evm_september-2023 - 24
BEST PRACTICES
At the new Outdoor Adventure X festival, held the weekend
before Outdoor Retailer Summer, consumers could explore
exhibits from brands like Ford and Oru Kayak.
COMMUNITY AND
CONNECTION
EM touches down in Salt Lake City to report on the most popular
booths from Outdoor Retailer Summer's redesigned show floor
" Are you bringing your dog? " was one
of the questions asked during registration
for Outdoor Retailer (OR) Summer, which
brought together outdoor brands, retailers
and designers to the Salt Palace Convention
Center in Salt Lake City, June 19-21. In
addition to encouraging furry friends to
attend (there's even a #dogsofOR recap on
Instagram), the show featured more than
700 exhibitors, including 200 new ones,
in a vibrant, welcoming space for testing
out equipment, building partnerships and
tapping into the sense of community that
fuels the outdoor industry as it navigates
the rapids of change.
24
EVENT MARKETER FALL 2023
Amid COVID-19-related restrictions,
many consumers flocked to outdoor recreational
activities and bought all the gear
they needed for their new hobbies. The
demand has since softened in some sectors,
leading to excess inventories, and the OR
organizers saw this as an opportunity to
evolve several aspects of the show and open
up new avenues to deliver value.
The floor plan was redesigned with
activity-focused zones, such as Camp &
Hike, Run & Cycle, Lifestyle, Overland
& Travel, Stewardship and Venture Out,
among others, to make them easier to shop.
Gathering spaces and stages with regular
By Anna Huddleston
programming connected the neighborhoods
and nurtured the sense of community,
the show's core value. A large communal
workspace at the Hub stayed busy
throughout the event, allowing attendees to
take care of work but still stay in the middle
of the action.
Brands could now also engage directly
with consumers at the new Outdoor
Adventure X (OAX) festival that was held
the weekend before the show at Snowbasin
Resort in Huntsville, UT, a popular
destination for winter and summer
outdoor activities. While some exhibitors
chose to participate in both events, OAX
eventmarketer.com
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evm_september-2023
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