Emerald Expositions has confirmed the news that it has acquired SIA Snow Show. The decision was approved with a unanimous vote from the SIA board of directors and overwhelming approval by SIA premium members, according to Outdoor Retailer.
Outdoor Retailer VP and Show Director Marisa Nicholson said, “the agreement is the result of months of discussions between Outdoor Retailer and SIA, and more than two years of Outdoor Retailer talking with industry stakeholders, including retailers, reps, brands, rep associations, buying groups, advocacy partners and more – about the ideal tradeshow landscape.”
As part of that deal, Outdoor Retailer will merge the Snow Show into its January event, creating a new cohesive winter show endorsed and sponsored by SIA and Outdoor Industry Association (OIA). The first combined show will take place in January 2018, and will be the largest outdoor and snowsports industry gathering in North America.
OIA and SIA are still finalizing the venue and dates for this show, as part of the RFP process, which Outdoor Retailer confirms is in the final stages. Outdoor Retailer says it anticipates Denver, Colorado will be the new show’s location.
"This is an incredible opportunity for our members and the industry as a whole," said Nick Sargent, SIA president. "For quite some time, the industry has asked to merge the shows. A consolidated trade show not only helps reduce the stress on our industry, but also provides a platform that offers more impact for our members to do business, while delivering a greater ROI. SIA is excited by the opportunities ahead and looks forward to reinvesting into the creation of new and expanded programs and tools to help our members, and the industry as a whole, thrive."
"By merging these two January shows, we will bring the outdoor and snow sports industries together under one roof, creating an optimal and authentic forum for exhibitors and retailers alike," said Marisa Nicholson, vice president of the Sports Group for Emerald Expositions and Outdoor Retailer Show Director. "This acquisition gives us the opportunity to better serve the business imperatives of the winter sports brands, reps and retailers. We look forward to the positive impact this collaboration will have on the industry."
As part of the agreement, SIA will continue to produce its On-Snow Demo and Industry + Intelligence Day events.
Additionally, SIA leadership will sit on Outdoor Retailer's event advisory board, to make sure the snow industry’s interests are represented regarding show dates, long-term planning, pricing structure, member discounts, show floor plan, community building, and new concepts.
Chair of the SIA Board of Directors and Marker Völkl USA President, Mike Noonan, said, "The board felt strongly that this acquisition was the right move for the health of the industry and in the best interest of the membership. SIA's members will benefit increasing greatly by an enhanced trade show and by the organization's bandwidth being freed to focus on and invest in more meaningful tools and programs. We're looking at the long-term growth of the industry, with priorities like research, education, consumer outreach, retail support and participation."
"Today's announcement is a significant milestone for the outdoor and winter industries," said Amy Roberts, executive director of the Outdoor Industry Association. "OIA will continue to work closely with Emerald and SIA to ensure the best return on investment for all members and to provide the outdoor and winter industries with a gathering place for meaningful collaboration and dialog around participation, sustainability, and public policy."