Presented by: Lisa SnowdenROP InstructorCareers in Fashion: Mission ViejoRetail Sales & Merchandising Internship: Woodbridge

In Collaboration with: Saddleback Community College and Active Ride Shop

On behalf of: Coastline Regional Occupational Program

Active Ride Shop

Action Sports Industry in Southern California

Orange County is the center of the action sports industry.

Many fashion and retail job opportunities.

Home to brands like Hurley, RVCA, O’Neil, Commune, Analog, and many more!

Active Ride Shop is the #1 action sports retailer.

“Our retail stores offer a wide range of skateboard and snowboard goods to suit your individual style. At Active Ride Shop you can also find top fashion brands. With our huge selection of shoe styles on display, you are sure to find a pair that is exactly what you're looking for. Spanning California, from San Diego to Thousand Oaks, Active Ride Shops are second to none.”

www.activerideshop.com

Active’s Evolution and SuccessFounded in 1989Clothing focus initially very casual- sweats!Now more fashion-forward with a street/urban

flavorCustomer service driven with great product mixGood merchandisingFocused vision

Active meets Action Sports

SIMA Image Award- Men’s Retailer of the Year, 2008;

Exclusives- vendors have faith Active will move product;

Innovative marketing strategies have paved the way for other AS retailers (Active Bucks);

Loyal to sponsored team members and employees

Target Customer Between the ages of 14-

30 Male and female Action sports, primarily

skateboarding Music and Art

Best Selling Brands Active (own label) RVCA Matix OBEY Hurley Nike shoes Toms Vans shoes

Team RidersProfessional

Paul Rodriguez Jordan Hoffart Adrian Lopez Dan Murphy

Amateur Theotis Beasely David Loy Norman Woods

Promotions/Events Active AM (amateur)

skateboarding contest Skate exhibitions in

schools Skate park events around

Southern California

Active- Giving Back

We probably got 6 calls that day on Toms shoes alone

"Active Ride Shop has a mission to enhance the retail

experience by igniting positive change within The

Workshop, a multidimensional in-store environment that invites shoppers to play a dynamic role in positively

shaping the lives of individuals in local

communities and developing communities around the

world."

www.krochetkids.org

ACTIVE- Making a Difference

I spent 9 hours working with the staff at two Active Ride Shop locations:

The Camp in Costa Mesa on June 6, 2010and

Irvine Spectrum on June 7, 2010

Tyler BochenekJob Title: Orange County

District Manager

Length of Employment: 10 years

Why Active?: Foundation built on surfing, skating and snowboarding and

being a professional in a casual environment

Pros: Share and motivate others plus the same passion for the action sports

industry

Cons: Tough to separate personal vs. professional relationships due to family

evironment

Active @ The Camp Opened 2004 Unique location

2937 Bristol St.Costa Mesa, CA 92626714.432.1918

Hours:

Mon-Fri 10am - 9pm

Sat 10am - 7pm

Sun 11am - 6pm

Jamie AragonJob Title: Store Manager

Length of Employment: 5 years

Why Active?: Love the industry and Active is made up of good people

Pros of the job: Building relationships… “Active has the best

customers!”

Cons of the job: Working holidays and weekends

Feminine Side Jamie’s

perspective:• It appears to be a

man’s world

• Be strong

• Be assertive

• Trying to build up women’s brand

• Carry similar brands as menswear

Parsia FadakarJob Title: Assistant Store Manager

Length of Employment: 3 years

Why Active?: Skateboarding was a huge influence in his life from an

early age. Shopping at Active since he was 13 years old.

Pros: Freedom to make decisions, laid-back and comfortable working

environment

Cons: Balancing the personal vs. professional relationships due to

family-like atmosphere with employees

Active @ Irvine Spectrum Opened 2008 Lots of foot traffic-

centrally located in the mall with entertainment, food and other retail shops.

71 Fortune Drive, Space 816 Irvine, CA 92618 949.296.3094

Hours:

Mon-Thu 10am - 9pm

Fri-Sat 10am - 10pm

Sun 10am - 9pm

Andrew SlaybaughJob Title: Assistant Manager

Length of employment: 2 years

Why Active?: Reputation

Previous Employment: Relic

Pros: Make schedule, enjoy responsibilities

Cons: “If things go wrong, it’s on me.”

Bryan NealJob Title: Store Manager

Length of employment: 10 years

Previous work experience: Jacks and Nordstrom

Pros: Comfort level makes it easier to take risks…try new things

Cons: Relating to young employees at times

Trevor BattleJob Title: Sales Associate

Length of Employment: one week

Why Active?: Loves to skate, shopped at Active for years, loves

the atmosphere

Previous work experience: Albertson’s

Pros: customers are easy going

Cons: Being new employee and trying to learn the ropes

Successful Retail TipsGood personality- enthusiastic and outgoingStrong work ethicExcellent communication skillsProduct knowledgeInterest in fashion and action sports industry

Words of Advice from the Pros Tyler- “Be yourself and passionate about the job you are

applying for.  Having the ability to build relationships with customers and connect with employees will help set you up for success.”

Jamie- “Work hard, be determined and always communicate your goals to your supervisor.”

Andrew- Be persistent, take an interest in what you do and always take advantage of the endless possibilities to network.

Bryan- Possess a strong work ethic which will lead to a promotion and/or introduction to vendor reps which is a GREAT way to land a job with an action sports company.

Trevor- “Just go for it!”

Good Stuff!!Information acquired will be used in both

classes: Careers in Fashion Retail Sales & Merchandising Internship

Builds upon retailing and possible job opportunities within the action sports industry.

Stay current on popular, up and coming fashion brands.

Strengthens relationship with internship site.

THANK YOU!!A big thank you to Tyler Bochenek and his amazing

staff at both Active Ride Shop locations- The Camp and Irvine Spectrum for their time and assistance in educating me and our future action sport retailers.

Thank you to Saddleback Community College and the CTE Collaborative Externships program, 2009-2010

Thank you to Coastline Regional Occupational Program for their dedication to providing a dynamic career-technical-education to high school students and the continued support of my retail and fashion programs.