SIA News 6.2
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CONSUMERS PLAN TO SKI AND RIDE EARLY AND OFTEN DURING THE 2010/2011 SEASON
Members of the SIA Consumer Panel are very excited for the start of 2010/2011, so much so that about a third have their gear tuned, waxed, and waiting for the snow. More than 300 responses were gathered from members of the SIA Consumer Panel this month in the 2010 Early Season survey. Most Consumer Panel members fit the profile of “core” participants and plan on skiing and/or riding more than 9 times this season. Additionally, almost half of the members say they plan to try a new snow sports discipline this season including: 11% who want to try backcountry or side-country skiing and/or riding, and 11% who want to try snowshoeing for the first time.
 Panel members answered a total of 16 questions in this first survey of the season. Here are some highlights:
- The vast majority (96%) of Consumer Panel members own their equipment and about 15% of them plan to purchase new equipment this season.
- Half of the members said that their equipment should be serviced every ten days on-snow, but more than 10% indicated that they think they only need to have their equipment serviced once per season.
- 80% will take their own equipment with them when they travel to a ski/ride destination and most that do not travel with their equipment say they plan to rent high-end demo equipment when they reach their destination.
- For members with children (about half), half say that they decide what their kids will be sliding on this season. Just 7% say their kids decide what they will purchase and 15% say their kids purchase whatever gear they want with their own money. We plan on circling back with those panel members to determine the age of children who make their own purchasing decisions.
- When asked what is their primary source of information about snow sports, more than 2/3 said the Internet was a primary source, 42% said magazines are a primary source, and 31% said they consider friends and family a primary source.
The SIA Consumer panel is a dynamic and representative panel of approximately 4,000 snow sports participants who respond to SIA polls about six times each year. Questions for the panel can be customized to service our members need for feedback from snow sports consumers. For more information about Consumer Panel methods, structure and survey results, please contact Kelly Davis, SIA Director of Research at 703.506.4224 or by email at KDavis@snowsports.org.
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EXHIBITOR SERVICES MANUAL: DISCOUNTS FOR ORDERS PLACED EARLY
It is hard to believe that the SIA Snow Show will hit Denver in 98 days! Registration is tracking ahead of last year and a few hotels are close to being sold out so make sure that you are prepared. Make your hotel reservations now to ensure that you get your first choice. Visit siasnowshow.com for Show and Demo information.
To help you with all of your exhibit needs - attached is the link to the 2011 SIA Snow Show Exhibitor Services Manual (ESM). If you need a printed hard copy of the manual, please contact SIA’s Trade Show Department at 703.556.9020. They will be sent out to you in early November.
The ESM provides complete information on the Show as well as the order forms for any services you may need in your exhibit. Please note that you can receive additional discounts for some orders if they are placed by the early deadline date and for some you may get additional discounts if you submit your order online. Pay attention to these deadlines for the best pricing.
On October 28, we will be sending you the targeted move-in time for your company as well as the Equipment Order Form. After reviewing the manual if you need any additional information please feel free to contact us at 703.556.9020. See you in Denver!.
REACH OVER 26,000 IN SNOW: UPDATE YOUR LISTING IN THE 2011 SIA DIRECTORY
FINAL DEADLINE for receiving Member Company and personnel updates is October 29, 2010. We are now in the production phase of the 2011 SIA Directory and need your help to ensure that it is complete and up to date. The Directory is an excellent way to get your information to over 26,000 industry professionals. Known as the “yellow pages” of the industry, the SIA Directory is the most comprehensive way to list your organization’s information and identify current key individuals in your company.
The directory will be distributed in both hard copy and digitally, as an easy access PDF. Don’t miss this opportunity to review your listing. Questions? Contact the SIA Membership Department: Pat (703.506.4222) or Mary (703.506.4205) to help you through the Directory process.
SUPPORTING MEMBER LOUNGE
Supporting members will be able to take advantage of this great member benefit at the 2011 Snow Show – our SIA Supporting Member Lounge. There will be coffee in the morning to help you start your day out and then soda later in the afternoon for a quick pick me up. The room will be stocked with basic business supplies and areas for you to use when chatting with business associates or for a quiet place to write up some notes. The lounge is open to current SIA Supporting members only*. SIA staff will be available for assistance.
We value our Supporting Members and look forward to helping you have a great experience at the Snow Show. Location to be announced soon.
*Did you renew your Supporting Membership? Contact the SIA Membership Department: Pat (703.506.4222) or Mary (703.506.4205) to see if you and your employees are able to attend the Show and enjoy the benefits of this Lounge.
SALES REP BRAD DECKER DEFINES WINNING REP: “OUTGOING, FRIENDLY, UNDERSTANDING AND HELP THE RETAILER BE SUCCESSFUL”
We caught up with SIA SnowSports Southeastern Rep of the Year, Brad Decker, to get his thoughts on the upcoming season and some insight on what it takes to be a great sales rep.
SIA: Why are you in this industry?
Brad: I am in this industry because I love snow sports and the people involved in it. I get to do something I love everyday plus I get to work with great people and travel the world! I could never imagine working in the same office setting daily as I would go crazy! I am a firm believer you have to do something you love as life is too short not to be happy in what you do for a living.
SIA: How did you get started in the industry?
Brad: I grew up skiing at the Homestead in Virginia and Wintergreen as a child. We shopped at Ski World in the 80s and 90s and I started working at Ski World in Virginia Beach in 1995. Nick Savage was the owner of Ski World and gave me a chance to do something I love and is the reason I am a rep today! When the Nordica position opened, Andy Knittle gave me a chance and hired me as the Nordica rep and that was a dream come true!
SIA: What does winning the SIA Rep of the Year award mean to you?
Brad: I am very honored that the retailers voted for me. It’s a great feeling!
SIA: What can retailers, suppliers and reps do to do better business?
Brad: WE ALL NEED TO PROMOTE SNOW SPORTS MORE!
SIA: How do you feel about the upcoming season? Predictions?
Brad: Well everything seems to be trending up. Margins are better and inventories are cleaner. The positive news is people are shopping for the latest and greatest gear again which is refreshing to see.
SIA: What do you see as your immediate business priorities in this current economic climate?
Brad: Keep your head down and work hard to be a good business partner with your retailers and it will pay off.
SIA: In what way do you see consumers changing their shopper behavior? How should the industry respond to those changes?
Brad: It’s very obvious that the consumer is shopping and doing their homework on the internet. Retailers have to provide great customer service and a great shopping experience. The retailer has to have a great environment for the consumer to shop in. I also feel it’s very important for the retailer to utilize social media as it is the best and most efficient way to advertise right now. Most manufacturers really need to tighten up the amount inventory they are producing and bringing into the U.S. as it will create a demand again.
SIA: What characterizes a winning rep?
Brad: You have to be outgoing, friendly, understanding and have the desire to help the retailer be successful.
SIA: What are some top sales tips Reps should follow?
Brad: Return phone calls promptly and make sure you handle any dealer requests in a timely manner. It’s not rocket science; just be punctual and communicate!
SIA: Which retailer, rep, company or individual – do you admire the most in the industry and why?
Brad: I really admire Mike Poole from Head Sports as he has taught me the value of relationships in this industry and how very important they are. I also admire my friends and fellow reps Keith Whitmore and Monte Long as they have guided me in the right direction over the past 5+ years and showed me how to be a good business partner with my retailers. As for companies that I admire it would have to be Nordica, Tecnica and Never Summer as they are very innovative, supportive, understanding and a great retail partner in the snow sports industry.
Brad currently lives in Norfolk, VA with his wife Jessica and 2.5 year old daughter, Mollie Paige, who has already been on skis!
THE WORD ON THE SLOPES
The North Face announced that the Explore Fund, a grant-giving program supporting nonprofit organizations that get youth outdoors, has awarded $250,000 to more than 100 projects that will affect 85,000 young people. Read More… Shaun White & Oakley bring Air & Style to Beijing on Dec. 4, 2010. Read More… U.S. Ski and Snowboard Hall of Fame names class of 2010, including Daron Rahlves, the late Shane McConkey and iconic skiing legend Glen Plake. Read More… Polarmax.com wins four 2010 Communicator Awards. Read More… Ski Legend Warren Miller released statements addressing arbitration findings and announces re-launch of Warren Miller Company. Read More… The Powder Video Awards and Reader Poll take over The Wheeler Opera House in Aspen, CO on Fri., Jan. 28, 2011. Read More… Rossignol announces new president, Tim Petrick, for North American operations and other organizational changes. Read More… Sport Obermeyer appoints Robert Yturri Senior Vice President of Product and Brand Management. Read More…Nordica announces the signing of skier TJ Schiller to the Nordica Team. He will now compete on the full Nordica package of boots and skis. Read More… Rome SDS names Snowboard Magazine founder, Mark Sullivan, as their new Marketing Manager. 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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