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OFFICIAL PUBLICATION SIA SNOWSPORTS SHOW

BY THE PUBLISHER OF SKI PRESS USA

DAY 4

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A Deal of Epic Proportions. Even though Epic Season Pass sales are closed to the general public, SIA Snow Show attendees can still purchase the pass for only $199. That’s more than 60% off the original price! Ski as much as you want and when you want at six amazing ski resorts, starting February 1st. But hurry, you can only purchase passes at the Epic Booth at the SIA show! Plus, $10 of your purchase will go toward Winter Feels Good - providing outreach tools that introduce youths to snow sports.

BUY TODAY

$199

THIS EPIC DEAL IS ONLY AVAILABLE IN-PERSON TO REGISTERED SIA ATTENDEES AT THE 2010 SIA SNOW SHOW IN DENVER, CO BOOTH: 3356 Available for a limited time. Passes good from 2/1 through the remainder of the ‘09 -‘10 Season. SIA credentials are needed at the time of purchase. ©2009 Vail Resorts Management Company. Trademarks are the property of Vail Trademarks, Inc., Heavenly Valley, L.P. or Dundee Realty.


TOP NEWS

Making the Cut

THE SKI CHANNEL RELEASES LIST OF TOP 250 MOST INFLUENTIAL PEOPLE IN SNOWSPORTS While many attendees are worried about getting on the list for post-show parties, Steve Bellamy, founder of The Ski Channel, has people scrambling to see if they made another. The ski network has just released its first annual Snowbiz 250, a list of the most influential people in snow sports for the 2009/2010 season. Included are athletes, agents, resort executives, retailers, manufacturers, doctors, coaches, politicians, filmmakers, publishers, writers and other influential figures. Athletes scored high in the compilation, with Lindsey Vonn and Shaun White tying for first place as the most influential people in the industry. Other inductees include Utah Governor Jon Huntsman, who 12-folded their tourism budget; knee surgeon Dr. Richard Stedman; Audi executive Scott Keogh, for his Truth in Motion documentary; and Sundance Ski Resort owner and actor Robert Redford. Shane McConkey was awarded the only posthumous entry, with the cellar-dwelling 250th spot going to Soldier Mountain owner and actor Bruce Willis (visit theskichannel.com/top250 for complete listing). “More than 30 people in the industry contributed to its research and ranking,” says Bellamy, adding that points were awarded in various categories and then tallied by formula to factor out bias. “We did it to recognize those who help grow the industry on a daily basis and to hopefully inspire others to be more impactful and influential this next year.”— EUGENE BUCHANAN

Come Gaze at the Hardware In 1924, Anders Haugen took fourth place in the ski jump at the Olympic Winter Games in Chamonix, France. Fifty years later, a Norwegian sports historian noticed a mistake in the standings. Haugen actually came in third and was subsequently given the bronze he won. It was the first official U.S. Olympic medal in skiing and the longest it has ever taken for an Olympic athlete to receive a medal.

K2 RESTRUCTURES MARKETING, PRODUCT DEPTS. Incorporating Baseline Technology rocker onto its skis and snowboards isn’t the only restructuring K2 Sports has done this year. The industry giant also recently restructured its global and product development teams, adding more oil to its snowsports engine. Under the re-organization, 20-year K2 vet Anthony De Rocco has been named executive vice president of product and brand development, while Aaron Ambuske, Alex Draper and Dodd Grande have been promoted to vice presidents of global product development, reporting to Anthony. Additionally, Jeff Mechura and Scott Mavis have been promoted to vice presidents of global marketing, absorbing added responsibility for specific brands within the K2 portfolio. “The new organization is designed to better address the needs of our brands, product lines, employees and customers,” says K2 Sports CEO Robert Marcovitch. “Anthony’s skill sets make him the ideal candidate for such a complicated role.” (Pictured: Jeff Mechura) — EB

You can see that classic medal as well as Gretchen Fraser’s first U.S. skiing gold and silver medals from 1948 downstairs from the show floor at the U.S. National Ski and Snowboard Hall of Fame and Museum exhibit. The exhibit also includes vintage issues of Sports Illustrated and a program from the 1960 Squaw Valley games. You can also peruse the wall of fame that lists every U.S. ski and snowboard medal winner. Tom West holds Anders Haugen’s 1924 bronze medal.

Eight new members — including Doug Coombs and Chris Waddell — will be inducted into the Hall of Fame on April 9 at the Gerald R. Ford Hall in Beaver Creek, Colorado. —DOUG SCHNITZSPAHN

Skullcandy’s Mix Master Headphones

Völkl’s Sustainable Amaruq Eco Ski On Friday, German ski maker Völkl announced it had won its second Eco Responsibility award from IPSO with its new, limited edition Amaruq Eco touring ski. Built with a “wood-only” mantra, the stunningly beautiful Amaruq is best described by what’s missing. No fiberglass. No solvents. No epoxy or resin. No plastics. Edges are 60% recycled steel. The ski’s sintered base is 100% recycled, using trimmings from other skis. The nothing-butwood core features crisscrossed wood fibers hardened with an organic wood resin. Solvent-free linseed oil protects the topsheet. All this sustainability and ecological innovation comes at a price. “These are very expensive to make,” says Völkl’s Geoff Curtis. Individually numbered Amaruqs are expected to retail at more than $1,000. — JASON BLEVINS

4 SNOWPRESS DAY 4 skipressworld.com/snowpress

Geoff Curtis and the Amaruq

The cooler-than-you Skullcandy designers are always stepping it up. The company is plowing deep into the audiophile world with its latest offerings of high-end, DJ-focused headphones. With memory foam pads, Mylar drivers and 50mm speakers, the $250 Mix Master headphones showcase a company going deep in the world of audio. “We are definitely taking it to the next level,” says Skullcandy spokeswoman Leland Drummond. One of Skullcandy’s coolest offerings this year is its mp3 belt. The large capacity player with retro knobs would be a cool buckle even without a capacity to blast tunes. The belt retails for $150 and comes with Skullcandy’s “Smokin’ Buds” phones. — JB

SKI THE BEST OF COLORADO


TOP NEWS EDITORIAL

EDITORIAL

EDITORIAL DIRECTOR // Peter Kray

EDITORIAL DIRECTOR // Peter Kray // peter@skipressmag.com

MANAGING EDITOR // Lori Knowles FRENCH EDITOR// Claudine Hebert FASHION EDITOR // Krista Crabtree SENIOR EDITOR // Eugene Buchanan SKI & ACCESSORIES EDITOR // Douglas Schnitzspahn SKI BOOT EDITOR // Steve Cohen SNOWBOARD EDITOR // Mike Horn DENVER EDITOR // Jason Blevins

EDITOR, CANADA // Lori Knowles // lori@skipressmag.com EDITOR, QUEBEC // Claudine Hébert // cloclo@mlink.net

PRODUCTION PRODUCTION MANAGER // Stéfan De Gagné PHOTO MANAGER // David-Olivier Gascon GRAPHIC DESIGNER // Martine Bélanger GRAPHIC DESIGNER // Vanessa Primeau Geoffroy

PUBLISHING & MARKETING PUBLISHER // Jean-Marc Blais // jmblais@skipressmag.com ACCOUNTANT // Nicole Vinet // admin@skipressmag.com PRODUCTION OPERATIONS MANAGER // Stéfan De Gagné // stefan@skipressmag.com PHOTO MANAGER // David-Olivier Gascon // David@skipressmag.com GRAPHIC DESIGNER // Martine Bélanger // martineb@lexismedia.ca GRAPHIC DESIGNER // Vanessa Primeau Geoffroy // vanessa@lexismedia.ca

PHOTOGRAPHY// Tom Winter

SALES SALES REPRESENTATIVE // Harry deHaas (905) 471-9276 // harry@skipressmag.com SALES REPRESENTATIVE // Alex Beauregard (514) 270-0997 // alex@skipressmag.com SALES REPRESENTATIVE //Scott Leonard // 970-274-6655 // scott@elevationoutdoors.com

SKIPRESSWORLD.COM/SNOWPRESS TECHNICAL SUPPORT // Patrick Leith

INTERNET TECHNICAL SUPPORT // Patrick Leith // patrick@solutionsgecko.com

PUBLISHING & SALES SALES AND PUPLISHER// Jean-Marc Blais SALES REPRESENTATIVE // Harry deHaas SALES REPRESENTATIVE // Scott Leonard SALES REPRESENTATIVE // Peter Kirkpatrick

CIRCULATION CIRCULATION MANAGER // Marc Allard// marcallard01@videotron.ca While Ski Press World takes all possible precautions to ensure factual accuracy in its pages, it is not responsible for errors in the information published. Suggested retail prices printed in the magazine are subject to change without notice. This magazine can be recycled. Please recycle where it is possible.

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AT’S Meteoric Rise The meteoric rise of alpine touring equipment last year was fueled by the blood of telemarking. It’s no coincidence that AT unit sales climbed 21% while telemark sales fell the same amount. The rising star of snow sports is AT these days, a crown once worn by the knee-dipping world. But since peaking in the early aughts, when specialty stores wallowed in $6.6 million in annual sales of tele gear, the free-heel industry has collapsed, with specialty shop sales moving $2.5 million in tele skis, boots and bindings. But telemark is not fading away. The core of telemarking will never abandon their free-heeled, free-minded pursuit. “Maybe it was an artificial boom and what we are seeing now is reality,” says Roch Horton, sales manager for Black Diamond, one the three brands who dominate telemark.

binding, one with DIN release. But the company has suspended funding, opting to pursue its ascent-friendly but downhill friendlier AT products, like its Factor AT boot. Still, don’t think BD is abandoning its core customers. “We certainly see viability in that market,” Horton says. “The hippy-dippies are still out there in force and they are not going away.” Maybe they’re just spending their neverfewer dollars on a new game like AT, says Scarpa chief Kim Miller. Don’t confuse sales with participation, he says, pointing to SIA numbers showing consistent numbers of free heelers in recent years. “We all want to try new things and get out there and explore new facets of sliding on snow,” says Miller, who anticipates a return to telemarking’s heydays. “It’s cyclical. And while it’s a smaller pie now, I do think you have to innovate. Don’t expect it to get better if you don’t make an effort.” — JASON BLEVINS

Black Diamond is about halfway through its development of a revolutionary tele

Flaik Out Want to know how much vertical you are racking up at Winter Park at tomorrow’s on-snow/free ride? Pick up a Flaik and you will be able to track the total number of feet you ski and your top speed. A leaderboard will display leaders in vertical, distance, speed and time. Flaik’s Ashley Pyle shows off the arm band unit that will help ski schools track kids

“It’s going to be a great opportunity for bragging rights,” says John Siewierski, senior vice president, sales for Flaik.

Mountain competition is just one fun function of the arm band GPS device that has been adopted by nine resorts across the country. The main purpose is safety. Ski schools can use Flaik to track kids and patrol can issue them to riders headed into the sidecountry to make sure they get back safely. Flaik will not be available to general consumers for at least two years, but the company is doing brisk business at the show selling to resorts for day rentals and ski school use. “We will do 400,000 day usages over the season,” says Siewierski. — DOUG SCHNITZSPAHN

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ON-SNOW PREVIEW Enough talk. It’s time to shred. SIA and Colorado Ski Country USA have banded together to offer show attendees special post-show skiing and riding deals throughout the state. See you on the slopes. — BY EUGENE BUCHANAN

ON-SNOW DEMO, MON., FEB. 1 If you haven’t already done so, Winter Park make plans now to get your tradeshow-weary butt up to Winter Park for SIA’s first-ever On-Snow Demo. More than 150 brands will offer demos of the latest gear you could only ogle at the show, with concerts, activities and après action rounding out the festivities. It includes free lift tickets, rentals, breakfast, lunch, transportation and happy hours. To sign up, go to the show’s registration desk, sign a release and present your Snow Show badge to get your OnSnow/Free Ride Fest Badge. You can also sign up for free shuttle service, which departs from the convention hall’s Lobby B at 4 p.m. Sunday and again on Monday and Tuesday at 7:30 a.m. Return shuttles leave Winter Park at 5 p.m. Monday and at 1 p.m., 2 p.m., 3 p.m., 4 p.m. and 5 p.m. On-site registration opens at 8 a.m. daily. Info: siasnowshow.snowsports.org/OnSnowDemoFreeRideFest/. Vail

DEALS, DEALS, DEALS Vegas might have blackjack dealers, but Colorado has ski deals for all tradeshow attendees. Here’s how to stack the deck in your favor.

Vail: Swing by the Vail Resorts booth (#3356) before the end of the day today and with your show badge you can buy the coveted Epic Pass for the special rate of $199 (60% off). The special deal for show attendees lets you ski at Vail, Beaver Creek, Breckenridge, Keystone, Heavenly Valley and Arapahoe Basin for the rest of the year. Other resorts: All buyers at the show receive three comp tickets good at 20 Colorado resorts (excluding Loveland, Silverton and Vail-owned resorts) Mon. – Wed., Feb. 1-3. Exhibitors receive two-for-one tickets good the same days (including Loveland). If you’re heading up today, swing by Echo Mountain for a special night rate of $25, letting you ski until 9 p.m. Lodging/Rentals: Winter Park is offering show-goers rooms for just $64/night through Fri., Feb. 5 (866-423-5177). Aspen is offering all attendees 50% off all ski and snowboard rentals Feb. 1-3. Copper Mountain is offering special two-for-one pricing at its Woodward at Copper indoor freestyle training facility through Thurs., Feb. 11 (woodwardatcopper. com). Crested Butte is offering $69 rooms at the Elevation Hotel good through Fri., Feb. 5.

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UPHILL/DOWNHILL CHALLENGE One too many appetizers/Free Ride Fest or beers at the show? Here’s your chance to burn it off. At Winter Park’s On-snow Demo on Monday, sign up for the Uphill/Downhill Challenge, presented by Scarpa. “It’s just our way to help people get out there and have a good time while getting a little exercise after the show,” says Scarpa’s Dave Simpson. “It’s also a great way to showcase another category in snow sports.” The randonee-style race starts at 2 pm, and sends competitors skinning 1,700 feet up to the Sunspot Lodge and then back down through bumps and glades to the finish line. Teams of three are scored by combining times, with the fastest individual time winning a pair of Scarpa F1 Carbon Race boots. All entries are also automatically entered in a raffle for other great prizes. Special Bean Counter Bonus: if you’re a company CEO or owner and your employees want you on their team, judges will take five minutes off your time.

DEVIL’S THUMB RANCH Get your nordic on at Devil’s Thumb Ranch just past Winter Park in Tabernash, Colo., from 9 a.m. – 4 p.m., Mon.-Tues., Feb. 1-2. Attendees receive complimentary shuttles from Denver or Winter Park, a free ticket to more than 100 km of groomed trails, ranch tours of the new 52-room lodge and Ranch Creek Spa, free breakfast and lunch, free sleigh and feed rides, and a Norwegian-style après ski party with a band Monday afternoon. Visit them today at booth #368 and also get a free chair massage and discounts on rentals. (Info: devilsthumbranch.com; (941) 350-9615).

SILVERTON Silverton Mountain is offering halfpriced helicopter skiing for all SIA badge holders this weekend, plus Thursday through Sunday next week. The deal requires skiers to buy one guided day of skiing and single heli drops cost $79.50. Reservations are recommended at www.silvertonmountain.com or 970-387-5706. (Photo: Pro skier Pep Fujas drops a first descent in Silverton Mountain’s new 15,000 acre helicopter terrain.)

Silverton

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TOP TREND

Apparel: A (Green)Sign of the Times SUSTAINABLE MATERIALS AND GREEN PRACTICES PROPEL INNOVATIONS IN OUTDOOR LAYERING. HIGH STANDARDS, GREEN CERTIFICATIONS Green products and practices have gone from trendy to mandatory for many manufacturers. Some companies are taking steps toward sustainability throughout the whole manufacturing process—from maintaining carbon neutral offices to ensuring that the fabric they use has been produced in a green way. There are even companies that help create more eco-responsible practices in Asia. NUWA Textiles, for example, with offices located in the U.S., Taiwan and China, deals only with factories that follow environmentally-friendly protocols therefore achieving green certifications such as bluesign® and comply with Oeko-Tex and ISO-14001 standards. “Our goal is to reduce water, energy, and chemical use while producing the highest quality textiles,” said Nüwa Textiles President, Michael Shih, “At the same time we must always be aware of the safety of our employees.” KJUS focuses on consumer safety by becoming Oeko-tex certified, which means that all of their products meet an internationally recognized standard for being environmentally safe. Their line of midlayers—in both the Spirit and Ski Line, as well as all other garments, are made from fabric that does not include allergenic or harmful dyes and substances that could hurt textile workers or the consumer. In fact, no harmful substances were used at any time during the production process.

RESPONSIBLE RECYCLING Patagonia has stood out as a forerunner of green practices for years. This season, 90 percent of Patagonia’s products are recyclable through the Common Threads Recycling Program and over 50 percent of their products are made with environmentally conscious fabrics. The Regulator fleece collection—known for moisture management and high warmth-to-weight ratios—now has new fabrics in six different weights. Arc’Teryx’s new durable Strato Jacket has a sustainable element to this relaxed-fitting, moisture-wicking jacket: It’s constructed out of Polartec Thermal Pro Cobble Fleece, made from 64 percent of recycled fleece.

SKI THE BEST OF COLORADO

THE WIDE WORLD OF WOOL Wool, by nature, is a sustainable, renewable and natural resource. SmartWool uses New Zealand Merino wool and practices sustainable wool farming and environmentally-friendly processing techniques. The Thermal Midlayer Line for men and women comes in various weights for warmth and can be layered with products from the NTS (Next-to-Skin) line for breathable yet insulating layering. Helly Hansen uses 100 percent boiled Merino wool in the Embla Wool Hybrid Jacket for a soft feel and casual look. PrimaLoft insulates the jacket for warmth and polyamide protects the shoulders and arms. Powderhorn adds Italian ingenuity with the Buffalo Bill and Grace sweater Jackets—both made out of Pontetorto Technowool, a high-end boiled wool combined with soft fleece. The result: A wind-resistant, breathable, fleece-lined wool midlayer or light jacket. Dale of Norway launches a new process of combining two separate fabrics called Comfort Technique. The Midlayer Comfort 380 and Midlayer Supreme line have a technical yarn that is uniquely knit and bound with soft Merino wool for comfort and functionality.

NATURE’S FIBERS Wool isn’t the only natural fiber in underlayers this season—Obermeyer uses free trade certified Alpaca from South America in the Alpaca Crew to add a smooth, silky feel as well as insulation and wicking. It may sound counterintuitive in this age, but Polarmax helps give cotton a facelift with a technical twist—made possible after a new partnership with Cotton, Incorporated. Together they have created a line of technical undergarments made with wicking cotton fabric called Polarmax’s PMX cotton apparel with TransDry. —KRISTA CRABTREE

SNOWPRESS DAY 4 skipressworld.com/snowpress 7


QUESTION OF THE DAY

TOP NEWS

What did you see at the show that Titan & Stoke: you’re looking forward to testing out? Dynafit’s Latest Offerings

Dynafit president Chris Sword shows off his company’s Titan alpine touring crossover boot and a penny-weight carbon fiber boot.

In a three-brand race, it can be easy to overlook the fourth-place runner. But as the AT industry’s biggies stall in a down economy, black horse Dynafit is poised to take its lightest, stiffest, swiftest mantra to the top of the hill.

“The new Skull Candy headphones. They’re bright turquoise with tons of bling on them.” — Jordan Bullock, Apex Ski Boots

“Officer Tasty and Officer Delicious, two girls from PolarMax who came by yesterday dressed in full police garb, complete with stiletto boots.” — Nick Palermo, Skijunk.com

“Some of the Elan skis. Their whole product line looks sweet. We make our skis in Poland, and they make theirs in Slovenia, so I’m curious to see how they ski.” — Ross Janzen, Faction Skis* * Editor’s note: For those wondering, Janzen worked out his licensing dispute with Gene Simmons, as reported at last year’s show, and is now licensed to use his graphic.

“Salomon’s Quest 12 boot. I’ve skied a lot of AT boots, but am excited to see its downhill performance.” — Sammi Johnson, Outside Media

Dynafit’s newest offerings — including its super stiff Titan boot and light-as-air Stoke ski — mark the penny-weight company’s bridge from alpine touring into the freeride realm. The four-buckle, triple-compatible Titan — with slide-on blocks ready for all alpine and AT bindings and quickstep slots for the Dynafit bindings — keeps with the company’s light-is-right ethic at a mere 2,000 grams. The Titan has a walk mode and forward lean adjustments that can tilt riders at 15 degrees or a race-ready 21 degrees. Add the seven-pound pair of Stoke skis and you are ready for both frontside ripping and weeklong touring. With sales climbing more than 50% a year, Dynafit has kept a laser-like focus on building the lightest, stiffest boots in the alpine crossover class. That makes them an eventually inevitable choice for skiers looking to step beyond the sidecountry into more extended ascents. The introduction of Marker’s backcountry-dabbling Duke and Jester bindings has grown the AT market. Those newcomers will soon turn to Dynafit, says company president Chris Sword. “Eventually you lighten up and move to higher performance,” says Sword, who welcomes all companies seeking to grow the AT pie. “We all share the same joy and spiritual aspect of our sport.”— JASON BLEVINS

Trew, Neff and FlyLow: Upstart Brands Court the Core Technylish. That’s how Trew’s founders Tripp Frey, Chris Pew and John Pew define the sensibility their young brand is bringing to the apparel and accessory world. They are not alone. Several young up-and-coming brands have been gaining traction on the show floor, reflecting a core demographic that responds to authentic, performance-oriented brands. “We take the performance of mountaineering apparel and give it freeride style. We push the envelope of pattern work and style in a technical garment,” says Frey. He points to the detail work in the Pow Funk, a jacket that uses the brand’s proprietary three-layer Gelanots waterproof/breathable fabric and labor-intensive seam work to achieve his technylish ethos. This is Trew’s second show and already the brand is gaining traction, especially after winning Skiing’s gear of the year award for its Trewth Bib. “Stores are coming to us now instead of us trying to make them come see us,” says Frey.

“The Knee Binding. It looks cool, and with two springs in the heel, it should protect the knee better. It might keep me in the game longer.” — Jeff Rich, MasterFit Enterprises

“A Bula beanie (I lost my old one). Also, a new hoodie jacket from Loki that comes with gloves attached. I’m moving to Liverpool, so I need something nice and waterproof.” — Christine Diamon, Aspen Skiing Co.

Shaun Neff, who first founded his brand selling t-shirts out of a backpack in college at BYU back in 2002, has also seen business on the rise at this show. “We made more than 120 appointments at this show,” he says. “Last year we started with 70 to 80. There are fewer kids hangin’ out in the booth here but we are doing more real business.” The business took off for Neff when he switched from making t-shirts to hats five years ago so that pro rider friends could wear his without conflicting with sponsors. At the time, he says hats were still a niche. Now they are sure business in a down economy.

Trew founders Tripp Frey and Chris Pew

FlyLow grew 79% last year thanks to founder Dan Abrams combination of freeride style, frugal business skills and authenticity. “We spend a lot of time in the field testing and talking to people. We try to give them a say. In return, they have a sense of ownership. They help shape how we think,” he says. Neff founder Shaun Neff

8 SNOWPRESS DAY 4 skipressworld.com/snowpress

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WHO NEW Nearly 100 new exhibitors are on the Colorado Convention Center floor here at the first ever SnowSports Industries America Snow Show, helping fuel the energy and innovation for where our industry goes next. Check out the aisles to see all of them, and check our ‘Who New’ column every day as well, for a snapshot of some of the newest stars of snowsports.

DPS For Salt Lake City’s DPS Skis, it’s all about carbon. Founded in 2005, the

ABS Avalanche It might seem strange that a company founded 25 years ago is finally making its mark by appearing at the SIA show. But the timing’s right for Germany-based ABS Avalanche to penetrate the U.S. market, says manager Manuel Schmidt, and what better way to do so than attending the show. “We’re looking to open U.S. dealers,” says Schmidt. “We’re coming to establish a U.S. dealer base and line up reps for U.S. distribution.”

company has pioneered the use of aerospace-grade carbon-fiber and sandwich construction to create skis it claims are lighter, stronger and more powerful than others on the market. And the timing’s right to take its message to SIA. “We’ve been distributing Given its product line, it should be easy. The company makes backpacks with avalanche airbags, and has been doing so for two and a half decades. Its current product deploys two airbags simultaneously within two seconds. — EUGENE BUCHANAN

skis direct for four years and are now expanding our distribution to include a traditional model,” says co-founder Stephan Drake. “So, it was logical to start exhibiting at SIA. By doing so, we hope to introduce dealers to both our culture and cutting-edge designs,

Rab In an economy where manufacturers are scaling back, the UK’s Rab is climbing higher. Long a fixture in the mountaineering world, the company is now laying down roots in both the ski industry as well as Colorado, opening a new warehouse and office in Louisville, Colo., hiring a Rocky Mountain sales rep force, and hiring three customer service and warehouse positions and a new marketing manager. It also partnered with Pertex on a new fabric launch for the show called Syncro. Look for it in the company’s new Infinity Jacket, a light-weight weather-resistant offering with a 10D ultra-light ripstop shell, 850+ European goose down, baffled construction and a shorter cut for lightweight travel.

which we’ve developed over the last five years.” The company has three lines, with “Rab sees the SIA show as an opportunity to expand our brand presence and more retail doors,” says Rab president Matt Gowar. “Our product line is evolving to suit the backcountry markets and we’re looking to provide retailers with a reputable, reliable brand. Being at SIA is the way to initiate this.” — EB

the Lotus models built for powder, Wailers for all-around big mountain skiing, and the Cassiar line for frontside use. The Lotus 120 is the world’s fi rst long-nosed, pintail powder ski that, after years of flex pattern and shape refi nement, weighs less than 8 lbs. per pair (190cm) while still carrying a 120mm girth underfoot. “It has more power and torsional stiffness than a World Cup race ski,” says Drake. “It’s unlike anything else on the market.” — EB

Gibbon Slacklines The ski industry has its share of slackers, but a new exhibitor at the SIA Show is giving the term new meaning. Based in Stuttgart, Germany, Gibbon Slacklines is attending SIA to showcase its new Classic Slackline, available in 15- and 25-meter lengths, to the snow sports industry. In so doing, it hopes to find a balance of its own in a new market by picking up dealers and reps for its wobbly wares. “Slacklining provides a dynamic balance challenge that works the same muscles used for skiing and riding, “

says Gibbon’s Sara Morell. “We want to share the fun and fitness benefits of this sport with the snow sports industry.” She adds that the company has also found the line’s trampoline-like nature perfect for skiers and riders wanted to practice jumps and spins off the snow. The Slacklines set up easily in minutes, are 50mm wide and can be slung at any height, including low to the ground. — EB

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Leather and Lace The Great Connection 2011 SNOWBOARD BOOT STANDOUTS SNOWBOARD BINDINGS 2011 Innovative lacing systems remain at the forefront of snowboard boot progression for both men and women. Cutting out all unnecessary weight is a close second. And there seems to be a high-top sneaker renaissance going on. Boa’s Focus lacing system is being utilized by several manufacturers, and is featured on the K2 Thraxis, Ride Insano Focus, Vans Cirro, Vans Veil, DC Judge, DC Mora and the ThirtyTwo Focus. According to Boa Sales Manager Ilya Minkin, “For 2010 we are running one lower zone lace to the lateral ankle guide, and the other lower zone lace will flow to the medial ankle guide, creating slimmer lace guides and increased even pressure across the boot.” Nearly every company also has their own proprietary speed-driven lacing technology. “Lacing systems are huge, everyone’s incorporating them into their lines now,” says Clarissa Finks’s Burton’s assistant product manager for women’s boots. “We’re putting a new spin on our own Speed Zone by introducing the Sweet Spot Speed Zone system on the Axel. It features Speed Zone around your ankle and forefoot and dual Velcro straps to dial in the proper fit.” Ride’s Strapper AC is a freestyle boot that utilizes new Phy-Top construction—and looks like an old-school high-top sneaker, Velcro strap and all. The end result is a boot that has 40 percent fewer parts, 15 percent less weight, 50 percent less glue and a lot more durability, rebound and fun. “ThirtyTwo’s new Heritage boot was inspired by skate heritage and innovation over the past 15 years,” said ThirtyTwo’s Ashton Maxfield. “It includes a full-length System G gel midsole and Tongue Tension System, [and we] tied it back to some of the classic style and support of the early etnies high-tops. For K2, the Boa lacing system is featured in both men’s and women’s boots. According to K2’s Steve Metcalf, The Ryker delivers smooth flex and supportive comfort, and Intuition liner and Micro Articulating Cuff combine for unfettered mobility. The New CONDA liner system makes for super quick, single-pull internal adjustment and unrivaled heel hold while the Boa shell closure locks the exterior. On the women’s side, the Contour DB (double Boa) is designed for the female rider who enjoys no-fuss adjustability and cozy feet.

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Light. Adjustable. Responsive. That pretty much sums up the 2011 snowboard binding class. According to Rome Snowboard’s Ryan Runke, “In bindings, canting, adjustability, and flex control are the primary trends.” He said Rome’s new 390 Boss and new VRod baseplate innovate in all those areas. “The new technology is a “V” shaped bottom allowing the board to flex while providing power to your board edges. The “V” runs perpendicular to the board edges reducing weight and overall footprint allowing the board to flex naturally tip to tail.” One-click/single-ratchet convenience remains a priority for many manufacturers, including Flow, K2, Ride and Gnu. The NXT-ATSE is Flow’s lightest binding, and their rear-entry access requires just the flick of a finger to strap in. Flow’s Lucien Vink said their bindings are highly adjustable, and you can “Customize with multiple locations to adjust the hiback position and PowerTriangle cable-geometry. K2’s Auto Technology emphasizes easy-access and engagement as well. The Drone binding is Auto-ready, and the ratchet-less toe straps cinch down in unison with the heel strap. K2 uses Litespeed ratchets and Airlock Highbacks to eliminate unnecessary weight. The new Optimo ContraBand from Ride includes Wedgie 2.5 and 4.0 footbeds, and the ContraBand single-ratchet design with the new AeroGrip V-Strap and new Stealth highback. Another take on rear-entry bindings, the redesigned Agro binding from Gnu features Bio Polymer components, and near step-in convenience via the Backdoor Binding system. The Agro has a lightweight aluminum baseplate and micro-adjustable ankle strap ratchets. In an effort to expand the EST system’s versatility, Burton is introducing Re:Flex technology, featured on their new Prophecy and CO2 models, which they say combines best of disc and EST bindings. “Through a revolutionary new baseplate and disc design, this technology blends some of the benefits of EST with the versatility of a disc binding,” said Burton’s Chris Cunningham. “Rider benefits include 70% more underfoot flex than traditional disc bindings, 20% lighter baseplate design, more cushioning than traditional disc bindings, and compatibility with all mounting systems.” Salomon’s Arcade and Stella bindings experienced a major overhaul in the strap department for 2011. “The result is simple, comfortable and easy to use,” said Salomon’s Rian Rhoe. “Our NEW 3D Core Strap is lightweight and curves perfectly to the shape of your boot for a crease free-flex.” —MIKE HORN

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ALPINE/AT Boot Preview MASTERFIT UNIVERSITY, BOOTH 4374 World Cup? Olympics? Given the intense development energy the world’s boot makers are investing in backcountry and par-and-pipe designs, you’d think every race course in the world was rut-free and the front side of every big mountain was trackless—except for the half-pipes and parks. If they didn’t have an entry before, virtually every manufacturer now has at least one off-piste targeted model—if not three or four. Touring boots that provide the precision and power of traditional Alpine boots – but with grippy traction soles and releasable cuffs for easier hiking and walking – are proliferating. As are P&P boots with bold cosmetics that absorb big landings and ski switch as well as they ski forward. One manufacturer estimates that P&P may now constitute 15% of the ski market. Here’s a look at what’s new from the traditional Alpine brands as well as AT/Tele standard bearers dipping into the backcountry cross-over segment.

APEX

BLACK DIAMOND

Denny Hanson’s radical design returns this year after finding some boutique traction in the market this past winter. Apex separates fit, closure and flex by marrying a carbon fiber outer shell with a heat moldable walkaway innerboot.

Building on its rich history of clever backcountry products, BD continues to innovate in the hot AT category with its lightweight four-boot Efficient collection. All Efficient boots use a unique pivoting cuff technology that when teamed with a released ski/walk device, provides a super-generous 40 degrees of resistancefree travel. Close-out dents and a lock-open lower cuff buckle make for secure but clink-free travel in uphill hikes and traverses. All Efficient liners except the third tier Slant use a Boa cable closure to “dial” a personalized fit.

ATOMIC The big-volume B-Tech waves bye-bye as Atomic takes a stab at being all widths to all people in its wide-ranging Live Fit collection that features two mega-buckles for closure. Live Fit models use flexible bellows panels both medially and laterally at the forefoot. Normally World Cup-centric Atomic is also setting its sights on crashing a different type of gate—the access gate to the backcountry. The Tracker 130 INT is a lightweight, burly-flexing, lugged-sole backcountry model with an aggressive stand height and easy-walk feature.

DALBELLO Dalbello’s Virus is the company’s new three-model collection of backcountry boots developed in conjunction with freeski legend Glen Plake who extensively tested the product on many of the world’s great mountain

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ranges. The Virus mutates the precision and power of Dalbello’s top performing Krypton boot with innovative technology that eases walking/touring including a dualhinging cuff with a long glide range and Vibram sole. Dalbello has been active in other categories as well with a new race/high-performance series called Scorpion that incorporates anatomically shaped shell relief points with innerboot contours to accommodate critical fit spots at the ankle, heel, 5th metatarsal and navicular. Also new is Venom, a performance/all-mountain series that replaces the Proton series.

FISCHER Fischer has trimmed its top RC 4 line, from seven adult models to five, eliminating its 99mm last. RC4 liners have been updated with the addition of a ceramic/ cork flow material (similar to that used in the Zipfit liners) and a seamless spine construction for easy entry and exit called Rapid Slide. All Progressor and X-Series performance boots now use a bi-injected shell design called X-Rail that provides a stiff spine and sole with a softer instep and upper cuff front. All X-Rail boots have a new tool-free forward lean adjuster that adjusts from 14 to 17 degrees.

GARMONT Garmont continues its foray into the Alpine backcountry arena with a new G2 model. The G2 90 is softerflexing with a mid-height cuff to better suit smaller skiers and women. All other Alpine backcountry boots are unchanged—except for pricing. Both Garmont USA and the Italian factory have taken margin trims bringing the Shaman/Astral and G2/G1 models down about 15% both at retail and wholesale.

LANGE Under a much streamlined operation, Lange is re-centering its orbit this season with a focus on its performance heritage. Lange has plowed most of its resources into the development of a pair of new lasts for the upcoming season. The RS is a 97mm course-tamer that will uniquely offer a 100mm shell option without the typical

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downgrading of flex and buckles. The new RX is aiming to be a go-to model for skiers who require more forefoot width (100mm) but want a toothy, mono-injected boot that can be more readily punched and ground. It has a distinctive last with a heel pocket said to be traditional Lange strong.

the 98mm Pro shell. The 120 and 110 flex versions switch to the slightly roomier Sensor³ 100mm shell. The 90 is fashioned from the even roomier 102mm Sensor shell. All the good stuff Rossignol has done with its liner design in the past two years continues to proliferate through the line.

NORDICA

SALOMON

The SIA show left Vegas one year too early for Nordica to cash-in on casino co-promotion opportunities for its new park-and-pipe boots that carry model names like Ace Of Spades, Dead Money, Heart Breaker, Double Six and Velvet Ace. With in-your-face neon-slathered throughout, the three-piece, three-buckle designs are super-lightweight, use flex block technology to provide progressive flexing and have a clever pant clip on the spine to keep typically-oversized cuffs from dragging in the snow or getting caught in bindings. Nordica is placing even more chips further down the spectrum with its new sport performance Cruise line.

The company that has been building better mousetraps for nearly 60 years is staking out a jangly new stall at the freeski boot bazaar. Quest is a ground-up execution that flowed from Salomon’s considerable corps of freeski athletes. Instead of the well-worn path of taking a race boot and adapting it for freeskiing, Salomon built on its Ghost concept with the goal of creating “a highperformance alpine ski boot which hikes and tours as well as it skis.” The 101mm last collection (120/100/90 flex versions for men, a single 80 flex version for women) is ruggedly-attractive and bursting with creative features. In addition to the Alpine-oriented models, two lightweight models built on the Quest chassis will target the touring community and come with touring sole pads pre-mounted.

FULL TILT K2’s Full Tilt has developed into a clever brand success among park-and-pipe lappers and freeriders. It did that by using the venerated, 30+ year-old Raichle Flexon Comp chassis and draping it in a half-dozen different varieties in a riot of colors and patterns. Voila. Everything old is new again. This season the collection grows wider—literally—with the addition of three new widerlasted variations, two for men, one for women. Full Tilt also takes aims at micro-rats with its first kid’s offerings including an expandable shell model to accommodate foot growth.

ROSSIGNOL After completely making over its boot line the past two years, Rossignol plays out its strong hand this season. Most of its models return with just a few tweaks. The new freeski-targeted Squad line borrows bits from Rossignol’s three staple lasts to create an attractively designed and diverse collection. The top-model Squad Pro 130 uses

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SCARPA Scarpa continues its focus on building boots from plantbased, renewable Pebax plastic. Both its new AT boots use the stuff. The Mobe (Mo-bay) is a power ripper. Essentially an Alpine boot with a rockered, lugged sole, it employs Scarpa’s new Powerblock Tour mechanism that provides the rigidity of a fixed-cuff boot when locked yet hikes and skins with ease when released. The Mobe comes stock with Intuition liners. Also Pebax-based is the ultra-lightweight Maestrale/Gea combo. The former is for men, the latter women. Scarpa claims they are the lightest AT boots on the market at 3 lbs. 6 oz. (men’s 27MP shell).

TECNICA Continuing to toy with incendiaries, Tecnica has replaced its top line Dragon series with a blazing new collection

called Inferno. The 98mm gate chaser is built on an allnew last with revamped stance angles that meet FIS regs. A unique, tempered carbon-steel frame Power Chassis is integrated into the sole from toe-to-heel to provide torsional rigidity and a rock-solid link with the binding. The Power Chassis can be removed to throttle down its power for skiing in variable conditions. Despite its race orientation, the boot’s co-molded instep allows the foot to easily slide in and out. Two women’s models, as well as a 95mm plug shell World Cup race model—the Inferno R 150—are also available.

DALEBOOT Re-fueled, re-tooled, and re-energized after acquisition by former U.S. freestyle skier Rob Graham, Daleboot returns to the SIA show for the first time in many years. Gone is loveable founder Mel Dalebout who single-handedly kept ski boot manufacturing alive in the U.S. (the boot is still made in the now-modernized original Salt Lake City factory). It is a highly customizable brand targeted exclusively to technical boot fitting shops and committed skiers. The shell is fully customizable to match individual skier specs from the top of the calf through the toe box. There is also a choice of three different width last intuition customizable liners and cantable, replaceable soles and an AT sole option.

HEAD The Project (no relation to “The Situation” from MTV’s The Jersey Shore) is Head’s new freeskiing line with strong power transmission and edge control characteristics. With a flex range of 70 to 115 and a forefoot last range of 98 to 103mm, the Project accommodates a wide range of per formance levels and foot shapes. Precision-wrapping Spineflex buckles, introduced last year, have been added to select highend Raptor and Vector models. Spineflex buckles have an articulating backbone to optimize foot stability while eliminating point loading on the shell. —BY STEVE COHEN

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COVER STORY

The Snowsports Product Cycle: How We Promote It THE CHANGING ROLE OF MEDIA AND EVENTS BY EUGENE BUCHANAN

At the end of the line – after manufacturers, reps and retailers – comes the consumer, the person ultimately responsible for buying those goggles and snowboards, taking that lesson, booking that room, and letting all of us here at the SIA Snow Show put food on the table.

alike. According to SIA’s 2009 Snow Sports Market Intelligence Report, last year more than 14.8 million Americans participated in a snow sport. Additionally, one in 14 Americans considers themselves a skier or rider.

But in this day and age of marketing mediums outnumbering snowflakes, are we doing as good of a job as we can reaching this über-important cog in the wheel?

There’s no shortage of print titles servicing the industry. Scan a ski retailer’s rack and you’ll find Ski, Skiing, Powder, FreeSkier, The Ski Journal, Ski Press, Backcountry, Off-Piste, and a slew of regional titles. At a snowboard shop you’ll find Snowboarder, Snowboard, Transworld Snowboarding, Future Snowboarding and others. And both categories boast too many websites and blogs to even begin to mention.

Any problems certainly don’t owe themselves to a dearth of platforms. Traditional outlets such as magazines, movies, television and events are now complemented by websites, blogs, podcasts and social components, each of which adds to the avalanche of information and imagery reaching endemic and non-endemic audiences

That’s a lot of people, and fortunately snowsports has a lot of ways to reach them.

PRINT

But the game is changing.

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“The dynamics of media has changed tremendously lately,” says Jeff Galbraith, publisher of The Ski Journal, a magazine modeled loosely on the editorial- and subscription-heavy format of Surfer’s Journal. “Traditional publishing has run its course. It’s not so much CPM-based newsstand circulation anymore, but more of a rifle rather than a shotgun approach; it’s less counting people and more delivering to people who count.” He says that print still carries importance – especially when it comes to consumers trusting its advertisers and athletes appeasing sponsors. So while times might be tight for endemic publications, with page counts and circulation dropping, there’s also no denying these titles’ reach. And no matter the title, one issue seems to resonate with consumers best: the annual Buyer’s Guides. “Ours is incredibly influential,” says Skiing magazine Editor Jake Bogoch. “We didn’t know it until we were alerted to it, but it definitely influences buying patterns.”

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Two years ago he says Skiing ran a test on twin tips, and named a certain ski the best. While the manufacturer admitted that the ski sat on retailers’ shelves beforehand, after the results went to print it reportedly sold out within a month. While this gave Bogoch and company renewed faith in their annual compilation, he admits there are ways to improve it. The biggest problem, he adds, is that categories, bestowed upon product by both manufacturers and magazines, are all over the map. The automobile industry has it dialed, he says, with easy-to-understand categories of sedans, mid-size, economy and other models. Not so snowsports.

EVENTS Events, especially those televised, are probably responsible for reaching more consumers than any other medium. The grand daddy of them all is the Olympics. According to a poll by Gallup and the Leisure Trends Group, more than 60 percent of Americans, or 190 million people, watched the 2006 Winter Games. While this figure includes 90 percent of current snowsports participants, only 8 percent of the total audience skis or rides.

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Photos Credit: Subaru Freeskiing Tour/MSI

To combat this, Skiing is planning fewer categories next year and re-inventing the testing parameters. “Rather than pigeonhole skis before we step on them, we’ll ski them first and then determine what they’re good for,” says Bogoch.

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COVER STORY FILM While it’s a hard way to make a living, film companies are also an increasingly important component in spreading the snowsports message. Warren Miller Entertainment is the biggest engine in the industry, debuting its 60th film, Dynasty, this year to sold-out audiences throughout the country and pushing the sport’s message through broadcast and broadband channels, while other producers – like Josh Berman from Level 1 (Refresh); Jon Klaczkiewicz (Swift, Silent, Deep); and Matchstick Productions – continue to draw sizeable viewership as well.

THE SIX-STOP SUBARU FREESKIING WORLD TOUR IS THE SNOWSPORTS’ INDUSTRY’S LONGEST-RUNNING COMPETITIVE BIG MOUNTAIN FREESKIING TOUR, WITH OVER $100,000 IN PRIZE MONEY. TO FIND OUT HOW IT WORKS WE WENT TO MOUNTAIN SPORTS INTERNATIONAL SPOKESPERSON KEITH CARLSEN. Snowpress Show Daily: What’s the tour’s total reach? Photo Credit: Subaru Freeskiing Tour/MSI

MSI: The Subaru Freeskiing World Tour reaches over 90,000 consumers per season on-location through interactive demos, spectator impressions and event-specific interaction. Our website (www.freeskiingworldtour.com) has a year-round audience, with over 600,000 media views annually, as well as 40,000 live show viewers.

SP: How about television and print? MSI: Television programming of our events is distributed to 25 million households via The Ski Channel and RSN. The Ski Channel features 25 hours of programming and RSN features 10 hours of programming. The tour also receives extensive endemic and nonendemic print and online media coverage.

SP: What impact do you think all this has on consumers in the industry? MSI: We feel the tour has a tremendous impact on consumers. Product development, clothing and equipment design, and skiing lifestyle have excelled due to the influence of big mountain skiing. Consumers benefit tremendously from the products that end up on the shelves, and the tour is a necessary part of this process.

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What this means: Snowsports’ message is reaching nearly 175 million additional potential consumers, representing an opportunity to target not only participants, but never-evers. The study also found that more that 8.3 million viewers who are not current participants indicated that they were “very interested” in trying a snowsport after watching the Games, while 22.5 million said they were “interested.” Even if the industry converted only 10 percent of those “very interested,” participation numbers would increase by 5 percent. And analysts say that if those 10 percent simply bought a parka, it would pump $100 million into the industry.

Perhaps the biggest of the small is Jackson, Wyo.’s Teton Gravity Research, which has produced 18 feature-length films, as well as television series for Showtime, NBC, Fox Sports and Fuel TV. As well as becoming a leading online destination, drawing more than 300,000 unique visitors and 5 million page views a month, it’s also branching into digital distribution. It launched podcasts on iTunes three years ago, letting subscribers download weekly high-resolution video webisodes, and quickly saw its subscriber list grow to over 70,000. “As a youthfully driven multi-media company, we’re very aware that we have to embrace new forms of media,” says TGR co-founder Todd Jones. “We’re constantly on the lookout for creative new ways to distribute our message. Digital formats offer instant, easy and inexpensive options for everyone.”

TELEVISION The buzz in snowsports television is the debut of Steve Bellamy’s The Ski Channel, now in 40 million homes. With the launch, Bellamy is employing the same formula he used when founding The Tennis Channel, and is expecting it to have the same impact. Before The Tennis Channel’s launch, participation had plunged from 40 million to 11.5 million. “Once we came out, tennis saw four years of positive growth and increased dollar volume at all price points,” he says. “It activated enthusiasts, and they activated others. This will do the same for skiing. It will create a lot of excitement and sales for our sport.”

Taking it to the slopes. The wintersports product cycle celebrates its end result.

Second on the list of events with far-reaching appeal is the X Games. A record number of fans consumed content from last year’s Games on a variety of platforms. On the TV side, it was ESPN’s highest-rated and most-viewed Winter X Games in history. Eight telecasts averaged 942,000 homes, up 9 percent from 2008, with three telecasts delivering over a 1.0 rating. Sunday night’s 1.3 rating and 1,242,210 homes makes it the most-viewed telecast ever. ABC’s Saturday telecast averaged a 1.2 rating and 1,376,481 households. All this, say executives, is good for the sport. “We don’t track it all the way to the consumer, but all that coverage has to have a positive effect on the industry,” says X Games Director of Sports and Competition Tim Reed. “It’s a great platform to support the industry.”

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While he admits that the industry is fragmented when it comes to everything from resorts to events, tours and media representation, he says this should go a long way toward unifying it. “Everyone has their own agenda, which puts us at a disadvantage,” he says. When it comes to films in the snowsports industry, while he’ll be able to give some of them broader reach, he also feels the model is changing. “Our industry has way more film property than other sports which get more notoriety,” he says. “But a successful film has to have a story. Ski porn isn’t a sustainable model. Still, some people like Rage, Level 1 and Transitions, are doing a great job at telling the story. If done correctly, a movie can be a timeless asset.”

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RETAIL / TOP NEWS

Retailer of the Year Spotlight Selected by suppliers and reps in the snowsports industry, SIA’s annual SnowSports Retailer of the Year awards honor eight retail shops in seven regions across the U.S. (Mid-Atlantic, Mountain, New England, North Central, Pacific, South Central and Southeast). The winning shops are chosen for their contribution to the growth of skiing, promotional and marketing techniques, and overall success in snowsports. Our Retail Spotlight takes a closer look at what makes some of the 2008/09 ‘Retailer of the Year’ winning shops tick.

OUTPOST SUNSPORT, FORT COLLINS, CO On the infrastructure front, it offers an extensive repair facility with a top-of-the-line Wintersteiger tuner, and has made custom boot-fitting a cornerstone of its operations. It also recognizes the importance of events, recently hosting the new Warren Miller movie for the 29th year running, a gala that drew more than 4,500 people, all of whom received coupons to redeem at the store. It involves its customers other ways as well, this year hosting its 19th annual VIP Consumer Demo at Copper Mountain. “This year we’re taking up to 85 of our best customers up to Copper to test skis, while providing the bus ride, lunch and an apres party,” says Morgan.

Hot Snowboard News Riders for Hire The pro snowboarder’s free agent market was hot this year, with several big name riders inking to new teams. Andreas Wiig signed with Forum, joining a star-studded cast that includes Peter Line, Eddie Wall and Pat Moore.

The Outpost Sunsport in Fort Collins, Colo., went through several carnations before finding its current niche as an award-winning retailer in the ski and snowboard industry. It started as a backpacking and mountaineering store in 1972, chased the paddling and windsurfing markets while they boomed, and has since found its calling in snowsports.

Admitting that he’s being more careful of inventory levels this year, he adds that product is moving, especially the new crop of larger, rockered skis. “We’ve had several customers come in and buy more than one pair already,” he says. “They want the best of everything.”

“There is no better fit,” said Director of Team

He’s also found a way to service them in the summer, when he swaps out his inventory for patio furniture, which brings in about 30 percent of the store’s annual sales. “We’ve found that to work pretty well in the summer, and we often sell to the same customers,” he says. “But skiing is where our heart is.” — EUGENE BUCHANAN

teaming up with fellow rider and company

Throughout all this re-invention, one constant has emerged: customer service. “We put a huge emphasis on it,” says owner Randy Morgan, whose 12,000-square-foot Front Range outlet employs 15 people, all avid skiers and riders. “We’ve invested a lot in our infrastructure, but we place the highest importance on taking care of our customers.”

Marketing Bryan Knox. “Forum is a cutting-edge freestyle brand and that is exactly who Andreas is, always taking it to a new level.” Jonaven Moore joined the Jones Boards squad, founder/owner Jeremy Jones. This winter Moore is focusing almost all of his time on snow for the filming of Teton Gravity Research film “Deeper,” a film about backcountry snowboarding. “Jonaven is not only one of my favorite people to go into the mountains with, but also a rider that pushes my riding. He’s an obvious match for Jones,” said Jeremy Jones.

Lib-Tech farming more softgoods The bros that brought the world banana technology have gone soft… in a good way. New for 2011, Lib-Tech is offering five pieces of fully functional and completely “ecoMotional” luggage. From the “Antiguan Cat Smuggler” wheeled duffel, to the Chipala riding pack, to the Banana Boat wheeled snowboard travel bag, all feature non-PVC backed, dioxin-free fabrics.

And Ride Snowboards signed 17-year-old Québecois phenom Sebastien Toutant, making him the newest member of Ride’s international snowboard team. Toutant’s home base is in Montreal. “It wasn’t only Seb’s big air and slopestyle skills that

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fun he is having,” said Matt Sickels, Ride’s team manager. — MIKE HORN

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THE DATA • Industry Database • Industry Statistics & Reports • Consumer Research • Snow Sports Facts & Figures

THE RESOURCES • Industry Newsletter • Industry Planner | Calendar • Email Blast Services • Consumer Events • Government Affairs

• Workshops & Seminars • Award Programs • Media Events • Business Service Discounts • Press Releases


Q&A

4 for the Future THE SNOWPRESS SNOW SHOW DAILY 2010 Q&A’S/DENVER

DAY 4: SIA RESEARCH DIRECTOR KELLY DAVIS SIA Research Director Kelly Davis knows the real numbers involved with snowsports the way the rest of us know waist widths, sidecuts and snowfall totals. Her strong background in quantitative research and mathematical patterns and probability, combined with a lifelong passion for skiing – and recently riding – provide her with a deeply holistic understanding of the business realities of, and opportunities in, the snowsports industry. Whether it’s market research, internet trends, or just the state of the economy, we asked Kelly just what kind of story the numbers are telling right now.

SnowPress: For our industry right now, as it reacts to a rapidly changing economy, why is SIA’s research even more relevant? Kelly Davis: In a volatile and very competitive marketplace it’s important to understand your position in the market, trends in the market, and your target audience. We can tell you how products are performing in the market throughout the season and see trends developing both with various products and product categories as well as with consumers. Examples include Fat Skis, Reverse camber boards, and the way consumers get information about what they want to buy. SIA Research can provide the information and the expertise that allows our members to do that. SP: What do you think has been the most compelling change in the snowsports market (and what further changes might that create)? KD: The Internet has had an enormous impact on the snow sports market. About 80% of snow sports consumers say that they use it as their PRIMARY information source. The Internet sales channel which is populated by sales online at both clicks only and click and mortar retail establishments is growing at a rate of more than 15% a year. Media is now providing content online as circulation of hard copy dwindles. Some producers are looking at direct online sales of their products. The Internet has changed just about everything and it’s not finished with us. Social networking sites have put brand image in the hands of consumers and bring communities together based on common interests. Handheld smartphones mean consumers can easily shop for the

lowest price anytime and anywhere and they can make bold public statements about brands, products, places, and people that are heard by entire communities. It really is a revolution. SP: Where do you think manufacturers, retailers and reps should look for opportunities and bright spots? KD : There is a lot of talk about Baby Boomers leaving the market and it’s true, they are – at a rate of about 150,000 each year. However, Gen Y and Gen Z (I guess we don’t have a cute name for them yet) are just enormous and they’re looking for healthy activities. Additionally, about five million Americans identify themselves as skiers or riders but didn’t make it to the slopes last season – mostly they say, because they didn’t have the time. More than 19 million Americans identify themselves as snow sports participants, that’s about 1 in every 15 people in this country. Other opportunities: America has become dress casual and that means they are wearing snow sports apparel on an everyday basis, not just to head to the slopes. Seriously, go into any Starbucks in this country and take a look at what people are wearing, you’ll see a few snow sports brands, I guarantee it. Innovations in snow sports equipment are making it much easier, safer, and more comfortable to participate. It’s much easier to retain customers who had a fun day on the slopes regardless of their level of ability and equipment has made it easier to have a good time on the slopes from day one. Programs like Winter Trails and Winter Feels Good do a good job of introducing new participants to the wonders of snow sports too.

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Most snow sports participants don’t replace their equipment often enough. The average time in use for skis and boards is 10 years –way too long. As an industry we can get the word out about how much of a difference fresh equipment can make and how innovations in equipment can vastly improve your experience on the slopes. SP: And, in this economy, what really drives sales and participation in snowsports? KD: That’s an easy one – snow. Mathematically, good snow (average or above average annual snowfall) explains about ¾ of the variances we have seen in sales and participation over the past 30 years. Poor economic conditions had little impact on the snow sports market until last year when the average snow sports participant lost 35% of their overall wealth. Now that the market has stabilized, we can expect snow to be the super-dominant variable in sales and in participation. — PETER KRAY

OFFICIAL INDUSTRY SUPPORTER


INNOVATION AWARDS

SEXY: It Sells

You can’t separate sex appeal and snow sports. The industry has evolved around the worship of the body, the joy of youth and cash to burn. In that vein, the sexiest products on the show floor combine fashion and performance, drawing us in with eye candy allure and then wowing us with functionality. Stare at them. Covet them. Use them. And here they are, the SnowPress Show Daily innovation awards for the sexiest products on the show floor.

ISAORA INSULATED TECH JACKET

THULE BOXTER CARGO CARRIER

The sleek two-tone Boxter’s wind-splitting aerodynamic design is complimented by a high-gloss automotive finish. While the piercing lines are sexy, it’s the fact that the Boxter is made to complement the world’s most exotic cars that makes it so compelling: the box is at home on everything from Ferraris to, yes, Porsche Boxters. But you’re most likely to see it on the next generation of high-performance sport wagons from marques like Audi and BMW, where the 18 cubic feet of storage swallows up gear that doesn’t fit in those cars’ cargo space. — TOM WINTER

PAM GETS KREATIVE

HELLY HANSEN EMBLA BOOTS Named for the Nordic goddess Embla, Helly Hansen’s new women’s après-ski boot boasts a clean Scandinavian design. Crafted with premium full grain and waterproof leather plus HH’s trademarked Helly Wear outsole rubber, the boot’s sexy, pretty look keeps women warm and dry… We’d expect nothing less from a goddess! — LORI KNOWLES

SKI LOGIK

G r r r r r r r r l i k e a t i g e r. N i d e c k e r ’s n e w Pamela Anderson-themed snowboard is the softest one of four boards in its new freestyle-oriented ND Kreative line. Combining “Pamrock” camber with a new shape and poplar/beech wood core for durability and Viagra-like pop, the Swiss-made board comes in sizes from 147 – 162 cms. The Baywatch star, whose two children snowboard and has tried it herself, gave a signed board last night to John Jackson, winner of Transworld Snowboarding’s Rider Poll Awards at the Fillmore Auditorium. “It’s not just a gimmick,” says Nidecker Director of Sales Chad Perrin, adding that a portion of sales benefits PETA. “It’s actually a great allaround board.” — EUGENE BUCHANAN

Dave Mazzarella honed his ski-making acumen with more than a decade of designing. His work elevated companies like ScottyBob. Now, he’s on his own and his closet-sized Ski Logik booth is likely one of the busiest per square-inch at the Snow Show. It is unquestionably the prettiest. With stunning topsheets designed by an Italian artist, Mazz handcrafts each ski at a Chinese factory he built from scratch. He even moved his family to China and designed one-of-a-kind machines to craft his wall-worthy skis. With powder shredding rocker and all-mountain designs, Mazz’s first-ever line of seven skis is building an aria-like buzz. — JASON BLEVINS

While the name may not be particularly sexy, everything else about this stylish piece that combines streetsmart fashion with hi-tech fabric is. For example, the women’s Insulated Tech Jacket melds a Japanese cotton outer with Primaloft one insulation. Now that sounds techy wonky, but the feel of the piece is pure swank. That’s the way of the whole collection at Isaora, where an aesthetic of grown-up snowboarding fashion made for some of the sexiest apparel on the show floor. —DOUG SCHNITZSPAHN

Kate Wingard’s sleek line of goggles wed high-bred Italian optics with sex and shimmer. Swarovski crystals adorn the goggles’ waterproof straps, some of which are crafted with silky smooth satin. Models include The Tuxedo, The Skull and Bones (shown), The Hippy Chick, and The English Garden. — LK

From the Editors of SnowPress

CHURCH AND STATE OPTICS

SKI THE BEST OF COLORADO

SNOWPRESS DAY 4 skipressworld.com/snowpress 25


show offs

Baby’s Got Boots! When it comes to footwear, nothing beats hitting the show with the right foot first. As the saying goes, “these boots were made for walking.”

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Official Industry Supporter  


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TOP NEWS LAFUMA BUY PUTS MUSCLE BEHIND EIDER & KILLY When the Lafuma Group purchased Eider and Killy last year, it put some muchneeded infrastructure behind two of snow sport’s most well-known apparel lines. Based just up the road in Lafayette, Colorado, and with Millet, Oxbow and Le Chameau already in the stable, Lafuma immediately strengthened Eider and Killy’s customer service, warehousing and sales and marketing. It also provides a bigger platform for a larger rep force, and the channels to open more retail stores. “The big change for the retailer will be the benefit from the operations we have in place for the other brands in the group,” says Lafuma Group America General Manager Guillaume Linossier. “We have a very strong organization in place, and it has improved a lot of the services for Eider and Killy, particularly in regards to things like earlier delivers and better customer service.” Linossier says the two brands were a strong fit for Lafuma as they complement rather than compete with the group’s other brands. Killy and Eider are the only two brands in the group that Lafuma is showing at SIA, with Killy continuing to target its high-end ski heritage, and Eider looking to fit more of the core ski mountaineering and outdoor lifestyle. “The opportunities for us are service, and being close to our customers,” says Linossier. “I think some of our competitors might be overdistributed, and we can see filling a unique niche for retailers.” — PETER KRAY

RENTALS THAT ROCK-ER Retailers and manufacturers learned about innovations in the rental world at the Rentals That Rock-er seminar hosted by Ski Area Management in booth #2974. On the panel discussing recent improvements, from easy-to-ski reverse camber to easy-to-fit boot options, were Salomon Alpine Product Manger Mike Aicher, Burton Global Resort Director Jeff Boliba and Rossignol Alpine Division Manager Kurt Hoefler and Snowboard Sales Manager Eric Hutchison. We’re in the business of farming new skiers and riders,” Hutchison told the crowd. “So the experience has to be good from the beginning.” Rossignol’s AmpTech Auto Turn technology helps accomplish this, as does Salomon’s new Focus rental system, a boot/ski package. Hoefler also touted the company’s new Flash IRS boot system, which reduces the number of employees retailers need on staff thanks to a model that offers 12 boot sizes with only four shell lengths. “We came up for the seminar’s idea when putting together our rental buyer’s guide,” says SAM’s Rick Kahl. “There have been so many innovations in the category recently that we thought it would be worth discussing in a forum setting.” — EUGENE BUCHANAN

FIGHTING THE GOOD FIGHT

As the crowd of weary buyers gathered around the K2 Snowboards booth Saturday afternoon, good news arrived. There were now two spots on K2’s private jet leaving Denver in half an hour, bound for Aspen and the sweetest suite-perched spot at the X Games. Stacy, Russ and Carolyn missed their chance as K2 Snowboard’s marketing chief Steve Metcalf drew names of those not present. Then came Justin Affayroux, whose family-owned Les Moise has been the leading sports goods supplier for Milwaukee since 1946. How could the news get any better? Two tickets later, Metcalf handed the names to Justin, shaking his head incredulously. “No way,” screamed Justin. “My wife!” Danielle in the corner exploded with a holler. Until last night, Justin and Danielle had never flown on a private jet. They’d never been to the X Games. Never visited Aspen. And last night, they had ringside seats in a private, catered suite at the base of Buttermilk’s Superpipe for snowboarding’s most riveting battle. — JASON BLEVINS

SHOW CALENDAR SUNDAY, JAN. 31, 2010

SAM’S LIZ EREN

Bettering Bone Marrow Transplants with Love Hope Strength Avalanche equipment companies aren’t the only exhibitors at SIA out to save lives. Love Hope Strength, a nonprofit rock-and-roll cancer foundation, is registering attendees to the national bone marrow database, allowing people to make a tangible difference in worldwide cancer care. Founded by Mike Peters of rock band The Alarm, the organization holds benefit concerts in high places – last year it hosted the Gin Blossoms atop Africa’s Mt. Kilimanjaro – and is now spreading its philanthropic efforts at the SIA show. Exhibit sponsors include Smith, Marmot, Leki and Point 6, and it’s giving away LHS clothing and gear made by leading brands for donations, as well as raffling off a special issue Love Hope Strength branded Epiphone Guitar. Attendees can swing by booth #216 and in minutes give a cheek swab, complete a registration form and be entered to the national registry all for free, a service that normally costs donors $75. Vendors are also encouraged to donate any leftover gear or apparel at the end of the show, with the organization bringing it to future concerts for donations to support its drives. “It’s a great program, and one that we’re excited to get out in front of show attendees,” says LHS Director Shannon Foley. “And next year we’ll be able to pair matchings with attendees we signed up here to see how snow sports really can make a difference.”

Tubbs Romp to Stomp Raises $1 Million for Breast Cancer As well as making great snowshoes for trudging in the backcountry, Tubbs is also making strides in helping to cure breast cancer. Yesterday, it announced that its Romp to Stomp Out Breast Cancer Snowshoe Series has raised more than $1 million since its inception in 2003. “We won’t have the final tally until the last event is done in March, but we’ve already hit an important milestone,” says series director, Wendy Miller. The series donates 100% of participant fundraising and event proceeds to the beneficiaries, with each event benefiting local organizations. So far the series has taken more than 16,000 people snowshoeing at six locations in the U.S. “It’s overwhelming to see what a powerful impact one group of snowshoers can make,” says Miller. — EB

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K2’S SUITE ASPEN CONTEST

6:45AM - 9:30AM • Room 208 • Christian Fellowship 8:00AM - 8:30AM • Room 401 • SIA • Industry Rep Health Insurance Presentation • Introduction of the newly announced SIA health insurance program administered by ZeroChaos. 9:00AM - noon • Booth 3478 • Kneissel North America is giving away a pair of its 2010/11 Rockstar skis (191 @ 145-108-130). Drop by with a business card. Drawing is at noon. 9:00AM - 6:00PM • Booth 2568 • Chance to Win $100 Off Your Tail Wags Helmet Covers Order at the Tail Wags Helmet Covers Booth • Drop your business card in the ballot box for a chance to win $100 off your Tail Wags Helmet Covers order. 9:00AM - 6:00PM • Booth 105 • Crash the Yard at 105 • A community space dedicated to merging the art, entertainment and image into one cultural zone that emanates the lifesstyle of the snow sports industry. Private meeting lounges are available and can be reserved onsite. 9:00AM - 6:00PM • Coat & Bag Check • Vintage Coat Contest by Outlyne Activewear • Drop off your vintage jacket or a cool photo of you in your vintage jacket at the Coat & Bag Check sponsored by Outlyne Activewear any morning at the show and at the end of the day Outlyne Activewear Swiss & U.S. team will pick a winner for a new outfit from Outlyne Activewear. 9:00AM - 6:00PM • Booth 2971 • White Elephant Bra Tree Gift Exchange at the Condit Booth • Bring an item or a swag to trade in, or give us your bra/undie for a chance to win some dope prizes! It’s that easy...nobody walks away empty-handed. 11:00AM - 2:00PM • Booth 1261 • Caricatures at the Dohm-Icebox, LLC Booth • Sit down with our catalog cartoonist and see yourself drawn participating in your favorite outdoor sport. 11:00AM - 12:00PM • Booth 3042 • Skis, Lies and Videotape at the Snowcraft Booth • Remember your first day on Skis? Snowcraft invites you to share your story on camera! Enter a Drawing, Win Prizes! 12:00PM - 11:00PM • 500 Sixteenth St • Denver Pavilions and Warren Miller Films • Warren Miller Screenings • Warren Miller films will play on our 20 ft screen. 12:00PM - 1:00PM • MBS Mountainboards Big Air Zone • MBS Mountainboards Big Air Show • MBS Mountainboards pro riders bring the mountains to the city performing freestyle tricks and rail slides. 12:00PM - 12:30PM • Room 401 • SIA • Industry Rep Health Insurance Presentation • Introduction of the newly announced SIA health insurance program administered by ZeroChaos. 2:00PM - 4:00PM • Booth 519 • Tattoo Artist at Sugapoint Booth • Tattoo artist and demo. 2:00PM - 3:00PM • MBS Mountainboards Big Air Zone • MBS Mountainboards Big Air Show • MBS Mountainboards pro riders bring the mountains to the city performing freestyle tricks and rail slides. 2:00PM - 3:00PM • Booth 3042 • Skis, Lies and Videotape at the Snowcraft Booth • Remember your first day on Skis? Snowcraft invites you to share your story on camera! Enter a Drawing, Win Prizes! 3:00PM - 3:30PM • Booth 1323 • Go Pro Camera Giveaway at the Go Pro Booth • Stop by for a chance to win the Go Pro HD wearable sports camera.

SKI THE BEST OF COLORADO


AQUA SEAM TECHNOLOGY

Traditional sewn seams weaken the water resistant qua soft shell, hard shell, leather and fleeces. The small pu SEAM TECHNOLOGY holesAQUA in critical areas like palms and thumbs allow win Traditional sewn seams weaken the water resistant qualities of water to penetrate. Aquaand seam ensures thatpuncture precipitatio soft shell, hard shell, leather fleeces. The small completely out, keeping the and hand dry and in the p holes in critical areas like palms thumbs allowwarm wind and water to penetrate. Aqua seam ensures that precipitation Aqua Seam Technology uses liquid coating to stays fill ever completely keeping machine. the hand dry and a warm in the process. created byout, a sewing With combination of Aq Aqua Seam Technology uses liquid coating to fill every hole and W/B fabric, your hand stays warmer and drye created by a sewing machine. With a combination of Aqua Seam without insertand needed. and W/B fabric, your any handtype staysof warmer dryer without any type of insert needed.

M3 Nordic AB

number 3633 SIA BoothBooth number 3633 SIA

M3 Nordic Inc.

M3 Nordic AB M3 Nordic Inc. P.O. Box 1462, Box Box 1053,1053, P.O. Box 1462, 271 00 Ystad, Sweden Deerfield BeachUSA FL 33443, USA 271 00 Ystad, Sweden Deerfield Beach FL 33443, Tel:Tel: +46-(0)411-606 15 Ph. 561-414-9204 +46-(0)411-606 15 Ph. 561-414-9204 info@mounttec.se info@mounttec.se gloveman1800@yahoo.com gloveman1800@yahoo.com

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B O O T H2 2 3 #4

BASE

1800-770-8750 - Johna@rocesusa.com - SIA Denver Show - Booth # 4174

THE BASE LAYER AT THE X GAMES

L AY E R

D E V O LV E

POLARMAX.COM


WHO YOU GONNA SEE? HERE’S THE EXHIBITORS LIST As of 01/22/10, subject to change.

686 .....................................................................3213 180s LLC........................................................... 1548 3point5.com.................................................. 3540 5 Hour Energy..................................................616 5150 Snowboards .........................................3915 540 Snowboards...........................................1502 AASI - American Association of Snowboard Instructors ..........................220 ABS Avalanche Rescue Devices.................1121 ACADEMY Snowboard Co. ..........................3315 Advanced Racking Systems.....................3735 Adventive IDEAS/ActiVHeat ......................2122 Adventure Eye Video Systems (AEVS) LLC ......................................................3533 AFRC-Outdoor Gear, Inc. ............................2655 Airblaster........................................................ 4012 Alpina Sports Corp......................................2779 Alp-n-Rock LLC ...............................................1361 American Express ...................................... 4556 Ammatac ........................................................3347 Anakie Outerwear ........................................2419 Analog Clothing ........................................... 2910 Anon Optics ....................................................3013 Apex Sports Group......................................4355 APO-USA............................................................1120 Arbor ..................................................................2116 Arc’teryx Equipment Inc ............................1337 Arctix................................................................2468 Armada............................................................4329 Aspen/Snowmass Retail Work Area and Lounge ................................268 Aspire Brands LLC ...................................... 4034 Athalon Sportgear, Inc................................4165 Atlas Snow-Shoe Co......................................4131 Atmosphere NW LLC ..................................... 707 Atomic Snowboarding ..............................4055 Atomic USA, Inc .............................................4155 Auclair Sports, Inc........................................2167 Backcountry Access, Inc. ..........................3379 Bailo USA ........................................................1060 Bakoda Design Logic Accessories..........2107 Banshee Bungee ...........................................1807 Base Camp .....................................................4032 Bataleon Snowboards...................................724 Bausch and Lomb.........................................3142 BEARPAW........................................................... 773 Bergans of Norway .......................................564 Bern Unlimited LLC .......................................2119 Best Lockers .....................................................215 Betty Rides......................................................2314 Billabong USA.................................................3619 BitchBoards ................................................... 1306 Black Diamond Equipment Ltd. ..............2928 Black Diamond Sportswear Inc .................742 Blizzard............................................................3778 Boeri USA Inc ................................................4337 Bogs Footwear................................................934 Bolle’...................................................................523 Bond Clothing Inc ......................................... 1015 Bonfire Snowboarding Company............2102 Bonnier Mountain Group ...........................3551 Booster Strap ................................................3667 Boulder Gear .................................................2655 brandbase, Inc ..............................................4307 Brandwise........................................................4132 Briareos Inc ...................................................3377 Bridgedale......................................................3365 Briko North America ..................................3676 Briko-Maplus ..................................................3561 Buff, Inc. .............................................................419 BULA ..................................................................1028 Burgess Custom ........................................... 1550 Burton Snowboards....................................2503 Burton Snowboards.....................................2512 Buzrun Snowboards ......................................515 C.H. Robinson Worldwide .......................... 1658 C3 Worldwide .................................................2919 Caframo Limited ......................................... 3640 Cairn .................................................................3532 CAM Commerce Solutions ........................3733 Canada Goose ...............................................2563 Canadian Consulate General .....................369 CandyGrind ......................................................610 CAPiTA Snowboarding ................................3219 Celerant Technology Corporation ..........3167 Celsius Snowboard Footwear Company....................................... 722 Celtek ..................................................................518 CenterStone Technologies, Inc...............2969 Cersal Action Sports Inc. ...........................1907 Chaos ................................................................1246

Charlton ..........................................................4522 Cilla ...................................................................3423 COAL Headwear.............................................2919 Cocona Inc .....................................................1058 ColdDist LLC.....................................................1216 COLDPRUF Base Layer ...............................3546 Colorado Ski Country USA......................... 1747 Colorado Ski Country USA Central Lounge & Food Court...................2132 Condit Exhibits ..............................................2971 Conform’able.................................................4572 Copper Mountain Retail Work Area.......3773 CoreUPT Skis ...................................................506 CoVelo Clothing Inc .....................................1067 Crash Pads ......................................................2421 crazeeHeads inc ............................................948 Crescent Moon Snowshoes......................4033 Crested Butte Lounge and Restaurant Seating ........................... 4655 Crossfire Safety Eyewear .........................3463 CTR (Chaos Thermal Regulation)............1246 Czarnowski Display Services...................4245 DAKINE .............................................................2720 Dalbello-Elan Sports LLC ...........................4177 Dale of Norway, Inc ....................................... 769 DaleBoot .........................................................3749 DC Shoes, Inc.................................................3202 Demon International ..................................2309 Denali ................................................................1770 Dermatone ......................................................3174 Descente North America, Inc ....................345 Dincus Apparel ...............................................422 Disciple Gloves and Accessories by Saranac .....................................................3528 Discrete Headwear......................................2967 DNA (Descente North America)................345 Dohm-Icebox LLC...........................................1261 DownUnders Footbeds ..............................4037 DPS SKIS..........................................................3269 Dragon Alliance..............................................1819 Drake .................................................................2107 Drop ....................................................................2411 DRYGUY LLC ...................................................3752 Dynafit ............................................................. 3374 Dynastar Skis ................................................3770 Eagle Products, Inc. ....................................1460 EasyLoungin ....................................................1021 Echo Design ....................................................1559 Eider ..................................................................1343 Eisbar USA.........................................................661 EK Ekcessories, Inc......................................3363 Elan Blanc........................................................1947 Electric ............................................................. 1016 Ellison Skis .....................................................3563 elope, Inc. ........................................................1359 EMSCO Group.................................................2463 Epic Pass.........................................................3356 Eps-Doublet ................................................... 4441 Erik Sports-WhiteWoods............................3576 Erin Snow.........................................................1073 ESTES Forwarding Worldwide...................4138 Eurosocks International............................2364 EVEREST AMERICA .......................................2864 Expand A Sign USA......................................3833 Eyewars Inc .....................................................3615 Fashion Lounge ..............................................1164 Fast Strap .......................................................3748 Fat-ypus Skis .................................................4240 FedEx Ship Center ........................................4516 Fera International Corp. .............................. 755 FEYEM s.p.a. ..................................................... 766 Fischer Skis US ............................................ 4568 Five Seasons ..................................................1736 Flaik .....................................................................219 Flow Snowboarding .....................................2921 Flux Binding ...................................................3622 Flying Tex.........................................................1237 FlyLow Gear ....................................................3169 FogShield Sport.............................................3142 Fortitude Skis................................................3570 Forum.................................................................1319 Foursquare.......................................................1319 Fox River Mills, Inc. ........................................ 573 Freewind Sports Co Ltd .............................2962 Fresh Powder Media LLC ...........................3034 Fuel ...................................................................2907 Full Tilt .............................................................3655 Gabel Sports Group (North America) Inc....................................3566 Garmont NA, Inc...........................................3365 GES Exposition Services ............................3164

Gibbon Slacklines ...........................................421 Giro Sport Design ........................................3228 Global Snow Hats.........................................4524 GoGo Sports Inc ........................................... 1466 GOODE Ski Technologies .......................... 3660 GoPro ................................................................1323 Gordini USA, Inc............................................ 3742 G-Performance ..............................................1775 Grabber Inc. ...................................................3243 Grandoe...........................................................3234 Granger’s ....................................................... 3568 Grenade Inc ...................................................3907 Halti USA ..........................................................1258 Hart Ski Corporation ................................. 4039 HEAD Snowboards........................................3155 Head Wintersports .......................................3155 Healthy Bacs ....................................................574 Heat Factory, Inc ......................................... 2844 Heelside ............................................................906 Hell is for Heroes ......................................... 1564 Helly Hansen (US) Inc..................................1755 HESTRA GLOVES, LLC ..................................2260 High Point Ventures....................................2867 High Sierra Sport Co...................................3537 High Society Freeride Company LLC ....3624 Highland Trading Company/ Sportube .........................................................3357 Holden ..............................................................3419 Horizon Agency, Inc Outdoor Sports Insurance .......................4555 Hot Chillys ......................................................3246 Hotfingers Gloves.........................................1777 Hotronic USA, Inc.........................................3355 H-PAK ...............................................................3378 Hyperbola........................................................1975 I FOUND............................................................ 2015 I.C.E. Inc .............................................................668 Ice Couture ....................................................2765 Icelandic Design............................................1032 Icelantic Skis ..................................................3371 Impact Canopies USA................................ 4035 Implus Footcare LLC .................................. 3568 Indo Board Balance Trainer ......................2719 InForm Sports LLC...................................... 4434 INNOVATIONS, NOW Grand Concourse Isaora ..............................1112 Itasca Footwear by C.O. Lynch Enterprises .........................................734 K2 Skis .............................................................3728 K2 Snowboarding .........................................4122 Kamik div of Genfoot America..................569 Karbon ................................................................ 175 Kastle GmbH ..................................................3775 KHL POLYURETHANE USA INC ....................363 Khombu............................................................1369 Killtec NA Inc. .................................................1749 Killy ....................................................................1343 Kiss My Face Corporation ......................... 3747 Kjus USA............................................................ 576 Klymit.................................................................642 KneeBinding, Inc. .........................................3565 Kneissl North America LLC ......................3478 Knitwits by Delux ..........................................1240 Koala Snow Sports, LLC............................ 4042 Kombi Ltd. ......................................................2849 Komperdell.....................................................3267 Kuhl Clothing..................................................2164 KUUsport Mfg. Ltd. ........................................4161 Kwik Tek, Inc. ................................................ 4344 L1 Outerwear .................................................. 1510 Lamar.................................................................906 Lange Ski Boots ...........................................3770 L-Bow Mittens................................................3645 Learn A Snow Sport (Consumer Initiatives) ......Grand Concourse Leisure Trends Group.................................2964 LEKI USA, Inc...................................................3571 Les Ettes Cosmetics.....................................3616 Level North America .................................. 3724 Liberty Skis ....................................................3855 Life-Link ..........................................................3365 Line Skis..........................................................3656 Liquid Boardwear .........................................4107 Little Hotties................................................. 3568 Loki ....................................................................1364 Lorpen North America Inc .........................1961 Love Hope Strength Foundation...............216 LTD Snowboards.............................................906 Lucky Bums Inc .............................................2771 M. Miller ............................................................. 762 Madshus............................................................4131

30 SNOWPRESS DAY 4 skipressworld.com/snowpress

Magic Potion.................................................4043 MANIC Snow.....................................................1815 Manzella Productions, Inc ........................2934 Mariner Business Solutions .....................2866 Marker Ltd ........................................................255 Marker Sport and Travel Bags .................4165 Marker USA ................................................... 4566 Marmot Mountain, LLC................................1243 MasterFit Enterprises ................................4374 MBS Mountainboards ....................................102 McDavid.............................................................1761 Mental ...............................................................1973 Mervin Manufacturing ...............................3607 Microfurr........................................................ 3360 Minus 33 Merino Wool Clothing.............. 1464 Mitchie’s Matchings ...................................... 373 Mitsubishi International Corporation .....224 Molehill Mt. Equipment, Inc......................2769 Moment Skis..................................................4333 Montana Sport North America Inc........3737 Monument Snowboards ............................2407 Moon Shadow ................................................1246 Morrow Snowboards ..................................3920 Mount Tec Gloves ........................................3633 Mountain Hardwear, Inc ..............................436 Mountain Menace ...........................................514 Mountain Uniforms .......................................559 NASTAR .............................................................3551 NSSRA - National Ski & Snowboard Retailers Association ................................3477 NSAA - National Ski Areas Association ................................................... 4442 NSP - National Ski Patrol ............................ 223 Nations Best Sports....................................4577 Nativ Boardriding Company ......................1314 Native Eyewear..............................................1238 NEFF...................................................................1507 Neve Designs..................................................1945 Never Summer Industries ..........................1515 New Wave Enviro Products ......................2869 Nidecker US Inc ..............................................1414 Nikita Clothing USA, Inc. ............................4221 Nils Inc ..............................................................1736 Ninthward Skis USA ................................... 4436 Nitro Snowboards ........................................ 1510 Nobis ................................................................2903 NoBoard .............................................................612 Nomis ...............................................................4307 Nordica USA....................................................4169 Northwave North America, Inc................2107 Nutcase Inc .....................................................3134 Oakley Inc........................................................1328 Olympia Sports Company, Inc.................3345 Omatic Snowboards .....................................2311 Omeez Apparel ............................................. 1468 Oneballjay ..................................................... 2908 O’Neill................................................................1523 Optic Nerve ....................................................3542 Optimal Furs, Inc. ..........................................1358 ORAGE ...............................................................1728 Outdoor Technology....................................1232 Outlyne Sports AG........................................1367 Outlyne Coat Check .........................Lobby A/F Parajumpers .................................................. 1564 Parle’ Your Style............................................1033 Patagonia Inc. ................................................1822 Pepper’s Performance Eyeware, Inc......2316 Pertex...............................................................4525 PG Exhibits ..................................................... 1650 Pinnacle Designs .........................................2766 PISTIL ................................................................1745 Planet Earth Clothing..................................4120 POC USA LLC ...................................................1023 point6 LLC ........................................................1551 POLARMAX - OPEDIX ...................................4223 POW Gloves ....................................................3207 Powderhorn ......................................................745 Precision Mountainwear/ Helix Snowboardwear.................................. 424 Press Room.................................... C Mezzanine PSIA - Professional Ski Instructors of America ................................220 Publik/Profile Apparel .............................. 3007 Pulse................................................................. 3160 Quiksilver Inc ................................................3702 R.E.D. ..................................................................2913 Ra Optics.........................................................3734 Rab ....................................................................3368 Racer USA.......................................................3545 Railyard Rails ................................................ 1506 Raw Revolution................................................512

Rawik................................................................2655 Real Earth Products LLC .......................... 3544 Recco Systems Ltd .......................................2819 Recon Instruments Inc .................................1110 Redfeather Snowshoes .............................3579 Regina Imports..............................................1569 Reichmann & Sohn GmbH.........................3342 Rental World ..................................................2974 reusch SnowSports.....................................2846 Ride Snowboards..........................................3915 RipperWrap ....................................................3223 Ripzone / Powder Room.............................4316 Roces USA, Inc ...............................................4174 Rocky Mountain Sunscreen .................... 3434 ROI—Recreation Outdoor Initiative.........4321 Rome Snowboard Design Syndicate ............................................719 Rossignol ........................................................3765 Rottefella ..........................................................3171 Roxa..................................................................3749 Roxy ..................................................................3702 Ruffolo Enterprises, Inc.............................3242 S4 Optics.........................................................3424 Sabre .................................................................3615 Salomon Snowboards ................................ 1802 Salomon USA................................................ 4047 Sans USA..........................................................1773 SCARPA North America, Inc. ......................3171 Schuessler/Jacob Ash Accessories.........750 Schure Sports U.S.A., Inc.............................. 175 Scott USA........................................................2837 Screamer .........................................................1355 Seirus Innovation ........................................2543 Serengeti Eyewear ........................................523 Sessions .............................................................2111 Shred Optics ...................................................1907 Shredalert ......................................................2307 SIA Information Booth.............Atrium Lobby SIA Registration ................................Lobby A/F Sick Stickz ..................................................... 3666 Sisco Sports USA ............................................513 Skadi Sports/Caamano................................659 Skboot .............................................................3663 SKEA, LTD ........................................................2469 Ski Kare ............................................................3361 Ski Logik...........................................................4134 SKI Magazine ..................................................3551 Ski Press World Inc........................................342 Ski Tops/Chaos/Moon Shadow/CTR....................................................1246 Skiing Magazine ............................................3551 Skijunk.com .................................................. 4443 SkiKaps ............................................................3358 SkiMetrix, Ltd ................................................3667 Skullcandy, Inc............................................... 1810 SlopeViews......................................................1010 Slytech Protection .......................................1907 SmartWool Corporation ............................2456 Smith Optics ..................................................2628 Smokin’ Snowboards....................................1012 Snapdry...........................................................3355 Sno Skins Inc ....................................................1161 Snow Angel ......................................................842 Snow Dragons...............................................2655 Snow Sports Consumer Initiatives...............................Grand Concourse Snowcraft Industries................................. 3042 Snowell North America ............................4044 Snowjam LLC ..................................................1502 SOLE..................................................................4357 Sound...............................................................4307 Spacecraft Inc ..............................................3407 Spark R&D.........................................................1816 Special Blend...................................................1319 Spice Snowboards........................................1502 Sport Obermeyer Ltd. ................................ 2473 Sportcaster Company, Inc........................ 3160 Sporthill, Inc .................................................. 2160 Sports Accessories America Inc ............2760 Sportube .........................................................3357 Spy Optic, Inc. ...............................................3707 Spyder Active Sports, Inc. ..........................1173 Starr Surf Skis LLC ......................................3423 Steamboat and Howelson Hill Restaurant Seating Area...................... 261 Stepchild Snowboards.............................. 3609 Stöckli Ski USA............................................. 3858 STOMP Design Unlimited Inc.....................2219 Storm Skis ..................................................... 3360 Strap Pad LLC ................................................3763 Sugapoint ..........................................................519

Sun Company Inc..........................................1762 Sun Valley Ski Tools Inc.............................3342 Sunbelt USA .................................................. 2540 Suncloud Polarized Optics .......................2628 Sunglass Management Design (SMDI Inc).........................................3722 Sunice ...............................................................1767 Superfeet Worldwide Inc. ........................ 2960 Surface Skis...................................................3557 Swany................................................................1777 Swivler Inc......................................................4522 Swix Sport USA, Inc......................................3174 Tabask...............................................................1558 Tail Wags Helmet Covers Inc. ..................2568 Technine..........................................................4307 Tecnica USA ...................................................3778 Terramar Sports Inc. .................................. 1350 The Best of the Southwest Restaurant Seating Area .......................... 4301 The Colorado Gems Retail Work Area ...........................................4521 The Faction Collective Ltd ....................... 4435 The North Face ...............................................328 The Original Muck Boot Company ..........1659 The Peapack Mitten Company ................2764 The Program....................................................1319 The Ski Channel.............................................. 267 The Slider Corporation ..............................3726 The Soze Group ............................................4572 The Yard .............................................................105 Therm-IC .........................................................4572 Thirty-Two Boots ......................................... 3208 Thorlo Inc .........................................................1561 Thule, Inc. .......................................................3933 Topper Crown International Inc. ..............849 Toyota Tsusho Corporation.......................1239 Transaction Resources Inc (TRI) ............3362 Transpack .......................................................2842 TransWorld Media ...........................................105 Trespass USA....................................................737 TREW....................................................................1119 Trikke Tech Inc. ..............................................4142 Tubbs Snowshoes .........................................4129 Turbine Boardwear .......................................1310 Turtle Fur Group .............................................1155 Tyrant Snowboards......................................3107 U4E.......................................................................315 UFO Plast.......................................................... 1774 Ugg Australia .................................................1252 Under Armour Performance ..................... 728 Union Binding ............................................... 3016 Unity Snowboard Manufacturing LLC .....................................................................2916 Universal Sports Network .....................Lobby Uvex...................................................................3174 Vail Resorts Inc.............................................3356 Vans ...................................................................3612 Venture Snowboards................................... 1916 Vew-Do Balance Boards ..............................1315 VIST North America .................................... 1965 Volcom................................................................710 Volk Performance Wear ............................4557 Volkl ..................................................................4557 VonZipper ........................................................3716 VR2 Distribution Inc.....................................1733 Warren Miller Entertainment ...................3551 Web Lounge ........................................Lobby A/F White Sierra .....................................................555 Wigwam Mills, Inc......................................... 2767 Winter Feels Good (Consumer Initiatives) Grand Concourse Winter Olympics & Snow Sports: Past to Present Grand Concourse Winter Park Restaurant Seating .............1302 Winter Park/Ruby Hill ....................................105 Winter Trails (Consumer Initiatives) Grand ConcourseWintersteiger Inc.......2534 With a Twist...................................................... 748 World United Industries Limited ..............1921 Wrong Gear Inc ................................................510 Yaktrax............................................................ 3568 Yellowman/YMX.............................................. 824 YRC (Roadway/Yellow) ................................4137 ZAG Skis ..........................................................4359 Zeal Optics .....................................................3224 Zero/The Fairfield Line .............................. 1348 Zimtstern North America .......................... 1019 Zinka.................................................................2423 Zipfy Inc. .........................................................3344 ZipperBack Gloves .......................................3751 Zuma Snowboards .......................................1502

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