THE SNOW LIFE
HOW STRONGER PARTNERSHIPS AND SHARED OPPORTUNITIES BENEFIT US ALL
By Nicholas Herrin, PSIA-AASI Chief Executive Officer A
s you know, strong partnerships are vital to good snowsports instruction. Your ability to build a cooperative, nurturing relationship with students is
critical to creating an environment in which they safely and successfully achieve their personal goals. By helping guests
enjoy a richer, more fulfilling outdoor experience, you hopefully inspire them to spend a lot more time on snow. Te same can be said about what’s happening at PSIA-AASI these days. Your association’s goal is to continue to focus on developing strong, informative programing and relevant, state-of-the-art educational materials that support you so you can reach your own personal and professional goals. To meet this objective, it’s so important
that we identify key partners in the industry and work together to strengthen our relevance as the educational arm of snowsports and as the most important source of growth in ski and snowboard participation. PSIA-AASI’s essential partners include:
1. Our nine divisions 2. Te individual resorts and their ski and snowboard schools
3. Innovative companies throughout the industry, especially our Official
Suppliers for hard goods, apparel, and accessories.
4. Other associations – such as the United States Ski and Snowboard Association, National Ski Areas Association, National Ski Patrol, and SnowSports Industries America – as well as organizers of industry initiatives like Learn to Ski and Snowboard Month.
Te number one goal of the snowsports industry is to grow skier and rider visits and elevate the experience the guest has in the mountain environment. As one of PSIA-AASI’s 32,000 members, you serve as the most integral component of achieving that goal. Success hinges on the ability of PSIA-AASI members to provide quality instruction and guide memorable, guest- centered experiences in a safe and fun learning environment – at resorts, local ski areas, and
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nordic centers throughout the U.S. PSIA-AASI is committed to working with PSIA-AASI divisions, resorts, schools, and industry partners to provide the resources that help PSIA-AASI members continue their professional development. Personally, I‘ve committed my life to ski and snowboard instruction, and am dedicated to serving you and improving your member experience. My main priority is to build PSIA-AASI’s stature as both a partner and a leader in the industry through a combination of communication, transparency, and trust. To achieve this, I want to create increased collaboration and member engagement, and provide even more inspiration and support. I’m proud to be the new CEO of PSIA-AASI precisely because I know how much YOU mean to the enjoyment and growth of our sport. I look forward to strengthening our partnerships for the ongoing benefit of all of us!
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12 | 32 DEGREES • FALL 2016
Let the snow fly! Nicholas Herrin
JAY CARROLL
COURTESY OF LEARN TO SKI AND SNOWBOARD MONTH
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