Industry News 2/18/2011

BIZ: SIA Snow Show Wrap-Up

BIZ: SIA Snow Show Wrap-Up

Positive Vibe, Great Business, and Optimism at the 2011 SIA Snow Show

Just as the doors to the 2011 Snow Show were about to open, the industry was given a great piece of news – sales data indicated more than $1 billion snow sports goods had sold at retail in December – a record breaking amount. Record sales, coupled with consistent snowfall across the country gave the four-day event an incredibly upbeat vibe.

"This year the SIA Show was very successful for me and Scott USA, my appointments increased due to more dealers coming to Show who did not come last year. I think they felt they missed something last year by not coming." Mike Day, Sales Rep for Scott USA.

"The interaction with the dealers and being in the heart of the ski industry is the most important part of the Show for us.  I think the move to Denver is working well. Our favorite part of the Show is the industry coming together. This year there has been a very positive vibe on the Show floor." Annie Guerrero, Nobis.

The sold-out Snow Show featured 322,160 sq. ft. of exhibit space, 458 exhibitors representing 893 snow sports brands, including 112 new exhibitors drawing an estimated 19,000 attendees including manufacturers, retailers, reps, resorts, athletes, celebrities, politicians and some of the most respected people in the snow sports industry. Snow Show attendees were privy to next season's hottest snow sports trends, innovations, educational seminars, personalities, events, concerts and parties. Check out our Flickr albums to relive all of the excitement.

"Heading into the Show, we were wondering how we could top last year's kick-off in Denver. But this year's Show was full of surprises and lots of energy – it's been an amazing year at retail with all the snow falling, which set the tone right off the bat," said David Ingemie, SIA's President.

After the Show, the industry headed to the mountains for the second annual On-Snow Demo/Ski- Ride Fest (January 31- February 1) at Winter Park Resort and Devil's Thumb Ranch, where they took to the mountain to demo gear they had just previewed at the Show and hang with industry friends.

Snow Show highlights included SIA's Snow Fashion & Trends Show featuring RAMP IT UP the cross-dressing finale to the runway show and fundraiser for OIWC. Other events included the official announcement of the 2010 SIA SnowSports Retailers and Reps of the Year Award and the Industry Achievement Award winners, the INNOVATIONS, NOW exhibit, which featured next season's latest innovations and hottest snow sports trends from 133 brands, a limited online version appears at INNOVATIONS, NOW Sneak Peak. The first ever RECLAIM Project, design contest presented by 686, and SIA as well as networking and job fair ShmoozaPalooza presented by and SIA.

Downtown Denver was the perfect backdrop for several snow sports-focused events including Snowdown -- a huge kick-off party featuring an all-nighter line up of performances on five stages with headliner Z-Trip. Denver locals were invited to the inaugural Ski Channel Film Festival and Ski Film Hall of Fame Induction Ceremony. TransWorld SNOWboarding hosted its 12th Annual Riders' Poll Award Show. And for hockey fans, the SIA/SOS Shootout raised funds for SOS Outreach -- a nonprofit organization that builds character and self-esteem in youth through outdoor activities.

In-between meetings attendees headed to The Yard for massages, DJ's, beer, pong, highlights from TransWorld SNOWboarding and learned more about Protect Our Winters (POW). Or, just chilled in a lovesac for a few minutes and watched Matchstick Films latest film "The Way I See It." People also stopped by to listen to the new PIIQ Headphones by Sony. Each night, PIIQ Headphones brought  the best in local DJ talent to The Yard along with free beer. On Friday night, The Yard showed MSP & Dean Cummings Film "It's Our Time." In conjunction with AR4T – Artists Republic for Tomorrow, artwork from Jeff Anderson, Chris Partelow / JDK Design, Jamie Lynn, Ben Brough, Chris Brunkhart, Carl E Smith, Sticky, and Danny Zapalac was showcased.

"The activity in The Yard for 2011 was one of the best years to date. Not only did it increase traffic for the smaller booths and brands in the area but it's Lovesac's™ were packed with people watching the video on the big screen and also enjoying a place away from the Show within the Show environment. It's exactly what we set out to do from day one five years ago." Mike "Styk" Styskal, DOE.

SIA also provided a full line-up of free seminars and clinics for all Show attendees Topics included: The SnowSports Market, Overview by Category, Where Are Your Next Sales Coming From? – Exporting, Hottest Trend in Retail, The Big Opportunity in Marketing to Women, Marketing and Advertising in this Economy, 20 Ways To Improve Your Sales and Profits, Starting Today!, Social Media Trends, Green Consulting and Snowsports Trends.

One standout seminar was F/W 12 Color + Snowsports Trends, led by Jeanine Pesce a fashion forecaster with New York-based consulting firm Stylesight. Fashion-forward attendees gathered in a packed room to hear Pesce provide retailers and manufacturers with valuable information on fashion trends based on her extensive travel, research and study of fashion influences. Fashion features that Pesce anticipates showing up in slope slide apparel include: nature and body as themes, incorporating neutral tomes into daring designs, bulbous shapes, exaggerated colors, velvet, feminine touches, men's pants tailored at the cuff, vein inspired graphics and shapes, and elbow pads.

Following the Show, the 2nd annual SIA On-Snow Demo/Ski-Ride Fest (Jan 31-Feb 1) at Winter Park Resort and Devil's Thumb Ranch & Nordic Center gathered a record number of attendees, over 20% increase, for two days of gear testing, parties and a little friendly competition.

"Being here definitely made a difference in what we'll carry next year – I've added orders based on new things I've tried here the last couple days," said Bette Moore, buyer for Village Skis and Bikes in the DC area.

Winter Park Resort acted as base camp for all lift service testing and at nearby Devil's Thumb Ranch & Nordic Center the beautifully groomed Nordic trails were ideal for experiencing the latest Nordic and snowshoe technology while taking in the majestic Colorado surroundings.

"There are a lot more dealers here than there were last year, and it's great that they're all so interested in trying out the product. This event is also great for building team spirit at the end of the trade show. Actually living it is a lot more fun than just talking about it." Anthony Scaturro, Flow Sports.

In addition to testing out the latest in equipment and accessories, attendees were able to kick-back with industry friends at a variety of events hosted by SIA and members including the Uphill/Downhill Challenge, Office Booyz & Girlz Competition, 2 Mile High BBQ at the Sunspot and après happy hours found around the Winter Park Village each day.

"It's good for everyone here that after all the presentations, on all of the product at the Show, we can then get out on the snow and immediately experience it." Dennis Gaspari of Dynastar/Lange.

A major highlight during the On-Snow Demo/Ski-Ride Fest was the second annual Uphill/Downhill Challenge where approximately 24 industry racers and 25 COSMIC elite racers skinned 1,700' up a marked track at Winter Park Ski Area to the Sunspot Lodge (solo COSMIC racers do additional lap down Outhouse and back up), and descended a marked course down a bump run, though a short GS course to the base area finish as the crowd cheered them on.

"The race team concept was a perfect way to encourage camaraderie and collaboration more than competition, but let's face it – some of us love to compete," commented Kim Miller, SCARPA's CEO.

Prizes were awarded for category winners and the fastest overall individual (COSMIC elite) won a pair of SKI TRAB skis – Brian Smith (USSM Team Member) with a time of 49.57 minutes. Peter Gaston and Greg Ruckman came in second and third. The winning team was the SCARPA and the Dynafit team came in second.

The Uphill/Downhill Challenge is a fundraiser for the US Ski Mountaineering Team. The challenge raised $1,100 for the US team of 16 competing at the Ski Mountaineering World Championships in Italy Feb.17 – 25, 2011.

Event sponsors and supporters included SCARPA, Dynafit, G3, Mountain Hardwear, BD, Smith, Optic Nerve, Voile, Skullcandy, Winter Park Resort,, Mtn Approach, BCA, Smartwool, Icebreaker, Shred Alert, Rollic, Yakima, SKI TRAB, Airblaster, DaKine, Bula, Thorlo, and Neve Designs.

The Office Booyz & Girlz "non-contest" contest featured "office size" obstacles for people of all skill levels to participate and have fun. Cornerstone obstacles included the infamous quasi-big air jump and donut jam. More than 30 participants raced in single elimination heats through the terrain park.

"Office Booyz & Girlz was so much fun! Everyone who participated had a great time – truly a welcoming environment for all. The course was great, mountain was great, and the awards ceremony was great! I can't wait to do it again next year." Chad Mihalick,

Everyone was a winner! Here are the people who got awards: Most Team Spirit – Flux Bindings crew, Office Booyz Spirit Award – Eric Steele & friend, Quasi Big Air Champ – Tanya Otero; Dual Slalom – Sean Hardage; Ultimate Cowboy – Brett Hamilton, Attic Skate Shop; Desktop Destroyer – Mike "Gags" Gagilardi, Never Sumer; Hipster – Anthony Manfredi, TransWorld Media; Scorpion King – M.J., Sole Technology, Brass Balls – Ray Takahashi – Flux Bindings; Blue Balls – Steve Lippman; Most Excuses – Ashton Maxfield, Sole Technology; Relay Race – Smokin' Snowboards crew.

The demo event was held in conjunction with the WWSRA (Western Winter Sports Representatives Association) Rocky Mountain Demo and in partnership with CCSAA (Cross Country Ski Areas Association) for the Nordic portion of the demo.

Again this year, Devil's Thumb Ranch transformed into the community headquarters for Nordic and included some new features into the demo, bringing together this tight community in snow sports. As the Demo buyers experienced the latest trends, shop staff, reps, media and Show attendees took advantage of free Nordic skiing and snowshoeing, as well as, complimentary refreshments, lunch and even musical entertainment at the state-of-the-art Devil's Thumb Ranch and Nordic Center.

There was a list of 68 pre-registered paid buyers for the SIA Nordic Demo that was held at Devil's Thumb Ranch, which showed promising growth in the second year for the venue dedicated to testing Nordic product.

"It is so important to test the new equipment for your staff and customers. The time investment of a day is well worth it, since I am able to come back and get our staff and customers really excited.  After I got back from the show, we received some 11/12 product that we have already sold thru.  We would not been able to have that kind of success with be able to experience the SIA Show and demo." Spike Clayton, SkiRack Burlington, VT.

The Nordic Demo opened with a Nordic Market Overview presentation by SIA Research Director, Kelly Davis and a Welcome Reception. Davis cited statistics for this year's snow sport sales but tempered industry enthusiasm because prices are expected to rise next year, jobs need to continue to rebound, and the weather has to cooperate again. Davis said that carryover inventories have been cleared out and she cited that cross country ski equipment product sales August through December have increased 15% above last year. To request a copy of the presentation, please contact Davis at

"For the second year running, SIA has put on the best XC Demo in the country, bar none!  The venue, the product, the access to companies and designers is just extraordinary." Van Brinkerhoff, Madshus.

On the second evening of the SIA Nordic Demo, a New Belgium Beer Dinner was held at the Ranch. Also, a freestyle talk with hot coco and cookies was held with PSIA Demo Team member, David Lawrence from the Methow Valley in WA. He focused a rallying cry on the social opportunity that the industry can take advantage of by connecting with people on line, designing the cross country ski experience to make it "post-worthy" on line, and embracing cross country ski product technology. "Too many people say they don't ski more often because there is no one to go with…and if we capitalize on social opportunities, we can make that work for us to create many more lifelong."

"The Nordic Demo delivered a complete selection of ski gear from touring to racing and some BC. The groomed trails were right there at the equipment tents. Buyers skied and compared gear from morning 'till they dropped for dinner." Chris Frado, CCSAA.

"Loved connecting with all the people. Loved demoing all the skis. Trying everything. The venue is superb. It's really great to try the different skis and see the price points. The Nordic Demo elped helped us make a decision to add a new element (skate) to our rentals. We also saw an accessory that really appealed to us. We're small, yet the investment to come here was totally worth it!" MaryLou Lowrie, Rangeley Lakes Trails Center, Maine.


By all accounts, 2011 SIA Snow Show and On-Snow Demo/Ski-Ride Fest were well received by retailers, exhibitors and all attendees. Here's what people had to say about their Show/Demo experience:

"Best SIA we have ever had! There's been good energy and vibe and lots of international buyers. Every order we have written has doubled since last year and it's only Day Two." Annelise Loevlie, Icelantic Skis.

"The SIA Show this year was a resounding success for our company. It was the perfect blend of business, fun, and snowboarding.  The positive vibe that emanated from the Show is one that I have not felt in many years—it was great to see so many smiling faces." Dan Sullivan, Rome Snowboards.

"Our experience in Denver has been nothing short of fantastic. We've heard a lot of other retailers that were initially resistant to the change that are now saying the same thing about Denver and the venue. It's great to be here in the Rockies." Susan Viscon, REI.

"Bringing the SIA Snow Show to Denver was brilliant! Because of the exposure that small, medium and large companies are able to get from the Show; from the local hat knitters at Firehouse to the tenured specialists at Obermeyer, I was able to develop captivating stories on products, industry specialists and professional athletes." Britt Chester, Westword.

"Our first day at the Show this year was better than all four days last year. Buyers are seeing us for the second year in a row now and it tells them that we are here to stay and we have made the cut. And your free childcare service is wonderful. They do arts and crafts, they feed the kids and we pick them up at the end of the day and they don't want to leave. I can't believe more people aren't taking advantage of it." Kathie Partak, ZipperBack Gloves.

"We had a great Show. We saw lots of new changes in hardgoods, keeping things fresh and I can't wait to get out on the hill and test everything out!" Tracy Gibbons, Sturtevant's.

"Scott Sports experienced one of our most successful SIA Shows to date. Apprehension within the winter sports marketplace seems to be lifting as we enter 2011. Scott's apparel and helmet line saw huge gains, especially from specialty retailers. Increased consumer confidence combined with the investments Scott has made in our brand have positioned us to have one of the best years to date" Adam Greene, Scott Sports.

"The SIA Show provides an unparalleled opportunity to learn about everything snow sports related in one place. As a writer who covers not only gear but ski and resort trends, I've gotten a ton of article ideas over the years from attending the show, and I've also made many friends, a nice side bonus." Cindy Hirschfeld, freelance writer.

"There's just lots of great stuff – the new fabrics: plaids are leaving, and now we have solids, but they're in good, bright colors. The energy's back. Finally people are spending money again." Kevin Cooper, Kirkwood Mountain Resort, Tahoe, California.

"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." Jim Satloff, Liberty Skis.

"We saw more shops our first day that we presented the line to than we did the entire Show last year.  And…80% of the shops were new accounts that we never would have seen unless we came to the Show." Maxx VonMarbod, POW Gloves.

"The SIA Show is always a gold mine for journalists, an opportunity to identify new trends and technologies and meet some of the most influential and noteworthy personalities in snow sports. The 2011 Show hit a new high in terms of excitement, with the Big Air Competitions and Fashion Show raising the bar on what a snow sports trade show can and should be." Paul Tolme, freelance writer.

"This year the whole Snow Show experience has been really great for us – both in Denver and Winter Park – couldn't ask for a better location and it's always great to hang with friends post-show." Jenny Naftulin, Salomon.

"It's been great out here at Devil's Thumb -- a little cold, a little bit of fresh snow on the ground -- the trails are beautifully groomed and this facility really is amazing." John O'Connor, Madshus.

 "I heard the demo was a lot of fun last year, so I had to check it out myself – I'm having a blast!" Clem Smith, Tecnica/Blizzard sales rep from California/Nevada.

"We put out over 125 pairs of bindings and 85 boards during the first day of the demo. The retail traffic was non-stop. It's by far the best demo we've participated in." Johan Malakoski, C3.

"Great location, so many trails to choose from. One of the best demos (we've) been to. We have so many choices from touring to racing, a lot to test! It's all focused on the equipment. Then afterwards, the accommodations.... ahh." Greg & Jennifer Whisenhant, Beaver Sports, Fairbanks, Alaska commented on the Nordic Demo.

"There is so much good stuff being introduced right now, that you really have to get out on the snow and test it for yourself. So many manufacturers are bringing out such great new gear right now; it's going to be easier to find the bad stuff than it will to be to differentiate between what's at the top." Steve Rogers, President of the Sports Specialists Limited specialty retailer buying group, when asked why he attends the On-Snow Demo.

A packed house enjoyed the spectacular colors, styles and prints that will certainly wow consumers next season. Throughout the Fashion Show, videos by Stylesight, outlining trends were shown. The show ended with a parade of beautiful MEN dressed in the latest winter fashions for women—all for a good cause. The grand finale called "RAMP IT UP" featured notable industry veterans including David Ingemie, SIA President, George Curleigh, National Sales Manager for Arc'teryx, Dan Sullivan, Director of Sales for Rome Snowboards and many more lovelies tapping into their feminine side to support for the Outdoor Industries Women's Coalition (OIWC) – the show raised $10,000 for OIWC's educational programs.

From the latest rockered skis and snowboards to space-age sunglasses to hot trends in apparel – some great examples of the hottest new products were on display in the lobby of the convention center at the INNOVATIONS, Now exhibit. If you missed it, don't worry – check out an online Sneak Peak version of the display.

Local officials, including Colorado Governor John Hickenlooper and Denver Mayor Bill Vidal, performed an official Opening Ceremony welcoming the snow sports industry to Denver – complete with cowbells ringing to signal the start of the Show. The cowbell ringing crew included officials from VISIT DENVER, the Convention & Visitors Bureau, Colorado Ski Country USA and SIA chairman of the board Tim Petrick.

Over two days of the Snow Show, the International Snow Sports Research Forum, co-sponsored by SIA, SIA Australia and the Canadian Ski Council, gathered international research professionals from around the world 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 were a launching pad for a global 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 of 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.

Megan Johnston of Alta, Utah was named the winning designer for the RECLAIM Project – an onsite 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. Megan has worked as a costume designer for television shows and loves 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 Johnson on participating and winning the RECLAIM Project.

"I'm very pleased that the first Live Reclaim Project was a success. I originally had two main goals in mind; one was to simplify the process of design and create a better sustainable product, and the other was to cultivate new creative talent. We were able to accomplish both and also managed to bring together key components and people in the snowboarding community."  Mike West, 686.

Active Youth Alliance SUMMIT
Calling attention to growing youth participation, 20 of the nation's largest youth outdoor charities gathered for the Active Youth Alliance Summit along with 15 local youth involved in the program. 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. Click here for more information on the summit.

"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."

The second annual job fair and networking event created specifically for the snow sports industry was well attended. SIA member companies used the event to scout for new talent and "shmooze" with job candidates for present and future needs. Ranging from eager entry-level job hunters to seasoned executives, ShmoozaPalooza provided a casual environment for company reps to meet candidates with relevant experience in design, development, marketing, sales and administration. Companies that participated in Shmooza Palooza included: Manic Snow, BOA Technology, Skullcandy, Snowboard Colorado Magazine, MOMENT Skis, M-5 Sales Agency, Windells Camp, Copper Mountain, Winter Park resort, Steamboat, and Devil's Thumb Ranch.

"The Shmooz is a great opportunity for face time with quality employers.  Both candidates and employers reported good experiences.  This year turned out good, and we'll be working hard to make next year even better!" Chad Mihalick,

The year, The Ski Channel held their inaugural Ski Film Festival during the Snow Show at the Colorado Convention Center. Approximately 50 films were shown throughout the weekend within categories dedicated to ski, snowboard, mountain sports, resort films and trailers.

The two most legendary brands in ski filmmaking, Warren Miller Entertainment and Greg Stump Productions, also screened their films: "Wintervention," along with "Legends of Aahhhs." New school filmmakers Poor Boyz and Level 1 Productions also screened their films, "Revolver" and "Eye Trip." Climbing cinema stars Sender Films and kayak filmmaking legends Hucking Huge Productions were also in attendance.

At the Show, Steve Bellamy, Chairman and CEO of The Ski, announced that the network has founded its own Hall of Fame and that its first inductees are Greg Stump and his masterpiece ski film "Blizzard of Aahhh's."  During the announcement, the theatre and the ceremony were packed with industry executives and tastemakers.

"Having the Ski Channel Film Festival at the Snow Show proved to be a really smart move," said Steve Bellamy, CEO of The Ski Channel.  "The synergies between all those films playing footsteps away from where over 20,000 people who really care about them and 1,000 people who basically fund them were was terrific."

The official announcement of the 2010 SIA SnowSports Retailers and Reps of the Year was held at the Show. U.S. and Canadian SnowSports Retailers and Reps were acknowledged for their consistent efforts at making an impact in the snow sports industry at the Retailer and Rep of the Year Award ceremony. Click here for more information on SIA Awards.

"Winning this award is a confirmation that we are doing something right. It also tells me that our employees are doing a fabulous job and taking their responsibilities seriously! It also means that we need to keep on looking for ways to improve so we can continue to offer our customer the best in products and customer service!" Jeff Buckman, President, Buckman's Ski & Snowboard Shops.

Also at the ceremony, the SIA Industry Achievement Award was awarded to the Gart Family for their dedication to the snow sports industry, willingness to support and partner with industry suppliers and their leadership as a snow sports retailer. 

Growing Participation Breakfast
The Growing Participation Breakfast was held during the Snow Show. The goal of the breakfast was for the industry to get together to take a closer look at how the industry can get new skiers and snowboarders into snow sports and get those who are hooked, to keep coming back for more. Speakers included Tim Petrick, President of Rossignol, Michael Berry, President of NSAA, Paul Prutzman, Chairman of NSSRA, Raelene Davis, Director of Marketing, Ski Utah & Chairperson of Learn to Ski and Snowboard Month (LSSM), and Glen Plake, Ambassador, LSSM. The breakfast is only the beginning.  Next steps that were discussed at the breakfast included information sharing between resorts, suppliers, retailers, state associations, and nonprofit organizations. Being able to leverage the lessons learned and best practices across all groups will ensure success of our efforts.

"The Growing Participation Breakfast was great to have as part of the Snow Show this year to get the issue of participation on all of the attendees' minds.  It's all a building process for us to learn from each year.  The more dialogue that can be created and information shared, the better the outreach programs are at responding the issues." Seth Ehrlich, Development Director with SOS Outreach.

U.S. Ski Team supplier HEAD was the recipient of the seventh Doc Desroches Award -- the recognition is made annually by SIA and the U.S. Ski Team to recognize a SIA member and Team supplier for its promotion of the Team's brand and athletes. Under Armour and Smart Wool are previous winners of this award.

Regional Ski Areas Breakfast
During the Show
Ski New Hampshire, Pennsylvania Ski Areas Association, Ski Areas of New York, and Ski Utah hosted open forum breakfasts. During the breakfast different sectors of the industry exchanged ideas and innovations on how they are each growing the sport how they can work together to do more.

"PSAA's participation in the regional breakfasts held at the SIA Snow Show in Denver gave our association an opportunity to meet with suppliers and retailers from our region and explain to them the programs and opportunities available to each in an effort to help grow the sport of skiing and snowboarding.  Networking opportunities, such as this breakfast, allow us to reach out to potential partners we might not otherwise have available to us and to promote sponsorship, advertising opportunities and ways we can work together." Linda Irvin, Ski Pennsylvania.

Colorado's largest kickoff banger brought headlining national and local entertainment to Denver's City Hall on Thursday, January 27. Brought to you by
NEFF Headwear and Sony PiiQ, SNOWDOWN featured an all-nighter line up of performances on five stages with headliner Z-Trip and rapper Lloyd Banks.

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). 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 Saturday, Freeskier and teamed by for a party at the Ogden Theatre. Mr. Lif and Blackalicious' Gift of Gab opened things up until Zion I hit the stage. Salomon held an Apres Ski Party at Suite 200 in downtown Denver. The party celebrated skiing's rich history, current culture and a future of fun. Many more parties took place throughout the week in Denver!

Mile High SnowFest
To welcome the Show to Denver for the second year, the Mile High City is staged a week full of snow sports events from Denver Big Air to great times at Downtown Denver's top restaurants, bars and clubs, and more.

The Denver Big Air, a two-day international ski and snowboard competition presented by Sprint, was deemed a success! This was the first city-based World Cup event in the U.S. On Tuesday, night skiers got a chance to launch off the 106-foot-tall ramp built across from the Denver City and County building.  The Armada team won the Nature Valley Big Air-Battle of the Brands with the Line team coming in second. Wednesday night was the LG Snowboard FIS World Cup,where a crowd of over 14,000 people watched  19-year-old Dutch rider, Rocco Van Straten, score 53.0 points and secure the first-ever big air victory for his home country, while Zachary Stone of Canada took second (50.8) and Michael Macho of Austria place third (48.5).


When retailers attend the Show they become a Snow Expert. By attending the Show, retailers make the investment to ensure their shop stocks the latest equipment, accessories and apparel. To let your customers know that you are their "go-to" shop for all things snow, use the link that was emailed to you to download your Snow Expert Seal or contact SIA at The Snow Expert Program is free, easy to participate in and includes a range of marketing support materials all designed to give you a competitive edge by announcing your status as the local "Snow Expert."


Want to relive the good times you had during the 2011 SIA Snow Show? Or maybe you couldn't attend and want to see what you missed? Check out the 2011 SIA Snow Show Photo Gallery and SIA's Flickr albums, live stream videos and SIA SNOW SHOW Dailies for complete coverage of the SIA Show including: trends, industry interviews, party/event recaps, photos, live news, quotes from the Show floor and more. Check out Live Stream videos, provided by LiveSauce Media, taken at the Snow Show as well as coverage of the On-Snow Demo/Ski-Ride Fest at and SIA's Facebook page. The snow sports industry meets up again next year in Colorado for the 2012 SIA Snow Show, January 26-29, 2012 and On-Snow Demo/Ski-Ride Fest, January 30-31. Enjoy the rest of the season!