Jan 27, 2016
Industry + Intelligence
Denver, CO
Jan. 28-31, 2016
SIA Snow Show & Sourcing Show
Colorado Convention Center
Denver, CO
Feb. 1-2, 2016
On-Snow Demo/Ski-Ride Fest
Copper Mountain Resort, CO

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SIA Show Newsletter 1.4



Exhibitor Check List: Check it Twice and Get Yourself Prepped

Here’s your list – make your plan now so you don’t miss a thing. We’ve got everything included to help you have your most successful Show ever!

1. Register Now!
Remember, Your SIA Snow Show badges may be picked up onsite beginning Tuesday, January 27th at 8A. Register Your Staff and Reps Now! On-Snow Demo badges will be available beginning January 29 at 1P. Be sure to pick them up at the Convention Center- it will save you a lot of time once you get to Copper. Online Pre-Reg closes Friday, January 23!

2. SIA Hotel Blocks are Completely Sold Out, But Never Fear, Rooms are Still Available!
You can try booking within the SIA hotel blocks as changes and cancellations come in, just call the Visit Denver booking line at (303) 892-1112 x601 to find out availability. You can also call hotels directly and book outside the SIA blocks, but remember, the hotels near the convention center are almost full and rates are skyrocketing, so don’t wait another minute to make your plans!

Check out SIAsnowshow.com/hotels to see locations and options near the Convention Center and make your plans.

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

3. Look over the Exhibitor Services Manual.
Exhibitor Services ManualIt provides complete information on the Show including move-in and out details, electricity, carpet, order forms for any services you may need in your exhibit, and more. After reviewing the manual, if you need any additional information, please feel free to contact us at 703-556-9020 or your SIA Regional Sales and Marketing Manager.

4. Schedule time now to attend some of the many seminars and educational opportunities being offered.
New this year on Wednesday, January 28 (before the Show opens) INDUSTRY + INTELLIGENCE offers you and your staff insight on the latest consumer behavior, retail data, digital marketing, social media and customer connection trends. Seminars continue throughout the Show, including new design and production seminars featured at Sourcing Snow. Don’t miss out – check the full listing of educational opportunities at the Show at SIAsnowshow.com/seminars.

5. Check on the Exhibitor Dashboard to be sure you’ve uploaded your logo to the Online Interactive Floor Plan.
While you’re there, check out the other free services, as well as upgrades to increase your brand’s exposure at the Show.

6. Remember to Register Your Special Events.
Submit a Special Event Notification Form to SIA. If you have questions, please contact Lindsey Auer, SIA Marketing/Communications Coordinator, at LAuer@snowsports.org.

7. For 24/7 updates on all things 2015 Snow Show, check SIA’s Latest and follow SIA on Instagram, Twitter, Facebook and Vimeo. 
We’ll be sending highlights before and during the Show to keep you in the know. Use #SIA15, #SIA15intel and #SIA15demo to join the conversation.

8. Don’t Forget to Download the SIA/Show App!
SIA/Show AppThe SIA/Show app, which is accessed directly from the SIA app, features interactive floor maps for the Snow, exhibitor listings, appointment scheduling, social media feeds, downtown Denver restaurant/bar listings, full educational seminar listings and speakers, events and On-Snow Demo info. It’s all the #SIA15 info you need in the palm of your hand - Download it now! *If you’ve already downloaded the SIA/Snow Show App, be sure to login to create appointment scheduling with the interactive floor plan. It you’re not using the scheduler tool, enter the App as a “Guest”.

9. Remember to Donate Any Unwanted Booth Materials to the Reclaim Room 
Drop off any of your unused or unwanted booth materials and/or products! If you’d like to dispose anything prior to the Show, just fill out this form. If a home is found for your materials—you will be contacted about where to take your items.  If a home is not found and you still want to dispose of your booth materials—you will be responsible for any disposal fees. The attached forms will also be available at the GES Service Desk. Common items for the Reclaim Room include: vinyl banners, water bottles, unbroken foam core, conference bags, conference giveaways, and set props. If you have questions about what can be donated please contact the Sustainable Programs Manager at 303-228-8123 or ask your Event Manager

10. Check out the Preview and the Guide - A great way to get a sneak peek at what’s in store at the Show:
The GuideThe Snow Show PreviewThe Guide pulls togetherthe key ingredients in snowboard: trends, editor’s picks, data, interviews, local access and more. It’s the SIA Snow Show preview publication built by TransWorld Business and SIA specifically for the snowboarding community.

The Snow Show Preview sets the stage for 2015/16 product launches, providing analysis for the sell-in/buy-in process and tips for finishing off the 2014/15 sell-through. It provides a preview of what to expect at the 2015 SIA Snow Show and On-Snow Demo/Ski-Ride Fest including brands, seminars, parties, events, and more. For a convenient way to stay on top of Show news beforehand and every day of the Show: Download the Snow Show Daily app.

11. Access Loads of Perks and Benefits for Exhibitors:
UberDid You Know? We’ve made every effort to make the Show more cost effective for exhibitors with many complimentary services including day care, free WiFi, Opening Morning coffee, Happy Hours Thursday and Friday in the Center Food Court, as well as complimentary Booth Cleaning, Carpeting, and Cartload Service for small exhibitors on Tuesday, January 27 and Wednesday, January 28. Also, our friends over at @Uber are providing $25 off a ride for NEW Uber users! Download the Uber app http://hubs.ly/y0rmzq0 

Colorado Ski Country USA12. Remember to Pick up Your Vouchers For Free Skiing and Riding From CSCUSA!
SIA and Colorado Ski Country USA (CSCUSA) are once again partnering to give Registered SIA Snow Show Buyers 3, free lift ticket vouchers and all other SIA Snow Show Attendees (excluding media*) 3, 2-for-1 lift ticket vouchers that can be used any of the 5 days after the SIA Snow Show. Click here to find out more about free skiing and riding through CSCUSA. *Working Media should contact Jenn Rudolph (jennifer@coloradoski.com) at CSCUSA to arrange resort access. 

Record Number of New Exhibitors Signed on for 2015 Snow Show

172 New Brands To Exhibit At This Year’s Show
We are so excited to welcome a record number of 172 new exhibitors to the 2015 SIA Snow Show  this year. Some brands will make their industry debut at this year’s Snow Show, while others are circling back after a hiatus, but all will show their innovations with pride under the roof of the Colorado Convention Center.

“Each year, the SIA Snow Show attracts new companies looking to expand their distribution or launch a new brand,” commented David Ingemie, SIA President.  “New products, new brands and new faces always up the energy of the Show floor.”

For an up-to-date list of new exhibitors and links to their websites (when available) go to: SIAsnowshow.com/newexhibitors.

"I believe Sherpa has a lot to offer the buyers that attend the Snow Show," said Terri Reade, Sales Manager at Sherpa Adventure Gear.  "The Snow Show widens our exposure beyond the outdoor market.  We know our users climb but they also ski powder, so we believe our technical winter sports apparel, hand knit sweaters and accessories will really appeal to the snow sports market."

Julian Caler“I remember interning for Liberty Skis and Nordica at SIA when I was 18 and 19,” said new exhibitor Julian Caler of DOWP snowboard group. “Now I am going back there representing DOWP as a brand that we 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’.”

For a look at the latest floorplan and locations of the new exhibitors, use the Online Interactive Floor Plan. You can search exhibitors, brands and products, in addition to lots of other useful features.  It works with the Show App, so create a password, log in and start planning! Check out the full list of new exhibitors here: SIAsnowshow.com/newexhibitors.

60+ Educational Sessions, Clinics, Exhibits, and Presentations at the 2015 SIA Snow Show

From keynote inspirations to segment-specific exhibitors and clinics, the 2015 SIA Snow Show abounds with educational opportunities that will round out your annual immersion in the snow sports industry. Each year SIA pulls together dozens of marketing, merchandising, category and sales experts to make their on-the-ground tips and guidance available to buyers, retailers and reps.

For complete listings and descriptions of the educational opportunities at the at the 2015 SIA Snow Show, go to SIAsnowshow.com/seminars.

“In addition to the engaging individual seminars offered throughout the show about topics ranging from media relations to growing participation, the industry is pulling together this year to provide collections of content and education in dedicated areas of the Show,” said Debbie DesRoches, director of trade show.

Brad MontgomeryAmy PurdyIt all starts with INDUSTRY + INTELLIGENCE on January 28, a day of free market intelligence, keynote inspiration and access to the annual forum for the mountain tourism industry, The ASSEMBLY. Category Research Seminars and the initial results of the Downhill Consumer Intelligence Project (DCIP), presented by SIA’s Director of Research, Kelly Davis will kick off the day. Keynote addresses include 2014 Paralympic Bronze Medalist Amy Purdy and Brad Montgomery presenting, Profiting from Happiness to punctuate the day’s seminars on increasing sales, connecting with customers, strategic use of social media, product development and more. The Birds and the Bees of Production series and Growing Snow Sports- Attracting Today’s Time-Starved Consumer will feature leaders from the retailers, resort, supplier and rep communities, are some highlights from the day, as well as the Wealthy Retailer series, which offers a free assessment at the beginning of the day and then guides retailers through various tracks that will help them improve their bottom lines and decision making.

“The Wealthy Retailer series has been incredibly successful helping independent retailers understand the keys to being cash positive, profitable and most of all sustainable in this constantly changing retail world,” said Scott Smith, presenter and Canadian Retail Solutions general manager. “The series starting with a self-assessment hit the key areas snow sport retailers must address to compete and rise out of the shadows of the big box chains.”

Take your pick of over 50 more seminars going on during the Snow Show, find the daily schedule here. SIAsnowshow.com/seminars.

NEW to this year’s line-up of 60+ educational sessions is the production-oriented series to be held inside Sourcing Snow. Sourcing SnowTopics include Picking the Right Line With Your Intellectual Property Strategy, Outside-In Planning: Tools and Techniques for Strategic Line Planning, Why, When and How to Develop an IP Strategy Appropriate for Your Business, Snow Sports Trends and the Fashion Industry’s Influence, and Tools for the Fuzzy Front End of Product Development as well as sessions focusing on trends and specific product technologies.
More info at SIAsnowshow.com/sourcing

Nordic CenterRetailers that needs tips on helping your customers discover the Nordic lifestyle have Show floor access to the NEW Nordic Center presented by Cross Country Ski Areas Association, where a Nordic product expert will always be available to discuss your merchandising and sales questions about one of the most accessible and financially feasible segments of the snow sports industry. 2015 participants include Alpina Sports Corp., Atomic USA, Inc., Crescent Moon Snowshoes, Endurance Enterprises, Fisher Skis US, Madshus, One Way Sport USA, Rossignol, Salomon USA, Swix Sport USA, Inc., and TOKO.

“The Nordic Center is designed to give buyers and media a comprehensive overview of the touring market and opportunities. With product samples from all of the Nordic suppliers and the data from SIA, this is a great place to learn more about the Nordic market and finalize a plan for working the Show and on-snow testing,” said Ryan Green, Rossignol. More info at SIAsnowshow.com/Nordic

Rental World/Backshop, Uniform GalleryAt Rental World/Backshop, Uniform Gallery on January 30 at 1P, join SAM Magazine for their Industry Power Panel of boot-fit gurus who will reveal how to get renters into the right size and right frame of mind in the most efficient way possible in a presentation Fitting Rental Boots: The 5-Minute Miracle. This year this curated section features more than 50 exhibitors, showcasing the latest hardgoods rental equipment, displays and accessories, backshop tools and uniforms. Mix and mingle over coffee at the rental buyers breakfasts on Thursday and Friday mornings. More info at SIAsnowshow.com/rental

Ryan Harti“The Rental World seminar was tremendously helpful to us, as was the exhibit itself. Rental is so important because you’re maintaining it, you’re keeping it for years and years, so the right decisions are hugely important, and the seminars here help you make the right decisions.” -Ryan Hartl, Buyer for Arizona Snowbowl

Blue Bird Social ZoneIn addition to connecting and recharging, come to the Blue Bird Social Zone for 16 illuminating presentations on a range of topics from digital marketing for small business to web traffic conversion. New this year is an expert styling session with designers, media and industry influencers who know best “how to wear it” for the alpine, freeski and après categories – audience participation is encouraged! More info at SIAsnowshow.com/bluebird

Steve Suitland“I attended the seminar ‘Building Brand Awareness and How to do it Through Media.’ Definitely worth the time to learn about this, with great takeaways to bring back to the shop. And I loved that it took place in the Blue Bird Social Zone; it was a good atmosphere for it.” Steve Suitland, buyer, Pinnacle Sport, Stowe VT

Backcountry ExperienceThis year’s Backcountry Experience hosts the industry launch of the Backcountry Starts Here (BSH) campaign where retailers, reps and the media can learn more from the American Institute for Avalanche Research and Education (AIARE) professionals, athletes and guides including Chris Davenport, Greg Hill, Lynsey Dyer and Jeremy Jones. Each day, Backcountry Experience hosts retail clinics, panel discussions, happy hours with the pros, in addition to supporting content structured around the basics of the Backcountry Starts Here campaign. See more below in the Backcountry Experience article in this newsletter. More info also at SIAsnowshow.com/backcountry

CRAFT @ SIACRAFT@SIA (booth #4469) returns with all the handcrafted artistry, local flavor and youthful innovation you loved last year. 14 brands will exhibit for 2015 – see the list here. Stop by CRAFT Friday and Saturday during the Show and enjoy local craft beer.  Pouring begins at 5:00pm, supplies are limited.

Additional information and updates to the seminar listings can be found at the INDUSTRY + INTELLIGENCE section of the Snow Show website at SIAsnowshow.com/jan28, and at the Show seminar listing page at SIAsnowshow.com/seminars. Follow SIA on Facebook and join the conversation about INDUSTRY + INTELLIGENCE on Twitter using #SIA15intel.

Just Announced: Epic Pass Offer for Show Attendees Only!

Epic Season PassSIA and Vail Resorts have partnered up for a fifth year, to offer the SIA Snow Show Epic Pass, which includes unlimited and unrestricted skiing or riding at Vail, Beaver Creek, Breckenridge, Keystone, Park City, Canyons, Heavenly, Northstar, Kirkwood, Afton Alps, Mt. Brighton, and Arapahoe Basin for only $299.  The SIA Epic Pass is only available to Snow Show attendees during the 2015 SIA Snow Show, January 29 – February 1, at the Epic Pass booth (#1331). The pass is valid from February 2 through the remainder of the 2014/2015 winter season with no blackout dates.

See you On The Snow! Over 140 Exhibitors at This Year’s On-Snow Demo

Here’s Your On-Snow Demo Checklist – Plan ahead now to make the most of your time on snow!

We’re looking forward to seeing everyone on the snow at Copper Mountain Resort! Copper is a perfect transition onto the slopes after four days of indoor work at the Show. With 140+ brands across Alpine, snowboard and cross country, the SIA On-Snow Demo/Ski-Ride Fest and Nordic Demo is the best chance to test all of the 15/16 hardgoods you just saw in Denver side-by-side.
Here’s all the info you need to know to make the most of your time at Copper:


1. Register now and book your lodging! Our new Demo pricing structure allows you to choose your options a la carte – but you must register in advance to get these options! The Black Diamond option is now sold out, but Blue and Green pre-registration packages are still available. On-site registration is $75, and includes all Blue square package items.The On-Snow Demo Ski/Ride Fest and Nordic Demo takes place at Copper Mountain Resort on Monday, February 3  9A – 4P and Tuesday, February 4  9A – 4P.

On-Snow Demo Tiered Pricing

**Be sure to pick up your On-Snow Demo badges at the Convention Center before Sunday at 10A– it will save you time and money when you arrive at Copper!

2. Find all your transportation options at SIAsnowshow.com/demo.

3. Check out the On-Snow demo Exhibitor List, posted here.

4. Mark your Calendar for the Nordic Demo Educational Seminars:

  • Monday, Feb 2 8:30A   Nordic State of the Industry Presentation – presented by SIA’s Research Director, Kelly Davis, Copper Station, East Village
    Get an inside view of what’s going on in cross country and snowshoe from retail sales, regional data and consumer behavior.
  • Tuesday Feb 3, 8:30A Maximizing Nordic Sales at Specialty Retail, Copper Station, East Village

5. Register/Plan for these On-Snow Demo Events:

  • Uphill/Downhill ChallengeJoin the 2014 Uphill/Downhill Challenge – or Cheer on the Competitors!
    The 2015 Uphill/Downhill Challenge will take place February 2, starting at 1P in the Demo area. SIA organizes the Uphill/Downhill Challenge with support from a number of companies and individuals within the backcountry, randonee, and splitboard communities. TheUphill/Downhill Challenge is a fundraiser for the AIARE.

AIAREDon’t miss the award ceremony beginning at 3P.
Click Here To Sign Up For The 2015 Uphill/Downhill Challenge

  • Rhythm RallyCheck out the newest Demo event: The Rhythm Rally, a banked slalom race to benefit Adaptive Action Sports (AAS) winter programs.Teams of five riders (including one female rider) will puttogether a cumulative time for the title of Rally Champs. Awards are at 4:30P. For more Rhythm Rally info and to register, please go-to: www.adacs.org. Limit of 35 teams. Early bird team registration is $175 or on site at SIA $200. Individual registration is $35 online pre-registration or $40 at the SIA Snow Show in Denver - look for the AAS Rhythm Rally Booth.

6. Take Advantage of Great Deals for On-Snow Demo Attendees in and Around Copper Mountain Resort. SIA and Copper Mountain have negotiated deals, valid February 2 – February 4, 2015 for food, retail and child care. Check out all participating locations listed below. SIA On-Snow Demo Credentials must be present at time of purchase.
Rentals and Services:

  • 50% off Sport, Performance or Demo walk up ski/snowboard packages at Copper Sports & Copper Rocker

Must show valid credential at register, discount valid for full packages

  • Gravitee Sports- Hot wax $15, edge/ wax $25, or full tune $45 & up. Demos start at $40.
  • Rebel Sports $5.00 off ski or board tunes and $6.00 off rental packages-
  • 10 % off SharpShooter Imaging
  • 10% off from Summit Massage & Wellness Studio. 

Food Discounts: 10% off at Belgian Bean, Camp Hale in East Village and Center Village, Casa Sanchez, and Mulligan’s Irish Pub. Breakfast and evening fondue specials at Alpinista Mountain Bistro. Happy Hour specials at Mulligan’s and Incline Bar and Grill.

Retail Discounts:  20% off regularly priced merchandise at Copper Sports, Kelly’s Closet, and Spyder

Kids Night Out: FREE three hour childcare service offered to parents on the condition that $30 per child is spent in any commercial outlet at the resort during the three hours that your children are in the program. For further information or to make an advanced reservation, please call #970-968-2318 ext. 38101

Family Free Time: Spend $40 in the Village at Copper’s restaurants or shops, Sun-Thurs and receive a FREE ice skate rental.

Book Your Lodging Now for the On-Snow Demo Ski/Ride Fest & Register!
Contact WWSRA’s Cami Garrison at Cami@wwsra.com with questions about the 2015 On-Snow Demo.
*Demo testing only open to buyers and media

For 24/7 updates on all things 2015 Snow Show, check SIA’s Latest and follow SIA on Twitter, Facebook and Instagram. We’ll be sending highlights before and during the Show to keep you in the know. Use #SIA15, #SIA15intel and #SIA15demo to join the conversation.

53 Exhibitors Join Sourcing Snow, Bringing You a One-Stop Shop for Production and Design

Sourcing Snow welcomes 53 key raw material leaders from all over the world with their textile and sourcing services. It’s a great way to streamline your buying process, as production Sourcing Snowprofessionals meet face to face with sourcing exhibitors during the Snow Show. With a bigger emphasis on wovens, 85% of Sourcing Snow exhibitors represent the fabric and softgoods sectors. New this year we’ve added seminars geared to sourcing, production and design, both during INDUSTRY + INTELLIGENCE and during the Show in the Sourcing Snow area.

Sourcing Snow Pre-Show GuideFind exhibitor information and details in the Sourcing Snow Pre-Show Guide. See a complete listing of exhibitors HERE.

New Seminars have been added to the Sourcing Snow line-up during the Show Jan. 29 - Jan. 31.

  • Snow Sport Trends and the Fashion Industry's Influence
  • Picking the Right Line with Your Intellectual Property Strategy
  • Outside-In Planning: Tools and Techniques for Strategic Line Planning
  • Tools for the Fuzzy Front End of Product Development
  • Confused about Durable Water Repellents (DWR)? Come and Learn What You Need to Know
  • Displays on a Budget: Simple DIY Ideas that Won't Break the Bank and Are Easy to Create

Textile InsightSeminars During Industry + Intelligence, Jan 28:

  • The Birds and Bees of Brand Creation & Brand Protection
  • The Birds and Bees of Product Design and Technology Protection

To help you plan your time for Sourcing Snow, take a look at the Nov/Dec issue of Textile Insight for the "Trend Setters of 2014" including a section on Sourcing Snow.

Make your plans now to attend the industry’s one-stop shop for production and design at Sourcing Snow. See you in Denver!

Get The Word Out About Your Brand – Be Sure to Take Advantage of These Show PR Tips:

Upload your releases to the Digital Press Room:
The Digital Press Room, accessed through the Supplier Dashboard, is now open, offering you a paperless space to upload your press releases, product information, images and more. Media begin using the Digital Press Room starting in December and continue to refer back after the Show. *No paper press kits or USB/memory keys are allowed onsite in the Show Press Room.

Upload images to the Sneak Peak/New Product Directory:
Back by popular demand, SIA has worked with Snow Show exhibitors to provide a dynamic digital preview for snow sports retailers and the media of the 2015/16 season's new and innovative "It" products. Get your brand noticed by uploading your images to the Sneak Peak/New Product Directory through the Supplier Dashboard.

Update your listing on the Interactive Floor Plan:
Make sure your booth listing/footprint has all the basics that come free. Logo insert and catalog or show documents upload is available. Over 30,000 user sessions occur before and after the Show. Don't ignore this high traffic resource! Log in through the Exhibitor Dashboard to check your listing today.
Consider one of the 14 upgrades available to get your company listed as a “Featured Exhibitor.” Contact Chris Semon at CSemon@snowsports.org.

Submit your Events for inclusion on SIAsnowshow.com and Show App:
Submit your Special Event Notification Form to have your event included on our website, Interactive Show Planner, on the SIA Snow Show App and pushed out to retailers and media. Questions? Contact Lindsey Auer at LAuer@snowsports.org.

Follow #SIA15 on Facebook, Twitter and Instagram 
Follow the 2014 SIA Snow Show by using #SIA15 and #SIA15demo for the On-Snow Demo/Ski-Ride Fest at Copper Mountain and #SIA15intel for Industry + Intelligence. Be sure to check out SIA’s FacebookTwitter, Instagram, Vimeo and SIAsnowshow.com for the latest Show information!

Don’t forget to download the SIA/Show App!
SIA/Show AppThe SIA/Show app, which is accessed directly from the SIA app, features interactive floor maps for the Snow, exhibitor listings, Show scheduling, social media feeds, downtown Denver restaurant/bar listings, full educational seminar listings and speakers, events and On-Snow Demo info. It’s all the #SIA15 info you need in the palm of your hand - download it now!

*If you’ve already downloaded the SIA/Snow Show App, be sure to login to create appointment scheduling with the interactive floor plan. It you’re not using the scheduler tool, enter the App as a “Guest”.

Get the Word Out to Media Before the Show:
The first release of the 2015 SIA Snow Show pre-registered media list is available. Download it here: Pre-Registered Media List as of December 16. This list of pre-registered media will continue to grow in January closer to the Show, when many media choose to register. The most updated list will be sent right before the Show. Take the time to research the writers and media outlets on this list to decide which will find your company, products and news relevant and then use it to target your pitches and booth invites.

Check Out The PR Webinar:
Did you miss SIA’s PR webinar reviewing all of the PR and marketing opportunities available at the Snow Show? Check out these free downloads to share with your staff:
PDF Version
PPT with Recording
Please  let us know if you have any questions about what was covered. Detailed info about what is outlined in the presentation is in the Exhibitor PR Kit and Exhibitor Exposure PDF.

Let’s Shmooz! The Industry’s Best Job Fair Returns to the Show

Malakye.comMalakye.com and SIA are anticipating a great Shmooz at the Show, bringing industry employment opportunities directly to the source. 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. New Date! Wednesday, January 28 11-3P during Industry + Intelligence. For more info click here or email Chad@malakye.com.


2015 Events Celebrate Industry Achievements and the Sport You Love – Plan Now to Attend your Favorites!

Below is a sampling of the growing list of events at the 2015 Snow Show. Check back to SIAsnowshow.com/events to see the full list, and for updates:

Retailer of the Year award winner Tyler BunchSIA SnowSports Awards
Friday, January 30, 6P 
Each year SIA recognizes specialty retailers, sales reps and industry suppliers in the US and Canada who have excelled in fostering relationships, moving product and setting their brand apart from the competition, while pushing forward the passion and growth of snow sports.

OIWCOIWC Keynote & Awards Ceremony
Friday, January 30, 6P
Mile High Ballroom
Annelise Loevlie, CEO of Icelantic.SIA attendees are invited to join OIWC on Day 2 of the Show for a light appetizers 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. For 2015, Linda Rodney, Sales Manager North America of Giro, has been recognized as the OIWC Pioneering Woman and Lesley Betts, Snowboard Product Manager for Burton, has captured the OIWC First Ascent Award. OIWC’s Keynote Presentation will be delivered by Annelise Loevlie, CEO of Icelantic. 

Universal Sports NetworkUniversal Sports Network Takes Snow Sports Enthusiasts Inside the Industry's Largest Trade Show with 2015 SIA Snow Show
Premiering on February 20, 8P 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. Universal Sports visited various booths and conducted on-site interviews at the Snow Show and at the On-Snow Demo at Copper Mountain. 

The ShmoozThe Shmooz
Wednesday, January 28, 11A-3P 
The Shmooz is back again for the 2015 SIA Snow Show.  Quickly becoming the premiere hiring event of the year, The Shmooz, presented by Malakye.com, brings together the Snow industry’s leading employers and professionals for a day of in-person interviews and networking.  It is free for both exhibitors and attendees. 

OIWCOIWC Women’s Lounge (Booth #548)
Open from Thursday, January 29, 9A until Sunday, February 1, 1P
Conveniently located on the trade show floor, this specialty lounge allows professionals from across the industry to relax and network away from the bustling floor.  In addition, there will be women’s gear and apparel out for lounge visitors to get a closer look. Lounge is open trade show hours and offers comfortable seating areas.
***Sponsorship opportunities are available to add exposure to your brand, women’s line, and/or a new women’s product. Contact Hillary Harding at hharding@oiwc.org for more information.

Protect Our Winters (POW)Protect Our Winters Breakfast: Burritos & Bloodies
Friday, January 30
Doors Open at 7:30A
Mile High Ballroom 1 
POW presents “CLIMATE CHANGE, NOW WHAT?” by David Roberts, writer for Grist.org.  “CLIMATE CHANGE, NOW WHAT?” provides an anecdotal look at the last ten years of covering climate change, energy and politics - an interesting commentary about the current state of the climate battle, and an outlook for the challenge ahead in 2015.

David Roberts writes about climate change and energy politics for Grist.org. His writing has appeared in Outside Magazine, Fast Company, Popular Science, and elsewhere. Grist is one the foremost environmental online magazines, the source of intelligent, irreverent environmental news and commentary.

Saturday, January 31
SNOWDOWN, in partnership with AEG Live, is proud to announce the 5th annual SNOWDOWN! Featuring performances by Yelawolf & Keys N Krates. SNOWDOWN 2015 will be hosted by snow industry veteran professional snowboarder Danny Kass & TV personality Dingo SNOWDOWN at the Exdo Event Center on Saturday, January 31st 2015. TICKETS ON SALE NOW at www.snowdownsia.com

TransWorld SnowboardingTransWorld Snowboarding Riders' Poll Awards Show
Friday, January 30, 7P 
The biggest night in snowboarding. Each year the stars of our sport gather to honor the year’s best in Snowboarding. Awards include Video of the year. Men’s and Women’s Rider of the year, The Legend award, and the TransWorld Snowboarding Readers Choice award voted on by the readers of TransWold Snowboarding.

SOS OutreachSIA/SOS Hockey Shoot Out
Friday, January 30 - after the 7P Avalanche game 
Pepsi Center

The Pepsi Center will be donating the ice for the official SIA/SOS Hockey Shoot Out and offering discounted tickets to the Avalanche Game from which they will also be donating a portion of ticket sales to SOS. There’s a full roster that includes a number of Avalanche Alums.

Backcountry Experience Exhibit to Launch Unprecedented Collaborative Industry Safety Campaign: Project Zero’s Backcountry Starts Here

Exhibit will Feature Seminars, Q-and-A’s and Happy Hours with Athletes, Guides and Avalanche Professionals in Support of Backcountry Starts Here (BSH)

Backcountry ExperienceThis year’s Backcountry Experience Exhibit (Booth #4565) is honored to host the industry launch of the Backcountry Starts Here (BSH) campaign, initiated by Project Zero. Project Zero is a ground-breaking industry collaboration among avalanche forecast centers, educators, equipment manufacturers, industry associations and non-profit’s across North America formed under the far-reaching vision to “Reduce Avalanche Fatalities to Zero.”  

Backcountry Starts Here is Project Zero’s first campaign initiative, aimed specifically at reducing avalanche fatalities by changing perceptions of avalanche risk and backcountry behavior in young, skilled skiers and riders with immediate intentions to enter backcountry terrain. The campaign is rooted in market research conducted by Project Zero during the winter of 2013/14, which identified a strong need for peer-to-peer education. Additionally, the research showed that social media influences were an absolute necessity to drive these desired cultural changes.

“SIA is thrilled to support the launch of Backcountry Starts Here,” said Dave Wray, SIA Western Sales and Marketing Manager. “The backcountry community, which includes retailers, manufacturers, guides, resorts and of course, end-consumers, all need to get on the same page to promote a safety mindset and this is a great step forward in accomplishing just that.”

Each day of the Show, Backcountry Experience will host retail clinics, panel discussions and happy hours with the pros, in addition to supporting content structured around the basics of the Backcountry Starts Here campaign. Retailers, reps and the media can learn more from daily Q & A’s with the American Institute for Avalanche Research and Education (AIARE) professionals, as well as athletes and guides including Chris Davenport, Greg Hill, Lynsey Dyer and Jeremy Jones.

“We want to create a new normal,” commented AIARE’s Tom Murphy. “Currently the thinking is, ‘I have my beacon, shovel, probe. Let’s go.’ We need people to be thinking, ‘I have my gear, what’s the avalanche problem today and how do we avoid it?’ That will require a systemic change. And all of the stakeholders—the users, enforcers, rescuers, designers—will need to work together to promote it.”

More information at SIAsnowshow.com/backcountry.

Lou Rosenfeld“I think it’s so important to have these backcountry discussions and hear from the experts and get everyone talking. It’s a fine balance from the retailer’s perspective, to the manufacturer, to the consumer, of who’s responsible to teach you to use your equipment,” said Lou Rosenfeld, owner, Lou’s Performance Sport, Calgary BC. “Of course we all need to take responsibility, so it’s important to get all sides working together and communicating to make sure the products are safe, and that people know how to use them. It’s very helpful from my perspective to attend these seminars because I do all I can in my shop to help educate my customers, so the more education I can get at the Show, the better.”

David Grissom“I think it’s tremendous the way SIA has gotten behind communication efforts and education for backcountry products. The Backcountry Experience exhibit is one example of that, as well as all the great panels and seminars that take place within it,” said David Grissom, Voile Sales and Marketing Manager.  “You see the huge growth in the category, and I think it’s so important to help consumers understand the products more as well as to help the brands have collaboration between themselves.”

For more information on Project Zero and Backcountry Starts Here, visit: backcountrystartshere.com or find us on Facebook, Instagram, or Twitter for the latest updates, contests, articles and more.

Make your plans now- Backcountry Experience seminars/clinics/events include:

Daily: Open Q & A with AIARE - American Institute for Avalanche Research and Education 
Stop by the booth to get your questions answered directly by backcountry professionals

Check SIAsnowshow.com/backcountry for Q & A times each day, as well as full listing of BC Experience seminars and events.

Thursday, January 29:
10A Backcountry Starts Here! 
Come see and learn a new way of thinking about avalanche education from the professionals as AIARE rolls out the first campaign of Project Zero

Greg Hill12P Lunch with the Pros – Greg Hill – Won’t Get Caught Again!
Having recently been tumbled by an avalanche in Pakistan, Greg Hill realizes the rules he uses in the mountains. Greg will look back through the years and use stories to illustrate this set of rules. Inspiring people to venture deeper into the backcountry but arming them with some knowledge to stay safer.

2P Selling Avalanche Safety Equipment on the internet
Retail Clinic Presented by Verde PR

5P Happy Hour with Jeremy Jones – Tolerating Risk Post
Suds and Stories - With risk comes reward and it's not about rolling the dice. Listen to Jeremy as he discusses what goes into the decision making process when he evaluates whether or not to ride a certain line.

Friday, January 30:
10A Media & Avalanches: Safety Messaging, Content & Accident Accounts
Presented by Backcountry Magazine, MSP, Powder, TGR, WildSnow
Join us as our panel strives to identify practical ways to incorporate avalanche safety messaging while portraying the sports we love

Chris Davenport12P Lunch with the Pro’s – Chris Davenport – The Athlete Guide – Managing Risk in the Mountains: Lessons from the Backcountry Lessons learned from 20 years of backcountry skiing and mountaineering. Themes of the talk include managing risk, the importance of goal setting, and the importance of achieving “flow state” while in the mountains.

2P Selling Avalanche Safety Equipment at Mountain Specialty Shops Retail Clinic Presented by AIARE

Lynsey Dyer5P Happy Hour with Lynsey Dyer
Creating the Wow Factor, without the Danger Factor. Suds and Stories - Join us for a conversation with athlete and filmmaker Lynsey Dyer on the topic of how to create buzz and inspire consumers, by focusing on having fun safely. Lynsey will drive the conversation with highlights and stories from her movie Pretty Faces.

Saturday, January 31:
10A Protecting Brand Assets
Panel discussion - Our panel investigates how brands and athletes can work together to protect their athletes and brand images from avalanches

12P Free screening - Pretty Faces, a Unicorn Picnic film

SIA Backcountry Retail Kit2P Selling Avalanche Safety Equipment at Big Box retailers
Retail Clinic Presented by AIARE

Prep for the Show and learn to grow your participation in the category with the SIA Backcountry Retail Kit. For more information about Backcountry Experience check SIAsnowshow.com/backcountry. Questions? Contact SIA Western Sales and Marketing Manager Dave Wray at DWray@snowsports.org or 503.708.1947.  

We Have Our Winners! Bro’d to SIA Offers Two Up-And-Coming Shop Employees the Ultimate Opportunity to Learn About the Industry; The Road to SIA Brings Two Deserving Shop Owners/Buyers to The Show for Their First Time Ever

Bro'd to SIACongrats to Skiing Magazine’s Bro’d to SIA Winner, Anthony Garbarino, and TransWorld Business Winner, Ted Rung! Both entered our Bro’d to SIA Contest in December and will be joining us at the Show to find out what it’s like to have a career in the Snow Sports Industry. In addition, our new Canadian contest with SBC Magazine, The Road to SIA, brings Tom Honey of One Boardshop and Kaitlyn Hagen of Pro Skateboards & Snowboards to SIA for their first ever Show experience!

First, we asked Ted and Anthony to share a little bit about themselves, what motivated them to enter Bro’d to SIA and what their thoughts are about their win:
Ted RungSIA: Tell us a little bit about your jobs at Stratton's Burton shop and Syd & Dusty's (Ted) and Next Adventure (Anthony): how long you've been there, what your responsibilities are, and what's great about working there?
Ted: I have been at Stratton for a little over 3 years now.  I started as a seasonal employee and then got the supervisor position when I came back for my second season.  It’s my job to make the store run from day to day.  I get to choose the staff, make the schedule and help a little with keeping the right product in the store.  Stratton is an awesome place to work.  They have given me a lot of room to run the stores how I want and learn along the way.  We also get some good perks and can ride almost every day of the week.
Anthony: I’ve been at Next Adventure since the end of June; my first day was directly a week after I graduated from the University of Oregon.  I’m the content manager, so I’m responsible for all digital marketing, social media, e-mail marketing, etc. The best perk of working at Next is the company culture. Our two owners and our management have immense faith within their staff, so many ideas and campaigns are sourced from a “bottom-up” method which provides my coworkers and me a great amount of creative freedom.

Antony GarbarinoSIA: In your contest entry, you talked about your goals in the snow sports industry. Tell us a little bit about your goals, and how you think coming to SIA could help you reach them.
Ted: I think being a buyer is the next step.  I have been front line in a shop for 12 years now. It’s time to learn something new, but the idea of leaving the snowboarding community to do it doesn’t work for me.  SIA is the “big show” that seems to set everything up for the next season.  It’s the place to see things and make decisions, so I want to be there.
Anthony:  The greatest appeal (to me) is the progressiveness of the production and design side of the industry. So much influence is pulled from outside factors and then applied to our industry providing endless potential for groundbreaking products and services. It’s extremely fascinating. SIA will be a huge help since all the innovative thinkers and designers will be in attendance showing off their hottest new products and visions of future *Gary Busey Voice.* It’ll be a great chance to meet and connect with these folks.

SIA:  What are you most looking forward to about the trip?
Ted: The thing I am looking forward to most is finally seeing the show.  It’s been a long time trying to find an opportunity to get there.  It might not be the good old Vegas days I have heard about, but I bet it will still be an awesome time.
Anthony:  I’m looking forward to the entire experience and taking it all in for the first time. Aside from that, I’m excited to meet and connect with the fine folks at Skiing Mag and SIA who provided me with this awesome opportunity! Thanks again guys!

Bro'd to SIAIn the new Road to SIA contest, Canadian owners and buyers were encouraged to enter in order to win a first-time trip to the Show with SBC Business. We are super excited to welcome Tom Honey of One Boardshop and Kaitlyn Hagen of Pro Skateboards & Snowboards to the Show for the first time. We asked them about their shops, and about what they’re looking forward to when they get to Denver.

SIA: Tell us a little bit about your shop:
Tom: I am from ONE Boardshop in the Kelowna, BC. ONE is a result of the merging of Deviate Boardshop and Island Snow. Combined we have over 40 years of Skateboard and Snowboard sales experience. We are now one of the largest specialty boardshops in Western Canada.
Kaitlyn: I work as a buyer for Pro Skates in Halifax, Nova Scotia. Along with skate, we also do snow and surf. Though the shop has been in business for almost 30 years, we’ve recently undergone some big changes. About six months ago we teamed up with our friends Dean Petty and Zane Kelsall of Anchored Coffee (@anchoredcoffee) and opened a café in our store. Around the same time, our friend Joel Martell took over our back room and opened Oddfellows Barbershop (@oddfellows_barbershop) next to our mini ramp. We’ve got a lot of fun stuff going on. 

Tom HoneySIA: What inspired you enter the Road to SIA contest?
Tom: SIA has always looked like a fun time and a way to link directly with brands. With the addition of the On-Snow Demo it made it something not to miss so I jumped on the chance to enter.
Kaitlyn: I frequently read SBC Business to keep up on what’s happening in our industry. I saw the contest on the front page and entered. Needless to say, I was pleasantly surprised when I found out I had won! 

SIA: How do you think attending the Show for the first time will be a benefit to your shop?
Tom: Attending the show for the first time will benefit the shop in that it will allow me to directly connect with brands at their source which is especially important with the emergence of lots of smaller brands.
Kaitlyn: Attending SIA will give us an opportunity to see everything that’s out there under one roof. We have certain brands that we will always do business with season after season, but we are always looking for new and exciting products that we think will fit well in our store.

SIA: Is there anything specific you’re looking forward to doing or seeing at the Show?
Tom: I am going to take this opportunity to focus on checking out all the split/touring specific brands as that is my main buying responsibility. I am also really looking forward to the on snow demos and trying out some boards from my favorite brands such as Capita/Union/DWD.
Kaitlyn: I’m looking forward to meeting new people and making new connections. I’m always interested to hear what business is like at other shops around North America. Hear what works, and what doesn’t. This is also my first trade show and my first time visiting Colorado, so that in itself is pretty exciting.

Be sure to keep an eye out for Ted, Anthony, Tom and Kaitlyn and welcome them to the Show!

Thanks to Skiing Magazine and TransWorld Business for hosting Bro’d with us, and congrats again to Ted and Anthony, on getting Bro’d to SIA – and thanks to SBC Business for hosting the Road to SIA with us,  and congrats Tom and Kaitlyn for being our first-ever winners!

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




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