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

SIA Show Newsletter 1.5


Industry camaraderie and contagious energy leaves attendees fired up for 2013/14
Looking to relive the excitement, refresh your memory or find out what was happening on the other side of the Show floor? Check out SIAsnowshow.com for updated information on all the news from the Show, the On-Snow Demo at Winter Park and the Nordic Demo at Devil’s Thumb Ranch.  

2013 SIA Snow Show-Thank You and Good Night! from SnowSports Industries America on Vimeo.

Nate Bird“The Show was stellar— best trade show in terms of traffic, lead generation, and product awareness generation that I've attended in a few years, and I have been to a lot of tradeshows. There are a ton of people who will now be buying our product from a local dealer, and I expect a lot of new retailers out of this as well. Being in our backyard, the show was convenient and fun.”  – Nate Bird, Honey Stinger

Tracy Gibbons“I'm pretty darn impressed with the vendors having so much new product after having such a struggling year last year. There is a lot of new product out there. The industry has thrown a big effort into committing things to going forward and keeping things going forward fresh and new and not letting things just sit because everybody else had a tough year. I flew two of my employees down so they could experience the Show for the first time - I wanted to get their eye opening ‘Oh my gosh, look at all this product’ reaction.”  Tracy Gibbons, Sturtevant's Sports, Bellevue, WA

Jess Weinstein“Overall it was the best way for us to launch our Snowboarding program to the world. For us, entering snowboarding needed to be done authentically and with the right audience. SIA was the perfect venue. We didn't anticipate coming to the Show and leaving having sold in all the allocated articles of footwear and apparel. But we did. SIA was absolutely an order writing show!   – Jess Weinstein, Action Sports- Global Brand Marketing, Adidas Snowboarding

Lauren Wenzel"It's amazing to be surrounded by the people behind the products. Their passion and enthusiasm is contagious and allows us to return home feeling great about what we do. We love SIA" – Lauren Wenzel of Snowmass Sports, Snowmass Village, CO



Click to view the SIA Snow Fashions & Trends Show photo gallery

The SIA Snow Fashion & Trends Show previewed the 2013/14 style trends attendees would see throughout the Snow Show beginning the following day— asymmetrical patterns, diverse textures and bursts of color. Stylesight, the official trends partner of the Snow Fashion & Trends Show, provided guidance summarizing next season’s key trends, styles and colors. The dozens of apparel and accessory brands walking the runway were segmented by category. There was a clear application of the “ski-to-street” concept with everything from outerwear to base layers. The crowd regularly erupted in applause for the kids on the catwalk dressed to pop, play and perform.

The fashion-forward night was staged on a mountain-lodge inspired runway, complete with faux mountain deer heads, a crackling fire and—of course—falling snow. “The Show’s creative energy got us going on what colors and styles to start working on,” said Holly Aguilera, buyer with Mt. Shasta Ski Park in McCloud, CA.

FordMost brands in the snow sports industry look to fashion forecasters like Stylesight when planning their lines. “We look to Stylesight all the time,” said Lauren Myatt, women’s product line manager for Obermeyer.

Special thanks to Ford, the official partner of the Snow Fashion & Trends Show.


Every year, a highlight of the Show is the presentation of the SIA U.S. and Canadian Rep and Retailer of the Year Award are presented to shops and reps who are consistently making a significant impact in the snow sports industry.

The Retailer of the Year Award is based on a shop’s contributions to the growth of the snow sports industry, their promotional and marketing techniques and their success in the ski, snowboard, tele, cross country and/or snowshoe categories. The award winners are nominated and selected by suppliers and reps in the snow sports industry.

The award is an honor for retailers. “We work as hard as we play, and to be recognized for that by a jury of our peers is so rad,” said Brendan Madigan, owner of Alpenglow Sports in Tahoe City, Calif. “The entire team at Alpenglow takes immense pride in being vested in the community.”

All of the winning shops are listed as “snow experts” in SIA’s Snow Expert database and can use the program’s marketing materials to signify their expertise to their customers. Award recipients received awards made out of beetle kill wood representing the beetle issues affecting an unprecedented 50,000 acres of forest in the American West.

Bios of all of the 2012 Retailers of the Year are available here:

Mid-Atlantic   Ski Barn - Paramus, NJ
Mountain   Milosport - Salt Lake City, UT
New England   Summit Ski & Snowboard - Framingham, MA
North Central   Pierce Skate & Ski - Bloomington, MN
Pacific   Alpenglow Sports - Tahoe City, CA
South Central   St. Bernard Sports - Dallas, TX 
Southeast   Peter Glenn - Miami, FL
Alberta   The Source - Calgary, AB
Atlantic   Ballistic Skate & Snow - St. John’s, NL
British Columbia   Comor- Go Play Outside - Vancouver, BC 
Central   Propaganda Shop - Prince Albert, SK
Ontario   Sporting Life - Toronto, ON
Quebec   Boutique Daniel Lachance - Mont-Tremblant, QC

Guy PellerinThe Rep of the Year Award recognizes sales reps in the snow sports industry that have successfully fostered relationships with retail storefronts to help move winter sports products. Nominations and winners for this accolade came from snow sports retailers across the industry.

“It is a great honor having been selected Rep of the year by the local dealers. I owe everything to the business partners we deal with every single day,” said Guy Pellerin, Atlantic Canada Rep for Arc’teryx, Uvex Toko Canada, and GV Snowshoes. “The industry has been very good to me over the years. It has given me the opportunity to meet some great people and grow as a person. I look forward to many more enjoyable years.”

SIA Industry Achievement award winner, Klaus Obermeyer
The SIA Industry Achievement Award acknowledges dedication to the snow sports industry, willingness to support and partner with industry suppliers, leadership, and creativity within the industry. After more than 60 years in the industry, Klaus Obermeyer, founder of Sport Obermeyer, Ltd., is truly the embodiment of those values and ideals. At 93 years young, Obermeyer goes into the office daily and gets out on the slopes most days. When asked about his secret to success, he explains, “My philosophy is to bring about win-win situations in your life and in business wherever you can, and make life a little better for everybody with the time you have here.” (read more)

International Research Forum
When you need the answers to difficult questions, like how to grow sport participation, sometimes your best solution is to put a bunch of research pros in a room for a couple of days and see what comes out of it.

That’s exactly what happened for the second bi-annual International Participation Research Forum hosted by SIA Research on days 2 and 3 of the SIA Snow Show in Denver, Colo. The forum brought together research analysts from around the world and across industries to compare notes on how other countries and industries are working to grow participation.  The objective of the Forum was to discover the best strategies for growing participation and sales in snow sports.

 “The International Research Forum was an amazing gathering of some of the best researchers in both the snow industry and other sports. There were some really useful takeaways for increasing participation.” Keith Storey, Sports Marketing Surveys USA

The event was designed to explore how research is used and can how it can help grow participation by measuring physical activities, behaviors and demographics. Presentations and discussions covered everything from snow sports to Chinese, Mexican and Australian action sport participation to the economic impact of outdoor activities and climate impacts on winter tourism.

“Incredible collection of intellect and research from across the market and around the world,” said SIA Director of Research, Kelly Davis, “This event allows us to leverage a huge collection of work, data and experts to look for new angles in an effort to grow participation.”

The International Research Forum plans to meet at the SIA Snow Show every two years, with the next forum intended for the 2015 Show.


OIWCThe Outdoor Industry Women’s Coalition (OIWC) presented awards to two industry leaders at the 2013 SIA Snow Show.

Annelise Loevlie, COO of IcelanticThe First Ascent Award winner was SIA Board Member Annelise Loevlie, COO of Icelantic. The First Ascent Award is presented to an Industry newcomer who demonstrates strong leadership potential. “The feedback I’ve gotten from being who I am is really positive,” Loevlie said. “I am so passionate about encouraging other women to get involved in business and follow their dreams.”
The Pioneering Woman Award, which recognizes a top industry “mentoring maven,” was presented to Sandy LaRowe, VP of apparel - global PDC projects and base layer at Amersports. Regarding her mentoring style, LaRowe said, “I always try to make time for folks. It’s the whole ‘paying it forward’ idea: Taking 15 minutes to give somebody one nugget that helps them steer their career in a different direction or try something new.”

Trends Unveiled for 2013/14 Strike a Nostalgic Note
What a difference a year makes. Last year, the colors purple and tangerine did the tango along with the urban lumberjack look leading the charge as noteworthy trends. This year there was a noticeable difference— the muting of color. While bright, saturated colors were all the rage last year, 2013 looks to be more subdued and a bit on the conservative side. Not to say that bright colors have seen their day —those colors were still present, especially variations of tangerine, yellow and purple, but more as accents like zippers and trims.

Analysts in the retail field credited the vibrant color trend that we’ve been seeing on the slopes as a nod to a hopeful and speedy economic recovery. As we have seen in the past though, economic recovery has been sluggish at best. In times like this, it’s a natural reaction to look back in a nostalgic direction as we move forward— tentatively.  (read  more)

SIA Sourcing Snow
The inaugural Sourcing Snow show was deemed a success by snow sports manufacturers and raw materials producers alike. Vendors liked the ease and access to manufacturers that they may not be able to find in other venues. Manufacturers appreciated the opportunity to browse and find inspiration.

Mary Smith, Duraflex Account Manager for the Eastern US, said that the cost-effective structure of the show and simple set up was a big draw. “SIA made it easy for us. We left the last show we were at and came here, literally bringing our backpack and roller boards—that was it.”

Access to the 300+ manufacturers at the Show made David Parkes, CEO and president of Concept III Textile, feel that Sourcing Snow was a valuable addition to his annual calendar. “This is an important way for us to get closer to these people in a different environment than their own showroom and a great opportunity to meet people we may not already know.”

Designers found plenty of inspiration among the innovative textiles and raw materials. Patagonia Senior Designer Glen Morden walked the floor and came away with a few brainstorms. “I like to cruise the new vendors. We might find something unexpected—fresh membranes, fabrics, a cuff interface,” he said. After being shown Duraflex’s newest hardware, Morden was inspired. “When I see something like this, I get fired up.”


TransWorld Business and Skiing Business Bro'd to SIA ContestWinners learn about the industry, make new friends, and look forward to joining the ranks of snow sports professionals

TransWorld Business and Skiing Business, in partnership with SIA, sent shop employees Josh Johnson and Brandon Bunnewith to the Show after their names were chosen as winners of the first-ever Bro’d To SIA Contest.

TransWorld Business’ Mike Lewis and Josh JohnsonJohnson, an employee of three years at Youth Shelter Supply in Waite Park, MN, said his ambition is to be involved in the industry as an artist and designer. “I was super stoked to be able to attend the SIA Snow Show for my first time. I had a good time scoping new product, meeting new people in the industry, and hitting up all the events and video premieres,” Johnson said. “I would like to thank TransWorld Business for giving me this opportunity. It was a good way to get a deeper look at the industry, and helped me become one step closer to my goal.” Read Johnson’s full blog post about his experience at the Show.

Skiing Business’ Ryan Dionne, SIA’s Mary Cecile Neville and Brandon BunnewithBunnewith, a 21-year-old who has worked at Competitive Edge Ski and Bike in Holyoke, MA, for three years, has industry career goals in sales or marketing. “The experience gave me good perspective on the industry. Along the way I was able to meet some great people! I hope that I will be able to use the guidance and words of wisdom to break into the industry and start my career.” Again thanks to SIA and Skiing Business, you guys killed it and I’m super stoked!” Read Bunnewith’s full blog post for more on his experience at the Show.


Vote now for your favorite display of creativity and merchandising savvy
TransWorld BusinessThe 2013 TransWorld Business SIA Booth of the Year is the fourth-annual salute to the best booth concepts, designs and layouts in SIA's snowboard section.

Each year TransWorld Business patrols every aisle and corner of the Snow Show floor, scouring the snowboard booths for the standouts that best embody the spirit of the calling— namely, relentlessly striving to innovate and progress in a creative manner that sell more snow sliding fun. The brands that generate the most creative booths are often the ones doing the most to progress the industry through better product, marketing campaigns, and messages that convey not just technical aspects, but the “radness of the ride.”

Using the selection criteria of concept, accessibility, creativity, awesomeness, and product (CACA-P), TransWorld Business polls retailers at the show and selects the top picks for the year’s best booths, and then opens up the voting to the industry to choose which brand did the best job of taking its presentation to the next level at this year’s Snow Show.

This year's nominees are are 686, Burton, Mervin, Salomon/Bonfire/Nikita, Rome, and Technine - for your favorite HERE. Voting ends at midnight on Sunday, March 3. Only one vote is allowed per user. Winners will be announced at the 2013 TransWorld Snow Conference in Sun Valley, Idaho, March 12–15.

Love Hope Strength screens SIA attendees to put them ON THE LIST
Love Hope StrengthFor the fourth year, SIA was proud to have Love Hope Strength (LHS) onsite screening attendees for bone marrow donors who can potentially save the lives of people with cancer.

Love Hope Strength is the world’s leading Rock n’ Roll cancer foundation. Its mission is to save lives one concert at a time. SAVE LIVES, ONE CONCERT AT A TIME. They travel the world attending concerts, music festivals, and climbing. In addition to encouraging music festival and concert attendees, the foundation climbs mountains with musicians to put on concerts in crazy places like Fuji, Kilimanjaro and Everest just to name a fewto raise funds for cancer centers. Getting ON THE LIST to become marrow donors only takes a simple swab of the cheek.

By registering donors at events like the Snow Show since 2007, LHS as registered more than 30,000 people to the national registry and found nearly 500 potentially life -saving matches. Five of those matches came from the SIA Snow Show. SIA’s exhibiting partners supporting LHS include Marmot, Smith, Leki, Foot Balance, Point6, Grace Skis and Suunto.


RECLAIM ProjectThe snapping of scissors and click-clack of sewing machines meant the RECLAIM Project design contest had begun. Three designers put their creativity and skills on the line, creating new one-of-a-kind jackets from previous discarded and reclaimed materials, fabrics, trims and supplies from the 686 production facility in just three days

RECLAIM Project winner, Blair FarringtonIn the end, the judges  panel of top industry designers joined by host and last year’s 686 RECLAIM project winner Jillian Miranda, awarded top honors to Blair Farrington’s “Shreddy” jacket. His concept not only incorporated reclaimed 686 materials, but also was forwardthinking, relevant to today’s core market, salable and fit the design brief. Farrington earned the coveted internship with the 686 design team as well as a chance to have his jacket design included into the 2014/15 686 technical apparel line.

“This design is something I would purchase to shred in,” commented Farrington. “It’s affordable and functional with that classic pullover styling.”

For each RECLAIM jacket sold, 686 promises to donate a RECLAIM jacket to someone in need.

The RECLAIM Project is supported by 686, SIA and Malakye.com.

2013 SIA On-Snow Demo/Ski-Ride FestMore than 3,000 retailers, reps, brands and media took to the snow under clear skies during the SIA On-Snow Demo/Ski-Ride Fest, to test Nordic, alpine, AT/backcountry and snowboarding gear from more than 130 snow sports brands. While the industry was hard at work during the Show, a foot of snow fell in the mountains, making conditions ideal for the two-day On-Snow Demo at Winter Park Resort and one-day Nordic Demo at nearby Devil’s Thumb Ranch.

“Getting on skis and sharing lift rides with the industry is the best possible way for me to wrap up the Snow Show,” said David Ingemie, SIA president. “We have had perfect weather conditions the past two days and a great industry turn-out to enjoy it all. I couldn’t ask for more.”

Click here to check out all the photos from the On-Snow Demo at Winter Park and here for photos of the Nordic Demo at Devil’s Thumb Ranch.

Nick Bilawsky“We are so excited about our new line to test here at the On-Snow Demo/Ski-Ride Fest people finally get the chance to get on snow and get out there! We’ve had great feedback from retailers all day!” – Nick Bilawsky, tech rep, Salomon/Bonfire Snowboarding.

Kim Walker“The energy is good because of the snow. Spirits are high, people are happy. I'm very excited to be at the On-Snow Demo. They got 29 inches in 5 days!” -Kim Walker, Outdoor Divas, Boulder, CO

“Demo has been non-stop! Just an unreal day for our boots and skis” – Kevin McClelland, intern, K2 Skis


Uphill/Downhill ChallengeThe annual Uphill/Down Challenge at Winter Park, sponsored by Scarpa, is a race of challenge, endurance and camaraderie. On Feb 4, amidst the revelry of the On-Snow Demo, dozens of participants skied 1,700 up to the Sunspot Lodge at the top of Winter Park and back down to the base area, raising more than $1,100 for the US Ski Mountaineering Association (USSMA).

SIA organized the Uphill/Downhill Challenge with support from a number of companies and individuals within the backcountry, randonee, and splitboard communities.

COSMIC winners Hagan and ThompsonA two-lap COSMIC (Colorado Ski Mountaineering Cup) race was included in the festivities. The top COSMIC male was Marshall Thompson, who finished two laps in 49:00, and the top COSMIC female was Eva Hagan, who finished two laps in 1:00:43.

The Industry race consisted of one lap up and down. The top Industry male and female winners, Mike Hagen and Ellen Miller, finished one lap in 38:08 and 47:21, respectively. Team Dynafit 1 took first (2:06) and Team Dynafit 2 took second (2:16). Third place went to Team Hagan (2:30) and fourth went to Team La Sportiva (2:37).

Afterwards, race participants happily crowded the deck of West Portal Station for the awards ceremony grabbing free swag and poring over raffle numbers for Dynafit, GoPro, BCA and Point6 prizes. “It was better than ever — the international contingent was bigger, but it was much more inclusive than ever before, which is exactly what we were hoping for — a fun event, not a race,” said Kim Miller, CEO of SCARPA.


WillBillysFree to all On-Snow Demo/Ski-Ride Fest attendees, the inaugural Shindig at the Summit brought the industry 2 miles high to the Sunspot Lodge at Winter Park for eats, drinks, live music and dancing. The Zephyr Express gondola transported guests atop Winter Park after a full day of demoing to kick back and enjoy.

Bill Treacy and Dan SullivanSIA Board Member and Director of Sales at Giro Sport, Bill Treacy rocked the lodge with his band the Willbillys. Rome Snowboards’ Dan Sullivan (Sully) made a cameo on the harmonica while SIA’s own Tom Davis jumped in on the guitar.

“It is always a magical opportunity to go up on the mountain at night, check out the lights in town, and watch the snow cats at work,” – Phil McNichol, Owner, Alpine Rockfest, Aspen, CO

Smiling faces at the first annual Shindig at the Summit




The SIA Show Newsletter is sponsored
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Ford "Official Partner of the SIA Snow Show"




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