SIA and VERB Kids Activation Event


MCLEAN, Va. (September 14, 2004) – SnowSports Industries America (SIA) and VERB"¢, a national government funded kid’s marketing campaign, is pleased to announce the creation of the first-ever VERB SnowSports Day on December 4, 2004. The event will take place in retail stores nationwide and will serve as a catalyst to introduce kids of all ages to snow sports.

Retailers across the nation will be invited to participate in this annual one-day event along with top performing brands in the snowsports industry. Kids will be provided with a “Snow Pass” access books motivating them to try different winter sports activities from December through March 2005. A variety of other promotions and motivators will also be available to kids visiting participating retail stores on this specific day. Retail stores will have access to branded point-of-purchase items and media kits to drive local traffic into the storefront.

The Snow Pass book will drive participants to and for various activity alternatives, gaming, sweepstakes contests and more throughout the winter months. Prize packs will be awarded to a randomly selected site visitor each week from January through March.

“The goal of this event is to expose 250,000 new kids, children and parents to snow sports as a fun, healthy and exciting option for winter activity”, said Scott Mellin, SIA director of sales and marketing. “Partnering with VERB and the USSA to develop this program enables us to reach hundreds of thousands of children in a kid-cool way”, he added.

The integrated VERB"¢ campaign uses advertising, marketing, events and partnership activities to ensure that campaign messages reach children whenever they are looking for something physical to do. Through multicultural media partnerships, the campaign is designed to reach children in all socio-economic and ethnic backgrounds – including specific outreach for African Americans, Asian Americans/Pacific Islanders, Native Americans and Hispanics/Latinos.

VERB SnowSports Day is one element of SIA’s Project Kids initiative aimed at increasing participation in snowsports among kids age 6-13. and Winter Feels Good are additional programs that are driving increased awareness of snowsports nationally.

For complete information on VERB SnowSports Day and SIA’s Project Kids initiative please contact Alicia Allen at

– SIA –

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