Become a Member

Get access to more than 30 brands, premium video, exclusive content, events, mapping, and more.

Already have an account? Sign In

Become a Member

Get access to more than 30 brands, premium video, exclusive content, events, mapping, and more.

Already have an account? Sign In


Press Releases

Denver Braces for Snow Show Invasion

Next week, the 2012 SIA Snow Show (Jan 26-29) will hit Denver. Pre-registration numbers are trending higher than last year with buyer pre-registration up 15%, including shops that have not attended the Show in Denver before.

Get access to everything we publish when you sign up for Outside+.

Retailer pre-registration numbers highest ever for 2012 SIA Snow Show

Denver is preparing for a snow sports invasion officially known as the 2012 SIA Snow Show, hitting the Colorado Convention Center next week. From January 26-29, 2012, the Snow Show will deliver the hottest snow sports trends, innovations, educational seminars, personalities, events, concerts and parties. This year, numbers are trending higher than last year with buyer pre-registration up 15%, including a significant increase in shops that have not attended the Show in Denver before. Nothing can match the energy of 20,000 attendees, 900+ brands, 3,340 booths, 114 new and returning exhibitors, and more than 90% of the supplier market share all gathered for the annual Snow Show and On-Snow Demo/Ski-Ride Fest (Jan. 30-31), which follows at Winter Park Resort and Devil’s Thumb Ranch.

“The biggest thing that I get out of the Show, that I can’t anywhere else, is the social interaction with the actual decision makers for the companies, from designers to presidents of the manufactures. As a retailer, you really get the sense that they are listening to us and therefore listening to the consumer,” John Sullivan of East Coast Alpine, Boston, Massachusetts.

Checkout why you can’t miss the SIA Snow Show and On-Snow Demo below!

“The SIA Snow Show is the best venue for the retailer to preview product lines, learn about developing market trends and gain a better understanding for the direction of their suppliers. Realistically the SIA Snow Show is the only format to meet personally with their supplier’s management team and discuss the current status of the business and the vision for the future of our industry,” commented John Esterbrook, Atomic Sales Rep.

Two new areas being unveiled this year include the BlueBird Social Zone and the Backcountry Experience. Created with bloggers and social media addicts in mind, The BlueBird Social Zone is the perfect spot to take a break, enjoy streaming music, charge up electronics, update a blog, review notes and photos or file a story from one of their seated work areas. Over at Booth #4506, the Backcountry Experience will highlight the best in backcountry gear, accessories and gather experts Dean Cummings, Mike Hattrup and Jeremy Jones to share their insights on gear, safety practices and take questions. Backcountry Experience will also host daily beacon searches, short films, live music and happy hours.
SAM and SIA are also bringing back one of the Show’s most popular annual exhibits, the Backshop + Rental + Uniform (Booth #4677). The exhibit will feature more than 60 companies focusing on the best in backshop and rental business practices.

Some additional can’t-miss events during the Show include the Snow Fashion & Trends Show (Jan 26) followed by the RAMP IT UP male models working the catwalk in women’s winter fashions, all in the name of raising funds for the Outdoor Industries Women’s Coalition (OIWC). Daily Happy Hours will be on tap at 5PM each day in the Colorado Ski Country USA Central Lodge & Food Court. 686, Malakye and SIA will bring back the successful RECLAIM Project, where three aspiring outerwear designers will compete to win over a panel of industry veterans in this 72 hour design challenge. The ShmoozaPalooza job fair, presented by, will give anyone seeking a career in the snow industry the chance to meet with company reps on the lookout for fresh talent. On the last morning of the Show – the industry will gather for a FREE pancake breakfast in the Colorado Convention Center’s Atrium Lobby, served up by some of the industry’s biggest names. Daily Happy Hours (sponsored by SIA, Aspen, and Bud Light) are on tap at 5P each day in the Colorado Ski Country USA Central Lodge & Food Court (Booth #2132). The X Games will also be showing throughout the day.

Show attendees are invited to join a group of prominent female leaders from the snow sports industry for breakfast and a panel discussion entitled “How Can Snow Sports Tap into the Powerful Influence of Women?” on Friday, January 27th, 7:30-9AM in Colorado Convention Center’s Mile High Ballroom. SIA’s Research Director, Kelly Davis, will moderate the panel discussion focusing on women in the marketplace and their influence on friends, colleagues and family members. To attend the panel discussion and breakfast, please RSVP to Minna Casser,, by Friday, January 20th.

Wednesday night before the Show opens, Never Summer, 686, Snowboard Colorado, PBR and Monster Energy will host the third annual Ice Hockey Shootout Benefit for SOS Outreach. The competitive hockey game, benefiting SOS outreach, features snow sports industry heads from the U.S and Canada, two former NHL players – Avalanche alumni Scott Parker and LA Kings Alumni Phil Crowe all ready to square off before the Show.

686 along with Skullcandy, Electric and Grenade is hosting a “Lights Out” Charity Boxing Night Thursday, January 26 at 9PM at Casselman’s in Denver. It’s all in good fun and benefits the Snowboard Outreach Society and Match One Foundation. They already have some BIG names (and legends) confirmed to fight. Email to sign up to box.

When the Show’s doors close each day, attendees will head off with friends to parties, concerts and dinners and one of the biggest events will be Icelantic’s Winter on the Rocks Concert at Red Rocks Amphitheatre on Friday, January 27th. A quick 20-minute drive from downtown Denver, Red Rocks Amphitheatre is one of the most iconic venues in the world. Winter on The Rocks will mark the first-ever winter concert held at Red Rocks featuring Atmosphere along with Common, Grieves + Budo and Get Cryphy.

TransWorld SNOWboarding will host its 13th Annual TransWorld SNOWboarding Riders’ Poll Awards, featuring Blackalicious, (Jan 27) at the Fillmore Auditorium. And for hockey fans, the SIA/SOS Shootout (Jan 25) will benefit SOS Outreach – a nonprofit organization that builds character and self-esteem in youth through outdoor activities.

SIA will also provide a full line-up of free seminars – each conveniently held onsite at the Colorado Convention Center. Seminar topics include: SnowSports Market Overview by Category, F/W 13 Color and Megatrends, Is your Retail Business Social?, Multi-Generational Marketing, Investing in Merchandising, Keys to Successful Fundraising and more. Click here to see a complete of seminars/clinics and their descriptions. Join OIWC for their Awards and Keynote Presentation Saturday, from 7-9AM.

SIA will be honoring the winners of the Canadian/U.S. Rep and Retailer of the Year and the Industry Achievement Award winners Friday, January 28 at 6PM at the CSCUSA Central Lounge and Food Court, located on the Show floor. Grab a beer and join us to celebrate this year’s outstanding winners.

The Snow Show will be followed by the On-Snow Demo/Ski-Ride Fest, January 30-31 at Winter Park Resort and Devil’s Thumb Ranch. Over 120 brands will be involved in the two-day event complete with on-snow competitions: Uphill/Downhill Challenge and Office Booyz & Girlz Competition plus a 2 Mile High BBQ at the Sunspot Lodge on Monday, January 30th. In partnership with CCSAA (Cross Country Ski Areas Association) and in conjunction with WWSRA’s (Western Winter Sports Reps Association) Rocky Mountain Demo, the On-Snow provides attendees the chance to demo the latest technologies for ski, snowboard, AT, backcountry, cross country and snowshoe while mixing with their peers on the hill.

“I love riding with the retailers at the demo, especially ones I’ve never had a chance to meet face to face or ride with, and discussing what worked and what didn’t and how we are reacting to improve what the brand can do for them,” said Mike “Gags” Gagliardi, Snow Sales Manager, Never Summer Industries.

This year’s Nordic Demo at Devil’s Thumb Ranch was created specifically for the Nordic community and features more equipment, brands, models and sizes than any other demo in the country. Retailers also have the chance to attend seminars and networking events to share ideas with like-minded retailers from around the country. Learn more about the Nordic Demo Events including the Uinta Beer Dinner, Monday, January 30 and the Winter Feast Cooking Demonstrations.

Download the SIA Snow Show App with the floor plan, exhibitor listings, event schedules, social media feeds, Denver entertainment, Snow info, On-Snow details and more. Be sure to also checkout SIA preview publications to help make the most out of your time at the Show and On-Snow Demo: The Guide and Snow Show Preview. For 24/7 updates on all things 2012 Snow Show, be sure to visit the SIA Social Dashboard to stay connected with us through the SIA Facebook page, SIA’s Latest and on Twitter — we’ll be sending highlights before and during the Show to keep you in the know. When tweeting about the Show, please add #SIA12 to join in on our Twitter feed.

– SIA –
SnowSports Industries America (SIA) is the national not-for-profit, North American member-owned, trade association representing suppliers and service providers of snow sports products with constituents in the retailer, rep and resort communities. Established in 1954, SIA annually produces the SIA Snow Show, the largest snow sports industry trade show, on-snow demo and networking environment globally, while delivering invaluable data/research reports including the Snow Sports Market Intelligence Report, SnowSports RetailTRAKTM and Executive Market Summary. SIA helps grow the industry with consumer initiatives and websites, and, marketing products, services and programs helping our Members operate more efficiently, bring their products to market and increase participation in snow sports. Subaru is the official vehicle of SnowSports Industries America (SIA), the 2012 SIA Snow Show and On-Snow Demo/Ski-Ride Fest and Winter Trails. For more information, check out SnowSports Industries America, 8377-B Greensboro Drive, McLean, VA 22102-3587 (Washington, DC area). Phone: 703.556.9020, Fax: 703.821.8276, Email: