Sales Jump At Colorado Ski & Snowboard Expo

mike lewis

• November 17 2008
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Each year, the snowboard season is launched with a myriad of consumer ski and snowboard shows around the country that help serve as bell weathers of the coming season’s sales. November 7-9 marked this year’s installment of the Colorado Ski & Snowboard Expo at the Colorado Convention Center. More than 150 exhibitors, including ski resorts from around the country and world, industry manufacturers, lodging reps, and retailer Colorado Ski & Golf, who hosts a massive sale, turned out for the event and were rewarded with strong season pass, hardgood, and softgood sales.

While the exact equipment sales figures weren’t released by Colorado Ski & Golf, Joan Christensen, who handles PR both Colorado Ski & Golf and the Ski Expo stated that “it would be fair to say that they were very happy with the appreciable increase in sales this year.” Consumer attendance was flat r compared to last year, with approximately 30,000 attendees, but they had their wallets out for the bargains offered at the show. “It may sound a little trite but in a year like this, being even is the new ‘up,’” says Christensen of the attnedance. ” One aspect of the show that was up dramatically this year was the pre-purchase of admission tickets.  The best deal available was a $3 off window price…..but it required a pre-purchase to get the $9 price.  Last year, less than 100 tickets were pre-purchased online.  This year, slightly more than 3,600 tickets were sold online.  That’s pretty huge and illustrates that discounts and value were a factor this year.”

“Most of what I sold were complete set ups,” explains Quiksilver/Mervin rep Dan Scherman. “That’s good. The boot fitting area was busy and crowded as usual and I don’t ever remember seeing so many people in the outerwear section. It looks like this will be a big softgoods year.”

Christensen believes the show’s strong performance is indicative of two things:

1-Value is very important this year and Colorado skiers and riders turned out to take advantage of discounts up to 70% on last year’s gear

2-Skiing and riding is still apparently a priority for Coloradans–even in a tough economic period–as evidenced by the strong attendance and retail sales in this undeniably challenging year.

The non-profit SOS Outreach was on hand and had a great year as well. “We signed up approximately 75 new volunteers,” says SOS Outreach Youth Programs Director Jon Garrou.  “We had a great location right next to Woodward at Copper and were able to develop a relationship with those guys. Woodward has agreed to provide free drop in lessons for 20 Summit County SOS Outreach students.”