SIA Snow Show 2017 Day 4

SIA

DAY 4

SNOW SHOW DAILY

PUBLISHED BY ACTIVE INTEREST MEDIA JANUARY 29, 2017

OFFICIAL PUBLICATION OF THE 2017 SIA SNOW SHOW

S P U T R A T S

THE N I AIL R 12) T .

E P ( I T. ROK B D I S D AND HEY R T B OW ESE H H S T ’ , ERE ION H S .

S T Y PA M A R K E B EN V I RT S R O D P W S O N S

Shared Love

Over four days, the industry came together for the business of snow and to share our passion for the outdoors. (p. 3)

New Models

Resorts are changing their approach, thinking beyond skiing and snowboarding to draw bigger crowds. (p. 8)

Haute Hats

Consumers want hats that perform. 2017-18 hats will do just that: keep you warm while adding a touch of cool. (p. 15)

Boot Science

How Tecnica’s years-long research into how ski boots fit informed their newest innovation for women. (p. 26)

TECHNOLOGIES

SOLUTIONS ANY NEED any reason.

POLARTEC.COM

©2017, Polartec, LLC. Polarte

c ® , Polarte c ® Alpha ® , Polarte c ® Neoshel l® , Polarte c ® Delta™ and Polarte c ® Wind Pr o® FR are registered trademarks of Polartec, LLC 2017

ALPHA ® NEOSHELL®

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IN THE ISSUE | UP FRONT

CONTENTS 3 PHOTOS: SHARING THE LOVE

An industry driven by a shared passion.

6 JOINING FORCES

Brands collaborate on new products for both fun and business.

8 MODELS ON THE HILL

Resorts broaden their offerings and their audience.

Top Trends 15 Hats 16 Protective Gear 18 Travel Bags 14 MARKET TRENDS

The latest data from SIA on Nordic gear, apparel and accessories.

23 WISH LIST

Product picks from the Show floor.

24 EXHIBITOR LIST 26 SHOW NEWS

New take on luxury; Bishop launches prototype binding; and a fresh approach to women's ski boots.

27 EVENT CALENDAR 12 THE ANATOMY OF A STARTUP New companies break into the snow sports market.

28 QUESTION OF THE DAY

What Show-goers are excited to try out at the On-Snow Demo.

ON THE COVER: Photos by Bailey LaRue and Madison Rahhal

SNOW SHOW DAILY PUBLISHER Andy Hawk EDITOR Lindsay Konzak ART DIRECTORS Jackie McCaffrey Bradley, Eleanor Williamson PHOTOGRAPHERS Bailey LaRue, Madison Rahhal CONTRIBUTORS Eugene Buchanan, Krista Crabtree, M.T. Elliott, Ben Gavelda, Courtney Holden, Brigid Mander, Elizabeth Miller, Peter Oliver, Helen Olsson, Eric Smith, Michael Sudmeier, Morgan Tilton, Bevin Wallace, Dave Zook ADVERTISING SALES Sharon Burson, Andy Hawk ADVERTISING COORDINATOR/EXECUTIVE ASSISTANT Lori Ostrow GROUP PRODUCTION DIRECTOR Barb Van Sickle PRODUCTION Caitlin O’Connor PREPRESS TECHNICIAN Idania Mentana 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 Allen Crolius, Vice President of Sales and Marketing ACTIVE INTEREST MEDIA 5720 Flatiron Parkway, Boulder, CO 80301 EXECUTIVE CHAIRMAN Efrem Zimbalist III PRESIDENT & CEO Andrew W. Clurman SVP, TREASURER, AND CFO Michael Henry EXECUTIVE VICE PRESIDENT, OPERATIONS Patricia B. Fox SVP, DIGITAL & DATA Jonathan Dorn VICE PRESIDENT, CONTROLLER Joseph Cohen VICE PRESIDENT, RESEARCH Kristy Kaus Copyright 2017 by Snow Show Daily

SHOW NEWS | AT THE SHOW

SHARING THE LOVE Over four days, the industry came, saw and conquered — together. Interviews by Helen Olsson

▲ CHRIS ANTHONY SIGNS POSTERS AND PROMOTES HIS CHARITY, THE YOUTH INITIATIVE PROJECT, AT THE CHAOS BOOTH.

▲ PHOTO BOMB! FREELANCER ALEX PASQUARIELLO JOINS KIRSTEN ANDERSON, CAROLINE ANDREW AND LAURA ANDERSON FROM MFA MARKETING AND PUBLIC RELATIONS FOR HAPPY HOUR.

"With the music and picnic tables, the area near the Bridge feels intimate. It brings everybody together."

—Caroline Grimsley, Dale of Norway, Williston, Vt.

"We feel like we've known all these people forever, and we just met them.

There's a real sense of community. It's really unified all outdoor interests."

—Vanessa Piccola, associate, Crux Expedition Trailers, Denver, Colo.

BAILEY LARUE AND MADISON RAHHAL

▲ THE HIGH FIVES FOUNDATION CREW WAS TAKEN ABACK BY THE SIZE OF THE CHECK PRESENTED BY SMITH OPTICS ON FRIDAY. PICTURED FROM HIGH FIVES: JESSE MURPHY, JUSTIN PINES, ROY TUSCANY, MADISON MANLY, GINA MIELE AND NICO NORDIN.

"It's nice to have a place to eat up here (in Trail Gate). It's not so crowded.

Around the Show they've added more seating areas. It's more relaxed." ▲ EMILY MERES AND ASHLEY JEZIORSKI HANG NEAR TRAIL GATE.

▲ A FRIENDLY AFFAIR: CORI LAWRENCE, LIZ DELEPHANT, MADDIE BAKER, SABRINA FARMER AND MEGAN RAPHAEL KICK BACK.

—Brad Buckman, owner, Buckman's, Pottstown, Pa.

SIAsnowshow.com | DAY 4 | SNOW SHOW DAILY

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AT THE SHOW | PHOTOS

IT'S A DOG'S LIFE Snaps from the Snow Show floor.

▲ TED LIGETY SIGNS POSTERS AT HEAD.

▲ BEETHOVEN MODELS SOCKS FOR POINT6.

▲ GLEN PLAKE SIGNS POSTERS, SHOWS OFF POLES AT LEKI.

▲ LEBRON JAMES THE DOG LAYS ONE ON SMOKIN' SNOWBOARDS CEO JAY QUINTON.

▲ SARAH DEGRAW PLAYS A TUNE AT JOSHUA TREE SKIN CARE.

▲ BAVARIAN VOLKSMUSIK BAND AT OBERMEYER'S 70TH PARTY.

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SNOW SHOW DAILY | DAY 4 | SIAsnowshow.com

BAILEY LARUE AND MADISON RAHHAL

▲ SOS OUTREACH KIDS HANG OUT WITH BACKCOUNTRY ACCESS.

BAILEY LARUE AND MADISON RAHHAL

▲ MMMM.... BACON AND ICE CREAM AT THE DARN TOUGH BOOTH.

▲ THE D-CURVE PACK: THE PERFECT GOGGLE MODELS.

▲ BRECKAN IS ALL BUSINESS.

▲ A CROWD WAITS IN ANTICIPATION TO SEE WHO WON IN THE DAILY GOPRO GIVEAWAY.

SIAsnowshow.com | DAY 4 | SNOW SHOW DAILY

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AT THE SHOW | SHOW NEWS

JOINING FORCES Brands collaborate to amplify marketing power — and fun.

1. WOLFGANG MAN & BEAST x EVERYBODY

For a company like Wolfgang Man & Beast, collaboration is a natural. “It’s all a friend thing,” said Bill O’Sullivan, sales director for the maker of dog leashes and collars. “It doesn’t matter what you do or how much you make, the dogs bring people together. Since we don’t compete with these brands, it’s a no-brainer to collaborate.” In addition to collaborations with Ken Block and Hoonigan Racing, Wolfgang made Gold Coast Skateboards’s first-ever dog leash and is now joining forces with Stance Socks, so man and beast can wear matching gear.

“In a way we’re like the Stance Socks for dogs,” O’Sullivan said.

2. 686 x PBR SIXER INSULATED JACKET

The jacket uses infiDRY waterproof/breathable tech and has an internal audio pocket. But you want to know about the beer features, don’t you? Break open a 12-pack of Pabst Blue Ribbon. Stash four in the internal pockets for later. Open one and keep it in your koozie chest pocket. Hold six more in the insulated cooler front pockets for your buds. That leaves you with a 12th beer to share with a new friend. Booth #2965

Booth #2619

3. SALOMON SNOWBOARDS x THE JAMES BRAND

A Salomon Snowboards designer was looking for inspiration and came across The James Brand’s logo. When he discovered it was based in Portland, Ore., like the Salomon crew, the two companies connected in what Salomon Snowboards's Greg Covello calls, “one of the easiest collabs ever.” The James Brand makes high-end pocket knives and shares a dedication to craftsmanship with Salomon and team rider Josh Dirksen, whose new pro model, the Super Eight, features The James Brand logo and co-branded artwork.

The James Brand is also selling its Chapter Knife with the same aesthetic. Booth #3565

3

1

By M.T. Elliott and Bevin Wallace 4. BRIKO x USSA

As we head toward the 2018 Winter Olympics, Briko is collaborating with USSA on U.S. Ski Team helmets and goggles for fall 2017. These are the same helmets that Briko athletes, including Breezy Johnson and Patricia Mangan, are wearing on the World Cup right now. The USA Collection includes two models, the Vulcano FIS and the Faito, both available with Briko’s Fluid Brain Science, which acts like a second layer of cerebral spinal fluid to increase brain protection. With Old Glory on the inside and red, white and blue camo earpieces, “the Faito all-mountain helmet is for anyone who is really ‘Go USA,’” Briko USA President Chris Clapp said. Booth #3918

5. AIRBLASTER x GNU

Way-back friends from the slopes crossed streams to create a shared product line. Airblaster tapped Gnu’s back catalog from the 80s to help design a directional board that could carve resorts and float powder.

They call it: Super Progressive Air Machine (S.P.A.M), and the board will be sold by Gnu. On the Airblaster side, the overlap means you’ll see Gnu Blue colorways and fade-to-pink gradients in a line of jackets, ninja suits and a balaclava.

Booth #2778

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4

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SNOW SHOW DAILY | DAY 4 | SIAsnowshow.com

BAILEY LARUE AND MADISON RAHHAL

2

Marmsater

THE

MOUNTAIN TOP VERTICAL SERIES

FEATURE | THE FUTURE OF WINTER SERIES

KIDS HAVE FUN ON AND OFF THE SLOPES THANKS TO THE SNOW FORT AT KEYSTONE MOUNTAIN RESORT IN COLORADO.

NEW MODELS ON THE HILL As well as tapping new revenue streams to keep guests grinning come summer, resorts are ramping up their wintertime offerings to go beyond simply offering chairlift rides. And the activities are bettering both the experience and their bottom lines.

also gives them a better, more rounded experience, and can create future business – it exposes non-skiers to skiing, getting them to try it in the future.”

“Resorts are looking for ways to keep their guests happy while boosting their revenue,” says SIA Marketing Director Todd Walton. “It’s all in the name of creating tourist draws.”

Most of these additional winter activities, says Colorado Ski Country USA’s Chris Linsmayer, are in response

BIKING YEAR-ROUND

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SNOW SHOW DAILY | DAY 4 | SIAsnowshow.com

to guest feedback. “Not everyone in a family loves to ski; some people want other things to do,” he says.

While these activities lead to increased sales, they can also spell additional bed space. “Having other activities helps guests book their lodging longer,” says Chris McLeod of Whistler Blackcomb near Vancouver, B.C. “It

Fat and ski bike programs are rolling strong. In 2011, Grand Targhee Resort in Alta, Wyo., became the first resort in the country to open its Nordic trails to fat bikers, winter’s answer to mountain biking but with oversized tires. “And it’s doubled every year since,” says Communi-

JACK AFFLECK

Resorts think beyond the chairlift to cater to all ages, abilities and seasons. By Eugene Buchanan

cations Director Jennie White, touting 15K of groomed Nordic and singletrack trails for riders. The resort also celebrated Global Fat Bike Day on Dec. 3, hosts two fat bike races each year and offers “Fat-Me-Up” lessons all season.

A new breed of “ski bike” – where you balance on two skis, instead of attaching skis to your feet – is also making

existing guests.”

Crested Butte offers its Mountain High Music Festival every January, allowing guests to sit down with songwriters, and hosts its Ski Town Breakdown Concert every March. Jackson Hole Mountain Resort also uses music to appease the masses. This year marks the fifth year of its

Resorts are looking for ways to keep their guests happy while boosting their revenue. It's all in the name of creating tourist draws. waves. Winter Park was one of the first resorts to embrace it and now offers a complete rental fleet and lesson program. “It’s a cool, different activity,” says Communications Director Steve Hurlbert. “We have a high-visibility run dedicated for it right at the resort base, so a lot of people see it and want to give it a try.”

GETTING DOWN

FROM TOP: COURTESY OF GRAND TARGHEE; COURTESY OF WINTER PARK

Music ups guests’ mojo. From Sunday River to Squaw Valley, resorts are using bands to ring cash registers and increase their steeze off the slopes. Colorado’s Steamboat Ski Resort recently built a new stage at its base for live bands, including its Bud Light Rocks the Boat series, the week-long Steamboat Music Fest, and, new this year, the WinterWonderGrass festival. “The music scene is huge for us,” says the resort’s Nicole Miller. “People come here specifically for certain shows, and it’s a great attraction for

Music Under the Tram, where acts play every Saturday in spring. “Offering outdoor music helps engage our guests,” says Communications Director Anna Cole, who markets it as March Radness. “It gets new people here and gives existing guests a better experience.”

Winter Park Resort perhaps brings in the best acts at its closing weekend’s Springtopia festival, which has featured G Love and the Wallflowers. This February, in partnership with New Belgium Brewing Company, it’s also debuting a new concert featuring Ben Rector.

FIRST WE EAT

Dining is also becoming de rigueur. “We’re seeing the urbanization of food at resorts,” says CSCUSA’s Linsmayer.

“Today’s younger generation is much more concerned with what they’re eating. Resorts are also offering more local options.”

AT GRAND TARGHEE RESORT IN WYOMING, CROSS COUNTRY SKIERS AND FAT BIKERS RUN SIDE BY SIDE.

Case in point: This year Snowmass renovated its Gwyn’s High Alpine Restaurant, from a capacity of 350 to 800, adding ambiance with a bar, wood-burning fire, big-screen TVs and market-style cafeteria. “We want to provide our guests the same level of service and quality that we provide at our restaurants on the valley floor,” says Dining Director Jim Butchart. “We don’t limit ourselves because we’re cooking at 11,000 feet.” And going local, be it beef or vegetables, he adds, is huge.

Copper Mountain ups its culinary game with On the Rockies, a new bar specializing in craft whiskeys and beer from Colorado (new eatery Eagle BBQ also debuts a Colorado-themed atmosphere). And Telluride joins the mix, opening Altezza at the Peaks, an Italian restaurant featuring Colorado-inspired dishes.

FAMILY FIRST

WINTER PARK RESORT DEDICATES A HILL TO SNOW BIKING.

Most resorts worth the salt on their streets also prioritize family fun. Keystone Resort pioneered this concept with its Kidtopia program, offering everything from facepainting, sledding parties, ice-skating, bungee jumping, night skiing, tubing and the “world’s largest snow fort.”

Of all family activities, tubing perhaps tops the list. Most destination resorts now offer it, spelling spinning fun for toddlers to septuagenarians. Even resorts as small as Snow King in Jackson, Wyo., have embraced it (it recently added a mountain coaster, as well). “It complements what we offer at the big mountain,” says Jackson Hole’s Cole.

Cole adds that “personal touches” cornerstone family friendliness. Jackson’s Holiday Roundup offers free family activities every night from cookie decorating to sledding with hot chocolate. Telluride is also on this wagon, hosting

SIAsnowshow.com | DAY 4 | SNOW SHOW DAILY

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FEATURE | THE FUTURE OF WINTER SERIES

such free, family-friendly events as a kids’ zone, holiday prelude, movie series, and kids concerts.

Winter Park, meanwhile, goes after everyone from gramps down. “We try to cater to multi-generational travelers,” says the resort’s Hurlbert. “Not just mom, dad and the kids, but also the grandparents.” One technique: snowcat tours to Sunspot Lodge, letting the grandparents meet their grandchildren for lunch. “It’s a great way for them all KIDS SNOWMOBILE AT VAIL MOUNTAIN RESORT'S ADVENTURE RIDGE IN COLORADO.

to be together,” he says.

A TASTE OF ADVENTURE

Packaging multiple activities into a new breed of adventure parks is also in vogue. Crested Butte offers tubing, rock climbing, bungee tramps, mini-golf and a year-round zipline at its base. “The zip tours are super-popular,” says the resort’s Zach Pickett. “It’s a good break from skiing,

and something not just for kids.” Whistler adds Olympic bobsled and luge runs, a tubing park, a Zip Track and rides on the peak-to-peak gondola. “That side of our operations is continuing to grow, and likely will evewn more with Vail’s acquisition,” McLeod says.

Vail Mountain Resort renovated Adventure Ridge includes snow tubing, kid’s snowmobiling, guided nighttime ski biking and the new Forest Flyer alpine coaster. “Activities such as these are super important,” says the resort’s Maggie Meisinger. “They provide options outside of skiing for our guests.”

Killington’s new adventure center offers the Beast Mountain Coaster, ropes course and more, thanks to a recent $4 million investment. “It adds color to the destination for visitors of all ages, be they skiers or not,” says Killington’s Michael Joseph.

And some resorts are touting rides on even bigger rails.

One of the country’s most unique ski amenities is this year’s newly opened Ski Train, taking up to 500 people from Denver to Winter Park. “It’s another unique way to give guests a great experience off the slopes,” Hurlbert says.

SKIN TO WIN

Resorts are also embracing skinning as an alternative activity. Crested Butte offers an official, designated day route skinners can climb from 9 a.m.-4 p.m. every day, for a $10 day ticket or Peak season pass. “It’s more of an alternative activity we offer our guests than a revenue generator,” says Pickett, adding the resort sees up to 70 skinners per day. “But it’s becoming way more popular.” The resort also offers monthly “full moon” uphill parties to its Umbrella Bar, where a buffet and live music await before the schuss down.

Colorado’s Eldora Mountain Resort, which just received its alpine touring permit from the Forest Service this winter, uses it as a revenue-generator. Guests can tour Monday through Friday (no weekends or holidays), with adult AT day tickets costing $25 ($16 for children and seniors). A season pass add-on is $99 for adults, and an AT season pass is $149 for adults. The ski patrol designates uphill routes, and skiers have to sign an AT liability waiver. Eldora now also offers Morning Cardio Sessions.

Uphill touring is also catching on back east. Killington has a new uphill policy, letting season-pass holders receive an Uphill Pass for free and non-passholders purchase one for $20. “It offers designated routes for skinners, snowshoers and hikers so folks can enjoy the mountain even when lifts aren’t spinning, and without interfering with mountain crews,” says Michael Joseph. “It’s just another great activity people can do when they’re here.”

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JACK AFFLECK

We try to cater to multi-generational travelers. Not just mom, dad and the kids, but also grandparents.

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FEATURE | STARTUPS

CORBEAUX MAKES BASELAYERS OUT OF BAMBOO.

THE ANATOMY OF A STARTUP At the Wright Awards in Denver this fall, Darcy Conover could be seen on the big screen, head tilted back, cawing like a crow. The annual awards ceremony celebrates innovation and entrepreneurship in Colorado’s outdoor and lifestyle industries. Conover and her partner Adam Moszynski, ski mountaineers from Aspen, Colo., were chosen as contenders for starting up a socially responsible baselayer company called Corbeaux Clothing in 2012. Corbeaux is French for raven, a bird that the duo considers a good omen in the backcountry.

The inspiration for Corbeaux came during the couple’s honeymoon on Kilimanjaro. Neither was comfortable wearing wool, and they disliked the stink sometimes associated with synthetics. Working out of their home, they

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SNOW SHOW DAILY | DAY 4 | SIAsnowshow.com

turned to bamboo, an alternative natural fiber, to create something new.

Spearheading a successful startup is no small feat. Some 60 percent of new businesses don’t make it past the six-

year mark, according to the U.S. Small Business Administration. The good news is that 39.8 percent do survive.

“Ideas are cheap and many,” says JP O'Brien, CEO and managing director of Black Lab Sports, a Boulder-based company that works with sport-based startups. “To turn ideas to reality, entrepreneurs need to first identify their core purpose in life.”

For Corbeaux, the purpose was two-fold: to create an alternative baselayer but also to give back to the source of their inspiration. On Kilimanjaro, the couple saw an urgent need in developing mountain communities for better gear. In its Join the Flight campaign, Corbeaux collects

COURTESY OF CORBEAUX

How new brands are breaking through in the snow sports industry. By Helen Olsson

new and gently used apparel to donate to mule drivers, guides, porters and cooks in places like Peru and Ecuador. “We collect the gear, get on a plane and hand-deliver it,” says Conover. “It’s easy to donate a percentage of your earnings. This is different.”

One pitfall O’Brien sees is the startup looking for deeppocketed investors to bankroll an idea into existence. He advises starting small. “Build it in the basement or the garage, identify your customer, and sell it,” O’Brien says.

“Go through that first cycle and prove it out." At Lè Bent, a sock and baselayer company that brought innovation to the segment with rayon made from bamboo, founders put up their own capital and every dollar earned was re-invested. “Focusing on fewer markets ultimately enabled us to develop better products and build out from a stronger

In the snow sports industry, relationships with specialty retailers can be a boon for startups. foundation,” says Founder Simon Blondel. Lè Bent started with a single sock in 2012. Four years later, the company is in 200 shops in eight countries.

Similarly, Vapur was self-funded and started small by first selling its portable flexible bottle online, then growing into brick-and-mortar retailers. “Our product line went from one bottle to 30-plus SKUs sold in hundreds of ski shops nationwide,” says Vapur Co-Founder David Czerwinski.

“In seven years, Vapur has seen exponential growth.”

Many startups are using crowdfunding sources to launch new concepts. Corbeaux’s campaign raised $40,000

COURTESY OF D•CURVE; COURTESY OF LÈ BENT; COURTESY OF VAPUR

VAPUR HAS SEEN 'EXPONENTIAL GROWTH' OVER THE PAST SEVEN YEARS.

FROM LEFT: D•CURVE IS A YOUNG EYEWEAR COMPANY WITH JUST FOUR EMPLOYEES; LÈ BENT WAS STARTED BY A PRO SKIER AND BOOTFITTER IN FRANCE.

through Indiegogo to manufacture its first line.

Kickstarter is another popular funding source. “Running up credit cards and cashing in our savings has helped sustain us,” says Andrew Strauss, who in 2015 launched D•Curve, a young eyewear company with just four employees. Now the company is turning to Kickstarter to raise capital.

When it comes to customers, O’Brien says startups need to not only know them, but love them—otherwise it’s impossible to be authentic. Lè Bent’s Blondel, a pro skier and bootfitter in Val d’Isere, France, knows his customer down to the fifth metatarsal. “Listening to our customers’ feedback drives our products to be better,” he says.

Inspired by teaching his own kids to ski—and knowing there had to be a better way—Slope Ropes founder Sean Dempsey, credits customer feedback to the company’s success. Slope Ropes had its first prototype in 2010, and distributed 20 samples four years later. “Dialogue was important; we had conversations with anyone and everyone,” he says. Customer insights have shown up in product design and positioning. And customer validation, Dempsey says, has kept him passionate about the product.

Unlike Dempsey, a ski industry outsider, many startup founders at the Show today are industry veterans

who decided to branch out. In 2015, Strauss worked for nearly two decades with Mountain Shades before launching D•Curve, an eyewear company. “Working at another company gave me a wealth of knowledge on products and what features they were missing,” Strauss says. That meant bringing innovation to a mature market, with removable face foam on goggles and engineering frames with medical-grade titanium.

In the snow sports industry, relationships with specialty retailers can be a boon for startups. Vapur partnered with California’s Sierra-at-Tahoe to keep disposable plastic bottles out of landfills through the installation of hydration stations around the resort and the selling of Vapur bottles in Sierra Mountain Sports. For Slope Ropes, local shops provided education. “Little Ed’s in Collingwood, Ontario, was our first retailer,” Dempsey says. “They took the time to speak with us about the industry and buying cycles and retail displays.”

For Meier Skis, which started out making its ecofriendly beetle-kill wood skis in a one-car garage in 2009, retailer feedback has been an essential tool. “Mountain Chalet in Colorado Springs has been an incredible sounding board for us to bounce ideas off of and to refine our business model,” says Meier Co-Owner Ted Eynon.

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TOP TRENDS | MARKET TRENDS

DATA SNAPSHOTS

A look at trends across the Nordic, accessories and apparel categories. By Lindsay Konzak

SIA offers a comprehensive look at the snow sports industry in its Snow Sports Intelligence APPAREL Report each year, covering equipment and accessories sales, as well as consumer behavior and Overall, outerwear sales brought in more than $1.6 billion cultural trends. Research Director Kelly Davis spoke about these trends on Wednesday during in 2015-16. Outerwear tops, with sales of $1.3 billion and 10.8 million units, outsold snow bottoms by 3 to 1 units Industry + Intelligence. Here’s a look at three categories’ performance in the 2015-16 season. sold, and by 4 to 1 in dollars sold.

NORDIC SKI

The number of cross country participants grew in 2015-16 to 4.6 million, and the number of women as a percentage of that continues to go up. Like the other categories, anemic snowfall in the East and Midwest last season depressed sales.

Equipment sales were down 16% in dollars, and unit sales were down 18%. Broken down, Nordic ski sales were down 21%; boots down 16%; poles down 19%; and bindings down 17%.

More Nordic equipment is being sold in outdoor specialty shops than in snow sports specialty shops.

Get your copy of SIA’s Snow Sports Intelligence Report at snowsports.org/research.

EQUIPMENT ACCESSORIES

In the 2015-16 season, goggle sales were $143 million, up 4% in dollars, while helmet sales were $118 million, down 2% in dollars. Protective pads sales were $3 million, down 3% in dollars. And snowshoes were down 2% in dollars sold.

Previously one of the fastest-growing categories, action camera sales in snow sports channels slowed last season, falling 37% in units sold and 46% in dollars for a total of $30 million.

According to SIA, this was likely due to increase in distribution by big boxes and online channels, including Best Buy and Amazon.

As with other product categories, unit and dollar sales of accessories were up in the West, and down in all other regions. Weather patterns and sales by region in specialty shops is highly correlated.

A big target for outerwear tops are consumers who will never ski or ride. With the exception of insulated tops, other tops were down in dollars sold in the 2015-16 market.

Snow bottoms reached $329 million in sales in 2015-16 season, up 2% in units and 5% in dollars sold. Insulated bottoms were up 11% in dollars sold, shell bottoms were down 10%, and softshell bottoms were up 20%.

An interesting note: Average prices for insulated and shell snow bottoms were higher online than in specialty shops in 2015-16.

Retailers sold $529 million worth of apparel accessories in 2015-16, including headwear, face masks, gloves, mitts and baselayers. Most categories were down, including headwear/facemasks (down 5% in dollars), handwear (8%) and baselayers (5%). A bright spot: women’s headwear, which was up 5% to $26 million last season.

THE ECLIPSE BLACK LENS MT. BAKER SKI AREA, WA. USA "STICKY WICKET"

ABOM.COM

HATS | TOP TRENDS

TOPPED OFF

Latest hat styles keep you warm while adding a touch of cool. By Brigid Mander AT THE SHOW

1.

Chaos

The Chaos Lux line is glamorous and stylish without getting too fussy. Clean lines, high-end fibers and simple embellishments like faux-fur pom-poms spice up après. Booth #1529

LOOKING GOOD

Modern hats do more than keep your head warm. After all, wearers want to make an impression off the slopes after stripping off their helmets. According to Turtle Fur’s Whitney Brownie, this means glamourous touches like faux fur and metallic yarns.

“These tweaks to winter necessities allow for a touch of luxury, and a fresh, polished look,” she says. Sleek, simple and retro-inspired designs are also sought-after styles, says Corinne Prevost of Skida Headwear.

Dale of Norway

▲ DALE OF NORWAY HOVDEN HAT

Inspired by 1950s Norwegian sports sweaters, the Olympic Passion hat and headband coordinate with the official Olympic Passion Sweater for the Norwegian Olympic team, designed exclusively for the 2018 Winter Olympic Games in Pyeongchang, South Korea.

Also check out the Hovden Hat, featuring a pattern from the Vail World Championships. Booth

▲ SAUCE SLOUCHY BEANIE

2.

#829

LIGHT AND LEAN

The last few seasons have seen growing demand for more versatile, lightweight hats that can work in warmer winter weather, according to Chaos. As a result, brands are incorporating more fine yarns like merino wool, cashmere and soft synthetic fibers.

Consumers are also showing a strong interest in natural wools responsibly sourced from farms and ranches with humane practices.

Outdoor Research

▲ CHAOS LUX

Outdoor Research's Ascendent Beanie is ideal for backcountry skiing and other high-exertion activities in the cold of winter.

The Babs Beanie features 100% PrimaLoft Gold Insulation, which traps heat. It has a breathable, light-knit outer combining finegauge merino wool and acrylic yarns. Booth #2816

▲ SKIDA VISTA KNIT

Sauce Headwear

Sauce’s Slouchy beanie appeals to function and style: It holds up to demanding days on the trails, but is cute enough to sport at the local brewery on the way home.

3.

TECHNICAL EDGE

Booth #1352

Skida ▲ OUTDOOR RESEARCH BABS BEANIE

Consumers want hats that perform, paired with elements of safety, such as reflective yarns for visibility at night. Getting and staying outside comfortably, even after sunset, plays a big part in an active winter lifestyle, according to Turtle Fur’s Brownie.

Using the latest in material tech, headwear companies are incorporating both insulation and breathability and wicking. At the same time, they recognize that function should come with style. “A trend that we are continuing to see is headwear that can take you from an active setting to a casual kickback in a heartbeat,” says Sauce Headwear’s Shayla Swanson.

Skida's Vista hat combines highend yak, cashmere and fine wools with retro-inspired styling, for a cozy and sleek look whether skiing, running or relaxing. Booth #2001

Turtle Fur

The Illuminati beanie features reflective yarns, adding sparkle as well as safety for active outdoor lifestyles during shorter winter days. Booth #1430

SIAsnowshow.com | DAY 4 | SNOW SHOW DAILY

15

TOP TRENDS | PROTECTIVE GEAR

BEFORE THE FALL Brands meet growing demand for protection from the neck down. By Ben Gavelda

1.

WEARABLE PROTECTION

2.

Ski racers in particular are prone to severe lacerations from edges, but it’s not uncommon for the average rider to take an unexpected slash. Even the nicest baselayer and Gore-Tex pants can’t protect from a sharpened edge. The team at POC sought to bring safety closer with the introduction of Dyneema cut-resistant fabric in their baselayer, made to protect one against finely honed edges.

▼ POC CUT SUIT

SECOND SKIN

▼ SWEET PROTECTION BEAR SUIT

▼ GRINDER BACK PROTECTOR

▼ DAKINE WRIST PROTECTOR

Making products that offer significant protection while remaining comfortable and unnoticeable is a tough task.

New foams and fabrics from brands like POC and Slytech have answered this call. But it’s also about changing users’ perception about protective gear. “We wanted to learn how we could enhance our products and challenge people’s perceptions in order to protect the backs of all skiers and riders—even if they were simply cruising groomers with their mom,” says Slytech Co-Founder and CEO Carlo Salmini. “Back protection needs to be mainstream. After all, skiers and riders of all abilities stand to benefit from protection and a desire to ride again the next day.”

AT THE SHOW Dakine

A go-to for beginners and those wary of catching an edge, Dakine’s Wrist Protector Gloves provide a sleeker approach to wrist protection. Booth #2563

brings safety next-to-skin with innovative cut-resistant fabric in crucial areas. The Cut Suit layer retains warmth and moisture-wicking properties while shielding you from an accidental slice. Booth #3157

Demon United

Slytech

Marker

Sweet Protection

▲ SLYTECH FLEXI VEST

Demon United is one of the few brands offering body protection for youngsters. The Youth Flexforce Top is a scaled-down version of their flagship top with near-complete upper-body protection for groms who send it. Booth #2571

16

SNOW SHOW DAILY | DAY 4 | SIAsnowshow.com

Marker’s Body Shorts provide simple, minimal protection for the hips, legs and bum that stands up to hard slams. Bonus: additional warmth and cushion for cold chairlifts. Booth #4225

POC

POC’s Layer Cut Suit Top and Bottom baselayer

Slytech’s new 2nd Skin XT protective foam is featured in its Flexi Back Protector. It’s exceptionally thin, flexible and light while adapting to different forces and speeds of impact for thorough protection—even in low-energy crashes. Booth #1167 The Bearsuit Back Protector Soft is ergonomically designed for comfort, including adjustable shoulder and chest straps, and has multi-impact shock-absorbing properties. Breathable mesh panels help avoid overheating. Also look for its Grinder Back Protector, which is multi-layered carbon-reinforced. The brand calls it a helmet for your back. Booth #3750

Member-owned and industry-inspired SnowSports Industries America (SIA) is the national, non-profit trade association that loves winter as much as you do.

Built for the businesses of snow, SIA represents and supports core and on the rise suppliers of snow sports equipment, apparel and accessories. Our vision is to get more people around the globe engaging in an active winter lifestyle. Our purpose is to help the winter sports industry thrive and align SIA’s strategy with the opportunity ahead of us, not the challenges behind. Be a part of the winter sports industry – JOIN NOW!

Join SIA and the industry today and see what a membership can do for your business.

#lovewinter #SIA17

SIA // SnowSports Industries America

The Business of Snow

TOP TRENDS | TRAVEL BAGS

EVERYTHING IN ITS PLACE Consumers seek smarter bags; brands respond. By Bevin Wallace

1.

2.

GET SMART

“Consumers want organization. They want lightweight.

They want features. And they expect quality,” says Kulkea Founder David Abramowitz. It’s no longer enough for a snow-sports travel bag to provide space for gear. New bags are designed to organize everything a skier or snowboarder needs, keeping gear easy to find and access. Most bags include several internal and external pockets of various sizes, and even removable systems for more customized functionality. Check out Dakine’s new modular travel system. New bags also feature easy-to-access compartments and have foldout flaps to use as mobile changing areas.

3.

WARM BOOTS, WARM FEET

“Start your day with warm and dry boots. Warm boots are softer and easier to put on and adjust to correct size,” says Gene Kliot of Transpack. Warm feet are obviously a bonus, too. The trend of heated boot bags has evolved from formless duffels to highly organized ski-boot backpacks.

Many of the new bags feature multiple heat settings and use thermal conduction (as opposed to relying on radiant heat transfer) to efficiently warm boots. Check out new offerings from Kulkea, Sportube and Transpack.

INVESTMENT-QUALITY GEAR

“Winter-sport consumers want quality products. Rather than risk the safety of their equipment or need to purchase a new bag every year, skiers are willing to invest in a product that will protect their gear for years to come,” says Taylor Lower of Sportube. Look for lighter yet more durable fabrics, quality padding, thoughtful features and sturdier construction from most of the brands in this category. In particular, Marker is using a durable waterrepellent PVC tarpaulin fabric throughout its new bag line, and Sportube and Athalon also focus on building strong, durable travel bags.

AT THE SHOW Athalon

Athalon is designing luggage to appeal to younger, more fashion-conscious customers. The Everything Boot Bag in the company’s new “WhiteOut” print is lightweight and features extra padding on the back and backpack straps, ventilated boot compartments, bungee cords, clips and earbud ports. Booth #4121

Dakine

▲ SPORTUBE FREESTYLER JR.

For travelers, the Boundary Ski Roller Bag holds two pairs of skis, one pair of boots, poles and outerwear using removable external bag attachments. The interior features a modular organization system that is removable. Booth #2510

▲ ATHALON WHITEOUT

Kulkea

The Thermal Trekker was designed based on the company’s highly organized backpack Trekker Line and features a custom-designed thermal conduction heat-transfer system for expedited boot warming. Booth #2433

Marker

18

SNOW SHOW DAILY | DAY 4 | SIAsnowshow.com

▲ TRANSPACK HEATED BOOT PRO XL

▲ DAKINE BOUNDARY SKI ROLLER BAG

The new Access Boot Bag features a waterproof foldout change station. The 22” by 16” area allows for plenty of room to change in and out of boots while standing in a wet parking lot. It’s made from durable, water-repellent 500D PVC tarpaulin to help protect gear against the elements. Booth #4225

Sportube

The Freestyler Gear & Boot Bag is a junior version of the company’s popular Freerider, complete with two boot compartments and one main central compartment to fit up to a size-25 boot plus a helmet, goggles and gloves. It’s made from high-quality polyester for durability and comes in several new prints and colors. Booth #2700

Transpack

The Heated Boot Pro XL Glen Plake Edition Backpack features three heat settings, a p12 volt plug for the car, easy-access side-hinged boot-storage system, an expandable helmet pocket, and two additional storage pockets. Booth #2839

COME VISIT US AT

BOOTH 1524

THANK YOU!

TO OUR SPONSORS, PARTNERS, SUPPORTERS, MEMBERS &

EXHIBITORS FOR HELPING MAKE THE 2017 SIA SNOW SHOW A SUCCESS.

SIAsnowshow.com

SIAsnowshow.com/social

|

#SIA17

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FEET COMPLETE

Insole Solutions for Snowsports Booth #3349

Masterfitinc.com (914) 944-9038

Product Zone REDEFINE WTF WASH THE FOAM

WITH THE 1 ST EVER REMOVEABLE WASHABLE + REPLACEABLE SKI GOGGLE FOAM www.dcurve.com

Special Advertising Section

COME CHECK IT OUT AT BOOTH # 2265 FOR A CHANCE TO WIN

Traveler boot bag

Featuring the freshest gear on the market today. Here is a sneak peek at what’s new and what’s coming from leading industry companies

PRODUCT PICKS | AT THE SHOW

WISH LIST CELESTIAL OBJECT VonZipper Satellite “A manmade object intentionally placed into mountainous orbit,” is how VonZipper describes Satellite, the lowprofile, wide-peripheral goggle that offers clear vision no matter your position in the stratosphere. Satellite is an OTG (over-the-glass), helmet-compatible goggle that’s available with the terrain-enhancing Wildlife lens. “It highlights the humps, bumps and hollows,” said Chris Albanese of VonZipper. Bonus points for the Zapp color option – the wild neon strap looks like it’s been orbiting earth since the 1980s hot doggin’ era. Booth #3762

A WOMAN’S TOUCH

Dakine Stoker Bib

The Stoker was born from a paradigm shift: the women’s apparel made the dudes jealous. “We asked our male athletes to describe the perfect bib. They wanted a lot of pockets and this women’s drop seat,” said Amy Eichner, product line manager, referring to the seamless functional camouflage drop seat on the Dakine Beretta 3L bib. For the men’s iteration, the entry point is from the chest down to the bottom of the fly; peeling down the entire bib is no longer a necessity. Booth #2563/2510 ▲

A LOOKER

Sunice Arielle Jacket

BAILEY LARUE AND MADISON RAHHAL

This eye-catching jacket melds fashion and performance for luxury. The stretchy, waterproof/breathable Primaloft shell keeps out the cold while the Velboa plush lining adds a layer of comfy warmth. The hood and collar are removable, there’s a built-in goggle wipe and you can find a stash pocket on the lower sleeve. Booth #1524

▲

ROCKET SCIENCE

DPS Alchemist

DPS’s new Alchemist line was designed by head engineer Peter Turner, who worked with Shane McConkey on the Volant Spatula in the early 2000s. The Alchemist inner wood core is wrapped in a vibration-tuned, aerospace-grade, pre-pregnated carbon fiber weave for power underfoot in a lightweight package. Proprietary damping materials allow for a smoother ride.

“The skis are built to last,” said Alex Hunt, DPS public relations manager. “The idea is that your 500th day on the ski will be the same as it is on the first day.” Booth #3314

▲

SOCK IT TO ME

Darn Tough BA Betty and Barney As fat-biking takes off, Darn Tough tackles a new need, offering a sock that fits in a biking shoe but keeps toes warm when the mercury dips. The BA Betty and BA Barney (BA is short for badass) draws on tech from the company’s mountain biking sock with wicking merino wool and construction to alleviate hot spots from the ankle bone to the toe box. What makes it winter-worthy is cozy cushioning at the toe and above the lower leg.

“Using a fine-gauge merino wool and a fine-gauge needle to create high-density terry loops,” explained Darn Tough's Brian Brand.

Especially badass is the tattoo-inspired pattern on the Betty. Booth #2101

SIAsnowshow.com | DAY 4 | SNOW SHOW DAILY

23

AT THE SHOW | WHO'S COMING

EXHIBITORS

More than 900 brands on display at the Snow Show (as of Jan. 13, 2017; subject to change) Company

Company

Company

Company

Company

Company

2XU..................................... 1235 4F........................................ 1510 686..................................... 2965 Abom Inc......................... 1865A ACADEMY Snowboard Co.............. 2975 Adaptive Spirit....................... 19 adidas Snowboarding......3062 Advanced Racking Systems......................... 3247 Airblaster............................ 2578 Airhole Facemasks............. 2463 Aksels................................. 2648 All Resort Furnishings......... 2406 Allett................................2620 Aloha Products LLC............ 3570 Alpaca Imports................... 2546 Alpina Sports Corp............. 2512 Alpine Radius Control Technologies...............3908 Alp-n-Rock LLC................... 1327 Alps & Meters...................620 American Express OPEN.... 2906 Apex Sports Group LLC..... 4018 Arbor.................................. 3670 Arcade Belt Co................... 2566 Arctix.................................. 2430 Armada............................... 4155 Arpin..................................216 Artesania Inc....................... 1633 ARVA.................................. 3219 Astis.................................... 2220 Athalon Sportgear Inc........ 4121 Athletic Event Supply......3324 Atomic USA Inc.................. 3835 Auclair Sports Inc............... 1330 AWSM Brand...................... 2281 B Fresh Gear......................766 Backcountry Access Inc...... 3658 Ballistic Boardwear/ ShredSaver.................2480 BEARPAW........................1143 BEMER.............................4107 Bern Unlimited Inc...... 3674, 3677 Besso Imports..................... 1508 Big Agnes Inc..................... 2421 Bishop Binding Co...........2317 Bjorn Daehlie North America............4109 Black Crows Skis...............1865B Blackstrap........................... 3156 Blizzard..................... 3407, 3507 BNY GLV..........................1450 Bollè................................... 1162 Booster Strap..................... 3423 Boot Doc............................ 3140 Boulder Gear...................... 2629 Braven.................................. 362 Brekka.............................3430 Briko USA........................... 3918 Buff Inc............................... 2645 BULA.................................. 1256 Burton Snowboards...Mtg Room 204 C3....................................... 3162

C4 Belts.............................. 2283 Capita Snowboards............ 3162 Capranea Sports AG........1513 Captuer Headwear............. 2473 Carabiner Coffee................ 2517 Carver Skateboards............ 1579 Celtek................................. 3679 CenterStone Technologies Inc............ 1835 CEP Compression Sportswear.................... 4031 CG Habitats........................ 2177 Chaos................................. 1529 Cheveux Corp..................1453 Cirque Mountain Apparel.......................... 1543 Coal Headwear................... 3162 Coalition Snow................... 2614 COLDPRUF Base Layer..................1317 Colmar...................... 1018, 1321 Colorado Mountain Club................16 Colorado Ski Country USA.................. 1848 Corbeaux............................ 1149 CP Sports North America LLC.................. 3638 Craghoppers................ 735, 836 Crescent Moon Snowshoes.................... 4012 Crux Expedition Trailers........................2822 D·CURVE............................ 2265 Dakine.......................2563/2510 Dalbello Sports LLC............ 4025 Dale of Norway Inc............... 829 Dang Shades....................2964 Dare2b.......................... 735, 836 Darn Tough Vermont.......... 2101 DC Shoes Inc...................... 2682 Deeluxe......................... 1865DL Demon United.................... 2571 Descente North America, Inc................... 1008 Deuter................................ 2919 Deviation Ski & Snowboard Works......... 3325 Dinosaurs Will Die Snowboards................... 2976 DMOS.............................. 1865D DonJoy Performance.......3535 Double Diamond Sportswear.................... 1832 DPS SKIS............................. 3314 Dragon Alliance.................. 3170 Dynastar Skis...................... 3513 Economic Development Corporation of Utah...1825 EGG.................................3942 Eider..................................... 824 Eisbär Sportmodeu Gmbh............................ 2825 EK Ekcessories Inc...........3331 Elan Blanc........................... 1830

Elan Skis............................. 2512 Elevety Inc.......................1171 EMU Australia..................... 1342 Endurance Enterprises Inc............... 1801 Envy Snow Sports............... 3837 Erik Sports-Whitewoods..... 3307 Eurosock International....... 1332 Everest Designs.................. 1045 E-Z UP International Inc..........4339 Faber & Company Inc...............4211 Faction Skis........................ 4150 Farm to Feet....................... 4139 Fast Strap........................... 3328 Fera International Corp........ 811 Fischer Skis US................... 4218 FITS .................................... 1540 Fix Binding Co.................... 2580 Flow Sports Inc................... 2970 FlyLow Gear....................... 2922 Fox River Mills Inc.............. 2419 Freaker USA......................947 Full Tilt Boots..................... 3847 G3 Genuine Guide Gear Inc......................... 2911 Giro Sport Design.............. 3354 Gnarly..............................2966 Goal Zero........................... 2416 GogglePal..........................765 Goldbergh............................ 324 Goldwin America Inc............ 613 Good Livin.......................... 3680 GOODE Ski Technologies......................3226 GoPro................................... 860 Gordini USA Inc.................. 2650 Grabber Inc........................ 3323 Grand Sierra Accessories...................... 940 Grassroots California.......... 3680 H & H Sports Protection.....................945 H2O Guides Inc...............2514 HALTI OY.........................1044 Hammitt.............................230 Hand Out Gloves................ 2272 Handshake.......................2160 HangEmRight..................3538 HEAD/Tyrolia Wintersports.................. 2829 Heat Factory USA Inc......... 1606 Helly Hansen...................... 1514 Hestra Gloves LLC.............. 1824 Hi-Dow International.......4340 High Fives Non-Profit Foundation.................... 1052 Holden................................ 3470 Holmenkol.US..................... 4207 Homeschool Outerwear..... 2479 Honey Stinger.................... 2426 Horizon Agency Inc............ 2506 Hot Chillys.......................... 3135 Hotdish Snowskates........... 3581 Hotfingers Gloves............... 1507 Hotronic.............................. 2939 Hovland Snowskates.......... 3581 HOWL................................. 2672 ICE Outdoor Sports.........3940 Icelandic Design................. 1316 Icelantic Skis....................... 3218 Icepeak................................. 202 Incredibles.......................2513 Indigo Ski USA LLC............ 3221 InkMonstr........................... 3330

International Skiing History Association (ISHA)............. 21 Intrawest.........................1154 Itasca Footwear by C.O. Lynch Enterprises.......... 1245 J. Lindeberg.......................611 Jack Wolfskin.....................526 Jail Jam..............................318 JLab Audio.......................1066 Joshua Tree Skin Care........ 1607 JOTT..................................318 Jupa Sports........................ 1511 K2 Apparel......................3953 K2 Skis................................ 3753 K2 Snowboarding............... 3758 Kamik.................................. 1435 Karakoram.......................... 3077 Karbon................................ 1011 Kari Traa................................ 522 KASK Spa........................... 3147 Kästle USA.......................... 3530 KGB SPORT........................ 3605 Khombu.............................. 1343 Kicking Horse Coffee.......2512 Killtec NA Inc...................... 1829 Kinross Cashmere............1029 Kiss My Face LLC................ 1401 KJUS North America Inc....... 602 KneeBinding Inc................. 3316 Kombi Ltd. Inc.................... 2835 Komperdell......................... 3922 Krimson Klover................... 1026 Kuhl Clothing...................... 1817 KULKEA.............................. 2433 KUUsport Mfg. Ltd............. 3912 Kwik Tek Inc........................ 3318 L2R Snowboards..............3572 LandYachtz......................... 1577 Lange Ski Boots.................. 3513 Lasting Sport...................2842 Laundromat.......................... 536 L-Bow Mittens.................... 2545 Le Bent............................... 1036 Leki USA Inc....................... 2925 Level USA........................... 2364 Liberty Mountain................ 3428 Liberty Skis......................... 3830 Linda Richards Inc............... 1318 Line Skis.............................. 3850 Liquid / Tension of Sweden.........................839 Lone Mountain Printing Inc.................1054 Look Bindings..................... 3513 Lorpen North America Inc......................1345 Lucky Bums Inc................... 2621 Luhta USA Ltd...................... 202 M. Miller............................. 1021 Mad Jack Snowsports........ 3539 Maison Montval.................... 318 Mammut Sports Group NA...................... 2915 Marhar Snowboards........... 3473 Marker USA........................ 4225 Marmot Mountain LLC....... 2316 MasterFit Enterprises......... 3349 MDXONE........................... 2267 Medical Data Carrier.......3249 Meier Skis........................... 2914 Mervin Manufacturing........ 2778 Message Factory Inc............ 821 Mitchie’s Matchings.............. 331 Molliolli..............................326 Mons Royale USA............... 3747

Montana Sport / North America Inc......... 3344 MOTOTV Networks........... 3334 Mountain Collective............. 665 Mountain Uniforms............. 1320 Native Eyewear.................. 3335 NEFF................................... 4165 Never Summer Industries....................... 3765 Newland............................. 1030 N-grained Inc...................2413 Niche Snowboards............. 3075 Nidecker North America..... 2979, 3076 NILS.................................... 1847 Nitro Snowboards.............. 3179 Nobile Skis & Snowboards................3352 Nordic Center..................... 4116 Nordica USA............. 3408, 3509 NoSo Patches..................1546 NPD Sports and Leisure Trends............... 3425 Oakley Inc........................... 1457 Odd Molly..........................213 Omid Sports Inc.................872 One Way Sport USA........... 4112 OneBall............................... 2680 O’Neill................................ 1556 Onewheel........................... 1977 OOKPIK world...................518 Optic Nerve........................ 3152 Orage................................. 1850 Origin Distribution...........1380 Original Ski Balm/ Adventure Balm..........3338 Ortovox USA Inc................ 2919 Oskar Blues......................2511 Outdoor Gear Inc............... 2629 Outdoor Research...........2816 Outdoor Tech....................... 962 OwnerIQ............................843 Pajar Canada...................... 1635 Parajumpers............. 1018, 1321 Patagonia Inc...................... 1862 Pepper’s Polarized Eyewear......................... 2952 Phunkshun Wear LLC......... 1547 Picture Organic Clothing..... 1865P Pinnacle Designs................ 2427 PISTIL.................................. 2233 POC.................................... 3157 Point6 LLC.......................... 1630 Polar Bear Snow Sports LLC..................3910 Polarmax............................. 2438 Polartec LLC....................... 2559 Popticals............................. 1271 POW Gloves....................... 3475 PowderJet Snowboards.....2415 Pret Inc............................... 3742 Pretty Great LLC................. 3478 Prior Snowboards & Skis......2275 PSIA-AASI............................... 20 Purnell................................ 1542 Quiksilver Inc...................... 2382 Rain Retail........................... 1035 Randall Innovations.........3911 Rawik.................................. 2629 Redfeather Snowshoes....... 3410 Redox Clothing..................420 Regina Imports LLC............ 1319 Reima Oy.........................1308 Remind Insoles................... 2671 Rental World - Backshop.... 4307

Retail Control Systems....1252 reusch SnowSports............. 3635 Revolver Gear..................2277 Rezo Systems..................3746 Ride Snowboards............... 4162 Ripclear............................... 3252 Rocky Mountain Sunscreen...................... 2460 Rocky Mountain Underground................. 3232 Rodin Ltd............................ 2615 Rome Snowboard Design Syndicate........... 3177 Rossignol USA Inc.... 3418, 3518, 3523, 3524 ROXA Sports...................... 3907 Royal Racks......................3580 Ruffolo Enterprises Inc....... 2653 Rukka.................................... 202 Ruroc Ltd............................ 3340 Salomon Snowboards........ 3565 Salomon USA..................... 4135 Sandbox............................. 2576 Sauce Headwear..............1352 Save the Duck....................418 Saxx Underwear Co............ 2570 Scarpa North America Inc.................... 3113 Schure Sports U.S.A. Inc.......1011 Scott Sports........................ 2845 Screamer Inc....................... 1037 Sector 9.............................. 1877 Sego Skis............................ 4342 Seirus Innovation................ 2534 Sh*t That I Knit................1545 Sherpani International Inc............ 1434 Shred Optics....................... 1167 Sierra Sage Herbs............1138 Skea Ltd.............................. 1814 Skhoop............................... 2319 Ski and Snowboard Mechanics Workshops.....4106 Ski Kare Inc......................... 3310 SkiA Designs....................... 4210 Skida................................... 2001 Skiezy Inc.........................4010 SkiMetrix Ltd...................... 3423 Slide-On............................. 3423 Slippery Racer Sleds........3528 Slytech Protection.............. 1167 Smartwool Corporation........ 851 Smith.............. 2852, 2853, 2859 Smokin’ Snowboards.......... 2573 Sno Skins Inc......................... 823 Sno-go.............................4108 Snowboarders and Skiers for Christ............. 2182 Snowjam Canada Inc.......... 4068 SOLE................................... 4337 SOS Outreach........................ 22 Soul Poles........................... 3909 Soulmotion Snowboards.....2814 SP United USA Inc................ 662 Spacecraft.......................... 2575 Spark R&D.......................... 2475 SplitFit Boots LLC............3424 Sport Obermeyer Ltd......... 1608 Sportcaster Company Inc................... 657 Sports Accessories America Inc.................... 2625 Sportube............................ 2700 Spyder Active Sports Inc.......... Mtg Room 401

24

SNOW SHOW DAILY | DAY 3\4 | SIAsnowshow.com

*New exhibitors are bolded

Company

Company

Company

Company

Company

Company

Spyderco............................ 3250 Stance................................. 2465 Stingray Eyewear..............941 Stockli Outdoor Sports...... 3230 Stoney Surfers.................2414 Storm Creek Apparel.......2428 Strafe Outerwear................ 2820 Sun Bum LLC...................... 2269 Sun Valley Ski Tools Inc....... 3549 Sunice................................. 1524 Sure Foot Corporation......943 Swany................................. 1507 Sweet Protection................ 3750 Swix Sport USA, Inc............ 3107 Tecnica USA.............. 3407, 3507 Terramar Sports Inc............ 2651 The Soze Group (TSG)........ 4213 Therma-Phone.................1071 ThirtyTwo............................ 3562 Till I Die............................1351 TOBE Outerwear................ 1340 Toko.................................... 3107 Tomahawk International.....2521 Torch Coat Heater...........1048 Transpack............................ 2839 Trespass USA........................ 529 Turbine............................... 3683 Turtle Fur............................ 1430 Uniform Gallery.................. 4205 Union Bindings................... 3162 US Ski and Snowboard Hall of Fame...................... 17 UVEX Sports Inc................. 2908 Vagabonds LLC..................318 Vail Resorts Inc. / Epic Pass.....558 Vans.................................... 2770 Vapur.................................. 2313 Vauhti Wax Technologies......3828 Ventamatic Ltd................3537

Venture Snowboards.......2478 Vigor Eyewear.................3536 VillageHouse...................... 1233 Volcom................................ 2983 Volkl.................................... 4225 VonZipper........................... 3762 Vuarnet............................... 3155 Weston Snowboards........2717 Westword........................3336 Wintersteiger Inc...... 2939, 3140 Wolfgang Man & Beast.....2619 Wolfie Furs Canada............ 1821 WSI Sports.......................... 1353 YRC Freight.......................... 850 Zamst...............................3923 Zanheadgear...................... 2077 Zanier Sports Inc..............1865Z ZDAR Boot USA................. 1231 Zeal Optics......................... 2161

Jiangsu Rixi Zipper Co Ltd...............647 Jining Glove and Sewing Product Col Ltd............... 539 Jining Jian hua Zhongxing Ski Products Co. Ltd........ 639 Jining Tian Jiu Industry & Trade Co. Ltd................642 K & K Clothing Accessories Co................ 641 Nantong Rainbow Fashion Co. Ltd.............844 NET Sportswear Ltd..........849 Pixlee.................................651 Roaly Merchandises Inc........ 741 Shanghai Qixia Sunshine I/E Co. Ltd....................446 Shenzhen Pengyifa Industrial Co. Ltd............. 645 Shenzhen Reanson Products Co., LTD........... 848 Shifan Racewear Inc............. 648 Texland & Nexko Co. Ltd............................. 551 Topper Crown International Inc..........1050 Toray International America Inc...................... 745 YKK (USA) Inc....................... 750

Apex Ski Boots Armada Atomic Nordic & Alpine Bent Metal Bindings Bern Black Crows Black Diamond Equipment Bollè Blizzard Capita Snowboards Coalition Snow Dalbello Ski Boots DC Deviation Skis & Snowboards Dynafit DPS Skis Dragon Dynastar Skis Envy Snow Sports Elan Electric Fisher Alpine Flow Snowboarding Flux Bindings Full Tilt G3 Giro Goggles & Snow Helmets Gnu Snowboards Good Carbon Ski Products Grass Sticks HEAD Wintersports Alpine Skis, Ski Boots & . Bindings HillRyder Icelantic Skis Indigo Ski Equipment Jones Snowboards K2 Skis & Snowboards

Kästle Skis Kerma Ski Poles La Sportiva Lange Ski Boots Leki Poles Liberty Skis Lib Tech Snowboards Line Skis Look Bindings Madshus Marhar Snowboard Marker Ski Bindings, Helmets & Goggles Meier Skis Native Eyewear Never Summer Snowboards Nitro snowboards Nordica Boots & Skis Now Bindings Oakley POC Ride Snowboards Rocky Mountain Underground Rome Snowboards Rossignol Alpine, Nordic, Snowboard & LOOK Bindings Scarpa Salomon Alpine, Snowboards, Goggles, Helmets & Nordic Sandbox Helmets Scott Sports Sego Skis Shred Helmets & Goggles Sims Snowboards Skia

Spy Start Wax & Poles Stockli Superfeet Swix Alpine Ski Tuning Equipment & Ski Poles Tecnica Tyrolia Alpine and Alpine Touring Ski Bindings Union Bindings Uvex Vans Venture Snowboards Volkl USA Von Zipper Sunglasses & Goggles Wintersteiger Yeah For It (Bataleon, Lobster, Switchback) Yes Snowboards Zeal Optics

Sourcing Snow 3M Thinsulate Insulation............... 553, 3330 Amaterrace Inc..................... 742 Aparso (Fujian) Sportswear Co Ltd.......... 747 CBF Labels Inc...................... 744 Celerant Technology Corporation..................... 847 DexShell Inc.....................1038 DTS Inc................................. 542 Erictex Fashion Co Ltd......... 650 Ex Fty................................644 GoggleOutlet....................450 Guangzhou Yijia Optical Technique Co Ltd............ 447

On-Snow Demo* Adidas Snowboarding Aloha Products Alpina Arbor Snowboards Arc'teryx

For the most up-to-date exhibitor listing, go to SIAsnowshow.com *In conjunction with the Western Winter Sports Representatives Association (WWSRA) Rocky Mountain Demo, and in partnership with Cross Country Ski Areas Association (CCSAA)

AT THE SHOW | SHOW NEWS

ADAPTATION New initiative informs Tecnica’s 2017-18 women’s line. By Helen Olsson Spearheaded by industry veteran Leslie Baker-

Brown, director of marketing at the Tecnica Group, the company has kicked off a new initiative called Women to Women, or W2 for short, which has informed the 201718 line of Blizzard skis and Tecnica boots. Over the past two years, the company brought together bootfitters, guides, instructors, freeskiers, ski racers and researchers to study the needs of female skiers.

“We wanted to take a 360-degree approach to make skiing a better experience for women,” said BakerBrown, who organized focus groups in Park City in 2015 and 2016. Designers from Italy joined bootfitters from Tecnica’s Project 165 and a group of influential female pro skiers. “We talked about fit, comfort and warmth,” she said. The company also tapped researchers at Italy’s University of Verona to study stance and balance. “They put sensors in the bottom of the boots and made all kinds of measurements,” Baker-Brown said. The result: half a degree more upright cuff and a 3mm taller cuff for support.

Last summer, Baker-Brown also led a trip of female athletes to Portillo to dig deeper into the gear needs of women. On snow was freeskier and guide Angelika Kaufman; Jaclyn Paaso, Freeride World Tour competitor; Claire Brown, publisher and CEO of skiracing.com; and PSIA demo team member Brenna Kelleher.

▲ TECNICA: CUFF SIZE MATTERS.

Based on the data points gathered, Tecnica completely revamped the women’s Mach 1 line of boots. To address warmth issues, the boots feature Celliant organic insulation, which acts like a mirror to reflect heat back to the feet. To accommodate a variety of lower leg shapes, Tecnica created a heat-moldable cuff to allow for a wide range of customization. Skis are designed to be light and playful with high performance.

Additionally, the company hired Maria Elena Rizzieri, a former World Cup ski racer, as global project manager, a position fully dedicated to the W2 project. “It really validated where we were going with this,” said Baker-Brown.

FREE-HEEL CLICK IN

By Helen Olsson

Bishop Bindings unveiled its innovative alpine-style step-in telemark binding on Friday. The BMFR binding is semi-releasable, though not DIN-certified.

The binding will come with an array of options and combinations. Consumers can buy the binding with a duck bill (75mm) or NTN toe piece, both of which come with a built-in ski brake. Down the road if a skier decides to switch up their boots from, say, a duck-bill design to an NTN boot, they can order a kit to convert the binding.

Additionally, switch-plate kits can be purchased to mount on a second pair of skis, allowing skiers to move the binding between multiple skis in their quiver. By turning the spring adjusters at the back of the binding, users can also adjust how active a feel the binding delivers — a matter of preference. In tour mode, the binding has an industry-leading 63 degrees of free pivot and climbing wires of 7 and 14 degrees. The final design should be ready by June.

▲ BISHOP: TELEMARK BINDING INNOVATION

FASHION SENSE

▲ TOP: ODD MOLLY ADDS AN ECLECTIC TOUCH. BOTTOM: HAMMITT'S HIGH-END PURSES HIT THE FLOOR.

26

SNOW SHOW DAILY | DAY 4 | SIAsnowshow.com

Winter LUXE, the dedicated space for luxury brands that’s new to the Snow Show this year has a different vibe and image than the rest of the floor. Not only is the preferred happy hour beverage chardonnay instead of craft beer, but the products are designed to ensure visitors to mountain towns and ski resorts are properly styled.

“Slopes to street,” is how Adam DeMuth described Capranea's approach. Looking good during après is just as important as staying warm and dry on the slopes, and Capranea’s limited-edition jackets and pants achieve both.

“Everyone has been responsive to the fabrics, the products and the company’s story” as a family-owned operation focused on quality clothing that could turn heads on the runway, as well as at the resort, DeMuth said.

Odd Molly is a Swedish brand growing its presence in the U.S. The company has concept stores in Vail and Aspen and is opening one in Boulder. Odd Molly was named after a skater girl in Venice Beach in the 1980s whose free spirit mesmerized the founder and whose soul still permeates the company’s attitudes and offerings.

“Our clothes are for the go-your-own-way kind of girl,” said Victoria Jonsson, sales manager for the U.S. They are designed to be technical but still look good. “We’re not an expedition brand for the peak of Mount Everest,” said Global Sales Director Kent-Jonas Lundqvist, but rather a lifestyle brand befitting the Winter LUXE ambiance.

Capranea and Odd Molly are exhibiting for the first time this year along with Hammitt, a luxury accessories brand based in Los Angeles. Exhibiting high-end handbags made sense for Hammitt, which “does well in ski resorts, especially Colorado, including Vail, Aspen, Beaver Creek, Breckenridge and Telluride,” Sales Manager Ryan Kelly said. His goal was the same as the others': Showcase the line for buyers who want to stock boutique shops with high-quality designer apparel and accessories.

MADISON RAHHAL

Winter LUXE brings high-end look to the Snow Show. By Eric Smith

SHOW NEWS | AT THE SHOW

GOAL: GOODBYE TO ‘DEATH MARCH’ Two companies exhibit adapters that allow skiers to wear snowboard boots. By Eric Smith

Four years ago, after Eric and Kristin Mehiel skied California’s China Peak Mountain

ABOVE: ENVY SNOW SPORTS BELOW: MADJACKS

Resort with their two young children, the family faced what all skiers must endure after a long day on the slopes – the “death march” back to the car.

“The kids were complaining about their feet, and we were carrying all this gear,” said Kristin. “Finally, I threw all of it down, pissed off, and said, ‘I hate my ski boots, I want to snowboard.’”

What she really wanted was the comfort of a snowboard boot, and that got the juices flowing for Eric and friend Bill Demarest (of Permagrin and Crescent Moon Snowshoes fame). A few weeks later during après, the Mehiels and Demarest scribbled an idea for a frame that would allow a skier to wear a snowboard boot clicked into an alpine ski binding. The trio formed Mad Jack Snowsports and created MadJacks, a snowboard boot adapter system making its debut at the Snow Show in Booth #3539.

They aren’t the only company exhibiting this type of product. This is the second year at the Show for Envy Snow Sports (Booth #3837), which separately developed the idea for a snowboard boot adapter. The company exhibited a prototype of its Envy Ski Frame at the 2016 Show and spent the past year revamping the design to make it lighter and stronger.

Buyers can test it at the On-Snow Demo in Copper.

“We got a lot of feedback (at last year’s Show), and most of it was positive,” said Founder Chris Schroeder. “Some people think this idea will never work, and that’s fine. But we think we have a great idea, and we’ve made some changes.”

Envy and Mad Jack said they weren’t aware of each other until this week, but they have a similar product targeted to a similar customer base – intermediate and family skiers; people who ski and board; splitboarders; instructors; patrollers; and rental shops.

They each welcome the competition, which could speak to a growing demand. “It means this space has some upside and that there are going to be people who think this idea is viable. We look forward to seeing how they do and how we do,” Schroeder said.

BAILEY LARUE

SUNDAY, JANUARY 29, 2017

All Day | Booth #2460 | Rocky Mountain Sunscreen

Complimentary Skin Cancer Screening: Rocky Mountain Sunscreen will have medical staff and volunteers on-hand for complimentary screenings.

7-9:15 AM | Conference Room 103 Donut Dunking

Christian Fellowship – Inspirational Conversations

2 PM | Trail Gate Flight Deck | H20 Guides Dean Cummings on Backcountry Terrain Management Protocol: Join renowned bigmountain guide and Alaska heli-skiing pioneer Dean Cummings to learn practical backcountry terrain management protocol to avoid avalanches and take your skiing and riding to the next level.

MONDAY, JANUARY 30, 2017

9 AM-3:30 PM | Copper Mountain On-Snow Demo/

Ski-Ride Fest and Nordic Demo

Roundtable with Kelly Davis, SIA director of research

By Morgan Tilton

Beastie Boys, with proceeds to the Breast Cancer Fund, Susan G. Komen Foundation and the Nina Hyde Center for Breast Cancer Research, among other organizations.

Today, one wing of B4BC’s outreach includes the biannual Chasing Sunshine Mountain Retreat, a ski and snowboard or surf gathering, offering a space for patients and survivors to heal and learn about holistic health and wellness.

B4BC Marketing and Wellness Manager Megan Pischke, 15-year The North Face athlete and professional snowboarder, first directed a retreat in 2010.

Within two years, she was diagnosed with breast cancer. “I’d been asking family and friends, ‘What more can I do to help women?’ After I got breast cancer, I could see through their eyes. It was a

Mark your calendars with these can't-miss seminars, keynotes and events.

3 PM | Copper Mountain East Village Happy Hour and

BOARDING FOR BREAST CANCER An expected 41,000 women in the U.S. will die from breast cancer in 2017, according to breastcancer.org. However, fatality rates have been falling since 1989 due to better treatment, earlier detection and increased awareness. About 20 years ago, B4BC (Boarding for Breast Cancer) was formed to raise awareness while celebrating a healthy, outdoor lifestyle and the snowboard community. Founders Lisa Hudson, Kathleen Gasperini and Dawn Kish, along with pro snowboarders Tina Basich and Shannon Dunn, launched the nonprofit in honor of their friend Monica Steward (former apparel designer for Bonfire Outerwear), who battled breast cancer at age 26 and passed away after two years.

The debut B4BC Snowboard + Music Festival hosted a rock-out set with the

THE AGENDA

8:30 PM | Copper Mountain Incline Bar & Grill | Elan Afterhours Party: Let

loose at the Demo with ‘80s band the Goonies, MC Glen Plake and Ripstick cocktails.

TUESDAY, JANUARY 31, 2017

▲ LISA HUDSON, BARRETT CHRISTY AND MEGAN PISCHKE

powerful thing,” said Pischke, who is now in remission. “After chemo, it can be a harrowing journey.

We focus on the preventative and also helping people build their lives again.”

B4BC also hosts “Shred the Love” events — from rail jams to ladies ride sessions and board-a-thons — with 30% of proceeds going to a charity of the mountain’s choice. Join the cause at b4bc.org.

9 AM-3:30 PM | Copper Mountain On-Snow Demo/

Ski-Ride Fest and Nordic Demo

8:30-9 AM | Copper Mountain East Village Informal Breakfast Roundtable with Reese Brown, SIA Nordic director

SIAsnowshow.com | DAY 4 | SNOW SHOW DAILY

27

AT THE SHOW | QUESTION OF THE DAY

WHAT ARE YOU LOOKING FORWARD TO TESTING AT THE ON-SNOW DEMO? “Burton Flight Attendant.

I’ve always wanted to be on one, and it has a shape profile I’m excited to try with an S-type pattern that’s camber under the front and reverse camber in back for float.”

“The biggest debate is whether to bring my snowboard boots or my ski boots.”

“I’ve never skied deep powder, but I’m going to Revelstoke, so I’m testing powder skis and wider widths. The RMU Apostle, Icelantic Nomad, Rossignol Super 7 and Star 7 are on my list.”

“Niche boards. They’re up-and-coming: We keep hearing great things about their technology, we really like their graphics, and it’s a good price point.”

Drew Skaare, ski rentals, Wild Ernest Sports, Silverthorne, Colo.

Cailee Parl Simon, buyer at an outdoor shop, Fort Collins, Colo.

Meetings should always be on a gondola, right?

World Ski and Snowboard Festival | April 7-16, 2017

MADISON RAHHAL

Justin McClure, sales manager, Outdoor Tech, Orange County, Calif.

Jason Luna, retail sales, Big Bear Boards, Lake Arrowhead, Calif.

WORK CAN BE FUN TOO Ten days of snowsports, arts, music and friends, all happening this spring.

APRIL 7 - 16, 2017

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