SIA to Shift Snow Show Date, Format in December 2017

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23 December 2015

Push to The Latest: No

SAM Magazine—Washington, D.C., Dec. 23, 2015—SnowSports Industries America (SIA) is reinventing the SIA Snow Show with an updated format, and shifting it nearly two months earlier. Starting in December 2017, opening day of the event will be the first Tuesday of December, and will follow a shortened, three-day schedule—reduced from the traditional four-day schedule. It will still be held in Denver at the Colorado Convention Center.

Organizers say the new date and format will better align with the current state of the industry's buying season. “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. “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.”

Bob Gundram, chair of SIA's board of directors and CEO of C3 said, “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, “It's an imperative adjustment, especially in the soft goods and expanding hard goods markets, and one that keeps the Show relevant to the evolving state of the business' production, buying and consumer cycles.”

The 2016 Snow Show and On-Snow Demo are scheduled for Jan. 28-Feb. 2, with the Industry + Intelligence education day on Jan. 27. The timing of the January 2017 Snow Show and On-Snow Demo will remain consistent, spanning Jan. 25-31. The new scheduling will kick in with the Dec. 5-7 Snow Show dates at the end of 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 and its associated events. The resulting discussions and recommendations will guide the future format of the Show, as well as SIA's commitment to reinventing the event in order to ensure a smooth buy/sell cycle.