Hordes of winter-sports industry bigwigs are expected to flock to Denver this weekend for the SnowSports Industries America’s annual Snow Show (last year’s bash saw nearly 500 exhibitors and more than 900 brands set up shop at the Colorado Convention Center). Only buyers, athletes, and media members are admitted past the velvet rope to get a first glimpse at next season’s new powder-shredding gear, but you can still mingle with industry VIPs and insiders at Snowdown SIA, the official Snow Show concert and one of the expo’s few events that are open to the public.

While a slew of Colorado-based companies will show off their latest creations at the trade show, a lineup of local talent will represent the state’s dance-music scene on the Snowdown stage. Raw Russ, co-owner of Boulder-based record label Elm & Oak, is set to spin hip-hop and dubstep sounds along with fellow Colorado electronica and hip-hop acts M!NT, DJ Largechild, DJ Cassidy, and Pries. Headliners Machine Gun Kelly—whose debut album, Lace Up, arrived at number four on the Billboard 200 last year—Bauuer, and Just Blaze (producer of singles by the likes of Jay-Z and Kanye West) keep the evening’s pulsating, hip-hop heavy soundtrack thumping until the wee hours.

The Details: Festivities kick off at 8 p.m. at City Hall (1144 Broadway). Tickets start at $22.50. Looking to go all-out? For $1,000, you get VIP bottle service for eight, which includes two bottles of booze, a bucket of beer, a goodie bag, and a prime spot on the third-floor mezzanine.

Photo courtesy of Snowdown SIA