Outdoor Retailer - Summer 2017 - 39

Dana and Jeremy again.
Dana chimes in: "I know where she's coming
from, but we can't discriminate about who wins
the prizes. It's terribly illegal. Our lawyers told
us that we must make prizes available to all."
I look over at Jeremy. He couldn't appear to
be more disinterested in this conversation. I
have a strong feeling that his mind is back on
the spreadsheet he was studying a few minutes
ago. He gestures, let's move on.
Item two: Earth Day. On April 22, they will
hold a special event sponsored by Mountain
Hardwear. The guest, Topher White, of the
Rainforest Connection, will be demonstrating how to turn an old cell phone into a special listening device for catching chainsaw-

wielding illegal loggers in the rainforest. How
many people will come? Should Summit Hut
do more promotion on social media? Do they
have enough phones to work on?
I look at Jeremy. I can tell exactly what he's
thinking? Are we really getting value from
this P.R. company?
As I watch Dana and Jeremy and the P.R.
representatives work through the agenda, I
see how complicated and demanding running
an outdoor retail store has become. Strategies,
tactics, websites, social media, special events.
Suddenly, Dana and Jeremy have morphed
into something else in my mind. Due to the

Internet and advent of hypercapitalism, running Summit Hut, and probably any successful outdoor retail business, is like running a
ground war. Dana and Jeremy must play the
roles of generals, close-air support, tank corps,
and infantry. I imagine their tanks having yin
yang symbols painted on them.
The meeting moves to item number six: the
drone. Jeremy smiles. He likes this idea. An
employee has a drone and recently obtained his
license. He wants to fly it through the store and
out on popular hiking trails and shoot footage.
"Very cool," Jeremy says. He leans back in his
chair. I imagine that his mind has moved from
the spreadsheet to the drone. Maybe he'll get a
chance to fly it? He smiles wider. He likes this
idea a lot.
Knock on the door. It opens a crack. A
20-something man in a Summit Hut t-shirt
and shorts stands peering through the crack.
"Um, Jeremy, um, I'm afraid I have some bad
news," he says.
I realize we have arrived at one of those crucial junctures when life and business either
go as planned-or don't. This is the type of
moment that Jeremy prepares for endlessly.
I watch Jeremy's face. The employee's words
have instant effect. Jeremy's smile goes neutral. And then his neutral mouth turns down
into a frown. And then his upper lip takes on
a surly curl that betrays the embryo of something close to anger.
As I anticipate Jeremy's answer, I remember
a story he told me the day before. In this story,
he explained why the floor of the building has a
large linear scar running down it. The scar was
left by workers who had to dig up the sewer line
last year after olive tree roots invaded the sewer line causing backups in the bathrooms. The

worst part was that Summit Hut had to pay for
the repairs due to a maintenance clause in the
lease. I can tell that Jeremy wants no more lip
out of this sewer line. I can tell that the young
employee, who looks anxious, understands this
about Jeremy, too.
"Um, Jeremy, I'm sorry to report that the
bathroom is backing up."
Without a word, Jeremy, who had been sitting stroking his beard, is on his feet. He dashes
out the door in the direction of the bathrooms.

S

UMMIT HUT'S FLAGSHIP STORE IS IN
central Tucson on Speedway Boulevard
in a boxy concrete building located between a QuickTrip gas station and a theater
school for kids. It's been here only two years,
long enough that most people don't remember
the old store a few blocks away. But nearly everybody-even the younger generation-who
shops at Summit Hut understands that the
store has a long, rich history in Tucson. This tradition presents to customers as a very high level
of professionalism in the employees. They are
not just helpful and courteous, they are knowledgeable about both the equipment sold and
the recreation opportunities around Tucson.
The tradition also comes through in some physical relics of the past. For example, the stainedglass Summit Hut sign that hangs on the wall of
the office is from the 1970s.
The sense of tradition comes through in the
reverent manner with which both Dana and
Jeremy talk about David Baker, the founder of
A DAY IN THE LIFE
The rough terrain of Tuscon's desert calls for a retailer
who understands tough gear (opposite page). Dana
raps with Summit Hut designer and merchandiser
Carolyn Mills (left). Employee Kathy Simko educates
customers in the new Speedway store (bottom).



Outdoor Retailer - Summer 2017

Table of Contents for the Digital Edition of Outdoor Retailer - Summer 2017

OUTDOOR RETAILER - SUMMER 2017
CONTENTS
THE PULSE
HEADLINES
MERCHANDISING
MARKETING
CASE STUDY
BIG PICTURE
IDEAS
THE OUTDOOR REC ECONOMY
BRENDAN MADIGAN
GWEN HOBBS
EMPLOYEE OF THE MONTH
ALL IN THE FAMILY
ORIGIN STORIES
THE NEW MAIN ST
BREAD+BUTTER
PADDLING HARDGOODS
HIKING ESSENTIALS
WHAT A TRAIL RUNNER WANTS
COUNTER CULTURE
THE VIEW
HOW I GOT HERE
#REPLIFE
FROM THE ROAD
BACKSTORY
Outdoor Retailer - Summer 2017 - OUTDOOR RETAILER - SUMMER 2017
Outdoor Retailer - Summer 2017 - Cover2
Outdoor Retailer - Summer 2017 - 1
Outdoor Retailer - Summer 2017 - CONTENTS
Outdoor Retailer - Summer 2017 - 3
Outdoor Retailer - Summer 2017 - 4
Outdoor Retailer - Summer 2017 - 5
Outdoor Retailer - Summer 2017 - 6
Outdoor Retailer - Summer 2017 - 7
Outdoor Retailer - Summer 2017 - 8
Outdoor Retailer - Summer 2017 - 9
Outdoor Retailer - Summer 2017 - THE PULSE
Outdoor Retailer - Summer 2017 - 11
Outdoor Retailer - Summer 2017 - HEADLINES
Outdoor Retailer - Summer 2017 - 13
Outdoor Retailer - Summer 2017 - MERCHANDISING
Outdoor Retailer - Summer 2017 - 15
Outdoor Retailer - Summer 2017 - MARKETING
Outdoor Retailer - Summer 2017 - 17
Outdoor Retailer - Summer 2017 - CASE STUDY
Outdoor Retailer - Summer 2017 - 19
Outdoor Retailer - Summer 2017 - 20
Outdoor Retailer - Summer 2017 - 21
Outdoor Retailer - Summer 2017 - BIG PICTURE
Outdoor Retailer - Summer 2017 - 23
Outdoor Retailer - Summer 2017 - 24
Outdoor Retailer - Summer 2017 - 25
Outdoor Retailer - Summer 2017 - IDEAS
Outdoor Retailer - Summer 2017 - 27
Outdoor Retailer - Summer 2017 - THE OUTDOOR REC ECONOMY
Outdoor Retailer - Summer 2017 - 29
Outdoor Retailer - Summer 2017 - BRENDAN MADIGAN
Outdoor Retailer - Summer 2017 - 31
Outdoor Retailer - Summer 2017 - GWEN HOBBS
Outdoor Retailer - Summer 2017 - 33
Outdoor Retailer - Summer 2017 - EMPLOYEE OF THE MONTH
Outdoor Retailer - Summer 2017 - 35
Outdoor Retailer - Summer 2017 - ALL IN THE FAMILY
Outdoor Retailer - Summer 2017 - 37
Outdoor Retailer - Summer 2017 - 38
Outdoor Retailer - Summer 2017 - 39
Outdoor Retailer - Summer 2017 - 40
Outdoor Retailer - Summer 2017 - 41
Outdoor Retailer - Summer 2017 - 42
Outdoor Retailer - Summer 2017 - 43
Outdoor Retailer - Summer 2017 - 44
Outdoor Retailer - Summer 2017 - ORIGIN STORIES
Outdoor Retailer - Summer 2017 - 46
Outdoor Retailer - Summer 2017 - 47
Outdoor Retailer - Summer 2017 - 48
Outdoor Retailer - Summer 2017 - 49
Outdoor Retailer - Summer 2017 - THE NEW MAIN ST
Outdoor Retailer - Summer 2017 - 51
Outdoor Retailer - Summer 2017 - 52
Outdoor Retailer - Summer 2017 - 53
Outdoor Retailer - Summer 2017 - 54
Outdoor Retailer - Summer 2017 - 55
Outdoor Retailer - Summer 2017 - BREAD+BUTTER
Outdoor Retailer - Summer 2017 - 57
Outdoor Retailer - Summer 2017 - PADDLING HARDGOODS
Outdoor Retailer - Summer 2017 - 59
Outdoor Retailer - Summer 2017 - 60
Outdoor Retailer - Summer 2017 - 61
Outdoor Retailer - Summer 2017 - HIKING ESSENTIALS
Outdoor Retailer - Summer 2017 - 63
Outdoor Retailer - Summer 2017 - WHAT A TRAIL RUNNER WANTS
Outdoor Retailer - Summer 2017 - 65
Outdoor Retailer - Summer 2017 - COUNTER CULTURE
Outdoor Retailer - Summer 2017 - 67
Outdoor Retailer - Summer 2017 - THE VIEW
Outdoor Retailer - Summer 2017 - 69
Outdoor Retailer - Summer 2017 - 70
Outdoor Retailer - Summer 2017 - 71
Outdoor Retailer - Summer 2017 - 72
Outdoor Retailer - Summer 2017 - 73
Outdoor Retailer - Summer 2017 - HOW I GOT HERE
Outdoor Retailer - Summer 2017 - 75
Outdoor Retailer - Summer 2017 - 76
Outdoor Retailer - Summer 2017 - 77
Outdoor Retailer - Summer 2017 - #REPLIFE
Outdoor Retailer - Summer 2017 - 79
Outdoor Retailer - Summer 2017 - FROM THE ROAD
Outdoor Retailer - Summer 2017 - 81
Outdoor Retailer - Summer 2017 - 82
Outdoor Retailer - Summer 2017 - 83
Outdoor Retailer - Summer 2017 - 84
Outdoor Retailer - Summer 2017 - 85
Outdoor Retailer - Summer 2017 - 86
Outdoor Retailer - Summer 2017 - 87
Outdoor Retailer - Summer 2017 - BACKSTORY
Outdoor Retailer - Summer 2017 - Cover3
Outdoor Retailer - Summer 2017 - Cover4
https://www.nxtbook.com/emerald/outdoorretailer/2023Winter
https://www.nxtbook.com/emerald/outdoorretailer/2023summer
https://www.nxtbook.com/emerald/outdoorretailer/thedailyguidess23
https://www.nxtbook.com/emerald/outdoorretailer/dailySM2022_Day3
https://www.nxtbook.com/emerald/outdoorretailer/dailysm2022_Day2
https://www.nxtbook.com/emerald/outdoorretailer/dailySM2022_Day1
https://www.nxtbook.com/emerald/outdoorretailer/daily2022_Day3
https://www.nxtbook.com/emerald/outdoorretailer/daily2022_Day2
https://www.nxtbook.com/emerald/outdoorretailer/daily2022_Day1
https://www.nxtbook.com/emerald/outdoorretailer/daily2021_day3
https://www.nxtbook.com/emerald/outdoorretailer/daily2021_day2
https://www.nxtbook.com/emerald/outdoorretailer/daily2021_day1
https://www.nxtbook.com/emerald/outdoorretailer/outdoor-retailer-august-2021
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https://www.nxtbook.com/nxtbooks/outdoorretailer/postshow2020
https://www.nxtbook.com/nxtbooks/outdoorretailer/daily2020_day3
https://www.nxtbook.com/nxtbooks/outdoorretailer/daily2020_day2
https://www.nxtbook.com/nxtbooks/outdoorretailer/daily2020_day1
https://www.nxtbook.com/nxtbooks/outdoorretailer/preshow2020
https://www.nxtbook.com/nxtbooks/outdoorretailer/2020winter
https://www.nxtbook.com/nxtbooks/outdoorretailer/postshow_summer2019
https://www.nxtbook.com/nxtbooks/outdoorretailer/day3_summer2019
https://www.nxtbook.com/nxtbooks/outdoorretailer/day2_summer2019
https://www.nxtbook.com/nxtbooks/outdoorretailer/day1_summer2019
https://www.nxtbook.com/nxtbooks/outdoorretailer/preshow_summer2019
https://www.nxtbook.com/nxtbooks/outdoorretailer/2019summer
https://www.nxtbook.com/nxtbooks/outdoorretailer/postshow2019
https://www.nxtbook.com/nxtbooks/outdoorretailer/daily2019_day3
https://www.nxtbook.com/nxtbooks/outdoorretailer/daily2019_day2
https://www.nxtbook.com/nxtbooks/outdoorretailer/daily2019_day1
https://www.nxtbook.com/nxtbooks/outdoorretailer/preshow2019
https://www.nxtbook.com/nxtbooks/outdoorretailer/2019winter
https://www.nxtbook.com/nxtbooks/outdoorretailer/2018summer
https://www.nxtbook.com/nxtbooks/outdoorretailer/2018winter
https://www.nxtbook.com/nxtbooks/outdoorretailer/201707
https://www.nxtbook.com/nxtbooks/outdoorretailer/2017summer
https://www.nxtbook.com/nxtbooks/outdoorretailer/2017winter
https://www.nxtbook.com/nxtbooks/outdoorretailer/2016summer
https://www.nxtbook.com/nxtbooks/outdoorretailer/2016winter
https://www.nxtbookmedia.com