Industry News 7/20/2012

B$Z: SIA Members Take Manhattan by Storm at Annual Summer Snowdown Media Event

SIA Members Take Manhattan by Storm at Annual Summer Snowdown Media Event

While Manhattan streets were hazy with 90+ temps yesterday, members of SnowSports Industries America (SIA) helped cool things down for NYC-based journalists with a preview of top snow sports products hitting retail shelves next season, talk of mountain escapes and Red Bull-flavored snow cones. Dubbed the SIA Summer Snowdown, SIA hosted its 6th annual New York City media showroom, highlighting twenty-one brands and three non-profit organizations from all segments of the industry.

"We were thrilled with the event and the media turn-out," commented Anovia Daniels, SIA's PR/Communication Manager. "The Snowdown was created to promote snow sports to top consumer publications and get SIA Members' products in front of influential journalists. After giving them a taste of our industry, we hope to recruit many of these journalists to the 2013 SIA Snow Show next January to check out even more snow sports brands," added Daniels.

"It was a busy, busy day and that's what it's all about," said Chris Overholser, Senior Communications Manager at Vans. "We have a showroom here in NYC, but the SIA crew was able to help us get our key products in front of media we haven't had the chance to meet before."

64 journalists from 68 media outlets including newspapers, magazines and television outlets representing a combined circulation of 50 million, received a hands-on preview of next season's products from DAKINE, Dale of Norway, DESCENTE, Fischer Skis U.S., Kamik, Killy & Eider, Launch Snowboards, Learn to Ski and Snowboard Month, Neve Designs, Never Summer Industries, Obermeyer, PrimaLoft®, RAMP Sports, SCOTT Sports, Seirus Innovation,, Spyder, SUNICE, Swany, Transpack, Vans Snow, Winter Trails and ZEAL Optics.

"SIA once again successfully welcomed a great mix of editors and media outlets to the Snowdown this year. The event is fundamental in my business for reconnecting with past contacts and establishing new relationships to showcase our products and brand story," commented Kate Gaeir, Spyder/Akimbo Communications.

A large, modern loft space in Manhattan with expansive views of the city provided the backdrop as journalists mingled with industry representatives, asked questions, tried on product and collected information for their upcoming winter issues.

"The SIA Summer Snowdown was a great opportunity that gave us amazing exposure for our brand. SIA created an ideal environment with a beautiful space and consistently flowing media, food and refreshments. The event was a rare opportunity to meet with media that extends outside of our industry. Snow sports enthusiasts walk all paths of life, so being able to connect to them through all media only enhances our industry. This is such a well-organized and well thought-out event and we are excited to participate in it for many years to come," said Danica Carey, Project Manager at Seirus Innovation.

For more information on SIA's Summer Snowdown, go to