2017 Summer Education Agenda - Outdoor Industry Association

2017 Summer Education Agenda

OIA, in partnership with Outdoor Retailer, offers FREE professional training opportunities for all Outdoor Retailer attendees. Sessions will be located in the Salt Palace (in Venture Out and at The Camp) as well as venues nearby. You can find education across the street from the Salt Palace at the Marriott at City Creek and at the UMOCA Auditorium adjacent to the Salt Palace.

 


  • Select Track:
    7:00 AM-
    9:00 AM

    OIA INDUSTRY BREAKFAST: Together We Are a Force for Public Lands

    Grand Ballroom - Marriott at City Creek


    Presenters: Sally Jewell, Former U.S. Secretary of the Interior; Governor Steve Bullock, Montana; Alex Honnold & Cedar Wright, Pro Climbers and The North Face Athletes; Amy Roberts, Outdoor Industry Association

    To the outdoor industry, protecting our nation's public lands is our business! These vital lands are the very foundation of our massive outdoor recreation economy, which employs over 7.6 million Americans and generates over $887 billion dollars in consumer spending. Join us to hear Secretary Sally Jewell set the record straight on Bears Ears and rally the industry to continue to use our political power to fight for public lands. Governor Steve Bullock will show how outdoor recreation helps drive Montana's economy. Also in the house are The North Face climbing athletes Cedar Wright and Alex Honnold. With humor and humility, they will share their experiences and adventures on some of America’s most beautiful landscapes and bring to life why they advocate strongly for public lands.

    Sponsored by

    9:30 AM-
    10:30 AM

    Wearables and Smart Clothes - What You Need to Know About Safety and Quality

    Deer Valley Salon - Marriott at City Creek


    Presenter: Joel Hawk, UL Consumer and Retail Services

    As the future of wearable technologies moves from just the wrist to the entire body, safety concerns expand. Attend UL's informative session, and explore the critical safety and testing requirements you need to consider to expand in this new market.

    Sponsored by

    11:00 AM-
    1:00 PM

    RETAILER SKILLS COURSE: Overview of GEAR Sales Program

    UMOCA Auditorium adjacent to the Salt Palace


    Presented by The Mann Group

    It’s time to bring a new level of success to your store. There are three steps involved in a training process: TEACH, PRACTICE and FEEDBACK. Each component builds on the one before it and all of the components reinforce each other. The combination of all three creates a training experience that is dynamic, powerful and successful.

    *daily lunch provided for registered attendees

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    11:30 AM-
    1:00 PM

    OIA INDUSTRY LUNCH: Thrive Outside: OIA release of The Outdoor Recreation Economy Fifty State Reports

    Salon D - Marriott at City Creek


    Presenters: Montana Governor Steve Bullock; Amy Roberts, Outdoor Industry Association and Ann Krcik, The North Face

    The outdoor recreation economy is an $887 billion economic powerhouse that supports 7.6 million American jobs and more than $65 billion in federal tax revenue. Join Outdoor Industry Association for the public release of updated recreation economy data for each of the 50 states and learn how outdoor recreation promotes healthy communities and healthy economies across the nation.

    Watch Live or On-Demand

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    1:30 PM-
    2:30 PM

    Perfecting the Personalized Omnichannel Journey

    Deer Valley Salon - Marriott at City Creek


    Presenter: John Roswech, Criteo If you haven't noticed, eCommerce is dead. Marketers have realized that all commerce is now omnichannel. Consumers webroom by researching products online before buying in stores, and they showroom by checking out products in store before buying online. But how do merchants guide the shopper on this digital and physical journey? Can retailers connect online and offline sources of data so that they speak to the customer with one voice? Using examples from Walmart, Target and others, John Roswech from Criteo will demonstrate how brands and retailers are working together to guide consumers through sponsored products that are most relevant to both the shopper and the products they seek.
     

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    Marketing Direct to Consumers in the Age of Amazon - What Brands and Retailers Must Do to Survive

    Salon E - Marriott at City Creek


    Presenter: Tom Flierl with Hanson Dodge

    Tom Flierl, VP of marketing & business strategy at Hanson Dodge, will explore how and why both brands and retailers win when brands sell direct and invest in consumer marketing. He will share trends, new research on outdoor consumers and real-world examples to show the mutual benefit of brands building relationships with consumers in a world quickly being disrupted by Amazon. Learn how brands and retailers can join forces to capture consumers in today’s fiercely competitive retail and online landscape.

     
    1:30 PM-
    3:00 PM

    Hunters and Hikers, Together We Are a Force for Public Lands

    Salon A-C - Marriott at City Creek


    Presenters: Amy Roberts, Outdoor Industry Association; Whit Fosburgh, Teddy Roosevelt Conservation Partnership; Land Tawney, Backcountry Hunters and Anglers and Lindsey Elliott, Wylder

    The battle for funding and protection of and access to our public lands is raging in Washington, D.C., and in statehouses across the country, and the outdoor industry has never been more united. From hunters to hikers and campers to climbers, when we join together, we have the power to protect our shared public lands.

    3:00 PM-
    4:00 PM

    Winning the New Outdoor Consumer Path to the Purchase

    Salon E - Marriott at City Creek


    Presenters: Karen King and Jesse Alleva, Spawn Ideas and Samantha Searles, Outdoor Industry Association

    Spawn Ideas returns to the Outdoor Retailer show with actionable insights from their co-authored report with OIA on the outdoor consumer’s path-to-purchase. Learn the new tools of targeting, Mode and Digital Context, and how this new way of thinking integrates with your legacy toolset and systems. Fully 89% of companies in 2017 will compete mainly on customer experience—will you be at the front of that pack? We’ll show you how to market more efficiently across demographics with the new outdoor consumer path-to-purchase.

    Tools for Product Managers in the Outdoor Industry

    Salon D - Marriott at City Creek


    Presenters: Pete Frickland and Lynette Seebohm, Concurrent Strategies

    This one-hour presentation will debut survey results comparing what real-life product managers actually do in the outdoor industry versus what the books lead us to believe. Along with helping to clarify your understanding of their roles and responsibilities, it will also identify several key tools to help product managers perform at a higher level.

  • Select Track:
    7:00 AM-
    9:00 AM

    NPD Trend Breakfast: Retail and Consumer Trends in the Outdoor Marketplace

    Salon D-E - Marriott at City Creek


    Presenters: Matt Powell and Julia Day, NPD Group

    Join NPD for an in-depth update on what’s driving consumers in today’s marketplace and whathey’re spending money on. The “Outdoor Trend” breakfast session by NPD has become a “must attend” event. You will benefit from attending this fast-paced and informative event, and in today’s complex retail environment, it is critical to stay up-to-date on retail sales and consumer insights. Matt Powell and Julia Clark Day are from the NPD Sports team, are experts on the marketplace and will talk about what’s selling and the critical why behind the buy. If you are looking for an understanding of current retail market trends and consumer dynamics, this session will give you a bird’s-eye view.  

    Sponsored by

    9:30 AM-
    10:30 AM

    Colors & Concept Trends: Spring / Summer 2018

    Salon E - Marriott at City Creek


    Presenter: Maria Teresa Sampedro, Promostyl

    A look at color and concept trends for the sports market.

    Sponsored by

    Powers of Philanthropy: Aligning Philanthropy to Achieve Impact Across Your Strategic Business Objectives

    Salon A-C - Marriott at City Creek


    Presenters: Ms. Sarah Simons, Save the Children; Ms. Johanna Bailey, Save the Children

    Be part of a workshop which includes how-tos and best practices that your attendees may utilize when evaluating and partnering with charitable organizations or foundations to establish their own successful programs (includes employee engagement, fundraising, cause-related marketing).

    Using 3D Technology To Bring Consumers Back

    Deer Valley Salon - Marriott at City Creek


    Presenter: Matthew Schwartz, Aetrex Worldwide

    In an ever-changing retail environment, finding meaningful ways to engage with customers in-store can seem daunting. Get a fresh understanding of some of today’s best practices when it comes to 3D scanning, 3D printing, data capture, email marketing and new interactive technology.

    Sponsored by

    11:00 AM-
    12:00 PM

    How Brands & Retailers Can Use Social to Drive Online Sales

    Salon E - Marriott at City Creek


    Presenter: Brian Cristiano, BOLD Worldwide

    Does anyone actually read that print magazine you're advertising in? How about those TV commercials you're dumping budget into? The smartphone is known as the "second screen," but is that true, or is it really number one? Learn how the smartest brands are leveraging social media to drive online revenue and offset the decline in traditional retail sales. Brian Cristiano, CEO of the Manhattan based sports ad agency BOLD Worldwide, digs into the reality in an unapologetic, energetic keynote that uncovers the real value of each channel and what marketers can do to get ahead.

    ANTICIPATE: Knowing What Customers Need Before They Do

    Salon A-C - Marriott at City Creek


    Presenter: Jeff Tobe, Customer Experience Expert

    Jeff walks you through an easy and simple three-step system in his new keynote to systematically and predictably create raving fans and followers every single time, over and over again. Then, to go deeper, Jeff walks you through the process for your raving fans and followers who benefit from your products, programs and services to become brand advocates and brand promotors.  

    11:00 AM-
    1:00 PM

    RETAILER SKILLS COURSE: First Two GEAR training segments: G&E

    UMOCA Auditorium adjacent to the Salt Palace


    Presented by The Mann Group

    G: Get Involved. The key to GETTING INVOLVED with the customer is to create a comfortable environment right off the bat. Let’s take a look at how to teach our staff how to make the customers feel comfortable.

    E: Edit. Help the customer get the product knowledge they need to make a smart buying decision. The first part of EDIT is gathering the right information. This requires the technical knowledge about the products and teaching our staff how to listen and learn.

    *daily lunch provided for registered attendees

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    11:30 AM-
    1:00 PM

    OIA Industry Lunch: Living Your Brand

    Salon D - Marriott at City Creek


    Presenters: Ted Manning, Ibex; Ashley Korenblat, Western Spirit Cycle; Jainee Dial, Wylder; Keely Wachs, Clif Bar & Company; Kevin Hogan, The North Face; and Alex Thompson, REI. Moderator: Jessica Wahl, Outdoor Industry Association

    Industry leaders from Western Spirit Cycles, Wylder, Clif Bar, The North Face and REI come together on a panel moderated by OIA Government Affairs Manager Jessica Wahl to discuss how their businesses live their brand ethos, especially when taking a stand to protect public lands. Learn what measures your peers are taking to live their brand and how you can too.

    Watch Live or On-Demand

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    Sponsored by

    12:00 PM-
    1:30 PM

    Centric Software’s Visual Innovation Platform (VIP) of Digital Boards

    Deer Valley Salon - Marriott at City Creek


    Presenters: Anastasia Charbin & Nicholas Fjellberg Swerdlowe, Centric Software

    Centric VIP is a visual, fully digital collection of boards for iPad, iPhone and large-scale, touch-screen televisions. Attend this lunch seminar to see the unveiling of this game-changing innovation connected to real-time actionable PLM and used by executives, creative, merchandising, product development, sourcing, sales and marketing teams.

    Sponsored by

    1:30 PM-
    2:30 PM

    The Border Adjustment Tax and Your Business

    Salon A-C - Marriott at City Creek


    Presenters: Marc Berejka, REI; Ben Christensen, Simms Fishing; Peter Martin, RSM LLP; and Rich Harper, Outdoor Industry Association

    Congress has a new plan to lower corporate tax rates and support U.S. manufacturing. But the finer details could mean massive tax increases for imported products and the retailers who sell them. What does this all mean for the outdoor industry, and how can you prepare? Join us to get up to speed on the border adjustment tax and the threat it may pose to your business.

    Four Megatrends Influencing the Industry

    Salon E - Marriott at City Creek


    Presenters: Luis Velazquez, Consultant; Bastien Carel, Dassault Falcon Jet; Toni Lublin, Moderator

    Join Lectra, a company with over 45 years of experience in providing CAD and CAM technology for the Fashion, Automotive and Furniture industry. We will share highlights of the transformation underway in the industry such as initiatives for the deployment of intelligent factories via “Industry 4.0; “Digitalization and its ecosystem of new technologies such as lot, Saas, cloud computing, mobile and AI; How Millennials are massively influencing the consumer market and China, as it transitions to a growth model due to a surge of domestic consumption and moves towards value manufacturing.  Gain insight how companies such as Falcon Jet’s manager of 3D processes, Bastien Carel are using Digitalization to revamp their supply chain and stay in-tune with changing technologies. Learn more about the digital trends that are changing our industry from Luis Velazquez, industry expert. Don’t miss this informative presentation!

  • Select Track:
    9:30 AM-
    10:30 AM

    Outdoors LIVE: How Outdoor Brands are Inspiring Audiences with Live Video

    Deer Valley Salon - Marriott at City Creek


    Presenter: Fritz Brumder, Brandlive

    From Osprey Packs to Hydro Flask, top outdoor brands are going live to train and sell to all of their audiences. Join Fritz Brumder, CEO and founder of Brandlive, to walk through real examples of outdoor brands embracing live video to align employees, train retail associates and launch and sell new products to customers across multiple channels, including their own digital channels.

    You will learn:
    • Why live video is exploding WAY beyond social media
    • How to create effective live video campaigns that can sell product
    • How to get started with a small team and a low budget

    Sponsored by

    Intellectual Property Pop Quiz Show: Does Your Company Have a Winning Strategy?

    Salon A-C - Marriott at City Creek


    Presenters: Doug Tumminello, Emily Bayton and Gary Nelson, Lewis Roca Rothgerber Christie LLP

    OIA_PROMOJoin Lewis Roca Rothgerber Christie attorneys for an interactive game show-style discussion surrounding key areas of intellectual property that can impact a company’s brand and bottom line. Audience members will learn brand best practices as well as how to avoid intellectual property pitfalls. Topics will include copyright myths, advertising blunders, trademark tests and much more. The format of the discussion will include audience participation, and prizes will be given out for audience participation.

    Shifting Consumer Purchasing Patterns Spell Opportunity for the Nimble Retailer

    Salon E - Marriott at City Creek


    Presenters: Judy Russell with Nilit and Michelle Letendre with LMS Textile Consulting

     

    The apparel industry is undergoing the most dramatic transformation since the beginning of organized retail. Baby boomers are downsizing. Younger consumers are more knowledgeable and demanding than any demographic in history. Traditional retailers can’t seem to stop the decline in brick and mortar traffic. And yet, amid all the turbulence, rises opportunity!

    11:00 AM-
    12:00 PM

    Supply Chain Efficiencies: Looking Beyond the Freight

    Deer Valley Salon - Marriott at City Creek


    Presenters: Chris Charette and Shirley Garrison, Old Dominion Freight Line

    Your total supply chain cost results from a combination of factors including freight, claims, chargebacks, and opportunity costs. Find out how OD provides the best value in freight and can lower your overall costs by reducing claims, reorders, chargebacks, all while keeping your shelves full and your production lines running.

    Sponsored by

    Primed & Ready to Grow: A Guide to Extending Your Brand and Winning Adjacent Spaces

    Marriott at City Creek


    Every brand is hungry for growth. The harsh reality is that most innovation efforts won't satisfy the craving. Most fail because they're too slow, expensive or risky-the nature of disruptive innovation. But within closer reach are fast, cost-effective opportunities that go unnoticed.

    We call them the Overlooked Middle. For brands like yours, it's a fertile landscape where you can grow sustainably-without big investment or drastic change.

    The winning formula for conquering adjacent spaces starts by tapping the potential of your brand’s extendable equity and unleashing your organization’s long-overlooked assets.

    In this hands-on workshop we will identify and begin to unlock your brands adjacent spaces with the greatest potential for growth.

    Sponsored by

    11:00 AM-
    1:00 PM

    RETAILER SKILLS COURSE: Second Two GEAR Training Segments: A&R

    UMOCA Auditorium adjacent to the Salt Palace


    Presented by The Mann Group

    A: Appeal. The best way to make the product appeal to the customer is interaction. Teaching your staff to be effective in the APPEAL phase also allows your staff to be confident in overcoming objections the customer might have.

    R: Relationship. Research proves that it takes far more effort and expense to attract new customers than to retain and develop business with existing customers. In this phase we are interested in long-term RELATIONSHIPS with our customers.

    *daily lunch provided for registered attendees

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    11:30 AM-
    1:00 PM

    OIA Industry Lunch: Designing With Repair In Mind

    Salon D - Marriott at City Creek


    Presenter: Lindsey Stone, Rainy Pass Repair

    Repairing outdoor gear since 1986, Rainy Pass Repair has seen its fair share of gear failures and has learned quite a bit about what works and what doesn’t when it comes to maintaining and repairing outdoor gear. Join us for this hour-long seminar to hear from the repair experts about what they’ve learned from over 30 years of repairing gear and how to design for durability and repair.  

    Watch Live or On-Demand

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    Sponsored by

    12:30 PM-
    1:30 PM

    Spring/Summer '18 Active Trends: What’s Next for the Active Lifestyle

    Salon E - Marriott at City Creek


    Presenter: Nina Esteves, The Doneger Group

    The Spring/Summer 2018 season is driven by two opposing aesthetics: maximalism and minimalism. When working in tandem, these two trends create a dynamic and diverse range of inspiration. Join The Doneger Group for a look at big ideas in activewear, including sociocultural influences and design inspiration. This session will break down what’s new and next for the active lifestyle in color, fabric, print and pattern.

    The Power to Convene: How to Create Your Own Brand Bonfire

    Salon A-C - Marriott at City Creek


    Presenter: Kevin Ervin Kelley, Shook Kelley

    Now more than ever, what today’s consumer companies need is the ability to convene humans around an idea, a forum and an experience—or what we call a “brand bonfire.” In this provocative talk, architect and retail strategist Kevin Kelley will unfold the process he has utilized for over two decades to create places and spaces that have The Power to Convene.

    Using Google Shopping to Reach New Shopper Audiences

    Deer Valley Salon - Marriott at City Creek


    Presenters: Lewis Brannon, CPC Strategy and Christina Berry, Google

    With the continued success of Google Shopping in the outdoor products distribution channel, advertisers have continued to adapt and innovate new strategies to compete for shoppers. Co-presented by Lewis Brannon, senior manager of paid search at CPC Strategy, and Christina Berry, agency development manager of Google, this session will teach advertisers how to use unique merchandising strategies to effectively target search queries with Google Shopping ads and reach new audiences.  

    2:00 PM-
    3:00 PM

    Increase Your eCommerce Sales with AdWords for the Outdoor Industry

    Salon A-C - Marriott at City Creek


    Presenters: Joshua Weum, Google and Tyler Sickmeyer, Fidelitas

    Google and Fidelitas Development will present an in-depth look into AdWords optimization for the outdoor industry. Session attendees will learn how to increase online sales through better targeting of their AdWords campaigns, by properly allocating their budget across AdWords platforms and by creating highly converting ads and landing pages.

    Why Femininity is Good for Men, Women and Business

    Deer Valley Salon - Marriott at City Creek


    Presenter: Liz Valentine, Swift

    Sports and outdoor pursuits are born of masculine culture and the steely mindset of winning. Consider ubiquitous sayings that are worn like badges of honor: No pain, no gain. Never give upQualities like empathy, openness and vulnerability seem out of place on the court and cliff’s edge, but they are vital to the industries that help us gear up for these activities. They are also known as feminine traits. Swift CEO and co-founder Liz Valentine proposes that these traits are essential to success in today’s economy and necessitate a shift in workplace culture to elevate and reward these behaviors.

  • Select Track:
    11:00 AM-
    1:00 PM

    RETAILER SKILLS COURSE: Developing a Training Program

    UMOCA Auditorium adjacent to the Salt Palace


    Presented by The Mann Group

    It takes about 21 to 28 days to learn a new habit. That doesn’t sound liketoo long, but research also indicates that people tend to drop out of a new behavior after two weeks if they don’t go out of their way to keep it going. In this session we will talk about how to roll out a program in the short amount of time you have every day.

    *daily lunch provided for registered attendees

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