YETI Film Tour Sets the Benchmark for Community Building Through Storytelling

In January, YETI announced it would travel across North America and overseas for a 12-stop film tour debuting a collection of unreleased and never-before-seen films “from the wild”. YETI’s commitment to storytelling has been second-to-none since the launch of YETI Stories in 2015. The following year, YETI launched its film tour, taking the short films about real people using real YETI products on the road. 2020 marks the first year that YETI’s film tour has gone international, including stops in Canada and Australia.

With the film tour stopping at the Lobero Theater in Santa Barbara, California, the Brand Storytelling team decided to go check it out and experience first-hand how YETI is using storytelling to connect with their consumers where they live. Here’s what we found:

YETI’s Films are Better Than Ever

Kathmandu Punks? Snowboarding Ranchers? Rock climbers surfing big waves? The stories sourced by YETI for this tour are as interesting as any YETI has presented. Films like Kekoa, which follows brothers Jamison and Ryan Witbeck through the ups and downs of building, saving, chartering, and saving (again) the beloved wooden seacraft they’d spent two years building by hand. Then there’s A Prayer for Joshua Jackson, a harrowing and remarkable story of a young man who’s potential NASCAR career was derailed by a debilitating racing accident, only to wind up back on the track doing what he loves at any cost. From films with an eye on conservation and wildlife like Geoff Rowley’s Finding Ground to films about pitting an unyielding spirit against the outdoors in Lauren Spalding’s Lean Against the Wind, YETI delivers a slate of new and entertaining stories that inspire and uplift, with an emphasis on getting outside and living life to the fullest. Be sure to watch these films as they become available on YETI Stories.

The Film Tour is Purpose Driven

“This year’s stories not only come from the wild, but all proceeds go toward preserving the wild,” reads YETI’s Film Tour landing page. All proceeds from the YETI Film Tour’s ticket sales benefit conservation groups dedicated to preserving the outdoors, including the Outdoor Foundation, Trout Unlimited, Surfrider Foundation, Operation BBQ, and the Rocky Mountain Elk Foundation. Additionally, proceeds from the Melbourne stop ticket sales will be donated to organizations delivering aid and support to communities affected by the Australian bushfires. “Because of YETI, we’ve been able to work with groups like the California Rangeland Trust and all these different people. It allows us on a daily basis to work on conservation and I just can’t tell you how thankful I am for that”, said legendary surfer and film director Keith Malloy (Keith appears alongside his brother Dan in the film Sandbagging Jimmy Chin and acts as a YETI ambassador). Malloy’s observation that YETI provides opportunities for conservation extends to its ambassadors and consumers alike, as attendees relished opportunities to bump their ticket status to VIP at a greater donation price as well as purchase raffle tickets once inside the venue.