Published by SNEWS Saturday, JanUARY 28, 2012
Official Publication of the 2012 SIA Snow show
Drag Racing The men from Mountain Hardwear Ramp It Up for a good cause; more fashion show photos, p. 8.
Urban Assault
From the Olympics to uptown, off-hill riding is set to explode (p. 30).
High Fashion
Fun colors, fur trims, performance fabrics and versatility stand out, plus brisk sales to boot (p. 10).
Backcountry Blizzard An avalanche of new product unveiled for a hot category at the show (p. 18).
Heard in the Aisles
“Do they burn those clothes when they’re done?”
—Overheard at OIWC Ramp It Up (p. 44)
SIA Snow Show App Also available on the iTunes App Store or at www. SIAshowapp. com.
Introducing technology, it’s the glove with the built-in APP. A thumb zipper system allowing you to use your touch sensitive smartphone without exposing your entire hand to the elements. • Bonded Seams • Water resistant zipper with storm flap Patent pending.
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Stop by the Epic Pass booth #766 at SIA to get your Exclusive SIA Epic Pass for over 60% off the regular price! Plus, $10 of your purchase goes to Winter Feels Good — providing outreach tools that introduce youth to snowsports.
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SIA Epic Pass only available to show attendees, exhibitors and buyers with valid show credentials. Must be present to purchase. Adult passes only. * SIA Epic Pass valid for the remainder of the 2011/12 ski season, starting January 30, 2012. Does not include summer 2012 access. © 2011 Vail Resorts Management Company. Trademarks are the property of their respective owners.
TOC
/ Day 3
Contents 6 Transworld Business
Snowboard news, notes from the floor.
12 Snowboard Bindings
In race to innovate: stronger, easier.
16 Freeride skis
Rocker gets all-mountain add-ons.
20 Women’s Ski Boots Hike-ski makes it easy.
22 Goggles
Versatility, integration in accessory MVP.
34 New Exhibitors
G-Shock, DWD Snowboards, Kali.
36 Retailers, reps honored Sun & Ski Sports, Kent Fried.
ON THE COVER: From left to right, Mountain Hardwear’s Jimmy Hopper, John Boyer and Jason McGibbon. Photo by Ben Fullerton
Published by SNEWS and snewsnet.com Editor & Publisher Andy Bigford managing editor Peter Kray Art Director Jacqueline McCaffrey On-Floor Writers Eugene Buchanan, Cindy Hirschfeld, Courtney Holden, Mike Horn, Doug Schnitzpahn Contributor Krista Crabtree Photographers Ben Fullerton, Morgan Varon
Cover Photo by ben fullerton
Advertising Sales Sharon Burson, Andy Bigford Group Production Director Barb Van Sickle Production Hillary Kerrick Distribution Jarrod Gustin Read the digital version of the Snow Show Daily at snewsnet.com or snowsports.org Snow Show Daily is part of Active Interest Media’s Outdoor Group Jon Dorn, Vice President, Outdoor Group Michael Hodgson, President, SNEWS Matthew Bates, Design Director, Outdoor Group Active Interest Media 2520 55th St, Suite 210, Boulder, CO 80301 303.625.1600 Chairman & CeO Efrem Zimbalist III Group Publisher & COO Andrew W. Clurman Senior Vice President & CFO Brian J. Sellstrom Senior Vice President, Operations Patricia B. Fox Copyright 2012 by Snow Show Daily
snewsnet.com SNOW SHOW Daily | Day 3
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At the show
/ Top news The women’s participation seminar drew a packed house.
Don’t Miss Must-see events and exhibits at the Show TODAY Active Youth Alliance Youth Summit Representatives from the nation’s largest youth outdoor charities will be joining forces to raise awareness for getting youth outdoors. Industry and outdoor representatives will speak to support the effort. 8:30 to 9 a.m., Main Lobby, Colorado Convention Center.
SUNDAY Pancake Breakfast Get your flapjack fix for your last day of the Snow Show before heading up to the demo. SIA Board members will be flipping pancakes for Snow Show attendees beginning at 8 a.m. It’s a great way to kick off the last day at the Colorado Convention Center.
Panelists tackle issue of attracting more women to ski and ride.
Eye Candy
How to grow women’s participation in snow sports? “Make it easy, inclusive and fun,” says Kyre Malkemes, snowboard category manager for Mervin Manufacturing at a Friday breakfast seminar. The panel, moderated by SIA director of research Kelly Davis, included seven women representing manufacturers, retailers and resorts. More specifically, fewer hassle and price barriers, more opportunities for camaraderie, more demo days, targeted customer service and better use of mainstream media were among the panelists’ suggestions. Davis laid out a few key facts: Women account for at least 80 percent of all consumer purchases in the U.S. Thirty percent of snow sports participants are women over 18, and women accounted for a third of the $3.3 billion spent on snow sports equipment last year, a 17-percent increase over the previous season. Yet, noted Davis, women are still often ignored in snow-sports marketing messages. “The first thing is imagery,” says panelist Donna Carpenter, president and co-owner of Burton Snowboards. “Guys jumping off 50-foot cliffs are not really what women aspire to. They want to feel like part of a community.” “It’s key to get more girls involved at an early age and get people excited about the sport we love,” says former pro athlete Amy Caldwell, who owns a Nordic shop in Vermont. According to Carolyn Crowley Stimpson, co-owner of Wachusett Mountain in Massachusetts, the ski area regularly hosts school groups and also streamlines access through well-placed skier drop-off zones, online advance purchasing, an inexpensive season pass and an annual gear swap. Kim Walker, owner of Boulder specialty store Outdoor Divas, emphasized a female-centric sales approach: “Women don’t want to hear how awesome a ski or board is for 100 days. They want to hear how they can have more fun on it.” Freelance writer/ski instructor Heather Schultz suggested retail simplification, citing research that fewer choices often translate into more sales. And Raelene Davis, Ski Utah’s director of marketing, asked the industry to “get out of our box” with media messages. “We need to be more proactive in getting our imagery into publications that are not just talking to core skiers and invite people who aren’t part of our family to join us.” —Cindy Hirschfeld
Walking the Show floor with a visual merchandising consultant like Ali Levy is a bit different from the typical rush from appointment to appointment to preview product. Ali has an eye for color and materials, as well as the sort of detail that you and I might instinctively be drawn to without realizing why. “I look for new ways of doing trends,” she explained as we set out for a quick tour. “Nothing is really new anymore—it’s more about repurposing things for a different generation.” Presenting vintage materials in a modern way, for example, is an approach she loves. She noted rustic wood as a trend in booth design; not two minutes later we walked into the Burton booth, where a giant tree structure with roots spilling out the bottom anchored the display. Later, at K2 Snowboarding, she loved the large stack of logs, board holders carved from stumps, and bark and pinecone mulch ringing the booth. Back at Burton, as we admired jackets made from classic fabrics like waxed canvas, houndstooth and glen plaid, Ali observed, “This is new and cool for the younger generation. They don’t even remember what this stuff is.” Unexpected collaborations, whether design partnerships or mixed materials, also caught Ali’s eye. At the Neve booth, we found both: a traditionally inspired flat-knit ski sweater paired with of-the-moment chunky handwarmers, plus a gorgeous new line of sweaters from popular fashion designer Nicole Miller. Over at Marmot, Ali was drawn to the “vibrant” display of skiwear in geometric prints, brights and preppy color combos “that I love,” she says. The last thing to catch her attention was a colorful hat from Pistil, knit in oversized stitches and sporting ear flaps. “I would totally buy this,” Ali says, looking in the mirror. “It’s cute and fun.” It was the Show equivalent of an impulse purchase. Don’t miss Ali’s presentation, Investing in Merchandising today at 11 a.m. in room 301. —C.H.
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A merchandiser’s perspective on the Show’s visual appeal
Photos by (from left) morgan Varon (2); ben fullerton
It’s a Girl Thing
American Snow Snow Show Daily managing editor Peter Kray will be signing copies of his new book, American Snow, the Snowsports Instruction Revolution from 1 to 2 p.m. at the PSIA-AASI Booth #3974
Register for the On-Snow Demo/ Ski-Ride Fest Don’t forget to pick up your On-Snow badges and sign the liability waiver in the Registration area for the On-Snow Demo/ Ski-Ride Fest at Winter Park and Devil’s Thumb Ranch.
The Guide
/ powered by
The Backcountry Boom As more and more riders earn their turns, it’s no longer safe to assume they all love granola and cultivating beards. With diverse interests and needs, these riders are creating new opportunities for retailers and brands. The reasons for the growth of backcountry riding are as diverse as the riders themselves. Venture Cofounder Lisa Branner offers, “I think there is a natural progression, and that as riders’ skill levels increase, they are drawn outside the resort boundaries for untracked snow, as well as all the other experiences and challenges the backcountry can provide.” The abundance of resorts opening their sidecountry gates has made this progression even more feasible. Maturing riders are also driving this growth. “I think there are lots of snowboarders in the twenty-five plus category who are more interested in getting out of bounds than riding the park,” explains Will Ritter of Spark. “Ten years ago that wasn’t so much the case. Recent media attention, including films like Deeper, has opened riders’ eyes to the blank canvas that is the backcountry. New technology is also making the backcountry more accessible and enjoyable. Branner cites Spark’s bindings as a catalyst for much of the growth in splitboard-
Four on the Floor Who has the best booth at SIA?
ing. Recent advancements also in- are armed with knowledge—not just clude additional binding and hard- beacons, shovels, and probes. The ware systems, boards merchandised North Face, for example, has partas backcountry kits, splitboard-spe- nered with retailers to develop its cific boots, and refined accessories Know Boundaries campaign, which showcases both products and opporlike packs and poles. This technology and the grow- tunities to learn about snow safety. ing demand for it have provided This year, SIA debuted The Backnew opportunities for retailers. Sean country Experience. This section Robinson, owner of Denver’s Emage, of the show highlights backcountry explains, “The expanded amount products and features educational of backcountry gear specifically for clinics led by Jeremy Jones, Mike snowboarding has been well received Hattrup, and Dean Cummings. Riders are suddenly facing countby our customers. Like anything else, I think the level of success to be had less choices as to how they can exdepends strongly on the staff’s knowl- plore the backcountry. According to edge of backcountry riding, the equip- Justin Lamoureux, K2 development ment, and use of it.” Emage is on engineer for snowboards, some of the same block in Denver as several these choices will always be simple: outdoor retailers. Yet Robinson has “People want to ride pow.” —Michael Sudmeier found that this has led to collaboration rather than competition. He directs his customers to these stores for non-snowboard specific items and they, in turn, send customers to him for specialty products. Brands and Venture’s 2013 retailers are also collection—handcrafted working to enin Silverton, Colorado. sure that riders
“Oakley. It pops out—it’s different. It’s classy and exclusive.” —Simon Elston, Owner, Big Sky Board Sports, Helena, MT “The Forum, Special Blend, and Foursquare booth is pretty awesome. It’s set up really nice for buyability and it’s cool—it’s the best of both worlds. They also have the Wet Plate photography exhibit.” —Jacob Allen-Jordan, Manager, Moguls in Mocean, Orangeville, Ontario “The Smith booth. It’s nice and clean—the product pops off the back fixtures.” —Jessica Milligan, VP of Product Sales and Services, Jackson Hole Mountain Resort, WY “Burton. They visually tied the booth back to their story: The Family Tree.” —Mat Woods, Group General Manager and Director, R and R Sport, Dunedin, New Zealand
Bindings—The New Rocker
Founder Dennis Dusseldorp explains Switchback’s system of interchangeable parts.
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For years, riders and retailers have embraced rockered decks like preteens at a Justin Bieber concert. The resulting camber stories— no matter their flavor—are not going anywhere. The spotlight, however, has shifted to new bindings. Switchback makes it debut at SIA with bindings built around interchangeable parts and the ability to be ridden without highbacks. Riders purchase base-
plates, straps, highbacks, and baseplate cushions separately. As Founder Dennis Dusseldorp explains, “They can customize the bindings to their ability, the terrain they ride, and the color combo they like. They decide what they want to ride instead of the brand.” According to Dusseldorp, riding without highbacks offers flexibility for jibbing and a surf-like feel in powder. NOW’s inaugural bind-
SNOW SHOW Daily | Day 3 For additional show coverage visit twsbiz.com
ings can also be ridden without highbacks and feature technology influenced by skate trucks. Burton’s Free’d Back binding abandons highbacks entirely. The bindings—like those of Switchback and NOW— feature heelcups that firmly lock boots in place and will be available in an early ’14 release model. The absence of highbacks isn’t the only development in bindings.
Bon Hiver offers step-in technology that enables riders to skate into terrain or clip in while on the chairlift. The bindings use conventional strap technology, but the rear binding features a magnetic baseplate that slides sideways into a receiving plate on a rider’s deck. Switchback, NOW, Burton, and Bon Hiver all aim to forge new paths. According to Bon Hiver Founder
Brendan Walker, developing new technology has been challenging, in part, because “We couldn’t look at predecessor pitfalls and victories to harness these in our development.” Instead, these brands have pioneered technology in solitude and secrecy. With retailers swarming their booths and embracing their bindings, however, they are no longer alone. —M.S.
SCARPA ALIEN 1.0 see it at Booth #3171
Racers have plenty to worry about. Like that last-minute entry from Sweden. Fortunately Boa’s super lightweight closure system eliminates unwanted pressure points. It’s made to fit like a glove and get to the podium.
The Boa Closure System ®
THE FIT THAT CHANGED IT ALL BoaTechnology.com
Snow Fashion + Trends Show
/ IMAGES Northern lights: Icelandic Design’s Nordic headband and Zenith sweater
▲ Stephen Barnes from The North Face shows off his shapely gams at the drag show.
▼ A slimmer snowboarding silhouette: The camo-inspired jacket from 686 paired with goggles from Zeal Optics.
▲ Straight-ahead style: Smartwool’s teal base layer and white zip top provides warmth and function for the slopes.
▲ This Liquid Boardwear jacket and Chaos faux-fur trapper hat mixes style with attitude. 8
SNOW SHOW Daily | Day 3 snewsnet.com
▲ The kids brought down the house, including this little girl in her Obermeyer outfit and pink Tecnica Moon Boots.
“For VF Outdoor brands, GORE-TEX® is the gold standard for comfort and protection in the world’s most challenging environments.” Steve Rendle VF Corporation Group President Outdoor & Action Sports Americas
For the past 30 years The North Face has partnered with W. L. Gore & Associates to bring new innovative products to our outdoor and ski consumers.
Trusted brands choose GORE-TEX® product technology. © 2012 W. L. Gore & Associates Inc. GORE-TEX, GUARANTEED TO KEEP YOU DRY, GORE and designs are trademarks of W. L. Gore & Associates
At the show
/ Show News
High-end fashion focuses on function, features High-end apparel lines do not seem to reflect the dour economic news, as items with four-figure price tags moved out the door early this winter. For 2012-13, the trend toward brighter colors feels optimistic, particularly in pants, where greens, purples and bright blues have usurped basic black on the racks. Textured fabrics and subtle prints make waves along with embellishments, metallic adornments, detailed zippers and fur trim. Coyote and fox fur accents outerwear from companies such as Parajumper, M. Miller, Killy, Sunice, NILS and SKEA, but customization is key and fur—whether faux or real—is typically removable. This sentiment echoes another trend in high-end apparel, that of versatility and the ability to wear a jacket on and off the slopes. Trickled down from top fashion runways, women’s pieces are feminine and stylish, while men’s outerwear has a cleaner, economic look. Ultimately, however, high-end apparel for both genders gets more technical in 2012-13. “Manufacturers are producing garments that are better quality, more functional and technologically superior,” says Andrea Colasardo, softgoods buyer for Footloose Sports, Mammoth Lakes, Calif. That includes the highlybreathable 4-way stretch Dermizax NS fabric used in the KJUS men’s Warp Speed as well as the ultralight, iridescent Killy Odyssee Jacket ($899) with removable belt and fur. SKEA adds Thinsulate FX, a stretchy insulation, to new
pieces next season. Waterproof down jackets from manufacturers such as Eider, KJUS and Killy are show stealers on the floor here, where fabric innovations come into play, such as NILS’ new technical waterproof/breathable suede fabric found in the fur-trimmed Jacquie jacket ($685). Long jackets are the rage in both urban areas and resorts, exemplified by Rossignol Apparel’s Lana Long Down Jacket, made with Eldeven silver duck down and adorned with a removable fox fur trim on the hood ($850), and Völkl Apparel’s long, luxe puffies from their Silver Collection. Military influences are huge in the snowboard apparel sector, but high-end apparel companies take it to a new level of “Mission Accomplished.” NILS addresses the trend with the Freedom Flight Collection and Spyder’s interpretation is the Eternity Suit ($1,250), a flight suitinspired one-piece design with full stretch, waterproof/ breathable fabric and a split hood trimmed with coyote fur that turns into a shawl or neck warmer. The Descente Victoria suit ($1,400) is made from a separate jacket and pants, but looks like a one-piece suit. Machines influence men’s high-end wear. Spyder finds inspiration from a new partnership with Audi and showcases the Pinnacle Jacket ($1,000), which has sporty asymmetrical lines and color placements. —Krista Crabtree
Fun fashion: Grace Galdi Maurer, Sunice vice president of design and merchandising.
Old dogs, new tricks Veterans blaze their own trails with niche alpine brands.
The ever-expanding niche category is not limited to twenty-somethings with a dream, an empty garage and access to a trust fund. Industry veterans with an average of 30-plus years of experience each are the driving force behind three companies—newly launched First Degree plus returnees Goode and Apex—that are making inroads here at the Show and at retail. First Degree—and its Storm Trooper, a nifty three-piece boot unveiled here in Denver—is a collaborative effort of Marty Carrigan of Sales Guys; Icelantic founder/owner Ben Anderson; Klaus Guntermann of Deeluxe (nee Raichle); and insole-innerboot guru Peter Daley. The Daley-designed insole and innerboot emphasize compression and rebound, while the shell design, with its alpine snowboard boot genes, offers five forward lean options which double up to provide hike-ski mode. Looking to open a maximum of 50 accounts in its launch year, Carrigan says the 99mm-lasted Storm Trooper I ($599 MAP) and II ($649 MAP) are the perfect antidote for retailers who need to shake things up in a challenging climate. “Don’t do the same thing, or less of the same thing. Try a different flavor,” Carrigan says. Kirk Langford showed up in Denver a year ago declaring that the totally revamped, carbon-fiber Goode ski line was performing better than anything else on snow. At the Winter Park On-Snow and since, many retailers have agreed; Christy Sports exec Craig Peterson says the Goode Fire is the best ski he’s tested. This week, Langford is channeling an old Vegas SIA Show mantra in asking retailers to commit to orders now so the company’s small Ogden, Utah, factory can deliver on time in the fall. Following the complete overhaul for 2011-12, the Goode line gets a cosmetic makeover for 2012-13, going from a glossy to a flat satin finish, while also offering improvements in the 106mm-waisted Sorcerer. The 2012-13 sell-in marks a new beginning for founder Denny Hanson’s open chassis
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Photos by (from top) Ben fullerton; morgan varon (3)
Fun colors, fur trims and performance fabrics trump all.
Goode’s Kirk Langford with Neil Kornblatt of Sno Haus.
Marty Carrigan unveils the Storm Trooper. Denny Hanson and Todd Poseley inject Apex.
Apex brand and for his mission to provide comfortable and warm high-performance ski boots. Hanson, along with new sales and marketing director Todd Poseley, are unveiling the injection-molded MC Series, bringing price points down by up to $500 from the original carbon fiber offering. The versatile MC•1 and women’s ML•1 ($795) seek to satisfy a broad base of customers with the double cross-lacing Boa Closure System, reinforced chassis, and heat moldable liner. The high performance MC•2 ($995) features 18 points of closure with a dual-reel Boa system—and the promise of optimal comfort and performance. Apex also offers its original, high-performance carbon in the CF•3 ($1,495). —Andy Bigford
Top Trends
/ Snowboard Bindings
Snowboard bindings get lighter, stronger, easier—again! New wave of innovation ups the ante in response and durability. Snowboard bindings are already so finely tuned that it seems almost impossible for manufacturers to further the process of maximizing board feel and response while minimizing fatigue and frustration. Yet once again, the latest crop of bindings features even lighter and more responsive materials plus more rider-engineered designs than ever. New features range from revamped highbacks to quick-draw straps to adjustable canting and trimmed down baseplates, all offering their own various levels of rider customization. Highbacks in particular are getting a makeover, as companies introduce lighter-than-ever materials that result in top-level response, board feel and smooth, consistent flex. Ride arrives at the SIA Snow Show with three new highbacks, all using their new SlimeBack (which features urethane versus nylon) technology in the Revolt, Maestro and ladies DVa. “SlimeBack is spawned from a similar material that we’ve been working with for years in our industry leading snowboard sidewalls, Slimewalls,” explains Ride Binding Engineer Peter Pontano. “The benefits of this material in sidewalls are that it’s durable and smooth riding. The benefits of this material in Highbacks are that it’s durable and smooth riding.” For added comfort and performance, Burton has taken its Hammock hi-back tech to a new level, introducing Kickback Hammock highbacks in the new Genesis and women’s Escapade (EST and 3D models), which feature a full-suspension design. Burton has also designed a new buckle system which has been appropriately dubbed the Smackdown, as it allows riders to get in and out of their toe strap with one swift motion of the hand, and no more ratcheting. Flow also redesigned its SpeedEntry system to make stepping in and out of the NX2 binding line as simple as possible. Lucien Vink, Flow’s binding product manager says the new design is a highlight for the brand: “New Active Strap Technology innovation (N.A.S.T.Y.) will be introduced in our all-new NX2 series and is the fastest and easiest entry and exit from your bindings regardless of which footstrap and tightness you prefer.” Along with ease of use and increased comfort, companies continue to focus on ways to shave weight and up performance throughout their lines. Salomon’s Shadow collection includes the new ultralight Hologram and District bindings. K2’s Company IPO binding features the brand’s Tweakback highback for flex and support, as well as its Harshmellow shock absorbing footbed. While in the effort to offer the kind of fine-tuning that can make bindings stand apart from the crowd at retail, Rome offers consumers multiple canting options in the Mob Boss and women’s Runway. Forum’s The Journal (women’s)
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is upgraded for 2013, integrating freestyle-friendly Good Vibes Technology and Simmer Down Canting/padding. Born in pro rider JF Pelchat's garage, Now bindings debut at the Snow Show. Now is partnered with Nidecker to bring these skate-inspired bindings to market—they're built to be ridden with highbacks...or without. Despite all the bells and whistles, bindings still need to stay as lightweight as possible. Burton’s Vice President of Hardgoods Scott Barbieri says, “We have a renewed focus on making the lightest bindings possible, without sacrificing comfort. Less weight equals less fatigue over time. For 2013, our Malavita and Diode Re:Flex bindings both feature our latest, and by far, lightest baseplate ever.” In general, Burton is working to provide consumers with as many options as possible, says Barbieri. “Choice is a big theme in our boots and bindings line, where we offer a vast range of different tech and fit features for every type of riding, rider and price range.” —Mike Horn
▼ K2 Company IPO
▲ Forum Journal
▲ Ride DVa
Burton Malavita
Rollsys Fit System
Booth # 4516
Come try on the best fitting helmets and see the difference Rollsys makes. Only at Booth #4516
We’re located in far right corner of the tradeshow floor.
LazerSport
Seriously, far right corner.
Lazer has been making helmets since 1930. Now we’re bringing the most trusted helmets around to your playground.
The best stuff is always the hardest to reach. Just look for the big inflatable wall.
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SMARTER THAN YOUR AVERAGE INSULATION. Subject: H. Teter Photo: D. Blotto
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BOOTH #1913 3M and Thinsulate are trademarks of 3M.
Top Trends
/ Freeride Skis
Fat skis stay fit with ‘12-13 launches Big mountain, freestyle boards still skiing’s marquee product.
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of rocker and variable sidecut. Faction introduces the Soma (126/92/116), a stiffer flexing version of the Wednesday with tip and tail rocker. Goode, which completely overhauled its line for this season, goes from a glossy to flat satin finish for cosmetics, and dials in the Sorcerer (137/106/122). Klint takes its cult favorite Krypto and makes four sidecountry friendly versions in the Kryptolite, with 129 to 144mm waists. —Peter Kray
▲ Faction Soma
▲ Rossignol Squad 7
▲ Blizzard Gunsmoke
▲ Liberty Variant
▲ Fischer Big Stix
▲ DPS Wailer 99
“We see more categories coming together, and integrating the best technical features, which is how this series came about.”
▲ Atomic Ritual
Last winter’s deep La Niña weather made selling fat skis as easy as peddling popsicles on the 4th of July. And while this season’s weather hasn’t favored big boards, SIA reported that sales of reverse and mixed camber ski sales still nearly doubled from 28,000 units sold through November of the previous season, to 55,000 sold during the same period this year. If any part of the trend is thinning, it may be in waist widths. As rocker innovations continue to make it easier for soft snow skis to float and butter turns, manufacturers are adding more all-mountain features, such as increased stiffness and more advanced camber-rocker mixes underfoot. “Our new all-mountain Vantage series is all about versatility,” says Jake Strassburger, Atomic product and marketing coordinator. “We see more categories coming together, and integrating the best technical features, which is how this series came about.” The new Ritual, the widest ski in the new line with a 103mm waist, mixes All Mountain Rocker with an integrated Ti Backbone for both float and grip. And in the Freeski line, the Automatic features Powder Rocker, and a 117mm waist. Blizzard extends its hot-selling Flipcore reverse camber technology into three new Free Mountain models for women, as well as the Gunsmoke, a 114mm-waisted ski being billed as a backcountry twin tip. Dynastar introduces its new Cham Series of Freeride skis, headlined by the Cham 107 (137/107/121), which features a Levitation Profile with long tip rocker, classic camber underfoot, and a flat pintail design for reliability in the steep stuff. Elan is offering a new 105mm waist powder ski in the Domino, 97mm- and 113mmwaisted skis for women with the Soul and Bliss, and a 99mm waist in the 999 for allmountain intermediates. Fischer brings back its powder-busting Big Stix line in three new big mountain twins with 98, 110 and 120 waists, and pitches its Watea line more for the fast growing sidecountry market. While HEAD appeals to all-mountain liftserved skiers with the new Rev line of ERA 3.0 skis, it also adds two new skis to the big mountain and sidecountry Motörhead collection, totaling four models featuring either T n’ T Rocker, Allride Rocker, or early rise, and all designed for everything from, “A trip to AK, a backcountry adventure, or a day of ripping at the resort,” according to Andrew Couperthwait, product manager Wintersports. K2 adds the Seth Morrison pro model SideSeth (147/118/135) to its Backside Adventure Series, designed for everything from big mountain lift-served to telemark. Built with a stiffer tail and less rocker for more than just soft snow, the ski will also be offered with pre-cut skins. Kastle unveils three Colby James West pro models: the XXColby (111/80/111), XXJames (120/90/120), and XXWest (134/110/134). Liberty frees the Variant (145/113/132), with a titanal layer and skin compatibility. Nordica adds six new skis to its Hell & Back Collection, with the Fuel and Avenger for men, four new “Belles” for women, and a flagship ski for the Freeride Collection in the Helldorado, with a rockered tip and tail and progressive sidecut. Rossignol unleashes the Squad 7 (146/120/127), with Powder Turn Rocker and a more powerful tail than any ski in the S-Series Line. Salomon fine-tunes the Rocker line with the Rocker2 115 (139/115/131), featuring Hybrid Twin Rocker, and also for women, the Rockette 115 (128/108/121). Völkl offers the new Kenja (127/87/106) in its All Mountain category, and in the Big Mountain collection an updated Kuro (164/132/139), Völkl’s widest ski, with a titanal upgrade. Also worth a look on the Show floor, Black Diamond drops a Carbon version of its Megawatt. DPS delivers the Wailer 99, with the brand’s PaddleTech Geometry, a blend
Top Trends
/ Backcountry
Blizzard of backcountry ski gear displayed on Snow Show floor New bindings, boots, skis and backpacks feed hot market
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its line of airbag packs with a new Float 22, 32 and 42. And Mammut, which recently acquired airbag manufacturer Snowpulse, debuts the Ride R.A.S. 22 and 30. BD also returns its AvaLung line of snowpacks, featuring a more durable breathing device and a new active suspension platform. In the unfortunate event someone does get trapped by a slide, Ortovox brings its new avalanche transceiver, the Zoom, to the Show, with three antennas, signal analysis and separation, and a price sensitive MSRP of $249. “Until now, no one has been able to touch that kind of technology for under three hundred dollars,” says Ortovox USA president Marcus Petersen. —Peter Kray
▲ G3 Empire
▲ Atomic Tracker
▲ Black Diamond Carbon Megawatt
Backcountry skiing is one of snow sports' hottest categories. Last year, AT/ randonnee equipment sales were up a staggering 90 percent in dollars and 87 percent in units sold, while early season sales for this season saw backcountry accessories jump 19 percent in units sold. There’s a veritable avalanche of new product being introduced here at the SIA Snow Show, including extensive new boot and ski lines, new ABS avalanche packs and a new transceiver, as well high profile new AT binding collections from the likes of Atomic, Salomon, Fischer and HEAD. Former U.S. downhill and super G ace Daron Rahlves first tweeted about Atomic’s Tracker 16 AT binding, which is also being introduced as the Guardian 16 by Salomon, back in September. Salomon alpine brand manager Jenny Naftulin says the brands used that early outing “to pique everyone's excitement for the introduction of the binding” here at the Show. Both bindings, which are being marketed primarily for their downhill performance, feature a Hike & Ride Switch that can be engaged with a ski pole. HEAD/ Tyrolia’s new Adrenalin is also a 16 DIN binding with an AT option that can also be activated with a flick of a ski pole, and which is also being introduced under the same name by Fischer. Marker, which virtually invented the sidecountry category of bindings when it introduced its Duke and Jester ski bindings five years ago, is offering three new tourable additions, including a new Jester and Jester Pro, and also a brand new 16 DIN Duke, with a Power Frame chassis that is 28 percent wider than the original design. In skis, Black Diamond Equipment unveils nine new models in the Free Tour and Tour collections. The five new skis in the Free Tour line feature rocker and paulownia wood cores, as well as 95 to 125mm waist widths for soft snow performance. In terms of lighter weights and big mountain capability, BD Ski Category Director Thomas Laakso says the new Carbon Megawatt “ought to answer the dreams of a few.” The wider—and lighter—M.O. is resonating with G3, La Sportiva, and Dynafit as well, with the brands respectively unveiling the new powder-seeking Empire (153/127/139), the Hang5 (145/117/135), and the Huascaran (136/115/125), which features rocker in the tip and tail. In boots, Dynafit’s New Free-Touring line features the Vulcan and Mercury, with the former receiving considerable R&D expertise from pro skier Eric Hjorleifson. BD continues its collaboration with Boa in several new series of boots, highlighted by the fourbuckle Quadrant, featuring the dial-a-fit closure for the liner and a rockered rubber outsole. Garmont offers the Delirium as its “Mac Daddy” of backcountry freeride boots, and Scarpa introduces seven new or revised boots, headlined by the big-ski driving Maestrale RS for men and Gea RS for women, as well as the Terminator X for telemark skiing. Another hot category for backcountry here at the Show is the continued rise in popularity of avalanche airbags. Featuring nitrogen canisters that let users instantly inflate the bags like pontoons in their packs to help them float on top of the snow in the event of an avalanche, both DAKINE and The North Face have partnered with ABS Avalanche Airbag Technology to introduce new packs. DAKINE senior product manager Dave Bisset says airbag backpacks “are one of the fastest growing segments of the winter pack market,” and explains that several of the brand’s professional consumers, including guides and patrollers, had been asking for them. Backcountry Access, Inc., is upsizing
▲ Backcountry Access Float 22
▲ Ortovox Zoom beacon F12
▼ SCARPA Maestrale
▼ Dynafit Vulcan Carbon
Top Trends
The
Collection
/ Women’s Ski Boots
New women’s boots climb in performance Hike-ski models increase for women, too.
For 2012-13, new shells, bigger lasts and hike-ski designs are the name of the game for women-specific boots. Aside from several components such as lower cuffs, narrow heel pockets and highly-insulated liners that address the anatomical and physical needs of women, new boot technology crosses gender lines, creating what many manufacturers are calling “a modern interpretation” of boots. These new trends, such as wider lasts, a focus on lateral stiffness over for-aft, and ease-of-use features like hike-ski modes and rubber soles, can benefit women without sacrificing performance. New molds based on successful unisex models grace the boot shelves of the SIA Snow Show, particularly with Dalbello, which adds to its Krypton line with two new technically precise women’s models in the KR2 Series, Kryzma I.D. and Chakra I.D. Both feature a 98mm last using the anatomically-focused Contour 4 Fit Technology. Fischer adds two new hike-ski models for women (called Hybrid) featuring Vacuum Fit Technology, a heat-moldable system for precise shell fit. The newly designed shell of Rossignol’s new Electra Sensor3 90 has a more precise 100mm fit and a reinforced upper cuff. Cuff mobility and hike-ski design address the growing trend of versatility in boots— whether used for hiking to the backcountry or in the base area. “The hike-ski mode and high traction toe and heel make boots very convenient for walking around, and the ability to stand up straight thanks to the hike-ski cuff allows you to save energy,” says Andy Hare, director of product and promotions for Nordica. “Most importantly, these boots perform well on the frontside, but have the versatility to hit the sidecountry.” For this growing category, Nordica introduces the Hell and Back Hike EXP W, with a hike-ski buckle that greatly increases range of motion in the upper cuff. Nordica also unveils three women’s models in its all-new Transfire series, a “relaxed fit” version of its FireArrow group, and adds the F2W to fill out the latter collection. Tecnica’s successful unisex Cochise model serves as inspiration for two new women’s models: the lightweight Cochise W100 and W90, both billed as true alpine boots with interchangeable (DIN and tech) rubber soles and Tecnica’s Mobility Cuff Technology. Lange’s new XT 90 W features the simple but effective Power V-Lock technology, which adds range-of-motion while retaining downhill performance. Atomic’s new back/sidecountry Tracker 110 W has a releasable cuff for mobility, a grippy Skywalk rubber sole and features Atomic’s LiveFit Performance, which addresses the troublesome “sixth toe” area. Salomon, which debuts its Twin Frame and Custom Shell 360° technologies at the Show, offers the Quest Access 55 W, with backbone release Ride and Hike Technology and removable heel and toe DIN pads for hiking. —Krista Crabtree
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▲ Tecnica Cochise W90
SNOW SHOW Daily | Day 3 snewsnet.com
Top Trends
/ Goggles
Goggle designs focus on versatility, helmet integration in new products Eyewear designers offering retailers more features to show, sell on floor. When it comes to goggles sales, which according to SIA grew 21 percent in dollars to comprise 29 percent of the accessory market last year, versatility is driving the bus. “Consumers want them to function better with their helmets,” says Oakley global category manager Andy McSorley, who adds that adaptability, visibility and comfort are the three strongest trends. Companies are also rolling out all the stops when it comes to integrating data storage and display technology. “We’re seeing a big focus on technology,” says Joe Prebich, marketing director for Zeal Optics, which debuts a major upgrade on its MOD technology. With these improvements and more, it’s no wonder goggle sales continue on an upward climb. Anarchy (anarchyeyewear.com) unveils its new Deflekt Goggle ($55), with a multiperformance fog and condensation reduction system, and a dual anti-fog polycarbonate lens with scratch-resistant coating. Anon Optics (anonoptics.com) hits the Show with the new flashy M1 goggle ($219.95), with lens-changing Magna-Tech technology, spherical TRU-V polycarbonate lenses, perimeter channel venting and pivoting flush mount hinge. Arnette (arnette.com) arrives with the new Skylight ($120-$160) available in more than 20 frame and lens color options, and featuring a new ultra-large toric lens design creating optimal field of vision without unnecessary bulk, as well as a Cool Breeze venting system to prevent fogging. Bolle introduces a new series of limited edition, athlete-designed and inspired goggles ($109.99) with graphics designed by athletes Alex “Chumpy” Pullin, Lindsey Jacobellis, Seth Wescott and Chad Otterstrom. Each model comes with a different frame pattern and a dye-sublimated goggle pouch. After a three-year hiatus, Dalbello brings Carrera (dalbellosports.com) back to the U.S. market with a goggle line designed to complement its helmet offerings. The Cliff SPH/SRP ($125-$145) includes Carrera’s patented Seal-Ring Air System (S.A.S) antifog design. The company also debuts the spherical lens Crest ($85-$105), featuring a patented adjustable internal nosepiece; and the Mirage SPH ($90-$110) for women. Dragon (dragonalliance.com) debuts what it calls the market’s first truly frameless goggle in the APX and APXs (20 percent smaller), which come with patented Infinity Lens Technology increasing peripheral vision and ease of lens interchangeability. Says CEO Will Howard. “The whole idea was to reduce the frame without reducing the goggle’s footprint.” Electric Visual (electricvisual.com) charges it up with the new EGB2 ($110), which it touts as having the widest peripheral vision of any cylindrical goggle by streamlining the attributes of its spherical collection Ergonomic Frame Design. It comes with a moldinjected Thermoplastic urethane frame and dual cylindrical lens. Gordini (gordini.com) grasps the goggle situation with its new GASP collection (Gordini Artist Series Project) with Ri-Pel technology, a new transparent coating from Carl Zeiss Vision that’s scratch resistant and repels dirt, oil, dust and water. The technology debuts in three goggle categories—the GLC, Team and GASP ($90). Julbo introduces a women’s line, highlighted by its new Vesta ($180), the first goggle in its line to come with its polarizing/photochromic Falcon or faster-changing (Category 1 to Category 3 in less than 22 seconds) photochromic Zebra Light lens.
▲ Anarchy Deflekt
▲ Dragon APXs gigi
▲ Electric Visual EGB2
▲ Bolle Chad
“The new frame expands the field of vision and improves peripheral vision,” says Salomon product manager Mike Aicher. “For us, that’s what it’s all about.” 22
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K2 Sports (k2skis.com) introduces a new K2-branded goggle collection with two flagship models, the men’s Photokinetic and women’s Captura ($110-$125), both with two mirror options by Carl Zeiss Vision lenses. Native Eyewear (nativeeyewear.com) charges ahead in the lens-swapping trend with its Kicker goggles ($139), which come with GLIDE-LOK interchangeable, spherical/ thermal, polarized lenses to reduce glare and an anti-fog interior coating. Oakley’s (oakley.com) new Seth Morrison Signature Airbrake ($250) features a blue iridium lens, Switchlock lens change technology, rigid front frame with flexible O-Matter rear chassis, and triple-layer polar fleece foam. Optic Nerve (nerveusa.com) unleashes the Boreas goggle ($119), which comes with two interchangeable lenses for everything from bluebird days to blower powder. After a test market in Europe last year, Salomon (salomonsports.com) introduces its goggle line to the U.S., with a proprietary technology focused on more lens and less frame. You’ll see it in the X-Tend ($100-$195), which combines a spherical BNL lens with a unique suspension frame system and patented, fog-preventing airflow system. “The new frame expands the field of vision and improves peripheral vision,” says Salomon product manager Mike Aicher. “For us, that’s what it’s all about.” Scott (scott-sports.com) is also all about increased visibility with its new Off-Grid ($120), the company’s largest spherical lens goggle to date with increased lens and frame size and Scott’s patent-pending Fit System carried over from its motocross line. Smith’s (smithoptics.com) new I/OX goggles ($175-$235) are billed as the biggest, baddest weapon in its interchangeable goggle arsenal. It comes with a new 5X anti-fog lens (hydrophilic, micro-etched surface to absorb and disperse moisture) advertising five times the anti-fog performance of any other material on the market. Other features include a quick-release system for its spherical, carbonic-X lens.
▲ Arnette Skylight
▲ Julbo Vesta
▲ Spy Breast
▲ Oakley Seth
▲ Optic Nerve Boreas
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SPY (spyoptic.com) introduces the Platoon, a technical goggle with a spherical lens and oversized frame for a wide field of vision and comfort. The company also unveils its new SPY + Keep A Breast goggle series, with the Keep A Breast Foundation receiving $3 for every specially branded Zed and Whip MX goggle sold. Uvex (uvexsports.com) is all about matching its lids with an appropriate goggle, rolling out the GGL 9 cx ($199.99), which includes two interchangeable lenses and a Recon-compatible frame; and the new Hypersonic cx goggle ($199.99) with a lens that attaches with four miniature magnets. Zeal Optics’ (zealoptics.com) new Z3 GPS ($549) builds on last year’s Transcend with a built-in global positioning system. New features of the rechargeable lithiumion battery-powered goggle include real-time access to such statistics as speed, altitude, temperature and time. The goggles also come with software for transferring goggle data to computers, and can even play back runs overlaid on 3-D Google Earth. —Eugene Buchanan
(Leather + Color) X 75 yrs = Hestra We continue to perfect the formula...
▲ Gordini GASP Rings
▲ Smith Virtue
▲ Salomon XPRO 12
Skicross Glove ▲ Anon M1
Color That Pops! SIA Booth 2160.
▲ Uvex GGL9
snewsnet.com SNOW SHOW Daily | Day 3
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scan / visit / friend hestragloves.com
Athlete insight
/ Q&A
Halfpipe pioneer Simon Dumont Freeskiing icon weighs in on Olympics, new ski deal, business Simon Dumont of Sunday River, Me., represented the future of freeskiing when he burst onto the national scene as an unknown 14-year-old competitor at the Winter X Games in 2002. His inventive, fearless halfpipe style, loaded with energy and amplitude, brought him the X Games gold in Superpipe in 2004 and 2005, silver in 2007 and 2008, and bronze in 2009 and 2011 (he also won Big Air gold in 2009). Now an elder spokesman for the sport, the U.S. Freeskiing Team member is looking ahead to the 2014 Olympics, getting his business affairs in order, and also finding time to take on new challenges, such as conquering the first ever cubed halfpipe last May. —Andy Bigford Snow Show Daily: The first-ever Olympics for ski halfpipe and slopestyle are on the horizon. From training to qualifying to actually competing, the Olympics can be a mind-bender. How do you plan to keep it all in perspective? Simon Dumont: To be honest, I’m really focused on the events immediately ahead of me right now. This season, I am rekindling my love for skiing and hope to spend some time filming. And then as soon as the Olympics get closer, I’ll hibernate and train my butt off to make sure I’m ready. Simon Dumont says he’s not thinking about the Olympics until the Games get closer.
“The only thing I feel like I’m missing on my resume is an Olympic medal. So, that’s the only major challenge ahead, unless I come up with another crazy idea before 2014.” SSD: After spending your career with Salomon, you signed a three-year agreement with HEAD in the fall. HEAD doesn’t have a large core of freeeride athletes, and is best known for its dominance in racing. What led you to approach HEAD and what sold you on the partnership? SD: I skied a lot of different skis, including HEAD, before signing. I’ve never had that opportunity before. I really liked the company and their products from the get go. The skis I tested were not even tailored to my specifications, and I was super impressed how well they rode right off the rack. HEAD is giving me the potential to create my own line and is really behind me. They have great materials, a great factory, and their skiers have great results. SSD: You did a tour of the HEAD factory, your first visit to a ski production facility. How will you influence HEAD’s design of park and pipe skis? Will you have a signature model? SD: I hope to have a signature line of park, pipe and pow. Obviously, I want to design each line so it skis how I’d like. I’m typically a pretty aggressive skier so I will put each type to the test, making sure each style is durable with the right dimensions. I also really want to push the ski graphics as well. I don’t think there’s been a lot in the market for ski graphics, but with HEAD there are so many possibilities. SSD: You stay very busy with your sponsors, a dozen at last count, from Target to Toyota and Red Bull to Oakley, Nike and Giro. How big is your support group and what do they do for you? How do you interact with your sponsors? SD: I have a huge support group literally from head to toe. My team is amazing. They do everything from drive me to contests to drive me to the airport. I’m fortunate to be surrounded by a team that let’s me just focus on skiing. With Oakley for example, I’ve created my own line for the last few years, and I think that does well. SSD: Tell us about your glove company, Empire. Are you exhibiting here at the SIA Snow Show? SD: We are going to be exhibiting this year. We’ve hired a new management team, diversified our glove line, became iPhone compatible, and opened up new offices in Boulder. All in all, I feel strongly that we are moving in the right direction. Things are fantastic. SSD: You conquered The Cube this past summer, after also setting a world quarterpipe record for airing 35.5 feet out of a 38-foot quarterpipe in 2008. What other sort of new pipe challenges are out there? SD: I think I’ve done a lot in my career. The only thing I feel like I’m missing on my resume is an Olympic medal. So, that’s the only major challenge ahead, unless I come up with another crazy idea before 2014. SSD: There are thousands of retailers attending this SIA Show and they have one question for you: Will you come to their store as part of your sponsorship roles? SD: It all depends. I’m a little busy, but if I can do it scheduling wise, I’m happy to help.
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Supplier Insight
/ Q&A
Hans Dyhrman Of Lazer Sport From bikes to boards: Lazer pedals into snow sports market.
Travis Tomczak of Salomon
Comfort meets style in new helmet trends.
SIA Snow Show newcomer Lazer is making the jump from the bike category to snow sports with a line of nine new helmet models, while Salomon introduces an entire new helmet line here at the Show with the Prophet. Snow Show Daily caught up with executives from both brands, including Lazer marketing director Hans Dyhrman and Salomon alpine product coordinator Travis Tomczak to find out what they expect from the show, and their forecasts for the helmet market. —Eugene Buchanan Snow Show Daily: Why the penetration into the snow sports market? Hans Dyhrman: We have a 90-year history starting first with motorcycle helmets. During that time there have been only two product line extensions: bike helmets in 1948, and now snow helmets in 2012. It’s obvious we don’t jump into things as a fad or for short-term gains. The plans to get into the snow market have been in the works for the past three years and the owner is both a passionate skier and snowboarder. With the growing success of the bike helmet business, and the similarities between the consumers, dealers and the products, the addition of snow sports helmets is a logical step as we continue our growth. SSD: Any correlations between biking and snow sports? HD: There are a number of them, on multiple levels. According to SIA’s 2011 Snow Sports Participation Study, close to half of snow sports participants are also road or mountain bikers. This crossover audience also pulls into some of the same dealers that switch to bike for the summer. Even though we can’t target them the same, we are in many cases talking to the same customers. There are also product correlations. Despite a road bike and snow helmet looking different, the basic building blocks of an EPS liner and plastic shell are the same, which allows us to build on our experience for both products. SSD:Does the bike background give you a competitive edge? HD: Certainly Lazer isn’t the only snow helmet company that also has a line of bike helmets. But there are a number of technologies that tie between the categories that set ours apart. The two most important are our Rollsys fit system and research we’ve done in ventilation. Hans Dyhrman
“It’s obvious that we don’t jump into things as a fad or for short-term gains.”
Tk caption
Travis Tomczak
Snow Show Daily: What’s the driving force behind helmet design these days? Travis Tomczak: The end goal is to provide premium comfort and style with optimum safety. Fit, features and function are the driving forces behind design and product development to meet this goal. For us, we’ve addressed this with fit innovations like Custom Air for personalized fit; the creation of new ventilation stories such as TCS (Thermo Control System), which provide body temperature control in any condition; and new hybrid constructions to provide the lightest weight, better ventilation control and durability, as found in the new Prophet Custom Air.
SSD: Is the recent emphasis on concussion protection spurring new impact-resistance and protection technology? TT: As new information and statistics develop from concussion and head injury studies, this certainly drives innovations in materials to meet and raise safety standards. SSD: What are your thoughts on the pending helmet-regulation efforts throughout the country? TT: I’ll always support anything that helps people participate safely in the sport we all love. As far as legislation goes, I’ll leave that for someone else to decide. SSD: Are all of these new designs putting increased pressure on retailers? How many more SKUs can retailers handle in the category? TT: Consumer demand for new styles and innovative product definitely creates increased pressure for retailers. We’re trying to provide the best product at a competitive price for the end user. Every retailer is different and SKU management is something that all businesses have to consider and decide what is right for their market. SSD: What advances are surfacing in things like goggle integration and airflow? TT: The helmet-goggle integration story has evolved for us in innovations like Airflow and TCS technologies, in both helmets and goggles that are designed to work together by creating low-pressure zones to pull moisture away from the lens and keep fog away. But it also comes into play in fit, making sure that the two pieces fit in harmony and don’t create the dreaded “gaper gap.” Thirdly, cosmetics are also an important role— making sure that colors and graphics match while being worn together. SSD: How would you rank helmets in overall importance in terms of accessory sales? TT: The helmet market has matured and has become its own category. With the majority of skiers now wearing helmets, it has moved into the number one spot in the protective category.
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Cover Story
/ Freestyle Rising
Urban Assault: New energy emerges as riders take it to the streets From the Olympics to uptown, off-hill riding is set to explode.
Mountain High’s giant jib park.
ever-larger swaths of terrain parks into urban streetscapes with replications of Los Angeles handrails and Pittsburgh steps, complete with street lamps, planter boxes and concrete curbs. Michael Berry, the president of the National Ski Areas Association, whose mission is to forge lifetime skiers and snowboarders, says the crucial link is connecting the kids who relish a renegade rail slide with mountain resorts and the snow sport lifestyle. It’s one thing to bring the snowy shred to the city with one-time Big Air events or eight-week urban rail yards, it’s a whole new challenge to bring the city masses to the mountains. The spark is there, but in order to convert an urban shredder to a lifelong participant, the flame needs tending. “How do you get from the rails to the hill and who is the mentor for that? That connection is the critical link from a ski area’s perspective,” Berry says. “This has been part of the industry dilemma for years. No one is unaware of skiing and snowboarding. Even the most urban dude is well aware of both sports. But what we need is a mechanism for delivery. Not just one time, but over the course of a season.” In some ways, the snowy urban movement mirrors the mainstream emergence of big mountain skiing and snowboarding a decade ago. Spurred by videos of brazen athletes charging down daunting and remote slopes, the big mountain scene eventually prodded resorts to open up formerly forbidden sidecountry terrain, ski and snowboard makers to forge powder-centric rides, and softgoods manufacturers to explore technical mountaineering designs. Could urban—with its saggy-panted athletes spinning monstrous tricks over concrete and steel, be the next big mountain? Obviously, the biggest difference is accessibility. Kids who have never seen any moun-
“A lot of people thought the urban thing was going to be short-lived but we keep seeing more interest. We’ve come a long way since parks were shoved into remote corners.” rockered snowboards, a design that will soon be part of just about every snowboard sold. It simply might be too early to gauge the impact of urban skiing and snowboarding. “Is it moving the needle, I don’t know,” says Davis, noting that park-and-pipe participation climbed to 12.3 percent in 2009-10, up from 8.3 percent the previous season but very close to the 2007-08 participation percentage. “Loosely there can be a trend there, but quantitatively it’s tough to pin down. What did the Supreme Court say about pornography? ‘I know it when I see it.’ Well, I sense it for sure but I can’t see it in the numbers yet.” Still, just months after snowboard and skiing slopestyle were tapped for the 2014 Winter Olympic Games, the influence of urban riding is undeniably swelling. Parks like Denver’s Ruby Hill Rail Yard, now in its fifth year of offering free rentals and jibs, draw hundreds of skiers and snowboarders every winter weekend. Resorts like Southern California’s Mountain High and Big Bear, and Pennsylvania’s Seven Springs are converting
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Photos by (clockwise from left) Mountain High; uSSA/Steven Korneich; “All.I.Can”/sherpas cinema; Lauren Loberg/U.S. Snowboarding
When Sherpas Cinema released the urban ski scene from its All.I.Can. movie on the web in early December, the movie makers had no clue they had ignited one of the biggest explosions in snow sports film history. But the gritty segment of skier J.P. Auclair backflipping hedges, grinding gravel and gapping alleys in the shadow of a belching zinc smelter in Trail, B.C., became the most heralded ski movie segment of the year, harvesting 200,000 views in the first 48 hours and more than a million in the first three weeks. “It ended up being a good marketing move, but we had no idea,” says Sherpas director Eric Crosland. “It essentially gave our movie a second release. It was on Good Morning America and it went all over the place. We were floored by the response.” Urban skiing and snowboarding seems to be sneaking up on everyone. Suddenly Olympic, the youthful sport of spinning down handrails, tracing edges across walls and floating over staircases is moving away from the cop-skirting dark of night and into a newfound limelight. The unanticipated embrace of skiing and snowboarding’s abruptly legitimized urban movement is poised to stir mighty shifts in snow sports’ retail, manufacturing and resort industries. The exact magnitude of those shifts remains unknown. One looming question, for instance, is whether the popularity of slipping down handrails and flipping over staircases in city parks and schoolyards will translate into resorts selling more lift tickets and leading more kids from the cities to the slopes. SIA data for twin tip skis—which are virtually ubiquitous these days—are climbing in the early season this winter, but that isn’t a solid indicator that urban skiing is fueling a surge in snow sports sales, according to SIA Director of Research Kelly Davis. Ditto for
Olympic Bound: Ashley Battersby is spinning towards the 2014 Winter Games.
J.P. Auclair in the urban ski segment of Sherpas Cinema’s All.I.Can.
tain—forget big—can get into the The 2011 Dew Tour Finals rail-sliding game. Born from the at Snowbasin, Utah. free-spirited vibe of the skatepark, urban riding does not draw from skiing’s history or mountain culture. It’s a rare blending of steel, concrete and snow with the rulebreaking ardor of skateboarding and surfing. With the growth of parks like Denver’s Ruby Hill Rail Yard, skiing and snowboarding has become accessible to millions. Just as city kids hop on a bike or a skateboard after school, they can now do the same with skis and snowboards. “It’s something kids can look at and access. And learning how to ride pipes and hit big jumps is just as challenging as anything else out there,” says Brad Farmer, the youth marketing force behind Southern California’s wildly popular Big Bear and Mountain High ski areas. “A lot of people thought the urban thing was going to be short-lived but we keep seeing more interest. We’ve come a long way since parks were shoved into remote corners. Now the park is front and center, a major element of the resort’s overall product. It’s high energy, it’s cool to watch and resorts are realizing it’s a strong revenue source.” On the manufacturing side, the urban trend will likely trigger new designs. The North Face, which is outfitting the 2014 U.S. Freeskiing Team, sees the Olympics as an opportunity to elevate its brand among the new generation of urbanized freeskiers and snowboarders. Traditionally the company’s apparel has been oriented toward mountaineering athletes with lighter, minimalist designs built for layering, but The North Face’s newest lines are burlier, baggier and suited for both powder and rail riding—a style dictated by the athletes themselves. “Everything comes primarily from our athletes’ needs,” says The North Face brand manager Nate Bosshard. “We are not necessarily making urban products as much as really durable products that work well in all environments.” According to Bosshard, the newer line of freeskiing and snowboarding apparel “has a little more going on” than the brand’s alpinist wear, with a looser fit, internal pockets, insulation and blocky, bright colors. The new designs could appeal to the masses outside snowsports, much like The North Face’s puffy down jacket became a staple garment for young urbanites a few years back. But Bosshard says the company isn’t chasing that Holy Grail of crossover clothing. “We are making activity-specific products and if mainstream people gravitate toward
that, great, but we don’t go out and market to people who don’t ski and snowboard. It never works if you market the reverse way,” Brosshard says. The urban influence on hardgoods is slowly emerging as well. While snowboard makers are sticking with the nearly ubiquitous rockered design, ski manufacturers could see expanding demand for skinnier skis, an about-face to the ever-fattening trend of recent years. It took Line Skis nearly four years to develop its best selling park ski, the Afterbang. The ski’s seven-ply maple core is built like a skateboard deck and designed to withstand the abuse of urban riding. And, it’s one of Line’s skinniest rides, at 88 millimeters underfoot. “This urban movement is going to justify carrying narrower skis and … it’s going to push weight as a factor in ski design,” says Line Skis founder Jason Levinthal. “I think the 85mm-to-90mm ski will suddenly be the magic ski for this discipline and we will start seeing skinny being more acceptable.” But even more important, says Levinthal, is the legitimacy that the skatepark-sparked urban ski movement will soon get. Levinthal anchored his company 17 years ago on the success of freeskiing and he’s poised to reap the benefits of his early-in wager. “A lot of traditional skiers maybe never thought of this as real skiing and they weren’t going to out and buy their kids these types of park skis,” he says. “But now they’ll see it in the Olympics and they’ll say, ‘Hey, this is a legitimate sport.’ Their kids will say ‘Dad, I want a park ski so I can aim for the Olympics.’” — Jason Blevins
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By the Numbers
/ Banking on the Future
Youth Rising
From parks to cross-country trails, young customers represent the future.
ing, with boys dominating participation. ›› The only youth apparel item that outsells adults is alpine suits. ›› Specialty shops bring in the most youth snow sport sales, accounting for $191 million. ›› Youth ski systems were up 15 percent in 2010-11. ›› Despite the decline of snowboard sales overall, freeride boards were up 38 percent in sales. ›› 739,000 kids participated in cross-country skiing last season. ›› Girl’s snowshoe popularity grew last season, translating to a 114 percent increase in girl’s snowshoe sales. ›› With high safety concerns for the youth market, helmet sales continued to increase; up 17 percent in unit sales last season.
$3,000,000,000 $2,500,000,000 $2,000,000,000 $1,500,000,000 $1,000,000,000 $500,000,000 $0 Chain
Speciality
Internet
All Stores
Adult
$520,144,001
$1,735,050,510
$573,366,848
$2,828,561,358
Junior
$57,422,132
$191,576,976
$47,194,491
$296,193,598
Source: 2011 SIA Youth Snow Sports Intelligence Report Descriptive Executive Summary
Alpine Youth Units Sold 120,000 100,000 units Sold
›› The most popular snow sport for kids is snowboard-
Where They Buy
Dollars Sold
The youth market enjoyed a 15 percent increase in sales for 2010-11, according to the 2011 SIA Youth Snow Sports Intelligence Report, and that’s good news. The earlier they start, the better the chances they will ski and ride as adults. They’re also open to any form of sliding and to crossing over between skiing and snowboarding.
80,000 60,000 40,000 20,000 0 All Alpine Skis
Alpine Boots
Alpine Bindings
Alpine Poles
2007/2008
97,204
109,610
71,030
68,111
2008/2009
90,479
110,835
60,194
56,538
2009/2010
84,955
98,067
52,476
55,103
2010/2011
86,039
107,643
53,650
57,646
Snowboard Youth Units Sold 30,000 units Sold
25,000 20,000 15,000 10,000 5,000 0
Terrain Parks are everywhere
94 percent of alpine ski and snowboard resorts offer terrain parks, according to the 2011 NSAA Kottke End of Season Report. Additionally, 25 percent have halfpipes, 17 percent have superpipes, and 20 percent have other special terrain features.
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SNOW SHOW Daily | Day 3 snewsnet.com
All Mountain Boards
Freeride Boots
Freestyle Boards
Freeride/Freestyle Boards
2007/2008
22,408
10,001
16,706
418
2008/2009
24,823
5,241
11,212
70
2009/2010
24,828
3,830
12,315
0
2010/2011
21,922
5,273
10,645
7
Source: 2011 SIA Youth Snow Sports Intelligence Report Descriptive Executive Summary
Apparel Youth Units Sold Alpine Tops 61% Alpine Bottoms 19% Snowboard Apparel 12% Alpine Suits 4% Other Apparel 4%
Photos by (From left) courtesy of mountain high; Alex Obrien
Source: 2011 SIA Youth Snow Sports Intelligence Report Descriptive Executive Summary
Winter is a terrible thing to waste.
The all-new 2012 Subaru Impreza. Made to help you make the most of winter. Symmetrical All-Wheel Drive and 36 mpg* put any destination within reach. Stability and traction control keep you on course. It turns winter into the best season of the year. Experience love that lasts. Love. It’s what makes a Subaru, a Subaru.
Impreza . Well-equipped at $17,495 ®
†
*EPA-estimated hwy fuel economy for 2012 Subaru Impreza 2.0i CVT models. Actual mileage may vary. †MSRP excludes destination and delivery charges, tax, title and registration fees. Dealer sets actual price. 2012 Impreza 2.0i Premium 5-door pictured has an MSRP of $21,295. Vehicle shown with accessory crossbar set-fixed and ski attachment.
Top Trends
/ new exhibitors
G-Shock, DWD Snowboards, Kali
About 100 brands, from emerging to established, hit the SIA Snow Show floor this week as New Exhibitors. Here are three of the newcomers and their stories. G-Shock: Watch out Casio keeps time with fashion, function G-Shock watchmakers are confident that adding function to bling is a winning combination. In fact, for almost 30 years, the brand has proved it. Dave Johnson, senior general manager of the Casio Timepiece division, says their collection “will fit an outdoor, rugged lifestyle, and also, it (has) that fashion element. There’s just nothing else.” Made by Casio, the G-Shock has been around since 1983, and it’s always been inspired by a “Triple 10” development concept. The first designers set out to create a watch that could withstand a 10-meter freefall, 10-bar water pressure and contain a battery with a 10-year lifespan. Today, the G-Shock still boasts the same durability, but newer versions have a few added bells and whistles, like thermometers, altimeters, digital compasses and Bluetooth technology. “G-shock has a legitimate legacy,” Johnson says. “There’s a true spirit behind the brand that is absolute toughness.” Despite gloomy forecasts that the watch was “deader than a doornail,” says Mike Princiotto of G-Shock’s marketing department, the added functions G-Shock puts into their watches make it a necessary accessory. Johnson says that all different types of people are gravitating toward the G-Shock and the outdoor industry is no exception. “It’s made with this type of lifestyle in mind,” he says. “That inspired the creation of this product.” gshock.com; Booth #511
DWD Snowboards: Evolve or die Company sparks conversation with five models Sean Genovese has great expectations for Dinosaurs Will Die Snowboards’ SIA Snow Show debut. Why is the brand making an appearance? “For full global takeover,” he says with a laugh. Back in 2005, Genovese, Jeff Keenan and Chris Larson decided to pool their snowboarding experience into a new and boldly named brand. “Like any other creative person on a snowboard, (we had) tons of ideas and just wanted to take it to the next level,” Genovese said. “We took the next step, and DWD is the result.” Now DWD boasts a five-board quiver, all of which feature sandwich construction, full-wrap metal edges and stainless inserts. Their reverse camber rail rider, the Rat, grabs its graphics from a well-known children’s author. “The Rat rhymed with Cat in the Hat,” Genovese says. Hence the board’s Dr. Seuss-themed design. As for the DWD name itself, its significance is twofold. Genovese points out that like the animal world, “If you don’t evolve, and you don’t change and do things differently, then you’re going to go extinct.” In addition to the prediction of how snowboarding’s popularity is expected to somehow render skiing a thing of the past, Genovese says, “It’s long. It’s probably the longest name in snowboarding, and it sparks conversation.” dinosaurswilldie.com; Booth #910
Kali’s cold fusion New helmet tech leaves no room for air-er Kali Protectives brings innovative helmet technology to the market so that those who wear the headgear can ride or ski harder. “Think about the average rider. They’re always trying to progress,” Mike Wilson, one of Kali’s three founders, says. “At Kali Protectives, our mentality has always been that there are technologies that can push sport.” The brand began in early 2008, the dream of Brad Waldron, an aerospace composites engineer who has worked for both military aircraft manufacturer Northrop Grumman and Specialized Bicycle Components. Waldron recruited David Assyag, who then managed complete helmet product lines for Scott USA, and Wilson, who was at Salomon. “We’re all passionate about making products and making products better,” Wilson says. “Riders see what we’re doing … and they believe if they’re going to ride for a long time … they need the best gear.” Kali’s initial target was the off-road motorcycle market, and now brings its patented Composite Fusion and Composite Fusion Plus to the SIA Snow Show. Because Composite Fusion’s Expanded PolyStyrene (EPS) foam is directly fused with the helmet’s exterior shell, no glue or tape is required. This also means no gaps, so that “when you hit the ground, the shock immediately transfers from the shell to the foam, dissipating the energy,” Wilson says. The Plus is the next progression, incorporating pyramids of varying foam densities inside the EPS/Shell connection. When an impact occurs and energy moves from the shell to the foam, the pyramids break down first, directing the energy sideways within the foam, instead of straight into the head. kaliprotectives.com; Booth #4213 —Coutney Holden
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SNOW SHOW Daily | Day 3 snewsnet.com
Show News
/ At the Show
It’s all about the label FDA regulations mean revised sunscreen specs. As of June 18, 2012, SIA Snow Show exhibitors promoting sun protection skin care lines will cater to new Food and Drug Administration sunscreen labeling regulations. These mandatory specifications—which include UVA and UVB broad spectrum designation, skin cancer prevention and water resistant claims and marketing term restrictions—ensure consistent descriptions. “The real goal of the FDA right now is to make the whole sunscreen market equal, the same from brand to brand so it’s not confusing to the consumers,” says David Lawrence, owner and founder of Joshua Tree Skin Care. “It’s a lot more scientific now.” Skiers and boarders likely know sun exposure causes skin aging and potentially skin cancer, but perhaps not the extent of that damage. On bluebird days, the snow reflects 90 percent of the Mandatory gear for sun, so exposed skin gets skiers and riders. doubly impacted. “What they don’t realize,” says David Erickson, president of Rocky Mountain Sunscreen, “(is that) you’re standing on a mirror.” Chief of Dermatology at the Veterans Affairs Medical Center, Robert Dellavalle, who was brought to the Show by Rocky Mountain Sunscreen, says the requirements have been a long time coming. “We’re pretty much falling into line with what Europe has been doing for years,” he says. Of course new labels mean new packaging. “For every company out there it’s an expense,” says Betty Jordan, sales manager for Kiss My Face. —Courtney Holden
They Say It’s Your Birthday Photo by morgan varon
Armada turns 10 with new growth, skis.
At its “Mustache Bash” Thursday night to celebrate its 10th anniversary, Armada flashed back to its early years. “That’s the first party we ever threw,” says president Hans Smith. “We can all grow them a little better now.” The company has grown along with its followers’ facial hair. In just its fourth year in the outerwear market, it recently signed Gore-tex as a new apparel partner, which Smith says “is testament that what we’re doing is drawing some attention.” It’s also rolling the original graphic of its first AR5 ski into its new AR7, which joins three other new models for 2012/’13. “You have to be humble in this industry,” says a mustachioed Smith. “You can’t rest on your laurels.” —Eugene Buchanan
snewsnet.com SNOW SHOW Daily | Day 3
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HELMETBANDITS_DAY4.pdf
1/4/12
6:49:15 PM
Spotlight
/ TOp Retailers and Reps
America’s Top Retailers & Reps Every year, SIA honors reps and retailers who stand out from the crowd with its SnowSports Rep and Retailer of the Year Awards, recognizing those on the front line who go beyond the call of duty in increasing snow sports sales and growing participation. Rep accolades are culled from more than 800 nominations from leading retailers across North America, while retailer awards are selected by suppliers and reps and chosen for their contribution to the growth of snow sports, promotional and marketing techniques, and overall success. Each day of the SIA Snow Show, Snow Show Daily takes a closer look at four of this year’s winners in each category. Retailer of the Year:
Sun & Ski Sports (plus Ski Chalet/Ski Stop) With 28 stores in 13 states, including 24 Sun & Ski Sports, three Ski Chalets and one Ski Stop, Retail Concepts has the retail scene pretty much wired. “It’s not magic,” says Steve Rath, the enterprise’s coCEO and co-owner, along with founder Barry Goldware and Frank Stanley. “It’s offering the best assortment of goods and providing premium service to the customer. It’s service that differentiates you as a specialty retailer.” If anyone knows this, it’s Rath, who joined Sun & Ski
in 2001 after a stint with retail giant Oshman’s Sporting Goods in Houston. The company sticks to an old concept—do a few things, but do them better than anybody else—allowing it to offer small store service and feel with big store pricing. “There are definitely economies of having multiple locations,” says Rath. “But you still have to do the job of a specialty retailer, and that’s service.” While many of the same brands are carried in different stores, regional differences surface as far as what sells best where. And every store merchandises its wares differently, tailoring them for their own market. The company also employs regional grassroots coordinators who interface with the stores’ communities to host fundraisers and
work with clubs. Since its founding in 1980, Sun & Ski Sports stores have stocked merchandise in only five categories—ski (snow and water), bicycling, skating, running and camping, a focused approach that contrasts with that of megastores with little commitment to service. Rath says that the last two years “have been very good” at its brick-andmortar outlets and that its e-commerce business, handled out of Houston with its own inventory buy, is also growing. Rath says that the strict focus on product carries over to personnel, where another operations tenet is to always hire the best quality staff possible, and especially people who know and love the sport. “Salespeople who are enthusiasts know how to analyze a customer’s needs and get them the right product,” he says. Manufacturers, he adds, are also doing their part on the product front. “They’re giving our sales associates something to talk about and customers a reason to buy,” he says. And while improved products are making the game easier, retailing itself, and getting those products into customers’ hands, remains very much the same. “Retailing hasn’t changed,” he says. “You still have to win over one customer at a time. It’s no different than it’s always been.”
Sun & Ski Sports
ReP of the Year:
Kent Fried
Brands: Atomic, Hestra Gloves, Lorpen North America, Sun Valley Ski Tools Dealing with ski shops is in Kent Fried’s blood— which helps explain why 2011 marks the third year he has won SIA’s Rep of the Year award. “I’ve been around ski shops ever since I was two years old,” Kent Fried says Fried, whose aunt and uncle ran a series of ski shops in his hometown of Allen, Pa. “I pretty much grew up in them.” A former freestyle competitor specializing in acroskiing (“What else do you do in Pennsylvania?” he says), he spent much of his early years helping other reps at everything from ski shows to resort demos. That’s when it hit him that he might as well make a living at it himself. “I realized that if I’m using all my vacation time to do something, I should do that for a living,” he says. After a brief foray in the automobile industry, he began repping helmets part time in 2001 before becoming a fulltime independent rep in 2003. And during his last eight years in the trenches he’s learned a few tricks of the trade.
“Whether they’re big or small, I treat everyone like an important dealer,” he says. “And I always do what’s right, even if it costs me.” That sort of integrity goes a long wayThe with dealers who SIA Awards are continually getting squeezed on both ends. Fried realhonor the best. izes that he needs to take care of them,industry’s no matter what. “If they have a problem and I can’t get something solved with the manufacturer, then I’ll take care of it myself,” he says. “That’s just what you have to do.” He also says that as budgets have gotten tighter from manufacturers, reps are feeling the pressure more than they used to. At the same time, he also says the brands he works with are doing what they can with whatever resources they have. “There’s definitely more pressure to sell from manufacturers and you can’t blame them,” he says. “But you also have to look out for the dealer.” The key, he adds is getting a solid grasp of what the dealer wants and needs and working from there. “If dealers are clear with their expectations then it’s easy to meet their needs,” he says. Fried goes out of his way to visit each of his dealers once a year and usually tries to hit them even more often. He says it’s all part of a lifestyle he’s been familiar with since childhood, and that he looks forward to each morning. “I love my job,” he says, “and am grateful to everyone I work with—especially since this is the third time I’ve won the award.” —Eugene Buchanan
1800-770-8750 - Johna@rocesusa.com - SIA Denver Show - Booth # 4174 Untitled-2 1
1/14/10 1:54:34 PM
A lift for your business
Consumer programs grow participation in snow sports.
WINTER FEELS GOOD promotes the health, fitness & social benefits of snow sports by reaching out to parents, teachers & community leaders.
winterfeelsgood.com
WINTER TRAILS DAY introduces first-timers to snow sports by offering free snowshoeing & cross country skiing at about 100 locations nationwide.
wintertrails.org
LEARN TO SKI & SNOWBOARD MONTH promotes special learn-to-ski & snowboard packages at ski areas in 32 states nationwide. skiandsnowboardmonth.org
SNOW SPORTS INSIDERS is an online consumer research survey system devoted to understanding the consumer of winter sports products. snowsportspanel.com
these are SIA Initiatives or SIA-affiliated Programs. SNOWSPORTS INDUSTRIES AMERICA/SIA
CALL 703.556.9020 FOR MORE INFO
FOUNDATION
01.26 - 29, 2012
COLORADO CONVENTION CENTER, DENVER, CO ON-SNOW DEMO / SKI-RIDE FEST: 01.30 - 31, 2012 WINTER PARK RESORT/DEVIL’S THUMB RANCH, CO
At the Show
/ Who & Where
Exhibitor List Company
Booth #
10th Mountain Division Foundation, Inc.................. LL 180s LLC...............................1555 1Love.org.............................. 206 241.......................................... 319 32 Degrees LLC................... 658 3point5.com.........................2529 4FRNT Skis, LLC.................4233 5150 Snowboards.............3914 540 Snowboards.................. 702 686..........................................3213 AAS - Anomaly Action Sports Inc.........................3935 ACADEMY Snowboard Co................3713 Active Helmets...................3166 Active Youth Alliance.......4503 adidas Outdoor.................1166 Advanced Racking Systems.............................4346 Aerial 7.................................. 912 AFRC-Outdoor Gear, Inc............................2755 Airblaster..............................3912 Alpina Sports Corp............2774 Alpine Valet™....................3358 AMATERRACE Inc.............. 333 Ambler..................................... 747 American Paper and Plastic Co................. 573 Anakie Outerwear............. 419 Analog Clothing.................2913 Anarchy Eyewear..............1311 Anon Optics.........................1918 Apex Sports Group LLC...3890 Arbor......................................1619 Arc’teryx Equipment Inc...1339 Arctix......................................2468 Armada..................................4229 Arnette................................3607 ARVA...................................4579 Ashbury Eyewear................ 517 Aspire Brands LLC............... 745 Astis Mittens.......................2566 Athalon Sportgear, Inc.....4261 Atlas Snow-Shoe Co.........3832 Atomic USA, Inc....4055/4155 Auclair Sports, Inc.............1355 AYG-All Year Gear...........2347 Backcountry Access, Inc........................3378 Backcountry Experience.......................4506 Backshop + Rental + Uniform...........4677 Backside Clothing Company........................4308 Bailo.....................................1361 Banshee Bungee.................. 510 Bataleon................................2208 Bearded Apparel................ 421 BEARPAW............................1032 Bergans of Norway............. 758 Bern Unlimited Inc............2119 Betty Rides............................. 317 Billabong USA.....................3619 Black Diamond Equipment Ltd................3428 Black Diamond Sportswear........................ 742 Blizzard Sport.....................3778 Bluebird Social Zone.......... 303 Board Retailers Association (BRA).........1714 Boardkor...............................1816 Bogs Footwear...................... 948 Bolle’......................................... 528 Bon Hiver Inc.....................2107 Bonfire Snowboarding Company..........................2902 Bonnier Mountain Group.................................3751 Booster Strap......................3472 Boulder Gear.......................2755 Bounceboards, LLC............ 214 brandbase Inc........................ 328 Brandwise.............................3745 Bridgedale............................3365 Briko.......................................3560 Buff Inc.................................... 311 BULA......................................1028 Burnstreet............................ 305 Burton Snowboards.......1913/2513 Buzrun Snowboards........... 702 C3.............................................2919
40
Company
Booth #
Camtrol.................................... 316 Canada Goose....................... 536 CandyGrind ........................1108 CAPiTA Snowboarding....3219 Capix.......................................3702 Carrera..................................4274 Causwell................................3837 Celerant Technology Corporation....................... 938 CelsiusSnow USA, Inc......1715 CenterStone Technologies, Inc...........1964 CEP Compression Sportswear...................... 664 Chaos......................................2456 Cheetah Factory Racing (CFR)..................1908 Chill.................................... UL-25 Chuckbuddies...................2921 COAL Headwear................2919 ColdDist LLC.......................2319 COLDPRUF Base Layer.... 746 Colorado Ski & Snowboard Museum/Hall of Fame......LL Colorado Ski Country USA...................1747 Colorado Ski Country USA Central Lounge & Food Court.......................2132 Concrete Wave.................1810 Contour.................................4528 Contract Snowboards...... 314 COREUPT.COM.................4231 CoVelo Clothing Inc..........1163 Crash Pads............................2156 crazeeHeads inc................... 946 Crescent Moon Snowshoes.......................3733 Croakies................................1136 CSA - Leggett & Platt.......4135 CTR (Chaos Thermal Regulation)......................2456 Cushe Footwear...............1350 CW-X, Wacoal Sports Science Corp...................2941 DAKINE.................................2519 Dalbello Sports LLC..........4177 Dale of Norway, Inc............. 773 Darn Tough Vermont......2290 DC Shoes, Inc......................2102 Deeluxe...............................3920 Demon Snow.......................2209 Dermatone...........................3174 Descente North America, Inc....................... 345 Devils Thumb Ranch.......... 371 Dinosaurs Will Die Snowboards..................... 910 Discrete Headwear...........3267 DNA.......................................... 345 Dot Dash.............................1110 Double Diamond Sportswear........................ 742 DownUnders Footbeds...4240 DPS SKIS...............................2962 Dragon Alliance..................1519 Drake......................................3202 Dregs Distribution/ Indoboard........................2219 Drop MFG............................3034 DRYGUY LLC......................2453 Dye Precision...................... 515 Dynafit and Salewa...........3164 Dynastar Skis......................3770 EC3D Sports........................ 950 Echelon Snowboards......4207 Eggbar-Vise, LLC................3948 Eider........................................1039 EIRA........................................4624 Eisbar USA.............................. 947 Elan Blanc.............................1749 Elan Skis................................2774 Electric Visual....................... 619 ELM CO.................................1511 EMSCO Group....................2150 Endeavor/Air Hole............. 908 Entity Tall Tees..................4211 EORA - Eastern Outdoor Reps Assn....UL-20 Epic Pass.................................. 766 Erica Molinari...................... 564 Erik SportsWhiteWoods..................3576 Erin Snow..............................1263 Eurosocks International... 934 EVEREST AMERICA........... 669
SNOW SHOW Daily | Day 3 snewsnet.com
Company
*Subject to change
Booth #
EWSRA - Eastern Winter Sports Reps Assn.........UL-20 Expand A Sign USA...........4210 Faction Skis..........................4237 Fast Strap..............................3266 FATE Clothing....................... 969 Fat-ypus Skis.......................3361 FedEx/FedEx Office..........4619 Fera International Corp....1168 Firehouse LLC....................... 513 Fischer Skis US...................4568 Fits Sock Co.........................2464 Five Seasons........................1735 Flow Sport Inc/ Flow Snowboarding.....2921 Flux Binding Systems.......3716 FlyLow Gear........................3169 Footbalance System Inc........................ 223 Forum....................................... 919 Foursquare............................. 919 Fox 40 International Inc............3471 Fox River Mills, Inc............2564 Frends....................................1717 FTWO Snowboards........... 702 Fuel Clothing.......................1312 Full Tilt Boots......................3858 Function..............................4576 Fuse Optics.......................... 215 G3 Genuine Guide Gear Inc...............3565 Gabel Sports Group (North America) Inc.....3560 Garmont NA, Inc................3365 Geiger of Austria Inc........1775 GES Service Desk...................UL GHEEK...................................2940 Girl Powder, Inc................1608 Giro Sport Design..............3728 Glowboardz, LLC................ 512 GNU........................................1307 Goldwin.................................1733 GOODE Ski Technologies...................3356 GoPro....................................... 319 Gordini USA, Inc.................2834 Gorski Group.....................1258 Grabber Inc..........................4161 Grace Folly........................... 558 Grandoe................................2836 Grangers...............................3567 Grateful Outdoor Service (G.O.S.)............... 213 Grenade Inc.........................3907 G-Shock................................. 511 H2O Outdoor Gear..........4313 Halti Oy................................. 565 Happy Goat Lucky.............1558 Hart Ski Corporation.......2971 Head Wintersports...........3155 Heat Factory Inc................2791 Hell is for Heroes...............1564 Helly Hansen (US) Inc......1755 Helmet Band-ITS..............2451 HESTRA GLOVES, LLC..................2160 High Sierra Sport Co........3747 High Society Freeride Company LLC.................3917 Highgear................................3567 Highland Trading Company/Sportube......2890 Holden...................................3419 Holmenkol.US.....................4357 hOme Swiss Watches.....3015 Homeschool Snowboarding................3211 HootieBrown Designs, LLC..................1466 Horizon Agency, Inc Outdoor Sports Insurance..........................2790 Hot Chillys............................3350 Hotfingers Gloves.............1776 Hotronic USA, Inc..............3355 House of Marley................. 703 i.N.i. Cooperative............... 206 Icebreaker USA.................... 542 Icelandic Design................... 559 Icelantic Skis........................3368 Impact Canopies USA......1962 Implus Corporation..........3567 INA International, Ltd..........................3502/3702 Information Booth..............LL-2
Company
Booth #
ISHA - International Skiing History Assn............LL Itasca Footwear by C.O. Lynch Enterprises........... 734 Jacob Ash/Schuessler........ 750 Jambu.................................... 593 Jones Snowboards............2910 Joshua Tree Skin Care...... 591 Joystick..................................3837 K2 Skis......................3929/3933 K2 Snowboarding..............3922 Kali Protectives................4213 Kamik div of Genfoot America............. 570 Karbon..................................... 175 Karvena Helmets and Goggles..................... 314 Kastle GmbH.......................3775 KD Kanopy, Inc.................4164 Khombu.................................1373 Killtec NA Inc......................2168 Killy.........................................1042 Kiss My Face LLC...............1490 KJUS USA............................... 576 KLINT.....................................4339 KneeBinding, Inc................3570 Kombi Ltd.............................3050 Komperdell..........................3773 Krimson Klover..................1348 Kuhl Clothing......................2164 Kulkea, LLC........................3675 KUUsport Mfg. Ltd...........4163 KVZ Sports, LLC.................1035 Kwik Tek, Inc........................3847 La Sportiva N.A. Inc...........4246 Lamar........................................ 506 LandYachtz........................1707 Lange Ski Boots..................3770 Launch Pad.........................3739 Launch Snowboards........4513 Laundromat.........................1161 Lazer Sport.........................4516 L-Bow Mittens...................... 952 Learn to Ski and Snowboard Month......UL-24 Leisure Trends Group......1750 LEKI USA, Inc......................3160 Lib Tech..................................1507 Lib Tech NAS (Skis!)..........4235 Liberty Mountain...............2970 Liberty Skis...........................3855 Life-Link................................3365 Line Skis.................................3655 Liquid Boardwear..............4107 Liquid Image Co, LLC........2421 Little Hotties Warmers.... 3567 LODGESOXX™.................... 673 Loki..........................................1364 Long Advance International Co, Ltd...1368 Lorpen North America Inc......................1764 LTD Snowboards.................. 506 Lucky Bums Inc...................2770 M. Miller.................................. 962 Madshus..............................3732 Majesty Skis......................... 314 Mammut Sports Group USA.....................3563 Manzella Products............3134 Mariner Business Solutions............................. 764 Marker Ltd............................. 255 Marker Sport and Travel Bags.......................4165 Marker USA.........................4557 Marmot Mountain, LLC................1446 MasterFit Enterprises.....3742 MeCo Designs.....................1464 Megaphone US.................1559 Mental....................................1774 Mervin Manufacturing..1307/1507 MFD........................................4238 Millennium Three (M3)...3502 Mitchie’s Matchings........... 373 Molehill Mt. Equipment, Inc.......2090 Moment Skis........................4239 Montana Sport North America Inc........3942 Moon Boot...........................3678 Moon Shadow.....................2456 Morrow Snowboards.......3922 Mount Tec Gloves..............2364
Note: New Exhibitors are in bold
Company
Booth #
Mountain Hardwear, Inc...1046 Mountain Shades...............3434 Mountain Uniforms............ 632 MRA - Midwestern Reps Assn.......................UL-20 MTN Approach...................3921 MWSRA - Midwest Winter Sports Reps Assn..................................UL-20 Mystery Ranch...................4311 NARGEAR............................ 216 NSSRA - National Ski & Snowboard Retailers Assn ...................................4577 NSAA - National Ski Areas Assn.....................UL-23 NSP - National Ski Patrol........................UL-22 NBS - Nation’s Best Sports........................ 267 Native Eyewear..................3142 NEFF.......................................3206 Neve Designs......................1746 Never Summer Industries.........................1513 New Wave Enviro Products...........................4355 NEWSR - New England Winter Sports Reps, Inc..........................UL-20 Niche Snowboards............1607 Nidecker USA, Inc.............2910 Nike.........................................3622 Nikita Clothing USA.........3107 NILS............................1736-1742 Nirvanna Designs................ 762 Nitro Snowboards............... 907 Nobis......................................2809 Nomis....................................... 328 Nordica USA........................4169 North Star Fur & Trading.... 590 Northside by Triple T Trading Ltd...................1669 Northwave...........................3202 NOW Snowboarding......2910 NXTZ......................................2423 Oakley Inc................1132/1328 ON3P Skis..........................4305 Oneballjay............................1512 O’Neill....................................1522 OnTheSnow.com..............4578 Optic Nerve.........................3434 ORAGE..................................1728 O-range USA.....................1367 Ortovox USA Inc................3167 OSBE USA Inc.....................3245 Outdoor Research............... 739 Outdoor Technology.......... 623 Outer Edge Industries....4515 OZ Snowboards.................. 211 Pajar........................................1468 Panda Hats.........................4500 Parajumpers........................1564 Patagonia Inc.......................1823 Pepper’s Performance Eyeware, Inc....................3424 Peter Grimm Headwear.........................2915 Pieps ......................................2970 Pinnacle Designs................2568 PISTIL.....................................2254 Planet Earth Clothing......4120 POC USA LLC......................1023 Pocket Disc.......................... 306 Point Zero Canada............. 332 point6 LLC............................1451 Poivre Blanc.........................3042 POLARMAX.........................2347 POW Gloves........................1907 Powderhorn.........................1751 Precision Mountainwear/ Helix Snowboardwear......748 Press Room..........C Mezzanine Promotive.com...................2529 ProRider..............................1713 Pro-Tec...................................3408 PSIA-AASI.............................3974 PTL Enterprises.................. 569 Pull-In..................................1346 Pulse.......................................1223 Pyour Performance Sport Tights.....................2452 Quickpoles, LLC.................3737 Quiksilver Inc......................1202 R.E.D.......................................1919 Rab..........................................3571
Company
Booth #
Rawik......................................2755 RC Products......................... 315 Recco Systems Ltd.............UL-1 Reclaim Project..................3317 Recon Instruments Inc...... 423 Redfeather Snowshoes...3580 Regina Imports LLC..........1573 Registration Desk................LL-1 Rep The Zip.......................... 422 reusch SnowSports.........2250 Ride Snowboards.......3715/3914 Ripzone / Powder Room.4216 Roces USA, Inc....................4174 Rocky Mountain Sunscreen........................2528 Rocky Mountain Underground RMU.....4356 Rome Snowboard Design Syndicate............. 915 Rossignol..................3665/3765 Rossignol Apparel.............3861 Roxa North America.........2960 Roxy........................................1502 Ruffolo Enterprises, Inc... 2527 S4® Optics...........................1313 Sabine Sommeregger........ 566 SABRE....................................2310 Salomon Snowboards......2502 Salomon USA..........4047/4147 Santana Canada...............1373 SCARPA North America, Inc.....................3171 Schure Sports U.S.A., Inc............................ 175 Scott Sports............3037/3337 Screamer................................. 755 Sector 9...............................3406 Seirus Innovation...............2844 Serengeti Eyewear.............. 528 Sessions LLC........................2507 Shenzhen Pengyifa Industrial Co LTD........... 331 Shifty...................................... 592 Show Management Office................A Mezzanine Shred Optics........................3935 Shred Ready Inc.................. 312 Sidas.....................................4572 SKEA, LTD.............................2469 Ski Kare, Inc.......................3578 Ski Retriever......................3666 Ski Tops/Chaos/Moon Shadow/CTR...................2456 SKIHOOKUPS Inc............3579 SKILOGIK.............................3468 SkiMetrix, Ltd......................3472 SkiSkootys............................3390 Skullcandy, Inc....................2202 SkyTech Sport, Inc............. 769 Slide-On..............................3472 Slytech Protection............3935 SmartWool Corporation.....................2763 Smith Optics...........2828/3128 Smokin’ Snowboards........2907 Snapdry.................................3355 Sno Life, LLC......................... 738 Sno Skins Inc.......................... 966 Snow Angel............................ 942 Snow Dragons.....................2755 Snow Show Daily................. 264 Snow Sports Recycling Program...........................LL-20 Snowjam LLC......................... 702 SOS-Sportswear of Sweden..............................1737 Soul Poles...........................4574 Spacecraft.............................2807 Spark R&D............................1807 Special Blend......................... 919 Spice Snowboards............... 702 SpiritHoods........................1657 Sport Obermeyer Ltd.......2173 Sportcaster Company, Inc..................1223 Sports Accessories America Inc......................2760 Sportube...............................2890 Spy Optic, Inc......................3707 Spyder Active Sports, Inc.”......................1175 Spyderco...............................4162 STANCE.................................1813 Steez Gear LLC..................... 222 Stepchild Snowboards.....3902
Company
Booth #
Stockli Ski USA...................3363 Storm Creek Apparel.......1569 Strap Pad LLC......................2908 Stylesight.............................. 193 Subaru of America, Inc..... 531 Sun Valley Ski Tools Inc.....................3844 Sunbelt® Optic..................2125 Suncloud Polarized Optics................................2827 Sunice.....................................1766 Superfeet Worldwide Inc................2560 Surface Skis..........................3837 Swany.....................................1777 Sweet Turns LLC................1659 Swix Sport USA, Inc..........3174 SWRA - Southeastern Winter Reps Assn.......UL-20 Tailfish Sports...................... 212 Technine..............................2309 Tecnica USA.........................3778 Terramar Sports Inc............ 723 The North Face...................4219 The Program.......................... 919 The Soze Group..................4572 Therm-IC...............................4572 Thirty-Two Boots...............1909 Thorlo Inc..............................1561 Thule Inc................................3374 TOKO.....................................3190 Tomahawk International................... 420 Toyota Tsusho Corporation....................... 630 Transpack..............................3146 TransWorld Media.............. 302 Trespass USA......................... 261 TREW.....................................1611 Tubbs Snowshoes..............3833 Turbine Boardwear............. 706 Turtle Fur Group................1155 UCLEAR..............................4674 Ugg Australia.......................1051 Under Armour - MTN........ 728 Union Binding.....................3016 Unity Snowboard Manufacturing LLC......2916 USRA - United States Reps Assn.........UL-20 Uvex........................................3174 Vail Resorts Inc..................... 766 Vans.........................................3612 Venture Snowboards.......1711 VestPac................................. 310 Vew-Do Balance Boards................................. 307 Vintage Winter...................2490 VIRUS Action Sport Performance................... 313 VIST North America.........1361 Vittoria Industries North America...............3202 Voile Splitboards..............1710 Voile-USA...........................3269 Volcom..................................... 710 Volkl........................................4557 Volkl Performance Wear..................................4566 VonZipper.............................1012 VR2 Distribution Inc........1733 W.L. Gore & Associates, Inc..........RM 202 White Sierra.......................... 555 Wigwam Mills, Inc.............2460 Wind X-treme America, LLC...................4218 Winter Park Resort...........2366 Winter Trails......................UL-21 Wintersteiger Inc..............3342 Wrong Gear Inc.................... 603 WWSRA - Western Winter Sports Reps Assn .................................UL-20 Yaktrax...................................3567 Yeah For It Distribution.....................2208 YES Now Board..................2910 YRC........................................... 668 Zanheadgear & Bobster Eyewear............. 911 ZDAR Boot USA................. 567 Zeal Optics...........................3223 Zeon Corporation............2108 Zero/The Fairfield Line...1351 Ziener.....................................1733
CADENCE
TUNED PERFORMANCE FOR ACTIVE PURSUITS.
CONDUCTOR TS
Tech-Stretch fleece shell delivers lightweight warmth and maximum breathability. Silicon grip palms and Touch Screen friendly index and thumb tips keep you connected. The CADENCE collection from Kombi – full speed ahead.
SIA BOOTH #3050
www.kombisnow.com
At the Show
/ Calendar
Events
What’s happening at the 2012 SIA Snow Show.
Daily Events 7:00AM-9:15AM | Room 103 | Donut Dunking Christian Fellowship
Donut Dunking Christian Fellowship Note: not available on Thursday
9:00AM-11:00AM | Booth #223 | Footbalance System Inc
FREE Foot Analysis and 100% Custom Footbeds Start your show with Fresh Feet! Show us your retailer badge and receive a FREE Foot Analysis and FREE pair of 100% custom made footbeds. Walking the show has never felt so good!
9:00AM-11:00AM | Booth #4619 | FedEX
10:00AM-5:00PM | Room 204 | SIA
Supporting Member Lounge Note: 10:00AM-1:00PM, Sunday
The event will be a celebration of the difference that the snowsports industry is making.
9:00AM-10:00AM | Room 301
12:00PM-12:30PM | Booth #4162 | Spyder Co
On-line - All the Time Choosing the right tools for building your brand reputation with social media Lynn Switanowski
4:00PM-4:30PM | Booth #2451 | Helmet Band-Its
9:00AM-10:00AM | Room 302 QR and Beyond: The Future of Mobile in the SnowSports Industry A recent survey of 553 of the top brands in outdoor found that 72% are using QR codes. Learn where mobile marketing is headed for the snowsports industry for the next 12, 18, 24, and 36 months. Findings will be released from conversations with analysts from SBI, comScore, Forrester, and the CTIA. Yoon Kim
DAILY PRODUCT GIVEAWAY Register to win a free Spyderco! We will draw a winner each day at 12 pm - does not need to be present to win. Complete registration card at booth 3860. Daily Helmet Band-Its Giveaway “Play Safe! Look Great! For your chance to win Helmet Band-Its, the new fashion accessory for helmets, answer our daily safety trivia throughout the day @helmetbandits and Facebook. The first to answer correctly, wins! Stop by booth #2451 for official demos.
Get Your Morning Jolt with Us at FedEx Stop By for a Free Cup of Java to Give Your Day a Jump Start. 9:00AM-5:00PM | Room 206 | SIA International Lounge Note: 9:00AM-1:00PM, Sunday
5:00PM-6:00PM | #Booth 2132 | SIA
SIA Daily Happy Hour Stop by grab a beer, catch up with old and new friends and enjoy the X Games. Sponsored by SIA, Aspen and Bud Light. Note: not available on Sunday
Dave Watson talking about skiing down K2 Dave Watson will be in the Screamer booth talking about his experiences skiing down K2. Stop by and get some photos for your shop! Dave Watson
10:00AM-5:00PM | Booth #3742 | Masterfit
5:00PM-6:00PM | Booth #4506 | Backcountry Experience
10:30AM-11:30AM | Room 302 | Logic Solutions Revolutionize Sales with Mobile Technology Capitalizing on the mobile boom to increase profits and distinguish yourself in the marketplace Mike Huegli
Daily Instaprint Grinding & Ski Boot Evaluation Masterfit is passionate about making outdoor footwear fit better. Don’t miss this opportunity to fit your AT, Telemark, and Snowboard boots with Masterfit. Note: not available on Sunday
10:00AM-4:00PM | Booth #4506 | Backcountry Experience
Daily beacon searches with Tailgate Alaska and Tailgate BC crew Winner awarded at 6pm each day at BCE booth Note: not available on Sunday
10:00AM-5:00PM | Booth #2528 | Rocky Mountain Sunscreen
Free Skin Cancer Screening from the Colorado Skin Cancer Task Force Stop by Rocky Mountain Sunscreen Booth #2528 to sign up for this service as space is limited. Note: 9:00AM-3:00PM, Saturday. Not available on Sunday
Happy Hour kegs arrive!! Note: not available on Sunday
6:00PM-7:00PM | Booth #4506 | Backcountry Experience Daily beacon search winner awarded Note: not available on Sunday
All day | Winter X-Games
The Aspen/Snowmass Winter X Games viewing lounge will feature live action from Winter X Games in Aspen, CO throughout the week. The action will be featured live from the ESPN family of networks on large screen TVs in the center of the show floor. When there are no live events taking place replays from the previous action will be shown. Note: not available on Sunday
Saturday, January 28, 2012 7:00AM-9:00AM | Mile High Ballroom 4 | Outdoor Industry Women’s Coaltion
OIWC Awards and Keynote presentation To help launch the OIWC Professional Development theme, sporting goods veteran Gwen Manto will speak on “Leading and Navigating Change.” OIWC Leadership Awards will be presented to two women. Registration not required, but arrive early to get a seat and have breakfast.
7:30AM-9:00AM | Room 210 ATHLETE Daniel Klocker PHOTO Xandi Kreuzeder LOCATION Piz Palü, 3900 m
Ski NH Association Breakfast
AT BOOTH 3167!
7:30AM-9:30AM | Room 105
Growing the Sport in Utah
8:30AM-9:00AM | Main Lobby, Colorado Convention Center
EASIEST HANDLING, FUTURISTIC DESIGN meets SMART-ANTENNA TECHNOLOGYTM
Active Youth Alliance Youth Summit Representatives from the nation’s largest youth outdoor charities will be joining forces to raise awareness for getting youth outdoors. Youth ambassadors who have benefitted from outdoor programs will be on hand to thank the industry and talk about their experiences. Industry and outdoor representatives will speak to support the effort.
10:00AM-11:00AM | Booth #755 | Screamer
11:00AM-12:00PM | Room 301 | Investing in Merchandising
The retail landscape is evolving faster than ever, with more players vying for consumer dollars. You view your business as an investment. You invest in fixtures, employees and advertising, not to mention new stock each season. Yet often times merchandising takes a back seat to day to day obligations that it takes to run a successful business. Ali Levy
12:00PM-1:00PM | Room 302
The high-loyalty fan: how to take your social media portfolio to the next level Snowsports is a high-loyalty industry, yet most brand Facebook pages have lower engagement and less than 200,000 fans. How can outdoor manufacturers better harness the power of brand and sport loyalty online? Crystalyn Stuart
12:30PM-1:30PM | Booth #4506 | Backcountry Experience From Sidecountry to Backcountry with Mike Hattrup (lunch provided) 1:00PM-2:00PM | Room 301
Easy ways to Improve your Marketing in 30 Minutes or Less. With all of the options we have as marketers today, it’s easy to forget the fundamentals of marketing and how they can help you drive business. David Melnick
3:00PM-4:00PM | Room 302 | Map Your Show
Using Online and Mobile Marketing to Maximize your ROI at Snow Show This presentation will cover the different opportunities available to exhibitors that allow them to connect with attendees before, during, and after Snow Show through the website and mobile application. Learn how you can leverage these resources. Brett Glatfelter
3:00PM-4:00PM | Booth #755 | Screamer
Dave Watson Talking about K2 Skiing Experiences Dave Watson will be in the Screamer booth talking about his experiences skiing down K2. Stop by and get some photos for your shop! Dave Watson
4:00PM | Booth #2451 | Helmet Band-Its
NO MORE S.O.S (Style OR Safety) Helmet Band-Its creator and safety advocate Robin Dorman discusses the need for helmets; the increased use and the simple, hassle-free accessory band for helmets, the new must-have item for fashion-forward skiers, boarders and winter-sports enthusiasts.
5:00PM-5:30PM | Booth #4506 | Backcountry Experience
Come support the team, the United States Ski Mountaineering team with the Uphill/Downhill kick-off party and donation drive” “Come support the team, the United States Ski Mountaineering team with the Uphill/Downhill kick-off party and donation drive” 5:30PM-6:30PM | Booth #4506 | Backcountry Experience Who says the East Coast has no Backcountry? Who says the East Coast has no Backcountry, Meathead films will prove us all wrong with their film Prime Cut http://www.meatheadfilms.com/
Sunday, January 29, 2012 9:00AM-5:00PM | Booth #4506 | Backcountry Experience
Uphill/Downhill donation drive Uphill/Downhill donation drive, come support the team, the United States Ski Mountaineering team. Drop off your product for the raffle at the awards ceremony for the Uphill/Downhill event which takes place day one of the demo 4pm at Winter Park
ortovox.com 42
SNOW SHOW Daily | Day 3 snewsnet.com
Question of the Day
/ At the show
What was your most memorable urban ski or ride experience and why? “An Ollie to flat in Quebec. We had fake French accents for 10 days.” —Mike LeBlanc, Owner of Holden, Pro snowboarder
“It was a foggy day, and the whole time I was like, ‘Where’s the jump? Where’s the jump? Where’s the jump?’ And then I was on the jump, and I was like, ‘Oh shit! Oh shit! Oh shit!’” —Geiri Hoskuldsson, Marketing director for Nikita
“Handrail. I got a hole in my leg.” —Nate Schumacher, Western Sales Rep for Landyachtz Longboards
“Down in Chile we had locals help us build a jump over a parking garage. We had 200 Chileans watching and waving their flag and chanting, ‘Chile! Chile! Chile!’”
Photos by Morgan Varon
—Eliel Hindert and Hayden Price, Athletes with Smith Optics
“Building a jump on a slope in town. We had a spontaneous park jumping party.” —Miriam Reynolds, Product developer with Coal
snewsnet.com SNOW SHOW Daily | Day 3
43
/ Heard in the aisles
Pretty in Pink An audience member at SIA’s female-focused breakfast asked why she’s seeing so many feminine colors when snow sports is supposedly past the era of “shrink it and pink it.” “It’s generational,” says Burton’s Donna Carpenter. “Ten years ago, when I asked women riders why they were wearing black and baggy, they said, ‘If I want to play with the big boys, I have to look like them.’ The new generation is not afraid to look too feminine while going from first chair to last call.”
Patagonia’s Buyer Beware Snow sports and outdoor apparel powerhouse Patagonia takes an unusual initiative for a company that aims to
turn a profit: It’s asking people not to buy its products. As part of its Common Threads Initiative, one of many environmental causes that Patagonia supports, the brand encourages its customers to refrain from buying what they don’t need, even making its plea in a full-page ad in the New York Times on that holiest of shopping days, Black Friday. The Common Threads Initiative began in 2005 and promotes a five-step process of buying less, repairing products already purchased, re-sourcing items no longer used to a second home, recycling the material of items too well-worn to be worn, and reimagining production itself so that only what can be replaced is taken. Internally, Patagonia does self-energy audits and works to minimize its own offenses.
Rep Rule of the Road No. 3
“If it’s not what the retailer needs, suck it up and try to find something else in your bag that they do.” —Andrew Shaw, SIA Rep of the Year socks suited for everyone from rental customers to extreme skiers). The company spans three generations—Carter Thornberg, the youngest of eight children, including a physical therapist sister who takes care of mill employees’ tired hands, is brand new here at the show and straight out of college.
Seriously? Beastcake “That looks a little bit like the steak I had last night.” —Nordica Canada’s Isabelle Sauvageau on the Icebreaker ram walking the show.
Job Security Looking for a job? Don’t go to Thorlos. The North Carolina footwear protection manufacturer (don’t call them socks, call them Thorlos) has a glacial turnover rate, with many happy employees working there for close to 30 years, making things in the USA to keep your feet warm and protected (with
“I don’t have the attention span for this.” —Overheard during the Winter X Games women’s slopestyle broadcast in the food court.
What Girls Want “I’ve got fingernail polish from Kastle for the girls. I can go home now.” —Backbone Media co-founder Penn Newhard.
Mix It Up “I can’t wait to make use of my Epic Pass.” —Avid snowboarder, two-time Stanley Cup winner, and former Colorado Avalanche Scott Parker at Wednesday night’s SIA Shoot-out hockey game.
Photo by ben fullerton
At the show
SALOMONFREESKI.COM
CADABRA JACKET “The basis of a great jacket for skiing is weather protection and freedom of movement, but it’s the level of craftsmanship which gives a jacket its personality. Personally, I am also drawn to more of an organic style that also appeals to me when I’m not skiing. This is my first collaboration with Salomon apparel, and I’m proud to wear what we’ve created together.”
COPYRIGHT© SALOMON SAS. ALL RIGHTS RESERVED. PHOTOGRAPHY: SEMAPHORE, CHRISTOFFER SJÖSTRÖM, DOM DAHER, JEREMY BERNARD.
- Mark Abma
SIA BOOTH #4047
bluebird doesn’t mean dry. Flashdry™ is the fastest drying baselayer—period. Designed to keep athletes at their peak, this revolutionary new technology removes moisture faster than any other performance fabric on the market. learn aBout the science BehinD our inDustry-leaDing Baselayer at Booth 4219.
baselayer
Booth 4219