Outdoor Retailer - Winter 2019 - 34

Feature .02

SHADES OF PERCEPTION
Many incidents of racism
in retail go unreported
and unresovled. Some
incidents that are
perceived as racism are
misunderstandings.
How can retailers create
more welcoming
atmospheres and
thoughtfully diffuse those
misunderstandings?

MOVING THE NEEDLE

I

The talk on diversity, equity, and inclusion continues to gain traction in the outdoor industry. But talk is just that. How can we actually make a difference
when it comes to changing the face of the outdoors? By James Edward Mills

N THE WINTER OF 2016, OUTDOOR RETAILER LISA HOLLENBECK WAS ALERTED TO A
negative customer comment on Facebook. The co-owner of Alpine Shop, a ski, bike and
camping store near St. Louis, Missouri, immediately wanted to know what had happened. The details of the incident could be described as a simple misunderstanding, but
the fact remained-a customer was not happy.
"I just left the Alpine Shop!" the customer wrote on her personal Facebook page. "I will never
patron[ize] that store, even online." The woman, whom we'll call Helen*, complained that she
received poor customer service. She felt that her needs and interests were being ignored or at best
under appreciated. In her Facebook post, she said that an employee "abruptly walked away not
asking if I needed him further or wanted to purchase anything. I cannot deal with [a] rude salesman when I am going to spend my money. Got a problem with my skin color[?] Get over it!"

34 OUTDOOR RETAILER

/ Winter 2019

An African American of middle age, Helen
believed she was being mistreated because she
is Black. Two years after the death of Michael
Brown at the hands of police officers in nearby
Ferguson and the riots that followed, racial
tensions in much of Missouri still run high.
And this occurrence at Alpine Shop in the
mostly white suburb of Kirkwood seemed to
Helen like confirmation of her belief that she
was not welcome there. But to Hollenbeck
nothing could be further from the truth. "We

Photographs by Andrew Kornylak



Outdoor Retailer - Winter 2019

Table of Contents for the Digital Edition of Outdoor Retailer - Winter 2019

OUTDOOR RETAILER - WINTER 2019
CONTENTS
THE PULSE
HEADLINES
MERCHANDISING
MARKETING
BIG PICTURE
GLOBAL PERSPECTIVE
CASE STUDY
IDEAS
WHITNEY CONNELL
SHERYL DEBOARD
EMPLOYEE OF THE MONTH
RESEARCH
NEPTUNE’S REVIVAL
MOVING THE NEEDLE
SKI TRADITIONS
BREAD+BUTTER
KNOW YOUR WINTER SPORTS
MADE IN AMERICA
WORK WEAR
COUNTER CULTURE
THE VIEW
HOW I GOT HERE
#REPLIFE
FROM THE ROAD
Outdoor Retailer - Winter 2019 - OUTDOOR RETAILER - WINTER 2019
Outdoor Retailer - Winter 2019 - Cover2
Outdoor Retailer - Winter 2019 - 1
Outdoor Retailer - Winter 2019 - CONTENTS
Outdoor Retailer - Winter 2019 - 3
Outdoor Retailer - Winter 2019 - 4
Outdoor Retailer - Winter 2019 - 5
Outdoor Retailer - Winter 2019 - 6
Outdoor Retailer - Winter 2019 - 7
Outdoor Retailer - Winter 2019 - 8
Outdoor Retailer - Winter 2019 - THE PULSE
Outdoor Retailer - Winter 2019 - HEADLINES
Outdoor Retailer - Winter 2019 - 11
Outdoor Retailer - Winter 2019 - MERCHANDISING
Outdoor Retailer - Winter 2019 - 13
Outdoor Retailer - Winter 2019 - MARKETING
Outdoor Retailer - Winter 2019 - BIG PICTURE
Outdoor Retailer - Winter 2019 - GLOBAL PERSPECTIVE
Outdoor Retailer - Winter 2019 - 17
Outdoor Retailer - Winter 2019 - CASE STUDY
Outdoor Retailer - Winter 2019 - 19
Outdoor Retailer - Winter 2019 - 20
Outdoor Retailer - Winter 2019 - IDEAS
Outdoor Retailer - Winter 2019 - WHITNEY CONNELL
Outdoor Retailer - Winter 2019 - SHERYL DEBOARD
Outdoor Retailer - Winter 2019 - EMPLOYEE OF THE MONTH
Outdoor Retailer - Winter 2019 - 25
Outdoor Retailer - Winter 2019 - RESEARCH
Outdoor Retailer - Winter 2019 - 27
Outdoor Retailer - Winter 2019 - NEPTUNE’S REVIVAL
Outdoor Retailer - Winter 2019 - 29
Outdoor Retailer - Winter 2019 - 30
Outdoor Retailer - Winter 2019 - 31
Outdoor Retailer - Winter 2019 - 32
Outdoor Retailer - Winter 2019 - 33
Outdoor Retailer - Winter 2019 - MOVING THE NEEDLE
Outdoor Retailer - Winter 2019 - 35
Outdoor Retailer - Winter 2019 - 36
Outdoor Retailer - Winter 2019 - 37
Outdoor Retailer - Winter 2019 - SKI TRADITIONS
Outdoor Retailer - Winter 2019 - 39
Outdoor Retailer - Winter 2019 - 40
Outdoor Retailer - Winter 2019 - 41
Outdoor Retailer - Winter 2019 - 42
Outdoor Retailer - Winter 2019 - BREAD+BUTTER
Outdoor Retailer - Winter 2019 - KNOW YOUR WINTER SPORTS
Outdoor Retailer - Winter 2019 - 45
Outdoor Retailer - Winter 2019 - MADE IN AMERICA
Outdoor Retailer - Winter 2019 - 47
Outdoor Retailer - Winter 2019 - WORK WEAR
Outdoor Retailer - Winter 2019 - 49
Outdoor Retailer - Winter 2019 - COUNTER CULTURE
Outdoor Retailer - Winter 2019 - 51
Outdoor Retailer - Winter 2019 - THE VIEW
Outdoor Retailer - Winter 2019 - 53
Outdoor Retailer - Winter 2019 - 54
Outdoor Retailer - Winter 2019 - 55
Outdoor Retailer - Winter 2019 - 56
Outdoor Retailer - Winter 2019 - 57
Outdoor Retailer - Winter 2019 - HOW I GOT HERE
Outdoor Retailer - Winter 2019 - 59
Outdoor Retailer - Winter 2019 - #REPLIFE
Outdoor Retailer - Winter 2019 - 61
Outdoor Retailer - Winter 2019 - FROM THE ROAD
Outdoor Retailer - Winter 2019 - 63
Outdoor Retailer - Winter 2019 - 64
Outdoor Retailer - Winter 2019 - Cover3
Outdoor Retailer - Winter 2019 - Cover4
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
https://www.nxtbook.com/emerald/outdoorretailer/outdoor-retailer-july-2021
https://www.nxtbook.com/emerald/outdoorretailer/outdoor-retailer-june-2021
https://www.nxtbook.com/emerald/outdoorretailer/may_2021
https://www.nxtbook.com/emerald/outdoorretailer/april_2021
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https://www.nxtbook.com/nxtbooks/outdoorretailer/theweekly_07302020
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https://www.nxtbook.com/nxtbooks/outdoorretailer/theweekly_05192020
https://www.nxtbook.com/nxtbooks/nxtbook_bhtest/weeeekly_05052020__JJ
https://www.nxtbook.com/nxtbooks/outdoorretailer/theweekly_05122020
https://www.nxtbook.com/nxtbooks/outdoorretailer/theweekly_05052020
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
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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
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https://www.nxtbook.com/nxtbooks/outdoorretailer/2016summer
https://www.nxtbook.com/nxtbooks/outdoorretailer/2016winter
https://www.nxtbookmedia.com