Burton’s events have become a cross between competition and exciting entertainment.

Many brands are moving in new directions when it comes to telling the story of their latest collections, particularly when it comes to showcasing at trade shows. As trade shows themselves evolve into more festival-like experiences (i.e. Bread & Butter, Agenda), so too have exhibitors begun creating more experiential programs to illustrate 3-dimensional characteristics of the lifestyle of their brands.

On November 3, 2014, Burton announced a new approach to the upcoming trade show season around SIA in Denver, January 28-February 1, 2015. For their main collection of boards, boots, bindings, and apparel, Burton will host a 3-day activation at Denver’s City Hall, including live music, refreshments, and unique collection showings.

This is actually from Outdoor Retailer of the Burton booth last year in Salt Lake City.

Here’s more:
This January in Denver, Burton Snowboards is changing the game during the industry’s largest trade show with a new approach to product and brand activations both on and off the SIA Snow Show floor.

First up, at the SIA Snow Show, Burton will have three distinct booths. The first will showcase Burton’s industry-leading Learn To Ride and Resort offerings, including the revolutionary Riglet products and programs that get kids riding as soon as they can walk. In addition, Burton will dedicate a booth exclusively to the 2016 anon. line of goggles, helmets and accessories. Finally, Chill, the non-profit youth development program founded by Burton owners Jake and Donna Carpenter, will also be at SIA where attendees can learn about how Chill changes lives through snowboarding.

Off the trade show floor, Burton is pioneering a completely new experience that will bring the 2016 Burton product collection and brand stories to life in an inspiring activation at City Hall, Denver’s best live music and events venue. From January 28th-31st, Burton will transform City Hall into an authentic brand experience where retailers can enjoy three days of winter 2016 collection showings, around-the-clock hospitality, entertainment and more.

“At Burton, we’re always challenging ourselves to look at things differently, to take a new approach, to innovate – whether it’s with our products, marketing or activations,” said Sasha Dietschi-Cooper, SVP of North American Sales. “So this year at SIA, we’re going to service our retail partners in a whole new way with an elevated presence in Denver. From ramping up the scope of product and brand stories we can show to increasing the flexibility of when dealers can view the line, our intention is to better service and inspire our retailers.”

Kicking things off in Denver, Burton will host an industry-wide party at City Hall on Wednesday, January 28th to welcome all retailers, industry friends and media to celebrate winter 2016 and get a sneak peek at all Burton has to offer. Then, the next morning at City Hall, Burton will kick-off product showings and appointments starting at 7:00am through Saturday, January 31st. Finally, the company will play a larger role than ever at the SIA On-Snow Demo from February 2nd-3rd at Copper Mountain where retailers can test ride Burton’s best-in-class 2016 snowboards, boots and bindings.