REI: Field Guides for Adventure Pros

Opportunity

REI is no stranger to adventure. The retail giant was already a leader in adventure travel and wanted to explore a hospitality concept with a partner that catered to the adventure traveler. REI's VP of Consumer Innovation wanted to work with Verify to understand the opportunity and make sure it was a worthwhile new venture.

Work

Our philosophy is to start small, narrow quick, and pivot often. Before REI invested in the hospitality sector, we got to work making sure the opportunity was meeting a real, unmet need in the marketplace. We conducted a series of primary research studies and presented digital MVP's of multiple concepts we believed had potential in the marketplace.

Impact

Our process helped prove the concept and gave REI's development partner the confidence it needed to move forward with the launch of two Field Station hotels. Yet, we also uncovered another business opportunity closer to REI's mission of getting members outside. Through our process the seeds of REI's Signature Camps were planted. REI now has four properties combining its role as a trusted supplier of outdoor gear with their growing adventure travel business.