The SIA Snow Show, one of the biggest annual events booked at the Colorado Convention Center, has signed a 10-year extension with the facility on top of its existing contract, ensuring it will remain in Denver through at least 2030. The show moved from Las Vegas to Denver in 2010, enabling it to add two days of on-mountain demonstrations.
The show, which runs from Thursday through Sunday this week, attracts some 18,000 snow-sports industry members and generates an economic impact of $35 million. It’s been responsible for the booking of about 15,000 hotel-room-nights a year, which is especially valuable because it occurs during the second-lightest month of the year for hotel visitation in the Denver.
“We are thrilled to continue our partnership with SIA,” said Rachel Benedick, vice president of sales and services at Visit Denver, the city’s convention and visitors bureau, which books the convention center. “When we booked the SIA Snow Show, it was the largest multi-year booking in Denver’s history. This new contract continues the record success we have seen in partnering with this organization.”