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 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.

I+I Learning Lab locations and dates are outlined below. Click the link to see all the presentations scheduled.

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)

  • Intro & State of Industry Update
    Maria McNulty, SIA
  • Uniting Against Climate Change
    Chris Steinkamp, SIA
    Geraldine Link, NSAA
    Jon Goldin-Dubois, Western Resource Advocates
  • Retail and Consumer Trends
    Bruce Dotterrer and Julia Clark Day, NPD
  • Location Based Advertising
    Klint Rudolph, The Xcite Group

Register here:

Killington, VT: 10/23/18
Killington Grand Resort Hotel and Conference Center, Northstar Meeting Room
228 East Mountain Road
Killington, VT  05751
Learning Lab: 9:00 am – 12:00 pm
Round table discussion: 12:00 noon (limit: 20)

  • Intro & State of Industry Update
    Nick Sargent, SIA
  • Retail and Consumer Trends
    Todd Poseley, NPD
  • Brick and Mortar Retail is Not Dead and Online Retail is Not the Enemy
    Tracy Beers, Snowsports Digital Marketing
  • Marketing to Moms & The Power of the Influencer Community
    Nicole Feliciano, Momtrends

Register here:

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)

  • Intro & State of Industry Update
    Nick Sargent, SIA
  • What I Learned When I Learned Facebook Ads
    Ben Curnett, The Xcite Group
  • Affiliate Marketing: How and why you should  work with influencers
    Mike Hardaker, Mountain Weekly News
  • Disruption, Democratization and The New Activist Entrepreneur
    Vipe Desai, HDX Mix

Register here:

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.

  • Intro & State of Industry Update
    Nick Sargent, SIA
  • Path to Purchase
    Tom Stockham
  • Location Based Advertising
    Klint Rudolph, The Xcite Group
  • Engaging Your Sales and Distribution Teams in New Product Initiatives
    Lynette Seebohm, Concurrent Strategies LLC
    Liz Keating, Aqua Lung Canada

Register here:

Industry + Intelligence Day, January 29, 2019 Denver, CO

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

We'll be in touch soon with more details, but please make sure to put this date on your calendar. If you'd like to be a speaker at this event, please let us know by submitting a proposal here.  

Archive:  Watch the 2018 Industry + Intelligence Day Presentations

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

Why Research is Important to Your Bottom Line:  We are a data driven society, understand why it is important to your business and what you need to know. Including what is going on in the current market, future trends and how data can affect your business. Participants:  Nate Fristoe, RRC (moderator) J. Michael Boyle, Adapt Analytics, Maria Teresa Sampedro, Promostyl, Ryan Wilson, FiveFifty

Consumers and Digital Convergence:  The snow and outdoor sports industries are going through major changes when it comes to engaging with consumers. From the various sales channels to finding products to the in-store experience, consumer expectations have evolved more in the last few years than any time in history. Many technologies have converged to give brands and retailers the tools to meet consumer demands including online personalized online marketplaces, in-store beaconing, and simplified checkouts, providing an opportunity to offer a true omnichannel commerce approach. This presentation will touch on some of these major changes and solutions, including examples of how brands and retailers are meeting and exceeding consumer expectations. Presenter: Ruben Martin, Quivers International, Inc.

Filling the Void: Taking On Global Warming When Our Country Isn’t
It is 2018, governments from around the world have come together to address a challenge that threatens the future of their communities and economies: climate change. All except one, the United States. To fill the void, American corporations, businesses, and state and local governments are taking action to address this threat. From internal mitigation efforts such as supply chain management and business practices to advocacy at the federal, state and local level, they are working across political lines to address the threat. Join us to learn about how climate change impacts the industry, what companies are doing to fight global warming through mitigation and advocacy and learn about a menu of options and resources to take action today. Moderator: Chris Davenport Panelists: Amy Roberts, Executive Director, Outdoor Industry Association, Mario Molina, Executive Director, Protect Our Winters, Chris Steinkamp, Strategic Consultant, Snowsports Industries America, Jenn Vervier, Interim VP of Marketing, CSR Director, New Belgium Brewing, Valerie Bone, Director, Corporate Responsibility, Pacific Market International

Optimizing Retail Procurement,  Seeking a Seamless B2B Buyer Experience With the collapse of big box retail and the strength of online commerce (Amazon), specialty retailers are facing negative side effects of a discerning consumer. The generation shift alongside technological advances has forever changed the face of specialty retail. Our presentation will address the “shift” within retail, how retailers need to work closer with their manufacturers, and how manufacturers need to collaborate with one another. Josh will speak to how a more open, thoughtful, and curated approach within these relationships will help everyone win. Presenter: Josh Reddin, Elastic Suite

Creating Authentic Brand Experiences for the Outdoor Consumer:  More than ever it is critical to connect the dots across channels, devices, and moments to create a consistent and seamless experience that provides value and resonates with outdoor consumers on an emotional level. A well-designed, personalized experience — one based on deep user insights, coupled with the right mix of athlete ambassadors, compelling visuals, and relevant interactions — can be the difference between creating a long-lasting relationship versus a frustrated consumer who writes off your brand. Presenter: Cara Peckens, imre

Changing the Game by Changing the Rules: Creating a Culture of Leadership to Drive Innovation - Rob Katz, CEO, Vail Resorts
Rob will speak to how Vail Resorts has re-imagined the mountain resort experience around the world by carefully curating a unique leadership culture within Vail Resorts, focusing on the personal development of the company’s more than 30,000 brave, ambitious and passionate employees, and leveraging that development to drive innovation both within the company and in the industry as a whole. Presenter: Rob Katz, Vail Resorts

Snow Safety: How to Help Protect our Best Customers As our customers have more options than ever before how can the industry come together to avoid accidents like what we’ve seen in the past? Hear from Steve Berlack about his mission to bring this conversation to the forefront in the wake of personal tragedy. Learn about how you can contribute to the conversation as well as the tools and resources currently available. Presenter: Steve Berlack, BRASS Foundation

The State of the Retail Ecosystem in 2018
Specialty, online, direct to consumer and changing consumer buying habits.  What does it mean for our industries? Is there room for everyone? Participants: Kristin Carpenter-Ogden, Verde Communications, Verde Strategy (moderator) Ben Johns, REI, Teddy Schiavoni, Summit Ski & Snowboard, NSSRA, Christian Gennerman, 180 Commerce

Differentiate, Don’t Alienate: Content strategy for the new outdoor era:  This business was built on an awesome outdoor-worshipping community—and that community is growing fast. Who wouldn’t want in on a lifestyle that celebrates freedom and fun? But rapid progress presents new challenges for brands. How can they connect and engage with a wider audience and not alienate their core supporters? And while they’re at it, what about adapting to cultural changes, challenges and nuances in a genuine way? Join Nemo Design’s pro content strategist Harriet Riley to learn how the veteran agency helps brands bob and weave in an ever-changing climate. Presenter: Harriet Riley, Nemo Design

Location Based Advertising through GeoFencing:  Location-Based Advertising tells us as much about who companies are, on and offline, by the demographics of the people that visit them, as it does to tell a story about who you are. By tracking where potential customers go, what they do, buy, etc., online and offline, our technology is able to capture 3 key factors, context, home association and offline data, to build a custom audience for our advertisers. Then we use a combination of; Geo Fencing, Location Retargeting and Behavioral Targeting to execute on our strategy. Presenter: Klint Rudolph, Xcite Media Group

The Higg Index: Assessing, Measuring, and Communicating Sustainability in the Supply Chain
Join the 130 outdoor industry companies that are already using the Higg Index to measure and communicate their sustainability practices! Whether you’re in the business of apparel, footwear, accessories, or equipment, Outdoor Industry Association invites you to attend this session and learn more about the Higg Index suite of tools and how they can help your company.  We’ll also present the first-ever snapshot of outdoor industry sustainability performance, using 2016 Higg Index data. Participant: Nikki Hodgson, OIA

Participation and Why it is Everyone’s Responsibility
How do we define participation?  How can we grow the pie?  How do we become more invitational and speak to new potential participants?  How can we get the demo graphics of our sports to reflect the demographics of the US?  Participants: Constance Beverley, National Winter Sports Education Foundation (moderator), Mike Waesche, Rocky Mountain Underground, Paul Pinchbeck, Canadian Ski Council, TBA, Amazon, Ryan Lauer, Outdoor Foundation, Sarah Wojcik, Ski Vermont