Robin Hall, founder of Town Hall Outdoor Company, describes Rural is Rad as a movement of support and discovery that she helped start with two other Western Slope entrepreneurs.

The idea for the new movement grew out of a conversation between Hall and Kelly Mazanti — who own and operate a clothing company, Buttnski, based out of Silverthorne — and TJ. Smith, who owns and operates an independent art studio called Stray Wild in Grand Junction.

“Rural is Rad aims to bring awareness and connection to rural businesses and founders in the outdoor recreation industry,” Hall said. “Our goal is to build a comprehensive directory, marketplace and community of outdoor-oriented brands for people to discover, shop and support year-round, while providing a resource for rural founders to collaborate, and potentially build something bigger. This movement will start right here in Colorado and expand nationwide in future years, with the help of key partners.”

In 2021, Hall and her partners founded the Town Hall Outdoor Company, a business that creates sustainable children’s clothing and is headquartered in Steamboat Springs. She understands the challenges that many rural businesses face, but also realizes the rewards that come from owning a company in the community she loves.

She said when she met Mazanti and Smith on a panel at the Western Slope Startup week last August, the business owners bonded over the common struggles they face, as well as the rewards of owning rural businesses. Together they created Rural is Rad, launching it late last year to help other entrepreneurs deal with those challenges, while also developing a platform highlighting what these rural businesses offer.

“We come from different places, but we share everything from managing shipping, to expenses, to finding employees and sourcing materials,” Hall said. “We all have these common challenges when you live somewhere that’s not this mainstream place. It’s hard, and it is a struggle, but it’s worth it.”

The group wants to see the movement grow by adding to the list of rural businesses that are part of Rural is Rad.

The group will also have a customer-facing aspect promoting rural, outdoor and community-based businesses with a digital medium. Hall said customers can find a directory of Rural is Rad businesses, and can access special offers and events promoted though the group’s website.

She also said the movement may eventually include podcasts, and could hold hyperlocal events, micro gatherings and other promotions. This year, the group will launch Rural is Rad Week on Nov. 30 as part of Small Business Saturday. The event comes on the heels of Black Friday just as the holiday shopping season shifts into high gear.

During that week, Rural is Rad businesses will offer discounts, deals and special connection points through online and in-store promotions, with the hope of offering customers a unique product made with love.

“We already have jobs — we’re already running our own companies,” Hall said. “The goal is for this to kind of take off with a life of its own so that rural founders can really get together and support each other.”

The goal of Rural is Rad is to drive revenue for rural businesses, provide an alternative to shopping ‘big,’ and build a year-round community between the businesses, the customers and each other.

“Rural is Rad aims to provide consumers with an alternative to shopping big business through the feel-good purchasing power of shopping rural, as well as connecting with local communities,” Hall said.