SPRING 2017
Snow
1
The Official Publication of the Professional Ski Instructors of America Eastern / Education Foundation
Eastern Division Focus Group Tackles Member Issues Mix of young members and veteran leaders brings about insight, ideas
What members value, enjoy, want and need
By Michael Mendrick, Executive Director
O
n Saturday, April 29 a group of 24 members, volunteer leaders, division office and education staff spent a beautiful spring day in a hotel meeting room in Troy, NY working together to discuss how to improve the event experience and membership value for Eastern PSIA-AASI members next season and beyond. With troubling trends of falling event attendance and member recruitment, Division president Eric Jordan called for the special focus group to come together and get to the core of the issues. The group included members Alicia Dewire, Katie Brinton, Casey Dolin, John Witherspoon, Matt Charles, Darryl Leggieri, Josh Reitze, Eastern President Eric Jordan, Eastern Vice President Ross Boisvert, National PSIA AASI CEO Nick Herrin, AASI advisor Brian Donovan, Adaptive Coach Augie Young, National Board Rep Tom Butler, Alpine Education Chair Pete Howard, Eastern Alpine Examiner Coach and National Alpine Team Member Matt Boyd, Eastern Alpine Ed Staff Chair Erik Barnes, Alpine BOE member Dave Capron, Snowsports School Management Chair Doug Daniels, Eastern Board Member Ted Fleischer and Eastern Division staff members Michael Mendrick, Don Haringa, Melissa Skinner, Jodi Bedson and Krista DiCaprio. Our objective was to hear from and interact with rank & file members that are our potential future “core” members and get their feedback (via both survey results and on-site conversations) regarding five key questions: 1. What is the best thing (i.e. “highest value”) you get from your membership in PSIA-AASI? 2. What do you most WANT from your membership? 3. In your opinion, what are the biggest perception challenges facing PSIA-AASI (i.e. “locker room talk”)? 4. What is your biggest challenge to remaining a member of PSIA-AASI in the years ahead? 5. What would you like to see PSIA-AASI doing more of for the members in terms of programming, events, benefits and services? Our goal for the day was to work together and with our guests to develop action steps for addressing and improving the following three key areas of our Eastern operations – all of which are at measurably lower levels than during our previous 15 years (with the exception of the 2015-16 “winter that wasn’t”): 1. Event attendance 2. Membership recruitment 3. Membership retention We spent the majority of the morning listening to our invited member guest feedback and questions. There was plenty of healthy, candid and open exchange
continued on page 14
2017 Eastern Mini-Survey Results
>>
I
n preparation for the Eastern Focus Group meeting on April 29 in Troy, NY we developed and distributed a short and specifically targeted Eastern Mini-Survey in late April. The following groups of members were invited to participate in the survey. • Eastern Focus Group Invited Members (9 responses – full participation) • Selected 18-39, 10 years or less PSIA-AASI (10 responses of 50 survey invites) • Selected 40-60, 15-35 years PSIA-AASI (23 responses of 50 survey invites) • The Community (survey link posted on The Community forum, 90 Eastern member responses) The following is a summary of “recurring themes” in the responses of the four survey groups. These are amongst the most prevalent statements in the survey results from the four groups (132 total responses): What is the best thing (i.e. “highest value”) you get from your membership in PSIA-AASI? • Recognition as part of a professional organization • Educational events and training • Skiing/riding/socializing and building relationships with other instructors • Opportunities for growth in skills and knowledge • Discounts on gear, clothing and equipment What do you most WANT from your membership in PSIAAASI? • More recognition and respect from public as to value of lessons with a certified pro • More variety of educational opportunities • More discounts from resorts • More interaction and opportunities with the National Teams • Advocacy for instructors/better pay • Having something to strive for as a long-time member (once “leveled off” on certification)
continued on page 14
>>
inside National Report
4
Around the Regions
8
Your Turn
21