Adventure Subaru: Leading the Pack in Eco-Friendly Community Involvement

With more than 50 partnerships in place with local events, charities and organizations, Adventure Subaru in Fayetteville, AR, is a retail leader in community involvement.
 

A university city home to trails, parks and waterways, Fayetteville and the surrounding Ozark Mountains are the perfect setting for outdoor activities like climbing, cycling and canoeing. Additionally, the Northwest Arkansas landscape offers opportunities for conservation and natural preservation work. Thus the name Adventure Subaru—a retailer living up to its name and supporting causes important to the dealership, its local community and Subaru drivers.  
 

“We came up with the [dealership] name back in 2000, and we were definitely targeting the adventure/experience seekers that are a core audience for Subaru,” explains Susan Idlet, Adventure Subaru’s marketing manager. “This target looks for new adventures and excitement, and they are also open-minded and environmentally conscious.”
 

Green Dealer Support recently talked with Idlet, who shared details about the retailer’s community outreach related to environmental causes and practical ways other dealerships can increase eco-friendly outreach in local communities.

Community Involvement

With a corporate logo reminiscent of the Raiders of the Lost Ark movie art, it’s fitting that Adventure’s community involvement captures the region’s commitment to exploring the outdoors and preserving the natural world. Adventure is involved in events like the Kessler Trail Run, a fundraiser designed to help preserve Fayetteville’s Kessler Mountain. The retailer also sponsors the Eureka Springs, AR, Fat Tire Festival and the Ozark Off-Road Cyclists, groups involved in building and maintaining bike trails offering fantastic views of the local landscape and healthy activities for participants. “The trails are a real gift, and we love supporting them,” Idlet said.
 

The Buffalo River Watershed Alliance is a new organization Adventure has targeted as one of its Hometown Charities for Subaru’s next Share the Love (STL) event. “This group’s mission is to preserve and protect the scenic beauty and pristine water and air quality of the Buffalo National River for future generations through public outreach and education, advocacy, and direct actions,” Idlet said. “We hope to raise several thousand dollars during STL to help them with their mission.”
 

Driving Factors

The drive to support local conservation and environmental causes begins with Adventure owner Don Nelms. A long-time Fayetteville resident and leader in the automotive retail industry, Nelms is deeply dedicated to protecting the environment and supporting the local community. He’s also a photographer who captures the area’s natural beauty in and around his home.
 

Nelms’ enthusiasm for the natural world isn’t the only factor in Adventure’s commitment to local environmental causes. Customer interest also plays a role. Idlet explains, “Subaru drivers are fiercely loyal to the brand and just as devoted to many of the nonprofits and events we support. We make a point to contribute to the causes that matter most to our customers.”
 

Expanding on the marketing benefits, Idlet confirms, “Actively associating Adventure Subaru with the various local events and charities builds on our positive perception and brings new and repeat buyers to our store.” 
 

Get Started: Select Community Causes to Support

Idlet shared some tips for retailers interested in increasing eco-friendly community involvement. She acknowledges, “All local businesses…are bombarded by sponsorship requests/opportunities, so there’s no shortage of causes to support.”
 

She suggests starting with organizations that align with Subaru’s Love Promise focus areas, as well as targeting causes important to customers. Adventure has done an amazing job of weaving the passions of dealership personnel and Subaru drivers—enthusiasm for conservation and the artistry of nature—into its community involvement.
 

After identifying organizations and events to sponsor, Idlet stresses the importance of establishing ongoing partnerships in these areas. “Stick with the same events year after year to really cement the relationship,” she recommends.

Tell It to the World

Idlet has some great advice for retailers when it comes to promoting green activities. “Tell it to the world!” she says. “Include the [Eco-Friendly Retailer] logo everywhere you can—print, e-mail blasts, signage, vehicle wraps, etc.”
 

She also suggests retailers consider an underwriting campaign on a local NPR radio station. “Our robust schedule on our NPR station always says that we’re eco-friendly,” Idlet says. “We’ve even been awarded ‘Best Green Business’ by our local chamber of commerce and voted number one in various publication readers’ polls. I truly believe it’s because we put it out there all the time.”
 

Adventure Subaru also keeps customers aware of the causes important to the dealership by publicizing events on social media. “Promote these events with your own social media before, during and after,” suggests Idlet.
 

Beyond Community Outreach

While Adventure sets the pace in community outreach, the retailer’s eco-friendly activities span beyond supporting local environmental causes. When the dealership’s new facility was constructed four years ago, energy efficiency and eco-friendly building practices were a priority, including low-flow toilets, LED lighting and occupancy sensors. The same is true for Adventure’s current expansion project, which includes a used car building and a six bay repair and detailing facility.
 

Future Adventures

True to the explorer spirit, Adventure Subaru refuses to stand still when it comes to eco-friendly practices, always looking for ways to incorporate new green programs. Next on the horizon for the dealership—bicycling. The League of American Bicyclists recently named Adventure Subaru a Bronze Bicycle Friendly Business. The retailer’s proximity to Fayetteville’s trail system positions it nicely for this recognition and staff participation in bicycling, including National Bike Month and Bike to Work Week. There’s even talk of Adventure providing loaner bikes for customers to use while waiting on vehicle service.

Nelms’ Artwork

For those curious about Nelms’ artwork, catch a peek at Northwest Arkansas’ amazing scenery and view his photography on his gallery site. Or better yet, view a slideshow of his photos while Nelms himself sings about his time outdoors.