RENDEZVOUS ® 2 0 0 9
© San Diego CVB
September 29 – October 1 San Diego, CA
© Cameron Lawson
AN OUTDOOR INDUSTRY ASSOCIATION® EVENT TABLE OF CONTENTS Rendezvous 2009 Rendezvous 2009 WELCOME
WELCOME ATTENDEES TABLE OF CONTENTS
Introduction and Welcome 3
Maps 6
Transportation and Business Services 8
What to Expect 10 Dear Outdoor Industry Colleagues and Friends:
Rendezvous Program Highlights 11 Welcome and thank you for taking the time to attend this year’s Rendezvous. Rendezvous Schedule at a Glance 12 With your support, the Rendezvous has evolved over the past 14 Daily Schedule of Events years into the industry’s single most powerful, creative and productive gathering of outdoor industry leaders like you. Tuesday 14 We’ve weathered a lot of uncertainty over the past year, but it’s time Wednesday 15 to look forward and make new plans. This year’s program focuses on the new economy, the new consumer, new media and evolving best Thursday 22 business practices — all top-of-mind issues with conference attendees. But it’s not all work and no play. There are plenty of opportunities Speaker Background and Bios 28 for networking and recreation during receptions, free time, morning OIA Update 56 recreation, and the Volunteer Service Project. We’re confident you’ll leave the Rendezvous energized and ready to share the knowledge and insight gained with your colleagues and industry peers.
Thank you and enjoy the Rendezvous and your time in San Diego!
Frank Hugelmeyer President & CEO Outdoor Industry Association
PAGE 2 OUTDOOR INDUSTRY ASSOCIATION PAGE 3 WELCOME Rendezvous 2009 Rendezvous 2009 WELCOME
PAGE 4 OUTDOOR INDUSTRY ASSOCIATION PAGE 5 MAPS Rendezvous 2009 Rendezvous 2009 TAB HEADMAPS
2007 ConVis Gatefold Map 12/21/06 6:11 PM Page 1 Coronado Island San Diego
A B C D E F G San Diego Military California U.S.A. Installations
La Jolla BALBOA PARK I-5 ✧ A Marine Corps Air Station-Miramar
SDG&E Centennial CoronaDo ferry B Naval Air Station-North Park Park lanDing Shoreline Park FirST ST Mission Island Beach I-8 1 C Naval Amphibious Ocean SAN DieGO CoronaDo islanD Beach Base-Coronado J Ave J Ave I Ave H Ave G Ave F Ave E Ave D Ave C Ave B Ave A marriott resort ★ Second St Point DeTAiL AreA D Space & Naval Warfare naval air station Loma nortH islanD Coronado National Systems Center ★ City E Marine Corps Recruit
Soledad Pl Soledad Hospital Tidelands Park Third St Ct Prospect Chula Mullinix Dr Vista Depot- San Diego Palm Ave Imperial Glorietta Pl The World Beach F Camp Pendleton I-5 Marine Base-Oceanside Fourth St e S AN Die NU GO-C G Coast Guard-San Diego OrONADO ve SAN DIEGO B DOWNTOWN H Fleet Anti-Submarine Warfare A Ay Bri LA JOLLA e DG 2 Fifth St e SAN DIEGO STREET COUNTY School-Point Loma ANG I Naval Medical Center r DETAIL O CoronaDo muniCipal J Naval Station-San Diego Coronad golf Course Sixth St G Visitor Center Margarita Ave LO K Naval Submarine Center rie 1100 Orange Avenue ★ TTA Ponoma Ave Ponoma D Park
v (619) 437-8788 Library B Spreckels Spreckels L L Seventh St v B D Points of Interest in California and Mileage to San Diego DA
e ★ Miguel Police 1 Mission San Juan Capistrano 62 Mi./99Km. 6 Mission Santa Barbara 225 Mi./360Km. LAM Coronado Ave Coronado Balboa Ave Balboa Cabrillo Ave Cabrillo Country Club Lane Club Country A Eighth St Guadalupe
Visalia Row 2a Disneyland 90 Mi/144Km. 7 Mt. Whitney 320 Mi/512Km. Adella San Luis Rey 3 Maria 2b Knott’s Berry Farm 95 Mi/152Km. 8 Hearst Castle / San Simeon 375 Mi/600Km. J Ave J Ave I Ave H Ave G Ave F Ave E Ave D Ave C Ave B Ave A Jacinto Ninth St Cajon Glorietta Blvd 3 The Queen Mary 112 Mi/179Km. 9 Carmel Mission 465 Mi/744Km.
Monterey Ave Ponoma Ave Ponoma
Adella 4 Universal Studios 125 Mi/200Km. 10 Big Sur 495 Mi/792Km. Tenth St Vista Tenth St Acacia Way Balboa Park 5 Magic Mountain 150 Mi/240Km. 11 Golden Gate Bridge 510 Mi/816Km. Encino Pine St 1 Balboa Park Carousel 15 San Diego Hall of Champions Carob Way Olive Ave Isabella Adella Ave Park Pl Park • • Alder ★ Ynez Pl 2 Casa del Prado Building 16 San Diego Historical Society Flora LA JOLLA •3 • Loma Centro Cultural de La Raza Museum Tolita Star •4 •17 Mileage to San Diego Park Adella Ave The Old Globe Theatres San Diego Model Railroad Museum Sunset Park Flora Marina Ave •5 •18 From Miles Km Air Time Drive Time
Ocean Dr Ocean House of Charm/ San Diego Museum of Art Glorietta Blvd
Loma Ave Ponoma • • OCeAN BLvD Churchill DanaPl Pl Mingei International Museum 19 San Diego Museum of Man Hotel Del Way Strand • • 4 CoronaDo 6 House of Hospitality/ 20 San Diego Natural History Museum Anaheim, CA 92 145 .5 hr. direct 1.5 hrs. Dog beaCH Central beaCH • • Visitor Information Center 21 San Diego Zoo Entrance Atlanta, GA 2,126 3,421 4.5 hrs. direct 47 hrs. •7 House of Pacific Relations •22 Spanish Village Art Center ★City Hall •8 Japanese Friendship Garden •23 Spreckels Organ Pavilion Boston, MA 2,955 4,755 5.5 hrs. direct 65 hrs. ★Community Glorietta • • CoronaDo Center Bay Park 9 Miniature Railroad 24 Starlight Bowl Chicago, IL 2,064 3,321 4 hrs. direct 46 hrs. Si sHores Lver S •10 Museum of Photographic Arts •25 Timken Museum of Art TrAND to BL •11 Reuben H. Fleet Science Center •26 United Nations Building Cincinnati, OH 2,155 3,467 4.5 hrs. direct 48 hrs. Coronaloews vD • • Avenida de las AvenidaArenas Lunar 12 San Diego Air & Space Museum 27 WorldBeat Center resortDo bay Dallas, TX 1,331 2,142 3 hrs. direct 30 hrs. •13 San Diego Art Institute •P Public Parking • • Denver, CO 1,108 1,783 2.5 hrs. direct 25 hrs. •14 San Diego Automotive Museum •i Visitor Information Center 5 Detroit, MI 2,308 3,714 4.5 hrs. direct 51 hrs. MISSION VALLEY/ Houston, TX 1,482 2,385 3 hrs. direct 33 hrs. OLD TOWN Kansas City, MO 1,565 2,518 3.5 hrs. direct 35 hrs. Las Vegas, NV 331 532 1 hr. direct 7 hrs. Los Angeles, CA 125 201 .5 hr. direct 2.5 hrs. Mexico City 1,813 2,917 3.5 hrs. direct 40 hrs. CORONADO Miami, FL 2,631 4,233 6.5 hrs. w/stops 58 hrs. Minneapolis, MN 1,938 3,118 3.5 hrs. direct 43 hrs. 6 Nashville, TN 1,991 3,204 4 hrs. direct 44 hrs. New Orleans, LA 1,827 2,940 3.5 hrs. direct 41 hrs. New York, NY 2,762 4,444 6 hrs. direct 61 hrs. Palm Springs, CA 139 224 .5 hr. direct 3 hrs. Philadelphia, PA 2,682 4,315 5.5 hrs. direct 60 hrs. Phoenix, AZ 355 571 1 hr. direct 6.5 hrs. MISSION BAY/ Pittsburg,PA 2,402 3,865 5 hrs. direct 53 hrs. Mission Valley/Old Town MISSION BEACH/ Portland, OR 1,084 1,744 2.5 hrs. direct 24 hrs. 1 Bazaar Del Mundo 7 MCRD Museum Hist. Society 14 San Diego Union Newspaper PACIFIC BEACH • • • St. Louis, MO 1,821 2,930 4.5 hrs. direct 40 hrs. •2 Church of the Immaculate •8 Mormon Battalion Museum •15 Seeley Stable 7 Conception •9 Old Town Market •16 Wells Fargo Museum Salt Lake City, UT 764 1,229 2.5 hrs. direct 17 hrs. 3 El Campo Santo Cemetery 10 Old Town Transit Center 17 Whaley House Museum San Francisco, CA 504 811 1.5 hrs. direct 10.5 hrs. •4 Heritage Park •11 Plaza Del Pasado •18 Theatre in Old Town • • • Seattle, WA 1,256 2,021 2.5 hrs. direct 28 hrs. •5 Junipero Serra Museum •12 Presidio Park •P Public Parking •6 Mason Street School •13 San Diego Sheriff's Museum •i Visitor Information Center Washington, DC 2,607 4,195 5.5 hrs. direct 58 hrs.
PAGE 6 OUTDOOR INDUSTRY ASSOCIATION PAGE 7 SERVICES Rendezvous 2009 Rendezvous 2009 SERVICES
TRANSPORTATION The Petco Water Taxi runs during BUSINESS SERVICES baseball season. (Coronado Island) http://www.sdro.com/sdhe/taxi.htm Shared Van Service Postal Annex, 1.4 Miles Complimentary Water Taxi Cloud 9 Shuttle/Super Shuttle 941 Orange Ave, 619.437.1635 Wednesday, September 30 M–F 9–6, Sat 9–4 858.974.8885 Wednesday, September 30th, is an The UPS Store, 1.1 Miles 800.974.8885 open evening for Rendezvous attendees 826 Orange Ave, 619.435.7772 to explore San Diego and Coronado M–F 8:30–6:30, Sat 9–5 800.258.3826 Island. OIA will host a complimentary, continual water taxi from the Marriott Approx. $16 each way, to/from the San AUTOMATED TELLER MACHINES Diego Airport and the Marriott Coronado Coronado Island dock to the Marriott (ATMs, Coronado Island) Island. San Diego Marina dock (downtown) from 4 PM to 10 PM (last Water Taxi departs Bank of America, 1.3 Miles from the Marriott San Diego at 9:45 PM) 1199 Orange Ave, 619.522.8600 Private Limo/Sedan Service exclusively for Rendezvous attendees.* M–Thu 9–5, F 9–6, Sat 9–2 En Route Transportation *Please show your attendee badge when Coronado First Bank, 1.3 Miles boarding. 800.499.7708 801 Orange Ave, 619.437.1000 M–Thu 9–5, F 9–6 Approx. $30 plus gratuities, each way Trolley – San Diego Airport to the Marriott Union Bank, 1.1 Miles Coronado Island. http://www.sdmts.com/Trolley/Trolley.asp 800 Orange Ave, 619.522.6436 M–Thu 9–5, Fri 9–6, Sat 9–1 The San Diego Trolley is known for its Taxi reliability, safety and convenience. Often Wells Fargo, 1.6 Miles called San Diego’s “moving landmark,” 829 Orange Ave., 619.435.2222 Approx. $25 plus gratuities, each way the Trolley is also a fun way to get M–F 9–6, Sat 9–4 around. The San Diego Trolley now Water Taxi serves historic Old Town, California’s MEDICAL SERVICES/FACILITIES birthplace, as well as Mission Valley, The San Diego Water Taxi Fashion Valley, and Qualcomm Stadium Sharp Coronado Hospital (25 passenger) runs regularly between at Jack Murphy Field. 495 Ft., 250 Prospect Place, Coronado Island and Downtown/Shelter 619.435.6251 Island/Chula Vista/Harbor Island/South Bay for $7 per person one-way. http://www.sharp.com/coronado/
619.235.TAXI(8294) M–Thu, 9:30–8 F– Sa, 9:30–10
PAGE 8 OUTDOOR INDUSTRY ASSOCIATION PAGE 9 TABWHAT HEAD TO EXPECT Rendezvous 2009 Rendezvous 2009 PROGRAM HIGHLIGHTS
What to Expect Rendezvous Program Highlights
Program Materials Keynote Speakers
Each attendee will receive a conference notebook that features the agenda, Look for keynote speaker sessions to educate and inspire on a activity and session outlines, speaker information and bios, guest services broad range of issues from the changing economy and consumer and note pages for thoughts and ideas collected during the keynote and habits to new media and business trends. breakout sessions. In an effort to make the Rendezvous a more sustainable event, we will minimize paper and handouts onsite and provide updates via Breakout Sessions e-mail. Subject matter experts on specific topics will share their knowledge, Daily Update and Survey experience and strategies to help your business succeed. Like a mini university, a wide variety of topics are offered, giving you an Each day, you will receive an e-mail with the day’s agenda and any up-to- opportunity to choose the most relevant for you and your business. the-minute program changes. At the end of the conference, we will send you a short survey. Your thoughtful feedback on the week’s activities is Networking important to us and will help shape the programming for future Rendezvous events. We thank you in advance for your participation! Organized opportunities to catch up with old friends and make new acquaintances and business contacts. Rendezvous networking Networking Activities events include a coordinated element to encourage introductions among Rendezvous participants. With unstructured time planned each day, the Rendezvous offers plenty of informal networking opportunities to reconnect with old friends and Recreation colleagues as well as meet new peers and business contacts. Visit the Rendezvous section on www.outdoorindustry.org to see the most current Outdoor recreation opportunities keep your mind and body sharp list of Rendezvous attendees so you don’t miss out on those connections. and build play into your Rendezvous experience. All experience levels are welcome to participate in our organized recreational Rendezvous 2009 - A Carbon-Neutral Conference. activities.
For the second year, The North Face has partnered with the Conservation Fund to offset the carbon dioxide emissions that result from energy use Meals and Breaks at the 2009 OIA Rendezvous as well as attendee travel to and from the event. OIA will calculate the total carbon dioxide emissions from the event sites as well as attendee air and ground travel from across the country. Volunteer Service Project The Conservation Fund will then plant trees in a wildlife refuge in need of reforestation. As the trees grow they will help trap carbon dioxide, restore Since 1996, Rendezvous conference attendees have rolled up critical habitat for wildlife and enhance recreation areas for this generation their sleeves and joined together for an afternoon of service. This and the next. Please continue to do your part by reducing your carbon popular event not only provides the satisfaction of hard work footprint. For more information visit gocarbonzero.com. and giving back to the community, but provides unsurpassed camaraderie with industry peers in an informal setting.
Work activities range from strenuous to light labor. No prior experience is required. We hope you will join us!
PAGE 10 OUTDOOR INDUSTRY ASSOCIATION PAGE 11 SCHEDULE AT A GLANCE Rendezvous 2009 Rendezvous 2009 SCHEDULE AT A GLANCE
OIA Rendezvous Schedule at a Glance
Start Time End Time Location Start Time End Time Location
TUESDAY, 9/29 THURSDAY, 10/1
1:00 PM 9:00 PM Event Registration Registration Desk 6:00 AM 7:00 AM Morning Yoga Black Swan
1:00 PM 5:00 PM Self-Guided Recreation 6:00 AM 7:00 AM Morning Run Meet in Lobby
6:00 PM 7:30 PM Welcome Reception Ballroom Foyer 7:00 AM 12:30 PM Event Registration/Information Registration Desk
7:30 PM 9:30 PM Dinner Coronado Ballroom 7:00 AM 9:00 AM Breakfast Coronado C & D
Breaking Down Barriers/Rediscovering Play: 7:45 AM 8:45 AM Turning Adversity to Opportunity Coronado C & D 8:00 PM 9:00 PM Bringing Fun and Passion to Your Work… Coronado Ballroom and Life 9:15 AM 10:45 AM Breakout Sessions (Choose One)
WEDNESDAY, 9/30 Inside the Chatter Box Coronado A & B Big Box, Small Box, Green Box, Toy Box: Retooling Retail and Work 6:00 AM 7:00 AM Morning Yoga Black Swan Tidelands Environments for the New Economy 6:00 AM 7:00 AM Morning Run Meet in Lobby Coronado A & B Foyer 7:00 AM 6:00 PM Event Registration/Event Information Registration Desk 10:45 AM 11:00 AM Morning Break Tidelands Foyer 7:00 AM 9:00 AM Breakfast Coronado C & D 11:00 AM 12:30 PM Breakout Sessions (Choose One) 7:45 AM 8:45 AM Creating Prosperity in a Chaotic Economy Coronado C & D Content Is King: Reaching the “TwickrMyFaceTube” Crowd Coronado A&B 9:15 AM 10:45 AM Breakout Sessions (Choose One) How to Avoid Fanning the Flames of Potential Hot Spots Facing Outdoor Diversity in America: The Growing Impact on Work, Organization and Consumers Coronado A & B Companies: From Human Resource and Workforce Issues to Vertical Price-Fixing Tidelands Issues Supercharge Your Business, Your Employees and Yourself Tidelands 12:30 PM 12:45 PM Boxed Lunch Pick-up Ballroom Foyer Coronado A & B Foyer 10:45 AM 11:00 AM Morning Break Transportation Boarding and Departure for 12:45 PM 1:00 PM Main Entrance/Lobby Tidelands Foyer Volunteer Service Project
11:00 AM 12:30 PM Breakout Sessions (Choose One) 1:00 PM 5:30 PM Volunteer Service Project Balboa Park
Diversity! A Business Case to Diversify Your Workforce Coronado A & B 5:30 PM 6:00 PM Transportation Boarding and Return to Marriott Balboa Park
The New Normal: Life After The Great Recession Tidelands 7:00 PM 10:00 PM Reception and Dinner Riviera Pool
12:30 PM 2:00 PM Lunch Coronado C & D FRIDAY, 10/2
1:00 PM 1:45 PM Alchemy — Using Adversity as an Advantage Coronado C & D Depart 2:15 PM 3:45 PM Breakout Sessions (Choose One)
Change + Coronado A & B
Social Media is a Cocktail Party Tidelands
4:00 PM 10:00 PM Self-Guided Entertainment & Dinner Various locations
4:00 PM 10:00 PM Complimentary Water Taxi Departs Marriott Dock
4:30 PM 6:30 PM “The Amazing Pace” by Injinji Departs Marriott Dock
6:00 PM 9:00 PM Paddlesports Working Group Meeting Coronado C
PAGE 12 OUTDOOR INDUSTRY ASSOCIATION PAGE 13 SCHEDULE OF EVENTS Rendezvous 2009 Rendezvous 2009 SCHEDULE OF EVENTS
TUESDAY, SEPTEMBER 29 WEDNESDAY, SEPTEMBER 30
1:00 PM – 9:00 PM Event Registration 6:00 AM – 7:00 AM Morning Yoga u Registration Desk u Black Swan
Join prAna founder and owner Beaver Theodosakis for a 1:00 PM – 5:00 PM Self-Guided Recreation morning of sun salutations and asanas to clear your mind and stretch your body.
6:00 AM – 7:00 AM Morning Run u Meet in Lobby
Join Team Injinji for a morning wake-up run guaranteed to 6:00 PM – 7:30 PM Welcome Reception jumpstart your day. Team Injinji Athletes Dave Dial and Keith u Ballroom Foyer Kirby will be your guides for either a fast or leisure pace in and around the Marriott and picturesque Coronado Bay. Joe Decker — Current Title Holder as the World’s Fittest Man — will lead today’s warm up.
7:30 PM – 9:30 PM Dinner 7:00 AM – 6:00 PM Event Registration/Event Information u u Coronado Ballroom Registration Desk
7:00 AM – 9:00 AM Breakfast u Coronado C & D
8:00 PM – 9:00 PM KEYNOTE ADDRESS u Coronado Ballroom Breaking Down Barriers/Rediscovering Play: Bringing 7:45 AM – 8:45 AM KEYNOTE ADDRESS Fun and Passion to Your Work…and Life u Coronado C & D Speaker: Kevin Carroll Creating Prosperity in a Chaotic Economy Kevin Carroll uses his masterful storytelling skills to communicate his vast and varied experiences to entertain, Speaker: Todd G. Buchholz enlighten and challenge business leaders and worldwide Warren Buffett has called the economy a “shambles,” yet the audiences. Using lessons garnered from the spirit and Federal Reserve Board is printing money at a furious pace dynamics of play, Carroll will help us understand how to while Congress shovels money out every window of the Capitol enliven and enrich our work lives, enhance innovation, and Building. What’s next? How will the economy perform in 2010 improve team dynamics and interpersonal communication. and the years beyond? How will the world economy impact the outdoor recreation industry? Learn how to anticipate new trends that open up fresh opportunities. How can companies not just survive but thrive in this treacherous but exciting environment? Todd Buchholz will take you on a tour of Wall Street, Washington and the world, pointing out the risks and opportunities ahead.
PAGE 14 OUTDOOR INDUSTRY ASSOCIATION PAGE 15 SCHEDULE OF EVENTS Rendezvous 2009 Rendezvous 2009 SCHEDULE OF EVENTS
WEDNESDAY, SEPTEMBER 30 (continued) 9:15 AM – 10:45 AM Breakout Sessions
9:15 AM – 10:45 AM Breakout Sessions Supercharge Your Business, Your Employees and Yourself Diversity in America: The Growing Impact on Work, Organization and Consumers Speaker: Boaz Rauchwerger u Speaker: Kelly McDonald Tidelands u Coronado A & B In these uncertain times it’s imperative to stay positive and keep yourself, as well as your team, highly motivated in the We all know that our society is becoming increasingly diverse face of adversity. Speaker, trainer, consultant and author and that no longer are cultures necessarily “melting together” Boaz Rauchwerger provides specific techniques in this highly into one homogenous group as in past decades. In fact, the interactive presentation to supercharge not only your business modern phrase is that our society has moved from being but also your management and staff. a “melting pot” to a “salad bowl,” with clear distinctions between different cultural groups. And diversity comes in This fast-paced program covers key topics immediately many forms: racial, ethnic, gender, generational, sexual applicable to incite change, including preference, linguistic, even life stage and level of affluence, • Overcoming roadblocks to high achievement to name a few. Learning about differences in values among different groups is the key to maximizing relationships and • Stimulating the power of the mind business opportunities. • Moving through challenges creatively This presentation will focus on why diversity is a business • Controlling and diffusing stress opportunity — how you can grow your business by better understanding your co-workers, your customers and the • Improving productivity and time management community in which you live and work, today and tomorrow. • Becoming a business and money magnet Session participants will Rauchwerger identifies what each participant wishes to change • Learn key market segmentations and the values or improve the most within his or her organization and teaches associated with each to better understand members and a simple, six-step daily process that can be implemented coworkers. within the organization called “The Tiberias Success Formula.”
• Hear more about key generational segments and the Hispanic consumer. 10:45 AM – 11:00 AM Morning Break u • Discover the Four Levels of Acculturation and the Coronado A & B Foyer importance of relating to different cultures and not just u Tidelands Foyer translating. • Examine specific dos and dont’s and common obstacles faced with diversity initiatives in order to avoid communication or service mistakes.
PAGE 16 OUTDOOR INDUSTRY ASSOCIATION PAGE 17 SCHEDULE OF EVENTS Rendezvous 2009 Rendezvous 2009 SCHEDULE OF EVENTS
WEDNESDAY, SEPTEMBER 30 (continued) 11:00 AM – 12:30 PM Breakout Sessions
11:00 AM – 12:30 PM Breakout Sessions The New Normal: Life After The Great Recession
Diversity! A Business Case to Diversify Speakers: Jonathan Lansner, David J. Lynch Your Workforce u Tidelands
Moderator: Enrique Washington, Generator Group The recession that began in December 2007 is the longest, Panelists: Michelle Clements, REI; Monica Simon, Simon most punishing economic downturn since The Great Depression. A problem that began in an obscure corner of the & Simon Resources; Lee Wills-Irvine, Qualcomm U.S. mortgage market has now claimed more than $12 trillion u Coronado A & B in household wealth, seven million jobs and countless dreams for a better tomorrow. Unprecedented government actions The U.S. population will soon represent 30 percent Latino, over the past year prevented a repeat of the 1930s, and many 15 percent Black and 9 percent Asian, according to the economists expect growth to resume before year’s end. But the Census Bureau. According to the 2008 Outdoor Recreation post-crisis economy will bear little resemblance to the easy- Participation Report, these ethnic groups are still a small money days of the past. Will the housing market ever recover but growing segment. Those that do participate get outside its recent peak? And with American consumers focused on more frequently than Caucasians, and Hispanic youth — as rebuilding their balance sheets rather than spending money, the fastest growing segment of the Hispanic population what will drive global growth? Can Washington unwind its — represent the most promising segment for engaging in extraordinary economic interventions without triggering new outdoor recreation. problems? Do the demographics of your customer base represent this David J. Lynch of USA TODAY and Jonathan Lansner of The mix? Are you missing opportunities to attract these growing Orange County Register have watched the financial crisis market segments? Does your organization’s workforce reflect unfold at home and abroad. Join these two veteran journalists the demographics of your current or desired customer base? as they share their assessments of what lies ahead. As our workforce transforms into a more diverse workforce, how will your organization address the change? Attend this panel discussion to learn from experts who will share 12:30 PM – 2:00 PM Lunch examples and experiences to address this shift by developing u Coronado C & D a strong business case, unique recruitment models and workforce readiness applications.
This panel session will
• Provide examples for a strong business case
• Share unique recruitment models and programs to build a diverse workforce
• Provide insight on how to evaluate your workforce readiness and evaluate your efforts for building a diverse workforce
• Discuss how a diverse workforce represents an opportunity to connect to a diverse customer base
PAGE 18 OUTDOOR INDUSTRY ASSOCIATION PAGE 19 SCHEDULE OF EVENTS Rendezvous 2009 Rendezvous 2009 SCHEDULE OF EVENTS
WEDNESDAY, SEPTEMBER 30 (continued) and the products and services that support them. “Change+” explores the behavior and complex emotions that characterize 1:00 PM – 1:45 PM KEYNOTE ADDRESS the divide between a person’s current state and his or her desires and how businesses can better understand the people u Coronado C & D they are designing for.
Alchemy — Using Adversity as an Advantage In this session, we’ll explore the tremendous opportunity for Speaker: Erik Weihenmayer goods, services and new business models that not only survive in change but thrive on it. Erik believes that inside each of us is a light which feeds on adversity. The greater the challenge, the brighter that light 2:15 PM – 3:45 PM Breakout Sessions burns. It can make us more focused, more driven, more creative and can even transcend our own limitations and give our lives power. He tells about those people whom he calls Social Media is a Cocktail Party “alchemists,” constantly turning the lead of their lives into Speaker: Jim Tobin gold. u Tidelands “With an alchemist, you can throw them into the midst of a fierce competitive environment, strip away their resources, Jim Tobin of Ignite Social Media will share the 13 types throw road blocks in front of them, and they’ll still find a of social media and how brands can use each of these way to win — not despite adversity, but because of it.” for creating deeper connections with their customers He demonstrates how alchemists, rather than avoiding or and prospects. In this interactive presentation with lots of circumventing adversity, harness its energy and use it to opportunity for your questions, Jim will help you generate propel themselves into greatness. ideas that can work for you, from the basics of social media monitoring to community engagement to the use of “Imagine,” Erik offers, “if adversity was no longer your enemy interactive widgets. but your ally, no longer an impediment but the pathway.” 4:00 PM – 10:00 PM Explore San Diego 2:15 PM – 3:45 PM Breakout Sessions Free time/Networking/Recreation u Complimentary Water Taxi 4 PM – 10 PM Change + Tonight is an open evening for Rendezvous attendees to Speaker: Chris Waugh explore San Diego and Coronado Island. OIA will host u Coronado A & B a complimentary, continual water taxi from the Marriott Coronado Island dock to the Marriott San Diego Marina dock IDEO has collected a depth of insight on the topic of Change. (downtown) from 4 PM to 10 PM (last Water Taxi departs from Without a doubt, people, businesses and the economy at the Marriott San Diego at 9:45 PM) exclusively for Rendezvous large are in the middle of tremendous change. How might we attendees. Please show your attendee badge when boarding. capitalize on the way people, business and the economy are shifting? How can we activate quickly to see both short-term and long-term business success in such an environment? Why 4:30 PM – 6:30 PM “The Amazing Pace” by Injinji is the outdoor industry more relevant now than ever? u Marriott Coronado Island Dock
IDEO’s Human Centered Design process identifies latent The Injinji Amazing Pace will feature teams of two partnering needs and aspirations that can inspire products and services on a condensed area tour and search starting at the Marriott as well as business models to help people meet their goals in Ferry drop and ending at a spectacular view site overlooking the midst of change. San Diego for a cocktail or two before heading out to more Designing for innovation that can tap into deep human fun spots in downtown San Diego on your own. Estimated motivations is essential to building loyalty between people timeframe: 1 hour and 45 minutes.
PAGE 20 OUTDOOR INDUSTRY ASSOCIATION PAGE 21 SCHEDULE OF EVENTS Rendezvous 2009 Rendezvous 2009 SCHEDULE OF EVENTS
THURSDAY, OCTOBER 1 9:15 AM – 10:45 AM Breakout Sessions 6:00 AM – 7:00 AM Morning Yoga with prAna Inside the Chatter Box u Black Swan Speakers: Paul Kirwin, Andrea Anderson Join prAna founder and owner Beaver Theodosakis for a morning of sun salutations and asanas to clear your mind and u Coronado A & B stretch your body. What are consumers saying about your brand and products in the world of New Media? Who is publishing and what 6:00 AM – 7:00 AM Morning Run with Injinji kind of power do they have? How do you engage with these u Meet in Lobby individuals and their communities in a way that builds your brand? How do you respond to the negative and when Join Team Injinji for a morning wake up run guaranteed to is it appropriate to use legal tools to protect your brand’s jumpstart your day. Team Injinji Athletes Dave Dial and Keith value? Channel Signal’s Paul Kirwin and Andrea Anderson Kirby will be your guides for either a fast or leisure pace in and of Holland & Hart will go “live online” and show you The around the Marriott and picturesque Coronado Bay. Good, The Bad and The Ugly. This is a real-time presentation and, consequently, a free-flowing discussion about what is 7:00 AM – 12:30 PM Event Registration/Event Information happening now. u Registration Desk 9:15 AM – 10:45 AM Breakout Sessions
Big Box, Small Box, Green Box, Toy Box: 7:00 AM – 9:00 AM Breakfast Retooling Retail and Work Environments for the u Coronado C & D New Economy Speakers: Jim Megerson, Maureen Boyer u Tidelands
The down-turn in the economy is changing the way the public is shopping. The retail industry is rapidly responding 7:45AM – 8:45 AM Keynote Address by modifying how products are built and delivered. This, in u Coronado C & D turn, is affecting the way “brick and mortar” stores are being designed, built and leased. Overall store size, organization, Turning Adversity to Opportunity flexibility and sustainability can have a dramatic impact Speaker: Marshal Cohen on shopper traffic and store sales. Manufacturers and retailers alike are also finding that they need to reduce their Marshal Cohen, chief industry analyst, The NPD Group, Inc., environmental footprint while creating better work places. We says that while the economic forecast looks a bit gloomy will explore emerging trends and solutions in retail and office right now, we certainly are not doomed. Marshal will offer his design using actual examples and case studies. analysis of our current economic situation as well as his tips on how to turn economic challenges into business opportunities. 10:45 AM – 11:00 AM Morning Break Marshal’s presentation will draw on his monthly research into how consumers are responding to current economic u Coronado A & B Foyer conditions as well as his 30+ years of experience to help u Tidelands Foyer audience members see beyond the gloom and see the light at
the end of the tunnel.
PAGE 22 OUTDOOR INDUSTRY ASSOCIATION PAGE 23 SCHEDULE OF EVENTS Rendezvous 2009 Rendezvous 2009 SCHEDULE OF EVENTS
THURSDAY, OCTOBER 1 (continued) 11:00 AM – 12:30 PM Breakout Sessions
11:00 AM – 12:30 PM Breakout Sessions How to Avoid Fanning the Flames of Potential Hot Spots Facing Outdoor Companies: From Content Is King: Human Resource and Workforce Issues to Reaching the “TwickrMyFaceTube” Crowd Vertical Price-Fixing Issues Moderator: Liz Ferrin, Teva Footwear Speakers: Steven M. Gutierrez, Jim Hartley Panelists: Peter Bittenbender, Decon; Jamie Tedford, u Tidelands Brand Networks; Jordan Williams, REI u Coronado A & B Dealing with legal issues is certainly not the best part of your job, BUT they are unavoidable. This session will better equip What are young people looking for in the brands of tomorrow? you for dealing with a few potential challenges that may lie How do you create content that speaks to and engages youth ahead. while generating an emotional connection to your brand? The first half of our discussion will cover employment issues How do you get young consumers to share content with their related to their “rightsizing,” “downsizing,” “reduction in peers while maintaining appropriate disclosure? How do you force” and associated challenges. As we near economic inspire trust while marketing to youth in a way that is credible, recovery, companies must remain nimble in order to address authentic and inspires brand loyalty? the market challenges and workforce management issues that Join youth marketing experts who have experience activating have plagued the industry over the last year. Proper planning brands, retailers and artists — such as Red Bull, Volkswagen, and foresight will help us grapple with how to manage costs Teva, REI, The Truth campaign, Jay Z, Damian Marley and and remain competitive. This session will provide practical Jurassic 5 — for an indepth look at the many facets of new guidance on how to avoid potential problems and lawsuits media. associated with workforce management.
Panelists will discuss The second half of our discussion will address retailer pricing issues such as MAP (minimum advertised pricing) policies • Personal CPM in Social Networking: Quality over quantity; and how they are impacting brick and mortar businesses and how to spot key influencers and harness their influence to eCommerce. We will also discuss strategies for manufacturers promote your brand. to monitor their policies and what other regulations and • Retailers and Technology: How REI is utilizing new media pricing policies may be on the horizon. technology and music to engage a new generation of outdoor consumers.
• Music, Youth and Your Brand: For youth, few mediums 12:30 PM – 12:45 PM Box Lunch Pick-up can generate the emotional response that music can and u does; how to develop cross-promotional relationships with Ballroom Foyer artists. 12:45 PM – 1:00 PM Transportation Boarding and Departure for Volunteer • Content is King: Keeping your brand fresh through Service Project constant content creation and creating cross-promotional campaigns with music artists, athletes and like-minded u Meet in Lobby non-competitive brands.
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THURSDAY, OCTOBER 1 (continued) 7:00 PM – 10:00 PM Closing Reception & Dinner
1:00 PM – 5:30 PM Volunteer Service Project u Riviera Pool u Palm Canyon, Balboa Park
A Tradition of Giving in the Outdoor Industry
Since 1996, Rendezvous conference attendees have rolled up
their sleeves and joined together for an afternoon of service.
This popular event not only provides the satisfaction of hard work and giving back to the community but also provides unsurpassed camaraderie with industry peers in an informal setting. 10:00 PM Event Closes This year, the 2009 Volunteer Service Project will take place at San Diego’s famous Balboa Park. At just over 1400 acres, Balboa Park is one of the nation’s largest city parks, second 10:00 PM – ? Self-Guided After Hours Entertainment only to New York City’s Central Park. Home to 15 major museums, renowned performing arts venues, beautiful gardens and the San Diego Zoo, the Park has an ever- changing calendar of museum exhibitions, plays, musicals, concerts and classes — as well as hundreds of miles of wilderness trails and nature walks. FRIDAY, OCTOBER 2 This is the eleventh year the volunteer service project has been supported by presenting sponsor Timberland, and the project follows Timberland’s GREEN Service Standard. Service Depart project volunteers will spend their day cleaning up Palm Canyon, a tropical oasis containing more than 450 palms (58 species) within its two acres. The original group of Mexican fan palms — so prominent in the canyon — dates back to 1912.
California’s budget crisis has had a dramatic effect on its parks and is causing major setbacks in even the most basic trail and park maintenance. In addition to threat of closure, California park and recreation agencies have identified close to $800 million in needed resources to acquire, improve or rehabilitate parks, open spaces, trails and facilities that will go unanswered. The outdoor industry’s contributions to Balboa Park will be providing much needed relief and will be enjoyed by park visitors for years to come.
No prior experience is required. We hope you will join us!
5:30 PM – 6:00 PM Transportation Boarding and Return to Marriott u Balboa Park
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Keynote Speakers lavishly praised by The New York Times and Financial Times. His newest books are “New Ideas From Dead CEOs” and a novel, “The Castro Gene.” TODD G. BUCHHOLZ Mr. Buchholz is a contributing editor at Worth magazine, Global Economist/Economic Policy Advisor, where he writes the “Global Markets” column, and he has and Author penned articles for The New York Times, Wall Street Journal, u Wednesday, September 30 Forbes and Reader’s Digest. He delivered a lecture at the 7:45 AM – 8:45 AM White House entitled “Clarity, Honesty and Modesty in Economics” and has been a keynote speaker before such Creating Prosperity in a Chaotic Economy groups as Microsoft, Citibank and the U.S. Chamber of Todd G. Buchholz “lights up economics with a wickedly Commerce. sparkling wit,” says the Associated Press. He recently jousted Before joining Tiger in 1996, Todd Buchholz was president with James Carville and Ben Stein, and Successful Meetings of the G7 Group, Inc., an international consulting firm, Magazine named him one of the “21 Top Speakers for the whose clientele included many of the top securities firms, 21st Century.” His editorials in The Wall Street Journal and investment banks and money managers in New York, London commentaries on PBS correctly forecasted the 2001 slowdown and Tokyo. From 1989 to 1992, he served at the White House in the U.S. and the 2008 pop in commodity prices. The New as a director for economic policy. He won the Allyn Young York Times has turned to him to decipher terrorist threats and Teaching Prize at Harvard and holds advanced degrees in the job market. BusinessWeek raved about his book “Market economics and law from Cambridge and Harvard. Shock,” which warned of the quicksand facing the stock market.
Mr. Buchholz entertains his audiences and shows them how to thrive in a challenging economy while gearing up for future prosperity. A former director of economic policy at the White House, a managing director of the $15 billion Tiger hedge fund and an award-winning economics teacher at Harvard, he targets his entertaining remarks to the cutting edge of economics, finance and business strategy. He has advised President Bush and is a frequent commentator on ABC News, PBS and CBS and recently hosted his own special on CNBC. He has debated such luminaries as Lester Thurow and Nobel Laureate Joseph Stiglitz. He is co-founder of Enso Capital Management, LLC, and co-founder and managing director of Two Oceans Management, LLC.
Todd Buchholz has authored numerous books that have been translated into a dozen languages and are used in universities nationwide, the likes of which include Harvard, Brigham Young and Princeton. “Market Shock: 9 Economic and Social Upheavals that Will Shake Our Financial Future” was released to rave reviews and dubbed “outstanding” by The Wall Street Journal. He is also author of the best-selling “New Ideas from Dead Economists” and “From Here To Economy,” which were
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of athletic product performance, team dynamics and KEVIN CARROLL interpersonal communication. Kevin left Nike in 2004 to create his own company, Kevin Carroll Katalyst/LLC, committed to Founder, Kevin Carroll Katalyst/LLC, and Author elevating the power of sport and play around the world. u Tuesday, September 29 In May of 2005, a notable moment occurred when Kevin 8:00 PM – 9:00 PM addressed dignitaries from 31 nations at the United Nations Breaking Down Barriers/Rediscovering Play: Bringing about the importance of play in their developing countries. Fun and Passion to Your Work...And Life Kevin is also heavily involved with many social entrepreneur organizations that use sports as a catalyst to change lives. Kevin Carroll is the founder of Kevin Carroll Katalyst/LLC and the author of three highly successful books published by Kevin holds an M.S. in Health Education from St. Joseph’s ESPN, Disney Press and McGraw-Hill. As an author, speaker University, a B.A. in Speech Communication with a minor and agent for social change (a.k.a. the Katalyst), it is Kevin’s in Physical Education from Angelo State University and an “job” to inspire businesses, organizations and individuals associate degree in Interpreting and Translating from the — from CEOs and employees of Fortune 500 companies Community College of the Air Force. Kevin is a frequent to schoolchildren — to embrace their spirit of play and visiting professor across the United States. creativity to maximize their human potential and sustain more Please visit www.kevincarrollkatalyst.com to learn more about meaningful business and personal growth. Kevin Carroll. With his consulting endeavors, Kevin has helped turn creative ideas into reality for organizations such as the National Hockey League, ESPN, Nike, Starbucks (his words appeared on 17 million Grande cups), The National Basketball Association, Walt Disney Company, Mattel, Hasbro, Procter & Gamble, Discovery Channel, Capital One and many others.
Raised by his grandparents in Philadelphia, Kevin spent endless hours at the neighborhood playground where he found his calling: a red rubber ball. His subsequent pursuit of play and his “red rubber ball” took him overseas with the Air Force, where he served as a language interpreter and translator, gaining fluency in Croatian, Czech, Serbian and German.
After serving in the Air Force for ten years and earning his college degree, Kevin became an athletic trainer at the high school and collegiate levels in Philadelphia. His expertise in sport performance, recognized by the 76ers organization, led to his job as the head athletic trainer for the Philadelphia 76ers in 1995. While at the 76ers, Nike tapped Kevin to bring his unique experiences to the sneaker giant in 1997. Although no job “officially” existed at the time, Kevin was directed to create a position at the company that would add value to the overall mission of the brand. Kevin accepted the challenge and stayed for seven years as “Katalyst” (the ‘K’ is for Kevin) — a creative change agent. At Nike he was instrumental in helping the company develop a deeper understanding
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and Footwear Association, Intimate Apparel Council and MARSHAL COHEN Fashion Institute of Technology. He is a contributing editor for Brandweek, Retailing Today and Accessories magazine Chief Industry Analyst, NPD Group, and Author and also makes regular contributions to a variety of broadcast u Thursday, October 1 outlets including “The Today Show,” Bloomberg TV and 7:45 AM – 8:45 AM Radio, National Public Radio, CNBC Television, “ABC World News Tonight” and “CBS Evening News.” Turning Adversity to Opportunity Marshal’s unique style, humor and insight make any meeting During his years at NPD, Marshal has become one of the he speaks at an invigorating one. His goal is to energize, most sought-after experts for his insight and analysis about motivate and even spark new ideas among those who hear consumer behavior and the retail sector. He proves daily him speak. He works with companies from a wide spectrum that, in order for manufacturers, retailers and brands to be of industries and services, delivering a clear message that successful, they have to make a deep, passionate connection companies refer to well after his presentations. Marshal tailors with their consumers. The combination of Marshal’s ongoing every presentation for the individual audience — this keeps research and his ability to be open to information from the material fresh and ensures each presentation is highly disparate sources allows him to elevate, educate and entertain relevant and energizing. He says his ultimate goal for each his audiences — and take them beyond the data. presentation is that it is “the game changer” for his audience. Marshal’s quick wit, pulse on the everyday consumer and vision for retailing’s future have made him one of today’s most frequently quoted experts on consumers. In 2007, CondeNast Portfolio magazine noticed this and dubbed him “The Human Quotron,” noting he “… always has the scoop…” and he “… pops up in the media almost every other day…”
Today Marshal’s primary professional focus is on his presentations. Each presentation is unique, built on insights not only from Marshal’s continuing research but by his direct contact with consumers and his exploration of economic conditions and market forces. Through this powerful combination of resources, Marshal imparts a new take on what’s influencing businesses.
Marshal’s perspectives are always relevant and fresh; audiences leave his presentations with their eyes opened, new awareness of industry issues and validation of their own observations. Marshal challenges his audiences to have the vision to identify opportunities. He ignites their passion and encourages them to dream, execute and fulfill.
Recently, Marshal’s expertise was acknowledged by the fashion industry — he was named to the Footwear News Power 100 List. It is considered “the definitive list of the industry’s most influential players.” Marshal is a regular keynote and featured speaker at prominent retail and fashion industry events, including the National Retail Federation Convention, Fairchild CEO Summits, American Apparel
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In 1999, Erik joined Mark Wellman, the first paraplegic to ERIK WEIHENMAYER climb the 3000-foot face of El Capitan, and Hugh Herr, a double-leg-amputee and scientist at Harvard’s prestigious World-class Adventurer, and Author prosthetics Laboratory, to climb an 800-foot rock tower in u Wednesday, September 30 Moab, Utah. As a result of their successful climb together, 1:00 PM – 1:45 PM the three formed No Barriers, a non-profit organization with a goal of promoting innovative ideas, approaches and assistive Alchemy — Using Adversity as an Advantage technologies that help people with disabilities push through On May 25, 2001, Mountain Hardwear Athlete, Erik their own personal barriers to live full and active lives. Erik Weihenmayer, became the only blind man in history to reach also serves as a National Braille Literacy Champion on behalf the summit of the world’s highest peak — Mount Everest. On of the American Foundation for the Blind. August 20, 2008, when he stood on top of Carstenz Pyramid, Erik’s career has taken him around the world, speaking the tallest peak in Austral Asia, Weihenmayer completed his to audiences on harnessing the power of adversity, the quest to climb the Seven Summits, the highest mountains importance of a “rope team” and the daily struggle to pursue on each of the seven continents, a feat accomplished by your dreams. Clearly, Erik’s accomplishments show that one fewer than 100 mountaineers. Additionally, he has scaled El does not have to have perfect eyesight to have extraordinary Capitan in Yosemite; Lhosar, a 3000-foot ice waterfall in the vision. Himalayas; and a difficult and rarely climbed rock face on 17,000-foot Mt. Kenya.
After Erik’s Mt. Everest ascent, Braille Without Borders, a school for the blind in Tibet, invited him to teach its students mountaineering and rock climbing. His many climbs gave the teenagers the courage to excel in a culture that affords few opportunities for the blind. Erik and six Everest team members went to Tibet in May 2004 to train the students. Then in October led them on a climb to the Rombuk Glacier on the north side of Mt. Everest. Once seen as pariahs, the teenagers ultimately stood together at 21,500 feet, higher than any team of blind people in history. The experience was made into the documentary, “BlindSight,” which won the Peoples Choice Award at the L.A., London, and Berlin Film Festivals and was eventually released theatrically.
Erik is also the author of the memoir, “Touch the Top of the World,” and “The Adversity Advantage,” co-written with best selling business author, Dr. Paul Stoltz. Erik has been published in Time, Forbes, and Reader’s Digest. His extraordinary accomplishments have gained him abundant press coverage including repeated visits to NBC’s “Today Show” and “Nightly News,” “Oprah,” “Good Morning America,” “Nightline” and “The Tonight Show.” He has also been on the cover of Time, Outside, and Climbing magazines.
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BREAKOUT SESSION SPEAKERS PETER BITTENBENDER Co-Founder and CEO, Decon
ANDREA ANDERSON u Thursday, October 1 11:00 AM – 12:30 PM Attorney, Holland & Hart, LLP Content Is King: Reaching the uThursday, October 1, 2009 “TwickrMyFaceTube” Crowd 9:15 AM – 10:45 AM Peter Bittenbender is the Co-Founder and CEO of Decon, a Inside the Chatter Box full-service creative idea shop and record label with a focus Andrea Anderson provides a full complement of trademark- on youth culture and based in New York City. Peter founded related services to an international clientele with an emphasis Decon in 2002 with director Jason Goldwatch, and since its on strategic counseling and dispute resolution. She assists inception the company has each year continued to expand her clients in every stage of the creation, maintenance and its clients and service offering. With a focus on content protection of their trademark rights, including selecting and creation and a hard-edged DIY attitude, Decon has quickly clearing new trademarks, securing trademark rights through transformed into a top creative shop with clients including registration in the U.S. and abroad and formulating and Netflix, Pharrell Williams, Red Bull, Def Jam, 2K Sports, Zune, executing enforcement strategies designed to maximize the Teva, MTV and many others. value and scope of these rights. During the past 5 years, Peter Bittenbender has overseen and Ms. Anderson has successfully litigated numerous trademark developed the launch of a number one-selling videogame, cases involving conventional trademarks; non-traditional a platinum DVD, dozens of music videos and broadcast trademarks, such as colors and product configurations; trade commercials plus many high-profile music licensing deals dress; domain names; gray market goods; and counterfeit including the theme music for the Emmy award-winning show, goods. Ms. Anderson also regularly handles opposition and “Mad Men.” cancellation actions before the U.S. Trademark Trial and Currently, Peter can be found seven days a week at the Decon Appeal Board as well as domain name complaints pursuant headquarters in Downtown NYC but looks forward to one day to ICANN’s dispute resolution policy. In addition, a significant soon traveling on a tiny plane to a tiny island with a beautiful portion of Ms. Anderson’s practice is devoted to assisting girl in a tiny outfit. clients with legal issues related to their advertising and marketing claims, including “green advertising” product claims. She has successfully defended clients against competitors’ claims of false advertising.
Ms. Anderson represents clients in several diverse industries, including outdoor gear and apparel, sporting goods, organic and natural products, personal care products, rental cars, health care and spirits and alcoholic beverages.
Before moving to Colorado to join Holland & Hart, Ms. Anderson was associated with a large intellectual property law firm based in Washington, D.C. Prior to that, she served as a law clerk to The Honorable Raymond C. Clevenger, III, of the U.S. Court of Appeals for the Federal Circuit. Ms. Anderson attended George Washington University Law School, where she graduated first in her class.
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MAUREEN BOYER, AIA MICHELLE CLEMENTS Senior Associate/Project Manager, Gensler Sr. Vice President of Human Resources, Recreational Equipment, Inc. (REI) u Thursday, October 1 9:15 AM – 10:45 AM u Wednesday, September 30 11:00 AM – 12:30 PM Big Box, Small Box, Green Box, Toy Box: Retooling Retail and Work Environments for the Diversity! A Business Case to Diversify New Economy Your Workforce
Maureen Boyer is a retail studio director who brings over 25 Michelle Clements has thirty years of experience in the retail years of professional experience to Gensler. She has spent industry in both operations and senior HR positions. Today, those years perfecting her skills in project management, she oversees REI’s company-wide human resources division design and construction management in the U.S., Europe which includes talent management and recruiting, training and Asia. Maureen has worked nationally and internationally and development, employee relations and organization on a variety of commercial, governmental and institutional development, compensation and benefits, employee projects. At Gensler, her focus has been on mixed-use and recognition programs, and REI’s employee service center. She retail environments as well as retail rollouts, with a balanced is responsible for leading the strategy and development of emphasis between architectural and interior design. Her work REI’s long-term People Strategies. In addition, she serves as on San Francisco’s historic One Powell building included an executive sponsor for the organization on REI’s strategic management of the project’s design and construction teams Diversity and Inclusion Initiative. for both the core and shell renovations in addition to the retail Ms. Clements’s board service includes the YMCA, Leadership tenant interior: a flagship store for Forever 21. The building’s Tomorrow, the University of Washington’s Executive Education anchor tenant, Bank of America, remained open throughout. Advisory Board, the National HR Planning Society (HRPS) Recently, Maureen led the Gensler team responsible for and the B.O.L.D. Diversity Initiative. She is a runner and avid the expansion of the Roseville Galleria for Westfield, a enthusiast of the outdoors. 350,000-square foot remodel, and repositioning of an upscale retail center. REI’s mission is to inspire, educate and outfit for a lifetime of outdoor adventure and stewardship.
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LIZ FERRIN STEVEN M. GUTIERREZ Global Branded Content Manager, Teva Footwear Attorney, Holland & Hart, LLP u Thursday, October 1 u Thursday, October 1 11:00 AM – 12:30 PM 11:00 AM – 12:30 PM Content Is King: Reaching the How to Avoid Fanning the Flames of Potential Hot “TwickrMyFaceTube” Crowd Spots Facing Outdoor Companies: From Human Liz Ferrin has more than ten years of experience making Resource and Workforce Issues to Vertical Price- connections. She has crafted collaborations worldwide Fixing Issues among artists and musicians, outfitters, non-profits, corporate Steven M. Gutierrez is a partner with the law firm of Holland sponsors and volunteers to clean up rivers, promote athletes, & Hart, based in Denver, CO, and current chair of the produce giant films and mini webisodes, compile musical firm’s Labor & Employment Practice Group. Mr. Gutierrez collections, create strategic product launches using innovative has substantial litigation experience focused on labor and cross-brand promotions and lug a lot of tee-shirt boxes at employment and other tort litigation. He advises and provides events in multiple time zones. training to private employers regarding policies and practices As the global branded content manager for Teva Footwear, relating to employment relationships, workplace violence Ferrin created Teva’s first strategic business-to-business and prevention and other investigatory methods and practices. philanthropic programs and managed multi-year partnerships Mr. Gutierrez also has extensive trial experience addressing with Waterkeeper Alliance, Stop Global Warming, claims concerning wrongful termination, breach of express Volkswagen, Land Rover, Lonely Planet, Dave Matthews Band or implied employment contracts, violation of covenants not and others. to compete, contracts for the protection of trade secrets, Ferrin served for three years on the American Whitewater employment discrimination, wage matters (including FLSA board of directors and was a founding board member collective actions), FMLA claims, defamation, torts and claims of Conservation Next and the Environmental Humanities of retaliatory discharge. Mr. Gutierrez’s extensive judicial Partnership program board at University of Utah. Ask her what and administrative experience provides a strong foundation she is most proud of and she’ll say creating a high-profile film to assist companies with meeting the varied challenges of about the world water crisis that will produce a long-term the modern business environment. He speaks frequently at global impact. The 3D IMAX® film, GSCA® award-winning seminars on litigation strategies, fair employment and labor “Grand Canyon Adventure: River at Risk” starring Wade Davis relations and has provided training to professionals on a wide and Robert F. Kennedy, Jr., with a soundtrack by the Dave range of employment-related topics. Matthews Band, launched in March of 2008. Mr. Gutierrez adopts a practical and cost-effective method of An avid traveler, when she is not rafting the Grand Canyon, practice in order to develop solutions to meet business needs kayaking the Costa Brava, or paddling a dugout through the and to maintain compliance with federal and state laws. Mentawai Islands, Ferrin can be found hiding out with an old school book while checking her Mashable twitter feed every 20 minutes.
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Paul Kirwin is founder of Channel Signal, Inc., a new media JIM HARTLEY monitoring and management company focused on the sporting goods business. The focus of Channel Signal is to Attorney, Holland & Hart, LLP find the powerful communication channels and influencers u Thursday, October 1 in a brand’s verticals and engage them to increase reach and 11:00 AM – 12:30 PM improve sales.
How to Avoid Fanning the Flames of Potential Hot Paul Kirwin is also the founder of 3point5, Inc., the largest Spots Facing Outdoor Companies: From Human Internet-based training platform in the sporting goods Resource and Workforce Issues to Vertical Price- business. The online training is directed to retail salespeople Fixing Issues and features flash, audio and video to ensure an educational and entertaining experience. The core value is to improve the Jim Hartley is a partner with the law firm of Holland & Hart, knowledge level and increase sales. based in Denver, CO, and he has been practicing as a trial lawyer since 1974. His primary areas of practice have been Paul received his Bachelor of Science degree from the antitrust litigation and counseling and patent infringement University of Colorado in 1975. He started his career as a litigation. He has particular experience in dealing with straight commission salesperson for an employment agency. pricing issues in the manufacturing industries. For example, After two years of learning how to be successful at cold Mr. Hartley has advised a number of manufacturing firms calling, he used that technique to enter radio news, moving in the sporting goods and outdoor industries with respect quickly into television news as a reporter, anchor and producer to resale pricing, product distribution practices and price for ABC and CBS affiliates. discrimination issues. With his news business experience, he started Kirwin Mr. Hartley is a fellow in the American College of Trial Communications in 1985. Using video as the key media, Lawyers and is the recent past chair of Holland & Hart’s the company introduced some of the most significant and 200-member litigation department. He also just completed a successful outdoor sports technologies in the world, among three-year term on the governing council of the American Bar them new product introductions for Salomon, Rossignol, Association’s Section of Antitrust Law, which is the premier Marker, Specialized, Converse, The North Face, Malden Mills organization of antitrust lawyers and economists in the world. and HEAD, among others. Paul is a Rocky Mountain Emmy award-winning writer and director for his work in television documentaries and short promotion pieces. Under his direction, Kirwin Communications PAUL KIRWIN won regional and national awards in most media including Founder & CEO, Channel Signal Addys for video, radio, billboard, print and cross-media.
u Thursday, October 1 Seven years ago, he turned his attention to new media, 9:15 AM – 10:45 AM realizing that would be the next center of marketing, sales and public relations. Hence, 3point5 and now Channel Signal. Inside the Chatter Box Paul lives in Park City, UT, with Alison, his wife of 27 years. “It hit about 2 AM in the middle of Montana, driving alone Both are active in the environment, local projects, and many on Highway 287, smoking a cigar. POW! ‘I want to be in the sports. news business.’ By sunrise, I was on fire with enthusiasm. Six months later I was a mobile radio news reporter driving a reworked milk truck for KREX in Grand Junction, Colorado. I was on my way.”
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JONATHAN LANSNER KELLY MCDONALD Business Columnist, The Orange County Register Founder and CEO, McDonald Marketing
u Wednesday, September 30 u Wednesday, September 30 11:00 AM – 12:30 PM 9:15 AM – 10:45 AM The New Normal: Life After The Great Recession Diversity in America: The Growing Impact on Work, Jon Lansner is The Orange County Register’s business Organization and Consumers columnist and real estate blogger. Since 1986, Jon has What does a blond-haired, blue-eyed Irish girl know about covered the Orange County, CA, economy — and its real diversity marketing? Plenty! Kelly McDonald is a marketing estate scene — as a reporter, editor and columnist for The and advertising expert with more than 20 years of global Register. The Lansner on Real Estate blog was launched in advertising agency experience, with specialization in the March 2006 and has consistently been The Register’s most- Hispanic market, African-American market and GLBT read blog. market. Her client experience includes brands such as Jon is a New York City native, a graduate of the University Toyota, Kimberly-Clark, Budweiser, Sherwin-Williams, Harley- of Pennsylvania’s Wharton School and was the 2005-2006 Davidson, First National Bank and Nike. president of the Society of American Business Editors and In 2006, Kelly was named #1 on the list of “26 Hot Speakers” Writers. Lansner on Real Estate blog won a “Best In Business” by Successful Meetings magazine. In 2007, Advertising Age award from SABEW for 2007 work. Mr. Lansner currently named her company one of the top multicultural ad agencies resides in Trabuco Canyon, CA with his wife, two kids, a in the U.S. And in 2008, Inc. Magazine named her company cockapoo, a cockatiel and two fish. one of the fastest`growing independently owned companies in the United States. Her specialization is market segmentation. DAVID J. LYNCH Global Business Writer, USA TODAY
u Wednesday, September 30 11:00 AM – 12:30 PM The New Normal: Life After The Great Recession
David J. Lynch, 48, covers global business issues for USA TODAY. He joined the paper in 1994 as a staff writer in the Money section before becoming the founding bureau chief in both London (1997) and Beijing (2002). Lynch covered the war in Kosovo and the invasion of Iraq as an embedded reporter with the U.S. Marines. In 2001, he was selected as a Nieman fellow. He has reported from more than 50 countries.
Before joining USA TODAY, Lynch covered the aerospace industry for The Orange County Register in southern California. In the 1980s, he was the editor of a trade publication focused on national security issues in Washington, D.C., called Defense Week. Mr. Lynch has a master’s degree in international relations from Yale University and a B.A. from Wesleyan University in Middletown, CT. He lives outside Washington with his wife Kathleen and their three sons.
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JIM MEGERSON, P.E. BOAZ RAUCHWERGER Vice President, Larson Binkley, Inc. Founder and President, Boaz Power Corp
u Thursday, October 1 u Wednesday, September 30 9:15 AM – 10:45 AM 9:15 AM – 10:45 AM Big Box, Small Box, Green Box, Toy Box: Retooling Supercharge Your Business, Your Employees Retail and Work Environments for the and Yourself New Economy Boaz Rauchwerger is founder and president of Boaz Power Jim is vice president of Larson Binkley, Inc., a national Corp., a Los Angeles-based, high-performance consulting engineering consulting firm. He has over 20 years of firm. His book, “The Tiberias Transformation — How to experience in the design and construction of building systems. Change Your Life in Less than 8 Minutes a Day,” can create Jim has managed multi-discipline design teams for Larson transformation at both a personal and organizational level. Binkley’s commercial, retail and office design projects. He also He speaks regularly to Blue Chip companies and has been a oversees the firm’s efforts in green building and sustainable personal coach to CEOs for over two decades. design. Rauchwerger holds a degree from the University of Tulsa. Jim is an active member of the United States Green Building He has trained CEOs and upper management executives Council (USGBC) and a founding co-chair of the USGBC- for Vistage International over the past seven years, Greater Kansas City Chapter. He has special interests in receiving a nearly perfect average review score, for over 500 displacement ventilation, under-floor air conditioning, presentations! energy recovery, building automation systems and systems Vistage is the world’s leading CEO/C-Level executive integration. Jim was principal-in-charge of the Royal Caribbean membership organization and helps executives at small to Cruise Lines Call Center project in Springfield, OR, and the mid-sized companies become better leaders through monthly Chevron Gulf Operations Center, which both achieved LEED® peer meetings, individual coaching and expert speaker Gold certification. workshops with presenters such as Rauchwerger. Other LEED® registered projects for which Jim is also principal-in-charge include Michigan State Credit Union in Lansing, MI; Mortgage Lenders Corporate Headquarters in Wallingford, CT; Blue Valley Elementary #22 in Overland Park, KS; Blue Valley Southwest High School and Koll Development’s Intellicenters in various locations across the U.S.
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MONICA SIMON JAMIE TEDFORD Vice President and COO, Simon & Simon Resources Founder and Chief Evangelism Officer, Brand Networks
u Wednesday, September 30 u Thursday, October 1 11:00 AM – 12:30 PM 11:00 AM – 12:30 PM Diversity! A Business Case to Diversify Content Is King: Reaching the Your Workforce “TwickrMyFaceTube” Crowd
Monica L. Simon is vice-president and COO of Simon & Simon Jamie Tedford began his career in an entrepreneurial venture, Resources, Incorporated, a minority women-owned consulting building Boston-based youth marketing leader Collegiate practice in Elkridge, MD. Simon & Simon assists organizations Advantage until its acquisition by Student Advantage. with workforce diversity and disability issues, research and corporate and media-based training including video/DVD As a senior manager at the IPO-bound Student Advantage, production in the United States, Canada and Europe. Jamie became an established and credible expert in the youth market, helping clients such as Coca-Cola, JanSport, AT&T Blending an eclectic background in psychology, research, and Nike to market effectively to teens and young adults. business, diversity and filmmaking, Ms. Simon brings a unique perspective and creativity to diversity initiatives and programs. In 2001, Jamie joined the top-ten U.S. brand advertising She understands behavior, organizations and the importance agency, Arnold Worldwide, where as the SVP, marketing of diversity and cultural competence in today’s marketplace. and media innovation, he developed brand-building, non- traditional marketing campaigns for clients such as VW, P&G Ms. Simon’s professional experience includes more than and Timberland. Recognized as a pioneer in the growing 15 years in behavioral and social sciences research. She is “WOM” and social media industries, he started the WOM skilled at administering psychological instruments, clinical division at Arnold and is a founding board member of the and behavioral assessments and designing behavioral Word of Mouth Marketing Association. He is a frequent interventions. She has been a researcher on all Simon & speaker at industry conferences and his commentary on Simon research projects and studies. Her work has included emerging social media trends has recently been featured on conducting focus groups, interviews, case studies and survey “ABC’s World News Tonight” and in The New York Times, The and evaluation research for several organizations. She is Wall Street Journal and Variety. co-author of the Transportation Research Board-sponsored “Understanding How Individuals Make Travel and Location Jamie is a graduate of the University of New Hampshire Decisions: Implications for Public Transportation” and a and resides in Marblehead, MA, with his wife Meredith and researcher on “A Practical Guide for Recruiting Minority CEOs their three children. Jamie is a fan of snowboarding, golfing, at Public Transportation Agencies.” boating, sailing, PUMA and PBS.
As an accomplished diversity professional, her experience includes developing and implementing outreach and marketing to diverse populations, diversity training programs and management initiatives.
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JIM TOBIN ENRIQUE WASHINGTON President, Ignite Social Media Co-Founder, Generator Group
u Wednesday, September 30 u Wednesday, September 30 2:15 PM – 3:45 PM 11:00 AM – 12:30 PM Social Media is a Cocktail Party Diversity! A Business Case to Diversify Your Workforce Jim Tobin is president of Ignite Social Media, which helps companies understand and utilize social media (blogs, wikis, Enrique has over 15 years of experience in human resources presence apps, social networks and more) to drive business and talent acquisition. He has enhanced hiring effectiveness results. Their clients include: Intel, Microsoft, The Body Shop, for companies with interview training and instruction on Nature Made, National CineMedia/Fathom Events, UNICEF selection methodologies. He is a co-founder of Generator and more. Group where he works with organizations on talent alignment strategies. Enrique is the principle for a research study Jim is the author of the book, “Social Media is a Cocktail to understand trends and best practices that will result in Party,” which reached the Amazon best seller list for marketing developing a Practical Guide for Recruiting Minority Chief books just three days after launch (at #51 out of over 51,000). Executive Officers at Public Transportation Agencies. In fact, the book made the Amazon.com Top 100 bestseller list in multiple categories, including marketing, web marketing In 2006, he received the “40 under 40” award by the Portland and e-commerce. Business Journal for his work and accomplishments in the Portland business and local communities. Enrique has been Jim is also the co-founder of the Triangle Social Media Club, recognized as one of the top minority recruiters nationwide is one of the most read authors on Social Media Today, was by US Black Engineer Magazine. He has also been featured in named one of the “75 Internet Marketing Gurus You Should Diversity/Careers in Engineering and Information Technology Follow on Twitter,” and has been named one of the most magazine for his work helping Mentor Graphics build a influential bloggers in the business in January 2008. recruiting strategy designed to hire diverse talent. Enrique Prior to founding Ignite, Jim was deeply involved in public has been featured or quoted in several other publications relations and advertising. As a partner in Brogan & Partners, including Fortune magazine, HR magazine and the Portland Jim grew the North Carolina office to over 20 people in Business Journal. just two years. Jim frequently takes complex business Enrique participated in the 1995 Olympic Festival Track & problems and turns them into a comprehensible, cohesive Field Team, being named a Track & Field All American while social media marketing strategy. He’s adept at translating in college. Enrique teaches Human Resources Management marketing messages into content that will inspire social media and Staff and Employee Selection as an adjunct professor at conversations. Portland State University. He holds a B.S. in Marketing and an M.S. in Corporate and Public Communication from Seton Hall University. Additionally, Enrique serves on the boards of Big City Mountaineers and the American Public Transportation Association.
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CHRIS WAUGH JORDAN WILLIAMS Practice Lead, IDEO Manager, Digital Engagement, REI
u Wednesday, September 30 u Thursday, October 1 2:15 PM – 3:45 PM 11:00 AM – 12:30 PM Change + Content Is King: Reaching the “TwickrMyFaceTube” Crowd Chris Waugh is a leader of IDEO’s Consumer Experience design (CXd) practice, where he brings his expertise in As the manager of digital engagement at REI, Jordan is innovation and human-centered design to consumer products, guiding the development of a new online community at REI. focusing in particular on the food and beverage industry. com. The goal: to encourage outdoor enthusiasts to share Whether he is working on a sports drinks or online banking, their passion and help others explore and enjoy the outdoors. Chris uses his multidisciplinary approach to identify and Jordan also oversees the development of video and editorial answer questions such as “What’s the future of community?” content, such as how-to videos and “Expert Advice” articles, and “How can we de-commoditize milk?” which support REI’s mission of inspiring and educating people for a lifetime of outdoor adventure and stewardship. Chris’ current passion involves applying design thinking to personal wellness and global sustainability, but over the years Prior to moving to the online team, Jordan was a marketing he has worked on a range of design breakthroughs for clients manager at the co-op, responsible for REI’s national such as Campbell’s, Procter & Gamble, Kendall Jackson, Nike, advertising and seasonal strategic planning. He also led Bosch, NatureWorks, Bank of America, Pepsi and Shimano. marketing and program management for membership in the co-op, the REI Visa Card, gift cards, REI Adventures and the Prior to IDEO, Chris worked in marketing and product REI Outdoor School. innovation for Specialized Bicycles. He represented the ‘voice of the market’ on a variety of industry-leading projects, Before joining REI, Jordan held a variety of roles at Red Bull including development of technical shoes, concept shops North America, including director of collegiate marketing, and integration of medical design into ergonomic consumer executive producer of the Red Bull Music Academy and products. national event marketing manager. Jordan has also spent time in the agency world where he created experiential marketing Chris holds a degree in international business from the programs for clients such as Sony Music, Mercedes Benz, University of Colorado. He has traveled extensively as a Sephora and American Express. As a festival producer, Jordan competitive cyclist and triathlete and is a volunteer coach produced events such as Bumbershoot, the Seattle Arts for Team in Training. Born and raised in Colorado, Chris now Festival and WOMAD (World of Music and Dance) USA. enjoys ocean sports from his home in the small California town of Half Moon Bay. Jordan holds a B.F.A. in Directing for the Stage from New York University’s Tisch School of the Arts and occasionally wonders why more people in the business world haven’t figured out that marketing is pretty much just theater with better analytics.
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LEE WILLS-IRVINE Senior Manager, Human Resources and Global Workforce Inclusion, Qualcomm
u Wednesday, September 30 11:00 AM – 12:30 PM Diversity! A Business Case to Diversify Your Workforce
As Senior Manager at Qualcomm, Lee champions the organization’s Global Workforce initiatives. In this role she oversees communications, research, scholarships, and training to ensure diversity is woven throughout Qualcomm and provides a competitive advantage to the company. Her work assisted Qualcomm in being awarded the prestigious Secretary’s Award by the Department of Labor and most recently the President’s Award for Diversity by the Urban League of San Diego County.
Lee has a passion for math and science education and is active in Qualcomm’s corporate philanthropy, spearheading Qualcomm’s and the San Diego Community’s recognition of National Engineer’s Week in 2006, and creating $1,000,000 in scholarships for local students, easing their barriers to education and developing a technology workforce for the future.
Lee is an active member of Athena San Diego. She is the past chair of the Urban League of San Diego County and has previously been on the boards of LEAD San Diego and the San Diego State University President’s Council for Diversity and Equity.
Lee has received numerous honors, including the “Women Who Mean Business” Award by the San Diego Business Journal. Lee has also been recognized by the San Diego MESA Alliance and the Society of Hispanic Professional Engineers and received the “Having It All” Award for Community Leadership and the Urban League’s “Leaders Under 40 Award.” Lee has a B.S. in Business Management and has completed Executive Education at UCLA’s Anderson School of Business.
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OIA UPDATE Affordable Footwear Act (AFA)
Outdoor Industry Association works hard to ensure the success and growth of the The Affordable Footwear Act, or AFA, is legislation that eliminates the highest and outdoor industry. Our role as a trade association allows us to transform competitors most regressive tariffs on footwear that is no longer manufactured in the United into a community — one that works to solve our industry’s most pressing problems. States. The legislation is supported by a broad coalition of manufacturers and This year has been eventful and productive for Outdoor Industry Association retailers and was developed in close consultation with the few remaining U.S. firms and The Outdoor Foundation, and we’ve made much progress on our ambitious producing footwear. agenda for 2009. Here are some accomplishments of the past year and areas of The AFA eliminates excessively high duties that no longer serve a purpose focus for the coming year. other than to raise the cost of shoes on hard working consumers and unfairly penalizes U.S. businesses that compete in the global market. These duties can GOVERNMENT AFFAIRS represent as much as one-third of the retail cost yet do nothing to protect any U.S. manufacturing jobs. And while these tariffs date back to the 1930s, they have not The outdoor industry produces some of the most innovative products in the world been changed since then — despite the fact that the footwear in the bill has not that support healthy and active lifestyles. OIA works within the legislative and policy been made in the United States for decades. process in Washington, D.C., on behalf of the industry for open, fair and predictable trade, resulting in lower costs for outdoor businesses and consumers, and is essential Much of the footwear covered by the AFA — trail runners, hiking boots and for our industry’s continued innovation and economic growth. OIA is also committed durable outdoor shoes for example — is used by Americans for recreational to ensuring that our public lands offer high-quality recreational experiences for our purposes. These high duties just make it more expensive for them to hike in the customers, and OIA lobbies for increased funding for public lands. woods or walk the trails of our national parks. The AFA will make these specialty products more affordable and more accessible for many more Americans.
Trade OIA is working to support passage of the AFA as soon as possible. The bill has attracted broad, bipartisan support in Congress and would provide immediate and The U.S. OUTDOOR Act widespread economic benefit upon passage. OIA, a coalition of recreational performance outerwear manufacturers and the Small Business Healthcare Reform U.S. domestic textile and apparel industry have developed legislation that reflects recent findings by the International Trade Commission (ITC) that there is no OIA supports Small Business Health Plans, which would allow trade associations commercially viable domestic production of performance outerwear. The bill, to pool employee benefits nationally to decrease health care premiums. Under the U.S. Optimal Use of Trade to Develop Outerwear and Outdoor Recreation current law, states have the power to regulate health care, making it very difficult (OUTDOOR) Act of 2009, will establish new classifications for “recreational to create economical national insurance pools. In some proposals, associations performance outerwear” that will separate these specialty products from mass could self-insure. In others, associations would be required to go through an market garments and eliminate the disproportionately high, unnecessary tariffs insurance company. Self-insurance would provide the largest savings for businesses assessed on them. The OUTDOOR Act was introduced in the Senate (S. 1439) and in Small Business Health Plans. A 2000 study by the Congressional Budget Office the House (H.R. 3168) on July 10, 2009. estimated that small businesses obtaining their insurance through Small Business Health Plans would save an average of 13% on reduced insurance premiums. The legislation also breaks new ground by establishing the Sustainable Textile and Apparel Research (STAR) Fund and invests STAR Fund resources in American jobs and U.S. based technology that focus on sustainable manufacturing practices Recreation through supply chain efficiencies, minimizing water and energy use, reducing Funding for Recreation on Public Lands waste and other initiatives that reflect the ethics of the outdoor industry. OIA advocates for increased federal investment in close-to-home recreation This bill balances the often competing interests in U.S. trade policy, reduces costs infrastructure such as neighborhood parks, hiking trails and bike paths. We are for outdoor businesses, lowers prices for consumers and invests in a sustainable also working to ensure that a substantial portion of the $4 billion set aside for future.
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public lands in the National Recovery and Reinvestment Act is dedicated to trails, This index will allow outdoor industry companies to truly measure our products’ campgrounds and habitat restoration at the Forest Service, National Park Service imprint on the environment. The release of the Eco Index is part of our industry’s and Bureau of Land Management. longstanding commitment to the environment and will help inform global regulation of the way goods are produced. This fall, Congress is considering a proposal that would dedicate permanent funding of $900 million a year to the Land and Water Conservation Fund. OIA and Companies can get a head start now by implementing the guidelines around our member companies have been vocal and strong advocates of the proposal, packaging and materials already available on the OIA website. Many companies and we have a solid chance of making that vision a reality. in the industry have already made great strides by following the steps outlined as they go about how to select materials to make products and then how to package Advocating on Behalf of Human-powered Recreation on Public Lands those products in a way that makes sense for the environment and consumer. OIA continues to participate in the Forest Service and BLM land management planning processes to ensure that government policies on multi-use public lands BUSINESS INTELLIGENCE preserve the availability and quality of human-powered recreation opportunities. A change in administrations gave us the opportunity last month to ask that the The right information at the right time is vital to thriving in today’s business Department of Interior overturn the Leavitt-Norton Agreement which effectively environment. To give our members a competitive edge, OIA provides up-to-the- blocked the designation of new wilderness study areas in our nation’s desert minute market intelligence to help you stay ahead of rapidly changing conditions. landscapes. OIA members have unlimited access to our research and business resources that Forest Service Roadless Areas include:
Inventoried roadless areas play an especially important role in outdoor recreation: • Industry Sales Data & Analysis offering close-to-home backcountry landscapes that support a wide range of • Industry Trends & Analysis recreational enjoyment. OIA advocates for the explicit protection of roadless areas across the U.S. from logging, mining, road construction and building construction • Financial & Operational Benchmarks projects. OIA sees the urgent need to settle the controversy surrounding the • Economic Contribution Reports legality of the 2001 Roadless Area Conservation Rule and pass legislation that will keep the nation’s wild forests pristine. • Consumer Participation Studies
Climate Change • Lifestyle and Target Market Reports
OIA has also been active in the debate around climate change. We have • Business Best Practices educated members of Congress about the unique impact global warming has on the outdoor activities our customers enjoy. OIA joined with Outdoor Alliance in producing a report that details specific impacts on skiing, paddling and New for 2009, OIA produced the following reports and resources: backpacking. During this year’s Capitol Summit, we asked members of Congress to dedicate a portion of any revenues derived from a cap and trade system to public lands, and we are happy to report that the House bill contains this funding. We will Industry Trends & Analysis be working to achieve similar success in the Senate in the next few months. • Piper Jaffray Outdoor Industry Survey — This three-part report reveals how Sustainability and Fair Labor industry leaders view the macro economic environment and the overall health of the outdoor market. OIA recently formed a new Sustainability and Fair Labor Advisory Council made up of industry experts. This group will guide the development of an initial Eco • CEO Brief — A monthly e-newsletter designed to keep industry leaders Index that will be released for use by companies in the outdoor industry next year. abreast of macro trends impacting the industry.
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BUSINESS SAVINGS Consumer Participation Data While much of the work OIA does on behalf of the outdoor industry intends to • Special Report on Camping — Produced by The Outdoor Foundation and expand markets and help our members make smart business decisions, OIA also The Coleman Company, this report details information and trends on car, offers benefits with direct and immediate advantages to your bottom line. OIA has backyard and RV campers in the US. saved our members over $50 million over the past five years and over $8,000 per • 2009 Next Generation of Outdoor Participants Study — Produced by The member per year, on average. Those are real dollars that can be invested back into Outdoor Foundation, this annual survey captures participation by Americans your business. New savings this year include the following: ages six and older in 114 outdoor activities and provides insight into evolving • Savings of up to 46% on FedEx participation trends of the next generation of outdoor enthusiasts. • Savings of 70% on less-than-truckload shipping with YRC and YRC Regional
Retail Specific • 8% discount on booth space at Outdoor Retailer
• OIA Retail Financial Benchmarking Survey — Allows outdoor specialty • Discounts of up to 79% off OfficeMax products and services retailers to compare gross margins, operating expenses, inventory turns and salaries with similar retailers in the industry. • Credit card rates as low as 1.95% with First Data
• Outdoor Specialty Retail Survive and Thrive Assessment Report — Takes a qualitative pulse of the industry and provides retailers with customized THE OUTDOOR FOUNDATION® feedback and suggestions for improvement on their current business The recognized charitable partner of Outdoor Industry Association and more practices. than 250 outdoor companies, The Outdoor Foundation has emerged as a top • Financial Management Training — A six-part, webinar workshop that focuses leader working with the public and private sectors to spur a massive increase in on key aspects of financial management for a small business. outdoor recreation, particularly among youth. Thanks to generous donor support, The Foundation and its partners are ensuring a healthier future for the outdoor • Outdoor University® — Monthly Webinar workshops for retailers and sales community — its people, places and prospects. reps focusing on business infrastructure, skill development and emerging trends and technologies. The Outdoor Foundation focuses its efforts on three core areas: ground-breaking research, high-impact convening and broad-based outreach and education. • OIA PBS Toolkit — In anticipation of Ken Burns’s upcoming documentary Through this inter-related work, The Foundation is mobilizing a diverse coalition on the National Parks airing in September, OIA and PBS have created a tool- — from outdoor companies and public agencies to grassroots organizations and kit for retailers to use to reach out to their local communities and partner passionate individuals — to spur a mainstream movement that connects young with local PBS stations. The kit contains rights-released photos, logos and people — of all ages — with the outdoors. suggestions for local outreach designed to drive traffic to retail stores. 2009 Outdoor Recreation Participation Study
In September, The Foundation released its signature research project — the 2009 Outdoor Recreation Participation Report, which details Americans’ participation in outdoor activities. The much anticipated report is the only detailed study of its kind tracking American participation trends in outdoor recreation. The study captures responses from over 40,000 Americans and covers 114 different activities, making it the largest survey of its type examining participation in sports and outdoor activities. www.outdoorfoundation.org/research
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Outdoor Nation
Next June, The Foundation will join the New York City Parks and Recreation Department, Backpacker magazine, and many other partners to launch Outdoor Nation — the nation’s first multi-faceted outdoor event for youth, by youth. Shaped by college students and teenage leaders from across the country — Outdoor Nation will harness the passion, energy and ideas of a new generation that realizes its power and influence and stands up for change. Spanning two days and attracting thousands of young people, the event will make the outdoors come alive through nature-based activities and competitions as well as an action- oriented, high-level outdoor summit where youth host the meetings, set the agendas and lead the conversation.
2010 OIA CALENDAR OF EVENTS
January 20 OIA Thought Leader Symposium, Salt Lake City, Utah
January 21 OIA Industry Breakfast, Salt Lake City, Utah
January 21 – 24 Outdoor Retailer Winter Market, Salt Lake City, Utah
OIA Capitol Summit, Washington, D.C. April 20 – 22 (*Date Subject to Change)
July 21 OIA Thought Leader Symposium, Salt Lake City, Utah
July 22 OIA Industry Breakfast, Salt Lake City, Utah
July 22 – 25 Outdoor Retailer Summer Market, Salt Lake City, Utah
October 5 – 7 15th Annual OIA Rendezvous, Southeast USA
®Outdoor Industry Association, Outdoor University, Rendezvous and the Outdoor Industry Association logo are registered trademarks of Outdoor Industry Association
®The Outdoor Foundation and The Outdoor Foundation logo are registered trademarks of The Outdoor Foundation.
Printed on recycled paper Photos © Outdoor Industry Association except where noted. © Outdoor Industry Association, September 2009
PAGE 62 OUTDOOR INDUSTRY ASSOCIATION PAGE 63 THANK YOU TO OUR 2009 SPONSORS
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This event made possible by the generous support of Nielsen Business Media.