SnowSports Industries America (SIA) will move their annual trade show to Denver starting in January 2010. SIA has signed an agreement to hold the event in Denver for ten years. The four-day event is expected to attract 20,000 ski and snow sport retailers and manufacturers and will have an annual economic impact of $30 million.
SIA worked with the dates available at the Colorado Convention Center — the show dates remain within the same time frame in January since 2002. The future dates and locations of the show will be:
Jan 29-Feb 1, 2008 Mandalay Bay Convention Center in Las Vegas, NV
Jan 27-30, 2009 Mandalay Bay Convention Center in Las Vegas, NV
Jan 28-31, 2010 Colorado Convention Center in Denver, CO
Jan 25-28, 2011 Colorado Convention Center in Denver, CO
SIA stated that the show was “busting at the seams” at the Mandalay Bay Convention Center. SIA had been turning new companies away and denying established brands the opportunity to expand their presence at the trade show. SIA also wanted its members to be able to conduct meetings and events in one convenient location and have room to include other elements of the snow sports industry, like resorts, travel companies and PSIA.
Governor Ritter welcomed the SIA Trade Show to Colorado.
“Its no secret that Colorado is regarded around the world as the snow
sports capital of America, so it is a great natural fit for us to host
the premiere snow sports industry trade show,” he said. “This event
will bring great economic benefit to Denver, and it will also generate
tremendous interest in snow sports in general, boosting winter tourism
throughout Colorado.”
SIA listed several reasons for the change:
1) Snow – “We are finally able to put the snow back in snow sports. Snow sports such as Alpine skiing, snowboarding, Nordic skiing and snowshoeing are dynamic, active, fun sports. Our access to snow is now a mile higher than what it has been in the past.” SIA said in a prepared statement.
2) Mountain environment “Colorado is home to many of the industrys key influencers including ski/snowboard publications, manufacturers, retailers, athletes and world-renowned resorts,” the organization said.
3) Room to grow — Denver has built a brand new convention facility that will allow SIA to increase booth size for growing brands and new categories to the show.
4) Only show in town — SIA will be the only trade show in Denver during the show dates
5) Big fish, little pond — SIA SnowSports Trade Show will be one of the biggest trade shows in Denver
“This will be one of the largest conventions held in Denver every year and even better, it comes in January, traditionally the slowest month of the year,” said Convention Bureau President & CEO Richard Scharf. “The ten year agreement makes this the largest convention booking in Denvers history. With the growth that is expected in the show, SIA SnowSports Trade Show delegates will spend more money in Denver over the next decade than the original $350 million cost of expanding the Colorado Convention Center,” Scharf said.
Denver Mayor John Hickenlooper stated, “We expanded the Colorado Convention Center so we would have the capacity to attract large events like the SIA SnowSports Trade Show. The 20,000 people that come to this show every year will generate revenues that support local jobs, stimulate our economy, and reduce the tax burden on our local residents. And on the marketing front, 20,000 people will go back to their hometowns every year telling their friends and families about the cultural, recreational and economic vitality of Denver. All in all, this is a tremendous opportunity for Denver and Colorado.”
The Bureau has been working on booking this convention for four years, Scharf said. “The Colorado Convention Center was too small for this show before the expansion, but with the expansion opening in December 2004, and the new Hyatt Regency at Colorado Convention Center and the other new hotel development, Denver was able to put together a very attractive package for SIA,” Scharf said.
