Like it or not, trade show sustainability programming is a luxury—at least in comparison to immediate human health needs. And this year, it’s yet another thing the pandemic has put on the back burner. Though Outdoor Retailer has announced its return this August, pandemic protocols are still evolving. That’s according to Marisa Nicholson, senior VP of Emerald, which owns the show. “The situation remains fluid as we reevaluate safety considerations for events at large indoor venues,” she said in a statement. “Bringing the show back—and back safely—is the focus.”

Pre-pandemic, there was immense momentum across the trade show industry to reduce waste and become more sustainable, said Lia Colabello, managing principal at sustainability consultancy Planet+Purpose Solutions. At Outdoor Retailer Summer Market 2019, the show eliminated aisle carpeting, nixed plastic bottles from concessions, and installed water refill stations around the venue. And a Plastic Impact Alliance (PIA) project diverted 6,000 sample cups from the landfill and created more than 170 in-booth water stations. This year, the PIA cup project has been rolled back, and show-goers likely won’t see any other new initiatives from OR until after the pandemic ends.

As we go to press, OR intends to follow Centers for Disease Control and Prevention guidelines, requiring masking for unvaccinated individuals, said Lisa Ramsperger, show PR manager. That means disposable masks, as well as single-use food and beverage containers. At least the Colorado Convention Center’s recycling and composting receptacles should keep some of the waste out of landfills. And exhibitors can choose to use reusable cups during booth events.

Finding venues with eco-friendly infrastructure—like composting receptacles—is one avenue other shows are pursuing this year. When California gathering restrictions led Lodestone Events to relocate its ���ϳԹ��� ���ϳԹ��� Expo, a consumer event for overlanders, it chose the Utah State Fairpark in Salt Lake City in part because the venue already had green initiatives in place, said Lodestone Marketing VP Jessica Kirchner. Those initiatives include energy-saving light fixtures, refillable water stations, and water-saving faucets and toilets. Similar to the Colorado Convention Center, the Fairpark also offers composting and compostable packaging and utensils, and is near public transportation.

At Grassroots Connect, organizers plan to make their own changes this year: the event will shift from a trade show to a “buying and educational event” when it returns in November 2021, leaning more into the meet-and-greet aspects of trade shows and less into booths and displays. The switch will have a tremendous environmental impact, said Rich Hill, Grassroots’s executive director. A smaller show means fewer airline flights, and nixing booth walls and most displays will reduce waste, he said.

But for most shows, said Colabello, “Reducing impact is rarely as simple as it appears.” After all, successful sustainability initiatives rely on a network of partnerships that include the venue, show organizers, food and beverage and waste management vendors, and exhibitors. “With in-person trade shows roaring back, those goals are still there,” she explained. “But, understandably, an added layer of complexity with regards to regional health and safety regulations and disposable PPE may delay the more ambitious commitments to be single-use plastic free within the next few years.”

The Big Gear Show (BGS), which will hold its inaugural event in August, always planned to be zero-waste within three years of opening—though it may not look like it this year, said BGS trade show director Kenji Haroutunian, indicating the necessity of disposable food service wares. “But we’re still committed to our [three-year] goal,” he said.

Even if shows do fall short of their sustainability targets, brands can still take steps to reduce waste. One example: OR’s Digital Market platform helps brands eliminate waste from throwaway printed materials and allows digital catalogs to be updated in real time, Ramsperger said.

Brands can also use recycled and recyclable booth materials, like Nikwax has in the past, or buy carbon offsets for travel like The North Face. Right now, every little bit helps.

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Let’s be honest: When most people think of RV owners, they imagine 55-year-old retirees. In the past, that may have been accurate. But I’ve been an avid overlander for 20 years, and during the past few I’ve seen a wave of decidedly different, 30-something RVers.

And the trend is gaining steam: According to the Recreation Vehicle Industry Association (RVIA), sales of RVs have never been stronger. In fact, RVIA reports 41,509 new units shipped in September 2020 alone, a 31 percent year-over-year increase.

The interesting thing is that a lot of new RV owners are road trip novices. According to Neil Morse, the ���ϳԹ��� Van Expo series founder, many have either never been car camping, or haven’t car camped in at least a decade.

A combination of nostalgia, the social media glamour of the #vanlife movement, and the convenience of a socially distanced, hotel-free vacation have all combined to spark the recent RV boom.

For brands, this wave of novices is a gold mine. After all, they’re going to need a lot of gear.

Some companies have already taken heed. Goal Zero’s portable solar panels and lights put them on enthusiasts’ radars, and the brand has since expanded to vehicle accessories and mountable solar panels. Thule started with roof racks and boxes, then in 2018 acquired Tepui rooftop tents, and with it, tremendous access to the overland crowd. When Benchmade noticed RVers using their knives in recent years, they directed a portion of their marketing budget toward the segment.

Another key to reaching this untapped market of new RVers is establishing a presence for your store or brand at shows like ���ϳԹ��� Van Expo or Overland Expo, both of which have events scheduled in 2021. Your booth should reflect the variety of products you make or carry, leaving the audience with a clear idea of what you can provide. The goal? Prove you’re a one-stop resource for what overlanders need, from sleeping bags and tents to gadgets and portable stoves.

Next ���ϳԹ���, based in Portland, Oregon, has done just this, joining the other retailers and brands that exhibit at overlanding events, some of which were held outdoors as late as October 2020. “Our participation has encouraged RVers to visit the store or go online to see what we have to offer,” said Winter Sports Manager Ryan Slagle.

While retailers wait for big events to return post-pandemic, they can optimize their offerings. First, realize RVers are an affluent group that is brand conscious. (Rumpl blankets, BioLite camp stoves, and Kühl clothing are among Next ���ϳԹ���’s best sellers in this category.)

At the same time, RVers understand value. After all, new RV owners and overland enthusiasts often spend a tidy sum acquiring and preparing their vehicles. So, few will opt for a $200 folding shovel when there are others available for less.

Since outfitting a vehicle is a long process, it may take new customers several trips to your store to get everything they need. Readying my own Toyota FJ Cruiser took innumerable trips, and not just to have parts installed. I also frequented retailers to fully outfit my rig. Provide overlanders information and guidance as you would your regular outdoor clientele, and they can easily become some of your best repeat customers.

The other unique thing about RVing is that it’s often a long-term lifestyle—but not one tied to a particular sport. As your overland customers get into new activities, they’ll return to your store.

Overlanding is also a very close-knit community. RVers share where they buy their gear. Be that store, and you’ll grow alongside them for years to come.

The post The RV Craze Is Attracting New Customers to the Outdoors. Here’s How to Tap In. appeared first on ���ϳԹ��� Online.