Denver, CO – SnowSports Industries America (SIA) is renaming its 2010 SnowSports Trade Show, scheduled for January 28-31 at the Colorado Convention Center in downtown Denver, to the SIA Snow Show. After 37 years of hosting their annual trade show in Las Vegas, SIA’s move to Denver will put the snow back in snow sports.

SIA has partnered with Colorado Ski Country USA to create the “Medallion Program” which will provide free and discounted lift tickets for skiing and riding to snow sports specialty retailers attending the 2010 Snow Show. Further details regarding the Medallion Program will be revealed in the weeks ahead, organizers promise.

Following the Snow Show, SIA will host their inaugural On-Snow Demo & Festival at Winter Park Resort on February 1-2, 2010. The event will be held in conjunction with WWSRA (Western Winter Sports Representatives Association), which has an extensive history of hosting on-snow demos for reps and retailers in the active sports industry. More than 100 exhibitors are expected be on hand at the On-Snow Demo allowing retailers to test the industry’s newest skis, snowboards, boots, tools and accessories in the environment they were intended – on snow.

A Nordic demo will be held at nearby Devil’s Thumb Ranch. SIA will provide shuttle transportation between Winter Park Resort and Devil’s Thumb Ranch. In addition to the retailer-specific demos, SIA will also host a Festival-themed event open to all Snow Show attendees — activities for the Festival remain in the planning stages and further details will be announced throughout the spring and summer months.