SIA Snow Show to be acquired by Emerald Expositions

As reported by multiple media outlets,  SIA Snow Show will be acquired by Emerald Expositions for $16.7 million.

SIA acquired

Emerald Expositions is the parent company of tradeshows that include Outdoor Retailer, Surf Expo, Interbike and more.

With the purchase of the SIA tradeshow, many expect the result will be a merger of it and Outdoor Retailer into one mammoth winter tradeshow.

According to SGB Media, news of the sale was sent directly to SIA members only. Transworld Business reached out to SIA representatives, and received this response:

“SIA’s leadership has been discussing over the past year what we can do to to further our mission of helping the winter sports industry thrive. We have been exploring any and all possibilities that could lessen the stresses facing the snow industry and are always looking to improve the winter sports business.”

At publishing time, SIA had not released an official statement to the press. Emerald Expositions declined to comment.

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SGB Media reported that according to documents their staff obtained, it appears SIA’s Board of Directors has unanimously approved the potential sale.

"SIA has been presented with an incredible opportunity," wrote SIA in its note to members. "Emerald Expositions has come forward with a viable offer to purchase the Snow Show and the SIA Board of Directors is unanimously in favor of such a sale. Given that SIA has successfully been in the tradeshow business for the last 50 years, this was a decision that did not come lightly. However, after much discussion and debate, the Board of Directors felt strongly that Emerald would be a good steward for the Snow Show."

According to The Denver Post, pending approval of the sale, acquiring SIA would leave Emerald Expositions one step closer to bringing the Outdoor Retailer tradeshow to Denver, following the show’s controversy with the Utah government earlier this year.

With the current retail climate affecting the snow industry (and industries beyond its reach) the fate of SIA as a standalone tradeshow may come into question following a merger. However, according to the internal SIA documents, SIA is here to stay. The deal, according to the letter, allows SIA more room to focus on research, education, participation, consumer outreach and retail support.

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