With travel being one of the greatest adventures we can experience, much of my work with Adventure Brands has been in the travel and tourism industry. Travel and tourism is a huge generator of jobs and revenue in the United States – in 2014, $927.9 billion was spent directly by domestic and international travelers, and travel supports 8 million direct tourism jobs and 7 million indirect and induced jobs. When these numbers are distributed to Destination Marketing Organizations (DMOs) and Convention and Visitors Bureaus (CVBs) across the U.S., the responsibilities that interactive, advertising, and marketing agencies have to these communities are huge.

This was my first time at Outdoor Retailer, one of the world's largest and most comprehensive trade shows for outdoor and adventure brands. What I experienced there was overwhelming, inspiring, a bit puzzling, and the desire to purchase a ton of new gear. And I returned to Substance with some thoughts about the experience: the role of brand online for adventure brands, and the brand opportunities for retailer and consumer education.