L E T T E R F R O M T H E P R E S I D E N T Key initiatives launched to grow, enhance sport
Dear Members, It’s been a jam-packed and productive fi rst six
months of my presidency, prompting me to share an update on some exciting projects being worked on by the Board of Directors and U.S. Figure Skat- ing staff . As we begin this new Olympic quad, these projects will drive many activities and decisions over the coming years, so it’s important to keep ev- eryone informed.
In June, the Board of Directors and the Head-
quarters leadership team convened in Chicago for a strategic planning session. This was a great forum to exchange ideas. While there were many oppor- tunities and initiatives identifi ed during the session, three clear priorities emerged: Image and Brand- ing, Learn to Skate USA and an Event Management System.
Image and Branding After a successful celebration of our 100th an-
niversary of the U.S. Championships in Boston and our sport’s exposure during the Sochi Olympics, the board believes it’s the opportune time to update our image and brand. Since 2002, U.S. Figure Skat- ing has been successful maintaining a very steady membership. However, an increasing number of sports and activities continue to compete for the younger generation’s time and attention. Acknowl- edging this was the fi rst step.
The second step was to hire an industry leader
in the area of image and brand development. After reviewing many professional proposals, the board selected Insight Strategy Group, an image consult- ing fi rm based in New York. Since that time, Insight has interviewed skaters, parents, offi cials and fans to gather a wide range of data that was presented to the board during an executive session in October. The presentation was informative and is guiding us as we develop an organizational rollout strategy.
Knowing that this image update is critical to
ensure U.S. Figure Skating’s continued growth and relevance, members will be updated as we move forward.
Learn to Skate USA Equally important to the future of U.S. Figure
Skating is an update to the Basic Skills Program, which has taught more than 2 million people how to skate! While Basic Skills is primarily geared to- ward children, Learn to Skate USA will also focus on the growing adult segment. This program rep- resents a huge opportunity for membership growth that will benefi t clubs and coaches, and will be one of our top priorities for years to come.
The education, communications and market-
ing components for this national program are sig- nifi cant and, as a result, Learn to Skate USA will have a longer timeline for implementation (July 2016), but the planning and strategy are well under way. I’m confi dent you will be excited about this pro- gram and I am eager to share news as it progresses.
4 DECEMBER 2014
Samuel Auxier President, U.S. Figure Skating
Event Management System (EMS) While it may be diffi cult to get excited about a
technology update, the implementation of an Event Management System (EMS) to add to our new mem- bership database will have a far-reaching, positive impact on our events and organizational planning. The new EMS will provide more accurate and timely information to assist clubs in organizing compe- titions eff ectively and to help manage resources (offi cials, club volunteers, funds) more effi ciently. It will also provide the tools and data necessary to en- hance U.S. Figure Skating’s planning and budgeting.
The system’s capabilities are vital to our future
growth and will require a signifi cant investment. However, the return on investment — both fi nan- cial and functional — is critical for U.S. Figure Skat- ing to remain competitive from Learn to Skate USA through elite levels.
While Image and Branding, Learn to Skate USA
and an Event Management System are the prima- ry strategic initiatives under way, there are many other important eff orts being undertaken by our committees and Headquarters staff . Among those initiatives:
• A review of test track events, with a focus on
ways to build on the program’s popularity. • A review of the qualifying structure, which
will consider the needs of today’s skaters and en- courage broader participation.
• A push to attract and retain more male skat-
ers and encourage more skaters to try pairs skating. I am sure many of you heard that the ISU has
submitted synchronized skating for consideration as a future Olympic discipline. Let me say emphat- ically that U.S. Figure Skating enthusiastically sup- ports this proposal and will be a leader in making sure synchronized skating is competed at a fu- ture Olympic Winter Games. This truly would be a game-changer for our sport.
In closing, I want to congratulate all the ath-
letes who represented U.S. Figure Skating in the Grand Prix and Junior Grand Prix series. I also want to thank all the skaters, local organizing commit- tees, volunteers, offi cials, coaches and parents who put in countless hours to ensure the success of U.S. Figure Skating and its many programs and events.
We couldn’t do it without you.
U.S. FIGURE SKATING Suppliers
U.S. FIGURE SKATING Sponsors
U.S. FIGURE SKATING Licensees
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