SIA Newsletter

Denver Time – 60+ Educational Sessions, Clinics, Exhibits, and Presentations at the 2015 SIA Snow Show


From keynote inspirations to segment-specific exhibitors and clinics, the 2015 SIA Snow Show (January 29-Febraury 1) abounds with educational opportunities that will round out your annual immersion in the snow sports industry. Each year SIA pulls together dozens of marketing, merchandising, category and sales experts to make their on-the-ground tips and guidance available to buyers, retailers and reps.

For complete listings and descriptions of the educational opportunities at the at the 2015 SIA Snow Show, go to

“In addition to the engaging individual seminars offered throughout the show about topics ranging from media relations to growing participation, the industry is pulling together this year to provide collections of content and education in dedicated areas of the Show,” said Debbie DesRoches, director of trade show.

Amy PurdyIt all starts with INDUSTRY + INTELLIGENCE on January 28, a day of free market intelligence, keynote inspiration and access to the annual forum for the mountain tourism industry, The ASSEMBLY. Category Research Seminars and the initial results of the Downhill Consumer Intelligence Project (DCIP), presented by SIA’s Director of Research, Kelly Davis will kick off the day. Keynote addresses include 2014 Paralympic Bronze Medalist Amy Purdy and Brad Montgomery presenting, Profiting from Happiness to punctuate the day’s seminars on increasing sales, connecting with customers, strategic use of social media, product development and more. Brad MontgomeryThe Birds and the Bees of Production series and Growing Snow Sports- Attracting Today’s Time-Starved Consumer will feature leaders from the retailers, resort, supplier and rep communities, are some highlights from the day, as well as the Wealthy Retailer series, which offers a free assessment at the beginning of the day and then guides retailers through various tracks that will help them improve their bottom lines and decision making.

“The Wealthy Retailer series has been incredibly successful helping independent retailers understand the keys to being cash positive, profitable and most of all sustainable in this constantly changing retail world,” said Scott Smith, presenter and Canadian Retail Solutions general manager. “The series starting with a self assessment hit the key areas snow sport retailers must address to compete and rise out of the shadows of the big box chains.”

Take your pick of over 50 more seminars going on during the Snow Show, find the daily schedule here.

NEW to this year’s line-up of 60+ educational sessions is the production-oriented series to be held inside Sourcing Snow. Topics include Picking the Right Line With Your Intellectual Property Strategy, Outside-In Planning: Tools and Techniques for Strategic Line Planning, Why, When and How to Develop an IP Strategy Appropriate for Your Business, Snow Sports Trends and the Fashion Industry’s Influence, and Tools for the Fuzzy Front End of Product Development as well as sessions focusing on trends and specific product technologies.

More info at

Retailers that needs tips on helping your customers discover the Nordic lifestyle have Show floor access to the NEW Nordic Center presented by Cross Country Ski Areas Association, where a Nordic product expert will always be available to discuss your merchandising and sales questions about one of the most accessible and financially feasible segments of the snow sports industry. 2015 participants include Alpina Sports Corp., Atomic USA, Inc., Crescent Moon Snowshoes, Endurance Enterprises, Fisher Skis US, Madshus, One Way Sport USA, Rossignol, Salomon USA, Swix Sport USA, Inc., and TOKO.

Seminars-group“The Nordic Center is designed to give buyers and media a comprehensive overview of the touring market and opportunities. With product samples from all of the Nordic suppliers and the data from SIA, this is a great place to learn more about the Nordic market and finalize a plan for working the Show and on-snow testing,” said Ryan Green, Rossignol.

More info at

At Rental World/Backshop, Uniform Gallery on January 30 at 1P, join SAM Magazine for their Industry Power Panel of boot-fit gurus who will reveal how to get renters into the right size and right frame of mind in the most efficient way possible in a presentation Fitting Rental Boots: The 5-Minute Miracle. This year this curated section features more than 50 exhibitors, showcasing the latest hardgoods rental equipment, displays and accessories, backshop tools and uniforms. More info at

In addition to connecting and recharging, come to the Blue Bird Social Zone for 16 illuminating presentations on a range of topics from digital marketing for small business to web traffic conversion. New this year is an expert styling session with designers, media and industry influencers who know best “how to wear it” for the alpine, freeski and après categories – audience participation is encouraged!

Steve Sulin“I attended the seminar ‘Building Brand Awareness and How to do it Through Media.’ Definitely worth the time to learn about this, with great takeaways to bring back to the shop. And I loved that it took place in the Blue Bird Social Zone; it was a good atmosphere for it.” Steve Suitland, buyer, Pinnacle Sport, Stowe VT

More info at

This year’s Backcountry Experience is the industry launch of the Backcountry Starts Here (BSH) campaign where retailers, reps and the media can learn more from the American Institute for Avalanche Research and Education (AIARE) professionals, athletes and guides including Chris Davenport, Greg Hill, Lynsey Dyer and Jeremy Jones. Each day, Backcountry Experience hosts retail clinics, panel discussions, happy hours with the pros, in addition to supporting content structured around the basics of the Backcountry Starts Here campaign. Whether you are a longtime backcountry enthusiast or are starting this season, you are encouraged to learn more during the Snow Show at Backcountry Experience.

Lou RosenfeldThe goal of the BSH program is to use peer-to-peer education to reduce avalanche fatalities by changing perceptions of avalanche risk and backcountry behavior in young, skilled skiers and riders with immediate intentions to enter backcountry terrain. More info a

“I think it’s so important to have these (backcountry) discussions and hear from the experts and get everyone talking. Very helpful from my perspective to attend this seminar because I do all I can in my shop to help educate my customers, so the more education I can get at the Show, the better.” Lou Rosenfeld, owner, Lou’s, Calgary BC

Additional information and updates to the seminar listings can be found at the INDUSTRY + INTELLIGENCE section of the Snow Show website at, and at the Show seminar listing page at Follow SIA on Facebook and join the conversation about INDUSTRY + INTELLIGENCE on Twitter using #SIA15intel.