ASR Blog

UPDATED Friday 13th; Quick Links for WM12

In case the navigation on our site isn't as intuitive for you as we'd like, this blog will serve as an FAQ link lineup for those planning their OR Winter 12 experience and those who just want to know all that is happening in SLC in the outdoor biz the week of Jan. 16 (also MLK Holiday!).  BTW for you way-ahead planners, next year (2013) MLK bumps to Jan. 21, and our show continues to stage just afterwards Jan. 23 (AMDemo) thru 27. 

More future dates (and show hours)

Registration (badges/credentials to attend)

Download the Winter '12 Mobile App

Your show planner login - (registered attendees and exhibitors only)  (password is your badge # or customer #, or auto login from prior emails  you've received from us) 

All Mountain Demo at Solitude - (Jan. 18, Wed, before show)

Business Ed./Seminars - schedule

Exhibitor List/Floorplan - over 1000 exhibitors!  Plan well...

Entertainment/Party 'OR ROCKS!' Schedule -

Fashion Show info/schedule -

Student Design Competition 'Project OR' -

and... for good measure, a good basic short article on buying at a tradeshow... we know you already know, but basic reminders always help before entering the fray. 

See you in the aisles! 

KH

 

 

 

 

 

 

Burton, Billabong and the rise of 'action sports' at OR

This is a topic that could use some airing out, and the time is right with the recent announcement that Burton has joined the show with a sizeable presence.  There seems to be a prevailing impression that OR has  been the windfall recipient of dozens of brands whom, when ASR went dormant, suddenly found themselves with nothing to do in January and August and in need of a trade show to spend their lonely marketing dollars.   Absurd?  The launch of a new fashion show in L.A. (Santa Monica) that parallels the Agenda format indicates more than one person thinks there is a void to fill.

But that's L.A.  - a better place for Outdoor than most think, but that's a tale for different thread. 

There are two main points to remember when engaging in the 'actions sports at OR' discussion that is rising in the industry;

1) 'Action Sports' has been part of the fabric of OR for decades - Brands like Dakine, Reef, Patagonia, Smith and Hobie all have the AS/surf lifestyle at their core, over two decades at the show, and are staples in the industry.  Quiksilver, Surftech, Havaianas, IPath, and other core AS brands have been at OR over 5 years... in hargoods, footwear, accessories and apparel.   What I've seen over the years here is more like a "Natural Progression' than a recent trendline or explosion.  That said, the full suite of 'Action Sports' is not represented at OR, for example BMX or Moto elements.  The 'Natural' part speaks to the foundation of the activity... which brings us to the second main point when considering the topic.

2) A Shared Platform - all Action Sports happen outdoors on the natural (and public) land and waterscapes we in active outdoor use... therefore the resource at our very foundation is shared.  Whether we are talking the waves at Trestles, or the single-track trails at the Syncline, or the gazillion flatwater lakes perfect for kayakfishing and wakeboarding, we share the same access platform.  This is why BMX, Moto and even resort skiing/boarding, is somewhat less relevant to the world of OR than Surf, backcountry boarding and Mountain Biking.  It doesn't happen on a primarily open space platform; when it does, it's on modified land and is more closely tied to the real estate and development business.  Is that important?  It definitely affects the cost of access, for one thing. 

So what are your thoughts on the situation as traditional Action Sports comes into Active Outdoor (or 'Action Outdoors' as Andy Palmer calls it)?  Is this a new opportunity for differentiation among specialty retailers, a power play by the big action sports brands to dominate the Universe, a desparate act by a sector afraid of becoming irrelevant, or the 'natural progression' mentioned above?  Would love to hear your thoughts. 

Thx

KH

 

 

 

UPDATED Aftermath Summer OR 2011 & Review Link lineup

How about just a stream of consciousness phrase-fest of bytes I heard while in SLC this past week?  That's about all my addled brain can put forth at the moment, and I'll follow with links that can tell the story more in-depth.  Guess I'm still in 'space-efficiency' mode. 

#hyperlocal BestORShowever #notallfunandgames - O.R.D. - OutsideBestOfShow #ProjectOR Bucking the economic Trend #consolidation #rebooting Lots of Newness #allstarjam Making Things In America #novelconcept Eco-Index rising, Influencers/Thought Leaders/Top Talent #showgoeson After Hours, Sierra Nevada beer, 'Granola Disneyland', belly laughing, outdoorretailerhub.com, SLC tight fit, SLC hospitality, OPE Photo Expo, Sustainable Business, Sustainable Living Roadshow, Sustainable everything, Gear Junkie #bestinshow, Diversity initiatives (or not), OIA, OIBIZ, #outdooruniversity, See you at Rendezvous, Epic Brewery, Missed seeing you at OR, No Reported Thefts?, Reunion breakfast, Paddlesports Advisory Council, orders written, Recess is Back, #thisisntanorderwritingshow, launch successful, Guinness Book record, #SUPZilla, #actionsportsatOR, Growth strategy, #ecotone, Pavilion exhibitors - NEPV, #BSAatOR, IMBA #cyclingatOR, Uncle Archie, where's Beckey?, #fishingatOR Hey Laird, Hey Conrad, Climb Smart, TEDx-style, GearThatDoesn'tSuck Awards, New Product Preview, putthatcameradown!, Letmeshowyouthis, #justtakeasecond, Red Iguana, #Bombara, Park Cafe, Blisters On My Fingers, Curleigh-fried, No Bouldering Comp? #TimmyONeill, #Sharma, OR Daily online

SNEWS recap, with links to many OR Daily articles

http://www.snewsnet.com/cgi-bin/snews/Outdoor_Retailer_Summer_Market_2011_recap_081011.html

Get the full social media suite experience here(still jamming like the show is still on!)

http://www.netvibes.com/outdoorretailer#Outdoor_Retailer_Social_Media

And for levity...

 http://www.trailsedge.com/blog/how-to-drop-your-outdoorsiness-into-any-conversation/

 from the bike industry http://www.bicycleretailer.com/news/newsDetail/5801.html

from the Action Sports industry http://business.transworld.net/70332/features/outdoor-retailer-summer-market-day-1/

from the Fly Fishing viewpoint http://www.anglingtrade.com/2011/08/12/lively-discussions-follow-fly-retailers-visits-to-outdoor-retailer/

we'll keep updating as reviews, blogposts, image galleries and video keep rolling out to reveal the heart and soul of our industry today.  Keep up the energy, and spread it to our customers! 

Community Zones at Summer OR; the 'welcome center' for pros in Paddle, Running, Climbing, Design and Travel

I've been camping on this video for some time now (well about 10 months), and I've managed to get over the goofiness Michael exudes (certainly NOT moi, merci!)... also, I've made an even worse one recently, so suddenly this one doesn't seem nearly as bad anymore.  It's a good expose on the various community Zones at the OR Show, what the purpose is (never mind the beer) and it's got a few tech tips too for attendees.

 
In case our ramblings aren't super clear, here's a short list to prep for the show;

1) download a QR reader BEFORE you hit the show floor... many products, including ALL of the featured New Products in the EZ (Endurance Sports Zone) and the PZ (Paddlesports Zone) will use the QR technology to capture key product and contact info in your smartphone.
2) Download the ORShow mobile app, once it is released from the Apple store next week (July 11, hopefully).
3) Use the online show planner at http://www.outdoorretailer.com to see the live floorplan (including the must-see NEW EXHIBITOR PAVILION)m, plan your meetings in close clusters and avoid the cross-court hiking.
4) use the planner to incorporate the business ed. seminars you want to attend into your show planner. If you are registered, you have only to click the auto-link provided to you in a number of emails from us. Even if you didn't save them, just click 'forgot password' and follow the easy prompts to get in. See suggested products, brands, build your show plan and no spam or irrelevant messages.
5) Check the http://www.outdoorretailer.com site often as showtime approaches... many late-breaking elements will be announced in the coming weeks and the last thing you want is to get there and say "I had no idea that was going on!".

KH

The Floorplan... Deliberate Design or Mishmosh?

OK so this is what blogging is for... to shed light on previously taboo or complex topics and engage an audience in a group dialogue, to uncover new ideas and otherwise improve transparency, effectiveness and connectivity within a group.  No other subject is as contentious or crucial to the OR experience than the layout of the show floor.  So... let's have at it, shall we?  Chime in whenever, however, but please be respectful...

The description of how the process works was published in the last OR Daily round (day 3), at Winter Market 2011, and you can check that out here... https://www.snewsnet.com/snews/Trade-show-dailies/ORDaily/ORD_Day_3_WM_2011/index.html

Of course being ID'd as the 'chief architect' of the show's layout puts me at the crosshairs of many, on the 'thank you' list for a few, and is somewhat misleading in the end.  The floorplan is a collaborative effort that results from 5 people's work and hundreds of conversations about thousands of iterations with a million possibilities, only one of which can be final if we hope to actually stage the show and not endlessly plan it.  All the 'asks', whether size or location or configuration, must be compiled in advance (in writing, ideally) so that the process rolls smoothly.  Often exhibitors want to have one of those conversations mid-process, which is nearly impossible as each position is highly dependent on the surrounding booth, aisle, and traffic flow requirements.  So one conversation would require 10 or 20 others to reset the context. 

What about show history, doesn't that matter?  As one of the only truly objective measures that an exhibitor can hang their hat on, absolutely Yes it's important.  But it's not the only criteria, when designing a show that truly serves the needs of the retail buyers and media who attend.  We have to assess 'Is this an important new category?' and 'will this exhibitor bring new buyers to the show?' and the mundane 'does it even fit?' when it comes to a rare opening on the show floor.  We ask exhibitors applying for space to provide their dream size/configuration/location info, but also 'what constitutes a double, or a single?' to use the old baseball analogy.  We can rarely hit home runs or grand slams for any one exhibitor.

Ideally a show is organized by buyer category, although the Salt Palace is not a shape or size that gives us that flexibility anymore... so we create business community clusters, like around the PZ (Paddlesports Zone), the EZ (Endurance Sports Zone), and the CZ (Climbing Zone).  Also product category clusters, like Footwear and Supplier Resources (around the DC, Design Center), are in service to the attending buyer, where much relevant product can be touched/seen/experienced in a tight geographic area.   Also further complicating the issue are brands that play in multiple product categories... remember when there were apparel brands, and tent brands, and pack brands? 

One last thing; we feel that deliberate design of a show is critical if one hopes to shape the experience of the attendee.  We do take great care in trying to satisfy every possible request and at the same time never take our eye off of serving the end customer, in our case the Retailer. 

Have your eyes rolled back in your head yet?  Snoring uncontrollably?  OK I'll quit here, but hopefully some dialogue will ensue about the design of the OR shows, sharing of other experiences in show design and layout, and any other floorplan related tips that can help exhibitor and attendee both. 

KH 

Winter Market rising...

I just finished reading 'Crowdsourcing' by Jeff Howe.  It definitely has me thinking about how it applies to the show environment, since our industry gathering is a worthy crowd, by any measure.  When it comes to like-minded passionate enthusiasts for the winter wilderness, there ain't no crowd like ours.

 One thing I'm strongly considering is displaying a special snowmobile in the Backcountry Village area of the show... if you aren't familiar with that zone, it's where nearly all the cool winter hardgoods (skis, split boards, bindings, avy beacons, nordic, etc...) are shown.   I know it's controversial, but I also know that when it comes to avy safety and backcountry wintersports, we are inexorably tied to the sled (sometimes literally!).  Snowmobiles cut track, they move people and gear, and many cool lodges and backcountry destinations across the U.S. utilize them for work and play.  They've gotten a bit quieter I believe (haven't shopped for one), and their users share our deep concern for avalanche safety education. 

What are your thoughts on the subject?  The purpose of the display would be to spur 'crowd' awareness and conversation on one under-spoken connection we have to the motorized world. I'm interested in making it an interactive display, where attendees can voice their thoughts on how Outdoor and Snowmobiling fit and don't fit together on the trail or at the show, and we can report on the results in the post-show wrap up. 

Chime in...?

KH

 

Virtual Design Center - Reloaded

What is a Virtual Event?  Is it, like, a tweetup, or a meetup, a mashup or a web conference, or what?  Can it be helpful to my business or just another distraction from my core business?

UPDATE!

One Day - December 7, 2010 for Live Cast

15 key brands supporting from OIA Eco-Index and Polartec to Bluesign Technologies and AAPN

90 days online and available in archive form

The OR Virtual Design Center focuses on education and latest material developments behind the branded products that are the focus of Outdoor Retailer shows.  This is a fast-moving and changing landscape (seen the price of cotton today?), and staying on top of the myriad technological, logistical and societal developments will help brands cement their leadership status, grow awareness and profits and 'do the right thing' to lessen environmental impact all at the same time.  

The VDC is anchored by a cluster of webinars (see finalized topics HERE) that last one hour each and are spaced out throughout a day.  The topics, panels and experts who are speaking on the issues are leaders in our industry and are full-time focused on creating sustainable options for designs of the future... OIA, AAPN, prAna, Zero-Waste-Alliance, Bluesign Technologies, Textile Exchange, Promostyl, etc... are all, in their own way, pushing the envelope on green design.   There are interactive brand displays ('booths') that feature sponsoring brand presentations with live interaction (on the Live day) and downloadable or viewable collateral available for interested attendees.  There are several ways for a supporting brand to configure their 'booth', including private room sessions, special timed events, and interactive engagement of visiting attendees. 

This interactive education event requires ZERO travel, ZERO housing, ZERO shipping or drayage and ZERO wasted time for both supporting suppliers/sponsors and for attending designer/developers.  Ideally, this online interactive environment will help tee up important business meetings at the OR Shows, and fuel even more value from our live, face-to-face events. 

Who is Attending?  This VDC version will focus on sustainability in the supply chain, and the target audience is the product design/development professional working for brands in outdoor, cycling, health & fitness, action sports and general sporting goods.  Through the reach of Nielsen (who owns over 40 pubs and shows that attract design professionals), this event will be able to draw thousands of working pros from other materials-intensive industries like hospitality, military, industrial, fixturing, general merchandise, etc... so the message of suppliers (and programs like eco-index, bluesign) can reach far beyond the wide world of sports. 

How Much $$?  The technology is expensive, but the platform is very reasonable for sponsors, and free to attendees.  For $2500 (about one 10'x 10' booth space at OR) a supplier/sponsor can easily upload collateral to an interactive brand display, which will then be visited by invited, interested attendees of both the live and archived event (3-month flight).   This interactive environment is flexible and can accomodate image galleries, video spots, quick time movies, pdf downloads, white paper research and messaging (instant and email style).  Higher level sponsors can get extra value from the event too... of course. 

How Do I Get Involved? - If you are a designer or product developer, save the date, register online when the time comes (about 3 wks out from live date), and plan to attend the same way you'd attend a webinar, or several in one day.  If you can't make Dec. 7, then visit the archived show online.  If you are a brand leader, consider supporting and showing off your latest fabric or solution in a cutting edge, dynamic two-way experience online.  Register here for FREE if you are interested.

How Much Work?  For sponsors, The Virtual Design Center is easy to use, much like uploading photos to flickr or having a facebook site for your brand... since design/developer types will be looking for sustainability options in their material choices, best to focus options there.  For attendees it's as easy as registering to attend a Webinar, except you'll get 4 and access to tons of relevant information around sustainability in the supply chain.  This information is helpful not just to designers but to retailers, media, marketers as well as consuming public who want to stay on top of latest trends in product development and sustainable business models.

What will the attendee walk away with? Lots of new concepts, tips, ideas, ways to measure, fabrics and solutions to incorporate in designs immediately.  Materials to tee up business and future design componentry.  Also a sense of who they need to know better come showtime in January. 

Like many live events, attendees have a virtual brief case or show bag that they can drop materials into for review later... paperless of course.  If I were an attending designer, I might take away a link to a keynote presentation, a few intro papers from new suppliers I didn't know about, some special programs from suppliers I did know about, and a coupon for taking advantage of a special offer on business services for my firm.   Oh, and a serious bump in my knowledge about cutting edge 'green' technologies and materials available for products of the future that I will have a hand in designing.

Virtual events can set up and enhance live face to face business, and empower your future customers with information relevant to their work in building more sustainable products that consumers want and that will be the hallmark of the active outdoor industry.   Doing events online in itself advances business without the cost of travel, or the environmental impact. 

What do you think?

Kenji

 

 

 

 

Rebuilding the ‘Mexican Riviera’ in Sayulita

PROLOGUE: Sayulita is a quaint fishing/surfing village located 45 minutes north of Puerto Vallarta, Mexico. It lies in the state of Nayarit and is part of the 'Mexican Riviera' (a Mexican government initiative aptly named to attract more tourists to this part of the country). Many local shops and restaurants are scattered about the tiny town of cobblestone streets, casitas and bungalows. This little hippie village has become my home-away-from home and you need to experience it for yourself one day...

Rebuilding the ‘Mexican Riviera’ by Ginger Conrad, Outdoor Retailer Marketing Manager, Oct 1, 2010

(image: let's get 'er done!)

I made a conscious decision not to cancel my impending trip to Sayulita when I learned of the horrible devastation caused by heavy rainfall and flooding 10 days before my departure date. After all, I had visited Sayulita around the time the Mexican drug wars surfaced, and then again during the H1N1 virus scare. Nothing would stop me from being there. From my experience, Sayulita was a safe haven, despite all of the harmful rumors and the decline in visitors over the past two years. AS soon as I learned of their troubles, I became intent on trying to make a difference and helping to rebuild the town and the morale of its people.  But I could never have fully understood what I would experience this time around.

The reality of circumstances started to set in the day after I arrived into town. I met an adorable young couple from Portland Oregon, Santina and Ben, at Chocobanana: the favorite local restaurant/hangout spot in the town square. Santina and Ben recounted that they had been robbed the day before, while Ben was out tackling the brown surf, and Santina was having a leisurely breakfast at Chocobanana. The thieves looted the couple’s most costly possessions – computers, iPods, a new Sony digital camera, Nike running shoes, high-end make-up and much more. A week prior, they had sold their car and packed their bags for an adventure of a lifetime – to live in Sayulita for 6 months, maybe more if they could figure out how to make a living there. Needless to say, this incident started to tarnish their view of Mexico in general and weakened their dreams of making Sayulita a temporary residence. 

Later that same day, I learned of several more break-ins that happened to both gringo & local Mexican households in town – I got the feeling that thieves were omni-present and not prejudice against any particular stereotype. They were raiding the rich and the poor. Was it out of desperation for survival? Or were they simply taking advantage of the situation at hand – the total mayhem throughout Sayulita that the flooding had caused.

I have traveled to Sayulita so many times that I am now considered a local. I was staying in my preferred casita, which is about a 20 minute walk from the center of town, and I hadn’t let the power outages on the first night at my little Hansel & Gretel hideaway bother me too much, until I started putting two and two together – reported break-ins all over town, my immediate neighbors gone for the season, frequent power outages combined with the fact that I was all alone in what was now feeling like the middle of nowhere. It hit me all at once– the harsh reality that if I wanted to stay safe I had to be in a more secure place close to town immediately. At first it was discouraging to admit that I was at any more of a risk during this trip than any of the previous tumultuous times I had come to Sayulita, but later I learned about the broken window and door jam at my casita that very night I moved out. Out in the nick of time I’d say…

I felt very secure at my new rental - a bungalow that came with round-the-clock security. I was able to focus my attention away from fear for my own safety and on to rebuilding the tarnished Sayulita landscape that had been carefully crafted over the years to attract new visitors. 

I worked with the locals for many hours on cleaning up the beaches that were filled with broken glass, plastic and the plethora of ‘basura’ brought in by the river and the mudslides onto the shore. Hundreds of Sayulita residents joined in the cleaning efforts and the progress we made was both astounding and gratifying. I now have a better understanding for the saying, “many hands make light work”.

As for rebuilding the tarnished image of Sayulita and the Mexican Riviera in general, I will do what I can (in an honest and open way) to promote the oasis I’ve come to love and call home. I’ve been helping out two of the local hangouts in town by creating Facebook pages and taking and uploading pictures of their establishments and the people that come to enjoy their ambiances. I hope that these small efforts can help raise the hopes of the local Sayulita businesses toward positive futures and success for their establishments.

It may not have been the week of escape in Paradise that I had originally expected months before when I booked the flight, but all said and done, I remain content with my decision to travel to Mexico during yet another rather chaotic period of time. Let’s face it; we in the outdoor industry crave this kind of adventure accompanied with a sense of accomplishment, no?

- Ben and Santina haven't left Sayulita and are willing to stick it out for another couple of months to see their new surroundings in a better light during the ‘good’ season (November - February).

- I am going back to Sayulita in December and will stay in my original casita at the north end of town.  Times will be better, and my neighbors will have returned home!

- Please search ‘Chocobanana’ and ‘Burrito Revolution’ on Facebook and ‘like’ the fan pages!

- To follow the progress of the rebuilding of Sayulita, visit www.sayulitalife.com and sign up for the weekly newsletter. Also check out www.sayulitason.com for the latest news in the region.

- If you've already been to Sayulita, I know that you feel my pain and would have been on the beach with us for clean up!

(The Choco crew - Chocobanana closed 'shop' all morning to help in the efforts!)

(now there is only muddy river water where the sand used to lay peacefully)

(Alejandro leaves no trace...)

(playa de los meurtos after our hard work!)

(ready to call it a day!)

Interbike shifts to launch window and out of Vegas, avoids OR Summer overlap

What a whirlwind week (again). Planning for 2011 is in full swing, especially Winter Market, but all the strategic partnerships and new elements I want to bring to the market take fairly huge time commitments per each. Then an upwelling of surprise due to the premature announcement of Interbike dates that overlap Summer Market 2011 put the icing on the whirlwind cake! Today's announcement (official) that Interbike dates will not overlap but begin 3 days after OR has me sighing in relief, and I'm grateful for the thoughtful discussions had in the past few weeks of dealing with the move of Ibike dates and venues; although that is still going to be tight for brands who are in both camps, at least it's not impossible to get a booth down, over to Anaheim and back up. AND it puts Interbike in the better buy/sell window for brands and dealers both... As much as retailers think they want familiar fall dates, the reality of getting maximum intel earlier in the season on next year product will be a benefit to the specialty dealer. At least they have the chance to compete with the bigger boxes.

This is a contentious issue, dates and venues. Sound off on what you believe... we must acknowledge that the markets are closely aligned, and the buy/sell cycle inherent to Outdoor and Cycling aren't that radically different. It makes some sense for them to need similar dates, if not venues, to get the specialty dealers on board while they have strong customer interest and business remaining in summer.

So what do you think?

And the Show goes on

Well the whirlwind of the OR Summer show 2010 has subsided, except for those of you road-tripping on to points N/S/E/W.  I didn't find any road trippers from the South, but certainly from every other direction and I bet there were a few willing to take highway and byway to SLC last week.
I know it's important to say, so I'll say it now that attendance at the show was up in all measured categories of buyers, stores, exhibitors, media, advocacy groups and overall attendance.  This bucks the trend in the trade show industry for sure... But is that really important, or just a sound byte for the data-starved b2b media market?   Is the show, after all, a quality play, or quantity play?  Is it a numbers game at the end of it all?

I'll let you answer that... likely a different answer depending on what your goals were going into the show.  Those numbers are important enough that I will be engaged in show stat analysis like never before in the next month (while planning Winter 11) to test Nielsen's new audience development technology called Alterian (who comes up with these names anyway?).  Store demographics, geographic profiles, attendance history patterns, success/failure with prospecting, and detailed survey results will all be part of the wrap up effort on the show.  As video, images, stories, reviews and commentary on the show stream onto YouTube/Facebook/Wordpress/Blogger/Twitter/LinkedIn over the coming weeks, can we really even say the show is over?

So instead of a post-mortem on SM10, I'll post up some of the highlights in pic form (pictures worth 1000 words each), and keep adding to it as the pieces of the overall puzzle flow into the public domain.

Kayak Polo at OAD!

Laird Hamilton at OAD mixing it up with the kayaks and canoes

Secretary of Interior Ken Salazar (in cap), White House Lead Counsel on Environment Nancy Sutley along with the entourage...

Wayne Gregory!   
 
 

Park n' Pedal program providing propulsion to purveyors who paddle and peddle proactively, previewing products for procurement