Outdoor Retailer - Summer 2020 - 36

Feature .02

up-to-date, and easy-tonavigate sections to help
businesses deal with everything from the small
business and paycheck
protection loan application process to manufacturing pivots that would
allow them to shift their
production capabilities
in order to make personal protective equipment. A week later, OIA
began hosting weekly
webinars and podcasts
on topics relevant to
the quickly changing
landscape. As Memorial
Day approached, OIA
joined partner organizations to launch the
#RecreateResponsibly
campaign, an initiative
that went viral on social
media and helped ensure
that the record number
of people finding solace
in the outdoors did so
safely and responsibly.

When it ran on Outside Online, thousands of
other outdoor lovers benefited. Some tips included create 'corona-free' zones by engaging
in an activity like reading or baking because
staying in the moment helps "downshift" the
nervous system and "cultivate hope" by doing things like planting a garden or starting a
gratitude journal with a friend.

Outdoor Industry Association
Pivoting in a flash to help suppliers, factories,
and brands navigate global shutdown
In the span of just two weeks in March, specialty outdoor retail shops across the country
and their worldwide supply chains-suppliers, factories, and brands-were forced to halt
their operations and close their doors indefinitely. Uncertainty and angst came next, as
business owners and employees scrambled for
guidance, reliable information, and answers
about how to keep their businesses afloat. In
a matter of days, OIA built and launched a robust resource hub on its website with curated,

36 OUTDOOR RETAILER

/ Summer 2020

Snowsports Industries of America
Reigning skiers in to help protect both themselves and rural communities
When ski areas shut down and skiers
flooded the backcountry instead of sheltering
at home, SIA's president, Nick Sargent, took a
risky stance for an organization whose main
mission is the promotion of winter snowsports. Through SIA, he created the #curbyourturns campaign, asking shredders to stay
home. The gamble was that SIA's members
wouldn't support the cause. But lucky for
SIA, says Sargent, its members supported,
shared, and represented the campaign to
"flatten the curve, support the shelter-inplace rules, and mitigate any unnecessary
trips to the clinics or hospitals in [a given
region]." The campaign had a global reach,
with over 15 media placements and multiple
athlete endorsements. "There was also lots
of engagement with winter outdoor enthusiasts. We held one of our weekly Town Halls
about this-Recreating Responsibly During
the Pandemic-featuring media, a first re-

sponder, an avalanche center, and a ski area,"
Sargent says.

The Redside Foundation
Helping river guides navigate working
during the pandemic
"Outdoor guides, be they on rivers, in the
mountains, or in deserts (or other places), are
feeling the one-two punch of losing seasonal work they rely on to support them yearround and the ability to get outside as much
as they're used to, thanks to stay-at-home or
safer-at-home mandates in many U.S. states,"
says Shannon Walton, executive director of
the Redside Foundation. Both Redside and
the American Mountain Guides Association
(AMGA) answered their communities' calls:
Redside by offering mental and emotional
health support and counseling, FAQs of guide
protocol during the pandemic, COVID resources such as unemployment and assistance
resources, and a guide-friendly job board.
INDIVIDUALS

Kristin Carpenter
Moving our industry forward amid trauma
In early March, Carpenter, who founded
Verde Brand Communications in 2001, started leading weekly SIA Town Hall discussions
targeted to specialty brands and retailers to
help them navigate the crisis. Carpenter has
now moderated 11 of these to virtual audiences ranging from 110 to 500 participants.
She's also led similar webinars for the AMGA,
the National Bicycle Dealer Association, and
OIA. "We had clients who were truly stuck
and did not know how to communicate internally or externally when COVID-19 hit,"
Carpenter says. "They were considering going
dark, which, as specialty brands, is the worst
thing they could do. They were considering
staying silent through the more recent unrest
as well. We offered a framework and strategy
to help them understand how they could not
only be there for their audiences, but also be
part of the way forward."

Anna Paff
Returning to a former career-full-time
nursing-to help the sick and dying

Carlo Nasisse

Nick Sargent



Outdoor Retailer - Summer 2020

Table of Contents for the Digital Edition of Outdoor Retailer - Summer 2020

OUTDOOR RETAILER - SUMMER 2020
CONTENTS
THE PULSE
HEADLINES
RETAIL 101
MARKETING
GLOBAL PERSPECTIVE
CASE STUDY
IDEAS
FLOYD LANDIS
AMY HATCH
EMPLOYEE OF THE MON
RESEARCH
THE COVID-19 TIMELINE
HEROES IN CRISIS
ON BLACK JOY
BREAD+BUTTER
SUSTAINABILITY
HOT PICK
THE VIEW
HOW I GOT HERE
#SHOPLIFE
FROM THE ROAD
Outdoor Retailer - Summer 2020 - OUTDOOR RETAILER - SUMMER 2020
Outdoor Retailer - Summer 2020 - Cover2
Outdoor Retailer - Summer 2020 - 1
Outdoor Retailer - Summer 2020 - CONTENTS
Outdoor Retailer - Summer 2020 - 3
Outdoor Retailer - Summer 2020 - 4
Outdoor Retailer - Summer 2020 - 5
Outdoor Retailer - Summer 2020 - 6
Outdoor Retailer - Summer 2020 - THE PULSE
Outdoor Retailer - Summer 2020 - HEADLINES
Outdoor Retailer - Summer 2020 - 9
Outdoor Retailer - Summer 2020 - RETAIL 101
Outdoor Retailer - Summer 2020 - 11
Outdoor Retailer - Summer 2020 - MARKETING
Outdoor Retailer - Summer 2020 - 13
Outdoor Retailer - Summer 2020 - GLOBAL PERSPECTIVE
Outdoor Retailer - Summer 2020 - CASE STUDY
Outdoor Retailer - Summer 2020 - 16
Outdoor Retailer - Summer 2020 - 17
Outdoor Retailer - Summer 2020 - IDEAS
Outdoor Retailer - Summer 2020 - FLOYD LANDIS
Outdoor Retailer - Summer 2020 - AMY HATCH
Outdoor Retailer - Summer 2020 - EMPLOYEE OF THE MON
Outdoor Retailer - Summer 2020 - RESEARCH
Outdoor Retailer - Summer 2020 - 23
Outdoor Retailer - Summer 2020 - THE COVID-19 TIMELINE
Outdoor Retailer - Summer 2020 - 25
Outdoor Retailer - Summer 2020 - 26
Outdoor Retailer - Summer 2020 - 27
Outdoor Retailer - Summer 2020 - 28
Outdoor Retailer - Summer 2020 - 29
Outdoor Retailer - Summer 2020 - 30
Outdoor Retailer - Summer 2020 - 31
Outdoor Retailer - Summer 2020 - HEROES IN CRISIS
Outdoor Retailer - Summer 2020 - 33
Outdoor Retailer - Summer 2020 - 34
Outdoor Retailer - Summer 2020 - 35
Outdoor Retailer - Summer 2020 - 36
Outdoor Retailer - Summer 2020 - 37
Outdoor Retailer - Summer 2020 - ON BLACK JOY
Outdoor Retailer - Summer 2020 - 39
Outdoor Retailer - Summer 2020 - 40
Outdoor Retailer - Summer 2020 - 41
Outdoor Retailer - Summer 2020 - BREAD+BUTTER
Outdoor Retailer - Summer 2020 - 43
Outdoor Retailer - Summer 2020 - SUSTAINABILITY
Outdoor Retailer - Summer 2020 - 45
Outdoor Retailer - Summer 2020 - 46
Outdoor Retailer - Summer 2020 - 47
Outdoor Retailer - Summer 2020 - HOT PICK
Outdoor Retailer - Summer 2020 - 49
Outdoor Retailer - Summer 2020 - THE VIEW
Outdoor Retailer - Summer 2020 - 51
Outdoor Retailer - Summer 2020 - 52
Outdoor Retailer - Summer 2020 - 53
Outdoor Retailer - Summer 2020 - 54
Outdoor Retailer - Summer 2020 - 55
Outdoor Retailer - Summer 2020 - HOW I GOT HERE
Outdoor Retailer - Summer 2020 - 57
Outdoor Retailer - Summer 2020 - #SHOPLIFE
Outdoor Retailer - Summer 2020 - 59
Outdoor Retailer - Summer 2020 - FROM THE ROAD
Outdoor Retailer - Summer 2020 - 61
Outdoor Retailer - Summer 2020 - 62
Outdoor Retailer - Summer 2020 - 63
Outdoor Retailer - Summer 2020 - 64
Outdoor Retailer - Summer 2020 - Cover3
Outdoor Retailer - Summer 2020 - Cover4
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
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https://www.nxtbook.com/nxtbooks/outdoorretailer/february_2021
https://www.nxtbook.com/nxtbooks/outdoorretailer/january_2021
https://www.nxtbook.com/nxtbooks/outdoorretailer/december_2020
https://www.nxtbook.com/nxtbooks/outdoorretailer/theweekly_07302020
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https://www.nxtbook.com/nxtbooks/outdoorretailer/2020summer
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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
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https://www.nxtbook.com/nxtbooks/outdoorretailer/2017summer
https://www.nxtbook.com/nxtbooks/outdoorretailer/2017winter
https://www.nxtbook.com/nxtbooks/outdoorretailer/2016summer
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https://www.nxtbookmedia.com