All-Women Panel to Discuss Growing Snow Sports at Snow Show

Snow Show attendees are invited to join a group of prominent female leaders from snow sports for breakfast and a panel discussion entitled “How Can Snow Sports Tap into the Powerful Influence of Women?” on Fri, Jan 27th, 7:30-9AM.

Participation Growth Discussion & Breakfast Open to All Snow Show Attendees

SIA Snow Show attendees are invited to join a group of prominent female leaders from the snow sports industry for breakfast and a panel discussion entitled “How Can Snow Sports Tap into the Powerful Influence of Women?” on Friday, January 27th, 7:30-9A in Colorado Convention Center's Mile High Ballroom. SIA's Research Director, Kelly Davis, will moderate the panel discussion focusing on women in the marketplace and their influence on friends, colleagues and family members. The audience will be able to participate during the Q&A portion.

To attend the panel discussion and breakfast, please RSVP to Minna Casser,, by Friday, January 20th.

“This discussion is intended to get our industry thinking about how they can benefit from marketing more effectively to women,” said Kelly Davis of SIA. “Research points to women as the ones who get their family and friends out on the snow – so, how do we make that easier for them?”

Davis will kick off the discussion by sharing SIA's current statistics regarding female-consumers and how they're influencing the snow sports industry in terms of sales and participation. With women responsible for 80% of all household purchases and influencing 95% of household purchase decisions– every snow sports company will want to attend and join in the discussion.

Discussion Panelists:
Amy Caldwell, Co-Owner of Caldwell Sport
Amy is a two-time U24 World Triathlon Champion and longtime professional triathlete. A NCAA All-American cross-country skier, Amy has accomplished many top 10 finishes at US Nationals and the American Birkebeiner. Caldwell worked as a Nordic ski coach at Stratton Mountain School for 12 years before taking the head coaching position at a National Training Centre in Whistler, BC. Caldwell recently moved back to Vermont with her family to restart Caldwell Sport, a specialty Nordic shop.

Donna Carpenter, Co-Owner & President, Burton Snowboards
Donna Carpenter and her husband Jake Burton Carpenter are the sole owners of Burton Snowboards, the world's leading snowboard company. Currently, Donna is the President of Burton, heading up the company's international business, global human resources and the non-profit Chill Foundation, which mentors more than 2,300 at-risk kids. In addition, Donna continues to oversee all efforts to ensure that Burton is an employer and brand of choice for women.

Carolyn Crowley Stimpson, Vice President of Resort Services/Co-Owner, Wachusett Mountain Ski Area
In addition to her roles at Wachusett Mountain Ski Area, Carolyn is President of MTNside Ski & Ride, a specialty retail shop in Wachusett's base lodge. Wachusett annual skier visits average 375,000 – 400,000, including over 10,000 school children on a weekly basis.

Raelene Davis, Director of Marketing, Ski Utah
Davis has been Ski Utah's director of marketing since 1985, which under her direction, skier visits have increased each year. Davis sits on the Board for the U.S. Ski and Snowboard Hall of Fame and served on the boards of Utah Tourism Industry Coalition and Community Relations Committee for the Salt Lake Olympics and currently acts as the national head of the Learn to Ski & Snowboard Month program.

Kyre Malkemes, Snowboard Category Manager, Mervin Mfg
Kyre lives in Seattle, Washington and has been snowboarding for 23 years. For the past five years, Kyre has been the Product Manager for Roxy Hardgoods and recently changed positions to be the Category Manager for all snowboards at Mervin Mfg, which includes Lib Tech, Gnu and Roxy snowboards.

Heather Schultz, Freelance Writer, Instructor & Owner of Holy Toledo Consignment Shop
Shultz has lived in Vail for 25 years where she is a fully certified PSIA instructor of Alpine/Nordic and well versed in all aspects of ski culture – big mountain, backcountry, park and pipe and racing. Heather is a 3-time World Champion Demo Team member, has coached women's clinics and tests Alpine, Telemark and Alpine Touring Gear for Skiing Magazine as the Women's Test Director. She has written about gear for Skiing, Outside and Mountain Sports and Living.

Kim Walker, Co-Founder/Owner of Outdoor DIVAS
Kim has over 16 years of retail experience ranging from home furnishings to fashion. Walker was frustrated by the lack of women-specific ski gear and combined her passion for retail and adventure sports to launch Boulder's outdoor DIVAS in 2002. As the first women-specific outdoor and snow sports shop in the country, outdoor DIVAS has become the premiere shopping destination for active women.

Questions? Please contact SIA at 703.506.4204. For 24/7 updates on all things 2012 Snow Show, be sure to visit the SIA Social Dashboard to stay connected with us through the SIA Facebook page, SIA's Latest and on Twitter -- we'll be sending highlights before and during the Show to keep you in the know. When tweeting about the Show, please add #SIA12 to join in on our Twitter feed.

- SIA -
SnowSports Industries America (SIA) is the national not-for-profit, North American member-owned, trade association representing suppliers and service providers of snow sports products with constituents in the retailer, rep and resort communities. Established in 1954, SIA annually produces the SIA Snow Show, the largest snow sports industry trade show, on-snow demo and networking environment globally, while delivering invaluable data/research reports including the Snow Sports Market Intelligence Report, SnowSports RetailTRAKTM and Executive Market Summary. SIA helps grow the industry with consumer initiatives and websites, and, marketing products, services and programs helping our Members operate more efficiently, bring their products to market and increase participation in snow sports. Subaru is the official vehicle of SnowSports Industries America (SIA), the 2012 SIA Snow Show and On-Snow Demo/Ski-Ride Fest and Winter Trails. For more information, check out SnowSports Industries America, 8377-B Greensboro Drive, McLean, VA 22102-3587 (Washington, DC area). Phone: 703.556.9020, Fax: 703.821.8276, Email:


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