Editor’s note: We followed up with SIA President Nick Sargent after the release came out this afternoon, and he answered some questions for us about the changes. The questions and answers are below the press release.
SnowSports Industries America to Reinvent Snow Show and Shift Event Dates Beginning in 2017
Washington, DC (December 16, 2015) – SnowSports Industries America (SIA) today announces that the SIA Snow Show will be reinvented with an updated format and timeframe. Beginning in 2017, the opening date will be shifted to the first Tuesday of December to better align with the current state of the industry’s buying season.
The Show will continue to be held at the Colorado Convention Center in Denver, Colorado.
“This decision was made with great care and consideration given to the evolving buy/sell cycle, and an eye on the future growth of the industry,” said Nick Sargent, SIA’s incoming president. “The Show’s purpose is to preview product in the best possible way for retailers to make educated and effective buying decisions when they place their orders at the appropriate time. We look forward to the benefits that this shift will provide to the snow sports community, including our retailers, reps, suppliers and the industry as a whole.”
SIA, the snow sports industry’s member-owned trade association, is currently planning on a three day format, with show hours spanning 8am to 8pm, from Tuesday through Thursday.
Bob Gundram, chair of SIA’s Board of Directors, and CEO of C3, explains that “this very important decision was made with extensive input from retailers, reps and suppliers, with the 2017 cycle being selected to offer all organizations involved enough time to adjust to the change.”
According to Mike Adams, VP and Commercial Director of Amer Sports, “this shift is being made to serve the industry better by placing the Show in a timeframe that allows for suppliers to be closer to their customers when buying decisions are being considered. It’s an imperative adjustment, especially in the softgoods and expanding hardgoods markets, and one that keeps the Show relevant to the evolving state of the business’ production, buying and consumer cycles.”
The upcoming Snow Show and On-Snow Demo is scheduled for Jan. 28 to Feb. 2, 2016 with its Industry + Intelligence education day on Jan. 27. The Jan. 2017 Snow Show and On-Snow Demo timing will remain consistent, spanning Jan. 25 to 31. The new scheduling will set in with the Dec. 5 to 7 Snow Show dates in 2017.
Following the 2016 Snow Show, SIA will organize individual product category task forces, comprised of retailers, reps, rep groups, buying groups, and suppliers, to outline the most efficient and effective format for the Show’s preview process, On-Snow Demo and the regional order wrap-up events that follow. The resulting discussions and recommendations will guide the future format of the Show and SIA’s commitment to reinventing the event and ensuring a smooth buy/sell cycle.
About SIA
Celebrating its 60th anniversary in 2014, SnowSports Industries America (SIA) is a non-profit trade association with a long history of working to support the snow sports industry. SIA works year-round with snow sports suppliers, retailers, resorts, reps and service providers to develop products and programs for their individual and collective businesses all with the mission of growing participation, participants and retail sales. SIA
also produces the largest trade show globally exclusive to snow and offers targeted insight, trends, and data through its research. Member-owned and industry-inspired, SIA is based in the Washington, DC Metro-Area with offices in CO, OR and RI.
Questions for Incoming SIA President Nick Sargent:
Why make the changes?
Nick Sargent: There were a number of factors driving our decision to make a transformative change with the Snow Show. Ultimately, the business of the snow sports industry has evolved, which includes shifts in production schedules and the buy/sell cycle. SIA exists to support the industry and our singular mission is to do what is best for snow sports. After spending countless hours over the past two years listening to our members and stakeholders talk about the state of their businesses, it was clear that it was necessary to make a change to our Show schedule. Really, the new Show will be the industry’s international preview show, providing retailers a one-stop opportunity to see manufacturers’ entire lines in one place, ahead of buying deadlines, giving retailers the ability to make good buying decisions when the orders are due.
In what way do you envision the format of the show changing?
Nick Sargent: First off, the midweek timing is an adjustment, which was made to accommodate retailer schedules. Other alterations to the Show’s flow and format will be directed by what we learn through the task forces that will be established after the Snow Show next month. Our goal is to create an event that drives the most efficient and effective results for everyone in attendance, so we’re open to hearing any and all ideas.
Are retailers comfortable leaving stores in December?
Nick Sargent: We understand there is rarely a good time to be out of the shop during the winter season. Both January and December present challenges for the retailer and we believe the benefits of a December preview event will outweigh the concerns. In analyzing the data of retail sales and timing, we found that the early-December window is actually a slower time for retail than later in January.
