The Industry Alliance 2.4

STRAIGHT FROM THE SOURCE
IS SNOW IN YOUR FUTURE?
Weather Drives Participation, Participation Drives Sales
Weather plays a crucial role in predicting participation and sales in the snow sports industry.  When the snow is good, more people flock to the slopes, and to their local specialty shop to purchase skis, snowboards and various other equipment, apparel and accessories they may need on the mountain.  In fact, more than 3/4 of the variations in participation totals can be explained by snowfall¹.  In other words, when the snow falls then more people ski.  Additionally, in this model that compares weather, participation, and sales we confirmed mathematically a very significant correlation between participation and sales, when participation goes up, sales go up in tandem.

The model allowed us to examined quantified measurements of overall national snowfall patterns, temperature variations from averages over time, trends in arctic sea ice cover, and water temperature in the Pacific Ocean [El Niño, and La Niña effects] to discover the principal variables that may contribute to overall winter conditions in U.S. Ski areas.  We discovered that sea ice had apparently little to do with snowfall; however the La Niña effect in the Pacific is significantly correlated with excellent snow conditions in alpine areas across the U.S.  La Niña is characterized by unusually cold ocean temperatures in the Equatorial Pacific, compared to El Niño, which is characterized by unusually warm ocean temperatures in the Equatorial Pacific.

The common impacts of La Nina:

At higher latitudes, El Niño and La Niña are among a number of factors that influence climate. However, the impacts of El Niño and La Niña at these latitudes are most clearly seen in wintertime. In the continental US, during El Niño years, temperatures in the winter are warmer than normal in the North Central States, and cooler than normal in the Southeast and the Southwest. During a La Niña year, winter temperatures are warmer than normal in the Southeast and cooler than normal in the Northwest. Additionally, more precipitation tends to fall in the North and generally less in the Southwest and Southeastern Coastline.

In some regions such as the Northeast and mid-Atlantic regions, a neutral state between El Niño and La Niña brings the highest levels of snowfall over the course of winter.  This may work to the industry’s advantage when the “backyard effect” is considered.

¹ Based on SIA Retail Audit Totals 2002/03 to 2007/08 Specialty Sales, National Climate Data Center Data on variances in annual snowfall nationally, National Oceanographic and Atmospheric Administration, and National Ski Areas Association Rider/Skier Visit Data.  Multivariate correlation calculations for Pearson’s Product Moment conducted by SIA Research.  R=.777 [participation = dependent variable]

Source:  NOAA Climate prediction Center.  Mean seasonal snowfall (November - March 1948 through 1993) in inches for selected East Coast cities. Blue bars are for moderate-strong La Niña years, black bars are for Neutral years, red bars are for moderate-strong El Niño years.

The “Backyard Effect”
It isn’t always the snow that falls on the mountain that drives up participation totals; it’s the snow that falls where skiers and riders live that drives them.  The data indicate that if people are exposed to snow somehow (people in places that do not get snow like Houston and Orlando may be driven by other mechanisms such as seeing snow fall in New York or in Denver during a televised football game), then they are more likely to head for the slopes. If it snows in Boston, participation numbers go up throughout Massachusetts, New Hampshire, Vermont, Maine, and New York.  The same holds true for New York City, and all population centers².

University of New Hampshire researchers found that the New England ski industry is directly impacted by the “backyard effect,” which means that urban snow conditions significantly affect snow sports activity. Snow in urban backyards can be as important to winter sport businesses as snow in the mountains, according to the researchers³.

Interestingly, the correlation between La Niña conditions in the Pacific and high levels of participation in snow sports is strong [R = .777], and the correlation between participation and sales also was highly significant [R = .594] indicating a very strong relationship between participation and sales but not as strong as the relationship between La Niña conditions and skier/rider days.  Note that increases in skier/rider visits in the 1999.00 to 2001.02 and in 2007.08 correspond with La Niña to neutral conditions while the decreases in 2002.03 too 2004.05 were consistent with El Niño to neutral conditions.

Weather Predictions from the Old Farmers Almanac
The Farmer’s Almanac is a mainstay of long range weather prediction in the U.S. since 1792 during George Washington's first term as president. Their claim of 80% accuracy is fairly obviously inflated, but some still swear by it.

“Our weather forecasts are determined by the use of a secret formula (devised in 1792 by the founder of this Almanac, Robert B. Thomas), enhanced by the most modern scientific calculations based on solar activity, particularly sunspot cycles. We also analyze weather records for particular locales. We believe nothing in the universe occurs haphazardly; there is a cause-and-effect pattern to all phenomena, including weather. It follows, therefore, that we believe weather is predictable.

Modesty requires, however, that we add this caveat: It is obvious that neither we nor anyone else has as yet gained sufficient insight into the mysteries of the universe to predict weather long-range with anything resembling total accuracy.”

So how does your region stack up? Are you prepared for the season? To read the full report and find out what is predicted for your area, click here.

²December 2007 International Journal of Climatology (see footnote 3)

³December 2007 issue of the International Journal of Climatology in the article, “Ski areas, weather and climate: time series models for New England case studies.” The researchers are Cliff Brown, professor of sociology at UNH; Lawrence Hamilton, professor of sociology at UNH; and Barry Keim, former professor of geography at UNH and New Hampshire State Climatologist who is now at Louisiana State University.

MEMBER SERVICES: YOUR ASSOCIATION
MEDIA – How Can They Help You?
Do you talk with the media on a consistent basis about your products, brand, technology, services, and trends? Do you pitch stories to the media about your company and the snow sports industry? SIA recently sent out to members – FREE OF CHARGE – our media database with access to over 1,600 media, including print, radio, TV, and web. If you are not yet a member of SIA, join today. Additional questions? Please contact SIA at PR@snowsports.org.

Now, go get the word out, tell your story and sell our industry! .

SHOW BUSINESS
EXHIBIT SERVICE MANUAL IS HERE!
Free to Exhibitors and Now Online
Once again, the Exhibitor Services Manual (ESM) will be available online. The online ESM is much easier to navigate and provides direct links to topics of interest and vendor sites. An easier-to-follow alphabetical guide is highlighted on the website to direct users to the appropriate topic. Additionally, the digital version allows you to keep online records of all your orders with immediate access to each of the vendors.

In order to set up an account with GES, you will need a Customer Service Number (CSN).  This will be sent to you be either email or fax in the next few days.  If you have ordered from GES online at anytime in the past you can use the same account information that you have already set up.

If you require a hard copy of the ESM, please email Maggie Bittner, Meetings & Events Manager, MBittner@snowsports.org and an ESM will be sent to you in the next couple of weeks.

Check it out at snowsports.org/esm.

THE WORD ON THE SLOPES
Winter 365 – we just can’t get enough. Send us your photos and stories to PR@snowsports.org from this summers journeys on snow: Timberline/Mt Hood, Whistler camp scene, Valle Nevado, Portillo, New Zealand, Australia, etc….INCENTIVE ALERT: What’s your favorite restaurant /bar in Denver? A winner will be picked from all entries and that person will receive a $250 gift certificate to that establishment. Send entries to PR@snowsports.org …The 2008 MasterFit University is here. The schedule is Camelback, PA, Sept. 28-29; Stratton Mountain, VT, Oct. 2-3; Breckenridge, CO, Oct. 21-22 and Reno, NV, Oct. 28-29. For more information or to register visit the MFU website at www.masterfituniversity.com  or contact: (914) 944-9038, info@masterfitinc.com … Saddleback Mountain names Warren Cook new Chief Executive. Cook is responsible for all aspects of Saddleback, including major new upgrades planned for the resort, guest services, and real estate development…In October 2008, the U.S. Department of Health and Human Services (HHS) will release the first Physical Activity Guidelines for Americans at a news event in Washington, DC. The PA Guidelines are based on a major review of the science on the benefits of physical activity and address adults, older adults, children and adolescents, and people with disabilities and chronic conditions. See the HHS announcement at http://www.health.gov/PAGuidelines/ … Armada introduced the all new JJ for 08/09. With the 2009 JP Auclair and Julien Regnier pro model ski, the "JJ", hitting the stores of select retailers this month, those who have seen the revolutionary new ski are at odds to describe it. Check out www.armadaskis.com to learn more …Thinsulate™ Insulation announces a 30th anniversary sweepstakes event. Tinsulate™ Insulation, the brand that has brought "true performance" to consumers for 30 years, is offering consumers a chance to win a trip to see the ultimate in performance - the 2008 Birds of Prey World Cup Ski Race at Beaver Creek Resort in Colorado. Consumer entries for the 30th Anniversary Sweepstakes will be accepted from September 1 through October 31, with prizes being awarded the first week in November. To enter, consumers simply log onto:  Thinsulate30Anniversary.com and fill out an entry form….Movie premiers are about to take center stage for their fall tours and premiers.  How are you maximizing their impact on your business by getting your customers stoked up for the upcoming shred season ahead?... CHAOS Headwear  is “Under the Influence” with TGR Films. The premier launch is Sept. 20 in Jackson Hole, WY, with CHAOS Headwear continuing to heat the best heads. Check out www.chaoshats.com for more information…BUSINESS TIP: Window displays need to change on your storefronts at least once a month  and with the abundance of new product arriving daily the opportunity is ripe. Think in terms of themes using one color palette and multiple brands and/or products that might showcase the ever popular 80’s theme happening right now using pink, neons and black.  You could also choose one vendor per week and showcase all their products with a branded theme.  Why not get the local high school art class involved and let them have the canvas for one week with select products and materials to make it happen.  Or, take it to the next level and ask any local artist to use only recycled materials and recyclable or sustainable products from various vendors to create a statement piece in your windows.  The possibilities are endless, now make it happen and have fun doing it…. Resorts nationwide  have spent millions of dollars in upgrades this year. Check it out and let us know what you think of the upgrades… U.S. Ski and Snowboard Association (USSA) President and CEO Bill Marolt has named Chris Ritrievi, a highly-experienced collegiate sports management and fundraising executive, to head the U.S. Ski and Snowboard Team Foundation. Ritrievi, a past collegiate athlete and avid skier, brings 26 years of fundraising leadership at some of the most noted collegiate athletic programs in America to the USSA….Send your photos and news to PR@snowsports.org.                      

SIA SEASON PASS
HAVE YOU REGISTERED FOR YOUR SIA.09 TRADE SHOW BADGES?
What are your Fall plans? Have you submitted your badge registration for the 2009 Trade Show? Online registration is open and we are actively processing the 2009 requests. Before your calendar is filled with too many other “back to the grind” chores, take the time to complete your Show registration. Pre-registration closes on 12.18.08, and while this may seem far away, December will be here before you know it.

CONFIRM YOUR COMPANY LISTING IN THE SIA SNOW DIRECTORY (SIA MEMBERS ONLY)
How is your company represented in our published Directory? Do we have your current address and phone numbers? Does your description line accurately reflect your company’s business? Help us keep this Directory the best resource in the snow sports industry. Take some time now to review the information we currently capture and let us know what we need to update. The SIA Directory is distributed to over 20,000 industry professionals. This is your opportunity to showcase your company and all of its offerings – don’t forget to make sure your brands are mentioned!

Contact SIA’s membership department if you have any questions or if you can’t remember your username and password.  Patricia Grenke - E. PGrenke@snowsports.org P. 703.556.9020 ext. 222 or Mary DeOrnellas - E. MDeornellas@snowsports.org P. 703.556.9020 ext. 205.

BUSINESS OF SNOW
SHIP INTERNATIONAL, SHIP FEDEX WITH THE NEW 45% INCREASED SIA DISCOUNT
SIA and FedEx are now offering discounts up to 45% on select FedEx Express international services.*  Choose FedEx Express international shipping services when you need time-definite delivery, door-to-door service and customs clearance from the U.S. to more than 220 countries and territories. 

Save up to 45% on FedEx International Economy® offering cost-effective, reliable delivery when there’s more time in your schedule with delivery typically in 2 to 5 business days (2 to 3 business days to Canada, Mexico and Puerto Rico). Learn more about the SIA/FedEx International Discount Program here.

Make sure you’re enrolled in the SIA/FedEx Discount Program to save from 22% up to 45% on FedEx Ground® and FedEx Express®. Contact FedEx directly at 800.475.6708 or SIA’s Membership Manager, Patricia Grenke at PGrenke@snowsports.org. Click Here to Enroll.

SNOW SMARTS
FALL WORKSHOP SCORES BIG IN NEW ENGLAND
More than 50 industry professionals, including retailers, resorts, reps, and suppliers, took back to their offices a wealth of information about search engine optimization (SEO) and how it relates to an overall business marketing plan at the Springfield stop of SIA's Fall Education Workshop series. Entitled "Women, Youth and the Internet...Are You Connecting?," the workshops were offered last week in Massachusetts and this week in Colorado and California. They covered a lot of territory on what SEO is and how it can be effectively incorporated into an overall marketing program for maximum impact with women and youth.

Content provided something for each of the three major constituent groups.

Justin Naged of Athalon said "I've been able to take away information on how to optimize my online business, understand what is my business and achieve my goals". 

Brad Sellew, a SIA Rep of the Year Award winner commented that "The SIA Fall Workshop was a training camp for retail. The Internet session was spot on."

Andy Ferguson of Ski Market stated "just the basics of search engine optimization that I didn't know have been extremely helpful. I've learned things that I can take with me and implement today...instant results."

The Fall Workshops are part of SIA's SnowSports Institute education program. Workshops being held at the 2009 Trade Show soon will be posted on snowsports.org as will photos and additional comments from the Fall Workshop series.

POWDER TO THE PEOPLE
ON-LINE REGISTRATION STREAMLINES SIGN-UPS FOR 14TH WINTER TRAILS
Free Snowshoeing and Cross Country Skiing Offered
Registering for a 2009 Winter Trails event will be much easier than in previous years with the new on-line registration that will be posted in multiple locations on wintertrails.org. Winter Trails events scheduled for Saturday, January 10, 2009 nationwide offer free snowshoeing and/or cross country skiing to children and adults. Nearly 100 venues in North America will host a Winter Trails event including snow resorts, Nordic Centers, national and state parks, and other public lands. All will be posted on the wintertrails.org site as they are announced.

Those who want to participate in a Winter Trails event simply need to fill out the registration form posted on the website, print out the completed form and bring it to the Winter Trails event of choice. Adults will need to fill out the form for children under the age of 18. 

“Being able to register for a Winter Trails event in advance will save participants a lot of time when they get to the venue,” said Mary Jo Tarallo, Director of Education for SnowSports Industries America (SIA), organizer of Winter Trails. “Host sites will be able to get their guests out on the trails that much quicker. “

Winter Trails celebrates its 14th year in 2009. It is organized by SnowSports Industries America (SIA), the national not-for-profit trade association for snow sports product suppliers. Winter Trails partners include the American Hiking Society (AHS) and the Cross Country Ski Areas Association (CCSAA). The program is affiliated with the President’s Council on Physical Fitness and Sports, the US Forest Service, and the National Park Service.   

AND THE ENVELOPE SAYS
SIA ANNOUNCES THE 2008.09 SIA SNOWSPORTS REGIONAL REP OF THE YEAR WINNERS
SnowSports Industries America (SIA) is proud to announce the winners of the 2008.09 SIA SnowSports Regional Rep of the Year Award.  In its third year since inception, this award recognizes those sales reps in the snow sports industry that have successfully fostered relationships with retail storefronts to help move winter sports products.   

SIA received nearly 1000 nominations for this accolade from snow sports retailers in the industry nationwide.  Nine regions were identified for retailers to vote for the snow sports rep they felt most deserving. 

This year’s SnowSports Regional Rep of the Year winners will be recognized at the SIA Fall Education Seminars held in three locations throughout the U.S.  Each winner will receive a commemorative plaque recognizing their commitment to the industry, and they are:

Region:  Atlantic (NY/ PA/ NJ/ DE/ MD)
Winner:  Rob Haggerty

Region:  Eastern Lakes (MI/ OH/ IN)
Winner:  Broc Johnson

Region:  Midwest (ND/ MN/ WI/ SD/ IA/ IL/ NE/ MO/ KS/ OK)
Winner:  Scott Ladwig

Region:  Northeast (ME/ VT/ NH/ MA/ RI/ CT)
Winner:  Brad Sellew

Region:  Northern CA
Winner:  Craig Wingard

Region:  Northwest (WA/ OR/ ID/ MT/ AK)
Winner:  Dustin Anderson

Region:  Rockies (WY/ UT/ CO/ NM/ TX)
Winner:  Rob Howland

Region:  South (WV/ VA/ KY/ TN/ NC/ SC/ GA/ AL/ MS/ FL/ AR/ LA)
Winner:  Mitch Chilton

Region:  West (Southern CA/ NV/ AZ/ HI)
Winner:  Bob Stanislaus

Voting for the regional rep award began in late July with surveys sent out to nearly 10,000 retail storefronts.  Nomination criteria focused on five main components including:  relationships with retail shops; communication with retailers; proactively helping stores manage inventory; conducting shop clinics; and timely response to retail shops’ calls and emails.  

The SIA SnowSports Regional Rep of the Year award is part of the overall awards program that SIA has continued to build over the past several years.  Other awards currently included in the program include:  the Canadian SnowSports Rep of the Year, US SnowSports Retailer of the Year, Canadian Retailer of the Year and Supplier of the Year awards. 

For more information about the award and bios on this year’s winners, visit snowsports.org.