The SnowSports Industries America (SIA) Trade Show Committee met last week to review initial plans for the next SIA SnowSports Show that will take place January 26-29, 2004, at the Mandalay Bay Convention Center in Las Vegas. It will be preceded again next year by the buying group show, Winter Sports Market, organized by Sports Specialists, Ltd (SSL) and Ski Merchandising Corporation (SMC).
“The SMC membership embraced the combined show format as evidenced by a record number of buyers attending,” stated Tom Gately, managing director of SMC. “It’s clear that by having our show immediately precede the SIA Show there is a real cost savings for retailers not having to travel to two national events.”
An entirely new branding campaign and graphic look was unveiled for the 2004 show that marks an historic milestone for SIA – the 50th Anniversary of the trade association. The campaign was developed by The Factory Design Labs, a Denver-based company. Several rep associations present at the meeting and the two buying groups indicated that they will use the graphic look to reinforce the overall industry “See it, Try it, Buy it” Buy/Sell cycle.
“The new branding of SIA, which will be incorporated into all marketing materials and visuals of the trade show, is really at a level equivalent of member companies. SIA has made a huge leap forward,” said Dave Schmidt, chairman of the trade show committee.
Also, the committee made a number of recommendations for the 50th Anniversary Celebration including a special Opening Night party featuring industry luminaries and athletes who have shaped the trade association’s history. Plans will be announced as they are finalized.
Members of the committee endorsed show dates for the next several years. These are: January 26-29, 2004; January 24-27, 2005; January 23-26, 2006; and January 22-25, 2007. The show will continue to be held in the Mandalay Bay Convention Center.
The committee reviewed research from the 2003 show that indicated the majority of attendees were satisfied with the length of the show and the hours. The 2004 Show again will run four days with official show hours from 9 a.m. to 6 p.m., Monday through Wednesday and from 9 a.m. to 3 p.m. on Thursday, the final day of the show. The show floor will be open for pre-arranged appointments from 8 a.m. to 9 a.m. and from 6 p.m. to 9 p.m., Monday through Wednesday. Early morning appointments also will be available on the final day of the show from 8 a.m. to 9 a.m.
The show will be followed by a series of on-snow demos and regional indoor shows that are organized by industry rep associations.
“We think the trade show “See it, Try it, Buy it” cycle is working well,” said Morgan Turner, president of the Western Winter Sports Reps Association. “We have shortened the duration of our shows from beginning to end, and we have reduced the number of shows necessary for our territory. Were very pleased with the progress we have made.”
