SIA.04 SnowSports Show Update — No More Lost Retailers

SNEWS will continue running regular SIA.04 SnowSports Show updates through late January. We are doing this as a service to the industry to assist retailers, reps and exhibitors with trade show attendance and planning.

Do you have an SIA trade show event you think is worth noting?
If you have a trade show event at SIA that’s scheduled, confirmed, and more than just an introduction of a new product (as in, entertaining and educational), fire an email to the SNEWS team at siaevents@snewsnet.com.

Finding Your Way at SIA
In response to half the trade show attendees wandering around lost, confused and frequently babbling incoherently about trying to find any number of specific booths last year, SIA is attempting to make the show floor layout less complex. This year’s show floor will be color coordinated and generally designated as follows: Section A: Hardgoods (red carpet), Section B: Accessories (green carpet), Section C: Snowboard (blue carpet), and Section D: Apparel & Accessories (gray carpet). Each exhibitor’s booth number will be preceded by an A, B, C, or D and followed by either a three or four-number sequence (i.e. D1011). That means we will all now be able to navigate the show floor much easier and be able to schedule appointments in a timely fashion for each quadrant. In addition, You Are Here kiosks and better signage promise to make knowing where you are and where you are going less like a coin toss and more like a sure thing. SIA tells us that an updated hard copy of the floor plan will be available on site and will be color coordinated to match the carpet on the show floor.

Free Breakfast to Learn About Marketing to Teenage Girls
The Outdoor Industries Women’s Council (OIWC) and SIA have partnered to present a breakfast seminar (yeah, that means free food) on January 27 from 7:30 – 9 a.m. at the Mandalay Bay Convention Center. Alisha Kolski, president of AMP Insights, will provide a brief presentation, titled “Powder Puff Girls to Powerhouse Consumer: Marketing Snow Sports to Teenage Girls.” The presentation will focus on the teen/youth market today and how the information provided can help suppliers and retailers to make an impact on consumers. Her in-depth presentation examines the perspective of 13- to 24-year-olds today; looks at the mindset behind teen trends; and explores how teens and young adults perceive outdoor activities. Considering that SIA numbers show only 39.3 percent of alpine skiers and 23 percent of snowboarders are female, and the largest percentage of snow sports participants are 12 to 17, teenage marketing could be vital info for those seeking to increase sales.

Salmon and Aquavit Oh My!
Your SIA show just won’t be complete without a 4 p.m. visit on January 27 to the Nordic Village, for salmon and aquavit complete with souvenir shot glasses. The Nordic Village is presented by Cross Country Ski Areas Association (CCSAA) and plays host to nearly 30 companies showcasing the latest trends specific to Nordic and snowshoe: equipment, technical apparel and accessories. But enough about gear. The all-important salmon and shots of aquavit are co-sponsored by SIA, Swix, Alpina, Madshus and Rottefella and we’re so grateful to all of them.