The idea was to create a first-of-its-kind gathering of outdoor community, culture and business. The governor loved the idea and so did the city of Denver.

The organizers hit a home run when they signed up a media gorilla Outside Magazine as the title sponsor. Outside anchored the authenticity and credibility needed to reimagine an outdoor jamboree from a modern point of view. Robin Thurston, CEO of Outside Inc. nicely summed up the vision, “The outdoor industry has long lacked a major annual gathering where consumers, athletes, brands, creators, and filmmakers can come together in one place to network, debate ideas, develop policy, see new gear, and celebrate our collective passion for adventure.” That is a great mission statement.

The venue was the next big win. The Outside Festival took place in Civic Center Park, the pride of early 20th century Denver. A beautiful and historic park, it is bordered by the famous gold domed capital building, the US Mint, the old Denver library and the Denver Art Museum. The park is close to downtown and well-served by public transit.

The Outside Festival schedule started with the Friday before being set aside for outdoor industry meetings and hobnobbing with local politicians and thought leaders. Saturday and Sunday were consumer oriented and featured a solid lineup of bands on the festival stage, the screening of 20 films at the adjacent art museum and two dozen inspirational speakers sharing their stories with packed audiences. Directly in front of the capitol The Big Gear Show featured about 100 outdoor brands and local retailers in display booths where the public could check out the latest and greatest gear and buy it on the spot. Sprinkled across the large park were a dozen different activity zones showcasing climbing, biking, wellness and adventure travel. There was even a picnic zone.

Attendance was outstanding. While Outside provided the media power to draw in attendees from far and wide, the organizers focused on low ticket prices for the general public and getting as many free passes as possible into the hands of Denver’s disadvantaged neighborhoods. It worked as 18,000 people came through the gates over the weekend, almost double the expected number. The crowd was diverse, young and excited about celebrating an outdoor lifestyle. Surveys showed 80% of them plan on returning next year.

The Outside Festival has put together the outdoor industry’s puzzle pieces; entertainment, education, experience and commerce. The event’s combination of trade show, music festival, film festival, TED talks and a touch of carnival fits the industry’s personality perfectly. Today the outdoor industry finds itself in a position where it needs to pass on shared values to an ever growing group of new participants. What better way to do that than spending time hanging out together. n

Disclaimer: Mr. Gray believes everywhere is a picnic zone. The publisher may not share in his opinion or choice of sandwiches.