SIA 2009 was a surprisingly lively show considering the widespread declines in many other trade and consumer shows in recent weeks. While Outdoor Retailer Winter Market reported a 5% decline in attendees, and ASR attendance was down significantly, SIA is estimating up to a 5% increase at the 2009 show.
The mood on the show floor was certainly cautious, but many vendors especially hardgoods vendors have already gone through significant down-sizing after spotty winter seasons in 2006 and 2007. Because of these weather-driven decisions, these brands were well prepared for the current economic down-turn.
SIA is reporting that the SnowSports Show 09 attracted an estimated 20,000 attendees including manufacturers, retailers, buyers and sales reps. More than 800 brands, including more than 80 new exhibitors covered 348,000 square feet of floor space at the Mandalay Bay Convention Center.
Many of the brands on the floor are well aware of what another round of poor snow could mean for the industry and evidence of wise frugality was apparent in every corner of the trade show. Many top tier brands eschewed the six-figure custom-designed booth and simply cobbled together their reps smaller regional show booths to make one large booth. Others stretched their old booth one more year to avoid new design expenses.
Volcom, long known for their show stunts and flagrant disregard for the status quo, did not hold back this year either. Every Volcom employee showed up at SIA dressed in overalls with a straw hat.
As usual, the party atmosphere on the snowboard side of the Mandalay Bay Convention Center was at full volume, but the growing twin-tip hardgoods and apparel companies also gave the ski side of the hall a much needed boost of excitement.
It was also clear that the Alpine brands that embraced the youth culture were gaining more momentum, while brands that throw all of their weight behind European-style race marketing were slowing down.
Though many of the core Alpine ski brands were down-sizing their booths, most of the backcountry ski brands were actually increasing their presence on the show floor.
One vendor pointed out that a lot of core, local skiers are not buying lift tickets this year, but they are still skiing just as much. With lighter, higher performance AT gear hitting the market every day, more people are looking at the backcountry as a cheaper alternative to $100 per day resort prices.
The continuing interest in backcountry ski adventures is creating strong sales demand for brands offering avalanche safety equipment. Black Diamonds The Bandit AvaLung Pack received a lot of attention and BCA introduced the Float 30 backpack, the companys first domestically available avalanche airbag pack.
Environmentally sustainable business practices are clearly making inroads in snow sports. More than 25 snow sports brands including Tubbs, Atomic, Scarpa, Karhu and Smith have launched major initiatives to include recycled materials and sustainable manufacturing methods in their product lines.
Scarpa, for example, introduced the first freeride and telemark ski boots constructed from bio-based renewable plastic. Pebax Rnew is made with 90% oil from the castor plant rather than oil from petroleum.
After 37 years in Las Vegas, the 2010 SIA SnowSports Show will be held at Denvers Colorado Convention Center. The $30 million, 10-year agreement is reportedly the largest convention booking in the convention centers history. The new location offers more than 200,000 square feet of exhibit space. The show reports 35 new companies have already signed on for the 2010 event.
