SIA to acquire consumer-facing show

SIA will buy Boston and Denver Ski and Snowboard Expos from BEWI Productions

SIA continues to bolster its direct connection with winter sports enthusiasts by announcing its intent, today, to purchase two established consumer-facing shows, the Boston and Denver Ski and Snowboard Expos from BEWI Productions.

The two shows act as the “unofficial kickoff to winter” in the Boston and Denver markets, inviting consumers to connect with winter products, brands, resorts, and specialty retail.

After selling its big B2B show, the Snow Show to Outdoor Retailer in May 2017, Nick Sargeant told SNEWS, “We’re an industry association focused on education, advocacy, government affairs, marketing, and participation … we felt it was time to put the trade show into the hands of someone who knows how to run it …we’re going back to what we should be focusing on: most importantly, promoting participation.” 

Now, it seems, SIA will dive back into show business, but with a new focus on the end consumer.

“We are thrilled to be moving into the consumer space. Since the sale of the Snow Show which focused on a B to B experience, we have turned our focus to B to C,” said Sargent in a press release. “We asked ourselves how SIA can best connect our industry directly with today’s consumer and consumer expos make a ton of sense in this regard. Consumer expos create experiential and direct interactions with winter sports enthusiasts and potential enthusiasts. These expos are intended to benefit suppliers, specialty retailers, and all industry stakeholders equally. We look forward to building upon the legacy and tradition that the BEWI shows have come to represent while unveiling a new modern, consumer-oriented approach to this celebration of winter.” 

“I could not be happier that SIA will continue to bring consumer shows to the people of Boston and Denver. BEWI has been a long-standing partner to the winter industry and has provided the local consumer with important access to retailers, resorts and brands and created an overall excitement for winter!,” said Bernie Weichsel of BEWI. 

SIA says the transaction is subject to conditions but is likely to close by the end of the year in time for SIA to start planning the fall 2020 shows. SIA also hinted that expanding the B2C show franchise, and creating a nationwide network of events, is in its sights.