Outside Buys More Tech

Press release posted on Shop Eat Surf Outdoor (damn, I still can’t get over that name…):

Outside Interactive Inc., the world’s leading creator of outdoor content, mapping, events, and experiences, today announced the acquisition of Inntopia, a leading provider of integrated software solutions for the adventure travel and hospitality industry.

Inntopia is a booking engine, a hospitality reservation system. Outside clearly has completely moved away from being the preeminent storyteller of outdoor and adventure stories – those were the days – but story telling doesn’t make the investors happy. You can’t 10x stories. Outside wants to “own the full stack”: every transaction point a person engaging with the outdoors encounters. That’s the play.