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 Breaking Headlines

SIA To Present 'Model For Success' Results

SEPTEMBER 19, 2005 -- SnowSports Industries America will introduce results from the first phase of its new "Model for Success" as presented by Jim Spring, president of Leisure Trends, at its pilot education seminar series set to take place in New England next week. The presentation will serve as the kick-off for the education seminar with valuable information for suppliers, retailers and reps.

The basis for the presentation stems from an Internet survey conducted by Leisure Trends, a full-service consumer research and consulting company specializing in leisure, sports, hospitality, entertainment, and retail tracking research, of over 1,000 snow sport enthusiasts conducted September 14-15, '05. Highlights of the report will reveal the percentage of enthusiasts who plan to buy equipment this season, who they are and where they shop.

"The education pilot series provides the perfect platform to launch SIA's Model for Success," said SIA President David Ingemie. "Not only will the information be presented to a live target audience, but the opportunity also allows for further discussion and feedback on how these findings can be used to enhance business practices."

In addition, Spring's presentation will examine several key findings as to consumer buying habits. Points of interest include: Only 16% of Alpine and Nordic skiers, snowboarders and snowshoers shop for snow equipment and apparel at the start of each season; 30% of all winter sports enthusiasts have a favorite store where they prefer to buy their equipment and apparel; and skiers and snowboarders visit outdoor stores most often. but buy most of their equipment at snowsport specialty stores.

More importantly, Spring will explain how messaging and suppliers/reps can help retailers increase their sales. Spring noted, "Nearly one-third of all skiers are interested in buying new equipment, which is three times the number who say they will, if retailers and manufacturers would help them better understand why they need to buy new equipment."

The Model for Success is funded by SIA and has been commissioned to help study purchase behavior and what motivates a person to purchase. This study is a multi-phase program with the end result to provide definitive solutions that will enable suppliers and retailers to move more product and increase unit sales.

The pilot education seminar series will take place September 20 in Nashua, NH, and September 21 in Burlington, VT. The seminar is open to suppliers, retailers and reps and will include breakout sessions exclusive to each faction. For complete information on the seminar and how to register, users can log onto
http://www.thesnowtrade.org//sia/marketing/business_seminar.


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