Thu2:15PM ← All 2018 Sessions

Retailer Track

Aligned 2018 Session:Hosting 101: Treating New Customers As Old Friends


Hosting an event has long been the go-to for building opportunities that create interactions - be that an intimate dinner party, a rocking festival, or a home-grown product sampling event. In this session, find out how to turn new customers into old friends through community events. Learn from Amy Parulis, Community Relations and Events Manager of Denali Outdoor and Cat Bartash, Buyer at Wheelworks, the importance of building an event repertoire to increase business awareness, connect with the local community, and keep customers connected.


  • How to use events to get to know your customers
  • Actionable advice for running in-store events at your own retail location
  • How to partner with brands to implement a supported event
  • Real event examples that resulted in a strong community connection

Session Speakers

Amy Parulis  
Community Relations & Events Manager at Trailblazer Central LLC & Denali

Amy Parulis is the Community Relations and Events Manager for Denali, an independent outdoor clothing company. She plans and puts on events through their stores to increase brand awareness, connect with the local community, and keep customers connected to their brand. Amy maintains the store’s social media accounts and engages with customers through these platforms. She is an outdoor enthusiast who especially loves to hike and ride her bike. She truly enjoys encouraging other people to get outside!

Cat Bartash  
Buyer at WheelWorks

Cat Bartash never planned on working in a bike shop. She thought that the bike shop position would be part-time for a summer. A summer job turned into a year, then a decade and is still going today. Now she is an avid cyclist who interacts closely with customers as well as bike companies. Cat has a specific interest in encouraging female riders - when she started at the bike shop only a few bikes were geared towards women, and most of them were pink and had flowers on them. Cat is not a pink or flowery kind of woman.

With the support of her employers and the industry, Cat started to lead women's rides and hold women's clinics. She has watched the industry and number of female riders grow over the years and enjoys hosting events that encourage everyone to get on a bike.