Click Here To Listen!
Today on THE ROCK FIGHT (an outdoor podcast that aims for the head) Christina Henderson returns to the show to talk about the recent news to come out of The Running Event and Switchback Trade Shows.
Last week the following news stories came out of The Running Event/Switchback trade show world:
The Running Event will be leaving it's long time home of Austin and head down to San Antonio in 2025.
Switchback launched a digital resource for retailers called Trailheads.
Several big brand names have committed to attending this fall's combo of TRE & Switchback including Patagonia and Lululemon.
Today Christina sits down with Colin to talk through each story and offer up details on how they all came to pass.
Head to www.rockfight.co and sign up for News From the Front, Rock Fight's weekly newsletter!
Please follow and subscribe to THE ROCK FIGHT and give us a 5 star rating and written review wherever you get your podcasts.
Listen to and follow Gear & Beer! The newest show on the Rock Fight Podcast Network.
Have a question or comment for a future mailbag episode? Send it to myrockfight@gmail.com or send a message on Instagram or Threads.
Click Here To Listen!
Full Transcript
Colin (00:00):
Welcome to the Rock Fight where we speak out truth, slay sacred cows, and sometimes agree to disagree. This is an outdoor podcast that aims for the head. I'm Colin True, and today we're getting an update on some outdoor industry event news that dropped last week from the show director herself. Stay tuned to find out who that is, but first, please be sure to follow and rate the rock fight wherever you're listening. We need those ratings and reviews. Folks, please give us those ratings and reviews and maybe send us an email. We want to see your emails, we want to hear your feedback. Send 'em over to my rock fight@gmail.com. You can also follow us along over on Instagram where our handle is Rock Fight co, and then head to rock fight.co to sign up for Rock Fight's newsletter News from the front, it comes out every Sunday. Head over to rock fight.co. Click join the mailing list and sign on up. All right, let's start the show.
Chris DeMakes (00:49):
Fight. Fight.
Colin (00:53):
Look at that everyone. We made it about a month between episodes focused on outdoor industry events, but last week the folks at the running event and switched back dropped three nuggets of information into the outdoor industry news cycle and those three nuggets prompted more questions from me than provided real answers. So I reached back out to Christina Henderson, who was the show director and former rock fight guest for the fall running event switchback combo, as well as the recently announced switchback spring. That is happening next June and she's back on the show today to address it all. Last week's news included plans for the running event to move down the road to San Antonio from Austin in 2025, a new digital resource by switchback for retailers and some big outdoor brands that have signed up to exhibit at the show this fall. I asked Christina about all of those as well as how things are shaping up for the fall and spring edition of Switchback. So welcome back to the rock flight where today we're heading back into the topic of outdoor events where switchbacks, Christina Henderson. Okay, we are once again joined by switchbacks. Christina Henderson, is it switchbacks? Christina Henderson. Is it TRE and switchbacks? Chris, how do we intro you? What is the right way to talk about you? Yeah, great
Christina (02:04):
Question. Switchback and TRE.
Colin (02:06):
It's a lot of a long intro.
Christina (02:08):
It is. Whichever you prefer both.
Colin (02:11):
Well welcome back to the show regardless.
Christina (02:13):
Thank you.
Colin (02:14):
So it looks like things have been busy and just before we hit record, you mentioned you're actually training for a marathon. What's going on with you? What has the last couple of months looked like for you?
Christina (02:21):
You nailed it. It has been busy, but it has been fun. I always try to come back to that. It's like where in TRE planning mode, of course that's at the end of November. We have launched switchback, so we're building that right now. And then you throw in, I mentioned to you, I'm training for the Chicago Marathon, so never a dull, dull moment around here, but that's how I like it. I enjoy it.
Colin (02:49):
You also told us you were at the Olympics. Did you have to do your training in Paris? How did that go?
Christina (02:54):
I did and it was kind of great in some ways had never been to Paris, so I think running is such a great way to explore and get to see things. Absolutely. So I ran the Eiffel Tower to the Louvre to Notre Dame, but I wasn't sleeping much. I went to a lot of track and field events. Those went until 11:00 PM Then you go to dinner, you're not in bed until about 2:00 AM So my 7:00 AM runs came soon, came quick, but I just tried to enjoy every minute and saw a lot of friends over there, met people to run and yeah, like I said, kind of took in the sites.
Colin (03:39):
Well I'm glad we're talking, running, going to kick off our conversation that last week there was a bunch of news that came out of your world and the first thing I wanted to spring up was the running event, big announcement moving to San Antonio in 2025. So I was that always planned. What was the idea? I mean, moving out of Austin just feels like, I dunno, they're synonymous, right? I know a south by Southwest probably gets all the glory, but it's like the running event is in Austin. So what's going on with the running event and moving?
Christina (04:07):
Yeah, I mean absolutely fair question and I want to say we have been so grateful for Austin and we moved there many years ago. We've grown TRE there. It really has become a part of the running industry and have enjoyed that time. The city of Austin is demolishing the convention center. There's an article I read that phrased it in the spring of 2025. The convention center will be rubble. They are taking it to the ground, so they are obviously rebuilding it, but it will take four years. So they are not hosting trade shows for four years in the city of Austin.
Colin (04:52):
That's got to be like a blow to the city I would think from the economy point of view, that's probably not insignificant.
Christina (04:58):
So apparently obviously they did all this research and things and because they're going to be able to build a much larger convention center, they'll make up that economic impact quickly because they'll be able to hold larger events. But yeah, it's still, we got that news and it was difficult to hear at first because to your point, Austin has felt like it's been a part of TRE, we've grown the event there, but then we let it set in and looked at it as an opportunity for change and growth and newness and freshness. And so I think we are really excited now to move to San Antonio and do something different and the response from the industry has also been very positive. Oh, that's good. Yeah, to your point, they've been doing the same things in Austin. They have their restaurants, we have our activities, but now we get to try new things and we get to try new activities. We get to run somewhere different. We get to just have new experiences. So we're really looking at it like that and getting excited about what we can build in San Antonio.
Colin (06:21):
Did you have to commit to any sort of long-term commitment to the city? Is it sort of like, hey, we want to do four years as well and then we'll see where we're at in terms of where we want to live?
Christina (06:30):
For now we are focusing on 2025, so that is what we are sharing. Obviously there are things going on in the background, but San Antonio in 2025 and then we will go from there.
Colin (06:43):
You could have moved it up a month when it was a little warmer, got all the brands who are committed, everyone bring a 10 by 10, we're going to have it outside. It's like everyone bring your field marketing teams along at the outdoor trade show, it's happening. It might rain, it may not we'll be okay
Christina (06:57):
And it might still be warm enough in San Antonio that time. Right? I mean that was a consideration when we were looking at places. It's like there's so many different factors that you want to think about and what makes TRE successful and it being a central location was important. We considered the weather. Where do people want to gather at the end of November, beginning of December?
Colin (07:18):
Did you feel like it had to be in Texas though? You kind of like, we got to stay in Texas.
Christina (07:22):
We didn't feel that way. We did look at other locations, but we talked about this on the last time we talked, but we don't do anything without extensive research. So believe me, we did. I visited four cities in four days. We kind of narrowed it down and then I visited them all and San Antonio was the clear choice. Wow. All right. And for many different factors, some of which I've listed, but for anyone who hasn't been or hasn't been to an event there, the convention center is on the Riverwalk. It is on top of the river walk.
Colin (08:04):
That's what San Antonio is known for, right? Is the Riverwalk. That's the thing. Exactly.
Christina (08:08):
Yeah. So it's right there. The hotels are surrounding it, everything is walkable, all the restaurants, bars, culture is all right there. So that walkability was so important to us as TRE continues to grow, switch back at TRE grows that we could, the city was big enough to host that, but also small enough for us to take over and create that intimacy and the connectivity important.
Colin (08:41):
Yeah, I think Austin, I guess the reason why there's that mystique, it seems like it's just one of those cities where if you say, oh, I've never been to Austin, everyone goes, oh, you got to go to Austin. So maybe we'll end up kind of in the same place with San Antonio. I've only ever heard good things about San Antonio as well, so I'm definitely excited to check out I
Christina (08:56):
Have you ever been?
Colin (08:57):
I've never been, no, I've never been to San Antonio.
Christina (08:58):
Okay. Yeah, because what I kind of gather is anyone who hasn't been is kind of like San Antonio. Interesting I've heard. But if you talk to someone who's been, it's like, oh wow. Yes, it is a great location for the event. So yes, Austin Love Austin, but again, just excited for what we can do in San Antonio.
Colin (09:23):
So the next thing that came out last week as well was the announcement of Switchback Trail Heads. So it's a digital resource focused mostly on the al outdoor retail landscape. I'm going to admit, just reading the sort of release you guys put out on the website, I didn't quite exactly get what it was. I mean, I think I speculated maybe it's sort of your version of the or daily, but what exactly is Trailheads going to be or is already if you're already publishing things, what is Switchback? Trailheads?
Christina (09:48):
Great question. So it is a digital platform, right? It's a resource for education and community. I think the important piece about it is that in conjunction with the introduction of Trailhead, we launched a retail roadshow. We are working with Marcus Wolf, industry veteran. He's our editor of Trailhead. We are pairing him with a couple members of our team and hitting the road and visiting outdoor specialty retailers. So we did our first one last week. We even Marcus has a van. We branded it with Switchback and we visited outdoor stores in the Nashville, Knoxville area. And so the goal is we visit stores, talk with owners, their team, learn about what they're doing in their community, speak to them about industry trends, ask questions, and out of those visits we create stories and content that we produce on trailheads. So it's kind of taking industry trends in news, but having real life conversations with retailers on how is this applying to your store, what are those opportunities, what challenges are you facing? And really creating real life examples for outdoor specialty stores to consume.
Colin (11:22):
So it's like a media tech rep, just like in a van going shop to shop, just sort of what's going on with you guys and we want to tell the world about it basically.
Christina (11:31):
Right, right. Yeah, exactly. And so it serves multiple purposes, right? We'll go in, we will learn a ton. We are kind talking about this. We don't have a big agenda, agenda items. It's like let's go in, let's learn. This will continue to evolve, but we know we can do work and produce media from behind screens, but we believe so strongly in face-to-face and really building relationships. So we believe that by going into the stores, we get to learn more. We will produce content that then will foster community on trail heads and we'll learn about outdoor specialty stores, which will then inform what we do at Switchback, the education we provide there, the events that we host there.
Colin (12:22):
What's the agenda? I mean in terms of how is this Marcus's life now? Is it just on the road or is it you have a handful of shops you want to see in each region so you can, what's the plan for? Who do you want to see? I guess
Christina (12:33):
The latter. So we're kind of going at it right now as regions and Okay, so Marcus is in Huntsville, Alabama, so kind of going after the southeast first. That's where switchback is as well. But we're open to all different regions. And so again, we're kind of taking this as one step at a time. We did our first visits last week, didn't really know what to expect. We hadn't done this before. Many people don't know us yet and it went really well. Retailers welcomed us with open arms. I think a lot of that is because of Marcus and his industry experience and he's been in the industry for many years. He's a friend to many. And so it was really fun to see the other team members who went, learned so much. They came back and they're like, we have so much to share. It's really informing our build of switchback and really just support of the industry.
Colin (13:43):
So you did your first stops. What's the content and the cadence you think will come out of this? So if it's been a week, is he just sort of, obviously then it'll be story dependent and visit dependent. It's not going to be a stock for each thing and it's the same kind of questions at every spot, but when will stuff start coming out? I signed up immediately. I'm like, oh, I'm curious, what am I going to get from Trailhead? So when would I expect to see something in my inbox from Trailheads? And what kind of content do you think it'll be like?
Christina (14:07):
So to start, we are going to post on the website, so on the switchback site, on the trailheads portion, and we will post on social, so on our switchback social. So it'll kind of connect in that way. The next step is a newsletter. So I think you can expect that in the next few weeks. And to your point, we are digesting. Okay, what type of content did we receive? We have some interviews, we have some video. We talked about a podcast and we're still trying to finalize those pieces. But the goal will be, or we will eventually have a newsletter that then will go out to the subscribers and drive you to the site where the stories will live.
Colin (14:53):
So looking ahead, do you envision a world where you're a little more broader industry kind of take on a little bit more of a media role for Trailheads or some other maybe property with inside switchback? Is that an aspiration or is it not quite, you're not even there yet.
Christina (15:07):
It's a great and fair question. I would say right now it's not an aspiration. Our focus is on the specialty retailer and their needs and learning about them and fostering that community. I don't see this as becoming where press releases live or where Breaking News is found, but again, we're still learning. So it is ever evolving. And if that's the need, I think it's something that we could look into.
Colin (15:37):
Yeah, I think difference in short supply in the outdoor space. I mean, not to be pat myself on the back too much, but just sort of, that's kind of what we're trying to do. Heres there's a lot of the same. So think if you were just like, yeah, we're going to talk about the press releases that affect the people who attend the running event and switchback. I think we got that we're covered that way. So this sounds like an interesting opportunity though. And I think the voices you're talking about, I mean those are the ones that resonated the most with my audience as well with our audience here on the rock fight, it's like those retail voices, the people who are on the front lines who've been there forever, the specialty doors, they have I think the most interesting stories to tell. So I think it makes a lot of sense. Absolutely.
Christina (16:15):
Agreed.
Colin (16:19):
Alright everyone, before we keep going, I need to tell you about our amazing teammates at Darby Communications. If you run an outdoor, an endurance or an active lifestyle brand, there is no better PR or digital marketing belay partner or drinking buddy than Darby. They can help your business reach new heights and they might just keep you from falling on your ass. I mean, since we started working with Darby, more and more people have been reaching out to us here at the rock fight because of that messaging. Look guys, if they can help us, they can help anybody, hit them up@darbycommunications.com. Do it today. Alright, so the last thing that was announced for the running event and switchback, this fall switchback event. This fall, you're going to have kind of snuck it in there, but if you read all the way to the bottom, you read Patagonia, Lululemon Toting Company are signed up to attend. So what parts are they coming to switch back exclusively? Are they going to be participating in the broader running event? So some pretty big names that you've been able to lure in for this fall's event.
Christina (17:17):
So a clarification on how we set up TRE and switchback at TRE is we have one floor plan. So it is one big floor plan. The switchback area lives within the TRE plan. So if you have a badge, you have access to all the switchback area may feel a little different, but there's no walls. It all is flowing. So of the brands that you listed, it's mixed. Some are in technically the TRE space and some in the switchback space. If you are an attendee, whether you're a run specialty retailer, outdoor specialty retailer, you have access to all and it will look the same to you. You can easily navigate that. So yeah, we're really excited to have those brands as well as some other ones. First time exhibiting at TRE and Switchback at TRE, we have a mix of established brands like Patagonia has never exhibited with us before. Obviously that's an established brand. And then we have some emerging brands that are newer to the market and have never exhibited. So really exciting to excited to have them at the event.
Colin (18:33):
So I'm sure you can't say too much and I don't want you to betray any confidence, but I'm curious some of the conversations that happened sort of behind the scenes. I mean Patagonia specifically because ever since the things change without outdoor retailers held and who attends that show, I kind of feel like they're now the eccentric actor who the one director can sort of lure them out of retirement to be in that big movie that's coming out next year. I'm like, holy shit, they got Patagonia to come to this thing. It's amazing. So if there's anything you can reveal about, maybe not even specifically, but what goes into getting brands like that to attend or even what are they attracted to about the show that said, yeah, we're going to go try that one?
Christina (19:12):
Yeah, fair question. And I think it's worth saying, we've been talking with them for years, so this wasn't like a, hey, they called us last week, we've been talking with them for a couple of years and hey, what are your goals? Help us understand this is what we do. They came and walked the show, I walked them around, showed them what they could expect, what value we provide, and this year it lined up their objectives, lined up with what we could provide. I think it's that mix of run specialty outdoor specialty that they were attracted to. And yeah, we're really excited to have them that, but it has been a years long conversation.
Colin (19:59):
I just hope they don't pull a Joaquin Phoenix on you and in October you get an email and be like, yeah guy, we got cold feet, we're out.
Christina (20:06):
I really don't think so. We have talked like, Hey, here's your booth space. They're asking a ton of questions, super engaged and trying to understand and I think they're going to show up in a great way. At TRE switch
Colin (20:24):
Back TI have to ask, can we read anything into this with how it impacts who we would expect to see next spring? Are you starting to have those conversations or are you just focused on the fall event right now?
Christina (20:32):
Again, fair question. I would say it's early to speak to the brands that we'll see at switchback spraying, but our plan, we're having conversations of course, and their focus is on TRE and switch track at TRE, but we are talking about switchback spraying and what that could look like. So I'll have more to share soon. But for now, I would say if anyone is curious, what could we expect at switchback spraying or are these the types of brands? How do you do this? Come to switch back at TRE, come and see, learn about who we are, see the brands and what we've built for the running industry at TRE and what we are looking to build for the outdoor industry for switchback.
Colin (21:20):
So I guess the last thing is, last time you were on was with a big part of the conversation was how crowded the schedule is getting in June. It's been a couple of months. Clearly you're having some other conversations like you just said, we've had some developments for the fall show. Any further thoughts on how things are setting up for June still? Does it feel like things are kind of setting up how you would expect them to, are you starting to feel that pinch of like, ooh, June might be a little crowded? What are your thoughts on as you look further ahead past the fall event?
Christina (21:47):
It is still feeling like the right time. We are having those conversations and we are continuing to hear from brands. June is the right time. There are conversations, it is crowded, we know that and we continue to be open to collaboration and conversation. But we do feel strongly and what we're hearing is that June is the right time in 2025 and we'll continue to build from there.
Colin (22:12):
Alright Christina, we'll wrap it up there. Thanks again for making a few minutes to come on the show and talk to us about what's going on. Sounds like some work, just exciting stuff happening coming out of Switchback and the running event, so excited to see how this fall goes. For sure.
Christina (22:23):
Yeah, thanks Colin.
Colin (22:26):
Alright, that's the show for today. Big thanks to my guest, Christina Henderson, and please send any follow-up thoughts or questions that you may have to my rock fight@gmail.com tomorrow. Be sure to head over to the Gear and Beer podcast feed and listen to the latest edition of that podcast. It's also the latest edition to the Rock Fight Podcast Network. Our producer today was David Karta, our direction provided by Sarah Genser. I'm Colin True. Thanks for listening. And here to take us out is my pal and yours Krista, makes to sing the Rock Fight Fight song Will see you next time. Rock fighters. Rock,
Chris DeMakes (22:58):
Rock fight, rock fight, rock fight, rock fight, rock fight. We go into the rock fight where we speak our truth, say sacred cows, and sometimes agree to disagree. We talk about human power, outdoor activities and pick bikes about topics that we find interesting like my culture, music, the latest movie reviews, ideas for the head. This is where we speak our truth. This is where we speak our truth.