SIA's Industry + Intelligence

Industry & Intelligence is SIA's educational platform, combining regional "Learning Labs" with our marquee event, Industry + Intelligence Day at the OR Show Show in January. These events are opportunities for the industry to get together for some of the most powerful and inspiring speakers and topics pertinent to our industry and your business.

Industry + Intelligence January 29-31, 2019 Denver, CO

Kicking off on the day before the OR Snow Show each January, SIA's Industry + Intelligence convenes the industry for three days with some of the most powerful and inspiring speakers, sharing their knowledge to help our members strengthen their businesses. It's become a must-attend event for the industry for deep and worthwhile learning.

Following is the updated schedule, check back often for additional sessions. All events take place at the Colorado Convention Center.

Tuesday, January 29th, 2019

9:00 a.m.- 10:00 a.m. Room 401
Tarriffs Are Impacting Us All
The panel will be comprised of snow sport small business owners, retailers, as well as related in-dustries including manufacturers who will share stories whose livelihoods are impacted by the current multi-faced trade war. The panel will also discuss how consumers may be impacted by tariff measures. The panel is part of a nationwide, grassroots effort called “Tariffs Hurt the Heartland” which is backed by over 145 of the nation’s largest trade organizations, representing thousands of agriculture producers, manufacturers, workers and consumers across the country. Given your support for trade and your concern over recent trade policy decisions, we welcome the opportunity for you to hear directly from local agriculture producers, manufacturers, retailers and consumers about the impact of these measures on the outdoor snow industry, consumers and our economy.

9:30 a.m.- 10:15 a.m. Room 405
Engaging the Consumer Both On and Off the Slopes: Why Experiential and Engagement Marketing are More Crucial Than Ever.
Michael Jaquet & Jessica Kunzer, Dragonfli Media Technologies
With decades of work in and out of the snowsports Industry, Dragonfli Media Technologies leadership Michael Jaquet and Jessica Kunzer will review some best practices from clients who are reaching consumers through activations and content mediums that allow for direct consumer-to-brand interaction and messaging. While new technology and communication vehicles exist, it’s still good old fashioned IDEAS that move the needle. Dragonfli will be presenting work that’s been done both inside and outside the snowsports industry utilizing on-mountain activations, content and distribution strategies, and experiential marketing and PR activities that worked for Burton and the U.S. Snowboarding Open, Clif Bar and their athlete and event programs, Bose and the Olympics, Facebook and their internal speaking events, and much more.

10:15 a.m.- 11:15 a.m. Room 401
The Snow Business at Retail – An Overview of Snowsport Sales & Trends
Bruce Dotterer, NPD Group
Julia Day, NPD Group
• What’s Happening This Season?
• Channel Performance
• Sales by Category: Alpine, Snowboard, AT, Nordic, Apparel & Accessories
• What’s Hot This Season

10:30 a.m.- 11:15 a.m. Room 405
Next Generation of Consumer Buying Experiences
Ruben Martin, Quivers
Consumers continue to evolve their shopping habits and behaviors, purchasing products through a variety of channels and engaging with brands at different touchpoints. We will be discussing omnichannel concepts and hyperlocal fulfillment examples, identifying what's important for outdoor and winter sports brands. In addition, we will show how brands are connecting different channels to maximize sales efforts and creating a better consumer experience.

11:30 a.m.- 12:15 p.m. Room 405
12 Steps to Obtaining Retail WEALTH
Dan Holman & 
Scott Smith, Canadian Retail Solutions
Award winning retail coaches Dan Holman and Scott Smith share their 12 key steps to obtaining retail WEALTH. Take this step-by-step journey as we reveal the strategic plan that takes your stores to the next level and transforms your business into a Winning, Energized, Admired, Lean, Tenacious and Happy organization.

12:45 p.m.- 2:00 p.m. Room 401
Honoring Industry Icon, Klaus Obermeyer (Lunch Served)
Fueled by his boundless passion for the outdoors, Bavarian-born Klaus Obermeyer founded renowned ski apparel brand Obermeyer in 1947 out of Aspen, Colorado. Klaus, (an Icon Revealed on Outside TV) in his true entrepreneurial spirit, designed technical ski clothing and hardgoods when few people were skiing. Aside from his industry accomplishments, Klaus is known for his contagious enthusiasm, endless energy and positive attitude (as well as his iconic yodels). His employees and industry insiders often use the phrase “Be Like Klaus” which comes as no surprise if you’ve ever had the opportunity to meet him.

2:00 p.m.- 2:45 p.m. Room 405
Purpose-driven Marketing for Outdoor Brands
Nick Eber, IMRE
Today’s Earnest Marketers aren’t focused on taglines, or marketing jargon, or even humble deference to their customer. They are quietly showing their true colors and building a new form of brand equity. And they’re doing it not only because their audiences demand it, but because they would otherwise be pulled in too many directions and do too many things in an attempt to be everything to everyone, at the expense of making real impact. Learn why Earnest Marketing matters more than ever, see what’s working - putting your purpose in action - and how it’s earning trust with today’s consumer. Nick Eber, imre, will present the case for Earnest Marketing and facilitate meaningful dialogue with a few purpose-driven brands who are leading the outdoor retail industry to find out why it’s working for them.

2:15 p.m.- 3:15 p.m. Room 401
Managing the Gap: How Successful Retailers can Bridge the Digital Divide and Create Emotional Connection with Omnichannel Consumers.
Kristin Carpenter-Ogden, Verde Brand Communications
Welcome to the digital divide facing retailers. It’s defined as the gap between consumer demand for digital experiences and retailers’ current capabilities to provide such experiences. In 2019, successful retailers will need to commit to a continual quest to meet their target consumers on the channels they prefer, with what they want, at the time they’re there. Amazon continues to define the consumer experience. Convenience, selection and price are being trained into Amazon shoppers daily (over half of all product searches now start on Amazon; and upward of 60% of all U.S. households are now Amazon Prime members).
To win the hearts and minds of today’s connected consumers, specialty brands retailers will need to offer a proprietary experience blend driven by meaningful story and cause woven through both brick-and-mortar and digital presences. It's the only way to vie for today’s consumers' trust, attention and ultimately, loyalty. To be able to compete, retailers must develop capabilities to manage the gap from the digital divide while concurrently creating meaningful brand experiences that can only happen at specialty.
This panel will give them the tools and insights to do just that.

  • Understanding the expectations of today’s omnichannel consumer and how to meet the consumer on their preferred channels
  • How to create emotional engagement that sticks today (we can still own story and cause at specialty, but these powerful components of brands still must be delivered across the digital divide)
  • What last-mile opportunity will look like in 2019 (exploring today’s digital 'control towers' that align consumer demand and expectation, and ultimately, influence where consumers will actually acquire/buy products)
  • Solutions that can deliver tech capabilities to retailers, ultimately leveling the playing field (will include transparency into digital supply chain as well as beacon technology)

3:00 p.m. - 3:45 p.m. Room 405
Influencing the Snow Sports Industry
Brandon Perlman, The Gramlist
With a swell of interest and promotions, peak-season can present challenges for your brand message to break through. While aligning with authentic voices in the industry may not be a new concept, Instagram has forced us to evolve the way we partner with ambassadors. In this session, we will break down the social media landscape and review a variety of best practices on how to influencer marketing can amplify your voice across the snow sports industry.

3:30 p.m. - 4:30 p.m. Room 401
Decarbonizing the Grid
Geraldine Link, NSAA

Jon Goldin-Dubois, Western Resource Advocates
A discussion with NSAA partner ski resorts and Western Resource Advocates about their approach to clean energy and how collaborative partnerships with utility companies can actually prove to be the straightest line towards meeting our climate goals.

4:00 p.m. - 4:45 p.m. Room 405
Digital Content Strategy for the New Outdoor Era
Harriett Riley, Nemo Design

There’s a culture gap in the outdoors, and it’s growing as fast as the industry. Our audience might be bigger—but assuming these newcomers are traditional participants is a surefire way to lose them. Join Nemo Design’s pro digital content strategist Harriet Riley to learn how the veteran agency helps clients bridge that gap. With a lens on digital content strategy, Riley provides actionable takeaways to help brands and retailers connect with a wider audience and not alienate their core supporters.

Wednesday, January 30th, 2019

12:00 p.m.- 1:00 p.m. Room 401 
Advancing Your Climate Strategy: Emerging Best Practices for Emissions Reduction in the Supply Chain
For organizations striving to be leaders on climate, the foundation of a solid climate strategy includes setting transparent goals and implementing an array of practical emissions reduction strategies. As manufacturers, the bulk of our emissions are deep in the supply chain where we have less leverage and challenges with measurement. How do we work together to address the impact of our materials, invest in emerging renewable energy markets in the areas we source from, and engage with our consumers? This session will look at emerging practices to assess and reduce scope 3 emissions, including industry collaboration around energy efficiency, renewable energy procurement and investment, land use strategies, and examples of how a few outdoor industry companies are working to better understand and reduce their own impact.

1:00 p.m.- 2:00 p.m. Room 405
Must-Haves for a Successful Sustainability Strategy
Do you know what it takes to make true progress on your company’s sustainability efforts? Come and learn what every brand needs in order to establish or evolve its sustainability strategy. Leave with a better understanding of the tools available to help you identify the issues that matter most to your business, gain deeper transparency into your supply chain and materials, and plan for action. Plus, we’ll share our favorite hacks for designing and executing your sustainability game-plan for small to mid-sized brands.

2:00 p.m.- 3:00 p.m. Room 405
Succeeding in Modern Day Retailing
Vincent Pao, Rain Retail
Technology has forever changed the way people shop. Today, the pre-purchase shopping journey takes many twists and turns as consumers move from clicks to bricks with relative ease to browse and buy. While convenient for shoppers, it's becoming increasingly harder for retailers to know exactly where and when consumers begin their search and how they can be a part of the shopper’s journey in the moments that matter most.

Thursday, January 31st, 2019

7:00 a.m.- 9:00 a.m. Room 401
U.S. Retail and Consumer Trend Presentation 
Julia Day, NPD Group
Join us for breakfast and see where the marketplace is going and what your customers are thinking. This popular presentation will help you understand current market trends and dynamics, explore who is coming into your stores, and discover what drives them there. Get a winning advantage — a clear view of exactly what's happening in outdoor consumers' shopping trends.

10:00 a.m.- 11:00 a.m. Room 405
Content Marketing for the Outdoors
MJ Legault, Origin Design & Communications
In this session, we'll discuss the problems that many of us are encountering with our content marketing. Some of these problems have to do with the steady diet of content — some of which we can all admit is junk — that we are force feeding our customers with. Beyond content overload, however, we’re also going to talk about what we all need to do now that our customers are stuffed full, and the world’s social media channels have forced us onto a diet by changing their algorythms. We'll look at post-content marketing era strategies we’re seeing emerge, and examples of brands applying them successfully.

12:00 p.m.- 1:00 p.m. Room 401
State of the Rockies and Conservation in the West: A Discussion of Bipartisan Issues and Opinions in the Rocky Mountain West
Debate about outdoor recreation, conservation on public lands and energy development and the trade-offs of each is ongoing across the nation. Join Outdoor Industry Association, Colorado College, the Center for Western Priorities and two of the nation’s leading pollsters for the release of the renowned 2019 Conservation in the West Poll and a discussion of the evolving opinions and priorities in the land management conversation in the West.

1:30 p.m.- 2:15 p.m. Room 405
Digital Transformation and Your Business: 5 Prerequisites
Matt Nakari, Centric Software
Join Centric for a discussion of the Business, Process, Data, Culture and Discipline needed to ensure the success of any Digital Transformation project.  Key factors to look for in your organization to determine if you are ready to make the leap.


Industry + Intelligence Regional Learning Labs

Taking place in the fall 2018, these five regional Learning Labs are designed to give our members opportunities to learn more about important topics critical to their businesses, featuring engaging presentations from chosen experts.

The Fall 2018 I+I Learning Lab locations and dates are outlined below. Questions? Please contact us at

Salt Lake City, UT:  10/3/18
Governors Office of Econmic Development
60 E S Temple
60 East South Temple, Third Floor
Salt Lake City, UT 84111
8:00 - 10:00 a.m.

Boulder, CO:  10/11/18
Spyder Showroom
4725 Walnut Street
Boulder, CO  80301
Learning Lab: 9:00 am – 12:00 pm
Round table discussion: 12:00 noon (limit: 20

Killington, VT: 10/23/18
Killington Grand Resort Hotel and Conference Center, Northstar Meeting Room
228 East Mountain Road
Killington, VT  05751

Irvine, CA:  10/25/18
Irvine Marriott
18000 Von Karman Avenue
Irvine, CA  92612
Learning Lab: 10A – 12:45P
Round table discussion: 1:00 p.m. (limit: 20)

Vancouver, Canada: 11/14/18
Pinnacle Hotel Vancouver Harbourfront
1133 West Hastings Street
Vancouver, BC  V6E 3T3
Learning Lab: 9:00 a.m. – 11:45 a.m.


Archive:  Watch the 2018 Industry + Intelligence Day Presentations

To view all the presentations and speakers from 2018's Industry & Intelligence Day, click HERE.