Mixing it up in NYC

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Pro riders Jeremy Jones and Forrest Shearer with US Water Polo team members Jessica Steffens, and Heather Petri

Question:  What do pistachios, water polo, Jeremy Jones, Olympic medalists, fashion models and Mt. Everest climbers have in common?

Answer:  Backbone Media.

A couple weeks ago we hosted our semi-annual showroom in NYC. It was our most eclectic event to date, and definitely the most fun.

Participating brands included SmartWool, Jones Snowboards, Black Diamond, Polartec, Eddie Bauer, POC, Klean Kanteen, REVO, Gerber Legendary Blades, Horny Toad, Glamourpuss NYC, MIPS and American Pistachio Growers. A diverse mix for sure.

Scott Rolfson shows off the latest from Klean Kanteen

In addition to exhibiting brands, we also had a myriad of special guests at the event. Team USA Water Polo gold medalists Heather Petri and Jessica Steffens represented pistachios along with USC director of nutrition, Becci Twombley. Snowboard pioneers Chris Klug and Jeremy Jones were on hand promoting the new TGR movie Further and the Chris Klug Foundation, respectively. Glamourpuss had a Ford model at their booth. Eddie Bauer brought professional mountain guide Melissa Arnot, who just became the first woman to summit Everest four times.

Guide Melissa Arnot and Molly McWhinnie from Eddie Bauer show off the latest apparel and gear to Dan Tower.

Joe Brown from Gizmodo with Fielding and Olympic snowboarder Chris Klug

Like our diverse portfolio of clients, most of the guests at our showroom came from very different places. But in addition to attending our event, they all had something else in common—they all have a story to tell–just like the brands we represent. So, it was awesome to watch water polo players interact with big mountain snowboarders. Or one of the country’s leading nutritionists connecting with one of the country’s best alpinists. And it was certainly fun watching some of the guys trying to connect with the fashion model.

When you add in over 50 journalists who attended the showroom, you get a super successful event. That’s a story worth telling.

Thanks to all who helped make the event happen and everyone who attended.

Posted in: Backbone Adventures, NY Times

Media Trip to the Middle Fork of the Salmon

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Coming out of a summer almost no rain and far too many threatening wildfires, especially in Idaho, we were a bit leery about leading six journalists to the Middle Fork of the Salmon for a cast and blast trip with Far & Away Adventures. Luckily, the smoke came and went (and then came again), but the casting and the blasting were both out of this world!

Last week, Nick Brosnan and Kara Armano met Chris Solomon (freelance), Rachel Sturtz (freelance), Kristyn Brady (Field & Stream), Tom Bie (The Drake), Andrew McKean (Outdoor Life), and Ryan Krogh (Outside) in Boise where the trip started with a backcountry flight into the Frank Church – River of No Return Wilderness (yes, we returned amazingly enough!)

Smoke blanketed the valley and river below us

Once we landed, we loaded everything up, had a quick riverside lunch and set off. Half went fishing with their best fly fishing rods and the other half chased and shot chukars for the afternoon. We got to camp, tapped the keg and got to know each other a bit better before finishing the night off with perfectly cooked salmon steaks, wine and a riverside fire.

The smoke cleared as we landed – a beautiful night!

Waking up to the smell of smoke and and a hazy yet blazing red sunrise was a bit ominous – especially since we could see large plumes from nearby fires – but without much hesitation we loaded up and floated down the river to more great fishing for native cutthroats and even some bull trout. A quick stop to see ancient pictographs added to the area’s remote beauty. More chukars and plenty of fish kept us all entertained, but the highlight of night two was Loon Creek Hot Springs. After a quick mile hike, we were soaking, with beers in hand of course, in a pristine environment.



 

 

 

 

 

Day three brought warmer weather, perfect for backflips off the raft and over 100 fish for some of us. Combining hunting and fishing was a first time experience for a few of us, and the guides were happy to let everyone try a little of both.

Rachel Sturtz, Rebecca Peters and Kristyn Brady getting ready to hunt chukars

One last night of camping on the banks of Camas Creek found every person on the trip becoming fast friends with promises to get together again to hunt and fish. One pair even made plans on https://enjoymexico.net/top-mexico-destinations/ from their phones and will be linking up later in the year for a different setting, what a successful trip just on that note alone.

Heading towards the takeout at Flying B Ranch, we were all a bit subdued recognizing the trip was almost over.

The thought of one more backcountry flight was thrilling enough to keep us all in high spirits (until we had to divulge our weight to the pilot). After a few questions of whether we’d make it out or not due to smoke, almost all of us were quick to volunteer to stay behind and hunt and fish just a bit longer. As the plane engines roared, we all had our fingers and toes crossed that no one was dishonest about their weight. In the very capable hands of our backcountry pilots, we made it back to Boise just in time to catch our flights back to the real world. That trip really inspired the lot of us so I decided to get a copy of the Outdoor Empire spinning reel buyer’s guide for each of us, send out a mass communication inviting everyone again next year with some new gear and new stories.

A huge thanks goes out to our brands that made this trip possible: Eddie Bauer Sport Shop, Revo, fishpond, Beretta, SmartWool, Big Agnes, Black Diamond, Boa, Polartec, Sage, Redington, RIO, Mophie, Trimble Maps, and Gerber. Without their support, amazing trips like this would not be possible!

Check out all that gear!

Floating and fishing

Posted in: Backbone Adventures, Fishing, Hunting, Trip Reports

Backbone Celebrates 15 Years

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We are not super good at looking back. Yet hitting the 15-year mark has brought some reflection. By no means is this an Oscar acceptance speech, yet there are many who deserve thanks for believing in us and pushing us forward. Clearly our best days are still ahead.

Backbone Holiday card circa 2004

Backbone’s name comes from an insult.
In 1997, Lisa Raleigh who co-founded Backbone, and I were debating possible company names, if we should even launch into the unknown and leave our jobs at Climbing Magazine. I had just had my first child, Chapin, and my entrepreneurial spirit was wrestling with reality.

“Come on noodle boy,” she implored. “Get some Backbone.”
And there you have it. Thank you Lisa for that profound statement. It clearly has had a direct and positive impact for the past 15 years.

Bi-annual cattle drive by Backbone offices

Backbone launched in a 250 square foot basement cell block, with 2 phone lines and a fax machine. The internet was just coming onto the scene. We and all of Carbondale had dial up. To our initial clients- Steve and Brooks West from Boreal, Bill Supple from Wild Country, Mike Call from Pusher, and a start up named Cloudveil run by Steve Sullivan and Brian Cousins – GRANDE GRACIAS.

Week #2, John Bouchard, who was running Wild Things, called us and flatly stated “I don’t exactly know what you guys are up to, but I want in.”

Nate Simmons joined us as a partner, cutting short a trip in the Himalaya to get a piece of nothing. In typical Backbone micro/macro form, we listened to our clients and focused on where we could have an impact, operating on a mix of well played themes: ‘do anything as you do everything’ and ‘people overestimate the change in the next 2 years and underestimate the change in the next 10’.

Nate lobbying for best place to work status

Chris Grover from Black Diamond brought us on to help with Bibler tents and the first AvaLung. Our first meeting with Bill Gamber from Big Agnes was in the back of a gas station off I-70 in Wolcott. Jeff Bowman and Carol Valianti from Polartec wanted a small focused agency who were believers in their products. Thank you to all three companies for your continued support.

In those middling years we placed gear on magazine covers, TV and Backbone employees on billboards. We’ve survived client bankruptcies and IPOs. We’ve worked for non-profits (currently Big City Mountaineers, Protect Our Winters and 1% For The Planet) and been pegged for perhaps coining the term softshell.

In 2005, Greg Williams joined Backbone to strengthen our media planning, buying and research, becoming a partner in 2009 as business flourished. Today, we are sad to report we can no longer conduct annual reviews on the Ajax gondola in 14-minute segments like we used to. With 30+ employees our legs can not handle that many top to bottom laps.

Greg and Carolyn Williams

Backbone currently represents over 35 clients globally in the active lifestyle space. We have satellite offices in Jackson, WY and Denver, CO with core competency in outdoor, snowsports, hunting and fishing, tourism and the beer markets. We buy $20MM in media annually.

We’ve been fortunate to ride the tides of public relations, social, media planning and research while harnessing creative thought and progressive campaigns in active lifestyle.

Looking back, there have been harrowing times of stress and sketch-iness. We’ve won awards, driven a lot of nights through snow storms, survived tornadoes, shared big laughs and real adventure with a cast of characters inside Backbone and with our friends both in the media and the brands we represent. What is most important? The friendships and community we are a part of. Even better is that this network continues to grow and evolve.

So to all our clients – former and current, employees, and friends of Backbone – THANK YOU FOR 15 GREAT YEARS and see ya out there!

Penn Newhard

Backbone Summer BBQ 2012

 

Posted in: Backbone Adventures, Holy Sh*#!

Extra Innings: Video, Print, Social

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PR is like baseball. Hours of semi mundane fundamentals that truly make up the strength of a team and then some rare and overly exciting moments that determine success or failure. At Backbone we are diligent about the fundamental and executional aspects of our job. We do our research, watch and listen, focusing on the fundamentals, all the while waiting for a chance to come up big in extra innings. It is that extra effort that makes the difference.

Here’s a quick summary of three extra innings/projects that we have been affiliated with recently that span video, print and digital.

Teresa Kellett from Sprint and Dom Sagolla from Chaotic Moon were recently featured on Fast Company’s 30 Second MBA. We all met at the GOAT, a Gathering of Artists, Athletes and Technologists in Jackson over the last few years. Fun to see their opinions on the culture of creativity.

Peter Metcalf from Black Diamond Inc. sent us an early holiday present: Utah’s Wasatch Range: Four Season Refuge. For anyone who has climbed, hiked or skied in the Wasatch this book conveys the vital nature this patchwork of public and private land has on the Greater Salt Lake area. Published by Utah based photographer Howie Garber with articles from Mayor Ralph Becker, Brooke Willams, Representative Jim Matheson and Andrew McLean, the book combines thoughtful essays on the delicate balance of the central Wasatch and the perils of loving a place to death. Don’t be fooled by the stellar wildlife photography and germane coffee table feel; a close read of the content prompted Snowbird to refuse to sell the book at their resort even though it is in the heart of Little Cottonwood canyon.

Howie Garber’s book Utah’s Wasatch Range: Four Season Refuge

With the USA Pro Cycling Challenge rolling through Aspen, Something Independent partnered with Whole Foods to interview Backbone on a Local’s Take on race day. Check it out! And congrats to Tejay who took home the stage at Crested Butte on Tuesday!

Posted in: Backbone Adventures, Biking, Interesting Read, Videos

Backbone Voted Top 100 Best Places to Work

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In the most recent issue of Outside, Backbone is listed as one of top 100 Best Places to Work alongside a few of our clients: Boa Technology, SmartWool, Horny Toad, and New Belgium Brewery. Here is what they had to say: view on outsidemag.com

Location: Carbondale, Colorado
Number of Employees: 31
Digs: Large open work spaces and a huge gear room stocked from floor to ceiling with the latest outdoor products from the 40-odd brands Backbone represents.
Culture: If you’re an elite skier, mountain-biker, climber, backpacker, runner, or fly-fisherman, but don’t quite have the inclination to go pro (and live a dirtbag existence), chances are you’ll fit right in. More often than not you’ll find employees working in running clothes or a bike kit after just returning for a lunchtime run or ride. Backbone has a standing rule that employees can ski (or cycle or fish) in the morning as long as they return to the office by mid-day to get their work done. And as media representatives for many of the most recognizable brands in the outdoor industry, employees also have access to outdoor gear that everyone is encouraged to demo (product research).
Sweet Perks: Yearly all-staff charges (Backbone staffers don’t “retreat”) —camping in the summer and backcountry skiing in the winter. Plus, there’s a kegerator stocked with New Belgium beer (one of the brands they represent) and a fleet of New Belgium cruisers to get around town.

We are thrilled to be a part of the roundup, and yes there are some incredible athletes under the Backbone roof, but working here is about way more than free gear and lunchtime bike rides. I polled the staff on their favorite things about Backbone on and off the clock. I created a bar graph to sum up the top responses.

That about sums it up. :-)

Beyond the obvious, our team had some more serious recommendations for why you should work here.
1) CLIENTS– My college professor used to say “A lemon is a lemon- no amount of glitter will help.” Nothing is better than good product. We are lucky to have clients who are constantly innovating and pushing the limits of what is available in the industry. They keep us on our toes, give us great stories to tell, and become friends off the clock as well. When you are talking about your clients every day, all day, this makes all the difference.
2) CROSS POLLINATION--(no not like that..) We manage social, PR, and media for our clients as well as doing a large amount of marketing consulting, and a range of other assorted consulting so there is always something new to learn to strengthen your personal skill set and mix things up.
3) BACKUP– There is always someone to cover you if clients need help and you are out of the office, on vacation, etc. so you can relax, turn your phone off and know that things are being handled.
4) GOOF FACTOR– some offices are serious and we are very serious about our work. We work our asses off in fact, but when you’re cranking on work and a bit stressed, this is one of the funniest groups of people you could hope to share an office with.
5) PROPS– We work hard and people notice- there are lots of high fives both inside and outside of our office for our hard-earned successes. Backbone generates over 2.5 billion impressions annually for our clients, we buy over $20 million in advertising annually, we have run over 30 social campaigns this year, and we manage a unique suite of services for over 50 industry leading brands in the active lifestyle, hook and bullet, travel, and beer markets. We are very proud of the reputation that we have built and stand behind the work that we do.

Thanks so much to Outside for recognizing us in this issue, we are going to go drink some Fat Tire, and play some ping pong to celebrate.

Posted in: Backbone Adventures, Interesting Read, Outdoor Industry News, Social Media

Don’t Call it a Retreat

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When I started working at Backbone over five short years ago, our bi-annual get togethers consisted of eleven of us having a small BBQ at a partner’s Carbondale home. Good food, sparkling dinner conversation (lots of jokes about how young and naive I was…) and PR State of the Union discussions.
Ahhh how times have changed.

At Backbone, the word “corporate retreat” makes us all twitch a little bit and one intern actually broke out in hives a few years back when those words were spoken. Penn told us recently that we were not allowed to call it a retreat. “We do not retreat at Backbone,” he said, “we charge.”

Well, in the past few years, and in response to a growing staff, development of new media departments and the creation of satellite offices in Jackson and Denver, we all agree that face-time, and company-wide get togethers are more important that ever to ensure a unified “charge”.

Considering our company’s addiction to the early adoption of any and all i-products, getting off the grid also becomes paramount. For a company based on a work hard, play hard philosophy, it is essential that we have at least 48 hours of un-interrupted time to share a beverage or two, hit the river and the trail together and make sure that we all spend enough time with the other 30+ members of the staff to uncover some of our finest personal skills which may never find their way into an RFP…

What we found this past week was a veritable cornucopia of freak flags, red flags, jazz choir histories, poor facial hair and haircut decisions in the mid 90’s, impressive first jobs (TCBY, Donut making), plastic baby launching talents, slow-cooking culinary prowess, glow stick dancing, remarkable fireproof-ness (accidental), SUP racing dogs, bocce ball balancing skills, a shared love of inflatables, freestyle margarita making skills and a company-wide borderline contractual agreement to only sit in the chair one may or may not have personally brought on the trip. Real resume builders.

Location: Twin Lakes, CO (which is conveniently now for sale- not sure if it hit the market before or after we were there…)
Attendance: 3 Partners, 28 staffers, 7 dogs, and one very scary plastic baby.
Takeaway: We are well positioned for another successful year as the leading agency in the active lifestyle industry, and are equally well positioned to start a traveling circus.

Posted in: Backbone Adventures, Climbing, Colorado, Fishing, Musings, Trip Reports, Uncategorized

Crossing the Divide

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Walden, Colorado, population 734, has never ranked very high on my must-see list, much less so on my must-ride-my-bike-to list. But last week I did just that, and I have to say Walden is pretty darn nice, and it proved to be a perfect stop on the inaugural Tour de NorCO bike ride.

Earlier this year, Emily McCormack (the much cuter and less hairy spouse of Mike McCormack) proposed a media bike ride connecting Steamboat and Ft Collins, two communities for which she handles the PR. With our clients in Steamboat—SmartWool, Honey Stinger, Big Agnes and Boa—as well as New Belgium in Ft. Collins, we were eager to participate. Our friends at Moots in Steamboat offered to provide handcrafted titanium steeds for the group. The good folks at Iconic Adventures would handle the ride support.

After a few months of planning, the ride kicked off from the ‘Boat early on Monday morning and headed straight for Rabbit Ears pass, the first big test for the group. Almost all of the writers on the trip came from sea level and riding across the Continental Divide at 9,426 feet is no small feat. But, riding silky smooth Moots bikes, wearing Boa-equipped Specialized S-Works shoes and SmartWool PhD socks, the group cranked up the hill with ease…and then hammered on for another 40+ miles to the small town of Walden. There, our spandex-clad posse joined the only other people in town, a Forest Service wildfire crew and a group of roughnecks from Haliburton, for lunch at the the Antlers Inn. Appetites were big and the food was great.

From Walden we hopped in the Iconic van and shuttled to Devil’s Thumb Ranch near Granby. After another big, delicious meal and too few hours in the lodge’s luxurious beds, a 5am wake up call on Tuesday saw the group prepping for a big day in the saddle—across the Continental Divide again and up the highest continuous paved road in the country, Trail Ridge Road in Rocky Mountain National Park.

We loaded up our pockets with chews, gels and waffles from Honey Stinger and then started the ride right from the visitor center at the park entrance, which included a brief lecture from a park ranger (ride single file, watch out for moose). Once again, the group did not fail to impress as everyone climbed almost 5,000 feet to a summit of 12,183 feet. There were cheers (and a few tears) at the top and then we all bombed down to lunch on the other side of the pass.

Cristina Goyanes all smiles, making it look easy at 12,000 feet

Rachel Sturtz strikes a pose near the summit of Trail Ridge Road

Chris Solomon unpacked his suitcase of courage, rode on the rivet and danced on the pedals to the top of the pass.

Smiles at the summit

Larry Olmsted, Ian, Christopher Solomon and Kari Bodnarchuk

From there, I headed home in the Moots Sprinter van while the journalists continued on to “Fort Fun” where plenty of New Belgium beers awaited them. The planning for next year’s ride has already begun.

The indefatigable Cathy Wiedemer from Moots

Posted in: Backbone Adventures, Biking \ Tagged: , , , ,

Backbone in the Big Apple

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“Any proper trip to NYC should start with dinner a real Italian pizza joint.” Or so says John DiCuollo.  To kick off our annual spring media trip to the Big Apple, JLD pointed us to Arturo’s in the West Village.  Delicious, coal oven pizza pies with clam and lobster toppings set the tone for another great trip to NYC for Backbone.

This year we found a new penthouse in mid-town for our showroom and it was beautiful inside, with floor-to-ceiling windows affording incredible views of the city. Twelve of our brands participated: Black Diamond, BOA, Eddie Bauer, Horny Toad, Gerber, Gregory, La Sportiva, Newton Running, Polartec, POC, REVO Sunglasses and SmartWool.

Unfortunately on Wednesday, the day of our event, Mother Nature delivered us a steady stream of rain. Undeterred, media from a wide range of outlets braved the elements to attend. Everyone from tech-focused publications like WIRED and Popular Mechanics, to producers from Good Morning America and Outside TV, to travel writers from Travel + Leisure and Sherman’s, to fitness editors from SELF and Shape joined us.

The event was a big success and we’re already looking forward to our next one in the fall. Thanks again to everyone who attended; we look forward to seeing you again soon!

Here are some photos from the showroom:

Mike May shares a laugh with pro quidditch player and freelancer Eric Hansen

Peter Whittaker shows his robot dance moves to freelancer Tom Foster and Sarah Hubbard

Dax Kelm shows off the latest POC offerings to freelancer Peter Koch

Penn Newhard talks with freelancer Stefani Jackenthal and Brianne Bates from Revo

The Backbone crew celebrates another successful event in the city

Posted in: Backbone Adventures, Trip Reports \ Tagged: , ,

Backbone POV

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What would you do if someone handed you a Shift beer and told you to get up in front of 60+ filmmakers, athletes, writers, podcasters, bloggers and marketing directors to moderate a discussion on emerging media?

Emerging media elicits different responses from everyone, Shannon, Jimmy and DC

Stinger's LZ and Colin, seriously?

You’d stand up. Ask a few good questions. And let it go from there.

Last Friday, Backbone hosted a POV event on Emerging Media.

What started as a conversation between Greg and Fitz...

With so many from our professional community visiting Carbondale for the 5 Point Film Festival (which was A+ Awesome for those wondering), Backbone hosted the POV event as a collective gathering to share information and cross pollinate ideas.

Turned into this

Brand marketers from Polartec, Patagonia, New Belgium, Trimble, Black Diamond, Big Agnes, Horny Toad, Honey Stinger, Aspen Snowmass attended as well as film makers/producers such as Anson Fogel, Dan Ransom, Jimmy Chin , Renan Ozturk, Shannon Ethridge , Dirk Collins, and Matt Hobbs. Throw in talented athletes like Chris Davenport, photographers Corey Rich, Pete McBride and David Clifford, story teller dirtbag Fitz Cahall and well, there was plenty of dynamic thought and energy.

Aspen's Christian Knapp, Kristine and Allon Cohne from Polartec, Ian, Mike Mac and Boo the Backbone guard dog

Patagonia crew with Beda Calhoun from Brick and Mortar

Thanks to all who attended and shared their thoughts and ideas. Thanks to 5 Point – Justin, Julie and Jake for continuing to raise the bar with the film fest and a special shout out to Fitz Cahall for the initial thinking and  Michele Cardamone Photography for her wonderful photos (click on Michele’s link to view all photos).

Rock & Ice's Andrew Bisharat, JT from BD, Mavis and mad musician/podcaster Chris Kalous

Boomer, slot canyoneers Rich and Ransom and the venerable Jon Turk

See you out there!

Posted in: Backbone Adventures, Interesting Read, Musings, Technology

The Networ(th)k

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Much is being written lately about fans vs. revenue in social media.

JCD on the loose

It is a classic sales vs. marketing storyline/showdown. Companies exist to sell products but they won’t succeed in today’s markets unless they cultivate and work to attract customers and communicate with them fairly and transparently. Take this a step further and witness brands that try to de-categorize traditional consumer groups and instead focus on ‘just people’ and/or their online habits.
Obviously, emerging media is an awesome ally in terms of allowing better real time analytics and data sets to base decisions upon. What was formerly marketing black magic (perhaps educated/intuitive guessing may be a better term?) is now up-to-date, re-targeted, informed decision making.

Friends in high places

Accepting and adapting to these new dynamics is exciting and provides growth, learning and opportunity but equally important remains the human side of the equation. In a world that is accelerating in terms of media and information consumption, having a personal connection cuts through the clutter and naturally raises your awareness.

AC trying to hide the fact he is in a one-piece in deep snow

Next time you get 30+ new emails be aware of how you prioritize opening them. Be cognizant of how you scan and click through your tweets. Chances are (unless you have a super tight deadline or fire burning out of control), you open and read content from friends and trusted colleagues first.

Stever givin'er

Two easy examples are a new app whatshakin that a new friend Chris Hashley just launched. It allows you to follow locations on twitter instead of people. So, if you want real time tweets on what is happening at a conference, concert, sporting event, ski town or college campus just drop the pin and follow along. I met @hashley in Jackson recently and with more of Backbone’s business trending into tourism the app is super timely and relevant in terms of macro trends.

MP and Mr. Cutts

Another cool item came across my feed from longtime friend Jason Kinzler from PitchEngine. He posted on his blog about using Pinterest in press releases to give them visual elements. This theme of overlaying new social platforms is a trend we’d also discussed recently with another great colleague Roger Katz @ Friend2Friend.

the Minister of Fun shreds

As, for all the skiing images? Oh, well that was a March trip to Revelstoke with a mix of technical apparel designers, journalists, and brand people from Black Diamond and Polartec. Nothing like all getting together and sharing a few laughs, beers and some powder turns as friends.

* Thanks to Eriks and Dave at Selkirk Tangiers, the Hillcrest Hotel, Natalie Harris Photography and Agnes at the Cabin Candlepin Bowling Alley

Posted in: Backbone Adventures, Interesting Read, Skiing, Snowboarding, Social Media, Trip Reports