SIA Launches Consumer Web Sites

MCLEAN, Va. (November 7, 2003) — SnowSports Industries America (SIA) announces the launch of a new and ground-breaking consumer suite of websites designed to educate and entertain current and potential snow sport’s consumers. suite consists of 4 unique sites:,, and Each site has specific content targeted to existing winter sports enthusiasts, potential consumers, kids, parents and adults. was created solely for the 14-under age group —Generation Y. The site contains games, educational tools, contests, newsletters, participation drivers, athlete interviews, videos, coloring books, wallpaper and other downloadables. Additionally, the site will serve as a major link between consumers, manufacturers and retailers. Developed by Factory Design Labs in Denver, Colorado, this new site is the result of extensive research and focus group testing to offer highly effective content and entertainment.

SIA will drive traffic to via a massive horizontal online media buy and sophisticated search engine placement techniques. The media buy will include a cross pollination of kid’s websites which yield high traffic such as,, MSN Kids, and other properties such as AOL Kids, and more. SIA has also developed content syndication agreements with numerous media partners to leverage content across more sites for additional impressions.

“The goal of is to provide an entertaining and educational presentation of snow sports to kids across North America who would not normally have any contact with our industry. Through research we have identified this age group as being highly influential in vacation and recreation participation decisions, but as an industry we have rarely spoken to non-participants,” said Scott Mellin, SIA director of sales and marketing. is a major component of SIA’s consumer initiative, Project Kids, a multi-year, industry wide program created to increase awareness and participation in winter sports among children and their parents., another key element of the Project Kids initiative, serves as the online resource for the SIA public awareness campaign. This site provides useful information that can help adults and children achieve health and fitness through the winter months., a subset of the Winter Feels Good program, highlights the sport of snowshoeing and the products, brands, retailers and resorts involved. content is tailored for the adult/parent audience and provides content on gear, how to, where to go, health tips and more.

“One of the biggest benefits to SIA members, ski resorts and snow sport retailers is that we have developed an incredible database tool that allows consumers to access information about every brand, retail location and resort in the US through these sites. This tool only exists at suite,” commented Alicia Allen, SIA consumer marketing manager.

The final component of the consumer suite is, an online consumer research survey system devoted to understanding the consumer of winter sports products. The SnowSports Consumer Panel is a unique tool which will enable SIA to examine, through market research, changing consumer behaviors, attitudes and perceptions. SIA will offer its members access to the data in the coming months.

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 www.thesnowtrade.orrg. SnowSports Industries America, 8377-B Greensboro Drive, McLean, VA 22102-3587. Phone: (703) 556-9020, Fax: (703) 821-8276, E-mail: