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

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SIA Show Newsletter 1.1


The On-Snow Demo is held each year in cooperation with the Western Winter Sports Representatives (WWSRA), and the new location at Copper Mountain is generating a lot of excitement for the 2014 Show. We caught up with WWSRA’s President Morgan Turner and Association Director Cami Garrison to talk about the benefits of the new location at Copper.

SIA: How do you think having the Demo at Copper Mountain will benefit the manufacturers as well as buyers and reps?
CG and MT: Copper is one of the best-known Front Range resorts in Colorado. Its proximity to I-70 and to Summit County makes it an ideal location and opens the Demo up to a much larger turnout. The move to Copper is truly an open invitation to all retailers, especially those close by in CO, to get more of their employees out of the shop for a day or two, and on snow to test out the newest gear and innovations from the industry. While buyers are obviously the key in getting a variety of products into a storefront, you can't overlook the importance of shop employees and the impact they have on sell through. They are the front line to the customer. They dictate many of the products that walk out the door and Copper will most certainly bring a large number of shop employees to Demo over the next few years. 

SIA: What are some of the benefits of the new location?
CG and MT: Having the Copper Conference Center as a central hub for the Demo is going to be great! To have a boot room all in one beautiful setting along with registration and food in same zone is a huge improvement. There are so many great restaurants along with spots to get a drink and catch up with friends all around the Copper base area and just a few steps from your condo. This will really create a greater sense of community around the Demo. Again, Copper's proximity to Denver and I-70 makes getting there from Denver and the Show quick and easy. And finally, it's going to be great to have the Nordic Demo so close to the rest of the Demo. Hopefully we'll see more of the Nordic crew out with the rest of the Demo attendees this season!

SIA: How do you think the On-Snow Demo rounds out the Show attendees’ experience, and why is important to attend?
CG and MT: The On-Snow Demo always has been, in our opinion, one of the most important events before and after a shop does their buy. To truly give your customer the information they need and deserve you have to do your research. Skiing and snowboarding is an experience that you have to sell to your customer. You can't sell your customer on an experience you haven't had. Taking the time to try the products you currently carry and test out products you don't carry is vitally important to staying current and educated on what is happening with technology in our industry. Manufacturers look to their retailers to tell them what is and isn't working on the shop floor and out on the hill. Retail feedback is a critical element of brand progression and innovation. 

With excitement building for the On-Snow Demo at Copper Mountain and event plans taking shape, now’s the time to register and reserve your lodging before the early bird rates expire November 1!

On-Snow Demo registration is $20 and includes two days at Copper Mountain Resort:

  • Lift tickets
  • Breakfast and lunch each day
  • Après ski/ride happy hour
  • Transportation to and from Denver
  • Ski/snowboard demos and rentals

Register now
Hotel rooms at the Early Bird Rates are still available at Copper Mountain until NOVEMBER 1 – make your reservations soon!

Don’t miss out on the industry’s 2014 SIA On-Snow Demo/Ski-Ride Fest

The terrain at Copper Mountain is ideal for the On-Snow Demo:


All the brands. All the key players. All in one place. The SIA Snow Show brings together 95% of the supplier market share in snow sports, representing more than 900 brands in alpine, snowboard, cross country, AT/backcountry, snowshoe, outdoor and apparel. You’ll see all of the latest trends, innovations, full color palettes and complete product lines to help you make a better buy for your shop. It’s your community, and your opportunity to keep your business thriving. Be there!

“SIA is an opportunity to get all-important face time with our vendors, other retailers, and whole host of others throughout the industry. We see the Show as an opportunity to strengthen relationships important to the business while having a good time together along the way.”  Bryce Phillips, Founder, Evo, Seattle, WA

“SIA is my favorite Show! Having that face time builds the foundation in relationships that you cultivate. The Show also creates energy around a brand, and being able to bring your accounts into that environment adds more depth to the brand. Getting that exposure and connection at the Show is vital.” Heidi Williamson, Sales Rep, Eider

REGISTER ONLINE TODAY! For questions and more info about registration, please contact Pat Grenke at PGrenke@snowsports.org.



Book your hotel now before the best rooms and rates sell out. Rooms starting at $119 – check SIAsnowshow.com/hotels for a listing of available locations and rates.

On-Snow Demo hotels need to be reserved separately. Book your On-Snow Demo reservations at Copper Mountain ASAP – Early Bird Demo Rates end November 1!


At the 2014 Snow Show, you’ll have a unique opportunity to get familiar with a growing trend in the snow sports world – small, hand-crafted ski and snowboard manufacturers. The Snow Show’s new exhibit called CRAFT @ SIA will create a hub to show off the artistic design, technological innovation and handmade quality that fuels this new category.

“Craft is a great term for these brands. Just as craft beer brewers are known for their small batches, attention to detail and unique offerings – the same can be said for smaller ski and snowboard manufacturers,” commented David Ingemie, SIA president. “It’s definitely an influential segment that we’ve wanted to include in the Snow Show and get more involved within the industry for years,” added Ingemie.

SIA’s Research Director Kelly Davis said that Craft brands represent about 5 percent of the hard goods market. “When looking at the market as a whole, these brands are a small percentage, but their influence is felt throughout the industry as they’re willing to innovate and customize their products based on customer feedback,” she commented.

The SIA Snow Show plans to showcase dozens of ski and snowboard brands in the new CRAFT exhibit area, including Ramp Skis, Marhar Snowboards, Big Wood Ski, L2R Snowboards, Notice Snowboards, and Flo Skis.

First-time exhibitor Lauren Ellingson, co-founder of Notice Snowboards, said the exhibit will benefit the brands as well as the industry as a whole. “Since the launch of our company, we have wanted to be involved with the SIA Snow Show. It's important for us to check out what's happening within the industry and get the exposure SIA offers for our boards.”

"As part of the boutique ski industry, it’s great to see SIA acknowledge the importance of small ski boutique companies." added Bex Wilkinson, PR/sales rep for Big Wood Ski.

As plans take shape for this new exhibit and brands continue to join in, we will keep you updated with more information at SIAsnowshow.com. Stay tuned for more about this exciting new addition to the Show!


The 2014 Seminar Schedule highlights have been released, including the ever-popular SnowSports Market Overview by Category, presented by Kelly Davis, SIA’s research director. In this seminar attendees will get a complete overview of the retail market and how it is evolving with changing consumer behavior. 

Davis points out that the up-to-the-moment information imparted in this seminar is key to understanding the current market. “We do this seminar immediately after the December data is released. It’s the first opportunity we have to share it and talk about it, and this is the most important data of the year. Everything that follows is a trend that the December data kicks off,” she said.

Overall category trends will be presented at the seminar as well as a detailed view of category retail data including sales, inventories and sell through and a tutorial on how to use the data presented. Finally, predictive modeling techniques are discussed, highlighting opportunities for each category using available retail, economic, participation, weather and other data pertinent to category performance.

The list of seminars continues to grow and will be posted at SIAsnowshow.com/seminars in the next few weeks. The list of must-see 2014 seminars includes:

Thursday, January 30
F/W ‘14 Color and Megatrends, Presented by Stylesight
Stylesight focuses on the trends driving the snow sports sector, through the use of comprehensive color combinations as well as inspirational mood images and themes. Key silhouettes and design details, prints and graphics, and innovative materials will be explored, focusing on performance, surface textures and directional developments in technology.

Moms Matter – The Secret to Growing the Ski Industry, Moderated by Krista Parry FACT: Women control 85% of household spending. How do we as an industry make it easier to KEEP and Bring back moms to the sport. This panel of expert “moms” and women in the ski industry will help you understand how to leverage moms to grow your business.

Friday, January 31
From Zero to Snow Sports Digital Marketing Hero in 10.5 Steps, Presented by Rob Rozicki
In this session you'll learn how to make digital marketing easy for your business or brand whatever your size. Take away specific tactics and strategies not more questions from this session.

Made In USA
A panel discussion with premiere brands of the ski and snowboard industry speaking about their risk/rewards, trials and tribulations, and why being built in the USA matters to the future of our sport.

Saturday, February 1
Inspiration Through Digital Storytelling, Presented by Jeff Werkheiser
Get people dreaming through your digital and social storytelling; we'll talk through how to build a content strategy that tells your brand's story.

From Concept to Completion, The Creation of a Garment, Presented by John Andreae
Utilizing experts to highlight the crucial variables throughout the process of creating a garment. 

Financing Your Growing Company, Presented by LSQ Funding Group and US Bank
The purpose of the seminar is to educate and provide options for managing growth and securing capital in a growth environment. 

The Seminar Schedule is being completed and will be posted at SIAsnowshow.com/seminars in the next few weeks. In the meantime, you can view or download many of the 2013 Seminars to help you plan which seminars you’d like to attend at the 2014 Show!


The SIA Show Newsletter is sponsored by Innovative Systems LLC

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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