Rocker technology shows continued growth at annual ski show | SierraSun.com

Rocker technology shows continued growth at annual ski show

Arn MenconiSpecial to the Sun

DENVER andamp;#8212; The SnowSports Industries America Snow Show kicked off Thursday morning at the Denver Convention Center, marking the third year the Mile High City has played host to the skiing and snowboarding industry’s biggest event.Denver Mayor Michael Hancock opened the show, welcoming a throng of the nearly 20,000 expected to attend.Recent snowfalls across the country, and industry sales that are narrowly behind last season’s record pace have helped create an upbeat mood at the show.Once again this season, technology is at the forefront, and it’s all about rocker.While rocker snowboards accounted for roughly 50 percent of snowboard sales last year, that number is expected to rise to 70 percent this year. On the ski side, reverse and mixed-camber ski sales have doubled from last year.Rocker pioneer K2, celebrating their 50th year, continues to be at the forefront, introducing rocker skis designed more for packed snow conditions. K2 has also introduced a line of goggles, and next season is planning to roll out both ski boots and outerwear.andamp;#8220;There are opportunities for innovation in ski boots, including shape, materials, liners and closure mechanisms,andamp;#8221; said K2 CEO Anthony De Rocco. andamp;#8220;We’re actively looking at every area of the ski boot in this regard.andamp;#8221;Rimless goggles with lenses that are easily interchangeable are attracting attention this year.andamp;#8220;Growing the Sportandamp;#8221; is another important theme at SIA this season. New research demonstrates the economic importance of attracting new skiers and snowboarders at a young age. And, in keeping with overall demographic trends, the percentage of non-caucasian snowboarders continues to rise.In 2010, 77 percent of snowboarders were Caucasian/white, non-Hispanic. That number dropped significantly, to 64 percent, in 2011.In an industry that, at times, seems dominated by men, the SIA’s Snow Fashion and Trends Show will include a benefit for the Outdoor Industries Women’s Coalition, daring men to don lipstick and high heels and work the ramp to raise funds for OIWC’s educational programs.Building on this theme, SIA Director of Research Kelly Davis will moderate an all-star panel of snow sports professionals on Friday morning, focusing on women in the marketplace and their influence on friends, colleagues and family members.andamp;#8212; Arn Menconi, executive director of Avon-based youth nonprofit SOS Outreach, is on the road attending various ski and snowboard industry trade shows and conferences. He’ll be sending periodic dispatches from the events, telling readers what’s new and interesting in the world of snow sports. This dispatch comes from the SnowSports Industries America-Snow Show in Denver.