Magazine Media Member Spotlight: The Outside Experience 

Q&A with Sam Moulton, VP, Director of Marketing, OUTSIDE

The Outside Experience is OUTSIDE’s first live event. Why did you feel it important to add an experiential component to your business model?
One of our strengths as a media company is that we can deliver an engaged audience wherever our brand partners would like to interact with them.  This includes print, digital, social, podcast—and of course in person at events. More and more marketers are viewing experiential as an essential component of a broader campaign. Consumers like to try out a product or service, and our brand partners are asking us to help create these opportunities for them. With the Outside Experience, not only can brand partners check the event box, they can work with us directly to customize a memorable experience in the perfect environment, alongside hundreds of like-minded brands.

How does The Outside Experience play into the passion points of OUTSIDE readers?  And what are you doing to appeal to people who are not OUTSIDE readers yet?
If the stories from our magazine and website got up and started walking around, you'd basically have the Outside Experience. The two-day event is the perfect opportunity to learn more about everything under the active lifestyle umbrella. Attendees can test out new gear, sample products, hear about a new adventure destination, check out the latest fitness trends, or learn a new skill, like how to change a bike tire. The entire event is a celebration of the world outside, with a specific emphasis on introducing new people and families to all the new and exciting ways to live a more active lifestyle. Whether you're thinking about buying your first RV or entering your first obstacle race, the Outside Experience is the ideal setting to dip your toe in the world outside.

How can outdoor enthusiasts attend The Outside Experience?
The show will be open to everyone and tickets will be available, starting late winter/early spring.  It will be held at McCormick Place Lakeside Center in Chicago, from July 13-14 and we are expecting over 10,000 attendees. We will have about 200 exhibitors and some interactive zones in the areas of biking, running, climbing, water sports, camping, travel and wellness.

Is Outside planning on launching more consumer events in the future?
Absolutely. Our goal is to build upon the success of the Chicago show and host events in other cities around the country in 2020 and beyond. We are partnering with Reed Exhibitions, the world’s leading event company.