REI quietly opened its doors on Wednesday for a friends and family event, followed by a public opening on Friday (Herald, July 27). When the national retailer announced in 2023 that Durango would be home to one of its 193 stores, joining 14,000 employees and 25 million members nationwide (including 2.2 million in Colorado and 9,000 locally), it understandably sparked concern among local outdoor retailers, loyal patrons, and some economic developers.
More competition is often viewed as a threat, but it can also spur innovation, improved service, and expanded offerings. Based upon our conversation with Meghan Wyrwich, the REI Durango Store Manager, that’s what the Herald’s editorial board believes is possible. Wyrwich relocated from Atlanta and brings more than a decade of company experience. She’s familiar with the fear that REI could overpower independent shops, and she’s working to address it head-on.
Wyrwich shared a story about one of her new employees who moved to Durango from Asheville, North Carolina. When REI opened there in 2008, the employee – then the owner of a local climbing shop – was initially alarmed. But the store’s presence ultimately boosted his business thanks to REI’s strong brand recognition drawing more outdoor enthusiasts to town. It’s possible REI could do the same in Durango. While the effect of tourism here is complex, we view this development with cautious optimism. Durango’s next-closest REI stores are in Grand Junction and Albuquerque, both 3.5 hours away.
What impressed us most was Wyrwich’s commitment to lifting all boats. On June 5, a Durango Outdoor Community Gathering, organized with help from longtime conservationist Jeremy Garncarz and the Colorado Outdoor Recreation Industry Office, brought together outdoor business leaders. The goal: build relationships, meet the REI team, and explore collaboration.
In January, Garncarz noted in an email that there’s “plenty of space to discuss what being a good community member means” and how REI could coexist with local retailers. He pointed to Durango’s local breweries as a model of “coopetition” – a hybrid of cooperation and competition that benefits everyone.
Local business leaders Tim Walsworth (Durango BID) and Doug McCarthy (Local First) attended the meeting. Both remain cautious, emphasizing the need for shoppers to “look local first” – a message long promoted by their organizations and the Chamber of Commerce.
“Coopetition” hinges on how well businesses collaborate and differentiate themselves, but also on consumer behavior. Durango’s established shops – mostly downtown – bring decades of expertise and unique offerings. With REI located in BODO, it’s feasible that everyone can find a niche.
Wyrwich says REI staff are being trained to learn other shops’ inventory and refer customers accordingly. REI also appears to be investing meaningfully in the community. Each new co-op membership sends $5 to the REI Cooperative Action Fund. Durango store staff selected Montezuma Land Conservancy to receive a $20,000 grant this fall. REI is also sponsoring the Durango Farmers Market and organizing trail service projects with Durango Trails.
After an initial misstep endorsing Doug Burgum for Secretary of the Interior – an action for which REI’s new CEO publicly apologized – the co-op has taken a leadership role in “Brands for Public Lands,” a coalition advocating for protection of federally managed natural spaces.
The store’s economic impact is already being felt, with 43 new jobs created – 39 filled by locals. From over 700 applicants, REI hired six full-time and 37 part-time staff, including one Durango native returning home for the job. All employees, regardless of hours, receive the same benefits, including health insurance and retirement contributions. Sales associates start at $19/hour – below the $22.74 county livable wage, but at the high end of local retail pay.
REI seems to share Durango’s values of community investment and stewardship. Let’s give them a fair opportunity to prove it. The success of our community isn’t up to REI alone. It’s also up to us.
More information about the Aug. 22–23 grand opening can be found at https://bit.ly/46uDPef.
