MCLEAN, Va. (January 26, 2004) – SnowSports Industries America’s (SIA) 2004 SnowSportsShow kicked off in style with a brand new face and incredible energy. A newshow floor navigation system, better way finding signage, new trade show opticsand an enhanced on-site registration process were just a few of the highlightsattendees were exposed to at the opening of the 33rd annual SIA SnowSports Show. Taking place at Mandalay Bay Convention Center in Las Vegas, NV, the show willconvene over four days from January 26-29 and is expected to host over 16,000attendees nationwide and around the globe.

Early numbers indicate that SIA.04 is on tap to assume the title of “most successfulshow to date in the new buy/sell cycle” which started three years ago. Celebratingits 50th Anniversary, SIA experienced an early sold out status in November withover 400 exhibitors occupying 329,079 square feet, a 3.1% increase over lastyear. Average booth size increased 5.9% over last year. Meanwhile, buyer preregistrationnumbers were up 1% and sponsorship revenue increased nearly 30%. SIA.04 experienceda huge surge of onsite registration as attendees were introduced to a more efficientregistration process as well.

Blue, red, green and black carpet adorned the show hall to aid show attendeesin navigating the floor based on product segmentation. Additionally, attendeeswere introduced to new way finding kiosks, navigational signage, a color palettereflecting the new SIA corporate identity and other new collateral show informationpieces.

“This is our second year in Mandalay Bay Convention Center and attendees havea sense of familiarity this year so we were able to introduce many new featuresto enhance the show experience,” stated SIA President David Ingemie. “The buzzaround the show floor is one of excitement and ease as exhibitors, buyers, repsand others settle into their home away from home.”

SIA.04 will conclude its Opening Day activities with a 50th Anniversary Celebrationparty held inside the Convention Center. Attendees will have a chance to experiencethe culmination of 50 years in the development of the winter sports industrywhile enjoying music, video, product and more indicative of each of the followingeras: the 50-60s, 70s, 80s and 90s-today. Additionally, over 220 industry alumniare expected to attend this commemorative event.

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Vibrant and proactive, SnowSports Industries America (SIA) is the intelligentpartner of the snow sports industry. SIA annually produces the SIA SnowSportsShow, the largest industry trade show and networking environment, and deliversinvaluable data, support and marketing products. Celebrating its 50th Anniversary,SIA serves as the national, not-for-profit, member-owned trade association representingsnow and winter sports companies. For more information, check out www.thesnowtrade.org.SnowSports Industries America, 8377-B Greensboro Drive, McLean, VA 22102-3587.Phone: (703) 556-9020, Fax: (703) 821-8276, E-mail: siamail@thesnowtrade.org