Denver, Colo. – Earlier this month, SnowSports Industries America (SIA) shared some exciting news regarding the 2010 SnowSports Trade Show scheduled for January 28-31, 2010 at the Colorado Convention Center in downtown Denver. SIA has created a new name and identity for their trade show, which will now be known as the SIA Snow Show. After 37 years of hosting their annual trade show in Las Vegas, Nevada, SIA’s move to Denver will put the snow back in snow sports. And, with the move, Snow Show attendees will have several options for taking advantage of Colorado’s famous mountain terrain.

SIA has partnered with Colorado Ski Country USA to create the “Medallion Program” which will provide free and discounted lift tickets for skiing and riding to snow sports specialty retailers attending the 2010 Snow Show. Further details regarding the Medallion Program will be revealed in the weeks ahead.

Following the Snow Show, SIA will host their inaugural On-Snow Demo & Festival at Winter Park Resort on February 1-2, 2010. The event will be held in conjunction with WWSRA (Western Winter Sports Representatives Association), which has an extensive history of hosting on-snow demos for reps and retailers in the active sports industry.

More than 100 exhibitors are expected be on hand at the On-Snow Demo allowing retailers to test the industry’s newest skis, snowboards, boots, tools and accessories in the environment they were intended – on snow. A Nordic demo will be held at nearby Devil’s Thumb Ranch, which maintains a world class Nordic center. SIA will provide shuttle transportation between Winter Park Resort and Devil’s Thumb Ranch. In addition to the retailer-specific demos, SIA will also host a Festival-themed event open to all Snow Show attendees -- activities for the Festival remain in the planning stages and further details will be announced throughout the spring and summer months.

The snow sports industry will gather for the SIA Snow Show at the Colorado Convention Center in downtown Denver from January 28-31 followed by the On-Snow Demo and Festival on February 1-2. For more information or to register to attend, please log onto SIA’s official website at:

About Colorado Ski Country USA

Colorado Ski Country USA (CSCUSA) is the not-for-profit trade association representing Colorado’s 22 ski & snowboard resorts. CSCUSA is the global voice of the Colorado ski industry. The Association’s primary functions are concentrated in marketing, public policy and public relations. Information about CSCUSA and its members can be found at This release and other press information can be found in the online press room at


SnowSports Industries America (SIA) is a not-for-profit trade association whereby competing on-snow product suppliers magnify their power, by working together, for the development of the on-snow sports industry. For more information, check out SnowSports Industries America, 8377-B Greensboro Drive, McLean, VA 22102-3587. Phone: 703.556.9020, Fax: 703.821.8276, E-mail: