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 1.1

Inaugural INDUSTRY + INTELLIGENCE Daylong Event Announces Amy Purdy as Keynote Speaker

Amy PurdyOn January 28, INDUSTRY + INTELLIGENCE is the place to be. This opportunity gives you and your colleagues a day to prep for the Show with free* market intelligence, industry education and keynote inspiration.

We are extremely honored to announce 2014 Paralympic Bronze Medalist Amy Purdy as our keynote speaker. The incredible optimism and energy Purdy brings to her presentation makes this a can’t-miss event. Be sure to invite your staff and make plans now to attend INDUSTRY + INTELLIGENCE so everyone can benefit from insights into the latest trends, consumer behavior, retail data, design/production, digital marketing, social media, and customer connection.

SIA's Director of Research, Kelly DavisThe day will begin with the all 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 change your perception of the market and help you make decisions for the season and beyond.

Lunch will be provided to all Industry + Intelligence attendees with keynote Brad Montgomery presenting Profiting from Happiness. His philosophy will teach us how to use happiness to boost productivity, creativity, innovation & sales. Harnessing the power of happiness in the hands-on experiences he presents can be used in both our at-home and work lives.

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 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.

Amy PurdyOf course, a major highlight of the day is the presentation by keynote speaker Amy Purdy, who is currently a motivational speaker and most recently appeared with Oprah Winfrey on her Best Life Tour. Purdy is the top ranked adaptive snowboarder in the U.S., a three-time World Cup Para-Snowboard winner and 2014 Paralympic Bronze Medalist. Three days after winning a bronze medal at the 2014 Sochi Paralympics Amy became a breakout star and an eventual runner-up of ABC’s Dancing with the Stars.

Amy Purdy“Snowboarding has been a part of my life since I was a young girl,” Purdy said. “My passion for riding carried me out of my darkest days, around the world, and onto the Podium at the Paralympic Games. I’ve been coming to the SIA Snow Show since the very beginning and I know this event is packed with people who share my passion for snow sports. I’m honored to be invited to share my story and am looking forward to an amazing few days in Denver.”

During INDUSTRY + INTELLIGENCE, The ASSEMBLY will also convene for its annual forum for mountain tourism industry’s stakeholders. “Bringing The ASSEMBLY to SIA’s Snow Show has proven its value to the Resort/Travel side of the industry and is now being enhanced and expanded to create an agenda and social events that are broader, deeper, and more exciting to better meet the needs of participants,” said Ralf Garrison, whose research company, DestiMetrics, produces The ASSEMBLY.

In addition, job seekers will flock to the annual Shmooz industry job fair, hosted by SIA and Malakye.com, connecting the unemployed with potential snow sports-focused employers. And 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. Follow us on Facebook and join the conversation about INDUSTRY + INTELLIGENCE on Twitter using #SIA15intel. INDUSTRY + INTELLIGENCE is a $295 value that is included free with your Snow Show registration. Registration and hotel blocks are open at SIAsnowshow.comRegister Now!

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

In its first year at Copper Mountain in 2014, the SIA On-Snow Demo/Ski-Ride Fest hosted a record number of attendees at its new location. We’re looking forward to another incredible Demo for 2015, offering hundreds of 2015/16 skis, snowboards, boots, poles, helmets, and accessories for buyers and media to compare side-by-side. After all, getting out on the snow is what everyone at the Show is looking forward to - after seeing everything in Denver, it’s great to get up in the mountains, check out the gear performance, and enjoy some turns with your colleagues.

Check out the new a la carte pricing below, giving you the freedom to pay for only what you’ll use at the Demo. All a la carte pricing applies to pre-registration only. On-site registration is $75.

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.

On-snow Demo Pricing

2015 On-Snow Demo/Ski/Ride Fest Hours:
Monday, February 2, 9A - 3:30P
Tuesday, February 3, 9A - 3:30P

*Demo testing only open to buyers and media

Book Your Hotel Now For The Best Denver Locations and Prices!

Book your hotel now before the best rooms and rates sell out. Rooms are still available for as low as $124, but al lot of hotels are already fully booked, so it’s time to get busy! Check SIAsnowshow.com/hotels for a listing of available locations and rates.
On-Snow Demo lodging need to be reserved separately. Book your On-Snow Demo reservations at Copper Mountain ASAP. See above for Demo pricing and information.

New Offerings, Curated Exhibits and Special Events Come Together as the Energy Builds for the 2015 Show

As the snow begins to fall, planning continues and the energy builds for the 2015 Show! Register now so that you can start planning your time in Denver wisely – there are so many events and exhibits, both new and old favorites, to attend - as well as great educational and social opportunities. Mark your calendar and start planning now so you don’t miss out!

Here are just a few of the things we’ve got in the works - be sure to check out SIAsnowshow.com for all the latest:

Protect Our Winters Breakfast
POW founder, Jeremy JonesOne of the most powerful presentations at the 2014 Show was Jeff Goodell’s keynote speech about climate change at the POW Breakfast. Join Protect Our Winters for another compelling presentation and opportunity to learn about POW’s mission. “We’re really looking forward to the breakfast on Friday morning of the Show,” said Chris Steinkamp, POW Executive Director. “Count on a keynote speaker with a fresh perspective on climate change; someone who we know will be a catalyst to mobilize the winter sports community to lead the fight with us. Based on the tremendously positive reaction from last year’s breakfast and presentation, we’re very excited for year two.”  Mark your calendar now for the POW Breakfast on Friday, Jan 30, 7:30-9A.

OIWC Keynote and Leadership Awards Presentation
SIA attendees are invited to join the Outdoor Industry Women’s Coalition on Day 3 for a light breakfast and the annual Keynote and Leadership Awards Presentation that features a guest speaker and honors two outstanding women in the industry with the Pioneering Woman and First Ascent awards. OIWC’s Keynote Presentation provides a platform for industry leaders to share best practices around business strategy, sustainability, innovation, and leadership diversity in the workplace. For more information, visit OIWC.org. Mark your calendar for Saturday, Jan 30, 7:30-9A.

Debuting in 2014 and featuring small US-made brands, CRAFT @ SIA was a huge hit in its inaugural year. It returns for 2015 with all the handmade precision, homegrown vibe, and craft beer that you fell in love with last year. Find details on CRAFT @ SIA at SIAsnowshow.com/craft


Rental World/Backshop and Uniform Gallery
Rental World/Backshop and Uniform Gallery, presented by SAM Magazine, returns to give buyers a focused look at some of the most fundamental aspects of snow sports growth and participation: the tools for excellent service, properly functioning equipment, and a great example on the mountain. Find details on Rental World, Backshop, Uniform Gallery at SIAsnowshow.com/rental

Universal Sports Network Takes Snow Sports Enthusiasts Inside the Industry's Largest Trade Show with 2015 SIA Snow Show. 
Universal Sports NetworkPremiering on February 20, 8P-9P ET, Universal Sports Network presents 2015 SIA Snow Show, an exclusive, one-hour TV program featuring the latest trends, technologies, product lines and fashion from inside the industry's largest trade show. The 2015 SIA Snow Show is a must-watch guide for consumers taking the enthusiasts behind-the-scenesconnecting them with the newest products from you. Universal Sports will visit booths and conduct onsite interviews at the Snow Show and at the On-Snow Demo at Copper Mountain.

OIWC Happy Hour
Enjoy a good brew and mix as we bring Day 1 to a close at this happy hour benefitting the Outdoor Industries Women’s Coalition. All OIWC members and guests are welcome to stop by to chat with friends, meet new colleagues, and participate in an amazing gear raffle! Women’s Lounge, Show Floor, 4:30– 6P.

The Women’s Lounge
Over 30% of snow sports participants are women and that number keeps growing with retail sales of women’s gear increasing season after season and more and more women in higher management company positions. This year, the Women’s Lounge is located on the Show Floor bringing the women in the industry together to a place unique. This specialty lounge allows professionals from across the industry to relax, exchange stories and catch up away from the bustling booths.  In addition, there will be women’s gear and apparel merchandised for lounge visitors to get a closer look at the latest trends. The Lounge is open trade show hours and offers comfortable seating areas. Learn more about the Women’s Category in Snow at SIAsnowshow.com/curated.

Our event calendar and all Show plans are continually evolving, so keep checking SIAsnowshow.com for the latest information.

Why We Go to the Show: Jesse Murphy of VT North Ski Shops and the High Fives Foundation Reflects on his 2014 Show Experience

Jesse Murphy, VP of operations, VT North Ski ShopsJesse Murphy is the VP of operations at VT North Ski Shops in Warren, VT. It had been a while since VT North had come to the Show, so we were thrilled when they registered for the 2014 Snow Show. It was an extra bonus that Jesse, who is on the Board of Directors at the High Fives Foundation, brought a great seminar on helmet safety to the Show as well. High Fives is a non-profit foundation that raises money and awareness for winter sports athletes that have suffered life altering injuries while pursuing their sport. The High Fives Foundation's mission and initiatives are very close to home for Jesse- as a young pro skier he suffered a C-spine fracture. Fortunately he was able to fully recover, but it was life altering, and led him to get involved with the foundation. We checked in with Jesse to get his impressions about his first time back at the Show in years, and to see what’s new with High Fives.

SIA: After several years away, we were so happy to see that VT North came to the 2014 Show. What made you decide to make the trip?
JM: It was the first time in a long while that VT North had gone to the Show. We usually go to regional shows, but we thought it would be good to reconnect with national level VP’s and sales managers and renew some of those relationships. We also wanted to get a feel for what’s going on a more national scale – it’s an impressive show, and it gives you a bigger gauge of what’s going on.

VT North Ski ShopsSIA: What was your impression of the Show? Did you feel like it was successful and worth the time away from the shop?
JM: Absolutely, we loved being there- it was really great to be able to see everything in one place. I like being able to see some of the smaller brands and also to be able to finalize some decisions with the updated colors and other details. In general I thought it was really well set up and easy to navigate and was definitely a success for us. The fact that it’s in the mountains is great. I love Denver- it’s a real setting and it makes sense. And the fact that it snowed last year during the Show was perfect. It just seemed right. I also liked being a part of the excitement of it- walking in last year and the first thing I saw was the US Ski Team presentation, with Doug Lewis up there, it was great. It puts you in the middle of what our industry is about on a global scale, which is so important to remember.

SIA: Any changes you’ll make for 2015?
JM: It was a tremendous success for us, both for High Fives and VT North. We wouldn’t miss it in 2015. I think we’ll go at it in the same way, except we’ll add on a demo day at Copper so we can do some testing, get on snow with some of the people we’ve seen at the Show, and have a chance to spend some more time.

High Fives FoundationSIA: Tell us about how the High Fives Foundation is doing, and what’s new.
JM: The foundation is taking off. There’s a lot of positive momentum and new stuff we’re doing. The most recent is our Know Your Park terrain safety and awareness video piece. It’s brought by Nick Geopper and Bud Keene, so these are people you can relate to and get really inspired by. We’re starting to present it to schools, from elementary to college, and it’s being really well received. We’ve also already surpassed our yearly goal of $620,000, so we’re seeing that whatever goals we set, we can surpass them, and that this is something that people really want to get behind. We’ve already given out grants to 62 athletes to date and we’re just happy that we continue to grow and have the ability to spread the word and fulfill the High Fives mission.

Click here for more information about the High Fives Foundation. High Fives will be presenting a seminar at the 2015 Show, so stay tuned to SIAsnowshow.com/seminars for updates. Check out the latest in their B.A.S.I.C.S. video series, #KnowYourPark:

Sourcing Snow is Your Brand’s Opportunity to Discover New Materials and Find Design Inspiration

As Sourcing Snow becomes an annual must-do for many production professionals, manufacturers are planning their strategies to make sure they see everything and meet their goals.

We asked Kadrian Whisenhunt, Raw Materials Manager-Lifestyle, Spyder Active Sports, about her plans to attend Sourcing Snow, and how she goes about making the most of her and her colleagues’ time there.

Kadrian Whisenhunt, Raw Materials Manager-Lifestyle, Spyder Active SportsSIA: What’s a good plan to have in place before attending Sourcing Snow?
KW: We take this time to meet with our current vendors as well as to take a look at any new attendees with novelty product that could be a good fit for Spyder

SIA: Who attends Sourcing Snow with you?
KW: Our Raw Materials Teams, both Technical and Lifestyle divisions as well as our Product Development teams for all Divisions, Men’s, Women’s and Kid’s – both teams attend daily.

SIA: What does your team gain from attending Sourcing Snow?
KW: This is a time for us to touch base with our regular vendors and trouble shoot any last minute programs for the season. We are also looking to fill Raw Material holes in the collection during the Show & Sourcing Snow. 

SIA: Any new inspirations you see at Sourcing Snow that you don’t see elsewhere?
KW: I find it interesting that a few key vendors take the time during Sourcing Snow to launch new product. Particularly 3M and their featherless down product. I think as Sourcing Snow grows, we will continue to see this more and more. 

SIA: Why should other manufacturers attend?
KW: This show is close to others, so it’s difficult for vendors to do all of them, but as the brand awareness grows for Sourcing Snow, the vendors should recognize how important it is to attend and to be a part of it.

Textile InsightAs you start planning your time at Sourcing Snow, get some new ideas and inspiration from our Sourcing Snow partner, Textile Insight, trend articles, which we’ll share each month leading up to the Show. Find the first one here to help you learn more about the textile trade. Read More.

Also, include INDUSTRY + INTELLIGENCE in your Show plans – design and production professionals will find two educational seminars, along with inspiring keynote presentations, making it a can’t-miss part of your Snow Show experience. Stay tuned for additional sourcing seminars to be added during the Show in Sourcing Snow.

Sourcing SnowStart making your plans and mapping out your strategy for Sourcing Snow – go to SIAsnowshow.com/sourcing for more information, and click here to see the 2015 Sourcing Snow Exhibitors list. Questions? Contact Nick Schubert at NSchubert@snowsports.org.

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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