The conflicting choices between attending Outdoor Retailer or SnowSports Industries of America (SIA) trade show continue to be a question mark for retailers and exhibitors trying to get ahead of manufacturing, buying, and consumer cycles when it comes to winter sports. Many larger, former anchor brands of SIA have said that the show is simply too late, which is one reason for opting for Outdoor Retailer which takes place January 7-10, 2016 compared with SIA from January 27-30.
Obviously, SIA has taken note. Yesterday they announced that not only are they changing the dates of their show starting in 2017 to the first Tuesday of December, but they are making changes to their format overall. However as a recap, here’s our story from their last show.
SnowSports Industries America (SIA) today announces that the SIA Snow Show will be reinvented with an updated format and timeframe. Beginning in 2017, the opening date will be shifted to the first Tuesday of December to better align with the current state of the industry’s buying season. The Show will continue to be held at the Colorado Convention Center in Denver, Colorado.
“This decision was made with great care and consideration given to the evolving buy/sell cycle, and an eye on the future growth of the industry,” said Nick Sargent, SIA’s incoming president. “The Show’s purpose is to preview product in the best possible way for retailers to make educated and effective buying decisions when they place their orders at the appropriate time. We look forward to the benefits that this shift will provide to the snow sports community, including our retailers, reps, suppliers and the industry as a whole.”
SIA, the snow sports industry’s member-owned trade association, is currently planning on a three day format, with show hours spanning 8am to 8pm, from Tuesday through Thursday.
Bob Gundram, chair of SIA’s Board of Directors, and CEO of C3, explains that “this very important decision was made with extensive input from retailers, reps and suppliers, with the 2017 cycle being selected to offer all organizations involved enough time to adjust to the change.”
According to Mike Adams, VP and Commercial Director of Amer Sports, “this shift is being made to serve the industry better by placing the Show in a timeframe that allows for suppliers to be closer to their customers when buying decisions are being considered. It’s an imperative adjustment, especially in the softgoods and expanding hardgoods markets, and one that keeps the Show relevant to the evolving state of the business’ production, buying and consumer cycles.”
The upcoming Snow Show and On-Snow Demo is scheduled for Jan. 28 to Feb. 2, 2016 with its Industry + Intelligence education day on Jan. 27. The Jan. 2017 Snow Show and On-Snow Demo timing will remain consistent, spanning Jan. 25 to 31. The new scheduling will set in with the Dec. 5 to 7 Snow Show dates in 2017.
Following the 2016 Snow Show, SIA will organize individual product category task forces, comprised of retailers, reps, rep groups, buying groups, and suppliers, to outline the most efficient and effective format for the Show’s preview process, On-Snow Demo and the regional order wrap-up events that follow. The resulting discussions and recommendations will guide the future format of the Show and SIA’s commitment to reinventing the event and ensuring a smooth buy/sell cycle.