SIA Show Newsletter 1.5
Date: 2/17/2010
INDUSTRY CELEBRATES THEIR LOVE OF SNOW AT 2010 SIA SNOW SHOW IN THEIR NEW HOME DENVER, CO!
The 2010 SIA Snow Show was a success! After being in Vegas for 37 years, from January 28-31, the snow sports industry took over downtown Denver and delivered the hottest snow sports trends, innovations, educational seminars, product presentations, personalities, events, concerts, meetings and parties. The sold-out Snow Show featured over 311,000 sq ft of exhibit space, over 460 booths representing over 800 snow sports brands, including over 125 new exhibitors. The Show drew over 19,000 attendees including manufacturers, retailers, reps, resorts athletes, celebrities, politicians, and some of the most respected people in the industry.
“The city of Denver has rolled out the red carpet for the entire snow sports industry and we’re encouraging members to take advantage of everything the city and state of Colorado has to offer,” said David Ingemie, SIA President. “Our industry is excited for the trade show doors to open on January 28th, but even more, we’re excited to get out and do what we love later this week at Winter Park and Devil’s Thumb Ranch for our On-Snow Demo/Free Ride Fest.”
The SIA Snow Show showcased product lines and styles, for ski, snowboard, cross country, AT, telemark, snowshoe and winter fashions. These four days were powered by the passion and culture of snow sports with suppliers, retailers, buyers, reps, athletes, industry professionals, media and celebrity personalities all in attendance. Attendees conducted business that can only happen at the Show – presenting full color-lines from the winter collections for 2010.11, viewing upcoming trends, meeting with key principals and networking with the industry face to face.
Some highlights of events that occurred at the Show included the Premier Snow Fashion Show, the official announcement of the 2010 SIA U.S and Canadian SnowSports Retailers and Reps of the Year, brand events, parties, a full line up of free seminars for Show attendees, the return of the Yard, The World’s Largest Après Ski + Ride Party hosted by The Denver Post, a welcome from the Colorado Governor and Denver Mayor, a U.S. Senator, a Hollywood actress, a funk and hip-hop rapper, athletes including Patrick Deenan and prestigious awards handed out to industry stand-outs. Show attendees were able to watch live feeds of the X Games during the Show at the Colorado Ski Country USA (CSCUSA) Central Lounge and Food Court. INNOVATIONS, NOW, an exhibit that highlighted over 200 of next season’s latest innovations and hottest snow sports trends, made its debut at the Show. The Show also hosted a Winter Olympic exhibit that featured one-of-a-kind photos, equipment and memorabilia from: Colorado Ski & Snowboard Museum and Hall of Fame, Michigan U.S. Ski & Snowboard Hall of Fame, New England Ski Museum, ISHA and Vintage Ski World and uniforms from Burton, Spyder and Under Armour.
SIA also provided a full line-up of free seminars and clinics for all Show attendees – each conveniently held onsite at the Colorado Convention Center. Seminar/clinic topics included: Snow Sports Market Overview, International Sales 101: Take Your Brand Worldwide, Connecting with Youth, Twitter and More, Rockerboards, the Latest in Sales, 2011 Trends and more.
After four days of meetings, appointments and product demos inside the Colorado Convention Center, Show attendees were ready to head outside to blow off some steam on the hill and test products they had just seen. As soon as the Snow Show was packed up, a crowd of about 3,600 snow sports industry representatives including retailers, manufacturers and media headed for the mountains for the first international On-Snow Demo/Free Ride Fest (February 1-2) at Winter Park Resort and Devil's Thumb Ranch. A total of 231 booths were set-up for demoing product for the two-day, industry only event.
Demo attendees took advantage of the 2,438 acres that were open at Winter Park Resort and the nearby serene setting of Devil’s Thumb Resort, with more than 100km of groomed trails for testing Nordic equipment.
“This being our first demo, we hoped for good attendance, but really we were blown away by how well this went and what a great time everyone was having,” commented David Ingemie, president of SIA.
In addition to testing out the latest in equipment and accessories, attendees got to ski, ride and slide and hang with industry friends during several parties and gatherings hosted by SIA members. The demo event was held in conjunction with the WWSRA (Western Winter Sports Representatives Association) Rocky Mountain Demo and CCSAA (Cross Country Ski Areas Association) for the Nordic portion of the demo.
Overall, the 2010 SIA Snow Show and On-Snow Demo/Free Ride Fest were a hit! Business was good and the party raged on this year at the 2010 SIA Snow Show in its new home in Denver, CO. Here are some quotes from Show attendees, expressing their experience at the Show.
“There’s more community here. We’re all into the same thing. It’s more laid back. You don’t have the Vegas attitude and the bar scene is easy to get into,” Alex Albers, Line.
“Thank you for making the Show a very pleasant experience. The show was far and above better and easier to access. I loved it! Buying was a delight, the best in 25 years,” Gloria Richter, The Sport Spot, Shrewsbury, N.J.
"The On-Snow was great for POC. We had a great crowd both days, eager to try out new POC helmets and goggles. Retailers were really psyched on how easy it was to test everything on the slopes here at Winter Park," Erin Sullivan, POC Sports.
"The demo was terrific, very good and fun -- how 'bout that, a day of work that's fun," Mike Noonan, Volkl.
"I saw more new accounts than any previous SIA," Michael Messler, Erik Sports.
This was the best freakin SIA I've had. The whole thing was easier than ever before," Charlie Adams, Level Gloves.
“The Show was a success and most of my dealers really liked the change to Denver. They enjoyed the restaurants and the especially the staff at the convention center and hotels. Many of them also mentioned that they thought the atmosphere was more conducive to doing business. Hopefully the word will spread to the retailers that did not attend and it will make it more successful in the coming years,” Kathleen Buchan, Sales Representative for Turtle Fur and FUR Headwear for Metro New York, New Jersey and Eastern Pennsylvania.
“It was an amazing Show. The people that didn't attend did miss out on a GREAT Show. I'm glad the Show was moved. As an adult I don't need to be entertained. I have work to do and it was a great working Show. Thanks for a super Show,” Carol Olson, Viking Ski Shop, Chicago/Barrington.
“Better restaurants, better oxygen and more importantly better business. The fact that we were at Winter Park getting our shred on after the trade show made me go home feeling like I “HADN’T” been at a tradeshow. I loved Coloradical!” Johan Malkoski, C3 Worldwide.
“Superb job both in Denver and Winter Park. Best hospitality ever. Renewed energy. I'll be informing dealers who did not attend this year that they should strongly reconsider SIA,” Hank Tomlinson, South Central Sales Rep for Manzella Gloves, Goode Ski Technologies, and Hotronic, Albuquerque, NM.
"The Show wound up great this year. The Never Summer booth was constantly busy with both local and out of town buyers and Denver had enough social options to keep it interesting. Staying in a hotel downtown made it convenient for me to enjoy with friends and our retailers what this town brings to the table for a convention goer. Even though I live 20 minutes from downtown I'll stay in Denver (and cab it like Vegas) next year for sure," Mike “Gags” Gagliardi, Never Summer Snowboards.
Looking to reminisce about your experience at the 2010 SIA Snow Show? Or maybe you couldn’t attend the Show this year and want to see all the fun you missed? Check out the 2010 SIA Snow Show Photo Gallery and the SNOWPRESS Show Daily for complete coverage of the SIA Show including trends, industry interviews, party/event recaps, photos, live news, quotes from the Show floor and more. The snow sports industry will meet up again next year in Denver for the 2011 SIA Snow Show, January 27-30, 2011 and On-Snow Demo/Free Ride Fest, January 31-February 1.
HIGHLIGHTS FROM THE SIA SNOW SHOW
SNOW FASHION SHOW
The music was loud, the lights were bright and the snow sports fashions were anything but demure with bright colors, prints and lots of style at SIA’s Snow Fashion Show. The fashion event was the official kick-off for the very first SIA Snow Show in Denver’s Colorado Convention Center. The Snow Fashion Show was held at the Wells Fargo Theatre, where over 1,000 Show attendees and a select group of consumers previewed the hottest on/off the slope fashions for Winter 2010.11.
RIBBON CUTTING CEREMONY
Local officials including Colorado Governor Bill Ritter and Denver Mayor John Hickenlooper performed an official Ribbon Cutting Ceremony welcoming the snow sports industry to Denver. The Ribbon Cutting crew also included officials from VISIT DENVER, The Convention & Visitors Bureau, Colorado Ski Country USA and SIA chairman of the board Mike Carey. “It’s no secret that Colorado is regarded around the world as the snow sports capital of America, so it is a great, natural fit for us to host the premier snow sports industry trade show,” said Governor Ritter.
SIGHTINGS
On Day 2 of the Show, after attending the Something Independent forum on the collective impact independent Colorado snow sports companies have in shaping communities and economies, which included several SIA members, U.S. Senator Udall stopped by to walk the floor and see firsthand what the Snow Show was all about. Later in the day, Pamela Anderson (of Baywatch fame) appeared in the Nidecker booth to promote the company’s new snowboard that features her likeness – a portion of the board’s sales will benefit PETA. Del Tha Funky Homosapien also added to the energy of the Show by performing at the Skullcandy booth.
NATIONAL YOUTH SUMMIT
Hundreds of Denver students, who participate in winter sports programs, gathered to listen to leaders from SIA and the National Ski Areas Association, who presented efforts by the snow sports industry to get kids involved in winter sports. The Recreation Outdoor Initiative (ROI) group hopes to get one million youth involved in winter sports by 2020. At the Summit, SOS Outreach (a member of ROI) recognized Mike Carey (SIA Chair) with the humanitarian award and K2 Sports with the corporate social responsibility award. Click here for more information on the summit.
SHMOOZA PALOOZA JOB FAIR
The first job fair and networking event created specifically for the snow sports industry. SIA member companies used the event to scout for new talent and “shmooze” with job candidates for present and future needs. Ranging from eager entry-level job hunters to seasoned executives, ShmoozaPalooza provided a casual environment for company reps to meet candidates with relevant experience in design, development, marketing, sales and administration. Click here for more information.
SIA 2010 RETAILER AND REP OF THE YEAR AWARD
A list of twenty-six U.S. and Canadian SnowSports Retailers and Reps were acknowledged for their consistent efforts at making an impact in the snow sports industry at the SIA 2010 Retailer and Rep of the Year Award ceremony. Click here for more information on SIA Awards.
DOC DES ROCHES AWARD
U.S. Ski Team supplier Under Armour was the recipient of the seventh Doc Des Roches Award -- the recognition is made annually by SIA and the U.S. Ski Team to recognize a SIA member and Team supplier for its promotion of the Team's brand and athletes.
UPHILL/DOWNHILL RACE
A major highlight during the On-Snow Demo-Free ride Fest was the Uphill/Downhill Challenge where approximately 22 teams of three skinned 1,700 feet up to the Sunspot Lodge, removed their skins and returned back down to the base area finish line. The race started at the SCARPA demo tent and the first 300 feet went right through the demo area. The energy was high and the sound of cowbells filled the air as On-Snow Demo/Free Ride Fest attendees cheered on the teams.
“The race team concept was a perfect way to encourage camaraderie and collaboration more than competition, but let’s face it – some of us love to compete,” commented Kim Miller, SCARPA’s CEO.
Prizes were awarded for category winners and the fastest overall individual won a pair of SCARPA F1 carbon fiber boots – Travis Scheefer (Dynafit team) with a time of 27.22 minutes. The winning team was the SCARPA Elite team with a team time of 91 minutes. The SCARPA team members included: Brian Wickenhauser/USSMA Team Member and Small Business Entrepreneur, Jon Brown/Elite Adventure Racer and Ross Schnell/Professional Mountain Bike Racer.
Event sponsors and supporters included Scarpa, Dynafit, G3, Mountain Hardwear, BD, Smith, Arc’teryx, Optic Nerve, Voile, Skullcandy, Winter Park Resort, Cowbells.com, Adventure Eye Video, Neve Designs and Native Eyewear. Visit siasnowshow.com/uphilldownhill for more information on the Uphill/Downhill race.
LOVE HOPE STRENGTH FOUNDATION ADDS 100 PEOPLE TO BONE MARROW DATABASE AT SHOW
Love Hope Strength, lead by Executive Director Shannon Foley has been on an aggressive campaign to get people “on the list” – the national bone marrow donation registry. Due to the lack of registered donors, nearly 6,000 patients in the United States alone are looking for a match right now. Challenges to finding willing donors are the misgivings that surround bone marrow donors, access to registration and the fees involved. LHS is bringing marrow donation to the masses through music concerts, festivals and event like the SIA Snow Show. It costs $65 to have a cheek swab tested to see if you could become a lifesaving match. But LHS, thanks to a partnership with DKMS, one of the world’s largest marrow donation organizations, registered people free of charge throughout the SIA Show.
LHS signed up nearly 100 people and if someone there is found to be a match and chooses to save someone’s life, we can track it back to SIA- and will let you know.
LHS also runs epic musical mountain adventures where trekkers can bare the elements with world famous musicians to locate more donors around the globe and build cancer centers. We have just announced our newest even for 2010, Mt Fuji Rocks, a trek up the world famous mountain in Japan, lovehopestrength.org/site/fujirocks/. Many SIA brands are involved including Marmot, Smith Optics, Leki, and Point6. Opportunities for other partnerships are still available.
“We were thrilled when we learned that the SIA Show was moving into our hometown of Denver. For the first time, we were able to bring our life-saving marrow drive to the best event in snow sports! We were unsure how the community would take to having their cheeks swab on the spot. Happily the response was huge, and convention goers were genuinely grateful for a chance to save a life. We all know someone with cancer and this is such a simple way to do your part in the battle against it. We look forward to coming back next year and doubling our number of registrants!" said Executive Director Shannon Foley.
About the Love Hope Strength Foundation
With headquarters in Denver and chapters in Texas, the United Kingdom, Peru, and Australia, LHS brings critical funding, material support and awareness to cancer initiatives worldwide. In addition to spearheading aggressive bone marrow donor registration drives at venues across the country, LHS has traveled the globe to Mt. Everest, the Empire State Building, Mt.Snowdon and Machu Picchu, Peru, using adventure and the universal language of music to purchase life saving equipment, spread awareness, promote early detection, and register people to the international bone marrow database. Co-founded by cancer survivors James Chippendale, CEO of CSI Entertainment Insurance, and Mike Peters, front man of The Alarm; and with the support from legends in rock n' roll and passionate volunteers from around the globe, LHS is making a tangible difference in the fight against cancer. Visit lovehopestrength.org for more information.
DENVER A SUCCESS FOR NEW EXHIBITORS
At the 2010 SIA Snow Show there were plenty of fresh faces and new stories down every aisle. There were over 120 new exhibitors. Below are some highlights from these new exhibitors.
“We’ve been in business since 2005, but 2010 marked our first SIA Show. It was a fantastic experience. Denver was the ideal host. The interest in DPS was terrific. The Show went perfectly and gives us great momentum going into 10/11. It was a pleasure meeting retailers from all over the world, and catching up with folks from the snow sports industry. We can’t wait to return in 2011,” Philip Drake, Marketing Director, DPS Skis.
“SIA was a good opportunity to for us to show the industry that we are here and we are now a serious competitor in the North American market. Plus, it allowed us more exposure to the ski-inspired shops. Backcountry ski is definitely a direction in which we are growing, and our attendance at SIA helped make use more visible to those buyers. We also were well-located around core backcountry ski-focused brands, so that helped us grab the attention of those buyers and also set us up well for walk-in traffic. Finally, it was great to be able to connect with locally based industry trade journalists who had opted not to attend the Outdoor Retailer show, since SIA was happening right in their back yard,” Samantha Killgore, North American Marketing Manager, Rab.
“SIA was excellent for LOKI. Loki’s patented Liner Hat, Access Mitts, jackets with built-in mitts, face shields & stow away backpacks impress the most avid consumers out there, especially when used on the slopes. Our challenge has been getting buyers to just look at our presentation. SIA attendees were very open to seeing our concise, innovative lines, and they were glad they did. Instead of us being outgoing, many people were seeking out LOKI and bringing their colleagues to witness our brand’s excitement! The SIA atmosphere was positively electric, yet calm enough to conduct business. Thanks for bringing a good show SIA! I look forward to growing with this group for years to come,” Seth Anderson, Co-founder, Loki.
“Base Camp made a significant presence at SIA. With SIA’s INNOVATIONS, NOW exhibit as well as the New Product Directory, there was talk and always a strong crowd at our booth. SIA really helped me build the brand recognition and awareness that I was looking for. I am really excited that my packs have built a foundation to spread spine protection awareness to the general public, ultimately making our winter sports safer!” Abbott Smith, Owner, Base Camp LLC.
“As a first time exhibitor, Burgess Custom was thrilled with the outcome of the SIA Snow Show in Denver. The show floor was well planned, spacious, and easy to navigate. There was a nice balance of grassroots companies and big players in the industry. The exposure, contacts, and business we received from the show were priceless. Burgess Custom will look forward to participating in the SIA Snow Show for many years to come!,” Sara Deutsch, Owner and Designer, Burgess Custom.
“This was our first year exhibiting at the Snow Show and the small investment proved to be worth it. We generated more sales leads than we had expected and the show was a success. We are already looking forward to next year! Also, Denver turned out to be a great city to have the Show,” Colin Wayne, Co-Owner, Sick Stickz Ski Poles.
“Bausch & Lomb was excited to demonstrate its FogShield Sport anti-fogging and lens cleaning system at the 2010 SIA Snow Show. The event provided a unique opportunity to show retailers, ski enthusiasts and the media the important benefits of this breakthrough product. We were able to meet our primary objectives of creating awareness and generating sales leads for FogShield Sport,” John Stewart, General Manager, Vision Accessories, Bausch & Lomb.
“It was our Skboot’s official launch of the Skboot bag - the ski boot bag ON WHEELS! Our booth had a great location - right next to Rossignol - and we were absolutely thrilled with the walk-through traffic and the excellent feedback from retailers. Being a start-up company, we made some excellent contacts and subsequent orders. The SIA Snow Show is a great launch into the snow sports industry,” Caroline Horner, Owner, Skboot.
“Participating in the SIA Snow Show exceeded our expectations. We were overwhelmed by the interest from retailers, distributors and the public. As a result, we were featured in the local Fox 31 television report on the Snow Show and a distributor invited us to use space at ISPO 2010 in Munich, Germany (which we accepted). Overall, we knew debuting the Massive Pop 1.0 binding at the SIA Snow Show was the right thing to do and the incredible boost our brand and product received makes the decision to return as an exhibitor a "no-brainer," Brett Curtis, Global Chaos Manager, Manic Snow.
“We had a great Show in Denver. It exceeded our expectations! We saw a lot of really great dealers and received a lot of great orders. So we are thrilled!” Rhonda, Owner, With a Twist.
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