SIA News 4.7
PLUM TV
 Plum viewers got a sneak peak at the newest and most technically advanced ski and snowboard gear of 2011! Plum TV went behind the scenes at the 2010 SIA Snow Show in Denver, providing a first glance at the fashion, trends and innovations before it hits the storefronts and slopes next season.
http://pdam.plumtv.com/public/marketing_player/15613
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MEET SVEIN BERG, THIRD GENERATION WORKING IN BERG’S SKI AND SNOWBOARD SHOP
(L to R) Svein Berg, Dale Berg (father), Paul Berg (uncle) and Jarl Berg (twin brother)
Svein Berg, general manager at Berg’s Ski and Snowboard Shop in Eugene, OR took some time out of his busy schedule to discuss the shop’s history, better business practices and tips on how to can get more people on snow. Sven has been working at the shop for 24 years and skiing for 37 years.
Berg’s Ski and Snowboard Shop is a small, family-owned business that's been dedicated to superior customer service and products for over 54 years. Berg’s specializes exclusively in skiing and snowboarding equipment, winter apparel and related accessories. Their close knit staff is comprised of individuals who love to ski and snowboard, as well as take pride in assisting others in finding the right equipment to best suit their needs and sporting aspirations. Berg’s Ski and Snowboard Shop is the vision of Alfred Berg, a non-English speaking Norwegian immigrant who at the age of 18 boarded an ocean steamer in search of the American dream. While adapting to their customer's needs, Berg’s continues to be the ski and snowboard shop that treats its customers with honesty, integrity and respect. They strive to provide their customers with unexpectedly friendly and informative customer service. After all, Alfred wouldn't have it any other way. For more information on Berg’s Ski and Snowboard Shop, visit www.bergsskishop.com.
SIA: Why are you in this industry and how did you get started?
Svein: Funny that you ask why I got into the business myself.... my feet hurt! Literally, I could not find a ski boot that fit my foot properly. So I have spent the last 15+ years perfecting my boot-fitting and of course sales knowledge to make my skinny long feet warm, comfortable and in control. And as a by-product, I now have lots of knowledge to make my customers happy and informed with their ski purchases for many years to come. And who wouldn't want to work in a Toy store?! I've got the best job making people happy every single day.... plus no ties required.
My Grandfather Alfred started the shop simply to give the family a weekend event to enjoy together and have fun. He noticed my father Dale and Uncle Paul having so much fun skiing every weekend with other family friends that he decided to go down to the local ski shop at the time and get all three of them outfitted. Next thing you know Grandpa was hooked and wanted to do something with his sons every day, hence Berg's Nordic Ski Shop opened in 1955.
Berg’s Ski and Snowboard Shop. The two bay doors used to be the garage doors to my Grandfathers gas station, which is what funded the shop opening in the first place back in 1955.
SIA: What does winning the SIA Retailer of the Year award mean to you?
Svein: It is such a huge deal to us. It felt like the biggest pat on the back for all the care and time we as a family have put into this wonderful business. We have had three generations of our family work in this store and it is just a great thing to have bestowed upon us.
SIA: How can the industry get more people on snow?
Svein: Kid programs! We have 2-5 busses running every weekend to our local resorts (Willamette Pass, Hoodoo and Mt. Bachelor). We work with our local resorts to make a "ski package" that is very affordable and have adult chaperones on the bus for supervision. This gives so many kids the opportunity to try skiing and snowboard with their friends at an affordable rate.
SIA: How is your season going so far?
Svein: Contrary to popular belief... the snow is still here and we're loving it! Mind you, it isn't as plentiful as we would like but, people are still on the slopes having fun and enjoying what the great NW has to offer. I expect next year will be more of the same as long as we have snow. As my father has said "snow always makes things right"
SIA: What can retailers, suppliers and reps do to do better business?
Svein: Service is still so crucial! We have seen so many shops disappear in the last few seasons. Our employee's are our lifeline and we make sure they are taken care of first. If they are taken care of with support and good guidance, your customers will get the exact same treatment. Think always long term, not quick sale.
SIA: What are your thoughts on the current state of the industry?
Svein: It needs family support and long term thinking. Once again the "quick sale" has gotten customers through the store but has not kept them an end user (ill fitting boots & skis) on the slopes. People need the right gear at the right price, not always the cheapest price. If families can ski together, they will continue this industry for generations
SIA: What value do you see in SIA? What does the SIA Show means to you as a retailer?
Svein: SIA is critical for us to make informed decisions that will, in the end, help our customers. At SIA I was told to demo three skis I wasn't thinking of and then I tested them and I absolutely loved them all; and will carry them too. Without that one on one interaction with my local Rep, I wouldn't have seen these hidden gems. This is what makes SIA special and so important for us to go to every year. Now my local customers will benefit from that simple recommendation. P.S. it will save my customers money too!
2010 WINTER TRAILS ATTRACTS 10,700 PARTICIPANTS
Winter Trails, held on January 9, 2010, attracted approximately 10,700 participants, according to program organizers. Some of the largest events took place at the Weston Ski Track near Boston, Ft. Snelling in Minneapolis and Estes Park, CO. Organizers at the three locations all reported topping 1,000 participants. Ninety venues hosted Winter Trails events in 2010, ten more than the previous year. Winter Trials, the free learn to snowshoe and cross country ski program, was positioned as the Nordic component of Learn a Snow Sport Month. Winter Trails generated nearly 40 million media impressions. Twenty-two states hosted events and information about each event was posted at WinterTrails.org.
“This was an incredible year for Winter Trails,” said Mary Jo Tarallo who served as program director on behalf of SnowSports Industries America (SIA). “The snow was good in most parts of the country. Media exposure for snowshoeing and cross country skiing associated with Winter Trails included a major article in USA Today, stories on numerous Web sites, and radio and television coverage in markets throughout the U.S.”
Vermont led the pack with 13 locations. The state also launched a free learn to ski and snowboard program the first week in January to celebrate Learn a Snow Sport Month.
“Snowshoeing is a terrific gateway activity for a lot of people who may not yet be ready for alpine skiing or snowboarding”, said Kathy Murphy, marketing director for the Vermont Ski Areas Association. “Once people discover that they can be comfortable outdoors and have fun on snow, we’re confident that a certain percentage of Winter Trails participants will eventually try other snow sports at our resorts.”
Winter Trails is organized by SnowSports Industries America (SIA) in partnership with the Cross Country Ski Areas Association (CCSAA) and the American Hiking Society (AHS). Sponsors and media partners included: Atlas, Kahtoola, MSR, and Tubbs snowshoe companies, Columbia Sportswear, Grabber, Leki poles, Rossignol and Whitewoods, Cross Country Skier, SkiTrax, Snowshoe Magazine, XCSkiresorts.com and Backpacker.
LEARN A SNOW SPORT MONTH WORKSHOP PLANNED FOR NSAA NATIONAL CONFERENCE
Organizers of January’s Learn a Snow Sport Month (LASSM) are presenting a workshop on the initiative at the National Ski Areas Association conference to be held May 2 – 5 in Orlando. The LASSM initiative was based on NSAA’s Model for Growth and focused heavily on encouraging children and adults to take lessons to learn alpine skiing, snowboarding, cross country skiing and snowshoeing.
During the workshop, a panel of industry professionals will re-cap the 2010 effort with examples of success stories from individual resorts and launch a dialogue regarding the direction of the program for January 2011. The panel will also include the director of the golf industry’s First Tee School Program that provides youth an opportunity to develop life-enhancing values through character education.
SIA, PSIA-AASI and National Ski Areas Association all supported the program along with 16 state and regional resort associations and more than 300 resorts and Nordic Centers. Thirty-two states participated in LASSM this year. Governors from 15 states issued proclamations declaring January Learn a Snow Sport Month. Glen Plake served as national spokesperson for the initiative.
Media attention was widespread starting in early January with Plake’s appearance on NBC-TV’s Today Show. Local broadcast affiliates throughout the country covered various aspects of the program. First Lady Michelle Obama recently took daughters Malia and Sasha to Liberty for ski lessons. Mrs. Obama recently announced her commitment to fight childhood obesity by encouraging children to get active in a variety of recreational activities.
Click here for the 2010 Learn a Snow Sport Month recap.
REMINISCE WITH SIA AND SEND IN YOUR SHOW MEMORIES
If you haven’t heard, the SIA Snow Show and On-Snow Demo/Free Ride Fest was a success! If you missed out or want to reminisce on all of the fun and great business that was done, check out the 2010 SIA Snow Show Photo Gallery and the SNOWPRESS Show Daily for complete coverage of the SIA Show including trends, industry interviews, party/event recaps, photos, live news, quotes from the Show floor and more.
Below are a few pictures from SIA staff. Checkout Show pictures from our staff’s cameras. Share your Show experience with the industry. Please send in your Show pictures, videos, stories, quotes, etc to PR@snowsports.org.
Thanks for a great Show and see you next year as the industry gathers again in Colorado! The snow sports industry will meet up next year for the 2011 SIA Snow Show, January 27-30, 2011 and On-Snow Demo/Free Ride Fest, January 31-February 1.
YAHOO! WINTER SPORTS MOMENT SWEEPSTAKES
Yahoo! Sports is providing Olympic fans with an exclusive Web site and mobile experience for the 2010 Vancouver Games, keeping fans on top of the action with a site specifically dedicated to Olympics coverage and content (sports.yahoo.com/Olympics). The best part? A photo contest, where fans can submit their favorite winter sports photos at http://sports.yahoo.com/olympics/vancouver/fancouver for a chance to win multiple prizes (ranging from digital cameras to a trip to the U.S. Freestyle Skiing Championship help at Squaw Valley in March 2010).
More details:
Click here for more details about the Yahoo! Winter Sports Moment Sweepstakes
Sweepstakes ends on February 28, 2010 at 11:59P PT
Grand prize-- One Grand Prize winner will receive a trip for two to Squaw Valley, California from March 25-28, 2010 and two tickets to the U.S. Freestyle Championship celebration events. This prize includes 2 VIP credentials, all-day lift passes for Friday, Saturday, and Sunday, access to U.S. Ski Team special events, and opportunity to mingle with U.S. Ski Team athlete and coaches. First prize-- Five First Prize winners will receive a digital camera and Flickr Pro account for one year.
THE WORD ON THE SLOPES
Keep SIA in the know of what's going on in the industry. Parties, events, new products, innovations, pictures, etc? SIA wants to know all about it! Send details, pictures, videos, press releases, etc to PR@snowsports.org. Official News: The Canadian Ski Council (CSC), Canada's national umbrella organization for the Canadian ski and snowboard industry, released in January its policy on helmet usage at Canadian ski areas. Click here to learn more…High Sierra Sport Company is honored to sponsor the Thomas Weisel Partners - Janss Pro Am Classic, by providing AT109 Water Bottle Sport Duffels for the event participants. Thomas Weisel Partners - Janss Pro Am Classic is one of Sun Valley Ski Education Foundation's biggest fundraisers event. Click here to learn more…. Longworth Industries, parent company of the Polarmax, XGO and PMX brands donated over $40,000 worth of apparel to Haitian Relief. Longworth is donating men’s, women’s and children’s sleeveless shirts, t-shirts, long sleeve shirts, undershorts and pants to victims of the Haitian earthquake disaster. Click here to read more… Protect Our Winters recently announced the launch of the "Sixty Days" campaign and website, www.60daysto.org. Last fall, the American Clean Energy and Security Act was passed through the U.S. House of Representatives. This landmark legislation is now in danger of being held up in the Senate, and POW is calling on the winter sports community to share their voices with their respective Senators. Click here to learn more…. Outlast Technologies announced Wigwam has debuted new and updated outdoor performance sock styles featuring Outlast® technology. Click here to learn more… The top entries from the Venture/Protect Our Winters snowboard art contest have been posted to the Venture Snowboards blog - News From 9,318'. Members of the general public are now invited to cast a vote for their favorite! Polls will be open until midnight March 15, 2010. Click here to learn more… Quiksilver, Inc. (NYSE: ZQK) today announced that Paul Speaker has been appointed to the Quiksilver Board of Directors effective immediately. Click here to read more… Skiers from throughout the East will test their backcountry skills on one of the most famous sections of the 300-mile Catamount Trail on Sunday March 14th. Click here to learn more…. Snowcraft Industries has launched a new ski teaching device that accelerates learning and offers an alternative to impractical techniques commonly used to introduce beginners to the sport. CoPilot™ Ski Trainer is a boot tethering teaching rein that develops the core ski skills of balance control and lower body turning, while allowing the teacher to control speed and guide turns. Click here to learn more….Burton announced that it has restructured its North American staff, resulting in a layoff of less than 2% of its global employee base. The company also announced that it reinstated salaries and merit increases that were decreased eight months ago due to the economic downturn. Click here to read more… The U.S. Ski & Snowboard Hall of Fame will honor three members of the Class of 2009 posthumously. With a class of five other inductees, these three lived out their lives dedicated to the sport of skiing. Click here to read more…Click here to checkout ”America’s ski bum” Glen Plake on ABC’s Nightline. Click here to read an interesting article in the New York Times, “The Return of the Ski Bum”.
Sad news to report:
Charles Russell Johnson III, 26, died yesterday while skiing at Squaw Valley, CA, on the Light Towers run off the Headwall lift.
Johnson was known in recent years for his inspiring return to skiing after a traumatic brain injury that he suffered in December of 2005. The injury, sustained when another skier accidentally landed on him during a run, left him in a coma for 10 days. But long before his injury, Johnson was known as a park and pipe skiing prodigy who helped redefine the sport in the first years of this century by proving what was possible on twin tip skis.
Johnson, known as "C.R." at Squaw Valley and on the X Games skiing circuit, suffered fatal injuries Wednesday afternoon when he crashed while skiing with friends on a high mountain ridge. An infectious skier and personality, Johnson filmed for ski industry leaders Teton Gravity Research and MSP Films before starting his own ski film production company with best friend and ski star Tanner Hall. The Truckee, CA, native and resident was known for the soaring "big air" of his acrobatic ski jumps, Johnson won bronze medals in 2001 and 2003 at the Winter X Games.
Recently, Johnson was taking online college classes in design while evolving his star-studded ski career. Appearing in Poor Boyz Productions 2009 release Everyday Is A Saturday and filming for Level 1 Productions during the 2009-10 winter, Johnson placed third at the Red Bull Linecatcher event—a big mountain freestyle contest—in Vars, France, on January 13, 2010, in a field of some of the world’s best skiers.
C.R. Johnson is survived by his parents Loraine and Russ and his older sister Kahlil. And the entire ski community.
Kenneth E. Caffrey, Jr. born on June 21, 1961 died unexpectedly on Saturday, February 6, 2010. Ken was a teacher and ski instructor. He attended Immaculate Heart of Mary School, Scarsdale High School and St. Michael's College, Vermont. He is survived by his daughter, Lindsay O'Neill Caffrey, his parents Joan and Kenneth, his brother Dr. Thomas Caffrey and wife Andrea and their daughter Nicolette, his sister Anne Marie and husband Matt DiMatteo and their daughter Lila.
He will be missed by his loving family. His short life touched many in a positive way.
Olympic medalist Jimmie Heuga, a star of the 1964 Olympic Winter Games and one of the U.S. Ski Team's greatest ski racers, died Monday, February 8. His death came on the eve of the Olympics in Vancouver and 46 years to the day after his medal. Heuga, who was bronze behind Billy Kidd's silver in the 1964 Olympic slalom, was 66.
Heuga gained worldwide acclaim for his 1964 Olympic medal. But his real mark on society came after he was diagnosed with Multiple Sclerosis (MS) and dedicated his life to research and innovative treatment of the disease.
Born to Lucille and Pascal Heuga, a Basque immigrant who ran the cable car at Squaw Valley, Heuga began skiing at two and three years later, he was competing on the junior circuit. He appeared in a Warren Miller film at age nine. In 1958, at 15, he was named to the U.S. Ski Team. He remains the youngest man ever on its roster.
He has been honored by the National Multiple Sclerosis Society, and is an awardee of the U.S. Ski Team's Texaco Star Award. He has been on the President’s Council on Physical Fitness, and was inducted into the World Sports Humanitarian Hall of Fame two years ago. He is an honored member of the U.S. Ski and Snowboard Hall of Fame, inducted in1976, and the Colorado Ski and Snowboard Hall of Fame in 1987. He was named to the Colorado Athletic Hall of Fame in 2000.
In lieu of flowers, contributions may be made to the Jimmie Heuga Endowment Fund, 27 Main Street East, Suite 303, Edwards, CO 81632.
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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