SAM Magazine—Denver, May 18, 2017—The board of directors of Snowsports Industries America (SIA) have unanimously approved the sale of the SIA Snow Show to Emerald Expositions, which runs the Outdoor Retailer (OR) Winter and Summer Markets, for $16.67 million. The sale must still be approved by SIA's 100 or so premium members, who have until May 24 to vote on the proposal.

If completed, the sale will achieve a long-sought goal of many SIA suppliers and show attendees: the consolidation of winter trade shows. Such a move would likely benefit all involved—retailers as well as suppliers and manufacturers. Fewer shows means less travel, exhibit, and buying expense.

Where would such a combined show take place? Emerald is moving Outdoor Retailer from Salt Lake City after its 2018 shows, in response to the outdoor industry's anger over the Utah government's position on public lands. The state has been trying to gain control of certain federal lands and open them to resource extraction. Emerald has reportedly narrowed the relocation to three finalists, including Denver. A final decision from Emerald could come within a month.

The sale, or a similar agreement, would be needed for OR to move to Denver. SIA recently extended its show agreement with Denver through 2030, and that agreement prohibits any competing shows from taking place in Denver in and around the SIA dates. Emerald and SIA have been in negotiations about a combined Denver show for months. In an article earlier this week in The Denver Post, SIA president Nick Sargent said, “Nothing is set in stone, but we are working through issues. … We are trying to do what is right for the industry and be as responsible as we can with our conversations.”

Sargent and other SIA staff declined to comment on this report. SIA members and attendees contacted by SAM have been positive. “This is a great deal,” said one.

Assuming SIA membership approves the deal, there are benefits beyond simply reducing the overall number of trade shows. SIA will have a seat on the show planning committee, giving it some input on show details and direction. It has also negotiated a reduced rate for booth space for the first three years of the deal, and will receive a small percentage of the show revenue if the combined show thrives.

Also on the plus side, the sale will give SIA the means to expand services to members and to the winter sports industry overall, including research, education, consumer outreach, and retail support. Market development, for both winter sports overall and its members in particular, will be a key goal. SIA will remain in control of its relationships and roles with rep groups and their regional shows and on-snow demos.

However, long term, SIA will cede most of its control over the show to Emerald. SIA will have little say on pricing, location, and show dates. Emerald is a for-profit company, and it recently went public, a move that puts greater emphasis on profits. That could make the show less member-friendly over time—or more responsive to the needs of its customers.

One potential change: a split into two shows, one in November featuring major outdoor and winter sports suppliers, primarily apparel, with long lead times, and a second in January (or even February) for everyone else with shorter lead times. Emerald and OR have already planned to hold OR winter shows in November 2018 and January 2019 to suit these needs.

• Previous
  Winter Concludes with Occupancy Down Slightly in the West, Revenues Up
• Next
  Mountain Creek Files for Bankruptcy