Snowsports Festivals Rebrand, Expand Offerings With New Online Platform
December 16, 2020
Snowsports Industries America is hoping that a dual-pronged approach to updating two long-standing expos will create an avalanche of excitement.
In announcing its new strategy and rebranding of events, SIA is getting the ball rolling with a new immersive platform, Snowboundfest.com.
The website serves primarily as a showcase for two November events: Rockies and New England Snowbound Festivals. It includes a healthy dose of ski-related news, notes and interviews to maintain engagement with attendees. Event swag like ski hats and face masks (it is 2020, after all) is available for purchase in a retail section.
The website reflects a deliberate decision to attract consumers, rather than concentrate on the buyers and exhibitors within the winter sports industry. Everything from the website to the name changes to the agendas is geared toward attracting a broader audience interested in discovering experiences unavailable elsewhere.
Consider the centerpiece events, which are rebranding without relocating. Rockies and New England Snowbound Festivals sound much more like geographic events than Denver and Boston Ski and Snowboard Expos, which had been their names for the past 40 years.
Larger audiences and more opportunities are in the offing, notes SIA, which acquired the Denver and Boston Ski and Snowboard Expos from BEWI Productions, Inc., in January 2020.
Both 2021 festivals will remain a prime opportunity to find deals on state-of-the-art equipment. But there will also be art shows, autograph signings, panel discussions, concerts, movie premieres and other new activations for attendees.
If it sounds like a Comic-Con of snow sports events, that’s not a coincidence. Snowbound Festivals are aiming to capitalize on the mass interest in winter sports, and bringing enthusiasts together for shared experiences over multiple days.
Brian Stephenson was named as the director of Snowbound Festival in July after building a strong marketing and management reputation at ReedPOP, where he was responsible for large-scale consumer events including New York Comic Con, Star Wars Celebration and more. He isn’t shy about his dream to recreate the same success with these events.
“We have an incredible opportunity in front of us to engage and expand the community of winter enthusiasts through welcoming, meaningful and immersive experiences,” Stephenson said in a statement. “We look forward to partnering with the entire winter outdoor community on Snowbound and sharing in the success that comes with embracing all enthusiasts in the winter lifestyle.”
Brands, ski resorts and retailers should benefit from the broader experience, as the country warms to traveling again next winter.
“By creating a compelling, multi-platform destination, our goal is to celebrate the entire winter outdoor culture and lifestyle in a way that is inspirational and accessible to all,” explained Nick Sargent, president of SIA. “Brian is the ideal person to help Snowbound Festival inspire a larger audience to join us outside once the snow starts to fall.”
Spaceshop, a web design agency that specializes in digital commerce for the events industry, created the new online platform for SIA.
Partner Voices
Overview:
The award-winning Orange County Convention Center (OCCC) goes the extra mile to make every day extraordinary by offering customer service excellence and industry-leading partnerships. From their dedicated in-house Rigging team to their robust Exhibitor Services, The Center of Hospitality brings your imagination to life by helping you host unforgettable meetings and events. With more than 2 million square feet of exhibit space, world-class services and a dream destination, we are committed to making even the most ambitious conventions a reality.
In October 2023, the Orange County Board of County Commissioners voted to approve allocating Tourist Development Tax funding for the $560 million Phase 5A completion of the OCCC. The Convention Way Grand Concourse project will include enhancements to the North-South Building, featuring an additional 60,000 square feet of meeting space, an 80,000- square-foot ballroom and new entry to the North-South Building along Convention Way.
“We are thrilled to begin work on completing our North-South Building which will allow us to meet the growing needs of our clients,” said OCCC Executive Director Mark Tester. “As an economic driver for the community, this project will provide the Center with connectivity and meeting space to host more events and continue to infuse the local economy with new money and expanding business opportunities.”
Amenities:
The Center of Hospitality goes above and beyond by offering world-class customer service and industry-leading partnerships. From the largest convention center Wi-Fi network to custom LAN/WAN design, the Center takes pride in enhancing exhibitor and customer experience.
The OCCC is the exclusive provider of electricity (24-hour power at no additional cost), aerial rigging and lighting, water, natural gas and propane, compressed air, and cable TV services. Convenience
The Center is at the epicenter of the destination, with an abundance of hotels, restaurants, and attractions within walking distance. Pedestrian bridges connect both buildings to more than 5,200 rooms and is within a 15-minute drive from the Orlando International Airport. The convenience of the location goes hand-in-hand with top notch service to help meet an event’s every need.
Gold Key Members
The OCCC’s Gold Key Members represent the best of the best when it comes to exceptional service and exclusive benefits for clients, exhibitors and guests. The Center’s Gold Key memberships with Universal Orlando Resort, SeaWorld Orlando and Walt Disney World greatly enhance meeting planner and attendee experiences offering world-renowned venues, immersive experiences and creative resources for their events.
OCCC Events:
This fiscal year, the OCCC is projected to host 168 events, 1.7 million attendees, and $2.9 billion in economic impact.
The Center’s top five events during their 2022-2023 fiscal year included:
AAU Jr. National Volleyball Championships 2023
200,000 Attendees
$257 Million in Economic Impact
MEGACON 2023
160,000 Attendees
$205 Million in Economic Impact
Open Championship Series 2023
69,500 Attendees
$89 Million in Economic Impact
Sunshine Classic 2023
42,000 Attendees
$54 Million in Economic Impact
Premiere Orlando 2023
42,000 Attendees
$108 Million in Economic Impact
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