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SUBARU CARVES OUT MICRO-EVENTS, ADVENTURE FOR ITS 2022 WINTERFEST TOUR

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Among brands embracing the micro-event trend of 2022 is Subaru, which has reimagined its WinterFest platform as a music and mountain lifestyle adventure tour featuring small, curated and high-touch experiences under the umbrella of its large presence at eight resorts across the country. The platform, which launched in 2014, is returning to the slopes after a two-year hiatus to meet the pent-up consumer demand for outdoor recreation, to maximize the winter experience for brand devotees, and to evoke an “emotional connection” with 25-34-year-old outdoor adventure seekers. At the heart of the tour is a showcase of the Subaru Wilderness Family of vehicles and, in addition to music, the experience includes food and beverages alongside giveaways, gear demos and even special appearances by avalanche rescue dogs. WinterFest kicked off in Killington, VT, at the Killington Mountain Resort, Feb. 11-13, and will wrap in Bend, OR, at Mt. Bachelor, April 14-16.
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“WinterFest has always been a way for Subaru to connect to its owners, potential owners and mountain resort visitors. Our goal has always been to make someone’s day at the resort better and to provide a free, memorable experience for whoever wants to come,” says Matt Barber, brand partnerships and experiential marketing manager at Subaru of America. “Before COVID, we started to refine that experience and make it more about a full-scale lifestyle festival that is unique to the resort visitor.”
Subaru WinterFest_2022

Live music was one of the main attractions at Subaru’s WinterFest event in Killington, VT.

Festival attendees can relax in a Subaru WinterFest village offering s’mores and other treats from partnering brands including Alpine Start, Kate’s Real Food and Alpine Start Coffee (served in Klean Kanteen mugs). Tiny houses have long been popular at WinterFest, says Barber, and this year presents a newly-designed rollout featuring two different activation outposts. One is a Subaru WinterFest station where fans can win giveaways and demo winter sport equipment. Subaru owners can visit the area to drop off their skis for a quick, complimentary custom “Wax and Relax” service (using nano technology) by Dynamic Wax. The other outpost offers a Subaru brand experience featuring vehicle audio demos and a timeline of more than 50 years of adventure vehicles culminating with the 2022 Subaru Outback Wilderness edition. All festival attendees can explore gear demos from Mammut, Nordica, Thule and Arbor Collective while Subaru owners can opt in for the VIP treatment (think: free VIP parking, special gifts and perks including free lift tickets). There is also live music hosted by Subaru audio partner Harman Kardon on the main stage at each resort. Music performances will spotlight national touring bluegrass, indie and Americana bands including Dawes, Twiddle, Trampled by Turtles and The Ghost of Paul Revere. In addition, all Subaru fans can attend satellite shows taking place outdoors on an all-new, fully custom pop-up stage built from a 1999 Subaru Sambar at each of the eight resorts. This year Subaru also rolled out a new COVID-friendly touchless QR code system and sweepstakes platform with brand ambassadors on-site to help attendees navigate the technology. Focused on environmentally friendly habits, Subaru designed WinterFest to be an almost entirely waste-free event with Klean Kanteen, TerraCycle and Leave No Trace offering giveaways that help consumers integrate green practices into their lives. WinterFest’s charitable effort will bring dog-friendly experiences to select WinterFest events. Through a partnership with the National Ski Patrol (NSP), Subaru created a scholarship fund that sends patrols and their avalanche rescue dogs to the Wasatch Backcountry Rescue International Dog School. For every person at the festival who opts-in to a daily drawing this year, $1 will be donated to NSP to train avalanche rescue dogs. “If you build spaces for people to feel comfortable hanging out and spending time in together, the results will speak for themselves,” says Barber. “Your opt-ins, engagement and attendance numbers go up. We started focusing on creating space for people to hang out, be it fire pits with s’mores, or rooftop hangouts on top of our trailers, and then hosting a free concert from a national performing artist along with it. Event marketers can get caught up in the giveaways and swag, and that branding is important, but providing space and an experience to make someone’s day or weekend better, is huge.” Agency: Powdr. Photo credit: Ethan Johnson
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Learn how a plastic wrapper becomes a beautiful picnic table

TerraCycle Include USA ZWB Subaru
CAMDEN, N.J. -- Employees at Subaru of America can eat today's lunch at a table crafted from yesterday's trash. It might not happen overnight, but the environmental efforts at the nationwide headquarters have resulted in several benches and picnic tables completely made from recycled plastic. It's the result of a partnership with TerraCycle, a Trenton business that aims to eliminate the concept of waste. They take a creative approach by converting otherwise non-recyclable goods into art, such as a sturdy park bench. Since 2017, the duo has diverted over 3 million pieces of waste. That amounts to about 24,000 pounds of trash that would have otherwise been dumped in a landfill. The effort is spearheaded by Subaru's Love Promise initiative, which aims to promote positive change for the earth, caring, learning, and pets. Special recycling boxes are dotted around the Camden complex that encourage employees to recycle wrappers, cups, and more. These boxes are shipped to TerraCycle, where the magic happens. Subaru retailers across the country encourage customers to drop off qualified recyclable goods to contribute to the creation of benches and tables for the community. These amenities are donated to parks, schools, and more. For example, the public can recreate on recycled tables at Dudley Grange Park in Camden. Adjacent to Subaru's recycled picnic pavilion is their community garden, where employees grow produce to donate to local food banks. Anyone interested in learning more about how to create sustainable art from their own waste can reach out to Subaru or TerraCycle.  
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Subaru Winterfest visits Tahoe

TerraCycle Include USA Subaru
Subaru WinterFest is a one-of-a-kind concert and mountain lifestyle tour where skiers, snowboarders, friends and families come together to share their love for all things winter. Sierra-at-Tahoe will host the event on March 14 and 15 and Boreal Mountain will be the host from March 20 to 22.   There will be live music by national artists. Enjoy giveaways and test the latest gear from Nordica, Lib Tech, Thule and more. Relax and enjoy free s’mores, snacks and a cup of coffee. KleanKanteen, Terracycle and Leave No Trace will be there to support #DontFeedTheLandfills and share environmental practices.   Experience Super Chewer Outpost by BARK for giveaways while supplies last and guided training sessions. Plus, learn how you can help Subaru and the National Ski Patrol support avalanche rescue dogs. Subaru owners get VIP parking and a special gift while supplies last. | sierraattahoe.com, rideboreal.com
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Jenkins Subaru Official Drop Off Point for National Program That Repurposes Recycled Products for Local Community

TerraCycle Include USA Subaru
In roughly two months, the world will be celebrating Earth Day with messages of reduce, reuse, recycle. One local company, however, lives that slogan year-round.   Jenkins Subaru , located on Lodgeville Road in Bridgeport, is part of the Subaru TerraCycle partnership program. The initiative was launched last year with a goal of recycling one million pieces of waste through the automaker’s ongoing Subaru Loves the Earth recycling program.   Known for being environmentally conscious and geared toward those who love the great outdoors, Subaru now has nearly 600 participating Subaru retailers participating, including Jenkins. As a drop-off location, Jenkins accepts items such as plastic cups, straws, lids and creamer capsules.  Even the collection bins are recycled. Collections are then used to build park benches, playground equipment and more.   “We look forward to the new green initiatives Subaru will offer in the coming years and we love how this program creates products that improve communities around the nation,” said Marketing Director Aaron Kittle. “Subaru is the leader in green auto factories and we are happy to promote these initiatives.”   Community members are encouraged to start recycling drives in their homes and offices and contribute to the bins at Jenkins Subaru. The products made from the recycled waste is then donated to local communities such as Bridgeport. Collection points also include REI stores and other partners of Subaru that promote conservation and environmental causes.   April is Subaru Loves the Earth Month at Jenkins Subaru, where additional promotions encouraging recycling and reducing waste will be introduced. For additional information about the recycling program, visit Jenkins Subaru.
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Recycled Plastic Benches, Now From Subaru

TerraCycle Include USA Subaru
A shining beacon of automotive environmental responsibility, Subaru, is continuing their "Subaru Loves the Earth" initiative by making picnic tables and park benches out of recycled plastics. Working in partnership with recycling firm Terracycle, the benches are made by taking discarded plastics—like candy wrappers and coffee pods—and turning them into pellets. These pellets then can be "molded" into just about any piece of outdoor furniture that one can imagine (even playground equipment). No word yet on a WRX version, though.   Learn more about the process here.
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Subaru Is Creating Furniture From Recycled Coffee Pods And Candy Wrappers

TerraCycle Include USA Subaru
From: inquirer.com Move over, Outbacks, Foresters, and Imprezas. Subaru of America has gotten into the outdoor furniture business.   Two years ago, the Camden-headquartered automotive corporation teamed up with TerraCycle, a Trenton-based recycling company, to create tables, chairs, and benches out of discarded, hard-to-recycle items: snack wrappers, disposable cups, lids, plastic straws, and coffee, tea, and creamer cups.   Some of the furniture is now permanently installed outside Camden City Hall. Other pieces have graced the Philadelphia Auto Show and the Philadelphia Flower Show. The items are among more than 100 the company has donated as part of its Subaru Loves the Earth program. The initiative aims to reduce waste, safeguard resources for future generations, and preserve natural spaces.
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Subaru is creating furniture from recycled coffee pods and candy wrappers

TerraCycle Include USA ZWB Subaru
Move over, Outbacks, Foresters, and Imprezas. Subaru of America has gotten into the outdoor furniture business.   Two years ago, the Camden-headquartered automotive corporation teamed up with TerraCycle, a Trenton-based recycling company, to create tables, chairs, and benches out of discarded, hard-to-recycle items: snack wrappers, disposable cups, lids, plastic straws, and coffee, tea, and creamer cups.   Some of the furniture is now permanently installed outside Camden City Hall. Other pieces have graced the Philadelphia Auto Show and the Philadelphia Flower Show. The items are among more than 100 the company has donated as part of its Subaru Loves the Earth program. The initiative aims to reduce waste, safeguard resources for future generations, and preserve natural spaces.   “We’ve collected over 3 million pounds of waste,” said Amy Strawbridge, Subaru’s brand partnership and experiential marketing manager.     The recyclable materials are collected in Zero Waste Boxes supplied by TerraCycle that are pre-labeled and shipped to Subaru’s 589 U.S. dealerships for use by Subaru employees and the community.   “We’re collecting items that traditional recyclers don’t want,” said Rhandi Goodman, global vice president of zero waste at TerraCycle. “We have good success in making sure we are getting the proper [materials]," which stay in the United States and are not shipped abroad. When a full box is returned to TerraCycle, an empty one is automatically sent out to the dealer. Subaru’s Strawbridge estimates that the car company has filled about 3,500 boxes.   While some customers drop off items when they’re shopping for cars, others make a special trip to the dealerships. Subaru dealers in Seattle, San Francisco, and New England have returned the most waste, while Philadelphia-area dealers fall in the middle of the pack.   At TerraCycle, the recyclable materials are separated out, cleaned, and turned into pellets. Paper-based and organic waste are composted. Metals are melted down.     The pellets are used to mold the parts for park benches, picnic tables, and playground equipment, which can then be ordered from a catalog by individual Subaru dealerships and donated to their local communities.   “All of the pieces are molded like a typical manufacturer," would mold them, said TerraCycle’s Goodman. “We work with a couple of vendors to produce the benches.”   “They’re super sturdy," added Dominick Infante, director of communications for the automaker.   Subaru hopes to expand the program into other locations, Infante said. For example, the company is now in a year-long pilot program with outdoor retailer REI to collect snack wrappers in 148 REI store locations. And plans are in the works to collect additional tough-to-recycle materials like pet-food bags and coffee bags.   “We don’t see an end in sight,” said Infante. “We just see this growing.”
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Subaru is creating furniture from recycled coffee pods and candy wrappers

TerraCycle Include USA ZWB Subaru
Move over, Outbacks, Foresters, and Imprezas. Subaru of America has gotten into the outdoor furniture business.   Two years ago, the Camden-headquartered automotive corporation teamed up with TerraCycle, a Trenton-based recycling company, to create tables, chairs, and benches out of discarded, hard-to-recycle items: snack wrappers, disposable cups, lids, plastic straws, and coffee, tea, and creamer cups.   Some of the furniture is now permanently installed outside Camden City Hall. Other pieces have graced the Philadelphia Auto Show and the Philadelphia Flower Show. The items are among more than 100 the company has donated as part of its Subaru Loves the Earth program. The initiative aims to reduce waste, safeguard resources for future generations, and preserve natural spaces.   “We’ve collected over 3 million pounds of waste,” said Amy Strawbridge, Subaru’s brand partnership and experiential marketing manager.     The recyclable materials are collected in Zero Waste Boxes supplied by TerraCycle that are pre-labeled and shipped to Subaru’s 589 U.S. dealerships for use by Subaru employees and the community.   “We’re collecting items that traditional recyclers don’t want,” said Rhandi Goodman, global vice president of zero waste at TerraCycle. “We have good success in making sure we are getting the proper [materials]," which stay in the United States and are not shipped abroad. When a full box is returned to TerraCycle, an empty one is automatically sent out to the dealer. Subaru’s Strawbridge estimates that the car company has filled about 3,500 boxes.   While some customers drop off items when they’re shopping for cars, others make a special trip to the dealerships. Subaru dealers in Seattle, San Francisco, and New England have returned the most waste, while Philadelphia-area dealers fall in the middle of the pack.   At TerraCycle, the recyclable materials are separated out, cleaned, and turned into pellets. Paper-based and organic waste are composted. Metals are melted down.     The pellets are used to mold the parts for park benches, picnic tables, and playground equipment, which can then be ordered from a catalog by individual Subaru dealerships and donated to their local communities.   “All of the pieces are molded like a typical manufacturer," would mold them, said TerraCycle’s Goodman. “We work with a couple of vendors to produce the benches.”   “They’re super sturdy," added Dominick Infante, director of communications for the automaker.   Subaru hopes to expand the program into other locations, Infante said. For example, the company is now in a year-long pilot program with outdoor retailer REI to collect snack wrappers in 148 REI store locations. And plans are in the works to collect additional tough-to-recycle materials like pet-food bags and coffee bags.   “We don’t see an end in sight,” said Infante. “We just see this growing.”
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Rethinking Recycling

TerraCycle Include USA Subaru
Styrofoam cups and coffee pods aren’t recyclable … right? They are if you talk to TerraCycle, a Trenton, New Jersey, company that works with conscientious brands and consumers to provide recycling programs for almost every form of waste.   Think of a household product that often ends up in the trash – a used toothbrush, a chip bag, a water filter – and there’s probably a way you can, through TerraCycle, recycle it for free. Usually, you can slide the waste into a padded envelope, print a prepaid shipping label (funded by a partner brand, such as Brita or Colgate) and send it off to TerraCycle, where materials are cleaned, shredded and made into products ranging from school supplies to bird feeders.   Then, there’s the Zero Waste Box™ program. For this, TerraCycle focuses on three categories of waste: disposable cups and lids, candy and snack wrappers, and single-serve coffee, tea and creamer capsules. Offices, stores and even individuals can buy Zero Waste Boxes to fill and ship back to TerraCycle. From there, the “trash” is broken down and converted into compostable waste or reusable raw material.   In April 2018, Subaru of America partnered with TerraCycle to make Zero Waste Boxes available to all Subaru retailers. Since then, retailers have diverted 500,000 pounds of waste, or the equivalent of about 150 Subaru vehicles, from landfills.   When Annapolis Subaru joined the program, the Maryland retailer filled up 30 boxes within six months. “The waste is probably half from the office and half from (community members) who’ve found out we’re a hub,” says General Manager Bill Sadtler.   TerraCycle also has created a line of products made just from the waste Subaru retailers send in. In turn, retailers purchase these items, including picnic tables and playground materials, to donate to local parks and schools.   Jonathan Rivard, regional marketing manager for Subaru of America, is proud of how effective the partnership has proved to be, noting that the Zero Waste Boxes have filled up faster than he anticipated. Customers are especially happy to see that they can recycle things such as single-use coffee pods that aren’t always accepted in regular recycling bins.   “It’s one of those programs that hits on all cylinders – the need for it. It makes sense; it’s easy to understand and implement. You really look at it and ask, ‘Why haven’t we been doing this already?’” Rivard says. “There’s nothing they can’t recycle; they’re really amazing that way.”   Learn more about TerraCycle and find a Zero Waste Box at your local participating retailer.   Subaru proudly supports the work of charities and organizations that share our values. Discover all the ways we work together to improve our communities at subaru.com/partners.  
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Subaru WinterFest To Bring Music, Food And Adventure To Nine Ski Resorts In 2020

TerraCycle Include USA ZWB Subaru
image.png Subaru of America, Inc. today announced the return of Subaru WinterFest presented by Harman Kardon®, the automaker's highly anticipated, music and lifestyle tour offering one-of-a-kind experiences for winter warriors across the country. Featuring weekend stops at nine of the nation's top mountain resorts, the 2020 Subaru WinterFest tour will feature live music, complimentary snacks and refreshments, dog activities (at select resorts), daily giveaways and gear demos to create a truly unique experience for outdoor enthusiasts and Subaru owners alike. To eliminate and divert waste from landfills, the automaker will again implement green event practices including expanded recycling collection with TerraCycle® and waste reduction education with Leave No Trace Center for Outdoor Ethics.
Subaru WinterFest 2020 will feature stops at nine of the country’s top mountain resorts, where outdoor enthusiasts and Subaru owners can enjoy live music, food & beverage, daily giveaways, gear demonstrations and more.
Subaru WinterFest 2020 will feature stops at nine of the country’s top mountain resorts, where outdoor enthusiasts and Subaru owners can enjoy live music, food & beverage, daily giveaways, gear demonstrations and more.
In partnership with POWDR, one of the last family-owned adventure lifestyle companies with multiple mountain resort destinations, each stop on the Subaru WinterFest tour will include live music sponsored by Harman Kardon®, the premium audio partner for Subaru vehicles. Subaru WinterFest will include shows from national touring bluegrass, indie and Americana bands such as Shakey Graves, Billy Strings, The Infamous Stringdusters, Railroad Earth, The Lil Smokies, Fruition and more.
Attendees are encouraged to demo the latest gear from top brands such as Nordica, Lib Tech, SHRED, Thule, and other partners offering daily giveaways on-site. Mountain-goers are invited to play lawn games, relax in hammocks, or warm up at upgraded hangout zones with fire pits by Solo Stove while enjoying winter comforts from Chocolove, KIND Healthy Snacks, La Colombe Coffee Roasters, and SMASHMALLOW. The latest Subaru vehicles will also be on hand for exploration including the all-new 2020 Outback. Through dynamic programming executed by POWDR's experiential marketing team, weekend guests are encouraged to engage with experts and like-minded adventure seekers – making time off the slopes just as exciting as on them. In addition to guest activities, Subaru owners are invited to partake in the "Subaru Weekend Takeover" featuring special experiences for Subaru owners such as exclusive mountain gondola rides, tram jam sessions, intimate backcountry YURT concerts, and much more. Subaru owners will also receive VIP parking and special gifts (while supplies last). "Subaru has long been known for its all-wheel-drive vehicles that help power skiers and snowboarders to countless winter adventures," said Alan Bethke, Senior Vice President of Marketing, Subaru of America Inc. "We are delighted to once again help winter warriors seize the snow days and enjoy a memorable experience at the nation's top mountain resorts." Subaru Loves the Earth In line with the automaker's Subaru Loves The Earth initiative, Subaru will again work alongside TerraCycle to collect hard to recycle waste generated during Subaru WinterFest and Leave No Trace Center to educate consumers on zero landfill practices. Additionally, Subaru has provided co-branded TerraCycle Zero Waste Box™ to all Subaru WinterFest resorts, offering a convenient way for attendees to recycle snack wrappers accumulated from outdoor activities. In partnership with Klean Kanteen, Subaru and Klean event teams will also provide attendees with reusable bottles, mugs, apparel (while supplies last), and daily Klean bundle giveaway prizes, all of which help reduce the environmental footprint. Subaru Loves Pets Dogs and their people are welcome at select Subaru WinterFest resort locations, where they will find games, guided training sessions, photo ops, and giveaways at the Super Chewer Outpost by BARK. These basecamps for dog adventures are built at select tour stops (excludes Snowshoe Mountain, WV and Snowbird, UT) in partnership with BARK, the makers of BarkBox. In collaboration with longtime partner the National Ski Patrol® (NSP), Subaru will continue to put a spotlight on outdoor safety by celebrating the mountain communities' canine heroes. During WinterFest events this season, for every Subaru information form received, Subaru will donate $1 to the Subaru National Ski Patrol Avalanche Rescue Dog Scholarship Fund, created together with NSP to send avalanche rescue K-9 teams of dogs and their handlers to the biannual Wasatch Backcountry Rescue's International Dog School. To date, Subaru of America has donated more than $35,000 to the avalanche dog scholarship fund. Avalanche rescue dogs are an amazing resource for ski patrols as one dog can search a far larger area in much less time than even a dozen trained humans.
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