SIA Snow Show Day4 2016 by Active Interest Media

OFFICIAL PUBLICATION OF THE 2016 SIA SNOW SHOW

PUBLISHED BY ACTIVE INTEREST MEDIA SUNDAY, FEBRUARY 1, 2016

The Art of Selling

Specialty retailers share how they are making their marks in a changing world. (p.12)

A S IT’ ! P A R W

Simplifying Backcountry

Accessories brands aim to make safety easier for users going off-piste. (p. 22)

One and more we’r day o e off fb to t usine he D ss, emo

Passing the Torch

David Ingemie hands the reins to new SIA President Nick Sargent. (p. 4)

Heard in the Aisles

“That is just a beautiful thing.”

—Hungry Show-goer

on sampling Darn Tough Vermont’s bacon-sprinkled soft-serve ice cream cones. (p. 34)

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Stay in touch on Facebook, Instagram & Twitter during the Snow Show, Industry + Intelligence and On-Snow Demo: #SIA16, #SIAintel

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IN THE ISSUE | UP FRONT

4 Show News

Contents

A message from new SIA President Nick Sargent.

24 Junior Apparel

Kids' apparel grows more sophisticated.

6 Snapshots

25 Socks

8 Show News

26 Wish List

Brands push socks as key part of bootfitting.

Happy hours, music and more from the floor. Merchandising insight from this year's exhibits; and should you really care about mobile?

27 Show News

What retailers are looking forward to at the OnSnow Demo; bootfitting tips from the pros.

10 OIWC Breakfast

Group recognizes leaders; SmartWool president talks gender in the workplace.

PUBLISHER Andy Hawk

28 Exhibitor List Round-up of the TransWorld awards show.

33 Show News

16 Industry Leaders

2016 Women to Watch and Retailers of the Year.

Nordic Center biathlon fun; Mikaela Shiffrin in her own words.

18 Market Overview

34 Question of the Day

Backcountry accessories and apparel trends.

34 Heard in the Aisles

20 Hats

Hat designs go back to basics.

CONTRIBUTORS Kailee Bradstreet, Eugene Buchanan, Krista Crabtree, Connor W. Davis, Greg Ditrinco, Jordan Gaines, Ben Gavelda, Courtney Holden, Christina Shepherd McGuire, Peter Oliver, Crystal Sagan, Eric Smith, Michael Sudmeier, Morgan Tilton, Bevin Wallace, Dave Zook

ADVERTISING COORDINATOR/ EXECUTIVE ASSISTANT Lori Ostrow GROUP PRODUCTION DIRECTOR Barb Van Sickle PRODUCTION Caitlin O’Connor PREPRESS TECHNICIAN Idania Mentana

22 Backcountry Accessories

ART DIRECTOR Jackie McCaffrey Bradley

ADVERTISING SALES Sharon Burson, Andy Hawk

30 Best of the Year

The Art of Selling

How retailers are facing the challenge of a changing market head-on.

EDITOR Lindsay Konzak

Read the digital version of the Snow Show Preview at snewsnet.com or snowsports.org.

Removing the guesswork from safety. Snow Show Daily is part of Active Interest Media’s Outdoor Group Kent Ebersole, Vice President, General Manager Allen Crolius, Vice President of Sales and Marketing

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 33

SNOW SHOW DAILY 2016 | DAY 4 SIAsnowshow.com

COVER PHOTOS BY JULIE ELLISON AND ALTON RICHARDSON

Active Interest Media 5720 Flatiron Parkway, Boulder, CO 80301

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AT THE SHOW | SHOW NEWS

Sourcing Snow’s Unsung Heroes

AS WE CLOSE OUT THE 2016 SNOW SHOW, I’D like to share my gratitude and some insights about what you can expect from SIA moving forward. First off – on behalf of the entire snow sports industry – thank you, David. Your dedication and service over the past 40 years is appreciated and will be celebrated for years to come. We look forward to building on your legacy! What can you expect from SIA as our leadership transition is completed on Feb. 1? Continued progression and an evolution of the way our organization supports and leads the industry. With an unwavering eye on the future, we will continue to sharpen the arsenal of tools offered to our members and the snow sports community. Our decision to reinvent the Snow Show and shift the event dates, beginning in 2017, was the first step in ensuring that SIA is not only equipped to support the current state of the industry, but plot a positive path of growth for the future. Finally, on a personal note, I’d like to thank SIA’s staff, board of directors, members, stakeholders and the industry as a whole for your feedback, honest conversation and partnership over the past few months. I’ve never felt so much enthusiasm in my career and have no doubt that we’re ready to go.

Let’s get after it! Nick Sargent

▲ ON SATURDAY, SIA OUTGOING PRESIDENT DAVID INGEMIE OFFICIALLY HANDED THE REINS TO NEW PRESIDENT NICK SARGENT, WHO MOST RECENTLY HELD THE POSITION OF VICE PRESIDENT OF GLOBAL BUSINESS ALLIANCE AT BURTON SNOWBOARDS. INGEMIE WILL REMAIN AT SIA IN THE ROLE OF IMMEDIATE PAST PRESIDENT AND LEAD AN ARCHIVAL PROJECT PRESERVING SIA'S 60-PLUS-YEAR HISTORY.

SNOW SHOW DAILY 2016 | DAY 4 SIAsnowshow.com

PHOTOS BY (FROM LEFT) BAILEY LARUE; JULIE ELLISON (2)

And, that’s a wrap!

THE SOURCING SNOW PORTION OF THE SNOW SHOW, WHOSE EXHIBITORS OCCUPY THE FAR CORner of floor near the Colorado Cantina, continues to connect suppliers with brands consumers see on retail shelves. From textile-weavers to zipper-makers, they’re the products behind the scenes that, like Rodney Dangerfield, don’t always get the respect they deserve. “We provide a lot of the things that consumers don’t really even notice, but are super-important to the final product,” says Katie Smith, here from San Diego as a territory account rep for Duraflex. She rattles off backpack hardware like buckles and apparel trims like snaps, cord-locks and zipper-pullers as products that move the best for them at SIA. The Show also lets her meet and greet. “It’s my territory, so it’s a great chance to see everyone I work with,” she says. “It’s very beneficial to be here.” Smith says she’s had up to eight meetings a day so far, with such key clients as Under Armour and Patagonia. Suppliers at Sourcing Snow that hail from the other side of the world also find the SIA show worthy of the trip across the pond. “It gives a chance to talk directly with some of the brands we work with, and source new ones,” says Noella Poon, sales manager of Taiwan’s Welltern Enterprises (right), which specializes in making water-repellent zippers for such companies as Karbon. “Product developers and designers can see what they want to use for the upcoming season.” So swing by and thank them for that coat that breathes while keeping you dry, or the pocket that stays tight during a tumble. Do it for Rodney. —Eugene Buchanan

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Visit the Helly Hansen booth #1720

AT THE SHOW | IMAGES

▲ WINTERSTEIGER, A SUPPLIER FOR SKI AND SNOWBOARD RENTAL AND SERVICING, SERVES UP AN AUSTRIAN BIER PARTY FOR SHOWGOERS AT THE CLOSE OF THE DAY FRIDAY.

▲ THE U.S. SKI TEAM AND SIA AWARD ATOMIC WITH THE DOC DESROCHES AWARD FOR PROMOTION OF THE TEAM AND ITS ATHLETES.

▲ A YOUNG FAN OF WORLD CUP ALPINE SKI RACER MIKAELA SHIFFRIN SHOWS OFF A SIGNED POSTER OF HER OWN.

▲ GLEN PLAKE MAKES AN APPEARANCE AT THE LEKI BOOTH.

▲ A LITTLE ROLY-POLY IN THE AISLES.

SNOW SHOW DAILY 2016 | DAY 4 SIAsnowshow.com

PHOTOS BY JULIE ELLISON AND ALTON RICHARDSON

▲ GETTING BUSINESS DONE AT THE SKHOOP BOOTH.

▲ SKETCHY TANK SIGNS HIS RIDE SNOWBOARD GRAPHICS.

▲ VROOM, VROOM!

▲ JACK O'BRIEN DISHES OUT SAMPLES FOR HONEY STINGER.

▲ CHRIS DAVENPORT GETS REAL WITH HIS "BIG MOUNTAINS, BIG LINES, BIG CONSEQUENCES" TALK IN BACKCOUNTRY EXPERIENCE.

▲ HOSTS PETER LINE (LEFT) AND EDDIE WALL (RIGHT) TOAST THE TRANSWORLD RIDER POLL AWARD-WINNERS.

▲ LYNSEY DYER (LEFT) AT SHEJUMPS GIRAFFICORN HAPPY HOUR.

▲ PRO SNOWBOARDER JAMIE LYNN (RIGHT) JAMS WITH THE BAND AT THE VOLCOM BOOTH FRIDAY NIGHT.

▲ MAN'S BEST FRIEND IS TUCKERED OUT.

SIAsnowshow.com DAY 4 | SNOW SHOW DAILY 2016

AT THE SHOW | SHOW NEWS

From Show to Shop

LESSONS FROM THE FLOOR WITH VISUAL MERCHANDISING PRO ALI LEVY WE ALL DO IT: WE GET PULLED INTO IMPULSE buys at the grocery store and are lured into boutique walkthroughs on a whim. Taking inspiration from the Show’s exhibitor booths, Ali Levy—SIA’s visual merchandising consultant—challenges retailers to think about why consumers make a purchase, and offers advice on how to create compelling, layered storytelling from the product displays to the dressing room. Here are a few tips retailers can take back to their own stores that emerged yesterday during Snow Show Daily’s time with Levy on the Show floor:

▲ PRESIDENT DAVID INGEMIE (RIGHT) RECOGNIZES SIA'S RETAILERS OF THE YEAR. READ INTERVIEWS WITH WINNERS IN EACH ISSUE OF THE SNOW SHOW DAILY, STARTING ON DAY 1.

STORYTELLING

ORTOVOX

Mobile Apps and Websites: Madness or Vital? ELECTRIC

SPOTLIGHT THE GOODS

The orientation, quantity and quality of light are vital to nail down in a retail space, Levy says. Hue and brightness levels can affect how the product appears, as well as the overall mood of a display. According to Levy, Electric is one Show exhibitor that is on point with its booth illumination—namely, by hanging lighting above the booth, which spotlights products on clean, white walls in a living-room style lounge with leather sofa and plants. “The light on the walls is sparse, like in a museum, and highlights the product really well,” Levy says. “It’s hard to get good lighting, and they’ve created a cool vibe.”

BY THE DIME

For retailers on a tight budget—or those with a minimalist style—Levy offers several methods for updating a store’s atmosphere. Paint the walls a bold color. Add warmth to the space with plants, such as succulents in rustic planters. Display a statement artwork piece like a sculpture or friend’s painting. Visit thrift stores to find funky, old fixtures and refinish them. Try old ladders, which Levy loves to rework and use in displays. To spark inspiration, check out DIY blogs and furniture websites including benjaminmoore.com and westelm.com—two of Levy’s favorites. Use Pinterest and Instagram to find fresh designs, by searching for hashtags related to visual merchandising such as #visualmerchandising, #retail, #design and #windowdisplay. Also, there’s nothing wrong with old fashion dumpster hunts. “I’m a dumpster diver. I love finding things and using them in displays!” Levy says. —Morgan Tilton

SNOW SHOW DAILY 2016 | DAY 4 SIAsnowshow.com

LAST YEAR, GOOGLE ANNOUNCED THAT MORE Web searches were done on mobile devices than on computers, Jason King, CEO of Web application and social media company Accella, cited during his Saturday I+I Live session, “Mobile: Should You Really Care?” “The mobile Web really needs to have your attention,” he says. “When 30 to 50 percent of Web visits are coming to your business via mobile now, having (mobile) is a no-brainer,” he says. A mobile website shrinks the website’s content to fit within handheld displays, depending on the device being used. According to King, every retail shop—even the smallest ones—should set aside a budget for a mobile interface. “Because of the amount of people coming to look at a shop from the mobile end, it needs to be prioritized,” King says. On the other hand, dumping the company’s coin purse into the development of a native application (or app) is not a worthy investment for brands across the board. “(A native app) needs to have commitment—a budget, and like any other campaign, a strategy with a full living, breathing force behind it—or, it’s not going to succeed,” he says. An app requires promotion and user evaluation followed by updates and additional investment over time. In addition, apps are successful when they engage people daily, like Target’s shopping app. If an app is single-use, users will delete it. Developing a $20,000 app for showcasing and selling products is less likely to succeed than an app that focuses on user experience and storytelling. King offers Volcom’s VolcoMobile App, which airs surf competitions, as an example. Another is the Accellalaunched app for the 2015 FIS Alpine World Ski Championships, which received 50,000 downloads in two days. In addition to considering consumer app engagement, companies should evaluate how an app could affect buyers, sales reps, executives and shop employees. —M.T.

PHOTOS BY (FROM LEFT) JULIE ELLISON (2); ALTON RICHARDSON

Ortovox mixes digital with the tangible in its booth this week. The brand placed soft layers of cream-shaded Swiss wool and merino wool on a long bench, replaced hanging rods with organic birch wood, displayed mantle-sized photographs of farmers and sheep in rustic wood frames, and lined shelves with antique tools—all features that come together to showcase the brand’s mountaineering heritage and traceable down practices. A digital story streamed on a hanging television screen in the booth. (Levy hopes to see an evolution of touchscreen retail technology for consumer interaction—like trying on ski pants in a dressing room and pushing a button on the mirror to be standing in Chamonix.) “There’s a nice connection created between the brand’s products and movement and the consumer experience,” Levy says of the Ortovox booth. “The scale of the booth is also amazing. The (square footage) is not very large, but the height is dramatic, and it stands out. You don’t see a lot of brands using height. For stores that don’t have a lot of storage space, you can always go up.” In a different style—one focused more on fun and playfulness—Outdoor Tech created an intricate display dripping with the brand’s identity: stepping stones across artificial grass to display towers featuring products in complex miniature sets, including a camping scene and a bustling city block.

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AT THE SHOW | SHOW NEWS

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The OIWC event also recognized the recipients of OIWC’s 2016 Leadership Awards. Kerry O’Flaherty, owner of Kerry O Sales, was honored with the First Ascent Award, and Kelly Davis, director of research for SIA, took home the Pioneering Woman Award. “This is a relationship-heavy industry and I would urge all of the young people trying to be successful in this industry to think about that,” Davis says. “You’re getting paid to make friends. There’s nothing better than that.” Read interviews with Davis and O’Flaherty in the Day 3 issue of Snow Show Daily. —Courtney Holden

PHOTO BY JULIE ELLISON

BRINGING MORE WOMEN INTO THE FOLDS OF THE SNOW SPORTS INDUStry isn’t just the right thing to do; it’s better for our bottom lines. “Including gender diversity at the core of how you operate gives you a better framework for making decisions. It’s imperative to running a good business,” says Mark Satkiewicz, president and general manager of SmartWool. “And that’s really what we’re all here for: to have fun and make friends, but to run a great business.” He expounded on the matter at the Outdoor Industries Women’s Coalition (OIWC) breakfast before a packed house—impressive given the 7 a.m. start time. Women are critical to a business’s success for three key reasons, he says: Having a gender-balanced management team improves financial performance; women offer a complimentary skillset to men; and women are our best consumers. “Women make up more than 70 percent of all consumer purchasing decisions worldwide,” Satkiewicz says. “If you have all men at your company, how do you know what that (female) consumer knows or wants?” But while there’s data to support the argument for more women in the workplace, we have a long way to go. He pointed to the general perception that it’s risky to appoint women to leadership positions. And unfortunately, more advancement opportunities tend to be given to men, not women. Perhaps most concerning: The lack of urgency around the issue. “If you think that the concepts I’m talking about today are risky, they’re not. The only risk that you guys have is not doing this. We’ve proven it via data,” he says. “A genderdiverse workforce is the best path to your own success. If we can get this done ... collectively and collaboratively, we can stop talking about this sooner than later and move on to other things that we want to spend more time on.”

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FEATURE | ART OF SELLING

The Art of Selling SPECIALTY RETAILERS SHARE THEIR STRATEGIES FOR THE ELECTRONIC AGE

JACKSON TREEHOUSE EMPLOYEES IN TETON VILLAGE, WYO., SHARE THE MOUNTAIN EXPERIENCE WITH THEIR CUSTOMERS.

SNOW SHOW DAILY 2016 | DAY 4 SIAsnowshow.com

PHOTO COURTESY OF JACKSON TREEHOUSE

BY BEN GAVELDA

To me, the shop was the temple. It was where I learned all things snowboarding. Videos played on the TV, stories were traded on conditions and who did what, friends were made, bases were repaired and ground new, and gear came and went like the snowfall. The small outerwear-lined and board-stacked spot in my hometown was the only and best source for such things. The culture of snow sliding thrived there. Although much has changed, including the rise of the Internet, the retail environment has evolved, and specialty stores remain the cradles of snow sports retail today. Though many brick and mortar shops have closed their doors in recent times, the specialty shop segment still holds more than half of the snow sports market ($2.4 billion in sales in 2014-15 season), and some shops are even doing surprisingly well despite an overall decline of 4% in the channel last year. (That compares with a 13% increase in chain-store sales, and a 4% decrease in online sales of snow sports apparel and equipment per SIA data.) So how does one navigate the point-and-click, live chat, free shipping, warehouse inventories and fickle winters? For the answer, we asked specialty shops to share their strategies for selling in this changing environment.

FULL SERVICE

The services and knowledge that can’t be replicated in digital form are the backbone of specialty retail shops: equipment knowledge, technical set-up and repair of gear, rentals and more provide the foundation for brick-and-mortar snow sports retailers. And noth-

ing beats an in-person conversation on the right gear set-up. “The brick and mortars’ only line of defense is service,” says Mark Gallup, owner of The Guide’s Hut in Fernie, British Columbia, a ski, snowboard and outdoor gear shop. “Customers crave a dialogue and appreciate our staff ’s knowledge to help them make a decision. They want tactile touch and somebody giving them permission to buy.” The shop supports its customers during the life of the product, whether it’s a free tune-up, or a follow-up to see how the gear is working for them. “If there is a warranty issue, we bend over backwards to resolve it,” Gallup says. “If an online purchase has a warranty problem, it is up to the customer to deal directly with the manufacturer.” Shops hope that human-to-human interaction ignites more than an instant messenger chat can. “We are very interactive with every customer,” says Joel Handschin, owner of Jackson Treehouse in Teton Village, Wyo. “Not only do we pass along knowledge about products and brands, but we also make new friends. We feel a majority of our customers are also our friends.”

PHOTO BY BEN GAVELDA

2ND AVENUE SPORTS IN DURANGO, COLO., ATTRIBUTES ITS SUCCESS TO COMMUNITY INVOLVEMENT.

SIAsnowshow.com DAY 4 | SNOW SHOW DAILY 2016

FEATURE | ART OF SELLING Sparking a conversation can relay the passion of skiing and riding to a customer. It can open doors to other product purchases and generate a longer-term relationship. Whether it’s on-hill, at the shop or around town, customers have someone local they can count on. The technical nature of snow sports gear helps retailers maintain rapport with customers and provides opportunities to recommend upgrades and improvements to customers’ kits. Adding services like waxing and setup for gear purchased in the shop, yet charging for service to products bought elsewhere, is commonplace. A proper tech shop is as vital to ski and snowboard equipment as a mechanic’s garage is to vehicles. And retailers in the proper location with apt space, rental and demo equipment can expect steady cash flow oughout the season. While most snow sports goods saw only marginal increases (and even decreases) at specialty shops during the 2014-15 season, specialty retail rentals were up 14% in the 2014-15 season. Other bright spots for specialty shops last season: alpine touring equipment, up 18%, and outerwear, up 5%.

TRAINING GROUNDS

Up in Anchorage, Alaska, Jason Borgstede, owner of Blue and Gold Boardshop, trains by example, as well. “I am very involved and present at the store,” he says. “I would say I lead with my heart. I share my passion and look to instill that passion in my employees. I believe that passion and caring are the difference between what I offer and that of a box store or online experience, and I drill that into the employees. I stress that a customer’s positive experience with snowboarding is paramount to anything. I pay attention to the employee’s interaction and then coach afterwards according to how it went.” “We practice what we preach,” Gallup says. “We aren’t selling plumbing equipment, we are selling adventure and fun, and all our staff are very involved with our products because they use them. We trade stories with our customers and often share a mountain experience with them.” JASON BORGSTEDE (LEFT), OWNER OF BLUE AND GOLD BOARDSHOP IN ANCHORAGE, ALASKA, REGULARLY HOSTS EVENTS AT HIS SHOP TO DRAW IN THE COMMUNITY, INCLUDING MOVIE NIGHTS, AVALANCHE AWARENESS TALKS (BELOW), SPLITBOARD TECHNIQUES AND MORE.

PHOTOS COURTESY OF BLUE AND GOLD BOARDSHOP

Selling technical snow sports products requires the knowledge of the fine details and features of a product, but passion goes a long way, too. Brand-led clinics, demos and hands-on time for staffers with the product are crucial ways to help employees relay this to the end customer. “For our staff it’s all about the clinics that most brands provide. We also discuss gear in great depth, as well as sales strategies,” Handschin says. Brand interaction is crucial as it’s often loaded with far more information than what lies in the catalog or online. According to Gallup, training staff comes down to “nature and nurture.” “Like in nature, we often show by doing. It helps build a team mentality. Some may argue that the owners shouldn’t be in the trenches and should concentrate on the big picture.” On the nurture side, Gallup’s shop takes advantage of product knowledge seminars from reps and suppliers. “Again, nothing builds a team like beer and pizza,” he says. “Many reps talk about sales techniques that go beyond their own products. And last but not least, regular staff meetings to keep the communication rolling.”

FOR OUR STAFF, IT'S ALL ABOUT THE CLINICS THAT MOST BRANDS PROVIDE. WE DISCUSS GEAR IN GREAT DEPTH, AND SALES STRATEGIES.

SNOW SHOW DAILY 2016 | DAY 4 SIAsnowshow.com

Handschin couldn’t agree more. “In the end we just love to snowboard, and we want to pass this love along, and I think it shows to our customers,” he says.

FULL MENU

Stocking the right medley of gear is increasingly crucial, and progressively difficult. Shoponly runs, limited edition pieces and coveted products may generate sales and hype, but supplying a solid mix of staples and price-friendly bits for a wider range of customers is essential. So how do shops approach the difficult task of inventory? “Ride a lot of different gear, and work in the tech shop repairing everything,” says Jay Moore, owner of World Boards in Bozeman, Mont. “That is the most intimate way to know a product. Mix and mingle with all rider types. Go riding solo at the resort, and ride chairs and hike with randoms. Get to know ‘the what’ and ‘the why’ of purchases. Then offer the best mix for your market based on your educated gut, yet dabble a bit in the hype.” Both Handschin and Borgstede agree that on-hill time and location is crucial, too. “We research new gear and new brands and have a great resource of information from some of the best riders in the world right here in Jackson, so we're a little lucky to have our finger on the pulse of the latest and greatest gear,” Handschin says. “And all of our staff wants to try the boards that come out. That new shape—we want to ride it and check it out. We get to demo a lot of boards, and this gives us a lot of knowledge about them.” Borgstede adds: “I snowboard a ton, and I check the media outlets daily. I am on the hill and at events. I engage and talk to people about their needs and wants. This allows me to have a better idea of what people are looking for.” Having the gear on hand to please every customer is nearly impossible, but there are methods that remove some of the guesswork. Monitoring what heads out the door through basic spreadsheet and POS programs is simple, and so is offering hassle-free special orders for the gear you can’t stock, generating a sale and saving the customer from having to do it elsewhere themselves. “We tap into our point of sales system on a regular basis and see what is selling and what is not,” Gallup says. “Analyzing one category at a time on a spreadsheet and just rolling through the inventory with the seasons. This is also part of the staff training and having the owner and manager listening to both customers and staff. We do our best to retain information and feedback so we can tweak future orders.” But for many outlets, having the right gear on hand is like looking into a crystal ball. Although backed by the ability to carry larger inventories across multiple shops, EVO Portland’s Snowboard Supervisor Kevin Nimick agrees with Gallup. “It’s well-known that there’s a combination of science and sorcery involved in successfully stocking the right gear,” he says. “We have strongholds on both those sides. Number analyzers who swim through the matrix and on-the-floor gear dorks. EVO especially has such a mega pool of product to pull from that it’s convenient, but also overwhelming.” EVO, which also sells online, offers ski, snowboard, skate, bike and surf gear and accessories at its Portland and Seattle locations. The biking and surfing lines were only recently added to

PHOTO COURTESY OF EVO PORTLAND

EVO PORTLAND

Holding Strong

Specialty shops generated more than half of the industry's sales in 2014-15, according to the SIA Snow Sports Market Intelligence Report.

SPECIALTY SHOPS

CHAIN STORES

ONLINE SALES

4% 13% 4% SOCIAL MEDIA PAGE

TOTAL SALES

$2.4 $1.2 $144 its lines as part of a diversification strategy to stave off the effects of low-snow winters. (Its online offering has also helped offset lower local sales.) “As EVO is opening these new stores, we’re more efficiently streamlining this process all the time,” Nimick says.

DIRECT CONNECT

The relationship with the local community is paramount. “It’s the community,” says Gary Provencher, owner of 2nd Avenue Sports in Durango, Colo., regarding the economic success of his shop. “We are very lucky to have such a supportive community who understands the impact of their purchases. We are fortunate to be in a popular destination location without a significant threat of larger retail chains yet.” Not every outlet can rely on this, but they can make their presence felt through community involvement. “Community involvement is the cornerstone of my store,” Borgstede says. “It’s the area that I can offer something that nobody else can. There is no limit on how involved you can be with the community. I set up my store in a way that we can host events like movie nights, avalanche awareness talks and splitboard techniques. I have a rotating art wall with the proceeds going to local skateparks. That’s just the tip of the iceberg.” For Moore, authenticity comes with community. “Stay rooted and real,” he says. “You can’t buy real, and people know the difference.” For its part, EVO hosts movie premieres, skate sessions, art galleries and more, as well as works with local non-profits. The reciprocity of store and community is a healthy exchange that all brands, consumers and retailers need to keep flowing. The distribution of wealth in snowsports must continue to cycle through the mom ‘n pop shops, main streets and communities near snowfall. As the market evolves, so will the ways retail outlets adapt, but we’re pretty sure UPS or FedEx will not be offering doorstep boot-fitting or on-the-spot core shot repair. Skiing and snowboarding will continue to progress, yet the act of both, the specialty shops that support it and the areas that host it are not going away anytime soon.

STAY ROOTED AND REAL. YOU CAN'T BUY REAL, AND PEOPLE KNOW THE DIFFERENCE.

SIAsnowshow.com DAY 4 | SNOW SHOW DAILY 2016

INDUSTRY SPOTLIGHT | LEADERS

Women to Watch

What is your favorite part of your job? I love knowing that we make a difference in women’s performance and comfort when they are skiing—the best part is when they call from the chairlift to say they love their boots. Yes, that actually happens frequently! I love seeing all the DIVAS we have employed over the years happily moving up the ranks in the outdoor and snow sports industries.

With the Outdoor Industries Women’s Coalition (OIWC), SIA is proud to recognize the 2016 Women to Watch, outstanding leaders working for brands, reps, retailers, resorts and non-profits.

What are 5 things people don’t know about you?

1. I went to Vail for spring break in 1988, and that’s when I decided I would live there. 2. I worked in the furniture and design industry for years. 3. I still have a pair of 198 Kästle Speed Machine skis sitting in my warehouse from the 1990s that I tell myself someday I will take out and ski again. 4. I got bitten by a dog at the bottom of the Minturn Mile the first time I skied it. 5. I dropped a chair on my foot this summer, two days before bringing my son to Sarah Schlepper’s ski camp in Hintertux. I couldn’t get my foot in a ski boot, so no skiing for me (but on the bright side I was able to get my foot in a hiking sandal, and spent five days hiking around the Glacier in sandals!).

Kim Walker

President and Co-Founder, outdoor DIVAS Years with current job: 3 Number of years in snow sports industry: 13 Average days on-snow: 20 (hoping that will increase now that we opened a store in Vail)

What advice would you give to young women getting their start in snow sports industry?

Favorite place to ski, and why? Vail. I can almost always find hidden powder stashes, and amazing lines with no one else on them.

Yes, it’s a dude fest out there, but this industry is embracing women’s voices and contributions — and this is a growing trend. Always be proactive, always listen before you speak, but always make sure you express your opinions.

How did you get your start? I moved to Vail to be a ski bum for one year and I got stuck. After 10 years of skiing on men’s equipment that was never really doing me justice, my partner (Michael Callas) and I devised a plan to have a curated selection of product for women available in one place and outdoor DIVAS was born. That was my entrance to the snow sports industry as a retailer.

Congratulations to the 2016 OIWC-SIA Women to Watch: Stephanie Bennett, K2 Sports; Julia Blumenfeld, Head/Tyrolia; Wendy Carey, Seirus Innovation; Donna Carpenter, Burton; Katie Hawkins, Marmot; Annelise Loevlie, Icelantic Skis; Kirsten Lynch, Vail Resorts; Kathy McGuire, K2 Sports; Amy Ohran, Boreal Ridge Corp.; Linda Rodney, Giro; Claire Smallwood, SheJumps; Kim Walker, Outdoor Divas

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AWARD | WINNERS SPOTLIGHT

Retailer of the Year

Each year, SIA honors outstanding retailers in the snow sports industry. These are the industry proponents who rise above and beyond to build relationships, engage customers and support brands, all the while promoting passion and growth in snow sports. Retailers are voted on by suppliers and reps. The Retailers of the Year were recognized at the Snow Show on Friday night. Snow Show Daily spoke with some of the winners. South Central Retailer of the Year

Neptune Diving and Ski Dennis Salisbury, Owner and CEO

Years in business: 17 Locations: Nashville, Tenn. Favorite thing about the snow sports industry: I just love the relationships we have with our customers. Why you like going to the Show: It’s a chance to not only spend more time with our reps, but to get to better know the executives that run the companies.

What kind of approach is Neptune Diving and Ski taking toward customer service? Having a passion for the business and our customers is

huge. And when people realize we’re here for one reason, to take care of our customers, they leave our shop with smiles on their faces. Because of the passion we have, a lot of our new customers end up here through word of mouth, which is pretty incredible in this day and age.

What’s the most difficult part of selling snow sports gear in Tennessee? The hardest part is being this far away from major ski areas. Most of our customers only get to take one or two ski trips a year, so they don’t wear out their equipment as fast. The other thing, particularly with hardgoods, is that it’s hard to convince them that they need their own equipment when they don’t go too many times per year.

What does it take for a shop this old to stay on top? Most of our regular customers just trust us and know we’re fair. And it’s been great to see over recent years how many people really like doing business locally. I hear it all of the time. But the key to hanging in there is that

you have to make a lot of sacrifices to get off the ground. Winter sports are sensitive, so it’s important to maintain BEER RAINBOW AT little or no debt and build some cash reserve forDIVIDE those GREAT tougher years.

What’s the biggest change you’ve seen in the snow sports industry over the years? The cost. For example, if a family of four from Nashville went to a major Colorado resort, with airfare, a rental car, lift tickets, lodging, food and other incidentals, they’re out $10,000 to $12,000. And it’s beginning to weed out a lot of people who want to participate. —Connor W. Davis This year’s Retailers of the Year: Alpine Ski Shop, Sterling, Va.; Aspen Ski & Board Co., Lewis Center, Ohio; Buchika’s Ski & Board, Salem, N.H.; Cole Sport, Park City, Utah; Colorado Ski Shop, Springfield, Mass.; evo, Seattle, Wash.; Freestyle, Charlottesville, Va.; Neptune Diving & Ski, Nashville, Tenn.

MARKET SPOTLIGHT | OVERVIEW

SNOWSHOE SALES (IN DOLLARS)

Accessories Unit Sales Dip FEWER DAYS ON-SNOW DECREASED DEMAND FOR REPLACEMENTS IN 2014-15, AVERAGE DAYS PARTICIPATING IN snow sports were down, and so were resort visits. That meant that consumers were less likely to need to replace lost or broken equipment accessories such as goggles and helmets, according to the SIA Snow Sports Market Intelligence Report. Unit sales were down 10% for helmets, 6% for goggles, 22% for protective pads and 5% for snowshoes. Even unit sales of action cameras fell this season – 6% to 139,000 units sold.

However, despite lower unit sales, average prices for accessories were higher, which means an overall increase in dollar sales across the category. Channel made a difference. Selected equipment accessories sales including helmets, goggles, racks, cameras, pads and backcountry accessories sales fell 7% in the specialty shop channel to $191 million. Action camera sales shot through the roof in chain stores with $23 million in sales, a 35% increase. Helmet sales online increased 14% to $17 million; this was the only distribution channel that saw an increase in helmet sales last season. —Lindsay Konzak

SALES ARE MADE ONLINE

Apparel Sales Head Up REGIONALLY, OUTERWEAR SALES TRENDS FOLLOWED THE WEATHER IN THE LARGEST CATEGORY IN THE SNOW SPORTS market, growth remains strong. Total apparel sales in 2014-15 including outerwear and apparel accessories increased 7% to $2.65 billion, representing 60% of industry sales for the season, according to The NPD Group for the SIA Snow Sports Market Intelligence Report. Apparel sales have grown consistently in every snow sports channel for the past four seasons. Chain stores grew apparel sales by 13% in 2014-15, online sales grew 9%, and specialty shops saw an increase of 2%. Not surprisingly, weather played a huge part in apparel sales throughout the country. In the Northeast, storms with heavy snow were the norm last season. Coupled with sub-zero temperatures, apparel sales were up 8% to $323 million. The South didn’t see the polar vortex effect it had in past years, so sales fell slightly. In the Midwest and West, apparel sales grew about 1%. The trend held in the specialty shop channel. Overall, outerwear sales, including insulated, shell, soft shell and fleece tops and bottoms were up 9% to $1.8 billion. Breaking that down further, apparel tops made up

$1.3 billion of those sales, up 12%, on sales of 9.8 million units. Fleece tops were up 10%, insulated shells were up 15%, soft shells were up 7%, and shells were up 12%. Total adult apparel bottoms for the 2014-15 reached $245 million in sales, up 7%. Insulated shell bottoms were up 38%, offset by shells, which were down 19%. In the West and Northeast, sales of insulated bottoms shot up 37% and 27%, respectively, from the previous season. Selected apparel accessories such as headwear, handwear and base layers, were up 5% to $556 million in the 2014-15 season. While sales were up overall, dollar sales in specialty shops of apparel accesso-

SALES OF TOPS

(IN DOLLARS)

12%

OUTERWEAR MAKES UP

SNOW SHOW DAILY 2016 | DAY 4 SIAsnowshow.com

ries were down 3% to $310 million, or 52% of all apparel accessories sales. Gloves and mittens sales grew 6% in dollars in 2014-15; headwear was up 1%; and base layers were up 6%. The only product down in 2014-15 was socks (7%). Market opportunity: According to SIA research, skiers and snowboarders with children are almost twice as likely to purchase gloves and mittens during the season for themselves and their kids. —L.K.

Consumer Insight

SIA’s Downhill Consumer Intelligence Project (DCIP) has uncovered a number of stats that brands, reps and retailers can use to better understand the market. On social media: More than 90% of snow sports participants under age 35 check their social media accounts each day. On family: Downhill skiers and snowboarders most commonly ski or snowboard with family members. Friends were second. On why they don’t ski/snowboard: The No. 1 reason cited by consumers between the ages of 14 and 25 is “no resorts near me.” Check out Snowsports.org/DCIP for more data and analysis.

TOP TRENDS | HATS

Back to Basics

HEADWEAR GOES RETRO AND SHARPENS FOCUS ON BRANDING AND VERSATILITY WHILE MOST PRODUCT CATEGORIES ARE SEEING YET ANOTHER YEAR OF wild technological advancements across the board, headwear is going back to the basics to provide consumers with simple and stylish noggin tops for both on and off the hill. On the Snow Show floor today, look for a shift to retro patterns, increased branding and a focus on multi-use capability.

actually just handing out checks,” says Corinne Prevot, Skida owner. “And ultimately, it creates value for these collaborating brands and organizations.” Neff is focusing on its athletes when it comes to collaboration, as seen with the Kazu Collab hat made with pro snowboarder Kazuhiro Kokubo.

THROWING IT BACK

Versatility is a big trend in snow sports headwear. While style is currently all the rage, performance is still as important as ever. Turtle Fur focuses largely on its under-helmet products for women, shown in the Pony Run hat, which features a ponytail hole in its back for the hill and colorful patterns for the streets. “We just want to make sure women have something other than black or grey to wear under their helmet,” says Whitney Brownie, Turtle Fur’s digital marketing manager. “When they take off their helmet, it’s almost a surprise to see how stylish they still look.” Dakine launches the Hunter Balaclava, designed with a hinged hood that can be pulled up when it’s not all blue skies and butterflies. —Connor W. Davis

Retro-style hats have always been present in snow sports, as skiing and snowboarding were essentially founded on wild patterns and flashy colors. But this year, retro reigns supreme, accompanied by the industry-wide return of the pom-pom. Flylow launches several retro styles in both beanie and trucker hat form for 2016-17. The Revival line features names of abandoned ski resorts on its hats—a true tribute to skiing and snowboarding’s pasts. Patagonia is also taking it old school, as seen in its Coastline Stripe and Fitz Formation styles, featuring funky patterns and bright colors that take

RETRO REIGNS SUPREME, ALONG WITH THE INDUSTRY-WIDE RETURN OF THE POM-POM.

MAKING IT WORK

the brand back to its old days. Chaos is producing funky retro patterns with the Magic Machine, a new piece of equipment for the Montreal-based company. The machine can “weave together vintage colors and vintage patterns with a modern twist,” says Chaos’ communications director, Beth Cochran. Look out for the pom-pom-topped Dayton and Toni styles.

STANDING OUT

It’s not easy to stand out with headwear in the snow sports world. Everyone who’s a part of it wears a hat 24-7 to hide helmet hair. But hat-makers are discovering that something as simple as a big patch can do the trick when it comes to branding. After years of focusing mainly on performance hats, Skida dives into new territory with its street-style USA Knit beanies featuring different patches for men and women. Neff takes a similar route with a mix of big, branded patches. “For several years, it was all about super basic hats with tiny little tags, and now we’re seeing a big jump in the folded gas station beanie business with the big patch,” Owner Shaun Neff says. Both Skida and Neff are also using these patches for collaboration opportunities. Skida teams up with resorts like Sunday River and Sugarloaf, as well as organizations like the Kelly Brush Foundation and Fast & Female. “It’s a great way for us to give back without

▲ TURTLE FUR PONY RUN

▲ CHAOS TONI

Sweet and Simple Corinne Prevot, owner of Skida

Q: What’s the biggest trend in the headwear world right now? CP: The classic fold-over knit beanie. It’s not super high-end material like our cashmere products, and it’s not super-technical, but it’s a hat that any skier or snowboarder can wear. And the labels are a place to really make your brand stand out. We’re following a trend with this, for sure, and it’s a branding move that definitely works well for us.

SNOW SHOW DAILY 2016 | DAY 4 SIAsnowshow.com

▲ DAKINE HUNTER BALACLAVA

▲ NEFF RUBBERMAN BEANIE

▲ FLYLOW REVIVAL BERTHOUD

LET’S FACE IT, YOU’LL NEVER FORGET THE DAY YOU LEARNED TO SKI OR RIDE. When you help a newcomer sign up for a lesson, you’ll be entered 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!

It’s time. Grab your gear and let’s head for the snow. The On-Snow Demo kicks off tomorrow at Copper Mountain Resort. Get on the gear that you just checked out. Hang with industry friends at events scheduled throughout the industry’s only global 2-day On-Snow Demo and Ski-Ride Fest.

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REMINDER THAT REGISTRATION AND BADGE PICK-UP CLOSE AT 10A TODAY! Get all the Demo info - Brands, Events and More. SIAsnowsports.com/social

TOP TRENDS | BACKCOUNTRY ACCESSORIES

Intuitive Design BACKCOUNTRY ACCESSORIES ARE USER-FRIENDLY, REMOVE GUESSWORK FROM SNOW SAFETY THE MOUNTAINS ARE CALLING, AND MORE SKIers and riders are answering with travel into non-liftserved backcountry terrain – which means they need essential backcountry accessories like packs, beacons, probes and shovels.

PACKS

▼ LINE POLLARD PAINT BRUSH

“Demand is driving trends for lighter weight, more refined packs that carry and ski (or ride) more like a normal pack,” according to Dave Furman, Mammut North America hardgoods category manager. The brand takes big steps in meeting that demand this season, with the release of its Airbag System 3.0. Thirty percent lighter and lower volume than its 2.0 predecessor, the Airbag System 3.0 integrates with both the Removable and Protection Airbag Systems. Complete in a 20-liter pack with airbag and cartridge, it will weigh in at only 4 pounds 2 ounces. The lower volume also means higher ratings on the comfort scale, especially for women and smaller men.

While there’s no arguing with the stats related to airbag packs’ saving lives (11 percent better chance of surviving an avalanche when deployed, per a frequently cited American Avalanche Association study), consumers are still focused on more traditional backcountry packs like BCA’s Stash Packs. Updated in 2016-17 to be more comfortable, rugged and durable than ever, the three sizes (20-, 30- and 40-liter) are constructed with nylon and hypalon to reduce wear and keep gear dry.

BEACON, PROBE, SHOVEL

You know the golden rule of safety first, fun second when it comes to making turns in the backcountry. But do backcountry newbies? As the segment continues to grow, Arva sets its sights on creating more intuitive tools designed to be easy to use in high-stress scenarios. Jeremy Jolley, U.S. marketing manager at Arva, sees snow safety heading in a direction that “takes the guesswork out of rescue scenarios, enabling users to locate one or more beacons more

DEMAND IS DRIVING LIGHTER WEIGHT TRENDS.

OF SALES ARE MADE ONLINE

60 meters. BCA updates its Stealth Probes with longer tips to facilitate snow and debris penetration, larger numeric markings and a nested top section for easier storage. Its Shaxe Tech shovel (formerly K2-branded) streamlines backcountry adventures by incorporating a handle that converts into an aggressive alpine ice axe for technical ski mountaineering. The goal: Pack light and go farther.

POLES

Line’s Pollard carbon poles streamline packing so you can save space in your pack for important things like that dank burrito. Integrated Philips screwdrivers in the tip of the poles are perfect for last-minute adjustments, and a carbon upper with aluminum lower makes them strong and light.

SKINS

G3’s SCALA climbing skin is a hybrid–part scales, part plush material–that’s ready to help skiers get a firm grip in all types of snow. The first 20 percent of the length is made up of scaled TPU connector, patterned in a U-shape for extra grip in a wider range of conditions, followed by a more traditional mid-section of G3’s Alpinist Plush skin material. Built for breaking trail (a scaled section helps ski tips rise to the snow’s surface for extra efficiency), the SCALA also packs flat to easily slip into a jacket or pack, and deploys effortlessly thanks to reduced adhesive contact.

SNOW SHOW DAILY 2016 | DAY 4

▼ SALOMON MTN CHARGE

▲ MAMMUT AIRBAG 3.0

▲ G3 SCALA

HELMETS

efficiently.” This is key as roughly 2 million skiers and riders will head into the backcountry this season, according to SIA market research. To meet the needs of these backcountry users, Arva launches the AXIO for 2016-17, with simpler user interfaces and expanded search ranges of

The perfect helmet for the backcountry is one that is safe and light enough that you don’t actually mind carrying it uphill. Salomon’s MTN Charge helmet is light and breathable enough to wear on the uphill (yes, really) and features an EPS 4D shell and custom-fit dial so fit and protection are dialed on the downhill. —Crystal Sagan

PROTECTION | TOP TRENDS

One Bone at a Time

MOST BODY ARMOR FOCUSING ON THE BACK, BUT BRANDS ARE LOOKING TO EXPAND FURTHER HELMETS ARE NOW WORN ALMOST UNIVERSALLY BY SKIERS AND SNOWboarders alike. But moving forward, body armor experts are making a bigger effort than ever to make back protectors equally as important (while focusing on some knees, hips and butts along the way). POC’s new Spine VPD System Vest and Spine VPD Air Vest are the company’s primary debuts for 2016-17, built with millions of air pockets that release air and absorb impact in low-risk situations, while locking up and hardening like a shield when the impact is high. “If you were to hit a rock or take a ski across your back, this will absolutely protect you,” says Willie Ford, POC’s North American managing director. Another vest-style protector on the market, the Hybrid 2.15 Body Vest, comes from Marker, made with a honeycomb structure intended to be durable, yet breathable at the same time. Using a similar honeycomb structure is SLYTECH’s BACKPRO NOSHOCK, designed to take multidirectional hits with stability while maintaining comfort. Sweet Protection’s Bearsuit Back Protector Soft is constructed with thin visco elastic foams that make the product “invisible and unrestrictive,” says Hans Gunleiksrud, Sweet Protection’s marketing and sales director. This piece can also be tucked into pants for added tailbone protection. Marker and POC are also coming out with protection that goes beyond the back. Marker is releasing its Body ▲ SLYTECH BACKPRO NOSHOCK

▲ MARKER BODY SHORTS

▲ POC SPINE VPD SYSTEM VEST

▲ DEMON UNITED FLEXFORCE XD30

Short, aimed at protecting knees and butts, and POC shows off its knee-protecting VPD Air Knee, which has already done well in the cycling market. Demon United is also focusing on other areas of the body. The hip- and butt-protecting Flexforce XD30 Shorts, upper-body-protecting Flexforce XD30 Top, and the Flexmeter Double Sided Wrist Guard are the company’s main presentations at the Show, and each is intended for all-season use. So you can pedal (and crash) with them into the spring, summer and fall. —Connor W. Davis

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THE FUTURE OF SNOW SPORTS LIES WITH KIDS and teens, which is why they need gear that’s every bit as comfortable and stylish as adults’. Manufacturers’ junior apparel lines for 2016-2017 are designed to keep young people looking and feeling great out on the slopes, to further fuel their passion. No longer just smaller and (slightly) cheaper versions of adult garments, this year’s crop of high-quality kids outerwear is thoughtfully designed, versatile and styled to create an identity with the snow sports lifestyle.

SERIOUS GEAR FOR KIDS IN THE KNOW

The adults of the future are already savvy shoppers with access to the Internet and social media. They aren’t fooled by dumbed-down features and garments that don’t hold up or perform. To that end, manufacturers are loading their teen and kids’ lines with high-quality features and fabrics. Descente’s Girls Gemma Jacket features advanced insulation that blends Thinsulate, synthetic down and the company’s proprietary HeatNavi technology, which converts infrared rays from the sun into stored heat. Dare2b’s new collection (including the Aberration Junior Pro Jacket) uses highperformance AEP kinetics technology, which analyzes the body’s points of motion during activity to maximize the garment’s performance. Sunice’s incorporates 3M’s newest technology, downmimicking Thinsulate Featherless insulation, into its new Junior Julietta Jacket. ▲ SUNICE JULIETTA JACKET “Teens are getting more sophisticated when it comes their outerwear,” says Kalle Edwards of Sport Obermeyer. “The interior package of our teen line says it all. We design from the inside out for maximum function and comfort.” The new Dyna Jacket incorporates 3D-foam mesh strategically placed for the ideal movement of heat from where you sweat to where you need it to stay warm. Orage continues to focus on high-end fabrics and insulation with casual yet sophisticated styling. According to the company, the new Maya Jacket, which features unique quilting and 150g insulation, will be one of the warmest on the market. For Skea, high-end means exclusive water-resistant fabrics that feature hologram, reflective and vivid chrome effects. The reversible, down-filled Junior Java Parka has a helmet-compatible hood, is fully waterproof and is reflective with a hologram fabric.

able fabrics and insulations. Patagonia has always been known for its social responsibility, and its kids’ line for next year is no different. The new Boy’s Bivy Down Jacket is made from partially recycled, bluesign-approved fabric and uses 600-fill-power down that’s 100 percent traceable back to birds that were humanely treated. “This is not a trend for us, but rather an expectation we set to incorporate environmental and social improvements into our products,” says Lisa Huang, Patagonia Kids product manager. Völkl Performance Wear’s new junior jackets feature Hei-Q Barrier DWR coating, an eco-friendly and sustainable fluorine-free technology that doesn’t compromise performance. The Team Pro Kids Jacket is fully seamsealed with three-layer laminate construction for allmountain, all-season use.

VERSATILITY CONTINUES TO REIGN

While bright colors and fun prints will always be popular in kids snow sports apparel, more timeless and versatile styling that crosses from slopes to street—and even from winter to spring—continues to gain ground with many manufacturers. “In many parts of the country, these are not just ski jackets, they are everyday jackets,” says Boulder Gear JUPA EMERIK SUIT

GREENER GOODS

Another way manufacturers are meeting the demands of young-yet-informed consumers is by using more sustain-

SNOW SHOW DAILY 2016 | DAY 4 SIAsnowshow.com

President Adam Garry. “We are trying to style for the street with performance for the mountain.” The new Quirky Tech Jacket features welded construction and waterproof zippers as well as four-way stretch shell fabric in a style that can be worn anywhere. For Spyder, crossover versatility will be a major theme for 2016-17. “The technology that Spyder is so well-known for is now carrying over into our new kids’ lifestyle line, and we’re super excited about it,” says Eleanor Williamson, Spyder catalog manager. Everything in the line coordinates back to the junior ski collection, which includes the new Moxie Jacket. A direct replication of the women’s jacket worn by Julia Mancuso, it features Spyder’s proprietary ultra-thin waterproof-breathable membrane, fixed hood and powder skirt—all in a cool two-in-one look. New exhibitor Jupa Sports specializes in kids and teens and is introducing a 3-in-1 jacket for both boys and girls. Three separate jackets in one weatherproof system include an uninsulated outer shell that works on its own as a rain jacket and a removable insulator for dry, warmer days. The insulator jacket will also be available for purchase separately. Like many youth outerwear manufacturers, Bergans of Norway intends for its garments to be handed down from kid to kid, so it designs its pieces with quality and less trendy styling to hold up for multiple siblings. Its new Folven Shell and Ombo Half Zip Fleece can be worn together or separately for multi-season versatility. —Bevin Wallace

▲

▼ SPYDER MOXIE

2016-17 JUNIOR APPAREL LINES GROW MORE SOPHISTICATED

▼ OBERMEYER DYNA

All Grown Up

▼ DESCENTE GEMMA

TOP TRENDS | JUNIOR APPAREL

SOCKS | TOP TRENDS

A Snug Fit BRANDS ENCOURAGE RETAILERS TO PRIORITIZE SOCK FIT IN BOOTFITTING

▲ HOT CHILLYS WOOL TECH

▲ THORLO XSKI-CHARGED RAVEN

▲ CEP SKI ULTRALIGHT

▲ LE BENT DEFINITIVE ULTRALIGHT

sock movement or blister development in the backcountry,” said Josh Hall, Dissent president and design lead, noting that despite last season’s meager snowfall, the brand’s regional retailers maintained strong sales in boots and bootfitting. According to the 2015 SIA Snow Sports Market Intelligence Report, specialty shops sold the majority of alpine equipment versus chain stores or online, due to personal service and expertise. At this year’s Show, Dissent debuts the GFX Compression DL-Wool ski sock: a thin-yetdense race-fit pair with strate▲ DARN TOUGH VERMONT gic padding and 20-30mmHg RFL THERMOLITE of compression. Professional skiers Eric Hjorleifson and James Heim tested and helped tailor the design, which has slightly more loft and volume (which helps to fill a slightly packed-out boot) compared with the Ski GFX Compression Hybrid.

▲ POINT6 EMERALD

BOOTFITTING IS NO LONGER A WORD THAT BElongs to the hardgoods section. Sock brands are guiding boot-testers to pull-on snug socks—including compression fits, medical grade or not—to help consumers find the ideal boot fit, especially for experts on the hunt for the tightest match possible. “It’s really important that shops treat the compression sock as a fitting tool—that helps keep your foot in position all day—rather than a medical tool. It’s an easier sell to a consumer,” says Ryan Eittreim, Boot Doc sales manager. Boot Doc announces the BD Powerfit compression sock line with its new signature Power Flex Index (PFI), which includes soft, medium and hard grades of compression that escalate numerically as 50, 70 and 90. The highest level, PFI 90, reaches medical-grade compression with 20mmHg, made for expert or professional skiers. But most recreational athletes find that level too strong, says Eittreim, who teaches country-wide bootfitting clinics. “Compression at PFI 90 will squeeze and reduce foot width by about 2 mm. If you ski in that compression sock, you have less swelling and tend to have less fit issues in the afternoon,” he says. In similar suit, Dissent Labs socks prioritize compression design and locked-on sock-toboot pairing for (toes crossed) the best outcome possible in the backcountry: no blisters. “We make certain that a Dissent sock will make any bootfitting job easier and virtually eliminate any chance of

PICK OF THE DAY With an eye on the relationship between good boot fit and the socks you slip on, Boot Doc’s BD Powerfit compression line is designed to keep skier and snowboarder feet in place all day. Try some on for size in booth #3335. For snow sports socks, Hall also contrasts graduated compression with higher medical-grade compression levels. “Primarily, we utilize graduated compression as the ultimate baseline construction for skiers and bootfitters who are serious about achieving the most consistent precision and comfort possible,” Hall says. Also focusing on foot-hug, CEP Compression Sportswear opens the gate with its thinnest pair yet: the CEP Ski Ultralight with graduated compression and Smart Infrared, a fresh textile technology that absorbs body heat and radiates far-infrared rays back onto the skin. Darn Tough Vermont premieres the streamlined RFL ski sock in a Thermolite option, and Le Bent premieres in North America with two race-style bamboo-merino pairs: the Definitive Ultralight and Light. Thorlo introduces the high-performance ultra-thin XSKI with lightweight shin padding, which was tested by patrol and professional skiers in Telluride, Colo. Also teaming up, SmartWool and alpinist Conrad Anker developed the PhD Mountaineer sock. The bulk-free design features two integrated mesh zones to relinquish heat, a 20-30 mmHg heal compression cup, and inspirational aesthetics: a blood-orange color stitched with the Himalayan skyline. The socks also feature a new, hardier thread called IndustractaWool, which is 33 percent more durable than the current PhD outdoor sock’s Reliawool, according to testing completed by Manufacturing Solutions Center. In response to Nordic skiers who were buying hiking socks for a shorter height, Point6 releases the crew-cut Nordic ski collection including the Emerald, which offers sport-specific extra-light cushioning under the foot and around the ankle bone for tighter Nordic ski boots. In the Chil-Gard Wool line, Hot Chillys debuts two low-bulk, above-the-ankle wool pairs designed for laborers who are on their feet all day: the densely-knit Wool Tech and the thicker Wool Cushion. “Socks have become an equipment item,” says Jerris Greenblat, Hot Chillys director of design and merchandising. “No longer does one randomly grab a sock from the sock drawer.” —Morgan Tilton

SIAsnowshow.com DAY 4 | SNOW SHOW DAILY 2016

AT THE SHOW | WISH LIST

Wish List BLACK SHEEP

A FAT ANNOUNCEMENT

Ortovox USA Andermatt Jacket, Booth 2814

Swix Sports International Circo Gigantel, Booth 3102

The wool used in this award-winning jacket is from rare black sheep that are sustainably shepherded high in the Swiss Alps. It’s employed here in different weights as warm-when-wet, temperature-regulating insulation and as a “Teddy wool” chin liner, which provides chafe protection and adds to the unique look of the garment. The colorful, freeride-inspired jacket also features an adjustable helmet-compatible hood, backcountry-worthy front pockets and a waterproof-breathable Dermizax shell with a soft wool lining.

Swix is pedaling into new territory this year with its first fat bike, the Circo Gigantel. The Norway-based company recently bought also-Norweigan Hardrocx, a bike manufacturer, which will now brand bikes with a “Swixhr” logo (the “hr” is a nod to Hardrocx). In Europe, Swix will be selling fat bikes, cross bikes and mountain bikes, but the U.S. will only be seeing the Circo Gigantel for the time being. “We need to start easy, get some word out, get some love back and go forward from there,” says National Sales Manager Bob Collins.

SWEET AS HONEY

Coalition Snow Queen Bee, Booth 4469 (CRAFT @ SIA)

From design to top sheet, the Queen Bee is a progressive, ready-to-rip ladies’ snowboard from Coalition Snow, which designs skis and snowboards that are by women for women. Queen Bee is an allmountain beaut: The snowboard features traditional camber with a taste of rocker under the tip and tail and—for sweet aesthetics—squarish corners cut above the effective edge at either board’s end. The 100-percent birch core provides a stiffer, more poppy flex pattern. A work of art on the snow, this ride also features watercolor-painted graphics by textile designer Christina Armetta: A female praying mantis, which dominates…by chomping off its mate’s head.

POM(P) AND CIRCUMSTANCE PISTIL Freshie, Booth 2229

Okay, okay. We know the Freshie from PISTIL is totally impractical for a cold winter day— especially compared with the brand’s wide variety of fleece- and fur-lined beanies, trappers and slouchers. But when it comes to style-points, the heritage-inspired geomotric knit pattern on this mid-crown trucker cap hits all the right notes. And don’t worry. That adorable pom at the top—which is the reason it turned our heads in the first place—is removable for more traditionally inclined shoppers.

SHRED, STRUT AND STASH

Question: What base layer piece holds its own when your female customer is shredding serious powder, but pairs perfectly with an oversized wool sweater while she struts around the lodge? Answer: the new Shreggings from Flylow. “It has some traditional ski features,” says Dan Abrams, president and co-founder, referring to the pants’s stretch and breathability. “But it’s designed to go on and off the ski hill.” Stash a phone, credit card or wallet in the two oversized thigh pockets.

SNOW SHOW DAILY 2016 | DAY 4 SIAsnowshow.com

PHOTOS BY JULIE ELLISON

FlyLow Shreggings, Booth 3112

PHOTOS BY (FROM TOP) ALTON RICHARDSON (4); JULIE ELLISON; ALTON RICHARDSON

What are you most excited for at the Demo?

“I’m excited to have a chance to try the best and most innovative products, and since I’m from China, I want to learn about the culture here and how people interact with brands.” —Victor Li, Action Fox, Beijing, China

“Looks like we’re going to have some good pow days for the Monday and Tuesday demos, and then Wednesday and Thursday are looking sunny so we’re excited to be up there all week and have a good time.”

“I’m stoked for the Never Summer booth. I’m trying to get on the women’s proto. Also trying to check out the GNU booth because their boards look awesome.”

—Emily White, Bubba’s Boards, Durango, Colo.

—Tom Nichols, Nichols Ski & Sports, Dearborn, Minn.

“I’m most excited about the new snow. It’s always fun to demo skis when you actually have snow. Normally it’s just about the Euro carves and racing stuff so it will be really fun.”

—Byron Dawson, Bumps Ski & Surf, Elsternwick, Australia

Feet Beat

WHAT’S AFOOT WITH BOOTFITTING AT THE RENTAL WORLD BOOTH

"WHAT DOES A TEXAN KNOW ABOUT BOOTFITTING?” ASKS CHUCK DRIGGERS, WHO RUNS THREE rental shops at Utah’s Brian Head Resort. “Well, I’ve learned a few things doing it for 16 years.” Driggers was one of five panelists at Saturday’s bootfitting seminar, “Practical Magic: The 5-Minute Rental Fit,” at the Rental World/Backshop booth sharing wisdom about boot-sizing. He has seen what people wear on their feet — toe socks, bathroom rugs and more — and maintains that proper fit is paramount to rental customers’ enjoying the sport. He can move 375 people through per hour at his shop, with four fitters and five ski techs, with only one in a hundred coming back for a refit. There are no benches in his shop — “you want them in and out, because they’re there to ski,” he says — only a series of custom, 32-inch-tall, four-foot-wide boot ramps built to move customers quickly. By 11 a.m., he says, there’s no one but employees left in the store. And even with his store’s uber-efficiency, expert sizing is always a top priority. As a newcomer’s first experience with snow sports, the process is important to continued participation. “Bootfitting has been overlooked by a lot of shops,” says moderator Rick Kahl of Ski Area Management (SAM) Magazine, which sponsored the session. The panel highlighted the importance of educating customers on everything from socks and sizing to function and balance points. “It’s key to increasing their retention rate.” —Eugene Buchanan

▲ JON DORN OF CATAPULT CREATIVE LABS, AN IN-HOUSE MARKETING SERVICES AGENCY RECENTLY LAUNCHED AT ACTIVE INTEREST MEDIA, TALKS LEAD-GEN STRATEGY WITH ASCENT CRM’S BEN LOCKETT.

SIAsnowshow.com DAY 4 | SNOW SHOW DAILY 2016

& AT THE SHOW | WHO WHERE

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 1.14.16; SUBJECT TO CHANGE) Company

Company

686 ............................................... 3365 10th Mountain Division Foundation, Inc.............................16 2XU................................................. 1148 4F.................................................. 530 540 Snowboards.......................... 3378 Abom, Inc....................................1965A ACADEMY Snowboard Co..........2070 Adaptive Spirit...................................19 Advanced Racking Systems........3442 Adventure SnowSports............. 562 Agent Outerwear....................... 435 AION............................................... 3075 Airblaster....................................... 2670 Airhole Facemasks....................... 2071 Aksels............................................. 2551 All Resort Furnishings.................2400 Aloha Products LLC.................. 1270 Alpaca Imports............................. 1330 Alpina Sports Corp....................... 2703 Alp-n-Rock LLC.............................. 1321 Amerex Group................................ 609 American Express OPEN.........3100 American Institute for Avalanche Research and Education (AIARE).................... 3657 anon............................................... 1561 Apex Sports Group LLC...............4311 Arbor.............................................. 1365 Arcade Belt Co.............................. 2371 Arctix.............................................. 2717 Armada.......................................... 4350 Artesania, Inc................................ 2138 ARVA............................................... 3412 AscentCRM.................................... 3305 Ascente Ski Company.............. 4345 Ashbury Eyewear......................... 3176 Astis 2516 Athalon Sportgear, Inc................4114 Atomic USA, Inc................. 3923, 4123 Auclair Sports, Inc........................ 1324 AWSM LLC.................................... 973 Backcountry Access, Inc..............3942 Backcountry Experience............. 3657 BbTALKIN.................................. 4663 Bearpaw Apparel....................... 840 Becker Glove International LLC.....................1273 Belong Designs............................. 1170 Bench............................................. 1042 Bent Metal Binding Works......... 2871 Bergans of Norway........................ 721 Bern Unlimited, Inc...................... 3480 Besso Imports........................... 1507 Big Agnes, Inc................................ 1671 Billabong USA........................... 2361 Black Crows Skis......................1965BC Blackstrap....................................1965B Blanc Noir.................................. 1311 Blizzard.......................................... 3701 Blossom Skis................................. 4345 Blue Acorn..................................... 1076 Board Retailers Association......... 669 Bollé ................................................. 552 Bomber Alpine Snowboard Outfitters.............................. 2115 BONFIRE........................................ 2671 Booster Strap................................ 3411 Boot Doc........................................ 3335 Boulder Gear................................ 2724 Braven........................................ 4561 Brekka............................................ 1051 Bridgedale North America..................... 2448 Briko USA....................................... 4111 Bronto Software, Inc................... 1075 Buff, Inc.......................................... 3148 BULA............................................... 1051 Burton Snowboards.................... 1665 C3.................................................... 3357

C4 Belts.......................................... 1370 CAM Commerce Solutions........... 434 CandyGrind................................... 1569 CAPiTA Snowboarding................3357 Captuer Headwear...................... 3674 Caravan Skis............................. 4445 Carver Skateboards.................1974 Celerant Technology Corporation................................ 434 Celtek............................................. 3370 CenterStone Technologies, Inc.....................1736 CEP Compression Sportswear...4310 Cerevo, Inc................................. 3973 Chaos............................................. 2423 Chapplicator LLC...................... 2937 Choucas Hats.............................. 703 Cirque Mountain Apparel...........2540 COAL Headwear........................... 3357 Coalition Snow.......................... 4469 Colmar........................................... 1317 Colorado Original Outdoor Products................................... 2817 Colorado Ski Country USA..........1739 Colour Wear.................................. 2071 Copper Mountain Resort............2215 Corbeaux................................... 4307 CP Sports North America...........3444 CRAFT @ SIA.................................. 4469 Craghoppers................................. 1124 crazeeHeads, inc.......................... 1123 Crescent Moon Snowshoes.......3117 CTR (Chaos Thermal Regulation)............................... 2423 Dainese USA Inc........................... 2117 DAKINE........................................... 2557 Dalbello Sports LLC..................... 4118 Dale of Norway, Inc....................... 711 Dare2b................................ 1117, 1124 Darn Tough Vermont.................. 2200 Db Equipment........................... 2780 DC Shoes, Inc................................ 1673 DCURVE...................................... 1571 Deeluxe....................................... 1965D Demon United.............................. 1667 Descente North America, Inc.....1711 Deuter USA................................... 2814 Deviation Ski & Snowboard Works........................................ 3621 Dinosaurs Will Die Snowboards............................. 1970 DIOMI............................................... 601 DMOS......................................... 3075 Donek Snowboards................. 2115 Double Diamond Sportswear....2134 DOWP a snowboard group........4469 DPS SKIS........................................ 3509 Dragon Alliance............................ 2565 Drop MFG...................................... 2645 DryGuy........................................... 3138 Dynastar Skis................................ 3708 Eider................................................ 1039 Eisbär Sportmodeu Gmbh....................................... 718 Elan Blanc...................................... 1930 Elan Skis......................................... 2703 Electric............................................ 2957 Elm Company............................ 3971 EMU Australia............................. 741 Endurance Enterprises, Inc........1800 Envy Snow Sports..................... 4448 Erik Sports-WhiteWoods.............3501 Erin Snow...................................... 1527 Eurosock International............... 1145 Everest Designs........................ 2140 Exel Sports.................................... 2916 E-Z UP International, Inc............. 4443 Faction Skis................................... 4145 Fairweather Ski Works............ 4469 Falke USA....................................... 3138

Farm to Feet.................................. 4039 Fast Strap...................................... 3417 Fat-ypus Skis................................. 4245 Fera International Corp.............. 1111 Fischer Skis US.............................. 4411 FITS ............................................... 2416 Fix Binding Co........................... 2476 Flow Sports, Inc............................ 2961 Flux Binding Systems.................. 1475 FlyLow Gear.................................. 3112 Fox River Mills, Inc........................ 2517 Franco SnowShapes.................... 4469 Freezy Freakies......................... 2274 Freyja.Ca.......................................... 733 Friends of Colorado Avalanche Information Center (CAIC)............................ 3657 Full Tilt Boots................................ 3723 G3 Genuine Guide Gear, Inc......3306 Garmin USA.................................. 4362 Geographical Norway............. 1748 Gilson Boards............................... 1369 Giro Sport Design........................ 3649 GloveTacts................................. 2533 GNU ............................................... 2871 GO PUCK....................................... 4563 Goal Zero....................................... 3521 Goggle Grip................................... 2935 GoGlove..................................... 3975 Goldbergh..................................... 1415 Goldwin America, Inc.................... 535 GOODE Ski Technologies........... 3320 GoPro............................................. 4357 Gordini USA, Inc........................... 2645 GoScope........................................ 4361 Grabber, Inc.................................. 3405 Gramicci.................................... 1769 Grassroots California.................. 1073 Grenade, Inc................................. 1473 Hand Out Gloves.......................... 1173 Hatley USA...................................... 833 HEAD Wintersports..................... 2924 Heat Factory USA, Inc.................. 1700 Helly Hansen................................. 1720 HESTRA GLOVES LLC................... 2120 Hey Sport....................................... 4345 High Fives Non-Profit Foundation................................. 872 High Sierra.................................... 3633 Hippie Board............................. 1169 Holden........................................... 3478 Holmenkol.US............................... 4401 Homeschool Outerwear............. 3374 Honey Stinger............................... 1670 Horizon Agency, Inc..................... 2700 Hot Chillys..................................... 3330 Hotfingers Gloves........................ 1703 Hotronic......................................... 3335 Hovland Snowskates............... 3675 HOWL............................................. 2375 Humanity Snow............................ 3472 i.N.i. Cooperative............................ 765 Icelandic Design........................... 2242 Icelantic Skis.................................. 3309 Icepeak........................................... 1034 IFA Prowear..................................... 615 ImedgeBoards LLC................... 4243 Impact Canopies USA.................. 4314 Implus LLC..................................... 3138 Incase......................................... 4661 Indigo Ski USA LLC................... 3414 Industry + Intelligence Live........... 679 International Avalanche Nest-Egg Fund (IAN)................2475 International Skiing History Association (ISHA)........................21 Itasca Footwear by C.O. Lynch Enterprises..................... 737 JAIL JAM.......................................... 1315 JASEBOARDS USA, Inc..............2276 Jonathan Paul Eyewear................. 451 Joshua Tree Skin Care................. 1701 Jupa Sports................................ 1505 K2 Skis............................................ 3949 K2 Snowboarding........................ 3957 Kamik......................................... 1048 Kapan Kent Co, Inc..................... 600 Karakoram.................................... 3068 Karbon........................................... 1730 Kari Traa........................................ 2238 KASK America, Inc........................ 3342 Kastle USA..................................... 4101

KEL52.......................................... 4657 KGB SPORT................................... 3800 Khombu........................................... 715 Killtec NA Inc................................. 2111 Kiss My Face LLC.......................... 1400 Kitten Factory LLC........................ 4237 KJUS North America, Inc............... 403 KneeBinding, Inc.......................... 3511 Kombi Ltd., Inc.............................. 2930 Komperdell................................... 2920 Krimson Klover............................. 1536 Kuhl Clothing................................ 2413 KULKEA.......................................... 2529 KUUsport Mfg. Ltd....................... 4109 Kwik Tek, Inc................................. 3514 La Sportiva N.A., Inc..................... 3630 LACROIX SKIS..........................1965L LandYachtz.................................... 1669 Lange Ski Boots............................ 3708 Laundromat.................................... 524 L-Bow Mittens................................. 727 Le Bent......................................... 457 Learn to Ski and Snowboard Month............................................24 LEKI USA, Inc................................. 3120 Level USA....................................... 2360 Lib Tech.......................................... 2871 Liberty Mountain......................... 2421 Liberty Skis.................................... 3725 Linda Richards, Inc.................. 1122 Line Skis......................................... 3523 Little Blue House by Hatley.......... 833 Loki LLC...................................... 1278 Look Bindings............................... 3708 Lorpen North America, Inc......... 1334 Lost Horizons Imports.................. 725 Lucky Bums, Inc........................... 2710 LUHTA USA Ltd............................. 1034 M. Miller........................................... 818 Mad Bomber Company.............. 1332 Mammut Sports Group NA........3517 Manzella Products....................... 3447 Marhar Snowboards................... 2373 Marker USA........................ 4417, 4420 Marmot Mountain LLC................ 1339 MasterFit Enterprises.................. 3644 MDXONE........................................ 2275 Meier Skis...................................... 3317 Mervin Manufacturing............ 2871 Message Factory, Inc................... 4301 Mitchie’s Matchings....................... 513 Mons Royale USA......................... 3945 Montana Sport North America, Inc............................. 3639 Moon Boot.................................... 3601 Mortali, Inc.................................. 974 MOTOTV Networks.................. 2143 Mountain Collective....................... 565 Mountain Uniforms..................... 1534 MTN Approach............................. 2359 MyPakage...................................... 3375 National Ski & Snowboard Retailers Association (NSSRA)..................................... 4308 National Ski Areas Association (NSAA).......................23 Native Eyewear........................ 2542 NEFF ............................................... 3661 Neve Designs................................ 3718 Never Summer Industries.......... 1359 NeverWet.................................... 641 Newland.................................... 1909 Niche Snowboards...................... 1977 Nidecker North America.......................... 3070, 3167 Nightmare....................................... 971 Nike Vision.................................... 2565 NIKITA............................................ 2671 NILS ............................................... 1742 Nitro Snowboards....................... 1978 Nordbron..................................... 701 Nordic Center............................... 3115 Nordica USA....................... 3603, 3704 Northern Lites Snowshoes.....3622 NPD - Sports and Leisure Trends......................................... 437 NuDown, Inc................................. 2133 Oakley, Inc..................................... 1345 One Way Sport USA..................... 3118 OneBall.......................................... 2876 O’Neill............................................. 1557 Onewheel.................................... 665

Optic Nerve................................... 3347 ORAGE........................................... 1750 Ortovox USA Inc........................... 2814 OSBE Helmets.............................. 4315 Outdoor Designs.......................... 2421 Outdoor Gear, Inc........................ 2724 Outdoor Industries Women's Coalition (OIWC)........................ 548 Outdoor Survival Canada........... 2716 Outdoor Tech............................... 4161 Ovan........................................... 2362 Owner Operator............................ 869 Pajar Canada................................ 1523 Parajumpers................................. 1515 Patagonia, Inc............................... 1857 Pepper’s Polarized Eyewear.......2445 Phunkshun Wear LLC.................... 762 Picture Organic Clothing...........1965P Pinnacle Designs.......................... 2714 PISTIL.............................................. 2229 Pit Viper........................................... 448 Planks Clothing America, Inc............................. 4037 POC ............................................... 3350 point6 LLC..................................... 1530 Point-of-Rental Software............4404 POLARMAX.................................... 2334 PolarPro......................................... 4559 Polartec LLC.............................. 1257 Popticals.................................... 1375 POW Gloves.................................. 3477 Powder Point Sports..................... 740 Pret Inc........................................... 3937 Pretty Great LLC............... 2578, 2671 Protect Our Winters (POW)........2324 PSIA-AASI......................................... 153 Public Snowboards...................... 1478 Pulse................................................. 757 Purnell......................................... 540 Quiksilver, Inc............................... 1678 Radical! Gloves............................. 1271 Rain Retail........................................ 430 Rawik.............................................. 2724 Recco Systems Ltd.........................UL1 Red Bull Racing Eyewear........1269 Redfeather Snowshoes............... 3605 Regina Imports LLC..................... 1511 Remind Insoles............................. 2272 Rental World - Backshop............ 4501 reusch SnowSports..................... 2136 Revision Skis............................. 4469 Revo Sunglasses........................... 2146 Ride Snowboards.............. 3965, 4171 Riot Skis..................................... 4446 Ripclear.......................................... 2650 Roces USA, Inc.......................... 4305 Rocky Mountain Sunscreen.......2554 Rocky Mountain Underground.... 3326 Rodin Ltd....................................... 4469 Rome Snowboard Design Syndicate.................................... 965 Rossignol............................ 3614, 3714 Rossignol Apparel........................ 3818 ROXA Sports.................................. 4107 Roxy ............................................... 1678 Ruffolo Enterprises, Inc............... 2553 Rukka............................................. 1034 Ruroc Ltd..................................... 431 Saga Outerwear............................. 962 Saint Bernard’s........................... 769 Salomon Snowboards................. 2178 Salomon USA..................... 3830, 4130 Sandbox......................................... 2270 SAXX Underwear Co.................... 3377 SCARPA North America, Inc.......3109 Schure Sports U.S.A., Inc............. 1730 Scott Sports........................ 2940, 3147 Screamer, Inc.................................. 730 SeatRack.................................... 4437 Sector 9.......................................... 1062 Sego Skis........................................ 4449 Seirus Innovation......................... 2630 SESSIONS....................................... 2578 SH+................................................ 453 SheJumps........................................ 450 Sherpani...................................... 539 Shred Optics................................. 3961 SIA Sourcing Seminar Area........ S423 SIMS Apparel............................. 1769 Sioeye Inc.................................. 4462 SKEA, LTD...................................... 2411 Skhoop........................................... 1430

Ski and Snowboard Mechanics Workshops............................... 4210 Ski Kare, Inc................................... 3505 Ski Sundries and Supplies..........2124 SkiA Designs.................................. 4405 Skida............................................... 2000 SkiMetrix, Ltd................................ 3411 Slant Skis................................... 4244 Slide On......................................... 3411 SLOKKER SPORTS NORTH AMERICA.................4339 Slope Ropes............................... 2142 Slytech Protection........................ 3961 SmartWool Corporation............... 957 SMITH....................... 2850, 2950, 3048 Smokin’ Snowboards.................. 1175 Sno Skins, Inc.................................. 915 Snoogee Boards.......................... 970 SnoPlanks...................................... 2374 Snow Angel................................... 1939 Snow Dragons.............................. 2724 Snow Gliders LLC...................... 4469 Snow Show Daily............................ 441 Snowboarders and Skiers for Christ..................................... 772 Snowjam Canada, Inc.................. 3378 SnowStoppers.............................. 2938 SOLE........................................... 3939 SOS Outreach....................................22 Soul Poles...................................... 3418 SP United USA, Inc.......................4557 Spacecraft..................................... 2269 Spark R&D..................................... 2470 SplitPea Sound.......................... 4659 Sport Design Sweden................. 622 Sport Obermeyer Ltd.................. 1803 Sportcaster Company, Inc............ 757 Sportlast USA............................ 1331 Sports Accessories America, Inc............................. 2720 Sportswear of Sweden (SOS)... 1508 Sportube........................................ 2701 Spy.................................................. 2651 Spyder Active Sports, Inc.............. 903 Spyderco........................................ 4147 STANCE....................................... 3475 Stepchild Snowboards................1478 Stockli Outdoor Sports................3323 Strafe Outerwear......................... 3215 SubQ Designs............................ 4239 Sun Bum LLC................................ 2477 Sun Valley Ski Tools, Inc..............3944 Suncountry Sales and Distributing LLC..................... 543 Sunice............................................... 744 Sunrise......................................... 616 Superdry...................................... 569 Superfeet Worldwide, Inc...........2520 Swany............................................. 1703 Sweet Protection.......................... 3946 Sweet Turns.................................. 2534 Swix Sport USA, Inc......................3102 SYNC............................................... 2948 Tecnica USA....................... 3601, 3701 Ternua............................................ 1334 Terramar Sports, Inc................... 2644 The Chill Foundation........................25 The Interior Plain Project.......3972 The Sessions @ SIA...................... 4565 The Soze Group (TSG).................4407 ThermaCELL Heated Products................................ 3135 ThirtyTwo...................................... 2265 Thorlo, Inc..................................... 1520 Thule, Inc....................................... 3302 Tiki Toss......................................... 2447 TOBE Outerwear........................ 545 TOKO.............................................. 3102 Transpack...................................... 2935 Trespass USA................................ 1030 Turbine.......................................... 4365 Turtle Fur....................................... 1125 Under Armour................................ 749 Uniform Gallery............................ 4400 Union Binding Company............ 3357 United States of America Snowboard & Freeski Assoc (USASA)...............................20 US Ski and Snowboard Hall of Fame..................................17 USRA - Rep Associations..................18 UVEX Sports, Inc........................... 2910

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

SNOW SHOW DAILY 2016 | DAY 4 SIAsnowshow.com

Company

Vail Resorts Inc / Epic Pass........... 458 Vans................................................ 2865 Vapur............................................ 662 Vauhti Wax Technologies....... 4343 VEMO Sports LLC......................... 4301 Vigo Imports............................... 621 VillageHouse................................... 639 Volcom........................................... 3665 Volkl ............................................... 4323 VonZipper...................................... 3165 Voormi........................................... 4369 Vuarnet........................................1965V Watson’s Bodywear....................... 837 WAXD Laces.................................. 1174 Whitedot Skis US...................... 4440 WI-ME SNOWBOARDS................ 2478 Wintersteiger, Inc......................... 3335 Wolfie Furs Canada....................... 825 Woolpower................................ 2156 WSI Sports..................................... 1313 X22 Snowboarding................... 1374 XS Helmets.................................... 3647 XSories........................................... 4655 Yaktrax........................................... 3138 YodelTECH................................. 4658 YRC Freight...................................... 619 Yukon Charlies............................. 3514 Zanheadgear................................ 1069 ZANIER Sports Inc......................1965Z Zarges Inc...................................... 3136 ZDAR Boot USA............................ 1503 Zeal Optics.................................... 2161 Zensah......................................... 643 Zion Snowboards..................... 3574

Beijing Huafu Manufacturing Ltd.............. S324 CBF Labels Inc............................... S522 CHANGZHOU GAODA SPORTINGS CO., LTD........... S321 Concept III Textiles International............................ S418 drirelease.................................. S318 DTS, Inc.......................................... S320 DURAFLEX..................................... S415 Erictex Fashion Co Ltd................. S114 Global Merino............................... S414 Guangzhou Hangbao . Group Co Ltd........................... S124 Guangzhou Yijia Optical Technique Co Ltd................. S223 Hebei Joyful I&E Trade Co., Ltd................................... S221 Jiangyin Diamond . Tools Co Ltd........................... S123 Jining Glove and Sewing Product Col Ltd........................ S120 Jining Jianhua Zhongxing Ski Products Co. Ltd............ S121 Maxland Sportswear Industrial Co Ltd...................... S520 Paltex Company Ltd................ S519 Roaly Merchandises Inc.............. S313 Shenzhen Pengyifa Industrial Co Ltd...................... S421 Shenzhen Reanson Products Co. LTD..................... S220 Shifan Racewear, Inc................... S118 Solis Fabric Technology Co Ltd........................................ S115 Suzhou Zhongbo Textile Garment Co. Ltd.................. S218 Sympatex Technologies, Inc...... S420 TEXLAND & NEXKO . CO. LTD................................... S620 Toray International America, Inc............................. S417 Union Line Textile Co Ltd........................... S515 Vertical Source, Inc...................... S422 Welltern Enterprise Co. Ltd....................................... S517 Xiamen Evergreen Industrial Corp..................... S323

YKK (USA), Inc................................ S521 Zhaoqing Bohan Sports Co., LTD........................ S224

BENT METAL Black Crows Black Diamond Equipment Blizzard Skis Bolle Sunglasses & Goggles Boot Doc Burton Snowboards Capita snowboards Caravan Skis Dalbello Ski Boots DC Snowboards/Boots/ . Outerwear Deviation Skis & . Snowboards Dinosaurs Will Die DPS Skis Dragon Dynafit Dynastar Skis Elan Electric Faction Skis First Degree Fischer Skis XC Fisher Ski Fitovers Eyewear Fix bindings Flow Snowboarding Flux Snowboard Bindings Full Tilt Boots G3 Gilson Boards, LLC Giro Goggles Giro Snow Helmets GNU GO PUCK Goode Carbon Ski Products GoPro Cameras Head Winter Sports: Alpine Skis, . Ski Boots, Bindings Hotronic Hovland Snowskates Icelantic Skis Jonathan Paul Eyewear Jones Snowboards Julbo Optics K2 Skis, Boots, Helmets, . Goggles, Poles and Accessories K2 Snowboarding

Kastle Skis La Sportiva Landyachtz Snowboards Lange Ski Boots LIB TECH Liberty Skis LINE Skis Look Bindings Marhar Snowboards Marker Ski Bindings, . Helmets & Goggles Meier Skis MOMENT SKI Morrow Snowboards Native Eyewear Never Summer Snowboards Niche Snowboards Nike Goggles Nitro Snowboards Nordica accessories Nordica Boots Nordica Skis Northern Lites Snowshoes Now Bindings Oakley ON3P Skis Outdoor Technology POC Helmets, . Goggles & Armor Pret Helmets Ride Snowboards Rocky Mountain Underground Rome Snowboards Rossignol Alpine, Nordic, . Snowboard ROXY SNOWBOARDS Salewa Footwear Salomon Alpine Salomon Goggles Salomon Helmets Salomon Nordic Sandbox Helmets Scarpa Scott Boots

Scott Sports-Hardgoods/ . Softgoods Sego Skis Signal Snowboards SIMS Snowboards Skia Slant Skis Slash Snowboards Smith Smokin Snowboards Spy Optic Start Wax and Poles Stepchild Snowboards STOCKLI OUTDOOR SPORTS Superfeet Worldwide Swix Alpine: Ski Tuning . Equipment, Ski Poles Swix Sport USA SWIX Wax, Tuning and . Poles, UT/WY Technine Tecnica Ski Boots Toko Wax, Tuning and . Ski Care Products Triple 8 Tyrolia: Alpine and Alpine . Touring Ski Bindings Union bindings UVEX UVEX Winter/Bike Helmets, . Goggles and Sunglasses Vans Voile Manufacturing Volkl USA Von Zipper Sunglasses . and Goggles Whitedot Skis Wintersteiger Yeah for it Distributions! . (Bataleon, Lobster, Switchback) Yes Snowboards Yukon Charlie's Zeal Optics

3M Thinsulate Insulation.................................. S126 AMATERRACE, Inc........................ S315 Aparso (Fujian) Sportswear Co Ltd........................................ S117

Events

CRAFT

All CRAFT exhibitors can be found at booth #4469 Coalition Snow DOWP a snowboard group Fairweather Ski Works Franco SnowShapes Revision Skis Rodin Ltd Snow Gliders LLC

ON-SNOW DEMO* 32 ThirtyTwo Snowboard . Boots & Outerwear 4FRNT Skis Adidas Snowboarding Alpina Anon Apex Ski Boots Arbor Collective . (Snowboards and Skateboards) Armada Skis Atomic Atomic Nordic Atomic USA Alpine

*In conjunction with the Western Winter Sports Representatives Association (WWSRA) Rocky Mountain Demo, and in partnership with Cross Country Ski Areas Association (CCSAA)

WHAT’S HAPPENING AT THE 2016 SIA SNOW SHOW

Daily Events Every day, all day | Booth 679 | SIA

I + I Live: Connect, recharge, socialize and push social media updates live with free wi-fi. Seminars throughout Show.

Every day, all day | Booth 3115 | SIA

Nordic Center: Come preview apparel, equipment, accessories and technologies specific to cross country and snowshoe.

Every day, all day | Sourcing Snow | SIA

Sourcing Snow: More than 50 raw material leaders showcase their services. Join seminars on sourcing, production & design.

Every day, all day | Booth 458 | SIA/Vail Resorts

Discounted Epic Pass Sales: SIA and Vail Resorts are partnering to offer attendees an exclusive Epic Pass for $319 per adult. Unlimited/unrestricted skiing benefits start Feb. 1, 2016.

Monday, February 1, 2016 9 AM-4 PM | Copper Mountain Resort

On-Snow Demo/Ski-Ride Fest & Nordic Demo: Test gear and accessories previewed at the Snow Show.

8 PM | Copper Mountain Resort Incline Bar & Grill

Elan’s 70th Anniversary Party: Live music (80s band The Goonies), raffle prizes and signature drinks. The brand will release its Ripstick ski. Glen Plake will announce the winner of the prototype tester video contest. RSVP: email copperparty@elan.si. Or stop by the tent at the Demo to get drink tickets.

Tuesday, February 2, 2016 9 AM-4 PM | Copper Mountain Resort

On-Snow Demo/Ski-Ride Fest & Nordic Demo: Test gear and accessories previewed at the Snow Show.

Every day, all day | Booth 548 | OIWC

Women’s Lounge: Check out examples of how to best merchandise women’s hardgoods and softgoods for your store. Or stop by just to relax in a comfortable seating area and network away from the bustling floor.

7-9:30 AM | Room 103

Donut Dunking Christian Fellowship: Lively fellowship and discussion in the context of skiing and snowboarding.

9 AM-1 PM | Booth 1148 | 2XU

2XU Compression Sock Challenge: Each day, 2XU will be giving away 100 pairs of Elite Alpine X-Lock compression socks ($60 MSRP) free to anyone who does the sock challenge at its booth. While supplies last each day.

JULIA MANCUSO, LEFT, SIGNS AUTOGRAPHS AT THE SPYDER BOOTH ON FRIDAY. ABOVE, NEW BACKPACKER GEAR EDITOR SCOTT YORKO'S PUPPY LILLY GETS SOME LOVE ON THE FLOOR.

SIAsnowshow.com DAY 4 | SNOW SHOW DAILY 2016

AT THE SHOW | SHOW NEWS

Brews and Brands

PBR COLLABS WITH KEY SNOWBOARD BRANDS

SNOW SHOW DAILY 2016 | DAY 4 SIAsnowshow.com

One of the most exciting collabs for PBR this year is its partnership with Snow Park Technologies. “I was thinking of creative ways to give back to the crews that make riding the parks so much fun, as well as the people taking riding to the streets,” Nilsen says. This season, the two brands unveil their PBR Snow Spork—making its grand debut at the XGames this week—and adding fun to the park crew’s arsenal. The PBR Spork honors the resorts’ behindthe-scenes employees. “It’s a way to tip our proverbial hat to them with a branded tool they can use to work their magic,” Nilsen says. And for the backyard session-stokers: “I love the DIY spirit people have when it comes to building features on their own.” Snow Park Technologies President Chris “Gunny” Gunnarson says: “PBR is always doing clever co-branded pieces. The PBR Spork is yet another way to put a useful tool in the hands of people shaping snow.” —Christina Shepherd McGuire

PHOTOS BY TYLER TATE OF TYLER TATE IMAGES (3); COURTESY (POW GLOVES AND HAT)

THERE ARE LEGENDS AND THEN THERE ARE ICONS. PABST BLUE RIBBON and its Lifestyle Marketing Manager Steve “Stix” Nilsen are both. Nilsen started as a snowboard boot developer back in the day, segued into a stint as Red Bull’s sports marketing manager and landed on what some would deem a dream job for their favorite beer company. Today—PBR, with its 70 years of American style, and snowboarding (a baby in comparison) have formed a bond that can never be severed. And this winter, brands and brew drop in to share a collective story. “It’s a brand high-five between the two companies,” says Jack Hewitt, marketing manager for Airblaster. “Airblaster has always been about having the best time with your best friends. Pabst shares those same values.” Airblaster’s PBR Collab Air Goggle solidifies this feeling with its dual-logo strap and heritage-style frame. The simplistic, anti-fog goggle is manufactured in Japan—something Airblaster takes pride in—and rolls out to retail in 2016. Spacecraft, POW Gloves, and Lib Tech Snowboards are also part of the collab posse and eagerly praise Nilsen, PBR and the commitment they’ve made to snowboarding. Chad Perrin, director of sales for Spacecraft, chimes in: “Just knowing Steve for so long, it seemed like the right timing. PBR and all their American heritage brands have such a big fan base and long history.” Spacecraft’s PBR Pom Hat and its other Pabst offerings are some of its most successful collabs to date. “Stix has such a rich background in snowsports,” says Dustin Goss, founder and president of POW Gloves. “When he came to us saying he wanted to collab, we were honored.” POW Gloves offers two models of PBR-branded gloves—the HD Glove and the High Five Spring Glove—both available to Pabst’s VIPs initially, and then later at the retail level. Goss explains that POW doesn’t usually participate in collaboration projects, but “when you have a company that can cross-pollinate and take you horizontal, it’s beneficial to the brand. Pabst is huge!”

TransWorld’s 17th Annual Riders’ Poll Awards PHOTOS BY CHRIS WELLHAUSEN

JAMIE ANDERSON, MARK MCMORRIS TAKE WOMEN’S & MEN’S RIDER OF THE YEAR

TRANSWORLD SNOWBOARDING’S 17TH ANNUAL Riders’ Poll Awards was one for the books. In proper form, Eddie Wall, Peter Line and an eight-piece marching band welcomed the audience to the Ogden Theater, which was packed with some of the most influential people in snowboarding for the Friday night show. The night began with a moment of silence for the loss earlier this month of photographer and friend Chris Brunkhart. The crowd watched as the images he captured throughout his career painted the story of Brunkhart’s influential contributions to snowboarding’s history. Instead of Desiree Melancon’s usual comic perfor-

mance, she delivered a heartfelt recognition of friend and fellow rider Jess Kimura when she accepted Women’s Video Part of the Year. “She is the 5-foot giant, carrying the world on her shoulders. I can’t imagine the sacrifice, struggle or heartache that went into Jess Kimura’s video part this year … I would like to take this moment to respectfully grant the TransWorld Women’s Video Part of the Year distinction, not for this video part, but for every fucking video part she has ever filmed …” Cheers for the hometown team echoed in the room as The Yawgoons won Online Video Series of the Year. And a roar of joy ushered in snowboarding’s new Women’s and

Men’s Rider of the Year, Jamie Anderson and Mark McMorris, who were both coming off successful runs at the XGames. The night concluded when Protect Our Winters (POW) handed the Climate Activist Award to Gretchen Bleiler, and Barrett Christy, a mentor to many young riders, graciously accepted the Legend Award: “The progression of women's snowboarding is mind-blowing, and I'm so inspired, and still such a fan. I was embraced by snowboarding, but let's keep it up. There are a lot of strong women here and a lot of influential snowboarders.” —C.S.M.

SIAsnowshow.com DAY 4 | SNOW SHOW DAILY 2016

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

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

www.jupa.ca

INTRODUCING THE

ANDROID JONES C O L L E C T I O N BOOTH#3148

SHOW NEWS | AT THE SHOW

Ready, Aim ... Fire PHOTOS BY (CLOCKWISE FROM TOP LEFT) ALTON RICHARDSON; JULIE ELLISON (2); COURTESY

NORDIC CENTER BOOTH OFFERS VIRTUAL BIATHLON

▲ COLORADO MOUNTAIN COLLEGE RECOGNIZES THREE FOR PASSING SIA CERTIFICATION. "IT'S BEEN COOL MEETING SO MANY INFLUENTIAL PEOPLE IN THE INDUSTRY," SAYS HAZEL CHORNEY (MIDDLE), WHO INTERNED WITH SMOKIN' SNOWBOARDS AT THE SHOW.

▲ THE SOS YOUTH SUMMIT IS HELD ANNUALLY AT THE SHOW TO HONOR BRANDS THAT PROVIDE GEAR TO THE PROGRAM. SOS HONORED DAVID INGEMIE TO THANK HIM FOR HIS CONTRIBUTION TO THE START OF SOS AND HIS SUPPORT AND PARTNERSHIP. SOS ALSO SPOKE ABOUT ITS NEW PARTNERSHIP WITH THE CHILL FOUNDATION TO BRING MORE UNDERPRIVILEGED YOUTH INTO THE SPORT.

NO BOOTH GOT BETTER BANG FOR ITS BUCK AT THIS YEAR’S SHOW THAN SIA’S NORDIC CENTER, which offered Show-goers the chance to compete in a virtual biathlon, including skiing and shooting. “We’ve done it at a few consumer shows before and it went over really well, so we thought we’d try it here,” says SIA Nordic Director Reese Brown (shown below) adding that nearly 50 people a day participated in the contest during the Show’s first three days. “It’s a good way to help promote how fun Nordic skiing is in this alpine-dominated environment.” With the Nordic Center here to help retailers navigate the cross-country skiing portion of the Show and highlight marquee products from exhibitors, the event fired on all cylinders. Participants first “skied,” or poled, 500 meters on a Concept2 Ski Erg machine at the booth, which recorded their times and average speeds. They then ran to station No. 2 to settle their heart rates down enough to shoot a laser rifle at five targets. Each miss adds 10 seconds to your score. By the end of the day Friday, former U.S. Nordic Combined team member Matt Dayton of Breckenridge was near the top of the winner’s list with a combined time of 2:48, missing the podium due to one missed shot. The time for yours truly? A relatively pathetic 3:36, thanks to three misses and a ramped-up heart rate from drinking a latte at the nearby LEKI booth. —Eugene Buchanan

Catching Up with Mikaela Shiffrin THERE’S A SILVER LINING TO MIKAELA SHIFFRIN TEARING HER MEDIAL collateral ligament warming up for a World Cup race in Åre, Sweden, in December: The injury let the reigning Olympic and World Cup slalom champion visit the SIA Snow Show for the first time ever, where she signed autographs and visited sponsors LEKI, Atomic, reusch and Oakley. We caught up with the youngest slalom champion in Olympic alpine skiing history at the LEKI booth.

On Visiting the Snow Show This is my first time ever coming to the Show. I’ve always been too busy racing before. It’s overwhelming. I guess that’s one good thing about my injury — it allowed me to finally come here. The Show is huge. It’s cool to walk around and see where all these companies bring their best products. I’ve seen as much as I can and definitely found some cool hats and jackets that I like. It’s cool to be able to come here and say thanks to all my sponsors. It’s also neat seeing all the kids who are here having a blast.

On Getting Back On-Snow I’m heading to Loveland this afternoon to ski for the first time in seven weeks. I’m psyched to get back on the snow. I plan to train locally wherever the best snow is, and then hope to be back racing at the Super Combined in Andora at the end of February. —E.B.

SIAsnowshow.com DAY 4 | SNOW SHOW DAILY 2016

IN AT THE SHOW | HEARD THE AISLES

Which trip are you most excited about this winter?

—Annie Lawson, Outdoor Women’s Alliance, Salt Lake City, Utah

“We’ve got 16 friends going up to Jackson Hole. Just started the trip last year, and we’re making it an annual tradition. Going to do some resort skiing, some sidecountry and maybe some snowmobiling.”

“I’m going to be hopping on a 65-foot boat in Norway, going through the fjords and hopping off wherever the skiing looks good in the Lofoten area.”

—Donna Veraguth, Faction Skis, Breckenridge, Colo.

“I’m excited for my three-day, three-night, all-inclusive paid trip to Party Mountain. It’s exciting, it’s the only place you want to be, there are free helicopters, free cats and free dreams.”

—Mike Hambacher, GoPro, San Mateo, Calif.

—Chuck Mumford, Pit Viper, Salt Lake City, Utah

“I’m just hoping to get down to some of the southern parts of Colorado. I’d like to check out Monarch, Wolf Creek and some of the other places that have been really getting hit with snow.”

—Don Stefanovich, GloveTacts, Carson, Calif.

FROM THE SOCIAL MEDIA FILES

“This place is one big maze of awesome. #SIA16”

—Andrew Piasecki, @AndrewJPiasecki

“Check out our new #freezyfreakies booth babe at #SIA16.“

—Freezy Freakies, @FreezyFreakies

PURRRRR…

“I’ve got to Snapchat this.”

—Overheard at the Celtek booth about the “freaking adorable” Floyd the Lion

SMOKIN’

“I really like how they label the lenses so you know what the best use is. It also helps that the guys working here are always smoking hot.“

—Anonymous, near the Electric booth

MMMM… BACON

“That is just a beautiful thing.”

—Hungry Show-goer on sampling Darn Tough Vermont’s bacon-sprinkled soft-serve ice cream cones

SNOW SHOW DAILY 2016 | DAY 4 SIAsnowshow.com

▲ NATALIE KENNEY, SOPHOMORE AT MASSACHUSETTS COLLEGE OF ART AND DESIGN, IS THE ARTIST BEHIND THE SNOW SHOW HAT.

PHOTOS BY (CLOCKWISE FROM TOP LEFT) ALTON RICHARDSON (4); JULIE ELLISON (2); COURTESY; JULIE ELLISON

“I just started doing some backcountry adventuring, which I’m really excited about. I am hoping to go out next weekend and actually not die on the way up Bellyache Mountain and enjoy the way down.”

JULIAN CARR WRANGELL (EMPYREAN COLLECTION)

GORDINI IS PROUD TO SUPPORT OUR TEAM ATHLETE: GLOVES:

FIND A RETAILER NEAR YOU AT

GORDINI.COM