“In order to find the best possible arrangement for our customers, we spoke to many industry representatives, and, in accordance with their response, decided to postpone ispo winter by one week. We are in contact with SIA to discuss options to avoid future conflicts between the two events. This one-time date change is a solution for our national and international exhibitors and visitors, allowing them to take part in both trade shows to be able to cover all important markets,” explains Tobias Gröber, Business Unit Leader Consumer Goods for Messe München GmbH.
 
 

General Conditions:
In the coming years sweeping changes will impact the ski market:

• In 2050 a third of the population of the more developed countries will be aged 60 years and above. Older people will become an important target group for the ski market of the future.
• Experts predict an increase in global temperature by 1°C by the year 2020, and another degree higher by 2050. Global warming impacts snow conditions in the ski resorts. The relocation of ski areas to higher elevations and the development of new regions and locations are highly likely.
• The operation of lift and snowmaking equipment will become even less profitable thanks to the global shortage of non-renewable resources as well as the increasing cost of energy.
• Climate and environmental conditions will affect people’s environmental awareness.

 
“In order to strengthen one’s position in the ski market on a long-term basis, sporting goods manufacturers will need to reposition themselves on three strategic levels. To begin with, up-and-coming business markets such as China, Russia, and Eastern Europe offer a number of opportunities for the ski market. Secondly, they need to determine which target groups to work with. Nature-oriented and environmentally conscious skiers have different requirements than technology- or lifestyle-oriented winter sports fans. Thirdly, product selections have to be tailor-made to be able to fulfill the demands of their intended target group as well as fill market niches,” says Markus Hefter, head of the ispo team.

A study on the future of skiing by ispo shows the growth opportunities for winter sports in the next 20 to 50 years in four visionary scenarios.

Skiing as part of a year-round mountain sports adventure
Athletically active families as well as high-tech and fashion-oriented skiers will continue to consider skiing an attractive winter sports experience. They frequent large, mid-elevation ski resort, developed to handle large numbers of visitors. In order to keep this type of ski operation in business and to protect the ski market in the future, the ski industry needs to invest in existing resorts, and ensure that these locations can also generate profits for their operators during the summer months. By offering a variety of leisure activities these mountain regions can be used year-round as recreation and adventure resorts. Suppliers will have the opportunity to be on location at new ski resorts and thus gain new customers. A multi-faceted selection of technical, intelligent, and trendy products should be offered to attract a widespread target group: from Wearable Technologies, such as multi-function jackets with integrated GPS, trendy earmuffs with integrated iPod, to fashionable, head-to-toe gear, and special safety equipment.
To ensure that skiing remains attractive to the entire family, a larger portfolio of kid- and family-friendly products is required. In high demand are ski equipment and apparel specifically designed for children, fulfilling high functionality and safety aspects thanks to the use of intelligent technology and durable materials. In addition, there is potential in rental concepts satisfying the requirements of daytrippers and families with children.
 
Skiing as a nature adventure
In addition to mass ski tourism there is a new ski trend putting the spotlight on enjoying the sport as a nature adventure. There are already a number of ecologically oriented vacation resorts in the Alps, operating without motorized traffic thanks to slope-side accommodations and beneficial infrastructure. Bio-hotels offer sustainability-oriented rooms with running water from mountain streams, and use only eco-friendly cleaning agents. People who enjoy his type of vacation live an environmentally aware and responsible lifestyle and want to help protect nature. Manufacturers can respond to this demand for LOHAS (Lifestyle of Health and Sustainability) by using eco-friendly and recyclable materials in their production. In order to create long-term loyalty among this target group the companies need to show that they are committed to the movement, for example by offering details on their ecologically sustainable production methods, or their involvement in environmental projects in the various ski resorts. There is demand for multi-function equipment, enabling the user to switch between touring, alpine, and Telemark skiing, at the same time offering a high level of safety and dependability.
 
Skiing as an urban adventure
Away from natural mountain slopes and traditional winter sports regions skiing will evolve into a new form of leisure activity in cities and urban areas. Trend-conscious and fun-oriented city dwellers can enjoy winter sports independent of the season or the weather conditions in multi-functional ski arenas. These recreation offers attract a broad audience by combining them with additional activities such as fitness and wellness. This is a chance for the ski industry to gain a completely new target group. A new sales market is waiting, in particular for the sportstyle segment. Manufacturers need to design new athletic wear suitable for use in the ski arena as well as in everyday life. Manufacturers need to focus increasingly on materials suitable for artificial surfaces. Another area experiencing consistent growth is the rental of skis, boots, and bindings that have been specifically developed for use in ski arenas and are easily adjustable and extremely durable.
 
Skiing as a virtual adventure
Thanks to advances in virtual display technology the future will hold yet another way to experience skiing. Fans of the white sport can hit the virtual slopes on ski simulators and test their mettle in virtual competitions. This modern entertainment technology offers a new platform for skiing, and is an opportunity to revive its image among young, high-tech enthusiasts, thus enticing a new generation to enjoy the sport.
 
About the study
The study “The Future Of Skiing” was performed by SportKreativWerkstatt on behalf of ispo. The four developed schemes are based on extensive analysis of future background conditions and possible innovation potential. The study took into account demographic, economic, technological, as well as environmental and ski-specific trends, and integrated a poll among 30 experts.
The study offers a detailed description of the different scenarios in regard to the various user types, locations, infrastructure, products and services, and provides useful advice for the ski industry. Image material of all scenarios is available in high-resolution quality.
 
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Under the terms of the new agreement ispo winter and Kanumesse will be present at each other’s events. The information booth of Kanumesse, the international canoeing sports trade show, will be located in the Outdoor area, in the passage between the East entrance and hall B6 at the New Munich Trade Fair. Visitors will have the opportunity to get first-hand information on Kanumesse and find out what opportunities and potential this market offers.
 
Canoe sports innovations have long made their way into the outdoor, camping, leisure, and fishing retail stores. This is a clear indication that individual sports segments are no longer strictly divided, resulting in many beneficial synergies waiting to be taken advantage of. What started with waterproof packs has become a successful supplementary business for resourceful retailers: from collapsible boats, fishing kayaks, to easy-to-use boats for everyone – the industry is ready for the market of the future. The sport has also undergone an image change from extreme sport to a leisure activity, which currently boasts the highest growth rate. 
 
More information is available at www.ispo.com or www.kanumesse.de
 
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• modification of ispo access (registration) system
• improved of visitor statistics evaluation

This exciting initiative will focus on new registration system which is being launched at ispo winter 2009, being held from February 1st to the 4th, at the New Munich Trade Fair Center. In addition to the new booking process and pricing structure, the system will enable to show organizers to generate even more accurate numbers on trade visitor frequency and quality at what is the world’s largest sport and sportstyle trade show. Personalization of all access passes, including those issued to exhibitors will allow Messe München GmbH’s registration team to generate accurate retracking scans of booth visitors to highlight return attendances. The new system will also reduce the possibility of visitors registering with exhibitor tickets, and therefore avoid incorrect retail statistics.


Following simple online registration of personal data, access passes for exhibitors and visitors can be ordered at the ispo website, following which a confirmation voucher will be issued by email. On presentation of the voucher at scanner locations at the trade show entrances the tickets will be printed tickets will no longer be mailed out although they can still be purchased at the box office on arrival at ispo.
 
The new pricing system will take into account online and box office sales and in order to attract more visitors and to encourage repeat visits, tickets ordered online will be sold at a very attractive discounted rate. Those who pre-purchase their access pass online can do so for just 10 Euro for a day ticket, while the same ticket will cost 40 Euro if purchased on the day of the visit. 
 
Exhibitors wishing to invite their trade customers to ispo, will now be able to do so with the help of a Visitor Voucher/ E-Visitor Voucher. The former “guest pass” is only 10 Euro and will becharged to the exhibitor only if the voucher is actually redeemed. In addition, ispo is able to provide exhibitors with an E-Visitor Kit to help promote their attendance at the show to their retail contacts. This easy to email information includes a range of visitor information, show highlights,  Munich guides and advice on  travel alternatives.
 
Exhibitors will also receive considerable discounts when planning their booth personnel in advance: the cost for a full event pass for each additional staff member not already included in the booth price (depending on booth size) is 35 Euro if purchased online, or 60 Euro per person, if purchased at the event. To offer exhibitors an attractive option for a day at the show, the day ticket for exhibitors has been re-activated and is obtainable online for a charge of 15 Euro.
A detailed listing of the new pricing structure is available at www.ispo.com
 
 
 
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