Deer Valley Resort has hired Rob Sogard as director of skier services. Sogard succeeds John Guay, who retired in July. Sogard has spent much of his life in the ski industry. He grew up playing and working in his family’s ski-shop in Illinois and started teaching skiing and coaching in high school. In 1987, he moved to Utah to attend the University of Utah. He began as an instructor at Snowbird and it turned into a 34-year career there. Over the years Sogard managed every part of Snowbird’s Ski School operation. In addition to being selected to serve on the Professional Ski Instructors of America’s (PSIA) National Alpine team for 20 years, Sogard was also the co-author and project manager for the current PSIA educational manuals. While on the National Alpine team, he served eight years as a team member and 12 years as head coach.