Originally Posted by bud heishman
So we don't get too far out on a tangent let's consider the ski school a stand alone business in the sense it's goal is to make a profit and the cost of electricity and toilet paper and such is a given.
OK, I think I know the guidelines:
1. SS is run by the area and not independent or contracted out
2. SS is probably not allowed to submit a plan that brings in less revenue than the year before
3. SS is not likely to be given an operating budget larger than it currently has
Let's get creative...
First- an incentive program.
Once the SS meets it's revenue target for the season, a 10% hold back on all further lessons goes into a bonus pot. Lets say 2% of the bonus pot is distributed equally among the instructors as a "team bonus" for those who meet or exceed all of their requirements- hours, line ups, clinics, etc. An additional 2% of the pot is distributed equally among instructors able to demonstrate a specified minimum level of outside "marketing"\ recruiting effort (website, joint marketing with regional ski shop- buy skis get lesson, etc.). The remaining 6% of the pot is earned individually by those instructors who bring in the most new business not associated with any package deal or advertised offer. Might also tie this in with the most return request privates also.
Second- fight with Marketing and Sr. Management to get rid of unreasonable promises
False promises to "ski like a pro" or ski easy blues after 90 minutes of instruction is just asking for disappointed customers. From what I've seen the wash out rate from further instruction (and likely return visits) is high because customer expectations are set high and not met. If SS can't win that battle, a free return semi-private charged back to the Marketing Dept for customers who complain. (All custs get a satisfaction survey at the end of their session.)
Third- drop the "figure skate image" of PSIA
I know of many intermediate skiers- especially younger- who don't want no stinkin' perfect turns. Perfect turns are for figure skaters. New image\positioning campaign by the SS. (PSIA too!)
Fourth- "promo drop" for nightly guests
Daily tip sheet for handling conditions, avoiding crowds, and other helpful hints dropped outside guest room doors every night. Of course more comprehensive information is available at the SS office. (This could violate rule #3 because it will add expense to ops.
Fifth- break time