Industry News 1/16/2007

SIA.07 Launches “THE YARD” at SIA Snowsports Trade Show with FRANK151 and Department of Eneregy

SIA.07 Launches “THE YARD” at This Year's
SIA Snowsports Trade Show Together
with FRANK151 and Department of Eneregy
-THE YARD DESIGNATES NEW PROGRESSIVE EXHIBIT SECTION TO SUPPORT AND HIGHLIGHT EMERGING BRANDS-

January 2007 (Las Vegas, NV) – At this SIA.07 SIA SnowSports Trade Show, attendees may notice something brand new to the floor – a two-story structure called “the YARD” along with “The Block Hotel Lounge.” A progressive exhibit space presented by New York based global media platform, Frank151 and built by Seattle’s own Department of Energy, a division of Utility Inc. to highlight and support smaller emerging brands and trends.  These represent the lifestyle and experience of snowboard and action sports while housing them in a community that emulates this passionate culture. Working collectively with SIA, the YARD is designed with an urban street atmosphere in mind that is determined to clearly define the diverse trends that are displayed.
 
“We are thrilled and honored to partner with the SIA SnowSports Trade Show in an effort to help these brands and trends thrive in the competitive snow sports apparel and product industry,” says Frank Green, of Frank151. “With close to thirty brands involved in the YARD, Frank151 in conjunction with Department of Energy and SIA, aims to draw buyers and media in to bring attention to these emerging brands.”
 
The YARD will focus on emerging, unique, exclusive brands just entering the snow sports industry. These brands often retail at designer women’s and men’s boutiques, shying away from the larger department stores, and are traditionally immersed in art culture, taking a cue from some of today’s most sought after graphic artists. Brands tapped to exhibit in the YARD at SIA.07 include:  661, Aegix Performance Apparel, Anakie, Dropzone Inc, Fabel LLC, Forecast Snowboards, Freestyle Audio, Ghettoslider Inc, Guru LLC, Heelside, Kave Industries, Learn To Freeride, Lernair, Lifepod, LLC, Liquid Mountain, Mathmatics Snowboards, Monument Snowboards, Omatic Snowboards, RAFAGALT, Shoeboard, Smokin' Snowboard, Snowboard Revolution, Southshore Soldiers, Techrider AS, Throe Clothing, Topper Crown Industrial Co., LTD, Tyrant Snowboards, VCAN Sports Inc, and Venture Snowboards.
 
Developed to address the growing demand for floor space at the SIA.07 SnowSports Trade Show and accommodate new exhibitors to the show, the YARD will be housed in Hall A of the Mandalay Bay Convention Center. SIA.07 will also see other changes to its layout including an expanded RSN Studio and a brand new Media Center housed next door. the YARD at SIA.07 will also be featuring a section called The Block Hotel Lounge. This section comes complete with a VIP reception where free Hangover Tonic for all guests and private rooms for meetings are provided. Guests will also be able to play video games or take power naps in the chill area. Enjoy a free 15-minute massage to get your game going!

The days at SIA.07, though long, are packed with buyers and press meetings where the brands in the YARD will thrive. Each evening, guests and exhibitors are treated to entertainment from DJs, bands and artists inside the YARD including Lyrics Born presented by Skullcandy and NEFF, Marc Frank Montoya, pro-Snowboarder Jamie Lynn and pro-Snowboarder Trevor Andrew’s band “Trouble Andrew.” Please be sure you include some time to stop by and find some of the latest products to hit the market in the snow sports industry. A silent art auction will take place in the YARD with proceeds benefiting Boarding For Breast Cancer.
 
About SIA SnowSports Trade Show:
The SIA SnowSports Trade Show is the largest winter sports specific trade show for the industry. Snow sports manufacturers, distributors, buyers, sales representatives, press/media, industry professionals and athletes convene in Las Vegas to see the future year's products for ski, snowboard, Nordic, snowshoe, telemark, fashion and accessories.  The SIA.07 SnowSports Trade Show will take place January 22-25, 2007, at Mandalay Bay Convention Center in Las Vegas. Volvo is the official car of SIA.07.  Media can log onto www.snowsports.org
<http://www.thesnowtrade.org> or contact Alicia Allen of SIA at 703/506-4214 or at aallen@snowsports.org or Lori Crabtree at Stanwood & Partners Public Relations at 307/690-6427 or by email at lcrabtree@wyoming.com.
 
AboutFrank151:
Frank151 is more than a strong brand; it is a rapidly growing cultural icon. The company develops, publishes and distributes the Frank Book, a pocket-sized publication, and also produces and distributes Frank branded merchandise.  With the Frank Book as its centerpiece, the Frank151 movement is building a strong foundation in Verge Culture™ epicenters worldwide. By capturing the essence of the global urban mindset and youth lifestyle, Frank151 is influencing, enhancing and changing generations and cultures worldwide.
 
About the Department of Energy:
Every neighborhood has a green box. Kids play on it, parents plant around it, and dogs... well... dogs pee on it. The box sits, unassuming, mysterious, but constantly humming with energy, providing each home with the power to get `er done. We are that box. We are the Dept. Of Energy. Externally we are a division of Utility Inc., a prominent retail fixturing group based in Seattle. Internally we are a small coalition of designers, which power the branding, product development, fashion and the general aesthetic enhancement of our surroundings. With over 25 years combined experience in the action sports, entertainment and retail arenas, we’re able to think in both 2-D and 3-D to solve your visual business needs. Just like that green box, behind the walls of the Dept. Of Energy sits a powerhouse waiting to help you turn it up a notch.