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 1.6


Sourcing Snow

Sourcing SnowFor 2014, Sourcing Snow made the move to the Show floor and was held during regular Show hours. Sourcing Snow was a hub for design inspiration, as production professionals walked the aisles and searched for the newest technology to drive their creations.

Sourcing Snow GuideDesigners David Larson and Darius Fuget are working on a product that they hope to unveil at the Show next year. “We’ve just been walking through Sourcing Snow looking for raw materials for our new product,” they said. “It’s been really helpful. We’re looking at textiles and we found the sourcing area very useful; we got some great ideas and a feel for pricing. But we can’t tell you what the product is…it’s a secret!”

Download the Sourcing Snow Guide with contact information for all Sourcing Snow exhibitors.

Chris Bearesford, founder of Dang Shades Sunglasses, was happy he could walk over to Sourcing Snow and make good use of his time at the Show.“Our company is about six years old and we’re getting into goggles next.We had planned to come and find materials and ideas, so it makes it so easy to be able to walk over here during regular Show hours. Chris Bearesford and Ted Hu talk goggles.We’ve been here five minutes and we’re already getting things done.”

Exhibitors were also pleased with the move to the Show floor, and were not only meeting with existing clients but also making new connections and bringing in new business. “We’re happy to have Sourcing Snow on the main level closer to our customers,” said David Rubin of 3M Thinsulate Insulation. “As we work on new technologies not only for current season but for next season it’s good to be near our customers who are at the Show. We also are happy that we get a chance to see people who’ve just started or are making changes in what they do. It gives us a chance to source new business and new opportunities that we may have here.”

Outlast Crew.“It’s my second time here at Sourcing Snow,” said Ted Hu of Shenzhen Pengyifa Industrial Co Ltd. “I’m hoping to find more distributors in America, as well as meet with existing clients. I’ve found some new clients this year and I’m very happy. It’s much better having it during the Show.”  

Something that remained consistent in Sourcing’s second year was the exhibitors’ commentary about how easy it was to participate. “It’s so nice because everything is set up,” said Heather Manuel, director of marketing at Outlast Technologies. “I really liked that everyone had the same style booth; we could just come in, set up our samples and start having appointments. When we got here I thought it was too good to be true. I couldn’t believe everything was done and it was so easy!”

On Snow Demo at Copper Mountain Resort.

The 2014 SIA On-Snow Demo/Ski-Ride Fest and Nordic Demo played host to a record number of attendees at its new location, Copper Mountain Resort. Nearly 120 brands exhibited at the Demo, offering hundreds of 2014/15 skis, snowboards, boots, poles, helmets, goggles, and accessories for buyers and media to compare side-by-side. Getting out on the snow is something the industry always looks forward to after wrapping up the Show.

“The On-Snow Demo is a great opportunity for retailers to get new technology under their feet for a firsthand experience,” said Stephen Craig, general manager of Royal Board Shop in Calgary, AB. “Customers can see the confidence we have in the product, and that comes from on-snow demos.”

On-Snow DemoThe On-Snow Demo, held in conjunction with the Western Winter Sports Representatives Association (WWSRA) Rocky Mountain Demo, enjoyed ideal conditions and terrain at Copper Mountain with over 200 inches of snow this season and about 35 inches of new snow in the week before the Demo. A complete list of 2014 alpine, snowboard and Nordic exhibitors is available here.

“At the On-Snow Demo, retailers and media get on next year’s gear for an intimate one-on-one experience. Plus, being able to test the gear you saw at the Show is a win-win for everyone,” said Casey Raymer of Ride Snowboards.

The industry kicked off the On-Snow Demo/Ski-Ride fest on Monday under beautiful conditions and lots of enthusiasm. “With fresh snow and sunny skies we are all smiles at Dynafit. The new location really sealed the deal. Already we have turned the skis three times and all the boots are on the hill,” said Eric Henderson of Dynafit.

The industry welcomed the light snowfall on Tuesday. “Seeing the new product and getting to ski on it in good conditions is the best part. When you can ski in good conditions, it makes a big difference. That’s the best thing for me, seeing a new product and how it performs,” said Brad Buckman, Buckman’s Ski & Board Shop, a shop with locations throughout Pennsylvania.

Eighty-five skiers participated in the Uphill/Downhill Challenge, an event that raised almost $1,500 for the U.S. Ski Mountaineering Team. “This was the best Uphill/Downhill event yet,” Uphill/ Downhill Challenge start.said Scarpa CEO Kim Miller, who took the Uphill/Downhill Challenge on the Executive Team with Chris Sword of Dynafit North America and Jonathan Lantz of La Sportiva. “We had more people from different places and the course was awesome.”

COSMIC levels crossed the après finish line after a second lap on the same course.
Marshall Thomson took first in the COSMIC Male Overall with 44:07, Pete Swenson took second with 44:26, and Colin Cares took third with 46:30. COSMIC Female Overall first place went to Sari Anderson at 51:55, second place to Lyndsey Meyer with 55:27, and third to Kate Zander with 55:47. Dynafit Talking Heads took first in the Industry Team Event, Scarpa A Team took second and The Executive Team took third.

The Nordic Demo, located in Copper’s East Village adjacent to the Center Village with the alpine and snowboard demos. The Nordic Demo featured a 5K-loop and well-groomed park for testing plus a full line-up of seminars. “The terrain was great for testing, a few hills, some flats. It was really great to be able to compare so much equipment side-by-side. Definitely worth coming,” said Adam Jonson of Pioneer Mountaineering.

Gary Flemming of Elan had specific trends in mind as he was working with retailers at the Nordic Demo. “One of the areas we’re most successful is a category we call ‘backyard.’ People are not skiing all-day, but instead they’re going out for that hour of cross country, fitting it in where they can. These skis are a bit shorter and wider so they’re more stable. There’s no wax so they have a grip on the bottom, so it’s simple.”

Since SIA started hosting the national On-Snow Demo in 2010 it has drawn retailers from around the country. Jeff Proctor who owns Proctor Ski and Snowboard in Nashua, NH has been coming to the On-Snow Demo for the past several years. “I think the main reason to come is that you can ski and try equipment in different conditions,” he said. “You’re always looking to find something that you can really get behind that you feel special about, that will make your store a little different than somebody else’s.”

Plan to connect with the entire snow sports industry again next year at the 2015 SIA Snow Show and Sourcing Snow at the Colorado Convention Center, January 29-February 1, 2015 and On-Snow Demo/Ski-Ride Fest, February 2-3, 2015.



SIA SnowSports Retailer of the YearEvery year, a highlight of the Show is the presentation of the SIA U.S. and Canadian Rep and Retailer of the Year Award. This year’s awards ceremony did not disappoint, with lots of enthusiasm and support for the 2013 award winners, all of whom felt honored to enter the ranks of this special group.

The U.S. and Canadian Retailer and Rep of the Year Awards recognize retailers and reps that have successfully cultivated relationships within the industry to Paul Rinto (left)SIA SnowSports Rep of the Yearfurther sales of snow sports products. Nominations for both awards come from industry peers including suppliers, reps and retailers.

“We feel honored to be in a group of guys that have been around a lot longer than us. We feel like the new kids on the block; we’ve only been around 11 years, so to be lumped in with guys that have been doing it 20, 40+ years, it’s an honor. It’s rad for our customers; it shows their dedication to the sport and that there’s a lot to be said for local shops,” commented award winner Raul Pinto (left), owner of Satellite Board Shop in Boulder, CO.

Andrew Hicks and Matt JagemanMatt Jageman, Northeast rep for Burton, Anon Optics and Analog (right) said, “It’s an honor, we bust our asses as reps every day so it’s nice to know that our work is valued, and that we’re there to support our retailers 110%. I wouldn’t change a thing that we did all season, we did everything we could and I’m so thankful that it came our way.”

Andrew Hicks, Alberta Region rep for Mervin Manufacturing, (left) added, “It’s awesome to get some recognition from the retailers; it’s a high five, because we don’t get that much credit throughout the year, and its rad to know that someone liked what you did. It’s great to work for a company that makes it so easy. I mean they put the ball on the tee for us, so it’s awesome.”

The SIA Awards Program recognizes retailers and reps who have gone above and beyond in their role within the snow sports industry with the common goal of moving product. The awards are voted on throughout the year and all award recipients’ names, bios, and pictures are posted on Snowsports.org/awards.

The list of winners for 2013 are:

U.S. Retailer of the Year Award Winners:
New England   Darkside Snowboards   Killington, VT
Mid-Atlantic   Buckman’s Ski & Snowboard Shops   Pottstown, PA
Southeast   Alpine Ski Shop   Sterling, VA
North Central   Les Moise Ski, Tennis & Snowboard   Mequon, WI
South Central   Outdoors Inc   Memphis, TN
Mountain   Satellite Boardshop   Boulder, CO
Pacific   Snowboard Connection   Seattle, WA
Canadian Retailer of the Year Award Winners:
Alberta   Plush Skateboards & Snowboards   Edmonton, AB
Atlantic   Cleve’s Source for Sports in Halifax   Dartmouth, NS
British Columbia   Coastal Riders   Langley, BC
Saskatchewan   Sunshine and Ski   Regina, SK
Ontario   Gates and Boards   Barrie, ON
Quebec   Oberson Boutiques   Laval, QC
U.S. Regional Rep of the Year Award Winners:
Atlantic   Kent Fried    
Eastern Lakes   Kevin Welborn    
Midwest   Tom Blair    
Northeast   Matt Jagemann    
Northern California   Will Lachenauer    
Northwest   Ryan Davis    
Rockies   Glen Morris    
South   Brad Decker    
West   Steve Brock    
Canadian Regional Rep of the Year Award Winners:
Alberta   Andrew Hicks    
Atlantic   Guy Pellerin    
British Columbia   Garett Halayko    
Manitoba/Saskatchewan   Dan Anderson    
Ontario   Rob Madill    

Stephan Dargis



Marketing of the Backcountry panel.

The 2014 Show seminar line up was one of the most extensive ever offered, with 58 seminars available throughout the four days of the Show. There were topics covering just about anything that could interest someone involved in snow sports, from product development and design to social media and marketing.

A highlight of the 2014 Seminar Schedule was the ever-popular and well-attended SnowSports Market Overview by Category, presented by Kelly Davis, SIA’s research director. Davis broke the market down into each segment, which she discussed in detail with the latest data and explanations of the numbers as they relate to retailers as well as suppliers. Davis also gave an overview of today’s consumers, breaking them down into generations, each with their own buying habits and influences.

Backcountry safety was a big seminar topic this year, and an especially notable one was The Marketing of the Backcountry, moderated by Kristin Carpenter-Ogden of Verde PR. A panel of backcountry experts, including Tim Petrick, K2 president of global marketing and sales; ski journalist Devon O’Neil; Steve Jones, Teton Gravity Research co-founder; Jennifer Brill, owner of Silverton Mountain; Sam Bass, Skiing editor-in-chief; pro skier Chris Davenport; Kim Miller, SCARPA North America CEO; and Ian Reid, director of Apex Mountain Products, weighed in on the on-going discussion about the balance between safety messaging and marketing.

“It’s an incredibly talented group of people up there who know what they’re talking about,” said Reid.  They’re passionate, they want to give back and that’s why we’re all here. To sit there with this group and try and figure out how to get a good solid message to the consumer, whether that be through education or through our messaging, is a great discussion.”

Sandra Rosenfeld and Marcus Gurske of Lou's Performance Sport.“I attended the backcountry panel seminar and found it very useful,” said Marcus Gurske of Lou’s Performance Sport in Calgary. “It’s a fine balance between the retailers, the manufacturers, and the consumer of who’s responsible to teach you to use your equipment. We all need to be responsible. I think it’s great that we’re having this discussion and sharing ideas.”

Another popular offering was the F/W 15 Color and Megatrends. Stylesight presented four themes for the 14/15 season: existence, essence, confluence and dissonance. Within these themes, the color palettes that are on the rise for next season are “Arctic Volcano” with icy greens and blues contrasted with deep blacks and grays;  “Wild Woods” featuring smoked browns, khaki greens, whites, and mineral grays; and “City Tribal” with vibrant curries and paprikas. You can to get a closer look and translate fashion terms into a mental picture when the seminar is ready for download, coming soon!

Many seminars will be available for download starting in March. To see the full list of what was presented at the 2014 Snow Show, check SIAsnowshow.com/seminars and stay tuned for updates.

Rental World

The Specialty Exhibits at the Show have become a mainstay for buyers who are looking to get an overview of the latest technology, trends and styles. The 2014 exhibits offered a great variety of brands side by side, as well as a wealth of educational opportunities in the seminars which took place in each exhibit. In addition to the ever-popular Rental World/Backshop & Uniform Gallery and Backcountry Experience Exhibits, which both welcomed great crowds and well attended seminars, the new Craft @ SIA exhibit was introduced, offering a look at smaller, handmade-in-the-USA ski and snowboard companies. Additionally, the BlueBird Social Zone was once a again a hub for people to sit, recharge, push information out, and take knowledge in at the social media seminars.

Rental World/Backshop, Uniform Gallery

At the Rental World/Backshop and Uniform Gallery, presented by SAM Magazine, buyers had a focused look at the specialty backshop and rental shop with 50+ brands on display.

“Rental World is tremendously helpful to us,” said Ryan Hartl, buyer for Arizona Snowbowl in Flagstaff, AZ. “Rental matters to us more than a lot of other things. It’s important because you’re not buying and selling this gear, you’re maintaining it, and you’re keeping it for several years, so the right decisions are hugely important. Side by side it’s the easiest way to compare everything that’s available, so we spend a good share of our time there.”

“It's invaluable to see all rental offerings at one time.  It makes my job much easier and enables me to do a better job," added Bob Neumann, buyer for Terry Peak Ski Area, Lead, SD.

SAM MagazineDay Two at Rental World engaged attendees with the “Kid’s Play: Making Rental Fun” seminar, the SAM Magazine Rental Roundtable – Putting Performance Into Rental, and the annual Rental World reception sponsored by SAM, SIA and Learn to Ski and Snowboard Month.

 “Rental World is great,” said Bill McSherry, VP and product manager at Elan. “We’re a leader in rental, and it’s important to us to be able to feature our products side by side with everything that’s out there. We won the ISPO gold award for best new junior product and it’s fantastic to have this venue to show that technology in rental; we’re proud of it and happy we have the ability to get the message out about it.”

Backcountry ExperienceThe Backcountry Experience exhibit drew backcountry enthusiasts across the industry to its many safety seminars, expert appearances, panel discussions and happy hours. Featuring backcountry products from over 50 brands, the exhibit connected suppliers, retailers and reps who are invested in growing the category while spreading the message about safety in the backcountry.

“We’ve been a backcountry ski and snowboard manufacturer for 30 years and it’s just a great fit for us,” said David Grissom, sales and marketing manager at Voile. “SIA has been incredibly supportive of this category, encouraging collaboration between the brands. I think it’s tremendous. Education is such an important part of this, and it’s great that people are coming together and having that conversation. Anything we can do to help the effort is very important.”

Backcountry Experience

Retailers were able to spot new technology and trends while having a chance to learn about and discuss the products face to face with manufacturers. “It’s a big category for us,” said Louis Rosenfeld, owner of Lou’s Performance Sport in Calgary, ON. “We’re seeing several more companies coming out with avy bags with different technologies. We’ll sell 2 or 3 different ones next season, and we’ll run training seminars to educate our customers about how to use them. I do feel a sense of responsibility when I’m selling backcountry equipment, and the more product knowledge we can get from the manufacturer, the easier it is for us to share that with our customers, via seminars, our website, any way we can. So it’s good to have the opportunity to have these discussions.”

The Backcountry Experience Events and Seminars included Steep Life Protocols, Presented by Dean Cummings, Avalanche Education and Building Brand Loyalty, Presented by Friends of Berthoud Pass, a panel presentation of Avalanche Airbag Category Overview, and a screening of Jeremy Jones’ new film, Further, Deeper, now Higher. Some of these seminars will be available for download starting in March. Stay tuned to SIAsnowshow.org for details.

Craft @ SIAAt the new CRAFT @ SIA exhibit, small scale brands showed off their products and spoke about the handmade, local quality of their skis and snowboards. “We are a family operation. My mother’s actually our office manager; my father, who was a carpenter, runs our woodshop; I design skis. I can’t say enough how great it is to work with our family and, you know, have that relationship,” said Jeff Thompson, founder of Shaggy’s Copper Country Skis.

Exhibitors were able to share experiences and many felt that Craft gave them the opportunity to grow their brand. "The craft brand section was great for us smaller brands who are looking to expand without having to do a full booth area. It was a great learning experience for us and those who are serious about expanding their brand and spreading their name. It allowed us to get a feel for how the industry as a whole works and taught us the 'do's and don'ts' of how to present ourselves," said Nathan Morse, co-founder of Marhar Snowboards.

Steve Sulin, Pinnacle Sport Stowe VT

Driving home the message of the booth’s theme, each evening the CRAFT area hosted happy hours featuring, what else, but craft brewed beer. Brands featured at this year’s craft exhibit included; 7 Mile Skis, Big Wood Ski, Dupraz Skis and Snowboards, Flo Skis, HG Skis, Kicker Snowsports, L2R Snowboards, Marhar Snowboards, Montana Ski Company, Notice Snowboards, RAMP Sports, and Shaggy's Copper Country Skis.

BlueBird Social Zone TransWorld Business The BlueBird Social Zone, sponsored by TransWorld Business, hosted great seminars to help retailers in their day-to-day social marketing efforts. Sessions included social media brand building, digital story telling and more. “I just attended the seminar about building brand awareness and how to do it through media,” commented Steve Sulin, a buyer for Pinnacle Sport in Stowe VT. “It was a lot to learn, and it was an awesome opportunity to hear the gentleman from Powder magazine speak on the issue. It was really helpful; I think it’s great that you can get these opportunities while you’re at the Show and I’m happy I took advantage of it.”

Many of the seminars in the BludBird Social Zone will be available for download in March at SIAsnowshow.com/seminars.


New at #SIA14, we debuted a live cross-channel social media aggregated page, pulling in the official hashtags for the Show and On-Snow Demo. Working closely with Larrikin Lab, this page curated photos of all the happenings on the Show floor and on the slopes at Copper Mountain. If you could imagine being in a hundred different places at once on the Show floor – this page captured it all in one central location. Check out who was talking about what at #SIA14 and #SIA14Demo at SIAsnowshow.com/hashtags.

“SIA has been very progressive with their social media strategy, which ultimately benefits the exhibitors and the SIA membership. To my knowledge this is the first trade show to use live cross channel social media aggregation.  Larrikin Lab is stoked to have been able to bring this together for the SIA Snow Show.”  – David Poussard, Larrikin Lab

Top Posted Booths:

  • Saga Outerwear – Delorean
  • Ryder’s Eyewear – Princes & Princesses
  • GoPro – Yeti 

Top Posted Products:

  • The Snurfer by Vew-Do
  • Marhar Snowboards
  • Char Poles
  • Lib Tech – Super Bowl Snowboards

During the 2014 SIA Snow Show, there were more than 3K total #SIA14 mentions on Instagram, more than 60K reached through Show-related Facebook posts and 12.5K following @SIAsnowsports on Twitter.

Thank you for helping to make the 2014 SIA Snow Show the most social one yet. Continue to interact with us on social media year-round. We’re always interested in what you’re doing and sharing!

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Skiing Magazine’s Bro’d to SIA Winner, Devin Dube, and TransWorld Snowboarding’s Winner, Hailey Ranconi won our Bro’d to SIA Contest in December and joined us at the Show Bro'd to SIAto find out what it’s like to have a career in the Snow Sports Industry.

Dube has been the marketing manager at East Coast Alpine in Danvers, MA since graduating from Salem State University with a degree in Business Administration with a concentration in Marketing.

Hailey and Devin rip it up at Copper.Dube says she had an amazing time at the Show and the On-Snow Demo. “SIA was so much fun!” she said. “I met tons of cool people there was so much for me to explore at SIA. I definitely got my exercise in for that week. The booths were unreal; you could tell that there was a lot of thinking and effort put in to make these booths so intriguing.”

Dube had a chance to peruse the product lines for next year and came away with some favorites. “Next year’s products look sweet. The Smith Optics goggle/helmet line for 2015 is super fun and colorful. People will be stoked on that. A fairly new company to the U.S.A called Picture Organic Clothing, which is based out of France has some very cool looking cuts to their apparel. It was awesome being able to see next seasons gear.”

Ranconi is a student at the University of Vermont. She worked at the Ski Haus in Poughkeepsie, NY for the five years before college, and still works there when she’s home from school and for special events throughout the season. In addition to her studies, Hailey is the events coordinator for the UVM Ski and Snowboard Club, serves on the advisory committee for Burton’s Chill Program and is a member of UVM’s Snowboard Team, competing in rail jams as often as her schedule will allow.

Hailey Ranconi with CSU Ski and Snowboard Club guys.Ranconi made the most of her time at the Show and said she loved every minute. “Being at the show was really cool for me to see what the industry is doing for women's snowboarding. When talking to companies like Burton, Ride, Skullcandy, Roxy, all of them had a mindset where they want to progress women's products, and some even having women design their women's products. Several mentioned the ‘don't shrink it and pink it’ motto, and I was stoked to see the push in women's snowboarding while being at the show.”

“I was also fortunate to meet a lot of connections in the industry, talk to people about my thesis, and just see all of the great products for next year! It was such a great experience and I could not be more grateful,” she added.

Here at SIA, we wish Devin and Hailey lots of luck in their next steps. Thanks to Skiing Magazine and TransWorld Snowboarding for hosting the contest with us, and congrats again to Hailey and Devin, on getting Bro’d to SIA! 



Everyone at SIA wishes you continued success this season after all of the incredible work you put into the 2014 SIA Snow Show. If there is ever anything we can do for you, let us know. Find an SIA staff member who can answer your questions in the SIA Staff Directory.

As a member-owned and industry-inspired association, SnowSports Industries America produces a not-for-profit trade show each year that helps support the industry year-round. Proceeds from the trade show are used to promote strategic and ethical growth of the industry and the sport. Check out all of the organizations, events and programs SIA supports all year long on the Did You Know? page.




The SIA Show Newsletter is sponsored by Innovative Systems LLC






“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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