As the industry's trade association, SIA plays host to the most important event in the snow sports sales cycle: the SIA Snow Show. For 37 years, the show had been held in Las Vegas. But for 2010 SIA chose to move the event to Denver, bringing the industry back to the mountains where it belongs. However, old habits die hard and it seemed the negative voices were screaming the loudest. To overcome this challenge, Siquis developed a strategy to position this move in the most positive way. We created a forum for key exhibitors, retailers and reps to voice their excitement for the move to Denver that also reinforced the value of the SIA Snow Show regardless of its location. Soon enough, a grassroots movement of support began to build, drowning out the voices of discontent and swaying those who were on the fence.

For a more detailed case study, please contact Anita Kaplan at 410.323.4800 ext 102 or