TAPS Hires SOAR to Put More Butts in Boats

The Trade Association of Paddlesports (TAPS), a non-profit trade association supporting the paddling industry in North America, has signed a 12-month agreement with strategic marketing communications agency, SOAR Communications.

Under terms of the agreement, SOAR Communications will provide TAPS with public relations and marketing communications services to improve and promote communication between the manufacturers, retailers, outfitters, instructional centers, consumers and publications of the paddlesports industry and beyond. SOAR will also target a wide variety of consumer media outlets in an effort to help TAPS and the industry at large expand paddle sports to new consumers.

Financial details of TAPS' contract with SOAR Communications have not been disclosed.

Since 1998, TAPS has supported and promoted the paddlesports industry and the sale of paddlesport equipment including canoes, touring, recreational and whitewater kayaks and rafts. Among other things, the organization is best known for a variety of trade, consumer and promotional programs designed to provide member businesses with the tools and exposure to promote their services and products to consumers and trade members.

SOAR Communications currently represents multiple companies and corporations within the sports, outdoor, athletics and recreation industries, thus the company's moniker, S-O-A-R. Current and past clients include AnglingMasters.com, BOB Trailers, Camp Chef, the Nielsen Business Media tradeshows Health+Fitness Business Expo and Interbike OutDoor Demo and International Bicycle Expo, Redwood Parks Lodge Company, Ritchey Design, Utah Water Sports and non-profit organizations Bikes for Kids Utah and Trips for Kids.

“We live, breathe, eat, sleep and play in the outdoor and recreation markets, so getting the opportunity to work with a top-notch industry association like TAPS is an honor for us,” said Chip Smith, president of SOAR Communications. “As one of TAPS' board members likes to say, our main job is to 'help get more butts in boats.' That is what we plan to accomplish as we develop and execute several best-practices strategies to help TAPS successfully serve its member businesses.”