Industry + Intelligence Outdoor + Snow Show

Industry & Intelligence is SIA's educational platform, with our marquee event being the Industry + Intelligence at the Outdoor + Snow Show in January. Kicking off the day before the show begins at the Colorado Convention Center, I+I is four days of conversations, panel discussions and keynotes with some of the most powerful and inspiring speakers on topics pertinent to our industry and your business.

Schedule of Events

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China In the Age of Trade Tariffs - eCommerce Direct to Consumer Market Entry Stories and Strategies

10:30 a.m. - 11:30 a.m. Room 405
Tariffs & Trade

What is the deal with China? How can you sell into China direct to consumer and why is now the best time to do so? In this workshop we talk about how to market, convert and fulfill direct to consumers in China.
• Why cross border eCommerce in China?
• What are Chinese consumers buying direct in the categories of winter lifestyle brands in apparel, accessories, equipment, etc.?
• An interview with another brand discussing lessons learned
• What are the real costs associated with launching in China?
• What are some immediate things you can do to set up your social media channels in China?

Speaker: Josh Halpern, Getting to Global
From 2011 through 2015 Josh served as a U.S. diplomat leading the retail logistics marine and auto industry portfolios for the U.S. Embassy in China where he provided market-entry consulting for U.S. companies. Josh was asked by the Obama administration to return to Silicon Valley to launch the eCommerce Innovation Lab for the U.S. Department of Commerce. During his tenure Josh leveraged private sector solution to fast track U.S. companies into overseas markets. His work has led to his creation of the Getting to Global Initiative and its free online Export Accelerator www.gettingtoglobal.org.

He speaks regularly at industry conferences across the U.S. China LATAM and EU and has won U.S. State Department and Department of Commerce awards for his innovation in management and public-private ecommerce solutions.

He is the creator of the Culture Agents, an interactive education program promoting cross-cultural understanding among youth.
Mr. Halpern was a commissioned and tenured Foreign Service Officer prior to launching the Getting to Global Initiative. He holds a B.F.A. from New York University’s Tisch School of the Arts an MBA from INSEAD and an EMBA from Tsinghua University. He speaks Spanish and Chinese.

Speaker: Jeff Unze, BorderX Lab
Jeff Unze is a Chinese internet pioneer with 20 years experience working with both Fortune 500 companies and small startups market to Asia using online advertising, social media, content and marketplaces.

Jeff joined BorderX Lab, a cross-border ecommerce technology company in March 2015 as head of strategic partnerships. During his tenure he has brought multiple high-quality merchants like Harrod’s Saks, Macy’s, Carter’s and Alexander Wang onto the companies fashion and beauty discovery app, Beyond. He is also tasked with building partnerships with best in class logistics and payment partners to better serve the company’s international customers.

Prior to joining BorderX Lab, Jeff co-founded Lucky Pacific Networks, an Asian-facing marketing company. Lucky Pacific helped clients like Marina Bay Sands, Ipsos, eBay, Expedia and Groupon acquire customers and brand build.

Jeff began his Chinese internet career at China’s top internet portal SINA.com (NASDAQ: SINA) in 1999 when only 500,000 Chinese people were online. He negotiated the first internet contracts for companies like Dell, Nike, LG and Johnson and Johnson. He later advised the leading Chinese social media platofrm, Weibo, on their US market entry.

Jeff earned his bachelor’s degree in Advertising at Brigham Young University and his MBA in International Marketing (China Emphasis) at Thunderbird in Arizona. Jeff is a frequent speaker on China e-commerce and cross-border marketing, BWG contributor and China marketing expert. He resides in San Jose, CA with his wife Athena and their two hockey-crazed boys Parker and Spencer.

Using Real Time Data to Measure and Optimize the Effectiveness of your Sports Marketing Content

10:30 a.m. - 11:30 a.m. Room 406
Marketing Research/Data

The world of sponsorship is evolving to a performance-based model that requires real-time data. Historical media like TV and print are dwarfed by digital content consumption for outdoor sport ambassadors. Today, outdoor brands are behind mainstream brands when it comes to measuring and optimizing the value of the content from influencers and events on digital and social media. Athletes are their own large-scale media outlets with unique audiences where they are driving exponential value for their brand partners compared to traditional paid media. In this presentation, we will discuss:
• Performance-based marketing & how to build an athlete or team incentive program using data
• How to go from gut feel to predictive sponsorship investing
• The ability to optimize content in real-time using data
• What standardized KPIs to use to evaluate your athlete portfolio

Speaker: Scott Tilton, Hookit
A born entrepreneur, Scott invested everything as a child into his first passion…competing in sports. Shortly after college in 2001, his former life as an athlete interconnected with a natural business sense and SponsorHouse was born. The original mission was simple…support and connect athletes with sponsors through the ‘Internet’…the first concept of its kind. That vision later evolved into Hookit, which pioneered the sponsorship technology and analytics space (Spontech). Today, Hookit aggregates billions of data points from social and digital platforms and uses machine learning and predictive analytics to provide real-time insights and valuations for brands and properties to quantify and maximize sports sponsorships.

Join Us for Lunch & a Multi-Industry Discussion: New Consumer Experience

11:30 a.m. - 1:00 p.m. Room 401
Keynote Lunch

Today’s consumers want what they want and when they want it. According to a 2018 study, 74 percent of Americans prioritize experiences over products or things and eight out of every ten outdoor participants want to try a new outdoor activity.

Fortunately, the outdoor industry – from snow sports to boating, hiking to hunting and biking to RVing – has some of the best experiences to offer. Our challenge is to remove self-imposed barriers and connect consumers with the opportunities to experience all of the adventures waiting for them in the outdoors.

This panel will explore the challenges of working together to promote an experience-based, year-round, cross-sector outdoor economy. Panelists will share their insights on creating frictionless experiences and how they work with unlikely allies to bring more people into the outdoors. The panel will also address the work the industry still needs to do to remove barriers preventing consumers from participating more in more outdoor activities year-round.

Moderator: Jessica Wahl, Executive Director of the Outdoor Recreation Roundtable (ORR)
Jessica Wahl is the Executive Director of the Outdoor Recreation Roundtable (ORR), America’s leading coalition of outdoor recreation trade associations and organizations, comprised of 28 national association members serving over 100,000 businesses. Ms. Wahl has over a decade of experience in outdoor recreation spanning the public, private and non-profit sectors. Prior to ORR, Ms. Wahl directed Outdoor Industry Association’s (OIA) outdoor recreation and conservation portfolio in Washington D.C. where she led a successful effort that gained landmark government recognition of outdoor recreation’s contribution to the national Gross Domestic Product.

Ms. Wahl was also the co-founder and past-chair of the Coalition for Outdoor Access working to reform outfitter and guide permitting systems within federal land agencies, an effort designed to help more Americans gain access to the outdoors. Before OIA, she worked at the Department of the Interior in the Office of the Interior Secretary and managed First Lady Michelle Obama’s Let’s Move! Outside and Let’s Move! in Indian Country initiatives. She has a Master of Arts in American Government from Georgetown University and is an avid outdoorswoman who loves kayaking, climbing, hiking and running.

Panelist: Jenn Dice, PeopleForBikes
Jenn’s leads the Business Network of PeopleForBikes that works with governments at the federal, state and local level to make bicycling better for everyone and represent the business voice behind bikes. PeopleForBikes is the bicycle industry trade association that represents 200 suppliers/brands, 2,000 retailers and has 1.3 million people in our grassroots network united for more and better bicycling. Before PFB Jenn worked as the chief lobbyist for the International Mountain Bicycling Association (IMBA) and directed their national and local public lands policy. Jenn was inducted into the Mountain Bike Hall of Fame in 2014 and in 2011 was recognized by Outside Magazine’s “power list” of the top 25 people that influence the world outside. Jenn is an avid endurance mountain biker who has completed the Leadville Trail 100 14 times and mountain biked down Mount Kilimanjaro (twice).

Panelist: Karen Redfern, Go RVing
As Vice President of Brand Marketing and Communications for The RV Industry Association, Karen leads the team of marketing and communications professionals responsible for the industry’s consumer-facing brand marketing campaign, Go RVing, including strategic marketing, social and digital media, traditional advertising, video content creation, public relations, experiential marketing, partnerships, and consumer trends and research.
Karen has spent the last 30 years of her career in PR, media and marketing roles with the RV Industry industry. Launching the Go RVing digital and social media platforms, the strategically-focused team has been successful in creating a recognizable and trusted image for the brand. Go RVing has successfully drawn in younger RV buyers through authentic, curated, story-telling content that brings RVing to life through social influencers with whom consumers can relate.
Diversity and creating a feeling of open to all, Karen and her team have strategically focused on messages of inclusivity targeting women, African Americans, Latinos, and active outdoor adventurers. Changing the (mis)perception of what is an RV and who is an RVer have been instrumental to the campaign’s success. The RV itself becomes secondary to sharing experiences that allow consumers to see themselves participating in…activities that can be enhanced by traveling in an RV.
Karen’s passion extends beyond the RV industry where she volunteers with several organizations dedicated to assisting and empowering women, especially victims of domestic abuse. She is an avid DIYer at home, tackling reno projects big and small and enjoys relaxing time hiking, biking and kayaking.

Panelist: Joe Hession, Snow Operating

Beyond Price: How Brands Can Beat e-Commerce Giants at Their Own Game

1:00 p.m. - 2:00 p.m. Room 405
Retail/eCommerce

There are 5 key areas that make Amazon, Walmart, Target, and other eCommerce giants successful:
• High product availability (no stock-outs)
• Quick and free delivery (next day)
• Same day pick up (click-and-collect)
• Easy returns (many locations, any time)
• Price

Most brands can and do compete on the last element: price. However, without playing a “race to the bottom” game, the other 4 areas are ways to maintain margin and create lifelong loyal fans.

The presentation will do a detailed exploration of why major eCommerce sites are so successful and why it is difficult to compete with them. Ruben will review the major steps those giants have taken in the last few years and where they are headed with their strategies, including major investments. Then the presentation will turn towards what brands can do to position themselves well in this new commerce world by leveraging what most of them already have: brick-and-mortar retailer relationships.

Speaker: Ruben Martin, Quivers
Since co-founding Quivers in 2012, Ruben Martin held the roles of CTO and COO, becoming the CEO in 2016. Ruben has 16+ years of enterprise software experience at Microsoft, Boeing, RightNow Technologies, and Oracle, holding positions in engineering, sales, and business development. Ruben has been primarily focused on helping businesses improve their customer experience and has worked with major brands in North America, Europe, and Asia-Pacific to help drive those strategies.

How can brands and properties continue to work together to bring memorable experiences to our guests while driving revenue?

1:00 p.m. - 2:00 p.m. Room 406
Business Strategy

Panel including properties and brands to talk through current partnerships and what works and what could be improved upon. Look at benefits of the partnerships and how resorts can help drive revenue for the brand using current examples.

Moderator: Annie Gleason, Alterra Mountain Company
As the manager of brand partnerships with Alterra Mountain Company, Annie manages partnerships with brands including The North Face, Smartwool, Smith Optics, Oakley, Clif Bar, GoPro, Red Bull, Coca-Cola and others. Annie is a veteran of the sponsorship world and has brought over 15 years of experience to the outdoor industry from experience in sports on both the brand and property side of the business.

Next Gen Participants: Understanding and Marketing to Gen Z

2:15 p.m. - 3:15 p.m. Room 406
Marketing

Whether the goal is growing snow and outdoor sports participation, or strengthening a sponsor’s connection to the sports, Gen Z’s views on technology, inclusivity, content, and more are critical to making engagement with the newest generation meaningful. Among our collective challenges is sifting through a mountain of data already collected (there are over 17 million articles on Gen Z according to Google News!) and identifying the information that most matters – to Gen Z and to us as marketers.

Speaker: Issa Sawabini, Fuse Marketing
Issa’s Fuse story is one of a kind. In 1999, he interned at Fuse while a senior at the University of Vermont. Today, he is a Partner and oversees all client services. During his tenure, he has developed over a hundred marketing strategies for a range of companies for legacy brands like Harley-Davidson to innovative brands such as Amazon Prime Student. Issa has been cited in numerous media from the Wall Street Journal to Vice and presented at over twenty marketing industry conferences. In 2009, Issa was named to Sports Business Journal’s “Forty Under 40” which honors the most influential young executives in sports.

Human-Centered Search Strategies Impacting Snowsports Understanding how consumers' behavior in search engines can impact your brand online and developing a framework for success in the ever-changing snowsports industry.

2:15 p.m. - 3:15 p.m. Room 405
Marketing Digital Marketing

Often the challenge of improving the search results for a brand focuses a lot of time and attention on the ‘what’ a user is searching for, and less time is spent on really getting to ‘why’ that person is searching.

This session will share actionable insights to help you determine how consumers are searching for your brand. From hardgoods and softgoods to the resort side, every vertical in snowsports is impacted by the way individuals seek information out online.

Covering methods of identifying what people are searching for, understanding why they’re searching, and frameworks for content that has the right voice to meet your customers where they’re at in their purchase process.

Speaker: Jason Dodge, BlackTruck Media + Marketing
Jason Dodge is the Founder and Chief Strategist at search marketing firm, BlackTruck Media + Marketing. Combining his 17 years of industry experience with the efforts of holistic, human-centered thinking and technical search marketing tactics, Jason works with brands to be successful online through honest search marketing strategies. His background and experience spans many industries from travel and tourism, specialty retail to global manufacturing and large healthcare systems. With a continued passion for the ever-evolving world of search, Jason is a regular contributor to the Grand Rapids Business Journal and speaks on the subject of human-centered search engine optimization.

An avid skier himself, Jason is the editor of Michigan Ski Report, a go-to source for snowsports enthusiasts in Michigan, acting as a connection between the industry and consumers. Recognized as a 40 Under Forty Business Leader, he is active in the west Michigan community serving on the Executive Board of Directors for the Grand Rapids Civic Theatre, the Leadership Counsel for Small Business Association of Michigan and guest lecturer at Grand Valley State University.

Open-To-Buy: Everything You Always Wanted to Know But Were Afraid to Ask. #RTKSmartStore

3:30 p.m. - 4:00 p.m. Room 405
Retail/eCommerce

Join Dan Kowalke from Retail Toolkit to learn how the latest Open-to-Buy technology is enabling independent outdoor retailers to purchase inventory with customer experience in mind, by increasing turns and cash flow while minimizing markdowns.

Speaker: Dan Kowalke, Retail Toolkit
As a creative and a dreamer, Dan is on a mission to democratize data literacy for passion driven specialty outdoor retailers. Dan’s global experience leading connected commerce ecosystems for big and small companies enables him to offer unique insights benefiting integration partners, brands and retailers.
Dan is an accomplished entrepreneur, with a knack for building products that are awesome and working with good people. Now, as the GM for Retail Toolkit, he serves some of the most profitable brands driving the experience economy by leading Product, Customer Success, Revenue and Strategic Partnerships.

Bridge the Culture Gap: Digital Content Strategy for the New Outdoor Era

3:30 p.m. - 4:30 p.m. Room 406
Marketing Digital Marketing

There’s culture gap in the outdoors, and it’s growing as fast as the industry. Our audience might be bigger—but assuming these newcomers are traditional participants is a surefire way to lose them. Join Nemo Design’s pro digital content strategist Harriet Riley to learn how the veteran agency helps clients bridge that gap. With a lens on digital content strategy, Riley provides actionable takeaways to help brands and retailers connect with a wider audience and not alienate their core supporters.

Speaker: Harriet Riley, Nemo Design

Smartphone-Based Rewards: How to Love Your Loyalty Program. #RTKSmartStore

4:00 p.m. - 4:30 p.m. Room 405
Retail/eCommerce

Join Dan Kowalke from Retail Toolkit to hear about the importance of measurable customer loyalty to independent outdoor retailers, and how they’re using gamification and achievements to incentivize customers to visit more and spend more with their own customized, POS-connected mobile loyalty apps.

Speaker: Dan Kowalke, Retail Toolkit
As a creative and a dreamer, Dan is on a mission to democratize data literacy for passion driven specialty outdoor retailers. Dan’s global experience leading connected commerce ecosystems for big and small companies enables him to offer unique insights benefiting integration partners, brands and retailers.
Dan is an accomplished entrepreneur, with a knack for building products that are awesome and working with good people. Now, as the GM for Retail Toolkit, he serves some of the most profitable brands driving the experience economy by leading Product, Customer Success, Revenue and Strategic Partnerships.

Outdoor + Snow Show Kickoff Breakfast Business As A Force For (Climate )Good

7:00 a.m. - 9:00 a.m. Room 401
Keynote Breakfast Sustainability & Climate

Please join us to offically kick off the Outdoor + Snow Show 2020! This year’s Kickoff Breakfast topic is climate change, and we want to use this time to inspire action from our industry. We need urgent action to address our world’s climate challenges, and we won’t get there without courageous business leaders stepping up. At this year’s Kickoff Breakfast, we’ve assembled a group of executives who are exhibiting this bold leadership – to discuss their commitment to lead on climate change, the most pressing environmental issue of our time.

Moderator: Kate Williams, CEO 1% For The Planet

Intelligent Supply Chain Strategies for Navigating the US-China Trade War

10:00 a.m.- 11:00 p.m. Room 405
Tariffs & Trade

Outdoor industry companies have paid nearly two billion dollars in punitive tariffs imposed by the Trump administration on products sourced from China, with possibly more tariffs to come. These taxes not only mean higher costs for companies and consumers, but they also result in less innovation and job growth. OIA is actively advocating for the elimination of these punitive tariffs in Washington, D.C., but companies should also work to protect their bottom lines by making adjustments to their supply chains. Join us for an in-depth discussion with key experts on how outdoor companies can help alleviate the impact of the China tariffs through a holistic “intelligent supply chain” approach that encompasses both customs and supply chain planning.

Moderator: Rich Harper, Manager of International Trade, Outdoor Industry Association
Presenters: Amie Ahanchian, Principal, Trade and Customs, KPMG; David Beale, International Trade and Customs Consultant, KPMG

Shared Values: The cultural imperative shaping successful businesses today

11:00 a.m. - 12:00 p.m Room 405
Marketing Business Strategy

Shared values drive culture, movements and ultimately brand affinity. Success for brands in the outdoor industry and beyond hinges on the ability to create alignment internally and externally with individual, societal and corporate values. Our expert panel will discuss the role values play in business (Conscious Company), how to uncover shared values and ensure they are deployed throughout the brand experience (Monigle) and real world examples of the business impact of employing such an approach in the outdoor space (Vail Resorts).

Speaker: Brian Elkins, Monigle
Senior Director, Strategy at Monigle. Brian has built hardworking brands for: Johnson & Johnson, Microsoft, CenturyLink, Valaris, Xfinity/Comcast, Macy’s, Constellation Brands-Wine Division, Google, Royal Cup, Intermountain Healthcare, Beef!, Las Vegas, The CFA Institute, Specialty Coffee Association, Capital Group, Western Union, AARP, HCA. Brian’s go-to piece of branding wisdom is: have courage with ideas and be equal parts disciplined and openminded in their pursuit.

Is America becoming an indoor nation? The need for a movement to get Americans outside

12:00 p.m. - 1:30 p.m. Room 406
Keynote Lunch Participation

Join the Outdoor Foundation for the launch of the 2019 Outdoor Participation Report and a discussion about the trends in outdoor participation and the opportunities and challenges we are facing together in getting more people thriving outside more often. Humans are becoming an indoor species, and our innate connection to nature is eroding, but the outdoor industry is well positioned to change that growing trend. Come learn how you and your company can help everyone thrive outside.
*Please note that box lunches will be first come, first served

Moderator: Aaron Reuben, Duke University
Panelists: Lise Aangeenbrug, Outdoor Foundation; Ben Steele, REI; Jeff Bellow, Blue Cross Blue Shield; Shanelle Smith, Trust for Public Lands

Content Marketing for Customer Acquisition

1:30 p.m. - 2:30 p.m. Room 405
Marketing

This session breaks down sponsored content’s role in customer acquisition in today’s media landscape. Where have brands partnered with publishers to produce great storytelling? What role does traditional advertising play? Examples, insights and discussion around how sponsored content relates to the outdoor industry.

Speaker: Steven Stoker, Backbone Media
Steven Stoker is a senior media strategist at Backbone Media. He joined Backbone in 2017 and has worked with clients including Visit Estes Park, The Canadian Ski Council, Breckenridge and Tourism Sun Peaks. Previously, he spent 5 years in Breckenridge as the Marketing Manager for the Breckenridge Tourism Office. Outside of Backbone Steven is an adjunct professor and is passionate about travel.

Digital Transformation for the Outdoor Industry: Key Strategic Technologies to Drive Revenues Today and Tomorrow

2:30 p.m. - 3:30 p.m. Room 405
Digital Marketing Marketing

Are you maximizing your digital roadmap for the long haul? Positioning your business for the future requires a serious look at the framework you have in place today so you can continue to adapt, scale and grow.

Join us for this SIA session where we will discuss the key technologies needed to pave the way to a profitable business long-term. Hear expert advice from outdoor industry veteran Walter Wilhelm on factors to consider when prioritizing your action plan and ways to add profit to your bottom line, drive growth and integrate all of your systems from PLM to ERP to 3D.

Speaker: Walter Wihelm, Black Ink
Partner at Black Ink with 20+ years of experience in product development, former VP Product Integration at Safariland and former VP of Business Processes at Black Diamond Equipment.

At the Core of Omnichannel: The Shopper

3:30 p.m. - 4:30 p.m. Room 405
Retail/eCommerce

Empowering business channels by bridging the gap between online shopping and physical retail experience. From shopper-facing solutions, to business intelligence and data, we will enlighten the audience with examples of technology that deliver channel efficiencies and stimulate ROI. From page load to data lake, Locally and partners will present a compelling story of how today’s technology can strengthen the ecosystem of an industry.

Speaker: Teddy Schiavoni, Locally
Teddy Schiavoni has 30 years of specialty retail, wholesale channel, e-Commerce, and marketing experience. He has worked with many suppliers, assisting in product development and go-to market strategies. Teddy served as Chairman of the Board for The National Ski and Snowboard Retailers Association for two years, from 2017 until 2019. Most recently, he became the Global VP of Business Development for Locally.com, where his experience in channel management and knowledge of eCommerce and technology is growing businesses across many industries.

U.S. Retail and Consumer Trend Presentation

7:00 a.m. - 9:00 a.m. Room 401
Keynote Breakfast Research/Data

Join us for breakfast and see where the marketplace is going and what your customers are thinking. This popular presentation will help you understand current market trends and dynamics, explore who is coming into your stores, and discover what drives them there. Get a winning advantage — a clear view of exactly what’s happening in outdoor consumers’ shopping trends

Speakers: Julia Day & Matt Powell, NPD Group
Julia Day
An established, visible industry leader skilled at working in a progressive high-paced team environment where passion and profitability are highly valued. Dedicated retail and consumer expert with over 20 years of business experience whose roles have included Vice President of Sales, Director of Marketing, and Director of Advertising within the Sporting Goods and Outdoor Recreation Industry. Committed to driving innovation, profitability and growth. Experienced in sports and retail market trends, analysis, forecasting, and strategy. A sales executive committed to customer service. A thought leader nimble at extracting valuable insights and identifying retail and consumer trends for clients in the leisure, sports, team sports, running, fitness, outdoor recreation, hospitality and travel industries, Julia’s unique insights into the broad leisure landscape give clients and industry groups a broader perspective on consumer spending habits and behavior. She delivers a depth of understanding regarding sports and outdoor retail sales trends across many retail channels and activities: fly fishing, hunting, sporting goods, outdoor, camping, hunting, hiking, climbing, running, surf, skate, paddle sports, ski, snowboard, baseball, golf, football, tennis and basketball.

Matt Powell
Matt Powell, vice president and senior industry advisor for The NPD Group, is a nationally known expert on the sports industry. He offers his industry expertise on retail and consumer trends across apparel, footwear, and equipment for categories spanning outdoor, running, paddle and snow sports, cycling, and team sports.

With over 40 years of experience in the retail and research industries, Matt has counseled many of the world’s largest brands and retailers in the industry. He is a sought after speaker at key industry events including Outdoor Retailer, Interbike, SFIA’s Industry Leaders Summit, and the Bicycle Leadership Conference. He is also a regular contributor to major media outlets, and is frequently quoted in the press.

Prior to joining NPD in 2014, Matt held positions at Modell’s Sporting Goods, MVP.com, Sportsmart, and Sneaker Stadium. He holds a B.A. in Sociology from Colby College in Waterville, Maine.

The Tariff Impact on IP: 5 Strategic IP Considerations for Outdoor Brands in the Current Global Trade Environment

9:00 a.m. - 10:00 a.m. Room 405
Tariffs & Trade

With new tariffs for the U.S. outdoor industry expected to be as much as $1.5 billion dollars every month, Outdoor Brands must consider various business strategies, like manufacturing and supply chain options, to mitigate the rising costs to their bottom lines. Along with these business countermeasures, it is critical for Outdoor Brands to assess the tariff impact on their IP strategies and goals. This panel will discuss the IP opportunities and risks that Outdoor Brands should consider as part of their overall business strategy in response to the current global trade and tariff landscape. The panel will highlight 5 practical takeaways on how to successfully leverage these opportunities and manage risks involving IP enforcement, IP portfolio development, IP due diligence, and IP collaborations.

Speaker: Aaron Parker, Finnegan
Aaron Parker is a partner in Finnegan’s Washington, DC office. He leads the firm’s mechanical practice group and sports, fitness, and outdoor recreation industry group. As an intellectual property attorney, Aaron focuses on patent and trade secret litigation before U.S. district courts, post-grant proceedings before the Patent Trial and Appeal Board at the USPTO, client counseling on global patent prosecution and litigation strategies, and patent and trade secret portfolio analysis and management across a variety of technologies including those related to sports, fitness, and outdoor recreation innovations.

Outdoor and Travel Industries United to Address Overcrowding on Public Lands

10:00 a.m. - 11:00 a.m. Room 405
Participation Conservation

Visits to U.S. national parks between 2008 and 2018 climbed by more than 43 million, from about 275 million park visits in 2008 to 318 million in 2018. And other public lands, such as popular national forests, are also seeing increased visitation. As outdoorists, we are stoked to see more and more people appreciating and loving our public lands, and know that increased visitation both helps to grow the outdoor recreation economy and improve the health and wellness of individuals. But visitor increases can also present challenges that could begin to discourage outdoor recreation, such as facility maintenance costs, traffic congestion, overcrowded trails, lack of access to visitor services such as outfitting permits and demand for more trails or new camping access. The outdoor and travel industries share a vested interest in the smart management of tourism growth on public lands. They are also uniquely positioned to encourage responsible visitation and to advocate for state and federal policies and funding that support the proper maintenance, protection and access of our public lands through federal efforts like the Restore Our Parks Act, SOAR Act, Recreation Not Redtape Act, and dedicated statewide funding for conservation. Join us to learn of emerging ideas in managing the issue of overcrowding and how to advocate for the right kind of change.

Moderator: Patricia Rojas-Ungar, Outdoor Industry Association
Panelists: Carolann Ouellette, Maine Office of Outdoor Recreation; Cathy Ritter, Colorado Tourism Office; Taldi Harrison, REI; Bob Ratcliff, National Park Service

All Results, No Budget: Making the Most of Your Depleted Marketing Resources

11:00 a.m. - 12:00 p.m. Room 405
Marketing

No matter how large or small your marketing team and budget are, most outdoor industry marketing leaders find themselves at least one employee (and many dollars) short of what they’d prefer to have available. So how can you close the gap and get the results you and your leadership team are looking for?

Join Tyler Sickmeyer for a session sure to help you make the most of your marketing budget and team, no matter how large or small they are.

Speaker: Tyler Sickmeyer, Fidelitas Development
Tyler Sickmeyer is a marketing thought leader and Founder of Fidelitas Development, a full-service marketing and advertising agency that has served clients around the world. Tyler consults clients on marketing strategy and ROI measurement and optimization in addition to serving on the board of Live Ventures (NASDAQ: LIVE) and brings high-energy keynote presentations to audiences around the world.

Tyler brings a unique perspective to every engagement as he shares solutions for today’s marketing challenges that he learned the hard way as a former concert promoter. The same digital hustle that gave Tyler success as the youngest independent Christian concert promoter in the nation serves as the baseline for the methodology that continues to bring success for Fidelitas clients around the world.

Tyler was the first concert promoter to use text message marketing and first Christian concert promoter to use Facebook for marketing events. Tyler continues to stay on top of the latest trends and is blessed with a wealth of experience in both digital and traditional marketing, as well as Public Relations and Event Marketing.

Tyler’s specialty is helping clients create marketing campaigns that stand out and produce measurable returns. Tyler enjoys life in San Diego along with his wife, two sons, and yellow lab.

Climate Action is Not a Spectator Sport: The Risks of Complacency and the Opportunity for Outdoor Industry Leadership

12:00 p.m. - 1:30 p.m. Room 406
Keynote Lunch Sustainability & Climate

Join industry leaders, climate experts, OIA and partners for an introduction to the Climate Action Corps. Hear why smart companies are joining, and how you can take part. The outdoor experience is under threat, our supply chains are at risk, and your customers and employees want to know: what are you doing about climate change? There’s a lot of confusion around what corporate climate action should look like, but this much is clear: We have about 10 years to reverse the worst impacts of climate change. It’s not a solo mission, and every outdoor company needs to take action. But developing an ambitious climate strategy with limited resources can feel overwhelming. That’s why OIA is developing a road map for outdoor industry collective action that will equip your company to be a part of the climate solution, and enable our industry to show unprecedented leadership.

*Please note that box lunches will be first come, first served

Moderator: Deborah Williams, Outdoor Industry Association
Presenters: Amy Horton, Outdoor Industry Association; Matt Thurston, REI; Jonathan Cedar, BioLite; Cam Brensinger, NEMO Equipment

Raising outside capital & navigating the world of Private Equity

1:30 p.m. - 2:30 p.m. Room 405
Business Strategy

The process of raising outside capital can be complicated, overwhelming and time consuming. Learn how to choose the right partner and prepare ahead of time for pursuing a capital partnership. A lot of thought and effort goes into such a decision and we at North Castle Partners are committed to properly educating and helping entrepreneurs and business owners make the best decision.

Speaker: Chris Brown, North Castle Partners
A music aficionado with a longtime love for live events and entertainment, Chris has a unique combination of experience in finance, strategy and operational roles in consumer facing businesses. Prior to starting Backline, he was a senior member of the founding team and helped concept and manage a large-scale music festival, Project BHNC, in Del Mar, CA. Prior to Project BHNC, he started Gart Capital Partners (GCP), in partnership with the Gart Family, where he directly oversaw a number of portfolio company investments and also lead the firm’s deal-sourcing efforts. Over eight plus years at GCP, Chris sourced hundreds of consumer and retail deals and was involved in ten transactions, including Breeze Ski, Magellan’s Travel Supplies, Swoozie’s / Beaucoup and Running Specialty Group. Chris also worked for Petrie Parkman, a boutique investment bank focused on the energy/oil and gas industry, as a Vice President. He was responsible for generating revenue for the firm by establishing relationships with buy-side institutional investment managers, and supporting their investment interests in the energy industry. Earlier in his career, Chris worked as an associate for myCFO, a Silicon Valley startup as well as investment bank Morgan Stanley, as an analyst. Chris holds a BA in sociology from Princeton University where he was a member of three Division 1 national championship lacrosse teams (1994, 1996 and 1997). He currently lives in Denver with his wife and three children.

Fight over Flight – How These Outdoor Brands Use Amazon To Thrive

2:30 p.m. - 3:30 p.m. Room 405
Retail/eCommerce

With over well over 50% of product searches starting on Amazon, brands can no longer treat Amazon like the myth of the abominable snowman anymore or it will become a real-life monster for your company. There are multiple ways to be successful on Amazon, but it all starts with having the right foundation and strategy. Come hear from our panelist of Outdoor brands how they learned to leverage Amazon and turn it into a growing and dynamic part of their business.

Moderator: Caleb Harley, Booyah Advertising
Caleb has over 6-years of Amazon experience, working with a range of brands on the Amazon Platform. For 4.5 years, he helped build and maintain an E-commerce retailer’s Amazon store, helping them understand and establish the role that Amazon should play in their channel mix. Since then, he has spent 2 years at Booyah Advertising managing numerous brands’ by running their Amazon’s Advertising and utilizing the data that comes out of it to fuel rapid growth on the platform.

Panelist: Brian Ellwood, Apex Ski Boots
Brian is a sun and snow-loving Coloradan originally from upstate NY. He has been involved in business development and entrepreneurship projects since relocating to Denver in 2004. For the last four seasons he has run marketing and business development for Apex Ski Boots. He loves him some Booyah.

Panelist: Emelie Ortiz, Altra Running
Emelie is a seasoned marketing professional with more than twenty-five years’ experience helping brands—from boutique to global frontrunners—find their voice and communicate in new and unique ways. Emelie specializes in crafting non-traditional marketing strategies, connecting brands with new customers and forging loyalty that lasts. She is adept at recruiting strong brand ambassadors and creating powerful tools for community engagement. Emelie has a knack for getting big results with little investment and she thrives in the ever-changing digital world.

She has a passion for the outdoor and wellness industries and is committed to inspiring and empowering other women to achieve their healthy lifestyle goals. Emelie lives in Lafayette with her Colorado Corrections rescue dog Koa, a long-haired Chihuahua.

Panelist: Kaitlyn Mitchell, Zeal Optics
Kaitlyn Mitchell is a Digital Marketing & E-Commerce Analyst at Zeal Optics. She’s an experienced marketer with a master’s degree in marketing from CU Denver and a love for nature. Kaitlyn’s thrilled to be part of a company that brings together her passion for the outdoors and digital marketing, all while working to give back to wild places.

Corporate Inclusion, Equity, and Diversity - A Global Perspective

7:00 a.m.- 9:00 a.m. Room 401
Keynote Breakfast

This year’s keynote speaker is Blair Taylor, Partner, PwC Consulting. Formerly, Taylor served as CEO of President Obama’s My Brother’s Keeper Alliance and as Chief Community Officer for Starbucks. Blair will take us through a global journey, leveraging the lenses of various industries to showcase the power of innovation and leadership with inclusion, equity and diversity.

Speaker: Blair Taylor, Price Waterhouse Coopers
Blair Taylor brings more than 25 years of organizational leadership experience to his role as a Partner at Price Waterhouse Coopers (PwC), where he is part of the firm’s People & Organization Practice and focused on driving the Work Force of the Future platform for clients. His experience spans the private, public, and nonprofit sectors.

Having served as Chief Executive Officer of My Brother’s Keeper Alliance (MBKA), a signature initiative launched by then President Obama, Taylor led one of the nation’s most dynamic and ambitious initiatives, engaging leading corporations, nonprofits and Mayors to advance low income communities and populations.
Prior to leading MBKA, Taylor served as a member of the Starbucks Coffee Company’s senior leadership team, where he led the company’s corporate social responsibility (CSR), diversity & inclusion (D&I), community affairs and government affairs functions, while also serving as Executive Vice President (EVP) of Starbucks Global Human Resources (HR) with a staff of more than 500 employees.

Taylor’s background also includes seven years as President and CEO of the Los Angeles Urban League and four years as the Executive Vice President of College Summit, one of the nation’s largest college access initiatives. His private sector experience also includes four years as the President and CEO of a private retail franchising company focused on low income communities in the U.S. and the Caribbean, and more than eight years of leadership with PepsiCo and IBM, where he held various brand marketing, strategy and executive sales positions.

Taylor has been recognized by Fast Company Magazine as one of the nation’s most creative senior executives. He was also named a Top 50 executive innovator by PR Week, and a a Top 50 US CEO by the Non Profit Times. In 2011, Taylor was named one of the UCLA Anderson Graduate School’s Top 100 graduates. Taylor holds a BA in economics from Amherst College, where he also served a six-year term as a Trustee, and an M.B.A. in marketing and entrepreneurial studies from UCLA’s Anderson Graduate School of Management.

Electric Bicycles: Capitalizing on a booming category for summer

9:00 a.m. - 10:00 a.m. Room 405
Research/Data

E-bikes are the fastest growing segment of the bike industry, and truly growing the number of people who ride bikes with friends and families. PeopleForBikes has been leading the charge to get e-bikes access in more places, especially ski areas and summer tourist destinations, to increase ridership and participation. This session will cover e-bike basics but also ways to better understand e-bike demographics, sales trends and prospects for the category to get more people riding e-bikes in summer.

Speaker: Morgan Lommele, PeopleForBikes
Morgan Lommele is the State + Local Policy Director at PeopleForBikes, in charge of reviewing laws and policies from all 50 states to ensure bike industry leadership in legislative and regulatory affairs that affect the industry. For four years, she has also managed the initiative to improve local, state and federal e-bike and eMTB laws and policies. A policy analyst by trade with 14 of years of experience in government, non-profit, and consulting fields, Morgan holds an M.S. in Environmental Policy and Management from the University of Denver and an undergraduate degree from the University of Colorado. Thanks to more than 10 years working in cycling advocacy, Morgan has worked on state and local issues, and biked, in almost all 50 states. Morgan spends any and all free time outside mountain biking, bike touring, traveling, skiing and running.

Understanding the relationship between AI & SEO

10:00 a.m. - 11:00 a.m. Room 405
Marketing Digital Marketing

Understanding the relationship between AI & SEO — how Google uses it and how marketers should use it. Why user intent should be your #1 SEO focus and how it leads to better performance. Why siloing SEO is a major limiting factor and how SEO should function across organizational teams.

Speaker: Chris Rodgers, Colorado SEO Pros
Chris Rodgers is the founder and CEO of Colorado SEO Pros, a boutique digital marketing agency that serves clients in a variety of industries across the country and abroad. Chris has worked in the SEO and digital marketing space for the past 14 years and leads a team of experienced industry experts. Chris completed his BA in psychology from the University of Illinois at Chicago, and a Master’s of Science in Internet Marketing from Full Sail University. Chris regularly contributes to major media publications such as Forbes, Entrepreneur, Inc, and CNBC; he also speaks about SEO to aspiring entrepreneurs at the Denver Metro Chamber of Commerce.

The 7 Secrets of a Brand Champion

11:00 a.m. - 12:00 p.m. Room 405
Marketing

All companies that achieve success, growth and innovation, have one thing in common. An individual at the helm who understands the importance of a company’s brand and is able to position the company with a competitive advantage, these people are know as brand champions. There are seven secrets of a brand champion, and we will take a look at the attributes that all brand champions encompass.

Speaker: Michael Doyle, Brand Iron
Michael Doyle built a Denver-based advertising agency into a multi-million dollar company and sold it to a national integrated services provider in 2000, where he served as a national brand director for a Dotcom in preparation for going public. With more than 25 years of branding, marketing and advertising experience. He has led more than 350 signature Brandstorm sessions and helped lead over 400 brands toward development, helping companies raise more than 3 billion dollars in capital. Michael serves on the Colorado Thought Leader’s Forum and facilitates several CEO Groups including C3 Dealmakers and the C3 Manufacturers Group.

Mobilizing the Outdoor Community on Meaningful Climate Action

12:00 p.m. - 1:00 p.m. Room 405
Keynote Lunch Sustainability & Climate

Protect Our Winters (POW) has conducted a comprehensive, national Market & Motivation Research project into the emotional pathways that connect ardent and avid outdoor sports participants to climate change and the opportunities and challenges to engage customers on the issue. POW is making a summary of the studies’ findings available to the community in January and will offer an overview of their findings during this session. Join for an exploration into the emotional pathways that link outdoor recreation and advocacy and learn how to leverage your brand’s unique platform to best communicate the impacts and urgency of climate change in a way that inspires action. Leave armed with the data and insights to craft masterful messaging that can shape how we move forward on climate, together. From athletes, to scientists, brands, enthusiasts and beyond, it’s those of us who share a love of the outdoors who can inspire others to join the climate movement and make the outdoor community a leader in addressing the climate crisis.

Speaker: Mario Molina, Protect Our Winters
A native of Guatemala, and an avid alpinist, snowboarder, mountain biker, guide, and life adventurer, Molina previously served as international director at The Climate Reality Project, where he designed the organization’s climate leadership trainings and oversaw its post-Paris Agreement international strategy. He has trained corporate leaders, government officials, NGO groups, athletes and activists, on climate change strategies, communications, and engagement. He has spoken widely on climate policy including for the World Bank, IBM, the Mexican Senate, the Brazilian Forum on Climate Change, and various global stages. Mario now calls the Rockies home, where he lives with his wife and peak-bagging Australian Shepherd outside Nederland, Colorado

Speaker: Kerstin Ulf, Protect Our Winters
Having grown up in a small town in Vermont, Kerstin learned the character-building benefits of time spent in the wilderness from a young age—skiing, mountain biking, sailing, and exploring all that the Green Mountains had to offer. Now, a local to Tahoe, and an experienced brand builder and storyteller, Kerstin has worked on both the agency and brand side, where she set out to build authentic connections with consumers around the world. At POW, it’s her goal to engage and equip the outdoor community to harness their collective passion to take action on climate change.