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Raingate: Sun Mountain Issues Formal Apology for Ryder Cup Rain Suits

October 06, 2010 / by / 7 Comments

After the debacle of Raingate at the 2010 Ryder Cup, Rick Reimers, Owner of Sun Mountain Sports issued the following apology on the home page of yesterday. While the apology is sincere, it doesn’t address the issue of why the RainFlex rain gear failed, with exception that it couldn’t’ handle the rain at Celtic Manor. The damage has been done in my opinion to the Sun Mountain RainFlex brand, and this could have been avoided if they were transparent and constantly updating the public and the media on the issue. What Sun Mountain should have done The minute that word got out about the rain suits failing, Sun Mountain should have begun its crisis communication plan and responded immediately, and kept the media, and public informed of the situation. In today’s media landscape, immediacy is key. The media outlets and customers were talking about the rain suits non-stop on twitter, yet Sun Mountain failed to communicate via that channel. Say Your Sorry The apology should have come on Friday, not Tuesday afternoon. Rick Reimers could have leveraged tools like YouTube or twitter, to issue an apology to the players, and his customers. A written statement would have worked several […]