SIA to Move Up Snow Show Nearly Two Months

SnowSports Industries America (SIA) is pushing back SIA Snow Show dates nearly two months to the first Tuesday of December beginning in 2017 to better align with the industry’s buying season. The Show will continue to be held at the Colorado Convention Center in Denver, CO. 

The new dates will provide dozens of manufacturers and their reps a much needed respite by extending the pause between their two most important domestic trade shows of the year - SIA Snow Show and Outdoor Retailer Winter Market - from two to three weeks.

“This decision was made with great care and consideration of the evolving buy/sell cycle, and an eye on the future growth of the industry,” said Nick Sargent, SIA’s incoming president. “The Show’s purpose is to preview product in the best possible way for retailers to make educated and effective buying decisions when they place their orders at the appropriate time. We look forward to the benefits that this shift will provide to the snow sports community, including our retailers, reps, suppliers and the industry as a whole.”

SIA, the snow sports industry’s member-owned trade association, is currently planning on a three day format, with show hours spanning 8am to 8pm, from Tuesday through Thursday.

Bob Gundram, chair of SIA’s Board of Directors, and CEO of C3, explains that “this very important decision was made with extensive input from retailers, reps and suppliers, with the 2017 cycle being selected to offer all organizations involved enough time to adjust to the change.”

The shift will enable suppliers to be closer to their customers when buying decisions are being considered, according to Mike Adams, VP and Commercial Director of Amer Sports.

“It’s an imperative adjustment, especially in the softgoods and expanding hardgoods markets, and one that keeps the Show relevant to the evolving state of the business’ production, buying and consumer cycles,” said Adams.

The upcoming Snow Show and On-Snow Demo is scheduled for Jan. 28 to Feb. 2, 2016 with its Industry + Intelligence education day on Jan. 27. The Jan. 2017 Snow Show and On-Snow Demo timing will remain consistent, spanning Jan. 25 to 31. The new scheduling will set in with the Dec. 5 to 7 Snow Show dates in 2017.

Following the 2016 Snow Show, SIA will organize individual product category task forces, comprised of retailers, reps, rep groups, buying groups, and suppliers, to outline the most efficient and effective format for the Show’s preview process, On-Snow Demo and the regional order wrap-up events that follow. The resulting discussions and recommendations will guide the future format of the Show and SIA’s commitment to reinventing the event and ensuring a smooth buy/sell cycle.