This is the classic triangle of success that heightens the value of the retail store to the region and user groups. In this case Rock/Creek of Chattanooga matched up with the Southeastern Climbers Coalition and Chaco to put a historic climbing area back on the map for climbers.
http://www.prweb.com/releases/chaco-sandals/climbing-access/prweb2311734.htm
A legitimate advocacy organization drives the agenda, the retailer reaches the community and the brand partner incentivizes the consumer while building positive impressions of their company. Not a complex equation, but sure would like to see more of this around the country...
KH
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