Rock/Creek

Rock/Creek is a Chattanooga, Tennessee-based sporting goods retailer of clothing and gear for rock climbing, paddling, trail running, hiking, camping and travel.

Rock/Creek
TypePrivate
IndustryRetail, outdoor industry
Founded1987
Headquarters
Chattanooga, Tennessee
Key people
Dawson Wheeler and Marvin Webb, co-founders, Jonathan Scott, vice president
ProductsClothing and outdoor equipment
Number of employees
50-99
WebsiteRock/Creek

History

Founded as Rock/Creek Outfitters and Canoeist Headquarters in 1987 when Dawson Wheeler and Marvin Webb purchased Canoeist Headquarters, the company became known as Rock/Creek Outfitters. The name was shortened to Rock/Creek in 2007.

In November 2007, Rock/Creek was named one of the top 25 specialty outdoor retailers by Outdoor Business magazine.[1] In 2009, SNEWS & Backpacker Magazine chose Rock/Creek as Retailer of the Year for Best Online Business.[2]

Rock/Creek has a total of five brick-and-mortar locations. They have two flagship stores, one in downtown Chattanooga and the other at Hamilton Place Mall, two paddling stores and an e-commerce site. In 2007, Rock/Creek opened a new store in the Two North Shore development in downtown Chattanooga.[3] The project, developed by CS & Associates and Greenlife Grocery, has been designed with U.S. Green Building Council's LEED standards in mind.[4] The latest store to open is located at The Block, the largest adaptive reuse project in Chattanooga.[5]

Rock/Creek selected Art Technology Group to revamp its Web site in Fall 2010.[6] Since that date, the company has been listed on Internet Retailer's "Second 500" list. For the 2012 list they were #644.[7]

In October 2014, a Chattanooga shop employee pursued a shoplifter on foot and the story went viral after being picked up by Trail Runner Magazine.[8]

Charity and environmental initiatives

Rock/Creek regularly gives money to environmental non-profits and sponsors trail building and cleanup efforts. The retailer created the Rock/Creek StumpJump 50k in 2002 to raise awareness and funds for the Cumberland Trail. This race has expanded and now forms part of a larger Rock/Creek Trail Series, with trail running events throughout the year ranging from 5 miles to 50 miles.[9] Past campaigns have included working with Chaco footwear to send used shoes to orphans in Nepal through the dZi Foundation.[10]

Rock/Creek has been featured in local media for its involvement in local trail races as well as the 3 State 3 Mountain Challenge, a bike century.[11]

Affiliations

Rock/Creek is a member of the Grassroots Outdoor Alliance, a group of independent outdoor shops dedicated to the sustainability of the specialty outdoor channel and the quality of the outdoor enthusiast’s experience.[12] The retailer is also a member of the Outdoor Industry Association.

Rock/Creek employees serve on nonprofit boards as well. Founder Dawson Wheeler serves on the board of SAWS (Southern Appalachian Wilderness Stewards).[13] Marketing Director Mark McKnight serves on the board of local land trust Lula Lake Land Trust.[14] Wheeler has been involved in lobbying for wilderness protection in the Cherokee National Forest and is cited in press interviews around the topic.[15]

References
  1. "16 Grassroots Outdoor Alliance members receive honors". Snews. 2007-11-16. Retrieved 2008-01-11.
  2. "Retailer of the Year - Best Online Business: Rock/Creek puts a personal touch on web sales". Snews. 2009-05-11. Retrieved 2010-05-21.
  3. "Two North Shore Opens in North Chattanooga with Green Theme". WDEF News12. November 2007. Retrieved 2008-01-11.
  4. "Idealism, marketing drives companies to go green". Chattanooga Times Free Press. 2007-04-29. Archived from the original on 2007-11-15. Retrieved 2008-01-11.
  5. "Joining the Block Party". Get Out Chattanooga. 2012-12-31. Retrieved 2014-02-03.
  6. "Rock/Creek to Revamp Web Presence with ATG Commerce". MarketWatch.com. 2010-05-17. Retrieved 2010-05-20.
  7. "Internet Retailer Second 500 List". internetretailer.com. 2012-02-14. Retrieved 2012-02-14.
  8. http://trailrunnermag.com/people/news/1515-shoplifter-gets-schooled-by-ultrarunners
  9. "Rock/Creek Trail Series – SE Tennessee". ultrarunningnews.com. 2010-02-27. Archived from the original on 2010-03-04. Retrieved 2010-05-20.
  10. "If the Shoe Fits, Spare It- Rock/Creek, Chaco and dZi". Treehugger.com. 2006-07-16. Retrieved 2008-01-11.
  11. http://nooga.com/168762/rockcreek-aims-to-draw-national-attention-to-scenic-city-with-outdoor-events/
  12. "About the Grassroots Outdoor Alliance". Grassroots Outdoor Alliance. 2007-03-13. Archived from the original on 2007-12-17. Retrieved 2008-01-11.
  13. http://www.trailcrews.org/board-of-directors/
  14. http://lulalake.org/about/staff-and-board-of-directors
  15. http://www.johnsoncitypress.com/article/125230/corker-alexander-sponsored-tennessee-wilderness-act-gets-reintroduced
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