User:Snowsportsindustries/SnowSports Industries America

17:20, 10 January 2011 (UTC)Snowsportsindustries (talk)

OVERVIEW:

SnowSports Industries America (SIA) is the national not-for-profit, North American, member-owned trade association representing suppliers of consumer snow sports products with constituents in the retailers, rep and resort communities. Established in 1954, SIA annually produces the SIA Snow Show as well as delivers invaluable data/research, support, marketing products, government affairs representation, services, programs, and consumer initiatives to competing suppliers and the industry trade who work together to further grow the snow sports market.

SIA works collectively with all components of the snow sports industry; the members - alpine, snowboard, AT, telemark, cross country, snowshoe, apparel and accessories companies, retailers, sales representatives (reps), resorts, regional rep associations, International, national and regional associations, and Buying Groups.

Guidance from these different sectors in the industry make SIA what it is today, an organization representative of suppliers, retailers and reps all with the goal of promoting the growth and development of snow sports. SIA works to achieve this goal by leveraging their members’ brands with the promotion of their products at the SIA Snow Show, in the media and through consumer outreach programs that are designed to get more people on snow more often and ensure that they are properly equipped and dressed to give them the best experience of snow sports.

FOUNDING:

SnowSports Industries America was established on December 10, 1954 as the association known as the National Ski Equipment and Clothing Association (NESCA) and was incorporated by 36 charter members. The NESCA was founded primarily because of the need for credit information, but ski wholesalers, despite their individualism and competitive positions, also recognized the need to organize as a unified industry.

In February, 1959, the Board of Directors of NSECA decided to organize another trade association, to be named Ski Industries America, to conduct its own trade shows for its own membership. The first independent Ski Industries America trade show was April 24-28, 1960 at the New York City Trade Show Building. With the principal purpose of buying and selling, officials also hoped the Show would serve as a meeting place for the exchange of ideas and the promotion of mutual understanding aimed toward furthering the involvement and development of the industry.

In February 1961, the first official office of Ski Industries America opened at 444 Madison Avenue, New York, NY, with the appointment of an Executive Director. In 1963, the association began conducting two shows a year, one in the East, New York, and one in the West, either in San Francisco, Las Angeles, or Las Vegas. Ski Industries America started giving more direct attention to the ski retailers during the sixties, after Ralph A. “Doc” Des Roches was appointed to the position of SIA Executive Vice president on July 1, 1963.

In 1976, Ski Industries America expanded its role in the ski industry with the appointment of a Marketing Director, with the overall job objective “to develop and implement programs which will increase the number of individuals who participate in the sport of skiing within the United States.” David Ingemie, SIA’s current President since 1981, was appointed to this position on November 1, 1976.

In 1986, two snowboard companies, Burton Snowboards and Avalanche, debuted their products at the annual SIA Trade Show in Las Vegas, NV, thus implementing the element of snowboard into the Show. Since then, the snowboard membership has grown to as many as 300 companies with an average of 100+ today.

In 1989, the United Ski Industries Association (USIA) was founded. This was a new nonprofit association, created by merging two existing organizations – National Ski Areas Association and Ski Industries America. Its purpose was to serve as the trade association for consumer ski product suppliers, ski area operators, and related ski business. In September 1991, it was decided in a Board of Directors meeting that USIA demerge and in 1993 SIA became its own organization again.

In 1997, SIA changed its name from Ski industries America to SnowSports Industries America (SIA) in an effort to better reflect an all-inclusive association that would represent all aspects of the industry.

After a 10 year research and focus group analysis, the SIA Show changed dates from March to January in 2002, to better serve the snow sports industry’s Buy/Sell Cycle and become the first snow sports trade show of the season.

In 2010, after 37 years in Las Vegas, SIA moved its annual trade show to Denver, CO. This move reflected the wants of the industry to bring the Show home to the mountains, where SIA could not only produce an annual Show but also hold the first national SIA On-Snow Demo, at Winter Park Resort and Devil’s Thumb Ranch, where buyers could then test the product they saw during the Show.

Throughout its history, SIA has worked closely with the vision to ensure long-term sustainability and growth of the North American snow sports industry. In today’s changing business and economic climate, SIA continues to produce the largest snow sports trade show globally and develop new programs, support and initiatives to strengthen the snow sports industry.

MEMBERSHIP:

SnowSports Industries America (SIA) membership is open to companies involved in winter snow sports, including manufacturers, distributors, suppliers, specialty retailers, and sales representatives in the industry. The Supporting membership is available to B2B service providers, marketing and advertising agencies, financial/investment/logistic institutions, consultants, designers, and other industry professionals who support the winter snow sports industry. Membership in SIA supports promoting awareness and participation in snow sports, which will result in increased sales of members’ products while providing exclusive benefit programs, services and research information that will assist members in improving their business operations. Membership allows access to the largest snow sports trade show, the SIA Snow Show.

TRADE SHOW:

The SIA Snow Show delivers the largest, most concentrated and authentic trade event in the snow sports industry globally. It is the first time all of the styles, technologies, innovations, culture and energy of snow sports are presented in one place. Close to 20,000 industry professionals meet to engage in business, networking opportunities, parties, brand events and seminars to feel the true essence of snow sports.

After the SIA Snow Show is over, the industry heads up to the mountains for the On-Snow Demo/Ski-Ride Fest at Winter Park Resort and Devil’s Thumb Ranch. In conjunction with Western Winter Sports Reps Association’s (WWSRA) Rocky Mountain Demo and in partnership with Cross Country Ski Areas Association (CCSAA), buyers and media can try out the latest gear for ski, snowboard, AT/tele, backcountry, cross country and snowshoe while all other attendees can get some time on the hill with the brands, reps and media.

RESEARCH:

SIA’s research reports provide supplier members and the industry with the information they need for strategic planning, market and competitive analysis, product development, pricing, P&L analysis, marketing campaign development, and forecasting. SIA research offerings include: retail sales by sales channel, wholesale sales and orders, cost of doing business and compensation benchmarking, consumer opinions and behavioral patterns, weather pattern analysis, snow sports participation, uniform and rentals trends including qualified sales leads, and overall market analysis in the Annual Snow Sports Market Intelligence Report. SIA members receive this data either free as a part of their membership or at a reduced rate.


 * Model For Success
 * Rental Equipment Survey
 * The Uniform Survey
 * Cost of Doing Business Survey
 * Compensation and Benefits Survey
 * The Snow Sports Consumer Panel – 6 reports
 * SIA Distribution Study
 * Growing the Snow Sports Industry
 * SIA Snow Sports Participation Report – 6 versions
 * SIA Snow Sports RetailTRAK Topline and Brand Share – 6 seasonal reports
 * Snow Sports Market Intelligence Report – 3 versions

GOVERNMENT AFFAIRS

SIA advocates for the continued growth of the snow sports industry by monitoring legislative and regulatory issues involving trade quotas, import/export legislation, taxes, product liability standards and testing. SIA has worked to eliminate quotas on most snow pants from China and the tariffs on ski, cross-country and snowboard boots. SIA reports legislative issues to help the industry understand the potential impact on their businesses and the importance of being involved.

PUBLIC RELATIONS:

SIA has developed an extensive public relations program with a main focus of increasing exposure of winter sports products with the end result of increased product sales. The overall public relations program has included several initiatives which foster relationships with large circulation consumer-based media outlets both within the trade and outside the industry. These have included: the Stratton Media event, the New York Summer Snowdown, press release campaigns, media solicitation programs for attendance at the SIA Show and more. In addition, annual outreach programs were developed to help deliver highlights from SIA's commissioned Model for Success research study examining purchasing and buying behaviors of snow sports consumers. SIA continues to develop innovative programs under the scope of public relations to help promote winter sports and the products.

CONSUMER INITIATIVES:

SIA’s consumer initiatives are structured to strengthen the snow sports market through valuable programs all designed to get more people on snow more often.

Snowlink Snowlink.com is a website that connects consumers, media and industry retailers and resorts to one another. Those who are new to the world of snow sports can find tips from the experts, and all the latest information they need to feel confident and prepared to hit the mountain. It is a resource for consumers looking to discover a new passion or for those looking to rediscover an old one. Snowlink.com provides the latest trends and styles on snow from SIA Member brands, and includes the Retail and Resort finder that links consumers to shops and resorts nationwide. They can see the latest news on their favorite athletes, brands and all things snow sports on the newsfeed; and the Snow Report always knows where the biggest snow is.

Winter Trails Winter Trails is a nationwide event offering children and adults the chance to try snowshoeing and cross country skiing for free, and to discover the great fitness and social benefits with these easy-to-learn winter sports. Winter Trails Day involves almost 100 resorts and Nordic Centers nationwide and gets 11,000 kids and adults on the snow each year.

Learn to Ski & Snowboard Month In 2008, SIA partnered with numerous industry organizations, including National Ski Areas Association, Professional Ski Instructors of America-American/Association of Snowboard Instructors, Colorado Ski Country USA, Ski Utah and the National Ski Patrol implement to form Learn to Ski & Snowboard Month. In January, during this industry-wide initiative, resorts and retailers offer special packages for those who want to learn to ski and/or snowboard. It’s also when SIA hosts its annual Winter Trails event offering free snowshoeing and/or cross country skiing at different areas nationwide.

Winter Feels Good Launched in 2003, the Winter Feels Good initiative is dedicated to teaching kids on the health, fitness and social benefits of snow sports. The program takes an educational approach to introduce elementary-age children to snow sports. The Winter Feels Good Program includes a variety of learning tools designed to engage kids and get them excited about snow sports.

Ship Your Gear As airline baggage fees increase, consumers have been forced to consider whether it’s worth the extra cost and hassle to fly with their gear. To help prevent the loss of future sales, SIA created the initiative, Ship You Gear, to educated consumers to ship their gear and avoid the high baggage fee. The Ship Your Gear program includes in-store marketing materials, talking points and tips to help retailers start the conversation and bring the program to life.