Press Releases

Two Days of Sunshine, Friends and Snow at SIA’s On-Snow Demo

SIA's 3rd annual On-Snow Demo/Ski-Ride Fest brought together a crowd of industry friends to enjoy blue bird skies and great snow at Winter Park Resort for the Alpine/Snowboard Demo & Ski-Ride Fest portion and Devil’s Thumb Ranch.

SIA Snow Show’s 3rd annual On-Snow Demo/Ski-Ride Fest (Jan. 30-31) brought together a crowd of industry friends to enjoy blue bird skies and great snow at Winter Park Resort for the Alpine/Snowboard Demo & Ski-Ride Fest portion and nearby Devil’s Thumb Ranch for the Nordic Demo, with the latest in skate, cross-country, touring and snowshoe technology.

“The SIA On-Snow Demo is a great way to end the Show because it’s the perfect reminder of why we do this. It feels so good to get back on the mountain and get a little wind in your face. You can feel the camaraderie and certainly see the passion of the industry when you get everyone back outside,” said Willie Booker, president of Nordica.

“The sun is out and snow conditions are consistent, which makes for great testing,” explained Roch Horton from Black Diamond Equipment.

“I just skied the best zipper line of the year. The skiing is hot, stoke is high and SIA makes it all run like clockwork,” John Stifter, Powder Magazine.

During the two-day Demo, retailers and media tested products from over 114 brands representing ski, snowboard, Nordic, AT, telemark and backcountry gear and accessories. Other attendees got out on the snow and enjoyed the sunshine and downtime with industry friends during parties, events and après happy hours hosted by SIA and members including the 2 Mile High BBQ at the Sunspot Lodge where the Italian Ski Mountaineering Team was presented with custom western belts by SIA’s president David Ingemie. With guitar in hand, SIA Board Member, Bill Treacy of Giro Sport Design entertained the crowd with his musical talent.

“Awesome turnout and being 80 degrees warmer than last year helps too. We saw a lot more retailers from out of the area. We’ve been really busy, but that’s what happens when you make the most awesome snowboards on earth,” Nichole Nemmers sales rep for Mervin.

“It’s our second year here and as our line grows the SIA demo is the perfect way to build the brand by skiing and spending time with key retailers and media,” Johnathan Lantz, president of La Sportiva USA.

“Freezing or sunny, good snow or not-so-good, we love this event. At Dynafit, our role is to really push the envelope around how people enjoy the backcountry and we’re looking forward to continuing to work with SIA to make this a great demo,” Chris Sword, president of DYNAFIT North America.

For the competitive types, there was the Uphill/Down Challenge and Office Booyz & Girlz “non-contest” contest– both held at Winter Park Resort and open to all On-Snow Demo attendees.

Sixty-one participants formed teams of three for the 3rd annual Uphill/Downhill Challenge, which began at the SCARPA demo tent, continued through the Demo booth area up 1,700 feet to Winter Park’s Sunspot Lodge, where racers quaffed a beverage of choice and returned back down to finish at the base area. The male and female Individual Elite/COSMIC racers, that took an additional lap for a total of 2400 vertical feet, with the fastest time were Matteo Eydallin (45:52) and Sari Anderson (57:31). The winning team was Team Hagen (1:43:28) that included the winners of the individual one-lap fastest male and female Mike Hagen (30:54) and Eva Hagen (37:02). Team SCARPA (1:57:21) and team DYNAFIT (2:11:05) were the second and third place winning teams in the competition. This year’s Uphill/Downhill became an international event with the entry of the Italian Ski Mountaineering Team as Team SCARPA. The Uphill/Downhill Challenge’s primary goal was to raise funds for the US Ski Mountaineering Team.

The Office Booyz & Girlz “non-contest” contest Hosted by at Winter Park’s Re-Railer Terrain Park celebrated the “One Hit Wonder”– one hit is all it takes to win. Contestants who came through the course just once (more if they liked) and took on an obstacle received a prize. Costumes were encouraged and prizes were given liberally, most having nothing to do with being the “best” at anything. This year the competition had over 70 participants, more than double last year’s turnout.

“It was bonkers,” commented Chad Mihalick, owner of “It’s the only contest where you can walk away with a golden toilet seat!” added Chelsea Lauridsen, marketing/social media at

This year’s Nordic Demo at Devil’s Thumb Ranch increased the options available to the Nordic community with more equipment, brands, models and sizes than any other demo in the country. Retailers also had the chance to attend seminars and networking events to share ideas with other Nordic retailers from around the country. Events included Nordic Research Presentation and Opening Cocktail Hour, Uinta Beer Dinner plus seminars on public relations and social marketing.

“The most fun you can have with your pants on! But seriously, the Demo is a phenomenal event – I really can’t understand why every Nordic retailer in the country doesn’t attend?” Gene Dayton, Frisco Nordic Centers, Breckenridge, CO.

The Demo is a great opportunity to learn everything Nordic skiing has to offer right now. I’ve been really impressed with the advancements in no-wax skis – they’ve come a long way in recent years and can work in such broad conditions, which is great for getting new people involved in the cross country skiing,” Ahvo Taipale of Finn Sisu in Saint Paul, Minnesota.

The On-Snow Demo/Ski-Ride Fest is hosted in-conjunction with the Western Winter Sports Reps Association’s (WWSRA) Rocky Mountain Demo and in partnership with Cross Country Ski Areas Association (CCSAA).

For more news and highlights from the Show and On-Snow Demo, read the official 2012 SIA Snow Show Dailies. And, for 24/7 updates, be sure to visit the SIA Social Dashboard and stay connected 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. Plus video stream from the Snow and Demo also appears at and SIA’s Facebook page.

– 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: