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CEO DATELINE – Snowsports Industries Association to acquire consumer expos

Nov. 18, 2019
By Walt Williams

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The Snowsports Industries Association plans to purchase two consumer-focused events as part of a plan to launch a network of similar events showcasing snow sports equipment across the country.

SIA announced Nov. 15 that it was in the process of purchasing the Boston and Denver Ski & Snowboard Expos from BEWI Productions, with the sale expected to be completed by the end of the year. The two events give equipment suppliers and retailers a chance to market their wares directly to consumers. Terms of deal with BEWI were not disclosed.

The purchase represents a shift in focus for SIA in terms of events. The group previously owned the Snow Show, an industry-only trade show closed to the general public. SIA sold the event to Emerald Expositions for $16.7 million in 2017. The company combined the Snow Show with another event—Outdoor Retailer—to create a single large trade show for the outdoor recreation equipment industry.

“We are thrilled to be moving into the consumer space,” SIA President Nick Sargent said. “Since the sale of the Snow Show, which focused on a B2B (business-to-business) experience, we have turned our focus to B2C (business-to-consumer).  We asked ourselves how SIA can best connect our industry directly with today’s consumer and consumer expos make a ton of sense in this regard.”

SIA plans to transform the Boston and Denver shows starting in fall 2020, with plans to launch similar events in other U.S. cities after that.