Eastern Mountain Sports is reportedly exploring a sponsorship deal with the state parks in New Hampshire. The sponsorship arrangement may lead to park officials' uniforms featuring the EMS mountain range logo.
Ted Austin, director of the Division of Parks and Recreation in New Hampshire, told the Associated Press that he approached EMS in February about a partnership.
“My rationale was simply: Things you sell in your stores can wonderfully be put to good use in our parks, and activities in our parks can be thoroughly enjoyed with things you sell. So in its simplest sense, it struck me as this should be a no-brainer,” Austin said.
In addition to uniforms, Austin envisions EMS providing kayaking lessons or other programs in state parks. In stores, a “park of the future” contest might invite young people to suggest new programs and features. That could attract more active outdoor enthusiasts who now bypass the parks, he told the AP.
Final approvals are required by state officials.
Eastern Mountain Sports has more than 60 stores in New England and the mid-Atlantic region.
Ted Manning, vice president of merchandising and marketing for EMS, told the Associated Press the company would likely promote New Hampshire parks in its stores in neighboring Massachusetts. But he said larger goals include raising awareness of state parks as important natural resources and creating nontraditional relationships with customers and communities.
“It's not enough for EMS to simply be a retailer that buys stuff and sells stuff. We're really committed to broadening the conversation we have with the consumer,” about conservation and other issues, he said.
