Who Says Retail is Dead?

By: Bruce Adib-Yazdi, AIA, LEED AP BD+C

My trip to Salt Lake City last week confirmed my anecdotal knowledge - that is, retail is not dead, at least not in this market segment. Besides the buzz among the vendors and buyers, a few pieces of key data provided by Leisure Trend Group boosted my confidence. Outdoor retail sales have outpaced the general retail market for the last two years, up until December 2010.

The main demographic for this segment is what LTG calls the 'Active American' and some of their most recent trends are listed below. And check out the quote in the photo:

• Equipment for shorter hiking and camping trips, within 50 miles
• They will pay more for gear that will last longer and be of higher quality
• They are motivated by gaining higher levels of performance in their activity
• Using a smartphone to post before, during and after an activity is important
• They find it extremely important to do activities with family and friends

Of course, there's a ton of gear and apparel to see. Here are a few of the new ideas, at completely opposite ends of the spectrum. On the 'Low Tech,' but highly useful end, were a couple of simple products. One was an easy to install, disposable membrane called the Phone Dome that encapsulates your iPhone for complete waterproof enclosure and even underwater use.

Another was an easy-to-use multi-function eyeglass/sunglass holder that works as a protector, case and neckstrap. http://www.hides.com/ 

One the high tech end, was an argon filled insulating vest. Lighter and more flexible than down filled vests. http://www.klymit.com/index.php/products/kinetic-vests.html

I also found THE BEST energy bar I have ever tasted in my life. Olympic Granola Bars are all non-processed, all natural and very tasty. The thing that struck me was that they are already approaching non-profits for fundraising opportunities. Look out Trails End popcorn... 

As far as booth design goes, there were lots of good ones. On opposite ends of the spectrum were Keen and The North Face. Keen was very tactile, warm and inviting. The North Face looked like it was from another world. Both were striking. 

On Wednesday night, the Wolf moon (full moon in January) peeked over the clouds and presented itself in such an awesome way I had to get a photo. Sometimes you just have to stop and smell the roses, or check out the moon.

One 'fun' thing was a marketing tool Chico Bags called the Bag Monster. It represents the number of plastic shopping bags an average family might consume in a year if they did not use reusable bags.

All in all, a great trip. I even got one solid day of skiing in. 10" of fresh snow, and no lift lines. And while the skiing was good, the best part of the trip is hanging out with 15-20,000 up beat, active, positive people. It does not get much better than that. 

Serendipity

By: Bruce Adib-Yazdi, AIA, LEED AP

As I normally do, business and pleasure are always rolled into one big package. My trip to Utah in mid-January was no exception. But this particular trip had a series of serendipitous moments that collectively had a great impact on me.

I have a client in the outdoor industry. We recently designed a new store for them, The Great Outpost (link here) in Gatlinburg, TN. Being an outdoor nut myself, working with them to develop a new retail concept was simply a natural 'business and pleasure' experience. As an added benefit, they signed me up for Outdoor Retailer Winter Market - about one million square feet of outdoor camping, hiking, paddling and climbing gear.

So, while I was there I took time to do some business - meeting with them to go over store construction progress, talk about possible upcoming projects, etc. I also spent some time on the expo floor looking for a few new pieces of merchandise for their store. While at the same time, keeping my 'antennae' up for other prospective opportunities.

I planned my trip to arrive a couple days early so I could ski one day, then go to the All Mountain Demo (where you can demo different skis, and other snow sports gear) before the show started. My next serendipitous moment came when I went to pick up my rental car. I happened to look at the forecast for snow, and quickly I switched to a 4WD model so I could navigate the mountain roads - they do not allow other vehicles to go without 4WD, or chains.

The next morning, as I drove up the mountain pass, it started snowing. Apparently, first snow in several weeks, so apparently locals had been skiing on man made snow and sheets of crusty ice. My first day - 12" of fresh powder, and I had the 4WD to make it to Alta - first in line for tickets and on the lift. SWEET. Second day, more fresh snow, at Snow Basin. Double SWEET.

The first presentation of the market was Christine Fanning, talking about the need to get our children outdoors. The Outdoor Foundation (an arm of the Outdoor Industry Association) has launched 'Outdoor Nation' - a national program designed to get kids outdoors. At the same time, my friends the Murrs who are planning on taking their two kids on a trip across the US on bicycle emailed me a list of gear they are looking for sponsorship for. BINGO - I'm at this place where I can talk to any of the manufacturers. And there's a new national program for getting kids outside. Coincidence? I think not.

Next day, the breakfast keynote was delivered by James Balog, who is photographing glaciers across the world to demonstrate the effects of climate change. A fascinating piece of work. I was planning on having all day to mill about and hop on my 5 p.m. flight, but something in me said 'maybe you ought to try to get home earlier.' So after the presentation, I waited around and was able to get my book signed by Mr. Balog. A few moments of chatting with him shifted my perception of climate change. That's cause for a whole different blog...

Then, as I went back to the hotel to catch the early shuttle, I realized I had some extra food from my hotel room (trail mix, snacks, and some fruit) which I offered to a homeless guy perched on a bench. As I'm riding to the airport, I meet a guy from New Orleans who happened to be a presenter of a seminar I missed - he offered to email me the presentation. SCORE! I get there, and the lady says it's $100 to change my flight. I weigh the option of getting home at a reasonable hour (since I have to drive from KC) or save the money. I spend the $100.

Waiting for my earlier than scheduled flight to take off, it gets delayed. Agian and again. Crap. We eventually get boarded. As we land in Denver, I have 10 minutes to catch my connecting flight. So I hustle down the terminal, and BARELY make the flight. Thinking, no way did my luggage make it. Oh well, at least I did. Once I arrived in KC, and my bad was there, I was simply amazed - how did they do that?

The last little bit of news came as I was driving home. It's about 6:30 p.m. My phone rings. It's my automated Orbitz Flight Status Update. My 5:00 p.m. departure from Salt Lake City has been delayed to 9:30 p.m. Which means my connecting flight from Denver to KC would likely be much later, or not at all. Made that $100 seem like $1,000,000. Well, not really.

I had a great time skiing on fresh snow, did a few pieces of good business, helped some friends make some good connections for their bike trip, and made it home before 10 p.m. on a Friday night. All is good, and all was meant to be.