AmSnow.com is now SnoWest.com
Anderson got started in the snowmobile show business in the fall of 1983 when he planned a modest exposition that ran in conjunction with the annual fall workshop of the Association of Wisconsin Snowmobile Clubs. Holding his fledgling show in conjunction with a large meeting of enthusiasts assured of a captive audience and a good start to his business.
"The first show was a success, and we grew rapidly and three years later added a show in Illinois, then two years later one in Michigan, followed by Green Bay, Minneapolis, Duluth and Waterloo," Tom says. "Today we promote just four snowmobile shows a year, but have added two baby shows in the spring to balance out our schedule. It may not snow every year, but people are always having babies!"
Through the years, running shows has become a family affair. His wife Bev assists, and their children have assumed increasingly important roles in day-to-day operations year round.
"Lisa started with me while still in high school," Tom says. "She creates our displayer's handbook, handles the sales contracts and books hotels, as well as designs the Milwaukee and Grayslake shows. Lori designs the Green Bay show, sells space, handles all advertising and does much of the public relations work. Scott is our computer expert, designs our Novi show, takes care of all transportation coordination, plans the exhibitor parties and handles all mechanical needs."
According to Tom, many people mistakenly think that putting on the show is just a weekend of work.
"There's a lot that goes on behind the scenes that makes this a full time activity. We work with 390 different vendors, negotiate facility contracts three to five years out, advertise in dozens of different media, plan floor layouts to satisfy the local fire marshal, manage foot traffic and coordinate the setup and breakdown of hundreds of booths."
Planning and staging four shows is a major undertaking. "For at least six months of the year, we have a staff of five working on the shows," Tom says. "During the show season, we are all putting in 70- to 90-hour weeks. We hire local help at each venue to handle tickets, ushering, security, decorations and concessions. Friday setup is always a zoo, as more than 100 vendors come in to set up."
The economy's uncertainties and the cyclical nature of the snowmobile business are a continual challenge for Leisure Features. Tom has seen many ups and downs in 22 years. "The lack of snow in the Midwest the last couple of years resulted in a 35% downturn in the snowmobile industry and that's had a similar effect upon our shows," he says.
"Last year's more normal winter was a blessing and we're seeing a renewed interest in snowmobiling for this year's shows. Snow is the key factor for both the sport and the business end of snowmobiling."
Tom's connection with snowmobiling goes back to his first ride in 1970. Prior to that, he had thought of sleds as a nuisance. Once he caught the bug, however, there was no turning back.
In 1974, he launched his first snowmobile publication, The Hummer, a magazine centered on Wisconsin tourism and travel and until 1992 he published magazines for the Wisconsin and Illinois state snowmobile associations. His vast experience as a snowmobile journalist and show organizer earned him a place in the International Snowmobile Hall of Fame in 2002.
Now Tom and Bev are gradually easing out of the daily operation of the business and passing the reins to their children.
"While we are both very active during show time each year, we enjoy seeing our children taking over the business," Anderson says. "This also gives our customers reassurance that the shows will continue for many years to come."
Tom is active in the Iron Dog Brigade, the World Snowmobile Hall of Fame and Wisconsin Senior Olympics (basketball), as well as hunting, fishing and other outdoor activities. Bev enjoys gardening and spending time with her new granddaughter.
Today, the couple live in Madison, Wis., and have a vacation cottage near Eagle River - their base for the family's winter trips. The Andersons are in the process of converting their fleet of sleds to 4-stroke models, which Tom favors.
"I have been a strong proponent of them for many years. No smoke, no smell, no oil to buy and great gas mileage," Tom says.
"We are facing a very serious threat to our sport because of the excessive noise that many sleds produce. 4-strokes don't have that problem. Whenever I'm asked what is the best brand or model, my standard reply is, 'Just line them all up and take the one with the most gas in it!"