The stunning way Patagonia is trying to defend threatened public lands

Patagonia is ramping up efforts to protect the embattled Bears Ears National Monument through a series of stunning videos.

The outdoor retailer released This is Bears Ears National Monument, powered by Google’s 360 technology earlier this week. The ten short films showcase the cultural and economic significance of the 1.35 million acres in the Four Corners regions.

Patagonia hopes the film will spur action to protect the public lands, Rose Marcario, Patagonia’s chief executive officer said in a statement.

“Bears Ears National Monument is a sacred home for Native Americans, a world-class location for rock climbers and outdoor enthusiasts, and a mecca for archaeologists, but it is also a target for looters, mining, and energy companies and elected officials who want to privatize and develop the nation’s public lands,” Marcario said in a statement.

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GOP leaders want some national monument designations revoked

Patagonia pulls out of Utah outdoor show amid Bears Ears National Monument battle

Patagonia has been defending the Bears Ear area since 2013, according to the company. Most recently, the massive retailer pulled out of a major outdoor trade show in Utah in February in response to a resolution passed by Utah government officials advising President Trump to overturn the newly-designated Bears Ears National Monument in the state.

Utah lawmakers push to rescind the Bears Ears national monument designation has resulted in economic turmoil in the state. The twice-yearly Outdoor Retailer has been held in Utah since 1996 and brings the state $45 million in annual direct spending, but is now looking for another host city after an unproductive meeting with Gov. Gary Herbert in mid-February.

"Unfortunately, what we heard from Gov. Herbert was more of the same," the Outdoor Industry Association, which has ties to the Outdoor Retailer shows, said in a statement.  "It is clear that the governor indeed has a different perspective on the protections of public lands from that of our members and the majority of Western state voters, both Republicans and Democrats — that's bad for our American heritage, and it's bad for our businesses. We are therefore continuing our search for a new home as soon as possible."

President Obama designated the region as the Bears Ears National Monument shortly before leaving office. The designation was seen as a major victory for Native American tribes, conservationists and outdoor enthusiasts, though seen as a blow to many Republicans and rural groups that worry it will deter energy development.

You can learn more about Patagonia's efforts to protect Bears Ears National Monument here.

Follow Mary Bowerman on Twitter: @MaryBowerman