REI flagship at dusk

00REI Co-op x Basecamp · Career Collective Live 2027

Turning flagship doors into community anchors.

A full-store community night. Storytelling, gear discovery, and a talent pipeline as a byproduct.

5
Flagship nights
300K
Total audience
12 mo
Reach

01Proof of concept

Brand awareness. Recruitment marketing. Retail foot traffic.

Be known. Be an employer of choice. Give people a reason to walk in.

We've done this before.

Guests filling the Oakley store around the sunglass counter

Oakley

Got a line out the door and a packed store on a weeknight.

Guests celebrating Pride at the Arc'teryx store

Arc'teryx

Showed its values to 300+ ideal customers at a Pride fashion show.

Riders gathered with their bikes before the ALSO community ride

ALSO

Gave test rides to 100 people who already loved cycling, on a community bike ride.

More partner stories →

02The kicker

Dwell time builds your talent pipeline and your member base at the same time.

Guest in a yellow shirt smiling at check-in
Two hours on your floor
A weeknight that feels like a Saturday.

Longtime members and first-timers trade stories, try gear and find their people.

03The programming

The best parts of 23 events. Perfected.

With your name on it.

People already love these nights. We listened. We took what our community raves about, added the programming they asked for, and built a night that feels welcoming, productive and impossible to forget.

Career neighborhoods
01
Career neighborhoods

Aisles signed by field. Guests find their people fast.

Named experts
02
Named experts

Profiles go out early. Everyone arrives with a plan.

Fire sessions
03
Fire sessions

Short talks around the fire: REI staff, outside experts, athletes and talent partners. Every talk is filmed so it keeps working all year.

Gear stations
04
Gear stations

Hands-on demos. Built-in conversation starters.

04Who shows up

People who work in the outdoor industry, or want to.

A packed room of outdoor professionals at Outside Days
Insiders and skilled switchers
300K
Total audience across Basecamp
6-10
Avg. years working their craft
60%
Switching in from tech, healthcare, wellness
70%
Women

Not just students. People who already know their craft.

05Who else walks in

Creators and your brand partners.

We bring the creators, activations and giveaways. Or you invite your own vendor partners and keep the goodwill.

Two guests trying on goggles at Basecamp x Popfly

Basecamp x Popfly

Creators and influencers post the night from your aisles. No talent booking fees.

Guest hoisting a YETI cooler she won

Your brand partners

Demos and activations on your floor. Partners go home happy.

Guest stoked holding a giant yellow duffel giveaway

Giveaways

Prizes keep the energy high and the floor full until close.

0612 months of digital

We don't just do it. We make sure everyone knows.

Every event comes with a full advertising package worth $30K (a $150K total value across five events). For twelve months, REI shows up everywhere the outdoor industry looks for its next job.

Guest holding the Basecamp Outside newspaper

What REI gets, per event

  • 70K readersYour feature and logo ad in the Basecamp Weekly newsletter, plus 2 event listings
  • 180K followersPosts about you across Instagram, LinkedIn and Facebook
  • 27K inboxesDedicated emails to our brand list (12K) and events list (15K)
  • 23K on LinkedInA direct post from our founder to her network
  • Your own pageA branded event page and registration, live all year
  • Job seekersYour roles featured on BasecampJobs and the Career Collective
See the full package and rates →

07What each team gets

Every department has a win.

Talent Acquisition

Win 01 of 4

For Talent Acquisition

Recruitment marketing, without the legwork.

01

We source experts, promote, register and run every night. Nothing lands on your team's calendar.

02

Reach the people job boards miss: mid-career pros 6-10 years in, and switchers bringing skills from tech and healthcare.

03

Your store staff tell their REI career stories on stage. Your own people become the employer brand.

04

Filmed talks plus a year of BasecampJobs, newsletter and social keep REI in front of talent long after the night.

A year of national recruitment marketing.

Brand REDI

Win 02 of 4

For Brand REDI

Your partners and athletes, on a real stage.

01

REI's community partners, like the National Brotherhood of Skiers and HBCU Outside, take the fire-session stage in every city.

02

REI athletes and ambassadors share how they built a life and career outdoors, in their own words.

03

Local affinity groups and nonprofits co-host each stop, so the room reflects the city.

04

Every talk is filmed, giving those voices a platform all year, not a one-night panel.

Representation people can see and follow.

Retail and flagship GMs

Win 03 of 4

For Retail and flagship GMs

A weeknight that feels like a Saturday.

01

A packed floor of members, customers and outdoor talent.

02

Two hours of dwell time on your floor, with gear in hand.

03

We run the night. Your staff step in as mentors and hosts.

A full floor, run by us.

Marketing and PR

Win 04 of 4

For Marketing and PR

Five cities of real stories, ready to post.

01

Full photo and video rights from every stop.

02

Popfly creators post the night in real time.

03

Reciprocal promotion across a 300K audience.

Organic, not ads.

08The route

Five flagships. Where our audience asks for us.

City ranks from our community survey. Co-selected with Retail.

REI Denver flagship
01
Denver
#1 city our audience asks for.
REI Seattle flagship
02
Seattle
The flagship. #3 most requested.
REI Bay Area flagship
03
Bay Area
Tech switchers. #5 most requested.
REI Twin Cities flagship
04
Twin Cities
Bloomington. Minneapolis is #9.
REI Atlanta or DC flagship
05
Atlanta or DC
The east anchor.

09The math

The math doesn't lie.

You can't afford not to.

For comparison

$15K

One brand night. What one brand spent for one evening in one store.

~$85K

One internal events hire. Salary alone, before a single event.

$150K

Value of the digital air cover alone. Included, not billed.

REI pays

$50K

Total, for the year. Five produced flagship nights, experts, programming, a talent pipeline and $150K of digital.

10Who pays for it

No single team carries it.

$50K total, split three ways. Retail's share is about $5K per store.

$20K
$25K
$5K
Brand REDIRetail · ~$5K a storeTA

Suggested split. We tailor it to how your teams budget.

Oct
Socialize
Nov
Budget lock
2027
On tour

11Everything in the package

The full partnership.

The tour
  • 5 flagship nights
  • Naming as national retail partner
  • Retail category exclusivity
  • First pick of cities and dates
  • Post-tour impact report by city
All year
  • 70K newsletter features
  • 180K social features
  • Featured jobs on BasecampJobs
  • Filmed fire-talk archive
  • Bonus access to 2 hiring fairs
Rights and access
  • Full photo and video rights
  • Reciprocal promotion
  • Founders on site every night
  • First right of refusal for 2028

One national retail partner. We want it to be REI.

Jenna Celmer · Basecamp Outdoor · jenna@wearetheoutdoorindustry.com