2017 Winter Education Agenda - Outdoor Industry Association

2017 Winter 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

    Marriott at City Creek, Grand Ballroom


    A Force For Meaningful Change
     
    Celebrating the outdoor industry’s sustainability leadership Through the global leadership of the outdoor industry over the past 10 years, it has been proven time and again that impact reduction in the supply chain doesn’t have to come at the expense of product performance. Business sustainability has shifted from being a fringe “add-on” to a critical business imperative that is driving innovation, product quality, supply chain transparency and improvements and ultimately, the continued growth and success of the outdoor industry within an increasing resource-constrained world. Come learn about the global sustainable business movement. Leave inspired to take action utilizing the collaborative spirit of the outdoor industry to tackle the challenges we face, together.

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    10:00 AM-
    11:00 AM

    The Modern Outdoor Woman

    Venture Out / VO320


    The universe rewards those that are courageous, so how can we inspire and empower women to be bold and brave by claiming their seat at the table? Join us for a panel discussion about marketing, retail, product development and community for the Modern Outdoors Woman.
    11:00 AM-
    12:00 PM

    The Science of Odor Control, Odor Control Technologies and Testing

    Trend + Design Center / Booth 155 – 501


    Sponsored by

    11:00 AM-
    1:00 PM

    RETAILER SKILLS COURSE: How to Hire the Right Retail Team

    UMOCA Auditorium adjacent to the Salt Palace


    Hiring, onboarding, training, and developing a new employee can be costly. In fact, according to the U.S. Department of Labor, the price of a bad hire is at least 30 percent of the employee's first-year earnings. Although there is proven passion in the Outdoor Industry, sometimes that passion doesn’t translate into retail sales or positive employee performance. How can you hire passionate people and develop long-time and successful employees? This session focuses on how retailers can hire right and train properly to develop team members into dedicated brand ambassadors and retail sales professionals.
    *Daily lunch provided for registered attendees. Register now
    11:30 AM-
    1:00 PM

    OIA Industry Lunch - Doctor's Orders: Get Outside

    Marriott at City Creek, Salon D


    Presenters: Stacy Bare, Director of Sierra Club Outdoors; Mark McKnight, RootsRated CMO; Christine Fanning, Outdoor Foundation Executive Director and Bruce Y. Lee, Associate Professor of International Health, Johns Hopkins Bloomberg School of Public Health; Executive Director, Global Obesity Prevention Center (GOPC) at Johns Hopkins; Associate Professor, Johns Hopkins Carey Business School; Regular Contributor, FORBES
    Join Outdoor Industry Association and Outdoor Foundation for a dynamic roundtable discussion moderated by OIA’s Jessica Wahl about the therapeutic power of the outdoors. As more and more doctors across the country prescribe outdoor recreation to address physical and mental illness, post-traumatic stress and other maladies, what is our role as an industry to support and incorporate messages of health and wellness into our brand stories.
    Not Attending Outdoor Retailer?  Watch the event live. Register today to get a reminder about the event.

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    Sponsored by

    1:30 PM-
    2:30 PM

    Fashion Meets Function: Expanding Copyright Protection for Clothing Design

    Marriott at City Creek


    Presenter: Katrina Hull, Michael Best & Friedrich LLP
     
    U.S. copyright law provides limited protection for clothing design because clothing design is considered more useful than artful. In 2017, the U.S. Supreme Court may expand copyright protection for clothing design, creating another tool to stop counterfeiters but also increasing the liability risk for manufacturers and retailers.  Join us as we review how to protect clothing and product design, impact of 2017 law changes and best practices.

    Leveraging Your Customers’ Pain Points to Create Deep Content

    Marriott at City Creek


    Presenters:  Andrea Syverson, IER Partners
     
    How can customers possibly pay attention to all the messages bombarding their multi-device-driven daily lives?  Is your brand adding to that noise or is it adding real value to your customers’ lives through messaging that truly matters to them? Are your customers turning to your brand or to your competitors’ for solutions to their problems? What deep content strategies do you have in place to win their hearts, minds and wallets?    In this session, you’ll learn emotionally evocative content techniques from leading brands such as The Food Network, Title Nine, L.L. Bean, Spanx and Craftsy that you can put to work for your brand.
    2:00 PM-
    3:00 PM

    Regulatory & Climate Change Roundtable

    Marriott City Creek, Salon I


    Outdoor Industry Association’s new Regulatory and Climate Change Program was created to address issues important to the outdoor industry in Washington, D.C. and in states across the United States. Join this session to learn about the key focus areas for the program in 2017 which include:
    • Climate Change at the federal and state levels
    • Consumer product safety issues including flame retardants
    • Labeling laws such as “Made in the USA”
    • State regulations and legislation like Proposition 65 in California

    The Future of Retail

    Venture out / VO320


    Make a statement and create lasting relationships with your customers through an omnichannel and experiential approach to retail. Gain invaluable insights from industry thought leaders so you can own the ever evolving retail landscape like a boss. 
    2:30 PM-
    3:30 PM

    Know Before You Go

    The Camp / Booth 36093


    The Avalanche Project’s multi-media talk focuses on how to stay alive in avalanche terrain including getting the avalanche forecast, identifying avalanche terrain, avalanche danger signs, safe travel habits and rescue. 
    3:00 PM-
    4:00 PM

    Tips to Getting on a Buyers Good Side

    Marriott at City Creek


    Presenter:  Phil Chang, Hubba
     
    Be a brand that the buyer loves. Learn how to bring key insights and keep performance goals that will keep retailers knocking at your door. Find out what it takes to stand out from all the other brands.

    Are you Wasting Money? How to Optimize Your Marketing Channels to Reduce Cost and Increase Revenue

    Marriott at City Creek


    Presenters:  Scott Buelter, Ascent360
     
    Many companies are currently doing direct marketing via traditional channels such as Direct Mail and Email Marketing. But what if you are missing a portion of your customer base that is not engaging on those channels? Marketers now need to optimize their efforts to talk to customers where they are spending their time. Through Facebook, Google and other channels, you can now reach your customers where you haven’t been able to before. In addition, you can build a “look a like” model on these channels to target people that look like your best customers. By optimizing your spend and extending your reach, you can reduce your marketing costs while increasing your marketing revenue!
  • Select Track:
    7:00 AM-
    9:30 AM

    Retail Market Intelligence and Consumer Trends in the Outdoor Marketplace

    Marriott at City Creek


    Presenters:  Julia Day & Matt Powell, NPD Group – Sports and Leisure Trends
     
    The NPD Group’s Sports and Leisure Trends team will discuss current retail and consumer trends.  Understanding current market trends and dynamics, knowing who is coming into your stores and what is driving them there is critical in today’s fast-changing marketplace.  This breakfast session gives attendees a birds-eye view of the latest consumer shopping trends of the outdoor consumer.  Please RSVP to Julia.Day@NPD.com.

    Sponsored by

    9:30 AM-
    10:30 AM

    Collision Zones: Living and Working in the Demolition Derby

    Marriott at City Creek - Salon A


    Presenter:  Brad Werntz, New Normal Consulting
     
    Today we live and work in something like a demolition derby. In a world that values expansion - bigger, better, faster, MORE - space for work and life is more often defined by great forces coming together. These collision zones exist between vendors and consumers, markets and margins, cashflow and credit, cultures and crossovers, and between what’s been done before and what will be tomorrow. In this session, we’ll look at each of these, and talk about how to step outside the demolition derby for our own health, profit, and perspective.

    Know Before You Go

    The Camp / Booth 36093


    The Avalanche Project’s multi-media talk focuses on how to stay alive in avalanche terrain including getting the avalanche forecast, identifying avalanche terrain, avalanche danger signs, safe travel habits and rescue. 
    10:00 AM-
    11:00 AM

    A More Inclusive Outdoor Industry

    Location: Venture Out / VO320


    Diversity, equity, and inclusion are top of mind for the growing millennial outdoor consumer. Learn from industry experts how your marketing and media can play a role in cultivating a more inclusive outdoors while broadening your customer base. 
    11:00 AM-
    1:00 PM

    RETAILER SKILLS COURSE: Developing Leaders

    UMOCA Auditorium adjacent to the Salt Palace


    As retailers look for improvement in efficiencies and profitability, their Store Manager position and leadership becomes increasingly important. In most retail companies, few roles have more impact on revenue growth, company culture, store environment, and customer satisfaction than the role of Store Manager. How can a store manager be MOST EFFECTIVE?  Great retail owners recognize their Store Manager as an organizational Leader. The Store Manager influences, teaches, solves problems, coaches, is integral in meeting revenue goals, and builds a team that represents the store brand. This session focuses on recognizing and elevating emerging team members and managers within your business and fostering their development as top-performers and team leaders.
    *Daily lunch provided for registered attendees. Register now.
    11:30 AM-
    1:00 PM

    OIA Industry Lunch - A Sustainable Supply Chain For All

    Marriott at City Creek, Salon D


    Higg Index Adoption How-To from OIA, REI and MEC
    Stumped about REI's and MEC's request for all vendor partners to adopt the Higg Index? Come grab a bite with us, learn about the Higg Index from OIA experts and hear from the retailers themselves on their move toward raising their sustainability standards.
    Presenters: David Labistour and Valerie Presolly, MEC, Susan Viscon and Vik Sahney, REI and Beth Jensen, OIA, as Moderator  
    Not Attending Outdoor Retailer?  Watch the event live. Register today to get a reminder about the event.

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    Sponsored by

    12:00 PM-
    12:30 PM

    Wild in Wellness

    Venture Out / VO320


    Group Meditation led by local SLC meditation teacher.
    12:00 PM-
    1:30 PM

    Choose Your Adventure: An Attendee-led PLM Panel Discussion

    Marriott at City Creek - Deer Valley Salon


    Presenters: Paul Rattay, Camelback; Susan Glynn, Ariat; David Gardner, Centric Software; Sheila Moore, Product Project Manager, Icebreaker; Matt Nakari, Centric Software (Moderator) What are the biggest challenges you face when bringing products to market? This year at ORWM, YOU drive the PLM discussion! Centric Software organized an experienced panel of industry experts that will field your questions and discuss the biggest product development challenges facing today’s outdoor companies.  Complimentary lunch included.  Please register for the session here: http://www.centricsoftware.com/choose-adventure-orwm-salt-lake/. Lunch included

    Sponsored by

    1:30 PM-
    2:30 PM

    Transforming the Outdoor Industry with B2B eCommerce

    Marriott at City Creek - Salon F


    Presenter:  Kiva Kolstein, Handshake 
     
    B2B eCommerce is triggering a tectonic shift in the Outdoor Industry and B2B sales as a whole. Forrester projects the US B2B eCommerce market growing to $1.13 trillion in 2020, and Frost & Sullivan puts the global B2B eCommerce market at $6.7 trillion by that time. Find out why outdoor brands, manufacturers, and suppliers are jumping on the B2B eCommerce bandwagon and how to evaluate a B2B eCommerce vendor for your business. You’ll also walk away with the questions you should be asking internally and of your software vendor to guarantee a successful implementation, as well as a framework to evaluate the ROI of your B2B eCommerce investments.

    Sponsored by

    Integrated Brand and Digital Strategies to Capture the Outdoor Consumer

    Marriott at City Creek - Salon D


    Presenters: Mike Stefaniak and Tom Flierl, Hanson Dodge Creative 
     
    Join Mike Stefaniak and Tom Flierl of Hanson Dodge to explore the buying journey of the outdoor consumer and the business case for integrating your branding, marketing and digital commerce efforts.

    One Site to Rule Them All: Building the Right Website for B2C and B2B Customers

    Marriott at City Creek


    Presenter:  Mark Dodgson and Ashley Thevenet, Bluespark 
     
    Using Obermeyer's challenges they faced when trying to use three independent websites, this session 
    will discuss the open-source web solutions used, including a new content management system, an ecommerce integration, and updated user experience.

    Sponsored by

    Maximizing Your Amazon Relationship: Strategies that Work for Retail Brands

    Marriott at City Creek - Salon E


    Presenter: Rick Backus, CEO and Co-founder, CPC Strategy
     
    For many brands, the relationship with Amazon is purely transactional - PO’s come and go like clockwork. Others have shunned Amazon altogether as a partner in their retail strategy. Yet, Amazon has emerged as a retail beast - posting $857 Million in net income for its third quarter of 2016. It's survival of the fittest in online retailing, and a few brands are harnessing the huge growth opportunity Amazon presents by taking more control over sales and investing in the right marketing programs. Vendors looking to maximize their online revenue potential must include Amazon in their digital retail strategy in 2017. We’ll break Amazon down in simple terms to clarify where the biggest revenue opportunities lie and where brands need to be wary when building a relationship with Amazon.  
    2:00 PM-
    3:00 PM

    Do More, Be Better

    Venture Out / VO 320


    For the greater good of the outdoor community, how can we do our part to give back to the environment while building responsible brands? This panel discussion will inspire both emerging and established brands to do more and be better.
    2:15 PM-
    3:15 PM

    Specialty Retailers and Brand Partners: Build an Offline Community Online

    The Camp / Booth 36093


    A social media panel discussion lead by Jessica Hamel, Outdoor Retailer's Social Media Manager from Freckled By The Sun. Specialty outdoor retailers have always had a secret weapon: their local community. Join outdoor retailers and their brand partners in a discussion around how you can engage, inspire and educate your local community online to drive deeper relationships offline and in-store using social media.
    2:30 PM-
    4:00 PM

    The Economics of Soul

    Marriott at City Creek - Deer Valley Salon


    Presented by: Something Independent & OIA Panelists: Tom Adams, Utah Office of Outdoor Recreation; Luis Benitez, Colorado Outdoor Recreation Industry Office; Jon Snyder, Washington Outdoor Recreation & Economic Development; Cailin O’Brien-Feeney, Outdoor Industry Association; Domenic Bravo, Division of State Parks, Historic Sites & Trails - Wyoming. Moderator: Chuck Sullivan, Something Independent
    How do we stay true to our soul, compete and collaborate all in the same breath? At the core of the outdoor entrepreneur is passion, grit and an acute sense of independence. With growing statewide and national clout, newly appointed state leaders are championing their respective state’s outdoor recreation economies. Seemingly inherent in this role is competition for company headquarters, in-state retention and out-of-state recruitment, one state’s story against the next. In this panel discussion, we delve into how states best promote their unique brand attributes while simultaneously contributing to a strong collective voice for the outdoor industry.
    3:00 PM-
    4:00 PM

    Sport and Street – Fall / Winter 2018

    Marriott at City Creek - Salon E


    Presenter:  Maria Teresa Sampedro, Promostyl
     
    A look at color and concept trends for the sports market.

    The Bonfire Effect. A System for Convening Consumers in Place

    Marriott at City Creek - Salon D


    Presenter:  Kevin Kelley, Shook Kelley
     
    How can brick and mortar stores survive, much less thrive, in this new era of online shopping, retail efficiency and endless commoditization? By building a store that has the power to convene consumers around the magical glow of a brand bonfire experience.
    3:30 PM-
    6:00 PM

    Backcountry Panel + Happy Hour

    The Camp / Booth 36093


    Join The Avalanche Project for a panel discussion on backcountry safety. Stick around after for a Happy Hour sponsored by Sierra Nevada. 
  • Select Track:
    9:30 AM-
    10:30 AM

    Outdoor Recreation & Cultural Relevancy: 4 Case Studies

    Marriott at City Creek, Salon A


    Presenters:  Michael Davis, YMCA Boys Outdoor Leadership Development School, Coordinator, Let’s Move Outside Program, Seattle; Taimur Ahmad, Recreation and Forest Policy Fellow, The Wildnerness Society; Michelle Piñon, Northwest Regional Coordinator, Latino Outdoors; Liz Sodja, Utah Conservation Corps and Moderator:  Christian Beckwith, Director, SHIFT
     
    The future earnings of the outdoor industry and the future stewardship of our public lands are interrelated: both depend on the cultivation of new constituencies for success. No demographics are riper for cultivation than communities of color. This panel discussion features four alumni of SHIFT’s Emerging Leaders Program who present case studies on ways they’ve successfully leveraged outdoor recreation to engage a culturally relevant next generation of conservationist and customer.  
    11:00 AM-
    12:00 PM

    Fall ’17 Active Trends: What’s Next for the Active Lifestyle

    Marriott at City Creek - Salon E


    Presenter:  Marla Rosen and Nina Esteves, The Doneger Group 
    Health and wellness continues to be a growing movement with apparel playing a key role. Join The Doneger Group for a look at concept trends in activewear, including sociocultural influences and design inspiration. This session will also break down what’s new and next for the active lifestyle in color, fabric, print & pattern. 
    11:00 AM-
    1:00 PM

    RETAILER SKILLS COURSE: Measure and Evaluate Employees Productivity

    UMOCA Auditorium adjacent to the Salt Palace


    Everyday your employees are selling for you. How do you measure their performance?  This session will help you identify key team performance metrics. How are they executing on your consumer engagement goals? Session work will focus on goal setting to increase business and promote buy-in with each of your team members. Come prepared look at your sales goals and how your current employees are performing. Learn how to get to where you want to be and meet your business goals.
    *Daily lunch provided for registered attendees. Register now
    11:30 AM-
    1:00 PM

    OIA Industry Lunch - You Can't Do Business on a Dead Planet: A Path Forward on Climate Change

    Marriott at City Creek, Salon D


    Presenters: Chris Steinkamp, Protect Our Winters; Anne Kelly, Business for Innovative Climate & Energy Policy (BICEP); Luke Cartin, Park City Municipal Corporation; Andrew Pappas, OIA (moderator)
     
    The surprising outcome of the 2016 presidential election signals a dramatic shift for climate change policy. The next administration has pledged to defund federal climate change mitigation and will withdraw from international climate agreements. What do we do now? Join for an important discussion about where we go from here and finding a way forward, together.
    Not Attending Outdoor Retailer?  Watch the event live. Register today to get a reminder about the event.

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