Growth in the Outdoor Research line, and creation of a new booth to accommodate it, follows several years of reinvestment internally at the company. Moving into its eighth year of successive, profitable growth, Outdoor Research has grown its product development, customer service, marketing, IT and manufacturing teams with nearly 40 new positions at the company since Fall 2010.
Six new management-level positions in the product development department, along with a directive from CEO Dan Nordstrom to focus on developing best-in-class products using best available technologies, drove growth in the Fall 2012 line. That growth, along with an updated look for Outdoor Research’s wordmark and logos, drove the need for a new booth.“We wanted a booth that expresses who we are and where we’re going as a company,” said Outdoor Research Marketing Director Charles Lozner. “The flow of this design is very welcoming, and the entire feel is friendly. Like our product, it’s a great mix of functional substance, clean style and mountain town attitude.”
Created by BUILT Designs of Everett, Wash., and manufactured using board and batten construction by Greenspace of Hillsboro, Ore., the booth’s clean but rustic look is complemented by a reception desk topped with a slab of second-growth Pacific Northwest Douglas Fir. A two-story meeting structure at the back of the booth adds to the cabin-like feel and is again modeled after a traditional Cascadia lodge.
Outdoor Research wanted to have a living, natural element in the new booth, and integrated the use of living trees into the design. After the show, Outdoor Research will donate them to One Million Trees Salt Lake City, an initiative with the goal of planting 1,000,000 trees in Salt Lake County, improving the local quality of life. When the booth is dismantled, the trees – supplied by Copperton, Utah-based Progressive Plants – will be planted around Salt Lake City by Legacy Landscape Construction.
“Having healthy customers and a healthy environment are both crucial to our company’s success,” said Lozner. “Donating trees isn’t just the right thing to do – it’s representative of what Outdoor Research is all about.”
Learn more about One Million Trees Salt Lake City at http://milliontrees.slco.org/
About Outdoor Research
Based in Seattle, Wash., Outdoor Research designs and manufactures functional solutions for human-powered adventure. Outdoor Research offers technically innovative and superior apparel, headwear, handwear, gaiters, storage and shelter systems. Product testing and high-quality construction is backed up with OR’s Infinite Guarantee®. Outdoor Research enthusiastically supports the outstanding conservation, access, and educational efforts of a variety of organizations and encourages our customers to do the same. Outdoor Research – Designed by Adventure®. Learn more at OutdoorResearch.com.