To renew his ski instructor license in his alpine hometown of Martinszell, of course.

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Some 30 years ago I was with a ski instructor atop Ajax Mountain in Aspen, before all the condos were built.

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Sometimes national ads are reshot to suit a particular audience: "My Life, My Card" from American Express, for example, features a ski instructor in Vail and a music store owner in Aspen.

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On the other hand, if a fresh steak is just what the ski school instructor ordered, sneak into Sidecut in the Four Seasons hotel, where hefty cuts of meat are accompanied by an incredible range of spice blends and specialty sauces.

BBC: Haute cuisine hits North American slopes