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Press Releases

Getting Down to the Business of SNOW/DAY3 SNOW SHOW

All work and no play is definitely NOT the snow sports mantra and while there is plenty of work being done at the Show, this still remains a fun-loving industry. Day3 of SIA Snow Show provided attendees with a balance of work and after hours fun.

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All work and no play is definitely NOT the snow sports mantra and while there is plenty of work being done at the Show — this still remains a fun-loving industry. Day 3 of the SIA Snow Show provided attendees with a full line-up of seminars, product presentations, meetings, special announcements and face time with industry leaders but the weekend is also presenting plenty of after-hour fun including bands, parties and events to round out their experience in Denver.

Business has been steady and strong for exhibitors during the Show and the recurring theme is retailers are having a fantastic year and buyers are buying.

“We were 100% sold out this year — as a direct result of our success at last year’s Snow Show — and I’m pleased to report that at yesterday’s Show we wrote more hard orders than any other day in Liberty’s history,” commented Jim Satloff of Liberty Skis.

Calling attention to growing youth participation, the morning kicked off with 20 of the nation’s largest youth outdoor charities gathering for the Active Youth Alliance Summit. Held in the atrium of the Colorado Convention Center, the umbrella organization known as Active Youth Alliance (AYA), discussed their successes this year including reaching almost 50,000 youth nationwide at 80+ mountain resorts through various outdoor programs. AYA’s mission is to get 1 million kids outdoors over the next 10 years.

“The industry should take note and realize that organizations like AYA are reaching the next generation of outdoor and snow sport participants,” said Steve Larosiliere of Stoked a sports mentoring program and member of AYA. “They’re eager, receptive and poised to be lifelong enthusiasts.”

Snow Show attendees have had plenty of party options to choose from in Denver — Big Boi from Outcast with special guests Eligh and Scarub from the Living Legends and The Foodchain performed for a sold-out crowd at the Ogden Theatre (hosted by Icelantic) last night. TransWorld Snowboarding also held their 12th Annual Rider’s Poll Awards at the Fillmore Auditorium where Travis Rice and the infamous GT hosted the event. Fans, pros, industry bigwigs and legends came to party and see the best riders for snowboarding acknowledged for their 2010 riding pursuits. To keep in the award spirit, Show attendees also filled the Oak Tavern in downtown Denver to watch Sage Cattabriga-Alosa and other skiers being honored at the 2011 Powder Video Awards televised live from Aspen. Nike Snowboarding, Snowboard Magazine and Satellite Board Shop (Boulder, CO) hosted the fifth edition of Nike’s Shoe Shine reception at the Summit Music Hall where party guests checked out custom designed Air Force 1 boots, sipped on free PBR and listened Matt Donahue. Later, DIPLO hit the stage and rocked the crowd.

On a more intellectual note, over the past two days, the International Snow Sports Research Forum co-sponsored by SIA, Sia Australia and the Canadian Ski Council have gathered international research professionals to share information and build a global view of the snow sports market. The group explored a variety of data including skier/rider visits, participation numbers, sell-in and shipments, as well as analysis of social media and other cross cultural/ multi-national vehicles. The meetings are meant to be a launching pad for a snow sports research community that will work together to research consumers and have a better understanding of existing research.

“It was an exciting and intellectually stimulating day and half dialogue around growing snow sports participation. I felt fortunate to have contributed to a well group of global sports marketing research professional concerned with measuring and understanding participation levels,” Juan Alberto Delaroca of Equipo Roca.

The day ended with the winning designer unveiled at the RECLAIM Project – an on-site design contest presented by 686, and SIA. RECLAIM Project provided a 72-hour challenge for three new designers to create something new out of something old – the contestants were asked to produce an original garment created from “Reclaimed” left-over materials and trims. The winning design came from Megan Johnston of Alta, Utah. Megan has worked in television creating costumes and currently lives in Alta, Utah to indulge her love of skiing, rock climbing and trail running.

“It was a wonderful experience — we all learned from each other, giving one another feedback, it really was a team effort. The 686 team was amazing they treated us so well with the set-up and support,” commented Megan on participating in RECLAIM Project.

The Snow Show will draw an estimated 19,000 attendees including manufacturers, retailers, reps, athletes and personalities from the snow sports industry. The sold-out Snow Show will feature 893 snow sports brands including over 110 new exhibitors.

After the Show, the industry will head up to the mountains for the second annual international On-Snow Demo/Ski-Ride Fest (January 31-February 1) at Winter Park Resort and Devil’s Thumb Ranch, where the industry will get together to demo the gear they’ve just seen at the Show and to ski, ride and slide together. Over 150 brands will be involved in this industry only, two-day event filled with demos, races parties and catching up with industry friends.

Earlier this week, LiveSauce Media filmed stream video from the Snow Show floor and will head up to cover the On-Snow Demo/Ski-Ride Fest live on Monday, January 31st at Winter Park and Devil’s Thumb Ranch. Check out host and pro skier Kim Havell covering all the action at and SIA’s Facebook page.

For more news and highlights from each day of the Show, use the following link: to read the official 2011 SIA Show Dailies. Check out the Interactive Floor Plan/Show Guide to learn about all of the events at the SIA Snow Show or download the Snow Show App (iPhone/iTouch/iPad/Blackberry/Android) to help navigate Downtown Denver bars and restaurants with a Google Maps listing and the Show floor with GPS tracking onsite. Follow SIA insiders on Twitter. We’ll be sending highlights during the Show to keep you in the know. When tweeting about the Show, please add #SIA11 to join in on our Twitter feed. And, if you haven’t already, “like” the SIA Facebook page. For general information visit

– SIA –

SnowSports Industries America (SIA) is the national not-for-profit, North American member-owned, trade association representing suppliers of consumer 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 RetailTRAK and Executive Market Summary. SIA also develops marketing products, programs and services such as logistics and Government affairs that help our Members operate more efficiently and increase participation in snow sports. For more information, check out SnowSports Industries America, 8377-B Greensboro Drive, McLean, VA 22102-3587 (Washington, DC Metro Area). Phone: 703.556.9020, Fax: 703.821.8276, Email: