The SIA.04 SnowSports Show wrapped up Thursday,
January 29, at Mandalay Bay Convention Center in Las Vegas, and the phrase unanimously echoed
throughout the hall was, “the best show in years”. Celebrating its 50th anniversary this season,
SnowSports Industries America (SIA) welcomed 15,559 attendees to the 33rd annual SnowSports
Show, a 1.3% increase over last year.
Comments from exhibitors, retailers and reps regarding increased foot traffic rang true as SIA
reports a 3.7% increase in buyer attendance from last year with 4,801 buyers and a 6.3% increase in
buyers per shop with a 2.86 average. These buyers represent 16,024 storefronts worldwide, a
29.3% increase, underscoring the fact that the SIA SnowSports Show is truly the national winter
sports show. Most important, the buying power index for this years show also indicated a 1.9%
increase with 88.23% of the retail buying power represented at SIA.04. The New England region
posted the largest BPI gain of 3.8%. Klaus Zimmerman, president of the Eastern Winter Sports
Reps Association, commented that “this years show had more dealers than ever from our region.
There was representation from many smaller shops as well that have not attended the SIA Show in
years.”
Many new companies joined the ranks of SIA this year with 73 new exhibitors at the Mandalay Bay
Convention Center. Dave Ellingson, director of sales for Cloudveil, reported that exhibiting at SIA
was important to expose their new fall 04 snow sports collection. “The show totally exceeded our
expectations and helped us expose our product to a brand new audience. This was the first SIA
Show for Cloudveil and we plan to return in 2005 with a larger presence.”
The Mandalay Bay Convention Center hosted the Show for the second year in a row which created
a sense of familiarity for attendees and helped ease the navigational process as well as add a new
dimension in booth development. 842 brands created highly elaborate booths in order to
professionally showcase their latest products and featured areas for fashion shows, product reviews
and entertainment. Snow sport companies continue to heavily invest in their brands and utilize the
SIA Show as an image and commercial cornerstone. Julie Vill, softgoods buyer for Fiorini Sports,
commented that “the show was extremely well organized this year and the signage was much
improved. Segmenting the floor plan also helped in locating booths and finding your way around
the show floor.”
A large volume of exhibitors were completely booked throughout the four-day show up until the
official close of the Show and extensively used the early morning and late evening buyer
appointment option. Tyson Hall, sales manager for Armada, said, “This is our second year at the
show and it exceeded our expectations ten-fold. Our booth was insane with appointments and we
were conducting meetings in the hallways just to keep up with the walk-in traffic.”
The overall vibe projected throughout the show was energy and excitement. There were a record
number 65 special events including: the 50th Anniversary celebration, alumni receptions, live concert
with Social Distortion, athlete appearances and autograph sessions, live TV broadcasts, giveaway
and design contests, live bands, free tattoos, press conferences, breakfast seminars, a Rail Jam and
more. “THE SHOW WAS INCREDIBLE,” Laurent Vrignaud, sales rep for Burton, stated
emphatically. “The attendance and enthusiasm were up and the combination of business and party
activities was perfect.”
SIA.05 will take place next year at the Mandalay Bay Convention Center from January 24-27.
Several prominent brands have already committed to exhibiting at SIA.05 for the first time in years
and current exhibitors are contracted to return with an expanded presence.
Next up, SIA will join Mountain Sports Media and TransWorld Snowboarding in hosting the first-ever
Snow Industry Summit at Copper Mountain, April 1-4, 2004. This event will feature work group
sessions, seminars, keynote speakers and more to help educate and inform the industry and move
forward in a collective, progressive direction.
