SIA News 4.9
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COULD LOW INVENTORIES RESULT IN SCARCE SUPPLY IN THE SNOW SPORTS MARKET THIS SEASON?
Although snow sports sales were flat overall in November, inventories were significantly lower than historical averages. November snow sports sales slowed in both chain stores and in specialty shops in November, particularly in equipment categories. Online sales continue to rise as they have for the past 3 seasons and now surpass chain store sales by more than $75 million. Reduced cash flow and difficulty obtaining credit last season resulted in conservative sell-in and lower inventories this season. Overall, inventories in specialty shops were 5% lower in units compared to the same time last season. If sales pick up as expected in December and January some products, particularly best sellers may become hard-to-find. When all sales channels are considered, sales increased 1% in dollars season to date. November sales were very sluggish but December has promise as all indications of holiday sales activity are positive.
Internet sales include online retail that is from “clicks only” retailers who do not have a physical location open to customers, and “clicks and bricks” retailers that have both a physical location where customers can shop and online sales where customers can “click to buy.” Internet sales now account for 27% of all snow sports sales (not including carryover) and equipment leads the increases.
Season to date growth online:
Alpine equipment – 28% increase to $ 19 million
Nordic equipment – 24% increase to $1.3 million
Snowboard equipment – 22% increase to $18.5 million
Randonee/AT equipment – 35% increase to $2.5 million
Alpine apparel – 17% increase to $101 million
Snowboard apparel – 46% increase to $16 million
Despite flat market performance overall, inventories for most product categories were significantly lower compared to levels measured in November 2008. Overall, inventories were 5% lower in units and 3% lower in dollars compared to the same time last season. In fact, inventory levels increased in just two categories of snow sports products compared to last season, Randonee/AT equipment inventory units were up 15% and cross country ski equipment inventory units were 5% higher.
Inventory declines in units:
Alpine ski equipment down 8%
Snowboard equipment down 4%
Alpine apparel down 3%
Snowboard apparel down 8%
Apparel accessories down 6%
This season, lower inventory levels are the result of low sell-in not increased sell-through. Sell through for all snow sports products in specialty was 19%, about the same as November 2008 and November 2007. If sales picked up this December as anecdotal information indicates, low inventories at retail could limit consumers’ choices in the mid and late season. Items like rocker snowboards, mega fat skis, shell and insulated parkas and helmets may become harder to find in January and continue to be scarce for the remainder of the season.
Traditionally, snow sports sales for the month of November account for just 14% of all dollars sold during the snow sports season. Season to date sales for November (August through November) represent about 20% of total season sales and the snow sports market is on track to exceed last season’s total sales of $2.8 billion. Early indications for December are very positive and December typically accounts for more than 30% of the snow sports season’s sales.
For more detailed information and analysis of the snow sports market in November, click here for the Executive Market Summary.
The market data presented in this report comes from the SIA Retail Audit conducted by the Leisure Trends Group. Each season, Leisure Trends gathers snow sports market data between August 1 and March 31 from a representative panel of more than 1,200 snow sports retailers who provide sales data directly to Leisure Trends from their Point of Sale systems. The panel and the method for extrapolating the results out to the entire industry is based on a triennial census of snow sports retailers designed to accurately define the size and structure of the snow sports retail marketplace. SIA maintains these data for members down to the product level. For more information about SIA’s Retail Audit information please contact Kelly Davis, SIA’s Director of Research at KDavis@snowsports.org. |
CELEBRATE THIS YEAR’S RETAILER AND REP OF THE YEAR WINNERS
This year the SIA Awards Ceremony will be held on Friday, January 29th at 6P in the Colorado Ski Country USA Central Lounge and Food Court on the Show floor.
We will be presenting the SIA U.S. and Canadian SnowSports Regional Retailer of the Year awards, as well as the SIA U.S. and Canadian Regional Rep of the Year awards at the ceremony. These awards are voted on by their peers in the industry in acknowledgement of the great job they do by creating exceptional relationships, helping promote snow sports and move new product.
Once the Show closes, come over and grab a beer and celebrate the awards winners with us! Congratulations to all of this year’s winners. Click here to learn more about the SIA Awards program and to view the winners.
GOOD SNOW CONDITIONS NATIONWIDE CONTRIBUTE TO EXCELLENT TURNOUT FOR 15TH ANNUAL WINTER TRAILS
Nearly 90 venues, the most in five years, held their Winter Trails events on Saturday, January 9, 2010. Thanks to good snow conditions in all parts of the county, none were cancelled due to lack of snow for the first time in several years. A few events will take place later in the month, with the Estes Park, CO location scheduled for Saturday, January 16. It is a month earlier than usual this year since it is part of the Estes Park Winter Festival being held over Martin Luther King weekend. A complete list of venues is posted at WinterTrails.org.
Early indications from events, held January 9, show increases in attendance over last year’s turnout. The Weston Ski Center outside Boston reported more than 1,000 participants evenly split between snowshoeing and cross country skiing. The snowshoe-only event at Liberty Mountain, near Gettysburg, PA, drew approximately 225 children and adults. Also, Ft. Snelling, MN reported a turnout of 1,230 people.
Locations nationwide included alpine resorts, Nordic centers and national parks. Organizers expect that the final tally will exceed last year’s total participation of 10,500. Winter Trails celebrated its 15th season this year and is the snowshoe/cross country component of Learn a Snow Sport Month, being held during the entire month of January. The program enables children and adults new to snow sports to try snowshoeing and/or cross country skiing free at participating venues.
Check out LearnaSnowSport.org for alpine ski and snowboard learning programs.
SUPPORT THE WINTER FEELS GOOD 50 FOR 50 RAFFLE
Fifty prizes worth approximately $20,000 are being raffled off to raise funds for the Winter Feels Good (WFG) youth education outreach program. The goal is to raise $50,000 to continue developing educational materials and information that helps get youths involved in snow sports. The program was founded in 2003 as part of SnowSports Industries America’s 501C-3 Education Foundation. A $10 investment, the cost of ONE raffle ticket, can go a long way in growing snow sports.
Prizes donated by 9 resorts and more than 20 suppliers include a five day trip to visit the 2002 Olympic Winter Games venues and interconnect in Utah, a five day trip to Smuggler’s Notch in Vermont and a two day trip to visit the 1932/1980 Olympic Winter Games venues in Lake Placid. Alpine skis, cross country skis, snowboards, snowshoes, boots, helmets, poles, goggles, jackets, gloves, and headsets also are being offered. Raffle tickets are $10 each. Participants can purchase more than one ticket and win more than one time. Click here to learn more.
“It’s so important for kids, and also adults, to learn the basics of snow sports”, said Glen Plake, noted snow sports industry icon who serves as spokesperson for the industry’s Learn a Snow Sport Month program. “Having a little training even before you get to the snow really lays the groundwork for a good experience.”
The Winter Feels Good initiative is targeted toward “adult influencers of children” or those who can play a role in getting youths involved in snow sports. The award-winning Winter Feels Good Web site is used by activity and recreation professionals as well as parents and scout leaders. More than 5,000 WFG Learning Module CDs have been distributed to schools and community groups throughout the U.S. affecting approximately 2.5 million youths.
Click here for a list of sponsors for the 50 For 50 Raffle.
LEARN A SNOW SPORT MONTH LIVE ON THE TODAY SHOW
Glen Plake made an appearance on the Today Show on Monday, January 4 as national spokesperson for Learn a Snow Sport Month. In the segment, Plake "taught" Hoda Kotb, co-anchor for the 10A hour, how to ski. The piece was filmed December 5 at Camelback in Pennsylvania's Poconos.
Kotb had skied only once and was admittedly a little nervous. By the end of the photo shoot she said she had a great time, even though she fell. She previewed the actual airing on her show the day after the event at Camelback.
As part of their "tongue-in-cheek" approach, producers had a double dressed as Kotb catching air and hocking tricks with Plake to make it seem like she caught on "instantaneously". Kotb's show blends humor with adventurous experiences. Plake and his wife Kimberly spend a lot of time visiting smaller resorts promoting the fun of snow sports.
"Skiing isn't a sport, it's an activity", Plake tells Kotb during the segment. "You don't have to be that good to have a good time."
The segment and the shoot generated a lot of media coverage for Learn a Snow Sport Month which runs through January 31 at participating resorts and Nordic centers. Click here to view the segment.
EDUCATE THE CONSUMER: TIPS FROM VIKING SKI SHOP’S OWNER, BOB OLSON
This year Viking Ski Shop was awarded the North central 2009 U.S. Retailer of the Year Award. They also won in 2006. Bob Olson and his wife, Carol, have owned the business for the past 18 years. Viking Ski Shop has earned a reputation as the place to shop! Skiers and snowboarders, from beginners to elite racers, rely on Viking for not only the best equipment and clothing, but the best service as well. Olson and his staff offer decades of experience to their customer, starting with Olson himself, who joined the business just after it opened in 1966. His full-time staff includes employees that have worked with him for 20, 25, and even 42 years. Some of his part-time employees have been with the business for over 20 years. Viking recently opened our 2nd location in Barrington. Bob took some time out to give us his opinion on the industry and how we can work together to grow our industry.
SIA: Why are you in this industry and how did you get started?
Bob: I started shortly after I got married at age 20. I broke my wood skis and found a place to repair them in Chicago. I was an electrician at the time so I did some work for owners and we became friends. Shortly after I started working in ski shop two of the owners wanted to sell their stock in Viking and I bought a small interest. Over the years other partners left Viking and 18 years ago Carol and I became sole owners. Like most of us, we worked in this sport because we loved the sport and still do. Our son Steven now works with us.
SIA: What does winning the SIA Retailer of the Year Award mean to you?
Bob: Viking has been lucky to win this award before and each time it still thrills me. Being recognized as a top shop by the industry makes us feel we did the best job we could do for our customers. I sincerely appreciate the Viking staff being recognized for their hard work.
SIA: How can the industry get more people on snow?
Bob: The number one answer is to get involved in schools, we use to do the “ski it to believe it program,” which exposed kids to the sport.
We need to make it easier for schools to take kids to the areas. Teachers need to get perks and also information on running trips, insurance information, and information on proper dressing and rental of equipment. It’s more NSRA responsibility but we all need to get more people into sport. The hassle with airlines is taking its toll on snow sports; we need to make it easier to get people to the hills or mountains.
SIA: What can retailers, suppliers and reps do to do better business?
Bob: This question could take a week to answer. We all need to work harder to get people to ski/board. I am old but the industry hasn’t changed in selling products. In Softgoods I think we are the only ones trying to sell clothing at retail. Consumers are being educated everywhere, even on Nightline, on how to get a deal. At a 40/50 % margin you can’t give a 40% discount and that’s what the consumer wants.
As an industry, we haven’t educated the consumer about proper fitted and sized equipment and properly canted boots or tuned skis/boards; so many just buy products at ski swaps etc. I think this is the supplier job. It should be the retailer to sell properly fit product. We change products too often and in many cases for no reason which makes retailers buy less and more closeouts in market.
SIA: What does the SIA Show mean to you as a retailer?
Bob: SIA does so many things for the industry but I don’t think we use these benefits enough as retailers. I just run out of time myself. The SIA show is still the best place to see it all as a preview for next year’s products/ clothing. A retailer can accomplish a lot by seeing the products, meeting key supplier people, etc.
CHECK YOUR COAT AND BAG AND WIN A NEW COAT AT THE SHOW
The 2010 Show will be SIA’s first year to offer a complimentary coat & bag check. The Coat & Bag Check, sponsored Outlyne Activewear, will be conveniently located on the street level of the Colorado Convention Center and open to anyone with a Show Badge. Attendees will be able to retrieve and store their items as many times as you like during a day.
Along with sponsoring the Coat & Bag Check, Outlyne Activewear will be hosting a vintage coat contest. All you have to do to enter the contest is use the complimentary Coat & Bag check, sponsored by Outlyne Activewear. Drop your vintage jacket or a cool photo of you in your vintage jacket off at the Coat & Bag Check sponsored by Outlyne Activewear any morning at the Show and at the end of each day the Outlyne Activewear Swiss & U.S. team will pick a winner for that day for to win a new outfit from Outlyne Activewear. You can win a new jacket from Outlyne Activewear valued at +/- $800. Check your closet, check your old photo albums and come check-in at the Outlyne Activewear coat check. We look forward to reminiscing with you and checking out what you pull out of your closet. And don’t worry, all jackets and photos will be returned to you at the end of the Show.
“Everyone at Outlyne is excited to be a part of the snow sports community here in the U.S. market, specialty products for specialty shops,” said Tammy Carrigan, Sales North America.
Outlyne Activewear will also be debuting their new winter collection at the SIA 2010 Snow Show this year, introducing the latest in mountain fashion wear from the Swiss Alps. The collections guarantees maximal comfort when wearing, as well as the highest levels of functionality and captivate through stylish panache. Outlyne Activewear is clearly oriented towards the outdoors, driven by the passion for the mountains, but the brand still to retain its urban roots. The Outlyne Activewear wearer takes many paths, from New York City to the Rocky Mountains. Stop by booth #1367 to checkout Outlyne Activewear’s new winter collection.
Contact Tammy Carrigan, at 970.736.0238 or Tammy.Carrigan@outlyne.com, for more information regarding adding Outlyne Activewear to your shop for the 10-11 season.
NEW CONSUMER FEDEX DISCOUNT PROGRAM FOR SHIP YOUR GEAR!
It’s full blown winter around the country so skiers/riders are heading out for holiday weekends and winter/spring breaks. When they do, don’t forget to encourage your customers to Ship Their Gear! SIA’s Ship Your Gear program is targeted to influence the behavior of air travelers that shipping gear is easy, affordable and hassle free.
NEW this year is the first-ever FedEx Discount Program for our skiers and snowboarders. SIA has negotiated a consumer discount on shipping of up to 16% off select FedEx Express® services, up to 8% off select FedEx Ground® services and up to 15% FedEx Ground service to Canada processed through FedEx Ship Manager® at fedex.com or FedEx Ship Manager® Software. This program is open to consumers eligible for a U.S. based FedEx account.
We will officially announce the new Ship Your Gear FedEx Discount Program next week with a co-branded online enrollment site at fedex.com/shipyourgear along with new posters, ads and talking points.
Stay tuned for more details on how your customers can Ship Their Gear via FedEx! Check out snowsports.org/shipyourgear or SIA’s consumer site, snowlink.com/shipyourgear to learn more.
THE WORD ON THE SLOPES
Keep SIA in the know of what’s going on in the industry! To welcome the SnowSports Industries America (SIA) Snow Show, which will bring up to 17,000 people to Denver for the world’s largest snow sports retail show from January 28-31, 2010, the Mile High City is staging a new event billed as “The World’s Largest Après Ski + Ride Party.” The event is presented by The Denver Post. Click here to learn more…Freshly frosted mountains provided the perfect snowy backdrop for the 2nd Annual Ladies Nordic Ski Expo at the Trapp Family Lodge in Stowe, VT on Jan 9th. Click here to read more…. Adventure Eye Video Systems is announcing a wide angle Snow Camera Goggle at SIA 2010. Click here to learn more… January 23, Ski Sundown will be hosting the Bill Johnson Memorial Vertical Challenge to help support the 1984 Olympic Men's Downhill Champion, who sustained a severe traumatic brain injury while racing in 2001. Click here to read more… ISPO (Internationale Fachmesse für Sportartikel und Sportmode) is the 4-Day International Trade Fair for Sports Equipment and Fashion, and has been an annual event for the past 40 years in Munich, Germany. Products and companies awarded the ISPO Brand New Award are considered THE barometer of future trends in sports. This year, Spark R&D was among 350+ applicants for the award. Click here to read more…. FUEL TV, the only network dedicated to the lifestyle of action sports, announces the premiere of season seven of “The Captain And Casey Show” and season three of “FUEL TV presents Camp Woodward” this January. Click here to learn more…. Montana Sport North America, distributor of Crystal Glide Finish ski and snowboard service machinery, is pleased to announce the addition of Green Wax to their menu of backshop supplies and materials. Green Wax is a premium organic ski and snowboard wax made from all natural ingredients. Click here to read more…. Colorado Ski Country USA (CSCUSA) and its 22 member resorts are celebrating January as Learn to Ski and Ride month. To mark the month, resorts around the state are offering lessons taught by industry professionals at reduced prices and are hosting special programs for skiers and riders wanting to improve their skills, whether beginner or advanced. Click here to read more…. In what seems like a blink of an eye Nikita Clothing has approached a milestone 10 year anniversary in 2010. There’s hardly been enough time to sit back and recall just what an achievement that is however a perfectly fitting tribute to the celebrations began in September 2009 with the opening of Nikita’s first flagship store in Reykjavik, Iceland. Click here to read more…. While vacationing in Aspen, CO on Monday, December 28, Heidi Klum and Seal took the kids ice skating – and their children Leni, Johan and Henry were wearing crazeeHeads® helmet covers! Click here to read more…. POW Gloves is pleased to announce their new and expanded USA sales force. For the first time ever, POW Gloves has sales representation coast-to-coast, with many of the best sales reps in the biz! Click here to read more…. Chaos Headwear was honorably selected as the SIA On Snow Demo headwear for 900 attending retailers and staff. The hat program is a part of the grand launch for the first on snow demo for the snowsports industry. Click here to read more…. The Board Retailers Association (BRA) wrapped up another productive year, and announced changes and additions to thier Board of Directors they know will help take our organization and our retail initiatives even further in 2010. Click here to learn more…. This season 35 skiers from the U.S., Canadian, Australian, Swiss and Chinese teams chose Full Tilt Ski Boots' 3-Piece design to carry them through aerial and mogul competitions during the 2010 Vancouver Olympic Games. Click here to learn more…. For the second straight year, Christy Sports has partnered with Denver Parks and Recreation and Winter Park Resort to provide free snowboard and ski rental gear to underprivileged youth at the Ruby Hill Rail Yard. Click here to learn more…. Ski New Hampshire, the statewide association representing 36 ski resorts around the state, adopted the Make-A-Wish Foundation of New Hampshire as its official charity four years ago. As part of this partnership, $5 from every Ski NH 5th grade Snowsports Passport is donated to Make-A-Wish. Click here to read more…. Toyota Tsusho Corporation, who is a leading technical fabric supplier in Japan, will launch new 2010 fabric collection at SIA in Denver in January. Click here to read more.
GOLD NUGGETS
Lindsey Vonn was in classic form this month. In Val d'Isere she won the super combined, was third in the super G, then after the holiday she landed in Haus where she won everything, sweeping the location's three events. ... Lacy Schnoor, Jeret "Speedy" Peterson, Hannah Kearney and Patrick Deneen struck the big one in Steamboat Springs as each locked in an Olympic spot at U.S. Olympic Trials. ... Daron Rahlves notched the first podium of his season, taking second in St. Johann. ... Kikkan Randall was an animal at U.S. Cross Country Championships, sweeping every event and putting everyone on notice that she is the best. ... After earning his spot in Vancouver at U.S. Olympic Trials in Steamboat Springs Johnny Spillane went to Europe and after a series of close calls for the podium, he won his first nordic combined World Cup in Oberhof. ... The Sprint U.S. Snowboarding Grand Prix blew up in Mammoth with Kelly Clark and Shaun White landing their Olympic spots. Gretchen Bleiler and Danny Davis took steps toward Vancouver also as both won as well. ... Nate Holland and Lindsey Jacobellis kicked off the European leg of the SBX World Cup circuit off right, both winning in Bad Gastein and getting a step closer to their Olympic dreams…Click here to read more.
WHERE TO WATCH
Event TV coverage is listed below. All broadcasts noted in ET.
Jan. 17, 4:00 p.m., Versus, U.S. Snowboarding Grand Prix -Halfpipe, Mammoth
Jan. 17, 5:00 p.m., Versus, Paul Mitchell Progression Session, Mammoth
Jan. 23, 1:30 p.m., NBC, Visa Freestyle International-Moguls, Deer Valley
Jan. 24, 4:00 p.m., Versus, Visa Freestyle International-Aerials, Deer Valley
Jan. 24, 5:00 p.m., Versus, Nature Valley Freestyle Challenge-Moguls, Deer Valley
Jan. 24, 3:00 p.m., NBC, U.S. Snowboarding Grand Prix - Halfpipe, Park City
Jan. 30, 3:00 p.m., NBC, Nature Valley Freestyle Cup, Lake Placid
Jan. 31, 5:00 p.m., Versus, Visa Freestyle International-Moguls, Deer Valley
Jan. 31, 6:00 p.m., Versus, U.S. Snowboarding Grand Prix- Halfpipe, Park City
Feb. 7, 3:00 p.m., Versus, U.S. Snowboarding Grand Prix- Halfpipe, Park City
Feb. 7, 4:00 p.m., Versus, Nature Valley Freestyle Challenge- Aerials, Lake Placid
Feb. 14, 5:00 p.m., Versus, Nature Valley Freestyle Cup- Ski Cross, Lake Placid
Feb. 14, 6:00 p.m., Versus, Nature Valley Freestyle Cup- Moguls, Lake Placid
Universalsports.com continues to broadcast live Web and same-day coverage of your favorite world Cup competitions. Watch online free at universalsports.com.
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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