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Freeport, ME, JUNE 18, 2019

Four in Five Americans say Summer Passes by Too Fast: L.L.Bean Launches Initiative to Help Make the Most of it

Outdoor retailer partners with Uber for Business to kick off summer with free rides to backyard-inspired campsites in major cities

June 21 marks the first day of summer, and with events and activities stacking up on the calendar, many Americans feel the season is over before it even begins. They’re not far off – there’s less than 100 days to make summer memories that will last. According to a new survey commissioned by outdoor retailer L.L.Bean, four in five Americans agree summer passes by too quickly, and more than half of them feel they don’t have time to truly enjoy it.¹

That’s why L.L.Bean is on a mission to help people get the most out of precious summer days by spending more time outside, together. To kick things off, the company is bringing the L.L.Bean Backyard Campsite to major cities across the country and partnering with rideshare company Uber to make it easy to get there, and get outside.

The events will serve as an outdoor respite from the city in the summer and are part of the retailer’s S’more Out of Summer campaign aimed at helping people get more out of the season through a variety of events and initiatives geared towards friends and families of all kinds.

“At L.L.Bean we have always believed in the benefits of the outdoors and are committed to making sure everyone has the chance to enjoy it,” said Steve Smith, President and CEO of L.L.Bean. “We all have busy schedules and don’t spend as much time as we’d like outside, especially in the summer. Making a s’more is the perfect way to pause and celebrate the season. It’s another great way to be an outsider.”

Join the S’more Tour

The first L.L.Bean Backyard Campsite will pop-up Thursday, June 20 from 10am-6pm in New York City’s backyard, The Battery, followed by pop-ups in Buffalo, NY; Madison, WI; and Boston, MA throughout June and July. Through Uber Vouchers, Uber rides² will be available to each site to deliver consumers directly to the outdoors.

The free events will feature classic summer activities including s’more roasting and yard games, plus an innovative audio experience provided by the National Park Foundation’s PARKTRACKS and hands-on activities from L.L.Bean’s Outdoor Discovery Program. The cities noted are just the beginning –throughout the summer, look out for the S’more Tour’s additional stops, featuring L.L.Bean’s famed Bootmobile as it visits outdoor festivals and events, as well as free Outdoor Discovery programing at local parks including family hikes, kids activities and free kayak and paddleboard rentals. Find one nearby at

Ideas to Get S’more Out of Your Summer

For the majority of Americans who want to spend more time outside this summer¹, there’s no shortage of ways to get outside with family and friends and make the most of those precious summer days, even if you can’t join the S’more Tour. L.L.Bean’s S’more Out of Summer Guide offers tips and inspiration to better enjoy the season, and can be found throughout the campaign and tour, in stores or online. Below are a few ideas to get you started:

  • Make S’mores– You can’t go wrong with a classic, and L.L.Bean will make it easy with free s’mores at all of its retail stores on Saturday, June 22.
  • Ask Alexa! – Say “S’more Summer Tips” to any Alexa device for tips and suggestions for getting the whole family outside.
  • Discover a New Park – There are over 400 national parks just waiting to be explored. Find Your Park here.
  • Go Camping –Pitch a tent in the backyard or find a campsite at your favorite park. Looking for something simple? Try L.L.Bean’s Wicked Easy Camping in Maine or join L.L.Bean at The Battery throughout the summer for The Battery Campout series.
  • Learn Something New – From kayaking, fishing and archery classes to kids’ camps, day trips and all-inclusive adventures, L.L.Bean’s Outdoor Discovery Programs are here to help you learn new skills and share the outdoors. Check out our schedule or stop in to your local store to learn more.

Win an Ultimate Backyard Campout

In addition to the Backyard Campsites and S’more Tour, consumers can enter to win the Ultimate Backyard Campout, complete with a tent, sleeping bags, fire pit, camping attire, and your very own L.L.Bean experts to set it all up. Participants can enter to win one of five Ultimate Backyard Campouts by sharing a photo of how they and their loved ones (four-legged too!) are enjoying the summer on Instagram, Twitter or L.L.Bean’s Facebook using the hashtags #SmoreOutofSummer and #LLBeanContest19. Official rules are available at

About L.L.Bean, Inc.

L.L.Bean, Inc. is a leading multichannel merchant of quality outdoor gear and apparel. Founded in 1912 by Leon Leonwood Bean, the company began as a one-room operation selling a single product, the Maine Hunting Shoe. Still family owned, Shawn Gorman, great grandson of Leon Leonwood Bean, was named Chairman of the Board of Directors in 2013. While its business has grown over the years, L.L.Bean continues to uphold the values of its founder, including his dedication to quality, customer service and a love of the outdoors. In the past five years, L.L.Bean has donated over $6 million toward conservation and land stewardship. L.L.Bean currently operates 40 stores in 17 states across the United States, along with 27 stores in Japan. The 220,000-sq. ft. L.L.Bean retail store campus in Freeport, ME, is open 24 hours a day, 365 days a year and welcomes more than 3 million visitors every year. L.L.Bean can be found worldwide at, Facebook, Twitter, YouTube, Pinterest, and Instagram.

¹Findings were collected from a survey conducted by KRC Research on behalf of L.L. Bean. The study was fielded online among a representative sample of 1,004 U.S. adults ages 18+ between May 13 and May 15, 2019.

²Limited Availability. No cash value. One-time use only. Maximum discount of $15 per Uber trip. Valid on rides to L.L.Bean Backyard Campsite events.