The London Ski & Snowboard Festival is Back
30th November 2021
Last modified on December 5th, 2021
It will take place in October 2022 and claims to be a great event and launchpad for the season – bigger, better, brighter. Will it live up to expectations? PlanetSKI reports from the launch event.
There is no doubt UK Ski Shows (festivals) have become a bit dull in recent years.
The revamped London Ski and Snowboard Festival at the Evolution in Battersea is promising those days are over.
It runs from October 27th – 30th 2022.
“Ski shows are like rather dull trade fairs. We will be putting on a show that puts a fizz in your blood and makes the hairs on the back of your neck stand up,” said the man organising proceedings, Greg Lawson, the CEO of Smart Group.
“We view people coming as guests.”
“What we are creating is a ‘come alive show’, an experiential event celebrating ‘Avant’ in the daytime with a dream-like ski village, packed with activities for adults and children alike.
“Then morphing seamlessly into night-time, a vibrant, hedonistic world of après.”
Judging by the launch event, the signs are good in our opinion at PlanetSKI.
It looked like a venue worth heading to.
The welcome was enthusiastic.
And inside was a flavour of what the event will be about.
The Festival will be split into two distinct sessions – Avant for the daytime and Après for the evening with tickets available for both, or for individual sessions.
- Exhibition including the top worldwide resorts, holiday companies, ski gear, technology
- Fashion shows
- Competition on the ski jump
- Cook Off
- Street Food & Bars
- Ski & board tests and children’s lessons on real snow
- High energy après party, bands, DJs, dancers.
- ‘Mad Max meets Eddie the Eagle’ on the 140ft ski jump with dare devil performers.
- Tobogganing by torch light
- Alpine bar culture and street food
The former Olympic skier Chemmy Alcott will host the show.
Also there is DJ BBQ, Warren Smith, Team GB and more.
Confirmed exhibitors are Norway, Tirol, Crystal, Inghams and Planks.
The London Ski Show – as it used to be known – was once an institution, a firm date in the diary for snowsport fans.
But over the years visitor numbers declined and major exhibitors pulled out.
It was held at a variety of locations in the course of its 46-year history and, in 2015, it moved to to Battersea Park.
A big revamp – including turning it into more of an alpine experience than a major exhibition – failed to rescue it from the chop.
In March 2020 Telegraph Events decided to pull the plug:
Here are draft plans for the new October 2022 event.
Smart Group, that is now running the show, is a hospitality, catering and event management business with more than 20 years of experience.
They’re hoping to attract 18,000 visitors and 120 exhibitors.
30% to 35% will be retail exhibitors and brands.
The rest will be resorts and regional/national tourist offices.
One of the main exhibitors is set to be Norway Home of Skiing, NHOS.
At the launch event Trevor de Villiers, the CEO of NHOS, added his comments.
“It is so lovely to see all the people from the UK ski industry at this launch event,” said Trevor.
“We are passionate about skiing in Norway and will be behind this event.
“Greg is bringing back the fun and excitement to a ski show.”
The big question is whether it will succeed in drawing the crowds and making enough money to survive.
Time will tell, but here at PlanetSKI we are enthused.
Bring it on….
Ticket prices are currently £15 for the day (avant) and £20 for the evening (apres).
A pass for both is £25.
It is £40 for a family ticket.