Jan 28, 2015
Industry + Intelligence
Denver, CO
Jan. 29-Feb. 1, 2015
SIA Snow Show & Sourcing Show
Colorado Convention Center
Denver, CO
Feb. 2-3, 2015
On-Snow Demo/Ski-Ride Fest
Copper Mountain Resort, CO

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SIA Show Newsletter 1.2

Schedule Released for INDUSTRY + INTELLIGENCE – Start Planning Now For this Can’t-Miss Event!

Amy PurdyGet out your calendar and start planning because the final seminar schedule for January 28th’s INDUSTRY + INTELLIGENCE daylong educational event has been posted!

The newly released INDUSTRY + INTELLIGENCE seminar schedule will offer the day’s participants insight into the latest trends, consumer behavior, retail data, design/production, digital marketing, social media, and customer connection. Complementing the diverse and industry-focused list of session offerings, 2014 Paralympic Bronze Medalist Amy Purdy will offer the evening’s keynote address, The Power of Imagination.

The day will begin with the highly popular Category Research Seminars presented by SIA’s Director of Research, Kelly Davis. Davis will also share the initial results of the Downhill Consumer Intelligence Project (DCIP), a groundbreaking new view into snow sports consumer behavior that will enhance participants’ understanding of the market and help them make decisions for the season and beyond.

Lunch will be provided to all INDUSTRY + INTELLIGENCE attendees with keynote speaker Brad Montgomery presenting Profiting from Happiness. As an author, comedian, magician and professional speaker, Montgomery makes the case for happiness as a tool for economic growth. In his interactive presentation, Montgomery teaches specific techniques designed to increase job satisfaction, which can translate directly to better performance.

The detailed list of INDUSTRY +INTELLIGENCE breakout sessions include seminars on increasing sales, connecting with customers, strategic use of social media, product development and more. Highlights include the Wealthy Retailer series, which offers a free assessment at the beginning of the day and then guide retailers through various tracks that will help them improve their bottom lines and decision making; the Birds and the Bees of Production series will give production professionals strategies for brand creation and product design; and Growing Snow Sports- Attracting Brad Montgomery skiing with his son.Today’s Time-Starved Consumer will feature SIA President David Ingemie joined by representatives from NSAA and NSSRA. They will host a panel representing all four areas of the industry to discuss the current climate of our industry and how to best prepare for the years ahead.

A major highlight of the day is keynote speaker Amy Purdy’s presentation, The Power of Imagination. Purdy is the top ranked adaptive snowboarder in the U.S., a three-time World Cup Para-Snowboard winner and 2014 Paralympic Bronze Medalist. In her inspiring presentation, Purdy talks about the power of imagination, and explains how our lives are not determined by what happens to us, but by the choices we make. 

During INDUSTRY + INTELLIGENCE, The ASSEMBLY will also convene for its annual forum for mountain tourism industry’s stakeholders, and job seekers will flock to the annual Shmooz industry job fair, hosted by SIA and Malakye.com. To wrap it all up, the All-Industry Nite will feature several industry-only parties and events throughout downtown Denver.

Daytime/evening events and seminar planning will continue with additional information and updates can be found at the INDUSTRY + INTELLIGENCE section of the Snow Show website at SIAsnowshow.com/jan28. Follow SIA on Facebook and join the conversation about INDUSTRY + INTELLIGENCE on Twitter using #SIA15intel.

Another Successful On-Snow Demo is On Tap for 2015!

After a record breaking attendance at the 2014 On-Snow Demo/Ski-Ride Fest, we’re so excited for another incredible year at Copper Mountain. The On-Snow Demo is held each year in cooperation with the Western Winter Sports Representatives (WWSRA). "With a year under our belts at Copper Mountain we have worked out the kinks and we couldn't be more excited to be back at Copper this year. We have no doubt this year's On-Snow Demo is going to be a smooth experience for everyone that heads up to test product, get some fresh air and great turns,” commented WWSRA President, Morgan Turner

NEW this year, a Demo pricing structure will allow attendees to customize their experience by paying for specific services. The 3-tiered pricing options include lift tickets, transportation and food, starting at $15 for a basic package, including a 2-day lift ticket and Monday night happy hour. Click here for more details on registration and pricing optionsTiered pricing packages are only available with pre-registration. Onsite registration package, or Blue Square, is priced at $75.

On-Snow Demo Pricing Packages

NEW this year, the Demo will also play host to Rhythm Rally, a banked slalom race to benefit Adaptive Action Sports (AAS) winter programs. The Rhythm Rally banked slalom will include teams of five with a minimum of one woman per team. Race registration begins December 15 at www.adacs.org and open to the public, but registration priority will be given to Demo attendees. AAS will also host a post-race party at Copper’s Incline Bar & Grill with a special musical guest. Adaptive Action Sports, based in Copper Mountain was co-founded by U.S. Paralympic snowboarder Amy Purdy in 2005. AAS encourages individuality and creativity in participants, while building independence and self-confidence through action sports. Amy Purdy will also be a keynote speaker at the Snow Show’s INDUSTRY + INTELLIGENCE gathering on Jan. 28th.

Book Your Lodging Now for the On-Snow Demo Ski/Ride Fest & Register!

John Agnew, The Boarding Haus Durango, CO.“It’s great to test the snowboards on snow to understand what we’re buying. After suppliers explain the new tech at the Show, we can see if it works in real-life applications. It’s really important to believe in product you’re selling.   It’s also a great opportunity to build relationships and have some fun. We work really hard all year, and the trade show is booked solid with appointments. The demo is a chance to let loose.” John Agnew, owner of The Boarding Haus, Durango CO


Hotels are selling out quickly – book now for your first choice of rooms and locations. Click here for On-Snow Demo hotel rates and reservations!

Register now for the 2015 On-Snow Demo Ski/Ride Fest* at Copper Mountain Resort:
New for 2015, we’re offering a la carte pricing, so you can pay for only what you’ll use.

Contact WWSRA’s Cami Garrison at Cami@wwsra.com to exhibit at the 2015 On-Snow Demo.
*Demo testing only open to buyers and media

Over 50 Exhibitors Set for Sourcing Snow. New For 2015, Sourcing Snow Will Offer Production & Design Themed Seminars on the Show Floor

Sourcing SnowNow in its third year, the 2015 Sourcing Snow Show has added a brand new feature - the addition of several educational seminars offered specifically to help inspire your production and design staff. Seminars will kick off at Industry + Intelligence on Wed, January 28, with The Birds and Bees of Brand Creation and Protection followed by The Birds of the Bees of Product Design and Technology Protection

Additional sessions will be held inside the Sourcing Snow area during the show, including: Picking the Right Line With Your Intellectual Property Strategy, Outside-In Planning: Tools and Techniques for Strategic Line Planning and Tools for the Fuzzy Front End of Product Development as well as sessions focusing on trends and specific product technologies.

“Sourcing Snow has given us the opportunity to interact with a broad range of snow sport and lifestyle brands. The casual atmosphere lends itself well to not only meet with apparel manufacturers, but also other raw material suppliers who have the same eco-friendly approach as Sympatex,” commented Stephen Kerns, VP & GM of Sympatex.

Sourcing Snow Guide2015 Sourcing Snow attendees will notice an increase in Asian suppliers exhibiting, with trade groups CIEC and TITAS advocating its members to attend. New exhibitors include Hong Kong’s Th Zipper and EU Design, Taiwan’s Universe Fashion Accessories, Vietnam’s Blue Saigon, and Chinese supplier Keensun.

Sourcing Snow continues to grow each year and is currently seeing over a 50 percent increase in exhibitors from 2014, with more exhibitors expected to sign on in the months ahead.  Additional information and a complete 2015 Sourcing Snow exhibitor list can be found at SIAsnowshow.com/sourcing. Also new this year is the pre-show Sourcing Snow Guide, featuring contact listings for all exhibitors to date. Download the guide here

Thursday, January 29   9A – 6P
Friday, January 30   9A – 6P
Saturday, January 31   9A – 6P
Sunday, February 1   9A – 1P


Hotels Are Selling Out Fast - Book Now For the Best Rates and Locations


It’s time to spring into action - 8 of our 19 hotel blocks are already sold out! Book quickly to get the best rates. Check out SIAsnowshow.com/hotels for a listing of available locations and reserve today!

On-Snow Demo hotels need to be reserved separately. Book your On-Snow Demo reservations at Copper Mountain TODAY!

The Shmooz Brings Networking Opportunities For Job Seekers At The Show – Get Involved!

The ShmoozMalakye.com brings industry employment opportunities directly to the source – the 2015 Snow Show. The Shmooz, Malakye's version of a job fair and professional networking event, brings together some of the most coveted brands in the snow sports industry to meet enthusiastic jobseekers. It’s free for both exhibitors and attendees and is located in a high-traffic area of the convention center. It’s a great way for companies to find new talent for current and or future job opportunities – if your company would like to be involved, click here or email Chad@malakye.com.


2015 Icelantic Winter On The Rocks Will Bring Major Lazer, Damian Marley and Holy Ghost to Red Rocks Amphitheater Friday, Jan 30

Icelantic Winter On The RocksOskar Blues BreweryMajor Lazer, Damian Marley and Holy Ghost are coming to your favorite outdoor winter venue for 2015! As a member of SIA, you have access to an exclusive pre-sale for tickets to Winter on the Rocks 2015 - get your tickets now and we'll see you soon at #WOTR!

Feeling lucky? Enter to win two tickets to WOTR 2015 in the Road To The Rocks contest with Icelantic and Oskar Blues!

TransWorld SNOWboarding Riders Poll Awards Set for Friday January 30

TransWorld Snowboarding Riders Poll AwardsOne of the most popular after hours events at the Snow Show returns for 2015 with the 16th Annual TransWorld SNOWboarding Riders’ Poll Awards. On Friday, January 30th, friends will get together, athletes will take the stage, and winners will be awarded at the Ogden Theatre, Denver, Colorado. For more on TransWorld SNOWboarding and the prestigious Riders’ Poll Awards, stay tuned to www.transworldsnowboarding.com and get connected to the Facebook, Twitter, and Instagram feeds at @TWSNOW, #RIDERSPOLL16

Preliminary Seminar Schedule is Released: Mark your Calendar Now to Include These Great Educational Opportunities!

Highlights of the 2015 Seminar Schedule have been released, including new production-oriented sessions at Sourcing Snow as well as many can’t miss opportunities to hone your digital media skills, learn about SIA’s non-profit partners, and streamline your business processes. Remember that the Show kicks off with a full day of educational opportunities at INDUSTRY + INTELLIGENCE on Wed, January 29. The sessions won’t stop there, though – seminars and panels will continue to be presented throughout the Show, with many must-see subjects covered.

The list of seminars continues to grow and will be posted at SIAsnowshow.com/seminars in the next few weeks. The current list of 2015 seminars includes:

Meet the Press: How to stand out and secure earned media coverage
In a continually evolving media landscape, it’s important to know what’s appealing to the people you want to be telling your story. Hear it directly from them, as Mfa moderates a panel of highly sought after journalists. The discussion will revolve around generating media coverage, allowing you to gather insights on what media are looking for, trends they are seeing, how they like to be pitched, how emerging brands can grab their attention and the importance of social media. Panel moderated by Caroline Andrew, Mfa Marketing & Communications

Working Capital Strategies:  Grow on the Snow
US Bank and LSQ Funding Group will host an open forum on how to best obtain working capital in a growth environment.  US Bank and LSQ will have commercial bankers on hand to answer all lending and growth strategy questions. Presented by US Bank and LSQ Funding Group

How Learn to Ski and Snowboard Month/Bring a Friend Can Help Generate New Customers
Learn to Ski and Snowboard Month/Bring a Friend partners have introduced more than a half million newcomers to skiing and snowboarding. Last year, the initiative generated nearly 320 million media impressions for learning the sports. This grassroots initiative offers partners resources that lead to trial and retention and help educate newcomers about "best practices." Find out how the initiative van help you attract newcomers and turn them into lifetime enthusiasts. Presented by Mary Jo Tarallo and Raelene Davis

#KnowYourPark: A Film Presented by the High Fives Foundation
#Know Your Park” is filmed and edited in a documentary format to educate snow sport athletes of all ages about the inherent risks and rewards of skiing and riding within the Terrain Park. Five core values will be presented within the film: Know Your Protection, Know Your Conditions, Know Your Terrain Park Features, Know Your Ability and Know Your Etiquette. These core values are the building blocks that will help to educate athletes and promote smart decision-making. Presented by Roy Tuscany, High Fives Foundation

Displays on a Budget: Simple DIY Ideas That Won't Break The Bank and are Easy to Create.
There's no shame in dumpster diving when it comes to visual merchandising. Actually it's a big trend amongst retailers large and small these days. See inspirational photos of recycled and DIY display ideas in action. Plus a resource list to keep you inspired including crafty blogs to follow.  Presented by Ali Levy, SIA Merchandising Consultant

At Rental World:
Fitting Rental Boots (Ski/Snowboard): The 5-Minute Miracle
Boot fit gurus reveal how to get renters into the right size and right frame of mind in the most efficient way possible. Presented by an Industry Power Panel by SAM Magazine

At the Blue Bird Social Zone:
Getting Started:  Digital Marketing Made Easy For Small Business
Do you know you need to incorporate digital marketing into your company's marketing plan, but you are unsure of how to start?  Are you looking for an introduction to digital marketing so you can make better decisions for your business?  C1 Partners will walk you through the key pieces of the digital marketing process you need to know so you are better prepared to grow your small business.  Presented by Dan Stratford & Dan Smink, C1 Partners

Converting web traffic into customers:  Omnichannel trends in the outdoor industry
This session presents real-world examples of how outdoor brands have enhanced their online presence to drive more traffic and increase conversion rates for sales.  We'll explore integrated inbound marketing techniques, ecommerce trends that address channel conflict, and the growing importance of mobile commerce. Presented by Ben McKinley, Cascade & Adam Lewis, Fohorn Labs

At Sourcing Snow:
Picking the Right Line With Your Intellectual Property Strategy
Identifying, developing and implementing an intellectual property strategy to advance business goals.  The presentation will be suitable for companies of a variety of types and sizes and will specifically address obtaining and enforcing rights in the areas of patents, copyrights, trade secrets, trademarks and trade dress. Presented by Peter Malen

Tools for the Fuzzy Front End of Product Development
The fuzzy front-end is that period of the product development process that starts with strategic planning and ends with a clearly-defined development project worthy of formal, funded development. Whereas the latter phases of the product development process are typically clear and predictable, fuzzy front-end activities are often chaotic and unpredictable. This presentation will explore 20 or so commonly used tools, methods and approaches for tackling this spongy area of product development and discuss their benefits and limitations. Presented by Pete Frickland, Concurrent PD

The Seminar Schedule continues to be updated and will be posted at SIAsnowshow.com/seminars in the next few weeks. In the meantime, you can view or download many of the 2014 Seminars to help you plan which seminars you’d like to attend at the 2015 Show!

Bro’d To SIA Returns for 2015 with a New Canadian Twist: Lucky Shop Employee Can Win a Trip To The Show Through Skiing Magazine & Transworld Business

Bro'd to SIASomeone’s about to get Bro’d to SIA! Starting December 3, TransWorld Business and Skiing Magazine in partnership with SIA, will open the Bro’d to SIA Contest, giving one lucky shop employee, ages 21-25 only, an all access trip to the 2015 SIA Snow Show.

The winner will get air, hotel and an all-access pass to the Show and the On-Snow Demo for three nights between January 29 and February 3, 2015, giving them a chance to learn more about the sport you love, meet the people behind the brands you carry, and learn more about SIA. The Skiing Magazine and TransWorld Business Bro’d to SIA starts December 3 – December 17. Info coming soon!

Spread the word to help the Next Generation build a career in the ski/snowboard industry, because the road to a better understanding of what goes on behind the curtain begins at SIA.

SBC BusinessNew this Year, the Canadian Bro’d to SIA. In partnership with SBC Business, two Canadian shop employees can win a trip to the SIA Show. Details coming soon. Contest starts December 3 – December 17.

Why We Go to the Show: New Exhibitor Q-and-A With DOWP Snowboard Group

DOWPDOWP Snowboard Group is a brand new SIA Member and a first time exhibitor at the 2015 Snow Show. We’re always thrilled to welcome a new company on board and we can’t wait to see DOWP’s handmade snowboards at the Show. DOWP was founded in 2013 by Julian Caler and David Yerton, as they dreamed up a plan to handcraft snowboards that reflected their love of riding in the San Juan Mountains of Colorado. We caught up with Julian to hear more about DOWP’s story.

Julian Caler, DOWP

SIA: Please tell us little bit about more DOWP – how old is the company, how did it come about, and what’s the philosophy behind it?
Julian: In our minds DOWP has been around for a very long time but, as the world knows we are in our first year of production. David and I both grew up in Pagosa Springs (heart of the San Juans) but coincidentally, didn’t meet each other until college in Steamboat Springs.  David had his mind on making snowboards his whole life, and DOWP was the name he used whenever he talked about it. We both finished business and ski business associates at CMC. He went on to finish his bachelors in business and engineering. I went immediately into the industry working for a ski boot company as a salesman for 3 years. We kept the idea the whole time we were apart and as soon as he graduated I quit my job and we started writing our business plan. We moved back to the San Juans presented our plan and secured our futures as this industry’s DOWPEST snowboard manufacturers.

SIA: Do you think your location in the beautiful San Juans informs or inspires your work? In what way?
Julian: The San Juans are very special to us. Wolf Creek has been our home away from home for 15+ years. Collectively we have snowboarded at tons of ski areas all over the US and the world. We both still agree we have not had better snow under our feet than when in the San Juans. We had options on where to start the company but we both decided it would be wrong to start it anywhere else. That’s when we decided to just be “Homemade in the San Juans.”

David Yerton, DOWPSIA: How did you decide that the time was right for you to exhibit at the Snow Show?
There are many companies that get involved in the industry that don’t really do anything different than the company before them. We didn’t want to break into the industry unless we had something different, something that was going to turn heads, and hopefully something that would change the way consumers thought about snowboarding. We have worked on this new design and construction and are ready to become a positive addition to this industry. 

SIA: What are your goals for the Show, and what are you hoping to get out of your time there? Is there anything specific that will make you feel like it has been a success for you?
Julian: I remember interning for Liberty Skis and Nordica at SIA when I was 18 and 19. Now I am going back there representing DOWP as a brand that David and I built from scratch. The fact that we are going to SIA is our feeling of success. Success in business has a tremendous bearing on “who you know” so you can get out your ideas to the people about “what you know”. SIA puts all those “who you know people” in the same room all at once. So one of our goals is to reach out and create rapport with any and all about “what we know”.

To find out more about DOWP, stay tuned for their upcoming website at DOWPgroup.com. And be sure to visit DOWP at the Show at the CRAFT @ SIA booth.

The SIA Show Newsletter is sponsored by Dupont Teflon® Fabric Protector Shield & Clean Portfolio.



“The Show was awesome! Tons of traffic and excitement, which we were really excited about. We’ll be back every year moving forward. We’ve gotten new business from being here, and as a launch year, it’s been absolutely great.”
Tracy Bordwell, Creative and Technical Design, Fate Clothing

"As a snow-sports journalist, I find the SIA Snow Show to be an invaluable resource. There's nowhere else I can survey all of the latest gear and get face time with interesting suppliers, retailers, athletes, and other industry movers all in one place."
Sam Bass, editor-in-chief, Skiing Magazine

“You have everyone in one place, so you can see everything you need and get an idea of where trends are going. It’s a good overview of what’s going on in the industry. Last year we picked up a couple new lines that I wouldn’t have necessarily picked up had I not gone to SIA. The Show gets you psyched.”
Jim Slanetz, Owner, Board Bin, ID

“From our standpoint, our line has gotten larger each year, and the exposure at the Show is huge. There are so many people here and this Show seems to grow every year, it’s really beneficial for our sales reps to be here.”
Carrie Crogan, Trade Show Coordinator, Under Armour

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