Industry + Intelligence

Industry & Intelligence is SIA's educational platform, combining regional "Learning Labs" with our marquee event, Industry + Intelligence Day at the OR Show Show in January. These events are opportunities for the industry to get together for some of the most powerful and inspiring speakers and topics pertinent to our industry and your business.

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Kicking off on the day before the OR Snow Show each January, SIA's Industry + Intelligence convenes the industry for three days with some of the most powerful and inspiring speakers, sharing their knowledge to help our members strengthen their businesses. It's become a must-attend event for the industry for deep and worthwhile learning. All events take place at the Colorado Convention Center.

 

Tuesday, January 29th, 2019

9:00 a.m.- 10:00 a.m. Room 401
Navigating the Slippery Slope of Trade and Tariff
The panel will be comprised of snow sport small business owners, retailers, as well as related in-dustries including manufacturers who will share stories whose livelihoods are impacted by the current multi-faced trade war. The panel will also discuss how consumers may be impacted by tariff measures. The panel is part of a nationwide, grassroots effort called “Tariffs Hurt the Heartland” which is backed by over 145 of the nation’s largest trade organizations, representing thousands of agriculture producers, manufacturers, workers and consumers across the country. Given your support for trade and your concern over recent trade policy decisions, we welcome the opportunity for you to hear directly from local agriculture producers, manufacturers, retailers and consumers about the impact of these measures on the outdoor snow industry, consumers and our economy.

9:30 a.m.- 10:15 a.m. Room 405
Engaging the Consumer Both On and Off the Slopes: Why Experiential and Engagement Marketing are More Crucial Than Ever
   • Michael Jaquet & Jessica KunzerDragonfli Media Technologies
With decades of work in and out of the snowsports Industry, Dragonfli Media Technologies leadership Michael Jaquet and Jessica Kunzer will review some best practices from clients who are reaching consumers through activations and content mediums that allow for direct consumer-to-brand interaction and messaging. While new technology and communication vehicles exist, it’s still good old fashioned IDEAS that move the needle. Dragonfli will be presenting work that’s been done both inside and outside the snowsports industry utilizing on-mountain activations, content and distribution strategies, and experiential marketing and PR activities that worked for Burton and the U.S. Snowboarding Open, Clif Bar and their athlete and event programs, Bose and the Olympics, Facebook and their internal speaking events, and much more.

10:15 a.m.- 11:15 a.m. Room 401
The Snow Business at Retail – An Overview of Snowsport Sales & Trends
   • Bruce Dotterrer & Julia Day, NPD Group
• What’s Happening This Season?
• Channel Performance
• Sales by Category: Alpine, Snowboard, AT, Nordic, Apparel & Accessories
• What’s Hot This Season

10:30 a.m.- 11:15 a.m. Room 405
Next Generation of Consumer Buying Experiences
   • Ruben Martin, Quivers
Consumers continue to evolve their shopping habits and behaviors, purchasing products through a variety of channels and engaging with brands at different touchpoints. We will be discussing omnichannel concepts and hyperlocal fulfillment examples, identifying what's important for outdoor and winter sports brands. In addition, we will show how brands are connecting different channels to maximize sales efforts and creating a better consumer experience.

11:30 a.m.- 12:30 a.m. Room 401
How Digital Assistance Works For Google, For Your Business, And For The Consumer
   • Tom Wykes-Sneyd, Google
   • Klint Rudolph, The Xcite Group
Machine learning doesn't just effect how people find products; it's helped Google to reduce carbon emissions at data centers by 30% in just one year. That same technology is starting to interact with everything we do, from how we search on our phones to what we ask our smart speakers to find for us. In this presentation, we will explore new ways Google is using machine learning and AI to help businesses grow with a focus on getting us closer to where we all want to be: outside.

11:30 a.m.- 12:15 p.m. Room 405
12 Steps to Obtaining Retail WEALTH
   • Dan Holman & Scott Smith
Canadian Retail Solutions
Award winning retail coaches Dan Holman and Scott Smith share their 12 key steps to obtaining retail WEALTH. Take this step-by-step journey as we reveal the strategic plan that takes your stores to the next level and transforms your business into a Winning, Energized, Admired, Lean, Tenacious and Happy organization.

12:45 p.m.- 2:00 p.m. Room 401
Honoring Industry Icon, Klaus Obermeyer (Lunch Served)
Fueled by his boundless passion for the outdoors, Bavarian-born Klaus Obermeyer founded renowned ski apparel brand Obermeyer in 1947 out of Aspen, Colorado. Klaus, (an Icon Revealed on Outside TV) in his true entrepreneurial spirit, designed technical ski clothing and hardgoods when few people were skiing. Aside from his industry accomplishments, Klaus is known for his contagious enthusiasm, endless energy and positive attitude (as well as his iconic yodels). His employees and industry insiders often use the phrase “Be Like Klaus” which comes as no surprise if you’ve ever had the opportunity to meet him. Seats are limited, first come, first served.

2:00 p.m.- 2:45 p.m. Room 405
Purpose-driven Marketing for Outdoor Brands
   • Nick Eber, IMRE
Today’s Earnest Marketers aren’t focused on taglines, or marketing jargon, or even humble deference to their customer. They are quietly showing their true colors and building a new form of brand equity. And they’re doing it not only because their audiences demand it, but because they would otherwise be pulled in too many directions and do too many things in an attempt to be everything to everyone, at the expense of making real impact. Learn why Earnest Marketing matters more than ever, see what’s working - putting your purpose in action - and how it’s earning trust with today’s consumer. Nick Eber, imre, will present the case for Earnest Marketing and facilitate meaningful dialogue with a few purpose-driven brands who are leading the outdoor retail industry to find out why it’s working for them.

2:15 p.m.- 3:15 p.m. Room 401
Managing the Gap: How Successful Retailers can Bridge the Digital Divide and Create Emotional Connection with Omnichannel Consumers.
   • Kristen Carpenter-Ogden, Verde Brand Communications
   • Paul Paradis, Sezzle
   • Peter Kearns, 180 Commerce
   • Teddy Schiavoni, Summit Ski & Snowboard
Welcome to the digital divide facing retailers. It’s defined as the gap between consumer demand for digital experiences and retailers’ current capabilities to provide such experiences. In 2019, successful retailers will need to commit to a continual quest to meet their target consumers on the channels they prefer, with what they want, at the time they’re there. Amazon continues to define the consumer experience. Convenience, selection and price are being trained into Amazon shoppers daily (over half of all product searches now start on Amazon; and upward of 60% of all U.S. households are now Amazon Prime members).
To win the hearts and minds of today’s connected consumers, specialty brands retailers will need to offer a proprietary experience blend driven by meaningful story and cause woven through both brick-and-mortar and digital presences. It's the only way to vie for today’s consumers' trust, attention and ultimately, loyalty. To be able to compete, retailers must develop capabilities to manage the gap from the digital divide while concurrently creating meaningful brand experiences that can only happen at specialty.
This panel will give them the tools and insights to do just that.

  • Understanding the expectations of today’s omnichannel consumer and how to meet the consumer on their preferred channels
  • How to create emotional engagement that sticks today (we can still own story and cause at specialty, but these powerful components of brands still must be delivered across the digital divide)
  • What last-mile opportunity will look like in 2019 (exploring today’s digital 'control towers' that align consumer demand and expectation, and ultimately, influence where consumers will actually acquire/buy products)
  • Solutions that can deliver tech capabilities to retailers, ultimately leveling the playing field (will include transparency into digital supply chain as well as beacon technology)

3:30 p.m.- 4:30 p.m. Room 401
Sustainable Transparency No Longer Optional: Turning Difficulty Into Opportunity
   • Kevin Myette, Bluesign
There are as many myths about sustainability as there are clear actions. There are so many paths to follow, so many acronyms, buzzwords, certifications, multi-stakeholder initiatives… it is hard to know which ones are best for my organization. One thing is becoming very clear—becoming more transparent about your product and supply chain is no longer optional. Whether it is because you need to know more about challenging chemistry which is becoming regulated and yes, in your product, being aware of challenging and often inappropriate working conditions for those making your materials and product, or simply engaging with consumers on their growing expectations on your sustainability strategies. Certainly the first step is simply learning more about your manufacturing partners and the origin of your materials. The truth is there are more things you don’t know about them than what you do. In the end, sustainable business practices are simply good business practices for you will discover all sorts of opportunities for efficiency and building a much more robust supply chain.

4:00 p.m. - 4:45 p.m. Room 405
Digital Content Strategy for the New Outdoor Era
   • Harriet Riley, Nemo Design
There’s a 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.

4:45 p.m. - 5:00 p.m. Room 401
SIA Spirit Awards sponsored by  
Four outstanding members, in each of the four categories: Supplier, Retailer, Rep and Rep Organization, will be recognized during Industry + Intelligence at this year’s OR Snow Show. Selected by SIA staff, individuals will be acknowledged for their efforts in support of SIA and its mission. In the spirit of keeping things fun, winners will receive the first annual 10 Barrel tap handle award and a six-pack of beer!

5:00 p.m. - 6:00 p.m. Room 401
Industry + Intelligence Happy Hour sponsored by 

Wednesday, January 30th, 2019

7:15 a.m. - 8:45 a.m. Room 401
ORSS Kickoff Breakfast: A New Era Of Collaboration
2019 is the year of collaboration! In order to address important issues, position our industries for success and continue to innovate for the future, industry-wide collaboration is paramount. Join us for the ORSS Kickoff Breakfast on Day 1 to hear about how collaboration is a guiding principle for all of us in 2019. Don't miss out on historic announcements and an important discussion about climate change. >> RSVP on Facebook!

Climate Discussion: Innovative Business Action to Address Climate Change
How the winter sports, outdoor and resort industries along with elected officials are embracing innovative business solutions to address climate change.
   • Patricia Campbell, President, Vail Resorts

   • Phil Weiser, Colorado Attorney General
   • Jon Goldin-Dubois, President, Western Resource Advocates
   • Cam Brensinger, Founder & CEO, Nemo Equipment
   • Matthew Banks, Associate Director, Energy & Sustainability, Navigant (Moderator)

12:00 p.m.- 1:00 p.m. Room 401
Advancing Your Climate Strategy: Emerging Best Practices for Emissions Reduction in the Supply Chain
For organizations striving to be leaders on climate, the foundation of a solid climate strategy includes setting transparent goals and implementing an array of practical emissions reduction strategies. As manufacturers, the bulk of our emissions are deep in the supply chain where we have less leverage and challenges with measurement. How do we work together to address the impact of our materials, invest in emerging renewable energy markets in the areas we source from, and engage with our consumers? This session will look at emerging practices to assess and reduce scope 3 emissions, including industry collaboration around energy efficiency, renewable energy procurement and investment, land use strategies, and examples of how a few outdoor industry companies are working to better understand and reduce their own impact.

1:00 p.m.- 2:00 p.m. Room 405
Must-Haves for a Successful Sustainability Strategy
   • Nikki Hodgson, OIA
Do you know what it takes to make true progress on your company’s sustainability efforts? Come and learn what every brand needs in order to establish or evolve its sustainability strategy. Leave with a better understanding of the tools available to help you identify the issues that matter most to your business, gain deeper transparency into your supply chain and materials, and plan for action. Plus, we’ll share our favorite hacks for designing and executing your sustainability game-plan for small to mid-sized brands.

2:00 p.m.- 3:00 p.m. Room 405
Succeeding in Modern Day Retailing
   • Vincent Pao, Rain Retail
Technology has forever changed the way people shop. Today, the pre-purchase shopping journey takes many twists and turns as consumers move from clicks to bricks with relative ease to browse and buy. While convenient for shoppers, it's becoming increasingly harder for retailers to know exactly where and when consumers begin their search and how they can be a part of the shopper’s journey in the moments that matter most.

Thursday, January 31st, 2019

7:00 a.m.- 9:00 a.m. | Room 401
U.S. Retail and Consumer Trend Presentation 
   • Julia Day & Matt Powell
, NPD Group
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.

10:00 a.m.- 11:00 a.m. Room 405
Content Marketing for the Outdoors
   • MJ Legault, Origin Design & Communications
In this session, we'll discuss the problems that many of us are encountering with our content marketing. Some of these problems have to do with the steady diet of content — some of which we can all admit is junk — that we are force feeding our customers with. Beyond content overload, however, we’re also going to talk about what we all need to do now that our customers are stuffed full, and the world’s social media channels have forced us onto a diet by changing their algorythms. We'll look at post-content marketing era strategies we’re seeing emerge, and examples of brands applying them successfully.

12:00 p.m.- 1:00 p.m. Room 401
State of the Rockies and Conservation in the West: A Discussion of Bipartisan Issues and Opinions in the Rocky Mountain West
   • Alex Boian, OIA
   • Maite Arce, Hispanic Access Foundation
   • Jon Goldin-Dubois, Western Resource Advocates
   • David Metz, FM3 Research
   • Jennifer Rokala, Center For Western Priorities
   • Lori Weigel, Public Opinion Strategies
   • Corina McKendry, Colorado College
Debate about outdoor recreation, conservation on public lands and energy development and the trade-offs of each is ongoing across the nation. Join Outdoor Industry Association, Colorado College, the Center for Western Priorities and two of the nation’s leading pollsters for the release of the renowned 2019 Conservation in the West Poll and a discussion of the evolving opinions and priorities in the land management conversation in the West.

1:30 p.m.- 2:15 p.m. Room 405
Digital Transformation and Your Business: 5 Prerequisites
   • Matt Nakari, Centric Software
Join Centric for a discussion of the Business, Process, Data, Culture and Discipline needed to ensure the success of any Digital Transformation project.  Key factors to look for in your organization to determine if you are ready to make the leap.

3:00 p.m.- 4:00 p.m. Room 405
A Call to Action: Corporate Engagement and the Outdoor Industry
   •
Josh Chaitin & Julie Hootkin, Global Strategy Group
There is a growing call to action among Americans who continue to believe corporations have a responsibility to speak out on political and social issues. Their expectations reflect the vast changes in the political landscape over the last few years, and companies are playing a leadership role in taking a stand on these issues. Today’s environment demands commitment, engagement, and in some cases, activism from companies to support their internal and external stakeholders and help bring about long-term success. Global Strategy Group (GSG) has been tracking corporate engagement for over two decades, and for the last six years has condensed their findings into its annual Business & Politics study – now widely-recognized as the authoritative voice on this issue. This presentation will feature brand new data from the sixth annual study, and how it specifically relates to the Outdoor Industry.

Friday, February 1, 2019

7:00 a.m.- 9:00 a.m. Room 401
Camber Outdoors 2019 Thought Leader Keynote
   • Wendy Yang, President, Performance Lifestyle Group
Amy Roberts, Executive Director, Outdoor Industry Association
   • Kim Miller, CEO, Scarpa
   • Jim Weber, President and CEO, Brooks Running
Join us for the 2019 OR Snow Show Thought Leader Keynote: A Conversation with Wendy Yang, President, Performance Lifestyle Group - Hoka One One, Teva, Sanuk; Amy Roberts, Executive Director, Outdoor Industry Association; Kim Miller, CEO, Scarpa; Jim Weber, President and CEO, Brooks Running. 
The active-outdoor industries are at the leading-edge of prioritizing workplace equity that accelerates equity as a strategic business imperative. Camber Outdoors' four panelists are at different places in their journey as individuals and business leaders. The Thought Leader Keynote will provide a forum for them to share with other leaders and influencers their insights, lessons learned and the evolution of the Camber Outdoors CEO Pledge.

12:00 p.m.- 1:00 p.m. Room 405
The Thrive Outside Imperative: Why Investing in Outdoor Participation Now Will Pay Off Later
   • Lise Aangeenbrug, The Outdoor Foundation
Constance Beverley
, Share Winter Foundation
Seth Ehrlich
, SOS Outreach
Loretta Pineda
, Environmental Learning for Kids (ELK)
Are you concerned about the future of outdoor participation? Come to the Outdoor Industry Association Industry Lunch to hear from the Outdoor Foundation and SIA about current participation research and data; the challenges and opportunities organizations like Environmental Learning for Kids, the Share Winter Foundation (SWF) and local Colorado SWF grantee SOS Outreach face in getting more kids and families outside; and what your company can do to support the industry’s future.
The Outdoor Foundation, the philanthropic arm of OIA, will also describe their new approach for investing in local nonprofits to increase participation through Thrive Outside Communities. The Outdoor Foundation’s Thrive Outside Communities are local collectives of regional nonprofits, neighborhoods, national organizations and outdoor industry brands and retailers that will be selected from cities across the country. Please arrive early, as all lunches are first come, first served.

Archive:  Watch the 2018 Industry + Intelligence Day Presentations

To view all the presentations and speakers from 2018's Industry & Intelligence Day, click HERE.