National Snow Show: Bringing the smiles back to an audience wanting to get back to the mountains
October 22 and 23 saw ski shows back up and running with the National Snow Show at Birmingham’s NEC. After lockdown and the pandemic severely restricting access to the mountains and the sport we all love, being able to talk to fellow winter sport enthusiasts and see, touch, feel and buy new equipment, this was just the tonic that the sport has been craving.
With hotels, airport and the train station all in walking reach, this was the ideal location for the show. The footfall was good for the companies that had taken a stand and the winter sport public came from all over the country. The attendance may have been help by the number of free tickets that were on offer but the show needed people for it to be a success.
Variation of stands
The variation of stands showed that the organisers had done their research. It was not just holiday companies with retailers trying to clear out their stock rooms with excess kit. Retailers linked up with brands, apres ski products were there as well as ski schools and new and different resorts. There was something for everyone.
Yet still there were those not happy with the size of the show. Next year it has already been said that a bigger hall will be used. Head have already announced that they will take a stand next year rather than being interested observers. The anticipation is great to see.
Big brands support
Salomon, Dynastar, Rossignol and Volkl headlined the ski brands with Ski Exchange and Decathlon amongst the retail brands supporting the show. British Biathlon gave people an insight into what the sport is about and Snowsport England were on hand to help direct people with club memberships and getting involved in the sport.
And if you still cannot wait to get back on the snow why not give skifit365 a look up and use their Virtual Reality game to get the feeling of being back on the skis!
Stephen Morgan, MD at Raccoon Events Active Division, the organiser of the event, commented: “We knew the event would be good but we were blown away by the reaction from both the industry and the visitors. It was a hard 16-month slog to get the show to where it was, in hugely challenging circumstances, no one knowing what the state of the travel industry would be in 21/22 and following on from the toughest year the industry has faced in a very long time. The support of key organisations, the faith our early adopter brands showed and the appetite from the public to attend a snow show meant we were able to deliver a very successful event. We have huge plans for the Show with 2022 already shaping up to be double the size. We have already signed more brands than we had at this year’s event and have some incredible speakers booked up– watch this space because 2022 planning is already underway.”
Visitors were given the opportunity to chat face-to-face to travel experts with a host of holidays booked through a host of resorts and destinations including Crystal Ski Holidays, Andorra Travel Services, France Montagne, Ski Andorra, OTP Swiss Holidays, Snowsport Scotland, LAAX, Aoster Valley Tourist Board, Blue Sky Ski Holidays, Peak Ski Adventures.
The industry was invited to come together in an Après Drinks reception sponsored by Ski Club Great Britain, Maison Sport, Ski Exchange and RedChurch Brewery at the close of day one. Snow Show branded beers from Redchurch flowed as brands, organisations and individuals networked and planned for the coming seasons.
Stephen continued: “We have received a lot of feedback from the event and we are taking it all on board, we are planning to have more brands, more space, more have-a-go experiences and more destinations with the latest kit available to buy with a healthy mix of consumer focused content and trade opportunities. If you are interested in getting on board for 2022 we would love to have you and together we can give our industry the boost it needs.”
For more information look at the nationalsnowshow.com website regarding next year!