Denver, CO – Talk at the 2011 SnowSports Industries America (SIA) Snow Show, an annual ski and snowboard industry trade show held at the Colorado Convention Center in Denver and on the slopes of Winter Park ski resort in Colorado over the past week, seemed to alternate between two topics: snow and sales. With snow falling in record amounts across the country and snow sports sales at an all-time high, exhibitors and retailers alike were sharing stories of unbelievable amounts of snow falling and customers clearing them out of certain product categories.n“I can’t remember the last time I’ve had snow in my back yard for this long,” commented Paul Prutzman of Pinnacle Sports in Redding, Penn. “If people are looking at grass, it just doesn’t put them in the right frame of mind to buy skis and snowboards.”
“Last year was tough for everyone. This year we are super clean, and we were sold out by December 20th. Snow always helps,” added Flow Snowboarding’s Sam Herrbach.
Over the four-day event at the Convention Center open only to exhibitors, buyers and the media, Snow Show attendees were privy to next season’s hottest snow sports trends, innovations, educational seminars, product presentations, personalities, events, concerts, meetings and parties. And while nothing can match experiencing the Show first hand, here’s a quick look at some major trends, highlights and buzz in the aisles during the 2011 SIA Snow Show that provide some insight into what will appear on retailer shelves next season.
Next year’s slopes will see skiers and riders clad in svelte high-tech gear that could easily fit in at a martini bar or the gondola. Winter white, faux fur and bold colors were seen in booths across the show. Plaids and all-over prints were not as prevalent as the past few years, but still remain in many lines along with color blocking. The “down sweater” seems to be the work horse for many outerwear lines – providing amazing lightweight warmth and casual comfort that can be worn on the slopes, traveling or just around town.
“Hot items for us have been pieces that transition into street wear,” confirmed Cindi Busenhart of apparel brand Sessions. “Colors are saturated – dark yet bright. A bonded soft shell jacket with the look and feel of a flannel was huge for us at the Show – for those spring riding days, layering or just parking the car.”
“When people walk into the shop, they are attracted to color and drawn to the rack,” added Sue Brooker of Patagonia. “They put the bright jacket or pant on and say ‘this is fun’ and it makes them feel good.”
Apparel designed for “sidecountry” use, or accessing nearby out-of-bounds territory at resorts, continues to be a major trend in outerwear. These pieces have a combination of fabrics and insulation that provide weather protection, breathability as well as stylish elements that make the pieces great for the less extreme aspects of life.
“Sidecountry users can’t afford for their gear to fail, but they like features that they get from jackets they wear inbounds,” said Melanie Sirirot from the brand Outdoor Research.
A major trend carried over from last year in snowboards is the development and refinement of rocker shapes. Backcountry snowboarding – and splitboards in particular – continue to develop as a small but relatively high profile category. Freestyle snowboarding continues to grow in popularity, thanks to superstars like Shaun White, and snowboard companies are developing more all-terrain freestyle boards.
Eco-friendly technologies were seen in all areas of snowboards – boots, bindings and boards. And specific for boots, teched-out lacing systems and reduced bulk and weight were the three main stories heard on the show floor.
“For us, caring for the environment isn’t just hippy love sauce and tie-dye,” said Dustin Morrell of Niche Snowboards “Our materials maximize the potential of our shredsticks, while minimizing the effect on the environment.”
Ski manufacturers unveiled some groundbreaking concepts in rocker and sidecut during the Snow Show. Fun — and versatility — are going to be the name of the game in 2011-12 as many ski manufacturers focus their apex technology on all-mountain models, which now also fit under the “sidecountry” category. Rocker comes in many new iterations and will be found everywhere next season.
“What we’re seeing is that rocker is becoming a general term – much like shaped ski was – that refers to a ski that makes it easier to get into the turn,” commented Alan Davis of Princeton Sports in Maryland.
Riding the wave of Team USA’s successful run at last year’s Olympic Winter Games, combined with plenty of snow on the trails, means that the Nordic category is seeing a surge in sales and participation. In equipment, the result of this revival can be seen in innovation, with skis, boots and bindings designed to be lighter and stronger. Bridges are also being created between categories with rocker elements and metal edges.
“It seems a bit of a perfect storm scenario with skiers motivated by the economy and snowfall,” explained Curtis Graves of Salomon Nordic. “We’re seeing strong sales with first-time skiers purchasing skate packages and touring equipment.”
With mandatory helmet legislation making headlines and people of all ages making the smart choice on their own, helmet use and purchase continue to grow and styles are evolving with new colors and features. With a record number of 57% of skiers and riders now donning them on the slopes, helmets have become the essential accessory. Bright colors, print and features that increase effectiveness, comfort and ease-of-use were found in this growing category.
“There was a lot of buzz around our use of bright colors in the line and the new adjustment fit system,” confirmed Jarka Duba of POC USA.
Big trends in hats were versatility and customization. Bright colors are still gaining and the faux fur styles have taken off. Plenty of trapper designs with a twist were seen on the show floor, along with more color and texture with chucky knitting and faux fur. Hats are becoming more about unexpected combinations, color, texture and fun.
“We have oversized pom poms that are exchangeable – they’ve been super popular — you can snap on a new color and switch your pom,” said Gary Supple from Chaos Headwear.
Waterproof, high-tech insulations and touchscreen functionality are just some of the features that glove and mitten manufacturers brought to the Snow Show.
“We’re seeing strong bookings in low profile, under-the-cuff leather gloves as consumers are looking for
the perfect combo of function, comfort and a high level of dexterity,” said Serene Pelletier of DAKINE. “The girls’ products are gaining a lot of momentum, too, and snowboarder Annie Boulanger’s Signature Team products were a big hit.”
Baselayers seem to becoming closer and closer to streetwear with several companies offering shirt-styling, patterns and color blocking that is normally featured in fashion pieces.
Representing 31% of all equipment accessory sales, goggles continue to lead the accessory charge. With fashion statement bright colors and prints, speedometers and GPS capabilities to seamless compatibility with your helmet, manufacturers are continuing to give retailers more goggle options.
Following the show at the Convention Center, which wrapped up Sunday, a record 1,750 attendees headed to the show’s On-Snow Demo/Ski-Ride Fest at Winter Park Resort for and Devil’s Thumb Ranch for two days this week to demo the gear they saw at the show. Over 150 brands were involved in this industry-only event filled with demos, races, parties, and catching up with industry friends.
“Being here definitely made a difference in what we’ll carry next year – I’ve added orders based on new things I’ve tried here the last couple days,” said Bette Moore, buyer for Village Skis and Bikes in the DC area.
Winter Park Resort acted as base camp for all lift service testing and at nearby Devil’s Thumb Ranch & Nordic Center the beautifully groomed Nordic trails were ideal for experiencing the latest Nordic and snowshoe technology while taking in the majestic Colorado surroundings.
“It’s been great out here at Devil’s Thumb — a little cold, a little bit of fresh snow on the ground. The trails are beautifully groomed and this facility really is amazing,” said John O’Connor of ski maker Madshus.
The On-Snow Demo was held in conjunction with the WWSRA (Western Winter Sports Representatives Association) Rocky Mountain Demo at Winter Park and CCSAA (Cross Country Ski Areas Association) for the Nordic portion of the Demo at Devil’s Thumb Ranch.