SIA News 4.7
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RESORTS PLAN TO SPEND $5 MILLION ON UNIFORMS: SIA RELEASES THE 2009 UNIFORM AND RENTAL EQUIPMENT REPORTS
SIA recently released the 2009 Uniform Survey and the 2009 Rental Equipment Survey. Both reports are full of useful information on these very specialized markets including trends, budgets, and lists of more than 150 leads including full contact information for uniform and rental equipment buyers. If you sell to the uniform or rental equipment markets then these reports are for you. Both Reports are available online (Click Here) or contact your SIA Regional Rep.
For more information and results from the SIA 2009 Uniform Survey or the SIA 2009 Rental Equipment Survey contact:
Uniform Survey Highlights:
- 120 resorts plan to purchase about $5 million in uniforms in 2009 or 2010
- More than 90% who purchase uniforms will buy uniforms for their ski schools
- Price and quality are the most important factors in choosing uniforms suppliers
- More than 10 % of resorts surveyed budget more than $200,000 for uniforms
The Rental Equipment Survey Highlights:
In 2009, the typical rental operation:
- Is a combination retail and rental shop that provides rental equipment (including helmets) to approximately 26,000 skiers, 4,000 snowboarders, 1,000 cross country skiers, and 50 snowshoe renters over the entire season
- Replaces 1/3 of their alpine inventory, 1/4 of their snowboard inventory, 1/5 of their Nordic equipment, and 1/6 of their snowshoe inventory each year
- Plans to spend about $35,000 on snowboard equipment, more than $100,000 on alpine ski equipment, $10,000 on cross country skiers, and about $2,000 on snowshoes
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INCREASED HOLIDAY SHOPPING LIKELY TO DRIVE STRONGER SNOW SPORTS SALES
The holiday shopping season is off to a good start this year according to firms that measure “Black Friday” in–store sales and “Cyber Monday” Internet sales. While “Black Friday” results indicate that more are shopping but spending less, “Cyber Monday” results show that consumers are willing to spend a bit more this holiday season. This bodes well for early season snow sports sales that slowed significantly last season.
Snow Sports retailers sell about 30% of their product in December during the holiday shopping season. Comscore Inc. reported that over last weekend, 12.6% of shoppers bought sporting goods products this year compared to 11.4% last year. Consumers are still searching out bargains; retailers that marketed their sales online enjoyed stronger sales as consumers checked the internet for bargains before they grabbed their keys to shop and spend in stores last weekend.
According to the National Retail Federation, all retail sales were up just .5% on “Black Friday” this year. Although sales were relatively flat, more people were out shopping but they were spending less. About 195 million people shopped this year compared to 172 million last year but they spent an average of $327.57 compared to last year’s average of $372.53.
“That's a mixed bag for the beleaguered retail industry, which hopes that tight inventory combined with targeted bargains will ring up better results than last year's gloomy holiday season.” – The Wall Street Journal
“Cyber Monday” sales rose 14% this year compared to 2008 and consumers also bought nearly 30% more items per order versus last year, according to research firm Coremetrics. An average of 4.3 million consumers per minute visited shopping Web sites throughout the day Monday in North America, according to Internet monitoring firm Akamai, which tracks traffic trends to more than 270 e-tailers. The increase in online shopping does not spell disaster for in-store retail; in fact most research indicates that consumers check out the products they’re interested in online before the head into a store to buy.
“Over the years, the online channel has become an increasingly influential driver in offline shopping behavior. Before making purchases in brick-and-mortar retail locations, consumers have become adept at doing their research beforehand. The array of sites doing round-ups of ‘Black Friday’ deals are becoming more popular than ever.” Comscore
SIA RELEASES RETAIL AUDIT
SIA will release retail data measuring August to October snow sports sales early next week. Early season snow sports retail sales results measuring sales in snow sports specialty shops, chain stores and online will be available to SIA member/subscribers on Tuesday, December 8 for August to October. Leisure Trends Group has been providing SIA members with reliable data for more than two decades and improvements on the Leisure Trends portal will make the data they provide even more actionable for subscribers. The Leisure Trends Group gathers data directly from the P.O.S. systems of close to one-third of all snow sports retailers in the U.S. market to develop a broad and very deep view of the snow sports marketplace. Over the years, Leisure Trends diligence in their measurement methods and their deep knowledge of the structure and of the players in the market increases the accuracy and reliability of the data they provide to SIA members. This season SIA will provide overall (all channels) top line data to members in addition to the Executive Market Summaries published mid-month throughout the snow sports season.
For more information contact Kelly Davis, SIA Research Director at 703.506.4224 or by email at KDavis@snowsports.org.
WEBINAR-2009.10 SIA RETAIL AUDIT, NEW PORTAL, DASHBOARD AND DATA DELIVERY PREVIEW
Join us for a Webinar on December 9. SIA and The Leisure Trends Group will host a webinar to preview the 2009.10 season and demonstrate the new functionality of the Leisure Trends data portal to subscribers and non-subscribers alike. Click here to learn more.
$256 MILLION IN YOUTH SNOW SPORTS GOODS: YOUTH INTELLIGENCE REPORT
SnowSports Industries America (SIA) presents the 2009 SIA Snow Sports Youth Market Intelligence Report - a compilation of all major research on youth in the snow sports market. The Snow Sports Youth Market Intelligence Report provides valuable insight into retail sales of youth specific products, youth participation trends and youth demographics for the snow sports market. The 2009 Report covers a variety of retail channels including snow sports specialty shops, chain stores, and the Internet.
The Report includes easy-to-follow analysis and highlights along with stand-alone chapters for youth in alpine, snowboard, cross country, accessories, and apparel categories. Additionally, full reports on the overall market and for the women’s market are available.
Did you know?
- 2008.09 sales of youth snow sports goods brought $256 million in sales of youth specific snow sports equipment, apparel and accessories in all retail channels.; that’s 9% of all the snow sports dollars sold
- 59% of all youth equipment dollars are spent on snowboard hardgoods
- Snowboard apparel dollar sales for youth increased 9% overall. Almost all of the increase is attributable to the 30% increase in girls snowboard apparel sales (up 30%) while boys sales were flat in 2008.09
- Two of the top 5 selling (units) ski models for 2008.09 season were models made specifically for girls
For more information contact Kelly Davis, SIA Research Director at 703.506.4224 or by email at KDavis@snowsports.org.
SMARTPHONE APP AND INTERACTIVE FLOOR PLAN IMPROVE TRADE SHOW EXPERIENCE
Now is the perfect time to evaluate the methods you are using to reach buyer attendees at the SIA Snow Show. For the 2010 Show, buyers and media will be using two tools to search brands, research new products and to simply find their way on a brand new show floor in Denver. SIA has partnered with Map Your Show & Core-Apps to give you the opportunity to showcase your products to buyers, media and attendees on their PC’s and on their smartphones months before, during and months after the event.
Attendees are using the online, Interactive Floor Plan and Agenda Planner to research exhibitors and any new technologies that are available. Taking advantage of this application will generate enhanced exposure for your products, produce quality sales leads and extend your show cycle from a few days to several months.
Not only will you reach show-goers online, but attendees can now access their agendas using the Snow Show App on their smartphones. The Snow Show App allows attendees to view their agenda, search for products and even see where they are standing on the show floor. Smartphones will be in the hands of attendees, navigating them around the show floor – will your listing entice them to head to your booth?
Now is the perfect time to discover new ways to reach your prospects and make them your customers. Ready to sign-up or have questions? Contact Jim Kirby at 888-802-1214 or Jim@core-apps.com
55 DAYS UNTIL THE SNOW SHOW AND ON-SNOW DEMO/FREE RIDE FEST
The countdown in on and we are officially in trade show mode. Click here to pre-register for the 2010 SIA Snow Show and On-Snow Demo/Free Ride Fest. You may register online using your assigned username and password. Also, make sure you register your reps and athletes. Questions? Contact Pat Grenke, PGrenke@snowsports.org or Mary DeOrnellas, MDeornellas@snowsports.org. The pre-registration deadline is December 17, 2009. Rooms are also booking up fast, click here to book your rooms today!
WE HAVE SEEN THE WORST AND IT WILL GET BETTER FROM HERE: PREDICTIONS FROM JOSH HOYER NORTHERN CA REP OF THE YEAR WINNER
Josh Hoyer’s, SIA Northern California Rep of the Year winner, life has revolved around snow sports for the last 20 years and he shows no sign of losing that passion. Josh grew up skiing competitively in Colorado in the Rocky Mountain division of the USSA as a mogul/freestyle skier. In the mid 90’s he began competing in big mountain events, half pipe, slope style, and big air events as a sponsored athlete. Josh owes his career in snow sports to luck and hard work.
En route to a skateboard competition Josh met Eric Warble from Oakley in Western Colorado who was on his way to go heli skiing in Alaska. Eric offered him a job as his sub rep based out of Vail, Colorado and he accepted. Josh later took a rep position at the Oakley Northern California office.
Almost eight years later Josh feels fortunate to be able to work for such a great company like Oakley and the people that make up the brand.
SIA: What does winning the SIA Rep of the Year award mean to you?
Josh: It means a lot. Without the support of your retailers this job can be difficult. I am flattered!
SIA: What can retailers, suppliers and reps do to do better business?
Josh: Open up the lines of communication. Really tell your accounts your intentions and in return hope that your retailers tell you specifically what they need from you and the suppliers to be successful. Let retailers know what you see out on the road and share successes you have had with certain parts of your business in other accounts and regions.
SIA: What are your thoughts on the current state of the industry?
Josh: The industry is doing fine. I think that huge growth, year over year, is not sustainable and eventually you have corrections. This past year is a reminder to us all that things can change quickly and when they do make sure you have a handle on your business to react accordingly and do what’s best for the bottom line. I think so long as we still have snow to slide on, the snow sports industry will continue to do what it always has. After all, we are selling fun! It shouldn’t be that difficult now should it?
SIA: What value do you see in SIA? Why is it important for you to be at the SIA Show?
Josh: The SIA Show is great for several reasons. To name a few, I would say that it is very useful in being able to see a large number of your accounts in a central spot over a 3-4 day period of time. It is an extremely productive trade show for me in pre-booking business for the following fall. In addition to that, walking the Show, when and if you get time, in between your appointments to see other brands styles, colors, designs, image, etc. is a huge plus. Last but not least, being able to have fun with your accounts out at dinners, parties, etc. and further the relationships is great. It’s not often that you get good quality time with your clients outside of the usual shop environment.
SIA: How do you feel about the upcoming season? Predictions?
Josh: I feel good about the upcoming season. I think all of our livelihoods are based on snowfall, so if we can get a good amount of that, I think the rest should fall into place. I am predicting that we have seen the worst and things will only get better from here.
Josh is currently representing Oakley for all categories (not including RX, Motocross and Golf) and a new division within Oakley known as the Icon Sports Division, which consists of Arnette, Ray Ban, Revo and Fox Eyewear.
LEARN A SNOW SPORT MONTH PICKS UP MORE GOVERNOR PROCLAMATIONS
The Learn a Snow Sport Month (LASSM) promotion is picking up steam with seven state Governors signing proclamations declaring January a great month to learn a snow sport and more are expected. Governors John E. Baldacci of Maine and Edward G. Rendell of Pennsylvania have joined governors from Utah, New York, Washington, Oregon and Colorado who previously signed similar proclamations. Glen Plake is the national spokesperson for LASSM.
“I’m thrilled to be the national spokesperson for Learn a Snow Sport Month,” said Plake. “After years of doing my own Down Home Tour, I’ve seen how important it is for children and adults to learn the right way and just have fun on the snow. I urge the industry to support this effort.”
Resort associations representing 32 states and more than 300 alpine resorts or Nordic centers are part of Learn a Snow Sport Month as are SIA, NSAA, PSIA-AASI and CCSAA. Click here for more information. Suppliers can get involved in a number of ways. Click here to view the A PR tool kit.
Promoting the effort will help spread the word to consumers. Consider the following:
- Post the LASSM logo or a banner ad on your consumer Web site
- Alert your rep force about the initiative
- Encourage reps to work with retailers doing in-store promotions during January using a “bring a friend” message or branding a January sale as a “Learn a Snow Sport Month” promotion
- Consider creating Learn a Snow Sport Month hang tags for the 2011 program; place your own banner ad on the Learn a Snow Sport Web site this year
Industry media is supporting the initiative by running “Bring a Friend” Learn a Snow Sport Month full page ads gratis in their January issues and on their Web sites. For further information, contact MJTarallo@snowsports.org.
THE WORD ON THE SLOPES
SIA would like to wish Klaus a very happy birthday! Klaus has been attending the SIA Show since 1955. Yesterday, industry icon Klaus Obermeyer celebrated his 90th birthday. To celebrate Klaus’ 90th birthday and the many accomplishments of Sport Obermeyer, a special celebration is planned in his hometown of Aspen including a retrospective and photo exhibition that will sit in Aspen’s Gondola Plaza. The photo gallery creates a visual timeline depicting the history of Klaus Obermeyer and the worldwide brand he created, from the early 1940s to the present. The photo gallery will remain in Gondola Plaza through December 6, 2009.
Additionally, a special birthday party was held at the Sundeck atop Aspen Mountain on Wednesday, December 2, to celebrate Klaus’ milestone. Over 200 locals, industry VIPs and Klaus’ many family members and friends were invited to enjoy strudel, share their favorite Klaus stories, hear a yodel and take a run down Aspen Mountain with the man of the hour leading the way. Click here to learn more about the celebration.
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: USMC seeking a large ski purchase. Attn. Ski suppliers we received a request from the USMC for help in supplying our troops with the latest in ski equipment. Click here for more information….Shaun Corette was named a Top Washington Lawyer for 2009 in the most recent edition of Washingtonian magazine. Shaun was honored as a "Globetrotter" for his skill as an international lawyer….For the 4th year, EuroSIMA (the European Boardsports Industry Manufacturers Association and the WSF (World Snowboard Federation) open the winter season with the World Snowboard Day! Click here to learn more…FUEL TV, the only network dedicated to the lifestyle of action sports, is proud to announce the release of its newest Signature Series Network ID featuring the creative work of graphic designer UPSO. Click here to read 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 learn more…Head USA is pleased to announce that Andrew Couperthwait has been named Wintersports Product Manager. Andrew will be responsible for ensuring that Head delivers the best performing products to its network of retail, resort, and rental partners across the country. Click here to read more…There are additions to the Briko alpine skiing team: this winter, Bode Miller, Benni Raich, and Swiss athlete Dominique Gisin will join the elite of speed disciplines by Jamaican Errol Kerr. Naturally, Peter Fill is also still part of the Briko team. Click here to read more…The Winter Park-Fraser Valley Chamber of Commerce named Gary DeFrange, President and COO of Winter Park Resort, the 2009 Citizen of the Year. The honor, awarded annually to a citizen exhibiting exemplary dedication to community service, was presented to DeFrange at a dinner ceremony at Deno’s Mountain Bistro. Click here to read more…CHAOS Headwear and Vail Valley Foundation (VVF) continue their collaborative sponsorship agreement for the fourth year. Click here to learn more… The National Ski Patrol and PHAT, a ski helmet advocacy program supported by Vermont Children’s Hospital at Fletcher Allen Health Care, has formed a partnership to promote increased use of helmets at the nation’s ski areas. Click here to learn more…Klymit, an innovator in outdoor technology, is proud to announce that its NobleTek insulation technology is a winner of the Popular Science 2009 “Best of What’s New” award. Click here to learn more… The North Face®, the world’s premier supplier of authentic, innovative and technically advanced outdoor apparel, equipment and footwear, today announced the Denver, Colorado, launch of PlanetExplore, a new online community that connects people to the outdoors in meaningful ways by serving as a hub for local outdoor activities and events. Click here to learn more...Snow sports in the news: Washington Post; It's ... snowtime!, click here to read…Washington Post; Winter gear: Tech-savvy products and cold-weather classics, click here to read…Washington Post; I learned to take it all in stride, click here to read…Wall Street Journal; Forget Fleece? Wool Makes a Comeback, click here to read.
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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