'Growing the Sport' meeting sets synergy for the future

Everyone in the snowsports industry wanted an invitation to the "Growing the Sport" meeting held in Denver on Aug. 17, 2011. But according to SIA President David Ingemie, rather than sharing state secrets, the meeting really focused on the importance of communication and teamwork.
Author:
Updated:
Original:

There won't be any press releases, partnership announcements or new initiatives coming out regarding the “Growing SnowSports” meeting held in Denver on Aug. 17, 2011. But according SnowSports Industries America President David Ingemie, the invitation only session could help set the standard for the how the industries' various interests work together for the future of snowsports.

“The key thing we looked at was snowsports participation, and what everyone can do to help get more people involved and increase those numbers for everyone’s benefit,” said Ingemie. “Both NSAA and PSIA had some pretty interesting statistics that helped formulate the conversation on who and how people are being introduced to snowsports, and how we can help drive those retention numbers up.” 

Michael Berry, president of the National Ski areas Association (NSAA), as well as Mark Dorsey, president and CEO of the Professional Ski Instructors Association and American Association of Snowboard Instructors (PSIA-AASI), attended the meeting, which also included members of the National Ski Patrol (NSP), the National Ski and Snowboard Retailers Association (NSSRA), rep groups and the SSL and SMC retail buying groups. Although attendees did sign letters of confidentiality before the meeting began, and several members of the resort industry and the media tried to swing their own invitations to the event, Ingemie said nothing “top secret” was discussed.

“It was more about everyone understanding what each organization does, and creating more of an effort to synthesize and circulate information about existing initiatives and how they might impact each other’s business or specific market,” Ingemie said. 

In particular, the initiative the meeting focused on was Learn to Ski and Snowboard Month. The January-long effort to get more people on the slopes directly resulted in more than 75,000 lessons in 2011, due to specific marketing efforts and generous discounts on lessons and lift tickets. The participation numbers marked a 150 percent increase over the lessons the initiative created in 2010, and for 2012 LSSM organizers have set a goal doubling that number to 150,000 participants.

“Getting the shops and the rep groups involved is key to that,” Ingemie said. 

He also added though, that the snowsports community’s continuing efforts to grow the sport will have to run even deeper than just one event. “I think everyone understands that there is no magic bullet, and people have to do what they can to create more opportunities in their own market,” he said. “Whether that’s working with a school, or a church group, or on an individual by individual basis, they have to continue doing what they can to get more people to participate. And they have to do it in December and February, too. LSSM is just one month.”

Getting everyone to sit down at the same table and agree to coordinate their efforts whenever possible, Ingemie said, was an important first step. “As far as having all of these factors of the industry together in one room, I would say that has not happened since 1976. It’s been a long time since everyone was able to talk together, and understand each other’s business, and really agree to share the same focus.” 

--Peter Kray

Send your WinterSports news to Peter Kray at pkray@snewsnet.com. Subscribers can also post WinterSports news releases directly to the SNEWS website. Email us at snewsbox@snewsnet.com to learn about posting your own news releases, getting your WinterSports headlines, or with any other questions or comments.

Related

Snowsports_summit_thumb_071611.jpg

'How to grow snowsports' meeting scheduled for Denver

After record-breaking seasons at snowsports retail and on the slopes, snowsports industry leaders are looking for new ways to capitalize on the momentum. SNEWS has learned that a first of its kind ‘How to grow snowsports’ meeting is scheduled to take place in Denver on Aug. 17, ...read more

sialogo_4c

SIA and NSAA Boards Unite in Washington - Commitment to collaborate for the future of snow sports sets the tone for meetings on Capitol Hill

On September 24 and 25, board members from SnowSports Industries America(SIA), the snow sports industry’s member-owned trade association, along with National Ski Areas Association (NSAA) board members, joined forces in Washington, D.C. to discuss how to grow participation and to ...read more

David_Ingemie_2.jpg

2010 Wrap Up: SIA President David Ingemie looks back on the year

The first decade of the 21st century is rapidly coming to a close, with high hopes for the next decade building in the wintersports industry on a hardgoods re-order rush that is sweeping across the country, as well as some epic early season snowfall. But with the economy still ...read more

ROI's 2nd Annual Early Buying Show meets with enthusiasm

The Retailers of the Outdoor Industry (ROI) Early Buying Show moved to the east coast this year, with retailers and manufacturers meeting outside Blacksburg, Virg., June 11- 14. For David Matz, president of ROI, bringing together 27 retailers and 25 vendors was the culmination of ...read more

Business 101: Running Effective Meetings

In our popular culture, meetings, along with TV, root canals and commuters talking loudly on cell phones in the bus station, are easy objects of our derision and ridicule. We've all heard it; some of us may have said it: "Meetings! Hummph. I don't have time for meetings. Maybe ...read more

SNEWS_CoverWinter2010.jpg

SNEWS Power Players: Meet 10 of the industry’s most influential people and find out what makes them tick

See SNEWS Winter Outdoor magazine 2010, p. 48, “SNEWS Power Players.” To download the full issue, click here www.snewsnet.com/magazines in early February 2010 to see the version in print with photos. By the editors of SNEWS Insight and inspiration provide an edge that everybody ...read more

TKO creditors' meeting set, AR and financials revealed

A meeting of creditors in TKO's Ch. 11 bankruptcy reorganization has been announced as Nov. 15 in Houston, Texas. At the same time, TKO Sports Group USA Ltd. has filed its statements of financial affairs, schedules and accounts receivables with the U.S. Bankruptcy Court, Southern ...read more

Katadyn meetings blend business and adventure

Corporate meetings typically start with a yawn -- a slightly tired group shuffles into a tidy, if drab, room. The line forms at the coffee dispenser. Grab a donut. Things were a little more exciting the first day of Katadyn's annual strategy meeting, which began just south of ...read more

Snow_show_on_snow_100311.jpg

Five quick questions with SIA’s David Ingemie

As summer officially ends, snowfall appears in the forecast for the Rockies, and retailers begin to report steady sales of new gear, SNEWS got on the phone with SIA President David Ingemie on the last day of September 2011 for a quick commuter chat about what should be a very ...read more