SIA News 4.5

12/17/2009

Season’s greetings and happy holidays from the entire staff at SIA. The holiday season offers us a special opportunity to extend our personal thanks to our members and the entire snow sports industry, and our very best wishes for the future. We are all very fortunate to be working in an industry that we love and one that is filled with such passion. At the close of another year, we gratefully take time to wish you a happy holiday season and a prosperous new year. Thank you for your continued support of SIA and the snow sports industry. May this holiday season bring to you and your family joy, success and happiness.

SNOW SPORTS MARKET SALES OFF TO A HEALTHY START
According to SIA Retail Audit Report, the 2009.10 snow sports season is well underway and sales August to October were healthy, particularly in apparel and accessories.  Overall, the snow sports market enjoyed a 12% increase in unit sales and a 10% increase in dollar sales compared to August through October 2008.  For the first time, the Retail Audit Report will provide members with information throughout the season about sales in the Northeastern, Western, Midwestern, and Southern U.S. regions.  Nationwide, sales of carryover equipment were down from record levels last season; however about one-quarter of all ski and snowboard equipment was sold as carryover this August to October.  Apparel sales were up 13% overall to $242 million with very strong growth in insulated parkas, apparel suits and snowboard apparel.  Helmets, snowshoes, and winter boots enjoyed sales growth over 20% in dollars with winter boots topping the list with a 42% increase in dollar sales.  All sales channels grew in 2009 and sales topped $520 million August to October 2009. 

“Sales have been good during this early season. Helmet sales have been off the charts. Accessory sales as a whole have increased from last year,” said Tracy Gibbons, Co-Owner of Sturtevant's, Bellevue, WA. “Wider skis are continuing to make a statement and binding sales, especially with wide brakes, are following along with this trend. Kids sales are also very strong in all categories.”

Quick Trends

• Fat Skis – sales increase by more than $1 million
• AT/Randonee Skis – sales up 55% to 1,900 skis
• Snowshoes – sales up 25% and headed to new record
• Insulated Apparel – cold and wet weather results in sales increase of more than $13 million
• Helmets – 25% increase in dollars sold; sales on track to hit 1 million units in 2009.10
• Winter Boots – fashion trends drive a 42% increase in sales

Regional Results

The Leisure Trends Group is now providing SIA members with in-depth regional data throughout the snow sports season. Tracking sales regionally is particularly important for the snow sports industry because sales regionally are significantly affected by variances in weather and local economies. This new view of snow sports data allows Retail Audit/Brand Share subscribers to see how specific products are selling in each region.  This type of market intelligence gives subscribers a serious advantage over competitors whose knowledge is limited to which retailers in each region are selling their lines.  Additionally, subscribers can see the performance of competing products in each region so they will know first when a trend takes off, even if their competitors’ products are the focus of a buying trend.

During August to October 2009, all regions enjoyed better sales except for the Western region that represents 35% of all snow sports sales in the U.S.  Continuing fallout from the recession is the likely culprit.  Retailers in the Western region saw sales of equipment decline 16% in units and 12% in dollars sold.  Western region apparel sales were a bit healthier at a 1% decline in dollars and units sold, and accessories were down 4% in units but performance was flat in dollars sold.  Cross country ski equipment in the Western region is down 50% in units and 43% in dollars with fewer than 2,000 skis sold August through October.  Snowboard sales also tumbled on the west coast declining 12% in dollars sold and 16% in units sold.

In the Midwest, apparel sales increased 26% in dollars sold as cold and wet weather dominated the fall season there.  The South enjoyed strong sales and accounted for 13% of all snow sports dollars despite a complete lack of snow.  El Niño has brought cooler and wetter weather to the South and a 24% increase in apparel units sold reflects the impact on sales that weather can bring.  Northeasterners are preparing for winter with new gloves and mitts (units sales up 27%), turtlenecks (up 27% in units) and socks (up 38% in units sold).  Equipment sales are healthy in the Northeast with increases in dollars sold for alpine, Nordic, Randonee/AT, and snowboard equipment.  It appears that snow sports consumers from Pennsylvania to Maine are making equipment purchases that they put off last season due to concerns about the economy.

The new regional data tracking tool available to Retail Audit/Brand Share data subscribers represents the next generation of retail sales tracking information and tools that Leisure Trends has been providing SIA members for over 20 years. The new interface for viewing regional, top line, and brand share data, called the TRAKview Interface, features an easy to use graphical and tabular dashboard with many options for analyzing and filtering the data. TRAKview makes finding the data you need as easy as pushing a button, and all of the graphical and tabular data views can be downloaded into Excel or PDF formats in one simple step. See sample below.

CHANNELS:
Snow Sports Specialty, $276 million - Up 4% in units and up 4% in dollars

Alpine ski equipment sales results were flat with a 4% decrease in units sold but a 1% increase in dollars sold.  Carryover dollar sales of alpine equipment fell 5% for skis, 19% for boots and 26% for bindings.  Snowboard equipment sales were down 11% while snowboard carryover sales increased 19%.  Inventories in specialty shops were about 9% smaller overall compared to 2008 levels at the end of October.  Inventory results included a 13% reduction in alpine equipment inventory, an 8% reduction in snowboard equipment inventories and an 8% reduction in apparel inventory units. 

Internet, $164 million - Up 29% units and up 26% in dollars

The Internet channel continues to grow as consumers who use it as a primary information source are clicking to buy more often after they have finished their online research.  In fact, sales were up 29% in units and 26% in dollars compared to August to October 2008.  Equipment enjoyed a 10% growth in dollars sold while apparel and accessories sales grew more than 30% in dollars sold.  The Internet now represents 31% of all snow sports market sales.  Internet sales include sales through “clicks only” establishments that have no brick and mortar shop for customers to visit, it’s all online, as well as online sales in shops with a brick and mortar location and supply a commerce enabled website for their customers.  Many of the sales reported come from brick and mortar establishments that are reaching customers online and in the shop. 

Chain Stores, $80 million – Up 12% in units and up 4% in dollars

Chain store sales were driven primarily by apparel and accessories sales August to October.  Chain stores sell far less equipment than specialty or online sales channels; fewer than 10,000 of the 336,000 skis sold overall August to October. Apparel sales increased 3% led by carryover apparel sales that were up more than 20% compared to August to October, 2008. The data indicate that chain stores discounted heavily to get customers through the doors.

How To Get the Data:
SIA Retail Audit data is available for the following categories.  SIA members can subscribe to various categories for full access throughout the snow sports season (August 1 to March 31).  Members can also subscribe to custom research with datasets built to their specifications and delivered on request.  For more information on how to subscribe to the SIA retail Audit/Brand Share data please contact Chris Semon, SIA’s Director of Sales at CSemon@snowsports.org or by phone at 703.556.9020.

This season, for the first time SIA is providing members with full top line data as well as the descriptive Executive Market Summaries of data released during the first week of the month from December through May.  Click HERE to see August to October top line data and the Executive Market Summaries for last season. 
 
The market data presented in this report comes from the SIA Retail Audit conducted by The Leisure Trends Group. The Retail Audit data is gathered directly from the Point of Sale systems of about 1/3 of the snow sports retailers in the U.S. market.  Each season, Leisure Trends gathers snow sports sales data from a representative panel of more than 1,200 snow sports retailers.  The panel and the method for extrapolating the results out to the entire industry is based on a triennial census of snow sports retailers designed to accurately define the size and structure of the snow sports retail marketplace.  SIA maintains this data for members down to the product level.  For more information about SIA’s Retail Audit information please contact Kelly Davis, SIA’s Director of Research at KDavis@snowsports.org.

LEARN A SNOW SPORT MONTH ON THE TODAY SHOW
Glen Plake, creator of the Down Home Tour and star of numerous ski adventure films, will appear on NBC-TV’s Today Show on January 4, 2010, to talk about learning a snow sport during January, Learn a Snow Sport Month (LASSM). Plake is the national spokesperson for the initiative. Details about Learn a Snow Sport Month are located at LearnaSnowSport.org.

Learn a Snow Sport Month makes it easy for children and adults to learn alpine skiing, snowboarding, cross country skiing and snowshoeing by highlighting programs that are free or are modestly priced. Offers vary, but most alpine ski and snowboard lessons include a lift ticket, rentals and a lesson taught by a professional instructor. The Winter Trails program, held January 9, 2010 and is a part of LASSM, offers free snowshoeing and/or cross country skiing at approximately 80 locations.

In his Today Show appearance, Plake gives anchor Hoda Kolb lessons. Live footage was shot at Camelback in Pennsylvania. The segment focuses on the fun, enjoyment and health benefits of snow sports with the message that taking lessons from a professional can make the learning experience much more productive. Plake was a member of the U.S. National Mogul Team, a three time Hot Dog Ski Champion and recently was nominated for the U.S. Ski and Snowboard Hall of Fame. 

“This is a great opportunity for children and adults to learn snow sports by taking lessons from a pro,” said Plake. “I have travelled all over the world to ski in some amazing places and I’ve met lots of fascinating people connected through snow sports. I can tell you first hand that it is really important to learn from a professional and that you don’t have to be an expert to have fun on the snow.”

Plake is widely recognized for the Down Home Tour that he and wife Kimberly organize each year as they travel, often unannounced, to smaller, local ski areas to talk with children and adults about the joys of snow sports. 

Learn a Snow Sport Month has ballooned into a collaborative effort involving five national organizations, national trade media, and 16 resort associations representing 32 states with more than 350 alpine resorts and Nordic centers. The initiative is supported by instructors, retailers, suppliers and the media in the snow sports industry. For more information, contact Mary Jo Tarallo at MJTarallo@snowsports.org.

SIA SENDS CALIFORNIA PROP 65 WARNINGS TO ALL CALIFORNIA RETAILERS
As a result of some ski and snowboard boots potentially containing phthalates and California laws requiring the posting of certain warnings, SIA sent all California retail shops an explanation of the law along with an attorney approved warning sign that the retailers were advised to display in their stores.

Click here to view the warning that went out to CA retailers. Questions? Please contact Bob Orbacz at ROrbacz@snowsports.org.

CHECK IN WITH SIA’S TRADE SHOW COMMITTEE: SEE WHY THEY’RE IN IT FOR THE RIGHT REASONS… FOR THE INDUSTRY, FOR THE SHOW, FOR THEIR PASSION…

Click to view on YouTube.
 

INCREASE YOUR ROI AT THE SNOW SHOW WITH THE SNOW EXPERT PROGRAM
And do it for free. You know that attending the SIA Snow Show is your best chance to see the latest products, trends and innovations and learn industry trends and news from your colleagues. And that attending can make your shop better than the one down the street.

But do your customers? Let the SIA Snow Expert Program tell them.  It’s easy, costs you nothing additional, and gives your customers the best reason possible to keep coming back to your shop season after season.

Here are the Five Easy Steps to Snow Expertise:

1. Register for the Snow Show: Once you have registered (click here to register!) and attend the Snow Show, shops are automatically enrolled in the Snow Expert Program and highlighted in SIA’s retailer finder on Snowlink.com.
2. Review program: Check out the Snow Expert Video to learn more. Information and marketing support materials are available at siasnowshow.com/snowexpert.
3. Download “Snow Expert” seal and web copy: Use seal on company website and add to marketing materials to show off official “Snow Expert” status. Shops will receive the web seals after the Show.
4. Educate shop staff on program: Print out staff talking points to help explain the program to staff and how it can be used to increase sales. 
5. Educate customers: Let customers know that you are a Snow Expert and how that benefits them.

Learn more about the Snow Expert Program and its benefits at siasnowshow.com.

UPHILL/DOWNHILL CHALLENGE: SIA WILL HOST FUNDRAISER FOR U.S. SKI MOUNTAINEERING TEAM
On the heels of the SIA Snow Show (Jan 28-31), the snow sports industry will head up to Winter Park Resort and Devil’s Thumb Ranch for SIA’s On-Snow Demo/Free Ride Fest and take part in their version of blowing off steam – a classic uphill/downhill race. SIA’s Uphill/Downhill Challenge will be free and open to all demo attendees. Click here for more information on the challenge.

"Although it sounds demanding, the Uphill/Downhill Challenge is a super participant-friendly event. Really, anyone can enter and enjoy a nice skin track up to the Sunspot Lodge and ski back down to the base area. The Challenge is also a ‘first-of-its-kind’ opportunity for many Americans to see randonee skiing at the highest level as members the US National Ski Mountaineering team will also be racing," said Pete Swenson, Director of the United States Ski Mountaineering Association.

SIA organized the Uphill/Downhill Challenge with support from a number of companies and individuals within the backcountry, randonee, splitboard and telemark communities. The Uphill/Downhill Challenge is a fundraiser for the U.S. Ski Mountaineering team and all funds raised at the Uphill/Downhill Challenge will help fund the team’s trip to Andorra for the Ski Mountaineering World Championships on March 1-7, 2010. Contributions will be collected in the USSMA-labeled jar at the SCARPA booth.

Entry into the Uphill/Downhill Challenge is free; however, contributions to USSMA are appreciated and encouraged and include a beer at the awards at West Portal Station. For rules and entry form, click here or email Pete Swenson of USSMA at ussmaski@gmail.com.

Participants can also register the day of the race by 12:00 noon at the SCARPA On-Snow Demo booth.

CALLING ALL ALUMNI
With our move to Denver, the Olympics a few weeks shy of our Show and the X Games the same week, SIA is celebrating the industry to its fullest! Alumni, make sure you register for the SIA Snow Show so you don’t miss out on the festivities. The Alumni breakfast will be held at 8:30A on Friday January 29, 2010. All alumni are invited to the breakfast. Please contact Judy Brown at JBrown@snowsports.org to register for the Show and to RSVP for the Alumni Breakfast. The industry wouldn’t be what it is today if it weren’t for you, your hard work and passion.

I believe that the Ski Industry is finally evolving to its core in Denver. I am confident in the future that the Colorado Show site will be a move that will allow the industry to grow, prosper and evolve. Bud Allen, Formerly with Dartmouth Skis, Head Ski Company, I Ski, Downline

We are also in the process of updating our Alumni Database and we need your help. If you think that you are not included in this list or know someone that should be, please send updated contact information to JBrown@snowsports.org. We want to make sure that we keep in contact with you and that you receive all industry news. We hope to celebrate the industry with you in Denver at the Snow Show!  

41 DAYS TIL THE SNOW SHOW HITS COLORADO
The holidays are quickly approaching and so is the SIA Snow Show. Check out the links below for Show information. We’ll be updating them regularly, so keep them on hand for quick reference.

• Registration - Pre-register by December 17 to receive your badges before the Show
• Travel - hotel blocks in Downtown Denver, Winter Park and Devils Thumb are filling fast. Airfares are running very cheap, as low as $100-$200 round trip
• Denver - learn about the hottest restaurants, bars and late night spots
• On-Snow Demo/Free Ride Fest (Feb 1-2) - the first international demo and fest, exhibitors and events will be listed soon
• Show Information - seminars, clinics, free skiing/riding, iPhone App and more coming soon
• Interactive Floor Plan - just released, check back often for updates and events

NEW CITY. NEW VENUE. NO PROBLEM.
Don’t fear the change in atmosphere; join other Snow Show attendees and use the Interactive Floor Plan and new Snow Show App (will launch in January) to plan your time, schedule track appointments and seek out new products.  Coming soon is the new, free SIA Snow Show App for your smartphone. Go paperless in Denver and navigate Denver and the convention center during the day or night to booths, bars and events.  iPhone and iTouch users will get the app first with other smartphones, such as Blackberry to follow.

THE WORD ON THE SLOPES
Keep SIA in the know of what's going on in the industry. Parties, events, new products, innovations? SIA wants to know all about it!...Official News: Longworth Industries, parent company of Polarmax, XGO and PMX technical base layers, announced a partnership with Cotton, Incorporated®, to introduce the world’s first line of technical T’s and undergarments with patented TransDRY™ moisture management technology. Click here to read more…. Bausch & Lomb created new solution to fogging of goggles and face shields with their new FogShield SportTM; pre-moistened towelettes simultaneously prevent fog from forming on goggles for eight hours or more and help keep lenses clean with just one application. Click here to learn more….Klymit, an innovator in outdoor technology, has received nearly $1.5 million as part of a $2.2 million dollar investment from Level 4 Group, a consultant and investor specializing in defense, security and public safety products and technology. Click here to learn more… Chaos Headwear continues their headwear bandwidth with SOS Outreach for its 5th year in a row. SOS is now the nation’s largest youth winter sports nonprofit service and is entering its 16th season. Click here to read more… Next winter, two new Briko helmets and pairs of goggles are going to find their way to many kids’ hearts. In fact, two Disney themes, which had a huge success on the big screen, characterize these helmets: Disney princesses’ graphics for the girls and drawings inspired to Cars cartoon for the boys. Click here to learn more… Polarmax is celebrating in 2010. After 25 years of success, Polarmax is picking up even more momentum, poised to take their rightful place at the top of the technical base layer market. Click here to learn more… Dynafit, leader of the light-and-fast backcountry ski revolution, is proud to report its new 09/10 alpine-touring-specific boot collection has set the standard for awards from core magazines this season. Click here to learn more… Arc’teryx Equipment Inc., designers and manufacturers of technically superior outerwear, backpacks, and climbing harnesses is proud to announce the promotion of John Irvine to Director of International Sales. Click here to learn more….Lorpen (www.lorpen.com); (SIA Booth #1968), a leading designer of high performance socks for winter sport enthusiasts, is expanding its popular Tri Layer sock collection and introducing a new series of winter sports socks for the 2010-2011 season. Click here to learn more… Mariah Media Inc., publisher of Outside magazine, America’s leading active-lifestyle publication, today announced a partnership with Resort Sports Network (RSN) to bring Outside’s award-winning coverage to life with the launch of the Outside Television Network. Click here to learn more…. Fischer Sports GmbH, one of the world’s leading ski-brands, and David Auer are pleased to announce that effective November 30, 2009, they have concluded their relationship for the distribution of Fischer products in the US. Click here to read more…The Canyons Ski and Snowboard School will be running Holly Flanders Women’s Only Ski Workshops and Brant Moles Steep Skiing Camps this winter. So, if you are looking for a great gift idea, these clinics are the perfect opportunity. Click here to learn more… Starting last Friday, living vicariously through the life of a real Whistler local just got easier with the launch of Whistler Blackcomb’s Blogs. Featuring five individuals, each blog will provide an up-to-date and personal perspective on Whistler Blackcomb’s latest happenings and adventures on and off the mountain. Click here to learn more… The Winter Dew Tour completes their partner roster for the 2009-10 season with the additions of a Wendy’s and Ubisoft partnership and new associate sponsor PowerBar. Click here to learn more…Skullcandy and the NBA announce Headphone Collaboration. Click here to learn more…If you don’t already, check out Newschoolers.com for industry news and more…. Steve Bellamy, Chairman and CEO of The Ski Channel announced today the network will be launching on RCN, a leading provider of all-digital and high definition video, in some of the best markets for skiers in America. Click here to learn more… Buckman’s Ski and Snowboard Shops will construct a 620 kilowatt solar energy system at their corporate headquarters in Pottstown, Penn. Click here to learn more… Skiset has expanded to North America and plans to have over 70 stores at major resorts in the United States and Canada for the 2009/2010 winter ski season. Click here to read more…World Champion extreme freeskier Alison Gannett is going to extremes for the cause most near and dear to her heart, ‘Save Our Snow.’ Click here to learn more… Protect Our Winters’ (POW) latest grant recipient is the Salt Lake City-based non-profit Utah Clean Energy. Utah Clean Energy is a non-profit public interest organization partnering to build the new clean energy economy through policy, regulatory, and educational initiatives. Click here to learn more.

Sad news to report...On Saturday November 14, 2009, Eric Messler, of Vero Beach Florida, passed away at the age of 91.

He was born in Sandviken, Sweden in 1918. Served as a Second Lieutenant as the leader of the Nordic border patrol.

His first career started with Sandik Steel in Sweden in sales, and eventually, he became President of Sandvik Steel for USA & Canada until his retirement at age 50.

His love of the outdoors, especially Nordic skiing, became the catalyst for his second career and the creation of Erik Sports. In 1973, he founded Erik Sports as a distributor of Nordic ski equipment and snowshoes. In 1975, Erik Sports became a member of SIA and retains that membership today. He enjoyed cross country skiing, golf, bridge, farming activities on his Pennsylvania farm but was most comfortable fly fishing for Atlantic Salmon at the family log cabin in New Brunswick Canada on the Miramachi River. 

He was pre-deceased by his first wife, Britta, his 2 brothers and a granddaughter. He is survived by his wife, four children, five stepchildren, seventeen grandchildren, and three great-grandchildren.

He will be remembered for his love and respect of the outdoors. 

Thomas Ponrick, 57, of Venice, passed away December 7, 2009.

Ponrick was the president and owner of Dr. Zag's Mountain Tools. He was a Steamboat ski instructor in his early 30s when he founded the business here in 1994. Ponrick, along with his French business partner Stephane "Zag" Radiquet, was the director and creator of ZAG Skis. ZAG skis are sold in shops worldwide, from North America Europe to Chile to New Zealand. ZAG Skis has been a member of SIA since 2003.

Ponrick was pre-deceased by his mother, Elsie of Cape Canaveral; a daughter, Olivia; and a brother, Alan of Montana.

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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