The outdoor industry has always been unique compared to other parts of the working world. More than a collection of companies, it is a constellation of people who not only share financial ties but also find common ground in a love of exploring wild places.
Retailers, manufacturers, reps, nonprofits, and media members have traditionally spent valuable time together hiking, running, climbing, paddling, skiing, and more. These experiences have forged strong relationships that were reinforced at conferences and other national
gatherings.
Over the last few years, though, the COVID-19 pandemic and other market forces have frayed connections in the outdoor industry. The pandemic reduced the number of face-to-face gatherings, and new economic pressures made it more challenging to travel and share time on trails and show floors. While the industry has become fragmented, it’s important that we, as a community, meet face to face.
If we stay in our silos and only communicate digitally, we lose the ability to connect on a more personal and meaningful level. At industry gatherings, you can interact with peers you don’t normally encounter and gain insight from their experiences. National shows offer access to business leaders you wouldn’t see or meet otherwise. While walking the aisles, you can discover new brands, products, and organizations that benefit your business. And networking events and education sessions provide learnings into issues affecting the industry beyond your own backyard.
One of the chief benefits of attending an industry event is the chance to step outside your world, meet with peers, and gain a fresh perspective on the market. For Brian Mildenstein, owner of Fin & Feather in Iowa City, IA, industry gatherings provide an excellent opportunity to meet people he wouldn’t see otherwise. He’s looking forward to meeting another shop owner who wrote an article about the relationship between retailers and
manufacturers. “His shop is in Idaho, so I’m never going to run into him, and I’m not going to fly out to Idaho and just sit down and have a coffee,” says Mildenstein. “But I can do that at a national show.” Mildenstein says he gets valuable information by talking with retailers from other parts of the country. “Our shops might be different, but we have things in common,” he says, adding that a show is a non-threatening environment where “people gladly share information.” Retailers commonly feel isolated and wonder if they’re making the right moves to address national trends. At events, shop owners can consult with peers to better understand the market. “The most educational part of going to a trade show is talking to somebody else with the same experiences as you,” says Whitney Connell, owner of Hays Co. Outfitters in San Marcos, TX. “You can talk with someone who is not necessarily trying to sell you something.”
Another advantage of attending an in-person event is that it provides retailers access to a variety of company representatives. Mildenstein says his suggestions and concerns for manufacturers don’t always make it past the reps to reach people higher in the chain of command. A show like Switchback Spring lets him talk directly with executives and other brand leaders. “You can have a meaningful conversation with a marketing person or maybe a sales manager and tell them things that would really help,” says Mildenstein. Many Switchback exhibitors are staffing their booths with a range of personnel, such as brand managers and marketing team members, so they can highlight various aspects of the company and share a variety of product stories.
Opportunities for Discovery
With the outdoor market becoming more competitive, retailers must differentiate themselves. To do this, dealers can attend a show like Switchback Spring to discover new products and emerging brands. “There’s great value in being able to walk an aisle and see something that jumps out at you,” says Kerri Olson, outdoor apparel senior buyer for Piragis Northwoods Company in Ely, MN. People often pack their schedule with appointments to make the most of a show, but it’s wise to set aside time to explore the show floor. You might discover something intriguing. Plus, you can quickly get an overall sense of design and style trends.
While Switchback Spring helps dealers stay current with product trends, it also provides a forum for people to discuss significant issues impacting the outdoor industry. The education program, which spans over all three days of the event, includes presentations and panel sessions covering timely, critical topics, such as threats to public lands and the forces affecting relationships between retailers and manufacturers. It’s one thing to read news stories about these issues or view reactions on social media, but only by being in the room can you get a real sense of how people feel—and what they’re actually doing. “The way you create community is not by having a Zoom meeting,” says Mildenstein. “You do it by coming together
and talking.”
Christina Henderson, Event Director
[email protected]
214-263-4706
Beth Gordon, New Business Development Director
[email protected]
949-293-1378
Emma Galeckas, Attendee Relations Coordinator
[email protected]
207-842-5607