SIA_Day-4

COLORADO CONVENTION CENTER - DENVER, COLORADO, USA

OFFICIAL PUBLICATION SIA SNOWSPORTS SHOW BY THE PUBLISHER OF SKI PRESS USA

DAY 4

ECO FASHIONSOFTSHELLS LOOK TO LIGHTENIMPACT ON MOTHER EARTH

SNOWBOARDSSPEED LACES, STRAPS & BOAUNTIE SNOWBOARD BOOT DESIGN

SKISSKI BOOTS AS SUVS?AT TRENDS GO MAINSTREAM

4 FOR THE FUTURESIA’S KELLY DAVIS GETS REALW/WEATHER, APPAREL & THE INTERNET

NEXT STOP: ON-SNOW DEMO/FREE RIDE FEST

HEAD UP TO THE MOUNTAINS FOR THE ON-SNOW DEMO/FREE RIDE FEST. SHIP IT ALL OUT VIA FEDEX, BOOTH 4516.

ALSO INSIDE

TOP NEWS & PHOTOS

WHAT’S HAPPENING?

EVENT CALENDAR, PAGE 28

WHERE IS...?

EXHIBITORS LIST,

PAGE 30

THE SIA SHOW IS WIRELESS — READ THIS MAGAZINE ONLINE AT SKIPRESSWORLD.COM/SNOWPRESS

BE IN THE KNOWDOWNLOAD THE SIA SHOW APP AT ITUNES APP STORE (SEARCH SIA SHOW)

TAKING IT TO THE SLOPES!THE BRAND NEW ON-SNOW

DEMO/FREE RIDE FEST IS NEXT!

TOP PHOTOS FROM THE FLOOR! TOP MEMORIES FROM DENVER!

BIG SUCCESS FOR THE BRAND NEW SNOW SHOW!

How We Promote It!

TAKING PRODUCT TO THE PEOPLE VIA MAGAZINES, MOVIES, TV & EVENTS

01_Cover_D4.indd 1 10-01-30 20:06

Untitled-1 1 1/25/10 10:50:50 AM

A Deal of Epic Proportions.Even though Epic Season Pass sales are closed to the general public,

SIA Snow Show attendees can still purchase the pass for only $199. That’s more than 60% off the original price!

Ski as much as you want and when you want at six amazing ski resorts, starting February 1st. But hurry, you can only purchase passes

at the Epic Booth at the SIA show!

Plus, $10 of your purchase will go toward Winter Feels Good - providing outreach tools that introduce youths to snow sports.

THIS EPIC DEAL IS ONLY AVAILABLE IN-PERSON TO REGISTERED SIA ATTENDEES AT THE 2010 SIA SNOW SHOW IN DENVER, CO

BOOTH: 3356

BUY TODAY

$199

Available for a limited time. Passes good from 2/1 through the remainder of the ‘09 -‘10 Season. SIA credentials are needed at the time of purchase.

©2009 Vail Resorts Management Company. Trademarks are the property of Vail Trademarks, Inc., Heavenly Valley, L.P. or Dundee Realty.

SIA Epic Adr3.indd 1 10-01-29 9:34 AM

TOP NEWS

4 SNOWPRESS DAY 4 skipressworld.com/snowpress SKI THE BEST OF COLORADO

Come Gaze at the HardwareIn 1924, Anders Haugen took fourth place in the ski jump at the Olympic Winter Games in Chamonix, France. Fifty years later, a Norwegian sports historian noticed a mistake in the standings. Haugen actually came in third and was subsequently given the bronze he won. It was the fi rst offi cial U.S. Olympic medal in skiing and the longest it has ever taken for an Olympic athlete to receive a medal.

You can see that classic medal as well as Gretchen Fraser’s fi rst U.S. skiing gold and silver medals from 1948 downstairs from the show fl oor at the U.S. National Ski and Snowboard Hall of Fame and Museum exhibit. The exhibit also includes vintage issues of Sports Illustrated and a program from the 1960 Squaw Valley games. You can also peruse the wall of fame that lists every U.S. ski and snowboard medal winner.

Eight new members — including Doug Coombs and Chris Waddell — will be inducted into the Hall of Fame on April 9 at the Gerald R. Ford Hall in Beaver Creek, Colorado. —DOUG SCHNITZSPAHN

Tom West holds Anders Haugen’s 1924 bronze medal.

K2 RESTRUCTURES MARKETING, PRODUCT DEPTS.Incorporating Baseline Technology rocker onto its skis and snowboards isn’t the only restructuring K2 Sports has done this year. The industry giant also recently restructured its global and product development teams, adding more oil to its snowsports engine. Under the re-organization, 20-year K2 vet Anthony De Rocco has been named executive vice president of product and brand development, while Aaron Ambuske, Alex Draper and Dodd Grande have been pro-moted to vice presidents of global product development, reporting to Anthony. Additionally, Jeff Mechura and Scott Mavis have been promoted to vice presidents of global marketing, absorbing added responsibility for specific brands within the K2 portfolio. “The new organization is designed to better address the needs of our brands, product lines, employees and customers,” says K2 Sports CEO Robert Marcovitch. “Anthony’s skill sets make him the ideal candidate for such a complicated role.” (Pictured: Jeff Mechura) — EB

Skullcandy’s Mix Master HeadphonesThe cooler-than-you Skullcandy designers are always stepping it up. The company is plowing deep into the audiophile world with its latest offerings of high-end, DJ-focused headphones. With memory foam pads, Mylar drivers and 50mm speak-ers, the $250 Mix Master headphones showcase a company going deep in the world of audio. “We are defi nitely taking it to the next level,” says Skullcandy spokeswoman Leland Drummond. One of Skullcandy’s coolest offerings this year is its mp3 belt. The large capacity player with retro knobs would be a cool buckle even without a capacity to blast tunes. The belt retails for $150 and comes with Skullcandy’s “Smokin’ Buds” phones. — JB

Völkl’s Sustainable Amaruq Eco SkiOn Friday, German ski maker Völkl announced it had won its second Eco Responsibility award from IPSO with its new, limited edition Amaruq Eco touring ski. Built with a “wood-only” mantra, the stunningly beautiful Amaruq is best described by what’s missing. No fi berglass. No solvents. No epoxy or resin. No plastics. Edges are 60% recycled steel. The ski’s sintered base is 100% recycled, using trimmings from other skis. The nothing-but-wood core features crisscrossed wood fi bers hardened with an organic wood resin. Solvent-free linseed oil protects the topsheet. All this sustainability and ecological innovation comes at a price. “These are very expensive to make,” says Völkl’s Geoff Curtis. Individually numbered Amaruqs are expected to retail at more than $1,000. — JASON BLEVINS

Making the CutTHE SKI CHANNEL RELEASES LIST OF TOP 250 MOST INFLUENTIAL PEOPLE IN SNOWSPORTS While many attendees are worried about getting on the list for post-show parties, Steve Bellamy, founder of The Ski Channel, has people scrambling to see if they made another. The ski network has just released its fi rst annual Snowbiz 250, a list of the most infl uential people in snow sports for the 2009/2010 season. Included are athletes, agents, resort executives, retailers, manufacturers, doctors, coaches, politicians, fi lmmakers, publishers, writers and other infl uential fi gures.

Athletes scored high in the compilation, with Lindsey Vonn and Shaun White tying for fi rst place as the most infl uential people in the industry. Other inductees include Utah Governor Jon Huntsman, who 12-folded their tourism budget; knee surgeon Dr. Richard Stedman; Audi executive Scott Keogh, for his Truth in Motion documentary; and Sundance Ski Resort owner and actor Robert Redford. Shane McConkey was awarded the only posthumous entry, with the cellar-dwelling 250th spot going to Soldier Mountain owner and actor Bruce Willis (visit theskichannel.com/top250 for complete listing).

“More than 30 people in the industry contributed to its research and ranking,” says Bellamy, adding that points were awarded in various categories and then tallied by formula to factor out bias. “We did it to recognize those who help grow the industry on a daily basis and to hopefully inspire others to be more impactful and infl uential this next year.”— EUGENE BUCHANAN

Geoff Curtis and the Amaruq

04_TopNewsMasthead_D4.indd 4 10-01-30 5:47 PM

Untitled-2 1 1/14/10 2:03:12 PM

EDITORIAL

EDITORIAL DIRECTOR // Peter Kray

MANAGING EDITOR // Lori Knowles

FRENCH EDITOR// Claudine Hebert

FASHION EDITOR // Krista Crabtree

SENIOR EDITOR // Eugene Buchanan

SKI & ACCESSORIES EDITOR // Douglas Schnitzspahn

SKI BOOT EDITOR // Steve Cohen

SNOWBOARD EDITOR // Mike Horn

DENVER EDITOR // Jason Blevins

PRODUCTION

PRODUCTION MANAGER // Stéfan De Gagné

PHOTO MANAGER // David-Olivier Gascon

GRAPHIC DESIGNER // Martine Bélanger

GRAPHIC DESIGNER // Vanessa Primeau Geoffroy

PHOTOGRAPHY// Tom Winter

SKIPRESSWORLD.COM/SNOWPRESS

TECHNICAL SUPPORT // Patrick Leith

PUBLISHING & SALES

SALES AND PUPLISHER// Jean-Marc Blais

SALES REPRESENTATIVE // Harry deHaas

SALES REPRESENTATIVE // Scott Leonard

SALES REPRESENTATIVE // Peter Kirkpatrick

Printed by Publishing Printer

EDITORIAL

EDITORIAL DIRECTOR // Peter Kray // [email protected]

EDITOR, CANADA // Lori Knowles // [email protected]

EDITOR, QUEBEC // Claudine Hébert // [email protected]

PUBLISHING & MARKETING

PUBLISHER // Jean-Marc Blais // [email protected]

ACCOUNTANT // Nicole Vinet // [email protected]

PRODUCTION

OPERATIONS MANAGER // Stéfan De Gagné // [email protected]

PHOTO MANAGER // David-Olivier Gascon // [email protected]

GRAPHIC DESIGNER // Martine Bélanger // [email protected]

GRAPHIC DESIGNER // Vanessa Primeau Geoffroy // [email protected]

SALES

SALES REPRESENTATIVE // Harry deHaas (905) 471-9276 // [email protected]

SALES REPRESENTATIVE // Alex Beauregard (514) 270-0997 // [email protected]

SALES REPRESENTATIVE //Scott Leonard // 970-274-6655 // [email protected]

INTERNET

TECHNICAL SUPPORT // Patrick Leith // [email protected]

CIRCULATION

CIRCULATION MANAGER // Marc Allard// [email protected]

While Ski Press World takes all possible precautions to ensure factual accuracy in its pages, it is not responsible for errors in the information published. Suggested

retail prices printed in the magazine are subject to change without notice.

This magazine can be recycled. Please recycle where it is possible.

COLORADO CONVENTION CENTER - DENVER, COLORADO, USA

THE OFFICIAL PUBLICATIONOF SIA SHOW IS PUBLISHED BY

SKI PRESS NEWS850 L’Heureux CP 23515

Beloeil Qc, CanadaJ3G 6M2

SNOWPRESS DAY 4 skipressworld.com/snowpress 5

TOP NEWS

AT’S Meteoric RiseThe meteoric rise of alpine touring equipment last year was fueled by the blood of telemarking. It’s no coincidence that AT unit sales climbed 21% while telemark sales fell the same amount.

The rising star of snow sports is AT these days, a crown once worn by the knee-dip-ping world. But since peaking in the early aughts, when specialty stores wallowed in $6.6 million in annual sales of tele gear, the free-heel industry has collapsed, with specialty shop sales moving $2.5 million in tele skis, boots and bindings.

But telemark is not fading away. The core of telemarking will never abandon their free-heeled, free-minded pursuit.

“Maybe it was an artificial boom and what we are seeing now is reality,” says Roch Horton, sales manager for Black Diamond, one the three brands who dominate telemark.

Black Diamond is about halfway through its development of a revolutionary tele

binding, one with DIN release. But the company has suspended funding, opting to pursue its ascent-friendly but downhill friendlier AT products, like its Factor AT boot. Still, don’t think BD is abandoning its core customers.

“We certainly see viability in that market,” Horton says. “The hippy-dippies are still out there in force and they are not going away.”

Maybe they’re just spending their never-fewer dollars on a new game like AT, says Scarpa chief Kim Miller. Don’t confuse sales with participation, he says, point-ing to SIA numbers showing consistent numbers of free heelers in recent years.

“We all want to try new things and get out there and explore new facets of slid-ing on snow,” says Miller, who antici-pates a return to telemarking’s heydays. “It’s cyclical. And while it’s a smaller pie now, I do think you have to innovate. Don’t expect it to get better if you don’t make an effort.” — JASON BLEVINS

Flaik OutWant to know how much vertical you are racking up at Winter Park at tomorrow’s on-snow/free ride? Pick up a Flaik and you will be able to track the total number of feet you ski and your top speed. A leaderboard will display leaders in vertical, distance, speed and time.

“It’s going to be a great opportunity for bragging rights,” says John Siewierski, senior vice president, sales for Flaik.

Mountain competition is just one fun function of the arm band GPS device that has been adopted by nine resorts across the country. The main purpose is safety. Ski schools can use Flaik to track kids and patrol can issue them to riders headed into the sidecountry to make sure they get back safely.

Flaik will not be available to general consumers for at least two years, but the company is doing brisk business at the show selling to resorts for day rentals and ski school use. “We will do 400,000 day usages over the season,” says Siewierski. — DOUG SCHNITZSPAHN

Flaik’s Ashley Pyle shows off the arm band unit that will help ski schools track kids

04_TopNewsMasthead_D4.indd 5 10-01-30 5:47 PM

ON-SNOW PREVIEW

6 SNOWPRESS DAY 4 skipressworld.com/snowpress OFFICIAL INDUSTRY SUPPORTER

Enough talk. It’s time to shred. SIA and Colorado Ski Country USA have banded together to offer show attendees special post-show skiing and riding deals throughout the state. See you on the slopes.— BY EUGENE BUCHANAN

ON-SNOW DEMO, MON., FEB. 1If you haven’t already done so, make plans now to get your trade-show-weary butt up to Winter Park for SIA’s first-ever On-Snow Demo. More than 150 brands will offer demos of the latest gear you could only ogle at the show, with concerts, activities and après action rounding out the festivities. It includes free lift tickets, rentals, breakfast, lunch, transportation and happy hours. To sign up, go to the show’s registration desk, sign a release and present your Snow Show badge to get your On-Snow/Free Ride Fest Badge. You can also sign up for free shuttle service, which departs from the convention hall’s Lobby B at 4 p.m. Sunday and again on Monday and Tuesday at 7:30 a.m. Return shuttles leave Winter Park at 5 p.m. Monday and at 1 p.m., 2 p.m., 3 p.m., 4 p.m. and 5 p.m. On-site registration opens at 8 a.m. daily. Info: siasnowshow.snowsports.org/OnSnowDemoFreeRideFest/.

DEALS, DEALS, DEALSVegas might have blackjack dealers, but Colorado has ski deals for all tradeshow attendees. Here’s how to stack the deck in your favor.

Vail: Swing by the Vail Resorts booth (#3356) before the end of the day today and with your show badge you can buy the coveted Epic Pass for the special rate of $199 (60% off). The special deal for show attendees lets you ski at Vail, Beaver Creek, Brecken-

ridge, Keystone, Heavenly Valley and Arapahoe Basin for the rest of the year.

Other resorts: All buyers at the show receive three comp tickets good at 20 Colorado resorts (excluding Loveland, Silverton and Vail-owned resorts) Mon. – Wed., Feb. 1-3. Exhibitors receive two-for-one tickets good the same days (including Loveland). If you’re heading up today, swing by Echo Mountain for a special night rate of $25, letting you ski until 9 p.m.

Lodging/Rentals: Winter Park is offering show-goers rooms for just $64/night through Fri., Feb. 5 (866-423-5177). Aspen is offering all attendees 50% off all ski and snowboard rentals Feb. 1-3. Copper Mountain is offering special two-for-one pricing at its Woodward at Copper indoor freestyle training facility through Thurs., Feb. 11 (woodwardatcopper.

com). Crested Butte is offering $69 rooms at the Elevation Hotel good through Fri., Feb. 5.

UPHILL/DOWNHILL CHALLENGEOne too many appetizers/Free Ride Fest or beers at the show? Here’s your chance to burn it off. At Winter Park’s On-snow Demo on Monday, sign up for the Uphill/Downhill Challenge, presented by Scarpa. “It’s just our way to help people get out there and have a good time while getting a little exercise after the show,” says Scarpa’s Dave Simpson. “It’s also a great way to showcase another category in snow sports.”

The randonee-style race starts at 2 pm, and sends competitors skinning 1,700 feet up to the Sunspot Lodge and then back down through bumps and glades to the fi nish line. Teams of three are scored by combining times, with the fastest individual time winning a pair of Scarpa F1 Carbon Race boots. All entries are also automatically entered in a raffl e for other great prizes. Special Bean Counter Bonus: if you’re a company CEO or owner and your employees want you on their team, judges will take fi ve minutes off your time.

DEVIL’S THUMB RANCHGet your nordic on at Devil’s Thumb Ranch just past Winter Park in Tabernash, Colo., from 9 a.m. – 4 p.m., Mon.-Tues., Feb. 1-2. Attendees receive complimentary shuttles from Denver or Winter Park, a free ticket to more than 100 km of groomed trails, ranch tours of the new 52-room lodge and Ranch Creek Spa, free breakfast and lunch, free sleigh and feed rides, and a Norwegian-style après ski party with a band Monday afternoon. Visit them today at booth #368 and also get a free chair massage and discounts on rentals. (Info: devilsthumbranch.com; (941) 350-9615).

SILVERTONSilverton Mountain is offering half-priced helicopter skiing for all SIA badge holders this weekend, plus Thursday through Sunday next week. The deal requires skiers to buy one guided day of skiing and single heli drops cost $79.50. Reservations are recommended at www.silvertonmoun-tain.com or 970-387-5706. (Photo: Pro skier Pep Fujas drops a fi rst descent in Silverton Mountain’s new 15,000 acre helicopter terrain.)

Vail

Winter Park

Silverton

06_TopNews_D4.indd 6 10-01-30 19:54

TOP TREND

HIGH STANDARDS, GREEN CERTIFICATIONS Green products and practices have gone from trendy to mandatory for many manufacturers. Some companies are taking steps toward sustainability throughout the whole manufacturing process—from maintaining carbon neu-tral offi ces to ensuring that the fabric they use has been produced in a green way. There are even companies that help create more eco-responsible practices in Asia. NUWA Textiles, for example, with offices located in the U.S., Taiwan and China, deals only with factories that follow environmentally-friendly protocols therefore achieving green certifi cations such as bluesign® and comply with Oeko-Tex and ISO-14001 standards.

“Our goal is to reduce water, energy, and chemical use while producing the highest quality textiles,” said Nüwa Textiles President, Michael Shih, “At the same time we must always be aware of the safety of our employees.”

KJUS focuses on consumer safety by becoming Oeko-tex certifi ed, which means that all of their products meet an internationally recognized standard for being environmen-tally safe. Their line of midlayers—in both the Spirit and Ski Line, as well as all other garments, are made from fabric that does not include allergenic or harmful dyes and sub-stances that could hurt textile workers or the consumer. In fact, no harmful substances were used at any time during the production process.

RESPONSIBLE RECYCLINGPatagonia has stood out as a forerunner of green practices for years. This season, 90 percent of Patagonia’s products are recyclable through the Common Threads Recycling Program and over 50 percent of their products are made with environmentally conscious fabrics. The Regulator fl eece collection—known for moisture management and high warmth-to-weight ratios—now has new fabrics in six different weights.

Arc’Teryx’s new durable Strato Jacket has a sustainable ele-ment to this relaxed-fi tting, moisture-wicking jacket: It’s constructed out of Polartec Thermal Pro Cobble Fleece, made from 64 percent of recycled fl eece.

THE WIDE WORLD OF WOOLWool, by nature, is a sustainable, renewable and natural resource. SmartWool uses New Zealand Merino wool and practices sustainable wool farming and environ-mentally-friendly processing techniques. The Thermal Midlayer Line for men and women comes in various weights for warmth and can be layered with products from the NTS (Next-to-Skin) line for breathable yet insulating layering.

Helly Hansen uses 100 percent boiled Merino wool in the Embla Wool Hybrid Jacket for a soft feel and casual look. PrimaLoft insulates the jacket for warmth and polyamide protects the shoulders and arms.

Powderhorn adds Italian ingenuity with the Buffalo Bill and Grace sweater Jackets—both made out of Ponte-torto Technowool, a high-end boiled wool combined with soft fleece. The result: A wind-resistant, breath-able, fleece-lined wool midlayer or light jacket.

Dale of Norway launches a new process of combining two separate fabrics called Comfort Technique. The Midlayer Comfort 380 and Midlayer Supreme line have a technical yarn that is uniquely knit and bound with soft Merino wool for comfort and functionality.

NATURE’S FIBERSWool isn’t the only natural fiber in underlayers this sea-son—Obermeyer uses free trade certified Alpaca from South America in the Alpaca Crew to add a smooth, silky feel as well as insulation and wicking.

It may sound counterintuitive in this age, but Polarmax helps give cotton a facelift with a technical twist—made possible after a new partnership with Cotton, Incor-porated. Together they have created a line of techni-cal undergarments made with wicking cotton fabric called Polarmax’s PMX cotton apparel with TransDry. —KRISTA CRABTREE

Apparel: A (Green)Sign of the TimesSUSTAINABLE MATERIALS AND GREEN PRACTICES PROPEL INNOVATIONS IN OUTDOOR LAYERING.

SKI THE BEST OF COLORADO SNOWPRESS DAY 4 skipressworld.com/snowpress 7

07_TrendGreen_D4.indd 7 10-01-30 6:04 PM

QUESTION OF THE DAY


Titan & Stoke: Dynafi t’s Latest OfferingsIn a three-brand race, it can be easy to overlook the fourth-place runner. But as the AT industry’s biggies stall in a down economy, black horse Dynafi t is poised to take its lightest, stiffest, swiftest mantra to the top of the hill.

Dynafi t’s newest offerings — including its super stiff Titan boot and light-as-air Stoke ski — mark the penny-weight company’s bridge from alpine touring into the freeride realm. The four-buckle, triple-compatible Titan — with slide-on blocks ready for all alpine and AT bindings and quick-step slots for the Dynafi t bindings — keeps with the company’s light-is-right ethic at a mere 2,000 grams. The Titan has a walk mode and forward lean adjustments that can tilt riders at 15 degrees or a race-ready 21 degrees. Add the seven-pound pair of Stoke skis and you are ready for both frontside ripping and weeklong touring.

With sales climbing more than 50% a year, Dynafi t has kept a laser-like focus on building the lightest, stiffest boots in the alpine crossover class. That makes them an eventually inevitable choice for skiers looking to step beyond the sidecountry into more extended ascents. The intro-duction of Marker’s backcountry-dabbling Duke and Jester bindings has grown the AT market. Those newcomers will soon turn to Dynafi t, says company president Chris Sword.

“Eventually you lighten up and move to higher performance,” says Sword, who welcomes all companies seeking to grow the AT pie. “We all share the same joy and spiritual aspect of our sport.”— JASON BLEVINS

Dynafi t president Chris Sword shows off his company’s Titan alpine touring

crossover boot and a penny-weight carbon fi ber boot.

What did you see at the show that you’re looking forward to testing out?

“A Bula beanie (I lost my old one). Also, a new hoodie jacket from Loki that comes with gloves attached. I’m moving to Liverpool, so I need some-thing nice and waterproof.”— Christine Diamon, Aspen Skiing Co.

“Offi cer Tasty and Offi cer Delicious, two girls from PolarMax who came by yesterday dressed in full police garb, complete with stiletto boots.”— Nick Palermo, Skijunk.com

“Salomon’s Quest 12 boot. I’ve skied a lot of AT boots, but am excited to see its downhill perfor-mance.”— Sammi Johnson, Outside Media

“The Knee Binding. It looks cool, and with two springs in the heel, it should protect the knee better. It might keep me in the game longer.”— Jeff Rich, MasterFit Enterprises

“Some of the Elan skis. Their whole product line looks sweet. We make our skis in Poland, and they make theirs in Slovenia, so I’m curious to see how they ski.” — Ross Janzen, Faction Skis* * Editor’s note: For those wondering, Janzen worked out his licensing dispute with Gene Simmons, as reported at last year’s show, and is now licensed to use his graphic.

“The new Skull Candy headphones. They’re bright turquoise with tons of bling on them.”— Jordan Bullock, Apex Ski Boots

Trew, Neff and FlyLow: Upstart Brands Court the CoreTechnylish. That’s how Trew’s founders Tripp Frey, Chris Pew and John Pew defi ne the sensibility their young brand is bringing to the apparel and accessory world. They are not alone. Several young up-and-coming brands have been gaining traction on the show fl oor, refl ecting a core demographic that responds to authentic, performance-oriented brands.

“We take the performance of mountaineering apparel and give it freeride style. We push the envelope of pattern work and style in a technical garment,” says Frey. He points to the detail work in the Pow Funk, a jacket that uses the brand’s proprietary three-layer Gelanots waterproof/breathable fabric and labor-intensive seam work to achieve his technylish ethos.

This is Trew’s second show and already the brand is gaining traction, espe-cially after winning Skiing’s gear of the year award for its Trewth Bib.

“Stores are coming to us now instead of us trying to make them come see us,” says Frey.

Shaun Neff, who fi rst founded his brand selling t-shirts out of a backpack in college at BYU back in 2002, has also seen business on the rise at this show.

“We made more than 120 appointments at this show,” he says. “Last year we started with 70 to 80. There are fewer kids hangin’ out in the booth here but we are doing more real business.”

The business took off for Neff when he switched from making t-shirts to hats fi ve years ago so that pro rider friends could wear his without confl icting with sponsors. At the time, he says hats were still a niche. Now they are sure business in a down economy.

FlyLow grew 79% last year thanks to founder Dan Abrams combination of freeride style, frugal business skills and authenticity.

“We spend a lot of time in the fi eld testing and talking to people. We try to give them a say. In return, they have a sense of ownership. They help shape how we think,” he says.

TOP NEWS

Trew founders Tripp Frey and Chris Pew

Neff founder Shaun Neff

08_TopNews_D4.indd 8 10-01-30 5:48 PM

Each year, 70,000 skiers in

jure an ACL. Nearly 1 in 4 never ski aga

in.

For those who come back, it’s no easy r

oad.

Skiers know this. They want gre

at skiing.

But they ALSO want to make it back to real life - intact!

That’s why we created KneeBinding - w

ith retention and performance

as good as, o

r better than, any other binding. A

nd, they’re the only

alpine bindings on the planet with PureLateral

TM heel release to

mitigate knee injuries.

So come to booth #3565 to see the new 2010 KneeBinding Collection.

Be a part of the next generatio

n of safer, high-performance bindings.

Safer

To see hi-res videos and learn more, visit www.KneeBinding.com

Made in the USA© 2010 KneeBinding, Inc. Protected Trademarks

“Gear of the Year” –

SKI

“Skier’s Choice” – Pow

der

“Best Alpine Ski Binding” – Women’s Adventure

“Best Innovatio

n in Snow Sports” – SnowPress

Untitled-3 1 1/15/10 3:18:03 PM

In an economy where manufacturers are scaling back, the UK’s Rab is climbing higher. Long a fi xture in the moun-taineering world, the company is now laying down roots in both the ski industry as well as Colorado, opening a new warehouse and offi ce in Louisville, Colo., hiring a Rocky Mountain sales rep force, and hiring three customer service and warehouse positions and a new marketing manager.

It also partnered with Pertex on a new fabric launch for the show called Syncro. Look for it in the company’s new Infi nity Jacket, a light-weight weather-resistant offering with a 10D ultra-light ripstop shell, 850+ European goose down, baffled construction and a shorter cut for light-weight travel.

“Rab sees the SIA show as an opportunity to expand our brand presence and more retail doors,” says Rab pres ident Matt Gowar. “Our product line is evolving to suit the backcountry mar-kets and we’re looking to provide retailers with a reputable, reliable brand. Being at SIA is the way to initiate this.” — EB

Gibbon SlacklinesThe ski industry has its share of slackers, but a new exhibitor at the SIA Show is giving the term new mean-ing. Based in Stuttgart, Germany, Gibbon Slacklines is attending SIA to showcase its new Classic Slackline, available in 15- and 25-meter lengths, to the snow sports industry. In so doing, it hopes to find a balance of its own in a new market by picking up dealers and reps for its wobbly wares.

“Slacklining provides a dynamic balance challenge that works the same muscles used for skiing and riding, “

says Gibbon’s Sara Morell. “We want to share the fun and fitness benefits of this sport with the snow sports industry.”

She adds that the company has also found the line’s trampoline-like nature perfect for skiers and riders wanted to practice jumps and spins off the snow. The Slacklines set up easily in minutes, are 50mm wide and can be slung at any height, including low to the ground. — EB

DPS For Salt Lake City’s DPS Skis, it’s all

about carbon. Founded in 2005, the

company has pioneered the use of

aerospace-grade carbon-fiber and

sandwich construction to create skis it

claims are lighter, stronger and more

powerful than others on the market.

And the timing’s right to take its mes-

sage to SIA. “We’ve been distributing

skis direct for four years and are now

expanding our distribution to include

a traditional model,” says co-founder

Stephan Drake. “So, it was logical to

start exhibiting at SIA. By doing so,

we hope to introduce dealers to both

our culture and cutting-edge designs,

which we’ve developed over the last

fi ve years.”

The company has three lines, with

the Lotus models built for powder,

Wailers for all-around big mountain

skiing, and the Cassiar line for front-

side use. The Lotus 120 is the world’s

fi rst long-nosed, pintail powder ski

that, after years of fl ex pattern and

shape refi nement, weighs less than

8 lbs. per pair (190cm) while still car-

rying a 120mm girth underfoot. “It

has more power and torsional stiff-

ness than a World Cup race ski,” says

Drake. “It’s unlike anything else on

the market.” — EB

Nearly 100 new exhibitors are on the Colorado Convention Center fl oor here at the fi rst ever SnowSports Industries America Snow Show, helping fuel the energy and innovation for where our industry goes next. Check out the aisles to see all of them, and check our ‘Who New’ column every day as well, for a snapshot of some of the newest stars of snowsports.

WHO NEW

ABS Avalanche

Rab


It might seem strange that a company founded 25 years ago is finally making its mark by appearing at the SIA show. But the timing’s right for Germany-based ABS Avalanche to penetrate the U.S. market, says manager Manuel Schmidt, and what better way to do so than attending the show.

“We’re looking to open U.S. dealers,” says Schmidt. “We’re coming to establish a U.S. dealer base and line up reps for U.S. distribution.”

Given its product line, it should be easy. The company makes backpacks with avalanche airbags, and has been doing so for two and a half decades. Its current product deploys two airbags simultaneously within two seconds. — EUGENE BUCHANAN

10_Who New_D4.indd 10 1/21/10 5:34:00 PM

Olympic & X Game medals. Tour de France podiums. PGA victories.

Are you dialed in?

The Boa Lacing SystemBoaTechnology.com

Boa® is a registered trademark of Boa Technology Inc.

Untitled-1 1 1/13/10 1:07:06 PM

TOP TRENDS

Innovative lacing systems remain at the forefront of snowboard boot progression for both men and women. Cutting out all

unnecessary weight is a close second. And there seems to be a high-top sneaker renaissance going on.

Leather and Lace2011 SNOWBOARD BOOT STANDOUTS


The Great ConnectionSNOWBOARD BINDINGS 2011

Light. Adjustable. Responsive. That pretty much sums up the 2011 snowboard binding class.

Boa’s Focus lacing system is being utilized by several manufacturers, and is featured on the K2 Thraxis, Ride Insano Focus, Vans Cirro, Vans Veil, DC Judge, DC Mora and the ThirtyTwo Focus.

According to Boa Sales Manager Ilya Minkin, “For 2010 we are running one lower zone lace to the lateral ankle guide, and the other lower zone lace will fl ow to the medial ankle guide, creating slimmer lace guides and increased even pressure across the boot.”

Nearly every company also has their own proprietary speed-driven lacing technology. “Lacing systems are huge, everyone’s incorporating them into their lines now,” says Clarissa Finks’s Burton’s assistant product manager for women’s boots. “We’re putting a new spin on our own Speed Zone by introducing the Sweet Spot Speed Zone system on the Axel. It features Speed Zone around your ankle and forefoot and dual Velcro straps to dial in the proper fi t.”

Ride’s Strapper AC is a freestyle boot that utilizes new Phy-Top construction—and looks like an old-school high-top sneaker, Velcro strap and all. The end result is a boot that has 40 percent fewer parts, 15 percent less weight, 50 percent less glue and a lot more durability, rebound and fun.

“ThirtyTwo’s new Heritage boot was inspired by skate heritage and innovation over the past 15 years,” said ThirtyTwo’s Ashton Maxfi eld. “It includes a full-length System G gel midsole and Tongue Tension System, [and we] tied it back to some of the classic style and support of the early etnies high-tops.

For K2, the Boa lacing system is featured in both men’s and women’s boots. According to K2’s Steve Metcalf, The Ryker delivers smooth fl ex and supportive comfort, and Intuition liner and Micro Articulating Cuff combine for unfettered mobility. The New CONDA liner system makes for super quick, single-pull internal adjustment and unrivaled heel hold while the Boa shell closure locks the exterior. On the women’s side, the Contour DB (double Boa) is designed for the female rider who enjoys no-fuss adjustability and cozy feet.

According to Rome Snowboard’s Ryan Runke, “In bind-ings, canting, adjustability, and fl ex control are the pri-mary trends.” He said Rome’s new 390 Boss and new VRod baseplate innovate in all those areas. “The new technology is a “V” shaped bottom allowing the board to fl ex while providing power to your board edges. The “V” runs perpendicular to the board edges reducing weight and overall footprint allowing the board to fl ex naturally tip to tail.”

One-click/single-ratchet convenience remains a priority for many manufacturers, including Flow, K2, Ride and Gnu. The NXT-ATSE is Flow’s lightest binding, and their rear-entry access requires just the fl ick of a fi nger to strap in. Flow’s Lucien Vink said their bindings are highly adjustable, and you can “Customize with multiple loca-tions to adjust the hiback position and PowerTriangle cable-geometry.

K2’s Auto Technology emphasizes easy-access and engagement as well. The Drone binding is Auto-ready, and the ratchet-less toe straps cinch down in unison with the heel strap. K2 uses Litespeed ratchets and Air-lock Highbacks to eliminate unnecessary weight.

The new Optimo ContraBand from Ride includes Wedgie 2.5 and 4.0 footbeds, and the ContraBand single-ratchet design with the new AeroGrip V-Strap and new Stealth highback.

Another take on rear-entry bindings, the redesigned Agro binding from Gnu features Bio Polymer compo-nents, and near step-in convenience via the Backdoor Binding system. The Agro has a lightweight aluminum baseplate and micro-adjustable ankle strap ratchets.

In an effort to expand the EST system’s versatility, Burton is introducing Re:Flex technology, featured on their new Prophecy and CO2 models, which they say combines best of disc and EST bindings. “Through a revolutionary new baseplate and disc design, this technology blends some of the benefi ts of EST with the versatility of a disc binding,” said Burton’s Chris Cunningham. “Rider ben-efi ts include 70% more underfoot fl ex than traditional disc bindings, 20% lighter baseplate design, more cush-ioning than traditional disc bindings, and compatibility with all mounting systems.”

Salomon’s Arcade and Stella bindings experienced a major overhaul in the strap department for 2011. “The result is simple, comfortable and easy to use,” said Salomon’s Rian Rhoe. “Our NEW 3D Core Strap is lightweight and curves perfectly to the shape of your boot for a crease free-fl ex.” —MIKE HORN

12_TopTrends1_D4.indd 12 1/21/10 5:35:29 PM

For moe info visit kombisports.com or call 802.879.3369 Booth #2849Kombi® is a registered trademark of Kombi, LTD.

kombisports.comTechnology for Performance

enjoy the winterWhen kids get cold, it can mean the end of a great day on the hill. Kombi has built a strong reputation by offering one of the best lines of kid’s handwear and base layers in the industry. Attention to detail, like using high tech fabric technology in our base layers and developing a soft and durable synthetic palm for our gloves is what keeps your customers coming back and asking for Kombi by name.

gondolaTHE

mini crEw nEckTHE komibi

T ramTHE

mini crTHET HET HE

mini crTHE

mini crmini crmini crmini cr

TTTTT ramramramTramTTramTTramTTramTTHET HET HET HE

TT HE

T

mini crmini crmini crmini cr

gondolagondolagondolagondolaTHET HE

gondolaTHE

gondolagondolaTHE

gondola

dave fortinKOMBI RIDER:

Kombi_KidsAd_SIA 2010.indd 1 1/12/10 4:01:17 PMUntitled-5 1 1/14/10 6:14:55 PM

TOP TRENDS


APEXDenny Hanson’s radical design returns this year after finding some boutique traction in the market this past winter. Apex separates fit, closure and flex by marrying a carbon fiber outer shell with a heat moldable walk-away innerboot.

ATOMIC The big-volume B-Tech waves bye-bye as Atomic takes a stab at being all widths to all people in its wide-rang-ing Live Fit collection that features two mega-buckles for closure. Live Fit models use flexible bellows panels both medially and laterally at the forefoot. Normally World Cup-centric Atomic is also setting its sights on crashing a different type of gate—the access gate to the backcountry. The Tracker 130 INT is a lightweight, burly-flexing, lugged-sole backcountry model with an aggressive stand height and easy-walk feature.

BLACK DIAMOND Building on its rich history of clever backcountry prod-ucts, BD continues to innovate in the hot AT category with its lightweight four-boot Efficient collection. All Efficient boots use a unique pivoting cuff technology that when teamed with a released ski/walk device, provides a super-generous 40 degrees of resistance-free travel. Close-out dents and a lock-open lower cuff buckle make for secure but clink-free travel in uphill hikes and traverses. All Efficient liners except the third tier Slant use a Boa cable closure to “dial” a personal-ized fit.

DALBELLODalbello’s Virus is the company’s new three-model col-lection of backcountry boots developed in conjunction with freeski legend Glen Plake who extensively tested the product on many of the world’s great mountain

ranges. The Virus mutates the precision and power of Dalbello’s top performing Krypton boot with innovative technology that eases walking/touring including a dual-hinging cuff with a long glide range and Vibram sole. Dalbello has been active in other categories as well with a new race/high-performance series called Scor-pion that incorporates anatomically shaped shell relief points with innerboot contours to accommodate critical fit spots at the ankle, heel, 5th metatarsal and navicular. Also new is Venom, a performance/all-mountain series that replaces the Proton series.

FISCHERFischer has trimmed its top RC 4 line, from seven adult models to five, eliminating its 99mm last. RC4 liners have been updated with the addition of a ceramic/cork flow material (similar to that used in the Zipfit liners) and a seamless spine construction for easy entry and exit called Rapid Slide. All Progressor and X-Series performance boots now use a bi-injected shell design called X-Rail that provides a stiff spine and sole with a softer instep and upper cuff front. All X-Rail boots have a new tool-free forward lean adjuster that adjusts from 14 to 17 degrees.

GARMONT Garmont continues its foray into the Alpine backcoun-try arena with a new G2 model. The G2 90 is softer-flexing with a mid-height cuff to better suit smaller skiers and women. All other Alpine backcountry boots are unchanged—except for pricing. Both Garmont USA and the Italian factory have taken margin trims bringing the Shaman/Astral and G2/G1 models down about 15% both at retail and wholesale.

LANGE Under a much streamlined operation, Lange is re-center-ing its orbit this season with a focus on its performance heritage. Lange has plowed most of its resources into the development of a pair of new lasts for the upcom-ing season. The RS is a 97mm course-tamer that will uniquely offer a 100mm shell option without the typical

ALPINE/AT Boot PreviewMASTERFIT UNIVERSITY, BOOTH 4374

World Cup? Olympics? Given the intense development energy the world’s boot makers are investing in backcountry and par-and-pipe designs, you’d think every race course in the world was rut-free and the front side of every big mountain was trackless—except for the half-pipes and parks.

If they didn’t have an entry before, virtually every manufacturer now has at least one off-piste targeted model—if not three or four.

Touring boots that provide the precision and power of traditional Alpine boots – but with grippy traction soles and releasable cuffs for easier hiking and walking – are proliferating. As are P&P boots with bold cosmetics that absorb big landings and ski switch as well as they ski forward. One manufacturer estimates that P&P may now constitute 15% of the ski market.

Here’s a look at what’s new from the traditional Alpine brands as well as AT/Tele standard bearers dipping into the back-country cross-over segment.

14_TopTrends_D4.indd 14 1/21/10 5:36:56 PM


downgrading of flex and buckles. The new RX is aiming to be a go-to model for skiers who require more forefoot width (100mm) but want a toothy, mono-injected boot that can be more readily punched and ground. It has a distinctive last with a heel pocket said to be traditional Lange strong.

NORDICAThe SIA show left Vegas one year too early for Nordica to cash-in on casino co-promotion opportunities for its new park-and-pipe boots that carry model names like Ace Of Spades, Dead Money, Heart Breaker, Double Six and Velvet Ace. With in-your-face neon-slathered throughout, the three-piece, three-buckle designs are super-lightweight, use flex block technology to provide progressive flexing and have a clever pant clip on the spine to keep typically-oversized cuffs from dragging in the snow or getting caught in bindings. Nordica is placing even more chips further down the spectrum with its new sport performance Cruise line.

FULL TILTK2’s Full Tilt has developed into a clever brand success among park-and-pipe lappers and freeriders. It did that by using the venerated, 30+ year-old Raichle Flexon Comp chassis and draping it in a half-dozen different varieties in a riot of colors and patterns. Voila. Every-thing old is new again. This season the collection grows wider—literally—with the addition of three new wider-lasted variations, two for men, one for women. Full Tilt also takes aims at micro-rats with its first kid’s offerings including an expandable shell model to accommodate foot growth.

ROSSIGNOLAfter completely making over its boot line the past two years, Rossignol plays out its strong hand this season. Most of its models return with just a few tweaks. The new freeski-targeted Squad line borrows bits from Rossignol’s three staple lasts to create an attractively designed and diverse collection. The top-model Squad Pro 130 uses

the 98mm Pro shell. The 120 and 110 flex versions switch to the slightly roomier Sensor³ 100mm shell. The 90 is fashioned from the even roomier 102mm Sensor shell. All the good stuff Rossignol has done with its liner design in the past two years continues to proliferate through the line.

SALOMONThe company that has been building better mousetraps for nearly 60 years is staking out a jangly new stall at the freeski boot bazaar. Quest is a ground-up execu-tion that flowed from Salomon’s considerable corps of freeski athletes. Instead of the well-worn path of taking a race boot and adapting it for freeskiing, Salomon built on its Ghost concept with the goal of creating “a high-performance alpine ski boot which hikes and tours as well as it skis.” The 101mm last collection (120/100/90 flex versions for men, a single 80 flex version for women) is ruggedly-attractive and bursting with creative features. In addition to the Alpine-oriented models, two light-weight models built on the Quest chassis will target the touring community and come with touring sole pads pre-mounted.

SCARPAScarpa continues its focus on building boots from plant-based, renewable Pebax plastic. Both its new AT boots use the stuff. The Mobe (Mo-bay) is a power ripper. Essentially an Alpine boot with a rockered, lugged sole, it employs Scarpa’s new Powerblock Tour mechanism that provides the rigidity of a fixed-cuff boot when locked yet hikes and skins with ease when released. The Mobe comes stock with Intuition liners. Also Pebax-based is the ultra-lightweight Maestrale/Gea combo. The former is for men, the latter women. Scarpa claims they are the lightest AT boots on the market at 3 lbs. 6 oz. (men’s 27MP shell).

TECNICA Continuing to toy with incendiaries, Tecnica has replaced its top line Dragon series with a blazing new collection

called Inferno. The 98mm gate chaser is built on an all-new last with revamped stance angles that meet FIS regs. A unique, tempered carbon-steel frame Power Chassis is integrated into the sole from toe-to-heel to provide torsional rigidity and a rock-solid link with the binding. The Power Chassis can be removed to throttle down its power for skiing in variable conditions. Despite its race orientation, the boot’s co-molded instep allows the foot to easily slide in and out. Two women’s models, as well as a 95mm plug shell World Cup race model—the Inferno R 150—are also available.

DALEBOOT Re-fueled, re-tooled, and re-energized after acquisi-tion by former U.S. freestyle skier Rob Graham, Dale-boot returns to the SIA show for the first time in many years. Gone is loveable founder Mel Dalebout who single-handedly kept ski boot manufacturing alive in the U.S. (the boot is still made in the now-modernized original Salt Lake City factory). It is a highly customi-zable brand targeted exclusively to technical boot fitting shops and committed skiers. The shell is fully customizable to match individual skier specs from the top of the calf through the toe box. There is also a choice of three different width last intuition customiz-able liners and cantable, replaceable soles and an AT sole option.

HEADThe Project (no relation to “The Situation” from MTV’s The Jersey Shore) is Head’s new freeskiing line with strong power transmission and edge control charac-teristics. With a flex range of 70 to 115 and a fore-foot last range of 98 to 103mm, the Project accom-modates a wide range of performance levels and foot shapes. Precision-wrapping Spineflex buckles, introduced last year, have been added to select high-end Raptor and Vector models. Spineflex buckles have an articulating backbone to optimize foot sta-bility while eliminating point loading on the shell.—BY STEVE COHEN

14_TopTrends_D4.indd 15 1/21/10 5:37:29 PM

COVER STORY

At the end of the line – after manu-facturers, reps and retailers – comes the consumer, the person ultimately responsible for buying those goggles and snowboards, taking that lesson, booking that room, and letting all of us here at the SIA Snow Show put food on the table.

But in this day and age of marketing mediums outnum-bering snowflakes, are we doing as good of a job as we can reaching this über-important cog in the wheel?

Any problems certainly don’t owe themselves to a dearth of platforms. Traditional outlets such as magazines, movies, television and events are now complemented by websites, blogs, podcasts and social components, each of which adds to the avalanche of information and imagery reaching endemic and non-endemic audiences

alike. According to SIA’s 2009 Snow Sports Market Intelligence Report, last year more than 14.8 million Americans participated in a snow sport. Additionally, one in 14 Ameri-

cans considers themselves a skier or rider.

That’s a lot of people, and fortunately snowsports has a lot of ways to reach them.

PRINTThere’s no shortage of print titles servicing the indus-try. Scan a ski retailer’s rack and you’ll find Ski, Skiing, Powder, FreeSkier, The Ski Journal, Ski Press, Backcountry, Off-Piste, and a slew of regional titles. At a snowboard shop you’ll find Snowboarder, Snowboard, Transworld Snowboarding, Future Snowboarding and others. And both categories boast too many websites and blogs to even begin to mention.

But the game is changing.

“The dynamics of media has changed tremendously lately,” says Jeff Galbraith, publisher of The Ski Journal, a magazine modeled loosely on the editorial- and subscription-heavy format of Surfer’s Journal. “Traditional publishing has run its course. It’s not so much CPM-based newsstand circulation anymore, but more of a rifl e rather than a shotgun approach; it’s less counting people and more delivering to people who count.”

He says that print still carries importance – especially when it comes to consumers trusting its advertisers and athletes appeasing sponsors. So while times might be tight for endemic publications, with page counts and circulation dropping, there’s also no denying these titles’ reach.

And no matter the title, one issue seems to resonate with consumers best: the annual Buyer’s Guides. “Ours is incredibly influential,” says Skiing magazine Editor Jake Bogoch. “We didn’t know it until we were alerted to it, but it definitely influences buying patterns.”

The Snowsports Product Cycle: How We Promote ItTHE CHANGING ROLE OF MEDIA AND EVENTSBY EUGENE BUCHANAN


16_CoverStory_D4.indd 16 1/21/10 5:38:05 PM

The Snowsports Product Cycle: How We Promote ItTHE CHANGING ROLE OF MEDIA AND EVENTSBY EUGENE BUCHANAN

Two years ago he says Skiing ran a test on twin tips, and named a certain ski the best. While the manufacturer admitted that the ski sat on retailers’ shelves before-hand, after the results went to print it reportedly sold out within a month.

While this gave Bogoch and company renewed faith in their annual compilation, he admits there are ways to improve it. The biggest problem, he adds, is that cat-egories, bestowed upon product by both manufacturers and magazines, are all over the map. The automobile industry has it dialed, he says, with easy-to-understand categories of sedans, mid-size, economy and other models. Not so snowsports.

To combat this, Skiing is planning fewer categories next year and re-inventing the testing parameters. “Rather than pigeonhole skis before we step on them, we’ll ski them first and then determine what they’re good for,” says Bogoch.

EVENTSEvents, especially those televised, are probably responsible for reaching more consumers than any other medium. The grand daddy of them all is the Olympics. According to a poll by Gallup and the Leisure Trends Group, more than 60 percent of Americans, or 190 million people, watched the 2006 Winter Games. While this fi gure includes 90 per-cent of current snowsports participants, only 8 percent of the total audience skis or rides.


Phot

os C

redi

t: S

ubar

u Fr

eesk

iing

Tour

/MSI


What this means: Snowsports’ message is reaching nearly 175 million additional potential consumers, representing an opportunity to target not only par-ticipants, but never-evers. The study also found that more that 8.3 million viewers who are not current par-ticipants indicated that they were “very interested” in trying a snowsport after watching the Games, while 22.5 million said they were “ in te res ted .” Even i f the industry converted only 10 percent of those “very inter-ested,” participation numbers would increase by 5 percent. And analysts say that if those 10 percent simply bought a parka, it would pump $100 million into the industry.

Second on the list of events with far-reaching appeal is the X Games. A record number of fans consumed content from last year’s Games on a variety of platforms. On the TV side, it was ESPN’s highest-rated and most-viewed Winter X Games in history. Eight telecasts averaged 942,000 homes, up 9 percent from 2008, with three telecasts deliver-ing over a 1.0 rating. Sunday night’s 1.3 rating and 1,242,210 homes makes it the most-viewed telecast ever. ABC’s Saturday telecast averaged a 1.2 rating and 1,376,481 households.

All this, say executives, is good for the sport. “We don’t track it all the way to the consumer, but all that cover-age has to have a positive effect on the industry,” says X Games Director of Sports and Competition Tim Reed. “It’s a great platform to support the industry.”

FILMWhile it’s a hard way to make a living, fi lm companies are also an increasingly important component in spreading the snowsports message. Warren Miller Entertainment is the biggest engine in the industry, debuting its 60th fi lm, Dynasty, this year to sold-out audiences throughout the country and pushing the sport’s message through broad-cast and broadband channels, while other producers – like Josh Berman from Level 1 (Refresh); Jon Klaczkiewicz (Swift, Silent, Deep); and Matchstick Productions – continue to draw sizeable viewership as well.

Perhaps the biggest of the small is Jackson, Wyo.’s Teton Gravity Research, which has produced 18 feature-length fi lms, as well as television series for Showtime, NBC, Fox Sports and Fuel TV. As well as becoming a leading online destination, drawing more than 300,000 unique visitors and 5 million page views a month, it’s also branching into digital distribution. It launched podcasts on iTunes three years ago, letting subscribers download weekly high-reso-lution video webisodes, and quickly saw its subscriber list grow to over 70,000.

“As a youthfully driven multi-media company, we’re very aware that we have to embrace new forms of media,” says TGR co-founder Todd Jones. “We’re constantly on the lookout for creative new ways to distribute our message. Digital formats offer instant, easy and inexpensive options for everyone.”

TELEVISIONThe buzz in snowsports television is the debut of Steve Bellamy’s The Ski Channel, now in 40 million homes. With the launch, Bellamy is employing the same formula he used when founding The Tennis Channel, and is expecting it to have the same impact.

Before The Tennis Channel’s launch, part ic ipat ion had plunged from 40 million to 11.5 million. “Once we came out, tennis saw four years of positive growth and increased dol lar volume at a l l pr ice points,” he says. “It activated enthusiasts, and they acti-vated others. This will do the same for skiing. It will create

a lot of excitement and sales for our sport.”

While he admits that the industry is fragmented when it comes to everything from resorts to events, tours and media representation, he says this should go a long way toward unifying it. “Everyone has their own agenda, which puts us at a disadvantage,” he says.

When it comes to fi lms in the snowsports industry, while he’ll be able to give some of them broader reach, he also feels the model is changing. “Our industry has way more fi lm property than other sports which get more notoriety,” he says. “But a successful fi lm has to have a story. Ski porn isn’t a sustainable model. Still, some people like Rage, Level 1 and Transitions, are doing a great job at telling the story. If done correctly, a movie can be a timeless asset.”

COVER STORY


THE SIX-STOP SUBARU FREESKIING

WORLD TOUR IS THE SNOWSPORTS’

INDUSTRY’S LONGEST-RUNNING

COMPETITIVE BIG MOUNTAIN

FREESKIING TOUR, WITH OVER

$100,000 IN PRIZE MONEY. TO FIND

OUT HOW IT WORKS WE WENT TO

MOUNTAIN SPORTS INTERNATIONAL

SPOKESPERSON KEITH CARLSEN.

Snowpress Show Daily: What’s the tour’s total reach?

MSI: The Subaru Freeskiing World Tour

reaches over 90,000 consumers per season

on-location through interactive demos,

spectator impressions and event-specific

interaction. Our website (www.freeskiing-

worldtour.com) has a year-round audience,

with over 600,000 media views annually, as

well as 40,000 live show viewers.

SP: How about television and print?

MSI: Television programming of our events

is distributed to 25 million households via

The Ski Channel and RSN. The Ski Channel

features 25 hours of programming and RSN

features 10 hours of programming. The tour

also receives extensive endemic and non-

endemic print and online media coverage.

SP: What impact do you think all this has on consumers in the industry?

MSI: We feel the tour has a tremendous

impact on consumers. Product develop-

ment, clothing and equipment design, and

skiing lifestyle have excelled due to the

influence of big mountain skiing. Consum-

ers benefit tremendously from the products

that end up on the shelves, and the tour is

a necessary part of this process.

INSIDE THE SUBARU FREESKIING WORLD TOUR

Taking it to the slopes. The wintersports

product cycle celebrates its end result.

Phot

o C

redi

t: S

ubar

u Fr

eesk

iing

Tour

/MSI


Untitled-5 1 1/15/10 6:09:36 PM

Introducing the unique new Midlayer Supreme collection featuring weather resistent yarn and skinsoft merino for performance and comfort.

DALE OF NORWAY SIA BOOTH 769WWW.DALE.NO

Drop

your card off

at Dale of Norway SIA

Booth 769 for a daily drawing

of a Dale of Norway

Knitshell or

Sweater

Untitled-2 1 1/13/10 5:09:11 PM

Untitled-7.indd 1 1/21/10 5:32:27 PM

OUTPOST SUNSPORT, FORT COLLINS, CO

Selected by suppliers and reps in the snowsports industry, SIA’s annual SnowSports Retailer of the Year awards honor eight retail shops in seven regions across the U.S. (Mid-Atlantic, Mountain, New England, North Central, Pacific, South Central and Southeast). The winning shops are chosen for their contribution to the growth of skiing, promotional and marketing techniques, and overall success in snowsports. Our Retail Spotlight takes a closer look at what makes some of the 2008/09 ‘Retailer of the Year’ winning shops tick.

The Outpost Sunsport in Fort Collins, Colo., went through several carnations before fi nding its current niche as an award-winning retailer in the ski and snowboard industry. It started as a backpacking and mountaineering store in 1972, chased the paddling and windsurfi ng markets while they boomed, and has since found its calling in snowsports.

Throughout all this re-invention, one constant has emerged: customer service. “We put a huge emphasis on it,” says owner Randy Morgan, whose 12,000-square-foot Front Range outlet employs 15 people, all avid skiers and riders. “We’ve invested a lot in our infrastructure, but we place the highest importance on taking care of our customers.”

On the infrastructure front, it offers an extensive repair facility with a top-of-the-line Wintersteiger tuner, and has made custom boot-fitting a cornerstone of its operations. It also recognizes the importance of events, recently hosting the new Warren Miller movie for the 29th year running, a gala that drew more than 4,500 people, all of whom received coupons to redeem at the store. It involves its customers other ways as well, this year hosting its 19th annual VIP Consumer Demo at Copper Mountain. “This year we’re taking up to 85 of our best customers up to Copper to test skis, while providing the bus ride, lunch and an apres party,” says Morgan.

Admitting that he’s being more careful of inventory levels this year, he adds that product is moving, espe-cially the new crop of larger, rockered skis. “We’ve had several customers come in and buy more than one pair already,” he says. “They want the best of everything.”

He’s also found a way to service them in the summer, when he swaps out his inventory for patio furniture, which brings in about 30 percent of the store’s annual sales. “We’ve found that to work pretty well in the summer, and we often sell to the same customers,” he says. “But skiing is where our heart is.” — EUGENE BUCHANAN

Hot Snowboard NewsRiders for HireThe pro snowboarder’s free agent market was hot

this year, with several big name riders inking to

new teams. Andreas Wiig signed with Forum, join-

ing a star-studded cast that includes Peter Line,

Eddie Wall and Pat Moore.

“There is no better fit,” said Director of Team

Marketing Bryan Knox. “Forum is a cutting-edge

freestyle brand and that is exactly who Andreas

is, always taking it to a new level.”

Jonaven Moore joined the Jones Boards squad,

teaming up with fellow rider and company

founder/owner Jeremy Jones. This winter Moore

is focusing almost all of his time on snow for the

fi lming of Teton Gravity Research fi lm “Deeper,”

a fi lm about backcountry snowboarding.

“Jonaven is not only one of my favorite people

to go into the mountains with, but also a rider

that pushes my riding. He’s an obvious match for

Jones,” said Jeremy Jones.

And Ride Snowboards signed 17-year-old Québe-

cois phenom Sebastien Toutant, making him the

newest member of Ride’s

international snowboard

team. Toutant’s home base

is in Montreal.

“It wasn’t only Seb’s big air

and slopestyle skills that

impressed us, but his profes-

sional approach to his career

that is only equaled by the

fun he is having,” said Matt

Sickels, Ride’s team man-

ager. — MIKE HORN

Lib-Tech farming more softgoodsThe bros that brought the world banana technology have gone soft… in a good way.

New for 2011, Lib-Tech is offering five pieces of fully functional and completely

“ecoMotional” luggage. From the “Antiguan Cat Smuggler” wheeled duffel, to the

Chipala riding pack, to the Banana Boat wheeled snowboard travel bag, all feature

non-PVC backed, dioxin-free fabrics.

According to Lib, even though they haven’t seen the sun up there by the Canadian

border for over 3 months, the Lib goggle features 100% UV protection and ‘technor-

mous broknowledgy’ built right in.

Eco-designed outerwear is a Lib-Tech specialty as well, and they’ve expanded their offerings

to include the 5k Born Again Series, 10k Re-Cycler Series and 20K Re-Vitalizer Series. Every

piece is made from recycled soda bottles (PET), and features original artwork. — MK

Retailer of the Year Spotlight

RETAIL / TOP NEWS


20_RetailsTopNews_D4.indd 20 1/21/10 5:39:55 PM

With over $130 million in on-mountain improvements in the last six years, there has never been a better time to escape to Aspen/Snowmass:

• Two 22’ superpipes• 11 new lifts• Two new gondolas• Five terrain parks

ASPEN MOUNTAIN ASPEN HIGHLANDS BUTTERMILK SNOWMASS

• 100% hands-free gates • NEW Snowmass Base Village• The industry-leading Treehouse Kids’ Adventure Center• Three new restaurants

970-923-1227 www.aspensnowmass.com

*Lift ticket offers and rental discount valid February 1-3, 2010. SIA trade show badge, vouchers and photo ID are required for lift ticket offers. For free lift tickets, badge must say BUYER to qualify. For 2-for-1 lift tickets, both participants must be present at the time of purchase. Present SIA badge at Four-Mountain Sports for rental discount, visit www.aspensnowmass.com/rent for store locations.

2010 SIA Buyers get three free lift tickets

Show attendees get three 2-for-1 lift ticket vouchers

50% off ski & snowboard rentals at Four-Mountain Sports*

SKI/RIDE FOR FREE AT ASPEN/SNOWMASS!

Untitled-6 1 1/20/10 5:13:45 PM

09-SIA-034 2011_now SPD.indd 1 1/7/10 3:43:14 PM

THE DATAIndustry Database•Industry Statistics & Reports•Consumer Research•Snow Sports Facts & Figures•

THE RESOURCESIndustry Newsletter•Industry Planner | Calendar•Email Blast Services•Consumer Events•Government Affairs•

Workshops & Seminars•Award Programs•Media Events•Business Service Discounts •Press Releases•

22_SIAPage_D4.indd 22 1/21/10 5:40:24 PM

09-SIA-034 2011_now SPD.indd 1 1/7/10 3:43:14 PM22_SIAPage_D4.indd 23 1/21/10 5:40:31 PM

DAY 4: SIA RESEARCH DIRECTOR KELLY DAVISSIA Research Director Kelly Davis knows the real numbers involved with snowsports the way the rest of us know waist widths, sidecuts and snowfall totals. Her strong background in quantitative research and mathematical patterns and probability, combined with a lifelong passion for skiing – and recently riding – provide her with a deeply holistic understanding of the business realities of, and opportunities in, the snowsports industry. Whether it’s market research, internet trends, or just the state of the economy, we asked Kelly just what kind of story the numbers are telling right now.


SnowPress: For our industry right now, as it reacts to a rapidly changing economy, why is SIA’s research even more relevant?

Kelly Davis: In a volatile and very competitive market-place it’s important to understand your position in the market, trends in the market, and your target audience. We can tell you how products are performing in the market throughout the season and see trends develop-ing both with various products and product categories as well as with consumers.

Examples include Fat Skis, Reverse camber boards, and the way consumers get information about what they want to buy. SIA Research can provide the information and the expertise that allows our members to do that.

SP: What do you think has been the most compelling change in the snowsports market (and what further changes might that create)?

KD: The Internet has had an enormous impact on the snow sports market. About 80% of snow sports con-sumers say that they use it as their PRIMARY information source. The Internet sales channel which is populated by sales online at both clicks only and click and mortar retail establishments is growing at a rate of more than 15% a year. Media is now providing content online as circulation of hard copy dwindles. Some producers are looking at direct online sales of their products. The Internet has changed just about everything and it’s not finished with us. Social networking sites have put brand image in the hands of consumers and bring communi-ties together based on common interests. Handheld smartphones mean consumers can easily shop for the

lowest price anytime and anywhere and they can make bold public statements about brands, products, places, and people that are heard by entire communities. It really is a revolution.

SP: Where do you think manufacturers, retailers and reps should look for opportunities and bright spots?

KD: There is a lot of talk about Baby Boomers leav-ing the market and it’s true, they are – at a rate of about 150,000 each year. However, Gen Y and Gen Z (I guess we don’t have a cute name for them yet) are just enormous and they’re looking for healthy activi-ties. Additionally, about five million Americans identify themselves as skiers or riders but didn’t make it to the slopes last season – mostly they say, because they didn’t have the time. More than 19 million Americans identify themselves as snow sports participants, that’s about 1 in every 15 people in this country.

Other opportunities: America has become dress casual and that means they are wearing snow sports apparel on an everyday basis, not just to head to the slopes. Seriously, go into any Starbucks in this country and take a look at what people are wearing, you’ll see a few snow sports brands, I guarantee it.

Innovations in snow sports equipment are making it much easier, safer, and more comfortable to participate. It’s much easier to retain customers who had a fun day on the slopes regardless of their level of ability and equipment has made it easier to have a good time on the slopes from day one. Programs like Winter Trails and Winter Feels Good do a good job of introducing new participants to the wonders of snow sports too.

Most snow sports participants don’t replace their equip-ment often enough. The average time in use for skis and boards is 10 years –way too long. As an industry we can get the word out about how much of a differ-ence fresh equipment can make and how innovations in equipment can vastly improve your experience on the slopes.

SP: And, in this economy, what really drives sales and participation in snowsports?

KD: That’s an easy one – snow. Mathematically, good snow (average or above average annual snowfall) explains about ¾ of the variances we have seen in sales and participation over the past 30 years. Poor economic conditions had little impact on the snow sports market until last year when the average snow sports partici-pant lost 35% of their overall wealth. Now that the market has stabilized, we can expect snow to be the super-dominant variable in sales and in participation. — PETER KRAY

4 for the FutureTHE SNOWPRESS SNOW SHOW DAILY 2010 Q&A’S/DENVER

Q&A

24_QA_D4.indd 24 1/21/10 5:41:00 PM

INNOVATION AWARDS


SEXY: It SellsYou can’t separate sex appeal and snow sports. The industry has evolved around the worship of the body, the joy of youth and cash to burn. In that vein, the sexiest products on the show fl oor combine fashion and performance, drawing us in with eye candy allure and then wowing us with functionality. Stare at them. Covet them. Use them. And here they are, the SnowPress Show Daily innovation awards for the sexiest products on the show fl oor.

ISAORA INSULATED TECH JACKETWhile the name may not be particularly sexy, every-thing else about this stylish piece that combines street-smart fashion with hi-tech fabric is. For example, the women’s Insulated Tech Jacket melds a Japanese cotton outer with Primaloft one insulation. Now that sounds techy wonky, but the feel of the piece is pure swank. That’s the way of the whole collection at Isaora, where an aesthetic of grown-up snowboarding fashion made for some of the sexiest apparel on the show floor. —DOUG SCHNITZSPAHN

HELLY HANSEN EMBLA BOOTSNamed for the Nordic goddess Embla, Helly Hansen’s new women’s après-ski boot boasts a clean Scandinavian design. Crafted with premium full grain and waterproof leather plus HH’s trademarked Helly Wear outsole rubber, the boot’s sexy, pretty look keeps women warm and dry… We’d expect nothing less from a goddess! — LORI KNOWLES

SKI LOGIKDave Mazzarella honed his ski-making acumen with more than a decade of designing. His work elevated companies like ScottyBob. Now, he’s on his own and his closet-sized Ski Logik booth is likely one of the busiest per square-inch at the Snow

Show. It is unquestionably the prettiest. With stunning topsheets designed by an Italian artist, Mazz handcrafts each ski at a Chinese factory he built from scratch. He even moved his family to China and designed one-of-a-kind machines to craft his wall-worthy skis. With powder shredding rocker and all-mountain designs, Mazz’s fi rst-ever line of seven skis is building an aria-like buzz. — JASON BLEVINS

CHURCH AND STATE OPTICSKate Wingard’s sleek line of goggles wed high-bred Italian optics with sex and shimmer. Swarovski crystals adorn the goggles’ waterproof straps, some of which are crafted w i th s i l k y smooth s a t i n . Models include The Tuxedo, The Skull and Bones (shown), The Hippy Chick, and The English Garden. — LK

THULE BOXTER CARGO CARRIERThe sleek two-tone Box-ter’s wind-splitting aero-dynamic design is com-plimented by a high-gloss automotive finish. While the piercing lines are sexy, it’s the fact that the Boxter is made to complement the world’s most exotic cars that makes it so com-pelling: the box is at home

on everything from Ferraris to, yes, Porsche Boxters. But you’re most likely to see it on the next generation of high-performance sport wagons from marques like Audi and BMW, where the 18 cubic feet of storage swallows up gear that doesn’t fi t in those cars’ cargo space. — TOM WINTER

PAM GETS KREATIVEGrrrrrrrr l ike a t iger. Nidecker’s new Pamela Anderson-themed snowboard is the softest one of four boards in its new freestyle-oriented ND Kreative line. Combining “Pamrock” camber with a new shape and poplar/beech wood core for durability and Viagra-like pop, the Swiss-made board comes in sizes from 147 – 162 cms. The Baywatch star, whose two children snowboard and has tried it herself, gave a signed board last night to John Jackson, winner of Transworld Snowboarding’s Rider Poll Awards at the Fillmore Auditorium. “It’s not just a gim-mick,” says Nidecker Director of Sales Chad Perrin, adding that a portion of sales benefits PETA. “It’s actually a great all-around board.” — EUGENE BUCHANAN

From the Editors of SnowPress▼

▼

▼

▼

▼

▼

25_Question_D4.indd 25 10-01-30 5:49 PM

show offs

26 SnowpreSS DAY 4 skipressworld.com/snowpress officiAl inDuStrY Supporter

Baby’s Got Boots!When it comes to footwear, nothing beats hitting the show with the right foot first. As the saying goes, “these boots were made for walking.”

Untitled-3 1 1/14/10 2:07:12 PM

Untitled-1 1 1/14/10 7:00:53 PM27.indd 1 1/25/10 12:21:20 PM

TOP NEWS


SHOW CALENDARSUNDAY, JAN. 31, 20106:45AM - 9:30AM • Room 208 • Christian Fellowship8:00AM - 8:30AM • Room 401 • SIA • Industry Rep Health Insurance Presentation • Introduction of the newly announced SIA health insurance program administered by ZeroChaos.9:00AM - noon • Booth 3478 • Kneissel North America is giving away a pair of its 2010/11 Rockstar skis (191 @ 145-108-130). Drop by with a business card. Drawing is at noon.9:00AM - 6:00PM • Booth 2568 • Chance to Win $100 Off Your Tail Wags Helmet Covers Order at the Tail Wags Helmet Covers Booth • Drop your business card in the ballot box for a chance to win $100 off your Tail Wags Helmet Covers order.9:00AM - 6:00PM • Booth 105 • Crash the Yard at 105 • A community space dedicated to merging the art, entertainment and image into one cultural zone that emanates the lifesstyle of the snow sports industry. Private meeting lounges are available and can be reserved onsite.9:00AM - 6:00PM • Coat & Bag Check • Vintage Coat Contest by Outlyne Activewear • Drop off your vintage jacket or a cool photo of you in your vintage jacket at the Coat & Bag Check sponsored by Outlyne Activewear any morning at the show and at the end of the day Outlyne Activewear Swiss & U.S. team will pick a winner for a new outfi t from Outlyne Activewear.9:00AM - 6:00PM • Booth 2971 • White Elephant Bra Tree Gift Exchange at the Condit Booth • Bring an item or a swag to trade in, or give us your bra/undie for a chance to win some dope prizes! It’s that easy...nobody walks away empty-handed.11:00AM - 2:00PM • Booth 1261 • Caricatures at the Dohm-Icebox, LLC Booth • Sit down with our catalog cartoonist and see yourself drawn participating in your favorite outdoor sport.11:00AM - 12:00PM • Booth 3042 • Skis, Lies and Videotape at the Snowcraft Booth • Remember your fi rst day on Skis? Snowcraft invites you to share your story on camera! Enter a Drawing, Win Prizes!12:00PM - 11:00PM • 500 Sixteenth St • Denver Pavilions and Warren Miller Films • Warren Miller Screenings • Warren Miller fi lms will play on our 20 ft screen.12:00PM - 1:00PM • MBS Mountainboards Big Air Zone • MBS Mountainboards Big Air Show • MBS Mountainboards pro riders bring the mountains to the city performing freestyle tricks and rail slides.12:00PM - 12:30PM • Room 401 • SIA • Industry Rep Health Insurance Presentation • Introduction of the newly announced SIA health insurance program administered by ZeroChaos.2:00PM - 4:00PM • Booth 519 • Tattoo Artist at Sugapoint Booth • Tattoo artist and demo.2:00PM - 3:00PM • MBS Mountainboards Big Air Zone • MBS Mountainboards Big Air Show • MBS Mountainboards pro riders bring the mountains to the city performing freestyle tricks and rail slides.2:00PM - 3:00PM • Booth 3042 • Skis, Lies and Videotape at the Snowcraft Booth • Remember your fi rst day on Skis? Snowcraft invites you to share your story on camera! Enter a Drawing, Win Prizes!3:00PM - 3:30PM • Booth 1323 • Go Pro Camera Giveaway at the Go Pro Booth • Stop by for a chance to win the Go Pro HD wearable sports camera.

Bettering Bone Marrow Transplants with Love Hope StrengthAvalanche equipment companies aren’t the only exhibitors at SIA out to save lives. Love Hope Strength, a nonprofi t rock-and-roll cancer foundation, is registering attendees to the national bone marrow database, allowing people to make a tangible difference in worldwide cancer care. Founded by Mike Peters of rock band The Alarm, the organization holds benefi t concerts in high places – last year it hosted the Gin Blossoms atop Africa’s Mt. Kilimanjaro – and is now spreading its philanthropic efforts at the SIA show. Exhibit sponsors include Smith, Marmot, Leki and Point 6, and it’s giving away LHS clothing and gear made by leading brands for donations, as well as raffl ing off a special issue Love Hope Strength branded Epiphone Guitar.

Attendees can swing by booth #216 and in minutes give a cheek swab, complete a registration form and be entered to the national registry all for free, a service that normally costs donors $75. Vendors

are also encouraged to donate any leftover gear or apparel at the end of the show, with the organization bringing it to future concerts for donations to support its drives. “It’s a great program, and one that we’re excited to get out in front of show attendees,” says LHS Director Shannon Foley. “And next year we’ll be able to pair matchings with attendees we signed up here to see how snow sports really can make a difference.”

Tubbs Romp to Stomp Raises $1 Million for Breast CancerAs well as making great snowshoes for trudging in the backcountry, Tubbs is also making strides in helping to cure breast cancer. Yesterday, it announced that its Romp to Stomp Out Breast Cancer Snowshoe Series has raised more than $1 million since its inception in 2003. “We won’t have the fi nal tally until the last event is done in March, but we’ve already hit an important milestone,” says series director, Wendy Miller. The series donates 100% of participant fundraising and event proceeds to the benefi ciaries, with each event benefi ting local organizations. So far the series has taken more than 16,000 people snowshoeing at six locations in the U.S. “It’s overwhelming to see what a powerful impact one group of snowshoers can make,” says Miller. — EB

FIGHTING THE GOOD FIGHT

RENTALS THAT ROCK-ERRetailers and manufacturers learned about innovations in the rental world at the Rentals That Rock-er seminar hosted by Ski Area Management in booth #2974. On the panel discussing recent improvements, from easy-to-ski reverse camber to easy-to-fi t boot options, were Salo-mon Alpine Product Manger Mike Aicher, Burton Global Resort Director Jeff Boliba and Rossignol Alpine Division Manager Kurt Hoefl er and Snowboard Sales Manager Eric Hutchison.

We’re in the business of farming new skiers and riders,” Hutchison told the crowd. “So the experience has to be good from the beginning.”

Rossignol’s AmpTech Auto Turn technology helps accom-plish this, as does Salomon’s new Focus rental system, a boot/ski package. Hoefl er also touted the company’s new Flash IRS boot system, which reduces the number of employees retailers need on staff thanks to a model that offers 12 boot sizes with only four shell lengths. “We came up for the seminar’s idea when putting together our rental buyer’s guide,” says SAM’s Rick Kahl.

“There have been so many innovations in the category recently that we thought it would be worth discussing in a forum setting.” — EUGENE BUCHANAN

As the crowd of weary buyers gathered around the K2 Snowboards booth Saturday afternoon, good news arrived. There were now two spots on K2’s private jet leaving Denver in half an hour, bound for Aspen and the sweetest suite-perched spot at the X Games.

Stacy, Russ and Carolyn missed their chance as K2 Snow-board’s marketing chief Steve Metcalf drew names of those not present. Then came Justin Affayroux, whose family-owned Les Moise has been the leading sports goods supplier for Milwaukee since 1946. How could the news get any better? Two tickets later, Metcalf handed the names to Justin, shaking his head incredulously.

“No way,” screamed Justin. “My wife!”

Danielle in the corner exploded with a holler.

Until last night, Justin and Danielle had never fl own on a private jet. They’d never been to the X Games. Never visited Aspen. And last night, they had ringside seats in a private, catered suite at the base of Buttermilk’s Superpipe for snowboarding’s most riveting battle.— JASON BLEVINS

K2’S SUITE ASPEN CONTEST

LAFUMA BUY PUTS MUSCLE BEHIND EIDER & KILLY

When the Lafuma Group purchased Eider and Killy last year, it put some much-needed infrastructure behind two of snow sport’s most well-known apparel lines.

Based just up the road in Lafayette, Colo-rado, and with Millet, Oxbow and Le Chameau already in the stable, Lafuma immediately strengthened Eider and Killy’s customer service, warehousing and sales and marketing. It also provides a bigger platform for a larger rep force, and the

channels to open more retail stores.

“The big change for the retailer will be the benefi t from the operations we have in place for the other brands in the group,” says Lafuma Group America General Manager Guillaume Linossier. “We have a very strong organization in place, and it has improved a lot of the services for Eider and Killy, particularly in regards to things like earlier delivers and better customer service.”

Linossier says the two brands were a strong fi t for Lafuma as they complement rather than compete with the group’s other brands. Killy and Eider are the only two brands in the group that Lafuma is showing at SIA, with Killy continuing to target its high-end ski heritage, and Eider looking to fi t more of the core ski mountaineering and outdoor lifestyle.

“The opportunities for us are service, and being close to our customers,” says Linossier. “I think some of our competitors might be overdistributed, and we can see fi lling a unique niche for retailers.” — PETER KRAY

SAM’S LIZ EREN

28_ShowCalandar_D4.indd 28 10-01-30 5:50 PM

AQUA SEAM TECHNOLOGYTraditional sewn seams weaken the water resistant qualities of soft shell, hard shell, leather and fleeces. The small punctureholes in critical areas like palms and thumbs allow wind and

water to penetrate. Aqua seam ensures that precipitation stays completely out, keeping the hand dry and warm in the process.

Aqua Seam Technology uses liquid coating to fill every holecreated by a sewing machine. With a combination of Aqua Seam

and W/B fabric, your hand stays warmer and dryerwithout any type of insert needed.

AQUA SEAM TECHNOLOGY

Booth number 3633 SIA

M3 Nordic ABBox 1053,

271 00 Ystad, SwedenTel: +46-(0)411-606 15

[email protected]

M3 Nordic Inc.P.O. Box 1462,

Deerfield Beach FL 33443, USAPh. 561-414-9204

[email protected]

AQUA SEAM TECHNOLOGYTraditional sewn seams weaken the water resistant qualities of soft shell, hard shell, leather and fleeces. The small punctureholes in critical areas like palms and thumbs allow wind and

water to penetrate. Aqua seam ensures that precipitation stays completely out, keeping the hand dry and warm in the process.

Aqua Seam Technology uses liquid coating to fill every holecreated by a sewing machine. With a combination of Aqua Seam

and W/B fabric, your hand stays warmer and dryerwithout any type of insert needed.

Booth number 3633 SIA

M3 Nordic ABBox 1053,

271 00 Ystad, SwedenTel: +46-(0)411-606 15

[email protected]

M3 Nordic Inc.P.O. Box 1462,

Deerfield Beach FL 33443, USAPh. 561-414-9204

[email protected]

Untitled-1 1 1/14/10 6:49:27 PM

1800-770-8750 - [email protected] - SIA Denver Show - Booth # 4174

Untitled-2 1 1/14/10 1:54:34 PM

THE BASE LAYERAT THE X GAMES POLARMAX.COM

B A S E L A Y E R E V O L V E D

BOOTH

#4223

Untitled-5 1 1/15/10 5:57:47 PM

29.indd 1 1/25/10 12:22:31 PM

WHO YOU GONNA SEE? HERE’S THE EXHIBITORS LIST


As of 01/22/10, subject to change.

686 .....................................................................3213180s LLC........................................................... 15483point5.com .................................................. 35405 Hour Energy ..................................................6165150 Snowboards .........................................3915540 Snowboards ...........................................1502AASI - American Association of Snowboard Instructors ..........................220ABS Avalanche Rescue Devices.................1121ACADEMY Snowboard Co. ..........................3315Advanced Racking Systems .....................3735Adventive IDEAS/ActiVHeat ......................2122Adventure Eye Video Systems (AEVS) LLC ......................................................3533AFRC-Outdoor Gear, Inc. ............................2655Airblaster ........................................................ 4012Alpina Sports Corp. .....................................2779Alp-n-Rock LLC ...............................................1361American Express ...................................... 4556Ammatac ........................................................3347Anakie Outerwear ........................................2419Analog Clothing ........................................... 2910Anon Optics ....................................................3013Apex Sports Group ......................................4355APO-USA ............................................................1120Arbor ..................................................................2116Arc’teryx Equipment Inc ............................1337Arctix ................................................................2468Armada ............................................................4329Aspen/Snowmass Retail Work Area and Lounge ................................268Aspire Brands LLC ...................................... 4034Athalon Sportgear, Inc. ...............................4165Atlas Snow-Shoe Co. .....................................4131Atmosphere NW LLC ..................................... 707Atomic Snowboarding ..............................4055Atomic USA, Inc .............................................4155Auclair Sports, Inc ........................................2167Backcountry Access, Inc. ..........................3379Bailo USA ........................................................ 1060Bakoda Design Logic Accessories ..........2107Banshee Bungee ...........................................1807Base Camp .....................................................4032Bataleon Snowboards ...................................724Bausch and Lomb .........................................3142BEARPAW ........................................................... 773Bergans of Norway .......................................564Bern Unlimited LLC .......................................2119Best Lockers .....................................................215Betty Rides ......................................................2314Billabong USA.................................................3619BitchBoards ................................................... 1306Black Diamond Equipment Ltd. ..............2928Black Diamond Sportswear Inc .................742Blizzard............................................................3778Boeri USA Inc ................................................4337Bogs Footwear ................................................934Bolle’ ................................................................... 523Bond Clothing Inc ......................................... 1015Bonfi re Snowboarding Company ............2102Bonnier Mountain Group ...........................3551Booster Strap ................................................3667Boulder Gear .................................................2655brandbase, Inc ..............................................4307Brandwise ........................................................4132Briareos Inc ...................................................3377Bridgedale ......................................................3365Briko North America ..................................3676Briko-Maplus ..................................................3561Buff, Inc. .............................................................419BULA ..................................................................1028Burgess Custom ........................................... 1550Burton Snowboards ....................................2503Burton Snowboards .....................................2512Buzrun Snowboards ......................................515C.H. Robinson Worldwide .......................... 1658C3 Worldwide .................................................2919Caframo Limited ......................................... 3640Cairn .................................................................3532CAM Commerce Solutions ........................3733Canada Goose ...............................................2563Canadian Consulate General .....................369CandyGrind ......................................................610CAPiTA Snowboarding ................................3219Celerant Technology Corporation ..........3167Celsius Snowboard Footwear Company ....................................... 722Celtek ..................................................................518CenterStone Technologies, Inc. ..............2969Cersal Action Sports Inc. ...........................1907Chaos ................................................................1246

Charlton ..........................................................4522Cilla ...................................................................3423COAL Headwear .............................................2919Cocona Inc ..................................................... 1058ColdDist LLC .....................................................1216COLDPRUF Base Layer ...............................3546Colorado Ski Country USA ......................... 1747Colorado Ski Country USA Central Lounge & Food Court ...................2132Condit Exhibits ..............................................2971Conform’able .................................................4572Copper Mountain Retail Work Area .......3773CoreUPT Skis ...................................................506CoVelo Clothing Inc .....................................1067Crash Pads ......................................................2421crazeeHeads inc ............................................948Crescent Moon Snowshoes ......................4033Crested Butte Lounge and Restaurant Seating ........................... 4655Crossfi re Safety Eyewear .........................3463CTR (Chaos Thermal Regulation) ............1246Czarnowski Display Services ...................4245DAKINE .............................................................2720Dalbello-Elan Sports LLC ...........................4177Dale of Norway, Inc ....................................... 769DaleBoot ......................................................... 3749DC Shoes, Inc .................................................3202Demon International ..................................2309Denali ................................................................1770Dermatone ...................................................... 3174Descente North America, Inc ....................345Dincus Apparel ...............................................422Disciple Gloves and Accessories by Saranac .....................................................3528Discrete Headwear ......................................2967DNA (Descente North America) ................345Dohm-Icebox LLC ...........................................1261DownUnders Footbeds ..............................4037DPS SKIS ..........................................................3269Dragon Alliance ..............................................1819Drake .................................................................2107Drop ....................................................................2411DRYGUY LLC ...................................................3752Dynafi t ............................................................. 3374Dynastar Skis ................................................3770Eagle Products, Inc. .................................... 1460EasyLoungin ....................................................1021Echo Design ....................................................1559Eider ..................................................................1343Eisbar USA .........................................................661EK Ekcessories, Inc......................................3363Elan Blanc ........................................................1947Electric ............................................................. 1016Ellison Skis .....................................................3563elope, Inc. ........................................................1359EMSCO Group.................................................2463Epic Pass .........................................................3356Eps-Doublet ................................................... 4441Erik Sports-WhiteWoods............................3576Erin Snow.........................................................1073ESTES Forwarding Worldwide ...................4138Eurosocks International............................2364EVEREST AMERICA .......................................2864Expand A Sign USA ......................................3833Eyewars Inc .....................................................3615Fashion Lounge ..............................................1164Fast Strap .......................................................3748Fat-ypus Skis .................................................4240FedEx Ship Center ........................................4516Fera International Corp. .............................. 755FEYEM s.p.a. ..................................................... 766Fischer Skis US ............................................ 4568Five Seasons ..................................................1736Flaik .....................................................................219Flow Snowboarding .....................................2921Flux Binding ...................................................3622Flying Tex ......................................................... 1237FlyLow Gear ....................................................3169FogShield Sport .............................................3142Fortitude Skis ................................................3570Forum .................................................................1319Foursquare .......................................................1319Fox River Mills, Inc. ........................................ 573Freewind Sports Co Ltd .............................2962Fresh Powder Media LLC ...........................3034Fuel ...................................................................2907Full Tilt .............................................................3655Gabel Sports Group (North America) Inc ....................................3566Garmont NA, Inc ...........................................3365GES Exposition Services ............................3164

Gibbon Slacklines ...........................................421Giro Sport Design ........................................3228Global Snow Hats.........................................4524GoGo Sports Inc ........................................... 1466GOODE Ski Technologies .......................... 3660GoPro ................................................................1323Gordini USA, Inc ............................................ 3742G-Performance ..............................................1775Grabber Inc. ...................................................3243Grandoe...........................................................3234Granger’s ....................................................... 3568Grenade Inc ...................................................3907Halti USA ..........................................................1258Hart Ski Corporation ................................. 4039HEAD Snowboards ........................................3155Head Wintersports .......................................3155Healthy Bacs ....................................................574Heat Factory, Inc ......................................... 2844Heelside ............................................................906Hell is for Heroes ......................................... 1564Helly Hansen (US) Inc..................................1755HESTRA GLOVES, LLC ..................................2260High Point Ventures....................................2867High Sierra Sport Co. ..................................3537High Society Freeride Company LLC ....3624Highland Trading Company/Sportube .........................................................3357Holden ..............................................................3419Horizon Agency, Inc - Outdoor Sports Insurance .......................4555Hot Chillys ......................................................3246Hotfi ngers Gloves ......................................... 1777Hotronic USA, Inc .........................................3355H-PAK ...............................................................3378Hyperbola ........................................................1975I FOUND ............................................................ 2015I.C.E. Inc .............................................................668Ice Couture ....................................................2765Icelandic Design ............................................1032Icelantic Skis ..................................................3371Impact Canopies USA ................................ 4035Implus Footcare LLC .................................. 3568Indo Board Balance Trainer ......................2719InForm Sports LLC ...................................... 4434INNOVATIONS, NOW Grand Concourse Isaora ..............................1112Itasca Footwear by C.O. Lynch Enterprises ......................................... 734K2 Skis .............................................................3728K2 Snowboarding .........................................4122Kamik div of Genfoot America..................569Karbon ................................................................ 175Kastle GmbH ..................................................3775KHL POLYURETHANE USA INC ....................363Khombu ............................................................1369Killtec NA Inc. ................................................. 1749Killy ....................................................................1343Kiss My Face Corporation ......................... 3747Kjus USA ............................................................ 576Klymit .................................................................642KneeBinding, Inc. .........................................3565Kneissl North America LLC ......................3478Knitwits by Delux ..........................................1240Koala Snow Sports, LLC ............................ 4042Kombi Ltd. ......................................................2849Komperdell.....................................................3267Kuhl Clothing ..................................................2164KUUsport Mfg. Ltd. ........................................4161Kwik Tek, Inc. ................................................ 4344L1 Outerwear .................................................. 1510Lamar .................................................................906Lange Ski Boots ...........................................3770L-Bow Mittens ................................................3645Learn A Snow Sport (Consumer Initiatives) ......Grand ConcourseLeisure Trends Group .................................2964LEKI USA, Inc...................................................3571Les Ettes Cosmetics.....................................3616Level North America .................................. 3724Liberty Skis ....................................................3855Life-Link ..........................................................3365Line Skis ..........................................................3656Liquid Boardwear .........................................4107Little Hotties................................................. 3568Loki ....................................................................1364Lorpen North America Inc .........................1961Love Hope Strength Foundation ...............216LTD Snowboards.............................................906Lucky Bums Inc .............................................2771M. Miller ............................................................. 762Madshus ............................................................4131

Magic Potion.................................................4043MANIC Snow .....................................................1815Manzella Productions, Inc ........................2934Mariner Business Solutions .....................2866Marker Ltd ........................................................255Marker Sport and Travel Bags .................4165Marker USA ................................................... 4566Marmot Mountain, LLC................................1243MasterFit Enterprises ................................4374MBS Mountainboards ....................................102McDavid ............................................................. 1761Mental ...............................................................1973Mervin Manufacturing ...............................3607Microfurr ........................................................ 3360Minus 33 Merino Wool Clothing .............. 1464Mitchie’s Matchings ...................................... 373Mitsubishi International Corporation .....224Molehill Mt. Equipment, Inc ......................2769Moment Skis ..................................................4333Montana Sport North America Inc ........ 3737Monument Snowboards ............................2407Moon Shadow ................................................1246Morrow Snowboards ..................................3920Mount Tec Gloves ........................................3633Mountain Hardwear, Inc ..............................436Mountain Menace ...........................................514Mountain Uniforms .......................................559NASTAR .............................................................3551NSSRA - National Ski & SnowboardRetailers Association ................................3477NSAA - National Ski Areas Association ................................................... 4442NSP - National Ski Patrol ............................ 223Nations Best Sports ....................................4577Nativ Boardriding Company ......................1314Native Eyewear ..............................................1238NEFF ...................................................................1507Neve Designs ..................................................1945Never Summer Industries ..........................1515New Wave Enviro Products ......................2869Nidecker US Inc ..............................................1414Nikita Clothing USA, Inc. ............................4221Nils Inc ..............................................................1736Ninthward Skis USA ................................... 4436Nitro Snowboards ........................................ 1510Nobis ................................................................2903NoBoard .............................................................612Nomis ...............................................................4307Nordica USA ....................................................4169Northwave North America, Inc. ...............2107Nutcase Inc .....................................................3134Oakley Inc ........................................................1328Olympia Sports Company, Inc .................3345Omatic Snowboards .....................................2311Omeez Apparel ............................................. 1468Oneballjay ..................................................... 2908O’Neill ................................................................1523Optic Nerve ....................................................3542Optimal Furs, Inc. ..........................................1358ORAGE ...............................................................1728Outdoor Technology ....................................1232Outlyne Sports AG ........................................1367Outlyne Coat Check .........................Lobby A/FParajumpers .................................................. 1564Parle’ Your Style ............................................1033Patagonia Inc. ................................................1822Pepper’s Performance Eyeware, Inc ......2316Pertex...............................................................4525PG Exhibits ..................................................... 1650Pinnacle Designs .........................................2766PISTIL ................................................................ 1745Planet Earth Clothing..................................4120POC USA LLC ...................................................1023point6 LLC ........................................................1551POLARMAX - OPEDIX ...................................4223POW Gloves ....................................................3207Powderhorn ......................................................745Precision Mountainwear/Helix Snowboardwear .................................. 424Press Room .................................... C MezzaninePSIA - Professional Ski Instructors of America ................................220Publik/Profi le Apparel .............................. 3007Pulse ................................................................. 3160Quiksilver Inc ................................................3702R.E.D. ..................................................................2913Ra Optics .........................................................3734Rab ....................................................................3368Racer USA .......................................................3545Railyard Rails ................................................ 1506Raw Revolution................................................512

Rawik ................................................................2655Real Earth Products LLC .......................... 3544Recco Systems Ltd .......................................2819Recon Instruments Inc .................................1110Redfeather Snowshoes .............................3579Regina Imports ..............................................1569Reichmann & Sohn GmbH .........................3342Rental World .................................................. 2974reusch SnowSports.....................................2846Ride Snowboards ..........................................3915RipperWrap ....................................................3223Ripzone / Powder Room.............................4316Roces USA, Inc ...............................................4174Rocky Mountain Sunscreen .................... 3434ROI—Recreation Outdoor Initiative .........4321Rome Snowboard Design Syndicate ............................................719Rossignol ........................................................3765Rottefella ..........................................................3171Roxa .................................................................. 3749Roxy ..................................................................3702Ruffolo Enterprises, Inc .............................3242S4 Optics .........................................................3424Sabre .................................................................3615Salomon Snowboards ................................ 1802Salomon USA ................................................ 4047Sans USA .......................................................... 1773SCARPA North America, Inc. ......................3171Schuessler/Jacob Ash Accessories.........750Schure Sports U.S.A., Inc .............................. 175Scott USA ........................................................2837Screamer .........................................................1355Seirus Innovation ........................................2543Serengeti Eyewear ........................................ 523Sessions .............................................................2111Shred Optics ...................................................1907Shredalert ......................................................2307SIA Information Booth .............Atrium LobbySIA Registration ................................Lobby A/FSick Stickz ..................................................... 3666Sisco Sports USA ............................................513Skadi Sports/Caamano ................................659Skboot .............................................................3663SKEA, LTD ........................................................2469Ski Kare ............................................................3361Ski Logik...........................................................4134SKI Magazine ..................................................3551Ski Press World Inc........................................342Ski Tops/Chaos/Moon Shadow/CTR ....................................................1246Skiing Magazine ............................................3551Skijunk.com .................................................. 4443SkiKaps ............................................................3358SkiMetrix, Ltd ................................................3667Skullcandy, Inc. .............................................. 1810SlopeViews ...................................................... 1010Slytech Protection .......................................1907SmartWool Corporation ............................2456Smith Optics ..................................................2628Smokin’ Snowboards....................................1012Snapdry ...........................................................3355Sno Skins Inc ....................................................1161Snow Angel ......................................................842Snow Dragons ...............................................2655Snow Sports Consumer Initiatives ...............................Grand ConcourseSnowcraft Industries ................................. 3042Snowell North America ............................4044Snowjam LLC ..................................................1502SOLE..................................................................4357Sound ...............................................................4307Spacecraft Inc ..............................................3407Spark R&D .........................................................1816Special Blend...................................................1319Spice Snowboards ........................................1502Sport Obermeyer Ltd. ................................ 2473Sportcaster Company, Inc ........................ 3160Sporthill, Inc .................................................. 2160Sports Accessories America Inc ............2760Sportube .........................................................3357Spy Optic, Inc. ...............................................3707Spyder Active Sports, Inc. ..........................1173Starr Surf Skis LLC ......................................3423Steamboat and Howelson Hill Restaurant Seating Area ...................... 261Stepchild Snowboards .............................. 3609Stöckli Ski USA............................................. 3858STOMP Design Unlimited Inc.....................2219Storm Skis ..................................................... 3360Strap Pad LLC ................................................3763Sugapoint ..........................................................519

Sun Company Inc. ......................................... 1762Sun Valley Ski Tools Inc .............................3342Sunbelt USA .................................................. 2540Suncloud Polarized Optics .......................2628Sunglass Management Design (SMDI Inc) .........................................3722Sunice ............................................................... 1767Superfeet Worldwide Inc. ........................ 2960Surface Skis ...................................................3557Swany ................................................................ 1777Swivler Inc. .....................................................4522Swix Sport USA, Inc ...................................... 3174Tabask ...............................................................1558Tail Wags Helmet Covers Inc. ..................2568Technine..........................................................4307Tecnica USA ...................................................3778Terramar Sports Inc. .................................. 1350The Best of the Southwest Restaurant Seating Area .......................... 4301The Colorado Gems Retail Work Area ...........................................4521The Faction Collective Ltd ....................... 4435The North Face ............................................... 328The Original Muck Boot Company ..........1659The Peapack Mitten Company ................2764The Program ....................................................1319The Ski Channel.............................................. 267The Slider Corporation ..............................3726The Soze Group ............................................4572The Yard .............................................................105Therm-IC .........................................................4572Thirty-Two Boots ......................................... 3208Thorlo Inc .........................................................1561Thule, Inc. .......................................................3933Topper Crown International Inc. ..............849Toyota Tsusho Corporation.......................1239Transaction Resources Inc (TRI) ............3362Transpack .......................................................2842TransWorld Media ...........................................105Trespass USA ....................................................737TREW ....................................................................1119Trikke Tech Inc. ..............................................4142Tubbs Snowshoes .........................................4129Turbine Boardwear .......................................1310Turtle Fur Group .............................................1155Tyrant Snowboards ......................................3107U4E .......................................................................315UFO Plast.......................................................... 1774Ugg Australia .................................................1252Under Armour Performance ..................... 728Union Binding ............................................... 3016Unity Snowboard Manufacturing LLC .....................................................................2916Universal Sports Network .....................LobbyUvex ................................................................... 3174Vail Resorts Inc .............................................3356Vans ...................................................................3612Venture Snowboards ................................... 1916Vew-Do Balance Boards ..............................1315VIST North America .................................... 1965Volcom ................................................................710Volk Performance Wear ............................4557Volkl ..................................................................4557VonZipper ........................................................3716VR2 Distribution Inc .....................................1733Warren Miller Entertainment ...................3551Web Lounge ........................................Lobby A/FWhite Sierra .....................................................555Wigwam Mills, Inc......................................... 2767Winter Feels Good (Consumer Initiatives) Grand ConcourseWinter Olympics & Snow Sports: Past to Present Grand ConcourseWinter Park Restaurant Seating .............1302Winter Park/Ruby Hill ....................................105Winter Trails (Consumer Initiatives) Grand ConcourseWintersteiger Inc.......2534With a Twist ...................................................... 748World United Industries Limited ..............1921Wrong Gear Inc ................................................510Yaktrax............................................................ 3568Yellowman/YMX .............................................. 824YRC (Roadway/Yellow) ................................4137ZAG Skis ..........................................................4359Zeal Optics .....................................................3224Zero/The Fairfi eld Line .............................. 1348Zimtstern North America .......................... 1019Zinka .................................................................2423Zipfy Inc. .........................................................3344ZipperBack Gloves .......................................3751Zuma Snowboards .......................................1502

30_SIAExhibitors_D4.indd 30 10-01-30 20:04

Untitled-1 1 1/13/10 4:56:23 PM

Untitled-1 1 1/13/10 2:09:45 PM

Documents

SIA_Day-4