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| PR: Business Bright at SIA 97 3.11.97 McLEAN, VA (March 11, 1997) -- Enthusiasm was high and exhibitors reported lots of orders were written during the 1997 SIA Ski, Snowboard & Outdoor Sports Show, March 3-7. The 26,500 buyers, exhibitors, sustaining members, guests and press at the show -- housed in the cavernous Las Vegas Convention Center -- had on their business faces and showed an upbeat optimism all five days of the show. The total number of retail buyers for SIA 97 was 8,871 and the number of shops represented was 3,651. Of the retailers, 1,203 were from foreign countries, representing 752 international shops (including Canada.) Retailers use the SIA show to shop for next season's merchandise. Covering the show were 630 journalists. Attendance figures are unaudited and include pre-event as well as on-site registrants. The show had 823 exhibitors displaying equipment and apparel for snowsports recreation. The exhibitors occupied 504,252 square feet of space inside the Convention Center, which represents 5,042 10x10 booths, the trade show industry standard for measurement. SIA, SnowSports Industries America, is the national, nonprofit, member-owned trade association for manufacturers, distributors and suppliers of winter recreational products. ''From a buyers' standpoint, they felt the show was exciting,'' said Dave Auer, vice president of sales and marketing for Skis Dynastar, Original Sin snowboards and Lange boots. ''They were more business-like and ready to write [orders].'' Smith Sport Optics' COO and president Ned Post concurred. ''There was some real enthusiasm. This place [his booth] was packed. I think we're shaping up for a good year.'' One of the reasons for the generally upbeat mood at SIA 97 was that retailers for the most part are experiencing a very robust selling season with overall sales running 18 percent ahead of last year, according the SIA Top-Line Retail Audit: August-January. A number of differences were evident in the 1997 SIA show compared to previous years, and may signal a sea change for the industry. First was the more business-like mood, which can be attributed to SIA's national, introductory show, the inaugural SIA Snow Show, in January. The idea of the new show was to start the season with a flourish, condense the selling/buying season and give retailers a chance to see more products earlier in the year. By being exposed to products earlier, retailers were expected to come to Vegas to write orders. Apparently the concept worked. ''The show was fantastic for us,'' said Sims Sports Marketing Manager Jay Stevens. ''We finished up all our business by Thursday afternoon. A lot of people in the business were on top of it, and they knew what they had to do. I think the Snow Show had something to do with that.'' ''A good job was done communicating the 'see it, try it, buy it' message,''said Auer. ''We were getting that out there loud and clear.'' Success at SIA 97 also changed some points of view. ''I was skeptical with what affect the Snow Show would have on the buying cycle,'' said Fila Sports, Sparks, Md, president Lee Turlington. ''But the shows gave us an opportunity to show our complete line. Vegas for us was great. We use the show for writing and final selection. Business was great.'' The other major difference was where manufacturers displayed their products. ''The simple factor of mixing ski, snowboard and clothing added excitement,'' said Auer.
She's
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