INDUSTRY CELEBRATES THE RETURN OF WINTER AT 37TH ANNUAL SIA.08 SNOWSPORTS TRADE SHOW

Las Vegas, NV (February 1, 2008) -- Some attendees may have endured delays traveling to the 37th Annual SIA.08 SnowSports Trade Show earlier this week, but few were complaining. The delays could be blamed on a series of intense snowstorms that hit many parts of the country prior to the SIA.08 SnowSports Trade Show (Jan 28-Feb 1) at the Mandalay Bay Convention Center in Las Vegas, Nevada. For the estimated 20,000 snow sport enthusiasts gathered in Vegas, extreme winter weather is to be celebrated, not cursed.

“Snow is like gold for this industry. It helps with innovation, with marketing -- with everything. It’s gold,” said Jean-Yves Couput, director of marketing, Salomon USA.

“We introduced a beautiful line of clothes here last year, but it looks twice as good this year because everyone has great snow,” Dave Ellingson, Powderhorn.

More good news for snow sports came during the tradeshow as details from the most recent SIA Retail Audit indicated the snow sports market had grown 13 percent in dollar sales this season compared to sales figures from last season. At a time when economists are talking recession, the snow sports industry is enjoying strong growth across the board.

The SIA Show floor had a great energy with new products and trends found down every aisle. From a fashion perspective, snow sports designers were anything but shy with their designs. Attention-getting colors, crazy prints, Asian-influenced graphics and patterns were found throughout the show.

“Fashion has become a vital part of the industry and the bar is being raised every season. The days of everything being stuck in the same designs and colors are over. Fabric development and prints are pushing style and function to levels unseen before. Everyone should be able to find something that says - this is who I am,” said Philip May, manager of Throe Clothing.

“Bright pop colors will be in all over prints, solid jackets and pants and used throughout the line from detailed trims to more unexpected details now having a splash of color. Prints this year will have a strong range and variety,” says Danielle Arnao, ROXY SNOW, designer.

For those attendees looking for hard goods and technical advances -- smart skis or adaptive skis were getting a lot of attention. Smart/adaptive skis were developed to adapt to snow conditions, terrain and skier ability. Despite all the technology behind this new breed of ski the bottom line is that these models make for a better on-hill experience. The challenge was to develop skis that were more sophisticated -- providing the versatility to go from varying conditions from light powder to moguls to crust.

“Adaptive skis like the Head Chip, Rossignol Mutix and Volkl Tigershark do real well for us,” says Dan Bader, sales tech at Jan’s Mountain Outfitter in Park City, Utah.

Another hard goods trend that’s growing every season is twin tip skis. Adult twin tip skis now dominate the snow sports ski market with more units sold than any other flat ski category in any sales channel. Sales results from this winter season indicate twin tip flat skis were up 32% in units and dollars in specialty and an incredible 167% in units and 170% in dollars online.

Visually, the snowboard section of the SIA Show was alive with plenty of self-expression in art, color and design. Snowboard companies have also been pushing their R&D departments for better performing boards. Major trends found at the SIA Show included lighter boards with eco-friendly materials incorporating recycled, natural and less toxic materials. There was also a noticeable increase in the number of female-specific board options on the floor.

“I think the trend is moving in the same direction it has been for a couple years now and women are finally getting the necessary products for everywhere they want to ride,” commented Danielle Hambleton, K2 International marketing manager.

Accessories remain an area that snow sports junkies inject a bit of personality and self-expression– tattoo prints in base layers, hats with eco-friendly fibers, goggles with a bit of bling. Also found throughout the SIA Show -- chunky knit hats, collegiate stripes, brims, earflaps and pompoms. While prints and colors for accessories were sharing the same themes within apparel lines.

For more news and highlights from all four days of the show, use the following link to read the official SIA.08 SnowSports Trade Show SnowPress Show Dailies: skipressworld.com/snowpress

– SIA –

Highlights from SIA.08

Snow Fashion Show
SIA.08 SnowSports Trade Show kicked off with style at the Snow Fashion Show where an estimated 1500 show attendees previewed the hottest on/off the slope fashions for Winter 08/09.

Return of THE YARD
Bringing together art, entertainment, image with hotel luxury THE YARD returned with a new purpose and home on the SIA Show floor. THE YARD is a progressive exhibit space presented by SIA, Frank151 and designed by Seattle’s Dept of Energy, a division of Utility Inc., the space emanated the lifestyle and branding synonymous with the snow sports industry. Created as a neighborhood for emerging brands – up-and-coming exhibitors included Purl Wax, Dropzone, Monument, Endeavor, Forecast and Venture Snowboards.

Opening Night Party
Following DAY One of the SIA Show, the industry gathered at the House of Blues for the Opening Night Party. Kicking off with an introduction of the Hall of Fame inductees, including the first-ever snowboard honorees Donna and Jake Burton Carpenter, followed by a performance by legendary DJ Z-Trip. Known as the founding father of the mash-up movement, DJ Z-Trip has headlined at Coachella Music Festival, opened for the Rolling Stones and performed around the globe.

Green Efforts
Onsite efforts to reduce the snow sports industry’s carbon footprint were ramped up at the SIA Show. Seminars walked retailers through the greening-up process while recycled materials were found in signs and the carpet plus a brand new ECOsource Market Segment Exhibit was unveiled -- featuring 70 snow sports products and initiatives that were recycle-able, sustainable or made from recycled materials. The show’s Digital Press Room refused paper and accepted only electronic press information. SIA also purchased renewable energy certificates from Renewable Choice Energy -- of Boulder, Colorado – in the amount of 225,000kWH for 100% of the electric power used during the show.

Market Segments
Show attendees were able to check-out 10 exhibits featuring over 180 exhibitors within market segments crucial to the growth and technology of the snow sports industry. Themes included AT/Telemark/Backcountry, Backshop, Cross-Country, Eco-friendly products/initiatives, Helmets, Kids, Rental, Twin Tip, Uniform and Women's hardgoods.

Educational Seminars
30 onsite seminars were offered at the SIA Show launching SIA’s “SnowSports Institute” -- a year round line up of education seminars, workshops and online learning programs. Ranging from global concerns such as climate change to technology issues, social site marketing to common business challenges the SnowSports Institute delivered thought provoking speakers and content.

U. S. National Ski & Snowboard Hall of Fame Induction Ceremony
This year’s inductees included Eric Bergoust, Mitch Cubberly, Tom Jacobs, Everett Kircher, Doug Lewis; and the first ever snowboard inductees: Jake and Donna Carpenter. Berquost, Jacobs, Lewis and the Carpenters will all be in attendance for the honorary ceremony while Kircher and Cubberly will be inducted posthumously.