A happy SIA attendee in full Yeti garbEXPAND
A happy SIA attendee in full Yeti garb
Photo by Eric Peterson

SIA reports solid numbers for first Denver Snow Show

The first edition of the Denver Snow Show ended a month ago, but SnowSports Industries America (SIA) has just reported that the move from its longtime home of Las Vegas reversed an ongoing downward trend by setting a six-year high-water mark for attendance. 


From the release:

McLean, VA (March 11, 2010) -- SnowSports Industries America (SIA) is reporting a six-year attendance high for the inaugural Snow Show recently held at the Colorado Convention Center in Denver, Colorado from January 28-31, 2010. The sold-out Snow Show attracted 18,932 attendees and featured over 3,100 booths representing 845 snow sports brands, including 125 new exhibitors.

Throughout the four-day trade show, numerous television camera crews, photographers and reporters could be seen roaming the Show aisles to report on next season's hottest fashions, gear and accessories. Snow Show exhibitors were kept busy with appointments and interviews with 875 journalists in-attendance.

Reporting a story on the Snow Show for ColoradoBiz magazine, I asked dozens of attendees how Denver compared to Vegas. Coloradans loved it, and with about one-sixth of SIA members calling the Centennial State home, there were plenty of them to choose from. Folks from the East and West coasts weren't as enthusiastic. Apparently, Vegas can be pretty fun even if you don't remember anything.

But as one longtime ski-industry marketer recently told me, "It's time for the ski industry to grow up and get to work. This isn't just a big party."

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