Outdoor Retailer - Summer 2018 - 32

IDEAS

Carolyn Lawrence
Each issue we speak to key employees who work behind the counters
and in the aisles at successful retailers in order to find out what it
takes to turn a great shop into a neighborhood institution.
by Aaron H. Bible
WHEN IT COMES TO SPECIALTY RETAIL
and get them psyched on playing outside and
trying out new sports. My job is literally to
employees who make a lasting impression, atmake humans smile and enable them to distitude is everything. Sometimes we forget that
cover a passion and love for the outdoors."
it doesn't take multiple decades to really "get"
Lawrence says that between coordinating
the outdoor industry, and then we come upon
events, managing social media, and heading
a rising star who reminds us what it takes to be
OGE's grant fund, she's never had a dull day, alan outstanding member of that community.
though she admits that her Type A personality
Sometimes it only takes a couple of years.
helps her thrive in this dynamic environment.
Meet Carolyn Lawrence, coordinator of
"That being said, there are some weeks
events, grants, and social media at Outdoor
where everything seems to happen at once-
Gear Exchange (OGE) in Burlington,
two major events to host, grant applications to
Vermont. "The more folks we get playing
read and summarize, social media campaigns
outside, the more happier people there will be
to generate, etc. It gets hectic," Lawrence says.
in this world. That's my goal, and coordinat"But the time-management
ing events at OGE allows me
challenges allow me to walk
to achieve it every day," says
away from the shop feeling acLawrence. "I have the opporCarolyn Lawrence, 25
tunity to brainstorm events
Shop: Outdoor Gear Exchange complished and rewarded."
Over the last two years,
centered around each of the
Location: Burlington, Vermont
Lawrence
has been instrusports our shop carries and
Role: Events, Grants, and
mental in growing each of
bring them to fruition. I host
Social Media Coordinator
these pillars for the shop, and
and attend all these events,
Experience: Two and a half
her work has dramatically
chat with awesome people,
years

32 OUTDOOR RETAILER

/ Summer 2018

WORDS OF WISDOM

Helping people get outdoors:

"Don't be intimidated about trying
something new! Who cares if your
friends are supposedly faster, stronger,
whatever than you? If they're really
your friends, they'll be super encouraging and stoked that you're adventuring
with them. Get out of that comfort zone
and hop on that mountain bike, ski
that line, climb that sport route, and
hike that huge mountain."

Sam Davies

EMPLOYEE OF THE MONTH

increased the number of smiles throughout the OGE community. Of particular note
is the Outdoor Gear Exchange Charitable
Grant Fund, which was established in 2013
and is a project that Lawrence is especially
passionate about.
"We award monetary grants of up to $1,500
to local organizations that focus on land conservation, stewardship, and increasing public
land access. It's a unique way to give back to
the outdoor community that has supported
us for so many years, while simultaneously
establishing rapport with local nonprofits
that do incredible work," Lawrence says. "The
grant has contributed to the construction of
mountain bike trails, the acquisition of new
climbing areas, building of portage trails for
paddlers, and so much more. We indirectly get
to help more folks get outside and enjoy the
wonders nature has to offer in Vermont."
Lawrence's energy is contagious.
"Carolyn has the best attitude, perpetually positive. When she is out ski touring,
biking, hiking, or paddling, she makes sure
everyone is enjoying their experience to the
fullest," says Mike Donohue, Carolyn's boss,
founder and "Chief Instigating Officer" of
Outdoor Gear Exchange. "This translates
through when she is the voice of the OGE at
events and when reviewing our charitable
grant fund applications. She brings her energy, enthusiasm, and gives 110 percent all
the time. She's also a great team player. She
figures out how to make time in her schedule
to get into the ski shop to mount and test skis
to keep our turnaround time as short as
possible when the snow starts flying." O.R.



Outdoor Retailer - Summer 2018

Table of Contents for the Digital Edition of Outdoor Retailer - Summer 2018

OUTDOOR RETAILER - SUMMER 2018
CONTENTS
THE PULSE
HEADLINES
MERCHANDISING
MARKETING
BIG PICTURE
CASE STUDY
IDEAS
CHRISTIAN DE LA IGLESIA
SHIRA EPSTEIN
EMPLOYEE OF THE MONTH
RESEARCH
SAWYER LAND + SEA
DISASTER STRIKES
BE THE BRAND
BREAD+BUTTER
PADDLING HARDGOODS
THE RENEWAL WORKSHOP
BROWN GIRLS CLIMB
COUNTER CULTURE
THE VIEW
HOW I GOT HERE
FROM THE ROAD
#REPLIFE
BACKSTORY
Outdoor Retailer - Summer 2018 - OUTDOOR RETAILER - SUMMER 2018
Outdoor Retailer - Summer 2018 - Cover2
Outdoor Retailer - Summer 2018 - 1
Outdoor Retailer - Summer 2018 - CONTENTS
Outdoor Retailer - Summer 2018 - 3
Outdoor Retailer - Summer 2018 - 4
Outdoor Retailer - Summer 2018 - 5
Outdoor Retailer - Summer 2018 - 6
Outdoor Retailer - Summer 2018 - 7
Outdoor Retailer - Summer 2018 - 8
Outdoor Retailer - Summer 2018 - THE PULSE
Outdoor Retailer - Summer 2018 - HEADLINES
Outdoor Retailer - Summer 2018 - 11
Outdoor Retailer - Summer 2018 - MERCHANDISING
Outdoor Retailer - Summer 2018 - 13
Outdoor Retailer - Summer 2018 - MARKETING
Outdoor Retailer - Summer 2018 - 15
Outdoor Retailer - Summer 2018 - BIG PICTURE
Outdoor Retailer - Summer 2018 - 17
Outdoor Retailer - Summer 2018 - 18
Outdoor Retailer - Summer 2018 - 19
Outdoor Retailer - Summer 2018 - CASE STUDY
Outdoor Retailer - Summer 2018 - 21
Outdoor Retailer - Summer 2018 - 22
Outdoor Retailer - Summer 2018 - 23
Outdoor Retailer - Summer 2018 - 24
Outdoor Retailer - Summer 2018 - 25
Outdoor Retailer - Summer 2018 - IDEAS
Outdoor Retailer - Summer 2018 - 27
Outdoor Retailer - Summer 2018 - CHRISTIAN DE LA IGLESIA
Outdoor Retailer - Summer 2018 - 29
Outdoor Retailer - Summer 2018 - SHIRA EPSTEIN
Outdoor Retailer - Summer 2018 - 31
Outdoor Retailer - Summer 2018 - EMPLOYEE OF THE MONTH
Outdoor Retailer - Summer 2018 - 33
Outdoor Retailer - Summer 2018 - RESEARCH
Outdoor Retailer - Summer 2018 - 35
Outdoor Retailer - Summer 2018 - SAWYER LAND + SEA
Outdoor Retailer - Summer 2018 - 37
Outdoor Retailer - Summer 2018 - 38
Outdoor Retailer - Summer 2018 - 39
Outdoor Retailer - Summer 2018 - 40
Outdoor Retailer - Summer 2018 - 41
Outdoor Retailer - Summer 2018 - DISASTER STRIKES
Outdoor Retailer - Summer 2018 - 43
Outdoor Retailer - Summer 2018 - 44
Outdoor Retailer - Summer 2018 - 45
Outdoor Retailer - Summer 2018 - BE THE BRAND
Outdoor Retailer - Summer 2018 - 47
Outdoor Retailer - Summer 2018 - 48
Outdoor Retailer - Summer 2018 - 49
Outdoor Retailer - Summer 2018 - 50
Outdoor Retailer - Summer 2018 - BREAD+BUTTER
Outdoor Retailer - Summer 2018 - PADDLING HARDGOODS
Outdoor Retailer - Summer 2018 - 53
Outdoor Retailer - Summer 2018 - THE RENEWAL WORKSHOP
Outdoor Retailer - Summer 2018 - 55
Outdoor Retailer - Summer 2018 - BROWN GIRLS CLIMB
Outdoor Retailer - Summer 2018 - 57
Outdoor Retailer - Summer 2018 - COUNTER CULTURE
Outdoor Retailer - Summer 2018 - 59
Outdoor Retailer - Summer 2018 - THE VIEW
Outdoor Retailer - Summer 2018 - 61
Outdoor Retailer - Summer 2018 - 62
Outdoor Retailer - Summer 2018 - 63
Outdoor Retailer - Summer 2018 - 64
Outdoor Retailer - Summer 2018 - 65
Outdoor Retailer - Summer 2018 - HOW I GOT HERE
Outdoor Retailer - Summer 2018 - 67
Outdoor Retailer - Summer 2018 - FROM THE ROAD
Outdoor Retailer - Summer 2018 - 69
Outdoor Retailer - Summer 2018 - #REPLIFE
Outdoor Retailer - Summer 2018 - 71
Outdoor Retailer - Summer 2018 - BACKSTORY
Outdoor Retailer - Summer 2018 - Cover3
Outdoor Retailer - Summer 2018 - Cover4
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