SIA
PUBLISHED BY ACTIVE INTEREST MEDIA TUESDAY, JANUARY 31, 2017
ON-SNOW DAILY
OFFICIAL PUBLICATION OF THE 2017 ON-SNOW DEMO/SKI-RIDE FEST
Skiing and Riding #forwork An industry with the coolest jobs in the world takes a day to sample the product.
SIAsnowshow.com | ON-SNOW DAILY 2017
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ON-SNOW DEMO | CONTENTS
3 SUNNY DAYS
Buyers fill the aisles to test out ski gear on Day 1 of the Demo.
4 NEW TOYS
Nordic Demo rolls in with new ski and binding technology.
6 ADD-ONS
Demo-goers take the time to accessorize with helmets, goggles & audio tech.
8 PHOTOS
Images from the first day of the On-Snow Demo.
11 BOARD TALK
Fresh shapes take over the the snowboard demo; retailers talk pros for their shops.
Uphill/downhill contest returns for a good cause.
16 EXHIBITORS
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ON-SNOW DAILY 2017 | SIAsnowshow.com
ELEANOR WILLIAMSON AND ANDY HAWK
13 UP AND DOWN
ON SCENE | ON-SNOW DEMO
SUNSHINE ENERGIZES SKI DEMO Buyers fill the aisles to test gear on Day 1 of the Demo.
ELEANOR WILLIAMSON AND ANDY HAWK
Fueled by a bluebird day, retailers
filled the On-Snow Demo aisles Monday, eager to test out the latest ski tech in ideal conditions. Versatility was a theme on the Snow Show floor this year, and that carried over into the Demo aisles. Ryan Leach, president of Fischer Skis, was at the Demo on Monday getting feedback in real-time on Fischer’s newest models. “This is where the rubber meets the road,” he said. He said that while the Demo was good for business, it was also an opportunity to play. “We as an industry have to embrace the fun,” he said, if we want to attract new participants to the sport. To that end, Fischer used the Show and subsequent Demo to showcase gear for rentals and kids skis, in particular, recognizing that first impressions do matter. In its booth at the Demo, Rocky Mountain Underground (RMU) was feeding demand for its newest offerings, the Apostle 89 and the North Shore 108. For 2017-18, RMU is offering all of its planks in carbon and simplified into three lines: North Shore, Apostle and Valhalla. “We’re giving people more options underfoot,” said Global Marketing Manager Jessie Unruh, who was also eager to show off RMU’s women’s line at Monday’s Demo, featuring the Junia and the Valhalla. In the boot room, Nordica’s Scott Russo said skiers were heading straight for the Strider for testing, which he calls a highperformance hike boot. He also aimed to showcase “premiere rental” boots, built with the goal of making skiing easier from the get-go for newcomers. Across the aisle, John Dinmore from MDV Sports – the new unified branding for
FROM TOP: SNO-GO IS DESIGNED TO LOWER THE LEARNING CURVE; GETTING DIALED IN.
Marker, Dalbello and Volkl – echoed meeting the needs of a wide variety of skills. He was touting the new Panterra, whose 201718 version is 25% lighter. The spirit of the Demo lived in Sno-Go, a ski bike company at the Show for the first time this year. The three-ski contraption is like “training wheels for skis,” said Obed Marrder, who founded the Kickstartedfunded business with Chase Wagstaff, also at the Demo on Monday. The two were aiming to get users on the Sno-Go, to build buzz and acceptance in the market. Bonus: They said users can learn how to use the Sno-Go in just two runs. The day wrapped up with a happy hour at the base and a party courtesy of Elan, complete with 80s jams.
SIAsnowshow.com | ON-SNOW DAILY 2017
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ON-SNOW DEMO | NORDIC
NORDIC DEMO ROLLS IN WITH NEW TOYS
Fat bikes, ski and binding technology, and sunshine fire up retail spirits.
AND THEY’RE OFF: TESTING THE LATEST GEAR AT THE NORDIC DEMO.
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ON-SNOW DAILY 2017 | SIAsnowshow.com
ride on trails. We are very excited that we will have three bikes in the line next year.” The first day of the Nordic Demo was capped off by SIA Research Director Kelly Davis at the Nordic Happy Hour and Roundtable where Nordic brands and retailers shared their thoughts on industry trends. Nordic participation enjoyed a 12% growth during the 2015-16 season, and the number of women participating has grown each of the past four seasons.
ALL LINED UP: NEW GEAR READY FOR TESTING IN COPPER’S EAST VILLAGE.
REESE BROWN AND ANDY HAWK
On the heels of a successful 2015-16 retail season, retailers and brand reps at Monday’s Nordic Demo were upbeat. Monday’s events got off to a quick start, as Nordic retailers elected to move their indoor sessions to the afternoon. Warm temperatures and abundant sunshine brought retailers out early, filled with excitement to test new gear. “The SIA Nordic Demo is starting out very strong,” said SIA Nordic Director Reese Brown. “There is a new boot binding technology that was rolled out in Denver, and Copper is the first time retailers and media have had the opportunity to ski on them. Additionally, we have a boot company that is joining the Demo for the first time. This Demo continues to be one of the best opportunities to effectively test product aiding in buying decisions for 2017-18.” In addition to a variety of classic and skate Nordic gear, Swix Sport USA brought a fat bike to the Nordic Demo. “Swix’s new fat bike program is great,” said Swix Sport USA’s Polly Tucker. “We have it at Nordic centers and people may want to do something different after they ski for a bit. The bike is super stable and fun to
NORDIC | ON-SNOW DEMO
NORDIC TRACKS Notes from the front lines of the Nordic demo.
“The health and well-being movement in general is driving Nordic sales. People are figuring out that Nordic skiing is a winter activity that is going to keep them fit and healthy, and is relatively inexpensive to participate in.”
“We’re just demoing some of the new classic and skate equipment, checking out what is new. It is a busy year in Nordic skiing.”
—Simon Butler, Devil’s Thumb Ranch, Colo.
—Polly Tucker, Swix Sport USA
Ken: “We are warming up on classic skis, and we are trying some of the new skin skis which are pretty easy to get grip with and they glide well.” Carol: “We’ll test highend skate skis, but we are looking for skis that we can sell to a more entry-level clientele.”
—Ken Cramer and Carol Bilbrough, Cross Country Connection, Laramie, Wyo.
ANDY HAWK
“I’ve been in Boulder about a year and a half. I am originally from Northern Michigan, and used to skiing on the VASA up there. I’m here checking out new products from Madshus.”
—Andrew Sturtz Hayter Communications, Boulder, Colo.
“We are mainly testing new skin skis for this year. (The Demo) is a great chance to do them back to back and get a good sense of what fits where.”
—John Gallagher Trail Sports, Canmore, Alberta
SIAsnowshow.com | ON-SNOW DAILY 2017
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ON-SNOW DEMO | PHOTOS
Demo-goers complemented their ski and board get-ups Monday with goggles, helmets, poles and even audio and communications gear at the Demo. Anon was hawking its Magnetic Facemask Integration, a seamless connection between goggles and facemasks. Anon’s Greg Kennagh said the brand was seeing steady crowds Monday morning. The sunny conditions were perfect to test out goggles nearby from Scott. “The good thing about today: It’s allowing people to see the positive effects of our goggle’s chrome finish, which minimizes glare,” said Andrew Putt. Scott’s LCG, or Lens Change Goggle, was on display for testing on the slopes. Outdoor Tech’s Chips 2.0 setup provided a soundtrack for Demo-goers’ runs. The 6
upgraded universal wireless snow helmet audio kit added a walkie-talkie feature this year. A quick press of a button and you can talk to your friends on the mountain. “You can also talk to Siri,” said Heather Woodbury, a rep at the Demo. Can’t beat that. And in its fourth year at the Demo, Wintersteiger’s Hotronic and boot-fitting company Bootdoc were set up outside the boot room. While it was a little warm on Monday to test out Hotronic’s new heated sock, Bootdoc was taking the opportunity to custom-fit footbeds for the crowds. Bootdoc’s Ryan Eittrein also offered compression socks for testing. “Compression socks are really important as a boot-fitting tool,” he said.
ON-SNOW DAILY 2017 | SIAsnowshow.com
ELEANOR WILLIAMSON
DEMO-GOERS TAKE TIME TO ACCESSORIZE
ELEANOR WILLIAMSON
CLOCKWISE FROM TOP LEFT: DETAILED WORK; TAKING A BREAK; BALANCING ACT; A GOOD DAY’S WORK; AND FEELING THE LOVE.
SIAsnowshow.com | ON-SNOW DAILY 2017
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ON-SNOW DEMO | PHOTOS
ELEANOR WILLIAMSON
CLOCKWISE, FROM TOP LEFT: GETTING DIALED IN; TAKING A BREATHER AT THE BLIZZARD TENT; A BEAUTIFUL CLEAR DAY; GETTING THE PERFECT FIT; AND NOT TAKING THEMSELVES TOO SERIOUSLY.
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ON-SNOW DAILY 2017 | SIAsnowshow.com
ELEANOR WILLIAMSON
CLOCKWISE FROM TOP: READY TO GET ON THE SLOPES; WHITE CHOCOLATE TO FUEL YOUR NEXT RUN; SERIOUSLY READY; CONSIDERING HER NEXT MOVE; AND FINAL STEPS BEFORE THEIR NEXT RUN. SIAsnowshow.com | ON-SNOW DAILY 2017
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ON-SNOW DEMO | SKI
SKI THOUGHTS Buyers provide their takes on the first day of the Demo. “There is a lot of difference between skis that is subtle. You can only understand those differences by testing them out.” —Tony Millonig, Chalet Ski, Madison,Wis.
“We’re here to socialize, see friends and promote our brand. I’m also excited to try out Elan and the Roxa boots.” —Bob Lilly, Elevation Sports, W.Va.
“I want to test to see the tech changes from last year to this year. It helps us help our customers.” —Christine Riege, Epic Mountain Sports, Winter Park, Colo.
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ON-SNOW DAILY 2017 | SIAsnowshow.com
“This is a great opportunity to ski with my retailers and introduce them to new models. Copper is great place to test the Ripstick out in particular.” —Bill Ehmke, sales rep, Elan
ELEANOR WILLIAMSON
“We’re looking for more local brands. We’d love to carry something that was made in Colorado.” —Jackson Lacek, Ski Barn, Durango, Colo.
SNOWBOARD | ON-SNOW DEMO
BOARD TALK
Snowboard buyers on why the demo is so important to their shops. “I’m trying out everything today. When we test out boards, we can speak better to our customers about how they perform.” —Jen Roberts, Buckman’s, Pa.
“Our guests want top-of-theline technology. This Demo helps us to gain product knowledge so that we can help them get the product they are looking for.” —Sinji Sano, Four Mountain Sports, Snowmass, Colo.
“We are also trying out boards from companies that are vying for spots in our store. It’s a huge advantage to feel the board over different terrain here in Colorado.” —Vince Falco, Scandanavian Ski, Glenview, Ill.
“We have 200,000 women in our network online. We are here to test out women’s gear and provide reviews to our members.” —Laurie Tewksbury and Kersten Vasey, Outdoor Women’s Alliance, Utah
ELEANOR WILLIAMSON
FRESH SHAPES TAKE OVER SNOWBOARD DEMO A surge of fresh shapes filled the Snow Show aisles this year, speaking to riders looking to build a quiver based on where and how they ride. A full array were on display on the first day of the Demo. Riders were lined up early to test out Arbor Collective’s boards. “It’s the busiest Demo we’ve ever done,” according to Ryan Turley, sales manager. He said sales were up 20% last year, and the brand has taken on more dealers for 2017-18. This year Arbor is offering its first women’s binding, as well, which riders were eager to try. Buyers were also drawn to the Terrapin powder board and the Clovis camber system model. L2R Snowboards had a small quiver of snowboards available for testing. The highlight: the Abstract model, built to commemorate the late Luke Dorsey, a close friend of L2R’s founder. A percentage of the proceeds from the board go to organizations that support cancer survivors. SIAsnowshow.com | ON-SNOW DAILY 2017
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ON-SNOW DEMO | SNOWBOARD
CLOCKWISE FROM TOP: READY TO ROLL; HANGING AT THE RIDE BOOTH; THE HOVLAND SNOWSKATES TEAM READY TO SHRED; L2R SNOWBOARDS’S COMMEMORATIVE ABTRACT BOARD FOR LUKE DORSEY.
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ELEANOR WILLIAMSON
Over at the Nitro Snowboards booth, the crew was eager to show off its Quiver series, which drew attention thanks to its interesting shapes and bright colors, popping on the snowy backdrop. Women’s boards were also in demand, said Nitro’s Kris Kuster. For Nitro, sales are 50-50 – men to women’s boards. So they’ve put the same investment into tech for their women’s boards in recent years as their men’s, recognizing a growing number of women can rip right alongside (or ahead of) the men. Retailers were lining up to try out Marhar’s Lumberjack, which it billed as a do-anything board. “We call it the Swiss Army Knife of boards,” Nathan Morse, founder and designer for Marhar, said. The Woodsman is its sidekick and also was in high demand on Monday. Marhar sees its powder board offering as providing a lot of bang for the buck, and conditions were ripe to show that the boards shred more than just powder.
RACE | ON-SNOW DEMO
UPHILL/DOWNHILL, A CHALLENGE BOTH WAYS
Novice and pro racers go head to head in annual battle for bragging rights. The annual Uphill/Downhill Challenge brought out ama-
teurs and elites alike during the On-Snow Demo on Monday. The racers in the longest-running fund-raising industry event of its kind grabbed gear from the Demo area, slapped on skins for the climb, and headed up Bouncer to Solitude Station before descending again down to the Village.
The competition – complete with costumes – benefited the U.S. Ski Mountaineering World Team. Teams competed against their own best times for industry and at COSMIC elite levels. This year’s field included the usual mix of serious competitors, first-timers, off-the-desk CEOs and costumed warriors.
ANDY HAWK
CLOCKWISE, FROM TOP LEFT: KICKING OFF THE RACE; THE WINNERS CELEBRATE THEIR VICTORY; HOPPING DOWN THE BUNNY TRAIL; AND THE CHALLENGE WAS OPEN TO KIDS OF ALL AGES.
TKTKTK SHINDIG AT THE SUMMIT PHOTOS AND QUOTES
SIAsnowshow.com | ON-SNOW DAILY 2017
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ON-SNOW DEMO | FUEL
FOOD AND DRINK
Keep that energy up: Fuel up at Copper Mountain’s array of hot spots for eats and drinks
Center Village
A Lift Pizza: Pizzas and meaty sandwiches, featuring homemade dough and housesmoked meats. Belgian Bean: Stop by for a java, burritos and fresh pastries in its new location in Flyers Grille on the mountain. Or load up on waffles with all of the toppings you could want. Camp Hale: With locations in Solitude Station, Center and East Villages, this is the spot for a latte and a breakfast sandwich. You can also grab toasty winter drinks and cocktails. C.B. Grille: This popular spot serves up artisan pizzas, Choice Angus steaks, seafood and tasty burgers. Or grab a drink during its upscale happy hour. Daylight Donuts: Because you can nev-
er have too many donuts. Or if you insist on passing on the sugar, you can opt for a breakfast burrito here instead. Endo’s Adrenaline Café: Open all day. Stop by for nachos, soup and turkey melts. From 3–6 p.m., pack in for happy hour. Flyer’s Soup Shack: Stop by this cozy stop at the top of the American Flyer lift to warm up with some hot soup or a burger fresh from the grill. Gustino’s: New York-style pizza with tomatoes imported from Italy and dough from scratch. View of West Lake. Incline Bar & Grill: Tuck in for steaks and seafood, and 20 beers on tap. Jack’s Slopeside Grill: Fare from chicken fingers to Pho Ga in food court layout; open from breakfast to happy hour (3-6 p.m. daily). Jill’s Umbrella Bar: On sunny days, sip C.B. GRILLE
cocktails and nosh on apps on the deck. Mahi’s Street Tacos: New at Copper, this spot serves up tasty fish, chicken, shrimp and steak tacos. Mountain Melt: Open from 11 a.m. to 5 p.m. daily, this is where you get your creamy mac ‘n cheese and grilled cheese. Mulligan’s Irish Pub: End your night at this locals’ late-night bar with games and a full menu until close. Storm King Lounge: Grab a seat at the Japanese sushi bar for nigiri, rolls and a late-night happy hour. Sugar Lips Mini Donuts: Fried up while you wait in a cozy shack on West Lake, plus specialty coffees and ice cream.
East Village
Double Diamond: A cozy family-owned Copper institution near the base of Super Bee. Try the baby back ribs or pizza. Grand Hall Market: Variety of Italian-inspired food court fare; check for the $5.99 lunch special. JJ’s Tavern: Slow-smoked BBQ in an 1800s atmosphere based on the legacies of JJ and Molly Brown. Meats are smoked inhouse. Happy hour from 3-6 p.m. daily.
JACK’S SLOPESIDE GRILL
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ON-SNOW DAILY 2017 | SIAsnowshow.com
COURTESY OF COPPER MOUNTAIN RESORT
FOOD & DRINK
ELEANOR WILLIAMSON
PHOTOS | ON-SNOW DEMO
CLOCKWISE FROM TOP LEFT: THE ARBOR CREW; A COLORFUL LINEUP; BOOT-ROOM FUN; AND GETTING DOWN TO BUSINESS.
SIAsnowshow.com | ON-SNOW DAILY 2017
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ON-SNOW DEMO | EXHIBITORS
EXHIBITOR LIST* Adidas Snowboarding Aloha Products Alpina Arbor Snowboards Arc’teryx Apex Ski Boots Armada Atomic Nordic & Alpine Bent Metal Bindings Bern Black Crows Black Diamond Equipment Bollè Blizzard Capita Snowboards Coalition Snow Dalbello Ski Boots DC Deviation Skis & Snowboards Dynafit DPS Skis Dragon Dynastar Skis Envy Snow Sports Elan Electric Fisher Alpine Flow Snowboarding Flux Bindings Full Tilt G3 Giro Goggles & Snow Helmets Gnu Snowboards Good Carbon Ski Products Grass Sticks HEAD Wintersports Alpine Skis, Ski Boots & . Bindings HillRyder Icelantic Skis Indigo Ski Equipment Jones Snowboards
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K2 Skis & Snowboards Kästle Skis Kerma Ski Poles La Sportiva Lange Ski Boots Leki Poles Liberty Skis Lib Tech Snowboards Line Skis Look Bindings Madshus Marhar Snowboard Marker Ski Bindings, Helmets & Goggles Meier Skis Native Eyewear Never Summer Snowboards Nitro snowboards Nordica Boots & Skis Now Bindings Oakley POC Ride Snowboards Rocky Mountain Underground Rome Snowboards Rossignol Alpine, Nordic, Snowboard & LOOK Bindings Scarpa Salomon Alpine, Snowboards, Goggles, Helmets & Nordic Sandbox Helmets Scott Sports Sego Skis Shred Helmets & Goggles Sims Snowboards Skia Spy Start Wax & Poles Stockli Superfeet
ON-SNOW DAILY 2017 | SIAsnowshow.com
Swix Alpine Ski Tuning Equipment & Ski Poles Tecnica Tyrolia Alpine and Alpine Touring Ski Bindings Union Bindings Uvex Vans Venture Snowboards Volkl USA Von Zipper Sunglasses & Goggles Wintersteiger Yeah For It (Bataleon, Lobster, Switchback) Yes Snowboards Zeal Optics
*In conjunction with the Western Winter Sports Representatives Association (WWSRA) Rocky Mountain Demo, and in partnership with Cross Country Ski Areas Association (CCSAA)