TWB_SC2013_Workbook_12.2MB

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Table Of Contents
03 Welcome Letter
04 Attendee List
2013 TRANSWORLD SNOW CONFERENCE SCHEDULE
05Conference Schedule
ESSENTIALS: RESORT INFORMATION & DINING OPTIONS
11Resort Map
12Mountain Map
13 Sun Valley At A Glance
14 Exclusive TransWorld Guided Tour & Boardercross Challenge Options
17 Shuttle Map
18 Sun Valley Breakfast & Lunch Dining Options
CONFERENCE TOPICS & SPEAKER BIOS
20 What’s Next?
Doug Palladini, Vans
21 SIA State Of The Snowboard Market—Sales Trends, Demographic Shifts, And The Future
Kelly Davis, SnowSports Industries America (SIA)
22The Economic Horizon & Its Impact On Snowboarding
Peter Philips, PhD, University of Utah
23 China Rising: Breaking Into Snowboarding’s Next Frontier
Miriam Deller, Core Power Asia
24Debate/Discussion: Has Snowboarding Really Lost Its Edge?
Nate Fristoe, RRC Associates; Kelly Davis, SnowSports Industries America (SIA)
25 Rolling Up Our Sleeves: Big Issues & Big Ideas (Part 1)
Growing The Pond: Increasing Participation, Conversion, & Retention
Partnering With Learn To Ski & Snowboard Month & Bring A Friend
Raelene Davis, Ski Utah; Mary Jo Tarallo, LTSSM
26 Panel Discussion: Off-Snow Parks & Feeder Programs—Collaborating To Increase Conversion
Jeff Boliba, Burton Snowboards; Joe Hession, Hession Design; Bob Holme, Winter Park Resort
27Rolling Up Our Sleeves: Big Issues & Big Ideas (Part 2)
Adapting To Changing Market Cycles
Finding Snowboarding’s Voice On Climate Change
Christian Knapp, Aspen Snowmass; Chris Steinkamp, Protect Our Winters
28
Panel Discussion: Realigning The Buying Cycle
Jared Bevens, Vans; Jay Moore, World Boards; Dennis Nazari, Salty Peaks; Brad Steward, Amer Sports
29 Are You Future-Market Ready?
Andrea Kates, The Business Genome Project & Best Selling Author
30 Workshop & Discussion: Finding Your Next…
STATS, TRENDS & ARTICLES
32Digital Links to Transworld Business Stats, Trends & Articles
TransWorld Snow Conference Sponsors
34SIA
36Hoodiebuddie
38SNOCRU
Welcome
The 2013 TransWorld Snow Conference
Thanks for joining us.
It has been an unprecedented year since we last met for everyone in snowboarding. The
world is changing faster than ever, there are more distractions for youth, an increasing
number of outside factors impacting the sport, and rough hands have been dealt by Mother
Nature in many regions. But if you’re reading this, you are part of the vanguard, dedicated to
helping the industry and the sport evolve to meet these challenges by leading from the front
and not waiting for someone else to take up the heavy lifting for snowboarding’s future. Good
on ya.
Everyone that has made the investment in their business of joining this conference comes
armed with their own groundbreaking ideas, passions, and experiences. But while you all
have individual visions and goals, we believe there is incredible power in a unified group
whose members remove their individual brand hats and focus on a common cause.
We’ve invited you here to bring a diverse group of brands, retailers, and resorts together, to
discuss the biggest issues facing the sport, to share in inspiring discussions and presentations, and collectively map a path for success for the sport. The goal of the next three days is
ambitious, but it’s fundamental to the future of our sport: identify a handful of big ideas that
we can act on to make the industry healthier, more sustainable, and most of all, a hell of a lot
of fun in the rapidly changing world we live in.
We know your time is valuable, especially during the season, and we’ve spent the last year
digesting feedback from past Snow Conferences, analyzing what’s going on in the industry,
and talking with executives about what they want to discuss to make the next three days
more than just a conference, but a fire to spark ideas and ignite change for your companies
and the industry.
I say this every Conference, but this year’s lineup is truly our best yet. You will hear from
amazing thinkers to better understand where we’ve been, where we are, and most importantly where we, as a group, need to steer the ship. You will be surrounded by the best and
brightest people in the industry, and each and every one of you will be an integral part of the
conversation and the outcome.
We’d like to challenge you to think big, confront the huge issues facing our sport, and continue the dialogue that begins here in Sun Valley with action over the course of the coming
year and keep it alive at the Snow Conference’s new home in 2014.
Thanks for making the trip out to Sun Valley. I can’t wait to see what the next three days hold.
Best,
Mike Lewis
TransWorld Snow Conference Committee
03
Attendee List
Quigley, Colleen
Steward, Brad
Piercey, Matt
Knapp, Christian
Hughes, Greg
Brosnan, Nick
Edwards, Colin
Marriner, Andrew
Slanetz, Jim
Boliba, Jeff
Kates, Andrea
Oreschnick, Scott
Williams, Austyn
Dellar, Miriam
Hemminger, Kelley
Robson, Trent
Martin, Kyle
Addy, Kevin
Scaturro, Anthony
Hession, Joe
Viscomi, Scott
Wolfe, James
Schmauss, Jody
Mullenbach, Peter Waldron, Hunter
Tarallo, Mary Jo
Weaver, Johnathan
Hoyer, Josh
Quigley, Aaron
Swanson, Matty
LaMotte, Tyler
Steinkamp, Chris
Raymer, Casey
Lebsack, Tom
Robertson, Ryan
Fristoe, Nate
Nazari, Dennis
Greene, Adam
Davis, Kelly
Wray, Dave
Davis, Raelene
Czarnowski, Tom
Layer, Rob
Lewis, Ed
Menconi, Arn
Engelsman, Chris
Garrett, Norb
Applebaum, Ed
Telfer, John
Bettera, Mike
Chauvet, Josh
Callahan, Brian
Campbell, Rob
Coalson, Drew
Cozens, Adam
Ferguson, Liam
Finkel, Stephanie
Gundram, Kayse
Hamilton, Nick
Hostetter, Marc
Lewis, Mike
Machen, Lauren
Malone, Allen
Olsen, Doug
Niemeyer, Andrew
Rowley, Nick
Schwaninger, Jeff
Philips, Peter
Bevens, Jared
Dericks, Peter
Lonsway, Jeremy “Snowy”
Palladini, Doug
Duke, Stephen
Leroux, Michelle
Holme, Bob
Moore, Jay
Borbon, David
Bottom, TJ
Farnham, Nick
Martin, Stuart
Amer Sports
Amer Sports
Aratik
Aspen Snowmass
AWSM
Backbone Media
Backcountry.com
Billabong
Board Bin
Burton
Business Genome Project
Cal Surf
Copper Mountain Resort
Core Power Asia
Dogfunk.com
Dogfunk.com
Dragon Alliance
Flow Sports
Flow Sports
Hession Design
Hoodiebuddie
Hoodiebuddie
Hookit
K2 Snowboarding
K2 Snowboarding
Learn to Ski & Snowboard Month
Nike
Oakley
Oakley
Oakley
Patagonia
Protect Our Winters
Ride Snowboards
Rossignol
Royal Boardshop
RRC Associates
Salty Peaks
Scott Sports
SIA
SIA
Ski Utah
Skullcandy
Skullcandy
SNOCRU
SOS Outreach
Source Interlink/GrindMedia
Source Interlink/Grindmedia
Sparc
Sparc SPT
SPT
Sun Valley Resort-SPT
TransWorld Media
TransWorld Media
TransWorld Media
TransWorld Media
TransWorld Media
TransWorld Media
TransWorld Media
TransWorld Media
TransWorld Media
TransWorld Media
TransWorld Media
TransWorld Media
Under Armour
Under Armour
Under Armour
University Of Utah
Vans
Vans
Vans
Vans
VonZipper
Whistler Blackcomb
Winter Park Resort
World Boards
Zeal Optics
Zeal Optics
Zeal Optics
Zumiez
collen.quigley@bonfiresnowboarding.com
brad.steward@bonfiresnowboarding.com
snowboardallyear@gmail.com
cknapp@aspensnowmass.com
gregh@awsmbrand.com
nick.brosnan@backbonemedia.net
cedwards@backcountry.com
andrew@billabong-usa.com
kandj@boardbin.com
jeffbo@burton.com
akates@businessgenome.com
scott@cal-surf.com
awilliams@coppercolorado.com
miriam.deller@corepowerasia.com
khemminger@backcountry.com
trobson@backcountry.com
mancampmartin@gmail.com
kaddy@flow.com
anthony@flow.com
joe@hessiondesign.com
sviscomi@hoodiebuddie.com
jwolfe@hoodiebuddie.com
sjody@hookit.com
Peter_Mullenbach@k2sports.com
hwaldron@k2sports.com
lifes2shortmjt@gmail.com
jonathan.weaver@nike.com
josh.hoyer@oakley.com
aquigley@oakley.com
mswanson@oakley.com
tyler_lamotte@patagonia.com
chris@protectourwinters.com
craymer@ridesnowboards.com
tom.lebsack@rossignol.com
ryan@royalboardshop.com
nate@rrcassoc.com
dennis@saltypeaks.com
agreene@scottusa.com
kdavis@snowsports.org
dwray@snowsports.org
raelene@skiutah.com
tom.czar@skullcandy.com
rob@skullcandy.com
elewis@snocru.com
arn@sosoutreach.org
chrise@grindmedia.com
norb.garrett@grindmedia.com
eda@sparcretail.com
jt@sparcretail.com
mike@snowparktech.com
josh@snowparktech.com
bcbullitb30@gmail.com
rob.campbell@transworld.net
drew.coalson@transworld.net
adam.cozens@transworld.net
liam.ferguson@transworld.net
stephanie.finkel@transworld.net
kayse.gundram@transworld.net
nick.hamilton@transworld.net
marc.hostetter@transworld.net
mike.lewis@transworld.net
lauren.machen@transworld.net
allen.malone@transworld.net
doug_olsen@transworld.net
aniemeyer@underarmour.com
nrowley@underarmour.com
jschwaninger@underarmour.com
philips@economics.utah.edu
jared_bevens@vfc.com
peter_dericks@vfc.com
snowy_lonsway@vfc.com
doug_palladini@vfc.com
sduke@vonzipper.com
mleroux@whistlerblackcomb.com
bholme@winterparkresort.com
jay@worldboards.com
dborbon@zealoptics.com
tbottom@zealoptics.com
nfarnham@zealoptics.com
stuartm@zumiez.com
04
2013
TransWorld
Snow Conference
Schedule
05
Conference Schedule
Tuesday, March 12
12:00-5:00 p.m.
Check-In & Registration
At The Sun Valley Lodge Dining Room (2nd Floor)
6:00 p.m.
Welcome Reception and Cocktails
At The Sun Valley Lodge Dining Room (2nd Floor)
7:00 p.m.
Dinner
At The Sun Valley Lodge Dining Room (2nd Floor)
8:00 p.m.
Opening Remarks:
What’s Next?
Doug Palladini, Vice President of Global Marketing, Vans
9:30 p.m.
Welcome Party
At The Sun Valley Inn Pool
06
Conference Schedule
Wednesday, March 13
8:15 a.m.
Early Ups: Meet At The River Run Mountain View Room
for Early Bird Guided Mountain Shred 9:00 a.m.-1:30 p.m.
Freeride
Breakfast And Lunch On Your Time With Sun Valley Card
11:00 a.m.-1:00 p.m.
BoarderCross Challenge
ALL MEETINGS ARE IN THE BOILER ROOM
ALL COCKTAIL RECEPTIONS AND DINNERS ARE IN THE LODGE DINING ROOM
2:00 p.m.
SIA State Of The Snowboard Market—Sales Trends,
Demographic Shifts, And The Future
Kelly Davis, Director Of Research, SnowSports Industries America (SIA)
3:00 p.m.
The Economic Horizon & Its Impact On Snowboarding
Peter Philips, PhD., Professor of Economics, University of Utah
4:00-4:15 p.m.
Break
4:15 p.m.
China Rising: Breaking Into Snowboarding’s Next Frontier
Miriam Deller, Director, Core Power Asia
5:15 p.m.
Debate/Discussion
Has Snowboarding Really Lost Its Edge?
Nate Fristoe, Director of Operations, RRC Associates
Kelly Davis, Director of Research, SIA
6:15 p.m.
Cocktail Reception/6:30 p.m. Dinner
At Sun Valley Lodge Dining Room (2nd Floor)
9:00 p.m.
Afterparty
At The Bowling Alley And Game Room
(Located Near The Spa In The Sun Valley Lodge, 1st Floor)
07
Conference Schedule
Thursday, March 14
8:15 a.m.
Early Ups: Meet At The River Run Mountain View Room
for Early Bird Guided Mountain Shred 9:00 a.m.-1:30 p.m.
Freeride
Breakfast And Lunch On Your Time With Sun Valley Card
11:00 a.m.-1:00 p.m.
Boardercross Challenge
2:00 p.m.
Rolling Up Our Sleeves: Big Issues & Big Ideas (Part 1)
Growing The Pond: Increasing Participation, Conversion, And Retention
Partnering With Learn To Ski And Snowboard Month & Bring A Friend
Raelene Davis, Ski Utah
Mary Jo Tarallo, Learn To Ski And Snowboard Month
Panel Discussion
Off-Snow Parks & Feeder Programs—Collaborating To Increase Conversion
Jeff Boliba, VP of Global Resorts, Burton Snowboards
Joe Hession, Founder, Hession Design
Bob Holme, Youth Marketing Manager,
Terrain Park and Bike Park Operations Manager, Winter Park Resort
3:00 p.m.
Rolling Up Our Sleeves: Big Issues & Big Ideas (Part 2)
Adapting To The Changing Market Cycles
Finding Snowboarding’s Voice On Climate Change
Christian Knapp, Aspen Snowmass
Chris Steinkamp, Protect Our Winters
Panel Discussion
Realigning The Buying Cycle
Jared Bevens, Action Sports Footwear & Equipment, Vans
Jay Moore, Owner, World Boards
Dennis Nazari, Owner, Salty Peaks
Brad Steward, President, A2 Amer Action Sports
4:00-4:15 p.m.
Break
4:15 p.m.
Are You Future-Market Ready?
Andrea Kates, Founder of The Business Genome Project And Best Selling Author
5:15 p.m.
Workshop & Discussion
Finding Your Next…
6:15 p.m.
Cocktail Reception/6:30 p.m. Dinner
At Sun Valley Lodge Dining Room (2nd Floor)
9:00 p.m.
Afterparty
At The Sun Valley Inn Pool
08
Conference Schedule
Friday, March 15
Breakfast On Your Time With Sun Valley Card Freeride & Departure
SEE YOU NEXT YEAR!
09
Essentials:
Resort Information
& Dining Options
10
Sun Valley Resort Map
Village ShopS , SerViceS
& r ecreation
GUN CLUB
TRAIL
CREEK
CABIN
reSort
SUN VALLEY CLUB
GOLF & NORDIC
ELK
TRAIL
EARL’S
TRAILHEAD
HOMESITES
7
9
1
8
6
WHITE CLOUDS
TRAIL CREEK
GOLF COURSE
GOLF COURSE
(9 Holes)
(18 Holes)
SUN VALLEY
INN
3
Limelight Room A
Limelight Room B
Limelight Room C
Continental Room
Board Room
Limelight Terrace
2
Columbine Room
Camas Room
Edelweiss Room
Aspen Room
Lupine Room
Ram Room
WILDFLOWER
512-520
Sinclair
Gas Station
SUN VALLEY
LODGE
4
Sawtooth Room
510-511
Beauty Salon & Day Spa
•
•
•
•
•
•
•
•
•
PlaySchool (Day Care)
•
•
•
•
•
•
Sun Valley Signatures & Gifts
Business Center
Bowling & Game Room
Brass Ranch (Clothing)
Chocolate Foundry
Delicatessen & Liquor Store
Golf Course/Nordic Center
Gun Club
Ice Skating (Indoor & Outdoor)
Massage
Opera House (Movies)
Panache (Women’s Clothing)
Pete Lane’s Mountain Sports (Clothing,
Ski & Bike Rental)
Pools & Jacuzzi
Post Office
Recreation Center (Information, Show Tickets)
Sauna
Silver Creek Outfitters
Sinclair Service Station
Sun Valley Horseman Center Stables
Sun Valley Pavilion (Summer Symphony,
Concerts, etc)
Sun Valley WiFi (Cellular Phones)
Tennis Center
Towne and Parke (Fine Jewelry)
Wells Fargo Bank
Young Summer/Sun Valley Day Camp
For more information please call the Concierge
at ext. 2097
CONDOMINIUMS
541-548
5
•
•
•
•
•
•
•
•
•
•
•
•
•
529-540
549-569
521-528
501-509
570-578
Post
Office
Sage Room
601-608
Play
School
630-637
609-629
TENNIS
VILLAGER
638-646
SUNRISE
LOOP TRAIL
647-667
ATELIER
668-675
Opera
House
Village
Shops
Mtn.
Rides
Bus
Recreation Center
676-683
684-693
CONDOMINIUMS
CONDOMINIUMS
Bald Mt. Bus Turnaround
CAROL’S
TRAILHEAD
To Elkhorn
(ELKHORN ROAD)
Guest Cottage
President’s Cottage
Harriman Cottage
SUN VALLEY
701-723
724-746
VALLEY VIEW
TRAIL
ICE
Directory
801-814
770-792
Symphony Cottage
PAVILION
RINKS
DOLLAR
Lake Cottage
MEADOW
835-855
815-834
888-906
CAROL’S
DOLLAR MOUNTAIN
LODGE
View Cottage
747-769
Dollar Cottage
856-871
CONDOMINIUMS
872-887
Dollar
Mountain
To Ketchum
Bald Mountain
(WARM SPRINGS)
DOLL AR ROAD
LODGE
APARTMENTS
SADDLE
ROAD
COTTONWOOD
CONDOMINIUMS
SNOW CREEK
CONDOMINIUMS
Bike Path
conVention
FacilitieS
SUN VALLEY ROAD
r eStaurantS
For Reservations, please call ext. 2800
•
•
Lodge Dining Room (Sunday Brunch)
•
•
•
•
•
•
Ram Restaurant (Steak, Seafood, Salad & Pasta)
Gretchen’s Restaurant (Breakfast, Lunch
& Dinner)
To Ketchum
Bald Mountain
(RIVER RUN)
SUN VALLEY
STABLES
Trail Rides
BarS
Konditorei Coffee
•
Duchin Bar & Lounge (Dancing,
Cocktails & Entertainment)
Duck Pond BBQ (Summer)
•
Trail Creek Cabin (Summer Dinner,
Sleigh Rides, Winter Dinner)
Boiler Room Bar (Winter Après Ski
Entertainment)
•
Inn Lobby Lounge (Cocktails, WiFi)
Bald Mountain Pizza & Pasta
Inn Lobby Lounge (Light Fare, Cocktails)
The
Community
School
SUN VALLEY LODGE
SUN VALLEY INN
•
•
•
•
•
•
Sage Room
SUN VALLEY INN
•
•
•
•
•
•
Limelight Room A
Limelight Room B
Limelight Room C
Continental Room
Board Room
Limelight Terrace
Columbine Room
Camas Room
Edelweiss Room
Inn Ski Room
Lupine Room
OTHER FACILITIES
•
•
•
•
Opera House
Sun Valley Pavilion
Mountain Lodges
Sawtooth Room
11
Mountain Map
12
Sun Valley
Sun Valley Resort at a Glance
For 70 years, groups from across the globe have traveled to this
quaint Idaho village for an experience unlike any other. With the
grand opening of Sun Valley, “America’s First Destination Ski Resort,” in the 1930s, celebrities flocked to the area to see America’s
new grand dame of ski resorts. Ernest Hemingway fell in love
with Sun Valley and eventually made it his home; he finished For
Whom the Bell Tolls in Suite 206 of the Sun Valley Lodge. Clark
Gable, Gary Cooper, Ingrid Bergman... they all came to play at the
glamorous, new winter wonderland. Located in South Central
Idaho, the Wood River Valley is located in Blaine County, at the
edge of the Sawtooth and Challis National Forests; the majestic
Sawtooth Wilderness is located immediately to the north. Almost
surrounded by U.S. Forest Service and Bureau of Land Management lands, the valley’s heart is the Big Wood River. Between the
sagebrush and lava drylands to the south and the forested mountain ranges to the north, the valley has a mountain desert climate.
With an average humidity of only 30%, and 15 inches of precipitation per year, the northern latitude creates long days, with 15
hours of sunshine in the summer. Dry sunny summers and mild
sunny winters gave the resort community its well-deserved name.
Average summer temperature is 78 degrees and average winter
temperature is 23 degrees.
The cities of Sun Valley and Ketchum are at an altitude of 5,750 feet
and are dwarfed by the ski mountain, Baldy, at 9,150 feet. The river
valley slopes down to the cities of Hailey and Bellevue at 5,300 feet.
Four large lakes in the Stanley Basin to the north and two large
reservoirs to the south offer recreational opportunities. Hundreds of
streams and alpine lakes can be found in the mountains and valleys
surrounding the towns.
Runs & Terrain
Bald Mountain
Dollar Mountain
64 Total Runs
Lifts
7 High Speed Quad,
4 Triple
2 Doubles
13 Total
Average Snowfall
Over 200 inches
PEAK Elevation
9,150 ft
BASE Elevation
5,750 ft
Village Elevation
8,175 ft
Vertical RISE
3,400 ft
Total Acreage
2,054 acres
Snowmaking
Home to the largest
snowmaking system in the
world, operating both Bald
and Dollar Mountain.
13
Exclusive Snow Conference Guided Tours & boardercross challenge options
X
r
e
d
r
Boa
n
e Is O
c
a
R
e
Th
Sun Valley BoarderCross Challenge
Race against your rival and
see who has the bragging
rights. The Sun Valley
Boarder Cross will be set up
to race up to four people
in a head-to-head grudge
match. Open from 11:00 am
to 1:00 pm on Wednesday
and Thursday.*
*Check out page 15 for more info on
how to win great prizes from SIA.
2013
TransWorld
Snow Conference
At Sun Valley
Sun Valley and the TransWorld
Snow Conference are back for
another great year. Bringing
back the Early Bird gondi load,
tours with the Sun Valley
representatives, and new this
year, the Boardercross
Challenge. Be sure to also check
out our Olympic-size 22-foot
halfpipe and slopestyle course.
d
r
i
B
y
l
Ear
013
ey 2
l
l
a
V
n
Su
Early bird gets the worm!
Early ups, load the gondi
at 8:15 am for first tracks.
14
Exclusive Snow Conference Guided Tours & boardercross challenge options
e
c
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e
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e
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o
C
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S
d
rl
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W
s
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i
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T
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A
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H
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O
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Sun Valle
TRANSWORLD SNOW CONFERENCE RETURNS
TO SUN VALLEY
On Hill Daily
EARLY UPS
Load gondi at 8:15 am with a Sun Valley
representative. Get the local tour.
Find all the secret spots.
BOARDERCROSS GRUDGE MATCH
Challenge your friends and see who has
the bragging rights to the Sun Valley
Olympic-size boardercross course.
TransWorld has returned to Sun Valley for the TransWorld
Snow Conference. We have brought back the on-hill tours
with our Sun Valley representatives. Early ups with local
athletes showing you all the secret spots is where to be in
the morning - don’t get caught sleeping in! We are also
incorporating a Boardercross Grudge Match. Compete
against your peers to see who has bragging rights at the
bar. Our Olympic-size Boardercross Course will be open
privately for you to shred as many laps as you can. Be sure
to check out our 22-foot halfpipe and slopestyle course
along with one of the best terrain parks in the Pacific
Northwest on Dollar Mountain. Sun Valley is going to be
poppin’!
15
BOARDERCROSS
GRUDGE MATCH
WED & THU @ DOLLAR MOUNTAIN
FASTEST TIME WINS A
CUSTOMIZED SNOW SPORTS
INSIDERS CONSUMER SURVEY.
GIVING YOU THE WHO, WHAT, WHEN, WHERE AND
WHY FROM SNOWBOARD CONSUMERS NATIONWIDE.
CHALLENGE YOUR FRIENDS AND SEE WHO HAS THE BRAGGING RIGHTS TO THE SUN
VALLEY OLYMPIC-SIZE BOARDERCROSS COURSE. THE SUN VALLEY BOARDERCROSS
WILL BE SET UP TO RACE UP TO FOUR PEOPLE IN A HEAD-TO-HEAD GRUDGE MATCH.
OPEN FROM 11:00 AM TO 1:00 PM ON WEDNESDAY AND THURSDAY.
THE BOARDERCROSS GRUDGE MATCH BEST TIME WINNER ANNOUNCED THURSDAY
EVENING AT THE SNOW CONFERENCE.
The fastest time winner will be contacted by SIA following the Snow Conference. Guidelines and restrictions apply.
For more information on SSI surveys and other SIA research check out Snowsports.org/research.
brought to you by
Shuttle map
SAGE ROAD
& PARKING LOT
HULEN
SAGE ROAD
N
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BR
AY
SV CLUB
GOLF/NORDIC SKI
To Galena
& Stanley
SUN VALLEY ROAD
& OLD DOLLAR
O
THE FIELDS &
FOUR SEASONS WAY
IN
G
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A
D
RE
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SUN VALLEY
RESORT
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BALDY CIRCLE
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Dollar Circle
(to Dollar/Elkhorn/Valley)
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AD
ATELIERS
75
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SOCKEYE
SQUARE
W AY
THE HIGHLANDS
SUMMIT CONDOS
VILLAGE DRIVE
& ELKHORN
K
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LIFT TOWER
LODGE
THE BLUFFS
ELKHORN SPRINGS
HIGH
WEST RIDGE
R
HO
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MORNINGSTAR ROAD
AD
MT VIEW GROCERY
PARKER
GULCH
WEYYAKIN
HARKER
CENTER
LANE RANCH
JU
N
IP
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R
D
LU
PI
ELKHORN
LIGHT
NE
JUNIPER RD
ELKHORN ROAD
RED ROUTE
TOWN STOP
TOWN STOP
(Serving both directions/
sides of street)
TRANSFER AND STOP
PARK & RIDE
ONE-WAY PORTION
OF ROUTE
NORDIC/BIKE PATH
LUPINE
BE
RANCH
LOWER
RANCH CLUBHOUSE
LL
BLUEBELL
M
BROADWAY
& HWY 75
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L
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UE
MAYLEAF
GOLD ROUTE
(Winter Peak Only)
SILVER ROUTE
(Winter Only)
SILVER EXPRESS &
DOLLAR MT. CONNECTOR
(Not Served Every Trip)
BRONZE ROUTE
(Winter Peak Only)
WINTER PEAK: 12/20/10 - 3/31/11
RUN
GREEN ROUTE
Seasonal Routes
H I G H W AY 7 5
BLUE ROUTE
ST. LUKES
HOSPITAL
BL
STARLIGHT
BROADWAY
Year Round Routes
SYRINGA
(SAGE HILL)
MORNINGSTAR & ELKHORN
(SUN POINTE)
RO
SERENADE
& 2ND AVE
AD
BONNE VIE
75
CHRISTOPHE
SERENA
OR
T
T
EE
EN
ER
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STR
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BLUE GROUSE
ELKHORN
1ST ST & MAIN ST
(ACROSS FROM
KENTWOOD LODGE)
IN
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STR
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TYROLEAN
KH
EL
INDIAN SPRINGS
T
ELKHORN ROAD
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3R
1ST
SKYLINE DRIVE
VILLAGE DRIVE
VILLAGE DRIVE
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2ND
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BIRD DR
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KETCHUM DRY GOODS &
ELEPHANT’S PERCH
T
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DOLLAR
BASE AREA
ICONOCLAST BOOKS
& LES SAISONS
3RD STREET
& 1ST AVE
R IV
RIVER RUN
BASE AREA
E
2N
SKI TEK
& CHILALI
EE
AV
STR
SV CITY HALL
STURTEVANTS
3RD STREET &
WASH AVE
3RD
LOWER VILLAGERS
& DOLLAR MEADOWS
AD
COMMUNITY SCHOOL
& SNOWCREEK
OUR LADY OF
THE SNOWS
CATHOLIC CHURCH
UE
T
RO
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AV
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STR
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WA
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6TH
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ET
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AR
BITTERROOT RD
IN G
7TH
10TH ST
& HWY 75
KNOB
HILL INN
BACKWOODS
& CLARION INN
SH
ST
8TH ST &
1st AVE
1ST
4TH
6TH ST
& 4TH AVE
T
LL
SP
Park
8TH
8TH ST
& 4TH AVE
8TH ST &
WARM SPRINGS
ol
Scho
WA
son
Atkin
EE
PAVILION &
ICE RINK
PARKING LOT
SUN
ay
ingw
Hem
TR
H S
MA
WARM SPRINGS
BASE AREA
10T
AY
NE
PARKSIDE
& LEWIS ST
DO
ROA
LEWIS &
SV CAR WASH
CREEKSIDE ESTATES
HW
LA
ST
RO
Su
SV STOPLIGHT/
SADDLE ROAD
H IG
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BO
LE
D
IV E
NE
CA
NORTHWOOD
& LEWIS
DD
L
LE
R
YD
IWA
YMCA
SA
NORTHWOOD &
LINDSAY
ET
R
E
DL
D
SA
WARM SPRINGS
& SADDLE
(YMCA)
T
THUNDER SPRING
S
RIVER RUN DR
RO
AD
O
IR
R
E CANYON RUN
D
FA
P
BALD MT. WARM
ROAD
SPRINGS
RANCH
SK
JA
PI
E
RE
SADDLE & HWY 75
SADDLE RD &
LEWIS STREET
S
LIMELIGHT
ASPEN DR
JANE’S
LANE
W CANYON RUN
D
ge
D
M
IRENE ST
SKIWAY DR
4-WAY STOP
ROA
R
NGS
A
RI
M SP
WA R
SAGE RD
W
HILLSIDE
BELMONT
L
Vil
la
WANDERERS WAY
AY
H IG
HW
THISTLE
AD
NT
I
PA
75
N WAY
HULE
SYRINGA
MEADOWS
WINTER ONLY: Ski Season Open
to Ski Season Close
17
Sun Valley Breakfast & Lunch Dining Options
Sun Valley Breakfast & Lunch dining Options
Mountain Dining
Dollar Lodge
Breakfast-Variety of Breakfast Items
Lunch- Soups, Salads, & Entrees
8am-3pm
River Run Lodge
Village Dining
Located in the Sun Valley Lodge
Gretchen’s
Breakfast- Full Breakfast Menu
Lunch- Soups, Salads, variety of Entrees
7am-10pm
Breakfast- Variety of Breakfast Items
Lunch- Salad Bar, Soup, Wok & Pizza
Lodge Dining Room Sunday Brunch
8am-3pm
10am-2pm
Warm Springs Lodge
Located in the Sun Valley Village
Breakfast - Variety of Breakfast Items
Lunch- Soup and Potato Bar, Grill Station,
Pizza Station, Carving Station
Konditorei / Deli
8am-3pm
Roundhouse
Lunch- Soup, Salads and Entrees.
11am-4pm
$26.95 adults / $18.95 children
Breakfast- Selection of Continental and
Hot Breakfast Items
Lunch- fresh made sandwiches, soup and a
variety of beverages and snacks
Konditorei 7am-6pm
Deli 8am-6pm
Off Property
Lookout
Variety of Snacks, Soups and Beverages
11am-2:30pm
Sun Valley Clubhouse
Soups, Salads and a variety of Entrees
11am-3pm
For complete menu’s please visit our website www.sunvalley.com
*NOTE: $15 CREDIT PER MEAL/PER DAY ON SUN VALLEY CARD
18
Conference Topics
& Speaker Bios
19
About the Speaker
Tuesday, March 12, 2013
8:00 p.m.
What’s Next?
Doug Palladini
Vice President of Global Marketing
Vans
Drawing on a diverse career in action
sports and youth culture spanning
nearly a quarter century, Palladini will
take a look at the evolution of snowboarding to its current state and lay
out a vision for the future of the sport
and how we can chart a course that
is relevant, vibrant, and true to its
heritage.
BIO
Doug Palladini, Vans’ Vice President of Global Marketing, is a snowboard industry veteran
with almost 25 years of media, brand, and marketing experience in action sports and youth
culture. Shortly after graduating from San Diego State University with a degree in journalism, Doug became the first employee of Snowboarder Magazine, and over the next 12 years
went onto lead what was then Surfer Publications group of action sports magazines, including serving as Publisher of Surfer, Snowboarder, and Skateboarder, as well as Group Publisher
of Powder and Bike. Doug was the founder of Cynic, an action sports and youth culture
marketing agency built within advertising agency DGWB, where he served as a director and
co-founder of Swell.com, a surf e-commerce and catalog retailer. At Vans, Doug has been part
of a leadership team that for almost nine years has grown Vans into action sports and youth
culture’s largest global brand, sold in more than 170 countries. Doug also serves as the
President of the Surf Industry Manufacturer’s Association, the surf industry’s trade association, and is on the events council of the Association of Surfing Professionals.
20
About the Speaker
Wednesday, March 13, 2013
2:00 p.m.
SIA State Of The Snowboard Market—Sales Trends,
Demographic Shifts, And the future
Kelly Davis
Director Of Research
SnowSports Industries America (SIA)
SIA has tracked retail sales and participation in snowboarding for 20 years.
Today they keep a close eye on retail
sales, wholesale sales and orders, participation, and consumer trends in the
snowboard category. These studies let
them see, within a reasonable margin of error, what is happening in the
category, and the analysis of all that
data provides a solid idea of why those
things are happening.
The State of the Market presentation is
a 30,000-foot view of the snowsports
market. It includes a dynamic collection of topline highlights in the snowboard market including snowboard
equipment and apparel retail sales
trends, participation trends, and overall
consumer trends that are having or
could have an impact on snowboarding. The impacts Kelly Davis and her team uncover in their analysis of the data
helps define barriers to growth in sales and participation, and more importantly,
potential solutions that may move the market over those barriers.
BIO
In May 2006, Kelly accepted the Director of Research position at SnowSports Industries
America, the job that allowed her to combine her passion for snowsports with her professional skill set. Kelly is a mathematician with 20 years of experience in research and intelligence gathering. Her career has taken her from the National Institute of Standards and
Technology where she built economic models used by the manufacturing industry, to New
York City where she was the Chief Operating Officer for an Internet-based strategic marketing company. She developed and patented systems that help intelligence analysts organize
and analyze the value of information, and started her own research company specializing in
competitive intelligence work. Kelly rides and skis in the winter and participates in triathlon, adventure racing, and mountain biking during the long months without snow.
21
About the Speaker
Wednesday, March 12, 2013
3:00 p.m.
The Economic Horizon & Its Impact On Snowboarding
Peter Philips, PhD
Professor of Economics
University of Utah
After a morning of shredding pow, we’ll hear from the
smartest guy in the room. If you made it to the conference
for the past three years, you’ll know this statement is legit.
Dr. Philips, an esteemed academian who also serves as a
park ranger at Grand Teton National Park in the summer,
will provide a broad view of the economic landscape, where
the snowboarding industry sits in it, and how we can best
position ourselves to take advantage of macroeconomic
trends.
BIO
Peter Philips is Professor of Economics and former Chair of the
Economics Department. He received his BA from Pomona College
and his MA and PhD from Stanford University. He began teaching at
the University of Utah in 1978. Philips is a labor economist specializing on the construction labor market. He has ancillary interests
in econometrics and American economic history focusing on the
labor market. His current research interests include construction
labor market regulations, construction safety, women and minority
employment in construction, construction apprenticeship programs,
project labor agreements, bidding procedures on construction projects, and health insurance for construction workers. Additionally,
Philips does some sideline research on the racial composition of the
National Basketball Association and the competition between white
women and Chinese men in the Post Gold Rush California labor market. Philips has over 50 academic books and
articles published on these and related topics.
Philips is an accomplished teacher having won many awards for his teaching and guidance of graduate students.
These awards include the University of Utah, College of Social and Behavioral Sciences, Superior Teacher Award
(1982), the University of Utah, College of Social and Behavioral Sciences, Dean’s Research Fellow (1985 and 1988),
University of Utah, John R. Park Teacher’s Fellowship (1988), University of Utah, Lowell Bennion University Distinguished Service Professor (1992-93), University of Utah, Presidential Teaching Scholar (1993), Nominee, Student
Choice Teaching Award, Academic Affairs Board of the Associated Students of the University of Utah, 2004 and the
University of Utah, Graduate Student & Postdoctoral Scholar Distinguished Mentor, 2007.
Philips has testified numerous times before legislative bodies regarding various labor market regulations in the construction industry. Philips also was the only economist on the National Academies committee of experts evaluating
the National Institute of Occupational Safety and Health (NIOSH) construction safety research program.
In the summer of 2011, Professor Peter Philips released a preliminary report, “Should Green Jobs Be Outsourced?,”
which analyzed a proposal by Sempra Energy to build a 1250MW electrical transmission line from Mexico to the
Southern California electrical grid in order to import wind farm electricity from Mexico to the San Diego area. The
alternative would be to build solar farms in Imperial Valley, the California county with the highest level of unemployment in the state. Philips concluded that the Sempra proposal would cost as much as 15,000 jobs in Imperial County
and California plus surrounding states. This research received considerable public and political attention including resolutions in the California Senate and Assembly against the Sempra proposal. The final report was finished in
August 2012, and in the Fall of 2012, the Department of Energy responding in part to the employment costs of the
proposal, granted Sempra the right to build a scaled-back 400MW transmission line across the border.
Philips is married to Jean Reagan, a children’s book author, and has a grown daughter, Jane. Philips’ son, John,
passed away in 2005. In the summertime, Philips and his wife are voluntary backcountry rangers in the Grand Teton
National Park.
22
About the Speaker
Wednesday, March 12, 2013
4:15 p.m.
China Rising: Breaking Into Snowboarding’s Next Frontier
Miriam Deller
Director
Core Power Asia
China’s unique environment provides a
myriad of challenges, opportunities, and
unrivaled possibilities to further expand
the global outreach of the snowboard
industry.
Economically developed regions and
lager cities in China bare the best
breeding grounds for conscious brand
developments and introductions and
effective operations in the market. The
sharp thinking of domestic businesses
seem to have interesting prospects, yet
the undeniable existence of the distribution of backdoor and counterfeit products call for determined brand building
and long-term outlooks.
Hear from Miriam Deller’s firsthand insights on how you can utilize the assets
of your companies in the Chinese market, as she brings a decade of experience
in the industry in China to the table.
BIO
Miriam Hanna Deller is a tireless entrepreneur, a person
who creates and is most satisfied with work that lasts. Her
extensive background in advertsing, media, sports, fashion,
and sinology make her a valuable asset to any investment,
research or expansion in the Greater China area. Her
expertise in communication, strategic branding and event
management combined with year long experience in the
China market and overseas make her a natural choice for
overseeing all ventures concerning lifestyle, sports, the arts
and luxury traveling at her agency Core Power Asia.
Miriam has successfully managed some of the largest
snowboard events in China to date, initiated and built
the two most successful boardsports events in China,
World Snowboard Day and Skate Deck Art, handled every
detail of numerous fine art openings and fashion shows,
facilitated a range of high profile collaborations and business ventures and works with the most popular athletes,
artists, and entertainers around the world.
She is a regular contributor to a diverse range of print and
online publications in sports, fashion, design, and travel.
Her outgoing and friendly personality combined with
her natural talent to connect people and businesses, have
created a unique, personal and ever growing network of
professional like-minded individuals.
Prior to joining Core Power Asia, Miriam has worked in
Fortune 500 companies and agencies in the media and
retail industry. Her varied educational background in
Sinology, Marketing, PR, Integrated Communications and
Branding, Journalism, Fine Arts and Fashion ensures a
deep understanding of all aspects of brand communications, creative consulting, market entry solutions, retail
advisory, talent management and photo/ film productions.
Miriam is originally from a small town in the Austrian
Alps and now lives with her husband and son in Beijing.
They love to travel together and seek adventures around
the globe.
When they are not working or traveling, you can track
them down somewhere in China taking a turn on the
slopes or riding a wave!
23
Debate/Discussion
Wednesday, March 13, 2013
5:15 p.m.
Debate/Discussion: Has Snowboarding Really Lost Its Edge?
Moderator: Mike Lewis, Editor in Chief, TransWorld Business
RRC’s Nate Fristoe and SIA’s Kelly Davis sit down to discuss participation numbers and trends, communicating with mainstream media, self-fulfilling prophecies, and ways to increase participation.
Following the publication of a lopsided report by the New York Times asking if
snowboarding had lost its edge, become uncool, and was on the decline; a rash
of media jumped on the bandwagon spurring worried responses from nonendemic sponsors and nervous discussions reverberated on chat rooms and
through the halls of the recent round trade shows.
To get a better understanding of the reprecusions of this story and where we’re
truly at in snowboarding’s life cycle, the 2013 TransWorld Snow Conference will
host a debate-versation between two of the industries leading researchers and
spokespeople in an effort to develop better metrics, consistent messaging to
mainstream media, and most importantly, how we can use data to design a better future for snowboarding.
BIOs
Nate Fristoe, Director of
Operations, RRC Associates
Nate Fristoe is a Director at RRC Associates with
over 10 of experience in market research. Nate has
pioneered the development of a variety of consumer travel and leisure research techniques for
resorts across North America. These methods have
most significantly been applied to develop longrange strategic growth plans for the snowsports
industries in the U.S. and Canada. In addition,
Fristoe has extensive research experience in the
fields of customer satisfaction, publishing, analysis
of consumer trends, and real estate. He has been a
featured speaker and panelist at many national and
regional conferences and seminars. Fristoe did his
undergraduate work at Washington University and
graduate work at Georgia Tech.
Kelly Davis, director of research, SIA
In May 2006, Kelly accepted the Director of Research position at
SnowSports Industries America, the job that allowed her to combine her
passion for snowsports with her professional skill set. Kelly is a mathematician with 20 years of experience in research and intelligence gathering. Her
career has taken her from the National Institute of Standards and Technology where she built economic models used by the manufacturing industry,
to New York City where she was the Chief Operating Officer for an Internetbased strategic marketing company. She developed and patented systems
that help intelligence analysts organize and analyze the value of information, and started her own research company specializing in competitive
intelligence work. Kelly rides and skis in the winter and participates in
triathlon, adventure racing, and mountain biking during the long months
without snow.
24
Lighting Round 1
Thursday, March 14, 2013
2:00 p.m.
Rolling up our sleeves: Big Issues & Big Ideas (Part I)
Growing The Pond: Increasing Participation, Conversion, And Retention
Day 2 will focus on rolling up our sleeves and discussing some of the large issues
facing snowboarding how people are confronting them.
The first session will focus on increasing participation, conversion, and retention
and explore some innovative ways these issues are currently being tackled.
Lightning Round 1
Partnering With Learn To Ski And Snowboard Month
(LSSM) & Bring A Friend (BAF)
RAELENE DAVIS
Marketing Director
Ski Utah & Chair, BAF and LSSM
Launched in 2008, LSSM now hosts programs designed to
increase snowsports participation at more than 300 resorts
in 33 states, offering special learning programs, prizes, and
discounts to skiers and snowboarders throughout January.
These turnkey programs have achieved increasingly impressive results each season along with a great deal of resort,
media, and government sport—many governors have even
proclaimed January “Learn To Ski And Snowboard Month.”
MARY JO TARALLO
Executive Director
BAF and LSSM
While the efforts have gotten tens of thousands of new
people on snow, the results have been heavily skewed on the
skiing side.
Raelen and Mary Jo will share the outcomes of this January’s LSSM and discuss ways that the snowboard community can get more involved and tailor LSSM’s message and
marketing in a way that will resonate with riders, retailers,
reps, and resorts.
25
Panel Discussion
Thursday, March 14, 2013
2:00 p.m.
Rolling up our sleeves: Big Issues & Big Ideas (Part I)
Growing The Pond: Increasing Participation, Conversion, And Retention
Panel Discussion: Off-Snow Parks & Feeder Programs—
Collaborating To Increase Conversion
Moderator: Nick Hamilton, Content Director, Transworld Snowboarding
Terrain-based education has become one of the hottest
topics in ski and snowboard schools and the industry for a
reason—it works. However, its one main drawback is that it
isn’t democratic. To date, most programs are only available
at resorts and can only be implemented with a significant
investment of time, space, resources, and money from
often-conservative resorts.
But a new movement is taking place to bring terrain-based
education programs to where people actually live—allowing organizations, shops, brands, and resorts to all work
together to get people to try the sport, to feed them to
resorts, and to convert them into life-long snowboarders.
From the plains of Texas, to the heart of the Mile High City,
and even the Big Apple, new parks, and more importantly
ideas, are helping people get their foot in snowboarding’s
door, and strapping them in for life.
Panelist Bios
JEFF BOLIBA
VP of Global Resorts
Burton Snowboards
Jeff has worked at Burton snowboards for 12 years. He oversees
the Experience Snowboarding
Business Unit at Burton and has
been snowboarding for 26 years.
Before coming to Burton, Jeff
built the snowboarding programs at Park City Mountain when they
first opened to snowboarding until he left to take the job at Burton
in 2000. Boliba has spent his time building the resort products and
programs globally at Burton. Resort programs like “Burton Snowboard
Academy,” “The Stash,” “The Burton Star Wars Experience,” Kids
LTR & Riglet Parks,” and “Smart Style” are examples of his foresight to
progress the sport. Boliba has pushed hard to evolve kids’ learning gear,
terrain-based teaching and coaching that are paving the way for kids to
stand sideways from the start.
Boliba has worked with the snowsports industry to help with snowboard education, coaching, retention, and freestyle terrain. He is
currently on the NSAA Education Committee and Terrain Park
Task Force. He is on the Chill Foundation Board of Directors and is a
snowboarding, baseball and volleyball coach with children’s specialist
accreditations.
In 2004 he received a Sammy future leadership award, which honors
those in the wintersports industry, whose strong innovative leadership,
demonstrated at mid-career, shows exciting promise for even more
accomplishments and leadership in the future.
He has a wife Amanda and three kids Jeffrey (13), Jacob (11) and
Chloe (8).
JOE HESSION
Founder
Hession Design
Joe Hession currently works as
a Terrain-Based Teaching consultant based in Vail, Colorado.
Prior to establishing his consulting firm, Hession Design, he
worked at New Jersey’s Mountain Creek for 18 years. As the
resort’s director of south operations in 2006, he led the effort
to develop one of the countries
first all-mountain terrain parks,
and later served as vice president and general manager from
2010-2012. In conjunction with
Burton Snowboards, Hession
redeveloped Mountain Creek’s
learning programs resulting in a
48% increase in “first-visit” conversion during winter 2011/2012.
BOB HOLME
Youth Marketing
Manager
Terrain Park and Bike
Park Operations
Manager
Winter Park Resort
Bob is the Terrain Park, Bike Park,
and Youth Marketing Manager,
as well as the General Manager
of Colorado Freeride Festival at
Winter Park Resort. Bob combines
athletic experience as a two-time
Olympian in ski jumping, marketing and finance degrees, 18 years
of sports marketing experience,
and 25 years of snowboarding into
a unique set of responsibilities for
the resort. Bob oversees the conception, design, philosophy, and
branding behind Winter Park’s six
terrain parks, as well as the resort’s
other action sports products. In
2007, Bob founded Ruby Hill Rail
Yard, an inner-city urban terrain
park in Denver, Colorado – the first
of its kind. Bob is also a member of
the NSAA Terrain Park Task Force.
26
Lighting Round 2
Thursday, March 14, 2013
3:00 p.m.
Rolling up our sleeves: Big Issues & Big Ideas (Part 2)
Adapting to chancing Cycles
Lightning Round 2
Finding Snowboarding’s Voice On Climate Change
CHRIS STEINKAMP
Executive Director
Protect Our Winters
CHRISTIAN KNAPP
VP of Marketing
Aspen Snowmass
The vagaries of nature have always
been one of the biggest challenges
of the snowsports industry, but
shifting, erratic weather patterns are
becoming the new norm and will
continue to make our businesses
increasingly difficult to plan. This
affects everyone in the room’s pas-
sions, wallets, and customers.
To kick off this discussion of changing
cycles, Chris and Christian will discuss
the power of a cohesive message
about climate change and leveraging
snowboarding’s influence on riders,
legislators, and society at large.
27
Panel Discussion
Thursday, March 13, 2013
3:00 p.m.
Rolling up our sleeves: Big Issues & Big Ideas (Part 2)
Adapting to cycles
Panel Discussion: Realigning The Buying Cycle
JARED BEVENS
Director Action Sports Footwear & Equipment
Vans
JAY MOORE
Owner
World Boards
DENNIS NAZARI
Owner
Salty Peaks BRAD STEWARD
President
A2, Amer Action Sports
Moderator: Mike Lewis, Editor in Chief, TransWorld Business
While we can’t impact the snow cycle
in the short term, we can look at better
aligning our industry-made cycles with
snowfall. Although the best conditions
don’t arrive until well after Christmas,
product hits shops in some cases by
May and the sale racks as early as
January 1.
The consumer has been trained to expect these discounts and full-pop sales
are as common as watching movies
on Betamax. The current sales cycle
is part of a circle of conscious decisions in the supply chain that leaves a
huge amount of money for shops and
brands on the table, money that could
be spent marketing the sport and
increasing participation.
We’re all to blame for this. The media starts hyping the season in July and wraps up its production by
January. Shops get scared and go off price like dominoes to avoid carryover. Brands escalate the delivery arms race earlier and earlier to beat competitors to market. And nobody wins.
This panel will examine the pros, cons, and reasons behind the status quo, the risks and rewards of
pushing things back by 30 to 60 days, and the feasibility of actually making this happen.
28
About the speaker
Thursday, March 14, 2013
4:15 p.m.
Are You Future-Market Ready
Andrea Kates
Founder of The Business Genome Project
And Best Selling Author
Business today has
to master a new
skill—the ability to
move beyond the
speed of change. It’s
time for a complete
re-boot, exchanging tools like SWOT
analysis for the
ability to spot trends
on the horizon, and
learning to read the
tea leaves of tomorrow through the
innovations of other
industries, today.
It’s the toolkit that
shows Nikon to
rethink their competition as more than simply Canon and
Sony and see the emergence of Instagram as an opportunity for growth. It’s the approach taken by Sharp HealthCare
that inspired them to study Disney and the Ritz-Carlton as
a path toward winning the Baldrige Award (not only other
healthcare organizations).
Master the components of “trendification”–the most important skill for every business leader to master in today’s
competitive environment. Using examples from industries
including active sports, high tech, hospitality, healthcare,
manufacturing, financial services as well as innovative entrepreneurial companies, Andrea provides a new playbook and
hands-on experience with the toolkit to help you chart your
organization’s next move covering these topics:
• Tap into trends from the social media sphere (move beyond reading “echoes” to reading real-time information)
• Read trends in big data (move from insight to foresight)
• Cross-industry trends that show early signs of opportunities (move from silo-ed thinking to a periscope view)
• Five skills to instill in your team today that will make your
organization more competitive, spot trends on the horizon,
and uncover untapped revenue opportunities (move from
theoretical to engaged)
• The “Next” Dashboard: link trends to metrics (move from
rear view mirrors and static information to responsive, adaptive, innovative, interactive, action-oriented data tracking)
WHAT ANDREA TALKS ABOUT:
INTENDED OUTCOMES
How can you move faster than the speed of change? What
are the ways to read signs of change in time to lead our
teams and our organizations?
Practical insights you can use right away to shift from conventional tools like the SWOT analysis to more dynamic skills
like “trendification,” “customerization,” and cross-industry
insight integration. Everyone receives a copy of the Business
Genome strategy tool, with an emphasis on the new world
of trends, brands, and market leadership. You learn how to
apply the Find Your Next process to your own organization
so that you’re equipped to lead your teams toward growth
starting first thing Monday morning.
What is the difference between a consumer fad and a
customer opportunity?
What should be on your dashboard today to move beyond
the speed of change?
BIO
Andrea Kates is the founder of the Business Genome® project and author of the bestselling business innovation book, Find Your Next: Using
the Business Genome Approach to Find Your Company’s Next Competitive Edge (McGraw-Hill).
As a business strategist, facilitator, and speaker, Andrea has led more than 250 strategic business initiatives for global corporations, entrepreneurs, and organizations including Royal Dutch Shell (Asia-Pacific), Audi, Allstate, Continental Airlines, GM/OnStar, Hewlett-Packard,
JP Morgan Chase, KPMG, the Susan G. Komen Foundation, the Houston Texans (NFL), Humana, and P.F. Chang’s. Find Your Next was based
on her original research with top leaders of rapidly growing companies including GE ecomagination, IndieGoGo, LunaTik, Autodesk, Cisco,
Hyatt Hotels and Resorts, Johnson & Johnson and Sharp Healthcare. Find Your Next reveals the keys to a revolutionary model of business
innovation that has the capacity to change business as we know it.
Known to many as the next generation’s “brand whisperer,” Andrea created the Business Genome® project to help companies adapt to a
rapidly-changing global business environment and to gain a competitive advantage by discovering cross-industry opportunities for innovation. Her hallmark CoLabs immerse organizations in the hands-on application of cross-industry insights.
Andrea is a member of the TED (Technology, Entertainment, Design) community and featured 2012 TED speaker (short talk).
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Workshop and Discussion
Thursday, March 13, 2013
5:15 p.m.
Workshop & Discussion: Finding your next
Moderator:
Andrea Kates, Founder of The Business Genome Project
And Best Selling Author
Following Andrea’s presentation focusing on how to apply cross-market examples
and solutions to see the future of your business and the snowboard industry as a
whole, we will dive into her patented Business Genome tool suite for some disruptive thinking on the state of the sport and the industry.
The exercise, which will equip you to apply these tools at your own business, will
use two main methods to create out of the box ideas that have been tested and
led to the growth of companies such as Lollapalooza, P.F. Chang’s, OnStar, KPMG,
Hyatt Hotels, and more.
The workshop will focus on using two strategies to distill the essence of your brand
and create a straight line to competitive advantage and better story telling:
Find Your Next: Identifying Opportunities
You will be introduced to tools that address the new realities of the changing business environment. Presented as CoLabs– collaborative laboratories – with realworld focus on cross industry insights, key trends that impact your business, your
customers’ experience, and long-term brand loyalty.
Market Insight Immersion: Rethink Competitive Advantage
Look at competitors more strategically. Discover emerging markets where you can
establish a beachhead. Decode your world of customers. Understand the dynamics
of your market and craft a strong position for the future.
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Stats, Trends
& Articles
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Stats, Trends & Articles
Digital Links to Transworld Business
Stats, Trends & Articles
BURTON US OPEN NON-ENDEMIC SPONSORS DISCUSS THE IMPORTANCE OF SNOWBOARDING
Click Here
WSF ANNOUNCES AFFILIATED MEMBERSHIP APPROVAL OF NATIONAL SNOWBOARD ASSOCIATION IN CHINA
Click Here
SNOWBOARD GEAR SALES DROP 17% THROUGH DECEMBER
Click Here
JAKE BURTON SPEAKS UP FOR SNOWBOARDING’S FUTURE
Click Here
More from TransWorld Business Winter 2012 Issue
Click Here
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Conference Sponsors
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photo credits: Burton-Dean Blotto Gray BlottoPhotto; CSCUSA-Wolf Creek; and Quiksilver
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YOUR ALL ACCESS PASS TO THE SNOWBOARD INDUSTRY
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photo credits: Abe Blair courtesy of Patagonia and Burton-Alexis Roland BlottoPhotto
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SNOWSPORTS INDUSTRIES AMERICA
Celebrating our 60th Anniversary next year, SIA is the national non-profit, member-owned trade association that represents
the suppliers and service providers of consumer snow sports. With our constituents of retailers, reps and resorts, we work
collectively with our members and the entire industry to further the development and growth of snow sports; move more
product and get more people on snow more often.
Snowsports.org
SIA SNOW SHOW & ON-SNOW DEMO/SKI-RIDE FEST
For more than 55 years, SIA has produced the non-profit and member-owned Snow Show. In six days, the Snow Show,
Sourcing Snow and On-Snow Demo bring together the industry to check out, do business, get social and find the latest
innovations and trends on and off the snow. The revenue generated at the SIA Show goes directly to support snow sports
through consumer programs and initiatives.
SIAsnowshow.com
SIA RESEARCH
SIA Research is the source for snow sports industry statistics and data specifc to snowboard and other categories covering
all aspects from participation and demographics to orders and retail sales, as well as, consumer trends and customized
data. As a membership organization, your dues help subsidize this exclusive research making the data available for free,
or at significantly reduced pricing.
Snowsports.org/research
CONSUMER OUTREACH
Increasing participation is one of the most important things we can do to ensure the continued growth of our industry. A
percentage of SIA’s member dues go towards supporting consumer programs and retailer initiatives to encourage more
people to get on snow more often. Including: Snowlink.com, World Snowboard Day, Learn to Ski & Snowboard Month,
Winter Trails, Ship Your Gear, and more.
Snowsports.org/consumer
generated at BeQRious.com
Get Connected with Us
Snowsports.org/social
SNOWSPORTS INDUSTRIES AMERICA
Washington, DC Metro-Area | phone: 703-556-9020 | email: SIAmail@snowsports.org
trade sites: Snowsports.org, SIAsnowshow.com | consumer site: Snowlink.com
New sounds
New styles
Fall 2013
NEW SOUNDS
NEW STYLES
FALL 2013
For more info contact: sviscomi@hoodiebuddie.com
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SNOCRU is a free mobile app that connects you
to the mountains – on all levels.
SNOCRU is a pioneer of the ‘micro-social’
experience, delivering a highly customized social
lifestyle network for its users. Our app provides
real-time snow conditions plus the ability to
geo-locate, message and connect to other users
in proximity. A robust tracking feature allows
users to track their day on the hill while localized
categories for where to eat, sleep, party or shop
complete the app. Sharing your SNOCRU day or
moment on Facebook or Twitter is just a couple of
clicks away.
Founder – Ed Lewis
Mission
Continue to lead and progress the microsocial movement in the action sports mobile
space.
How?
SNOCRU is a stand alone app as well as an
iPhone/Android platform that can be scaled,
altered or customized for any business in action
sports. In addition, its 10,000 users have provided
critical information on what gear, clothes and
accessories they are wearing. As smartphone
adoption and mobile commerce become more
commonplace, the SNOCRU platform and its user
insights will become more relevant to all of action
sports. Future enhancements will include direct
brand links, the ability to tie brands to local shops
through proximity technology and m-commerce.
With a background in venture capital, travel and real estate development through his family-owned private equity
firm, Kensington Investments, Ed Lewis had a vision for an app that would do more (way more) than simply tell him
how much snow fell at his winter basecamp in Sundance, UT. His desire to combine passion with enterprise led him
on a two-year journey to create the SNOCRU platform.
sponsors
2013 TransWorld Snow Conference
Proudly Brought to You by:
ADDITIONAL SPONSORSHIP PROVIDED BY:
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