SIA Snow Show Focuses on Quality vs. Quantity of Attendees

September 25, 2013

SnowSports Industries America puts on the largest show in its market sector every year, SIA Snow Show, but instead of focusing on getting as many people to the show as possible, they put their energies instead into ensuring that the people who are there have the most buying power.  

“In our industry and other industries there is consolidation at the supplier and retailer level,” said SIA President David Ingemie.

For example, he added, if a company like Sport Chalet buys up another smaller company, there are now fewer people who are going to attend the show. Even so, Ingemie said, that doesn’t dilute the actual buying power of those who do attend.

In other words, numbers aren’t everything.

“Our goal is not to just play fuzzy wuzzy,” Ingemie said. “I have people there who try to audit very closely who comes and who doesn’t come.”

He added that the show works with exhibitors to identify who they want to see at the show.

“Are we perfect? Gosh no,” Ingemie said, adding that they work hand-in-hand with the board, made up of market leaders in each category, to constantly analyze attendance.

He added that they work on a personalized program and do not pay for anyone to come to the show. “We’ve always wanted the right people at the show,” Ingemie said.

Using an audited measurement of sales per storefront attending the Snow Show, in conjunction with supplier sales information provided by SIA members, who also own the nonprofit show, the association partners with Leisure Trends Group to calculate the buying power represented at the show each year.

That figure, known as the SIA Buying Power Index, has been up to 80 percent during the past several years, according to SIA Director of Research Kelly Davis.

“The idea is there is a specific amount of buying power in the industry, and 80 percent of that buying power is coming to the snow show," Davis said.

In all, she added, there are 2,100 ‘doors’ (stores that sell snow sports goods) that represent a $3.4 billion industry.

SIA’s efforts seem to be paying off.

Wendy Carey CFO of Seirus Innovation– a manufacturer of cold-weather gear – said her company has been exhibiting at the show for more than 30 years and had a 40x100 square foot booth at the show earlier this year in Denver.

She added that her company literally brings hundreds of products to the show every year. “It’s the only place we show the whole line,” she added. “The SIA Show is the one place where all segments of the industry come together.”

Carey said that even though at times the aisles of the show may not have had as many people, the buying power at the show has increased.

One of the reasons for an attendance dip a few years ago was the show moved from Las Vegas to Denver.

“There may have been a lot more people in Las Vegas, but they weren’t there to buy,” Carey said.

She added, “Retailers time out of the store is very precious. I think the value that has been shown to us is they keep showing up.”

Though numbers aren’t everything to SIA, just like any other show, they still are looking for new attendee segments to tap into, including several new boutiques that have opened recently and now attend the show.

Ingemie said international markets that have seen growth include Australia, Canada, New Zealand and South America.

He added the key to attracting newcomers and maintaining existing attendees is to keep a buzz around the show 365 days a year by sending out press releases, promoting videos taken at the show and engaging through social media.

“Because we are member-owned and nonprofit, our goal is to have the best show and not make the most money,” Ingemie said.

Add new comment

Partner Voices
Overview: The award-winning Orange County Convention Center (OCCC) goes the extra mile to make every day extraordinary by offering customer service excellence and industry-leading partnerships. From their dedicated in-house Rigging team to their robust Exhibitor Services, The Center of Hospitality brings your imagination to life by helping you host unforgettable meetings and events. With more than 2 million square feet of exhibit space, world-class services and a dream destination, we are committed to making even the most ambitious conventions a reality. In October 2023, the Orange County Board of County Commissioners voted to approve allocating Tourist Development Tax funding for the $560 million Phase 5A completion of the OCCC. The Convention Way Grand Concourse project will include enhancements to the North-South Building, featuring an additional 60,000 square feet of meeting space, an 80,000- square-foot ballroom and new entry to the North-South Building along Convention Way. “We are thrilled to begin work on completing our North-South Building which will allow us to meet the growing needs of our clients,” said OCCC Executive Director Mark Tester. “As an economic driver for the community, this project will provide the Center with connectivity and meeting space to host more events and continue to infuse the local economy with new money and expanding business opportunities.” Amenities: The Center of Hospitality goes above and beyond by offering world-class customer service and industry-leading partnerships. From the largest convention center Wi-Fi network to custom LAN/WAN design, the Center takes pride in enhancing exhibitor and customer experience.  The OCCC is the exclusive provider of electricity (24-hour power at no additional cost), aerial rigging and lighting, water, natural gas and propane, compressed air, and cable TV services. Convenience The Center is at the epicenter of the destination, with an abundance of hotels, restaurants, and attractions within walking distance. Pedestrian bridges connect both buildings to more than 5,200 rooms and is within a 15-minute drive from the Orlando International Airport. The convenience of the location goes hand-in-hand with top notch service to help meet an event’s every need. Gold Key Members The OCCC’s Gold Key Members represent the best of the best when it comes to exceptional service and exclusive benefits for clients, exhibitors and guests. The Center’s Gold Key memberships with Universal Orlando Resort, SeaWorld Orlando and Walt Disney World greatly enhance meeting planner and attendee experiences offering world-renowned venues, immersive experiences and creative resources for their events. OCCC Events: This fiscal year, the OCCC is projected to host 168 events, 1.7 million attendees, and $2.9 billion in economic impact.  The Center’s top five events during their 2022-2023 fiscal year included:  AAU Jr. National Volleyball Championships 2023 200,000 Attendees $257 Million in Economic Impact MEGACON 2023 160,000 Attendees $205 Million in Economic Impact Open Championship Series 2023 69,500 Attendees $89 Million in Economic Impact Sunshine Classic 2023 42,000 Attendees $54 Million in Economic Impact Premiere Orlando 2023 42,000 Attendees $108 Million in Economic Impact