Emerald Expositions Buys SIA Snow Show, Merges with Outdoor Retailer

May 24, 2017

With Outdoor Retailer looking for a new home after a public land dispute resulted in the decision to leave Utah, Denver in the hunt as one of the cities trying to capture it and the January timeframe getting crunched with different crossover shows, it makes perfect sense that Emerald Expositions would buy SnowSports Industries America’s SIA Snow Show.

Now, two of the strongest shows geared toward segments of the outdoor sports industry will both be combined under one roof – the Colorado Convention Center – in Denver starting January 2018.

“By merging these two January shows, we will bring the outdoor and snow sports industries together under one roof, creating an optimal and authentic forum for exhibitors and retailers alike,” said Marisa Nicholson, vice president of the Sports Group for Emerald Expositions and Outdoor Retailer Show Director.

She added, “This acquisition gives us the opportunity to better serve the business imperatives of the winter sports brands, reps and retailers. We look forward to the positive impact this collaboration will have on the industry.”

Under the new ownership of Emerald Expositions, the January SIA Snow Show will merge with Outdoor Retailer to become the Outdoor Retailer + Snow Show endorsed and sponsored by SnowSports Industries America and Outdoor Industry Association (OIA), and will be the largest outdoor and winter sports industry gathering in North America.

SIA will remain an active partner in support of the event. OIA will be the co-title sponsor of all Outdoor Retailer winter shows and the title sponsor of Outdoor Retailer summer shows.

“This is an incredible opportunity for our members and the industry as a whole,” said Nick Sargent, SIA president.

He added, “For quite some time, the industry has asked to merge the shows. A consolidated trade show not only helps reduce the stress on our industry, but also provides a platform that offers more impact for our members to do business, while delivering a greater ROI. SIA is excited by the opportunities ahead and looks forward to reinvesting into the creation of new and expanded programs and tools to help our members, and the industry as a whole, thrive.”

The acquisition and resulting trade show consolidation was finalized after months of discussions between Emerald Expositions and SIA as well as by a rigorous voting process, which included a unanimous vote from the SIA Board of Directors and an overwhelming approval by SIA Premium Members.

Chair of the SIA board of directors and Marker Völkl USA President, Mike Noonan, said, “The Board felt strongly that this acquisition was the right move for the health of the industry and in the best interest of the membership. SIA’s members will benefit increasing greatly by an enhanced trade show and by the organization’s bandwidth being freed to focus on and invest in more meaningful tools and programs. We’re looking at the long-term growth of the industry, with priorities like research, education, consumer outreach, retail support and participation.”

As part of the agreement, SIA will continue to produce the well-attended On-Snow Demo and Industry + Intelligence Day. Additionally, SIA leadership will sit on Outdoor Retailer’s Event Advisory Board, providing strategic counsel on behalf of the snow industry regarding show dates, long-term planning, pricing structure, member discounts, show floor plan, community building, new concepts and the like to ensure that SIA member interests are well represented.

“Today’s announcement is a significant milestone for the outdoor and winter industries,” said Amy Roberts, executive director of the Outdoor Industry Association. “OIA will continue to work closely with Emerald and SIA to ensure the best return on investment for all members and to provide the outdoor and winter industries with a gathering place for meaningful collaboration and dialog around participation, sustainability, and public policy.”

Corporate Solutions of Westport, Conn., was the exclusive advisor to SIA in arranging, structuring and negotiating this transaction.

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