By: Anovia Daniels
July 31, 2012
It was hard to think winter during the 6th annual SIA Summer Snowdown while most of the country, including New York City was being taken over by a record-breaking heat wave, but we pulled it off! Setting up skis in 100+ degree weather was kind of surreal, but we succeeded in bringing winter, and all of the fashion, trends and gear that snow sports offer to NYC-based journalists.
At the 2012 Summer Snowdown, 21 companies and 2 non-profits exhibited; giving SIA members the opportunity to meet with an A-list group of editors from Oprah Magazine to Complex, and from CBS News to Jetsetter and Marie Claire. Studio 450 in New York City was transformed into a winter sports lover and fashionista’s paradise. A-List media previewed the top snow sports products hitting retail shelves next season, talked mountain escapes, ate Red Bull-flavored snow cones and hung out with SIA members.
With advertising rates out of reach for most of our industry, the SIA Summer Snowdown brings editorial staff from top newspapers, magazines, blogs and television outlets face to face with our industry. The Summer Snowdown has resulted in national coverage for SIA members that would require weeks of desk side appointments in New York City to duplicate. Plus, this event allows journalists to see and touch a full range of products in a casual and fun showroom setting.
In the end, 64 journalists from 68 media outlets including newspapers, magazines and television outlets representing a combined circulation of 50 million, received a hands-on preview of next season’s products from DAKINE, Dale of Norway, DESCENTE, Fischer Skis U.S., Kamik, Killy & Eider, Launch Snowboards, Learn to Ski and Snowboard Month, Neve Designs, Never Summer Industries, Obermeyer, PrimaLoft®, RAMP Sports, SCOTT Sports, Seirus Innovation, Snowlink.com, Spyder, SUNICE, Swany, Transpack, Vans Snow, Winter Trails and ZEAL Optics.
“It’s really nice for NY based journalists to be able to have a winter gear show like Summer Snowdown come right to our doors. Being able to look at all of the top snow sports gear in one place, just ahead of the season, makes it infinitely easier for us to create stories around the new products and include the latest and greatest gear in our holiday gift guides and other gear related roundups.” – David L’Heureux, Fitbie.com/Rodale Publications
“The SIA Snowdown event is a great opportunity for winter brands to interface with some of the influential publications in the world. It’s evident that the publications that attend are genuinely interested in learning about products and brands that are typically distant from their everyday networks. To have publications such as Women’s Health, Popular Mechanics and Men’s Journal all comment positively on your product(s) is a rewarding experience.” – Adam Green, US Marketing Manager, SCOTT Sports
“The Summer Snowdown in NYC was a great opportunity to connect with gear companies and industry folks who are largely based in the West. Nothing replaces the sheer size and scope of the SIA Show in Denver, but this show brings the best of the snow sports world to New York — and all well in advance of deadlines for Fall/Winter 2012-13 print coverage.” – Alex C. Pasquariello, Condé Nast Traveler and Jetsetter, a Member of the Gilt Groupe
“It was a busy, busy day and that’s what it’s all about. We have a showroom here in NYC, but the SIA crew was able to help us get our key products in front of media we haven’t had the chance to meet before.” – Chris Overholser, Senior Communications Manager, Vans
“The event was very successful with an excellent group of media in attendance. We participate every year because SIA does a great job inviting a diverse range of the top magazine, online and trade editors in New York. It’s a fantastic event to promote not only our brand, but the entire snow sports industry.” – Serene Pelletier, Marketing Manager, DAKINE
“Events like this make my job so much easier. It’s not just the time at the event, though, it’s the contacts and relationships that I make that truly make it worth my time.” – Mike Barish, Freelance travel writer/contributor/blogger
“The Snowdown was a great opportunity that gave us amazing exposure for our brand. SIA created an ideal environment with a beautiful space and consistently flowing media, food and refreshments. The event was a rare opportunity to meet with media that extends outside of our industry. Snow sports enthusiasts walk all paths of life, so being able to connect to them through all media only enhances our industry. This is such a well-organized and well thought-out event and we are excited to participate in it for many years to come.” – Danica Carey, Project Manager, Seirus Innovation
“The SIA Snowdown event was a perfect opportunity for PrimaLoft® to connect with our brand partners and top-tier media contacts. We made new connections with press, pitched dozens of story opportunities, and deepened our relationships with our brand partners at the event.” – Diane O’Connor, PrimaLoft®
“Seeing so many great brands in one place makes it so much easier to get a complete picture of what’s coming up than sifting through emails. Plus, it’s always great to actually meet people in person!” – Abby Lerner, SHAPE
“SIA once again successfully welcomed a great mix of editors and media outlets to the Snowdown this year. The event is fundamental in my business for reconnecting with past contacts and establishing new relationships to showcase our products and brand story.” – Kate Gaeir, Spyder
Contact Anovia Daniels at ADaniels@snowsports.org or 703.506.4214 with questions about the event, to RSVP for next year or to find out how to get your company involved in next year’s event.