Outdoor Retailer - Winter 2016 - 47

OUTDOOR RETAILERS ACROSS THE NATION RECOGNIZE THE IMPORto play. In addition to bonuses for commuting to work via alternative
tance of hardworking staff members to their stores' success, yet rarely is
transportation, occasionally employees are scheduled to show up at a trailthere room in the budget to offer overly generous wages, health benefits
head rather than the retail floor. On the docket for these days: gear testing.
or 401(k)s. As a result, many store owners are inspired to get creative with
Employees then spend their shift tromping along the trail, familiarizing
employee compensation. And we're talking more than just pro deals.
themselves with the shoe, pack, etc.'s ins and outs-and getting paid for it.
From offering local camping trips to backpacking treks 1,700 miles
"It's a great way to get firsthand knowledge of what the shoe is, and what
from home, a handful of retailers are getting employees out in the backtype of customer that shoe is right for," said Landon Vincent, marketing
country to acquire firsthand knowledge of the gear they sell. Others offer
manager for the two-location retailer. "And then when a customer comes
in, instead of saying a [list of] bullet points, they can say, 'I was out on the
benefits like frequent staff parties, bonuses for using alternate transportation to work and on-the-job gear testing. Each of these efforts aims to
trail with this shoe, so let me tell you ...' It's a fun way to deepen our talent
show staff they're valued above and beyond the number on their paycheck.
base. It's also a way we can improve our culture and benefit the customer
Twice in recent years, Cory McCall and Rob Gasbarro, co-owners of
at the same time."
Outdoor 76 in Franklin, N.C., have asked one of their long-term employMoosejaw, headquartered in Michigan, likewise merges business with
ees to join them on a 10-day backpacking excursion out in Wyoming's
pleasure during its bi-annual Clinic events. Each spring and fall, the reWind River Range. More frequently, the shop does employee tastings at
tailer invites reps from more than 20 brands to recount their latest product
local breweries, fitting given the store has an in-house brewpub, the Rock
innovations to employees all weekend at a campground rather than after
House Lodge. "It's not feasible to pay every employee $40,000 or $50,000
hours in a store's backroom. Staff members get a chance to learn about the
per year," McCall said. "So we're trying to be creative. How do we come up
new gear and test it out. A cookout follows the day's hard "work," and many
with compensation that allows for employee retention?"
stick around to camp. "You work hard, but you also play hard, and that has
Olin Glenne, owner of Sturtevants of Sun Valley, has the same question
been what Moosejaw is about," said Jessica Katz, recruitment and trainon his mind. Located in, Ketchum, a bustling Idaho ski town with plenty
ing specialist for the retailer. "It puts you in a good mood, and it motivates
you to do a better job."
of opportunities for seasonal work, Sturtevants employees are offered a
host of opportunities for job-sponsored fun. In addition to the three-day
Employees happy at work are also more likely to stick around. There's
backcountry hut trip employees enjoyed last spring, Glenne's workers are
less turnover and less time spent training replacements. "We don't have
treated to avalanche-safety classes, subsidized
to worry about constantly hiring new people," Katz said. "We can
focus on the business and being able to grow."
ski passes (Sturtevants picks up half the tab for
RISING STOCK
Retailers hit the Canopy Tour at
Indeed, having employees who know the gear and live the lifea pass of their choice) and on-mountain demo
the U.S. National Whitewater
days. All-staff ski/ride outings are frequent, and
style is a boon for both staff and store. Both Outdoor 76's McCall
Center in North Carolina.
they're usually followed up with an employee
and Glenne of Sturtevants note that because their employees are
intimately familiar with the items they're selling, the store earns customparty. Occasionally Glenne springs for whitewater rafting and climbing
outings-activities to which Sturtevants has no tie-to show his workers
er trust it wouldn't otherwise have. "We have to make a point to keep our
they're appreciated.
credibility in the industry," McCall said. "We're showing people we don't
"If you're competitive with being the best place to work, I think you're
just sell you gear, we use this and are outdoor enthusiasts just like you."
Credibility comes into play for trail and trip recommendations as well.
going to get the best people and the best customers. It all ties together,"
Glenne said, adding, "We can't pay these people as well as we'd like to, so
Glenne noted it's common to see one of his staff members pouring over a
let's make sure we're helping to enrich their lifestyle."
map with a customer, guiding him or her to suitable terrain. "A lot of times
"[We seek to] give our staff the opportunity to engage in activities that
we're the last people these folks talk to before going on their adventure,"
are part of the culture that our business represents," says Chris Howe, cohe said. "We're really close to what that person is going to do, so I find it
owner of the Trailblazer/Denali collective of outdoor stores. One way he
not only important that our staff knows the equipment and how to use the
does this: Each employee receives an annual $200 allowance for raceequipment, but also knows where to go and doesn't give bad directions."
registration fees. In addition, the six Trailblazer/Denali retail locations
It also helps to have a staff that's excited about the gear they're selling.
each have a monthly social budget of $25 per employee. In the past, stores
Sturtevants' emphasis on getting its employees out and active in the Sun
have used the funds toward stand-up paddleboard rentals, trampolineValley area in part serves to fuel employee excitement about the outdoors.
gym outings and staff lunches.
"We want to feed the stoke and feed the fire and have the staff excited to tell
When asked how much these efforts are worth to the store, Howe said,
personal stories because so much of what we're selling is fun and experi"Ultimately you don't really know." Even though the return on investment
ences," Glenne said.
can't be quantified, he added, "Our hope is that a combination of these acAnd at the root, these retailers and their employees agree, it's that fun
tivities with a variety of people will lead to a general trend that will make
and those experiences-not just the paycheck-that the outdoor indusour stores hopefully happier, more profitable, better run and more effitry is all about. O.R.
cient because everybody is working in the same
direction and people aren't just punching in
More Retailers Fueling the Stoke
and punching out.
WHILE SOME RETAILERS OFFER GRAND AFTER-HOURS EXPERIENCES, employees of
Arizona-based Summit Hut pays its employees

Quirky Perk: REI offers two extra paid days off annually, called "Yay Days," to give employees
more time to get outside and enjoy a favorite activity or help care for a natural space.
Buy Less: Portland-based online retailer The Clymb has an in-house Gear Library where
employees can check out equipment for their adventures.

Winter 2016 / OUTDOOR RETAILER 47

Outdoor Retailer - Winter 2016

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