The Outdoor Market Alliance (OMA) is a collective of 25 independent sales agencies representing over 175 brands in the outdoor, active lifestyle, resort, run and bike markets in the Rockies. OMA lives in a 32,000 square feet showroom and community meeting space near Golden, Colorado. Individual agency showrooms look and feel like a trade show booth or retail environment for their respective clients, with entire lines of next season’s gear ready to be shown for their appointments with retailers from across the Rockies. This set up makes OMA an ideal venue for media to check out next season’s gear en masse, and the why and how the Denver Media Show came to be.

“The roots of the OMA concept is that we can do more by coming together. While we typically host specialty retail buyers, this week we hosted media from top-tier publications that are looking for stories not only about the gear, but about the people and businesses on this side of the outdoor industry, that they can then pass along to consumers. The community spirit of the outdoor industry has always been really strong. To see other groups in our industry collaborating in this space and within the concept of what we’re creating is exactly as intended, and adds to our excitement of possibilities moving forward.”

— Axel Geittman, President and Founding Board Member of OMA

Thanks to this collaborative spirit, Exact Change and the PR partners of brands represented in OMA were able to create a new opportunity (see below for list). Unlike large multifaceted trade shows, the Denver Media Show allows the media to own the floor. Without the distractions of having the entire brand ecosystem on-site, PR reps are able to spend the time needed to convey the stories, features, and purpose of their clients' latest offerings directly to the media. Feedback from attendees reflects the event’s success in accomplishing its mission.

“The first OMA Denver Media Show was reminiscent of the old days of trade shows...lots of excitement, plenty of time for full line presentations, as well as the camaraderie and socializing that build lasting relationships. The ease of access and scheduling not only made this a no-brainer, but led to many conversations about how it can grow and be even more inclusive and valuable.”

— Aaron Bible, Contributing Editor, Elevation Outdoors

The Denver Media Show leverages the energy and resources already spent by the sales agencies and is located at what is arguably the center of the western US’s outdoor economy where many media call home. Every season, sales samples will show up at the Outdoor Market Alliance with their respective sales agencies. The seasonality is inevitable and predictable. The process of getting these samples into the hands of media can be done as part of this same cycle. No trade show hall, significantly reduced shipping and travel logistics, and reduced event costs thanks to the DIY nature of the event makes this a truly sustainable model with room to grow.

“The Outdoor Market Alliance and its Denver Media Show are fantastic examples of collaboration, community and innovation within the outdoor industry, bringing valuable additional exposure and business to Colorado’s robust multibillion dollar outdoor recreation economy. We look forward to continued partnership with the OMA and the new Denver Media Show.”

— Conor Hall, Director of Colorado’s Office of Outdoor Recreation

Looking forward, the Denver Media Show is expected to occur twice a year for Spring/Summer and Fall/Winter events and will continue to evolve as a “community-driven and community-led event, something created by the participants for the participants,” as the initial email from Dave Simpson from Verde said, when he first reached out to gauge interest from his competitors about collaborating, six weeks prior to the inaugural event held on September 29-30, 2022.