SIA Gears Up To Bestow Retailer’s Choice Honors at TransWorld Media’s 2001 Riders’ Poll AwardsMcLEAN, VA (January 12, 2001) ñ For the second consecutive year, SIA will present the Retailer’s Choice Award on Sunday, March 11 at the Third Annual TransWorld Riders’ Poll Awards. The exclusive Riders’ Poll Awards Ceremony is a gathering of the world’s best professional snowboarders, snowboard manufacturers and industry leaders. This exciting event will draw a crowd of more than 2000 to the Hard Rock Hotel and Casino’s “The Joint” during the 2001 Snow Sports Industry Show in Las Vegas.

The SIA Retailers’ Choice Award is given to the male and female athlete who are deemed to have the greatest influence on retail sales in the past season. Dave Wray, SIA’s West Coast Manager, explains, “Over the next few weeks, we’ll be calling retailers across the country and asking them to weigh in with which pro rider has driven the most people into their store. The winner of this award is chosen solely on the basis of those buyers’ or shop owners’ responses, so it gives a clear indication of the direct impact the sponsored riders have on sales.”

Wray comented that the retailers who cast their votes are very enthusiastic about being involved in the process. Benny Peligrino at Milo Sport in Salt Lake City, UT, has already cast his votes and is pleased to have a chance to recognize riders who contribute to the growth of their sport. “I’m especially excited about the woman rider I nominated this year because I think she’s done a lot not only to drive the sales of women’s products in my store, but also to get more women excited about the sport of snowboarding,” Peligrino said.

This prestigious award is quickly becoming recognized by athletes and manufacturers alike as a great source of feedback from the retailers that they supply. “It sends a big message when dozens of retailers say that a certain athlete has people geared up about the sport and that consumers are specifically asking for that riders’ pro model,” commented Louise Balma, Special Events Director for TransWorld Media. “That lets us know that the athlete has really done a great job of marketing themselves to snowsports enthusiasts.” The athletes also recognize that winning the Retailers’ Choice Award makes an important statement about their success in the business aspect of their job. Last year’s male category winner, Peter Line, exclaimed upon acceptance, “Thanks everyone, I’m going to use this award to help renegotiate my contract next year.” The award will be presented by SIA President David Ingemie after a video introduction showing clips of the types of promotions riders do to help drive retail sales of the brands they represent. For nominees and more information about the Riders’ Poll Awards, check www.snowboarding-online.com. For more information about the Retailers’ Choice Award and the 2001 Snowsports Industry Show, go to www.siavegas.com.