January 29, 2010 (Denver, CO) – A little bit of everything could be found on the Show floor during Day 2 of the 2010 Snow Show. Some highlights included a U.S. Senator, a Hollywood actress, a funk and hip-hop rapper (but not together) plus two prestigious awards handed out to industry stand-outs all before Show attendees headed off for a night of parties, concerts and fun with industry friends in downtown Denver.

After attending the Something Independent forum on the collective impact independent Colorado snow sports companies have in shaping communities and economies, which included several SIA members, U.S. Senator Udall stopped by to walk the floor and see first hand what the Snow Show was all about. Later in the day, Pamela Anderson (of Baywatch fame) appeared in the Nidecker booth to promote the company’s new snowboard that features her likeness – a portion of board’s sales will benefit PETA. Del Tha Funky Homosapien also added to the energy of the Show by performing at the Skullcandy booth.

Industry leaders received praise from their peers during two award presentations – SIA’s Rep & Retailer of the Year Awards and the Doc DesRoches Award. A list of twenty-six U.S. and Canadian SnowSports Retailers and Reps were acknowledged for their consistent efforts at making an impact in the snow sports industry at the Retailer and Rep of the Year Award ceremony. And, U.S. Ski Team supplier Under Armour was the recipient of the seventh Doc DesRoches Award -- the recognition is made annually by SIA and the U.S. Ski Team to recognize a SIA member and Team supplier for its promotion of the Team's brand and athletes.

This evening, the industry will have their pick of parties, concerts and events though-out downtown Denver. One of the hottest tickets was for the 11th Annual TransWorld SNOWboarding Riders’ Poll Awards at The Fillmore Auditorium. For the first time, the event is open to the public. The awards honor snowboarding’s top riders—polling more than 125 professional snowboarders worldwide. Thousands of TransWorld SNOWboarding readers also cast their votes for the winner of the Men’s and Women’s Reader’s Poll Award. TransWorld will bring back their Legend Award and this year’s winner is Tom Burt a backcountry pioneer, pro rider, Alaska guide, Tahoe local, and all around good guy.

Another not-be-missed event is tonight’s “Welcome to Colorado Party” presented by Icelantic, Optic Nerve, Never Summer Snowboards, Hestra Gloves, FlyLow and SIA. The Living Legends -- a group of independent hip-hop artists – will perform along with special guests The UmConscious at the Ogden Theatre.

This week’s Snow Show will draw an estimated 18,000 attendees including manufacturers, retailers, reps, athletes and personalities from the snow sports industry. The sold-out Show will feature over 3,100 exhibitors representing over 800 snow sports brands, including over 125 new exhibitors.

After the Show, the industry will head up to the mountains for the first international On-Snow Demo/Free Ride Fest (February 1-2) at Winter Park Resort and Devil’s Thumb Ranch, where the industry will get together to demo the gear they’ve just seen at the Show and to ski, ride and slide together. Over 150 brands will be involved in this industry only, two-day event filled with demos, races parties and catching up with industry friends.

Check out the Interactive Floor Plan/Show Guide to learn about all of the events at the SIA Snow Show. For more information on the Show, visit siasnowshow.com. Also, you can download the new Snow Show App (iPhone/iTouch/Blackberry) to help navigate Downtown Denver bars and restaurants with a Google Maps listing and the Show floor with GPS tracking onsite. Follow SIA insiders on Twitter. We’ll be sending highlights during the Show to keep you in the know! Also, when tweeting about the Show, please add #sia10 to join in on our Twitter feed. And, if you’re not already a “fan” of SIA on Facebook, join the SIA Facebook page.