TM
For exclusive use by the Ice Skating Institute Members.
Copyright 2009. All Right Reserved.
Section E:
Skating Director
Essentials
Section E: Skating Director Essentials
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Section E: Skating Director Essentials
Building an ISI Club from a
Learn to Skate Program
1) Set Goals
• Make a general list of goals
• Break them into short- and long term
Examples – Short Term: To create a new class for the next session geared for the most advanced
LTS skaters you have
Long Term: 10 skaters competing by end of season
2) Create a Plan / Review Existing Programs
Some questions to ask when developing a plan to build your program:
• Are you starting with a brand new LTS or an existing program?
• Is your basic Learn to Skate program structured and organized so skaters can advance and you can track them?
• Do you have a place for skaters who advance from the basic LTS curriculum?
• What about “special” groups such as teenagers or adults? How do they fit?
• Is your ice time structured and consistent?
(Examples: Learn to Skate followed by a freestyle? Only 1 hour of ice for all programs? Is your ice time consistent
throughout the year?)
• Draft as many guidelines as possible for your new competitive/club program …but be flexible to meet the growing
changes and demands as the club grows. Start thinking of these before your club forms such as cost of club membership, requirements for participation in competitions/ shows, fundraising.
Suggestions: For 1st Annual Show – include the first 10 competitors of your club to skate a solo
(regardless of level)
2nd Annual Show – Hold a lottery for Alpha – Delta solos… for each ISI event they compete
during the year they receive a ticket into the lottery. Higher than Delta, automatic solo, based on
how much time and skaters you have.
3) Make the Plan a Team Effort
• Keep your staff involved in the initial planning effort, ask for input/suggestions/support
(Ex. How will you handle coaches putting on skaters at competitions? Will they be paid by the ‘club fees’ or charge a
private lesson fee? All 1st time Alpha-Delta skaters can be put on at no charge)
• Communicate your goals and make sure everyone is on the same page
(Ex. You don’t want to lose group skaters to coaches for private lessons only… you need coaches that are committed
to the team concept)
• Hold parent informational meetings on new programs starting, special events, fundraising, etc.
4) Suggestions on Creating / Building More Advanced Programs
• Be creative with the skaters you have and create classes that fit their needs….any skater interested in joining your new
“advanced/intro to club, etc” classes should be included! Scout/recruit new skaters from every LTS session!
• Each session, try to “gather” the most advanced and interested skaters into the same class. This entire class can become the next “advanced” group!
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Section E: Skating Director Essentials
• Give an invitation, along with their test certificates, to all skaters who pass your LTS curriculum ….make them feel
special to join the next “level” of elite classes.
• Create a team atmosphere early on among the skaters (team events, team attire, team points)
• Include a first time ISI competitive program as part of the curriculum for 1st time “advanced class” skaters (skaters
in a group get the same music/routine and learn the program during class….use the last 10/15 minutes as a minipractice to allow each skater to run the routine on their own with the music)
• Don’t exclude/shelve skaters that do not want to compete at the moment… emphasize testing, and being part of
a team. Encourage ‘Jump & Spin’ & team events to skaters not interested in competing….some skaters feel more
comfortable with the idea of competing with someone, especially teens.
• Watch for private lesson “drop-outs”…don’t constantly rebuild…require skaters to take at least one group lesson
class each session to maintain membership…offer higher level group classes as your skaters advance.
Benefits to Requiring Participation in a Group Class
• Keeps contact with skaters/parents
• Ability to track skaters progress
• Ability to maintain consistency and quality of testing
• Fosters team spirit
• Skaters more likely to maintain interest
• Hold an annual show, or a mini-exhibition once or twice during the season or special events (such as an open
house)….this is a great place to get LTS skaters involved! Keep it simple…Ex, give costume “themes” so they can
wear their own clothes and help keep costs down to new participants.
• Teen Skaters can be a tricky group to keep happy and coming back.
• extremely self-conscious
• encourage team events (jump/spin, couples events)
• start with in-house events (exh/shows)
5) Market the Upgrades to Your Programs…..Plant the Seed To Grow!
• Show off your “new advanced programs” and their perks by having:
• in-house skill exhibitions
• testing/badge ceremonies
• photo poster or bulletin boards from new events/competitions, etc
• If the new advanced program is not held during your LTS hour, invite the new “advanced” skaters to come and
participate/exhibit in events you can hold during the LTS hour (open houses, holiday events, bring a friend, etc)
• Invite your LTS skaters to come to local competitions to cheer on your new competitors
• Find affordable team jackets early on... this is great advertising and makes the new “club” skaters feel part of a team
6) Helping the Skaters Transition to Competitions
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• Give new parents/skaters a handout outlining a typical competition day
(this is a short list of the information you can provide!):
• What hair and attire is appropriate…where can they purchase/borrow outfits
• How early they should arrive prior to their event, and how long they should plan on staying
(through awards, etc). Directions to arena?
• What extra supplies should they bring? (tights, laces, makeup, needle/thread, etc)
• Should they get skates sharpened the day before the event?
• Who will pass in their music?
• Who from the team will help ‘put them on’ the ice?
• A brief overview of good sportsmanship and conduct expected
• Do a practice competition run-through for new competitors…have them come with hair, makeup and dress ready
for last practice before comp
• Emphasize team points earned for the club (and not just individual placements)
Section E: Skating Director Essentials
7) Including Your Parents
• Scout out supportive, positive parents in your organization…involve them early as volunteers, they will become “role
models” and go-to people for new parents entering the club
• Make sure you communicate clearly and often regarding club news/information/updates so parents are not updated
through “word of mouth”
• Make a list of special services your club needs and put out a sign-up list
A few examples:
• Who takes great photos/videos?
• Who has press contacts or can write a brief press release?
• Can create or update a Web site? Create a flyer?
• Fundraising experience? Organize a bake-sale!
• Any PTA/PTO parent contacts for schools?
8) “Growing Pains” …..How Would You Solve?
• TEST….the new 4-letter word….how to avoid a “keeping-up-with-the-Jones-mentality”
(or otherwise known as the “My Child is Ready to Test Parent”!)
• Why does my son/daughter still need to take group lessons? Aren’t private lessons enough?
• The same 4 parents always volunteer…how do you involve others as volunteers?
• “My child is going to take the spring and summer off, which is fine, right?”
• The “virus” parent (otherwise known as the “stir-the-pot”, overly competitive, and too involved with everyone else’s
child” parent who spreads bad feelings and negative comments)
• One particular coach is requested over and over for privates while another very qualified coach is not. When the
coach asks why she is not requested, how do would you handle this?
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Section E: Skating Director Essentials
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Section E: Skating Director Essentials
Competition Director
Reminder
Of course you want your event to be fair, and a success, but when hosting
an inter-rink competition, it’s hard to be sure that everyone is following the ISI
competition rules and guidelines. We know you have plenty to do to
make the competition happen, so let us help you out!
All Competition Directors are required to send your skater/event list to our office
at least 2 weeks prior to the competition and we will verify the competitors’
information for you. We will then follow up with each participating facility to be
sure that all test and membership discrepancies are cleared up.
•Be sure the skaters are in fact current ISI members,guaranteeing
that they are insured while participating at your facility
•Be sure skaters are entered at their correct level
•Minimize complaints from parents and coaches
•Have skaters anxious to return again, knowing you’ve created as
level and as fair a playing field as possible for them
For questions or further information, please email Randy Winship,
director of skating programs and events at [email protected].
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Section E: Skating Director Essentials
Keys to Running a Successful Skating School
A strong ISI program combined with a highly competitive USFSA program can make
for a very successful ice skating program at your facility.
Information to customers
There is never enough information for your customers. Try to anticipate their every question (because there will always be yet
another one). Have space set aside your lobby where information regarding your programs can be easily displayed.
• Figure Skating and Hockey flow chart
- What are the basic steps in each discipline
• Frequently Asked Questions (FAQ) sheet
- Should I rent skates? What do I wear on the ice?
• ISI benefits sheet
• Offer benefits with the program
- Free public session passes
- Free skate rental
- Discounts in Pro Shop
• What to do the first day of class
- Where to meet the instructor
• Make up policy
- when and how many per semester
• Progress reports - hand out mid semester
- keep parents informed of child’s skating progress
• Bulletin board – post a calendar of the semester
Trained and enthusiastic instructors
Instructors are so important to running a good program. Perception is everything. Parents want to see their children skating,
moving across the ice, and having fun while learning. An animated and energetic coach will have customers returning every
semester.
• Use toys, markers, games to learn skills
• No more than (1) substitute on a class per semester
• On time every time & never any last minute cancellations
• Coaches in uniform jackets – easily identified
• Treats during holiday – stickers, coloring pictures
• Recitals – fun and different for last day of class
• Name tags or badges for each skater – coaches can call students by name
Know your customers, city and school district
Take the time to obtain pertinent information about your area. This information can be vital to offering appropriate class
days and times.
• Work around holidays and school vacations
• Do you have working parents?
- Set your days & class times around customers needs
• Park and Recreation classes
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Section E: Skating Director Essentials
Know your building
This pertains to basic customer service. Make it easy for your customers to come in and get ready for their skating class.
• Understand the design flow of your building
• Make on/off doors to ice easily accessible
• Skate Rental should be staffed with friendly people
• Clearly define where parents/friends can watch classes
Marketing & Revenue ideas
Any idea creative idea is worth trying at least once. In this business, you will ever know if an idea works in your area until you
try it. Here are a few that have been tried time and again and seem to produce some successful results:
• Re-enrollment discounts - % off price for re-enrolling during set time period
• Bring a friend night
- Create a beginner class for the friends, obtain mailing address for future mailings, give coupon
• Scouts programs
• Free-intro lessons – during weekend public sessions
• Day care classes
• Home school classes
• Create a class (6 friends-pick day/time)
• Give discount certificate to birthday party child
• Coffee Club for adults – daytime public with lesson
Tips for being an effective Skating School Director
Not to state the obvious, but a successful skating school begins and ends with an effective skating school director. An enthusiastic, knowledgeable, creative and patient person is needed to fill this job position.
• Be on the ice during classes
• Talk with parents – address concerns and questions
• Assist in classes when necessary
• Take time with a problem skater
- A few minutes of one on one attention can do wonders
• Keep coaches happy
- Class rotation, private lesson referrals, incentives, a simple thank you
• Comment Cards
- Find out how you are doing. Current customers need/wants
• Move skaters to appropriate classes & evaluate skaters frequently
• Be organized at all times
• Alphabetical rosters of all skaters in order to help “lost skaters”
• Have an off ice assistant the first day to direct skaters
• Make sure your school rules and policies are clearly stated
- Make up policy, Refund & cancellation policy
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Section E: Skating Director Essentials
Boost Your Business
With Badges!
O
ne of the things that has made scouting so popular
around the world, has the same thing to offer that the
ISI does – the opportunity to earn badges, marking accomplishments and milestones. Children are proud to show them
off on their sweaters, jackets and skate bags, while even grown
adults have been known to post them on bulletin boards and their
cubicle walls at work.
A strong ISI Badge Testing Program at your facility is an easy way
to encourage participation and retention, while increasing enthusiasm, private lesson business and practice both on public sessions
and freestyle ice.
How To Conduct An ISI Test Session
• Look at your rink calendar for an hour or two a month of “dead ice” time. If there isn’t anything
available at a reasonable time, Freestyle testing can also be done on a slow freestyle session slot and
Tot through Delta testing done on a coned-off end of a public session (this is a great marketing tool!).
When selecting dates, keep in mind the entry/test deadline of any upcoming ISI competition.
• Be sure to have a good supply of ISI badges on hand. These are easy to order using the Patch Order
Form available on our Web site. Then post signs! You can also use our poster or make your own badge
display including the requirements for each.
• Visit your skating school classes with a badge in-hand and explain how easy it is to get one. This is also
a great opportunity to review the required moves as a group or to suggest a private lesson.
• Have your skaters sign up ahead of time at the front desk at least a day ahead of time. This gives you
time to verify their ISI membership and to prepare a test form that they’ll be able to take home and put
in their scrapbook later. You can also charge each skater a nominal fee to test. The patches will cost you
$2.50 each, so charging something like $5 for the beginning tests and $10 for freestyle tests is perfectly
reasonable. Badge tests must be taken in order starting with the Pre-Alpha test, so many skaters will be
taking multiple tests if they haven’t done this before.
• Give all skaters 5-10 minutes to warm up. Then, while others continue to practice, take your youngest
or beginner skaters off to the side and ask them to show you their moves (before they get too cold).
Skaters can be tested one at a time or in small groups of 2 or 3. Too many at one time, however, makes
it look like another class and not like the special occasion that it is. Ask for volunteers. You will often
have skaters who are very anxious to show off for you! A freestyle skater, after passing the compulsory
portion of the test, will especially enjoy hearing their name and test level announced over the microphone before they skate their program, making others on the ice aware to yield right-of-way and inspiring those at the lower levels.
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Section E: Skating Director Essentials
• As the examiner, feel free to make encouraging comments to the skaters both verbally and on their test
paper. It is never recommended that an instructor test their own students so you may need assistance
from your other coaches, either on a volunteer basis or possibly at their class rate of pay. Most instructors view this as a special earned privilege, so encourage them to take their ISI certification exam and
be a part of this process.
• Remember, no skater “fails” an ISI badge test. If they cannot yet perform the required moves as stated
in the Skaters and Coaches Handbook, or their enthusiasm has caused them to sign up for more levels
than what they are ready for, the test is simply marked “incomplete” and will be finished at a later date
after more practice time. Successful candidates go home with a badge and a proud smile – anxious to
return again.
• Registering the completed badge test is free, and the test must be registered with the ISI office should
the skater want to compete, ensuring the “level playing field” that the ISI is known for, so send the
results in after each test session. This can be done using the registration postcards we supply, or by using
the Excel template that Kim Russelle in the office will be happy to send you. Upon request, additional
badges can be sent for each registered test, replenishing your supply and preparing you for the next test
session.
Be ready - Badge testing is contagious and your skaters will get “hooked”!
For questions or further assistance getting your program started,
please contact us at the ISI office.
2009-10 ISI National Skating Events
Start planning your schedule now —
the new competition season is right around the corner!
2010
Oct. 2-4
July 26-31
Feb. 12-14
Olympic Center - Lake Placid, NY
Entry Deadline: Aug. 15
New England Sports Center
Marlboro, MA
Entry Deadline: May 1
Anaheim ICE - Anaheim, CA
Entry Deadline: Dec. 1
Dec. 4-6
Fort Myers Skatium - Fort Myers, FL
Entry Deadline: Oct. 15
March 26-28
Miami University - Oxford, OH
Entry Deadline: Jan. 15
Please visit skateisi.org for entry forms and additional event details as they become available.
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Section E: Skating Director Essentials
Hiring and Training a Quality Staff
Tips on Hiring Instructors
QUALITIES TO LOOK FOR:
• Experience with groups, individuals, teams, show
choreography, off-ice training
• Good communications skills
• Flexibility
• Willingness to increase knowledge
• Willingness to be a team player
• Understands customer service
• Willing to give 100%
PERSONAL CHARACTERISTICS:
• Organized
• Dependable
• Friendly
• Positive attitude
• Takes initiative/able to self-direct
CONDUCTING AN INTERVIEW:
• Be prepared: Ask questions that bring out the applicant’s
background and experience.
• Determine skills: Ask for resume and references.
• Learn about the applicant’s accomplishments.
What makes this person a standout?
• Assess personal characteristics.
- Will this person fit in with current staff?
- What qualities will this person bring to
the position?
Tips on Training Instructors
BUSINESS SIDE
• Instructor responsibility
• Business of teaching
• Arena policies
• Employee boundaries
• Being professional
• Expectations of Director and Manager
• Continuing education
COMMUNICATION/CUSTOMER SERVICE
• Parent/Teacher confrontations
• Body language
• Everything we do is a reflection on us.
TECHNICAL SIDE
• Knowledge of ISI Program
• Standards of passing
• Teaching tips
• Class structure
• Teaching personality
• Body language
SAFETY
• Knowledge of basic First Aid and CPR
• Arena policies for evacuation and weather
related situations.
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EQUIPMENT
• Basic knowledge of boots and blades
• Resources in your area
Section E: Skating Director Essentials
Does Your Staff Know
What Their Responsibilities Are?
Classes
• Instructors will teach classes to which they are assigned.
• Instructors will make every possible effort to be there for the first and last week of a Skating School semester.
They will find substitute teachers for their other absences, not missing more than the amount allowed in any
given semester.
• Instructors will teach the curriculum designated to each class level.
• Instructors are responsible for the morale and welfare of their class students.
• Instructors are responsible for learning their students’ names.
• Instructors are to be sure that all students receive an equal amount of instruction in the group setting.
• Instructors are responsible for motivating their students and promoting team spirit.
• Instructors are responsible for continuous student participation. They will make phone calls to any student as
needed.
• Instructors will recommend and explain the advantages of purchasing their own equipment, promoting facility’s
Pro Shop for all purchases and upkeep.
• Instructors will use appropriate language and conduct their classes in a professional and businesslike manner.
• Instructors will be honest with parents as to the progress made by their students.
Promotion
• Instructors must conduct and/or participate in promotions and parties as directed by the
Skating Director.
• Instructors will concentrate on making classes fun (games) while also being sure that their students go home each
week having learned something new.
• Instructors will be available at least 5 minutes before and after group classes to socialize with students’ parents
and/or friends.
• Instructors will complete progress reports and participation certificates on time.
• Instructors will solicit individual private lessons from those class students not already taking them.
• Instructors will promote and recommend participation in all Skating School and ISI events.
• Instructors will solicit new enrollment and promote re-enrollment at all times.
Miscellaneous
• Instructors will maintain accurate attendance records in each class.
• Instructors will take clipboard and roster out to each class, returning it after class is over.
• Instructors will report to the Skating Director the names of any student attending class whose name
is not on roster.
• Instructors will complete all paperwork on time.
• Instructors will refrain from eating or drinking on the ice.
• Instructors may not sit on the wall or bench while teaching.
• Instructors will maintain a professional image at all times.
• Instructors are advised to refrain from excessive and/or unnecessary touching and hugging of students
during instruction.
• Instructors will wear the required attire while conducting lessons.
• Instructors will attend staff meetings.
• Instructors will assist with the upkeep and cleanliness of the rink and its pro’s room.
• Instructor will adhere to any and all policies, rules and regulations set forth by management.
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Section E: Skating Director Essentials
ISI Clip Art Available
What if you had access to professional illustrations for promoting your ice skating center – what
could you do? Now you can implement your exciting promotional plans because you have access
to ice skating art through ISI’s custom ice skating clip art program for only $500!
In addition to flyers, brochures, advertising, calendars and newsletters, you can put ice skating
clip art on many other fun things. Add art to postcards, coupons, tickets, posters, signs, place
mats and party invitations.
Be sure to add your clip art to your Web site. Tell kids that if they print out the art, color it
and bring it with them to your facility, they will receive a discount on admission, a free drink,
or some other incentive. Create a fun coloring contest to hand out at your facility. Copy your
clip art to a transparency and put it on an overhead projector.
Project the image on a wall to use as a pattern for decorating
your walls. For media and group sales kits, put clip art on
mailing labels. These labels added to a plain folder will
liven up your presentation package.
Now you can have fun and create lots of exciting
promotions because you can add professional
illustrations. You don’t have to pay the big
prices of a professional illustrator because you
can order your ice skating clip art package
from the Ice Skating Institute for a fraction of
what this art would normally cost. The art is
available on glossy stock paper and on diskettes
which work on most programs that accept TIF
art. Plus, you’ll receive suggested use ideas with each
clip art package. For more details or to place your order, call ISI or use
the order form available at www.skateisi.org.
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