Nielsen Sports Group is hoping Outdoor Retailer Winter Marketplaces new status as the first major sports show of the year will spur what is already its fastest growing exposition. For the first time in at least ten years, ORWM falls before the SIA SnowSports Trade Show, which takes place in Las Vegas, Jan. 29 through Feb. 1. Last year, the SIA show was held Jan. 22-25, while the ORWM was held Jan. 27-30.
“We are the launch window for the opening season,” proclaimed Kenji Haroutunian, director of the OR shows. “This is the first major show of season. Its the first look.”
The show has drawn 119 new exhibitors this year (out of 819 total), including many apparel companies looking to get exposure to the outdoor channel, said Haroutunian. The show will also feature an Endurance Sports Zone for the first time. Expect to see a lot of new exhibitors playing to what OIA Executive Director Frank Hugelmeyer has termed the “do it by dinner” trend.
“There is a general trend toward do it in a day, where faster hits on the outdoors are more popular than two-week trips,” said Haroutunian. “That lends itself more to snowshoeing and backcountry rather than paying $80 for a lift ticket and skiing for two hours.”
The changes come as outdoor retailers are shifting their gaze beyond being just outdoor retailers as they look to other shows in search of that next hot product, according to Bill Bartee, owner of Jesse Browns Outdoors, which operates two stores in Charlotte, NC.
“A lot of it is happening outside outdoor, like surf shows and action sports shows,” Bartee said of product launches. “A lot of outdoor retailers are pulling from action sports. Its more difficult to find hot new things just at that show.” Bartee said he is paying more attention these days to the travel and even the surf market. “For every Keen thats introduced at OR, there are companies that dont have the financing or marketing to be there that are presenting at other shows.”
Nevertheless, the show could kick off with a big announcement. Cloudveil has scheduled a press conference for today where it is expected to announce the closing of a deal with a yet unnamed investment group.
Sierra Designs, for instance, will be showing an entirely new line of apparel as part of CEO Paul Gagners efforts to reposition the brand. Gagner wants to put SDs apparel brand back on par with its well-regarded tents and sleeping bags among enthusiasts by emphasizing performance over fashion. The company will also unveil a beefed up sustainability effort.
Other highlights of this years show could be major product launches by Black Diamond and Garmont, whose backcountry skiing innovations are helping the outdoor specialty channel garner a share of skiings fastest growing segment. Black Diamond will be introducing three alpine touring boots and six telemark boots and Garmont will have its new boot for Rottefellas NTN binding.
Its a key launch for Black Diamond, which introduced a line of free ride skis at last years show, said Brand Manager Adam Chamberlain.
“We now have product that takes you from your foot to the snow,” Chamberlain said of the companys push into “free ride” skiing.
Music, culture, non-profits and marketing continue to blend…
In a move taken from the action sports playbook, Haroutunian helped lure the Avalaunch Film Festival (www.avalaunchfest.com) to sleepy Salt Lake City for the week. ORWM is media sponsor for the event, which will raise money to educate snow sports enthusiasts and the general public about the environmental issues revolving around avalanches and the snow pack.
ORWM also coincides with X-dance (www.x-dance.com), a spin off of the Sundance Film Festival focused on action sports films, which is also coming to SLC for the first time. Haroutunian said films by Teton Gravity Research, VAS Entertainment, Fleshwound Films, Tony Hawk and other movie makers will be presented. Discounted tickets to events at both festivals will be available to show attendees.
“You will see more film and music being attached to brands and a melding of the outdoor product industry and arts community,” Haroutunian said.
Expect to see more partnerships between artists, non-profit organizations and outdoor companies trying to build a story that will distinguish their brand.
The show will mark the first official meeting of the Outdoor Industry Foundations newly formed Board of Directors. The OIA created the foundation to grow and inspire future generations of outdoor enthusiasts. That mission will drive much of the discussion among industry leaders during the show, which kicks off Wednesday morning with a keynote presentation by a guru on youth demographics. Another behind-the-scenes meeting will pair industry leaders and officials from the U.S. Dept. of Interior in a discussion of how to prepare for the 100th anniversary of the National Park Service coming up in 2016.
The Waterkeeper Alliance, The Access Fund and the Outdoor Alliance will all be exhibiting and many will be meeting with potential donors and partners.
Look for it all to play out in areas on the trade show floor modeled after the Boulder Garden and Paddle Tank that have become fixtures at the summer show. They include the Backcountry Village, Endurance Zone, 4-season Village, Green Box and an expanded Design Center. If it all gets too taxing, you can slip into prAnas relaxation pavilion for a yoga session or slip into one of the many lounges for a latte and kick back to watch some action sports movies. Oh – And dont forget the Royal Robbins Coffee Shop.
