SIA http://www.snowsports.org SNOWSPORTS INDUSTRIES AMERICA Thu, 21 Sep 2017 21:54:05 -0400 en-US hourly 1 https://wordpress.org/?v=4.8.2 The Word on the Slopes http://www.snowsports.org/the-word-on-the-slopes-20/ Wed, 26 Aug 2015 11:15:15 +0000 http://www.snowsports.org/?p=14667 LoveYourBrain Partners with Vew-Do Balance Boards to Bring Greater Balance to People with Traumatic Brain Injuries The LoveYourBrain Foundation announced that it has partnered with Vew-Do Balance Boards to provide a fun and innovative way for people with traumatic brain injuries to improve their balance, and their lives. “I have been using Vew-Do balance boards...

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Kevin Pearce, Vew-DoLoveYourBrain Partners with Vew-Do Balance Boards to Bring Greater Balance to People with Traumatic Brain Injuries
The LoveYourBrain Foundation announced that it has partnered with Vew-Do Balance Boards to provide a fun and innovative way for people with traumatic brain injuries to improve their balance, and their lives. “I have been using Vew-Do balance boards ever since I started snowboarding and they have been very beneficial in my recovery from a traumatic brain injury,” said Kevin Pearce, co-founder of the LoveYourBrain Foundation. “After a TBI, everything becomes unbalanced. Not only your mental state but also your physical state. I am really excited about developing new balance boards tailored specifically for the TBI community.”
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Patagonia to Cease Purchasing Wool from Argentinian Supplier Ovis 21
Patagonia has halted its wool purchases and vowed to rebuild its supply chain following a disturbing PETA exposé. After PETA posted a disturbing report featuring videos of mistreatment of sheep by Argentine ranchers that supply the company with merino wool, Patagonia has stated that they will not buy wool again until they can assure their customers of a verifiable process that ensures the humane treatment of animals.
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American Dream ski slope construction.After Years of Hurdles and Roadblocks, America’s First Indoor Ski Slope Gets Green Light to Complete Construction
In New Jersey’s Meadowlands, a massive, unfinished construction project has been lying dormant, waiting for the funding to complete a huge and controversial project. Dubbed the American Dream, real estate developer Triple Five’s indoor complex will include an indoor ski slope, ice rink, shopping mall and other attractions. On August 13, a state bond was approved to help the project move forward. The road to this point has been very rocky, and many in the area are still unhappy about tax breaks and government subsidies that have helped this project become a reality.
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In Memoriam

Ian FergusonIan Ferguson, a member of the Colorado Ski and Snowboard Hall of Fame, died July 14, at age 78. Born in Lancaster, NH, he grew up skiing. He attended Vermont Academy and the University of Vermont, ski racing on both ski teams. Ian graduated in 1960, and in the following year joined the Head Ski Co, based in Timonium, MD. In 1969, he moved to Boulder, Colorado, as director of the ski division for Lange/Dynamic. In 1974, Ian joined the staff of SKI Magazine, Times Mirror Magazines.

Retiring in 2000, Ian remained very active in ski-related causes. He served on the Boards of the Colorado Ski Museum and the International Skiing History Association, as well as supporting the University of Colorado Ski team and Athletics. He was inducted into the Colorado Ski and Snowboard Hall of Fame in 1997. Ian was an active presence at the SIA Snow Show Alumni meetings and he will be missed by everyone here at SIA, as well as everyone in the snow sports community.
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Ed Chase with the Mahre brothers.Ed Chase, a winter sports industry legend and ski technician for Olympic and World Cup champions, died on August 17 in Branford, Conn., with family by his side, after a five-year-long battle with cancer. He was 64 years old. He attended Berkshire, graduating in 1969, and went on to Middlebury College in Vermont, where he was a member of the Class of 1973. He was a member of the Middlebury College Snow Bowl Ski Patrol.

Ed began his career with a brief stint at Olin Skis before moving on to K2, where he spent nearly 20 years, first in race services with the Mahre brothers and later as promotions coordinator and sales representative. Following his years with K2, Ed would go on to work as a sales rep with Volant Skis, Swix, Maui Jim sunglasses, Tecnica, Blizzard and, over the past few years, Salomon alpine and nordic gear and FlyLow apparel. Ed became one of the most respected and beloved figures in the winter sports industry. Once news of his death got out, Facebook lit up with tributes from those whose lives and careers he had touched over the years. Plans are in the works for a memorial event for Ed – or more properly in this context, Sleez – at the next Snowsports Industries America trade show in Denver, scheduled for late January 2016.
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Member News

RIDE Snowboards Welcomes Dan “Danimals” Liehdal to Pro Team
RIDESnowboards, a proven leader in the industry for more than 20 years, welcomes Dan “Danimals” Liehdal to its Pro Team. Hailing from Eden Prairie, Minnesota, Danimals’ effortless style and rock-solid mentality make him the perfect addition to this team of dynamic and versatile riders.
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Patagonia Partners With Buffalo Ranchers to Restore the Great Plains
Patagonia Provisions has launched a groundbreaking partnership with Dan and Jill O’Brien of Wild Idea Buffalo to conserve and restore the grasslands of South Dakota, while producing a delicious, sustainably sourced Buffalo Jerky. This is the latest addition to the company’s food line designed to create positive change in the food industry.
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Fischer Skis Bolsters US Team
Fischer Skis US LLC, a family-owned global leader and supplier of snowsports products, announced today the restructuring of the USA organization. Among the many moves that seek to better position the brand for success in the very competitive market, additions to the product, promotions and internal team were outlined.
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Tim Weisser Joins Smith as West Coast Sales Manager
With nearly 30 years in the action sports industry, Tim Weisser joins Smith as the new West Coast Sales Manager for its Sports/Outdoor Lifestyle Channel.
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Smith Names Ben Cruickshank as New Communications Manager
Effective immediately, Smith is pleased to announce the appointment of Ben “Benny” Cruickshank as Sport Channel Communications Manager.
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Outdoor Tech® Keeps Electronics Juiced and People Stoked with Newly Expanded Kodiak Collection
With adventurers, commuters and the tech-obsessed in mind, Outdoor Tech® has expanded their line of rugged portable power with the newly assembled Kodiak Collection – a trifecta of handheld, device-charging magic. Building upon the success of the original Kodiak ($49.95), a fully waterproof, dustproof and shockproof portable power bank, Outdoor Tech® has now released two new rugged versions to form the collection: the pocket portable water-resistant Kodiak Mini ($24.95) and the slim profile waterproof Kodiak Plus ($99.95).
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Salomon grows international team with two top female athletes
Salomon, the leader in technical design and innovation in mountain sports, has signed Kalen Thorien and Liv Sansoz to the international athlete team. Thorien and Sansoz will represent thebrand’s alpine and outdoor product lines, including alpine hardgoods, apparel, protective and footwear.
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Internet Prepares for Dot Ski Takeover as StartingDot Announces Partnership with Scream Agency + Native Rank
StartingDot Ltd., the team behind the Dot Ski (.ski) domain name extension, announced today two Colorado companies as Agency of Record leading up to the September 8th launch of the world’s first top level domain for anyone with a passion for snow sports. Scream Agency, a full-service advertising and public relations shop will be spearheading PR and event relations, while partnering with Native Rank, a leading digital marketing firm, to tackle digital aspects of the campaign.
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Media house Teton Gravity Research (TGR) releases the trailer for Paradise Waits, the feature-length ski and snowboard film slated for a September 2015 release.
For those who anticipate winter’s arrival with frothing mouths and the dreams of what may come, this past year came with an unfamiliar set of struggles as perfect moments became more and more elusive. But for the TGR team, this only hardened their pursuit of winter’s rewards.
Read More

Planks Announces New Team Riders
This summer Planks is excited to announce the signing of three big new names to our Pro Team. Jib wizard Andy Parry, shred jedi Dale Talkington and style master Lupe Hagearty have all been added to our roster, each bringing their own unique style and personality to the brand.
Read More

Blizzard / Tecnica Strengthens Promotional Team
Blizzard / Tecnica revamps and strengthens their Promotional Team with newly appointed positions – two managers and three promotional coordinators, to support the pro, freeride and race communities. This new approach will allow the Blizzard / Tecnica team to be more focused and effective in addressing the needs of athletes throughout the country. Collectively the new Promotional Team brings over 50 year’s of first hand experience from World Cup racing and Freeride competitions to product development.
Read More

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The Next Generation of Reps: Our Annual Check-in With Some of the Industry’s Rising Stars http://www.snowsports.org/the-next-generation-of-reps-our-annual-check-in-with-some-of-the-industrys-rising-stars/ Wed, 26 Aug 2015 11:10:23 +0000 http://www.snowsports.org/?p=14663 At the end of each summer, we ask our SIA field reps, (Dave Wray, Reddy Kennedy and Ed Wray) to highlight a few sales reps they think are up and coming in the industry. And every year, we love to hear those reps’ stories – how they got to where they are, their work ethics,...

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At the end of each summer, we ask our SIA field reps, (Dave Wray, Reddy Kennedy and Ed Wray) to highlight a few sales reps they think are up and coming in the industry. And every year, we love to hear those reps’ stories – how they got to where they are, their work ethics, their struggles and their triumphs. So once again, this August we present a look at some of the next generation of reps who really demonstrate the passion that drives success in this industry.

Miriam Mudrak lives in the Philadelphia PA area, and is the mid-Atlantic rep for Alp-n-Rock, Dale of Norway, Regina Boots, as well as selling her own brand, Wasem Designs. Tanner Rowe of Egg Harbor WI is the mid-western rep for Garmont Footwear, Combat FlipsPurnell ClothingSneeker Sheets, and Smelly Proof Storage Bags. Ben Dubay lives in Maple Grove MN and is the mid-western representative for Johaug gloves, Madshus skis, and Solda ski wax.

Here’s a glimpse into the lives of these rising stars of the sales rep world:

SIA: How did you get involved with being a sales rep, and how did you get to where you are today?

Miriam MudrakMiriam: On Black Friday 14 years ago, I walked into Danzeisen and Quigley in Cherry Hill NJ, and asked if they were hiring. I clocked in about 20 minutes later! I became Gretchen Quigley’s buying assistant, purchasing snowboard clothing. I loved it!! But after an amazing 5 years at D&Q I was itching to explore something new, and Chris Bremer offered me a position with him as a sub rep. I was interested in traveling, so Chris and I teamed up for 9 years selling Scott USA, Under Armour and finally Spyder. I could not have asked for better mentors in the ski industry as Bill and Gretchen Quigley and Chris Bremer. So much knowledge, passion for the business and diligence with customers! Last year, when I found out that my husband Adam and I were expecting our first little one, my husband quit his job and we took a leap of faith in starting our own sales agency. We now focus on more specialty European resort brands.

Currently, we represent Alp-n-Rock, Dale of Norway and Regina Boots.  Adam and I also started working with Capranea of Switzerland last year–growing sales for the entire US. Our goal is to have Capranea at SIA in 2017!! We were able to work for the brands that we have by reaching out to some of the brands directly and some were passed down through other reps as territories shifted.

I also have my own design business, Wasem Designs.  I design and hand sew one of a kind resort ski pillows, leather bags and belts. Currently selling in some of the top ski shops on the east coast and 2 high end resort stores in Switzerland. (The Rock Shop in Verbier and Lorenz Bach in Gstaad)

Tanner: I got involved in repping through my father.  He had owned a ski shop in the 70’s and when he sold it he started repping for a number of Tanner Rowebrands including Marker Bindings, Olin and Elan Skis, Reflex poles and bikes and others, so I grew up in the industry helping out at sales, demo days, and shows!

In 2003 when I was a junior in college my father picked up a start-up line called Keen Footwear.  The line grew fairly quickly and in 2005 there was a position open to enter into my father’s sales group as a Field Service Rep (FSR).  This was a great opportunity to get into the industry because it allowed me to meet dealers in the territory and talk to them about product without the pressure of sales numbers and deadlines as a first priority!

My evolution into sales came as our brands grew and I transitioned into a sub-rep position under Buy Design Sales Group.  I have now taken over the sales group as my father has retired.

Ben DubayBen: I took a different route into repping than most.  A few companies asked me to be their technical representative after I finished college, and that got me started in the business although I still had another primary job of managing a CNC machining company.  I did that for a few years and Madshus had an opening that I applied for.  With that, I started into being a sales representative, but still am running the CNC machining company as well.  Representing Nordic companies has come very easy to me and I find it rewarding to grow and position brands in the market.  I’ve been selectively adding brands to my product mix and am eventually going to form a representative group.

SIA: What is one of the most challenging things about your work?

Miriam: As a rep it’s challenging not finding enough days in the fall and winter months to squeeze in travel and home life. It’s a busy few months between clinics in September-October, Sales meetings in November and then trade shows from December through March! To top it off, at some point it seems we all grab a cold or bug through our travels. Christmas and New Year’s come and go very quickly in our business and we play catch up with family and friends in the summer. The other challenge that we have no control over is making sure we have great snow!!!

Tanner: The most challenging part of the job is managing ever tightening deadlines and trying to see and provide service for all of my dealers in a large territory with a fairly short time frame.  This also makes for a balancing act when trying to make time for your family!

Ben: The most challenging part of it right now is the work/family balance.  It is getting easier to achieve that, though, as the brands have grown and now that there is momentum behind them.  Madshus has become the fastest growing Nordic ski brand in the Midwest, Solda is poised to explode, and Johaug is going to make a splash in its inaugural year.

SIA: What do you enjoy most about your job?

Miriam: The winter sport industry isn’t just about skiing, snowboarding and selling gear. To me it’s is about building relationships, sharing experiences and bridging the gap between the companies and the end consumer. The brands that we work for all have a story to tell and I love spreading the marketing stories and technology to employees and the end consumer.  As a rep, I feel we have a chance to help shape the merchandising and culture in our dealers’ stores. I enjoy spending time with accounts and their customers to understand their needs and specific demographic.

Tanner: What I enjoy most about the job is making connections with all the great people in the industry, and of course, getting freshies in on the latest gear before anyone else has seen it!

Ben: There’s a few things actually.  Seeing new products come to market is always intriguing.  How they will be positioned and influence the status quo.  Working directly with consumers and introducing them to a brand that they weren’t aware of that solves fit issues they may be having.  Also, as I stated above, growing brands has been quite enjoyable as well.

Miriam MudrakSIA: Any last thoughts to add?

Miriam: Yes! This isn’t a job to me. It’s a lifestyle, it’s who I am. Ever since I can remember I have loved window shopping in Switzerland’s resort stores. (I’m dual citizen — I grew up traveling there once a year) and now I feel like I’m living a childhood dream as we bring the romance of the Alps and the backcountry style of The West Coast to our customers. It’s not about selling– it’s about spreading the passion, enthusiasm and lifestyle of winter sports!

A big thanks to Miriam, Tanner and Ben for taking the time out to share a bit of their insight into what it means to be a successful sales representative. Stay tuned to our new blog space, Snow Source, for Part Two of The Next Generation of Reps, featuring the Western Region, coming up soon!

Remember that reps at any stage of their career can find useful research, marketing and education resources at Snowsports.org/reps. And, as we all gear up for the season, make sure you stay on top of all the latest information about the upcoming 2016 SIA Snow Show by following #SIA16 on Facebook and Twitter.

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Protect Our Winters’ Letter to President Obama Offers Industry’s Support at Upcoming UN Climate Change Conference in Paris http://www.snowsports.org/protect-our-winters-letter-to-president-obama-offers-industrys-support-at-upcoming-un-climate-change-conference-in-paris/ Wed, 26 Aug 2015 11:05:08 +0000 http://www.snowsports.org/?p=14661 As many of you in the snow sports community are aware, Protect Our Winters (POW), with support from SIA and National Ski Areas Association (NSAA), has drafted a letter to President Obama regarding the 2015 UN Climate Change Conference in Paris. The letter has been signed by over 200 industry representatives and is set to...

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Protect Our Winter (POW) at the Capitol Building

As many of you in the snow sports community are aware, Protect Our Winters (POW), with support from SIA and National Ski Areas Association (NSAA), has drafted a letter to President Obama regarding the 2015 UN Climate Change Conference in Paris. The letter has been signed by over 200 industry representatives and is set to be hand-delivered to the White House in October by POW Executive Director Chris Steinkamp, as well as many POW athletes and supporters, and our president David Ingemie and NSAA’s public policy director, Geraldine Link.

The letter expresses the entire industry’s support for President Obama as he goes to Paris to face difficult negotiations with extremely high stakes for fighting climate change. We checked in with Steinkamp to see how Protect Our Winters is feeling about the sign-on turnout for the letter.

Protect Our Winters (POW)“We’ve got well over 200 signatures on the letter and that was our goal,” Steinkamp said. “We wanted to have the lion’s share of the market represented and to show our strength with the support of the entire industry.  We’re very thankful to everyone who signed on. The snow sports industry is a well-respected voice in this fight, and this letter will definitely be heard by the President before the negotiations begin.”

The 2015 UN Climate Change Conference in ParisThe 2015 UN Climate Change Conference in Paris is the 21st annual session of the Conference of the Parties (COP 21) begun by the 1992 United Nations Framework Convention on Climate Change. The goal of the Convention is for all countries represented to come to a legally binding agreement to reduce carbon emissions in order to limit the global temperature increase to 2°C above pre-industrial levels.

“This is the last opportunity the global community has to get this done,” Steinkamp said. “The UN Climate Change meetings have being going on for years and nothing binding has come out of them. We’ve kicked this can down the road several times, but now the window of opportunity is closing. Paris represents the greatest opportunity we’ve ever had to get a handle on climate change.”

The letter states to the President, “As you prepare for the 2015 United Nations Climate Change Conference in Paris, please know that the snow sports industry and professional athletes applaud your strong leadership on addressing climate change….Thank you for your efforts in Paris to secure our future through reduced carbon emissions, strong incentives for clean and renewable power and continued support of research on climate solutions. We know the stakes are high and that the negotiations are difficult, but in this eleventh hour, know that the full force of winter is behind you.”

Read the entire sign-on letter.

If you haven’t signed on yet, please do here: http://protectourwinters.org/climateletter.

“This is the big tipping point we’ve been waiting for since the Copenhagen climate change meeting in 2009,” Steinkamp concluded. “Nothing came out of that meeting, but this time the world must come together with a global agreement to reduce carbon emissions. Global average temperatures have already risen quickly, and we’ve got to limit that warming to at most 2ºC. This is our last chance, and we need the President to know that we, the entire snow sports community, stand behind him in this historic moment.”

See the entire list of signatures attached to the letter.

Luckily, there are examples of how some of the steps forward in past conferences have been effective. This bodes well for legally binding agreements that will hopefully be made in Paris. Check out this article posted on Protect Our Winter’s Facebook page showing how countries that adopted the 1997 Kyoto Protocol have consistently met or exceeded their reduction targets stated at that conference. “It’s possible and we have the data to prove it,” the Protect Our Winter post states.

Stay tuned to our new blog space, Snow Source, for news about Protect Our Winter’s hand-delivery of the sign-on letter to the White House in October. We’ll keep you posted on who will be there and how it will go down.

Meanwhile, get more information about the 2015 UN Climate Change Conference in Paris at the conference website: http://www.cop21.gouv.fr/en. For more information about Protect our Winters, follow them on Facebook and Twitter and go to their website at protectourwinters.org.

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How Many People Participate? The Answer Depends on Who, and When You Ask http://www.snowsports.org/how-many-people-participate-the-answer-depends-on-who-and-when-you-ask/ Wed, 26 Aug 2015 11:00:22 +0000 http://www.snowsports.org/?p=14683 How many people participate in snow sports?  It seems like a simple question with a straight forward answer, so why are there very different answers coming from several different studies.  Which one is right?  Why does the Physical Activity Council (PAC) data say there are 11 million downhill skiers when the National Sporting Goods Association...

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How many people participate in snow sports?  It seems like a simple question with a straight forward answer, so why are there very different answers coming from several different studies.  Which one is right?  Why does the Physical Activity Council (PAC) data say there are 11 million downhill skiers when the National Sporting Goods Association (NSGA) data says there are only 6 million?  Different studies use different definitions and methods and consequently, have widely varying results.

In order to understand how that can happen and why each of these studies are useful in our quest to understand who makes up the snow sports participant base, we have to look carefully at the differences in definitions and methodology.  SIA uses a number of different studies including the PAC and the NSGA participation reports and National Ski Areas Association’s (NSAA) Kottke End of Season Report on resort visits to get the clearest view possible of the number of participants, participant demographics, and long term trends in participation.

Research_pic_1b_082515One of the principal differences in the studies is how a participant is defined. The PAC study defines a participant as a person age 6 or over who participated at least once in a season.  NSGA defines a participant as a person age 7 or over who participated at least two times in a calendar year.  One of the main reasons the PAC participant count is so much higher than the NSGA count is the difference between one time in a season and two times in a calendar year.  In the NSAA Kottke End of Season study, participants aren’t counted, but lift tickets and passes are so that one lift ticket=one visit and estimates are provided based on a set formula for season passes.  These differences mean that a person who snowboarded once in December and once in January this season would not be counted as a participant in the 2014 NSGA study, but would be counted a person who snowboarded twice in the 2014/2015 PAC study and would have accounted for two resort visits in the NSAA Kottke study.

SIA Research uses all of these studies to better understand the participant base.  For example, we use the NSGA data as a general guide to long term participation trends.  We use the PAC data to tell us how many persons participate both on and off resort property even once in a season.  We also use the PAC study to understand the lapsed participant and to learn more about what other activities snow sports participants enjoy.  The NSAA Kottke study tells us just how many times those participants visited a resort in a season.  Each of these studies provides a valuable view of snow sports participation.

Here is a quick reference guide of the different methodologies for each of these studies:

The Physical Activity Council Study (PAC)

During January and February of 2014, a total of 19,240 online interviews were carried out with a nationwide sample of individuals and households from the US Online Panel of over one million people operated by Synovate/IPSOS. A total of 7,528 individual and 11,712 household surveys were completed. During April and May, another 19,000 interviews were conducted on seasonal participation.

The total panel is maintained to be representative of the US population for people ages 6 and older. Over sampling of ethnic groups took place to boost response from typically under responding groups. The 2014 participation survey provides a high degree of statistical accuracy. All surveys are subject to some level of standard error—that is, the degree to which the results might differ from those obtained by a complete census of every person in the US. A sport with a participation rate of five percent has a confidence interval of plus or minus 0.31 percentage points at the 95 percent confidence level. This translates to plus or minus four percent of participants.  A weighting technique was used to balance the data to reflect the total US population ages six and above. The following variables were used: gender, age, income, household size, region, population density and panel join date. The total population figure used was 290,001,000 people ages six and older. Snow Sports participant numbers were subjected to triennial rolling average summation to ensure accurate results in smaller categories and demographic projections.

PAC Report on Snow Sports Participants 2008/2009 to 2014/2015

Source:  SIA Snow Sports Participant Report, data produced by The Physical Activity Council

National Sporting Goods Association (NSGA)

For the study, an online panel maintained by TNS Global was used. The panel is balanced on a number of characteristics determined to be key indicators of general purchase behavior, including household size and composition, household income, age of household head, region and market size. In January 2015, sample members of the TNS panel were invited to complete the sports participation survey online. Respondents were asked to indicate the age and gender of all household members age seven and older, and provide the number of days of participation for 58 different sports.

The study results are based on approximately 35,000 individuals who are ages 7 and older. In order to ensure returns were representative of the U.S., the data was weighted to represent the demographic composition of the U.S. based on the following characteristics: state of residence, household income, and population density. The returns were then projected to 288,012,000 – the U.S. population age 7 and older in 2014. `

It is important to note that in basing estimates of a population on a sample drawn from that population, a degree of sampling error is possible. While a number of biases can affect the extent of sampling error, it is to a great degree dependent on the size of the sample.

The larger the sample, the more closely the estimate represents the total population.

A confidence interval is simply a range. A 95% confidence interval for the proportion of archers in the population is a range in which the estimates for the proportion of archers would fall 95% of the time, were the study to be done repeatedly. For example, in a particular year, the proportion of respondents who stated they participated in archery may be 2.9% (after weighting and projection). Thus, if we were to estimate the proportion of archers in the United States using 100 similar studies, 95 of those studies would yield an estimate within 95% confidence interval of 2.7%-3.1% (+/-0.2%) from the stated proportion. The confidence interval for measurement of the proportion of participants in each sport does not exceed +/-1.0%.

NSGA Long Term Snow Sports Participant Trends

Source:  NSGA Sports Participation Report

The National Ski Areas Association (NSAA) Kottke End of Season Report

The Kottke National End of Season Survey is designed to provide ongoing tracking of several key barometers of interest and importance to the ski industry. Response to this season’s questionnaire has been strong; the data presented reflect the participation of 168 of the nation’s 470 operating ski resorts. These 168 resorts account for 39.7 million downhill snow sports visits, which permits generally reliable estimates of national results to be made at this time.

NSAA Kottke Skier/Rider Visits

Source:  NSAA Kottke End of Season Survey

For more information about snow sports participation or copies of these studies, please contact Kelly Davis, SIA’s Research Director at KDavis@snowsports.org.

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The Word on the Slopes http://www.snowsports.org/the-word-on-the-slopes-19/ Tue, 04 Aug 2015 11:15:17 +0000 http://www.snowsports.org/?p=14493 Snowboard on the Block Festival Back in Downtown Denver 9/12; Tickets on Sale Now SNOWBOARDER and TransWorld SNOWboarding are pleased to announce the return of the third annual Snowboard on the Block Festival. On September 12th from noon to 9 pm, a section of Downtown Denver will once again transform into the back drop for...

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Snowboard on the Block Festival Back in Downtown Denver 9/12; Tickets on Sale Now
Word_2015 snowboard on the block festivalSNOWBOARDER and TransWorld SNOWboarding are pleased to announce the return of the third annual Snowboard on the Block Festival. On September 12th from noon to 9 pm, a section of Downtown Denver will once again transform into the back drop for Colorado’s largest snowboard season kickoff party featuring live music, snowboard film premieres, a pro rail jam and skate demos, an enormous gear sale and more.
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Historic Fenway Park to Host Big Air Contest in 2016
Word_Fenway Park big airSome of freeskiing’s (and snowboarding’s) heaviest hitters (pun intended) will be spinning, flipping and soaring throughout the iconic baseball stadium, come winter 2016, as USSA has confirmed that Fenway Park will host its first-ever big air competition on-field, February 11-12.
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SIA 2015-16 Snow Sports Industry Planner Dropping Soon

SIA 2015-16 Snow Sports Industry Planner

The industry’s year-round calendar is dropping early next week. Continuing an SIA tradition dating back to 1960, the 2015-16 SIA Snow Sports Industry Planner provides a comprehensive guide to 170+ events including snow sports trade shows, consumer shows, industry events, competitions, as well as important SIA/Snow Show dates and U.S./Canadian major holidays. Plus, some creative on the back for you to enjoy. Find the digital versions available at Snowsports.org/industryplanner and look for the printed version to arrive soon.

 

 

 

 

 

Member News

Media house Teton Gravity Research (TGR) releases the trailer for Paradise Waits, the feature-length ski and snowboard film slated for a September 2015 release.
For those who anticipate winter’s arrival with frothing mouths and the dreams of what may come, this past year came with an unfamiliar set of struggles as perfect moments became more and more elusive. But for the TGR team, this only hardened their pursuit of winter’s rewards.
Read More

Planks Announces New Team Riders
This summer Planks is excited to announce the signing of three big new names to our Pro Team. Jib wizard Andy Parry, shred jedi Dale Talkington and style master Lupe Hagearty have all been added to our roster, each bringing their own unique style and personality to the brand.
Read More

Blizzard / Tecnica Strengthens Promotional Team
Blizzard / Tecnica revamps and strengthens their Promotional Team with newly appointed positions – two managers and three promotional coordinators, to support the pro, freeride and race communities. This new approach will allow the Blizzard / Tecnica team to be more focused and effective in addressing the needs of athletes throughout the country. Collectively the new Promotional Team brings over 50 year’s of first hand experience from World Cup racing and Freeride competitions to product development.
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Nikita & Bonfire Snowboarding Under New Ownership: Pretty Great, LLC Adds Both Heritage Brands to Growing Portfolio
Pretty Great, LLC, and funding partner CRN officially announced today that it has acquired the Nikita and Bonfire brands from Finnish outdoor and winter sports company Amer Sports. Pretty Great purchased the brands as of April 1, and immediately assumed full creative control while the two companies cooperated through a 90 day business transition period.
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SASS Global Travel Announces ZEAL Week at SASS Argentina
Adventure travel company SASS Global Travel is excited to announce their new partnership with eyewear company ZEAL Optics. The two brands share common goals in terms of adventure, exploration and travel as well as sharing common markets in both the snow and surf worlds. ZEAL Week is the first installment of shared promotion going down at SASS’s flagship program, SASS Argentina during Session 5 (Aug. 29th – Sept. 5th).
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DPS Partners with POW for Special Edition Dreamtime Skis and Giving Campaign
DPS is proud to announce a partnership with Protect Our Winters (POW), the global nonprofit fighting climate change founded by renowned big-mountain snowboarder Jeremy Jones. During DPS’ yearly summer Dreamtime event, DPS will release their annual batch of Special Edition Pure3 prepreg carbon skis, which for 2015 will feature an embossed POW logo complementing limited edition ski artwork. For each pair of Special Edition skis sold, DPS will donate $50 to POW in support of their youth education efforts and public policy advocacy.
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Patagonia Debuts the World’s Most Advanced Baselayer
Patagonia today announced the breakthrough Merino Air Baselayer, a first-ever fusion of sustainably sourced wool and cutting-edge technology. Merino Air looks, feels and performs like nothing else on the market – it offers outstanding warmth, more breathability and better fit than conventional merino baselayers, while still maintaining the natural odor-fighting properties of wool.
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Descente Announces Partnership with Whistler Cup and Whistler Mountain Ski Club
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Smith Appoints Cale Meyer as New Promotions Manager
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Allison Duckloe Joins Franklin Retail Solutions in Marketing Associate Role
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2015 Summer Snowdown Gives Mainstream Media a Targeted Preview of 2015/16 http://www.snowsports.org/2015-summer-snowdown-gives-mainstream-media-a-targeted-preview-of-201516/ Tue, 04 Aug 2015 11:10:58 +0000 http://www.snowsports.org/?p=14486 We brought a glimpse of winter to New York City last week with our media-only showroom, the annual SIA Summer Snowdown. The picture perfect summer day lured dozens of journalists out of their offices to the airy Pillars 38 event space for a preview of the latest in snow sports gear, fashion and accessories.  Check...

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We brought a glimpse of winter to New York City last week with our media-only showroom, the annual SIA Summer Snowdown. The picture perfect summer day lured dozens of journalists out of their offices to the airy Pillars 38 event space for a preview of the latest in snow sports gear, fashion and accessories.

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Seirus Innovation Never Summer Vans

 Check out additional images from SIA’s 2015 Summer Snowdown.

Each July, we host the Summer Snowdown in midtown Manhattan, where New York City-based journalists from television, magazines, newspapers and online mix, mingle and meet with SIA Members to preview the upcoming Fall/Winter season’s products and trends for all things snow.

RAMP Sports returned to the Snowdown for a fourth year, and Mike Kilchenstein, founder and CEO, said it was a great success. “We love it because this is one of the rare times we speak to publications outside of the industry, so we really appreciate that opportunity. A lot of times the journalists want to write about what’s new so we always try to bring something different, like this year it’s our sports team graphics, and people seemed very interested in that. We’ve had five seasons in business now, and it’s a pivotal season for us, so we’re happy we have a chance to share our story with non-endemic media today.”

Steve Mazzucchi, managing editor of mademan.com, has been coming to the Snowdown for several years and says he enjoys the opportunity each summer to reconnect with what’s going on in snow sports. “Being based in New York, it’s easy to lose track of what’s going on in the ski and snowboard world, and as an avid snowboarder I look forward to this as a quick sneak preview of all the cool gear coming out. It’s great to see what’s on the horizon and make new contacts. It gets me excited about winter – every year I come, I think I’m just going to pop in, and hours later I can’t tear myself away.”

This year’s Summer Snowdown attracted 67 media in-attendance, representing 83 media outlets:

All You | American Detour | Big Black Book | Bloomberg | Bloomberg Newsroom | Bravo | C-Net/CBS Interactive | CBS News | CNBC | Complex | Conde Nast | Cool Hunting | Cosmo | Daily News | DailyBurn | Departures Online | Details | Digital Trends | Esquire | ESPN | ESPN RISE | espnW | Essence Magazine | Everyday Health | Examiner.com | Family Circle | Formula 4 Media | Gizmodo | Glamour | Good Housekeeping | GQ | Greatist.com | Hemispheres | Huffington Post | InStyle | Jetsetter | Laptop | Lonely Planet | Lyra Magazine | Macaroni Kid | Madaeman.com | Marie Claire | Maxim | Men’s Health | Men’s Journal | Mental Floss | Mood of Living | MTV Stylist | Muscle and Fitness Hers | Natural Health | New York Times | New York Post | Nylon Guys | O, The Oprah Magazine | Organic Spa | PC Magazine | Penthouse | People Style Watch | Popular Mechanics | Popular Science | Real Simple | Self | SGI Weekly Intelligence | SHAPE | Skiing History | SNOW magazine | Sports Illustrated for Kids | Sports Insight | Sports One Source | stylecaster.com/hearst | Tech Crunch | That Girl at the Party | The Active Times | Thrillist | Travel + Leisure | Travel Channel | Traveler | Urban Milan | Vanity Fair-International | Vogue | Women’s Health | WWD

Eighteen SIA member brands were showcased at this year’s Snowdown as well as three snow sports non-profit organizations including Abom, Apex Ski Boots, Armada, Bring A Friend Challenge, Dakine, Faction Skis, Giro, Learn to Ski and Snowboard Month, MyPakage, Never Summer Industries, Obermeyer, Quiksilver, RAMP Sports, Roxy, Seirus, Transpack, Turtle Fur, VANS, VOORMI, Watson’s and Winter Trails.

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Whitney Brownie and Josh Pombar, Turtle Fur SIA's Lori Crabtree and mademan.com's Steve Mazzucchi Giro's Brendan Murphy

Giro Brand Manager Brendan Murphey said the trip to New York was absolutely worth it. “We came here to New York City because it’s a great opportunity to get in front of a lot of mainstream media. For us the return on investment is incredible, because a lot of these magazines are places we can’t advertise. So to get exposure in magazines like Men’s Journal and Popular Science is huge for us. And it’s a great networking event as well, to help promote our brand and our products.”

Timm Smith, chief marketing officer at Voormi,said he appreciated the opportunity to stay in front of the media year round. “It makes a big difference to us that SIA goes the extra mile to support their members year round – because while we’re all winter based, at the end of the day we’re on 12 month editorial calendars. It really is a unique service. To be able to have the engagement of SIA throughout the year keeps us in front of the media, and keeps us more relevant throughout the year. That’s a big deal.”

Josh Pombar, marketing director at Turtle Fur, said he thought the Snowdown was a great opportunity. “This is our first year at the Snowdown and it has been excellent. There seemed to be a good number of people interested, and a good flow. Since we haven’t done a lot of this it was also a good opportunity for us to come in and work on our pitch and hear what the journalists want. What a great opportunity to build those relationships with non-endemic media, at the end of the day I think we did that in spades and we’re really happy with it.”

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Timm Smith and Chris Dickey, Voormi Giro Gabrielle Porcaro Women's Health

Andy Miller, marketing and communications manager at Armada said their debut at the Snowdown was well worth the time. “This is our first year here, and we’re really excited about the reception we’ve gotten from the media side. We’d like to raise our profile in front in front of the types of outlets that are here – the active magazines, the more mainstream, non-endemic publications, so this was a perfect opportunity. It’s been great- the RSVP list is super, we’ve had lots of traffic, great attendance, and a great location.”

Gabrielle Porcaro, fashion market editor at Women’s Health, found the event to be very helpful in planning her winter sports stories. “I’m a fashion editor but I cover athletic and outdoor as well. I find this event very valuable because you’ve put everything in one room for me. I’m covering fashion ten months out of the year, and then when I need winter sports, I have a curated view to help me come up with stories and products I need. Men’s brands like MyPakage, or hard goods, like RAMP’s team-licensed skis and snowboards, they’re perfect for the gift guide, and then obviously the women’s fashion, like Obermeyer and Roxy, that’s huge for me.”

Danica Carey, marketing manager for Seirus Innovation, and John Brice, Seirus Innovation PR consultant at Snow Sports PR, said the day was a big success for them. “What a great day! This is our fourth year here and we always feel like we get a lot of good coverage from it. SIA does a tremendous job of bringing in a great mix of consumer media you otherwise aren’t going to have in one room.”

Never Summer Marketing Manager Jenna Malmquist said that Snowdown is a must for their company because they consistently get great media hits from it later in the fall and winter. “We got a really good variety of people coming through, and we’re looking forward to seeing what comes out of it. We had a lot of women’s magazines come by and they really were interested in the Onyx, our women specific design, they liked that. Also Sims was a big story for us and people were interested in that. We always get something good from coming here, so now we have to just wait and see what comes of it.”

Each year, the Summer Snowdown is timed when non-endemic media are looking for trends, articles and ideas to shape their winter coverage and editorials. It’s been a creative event to get authentic winter brands into the consumer marketplace. The 2016 SIA Summer Snowdown is planned for July 13.

“The Summer Snowdown is a great vehicle for our members to reach top consumer media in a short amount of time. We realize many companies are working on tight budgets and limited staff, so we strive to make it a turnkey experience where they can focus on pitching their products to media,” commented SIA Marketing & Communications Director Mary Cecile Neville.

Huge thanks to all of the SIA Members who took part in the Snowdown and the media who attended to help make the day a success! Find additional information about the Summer Snowdown at Snowsports.org/snowdown, and read more about the 2015 Snowdown at SIA’s blog spot, Snow Source.

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Kim Walker of Outdoor DIVAS Takes the Helm in Vail, Continuing the Legacy of Jeannie Thoren’s Women’s Ski Center http://www.snowsports.org/kim-walker-of-outdoor-divas-takes-the-helm-in-vail-continuing-the-legacy-of-jeannie-thorens-womens-ski-center/ Tue, 04 Aug 2015 11:05:53 +0000 http://www.snowsports.org/?p=14479 As Thoren steps down, the country’s first ever women-only ski shop will live on as Outdoor DIVAS When we heard at the 2015 SIA Snow Show that Kim Walker was taking over the reins at Jeannie Thoren’s Women’s Ski Center in Vail, we were excited to know the legacy of the first women-only ski shop...

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As Thoren steps down, the country’s first ever women-only ski shop will live on as Outdoor DIVAS

Jeannie Thoren and Kim Walker celebrate Thoren's-induction to the Ski Hall of FameWhen we heard at the 2015 SIA Snow Show that Kim Walker was taking over the reins at Jeannie Thoren’s Women’s Ski Center in Vail, we were excited to know the legacy of the first women-only ski shop would continue.

Thoren has solidly claimed her spot as a ski legend, cemented by her induction into the Ski and Snowboard Hall of Fame last spring. Walker has been an authority on women’s ski retailing for over 15 years. There could be no more perfect fit to transition the shop in Vail.

In order to fully understand the significance of this event, we knew we needed to get the bigger picture of how and why the country’s only women-specific ski shop came to be, and what the future holds for both women.

So we headed out to Boulder to visit Outdoor DIVAS, which Walker has owned and run with her husband Mike Callas since 2002. Outdoor DIVAS Kim Walker at Outdoor Divas in Bouldersells skis in the winter and does expert women’s boot fitting, along with supplying Boulder area women with the gear for any outdoor adventure, year-round. It is a similar version of what Thoren was doing in Vail, but not ski-only, and it’s the only other shop we know of in the country that does women-only ski gear in any capacity.

Outdoor DIVAS also runs various clinics and races throughout the year and has a great following of Boulder outdoorswomen who rely on the shop for the all-important mix of fashion and woman-specific function. The space is colorful and eye catching, and at this time of year, the great array of summer gear made us want to head for the hills on a trail run ASAP.

It was a gorgeous, sunny Colorado day, so we sat outside the shop with Walker as we got in touch with Thoren by phone. Thoren and her husband Tom Haas had already left Vail and headed to Minnesota, where they have a summer house. Haas developed some medical issues recently that made it difficult for him to be at altitude, which is the reason for their current retirement from retailing. When Kim got Jeannie on the phone, we were able to have a great chat about the next chapter for both women.

 Outdoor Divas front windowOf course the first thing to discuss was how happy Jeannie is about Kim and Mike taking over the shop. “We know that they will do the best job. They are the ones that already have the experience. They have the vision. Tom and I couldn’t be more thrilled that they will keep the shop going, because it’s so important to us.”

“What I really want is for this women’s ski shop never to go away,” Thoren said. “Because I really believe that it is the future. We are the first, but we are just the beginning. All the women I have seen in my clinics over the years, they didn’t want to settle for an ill-fitting boot or a ski that won’t allow them to improve. Women these days don’t want to settle for anything and shouldn’t have to. They want to grasp everything that this sport has to offer and we want to be there to help make that happen.”

Thoren has been a crusader for women’s rights to properly fitting equipment ever since she started skiing back in the 50’s, and while we were on the phone she gave us some background about how the shop in Vail came to be.

The History
Jeanie Thoren the early yearsThoren explained that when she started to ski there was no women-specific equipment. She began to customize her own equipment and saw a direct connection between her gear and the improvement in her technique. Soon she was on a mission. “In 1981 I held my first women’s gear clinic, at Buck Hill in Minnesota. And eventually this grew to around 70 per season, across the country, from 1988 to 2006. I traveled around with a van full of skis and boots, helping women see that the correct equipment could make a world of difference.” Over the years, her “Thoren Theory Women’s Ski Equipment Seminars” helped thousands of women throughout North America to improve their skiing.

SIA research director Kelly Davis is one of those women who has been helped by the Thoren Theory clinics. “I remember when Jeannie got in there and did a proper boot fitting for me, it was a revelation,” Davis said. “My feet didn’t hurt, and I could feel the ski under my boot so much better. It was easier to turn. When we got out on the hill and she showed me what a difference it could make, I was blown away.”

This is what you hear from women across the country who have been helped by Thoren, and it’s why she is known as the “Johnny Appleseed of Women’s Skiing.” She has truly planted the seed for thousands of women to grow as skiers.

Alongside her clinics, Thoren worked with the ski companies to develop women-specific gear. In 1986, she worked with Blizzard to design the first-ever women’s ski. While traveling the country with her clinics, she also worked as a marketing consultant and wrote for Skiing Magazine, popularizing her mantras that “women are not small men” and that women’s equipment can’t just follow a “shrink it and pink it” method. While working for Dynastar Lange, she designed the woman-specific Exclusive Carve Ski which was SKI magazine’s ski of the year in 2007.

The Shop
As Thoren tells the story of opening her shop six years ago, it feels like an adventure. “I had just finished working as a women’s category manager for Dynastar Lange,” she said. “I was doing a clinic at Buckeye Sports, in Cleveland, and when we were leaving, the owners of the shop, Jim Armington and his wife Cheryl, said, ‘If you ever wanted to have your own ski shop, you go find it. We’ll back you.’”

“Tom and I got in the car and he said, ‘Did you hear what I heard? Did he really say that?’ And I said ‘Yes!!’ So we called Heidi Bintz who I used to do clinics for at Double Diamond in Vail, and who is also a realtor. That’s how I found the location at Chair 8 and the Gondola. We wanted to be in that exact location so women could test skis and boots right outside the door.”

Jeannie and Tom with Skilogic Edelweiss skis“That’s how we started. It was just a song and dance and people that believed in us and backed us. They said, ‘You’re the ones that know what you’re doing. Go ahead.’ And since then we have gained by 10-20 percent every year for six years. It shows the tremendous response we got from women who needed the personalized service and expertise that a women-only shop can offer.”

4-time Olympic skier Sarah Schleper lives close to the shop and was a frequent visitor. “The atmosphere of Jeannie Thoren’s shop was absolutely delightful,” she said. “In passing on my way home I would always want to stop and chat either about skiing or about anything. Jeannie and Tom are rays of light and that shop just lit up inside. I saw their shop as filling a gap for women in our town. Women who wanted great fitting boots, or alignment or skis specifically designed for women. Jeannie and Tom are masters in defining what a woman needs for her style of skiing, for her body shape and the esthetics that are so important to women.”

“I think Jeannie’s name is so big and she was adamant that the shop be passed on to business owners who know women and know skiing. They could not have found a better match with Mike and Kim and the Outdoor DIVAS crew. Things sometimes work out just right, and this is one of those things,” Schleper added.

It’s been a smooth transition as Walker takes over the Vail shop. “This summer it’s a Lolë pop-up shop. That’s the easiest way for us to get it going. We’ve had some busy weekends so far and it seems great. We’ll really get up and running in October or November. We’re hoping Jeannie will come out in December and help us out. Then we can develop a year round program and work on a schedule for clinics and events. We’re really looking forward to it,” Kim said.

The Future
Jeannie Thoren with her exclusive SkiLogic Snowflake skisJeannie enthusiastically agrees that she’ll be there. “I’m not retiring!” she exclaims. “I have a lot more work to do. I think that mentoring is one of the most important things we can do, and I believe that we need more women-only shops and women-specific gear to make skiing as accessible and enjoyable for women as possible.”

“Another area that I think needs work is in the rental market,” she added. “If a woman can’t get well-fitted rental boots then it’s game over and you’ve lost a potential addition to the consumer base. Not to mention the rest of her family. To me, that’s so tragic. The industry’s got to have women’s rental boots. It’s my new mission to kick some people in the hiney and make this happen. So, there’s a lot still to do. We’ve made a lot of progress, but we’ve still got a long way to go.”

Walker agreed that while progress has certainly been made in the industry, and continues to be made constantly, there is still a lot that can be done to help women skiers.

“You go back to the whole thing if momma isn’t happy, nobody’s happy,” Walker said. “Jeannie’s absolutely right. If your feet hurt and you’re cold and you’re miserable, why bother? I think we still need to change the industry. It is getting better, but I think trying to have a women’s ski center that’s focusing on women’s rentals and demos is really important. Something that is going to keep women in the sport so that the family stays skiing instead of going to the beach. You know, it’s still a dude-fest, as much as I don’t want it to be, and as much as I think it isn’t. It still is. But it has definitely changed and come a long way, thanks to Jeannie, for sure.”

The Support Crew
Mike Callas setting up the Vail shop in JuneWalker and Thoren give a huge amount of credit to the men behind the scene, their husbands Mike and Tom. “Mike is really the boot fitter for Kim and Tom is really the boot fitter for me, and that is key,” Thoren said. “We’re both so lucky that we had someone who believed in us, and also two males who didn’t have to get the credit. We get all of the credit. It’s always been Kim at Outdoor DIVAS and Jeannie at the Women’s Ski Center. They are really the guys behind us that keeping us moving.”

Both Tom Haas and Mike Callas are well known as expert women’s boot fitters, as well as trustworthy salespeople. “Over so many years of working only with women, they’ve learned how important it is to include the women in the buying and fitting process, and not to just have a guy say, ‘Here, take this. I love this one, you’re gonna love it.’ In fact, after the women would leave our shop and were thrilled with their boots, their husbands would bring their own boots in and ask Tom to help. We were always happy to do that. We’re equal opportunity,” Thoren joked.

Correct boot fit is a serious matter for Haas, and he agrees that the industry needs women-focused shops in order for women to stay in the customer base. “The ski industry is so male-centric that without a separate department or storefront that is exclusively for women, it is highly unlikely that the average women consumer will get properly fitting equipment. As an equipment based activity, your success in skiing is largely dependent on how well the equipment fits your physiology. Without a staff fully immersed and trained in the concepts of women’s physiology as it relates to ski equipment, it is much harder for the woman consumer to be properly outfitted for maximum success,” Haas said.

Kim Walker (middle) with Outdoor Divas staffBoth women agree that this formula is one that can be replicated in any mountain town, and should be. “Mentoring is so important for both of us. We’ve shown that women can do this, that it’s a necessary service for women to have a shop of their own so they can rent and buy well fitted equipment, and we want to help other women do the same thing. We hope it’s the wave of the future,” Thoren said.

In the meantime, the women of Vail as well as Thoren and Walker’s supporters across the country are thrilled to know that the Women’s Ski Center will live on in the expert hands of Kim Walker and Mike Callas.

As Sarah Schleper concluded, “Both Jeannie and Kim are role models for me as an aspiring mentor for women. Jeannie’s legacy continues to shine through our town, through our ski nation and through the world of women’s skiing. Kim is a woman with feeling, passion, creativity and heart for skiing, our town, and mostly for women in sports. This shop will continue to be a huge success in Lionshead and I wish them both nothing but the best.”

From SIA, a big thanks to Kim and Jeannie for a fun afternoon of chatting about women in retailing and the industry. Outdoor DIVAS in Vail is officially open with Lolë, and will feature a full ski inventory starting in the fall. We’re looking forward to visiting the renovated shop this winter. And of course, we can’t wait to see what Jeannie Thoren does next. We wish her tons of luck in her next endeavor and know that whatever form it takes, it will benefit women skiers everywhere.

For more information about Outdoor DIVAS, visit outdoordivas.com. For information about Jeannie Thoren, check out her bio at the Ski and Snowboard Hall of Fame and go to her website at jeanniethoren.com.

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SIA Research: Special Report on Snow Sports Participants Ages 13 to 25 http://www.snowsports.org/sia-research-special-report-on-snow-sports-participants-ages-13-to-25/ Tue, 04 Aug 2015 11:00:51 +0000 http://www.snowsports.org/?p=14452 In June of 2014 and again in February 2015, on behalf of SIA, Label Networks conducted studies of action sports participants including snowboarders and skiers that illustrate this specific age group’s behaviors, brand preferences, and reasons for loving, and not loving snow sports. The first of these commissioned reports was derived from Label Networks’ ongoing...

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In June of 2014 and again in February 2015, on behalf of SIA, Label Networks conducted studies of action sports participants including snowboarders and skiers that illustrate this specific age group’s behaviors, brand preferences, and reasons for loving, and not loving snow sports.

The first of these commissioned reports was derived from Label Networks’ ongoing longitudinal study of the youth culture marketplace that began in 2006 and were designed to uncover exactly how this group perceives skiing and snowboarding, how the youth demographic of 13 to 25 year olds changes over time and how the brands, influences, and perceptions of snowboarding and skiing have changed with the marketplace.

TResearch_Hawk_quote_080415he second SIA commissioned Label Networks report on Psychodemographics of Snowboarding and Youth Culture* was completed in late February 2015.  In this report Label worked with 13 to 25 years old snowboarders, skiers and non-participants to develop psychographic profiles.  This report captures attitudes about snow sports by gender and by region (West, Southwest, Midwest, Southeast and Northeast) with a more focused view of snowboarders.  This study does an excellent job of introducing us to participants and potential participants including quotes from each region and each gender, the words they most commonly use to describe their experiences on snow, what they think about snow sports in general, and other action sports they enjoy.

Key Findings:

  • Certain “sports” like snowboarding and skateboarding are considered “activities” and something that 13 to 25 years old just do as part of their lifestyle.  They may tell you they don’t participate in sports but you can find them skating and snowboarding.
  • When asked which snowboard or snowboard apparel brand they like best, 28% say Burton, 8% say DC, and 7% say NeffFox Racing, Roxy, Vans, Volcom, The North Face, Oakley and Hurley round out the top ten.
  • California is the place you will find the most positive attitudes toward action sports while those who say action sports are not part of their lives or express negativity toward action sports are most likely to live in the Southeastern U.S.
  • The Northeast is home to the most passionate skiers in the 13 to 25 age group.  Interestingly in this region, resorts that are one to two hours away are considered far away whereas a resort in that proximity in the West of Midwest would be considered close by.
  • Consistently, over the past 10 years, 13 to 25 year olds say the top factor that would make buying snowboard or ski equipment easier is if it were less expensive.  And “If I knew what to buy” was the second most popular factor (at 38%).
  • The top three reasons 13 to 25 year olds have not started skiing or snowboarding are;
    1. No resorts near me (33%)
    2. Too expensive (22%)
    3. Don’t know how to get started” (22%.
  • Providing cheaper and easier access to ridable (snowboard) terrain would convince 43% of 13 to 25 year olds interested in snowboarding to try it.  The second most popular item on that wish list is “someone to teach them.”
  • Price is the main thing 13 to 25 year olds would like to change about snowboarding and skiing, but surprisingly, 12% of snowboarders and 16% of skiers in this age group said the main thing they wanted to change are attitudes (about snowboarding and skiing ) among those who don’t participate.
  • 21% of snowboarders and 18% of skiers said the thing that concerns them most about the future of snowboarding and skiing is climate change.  After expense, it was the second most popular concern for both skiers and snowboarders. Concern over climate change has increased significantly over the past decades among members of the 13 to 25 year age group.
  • The desktop computer is an obsolete device to this age group, 50% shop, and 65% interact on social media exclusively on their smart phones and tablets.
  • More than 90% have a Facebook page, 81% have a YouTube account, 76% have an Instagram account, 72% have a Twitter account, and 54% are on Tumblr.

Perhaps the most interesting aspect of this work by Label Networks is the ability to see how the youth market changes over time.  Most of the persons who were subjects in 2006 have moved beyond this age group so we get a view of a complete generational turnover.  Maybe one of the best examples given to illustrate this is the statement “There’s even some confusion we’ve discovered among young people in 2014 who think that Tony Hawk is a video game character, not an actual ex-pro who landed the first 900 in an X Games competition.”  Each successive generation seeks its own identity and puts their own signature on lifestyle trends.

Bottom line, we must keep our eye on this demographic to stay ahead of shifts they inevitably will bring to our marketplace.

*If you are a member of SIA and would like to get copies of the reports SIA commissioned from Label Networks, please contact Kelly Davis, SIA’s Director of Research at KDavis@snowsports.org or by phone at 703-506-4224.

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The Word on the Slopes http://www.snowsports.org/the-word-on-the-slopes-18/ Thu, 25 Jun 2015 12:15:13 +0000 http://www.snowsports.org/?p=14134 SIA and TransWorld Business Introduce The Sessions @ SIA This year at the Snow Show, Transworld Business and SIA came together in a new way to kick off The Sessions @ SIA, a full video series featuring some of the most inspiring industry leaders, including founders, athletes, retailers, and top execs, revealing the passion behind their...

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SIA and TransWorld Business Introduce The Sessions @ SIA
This year at the Snow Show, Transworld Business and SIA came together in a new way to kick off The Sessions @ SIA, a full video series featuring some of the most inspiring industry leaders, including founders, athletes, retailers, and top execs, revealing the passion behind their businesses, what’s driving innovation, and sharing valuable insight on the state of our sport. The first interviews we are excited to roll out are with 686, Dakine and Jones Snowboards.

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Chris DavenportCongrats to Chris Davenport on his 100th CO Peak!
After nine years and over 350,000 vertical feet, POW Board Member Chris Davenport successfully climbed and skied Colorado’s 100 tallest peaks.
Photo: Ian Fohrman
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Board Member Changes, Programs Approved and David Ingemie Honored by NSAA
Earlier this week, SnowSports Industries America (SIA) welcomed three new members to their Board of Directors during SIA’s annual spring meeting, held in conjunction with the 2015 NSAA (National Ski Areas Association) National Convention & Trade Show (May 3-6) in San Francisco, California. SIA’s newest directors include Erik Snyder…
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House Narrowly Passes TPA Trade Bill
The U.S. House of Representatives last Thursday took the first step toward resuscitating the White House’s trade agenda by passing legislation granting President Obama fast-track authority. The bill now goes to the Senate, where the White House and GOP leaders are seeking to strike a deal with pro-trade Democrats.
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Member News

MyPakage Launches #Permissiontoplay Photo Contest with Grand Prize Surf Trip to Costa Rica
In a nod to its fun-filled heritage, MyPakage is rewarding fans for getting after it this summer with the return of the Permission To Play contest. Whether you’re soaking up rays on the lake, adventuring in the woods, partying with friends, jumping out of airplanes, swimming with dolphins or dancing up a storm, MyPakage is giving away a 13-day trip to Costa Rica from Beach Travellers as the grand prize.
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Turtle Fur Hires New Reps in Eastern Great Lakes: Michigan, Ohio, and Indiana territories.
Turtle Fur has expanded the responsibility of Randy and Cindi Downs to include the entire territory for the Eastern Great Lakes for the states of Michigan, Ohio, and Indiana.
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Turtle Fur Rep Donalda Day set to retire after 25 years.
Donalda Day has announced her retirement from Turtle Fur after 25 years as our Rep Turtle covering Southern California, Arizona and Southern Nevada.
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Explosive Sales Fuel Outdoor Tech® Management Hiring Binge
Outdoor Tech®, makers of rugged Bluetooth audio devices and portable power things, hired four new managers this month to oversee the company’s product expansions and sales.
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Freyja Canada Inc. Appointed Official Exclusive Distributor for Icewear
Freyja Canada Inc. is very pleased to announce that we are now an official and exclusive distributor for the renowned brand, ICEWEAR.
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Turtle Fur Rep Sharon Marxen set to retire after 23 years.
Sharon Marxen has announced her retirement from Turtle Fur after 23 years as our Rep Turtle covering Northern California and Northern Nevada. Sharon has agreed to stay on through the 2015/16 season and continue to act as our ambassador in the territory.
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Turtle Fur Hires New Director of Marketing
Turtle Fur has hired Josh Pombar as Director of Marketing (aka the Chief Marketing Turtle).
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NuORDER iPad App Updated with Barcode Scanning Feature
NuORDER, the #1 B2B eCommerce Platform, is excited to announce the release of its newest feature: barcode scanning.
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Rocky Mountain Underground Creates New Apparel and Accessories Line
Rocky Mountain Underground, manufacturer and innovators of award winning, hand made skis, released today their new apparel and accessory line of products all made in the USA. Rocky Mountain Underground (RMU) is committed to keeping their products at the highest level of US-based manufacturing and the benchmark for top-quality…
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Webrooming: The Emerging Consumer Behavior You Need to Know About http://www.snowsports.org/webrooming-the-emerging-consumer-behavior-you-need-to-know-about/ Thu, 25 Jun 2015 12:10:20 +0000 http://www.snowsports.org/?p=14136 As an update to last year’s series on Showrooming, we present a new trend in consumer behavior: Webrooming. A new study of U.S. consumers, conducted by professional services firm PricewaterhouseCoopers, shows that a majority of consumers are now shopping with this method – they’re doing their research online and then heading to stores to make their purchase. While...

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Happy long-time Alpine Ski Shop customerAs an update to last year’s series on Showrooming, we present a new trend in consumer behavior: Webrooming. A new study of U.S. consumers, conducted by professional services firm PricewaterhouseCoopers, shows that a majority of consumers are now shopping with this method – they’re doing their research online and then heading to stores to make their purchase.

While this should make specialty retailers feel better, it also presents a challenge. It means your employees need to have more (or at least as much) knowledge than a customer who has done a lot of research before they’ve arrived in store. It also means that all your online channels need to be consistent and up to date in order to bring the customers to your store – after all, they’ve looked at every site out there that can give them information and pricing on the item they want – they’ll come to you if they see your information lines up with theirs, because you will be showing that you have the same expertise as they do.

In our Showrooming series, many retailers across the country shared the ways that they were rising to the challenge of the new order in retailing. Here are some of the tips they shared, which support the above conclusion made by PWC’s study.

While the issues with the new order of retailing vary in every shop across the country, shop owners and managers agree that the solution remains the same: stay consistent online with pricing, offer outstanding service, and sell the lifestyle of our sport in a way that the internet can’t.

Chirs Bunch, Alpine Ski ShopChris Bunch, co-owner of family-owned Alpine Ski Shop in Sterling VA said, “Things are changing in retail, but it is not generally a huge problem for us, mainly because the MAP policy protects us. I’m a huge fan of MAP. Now, customers might find last year’s boot online, and there’s not much you can do about that. I’ll price match whenever I can in that situation.”

“Customer service is where you’re going to combat the effect of the internet,” he said. “We sell our service and our ability to go beyond the sale, and that makes the difference. It’s the extras, like expert boot fitting and knowledgeable staff that keep people coming back to the store.”

Bunch said his Junior Trade in Program has been the most important factor for his store in building loyalty and retaining a strong customer base that comes back year after year. “It’s huge for us. It brings the kids in each season, and while the actual trade-in program isn’t a huge profit maker, the extras that go along with it are. You’ve made loyal customers out of the parents, and as the kids grow into adults they’re buying gear each year. It’s helped our business tremendously.”

In the end, he says he knows the new shopping behaviors are not going away and he is accepting of it. “This is the reality. In the end, you sell your customer service and you match the price where you can. You don’t get beat.”

Sig Fossum, SporthausAt Sporthaus, in Yakima, WA, owner Sig Fossum said his plan to bring customers into his store includes price matching as well as customer education. “We see customers comparing prices on their phones quite a bit, and you simply have to match the prices; that’s the norm these days,” he said.

Fossum posts signs outside and around his store letting people know that they will match prices. “19 out of 20 times we’ll be able to match it. There’s a perception out there that everything is cheaper on the Internet. That’s what we’re trying to educate people about; that’s what we’re fighting,” he said.

“Obviously providing a knowledgeable sales person to a customer is one of the best ways to build a loyal customer base,” Fossum added. “We can educate the customer about the gear in a more in-depth way. If you can get them into a conversation and find out what they really need, you can get them involved in the sale in a way that the internet can’t.”

Raul Pinto, Satellite Board ShopRaul Pinto, co-owner of Boulder’s Satellite Board Shop, says the first thing he does to bring customers into the shop is to make sure his employees are the most knowledgeable out there, and the most passionate about what they do. “Our customers know we’re experts and we can say with confidence that we picked the best stuff. Satellite customers are considered tastemakers in the same way our shop is considered a tastemaker, and we want to offer the things that help them promote their individuality and be first on a trend. They know they can trust our staff to help them be a part of the lifestyle and lead them on a progression in their sport.”

Pinto takes it a step further by ensuring that his shop offers ideas and a feel the internet can’t. He says it’s important that the shop reflects the total lifestyle aspect and shows customers the merchandise in an innovative way. “Overall the interior of the store is special because it was all custom built by us. There’s nothing standard or re-merched into the scheme, because we’re selling the Satellite experience,” he adds.

Satellite Board Shop“We try to merchandise the store with multiple brands in a way that have cohesion in each grouping while hopefully speaking to different types of customers. We hope this way of looking at the merchandise helps promote the individuality of that customer and they feel they’re getting something special by being shown the merchandise in a different way. There will be things that we see that go together, like a mountain look vs street wear, but we can also cross over certain items that will speak to a customer in a new way. The difference is that you might see these same things on stacks and racks somewhere else, but here it’s on display.”

Cross channel behavior research to pruchase

The best news about the new trend of Webrooming is that the data shows that traditional brick and mortar stores are not becoming obsolete. In our category, shown above, we’re not as bad off as some industries, not as good as others, but at least it shows that a big group of our consumers want to visit a store at some point in their path to purchase.  And so, even in the digital era, those expensive store leases are still playing a critical role in driving sales – as long as we keep hold of what makes our specialty shops special in the first place: expertise and passion for the sport.

As Pinto concluded, “I think it’s down to the people who genuinely love the sport and the lifestyle of it. And it’s impossible to have that lifestyle that people are looking for in any environment other than the shop that is right there in the middle of it.”

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Never Summer’s Jenna Malmquist and Chris Harris on Never Summer’s Story, Making Sims Boards, and Staying Righteous http://www.snowsports.org/never-summers-jenna-malmquist-and-chris-harris-on-never-summers-story-making-sims-boards-and-staying-righteous/ Thu, 25 Jun 2015 12:05:02 +0000 http://www.snowsports.org/?p=14110 We recently toured the incredible Never Summer factory, which was eye opening in so many ways. Not only was it fascinating to see the boards made from start to finish and to learn about what goes into the process, but it was also a closer look into a company with a great history and staunch...

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Never Summer's Chris Harris and Jenna MalmquistWe recently toured the incredible Never Summer factory, which was eye opening in so many ways. Not only was it fascinating to see the boards made from start to finish and to learn about what goes into the process, but it was also a closer look into a company with a great history and staunch integrity. We sat down with Marketing Manager Jenna Malmquist and Marketing Director Chris Harris to find out more about the company’s story, their philosophy and their future plans.

SIA: First off, tell us a little bit about the history of Never Summer.

 JM: Tim and Tracey Canaday started the company in 1983. They grew up in the Fort Collins area, and learned woodshop at school. They decided to use that knowledge to Tim Canaday and Jenna Malmquist selfie with the SIA crewmake their own snowboards in their garage, and they did it for a couple of years. Back then the company was called Swift. They took a hiatus and moved to California for a while, but they saw that snowboarding was getting really popular and got re-inspired to make boards. They moved back to Colorado in ‘91 and started Never Summer. They were making the boards themselves. Tracey always jokes how Tim would make the designs and Tracey would drive around from shop to shop with the boards in the trunk of his Honda Civic, trying to convince people to buy them. They just grew from there, over time, and have changed factories 3 or 4 times over the years. We moved here 2 years ago, and even though it’s much bigger these days, Tim still does all engineering of the boards, all of the profiles, and Tracey does all of the business. Both are still very involved; I see them every day I come to work. They care very much about the company- they care about how we’re doing. Now we make about 25,000 boards a year, 7,000 Icelantic skis, and also Fatypus skis and a sit ski company as well, and of course our long boards.

Checking out the original Swift boardsSIA: You’ll be producing Sims snowboards this year. How will the Sims boards work into the Never Summer philosophy?

JM: Well, we are excited to be producing Sims boards, and we are very mindful of keeping the integrity of both brands. Tracey and Tim never want Never Summer to be a huge brand. We don’t want it to be confusing to consumers or make it hard for retailers to sell our products. So we add one or two SKUs each year, and Tracey’s very particular about that. He doesn’t have a problem with selling out. We want to be able to maintain high quality and durability, and to be able to do repairs and provide great customer service. That’s what Never Summer has always been about.

As far as Sims, you know we have Never Summer’s patented profile, and we believe strongly in this profile- we think it’s the most versatile. We keep it simple. We have the original rocker camber, and then last year we released the Ripsaw profile, with double the camber, less rocker, more aggressive feeling and carve. The rocker camber is more surfy feeling, but still can hold an edge. And we’re good with these. So with Sims, the boards will still be designed by Tim, but they’ll have their own profiles and distinctions. They won’t have rocker camber, but they’ll be able to explore more with camber. It’ll be a time for us to experiment. But not under Never Summer. That’s how the brands will be differentiated.

SIA: We’re excited to have you guys at the Summer Snowdown again this year. It seems like you always get some good media coverage from it. What are the big stories you’ll be sharing this year?

Working on Icelantic skis at Never SummerJM: Chris and I are both attending Snowdown this year. We were really happy with our presence with the longboards last year so this year we’ll be attending with our snowboard lineup and longboard lineup. We always get something good out of it – last year we got into Sports Illustrated for Kids with the longboard; that was a big story and we were really pleased.

CH: Yes, we always get a bunch of good press coverage and always at least one fairly significant mention – one year Outside named the Proto as Gear of the Year, and that was huge. This year Sims will be our big announcement at the Snowdown, as well Never Summer’s new profile, the new boards, and of course we’re always hoping to get the Made in America story, and the history of the brand out there because those are really important to us.

SIA: There’s a lot of talk these days about the health of snowboarding. What’s your take on it?

JM: Well, I think trends just go up and down. I don’t personally have a negative outlook on it; I don’t wake   up worried about it, but we do like to branch out to bring people in. We try to spread the love of snowboarding and get the word out to people who may not have tried but would probably be into it, because they participate in other adrenaline sports. We sponsor a couple BMX guys, and we have our longboard market as well. That brings other people into it, and helps grow it. The moto events have been very successful Never Summer factory guysfor us so far. We sponsor 4 riders, and we make the helmets and you see them on ESPN a lot. We do ads in moto magazines as well. After events, we have shops letting us know that people come in after a moto event looking for Never Summer. It’s been good for us.

SIA: I know Never Summer is very selective about where the boards are sold. Tell us about the company’s philosophy around its specialty retailers.

JM: We only sell to specialty shops. Our biggest shops are BC Surf and Sport and Christy Sports, and other than that we focus on the core shops. Most of our dealers are in the Colorado area, and many have been with us right from the beginning.

CH: They’re called core for a reason. They’re the backbone of snowboarding. They decide what the next trend is going to be, and backing from them goes a long way for us as a brand. Backing from them has gotten us to where we are today. Never Summer factory tourWe do a lot of protection of our retailers. We don’t open every door – if there’s a shop that’s going to compete directly with another shop and we already have a shop in that town, we don’t open that door. We keep our distribution really restricted, and we work with them on the regular – Gags is on the phone to our 300+ shops every day, that’s basically Gags’ job, is touching base with these guys. We fly a sampling of them in every year, just to see how we’re doing, how they’re doing, and the majority of the feedback we get from those guys every year is, we say, “What can we do for you?” and they say, “Just keep doing what you’re doing. We wish other brands did what you do.”

We reach outside of snowboarding to bring people in as well, through a couple of different programs, and retailers are thankful for that. The people that matter recognize it. Of course our first goal is to bring people into snowboarding, and our second goal is to become the brand that fans of other industries buy when they come into snowboarding. Never Summer is a different story than other brands. If there’s such a thing as this, I’d say we are the righteous brand. We watch out for the core shops, we work to bring people in to snowboarding, and we support the backbone of snowboarding. We know we’re not the backbone, the core shops are the backbone. And that’s how our business has grown – from the support of those core shops.

We send our thanks to Jenna and Chris for their time and great hospitality. The factory tour was truly fascinating and we’d love to show you a bit of it. Stay tuned to our brand new blog space, Snow Source, for an upcoming video feature on our Never Summer factory tour! Also, find out more about the Summer Snowdown. There are still a few spaces left, so contact us now to participate!

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Psychographics – The Next Level of Information about Snow Sports Consumers http://www.snowsports.org/psychographics-the-next-level-of-information-about-snow-sports-consumers/ Thu, 25 Jun 2015 12:00:43 +0000 http://www.snowsports.org/?p=14140 The SIA Downhill Consumer Intelligence Project takes SIA members beyond demographics to give you a complete view of skier and snowboarder psychographics.  Psychographics identify common personality traits, values, opinions, attitudes, interests and lifestyles of defined groups – like skiers and snowboarders.  This level of knowledge will help members build more effective marketing campaigns, help designers...

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The SIA Downhill Consumer Intelligence Project takes SIA members beyond demographics to give you a complete view of skier and snowboarder psychographics.  Psychographics identify common personality traits, values, opinions, attitudes, interests and lifestyles of defined groups – like skiers and snowboarders.  This level of knowledge will help members build more effective marketing campaigns, help designers better understand their target customer, and generally provide a deeper understanding of the type of people who choose to participate in snow sports.

Including this report on Downhill Participant Psychographics, we will add three new reports to the SIA Downhill Consumer Intelligence Project report series in July.  Additional reports that we will discuss in future articles include the SIA Report on Consumer Trends, and the Special Report on Snow Sports in the Action Sports Community.  These three reports will take SIA members into the lifestyles and the preferred trends of skiers and snowboarders.

The SIA Participant Report, published each September includes a wealth of information about snow sports participants including the actual number of participants who reside in the U.S., their demographics, and data for both core and casual skiers and snowboarders.  We are using the data produced in our Participant Study, and we are overlaying it with psychographic data available from Nielsen’s PRIZM segment explorer.  There are 66 defined segments in PRIZM, and a few of those segments really stand out when we overlay various snow sports disciplines.  The DCIP will include a deep look at both downhill skiers and snowboarders.  The following is a quick preview of the psychographics of skiers nationwide.  The full report in the DCIP series will include regional psychographic data.

The Top PRIZM Segments for skiers and snowboarders in the U.S. are:

  • Young Digerati
  • The Cosmopolitans
  • Executive Suites
  • Young Influentials

Young Digerati

research_1_062515_newsletterThey are wealthy, younger, and many are starting families.  Young Digerati are tech-savvy and live in fashionable neighborhoods on the urban fringe. Affluent, highly educated, and ethnically mixed, Young Digerati communities are typically filled with trendy apartments and condos, fitness clubs and clothing boutiques, casual restaurants and all types of bars–from juice to coffee to microbrew.

Demographics Traits

  • Urbanicity: Urban
  • Income: Wealthy ($150K+ in annual household income)
  • Income Producing Assets: Elite (wealth and high income)
  • Age Ranges: 25-44
  • Presence of Kids: Family Mix
  • Homeownership: Mix, Renters
  • Employment Levels: Management+
  • Education Levels: Graduate Plus
  • Ethnic Diversity: White, Asian, Hispanic, Mix

Lifestyle & Media Traits

  • Shop at Bloomingdale’s
  • Travel to Asia
  • Read Dwell
  • Watch Independent Film Channel
  • Drive and Audi A3

The Cosmopolitans

research_2_062515_newsletterThey are upper middle age to older, most are empty nesters.  They tend to be highly educated, upper-midscale, and ethnically diverse, The Cosmopolitans are urbane couples in America’s fast-growing cities. Concentrated in a handful of metros–such as Las Vegas, Miami, and Albuquerque–these households feature older, empty-nesting homeowners. A vibrant social scene surrounds their older homes and apartments, and residents love the nightlife and enjoy leisure-intensive lifestyles.

Demographics Traits

  • Urbanicity: Urban
  • Income: Upper Mid
  • Income Producing Assets: High
  • Age Ranges: 55+
  • Presence of Kids: Mostly w/o Kids
  • Homeownership: Homeowners
  • Employment Levels: White Collar, Mix
  • Education Levels: Graduate Plus
  • Ethnic Diversity: White, Black, Asian, Hispanic, Mix

Lifestyle & Media Traits

  • Shop at Macy’s
  • Vacation abroad
  • Read Audubon Magazine
  • Watch Masterpiece
  • Lincoln Town Car Flex Fuel

Executive Suites

research_3_062515_newsletterThey are thirty-something to middle age professionals without kids.  Executive Suites consists of upper-middle-class singles and couples typically living just beyond the nation’s beltways. Filled with significant numbers of Asian-Americans and college graduates–both groups are represented at nearly twice the national average–this segment is a haven for white-collar professionals drawn to comfortable homes and apartments within a manageable commute to downtown jobs, restaurants and entertainment.  

Demographics Traits

  • Urbanicity: Suburban
  • Income: Upper Mid
  • Income Producing Assets: Above Avg
  • Age Ranges: <55
  • Presence of Kids: HH w/o Kids
  • Homeownership: Mostly Owners
  • Employment Levels: Management
  • Education Levels: Graduate Plus
  • Ethnic Diversity: White, Asian, Mix

Lifestyle & Media Traits

  • Order from barnesandnoble.com
  • Play golf
  • Read Veranda
  • Watch Saturday Night Live
  • BMW X6

Young Influentials

research_4_062515_newsletterThey earn midscale to high income and are young to middle age professionals without kids. Once known as the home of the nation’s yuppies, Young Influentials reflects the fading glow of acquisitive yuppiedom. Today, the segment is a common address for middle-class singles and couples who are more preoccupied with balancing work and leisure pursuits and who live in apartment complexes surrounded by ball fields, health clubs, and casual-dining restaurants.

Demographics Traits

  • Urbanicity: Suburban
  • Income: Midscale
  • Income Producing Assets: Below Avg
  • Age Ranges: <55
  • Presence of Kids: HH w/o Kids
  • Homeownership: Renters
  • Employment Levels: WC, Service, Mix
  • Education Levels: College Graduate
  • Ethnic Diversity: White, Black, Asian, Hispanic, Mix

Lifestyle & Media Traits

  • Shop at Best Buy
  • Play racquetball
  • Read Details
  • Watch American Dad
  • Mazda 3

The Downhill Consumer Intelligence Project series of reports will include a full report on skier and snowboarder psychographics.  These psychographics offer excellent deeper insight into the typical snow sport consumer’s lifestyle.  Snow sports marketers, designers and sales teams can use this information to better understand and connect with their target groups.

This is a step beyond typical demographic information and the DCIP series aims to bring even deeper insight to the snow sports market in the future.  In addition to the Special Report on Snow Sports Consumer Psychographics, the DCIP will bring you a full report on General Consumer Trends. These are hot consumer trends impacting the discretionary spending of snow sports consumers, including trends in festival attendance, food trends, and vacation trends among Millennials. In addition, we will present a Special Report on Action Sports and the Snow Sports Consumer that focuses on action sports participants age 13 to 25 who may or may not participate in snow sports, their attitudes about snow sports, preferred brands, buying behaviors and overall trends in behavior in this specific group that is key to snow sports participation.

For questions about The Downhill Consumer Intelligence Project series, contact Kelly Davis, SIA Research Director at 703-506-4224 or by email at kdavis@snowsports.org.  More information, data and interim reports that are part of the DCIP are available online at http://www.snowsports.org/DCIP.

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