CONWAY — After the heat of the past few weeks, planning for the upcoming ski and snowboarding season might be a welcome distraction.

North Conway's Ski and Snowboard Liquidation Center is helping you do just that with its brand-new location at 1881 White Mountain Highway after spending 20 years up the road at 1946 White Mountain Highway (next to Dunkin Donuts).

The store has an experienced staff and management team who will use their years of experience to ensure customers have everything they need to tear up the slopes.

The new location offers 10,000 square feet to display their large variety of both downhill and backcountry skis, snowboards, boots, bindings, accessories and apparel.

Ski and Snowboard Liquidation Center carries name brands trusted by professionals and amateurs alike, including Atomic, Lange, Marker and Blizzard.

To celebrate the summer season, they also have a limited supply of kayaks and pool floats.

Ski and Snowboard Liquidation Center’s manager Jim Rockett transitioned from law enforcement to the ski industry because, as he said, “I knew I wanted to be a part of an industry that was more fun. The ski business was perfect because I grew up skiing, and it attracts people with free spirits who like to have fun.”

Rockett has been at the Ski and Snowboard Liquidation Center for the past nine years after working as an instructor at both Pats Peak and Attitash.

“At the time, I was one of the very few people to be state-certified as an instructor for both skiing and snowboarding,” Rockett recalled.

“When I started out, it wasn’t anything magical, it was all about showing up on time with a smile and being good at your job,” he said.

He still holds that friendly attitude, which makes it easy for customers to ask for help whether they are beginners to the sport or advanced.

Not only does Rockett know the sport inside-out, but he also has extensive experience with the sports’ gear and equipment.

For more information, or to check out the new location, stop by 1881 White Mountain Highway, North Conway. For more info, call (603) 356-6999 or go online to skiliqs.com.

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