel to ensure that the whole beginner process is the best it can be. Expanding on that notion, more areas are finding that putting instructors in the rental shops to help with boot fitting and general questions has sped up the rental process and cut down on customers returning with complaints.
“Management at my area now understands my view a little bit better,” said Roger Nadolski, director of the snowsports school at Greek Peak, N.Y., who attended the event with GM Wes Kryger. “We are going to start working in each other’s departments on the frontline.”
A presentation by NSAA president Michael Berry highlighted results of kid’s focus groups addressing ski and snowboard school. The bottom line is that kids do not like to feel that they are in “school” and that the old teaching method of follow the leader may no longer be appropriate. Individualized attention and creativity in teaching are key in appealing to younger clients.
Summing up the program, Brian J. Battaglia, manager of Maple Ski Ridge, N.Y., said, “I am excited and motivated to implement change at our area and to provide a better beginner experience.” And that, in turn, helps us all.
The Plus 1 Showcase was presented by PSIA-East and co-organized by SAM Magazine, with additional support from NSAA. The event will be held again next March at Hunter Mountain. Look for dates in SAM.
