Purveyors of Colorado’s biggest September ski-equipment sales are hoping a downhill economy won’t leave revenues in a drift.
Two economic theories are in play: Sales will be decimated by the weak economy, or budget-conscious shoppers will be looking harder than ever for bargains.
Not surprisingly, store owners hope for the latter.
“I’m not going to say that sales will be unbelievable and huge,” said Ken Gart, president of Denver-based Specialty Sports Venture, whose Colorado Ski & Golf stores kick off their Ski Rex sale Saturday. “But I think that if people are going to buy stuff, they realize this is the time to do it, so I’m expecting good volume.”
Ironically, customers can benefit from the weak economy, Gart said.
That’s because Specialty Sports has been able to negotiate better-than-usual prices from inventory-saddled manufacturers and suppliers. Those bargains, in turn, are passed on to shoppers, with more products priced at the maximum advertised discount — 70 to 75 percent off — than in previous years, Gart said.
“The whole industry has had challenges, and we were able to load up on some good deals,” he said. “People understand the competitive nature of Ski Rex and Sniagrab — I’m not going to pretend our competitor doesn’t exist — and people see it as a buying opportunity.”
Similar sentiments exist at Englewood- based Sports Authority, operator of the 55- year-old Sniagrab.
“Our vendors have sharpened their prices in order to clear inventory,” said Greg Waters, Sports Authority’s chief operating officer. “That means we’ve sharpened our pencils.”
Advertised discounts will reach as high as 75 percent this year, compared with last year’s 70 percent, Waters said.
Customer interest this year at Sniagrab — “bargains” spelled backward — appears to be immune to the recession, if the tradition of camping outside the Sportscastle at 1000 Broadway prior to the sale is an indicator.
This year, the first customer pitched camp 10 days before the Sept. 5 sales launch — earlier than any previous year, store officials said.
The weak economy could have negative and positive impacts on ski-equipment sales, said Kelly Davis, director of research at Snowsports Industries America, a trade group.
Uncertainty about jobs and fragile consumer confidence could dampen sales, she said.
Still, skier demographics — typically, households that ski have at least one college graduate — point toward better economic conditions.
“In the snow-sports demographic, things seem to have stabilized a bit,” Davis said. “Consumer confidence and employment in that sector have a better outlook.”
Steve Raabe: 303-954-1948 or sraabe@denverpost.com
Ready, set, buy
If it’s Labor Day weekend, can ski season be far behind? Ski-equipment sales in Colorado:
Powder Daze | Christy Sports
Skinny: Today-Sept. 13; hours vary
Location: Park Meadows Mall, 8691 Park Meadows Center Drive
Ski Rex | Colorado Ski & Golf
Skinny: Saturday 9 a.m.-6 p.m., Sunday and Monday 10 a.m.-5 p.m.
Locations: Aurora, 2650 S. Havana St.; Arvada, 7715 Wadsworth Blvd.; Littleton, 8100 W. Crestline Ave.; Colorado Springs, 2454 Montbello Square Drive; Boulder (Boulder Ski Deals), 2525 Arapahoe Ave.
Sniagrab | Sports Authority
Skinny: Saturday-Monday, longer at some stores; hours vary
Locations: Denver Sportscastle, 1000 Broadway; Fort Collins, 425 S. College Drive; Boulder, 3320 N. 28th St.; Littleton, 8055 W. Bowles Ave.; Colorado Springs, 1409 N. Academy Blvd.; Colorado Springs, 7730 N. Academy Blvd.; Parker, 11445 S. 20 Mile Road; Glenwood Springs, 125 E. Meadows Drive; Grand Junction, 2424 Highways 6 and 50
Steve Raabe
