Smith Optics invited two groups of key dealers to Sun Valley to participate in a week of feedback, input and fun. The invited dealers were determined by Smith Optics’ many channels of trade–the first two days being host to the Sport Specialty group, which consisted of Bike Specialty, Outdoor and General Sporting Goods and Resort retailers. The latter part of the week was held for the Lifestyle retailers, which included Surf/Skate/Snow shops as well as Sunglass Specialty. The dealers attended meetings along with many of Smith’s in-house employees including the President Ned Post, Senior VP of Sales Blair Clark, and Senior VP of Marketing Kerry Marumoto. Topics covered the entire business spectrum, from sales programs and customer service, to product mix and marketing strategies. Dealers also had a chance to enjoy Sun Valley at its best-the weather was cooperative and the skiing and snowboarding was a perfect respite from the long meetings.

Duke Edukas from the successful Orange County-based Surfside Sports had a
positive experience. “Not only were we made to feel like a part of the Smith
Family, we also learned some very informative facts about Smith products and
infrastructure. One of the most valuable things we learned was that the
people at Smith truly do care about their retailers–not just in the
extraordinary way that we were treated during our visit, but also in the way
they value the input of their dealers. Our meetings were great and always to
the point. Never boring, always interesting, sometime provocative! I truly
felt like we were a part of the Smith decision-making process for the
immediate future, as well as for years to come.”

Smith Optics’ managers solicited honest feedback from the dealers, and plan
to use the information immediately in all programs to provide products and
services to the best of their ability. The request for openness was at first
surprising, but then openly embraced. Ron McCann, owner and manager of the
Colorado Sun Logic chain, said, “The glimpse of what's to come shows me
Smith is on track, plus the willingness to listen to where I see opportunity
was fantastic. The environment was pure 'tell it like it is'- and we did. I
can fully back a company like Smith that is already solid but still
recognizes the need to get even better.”

After reviewing information from the meeting, Smith plans to execute change
in many programs. One of the main directions to come from the meeting is to
pursue an even more aggressive stance in its polarized lens offering-from
revamping pricing of polarized Sliders to $129, to creating a more effective
polarized lens testing display and in-store materials, to introducing two
new custom polarized lens tints. Dealers also offered input on the seven new
sunglass models to be introduced in April.