More photos from Outdoor Retailer

The Outdoor Retailer Show was even busier the second day.

By happy hour time on Friday, it was tough to walk through the halls. Patagonia had a concert inside its booth, Billabong hosted Donovan Frankenreiter live at its branded room, and The North Face had a huge happy hour for VF brands with key athletes giving presentations in a giant camping tent-like booth.

The party of the evening went to Teva, which hosted an 80’s theme party with an 80’s cover band from LA. The party was packed until 2 a.m.

Saturday's OR crowd didn't heat up until mid-to-late morning, with many brands using coffee machines to lure new buyers.

Overall, there was a consensus that a lot of action sports brands are using SUP as a vehicle to tap into the outdoor market and vice versa. I noticed a lot of outdoor brands with surf and SUP graphics on their booths.

And a lot of the action sports brands showcased technical apparel that can be worn not just in the surf, but also on bikes, as well as line extensions geared toward a slightly older consumer.

We’ll have lots of brand updates in coming weeks from all of our interviews at the show.