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Australian Snowboard Shop Describes Winter Season During Pandemic

“Let’s protect what we have”. Having now finished their winter season, one of Australia’s largest snowboard stores The Melbourne Snowboard Centre encourages distributors, retailers and brands around the world to support each other. Through government-imposed lockdown the shop lost their snow season in Victoria, but equipped with an online-store and a positive attitude, the shop adjusted to customer trends selling hardgoods and neck tubes. We touch base with this Australian store to explore the opportunities and threats a snowboard retailer faces during the pandemic.

Tell us about the closure process and reopening plans. How this was affected by COVID-19?
We’ve had a very up and down battle with Covid-19. With the initial wave of infections in Australia, we went into lockdown and whilst we’re not required to close our store, we decided to play our part and close our shop, whilst continuing to ship orders online. We got through that period of 5-6 weeks and re-opened with an opening season sale, albeit a little bit late. We had a good sale period prior to when the mountains were scheduled to open. Unfortunately, as the mountains opened, within that week we were placed into another lockdown, restricting anyone from Metropolitan Melbourne from travelling to Regional Victoria (where the mountains are). Fast forward 3 weeks and we were placed into a hard lockdown (stage 4) and are now only allowed 5 km from home for a period of 1h per day. Unfortunately, Metro Melbourne is minimum 3 hours from any form of the snow mountain. This 6-week lockdown has just been extended to 12 weeks, and so, unfortunately, we will now miss all of our snow season in Victoria. However, New South Wales was able to get a restricted capacity season going ahead. Our focus this entire season has been nearly exclusively online.

What is the current policy for visitors in Australia?
At present, only residents are allowed to enter Australia, and only certain states are allowing them to return. Upon arrival, they must do 2 weeks of isolation and pass a negative Covid test prior to re-entering the public. (mid-September update)

Your online business was active throughout the lockdown, what were the trending categories?
Categories varied. We had an initial run on hardgoods due to a season going ahead with Covid-19 prevention practices in place. Once the second lockdown was imposed and mandatory facemasks brought in, naturally we had a big run on neck tubes.

What 20/21 products and brands have performed well?
Our staple lines for 20-21 have again performed well, even with the current adversity. Burton Custom’s, Capita DOA’s and Super DOA’s, Bataleons and Ride Warpigs. The usual sought-after items, that we usually sell out of. Oh, and Burton Step On, not sure if you’ve heard of it, haha!

Did you do anything unusual/special to boost sales?
We make a point of keeping our social media fun and interesting. After all, we’re in the enjoyment game. If customers are bombarded with sale posts day in day out, they’re quick to switch off. It’s not the message we want to send either. We’re a shop run by people for people and have added an increased effort in our social interaction. For some people, browsing our website is a source of enjoyment, not just a way of purchasing and we need to keep that in mind. By doing the above, once the consumer is ready to make their purchase, we’re the first ones they call upon.

Please tell us the opportunities you see arising from COVID-19.
Covid-19 has given us a right old telling-to. It’s reminded us that things can and will at some stage go pear shaped. What it’s also taught us though, is that even when something is affecting the entire world, there are consumers out there that still need product. Sure, they can’t go and use it right away, but in the act of buying a snow product, they’re immersing themselves in the mindset of snowboarding, of getting to be back out on the hill with friends. The opportunity here is that, when other stores may not be equipped to trade in a pandemic (ie. have an online store with an up to date catalogue of stock) it’s the perfect time to get yours out there.

What advice do you have for European resorts, brands and retailers?
Let’s protect what we have. At present, it feels as if international travel is a ways off. There are going to be struggles everywhere leading into a season with no international financial influence. Look after the other guys, whether they’re stores or distributors of brands themselves. We all need each other to be in business to survive. The brands need the distributors and the distributors need the retailers, and vice versa. And make sure you get some days on the hill yourself, it makes fighting for what we love all the more worth it!