OFFICIAL PUBLICATION OF THE 2016 SIA SNOW SHOW
PUBLISHED BY ACTIVE INTEREST MEDIA EARLY JANUARY 2016
DENVER BOUND! Get On-Snow The On-Snow Demo’s new two-tiered pricing lets you customize your experience testing the latest gear & accessories at Copper. (p. 16)
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Study Up
Industry + Intelligence is back for its sophomore year, with plenty of seminars to help you grow your business. (p. 10)
Map It Out
This detailed guide to the Show gives you everything you will need to plan your stay in the Mile High City. (p. 8)
“We’re a small industry, so it’s important to do this, stick together, and make sure this industry grows.” —Lori Underwood,
Peter Glenn Ski & Sports, Florida (p. 8)
GET SOCIAL
Stay in touch on Facebook, Instagram & Twitter during the Snow Show, Industry + Intelligence and On-Snow Demo: #SIA16, #SIAintel
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Polartec® is a registered trademark of ©Polartec, LLC 2016
ORIGINAL POLARTEK FLEECE, 1980s CATALOG.
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AFTER 35 YEARS IT’S NOt JUST NOSTALGIA GIVING YOU THAT WARm & FUZZY FEELING. In 1981 we thought we were inventing a fabric. Instead, we created a category — synthetic fleece. A single fabric with characteristics that looked, felt and outperformed everything available at the time. More warmth from less weight, breathable weather resistance, and ohhh so soft and comfortable. What we wear to go outside would never be the same. In fact, Polartec® synthetic fleece wasn’t just changing performance expectations, it was changing the world. Time Magazine even named synthetic fleece one of the great inventions of the 20th century. Leading outdoor brands started taking this innovation and pushing the limits of new performance apparel. Before long, designers were cutting and sewing synthetic fleece into fashionable looks for all walks of life. Much like shoulder pads and parachute pants, our original synthetic fleece would come to define the look of an era. But unlike fashion fads, the versatile functionality of Polartec® synthetic fleece endures. That’s because the benefits of Polartec ® synthetic fleece have evolved and expanded over the decades. Advanced knitting techniques lead to patented grid and high loft constructions, increasing comfort and breathability, as well as improving warmth and softness of hand.
in 2016, Designers are re-imagining what’s possible with polartec synthetic fleece. ®
THE THERMAL PRO CARDIGAN, BY QOR We even improved on the raw materials used to make synthetic fleece by pioneering a method to knit premium polyester yarn from upcycled plastic bottles. This is the same process that has diverted billions of bottles from landfills. Modern Polartec® synthetic fleece has moved far beyond the wardrobe of the outdoor enthusiast. Today, contemporary brands are making trend right apparel that’s not only functional, but redefines what’s possible with the styling of fleece. Proof that the desire for premium comfort is timeless.
QUALITY YARN. DETAILED KNITTING. SUPERIOR WARMTH. SOME THINGS NEVER GO OUT OF STYLE. POLARTEC.COM
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IN THE ISSUE | UP FRONT
Contents
ABOUT THE SHOW
PUBLISHER Andy Hawk
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EDITOR Lindsay Konzak
8 Show Time!
All the details you need to plan your trip to Denver for the snow sports event of the year.
ART DIRECTOR Jackie McCaffrey Bradley
10 Industry + Intelligence
Get schooled with a full day of seminars, keynotes and market intelligence.
12 Sourcing Snow
34
Meet raw materials suppliers face-to-face at this increasingly popular Show floor destination.
CONTRIBUTORS Jake Black, Kailee Bradstreet, Eugene Buchanan, Krista Crabtree, Joe Cutts, Connor W. Davis, Greg Ditrinco, Jordan Gaines, Ben Gavelda, Courtney Holden, Eric Smith, Michael Sudmeier, Morgan Tilton ADVERTISING SALES Sharon Burson, Andy Hawk
14 CRAFT @ SIA
ADVERTISING COORDINATOR/ EXECUTIVE ASSISTANT Lori Ostrow
CRAFT @ SIA gives handcrafted ski & snowboard makers their own hub on the Show floor.
16 On-Snow Demo
Head for the hills to Copper Mountain, where you can test the latest & greatest gear & accessories.
20 Fun & Games
GROUP PRODUCTION DIRECTOR Barb Van Sickle 42
44
TOP TRENDS
Get local insight on where to go and what to eat when the Show floor closes each night.
28 Alpine Skis
22 Events Schedule
Plan ahead to get the most out of your time at the Snow Show. Here's what's happening.
24 Photos: Looking Back
If last year is any indication, there's no doubt your time will be well-spent at the Snow Show. 6
Brands are slimming their offerings for 2016-17, but are still prepared for epic powder.
30 Ski Boots
Personalized fit and lightness continue to drive innovation in the boot market.
32 Women’s Skis
PRODUCTION Caitlin O’Connor PREPRESS TECHNICIAN Idania Mentana Read the digital version of the Snow Show Preview at snewsnet.com or snowsports.org. Snow Show Preview is part of Active Interest Media’s Outdoor Group Kent Ebersole, Vice President, General Manager Allen Crolius, Vice President of Sales and Marketing
Women's skis are at the top of the trickle-down effect for 2016-17 lines.
34 Nordic
36 Snowboards
2016-17 snowboards continue to push the envelope while giving a nod to the past.
38 Snowboard Boots & Bindings
Newest designs emphasize flex & customization.
40 Snowboard Apparel
Expect a focus on different riding styles.
42 New Exhibitors
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Brands will grace the Show floor for the first time.
44 Ski Apparel
Backcountry needs drive apparel design.
46 Goggles
Brands follow the mantra: The simpler, the better. 24
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48 Helmets
Lines tout safety features like never before.
Active Interest Media 5720 Flatiron Parkway, Boulder, CO 80301 EXECUTIVE CHAIRMAN Efrem Zimbalist III PRESIDENT & CEO Andrew W. Clurman EXECUTIVE VICE PRESIDENT & CFO Brian J. Sellstrom EXECUTIVE VICE PRESIDENT, OPERATIONS Patricia B. Fox SVP, DIGITAL & DATA Jonathan Dorn VICE PRESIDENT, FINANCE Craig Rucker VICE PRESIDENT, CONTROLLER Joseph Cohen VICE PRESIDENT, RESEARCH Kristy Kaus Copyright 2016 by Snow Show Preview
COVER PHOTOS BY JULIE ELLISON AND ALTON RICHARDSON
With new lines, Nordic brands focus on lowering the learning curve for newcomers.
SNOW SHOW PREVIEW 2016 | SIAsnowshow.com
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COVER PHOTOS BY JULIE ELLISON AND ALTON RICHARDSON
A Year of Transition
THIS WINTER WILL BRING MANY CHANGES TO
my world as the 2016 SIA Snow Show (Jan. 28-31, 2016) will mark my last official duties as President of SnowSports Industries America (SIA). I will hand over the gavel to Nick Sargent at the end of the Show. As you can imagine, this makes me somewhat sentimental and reflective on my 40+ years working within the snow sports industry. Truthfully, I can’t imagine a better industry to be a part of – so many talented, passionate people that I’ve worked with along the way. And the amazing locations I’ve visited on behalf of snow sports – all of it has been an enormous privilege. With that said, I’m going to relish the upcoming SIA Snow Show like I never have before – and you should, too. The following pages of The Preview will help you make the most of your time in Colorado. One-of-a-kind events, parties, new product launches and seminars scheduled during the 2016 SIA Snow Show, Sourcing Snow and On-Snow Demo/Ski-Ride Fest can all be found in this helpful guide. SIA will again host the hugely successful Industry + Intelligence gathering, which made its debut last year. The daylong industry-only event, scheduled for Wednesday, Jan. 27, will prepare Show attendees with educational offerings, market intelligence, networking opportunities, keynote speakers and social gatherings, all before the Show doors open. The Snow Show will also highlight product segments with exclusive areas including Backcountry Experience, Rental World/Backshop, Uniform Gallery, CRAFT @ SIA, Nordic Center, and, new this year, the I+I Live seminar center and food from local celebrity chefs and farm-to-table menus around the Show Hall. I look forward to seeing you in the aisles of the Colorado Convention Center and on the mountain at Copper as we preview the new products for next season and welcome the new SIA president. Thank you all for making my run so exciting.
BONJOUR À TOUS LES MORDUS DE NEIGE,
L’hiver apportera un vent de changement dans ma vie lorsque le 2016 SIA Snow Show, qui se déroulera du 28 au 31 janvier 2016, inaugurera puisqu’il s’agira de mon dernier salon en tant que président de SnowSports Industries America. À la fin du salon, je passerai d’ailleurs le ATOMIC CLIFFLINE flambeau à Nick Sargent. STORMFOLD JACKET Vous pouvez sûrement l’imaginer, une bouffée d’émotions m’envahit à la pensée des 40 dernières années et plus que j’ai passées à travailler dans l’industrie des sports de neige. Honnêtement, je ne peux imaginer faire partie d’une meilleure industrie que celle-ci – et travailler avec autant de personnes aussi talentueuses que passionnées, sans oublier les incroyables destinations que j’ai visitées au nom des sports de neige. Quel immense privilège! Cela dit, je savourerai le prochain SIA Snow Show comme jamais auparavant – et vous devriez vous aussi. Au fil du numéro The Preview, vous lirez sur une tonne de choses à faire pour occuper chaque minute de votre séjour au Colorado. Ce guide utile vous fera découvrir des événements uniques, des partys, des lancements de nouveaux produits et les séminaires prévus durant le SIA Snow Show 2016, le Sourcing Snow et le duo On-Snow Demo/Ski-Ride Fest. SIA tiendra aussi le très populaire rendez-vous Industry + Intelligence, qui a été inauguré l’année dernière. Cet événement d’une journée se déroulera le mercredi 27 janvier et préparera les participants en leur offrant des activités éducationnelles, des informations commerciales, une occasion de réseautage, des conférenciers d’honneur et des réceptions, et ce, avant l’ouverture du salon. Le Snow Show mettra aussi en vedette des segments de produits pour des secteurs exclusifs, y compris Backcountry Experience, Rental World/Backshop, Uniform Gallery, CRAFT @ SIA et Nordic Center, en plus du centre de séminaires I+I Live et de la participation de chefs et fermes locaux célèbres dans le hall du salon. Je suis impatient de vous voir dans les allées du Centre des congrès du Colorado et à la montagne Copper pour découvrir les nouveaux produits de la prochaine saison et accueillir le nouveau président de SIA. Merci à tous d’avoir fait de ces années un parcours si passionnant. Salutations les plus sincères,
Respectfully with much appreciation,
Recevez mes plus cordiales salutations
David Ingemie SIA President
David Ingemie Président de SIA
▲ WORLD CUP SKI RACER BODE MILLER SIGNED AUTOGRAPHS AT THE HEAD BOOTH AT THE 2015 SHOW.
▲ THE HAPPIEST OF HOURS: ROAM AT THE END OF EACH DAY FOR MUSIC & DRINKS ON THE SHOW FLOOR.
SIAsnowshow.com | SNOW SHOW PREVIEW 2016
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THE SIA SNOW SHOW | ABOUT SHOW
It's Show Time! GET READY FOR THE SNOW SPORTS EVENT OF THE YEAR
THE SIA SNOW SHOW KICKS OFF JAN. 27,
2016, with the second year of Industry + Intelligence, followed by the Snow Show and Sourcing Snow from Jan. 28-31. Expect more than 18,000 retailers, reps, brands, media, athletes and others at the long-anticipated event, and get an insider’s look at the hottest 201617 gear, style and accessories. The Show also pro-
vides educational opportunities throughout, with experts in product development, merchandising, marketing, sales and more. On Feb. 1-2, test out all that gear you’ve been eyeing at the On-Snow Demo/Ski-Ride Fest and Nordic Demo, which returns to Copper Mountain Resort. Get the latest on exhibitors, events, seminars and more at SIAsnowshow.com.
Opening Ceremony
The SIA Snow Show will kick off on Jan. 28 with an Opening Ceremony at 8:30 a.m. in the Convention Center lobby. Check for updated details at SIAsnowshow.com/events.
4 Reasons to Go to the Snow Show
INDUSTRY LEADERS WEIGH IN ON HOW RETAILERS, REPS AND BRANDS WILL BENEFIT FROM THE 2016 SNOW SHOW. INTERVIEWS BY CONNOR W. DAVIS
Plan Your Visit to Denver
Go to SIAsnowshow.com/register to register. Sign up before Jan. 20 to save $20 off your registration. SIA’s official housing partner in 2016 is OnPeak. Go to SIAsnowshow.com/hotels to learn more or find lodging. You may also call 855-902-2787 to book. Go to Denver.org/SIA to get the scoop on restaurants, breweries, live music and more while you’re in town for the Show.
Downtown Discounts SIA HAS NEGOTIATED DISCOUNTS FOR TRAVEL to downtown and the Convention Center from the airport. Get details on the following deals and more at SIAsnowshow.com/transportation.
Use the discount code SPP2P when reserving your spot with SuperShuttle to/from the airport and downtown Denver.
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“We go to SIA because it's the best venue and ski Show to not only see all of our next season's ski lines, but also our unique clothing brands. When my parents started the store, they had to look for brands that no one else around us was carrying and a lot of those brands came from Europe. We're lucky enough that now, a lot of those lines show in Denver when the only other place they show is ISPO in Munich.” —Bond Longley, softgoods manager and buyer, Startingate Ski Shop, Vermont
“SIA gives us the opportunity to digest what gear is out there and what we want to test. You can get a good grasp on what kind of orders you need to make for the shop, and how our original buying plans need to be adjusted based on what we see.” —Bart Pierce, owner, Pierce Skate & Ski, Minnesota
Download the App
Get the Snow Show App free at SIAsnowshow.com/showapp for Show floor maps, restaurants and bars, events and seminars, and Sourcing Snow and On-Snow Demo info.
SNOW SHOW PREVIEW 2016 | SIAsnowshow.com
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PHOTOS BY (FROM TOP) ALTON RICHARDSON; COURTESY (3)
“It’s important to attend the SIA Show because it’s the largest gathering in North America of snow brands and retailers. It’s the one place the whole industry meets. You get to see all of the products, talk to all the management teams and product teams, and it’s great because it creates a good vibe for our industry as a whole.” —Jono Zacharias, senior vice president, Westlife Distribution
PHOTOS BY COURTESY
“At SIA, we're able to learn about and support the initiatives taking place within the industry that we think we should know about and be involved with. You get so many people under one roof discussing things and making decisions that are meaningful going forward. And we’re a small industry, so it’s important to do this, stick together, and make sure this industry grows.” —Lori Underwood, president and general merchandise manager, Peter Glenn Ski & Sports, Florida
Renting a car or driving to the Show? This year, we’ve partnered with Parking Panda to make parking easy and stress-free. Simply book online with Parking Panda to enjoy exclusive discounts at thousands of parking garages and private lots and spaces across the city. And once you reserve parking, that spot is guaranteed. First-time users: Use the promo code SIA10 for 10% off your reservation.
SHOW FEATURES IN-DEPTH DISPLAYS ON NORDIC, BACKCOUNTRY AND RENTAL MARKETS
Rental World/Backshop & Uniform Gallery THIS DISPLAY, PRESENTED BY SAM MAGAZINE, showcases the latest hardgoods rental equipment and accessories, backshop tools and uniforms. Get your exclusive look at these categories and narrow your choices in a relaxed setting on the Show floor. Rental buyers are invited for breakfast and a preview Thursday and Friday. On Saturday, breakfast will be complemented by a rental fit seminar. Learn more at SIAsnowshow.com/Rental.
Nordic Center
Backcountry Experience
PREVIEW THE LATEST IN EQUIPment, apparel, accessories and technology for the cross country and snowshoe set. Take advantage of Nordic Center resources to introduce your customers to a growing segment. New this year: an interactive biathlon simulation including a laser biathlon rifle and a Concept 2 Ski Erg where you can get a realistic taste of the sport. The Nordic Center is presented in partnership with the Cross Country Ski Areas Association. Learn more at SIAsnowshow .com/Nordic.
STOP BY THE BACKCOUNTRY EXperience to hear from American Institute for Avalanche Research and Education (AIARE) professionals about safety and the latest equipment for the backcountry. Backcountry Experience will feature retail clinics, panel discussions and happy hours with the pros. And learn about The Avalanche Project’s newly branded backcountry education campaign, Know Before You Go. Details and an SIA Backcountry Retail Kit are available at SIAsnowshow. com/Backcountry.
Passing the Torch Industry Celebration
Come celebrate a career in snow that has lasted more than 50 years, and toast to the future. Join us to watch David Ingemie pass the torch to new SIA President Nick Sargent on Saturday, Jan. 30, 5-6 p.m., at the main entrance to the exhibit floor in the Colorado Convention Center.
PHOTOS BY (FROM TOP) ALTON RICHARDSON; COURTESY (3)
PHOTOS BY COURTESY
Diving Deeper
NICK SARGENT, CENTER, WILL TAKE THE REINS AS SIA PRESIDENT, FOLLOWING IN THE FOOTSTEPS OF DAVID INGEMIE (RIGHT). SARGENT WAS PREVIOUSLY THE VICE PRESIDENT OF GLOBAL BUSINESS ALLIANCE AT BURTON SNOWBOARDS. ALSO SHOWN, BOB GUNDRAM, CHAIRMAN OF THE SIA BOARD OF DIRECTORS AND CEO OF C3.
2016 Sneak Peak GET YOUR EYES ON THE GEAR YOU CAN EXPECT TO SEE AT THE SHOW AT SIAsnowshow.com/sneakpeak and hit the ground running when you arrive.
Connect Now STAY IN TOUCH BEFORE AND DURING THE SNOW SHOW AND ON-SNOW Demo on Facebook, Instagram and Twitter. Follow us at @siasnowsports and post: #SIA16
Dining, Elevated
Come hungry, because SIA has revamped your food options for the 2016 Show, offering new menus that go beyond your standard ballpark fare of pizza by the slice, meat on a bun and run-of-the-mill nachos. We’ve invited award-winning chefs to craft recipes with Snow Show attendees in mind. The new spread will be situated throughout the Show floor, rather than in a central food court. Expect: Custom-order stir-fry, with your choice of meat, veggies and sauce. Healthy options at Wystone's beyond the typical boxed salad. Sweet and savory crepes from Crepes & Company that give you decadence to go from breakfast to dessert. A taste of the West at the Colorado Cantina, including homemade pork green chili, Mexican street tacos and burritos. And more! Bon Appetit!
SIAsnowshow.com | SNOW SHOW PREVIEW 2016
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+ SIA SNOW SHOW | INDUSTRY INTELLIGENCE
INDUSTRY + INTELLIGENCE IS BACK FOR ITS SOPHOMORE YEAR, PACKED WITH INSIGHT TO GROW YOUR BUSINESS ON JAN. 27, INDUSTRY + INTEL-
ligence returns for a second year at the Snow Show. This year, the day before the Show floor opens will feature nearly 20 sessions covering five core intel tracks: State of the Industry; Manufacturing and Production; Business Development; Marketing and Social Media; and the Specialty Retailer Series. “We are very excited to bring back Industry + Intelligence for the second year,” says Maggie Bittner, SIA associate director, Events and Education. “Building upon the success from 2015, there will be additional sessions geared toward helping in all aspects of your business. New this year is a partnership with National Ski Areas Association (NSAA). The organization will be presenting on several topics from the resort side.” This year’s keynote speaker will be featured at lunch on Jan. 27; visit SIAsnowshow.com/intel for the latest.
The 2016 Industry + Intelligence is presented in partnership with Blue Acorn, a premium e-commerce agency that helps retailers and brands, and Bronto, which provides a cloud-based commerce marketing automation platform to mid-market and enterprise organizations worldwide.
The Details
Industry + Intelligence on Jan. 27 is free to registered Snow Show attendees. Arrive at the Convention Center with your Show badge, and enjoy a day of seminars, market intelligence, networking, lunch and keynotes – all included. Do your homework: Check out SIA’s new portal at Snowsports.org/intel, a part of Industry + Intelligence 365, bringing you snow sports insights year-round.
Let the Job Search Begin LOOKING FOR OPPORTUNITIES IN THE SNOW SPORTS INDUSTRY? SEEKING TOP
candidates for open positions? The Shmooz is the place to be. The annual SIA job fair, hosted by career website Malakye.com and SIA, returns this year and will be held during Industry + Intelligence on Jan. 27 from 2-5 p.m. It is free for both exhibitors and attendees. SIA encourages everyone to stop by and network, whether or not you’re looking for fresh talent or a new job. “The Shmooz is a great event for companies to participate in to find talent for immediate needs, cultivate for future needs and spread the word about what an awesome place your company is to work for and build a career and life with,” says Chad Mihalick of Malakye.com. He says that the Shmooz is a great place to connect in person – both for job candidates and companies looking to fill positions. For candidates, he offers this tip: “Do not expect people on the other side of the table to help you figure out how you’ll fit in. That’s your job.” For more information on the 2016 Shmooz, or to get involved, contact Mihalick at chad@malakye.com. —Jordan Gaines
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SIA is collaborating with the National Ski Areas Association (NSAA) to provide an even more comprehensive view of the industry to attendees. NSAA has shared more than 140,000 on-hill interviews with SIA, bringing you detail never before seen on consumer behavior. During Industry + Intelligence, a series of seminars will cover demographics, financial performance metrics, visitation trends, and operational best practices. “The collaboration alone has been so valuable,” says Kelly Davis, SIA research director. “The information they’ve given us has opened up a whole new view. Plus, now the supply side and the resort side get the same picture – how cool is that?”
The Details
Jan. 27 at 1:30 p.m., NSAA will present its State of the Industry presentation. At 3 p.m., NSAA research guru Nate Fristoe of RRC Associates will address the evolving snow sports consumer in a seminar based on his research on Millennials.
SNOW SHOW PREVIEW 2016 | SIAsnowshow.com
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PHOTOS BY (FROM TOP) COURTESY; ALTON RICHARDSON
#SIAintel
PHOTOS BY COURTESY
Get Schooled
A 360Degree View of Your Customer
Kelly Davis is SIA’s director of research. She’s tasked with translating consumer, market and other data into actionable intelligence for retailers, reps and manufacturers in the snow sports industry. Davis will be presenting several seminars during Industry + Intelligence on the current state of the industry, including some exciting new data centered on consumer behavior. We spoke with Davis about how you can apply the data to your business. Q: Tell me about the data that you’ve been tracking over the past year and that Industry + Intelligence attendees can expect to learn more about. What’s new? KD: We have gathered data from thousands of surveys done on-slope with skiers and snowboarders about the equipment they use and their intent to buy everything from their equipment to their parka. We will be talking a lot about who our participants are, how they experience snow sports and what it means to them, and how to bring more of them into the market. Q: How should attendees think about applying these trends to their businesses? KD: I would advise retailers to tailor their ads
and their merchandising in-store to specific snow sports demographics. If they understand who is most likely to buy based on our demographic and intent-to-buy data they are more likely to sell product to that customer. If you know that most women over 25 who come into the shop to lease equipment for their kids are skiing on seven-year-old equipment, it presents an opportunity. Consider merchandising with her in mind wherever she is likely to be headed in the shop to lease equipment for the kids. I would advise reps to use the same data to sell to retailers and help retailers use the same data to target specific groups of consumers. Additionally, reps that are current on market trends and consumer behavior have a more educated sales pitch for retailers, and the rep with the best intelligence is more likely to successfully sell. That idea is about as old as
State of the Industry Seminars
SIA Director of Research Kelly Davis will present seminars on trends in hardgoods and softgoods in two sessions on Jan. 27 from 9 a.m. to 12 p.m.
human civilization; read Sun Tzu’s Art of War for more on how valuable good information can be when used strategically. Q: Any cautions in applying broader trends to a local business? KD: There is nothing more valuable than knowing your customer. Retailers, like all small businesses, should maintain a database of their customers, engage them using an omnichannel approach, and constantly and deliberately build a body of knowledge about their customers and local trends. The more aggregated information we provide works well as a comparison group and can guide retailers to ask their own customers about trends. —Lindsay Konzak
Master Your Craft with Top-Notch Seminars for Your Business
SIA OFFERS NONSTOP OPPORTUNITIES FOR FEEDING YOUR BRAIN, INCLUDING INDUSTRY + INTELLIGENCE, SOURCING SNOW, BACKCOUNTRY EXPERIENCE, RENTAL WORLD, WOMEN'S LOUNGE AND I + I LIVE ON THE SHOW FLOOR
PHOTOS BY (FROM TOP) COURTESY; ALTON RICHARDSON
PHOTOS BY COURTESY
Why the Data Matters
ONE OF THIS YEAR'S EDUCATION TRACKS TARGETS SPECIALTY RETAILER success. Peak behind the curtain in “Trade Secrets! What Are Other Retailers Doing to Be Successful?” at 1:30 on Jan. 27; and be there as Dan Holman of Management One reveals his 12-step program to creating a healthier retail environment in “Winning@Retail” later that afternoon. John Davidson of Bronto presents “Preparing for Your Peak Season: From Pre-Season Engagement to Driving Repeat Sales,” on Jan. 28, when he’ll talk about how to build momentum and shopper engagement throughout the year so that they think of you when it’s time to buy. Digital remains front and center this year, with several sessions on social media, including “Like, Follow, Blog or Tweet: Picking Effective Consumer Research Strategies,” “Facebook Marketing Tactics for 2016” and “Know Your Customers to Keep Your Edge Online” – all on Jan. 27 during Industry + Intelligence. On Jan. 28, get the latest on digital strategy with “Learning the New Digital Playbook,” and on Jan. 29, “Social, Mobile & Digital for Independently Owned Companies” addresses how to apply the latest tactics to your business. Learn how to tell your own story with a series of seminars, including “Connect to Your Customers with the Power of Passion-Driven Branding” and “How to Create Story-Driven Brand Experiences,” both on Jan. 28, and “Branded Content: How to Remain Authentic & Sell-Out at the Same Time” on Jan. 29. Get the full and updated schedule of seminars at SIAsnowshow.com/seminars.
SIAsnowshow.com | SNOW SHOW PREVIEW 2016
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AT THE SHOW | SOURCING SNOW
Open Source
SUPPLIERS COME FROM NEAR AND FAR TO SHOWCASE RAW MATERIALS INNOVATIONS Sourcing Snow exhibitors are descending on Denver from around the world with a myriad of snow-sportspecific innovations. But for those materials to comprise the soft and hardgoods of tomorrow, manufacturers must bring their textile, raw materials and brand-specifier teams to the Show to meet participating exhibitors. "Just to spend a half hour walking the Sourcing Snow floor is so important from an idea standpoint," says Nick Schubert, Sourcing Snow's show director. "If they meet one vendor they've never been exposed to, it pays for the Show. Also, it's the smaller companies that should be taking more advantage of Sourcing Snow because they don't have the resources that a larger company does." In addition to aligning manufacturers with suppliers and bolstering product innovation, Sourcing Snow provides a vital educational component. This year's event features seminars on topics that are front of mind in the industry, including brand protection, product development, patents, trademarks and more. "Sourcing Snow continues to gain traction," says Mary Cecile Neville, director of marketing and communications for SIA. "The energy and quality are there at the Snow Show. Adding the textile component brings it full circle so that it is everything snow – the one-stop shop for the winter sports industry." Get more details at SIAsnowshow.com/Sourcing. — Eric Smith
Sourcing Snow 101
Julie Garry, owner and CEO of Outdoor Gear Inc., the parent company of Boulder Gear, says manufacturers should make time for Sourcing Snow, which runs Jan. 28-31 on the Snow Show's main floor. She shares some of the reasons why her company finds the business and networking so important. Q: What's a good plan to have in place before attending Sourcing Snow? JG: First and foremost, build it into your schedule. We all know how hectic things can be at SIA so having it slotted into your schedule is critical. Next, identify any areas where you may have a gap so you can target that specifically and make the best use of your time. However, do not limit yourself to only current needs as Sourcing Snow can prompt new ideas as you browse and discuss opportunities with the suppliers. Q: Which members of the Boulder Gear team attend Sourcing Snow with you? JG: Both our product development team and our designers take advantage of attending Sourcing Snow with an eye toward all apparel categories – kids, youth, women’s and men’s. Q: What are the benefits of Sourcing Snow for Boulder Gear?
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Sourcing Education
On Jan. 28 and 29, take advantage of seminars at Sourcing Snow on protecting your brand, developing products, the importance of patents, tips and tricks on trademarks, and getting the capital you need to fund your next big idea. Learn more at SIAsnowshow.com/Sourcing.
JG: It has been beneficial for us to meet with suppliers we may not currently work with, develop new relationships and have an expanded view moving forward. Q: How important is it to meet potential suppliers and see their products in person? JG: A key component of the supply chain is the development of relationships, and this provides us the opportunity to have an additional face-to-face with current suppliers, as well as begin relationships with new. Making themselves accessible during SIA eases this process, and the opportunity to touch and feel is critical as we evaluate uses. Q: Anything you see or experience at Sourcing Snow that you don't find anywhere else? JG: Each year we attend, we see something that we had not come across in our development/design process. As Sourcing Snow grows in the number of suppliers, the benefit will grow along with it. Q: Why should other brands attend? JG: In many cases, the right people to attend Sourcing Snow are already attending SIA so my advice is fit it into your schedule. From a selfish standpoint, greater attendance generates increased interest from suppliers and is the best guarantee that Sourcing Snow will attract suppliers that currently aren’t participating. — Eric Smith
PHOT0S BY COURTESY
SOURCING SNOW ENTERS ITS FOURTH YEAR AT the SIA Snow Show as an increasingly popular and essential destination for any manufacturer seeking a fresh crop of fabric, textile and fastener suppliers. The business and networking event, held all four days (Jan. 28-31) on the Snow Show's main floor, gives manufacturers' designers and production personnel the chance to meet raw materials suppliers face to face, helping them strengthen existing partnerships and discover new innovations for their products. "For us as a brand and a company, Sourcing Snow overall helps us keep our relationships with current vendors strong," says Robert Yturri, senior vice president of sales and marketing at Sport Obermeyer. "I firmly believe the more personal interaction, the more efficient and effective our partnerships, especially discussing urgent timely issues, as well as strategic and tactical future developments." Sourcing Snow includes more than 40 exhibitors, with a healthy mix of regulars and newcomers alike, all of whom are eager to showcase their new material innovations to the hundreds of snow sports manufacturers in attendance. "It gives us access to new brands," says Jose Fernandez, president of merino wool supplier Global Merino, which will debut a featherweight baselayer wool at Sourcing Snow. "We go to the outdoor shows and hit the outdoor brands, but we don't really get to see the ones that are snow-sport specific."
SNOW SHOW PREVIEW 2016 | SIAsnowshow.com
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AT THE SHOW | CRAFT
Boutique Brands
CRAFT
CRAFT @ SIA’S THIRD YEAR HIGHLIGHTS THE PASSION & INNOVATION OF INDEPENDENT BRANDS Revision Skis will be showing off its urban-leaning wares at CRAFT @ SIA. Revision, a freestyle skiing brand, believes in individuality. It also believes in making mistakes. It’s one of few companies in the industry to offer a rail-damage warranty, covering damage done on rails, boxes or cement. Revision’s skis are made for skiers who push the envelope on the mountain. Bill Wanrooy, founder of Revision Skis, says that the brand is looking forward to SIA to “meet new friends and reconnect with old ones.” Other craft brands gracing the Show floor this year will include Coalition Snow, a women’s-specific ski and board company; Franco SnowShapes, a Jackson Holebased snowboard company; Alaska-based Fairweather Ski Works, using locally-grown and harvested wood; DOWP Group, made in the San Juans of Colorado; and more. —Jordan Gaines
SNOPLANKS
Get the latest list of CRAFT @ SIA exhibitors at SIAsnowshow.com/Craft
PHOTOS BY (FROM TOP) ALTON RICHARDSON; COURTESY JAMES NICOL
INDEPENDENT BRANDS COMPRISE ABOUT 5 percent of the hardgoods market, but make up for that relatively small share with extreme passion for their craft, borne from time in the mountains. CRAFT @ SIA is returning for its third year to give handcrafted ski and snowboard manufacturers their own hub on the Snow Show floor. Take Snoplanks, founded in Bend, Ore., in 2012 to bring a surf-inspired powder-driven board to market. “They are for anyone who loves to surf powder,” says Co-Owner James Nicol. “We believe every serious rider should have a quiver to choose from, and we are striving to be the product you reach for when the snow is flying and conditions are deep.” The boards are constructed from bamboo, carbon fiber and fiberglass; Snoplanks offers models with and without edges. “There is no change in the thickness of the board from tip to tail, no sidewalls, no fills, no veneer topsheet,” Nicol says. “In essence the whole board is the core.” He says that CRAFT @ SIA is giving the company greater exposure and helping to introduce it to retailers nationwide.
INSIDE THE WORKSHOP OF FRANCO SNOWSHAPES IN JACKSON HOLE, WYO.
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Visit our booth to see entire selection of graphic ski socks.
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AT THE SHOW | ON-SNOW DEMO
Head for the Hills
AFTER THE SNOW SHOW CLOSES, THE ON-SNOW DEMO/SKI-RIDE FEST AT COPPER MOUNTAIN RESORT IS THE BEST PLACE TO TEST TOP GEAR FROM TOP BRANDS
AFTER SPENDING TIME OGLING THE LATEST
and greatest gear on the Show floor, you’ll be ready to let loose and head to Copper Mountain, 74 miles west of downtown Denver, for two full days of testing on the slopes. The On-Snow Demo/SkiRide Fest and Nordic Demo is the largest demo of new snow sports product and accessories worldwide. The event will run Feb 1-2, 2016, from 9 a.m. to 3:30 p.m. each day. Vendors will be on hand to set you up with skis, snowboards, boots, poles, helmets, goggles and other accessories. Copper’s Center Village will again serve as the spot for alpine, AT, backcountry, snowboard and accessories. The Nordic Demo will be in the East Village in partnership with the Cross Country Ski Areas Association (CCSAA). “For a brand, there is no better way to sell a product, whether it’s new to the line, a staple in the line or new to the market, than to get retailers out on the snow testing,” says Cami Garrison, director of the Western Winter Sports Representatives Association (WWSRA). The On-Snow Demo is held in conjunction with WWSRA's
Rocky Mountain Demo. “For a retailer, how can you sell a product if you don’t know how it rides on snow? Testing product is one of the best ways to educate yourself and your consumer.” Garrison’s tips for taking full advantage of the Demo? For vendors, have enough product to handle the demand of a demo the size of the On-Snow Demo/Ski-Ride Fest and Nordic Demo. Make sure your demos are tuned up and ready to go and that your staff is knowledgeable about your products. And reach out to your current and potential retailers to let them know you will be there.
“Year after year, the On-Snow Demo/Ski-Ride Fest at Copper proves to be 'The Place' to get out in the fresh air and test out the latest in innovations from all of your favorite brands and to try on something new from brands emerging on the market,” Garrison says.
The Early Bird Gets the Powder
Get moving right away at the Demo. Register now or onsite at the Snow Show so that you can jump right on the lifts when you arrive at Copper Mountain. Registration prices go up to $50 the day of the Demo, and only the Silver Package is available onsite. Register now at SIAsnowshow.com/OnSnow.
New Pricing
THIS YEAR, WE’RE TAKING A SIMPLER APPROACH TO PRICING. THE NEW TWO-TIERED PRICING SCHEME GIVES YOU THE FLEXIBILITY TO MAKE THE DEMO EXPERIENCE YOURS, INCLUDING TICKETS WITH OR WITHOUT FOOD. These packages must be purchased before 10 a.m. on Sunday, Jan. 31. Onsite registration for the On-Snow Demo/Ski-Ride Fest and Nordic Demo opens Monday, Feb. 1, at 8 a.m. at Copper Mountain Resort. Tickets are $50 onsite.
GOLD PACKAGE 2 Single-Day Lift Tickets/Trail Passes Happy Hour on Monday Daily Breakfast (Monday, Tuesday) Daily Lunch (Monday, Tuesday)
PRICING
Pre-registration*: $35
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PACKAGE INCLUDES
2 Single-Day Lift Tickets/Trail Passes Happy Hour on Monday
PRICING
Pre-registration*: $15 Onsite: N/A
Onsite: $50
Onsite registration for the On-Snow Demo/Ski-Ride Fest opens Monday, Feb. 1, at 8 a.m. at Copper Mountain. *Must be purchased prior to 10 a.m on Sunday, Jan. 31.
PHOTOS BY COURTESY
PACKAGE INCLUDES
SILVER PACKAGE
SNOW SHOW PREVIEW 2016 | SIAsnowshow.com
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AT THE SHOW | ON-SNOW DEMO
Your Ride is Here
Colorado Mountain Express is offering shared-ride shuttles, charter vans and privatecar services from downtown Denver to Copper Mountain for the On-Snow Demo. The discounted rates are:
Words of Wisdom on the Demo
HERE’S WHY YOU NEED TO HEAD UP TO COPPER TO TEST OUT SOME GEAR. INTERVIEWS BY CONNOR W. DAVIS
$25 one-way per person to Copper Mountain from downtown $50 one-way per person from Copper Mountain back to the Denver International Airport
Going Up? THE UPHILL/DOWNHILL Challenge returns to this year’s On-Snow Demo/SkiRide Fest. This year, it benefits the American Institute of Avalanche Research and Education (AIARE). The race kicks off Monday, Feb. 1, at 2 p.m. at the SCARPA booth. Get details at SIAsnowshow .com/uphilldownhill.
Rhythm Rally Returns
“It’s a chance to not only do some work, but have a great vacation at the same time. One of the problems with our Midwest demos is that we get a tremendous sense of how our Midwest skis work, but we don’t have any sense of how western skis work in deeper, bigger conditions. To not be a part of the On-Snow Demo would be a real hindrance for when we’re selling skis to people who are heading west.” —Brad Nelson, owner, Hi Tempo SnowSports & WaterSports, Minnesota
Back bigger and better, the Rhythm Rally promises to bring the stoke in its second year at the Demo. The single-track/banked slalom snowboard event benefits Adaptive Action Sports (AAS), a chapter of Disabled Sports USA. Get your team together – last year, riders competed in teams of five, with minimum one female per team – and stay tuned for more details for this year’s event at SIAsnowshow.com/OnSnow.
“You just can’t call yourself a specialty shop without taking advantage of the On-Snow Demo. Whether it’s the brands you already know or the brands you don’t know, it’s important to try them all and be able to give your customers the best overview and best opinion on them as possible.” —Greg Wozer, vice president, Leki USA
“The On-Snow Demo is a huge value to shops and employees. I like to relate it to the saying ‘actions speak louder than words’ in that we could all talk for days about product, but actually being able to strap in, ride it and feel it makes all the difference. With new technology coming out it's hard to imagine what something may feel like so to be able to test it and feel it under foot is insanely beneficial.” —Shay Manning, manager, Darkside Snowboard Shop, Stowe, Vt.
“The On-Snow Demo is really important for Liberty because seeing hardgoods in a booth is great, but there’s nothing that can show performance better than having people on our skis. That’s the greatest sales tool that SIA offers, and we’ve sold tens of thousands of skis as a direct result of it.” —Jim Satloff, co-founder and chairman, Liberty Skis
Ski or Ride the Best of Colorado FOR THE SEVENTH YEAR, SIA IS PARTNERING with Colorado Ski Country USA (CSCUSA) to offer SIA Snow Show attendees the chance to ski free or at a discount at some of the best resorts in Colorado. Registered SIA Snow Show buyers receive three free lift-ticket vouchers with their SIA badge that can be used any of the five days after the Show. Other registrants receive three 2-for-1 lift-ticket vouchers with their badges. This year’s participating resorts include: Arapahoe Basin, Aspen Highlands, Aspen Mountain, Buttermilk, Cooper, Copper Mountain, Crested Butte, Eldora, Howelsen, Loveland, Monarch Mountain, Powderhorn, Purgatory, Ski Granby Ranch, Snowmass, Steamboat Springs, Sunlight, Telluride, Winter Park and Wolf Creek Ski Area.
Nordic Learning
The Nordic Demo will once again take place at Copper Mountain’s East Village for two days, featuring the latest in skate skiing, classic cross country, touring and showshoeing. Get the scoop on trends in the Nordic market with a morning seminar Feb. 1 presented by SIA Research Director Kelly Davis. And at 3 p.m. on Feb. 1, stop by for a happy hour in the boot room for mini-presentations from each exhibitor on Skin Ski Technology and Custom Boot Fitting.
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PHOTOS BY (FROM TOP) COURTESY (5); BRIAN BRADLEY
Call 800-519-9613 or reserve online at ColoradoMountainExpress.com/SIA with the promo code SIASNOW. Learn more about SIA transportation options at the On-Snow Demo at SIAsnowshow.com.
SNOW SHOW PREVIEW 2016 | SIAsnowshow.com
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CONQUER YOUR MOUNTAIN The ALL NEW Tecnica Cochise
Introducing the all new Tecnica Cochise. The first walk mode boot to offer uncompromised downhill performance has been completely redesigned for 2017. Two years of intense R&D focusing on every aspect of the boot’s fit, function, and performance has culminated in a boot that can conquer whatever your mountain can throw at it.
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Local Insight INSIDERS TO THE COLORADO SCENE MAKE THEIR RECOMMENDATIONS FOR THE BEST PLACES TO HANG AFTER THE SHOW CLOSES EACH NIGHT. GET THE SCOOP ON ALL POST-SHOW GOINGS-ON AT SIASNOWSHOW.COM/EVENTS. INTERVIEWS BY LINDSAY KONZAK
Beers & Burritos
“Denver is way more hip than us mountain folk so we try to blend in at casual places like Euclid Hall and Lola, but don’t be surprised if we’re all piled into Illegal Pete’s for burritos and beers one night, too.” —Katie Hughes, marketing and communications specialist, Big Agnes, Steamboat Springs
Rock On
“El Chipoltapec (The Pec) is a small holein-the-wall jazz dive bar near Coors Field at the corner of Market and 20th Street. … If you enjoy live music, check out who is playing at the Bluebird on E. Colfax, as it’s a great little venue with several watering holes right across the street to get your pre-show groove on. It’s a quick inexpensive Uber away.” —Ted Eynon, Co-Owner, Meier Skis, Glenwood Springs
Late Night Fun
“For breakfast, I like the restaurant Snooze. It’s got a diverse menu, and it’s the perfect greasy spoon breakfast for a long day of appointments. … The TransWorld awards and the 686 lights-out boxing match are always a good time. Pretty much every brand has parties throughout the Show, as well. There are things going on every night.” —Jon Easdon, Blindside Colorado, Colorado Springs
Buon Appetito!
“‘Rilassarsi e mangiare bene.’ As the Italians say, ‘relax and eat well.’ Sometimes we just need to leave the noise and frenetic energy of the Show behind. Take some time to unwind and enjoy great food, wine and friends. Downtown Denver has many great dining options. One of my favorites is Venice Ristorante & Wine Bar. It is directly across the street from the newly renovated Union Station (worth a look around) at 1700 Wynkoop St. Make reservations and enjoy!” —Bret Fishman, principal, X-treme Fun Sales, representing La Sportiva and more, Boulder
Annual TransWorld SNOWboarding Riders’ Poll Awards Show
It’s the biggest night in snowboarding, set aside to honor the year’s best at Denver’s Ogden Theatre. Awards to be doled out: Video of the Year, Men’s and Women’s Rider of the Year, The Legend award and the TransWorld SNOWboarding Readers Choice award. This year, the event will be Friday, Jan. 29, at 7 p.m. Get more details from transworldsnowboarding.com.
Icelantic Winter on the Rocks Marks 5 Years ON FRIDAY, JAN. 29, AT 7 P.M., SIA ATTENDEES WILL TAKE OVER RED ROCKS AMPHITHEATER, WHICH WILL RISE MID-WINTER FOR ONE NIGHT TO celebrate snow sports. Adventure Club and Big Grams (big boi + phantogram) will play this year’s event, its fifth anniversary. A special guest will be announced. Stay tuned at icelanticskis.com/pages/winter-on-the-rocks.
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PHOTOS BY (FROM TOP) COURTESY (4); ALTON RICHARDSON (2)
ks Amnow play unced.
AT THE SHOW | FUN & GAMES
SNOW SHOW PREVIEW 2016 | SIAsnowshow.com
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THE BEST MOUNTAINS. ONE SEASON PASS. THE EXCLUSIVE SIA
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AT THE SHOW | SIA EVENTS
Mark Your Calendars PLAN AHEAD TO MAKE THE MOST OF YOUR SHOW LEARN
Launch into the SIA Snow Show with its second-ever Industry + Intelligence, a full day of free market intelligence, industry education and keynote inspiration on Jan. 27 from 9 a.m. to 5 p.m. It’s free to registered Snow Show attendees and sponsored by Blue Acorn and Bronto. Get more details at SIAsnowshow.com/Intel. Keep the learning going with I+I Live sessions, as well as a full slate of seminars and speakers throughout the Show in Backcountry Experience, Rental World/Backshop, Sourcing Snow, Women's Lounge and more. Get up-to-date topics, dates and times at SIAsnowshow.com/seminars. SEMINARS IN RENTAL WORLD
Protect Our Winters returns to SIA this year with its annual Burritos & Bloodies breakfast, featuring a keynote speaker Jan. 29. Doors open at 7:30 a.m.
CONNECT
The Shmooz is back again at the 2016 SIA Snow Show. The job event of the year, presented by Malakye.com, brings together employers and professionals during Industry + Intelligence on Jan. 27, 2 p.m. to 5 p.m. The Women’s Lounge will present examples of how to best merchandise women’s hard and softgoods for your store. On the trade show floor, the specialty lounge is presented by the Outdoor Industries Women’s Coalition (OIWC). New this year: an Industry Power Panel with Spawn. For details: SIAsnowshow.com/events.
SIA will recognize specialty retailers in the U.S. and Canada who have excelled in fostering relationships, moving product and setting their brands apart from the competition, while pushing forward the passions and growth of snow sports. Check SIAsnowshow.com/ events for details on the award ceremony. The Doc DesRoches Award will be presented Jan. 28 at 3 p.m. by SIA and the U.S. Ski Team to recognize an SIA member and Team supplier for its promotion of the Team’s brand and athletes. The OIWC invites SIA attendees to honor two outstanding women in the industry with the Pioneering Woman and First Ascent awards at the Keynote & Leadership Awards Ceremony on Jan. 30 at 7 a.m, featuring Mark Satkiewicz, president of SmartWool. And finally, join SIA for its Passing the Torch Industry Celebration on Jan. 30 from 5 p.m. to 6 p.m. at the main entrance of the exhibitor floor. We’ll be celebrating David Ingemie’s career in snow and passing the torch to new SIA President Nick Sargent.
SEMINARS
The 2016 lineup of SIA Snow Show seminars and clinics covers topics including marketing, research, production, market trends and sales. Including Industry + Intelligence, a daylong educational event on Jan. 27, here is the latest list of seminars as of Dec. 1. For the most up-to-date list, check out SIAsnowshow.com/seminars.
WEDNESDAY, JANUARY 27
9 a.m. – 12 p.m. Snow Sports Market Overview by Category with Kelly Davis, SIA director of research. Hardgoods from 9-10:30 a.m. and softgoods from 10:30-12 p.m. 9:30 a.m. Separating Yourself from the Pack – How Branding Can Help Advance Your Business Goals 11 a.m. Avoid a Biff; Protect Your IP! The Basics You’ll Need from A to Z 11 a.m. Driving Product Performance: How to Best Use Product Managers 1:30 p.m. Know Your Customers to Keep Your Edge Online 1:30 p.m. Trade Secrets! What Are Other Retailers Doing to be Successful? 3 p.m. Like, Follow, Blog or Tweet: Picking Effective Consumer Research (Fielding) Strategies 3 p.m. Winning@RETAIL 4:30 p.m. Facebook Marketing Tactics for 2016
THURSDAY, JANUARY 28
9 a.m. Eat, Fuel-Up and One-Stop Shop for the Latest
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Innovations, Tech & Style– for Rental/Backshop/Uniform Buyers 10 a.m. How to Create Story-Driven Brand Experiences 10 a.m. Brand Protection – U.S. vs. the World 11:30 a.m. Let Technology Increase Profits 11:30 a.m. Preparing for Your Peak Season: From Pre-Season Engagement to Driving Repeat Sales 12 p.m. Creating the Next Revolutionary Product 1 p.m. Boa Authorized Retailer 1 p.m. Connect to Your Customers with the Power of Passion-Driven Branding 2:30 p.m. Learning the New Digital Playbook 4 p.m. Brands and Retailers: You’re Invited to the 2nd Party!
FRIDAY, JANUARY 29
7:30 a.m. Protect Our Winters Breakfast: Burritos & Bloodies 9 a.m. Eat, Fuel-Up and One-Stop Shop for the Latest Innovations, Tech & Style – for Rental/Backshop/Uniform Buyers 9 a.m. How is the # and . Affecting Our Ski World? Hear Where Technology Meets Marketing 10 a.m. Protect Yourself and Avoid the Slough from Pipe Dream to Production (Patents) 10:30 a.m. Best Practices in Retail Training for Maximum Sales 10:30 a.m. Social, Mobile & Digital for Independently Owned Companies 12 p.m. Essential Questions for Choosing the Right eCommerce Technologies and Service Providers 12 p.m. Identifying and Engaging Your Brand’s Influencers 12 p.m. Your Idea is Legit and It Deserves Protection (Trademarks)
1:30 p.m. United States Marine Corps Ski System Requirement 1:30 p.m. Branded Content: How to Remain Authentic & Sell-Out at the Same Time 2 p.m. Working Capital Strategies: Grow on the Snow 3 p.m. Basics Choices
SATURDAY, JANUARY 30
7 a.m. Bacon, Bloody Marys & Inspiration: OIWC Keynote & Leadership Awards Presentation feat. Mark Satkiewicz, president of SmartWool 9:30 a.m. Practical Magic: The 5-Minute Rental Fit (Ski and Snowboard) - Power Panel Rental Industry Roundtable 10:30 a.m. SEO Best Practices for 2016: Improve Visibility and Stay Protected from Google Penalties
PHOTO BY (FROM TOP) ALTON RICHARDSON; JULIE ELLISON
APPLAUD
PROTECT OUR WINTERS BREAKFAST
SNOW SHOW PREVIEW 2016 | SIAsnowshow.com
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THE ALL NEW SPEEDMACHINE
HIGH PERFORMANCE, LIGHTWEIGHT, 100% CUSTOMIZABLE FEATURING
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AT THE SHOW | PHOTOS
Signs of a Good Time IF LAST YEAR IS ANY INDICATION, THERE'S NO DOUBT YOUR TIME WILL BE WELL SPENT AT THE SHOW
▲ GIVING A RUNDOWN ON THE INNOVATIVE ROXY BIOTHERM LINE.
▲ LYNSEY DYER SIGNED POSTERS AT THE 2015 SHOW FOR HER FILM, "PRETTY FACES." COUNT ON CELEBRITY APPEARANCES IN 2016, AS WELL.
▲ NETWORKING AFTER THE INDUSTRY + INTELLIGENCE KEYNOTE.
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▲ SHOWING OFF COLORADO PRIDE.
▲ THERE'S PLENTY OF CHARACTER TO GO AROUND AT THE SHOW.
PHOT0S BY JULIE ELLISON AND ALTON RICHARDSON
▲ THE FIRST-DAY CROWD, EAGER TO PERUSE THE AISLES.
SNOW SHOW PREVIEW 2016 | SIAsnowshow.com
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#WEARESKIING Atomic was born in the Austrian Alps in 1955, and more than 60 years on we’re still here. Over the years our equipment has raced to the top of every ski podium, reached the peak of Everest, and taken on every type of skiing you could think of. We’ve helped skiers go higher in the half pipe, further in the backcountry, faster on piste and longer on the cross-country track.
And the secret to our success? The know-how and passion of our employees and athletes. Skiing is an essential part of our lives. It’s in our blood. And every product we make is fueled by this passion for the sport we all love.
Skiing doesn’t just shape how we design and deliver our products. It inspires and defines us. It always has and always will.
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AT THE SHOW | PHOTOS
▲ EVER-PRESENT AT THE SHOW, KLAUS OBERMEYER GIVES THE EVENT TWO THUMBS UP.
▲ HAVING A LITTLE FUN DURING THE SHOW.
▲ CHEERS! HAPPY HOURS ABOUND EACH NIGHT THROUGHOUT THE SNOW SHOW FLOOR.
▲ AFTER THE SHOW FLOOR CLOSES EACH NIGHT, THE PARTY GOES ON. ABOVE, THE HOUSE OF VANS PARTY.
PHOT0S BY JULIE ELLISON AND ALTON RICHARDSON
▲ COALITION SNOW SEARCHES FOR THE NEXT GREAT TALENT AT THE SHMOOZ, THIS YEAR ON JAN. 27.
SIA DENVER SHOW BOOTH #4305
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WINTER IS HERE.
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TOP TRENDS | SKIS
Skis Slim Down
BRANDS ARE POISED FOR FORECAST DEEP POWDER WITH THEIR LATEST MODELS, BUT EXPECT THE MOST ACTION ON THE SKINNY SIDE IN NEW 2016-17 LINEUPS THE BAD NEWS: FAT-SKI SALES HAVE SUFFERED IN THE WAKE OF A STRING of poor-snow winters. The good news: The narrower skis that retailers are stocking up on take up less space on the wall, right? That means extra space for something even more profitable … like perhaps a bigger GoPro display. Maybe this is the year, when El Niño blesses us all with deep snow nationwide, and we all look like geniuses. We deserve it: Sales of alpine skis took a dip in 2014-15 season, down 6 percent to 624,000 units, according to the 2015 SIA Snow Sports Market Intelligence Report. If the snow returns as predicted, fat-ski sales will take care of themselves. But for now, ski manufacturers’ ardor for powder boards seems to have cooled, and if there’s an overarching trend in the 2016-17 offerings, it’s a continuing move toward generally narrower waists. That includes a raft of new mid-fats that are trending a bit narrower than existing models in the freeride collections. But more significantly, it also means an unabashed embrace of what not so long ago may have seemed like a dead category: the high-performance carving ski. That’s a trend that the instruction pros at Professional Ski Instructors of America (PSIA) should welcome. In a recent poll by SKI Magazine, they estimated that fewer than 10 percent of all skiers could capably carve a turn, and pointed to wider skis as a culprit. Many manufacturers agree. “So many people are skiing like crap on these wide skis,” says Elan’s Bill McSherry. “They just can’t find the edge.” Especially on hardpack snow, which after all is where skiers do most of their skiing. “People spend 80 percent of their time on groomed, so why not give them a ski that will help them have a good time,” says Head’s Andrew Couperthwait. “People need to
TOTAL SALES
▲ HEAD SUPER SHAPE I TITAN
▼ LIBERTY ORIGIN 106
Training Needs
Andy Kingston, co-owner, Alpine Shop, S. Burlington, Vt. Q: What are some of the challenges facing specialty shops? AK: Recruitment has become a challenge, especially for the technical side of things like ski service and boot fitting. There’s no substitute for someone who has five or 15 years’ experience, and it seems like they’re harder to find. The equipment is a lot more technical these days, so your people need to be more experienced. And it’d be nice to have access to training on just general selling skills. Other industries have sales-specific training. I don’t see that as much in skiing. buy skis for where they ski the majority of time, rather than a fat ski for three to four times a year.” Here’s an overview of the offerings for 2016-17, from fat to slim.
FATTIES
Nobody wants a Blue Oyster Cult song stuck in his head all winter, but if the El Niño of 2016 lives up to its Godzilla billing, we’ll take it. And deep snow could mean a longawaited rebound in fat-ski sales. Völkl will be ready. Its new Confession—burly, directional heir to the Shiro—sports a 117-mm waist. Salomon’s new QST line tops out at a 118 mm. It showcases a new carbon-flax-blend laminate called CFX superfiber. Eric Pollard, of course, has a new powder-ready creation for Line, the 125-waisted Pescado, billed as having a quicker, turnier, more directional feel. Scott slims down its Scrapper from 124 mm to a slimmer, lighter-weight 115 mm. And Elan takes its awesome Ripstick name and applies it to a line of, not carvers, as in the past, but freeride fatties that range up to 116. But that’s about it for new offerings from big-name brands in the full-fat category. “When it stopped snowing, dealers were left sitting on them,” says Atomic’s Jake Strassburger. “But my gut is that a lot of that is cleaned up now. Dealers brought in far fewer powder skis, so I think there’s room, and if we get some snow this year, we’ll start selling more of them because there’s room now.”
MID-FATS ▲ ROSSIGNOL EXPERIENCE 88
▲ DPS WAILER F106
28
No problem selling skis in this category. Even in the East, retailers report that avid skiers have embraced the 100-ish waist width. And suppliers have taken note of the fact that
▼ BLIZZARD BODACIOUS
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ARMADA ARV
Rossignol sold its 106-waisted Soul to the tune of some 12,000 pairs this year. So not surprisingly, there’s plenty of new-product action here, though new models are trending narrower. Rossignol updates its blockbuster 7 Series models with a new laminate, Carbon Alloy Matrix, which combines carbon and basalt fibers to fine-tune its dampness/liveliness balance. Nordica adds a narrower 93-mm version of the Enforcer, which had great success in its original 100-mm waist width. K2 adds a narrower model (the 88) to its Pinnacle collection. Line adds a slender, curvy 86 waist to its Supernatural collection, billing it as edgier, more Prophet-esque than Supernaturals in the past. Even a brand like DPS, its skis famously designed and bred in Utah powder, now offers an 82-waisted Cassiar for optimized hardpack performance. And Vail-based Liberty debuts slimmer versions of its full-fat Origin, a 96 and a 106 with rocker/camber profiles for everyday conditions.
11.7M DOWNHILL SKIERS
4%
CARVERS
But the real action is in the sub-85 genre, where a fleet of new narrow-waisted carvers acknowledges the simple fact that most skiers, novice or expert, spend most of their time on groomed snow. Blizzard, which has had great success with its freeride skis, narrows its focus with the new Quattro series of groomed snow rippers, emphasizing “stability, precision, control and agility” for all abilities and price points. Fischer enlisted former World Cup stars like Michael Von Grünigen and Hans Knauss to develop its new Curve series, with mid-70s waists and uncompromised hard-snow
performance. K2, which offers a beefed up iKonic 85Ti for enhanced hard-snow performance, also debuts a new line of carvers. Its Chargers, with 72- and 76-mm waists, are designed for optimized hard-snow precision at speed. Head enhances its tip-and-rip game with redesigned Supershapes. Always knifey, they now feature Head’s strong/ light Graphene laminate underfoot and waist widths ranging from 80 (Titan) down to a super-quick 66 (Speed). Atomic’s new Vantage X collection of frontside all-mountain dicers range in width from 83 down to 75 mm. It’s worth adding that systems are alive and well in the skinny category, meaning bigger margins for retailers. Especially if they can infect their employees and customers with respect and enthusiasm for the carved turn, which, after all, makes groomed snow skiing almost as exhilarating as powder. As one industry luminary puts it: “No friends on a carving day.” —Joe Cutts
▲ K2 PINNACLE 88
5% SKI SALES
(IN DOLLARS)
▼ LINE PESCADO
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TOP TRENDS | SKI BOOTS
Right-Sized Innovation PERSONALIZED FIT, LIGHTNESS CONTINUE TO DRIVE INNOVATION IN BOOT MARKET
30
IN DOLLARS
Curtis of Marker Völkl. “Unlike our competition, we have three distinct brands, each with its own personality.” Naturally, Dalbello will offer swappable soles that work with Marker’s new Grip Walk bindings. The same goes for K2’s new 103-mm, walk-enabled BFC boots (Built for Comfort). This is Marker’s answer to Salomon’s Walk to Ride program: rockered soles for skiers accustomed to the skiability of alpine boots. With Marker, Dalbello and K2 in the rockered-alpine game, along with Atomic, Rossignol (boots and bindings) and Scott, it’s a trend that bears watching. And Marker aims to get Grip Walk into the rental arena, where consumers who need it most can enjoy the easier mobility of a rockered sole. Meanwhile, at least one brand, Apex, takes a very different approach to walkability. Nothing beats its removable inner-boot of its open-chassis design for comfortable negotiation of the base lodge. And new this year, the XP series gives expert skiers the highest-performing Apex boot yet: lighter, more compact and highly supportive, but still warm and comfortable. —Joe Cutts
▲ ROXA FREEBIRD 105
Driving it all is the continuing trend toward boot customization; brands continue to take differing approaches to that. Some use easy-to-soften plastics in the shell. Others are wary of the performance of said plastics and prefer to optimize their boots for traditional bootfitting techniques. Among the former is Salomon, which got the whole heatmoldable-shell thing going with its Custom Shell technology, which now pervades most of its line. Fischer, which has had great success with its Vacuum technology, incorporates it in key models in its new RC pro series, which also feature new AFZ liners. Atomic (Memory Fit) and K2 (Fitlogix) offer heat-moldable shell technology as well. Tecnica and Nordica prefer to stick with traditional plastics, but take great pains to make their boots easy to work on, and Nordica, which revives the Speedmachine name in a new 100mm shell, offers a new infrared heat-and-mold system that uses suction to stretch the shell while the customer wears it. Lightness also remains a pervasive trend, as brands try to shave weight without sacrificing performance. Examples: Salomon’s hot-selling X-Pro is back with a new, lighter Twinframe Power Chassis made from Grilamid plastic. Sister brand Atomic also uses Grilamid, only as thick as it
SALES
▲ LANGE XT FREETOUR
IN 2014/15
15%
▲ HEAD ADVANTEDGE 85 WOMEN'S
UNITS SOLD
needs to be, in its new Hawx Ultra, which brings a 98-mm fit to the Hawx line and is also heat-moldable. K2 uses ecofriendly, temperature-stable Pebax plastic to help shave 300 grams off the new Pinnacle Pro. Tecnica uses a new Power Light frame construction to lighten up the Cochise, which now has tech fitting integrated into its DIN sole (no swapping necessary) and a tighter hike-mode mechanism. Both Tecnica (the Zero G) and Lange (XT Freetour) offer new Grilamid-shell AT boots. And Head goes for lightness in its new 102-mm AdvantEdge line, which is 10 percent lighter than the Edge line it replaces. AdvantEdge also features a unique new shell design: The lower shell comes up higher on the leg in a way that makes it easy to get on edge, with a relaxed, upright stance and extra-easy entry and exit. Meanwhile, easy-walking rockered soles continue to make inroads, with Marker, Dalbello and K2 joining the fray. And Dalbello’s new affiliation with Marker and Völkl changes the landscape. Völkl has been without a boot partner since its split with Tecnica in 2008. “It’s a true boot-specialty brand with tremendous heritage and knowledge base,” says Geoff ▼ TECNICA COCHISE 130
IT’S BEEN A TOUGH ROW TO HOE FOR SPECIALTY ski retailers in recent years. Not only are online dealers taking a bite out of their ski sales, many skiers are choosing to rent skis, rather than own. Thank heaven, then, for boots. Only the very foolish or very brave consumer would try to buy them online. That’s a big opening for shops, especially those with reputations for good boot service. Even casual skiers know that goodfitting boots are the key to a great day on the slopes, and that only a specialty shop with well-trained staff can get that job done. What’s more, skiers who don’t to plan to buy skis may feel they can invest a little more in their boots, which may explain why the average price for boots is trending upward. “People are spending more for sure,” says Salomon’s Chris McKearin. “The top-selling boot on the market used to be a $299 Atomic. Now it’s the (Salomon) Pro 100 at $499. And the X Pro 120, a $599 boot, is right in there in the top four. And that’s going by units sold, not dollars, which would be even more dramatic.”
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TOP TRENDS | WOMEN'S SKIS
Light Means Might
WOMEN’S SKIS ARE AT THE TOP OF THE TRICKLE-DOWN EFFECT FOR 2016-17 AS MANUFACTURERS FIND “LIGHT” TECHNOLOGY WORKS FOR ALL
▲ VÖLKL 90EIGHT
TREND-CHANGING TECHNOLOGIES OFTEN GET THEIR START IN the demanding arena of World Cup race gear, then trickle-down to skis in other categories. Women’s skis, however, buck that trend for the 2016-17 season. “It is unusual to launch new technology and materials first in the women’s category, but it’s happening,” says Andrew Couperthwait, Head USA Wintersports Product Manager. Weight has been a concern with women’s products for some time, but “lightening” up skis has often lead to a loss of performance. “If you told people ‘this is the lightest ski on the market,’ they’d think it was unpredictable and lacking in performance,” Couperthwait says. “Now women’s skis are shockingly light, but high-performing.” Thanks to innovations in materials and construction, the impression of the performance of a lightweight ski has changed—for both men and women. Many manufacturers are finding that you no longer have to use heavy metal layers for stability, and instead make weight reductions without sacrificing the performance valued by aggressive female skiers. Weight-reducing technology also helps skiers lower on the ability spectrum. “Lighter products make skiing movements easier and help reduce fatigue so skiers can enjoy more of the mountain with confidence and energy,” says Sam Beck, Nordica product manager. Even stance and mounting positions—once incorporated mainly into women’s-specific skis—have trickled into unisex skis. For example, Völkl’s BioLogic technology has carried forward to unisex skis. “Some of the elements from women’s-specific design have become universal such as ski shapes and with the bindings,” says Geoff Curtis, vice president of marketing for Völkl/Marker/Dalbello. The message is clear from manufacturers in 2016-17: Updating your gear means not only performance improvements but weight reduction—and ultimately an easier ski experience.
THIN IS IN
Elan’s SlimShape, found in the D’Light series, is thin in the center, thicker around the edges and lightweight with Elan’s TubeLite wood core with carbon tubes. Völkl wanted to up women’s skis’ performance range with the all-mountain Flair Series and 90EIGHT W, with 3D.RIDGE construction,
Selling to Women
Tracy Gibbons, co-owner and hardgoods buyer, Sturtevant's, Washington Q: What changes in women's skis do you applaud? TG: Women have asked for lighter products for years, and now the manufacturers are actually building lighter products that really do perform. Q: Any advice for retailers on selling skis to women? TG: I see a lot of guys skiing longer skis due to rocker, but I still see a lot of gals skiing on surprisingly short skis. I think they’re buying skis shorter than they need to be. Today's skis ski even easier than their predecessors, so women ought not be afraid of having a little bit longer ski under them. They turn very easily, and the little added length provides an extra sense of stability.
32
▲ NORDICA BELLE 84
▲ DYNASTAR INTENSE 12 FLUID
▲ FACTION HEROINE
▼ BLIZZARD BLACK PEARL
▼ ELAN DELIGHT PRIME
▼ K2 FULLUVIT
a raised central ridge surrounded by a thin perimeter for weight reduction and even flex.
LIGHT IS RIGHT
Nordica’s Santa Ana 93 and Belle 84 feature balsa wood core for its shock-resistance properties and high strength-to-weight ratio. Salomon focuses on greater versatility with the QST Lumen and QST Pro 90 W, which both have poplar wood cores strategically milled out for weight savings. Blizzard’s 2016-17 goal was to reduce weight by 15 percent—and increase stability. The Freeride collection (including Black Pearl, Samba and Sheeva) has all new women’s-specific design constructions with thin unidirectional carbon fiber and Carbon Flipcore W.S.D. (or Women’s Specific Design). Head’s Joy series continues to gain momentum and returns in 2016-17 with the high strength-to-weight characteristics of Graphene (which now appears in several unisex lines) and graphic changes, but the new JOY 9 SLR bindings create, according to Head, the lightest system binding on the market. Dynastar’s new Intense collection (lead by the Intense 12) has new Active Light Core construction with shock-absorbing multi-layer sidewalls.
WIDE RIDES
Some manufacturers are rounding out their collections by adding mid- to wide-waist options, offering women a “daily driver that does it all,” according to MJ Carroll, K2 Global Product Marketing Manager. After bringing back “the Luv,” K2 introduces an entirely new freeride collection, including the Fulluvit 95 and Luv Boat 105. All the models feature Bioflex Konic, with a light wood and Nanolite core and metal laminate around the edges.
SMOOTH OPERATORS
Faction’s Heroine and Prodigy W use “Transition Zone technology,” which matches sidecut and taper with rocker for smoother turns. Rossignol looks to highlight the light and damp qualities of carbon fiber in Carbon Aloy Matrix technology, found in the new 7 Series, including the Super 7 HD W, Soul 7 HD W and Sky 7 HD W. Fischer’s new Ranger W89 and RC Pro 110 W have Aeroshape, a tapered, weight-reducing topsheet along with Carbon Nose, designed to reduce tip chatter and swing weight. Armada launches the Victa series, a new line of three hard-charging models (between 83- to 93-mm underfoot) designed with Carbon Kevlar Struts, added to the tip and tail for stability. —Krista Crabtree
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TOP TRENDS | NORDIC
Nordic Market Targets Ease of Use, Efficiency EXPECT 2016-17 MODELS THAT AIM TO DIMINISH THE LEARNING CURVE FOR NEWCOMERS
13%
FEMALE SKIERS
Gardner adds that out-of-track efforts are also a big focus, with lighter and wider equipment bridging the gap between light backcountry and alpine touring. Fischer’s new threemodel Efficiency Forward system illustrates these trends with new constructions resulting in weight reductions of up to 200 grams, a new flex allowing for easier kicking without diminishing glide, and an increase in kick power. “In our old construction, 80 percent of the bodyweight provided 20 percent of the kick,” he says. “This lets your bodyweight provide 60 percent of the kick.”
▲ ALPINA SPORTS ECL 2.0
34
▲ FISCHER SPEEDMAX CLASSIC
▲ MADSHUS SUPER NANO CLASSIC
new Nordic Propulse bindings and boot soles. “Propulse is a totally new binding system, allowing for the lightest, lowest, most compatible interface in the market.” Rossignol beefs up its binding presence by distributing the new Rottefella Performance Skate binding, a lightweight high-performance NIS binding designed for recreational skating. In skis, this year’s emphasis is on weight, glide and stability in skate skis and all that plus grip and price point in classic models. “We’re continuously developing ways to deliver more efficiency, power and speed to the competitive racer,” says Rossignol brand manager Nick Castagnoli. The new 3-Edge Energy Sensor on Rossignol's X-ium Premium Skate S2 ski, he says, is a triple-density, ABS sidewall that regulates camber, increases energy transmission in the tail for better edging and push-off, and reduces pressure in the shovel for better glide and steering. Its new NIS-compatible Delta Skate is a skate ski designed for competitors and expert skiers with a fiberglass laminate for a softer flex and Nomex Honeycomb core for weight reduction. Grip is also de rigueur in classic skis. “A lot of emphasis is being placed on classic cross country skis that are utilizing more traditional skin technology in their grip area,” says Madshus’s Schulman, whose company is rolling out more models utilizing its IntelliGrip skin system to provide a lower barrier of entry for newcomers, as well as a model geared toward racers. Catering to the fairer gender is also gaining traction. According to SIA data, 2014-15 female participation in Nordic skiing increased 13 percent. Rossignol’s new X10 Skate FW is a high-performance women’s skate boot with a new, women'sspecific fit, including an integrated heel lift, flared cuff and reduced ankle volume. Touting increased power, precision and comfort, it has a lower-profile Xcelerator sole to increase leverage and performance and a pre-molded 3D cuff with ratchet and buckle powerstrap for stability and power. It’s also available in a new men’s version. —Eugene Buchanan ▼ ROSSIGNOL DELTA SKATE
NUMBER OF
Classic boots are benefitting from the technology of their skate brethren. Fischer has reconstructed its highend classic Speedmax boot, borrowing technology from last year's Speedmax skate boot. With a carbon sole, it reduces weight by 30 per▲ ROSSIGNOL X10 SKATE cent and is the lightest production classic boot on the market. Madshus joins the boot bandwagon with its new Super Nano Classic, built off its Super Nano Skate boot. “We integrated some of the skate design into a classic boot,” says Madshus Marketing Coordinator Carmi Schulman. “By using carbon fiber, we’ve designed something previously unattainable: a classic-style race boot with the forefoot flex for classic skiing and more ski control because of its torsional rigidity.” Alpina Sports debuts its new ECL 2.0 boot at the Show, utilizing the company’s proprietary Active Edge Carbon technology to make it lightweight with enhanced stiffness and rebound, while maintaining soft flexible zones for an exacting comfortable fit. “All serious boot manufacturers have attempted to create lighter boots using various carbon technologies,” says Alpina’s William McSherry. “Our Active Edge technology is significantly different.” With sales of system skis and bindings (known as “bundling”) also rising, new binding interfaces are also a hot trend, emphasizing versatility and increased efficiency. “Compatibility and weight savings are huge,” says Salomon’s Nordic Commercial Manager Isaac Wilson, touting the company’s
▲ FISCHER SUPERLITE CROWN
WITH NORDIC EQUIPMENT SALES FINISHING THE 2014-2015 season down 5 percent in dollars to $72 million, and specialty shop equipment inventories growing by 26 percent in units, margins may get sacrificed this year as dealers clear their shelves. But they have plenty of reason to make room for this year’s offerings, which, like the sport’s practitioners, are making great strides in simplifying the sport for newcomers and making it more efficient for experts. Trends you’ll see on this year’s Snow Show floor include more carbon in boots (both skate and classic), a focus on weight savings, new binding interfaces and more, all designed to make the sport easier and more efficient for everyone. “Expect to see equipment that is friendlier for the enthusiast skier,” says Fischer Nordic Marketing Director Andrew Gardner. “Easier kicking and longer gliding skate and classic skis diminish the learning curve typically required.”
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FULL DAY OVERVIEW: •
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•
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•
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TOP TRENDS | SNOWBOARDS
New Board Stew
RIDING STYLES, REFINED SHAPES AND PROGRESSIVE MANUFACTURING ARE KEY INGREDIENTS IN NEXT SEASON’S BOARDS
SNOWBOARDERS
HYDRODYNAMIC SHAPING, RETRO INFLUENCES and creative riding styles are generating a whole new breed of boards. While these elements have been highly inspirational in recent years, it’s their combination with advanced manufacturing and a historical stock of board-building knowledge that’s bringing 2016-17 boards to life. For board-builders, design inspiration comes in many forms. “I think snowboarding has actually reached a point where it has the historical and cultural depth to influence itself,” says Yes Snowboards Brand Director Alex Warburton. “We’re enjoying a renaissance of sorts right now. The community is rich with personality, and the creative activity is at an all-time high. Surfing plays a part in our design influences, too, but it would be incorrect to say we’re just copying. Our sport is so different in terms of materials, environment, physics and economy that cutting and pasting is not really a solution.” Team input and decades of design wit from Co-Founder Paul Maravetz help shape Rome Snowboards, but the brand admits it all began with the turn. “Turning snowboards is, and always has been, the fundamental act of sliding sideways,” says Sales Director Dan Sullivan. “We’ve always believed this, and it has always influenced our design. In our new line, the Blur, the Sawtooth and the women’s Winterland are all models that bring to life our modern take on how a snowboard should turn on groomers, in powder, and in mixed conditions.” For some brands, inspiration has gone beyond snowboarding altogether. “Inspiration influences board design—not trends—and the inspiration comes from places sometimes non-snowboarding-related,” says Matt Patti, brand manager for Arbor Snowboards. “The Clovis came from time spent on Wyoming’s open range and discovering hunting tools from North America’s indigenous people. Team rider Mark Carter was born and raised on a cattle ranch in Ten Sleep, Wyo., and over the years of herding on the ranch has found a lot of arrowheads (or Clovis points as they’re known) and thought that it would make a rad snowboard design. We brought the idea into our first non-symmetrical mountain twin design.” Progressive riding is an obvious influence, but the evolution of style and open-mindedness has impact, too. “The traditional rules of style are giving away to an attitude of acceptance of any type of shredding,” says K2 Snowboards Global Brand Director Hunter Waldron. “Riders are creating so many sub-genres and hybrid styles, it's really awesome to see.” So what else are brands bringing to the table for 2016-17? Here’s a rundown of some of the styles you’ll see at this year’s Snow Show.
Capita is releasing a Kazu Kokubo pro model. “It’s a freestyle powder machine,” says Capita Founder Blue Montgomery. “Think about it like a more freestyle version of the Charlie Slasher.” The powder trend continues with The Pow Reaper offered by Dinosaurs Will Die. “It’s an all-terrain, allmountain board with a tapered chassis and a hybrid camber profile for mountains suffocating on pow,” says Founder Sean Genovese.
UNIQUE SHAPES
Diverging from the powder-specific trend, Never Summer is dropping a unique freestyle board called The Bone, whose details they are keeping pretty quiet. “It features a super unique shape, which you might be able to envision given the name, and some unique production techniques with the carbon layup and core profile,” says Never Summer Marketing Director Chris Harris. At Salomon, team rider Bode Merrill has a new deck in the works called The Ultimate Ride. “The Bodeman wanted a board that he could ride from the streets to the backcountry and everywhere in between,” says Salomon Marketing Manager Kevin Stevenson. “It has a very surfy and directional shape, but it’s actually a true twin which makes it really fun to ride.” Smokin’ Snowboards is expanding its Future Freeride series in 2016 to include a model for women in its new Judy series. “Judy will also be available in a split – the first female-specific split from our factory. The Judy is the sister version to our very popular Jetson board,” says Smokin’ Snowboards’s Jay Quintin.
ADVANCED MANUFACTURING
Recent shifts in board manufacturing facilities from Dubai to Austria are enabling advanced shaping and materials in many boards. “The most exciting new tech we are rolling
▲ ROME BLUR
16% 36
POWDER DAYS
▼ RIDE TIMELESS
GROWTH IN
Y0UTH SNOWBOARDING (17 & UNDER)
▲ CAPITA KAZU
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COME VISIT @ BOOTH 2423
▲ SALOMON ULTIMATE RIDE
▼ K2 EIGHTY SEVEN
▲ NICHE AETHER
out is 3D-base tech,” says Jones Marketing and Team Manager Seth Lightcap. “All of our freeride and powder models feature unique 3D contours on the bases including spoon noses and powder hulls.” At Ride, it’s a material approach with the reissue of the iconic Timeless model. “The new Timeless features an aluminum topsheet, which gives this bomber board life, and will rip through chop at the end of a pow day or rail turns on groomers,” says Ride Snowboards Marketing Coordinator Tanner McCarty. From raw ingredients to a purposeful product and back again, Niche Snowboards is taking a full-circle approach with a new resin called Recylamine, according to Creative Director Ana Van Pelt. “After a board’s lifespan is over we would be able to take the board, drop it in a special solution that would dissolve the resin and make it possible to harvest the virgin materials from the snowboard so they could be recycled or made into a cool product.” —Ben Gavelda
All the Buzz
Jason Borgstede, owner, Blue and Gold Boardshop, Anchorage, Alaska Q: Are there any products that have been generating significant buzz and sales lately? JB: Splitboarding is by far the biggest generator of buzz right now. We are doing a lot to push that through speaking engagements, avalanche awareness seminars and the products we’ve stocked. Q: What are the trends you see shaping the shred market? JB: One of the biggest trends is toward terrain-specific boards, mainly powder boards. There is a lot of development in the directional boards built specifically to handle deep powder. … There is a major trend towards developing a quiver of boards to allow a rider to have the best possible board for any conditions that present themselves. —Michael Sudmeier
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SNOWBOARD TOP TRENDS | BOOTS & BINDINGS
Relentless Refinement CLEAN DESIGNS WITH AN EMPHASIS ON FLEX AND CUSTOMIZATION SHAPE NEXT YEAR’S BOOTS AND BINDINGS
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Q: What are customers looking for with boots? A: The fit out of the box is so paramount. We're an area shop, and if it's a Saturday morning at 8:15 am, and it's puking snow, the consumer who needs boots doesn't want to hear about how the boot will be butter after 10 days on-hill. It needs to be butter right now. Q: What about bindings? A: Shelf appeal and colorways are really paramount because a binding needs to catch customers’ eyes as soon as they walk into the showroom. Bindings with a better feel all around really appeal to people. They don't want some clunker on their feet.
▲ VANS WOMEN'S FERRA HANA BEAMAN
precisely adjust the placement of their straps for enhanced comfort and performance. Manufacturers are also complementing their designs with urethane bushings of various densities. Whether used beneath a baseplate or as part of proprietary designs within them, these interchangeable bushings provide an additional means for tailoring the dampening and response of a binding. Yet this focus on flex and customization can’t be at the expense of performance. Simply put: “Riders demand versatility and performance,” says Flow Brand and Product Manager Lucien Vink. These expectations are further fueled by
▲ ROME D.O.D.
Mike Timkey, owner, and Spence Timkey, manager, The Boardroom, Ellicottville, N.Y.
the growing number of riders assembling a quiver of decks. Convenience is also a catalyst for 2016-17 refinements. To make the entry into bindings even easier, hinged designs enable ankle and toe straps to fully pivot open. To enhance the convenience of their boots, manufacturers continue to use speed-lacing systems and Boa, including new applications that use the device to specifically customize a boot’s flex. “Traditional laces are getting tougher to sell,” says Jake Barrow, owner of Edge of the World in Missoula, Mont. Riders and retailers are increasingly discerning. “Consumers and retailers alike are constantly raising the bar on expectations,” says Salomon Product Marketing Manager and Boot Product Line Manager Nina Eriksson. With emphasis on performance and aesthetics, streamlined design reigns supreme. Brands are debuting highbacks that forgo fins and detailing for a minimalistic appearance. In boots, a similar focus has emerged. “There is a big emphasis on smaller footprints for outsoles and slimmer profiles for boot shells,” says ThirtyTwo Footwear Design Merchandiser James Kim. Armed with safe colorways and refined materials like full-grain leather, these designs aim to stand the test of time. “Quality materials and an attention to craftsmanship are among the biggest trends,” says Ride Global Brand Director Sean Tedore. In a challenging landscape, brands and retailers are looking for meaningful relationships. “We see stores these days carrying less brands, but going deeper in the style selection,” says Vans Snow Global Category Manager Juss Apivala. Consequently, strong partnerships are more important than ever. “The industry needs to take a vested interest in promoting, building relationships with and backing local shops,” says Jason Borgstede, a former pro rider and the founder of Blue and Gold Boardshop in Anchorage, Alaska. “Vendors and retailers need to work together to provide the best experience for the customer. . . (this helps) build a community, and a community is what we need if we want to see growth in snowboarding.” Fortunately, next year’s boots and bindings provide a strong foundation for their efforts. —Michael Sudmeier
▲ K2 ENDER
Out of the Box
▲ SALOMON HIFI
▲ FLOW FUSE
SOME REVOLUTIONS UNFOLD OUTSIDE THE spotlight. For proof, look no further than next year’s boots and bindings. While showcasing progressive designs, they also are guided by a commitment to refinement and serve as a quiet testament to the value of incremental improvements. This progression comes on the heels of a challenging season, one in which both snow and sales fell short of expectations. According to the 2015 SIA Snow Sports Market Intelligence Report, binding sales declined last season 5% in dollars sold to $63 million and 12% in units sold to 415,088 pairs. During this same time, boot sales decreased 1% in dollars sold to $78 million and 8% in units sold to 492,175 pairs. Luckily, next year’s products provide reason to be optimistic. Both boots and bindings are benefiting from a renewed focus on flex. “Riders are looking for a wider variety of flex options in boots—and not just stiff or soft choices,” says K2 Global Brand Director Hunter Waldron. “Asymmetrical designs and medial and lateral differences are increasingly important.” Brands are making these adjustments to flex while also improving the fit and durability of their boots. “We have worked hard to create boots that fit any foot straight out of the box, but last season after season without losing their integrity,” says Nitro Snowboards Global Marketing Manager Knut Eliassen. To accomplish this, boots are leveraging heatmoldable liners, improved foams, ergonomic footbeds, and soles from third-parties like Vibram and Michelin. Brands are also responding to an increased demand for backcountry-specific designs and premium boots with a softer flex. “More and more riders want an especially soft flex without compromising performance or longevity,” says Deeluxe Vice President of Marketing Matthieu Perez. Manufacturers are honing the flex of their bindings with an emphasis on response and customization. “When it comes to how you are connected to your board, we feel the most important trend is how we balance the flexibility that snowboarding demands with the direct response it requires,” says Rome Snowboards Director of Sales Dan Sullivan. This is leading to streamlined baseplates and smaller mounting discs, as well as systems that enable riders to
SNOW SHOW PREVIEW 2016 | SIAsnowshow.com
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TOP TRENDS | SNOWBOARD APPAREL
POWERED BY
Form and Function
SUSTAINABILITY, DURABLE FABRICS & PERFORMANCE DRIVE 2016-17 SNOWBOARD APPAREL DESIGN SNOWBOARD OUTERWEAR TRENDS FOR 2016-17 SEEM TO REFLECT ONE common mantra: Stand tough against anything the consumer can shake at it. We checked in with the leading brands in the space to hear what you can expect to see on the Snow Show floor in January.
IT'S LESS ABOUT CATERING TO DEMOGRAPHICS, AND MORE ABOUT DESIGNING FOR DIFFERENT TYPES OF RIDING STYLES.
BACKCOUNTRY
iNi is offering its first women’s-specific collection, a tight line of jackets and pants that have been two years in the making and have passed through several focus groups of female riders, according to President Adam Shiffman. DC is also making a big push on the women’s front for 2016-17, with new lead designer Brittany Crook at the helm. “The importance of highly technical women’s riding gear has never been higher,” says Paisley Stout, Patagonia snowboard and alpine product line manager, noting the brand has aimed to perfect fits through engineered patterning, articulation, movement and function. 686 is one of several brands placing focus on youth outerwear due to an increased demand for high performance, style and function for a younger demographic.
Patagonia continues its heavy focus on providing gear for backcountry enthusiasts, while others like 686, Roxy, Dakine, and iNi are focusing on back and sidecountry use. “It’s less about catering to demographics and more about designing for different types of riding styles, varying conditions, as well as where you want to go, and how you want to get there,” says Dakine Product Line Manager Amy Eichner. Quiksilver is introducing the Highline Limited collection featuring Gore-Tex and PrimaLoft, which appeal to back and sidecountry riders wanting durability and performance.
STREETWEAR-INSPIRED
Brands are adding streetwear hybrid pieces meant for any cold weather occasion. At Vans, for example, the All Weather MTE line is comprised of a variety of weatherized streetwear styles meant for the elements. ThirtyTwo is also expanding its REPEL pieces to include hoodies and T-shirts that have been treated to withstand liquids. Brands are also continuing to implement camo-inspired designs into their 2016-17 collections. In this vein, 686 is partnering with Realtree brand camouflage—a go-to brand in hunting and archery. The brand is also picking up steam with Forest Bailey’s Cosmic Collection. “Forest has been hands-on since the inaugural collection in 2014, but due to injuries last season he was able to spend the most time on this new collection,” Brent Sandor, 686 director of marketing, says. “The hard work paid off.”
TRANSPARENCY
“Vans only partners with vendors and suppliers that regularly pass the most stringent audits and inspections in the industry,” says Kenza Chaouai, Vans global PR manager. Similarly, Patagonia is leveraging bluesign fabrics, as well as an ongoing investigation and monitoring of manufacturing practices through its Footprint Chronicles initiative. Fair Trade-certified pieces and recycled fabrics continue to be on the rise across the industry. Patagonia and Dakine have taken it one step further for 2016-17 with traceable down. — Jake Black
Gore-Tex is still one of the most popular fabrics. Raul Pinto, coowner of Satellite Boardshop in Boulder, Colo., noted that when consumers come in looking for a specific fabric for their new outerwear, they ask for Gore-Tex. Quiksilver is experimenting with different wash treatments like Enzyme and Biowash, which create varying texture and aesthetic, and a worn and faded look with a noticeably softer feel. At the same time, Snow Park Technologies (SPT) x DC added a jacket and bib to its design collaboration, with durability, functionality, and safety in mind. 686 is adding Gore-Tex to its line for the first time ever, as well as creating a new fabric with 5.11 Tactical, a military and law enforcement performance wear brand. Vans has created the 66th Parallel MTE quilted jacket featuring a PrimaLoft and down blend, intended as an insulating layer or standalone mid-weight piece.
▲ QUIKSILVER TREXHIBITION
▲ DC PLATOON BIB
FABRIC AND FUNCTION
“We sell roughly two-thirds men’s outerwear and one-third women’s outerwear, but women’s sales are absolutely growing,” says Adam Vale da Serra at Cutting Edge, a snowboard retailer in Connecticut. Many longstanding outerwear makers continue to put equal energy toward strengthening their women’s lines. For example, Dakine will debut its women’s Gore-Tex Beretta 3L jacket and Beretta 3L bibs, which tie back to a blended flannel knit and tricot knit backers, softening the aesthetic of otherwise tough gear.
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▲ DAKINE BERETTA
WOMEN’S AND YOUTH
686 FOREST
SNOW SHOW PREVIEW 2016 | SIAsnowshow.com
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INTRODUCING THE ANDROID JONES COLLECTION BOOTH#3148
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TOP TRENDS | NEW EXHIBITORS
POWERED BY
Fresh Takes
EMERGING SNOWBOARD & SKATE COMPANIES TO MAKE DEBUT AT 2016 SNOW SHOW BY KAILEE BRADSTREET
COALITION SNOW
Jen Gurecki doesn’t believe in many traditional business practices, and that shows with how she’s approached running her young brand, Coalition Snow, a ski and snowboard hardgoods start-up, designed by women for women. The company has made waves with its unique business model. Recently, under Gurecki’s direction, Coalition created a lending program for its gear that capitalizes on riders’ social networks, instead of relying on third-party credit. “We realize this is risky—there’s a reason people do credit checks and require collateral, but we’re a company that likes to do things differently,” says Gurecki, who previously founded a non-profit that provides small loans for women in rural Kenya following the same model. She’s had a 98 percent repayment rate with that program. Gurecki and her team of riders and skiers are focusing on women’s-specific high-per- GURECKI AND HER formance gear—an area of the market where she sees room for growth. “The market is TEAM OF RIDERS flooded with gear that meets the needs of beginner and intermediate skiers and riders, so we took a close look at flex, sizes and shapes to design gear that met our needs.” The AND SKIERS ARE company is also working on a backcountry line, which has it experimenting with differ- FOCUSING ON ent core combinations to maintain board flex while reducing overall weight: “The entire WOMEN'S-SPEteam is really excited about this as we all have been migrating more and more to the CIFIC HIGH-PERbackcountry as we get older and have less patience for lift lines,” Gurecki says. FORMANCE GEAR, Coalition Snow has relied on its team of more than 30 female ambassadors to maintain AN AREA OF THE its business-to-consumer model, providing commission in return for being the brand’s eyes and ears across several continents. The company has shied away from working with MARKET WHERE shops, but Gurecki acknowledges that specialty retailers are a necessary component to SHE SEES ROOM the brand’s growth moving forward. “We want to cultivate true partnerships with shops FOR GROWTH. that do more than just sell shit to people,” she says. Ideally, Gurecki says, the brand will make connections at this year’s Show to help lead the charge.
ALOHA SNOWBOARDS
Jackson, Calif.-based snowboard brand Aloha has been in an R&D phase for the past two years, and will finally unveil its line of handcrafted boards during the SIA Snow Show. Founded by rider Jared Hill and his engineering mastermind father, Aloha’s entire collection is created start to finish in-house at the brand’s headquarters, which features a core wood-cutting shop where board cores are milled and cut, a manufacturing facility that houses custom presses, a shipping center and a showroom, opening in January 2016—all located on the way to Kirkwood, Lake Tahoe. Right out of the gates with its new line, Aloha is introducing a new tech innovation it's calling Unibody, which was discovered when the team was looking for a solution to water seepage, core rot and delamination of boards. “We were looking to increase the overall structural integrity and increase the lifespan of the board,” says Aloha Director of Operations Randi Wilson. Aloha will be launching three collections— All Mountain, Park and Powder—available in both traditional construction and the Unibody technology. The company, which focuses on a positive, family-friendly vibe, hopes to initially land accounts with smaller independent shops and resorts.
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CARVER SKATEBOARDS
For Venice Beach, Calif.’s Carver Skateboards, 2016 marks the brand’s 20-year anniversary. What started as an experiment by two surf buddies, Greg Falk and Neil Carver, during a summer when the waves were particularly flat, has become a lifelong journey. As the friends searched for a board to surf the pavement, they realized nothing existed that met their level of scrutiny when it came to the snap and drive of a surfboard, and the crisp pivot at the tail that lets you pump a wave for speed. Other skateboards felt stiff in comparison. So they set out welding different truck prototypes and testing them across the ample hills of Venice and Santa Monica. Today, the company has come full circle, creating surfboard shapes that surf like a skateboard. Hearing that its boards have a similar feel to riding snow, Carver realized it was time to introduce specific performance characteristics geared toward snowboarders. “It’s a natural extension of our vision to give snowboarders a skateboard that reacts more intuitively to the dynamics of rail carving, and allows them to use our boards as both a way to train in the off-season as well have fun doing the thing they love, but expanding it to other terrain," Carver says. For 2016, Carver is introducing two new cutaway board models with deep wheel wells and wider foot pads, creating a lower profile deck that still allows for deep rail carves without wheel bite. The boards are offered in a variety of truck set-ups, giving riders the option to focus on performance downhill or powdercarve directional style riding.
SNOW SHOW PREVIEW 2016 | SIAsnowshow.com
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TOP TRENDS | SKI APPAREL
Outerwear Brings Heat to the Backcountry
The Feel of Fabric
Susan Geiger, senior merchandise director, Geiger’s Ski and Sport Haus, Ohio Q: What trends are you noticing in ski apparel? SG: Across the board in ski apparel the trend is fabric. Customers are embracing luxurious fabrics with stretch, garments that feel great on the body. As a general rule, we don’t see people wearing ski jackets on the street—in particular, women want long coats for warmth. The exception would be for kids, because they usually get one winter jacket. We don't sell shells that well— our customers prefer fully insulated garments for the coldest days of skiing—so the backcountry styles don't mean that much in our region.
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▲ BOULDER GEAR D-LITE PACKABLE JACKET
▲ MAMMUT ALVIER TOUR JACKET
▲ PATAGONIA REFUGITIVE PANTS
WHY NOT ADD THAT BUTTERY-SOFT, STRETCH-TECH JACKET TO YOUR SKI lines? For venturing into the winter outback, comfort and agility may thrive on it. Building on last season’s trends, 2016-17 ski apparel designs emphasize features for backcountry, sidecountry and out-of-the-gate quests. “The trend toward alpine touring continues, and more people are heading out the gates to skin and hike for their turns, fresh tracks and powder,” says Mammut Softgoods Category Manager Joanna Tomasino. More ski resorts are even posting uphill policies for pre-dawn tourers seeking laps before work, she says. The apparel piece that protects the core—tops essential for long days off-piste—took the market sales lead in the 2014-15 season (beating bottoms and accessories) with a 12 percent increase in dollars sold from the previous year, according to SIA research. Bottoms were also up, by 7 percent. What’s more, outerwear sales as a whole increased among retailers yet again to $1.8 billion— that’s up another 9 percent in dollars from the previous year. Apparel now bears nearly 60 percent of all snow sports market sales. For 2016-17, the talk is for packable, lighter materials—but not without durability— for freeride designs, along with smart pocket designs (including skin-specific ones) that don’t impede packs or harnesses, and heat-dumping ventilation systems. Garments need to be “suitable for high-output activities—boot packing and skinning require breathability,” says Geoff Curtis, vice president of marketing for VÖlkl USA. And stretchiness is at the top of the priority list. “When you’re doing something that’s stretchy, you inherently have the ability to make it soft,” said Flylow Gear President Dan Abrams. Mammut premieres the Alpine Touring kit—the men’s Alvier Tour HS Hooded Jacket and Pants and ladies’ duo dubbed “Luina”—constructed with the brand’s proprietary DryTech Premium 3L Stretch fabric. Soft-to-hand, the weatherproof, breathable kit provides ample stretch. “The demand (for stretch) definitely comes from the touring side of things. Skiers want greater freedom of movement when they are touring, especially navigating sketchy switchbacks,” says Nick Chambers, spokesman for Mammut. Case in point, Orage collaborated with British Columbia-based Retallack Cat Ski Guides to engineer the ideal mountain guide and backcountry jacket, a part of its MTN X Collection. Durable and stretchy, the Men’s Retallack boasts 30k-30k waterproofness/ breathability with the Prime30 Gelanot laminate plus an easy-access pocket, radio an-
▼ ORAGE MTX LAYERING
SKI APPAREL CONTINUES TREND TO MEET FREERIDE NEEDS FOR 2016-17
tenna loop and poncho side-venting. “The (guides’) demands are they don’t want to feel that they are wearing a jacket and don’t want any constraints,” says Orage Product Manager Bertrand Chiariglione. With a backcountry focus, Flylow releases packable, ultralight micropuffs: the Albert and Daphne with PrimaLoft eco insulation and waterproof 2-Layer Ripstop Intuitive Fabric that’s meant to withstand precipitation and tree snags. Brands with backcountry-centric lines are also expanding for 2016-17. Patagonia adds the Refugitive Pant to the upper half that debuted last season. Stretchy, soft and crunch-free, the Refugitive is constructed with Gore-Tex C-Knit backer technology, weighing up to 10 percent less than previous three-layer Gore-Tex fabric with 15 percent more breathability. With high-visibility details (for spotting friends amid powder fluffs), Helly Hansen debuts the ladies’ Powderqueen with well-placed pockets for a backpack’s waist strap and seam-free shoulders that won’t wear as quickly beneath pack straps. “As more skiers and snowboarders opt to progress the sport by moving deeper into the backcountry, greater demands are placed on the technical form and function of outerwear,” says Paisley Stout, Patagonia’s Product Line Manager of Snow and Alpine. Also carving the snow scene: Watch out for the bibs, ladies. For powderhounds and extra cold-weather protection, Flylow launches the Foxy Bibs with a long exterior zip and kangaroo chest pouch, and Dakine releases the Beretta 3L bib. The No.1 priority? Dropseat construction. And, known for backpacks and ski luggage, High Sierra is making a move into winter apparel. Plus, several brands amp-up down alternatives, like the lightweight men’s Boulder Gear D-Lite Packable Jacket with Plum Tech insulation, which dries five times faster than down, perfect for going from slopes to streets. Oh yes—the jacket also includes a U-shaped bag to use as an airplane pillow. Buon voyage! —Morgan Tilton
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TOP TRENDS | GOGGLES
The Simpler, The Better
WITH PERFORMANCE DELIVERED, CONSUMERS NOW WANT TO SIMPLIFY GOGGLE SELECTION TRACKING WITH THE GENERAL ADVANCEMENT of ski gear during the past few years, goggles are performing at a level not seen even a few seasons ago. Remarkable visual clarity is almost a given, even dipping down into lower price points. With sophisticated lens technology and improving lens-change systems available across a wide range of models, consumers are now looking to simplify their gear selection, according to brand managers, seeking fewer pieces of gear to use across a wider application on the mountain. Bollé Marketing Manager Barbara Rodriguez says consumers want no-hassle, plug-and-play goggles. “The most important trend is versatility,” Rodriguez says. “That is to say, the ability to quickly adapt to changing conditions. Skiers and riders want one pair of goggles to meet the challenges of all conditions.” Next season, Bollé is splitting its goggle line into four separate collections: Ultimate, Performance, Classic and Junior, with the Ultimate and Performance lines the premium collections. The recently introduced Modulator Light Control lens is only available in the Ultimate collection. Also within the Ultimate collection, the new Tsar has B-Flex technology, which Bollé touts as “the first goggle with universal fit.” Giro is expanding its EXV (Expansion View Technology) Collection with four new models. The Balance (unisex) and the Facet (women) are full-frame goggles. With a wide field of view a key selling point across all budgets, Giro also developed the Scan (unisex) and the Gaze (women) with EXV technology to fill in lower price points. “Interchangeable lenses have definitely become a must-have in the industry,” say Travis Tomczak, Giro Snow’s Product Manager. Giro’s Snapshot Magnetic Lens Interchange System uses self-locating magnet guides and a shutter-button locking mechanism. Shred CMO Federico Merle notes that “field of view remains the most important characteristic consumers seek in goggle technology.” But don’t be fooled by size alone, he warns. “What we see a lot in the market are big outer lenses that appear to have huge fields of view, but because of the design and engineering, frame material actually inhibits peripheral vision.” Shred’s new model, the Simplify, is a medium- to large-fit goggle featuring Shredwide technology for increased field of view, along with an easy-change lens-replacement system. Following the simpler-the-better trend, K2 is redefining nothing less than gender roles in its goggle lines for 201617. “We’re eliminating designation between men's and
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▲ SPY SNOW ACE
women’s models and replacing that with large or small sizing,” says MJ Carroll, K2 Skis product manager. Other K2 product developments for 2016-17 include inclusion of two lenses in kids’ goggles and providing removable outriggers to allow goggles to fit over or under a rider’s helmet. With the simplified sizing in mind, the new Scene and Scene Z goggles are designed to fit a smaller face, with the narrower frames featuring a clean profile. Both models use K2’s EZ swap lens system. Zeal Optics debuts its AUTOMATIC+ technology in a new line of polarized lenses that automatically adjusts from 33% to 18%, perfect for changing light conditions. Zeal is also introducing its Everclear Anti-Fog system and Permashell Hardcoat anti-scratch technology, featured in its new Forecast and Fargo goggles. Also watch for Zeal’s new junior goggle, The Ascent. Smith Optics's new ChromaPop technology for 2016-17 enhances visual clarity, providing greater definition in a full range of weather conditions. Smith’s signature I/O goggle re-
ceives a makeover for 2016-17 with a wider field of view, new intuitive frame fit and updated styling. The new women’sspecific Riot goggle has a refined minimalist frame design with oversized cylindrical lens with a medium-fit profile but also a wide field of vision. Oakley has developed a new lens to combat low visibility, Prizm HI Pink Iridium, best for riding in snowfall or low light. Oakley is also debuting new fog-fighting tech, Prizm Inferno, compatible with the new Line Miner Goggle, which boasts improved peripheral view. Spy Optic wants “the materials and textures of our goggles to be noticeable not only when the goggle is unboxed, but from across the lift line or chairlift,” says Marketing Manager Andrew Thomas. Next season’s color stories such as the Hunter and Stitched series contain smooth leather, quilted padding and sewn wool. On the new model front, Spy is introducing Cadet and Woot goggles, both sized for small- to medium-sized faces. —Greg Ditrinco
▲ SMITH I/O
▲ K2 SCENE
IN
DOLLARS
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▲ ZEAL HD2 CAMERA
▲ GIRO FACET
▲ BOLLÉ TSAR
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TOP TRENDS | HELMETS
Heading Off Injury
CONCUSSION AWARENESS MEANS BRANDS ARE TOUTING SAFETY FEATURES LIKE NEVER BEFORE
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▲ SMITH X WOOLRICH VANTAGE
▲ MARKER PHOENIX
tween the shell and the inside of the helmet that aims to reduce the rotational force to the brain in oblique impacts. Including the system bumps the price up by roughly $40 — and consumers are more than willing to fork over the extra money. Pret for one has expanded its range of MIPS-equipped offerings — no longer is the technology reserved solely for top-tier products. Look for it in the new line of Pret X helmets. Sweet Protection similarly offers MIPS as standard on its Rooster model, which includes a race-specific multidensity EPS liner for added protection. Shred Optics’ answer to rotational acceleration impacts comes in the form of a patent-pending system, the Infinite R.A.A. (short for Infinite Direction Rotational Acceleration Absorption). Without additional bulk or weight, the technology mimics the behavior of the fluid between the skull and the brain that provides some cushioning to the brain in case of an impact. Find the system in their full ▲ PRET EFFECT X 2016-17 lineup, including children's models. A few brands incorporate safety features on a smaller, but no less important scale. SIA Snow Show newcomer Slokker offers a tracking light system in select models to make skiers and riders more visible in dark or foggy conditions. Bollé’s 2016-17 adult helmets will include the Safety QR Code feature, which allows owners to record a 60-second voice message with names, emergency contact information, blood types, addresses and other information useful to a first responder. The EMT scans the code to get the information. Companies also continue the quest toward lighter, more comfortable helmets. The
Mattia Berardi, product manager, Giro Snow Q: What do you see as the top trend in the helmet category this year? MB: It might sound obvious, but safety is definitely a trend that is more and more important in the helmet industry. This comes from the consumers’ expectations that changed in the last few years. They want to know how they are being protected, in which particular situations, and against which types of impacts. Trooper from Sweet Protection is built with Thermoplastic Laminated Carbon Fiber construction, and the shell is hard enough to withstand severe stress, yet flexible enough for energy to be absorbed efficiently. Marker’s Phoenix Carbon adopts carbon fiber, as well, pairing it with the brand’s Multi-Impact Adaptive Polymer (MAP) technology. Hybrid construction is another tool for shedding weight without sacrificing strength or ventilation. Helmets of this variety feature an in-mold portion — where EPS foam is expanded into the mold and bounded to the polycarbonate in a single process — as well as a standard “hardshell” section, where the outer shell is molded separately from the ABS and then assembled. In-molding makes for a better-fitting, lighter-weight brain bucket, while the hardshell portion allows for adjustable ventilation. Look for this construction in K2’s Diversion for men and the women’s Virtue, as well as the unisex Zone MIPS and women’s-specific Strata MIPS from Giro. More brands are adopting the more aggressive freeride look in at least a sampling of their full product line-ups. Giro’s Berardi compares the aesthetic to car-racing: “It’s a little bit like a Formula One car, where all the lines are streamlined and going from the front to the back.” The implication: speed. Salomon’s MTN Charge embodies the trend, as does POC’s update to its park-specific Auric model. Smith’s Vantage adopts the look, but Smith x Woolrich models tone it down with an ear-pad pattern inspired by trappers. Black reins as the top-selling hue, and Ruroc bumps up the chic factor with its RG1-X Black Chrome. ▲ SALOMON WOMEN'S —Courtney Holden MTN CHARGE
▲ BOLLÉ YOND
INCLUDING MIPS BUMPS THE PRICE UP, AND CONSUMERS ARE MORE THAN WILLING TO FORK OVER THE EXTRA MONEY.
Safety First
▲ K2 DIVERSION
Whether it’s tackling and the National Football League, body checking and the National Hockey League, or head balls and the American Youth Soccer Organization, the danger of harsh impacts to the head is front and center in consumer consciousness. As a result, helmet brands are touting the benefits of their individual safety features like never before. “Consumers have a general awareness of different technologies that they can find in the market,” says Mattia Berardi, product manager for Giro Snow. “They’re willing to know how it works and choose what’s best for them.” The Multi-Directional Impact Protection System, or MIPS for short, is in especially high demand. Helmets equipped with MIPS technology feature a low-friction layer be-
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PRIMALOFT® IS A REGISTERED TRADEMARK OF PRIMALOFT, INC. ©2015 PRIMALOFT, INC.
WARMTH FOR ANY CONDITION. BREATHABILITY FOR ANY ADVENTURE. DELIVERING SEASON-TO-SEASON FREEDOM, PRIMALOFT® GOLD INSULATION ACTIVE IS THE INNOVATIVE MICROFIBER INSULATION ENGINEERED WITH BREATHABLE WARMTH TECHNOLOGY AND MULTI-DIRECTIONAL STRETCH. IT EXPANDS YOUR APPAREL’S SEASONALITY AND TRANSFORMS EVERYTHING FROM LIGHT LINER MATERIALS TO HIGHLY-PERMEABLE STRETCH SHELL FABRICS INTO ADAPTIVE PERFORMANCE GEAR THAT’S READY FOR ANY TRAIL, SO YOU CAN FORGET THE FORECAST. REDISCOVER COMFORT AT PRIMALOFT.COM
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Product
ZONE Featuring the freshest gear on the market today. Here is a sneak peek at what’s new and what’s coming from leading industry companies
INTRODUCING THE
ANDROID JONES C O L L E C T I O N BOOTH#3148
Special Advertising Section
COME VISIT BOOTH 2423
Come and see our new look and collection from CTR. Leaders in cold weather acccessories and element protection Share The Passion
Come visit us at booth # 1505 Toll Free 1-800-363-1898
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www.jupa.ca
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STRENGTH
IN NUMBERS 53
Million Content Impressions and Growing 2016 BUYERS GUIDE
BEST NEW GEAR
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OF F
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& 243 Skis Boots
Plus helmets, goggles, gloves & lots more
3-D PRINTING REVOLUTION
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GEAR TRENDS
Lighter Skis, Thinner Widths & the Return of the Bootfitter SEPTEMBER 2015
A TH
WARYO U R T REN I C K E T S MIL LER N O W .C OM
LO C A TI ONS LE TE S RO NEPA B KIN L - CO JON NY GWIL LORA LDO MAT MOSELE WYO T PH Y - K. SETH W ES ILIPPI MIN C. O G-U AKLEY COTT - IAN ØYS TAH PRO - DYLA CHRIS A TEIN - ALA IAN VO N AASH NW SKA MCIN - NEI ALCZY THONY EIM - FRA L PR TOSH OVO MARC N CE K - CA - RACH - IN G - LEXI AEL - CH US CA ROLI RID ILE BURK D NE G BACK STON UPO S LEIC N STRO H - JE - SHO KA M - SA - KAYLIN T - AMIE SHIM REM EN G RICH GE CA Y JEN A-H ER A BR RD TTABR SE ANN ET SO AH KE IGA -A SON - ES N - M N - STEV PE EN LOSA ARN CK N FA EY - MA DNES ENN A PE NYMAN RK A TERS - JT H BMA ON OLM - RO RY BU ES SHFI ELD
PHOT
Motivate Your Most Qualified Audience aimmedia.com
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First Chair to Last Call
The World’s Largest Action Sports Film Tour
Official Publication of the 2016 SIA Snow Show
skimag.com
skiingmag.com
warrenmiller.com
siasnowshow.com
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DENVER WAREHOUSE SOLUTION SIA’s Members-Only warehouse makes move out easy and ensures a smooth, worry-free entrance back into next year’s Show and includes these year-round benefits: SIA SHOW MOVE-OUT
• No Minimum Storage Weight • Close to the Convention Center
FEBRUARY - DECEMBER
• Additional Discounts for Pre-Payment • Easily Accessible throughout the year
PRE-SHOW PREP
• 1-Month Free Storage
SIA SHOW MOVE-IN
• 10% Discount on 2016 Show Drayage* • First on the Floor = More Set Up Time • Guarantee of no missed target day/time move-in penalties*
* Applies to crates stored in SIA Denver Warehouse for at least 8 months prior to the SIA Snow Show
LET’S FACE IT, YOU’LL NEVER FORGET THE DAY YOU LEARNED TO SKI OR RIDE.
Contact Your SIA Regional Sales & Marketing Manager: Dave Wray Western Region DWray@snowsports.org 503-708-1947
Reddy Kennedy Central & Rockies Region RKennedy@snowsports.org 303-579-7623
Ed Wray Eastern Region EWray@snowsports.org 401-743-8089
When you help a newcomer sign up for a lesson, you’ll be entered Tom Davis Supporting/all Regions TDavis@snowsports.org 540-336-0803
to win the Bring a Friend Challenge grand prize. Get information for deals on lessons, rentals and tickets at bringafriend.org.
SHARE YOUR #FIRSTDAYFACES AND PASS ALONG THE FUN!
Register online at SIAsnowshow.com/register and don’t forget to book your On-Snow hotel.
Feb. 1 - 2, 2016 On-Snow/Nordic Demo | Copper Mountain Resort, CO
*
Book your transportation to Copper Mountain now with CME for only $25
PACKAGE
ColoradoMountainExpress.com/SIA 970-SKI-RIDE (754-7433) Code: SIASNOW
SIAsnowshow.com/onsnow
PACKAGE
GOLD PACKAGE INCLUDES: 2 Single Day Lift Tickets/Trail Passes Happy Hour on Monday PRICING: Daily Breakfast (Mon, Tues) Pre-registration*: $35 Daily Lunch (Mon, Tues) Onsite: N/A
SILVER PACKAGE INCLUDES: 2 Single Day Lift Tickets / Trail Passes Happy Hour on Monday
PRICING: Pre-registration*: $15 Onsite: $50
Onsite registration for the On-Snow Demo Ski/Ride Fest opens Monday, February 1st at 8A at Copper Mtn Resort. *Must be purchased prior to 10A on Sunday, January 31st.
On-Snow badges may be picked up at the Snow Show in Denver or on-site at the mountain.
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As a non-profit, member-owned trade association, SIA’s goal is to help your business thrive on its own and as part of the larger industry. SIA Research offers an incredible range of reports and data designed to give you industry insights that will help you make smarter decisions to grow your business. Take a look at some of our top reports: • Jan. 28 - 31, 2016 Sourcing Snow at the SIA Snow Show The only exclusively snow sourcing Show. Colorado Convention Center, Denver, CO Find the exhibitor list, targeted seminars and more information at SIAsnowshow.com/sourcingsnow
•
• • • • • • •
The Downhill Consumer Intelligence Project (DCIP) A comprehensive study of snow sports consumers with efforts to grow the snow sports participant base and product sales SIA Snow Sport Brand Share Reports Produced by The NPD Group – Sports and Leisure Trends, providing the snow sports industry with exclusive market data detailed down to the brand, model, unit and dollar sale. Snow Sports Market Intelligence Report The most complete report on snow sports sales, participation, and overall trends available in the snow sports market. Snow Sports Executive Market Summary Snow Sports Participant Study Sales and Orders Surveys Uniform and Rental Equipment Surveys Cost of Doing Business Survey Compensation and Benefits Survey
See Snowsports.org/research or contact SIA Research directly at 703-556-9020 or Research@snowsports.org for information on these and other SIA Research products.
Get your smarts on. With offerings on Wednesday through Saturday, January 27-30, 2016, the SIA Snow Show is your source for intelligence and continuing education for the snow sports industry. Through clinics, seminars, state of the market and brand presentations, plus seeing the latest in the market you strengthen your business and industry knowledge.
INDEPENDENT|HANDCRAFTED SKIS|SNOWBOARDS
Before the Show even opens, check out the full line-up for Industry + Intelligence on Wednesday, Jan 27 at SIAsnowshow.com/intel. This industry day has nearly 20 sessions covering five core intel tracks – State of the Industry, Manufacturing & Production, Business Development, Marketing & Social Media and the Specialty Retailer Series. See the schedule at SIAsnowshow.com/intel. Here are a few other hot topics in the mix for 2016: • • • • • • • •
Digital Marketing and Online Strategies Social Media and Mobile Marketing Digital Commerce Brand Authenticity Small Business Strategies New Product Development Patents and Trademarks Backcountry Safety & Responsibilities
Find the complete list of #SIA16 seminars and clinics – plus dates, times and locations – at SIAsnowshow.com/seminars. New sessions are added frequently, so check back often.
COME GET A TASTE SIAsnowshow.com/craft
SIAsnowshow.com | SNOW SHOW PREVIEW 2016
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AT THE SHOW | WHO'S COMING
Find booth numbers and Show layout at SIAsnowshow.com/floorplan. Download the SIA Snow Show App at SIAsnowshow.com/showapp.
Exhibitors
MORE THAN 900 BRANDS ON DISPLAY AT THE SHOW (AS OF DEC. 4, 2015; SUBJECT TO CHANGE) Company
Company
Company
Company
Company
Company
686 2XU 4F 540 Snowboards 5th Element Abom, Inc. ACADEMY Snowboard Co. Advanced Racking Systems Agent Outerwear AION Airblaster Airhole Facemasks Aksels All Resort Furnishings Aloha Products LLC Alpaca Imports Alpina Sports Corp. Alp-n-Rock LLC American Express OPEN anon. Apex Sports Group LLC Arbor Arcade Belt Co. Arctix Armada Artesania, Inc. ARVA AscentCRM Ascente Ski Company Ashbury Eyewear Astis Athalon Sportgear, Inc. Atomic USA, Inc. Auclair Sports, Inc. Backcountry Access, Inc. BbTALKIN Bearpaw Apparel Becker Glove International LLC Belong Designs Bench Bent Metal Bergans of Norway Besso Imports Big Agnes, Inc. Billabong USA Black Crows Skis Blackstrap Blanc Noir Blizzard Bluemoris Co., Ltd. Bollè Bomber Alpine Snowboard Outfitters BONFIRE Booster Strap Boot Doc Boulder Gear Braven Brekka Bridgedale North America Briko USA Buff, Inc. BULA Burton Snowboards
C3 C4 Belts CandyGrind CAPiTA Snowboarding Captuer Headwear Carver Skateboards Celerant Technology Corporation Celtek CenterStone Technologies, Inc. CEP Compression Sportswear Cerevo, Inc. Chaos Chapplicator LLC Choucas Hats Cirque Mountain Apparel COAL Headwear Coalition Snow Colmar Colorado Original Outdoor Products Colour Wear Corbeaux CP Sports North America Craghoppers crazeeHeads, Inc. Crescent Moon Snowshoes CTR (Chaos Thermal Regulation) Dainese USA Inc DAKINE Dalbello Sports LLC Dale of Norway, Inc. Dare2b Darn Tough Vermont Db Equipment DC Shoes, Inc. D’Curve USA Deeluxe Demon United Descente North America, Inc Deuter USA Deviation Ski & Snowboard Works Dinosaurs Will Die Snowboards DIOMI Discrete Clothing DMOS Donek Snowboards Double Diamond Sportswear DPS SKIS Dragon Alliance Drop MFG DryGuy Dynastar Skis Eider Elan Blanc Elan Skis Electric Elm Company EMU Australia Endurance Enterprises, Inc.
Envy Snow Sports Erik Sports-WhiteWoods Erin Snow Eurosock International Exel Sports E-Z UP International, Inc. Faction Skis Fairweather Ski Works Falke USA Farm to Feet Fast Strap Fat-ypus Skis Fera International Corp. Fischer Skis US FITS Fix Binding Co Flow Sports, Inc. FlyLow Gear Fox River Mills, Inc. Freezy Freakies Freyja.Ca Full Tilt Boots G3 Genuine Guide Gear, Inc. Garmin USA Geographical Norway Gilson Boards Giro Sport Design GNU GO PUCK Goal Zero Goggle Grip Goldbergh Goldwin America, Inc. GOODE Ski Technologies GoPro Gordini USA, Inc. GoScope Grabber Inc. Grassroots California Hand Out Gloves Hatley USA HEAD Wintersports Heat Factory USA, Inc. Helly Hansen HESTRA GLOVES LLC High Sierra Holmenkol.US Homeschool Outerwear Honey Stinger Horizon Agency, Inc. Hot Chillys Hotfingers Gloves Hotronic Hovland Snowskates HOWL Humanity Snow i.N.i. Cooperative Icelandic Design Icelantic Skis Icepeak IFA Prowear ImedgeBoards LLC Impact Canopies USA Implus LLC Incase Indigo Ski USA LLC Itasca Footwear by C.O. Lynch Enterprises JAIL JAM JASEBOARDS USA, Inc. Jonathan Paul Eyewear Joshua Tree Skin Care Jupa Sports K2 Skis K2 Snowboarding Kapan Kent Co, Inc. Karakoram Karbon
Kari Traa KASK America Inc Kastle USA KEL52 KGB SPORT Khombu Killtec NA Inc. Kiss My Face LLC Kitten Factory LLC KJUS North America, Inc. KneeBinding, Inc. Kombi Ltd., Inc. Komperdell Krimson Klover Kuhl Clothing KULKEA KUUsport Mfg. Ltd. Kwik Tek, Inc. La Sportiva N.A., Inc. LACROIX SKIS LandYachtz Lange Ski Boots Laundromat L-Bow Mittens Le Bent LEKI USA, Inc. Level Gloves Level USA Lib Tech Liberty Mountain Liberty Skis Line Skis Little Blue House by Hatley Look Bindings Lorpen North America, Inc. Lost Horizons Imports Lucky Bums, Inc. LUHTA USA Ltd. M. Miller Mad Bomber Company Mammut Sports Group NA Manzella Products Marhar Snowboards Marker USA Marmot Mountain LLC MasterFit Enterprises MDXONE Meier Skis Mental Mervin Manufacturing Message Factory, Inc. Mitchie’s Matchings Mons Royale USA Montana Sport North America, Inc. Moon Boot Mountain Collective Mountain Uniforms MTN Approach MyPakage Native Eyewear NEFF Neve Designs Never Summer Industries NeverWet Newland Niche Snowboards Nidecker North America Nike Vision NIKITA NILS Nitro Snowboards Nordbron Nordica USA Northern Lites Snowshoes NuDown, Inc.
Oakley, Inc. One Way Sport USA OneBall O’Neill Onewheel Optic Nerve ORAGE Ortovox USA, Inc. Outdoor Designs Outdoor Gear, Inc. Outdoor Survival Canada Outdoor Tech Pajar Canada Parajumpers Patagonia, Inc. Pepper’s Polarized Eyewear Phunkshun Wear LLC Picture Organic Clothing Pinnacle Designs PISTIL Pit Viper Planks Clothing America, Inc. POC point6 LLC Point-of-Rental Software POLARMAX PolarPro Polartec LLC Popticals Powder Point Sports Pret Inc Pretty Great LLC Pulse Purnell Quiksilver Inc Radical! Gloves Rain Retail Rawik Recco Systems Ltd Redfeather Snowshoes Regina Imports LLC RELLA Remind Insoles reusch SnowSports Revision Skis Revo Sunglasses Ride Snowboards Ripclear Roces USA Inc. Rocky Mountain Sunscreen Rocky Mountain Underground Rome Snowboard Design Syndicate Rossignol Rossignol Apparel ROXA Sports Roxy Ruffolo Enterprises, Inc. Rukka Ruroc Ltd. Saga Outerwear Salomon Snowboards Salomon USA Sandbox SAXX Underwear Co. SCARPA North America, Inc. Schure Sports U.S.A., Inc. Scott Sports Screamer, Inc. Sector 9 Seirus Innovation SESSIONS Shred Optics
Sioeye Inc SKEA, LTD. Skhoop Ski Kare, Inc. Ski Sundries and Supplies SkiA Designs Skida SkiMetrix, Ltd. Slant Skis Slide On SLOKKER SPORTS NORTH AMERICA Slytech Protection SmartWool Corporation SMITH Sno Skins, Inc. Snoogee Boards Snow Angel Snow Dragons Snow Gliders LLC Snowjam Canada, Inc. SnowStoppers Snurfer SOLE Soul Poles SP United USA, Inc. Spacecraft Spark R&D SplitPea Sound Sport Design Sweden Sport Obermeyer Ltd. Sportcaster Company, Inc. Sports Accessories America Inc Sportswear of Sweden (SOS) Sportube Spy Spyder Active Sports, Inc. Spyderco Stepchild Snowboards Stockli Outdoor Sports Strafe Outerwear SubQ Designs Sun Bum LLC Sun Valley Ski Tools, Inc. Suncountry Sales and Distributing LLC Sunice Superfeet Worldwide, Inc. Swany Sweet Protection Sweet Turns Swix Sport USA, Inc. SYNC Tecnica USA Ternua Terramar Sports, Inc. The Interior Plain Project The Soze Group (TSG) ThermaCELL Heated Products ThirtyTwo Thorlo, Inc. Thule, Inc. Tiki Toss TITE Belts TOBE Outerwear TOKO Transpack Trespass USA Turbine Turtle Fur Under Armour Union Binding Company UVEX Sports, Inc. Vans Vapur Vauhti Wax Technologies
Be our Sales Representative Grab the opportunity now Colorado
Michigan, Ohio, Indiana, Kentucky & Illinois
Meet us at booth # 1505
•
California, Nevada
Texas
Toll Free 1-800-363-1898 • www.jupa.ca
New exhibitors are bolded
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Company
Company
Company
VEMO Sports LLC Vew-Do Balance Boards Vigo Imports VillageHouse Volcom Volkl VonZipper Voormi Vuarnet Watson’s Bodywear WAXD Laces Weston Snowboards Wigwam Mills, Inc. WI-ME SNOWBOARDS Wintersteiger, Inc. Wolfie Furs Canada Woolpower WSI Sports XS Helmets XSories Yaktrax Yukon Charlies Zanheadgear ZANIER Sports, Inc. Zarges, Inc. ZDAR Boot USA Zeal Optics Zensah
Xiamen Evergreen Industrial Corp YKK (USA), Inc. Zhaoqing Bohan Sports Co. LTD.
Kastle Skis Kerma Ski Poles La Sportiva Landyachtz Longboards Lange Ski Boots LIB TECH Liberty Skis LINE Skis Look Bindings Lowa Boots LY Snow Marhar Snowboards Marker Ski Bindings, Helmet’s & Goggles Morrow Snowboards Native Eyewear Never Summer Snowboards Nike Goggles nitro snowboards Nordica Boots Nordica Skis Now Bindings ON3P Skis POC Helmets, Goggles & Armor point6 Pret Helmets Ride Snowboards Rome Snowboards Rossignol Alpine, Nordic, Snowboard Roxa Ski Boots ROXY SNOWBOARDS Salomon Alpine Salomon Goggles Salomon Helmets Salomon Nordic Sandbox Helmets Scarpa Serengeti Eyewear Shred Helmet and goggles Skia Slash Snowboards Slytech protection Smith smokin snowboards Spy Optic Start Wax and Poles Superfeet Worldwide Sweet Protection Helmets Swix Alpine: Ski Tuning Equipment, Ski Poles Technine Tecnica Ski Boots Triple 8 Tyrolia: Alpine and Alpine Touring Ski Bindings Union bindings UVEX Vans Voile Manufacturing Volkl USA Von Zipper Sunglasses and Goggles Yeah for It Distribution (Bataleon, Lobster, Switchback) Yes Snowboards Zeal Optics
CRAFT
Coalition Snow DOWP, a snowboard group Fairweather Ski Works Franco SnowShapes Revision Skis Rodin Snoplanks Snow Gliders LLC
ON-SNOW DEMO* 3M Thinsulate Insulation AMATERRACE, Inc. Aparso (Fujian) Sportswear Co. Ltd. Beijing Huafu Manufacturing Ltd. CBF Labels Inc CHANGZHOU GAODA SPORTINGS CO., LTD. Concept III Textiles International drirelease DTS INC DURAFLEX Erictex Fashion Co. Ltd. Global Merino Guangzhou Hangbao Group Co Ltd. Guangzhou Yijia Optical Technique Co Ltd Hebei Joyful I&E Trade Co. Ltd. Jiangyin Diamond Tools Co. Ltd. Jining Glove and Sewing Product Col LTD. Jining Jianhua Zhongxing Ski Products Co., Ltd. Maxland Sportswear Industrial Co Ltd. Paltex Company Ltd. Roaly Merchandises, Inc. Shenzhen Pengyifa Industrial Co Ltd. Shenzhen Reanson Products Co., LTD. Shifan Racewear, Inc. Solis Fabric Technology Co. Ltd. Suzhou Zhongbo Textile Garment Co. Ltd. Sympatex Technologies, Inc. Toray International America, Inc. Two River Textiles Union Line Textile Co. Ltd. Vertical Source, Inc. Welltern Enterprise Co. Ltd.
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ThirtyTwo Snowboard Boots & Outerwear 4FRNT Skis Adidas Snowboarding Apex Ski Boots arbor Armada Skis Athalon Luggage Atomic Nordic Atomic USA Alpine BENT METAL Bern Black Diamond Equipment Blizzard Skis Bolle Sunglasses & Goggles Capita snowboards Dalbello Ski Boots DC Snowboards/ Boots/Outerwear Deviation Skis & Snowboards DPS Skis Dragon Dynafit Dynastar Skis Electric Faction Skis Fischer Skis XC Fitovers Eyewear Flow Snowboarding flux bindings Flux Snowboard Bindings Full Tilt Boots G3 Gilson Boards LLC Giro Goggles Giro Snow Helmets GNU Go Pro Goode Carbon Ski Products GoPro Cameras Head Winter Sports: Alpine Skis, Ski Boots, Bindings Holmenkol Wax Hovland Snowskates Icelantic Skis Jonathan Paul Eyewear Jones Snowboards K2 Skis, Boots, Helmets, Goggles, Poles and Accessories K2 Snowboarding
For the most up-to-date exhibitor listing, go to SIAsnowshow.com *In conjunction with the Western Winter Sports Representatives Association (WWSRA) Rocky Mountain Demo, and in partnership with Cross Country Ski Areas Association (CCSAA)
12/7/15 3:36 5:45 PM
SIAsnowshow.com
Jan. 27, 2016 Industry + Intelligence Jan. 28 - 31, 2016 SIA Snow Show & Sourcing Snow Colorado Convention Center Denver, CO
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Feb. 1 - 2, 2016 On-Snow/Nordic Demo Copper Mountain Resort, CO
12/7/15 4:45 PM
Stöckli skis are built in days, not minutes. Stöckli engineers handle each pair in 63 unique processes. Our unique glue system combines with an elastic powder to allow for increased elasticity when the ski bends. This technology plays a key role in Stöckli’s on snow behavior – stability. All materials are allowed t o cure in climate-controlled rooms. The presses that bond the skis allow engineers to modify both pressure and temperature at different areas on the ski. Each pair of Stöckli skis are put through a 25 step finishing process to provide the skier with a premium on snow experience. The all new, award winning, championship driven, Laser X series from Stöckli. Featuring Turtle Shell Technology – softer tip to tail, stiffer side to side.
Julia Mancuso
LASER SX 120/70/99
LASER CX 122/68/100
LASER AX 123/78/110
U.S. Ski Team 4-Time Olympic Medalist 4-Time FIS World Championship Medalist
THE AWARD WINNING LASER X SERIES SX, CX, AND AX
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®
A FIRST OF ITS KIND A carbon base specifically tuned for classic skiing
SUPER NANO CLASSIC
MADSHUS.COM
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Join us at the SIA Nordic Demo to experience the difference. 12/3/15 3:36 PM