O.R.D. - Outdoor Retailer Daily Magazine

O.R.D. - Outdoor Retailer Daily Magazine Twice a year, Active Interest Media creative director Matthew Bates and his team produce a daily magazine at the Outdoor Retailer trade show, called O.R.D.. The show, which attracts over 21,000 attendees, takes place in Salt Lake City. This August, Bates and crew produced four daily magazines. Here are the covers and some background on how they came together.

Day 1:
Matthew Bates: We set up a makeshift photo studio out in one of the back hallways at the convention center, so it's easy for us to shoot subjects. But for this first cover, our editors wanted it to be about how Outdoor Retailer is getting too big for Salt Lake City. The show has grown so much over recent years that it's maxing out the city's ability to host it. 


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Day 2:
Matthew Bates: Normally we don't get a lot of time with our subjects, but this one set the record. There has been a heated debate between the outdoor industry and Utah's Governor (and legislature) over land policy, and it was becoming a big story at the show. We wanted to play the two sides off each other on the cover, but we were only given two minutes with Governor Herbert before he had to leave for a meeting. Our senior art director Bryan Nanista set him up against a blank wall and photographer Chris Reeves just started shooting.

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Day 3:
Matthew Bates: Aron Ralston might be one of the best-known figures in the outdoor industry, and his survival tale (having to cut off his own arm) is the stuff of feature movies. He was at the show this year to speak on conservation and his fight to help save the canyon that almost claimed his life. We decided not to shoot the type of images that has been seen everywhere, with his arm so prominent. We felt coming in closer on his face gave a more personal feel.

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Day 4:
Matthew Bates: Sometimes covers just fall in your lap. Barbara Hillary was a woman we discovered in the middle of the show. A retired nurse, she became the first African-American woman to reach both the North and South Poles, at the ages of 75 and 79 respectively. We decided to change course from our original idea and get her for our last cover. Most of our shoots were short, so Bryan, Ben, and I worked very hard at making people comfortable as quickly as possible, but Barbara was full of joy and energy from the moment we met her.


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A photograph of Aron Ralson from Day 3 of O.R.D., showing off the "photo studio"


The O.R.D. Team:
Creative director: Matthew Bates
Senior art director: Bryan Nanista
Photographers: Ben Fullerton (days 1,3,4), Chris Reeves (day 2)


See related stories:

Three Questions for Matthew Bates
O.R.D.: Outdoor Retailer Daily 2011


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