Presented by: Lisa Snowden ROP Instructor Careers in Fashion: Mission Viejo Retail 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.”

Active’s Evolution and Success Founded in 1989 Clothing focus initially very casual- sweats! Now more fashion-forward with a street/urban flavor Customer service driven with great product mix Good merchandising Focused 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 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 Riders Professional 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." 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, 2010 and Irvine Spectrum on June 7, 2010

Tyler Bochenek Job 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

The Camp Opened 2004 Unique location 2937 Bristol St. Costa Mesa, CA Hours: Mon-Fri 10am - 9pm Sat 10am - 7pm Sun 11am - 6pm

Jamie Aragon Job 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 Fadakar Job 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

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 Hours: Mon-Thu 10am - 9pm Fri-Sat 10am - 10pm Sun 10am - 9pm

Andrew Slaybaugh Job 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 Neal Job 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 Battle Job 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 Tips Good personality- enthusiastic and outgoing Strong work ethic Excellent communication skills Product knowledge Interest 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, 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.