Held annually in Asheville, the Outdoor Business Alliance’s Get in Gear Festival showcases local outdoor brands, promotes collaboration, and drives economic growth for the region's thriving outdoor industry.

The Outdoor Business Alliance’s 10th Annual Get in Gear Festival (GIGF), set for April 26 at the Adventure Center of Asheville, marks a decade of highlighting Western North Carolina (WNC) as a premier outdoor industry hub. Since its inception, the event has played a vital role in fostering the region’s thriving outdoor economy, creating opportunities for local businesses, and establishing valuable connections within the industry.

GIGF has consistently proven to be a platform for promoting local outdoor brands and cultivating a sense of community. “GIGF was originally intended to showcase local outdoor brands to the locals and bring awareness to buying local,” says Dorene O’Malley, interim executive director of the Outdoor Business Alliance (OBA). “It is still rooted in the same premise, only now the number of brands have grown and we liken ourselves as the Outdoor Industry Hub of the East.” The contemporary iteration of the festival attracts established brands, emerging businesses, experiential services, and supporting organizations, all contributing to the region’s outdoor industry ecosystem.

The festival attracts a high proportion of local attendees, with 90% of participants being classified as "local" and making day trips to the event. A significant portion of these attendees actively support the vendors present, with 41% spending money with outdoor brands during the event. This local support not only boosts immediate sales for participating businesses but also fosters long-term customer relationships. 

While precise financial returns are difficult to quantify, companies like Cognative MTB, a member of the OBA, find the event to be a high-value opportunity. “Because attendance is included in our membership, the investment is very low,” said Cognative MTB founder Austin Bankert. “This allows us to have a very high ROI compared to most events that charge a vendor fee. Currently, GIGF is the only event that brings together the wide variety of outdoor brands in WNC. This presents an amazing opportunity for the communities here to interact with these brands and experience their products and services firsthand.”

Similarly, Anna Rawlins, marketing director at Eagles Nest Outfitters (ENO), emphasized the positive impact of the festival on their brand’s visibility. “Participating in GIGF has been a fantastic opportunity for ENO to connect with our local outdoor community and reinforce that we are a proud WNC brand,” she said. “The festival has helped increase our visibility both locally and regionally, allowing us to engage directly with outdoor enthusiasts who share our passion for adventure and relaxation. It’s also a great way for us to showcase our latest gear, gather valuable feedback, and strengthen relationships with other companies and customers who may not have realized that ENO is based right here in Western North Carolina.”

GIGF’s impact extends beyond individual businesses, playing a critical role in positioning WNC as an outdoor industry leader. The U.S. Department of Commerce’s Bureau of Economic Analysis (BEA) reported that outdoor recreation contributed $16.2 billion in value added to North Carolina’s economy in 2023, accounting for 2.1% of the state’s GDP and supporting 145,433 jobs. This economic activity has grown 9.6% since 2022, showcasing the potential for ongoing growth. At the national level, the outdoor recreation economy generated $1.2 trillion in economic output in 2023, surpassing industries such as farming, oil and gas extraction, and mining.

The festival also provides a platform for unique partnerships and collaborations. Rawlins shared an example from 2024, when ENO collaborated with local brands Cactus to Pine Goods and Pirani to create a limited-edition custom prize pack. “In 2024, we met Shelby Treichler, the founder and owner of Cactus to Pine Goods,” Rawlins said. “We partnered with Cactus to Pine and Pirani (another local outdoor brand specializing in custom cups) to create a limited-edition custom prize pack that included a custom Cactus to Pine custom Can Cozie, which utilized upcycled climbing rope and remnant hammock materials, a Pirani tumbler featuring ENO’s 25th anniversary logo, and our 25th Anniversary DoubleNest Print Hammock. We created a large social media giveaway campaign to help spread the word about our anniversary and held some giveaways at local events. Everyone loved it, and customers are still reaching out to see where they can get one.”

The festival’s ability to drive brand visibility and community engagement is a significant draw for many businesses. “Get in Gear Fest plays a crucial role in positioning WNC as a leading outdoor industry hub, most notably the largest concentration of Outdoor Industry Companies East of the Rockies, by bringing together brands, retailers, and outdoor enthusiasts in one dynamic event,” Rawlins said. “WNC is already known for its incredible natural landscapes and thriving outdoor recreation culture, but GIGF helps highlight the region’s strong ecosystem of outdoor businesses. By showcasing both established brands and emerging innovators, GIGF reinforces WNC’s reputation as a destination for outdoor gear, adventure, and industry collaboration. It also fosters connections between businesses and the community, and businesses with one another, driving economic growth.”

The event is free and open to the public and the 2024 vendor list is robust. “We have food vendors that concentrate on outdoor-only events; camps of all kinds; Waypoint Adventures and Catalyst, which are companies that focus on individuals with disabilities; as well as insurance companies that work with bike parks, ziplines and other outdoor activities,” says O’Malley.

Ultimately, GIGF underscores the power of community, connection, and collaboration in driving economic growth for WNC’s outdoor industry. “Events like this solidify WNC’s place on the map as a premier hub for outdoor industry leadership and innovation,” says O’Malley. “It helps us to foster connections, cultivate community, and collaborate with one another—things that are always happening behind the scenes in our local outdoor community, but GIGF brings this front and center.”

Learn more at OutdoorBusinessAlliance.org.