After the sale of its B2B fair, the SIA Snow Show, to Outdoor Retailer in May 2017, Snowsports Industries America (SIA) has now turned its focus to B2C events, announcing its intention to acquire the consumer-focused Boston and Denver Ski and Snowboard Expos from their current owner, BEWI Productions. The American snow industry association understands that creating a direct connection with the consumer is critical to the future success of its membership, which is made up of stakeholders from across the industry including suppliers, retailers, reps and resorts, and that such B2C shows can function as a valuable consumer activation for the entire outdoor industry. The transaction is expected to close by the end of the year and is subject to certain conditions. Thereafter, SIA plans to start the transformation of the Denver and Boston shows in the autumn of 2020, with an eye to expanding to additional cities in the U.S., thereby creating a nationwide network of consumer-focused events for the industry.