Outdoor Retailer - December 2020 - 32

The Glass Fire forced the
evacuation of over
70,000 people in Napa
and Sonoma counties.

ed on. In the 100 years that fire suppression
ruled, 43.4 million people crowded into the
West's fire-adapted biomes, many of those into
California, America's most fire-prone state.
Dams were plugged into the Sierra's many river
canyons, and power lines were strung between
the dams and coastal cities. At the same time,
the climate began to change-warming, drying-codifying weather patterns like droughts
and east winds from once-outlier events into
annual affairs. California's hot day temperatures are now 2.5 degrees higher than the average summertime temperatures of the previous decades. (This year, Los Angeles recorded a
121-degree day for the first time ever). Climate
models that have been spot-on so far forecast
that, in the years ahead, temperatures will continue to increase, bringing the acreage burned
up with them. The American West was developed in a climate that no longer exists.
When wild flames returned to a landscape starved of fires, they feasted. Instead

32 OUTDOOR RETAILER

/ December 2020

IN THE 100 YEARS WHERE
FIRE SUPPRESSION RULED,

its budget on one of its missions. In 2018, the
agency dropped $2.4 billion fighting fires. That
mark is sure to be eclipsed this year.
To be certain, the 2020 fire season is no
anomaly. It is the dawn of the Pyrocene.

MOST FIRE-PRONE STATE.

espite the scale of the 2020 fire season, this year won't prompt radical
change to America's fire service-a
lumbering behemoth of 164 or so entwined
state, federal, county, and city bureaucracies
that is dominated by men and women (mostly
men) with many years of firefighting experience and fixed ideas on how their life's work is
done best. What the season will do, though, is
provide more cogs in the wheel that is slowly
rolling the fire service away from the suppression-only mindset and toward an ideology that
works with nature.
In addition to some remarkably successful adaptations to fire camps that have so far
choked off COVID-19's spread among fire-

43.4 million people crowded
into the West's fire adapted
biomes, and many of those
into California, AMERICA'S

of the meandering fires that shaped much of
the West's woods for millenia and were easy
enough for firefighters to control, the West
got mega and then gigafires. Between 1972
and 2018, California saw a fivefold increase in
acreage burned. Eight of the 10 largest fires in
California history erupted in this past decade;
five burned this year alone. This ratcheting up
of intensity happened under the watch of the
Forest Service, an agency charged with managing recreation, wildlife, timber, and water for
193 million acres. But instead of focusing on
those duties, triage forced the Forest Service to
spend record sums fighting fires-fully half of

D



Outdoor Retailer - December 2020

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

OUTDOOR RETAILER - DECEMBER 2020
CONTENTS
THE PULSE
HEADLINES
MARKETING
RETAIL 101
CASE STUDY
IDEAS
THOUGHT LEADERS
THE OR CHAT
RESEARCH AND RESOURCES
WELCOME TO THE PYROCENE
NATURE AS MEDICINE
FREERIDESTAN!
BREAD + BUTTER
BACKCOUNTRY BOOM
GEAR GALLERY
HOT PICKS
THE VIEW
FIELD NOTES
#SHOPLIFE
#REPLIFE
BACKSTORY
Outdoor Retailer - December 2020 - OUTDOOR RETAILER - DECEMBER 2020
Outdoor Retailer - December 2020 - Cover2
Outdoor Retailer - December 2020 - 3
Outdoor Retailer - December 2020 - 4
Outdoor Retailer - December 2020 - 5
Outdoor Retailer - December 2020 - 6
Outdoor Retailer - December 2020 - 7
Outdoor Retailer - December 2020 - 8
Outdoor Retailer - December 2020 - THE PULSE
Outdoor Retailer - December 2020 - HEADLINES
Outdoor Retailer - December 2020 - 11
Outdoor Retailer - December 2020 - 12
Outdoor Retailer - December 2020 - 13
Outdoor Retailer - December 2020 - 14
Outdoor Retailer - December 2020 - 15
Outdoor Retailer - December 2020 - 16
Outdoor Retailer - December 2020 - MARKETING
Outdoor Retailer - December 2020 - RETAIL 101
Outdoor Retailer - December 2020 - CASE STUDY
Outdoor Retailer - December 2020 - 20
Outdoor Retailer - December 2020 - 21
Outdoor Retailer - December 2020 - IDEAS
Outdoor Retailer - December 2020 - THOUGHT LEADERS
Outdoor Retailer - December 2020 - 24
Outdoor Retailer - December 2020 - THE OR CHAT
Outdoor Retailer - December 2020 - RESEARCH AND RESOURCES
Outdoor Retailer - December 2020 - 27
Outdoor Retailer - December 2020 - WELCOME TO THE PYROCENE
Outdoor Retailer - December 2020 - 29
Outdoor Retailer - December 2020 - 30
Outdoor Retailer - December 2020 - 31
Outdoor Retailer - December 2020 - 32
Outdoor Retailer - December 2020 - 33
Outdoor Retailer - December 2020 - NATURE AS MEDICINE
Outdoor Retailer - December 2020 - 35
Outdoor Retailer - December 2020 - 36
Outdoor Retailer - December 2020 - 37
Outdoor Retailer - December 2020 - FREERIDESTAN!
Outdoor Retailer - December 2020 - 39
Outdoor Retailer - December 2020 - 40
Outdoor Retailer - December 2020 - 41
Outdoor Retailer - December 2020 - 42
Outdoor Retailer - December 2020 - BREAD + BUTTER
Outdoor Retailer - December 2020 - BACKCOUNTRY BOOM
Outdoor Retailer - December 2020 - 45
Outdoor Retailer - December 2020 - GEAR GALLERY
Outdoor Retailer - December 2020 - 47
Outdoor Retailer - December 2020 - 48
Outdoor Retailer - December 2020 - 49
Outdoor Retailer - December 2020 - 50
Outdoor Retailer - December 2020 - 51
Outdoor Retailer - December 2020 - 52
Outdoor Retailer - December 2020 - 53
Outdoor Retailer - December 2020 - 54
Outdoor Retailer - December 2020 - 55
Outdoor Retailer - December 2020 - HOT PICKS
Outdoor Retailer - December 2020 - 57
Outdoor Retailer - December 2020 - THE VIEW
Outdoor Retailer - December 2020 - 59
Outdoor Retailer - December 2020 - FIELD NOTES
Outdoor Retailer - December 2020 - 61
Outdoor Retailer - December 2020 - 62
Outdoor Retailer - December 2020 - 63
Outdoor Retailer - December 2020 - 64
Outdoor Retailer - December 2020 - 65
Outdoor Retailer - December 2020 - 66
Outdoor Retailer - December 2020 - 67
Outdoor Retailer - December 2020 - 68
Outdoor Retailer - December 2020 - #SHOPLIFE
Outdoor Retailer - December 2020 - #REPLIFE
Outdoor Retailer - December 2020 - 71
Outdoor Retailer - December 2020 - 72
Outdoor Retailer - December 2020 - Cover3
Outdoor Retailer - December 2020 - BACKSTORY
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