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20 / SEPTEMBER.OCTOBER.2016 RINKMAGAZINE.COM (An Excerpt from the Learn to Skate USA Director Handbook) RINK ISSUES Group Skating Lessons PHOTOS: USFS T eaching skating lessons is a service business where treating your customers is vital to your success. Group classes are about developing skills and giving skaters the solid foundation to build upon them. There are no shortcuts to good techniques. Taking the time to develop confidence on the ice is one of the greatest gifts you can give to your students that will guide them well in life. The size of your program means little compared to the quality service you give your skaters. All programs share four time-proven factors that foster success: 1. Tremendous staff—well trained and customer oriented 2. Marketing and promotions—more than just advertising 3. Outstanding customer service—from registration to re-enrollment 4. Superior delivery of the overall program Skating Director: What is the Main Role? The success of the program lies in the skating director's responsibility to implement, oversee and coordinate the execution of activities inside and outside the program offerings. From their extensive skating background and program knowledge, directors should design, manage, market and oversee all operations. Strong interpersonal, administrative, organizational and customer service skills are a must. Skating directors are also the bridge to the local skating club, hockey associations and other facility user groups. They will collaborate with one another to build and sustain strong relationships with all 'next step' programs. Specific Responsibilities: These can be adapted if there are other positions within the management company or facility employees who are assigned these duties (i.e., Director of Marketing). 1. Administrative Duties: • Schedule lessons, instructors and ice time • Coordinate and train instructional staff, set testing standards and procedures • Hold staff meetings and in-services • Develop all marketing materials and brochures • Facilitate a link between group lesson skaters and the "next step" programs • Organize special events • Any other activities which will serve to further the lesson program's purpose and mission 2. Membership Services: • Manage the records and database of your skaters • Maintain a current list of skaters and track their progression through the curriculum • Act as a resource for prospective and existing members 3. Public Relations: • Maintain contact with local media to raise awareness of ice skating and skating- related activities • Schedule events and promotions that will attract media attention • Advertise and market ice skating to the community Keys to Success in Group Lesson Programming The Value of a Great Instructional Staff Every staff member should feel valued in retaining skaters and keeping programs successful. Every member. They are constantly on the front line in directly communicating with your customers. Well-trained staff instructors understand rink policies, think safety first, and know technical skills. They also stay organized, dependable and punctual, flaunt a professional appearance, and go the extra mile to promote the program. In regards to compensation, pay attention to the regional market. The national pay average of group lessons is $25/hour. The range can start at 'no payment' for group lessons in exchange for a private lesson, and rises to $60/hour. Consider rewarding staff bonuses or perks for your instructors' loyalty and performance. The recommended compensation structure is a sliding scale based on these tiers and the staff member's experience, credentials and job performance. Tiers may vary program to program. The staff should have well-outlined incentives to move upward through these tiers if they aspire to do so. Recommendations for advancement benchmarks include skater retention, referrals, raises and/or bonuses. Employee vs. Independent Contractor Group lesson instructors are normally classified as employees of the program, while private lesson coaches are seen as independent contractors (this is not a hard, fast rule). If coaches are working in