Outdoor Industry Association Awarded Portland Development Commission Grant for Development of Industry Eco Index
January 13, 2010
BOULDER, CO, January 13, 2010 – Outdoor Industry Association® (OIA) has received a $10,000 grant from the Portland Development Commission (PDC) that will allow OIA to finalize the development of the association’s Outdoor Product Environmental Leadership Standard (OPELS) project, a family of environmental leadership standards for outdoor products scheduled to debut in August 2010.
The Phase 1 Eco Index, scheduled to be released at Outdoor Retailer Summer Market 2010, will include guidelines for packaging, product manufacturing and materials used in outdoor products as well as tools for measuring greenhouse gas emissions, water and waste. The initial Index will be open for beta testing by global brands. The final Eco Index will be released in winter 2011.
OIA has also announced plans to develop a companion tool focusing on fair labor practices and recently opened collaboration with the European Outdoor Group to ensure global adoption of the index.
OIA will hold a panel discussion January 22 at Outdoor Retailer Winter Market 2010 featuring product designers from major brands discussing the practical use and business case related to the adoption of the Packaging and Material Guidelines. The panel is a primer for designers on adopting the initial pieces of the index that will prepare companies to adopt the Phase 1 Index next year.
The OIA Eco Working Group, formed by OIA in 2007 to explore the issues of environmental sustainability as related to the outdoor industry, was instrumental in establishing the OPELS project, which will lead to the industry’s first environmental assessment tool or “Eco Index.” The OIA Eco Working Group consists of more than 125 individuals from more than 80 outdoor businesses collaborating to develop the index, which aims to contain environmental guidelines, environmental performance metrics and a comparative scoring system. PDC provided a grant of $30,000 in November 2008 to initiate the project.
“PDC is committed to providing a strong foundation for the outdoor industry’s first Eco Index, as a strategic initiative in building the region’s leadership and competitiveness in the outdoor industry,” said Bruce Warner, executive director of PDC.
“The Portland Development Commission has been an exemplary partner to our industry and its members,” commented Frank Hugelmeyer, president and CEO of Outdoor Industry Association. “The PDC’s support of this project is instrumental in the final product and its long-term benefits for our businesses and ultimately, our consumers.”
The PDC funding has enabled OIA to use Portland-based Zero Waste Alliance as the working group’s project manager for the development of the index. Upon completion of the draft Eco Index, OIA will set a public comment period to collect additional stakeholder input.
“Portland is making a name for itself by being one of the greenest cities in America. The grant money PDC has earmarked for the OIA Eco Working Group provides a timely infusion to an effort that will likely have global implications and will reflect well on Portland, “added Jill Dumain, chair of the OIA Sustainability and Fair Labor Advisory Council and director of environmental analysis for Patagonia.
“We’ve worked with the outdoor industry for several years to identify the areas where PDC can be most supportive and are very pleased to provide funding to complete the creation of the OIA Eco Index. This grant responds to the industry’s desire to more clearly define ‘green’ and ‘sustainable’ and leverages the efforts of several Portland companies committed to environmental responsibility, notably Columbia Sportswear, Keen and Nau,” added Jennifer Nolfi, PDC’s liaison to the outdoor industry.
Stakeholders interested in participating in the completion of the Eco Index are encouraged to contact Amy Roberts, OIA vice president, government affairs at aroberts@outdooindustry.org or 303.327.3511 for more information.
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About Outdoor Industry Association
Outdoor Industry Association® (OIA) is a national trade association whose mission is to ensure the growth and success of the outdoor industry. OIA provides trade services for more than 4000 manufacturers, distributors, suppliers, sales representatives and retailers in the outdoor industry. OIA programs include representation in government/legislative affairs, market and social research, business-to-business services and youth outreach initiatives. Educational events include the annual Rendezvous®, Outdoor University®, and the Capitol Summit. Outdoor Industry Association is based in Boulder, Colorado, and is the title sponsor of the Outdoor Retailer trade shows. For more information go to www.outdoorindustry.org or call 303.444.3353.
About Portland Development Commission
PDC was created by Portland voters in 1958 to serve as the city’s urban renewal agency as laid out in Chapter 15 of the City’s Charter. PDC’s mission is to bring together resources to achieve Portland’s vision of a diverse, sustainable community with healthy neighborhoods, a vibrant central city, a strong regional economy, and quality jobs and housing for all.
Karen Boe
Media Relations for Outdoor Industry Association
Office (801) 484-8971
Cell (801) 230-5404
Email: kboe@outdoorindustry.org
Eddie Bauer Sponsors Adventure Travel Trade Association, 2009 Adventure Travel World Summit
August 25, 2009
(SEATTLE) – (August 24, 2009) – Forty-six years ago, Jim Whittaker, donning Eddie Bauer mountaineering gear, became the first American to summit Mount Everest.
Today, Eddie Bauer is in the midst of its significant launch of a new adventure and mountaineering gear and apparel line. To reclaim its mountaineering heritage, Eddie Bauer has launched major promotional efforts, including a year-long Key Sponsorship of the Adventure Travel Trade Association (ATTA) and its 2009 Adventure Travel World Summit (ATWS).
Cooperative marketing exchanges are central to the Eddie Bauer-ATTA agreement, which includes financial backing for the ATTA and cross-promotion. The partnership provides Eddie Bauer with branding exposure and direct access to the association’s trade network, which includes hundreds of outfitters and agents worldwide who serve millions of adventure travelers annually.
For its part, the ATTA receives branding exposure for its consumer initiatives such as www.adventure.travel within the retailer’s print and online distribution channels. The exposure includes Adventure.Travel exposure in Eddie Bauer’s fall 2009 catalog, which is distributed to more than 2.1 million households.
In support of the ATTA’s October 19-22, 2009 ATWS in Charlevoix, Quebec Province, Canada, Eddie Bauer is the presenting sponsor of the ATWS opening Day of Adventure on Oct. 19 ahead of the event’s opening ceremonies. ATTA’s Summit Day of Adventures, presented annually, sees hundreds of Summit delegates participating in physical, cultural and nature-based adventures. In addition to brand exposure, Eddie Bauer will deliver product demonstrations and give away First Ascent and Eddie Bauer product to the hundreds of adventure travel industry professionals attending the ATTA’s global conference.
In a bold return to its heritage, Eddie Bauer recently partnered with a highly accomplished group of mountaineers to build a new line of outerwear and gear called First Ascent. First Ascent combines Eddie Bauer’s legacy as the original expedition outfitter with the expertise of some of today’s most renowned mountain guides and climbers, including Everest veterans Peter Whittaker, Ed Viesturs and Dave Hahn.
“Eddie was an authentic adventurer. A champion of many adventurous pursuits, he also outfitted everyone from world-class mountaineers to archaeologists on major expeditions around the world,” said Eddie Bauer President and Chief Executive Officer Neil Fiske. “With the launch of our new First Ascent line of gear, we return to our roots as a premier adventure outfitter.”
The First Ascent Guide Team is led by Peter Whittaker, son of acclaimed mountaineer Lou Whittaker and nephew of Jim Whittaker. Also part of the team is Emeritus ATTA Advisory Board Member Ed Viesturs, the only American to summit all fourteen 8000-meter peaks without bottled oxygen, and Dave Hahn, who has summited Everest eleven times, more than any non-Sherpa. Joining Whittaker, Viesturs and Hahn are three accomplished guides from Rainier Mountaineering, Inc. (RMI).
“ATTA’s leadership brings more than 40 years of experience from within the outdoor industry, including years of direct experience with Eddie Bauer, Ed Viesturs and Jim Whittaker,” said ATTA President Mr. Shannon Stowell. “The integrity of the Eddie Bauer brand, its leadership and deep connection to worldwide travel, adventure and mountaineering, combined with its support of guides and travelers, makes this a promising partnership.”
Prominent active gear brands including ExOfficio, Eagle Creek, Teva, Keen and Osprey in recent years have stepped up efforts to harness the influence and market potential of the adventure tourism sector. Outdoor and adventure travel segment collaboration is designed to provide productive cross-selling environments for retailers, manufacturers and travel companies, which, in the end, brings more value to our businesses, outdoor enthusiasts and travelers.
Forthcoming efforts to back the strategic alignment of the outdoor and adventure travel industries includes the first ever dedicated adventure travel presence within the Nielsen Business Media Sports Group (NBM). At NBM’s Outdoor Retailer Winter Market in 2010 the ATTA will introduce and establish innovative adventure travel-oriented conference content, exhibitions and sponsorship initiatives.
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About Eddie Bauer
Established in 1920 in Seattle, Eddie Bauer is a specialty retailer that sells outerwear, apparel and accessories for the active outdoor lifestyle. The Eddie Bauer brand is a nationally recognized brand that stands for high quality, innovation, style and customer service. Eddie Bauer products are available at approximately 370 stores throughout the United States and Canada, through catalog sales and online at www.eddiebauer.com. Eddie Bauer participates in a joint venture in Japan and has licensing agreements across a variety of product categories.
About the Adventure Travel Trade Association
Established in 1990, the Seattle-based ATTA (www.adventuretravel.biz) is a global membership organization dedicated to unifying, networking, professionalizing, promoting and responsibly growing the adventure travel market. ATTA members include tour operators, destination marketing organizations, tourism boards, specialty travel agents, guides, accommodations, media and service providers. Host of the annual Adventure Travel World Summit executive trade conferences (www.adventuretravelworldsummit.com), the ATTA also makes possible www.Adventure.Travel, the traveler’s hub of physical, cultural and nature-based adventure travel and guide to trusted tour operators from around the globe.
ATTA and Teva Introduce Scholarship Program for Adventure Tour Operators
August 20, 2009
(SEATTLE) – To assist deserving adventure tour operators in growing responsibly, today the Adventure Travel Trade Association (ATTA) and Teva® (a division of Deckers Outdoor Corporation, NASDAQGS: DECK) announced the launch of a new scholarship program that provides financial support to early-stage adventure tourism enterprises.
Providing young businesses with access to the ATTA’s global network, its membership resources and the Adventure Travel World Summit, is the strategic impetus behind the ATTA‘s Tour Operator Scholarships – made possible by Teva. In 2009, three scholarship recipients will receive:
- A complimentary membership in the ATTA for one year ($500 USD value);
- One pass to the Summit ($895 USD value); and
- A $1,000 USD travel stipend for travel to the Summit
“Now more than ever, we want to continue supporting the needs and interests of business leaders who are committed to building sustainable businesses in culturally and ecologically rich regions worldwide,” said ATTA President Shannon Stowell. “With key backing from Teva, we’re assisting and rewarding entrepreneurs investing in responsible adventure tourism development.”
Three scholarships will be awarded on September 22, 2009. All entries will be reviewed by members of the Adventure Travel Trade Association’s Board of Advisors and Teva, and evaluated based on the following criteria:
- Demonstrated need (start-up’s, nonprofit status – though not a requirement, located in an emerging but impoverished destination, etc.),
- Potential for positive impact on local cultural, ecological, and/or historical resources;
- Exemplary ecological, historical, and cultural practices;
- Exemplary efforts to work with local and indigenous peoples;
- Proof of the highest level of professional ethics and practices; and
- Ability to prove how this Scholarship will be used to elevate the business to achieve a higher level of success – and how it can be utilized sustainably to build long-term and lasting success for the company and the people and places visited.
Scholarship funds are used by selected incorporated tour operators to grow their business, network, develop their professional skills, and be mentored and inspired by industry peers and influencers. The scholarships are meant to provide aspiring business leaders to with the chance to take their business to ‘the next level’.
“At Teva, we believe adventure is the perfect excuse to get outside, explore the world and be together,” said Liz Ferrin, Teva Global Branded Content Manager. Our partnership with ATTA gives us the opportunity to build relationships with like-minded individuals, organizations and outfitters who share our passion for adventure and travel.”
Deadline for scholarship submissions is 11:59 p.m. (PT) on September 15, 2009. Qualified tour operators may access the application form at http://www.adventuretravel.biz/operator-scholarship-teva.aspx.
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About Teva
Founded in 1984, Teva began with an unassuming Grand Canyon river guide and an idea that would become the world’s very first sports sandal. The first pairs of Teva footwear were sold out of a van to friends and fellow boaters at the various put-ins along the river. From this beginning a culture of passion for adventure has defined the Teva lifestyle. Today, Teva remains committed to both the innovation in footwear suited for the adventure lifestyle and the protection of the earth’s waterways. Teva is a division of Deckers Outdoor Corporation, NASDAQGS: DECK. Deckers Outdoor Corporation strives to be a premier lifestyle marketer that builds niche brands into global market leaders by designing and marketing innovative, functional and fashion-oriented footwear developed for both high performance outdoor activities and everyday casual lifestyle use. Teva®, Simple®Shoes, UGG® Australia, TSUBO®, and Ahnu® are registered trademarks of Deckers Outdoor Corporation.
About the Adventure Travel Trade Association
Established in 1990, the ATTA (www.adventuretravel.biz) is a global membership organization dedicated to unifying, networking, professionalizing, promoting and responsibly growing the adventure travel market. ATTA members include tour operators, destination marketing organizations, tourism boards, specialty travel agents, guides, accommodations, media and service providers. Host of the annual Adventure Travel World Summit executive trade conferences (www.adventuretravelworldsummit.com), the ATTA also makes possible www.Adventure.Travel, the traveler’s hub of physical, cultural and nature-based adventure travel and guide to trusted tour operators from around the globe.
Outdoor Industry Association Survey Reveals Industry Cautious About Economic Recovery
June 5, 2009
Revenue and inventory plans appear appropriately conservative
Boulder, CO, – In a survey released June 1, 2009, by Outdoor Industry Association (OIA), small businesses reported they have lowered revenue expectations, reduced inventory levels, and believe their businesses will rebound later than they expected last fall.
OIA, in conjunction with Piper Jaffray Companies, recently surveyed industry executives with respect to their view of current economic prospects, recovery timeline, cost inflation, and the effect of tightened credit market on near-term business operations. Results of that survey are now available in a new report entitled, The Piper Jaffray Outdoor Industry Survey.
This was the second survey conducted by OIA and Piper Jaffray in the past six months, and reflected a cautious and realistic picture of the economic situation facing the industry.
Nearly all respondents were independent businesses with revenues less than $50M annually, which provides an excellent gauge of the independent channel within the outdoor community. The majority of respondents identified themselves as either vendors or retailers.
Among the highlights:
* Concern has grown: When asked to indicate the level of concern surrounding current economic conditions affecting their business, 98% indicated they are “very” or “somewhat” concerned, up three percentage points from last fall. The level of concern was higher with vendors, where 49% signaled they are “very concerned” versus 36% of retailers. This is a marked increase in the past six months.
* Recovery expectations pushed back: Last fall, the majority of respondents said they expected the recovery to come in late 2009. Nearly half said they believed business would turn in the second half of 2009 and 35% viewed the first half of 2010 as the inflection point. However, based on the results of this more recent survey, that was an optimistic view. Now, only 15% believe the recovery will take place this year. Nearly fifty percent believe the economy will improve in the first half of 2010, one-fourth say the second half of 2010, and 15% believe it will not improve until after 2010.
* Vendors and Retailers are in sync: Last fall, retailers were far more optimistic than vendors about the pace of economic recovery. That disparity has dissipated in this survey with both vendors and retailers having similar perceptions about recovery expectations. This more balanced view is leading to appropriate inventory levels in the channel, which should also lead to improved profitability and pricing integrity as revenues stabilize.
* Businesses prepared for slow-down: Revenue expectations for 2009 have declined since last fall. In the fall survey, more than three-quarters of respondents projected revenues in 2009 would be above 2008. Now, only about one-third expect 2009 revenue to top 2008 and nearly one-fourth expect revenues to decrease significantly.
* Looking Back: The majority of respondents indicated revenues were down over the last three months vs. the prior year. This issue hit retailers harder than vendors, with a majority of retailers saying revenues were down and just over one-third of vendors registering a decline in revenues.
* Looking Ahead: In general, expectations are higher for the next three months, with just under half of respondents expecting revenues to continue declining over the next three months. Overall, we believe a slightly negative outlook on revenues is prudent given that the second quarter of last year was impacted by the federal stimulus package, the personal savings rate is now higher, and the current unemployment rate is higher than in the past.
* Lower sourcing costs: Cost inflation concerns have declined since our last survey as the price of commodities and excess capacity has driven production costs lower.
* Inventory reductions on tap: In response to these economic shifts, respondents report that they have taken appropriate steps in terms of inventory reductions. More than one-half of all businesses are planning inventory levels below last year. Inventory growth below the rate of future sales trends is critical in the current environment to help maintain profitability and keep price integrity.
* Stabilization in the credit markets: There are some encouraging signs in the credit markets with interest rates at historically how levels and some company’s now accessing the market for liquidity. More than three-quarters of all respondents observed no change in their ability to access capital with only a few expressing increased access to capital and 15% seeing a decrease in access to capital.
“This survey reveals that our smaller companies are taking appropriate steps to weather the economic storm,” said Frank Hugelmeyer, OIA President & CEO. “These companies are critical components for our entire industry, and they have made appropriate changes that may accelerate the recovery timeline.”
As the report concludes, “In short, respondents maintain a realistic view of current business trends, sourcing costs, and inventory reductions which should benefit future profitability if sales trends remain stable or improve. While revenue declines are prevalent throughout the sector, for both retailers and vendors, we believe employment reductions; cheaper goods and fewer markdowns will stabilize margins in the second half of the year.”
A copy of the full report, as well as all OIA research is available to members at www.outdoorindustry.org.
About Outdoor Industry Association
Outdoor Industry Association® (OIA) is a national trade association whose mission is to ensure the growth and success of the outdoor industry. OIA provides trade services for over 4000 manufacturers, distributors, suppliers, sales representatives and retailers in the outdoor industry. OIA programs include representation in government/legislative affairs, market and social research, business-to-business services and youth outreach initiatives. Educational events include the annual Rendezvous®, Outdoor University®, and the Capitol Summit. Outdoor Industry Association is based in Boulder, Colorado, and is the title sponsor of the Outdoor Retailer tradeshows. For more information go to www.outdoorindustry.org or call 303.444.3353.
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First Ascent Team Summits Everest, Including ATTA Advisory Board Emeritus Member Viesturs
May 22, 2009
Viesturs and Whittaker Return Eddie Bauer to the Top of the World
SEATTLE, WA – On the morning of May 19, two legendary mountaineers on the First Ascent “Return to Everest” expedition reached the highest point on Earth. Ed Viesturs and Peter Whittaker stood on the summit with members of their production crew before descending to High Camp at 26,000 feet. Forced to spend an extra 24 hours in the “death zone” while waiting for high winds and whiteout conditions to improve, the team began their final summit push around 11:00 p.m. on the evening of May 18. Their successful summit comes 46 years and 18 days after Whittaker’s uncle, Jim, became the first American to do so, on May 1, 1963.
The common thread between the two expeditions besides the Whittaker name: Eddie Bauer was the outfitter, then and now. First Ascent marks Eddie Bauer’s return to its heritage as America’s original expedition outfitter.
The Return to Everest expedition includes several of the world’s most celebrated mountain guides and has introduced breakthrough video and audio production techniques to make the extreme challenge of climbing Mt. Everest accessible in ways never before possible. The unprecedented, virtually live coverage of the dramatic climb to the top, including the First Ascent blog with daily posts from the climbers, has created an avid online following.
As Viesturs and Whittaker return to Base Camp, the other team members are moving up for their own summit push. Led by another renowned First Ascent guide, Dave Hahn, the second team includes Seth Waterfall, Melissa Arnot and a client. Dave Hahn has more Everest summits than any other non-Sherpa. If successful, this campaign will mark his eleventh summit.
With Whittaker and Viestur’s triumph, Eddie Bauer returns to its roots. In addition to outfitting the 1963 American Mt. Everest Expedition, Eddie Bauer outfitted many other historical first ascents in the 1950s, 1960s, 1970s and 1980s. For the past 18 months, Eddie Bauer has been working with their First Ascent guide team in developing the new First Ascent mountaineering gear. The “Return to Everest” expedition marks the expeditionary launch of the new line.
“This is a milestone for us,” Eddie Bauer President and CEO Neil Fiske says. “It puts us literally back on top of the world. We outfitted some of America’s most famous expeditions. And now with First Ascent and this team of climbers, we’re bridging our past with our future.”
Positioned as “guide built gear,” First Ascent takes a new approach to designing and developing gear. Fiske, along with Peter Whittaker, assembled a “dream team” of world-class mountain guides to lead every step of the development process. “Our goal was simple,” said Whittaker, “build the best gear in the world.” Every component of every First Ascent piece was signed-off on by the First Ascent guide team. Because in their words, “We live in the mountains. Our clothes are our life support.”
Five of the six First Ascent guides are participating in the Return to Everest climb. Those five include:
Ed Viesturs The only American to summit all fourteen 8,000-meter peaks without supplemental oxygen, Ed is recognized the world over as a mountaineering legend. This is his seventh Everest summit.
Peter Whittaker Co-owner of Rainier Mountaineering, Inc. (RMI), the largest guide service in the U.S., Peter has been a professional mountain guide for 25 years. This is his third Everest expedition and his first summit. Peter has said that part of his motivation on this 2009 climb was to restore some balance to the bragging rights at Whittaker family reunions. By mid-June, more than 50 RMI guides around the world (and many of their clients) will be outfitted in First Ascent gear.
Dave Hahn Acknowledged as America’s leading Himalayan guide, Dave has summited Everest more times (10) than any non-Sherpa in history. This year, he’s guiding a client, and many of his blog posts from the mountain outline the strategies for successfully climbing in the Himalaya.
Melissa Arnot This is Melissa’s second Everest expedition. In 2008, she reached the top as part of EVEREST TEAM INSPI(RED) to help raise awareness for the organization (RED) and its work for people in Africa suffering from HIV/AIDS.
Seth Waterfall While this is his first trip to the Himalaya, Seth has guided on Rainier, Kilimanjaro and Denali; and he has multiple first ski descents to his credit. He’ll be assisting Dave in guiding their client up the mountain.
The continuing drama is unfolding daily on the Born Out There blog: blog.firstascent.com. Groundbreaking video, still photography and written personal accounts by the climbers create a stunning, enthralling experience.
Eddie Bauer’s mountaineering history:
To learn more, visit blog.firstascent.com.
For interview requests and more information, contact:
Anita Woo (425) 755-8832
anita.woo@eddiebauer.com
Melanie Dennig (212) 889-1700
melanie@turnerpr.com
About Eddie Bauer
Established in 1920 in Seattle, Eddie Bauer is a specialty retailer that sells casual sportswear and accessories for the active outdoor lifestyle, as well as expedition-class mountaineering gear. The Eddie Bauer brand is a nationally recognized brand that stands for high quality, innovation, style and customer service. Eddie Bauer products are available at approximately 365 stores throughout the United States and Canada, through catalog sales and online at eddiebauer.com.
March and Q1 (U.S.) Outdoor Sales Decline, Camping and Internet Sales on Rise
May 6, 2009
BOULDER, CO – March 2009 retail sales for all core outdoor stores (chain, internet, specialty)* combined dropped 5% compared to last March, moving from $369,182,477 to $349,797,17, according to the most recent edition of The Outdoor Industry Association (OIA) Outdoor Topline Report, produced for OIA by the Leisure Trends Group. Sales for the entire first quarter totaled $1.1B, down 7% from the same period in 2008
Although both chain and specialty stores declined in March and so far this year, with specialty stores down 12% in dollar sales compared to last March and chain stores down 8%, declines softened in both channels and multiple categories gained in each. Signs of life, however, emerged as internet sales were back in the black this month, jumping 14% in dollars over both last March and Q1 2008.
Internet Rebounds, Equipment Sales Increase 26%
According to the OIA Outdoor Topline Report, internet sales totaled $81M this month, jumping 5% in units, 8% in retail price and 14% in dollars. Every major product category (equipment, equipment accessories, apparel and footwear) and most sub-categories gained. Outdoor equipment was the big winner, growing 26% above an already-healthy March 2008 and easily outselling both chain and specialty equipment. Tents, sleeping bags, packs, climbing gear and winter equipment all saw double-digit sales growth. Retail prices were up in many categories as well, an indication that consumers were willing to pay slightly more to score that great deal on higher-quality items.
Q1 Recreation Kayak Sales Increase 7% in Dollars
Core paddlesport stores (specialty, chain, internet) brought in $33M in March and $50M in Q1 2009, dropping 7% and 4%, respectively, against the same period last year. Consumers seemed more willing to make small purchases than large ones, as apparel and accessories increased sales so far this year while boats and paddles sank. However, both recreation kayak and canoe dollar sales were up in Q1 2009. Both were the result of higher selling-prices not increased volume, as recreation kayaks increased 7% to an average of $770 and canoes increased 21% to an average of $924.
Chain Stores Post Solid Camping Sales
In chain stores, products that may appeal to the casual camper/outdoor recreationist saw healthy sales: recreation tents, synthetic-fill rectangular and mummy sleeping bags, medium-sized (2,500-4,000ci) packs, technical lumbar packs, water bottles, energy food, cookware, camp furniture, water purification, misc. camp accessories and hiking boots all outsold March 2008. Soft goods foundered, as all outerwear and most sportswear categories sank. Woman-specific clothing and footwear, as well as some spring-ready sportswear categories continued to sell.
Specialty Declines 12%
Specialty stores were the hardest hit in March, losing 12% in overall dollars from the same month last year. However, there were plenty of positives as a number of categories did increase sales and declines were less severe in most other categories. Dollar growth came from synthetic mummy bags, medium packs, climbing gear, water bottles, tools, energy food, dehydrated meals, bivvy sacks, water purification, camp stoves and multisport shoes.
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To access the OIA outdoor retail sales Topline data and to review trends by industry channel and category, OIA members can log in at www.outdoorindustry.org or call 303.444.3353 for assistance. For additional brand growth and brand and model market share reports, please contact Leisure Trends Group at 303.786.7900 x107 www.leisuretrends.com
*OIA Topline Report Outdoor and Paddle channels include: outdoor and paddle specialty, national outdoor chains, regional sporting goods chains and outdoor (and paddle) internet specialty merchants.
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About Outdoor Industry Association
Outdoor Industry Association® (OIA) is a national trade association whose mission is to ensure the growth and success of the outdoor industry. OIA provides trade services for over 4000 manufacturers, distributors, suppliers, sales representatives and retailers in the outdoor industry. OIA programs include representation in government/legislative affairs, market and social research, business-to-business services and youth outreach initiatives. Educational events include the annual Rendezvous, Outdoor University, and the Capitol Summit. Outdoor Industry Association is based in Boulder, Colorado, and is the title sponsor of the Outdoor Retailer tradeshows. For more information go to www.outdoorindustry.org or call 303.444.3353.
Outdoor Industry Association Launches Economic Confidence Survey
April 21, 2009
BOULDER, CO (April 21, 2009) – Outdoor Industry Association (OIA) today announced the launch of a new online survey, the results of which will shed light on the outdoor industry’s current economic situation.
OIA, in partnership with Piper Jaffray & Co, fielded the Piper Jaffray Economic Confidence Survey to provide real time data about how industry leaders view the macro economic environment and the overall health of the outdoor industry. The survey builds on the initial results collected in its late 2008 survey, entitled Piper Jaffray Survey of Consumer Industry Executives.
“Many of our members have told us that they are concerned about employment trends, inventory levels, effects of the credit market and sustainability and environmental trends in our industry,” commented Frank Hugelmeyer, president of OIA. “Outdoor Industry Association is committed to helping our members by providing the critical business information contained in this survey.”
The brief survey will allow OIA to gather and aggregate the economic data to share with its members. The survey is currently open through Friday, May 15, 2009. A report highlighting key takeaways will be posted on the OIA website and available to OIA members in late May.
Those interested in taking the survey can visit outdoorindustry.org/research. The Piper Jaffray Economic Confidence Survey can be found by clicking the “Market Research” tab. For more information please contact OIA at 303.444.3353.
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About Outdoor Industry Association
Outdoor Industry Association® (OIA) is a national trade association whose mission is to ensure the growth and success of the outdoor industry. OIA provides trade services for over 4000 manufacturers, distributors, suppliers, sales representatives and retailers in the outdoor industry. OIA programs include representation in government/legislative affairs, market and social research, business-to-business services and youth outreach initiatives. Educational events include the annual Rendezvous®, Outdoor University®, and the Capitol Summit. Outdoor Industry Association is based in Boulder, Colorado, and is the title sponsor of the Outdoor Retailer tradeshows. For more information go to www.outdoorindustry.org or call 303.444.3353.
Destinations Continue Building In-Roads with Outdoor Gear Brands
February 26, 2009
ATTA-facilitated meetings at Outdoor Retailer show create new marketing opportunities
Continuing to open doors between the adventure travel and outdoor gear industries, the ATTA recently hosted key adventure destinations at the Outdoor Retailer (OR) trade show in Salt Lake City, Utah (June 22-25, 2009). The show is North America’s biggest gathering of outdoor gear manufacturers, retail buyers, media, athletes, associations, and more.
More than 16,000 industry professionals attend the winter OR show. All are influencers and/or decision-makers within an industry that reaches millions of North American outdoors enthusiasts – but all are also passionate outdoors people and travelers themselves.
“Going into it, I wasn’t sure what we’d be able to get out of [meetings at the OR show], but I was really impressed with the number of meetings the ATTA was able to set up for us,” said Molly Budinsky with Mercury Advertising on behalf of Travel Montana. “I was also impressed with the quality of the meetings as well. We weren’t just sitting down with anyone, but actually meeting the key people that are able to make decisions about a partnership.”
Outdoor gear brands partner with a destination to promote sweepstakes, create co-promotions, jointly purchase advertising, set up press trips, use the destination for catalog and advertising photo/video shoots, and more.
Recent efforts to bring outdoor brands together with adventure destinations have proven effective for both parties. After meeting on an ATTA-facilitated “familiarization” (FAM) tour, Kelty backpacks created a co-marketing partnership with a destination that resulted in nearly 10 million impressions for both – all within the fertile North American outdoors market. The same single FAM resulted in a Marmot adventure video that showcases the destination and was accepted to more than 20 mountain film festivals.
While the ATTA member destinations attending expressed strong interest in pursuing partnerships that provide this level of exposure, the brands they met with were also quick to recognize the potential for collaborations.
Marmot Public Relations Manager Jordan Campbell noted, “For a global brand like Marmot, international photography, stuff that we just can’t get in North America, is key. Having an image that is clearly from an international location, whether a photo of a scene or something with actual Marmot apparel in it, is critical for such a globally positioned brand such as ours. Partnering with exotic destinations, like a Jordan or Norway – for example, provides tremendous visual opportunities to use these images for our marketing purposes.”
ATTA sees such value in bringing its adventure destination partners into the outdoor gear space that, in partnership with OR show organizer Nielsen Business Media Sports Group (NBM), the ATTA will host an ‘adventure travel pavilion’ made up of exhibiting destinations at the OR Winter Market show in January, 2010. These first forays by destinations at the most recent winter show will be followed by more during the summer show this July – all in order to explore synergies, introduce key players in both industries, and to prepare for the 2010 pavilion.
NBM Vice President Sports Group Joseph Flynn said, “Adventure travel is absolutely a part of who we are. Like the outdoor industry, the ATTA is committed to promoting the industry and to service the communities it serves. Together, we’re better positioned to provide productive cross selling environments for retailers, manufacturers and travel companies, which, in the end, brings more value to our businesses, outdoor enthusiasts and travelers.”
The ATTA’s inroads with prominent outdoor brands are made possible in part through its leadership’s combined four decades of experience from inside the outdoor industry.
Considering the success of current partnerships, ATTA member destinations and outdoor brands are wisely exploring these opportunities in more detail.
Kelty public relations director Drew Simmons said that he hopes to include destination partnerships in their long term marketing plans and to meld this strategy with their current programs.
He added, “One of the huge benefits was the direct consumer interaction. People got very involved in the entire process. The biggest benefit of these partnerships is tapping right into the passions of the consumer and providing something that’s very ‘aspirational,’ yet also very tangible – and you just can’t underestimate that combination.”
Simmons and Campbell both are already looking toward future partnerships with other destinations. Campbell noted that he would love to work with a destination on a viral marketing campaign, something that “conveys the excitement of international mountaineering or skiing within the remarkable social networks online, such as a great film clip that is fun, exciting, and exotic for YouTube.com.”
Simmons would like to partner with destinations that specifically reflect various brands – not just Kelty, but some of their sister brands as well. He noted, “Because we’re talking about the whole world here, you can find a destination that reflects your brand heart and soul, top to bottom. To be able to craft a specific program around a specific destination is a very exciting prospect.”
With ATTA’s continued efforts to bring together adventure destinations with proactive brands like these, it’s possible that Simmons’ and Campbell’s concepts might some day very well become reality.
For information on the Adventure Travel Pavilion at the Outdoor Retailer Winter Market trade show in January 2010 – or for information on how to get involved in the networking potential of the Summer Market show in July, 2009 – contact ATTA VP of Business Development Chris Chesak at info@adventuretravel.biz or +1.208.921.5626.
2008 Outdoor Sales Gain 5% Despite December Decline
January 30, 2009
BOULDER, CO (January 29, 2009) - Outdoor sales for the entire year in all three core outdoor store channels (chain, internet, specialty)* totaled $5.2B, a 5% gain over 2007, according to the most recent edition of The Outdoor Industry Association (OIA) Outdoor Topline Report, produced for OIA by the Leisure Trends Group. For the entire year, internet stores and chain stores grew a healthy 18% and 7% respectively, while specialty stores were down 2% in dollars.
December Decline
According to The OIA Outdoor Topline Report, December retail sales for all core outdoor stores (chain, internet, specialty)* fell 1% in dollars ($1,078,598,888) compared to December 2007 ($1,094,277,086). All declines came from specialty stores, which lost 10% in dollar sales for the month. Positively, chain and internet stores both saw dollar sales increase; chains grew 7% and internet retailers were up 13%.
Christmas was tough for retailers across the country, as retail sales fell by record amounts and retailers big and small shuttered doors coast to coast. According to the U.S. Commerce Department, total retail sales fell 2.7% in December, more than double the anticipated decline of 1.2%. Although the outdoor industry felt the effects of a tough Christmas season along with the rest of the country, results were better than most industries, a cause for cautious optimism heading into 2009.
Specialty Bright Spots
Although overall sales were down slightly for specialty in 2008, many categories emerged as clear winners in a tough year. Winter boots, fueled entirely by women’s styles, were up 11% in full-year dollar sales. Woman-specific sportswear categories such as dresses, skirts and sports bras were also good sellers. Other footwear and apparel categories with strong growth included softshell tops, casual shoes, trail running shoes and multisport shoes.
The hands-on hydration category, which consists mainly of water bottles, was on fire in 2008, refusing to slow down after huge growth in 2007. With environmental and health concerns continuing to shape the category and fuel product innovation, this growth is expected to continue in 2009.
A renewed interest in economical, close-to-home vacations helped fuel sales of camping-related items in specialty stores this year. Sales of items such as tents (+2%), sleeping bags (+3%), camp stoves(+4%) , climbing gear (+3%), water purification (+11%), mattresses (+2%) and miscellaneous camp accessories (tent accessories +28%, sleeping bag accessories +7%, pack accessories +4%) all benefitted, each outpacing 2007 dollar sales.
Online Skyrockets
Online sales totaled $973M in 2008, grew 18% and fueled a significant amount of buzz in the outdoor industry. Black Monday was on December 1 this year, and the dollar sales that would have been in November gave a boost to December sales, contributing to the 13% dollar growth for the channel as a whole. Combining November and December together to include the entire holiday season, 2008 came out 7% ahead of 2007 in dollar sales. In December, Internet sales were up in all four major categories. Equipment was up 18% in dollar sales, equipment accessories were up 10%, apparel was up 8%. Footwear was up 40% in dollars on the strength of winter boots. Winter boots grew 73% in dollars from last December.
Chain Sales Strong
All Chain dollar sales were up 7% both in December and for the entire year while average retail prices saw nearly across-the-board declines for both periods. In December, retail prices for the entire channel declined 4% and nearly every category saw prices drop. Smaller and lower price-point items such as equipment accessories and apparel accessories saw especially strong growth, but every major category increased dollar sales in December as consumers took advantage of good deals and sales. Holiday sales and cold weather may well have been the catalysts for the growth in dollar sales in December. Combining November and December to include the entire holiday season, all chain dollar sales dropped 1% compared to the same period in 2007.
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To access the OIA outdoor retail sales Topline data and to review trends by industry channel and category, OIA members can log in at www.outdoorindustry.org or call 303.444.3353 for assistance.
For additional brand growth and brand and model market share reports, please contact Leisure Trends Group at 303.786.7900 x107 www.leisuretrends.com.
*OIA Topline Report Outdoor and Paddle channels include: outdoor and paddle specialty, national outdoor chains, regional sporting goods chains and outdoor (and paddle) internet specialty merchants.
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About Outdoor Industry Association
Outdoor Industry Association® (OIA) is a national trade association whose mission is to ensure the growth and success of the outdoor industry. OIA provides trade services for over 4000 manufacturers, distributors, suppliers, sales representatives and retailers in the outdoor industry. OIA programs include representation in government/legislative affairs, market and social research, business-to-business services and youth outreach initiatives. Educational events include the annual RendezvousTM, Outdoor University®, and the Capitol Summit. Outdoor Industry Association is based in Boulder, Colorado, and is the title sponsor of the Outdoor Retailer tradeshows. For more information go to www.outdoorindustry.org or call 303.444.3353.
Outdoor Industry’s Eco Working Group Developing Product Index
January 8, 2009
BOULDER, CO (January 8, 2009) – “We are engaged in an unprecedented collaboration. It is a clear demonstration of how to collectively rise to a value-driven vision of the Outdoor Industry,” said Kevin Myette, chairman of the Outdoor Industry Association Eco Working Group. “We will soon have hard choices to make as we define the metrics and criteria of industry-wide environmental sustainability. We have the players and resources to do it right. But we always need more participation. Everyone should be at the table to help shape this effort – everyone will likely be affected by it.”
Myette was describing the mission and progress of the Eco Working Group between his stints to Asia, Europe and the many REI locations in the US in his role as Director of Product Integrity for REI.
Outdoor Industry Association (OIA) formed the Eco Working Group in 2007 to explore issues of environmental sustainability related to the outdoor industry and to develop an industry wide Eco Index for products and companies. Over 125 volunteers from over 80 outdoor businesses have collaborated to develop the group’s vision, mission, governance structure and guidelines, work teams, a web site, focused objectives, specific products, services, and events. Most recently, Zero Waste Alliance (www.zerowaste.org) was hired to manage and facilitate the ongoing process of developing this Eco Index.
The Group first met in Boulder to tackle the complex task of measuring the sustainability efforts within the outdoor industry. Jill Dumain, director of environmental analysis for Patagonia, attended that first Boulder meeting and observed, “The more you get into the details and the more you learn, you realize how little you know. There are many layers of complexities that aren’t always clear at the beginning. This is why it takes the collaboration of the industry to make it all happen.”
To systematically address these layers of complexity, the OIA Eco Working Group has developed a process framework – now called Framework 2.5.1 – to address and measure the issues of sustainability. “The framework represents the bedrock on which we will build our index,” commented Joe McSwiney, president of Cascade Designs. “Its strongest feature… is that it is an agreed framework. We have agreed at a fundamental level to how we will view environmental impact and where we will look for impact in the product lifecycle.” The framework is available online for all the outdoor industry to consider and use at www.oia-eco.org.
“From the beginning, we have tried to proceed with transparency, open source process and consensus. Everything we do and say is open to all. The experience of working and sharing in a room full of folks who otherwise compete with each other on a daily basis has been amazing and very confirming,” said Myette. “You can’t leave these Eco Working Group meetings and our many, many conference calls and not believe the outdoor industry is different. People are so smart and so anxious to get this done right.”
Shannon Davis of the US Environmental Protection Agency has been an advisor to the Eco Working Group since its inception. She observed, “The Eco Working Group is critical on the path to greener, more environmentally friendly products. They are doing cutting edge work in analyzing and reducing the environmental impact of their products, and their pioneering efforts will have impacts far beyond their industry.”
The Eco Working Group is planning an open industry meeting at Outdoor Retailer in Salt Lake on Saturday, January at 7:30 to 9 AM in the Deer Valley Room at the Salt Lake City Marriott Downtown Hotel. The meeting will feature report-out presentations by:
- Materials: Derek Campbell-Brooks and Chuck Haryslak-Polartec
- Manufacturing: Joe McSwiney-Cascade Designs and Ammi Borenstein- OutdoorResearch
- Packaging: Eric Abraham-REI and Jenny Mesdag-Outdoor Research
- Environmental Lenses: Pete Girard-Timberland and Collenn Kohlsaat-Levi
- Stakeholders: John Cooley-Marmot
- Development: Kristi Rummel – Sierra Magazine
For more information about the Outdoor Retailer meeting or to RSVP, visit www.outdoorindustry.org.
About Outdoor Industry Association
Outdoor Industry Association® (OIA) is a national trade association whose mission is to ensure the growth and success of the outdoor industry. OIA provides trade services for over 4000 manufacturers, distributors, suppliers, sales representatives and retailers in the outdoor industry. OIA programs include representation in government/legislative affairs, market and social research, business-to-business services and youth outreach initiatives. Educational events include the annual Rendezvous, Outdoor University, and the Capitol Summit. Outdoor Industry Association is based in Boulder, Colorado, and is the title sponsor of the Outdoor Retailer tradeshows. For more information go to www.outdoorindustry.org or call 303.444.3353.
***Editor’s Note: The ATTA continues to work closely with the Outdoor Industry Association (OIA) to create synergies between the outdoor and adventure travel industries. With this in mind, ATN will continue to bring news of relevance from the outdoor gear manufacturing sector, as many ideas originating from OIA and its members are progressive and may serve as grist for our work in the adventure travel community.
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