First Edition Of National Snow Show A Success, 9723 Attend

Last weekend (23-24 Oct 2021) saw the first ever National Snow Show at the NEC, Birmingham, with nearly 10,000 visitors and 150 exhibitors attending the two-day exhibition. Organisers have dubbed the event a ‘phenomenal success’ despite hugely challenging circumstances for the entire industry.

After 16 months of planning the event kicked off with snowsports legends Chemmy Alcott, Billy Morgan, Jamie Nicholls and host Scott Penman meeting visitors and handing out goodies to over 500 visitors who were waiting for the doors to open, before cutting the ribbon and declaring the show open. The event quickly filled, and the visitor numbers were steady throughout the event.

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.”

The show played host to brands including K2, Ski Exchange, Decathlon, Salomon, AfterJam, OOSC, Dalbello, Marker, Volkl, Planks, Picture Organic and Oneskee to name a few.

Not just an opportunity to shop the latest gear, the show hosted beginners ski and snowboard lessons on the SnowDome dry slope, saw some incredible demonstrations and lessons on the Skate Mini Ramp from Graystone Action Sports, tested people’s endurance and strength in the RAF Nordic Biathlon experience, and pitted friend against friend on the Palm Culture Balance Board feature.

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.”