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“Life has a funny way of sneaking up on you
Life has a funny, funny way of helping you out”

Yes, I just quoted Alanis Morissette. Didn’t think I’d ever do that on this blog.

The overwhelming response and connection to the question “What does Snoloha mean to you?” has been amazing and has given me a renewed focus and energy.

What does this have to do with irony?

It’s obvious (overwhelming obvious) that Snoloha is viewed as an escapism brand. As a vacation brand. It is an emotional connection to something far deeper than a simple logo. It’s a way to deal with the realities of everyday life…by getting away to your favorite “somewhere” between the islands and the arctic, which may actually be the islands, or way up in Alaska. It doesn’t matter. What matters is the feeling you get. The feeling of being relaxed, inspired or energized.

To have created this brand and connection, personally, is a very rewarding feeling. The irony is this brand and lifestyle that I love and believe in, is also the cause of stress and worry due to running a business around it, which leads to me needing my “escape” as well. Then when I escape, it allows me to focus and clear my head to come back to promoting the brand that I needed an escape from, after just leaving the lifestyle that the brand promotes. Are you picking up what I’m laying down? It’s an ironic circle that I’ve created for myself.

Luckily, the lifestyle, the customers, the fans and the connection makes it all worth it. If it was just me chasing my tail trying to grow this brand, that would probably lead to a psychological meltdown of sorts. But since folks like you have taken this brand and incorporated it into your life, well my psychological meltdown will most likely be due to something unrelated to Snoloha!

I’m getting my “escapism” fix this weekend at Boyne Mountain. The weather dude is calling for 40’s and clear, sunny skies. Snowboarding in a hoodie, grilling in the parking lot and chairlift conversations with good friends I haven’t seen in sometime IS EXACTLY what this brand stands for. It is exactly what I need and is exactly why I decided to make a living doing what I love.

Don’t expect any live Tweets or Facebook updates from me though. That’s the other irony. Social media is an important element for me to connect with customers and grow Snoloha online. However, a “mobile device escapism” is also needed. Yes, I promote Snoloha through social media, yet the brand promotes social media escape…see the irony?!

I think it’s time for me to make an appointment with a shrink.

Nah. Snowboarding & no iPhone will do the trick.

Enjoy the weekend!

Last week I asked “what does Snoloha mean to you?” (here’s the post if you haven’t seen it, and feel free to send in your answer if you haven’t done so yet.)

The responses are great, and there is a common thread among all of them. Words like state of mind, feeling, lifestyle, mental vacation, relaxation, enjoy, escapism & no worries were all used consistently to describe what the brand means. People genuinely ‘feel’ the brand. Though I set out to create a community and connection around the brand, these responses and connections are at a level that I could have never imagined or asked for. It truly has become an escapism brand. It is very, very rewarding and humbling to know that this word and concept that I created in my head has an actual impact on people. THAT is what makes all the stress involved in growing a small business worth it.

This feedback has also helped me become more focused in positioning the brand. I felt I was heading down a slippery slope by casting a wider net in an attempt to grow. And quite frankly, when asked “what is Snoloha?”…even I have always had a bit of a struggle to give a short answer. I think many entrepreneurs go through this at some point…not wanting to alienate potential customers by being extremely focused on the ones you know you connect with.

I’ll be contacting winners this week regarding the free gear for sending in their answers.

I really don’t know what else to say other than THANK YOU.

Here’s a sample of some of the feedback:

Snoloha: It’s a state of mind. It’s knowing that when life gets hectic you can relax with a cocktail on the beach or the ski slope. It’s knowing that we work all week for the weekend. It’s working your tail off so you can get away from it all. It doesn’t matter if that’s on the beaches of St. Thomas, the slopes of Whistler, or the above ground pool in your neighbor’s backyard.

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“Escapism” is what is means to me.

I put on my Snoloha gear and head to the boat. No worries, no cell phones, no emails…etc. Just me and the sea. It’s a time to slow down and enjoy the moment. We rush around while at work, heads down, trying to get through the day without anymore obligations being heap on us at the job. If people only knew that we looked forward to the tedious jobs of varnishing, polishing bright work, and stowing lines properly, they would think us crazy. But while doing this, all the problems and deadlines at work fade away and we have one simple goal….get out on the water, raft up with good friends, get an adult beverage in your fist, and enjoy the sunset.

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Relaxation…..the ability to “escape” to a place you love being -sometimes mentally & other times physically. Cutting loose & enjoying your moments!

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In the blog post below I asked, “What does Snoloha mean to you?”

The responses thus far have been GREAT, and I appreciate the time and feedback…and remember, by sending in your answer to that question you have a chance to win FREE Snoloha gear.

I had to share Tim’s photo from St Maarten and part of his answer to the “question that is bothering me so”:

“Snoloha is the spirit of enjoying the really cool places on this planet, From Sutton’s Bay (Michigan) to St. Maarten, as long as there’s sun, sand, snow, really blue water, and “dos cervesas mui frijo” (two beers really cold).”

Keep ‘em coming…

For those that are regular readers of this blog or are fans on Facebook, you are probably aware that the past six months or so Snoloha has been going through a slow transformation. New branding, new products, a new supplier, new designs and a new website. Of these…really only the branding has been unveiled. There are new products from the new supplier in stock, but they are patiently waiting for the new website that is being worked on and will replace the current site. One thing I’ve learned through the process of launching a new business is that nothing happens overnight and as fast as you’d like it to. Patience…I’m still getting use to that concept.

In addition to all these changes, the positioning of the Snoloha brand will also be…not necessarily “changing”, rather “focusing” on a more targeted customer and retailer.

In my head I have a very clear vision on where Snoloha is heading. However, I also have learned that this brand connects with people on a variety of different levels. But, it’s difficult to be all things to all people. So honing in on the who the brand connects with most is very important at this stage of growth.

If you’d like to participate in the conversation and the changes, here’s the deal…I’m gonna ask a question I’ve asked before. This time though I will choose random winners from the notes I get and they will receive some cool new Snoloha gear.

Snoloha – What does it mean to you?

You can email me directly, or send a note through the Contact page.

I’ve been slacking a bit with blog posts. In fact I’ve been slacking a bit with all my online activities. I’ve been focused on the brand, it’s positioning and retail growth. Last week I was at Boyne Mountain for the MRA show. I did not exhibit, rather took the opportunity to network, see what the other brands were up to, talk with shops and do a little snowboarding.

As the brand has grown and more people have connected with it, there are some obvious consistencies in “who” it resonates with. I have to be very careful not to go down the path of being all things to all people. That is a recipe for disaster. It’s important in these early growth stages to concentrate on the segment of the market that is most passionate for what the brand stands for.

During the show last week I was standing next to one of the veterans in the ski rep world who I had originally met when I first got into the business 15 years ago. We were talking about Snoloha. Off to the side stood a young skier with his baggy pants, Skull Candy, bleach blond hair, and a ball cap that had a perfectly straight bill slightly cocked to the side. He overheard me say “Snoloha”. His response…“Snoloha!?, dude that sounds sick.” From what I can tell, that meant he liked it. And if he ended up being a customer…great! Turning customers away is NOT what I’m talking about here.

The problem is…that youth market, and what they view as “sick”, changes like the weather. What’s sick today is…healthy next week.

I thought it was sick (see, I’m hip) that he liked the word “Snoloha”. And I resisted the urge to reach out, put both hand on the bill of his hat, giving it a little curve, straightening it out a bit and telling him “that’s how you properly wear a hat young man.”

Moving forward there will be subtle adjustments with designs and communications. I need to talk a bit more directly to those who connect with this brand. And if you are a regular reader of this blog, well that probably means you. It also means retail growth takes on a slightly different, more targeted approach that I am very excited about.

The website…it’s being worked on so stand by.

New product…some of it is already here, but I’m patiently waiting to release it with the new site, and more is on the way.

That’s all for now. Unless you are watching the Olympics (which is “real” reality TV)…go outside and play.

It occurred to me after I wrote the “Snoloha. Defined.” blog post and the handful of emails and conversations which followed, that I need to be careful with the picture I paint of Snoloha.

The thing that I’ve learned about Snoloha is that everyone who connects with the brand and lifestyle…connects in their own way, which very often times is not the same way. Snoloha may mean one thing to me, but something very different to you. However, the basic concept behind the brand remains consistent…creating unique designs, comfortable clothing & complementary accessories, while promoting a lifestyle that is enjoyed and shared “somewhere between the islands and the arctic”.

If I had to choose one Snoloha design that sums up the brand…well, it’s hard to do, but I think I’d go with the Palm Tree Chair Lift. This is probably my favorite design. It’s a scene that cannot really happen, but makes all the sense in the world to those who enjoy the snow and the tropics. A design that combines the elements and the activities. That is what Snoloha is, a lifestyle centric company melding all things Mother Nature and changing latitudes have to offer…into one image. That is what makes it different from the other lifestyle brands on the market.

I’m in the process of a juggling act. A juggling act that involves a website redesign, working with Oliver in Spain / Europe, opening new retail accounts in the US and researching licensing opportunities for the brand. This is a fun juggling act. These are the exciting parts of growing the brand.

This juggling act also requires explaining and discussing Snoloha the brand. What it is. What my vision is. It also makes me realize what it is not.

Though as soon as I think I have a better understanding of how the brand is conveyed and perceived, I usually get an email from someone and their connection to the brand which completely surprises me, such as dog-sledding (you know who you are)! I would of never have guessed dog-sledding, but who am I to judge.

There are some constants, though, regarding what the brand is not (which then gives you a better idea of what the brand is…the exact opposite). Snoloha is not epic. It is not sick. It is not dope. it is not edgy, in your face. It is not testosterone induced. It is not competitively driven look at me. It is not pretentious. It is not cutting edge fashion. It is not a fad. It is not break through technical wear.

That’s a pretty good list.

So what is it?

It is escapism. It is enjoyment. Chill, Relax & Inspire. Slacker-friendly. Cold beer & Hot coffee. Therapeutic, Peaceful & Fluid. An empty beach. A quiet hike. Travel. Vacation. First tracks. Fresh powder. A snowman. A sandcastle. A memorable sunset. An unforgettable sunrise. It is simple. It is fun. It is modest. It is carrying a vacation mentality through everyday life, enjoying all the seasons Mother Nature throws at us.

A good friend of mine mailed me (yes, mail, envelope, stamp) an article ripped out of a recent Sailing Magazine. It’s a great article about smaller sailboats, their simplicity and how much more they are used and enjoyed compared to bigger, more expensive boats that always need attention and something worked on. Rather than the flat screen tv down below, “just sitting in the cockpit gives you the widest screen ever” (one of my new favorite quotes). It goes on to say “sailing is about freedom; freedom from land, freedom from complications…Now is a good time to get back to the basics. Go sailing on a simple boat and enjoy.”

In many ways that’s what Snoloha is. For me the sailing analogy works. But it can also be applied to the ski hill, the beach, the mountains, etc, etc. It’s the escapism.

I worked in the ski and snowboard biz for many years. I had to have the latest greatest gear. I use to pay attention to what everyone else was sporting. Now…I just enjoy getting out on the hill. I could care less what anyone (including myself) is sporting. It’s the enjoyment of the day that is most important. Of course one day when there is a Snoloha snowboard, I’ll sound like a complete hypocrite! Not really though…it will still be about the lifestyle and not the ‘hey look at me’ attitude.

It will still be about that long starboard tack with a little Marley playing in the background and a cold one in hand. Or taking a break in the lodge at the base of the hill for a round of warmers and ‘feeling it’ in your legs.

Whether you’re island hopping in the Caribbean or skiing in Alaska, sitting in a cubicle wishing you were somewhere else, or on a plane headed “anywhere”. Snoloha is that place where you feel relaxed, inspired, or energized.

That is Snoloha. Defined.

Got your own definition? Let me know.

By buddy Mark, aka TikiTender re-posted this the other day due to some exceptionally cold Florida weather. And since those inspirational cold Florida temps are still hanging around I thought I’d do the same:

Snoloha, The Drink.

The photo was taken at the Golden Lion beach bar on Florida’s Atlantic Coast.

Check out these ingredients. What a perfect concoction for the Snoloha brand.

Thanks TikiTender, for creating a great Snoloha style drink.

Snoloha
1 oz Malibu Coconut rum
1 oz creme de banana
3/4 oz Kahlua coffee liqueur
3/4 oz Bailey’s Irish cream
2 oz half & half
3/4 oz strawberry puree

Prepare a hurricane or pint glass by pouring the strawberry puree into the bottom. Fill a blender with about 3/4 of a cocktail shaker of ice. Add all other ingredients and blend until smooth and frothy. Pour into the hurricane glass. You will notice the strawberry puree is “pulled” up and into the drink, creating a cool effect. Top with whipped cream and a cherry or two.

…and no, I’m not talking about the 80’s hit “Everybody’s Working for the Weekend” by Loverboy.

I’m referring to that feeling that many of us know come Friday afternoon as the clock slowly makes its way to 5:00. I was there, in what seems to be a previous life…come 5:00 on Friday I felt like Fred Flintstone sliding down the tail of a Brontosaurus screaming “Yaba Dab Do”. But then, reality would set in sometime early Sunday evening, along with the anxiety, depression and pure hatred for a dreadful office environment surrounded by working zombies that I’m still not sure made much more noise than an occasional grunt.
Monday was horrible. I hated Mondays.

That’s certainly not the case any longer. In fact, I enjoy Monday…and every other day in the week. There is no going through the motions just to get to Friday and then feel alive for a day and a half.

This past Friday I found myself working until about 1:00 am on the Snoloha catalog, and then again Saturday morning. It was great. I didn’t mind for one second. Would I rather have been outside playing in the snow on my board or snowshoes? Eh…I can do that today (Monday) if I want. There is no 9 to 5, and that is the constant balancing act of growing and running a lifestyle brand. Yes, it’s a ton of fun to participate and enjoy the activities that inspire Snoloha, but those inspirations are just that…unless they are continually acted upon and realized into growing the business. And that requires a ton of behind the scenes hard work, including late night Fridays.

The point of this post? There’s not one, really. I’m not preaching starting your business because you’re unhappy with your current job…rather just sharing further insight into the life of growing Snoloha. That way, when I post pics snowboarding or sailing during the middle of the day…keep in mind those late Fridays. It’s not all fun and games.

One of the lures of being your own boss is the freedom that comes along with it. One of the challenges that comes along with that freedom is focus. I have to believe that most entrepreneurs have a To-Do list a mile long. And in order to accomplish any of the items on that list…you need focus. Throw on top of that running a lifestyle business like Snoloha, along with the temptations (and expectations) of actually living the lifestyle, and there is a constant struggle between freedom and focus.

Accountability is another lure of being your own boss…meaning you don’t have to report to a manager or a department. However, as I’ve learned, there still needs to be some sense of accountability in order to dwindle down that always growing To Do list.

I’ve been toying with a few different ways to be held a little more accountable for my goals of growing this brand, including forming a Snoloha Board (which sounds way to corporate, but we’ll see what happens with that). But I had an “ah-ha” moment recently about this…The Barefoot & Exposed Blog. I’ve always felt that when I type something in this blog, then I must follow through. So for 2010, I’m gonna try and use it to hold myself accountable…and at the same time really keep everyone in the loop with what’s happening behind the scenes. How will this work? I’m not exactly sure yet, but probably consistent updates of some sort. If you want to participate, feel free to contact me via email, Facebook or Twitter.

Oh boy…did I just open a can of worms, or what?!