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New Hampshire SnoDeo unites dealerships with enthusiasts

As an industry, snowmobiling — more so than other powersports segments — is susceptible to poor weather conditions. Yet even while the weather wasn’t ideal at the 26th Annual SnoDeo in March, the large crowds proved to be beneficial for attending dealers. 

Hosted by the Swift Diamond Riders Snowmobile Club, SnoDeo was named “One of The Top 10 Must Experience Snowmobile Events” by Snow Goer. The event brings together snowmobile enthusiasts from across the Northeast to Stewartstown, New Hampshire, to demo the new models and browse a variety of vendors. 

As the Northeast was hit with four Nor’easters in the weeks following the show, the timing of this year’s SnoDeo coming before the big snow wasn’t ideal. Nonetheless, for Naults Powersports of Manchester, New Hampshire, it was a successful trip as an exibitor.

“It would have been a lot better had we had more snow, but it was a good show,” said Naults sales manager Hugh Miller told Powersports Business. 

The Swift Diamond Riders Snowmobile Club annually hosts SnoDeo, “One of the Top 10 Must Experience Snowmobile Events” in the U.S., according to SnowGoer magazine. Photos courtesy of New Hampshire SnoDeo

Miller added that it used to be on the schedule each year for the dealership, but slumping attendance in recent years and a shorthanded staff led to Naults Powersports opting to not exhibit for a few seasons. But setting up a booth at this year’s event was highly beneficial; Naults Powersports sold three Artic Cat sleds at the event, and Miller anticipated that the dealership would sell twice that number following the event. 

“We will definitely get follow-up sales. Every year that I’ve gone I’ve found that you see people up there and you talk to them and when it’s time to make that purchase, they usually give you a call if you left a good impression on them,” Miller said. 

Jericho Outdoors of Berlin, New Hampshire, was another dealership participating in the 2018 SnoDeo festivities. Owner Luc Dube said that he wanted to get some exposure for his Arctic Cat dealership, as it is only two years old. While he received some interest from potential customers for placing spring guarantees, he’s unsure if he will be back next year. 

“We’re a fairly new dealership so we wanted to get our name out there, but we’re debating on going next year,” Dube said. 

The element of weather at an event that depends on it is a constant variable. Unsavory conditions can have a strong impact on attendance, and potential customers. But events like New Hampshire’s SnoDeo — especially those that fall outside or on the edge of the peak season — can be a great way to sell units and generate exposure, especially as riders head into the offseason, eyeing the new lineup of units.

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