 Few trade shows are so big that the Mayor of the destination attends, but in Denver, both John Hickenlopper, Mayor of the city, as well as Colorado Governor, Bill Ritter, were on hand to welcome the SnowSports Industries America (SIA) Snow Show, proclaimed the largest Convention Booking ever for the city’s Convention & Visitor’s Bureau.
The Mile High city is already recognized by skiers, snowboarders and other winter sports enthusiasts as a prime spot to enjoy their outdoor activities. Now Denver will be the host of the industry who supports those snow lovers for many years to come. "It’s no secret that Colorado is regarded around the world as the snow sports capital of America, so it is a great, natural fit for us to host the premier snow sports industry trade show," said Governor Ritter. "This event will bring great economic benefit to Denver, and it will also generate tremendous interest in snow sports in general, boosting winter tourism throughout Colorado."
The four-day trade show—January 28-31—attracted an estimated 18,000 to this winter sports industry event. Attendees include ski and snow sports retailers, manufacturers, and other decision-makers, and will have an estimated annual economic impact of $30 million. SIA has committed to having Denver host its annual event for the next 11 years, making the booking the longest, largest and most profitable in the history of VISIT DENVER.
"The 11-year agreement makes this the largest convention booking in Denver’s history," Richard Scharf, President & CEO, VISIT DENVER. "Even better, it comes in January, traditionally one of the slowest months of the year for our city. SIA Snow Show delegates will spend more money in Denver over the next decade than the original cost of expanding the Colorado Convention Center."
In fact, the convention decided on Denver only after the city expanded its convention center and related hotel inventory. This convention will give our region a significant economic lift, as well as an opportunity to continue showcasing all of the great outdoor activities Colorado has to offer," said Mayor Hickenlooper. "This is a tremendous opportunity for Denver and our state."
To welcome the SIA Snow Show and its 18,000 delegates to Denver, the Mile High City is staging a "The World’s Largest Après Ski + Ride Party," a city-wide extravaganza open to both Snow Show attendees and Denver locals. The Party includes events at more than 60 Denver bars, nightclubs, restaurants, theaters and sporting venues, as well as a live feed of ESPN’s Winter X-Games Fourteen hosted by Aspen/Snowmass being shown live on big screen TVs in Skyline Park.
"Having the SIA Snow Show in Colorado gives retailers from around the country who maybe haven’t skied or ridden in our state before, or who otherwise may not have made it out here, the opportunity to see our resorts’ wonderful product," said Melanie Mills, president & CEO of Colorado Ski Country USA. "They’ll be able to experience firsthand why Colorado is the top destination for winter vacations."
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