SIA News 4.3
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RESEARCH TALKING POINTS FOR SALES REPS
The 2008.09 season will be remembered for the worst economic conditions since the Great Depression, shaved margins, weak cash flow, and difficulty securing credit were common problems for snow sports retailers last season.
Pre-season (tent) sales went surprisingly well in August and September, retailers indicated that total receipts were up about 20% over last year’s totals.
Pre-season orders for the 2009.10 season were down 20% for alpine hard goods, down more than 40% for snowboard hard goods, and apparel didn’t fare much better.
Strong early season sales may move enough inventory to require significant re-ordering before December, particularly if the early season snow continues to fall.
The National Atmospheric and Oceanographic Administration (NOAA) predicts El Niño conditions throughout the 2009.10 season.
The 2008.09 season brought in a total of $2.8 billion in sales of snow sports equipment, apparel and accessories from specialty shops and Internet sales.
Category breakdown:
- $760 million in equipment
- $1.1 billion in apparel
- $951 million in accessories
Online sales grew 12% in dollars to $547 million while the Specialty and Chain store sales channels declined 8% in dollars.
- 15% of all snowboard equipment was sold online
- 20% of all alpine equipment was sold online
- 25% of all apparel was sold online
1 in 14 of Americans consider themselves to be skiers or riders
14.8 million Americans participated in a snow sport in 2008 and another 5 million said they considered themselves a skier or rider but did not participate in 2008. The most often cited reason was lack of time.
The average snow sports participant is about 30 years old, has a college degree and household income exceeding $100,000 annually
1 in 5 female snowboarders are over 35 years old and plenty of girls are in the pipeline.
Unemployment doubled in the snow sports demographic (college degree) from 2.1% to 4.7% but it has stabilized since August and appears to be headed back down.
Adult high performance alpine ski boots were a hot trend, with an increase of 16% in units sold and an additional $11 million in sales.
Sales of backcountry skis, boots, and bindings increased more than 70% in units and more than 50% in dollars last season.
For more information about SIA Research products, industry data or general inquiries please CLICK HERE or contact SIA’s Research Director, Kelly Davis at KDavis@snowsports.org or by phone at 703-506-4224. |
CONGRATS TO THE SIA REGIONAL REPS OF THE YEAR
SnowSports Industries America (SIA) announces the winners of the 2009 SIA SnowSports Regional Rep of the Year Award. This award recognizes those sales reps in the snow sports industry that have successfully cultivated and strengthened relationships with retailers to further sales of snow sports products.
The Regional Rep of the Year award is presented to one rep in each of the following seven regions. Nominations for this accolade came from the retailers in the snow sports industry. The following are the winners for each region:
| Region: |
|
Winner: |
| Atlantic [NJ / NY / PA / DE / MD / DC] |
|
Kent Fried |
| Eastern Lakes [MI / OH / IN] |
|
Tim Parker |
| Mid-West [ND / MN / WI / SD / IA / IL / NE / MO / KS / OK] |
|
Tom Blair |
| Northeast [ME / VT / NH / MA / RI / CT] |
|
Chad Waters |
| Northern California |
|
Josh Hoyer |
| Northwest [WA / OR / ID / MT / AK] |
|
Dane Stevenson |
| Rockies [WY / UT / CO / NM / TX] |
|
Jeff Braun |
| South [WV / VA / KY / TN / NV / SC / GA / AL / MS / FL / AR / LA] |
|
Mike Lamb |
| West [Southern CA / NV / AZ / HI] |
|
Mike Day |
Nomination Criteria:
- Relationships – The rep takes the time to build a good relationship and trust between the shop and the rep. The shop does not feel like their relationship with their rep is simply a series of haggling over prices. The rep takes the time to educate personnel at the shop. They also address shop owner, buyers and shop employees on the floor as equals and builds relationships with all parties in the retail shop.
- Communication – The rep takes the time to check in regularly with the shop and bridges the communication gap between the rep, retailer and sales manager. A good rep will lean on their sales manager for a regional or national snapshot on a market and help retailers recognize a trend.
- Proactive in helping stores manage inventory -- The rep is proactive in asking for a sell through report which allows the rep and retailer to work together to determine their brands ranking and what is or is not selling within their own brand.
- Shop Clinics – Does the rep know his/her product, know how to sell it, showcase it against the other products in the shop, explain the features and the benefits, and give the staff the tools to do their jobs? Does the rep educate the staff as to what the buyer saw when he/she identified their product as a good fit for the shops clientele? Is the rep answering questions for shop employees such as – Why the product the right one for your customer? How can the staff help the client best enjoy the product? How can you make the client’s life better with product x?
- Responds in a timely manner to phone calls and emails.
This year these awards will be given out during the 2010 SIA Snow Show in Denver, CO, January 28-31, 2009. Along with the award, each rep will receive a 1 year SIA Rep Membership as well as a $150 American Express Gift Card.
Congratulations to our winners!!
PEER TO PEER: INSIGHT FROM SALES REP SEAN VILL
With snow falling throughout the Rocky Mountains and news of Loveland’s early opening, the season is getting off to a great start. A good snow year will definitely help our industry along, but we can’t ignore the fact that we’re living through some very unpredictable economic times. To provide some perspective from the retail trenches, SIA recently checked-in with industry veteran Sean Vill. A Sales Rep for Dynastar/Lange/Look, Sun Valley Ski Tools, Shred Optics and Slytech Protection, Sean provided some insight into how the business of snow sports is fairing during these challenging economic times.
SIA: How do you feel about the upcoming season?
SV: I’m very excited about the season, it always snows and you can always find some place to ski and snowboard. Customers seem to be a bit cautious, but give them snow and they will spend their hard earned money. Snow is always a bonus, we all have business plans we need to hit in order to live another day, snow just makes it easier…
SIA: What are some changes you have seen in the industry in the last 5 years?
SV: Consolidation of brands, reduction in retail locations and a thriving internet.
SIA: What can reps do to help keep the industry stable and thriving?
SV: Prepare assortments for your accounts that not only reflect their needs, but also reflect the trend(s) of the category, i.e. don’t be an order taker, be an order maker and help them anticipate the trends.
SIA: What can suppliers do to help reps?
SV: Invest in viable technology and programs that generate the healthiest possible margin for both the supplier and the retailer. Create products that inspire people to come back to our sport, or replace their older equipment. Listen.
SIA: How can the industry get more people on snow?
SV: The purchase and rental of quality equipment is very, very reasonable, apparel and accessories are better than they have ever been and the costs are again very reasonable. The purchase and rental of equipment and apparel is not the deal breaker! Is it possible that lift tickets might have something to do with it? We have to work together to motivate more people to get on snow and show them that it is affordable.
SIA: Why are you in this industry?
SV: Because I can’t think of another industry that would allow me to ski on the job!
SIA: What does the SIA Show means to you as an industry rep? Why is it important for you to be at the SIA Show?
SV: The SIA Show means a lot to me because when I first walk into the Show I realize I am part of something that is so much bigger than just my own territory and I always get this feeling I got at my first SIA Show in 1983, “I gotta see everything”. To this day I get to the Show early and attempt to walk every aisle. I am able to show my lines in the best possible environment that is almost impossible to duplicate regionally. Being a student of retail it is a yearly opportunity to interact with reps and retailers from around the country.
SIA: What do you feel the SIA Show means to the industry as a whole?
SV: I’m not exactly sure what it means, but it is critical to interact with industry leaders, and make sure that you and your store stay at the forefront of trends in equipment, outerwear and probably the single most important thing today is to understand how vendors are investing in your business. What is their internet policy, MAP program, pro sales? Do they have programs that I can be a part of that will help grow my business? This typically does not happen at regional shows.
SIA: What are you excited about, with the Show being in Denver?
SV: The association with Colorado Ski Country USA and the Rocky Mountains speaks to the very heart and soul of what we sell everyday! Authenticity and proximity should not be overlooked, as they are important considerations when deciding both where to recreate and where to do business. Las Vegas is as authentic as any town in America when it comes to gambling and strip clubs and its proximity to those endeavors is ground zero, if that’s what you want!
On the other hand, Denver is damn near the center of the skiing universe and it has infrastructure that supports everything snow! It’s proximity to some of the best skiing in the world is undeniable.
Authenticity, proximity, ski train, free lift tickets, kickass parties and of course getting to show my products in the best possible venue in the best possible location in the country.
What happened in Vegas needs to stay in Vegas, this is a whole new chapter I like to call “Take it Home with you” (the mountains that is).
Sean Vill tells people that he was born into the industry. His parents were buyers/managers for a ski & western store in Spokane, WA and at the age of 12 Sean was scraping skis. His ad vocation became his vocation and his wife and daughter carry on the tradition and live the passion of snow sports along with him. Check Sean out on Twitter @coupdevill. Be a part of the conversation; send your thoughts, ideas, news, press releases, and stories to PR@snowsports.org.
ROOM BLOCKS ARE FILLING UP FAST, BOOK YOUR ROOMS FOR THE SIA SNOW SHOW TODAY
IT’S A NEW SHOW AND A NEW LOCATION WITH NEW OPTIONS AND WE’RE HERE TO HELP YOU TAKE ADVANTAGE OF IT ALL!
SIA has negotiated exclusive rates with more than 30 hotels in Denver. And with more than 5,500 hotel rooms within walking distance of the Convention Center, you’re sure to find accommodations that match your style—from boutiques to grand hotels,
However, SIA hotel blocks are filling up fast, so book your rooms today to make sure you’re in the best property for your needs. Click here to book your rooms. The online reservation system allows you view hotel descriptions, amenities and their distance in relation to the Colorado Convention Center. The SIA room block offers hotels in downtown city centre, the LoDo district, Cherry Creek, Stapleton, and the Tech Center corridor. Free shuttle service each morning and afternoon will be provided to the hotels in the Cherry Creek and Stapleton neighborhoods. If you elect to stay at the Tech Center you will be provided with complimentary light rail passes to and from your hotel to the Colorado Convention Center.
A complete description of each hotel including their rate, distance from the convention center, and special amenities (free wireless access, free health clubs, etc) that are being offered is available for you to review at siasnowshow.com. You can also check out how many of the Downtown Denver hotels are actually closer in walking distance to the Colorado Convention Center than from the Mandalay Bay elevators to the Convention Center, view map. Click here to learn more.
If you need additional information about housing in Denver, please contact our housing team at 303.892.1112 x601 or housing@visitdenver.com.
HOW TO PREPARE FOR THE H1N1 FLU
Recently, SESCO send out a client alert on how to prepare for the H1N1 Flu. The H1N1 Flu, also called the Swine Flu has been everywhere in the media and on everyone’s minds. The World Health Organization has declared the global spread of H1N1 flu to be a "pandemic." Already in the United States, there have been several deaths and some schools have been temporarily closed due to this flu. The worst pandemic occurred in 1918 when between 50 million and 100 million people died worldwide, including an estimated 500,000 in the United States. More recently, the Centers for Disease Control and Prevention (CDC) estimates that in the United States, a 1957-58 pandemic killed 70,000, and a pandemic in 1968 killed 34,000. Hopefully, the pandemic will not yield such devastating results, and the flu vaccine being prepared for H1N1 should help lower sickness and fatality rates. Click here to read the SESCO Client Alert.
WINTER TRAILS™ CELEBRATES 15 YEARS IN 2010
ANNUAL EVENT ON JANUARY 09, 2010 OFFERS FREE SNOWSHOEING AND/OR CROSS COUNTRY SKIING AT LOCATIONS THROUGHOUT NORTH AMERICA
Winter Trails celebrates its 15th year on January 9, 2010. Organizers have made registration easy with an online service that allows participants to sign up for their preferred location before arriving at a selected event. Those who register on-line can win some great prizes from sponsors.
Winter Trails offers children and adults new to snow sports a chance to try snowshoeing and/or cross country skiing FREE at venues throughout North America. There is no charge for the use of equipment and trails. Most locations offer snowshoeing AND cross country skiing. Some locations only offer snowshoeing. Current alpine skiers and/or snowboarders are also encouraged to try an alternative snow sport
Winter Trails locations, hours and offerings are posted at WinterTrails.org as they are announced. Venues include alpine resorts, Nordic centers, state parks, National Park Service and U.S. Forest Service land. Details accompany each event’s listing on the Winter Trails website. Registration also is available on-site at each location.
Winter Trails is part of Learn a Snow Sport Month, set for the entire month of January, 2010. Information about other snow sports learning programs will be listed by November 1, 2009 at winterfeelsgood.com and individual programs can be accessed via learnasnowsport.org.
SnowSports Industries America (SIA), a national, non-profit trade association for snow sports suppliers, funds and manages Winter Trails in partnership with the American Hiking Society (AHS) and the Cross Country Ski Areas Association (CCSAA). Winter Trails sponsors and media partners included: Atlas, Backpacker magazine, Columbia, Cross Country Skier magazine, Grabber, Kahtoola, Leki, MSR, Rossignol, SkiTrax, Snowshoe magazine, Tubbs, Whitewoods, Winterkids.com and XCSkiresorts.com.
WINTERKIDS.COM SPONSORS WINTER FEELS GOOD
Winterkids.com, an online apparel and equipment site for children’s products is the newest sponsor for Winter Feels Good. The company is based in Denver, Colorado and is not affiliated with the non-profit organization in Maine known as WinterKids.org.
The Winterkids.com Website lists a range of children’s products including skis, snowboards and snowshoes. In apparel and accessories, the online retailer carries clothing, helmets, goggles, gloves, mittens, boots, hats and scarves.
Winter Feels Good promotes the health, fitness and social benefits of snow sports and its objective is to engage more youth in snow sports activities.
NATIONAL WINTER GET OUT! CONFERENCE BRINGS TOGETHER SNOW SPORTS INDUSTRY WITH P. E. AND RECREATION PROFESSIONALS
GOAL IS TO ENGAGE YOUTH IN ALPINE SKIING, SNOWBOARDING, CROSS COUNTRY SKIING AND SHOWSHOEING
The first national winter Get Out! Conference is set for December 3-5, 2009 at the Gunstock and Margate Resorts near Laconia, NH. The focus is to show physical education and recreation professionals how to introduce youth to snow sports through schools and recreational organizations. Alpine skiing, cross country skiing, snowboarding and snowshoeing are included. Approximately 150 people, representing 75,000 youths, are expected to attend. Snow sports industry professionals are welcome to attend as well. All early bird registrants are eligible to win a jacket from Columbia Sportswear or a pair of Nordic walking poles by Leki. The early bird deadline to register is November 3rd, click here to register. A drawing will be held to determine winners.
The winter Get Out! Conference is organized by the American Association for Physical Activity and Recreation (AAPAR) with support from SnowSports Industries America’s (SIA) Winter Feels Good initiative. It will feature seminars, workshops and on-snow clinics presented by leaders in the snow sports and physical activity industries. Topics include risk management pertaining to school groups, how to administer a winter sports program at a school or recreation department, how a school or community group can work with snow sports specialty shops, starting a snowshoe program in a school or community organization, how to write and secure grants for a winter sports program, and resources for teaching snow sports.
“The Get Out! Conference is a perfect way for the snow sports industry to connect on a grass roots level with professionals who really can influence how kids spend their leisure time,” said Tom Gately, president of the Snowsports Merchandising Corporation (SMC). “I think it is a real opportunity for physical education and recreation professionals to learn how a specialty shop can help them get kids involved in snow sports.”
By the end of the conference, participants will have all of the tools and information needed to create an effective snow sports program in a school or community organization
Presenters include representatives from SIA, National Ski Areas Association (NSAA), Professional Ski Instructors of America- American Association of Snowboard Instructors (PSIA-AASI). Snowsports Merchandising Corporation (SMC), the New England Ski Museum and others. Mid-Atlantic and New England resort and rep associations are conference supporters.
For more information, contact Mary Jo Tarallo, Special Projects Consultant, at 703.506-4202, 202.431-6950 or MJTarallo@snowsports.org. For more details, click here.
THE WORD ON THE SLOPES
SKI MAGAZINE CONSUMER DEMO WEEKEND
SKI MAGAZINE CONSUMER DEMO WEEKEND (AND CITIZEN’S SKI TEST) OKEMA MOUNTAIN, VT (JACKSON GORE BASE AREA) DEC. 11-13, 2009
Who’s invited?
Everyone. The more brands, the better.
What is it?
- A super demo, with all brands represented, major and indy, giving participants a chance to get excited about new gear at that crucial pre-holidays shopping time of year. (Think Stratton On-Snow, except that we actually, you know, let the consumers in on the fun.)
- A weekend-long gear-geek gathering with music, a screening of Warren Miller’s Dynasty, T-shirts, gear and trip giveaways, the works.
- On-snow demo by day, indoor expo/party at night (Beer & Gear). Imagine the mood of participants wandering your booths, beers in hand, invigorated by their first turns of the year, fired up to try some new skis.
How will we promote it?
Well, who better than us? We’ll pump it in the magazine, on our website, through our newsletters, FB, Twitter, etc. Okemo will publicize it heavily as well. We¹d also like to work through the retail network, using our Gold Medal Shops, especially, to get the word out to their customers. Those shops will be welcome to bring their own customers as they see fit. We hope manufacturers and reps will also help us get the word out. In the end, we think the trusted Ski Mag brand gives this event the kind of juice no other on-snow demo has.
Why Okemo?
Because they were excited to host, understanding the potential of such an event to attract skiers. They make as much snow as anyone, ensuring a quality surface for early season turns. Also, they do as many or more skier-visits than anyone on that day, ensuring a built-in customer base for this event before we so much as lift a finger to promote it. And yes, we know it’s a two-lift jaunt to the top of Jackson Gore, but that gives novices an ideal test venue and is only a minor inconvenience for experts. Otherwise the terrain is perfect buffed out groomers. And the indoor facilities are perfect as well, attractive spaces in and adjacent to the bar, close to the snow, with easy parking.
What’s a Citizen’s Ski Test?
It’s part of the draw for many participants. They’ll register online to be official Ski Mag Joe-Schmoe testers. We¹ll give them test cards and put their comments and data online, stroke their egos, make em famous. This won’t replace our traditional gear tests with pro testers, but for the few readers out there who think real skiers are more trustworthy than experienced pros, here’s some data (and more promotion of the event after-the-fact).
How can I come if that’s the weekend I always do the Buddy’s Ski Barn demo?
We know it’s a busy weekend at a key time of year that’s why we picked it. And yet we know it’s incumbent on us to make this event bigger and more productive than any on-snow demo you might have otherwise planned for that weekend. We also see this as an event that could help reps consolidate the demo madness, replacing the many minor events with two or three big ones.
What haven’t we thought of?
You tell us. Feedback greatly appreciated. You guys have more experience with on-snow demos than we do, and we respect that. We welcome ideas on the nitty-gritty of running an event like this (for instance, a pre-registration/badge system, as at Stratton? something less complicated? binding protocol?). And we welcome your ideas for making it cooler (regional band recommendations? that bad-ass Wintersteiger truck? your celebrity athletes?) It’s a work in progress.
What’s in it for SKI Magazine and SkiMag.com?
We want to get our brand out there, associated with on-hill fun. Done right, this event enhances our cred with readers, who, as you know, include some of the biggest gear-geeks out there. We will NOT be charging a fee to participate.
What do we want from you now?
Just mark your calendars, and let us know that you can make it. (Hmmm, dibs on prime real estate to the earliest and most enthusiastic respondents?) And let us know what you think.
Thanks, and think snow.
Contacts:
Joe Cutts
Deputy Editor, Gear Test Director
SKI Magazine (Burlington office)
802-238-3423 (cell)
Tim Malone
Associate Marketing Director
Bonnier Mountain Group
Greg Ditrinco
Editor in Chief
SKI Magazine
Mike Federle
Group Publisher, Bonnier Mountain Group
SKI, Skiing, Warren Miller
Keep SIA in the know of what’s going on in the industry! The season has officially started with Loveland Basin in Colorado being the first ski area in North America to open its slopes on Wednesday, October 7, 2009. Click here to read more….Let SIA know about your parties, events, new products and innovations. Official News: Two-time World Cup overall champion Bode Miller (Franconia, NH) was named to the U.S. Ski Team and will compete this coming season on the Audi FIS World Cup. Miller has skied independently the last two years, winning his second overall World Cup title in 2007-08. Click here to read more…If you haven’t already checked him out, catch Louis Vito on “Dancing with the Stars,” on ABC. Click here to learn more...Athalon Sportgear launched its new line of Bandana Bags this summer. The line of Bandana bags introduced to the U.S. and Canada includes a variety of bags for every individual’s daily, travel and sport needs; including backpacks, totes, ski bags, golf bags, duffels and many more. Click here to learn more….The most talked about park skier on the planet, Tom Wallisch (i.e. Todd Walnuts, The Pretzel Man, King of Afterbang) recently signed with Full Tilt Boots, solidifying his relationship with the brand. Click here to read more….Dynafit is pleased to announce the appointment of two team members in its Sales and Marketing Department. Keith Patterson takes the role of Director of Sales and Marketing, and Pete Swenson fills the newly-created Brand Activation Manager position. Click here to learn more….POW Gloves is excited to announce the addition of Maxx von Marbod as Sales Manager. Maxx comes to POW with over 15 years experience at companies such as Sims Snowboards, Option Snowboards, and Transworld Snowboarding Magazine. Click here to learn more….Olympics are just around the corner and NBC's Today Show has selected Grouse Mountain Resort as their home for the Vancouver 2010 Olympic Winter Games in February 2010. Click here to read more…. The U.S. Olympic Committee (USOC) today announced the Central Cross Country Ski Association (CXC) as a new Community Olympic Development Program (CODP). Click here to learn more….Got this note from Jeremy Jones, Chris Steinkamp and the good folks at Protect Our Winters (POW) – “When The North Face came to us last year with an idea to produce a climate change film with them, we couldn't wait to get started on such a cool project. Click here to read more.
Send us your news, press releases and stories to PR@snowsports.org, SnowSports Industries America.
Please feel free to forward this message to anyone who is interested in the growth and further development of the snow sports industry, and continue to do your part. Let it Snow!
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