Emerald Expositions Acquires Snow Show from SnowSports Industries America

by Brian Mullin on May 25, 2017

The SnowSports Industries America (SIA) is the non-profit organization that has held the annual Snow Show industry ski trade show since 2011 in Denver, after a longtime home in Las Vegas (say what?). The large Emerald Expositions trade show conglomerate that runs the Interbike and Outdoor Retailer shows is acquiring the SIA Snow Show for a $16.7 million deal. With multiple outdoor shows bumping into each other and retailers squeezing smaller profits out of their sales this deal makes a lot of sense to combine the OR and Snow Show as one entity.

Outdoor Retailer had announced it was leaving its 20-year home in Salt Lake City after cantankerous issues with Utah leaders over the outdoor sports industry, especially with them trying to rescind national monument designations for the state’s Bear Ears and Grand Staircase-Escalante areas. Denver is one of three finalists for the massive Summer, and Winter Outdoor Retailer trade shows. The Snow Show and the City of Denver had a commitment to keep the show through 2030 and part of the agreement was a non-compete clause that prevented Denver from hosting an outdoor-type convention in the weeks around the Snow Show, so this deal removes that obstacle if the OR and Snow Show are combined.

The new Outdoor Retailer + Snow Show should debut in the usual late January 2018 time slot secured by SIA., and space requirements will grow from the current 236,000 square feet to more than 500,000 square feet.  SIA will continue to manage the Snow Show’s two-day On-Snow Demo at Copper Mountain ski area where winter-sports gearmakers offer test runs of their latest innovations. The deal will also provide SIA with more opportunities to focus on research, education, participation, consumer outreach and retail support

Next, we need to draw Interbike show to bike-friendly and outdoor sports oriented Denver! 

Press Release

SAN JUAN CAPISTRANO, Calif. (May 24, 2017) – Emerald Expositions, LLC (“Emerald Expositions”), a wholly owned subsidiary of Emerald Expositions Events, Inc. (NYSE: EEX), producer of Outdoor Retailer and a leading U.S. business-to-business trade show and conference producer, and SnowSports Industries America (SIA), the snow sports industry’s member-owned trade association, announced today the acquisition of the SIA Snow Show by Emerald Expositions.

Under the new ownership of Emerald Expositions, the January SIA Snow Show will merge with Outdoor Retailer to become the Outdoor Retailer + Snow Show endorsed and sponsored by SnowSports Industries America and Outdoor Industry Association (OIA) and will be the largest outdoor and winter sports industry gathering in North America. SIA will remain an active partner in support of the event. OIA will be the co-title sponsor of all Outdoor Retailer winter shows and the title sponsor of Outdoor Retailer summer shows.

“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.”

It’s anticipated that the first combined Outdoor Retailer + Snow Show trade show will stage January 2018 in Denver, Colorado.

The acquisition and resulting trade show consolidation were finalized after months of discussions between Emerald Expositions and SIA as well as by a rigorous voting process, which included a unanimous vote from the SIA Board of Directors and an overwhelming approval by SIA Premium Members.

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.”

 

As part of the agreement, SIA will continue to produce the well-attended On-Snow Demo and Industry + Intelligence Day. Additionally, SIA leadership will sit on Outdoor Retailer’s Event Advisory Board, providing strategic counsel on behalf of the snow industry regarding show dates, long-term planning, pricing structure, member discounts, show floor plan, community building, new concepts and the like to ensure that SIA member interests are well represented.

Corporate Solutions of Westport, Connecticut was the exclusive advisor to SIA in arranging, structuring and negotiating this transaction.

 

 

About SIA

SnowSports Industries America (SIA) is a non-profit member-owned trade association that works year-round with snow sports suppliers, retailers, resorts, reps and service providers to develop products and programs that support individual and collective business needs. Through research, education, consumer outreach, retail support and participation initiatives, SIA drives industry growth. Also a producer of gatherings vital to the health of the snow industry, SIA annually hosts the On-Snow Demo/Ski-Ride Fest, the Industry + Intelligence Day. Learn more at Snowsports.org.

About Emerald Expositions

Emerald Expositions is the largest operator of business-to-business tradeshows in the United States, with most of our shows dating back several decades. We currently operate more than 50 trade shows, including 31 of the top 250 trade shows in the country as ranked by TSNN, as well as numerous other events. Our events connect over 500,000 global attendees and exhibitors and occupy more than 6.5 million NSF of exhibition space. We have been recognized with many awards and accolades that reflect our industry leadership as well as the importance of our shows to the exhibitors and attendees we serve.

About Outdoor Retailer

Outdoor Retailer brings together retailers, manufacturers, industry advocates and media to conduct the business of outdoor recreation through tradeshows, Outdoor Retailer Magazine, product demo events, media events and web-based business solutions. The Outdoor Retailer trade shows are the premier outdoor industry events for North America, providing platforms for critical face-to-face business initiatives, line previews, innovations, launches, networking and retailer education. Visit outdoorretailer.com for more information.

About Outdoor Industry Association

Based in Boulder, Colo., with offices in Washington, D.C., Outdoor Industry Association (OIA) is the leading trade association for the outdoor industry and the title sponsor of Outdoor Retailer. OIA unites and serves over 1,200 manufacturers, supplier, sales representative and retailer members through its focus on trade and recreation policy, sustainable business innovation and outdoor participation. For more information, visit outdoorindustry.org.

{ 0 comments… add one now }

Leave a Comment

Previous post:

Next post: