2012 Post SHow Report
More than 21,000 attendees gathered in Salt Lake City to see the latest in gear and innovations, connecting with peers at the outdoor industry’s largest semi-annual gathering, Outdoor Retailer Winter Market 2012. Outdoor Retailer Winter Market 2012 was one of the most memorable to date thanks to the continued support, creativity and passion of the assembled brands and retailers. Despite the continued challenging and uncooperative weather in 2011, the market came together and expressed optimism for the 2012/2013 season. As the annual gathering of our industry, Winter Market reflected this optimism and sense of great potential for the future.
“Winter Market remains one of the fastest growing and exciting shows in the country, and the lack of big snow nationwide has not dampened the incredible energy this industry emanates. Retailers and media have flocked to the show from the corners of the continent and the world to witness the incredible strength of innovation in 2012-13 products and brand stories, and to partake in the elevation and celebration of the active outdoor lifestyle.” – KENJI HAROUTUNIAN, VICE PRESIDENT, OUTDOOR GROUP
Winter Market saw increases across the board, with jumps in buyer, store and overall attendance as well as a significant increase in exhibitor count, easily making it the largest-ever winter show. Areas of large growth for Winter Market included a 15 percent increase in retailers from New England, a jump in footwear brands, which now account for nearly a quarter of all exhibitors, the arrival of iconic brands such as Burton and recognizable debuts like the new line by Quiksilver Mountain. The robust retailer corps and enthusiasm surrounding the show fueled strong positive reactions from exhibitors who rely on the buyer mix to expand their brands and OR’s community to energize and focus their efforts.
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Retailer Stats: EXHIBITING BRANDS: 10.8% increase from 2011
DESIGNERS: 23% increase from 2011
BUYER ATTENDANCE: 11% increase from 2011
OVERALL EXPO ATTENDANCE: 8.4% increase from 2011
STORE COUNT ATTENDANCE: 10% increase from 2011
4 YEAR TREND OF VERIFIED BUYERS/MEDIA: 31% increase since 2009
WORKING MEDIA: 12% increase from 2011
4 YEAR TREND OF VERIFIED STORES: 25% increase since 2009
Independent/Specialty Retailer: 72% Distributor/Importer: 7% National Chain Stores: 7% Guide/Outfitter: 5% Government/Education/Military: 4%
INDIVIDUAL BUYER CATEGORY Buyers come from a broad range of core outdoor and lifestyle retailers.
Regional Chain Stores: 3% Discount/Outlet-Mass/Club Merchant: 2%
Buyer: 30% Owner/Partner: 20%
ATTENDING RETAILER TITLE Attendees are decision makers and key influencers in the outdoor market.
Assistant Buyer/ Store Manager: 15% Executive Management: 11% General Staff/Sales Clerk: 11% Marketing/Merchandiser: 9% No Response/Not Applicable: 4%
Less than $500,000: 26% $500,000 - $3,000,000: 38% $3,000,000 - $50,000,000: 20%
COMPANYWIDE ANNUAL SALES VOLUME Outdoor Retailer attendees control billions of dollars in buying power.
Greater than $50,000,000: 16%
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OR Winter Market 2012 featured returning events such as Project OR, The Adventure Theater, introduced the ShmoozaPalooza, Avalaunch Winter Market Awards and an official partnership with the Sundance Film Festival in nearby Park City.
Highlights of Winter Market 2012 included:
• Over 1,400 attendees took to the slopes at Solitude Mountain Resort for the All Mountain Demo. Featuring 60 brands from across the industry, the on-snow event gave retailers the year’s first B2B opportunity to test the latest in winter gear and innovations. • The always fantastic OIA Industry Breakfast: ‘The Greening of Business – Pathways to Stronger and Smarter Company Performance’ with engaging speaker Andrew Winston, Founder, Winston Eco-Strategies, and the Conservation Alliance Breakfast, with ‘To the Arctic’: a multimedia presentation by renowned wildlife photographer Florian Schulz. • Climbing Zone, Endurance Zone, SnowSports Zone and The Design Center – all with events and athletes keeping the energy high on the show floor. • OIWC Breakfast & Awards Presentation featuring Donna Carpenter, President, Burton Snowboards was enlightening for everyone – speaking to the need for diversity in the workplace. • The All-Star Industry Jam did not disappoint. First-timers and old-timers rocked out at Club Elevate – keeping the industry entertained, and showing the true spirit of collaboration in our industry. • James Balog, of “Chasing Ice”(premiered at Sundance), gave Outdoor Retailer a sneak-peak of his ground-breaking film in the SnowSports Zone. • University of Cincinnati student Margaret Mussman took home the title in cycle eight of Project OR, the industry’s first design-to-prototype competition, with a pair of technical women’s ski bibs she designed and constructed in the frenzied 48-hour competition. • Pioneering big-mountain skier Dean Cummings was the star of “The Steep Life,” one of the many films about the outdoor life that played in the Adventure Theater at OR. • The inaugural Avalaunch Winter Market Awards, which tallied more than 1,100 votes from industry professionals leading up to, and during the show, showcased Dean Cummings as the recipient of the Educator of the Year Award. Other winners were snowboarding icon Jeremy Jones for Ambassador of the Year, Backcountry Access (BCA) for a pair of products in the New Product and Safety Product categories and Protect Our Winters for Company of the Year.
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Highlights continued: • The outdoor industry got a spot on the red carpet as OR became an Institute Associate Sponsor of the Sundance Film Festival, which ran concurrently with OR during its opening weekend. In addition to highlighting outdoor-specific films screening at the Sundance Film Festival in conjunction with OR, the show also hosted the “Innovation Gallery by Outdoor Retailer” on Main Street in Park City, which displayed the history and emerging technologies of the industry and was a venue for invite-only film industry events and parties. • Approximately 150 people polished up their resumes for a chance to work at one of a dozen employers in the outdoor industry at Malakye.com’s ShmoozaPalooza networking event. • SNEWS, Backpacker Magazine and Horny Toad honored Mike Massey, owner of Massey’s Professional Outfitters, as the ‘Retailer of the Year’ during a ceremony on the first night of the show. The New Orleans, La.-based retailer won the award on the 40th anniversary of the company’s opening and was lauded for passion for the outdoors and help with post-Hurricane Katrina assistance. • The approximately 500 members of the outdoor media in attendance gave a peek inside the industry-only event through social media and other online outlets, and continue to do so. A few highlights from the week of the show included more than 1,700 searchable blog posts and more than 1,500 tweets using the hashtag #ORshow. • OR offered an updated Mobile App with a “Locate Me” feature to help navigate the show floor, maps for both the trade show and the demo, and ability to plan the entire event through the various tools native to the App. • Outdoor University by OIA and the Outdoor Retailer comprehensive retail education platform ran all four days of the show. • Canada Goose Cup – 2nd Annual Hockey Tournament was a resounding hit with 14 industry teams vying for top honors again this year. Organic food and delicious beer by Sierra Nevada rounded out the evening, and was a great way to close Day One of the show. • The Fashion show returned to Winter Market with more than 500 industry participants engaged in the latest trends and innovations from more than 43 exhibiting brands on the runway.
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HERE’S WHAT THEY ARE SAYING ABOUT WINTER MARKET... “We’ve come to Outdoor Retailer, of course, every year, for many, many years because it’s a great place to show retailers our new products and to meet them in person and certainly it’s a great venue for that type of thing. 2012 is already starting out as a great year. We’ve had a pretty busy show. We’ve had quite a few new products launching. It’s been a very, very good show!”
“This is kind of a rally point for all us, where athletes come together, obviously a lot of our sales reps, our accounts, and it’s so critical and we look forward to getting together twice a year like this to just share stories...it’s a camaraderie in this industry that we come for. Of course, we’re doing great business too.”
– Shelley Dunbar, Marketing Director, Sea to Summit
– Beaver Theodosakis, Founder, Prana
“We’re probably one of the oldest vendors at Outdoor Retailer. We’ve been coming here for a number of years. It’s the best venue for us because we can see all of our accounts on a national basis gathered in one place all the way from the great specialty stores up to some of the bigger players. They all come to this show to see and feel and almost taste the excitement level of the outdoor industry. It has been outstanding; it’s actually a lot better, has improved over 11. We’re seeing a lot more traffic and every account that’s been on our books has shown up on time. We’ve had a lot of walk-ins as well, so we’re extremely busy here at the show.”
– JERRY RINDER, VICE PRESIDENT OF SALES, WOOLRICH
“We come to the on-snow demo here at Solitude to check out all the coolest new products coming up next year. So far this year we found the new Solomon Rocker 2 in a 115, which is FANTASTIC. And the long-anticipated Guardian binding. It’s just a great slack-country binding for our shop in Big Sky and that would probably be my favorite pick of the show so far.”
“The quality of buyers was more than what we hoped for; walking around the show we were invigorated because sometimes you start to feel like you know everyone you need to know, but we met a lot of people who really inspired us. There was a lot of energy and different types of brands than we expected and I think we all felt overwhelmed by the positivity of the show.”
– Andrew Schriner, Grizzly Outfitters, Big Sky, Montana
– Beth Steele, Director of Sales, Burton
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“One of our main objectives is to be authentic, to be a member of the community. And if you’re not here, you are not a member of that community. So that’s why we come here, because we want to be in our tribe and our tribe is Outdoor Retailer. You are not a brand without Outdoor Retailer. If we talk about a community, you’re not a member of that community until you are here. You are just an outlier, trying to get in. I think it’s important that you learn what the community wants. And you learn that by interaction with retailers. Here I have the ability to see hundreds of retailers. Almost 200 appointments during the course of the show. How long will it take you, as the leader of some small company, to see 200 retailers? A long time. But it’s not about time. It’s about having an understanding of the significance of all the players. I simply don’t understand why a retailer wouldn’t want to be able to see in one place every brand that describes their business. Leaders are here because they know that’s where they’re going to see what’s new, where they’re going to see the trends. Trends are absolutely defined at Outdoor Retailer.”
– LARRY HARRISON, DIRECTOR OF SALES, adidas OUTDOOR
“There has been a very positive energy in the marketplace – it’s important that we as vendors work closely with our retailers, you find that happening on the Outdoor Retailer show floor. This is about one big family together, working together.”
“We tell our customers that we're staying on top of the industry's latest and greatest. Outdoor Retailer allows us to do that leg work and research for them in a very compressed period of time. It's such a benefit to be able to see, touch, feel and test new products in person."
– Dan McInerny, Vice President of Sales/Partner, OluKai Inc.
– Brigitte Rouleau, VP, Morsel Munk, Winsted, CT
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“This show was exactly what we’d want to see in a show. We saw everybody we wanted to see and we loved the environment. We’re seeing the buyers, the magazines and editorial and all the athletes we want to see all in one place so it’s a really efficient use of our time, energy and costs.”
“Being at OR opened a lot of doors. I made a lot of connections at Project OR and now I work at RLX, Ralph Lauren. I checked the brand and I just felt that it was something that I resonate with - Fashion fusing new technology. I’m all about progressiveness—what is next.”
– Greg Thomsen, Managing Director at adidas OUTDOOR
– Ryanniel Ocampo, RLX Ralph Lauren & Project OR Winner
"For the first time in a long time, this industry seems to be on the same page. At Outdoor Retailer, shops were expressing the challenges they face, and vendors, instead of pushing for short term gains, not only listened to those concerns but came prepared with strategies on how to alleviate issues; we all seem to be investing in the long-term health of our industry.”
– GERRY FULLINGTON, GENERAL MANAGER, MASSEY'S PROFESSIONAL OUTFITTERS
“We’re debuting our Family Tree line here. It’s really the first time they’ve been on snow to demo, so we’re hoping they’re going to make a splash here. We’re really excited.”
“The show is going really well. We’ve had a lot of great meetings with brands that are stoked to be here and to branch out and expand and see what’s out there outside of the action sports industry. The show seems really solid.”
– Scott Stewart, Board Design Engineer, Burton Snowboards
– Kailee Bradstreet, Online Editor, Transworld Business
“I’m here at Outdoor Retailer, and I enjoy seeing what is on the market. I also enjoy seeing many climbers here running around, so we divide some experiences. I have the feeling that outdoor activities are going all over the world, going quite quickly in the moment. And this is one of the big outdoor fairs worldwide.” – REINHOLD MESSNER, MOUNTAINEER AND EXPLORER
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Penetration of Top Outdoor Specialty Retailers at Winter Market 2012
Outdoor Retailer Support Outdoor Retailer gives nearly 20% of its topline revenues to organizations/associations that support the outdoor recreation industry.
Outdoor Retailer supports advocacy groups with in-kind donations and promotional support. Access Fund American Discovery Trail Society American Hiking Society American Himalayan Foundation American Trail Running Association – ATRA American Whitewater Association for Experiential Education Association of Outdoor Recreation & Education Boy Scouts of America Buffalo Field Campaign
outdoorretailer.com
Choose Outdoors Friends of Alta Ice Age Trail Alliance International Mountain Bicycling Association National Interscholastic Cycling Association NICA National Parks Conservation Association Nols / National Outdoor Leadership School Northern Forest Canoe Trail Outdoor Outreach Pacific Crest Trail Association
Paddlesports Advisory Council Sierra Magazine/ Sierra Club SOS Outreach SPLORE The American Alpine Club The Jeff Lowe Mountain Foundation The National Ability Center US Hang Gliding & Paragliding Association Winter Wildlands Alliance World Vision
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Outdoor Retailer Winter Market Media Coverage There was a 12% increase from 2011 of individual journalists, freelancers, and photographers attending Winter Market 2012. The caliber of media, both trade and consumer was strong. Exhibitors were excited to meet with editors and writers from core enthusiast publications, along with those from ESPN the Magazine, WIRED, Shape, Men’s Journal and Men’s Health. Of course, representatives from all trade publications were also in attendance. The upward trend in number of attending media can be attributed to a number of factors including an increase in high level publishers and executive level staff interested in attending the show, more family recreation blog writers, and general freelance writers having assignments at the show, which fell off somewhat during the recession, specifically in 2008 and 2009.
Winter Market draws powerful media outlets from around the world Over 500 media organizations attended Winter Market 2012, for the comprehensive list, please visit us at outdoorretailer.com/media. Associated Press Backcountry.com Backpacker Magazine Backpacking Light Magazine Bicycle Retailer & Industry News Bonnier Corporation CAMPING LIFE Chicago Tribune China Outdoor Exploration Magazine Climbing Magazine EarnYourTurns.com ESPN the Magazine ESPN.com Fairchild Fashion Media Footwear News FOX News (National Contributor) Freeskier Magazine
outdoorretailer.com
Health.com KSL-TV (NBC) KSTU (Fox) KTVX (ABC) KUTV (CBS) Men`s Journal National Geographic NPR- RADIO Off-Piste Magazine Outdoor Magazine Europe Outdoor USA Magazine Outside Magazine Powder Magazine Rock and Ice Magazine Runner s World Magazine SHAPE Shop-Eat-Surf
SKI Magazine Skiing Magazine SNEWS SportsOneSource Textile Insight Magazine The Weather Channel Trail Runner Magazine Transworld Business TransWorld SNOWboarding Urban Climber US Hang Gliding & Paragliding Utah Adventure Journal Utah Business Magazine Utah Outdoors Utahclimbers.com World Sports Activewear WSA Magazine
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See you at
SUMMER MARKET 2012
AUG.
2-5
SALT LAKE CITY, UTAH
OR Winter Market – January 24-27, 2013
OR Winter Market – January 23-26, 2014
Salt Palace Convention Center – Salt Lake City, UT
Salt Palace Convention Center – Salt Lake City, UT
OR Summer Market – August 1-4, 2013
OR Summer Market – August 7-10, 2014
Salt Palace Convention Center – Salt Lake City, UT
Salt Palace Convention Center – Salt Lake City, UT
CONTACt US for Booth Inquiries, Sponsorship Opportunities, Marketing & Media:
outdoorretailer.com
Marisa nicholson
Paul Dillman
National Sales Manager Tel: 949.226.5760 Fax: 949.226.5660 marisa.nicholson@nielsen.com
Senior Account Executive Tel: 949.226.5751 Fax: 949.226.5659 paul.dillman@nielsen.com
Krista dill
ryan johnson
Account Executive Tel: 949.226.5728 Fax: 949.226.5692 krista.dill@nielsen.com
Senior Account Executive Tel: 949.226.5721 Fax: 949.226.5688 r.johnson@nielsen.com
Julie freedman
liz crawford
Operations Manager Tel: 949.226.5717 Fax: 949.226.5648 julie.freedman@nielsen.com
Senior Marketing Director Tel: 949.226.5746 Fax: 949.315.3205 liz.crawford@nielsen.com
margie lelvis
jennifer holcomb
Marketing Director Tel: 949.226.5791 Fax: 949.226.5672 margie.lelvis@nielsen.com
Marketing Manager Tel: 949.226.5763 Fax: 949.276.3014 jennifer.holcomb@nielsen.com
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