Rendezvous 2008 An Outdoor Industry Association® Event
BOSTON, MASSACHUSETTS TABLE OF CONTENTS Rendezvous 2008 Rendezvous 2008 WELCOME
TABLE OF CONTENTS WELCOME ATTENDEES
Introduction and Welcome 3
Services
Map and Directions 5 Dear Outdoor Industry Colleagues and Friends: Transportation Service Information 6 Welcome to the 13th Outdoor Industry Association Rendezvous! What to Expect 8 I am pleased you’ve joined us in Boston for our annual leadership Rendezvous Program Highlights 11 and learning conference. Over the past 13 years, the Rendezvous has evolved into the industry’s single most powerful, creative and Rendezvous Schedule at a Glance 12 productive gathering of outdoor industry leaders like you. This year’s line up of timely, engaging and informative topics and events will not Daily Schedule of Events disappoint.
Tuesday 14 In today’s dynamic marketplace, there are many issues facing the outdoor industry as we grapple with a cooling economy and a Wednesday 15 population becoming increasingly more urban and less connected to Thursday 22 the outdoors. This year’s program has been designed to deliver a well- rounded learning experience to develop strong leaders leading strong Speaker Background and Bios 28 businesses, helping our industry to remain vibrant and growing.
OIA Member Update 50 This year’s Rendezvous features a diverse array of topics for discovery to inform, educate and inspire. We’ll examine trends and current thinking on subjects ranging from the global economy to environmental sustainability, consumer behavior and leadership enrichment in a way that will positively impact the important work you do in the outdoor industry. We’re confident you’ll leave the Rendezvous energized, informed and ready to share the knowledge and insight gained with your colleagues and industry peers.
Thank you for taking the time to attend this year’s Rendezvous and I hope you find the next few days personally and professionally rewarding.
Enjoy the Rendezvous and your time in Boston!
Frank Hugelmeyer, President OIA
PAGE 2 OUTDOOR INDUSTRY ASSOCIATION PAGE 3 TABSERVICES HEAD Rendezvous 2008 Rendezvous 2008 SERVICES
About Boston
CITY OF BOSTON, MASSACUSETTS Thomas M. Menino, Mayor
Dear Guests:
I am both pleased and proud that Boston has the pleasure to host the Outdoor Industry Association Rendezvous 2008 this September 30 - October 2, 2008.
As you know, Boston is a dynamic city steeped in history, culture, and old world charm. Our city is also recognized for its commitment to environmentally conscience practices. Boston was named the 3rd greenest city in America by Popular Science magazine.
Our people come from diverse backgrounds and their heritage has helped to shape a distinctive city. We have unique neighborhoods reflecting heritages from every corner of the world. Known nationally as "America's Walking City," Boston has all the amenities of a big city, with the comfort and feel of a small town.
As Mayor, I invite you to share our vitality and take advantage of all that Boston has to offer during your stay. Our exceptional selection of world-class hotels, nationally acclaimed restaurants, outstanding attendee attractions, and extensive transit system make Boston the ideal city for the Rendezvous 2008. Boston and the Boston Park Plaza Hotel Please free to contact my office if I can be of any assistance. Once again, Welcome to Boston and we are thrilled that you have chosen to come to our great city! Boston has emerged as a haven for green business practices, which is one of
Sincerely, the reasons it was chosen to host the 13th annual OIA Rendezvous. Boston was recently ranked 7th out of the 50 largest U.S. cities in terms of sustainability,
11th out of the 25 top “green” cities in the Green Guide and was rated the 3rd best U.S. city by the EarthLab Foundation in terms of its annual carbon output. Boston’s public transportation system is also nationally acclaimed and widely used
Thomas M. Menino by city residents, if they aren’t simply walking. From the Boston Commons to the Mayor of Boston Esplanade and the new Rose Fitzgerald Kennedy Greenway, Boston’s reputation
as America’s Walking City and one of the true “green” cities in the U.S. is well- deserved.
The Boston Park Plaza is located 3 miles from Boston’s Logan International Airport
and a few blocks from the Boston Common and the Public Garden. The hotel is Mayor’s Office of Special Events, Tourism and Film conveniently located on the MBTA Green Line at the Arlington stop, making it
BOSTON CITY HALL y ONE CITY HALL PLAZA y BOSTON y MASSACHUSETTS 02201 y easy to visit nearby Boston attractions such as Faneuil Hall, Quincy Market, the Old 617/635-447 y Fax 617/635-4428 State House, the North End and the New England Aquarium. The scenic Charles
River is a short 10-minute walk from the hotel.
PAGE 4 OUTDOOR INDUSTRY ASSOCIATION PAGE 5 SERVICES Rendezvous 2008 Rendezvous 2008 TABSERVICES HEAD
TRANSPORTATION Shared Van Service BUSINESS SERVICES AUTOMATED TELLER MACHINES (ATMs) Subway (MBTA – the ‘T’) Shared van service to and from Boston FedEx Kinko’s Logan Airport is generally available 575 Boylston St There is an ATM conveniently located The Boston Park Plaza Hotel is every day from early morning until well Boston, MA 02116 just off the hotel lobby at the bottom conveniently located a short walk to after midnight. Contact the individual Phone: 617.536.2536 of the stairs leading to the Terrace the MBTA Green Line Arlington Station. operators for schedules, fares, and Fax: 410.740.1006 meeting room. Within one block of the One-way subway fares are $1.70 for a reservations. Shared van rates typically E-mail: [email protected] hotel, there are also Bank of America, Charlie Card, $2.00 for a Charlie Ticket/ run approximately $14/person each Hours: 9:00 a.m. - 8:30 p.m. daily Sovereign Bank, CitiBank and Citizen’s Cash-on-board, $9.00 for an all-day Bank ATMs. way to/from Logan Airport to most FedEx Kinko’s pass and $15.00 for a seven day pass. Boston-area hotels. One day advance Important note: The Arlington station 187 Dartmouth St reservation is usually recommended for is under construction. The entrance Boston, MA 02116 trips from area hotels to Logan Airport. and exit to the station is now at the Phone: 617.262.6188 intersection of Berkeley and Boylston Easy Transportation Fax: 617.262.6262 Streets, approximately one block 617.869.7760 E-mail: [email protected] west of the old Arlington station. Hours: 6:00 a.m. - 11:59 p.m. Tuesday; JC Transportation 24 Hours Wednesday and Thursday Subway Service to Robert F. Kennedy, 800.517.2281 Jr. Reception at Boston Museum of Star Shuttle Inc MEDICAL SERVICES/FACILITIES Science 877.970.STAR (7827) Tufts/New England Medical Center – The evening of Wednesday, October 617.230.6005 0.6 miles 1, we will take the ‘T’ to the Boston 617.771.2836 830 Washington St Museum of Science for the Robert www.starshuttleboston.com Boston, MA 02111 F. Kennedy, Jr. reception. From the Taxi Cabs 617.636.5000 Arlington Station, take the Green Line/ www.tufts-nemc.org Lechmere to the Science Park Station There is a 24 Hour taxi stand at the (6 stops). OIA staff will be available to main entrance to the hotel on St. Massachusetts General Hospital – guide you. James Street. Metered taxi rates from 1.3 miles the Boston Park Plaza Hotel to Logan 55 Fruit Street Subway to Boston Logan Airport Airport run $20-$45 (estimated). Boston, MA 02114 From the Boston Park Plaza Hotel 617.726.2000 Metro Cab 617.782.5500 to Boston Logan International www.massgeneral.org Airport, take the MBTA Green Line/ Town Taxi 617.536.5000 Lechmere from Arlington Station to the Government Center Station. Transfer to City Cab 617.536.5100 the MBTA Blue Line/Wonderland to the newly renovated Airport Station and board free Massport shuttle buses to all airline terminals.
For complete subway and bus service maps to other Boston attractions, please visit www.mbta.com.
PAGE 6 OUTDOOR INDUSTRY ASSOCIATION PAGE 7 WHAT TO EXPECT Rendezvous 2008 Rendezvous 2008 WHAT TO EXPECT
What to Expect Rendezvous 2008 - A carbon-neutral conference. The North Face has partnered with The Conservation Fund to Program Materials offset the carbon dioxide emissions that result from energy use and attendee travel at the 2008 OIA Rendezvous. As a result, The Conservation Fund will plant 178 trees in Louisiana’s Red River National Wildlife Refuge. As they grow, the trees will Each attendee will receive a conference notebook that help trap 213 tons of carbon dioxide, restore critical habitat features the agenda, activity and session outlines, speaker for wildlife and enhance recreation areas for this generation information and bios, guest services and note pages for and the next. Please continue to do your part by reducing thoughts and ideas collected during the keynote and your carbon footprint, visit www.gocarbonzero.org for more breakout sessions. In an effort to make the Rendezvous information. a more sustainable event, we will minimize paper and handouts onsite and provide updates via e-mail.
Daily Update and Survey
Each day, you will receive an e-mail with the following day’s agenda and any up-to-the-minute program changes, along with a short survey of the current day’s events. Your thoughtful feedback on each day’s activities is important to us and will help shape the programming for future Rendezvous events. We thank you in advance for your participation!
Networking Activities
With unstructured time planned each day, the Rendezvous offers plenty of informal networking opportunities to reconnect with old friends and colleagues as well as meet new peers and business contact. Visit the Rendezvous section on www.outdoorindustry.org to see the most current list of Rendezvous attendees so you don’t miss out on those connections. photo © Lin Alder
PAGE 8 OUTDOOR INDUSTRY ASSOCIATION PAGE 9 WHAT TO EXPECT Rendezvous 2008 Rendezvous 2008 PROGRAM HIGHLIGHTS
Volunteer Service Project Rendezvous Program Highlights An afternoon in the park. With tools. Look for these symbols throughout the program, highlighting the different types of activities available to Rendezvous participants. For the past 13 years, Rendezvous attendees have come together for an afternoon of volunteer work to leave a local Keynote Speakers outdoor recreation area in better shape than when we first arrive. Look for keynote speaker sessions to educate and inspire on a broad range of issues from the changing global economy to This year, participants will roll up their sleeves and improve marketing in the green age and predicting the outcome of the the trail system of Boston’s oldest city parks at Stony Brook upcoming presidential election. Keynote speakers are scheduled Reservation located in the West Roxbury and Hyde Park during times convenient for all Rendezvous participants to neighborhoods. The Stony Brook Reservation is among attend. the first five parks established in 1894 to create the Boston Parks System, the first metropolitan park system in the U.S. Breakout Sessions Rendezvous 2008 marks New England-based Timberland’s 10th Anniversary of support for the Volunteer Service Subject matter experts on specific topics will share their Project. With the help of the Appalachian Mountain Club, knowledge, experience and strategies to help your business the Massachusetts Department of Conservation and succeed. Like a mini university, a wide variety of topics are Recreation and City Year of Boston, the 2008 Volunteer offered, giving you an opportunity to choose the most relevant Service Project promises to continue our 13 year tradition for you and your business. of community service. Anticipating over 250 volunteers, this year’s service project will be the largest to date. Volunteers Networking will be divided into small teams (in close proximity to each other), to blaze a main trail, install sign posts and mount Organized opportunities to catch up with old friends and signs, clear brush, plant trees and potentially rehabilitate make new acquaintances and business contacts. Rendezvous a fishing dock. Ranging from light labor to more strenuous networking events include a coordinated element to encourage work, the projects are all part of a larger effort to help introductions among new Rendezvous participants, new OIA enable Boston residents to move beyond the parking lot members, OIA staff and OIA Board Members. and explore the natural landscape available at Stony Brook.
Hard toed shoes and long pants are required for volunteers Recreation and Entertainment to work with tools. Gloves and tools will be provided and no Outdoor recreation opportunities keep your mind and body previous experience is necessary. sharp and build play into your Rendezvous experience. All Volunteers will pick up a box lunch in the Imperial Ballroom experience levels are welcome to participate in our organized prior to departing for the Service Project. Buses will depart recreational activities. at 12:30 p.m. from the Columbus Avenue Entrance and return around 5:30 p.m.
PAGE 10 OUTDOOR INDUSTRY ASSOCIATION PAGE 11 PROGRAM HIGHLIGHTS Rendezvous 2008 Rendezvous 2008 PROGRAM HIGHLIGHTS
OIA Rendezvous Schedule at a Glance 6:00 p.m. - 6:15 p.m. Departure to Boston Museum of Science Meet in Lobby Boston Museum of 6:30 p.m. - 9:00 p.m. Reception Tuesday, September 30 Science, Blue Wing
9:00 a.m. - 7:00 p.m. Registration Stanbro Room A Contract With Our Future – Boston Museum of 8:00 p.m. - 9:00 p.m. Optional Recreation - Kayaking on the Charles River Robert F. Kennedy, Jr. Science, Blue Wing 1:00 p.m. - 5:00 p.m. Meet at registration or Running Clinic with Josh McAdams Boston Museum 6:30 p.m. - 7:30 p.m. Welcome Reception Plaza Ballroom 9:15 p.m. - 10:00 p.m. IMAX Film - Grand Canyon Adventure: River at Risk of Science, Omni Theater 7:30 p.m. - 9:00 p.m. Dinner Imperial Ballroom 10:00 p.m. - ? Self-Guided After Hours Entertainment 9:00 p.m. - 10:00 p.m. The Completion of Ocean’s 8 – Jon Bowermaster Imperial Ballroom Thursday, October 2 Wednesday, October 1 Constitution Room 6:00 a.m. - 7:00 a.m. Morning Yoga with prAna Constitution Room (4th Fl.) 6:00 a.m. - 7:00 a.m. Morning Yoga with prAna (4th Fl.) 6:00 a.m. - 7:00 a.m. Morning Run with Olympian Josh McAdams Meet in Lobby 6:00 a.m. - 7:00 a.m. Morning Run with Olympian Josh McAdams Meet in Lobby 7:30 a.m. - 9:00 a.m. Breakfast Imperial Ballroom 7:00 a.m. - 9:00 a.m. Registration Coat Room Save the Buyosphere: Selling Green in the Age of 8:00 a.m. - 9:00 a.m. Imperial Ballroom 7:30 a.m. - 9:00 a.m. Breakfast Imperial Ballroom More, More, More – Joel Makower
Facing the Challenges of an Upside Down Global 9:15 a.m. - 10:30 a.m. | BREAKOUT SESSIONS (Choose One) 8:00 a.m. - 9:00 a.m. Imperial Ballroom Economy – Clyde Prestowitz The Store of Tomorrow - Preparing for 2012 Plaza Ballroom 9:15 a.m. - 10:30 a.m. | BREAKOUT SESSIONS (Choose One) Selling Green While Avoiding Red Flags Stanbro Room The Customer of Tomorrow - Who are They, What Will They Look Like and how Plaza Ballroom Will They Shop in 2012? Best Performance by a CEO in a Leading Role Terrace Room
Valuing Your Company: Are You Worth What You Think You Are? Stanbro Room 10:30 a.m. - 10:45 a.m. Morning Break Mezzanine
You and Your Team can Climb The Ladder of Success While Enjoying the View Terrace Room 10:45 a.m. - 12:00 p.m. | BREAKOUT SESSIONS (Choose One)
10:30 a.m. - 10:45 a.m. Morning Break Mezzanine Harnessing the Power of Social Media Plaza Ballroom
10:45 a.m. - 12:00 p.m. | BREAKOUT SESSIONS (Choose One) Building CSR Strategies That Work Stanbro Room The Role of Technology, Trade and the U.S. Government in a Trends, Gens and Friends: Connecting with Urban Americans Plaza Ballroom Terrace Room Sustainable Outdoor Industry Rethinking Globalization: Second Thoughts on a Flat World From Ireland to Iowa Stanbro Room 12:00 p.m. - 12:30 p.m. Pick up Box Lunch Imperial Ballroom A Journey Toward Sustainability Terrace Room Columbus Ave. 12:30 p.m. - 12:45 p.m. Board Busses for Volunteer Service Project 12:00 p.m. - 1:30 p.m. Lunch Imperial Ballroom Entrance Lobby
Today’s Global Marketing Zeitgeist – Stony Brook 12:30 p.m. - 1:30 p.m. Imperial Ballroom 1:00 p.m. - 5:00 p.m. Volunteer Service Project Marian Salzman Reservation
1:45 p.m. - 3:00 p.m. | BREAKOUT SESSIONS (Choose One) 6:00 p.m. - 7:00 p.m. Closing Reception Imperial Ballroom
Messy, Messy, Messy! Trends for 2009 and Beyond Plaza Ballroom 7:00 p.m. - 9:00 p.m. Dinner Imperial Ballroom
Having Your Cookies and Keeping Your Customers: Privacy Issues, Challenges and 2008 Election Year - Predicting Outcomes – Stanbro Room 7:45 p.m. - 8:45 p.m. Imperial Ballroom Threats in Electronic Commerce Ken Rudin
3:00 p.m. - 6:00 p.m. Free Time/Networking/Self-Guided Recreation 10:00 p.m. - ? Self-Guided After Hours Entertainment
Political Action Committee Event: The Role of Polls, 4:00 p.m. - 5:30 p.m. Berkeley/Clarendon Friday, October 3 Pundits and PACs in the 2008 Election DEPART
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TUESDAY, SEPTEMBER 30 7:30 – 9:00 p.m. Dinner uImperial Ballroom
9:00 a.m. – 7:00 p.m. Registration uStanbro Room 9:00 – 10:00 p.m. Keynote Address: The Completion of Oceans 8 1:00 – 5:00 p.m. Optional Recreation u Speaker: Jon Bowermaster Meet at registration uImperial Ballroom Kayaking on the Charles River with Sperry Top-Sider Begun in 1999, Jon’s OCEANS 8 project is a series of After you’ve picked up your Rendezvous registration materials expeditions launched to explore the world’s oceans from the and dropped your bags, stretch your legs with a 20-minute seat of a sea kayak. stroll through the Public Gardens, along the Esplanade to Used as both transportation and as floating ambassadors, sea Boston’s Community Boathouse. Join Sperry Top-Sider for an kayaks allowed Bowermaster and his teams – comprised of afternoon of kayaking on the Charles River. some of the world’s top photographers, filmmakers, scientists Kayaking gear and lessons will be provided and all abilities are and navigators – to reach corners of the world rarely seen. welcome. Everyone who participates will receive free goodies The goal of each expedition is adventure crossed with an compliments of Sperry Top-Sider. Enjoy views of the Back Bay assessment of the health of the seas and the lives of the and Cambridge while getting a little exercise and fresh air. people who live and depend on them. Around the planet Pre-registration is required. more than 4 billion people live within 35 miles of a coast Running Clinic with U.S. Olympian and Team New Balance and depend on the surrounding seas. Meanwhile, impacts Runner Josh McAdams on marine ecosystems have compromised the relationship between the world’s oceans and humanity. Rendezvous runners of all abilities can join Josh McAdams of the U.S. Olympic Team and Team New Balance for an OCEANS 8 allows for a unique exploration of this profound afternoon running clinic. Josh will provide tips on how to connection. Join us for an evening of exploration as we improve your stride and maximize your efficiency. visit the Aleutian Islands, Vietnam, French Polynesia, South America’s Altiplano and the wild coasts of Gabon, Croatia, In 2007, Josh became the first male Team New Balance and Tasmania. member in almost 20 years to win a U.S. outdoor track and field title. Following his dramatic win of the 3000m Steeplechase at the 2007 AT&T USA Outdoor Championships, 10:00 p.m. – ? Self Guided After Hours Entertainment McAdams surged at the 200m mark and held on to win the gold medal at the 2007 Pan American Games in Rio de Janiero, Brazil in 8 minutes 30.49 seconds. McAdams, who improved WEDNESDAY, OCTOBER 1 his personal best in 2007 to 8:21.36, ended the 2007 campaign ranked #1 in the U.S. by Track & Field News. 6:00 – 7:00 a.m. Morning Yoga uConstitution Room (4th Floor) 6:30 – 7:30 p.m. Welcome Reception uPlaza Ballroom Join prAna for a morning of sun salutations and asanas to clear your mind and stretch your body.
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Wednesday, Oct.1, continued The Customer of Tomorrow – Who are They, What Will They Look Like and How Will They Shop in 2012? 6:00 – 7:00 a.m. Early Morning Run Speaker: Lynn Switanowski uMeet in Lobby uPlaza Ballroom Join Josh McAdams, U.S. Olympian and member of Team New Balance, for an early morning “wake-up” run. Staggering changes and transformations are expected in consumer shopping trends, attitudes and lifestyles between now and 2012. Are you ready?
7:00 – 9:00 a.m. Registration Join Lynn Switanowski, founder of the Creative Business uCoat Room Consulting Group as she examines the exciting times ahead for leading retailers and brands as they set to distance themselves from their competition by enacting changes that 7:30 – 9:00 a.m. Breakfast will meet the needs of their future customers. Now is the time to begin thinking about how your business will be positioned, uImperial Ballroom and prepared, to meet the needs of your future customers.
8:00 – 9:00 a.m. Keynote Address: Valuing Your Company: Are You Worth What Facing the Revolutionary Challenges of an You Think You Are? Upside Down Global Economy Speaker: Jeff Klinefelter uStanbro Room Speaker: Clyde Prestowitz uImperial Ballroom Is your company worth what you think it is? Jeff Klinefelter, managing director and senior research analyst for Piper Jaffray Join us for an eye-opening discussion on the changing & Co., will discuss current trends, sentiment, and valuation global economy with Clyde Prestowitz, noted economist and parameters in the capital marketplace. Industry survey founder and president of the Economic Strategy Institute. The feedback will provide a framework to discuss opportunities world that turned upside down with the entrance of China to build interest, appropriately manage expectations, and and India onto the global economic stage has now reached maintain visibility among current and future shareholders. a new critical stage and globalization as we’ve known it has become unsustainable. The sub-prime mortgage and financial crisis along with the energy crisis that has gripped first the United States and now most of the world is a symptom of that You and Your Team can Climb the Ladder of Success unsustainable situation. The global supply chain that made While Enjoying the View sense with oil at $40/barrel makes much less sense with oil at Speaker: Barbara Brannen over $100/barrel. Mr. Prestowitz will discuss the implications uTerrace Room of this changing global economy on the outdoor industry This lively session will incorporate some of the important and chart the course for how we can shape these inevitable rungs in the ladder of success to your career growth, business changes in a positive way. growth and teamwork. Discover the secrets that can make your workplace great — all because of you, your leadership style and the energy you can bring to the table. Learn from 9:15 – 10:30 a.m. Breakout Sessions such sages as Ebenezer Scrooge, who, believe it or not, had the secret to great leadership in his pocket all along. You’ll learn you don’t have to actually climb the ladder, but will literally be pulled to career and business success because of how you lead.
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Wednesday, Oct.1, continued You’ll leave this session with many tools to develop your financial turmoil are causing even globalization’s most ardent strengths and create or continue the career you want. The adherents to say it’s time for new thinking on the subject. best part is you can do it while enjoying each rung of the Panelists David J. Lynch of USA TODAY and Kevin Cullen of ladder you are on. The Boston Globe have watched globalization unfold at home and abroad. Join these two veteran journalists as they share their stories of how globalization is reshaping economies and 10:30 – 10:45 a.m. Morning Break individual lives in the U.S. and around the world. uMezzanine
A Journey Toward Sustainability 10:45 a.m. – 12:00 p.m. Breakout Sessions Speakers: Amanda Cattermole and Colleen Kohlsaat u Terrace Room Trends, Gens, and Friends: Connecting Amanda Cattermole and Colleen Kohlsaat of Levi Strauss & with Urban Americans Co. (LS&CO) will share how their venerable brand’s “profits Speaker: Emilyn Sheffield, PhD through principles” approach to business has, among other uPlaza Ballroom things, guided their product development with environmental attributes including Levi’s® eco Jeans. Learn about LS&CO’s What will America be like ten years from now in 2018? How journey toward sustainability, including their work to about in 2043 when we pass the 400-million person mark? understand and address environmental impacts in the supply It’s estimated that 85 percent of people in the United chain and product life cycle. Amanda and Colleen will also States will live in cities in the near future. How can the discuss some of LS&CO’s corporate initiatives and how they outdoor industry connect to an increasingly diverse and are working closely with employees, suppliers and consumers urban America? Emilyn Sheffield, professor, department of to achieve the company’s environmental goals. recreation administration at California State University, Chico, will share demographic and lifestyle trends that are shaping tomorrow’s consumers today and will share ideas on ways 12:00 – 1:30 p.m. Lunch to work together to inspire new generations to recreate uImperial Ballroom outdoors and protect our shared natural resource heritage. Come to this high-energy overview of the social, economic, and demographic trends that are driving the future. 12:30 – 1:30 p.m. Keynote Address: Today’s Global Marketing Zeitgeist Rethinking Globalization: Second Thoughts On a Flat Speaker: Marian Salzman World From Ireland to Iowa uImperial Ballroom Speakers: David J. Lynch – Global Business Writer, Spotting emerging trends before they’re popular is an art USA TODAY and Kevin Cullen – Columnist, and a science but it’s only half the battle. The key is being The Boston Globe able to connect the dots and incorporate those trends uStanbro Room into your business. Marian Salzman, named one of the top five trendspotters in 2004, will preview emerging trends Globalization has proceeded at a breakneck pace for almost affecting the world and how they will impact everything from two decades, spreading prosperity and alarm in equal manufacturing to distribution channels to branding. She will measures. The financial crisis that began in the United States discuss these trends from both a local and global perspective, last year is now being felt worldwide. While studies show this with consideration for key market segments from today’s country is among globalization’s chief beneficiaries, public youth to Boomers. support for global trade is at a low ebb. Chronic episodes of
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Wednesday, Oct.1, continued information you generally collect, process and store, credit card sales data and transaction information and how to make sure the service providers you use to help with your web site follow 1:45 – 3:00 p.m. Breakout Sessions the rules.
Messy, Messy, Messy! Trends for 2009 and Beyond 3:00 – 6:00 p.m. Free time/Networking/Recreation Speaker: Haysun Hahn uPlaza Ballroom
Currently “eco” is trendy, “outdoor” is fashionable, “technology” is basic, “sport” is for designer brands and “sustainability” is confusing customers everywhere. In general merchandising, the influence of the “outdoor lifestyle” 4:00 - 5:30 p.m. The Role of Polls, Pundits and PACs in the 2008 Election and the “style of outdoor products” are still important for Sponsored by the new OIA Political Action Committee consumers. So why is Fast Forward Trending forecasting a Speaker: Dr. Jan van Lohuizen difficult period from 2009 to 2015 for the Outdoor recreation uBerkeley & Clarendon Rooms industry on the domestic front? And how do we plan for it The 2008 presidential election may be decided by a few now? Join this informative and entertaining discussion with percentage points in key “battleground” states across the Haysun Hahn, creative director of Futuremode/Fast Forward country. This session features beer, wine and a briefing from Trending as she shares some commentary on what’s hot, President Bush’s personal pollster, Dr. Jan van Lohuizen. what’s not and what’s next. Mr. van Lohuizen has been tracking the 2008 presidential race since his work for Mitt Romney during the primary season. He’ll give us a forecast of Election Day results based on polling Having Your Cookies and Keeping Your Customers: data up to this point and also provide an insider’s view on how Privacy Issues, Challenges and Threats in Electronic elected officials and candidates use polling data to spin the Commerce media, appeal to the voters and then govern once elected. Speakers: Rich Spilde and Matthew Cavarra This session is also your chance to learn about the new OIA uStanbro Room Political Action Committee (OIAPAC). Many of your colleagues There’s no question marketing and selling via the internet in the industry have already gotten involved by helping to fund is getting more complex. Staying ahead of the competition OIAPAC and supporting candidates for office who support the by analyzing consumer behavior as they navigate your goals and values of the outdoor industry. web site (via cookies or other means) and targeting your marketing efforts to meet their wants and needs should be an important tool in your marketing arsenal. At the same time, 6:30 – 9:00 p.m. Reception in response to an ever-increasing number of data breaches, uBoston Museum of Science – Blue Wing the government and industry groups have implemented a number of new rules, laws and procedures that limit your use Enjoy a robust selection of hors d’oeuvres while you explore the of customer information and regulate behavioral marketing Blue Wing of the Boston Museum of Science and network with techniques. Is your privacy policy keeping pace with these industry colleagues. developments?
In this informative session, e-commerce and privacy law attorneys Rich Spilde and Matthew Cavarra will discuss recent developments in the privacy arena affecting your relationships with customers over the web, including the consumer
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Wednesday, Oct.1, continued 6:00 – 7:00 a.m. Early Morning Run 8:00 – 9:00 p.m. Keynote Address: uMeet in Lobby
A Contract with Our Future Join Josh McAdams, U.S. Olympian and member of Team New Balance, for an early morning “wake-up” run. Speaker: Robert F. Kennedy, Jr. uBoston Museum of Science – Blue Wing Hear Robert F. Kennedy, Jr. address the important role our 7:30 – 9:00 a.m. Breakfast natural surroundings play in our work, our health, and our uImperial Ballroom identity as Americans and how good environmental policy is good business policy, good economic policy and good policy for posterity. 8:00 – 9:00 a.m. Keynote Address: Save the Buyosphere: Selling Green in the Age 9:15 – 10:00 p.m. Special IMAX Film Presentation of More, More, More u Boston Museum of Science IMAX Omni Theater Speaker: Joel Makower Grand Canyon Adventure: River at Risk uImperial Ballroom
Set against the majestic backdrop of the Grand Canyon, How do you cope in a world gone green? Today, being “Grand Canyon Adventure: River at Risk”will take you on an modest about your company’s environmental commitment exhilarating 15-day river-rafting adventure down the Colorado and performance is no longer seen as an asset. Companies River in the company of a team of explorers committed to are expected to be engaged in cleaner, more efficient bringing global awareness to the issue of water. The story practices, to reduce packaging, source from responsible documents an epic adventure on one of America’s mightiest sources and otherwise pay close attention to the rivers, but highlights an even bigger, more vital challenge: environmental impacts of everything they do. On top of all the story of a looming water crisis – the global disappearing that, they’re expected to talk about it — not necessarily shout act of fresh, clean water and wild rivers. Your guides on this it from the rooftops, but to be open and transparent about cinematic journey include Robert F. Kennedy Jr., and eminent what they’re doing right — and what they’re still working on. ethno-botanist Wade Davis. So, how do you do create and communicate an environmental strategy in this age of transparency and the blogosphere, especially when, like most companies, you’re far from perfect? It’s a challenging landscape. 10:00 p.m. – ? Self-Guided After Hours Entertainment GreenBiz.com executive editor Joel Makower, who the Associated Press calls “the guru of green business practices,” THURSDAY, OCTOBER 2 will provide insight and inspiration on how to navigate the path from here to sustainability.
6:00 – 7:00 a.m. Morning Yoga u Constitution Room (4th Floor) 9:15 – 10:30 a.m. Breakout Sessions Join prAna for a morning of sun salutations and asanas to clear your mind and stretch your body.
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Thursday, Oct. 2, continued “You on Your Best Day.” In a fast-paced dialogue with the audience, Michael combines his two worlds of show business The Store of Tomorrow – and executive coaching to offer an entertaining perspective Facts About Retailing in the Year 2012 on dynamic and effective leadership. By the time each CEO Moderator: Lynn Switanowski leaves the room, (s)he will have a minimum of two ways to Panel: Scott Barrett, Jennifer Mull, Larry Pluimer and upgrade not only prepared presentations and meetings, but Bill Supple also day-to-day spontaneous interactions. uPlaza Ballroom
Modern-day retailing is a dynamic, constantly changing world and will continue to present unique challenges to 10:30 – 10:45 a.m. Morning Break retailers around the world. Is your business prepared to meet uMezzanine the needs of consumers in the coming years? This panel discussion featuring some of today’s innovative retailers and brands will address both retailers and manufacturers needs 10:45 a.m. – 12:00 p.m. Breakout Sessions for the future as they seek to position and grow strong consumer brands. Learn how you can prepare and position Harnessing the Power of Social Media your business to not only meet, but exceed, the expectations Speaker: Jeff Risley of your new consumers. u Plaza Ballroom Consumers are already talking about your brand online, or will Selling Green While Avoiding Red Flags be soon. It’s up to you to be part of the conversation. Social Speaker: Andrea Anderson media is one of the most powerful forms of marketing today. uStanbro Room It’s also a fast-paced, sometimes confusing environment that needs to be leveraged correctly. Jeff Risley, VP, social media Rendezvous keynote speaker, Joel Makower says that analyst at Barkley will show you how to utilize tools like e-mail, companies don’t necessarily have to shout about their green blogs, wikis and podcasts to engage consumers and create an initiatives from the rooftop. Why not? What if they want to? online movement for your brand. “Green marketing” can positively impact consumer and investor perceptions of a company and even a company’s bottom line. But beware: embarking on an uninformed and Building CSR Strategies That Work; Has Your poorly prepared “green” advertising initiative can severely Company Benefited From the Mistakes of the Past? backfire, exposing a company to investigations and penalties Speaker: Doug Cahn by federal and state agencies, false advertising lawsuits by u competitors and perhaps worst of all, unfavorable media Stanbro Room attention. Andrea Anderson, an attorney with Holland & Hart For nearly two decades, major brands and retailers have LLP specializing in trademark and advertising counseling, invested in building corporate responsibility programs will discuss some basic legal rules of green marketing and designed to benefit communities, factory workers, employees advertising that can help your company avoid these red flags. and the environment. Have those investment paid off? If you suffer from initiative fatigue, poor results from monitoring or tight corporate budgets, you are in good company. Best Performance by a CEO in a Leading Role This session with corporate responsibility consultant Doug Speaker: Michael Allosso Cahn explores new and innovative ways of managing labor uTerrace Room conditions in supply chains and what your company needs to do to make the most out of its CSR investments. Award winning director and speaker, Michael Allosso, presents his “secret weapons” to help CEOs be what he calls
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Thursday, Oct. 2, continued 12:30 – 5:30 p.m. Volunteer Service Project A Tradition of Giving in the Outdoor Industry The Role of Technology, Trade, and the U.S. uStony Brook Reservation Government in a Sustainable Outdoor Industry Speakers: Michael T. Fralix, Ron Sorini Volunteers pick up box lunch, t-shirt and gloves in the Imperial Ballroom prior to departing for Stony Brook uTerrace Room Reservation. Buses will depart at 12:30 p.m. from the Long after “green,” “environmental” and “eco-friendly” have Columbus Avenue entrance and return around 5:30 p.m. become overused and abused terms, “sustainability” will Appropriate dress includes long pants and closed-toed shoes. live on. Sustainability incorporates far more than recycling No shorts or flip-flops please! and energy consumption and is the umbrella under which all business and social activities will be measured. There are many enablers for sustainability that are not often considered. Cutting edge technology, trade policy and the 6:00 – 7:00 p.m. Closing Reception U.S. government can all be utilized to give your company an advantage. Imagine having the ability to develop and sell a product without ever making a physical sample. What if you could distribute a product before it is manufactured, or apply 7:00 – 9:00 p.m. Dinner color to yarn or fabric within two weeks of its arrival at retail? Using the appropriate technology, these concepts will be commonplace. 7:45 – 8:45 p.m. Keynote Address You will also learn how trade legislation affects the outdoor 2008 Election Year – Predicting Outcomes industry’s ability to develop and implement sustainable practices and how the U.S. government’s emerging role in Speaker: Ken Rudin supporting the establishment of metrics to track process Back by popular demand! In this highly entertaining closing improvement and benchmark sustainability’s best practices performance, Mr. Rudin will focus on all aspects of politics, can help you. from the presidential contest – the primaries, national This highly qualified panel will definitely enlighten as you conventions, and general election – to the races for the learn how body scanning, virtual communities and the U.S. House, Senate, and governor. Ken has analyzed and dissected government will play an important role in the movement every congressional race in the nation since 1984, with an towards a sustainable supply chain for the apparel industry. amazingly high accuracy rate in predicting the outcomes. Laughter and a game of ScuttleButton is guaranteed.
12:00 – 12:30 p.m. Pick up Box Lunch uImperial Ballroom 10:00 p.m. Event Closes
10:00 p.m. – ? Self-Guided After Hours Entertainment
FRIDAY, OCTOBER 3
Depart
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Keynote Speakers ROBERT F. KENNEDY, JR. Author and Environmental Activist JON BOWERMASTER Writer, Adventurer, Filmmaker uWednesday, October 1 8:00 p.m. – 9:00 p.m. uTuesday, September 30 A Contract With Our Future 9:00 p.m. – 10:00 p.m. Robert F. Kennedy Jr.’s reputation as a resolute defender of the Oceans 8 environment stems from a litany of successful legal actions. Mr. Kennedy was named one of Time magazine’s “Heroes for the For more than 20 years, writer, filmmaker, and Mountain Planet,” for his success in helping Riverkeeper lead the fight to Hardwear athlete Jon Bowermaster has explored the restore the Hudson River. The group’s achievement helped spawn environment and exotic corners of the world for a variety more than 160 Waterkeeper organizations across the globe. of national and international publications, primarily for the National Geographic Society and The New York Times. Mr. Kennedy serves as senior attorney for the Natural Resources Author of eight books, three with renowned polar explorer Defense Council, chief prosecuting attorney for the Hudson Will Steger, Jon’s travels have taken him to seven continents Riverkeeper, and president of Waterkeeper Alliance. He is also and included two-person sledging across Antarctica, sailing a a clinical professor and supervising attorney at Pace University 60-foot sailboat across the Atlantic, and first descents of rivers School of Law’s Environmental Litigation Clinic and is co-host from Chile to China. His expeditions have been supported by of “Ring of Fire” on Air America Radio. Earlier in his career, he six grants from National Geographic’s Expeditions Council. served as assistant district attorney in New York City. Begun in 1999, Jon’s OCEANS 8 project is a series of He has worked on environmental issues across the Americas, expeditions launched to explore the world’s oceans from the and has assisted several indigenous tribes in Latin America and seat of a sea kayak. Canada in successfully negotiating treaties protecting traditional Used as both transportation and as floating ambassadors, homelands. He is credited with leading the fight to protect sea kayaks allow Bowermaster and his teams – comprised of New York City’s water supply. The New York City watershed some of the world’s top photographers, filmmakers, scientists agreement, which he negotiated on behalf of environmentalists and navigators – to reach corners of the world rarely seen. and New York City watershed consumers, is regarded as an The goal of each expedition is adventure crossed with an international model in stakeholder consensus negotiations assessment of the health of the seas and the lives of the and sustainable development. He also helped lead the fight to people who live and depend on them. Around the planet turn back the anti-environmental legislation during the 104th more than 4 billion people live within 35 miles of a coast Congress. and depend on the surrounding seas. Meanwhile, impacts Among Mr. Kennedy’s published books are the New York Times on marine ecosystems have compromised the relationship bestseller Crimes Against Nature (2004); The Riverkeepers between the world’s oceans and humanity. OCEANS 8 allows (1997); and Judge Frank M. Johnson Jr: A Biography (1977). for a unique exploration of this profound connection. So His articles have appeared in The New York Times, The far, the expeditions have taken Jon to the Aleutian Islands, Washington Post, The Los Angeles Times, The Wall Street Vietnam, French Polynesia, South America’s Altiplano, and the Journal, Newsweek, Rolling Stone, Atlantic Monthly, Esquire, The wild coasts of Gabon, Croatia, and Tasmania. Nation, Outside magazine, The Village Voice, and many other publications. His award-winning articles have been included in anthologies of America’s best crime writing, best political writing, and best science writing.
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JOEL MAKOWER CLYDE PRESTOWITZ Chairman and Executive Editor, Founder and President, Economic Strategy Institute Greener World Media uWednesday, October 1 uThursday, October 2 8:00 a.m. – 9:00 a.m. 8:00 a.m. – 9:00 a.m. Facing the Revolutionary Challenges of an Upside Save the Buyosphere: Selling Green in the Age of Down Global Economy More, More, More Clyde Prestowitz is founder and President of the Economic Strategy Institute (ESI). His leadership has propelled ESI into For nearly 20 years, Joel Makower (www.makower.com) has an important role in the public policy process, influencing been a well-respected voice on business, the environment, and often defining the terms of the debate in the areas of and the bottom line. As a strategist on corporate international trade policy, economic competitiveness, and the sustainability practices and clean technology, he has helped effects of globalization. Mr. Prestowitz has played key roles a wide range of companies align environmental goals with in achieving congressional passage of NAFTA and in shaping business strategy. He is chairman and executive editor the final content of the Uruguay Round, as well as providing of Greener World Media, which produces the acclaimed the intellectual basis for current U.S. trade policies toward resource center GreenBiz.com and its sister sites ClimateBiz. Japan, China, and Korea. com, GreenerBuildings.com, and Greener Computing, as well as the annual “State of Green Business” report. He is co- Prior to founding ESI, Mr. Prestowitz served as counselor to founder of Clean Edge, a clean-tech research and publishing the Secretary of Commerce in the Reagan Administration. firm, and a senior advisor at GreenOrder, a sustainability Before then, he was a senior businessman in the United strategy consultancy. He also writes “Two Steps Forward” States, Europe, Japan, and throughout Asia and Latin (www.readjoel.com) a popular blog on sustainable business, America. He has served as vice chairman of the President’s clean technology, and green marketing. Committee on Trade and Investment in the Pacific and sits on the Intel Policy Advisory Board and the U.S. Export-Import The Associated Press has called Joel “The guru of green Bank Advisory Board. business practices.” Clyde Prestowitz regularly writes for leading publications, A former nationally syndicated columnist, Joel is author of including The New York Times, The Washington Post, more than a dozen books, including Beyond the Bottom Line: Fortune, and Foreign Affairs. He is the author of the best- Putting Social Responsibility to Work for Your Business and selling book on U.S.-Japan relations, Trading Places, and the World (Simon & Schuster) and The E-Factor: The Bottom- co-author and editor of several other books on international Line Approach to Environmentally Responsible Business trade and business strategy including Asia After the Miracle; (Random House). Makower has helped a variety of companies Powernomics; Bit by Bit; The New North American Trade develop and implement their sustainability strategies, Order and Rogue Nation. His latest book, Three Billion New including GE, GM, Hewlett Packard, and Nike. He is a Batten Capitalists: The Great Shift of Wealth and Power to the East, Fellow at the Darden School of Business at the University deals with the economic rise of Asia and the upcoming of Virginia, an advisor to VantagePoint Venture Partner’s rebalancing of the world economic order, and its impact on clean-technology practice, and serves in a board or advisory the United States. capacity for more than a dozen other for-profit and nonprofit organizations. Mr. Prestowitz has a B.A. with honors from Swarthmore College; an M.A. in east-west policies and economics from the East-West Center of the University of Hawaii; and an M.B.A. from the Wharton Graduate School of Business. He also studied at Keio University in Tokyo. He is fluent in Japanese, Dutch, German, and French.
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KEN RUDIN MARIAN SALZMAN Political Editor, National Public Radio (NPR) Partner and CMO, Porter Novelli Worldwide
uThursday, October 2 uWednesday, October 1 7:45 p.m. – 8:45 p.m. 12:30 p.m. – 1:30 p.m. Predicting the Election Today’s Global Marketing Zeitgeist Ken Rudin is the political editor for National Public Radio, Marian Salzman is one of the world’s leading trendspotters/ where he directs campaign coverage for the network. Ken’s futurists. She was named among the “top five in the world” focus is on all aspects of politics, from the presidential contest in 2004, along with Li Edelkoort, John Naisbitt, Faith Popcorn -- the primaries, national conventions, debates, and general and Peter Schwartz, by the global publisher VNU. election -- to the races for the House, Senate and governor as well. He has analyzed every congressional race in the nation Salzman is credited with spotting cultural trends such as the since 1984. rise of “singletons” and “metrosexuality.” In 1995, Salzman was named one of New York magazine’s “Cyber 60” and one For nearly two decades, Ken has been a familiar presence on of Crain’s New York Business’s “40 Under 40.” many national TV and radio news programs. He writes the “Political Junkie” column – an interactive feature that takes Prior to joining Porter Novelli Worldwide, Salzman was questions from readers on campaign history, strategy, and executive vice president and chief marketing officer for JWT trivia – which can be found at www.npr.org/politicaljunkie. The Worldwide (February 2004 to February 2008). Before that she column, which earlier ran for three years on the Washington was EVP and chief strategy officer, Euro RSCG Worldwide Post website, has spawned a “Political Junkie” on-air segment (January 2001-October 2004). She spent the previous three every Wednesday on NPR’s “Talk of the Nation” program. years—from October 1997 to January 2001—at Young & Ken was also a key player on the NPR team that won the Rubicam as president of its Intelligence Factory. Alfred I. duPont/Columbia University Silver Baton award for Marian Salzman is author or co-author of more than a dozen excellence in broadcast journalism in 2002. non-fiction books on topics ranging from cultural shifts Ken also produced the popular ScuttleButton contest, a to current affairs to the youth market and the commercial weekly campaign button puzzle, for the Washington Post, and workplace. Her latest work, co-authored with long-term wrote the “Political Graffiti” column for The Hill, a Capitol Hill collaborators Ira Matathia and Ann O’Reilly, is Next:Now, newspaper. published in January 2007. This book revisited her international bestseller Next: Trends for the Near Future Ken returned to NPR in 1998, after a three-year absence ten years later, looking at how not only trends had changed during which he was the managing editor of the Hotline, a but how we track them in today’s globalized and internet- daily political newsletter. From 1983 through 1991, he was at connected world. ABC News, where he served as deputy political director and later as the off-air reporter on Capitol Hill covering the House. He first joined NPR as its first political editor in 1991.
A political junkie for many decades, Ken has one of the most extensive collections of campaign buttons in the country -- a collection that now surpasses 70,000 items. Ken is a graduate of Pace University in New York.
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BREAKOUT SESSION SPEAKERS ANDREA ANDERSON Holland & Hart, LLP MICHAEL ALLOSSO uThursday, October 2 uThursday, October 2 9:15 a.m. – 10:30 a.m. 9:15 a.m. – 10:30 a.m. Selling Green While Avoiding Red Flags Best Performance by a CEO in a Leading Role Andrea Anderson is an attorney with Holland & Hart LLP, the Michael Allosso is a professional director/choreographer of largest law firm in the Rocky Mountain West. Andrea’s practice numerous plays, films, videos and live events. In 1999 he won focuses on trademark and advertising counseling, dispute resolution, and litigation. the coveted Eliot Norton Award, Boston’s version of the Tony, for his production of “Dealer’s Choice” at Gloucester Stage. On the counseling side, Andrea assists clients in selecting Feature films include “The Strangler’s Wife” and “Bluff.” His and clearing new trademarks and securing trademark rights range of directing credits stretches from opera companies to throughout the world. She also advises clients on the legal pop videos to living history to three Hasty Pudding shows at aspects of marketing and advertising claims, including “green Harvard University to a Groucho Marx musical in New York. marketing” claims and comparative advertising claims.
He has been the Artistic Director and Manager of numerous On the litigation side, Andrea has successfully litigated theaters in the Boston area and has created and run his own numerous trademark infringement, false advertising, and anti- improvisational comedy troupe. He has taught in numerous cybersquatting cases, several of which have involved jury trials colleges and schools and has been chief administrator of and appeals. the Boston University Theatre Institute and National Dance Institute/N.E. Prior to entering private practice, Andrea served as a Law Clerk to the Honorable Raymond C. Clevenger, III, on the U.S. In the corporate world, Mr. Allosso writes shows for special Court of Appeals for the Federal Circuit. Andrea obtained her events and coaches executives in their presentations and law degree from George Washington University Law School, day-to-day communication. He has coached politicians, where she graduated first in her class. lawyers, CEOs and leaders throughout the business world. He maintains a large client base of individuals and groups to whom he gives workshops in corporate communications, creativity, risk-taking and presentation. He has co-written three books about careers in theater, film and television published by the U.S. Office of Education.
Allosso earned his M.F.A. in directing from Boston University and a B.A. in theater arts from Brandeis University.
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SCOTT BARRETT DOUG CAHN Chief Marketing Officer, Eastern Mountain Sports Principal, The Cahn Group
uThursday, October 2 uThursday, October 2 9:15 a.m. – 10:30 a.m. 10:45 a.m. – 12:00 p.m. Retail Panel Discussion Building CSR Strategies that Work Store of Tomorrow — Preparing for 2012 Doug Cahn is the principal of The Cahn Group, a corporate Scott Barrett is the chief marketing officer for Eastern responsibility consultancy dedicated to creating sound Mountain Sports, a leading outdoor retailer with 68 stores business practices. He is also founder and president of Clear Voice Hotline™ Service, an independent and confidential in the Northeast. Barrett brings over 20 years of marketing experience to the position, having worked with respected communication channel for workers. Mr. Cahn spearheaded global brands including Pepsi-Cola and Starwood Hotels & Reebok’s human rights programs for 15 years. Resorts. He is responsible for all facets of marketing including Mr. Cahn serves as chairman of the board of directors of the overall strategic planning, sales, public relations, advertising, Fair Factories Clearinghouse, a non-profit initiative of global promotions, and the e-commerce site, working closely with the retail companies, consumer brands and retail trade associations senior management team. dedicated to creating a system for managing and sharing Barrett has a B.A. in Economics from Princeton and an M.B.A. information about workplace conditions. He is also a member from the Amos Tuck School of Business at Dartmouth College. of the board of directors of Verité, a non-profit research and advocacy organization dedicated to humanizing the global An avid outdoorsman, Barrett played college ice hockey and workplace. enjoys spending time in the outdoors cycling, kayaking, skiing and hiking with his wife, Elizabeth, and their three children. AMANDA CATTERMOLE Technical Director, Global Innovation Group, BARBARA BRANNEN Levi Strauss & Co. Top Banana, PlayMore uWednesday, October 1 uWednesday, October 1 10:45 a.m. – 12:00 p.m. 9:15 a.m. – 10:30 a.m. A Journey Toward Sustainability You and Your Team Can Climb the Ladder of Success While Enjoying the View Amanda Cattermole is the technical director of the Global Innovation Group for Levi Strauss and Company. where she Barbara Brannen has had a 30-year career in management as identifyies consumer and global trends and finds technologies
vice-president of Rose Medical Center, Innovative Services of and ideas that could generate future growth for the company. America, Qwest Communications and the University of Denver. She also works with all parts of the supply chain to implement Barbara is currently the president of Ener-Cast, LLC and the Top new product concepts for both Levi’s® and Dockers® Banana of Playmore, LLC. She specializes in Human Resources and works with management teams to create successful She has been working on the “Sustainability, Green and bottom lines. Barbara is a graduate of Niagara University and Beyond” platform for Levi’s® since mid-2005. She was has been recognized with awards by several organizations for instrumental in identifying the green trend and translating it her expertise. She has written two books, The Gift of Play and into Levi’s® eco jeans, and was part of the team that developed Office Peace, and has a third book coming out in 2008 on The Levi’s® eco jeans, launched in Fall 2006. One Thing That Makes Leaders Successful. Amanda has a degree in colour chemistry from Leeds University and a master’s degree in textile science from UC Davis.
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investigative team that broke open the sexual abuse scandal MATTHEW CAVARRA in the Catholic Church, for which the team received the 2003 Holland & Hart, LLP Pulitzer Prize for Public Service. In more recent years, Mr. Cullen worked as a projects reporter, uWednesday, October 1 writing longer narratives from Iraq, Ireland and closer to 1:45 p.m. – 3:00 p.m. home. In July 2007, he started writing a metro column and Having Your Cookies and Keeping Your Customers: was awarded the Batten Medal by the American Society of Privacy Issues, Challenges and Threats in Electronic Newspaper Editors in 2008 for a series of columns about Commerce people facing adversity. A Boston native, he graduated from the University of Massachusetts, attended Trinity College in Mr. Cavarra concentrates his practice on advising technology, Dublin, and was a 2003 Nieman Fellow at Harvard University. communications and emerging growth companies with He is co-author of Betrayal: The Crisis in the Catholic Church respect to the acquisition, outsourcing, development and and was a contributor to the book, Britain and Ireland: Lives licensing of intellectual property. He has extensive experience, Entwined II. both locally and globally, negotiating technology contracts and acquisitions. Mr. Cavarra has managed multiple large intellectual property acquisitions, including the acquisition and MICHAEL FRALIX integration of $250 million in intellectual property assets from President & CEO, TC2 a leading telecommunications hardware and software vendor. His experience in the telecommunications, Internet, and cable u industries also includes negotiating licensing and outsourcing Thursday, October 2 agreements in Australia, Brazil, Canada, Germany, India, 10:45 a.m. – 12:00 p.m. Malaysia, Mexico and the United Kingdom. The Role of Technology, Trade, and the U.S. Government in a Sustainable Outdoor Industry
For the last 20 years, Dr. Mike Fralix has worked in a variety KEVIN CULLEN of capacities at TC2 and has provided guidance to hundreds Columnist, Boston Globe of sewn products companies. With 30 years of experience in
apparel manufacturing, research and development, operations uWednesday, October 1 and corporate management, he leads the company’s initiatives 10:45 a.m. – 12:00 noon to develop next-generation supply chain technologies, Rethinking Globalization: Second Thoughts On A Flat and work with companies to implement currently available World From Ireland to Iowa technologies and business processes.
2 Kevin Cullen has been writing for The Boston Globe since In addition to overseeing TC ’s technology development, 1985. He worked as a beat reporter covering crime and and technology dissemination initiatives, Dr. Fralix speaks internationally on a variety of topics. He and the TC2 staff legal affairs, winning a Livingston Award for his portrait of an East Boston hoodlum. He spent several stints in the Globe’s deliver an extensive array of programs and provide consulting investigative unit, the Spotlight Team, and was part of the team services to individual companies. These services span such that exposed mobster James “Whitey” Bulger as an informant topics as 3D product development, sizing for fit, production who was protected by the FBI. He has covered the conflict scheduling, industrial engineering, ergonomics, full package in Northern Ireland for more than 20 years, and in 1995 was production, simulation, lean manufacturing systems, awarded the citation of excellence by the Overseas Press Club sustainable technologies, and the digital supply chain. of America for interpretive reporting in Northern Ireland. He holds Bachelor of Science degrees in applied mathematics In 1997-1998, he was the Globe’s Dublin bureau chief, then and philosophy from North Carolina State University, an M.B.A. moved to London to serve as the paper’s chief European from Duke University and a Ph.D. in technology management correspondent, covering the war in the former Yugoslavia. In from North Carolina State University. 2001, Mr. Cullen returned to Boston and joined the Globe’s
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HAYSUN A. HAHN JEFF KLINEFELTER Creative Director, Futuremode/Fast Forward Trending Managing Director & Senior Research Analyst, Piper Jaffray uWednesday, October 1 1:45 p.m. – 3:00 p.m. uWednesday, October 1 Messy, Messy, Messy! Trends for 2009 and Beyond 9:15 a.m. – 10:30 a.m. Valuing Your Company: Are You Worth What You Think Almost every color you wear is influenced by Haysun A. You Are? Hahn. Her career is marked with major acknowledgements of her ability to understand the fast changing trends and her Jeff Klinefelter is a managing director and senior research enduring presence in the fickle industry of trending for over analyst on the consumer team at Piper Jaffray. He follows
20 years. Ms. Hahn is the creative director of Futuremode/ retail companies, focusing on specialty retailing, youth/teens; Fast Forward Trending, a global consulting firm based in New mass merchandising; and apparel and footwear brands. York. It is Ms. Hahn’s exceptional ability to forecast not only Klinefelter was ranked the No. 1 stock picker for 2005 in social trends for marketing, but colors that has led her to textiles, apparel and luxury goods by Starmine and the No. 2 become one of the most influential consultants in the design stock picker in clothing and accessories for 2005 in the Wall industry. Street Journal survey.
In 1978, Ms. Hahn started her fashion career in retail/ Prior to joining Piper Jaffray in 1997, Klinefelter worked buying with Macy’s and continued with Saks Fifth Avenue, for Universal Asset-Based Services, Inc. performing asset Bloomingdales, B. Altman’s in New York, and Selfridges evaluations for commercial lending institutions. He also (London). She has also owned her own children’s boutique worked at Target Stores for six years. Klinefelter is nationally in Manhattan. In 1983, Ms. Hahn took her first position in recognized for conducting proprietary teen retail research the trend forecasting field at Cotton Inc. The alliance with twice each year with high schools across the country. Kimuratan (Japan) during 1985 was the impetus for her to Klinefelter received a bachelor’s degree from St. Olaf College start her own consulting firm, which has grown to the current in Northfield, Minn. and a master’s degree in business family of companies that she is involved with. administration from the Carlson School of Management at the University of Minnesota. In 2000, Ms. Hahn started futuremode, a new division of bureau de style, inc., intended to focus on customized trend and design projects for its larger global clients. Due to the success of futuremode, it became a separate independent company in its first year. In 2005, both companies were combined into one again, becoming Fast Forward Trending, part of the Fast Forward Group. One of the activities of the Fast Forward Group is product development and design for the global market, with its own distribution.
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Before joining USA TODAY, Lynch covered the aerospace COLLEEN KOHLSAAT industry for The Orange County Register in southern Environmental Affairs Manager California. In the 1980s, he was the editor of a trade Social & Environmental Sustainability, publication focused on national security issues in Washington, D.C., called “Defense Week.” Levi Strauss & Co. Lynch has a masters degree in international relations from Yale uWednesday, October 1 University and a B.A. from Wesleyan University in Middletown, 10:45 a.m. – 12:00 p.m. Connecticut. He lives outside Washington with his wife A Journey Toward Sustainability Kathleen and their three sons.
Colleen Kohlsaat serves as environmental affairs manager in Levi Strauss & Co.’s Social and Environmental Sustainability JENNIFER MULL Department. Colleen manages Levi Strauss & Co.’s CEO, Backwoods environmental sustainability initiatives which address the environmental aspects and impacts of the company’s owned- u and-operated locations. She also develops and implements Thursday, October 2 environmental standards related to contract production and 9:15 a.m. – 10:30 a.m. product design. Retail Panel Discussion The Store of Tomorrow — Preparing for 2012 Colleen recently led a life-cycle assessment of two of Levi Strauss & Co.’s high-volume products to inform the company An outdoor enthusiast, Jennifer came by her love of outdoor approach to reduce environmental impacts across the product adventure easily. Her father, Lewis Mull, founded the company life cycle. She is currently developing tools to define, track in 1973, when she was just nine years old.
and measure the company’s sustainability efforts, including Growing up in Wichita, Kan., Jennifer explored outside her those that can be used by product designers. Midwest roots at a young age. She traveled to places all over Prior to joining Levi Strauss & Co. in 1991, Colleen served for the world with her father. She quickly learned that she had five years as an environmental scientist at a large multinational inherited his tremendous passion for adventurous travel and consulting firm. She holds a degree in environmental sciences the outdoors. from the University of California, Berkeley. Jennifer graduated from graduated from the University of Kansas in 1986 with an undergraduate in recreation administration, a division of the business school, and a minor DAVID J. LYNCH in exercise science. She went on to pursue a master’s degree Global Business Writer, USA TODAY in exercise physiology and graduated with that degree in 1989. She worked for a number of years doing cardiac uWednesday, October 1 rehabilitation and corporate health promotion working for a 10:45 a.m. – 12:00 p.m. variety of hospitals and companies in Kansas and Nebraska. Rethinking Globalization: Second Thoughts On A Flat Prior to purchasing Backwoods from her father in June 2003, World From Ireland to Iowa she was a vice president at Mutual of Omaha Companies, David J. Lynch, 48, covers global business issues for USA Community Health Vision, and Immanual Medical Center. She TODAY. He joined the paper in 1994 as a staff writer in the is currently president and CEO of Backwoods and has been Money section before becoming the founding bureau chief in with the company since 2003.
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.
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media relations, issues management, cause marketing and LARRY PLUIMER event planning for a variety of industries such as consumer Direct Merchandise Manager, Amazon.com products, financial, manufacturing, building and construction, health care, golf and travel and tourism. Jeff is a native of uThursday, October 2 Kansas and has a bachelor’s degree in journalism from the 9:15 a.m. – 10:30 a.m. University of Kansas and an MBA from Benedictine College. Retail Panel Discussion Store of Tomorrow — Preparing for 2012 Jeff regularly blogs about public relations, social media and marketing at http://risleyranch.blogs.com/ A veteran of the direct marketing industry, Larry’s involvement in the outdoor industry includes senior positions at Arc’teryx and Mountain Gear. Larry has earned a reputation for EMILYN SHEFFIELD, PhD advancing new ideas and challenging the status quo. Professor, Department of Recreation Administration Recently, Larry accepted the challenge of developing an California State University, Chico outdoor recreation category for Amazon.com with the intent of introducing the brands, lifestyles and values of our uWednesday, October 1 Industry to a broader audience. Larry shares a passion for environmental conservation with his wife, Asha, who heads up 10:45 a.m. – 12:00 p.m. the local land trust of their home community on Bainbridge Trends, Gens & Friends: Connecting with Urban Island, Washington. Together, they enjoy hiking and paddling Americans the Pacific Northwest. Emilyn Sheffield is a professor and the immediate past chairperson of the Department of Recreation and Parks Management at California State University Chico, one of JEFF RISLEY the largest recreation programs in the U.S. She is also the VP, Social Media Analyst, Barkley academic advisor for the minor in Tourism at CSU, Chico. Since coming to Chico in 1989, she has been active in tourism uThursday, October 2 development and planning throughout California and the 10:45 a.m. - 12:00 p.m. western United States. For over 20 years she has worked Harnessing the Power of Social Media with federal, state and local public land partners to increase support for parks and protected places. Jeff Risley has 16 years of communications experience helping organizations successfully plan and implement public relations Sheffield has strategic market planning experience with a and marketing communications initiatives. Jeff has been a variety of destination marketing organizations, non-profit partner at Barkley for seven years, where he has guided work organizations, affinity groups, and natural resource agencies.
on brands including Payless ShoeSource, American Italian California State Parks, the Save-the-Redwoods League, the Pasta Company, American Century Investments, Build-A-Bear National Park Service, the USDA Forest Service, the U.S. Workshop, Sonic Drive-In, R.H. Donnelley, Original Juan Hot Fish and Wildlife Service, the Bureau of Land Management Sauce, NPT Breast Cancer 3-Day, Aquila and The Coca-Cola and local parks and tourism organizations are recent project Company. sponsors or partners.
Prior to joining Barkley, Jeff was the channel marketing Prior to joining CSUC faculty in 1989, Sheffield worked as a manager for an e-commerce company where he developed statewide recreation and tourism development consultant for and managed marketing communications initiatives with the the Extension Service in Missouri. Sheffield completed her company’s partners, including Chase Manhattan Bank, Wells PhD at the University of Southern California and returned to Fargo Bank and Cisco. Jeff also spent several years managing the “left coast” after working in Texas and Missouri. trade associations with a consulting firm in Chicago and Washington, DC. His experience includes strategic planning,
PAGE 44 OUTDOOR INDUSTRY ASSOCIATION PAGE 45 SPEAKER BIOS Rendezvous 2008 Rendezvous 2008 SPEAKER BIOS
chaired U.S. delegations in the negotiation of the North RON SORINI American Free Trade Agreement (NAFTA), the Uruguay Co-Founder & Principal, Sorini, Samet & Associates Round and bilateral agreements with more than fifty nations.
uThursday, October 2 Mr. Sorini has an M.A. from Georgetown University in international affairs and international economics and a B.A. in 10:45 a.m. – 12:00 p.m. political science and history from the University of Illinois. The Role of Technology, Trade, and the U.S. Government in a Sustainable Outdoor Industry
As co-founder and principal of Sorini, Samet & Associates RICHARD D. SPILDE, JR. (SSA), Mr. Sorini implements and manages the firm’s Holland & Hart, LLP business development, consulting and lobbying practice on
international trade negotiations and legislation. He represents uWednesday, October 1 several major U.S. corporations and trade associations before 1:45 p.m. – 3:00 p.m. the U.S. Government and Congress on international trade Having Your Cookies and Keeping Your Customers: issues and legislation. Mr. Sorini’s unique combination of Privacy Issues, Challenges and Threats in Electronic government, political and corporate experience enables him Commerce to provide well-rounded strategic advice and international market analysis to multinational corporations and foreign Mr. Spilde’s practice focuses on representing clients in high governments. technology businesses, including the telecommunications, cable television, software and information technology Prior to starting Sorini, Samet & Associates, Mr. Sorini, served industries. His practice includes assisting clients with a as President of the Trade Negotiations and Legislative Affairs wide variety of technology transactions, including software practice for eight years at an international trade law firm. Mr. licensing, maintenance and support agreements, content Sorini created and developed this practice into a multi-million licensing and distribution agreements, consulting and dollar business at the firm, where he managed the group’s development agreements, electronic commerce agreements, client development, consulting and lobbying practice on managed services agreements, software escrow agreements, international trade negotiations and legislation. web development and hosting agreements, complex Before joining ST&R, Mr. Sorini served as senior vice president procurement agreements, intellectual property licensing for International Development & Government Relations at and information technology outsourcing transactions. Fruit of the Loom for four years. Mr. Spilde also has significant experience negotiating telecommunications services, collocation and facilities Mr. Sorini has more than 13 years of experience in high level agreements as well as construction and sale agreements, positions in the Federal government at The Department of easements, licenses and right of way agreements. Commerce and the Office of the U.S. Trade Representative (USTR). Prior to joining Holland and Hart, Mr. Spilde served as corporate counsel for Level 3 Communications, LLC, an In 1989, Mr. Sorini was appointed by President Bush and international communications and information services confirmed by the Senate as ambassador & chief textile company based in Broomfield, Colorado. negotiator for USTR. Ambassador Sorini advised the U.S. Trade Representative, the Cabinet and the President on domestic and international economic issues. Mr. Sorini
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BILL SUPPLE Lynn draws on 20 years of experience with Fortune 500 CEO, Mammut Sports Group, Inc. apparel and consumer products companies delivering a proven track record of increasing sales and profit margins, re-engineering traditional business models and reducing uThursday, October 2 expenses. Her most recent role was as vice-president/general 9:15 a.m. – 10:30 a.m. manager at ARAMARK, where she was responsible for Retail Panel Discussion delivering the financial and profit objectives of a $45 million The Store of Tomorrow – Preparing for 2012 dollar business.
Bill Supple has been involved in the outdoor industry for Prior roles include 15 years of sales and general management nearly 30 years. He is currently CEO of Mammut Sports for companies including Reebok and Liz Claiborne. Lynn Group, Inc., overseeing operations in North America for the also teaches Retail Marketing, Advertising and Integrated Mammut and Toko brands and the retailer Climb High. Prior Brand Promotions and Marketing Strategy at various Boston to joining Mammut he spent four years in the early 1980’s Colleges. in specialty retail with International Mountain Equipment in North Conway, NH and then 14 years establishing and Lynn holds advanced degrees in fashion merchandising developing Wild Country’s (UK based climbing equipment from the University of Delaware and the Fashion Institute of company) business in the USA, — including the launch of Red Technology in New York City. Chili rock shoes and a successful joint venture with Charlet Moser. In the early 90’s Bill spent six years on the board of directors of The Access Fund, serving on the Finance DR. JAN VAN LOHUIZEN Committee, as chair of the Development Committee, and for President, Voter Consumer Research three years as president. uWednesday, October 1 4:00 p.m. – 5:30 p.m. LYNN SWITANOWSKI The Role of Polls, Pundits and PACs in the Founder, Creative Business Consulting Group 2008 Election
uWednesday, October 1 Dr. Jan van Lohuizen is president of one of America’s leading 9:15 a.m. – 10:30 a.m. polling firms, Voter Consumer Research and has directed public opinion research projects since 1977. Dr. van Lohuizen The Customer of Tomorrow – Who are They, What Will is best known as President George W. Bush’s personal They Look Like and How Will They Shop in 2012? pollster. Dr. van Lohuizen has also worked for presidential u candidate Mitt Romney and numerous members of Congress. Thursday, October 2 His clients also include Fortune 500 companies such as 9:15 a.m. – 10:30 a.m. WalMart, Qwest, Anheuser Busch and major national trade
Retail Panel Moderator associations. His principal emphasis today is on surveys for The Store of Tomorrow – Preparing for 2012 initiative and referendum campaigns and opinion research on public policy issues. Lynn Switanowski is the founder of Creative Business Consulting Group (CBCG), a Boston, MA based Strategic Planning and Retail Consulting firm. CBCG works with businesses to develop creative programs across a variety of business processes that will improve sales and profit margins.
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OIA Update Recreation
Outdoor Industry Association works hard to ensure the success and growth In our view, every child in America should live within 15 minutes of quality parks and of the outdoor industry. Our role as a trade association allows us to transform trails. That’s why the stateside Land and Water Conservation Fund (LWCF) is at the top competitors into a community — one that works to solve some of the industry’s of our legislative agenda. The LCWF stateside programs have helped states fund over most pressing problems. This year has been eventful and productive for Outdoor 41,000 projects that create bike paths, parks, facilities and trails. OIA will continue to Industry Association and The Outdoor Foundation and we’ve made much progress ensure this program remains a priority for members of Congress. on our ambitious agenda for 2008. Here are some accomplishments of the past year and areas of focus for the coming year. Funding for recreation programs on public lands will likely remain at 2008 levels as Congress will pass a bill this fall continuing current funding into FY2009. This means approximately $30 million for stateside Land and Water Conservation Fund in FY2009. GOVERNMENT AFFAIRS OIA has also joined with other groups in asking Congress to pass legislation establishing the National Park Centennial Initiative and legislation granting permanent Trade recognition of the National Landscape Conservation System. Both of these items are The outdoor industry produces some of the most innovative products in the world. priorities on the OIA policy agenda. Our merchandise enriches people’s lives by supporting healthy and active lifestyles through outdoor recreation. Open, fair and predictable trade results in lower costs to consumers, and is essential for our industry’s continued innovation and The Outdoor Vote economic growth. The OIA Government Affairs team recently launched TheOutdoorVote.com, a On the policy front, The Recreational Performance Outerwear Apparel Act of 2008 grassroots website that enables visitors to become better informed on the issues (S. 3439) has been introduced in the both the House and Senate. Senate sponsors impacting the outdoor industry and how they can become directly involved in taking are Senator Ken Salazar (D-CO) and Senator Mike Crapo (R-ID), both members action. Visitors to TheOutdoorVote.com will find relevant information and helpful tools of the Senate Finance Committee which has jurisdiction over trade related such as voter registration, congressional and presidential election results, tips on how legislation. H.R. 6483, the House version of the bill, was introduced last month by to write to an elected official, political news links and useful government web links. Representative Earl Blumenauer (D-OR), a member of the House Ways and Means Users can also research who their elected officials are and their voting records, right Committee. down to the city council level. Political trivia buffs can test their knowledge with fun and informative political games and visitors can learn the entire process a bill goes through This important legislation creates new tariff classifications for specific types of in Congress before it becomes a law. The site offers no opinions, rather it provides recreational performance outerwear, makes those specific products duty free and relevant, timely information for visitors to make informed decisions and ultimately take invests in U.S. technologies and jobs that focus on sustainable, environmentally- action. conscious manufacturing and streamlined supply chains.
Outdoor Industry Association (OIA) will seek opportunities to pass this bill as well as the Affordable Footwear Act (H.R. 3934/ S. 2372), which provides duty relief on Capitol Summit footwear, during the month of September or in a possible “lame duck” session of Next April, the Government Affairs Team will host the Capitol Summit — the OIA Congress following the presidential election. However, it is likely that Congress will lobby event held in Washington, D.C. that brings high-level outdoor industry business push consideration of most trade legislation into 2009. representatives to the nation’s capitol to discuss issues such as trade, recreation funding, land management and healthcare with political leaders. For more information on how to participate in the Capitol Summit or other policy efforts, please contact Amy Roberts, Director of Government Affairs at 303.327.3511 or [email protected].
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RESEARCH Next Generation Participation Study (Fall 2008)
To help our members stay competitive in today’s dynamic marketplace, OIA This soon-to-be-released report details consumer participation in a wide variety of conducts market research that gives a clear picture of the competitive landscape outdoor activities and helps inform business decisions. OIA research is complimentary to OIA members and available for purchase to non-members. EDUCATION
A healthy and growing outdoor industry begins with a well-trained and engaged Manufacturer Financial Performance Report (2008) workforce. OIA Education programs are designed to inform and inspire employees at all levels of the industry and provide the framework to help translate new ideas This new report is a useful tool that provides a baseline for outdoor manufacturer and information into smarter business decisions. brands’ financial, operation and compensation practices. Created in conjunction with input from an advisory panel of over 30 outdoor businesses, this new report allows outdoor industry manufacturers to compare gross margins, operating Outdoor University® Retail Workshops expenses, inventory turns, salaries for specific positions and several other categories with similar manufacturers in the industry in terms of revenue base and Outdoor University provides training resources for specialty outdoor retailers and manufacturing type (equipment, apparel, footwear, accessories). This collaborative reps. Focusing on management and higher level specialty staff, these workshops effort provides financial and operational benchmarks that outdoor manufacturers are designed to help improve business infrastructure, ensure skill development and can use as tools to evaluate their businesses. provide information on emerging trends and technologies.
Outdoor University opened its 2008 national tour July 23 at the new Midwest Outdoor Reps Exchange (MORE) rep show in Madison, Wisconsin to a receptive Manufacturer Employee Compensation Report (2008) crowd of independent specialty retailers representing outdoor, paddlesports, and Along with the Manufacturer Financial Performance Report, this new report bicycle shops. Many retailers drove hundreds of miles to attend the event. In only allows outdoor industry manufacturers to compare employee compensation and its second year in the new format, the attendance of Madison event tripled over benchmark against the industry median. Also a collaborative effort, this new last year, with many 2007 attendees returning with co-workers to benefit from the report establishes industry manufacturer benchmarks for employee and executive free learning opportunity. compensation, bonuses and benefits. The program then moved to Hartford, Connecticut and Salt Lake City, Utah and concluded in Greenville, South Carolina in August. Attendance at each event realized double digit growth over 2007’s inaugural workshops. In total, Outdoor Monthly Topline Sales Data University 2008 reached over 200 retailers from over 125 independent specialty The Topline Sales Report is a vital tool for businesses of every size and focus: For stores. a fledgling business it can help develop a size of market in your business plan The 2009 Outdoor University tour and program will be announced in January. and for established companies it helps navigate market changes and solidifies a successful future for your business.
The topline dynamic cube allow members to slice and dice sales figures for numerous product and market categories for Specialty Retail, Online, and Chain Store sales back at least three years. The online format includes a topline market summary with an overview and analysis, topline report tables for a quick glance at monthly/ yearly comparisons, and the dynamic cube for current sales information.
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Industry Breakfast: Early Morning Food for Thought • Chase Paymentech credit card processing services — rates as low as 1.95%
At each Outdoor Retailer tradeshow, the OIA Industry Breakfast brings together a • OfficeMax Partner Advantage Program – significant savings on over 12,000 broad cross section of outdoor businesses to explore a prominent issue relevant office products, including up to 56% off OfficeMax ImPress copy services. to the direction of our industry. The focus this year has been on the crucial issue of connecting youth with the outdoors. THE OUTDOOR FOUNDATION This year’s winter Industry Breakfast featured Michael Wood, vice president, In a time when inactivity and obesity are bringing about widespread health director of syndicated research at Teen Research Unlimited (TRU), speaking on problems, we asked ourselves: What can the industry do to increase participation “The Babied Boom and Beyond: How to Connect with Today’s Teens.” Michael in outdoor recreation? The Outdoor Foundation is approaching this problem discussed the vital teen demographic as a consumer group whose size and through its focus on America’s young people. Created in 2004, The Outdoor spending power cannot be ignored. Michael explored several key themes to help Foundation is already providing groundbreaking research and giving thousands of attendees better understand young people today, where they’re headed, and how teens outdoor experiences. to make a connection with them.
At this year’s summer Industry Breakfast, Larry Selzer, president and CEO of the Conservation Fund, discussed the demographic and cultural trends shaping the New Executive Director youth of today and tomorrow and how and what the industry can do to connect In September, Christine Fanning joined The Outdoor Foundation as its Executive with them. Reconnecting youth with nature is a must for ensuring the health of Director. Christine joins The Outdoor Foundation with a solid track record of future generations, the health of our industry and the health of our planet. providing senior management leadership for growth-oriented organizations and directing comprehensive cause-related partnerships and outreach strategies for BUSINESS SOLUTIONS leading organizations the United States and abroad. Most recently, Christine was the vice president, partnerships for The Case Foundation in Washington DC, and Much of our work on behalf of the outdoor industry intends to expand markets and prior to that at The Conservation Fund as vice president, marketing. guide business decisions. While both of these objectives build long-term value, OIA also offers benefits with direct and immediate advantages to the bottom line. OIA negotiates preferred cost savings programs on behalf of our members, having saved our members over $50 million over the past five years and over $8,000 per I Will Pledge member per year, on average. This year, OIA has added enhanced discounts and The Outdoor Foundation launched the “I Will” campaign at Outdoor Retailer new programs designed to save our members money and increase efficiency. Summer Market as a call to action for stakeholders of the outdoor industry to proactively encourage healthier children, healthier communities and healthier businesses. As part of the “I Will” campaign, The Outdoor Foundation is asking OIA preferred cost savings programs include: members of the outdoor industry to pledge to take two kids outside during the next year in an effort to connect youth with the outdoors and to help reverse • Outdoor Retailer — increased booth space discount of 5% beginning with OR downward participation trends in our industry. So far, over 2,500 outdoor industry Winter Market ’09 and 10% discount on select GES exhibitor services. members have signed the pledge. • FedEx — savings of up to 46%!
• Yellow®, Roadway® and Yellow Regional savings of 67% for LTL shipping
• Outdoor Industry Career Center — Find your next star employee on the the go- to resource for job seekers and employers in the outdoor industry.
PAGE 54 OUTDOOR INDUSTRY ASSOCIATION PAGE 55 OIA UPDATE Rendezvous 2008 Rendezvous 2008 TABNOTES HEAD
2009 CALENDAR OF EVENTS
January 21 Outdoor Retailer Backcountry Basecamp
January 22 OIA Industry Breakfast, Salt Lake City, Utah
January 22 – 25 Outdoor Retailer Winter Market tradeshow
April 21 - 23 OIA Capitol Summit — Washington, D.C.
July 19 - 20 Outdoor Retailer Open Air Demo
July 10 – Outdoor University Retail Workshops, Various September 1 Locations
July 21 OIA Industry Breakfast, Salt Lake City, Utah
July 21 - 24 Outdoor Retailer Summer Market tradeshow
September 29 – 14th Annual OIA Rendezvous, Location TBA October 1
PAGE 56 OUTDOOR INDUSTRY ASSOCIATION PAGE 57 NOTES Rendezvous 2008 Rendezvous 2008 NOTES
®Outdoor Industry Association, Outdoor University and the Outdoor Industry Association logo are registered trademarks of Outdoor Industry Association.
™Rendezvous is a trademark of Outdoor Industry Association
Cover photo courtesy of Greater Boston Convention & Visitors Bureau.
PAGE 58 OUTDOOR INDUSTRY ASSOCIATION PAGE 59 Thank You to our Sponsors TITLE SPONSOR
SUPPORTING SPONSORS
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he hiting roup Tserving the Whuman-powered recreationG industries
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AN OUTDOOR INDUSTRY ASSOCIATION EVENT
This event made possible by the generous support of Nielsen Business Media