2016MSAA Session Descriptions WEBmsaaevents.org/media/49027/2016MSAA-Session... · paigns? How do you know when you’re successful at Ad-Words? Facebook? What are the three strategies

Monday

8:30 – 10:00

A&GM E-Commerce & Pricing Trends: Looking Back & Ahead

M Bellaire Ballroom North

Dave will recap the 2015-16 season online and off-line

pricing and e-commerce trends visible across hundreds of

resorts and millions of customers on the Liftopia platform.

He will also share industry benchmarks, success stories for

Midwest resorts overcoming a challenging weather season,

highlight trends in new skier participation, and preview

pricing and distribution trends for the upcoming 2016-17

season.

Dave Madden, Liftopia

ALL NSAA FES - Industry Update: Claims, Cases, Lessons

RM Learned & More!

Bellaire Ballroom Center

Through the prism of our theme--risk management pro-

grams that rock--we'll analyze current industry legal and

risk management issues with our deep pool of ASDA attor-

neys, with part of the focus on local issues and cases, and

broader national issues as well. Our panel will discuss

recent cases and claims which run the gamut of resort

operations, and the take-aways and lessons that you can

take back to your own ski areas. We'll also address trends

in releases, summer activities, OSHA updates, the ADA,

new drones regulations from the FAA, and workers comp.

Dave Byrd, NSAA

Jimmy Lawrence, MountainGuard/Willis

LM&O Understanding & Managing Your ANSI B77 Quality

Assurance Program

Bellaire Ballroom South

The Quality Assurance (QA) program for Ski Lift Operators

has been referenced in the ANSI B77 since 1999 but has

been overlooked by most of us. The main reason is that

most of us don’t fully understand the intent or purpose of a

QA program. Hopefully, we will be able to make sense of

its intent or purpose and how we can and should use it to

improve our operation. The good news is that most of the

QA plan is already done. It is more a process of collecting

and organizing all the parts into one document and chang-

ing our thought process on how we do things.

Jim Vander Spoel, Gogebic Community College

SM&G The Power of Your Own Snowmaking Data

Fireside Parlor

See how the data generated by your own snowmaking sys-

tem can free up capital, improve the product and your

quality of life. Snowmaker lives matter. Real life examples

from ski areas you know.

Robin Smith, TechnoAlpin USA

LM&O Historical Incident Review & the Impacts on Ski Lifts

Suite 325

A discussion of past ropeway accidents and how they im-

pacted the ski industry and the B77.1 Standard. This is a

must class for new technicians to understand how the

B77.1 ropeway standards and ski lift equipment has

evolved over the years to today’s installations.

Sid Roslund, NSAA

A&GM Successful & Profitable Snow Event Management Tips

M, SS Suite 316

If you are looking to have more events at your ski area or

tubing park, this session will inspire your creativity. Our

panelists will share their successes and the lessons learned

along the way. Grow your visits, while infusing a fun at-

mosphere for your guests.

Moderator: Ken Griffin, Boyne Mountain Resort

Steve Kershner, Shanty Creek Resorts

Jerry Wahlin, Powder Ridge Ski Area

Session Details

Conference goers are welcome to attend any session.

The below key will help you identify sessions that relate to a particular area of interest.

A&GM Administrative & General Management - Sponsored by entegra Procurement Services

LM&O Lift Maintenance & Operations - Co– sponsored by All Ski Lifts & MSAA

M Marketing - Sponsored by accesso

R&A Rentals & Accessories - Co-sponsored by HEAD Wintersports & Rossignol

RM Risk Management - Sponsored by MSAA

SM&G Snow Making & Grooming - Sponsored by Prinoth, LLC

SS Snow School - Sponsored by MSAA

ALL All Ski Area Staff - Sponsored by MSAA

* Participation limited to MSAA Ski Area members only.

Page 1

& Ideas

Monday

10:30 – 11:30

ALL General Session – Ski Industry Outlook

Grand Ballroom CD

Michael will share his thoughts on what he believes are the

top five most challenging obstacles facing the ski industry in

the near future.

Michael Berry, NSAA

1:30 – 2:45

A&GM Insider Secrets: Getting the Best ROI from Online Campaigns


Can you answer these questions about your Digital Ad Cam-

paigns? How do you know when you’re successful at Ad-

Words? Facebook? What are the three strategies for creat-

ing better ads? Who is spending the most for similar ads?

After working with Digital Ad Campaigns for over two dec-

ades, Sam has learned a few tips and techniques to get the

best ROI from online campaigns. Come see which tools the

pros use and find out the answers to the above questions.

Samantha Rufo, nxtConcepts

ALL NSAA FES - Dodging Bullets: The Consequences of Our Fleet

RM of Aging Lifts & Preventative Solutions


Major lift failures are rare, but a number of recent mechani-

cal lift malfunctions have underscored the need for all ski

areas to take a closer look at their lift maintenance, modifi-

cation and replacement plans to promote guest safety and

minimize resort exposure. In an all-too-real hypothetical

incident, we’ll explore the industry-wide consequences re-

sulting from a far more serious and fatal catastrophic lift

failure and the likely allegations that will follow such an inci-

dent. In its wake: prolonged and multiple lift closures, law-

suits with punitive damages, criminal investigations, costs to

the resort, unprecedented industry-wide regulation and a

media frenzy causing sustained damage to the resort brand

and image. As concerned resorts and as a committed in-

dustry, we will explore possible solutions with our seasoned

panel of stakeholders, focusing on the workable steps we

can take individually and collectively to such an event.

Dave Byrd, NSAA


LM&O Lift Maintenance Seminar: Part I


Part one of a two part presentation. Topics of discussion

include: a review of recent lift incidents, a review of histori-

cal lift incidents and the lessons learned, a review of histori-

cal lift alignment situations, a discussion on fuel additives,

and a quick update on lockout/tagout. Many of the topics

are geared towards new maintenance personnel, however

this is also a great review for veterans. Handouts will be

provided and certificates of attendance will be issues.

Sponsored by Safehold Special Risk, Inc.

Howard Anderson, Specialized Engineering

SM&G Size Matters: Techniques & Ideas for More Sustainable

Snowmaking

Fireside Parlor

A presentation on the science behind snowmaking with

some live demonstrations on the different ways that particle

size effects snowmaking productivity and post production

quality and durability.

Wayne Palmiter, Snomax International

Aaron Murray, Snomax International

R&A Your Rental Shop’s Role in New Skier Retention

SS Suite 325

Kurt will discuss strategies for increasing rider retention and

improving the overall guest experience.

Kurt Hoefler, Rossignol

RM Snow Tubing Panel

Suite 316

This panel will address a variety of risk management issues

as they relate to snow tubing operations.

Moderator: Tim Bruce, Safehold Special Risk, Inc.

Session Details

MSIA 2016 Annual Meeting Developing Programs

in a Changing Marketplace

Monday • 3 - 5 pm • Parlor EFH

This session is the Annual Meeting of the Michigan Snowsports Industries Association (MSIA) but ALL MSAA conference attendees

invited to attend. Topics to be addressed include: MSIA/Pure Michigan ad campaign results, Pure Michigan winter marketing plans, MSIA Marketing Committee report (with MSIA's plans for the coming

winter,) Update on World’s Largest Lesson, and Michigan Legislative Update as it relates to the ski industry.

Monday

3:15 – 4:45

A&GM Tell Your Story: Press Releases, Media Relations & PR


Leveraging relationships with the media can boost your ski

area’s exposure in the market, and it doesn’t cost a dime.

Media members have deadlines and need content – when

you present quality press releases, are timely with commu-

nication, and become a trusted resource, journalists are

more likely to pick up your story. In this session, we’ll dis-

cuss some dos and don’ts of media relations and PR. The

goal is to help you gain more earned media that will put

your ski are front-of-mind for consumers.

Dave Meeker, SAM Magazine

ALL NSAA FES - Failing to Warn: Key Considerations When,

RM Why & How We Warn Our Guests


It’s the number one cause of action in almost every ski

injury lawsuit—from lifts to terrain parks, tubing to on-

mountain vehicles; even avalanches and tree wells. We do

our best to warn and educate our guests, but is it enough?

In this session, we will examine the broader issue of warn-

ings through a number of recent ski industry lawsuits. We

will also analyze a fascinating case study highlighting the

ramifications arising from the tragic Disney World incident

earlier this year. Those lessons—and some troubling mis-

takes—provide a cautionary tale for all recreational provid-

ers, no matter the danger at hand.

Dave Byrd, NSAA


LM&O Lift Maintenance Seminar: Part II


A continuation of the 1:30 pm session.

Sponsored by Safehold Special Risk, Inc.

Howard Anderson, Specialized Engineering

SM&G Grooming 2020: Diesel Emissions, Big Data & Grooming Into

the Future*

Fireside Parlor

Paul will lead an open forum discussion. Topics will in-

clude the latest Tier IV diesel emissions standard for 2020,

total fleet management and integration with snowmaking

automation, and grooming basics for the future.

Paul Swanson, Kassbohrer All Terrain Vehicles, Inc

SS / Snowsports School Best Practices for Challenging Products

R&A Suite 325

This session will take a deeper look at the challenges of

developing specialty snowsport school products. Our panel

will share their successful strategies and issues working

with Kids, Women’s, and Senior programs. We will take a

look at the programs from beginning to end, starting with

the design, build, and operation of the program to building

interest through marketing and promotion.

Moderator: Richard Wren, Boyne Highlands

Ron Shepard, Crystal Mountain Resort & Spa

Geoff Shepherd, Timber Ridge

Rick VanTongeren, Shanty Creek Resorts

Session Details

Page 3

Tuesday

10:00 – 11:00

ALL General Session – Being the Best You!

Grand Ballroom CD

It might sound a little corny, but truly happy and successful

people get that way by becoming the best, most genuine

version of themselves they can be. Senator Chip Perfect

shares his thoughts on revealing your optimum potential

while staying true to yourself.

Chip Perfect, Perfect North Slopes

11:30 – 12:30

A&GM/ Understanding the Beginner: Year One Results of the

M /SS/ Midwest/National Beginner Conversion Study

R&A Bellaire Ballroom North

The Midwest/NSAA Beginner Conversion Study provides

insight into the beginner skier and rider. What are the moti-

vators to ski and snowboard? What will get more first-

timers to return to my area? Why don’t they come back?

These questions and more are discussed during the results

from the first year of the beginner research in the Midwest.

Rob Linde, RRC Associates

ALL NSAA FES - Small Things Matter - And They Can Make a

RM Big Difference in Risk Management


In our final session, we will highlight some innovative

measures, or “small things”— that can may make a big

difference in your risk management program, surveying

some creative things that your fellow resorts are doing

around the country, that you can adopt to make your risk

management program rock, and these clever ideas run the

gamut in mountain operations. And along the lines of

“small things” we will spend some time focusing on kid-

specific issues. While there isn’t a way to kid-proof our

resorts, we will look at claims and risk management chal-

lenges geared toward the future of our sport and industry.

Dave Byrd, NSAA


SM&G Terrain Parks 101


Troy & Ben will lead an open discussion for terrain park

builders and groomers to share their knowledge and ideas

of where the industry is going with our parks.

Troy Barten, Hyland Hills Ski Area

Ben Doornbos, Nubs Knob Ski Area

SM&G Snowmaking Automation Ideas & Remote Support Concepts

Fireside Parlor

Today’s snowmaking equipment is smarter and more

connected than ever before. This technology allows the

system to automatically react to changing conditions and

allows the user to view and control the entire system re-

motely. Come to this session to learn how to increase

production through automation and efficiently manage the

process from anywhere with remote access.

Joe VanderKelen, SMI Snow Makers

Dan Duncan, Torrent Engineering & Equipment

LM&O Backstop Clutches: Design, Mechanics & Applications

Suite 325

Why does my high speed backstop keep failing? Backstop

clutches are an integral and vital component in ski lift

power transmission systems. This seminar will focus in on

their function and design, mechanical basics and

Sponsored by Doppelmayr with special guest speaker

from Ringspann Corp.

Dave Diviero, Ringspann Corp.

Donny Martin, Doppelmayr USA

Walt Read, Doppelmayr USA

A&GM The New World of Food & Beverage Expectations

Suite 316

Shade grown; hand-stirred; responsibly raised; Artisanal.

The food and beverage experience is changing. Just as

food trucks and boutique restaurants are capturing the

attention of foodies and millennials, ski areas too are rising

to the occasion. By offering a variety of quality menu op-

tions and locations, areas are redefining the typical ski area

experience. This session will present food trends, ideas

and operational opportunities, as well as how the recent

projects at Hyland Hills and Giants Ridge have created a

new approach to food and beverage. How can you earn

your guests’ loyalty through their stomachs?

Claire Humber, SE Group

Session Details

Page 4

applications.

Tuesday

1:30 – 2:45

A&GM Customized E-Commerce & Point of Sale Solutions

for Your Area

Bellaire Ballroom North

This session will review the latest ticketing software technol-

ogy and integrations that can be leveraged at your area.

Time will be allotted for questions and discussion topics

from participants.

Tim Larsen, accesso

M, SS Seven Secrets for Effective PR = New Customers


Effective messaging is just one key ingredient for success in

securing new customers. Learn to Ski and Snowboard Month

and Bring a Friend offer many PR opportunities to attract

newcomers to skiing and snowboarding – and at a low cost.

This workshop will build on findings from RRC Associates'

Beginner Conversion Study and focus on messages that can

resonate with beginners. We also will look at the bigger pic-

ture and explore some of the demographic changes you

should know about that are shaping the US population base.

Mary Jo Tarallo, LSS(M)/BAF Initiative


RM Terrain Parks: Risk Management*

SM&G Bellaire Ballroom South

This panel will address a variety of risk management issues

as they relate to terrain park operations including: the im-

portance of documentation, the latest from SAM’s Cutters

Camp, and a legal update on terrain park litigation.

Mistica Walker, Safehold Special Risk, Inc.

Tim Bruce, Safehold Special Risk, Inc.

Scott Feringa, Sullivan, Ward, Asher & Patton PC

A&GM Issues in Human Resources: Hiring, Overtime & More

Fireside Parlor

In this roundtable, we will talk about a number of key human

resource issues impacting ski areas, including the pending

new overtime rules, the exemptions for ski areas under the

Fair Labor Standards Act, challenges with hiring and staff-

ing, workers compensation, the use of volunteers—and

whatever else is on your mind from a legal or HR perspec-

tive. The goal is to share and compare HR strategies, and

for the questions you may have, others may have

Dave Byrd, NSAA

LM&O How to Prepare for Lift Insurance Inspections*

Suite 325

Learn what insurance companies are really looking for during

an inspection. Jimmy and David share tips on making sure

your area is properly prepared.


David Thomas, Hyland Hill Ski Area

GMs CEO Forum: Part I*

ONLY Suite 316

Midwest ski area, owners, CEOs and GMs discuss the hot

issues of the day. This session is restricted and only open to

MSAA member ski area owners, CEOs and GM.

Moderator: Rob Walz, Cascade Mountain

* Participation limited to MSAA Ski Area members only.

Luncheon Meeting Tuesday @ 12:30 pm

Grand Ballroom CD

Look for the reserved tables at lunch & join your fellow Minnesota Ski Areas Association members.

Luncheon Meeting

Tuesday @ 12:30 pm

Grand Ballroom CD

Look for the reserved tables at lunch & join your fellow Ski School Directors

Page 5

Session Details

solutions.

Wednesday

8:30 – 10:00

A&GM ADA Website Accessibility: The New Litigation Threat &

M What Ski Areas Should Do Now!*


Just this year, more than a dozen ski areas have been sued

or received formal claims asserting that their resort web-

sites are inaccessible to the hearing and visually impaired,

arguably in violation of the Americans with Disabilities Act

(ADA). This panel will discuss the legal background for

website accessibility, insurance coverage, and how areas

can remediate their site to discourage such lawsuits. Be-

cause the ADA allows plaintiffs attorneys to recover their

fees—however frivolous the claim—ski areas, especially

their marketing departments, need to understand these

issues, the technology, and their obligations under the

Dave Byrd, NSAA

Dave Gibson, Propeller Media


ALL Strategies for Successful & Profitable Summer Business


Looking to diversify your business by adding summer ac-

tivities? Learn from some of the best, as our panelists

share their experience on what activities have been good

profit centers for them, and how they chose those op-

tions. Mountain biking, zip lines, golf, alpine slides, Seg-

way tours, water parks and much more! Our panelists have

just about any activity you are image covered. Ski areas

are definitely not just for winter anymore!

Moderator: Jeff Staley, Detroit Mountain Recreation Area

James Rochford, Jr., Trollhaugen Winter Recreation Area

Michael Murphy, Chestnut Mountain Resort

Christina MacInnes, Crystal Mountain Resort & Spa

P Fresh Ideas for OEC Training & Mountain Hosts


John and Jim will update the audience on the latest

changes to the NSP’s Outdoor Emergency Care and

Mountain Host programs.

John Thomas, NSP-Central Division

Jim Woodrum, NSP-Central Division

SM&G Snowmaking System Improvement Analysis

Fireside Parlor

Learn how to evaluate, design and budget snowmaking

improvements at your ski area.

Ian Jarrett, HKD Snowmakers

Ben Siefert, HKD Snowmakers

LM&O Lift Maintenance Forum: B77 Update & Year in Review*

Parlor A

Sid - with help from B77 committee members, authorities,

insurance and maintenance personnel - will review what

went "right and wrong," in the annual “Little Shop” pictorial

presentation. Changes coming in the next edition of the

B77 Ropeway Standard (2017) will be highlighted as they

pertain to the trends and incidents that have been noticed

this past year concerning ropeways.

Sid Roslund, NSAA

A&GM Lessons from Rebuilding Several Midwest Ski Areas

Suite 316

There is a lot of great capital being put into Midwest ski

areas. Whether they are smaller improvements that give a

good return on investment, or a tear down and rebuild, this

session will cover it all. Taylor will share lessons learned

while rebuilding Mt. Brighton and the current rebuild going

on at Wilmot. Both Lutsen and Shanty Creek have also

been reinvesting in the guest experience over the last sev-

eral years and the resorts are seeing real results. Everyone

has a different budget, but you are all sure to come out of

this with some good ideas to plan your future investments

at your ski area.

Moderator: Taylor Ogilvie, Wilmot Mountain

Peter Bigford, Shanty Creek Resorts

Tom Rider, Lutsen Mountains Ski & Summer Resort

Page 6

Session Details

ADA.

Wednesday

10:30 – Noon

M / SS Focusing on Conversion from First Contact to Follow Up


The NSAA Model for Growth was first released in 1999.

Since then we’ve seen the benefits of programs designed to

bring beginners to the slopes. Keeping them coming back is

the art of conversion; and we’re moving closer to under-

standing the keys steps to make that happen. In this moder-

ated panel discussion, we’ll look at how a variety of resorts

have approached the conversion experience, providing you

with a checklist of success factors from the first point of

contact to how you follow up after their lesson.

Ron Shepard, Crystal Mountain Resort & Spa

Richard Wren, Boyne Highlands

A&GM Successful & Profitable Online Group Sales & Programs

M Bellaire Ballroom Center

The Group model is ever changing. Resorts have to adapt to

how they manage groups. This session will review the many

different ways resorts book, manage and control their group

inventory. Including 1-time groups, season passes for

groups and fundraisers.

Steve Pope, Epop Studio

LM&O Strategies for Successful Lift Operations Staff Development


Chris will review the B77’s specific training requirements for

lift operations staff – and then go on to offer tips and ideas

to create a training plan that meets your ski area’s specific

needs and practices. Also, since lift operations personnel

have lots of frontline guest contact they can do a lot to help

increase guest satisfaction. Participants will learn tech-

niques on how to communicate this concept and how to

follow-up to keep it on the forefront of their minds. You

have to ask for and expect their help on all fronts.

Chris Stoddard, Mountain Management Services

LM&O Building a Rope Tow

Parlor A

Just when you thought rope tows might be a thing of the

past...David will explain how they have been building rope

tows over the past 10 years to facilitate the terrain parks and

the race program both at Hyland and at Elm Creek Winter

Recreation Center.

David Thomas, Hyland Hills Ski Area

GMs CEO Forum: Part II*

ONLY Suite 316

A continuation of the previous day’s discussions. This ses-

sion is restricted and only open to MSAA member ski area

owners, CEOs and GM.

Moderator: Rob Walz, Cascade Mountain

Session Details

Page 7

Documents

2016MSAA Session Descriptions WEBmsaaevents.org/media/49027/2016MSAA-Session... · paigns? How do you know when you’re successful at Ad-Words? Facebook? What are the three strategies