SIA Retailer Advisory Committee Meeting
September 23rd, 2009
Denver , CO
SIA Retail Advisory Committee
A committee of retailers to
advise, guide and direct SIA with
initiatives for growing the snow
sports industry through
specialty retail.
AGENDA
State of the Marketplace
September 2009
Consumer’s Perspective (Slumping
Economy and Higher Prices)
•
•
•
•
•
Average 401K became a 201K in 2008/09
Unemployment in double digits and no job is
safe (snow sports demographic rate from
2.1% in March 2008 to 4.7% in August
2009)
Wage growth flat 2000 to 2007
Lack of vacation time and discretionary
income
Fear
Retailer’s Perspective (Uncertainty and
Risk)
•
•
•
•
•
•
Poor economic conditions made bargain
shoppers out of everyone
2008/09 season margins thin resulting in
less profit and diminished cash flow
Growing online sales siphon customers from
shop floors
Continued difficulty securing credit
Potential consolidation of retail market
Fear
Supplier’s Perspective
•
•
•
•
•
•
•
•
Pre-season equipment orders for equipment
down 20% (early estimate)
Burden of risk falling on suppliers
Credit market still tight
Suppliers covered over $30 million in
retailers’ debt
Marketing costs increasing
Retailers cash flow issues translating into
late receivables
Consolidation – conglomerates buy
struggling smaller brands
Fear
Resort’s Perspective
•
•
•
•
•
57 million Skier/Rider visits for 2008/09
season
Economic conditions improving for next
season
Baby boomers leaving the slopes at 150,000
per year with smaller Gen X behind them
2009/10 snowfall unpredictable
Fear
Total Snow Sports Market Executive Summary
2008/09 Season
Total Snow Sports Market
 30% of all alpine skis and 24% of all
Summary snowboards were sold at or below

Overall Market (Includes Carryover Sales)
Executive
 $760 million in equipment (-6%)
 $1.1 Billion in apparel (-5.5%)
 $952 million in accessories ( -2%)

 Specialty shop sales (60.5%)
 - 7% in units
 - 8% in $ to $1.7 billion
Skier/Rider visits to 57 million for the
2008/09 season down from a record
60.5 million in 2007/08***

 Internet sales (19.4%)
 +23% in units
 + 12% in $ to $547 million
Cash flow in retail suffered as
margins thinned due to heavy
discounting

Consolidation expected for many
suppliers and retailers

Pre-season orders for equipment
down 20%-30% according to early
reports

15 million snow sports participants in
the U.S. and almost 9 million that
identify themselves with a snow
sport but did not participate in
2007/08**
 Chain stores (20.1%)
 -3% in units
 -7% in $ to $567 million

cost in 2008/09
All Specialty Inventories UP .3% units, 11% in $
 Equipment up 12% in units and 19% in $
 Apparel up 2% in units and 6% in $
 Accessories down 2% in units and up 6% in $
*SIA Retail Audit top lines. **Sports Participation Coalition 2008. ***May 2009 NSAA Statement by M. Berry.
STATE OF THE INDUSTRY│State of the Snowsports Market
Lost wealth and job losses at every level kept
consumers cautious in their discretionary
spending particularly for big tickets items for
themselves. However, they did keep going to
the slopes.
 57.4 million skiers rider visits
 Overall, the snow sports market was down just 4% in $ and 2% in
units but margins hit a ten year low
 20% of equipment went out the retailers’ doors at or below cost
 CHANGE!!
SIA Participation Panel
1 in 14 Americans consider themselves snow sports participants
● SIA collaborated with several other sports oriented organization including the U.S.
Golf Association, the Outdoor Industry Association, U.S. Tennis Association, and
the Sporting Goods Manufacturing Association to measure broader aspects of
snow sports participation than those covered in the National Sporting Goods
Association participation data used throughout this report to indicate top line
participation trends. More than 41,500 individual surveys were conducted for this
study.
● 3.9 million consider themselves skiers or riders but did not participate in 2008.
● There are 14,828,000 (cross country, downhill, freestyle, telemark, snowboard)
participants in snow sports.
● Total U.S. Market: 19 million persons.
8
12,000
10,000
Alpine Ski down 1%
8,000
41,500
responses
Snowboarding up 5%
6,000
Cross Country Up 9%
4,000
2,000
0
2005/06
2006/07
2007/08
Skiing (Alpine/Downhill)
10,491
10,362
10,346
Skiing (Cross Country)
3,342
3,530
3,848
Skiing (Freestyle)
2,982
2,817
3,711
Snowboarding
5,998
6,841
7,159
Snowshoeing
2,587
2,400
2,922
Telemarking (Downhill)
1,556
1,173
1,435
Source: SIA Particpation Panel Study 2005/06 to 2007/08
Micro Trends 2008.09 Season
• High performance alpine boots up 13% in $
• Skis are getting fatter, fat skis sales grew this
season
• Reverse camber snowboards changed the
snowboard market
• Sales of goggles, helmets, gloves, winter boots,
and wax increased this season
• 95,000 apparel suits sold this season, most were
for kids which is 20% growth in units and 9%
growth in dollars
Snow Sports Market Average Prices
2007/08 Season
Alpine Equipment
Snowboard Equipment
Nordic Equipment
Telemark Equipment
Apparel
Accessories
$254.79
$183.96
$80.11
$287.86
$130.55
$30.28
2008/09 Season
$253.20
$179.61
$82.72
$287.89
$122.12
$30.63
SIA Retail Audit, Aug – March 2008/09 Average Prices [Adult only] in All Snow Sports Sales Channels, Adult only, Carryover
not included.
Best Sellers
All Ages, All Channels
2008/09
Alpine Skis
Snowboards






K2 Indy Ski, Jr
K2 Luv Bug, Girls
K2 T-Nine Sweet Luv
ROXY Sweetheart
Ski System, Girls
VOLKL Mantra





BURTON – Bullet
Series
BURTON – Chopper
Series
BURTON – Clash
Series
BURTON – Custom
Series
BURTON – Feather
Series, Wms
LIB TECH – Skate
Banana
Nordic Skis





ALPINA SPORTS –
Control Ski
FISCHER – Jupiter
Control
FISCHER – Vision
Desire, Wms
KARHU – KBoom,
Junior
SALOMON –
Snowscape 7
Source: SIA Retail Audit, all retail sales channels, all ages, all genders units sold Aug – March 2008/09
Retailers, Resorts and Other Wholesale Buyers
2,841
Specialty & Chain managements that sell snow sports hard
goods
5,181
Specialty & Chain storefronts that sell snow sports hard goods
2,000
Other Specialty & Chain managements that sell apparel and/or
accessories related to winter sports, but would not be called a
“ski / snowboard shop”
900
Downhill & XC ski areas / resorts, includes private and mixed
use areas
Changes last year:
103 Managements and 173 Storefronts out of business
 65 Managements and 185 Storefronts opened
The Weather 2009/10
“El Niño is present across the equatorial Pacific Ocean and is expected to strengthen and last through
Northern Hemisphere winter 2009/10. By early winter, the determination will be made as to whether it can
be classified as an official El Niño” NOAA Seasonal Outlook Sep 2009
 In the Northwest El Niño produces warmer than normal temperatures however, El Niño seasons
typically do have adequate snowfall, especially at higher elevations. Whistler B.C. is high enough
(7,160ft) that its snow usually survives an El Niño
 The Sierra Nevada mountain range has mixed results for snowfall during an El Niño events. April 1
snow pack for the Sierra-Nevada Mountains during the eight strong El Niño seasons had four well above
average years, and four below-average years, with one water year especially low, 1987-88. If it’s above
average, it tends to be “well-above” average in an El Niño year.
For Winter Park and nearby Colorado resorts, the meteorologists typically say with an El Niño there
tends to be abundant early snow followed by a dry period and then lots of spring snow. The cascades
show few El Niño anomalies.
 El Niño snow years average above normal for the nine largest Northeastern cities. The data ranges
from New York City having 0.3 inches more to Concord having 6.2 additional inches. Glens Falls generally
has 4.2 inches more during El Niño years while Albany has 3.4 inches more and Burlington has 1.8 inches.
U. S. Seasonal Outlook
Snowfall Outlook for Winter 2009.10
Temperature
Precipitation
The seasonal outlooks combine the effects of long-term trends,
soil moisture, and, when appropriate, the ENSO cycle.
Area
Monthly
Delta
from AVG
Resort with Minimal sensitivity to El Nino/La Nina
Area
Squaw Valley, Calif. 6,200
Monthly Delta
from AVG
0.7%
Sugar Bowl, Calif. 7,000
13.2%
Mary Jane at Winter Park, Colo. 10,800
-0.3%
Monarch, Colo.
10.2%
Red Mt. 2, B. C. 6,650
-0.7%
Heavenly Valley, Calif. 8,400
7.1%
Beaver Creek, Colo. 11,200
-1.0%
Wolf Creek, Colo. 10,642
7.1%
Telluride, Colo. 11,170
-1.3%
Alpine Meadows, Calif. 7,000
6.7%
Big Sky, Mont. 8,920
-1.7%
Heavenly Valley, Calif. 10,000
6.2%
Alyeska, Alaska 1,400
-1.8%
Loveland, Colo. 11,200
5.8%
Northstar, Calif. 7,800
-2.8%
Snowshoe, W. V. 4,848
5.6%
Alta, Utah 8,650
-2.9%
Arapahoe Basin, Colo. 10,820
5.3%
Coronet Peak, New Zealand 4,032
-2.9%
Central Sierra Snow Lab - Boreal, Cal. 7,200
5.1%
Vail, Colo. 11,250
-2.9%
Kirkwood (Carson Pass), Calif. 8,526
4.8%
Sunlight, Colo.
-3.0%
Squaw Valley, Calif. 8,000
4.5%
Mt. Washington, B. C. 3,926
-3.1%
Sun Valley, Idaho 8,800
4.3%
Berthoud Pass, Colo. 11,315
-3.3%
Winter Park Base, Colo. 9,265
3.4%
Gothic, Colo. 9,400
-3.3%
Mt. Rose, Nev. 8,600
3.2%
Killington, Vt. 4,142
-3.4%
Red Mt. Pass, Colo. 11,090
2.9%
Waterville Valley, N. H. 3,000
-4.3%
Remarkables, New Zealand 5,203
2.8%
Snow Basin, Utah 7,700
-4.6%
Mt. Hutt, New Zealand 4,602
2.3%
Brighton, Utah 8,740
-4.8%
Purgatory, Colo. 10,000
1.5%
Blackcomb, B. C. 5,002
-5.3%
Aspen Mtn, Colo. 11,190
1.4%
Keystone, Colo. 11,641
-5.4%
Sugarloaf, Maine 3,695
0.8%
Mt. Snow, Vt. 3,600
-5.6%
Model for Success
This study aims to determine what it will
take to increase sales of downhill
conveyances and, if so, to identify the
means of doing so.
18
Findings
• The study shows that the potential market is far larger than the actual market. Approximately 10% in any given
year enter the season with the goal of replacing their gear. However, an additional 20% would “definitely” upgrade if
doing so guaranteed them improved performance.
• The most likely candidates to buy are the “solid” and “expert” participants—nearly 30% would upgrade
with the promise of a performance gain. Solid skiers are those “uncomfortable on steep slopes and bumps,” while
experts “ski all trails.” These two groups are the most attuned to advances in gear and most appreciative of what new
gear can do for them. These groups respond strongly to the notions of improved or easier performance.
Source: * From Stage III Model For Success – October, 2005
19
Findings (Participants)
Alpine skiers tend to be older, more skilled, longtime participants, with higher incomes than
other snow sports enthusiasts.
●Skiers enjoy a sense of mastery and controlled gliding.
●They are looking for improved or easier performance.
●Skiers especially respond to a presentation of features, technology, and benefits.
●At the store, they are most interested in personal service and fitting.
●They are impressed by lightweight equipment, new shapes and designs.
Snowboarders are younger and more visual.
●They are more enthusiastic about speed, air and tricks. One ad response example: “Photos were inspiring,
especially the one where it was very steep and only the tail is touching the snow. This gets to your emotional
response even if I can't handle the extreme stuff, you want to see someone doing it.”
●They are influenced more by graphics and styling than by technical explanations.
●They look to their magazines and to the industry for product information, not just the Internet.
●They are interested in a snowboard's width, and like skiers, pay attention to shapes and design.
●The younger snowboard audience responded well to the idea of “mountain graffiti”—leaving their signature on the
mountain.
20
Findings (Participants)
Cross Country (XC) skiers are looking for an escape into a scenic, tranquil environment.
“I liked the mountains and the sayings—they made you feel as if anything is possible,” one respondent said about one
test ad.
●XC skiers also respond to ease-of-use features, such as no wax skis and one-pull lacing.
●They want a good workout, but “it's not cheating to have a ski that makes kicking easier,” another respondent noted.
●Cross-country fans picked up on the idea that “a great work out doesn't have to be hard.”
●They value boot-binding integration and new materials.
Telemark skiers are the most passionate of all.
●Similar to cross country skiers, they appreciate scenic and tranquil mountain experiences.
●Since telemark technique is demanding and must work in all types of snow conditions, tele fans want the latest
technology. “All mountain” gear gets their attention.
●They are very interested in materials along with shape and design.
Snowshoers incorporate elements of the above, as they are often drawn from the same ranks. Otherwise,
weight is a key factor.
21
Findings (continued)
22
In Summary…
 Millions of former participants are looking for a reason to come
back to the mountain
 Recession impacted the snow sports market particularly in retail
margins but participants continued to ski and ride
 Tight credit and low risk tolerance may significantly impact
2009/10 sales
 New technology can still drive the market e.g. reverse camber
 Understanding and communicating with consumers in their own
language, providing them with better equipment for a better day
on the mountain, and providing clear descriptions of how the
product will make consumers’ snow sports experiences better will
help increase sales
OTHER RESEARCH
Market Intelligence Report
Consumer Research
SIA Alpine Ski Suppliers Meeting
June 23rd, 2009
Denver, CO
Attendees: Atomic, Icelantic, Fischer, Amer, Rossignol, DalbelloElan, Sterling Skis, Salomon, Volkl, VIST, 4FRNT
PURPOSE OF THE MEETING
• Get accurate picture of Alpine ski market
• Figure out how to sell more skis
• Develop action plan to increase sales of
Alpine Skis through specialty shops
• Where are you going to be in 10 yrs??
MARKET CONDITIONS│David Ingemie
Industry Numbers
• Retail sales down 7% in $
and 6% in Units
• Wholesale down 10% in units
and dollars
• Inventory levels up 7% in
units and 17% in $
• Margins and sell through
declining
• Rental increasing
Participation
• Participation flat to down
• Skier/Rider visits ok at 57.1
million
• # of resorts declining (small
local resorts)
Weather
• Snowfall was average
overall in 2008/09
• Snowfall outlook – possible
El Nino in 2009/10
MARKET CONDITIONS│David Ingemie
•
Total snow sports market sales
declined 4.4%
•
29% of all skis sold at or below
cost in 2008/09 and current year
model sales down 14.4%
•
Significant amount of
receivables at 90 + days past
•
Alpine equipment inventory up
17.4% despite carryover sell off
•
Margins and cash flow
strangled
•
Pre-season orders for hard
goods down as much as 30%
•
Dollars Sold as values
Equipment
Specialty
-8.37%
Internet
12.30%
Chain
Apparel
Credit tight for producers,
retailers, and customers
All Products
-22.89%
All Stores
-7.95%
Specialty
-9.94%
Internet
Accessories
YTD Growth
3.69%
Chain
-2.96%
All Stores
-5.49%
Specialty
-6.40%
Chain
-2.57%
Internet
19.69%
All Stores
-2.60%
-5.20%
Source: SIA Retail Audit for current season model only 2008/09, carryover
not included
MARKET CONDITIONS│David Ingemie
MARKET CONDITIONS│David Ingemie
• 90% of snow sports consumers use the Internet as a
primary information source
• Consumers use the Internet as a tactical research tool,
but online marketing drives offline sales
• When the product in question requires a large
commitment by a buyer, the internet’s influence on the
choice is greater.
Sources: ComScore – How Data Changes Media Markets, April 2009,. Pew Research Center, Internet and The American Life
Study 2008
BACKGROUND OF THE ALPINE SALES SITUATION│Kelly Davis
32 Brands
1,556 Models
BACKGROUND OF THE ALPINE SALES
SITUATION│Kelly Davis
2,841
Specialty & Chain managements that sell snow
sports hard goods
5,181
Specialty & Chain storefronts that sell snow sports
hard goods
Other Specialty & Chain managements that sell
2,000 apparel and/or accessories related to winter sports,
but would not be called a “ski / snowboard shop”
900
Downhill & XC ski areas / resorts, includes private
and mixed use areas
To grow the snow sports
industry we must shift from an
exclusively transaction focus to
a life time value focus.
It’s very simple:
1. Keep your eye on lifetime value.
2. Target lapsed, light and moderate users.
3. Move from random transactions to regular
relationship based communications .






Capture critical customer information – name, address,
proficiency, frequency, etc.
Partner with retailers – share info, reinforce 3-4 key
messages.
Time marketing to purchase decision cycle – aging
equipment, new technology, new competence .
Invest in growing proficiency – make every marketing
dollar work harder.
Reward loyalty and heavy users .
Focus on kids’ lifetime value – families.
There is considerable latent
market growth out there, but
we cannot continue to operate
as usual for another 10 years.
STATE OF THE INDUSTRY│The Economy Overall
•
Unemployment doubled over the year but stabilizing in snow sports
demographic at 4.7% and Mass layoff events cut in half June (1,235) to July
(621) 2009
•
All retail sectors’ sales down 9.4% annually (August to August)
–
–
–
–
Snow Sports Down 4.4%
Clothing Retailers down 7.6%
Department Stores down 11.5%
Sporting Goods down 6.4%
•
Consumer confidence rising, expectation of good economic times are higher
than any since December 2007
•
Productivity up 6.6% in Q2 2009
•
In July, new orders and shipments of manufactured goods rose about 2% and
industrial production increased for the first time since Dec 2007
Sources: Bureau of Labor Statistics Unemployment Situation, employment by educational attainment, July 2009. U.S. Census Bureau – Retail Trade
and Food Services Sales Assessment Seasonally Adjusted, June 2008 to June 2009, Conference Board Consumer Confidence survey August 2009, BLS
Labor, Productivity and Costs September 2009, Manufacturing Orders, Shipments, and Inventories August 2009.
 Print media marketing losing
effectiveness
 Many retailers will not embrace
Internet commerce
 Snow sports product
information on the Internet is
scattered, vague, and unreliable
 Producers and retailers are not
taking full advantage of
customer emails/mobile
numbers/social networking to
market snow sports
OPEN DISCUSSION
• Ideas to Address the Problem
– Project Connection
– Demo Initiative
RESULTS OF THE ALPINE MEETING
• Alpine equipment sales are down over the past 5-10 years.
• This pressure on Alpine sales greatly acerbated by the current
recession, sales number down double digit overall – over 8%
for specialty shops but 22% for chains.
• Reported evidence from manufacturers & retailers that profit
margins are also under long term pressure.
• SIA Board Member Mike Noonan summed up the situation
quite eloquently: “Alpine sales suck.”
RESULTS OF THE ALPINE MEETING
•
•
•
•
•
While the impact on the industry of the current recession is unambiguous, there
are numerous and complex reasons for the longer term decline in sales.
The dramatic sales decline this year may be at least partly a postponement of
purchases as in past recessions.
Increased competition and new discount sales channels such as the internet
have added to the pressure on pricing.
The flat levels of snow sports participation have helped flatten alpine equipment
sales as well.
But the single most significant cause of flattening or declining sales is likely to be
the glut in alpine equipment brands (32) and models (over 1,500). This
proliferation of consumer choices has surely led to:
– Consumer confusion at time of purchase;
– Erosion of brand differentiation, eliminating a major source of consumer guidance and price
support;
– Blurring the customer benefits from new ski technology;
– Complicating the job and reducing the sales effectiveness of retailers; and, of course,
– Putting ever greater pressure on prices.
– Making the ability to communicate benefits & features very difficult
RESULTS OF THE ALPINE MEETING
•
•
•
•
•
•
•
•
•
Snow sports industry and alpine manufacturers have enormous opportunities to
boost sales.
Only 1 in 15 skiers purchase new equipment each. 1 in 7 skiers purchasing a
year seems possible.
Technology developed over the past few years provides relevant “new news” to
capture consumer attention and imagination.
Research suggests consumers consider new technology a very compelling
reason to ski more and, one assumes, purchase new equipment.
New media, provides the industry with far less expensive means to better target
their market and convey product information.
The cost of alpine equipment is lower than previous years in real dollars.
If the industry better focuses on the large moderate skier market the return
should be substantial.
Targeting marketing activity to product use lifecycle and customer lifetime value
should produce both short and longer term results.
In short, the alpine ski equipment industry is leaving sales on the table.
RESULTS OF THE ALPINE MEETING
•
Given this evidence and following a robust conversation, the group
agreed with five very important conclusions.
•
The industry faces serious, systemic problems that require that we
change the way we market.
•
The industry needs to speak with one, consistent voice to consumers -on their terms and in their language.
•
The industry needs to understand and harness new media to
communicate more effectively with consumers and influencers.
•
The industry needs to work better collaboratively on these industry-wide
concerns, with SIA playing a useful role as independent expert/advisor.
RESULTS OF THE ALPINE MEETING
Although we did not have formal agreement on this subject, I believe that
during the discussions a core strategy for addressing these issues emerged.
Utilize available assets to communicate more appropriately w/ the
customer the several key messages w/ one voice
Possible Key Messages
The group had not quite reached formal agreement, but we believe several essential
messages began to emerge from our discussions.
• New advances in equipment technology and design have made skiing easier to
master, more enjoyable, with greater overall performance.
• Like milk, ski equipment has an expiration date when it is no longer safe or
suffers from diminished performance – check with us.
• We’re making it a lot easier to select just the right equipment for each skier of any
age or ability level.
• Through bundling, smart selection and new retail options the real cost of ski
equipment has declined over the past ten years -- we’ll help you buy smart.
RESULTS OF THE ALPINE MEETING
• The challenges to the industry are daunting, but the new
opportunities are greater still – with enormous latent market
demand. But to harvest that neglected demand it will take the
best leadership in the industry, working together, with staying
power to turn this ocean liner.
• Lastly, we cannot lose sight of the admonition.
Suppliers are willing to invest in helping specialty shops
connect with their customers
Goal: Utilizing work ticket information to develop a digital
database capable of targeting people, messages,
product, and activity.
Concept:
• Suppliers will invest money and resources to
connect work tickets into a digital database owned
by the specialty retailer
• Supplier to provide scanners to convert tickets to
digital bar
• Supplier to supply and pay for post card mailing by
the retailer with appropriate message based on
product and also incent consumers to supply email
address.
ENVIRONMENTAL
SNOW SPORTS RECYCLING
SOLUTION
Old Gear = Recycle, Reuse, Renew
TRADE SHOW│Update
• Show Update
• Winter Sports Market
• Free Skiing
• Hotels
• Transportation Discounts
– Super Shuttle, United, Hertz
• Daycare
TRADE SHOW│Events
• Fashion Show
• New InnovationS, NOW
– exhibit of new products
• TransWorld Riders Poll Awards
• Olympic Send-off
• Seminars/Clinics
• Apres Ski Party
TRADE SHOW│On-Snow Demo / Free Ride Fest
• Demo open to hardgoods buyers only
• Fest open to all other attendees
• Lodging
• Transportation to/from Denver
• Free lift tickets, rentals, lunches
• Downhill/Snowboard (Rondo)
• Winter Park
• WWSRA
• Events – Rondo
• Nordic
• Devil’s Thumb Ranch
• CCSAA
• Salmon/Aquavit Party
TRADESHOW│Interactive Floor plan & Show Guide
• 2nd year for the Digital Floor Plan feature, siasnowshow.com
• Easier to use than past online Floor Plan static PDF file
• Login & Build Custom Show Route w/ Floor Plan of SIA Show Exhibitors you
want/need to see
• Or simply browse Floor Plan to view company descriptions, booth names & locations
• Easy Search for Exhibitors by Name or Category
• Ability to print/email Floor Plan
• Online listing of Educational Sessions,
• Parties and Events for Show planning
• Set to go live end of September
TRADESHOW │Retailer Recognition Program
• Build awareness of Snow Show Retailer Attendees as Local
Experts
• By attending the SIA Show and seeing all of the latest products,
innovations, trends, technologies – you are the “Snow Expert” to your
customer
• Identify the Specialty Shop Attendee as a “Snow Expert”
• Communicate to your customers that you are the “Snow
Expert”
• Window decal
• Badge for website
• Icon next to shop listing in SIA Retail Database on snowsports.org and
snowlink.com
SNOWSPORTS.ORG + SNOWLINK.COM RETAIL DATABASE
• Influence consumer travel behavior by encouraging people to
“ship” their skis/snowboards to avoid airline baggage fees,
continue the purchase of new equipment
• Developed Ship Your Gear logo and Campaign
• Bolster Ship Your Gear Campaign through a “tool kit” for the
snow sports industry
• Distributed to SIA Members, Industry Retailers and Reps
2008.09 season
• Pick up by New York Times Ski Guide December 2008
Logo/Sample Ads Print/Banner
comps/Posters + Staff Talking Points in
Tool Kit
• Alpine Ski Shop – Sterling, VA
• Announced Tune & Ship Program with Shipping Gear for Customers
• Combines Tune Up Before Trip, Ships Skis/Snowboards FedEx Ground
•
•
•
•
•
Ship in Sportube
Tune gear before send/possible tune on return
Include TSA lock and return label
Price set to generate revenue, different for 1 or 2 skis/snowboards
Need Six Day Advance Drop Off
• Customers Very Pleased, Gives Reason for Them to Come Back into
the Shop
• How Do We Increase Awareness?
• How Can We Implement the Program?
SOCIAL MEDIA
Social media are primarily Internet- and mobile-based tools for sharing and
discussing information among human beings.[1][2] The term most often refers to
activities that integrate technology, telecommunications and social interaction,
and the construction of words, pictures, videos and audio.
• This interaction, and the manner in which information is presented,
depends on the varied perspectives and "building" of shared meaning
among communities, as people share their stories and experiences.
• Social media are distinct from industrial media, such as newspapers,
television, and film. While social media are relatively cheap tools that
enable anyone (even private individuals) to publish or access information,
industrial media are relatively expensive tools that generally require
significant financial capital to publish information
• Social media can take many different forms, including Internet forums,
weblogs, social blogs, wikis, podcasts, pictures, video, rating and
bookmarking
SOCIAL MEDIA
Awards that affect Retailers
• US/ Canadian Retailer of the Year – Voted on by Reps in Nov.;
presented at Show
 Did you get your Reps to vote??
• Canadian Rep of the Year – Voted on by Retailers in
Sept./Oct.; Presented at Show
 Did you vote on your favorite Reps??
Past winners of Retailer of the Year (on the RAC):
• Cole Sports – 05.06
• Darkside – 05.06, 08.09
• Viking Ski Shop – 05.06, 06.07
• Joe’s Ski Show -- 2008
• Succession in the fam business slide
OPEN DISCUSSION
• Where are we going as an industry?
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Where is the snowboard headed? Numbers were down.
Getting schools and your orgs in non-resort towns to embrace the sport
How to diffuse the common perception that the sport is expensive / elitist ?
Aligning suppliers/retailers/resorts to better coordinate efforts
• What is it going to take to keep specialty shops in
business?
• What do you need from SIA?
• Would a shift in the selling season bring any benefits?
• What can retailers do to increase sales?
– Ski sales – reduce demos or offer guaranteed to specialty shops
• How are you communicating w/ your customers?