AASI Level 3, PSIA-AASI National Award Committee, Resort Trainer
I have been a member of PSIA-AASI West for 17 years, and PSIA-AASI nationally for 18. I am currently a member of the PSIA-AASI National Awards Committee, which recognizes PSIA-AASI members and their achievements at a national level. The National Awards committee is an honor to be a part of, It has allowed me to learn not just about the amazing work our Western division instructors have accomplished but nationally the amazing people who drive both skiing and snowboarding. I was a board member of the Tomlinson-Parker Scholarship Fund from 2006 until it was dissolved in 2016. The mission of the scholarship fund was to provide instructors seeking certification goals, the assistance to lessen their personal financial burden. I am one of the staff trainers for the Squaw Valley adult snowsports school and have been since 2005. Working with the staff to improve their professional goals along with creating an environment that cultivates learning for both student and instructors has shown a great success for our school. By working closely with our staff to prepare them for their certification exams and as a board member of the scholarship fund, I have been allowed to give back to the Squaw Valley community in many significant ways.
Joining the PSIA-AASI Western Division Board would allow me the opportunity to continue to give back to our community on a local level. I would like to work with the board to continue to drive enrollment of new members and find ways to encourage former members to return to the division. We are only as strong as our members allow our division to become and by working as a community we can create positive and effective growth that future members will continue to benefit from. I would be honored to be a part of the Western Division of PSIA-AASI Board of Directors to build an even stronger community of dedicated snowsports professionals.
Charles B. Golson
PSIA Alpine Level 2, Children’s Specialist 1, Senior Specialist 2, MBA, CPA, CMA, PMP
A solution-driven leader with 25+ years of financial/project management experience in construction (Bechtel), technology (Xerox, Electronic Arts) and health care (Kaiser Permanente, OHM Remediation). Track record of project managing multi-faceted projects from inception to completion. Demonstrated problem-solving, identification and communication of critical data/drivers to a team and senior managers. CPA adept at proposing, evaluating and selecting financing and accounting alternatives to analyze expenses, reduce cost and/or structured financing. History of selecting and implementing financial systems and software to improve organizational capabilities and reduce costs. Known for developing and simplifying process improvements and facilitating change management efforts. Known for development, training, and team-building for staffs of 1-250. Problem Solver.
My Platform for PSIA-W BOD.
- Want to find ways to spend the accumulated $200,000.00 in the Educational Foundation on better educational material and programs, more clinics, and other programs. There is no reason just to accumulate cash when it could be spent on enhancing education in the Division.
- Want to determine and fix the low 40% and 10-15% pass rates (Alpine) to 80-95% with better educational programs and a more disciplined approach to meet or exceed the National Standards. It is not prudent to expect members to spend their hard earned money to “attempt” to pass Certification exams.
- Want to hold frequent focus groups with members to identify and prioritize problems for the PSIA-W board. I want to listen to the membership.
- Want to work on establishing progressive membership dues based upon ability to pay which focuses on younger members and increases their retention.
- Want to require all clinics to have a specific detailed write up (syllabus) and expected takeaways to increase the value of the clinics.
- Want to increase the value of the PSIA-W membership.
PSIA Level 2, June Mountain Ski School Director
Hi, I’m Jaime Marso-Tanner and I hope you’ll find me worthy of your vote and allow me to serve on the PSIA-AASI Western Division Board. As the voting membership, it’s your job to fill the board with members you feel will make important contributions to the organization. I’d like to be one of those individuals that not only works to maintain the high standards and quality performance that has always been associated with PSIA-AASI but I’d also like to work to improve the organization from within. From my association with PSIA-AASI I have learned that no matter how skilled you are, there is always room for improvement; this philosophy also holds true for organizations.
“Clear communicator focused on the big picture. I run the June Mountain Ski and Snowboard School. Just received my Level 3 Alpine Ski. I’ve been told I’m easy to work with and very supportive of my staff.
Condense membership and event surveys. I worked on the linkage membership committee board for 2 years. Interested in educational collaboration on the national level and consistency between all divisions. Worked as a college professor for 9 years teaching geology and oceanography.”
Who I am:
- I am a wife and mother.
- I run the June Mountain Ski and Snowboard School.
- I’m very proud to have recently received my Level 3 Alpine Ski.
- I taught geology and oceanography for 9 years.
- I am a member of Mammoth Lakes CERT.
- I’m a certified EMT and volunteer my services.
- Volunteering is part of who I am. I’m happiest when I can share my knowledge, skills, and passion for skiing with others. It’s a personal goal of mine to bring the joy of skiing to others while also instilling respect and love for the environment.
What I can do for PSIA-AASI:
- I’ve worked on the linkage membership committee board for 2 years.
- I’m interested in educational collaboration on the national level and consistency between all divisions.
- I want to present some fresh ideas and ways to help PSIA-AASI grow and evolve into an even more impressive organization.
- Once I am involved, I commit myself fully.
- And most importantly, I know how to listen.
PSIA Level 2
“I have been a PSIA-E member since 1997 and could not be prouder to be affiliated with this organization. I started my skiing instructor journey at Hunter Mountain, NY doing beginner lessons, group lessons, privates and then moving on to a development program. I then taught at Alpine Meadows, CA for 2 years and helped with the new hires and promoted why they should get their PSIA Level I as well as teach private lessons and more. I am currently a Ski Coach (Chargers U12) at Mammoth Mountain, CA but have done all of my PSIA certifications on the East Coast (from Level I to Level III skiing- passed the skiing section but not teaching). I am looking at taking my PSIA Level III again in March.
While at Hunter Mountain I had some terrific mentors from Charlie Knopp to Robin Barnes who went out of their way to help me in improve my skiing, become a better teacher and provide the best customer service there is in the business! Many of my colleagues in the PSIA industry have made a profound impact on my life. However, I believe we can do more so that we can get the next generation of folks to make skiing part of their lives forever! For example, people enjoy being part of an organization that is thriving, fun, educational and more. Another example is re-doing the PSIA website which is much more intuitive, engaging, and easy to navigate. Having both the digital and paperback solution (via the PSIA magazine) is a great way of catering to many folks.
Since many large companies are acquiring various mountains, how can we look at promoting the PSIA organization, get better visibility and more? Also, data shows that 75% of people still believe that face-to-face is the best learning experience. This learning should be on and off the mountain and helping customers with what they should be thinking about equipment, lodging, next ski trip locations, and more. Being an ambassador for the sport is critical and elevating the skiing experience is so important! How can we retrieve customer data electronically after a lesson, provide an electronic scorecard of where they improved and what milestones they achieved? Maybe even providing them with credentials to access their accounts online and see how they progressed. This would help the customer stay more focused and us as an organization more attached to the customer with PSIA instructor profile online. Video is king in this day in age! Could we maybe create more videos from our members or end customers around their great experience with a PSIA teacher.
When I saw 2018 Warren Miller’s “Face of Winter,” I thought it was so cool to include some PSIA members skiing in Portillo, Chile and promoting Mike Rogan for bump skiing powered by the PSIA logo. We need to be thinking more this way in order to better help promote the PSIA-E brand. Another idea is to create a “heat map” as to where we have the largest PSIA members. Could we potentially have a contacts info booklet of PSIA members to be better connected or potentially hosting off-season get-togethers within smaller PSIA-W regions?
Another idea is how to keep our members more engaged in the PSIA-AASI community. Could there be more awards, recognition, and testimonials we can share to members? Positive re-enforcement always helps and helps keep people to stay more focused!
I currently reside in Southern California and run a mid-size investment technology company for B2B partners (called SaveDaily) and know that it can be tough in the market; based on competition, price and so many choices to choose from. My expertise is in Marketing, Branding, Relationship Management, and Finance.
I would be honored in being more involved in this great organization as one of your Board members. Thank you!
AASI Level 3, Freestyle Level 2, Children’s Specialist 2, PSIA Level 1, AASI Ed Staff, Bear Mountain Resort Training Manager, Current PSIA-AASI Board of Directors – Publicity Chair
Hello Western Division Membership. I have spent three years serving on the Western Division Board of Directors as the Publicity Chair. In that time I have worked for the membership to help provide the best experience in both educational and certification events possible. I would love to continue my service with the Board and continue to help grow the Western Division.
Having been a proud member of the Western Division since I started in this industry in 2004; I have worked hard to become an examiner and part of the AASI Western Division Snowboard leadership. It is important for me to see this division continue to innovate and inspire in the snowsports industry.
Currently, I am working for Big Bear Mountain Resort as the Ski and Ride School Training Manager. It has been incredible to move down to Southern California and be able to positively impact and influence a whole new base of dedicated and passionate snowsports professionals.
The Western Division is the best in the country. Our Mountains, Resorts and Member Schools big and small here in the West inspire me every chance I have to travel and work with the amazing instructors who share their love of the snow and snowsports with hundreds of guests each year.
In the last few years, we have taken several steps to make sure our membership has what they need to reach their personal and professional goals. Our dedicated Office Staff and Executive Director Kristi Prochazka have made a huge impact for our members here in the West. Traveling Events have helped bring flexibility and accessibility to our membership. Streamlining the Level One exam process to create consistency for candidates with less overall cost and impact for our member schools has been a successful direction for our membership. Continuing on the path of access and inclusivity that the Western Division provides will help to engage new members while providing great service to our existing membership base.
Growing the value of membership in the west through our premier events, promoting interaction and connection between our members, while listening and taking action on our member’s constructive feedback will keep the Western Division leading the way.
I have been a dedicated member of the Western Division Board of Directors for the last three years and with your vote, I will continue to be a voice at the table for the good of the membership and the organization.
Alumni Member, AASI Level 2
I have been working in the extreme sports world for the past 20 plus years. I owned a skate shop in Venice beach, I am a level 2 AASI Coach for Heavenly Resort, Assistant high school snowboard coach, a youth mentor with multiple organizations, and sports chiropractor for the past 20 years. Lastly, I am a father of 2 boys. My 8-year-old is an amazing snowboarder and I am involved in my boys’ sports every day since they were born. I am 46 years old and still snowboard, downhill ski, and skateboard!
I believe there is more that can be done to help instructors love the job they do and work with resorts to help resorts keep life long instructors happy. We need more instructors that will stick around. Right now there is no motivation for instructors to continue in the field. Resorts want to pay as little as possible and generally discard those that want to progress in the field. I am a positive motivator and forward thinker and looking forward to my boys getting the best coaching possible as they develop the skills needed to be the best in snowboarding and skiing. I have been through the loops of the AASI testing and have worked for several years in the field. I carry a strong background working with all types of people and believe that my skills and history will help shape the future of this organization.
PSIA Level 3, AASI Level 2, Children’s Specialist 1, Alpine Ed Staff Team Emeritus, Current Western Division Board of Directors – Ed Foundation Chair
I am asking for your vote and support to be on the Board of Directors again. I have been an instructor, trainer, supervisor, assistant director and most recently a director of a ski and snowboard school giving me a broad range of knowledge and experience in our industry. Within our division, I have been an examiner and on the Board in many different positions bringing past experience and understanding of our culture and membership.
As a Board member for the last three years, I have been the representative to our Education Foundation Board also where I’m the Vice President. If you have followed the Foundation, you have witnessed the growth and great strides in communicating with the membership.
I am also on the Finance Committees of both Boards. Though pouring over the finances of the organizations is neither fun or “sexy” it is important to keep tabs on where we are month to month and how your money is being spent/allocated.
I understand the big picture as well as the finer details of our path and mission. I think the strengths of both the Education Foundation and PSIA-W Boards is the fact that we are very focused on how we can serve the membership better and more efficiently and I am dedicated to seeing that continue. I would appreciate your support.
PSIA Alpine Level 3, Children’s Specialist 2, Senior Specialist 2, Resort Trainer
I have been a teaching instructor for 29 years and a member of PSIA for over 28 years, teaching adults and kids at Boreal, Alpine Meadows, and Heavenly. I have benefited from PSIA in training, clinics, certification, and conventions and would like to volunteer to help PSIA to move strategically towards objectives that are important to its members, services, and business. Not only do I have a lot of teaching experience, teaching over 25,000 students and training more than 400 instructors. I have a lot of business as well as non-profit experience. I ran an aerospace/defense business ranging from a million dollar budget to several billion dollar budgets for 32 years and the business/programs I have been responsible have received national and corporate level awards at the highest level. I have served and advised other non-profit boards. My education background is a Masters in Business, a Bachelors in Electrical Engineering and a Bachelors in Computer Science. If elected I would help PSIA-W determine and prioritize its objectives and develop a strategic plan that would maximize the likelihood of success in achieving the objectives. I recognize voting for board members can be who do you know but I would encourage you to think seriously, who can help PSIA-W accomplish the most towards its goals, objectives and serving its members. I thank you for your consideration and vote.
I can help PSIA-AASI better serve its members by applying a wealth of business experience to help PSIA-AASI grow and prosper. I can determine customer service expectations of members and address where improvements can be made, and facilitate team exercise to determine strategic objectives of PSIA-AASI and help build a strategic plan to achieve objectives with a high probability of success and clear ownership expectations.
AASI Level 2, Children’s Specialist 1, Bear Valley Head Snowboard Trainer
I have been an avid “Snowsporter” all of my life. I began skiing when I was five years old and have been close to the mountains ever since. One benefit of keeping my grades up in school was that I could take the occasional “Bluebird” powder day off from school and spend it shredding with my friends. In high school, I worked teaching kids how to Ski. It was during this time that I began snowboarding on my lunch breaks, and within a year I had finished my transition to full-blown Snowboarder. Years later I had a chance to work in Terrain Park Maintenance. I became a Snowboard Instructor in 2008 and have been hooked ever since. I have been the Snowboard Supervisor at Bear Valley Resort for the past 10 years. Being from a small mountain has allowed me to stay in touch with the instruction and training side of the industry.
I have benefitted so much from being a part of PSIA-AASI. I am a person who is hungry for knowledge and I am always inspired coming away from the educational events offered by the Western Division. I will work hard to keep up the excitement for continuing education. I have a unique perspective being from a Mountain in the Central Sierras, where access to educational events is challenging. I hope to bring more events to this region in order to bridge the divide between the Nor-Cal and So-Cal regions.
PSIA Level 1, AASI Level 1
I have been a member of multiple professional boards in different capacities: current member of the board of directors for the statewide organization Collaborative Practice California, former president of the board of directors for the practice group Collaborative Divorce Solutions of Orange County, and former member and newsletter editor for the board of directors of Los Angeles Collaborative Family Law Association. I have my dual certification L1 in both Snowboard and Ski and have been an instructor at both Mammoth Mountain Resort and Big Bear Mountain Resort (where I currently work as an instructor). I have managed multiple small and large scale projects and staff and, as an instructor, understand the challenges resorts face when it comes to customer experiences. I’m bilingual (fluent in Spanish and English), and am a lecturer and trainer in my professional capacity as a lawyer on the topic of cultural competency. These qualities and experiences can only enhance the impact PSIA-AASI has on snow sports professionals and enthusiasts in the Western Division.
There needs to be a better connection with resort instructors. Too often, there is an uncertainty of the role of PSIA-AASI in our daily teaching lives. We need to have better communication on the real benefits of membership. This can only be done through experience. Teaching at Big Bear Mountain Resort was a tremendous change in my riding career. The instructors at BBMR, from day one, emphasized the importance of training, certification, and continuing education. We need to see that at ALL resorts. This translates directly to what many instructors care about most (improving their student’s experience) and what they need most (the income to continue doing what they love). At various snow sports events, I’ve learned that there has been a decrease, nationally, in the growth of new skiers and snowboarders. Part of this may just be weather patterns. Unfortunately, I think some of this may also be a loss of quality instructors due to financial difficulties. Instructors are the foundation for future skiers and riders. We need to adjust to the current demands and make sure our instructors are getting the support they need, including the most innovative and creative teaching techniques to increase interest in, and the growth of, snow sports worldwide.
AASI Level 3, Western AASI Ed Staff, Former Western Board Member
I have many qualities and over 20 years of membership and experience in the ski and snowboard industry. I also have had positions starting at line instructor, supervisory and management roles, and ski resort operations. I am also a former PSIA-AASI board member, including the position of Discipline Chair, and am a current and active tech team member, and National Standards Summit participant. I am currently working at Sierra at Tahoe as an instructor and trainer and also at Harley Davidson of Sacramento, where I am a CMSP Motorcycle Safety Course instructor. This past fall I received The California Highway Patrol’s Commanders Certificate of Commendation for my outstanding performance in the program. I also own a small business, am highly active on social media, and work directly with The Moto Experience Podcast and YouTube broadcasts. My most recent contribution to the project was a discussion after I took our program director snowboarding, what his experience was like, as well as similarities between snowboarding and motorcycling, and ways to coach more effectively while elevating the students experience. I believe that both my industry and outside experiences give me a unique perspective to help preserve our traditions, and also move our division forward with progression and relevance.
I believe that overall we, as an organization are doing a moderate to good job addressing the needs of our membership. One of our biggest challenges is that we are reactionary to our member’s needs, rather than being proactive in our ability to develop policies, processes, and most importantly progress our organization and our value to the membership. As an organization, we need to realize and develop our brand identity within the industry, its relevance to it, and the needs of our members. One of our biggest challenges is that sometimes the challenges we face overwhelm those tasked to address them. I think we can utilize more participation for specific committees within our disciplines and be able to more effectively address the concerns of the division. I am a very driven and focused person, and I do not stop until the jobs are done. I communicate well and have to ability to connect with many diverse demographics. I also am very determined don’t let failure define me. I also am always looking to the future, what it holds, and how I can shape it. I also have experience with providing products to serve the growing new Chinese membership. Finally, I have design skills that I have been using for the division to make really sweet Convention branding and kickass t-shirts. Here are some links to the projects I am involved in:
PSIA Level 3, Children’s Specialist 2, Cross Country Level 2, Telemark Level 2, Current PSIA-AASI Western Division Board of Directors – President
As a full-time instructor for 31 years at Heavenly, I strive to create a safe, enjoyable lesson that includes making sure the guest feels valued, confident, internally motivated, passionate for their snowsport and wanting to return for future lessons. As I work to improve at this, I have been honored to earn “the Most Requested Instructor at Heavenly” three times.
I have a Bachelor of Science Degree in Business from Oregon State University
It has been an honor to be President of PSIA-AASI-W for the last three years. I believe my years of experience, listed below, working with the board, its committees, the PSIA-AASI-W staff, and the membership make me uniquely qualified to continue to serve on your PSIA-AASI-W Board of Directors.
Professional Ski and Snowboard Association Board of Directors 2004 – Present
- President PSIA-AASI-Western 2016 – Present
- Assisted in developing the new national PSIA-AASI Vision Statement, with the theme, “Create Lifelong Adventures Through Education”
- Assisted in organizing the Western Division’s annual Professional Development Day
- Participated in the hiring of our new Executive Director in 2017
- Worked with the division’s Board of Directors and staff to help PSIA/AASI-W grow to its largest number of members in the history of the organization.
- Executive Vice President 2010 – 2016
- Assisted all division committees as needed.
- Focused on overall division budgets.
- Education Foundation President 2011 – 2016
- Assisted in creating the Education Foundation Bylaws.
- Assisted in creating policy and procedures for the Education Foundation.
- Oversaw the fundraising and development for the Education Foundation.
- Determined the amount of funds available for scholarship and educational materials.
- Children’s Chair 2006 – 2010
- Organized the rewriting of the PSIA/AASI-W Children’s Level 1 workbook
- Assisted in making PSIA/AASI-W standards more consistent with new National Children’s Specialist standards.
- Promoted training for all Tech Team members about the Children’s Programs
- Rules Committee Chair 2004 – 2006
- Helped division create better tracking and understanding of who is participating in Continuing Education programs.
- Improved division ability to contact members delinquent in education in order to aid in motivating them to participate in our educational offerings.
PSIA Education Foundation Golf Event Chairman 2007 – 2016
- Raised more than $10,000 for the Education Foundation.
- Created a non-snow based event to allow members to engage with one another in a non-snowsport.
PSIA-AASI-W Presidents Council 2016 – Present
- Assisted in the formatting of the PSIA-AASI Vision statement “Create Lifelong Adventures Through Education”
I’d like to continue our efforts to provide educational opportunities that our membership wants to participate in: on snow clinics, in-door clinics, online training, and other programs—all with the goal of allowing you, our members, to succeed as professional instructors.
I believe PSIA/AASI-W needs to develop long term strategies and policies that provide an exceptional experience to our members today as well as the framework for an exceptional experience for our members and organization in the future.
I will advocate for PSIA/AASI-W to provide exceptional training to its present and future leaders. Our Board of Directors, office staff, Member School Directors, Education Staff, and Resort Trainers need to be provided exceptional training. Areas in which the office and the Board of Directors may seek training are record keeping, communication, accounting, marketing, human resources, payroll, operating as a non-profit, roles of a Board of Director, financial oversight, strategic planning, etc.