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.
