SnowSports Industry America (SIA) recently announced its annual Summer Snowdown Media Showroom in NYC, which will be held on Wednesday, July 16th. We followed up with Elizabeth Hurst, Communications & Public Relations Manager for SIA, to learn more about this exciting event.
Why does SIA hold this one-day summer event each year in New York?
New York City-based journalists have a lot of demands on their time that can make it difficult for them to attend the SIA Snow Show in Denver. SIA hosts an intimate media showroom in Manhattan each summer to make it easier for these journalists to review and report on snow sports product trends for the upcoming season. The timing is especially helpful for long-lead media planning their stories that will be published in the fall/winter. Media and exhibiting companies at the Summer Snowdown accomplish in one day what would otherwise take several days of appointments in a location that is really convenient.
Who typically attends the Summer Snowdown?
Each year between 50-60 invited writers, editors and producers come through the showroom. The approximately 20 exhibitors bring one or two PR/marketing representatives and occasionally an athlete.
How does the event benefit snow brands and retailers?
The brands at the Summer Snowdown have amazing opportunities for media exposure and relationship building. Getting all of these great snow sports brands in one space is a big draw for the media, yet the Snowdown is small enough that media can easily meet with all the exhibiting brands in an afternoon. Each year products featured at the Summer Snowdown appear in high-circulation consumer publications like SELF, Popular Mechanics and Shape. This kind of media coverage benefits the entire snow sports industry – including retailers – by motivating readers to buy and getting them excited to spend the winter on the snow.
