SIA Board Approves Three Association Initiatives At May Meeting.

McLEAN, VA (June 10, 1999) – In a move to help SnowSports Industries

America (SIA) perform more effectively in the marketplace, the SIA

board of directors is initiating three programs that will benefit the

business of the industry. Approved at the SIA Board of Directors

meeting held May 26-27, 1999, the programs include the launch of an

industry market research program; revision of SIA Vegas Show schedule;

and appointment of an SIA customer service field force.

Industry Market Research Program

The SIA board of directors supported financially an innovative market

research study that will help identify today’s market segments

interested in snow sports, and provide information on each segment’s

intrinsic value to the industry. The study is not meant to reinvent

former market research studies or create an expensive advertising

campaign. Rather, it is intended to help the industry develop

messages, images and distribution methods that will help various

segments of the industry reach these respective audiences on their

own terms.

The mission of the research project is threefold: identify the

handful of potentially high-value, but under-performing customer

segments that lend themselves to snow sports participation; develop

powerful messages and tactics that will significantly accelerate

their value; and find ways to fully capitalize on the increased

awareness and purchase consideration that the 2002 Olympics will

generate. (A detailed press release is forthcoming.)

SIA Vegas Show 2000

SIA is tightening the show schedule to create a more efficient

working show. The first day of the show will be a “Grand Opening”

where attendees can walk through the show hall to familiarize

themselves with the floor layout, schedule appointments and meet with

industry colleagues. Regular show hours will start on Day Two.

On Day One of the show, the trade show hall will open in the late

afternoon. A “Grand Opening for the New Millennium” event is being

planned which will potentially include a keynote speaker and business


The decision to revise the show schedule was made in response to

feedback from show attendees and SIA members, owners of the trade

show, who wanted a more concise show. The afternoon opening on Day

One will maximize travel time of show-goers, potentially saving a day

of travel and overnight accommodations. All retailers will be able

to get to Vegas in time for the Day One opening that day.

Revised show hours for the SIA Vegas Show 2000, held Friday, March 3

through Tuesday, March 7, are:

  • Friday, March 3 — 4:00 p.m. – 7:00 p.m.

  • Saturday, March 4 — 8:30 a.m. – 6:00 p.m.

  • Sunday, March 5 — 8:30 a.m. – 6:00 p.m.

  • Monday, March 6 — 8:30 a.m. – 6:00 p.m.

  • Tuesday, March 7 — 8:30 a.m. – 4:00 p.m.

    The SIA Board also approved the SIA Trade Show Committee’s

    recommendation to expand the concept of product showcases. In

    addition to last year’s Uniform Gallery and Rental Alley, the SIA

    Vegas 2000 Show will highlight the cross country, accessories and

    children’s categories.

    Customer Service Field Force

    To better service SIA members, retailers and other industry

    constituents, SIA will resurrect its customer service field force.

    Three representatives will be based “in the field” and will travel

    door-to-door to work with SIA member companies, retail shops, sales

    representatives and mountain resorts on programs and services. By

    meeting face-to-face, SIA will be in a better position to provide

    more customized assistance to snow sports professionals. The three

    field reps will be based in New England, the Pacific Northwest and

    The Rockies and will cover those territories.

    SnowSports Industries America (SIA) is the national,

    nonprofit, member-owned trade association of competinng snow sports

    product manufacturers, suppliers and distributors working together to

    promote and develop the snow sports industry. For more information,

    check out or the SIA Fax-On-Demand service, (800)