By Margaret Hedderman
The outdoor industry and Colorado can seem synonymous at times – not surprising when more than 92% of residents participate in outdoor recreation each year. But the mountains aren’t just calling for outdoor enthusiasts; they’re inspiring a growing number of rural founders to set up shop. Now, a new initiative called Rural Is Rad seeks to support and promote these brands.
“We are all working our tails off, right? We’re scrappy; we’re hustlers; we’re passionate, and we care about where we live and we care about the outdoors,” said Robin Hall, co-founder of Town Hall Outdoor Co in Steamboat Springs. “How can we build this kind of energy or movement to really support rural outdoor businesses?”
Rural Is Rad was conceived by three rural founders—Hall, Kelly Mazanti-Nelson of Buttnski, and TJ Smith of Stray Wild—at West Slope Startup Week last year. Now, they are ready to officially launch the initiative during this year’s event, on August 22nd in Durango.
Startup Magic Happens Where Creative Minds Meet
The seeds of Rural Is Rad were planted during a panel discussion exploring the ways rural outdoor brands could collaborate. However, it quickly became apparent that the challenges they faced extended beyond mere collaboration. They realized that they all shared similar struggles, including limited access to resources such as commercial space and the high cost of doing business in rural areas.
“Not only do we want to work together and learn from each other,” Hall said. “But then also, how can we get in front of consumers together as a group as well?”
While many outdoor founders located in mountain towns gain visibility through tourism, maintaining that consumer awareness can be challenging.
“How do you make people stay and make decisions to support these brands, rather than defaulting to big box and convenience?” Mazanti-Nelson asked.
The goal of Rural Is Rad is to elevate the profile of outdoor startups—both within the industry and amongst consumers—and create a support system for founders.
Navigating the Bumps
Entrepreneurship is hard regardless of where you live, but basing your business in a rural location adds to the challenges. Mazanti-Nelson highlights some of the practical difficulties, such as the lack of commercial space and the logistical nightmares of shipping and receiving in remote areas.
“Just getting stuff with weather and roads getting closed, like really basic stuff that doesn’t happen in cities usually, I think that’s a huge challenge,” Mazanti-Nelson said.
Rural founders often struggle with isolation, in terms of a support community, physical distance, and access to resources. This sense of being on an island can make it difficult to connect with other like-minded business owners and share resources.
“I had to, kind of like, elbow my way in and be like, ‘I’m going to be friends with you,’” Mazanti-Nelson said. “Because I need other like-minded friends who can help me navigate this stuff.”
Despite these challenges, there are also unique advantages to being a rural brand. Hall points out that rural entrepreneurs have the opportunity to build deep, personal connections with their customers, something that is harder to achieve in more urban settings.
“If we were down in the big city,” Hall said. “We’d be at these huge events where we are making a bigger splash. But we do it on the community level, which feels really good for us… So although it’s a bit harder, it feels good because we’re giving back to our communities and putting food on the table for our families in these small towns.”
Inevitably, the quality of life in a rural community—especially those with access to nature—outweigh the challenges.
“The more people you talk to in the Front Range or in these urban spaces that say, ‘Wow, you get to live in Rural Colorado, that’s the Holy Grail!’” Hall said.
The Building Blocks for Momentum
Rural Is Rad has ambitious goals, aiming to not only support existing rural outdoor brands but also to shift perceptions about what it means to run a business in a rural community.
To achieve their vision, Rural Is Rad has launched several key initiatives. The first is a comprehensive directory of rural outdoor brands, available on their website. This directory is a crucial tool for increasing visibility and encouraging consumers to shop from these small, passionate businesses.
Membership is free and open to any brand active within the outdoor industry, from manufacturers to media to guiding services.
“We need to get directory sign-ups because that builds credibility,” Mazanti-Nelson emphasizes. The more brands that join, the stronger the movement becomes, providing a united front for rural brands.
Another major initiative is the annual Rural Is Rad shopping week, which kicks off on Small Business Saturday in November. During this week, participating brands offer special deals and discounts, encouraging consumers to choose rural businesses over big-box stores.
From there, the team plans to raise their profile via social media, industry events like the Outside Festival, and online networking.
Rural Is Rad… Everywhere?
Looking ahead, the founders of Rural Is Rad have big plans. They hope to expand their reach beyond Colorado and eventually create a nationwide movement. This includes potentially hosting events in urban areas to bring attention to rural brands and exploring partnerships with larger companies in rural locations to help power the initiative.
“Colorado would then be the example for how we bring those people together,” Mazanti-Nelson said.
They are, however, realistic about the challenges of scaling up. All three founders are also running businesses in addition to this project.
“We don’t want to over-tap ourselves,” Robin acknowledges. “But we are always looking for help.”
To that end, Rural Is Rad is seeking support from the broader community. They need more brands to join the directory, as well as volunteers and potential sponsors who can help take the movement to the next level. The team is currently working to source interns and eventually hire a community manager and executive director.
“I think essentially, in whatever form it takes, Robin, TJ, and I almost want to act as like the board members or the founding members.
Rural Is Rad at West Slope Startup Week
Rural Is Rad is officially launching with two events at West Slope Startup Week in Durango, August 19-23. On Thursday the 22nd, the team will host a group mountain bike ride followed by a networking happy hour at Anarchy Brewing.
To attend, RSVP at West Slope Startup Week. If you’re interested in listing your outdoor company on the Rural Is Rad directory, signup on their website here.
