Snow Show at the Colorado Convention Center put on by SnowSports Industry America has hundreds of vendors from equipment, to apparel, to electronics.
In the snowboard category, Burton still reign supreme. Not because of the flashy booth complete with a giant mountain and bar in the middle of the giant tradeshow floor, or the big name celebrities (Pepa of Salt-N-Pepa fame), or two well know riders announcing contest winners and making appearances at the "booth." But, they continue to innovate snowboards - in particular, in the young person (read kids) category. They have amazing technologies that even the best riders in the world chose to "ride for Burton."
Beyond the technology, which is all fine and well for the accomplished rider. The new rider is looking for a great look (the graphic is called the "top sheet") and a name that they know recognize. A new rider doesn't really need the highest technology and needs to hit a decent price point that will allow them to get the board, bindings, boots and even a lift ticket or two. Burton does a great job of utilizing amazing partnerships - this year (2012) they introduced Muppets boards - and next year (2013) comes the Star Wars Boards.
Burton does a great job of putting young riders in the right board. (Their website has an amazing tool to explain what kind of board you should choose - and what the sales people are even talking about when they say stuff like "rocker" and "camber"). Then adds the wow factor that initially pulls in a young snowboarders. Plus, Burton continues to refine technology that keeps snowboarders coming back for more. They are doing a good job of bridging the gap of peopel that are really into the sport and those just getting into it.
Burton has been in the apparel side of the business for a while, and they have a L.A.M.B. line (yeah, the Gwen Stephani stuff) - their boards remain what makes them such an amazing company.
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