When I go snowboarding and look down at people riding from the chairlift...it seems a vast majority are beginners or weekend-warrior intermediates at best. But none of the ski shops or snowboard companies want to reach out to them. Most snowboarders (even a lot of instructors) look down on them and make fun of them.

I don't blame those people for buying at a big-box store that's easy and caters to the general public or a website that's anonymous. It's not complicated or judgmental (it may not be the best equipment recommendation, but they get in and out and can stop by Home Depot from the same parking lot).

People ultimately want friendly, knowledgeable service. Beginners are willing to take the friendly (or even self-serve) without the knowledge if it means they won't be intimidated. Small shops need to provide that to beginners and families without sounding too core, too judgmental or too technical.

Oh, and they should all get on board with the web. "Multi-channel" consumers spend a great deal more money than shoppers who use just one channel. Having a website, Facebook, Twitter, store, affiliate program, direct mail, etc gives consumers multiple ways to connect with a company and grow sales (both in-store and online).

professor droppin knowledge! props man. No doubt we all gotta remember not to bite the hand that feeds us.

@SnowProfessor

excellent point!

As a shop manager, our motto is this:
We are living the dream and most of our customers are only in their dream. So we help to perpetuate their dreams and guide them "to live it" as we do. It all starts with, "Hey, did you guys ride today?"

Multi-channel and the internet has allowed our shop to grow. Everyone walks out of the shop with our URL. We are not even going to try and compete with the rental shops or Big Box Burton Dealers.

http://business.transworld.net/2009/03/16/active-rideshop-to-close-shops-before-april-1st/

Another one slowly bites the dust. Then again when you're selling your Burton back stock to Wal Mart to survive there's issues.

Slightly related to this conversation with the discussion of welcoming new riders. Interesting article about how Burton is reaching beginners: http://business.transworld.net/2009/03/17/future-shred-burton-academy-develops-retention-focused-teaching-model/

This takes the idea of multi-channel to a real-world level. It's not just a store or website or direct mail coupon. The snowboard company is actually ON the hill with you. Interesting idea...on the right track...but not scalable what-so-ever. If I'm from Bloomington, MN this wouldn't help me too much.

Here's what Johnny had to say over at south of the north.
http://southofthenorth.blogspot.com/2009/03/take-action-and-support-your-local.html

not where i am from we support our locals

@ Keith Luker.... That's how it should be...

According to SportsOneSource: The Sports Authority will hold grand opening ceremonies for nine new locations across the country on Apr. 4. Once those stores open, the Sports Authority will own and operate 463 stores in 45 states.

According to the retailer’s website, new stores will be opening in East Palo Alto and Moreno Valley, CA; Mesa, AZ; Fenton, IL; San Antonio and New League, TX; Spring Hill, FL; Warwick, RI; and Secaucus, NJ.

The website notes that 15 stores have recently opened in: Orem, UT; Goodyear, AZ; Kailua-Kona and Kapolei, HI; Greeley, CO; Pasadena, TX; Mansfield, TX; Coon Rapids, MN; Omaha, NE; Hoffman Estates, IL; Cherry Hill and Sewell, NJ; and Delray Beach, Ft. Myers and Homestead, FL.

According to the San Antonio Business Journal, Greg Waters, chief operating officer for the Sports Authority, said, “We’re looking to expand our footprint in cities and towns that boast an active sports community, whether it’s as a fan or a dedicated participant,” Waters says. “Our formula of offering leading sporting goods brands and a consumer-friendly shopping experience has helped fuel this growth.”

Bring on more price point crap!