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Outdoor Retailer Winter Market Showcases Outdoor Culture Through "OR

OR Winter Market will highlight the film, art, music and advocacy that's a big part of the outdoor recreation culture.

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For Immediate Release

Outdoor Retailer Winter Market Showcases Outdoor CultureOutdoor culture will be highlighted this month through movies, music, and advocacy at
the industry’s trade show

SAN JUAN CAPISTRANO, Calif. – January 12, 2011 –The unique culture that attracts consumers to the outdoors and enthusiasts to work in the outdoor industry will be highlighted at this month’s Outdoor Retailer Winter Market trade show in Salt Lake City. An initiative that show organizers are calling “OR Rocks!” will showcase the outdoor culture through film, art, music and advocacy.

“Outdoor Retailer is the industry’s semi-annual pilgrimage and gives everyone a chance to share and show their love for the active lifestyle they advocate,” said Kenji Haroutunian, Outdoor Retailer show director. “Exhibiting brands and advocacy groups produce a broad range of movies, music and events to spread the outdoor culture. This year we decided to highlight the culture-sharing happening on the show floor, and all around downtown Salt Lake City, through the Adventure Theater and on the ‘OR Rocks!’ web page.”

Adventure Theater
A new addition to the Outdoor Retailer trade show, the Adventure Theater will host film screenings, movie premieres and awards ceremonies. It’s also the location of the Industry Party and Winter Exposure Runway Show to be held Thursday, January 20 at 6 p.m.

The Adventure Theater will be the site of movie premieres “The Wildest Dream” and “Dizzy with the Vision,” along with screenings of Jeff Lowe’s “Free Climbing the Nameless Tower of Trango,” 1985 Banff Mountain Film Festival winner “Cloudwalker,” and the “1988 International Sport Climbing Championships.” Other important events in the theater are the POW/ACE Educational Initiative POW/ACE Educational Initiative, OIA Outdoor Inspiration Awards Celebration presented by adidas Outdoor, and the Winter Wildlands Backcountry and X-Dance Film Festivals.

Sponsors of the Adventure Theater are Alliance for Climate Education (ACE), Jeff Lowe Movies, Outdoor Industry Association (OIA), Protect Our Winters (POW), Rapid Media, Virgil Films, and the Winter Wildlands Alliance.

The Adventure Theater is located in Meeting Room 250 in the Convention Center.

All Star Industry Jam
Going on its third show, the All Star Industry Jam features a mix of bands made up of retailers, manufacturers and other industry members showcasing their hidden musical talent. It’s an after-show-hours chance for people to get together, relax, and listen to their peers rock out. Hosted by world-renowned climber Timmy O’Neill and pro snowboarder Jeremy Jones. Benefiting Protect Our Winters! and Paradox Sports, the All Star Industry Jam is scheduled for Saturday, January 22, 8:30 p.m. at Club Elevate (directly across from the Convention Center at 155 West 200 South).

Other musical happenings at the show include:

* Avalaunch is hosting a DJ in the Backcountry Village during show hours and at the All Star Industry Jam
* Mountain Khakis Happy Hour with The Infamous Stringdusters Friday, January 21 at 4:30 p.m. (Booth 23035). The Infamous Stringdusters and Toubab Krewe are also playing Friday & Saturday, January 21and 22 at The State Room (638 S. State St.)
* The Teva VIP Party with reggae legend, Don Carlos, and his all-star band Friday, January 21, 9 p.m. at Club Elevate. Invitation required, which can be picked up at Teva Booth #13011.
* Wolverine Fundraising Party for the Love Hope Strength Foundation and Outdoor Industries Women’s Coalition (OIWC) featuring Grace Potter and the Nocturnals at The Depot Friday, January 21 at 8:30 p.m. (400 W. South Temple). Purchase tickets at the Wolverine booth #36181 during show hours.

For a detailed schedule of films, events and musical happenings at Outdoor Retailer Winter Market, go to the OR Rocks! webpage on

OR Winter Market begins January 19, 2011 with the All Mountain Demo at Solitude ski resort, followed by the indoor portion of the trade show in Salt Lake City’s Salt Palace Convention Center on January 20-23. For future dates of OR Winter Market, click here.

About Outdoor Retailer
Outdoor Retailer (OR), produced by Nielsen Expositions of San Juan Capistrano, Calif., is a full-service trade show company that creates, markets and produces high-quality expos and educational conferences. OR is the leading outdoor industry business-to-business event management company, bringing together manufacturers, retailers, industry advocates and media to conduct the business of outdoor recreation. Now celebrating more than 25 years of successful events, Outdoor Retailer gathers approximately 40,000 attendees on a semi-annual basis for its Winter and Summer Market shows.

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Chip Smith, SOAR Communications, 801.656.0472 x1(wk) / 801.597.7515(cell),

Maura Lansford, SOAR Communications, 801.656.0472 x2(wk)/ 817.929.8123(cell),