In early 2007, Great Outdoor Provision Co. (GOPC) was looking for a way to thank its most loyal customers, dubbed MULEteam members. Enter the “Evening of Innovation,” a catchy promotional party that was the brainchild of the Arc’Teryx team nearly five years ago for an event in Montreal, Canada.
Think party atmosphere, in a theater-like environment, with food, drink, music and a climbing video, all to showcase new gear from Arc’Teryx
And a Southern party it was, SNEWS® was told, complete with shrimp and grits. GOPC welcomed more than 250 customers in for the evening, which also featured a presentation of Rich and Lisa Chisholm’s recent climbing trip to the Bezengi Wall of Russia.
“The EOI provided our staff and our customers a chance to mix it up off the clock,” Chuck Millsaps, minister of culture for GOPC, told SNEWS®. “Arc’Teryx’s introduction of their company and culture set a terrific tone for the evening. We’ve seen a nice bump in that category of sales since the event.”
SNEWS® View: The only regret of the evening from the SNEWS® perspective is that a photo of GOPC owner Tom Valone swinging from the chandelier was somehow deleted from the downloaded files. Heck, we’d be swinging from the chandelier too if 250 customers were shown a good time with a key vendor, one that subsequently bumped up sales as a result. Positively brilliant!