SIA Day_3

Colorado Convention Center - denver, Colorado, USa

Official PublicatiOn Sia SnOwSPOrtS ShOw by the PubliSher Of Ski PreSS uSa

DAY 3

FASHIONTrends for The Ages diAlin Cold WeATher CulTure

HELMETSMoney on My MindhoW sAfeTy = sAles

HOT PRODUCTSAppArel’s eArly reTurnsseT fAshion sTAndArds

4 FOR THE FUTUREdeeper W/JereMy Jones on poW& his neW snoWboArd brAnd

FIND NEW STYLES FROM THE FASHION LOUNGE, BOOTH 1164.

The Snowsports Product Cycle

What EvEryonE nEEds to KnoW about rEps

Jobs, noW AT The shMooZA pAlooZA TodAy in The Korbel bAllrooM. CheCK ouT liVe feeds froM The X gAMes in The CsCusA CenTrAl lounge.

Also InsIde

TOP NEWS & PHOTOS

whAt’s hAppenIng?

EVENT CALENDAR, PAGE 28

where Is...?

ExhibiToRs LisT,

PAGE 30

the Sia ShOw iS wireleSS — read thiS magazine Online at SkiPreSSwOrld.cOm/SnOwPreSS

BE IN THE KNOwdoWnloAd The siA shoW App AT iTunes App sTore (seArCh siA shoW)

REAL MOUNTAINS! REAL SNOw! REAL BUSINESS! All AT The snoW shoW’s neW denVer hoMe!

READY FOR THE wINTER GAMES? olyMpiC eXhibiT Will MAKe sure you Are!

geT To The yArd for SNOwSPORTS AT ITS MOST CORE!

AFTER-HOURS!

Phot

o: P

urga

tory

at

Dur

ango

Mou

ntai

n Re

sort

01_Cover_D3.indd 1 10-01-29 1:38 PM

73895_PT_PT9-091.inddBeth Powell / Paula Chuey1-11-2010 6:11 PM bpowell_G5_06681

ClientJob #Prefi xTrimBleedLiveLine ScreenProduct CodeUnitCaption

POLARTEC01-16230-0077389510.5” x 12”10.75” x 12.25”10” x 11.5”300 dpi000 - POLARTECMagazineSome talk breathable.

Job infoPrint ProducerAccount MgrArt DirectorCopywriterTraffi cArt ProducerScaleProof #

Prepared by:Southfi eld, MI • 248-354-9700

Hodge, BrentEdmunds, RachelCathel, Karen N/ACulicerto, CarlaDeighan, MarielleNone2

ApprovalsFonts:Helvetica (Medium), Frutiger (77 Black Con-densed, 57 Condensed)

Link Name: 73692_PT_PT9-077.tif (CMYK; 300 ppi; 100%), POL_08_PSHP_4C_K.eps, POL_9_086_RF_4C.eps, POL_9_085_RF_4C.eps

Used Swatches:

Cyan, Magenta, Yellow, Black

100%bySaved at: From: Printed AtFonts

PT9-091 / SIA Daily

INTRODUCING POLARTEC® POWER SHIELD® PRO. THE HIGHLY WATER-RESISTANT SOFT SHELL THAT BREATHES.We’re redefi ning breathability with our revolutionary new Polartec® Power Shield® Pro. It’s the best combination of air permeability and weather protection ever created in a soft shell. The result: You keep warm and dry. And we’ll keep creating breakthrough performance fabrics. Find out what is possible with Polartec® at booth 36075.

S:10”S:11.5”

T:10.5”T:12”

B:10.75”B:12.25”

73895_PT_PT9-091.indd 1 1/11/10 6:13:48 PMUntitled-1 1 1/13/10 2:57:07 PM

Boa BurgeoningHasta luego, snowsports shoe laces. Boa Technology, a reel-based closure system utilizing aircraft-grade stainless-steel lace, is avalanching into the market at Lindsey Vonn speed. Gram-for-gram stronger than

tank armor and including a “Dialed in for life” guarantee, the lacing system can now be found in more than 80 models of boots from the top eight brands in the U.S., including K2, Ride, DC, Vans, Flow, ThirtyTwo, Salomon and Head, its new two-dial Focus system leading the charge. It’s also making inroads into the ski boot category, integrated into six different AT and telemark boots for Black Diamond, including three each in its Power and Effi cient series. “Snow sports is our bread-and-butter category,” says Marketing Director Garett Graubins, adding that it comprises up to a third of the company’s sales. Marmot also unveiled the system on its new Cat Track and Access guide jackets at this year’s show, using the technology for a new hood closure. But the real growth might well come in the alpine category in years to come. “We fi rmly believe in only working in categories where we deliver a clear performance benefi t,” says Graubins. “Based on the success of the Black Diamond line, it’s clear that it offers that for skiing, so it wouldn’t be shocking to see us in more alpine boots in the future.” — EUGENE BUCHANAN

TOP NEWS

Untitled-2 1 1/14/10 2:03:12 PM

EDITORIAL

EDITORIAL DIRECTOR // Peter Kray

MANAGING EDITOR // Lori Knowles

FRENCH EDITOR// Claudine Hebert

FASHION EDITOR // Krista Crabtree

SENIOR EDITOR // Eugene Buchanan

SKI & ACCESSORIES EDITOR // Douglas Schnitzspahn

SKI BOOT EDITOR // Steve Cohen

SNOWBOARD EDITOR // Mike Horn

DENVER EDITOR // Jason Blevins

PRODUCTION

PRODUCTION MANAGER // Stéfan De Gagné

PHOTO MANAGER // David-Olivier Gascon

GRAPHIC DESIGNER // Martine Bélanger

GRAPHIC DESIGNER // Vanessa Primeau Geoffroy

PHOTOGRAPHY// Tom Winter

SKIPRESSWORLD.COM/SNOWPRESS

TECHNICAL SUPPORT // Patrick Leith

PUBLISHING & SALES

SALES AND PUPLISHER// Jean-Marc Blais

SALES REPRESENTATIVE // Harry deHaas

SALES REPRESENTATIVE // Scott Leonard

SALES REPRESENTATIVE // Peter Kirkpatrick

Printed by Publishing Printer

EDITORIAL

EDITORIAL DIRECTOR // Peter Kray // [email protected]

SENIOR EDITOR // G.D. Maxwell // [email protected]

EDITOR, CANADA // Lori Knowles // [email protected]

EDITOR, QUEBEC // Claudine Hébert // [email protected]

PUBLISHING & MARKETING

PUBLISHER // Jean-Marc Blais // [email protected]

ACCOUNTANT // Nicole Vinet // [email protected]

PRODUCTION

OPERATIONS MANAGER // Stéfan De Gagné // [email protected]

PHOTO MANAGER // David-Olivier Gascon // [email protected]

GRAPHIC DESIGNER // Martine Bélanger // [email protected]

GRAPHIC DESIGNER // Vanessa Primeau Geoffroy // [email protected]

SALES

SALES REPRESENTATIVE // Harry deHaas (905) 471-9276 // [email protected]

SALES REPRESENTATIVE // Alex Beauregard (514) 270-0997 // [email protected]

SALES REPRESENTATIVE //Scott Leonard // 970-274-6655 // [email protected]

INTERNET

TECHNICAL SUPPORT // Patrick Leith // [email protected]

CIRCULATION

CIRCULATION MANAGER // Marc Allard// [email protected]

While Ski Press World takes all possible precautions to ensure factual accuracy in its pages, it is not responsible for errors in the information published. Suggested

retail prices printed in the magazine are subject to change without notice.

This magazine can be recycled. Please recycle where it is possible.

COLORADO CONVENTION CENTER - DENVER, COLORADO, USA

THE OFFICIAL PUBLICATIONOF SIA SHOW IS PUBLISHED BY

SKI PRESS NEWS850 L’Heureux CP 23515

Beloeil Qc, CanadaJ3G 6M2

SNOWPRESS DAY 3 skipressworld.com/snowpress 3

CHRIS DAVENPORT TAKES SPYDER BACKCOUNTRYWhen pioneering ski alpinist Chris Davenport’s contract with Helly Hansen ended last fall, Boulder’s Spyder Active Sports immediately stepped in and recruited the big mountain icon. It seemed an uneasy fi t. A company specializing in racewear and frontside gear sponsoring an exploring mountaineer?

They offered Davenport a “clean slate” to design his own Spyder backcountry line.

“You don’t say no to that kind of opportunity in this business,” says the perpetually goggle-tanned Davenport, 39.

Davenport joins former Helly Hansen pro Stian Hagen in developing Spyder’s fi rst-ever backcountry line. Davenport says the technical and softshell collection of jackets and pants will include a never-before-seen use of down and technical fabrics. He promises a clean design, with a roomier feel than most mountaineering apparel. He and Hagen are working on the name, which will include its own logo beyond Spyder’s famous arachnid. The idea is to tap Spyder’s technical prowess in racewear “and turn it toward the backcountry,” Davenport says.

“We are really shaking up the way Spyder works as a brand,” says Davenport, whose relaxed big-mountain style still graces Helly Hansen promotional posters. “We want to be the company that comes from a rich skiing heritage.” — JASON BLEVINS

Chris Davenport’s new moun-taineering / backcountry line with new sponsor Spyder will hit shelves in 2011.

Above and Beyond: Under Armour receives this year’s Doc Des-Roches Award from SIA and the U.S. Ski Team for its promotion of the team’s brand and ath-letes. From left: Under Armour’s Kevin Eskridge and Nick Cienski, with U.S. Ski Team President Bill Marolt and SIA Presi-dent David Ingemie.

03_Masthead_D3.indd 3 10-01-29 6:08 PM

top news

4 SnowpreSS DAY 3 skipressworld.com/snowpress officiAl inDuStrY Supporter

Revved Up: SIA IncomIng pRez TIm peTRIck Industry veteran Tim Petrick has a full plate. As chieftain of sales and marketing for Rossignol he is realigning one of the world’s largest ski makers. As incoming chairman of the SIA board, he’s captaining an industry weathering a perfect storm of reticent consumers, economic unrest and uncooperative weather.

“There has been a lot of relocation and suffering in the ski industry,” he says.

But signs of an industry recovery are emerging. Reduced manufacturing has flushed inventory out of warehouses and back shelves. A conservative, made-to-order ethos is keeping supplies in check and corralling expenses. The consumer-pleasing bargains that flooded the market and choked both retailers and manufacturers last season are disappearing.

“I think both retail and manufacturing have kind of had a big slap of reality,” Petrick says. “Maybe it was the reality check this industry needed.”

If anything, scarcity of certain hot products – like the near mythical Rossignol S7 – will reignite pas-sions when skiers and boarders find them back on the shelves. “Skiing and snowboarding are two sports that people build their lives around, there really are very few sports that inspire that kind of passion,” says Petrick, describing a recent ski day at Crystal that drew ambivalence from his hardened pals but revved him deeply.

He’s feeling that same fiery tickle again in Denver. This show should relight the passion in an industry fueled by powdery grins and mitten-clad high-fives.

“My ideal for a national show like this is that it should bring together the holy tribe of gravity and give us a reason to worship and celebrate the sports we are so lucky to be a part of,” Petrick says. — JASON BLEVINS

incoming SiA chairman tim petrick expects the Denver Snow Show to reignite the industry’s passions

Happy Birthday Klaus!one of the ski industry’s most venerable figures turned 90 this year. Here’s a list of just a few of the things in skiing that Klaus obermeyer has outlasted:

Snowbladesneonthe American Skiing co.Safety Strapsfixed Grip chairliftsthe SnurferrD SkisVedelingSpademan BindingsStretch pants

pSiA marketing director Andy Hawk cut his teeth working at Skiing and Ski Racing magazines so it should be no surprise he has turned pSiA/AASi into a multi-channel media production company that gives the organization better tools for instructors.

the organization, which is about to celebrate its 50th anniversary, has been busy consolidating. pSiA and AASi will be more closely linked as will the way the organization presents all four of its disci-plines — alpine, snowboard, nordic and adaptive. Hawk has already combined the ski and snowboard magazines into one, high-quality book called 32 Degrees and

created an HD tV show that will air on MSG, rSn and neSn.

But the centerpiece of the new pSiA is the Matrix, an interactive online database of more than 500 video clips that help mem-bers teach. (it also comes with a printable pDf.) the videos are arranged by discipline, skill and terrain, so that, say, a snowboarder could look at rail-slide pop technique or an alpine skier could study edging on ice.

“we are taking our message and delivering it in a way people expect to receive it,” says Hawk.—DouG ScHnitZSpAHn

psIA enters the Matrix

Andy Hawk shows off pSiA’s new interactive videos.

political powderhound: u.S. Senator Mark udall (D, colo.) takes a break from strolling the show at the icelantic booth. from left: icelantic founder Ben Anderson, Sen. udall, SiA president David ingemie and former SiA Board chairman Mike carey.

In Your Face

BAM! BAM! in-your-face colors and wild art highlight 2011’s crop of out-there

snowboard graphics.

LIVE IN DENVERSATURDAY: Snowboard Big Air | Snowboard Superpipe | Snowboarder X

WATCH THE ACTION ON A 25’ BIG SCREEN AT

SKYLINE PARK | 5 - 9PM16th Street & Arapahoe | Beer Garden

Après and late night specials with 20% off food and $2.50 Bud Light pints.

Après drink specials including $5 margaritas and free collector’s

edition pint glass with Bud Light purchase.

SKI/RIDE FOR FREE AT ASPEN/SNOWMASS BY SHOWING YOUR SIA BADGE! VALID FEBRUARY 1-3

Untitled-6 1 1/20/10 5:12:57 PM

TOP NEWS

6 SNOWPRESS DAY 3 skipressworld.com/snowpress SKI THE BEST OF COLORADO

Unassuming yet incredibly focused on the hill, moguls whiz kid Patrick Deneen is headed to the Olympics next month. The 21-year old from Cle Ellum, Washington, has held the No.1 ranking in USA mogul skiing and grabbed fi ve World Cup podi-ums over the past two years. We caught up with him at 180s, where he’s been helping develop product.

How have you been training for the Olympics?The sport is very technical. So much of it is mental. There’s a lot of visualization. You need to picture the perfect run. But you can’t train on the same run you will ski at the Olympics. It’s a fi ne balance too. You need to train as hard as you can to be ready but you also need to hold back a bit. You don’t want to get hurt. That’s why I have been skiing a lot on the World Cup, ramping up for the Olympics.

Is there extra pressure to win at the Olympics?Of course. I try to win every competition I’m in. That’s why I compete. So I’m not going to approach it differently, but at the Olympics crazy stuff happens. You don’t play it safe. You’re not thinking about anything else but the win. You have to ramp it up. Go faster. Go bigger. Hopefully, you hold it together.

How can we grow youth participation in skiing?Kids love being out on the snow. They love moguls. It’s fast. There are big jumps. It’s fun to watch. They love skiing when they get to the hill. What it comes down to is that there are very few opportunities for them to get to the slope. We need to get parents to bring kids to the hill. But that’s a challenge since it’s expensive. That’s where skiing takes a hit. — DOUG SCHNITZSPAHN

Talking Fast with Olympic Mogul Skier Patrick Deneen

Patrick Deneen signs posters at the 180s booth

CANADA GOOSECanada Goose goes up-market with the groundbreaking Hybridge Hoody, a hybrid of soft-shell and down that’s both warm and mobile. Hutterite white duck down lines a woman’s traditional cold spots around the neck, back and shoulders, while softshell materials along the arms make way for free and easy movement.

POWDERHORNPowderhorn’s Powder Smoke in Scuba Blue is guaranteed to light up the slopes. But it’s not all good looks and shimmer. The jacket’s ceramic down fi bers dispense heat throughout the garment, keeping mom warm, dry and stylish.

WITH A TWISTNew to SIA: With A Twist’s collection of knits that approach the après-ski scene a little bit differently. Twist’s line of sweaters, dresses and shrugs mix traditional nordic appeal with designs that are sexy, fun and flirty. Shown here: a nordic shawl labeled The Katarina.

CHAOSMoon Shadow by Chaos has had a prolific pre-show season, producing sustainable hats that are warm, stylish, cute and funny. Mom will be hip with her kids in this mohair Viking. — LORI KNOWLES

What Does Mom Want?Every woman wants to look good. But she’s not so keen on sacrifi cing comfort. In this selection of pow-derwear, she’ll look hot…and she won’t mind doing it.

CANADA GOOSE WITH A TWIST POWDERHORN CHAOS

Slider Corp.’s new iCycle

KONG marries snow-

boarding, trike-biking and

sledding in a snowsports

three-way. The patented

design allows for shock-

absorbed carving in the

winter. Add the $1,079

ride’s wheels and it’s a

year-round gravity toy.

Photo: Slider CEO Lynn

Marks and Bentley Surdyk

are ready to ride.

SLIDER’S iCYCLE KONG

Jones Bros. Take On Congressmen & Climate Change

How do you fi re up politicians grappling with the issue of climate change? Show ‘em a ski fl ick.

But it wasn’t your typical ski porn that brothers Steve and Jeremy Jones debuted for congressmen and senators in Washington D.C. this week. Their movie Generations – a collaboration of the Jones’ Teton Gravity Research, Boulder, Colo.-based Protect Our Winters and The North Face – shares in-your-face evidence of how warm winters are crushing mountain culture.

“When we don’t have snow, it hits every facet of the mountain economy really hard,” says Jeremy, who’s hoping his sway as an infl uential big-mountain snowboarder transfers to senators. “We

put a human face on climate change, which they don’t see every day on Capitol Hill.”

This week in D.C., the Jones screened their fi lm, with the biggest athletes on snow describe lives fulfi lled by snow and crippled by its absence. From the trenches of climate change advocacy, the brothers heard that it was time to yank the alarm among the snow sports community.

Firing up skiing and snowboarding communities “is hugely critical,” Steve says.

So the Jones’ tetongravity.com site will soon offer visitors click-to-send form letters to senators urging support for the climate bill.

“If there’s one thing I took away from this trip, it’s that if you really reach out to your local congressman or senator, your voice is heard,” Jeremy says.— JASON BLEVINS

06_TopNews_D3.indd 6 10-01-29 6:06 PM

Untitled-1 1 1/25/10 10:49:27 AM

INNOVATION AWARDS

8 SNOWPRESS DAY 3 skipressworld.com/snowpress OFFICIAL INDUSTRY SUPPORTER

SMART: New Ideas, Better PerformanceThe question most asked of us on the show fl oor, “What are you seeing that impresses you?” Everyone wants to fi nd that hot new and dynamic product that makes life better on the slopes. Well here you go. The following products blew our minds. They employed smart, simple innovations to improve the experience of the sport. Meet the winners of the SnowPress Show Daily innovation awards for the best of the best in slopeside smarts.

SPARK R&D DYNAFIT ADAPTERSThe backcountry, light-touring, freeride paradigm shift ain’t just for skiers. As evidenced by the buzz at this show, split boards are on the rise. But the advantages of super-light, easy-touring Dynafi t bind-ings seems reserved for the skiers, right? Nah, core backcountry boarders have been retrofi tting Dynafi t bindings for split boards and hard boots to take advan-tage of the system’s better touring and mountaineering capabilities (try putting crampons on a soft boot). While retrofi t-ting requires a whole binding, Spark’s adapters ($65) use just a Dynafi t toe piece (sold for $164) that snaps into the binding plate. You can even switch it out to use soft or hard boots on the same board.— DOUG SCHNITZSPAHN

POC RECEPTOR BACKCOUNTRY WITH MIPSWhen your head makes full contact with a tree, the damage only partly comes from the impact to the bone. Your soft brain also slams against the inside of your skull. Helmet shells protect from the fi rst injury but not the second. So POC partnered with MIPS technology to create a helmet that addresses both problems. The hel-met’s inner liner is held in place by a pin that releases on impact, allowing the shell and liner to move independently, provid-ing better cushioning the brain. It also offers all the shell protection and ventilated cool of POC’s standard Receptor lid. The helmet comes with replacement pins. — DS

MOUNTAIN HARDWEAR OUTDRY GLOVESMountain Hardwear’s Paige Boucher calls Italy’s OutDry, a four-way-stretch, waterproof, polyurethane-welded lamination available in its new 13-model glove line, “one of the biggest technological advancements in material of the century.” The breakthrough bonded membrane technology, which also offers increased dexterity, can be found on two new spring ski gloves for 2010: the Pistolero and the Minus One. “No one’s ever been able to make a truly waterproof/breathable glove before,” she says. “It’s pretty revolutionary.” How good is it? As a result of the material

switch, Gore cancelled Mountain Hardwear’s accessory license.— EUGENE BUCHANAN

ROSSIGNOL AVENGER SERIESThis year Rossignol has added two new skis – the 74 Carbon and 74 Composite – to its all-mountain Avenger line, bringing the series’ SKU count to six. With the line’s 82 TI and 82 Carbon already two of the company’s top-selling skis, the new offerings, which come at a better entry-level price point of $550, are poised to add to the accolades by incorporating Auto Turn rocker technology to the design, combining camber underfoot with early rise rocker toward the tips and tails. The 74s, which measure 74mm under-foot, come in 146, 156, 166 and 176cm sizes. (Photo: Rossignol’s Ron Steele)— EB

STRAP PAD

What began as a tool for easing chairlift pain from a dangling snowboard is appealing to experts who appreciate the Strap Pad for its grab potential. Some expert riders are telling Strap Pad creator Asher Metchik that the looped stomp pad enables solid one-footed landings and more trickiness.

The one-year-old company is marketing to both camps, promising chairlift relief to knee-pained riders and more control for single-clamped scooters, while letting the experts create their own uses for the grab loop. Metchik also provides logo-branded Strap Pads to rental shops. —JASON BLEVINS

From the Editors of SnowPress

08_TopNews_D3.indd 8 10-01-29 3:06 PM

Each year, 70,000 skiers in

jure an ACL. Nearly 1 in 4 never ski aga

in.

For those who come back, it’s no easy r

oad.

Skiers know this. They want gre

at skiing.

But they ALSO want to make it back to real life - intact!

That’s why we created KneeBinding - w

ith retention and performance

as good as, o

r better than, any other binding. A

nd, they’re the only

alpine bindings on the planet with PureLateral

TM heel release to

mitigate knee injuries.

So come to booth #3565 to see the new 2010 KneeBinding Collection.

Be a part of the next generatio

n of safer, high-performance bindings.

Safer

To see hi-res videos and learn more, visit www.KneeBinding.com

Made in the USA© 2010 KneeBinding, Inc. Protected Trademarks

“Gear of the Year” –

SKI

“Skier’s Choice” – Pow

der

“Best Alpine Ski Binding” – Women’s Adventure

“Best Innovatio

n in Snow Sports” – SnowPress

Untitled-3 1 1/15/10 3:18:03 PM

Molehill Mountain EquipmentMolehill Mountain Equipment arrives with a complete line of kids apparel, including jackets, bibs, pants and hats. The 15-year-old, Sand Point, Idaho, company makes it easier with outdoor apparel for kids of all walks (and even those without). New this year is the company’s Two and a Half Layer All Weather Gear, consisting of waterproof/breathable jackets, pants and suits, all with taped seams, as well as a quilted synthetic bunting (one-piece suit) and jacket to augment last year’s down line.

“We’re looking forward to coming to Denver,” says president Doug Faude, adding that 2009 sales were slightly up over 2008’s level. “Its location means a lot of our smaller accounts will be able to come. We’re hoping to use it to pick up some new dealers, as well as meet with our existing client base.” — EB

SURFACE SKIS With 14 models of skis and an avalanche of momentum,

Surface Skis out of Salt Lake City is poised to turn heads.

And that’s exactly what its users do as well. Everything

the six-year-old company makes is twin tip with dif-

ferent shades of rocker in their maple and poplar

wood cores.

“We take more of a Volkswagen than an Audi approach,”

says founder and president Mike Schneider, adding that

nothing retails for more than $599 and they offer a

50 percent margin to all dealers. “Our distribution has

exploded and we don’t have a choice but to attend

the SIA show to showcase our products. We’re now in

22 countries and are looking to expand our retail reach

in the U.S.”

Of note: a line of junior park skis called Next Life; the big

mountain Live Life line, measuring 156/120/135; the

Green Life, utilizing recycled base and sidewall material,

with the commitment to plant 10 trees

with American Forests for every pair

sold; and the Save Life, a price point

all-around ski measuring 100mm

underfoot and offered to ski

patrollers for just $199, with a

percentage of sales donated

to the National Ski Patrol

Association. — EB

Nearly 100 new exhibitors are on the Colorado Convention Center fl oor here at the fi rst ever SnowSports Industries America Snow Show, helping fuel the energy and innovation for where our industry goes next. Check out the aisles to see all of them, and check our ‘Who New’ column every day as well, for a snapshot of some of the newest stars of snowsports.

WHO NEW

Loki

Pro big mountain skier Abbot Smith has gotten hurt plenty dropping big lines, and seen friends maimed for life. That’s why he’s so excited to debut his new line of spine-protecting backpacks at this year’s SIA show.

“I’ve always been a big advocate of spinal protection and helmets,” says Smith, who bases his year-old company out of Winter Park, Colo. The result is a line of three packs – the Freeride, Freeride Pro and Straight Jacket series – all of which include three layers of thermo-formed spine protection.

Its WCS (Worst Case Scenario) system is also removable for use as a shovel or emer-gency splint. “I’m just hoping to get the word out on it at the show and get it in front of retailers,” says Smith, who also plans to promote it via a product marketing tour while competing on this year’s six-stop Freeskiing World Tour. — EB

BaseCamp


Grand Junction, Colo.-based Loki doesn’t have to go far to test its mountaineering and skiing apparel. The San Juans, and ice-climbing Mecca of Ouray, are just two hours away. That proximity is reflected in its product line of high-performance hard- and softshell jackets, pants, shells, puffies, gloves, hats and more.

The 12-year-old, six-employee company has been growing quietly every year, even in 2009, and is finally ready to augment its international distribution with a bigger push domestically. “We’ve been experiencing a lot of growth and now we’re ready to break on through to the other side,” says spokesman Eric Wilson, adding that it’s also attending the show to expand its U.S. rep base. Of particular note: a price point softshell jacket called the Mountain Ullr, made from four-way-stretch Asgard; and the new Access Mitt, a high-performance mitten that lets you pull your thumb out for maneuverability. — EUGENE BUCHANAN mountain Live Life line, measuring 156/120/135; the

Green Life, utilizing recycled base and sidewall material,

with the commitment to plant 10 trees

with American Forests for every pair

sold; and the Save Life, a price point

all-around ski measuring 100mm

underfoot and offered to ski

patrollers for just $199, with a

percentage of sales donated

to the National Ski Patrol

Association. — EB

10_Who New_D3.indd 10 1/21/10 4:55:41 PM

90+ brands across the globe. 5 million pairs of footwear. One trusted solution.

Are you dialed in?

The Boa Lacing SystemBoaTechnology.com

Boa® is a registered trademark of Boa Technology Inc.

Untitled-1 1 1/13/10 1:05:44 PM


Apparel: Trends for the AgesSKIERS AND SNOWBOARDS OF EVERY AGE GET GREAT FIT, COOL COLORS AND SHELTER FROM THE STORM.OCKERED BOARDS FLEX THEIR CORE

“There is no lag between sportswear/fashion trends and outerwear trends.”

It’s hard to keep track of all the looks and styles on the slopes these days. Gone are the days of dressing like either a racer or a recreational skier: Not only are there different kinds of skiing and riding such as backcountry and park and pipe, but people continuously blur the lines of fashion with their personal preferences. Companies are focusing on appealing to different categories such as youth, snow-board, sidecountry, crossover and alpine. SnowPress lists some of next season’s hottest trends for a multitude of snowsports enthusiasts

YOUTHMore and more kids are hitting the slopes and manu-factures are paying attention to what kids—and their parents—want: cool clothing and more choices in sizing. Burton adds junior sizes to their women’s collection this season to fill the gap between the youth and women’s collection. KJUS launches a junior collection for the fi rst time, including three jackets for each gender. Obermeyer’s extensive toddler, youth and junior collections have unique styles—some with their I-Grow system, or grow cuffs in the outerwear—and various size runs.

SNOWBOARDThere are still lots of statement-making prints and motor-cycle, gangster or Hollywood-inspired bling, but function wins out as a determining design factor this season. “We are seeing a demand from the progressive riders for longer jackets to keep them covered while they are riding in the park, but still with the same fl attering silhouettes so they can rock their jacket on or off the hill paired with slim fi t-ting pants,” says Katie Bedwell, senior product manager for Burton women’s outerwear.

Cappel upgrades their insulation by using PrimaLoft Sport and Infi nity in the highend pieces. And Ride features a new printed application look that appears transparent though it’s printed on the backside of the fabric. Look for waxed denim, plaids, stripes, woven jacquards, micro pinstripes, houndstooth yarn-dyes and tons of detailing in the design, fabrication, trims, and linings to also grace the parks and slopes.

SIDECOUNTRYBackcountry’s little sister, the relatively new lift-served side-country category, demands highly technical—yet stylish—outerwear that accommodates all of their technological needs. “In the past decade, we have seen snowsports gear become more and more ‘featured out,’” says Tara Latham, Arc’teryx product designer. “There has been a continuous movement towards overt call-outs to innovation (iPod features, glued in pockets, ventilation holes, Recco). These features have found a new way to be incorporated into the overall design of the garment.”

Marmot showcases a collection built specifically for sidecountry users called the Coombs collection after legendary big-mountain skier Doug Coombs with Intell igent Shock Absorption material debuting in the jackets and pants. Technical softshells and lightweight down also evolve. Salomon introduces the S-Line, a 3:1 jacket which combines mobility and waterproofness with warmth in an outer ClimaPro softshell which can be paired with a down jacket. And Mountain Hardwear focuses on Core Climate Control by introducing portable heat and power jackets enabled by Ardica Technologies that can generate nearly 9 hours of heat.

CROSSOVERSome companies crossover party lines by offering youthful prints as well as technical fabrics with a wide variety of sizes and styles. Orage’s wide appeal is thanks in part to their offering of three color stories as well as three unique fits. Orage hits another trend this season by offering a new “tight pant” fit in the men’s line.

Patagonia reaches a wide range of ages by focusing on timeless designs, many borrowed from the runway and other sports. “It seems that there is no lag between sportswear/fashion trends and outerwear trends these days,” says Judy Kim, product line manager for Patago-nia’s ski/snowboard line. “In addition, bright colors will continue, more textures/jacquards/novelty-weaves for surface design, and less loud, over-the-top prints.”

For Scott USA, colors are trending brighter for next season. They also feature a reversible, technical, 2-layer down jacket.

ALPINESpeaking of timeless, the alpine category appeals to skiers who appreciate innovative fabrics and features plus clean lines and silhouettes. “Brands in skiwear are going to be going back to more conservative styles and colors for the bulk of their collections,” says Ted DeInnocentis, national sales support for KJUS USA. “ The far out colors and patterns will be put on the back burner for at least a season or two until the market recovers. Solid colors with clean lines seems to be what the consumer desires in tough economic times.”

Highlights here include Volkl Performance Wear’s outer-layers, both insulated jackets and shells, designed with the newly developed Sympatex—a waterproof and breathable membrane that is both PTFE-free and biode-gradable. And Spyder’s new slippery race suit, making a grand debut at the Olympics.—KRISTA CRABTREE

TOP TRENDS

12_TopTrends_D3.indd 12 1/21/10 4:57:54 PM

TOP TRENDS

SKI THE BEST OF COLORADO SNOWPRESS DAY 3 skipressworld.com/snowpress 13

Helmet and Goggle TrendsTHE (BRAIN) BUCKET LIST

Helmets and goggles are constantly improving how they protect your head and eyes, but many are also integrating freeride style and performance. Here’s your tour of what’s hot:

SMITHWhile many brands have been talking sustainability over the past decade, Smith has been proactive in develop-ing green technologies – particularly in its Evolve line – that are integrated into product performance. That’s all-important at retail where customers make helmet decisions based primarily on style and price, and green cred comes in as an added-value proposition.

Along those lines, Smith has crated new Evolve versions of top styles like its brand-new, super-ventilated Vantage helmet and its “unfoggable” Prophecy goggles. Evolve products use a castor-oil-based Pebax Rnew plastic and recycled materials in lieu of petroleum products.

“The Evolve program is very important to Smith as we are focused on changing the irony that the outdoor industry is endangering the very environment we love,” says vice president of product and design, Eric Carlson. “We have eliminated 50 percent to 96 percent of virgin petrol-chem-icals in these products with zero performance sacrifi ces.”

GIROGiro’s focus has been on integration, developing helmet and goggle systems that work together to provide fi t and performance as well as matching style. The new Chapter is a low-profi le helmet designed with an adjustable Intake Port ventilation system for the demands of backcoun-try and halfpipe hiking. When it comes to goggles, the brand has been thinking about value and versatility with the Parkstrap versions of its Basis and Station goggles that allow riders to run goggles under or over a helmet. And on the performance end, Giro has partnered with Carl Zeiss Vision, a division of the 100-year-old German company famed for its optics in everything from high-end camera lenses to high-tech microscopes.

“The bottom line is we’re developing new ways to blend technical features, like adjustable fi t systems and active venting between the helmet and goggle, with apparel-inspired fi nishing details and an emphasis on versatility, that will allow any rider to get a set-up that looks, fi ts and feels like it was made for them,” says Giro senior brand manager Eric Richter.

SALOMONWith an eye on the perfect fi t, Salomon has extended its Custom Air System to all of its helmets. Launched last show, the system works by means of an easy-to-manipulate, built-in air pump that infl ates a bladder to create a perfect fi t on any head. A release valve lowers the pressure. Salomon points out that fi t is in itself a safety feature, since a loose fi tting helmet does not protect as well as a snug one.

POCSwedish brand POC used to be know primarily for its racing cred. That hasn’t changed, but POC has also focused on European freeriding culture and that vibe has translated well into growing popularity in North America. Case in point, the brand’s new freeride Frontal helmet, which was designed to provide the ventilation necessary for slogging in the backcountry. It combines four different ventilation systems in a hybrid of hard shell and in-mold helmet.

POC hasn’t ignored racing either. The brand’s mandate to develop products that could save lives and reduce the consequences of accidents compelled the creation of hel-mets that provide protection after multiple crashes. Most helmets rely on EPS, which is technically only designed to take one impact—and often deteriorates from getting knocked around smashing into gates. So after coming to the realization that racers take between 200-1,000 knocks to the head each year, POC developed a multi-impact EPP to replace the EPS in its Skull Comp and Skull X helmets this year.

BERNOne newcomer picking up a lot of traction is Massachu-setts-based Bern Unlimited. Begun in 2005 with the con-cept of creating a helmet that could cross over into a wide variety of action sports (skateboarding, skiing, snowboard-ing, wakeboarding, cycling), the brand has differentiated itself by its style, which is far cooler than the average brain bucket, and by creating light, strong helmets using materi-als such as carbon fi ber and EPS foam.

“We have always tried to give people a helmet brand they could relate too, DIY, core, underground. I think branding a helmet as been an afterthought for so many companies, why can’t a helmet be a cool piece of gear and brand like goggles or gloves?” says marketing manager Josh Walker. —DOUG SCHNITZSPAHN

12_TopTrends_D3.indd 13 1/21/10 4:58:22 PM

HOT PRODUCTS


Hot Products: A Roundup of 5 Hot Apparel Pieces for 2010BY KRISTA CRABTREE

OUR APPAREL EDITOR PREVIEWS HER HOTTEST PICKS FOR NEXT SEASON

MARMOT CAT TRACK JACKETThe Coombs collection caters to the sidecountry skier—those who use lifts as a vehicle to get out-of-bounds. Coombs would have applauded the innova-tion in the Cat Track ($350): Akin to silly putty on steroids, molecules in the D30 fi bers lock together upon impact to absorb energy. The laminated soft shell features D30 in the shoulders to protect skiers in the glades, while shouldering skis on long hikes and under heavy packs (also in the knees of the Edge Pants; $250).marmot.com, 800-882-2490

BURTON JOPLIN JACKETKnown for its innovative printing techniques, Burton continues

to focus on progressive styling with unique twists on classic prints. Case in point: The women’s Joplin Jacket ($279) has a one-of-a-kind pigment print that looks like acid wash splatter from the ‘80s. The jacket also has a military-inspired fi t and beaucoup de detailing.burton.com (800) 881-3138

MOUNTAIN HARDWEAR ENYO AND SVEDA VESTS Literally “hot products,” the Enyo and Sveda ($225) for women and men, respectively, are portable heat and power Ardica Enabled softshell vests. When used with the Ardica Moshi Power system and Technol -ogy Connector Kit (sold separately), each can generate up to 8.6 hours of heat powered by hand-held electronics such as cell phones, MP3 players and GPS units.mountainhardwear.com, 510-558-3000

POWDERHORN POWDER RIDE JACKETGone are the days when precipitation meant your puffy felt like a wet cat: Down has gone through a reformation. Not only is the Powder Ride ($475) lighter and thin-ner than down jackets of yesterday, but its breathable, waterproof exterior is laminated to a ceramic down inte-rior, which mixes ceramic powder with down to increase thermal retention. powderhornworld.com, 866-455-1775

CANADA GOOSE HYBRIDGE JACKETCanada Goose has been keeping Cana-dians warm for over 50 years, fi lling their jackets with high-end down f rom Northern Canadian Hu t t e r i t e wh i t e ducks. The HyBridge Jacket ($475) blends the h igh lof t and thermal properties o f down wi th the maneuverability of a soft shell using Thermal Mapping Technology, which offers gender-specifi c warmth and mobility to core areas. canada-goose.com, 888-668-0625

14_HotProducts_D3.indd 14 1/21/10 5:00:19 PM

For more info visit kombisports.com or call 802.879.3369dave bouchard green mountains-vt Photos by brian mohr/emberPhoto.com

Kombi® is a registered trademark of Kombi, LTD.

Dave BouchaRdKOMBI RIDER:

kombisports.comkombisports.comTechnology for Performance

T HE

OU T LANDOU T LOU T L

ascentthe backcountry

Dave BouchaRd

Dave BouchaRd

Versatility, Performance, StyleKombi stands for all of these, along with our commitment to top-quality manufacturing with only the very finest, technically advanced materials.

We Make It Great, You Make It Happenhaving the best products in the world won’t mean a thing if you don’t get them in the hands of the customers. Kombi makes this easy for our exceptional line of dealers with unparalleled product support including a vibrant, aggressive national advertising campaign, unmatched commitment to on-time delivery and pricing designed to sell through at long margins. We make the product, but it’s our partners in the field who make it happen.

T HE

OU T LAOU T LAOU T L NDND

Kombi_BouchardAd_SIA_2010.indd 1 1/15/10 2:16:46 PMUntitled-2 1 1/18/10 12:33:36 PM

COVER STORY

Oh, to be a rep in these chal-lenging times. It’s like being caught in a wallowing snowstorm, with flurries coming from all sides – the manufacturers they represent, the retailers they serve, and the consumers at the end of the line.

But never have their services been needed more.

“Reps are more important than ever,” says Debbie Motz, executive director of the Eastern Outdoor Reps Association (EORA), a sales force organization with 450 members. “And they’re getting pulled in more directions than ever. Not only do they work for them-selves, but also for dealers and manufacturers. They help everybody plan their business, which today is more important than ever. They’re advisors for both retailers

and manufacturers as to where the market really is. They know who’s buying what and are invaluable in helping retailers with their product selection.”

But don’t just take her word for it. If anyone can attest to the value of a rep in today’s business climate, it’s the manufacturers.

“They’re super important to the sales channel,” says K2 Sport’s Mike Hattrup. “When I first started K2 Telemark, it was so low budget that I couldn’t afford them. So I went to the trade shows, collected orders and sent off clinic information myself. I hired reps the next year and my sales increased 50 percent. Reps know which shops are the best in the territory, can help them select the right product mix, and are invalu-able in educating the shop employee. They convey

the attitude and personality of the brand and create excitement on the sales floor – you can’t replicate that from afar.”

DOING MORE WITH LESSThe problem, says Motz, is that in these tough eco-nomic times, manufacturers are placing more demands on this vital cog in the wintersports wheel, all while traditional rep costs of doing business – like gas, hotels and meals – continue to rise. “And reps are the only ones not getting a raise,” she says. “You never hear of someone’s commission levels going up. It’s a much more challenging environment today, and reps have to be a lot smarter in how they do business.”

Indeed they do. The Bureau of Labor Statistics reports that the sporting goods retai l category is down

SKI THE BEST OF COLORADO

The Snowsports Product Cycle:

How We CommunicateBUILDING RELATIONSHIPS WITH REPS

BY EUGENE BUCHANAN

16 SNOWPRESS DAY 3 skipressworld.com/snowpress

16_CoverStory_D3.indd 16 1/21/10 5:01:07 PM

Official industry suppOrter snOwpress day 3 skipressworld.com/snowpress 17

30,000 jobs since september 2008. further, the 2008/’09 snow sports season saw its worst economic conditions in recent memory, with consumers losing 35 percent of their wealth and the unemployment rate for those in the snow sports demographic increasing from 2.1 to 4.7 percent.

while things are looking up – Boulder, colo.’s leisure trends Group reports a 12 percent growth in outdoor sales in October 2009, the first positive growth month in a year, and indicators point to a dropping unemployment rate – reps are still in the crosshairs of both manufacturers and retailers not wanting to be left holding inventory.

“a lot of business is down and the market is smaller,” maintains Mike lamb, 58, a 30-year rep carrying atomic, uvex, swix and wintersteiger. “there are more brands and fewer places to place them.”

Jump to the west coast and the problems are the same. “the problem is a lack of customers,” says Mike day, who has 35 years in the rep trenches, most recently carrying nine categories for scott. “a lot of retailers have gone out of business so there are fewer buyers. He adds that in the ‘90s there used to be as many as 150 shops in southern california; now there are seven to eight. and even though sports chalet has increased its footprint to 57 stores, things just aren’t the same.

He says a lot of it boils down to a burgeoning demo market. “customers who might have purchased some-thing before now seem to be turning to demos,” he says. “they maybe go out 10 times a year or so, and for less money they can use better, more modern equipment.”

The role of relaTionshipsdespite all this, most feel a rep’s role is the same as it’s always been: facilitating communication between shops,



COVER STORY

employees and manufacturers to generate enthusi-asm for a product. “There’s not much of a difference between our roles today and in years past,” says Ros-signol rep Tim Parker, who carries the company’s entire line of alpine, Nordic, snowboard and softgoods. “We’re working to become better partners with our customers. With expenses increasing, you just have to be more focused and efficient.”

What has changed is the days of huge buys up front. Retailers need their hands held more, adjusting to a new era of in-season buys throughout the winter. “People are trying to fi nd more ways to do business on a consistent basis,” says Lamb. “Shops and vendors are having to keep inventories more level rather than bulking up orders all at once – they’re updating their inventory more regularly rather than one big buy. Reps need to be in better contact with shops.”

Another problem, he notes, is many retailers relying on less-qualified sales staff to move winter wares. Many manufacturers have also cut back on funds previously allocated for things like point-of-purchase displays, placing an additional burden on merchandising. Even the role of reps showing up to organize demo days has changed, he says. “Consumer demo days seem to have waned in importance compared to new product demos for shops.”

All this makes a rep’s role more pertinent than ever.

“It’s back to the role it was 15 to 20 years ago,” Lamb says. “More and more reps are trying to do as much as they can over the phone and via email, but dealers need to be serviced now more than ever. Reps need to be in constant contact.”

FACE TIMEWhile admittedly cost-effective, manufacturers’ efforts to train dealers via the Web isn’t the perfect solution, he adds. “The Internet will never replace face time,” he says. “It’s hard for a company that doesn’t use reps to generate the enthusiasm they can create on the sales fl oor.”

Generating this buzz allows reps like Lamb to share the wealth. “When I fi nd something working well,” he says, “I share that with all my retailers. It can be something as simple as displaying companies’ products all together rather all mix-mashed together. If I fi nd things like this kiosk effect to work well, I let my other retailers know about it.”

Of course, Lamb is more attentive than most. He won this year’s Rep of the Year Award from SIA, an honor bestowed via a retailer poll, and estimates he’s on the road as many as 250 days per year. To offset increasing travel costs, years ago he purchased a motor home as a moving showroom. “But I’m an anomaly,” he says. “Most reps don’t travel as much as I do.”

The goods ones prioritize it. “You don’t know what’s going on if you don’t go to the shop,” says Scott’s Day, who still makes it a point to drive around and visit retailers. “You have to go there to see what’s selling and what the trends are.”

Facing extra burdens, reps are continually turning to organizations like Motz’s for a helping hand. Motz says that EORA, which has an annual retention rate of 90 percent, attracted 48 new members in 2009, on top of 48 new members in 2008. “We’re really trying to address how to help them with everything from shows to benefits,” she says, adding that in 2010 the asso-ciation is hosting 10 shows for its members, up from 8 in 2008.

Reps also understand the importance of joining forces. “I think we’ll see more agency business,” says Kent Fried, 49, a Mid-Atlantic rep for Hestra, Sun Valley Ski Tools, Lorpen Socks, Carrera and Atomic. “More reps will start banding together so they can carry more lines effi ciently.”

Reps’ workloads are also increasing. “Manufacturers are in a pinch, too,” says Fried, citing everything from fewer free products to give shop employees to less emphasis on point-of-purchase displays. “With leaner staffs, things are coming back to the rep to get handled that didn’t in the past. The economy’s tough on everyone.”

On the bright side, Fried notes that most manufacturers’ inventory levels have been cleaned up and there likely won’t be the close-outs that have appeared in the past. At the same time, that also places an additional burden on retailers to buy up front since the product might not be around to re-order later. And that’s where a rep’s true role comes in, he says.

“We’re in a relationship industry,” says Fried, who readily admits that he loves his job and loves visiting retailers. “If I have something that won’t work, I don’t push it. And people respect me for that. But the bottom line is we still have to pay the right attention to the right brand.”


Untitled-5 1 1/15/10 6:09:36 PM

Introducing the unique new Midlayer Supreme collection featuring weather resistent yarn and skinsoft merino for performance and comfort.

DALE OF NORWAY SIA BOOTH 769WWW.DALE.NO

Drop

your card off

at Dale of Norway SIA

Booth 769 for a daily drawing

of a Dale of Norway

Knitshell or

Sweater

Untitled-2 1 1/13/10 5:09:11 PM

Untitled-8.indd 1 1/21/10 4:52:34 PM

BERG’S SKI & SNOWBOARD SHOP, EUGENE, OR

Selected by suppliers and reps in the snowsports industry, SIA’s annual SnowSports Retailer of the Year awards honor eight retail shops in seven regions across the U.S. (Mid-Atlantic, Mountain, New England, North Central, Pacific, South Central and Southeast). The winning shops are chosen for their contribution to the growth of skiing, promotional and marketing techniques, and overall success in snowsports. Our Retail Spotlight takes a closer look at what makes some of the 2008/09 ‘Retailer of the Year’ winning shops tick.

If ever there was a family ski shop, it’s Berg’s in Eugene, Ore. Founded as a Nordic shop out of a gas station in 1955 by Norwegian Alfred Berge – and now run by sons Dale and Paul, and grandsons and granddaughters Svein, Jarl, Tory and Buffy – it’s called its location at 13th and Lawrence Street home for 55 years. Time stands still as you walk past homemade signs through the door, smell melting wax and stroll over red shag carpet.

But sales certainly haven’t stood still, and they credit that to stalwart service, Norwegian atten-tion to detail, and one of the most diverse arrays of snowsports equipment in the country. The 12,000-square-foot, horseshoe-shaped store employs 25 people, all family and friends, with that attitude rubbing off on anyone who comes in. “It all comes down to service with an eye on the future,” says Svein. “Whenever we help someone, we’re thinking way ahead to their kids as well. We focus on family and taking care of the customer and making sure that everyone who walks in is truly happy.”

This formula has withstood the test of time. While Eugene used to have eight ski shops, now it’s down to just Berg’s. And it also pays off for its eight-year-old Internet operation. “We focus on the person who walks through the door, and when he or she moves back East, they still shop

Berg’s through the Internet,” says Svein.

Svein adds that alpine equipment continues to be the store’s “meat and potatoes,” comprising about 40 percent of sales, followed by snowboard equip-ment at 30 percent, and rentals and Nordic gear at about 15 percent each. “Our customers rely on the fact that our employees know the industry, as well as our products,” says Svein, adding that the Berg staff has more than 200 years of combined snowsports experience. “We test them, ride them and buy them ourselves.”

He also says that they invest heavily in the local com-munity, whether it’s supporting the Oregon Red Cross, Track Club, Rotary, High School Ski Team or Boy Scouts. They even give out goodie bags to cus-tomers at Christmas.

It all boils down to service. “It’s what we were founded on,” says Svein, adding that this year’s early snowfall has given everyone an upbeat attitude about the season. “And it’s why people keep coming back.” — EUGENE BUCHANAN

Hot Apparel News Spyder’s Slipper SuitSpyder has made many innovations in

ski apparel since 1978 when their famed

padded slalom sweater hit the slopes.

During this Olympic season, ski racers on

the U.S. and Canadian teams have cause

to celebrate thanks to a new innovation

called the Spyder Slippery Race Suit. In a

sport where hundredths of a second can mean

the difference between a podium and middle of

the pack, every little thread or seam counts.

Spyder’s newly designed speed suits are now

more slippery against the air because the surface

texture of the top face knit of the suit has been

refined, thus reducing the amount of friction

against the wind. Also, Spyder has reduced the

volume of the padding by 40 percent—without

losing protection— by using new shock absorb-

ing materials. The padding has been moved to a

separate underlayer, which reduces the amount of

seams, threads and edges that can catch the wind

while the racer is on course. Slippery suits will be

available to consumers during the 2010/11 season.

— KRISTA CRABTREE

Visit a resort in North America this season and chances are the employees

will be clad in a custom uniform from Helly Hansen. The Norwegian-based

company has been supplying uniforms since 2006 and outfi ts every depart-

ment of the resort’s operation including patrol, snowmaking, lift opera-

tions and the snowsports school.

In 2009, Helly Hansen added

13 new resorts to their reper-

toire and produced more than

17,000 uniform pieces for resorts

including Aspen/Snowmass,

Copper, Killington, Hunter, Dur-

ango, the Resorts of the Cana-

dian Rockies, Squaw Valley USA,

Kirkwood, Mt. Baker, Taos and

Smuggler’s Notch. — KC

Helly Hansen’s Industry Initiative

R e t a i l e r o f t h e Y e a r S p o t l i g h t

RETAIL / TOP NEWS


20_RetailsTopNews_D3.indd 20 1/21/10 5:05:27 PM

A Deal of Epic Proportions.Even though Epic Season Pass sales are closed to the general public,

SIA Snow Show attendees can still purchase the pass for only $199. That’s more than 60% off the original price!

Ski as much as you want and when you want at six amazing ski resorts, starting February 1st. But hurry, you can only purchase passes

at the Epic Booth at the SIA show!

Plus, $10 of your purchase will go toward Winter Feels Good - providing outreach tools that introduce youths to snow sports.

THIS EPIC DEAL IS ONLY AVAILABLE IN-PERSON TO REGISTERED SIA ATTENDEES AT THE 2010 SIA SNOW SHOW IN DENVER, CO

BUY TODAY

$199

Available for a limited time. Passes good from 2/1 through the remainder of the ‘09 -‘10 Season. SIA credentials are needed at the time of purchase.

©2009 Vail Resorts Management Company. Trademarks are the property of Vail Trademarks, Inc., Heavenly Valley, L.P. or Dundee Realty.

SIA Epic Adr3.indd 1 1/14/10 6:40:23 PM

FOR MORE INFORMATION CONTACT YOUR REGIONAL SALES MANAGER:

WESTERN | DAVE WRAYc: 503.708.1947

e: [email protected]

ROCKIES/CENTRAL | REDDY KENNEDYc: 303.579.7623


EASTERN | ED WRAYc: 401.743.8089


RESEARCH + SURVEYSSIA SnowSports Market •Intelligence ReportAnnual comprehensive summaries of the overall snow sports market, the women’s market, the youth market, and new for 2010, regional markets.

Retail Audit Reports•Exclusive reports on retail sales across the snow sports market from topline to model level data available by subscription to SIA members only.

Consumer Panel•Snow sports participants share their opinions through this online panel.

Partcipation Study •Counts and demographics for snow sport participants, by discipline.

Sales & Orders Surveys•Shipments and sell-in data provided by snow sports industry suppliers. Reports available to participating SIA members only.

Cost of Doing Business + •Compensation StudyComparative performance and compensation information.

Uniform & Rental Surveys•Reveals buyer planned purchases, leads and contact information.

22_SIAPage_D3.indd 22 1/21/10 5:06:21 PM

22_SIAPage_D3.indd 23 1/21/10 5:06:35 PM

DAY 3: JEREMY JONESJeremy Jones seems to be the busiest man in snowsports. Whether it’s completely immersing himself in an iconic big mountain snowboard riding career, working on a turn-earning backcountry fi lm titled, Deeper, or creating and implementing Protect Our Winters, one of the coolest movements in action sports environmentalism, Jones seems to have three careers. Then throw in ‘Jones Snowboards,’ the big mountain brand he’s launching here at SIA, and you’ve got one more job for this super passionate rider to dig his heelside into. At least we got him to sit still long enough for this interview.

SnowPress: Starting with the snowboard launch, what’s different about what you’re going to bring to market? Why pick now to start a snowboard brand?

Jeremy Jones: The last few years I have had a growing desire to put more focus toward the freerider. There are hundreds of park boards out there but a limited number of good freeride boards and I am seeing more and more people stepping away from the park and starting to explore more of the mountain. This is super important for the growth of snowboarding. We are losing a lot of older riders because all they know about is the park and they are getting sick of getting hurt so they are heading to the beach. With this company and my new movie Deeper I hope to inspire people to keep evolving their riding.

We have a strong focus toward freeride boards. Unlike most companies where freeriding is an after-thought for us it is the primary focus. This focus will hopefully lead to innovative products for people that like to ride the whole mountain – steeps, jumps, etc. and keep snowboarding.

SP: On the environmental aspect, what’s your goal with the Protect Our Winters Foundation. Why has this

movement begun to gain so much traction?

J J : From the start al l my energy was put toward making Protect Our Winters a legit organization. I have relied on experts in the field and 98% of the money we have raised has gone toward programs that show tangible results. Real front line programs were I can show people where their money is going and they can be confident that their money is going as far as possible to slow down climate change.

A lot of these projects are just getting completed now and are starting get some attention. Our volunteers have really helped in are success too. Chris Steinkamp our executive director has been working night and weekends the last three years keeping everything in line. I am proud to say he is now full time with Protect Our Winters and we are now expanding faster then ever on all fronts.

SP: On the movie front, The Deeper trailer looks fantas-tic. Why does it appear so unique? What’s so different about what you’re doing?

JJ : Hiking has always made up a large part of my winter but when it came time to film I often used

heli’s and snowmobiles. These areas (where we film) have become over crowded and we had hit all the low hanging fruit.

I wanted to get back to solitude, adventure, and new descents. By hiking past boundaries set in place by helis and snowmobiles we are able to get into bigger moun-tains, away from people and back to first descents.

SP: It looks like you’ve got five different careers going right now, including being a dad, an extreme athlete, making a movie, building an action sports environ-mental movement, and now launching a snowboard brand? How do you stay focused on all those things, and make sure they’re all moving forward at the same time?

JJ: It can be a little overwhelming at times but the key is the people I am surrounded by. I have made amaz-ing relationships over the years and I draw on those relationships to achieve success in all these different ventures. In order for my world to work I rely on a lot of people to do their job. Being a pro rider is job number one and I have no problems unplugging and losing myself in the mountains for weeks on end. This keeps me grounded and energized. — PETER KRAY

4 for the FutureTHE SNOWPRESS SNOW SHOW DAILY 2010 Q&A’S/DENVER

Q&A


24_QA_D3.indd 24 1/21/10 5:06:58 PM

OFFICIAL INDUSTRY SUPPORTER SNOWPRESS DAY 3 skipressworld.com/snowpress 25

QUESTION OF THE DAY

50 Feels GoodIt’s simple to win swag and help get kids on the slopes. Just buy a ticket for SIA’s Winter Feels Good “50 for 50” program. Ten dollars puts you in a raffle to win prizes worth a total of $20,000 donated from nine resorts and 20 SIA exhibitors. The most alluring of them is a five-day trip to Park City, Utah, site of the 2002 Winter Olympics. It’s all for a good cause. “The goal is to raise $50,000, to con-tinue developing educational materials and programs that encourage youth to get involved in snow sports,” said SIA’s Mary Jo Tarallo. Buy tickets online at www.winterfeelsgood.com — DOUG SCHNITZSPAHN

Check It OutFit two pairs of fat skis and a snow-board inside the Wheeled Double-Decker Ski/Snowboard Combo bag from High Sierra. Padded main com-partments and dividers protect what slides you, zippered compartments on top stash jackets and socks, and corner-mounted wheels skate you to the ticket counter – where you can still get in under the 50-lb. bag limit. (Pictured: High Sierra’s Stella Peterson) — EUGENE BUCHANAN

What’s selling back home at retail? What are you buying here?

“Oakley. I love the Gretchen Bleiler jean pant and the acid green jacket with ruffl es.” — Lee Keating, Performance Ski, Aspen/Snowmass, CO

“Accessories have been strong. That pretty much sums it up. With the recession people want to re-accessorize rather than buy a whole new outfi t.”— Alex Beane and Michael Matthews,The Backpacker, LA

“We saw new Candygrind gloves that we loved. Orage has exploded. And we were excited about the new Arbor boards with GripTech, which makes rocker stick.”— Sharon Reimer, Erika Fitzgerald and Quiggle, Crested Butte Mountain Resort, CO

“Neve sweaters. Buff. The Talus Cold Avenger—you have to sell it, but once they try them they love them.”— Melissa Smalley, Anita Duncan and Jessica Duncan, Alta Ski Shop, UT

“Backcountry. Spark R&D splitboard bindings have been selling like mad. Never Summer boards. Sessions.”— Jay Moore, World Boards, Bozeman, MT

“Last year’s demos. This year’s demos. Not many people are coming in looking to spend a grand. They want the best for as little as they can pay.”— Devon O’Neil, AMR, Breckenridge, CO

Find your escape from the tradeshow in a cargo container. The Yard (booth 105) returns to SIA this year with an eclectic, interactive mix of culture and lifestyle. The LoveSac’d retreat from the wheeling-and-dealing is engulfed in sticker-friendly cargo containers which house the crews from Transworld Snowboarding and Teton Gravity Research. Fuel TV will show its latest episodes of Tracking Eero and The Adven-tures of Danny & The Dingo.

Comfy containers are available for those eager to break from the booth for a deal-making chat (reservations necessary). Jackson-based Asymbol will display art erupting from the collaboration of pro boarder Travis Rice and artist Mike Parillo. Volcom, Vans and Burton

are showing the “I AM SNOWBOARDING” exhibit in honor of Jeff Anderson.

“The idea is to provide a space to get away from the tradeshow and just chill,” says Yard designer Styk.

Winter Park’s Ruby Hill, the urban terrain park designed in conjunction with the city of Denver, also will host in The Yard. Boulder-based Protect Our Winters will help marry all wintersports passions into a single focus on reversing the damage of climate change.

Nightly events will feature a mac-n-cheese bar and the Holy Grail of all tradeshows, free beer. — JASON BLEVINS

The Yard: Free Beer, Mac-n-Cheese and Danny & The Dingo

25_Question_D31.indd 25 10-01-29 20:08

SHOW OFFS


Mardis Gras It Ain’t, But The Parade is Still GoodFrom Shaun White to a giant rabbit, the halls of SIA were alive with freaks, both human and inhuman!

26_ShowOffs_D3.indd 26 10-01-29 18:49

Untitled-2 1 1/13/10 2:37:10 PM

Untitled-1 1 1/14/10 7:00:32 PM27.indd 1 1/25/10 12:06:52 PM

OFFICIAL INDUSTRY SUPPORTER

SATURDAY, JAN. 30, 20106:45AM - 9:30AM • Room 208 • Christian Fellowship8:00AM - 9:00AM • Room 402 • From Andorra to Australia: Take Your U.S. Brand Worldwide • How to fi nd potential distributors and customers, undertand regulatory requirements, successfully navigate international shipping, protect your brand identity and get paid on your sales. Attendees will receive a copy of the US govern-ment’s “Basic Guide to Exporting.” • Danielle Dooley and Larry Brill8:00AM - 8:30AM • Room 401 • SIA • Industry Rep Health Insurance Presentation • Introduction of the newly announced SIA health insurance program administered by ZeroChaos.8:30AM - 9:30AM • Convention Center Atrium • National Youth Summit SOS Outreach • Celebrate what the industry is doing to get kids outdoors through snowsports.9:00AM - 12:00PM • Booths 1355, 1555 • Coffee and Pastries for Buyers at the Screamer, Inc. Booth 9:00AM - 5:00pm • Booth 3478 Kneissel North America is giving away a pair of its 2010/11 Rockstar skis (191 @ 145-108-130). Drop by with a business card. Drawing is noon Sunday.9:00AM - 6:00PM • Booth 2568 • Chance to Win $100 Off Your Tail Wags Helmet Covers Order at the Tail Wags Helmet Covers Booth • Drop your business card in the ballot box for a chance to win $100 off your Tail Wags Helmet Covers order.9:00AM - 6:00PM • Booth 105 • Crash the Yard at 105 • A community space dedicated to merging the art, entertainment and image into one cultural zone that emanates the lifesstyle of the snow sports industry. Private meeting lounges are available and can be reserved onsite.9:00AM - 6:00PM • Coat & Bag Check • Vintage Coat Con-test by Outlyne Activewear • Drop off your vintage jacket or a cool photo of you in your vintage jacket at the Coat & Bag Check sponsored by Outlyne Activewear any morning at the show and at the end of the day Outlyne Activewear Swiss & U.S. team will pick a winner for a new outfi t from Outlyne Activewear.9:00AM - 6:00PM • Booth 2971 • White Elephant Bra Tree Gift Exchange at the Condit Booth • Bring an item or a swag to trade in, or give us your bra/undie for a chance to win some dope prizes! It’s that easy...nobody walks away empty-handed.9:00AM - 6:00PM • Booth 3434 • Colorado Skin Cancer Task Force - Volunteers from Colorado Cancer at the Rocky Mountain Sunscreen Booth • Coalition’s Skin Cancer Task Force are available to answer your questions and give you free information on skin cancer prevention.10:00AM - 6:00PM • Colorado Ski Country USA (CSCUSA) Central Lounge and Food Court • X Games Live Feeds10:00AM - 2:00PM • Booths 1355, 1555 • Meet Screamer Team Rider Leslie Glen10:00AM - 4:00PM • Korbel 2 • Malakye • Shmooza Palooza • Meet face to face with companies at a job fair/networking event for the snow sports industry. 11:00AM - 2:00PM • Booth 1261 • Caricatures at the Dohm-Icebox, LLC Booth • Sit down with our catalog cartoonist and see yourself drawn participating in your favorite outdoor sport.11:00AM - 12:00PM • Booth 3042 • Skis, Lies and Videotape at the Snowcraft Booth • Remember your fi rst day on Skis? Snow-craft invites you to share your story on camera! Enter a Drawing, Win Prizes!11:30AM - 12:30AM • Room 401 • The Big Opportunity in Marketing to Women • Five ways to get started in increasing your share of female customers. • Elizabeth Howland12:00PM - 11:00PM • 500 Sixteenth St • Denver Pavilions and Warren Miller Films • Warren Miller Screenings • Warren Miller fi lms will play on our 20 ft screen.12:00PM - 12:30PM • Rooms 403, 404 • Lunch and Network-ing • OIWC Gathering and Award Ceremony • Lunch gathering providing a unique opportunity to connect with other women in your industry along with honoring the 2010 Industry Award winners.12:30PM - 12:45PM • Rooms 403, 404 • Award Presentation • OIWC Gathering and Award Ceremony • Lunch gathering provid-ing a unique opportunity to connect with other women in your industry along with honoring the 2010 Industry Award winners.12:45PM - 1:00PM • Rooms 403, 404 • Networking • OIWC Gathering and Award Ceremony • Lunch gathering providing a unique opportunity to connect with other women in your industry along with honoring the 2010 Industry Award winners.1:00PM - 2:00PM • Room 401 • The Big Opportunity in Market-ing to Women • Five ways to get started in increasing your share of female customers. • Elizabeth Howland1:00PM - 2:00PM • Room 402 • Show Me the Money: Financ-ing & Getting Paid on International Sales • Learn how to maximize your profi ts on export sales and whether requiring cash in advance, selling on open account, or using letters of credit works best for you. Attendees will receive a copy of the US government;s “Trade Finance Guide.” • Dennis Chrisbaum1:00PM - 4:00PM • Booths 1355, 1555 • Meet Screamer Team Rider Seth Hill1:00PM - 2:00PM • MBS Mountainboards Big Air Zone • MBS Mountainboards Big Air Show • MBS Mountainboards pro riders bring the mountains to the city performing freestyle tricks and rail slides. 2:00PM - 4:00PM • Booth 519 • Tattoo Artist at Sugapoint Booth • Tattoo artist and demo.2:00PM - 3:00PM • Booth 3042 • Skis, Lies and Videotape at the Snowcraft Booth • Remember your fi rst day on Skis? Snowcraft invites you to share your story on camera! Enter a Drawing, Win Prizes!

3:00PM - 4:00PM • MBS Mountainboards Big Air Zone •MBS Mountainboards Big Air Show • MBS Mountainboards pro riders bring the mountains to the city performing freestyle tricks and rail slides.3:00PM - 3:30PM • Booth 1323 • Go Pro Camera Giveaway at the Go Pro Booth • Stop by for a chance to win the Go Pro HD wearable sports camera.4:00PM - 5:00PM • Booth 3223 • Belly Dancing Exhibition at the RipperWrap Booth5:00PM - 7:00PM • Room 502 • Shred Blog Summit5:00PM - 6:00PM • MBS Mountainboards Big Air Zone • MBS Mountainboards Big Air Show • MBS Mountainboards pro riders bring the mountains to the city performing freestyle tricks and rail slides.5:30PM - 6:00PM • Room 401 • SIA • Industry Rep Health Insurance Presentation • Introduction of the newly announced SIA health insurance program administered by ZeroChaos.5:45PM - 7:15PM • Convention Center Lobby • Apres Ski & Ride Happy Hour • Join Visit Denver after the Snow Show for some fun entertainment, live music, libations and prize giveaways. Enter for a chance to win Southwest Airlines tickets. Must be present to win. Drawing takes place at 6:30 PM.6:00PM - 8:00PM • Booth 2534 • Austrian Rieder Bier Party at the Wintersteiger Booth • Celebrate Wintersteiger’s rich Austrian heritage by joining them for their favorite beverages.6:00PM - 9:00PM • Ruby Hill Rail Yard • Winter Park Resort and Denver Parks and Recreation • Ruby Hill Rail Yard Project • Rail Jam event at Ruby Hill Rail Yard. Transportation provided, sign up at Winter Park booth (105)in the Yard. 6:00PM - 9:00PM • Skyline Park, 16th St at Arapahoe • Aspen/Snowmass • Winter X Games Viewing Party • Skyline Park will be transformed into a Winter X Games viewing party with events broadcast live from Aspen/Snowmass on the big screen Thursday, Friday and Saturday from 6-9pm each evening. Everyone is invited to join the excitement SIA is bringing to Denver at Skyline Park. Bud Light will have a beer garden with $3 beer special with proceeds benefi ciating the Environment Foundation.9:00PM - 1:30AM • Gallery 22, 821 22nd St. (22nd & Champa) • Feed Your Soul SOS Outreach • Check out the best funk DJs in the west and help ten youth charities.

SUNDAY, JAN. 31, 20106:45AM - 9:30AM • Room 208 • Christian Fellowship8:00AM - 8:30AM • Room 401 • SIA • Industry Rep Health Insurance Presentation • Introduction of the newly announced SIA health insurance program administered by ZeroChaos.9:00AM - noon • Booth 3478 • Kneissel North America is giving away a pair of its 2010/11 Rockstar skis (191 @ 145-108-130). Drop by with a business card. Drawing is at noon.9:00AM - 6:00PM • Booth 2568 • Chance to Win $100 Off Your Tail Wags Helmet Covers Order at the Tail Wags Helmet Covers Booth • Drop your business card in the ballot box for a chance to win $100 off your Tail Wags Helmet Covers order.9:00AM - 6:00PM • Booth 105 • Crash the Yard at 105 • A community space dedicated to merging the art, entertainment and image into one cultural zone that emanates the lifesstyle of the snow sports industry. Private meeting lounges are available and can be reserved onsite.9:00AM - 6:00PM • Coat & Bag Check • Vintage Coat Con-test by Outlyne Activewear • Drop off your vintage jacket or a cool photo of you in your vintage jacket at the Coat & Bag Check sponsored by Outlyne Activewear any morning at the show and at the end of the day Outlyne Activewear Swiss & U.S. team will pick a winner for a new outfi t from Outlyne Activewear.9:00AM - 6:00PM • Booth 2971 • White Elephant Bra Tree Gift Exchange at the Condit Booth • Bring an item or a swag to trade in, or give us your bra/undie for a chance to win some dope prizes! It’s that easy...nobody walks away empty-handed.11:00AM - 2:00PM • Booth 1261 • Caricatures at the Dohm-Icebox, LLC Booth • Sit down with our catalog cartoonist and see yourself drawn participating in your favorite outdoor sport.11:00AM - 12:00PM • Booth 3042 • Skis, Lies and Videotape at the Snowcraft Booth • Remember your fi rst day on Skis? Snow-craft invites you to share your story on camera! Enter a Drawing, Win Prizes!12:00PM - 11:00PM • 500 Sixteenth St • Denver Pavilions and Warren Miller Films • Warren Miller Screenings • Warren Miller fi lms will play on our 20 ft screen.12:00PM - 1:00PM • MBS Mountainboards Big Air Zone • MBS Mountainboards Big Air Show • MBS Mountainboards pro riders bring the mountains to the city performing freestyle tricks and rail slides.12:00PM - 12:30PM • Room 401 • SIA • Industry Rep Health Insurance Presentation • Introduction of the newly announced SIA health insurance program administered by ZeroChaos.2:00PM - 4:00PM • Booth 519 • Tattoo Artist at Sugapoint Booth • Tattoo artist and demo.2:00PM - 3:00PM • MBS Mountainboards Big Air Zone • MBS Mountainboards Big Air Show • MBS Mountainboards pro riders bring the mountains to the city performing freestyle tricks and rail slides.2:00PM - 3:00PM • Booth 3042 • Skis, Lies and Videotape at the Snowcraft Booth • Remember your fi rst day on Skis? Snowcraft invites you to share your story on camera! Enter a Drawing, Win Prizes!3:00PM - 3:30PM • Booth 1323 • Go Pro Camera Giveaway at the Go Pro Booth • Stop by for a chance to win the Go Pro HD wearable sports camera.

SHOW CALENDAR

VISIT US AT BOOTH #328

A HIGHLY BREATHABLE AND WATER-RESISTANT SOFT SHELL FEATURING POLARTEC® POWER SHIELD® PRO

PHOTO: TIM KEMPLE

CLIENT > POLARTEC JOB > 09-POL-0001_SIA_M INKS > 4c TRIM > 5.1875"x12"

BLEED > 5.4375"x12.25" LIVE > 4.6875"x11.5"

09-POL-0001_SIA_M.indd 1 1/8/10 3:49 PMUntitled-2 1 1/13/10 2:58:42 PM28_ShowCalandar_D3.indd 28 10-01-29 3:07 PM

AQUA SEAM TECHNOLOGYTraditional sewn seams weaken the water resistant qualities of soft shell, hard shell, leather and fleeces. The small punctureholes in critical areas like palms and thumbs allow wind and

water to penetrate. Aqua seam ensures that precipitation stays completely out, keeping the hand dry and warm in the process.

Aqua Seam Technology uses liquid coating to fill every holecreated by a sewing machine. With a combination of Aqua Seam

and W/B fabric, your hand stays warmer and dryerwithout any type of insert needed.

AQUA SEAM TECHNOLOGY

Booth number 3633 SIA

M3 Nordic ABBox 1053,

271 00 Ystad, SwedenTel: +46-(0)411-606 15

[email protected]

M3 Nordic Inc.P.O. Box 1462,

Deerfield Beach FL 33443, USAPh. 561-414-9204

[email protected]

AQUA SEAM TECHNOLOGYTraditional sewn seams weaken the water resistant qualities of soft shell, hard shell, leather and fleeces. The small punctureholes in critical areas like palms and thumbs allow wind and

water to penetrate. Aqua seam ensures that precipitation stays completely out, keeping the hand dry and warm in the process.

Aqua Seam Technology uses liquid coating to fill every holecreated by a sewing machine. With a combination of Aqua Seam

and W/B fabric, your hand stays warmer and dryerwithout any type of insert needed.

Booth number 3633 SIA

M3 Nordic ABBox 1053,

271 00 Ystad, SwedenTel: +46-(0)411-606 15

[email protected]

M3 Nordic Inc.P.O. Box 1462,

Deerfield Beach FL 33443, USAPh. 561-414-9204

[email protected]

Untitled-1 1 1/14/10 6:49:27 PM

1800-770-8750 - [email protected] - SIA Denver Show - Booth # 4174

Untitled-2 1 1/14/10 1:54:34 PM

(800) 552-8585www.OPEDIX.comDistributed by Polarmax/Longworth Industries

AVAILABLE AT FINER SPECIALTY STORES

FLEECE

FLEECE

ALIGN YOUR BODY… SUPPORT YOUR KNEES.

WITH OPEDIX WELLNESS GEAR

Distributed by Polarmax/Longworth Industries

AVAILABLE AT FINER SPECIALTY STORES

ALIGN YOUR BODY… SUPPORT YOUR KNEES.

100% MADEIN THE USA

BOOTH #4223

Untitled-5 1 1/15/10 5:57:19 PM

29.indd 1 1/25/10 12:08:25 PM

WHO YOU GONNA SEE? HERE’S THE EXHIBITORS LIST

686 .....................................................................3213180s LLC........................................................... 15483point5.com .................................................. 35405 Hour Energy ..................................................6165150 Snowboards .........................................3915540 Snowboards ...........................................1502AASI - American Association of Snowboard Instructors ..........................220ABS Avalanche Rescue Devices.................1121ACADEMY Snowboard Co. ..........................3315Advanced Racking Systems .....................3735Adventive IDEAS/ActiVHeat ......................2122Adventure Eye Video Systems (AEVS) LLC ......................................................3533AFRC-Outdoor Gear, Inc. ............................2655Airblaster ........................................................ 4012Alpina Sports Corp. .....................................2779Alp-n-Rock LLC ...............................................1361American Express ...................................... 4556Ammatac ........................................................3347Anakie Outerwear ........................................2419Analog Clothing ........................................... 2910Anon Optics ....................................................3013Apex Sports Group ......................................4355APO-USA ............................................................1120Arbor ..................................................................2116Arc’teryx Equipment Inc ............................1337Arctix ................................................................2468Armada ............................................................4329Aspen/Snowmass Retail Work Area and Lounge ................................268Aspire Brands LLC ...................................... 4034Athalon Sportgear, Inc. ...............................4165Atlas Snow-Shoe Co. .....................................4131Atmosphere NW LLC ..................................... 707Atomic Snowboarding ..............................4055Atomic USA, Inc .............................................4155Auclair Sports, Inc ........................................2167Backcountry Access, Inc. ..........................3379Bailo USA ........................................................ 1060Bakoda Design Logic Accessories ..........2107Banshee Bungee ...........................................1807Base Camp .....................................................4032Bataleon Snowboards ...................................724Bausch and Lomb .........................................3142BEARPAW ........................................................... 773Bergans of Norway .......................................564Bern Unlimited LLC .......................................2119Best Lockers .....................................................215Betty Rides ......................................................2314Billabong USA.................................................3619BitchBoards ................................................... 1306Black Diamond Equipment Ltd. ..............2928Black Diamond Sportswear Inc .................742Blizzard............................................................3778Boeri USA Inc ................................................4337Bogs Footwear ................................................934Bolle’ ................................................................... 523Bond Clothing Inc ......................................... 1015Bonfi re Snowboarding Company ............2102Bonnier Mountain Group ...........................3551Booster Strap ................................................3667Boulder Gear .................................................2655brandbase, Inc ..............................................4307Brandwise ........................................................4132Briareos Inc ...................................................3377Bridgedale ......................................................3365Briko North America ..................................3676Briko-Maplus ..................................................3561Buff, Inc. .............................................................419BULA ..................................................................1028Burgess Custom ........................................... 1550Burton Snowboards ....................................2503Burton Snowboards .....................................2512Buzrun Snowboards ......................................515C.H. Robinson Worldwide .......................... 1658C3 Worldwide .................................................2919Caframo Limited ......................................... 3640Cairn .................................................................3532CAM Commerce Solutions ........................3733Canada Goose ...............................................2563Canadian Consulate General .....................369CandyGrind ......................................................610CAPiTA Snowboarding ................................3219Celerant Technology Corporation ..........3167Celsius Snowboard Footwear Company ....................................... 722Celtek ..................................................................518CenterStone Technologies, Inc. ..............2969Cersal Action Sports Inc. ...........................1907Chaos ................................................................1246

Charlton ..........................................................4522Cilla ...................................................................3423COAL Headwear .............................................2919Cocona Inc ..................................................... 1058ColdDist LLC .....................................................1216COLDPRUF Base Layer ...............................3546Colorado Ski Country USA ......................... 1747Colorado Ski Country USA Central Lounge & Food Court ...................2132Condit Exhibits ..............................................2971Conform’able .................................................4572Copper Mountain Retail Work Area .......3773CoreUPT Skis ...................................................506CoVelo Clothing Inc .....................................1067Crash Pads ......................................................2421crazeeHeads inc ............................................948Crescent Moon Snowshoes ......................4033Crested Butte Lounge and Restaurant Seating ........................... 4655Crossfi re Safety Eyewear .........................3463CTR (Chaos Thermal Regulation) ............1246Czarnowski Display Services ...................4245DAKINE .............................................................2720Dalbello-Elan Sports LLC ...........................4177Dale of Norway, Inc ....................................... 769DaleBoot ......................................................... 3749DC Shoes, Inc .................................................3202Demon International ..................................2309Denali ................................................................1770Dermatone ...................................................... 3174Descente North America, Inc ....................345Dincus Apparel ...............................................422Disciple Gloves and Accessories by Saranac .....................................................3528Discrete Headwear ......................................2967DNA (Descente North America) ................345Dohm-Icebox LLC ...........................................1261DownUnders Footbeds ..............................4037DPS SKIS ..........................................................3269Dragon Alliance ..............................................1819Drake .................................................................2107Drop ....................................................................2411DRYGUY LLC ...................................................3752Dynafi t ............................................................. 3374Dynastar Skis ................................................3770Eagle Products, Inc. .................................... 1460EasyLoungin ....................................................1021Echo Design ....................................................1559Eider ..................................................................1343Eisbar USA .........................................................661EK Ekcessories, Inc......................................3363Elan Blanc ........................................................1947Electric ............................................................. 1016Ellison Skis .....................................................3563elope, Inc. ........................................................1359EMSCO Group.................................................2463Epic Pass .........................................................3356Eps-Doublet ................................................... 4441Erik Sports-WhiteWoods............................3576Erin Snow.........................................................1073ESTES Forwarding Worldwide ...................4138Eurosocks International............................2364EVEREST AMERICA .......................................2864Expand A Sign USA ......................................3833Eyewars Inc .....................................................3615Fashion Lounge ..............................................1164Fast Strap .......................................................3748Fat-ypus Skis .................................................4240FedEx Ship Center ........................................4516Fera International Corp. .............................. 755FEYEM s.p.a. ..................................................... 766Fischer Skis US ............................................ 4568Five Seasons ..................................................1736Flaik .....................................................................219Flow Snowboarding .....................................2921Flux Binding ...................................................3622Flying Tex ......................................................... 1237FlyLow Gear ....................................................3169FogShield Sport .............................................3142Fortitude Skis ................................................3570Forum .................................................................1319Foursquare .......................................................1319Fox River Mills, Inc. ........................................ 573Freewind Sports Co Ltd .............................2962Fresh Powder Media LLC ...........................3034Fuel ...................................................................2907Full Tilt .............................................................3655Gabel Sports Group (North America) Inc ....................................3566Garmont NA, Inc ...........................................3365GES Exposition Services ............................3164

Gibbon Slacklines ...........................................421Giro Sport Design ........................................3228Global Snow Hats.........................................4524GoGo Sports Inc ........................................... 1466GOODE Ski Technologies .......................... 3660GoPro ................................................................1323Gordini USA, Inc ............................................ 3742G-Performance ..............................................1775Grabber Inc. ...................................................3243Grandoe...........................................................3234Granger’s ....................................................... 3568Grenade Inc ...................................................3907Halti USA ..........................................................1258Hart Ski Corporation ................................. 4039HEAD Snowboards ........................................3155Head Wintersports .......................................3155Healthy Bacs ....................................................574Heat Factory, Inc ......................................... 2844Heelside ............................................................906Hell is for Heroes ......................................... 1564Helly Hansen (US) Inc..................................1755HESTRA GLOVES, LLC ..................................2260High Point Ventures....................................2867High Sierra Sport Co. ..................................3537High Society Freeride Company LLC ....3624Highland Trading Company/Sportube .........................................................3357Holden ..............................................................3419Horizon Agency, Inc - Outdoor Sports Insurance .......................4555Hot Chillys ......................................................3246Hotfi ngers Gloves ......................................... 1777Hotronic USA, Inc .........................................3355H-PAK ...............................................................3378Hyperbola ........................................................1975I FOUND ............................................................ 2015I.C.E. Inc .............................................................668Ice Couture ....................................................2765Icelandic Design ............................................1032Icelantic Skis ..................................................3371Impact Canopies USA ................................ 4035Implus Footcare LLC .................................. 3568Indo Board Balance Trainer ......................2719InForm Sports LLC ...................................... 4434INNOVATIONS, NOW Grand Concourse Isaora ..............................1112Itasca Footwear by C.O. Lynch Enterprises ......................................... 734K2 Skis .............................................................3728K2 Snowboarding .........................................4122Kamik div of Genfoot America..................569Karbon ................................................................ 175Kastle GmbH ..................................................3775KHL POLYURETHANE USA INC ....................363Khombu ............................................................1369Killtec NA Inc. ................................................. 1749Killy ....................................................................1343Kiss My Face Corporation ......................... 3747Kjus USA ............................................................ 576Klymit .................................................................642KneeBinding, Inc. .........................................3565Kneissl North America LLC ......................3478Knitwits by Delux ..........................................1240Koala Snow Sports, LLC ............................ 4042Kombi Ltd. ......................................................2849Komperdell.....................................................3267Kuhl Clothing ..................................................2164KUUsport Mfg. Ltd. ........................................4161Kwik Tek, Inc. ................................................ 4344L1 Outerwear .................................................. 1510Lamar .................................................................906Lange Ski Boots ...........................................3770L-Bow Mittens ................................................3645Learn A Snow Sport (Consumer Initiatives) ......Grand ConcourseLeisure Trends Group .................................2964LEKI USA, Inc...................................................3571Les Ettes Cosmetics.....................................3616Level North America .................................. 3724Liberty Skis ....................................................3855Life-Link ..........................................................3365Line Skis ..........................................................3656Liquid Boardwear .........................................4107Little Hotties................................................. 3568Loki ....................................................................1364Lorpen North America Inc .........................1961Love Hope Strength Foundation ...............216LTD Snowboards.............................................906Lucky Bums Inc .............................................2771M. Miller ............................................................. 762Madshus ............................................................4131

Magic Potion.................................................4043MANIC Snow .....................................................1815Manzella Productions, Inc ........................2934Mariner Business Solutions .....................2866Marker Ltd ........................................................255Marker Sport and Travel Bags .................4165Marker USA ................................................... 4566Marmot Mountain, LLC................................1243MasterFit Enterprises ................................4374MBS Mountainboards ....................................102McDavid ............................................................. 1761Mental ...............................................................1973Mervin Manufacturing ...............................3607Microfurr ........................................................ 3360Minus 33 Merino Wool Clothing .............. 1464Mitchie’s Matchings ...................................... 373Mitsubishi International Corporation .....224Molehill Mt. Equipment, Inc ......................2769Moment Skis ..................................................4333Montana Sport North America Inc ........ 3737Monument Snowboards ............................2407Moon Shadow ................................................1246Morrow Snowboards ..................................3920Mount Tec Gloves ........................................3633Mountain Hardwear, Inc ..............................436Mountain Menace ...........................................514Mountain Uniforms .......................................559NASTAR .............................................................3551NSSRA - National Ski & SnowboardRetailers Association ................................3477NSAA - National Ski Areas Association ................................................... 4442NSP - National Ski Patrol ............................ 223Nations Best Sports ....................................4577Nativ Boardriding Company ......................1314Native Eyewear ..............................................1238NEFF ...................................................................1507Neve Designs ..................................................1945Never Summer Industries ..........................1515New Wave Enviro Products ......................2869Nidecker US Inc ..............................................1414Nikita Clothing USA, Inc. ............................4221Nils Inc ..............................................................1736Ninthward Skis USA ................................... 4436Nitro Snowboards ........................................ 1510Nobis ................................................................2903NoBoard .............................................................612Nomis ...............................................................4307Nordica USA ....................................................4169Northwave North America, Inc. ...............2107Nutcase Inc .....................................................3134Oakley Inc ........................................................1328Olympia Sports Company, Inc .................3345Omatic Snowboards .....................................2311Omeez Apparel ............................................. 1468Oneballjay ..................................................... 2908O’Neill ................................................................1523Optic Nerve ....................................................3542Optimal Furs, Inc. ..........................................1358ORAGE ...............................................................1728Outdoor Technology ....................................1232Outlyne Sports AG ........................................1367Outlyne Coat Check .........................Lobby A/FParajumpers .................................................. 1564Parle’ Your Style ............................................1033Patagonia Inc. ................................................1822Pepper’s Performance Eyeware, Inc ......2316Pertex...............................................................4525PG Exhibits ..................................................... 1650Pinnacle Designs .........................................2766PISTIL ................................................................ 1745Planet Earth Clothing..................................4120POC USA LLC ...................................................1023point6 LLC ........................................................1551POLARMAX - OPEDIX ...................................4223POW Gloves ....................................................3207Powderhorn ......................................................745Precision Mountainwear/Helix Snowboardwear .................................. 424Press Room .................................... C MezzaninePSIA - Professional Ski Instructors of America ................................220Publik/Profi le Apparel .............................. 3007Pulse ................................................................. 3160Quiksilver Inc ................................................3702R.E.D. ..................................................................2913Ra Optics .........................................................3734Rab ....................................................................3368Racer USA .......................................................3545Railyard Rails ................................................ 1506Raw Revolution................................................512

Rawik ................................................................2655Real Earth Products LLC .......................... 3544Recco Systems Ltd .......................................2819Recon Instruments Inc .................................1110Redfeather Snowshoes .............................3579Regina Imports ..............................................1569Reichmann & Sohn GmbH .........................3342Rental World .................................................. 2974reusch SnowSports.....................................2846Ride Snowboards ..........................................3915RipperWrap ....................................................3223Ripzone / Powder Room.............................4316Roces USA, Inc ...............................................4174Rocky Mountain Sunscreen .................... 3434ROI—Recreation Outdoor Initiative .........4321Rome Snowboard Design Syndicate ............................................719Rossignol ........................................................3765Rottefella ..........................................................3171Roxa .................................................................. 3749Roxy ..................................................................3702Ruffolo Enterprises, Inc .............................3242S4 Optics .........................................................3424Sabre .................................................................3615Salomon Snowboards ................................ 1802Salomon USA ................................................ 4047Sans USA .......................................................... 1773SCARPA North America, Inc. ......................3171Schuessler/Jacob Ash Accessories.........750Schure Sports U.S.A., Inc .............................. 175Scott USA ........................................................2837Screamer .........................................................1355Seirus Innovation ........................................2543Serengeti Eyewear ........................................ 523Sessions .............................................................2111Shred Optics ...................................................1907Shredalert ......................................................2307SIA Information Booth .............Atrium LobbySIA Registration ................................Lobby A/FSick Stickz ..................................................... 3666Sisco Sports USA ............................................513Skadi Sports/Caamano ................................659Skboot .............................................................3663SKEA, LTD ........................................................2469Ski Kare ............................................................3361Ski Logik...........................................................4134SKI Magazine ..................................................3551Ski Press World Inc........................................342Ski Tops/Chaos/Moon Shadow/CTR ....................................................1246Skiing Magazine ............................................3551Skijunk.com .................................................. 4443SkiKaps ............................................................3358SkiMetrix, Ltd ................................................3667Skullcandy, Inc. .............................................. 1810SlopeViews ...................................................... 1010Slytech Protection .......................................1907SmartWool Corporation ............................2456Smith Optics ..................................................2628Smokin’ Snowboards....................................1012Snapdry ...........................................................3355Sno Skins Inc ....................................................1161Snow Angel ......................................................842Snow Dragons ...............................................2655Snow Sports Consumer Initiatives ...............................Grand ConcourseSnowcraft Industries ................................. 3042Snowell North America ............................4044Snowjam LLC ..................................................1502SOLE..................................................................4357Sound ...............................................................4307Spacecraft Inc ..............................................3407Spark R&D .........................................................1816Special Blend...................................................1319Spice Snowboards ........................................1502Sport Obermeyer Ltd. ................................ 2473Sportcaster Company, Inc ........................ 3160Sporthill, Inc .................................................. 2160Sports Accessories America Inc ............2760Sportube .........................................................3357Spy Optic, Inc. ...............................................3707Spyder Active Sports, Inc. ..........................1173Starr Surf Skis LLC ......................................3423Steamboat and Howelson Hill Restaurant Seating Area ...................... 261Stepchild Snowboards .............................. 3609Stöckli Ski USA............................................. 3858STOMP Design Unlimited Inc.....................2219Storm Skis ..................................................... 3360Strap Pad LLC ................................................3763Sugapoint ..........................................................519

Sun Company Inc. ......................................... 1762Sun Valley Ski Tools Inc .............................3342Sunbelt USA .................................................. 2540Suncloud Polarized Optics .......................2628Sunglass Management Design (SMDI Inc) .........................................3722Sunice ............................................................... 1767Superfeet Worldwide Inc. ........................ 2960Surface Skis ...................................................3557Swany ................................................................ 1777Swivler Inc. .....................................................4522Swix Sport USA, Inc ...................................... 3174Tabask ...............................................................1558Tail Wags Helmet Covers Inc. ..................2568Technine..........................................................4307Tecnica USA ...................................................3778Terramar Sports Inc. .................................. 1350The Best of the Southwest Restaurant Seating Area .......................... 4301The Colorado Gems Retail Work Area ...........................................4521The Faction Collective Ltd ....................... 4435The North Face ............................................... 328The Original Muck Boot Company ..........1659The Peapack Mitten Company ................2764The Program ....................................................1319The Ski Channel.............................................. 267The Slider Corporation ..............................3726The Soze Group ............................................4572The Yard .............................................................105Therm-IC .........................................................4572Thirty-Two Boots ......................................... 3208Thorlo Inc .........................................................1561Thule, Inc. .......................................................3933Topper Crown International Inc. ..............849Toyota Tsusho Corporation.......................1239Transaction Resources Inc (TRI) ............3362Transpack .......................................................2842TransWorld Media ...........................................105Trespass USA ....................................................737TREW ....................................................................1119Trikke Tech Inc. ..............................................4142Tubbs Snowshoes .........................................4129Turbine Boardwear .......................................1310Turtle Fur Group .............................................1155Tyrant Snowboards ......................................3107U4E .......................................................................315UFO Plast.......................................................... 1774Ugg Australia .................................................1252Under Armour Performance ..................... 728Union Binding ............................................... 3016Unity Snowboard Manufacturing LLC .....................................................................2916Universal Sports Network .....................LobbyUvex ................................................................... 3174Vail Resorts Inc .............................................3356Vans ...................................................................3612Venture Snowboards ................................... 1916Vew-Do Balance Boards ..............................1315VIST North America .................................... 1965Volcom ................................................................710Volk Performance Wear ............................4557Volkl ..................................................................4557VonZipper ........................................................3716VR2 Distribution Inc .....................................1733Warren Miller Entertainment ...................3551Web Lounge ........................................Lobby A/FWhite Sierra .....................................................555Wigwam Mills, Inc......................................... 2767Winter Feels Good (Consumer Initiatives) Grand ConcourseWinter Olympics & Snow Sports: Past to Present Grand ConcourseWinter Park Restaurant Seating .............1302Winter Park/Ruby Hill ....................................105Winter Trails (Consumer Initiatives) Grand ConcourseWintersteiger Inc.......2534With a Twist ...................................................... 748World United Industries Limited ..............1921Wrong Gear Inc ................................................510Yaktrax............................................................ 3568Yellowman/YMX .............................................. 824YRC (Roadway/Yellow) ................................4137ZAG Skis ..........................................................4359Zeal Optics .....................................................3224Zero/The Fairfi eld Line .............................. 1348Zimtstern North America .......................... 1019Zinka .................................................................2423Zipfy Inc. .........................................................3344ZipperBack Gloves .......................................3751Zuma Snowboards .......................................1502

As of 01/22/10, subject to change.


30_SIAExhibitors_D3.indd 30 10-01-29 3:08 PM

Untitled-1 1 1/13/10 4:55:52 PM

Untitled-1 1 1/13/10 2:34:47 PM

SIA Day_3

Documents

Transcript of SIA Day_3