UPDATE - Jan. 28, 2011: The Snow Show is well underway. Follow our floor reporters throughout the weekend at OnTheSnow's Facebook and Twitter pages. They are filing lots of info on trends in fashion, skis, snowboards, and accessories. Come back here Monday and open up Gear Trends 2012 for a complete round up of what's coming for next winter.

It'll look a lot like the mountains have slid downhill into Denver the rest of this week. Hundreds of snow sports sales representatives from all of the world play tag team with thousands of buyers at the Snow Industries America (SIA) Snow Show, one of the nation's largest, and liveliest, private trade expos Jan. 27-30.

OnTheSnow.com editors Shannon Luthy and Brett Buckles join with photographer and videographer Tim Shisler on the convention floor. Head to OnTheSnow on Facebook and Twitter as our coverage team will update numerous times each day. Their focus is on gear trends you'll want to know about. Then, be right here Monday, Jan. 31 as we present Gear Trends 2011 with a whole lot of stories direct from the show.

SIA President David Ingemie says exhibitor space is totally sold out in the Denver Convention Center and attendance from buyers and sellers is up over last year. The show re-located to Denver last January after many years in Las Vegas. Another reason for an attendance upsurge, Ingemie suggests, is "all the great snow we've seen this winter has led to very strong sales at retail."

Admission to the trade show floor is not open to the public, but the atmosphere and events around the Mile High City's downtown will be all snow fun, all the time. The general public is invited to participate in those events.

Colorado Ski Country Gems, Arapahoe Basin and Echo Mountain have teamed up with numerous other sponsors to bring one of hip-hop's best-known artists to town. Big Boi, better known as Andre 3000's other half of OutKast, brings his gig to the Ogden Theatre Friday, Jan. 28. Special guests include Eligh and Scarub from the Living Legends, and The Foodchain. (See OnTheSnow's full story on the Big Boi show.)

Denver Big Air, also open to the public, is a two-day international ski and snowboarding event that will kick off the Snow Show. The Nature Valley Big Air Challenge, a skiing big air event, is Tuesday, Jan. 25 featuring some of the best male skiers in the country. Wednesday, Jan. 26 action includes the International Ski Federation's (FIS) LG FIS World Cup Snowboard Big Air, a sanctioned event on the global snowboarding circuit. Look for an international roster of the top male snowboarders.

Showgoers who have endured four days of serious buying and selling (and serious partying) will get to do what they enjoy most as the show rolls to a conclusion -- try out the new gear on snow.

A Nordic demo of new cross country, backcountry, and snowshoe gear will be held at Devil's Thumb Ranch in Granby, Colo., Jan. 30-31. An Alpine/Snowboard & Ski Ride Fest is set for showgoers at Winter Park Resort, Jan. 31 and Feb. 1. OnTheSnow product testers will be at the Winter Park demo preparing our 2011 OTS Gear Guide and apps.

Here is video from the 2010 On Snow Demo after the trade show: