“Seems light.” That was the summation of thoughts from many retailers and buyers attending last week’s Outdoor Retailer Winter Market. The Winter Market always appears light because the Summer Market typically attracts about 5,000 more attendees. But Winter Market attendance appears to be challenged by many factors, including earlier deadlines for orders, the efficiency of expanding regional shows, and the overlap with the SHOT Show as well as other shows around the same time. The ongoing lodging challenges in Salt Lake City and just the cost and time involved in attending the show were also mentioned as culprits.
Some bemoaned the loss of Kenji Haroutunian, who left as the show’s long-time director after Summer Market last year, creating another degree of separation from the old guard and the future of what Outdoor Retailer may become. Many conversations revolved around where the show would move to in 2016.
On the positive side, attendees all seemed upbeat. Warm weather and drought conditions are presenting concerns for the ski business. But an improving economy appears to be supporting the industry’s profitability and encouraging innovation across categories and more adventurous and ambitious buying by retailers. Also fortunate, the trademark Salt Lake City smog missed the show.
Many exhibitors were pleased with the appointment-driven visits to their booths with many pointing on the “quality” of buyers attending. Several remarked on how the show is evolving into more a show to meet key media and finalize rather than write orders. Several reps polled said they are still closing 20-30 percent of orders at the show, finalizing color decisions and showing other updates, as well as plotting strategy ahead.
One bigger concern was the absence of many independent retailers, especially from the east. Less so than for business reasons, more than a few lamented that any lighter attendance would impact the strong community aspect of the outdoor industry, which ultimately supports the business side.
A major buyer at a larger outdoor chain lamented the show had been “quiet” in the aisles at least through Friday morning and said attendance has been a topic of concern at key industry meetings. The chain’s buying team and other key members were attending the show “in force” to do business but also support the show. The buyer said, “We’re here as much to represent and to keep the industry strong. We think this show is very relevant and very important. If anything, we’re just disappointed to see that attendance may be down.”
“I think the people who are here are serious about the industry and making a commitment to be here,” said Marc Sherman, co-owner and ‘visionary’ of the Outdoor Gear Exchange in Burlington, VT. “You also get to look at what’s new and toward the future.”
Sherman said one of the challenges is that the technical apparel deadlines have already passed with advance notice to factories becoming shorter and shorter. ”But at the same time there’s lots of new product to look at and there not better place to see it than here,” Sherman added.
He likewise believed in the importance of attending to support the outdoor retail community.
“From my standpoint, this is like a gathering of the tribe,” said Sherman. “We’re here twice a year. I look forward to it. We get a lot of business done. My buyers are happy. We get to the category managers and get to talk ‘big picture’ and whatnot. But it’s just great to get together for those few days.”
Chris Miller, Vasque’s director of sales, agreed that earlier order deadlines continue to challenge the industry. He said, “I can tell in three days I’ve never showed product one time.”
The regional shows at the same time are “getting more important, with the OR show now attracting many more western than eastern accounts than in the past. The earlier regional shows are also helping vendors gain earlier feedback on trends to make adjustments, he noted.
Finally, Miller believes the SHOT show, which only occurs once a year, is likely seeing more buyers and brands from the typical OR crowd. The SHOT show has become more open to outdoor lifestyle offerings and the major hook & bullet chains, Cabela’s, Bass Pro and Gander Mountain, are all growing aggressively and investing more on the traditional outdoor side. While lamenting “I need another trade show like I need a hole in my head,” Miller said Vasque questioning whether it should also be at SHOT. Said Miller, “Are you ever going to see a hunter of fisherman in a Vasque catalog? Probably not. But are they going to be wearing our product, the answer is a lot of them already are.”
Miller said Vasque uses the OR show more to gain access to the wide range of media but also to finalize ship dates and work on programs that support sell-through.
“I think a lot of people tend to look at shows and try to grade the shows based on the volume of dollars that are produced,” said Miller. “And you can’t do that with this show anymore. So [the OR Show] is extremely important but it’s important now in a different way than it has been in the past.”
Steve Couder, VP sales, Implus Outdoor Division, which includes Yaktrax, ICEtrekkers, Little Hotties. DryGuy and MaxxDry, said some of the buyers that came to Implus’ booth had gone both the OR and the SHOT Show. But Implus’ booth was busy with back-to-back appointments.
“I don’t think we’re seeing the level of smaller independent retailers that we’ve seen in the past,” said Couder. “But all the key retailers are here. I think for them the reasons for coming are a culmination of things – seeing what’s new and hot, having some strategic meetings and planning, being able to walk through the line, etc. At Implus, they get to see a lot of our brands at the same time so they can kind of get ahead of things. Overall, it’s been a good traffic for us.”
Anne Maleady, a buyer for Sunlight Sports in Cody, WY who has visited the show for the past dozen years, said the show “ought to be busier because it benefits everybody.” But Maleady believes and she’s heard from others that a thinner crowed makes for more quality appointments. She elaborated, “It’s an opportunity to really see the product and talk and so as a retailer I appreciate the fact that I can have my appointments on time, easily walk the show and see what’s going on, and learn. So I actually appreciate that it’s not chaos.”
She was also impressed at the products, pointing to the MPowerd solar lantern, functional Osprey backpacks, and expanded footwear offerings from Altra and Hoka One One. Said Maleady,” It’s good to see good companies developing product that honors what they are yet expands their customer base.”
Corey King, an event director at Elevation Sports in Twin Falls, ID, said he hasn’t seen “anything earth shattering for awhile” attending the show in recent years, but he finds a show visit more than valuable to “reaffirm relationships and see what products are coming new colors, new styles, etc.”
Tom Sapiro, owner of Danax Sports Corp., with five stores around Vail and Park City, felt that even Wednesday’s attendance was typical for OR with the winter show always less busy than the summer show. On the downside, he said the “hotel room situation still blows and nobody can stay close.”
From a product perspective, Sapiro felt there were more exhibitors and he believes that’s because the economy and healthy stock market are again fueling the innovation engine. Said Sapiro, “I think that the vibe is great. When the world has money, people come out of the woodwork. Trust fund kids start coming out with some inane widgets that might be successful. So when things are good economically in the world, I think it makes for a livelier show. I’m buying more than I ever have.”
Greg Thomsen, managing director of Adidas Outdoor US, estimated that 90 percent of the buyers his team wanted to see came to the show to complete programs for the year.
“Usually this is kind of the final step of the buying process,” said Thomsen. “Larger retailers may not have seen what their buyers are buying and want to see what they picked and what the assortment looks like. It can be shown in an easy environment where people can clearly see every single style without being cramped into a small room. It’s great.”
He also felt that Adidas Outdoor continues to benefit from its positioning around “next generation of outdoors.” Said Thomsen, “The youth movement’s starting to really pick up.”
Thomsen was more concerned that the attendance might have been light for the community aspect. He singled out the Inspiration Award was “actually really inspiring,” with the tribute to John Roskelley. He also cited the multiple showings of Metanoia, which chronicles the climbing achievements of Jeff Lowe and his battle with a motor-neuron disease, which was topped off by a discussion with Lowe. Thomsen called it “emotionally off the charts.”
Also inspiring was an appearance by Kevin Jorgeson, who the prior week teamed up with Tommy Caldwell to become the first climbers reach the summit of Yosemite's El Capitan by way of the 3,000-foot high Dawn Wall by ‘free climbing,” or using only their hands and feet.
Thomsen said being inspired by influencers and bonding with other industry’s insiders isn’t possible at a regional show. Added Thomsen, “You need consistency and support so you can’t skip shows. The continuity is what pulls this industry together.”
Brian Mecham, US general manager, outdoor, Icebreaker, said his booth has been “packed pretty solid.” He noted the overall crowd was slower on Wednesday but picked up on Thursday. He wondered if some attendees were waiting to arrive on Thursday to spend the weekend skiing in Utah. He also believes the industry as a whole is “challenged by having so many shows.” Many of his bigger buyers were also heading to Ispos in Munich in early February in addition to OR and possibly SIA and Shot Show. Said Mecham, “It’s a lot of traveling.”
With the wide majority of orders already in place, conversations with retailers are more about business strategy, marketing programs, and firming up any loose ends around spring delivery and fall orders. Said Mecham, “Business has been great at the show.”
“We have had a great show,” added Catherine Cook, VP of marketing and strategic planning. “Lots of traffic in our booth with positive feedback on our product, line and collections.”
Paul Gagner, director of the outdoor, pet and toy division at Nite Ize, agreed that the traffic seemed light “but the folks that are here are happy. Their business seems to be pretty good. The vibe of the show is great.”
He attributed the lighter traffic partly to overlap with the SHOT show but also the “hotel room situation” and other expenses that are making it particularly challenging for independents to attend.
“I think the challenge really is the fact that everyone in this day and age is super busy and getting out of the retail store, where you have a real small staff, and coming to a show like this is just a real challenge. And then you have the costs to do that and the timing with the weeks after holidays when everyone is kind of relooking at the business. They’re really teeing everything up for the year. So it’s a tough time for them to get out of their shop.”
“For us this is an exciting show atmosphere and very important in the footwear industry,’ said Jack Krajnak, president of Propet USA. “We are building our brand and showing our buyers, shops and industry that we are growing and relevant. While we don't write many orders, we do have the opportunity to interact with our customers and some new opportunities.”
Alan Burks, director of marketing, Walls Outdoor Goods, believed the overlap of the SHOT show added cost and complexity for vendors and retailers but didn’t see it impacting attendance at either show. Said Burks,
“Our company figured out how to divide and conquer and we’ve been thrilled with the response and traffic at both shows.”
“More mainstream retailers adopting outdoor business segments,” Burks added. “From a functional and fashion/lifestyle trend, outdoor is where the growth is happening for soft goods retailers.”
Graeme Esarey, president of Industrial Revolution, agreed that having OR and SHOT at the same time “hurts our teams ability to serve both markets. Damned inconvenient, actually.”
Under Armour drew attention with a more prominent booth nearby Keen and its Fat Tire GTX boots featuring a knobby-lugged, Michelin-made outsole. Under Armour’s Outdoor Performance Director of Marketing Steve Metcalf said UA has spent eight years at the SIA show building a foundation in the snowsports world and that’s led to opportunities in the outdoor space. Said Metcalf, “We’ve been busy.”
Hoka One One also brought some heat with its MTN line of high-top hiking boots and lightweight mountain runners to bring its signature running shoe cushioning and Meta-Rocker geometry to mountain activities. Isaac Alvear, VP of sales at Hoka One One, said the brand huddled with most of its core run specialty accounts at the Running Event in December but has been able to connect with sporting goods, outdoor and other channels that the OR show attracts. Said Alvear, “We are on everybody’s radar.”
Patrick Brown of Pale Morning Media, representing KAVU, Farm to Feet, Ortovox, Deuter, High Sierra and Westcomb, felt the lack of snow in many regions last year affected sell through and therefore many brands were cutting back on their show efforts this year. The lack of snow this year is also affecting sales and attendance: people are always more apt to come and spend money in Utah when there is powder to be had; and the lack of snow from France to California is affecting sales of outerwear, boots and hardgoods this winter season as well.
Ryan Riggs, international senior merchandising manager at Keen Footwear, joked that “everybody seems to be throwing big boulders on running shoes these days.” But he said Keen continues to build on the recent success it’s found on heritage hiking styles. Like several other brands at the show, Keen also touted its new push for American-made products with 25 percent of its Trailhead collection now made in Oregon. Added Riggs, “When you look at all the China-made product that’s out there, it’s nice to say we’re able have oversight from day one for what we’re putting out there for our consumer.”
Keen holds happy hours, shoe giveaways and other attention-getters to help draw healthy traffic to its booth. But he heard from friends at other booths that appointment-driven meetings gave many other brands chances to connect with buyers and media. Said Riggs, “I think everybody would say they’ve gotten to everybody they need to see.”
Conrad Anker, the world-renowned mountaineer and leader of the 2012 The North Face/National Geographic Everest expedition, said the warm December in the west, including his home state of Montana, has impacted the ski season. He also felt that SHOT did take some traffic away from OR.
“I have friends that are working down there and they wish they were here,” said Anker. “Everything there is designed to kill something or someone and Las Vegas is just not a healthy place. People go there to gamble or drink or cheat on their loved ones – it’s just not a healthy place.”
On the positive side, Anker felt the industry certain received a huge of from the national exposure from the El Capitan climbs. He also saw the attention Metanoia is getting, including multiple-screenings at the show, as just one example of the vitality of outdoor activities. Says Anker, “More people continue to get outside and that’s healthy. So I’m optimistic.”
