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Published by Active Interest Media
Sunday, february 3, 2013
Official Publication of the 2013 SIA Snow show
96 hours & counting
An action-packed show rolls into day 4—with On-Snow on tap
Inflated
Sales
Airbag packs blow
up in backcountry
accessories market
(p. 4)
Growth
Strategy
10 ideas for drawing
more enthusiasts
to the slopes
(p. 12)
Next-Gen
Performance
Kids’ skis and boots
get much-deserved
technical upgrades
(p. 22)
Heard in the Aisles
“Hmm, it smells like
Vancouver here.”
—Showgoer outside the
Hyatt, noticing a distinctive
scent in the air (p. 36)
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show news At the show
Contents
2
burton prez @ Breakfast
Dale of Norway’s
Henrik Lumholdt
with the Sochi Sweater
From Donna Carpenter’s OIWC talk: Women may be better leaders when dealing
with change in the workplace than their male counterparts. More in our recap.
6, 10
Party pics
The drinks were flowing, the beats were thumping, and our photogs were shooting.
12
how to grow snow sports
In today’s feature story, retailers, suppliers, resort managers, and others share
their best schemes for bringing more business to the slopes.
22
junior samples
Manufacturers showed a slew of new youth skis and boots at the Show.
23
fashion forward
A look at the colors and intricate details of next season’s luxe outerwear.
27
get ready to rip!
What’s in store at the On-Snow Demo and how to make the most of your time.
PLUS
4 News / 20 Awards / 21 Product Trends
28 Booth Index / 32 Editors’ Picks / 44 Gossip
DIGITAL VERSION: snewsnet.com or snowsports.org
Cover photos by SSD staff photographers; Harrison Buck (Red Rocks)
Publisher Andy Hawk
managing editor Cindy Hirschfeld
Art Director Jacqueline McCaffrey
Photographers Andrew Bydlon, Ben Fullerton, Bligh Gillies,
Alton Richardson, Crystal Sagan
Contributors Jill Adler, Eugene Buchanan, Ali Carr Troxell, Krista Crabtree,
Kelli Lynn Hargrove, Courtney Holden, Brian Litz, Jamie Magyar, Helen Olsson,
Doug Schnitzspahn, Mike Sudmeier
Advertising Sales Sharon Burson, Andy Hawk
Group Production Director Barb Van Sickle
Production Manager Hillary Kerrick
Photos by bligh gillies
Snow Show Preview is part of Active Interest Media’s Outdoor Group
Jonathan Dorn, SVP of Content and Product Development
Matthew Bates, Creative Director, Outdoor Group
Active Interest Media
2520 55th St, Suite 210, Boulder, CO 80301; 303.625.1600
Chairman & CeO Efrem Zimbalist III
Group Publisher & COO Andrew W. Clurman
Senior Vice President & CFO Brian J. Sellstrom
Senior Vice President, Operations Patricia B. Fox
Copyright 2013 by Snow Show Daily
Infographic
Spyder’s Russ Rowen
with the Silver Dip T
Going for the (Sales) Gold
Sochi spawns Olympic-themed soft goods
When U.S. athletes head to Sochi, Russia, next year for the 2014 Winter Games,
those of us at home can show our support from head to toe thanks to Olympic-themed apparel from several show exhibitors.
Making Olympic-themed sweaters for the Norwegian team since Cortina in 1956,
Dale of Norway continues the tradition with its Sochi Olympic collection, which
will be worn by the Norwegian team during the opening ceremony and on the medal
platform. As an official supplier to the International Olympic Committee, Dale has
the rights to use the five rings. “It’s highly anticipated and expected by our fans,” says
spokesman Drew Simmons. “People know to look for an Olympic connection through
Dale, and collect them as wearable works of art.”
After rolling out a Vancouver line in 2010, Spyder launches outerwear, sweaters, hats,
accessories, and race suits designed specifically for Sochi, complete with a mini catalog featuring the products and special U.S.A. hangtags. In all, its Olympic line comprises 14 consumer SKUs, with another apparel line for U.S. Alpine Ski Team athletes and coaches.
“The Winter Olympics provide the perfect opportunity for us to infuse the Olympic spirit
into our apparel,” says Spyder’s Jamie Starr. “The initiative lets us include general consumers in the same show of support for all American athletes who will be competing in Sochi.”
Obermeyer also rolls out a series of red, white, and blue Olympic-themed jackets, including the men’s Maverick, women’s Star, and boys’ Olympic, all with room for either the letters
“USA” or athletes’ last names. “We believe strongly in supporting our athletes as well as
our country,” says Obermeyer president Klaus Obermeyer, who also made turtlenecks and
padded sweaters for the U.S. Olympic Ski Team in the 1960s. “I’ve seen many Olympics,
and I love them. I still own several of our vintage Olympic pieces—perhaps it’s time to wear
them on the hill again.”
Turtle Fur has three Olympic-themed hats under the recently acquired Vermont Originals brand, each with variations on the stars and stripes theme. “We want to promote our
made-in-the-USA theme,” says company president Richard Sontag. “It’s just coincidence
that it’s an Olympic year, but our dealers are loving them. The patriotic theme is working
great because of Sochi. Sometimes you just get lucky.”
—Eugene Buchanan
SIAsnowshow.com SNOW SHOW Daily | Day 4
1
At the show Top NEws
Proud Crowd
Some of the winning U.S. reps after the SIA Retailer and Rep of the Year awards presentation. (From back L, clockwise): SIA President David Ingemie, Tobey Crane, Nick Vigos,
Mike Noonan of Marker Völkl, Tim Parker, John Kerkhof, Mike Carey of Seirus, Jeff
Darby, Greg Morrison, Ivar Dahl, and Clem Smith.
Snow Biz
Race Gear Supplier Goes Wholesale
Tactics for Tough Times
Burton’s Carpenter urges a return to basics
The three-decade evolution of Donna Carpenter’s hairstyles lit up the big screen.
The ’80s shot got the laughs. The slide reflected the theme of the Outdoor Industries Women’s Coalition annual Breakfast and Awards Presentation held yesterday morning: Leading
Through Change.
President and co-owner of Burton Snowboards, Carpenter delivered a rousing keynote speech that outlined her leadership tactics at Burton in the last year—a year in
which Carpenter said she earned a “Ph.D. in shit.” The economy was down, snow was
low, and her husband, Jake Burton Carpenter, was diagnosed with testicular cancer just
two months after having heart surgery. In that same time, she said, Burton had “drifted
away from our core values.”
Carpenter advised companies to go back to the basics, focusing not on profits and revenues but on what’s right for the sport in the long haul. “We gave our employees one goal—to
make Burton the favorite brand again,” she said. Cautioning against Wonder Woman syndrome, she advised, “You can’t do it all. To succeed, you need to ask for help, professionally
and personally.” She also touched on the importance of communication. “People want to be
in the loop, especially in times of change,” she said. “In the absence of an update, people fill
in the gaps—and they usually make shit up.”
In the past year, Burton has refocused and divested itself of other brands. Carpenter’s
takeaway message: “Stop looking for the next big thing, and focus on the opportunities
at hand.” She counseled audience members to care more about others’ success than their
own. “I make a point of formally and informally mentoring women,” she said. The profits
will follow. Carpenter argued the point that women may well deal with change better than
men. “Women bring unique traits: collaboration, empathy, and communication. They listen, share, and maybe even cry a little. Critical skills in times of uncertainty.”
“Across the board, [the speech] was inspiring,” said Amy Baldwin, a buyer for Paragon
Sports. “She’s always been an inspiration and role model. Family, husband, company, kids,
you name it, it’s clear she’s the glue.”
—Helen Olsson
2
SNOW SHOW Daily | Day 4 SIAsnowshow.com
Lend a Hand
SIA President David Ingemie (above) led the call to action at the fourth annual Youth Summit at SIA. Hosted by SOS Outreach, the Saturday morning event included the presentation
of the nonprofit’s Corporate Social Responsibility Award to VF Corporation’s Outdoor Action Sports Coalition for its financial support of SOS’ mission to get kids outside.
Photos by Ben fullerton
Donna Carpenter
got down to business
Saturday morning.
Ski Racing Development, based in Vail, Colo., since 2006, is transitioning its brand
from a direct-to-consumer catalog and e-commerce business to a wholesale supplier of
race product to specialty ski shops. In the last decade, SRD has designed its own inhouse branded race products, which soon became the company’s biggest sellers. SRD
bags, backpacks, and race suits will now be available at the retail level, and the company has begun to hire a sales force, including Marc Sheehan, owner of Snowflake
Sales Group, Rick Randall of Solobreak Sports, and Chip Camillo of Camillo and
Associates. SRD continues to seek reps.
What’s not changing: Each year the company sponsors the Squadra Race Team of
young athletes, most notably Mikaela Shiffrin. SRD, along with World Cup Race
Supply and Shred Optics, also awards an annual Fast Skier Junior Alpine Scholarship to a male and female junior racer. Athletes receive $1,000, plus gear. “As a small
company, we can’t sponsor the U.S. Ski Team, but we can offer support at the grassroots
level,” said SRD founder Barry Levinson. “The kids are really important to us.”
—Helen Olsson
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Inflating Market
As demand for snow safety grows, more and
more manufacturers offer avalanche airbags
Avalanche airbags can save lives; that has been documented and proven. Last
year’s high-profile tragedy at Stevens Pass, when pro skier Elyse Saugstad deployed a bag to
save her life while three other skiers perished, reinforced that fact with mainstream consumers. And pack and snow-safety brands across the industry have been quick to get the technology on the backs of customers, debuting more options than ever at the Show.
“The airbag closes the snow-safety loop,” says Christian Mason, director of sales and
marketing for Deuter and Ortovox. “Before, we have been focusing on education and recovery in our products. This is self-rescue.”
Ortovox’s new approach features a modular ABS system that can be moved to differentsize packs in the line, including the only women’s-specific airbag pack. German manufacturer ABS has licensed its double-bag system to numerous companies on the floor. Some, such
as Salomon and Head, offer packs with ABS compatibility via zippers that allow the airbags
(sold separately) to be attached to standard packs. Others, including Bergans of Norway,
The North Face, and Dakine, have the freedom to design packs complete with their brand’s
signature features and built-in ABS.
“We developed the system with our athletes,” says Keith Patterson, Bergans’ VP of
sales and marketing. “They designed the packs for their needs and because they wanted
this technology.”
Bruce Edgerly and
Steve Cristie of BCA
Instead of licensing, Mammut acquired Swiss brand Snowpulse two years ago, allowing it to have full say in the development of the company’s R.A.S. airbags, which can be
moved from pack to pack, as well as the brand-new Protection airbag system, which aids
in preventing trauma and keeping a victim properly positioned at the end of a slide. Jones
Snowboards was so impressed it licensed the Snowpulse system for its 30 L R.A.S. pack
(airbag sold separately).
“We see ourselves as a safety-oriented company, and now we can take our ideas and work
them through the development process,” says Dave Furman, hardgoods category manager at
Mammut, who noted that the company has more than 30 reports of consumers successfully
deploying its bags in slides.
And there will certainly be innovation from Backcountry Access, which was acquired
by K2 in December. The brand’s light, aggressively priced Float series has already been a hit
with skiers and riders interested in slipping out resort gates, and new capital will give BCA
a boost. “We have already gotten past the initial hurdles of weight and price,” says Bruce
Edgerly, BCA’s VP of sales and marketing. “Now we will be able to focus more on product
development, without the distraction of things we don’t do as well. The biggest challenge
will be keeping up with demand.”
—Doug Schnitzspahn
Fast Track to Turns
Guitar Heroes: Marker-Völkl’s director of promotions, Chris Adams, and High Fives Foundation founder Roy Tuscany display the
one-of-a-kind custom guitar that will be auctioned online from February 13-23. The proceeds will benefit High Fives, which raises
money and awareness for winter sports athletes who have suffered life-altering injuries.
4
Turning never-evers into competent skiers was the
topic at Friday’s Ski Area Management magazine rental
roundtable, “New Progression Gear: Fast Route to Parallel,”
moderated by SAM editor Rick Kahl.
In a packed Rental World/Backshop booth, panelists
Bill Irwin from Elan, Rossignol’s Tait Wardlaw, and
Head’s Andrew Couperthwait shed light on how the
latest crop of beginner and rental skis is ushering in a
new era of learning. “We’re getting great results from our
all-mountain rocker skis,” said Wardlaw, whose Rossignol
Experience Centers are now in 13 resorts. “The skis grow
with the skier, regardless of their ability level.”
Elan’s early-rise junior skis have seen similar success in
the company’s Discovery Program centers, which Irwin
said are designed to increase conversion and retention
rates. It’s also important, he added, for instructors to use
the same skis as their students. “We’ve found that the
most effective length for beginners is 130 centimeters,”
he said. “And that’s also the most popular pro form ski we
sell to instructors.”
Couperthwait noted that never-evers don’t want to feel
like they’re skiing on inferior product. They want to be on
what their instructor is on. So the ski has to work for both
student and teacher. Enter Head’s Link ski: With composite
radius and rocker, it helps bridge the gap between wedging
and paralleling. “We’re trying to give instructors a teaching
tool that they and their students can have fun on,” he says.
—Eugene Buchanan
Photos by (from top) crystal sagan; courtesy
How to hook first-time skiers
At the show images
So far, so good: Mary Kate Costello of
OSBE celebrates a successful first two days
(and free beer!) with Chris Katers and Aaron
Monroe of Steamboat Ski & Bike Kare.
▲ Beer was flying: Nashville’s Diarrhea
Planet plays a raucous set at Volcom.
▲ Uh-oh: Trade show + tequila = trouble.
▲ 40 winks: Hey, you
try flipping burgers at the
Convention Center. Friggin’
exhausting, people!
6
SNOW SHOW Daily | Day 4
SIAsnowshow.com
▼ Gold miner: 2013 X Games slopestyle king Nick Goepper
yukked it up in the Völkl-Marker booth with marketing manager
Sarah Lauridsen (L) and promotions manager Steelie Jenkins.
Photos by Snow Show daily staff photographers
▼ Benjamin Moore is looking for his
paint: Technine exhausted the entire
palette with this year’s lineup.
EST® offers ultimate board flex and feel plus ultimate adjustability and interchangeable
cushioning, in a package compatible exclusively with Burton boards featuring The Channel.
Re:Flex™ offers more board flex and feel than traditional disc bindings in a package that’s
universally compatible with all major mounting systems, including 4x4, 3D® and The Channel.
At the show images
▼Sharpie art: James Haunt
graffiti-riffs on bindings at Flux.
▲ Headliners: Transworld’s
Riders Poll Awards at the Fillmore
▲ Mix and match: Vince Sanders (middle) shows Never Summer’s
boards to Jeff Greer (L) and Adam Price (R) of Summit Ski and Sports.
Barnstorming:
The Surf Gravity
crew stages an
impromptu jam at
the Eider booth.
From left: Joey
Stokes rocks the
flute, Nick Devore
balances a beverage and his didgeridoo, and Reuben
Sadowsky expertly
manages the band’s
briefcase (while
rhyming).
▲ Slalom coach: Alex Golunov (R) cheers
Tim Burr at SkyTechSport’s ski simulator.
10
Photos by Snow Show daily staff photographers;
Harrison Buck (red rocks)
▲ Thrift shop star: Macklemore plays a sold-out Red Rocks.
P: Mike Crane
FEature
Increased Participation
Ten Ways to Grow Snow Sports
Retailers, suppliers, and resorts drive business to the slopes
How to power up participation in snow sports is the perennial million-dollar question. From national programs like Learn to Ski
and Snowboard Month and Burton’s Riglet parks, which introduce toddlers to snowboarding, to more targeted efforts like 5th grade ski-free
programs in states like Colorado and Vermont and SIA’s Winter Trails Day, ideas abound for increasing skier and rider numbers. The Snow
Show Daily looks at ten different tactics, ranging from an international program that highlights snowboarding to a thriving women’s ski group
started by a Pennsylvania retailer. Not everyone agrees on the best way to attract and retain more skiers and riders, but here’s to growing the
conversation around it, too, because we’re all in this together.
Discover Skiing:
An issue of timing?
When Brad Nelson, owner of the Hi Tempo Ski
Shop in White Bear Lake, Minnesota, implemented the store’s weekly Discover Skiing program several years ago, he thought he had a surefire draw.
Staffers explain everything from what a lift ticket
looks like to how to put on ski equipment, and
participants can buy a beginner lift ticket/lesson/
rental package for just $10 (or $25 a family) at
nearby Wild Mountain.
About 100-125 people participate annually,
says Nelson,but he’d like to see the program grow
more and, especially, for it to have a better conversion rate. People’s busy lifestyles are the culprit, he believes.
Nelson, also chairman of the National Ski and
Snowboard Retailers Association, offers a solution: rethinking lift ticket parameters. “We’re selling the product [skiing] in the wrong quantities.
For most people, life revolves around going to do
something for a short burst of time. If resorts sold
chunks of time [i.e., an appropriately priced lift
ticket good for a couple of hours], we’d get people
using them more often.”
—Cindy Hirschfeld
12
2.
—Nick Castagnoli, Rossignol
Rossignol Experience: Retooling rental
When Rossignol launched its line of Experience rental and retail skis in 2011-12, the company saw an untapped
opportunity.”Nobody had taken the bull by the horns and really started communicating the benefits of the new
technology,” says Rossi PR spokesman Nick Castagnoli. “We assume that the thing deterring people from skiing or
riding is lack of snow, or cost, or inaccessibility, or more activities vying for everyone’s attention. But the numberone reason is the perception that it’s so challenging to get better [according to SIA research]. We’re taking great
strides to say, ‘Hey, this is easier.’”
Working with four resort rental and retail shops, Rossi emphasized the turning ease that its Auto Turn Rocker provides. Before long, other resorts wanted in on the marketing boost. “We started small in scope, and it started taking on a
life of its own,” notes Castagnoli. He says rental revenue at the four resorts increased by 15 to 20 percent.
This winter, the company partnered with 13 U.S. resorts to create the Rossignol Experience Centers within existing rental shops. Rossi provides signage and educational materials for staff and consumers. Rental staffers are trained to
provide quick tips on maximizing ski performance, and PSIA alpine demo team member Nick Herrin visits ski schools to
share tactics instructors can incorporate into their lessons.
“People are gaining more control and getting more confident. That’s a big reason this is resonating,” says Castagnoli.
More info: rossignol.com.
—C.H.
▲ Rossignol Experience
Photos courtesy of madshus/world snowboard day
1.
“The number-one reason [people don’t ski] is the perception that it’s so
challenging to get better.”
“Skiers are able
to maximize
the level of enjoyment right
out of the box.”
—Van Brinkerhoff,
Madshus
3.
Nordic Skis: Grab-and-go strategy
One of the world’s oldest ski companies has a new program: a marketing partnership for its shorter, wider cross-country skis. Madshus offers its beginner-friendly
Cadence/Cadenza “cruising” skis exclusively through REI stores in a $290 package
that includes premounted bindings, boots, Swix poles, and a trail-pass voucher.
“The industry has not been as good about offering beginner ski packages that
provide a good experience,” says Van Brinkerhoff, sales director for K2 Outdoor,
which owns Madshus. “These skis provide a lot of stability and comfort underfoot
and a good combination of glide and grip. Skiers are able to maximize the level of
enjoyment right out of the box.”
Brinkerhoff thinks the REI arrangement can help the brand’s specialty retailers
in the long term. “A lot of ski shops enjoy the ability to sell a variety of bindings,” he says. “This makes a little distinction between a real specialty shop and
the broader market.” And, hopefully, once those novice Nordic skiers experience
success at the sport, they’ll upgrade their gear at a shop with dedicated expertise.
More info: madshus.com.
—C.H.
4.
World Snowboard Day:
Growing it on an
international level
Once annually for the past seven years, snowboarders
around the world have organized to gear up and drop in
for a collective show of pride for all things shred. Wrapping up its latest installment on December 30, 2012,
World Snowboard Day recruits riders of all skill levels
to rally together to hit the slopes.
Rémi Forsans, executive director of the Outdoor
Sports Valley (a European outdoor-sports industry association) and vice president of EuroSIMA, launched
the event in 2006. Originally called Snowboard-D-Day,
it included programs in eight countries.
“WSD is the occasion to spread snowboard culture
all over the world. It is now huge and crazy; from Asia,
Europe, Australia, South America, Africa, and North
America,” says Forsans. “Wherever snow falls, snowboarding is celebrated.”
The 2012 edition included 153 events in 35 countries, with Argentina, Mongolia, and Mexico participating for the first time. Top French rider Anne-Flore
Marxer served as official ambassador.
While the events vary from free lessons and product
demos to competitions, concerts, and parties, one thing
has remained consistent over the years—growth. Says
Marco Sampaoli, president of the World Snowboard
Federation, which helps organize the day, “Every edition of WSD has grown in terms of registered events
and involved nations. It offers a great opportunity to
promote snowboarding at a worldwide level.” More
info: world-snowboard-day.com.
—Jamie Lynn Magyar
“Wherever snow falls,
snowboarding is celebrated.”
—Rémi Forsans, founder,
World Snowboard Day
13
FEature
5.
Bring a Friend: The ultimate bro hook-up
Learn to Ski and Snowboard Month (LSSM) is primarily resort focused, but a new sister program, Bring A Friend,
which runs through March 17, provides retail shops a great way to increase participation in skiing and riding.
The “friends” typically receive a discounted package of rentals, lessons, and lift ticket. Details vary by area, but may also
include lift ticket discounts or perks for current customers who
bring a friend.
Skiers and riders—including shop employees—who take
the Bring a Friend Challenge and get a newbie to sign up for
a lesson are included in weekly drawings for prizes from snow
sports companies, as well as a season-ending grand prize
drawing for trips to Sun Valley, Park City, The Canyons,
Deer Valley, and Smugglers’ Notch.
Retailers could vastly extend the reach of the program
by communicating details to loyal customers. Urge them
to bring newbies into the shop to prepare for a first day on
snow. The sticky wicket is coordinating with nearby resorts,
as each area has its own learn-to offer. So start with your best
resort partner. Steady growth is a realistic goal: Participation
in LSSM has grown from 20,000 visits to 100,000 over the
past five years. More info: bringafriend.org.
—Rick Kahl
SIA Provides a Vital Link
Direct your customers to Snowlink, SIA’s recently revamped, comprehensive consumer guide to all
things snow sports. The site’s info ranges from helpful equipment articles (e.g., how to choose a helmet,
how to make sure snowboard boots fit properly) to the hottest apparel styles to a special kids’ zone
with games. Consumers can also find safety, instructional, and fitness tips—categorized by alpine,
snowboard, snowshoe, and cross-country—and the details on SIA’s Winter Trails program, which
offers a free day of snowshoeing or skiing at Nordic centers across the country. A resort and retailer
finder lets consumers search for the nearest places to participate in snow sports.
This winter’s Winter Trails Day, held January 12, attracted more than 11,000 participants to 100
locations. “Backed by the winter sports industry and with a national campaign, Winter Trails Day has
the resources and reach to engage more newcomers beyond our regional community,” says Zach
Stegeman, executive director of the New England Nordic Ski Association. “The more families on the
trails in winter, the better for all of us. We support Winter Trails Day as a great way to introduce a
few more families to the joys of outdoor winter pursuits. In a word, the greatest value is in reach.”
14
“These women ... are buying higher
end because we’ve educated them.”
—Kjerstin Klein, Willi’s
6.
Winter Divas: A class act
When Pittsburgh-based Willi’s Ski and Snowboard Shop
started its Winter Divas women’s ski group three years ago,
owner Greg Klein and his wife, Kjerstin, store event and
social media coordinator, had little idea of its future success.
The group meets Wednesdays at Seven Springs Resort,
60 miles southeast of Pittsburgh, where Willi’s also has a
store. Sessions include clinics, races, equipment demos,
and parties. Other than lift tickets, there’s no extra cost to
the women, thanks to a strong partnership with the resort.
Joining the group is as simple as “liking” its Facebook page.
Participation has increased from 10 to 15 women per
event the first year to 63 women at this season’s opener.
And so have sales. “These women are far more loyal than
three years ago,” says Kjerstin Klein. “They are also buying higher end because we’ve educated them. They understand what they’re buying, and they trust us more.”
Just as important, she believes, is that the group
channels an underheard voice in the snow sports industry. Says Klein, “We try to act as a focus group to
the companies. These women are very opinionated.
The women who usually test skis [for the industry] are
pros—they have no idea what the mother from Winnipesaukee wants to ski on. My local reps love hearing
the Divas’ feedback. They then get that info out to the
next level.” More info: willisskiand board.com.
—C.H.
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FEature
7.
Nanny McSki: At your service, kids
One of the knocks against family ski trips is the schlep factor—getting everyone and
their gear going, and on time. Michigan’s Crystal Mountain ski area, a finalist in the
National Ski Area Association’s 2012 Conversion Cup Challenge, addresses the
dilemma—and gives mom and dad a break—with its Nanny McSki program.
A PSIA-certified instructor takes care of everything for a day: picking up kids
at their lodging, giving them breakfast and lunch, overseeing gear rental, teaching
a full-day lesson, then dropping kids off. The $389 cost covers up to three children
(not including lifts). That works out to
about $130 a child, compared to Crystal’s regular group kids’ class price of
$82 per day.
Now in its third season, the program
“is going gangbusters,” says resort PR
manager Tom Kramer. Last season 15
families signed up. As of mid-January
2013, 40 families were already on the
books, with a waiting list over Martin
Luther King Jr. weekend. Five to seven
instructors are available each day for
the program.
“Over and over again we hear the
same thing from parents,” says Kramer. “The convenience of the Nanny
McSki program makes it worth every
penny.” crystalmountain.com.
—C.H.
8.
Mountaintop Nordic: A family affair
Kids may be in love with their digital ecosystem, but at Mountaintop Inn and Resort in Mendham, Vermont, at least 40
of them are putting down their iPods and
taking to the Nordic center’s trails once
—Bill Reuther, Mountaintop or twice a week this season. The center has seen marked growth in participation through its renewed involvement with the Bill Koch League, a venerable New
England-based Nordic ski program for kindergarteners through eighth graders.
“We’re really trying to get families hooked on cross-country skiing,” says Nordic instructor Bill Reuther. Parent volunteers with the Tuesday afternoon and Saturday morning kids’ program get free rentals and trail passes for the day, as well as volunteer training
that gets novice skiers up and striding. “By nurturing that program, we’ve probably increased our season pass business by several hundred percent over the last five years or so,”
Reuther says. “And some of the parents have come long way in their skiing.”
Not insignificantly, at Mountaintop the family includes the dog, too. About a third
of the 50 kilometers of ski and snowshoe trails are dog friendly and, says Reuther,
they’re “very popular.” More info: mountaintopinn.com
—C.H.
“We’re really trying to
get families hooked on
cross-country skiing.”
16
9.
Ski Vermont:
Building social capital
Sure, its state is renowned for maple syrup, but Ski Vermont wanted to tap into something different this winter: the loyal following of skiers and snowboarders who frequent
Vermont’s 18 ski areas and can help build buzz around the resorts. The result: Check In
to Win, a social media incentive program that launched mid-December.
After signing up through Ski Vermont’s website and linking to their Foursquare
or Facebook accounts, participants are e-mailed a list of official check-in points at
each resort. Each check-in counts as an entry in an end-of-season drawing for a
five-night ski trip to a Vermont resort. And each time skiers check in from a new
resort, they become eligible for rewards ranging from lift tickets and coupons from
Vermont brands like Green Mountain Coffee and Cabot Cheese to gear such as
Kombi gloves, Cloudveil apparel, and a Keurig coffee maker. They’re also encouraged to post updates and photos with the hashtag #vtskibrag.
“It’s a way to combine social media with the Vermont brand, which is so strong,”
says Sarah Neith, director of public affairs for Ski Vermont.
By early January, some 500 people had enrolled. The goal is for at least 1,000
participants by the end of the season.
“The Vermont ski community was already on social media, and the program is
a great way to bring it all together,” says Neith. And give repeat skiers and riders a
pretty sweet deal. More info: skivermont.com.
—C.H.
10.
Take 5: Jazzing up a first-time deal
The winner of the National Ski Area Association’s 2012 Conversion Cup Challenge, Oregon’s Mt. Bachelor has seen impressive numbers from its three-year-old
Ski or Ride in 5 program. Available for ages six and up, Ski or Ride in 5 includes five
full-day lift tickets, lessons, and rentals for $199. Graduates receive either a 12-day
adult pass or an unlimited youth pass valid for the rest of the season. They also receive
50 percent off a season pass the next year, and 25 percent off for a third season.
Retailers played an important role in getting out the word about the program.
The resort provided rack cards to all central Oregon
sports shops and collaborated with REI in Bend on
free in-store “intro to snow sports clinics.” Mt.
Bachelor also partnered with Pepsi to advertise the deal in grocery and convenience
stores and restaurants.
“Mt. Bachelor is versed in reaching out to
existing skiers and snowboarders in the local,
regional, and national markets, so it’s been great
working with our shop partners and Pepsi to
reach out to a broader audience of potential
snow sports enthusiasts,” says Andy Goggins, the ski area’s director of marketing
and communications. The program attracted
1,655 first-time skiers and snowboarders in its first
three seasons. More info: mtbachelor.com.
—Adapted from the NSAA Journal
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2 PAGE SPREAD.indd 3
1/24/13 4:55 PM
Spotlight Award Winners
SIA Retailers and Reps of the Year
The competition is stiff, but every year SIA honors outstanding reps and retailers from across the U.S. and Canada. These are the tireless folks
who have excelled in fostering relationships, moving product, and distinguishing their brand while promoting the passion and growth of snow sports.
Reps are nominated and chosen by leading snow sports retailers throughout North America, and retailers by suppliers and reps. Join us in getting to
know more about several of this year’s winners during each day of the Snow Show. Interviews by Courtney Holden.
Ontario Rep of the Year
Alberta Retailer of the Year
Brands: Salomon
Mark Weeks, co-owner
Drew Sivers
Years repping: 27
Lives in: Toronto
Favorite thing about the snow sports industry:
The people
Best thing about the SIA Snow Show: I love new
ski products.
How did you end up in the ski industry?
Basically all my life—since the tender age of 15—
I’ve been working in the ski industry. That’s my sole
purpose in life! I’ve been working as a sales rep for
the last 12 years and for about 15 years before that,
I worked in retail. The outdoors has been a passion
of mine. I ski, and I mountain bike all summer. So
when Salomon called and asked if I wanted to work
for them, it was like a dream come true.
Has the job lived up to your expectations?
Life on the road can be really stressful, depending on the economy and the weather. The
weather can definitely throw a wrench in presentations and meeting with people. And
it can be a little lonely. But I get to meet a lot of cool people. As a rep on the road, you’re
your own boss. You’re in charge of your own destiny. It’s very fulfilling.
And the most fulfilling aspect?
The people I get to work with. The fact that I’m surrounded by like-minded people
who love to ski. This industry is really where I feel most comfortable and most at
home. I’m a hardgoods guy, and always will be. I get to mix my business with pleasure.
Also, I get time off in the summer. I work hard all winter, and then I get to chill out
for four months.
What’s been your best ski experience recently?
That would probably be in Europe, skiing at a resort called Courchevel, which is in the
French Alps. It was for one of our sales meetings. My Salomon compatriots and I, we
typically try to get out of our hometowns and onto the snow before we have our big sales
meetings. We were just at Alta and Snowbird this week. We all ski together, typically
about seven or eight guys, which is awesome.
Can they tell you’re from Salomon?
They typically know because we’re all decked out in goggles and apparel. People
definitely ask us where we’re from and what we’re doing. So we tell them we’re from
Salomon Canada, and we’re just here to shred a couple days before our meetings.
Do they pester you for schwag?
I think we get asked 100 times a day, but the answer is usually no.
20
The Source, Calgary
Favorite thing about the snow sports industry: The snowboarding
Best thing about the SIA Snow Show: The parties
How did you get your start in the ski industry?
I went to business school at the University of San Diego. Then my partner, Dave Beddome, and I started a clothing store [in Calgary]. The store next to us was a snowboard
shop, and they convinced me to try snowboarding. Once I tried it, that was all I wanted to
do. Their shop was terrible, though. They had no idea what they were doing. So we took it
over and changed the name. They basically gave it away for inventory, which wasn’t very
much. I think the year we bought them, they sold 14 snowboards. I think we sell 4,000 or
5,000 boards a year.
How has the store changed under your and Dave’s ownership?
When we bought the original store, they didn’t even use a computer system. Over the
course of time, we changed virtually everything they did. We started with that one location, and now we have five, so the stores are constantly changing. And we’re just committed to the sport. Virtually everybody that works for us loves snowboarding. It’s just all
we think about.
Are your customers mostly locals?
We have an online store, too, so our customers are all over the world, but most of our
customers are in the local markets. We don’t do any tourism advertising or anything like
that. But right now Europe is in a shambles, so they’re not coming to visit. You guys in the
U.S. are in a shambles, so you’re not coming to visit, and the Chinese don’t snowboard so
they’re not buying anything from us. When things recover, we’ll definitely sell to tourists,
but right now there aren’t that many out there.
Tell us about your average
day riding.
I get out about 30 to 50 days a year. I do a lot
of heli-boarding, so I guess my home mountain would be Galena. We usually go out for
about seven days. We get up in the morning,
get into a helicopter, do runs all day, get back,
party our asses off, get up the next morning,
get into a helicopter, do runs all day, party
our asses off … It’s lots of partying and lots of
snowboarding.
And the best thing about SIA?
The parties. But you basically never know
what’s going to be at the show until you get
there. Nobody’s telling you about the parties
in advance.
Women’s Ski Boots Top Trends
These Boots Are Made for Walking
for a custom fit. And K2 addresses fit in its brand-new
boot line with a range of lasts, like a 97mm one in the
SpYre 110, and Intuition liners with moldable, assymetric tongues.
As with unisex boots, next season also means the continuation of ski/walk technology targeted at a variety of skier
types, from backcountry enthusiasts to recreational skiers
looking for ease-of-use features. “The fact that manufacturers are using hike/ski mode technology in softer flexing boots
is phenomenal, because who doesn’t need the ability to walk
more than intermediates?” asks Houchen. “Also, expert skiers have more choices than just scaled-down men’s boots.”
▲ Salomon X-Max 110
Skis may be sexier to talk about, but, according to
SIA market research, women’s ski boots have remained
an attractive part of the hardgoods market for the past
few years, with high-performance boots slinking into first
place in terms of sales. For 2013-14, the dominant trends
are custom shells, more size options, and adaptive fit solutions. “There’s a broader range of last shapes as well as
sizes,” says Larry Houchen, owner of Larry’s Bootfitting
in Boulder, Colo. “This variety is valuable to bootfitters
because it gives us more options to go the back room with
when faced with difficult fit solutions.”
Salomon’s X-Max 110 W, for example, uses the company’s 360° Custom Shell, which, when heated, molds
all the way around the foot. Continuing its customizable
Vacuum Fit technology, Fischer addresses lower price
points and wider feet with three new women’s models.
Head adds the Challenger Mya, featuring Adaptive Fit
Technology (which allows skiers to change last width
on the fly with the turn of a screw), fully customizable
liners, and a ski/walkmechanism. Full Tilt’s completely
revamped Soul Sister includes a new shell and a Pro Intution liner that molds to the shape of the foot and the shell
▲ Full Tilt Soul Sister
Scarpa Freedom SL
Custom-fit shells, more sizes, and ski/walk modes suit intermediate through expert skiers
Scarpa (with the help of Chris Davenport) crosses
the gap between backcountry and alpine with two new
women’s boots: the Freedom SL Women and the Freedom Women. For the company’s first foray into an overlap construction, performance-oriented downhill boot,
these lightweight models (under four pounds) have a
low-volume fit, 27-degree cuff range with ski/walk mechanism, and an interchangeable sole system. Notably, the
women’s boot goes down to a size 21.5 (a U.S. women’s
5 or 5 ½). “We don’t think there are any other freeride
boots on the market offering a shell size this small,” says
Scarpa spokesperson Dave Simpson.
—Krista Crabtree
“The fact that manufacturers are
using hike/ski mode technology in
softer-flexing boots is phenomenal,
because who doesn’t need the ability
to walk more than intermediates?”
—Larry Houchen, owner, Larry’s Bootfitting
Top Trends Kids’ Skis & Boots
Youth Ski Gear Grows Up
Emphasis on research and design benefits next-gen skiers
▲ Salomon Rocker 2
to
Several boots feature size
adjustability. Roces returns its
proven IDEA boot—which
adjusts in shell length, cuff
height, and liner—in new
colors. Full Tilt updates its
Growth Spurt boot with new
buckles and colorways. With
an adjustable liner and shell,
one boot spans three sizes.
Don’t underestimate the
importance of color and
graphics to young customers.
“Today, colors are more aggressive, like lime green and
burnt orange, and the graphic styling is more distressed,
artsy, and asymmetric,” says
Matt Titus, VP of marketing for Dalbello. Translucent
shells, previously reserved for
pro-model boots, now appear
in junior styles, as well as
bold graphics and bright and
fluorescent hues. “Kids are
asking for it and parents are
willing to pay a little more for
these looks,” says Titus.
—Helen Olsson
▲ Faction Dillinger XL
ARE
AGES
6 17
22
that mirror the adult version. Faction’s twin-tip Dillinger
XL has an early-rise rocker tip and 100-mm waist, and Salomon introduces the Rocker2 Junior, a twin-tip powder
ski with five-point sidecut.
In boots, the technology trickledown means new
molds, custom-fit liners, and translucent shells. “Many of
the same performance and fit features from the adult line
have made their way across the junior boot line, resulting in stronger performance and better out-of-the-box
fit,” says Dynastar/Lange’s Nick Castagnoli. The allnew Lange RX 80 SC shares the fit and performance of
Lange’s adult RX boots but has a shorter upper cuff. Tecnica’s new R9.5 90 junior race boot is based on the adult
World Cup design, with a 95-mm last.
Fischer’s new Vacuum RC4 100 junior boot adopts
heat-moldable Vacuum Fit technology from the adult line,
and Salomon’s new standout X3 60 T, developed in collaboration with junior race clubs, includes a custom-fit liner.
Scott’s new line of 17 ski boots includes the G2 junior, a
performance boot with the same features as the adult version. Atomic’s new Waymaker youth line is based on four
molds that allow progressive flex patterns in the upper cuff
and profiles that wrap and support little legs.
“The tweener category is an important one,” says Andy
Hare, product manager for Nordica boots, which continues to emphasize last season’s significant investment in a
completely new mold for the Ace of Spades Team, a threepiece boot targeted to aspiring park and pipe skiers. The
profile also appears in entry-level junior boots.
▲ Scott G2
OF
ALPINE
SKIERS
Völkl and Atomic each introduce youth product for 2013-14 that resulted from studies conducted
with European universities and employed children as ski testers. Völkl’s engineers collaborated with
the Technische Universität Munchen and the Garmisch-Partenkirchen ski school to study the benefits of rockered skis for juniors. The resulting data was used to design Völkl’s new tip-rockered RTM
Junior and Chica. “Everyone’s chasing the rocker idea,” says Marker-Völkl’s Geoff Curtis. “This was a
pretty unique way to figure out what was best for kids.”
Atomic worked with the University of Salzburg for a full biomechanics study, using kids as young as
five for on-snow testing. “The study was a fact-finding mission to quantify what works best for kids,”
says Atomic’s Jake Strassburger. “We wanted to make sure there’s a tangible benefit to the technology; not that it’s just some gizmo you stick on a ski.”
▲ Lange RX 80
23
%
New School Testing
▲ Dalbello Gaia
To the benefit of young skiers, technology and design
from adult skis and boots is trickling down to youth equipment. “The junior segment has been shortchanged for far
too long with cheap construction and limited design innovation,” says Tony McWilliam, managing and creative
director at Faction.
“For a long time, junior product has been an afterthought in the industry,” agrees Atomic’s alpine product
manager, Jake Strassburger. “We really dove into junior
product to find out how we can help kids through the
learning curve faster.”
Junior skis for 2013-14 have more rocker profiles, wood
cores, and wider waists, as well as easier flex. Dynastar’s 12
junior ski models include the all-new Team Omeglass WC,
a wood-core slalom ski that features the same Early Rise tip
rocker as the company’s World Cup slalom and GS skis.
Völkl’s junior line has rocker throughout (except
the junior SL ski). The Jr. Racetiger GS Race Stock is a
new “real-deal” GS ski with rocker for young speed demons. New for Rossignol, Powder Turn Rocker has been
incorporated throughout its 15-model junior line, and
Fischer features rocker in its lineup of eight returning
junior skis. K2’s Grom Collection is comprised of six skis
with four different rocker profiles, while Armada brings
rocker geometry from its adult models into its lineup of
six junior skis, four of them new, including the Triple JJ,
which combines rocker and taper at the tip and tail with
camber underfoot.
Salomon launches EasyFlex technology, with a softened flex under the binding, while Atomic’s Vantage Jr.
series includes three entry-level skis with Bend-X, which
features a cutout foam core underneath the binding and
varying degrees of camber and sidecut, depending on
length and level.
As more juniors head out of bounds, ski makers are
responding with fatter skis. “The proliferation of wider
skis is a happening thing,” says Geoff Curtis, vice president of marketing at Marker Völkl, which brings back the
100-mm-waisted, wood-cored Shiro with updated graphics
▲ Atomic Vantage Jr.
Fashion Top Trends
Standout Style
Statement-making snow sports apparel to turn heads in the lift line
Bright colors, eye-catching fabrics, and surprising details dominate the world of
high fashion, on and off snow, for 2013-14.
Bright Colors
Gorski, an Italian apparel maker known mainly for subdued colors like beige and grey,
makes its first foray into the world of neon, pairing it unconventionally with leather and
fur trims on technical ski jackets. M. Miller dives into jewel tones like bright blues, reds,
and oranges with Microtech 19, a 10,000-mm “work horse” fabric that can be found in the
Classic Ski and Alpine Heritage collections.
A Wealth of Color
“For 2013-14, the richness in colors—burgundy,
teals, and royal blue—are all over ... color and more
color. Everyone keeps perfecting the silhouettes.
Women want to look sexy on and off the slopes, and
all the designers are making that happen.”
—Deavon Moore, merchandising director,
St. Bernard Sports, Dallas, Texas
Fun Fabrics
Technical suiting fabrics abound on the Show floor this year, in particular at NILS’s
booth, as seen on the tweed Paramount Henna Jacket. The entire Paramount collection
features custom-designed screen-printed lace on top of tweed jackets and pants.
Wool is still a prized fabric in the outdoor world. Eider launches a new off-hill apparel
line called Annecy Living, featuring about-town apparel that’s also technically winter
ready. The line includes the herringbone softshell La Clusaz Jacket and brushed-wool
Balmaz Skirt. SKEA’s stylish, military-inspired down Katya Jacket, with silver fox fur and
arm patches, is made from 60-percent recycled wool. And Sabine Sommeregger continues
to make flattering après-ski outerwear from “walk”—the traditional term for boiled wool
in Sommeregger’s home region, the Austrian Alps. Look for new pieces from her in bright
colors like pink, red, blue, and orange.
Killy pulls inspiration from the runways of Burberry and Chanel with metallic fabrics,
brushed metal zippers, chevron stitching, and fur accents. The pinnacle piece? The Iris
Jacket, in a shiny champagne finish.
Disco-ready Bubble Fabric from SKEA, as seen on the down Cali Jacket, features holographic cells that reflect light in different ways. It may look more Manhattan then Matterhorn, but the fabric has four-way stretch and is highly waterproof and breathable.
tion, featuring waterproof/breathable cross-dye fabric, is adorned with hammered pewter
hardware, as seen on the Black Label Alley Jacket.
M. Miller’s Lux Sport collection, with flashes of crisp color next to urban charcoals and
navys, is buttoned up with Swarovski crystals, embroidery, and appliqués.
Swarovski and embroidery also highlight SKEA’s Bali Sky Brights collection. The Gili
Jacket, inspired by the design team’s trip to Bali, features a fierce silver dragon. The rest of
the collection also includes the dragon motif, as well as bright colors for extra pop against
the snow.
—Ali Carr Troxell
Bright Details
NILS Paramount Henna
▲ Killy Iris
When it comes down to it, it’s all in the details. NILS’s high-fashion Black Label collec-
▲ M. Miller Erica
SKEA Cali
23
Special Advertising section
New Product Marketplace
Highlighting new and noteworthy products at the SIA Snow Show.
Aratik Board Sports Trainer
Use your real snowboard to learn, practice
and improve handrail and funbox skills.
Muscle memory, conditioning and flat out
fun to jib on when your can’t get to the hill.
Brain top used to increase difficulty and
learn to spin better. True Handrail Simulation, Durable Weatherproof Materials, all
skill levels.
“We’re very impressed with the product. It’s
stable, doesn’t kill snowboards, and allows
you to progress through tricks of increasing
level of difficulty without the consequences
of metal and snow. There is a huge value in
the product.”
—Hanna Haidar - AASI Certified
Snowboard Instructor
SIA Booth 267
Matt@AratikUSA.com
www.AratikUSA.com
+1-949-412-5111
Douchebags is a global company that provides the modern explorer with the lightest
and smartest travel gear. Developed as a
collaboration between skiers, snowboarders, surfers, engineers and airport baggage
handlers; all of our products are the fusion
of passion and needs. At shy of 8 lbs, these
bags are a modular system with the ability
to adjust, compress and piggyback with one
another. The Douchebag sold out in Europe
upon introduction and the Hugger sold out
worldwide upon introduction. Don’t you
think it’s time to meet a whole new type of
Douchebag?
SIA booth #561
www.mydouchebag.com
katharine@ mydouchebag.com
bandit Hideout Ltd.
“Robbing the Wretched Cold…”
bandit is Liz & Nick Yuki, a duo who met on a mountain in California. With a combined experience of over 35 seasons in the snow industry working as ticket sellers,
liftys, instructors, ski school supervisors, & trainers these two have perfected THE
products for you & your family’s winter experience.
Our company is manufactured, tested and worn in New Zealand and the USA.
We pride ourselves on making thoughtful bandanas of the highest quality with a
cool look and a vast selection of choices.
Come check out our Hideout at: Booth 1800
Liz & Nick Yuki
Bosses
(619) 549-4369
info@bandithideout.com
www.bandithideout.com
The tiny piece of equipment
that makes a big difference.
Whoosh! That’s the sound
of Goggle Grip taking off
as the hottest new accessory on the slopes today.
Just mount them on helmet
sides and goggles stay
firmly in place. Skiiers and
snowboarders are demanding them. Place your retail
order today. Goggle Grip. So
your goggles won’t slip.
Visit us at Booth #3643 for
a free sample.
Brad Maloney
#734-904-8014
info@gogglegrip.com
www.gogglegrip.com
26
on-snow demos At the show
Stoked to Go On-Snow
The gear that retailers are most excited to try
After cruising the aisles, chatting with suppliers, and consulting the weather reports (yep, it’s still dumping out there!), retailers are excited
Photos by by ben fullerton (4); bligh gillies (3); courtesy (3)
to get out on the snow. SIA’s On-Snow Demo/Ski-Ride Fest and Nordic Demo present the perfect opportunity. Here’s a quick look at what
retailers from across the country are stoked to give a whirl.
“I’m most interested in the new skis from
Fat-ypus and Liberty. This year, I have to
do a little more work for my shop and ski
the stuff I don’t want to ski, too.”
—Henry Dorris, Lone Star Sports,
Breckenridge, Colo.
“Trying the Völkl One and Two, because
they’re a different ski, and they look fun.”
—Finn Bilous (L), buyer,
R&R Sports, New Zealand
“Rome snowboards, CAPiTA, Salomon
… whatever catches our fancy. And
whatever beer they’re serving.”
—Orrin Davis, Oncore Skate & Snow,
Flagstaff, Ariz.
“Salomon’s new Quest line and the continued development of rocker technology.”
—Jonathan Palmer, Snow Valley
Ski Resort, Toronto
“My husband is excited about Atomic,
Fischer, K2, and Salomon. I’ll try whatever
he recommends.”
—Sharon Treacy, Kidsport,
Vail, Colo.
Burton’s Fish snowboard and their other
powder boards. Also the new Switch stepin binding.”
—Tim Bean, Skaters Advocate,
Howell, Mich.
“Rossignol’s new Xium skate ski and
boot. The boot is great because you can
heat mold it.”
—Brian James, Village Ski Shop,
Silver Star Mountain, B.C.
What’s on tap: Nordic Demo
attendees can check out skinny
skis at Devil’s Thumb Ranch (far
left); tech reps will wrench snowboard bindings to your specs
at Winter Park (near left); and
free-heel aficionados can race in
the Uphill/Downhill Challenge
(above), also at Winter Park.
SNOW SHOW Daily | Day 4
SIAsnowshow.com
27
At the show Who & Where
For up-to-date booth information
and listings go to SIAsnowshow.
com/showapp, SIAsnowshow.com/
floorplan, or scan the QR code.
Exhibitors
More than 900 brands on display at the Show (as of 1.21.13; subject to change).
Company
Booth #
686.....................................................3365
10th Mountain Division
Foundation, Inc”..........................LL2
2XU USA..........................................846
32 North Stabilicers.................. 4371
3point5.com....................................2552
4FRNT Skis, LLC............................4447
540 Snowboards............................. 878
AAS - Anomaly Action
. Sports Inc....................................3945
ABS Avalanche
. Rescue Devices...................... 4471
ACADEMY Snowboard Co.......3971
adidas Outdoor.............................1116
adidas Snowboarding............... 2174
Advanced Racking Systems......3637
AFRC-Outdoor Gear, Inc...........2724
Airblaster.........................................3768
Airhole Facemasks.......................972
Aline Systems.............................. 3800
Alpaca Imports........................... 1430
Alpina Sports Corp.......................2703
Alpine Skate................................ 3644
Alp-n-Rock, LLC.......................... 1320
American Bio-Vision (ABV).... 2533
American Paper and Plastic Co.... 509
Anakie Outerwear......................... 565
Analog Clothing............................2967
Anarchy Eyewear.........................1370
Anon Optics....................................1861
Apex Sports Group LLC..............4319
APO - White Doctor................. 4161
Apogee Sports LLC.................... 3961
Aratik................................................267
Arbor.................................................1661
Arcade Belts .............................. 2974
Arc’teryx Equipment Inc............1339
Arctix.................................................2414
Armada.............................................4349
Arnette.............................................2178
ARVA.................................................3412
Ashbury Eyewear........................... 462
Astis Mittens..................................2516
Athalon Sportgear, Inc................4115
Atlas Snow-Shoe Co....................3748
Atomic USA, Inc............................3923
Atomic USA, Inc............................4123
Auclair Sports, Inc........................1323
Backcountry Access, Inc............3942
Company
Booth #
Backcountry Experience...........4569
Backcountry Experience...........4571
Bakoda................................................ 570
Bandit Hideout........................... 1800
Bataleon...........................................2274
Beard Head, Inc............................... 461
BEARTek Gloves......................... 2531
Bench................................................548
Bergans of Norway........................ 722
Bern Unlimited Inc.......................2161
Betty Rides......................................2360
BHD Information Systems.........1522
Billabong USA................................3661
Black Diamond Equipment Ltd..3350
Blackstrap.................................... 1060
Blizzard.............................................3701
Blue Infusion Technologies..... 2531
BlueBird Social Zone..................... 278
Board Retailers Association....... 361
Bogner of America.......................4241
Bolle’.................................................... 552
Bonfire..............................................2977
Booster Strap.................................3411
Boulder Gear..................................2724
Bounceboard, LLC.......................... 168
Bravo Sports...................................315
Bridgedale Socks............................ 757
Briko..................................................3521
Britten Banners Inc................... 4374
Buff Inc............................................... 371
BULA.................................................1051
Burnstreet......................................... 567
Burton Snowboards....................1965
Burton Snowboards....................2565
Buzrun Snowboards...................... 878
C3........................................................3357
C4 Belts LLC ............................... 4376
Caldera International............... 1314
CAM Commerce Solutions......... 945
Camtrol.............................................1222
CandyGrind ...................................1173
CAPiTA Snowboarding...............3357
Capix..................................................3579
Causwell...........................................3939
Cebe’.................................................... 552
Celerant Technology
. Corporation.................................. 945
CelsiusSnow USA, Inc.................1766
Celtek............................................ 3169
Company
Booth #
CenterStone Technologies, Inc..1917
Chaos.................................................2423
Char Poles.................................... 4242
Cheetah Factory Racing (CFR).. 1765
Chill......................................................... 25
Chugach Flyer Snowboards.... 1867
COAL Headwear...........................3357
ColdDist LLC..................................2362
COLDPRUF Base Layer............... 736
Coldsmoke................................... 1511
Colorado Ski Country USA.........1734
Colorado Ski Country USA
. Central Lounge &
. Food Court..................................2237
Contour.............................................. 578
Core Concepts...............................936
Cozy Layers Inc........................... 1706
CP Sports North America........ 3645
Crash Pads.......................................2124
Crescent Moon
. Snowshoes..................................3647
CSA - Leggett & Platt..................3937
CTR (Chaos Thermal
. Regulation).................................2423
Cushe Footwear............................1336
Dagmar Branding........................... 900
DAKINE............................................2557
Dalbello Sports LLC.....................4101
Dale of Norway, Inc........................ 709
Dana Stein Everyday Furs..........618
Dare 2b.............................................713
Darn Tough Vermont..................2200
DC Shoes, Inc.................................1778
Deeluxe............................................1060
DEFCON GLOVES.........................265
Del Rey International............... 2538
Demon Snow..................................2271
Dermatone......................................3102
Descente North America, Inc.... 330
Deuter USA.....................................3115
Deviation...................................... 3511
Devils Thumb Ranch
. Resort and Spa............................ 313
Dinosaurs Will
. Die Snowboards.......................1868
Discrete Headwear......................1060
DNA..................................................... 330
Dot Dash..........................................1172
Double Diamond Sportswear.... 739
Company
Booth #
Douchebags....................................561
DPS SKIS..........................................3509
Dragon Alliance.............................1365
Drop MFG.......................................2947
DRYGUY LLC.................................2529
DTS Inc.............................................270
Dye Precision.................................3972
Dynafit and Salewa......................3116
Dynastar Skis.................................3709
EC3D Sports..................................... 735
Echelon Snowboards...................3673
Eco Vessel..................................... 3604
Eggbar Vise, LLC...........................3630
Eider...................................................1041
EIRA...................................................4656
Eisbar USA.......................................1708
Elan Blanc........................................1929
Elan Skis...........................................2703
Electric Visual.................................. 660
ELM CO............................................1670
EMSCO Group...............................2133
Endeavor Snowboards................973
EPIC Cameras, LLC.................... 2421
Epic Pass...........................................1148
Epic Planks................................... 4243
Erik Sports-WhiteWoods..........3504
Erin Snow.........................................1417
Eurosocks International............1048
EXP.....................................................3579
Fac................................................... 1623
Faction Skis.....................................4145
Falke USA........................................511
Fast Strap.........................................3319
Fat-ypus Skis..................................3419
FedEx/FedEx Office.....................4505
Fera International Corp.............1109
Firefly................................................3579
Fischer Alpine Apparel................. 715
Fischer Skis US..............................4411
Fits Sock Co....................................2416
Flair Hair....................................... 1600
Flow Snowboarding.....................2957
Flow Sports.....................................2957
Flux Binding Systems..................3765
FlyLow Gear...................................3111
Footbalance System Inc.............2841
Ford Experience Tour .....352 & 3730
Ford Experience Tour.................... 352
Fox River Mills, Inc.......................2517
Company
Booth #
Freebord MFG...............................969
FTWO Snowboards....................... 878
Full Tilt Boots.................................3723
Function...........................................3414
G3 Genuine Guide Gear Inc.....3516
Gabel Sports Group
. (North America) Inc................3521
Garmont NA, Inc...........................2938
GHEEK..............................................3642
Giro Sport Design.........................3650
Gnarly Clothes...............................362
GNU...................................................1372
Goggle Grip.................................. 3643
Goldwin............................................1748
GOODE Ski Technologies.........3323
GoPro................................................2571
Gordini USA, Inc............................2645
Gorski Group..................................1218
Grabber Inc.....................................4121
Grandoe...........................................2641
Granger’s.........................................3514
Grenade Inc....................................3471
Griffin Technology..................... 1045
Guru Distribution.........................610
H2O Outdoor Gear.....................3417
Halti..................................................... 715
Harricana Par Mariouche..........3719
Head Wintersports......................2924
Heat Factory USA, Inc................2701
Hell is for Heroes..........................1514
Helly Hansen (US) Inc.................1721
HESTRA GLOVES, LLC...............2120
High Altitude Concepts LLC... 2916
High Sierra Sport Co...................3633
High Society Freeride
. Company LLC............................1060
Highgear...........................................3514
Highland Trading
. Company/Sportube.................2800
Holden..............................................3165
Holmenkol.US................................4401
Homeschool Snowboarding.....3371
Honey Stinger............................. 4147
HoodieBuddie................................559
Horizon Agency
. Inc-Outdoor Sports Ins..........2700
Hot Chillys.......................................3330
Hotfingers Gloves........................1803
Hotronic USA, Inc.........................3326
Company
Booth #
House of Marley............................. 367
HOWL............................................ 1866
i.N.i. Cooperative............................ 774
Icebreaker USA............................... 539
Icelandic Design.............................. 521
Icelantic Skis...................................3309
Impact Canopies USA.................3747
Implus Corporation.....................3514
INA International, Ltd.................3579
Indigo Ski USA Inc...................... 4241
International Skiing History
. Association (ISHA)........................ 22
Ion Camera......................................2957
IS Eyewear.......................................369
Itasca Footwear by
. C.O. Lynch Enterprises............. 745
Jacob Ash/Schuessler.................1525
JammyPack Inc........................... 4378
Jones Snowboards.......................2971
Joshua Tree Skin Care................1801
Joystick.............................................3939
JULBO Inc..................................... 2917
JVC Americas Corp................... 4306
K2 Skis..............................................3949
K2 Snowboarding.........................3957
Kamik div of Genfoot America..... 513
Karbon................................................ 202
Karhu N. America, LLC............. 1523
Kastle GmbH..................................3704
Khombu............................................1309
Killtec NA Inc.................................2111
Killy....................................................1039
Kiss My Face LLC..........................1400
KJUS USA.......................................... 603
KneeBinding, Inc...........................3512
Kombi Ltd., Inc...............................2930
Komperdell.....................................3708
Krimson Klover.............................1331
Krochet Kids Intl........................ 3167
Kuhl Clothing.................................2116
KULKEA...........................................2921
KUUsport Mfg. Ltd......................4019
Kwik Tek, Inc...................................3830
L&C GLOBAL
. CORPORATION......................... 165
La Sportiva N.A. Inc......................4437
LandYachtz........................................ 962
Lange Ski Boots.............................3709
Launch Pad......................................2717
Company
Booth #
Launch Snowboards....................4179
Laundromat....................................1122
Lazer Sport......................................3135
L-Bow Mittens...............................1627
LD Action Sports........................ 2915
Learn to Ski and
. Snowboard Month........................ 24
Leisure Trends Group.................1732
LEKI USA, Inc.................................3020
Level Gloves....................................1060
Lib Tech.............................................1572
Liberty Mountain..........................2912
Liberty Skis......................................3725
Life-Link...........................................2938
Light Bohrd.....................................365
LightSpeed Retail....................... 1707
Line Skis............................................3523
Liquid Boardwear.........................4171
Liquid Image Co, LLC...................2442
Llama Lo........................................ 1700
Lobster Snowboards...................2274
LODGESOXX_.................................. 609
Loki.....................................................1316
Long Advance
. International Co, Ltd..............1311
Lorpen North America Inc........1717
Love Hope Strength
. Foundation................................... 261
Lucky Bums Inc..............................2710
M. Miller............................................. 818
Madshus...........................................3648
Malibu Cowboy LLC.................. 1415
Mammut Sports
. Group USA..................................3518
Manzella Products.......................3147
Mariner Business Solutions........ 718
Marker Ltd........................................ 223
Marker USA....................................4417
Marker USA....................................4420
Marmot Mountain, LLC..............1434
MasterFit Enterprises................3639
MeCo Designs.................................. 600
Meier Skis..................................... 3317
Mental...............................................1908
Mervin Manufacturing...............1572
MFD...................................................4237
Millennium Three (M3)..............3579
Mitchie’s Matchings...................... 308
Model Ski Lifts, LLC................... 2537
Company
Booth #
Modern Movement......................358
Moment Skis...................................4443
Montana Sport
. North America Inc...................3742
Moon Shadow................................2423
Mophie.............................................155
Mount Tec Gloves.........................2218
Mountain Goat Ski Tote........... 3413
Mountain Hardwear, Inc............1033
Mountain Shades..........................3347
Mountain Uniforms....................... 746
Mountain View CafÇ..................... BL1
MTN Approach..............................2359
Mystery Ranch..............................4478
National Ski & Snowboard
Retailers
. Association (NSSRA)..............4206
National Ski Areas
. Association (NSAA)...................... 23
National Ski Patrol (NSP).............. L2
Nation’s Best Sports (NBS)............220
NEFF..................................................3372
Neve Designs.................................1736
Never Summer Industries.........1565
Niche Snowboards.......................1674
Nidecker USA, Inc........................2971
Nikita Clothing USA....................2877
NILS....................................................1740
NILS....................................................1744
Nitro Snowboards.......................... 975
Nobis.................................................2771
NOMIS..............................................3475
Nordica USA...................................4109
NOW Snowboarding...................2971
Nui Organics................................ 1705
NXTZ.................................................2957
Oakley Inc........................................1345
ON3P Skis.......................................4442
Oneballjay.......................................1570
O’Neill...............................................1557
OnTheSnow.com..........................4406
Optic Nerve....................................3347
Optimal Furs, Inc...........................623
Optrix LLC.................................... 1046
ORAGE.............................................1750
Orion Packs.................................. 4476
Ortovox USA Inc...........................3115
OSBE USA Inc................................3306
Outdoor Research.......................... 741
Outdoor Tech................................... 657
Outlast Technologies LLC........ 1626
OZ Snowboards............................1776
Pajar...................................................1411
Pakems.............................................935
Parajumpers...................................1514
Patagonia Inc..................................1857
Pepper’s Performance
. Eyeware, Inc...............................2444
Phunkshun Wear, LLC.................678
Picture Organic Clothing........ 1060
Pinnacle Designs...........................2514
PISTIL................................................2229
Company
Booth #
Planet Earth Clothing.................3962
POC USA LLC.................................1357
point6 LLC.......................................1530
Poivre Blanc....................................2939
POLARMAX....................................2333
Pop Headwear...............................170
POW Gloves...................................1975
Powderhorn....................................1730
Pret Inc.......................................... 3406
Prior Snow.................................... 4474
Promotive.com..............................2552
ProRider...........................................1769
Pro-Tec..............................................3974
Protect Our Winters (POW)....2532
PSIA-AASI........................................3908
Pulse.................................................... 957
Quickpoles, LLC............................3139
Quiksilver Inc.................................1178
Radical! Gloves..............................357
Rawik.................................................2724
RC Products...................................... 570
Recco Systems Ltd....................... UL1
Reclaim Project.............................3465
Redfeather Snowshoes..............3501
Regina Imports LLC.....................1509
Reliable of Milwaukee................1900
Rental World - Backshop...........4501
Retailer Work Area......................4236
reusch SnowSports......................2236
Rhythm.............................................262
Ride Snowboards..........................3965
Ride Snowboards..........................4365
Ripzone / Powder Room............4366
Roces USA, Inc...............................4106
Rocky Mountain Sunscreen....2554
Rocky Mountain
. Underground.............................4321
Rome Snowboard
. Design Syndicate........................ 965
Rossignol..........................................3614
Rossignol..........................................3714
Rossignol Apparel........................3719
ROXA North America.................4246
Roxy...................................................1178
Ruffolo Enterprises, Inc.............2553
Sabine Sommeregger.................... 615
SABRE...............................................2371
Saga Outerwear............................667
Salomon Snowboards.................2577
Salomon USA..................................3930
Salomon USA..................................4130
Sandbox Helmets..........................2274
Santana Canada............................1309
Sauce Headwear........................ 1622
SCARPA North
. America, Inc................................3109
Schure Sports U.S.A., Inc.............. 202
Scott Sports....................................2942
Scott Sports....................................3342
Screamer............................................ 725
Sector 9............................................3174
Seirus Innovation..........................2630
Company
Booth #
Serengeti Eyewear......................... 552
Sharkies...........................................700
Shred Optics...................................3945
ShredSkins LLC..............................960
Sick Stickz..................................... 2920
Sidas...................................................4408
SKEA, LTD........................................2411
Ski Carry....................................... 3611
Ski Kare, Inc....................................3502
Ski Patrick LLC............................ 1224
Ski Retriever...................................3617
Ski Sundries and Supplies...........4404
Ski Tops/Chaos/
. Moon Shadow/CTR.................2423
SkiA Designs................................ 4119
SKICALS...........................................800
SKILOGIK........................................3602
SkiMetrix, Ltd.................................3411
SkiSkootys.......................................3300
Skullcandy, Inc................................. 375
SkyTech Sport, Inc........................2216
Slash by Gigi....................................2971
Slide On............................................3411
Slytech Protection.......................3945
SmartWool Corporation............2714
Smith Optics...................................2548
Smith Optics...................................2650
Smith Optics...................................2950
Smokin’ Snowboards...................2975
Snapdry............................................3326
SNO................................................ 1334
Sno Skins Inc..................................... 915
Snow Angel....................................... 839
Snow Dragons................................2724
Snow Fashion and
. Trends Center............................. 443
Snow Show Daily............................ 216
Snow Sports Recycling Program......L1
Snow Sugar.................................. 1118
Snowjam LLC.................................... 878
Sony Electronics Inc.....................459
SOS Outreach . Active Youth Alliance.................. 20
SOS Sportswear............................913
Spacecraft Collective..................2775
Spark R&D.......................................1874
Sport Obermeyer Ltd..................2103
Sportcaster Company, Inc........... 957
Sporthill, Inc................................ 1330
Sports Accessories America Inc..........
2720
Sportube..........................................2800
Spy Optic, Inc.................................2378
Spyder Active Sports Inc...........1103
Spyderco..........................................4021
STANCE............................................3671
Stepchild Snowboards................3676
Stockli Outdoor Sports..............3320
Strafe Outerwear....................... 2914
Summit Media Labs.....................1222
Sun Bum, LLC............................... 2372
Sun Haven.......................................... 165
Company
Booth #
Sun Valley Ski Tools Inc..............3737
Suncloud Polarized Optics........... 2548
Sunice................................................1711
Superfeet Worldwide Inc..........2520
Sure Foot.........................................517
Surface Skis.....................................3939
Swany................................................1903
Switchback Bindings...................2274
Swix Sport USA, Inc.....................3102
T.D. Fischer Group........................524
Technine...........................................3378
Tecnica USA....................................3701
Teko USA.........................................617
Terramar Sports Inc....................... 757
The North Face..............................4357
The Royal Shaft LLC.................. 3015
The Soze Group.............................4408
Therm-IC..........................................4408
Thirty-Two Boots..........................1971
Thorlo Inc.........................................1520
Thule Inc...........................................3302
TOKO................................................3100
Tomahawk International............. 457
Transpack.........................................2935
TransWorld Media......................... 279
Trespass USA.................................... 730
TREW................................................1672
Tubbs Snowshoes.........................3947
Turbine Boardwear........................ 473
Turtle Fur Group...........................1125
Ugg Australia..................................1030
Under Armour - MTN................... 749
Uniform Gallery.............................. 100
Union Binding................................3357
Unity Snowboard
. Manufacturing LLC.................2965
USRA - Rep Associations................ 19
Uvex...................................................3102
Vail Resorts Inc..............................1148
Vans....................................................3771
Venture Snowboards..................1771
VestPac............................................... 272
Vew-Do Balance Boards.............. 374
Vintage Winter..............................2400
VIRUS Action Sport
. Performance................................ 370
Vision Sport Distribution...........310
Voile Skis..........................................3211
Voile Splitboards...........................1773
Volcom................................................ 765
Volkl...................................................4323
Volkl Performance Wear...........4323
VonZipper........................................1069
VR2 Distribution Inc...................1748
Watson’s Bodywear.................. 1145
Wend Performance......................366
Weston Snowboards...................360
White Sierra..................................... 525
Wigwam Mills, Inc........................1703
Wind X-treme America, LLC.......... 274
Winter Park Resort /
. Ruby Hill......................................2910
Company
Booth #
Winter Trails........................................ 21
Wintersteiger Inc.........................3335
Wooly Bully Wear........................518
Wrong Gear Inc.............................3674
XBoards, Inc................................. 1873
Yaktrax..............................................3514
Yeah For It Distribution.............2274
YES Now Board.............................2971
Zanheadgear &
. Bobster Eyewear........................ 970
ZDAR Boot USA.............................. 515
Zeal Optics......................................3657
Zeon Corporation.........................1469
Zero Rh+..........................................310
Ziener................................................1708
On-Snow Demo List
Winter Park
22 Designs
Thirty-Two Boots & Outerwear
ABS Avalanche Rescue Devices
Adidas Snowboarding
Anon.
Apex Ski Boots
APO
Arbor Collective
. (snowboards/skateboards)
Armada
Arnette
Atomic USA Alpine
Bern Unlimited
Black Diamond Equipment LTD
Blizzard
Bolle’ / Serengeti Eyewear
Bon Hiver
Burton Snowboards
CAPiTA snowboards
CelsiusSnow USA
Contour
CP Ski North America
Craft
Dahlgren Alpaca Socks
Dalbello Sports AT
Dalbello Sports Ski Boots
DC Snowboards & Boots
Deeluxe Snowboard boots
Dinosaurs Will Die Snowboards
DPS Skis
Dragon Alliance
Drake
Drift Innovations:
. POV Action Cameras
DYE Precision
Dynafit
Dynastar Skis
Echelon Snowboards
Elan Skis
Electric Visual
Company
Booth #
Epic Planks
Faction Skis
First Degree Boots
Fischer Skis US (skis/boots)
Flow Snowboarding
Flux Binding Systems
Full Tilt Boots
G3 Genuine Guide Gear
Garmont NA
GeigerRig Hydration Systems
Giro Sport Design (goggles)
Giro Sport Design (helmets)
GNU
GoPro
GOODE Ski Technologies
H2O Outdoor Gear
Head Wintersports
. (alpine skis/ski boots/bindings)
High Society Freeride Company
Holmenkol.US
Icelantic Skis
ION Cameras
Jones Snowboards
K2 Boots
K2 Goggles
K2 Helmets
K2 Poles
K2 Skis
K2 Snowboarding
Kaenon
Kastle Skis
Kerma Ski Poles
La Sportiva
Lange Ski Boots
Lazer Helmets
Leki Poles
Lib Tech
Liberty Skis
Light Bohrd
Line Skis
Liquid Image
Look Bindings
Madshus
Marker USA (AT)
Meier Skis
MFD
Moment Skis
Morrow Snowboards
Mostic Inc
Native Eyewear
Never Summer Inudstries
Niche Snowboards
Nikita Snowboards
Nitro Snowboards
Nordica (skis/boots)
Northern Lights Snowshoes
Northwave
NOW Snowboarding
Ortovox USA
OSBE
OZ Snowboards
POC (helmets/goggles)
Company
Booth #
Point6
Pret Inc
PRO-TEC
RED
Ride Snowboards
Rocky Mountain Underground
Rome Snowboard
. Design Syndicate
Rossignol Alpine
Rossignol Snowboard
Rottefella NNN Bindings
. (Nordic/backcountry/track)
Roxy
Salomon USA (alpine)
Salomon USA (goggles)
Salomon USA (helmets)
Salomon USA (snowboards)
SCARPA North America, Inc
Scott Sports (hardgoods)
Shred Optics (helmets/goggles)
SIGNAL SNOWBOARDS
SKILOGIK
SkiA Designs
Skullcandy
Slytech Protective Gear
Smith
Smokin’ Snowboards
Spy Optic
Superfeet Worldwide
Swix Sport (alpine/ski tuning
. equipment/poles)
Technine
Tecnica
TOKO
Tyrolia (alpine/AT/bindings)
Union Bindings
Vans
Venture Snowboards
Voile
Volkl (AT/tele)
Volkl
Von Zipper (sunglasses/goggles)
Weston Snowboards
APO - White Doctor
Yeah for it Distributions!
. (Bataleon, Lobster, Switchback)
YES Snowboards
Zeal Optics
Nordic Demo/
Devil’s Thumb Ranch
Alpina
Atlas Snow-Shoe Co
Atomic USA Nordic
Fischer Skis US (Nordic)
Madshus
Northern Lights Snowshoes
Rossignol Nordic
Rottefella NNN Bindings
Salomon USA (Nordic)
Smith
Swix Sport
SIA After Hours
While the snowboard zone’s aisles have been cranking from the opening bell, things truly get
rocking at 5 p.m., when the festivities kick off—and with endless evening options, things go
from there on the networking front. Here’s a look at the week’s after-hours fun from around
the Mile High City.
01. DVS threw one heck of a party, reuniting Pennywise
with its original singer on stage at Summit Music Hall
during SIA’s kickoff evening in Denver.
02
02. The 686 X Electric Lights Out Boxing Match was back
this year, and Skullcandy’s lovely ring ladies were
working their magic.
03. Ref Danny Kass presents the Lights Out winner, Eddie
Wall, who battled it out against Kyle Clancy.
04. The North Face ice luge was the highlight of the booth
after 5 p.m.
05. Pepa, of famed ’90s rap duo Salt-n-Pepa, schmoozing
with the Burton crew at happy hour.
06. Electric’s surf team manager, Kyle “Creeps” Busch, and
PR manager Lorena Kops hanging with Red Man at the
booth.
07. The real party was backstage at this year’s TW Riders’
Poll Awards.
08. John Jackson and the infamous Greg “GT” Tomlinson
creating the magic backstage at Riders’ Poll.
09. TransWorld Media marketing mavens Stephanie Finkel, Lauren Machen, and Jordan Harvey.
01
03
10. Peter “The Legend” Line and Eddie Wall get interviewed pre-show up in the balcony at the Fillmore.
11. TransWorld SNOWboarding’s Adam Cozens and
Nick Hamilton get the crowd stoked for the evening’s
awards.
12. Burton team rider Natalie Geer and TransWorld’s
Kelsey Smith pose with Halldor Helgason and crew.
05
04
06
07
13. Nikita’s Jen Irick, Dakine’s Serene Pelletier, and Salomon/Bonfire’s Amy Eichner.
14. Peter Line gives his acceptance speech after being
greeted by a standing ovation.
15. Nicolas Müller graciously accepts his Rider of the Year
award with a humbling and inspiring speech.
16. John Jackson and crew sending it. That’s a wrap—see
you at Riders Poll next year!
08
09
14
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10
13
11
12
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16
powered by
Four on the Floor
Who has the best booth?
“It’s a toss-up between Rome
and Lib Tech—Rome because
of their boot-fitting program
and Lib Tech just for the overall
awesomeness.”
—Dennis Nazari, President, Salty
Peaks, Salt Lake City, Utah
“C3—it’s simple and open. You
can be shown the line or check
it out on your own as well.”
—Mike Pettit, Co-owner,
The Youth Shelter Supply,
Waite Park, Minnesota
The Future
Is Flat
For next year’s goggles, many brands are
finding inspiration in the past. Shunning the
spherical lenses that have dominated the last
decade, these brands are embracing the simplicity and classic styling of cylindrical—or
flat—lenses.
“The cylindrical lens has become mandaBlending classic styling and fresh technology,
tory in every line,” explains Spy Marketing
cylindrical goggles are seeing a solid resurgence.
Manager Kevin Casillo. Companies are crediting riders for this resurgence. “We have a
number of athletes who prefer the traditional aesthetic of a flat cylindrical lens over a curved
spherical lens,” explains Dragon Director of Product Mike Tobia.
For some brands, like Ashbury, cylindrical lenses have always been a staple of their arsenal. “A cylindrical goggle is simple and will never go out of style,” offers co-founder Lance
Hakker. According to Electric goggle product designer Jesse Dawber, the popularity of
cylindrical goggles can also be attributed to their price. “Riders today are looking to stay
within budget without compromising quality and performance,” he notes.
To maximize this performance, cylindrical goggles are tapping fresh technology. Giro’s
BLOK, for example, uses injection-molded, taper-corrected lenses that eliminate the distortion historically associated with cylindrical optics. In the midst of the resurgence in cylindrical lenses, some brands are also abandoning the classic frames that tend to contain them. By
using a frameless design and Dragon’s Advanced Projects X technology, the NFX offers the
ability to readily swap out lenses for changing light conditions.
Although cylindrical goggles find their inspiration in the past, their aesthetics and performance are anything but antiquated. Consequently, optics like Airblaster’s Air Goggles offer
plenty of reasons to celebrate. After all, notes Airblaster co-founder Jesse Grandkoski, the
goggles “function really well and do not look like an alien and a robot f#*ked on your face.”
—Mike Sudmeier
“My favorite new booth is also
my favorite new brand—iNi. I
liked the calm and privacy of it.”
—John Logic, Co-founder,
Snowboard Connection,
Seattle, Washington
“For best stoke, Van’s.
Steve Van Doren is cooking
waffles every morning.
That’s pretty cool.”
—Warren Currie, Owner,
The Easy Rider,
Edmonton, Alberta
Zeroing in on Safety
Zero. That’s the number of avalanche deaths that Tom Murphy of the
American Institute for Avalanche Research and Education (AIARE) hopes occur
each year if the industry implements a new plan—called Project Zero—that AIARE,
SIA, and leading manufacturers, media, and nonprofits have begun to craft.
“We’ve reached a tipping point that consists of a lot of people in the backcountry,
more manufacturers making backcountry gear available, and a resultant uptick in avalanche accidents,” explains AIARE director of operations Tom Murphy. “The industry
wants to create a corresponding safety message with the equipment it’s selling—and
that’s where Project Zero comes into play.”
Throughout the show, Murphy hosted a series of seminars to introduce Project Zero
and solicit feedback. These seminars resonated with those in attendance, like Jon Easdon, owner of Blindside in Colorado Springs. He explains, “It was definitely one of my
favorite things at SIA. When I saw the seminar I felt it was all inclusive—it felt like
everyone was on board.” In addition to collaborating with manufacturers and retailers
to deliver an effective and consistent
AIARE’s director of operations, Tom Murphy
message, Project Zero aims to create a
central resource for backcountry and
avalanche safety information. Having
resources such as video tutorials available through a web-based, educational
portal is a primary goal.
Currently, AIARE is working to
raise awareness and funding for Project Zero. Murphy explains, “With the
right stakeholders involved and the
right educational components, we can
do something that’s never been done
before and make a difference.”
—M.S.
31
Top Trends product picks
Wish List
Char Poles Tool Box Pole
Booth #4242; MSRP $130; charpoles.com
Alex Carr bootpacked a peak in Utah’s backcountry, only to find at the top that his
skis weren’t adjusted to his boots (thanks to a friend) and he had no way to fix the situation. He had to hike back down. The lost ski run was the inspiration behind this new
pole. Phillips and flathead screwdrivers thread into the grips, and the basket sports a
bottle opener. With universal camera-mount attachments for each handle, riders can
film while skiing or plant the pole in the snow, monopod style, to record a session in the
park. For retailers, Char has created a kiosk with samples from its line of customizable
poles and a touch-screen computer so consumers can choose the color of the pole grip,
shaft, and basket. Poles are then shipped factory direct to the consumer.
Salomon Launch
Booth #2977; MSRP $209; salomonsnowboard.com
Core Concepts Whiskey
River Hybrid/Moon Ball
Booth #936; MSRP $89;
corelayers.com
New exhibitor Core Concepts offers up a line of fashion forward yet
technical casual wear. This plaid
button-down shirt (Moon Ball is
the women’s version) is marketed
as “beer proof.” Water (or, ostensibly, a hoppy IPA) beads up and
flows like mercury over the face
fabric, which is a blend of nylon
and polyester. The soft lining
wicks moisture like a base layer.
Both are performance toppers that
you can also wear with jeans.
32
Buff Hoodie Thermal Pro
Booth #371; MSRP $50; buffusa.com
The newest iteration of the popular
tube-shaped, neck-warming Buff wraps
fashion and function into one. The neck
gaiter portion is made from luxurious merino wool. The attached knit-wool hood
is lined with Polartec Thermal Pro fleece
and snugs tight via pull cords with leather
fasteners. It’s truly a new take on the removable hood concept.
Armada Duffy/JP Pro Glove
Booth #4349; MSRP $129;
armadaskis.com
Armada co-founder and freeskiing legend
JP Auclair crafted this top-of-the-line
Gore-Tex X-TRAFIT glove to meet the style
and performance needs of customers of this
skier-owned-and-operated brand. From the
Gore side, the gloves use a membrane that
is actually built into the pattern of the glove
itself for better dexterity and breathability.
From the core side, it features black Pittards
leather and backcountry freeride style. Builtin “handcuffs” keep gloves from falling off
the chairlift.
Photos by bligh gillies
This all-purpose boot provides comfort and style (it comes in four colors, including
burgundy and plum) whether someone rides three days or 30. Made with the same
quality and materials, not to mention in the same factory, as Salomon’s higherprice-point boots, the Launch is a great option for those ready to shred, but not
quite set to commit the dough. ZoneLock lacing and custom-fit foam deliver supportive fit with no slop.
Faction’s
Bion Dolman
Pipe Dreams
Young athletes still call the shots in park and pipe skis
When it comes to park and pipe skis, one rule always applies. Trust the youth.
Armada figured that out a decade ago, when the skier-owned brand launched, so founder JP Auclair was surprised
when young gun Henrik Harlaut wanted him to keep an old model in the line. “We were about to cancel the ARV,
but Henrik insisted that it was his favorite. At 98 underfoot, it used to be a backcountry ski, but the young riders like
how buttery it is,” says Auclair. “So we changed the flex a bit and brought back the original graphics from 10 years ago.”
At Faction, another legendary freeskier who has been getting relatively longer in the tooth, Candide Thovex, has
spearheaded the brand’s manufacture of extremely light skis as well as symmetrical ones that do exactly what park and
pipe athletes want. The brand has also moved into apparel that is inspired by the freeride lifestyle while delivering high
performance through design and fabrics. “You don’t have to be square to be technical,” says co-founder Alex Hoye,
who notes that a sea change has taken place in the sport, especially as freeskiing will debut at the Sochi Olympics.
“Skiing was about GS for 60 years. Now it’s about people expressing themselves. That’s why we got into this business.”
Indeed, the vitality of youth in park and pipe has changed the entire sport of skiing, though that doesn’t mean
park kids aren’t learning from backcountry designs. At 4FRNT, Southeast sales rep Dayne Anderson notes that
people think of them as a park-and-pipe brand, but they only have two actual park-and-pipe skis in the line.
“All-mountain and park and pipe go back and forth,” he says. “Reverse camber, rocker, these things came from
the backcountry, but kids have adopted them in the park. There are no clear boundaries anymore.”
—Doug Schnitzspahn
BD and the Beast
Get Your Geek On
The latest in glove & POV tech
34
Two bindings, head to head
Two new AT tech bindings with beefed-up release values are turning heads,
as well as heels, at the show: the four-years-in-the-making Beast 16 from Dynafit, which company president Chris Sword calls a “true game-changer,” and
Diamir Fritschi’s Zenith 12, distributed by Black Diamond, the binding company’s first foray into the frameless, tech-binding arena. Here’s how they stack up.
—Eugene Buchanan
Dynafit Beast 16
Diamir Fritschi Zenith 12
Name inspired by:
An animal, especially a large or
dangerous four-footed one
The highest point reached by a
celestial or other object
Company HQ:
Germany
Switzerland
DIN release Value:
16
12
Weight per binding:
935 grams
569 grams
Availability:
Limited 2,500-unit production run
worldwide
December 2013
Geek aspect:
Redesigned heel posts with oblong, flaton-top pins; multiple release options
(lateral on toe, upwards/lateral on heel);
two heel springs to isolate step-in pressure from release setting; 12-degree
pivot rotation on toe piece.
Two-phase automatic toe release;
carriage slides, toe pins and heel pins
all swivel laterally; consistent contact
pressure with boot through sliding heel
unit on guiding plate.
Best paired with:
Beer and bratwurst
Cheese and chocolate
MSRP:
$1,000
$549
Photos by (from top) bligh gillies; ben fullerton
High-tech in gloves means the phone stays in the
pocket, the gloves on hands. When the Swany G.Cell
glove is connected to a Bluetooth-enabled smartphone,
an incoming call makes it vibrate. The answer button is
on the back of the hand, and speakers and mic are built
into the thumb. BearTek gloves have six touch points
of conductive fabric on the fingers and a control module
tucked into a pocket that enables smartphone control via
Bluetooth. Tapping thumb to finger lets one play, pause,
and forward music or take a call. Burton incorporates its
new Screen Grab technology throughout most of its glove
line. There are no touch pads at the fingertips; instead, a
conductive material is built into the digit. A simple flick
or slight pressure is all it takes to operate a touchscreen.
Riding the trend of reflective technology, Seirus introduces gloves and mittens with the Heatwave Kinetic Heat
Return System, with a silver liner that conserves 20 percent
of the hands’ heat. A fiber engineered into the glove also
captures kinetic energy and translates it to a 4 to 5˚F gain.
Bring Bluetooth functionality to any device with a standard 3.5-mm audio jack with Outdoor Tech’s OT-ADAPT.
The small, rubbery device clips to clothing and will work
with MP3 players, smartphones, computers, and iPods.
Companies like GoPro and iON continue to innovate
in the POV camera market. iON introduces its new Air Pro
2 wearable, Wi-Fi-enabled, waterproof camera. Improvements over previous versions include a 14-megapixel sensor and a 180-degree lens for a wider view. The company
also just signed Dean Cummings, owner of H2O Outdoor
Gear, to use its cameras on his big-mountain adventures.
—Helen Olsson
question of the day At the show
Photos by bligh gillies (3); andy hawk (2)
What would you do to grow participation in snow sports?
“Make it accessible
to people, especially through at-risk
programs. Get kids
out on the snow.”
—Adam Wakefield,
regional account manager,
anon, Burlington, Vt.
“Make the first experience for people
better. No overcrowding and lines.
It can be as easy as
a ski valet. Everything you need in
one place.”
“Tell people to get
their own boots.
Your feet need to
be happy.”
—Bobby Trask, buyer, Powder
House Ski & Snowboard, South
Lake Tahoe, Calif.
“Have stuff that’s
family friendly for
those of us who are
40 and still bringing our kids to the
mountain.”
“Reduce prices of
lifts because the
industry is killing
itself.”
—Francois Sylvain, founder,
Altai Skis, Quebec
—Apryl Turner, Rep,
Betty Rides, Columbus, Ohio
—Danielle Rahill, buyer,
Goldsmith’s Board House,
Big Bear Lake, Calif.
RENTALS...
SPEEDING THE LEARNING PROCESS
For alpine it's all about big sidecuts, early rise and
wider waists. For snowboarding it's efficiency-driven
technology, durability and increasing participation.
This makes the rental market a hot segment for 2014.
Read all about it in SAM (Ski Area Management)
Magazine and in our latest edition of the Rental
Buyer's Guide. Pick up a copy at the Rental World
booth, #4501.
Special Rental World events on Friday, Feb. 1. Booth #4501 >>>
11:00 a.m. ”The Rewards & Returns of Rigging Riders with the Right Rental Gear”
WHY ARE YOU BOOKING
80% OF YOUR INVENTORY
8 MONTHS IN ADVANCE?
Join TransWorld Business, Burton's Jeff Boliba, AASI's Scott Anfang, and a special
guest retailer to discuss the importance of best practices in your snowboard rental department.
1:00 p.m. “New Progression Gear: Fast Route to Parallel”
Join SAM Magazine, Rossignol’s Tait Wardlaw, and Head’s Mike Poole to discuss the latest progression gear and how it speeds the learning process.
5:30 p.m. SIA, SAM Magazine and Learn to Ski & Snowboard Month Cocktail Hour
The annual Rental World Reception; stop by for a cocktail and mix it up with industry peers.
B O OT H # 2 3 3 3
P O L A R M AX .CO M
PICK UP YOUR COPY OF THE 2013/14 RENTAL
BUYER’S GUIDE AT THE RENTAL WORLD BOOTH
(#4501) OR SCAN THE QR CODE.
At the show heard in the aisles
Friday was a rough night
“There’s snowboarders passed out all over the hall down
there.”
—Overheard in the Turtle Fur booth
Seemed funny at the time
“I texted you that photo and then I remembered you
worked at the Show Daily, I hope I don’t regret that.”
—Patagonia’s John Collins to SSD’s Andy Hawk
shortly after sending this photo
Captain of
Fashion:
Patagonia’s
John
Collins
City rivalry
But of course
“This place is so much better than Salt Lake.”
—An exhibitor riding the 16th Street Mall shuttle
while an impromptu concert by an acoustic
hip-hop duo took place on the bus
“Clearly it was a female-run event. It was well run, they
packed it all in, and everything went smoothly.”
—Sara Williams, buyer, Paragon Sports, after the
OIWC Thought Leaders Presentation and Breakfast
Saturday morning
Home boys
Legalization realization
“It smells like Vancouver.”
—Heard outside the Hyatt in reference to a waft of
cannabis in the air
Dryland training
“You guys are the skiers...maybe you should be pedaling
this thing.”
—Bike taxi driver on the 16th Street Mall
36
“They’re just proud to be Americans.”
—Heard at the Core Concepts booth about the flashy
American flag pants worn by the guys from Lib Tech
Where there’s smoke ...
No-inch rule
“I want to thank my employees…so I could go skiing
while they were working.”
–Klaus Obermeyer, while accepting the SIA Industry
Achievement Award Friday evening
“Huh? Where’s Scot Schmidt? I’m about to make an ass
of myself [dancing] … wait, I gotta open the pit zips [still
dancing] … how long is this song? [still dancing] … this
song is way too long.
—Mike Trioli, Powder House Ski Shop, Alta, Utah,
while dancing in Salomon’s Quest Motion Fit Jacket to
Ricky Martin’s “Living la Vida Loca” in the company’s
Test Motion Fit booth
Cross-promotion?
“I could have used one of those airbags at the Pennywise
concert.”
—In reference to the mosh pit at Thursday night’s show
“Everyone keeps asking us where the nearest fire exit
is. I keep telling them, ‘Don’t worry, it’s just a smoke
machine.’”
—Model standing in the haze outside the Cold Smoke booth
Photos by (from top) Bligh gillies; courtesy; cindy hirschfeld
Dancing with the stars
A wardrobe malfunction awaiting to
happen at the Bounceboard booth
THE COMBYN
The flagship of our innovative Soft Shell category, the Combyn delivers an exciting new
helmet option for progressive riders. Inspired by park and pipe riding where repeated
impacts are the inevitable price of progression, we combined a patent-pending, impactabsorbing liner crafted from Vinyl Nitrile foam with a proprietary, flexible outer shell.
The result? An ultra-comfortable, flexible fit, unmatched durability, and both high and
low-energy impact absorption across a wide range of temperatures.
See the Combyn at SIA booth #3650

- Amazon Web Services

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