Press Releases

SIA Preps Journalists for 2013/14 Season with Multi-City Media Tour

Last week, staff from SnowSports Industries America (SIA), the snow sports industry’s member-owned trade association, wrapped up a multi-city media tour with stops in Denver, Boulder, Chicago, San Francisco with the final event in Boston last Friday.


In most cases, SIA worked in-conjunction with regional consumer ski & snowboard expos. The tour began in October with two famously snow-loving communities Denver and Boulder, Colorado, followed by Chicago for the Windy City Ski & Snowboard Show. November included a luncheon at the Snowbomb Ski & Snowboard Festival in San Francisco and a breakfast before the opening of the Ski & Snowboard Expo. Each event gathered regional journalists and brought them up-to-speed on snow sports research, demographics, gear/fashion trends and consumer programs for Winter 2013/14.

“The regional media events have become an annual tradition for SIA and a great way to usher in the new season. Getting journalists excited about snow sports, new technology and the consumer programs SIA supports helps their readers start thinking SNOW again,” commented David Ingemie, president of SIA.

At each event Kelly Davis, SIA director of research, presented detailed sales stats, financial overviews and participation numbers. The media also heard from local retailers about the most popular snow sports gear and equipment in their area: Viking Ski Shop and Shred Shop in Chicago, Sports Basement in San Francisco, and East Coast Alpine, Inc. in Boston. With nearly 2,500 ski and snowboard models available on the market, shop owners are essential in helping consumers understand what works for differing skill levels and terrain.

“I have to create twenty on-air segments a week and I easily got two to three stories at this morning’s breakfast alone, plus data and contacts I will be using throughout the season,” said Paula Tracy, Escape Outdoor Editor for WMUR-TV in Manchester, NH.

Kevin Back, associate publisher of Powder Magazine, attended SIA’s San Francisco gathering: “Your presenters were on-point, on-topic and gave solid beta on trends happening within the industry,” Backsaid.

The media presentations also attracted SIA members who were attending the consumer shows, adding to the sense of community at each event.

“I was lucky enough to attend the SIA presentation at the Windy City Ski & Snowboard Show and it was chock full of new information that we all need to hear going into this season. I just wish I hadn’t tossed my Navajo style ski jacket from the 70’s. It would be ‘on trend’ this winter,” commented Jeannie Thoren, of Jeannie Thoren Women’s Ski Shop in Vail, Colo.

To learn more about SIA Research, participation and trend information presented during the SIA Regional Media Presentations, media can contact Lori Crabtree, SIA’s public relations consultant at

Member-owned, industry-inspired and dedicated exclusively to snow sports, SIA will host the 2014 SIA Snow Show on January 30-February 2, 2014 at the Colorado Convention Center in Denver followed by the On-Snow Demo/Ski-Ride Fest at Colorado’s Copper Mountain Resort, February 3-4, 2014. For more information, updates and registration for the 2014 SIA Snow Show, visit

– SIA –

SnowSports Industries America (SIA) is a non-profit member-owned trade association that works year-round with North American snow sports suppliers, retailers, reports, reps and service providers to develop products and programs that support their individual and collective business needs. With member support and industry participation, SIA annually hosts the industry’s largest core winter sports trade show, the SIA Snow Show, along with the On-Snow Demo/Ski-Ride Fest and the Sourcing Snow supplier show. SIA also helps retailers and resorts connect with snow sports participants around the country through Learn more at