DIRECTOR’S PERSPECTIVE
Duane Stutzman (and Bode)
John Kircher
CRYSTAL MOUNTAIN IS SOLD ON CERTIFICATION… INCLUDING ITS LEVEL I-SEEKING OWNER %\ 3HWHU .UD\
W
hen Duane Stutzman took the job as director of the Crystal Mountain Snowsports School in Washington State, he had plenty of challenges. Among them,
competition from what at one point was as many as 10 established
concession ski schools on the mountain, a majority of part-time teachers, and more than a third of a staff that lacked any kind of professional certification. “It was an under-achieving snowsports
school,” said Stutzman, who was featured in the Winter 2015 issue 32 Degrees for his innovative work at Colorado’s Beaver Creek Ski School. “It was clear when I took the job that I needed to rebuild the school, and to make sure that it was solid in the PSIA- AASI teaching methodology.” His partner in the rebuild, Crystal
Mountain president, general manager, and owner John Kircher, has a strong personal and financial interest in the snowsports school’s success and has proven to be a valuable ally. Te first thing he did was remove the remaining two concession schools, freeing his own school from the added competition on the slopes. Tis season he’ll go one step farther, training with his staff in pursuit of his own Level I as he gains more insight into the value of professional instruction. “When I first started, and John and I
got to know each other, he said he had run every department on the mountain except ski school,” said Stutzman. “As the conversation continued, and we discussed everything from
86 | 32 DEGREES • WINTER 2017
employee engagement to building staff, having a deeper understanding of what’s involved in being in being a professional instructor began to have a lot more appeal to him.”
MANAGEMENT BUY-IN = A BETTER BOTTOM LINE
For ski and snowboard school directors across the country, not having mountain management buy-in on professional development can be a frustrating proposition. When there is support, however, it can lead to happier employees, an improved guest experience, and a better bottom line. “Having John join his instructor staff
in their professional development training this season is really exciting,” said PSIA- AASI Chairman of the Board Ed Younglove, who teaches at Crystal Mountain. “His commitment to train for his Level I certification speaks volumes about the importance of instructor training and certification to the guests’ experience.” Younglove pointed out that the critical
role that resort management plays in the conversion of new guests to snowsports enthusiasts is recognized in the National Ski Area Association’s Model for Growth. He added that by actually taking the step
to get certified, a manager or president can provide a very powerful statement. “John’s participation in the training is the
greatest encouragement I can think of for our professional staff to do so as well,” said Younglove. “It reflects the importance he places on our PSIA-AASI-based educational programs and certifications and is an endorsement of his trust in the PSIA-AASI certified trainers in the school.” Which are the exact thoughts of Stutzman,
who will require everyone on his staff who has not already been certified to pursue their Level I this season. Tat’s the first step to having better-educated instructors who provide more fulfilling lessons, he said. But having Kircher commit to gaining his Level I has clearly made that particular component of employment an easier sell to his staff. Kircher said his goal is to "highlight the
value of PSIA-AASI, elevating awareness of the professional development that will enhance both the guest and instructor experience." “It’s certainly made it a lot easier for me to communicate why we believe certification is so important,” Stutzman said. “It also shows that he believes in what we’re doing – that he wants to jump in the trenches, experience what we’re doing, talk the language, and learn what being a good is all about.”
MAKING CHANGES TO HELP INSTRUCTORS SUCCEED
One of the first things Stutzman did to prepare for this season’s Level I training is ask everyone
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