Michelle,
I think there are some good points here as well as some of the other posts regarding demos and visibility. Bomber, Donek and All Board Sports are right in the heart of one of the most traveled to location for snowsports and yet how often do you guys set up a demo tent at the various ski areas on the weekend and offer the opportunity to try out the sport? What if you picked a different area every Saturday, set up a demo tent, offer the opportunity to demo the gear, and recruit some local carvers to come out and take a few runs with each of the interested parties (maybe create a demo team, throw some gear their way in return for the assistance, jackets with a highly visible logo, etc.), and have the demo team go over some basics of starting to carve (i.e., the norm, etc.). In the demo tent have a TV showing carving videos.
Sounds ike a lot of work and effort to do every Saturday during the snowboarding season? Uh yeah, probably is, but you also have a captive audience. Probably more cost effective than a magazine ad too. Every weekend I ride, and every weekend I get at least one person that asks me if the local resort rents alpine gear....that is one potential convert, so I tell them no, but that their is various local options, but if its not readily available for them to try, they probably are not going to make the effort to seek you out.
If you want to grow this sport, you need to increase your visibility, and create opportunities for people to try the sport. Your physically positioned to market to the untapped part of the market.
Just curious during the most recent SES, when the demo sign was up, how many people per day, did you have stop by and ask questions and how many actually demo the gear. Did anyone offer to go take a run with those individuals? Do you think that if the sign said free demo and instruction that you would have more individuals stop by?