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B$Z: Beautiful Sunny Days, Fresh Snow, and Great Friends at the SIA On-Snow Demo

February 8, 2012

Beautiful Sunny Days, Fresh Snow, and Great Friends at the SIA On-Snow Demo

Pros, CEOs, Industry leaders, and we simple humans all hit up Winter Park Resort in Colorado for the 3rd annual On-Snow Demo/Ski-Ride Fest for two beautiful days of fantastic snow! Checking out all the latest in alpine, ski, and snowboard gear at the Alpine/Snowboard Demo & Ski-Ride Fest portion at Winter Park Resort  and the sweetest skate, cross-country, touring and snowshoe technology at the infamous Devil’s Thumb Ranch.
 “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, as he was shredding down the mountain.
Roch Horton from Black Diamond Equipment too was amped on the gorgeous conditions of the day that allowed him to take his equipment testing beyond the double black diamond level.
“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.
Over the course of those two days retailers and media got to “test” (enjoy) products from over 114 snowsport brands. Attendees shredded all the newly fallen snow, enjoyed the sunshine, and chilled with industry friends during parties, events and après happy hours.

The Italian Ski Mountaineering Team even made an appearance and was presented with custom western belts by SIA’s president David Ingemie, while SIA Board Member, Bill Treacy of Giro Sport Design entertained the crowd with his guitar skills. And for those who wanted to prove their skills on the slopes there was the Uphill/Down Challenge and Office Booyz & Girlz “non-contest” contest.

The Up/Down Challenge was taken on by 61 shredders who got into teams of 3 and charged it up the hill, 1,700 ft up to the Winter Park Sunspot Lodge. There they downed a beverage of their choice and raced back down to finish at the base.Team Hagen managed the loop in a mere 1 HOUR 43 MINUTES and 2 seconds!! WOW not bad! Congrats Matteo Eydallin, Sari Anderson, and Mike and Eva Hagen. They crushed the Italian Ski Mountaneering Team that also entered the event!
The  “non-contest” contest was put on by at Winter Park’s Re-Railer Terrain Park celebrated the “One Hit Wonder”-- one hit is all it takes to win. Shredders blasted through the park just one time and as long as they hit something they got some nice prizes. Costumes were greatly encouraged and prizes were given based on how stoked the judges were, not really having anything 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

The Nordic world also was stoked on this year’s Nordic Demo. They got more more equipment, brands, models and sizes than any other demo in the country. Some even got their smarts on at seminars and networking events to generate and share ideas with other Nordic retailers from around the country. Events ranged in topic from public relations and social marketing to cocktail Hours and Uinta Beer dinners.
“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.