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2015 HANDBOOK Maximize Your ROI At SIA


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JANUARY 28TH Industry + Intelligence JANUARY 29–FEBRUARY 1 SOURCING SNOW Colorado Convention Center, Denver, CO


JANUARY 29–FEBRUARY 1 SIA SNOW SHOW Colorado Convention Center, Denver, CO

It’s important for any good business to show measurable progress year-overyear. Since first announcing the ambitious Downhill Intelligence Consumer Project (DICP) just over 12 months ago, SIA has successfully delivered Phase One of the comprehensive report that will eventually lead to game-changing initiatives in the ongoing effort to boost participation and create healthy, sustainable growth for our sport. We’re honored to be collaborating with the only member-owned trade association in action sports as it prepares to host the snowboarding industry’s annual gathering, The SIA Snow Show. What was always a great opportunity to do business has evolved into a week-long celebration of commerce, community, and education. New this year, Industry + Intelligence starts things off early with a day of solid programming that’s relevant to anyone who makes a living from snowboarding. SIA’s own director of research Kelly Davis has educated and impressed us for years at The Snowboarding Industry Conference. Now she’ll be sharing specific category data along with a line-up of experts in various fields, including inspirational keynote speaker Amy Purdy. Copper Mountain will once again host the important On-Snow Demo, giving retailers a chance to actually get some firsthand experience riding all the new gear they’ve been checking out on the show floor. This year’s new line of hardgoods is driven


Resources Everything You Need To Know For The Show Think of the following pages as your personal guide to the 2015 SIA Snow Show and the snowboard industry. From travel information, to trends, to buying tips, this book has your back. To start your journey to this year’s show, we’ve cooked up a personal travel guide. Here are some links to help get THE BALL ROLLING: REGISTER NOW SIAsnowshow.com/register HOTELS & TRAVEL SIAsnowshow.com/hotels ON-SNOW DEMO SIAsnowshow.com/onsnow

Show Schedule & Overview ASK SIA SIAsnowshow.com/asksia

SHOW NEWS, VIDEOS & PHOTOS SIAsnowshow.com/shownews

by an innovative and open-minded vibe that celebrates the spirit of craftsmanship and encourages unique design (these days riding anything that looks like an old door shaped by a handsaw is a badge of honor). There’s a genuine buzz that can be felt all the way from marketshare leaders down to the new brands of The CRAFT section, a small group of boardbuilders who press their latest designs in the shadow of the mountains where they’re conceived and tested. A lot of these new initiatives, including Industry + Intelligence Day, and the Downhill Intelligence Consumer Project, are the result of SIA listening to the feedback of its members, especially the 17-member Snowboard Committee. This publication is another example of SIA’s commitment to making sure that snowboarding is well-represented and has a strong voice within the organization. At the core of all these new initiatives is still the destination event that has become not only a gathering, but a rite of passage. There is simply no better place for the exchange of ideas and the opportunity for snowboarders to do business. See you in Denver, Rob Campbell GM/Editor-In-Chief Transworld Business

Contents 04. TRAVEL TIPS + PLANNING What to know before you go, and while you’re there

12. INDUSTRY + INTELLIGENCE Arm Yourself With Snow Market Data

06. DENVER: A LOCAL’S GUIDE Natives share where to eat, drink, and have fun

13. SNOWBOARD COMMITTEE UPDATE Downhill Intelligence Consumer Project

08. SNOW BY THE NUMBERS SIA’s Intelligence Report Overview & Top Sellers

14. TREND REPORTS Boards, Boots & Bindings, Googles and Outerwear

10. WHAT RETAILERS ARE SAYING Thoughts and feedback from the front lines

18. ON SNOW DEMO Copper Mountain preview and board recommendations

11. CRAFT @ SIA Small Brands with Big Ambitions

19. PARTY IN THE BACK Scenes from the Show

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Stop by the Epic Pass booth to get your exclusive SIA Epic Pass for 60% off the regular price! Plus, $10 of your purchase goes to the SnowSports Future Fund - providing outreach tools that introduce youth to snowsports.




Unlimited, unrestricted skiing or riding for the 2014/15 winter season to Vail, Beaver Creek, Breckenridge, Keystone, Park City, Canyons, Heavenly, Northstar, Kirkwood, Afton Alps, Mt. Brighton and Arapahoe Basin starting February 2, 2015. NO BLACKOUT DATES.

* 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 2014/15 ski season, starting February 2, 2015. Does not include summer 2015 or international partner resort access. © 2014 Vail Resorts Management Company. Trademarks are the property of their respective owners.


YOUR DENVER TRAVEL CHECK LIST TRANSPORTATION GROUND UBER: Our friends over at Uber are providing $25 off a ride for new Uber users who ride responsibly during the 2015 SIA Snow Show. To claim your discounted ride, sign up for an Uber account by downloading the app to your iPhone or Android, and enter code SIA15 under “Promotions.” Or just sign up at https://get.uber.com/go/SIA15.

SUPER SHUTTLE: Show attendees, take advantage of discounted rides to and from the airport. $6 off round-trip. Use “SIA15” when booking. groups.supershuttle.com/sia14.html

B-CYCLE: B-cycle is a next-gen bike sharing system. To put it simply: B-cycles are there when you want one, and gone when you don’t. Just swipe your card, grab a bike, and get to where you’re going. http://denver.bcycle.com/

COLORADO MOUNTAIN EXPRESS: Colorado Mountain Express offers shared ride shuttles, charter vans, and private car services from Denver Airport and Downtown Denver to most Colorado resorts including Copper Mountain, Keystone, Breckenridge, and Vail. SIA attendees receive a 25% discount on all CME shuttle and charter services with Group Discount Code: SIASNOW.  Call 800-519-9613.

METRO TAXI: Serving Denver International Airport 24 hours a day. Ask the cab stand starter for a Metro Cab, or for the ultimate planner, save this number ahead of time: 303-333-3333. Metrotaxidenver.com

AIR SIA has partnered with WorldTek to help you get the lowest rates on airfare to and from Denver. (800) 257-8343. For an easier way to preview fares, check Kayak.com

WHERE TO STAY Visit SIAsnowshow.com/hotels to lock in rates as low as $124 a night at one of a dozen partner hotels. On-Snow Demo lodging at Copper starts at $110.

ON-SNOW DEMO AT COPPER SIA’s On-Snow Demo at Copper Mountain gives you a chance to put next season’s products to the test. Get more information about what brands will be there and what you need to try out on page 17. For more, visit SIAsnowshow.com/onsnow

DENVER DEALS VISIT DENVER is bringing back the Denver Deals program. For more info, head to visitdenver.com/sia. The Mile High SnowFest is also making an encore appearance to welcome attendees to town with some great deals at concerts, clubs, bars and restaurants. Get the info at milehighsnowfest.com.

Through a partnership with Colorado Ski Country USA, all buyer attendees get three free lift ticket vouchers, and all attendees get three 2-for-1 ticket vouchers (except media), good to use at 22 CSUCSA resorts. SIAsnowshow.com/skiride

THE SIA SHOW APP For 2015, the combined SIA Association and SIA Show App is even more intuitive, giving you the ability to directly book show appointments, amongst some other amazing feats, all from your smart phone: • Exhibitor listings, locations, and a member directory. • Floor plans with mapping that works on the Show floor. • Denver eats and drinks guide. • Show and Demo info, events, and seminar schedules. • SIA social links & Industry Planner Calendar. • SIA research reports. • Member and B2B Directories. • SIA Newsletters, blog posts, & member directory.

THE SIA PLANNER: EVENTS AT A GLANCE ONGOING: INDUSTRY INTEL –This year’s line-up includes sessions on digital marketing, social media, product design and production, retail operations, trends and more. All Show seminars listed at SIAsnowshow.com/seminars SOURCING SNOW — SIAsnowshow.com/sourcing –A one-stop shop, providing designers, textile experts, and production professionals the chance to meet with raw materials leaders to streamline production and see trending colors, materials and innovations. SIAsnowshow.snowsports.org/Sourcing-Snow CRAFT @ SIA – A new hub dedicated to the unsung heros of the snow sports world: the small, independent, hand-crafted snowboard and ski manufacturers. Two microbrew nights will also take place during the Show. Booth #4437. SIAsnowshow. com/craft BACKCOUNTY EXPERIENCE – A dedicated space to educate buyers, media, and the industry. Clinics & nightly parties. Booth #4565. SIAsnowshow.com/backcountry RENTAL WORLD/BACKSHOP & UNIFORM GALLERY – Presented by SAM Magazine, an exclusive exhibit featuring the latest in rental, backshop and uniforms. Industry Power Panel presented by SAM on Friday, January 30 at 1P, Fitting Rental Boots: The 5-Minute Miracle and two invite-only rental buyer breakfasts Thursday and Friday 9 a.m.-10 a.m.. Booth #4501. SIAsnowshow.com/rental BLUEBIRD SOCIAL ZONE – The place to connect, recharge, and socialize at #SIA15.. Booth #679 Find info at SIAsnowshow. com/bluebird DAILY BEER GRAB – 5:30 p.m. daily in the CSCUSA Center Lounge at the center of show floor. WEDNESDAY JAN 28 INDUSTRY + INTELLIGENCE - #SIA15INTEL – Get insight on the latest consumer behavior, retail data, digital marketing, social media, and customer connection trends. From immersion sessions to motivating keynotes and community connection, get set to get primed for the Snow Show. SNOW SPORTS MARKET OVERVIEW BY CATEGORY – 9 a.m. during Industry + Intelligence — A comprehensive overview of the snowboard market from retail sales to consumer profiles. SHMOOZA PALOOZA –11a.m. –3 p.m. during Industry + Intelligence – Chad Mihalik chad.mihalick@malakye.com SIA/SOS HOCKEY SHOOTOUT – To benefit SOS Outreach, Friday, Jan. 30, after the 7 p.m. Avalanche game at the Pepsi Center. FRIDAY JAN. 30 TRANSWORLD SNOWBOARDING RIDERS’ POLL AWARDS – Doors 7 p.m., awards show 8:30 p.m., The Ogden Theatre SUNDAY FEB. 2 UPHILL/DOWNHILL CHALLENGE AT ON-SNOW DEMO, COPPER MOUNTAIN. — The Uphill/Downhill Challenge is a fundraiser for the US Ski Mountaineering team. SIAsnowshow. com/uphilldownhill

For more information, or to download: SIAsnowshow.com/showapp

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L O C A L’ S G U I D E


An Insiders Guide To The Mile High City By Chelsea Lawson

THE STRONGER STUFF Pro Snowboarder and recent transplant Erin Comstock suggests Bear Creek Distillery located near South Broadway. A quick Uber away will put you in the midst of many good bars and eateries in an area that best represents the more contemporary Denver.

IT’S EASY TO LOVE DENVER. With more sunny days than California, quick access to some of the top mountains in the world, and bursting full of microbreweries, foodie culture, and outdoor shows, the Mile High City provides endless entertainment. We asked industry locals for insight into Denver’s unique offerings. From easy eats to tips on travel, these local favorites provide a good foundation for fun in Denver. ADVICE FOR FIRST TIMERS

“Go easy on the edibles, son.” -David Boger, Managing Director of Jiberish

ON THE GO “Sign up for Car2Go before you get to Denver and B-Cycle,” suggests Public Works Cofounder Mike Artz. These two methods make getting around town easy and provide more sustainable ways of travel. You will notice B-Cycle stations around town with red bicycles that you can rent hourly. GLITTERY AND NEW Union Station recently underwent a full renovation and now houses a boutique hotel, a great hall, 13 Colorado restaurants and shops, and over 600 pieces of eclectic Western art, making it a great one-stop shop.

Denver is… “A community that supports entrepreneurs, anything local, coffee, and a progressive view point.”

- Elissa Banker, Grassroots Marketing

HANGOVER CURES Make your way down to Union Station to grab breakfast and a bloody mary to ease your headache at Snooze. “All the food is high quality and from an organic menu,” adds Davey Gonzales, SPY’s Territory Manager. GRAB A BREW Colorado boasts over 200 microbreweries, almost half of which are located in Denver. So if you are a craft brew aficionado, make your way to the Denver Beer Company, a great neighborhood brewery in LoHi. After that head on down to Great Divide Brewery, a local’s favorite near Coors Field. Marty Carrigan, founder of SalesGuys mentions, “Make sure you give yourself enough time to visit Golden, the town where the Coors factory is located.” Gonzales adds, “It’s a sight to see as the largest brewery in the world (five square miles).” RUSTIC CHARM “A must see and a true eating experience is Buckhorn Exchange,” suggests Carrigan. “It’s the oldest restaurant in Denver and liquor license Number One in Colorado,” so you can be sure they know how to make an old-fashioned.

FOR THE SOPHISTICATED If you want an experience all under one roof, Jiberish’s David Boger suggests 140-yearold former foundry, The Source. “Acorn is a tasty treat and after dinner you can grab drinks at RiNo Yacht Club,” he says. Boger also recommends not missing the Denver Art Museum, MCA, and the Clyfford Still Museum. Those interested in some retail therapy can stop by Steadbrook, Indy Ink + Sneaks, Division West, Fancy Tiger, Goldyn, Emage, Armitage & McMillan, and the Jiberish LoHi store. MUSIC ON THE ROCKS Wendy Jonon, sales manager for Phunkshun, suggests catching “the best party of the year – Winter on the Rocks” on January 30th at Red Rocks Ampitheatre. This year Major Lazer and Damian Marley will be gracing the stage. If you have never caught a show at this crowdpleaser in the foothills, it is a must see, especially because it’s the only winter show. “Plus,” Mike Artz adds, “you’ll probably catch a free contact buzz.” MAKE SOME TURNS After a few days in the city, it’s time to utilize one of Denver’s best qualities- its easy access to the Rockies. “Don’t skip the On-Snow Demo. It’s a good excuse to get to go up and see the high country and do some riding,” mentions Allie Schmidt, Snowboard Colorado’s director of sales and ops. “This year it is at Copper, one of my favorite mountains.” Make sure to leave plenty of time for the drive— we aren’t the only snow fanatics, and I-70 can get backed up. Or save yourself the hassle and just stay at Copper overnight.

About the Author: A PR guru originally from Southern California, Chelsea now calls Colorado home. After many years in the industry, she founded Big Fish Media Group in 2013 and provides PR with a personal touch to action sports brands.

Coordinator for Boa Technology

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2013/14 Snowboard Season Summary By Kailee Bradstreet

AS WE MOVE INTO THE 2014/15 season, it’s often helpful to reflect


on what’s been successful, and


what we can improve upon as an industry. The following pages are a compilation of data from SIA’s 2013/14 Industry Intelligence Report. Take a look at what


categories found themselves in the limelight, and which brands rose to the top of the best sellers lists at specialty retail.

All data provided by:











$60M $164M

SIA provides the most reliable, relevant, and current information possible about the snow sports market. SIA


collects data directly from consumers, suppliers, retailers, and independent research firms. SIA triangulates data from multiple sources to provide members and research subscribers with a robust view of the snow sports marketplace that includes aggregate results along with the ability to drill down to granular detail. For example, Retail Audit subscribers can see top line data, drill down to the SKU level, and examine various measures at the product level. Intelligence Report readers get participation data, retail sales, economic impact, retail store distribution, and detailed analysis by snow sport category. For more information on research, membership, or to purchase reports, visit snowsports.org or contact SIA Director of Resarch





Kelly Davis at kdavis@snowsports.org.

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7.6 7.4





6.8 2007/08













AVERAGE SNOWBOARD PARTICIPANT PROFILE UNDER 17 — 28% 18-34 — 44% 35-54 — 26% 55+ — 2%



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Adam Balon, Propaganda, Saskatchewan WHAT ARE SOME THINGS BRANDS ARE DOING TO WORK WITH YOUR SHOP? I love brands that show an interest in my shop outside of a booking season. I consider those brands/distributors closer to me. In-store displays, POP, windows, demos, promo product for staff, and most importantly a call from time to time to see how everything is going in the shop, checking on sell through, etc. IS YOUR SHOP ALTERING THE WAY YOU BUY FOR NEXT SEASON, AND IF SO HOW? I’m finding myself shifting our numbers within our buying seasons more often. Order deadlines and shipping windows keep getting earlier and earlier. It’s crazy. All the weight is being shifted onto the retailer and it can be pretty heavy at times.

Matt Patton, Tactics, Eugene, Oregon WHAT’S ONE KEY LESSON THAT YOU’VE LEARNED THROUGH RUNNING THIS BUSINESS? We’ve learned not to get too comfortable with the status quo, to expect change, and to accept change. WHAT MAKES YOU OPTIMISTIC ABOUT YOUR BUSINESS AND/OR THE INDUSTRY RIGHT NOW? Our industry is rooted in brand and inspiring consumers to pay more for branded product. I’m confident specialty retailers are a necessary component for selling industry product at premium prices. WHAT IS YOUR TOP CONCERN FOR YOUR BUSINESS AND/OR THE INDUSTRY AS A WHOLE RIGHT NOW? Industry brands are now selling directly to the consumer at prices that are based on the traditional wholesale model. My concern is that brands will increasingly give away more and more of their new windfall margin in order to chase sales.

Bill Langlands, Darkside, Vermont LAST SPECIFIC MOMENT THAT REALLY MADE YOU LOVE YOUR JOB? There’s nothing like giving children a snowboard and seeing the instantaneous spark occur in their eyes. They’re lifers right then and there. There are endless moments like this that make me love my job. WHAT MAKES YOU OPTIMISTIC ABOUT YOUR BUSINESS AND/OR THE INDUSTRY RIGHT NOW? The young riders out there seem to have a good feel on what’s real and good in snowboarding. Our second or third generation snowboarders are most definitely going to keep snowboarding strong as an industry and recreation.

“The roles of CEOs, sales managers, and product managers are a key component to a healthy partnership. I strongly urge many of them to get out from behind their desks and visit the real world. The best partnerships we have are solidified by frequent visits and fact-finding missions from key executives from within the companies. –Duke Edukas, Surfside

Bryce Phillips, evo, Seattle/Portland WHAT IS ONE TOP CONCERN FOR YOUR BUSINESS AND/OR THE INDUSTRY AS A WHOLE RIGHT NOW? Every region (ideally every city/town) needs great brick and mortar retail. They are becoming fewer and key regions are missing the kind of retailers that are community and service focused, critical for the health of the sports and industry into the future. DESCRIBE YOUR TYPICAL CUSTOMER. We really position evo to deliver from an experience and product perspective for the 20s’ to the forever 30s’. That said, we have a lot of younger customers and we really work hard to make sure that everyone who walks through our door is comfortable and excited to be here. One of our core values is “Invitation,” emphasizing accessibility and the fact that we want all people who are passionate about the sports and lifestyle or have an inclination to spark that passion to feel good at evo.

Duke Edukas, Surfside, Costa Mesa, Calif. DO YOU HAVE AN ONLINE STOREFRONT (E-COMMERCE)? No. We used to, but couldn’t compete with the likes of Amazon so we got out of it. One of the best decisions we have ever made. In the beginning, selling online was like taking candy from a baby. In it’s final years our online business was bleeding us dry. WHAT ARE YOUR EXPECTATIONS FOR YOUR BUSINESS OVER THE NEXT 6-12 MONTHS? 1-3 YEARS? No crystal ball BS from me. I’m in the business of adapting our business every 3 months based upon trends not fads, weather, vendor performance, and customer needs.

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Small Brands With Big Ambitions

New product on display at GromCo..

By Michael Sudmeier

FROM LUXURY SPORTS CARS TO FINE WHISKEY, good things often come in small batches. This is especially true for the snowboard industry, where a range of small brands are benefiting from an increased interest in their decks. Armed with a do-it-yourself attitude and a desire to offer something different, these brands are turning heads and driving innovation. With a commitment to supporting these companies and highlighting all aspects of the snowsports industry, SIA recently launched a new initiative, CRAFT @ SIA. Now in its second year, CRAFT @ SIA provides an opportunity for small brands to showcase their work and engage with the broader snowsports community. It also helps bridge the gap between new and emerging companies and those who are established. “[We’ve historically] had ninety-five percent of the market share at the show—all the big names that everyone knows,” explains Chris Semon, SIA’s director of sales and membership. “Yet we wanted to have a good representation not only of the biggest brands, but of the new guys as well.” For a fraction of the price of a traditional Snow Show booth, brands are able to participate in the CRAFT @ SIA exhibit and display up to two pieces of equipment. While Craft revolves



"I'd like to think that smaller brands bring creativity, agility, and freshness... and definitely soul." - Mikey Franco

L2R’s Robin Foster over the Mt. Baker Road Gap. Photo: Brad Andrew. Mikey Franco in his Jackson Hole workshop. Photo: Patrick Nelson.

around this collective exhibit, SIA’s support extends far beyond showcasing products. “CRAFT exhibitors are getting additional media support that they wouldn’t get on their own,” explains SIA Meetings and Events Manager Jessica Eisenberg. “SIA is really trying to highlight CRAFT. We’re reaching out, we’re doing the marketing for you, we’re crafting the booth for you, and we’re arranging all of the promotion around it.” This has inspired approximately a dozen ski and snowboard brands—including several that participated last year—to take part in the 2015 exhibit. CRAFT helps these brands magnify their message and forge new connections. “It really is the perfect way to break into the industry,” explains DOWP Snowboards Cofounder Julian Caler. “It gives us the opportunity to connect with our potential market on our level rather than trying to compete with other brands on their level.” Caler and DOWP Cofounder David Yerton are especially excited to unveil new shapes and materials they’ve been developing at the company’s headquarters in Pagosa Springs, Colorado. While size serves as a common denominator, the exhibiting brands are as diverse as the boards they offer. Frustrated by the lack of attention the industry had historically placed on big-footed riders, Andy Follett created Follett Boarding Co. in 2012. At SIA, he’ll present a collection of boards that offer additional width while using shortened lengths. “The CRAFT opportunity makes it easier for a very specialized brand like us to get in front of the industry and show what we are all about,” Follett reveals. Similarly, many of the exhibiting brands are taking aim at specific niches. Jim Smith launched Grom Co. Snowboards in Colorado after struggling to find a suitable board for his two-year old son. “I built a press and started prototyping boards with him and his little buds,” Smith explains. “Now, we have a great line of little boards to get kids riding.” At SIA, he hopes to introduce these boards to new retailers. Mikey Franco launched Franco Snowshapes

with the goal of refining board shapes and creating custom decks in Jackson, Wyoming. “For me, it goes back to our true roots in surfing,” he explains. “To see the surfboard shapers of old and new putting hands to foam, tirelessly sanding until the lines are just right—the joy those boards will bring the shaper and surfer is very personal.” For many of the brands involved in CRAFT their story transcends their products. L2R, for example, was founded after a group of riders lost a close friend to cancer. In addition to offering a collection of American-made decks, L2R aims to increase awareness of cancer and to support initiatives that combat it. “Only good things can come when there is a positive message backed by a quality product,” offers Britton Lorentzen, L2R’s marketing director. As a veteran, Follett hopes to use his company to create opportunities for fellow veterans and to back causes that support them. While some brands are making their debut at CRAFT, others come to the table with substantial experience. Michigan-based Marhar, which is participating in CRAFT for a second year, currently has twenty-five retailers. As the company has grown, it’s channeled all sales through them. “As a small brand, we fall into a stigma of [being tied to] direct sales, but we want to let retailers know that Marhar has awesome retail programs and that retailers across the country are very satisfied with our customer service and sell-through,” explains Marhar Founder and CEO Nathan Morse. As much as brands stand to benefit from building relationships with retailers, the ties they build with one another are often just as valuable. With a strong sense of community, participants at last year’s show continually swapped ideas and best practices. A sense of pride also tends to permeate the exhibit. As Franco notes, “I’d like to think smaller brands bring creativity, agility, and freshness [to snowboarding]. And definitely soul.” He’s not the only one with these sentiments—those who drop into CRAFT are quick to agree.

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Keynote speaker Amy Purdy PHOTO: SIA

By Kailee Bradstreet

sales. Keynote speaker Amy Purdy, three-time World Cup Para-Snowboard champion and 2014 Paralympic Bronze Medalist, will share her powerful story about how snowboarding carried her through life obstacles and on to become a successful athlete, not to mention sparking her career as a motivational speaker and a breakout star and runner-up on ABC’s Dancing with the Stars. “I’ve been coming to the SIA Snow Show since the very beginning and I know this event is packed with people who share my passion for snow sports,” says Purdy. “I’m honored to be invited to share my story and am looking forward to an amazing few days in Denver.” To follow Amy’s story more closely, find her on Twitter: @ AmyPurdyGURL Stakeholders in the mountain tourism industry will also convene for their annual forum, SIA IS GIVING THE INDUSTRY A CHANCE TO WALK INTO THE 2015 Snow Show The ASSEMBLY, which is held this year fully armed with the most important information when it comes by DestiMetrics, a company that to snow sports. The newly launched daylong event, Industry + Intelligence, compiles travel and resort data. was created to uphold exactly what its name promises: prep show “Bringing The ASSEMBLY to attendees with must-have market data through a series of educational SIA’s Snow Show has proven its seminars, keynote speakers, and networking opportunities, all before the value to the Resort/Travel side official show gets underway. This year’s event will be open to industry-only, of the industry and is now being and is being held Wednesday, Jan. 28, 2015. enhanced and expanded to create an agenda and social events that “Having a Snow Show kick-off day dedicated are broader, deeper, and more exciting to better meet the to communicating the state of the snow sports needs of participants,” says Destimetrics Director Ralf market, identifying opportunities to grow our Garrison. The ASSEMBLY requires a separate $295 businesses, and collectively working together to grow registration fee if not attending the SIA Snow Show. participation makes this an event not to be missed,” In addition, the annual Shmooz industry job fair, commented Jared Bevens, trade show committee hosted by SIA and Malakye.com, also takes place member and VP global footwear merchandising for Jan. 28, connecting job seekers with potential snow Vans. sports-focused employers. The jam-packed schedule will SIA’s Director of Research Kelly Davis will start wrap up with SIA’s All-Industry Nite, featuring parties, the day with her popular command of snow sports data, concerts, and events throughout downtown Denver. presenting topline product category research. That will “Show attendees are often booked solid from morning be followed by an update on SIA’s Downhill Consumer to night with appointments during the Snow Show,” says Intelligence Project (DCIP), which was created in SIA’s Director of Trade Show Debbie DesRoches. “The collaboration with more than 20 research and non-profit Industry + Intelligence day will give everyone one more organizations. For more information on DCIP, see pg. 13. chance to sit-in on popular seminars and meet-up with Lunch will be provided, along with a keynote from industry friends on the front end of the show.” Brad Montgomery on Profiting from Happiness. Additional information and updates can be found at Throughout the afternoon, a series of presentations the Industry + Intelligence section of the Snow Show will focus on improving marketing and increasing website. Share your feedback at #SIA15intel

9 A.M. – 10:30 A.M. Hardgoods Overview by SIA’s Kelly Davis, Rm 1

9 A.M.-10 A.M. Retailer Self Assessment, Rm 3

9 A.M.-10 A.M. Brand Creation + Protection, Rm 2

10 A.M.-11 A.M. Guide To Merchandising, Rm 3

10 A.M.-11 A.M. Product Design and Technology Protection, Rm 2

10:30-NOON Apparel and Accessories Overview by Kelly Davis, Rm 1

11 A.M.- NOON Good Data and the POS System, Rm3

NOON-1:30 P.M. Lunch + Keynote: Happiness Improves Bottom Line Performance, Mile High 3BC

1:30 P.M.-2:30 P.M. Attracting Today’s Time-Starved Customer 1:30 P.M.-2:30 P.M. Facebook Marketing Tactics for 2015, Rm 2 1:30 P.M.-2:30 P.M. The Selling System, Rm 3

2:30 P.M.-3:30 P.M. Guide to Expense Management, Rm 3 3 P.M.-4 P.M. One-Season Business Model & More, by Jeff Harbaugh, Rm 1 3 P.M.-4 P.M. How to Manage, Maintain and Grow your Small Business Through Social Media, Rm 2 3:30 P.M.- 4:30 P.M. Secrets to Cash Flow and Profit, Rm 3

4:30 P.M.-5:30 P.M. Teen and Millennial Media & Retail Habits, Rm 1

4:30 P.M.-5:30 P.M. Content is King: Buy is Anybody Listening, Rm 2

5:30 P.M. Reception & Amy Purdy Keynote

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The State of The Downhill Consumer Intelligence Project (DCIP) By Rob Campbell


One year ago, SIA Snowboard Committee Co-Founder Brad Steward announced an ambitious consumer-focused initiative on behalf of The SIA Board. He outlined the clear need for “a complete and thorough study on who the snowboard consumer is, how we grow them, and what are the barriers to entry that the industry can mitigate.” That need quickly transformed into the Downhill Intelligence Consumer Project (DICP), the most comprehensive consumer study ever executed by SIA. The multiple-phase, 18-month effort delivered its Phase 1 findings in early November, and is expected to deliver a strategic implementation plan by September 2015. After looking over the initial results, conversations with board and committee members consistently address the need for bigger, “paradigm shift” initiatives vs traditional


efforts, which have been more incremental in their effectiveness to drive participation. A Summary of Phase 1 (The Discovery Phase) reveals a snow industry that, much like Todd Richards, looks surprisingly similar to itself 20 years ago. A Few Things Worth Noting: The number of skier/rider visits is almost exactly the same now as it was back in 1994. Up by only 160,000 (56,540,000 in ’94 vs. 56,700,000 in ’14). As for people who didn’t go snowboarding, they’re still citing the same reasons now that they were 20 years ago: Expense, Lack of time, Nobody to go with, Risk of injury, Don’t know how to get started. The number of “ridable ski areas” was down to 478 from 516, but on the upside, SIA’s Kelly Davis notes “It turns out 50% of snowboarders are saying they snowboard in other places

than resorts a lot. We’re talking golf courses, driveways, sledding hills.” The study says that no program or marketing campaign designed to grow the participant base moved the needle enough to significantly impact the data. Historic data showed no steep declines in either sales or the participant base that could not be explained primarily by weather. “The next phases of the Downhill Consumer Intelligence Project [DCIP] will examine the attitudes, preferences and behaviors of current and aspirational snow sports consumers, explore why past efforts apparently failed and explore different methods to grow the participant base and sales based on the consumer trends that are uncovered.” For more info and updates visit


Downhill Consumer Intelligence Project Overview


PHASE 1: Discovery - Summarize what we already know and determine current industry and related industry perceptions about snowboard/alpine markets and consumers.

Pat Bridges, Snowboarder Mag Editor

PHASE 2: Capture consumer types and describe in market and in human terms the identities of consumers and potential consumers. Determine the best ways to engage current and potential consumers. PHASE 3: Interviews on-hill, nonconverts, and special research with core snowboarders. • Projected completion date: Aug. 2015. • Final Reporting: Sept. 2015

Jared Bevens, Vans VP Global Footwear Merchandising, Action Sports Footwear & Equipment

Brian Cook, ThirtyTwo Global Brand Director

Clark Gundlach, Quiksilver SVP & GM of Winter Sports

Dutch Shultz, Volcom Snow VP Of Merchandising & Design

Will Howard, Dragon CEO/Founder

Brad Steward, Bonfire Snowboarding Founder

Jeff Kearl, Stance Founder

Mike West, Westlife Distribution Founder

Michael Marckx, Spy Optic President & CEO

Eric Crane, Electric Visual CEO Sasha Dietschi- Cooper, Burton Senior VP of North American Sales Edward “Duke” Edukas, Surfside Sports Owner Kevin English, High Cascade Pres. Executive Director, & Co-Owner

Dan McNamara, Mervin Manufacturing VP of Sales

SIA Staff David Ingemie, SIA President

Blue Montgomery, President of Capita Snowboards Jon Rice, Sierra at Tahoe General Manager Anthony Scaturro, Flow CEO

Agy Ozdow ski, SIA Executive Assistant to the President & Research Analyst Dave Wray, SIA Western Sales & Marketing Manager The Guide 2015 SIA Snow Show 13

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2015/2016 SNOWBOARD TREND REPORT Camber, Quivers, Retro Shapes And Utility Drive Board Design By Ben Gavelda

INSPIRED BY ITS OWN PAST AND DRAWING ON CLOSE RELATIONSHIPS WITH SURFING AND SKATEBOARDING, snowboard design is experiencing a renaissance in board shaping. Hybrid designs created from old and new concepts are putting an emphasis on expanding quivers while also creating remarkably versatile boards. Positive camber is coming back strong and classic twin tip freestyle boards are becoming more dialed and durable with stronger materials and asymmetric shaping. “Consumers continue to look for a good deal, but they are also willing to pay full price for the right new products,” says Joseph Notaro,

snowboards buyer for Evo. “The demand for small new brands is enduring, which continues to add diversity and excitement to the industry. Camber has been trending up over the last couple years, and this year seems to be following suit. That said, the collective variety of rocker and camber hybrids are still dominating the market.” Dennis Nazari, owner of Salty Peaks, had this to add: “The boards that have been moving so far have been trending in the realm of reverse camber, despite the fact that more than half the crew in the shop rides cambered boards. With durability being on some riders’ minds it’s been easy to sell Never Summer.”

“Camber was designed for a reason, it works.” – DC Global Director of Snowboard Hardgoods Dave Appel

The same asymmetrical shaping concept that earned The Helix a 2014 Good Wood award has been expanded in Ride’s new line. In addition to this men’s model, two new asym options will be available, one for groms and another for women.

Sideways Synergies • Many brands indicate an emphasis on the surf-influenced style of riding, and are responding with shorter, wider shapes that produce more of a “surfy feel”. • Although the quiver concept is stronger than ever, versatility is still critical to consumers and brands are rallying around the idea to stock their collections with boards that can “do it all” very well.

Progressive Party • Board brands are shifting focus to backcountry riding, and pushing freeride-oriented shapes.

• Asymmetric freestyle designs are gaining traction, with more models being made available for women and kids.

Dependable Design • Pros, shop emplyees and a lengthy list of brands are seeing a resurgence in camber.

• Board brands are diversifying their offering with different Salomon pooled a bevy of board design ideas into one “quiver killer” model, the Super8. Josh Dirksen says it’s a mix of all his favorite boards.

The K2 Carveair is an example of the trend toward surf-style snowboarding.“It’s a bit wider and shorter for ultimate carve and sidehit blasting,” says K2 Marketing Manager Pete Mullenbach.

The Rome Mountain Division is a directional shape that uses Rome’s Free-The-Ride camber (a trio of positive, flat, and rocker) to rail turns on groomers, float in deep powder, and make quick turns in tight trees.

versions of camber technology, including traditional and new shapes. • Manufacturers are zeroing in on overall board durability.

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Fresh Technology and Materials and A Return to Basic Styles Fuel Category By Michael Sudmeier

BOOTS AND BINDINGS ARE SELDOM THE STARS OF THE SHOW. Yet they are arguably the most important parts of a rider’s kit. With the ability to make or break a day, their performance is essential. Nonetheless, they tend to lack the glamour that surrounds a fresh deck or the latest outerwear. The story of their progression is rooted in continual refinement rather than sporadic revolutions. After all, designs that first emerged decades ago still serve as the foundation of today’s boots and bindings. That’s not to say that these categories have a shortage of fresh ideas. If anything, a tight market and a focused canvas for development have always served as a catalyst for inspired designs and new technology. This is especially true for what’s hitting sales floors during the 2015/2016 season. According to SIA, boot sales were down 2% in units sold and up 4% in dollars sold during the 2013/2014 season. Similarly, bindings were down 3% in units sold while up 0.6% in dollars sold. This increase in dollars sold—which also correlates with a slight increase in margins—can largely be attributed to leaner inventories and more disciplined production.



Boots Search for simplicity continues. • Clean, classic designs with advanced performance features. • Subdued colors, styles appropriated from skate shoes, hiking boots, and workwear. FLOW NEXUS WITH FUSION STRAP


Brands returning to full-grain leather at higher pricepoints.

Bindings CONSUMERS WANT NEW TECHNOLOGY WITHOUT TRIPPING OVER IT. Advancements revolve around increasing comfort and convenience. • Attention to baseplate cushioning. • Footbeds offering a softer ride without compromising response. • Canted footbeds increasingly common. • Search for perfect strap continues with molded designs that forgo stitching, glues, and fabric. Looking to shed weight, eliminate pressure points, minimize environmental impact. Ease of entry remains a priority.

Avoid compromising board flex.

• Reduced footprints • More flexible materials like urethane. Highbacks – focus on flex continues • Fresh blends of new materials including carbon fiber, urethane, nylon, and materials with reduced environmental impacts such as ramie and recycled nylon. Customers demanding value, but receptive to paying premium for technology.

Fit still rules, with brands targeting “straight out of the box” comfort. • Integrating fabrics and foams that offer immediate comfort without compromising longevity. Brands expanding and refining female-specific boots: focused on overall fit, flex, cushioning, and warmth. Range of lacing systems continue to proliferate in market. • Focused on zonal combinations of Boa, quick lacing, and traditional. • Traditional lacing system still strong, especially for lower pricepoints and certain geographic regions. “Keep it simple and keep it affordable.” Pockets of sophisticated technology. • Heating systems, crampon-compatible soles.

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Technical Fabrics, A Resurgence Of Retro, And New Aesthetics Shape Next Season’s Collection By James Sullivan

AS RETAILERS PLAN THEIR NEXT OUTERWEAR BUY, IT PAYS TO TAKE A LOOK AT CURRENT CONSUMER TRENDS. Outerwear, perhaps more than any other category, offers challenges and opportunities in the market, with finicky consumers and ever-oscillating fashions. Of course the need for warm, dry, breathable gear, at approachable price points are ever present. Hence, we reached out to a handful of leading brands and retail outlets to get their take on what’s shaping the market on the manufacturing side and at the storefront. Desiring the latest look stimulates consumers but that is balanced by economics and disposable income. On any given year riders may upgrade only a portion of their overall setup. Retailers do their best to find the right algorithm. “Customers always like updating pieces of their kit and their winter wardrobe. Some purchases are motivated by the new color palettes and styles for the season such as color blocking, while others are motivated by updated tech such as 4-way stretch fabrics,” says Wave Rave Softgoods Buyer Shannon Glenn. “The key is to show the consumer how it was intended to be worn; merchandise the kit with jacket, layering pieces, pants, etc.…” says Active Ride Shops’ Merchandising Manager Todd Wakeling. “That way it connects the dots and becomes more of a must buy. Glenn concurs: “It is important to select a color trend based on key pieces, and build on that with pieces of complementing colors and patterns. You form a well-balanced selection of both high-end price point pieces that not only all merch together, but can also be mix-andmatched to create the perfect kit to fit the rider’s needs.”

Burton Men’s Gore-Tex Dune Jacket in denim wash. Look no further than the Airblaster women’s bib in Wild Tribe for proof of the ‘90s resurgence of bibs and bright colorways.

Quiksilver That’s It 3L Gore-Tex Jacket.

Styles & Silhouettes

Technical Offering

Collabs & Eco Stories

• Street-inspired design demand remains

• High-end, waterproof materials are being

• While the trend for snow brands seems

strong for men’s outerwear. • Men’s and women’s silhouettes continue to trend toward longer jackets and slimmer pants that integrate pockets and performance features. • A ‘90s resurgence with bibs, and bright color ways and block print. New plays on camo are also cropping up.


offered across a range of pricepoints, including Gore-Tex, Lib Tech’s competing material Sympatex, and Airblaster’s proprietary fabrication, VORTEX 30k/20k. • Breathability, stretch, and waterproofing materials continue to be emphasized. Taped seams and laminates remain popular.

to be moving away from collaborations... some are still focused on partnering with photographers, artists, and strategic nonendemic ambassadors (Burton Girls x Disney’s Frozen and Burton Boys x Marvel). • Eco stories are still prominent, as brands focus on recycled and sustainable materials, and non-toxic water-resistant treatments.

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Lens Tints And Quick Change Systems Lead Tech Story

GOGGLES ARE AN IMPORTANT PART of any snow retailer’s product mix. Offering great margins, great turn, and a small footprint, this category can be a very profitable part of your business. Longtime SnoCon business partner and goggle buyer Adam Gerken contacted leading brands in the space to get an overview of key trends and standout technology in their 2015/16 lines. All of the brands and products mentioned will be on display at the SIA Tradeshow Jan 29- Feb 1, 2015, in Denver, Colorado.




• Of course, let’s start by remembering how important it is for a goggle to

look good! After all, these are on your face! One of the most influential trends in goggle aesthetics, the “frameless” movement, is still strong across all brands going into 2015/16. Lots of companies also continue to utilize collaborations with other brands to make their goggles stand out from the crowd.

Lens Tints • Many goggle companies have directed their efforts at developing new and


innovative lens tint options meant to maximize utility. While quick-change lens systems aren’t going anywhere, these new tints aim to reduce the need to change your lens in the first place. • Oakley is utilizing a lens tint technology called Prizm, which is designed to work over a much wider range of light conditions through achievements in color science rather than a physical change in light transmission. • Zeal is introducing a new tint to their photochromic and polarized Automatic Lens. This new high-transmission base color will make this lens the lightest polarized lens on the market. • Dragon will continue to offer Transitions Boost Adaptive Lenses (Transitions is the inventor and market leader of photochromic technology) in their APX and APXs goggles. • Spy will introduce their “Happy Lens” technology into several more styles based on prior success. ANON M3 BODY MERRILL OAKLEY FLIGHT DECK

Quick Change Lens Technology • In addition to lens tints, goggle manufacturers are introducing or refining

quick-change lens options. • Anon’s newest offering, the M3, takes the technology of rare earth magnets in their M1 and M2 goggles a step further with Magnetic Facemask Integration. • Electric has developed a patent-pending alternative to exisiting quickchange technology called “Press Seal.” This feature offers a 360-degree seal between lens and frame, without the use of magnets, levers, etc. [Kind of like a Tupperwear closure.] • Dragon has two new frames, the X2 and the NFX2, that highlight their Swift Lock Technology.

• Smith Optics, who first brought quick-change technology to market with the original I/O goggle, is continuing to push boundaries with their flagship I/ O7. This goggle offers improved peripheral vision and a refined interchange system using a single release lever. • Spy will be unveiling their new “Quick Draw” lens system in a new cylindrical frame called “The Ace”, and will continue with their “Lock Steady” system, which will be available on the Doom and Bravo models. • Giro will be introducing the Contact goggle featuring the Snapshot Interchange Lens System, with self-locating magnets and a secure locking mechanism built into its frame.

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SIA ON-SNOW DEMO At Copper Mountain February 2–3, 2015

“I always like to get people with different riding styles and different abilities to the demo. That allows for the most comprehensive feedback on a wide range of boards.” —Joseph Notaro, Snowboard Buyer, evo TRIPP FAY/COPPER MOUNTAIN

By Kailee Bradstreet

FOR THE SECOND CONSECUTIVE YEAR, SIA is holding its On-Snow Demo at Copper Mountain, February 2-3, 2015. More than a hundred brands will be out in full force at the resort, which is about 74 miles west of Denver, giving buyers and media a chance to test next season’s gear and technologies in the ultimate environment. New to Copper this year is the resort’s updated app, Sherpa 2.0, which gives riders a chance to create their own mountain tips and favorite trails, plus alerts them to key destinations throughout the resort, and locals-only insider information. Buyers have a pretty huge task at hand when tackling the two-day event. It helps to get organized, putting a list together of what brands are critical to check out, and include a couple emerging brands that you’ve had your eye on. It may also help to compartmentalize categories, such as trying all boards on day one, and all boots and bindings on day two. “I always like to get people with different riding styles and different abilities to the demo,” says evo Snowboard Buyer Joseph Notaro. “That allows for the most comprehensive feedback on a wide range of boards. I also think that taking notes after demoing each board is critical to capturing all of the little nuances that are easily forgotten by the end of the day. “ We asked some of the brands that will be showcasing their gear for specific recommendations about what to ride. ROME “The single board and binding set up I would recommend from our men’s collection would be the Mountain Division mounted with the Katana binding.  This tandem is geared perfectly for the diverse terrain that Copper Mountain offers.” — Dan Sullivan, Rome Director Of Sales

YES “I’d have to say the one that is most likely to appeal to just about anyone is the new Typo. But if there’s powder at the demo then maybe

they should be on the 420. Or the new 20/20…. or maybe the new PYL. OK, the Typo. Mounted with the NOW Pilot binding.”

Custom? I challenge you to check it out, and find out why it is, and will continue to be, number one.”

— Alex Warburton, YES Brand Director

— Chris Cunningham, Senior Business Unit Director, Boards & Bindings, Burton Snowboards

VANS “If someone only had the chance to ride one boot I would recommend the Infuse. This is the boot that many of our team swear by. It has the Vans Hybrid Boa system on it so will appeal to both the lace system and traditional lace crowd. You can adjust the flex of the boot with the removable tongue stiffeners so depending on your support preference or conditions you can tune the boot to your desired specifications.” — Jared Bevens, Vans VP Global Footwear Merchandising

BURTON “If I had to pick one board in our W16 line to be sure to demo at this year’s SIA, it would have to be the Custom. Put simply, the Custom is an icon 20 years in the making and by far the best-selling board in our industry’s history. So ask yourself, when is the last time you rode a


“I would say this new board we are calling The Cool Bean. It is a shorter, wider board that has a super surfy feel and makes you reconsider how you approach everyday terrain. I’d pair that with our proven Maysis Double Boa Boot and the equally surfy flex of out Lien FS Bindings.” —Hunter Waldron, K2 Global Brand Director 

GNU “Jamie Anderson’s Ladies Choice. This board packs all our premium gold metal technology into a fun, responsive, playful board. It features Smart Asymmetry, with a deeper sidecut and deeper magne-traction on the heel edge and our EC2 camber contour which is the perfect easy combination of camber towards the nose and tail and banana between the feet.” —Barrett Christy, GNU Director Of Awesome

Copper Mountain Village during last year’s On-Snow Demo. TRIPP FAY/COPPER MOUNTAIN

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Party In The Back Denver, we’re headed your way once again. As the snow industry braces itself for another season and prays for snow, SIA is on everyone’s mind. Here’s to 2015, and what is shaping up to be another actionpacked Denver trip for everyone who calls the snow industry their life.



01. Rome presents checks to retailers as part of their % For Snowboarding Program. Rome’s Dan Sullivan, World Boards’ Coops and Jay Moore, Rome’s Anna Starr, The Boardroom’s Chris Heise, and Rome Co-Founder Josh Reid. 02. Dakine’s Chico Bukovansky and C3’s Bob Gundram. 03. Jeremy Jones and his wife Tiffany at the Jones Snowboards booth. 07

04. Dragon execs Mike Tobia, Will Howard, and Rick Irons. 05.The decision comes in during the final bout of 686’s Lights Out industry boxing match.


06. Bryan Iguchi stands in front of his signature system at the MTN Approach booth with Co-founders John Kaiser and Cory Smith. 07. Technine Co-founders Cole Taylor and Ethan Stone celebrated the brand’s 20th anniversary at SIA last year. 08. K2 Global Brand Director Hunter Waldron gets an on-air spot.


09. Woodward had some good representation at the show with this mini skate ramp and lounge.



10. 686 Founder Mike West, Zumiez’ Stuart Martin, and 686’s Jono Zacharias catch up just before the weigh in for 686’s “Lights Out” boxing event. 11. The entire Spy crew was happy to pose for a quick group photo: SPY Canada Marketing Manager Daryl Trinidad, Goggle Line Manager Travis Tomczak, Director of Sales - West Todd Madsen, President and CEO Michael Marckx, Marketing Manager Maddy Isbell, and Marketing Director Devon C. Howard. 12. Zeal Director of Marketing Joe Prebich, North American Director of Sales TJ Bottom, and Digital Marketing Director Mike Lewis.




13. Ride Global Brand Director Sean Tedore, Verde PR’s Keith Cozzens, and Ride US Sales and Marketing Manager Shawn Penrod. 14. The Ogden Theater was filled to capacity with more than 1,500 people for Transworld Snowboarding’s Riders’ Poll Awards. 15. At Slash, Gigi Rüf and Chief Operating Officer Ivan Zwahlen were stoked on how the show went.


submit your event photos: kbradstreet@enthusiastnetwork.com

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4:51 PM

Profile for SnowSports Industries America (SIA)

2015 SIA TWB The Guide  

Built by TransWorld Business, presented by SIA for the snowboarding community, The Guide provides pertinent Show information, new trends, ed...

2015 SIA TWB The Guide  

Built by TransWorld Business, presented by SIA for the snowboarding community, The Guide provides pertinent Show information, new trends, ed...


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