SIA News 5.5

5/6/2010

1 IN 10 AMERICANS SAY THEY SKI, RIDE OR SNOWSHOE SIA announces the release of the Full 2008.09 Snow Sports Participation Report this week. Snow sports gained more than 1.5 million participants during the 2008.09 season, including 573,000 alpine skiers, 309,000 Nordic skiers and 262,000 snowboarders. More than 20,500,000 participated in at least one snow sport during the 2008.09 season. About 9,400,000 identified themselves as skiers, riders or snowshoers but did not participate during the 2008.09 season for a variety of reasons. Many said they didn't have time due to family and work commitments, but surprisingly the next most popular answer was that they had "no one to go with." That's about 884,000 who didn't head to trails or slopes just because they didn't want to go alone. Overall, the study indicates that the total size of the U.S. snow sports market, in terms of participation, has reached 30,000,000, close to 10% of the total population. (Click chart to view larger) During January 2010/early February 2010 a total of 40,141 online interviews were carried out with a nationwide sample of individuals and households from the US Online Panel operated by Synovate. A total of 15,067 individual and 25,074 household surveys were completed. The total panel has over 1 million members and is maintained to be representative of the U.S. population. Over sampling of ethnic groups took place to boost response from typically under responding groups For the past three seasons, SIA has been working with six other major governing bodies and trade associations in the sports, fitness, outdoor and leisure industry to form a research partnership -- The Physical Activity Council (PAC). The goal of the partnership is to identify key trends in sports, fitness and recreation participation in the U.S. The result is a highly detailed account of 117 different activities including the following winter sports: Alpine Skiing Telemark Skiing Freestyle Skiing Snowboarding Snowshoeing Nordic Skiing The Snow Sports Participation report includes complete demographic information including age, gender, education levels, income, and geographic location for each activity. In fact, maps are used to show where participants reside and snow sports participants per capita (Montana has the highest per capita participation in alpine skiing, more than 18% of Montana residents are alpine skiers). The Report contains participation maps for alpine skiing and for snowboarding as well as full geographic density information (not mapped) for telemark skiing, freestyle skiing, Nordic skiing and snowshoeing.   (Click chart to view larger) A significant advantage of working with a cadre of sports and leisure organizations on this report is the wide array of cross-over data available. Full cross-over information (117 different sports and leisure activities) is included so you can determine how many alpine skiers also ride bikes (37%) or how many Nordic skiers also bowl (38%) in 2008.09. The report also indicates where participants like to ski/ride and snowshoe whether it's a resort, backcountry, resort-backcountry (often referred to as side-country). (Click chart to view larger) A Few Points of Interest: Nearly 60% of the alpine skiers (59%) and snowboarders (58%) are concentrated in ten states. Snowboarders participate, on average 40% more days (11.4) than alpine skiers (8.1). Participation rates range from 9.8 days for cross country to 8.5 days for snowshoeing. Snowboarding is a young man's game. 70% of the participants are males and 74% fall between 13 and 34 years of age. Males make-up 64% of alpine skiers and 46% fall between 13 and 34 years of age. Californians make up almost 1/5 of all snowboard participants nationwide. California's economy has suffered significantly in the current economic downturn and the effects are showing up in snowboard equipment sales that declined 7% in units and 4 % in dollars sold this season. For a complete copy of this comprehensive report on snow sports participation, please contact Kelly Davis, SIA Director of Research at KDavis@snowsports.org or 703-506-4224. An overview of participation in 117 different sports and leisure activities in the U.S. is available now! Copies of the Sports, Fitness, and Recreation Participation Overview (2010 edition) can be downloaded from PhysicalActivityCouncil.com.

SIA BOARD OF DIRECTORS ANNOUNCES NO EXHIBIT SPACE INCREASE: SHOW RATES STAY THE SAME SINCE 2005
Just announced at this week’s Board Meeting – SIA’s Board of Directors states there WILL NOT be an increase in the 2011 SIA Snow Show Exhibit Space fees. As a non-profit, member-owned trade association, SIA has been able to maintain the same exhibit space fees since 2005. Make sure you turn in your space request soon, the deadline is May 31, 2010. 2011 Exhibit Space Contract. If you have any questions regarding requesting space, please contact Mary DeOrnellas: P. 703.506.4205 or MDeornellas@snowsports.org.

MEMBERSHIP RENEWAL BEGINS NOW- DON'T MISS OUT ON THE BENEFITS
Shortly, you will be receiving an email (mid May) to renew your SIA Membership for the 2010-2011 membership year.   Please take a few minutes to review our extensive Member Benefit programs; that are designed to save money and help you work more efficiently and effectively.

Thanks to your continued support of SIA, we have not increased membership dues since 1984. Our excitement for the 2011 SIA Snow Show grows and while we plan for the future, we also know that our programs and research would not be successful without our vibrant membership base.  We appreciate and value your commitment to growing the sport of snow. If you have any comments or suggestions that think could enhance SIA’s Membership, please don’t hesitate to get in touch. Questions/concerns regarding your current membership status?  Contact Pat Grenke, SIA’s membership manager: P. 703.506.4222 or PGrenke@snowsports.org.

QUESTIONS FOR MICHAEL DAY: "WE ALL SHARE THE SAME PROBLEMS AND SOMEHOW WORK TOGETHER TO GET THROUGH IT EACH YEAR"
Michael Day started in the snow sports business in 1969 and hasn't looked back. For the past 26 years he has represented Scott USA in the Southern California and Arizona territory. Like many of us in the industry, Mike believes the most important thing about this business is the people. Over the years, Mike has enjoyed being a part of Scott USA and watching it grow. Mike currently lives in the Mammoth Lakes area.

At the 2010 SIA Snow Show, Mike was awarded the Western 2009 SIA SnowSports Regional Rep of the Year winner. Mike also won in 2006.

SIA: Why are you in this industry?
Mike: I have been in this business my entire working life. I started in 1969 with the Garcia Ski Corp. I actually started in middle management running the warehouse and customer service. After working my way to upper management, I decided to move into the sales field in 1973 and have stayed there ever since. I love the business and the sport, but the people are what make me stay in this business. They are the best and most fun of any industry. We all share the same problems: snow, gas prices, economy, and somehow work together to get through it each year.

SIA: How can retailers, suppliers and reps do better business?
Mike: We need to keep telling the consumer what a great sport we have. Get them to the mountains and make sure they have a good time. It's one of the few sports the entire family can do and enjoy together. We must try to make it easy for the consumer. There are so many hassles in today's world, so they have to enjoy themselves when they go to the resorts.

SIA: What does winning the SIA Rep of the Year award mean to you?
Mike: Winning the SIA Rep of the Year means to me that I am taking care of my customers and that is the most important issue in today's business. The people are great and a lot of fun to work with, I appreciate their support greatly.

SIA: What are your thoughts on the current state of the industry?
Mike: The business is very different from the 70's, 80's, and 90's; we have fewer specialty shops, more large retailers, and the internet. Also, a consumer has found a lot more on his plate for recreation and their children are involved in many different activities. People are spending more time doing other things but our sports still remains a great adventure for everyone.

SIA: What value do you see in SIA?
Mike: The value of the SIA is very high. We need to have an organization that helps and leads all of us in a positive direction. SIA has been there since the beginning and we all need to support it.

SIA: How was your experience at this year's SIA Snow Show in Denver? What does the SIA Show means to you as an industry rep? Why is it important for you to be at the SIA Show?
Mike: Having the Show in Denver worked out well this year. It did cost me a little more because of airfare, but people in So CA have had it easy for a long time because the Show's been in Las Vegas. I really liked the Denver center and the size of the Show. The area around the Show was very nice. The restaurants were close and affordable and the Denver people were nice and obviously appreciated our presence.

I need a large show to start off the selling season. The SIA Show is more of a preview for me showing dealers what we have coming for the next season. It's a very important show and I have to be there because all my customers are going to be there.

SIA: How do you feel about the upcoming season? Predictions?
Mike: This next year should be a good one, California has had a good snow year. People went to the resorts and I think they all had a great time. This will bring them back again if we get some snow. Inventories are at a good level in stores, so it has given retailers a chance to get rid of some old stuff, next season the stores will look fresh with a lot of new merchandise.
 

MEMBER BENEFIT: SESCO - HEALTH CARE REFORM
Each month SESCO provides a newsletter of valuable Human Resource information that is free to all members. Click here to read the April 2010 SESCO Report. This issue deals with the relevance of performance appraisals, pay compensation, off-duty social media conduct and healthcare unions. All SIA Members receive free and discounted HR consulting services year round from SESCO: 800.764.4127 Bill@sescomgt.com.

This month SESCO has also put out a client alert on Health Care Reform - What Does It Mean for Employers? Recent passage of the Affordable Care Act (the Senate bill) and the Health Care Reconciliation Act mark the most significant change to the nation's health care laws in at least four decades. Click here to read about some of the important changes that employers and their group health plans will acquire such as changes to Flexible Spending, Health Savings, and Health Reimbursement Arrangements.

LOOK TO ESTES WORLDWIDE FOR IMPORTS & EXPORTS, SAVE UP TO 45%
A combination of ocean, air, rail and truck provides the best solution to meet the demands of operating in a global marketplace. SIA Members are eligible for discounts up to 45% on customs brokerage, freight forwarding, third party warehousing and more. Enroll today!

Estes Worldwide Can Help Save You Money by:

• Offering a full compliment of customs services for all import and export requirements to support foreign and U.S. customers including assistance with U.S. Customs service issues
• Reviews fees and taxes and identify savings opportunities
• Ability to utilize the Estes Express ground network to provide consolidation, distribution and delivery to anywhere in the U.S.

If you have additional questions, please contact an Estes Representative for more information at 877.391.3399, Option 6, and mention that you are a SIA member. To enroll or learn more about SIA's other Member Benefits including FedEx, YRC and SESCO, visit snowsports.org.

SIA NYC MEDIA SHOWROOM - DEADLINE THIS FRIDAY
Just a few spots remain for SIA's annual New York City Media Showroom - the Summer Snowdown. The Snowdown is a media-only event that provides SIA members the unique opportunity to showcase their brands to more than 50 A-list journalists in New York City. The Snowdown promotes the gear, fashion trends and vibrancy of the snow sports industry to mainstream media outlets that in turn reach millions of consumers. Make sure your brand is represented.

"I will definitely be recommending items for our gift guide from a bunch of those vendors. Thanks for inviting me!!" - Anna Baboval, Oprah Magazine

"The event was great. I'm already writing one piece -- a review of goggles with interchangeable lenses for Men's Journal -- based on some stuff I saw there." - Steve Mazzucchi, Freelance

2010 SIA SUMMER SNOWDOWN - NEW YORK CITY MEDIA SHOWROOM
WHEN: Wednesday, July 14, 2010
WHERE: New York Showroom, Studio 450
COST: $3,500*
RSVP: To reserve your space, please return contract (click here to download) by Friday, May 7 to ADaniels@snowsports.org

$3,500 includes:

• Start to finish event management - a turnkey experience where company reps can focus on pitching their story to top NYC-based journalists instead of worrying about event logistics
• 16 linear feet of grid wall (4 - 4'x8' panels) and surrounding booth space for product display
• Grid wall assembly and on-site assistance when needed during set-up
• Media recruitment - graphics and design of invitation, phone and email outreach to top NYC-based journalists - 50-60 media expected to attend
• Food, refreshments, styling of space, DJ
• Spacious mid-town Manhattan loft location
• Coordination of car service for media (to secure their attendance)
• Gift bags for media
• Snowdown exhibitors are featured in the Snowdown "New Product Directory" - handed out during the event and sent to numerous non-attending journalists post-event
• Follow-up media list with complete contact information
• Hotel booking assistance and a discounted room rate through SIA

Questions? Contact Anovia Daniels at ADaniels@snowsports.org.

PROTECT OUR WINTERS CELEBRATES EARTH DAY
This year the non-profit organization Protect our Winters (POW) started their POW Earth Day grant program. In partnership with Volcom V.Co-logical, POW awarded two individual grants to celebrate Earth Day. Consistent with their mission of mobilizing the winter sports community to have an impact on climate change, POW awarded two $1,000 grants to individuals who submitted ideas to complete the phrase:

"I will use $1,000 to fight climate change by doing: _____".

The two grants were awarded to the most original and effective ideas that are executable within the grant amount.

"Our supporters are on the front lines of climate change - they see change happening in the mountains before their eyes. So with the support of Volcom, it made sense for us to start directing funds to those individuals who have smart ideas to help solve the situation. We're excited to see the breadth of the ideas that are submitted", said POW's Executive Director, Chris Steinkamp.

$1,000 Grant Recipients:
Amy Huffman: Amy is going to initiate a campus-wide recycling and waste management program at Mitchell Community College in North Carolina.
Michelle Week: Seeing the positive impact of locally grown food, Michelle is starting a co-op with a supportive and educational community garden in Camas, WA.

POW was formed in 2007 by Jeremy Jones, a professional snowboarder to unite the winter sports community and focus their collective efforts towards initiatives that will directly impact winters. POW's mission is to unite and mobilize the winter sports community to have a direct and positive impact on climate change. Visit ProtectOurWinters.org for more information.

THE WORD ON THE SLOPES
Checkout SIA's friend "Badgr" Mark Barajas, from Badgr Enhanced Sports Tours, pictures from the King of the Hill Snowboard Contest in Valdez, Alaska. The King of the Hill Snowboard Contest, founded in 1993, put the Valdez snowboard scene on the map and helped define an era of the sport. For the first time in 10 years, the King of the Hill contest returned to Valdez as part of the Tailgate Alaska World Freeride Festival, a rider-judged, big mountain freeride and freestyle contest. The King of the Hill contest was founded by Nick Perata and Tailgate Alaska was founded by Mark Sullivan. Click here to learn more about the event and Tailgate Alaska. Badgr helps out at the SIA Snow Show with our market segment exhibits, Innovations, Now and others.

Spring has officially sprung and summer is right around the corner. Keep SIA in the know of what is going on in your company. Company trips, renovations, parties, etc. Send in your press releases, pictures and news to PR@snowsports.org.

Official News: Momentum Ski Camps will feature the world's best skiers coaching at their summer ski camp at Whistler Blackcomb, British Columbia, venue for the 2010 Olympic Winter Games. Click here to read more… The North American Ski Training Center (NASTC) will lead a group to the summit of one of California's famed peaks, Mt. Shasta (14,179 ft). The descent of Mt. Shasta on skis is truly an exceptional adventure and accomplishment; it's a thrilling experience that combines mountaineering and skiing in one peak and one journey. Click here to learn more… Celerant Technology recently completed the integration of its content management system (CMS). The Celerant CMS was designed to simplify the task of editing web content, allowing updates to be made quickly and easily, with little technical knowledge. Click here to learn more… More Shred White and Blue favorites Venture Snowboards and Protect Our Winters partnered for a snowboard graphic contest to help publicize the impact global warming is having on our snowpack. Click here to learn more… Nike put together this very cool video/party where artists, photographers, iconic riders & authors tell the story of snowboarding. Click here to view… adidas Originals and Burton announced that they are teaming up for a limited edition collection of men's apparel and footwear. The line will consist of 21 apparel pieces and seven footwear styles and will launch in Burton and adidas Originals stores this November. Click here to learn more… Volcom is extending its brand well beyond the retail shelves this summer. The action sports lifestyle company is offering summer surf and skate camps for kiddos in the Southern California area. Click here to learn more… Submit your video and win a chance to film with TGR for their 2011 movie! GRAND PRIZE: The winner of the contest will be invited on a film shoot with TGR during the winter of 2010/2011. Click here to get the details… Click here to check out an interview with Aussie pro Russ Henshaw as he talks with Freeskier.com about his season. Anyone for downhill snow skiing in South Florida? A group wants to build an indoor snow mountain, and the proposal is for the site of the failed Biscayne Landing. Click here to read more… The National Sporting Goods Association (NSGA) is pleased to announce that Richard H. Schascheck, CPA, has been appointed the Association's new Chief Financial Officer. He will assume his duties on March 22 and will report directly to NSGA President & CEO Matt Carlson. Click here to read more… Vail's ski equipment recycling drive could turn your old skis into something completely different. Click here to learn more… The forecast of a late-season Vermont snowstorm has prompted Jay Peak Resort to extend its ski season into May. Click here to read more…Click here to check out the official Results from the first ever nation-wide Professional Ski Patrol Olympics…. In some of the most solid results seen in the mountain travel industry during the past 12 months, lodging occupancy was up 9.6 percent in March compared to March 2009. This was the third consecutive month with year-over-year increases in actual occupancy and the fourth month since April 2009 according to the latest data released by the Mountain Travel Research Program (MTRiP).* Click here to learn more… The Ski Channel rolled out mountain biking, skiing and crazy storms in new batch of programming. Click here to learn more. A snowboarder who went missing on Mt. Hood Saturday was found alive and well yesterday. Curtis Dahl went to Timberline with his friend for a snowboarding trip on Saturday, but the two quickly became separated. After Chris failed to return home after the trip, authorities were notified. Click here to read more….A major innovator in alpine touring boots, Garmont is pleased to introduce its own proprietary "Tech Inserts" for fall 2010. Click here to read more…Rossignol's Rosalind Groenewoud (Roz G) has been named the 2010 AFP (Association of Freeskiing Professionals) Overall Women's Champion for the second year in a row. Roz had an impressive results year in both halfpipe and slopestyle, edging out Dania Assaly in 2nd and Sarah Burke in 3rd. Click here to read more.. This week, Burton announced the departure of CEO Laurent Potdevin, who plans to pursue other opportunities after working at the world's leading snowboard company for 15 years. Laurent will stay connected to Burton as a consultant and advisor to the company. Click here to read more... Snow sports set to last right through May. Click here to read more... Video: Snowboarder Kevin Pearce talks about his recovery. Click here to view video.
 

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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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