SIA News 5.6
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LEISURE TRENDS GROUP RETAIL SALES TRACKING USE TRIPLES
Leisure Trends Group announced on May 20 that they have experienced explosive growth in both the use of its services and the number of retailers participating on its reporting panel. Individuals using the system increased 380% over the last 12 months while the panel of reporting retailers grew by 12%. From April 2009 to April 2010, Leisure Trends reported an increase of 380% in unique users accessing its retail sales tracking data including topline product category and class sales, brand and model share data, margins and inventory. Greater than three-fold increases in hours spent in the system, number of sessions and links accessed all reinforced this increased usage.
SIA partners with Leisure Trends Group to provide members with reliable retail sales data to track the snow sports marketplace. SIA members have free access to snow sports topline data as well as brand and product level data down to the model level on a subscription basis. Our members have used this data for over 20 years to analyze their market positions, secure financing, develop new products, nail down sales strategies, and much more. In January, SIA began sponsoring free access to outdoor, running, scuba, outdoor, paddle sports, and athletic apparel.
Leisure Trends attributes its growth to numerous factors including an increase in its client base, a new online reporting platform and open access to topline sales numbers made possible by SnowSports Industries America (SIA). "We're thrilled that people are reacting so positively to our data," said Julia Clark Day, Vice President Sales and Marketing for Leisure Trends. "We follow rigorous procedures to ensure the accuracy of our data and both manufacturers and retailers are responding to the value it provides with increased usage and referrals. We have also had great success with TRAKView™, our new, easy to use online reporting platform that was introduced in December. Finally, through the generous sponsorship of SIA we have been able to offer free topline access throughout 2010. Our user base grew strongly throughout 2009 and that trend is now accelerating with the access made possible by SIA."
On the retailer front, Leisure Trends reported a 12% increase over the past year in the number of specialty store doors that report data as part of its retailer panel. "We are continually adding new retailers to our panel," said Greg Shoenfeld, Leisure Trends Group's Retail Relations Manager, "As our user base grows, more and more retailers are hearing how our data helps others manage their business and are signing up. The SIA sponsored topline is helping drive that, but so too is the word-of-mouth referral by existing users."
For FREE access to 2010 Topline Retail Sales data, click here.
About Leisure Trends Group RetailTRAK™ - Leisure Trends' RetailTRAK™ (a monthly (POS) retail sales tracking & trend spotting service) provides insight into the strengths and weaknesses of brands and helps companies spot opportunities in the competitive marketplace. Leisure Trends Group tracks the following industries at retail: outdoor, running, snowsport (ski/snowboard), cycling, paddle sports (canoe and kayak), athletic apparel, performance outerwear and scuba diving. RetailTRAK™ covers equipment, equipment accessories, apparel, footwear, and apparel accessories. Understanding retail sales trends is essential to market share growth. Their reports tell you which categories, brands and styles are expanding, which are sitting still and which are shrinking. Reports are published monthly and include brands, styles, price points, dollars sold, units sold, market share, margins, turn and inventory. |
PLANNING ON EXHIBITING IN 2011?
Make sure you turn in your 2011 Snow Show Exhibit Space Contract now; the deadline is May 31, 2010. As announced at the Board’s spring meeting - there WILL NOT be an increase in the 2011 exhibit space fees. As a non-profit, member-owned trade association, SIA has been able to maintain the same exhibit space fees since 2005. If you have any questions regarding requesting space, please contact Mary DeOrnellas: P. 703.506.4205 or MDeornellas@snowsports.org.
MEMBERSHIP RENEWAL IN PROGRESS
If you have not heard from SIA about renewing your membership or if you have questions, please contact Patricia Grenke in Membership: P. 703.506.4222 or E. PGrenke@snowsports.org.
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. 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. Thanks to your continued support of SIA, we have not increased membership dues since 1984.
ADVICE REGARDING “LEEGIN-REPEALER”
Legislation and State Laws on Minimum Resale Price Agreement
SIA is paying close attention to legislation regarding the Leegin decision and is actively opposing these bills to repeal it. TAKE ACTION: Please contact your senators and congressmen about these bills dealing with minimum resale price agreements and tell your representatives to not support these bills. Click here to find your representatives. Contact SIA at SIAmail@snowsports.org with questions/concerns. The following is a brief from our Government Affairs team at DLA Piper.
Much attention is currently being focused on certain legislative efforts to reverse or reduce the effect of a 2007 Supreme Court decision which changed the federal antitrust rule that applies to minimum resale price-fixing agreements between suppliers and retailers. The Leegin decision did not exempt such agreements from antitrust law, but it changed the applicable legal standard from per se illegality to a more lenient and flexible rule. In Leegin, the Supreme Court recognized that, in certain circumstances, minimum resale price agreements can enable manufacturers to compete more effectively and insure that customers receive valuable point-of-sale services.
Efforts are now underway, led by some large discount retailers, consumer advocacy groups and state attorneys general, to overturn the Leegin decision through legislation, at the federal level and state level. It is important for members to have the following information about the Leegin decision and these legislative campaigns.
- Federal bills pending in Congress. SnowSports Industries America does not support the pending legislative proposals (H.R. 3190 and S. 148) to reestablish per se illegality for agreements on the prices at which distributors or retailers will resell manufacturers’ products. SIA members like the flexibility of choosing among the types of arrangements between themselves and resellers that best serve their competitive interests.
In any event, the scope of the proposed legislation is limited. It would only affect the legal status of express agreements that set minimum resale prices. It does not address, and would not affect, the antitrust standards applicable to other, more commonly-used distribution practices, including minimum advertised price (MAP) programs, suggested resale price policies, or the unilateral freedom of suppliers to decline to deal with anyone. Those practices -- to the extent permitted by the normal federal antitrust standard -- were available before Leegin, are now available after Leegin, and would remain available even if the “Leegin-repealer” bills were enacted.
- State Antitrust Laws and Enforcement. Most states have their own antitrust laws, which coexist with the federal law. Most state enforcers and courts follow the federal court antitrust-law decisions and rules. But there are exceptions.
One state, Maryland, has recently enacted a law that declares express agreements setting minimum resale prices per se illegal, in spite of the Supreme Court Leegin ruling to the contrary. (A state can constitutionally enforce its own laws against contracts made in the state or made outside the state if the contracts are required to be performed in the state and their performance would violate state law.) Members should be aware that the Maryland law against minimum price agreements affects sales in or into that state. However, the Maryland law is narrow -- like the pending federal bill -- and does not apply to other distribution practices, including proper minimum advertised price programs, suggested resale price policies, or unilateral refusals to deal.
Although no other state has yet enacted a “Leegin-repealer” statute, several state attorneys general have stated their intentions to try to enforce their states’ laws as per se prohibitions against express agreements setting minimum resale prices. Those states include New York and California and possible others. (The attorneys general of 38 states have expressed support for the federal legislation.) As a result, manufacturers that choose to implement national distribution programs that include express agreements with resellers on the minimum prices at which resales will occur must accept the probability that the program will be unenforceable in Maryland (and possibly several other states).
THE BIG OPPORTUNITY IN MARKETING TO WOMEN – WHY BOTHER?
In the United States alone, women's combined earnings total one trillion dollars. If you're marketing to women, you'll capture more of the over $2 trillion dollars that U.S. women spend each year.
Women command a startling percentage of decisions and purchases.
Women:
- Influence 95% of household purchases
- Are responsible for 85% of all consumer purchases in North America
- Influence 92% of vacations
- Influence 80% of sporting goods and apparel purchases
“The Big Opportunity in Marketing to Women” was presented at the 2010 SIA Snow Show by Elizabeth Howland, the founder of andHow, a marketing consulting firm that helps its clients to articulate and apply highly effective women’s marketing strategies within every facet of their communications efforts. Click here to view the presentation.
“Women are the most influential consumer market today and every brand has the opportunity to connect in its own way and increase its share of profitable, female customers,” stated Howland.
The presentation focused on “transparent” techniques to increase your share of the women’s market and gives examples from other market segments as well as results of an email survey of female snow sport enthusiasts. Drawing from over 20 years of experience creating successful marketing initiatives directed to women; Elizabeth outlines 5 ways to get started in improving your results with female customers.
To reach andHow to discuss women’s marketing opportunities and to create a strategy, contact:
Elizabeth Howland
Principal, andHow
Elizabeth@andhowmarketing.com
707.364.4567 direct
707.762.8846 main
andhowmarketing.com
CLOTHING FREIGHT ISSUE, SIA’S YRC PROGRAM TO HELP MEMBERS
Earlier this month, the American Apparel and Footwear Association (AAFA) held a phone call to discuss the Commodity Classification Standards Board’s (CCSB) proposal to change the classification of most clothing, which could have a material impact on domestic LTL freight rates and SIA Members who ship clothing. The CCSB will vote on the proposal at its June 7 public meeting in Alexandria, VA. Read more.
If the CCSB rules in favor of the classification change, SIA’s Member Benefit Partner, YRC, has agreed to continue to honor class 100 for clothing shipments. To receive the class exemption, you must be enrolled in the SIA YRC Member Program. Enroll here. Offering discounts up to 70%* year-round, YRC’s commitment to SIA Members and the snow sports industry is shown through its competitive pricing and services. We’ll keep you up to date about the ruling and alert you of any changes.
LEARN TO SKI & SNOWBOARD ORGANIZERS GEARING UP FOR 2011
Industry Veteran Named as Director of Grass-Roots Initiative Aimed at Getting More Americans on the Slope
Organizers of Learn to Ski and Snowboard Month (formerly Learn a Snow Sport Month) announced that ski industry veteran Mary Jo Tarallo, formerly of SnowSports Industries America (SIA), will serve as the Executive Director of the grassroots initiative aimed at getting more children and adults on the slopes.
“I am pleased to be working with our industry colleagues on this important and energetic initiative, not only to increase participation in skiing and snowboarding, but also to retain the loyalty of new customers over time. NSAA’s Model for Growth research offers some excellent insight on how to proceed, but it’s the work of passionate volunteers and ski area staff in the field that ultimately lead to the success of our efforts,” says Tarallo, who is perhaps most noted for her direction of Winter Trails, a national event that drew more than 10,000 participants last season.
According to preliminary results, more than 30,000 beginner ski and snowboard lessons were provided through resorts involved with this year’s initiative. In all, 32 states have supported the effort and Governors of 16 states officially proclaimed last January as Learn a Snow Sport Month. In addition, 16 resort associations, four national organizations and more than 300 resorts and Nordic centers nationwide collaborated on the effort. An educational session highlighting success stories from this year’s effort was presented to a standing room only audience at NSAA’s National Convention & Tradeshow May 3 in Orlando, Fla., where leaders also discussed plans for Learn to Ski and Snowboard Month 2011.
The initiative will continue to draw its energy from the support and direction of state and regional associations. Industry trade media played an instrumental role in spreading the word through ads and articles in their January issues. A grant from the NSAA, with additional support from Professional Ski Instructors of America/American Association of Snowboard Instructors (PSIA-AASI), the National Ski Patrol (NSP), SnowSports Industries America (SIA) and resort association partners will help spearhead the effort.
“REINVEST IN THE SPORT”: INSIGHT FROM INDUSTRY REP KENT FRIED
SnowSports Industries America (SIA) was proud to award Kent Fried the 2009 Atlantic SIA SnowSports U.S. Regional Rep of the Year award. Kent also won in 2007.
Kent took some time to discuss the state of the industry and winning the award and gives his view on the industry and SIA.
Kent grew up around the ski industry. From the time he was young, he would hang around his aunt and uncle’s shop, Nazareth Sporting Goods in Nazareth, PA. Kent also competed in freestyle skiing for a number of years and served on the USSA Eastern Freestyle Completion Committee as the athlete representative during the time he competed.
After spending many years in the automotive industry and assisting several reps in the Mid-Atlantic region as part time help, Kent realized that the snow sports industry is where he belongs. In 2002, he was hired by Ovo Helmets as the sales rep for the Mid-Atlantic region and remained with them until they closed. After that he was hired to work with the Dynamic division of Atomic.
Currently, Kent represents all of the Atomic brands including alpine, Nordic and snowboard. He also represents Hestra, Sun Valley Ski tools, Carrera and Lorpen. Kent is married to Sherri and has two step-children, Mathew and Shaina, all who are avid skiers.
SIA: Why are you in this industry?
Kent: If you love what you do it isn’t a “Job”! I had a shop owner tell me one time that I was a Ski/Snowboard person. So when I asked what they meant by that comment, the answer was that they could tell that the sport was in my soul.
SIA: What does winning the SIA Rep of the Year award mean to you?
Kent: Winning the Rep of the year award has meant a lot to me and frankly I really don’t know the right words to express my gratitude. I look at all my dealers as more than just customers or partners in business.
SIA: What are your thoughts on the current state of the industry?
Kent: All parties involved need to find a way to reinvest in the sport no matter how big or small. If we don’t continue to remind people why they should get out and ski or ride, eventually only the core people do it and we need the new entries to become enthusiasts and core riders. It’s like taking care of your home. If you don’t maintain it sooner or later it will get condemned!
SIA: What value do you see in SIA?
Kent: SIA helps deliver needed information regarding the market and trends, so all parties can plan current and future business. SIA also gives us a central location to unite for our brands initial showing of product in a setting and environment which the manufacturer can present the items the way they want them to be shown.
SIA: How was your experience at this year’s SIA Snow Show in Denver?
Kent: The Denver show was great! Like everyone else we were afraid of change but I ended up feeling really good about the Show. The national show is the best chance to show retailers in my territory all the items available to them, inevitably there is some sample that has to be shared so, at times the regional shows are missing items.
SIA: Why is it important for you to be at the SIA Show?
Kent: I need to be there to help my dealers realize the potential of items for their location.
SIA: How do you feel about the upcoming season? Predictions?
Kent: This season I expect the fall to be good for business because the season ended up strong and dealers had little product left. Now we can get into this fall sales season selling “new” product and selling it making margin.
THE WORD ON THE SLOPES
BURTON'S KRISTA MOROGE PASSES AWAY
Moroge was known as one of the most successful sales reps in the industry, male or female. In 2007 Moroge was diagnosed with breast cancer. She battled the disease for three years before losing the fight this week. To many she was seen as one of the most obvious female role models in the snowboarding world and known as an amazing and inspiring person. Moroge was the regional territory manager for Burton based in SLC and owner of SLKC. In 2006.07 she was selected as the SnowSports Industries America Sales Rep of the Year for the Northwest region.
Moroge was involved with SeventyK, an advocacy group for adolescents and young adults with cancer. Go to www.seventyk.org to support the Adolescent and Young Adult Cancer Bill of Rights.
Our thoughts are with her family and friends.
Click here to hear about her battle with breast cancer in her own words.
ROB ‘R2’ HOWLAND RETIRING FROM SNOW
After 24 years of being an independent rep, veteran industry sales rep Rob ‘r2’ Howland is retiring from the snow scene and heading to his new home in Nicaragua. Rob is leaving K2 Snowboarding, Morrow Snowboards & Planet Earth Apparel. K2 will be appointing John ‘JP’ Pinnick as Rob’s replacement.
"The last 17 years (15 w/ K2) in the snow biz has been an incredible 'ride' for me, full of phenomenal people, adventures and fun times! The fact I have been able to incorporate all these facets into a successful career and living, has simply been a dream. There are simply too many people to thank that have been so integral in developing the vehicle to move on to warmer climates and my next adventure. To everyone at K2, all my amazing dealers/buyers, and fellow reps and snow friends everywhere, I could never say thank you enough!!! As I consider everyone my second family, this is not a good bye. Just a change of directions, and my hope I can share my new paradise with everyone. Hasta Luego.” - R2
To reach Rob, email him at k2rob333@hotmail.com or 801.556.0399.
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: The team at Spyder® Active Sports is reaching great heights with the latest addition of professional freeskier Ted Davenport. The 29-year-old East Coast racer turned worldwide freeskier joins the roster fresh off the adventure of a lifetime. Click here to read more… Celerant Technology’s 2010 User Conference was held April 29-30 and included interactive break-out sessions, training sessions, and workshops, all of which introduced the new features and functionalities which have been developed this year and made available to the Celerant client base. Click here to read more… Ski Racing Development (SRD), a subsidiary of Racing Development, Inc. and Ski Racing International, LLC, the Journal of Snowsport Competition, have announced a joint venture to produce a new publication for ski enthusiasts entitled “A Culture of Speed™.” This annual will contain in-depth articles on ski racing, skiing, ski culture and other areas of interest, in addition to retail offerings from many top suppliers. Click here to read more… High Sierra Sport Company recently licensed its brand with NorthPole, LLC, a global leader in outdoor living and recreational products, to produce and distribute camping and outdoor recreation equipment under the High Sierra brand name. Click here to read more… Implus brands Yaktrax and Granger’s have signed a two-year agreement with the Professional Ski Instructors of America (PSIA) and the American Association of Snowboard Instructors (AASI). Click here to read more…. Girl Powder has moved the compass needle and launched a revolutionary contest to add a member to the Girl Powder Team through a unique and unprecedented online contest. The winner will land a spot on the Girl Powder Team, receive Girl Powder merchandise, a Profile on GirlPowder.com, a FLIP Video Camera, and an invitation to the 2010/2011 Team Girl Powder video shoot in Lake Tahoe where the winner will also get to stay at the Girl Powder house. Click here to read more… Longworth Industries, parent company of Polarmax, XGO and PMX technical base layers, is proud to name Doug Nelson & Associates Rep Group of the Year for 2009-2010. Click here to learn more… After the 2010 Winter Olympics, athletes Billy Demong (Vermontville, NY), Johnny Spillane (Steamboat Springs, CO), Todd Lodwick (Steamboat Springs, CO) and Brett Camerota (Park City, UT), they packed up their Olympic hardware and head to the Middle East. With a total of seven Olympic medals in tow, the U.S. Ski Team's nordic combined superstars headed off to visit the troops as part of the 2010 Heavy Medal Tour in April. Click here to read more… Catch up with Paralympian skier Alana Nichols (Farmington, NM) in this interview. Her athletic career is a textbook example of an athlete's undying ability to overcome the odds and excel while doing just that. Just check out what she has stashed in her purse. Click here to read more… The National Sporting Goods Association (NSGA) announces the election of Jeff Rosenthal, president and CEO of Hibbett Sports, as Chairman of the NSGA Board of Directors. He will serve a two-year term starting June 1. Click here to read more…Every spring for the last four years, skiers have journeyed from far and wide to Mt. Hood, Oregon, for the West Coast Session. It is a time of late-season snow flurries and sunny park days as 35 skiers, videographers and photographers from diverse backgrounds converge for a four-day shoot, the products of which are on display here. Click here for the wrap-up….Vancouver resident Justin Long will ski one of Africa's most treacherous mountains to raise awareness and funds for children with disease in Uganda while acting out creative ideas submitted by the public. Click here to view pics and read more… Click here to check out Shayboarder.com best of 09-10… Skier Adam Hall made history when he became the first Paralympian to be named the Otago Sportsperson of the Year. Click here to read more… Corvallis was in for a rare sight with the annual appearance of Snow in the Quad last Friday. Snow in the Quad is part of a snow sports competition tour across eight western states that showcases talented student snowboarders and skiers performing rail tricks. Click here to read more… Snow-sports fans in the Highlands would not have looked out of place on a sun-kissed beach yesterday, as they took to the slopes in their shorts and T-shirts. As temperatures reached 21°C at the summit of Cairn Gorm on Saturday, around 200 skiers headed to the top of the ski runs to take part in unseasonal pursuits. Click here to read more… Southern Africa’s two ski areas are due to open for their ski seasons a few days before the World Cup finals kick off in South Africa. The ski slopes are some hours from the football grounds, but a snow and football holiday is a realistic possibility. Click here to read more… Luge, that wild ride down a fast track, is in season in Michigan no matter the season. An all-weather track is being built at Muskegon State Park, 50 miles northwest of Grand Rapids. Snow and ice aren't required because the track is made of Fiberglas, and the sleds have wheels. Click here to 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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