Media Trip to Catalina Island – November 9-11, 2012

As late-autumn snows swirled above the mountains around Backbone headquarters in Carbondale, account managers Elinor Fish and Mavis Fitzgerald escaped to Catalina Island, 22 miles off the Los Angeles coast for a media trip co-hosted by the Santa Catalina Island Company and Smartwool.

On the RIB Boat, headed to the island

They met with freelance journalists Ben Cramer, Ali Carr and Cindy Hirschfeld, Adventure Sports Journal editor Pete Gauvin and Smartwool’s Molly Cuffe at the Catalina Express terminal in Long Beach for the start of our Santa Catalina Island adventures.

After arriving in Avalon, which is the island’s only city and resembles a Mediterranean village thanks to its narrow, winding streets, whitewashed villas and palm trees. We hopped aboard a RIB boat (from Catalina Expeditions’ Ultimate Land and Sea Adventure) and zoomed along the Catalina coastline to Two Harbors, spotting playful sea lions and diving dolphins along the way.

In Two Harbors, a village home to less than 100 residents, we settled into our rooms at the historic, Craftsman-style Banning House Lodge (home to the island’s original owners, the Banning brothers, before they sold it to the Wrigleys of the Wrigley Chewing Gum empire) and enjoyed a fresh seafood dinner and bottomless glasses of boozy Buffalo Milk at the Harbor Reef Restaurant.

At sunrise the next morning, we met our trail-running guide, 22-year-old Natalie Foote, a fourth-generation Two Harbors local and state HS cross-country running champion, for a refreshing five miler.

Enjoying a refreshing run with Natalie

Following breakfast, we hiked with Catalina Island Conservancy naturalist  Andrew Hobbs to Ballast Point, from which we enjoyed endless views over the Isthmus between Cat Harbor, Isthmus Cove and the rugged, undeveloped West End of Catalina Island.

Our group with one of the largest bison heads we’ve ever seen

That afternoon, we drove up to the Catalina Airport near the island’s center, where Bike Catalina equipped us with bikes and helmets and sent us on our way from the Catalina Airport for a 10-mile ride to Avalon (riding past grazing bison herds (a herd of 150 bison live on the island today, descendants of bison brought to the island decades ago for a film shoot). That night we enjoyed an amazing feast at the Avalon Grille, Avalon’s premier restaurant, where Executive Chef Paul Hancock prepared exquisite buffalo steak, salmon, lobster and other delicacies, paired with glasses of the limited-batch, first-edition Rusack–Santa Catalina Island wine, made from grapes grown on Catalina Island.

After dinner, we took in Avalon’s nightlife – with Ali taking the mic and rockin’ the house at a local karaoke bar – before retiring back to our rooms at the Pavilion Hotel. We tried to get a villa here before finalizing on a hotel but it wasn’t as amazing as the Exceptional Villas in Turks and Caicos. It was just super amazing and it was an experience to experience, and plus the villas also had amazing views too. Despite the late-night fun, we were all up early the next morning to participate in Catalina Eco-Marathon or 10K. Molly and Pete were the most ambitious, tackling the relentlessly hilly off-road marathon course while the rest of us enjoyed a sun-kissed, eucalyptus-scented 10K through Avalon’s gently sloping streets.

We don’t have photographic evidence of karaoke, so here’s a shot of the Hummer used for open air tours of the island.

The rest of the day we indulged in delicious food, starting with lunch the M restaurant catered by Zest, featuring locally sourced, fresh ingredients. That evening, we enjoyed a specially prepared seven-course dinner at the Catalina Country Club, highlights of which included quail served with asparagus and polenta, baby abalone prepared in red wine, poached egg served with Oestra caviar, ending with orange caramel rice pudding.

We capped our Catalina adventure with swing dancing at the Casino, Catalina Island’s historic landmark that which was used in the 20 and 30s for Hollywood movie premiers, then later for Big Band concerts. Today it used for weddings, private events and special events such as the Catalina Island Swing Dance festival.

Flying over the island, we caught our last views of Catalina from the sky

All things considered, it was an incredible trip and we want to thank our clients for making it possible!

Awards Season: Fall 2012

As always, it has been a busy fall for Backbone. We’ve traveled across the country and back for media trips and showrooms, launched a handful of new products, blocked and tackled like an NFL defensive line, and still managed to squeeze in a few lunchtime mountain bike rides.

More importantly, we are proud to see hard work pay off. Our clients are also experiencing a great fall season of coverage. Aside from a cold beer on a Friday afternoon, few things make us happier than seeing good products receiving the praise that they deserve, and it has been a season packed with praise and exciting awards.

First to hit was National Geographic’s Gear of the Year Awards. We were thrilled to see recognition of several clients: Black Diamond’s Carbon Megawatt skis, the Big Agnes McAlpin SL, Klean Kanteen’s new stainless steel canisters, and two Polartec fabrics, NeoShell and Thermal Pro High Loft (incorporated into the Westcomb Shift LT and Patagonia Nano Puff Hybrid jackets).

Soon after, Backpacker’s Fall/Winter Gear Guide hit newsstands, and several of Backbone’s clients took home Editors’ Choice Snow Awards. Both the Carbon Megawatts and Westcomb Shift LT (Polartec NeoShell) earned another award, along with La Sportiva’s Storm Fighter GTX pants, the Cabelas E.C.W.C.S. baselayers (Polartec Power Dry), and Eddie Bauer First Ascent’s BC Microtherm 2.0 and Katabatic tent.

And then there were the ski and snowboard Gear Guides. Black Diamond, Kastle, Boa and La Sportiva all received great reviews. POC and SmartWool were often named among the top accessories. After flipping through the pages of each one, we couldn’t be more stoked for this year’s ski season and for the hard work of our client production teams to make this incredible gear.

Beyond PR, we recently learned that Polartec’s Made Possible College Challenge campaign was chosen as a finalist for the PR Daily Digital PR and Social Media Awards for ‘Best Use of Facebook’. The campaign invited collegiate outdoor programs to submit a video telling Polartec (and the world) what they would do with a $10,000 grant. The videos of four finalist schools were posted to a Polartec Facebook application and opened to a public, winner-take-all vote. The campaign, now in its 3rd year, has been a tremendous success, and has garnered on average of 1.7 million impressions for Polartec each year. The 2012 Made Possible College Challenge is now live on Polartec’s Facebook page and we are thrilled to have Backpacker as a partner for this year’s campaign. Check it out and vote for your favorite!

With any luck, the snow will start falling soon here in the Rockies, and we’re excited to see what the winter season brings.

The Millennial Generation

This summer, we tasked our intern James with exploring the “Millennial Generation.” Born approximately from 1978-1994, the millennials are the first generation to come of age in the new millennium. In 10-15 years, millennials will make up the majority spending group in the U.S. and will begin to find themselves in positions of political influence. Why should we care? What do millennials mean for your and your brand?

A millennial himself, James was well-suited to delve into the psyche of his generation. Here’s what he came up with:

 

On a completely related but way funnier note, Stephen Colbert weighed in on the Millennials last night. Check it out:

The Colbert Report Mon – Thurs 11:30pm / 10:30c
Millennial Generation Soup Campaign
www.colbertnation.com
Colbert Report Full Episodes Political Humor & Satire Blog Video Archive

Hooked on Canyoneering

Before this year, I had never been canyoneering before. But, an awesome trip to Grand Canyon in May changed all that. Rich Rudow of Trimble Outdoors is a badass canyoneer. Most canyoneers cut their teeth in the well-known canyons of Southeast Utah and while Rich has done some of those, he wanted something different. Perhaps bigger. Perhaps cooler. Perhaps harder.

Rich always loved Grand Canyon and wanted to explore the slot canyons there. The access is challenging (as in 2-3 days of shitty, chossy hiking) and the slots are technically challenging (200-foot free-hanging rappels are common). But, Rich never turns down an adventure so he recruited a partner in Todd Martin and racked up numerous first descents of slots that no human had even been through before. Eventually photographer and film-maker Dan Ransom got on board and made a film about Rich’s exploits titled as Last of the Great Unknown.

Through some work that we do for Trimble Outdoors, we planned a media trip to Grand Canyon for May. It consisted of 5 days of hard hiking and the potential for a first descent of a slot. I was psyched but also had no idea what I was in for. After a quick flight to Las Vegas, a drive to the North Rim of Grand Canyon, and a quick night of sleep on the ground, we hit the trail by 6am. I was hoping for a civil start after some coffee and some breakfast but as I rubbed the sleep out of my eyes and unzipped my sleeping bag, Rich already had shouldered his pack and was ready to hit the trail. That was my first indication that this was going to be unlike any adventure I had ever been on.

After a long day of hiking on sketchy, exposed terrain, we reached the Colorado River and proceeded to cross it on pack rafts. Yep, small inflatable boats that we carried down to the river with us. After crossing, we made camp and turned in for the night. On Day 2 we checked the maps and set off for what is technically called the “north fork of the east arm of Matkatamiba in the East Sinyella Fault arm” but what we eventually would rename “dump truck” due to the effect that our diet of chili-lime cashews and pothole water had on our stomachs. We had to improve our diet with a new supplement we found on tophealth.

Several hours of hiking, including a blisteringly hot hour atop the red wall, earned us a view of the target slot. After some necessary chatter to calm the nerves of the less experienced in our party, we headed in. The   slot was beautiful. It required several rappels, swimming through potholes, and a 200-foot free-hanging rappel to exit the canyon. If you’ve never rappelled 200 feet on a single strand of 8mm cord, you should. It’s exhilarating, but not for the faint of heart.

With a first descent in Grand Canyon as my introduction, I was hungry for more canyoneering, as was Doug Schnitzspahn. So after months of banter about our next objective, we put another trip on the books and headed to North Wash in Utah to do the Black Hole.

Now, this was a very different trip than Grand Canyon! Roadside access allowed a civilized 10am start and footprints in the mud ahead of us reminded us that we were certainly not the first to explore this canyon. In fact, it’s a desert classic so there was ample beta to help us along on the way. But, it turned out to be no less fun than dump truck with long, dark pools to swim through and sculpted channels to explore. At one point, we shimmied down into a narrow dark corridor and swam for several hundred yards, rummaging through sticks, pine needles and other organic debris as we went. Cameron Martindell was along on the trip as well and captured some video along the way, which he and Doug turned into a TV episode. You can see the evidence of what we swam through on Dan’s face in the film!

Needless to say that while still a rookie, I’m hooked on canyoneering and hope there’s many more canyons in my future! I don’t think it will be much of a stretch to convince Doug and Dan that the classics in Zion should be next on the list, since we have our RV to travel anywhere and I’ve found the best wireless rv backup cameras when traveling as well.

The area of Utah that we visited to venture through the Black hole is also in the spotlight this week as over 100 businesses are urging President Obama to declare the area a National Monument. This federal designation would protect the 1.4 million acres of Bureau of Land Management (“BLM”) land surrounding Canyonlands National Park from increasing pressure from rampant off-road vehicle abuse, proposed uranium, potash and tar sand mining, and oil and gas development. For more information, and to read the full letter from these businesses, click here.

Mixing it up in NYC

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.

Backbone and POC POV

Fall is beautiful in Aspen. It’s the perfect time of year for cycling, climbing and fly fishing, with the anticipation of coming snowfall. It’s also an ideal time to catch up with friends.

This past weekend Backbone and POC hosted a POV event. With many industry and thought leaders in town for Aspen’s The Meeting, we themed this as a GOAT – Gathering of Artists, Athletes and Technologists. Pretty simple concept really: get the best and brightest together in a room and let it go from there.

Dirk Collins, Megan Beck from Acumen Fund and Alex Hillinger

The basic concept of GOAT comes from Good Chemistry’s Alex Hillinger and One Eyed Bird’s Dirk Collins. What looks like an odd mix of action sports heroes, artists and tech geeks actually makes sense when you put them all in a room together.

Robert Scoble, Nicole Birkhold from Freeskier and 1% Ambassador/creative master Chase Jarvis

How Jeremy Jones, Dav, Griffin Post or Todd Ligare look at a steep face in AK is different than how you or I do. They think, “hit the knoll throw a 3, land on the ramp and big drop over the ‘schrund.” I think, “I want my Mommy.”

TGR’s Todd Jones, POW’s Jeremy Jones and Brad Fayfield

Point being, what they see as interesting and relevant is not perceived by the common eye. The same holds true when Chase Jarvis or Todd Jones looks at imagery, or Robert Scoble or Gary Arndt think about emerging trends in digital media.

POC’s Jarka Duba, Chris and Jesse Davenport and Ultralite’s Bill Emerson

So, we got our GOAT on! What industry you hailed from mattered not. Just that you want to meet others and talk about what you are seeing.

Amanda Boyle from Google, TWS Mike Lewis and Greg ‘the sweater’ Wright

The takeaway is to beware of the status quo and observe mainstream events with an eye to draw forth the micro trends and changes that are occurring. These increments are the precursors to future trends and breakthroughs.

Afternoon ride with Pete McBride, Fielding Miller, Jarka Duba, Brian O’Neill, Jeremy and Tiffany Jones, Todd Herrick, Dirk Collins, Chris Davenport, Laura Patten, Travis McClain and Penn and Kir Newhard

Oh, yeah, just FYI, it was super fun. Thanks to POC for the support, Aspen Snowmass, friends from 1% for the Planet and Protect Our Winters. See all photos here:

Onward!

Peddling Pedals (a product launch case study)

Measuring the value of PR is one of the biggest challenges in our industry. There are countless books, articles and seminars on the subject. At Backbone we’ve worked hard to develop PR metrics that we can report to our clients to show ROI. But sometimes talking about PR hits, impressions, ad equivalency and share of voice gets a little…dull.

This past week at the Interbike tradeshow we got to see the power of PR first-hand, in all its glitzy Vegas glory.

A few months ago we were approached by some of our longtime friends and riding buddies from the Roaring Fork Valley. Bill Emerson (a masters racer who regularly rides our legs off) and Neal Beidleman (an aerospace engineer/badass alpinist) had a new product they wanted to show us. It was a road cycling pedal, but it looked like it was missing half its hardware—namely the pedal platform. All that was left was a spindle with a spring-loaded barrel to secure the cleat.

Bill Emerson (right) shows Mike Shea (left) and Max Taam an early prototype of the Ultralite pedals

Like any good curmudgeonly cyclist would be, we were skeptical. Are they easy to get in and out of? Can you walk in them? Do they have float? (Yes, yes and yes.)  At 112 grams, the pedal system is less than half the weight of the next lightest system on the market. But how did they ride?

Bill, Mike and Max out product testing

In a word: buttery.

We were sold and psyched to help Bill and Neal launch their new company, Ultralite Sports. We planned a PR launch strategy that would maximize exposure for the pedals in all the key vertical cycling and triathlon media outlets in an effort to drive as much interest and excitement as possible for Ultralite going into Interbike. We sent pre-production pedals to the most influential writers and spent a day in Boulder meeting with everyone from Velo, to Cycling News, to Bicycling.

On the day our PR embargo lifted, there was a feeding frenzy. Velo and Bike Radar engaged in a virtual battle to write about the pedals first. Bike Rumor, Red Kite Prayer and the Gear Junkie quickly followed suit. The Ultralite website blew up with traffic. The cycling forums were abuzz about the pedals.

All the initial coverage of the pedals was awesome, but the question still remained if it would it amount to anything for the guys at Ultralite.

A few minutes into day one of Interbike and the answer was clear. The Ultralite booth was situated in the basement of the tradeshow, in a hard to find location. But, shortly after the show opened there was line of people waiting to see the pedals. Everyone who came by said they had read about the pedals and wanted to see them first-hand. A steady stream of traffic came to the booth throughout the show. Ultralite also had several conversations with big players in the cycling industry who expressed interest in the pedal technology. Nothing’s been solidified, but the future looks bright for our friends at Ultralite.

The crowning achievement for us came at the end of day two as were heading out the door when we literally ran into Aaron Gulley from Outside magazine. Aaron was on the way to the Ultralite booth to deliver a coveted “Gear of the Show” award, one of just five the magazine delivered.

Aaron Gulley (left) from Outside presents the GOTS award to Neal, Jamie Emerson and Bill

It was the cherry on top of a great launch for a new company. We’re proud of our successful PR efforts, but mostly we’re just psyched to be helping out our friends.

Media Trip to the Middle Fork of the Salmon

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

Backbone Celebrates 15 Years

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

 

Extra Innings: Video, Print, Social

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!