Raccoon Events Expands U.S. Footprint With Snowbound Expo Acquisition

March 16, 2022

U.K.-based Raccoon Events has made its first acquisition, as it continues to expand its U.S. footprint by forging a long-term partnership with Snowsports Industries America in conjunction with the B2C event Snowbound Expo. Terms of the deal were not disclosed. 

The partnership is a win for consumers and exhibitors alike and combines Raccoon’s success as a consumer show organizer with SIA’s know-how and reach as the leader of the winter outdoor industry.

“This is an exciting development for our U.S, business and is a sign of our continued ambition to deliver exciting and engaging B2C events for specialist self-identifying consumers passionate about health and well-being,” said Raccoon Events CEO Mike Seaman.

He added.  “SIA is the perfect partner in this venture and shares our vision to create an inclusive event that is environmentally sensitive and built around a premium start-of-season retail experience.”

Scheduled to take place Nov. 18-20 at Boston's Hynes Convention Center, Snowbound Expo will be an oasis for winter outdoor enthusiasts providing a comprehensive retail experience, a first-class speaker line-up and a plethora of interactive features.

“Consumers are a major initiative for SIA. This partnership allows us to serve our members with best-in-class consumer show opportunities both here and abroad and offer a premium experience for the consumer and the entire winter outdoor community,” said SIA President Nick Sargent.

He added, “We are excited to partner with Raccoon to grow and evolve the Snowbound experience.”

There are several exhibitors confirmed already, including Burton Snowboards, Killington Resort and Tecnica Group brands of Blizzard, Nordica & Tecnica, to name a few.

While SIA members still will have access to preferential pricing, all exhibitors will benefit from Raccoon’s consumer-oriented approach to winter outdoor shows both in the U.S. and in the U.K. Raccoon’s guiding principles are based on sustainability, inclusion and a premium in-season retail experience.

The three-day event will span approximately 112,000 square feet of space. The show will play host to some of the snow scene’s biggest names, including six-time Olympic medalist Bode Miller, ski legend Dan Egan, alpinist Philip Henderson, ice climber Lindsay Fixmer, mountain athlete and storyteller Dani Reyes-Acosta, downhill World Cup racer Douglas Lewis and backcountry adaptive skier Vasu Sojitra, who will lead a packed schedule of talks on the Seirus Inspiration Stage.

Snowbound

There also will be a series of workshops in the Snow Skills Theater, providing new and experienced winter enthusiasts with an armory of information and advice to get started or advance in their chosen winter sport.

The Expo, which is expected to play host to more than 10,000 winter outdoor consumers and 140-plus exhibitors, will provide brands and retailers with the perfect opportunity to speak directly to consumers, helping kit them out with the right gear for the winter season ahead. In addition to the latest gear and kit, resorts, destinations and tour operators will be on-site to help plan, offer advice and book the perfect winter adventure.   

“We are very excited,” Seaman said. “It’s going to be fun!”

He added that future plans include launching more regional Snowbound events in the U.S. – “We think this is something that could really explode.”

Raccoon Events has a busy upcoming year in the U.S, with the launches of The Run Show USA  events in Chicago and L.A. Next year also will see the launch of The Run Show USA in Boston.                                                               

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Less than six months ago, Lisa Messina joined the Las Vegas Convention and Visitors Authority (LVCVA) as the first-ever chief sales officer after leading the sales team at Caesars Entertainment. A 12-year Las Vegas resident, Messina is a graduate of Cornell University’s School of Hotel Administration and serves on MPI International’s board of directors. TSNN had a chance to catch up with this dynamic leader and talk to her about her vision for the new role, current shifts in the trade show industry, creating more diversity and equity within the organization, and advice to future female leaders. Lisa Messina, Chief Sales Officer, LVCVA With Las Vegas becoming The Greatest Arena on EarthTM, what are some of the things you’re most excited about in your role? Our team was at The Big Game’s handoff ceremony earlier this month, and I couldn’t help but think, “We’re going to crush it next year!”  These high-profile events and venues not only drive excitement, but also provide unmatched opportunities for event planners. Allegiant Stadium hosts events from 10 to 65,000 people and offers on-field experiences. Formula 1 Grand Prix will take place in Las Vegas in November, after the year-one F1 race, the four-story paddock building will be available for buyouts and will also offer daily ride-along experiences that will be available for groups. And, of course, the MSG Sphere officially announced that it will open in September, ahead of schedule, with a U2 residency. It’s going to be the most technologically advanced venue as far as lighting, sound, feel, and even scent, and it will be available for buyouts and next-level sponsorships inside and outside. There’s no ceiling to what you can do when you’re doing events in Las Vegas.  Allegiant Stadium As the trade show and convention business returns to the pre-pandemic levels, what shifts are you noticing and how do you think they will impact the industry going forward? Our trade show organizers are very focused on driving customer experience. Most of our organizers are reporting stronger exhibitor numbers and increased numbers of new exhibitors, with trade shows proving to be almost or above 2019 levels. Now our organizers are really doubling down on driving attendance and focusing on the data to provide that individualized, customized experience to help attendees meet their goals and get the best value. Some companies continue to be cautiously optimistic with their organizational spend when it comes to sending attendees, but I think it will continue to improve. As the U.S. Travel Association makes more progress on the U.S. visa situation, we also expect a growing influx of international attendees. What are some innovative ways the LVCVA helps trade show and convention organizers deliver the most value for their events? We focus on customer experience in the same way that trade show organizers are thinking about it. We got rave reviews with the West Hall Expansion of the Las Vegas Convention Center (LVCC), so over the next two years, we will be renovating the North and the Central halls, which will include not just the same look and feel, but also the digital experiences that can be leveraged for branding and sponsorship opportunities.  Vegas Loop, the underground transportation system designed by The Boring Company, is also a way we have enhanced the customer experience. Vegas Loop at the LVCC has transported more than 900,000 convention attendees across the campus since its 2021 launch. Last summer, Resorts World and The Boring Company opened the first resort stop at the Resorts World Las Vegas , with plans to expand throughout the resort corridor, including downtown Las Vegas, Allegiant Stadium and Harry Reid International Airport. The LVCVA also purchased the Las Vegas Monorail in 2020, the 3.9-mile-long elevated transportation system that connects eight resorts directly to the convention center campus. This is the only rail system in the world that integrates fares directly into show badges and registration. For trade show organizers, these transportation options mean saving time, money and effort when it comes to moving groups from the hotels to LVCC and around the city. Also, the more we can focus on building the infrastructure around the convention center, the more it supports the customer experience and ultimately supports our trade show organizers. Scheduled to debut in Q4, Fontainebleau Las Vegas will offer 3,700 hotel rooms and 550,000 square feet of meeting and convention space next to LVCC.  What are some of the plans for advancing DEI (diversity, equity and inclusion) within your organization? We’re currently partnering with instead of working with a leading consulting firm, to lay the foundation and create a solid DEI plan and be the leader when it comes to DEI initiatives. The heart of that journey with the consulting firm is also talking to our customers about their strategic approaches to DEI and driving innovation in this space.  What are your favorite ways to recharge? My husband and I have an RV and we’re outdoorsy people. So, while we have over 150,000 world-class hotel rooms and renowned restaurants right outside our doorstep, one of my favorite things to do is get out to Red Rock Canyon, the Valley of Fire, and Lake Mead. Five of the top national parks are within a three-hour drive from Las Vegas, so there’s a lot you can do. We love balancing the energy of Las Vegas with nature, and we’re noticing that a lot of attendees add activities off the Strip when they come here.  Valley of Fire What advice would you give to women following leadership paths in destination marketing? I think it’s about being laser-focused on what you want to accomplish; building a team around you that lifts you and helps you achieve your goals; and being humble and realizing that you do it as a group. No one gets this done alone. Thankfully, there are a lot of women in leadership in this organization, in our customers’ organizations, and in this city that we can be really proud of. We’re a formidable force that is making things happen.   This interview has been edited and condensed. This article is exclusively sponsored by the Las Vegas Convention & Visitors Authority. For more information, visit HERE.