SIA News 6.4

7/21/2011

// NEWS

LA NIÑA COULD GIVE US TWO IN A ROW
The 2010/11 season was record breaking in sales, participation, snowfall, and in the number of days we could ski and ride because of a weather condition known as La Niña. In fact, most of the variance in sales and participation can be explained by weather conditions. La Niña conditions are characterized by a strong, northerly storm track that brings heavier than average snowfall and colder than average temperatures to the northern half of the U.S. This season, national snowfall totals were 28% above average. Having two seasons in a row with conditions so conducive to winter sports is rare, but we could be on the verge of just such a phenomena. According to National Oceanic and Atmospheric Administration (NOAA) data, the last time that happened was between 1998 and 2000; three straight winters of La Niña conditions. During those years, participation was on the rise. It’s possible that we could break records again next season if La Niña conditions return.

Snow Sports Participation 1998 - 2010

Source: National Sporting Goods Association Snow Sports Report 1998 – 2010

Here is what NOAA is saying about the possibility of another La Niña winter in 2011/12:

“Forecasts from a majority of the ENSO models indicate ENSO-neutral will continue into the Northern Hemisphere fall 2011. However, over the last couple of weeks, forecasts created by the NCEP Climate Forecast System (CFS) have begun to indicate the re-emergence of La Niña during Northern Hemisphere fall 2011. Combined with the recent weakening of the positive subsurface ocean anomalies and the lingering La Niña state of the atmosphere, the possibility of a return to La Niña during the Northern Hemisphere fall 2011 has increased over the past month. However, ENSO-neutral remains most likely into the Northern Hemisphere fall 2011, with most models and all multi-model forecasts (shown by the thick lines) predicting ENSO-neutral to continue through early 2012.” - NOAA, NCEP Climate Prediction Center July 2011

Stay tuned for SIA’s full report on winter weather predictions for 2011/12 in September. Until then, if you have any questions about winter weather prediction or the weather’s impact on the snow sports market, contact SIA’s Director of Research, Kelly Davis at 703.506.4224 or by email at KDavis@snowsports.org.

MEMBERSHIP RENEWAL TIME - DON’T MISS OUT ON ALL OF THE BENEFITS
The 2011/12 SIA membership year is underway and we would like to invite you to renew your annual SIA Retail membership. Renew now and join us as we return to the mountains for our third annual SIA Snow Show January 26-29, 2012 at the Colorado Convention Center in Denver, followed by the national On-Snow Demo/Ski-Ride Fest on January 30-31, 2012 at Winter Park Resort and Devil’s Thumb Ranch.

SIA looks forward to continuing our partnership, working towards ensuring the long-term sustainability and growth of the North American snow sports industry. We hope you have been taking advantage of the Retailer Member Benefits available to you year round. Below are a couple of highlighted benefits.

Through shipping and business services available with FedEx and FedEx Office, our discounted rates can help with your shipping costs offering savings up to 45% on select services. Get a handle on these costs by exploring our FedEx program. FedEx has been the official industry supporter for over 20 years saving SIA Members an average of $4,000/year.

You can use exclusive SIA Research to become the most informed members of the snow sports community and be the data expert. SIA’s Research reports provide you with information about product and consumer trends, retail sales by category/channel, weather, snow sports participation, and much more. Learn more.

Review all current member benefit programs and research information. Your membership also includes a listing in the SIA Trade Directory which is distributed both at the 2012 Show and electronically; ensure you are listed. Renew Now.

Do not hesitate to contact Pat Grenke, Membership Manager, at P. 703.506.4222 or E. PGrenke@snowsports.org with any questions or concerns regarding your current membership.

We look forward to your continued commitment and support to growing the snow sports industry. SIA is here for you, to be your Partner, Resource, Advocate.

SNOW SPORTS TAKE OVER NYC AT 5TH SIA SUMMER SNOWDOWN
Christina Erb of Hayter PR with the creative team of Men’s Health. The SIA Summer Snowdown media event promotes SIA members' latest products, trends and fashions to top New York City-based media outlets. With advertising rates out of reach for most of our industry, the SIA Summer Snowdown brings editorial staff from top newspapers, magazines, online and television outlets face to face with our industry. The Summer Snowdown has resulted in national coverage for SIA members that would require weeks of desk side appointments in New York City to duplicate. Plus, the Snowdown allows journalists to see and touch a full range of products in a casual and fun showroom setting.

Serene Pelletier of DAKINE with Cate Seigel of Self. At the 2011 Summer Snowdown 20 companies and 2 non-profits exhibited, giving those SIA members the opportunity to meet with an A-list group of editors from Oprah Magazine to Maxim, and from CBS News to ABC World News with Diane Sawyer.

The 5th annual Summer Snowdown was a success, with 59 journalists attending the event, representing more than 55 outlets, 54+ million in print circulation and millions in television audience and online hits.

“Thanks so much for having me at the SIA event last week. It was so helpful and perfect timing for a Health Magazine photoshoot I was managing that week. I was able to get some great feedback from a lot of the vendors and tons of samples for the shoot.” – Christine Bibbo Herr, Freelance- Good Housekeeping, Health Magazine and more.

“It's such a relief to have so many retailers in one place--I'd never have the time to schedule desk-sides with everyone! We still haven't figured out how we'll be covering winter sports and gear in Prevention this year, but it's great to have lots of ideas of what's new and pitch-worthy.” – Jessica Cassity, Prevention.

“Another triumph – really nice event!!” – Josh Gelman, CBS News.

“We enjoyed our time in NY. I can assure you that we both were impressed with how the Snowdown event went off. What a great opportunity! I have already recommended to the owner that we participate in this next year. Thanks for having us!” – Mike Gagliardi, Never Summer Industries.

“The SIA NYC showroom is a one shop stop for journalists looking for next season’s top products and is a great opportunity for brands to connect with media and potentially reach a huge audience during the busiest part of our selling season.” – Rian Rhoe, Bonfire and Salomon.

“The Summer Snowdown was awesome! Being a part of this event presented us with the opportunity to showcase our brand in front of several BIG non-endemic media outlets in one place. The caliber of media present at the event was solid and relevant. All of the media representatives who attended knew why they were there and what they were looking for – very cool to see PR done on this scale!” – Annelise Loevlie, Icelantic Skis.

Contact Anovia Daniels at ADaniels@snowsports.org with questions about the event or to find out how to get your company involved in next year’s event.

“ULTIMATELY, A RETAILER DOESN’T MATTER UNLESS IT MATTERS TO ITS CUSTOMERS.” – INSIGHT FROM MATT PATTON, TACTICS
SIA recently caught up with Matt Patton, co-owner of Tactics in Eugene, OR to get some insight into the specialty retailer world.

When Matt’s family moved to Denver in the late 70’s he convinced his parents to take him to Keystone and he was hooked! He spent a few winters on the Eskimo Ski Train. Years later he became an attorney living in San Francisco, CA and then Eugene, OR.

In 1999, Matt was working at a law firm in Eugene and playing on a soccer team with Bob Chandler. Bob and a few friends invited him to join them in starting a side business selling snowboard equipment online. Within about a year of launching, his partner, Bob Chandler, and himself had both quit their jobs and were the only ones still with the business. They opened a shop, expanded into skate and surf and have been going strong now for over 10 years now both in-store and online.

SIA: What is your position and what does a regular day look like to you?
Matt: When you start a small business from scratch, you wear a lot of hats. At this point, my main role is to work with our buyers and manage the inventory. Bob works more on the financial and administrative sides of the business.

SIA: What are some of the biggest challenges retailers are facing and what can they do about them?
Matt: We’ve only been around since 1999 but I think most specialty retailers in our industry would agree that the amount of change we’ve experienced in the last decade is pretty unprecedented. From the emergence of the internet and social media, to more open distribution, to over production, to brands becoming competing retailers, to the ongoing Great Financial Crisis, there’s no shortage of challenges. The world is entering a slow growth era and our industry is increasingly driven by publicly-owned companies that won’t tolerate slower growth, at least not yet. Something has to give and I think it’s safe to assume the challenges will continue.

What we try to do is continually ask ourselves if we matter and why. Those can be sobering questions but they force you to focus internally on things you can control and that build better relationships with your customers. Ultimately, a retailer doesn’t matter unless it matters to its customers. There is no one size fits all answer. Every retailer has distinct qualities and strengths it can play to. Simply carrying the right brands and products isn’t enough anymore. Most customers will not stick with you simply because you were there first. If you’re not making them feel good or special in some way, you’re in trouble.

SIA: How can the industry as a whole attract more snow sports participants?
Matt: Industry folks far smarter than me have struggled with that one and right now I would like to just keep the participants we have. It does seem like the industry must first want to act “as a whole” to improve participation and I’m not sure that’s really been the case. Again, what we do is focus internally. We started this business for the fun of it. We sell fun. We want to share the fun of sliding sideways on a mountain. There’s no better feeling than having a customer connect us with the stoke he or she feels on the mountain.

SIA: With a record-breaking 2010/11 season, what do you predict for the 2011/12 season?
Matt: 2010/11 was bittersweet because, you know, the sequel can’t be as good. To be honest, that’s probably a good thing because my greatest fear is that 2010/11 may have caused some people in our industry to develop short memories and get ahead of themselves in terms of inventory. Scarcity is good, particularly in this economy.

SIA: What are the most important qualities to have as a retailer/shop?
Matt: Trustworthiness and a desire to share the stoke are qualities that come to mind. From grandma to the most core kid, our motto is to treat them all like rock stars.

SIA: What is your favorite product on the market right now?
Matt: Splitboards! I also had a great season on my Jones Flagship and can’t wait to get more days on next season’s Lib Tech La Nina.

SIA: What is the most rewarding part of your job?
Matt: Building long term customer relationships and watching employees develop, bond, and feel ownership in Tactics.

SIA: What value do you see in SIA and the SIA Snow Show?
Matt: The market research is really valuable and there are some really smart folks working for SIA waiting to share their knowledge. Even though regional shows are growing in importance, there is no substitute for a single gathering of the entire industry.

SUMMER VISUAL MERCHANDISING READS – SOMETHING FOR EVERYONE
Tips By Merchandising Guru Ali Levy, Alijlevy@gmail.com

The Classics:

Why We Buy: The Science of Shopping and What Women Want: The Science of the Female Shopper, both by Paco Underhill. I have mentioned these before but they are industry classics that belong in your collection. Why We Buy includes an updated version that includes the internet and global consumerism.

The Hardcore:

Silent Selling: Best Practices and Effective Strategies in Visual Merchandising, by Judy Bell. I saw this woman speak once at Global Shop, and she is incredible. As the Group Manager of Creative Merchandising Solutions for Target, this is an in-depth exercise on practices and theories.

The Bob Vila on a budget:

The Budget Guide to Retail Store Planning and Design, by Jeff Grant. This book focuses on those who are planning to open a store or thinking of a remodel. This offers practical advice on how to properly plan and do it yourself, on a budget.

Mysteries of the Big Box:

Retail Superstars: Inside the 25 Best Independent Stores in America, by George Whalin. This is an interesting look inside some highly successful non big box stores and what they have learned to do and not to do in an age of keeping the mom and pop’s afloat.

Best Overall How to get it done:

Visual Merchandising: Windows and In-Store Display for Retail by Tony Morgan. This along with books from Paco Underhill might be what you need to complete your VM library. This is an easy to follow guide on all aspects of retail space planning and displays. Bonus comprehensive resource guide in the back.

Don’t Kill the Messenger:

How to Say it at Work by Jack Griffin is a favorite as it helps you to sell your ideas to other staff members without offending or insulting the person who spent hours completing a display you simply hate.

Finally, the Jackie Collins trash novel of merchandising:

Confessions of a Window Dresser by Simon Doonan. The Creative Director at Barneys, NY is highly regarded by some and loathed by others for his often provocative and controversial window displays. This book is mostly about his career and contains juicy tidbits about difficult buyers and store managers. It does inspire though with pictures of some of his iconic creations.

First, check your local bookstore for these books or you can find them on Amazon.com. Happy Reading!

View past merchandising articles our Merchandising Mondays quicktips at snowsports.org/merchandising.

SIA is working with visual merchandising consultant Ali Levy, to provide retailers with some fresh merchandising ideas for increasing sales and interest from consumers. Levy’s impressive resume includes managing retail, buying and trade show/retail merchandising efforts for some of the industry’s biggest names including The North Face, SmartWool, Cloudveil and Marmot. For more information about her company, contact Ali at Alijlevy@gmail.com or visit her website, www.alijlevy.com.

THE WORD ON THE SLOPES
ALPINE SKI SHOP GOLF TOURNAMENT

The 2nd Alpine Ski Shop Golf Tournament, held at the 1757 Golf Club, raised over $2,200 for the juvenile diabetes research fund. The tournament was held on July 12, 2011 in Ashburn VA. The tournament exceeded fundraising expectations with participation from snow sports industry professionals, including SIA, and loyal Alpine customers.

Support for the tournament spanned across the Mid Atlantic snow sports industry with reps and manufacturers contributing prizes.

“This is a great chance for Industry people to get together in the hot summer months and have some fun, and raise some money for a great cause. We nearly doubled last year’s field of participants, and are looking forward to the event again next season,” said Chris Bunch at Alpine Ski Shop. .“Several of our loyal customers have children who are afflicted with juvenile diabetes and as a parent of two children myself, I wanted to help raise not just funds for the juvenile diabetes research fund but also find a way to raise awareness.”

For more information contact Chris Bunch at 703.444.7845 or Chris@AlpineSkishop.com.

Officials of the U.S. Ski and Snowboard Association acknowledged the International Olympic Committee for its progressive decision Monday to add three more events to the Olympic Winter Games in 2014 including slopestyle skiing, slopestyle snowboarding and snowboarding parallel slalom. Read more… Doug Works of CB Richard Ellis gives his perspective about the commercial real estate landscape in the U.S. and how it can work in many brands’ favor. Read more… Armada Skis is always up to good. In this ARcast Norway edition, Kim Boberg and Lasse Nyhaugen take a fun look back at their season which included trips to Super Park and Hafjell, Norway. Read more… Since severing ties with Elan Skis in January to focus its energy on boots, Italy-based Dalbello has reported a more than 25 percent revenue increase and a heightened U.S. presence. Read more… The Domestic Debate: Executives Weigh In On Producing Apparel In The U.S. Read more… Las Vegas Ski & Snowboard Resort will expand. Read more… After successfully piloting e-commerce in France with Salomon and Suunto, Amer Sports is gradually expanding its distribution through e-commerce web-shops in Europe and North America. Read more… Olympic and World Champion Lindsey Vonn of the U.S. Ski Team captured the Best Female Athlete ESPY for a second straight year Wednesday edging X Games halfpipe champion Kelly Clark and a pair of WNBA standouts. Read more… Competing with Off-Price Retailers: The pros and cons of non-specialty retailers entering the ski world. Read more.

FUEL TV announced that it has named Lorey D. Zlotnick its senior vice president of marketing and on-air promotions, effective immediately. Read more… U.S. Mens Alpine Team use go-karts for training during off-season. Read more… Small businesses are seeking to export, looking for financing and insurance from Ex-Im. In addition, the Global Access for Small Business initiative began serving its 1,000th small business customer, hoping to expand to 5,000 by 2015. Read more…. Deuter’s parent, Schwan-Stabilo Group, announced this week that it acquired Ortovox, a company most known for its avalanche beacons. Read more… Skullcandy recently released its Securities Registration Statement, including a list of its board of directors, which has seen several new additions. Former Oakely CEO Scott Olivet, as well as former Chief Financial Officer and secretary of Volcom Doug Collier, have both been appointed to Skullcandy’s board. Read more… Atomic is now the Official Supplier of Ski & Snowboard equipment for the Professional Ski Instructors of America (PSIA) and the American Association of Snowboard Instructors (AASI). Read more… 180s has named Lester Lee as CEO, a veteran of consumer brands including Philips, Pacific Bell Wireless, Rayovac and Remington with over 20 years of management expertise, especially with companies looking to expand beyond their original consumer base. Read more… Linda Tanouye has joined Icebreaker, the New Zealand company that pioneered the outdoor merino wool apparel category, as Vice President of Development and Sourcing. Read more…The National Ski Area Association announced that U.S. ski areas set a new all-time record of 60.54 million rider/skier visits during the 2010/11 season, thanks to late snow. Read more… "The Story" won the prestigious Warren Miller Media Award at the Far West Ski Conference. Read more.

Dew Tour adds skateboard bowl event, opens in Ocean City, MD. BMX and skateboarding stars Shaun White, Bucky Lasek and Jamie Bestwick will be featured this weekend in the first stop of the 2011 Dew Tour in Ocean City, MD. 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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