rcc - outdoor rec nature-based workshop presentation
TRANSCRIPT
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OUTDOOR RECREATION / NATURE BASED TOURISM
River Canyon Country
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Kristin DahlTravel Oregon
@ORTravelGreen
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OUTCOMES
• Familiarity with nature-based tourism industry• Understanding of nature-based tourism segments• An understanding of the area’s natural assets best
suited for nature-based tourism development• An understanding of the region’s vision and
which segments will be targeted for development
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OUTCOMES
• Assets and opportunities identified for priority segments in the areas of– Infrastructure– Business goods and services, and – Marketing and communications
• Strategies for development are identified and prioritized
• Community has a clear direction on next steps and a process for moving forward
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AGENDA - MORNING
Opening Remarks & Introductions• Warm-up asset mapping activity• Welcome and overview • Community Tourism Vision review• What IS nature-based tourism?
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AGENDA - MORNING
Understanding our Local Assets• What could nature-based tourism look like
here? • Local panel• Understanding market segments• Defining the region’s target market
segments
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AGENDA - AFTERNOON
Strategy Development• Nature-based tourists wants and needs (activity) • Identifying assets and opportunities
– Infrastructure– Business services– Marketing and communications
• Charting a path for priority projects (walking!)• Funding resources for projects • Determine process / structure for enabling
projects
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COMMUNITY TOURISM VISION
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River Canyon Country – Draft VisionRiver Canyon Country in 2030 is a region that is engaged toward a common future with a clear shared identity. The community has worked hard to build on values of quality education, health and creating an active lifestyle, and this has paid off in having a dynamic and high caliber workforce and strong social capital. This is reflected in how our community organizations and volunteers work together in a coordinated and cohesive manner. This cohesion allows us to adapt and capitalize on new and emerging opportunities, while maintaining our strong community base. We value our people and invest in creating opportunities for them to work, contribute and thrive in the region.
We have beautiful landscapes, parks, and natural vistas, which are now connected by a highly developed network of trails, by‐ways and transport systems. We have a strong economic tourism infrastructure focused on leveraging our unique regional assets of local food, outdoor recreation and cultural diversity and identity. Our thriving economy is built on our locally owned entrepreneurial businesses, and complemented by world‐class destinations. We are known worldwide for our authentic, family friendly and environmentally sustainable practices. We have become a renowned mecca for well managed outdoor and eco‐tourism and cultural experiences that make us the ‘must‐do’ destination for our many new and return visitors from across the world.
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River Canyon Country – Priorities1. Create a regional leadership structure for tourism
development2. Develop a regional marketing strategy3. Conduct local trainings to increase local knowledge of
tourism experiences (what there is to do!) 4. Ramp up local communication about tourism
development (improve internal communication systems)5. Develop infrastructure for recreation and transportation6. Develop packages and itineraries for visitors 7. Conduct an asset inventory and do a gap analysis8. Ramp up business development for tourism9. Create new and grow existing events
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River Canyon Country – Strategy Ideas• Educate front‐line staff about local recreation opportunities • Develop a regional bike plan – identify linkages for trails
between cities, mountain biking, where shoulders are needed• Grow a network of cycling routes throughout RCC• Create cycling routes with directional stencils• Coordinate lodging for like‐minded enthusiasts – for example,
for a group that wants to ride between three towns• Develop a porter service to support above• Create itineraries and packages for outdoor enthusiasts• Develop city tours for bikes (and busses)• Develop a web site to direct anyone to local recreation assets• Develop natural resource tours• Obtain recreation grants• Increase youth opportunities; promote nature experiences for
youth
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NATURE-BASED TOURISM
Travel to fragile, pristine, and often protected areas that strive to be low impact and oftentimes small scale
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SOUTHEAST ALASKA
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SOUTHEAST ALASKA
FACTORS OF SUCCESS• Defined, high volume market - reputation• Businesses (tour operators) offer every experience
imaginable - access• GEAR is available to rent at every turn - access• Locals guide the visitor experience • Transportation
options• Info available
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OURAY, COLORADO
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OURAY, COLORADO
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OURAY ICE PARK
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OURAY ICE CLIMBING FESTIVAL
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OURAY, COLORADO
FACTORS OF SUCCESS• Identified one single natural asset • Creativity!• Vision and perseverance of volunteers • Generated a buzz with a core group of enthusiasts• Clear opportunities on how to LEARN and how to
EXPERIENCE the area• Developed a secondary asset in the off season
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FIORDLANDS NATIONAL PARK
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FIORDLANDS NATIONAL PARK
FACTORS OF SUCCESS Public sector built on the success of private
entrepreneurs; understand the value of recreation and tourism to the region
Connections are made easy for visitors Infrastructure is robust Limit usage (through permitting) Well-maintained trails and huts make it accessible Towns in the entire region capitalize on interest in
visiting/using the National Park No animals will eat you
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HOOD RIVER, OREGON
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GORGE GAMES
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HOOD RIVER, OREGON
FACTORS OF SUCCESS• Capitalized on one natural asset – the wind!• Windsurfing pioneers fostered the buzz which
developed an international reputation• Local business developed (and relocated) due to
the buzz• Plethora of local outdoor gear shops, gear rentals,
and instructional opportunities• Developed assets for year-round recreation – mt
biking, snow sports
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WHAT DOES NBT LOOK LIKE HERE?
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LOCAL PANEL
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Oregon has a strong outdoor recreation story to tell
Source: 2006 Longwoods Overnight Visitor Profile
Outdoor Recreation Product Image
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Central Oregon Region vs. State Norm
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0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
Bicycling
Winery tours/wine tasting
Eco‐tourism
Camping
National/state park
Cultural activities/attractions
Hiking/backpacking
Shopping
Historic places
Percentage of trips that include this activity
Activ
ity or e
xperience
Region
State
Most Popular Visitor Activities in Central Oregon (2008-09)
Source: Longwoods Research: Sample size 215 trips
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Central Oregon Region vs. State Norm
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Central Oregon Region vs. State Norm
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by the
Outdoor Industry
Association
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In 2011…
Despite the uncertainty, more than 140 million Americans make outdoor recreation a priorityin their daily lives, proving it with their wallets
by putting $646 billion of their hard-earned dollars right back into the economy. Even
better, this spending directly results in highly sought-after jobs for 6.1 million Americans.
The Outdoor Recreation Economy Report, Outdoor Industry Association, 2012
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NATIONAL REC ECONOMY
Over ¾ of Americans participate in active outdoor recreation
each year
The Active Outdoor Recreation Economy Report, Outdoor Industry Foundation, 2006
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$80 billion national state, and local tax revenues each year
“Cities and towns across the country are tapping into the business of outdoor recreation and
with good reason. They recognize that outdoor recreation and open spaces are key ingredients to healthy communities, contribute to a high quality of life, and most importantly, attract
and sustain businesses and families.”
The Outdoor Recreation Economy Report, Outdoor Industry Association, 2012
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Today’s Outdoor Lovers Aren’t confined to traditional demographics or activity
segments.
They seek meaningful outdoor experiences in their backyards and in the backcountry.
They are all genders, ages, shapes, sizes, ethnicities and income levels.
They live throughout America, and they view outdoor recreation as an essential part of their daily lives.
They fill their garages with bicycles, dirt bikes, backpacks, boats, skis, tents, hunting rifles and fishing gear.
This is redefining the outdoor industry, an evolution that is evident in the growth of sales and jobs since 2006.
The Outdoor Recreation Economy Report, Outdoor Industry Association, 2012
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Source: Outdoor Recreation Participation Report, Outdoor Industry Foundation, 2012
TOP OUTDOOR REC ACTIVITIES BY PARTICIPATION RATE
0 10 20 30 40 50 60
Hiking
Car, backyard & RV camping
Road biking, mt biking & BMX
Freshwater, saltwater & fly fishing
Running, jogging & trail running
43 million
42.5 million
34.5 million
51.5 million
46.2 million
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0 10 20 30 40 50 60 70 80 90
Hiking
Freshwater, saltwater & fly fishing
Birdwatching
Road biking, mt biking & BMX
Running, jogging & trail running
# of average outings / year
Source: Outdoor Recreation Participation Report, Outdoor Industry Foundation, 2012
OUTDOOR REC ACTIVITIESBY FREQUENCY OF PARTICIPATION
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Source: Outdoor Recreation Participation Report, Outdoor Industry Foundation, 2012
OUTDOOR REC ACTIVITIESBY PARTICIPATION RATE
0.0 5.0 10.0 15.0 20.0 25.0 30.0 35.0 40.0 45.0
Fishing ‐ fly
Birdwatching
Hunting (all)
Wildlife viewing
Golf
Camping (non‐RV)
Hiking
Bicycling (road/paved)
Millions of people (Americans)
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Source: Outdoor Recreation Participation Report, Outdoor Industry Foundation, 2012
OUTDOOR REC ACTIVITIESBY PARTICIPATION RATE
Millions of people (Americans)
0.0 2.0 4.0 6.0 8.0 10.0 12.0
Stand up paddling
Kayaking (whitewater)
Rafting (whitewater)
Trailrunning
Climbing (sport/traditional/ice)
Fishing ‐ freshwater
Bicycling (mountain, non‐paved)
Backpacking
Canoeing
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Source: Outdoor Recreation Participation Report, Outdoor Industry Foundation, 2012
TOP 5 BIGGEST % INCREASES IN OUTDOOR ACTIVITIES
Over the past year Over the past 3 years
Recreational kayaking (27%) Freestyle skiing (59%)
Bow hunting (19%) Downhill skiing (49%)
Freestyle skiing (18%) Snowshoeing (41%)
Stand up paddling (18%) Recreational kayaking (32%)
Downhill telemarking (15%) Traditional/road triathlon (28%)
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Source: Outdoor Recreation Participation Report, Outdoor Industry Foundation, 2012
WHAT MOTIVATES AMERICANS TO GET OUTSIDE?
Top 5 Primary Motivators
Get exercise
Be with family / friends
Get away from the usual demands
Keep physically fit
Be close to nature
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OREGONIAN’SACTIVE
OUTDOOR REC PARTICIPATION
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OREGON’S REC ECONOMY
The Active Outdoor Recreation Economy Report, Outdoor Industry Foundation, 2006
• Contributes more than $5.8 billion annually to Oregon’s economy
• Supports 73,000 jobs across Oregon
• Generates $310 million in annual state tax revenue
• Produces $4.6 billion annual in retail sales and services, accounting for 3.4% of gross state product
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REGIONAL TARGET MARKETS
• Hikers / trail users / backcountry enthusiasts• River users!!! Anglers, whitewater
enthusiasts • Wildlife watchers • Rock climbers• Road cyclists
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EMERGING OPPORTUNITIES
• Outdoor rec events• Retreats / educational programs• Stand Up Paddleboarding (SUP)
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HIKING / TRAILS
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Source: Outdoor Recreation Participation Report, Outdoor Industry Foundation, 2012
OUTDOOR REC ACTIVITIESBY PARTICIPATION RATE
0.0 5.0 10.0 15.0 20.0 25.0 30.0 35.0 40.0 45.0
Fishing ‐ fly
Birdwatching
Hunting (all)
Wildlife viewing
Golf
Camping (non‐RV)
Hiking
Bicycling (road/paved)
Millions of people (Americans)
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TRAIL RELATED RECREATION
• 55.8 million participants (2006)
• 26% of the U.S. population is participating
• $30.2 BILLION in trip related sales
• 715, 661 jobs supported
The Active Outdoor Recreation Economy Report, Outdoor Industry Foundation, 2006
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Ochoco National Forest Recreation Use (2008)
Source: National Forest Service
Highest % of Participation
Most often cited as PRIMARY activity
Day hiking / walking Hunting
Viewing wildlife Day hiking / walking
Viewing natural features Snowmobiling
Relaxing Viewing natural features
Driving for pleasure Developed camping
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$‐ $5,000 $10,000 $15,000 $20,000 $25,000 $30,000 $35,000 $40,000 $45,000 $50,000
2010*
2011
Campground Collections
Special Uses Collections
Cold Springs Guard Station
Ochoco Ranger Rental
* Walton Lake campground closed for reconstruction during 2010Source: National Forest Service
Ochoco Nat’l Forest / CR Nat’l GrasslandsFee Income, 2010-11
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FISHING
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WILDLIFE WATCHING
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Source: Outdoor Recreation Participation Report, Outdoor Industry Foundation, 2012
OUTDOOR REC ACTIVITIESBY PARTICIPATION RATE
0.0 5.0 10.0 15.0 20.0 25.0 30.0 35.0 40.0 45.0
Fishing ‐ fly
Birdwatching
Hunting (all)
Wildlife viewing
Golf
Camping (non‐RV)
Hiking
Bicycling (road/paved)
Millions of people (Americans)
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Fishing, Hunting, Wildlife Viewing, and Shellfishing in Oregon
2008 Trip Characteristics and Expenditure Estimates
Photo Credit: ODFW
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Total Participants by Activity
500,000
1,000,000
1,500,000
2,000,000
Shellfish Hunting Fishing WildlifeViewing
175,000282,000
631,000
1,700,000
Part
icip
ants
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Fish & Wildlife Recreation Expenditures
Total: $2.5 billion
34.5%
Trav el-GeneratedExpenditures
59.6%
EquipmentExpenditures
5.9%
LocalRecreation
Expenditures
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Travel-Generated Expenditures by Activity
Note: Wildlife viewing includes expenditures only on trips where wildlife viewing was a planned activity.
Travel-Generated Expenditures: $862,188,000
$264.6 MFishing
$104.5 MHunting
$31.0 MShellfish
$462.1 M
WildlifeViewing
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Travel-Generated Expenditures by Region
$0 $50 $100 $150
North Coast
Central Coast
Central
Eastern
Southern
Willamette Valley
Portland Metro/Columbia
South Coast
Mt. Hood/Gorge
WildlifeFishingHuntingShellfish
Millions
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Travel-Generated ExpendituresTop 10 Oregon Counties
$200 $400 $600 $800 $100
LincolnClatsop
DeschutesTillamook
LaneMultnomah
DouglasCoos
ClackamasJackson
FishingWildlifeHuntingShellfish
Millions
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Oregon Counties
Lincoln
Tillamook
ColumbiaSherman
Multnomah
YamhillYamhillYamhillYamhillYamhillYamhillYamhillYamhillYamhill
WashingtonWashingtonWashingtonWashingtonWashingtonWashingtonWashingtonWashingtonWashington
MarionMarionMarionMarionMarionMarionMarionMarionMarion
DeschutesDeschutesDeschutesDeschutesDeschutesDeschutesDeschutesDeschutesDeschutes
UnionUnionUnionUnionUnionUnionUnionUnionUnion
ClatsopClatsopClatsopClatsopClatsopClatsopClatsopClatsopClatsop
Hood Hood Hood Hood Hood Hood Hood Hood Hood RiverRiverRiverRiverRiverRiverRiverRiverRiver
UmatillaUmatillaUmatillaUmatillaUmatillaUmatillaUmatillaUmatillaUmatilla
GilliamGilliamGilliamGilliamGilliamGilliamGilliamGilliamGilliamWascoWascoWascoWascoWascoWascoWascoWascoWasco
LaneLaneLaneLaneLaneLaneLaneLaneLane
CurryCurryCurryCurryCurryCurryCurryCurryCurry
DouglasDouglasDouglasDouglasDouglasDouglasDouglasDouglasDouglas
KlamathKlamathKlamathKlamathKlamathKlamathKlamathKlamathKlamath
JeffersonJeffersonJeffersonJeffersonJeffersonJeffersonJeffersonJeffersonJefferson
WallowaWallowaWallowaWallowaWallowaWallowaWallowaWallowaWallowa
JosephineJosephineJosephineJosephineJosephineJosephineJosephineJosephineJosephine
BentonBentonBentonBentonBentonBentonBentonBentonBenton
ClackamasClackamasClackamasClackamasClackamasClackamasClackamasClackamasClackamas
CoosCoosCoosCoosCoosCoosCoosCoosCoos
CrookCrookCrookCrookCrookCrookCrookCrookCrook
GrantGrantGrantGrantGrantGrantGrantGrantGrant
HarneyHarneyHarneyHarneyHarneyHarneyHarneyHarneyHarney
JacksonJacksonJacksonJacksonJacksonJacksonJacksonJacksonJackson
LakeLakeLakeLakeLakeLakeLakeLakeLake
LinnLinnLinnLinnLinnLinnLinnLinnLinn
MalheurMalheurMalheurMalheurMalheurMalheurMalheurMalheurMalheur
MorrowMorrowMorrowMorrowMorrowMorrowMorrowMorrowMorrow
PolkPolkPolkPolkPolkPolkPolkPolkPolk
WheelerWheelerWheelerWheelerWheelerWheelerWheelerWheelerWheeler BakerBakerBakerBakerBakerBakerBakerBakerBaker
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Type of Accommodation Oregon Residents
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Second Home
Friends, Relatives
Campground,Camping
Hotel, Motel, Cabin
Percent of trips
HuntingFishingWildlife Shellfish
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Fishing, Hunting, Shellfish and Wildlife ViewingTravel Companions
0% 10% 20% 30% 40% 50% 60%
Other
Adult Friends
Multiple Families
Immediate Family
Just Myself
Percent of Trips
WildlifeHuntingFishingShellfish
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More information
http://industry.traveloregon.com
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PADDLESPORTS
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Source: Outdoor Recreation Participation Report, Outdoor Industry Foundation, 2012
OUTDOOR REC ACTIVITIESBY PARTICIPATION RATE
Millions of people (Americans)
0.0 2.0 4.0 6.0 8.0 10.0 12.0
Stand up paddling
Kayaking (whitewater)
Rafting (whitewater)
Trailrunning
Climbing (sport/traditional/ice)
Fishing ‐ freshwater
Bicycling (mountain, non‐paved)
Backpacking
Canoeing
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PADDLESPORTS: RAFTING
• 1.3 percent of Americans participated in rafting in 2011
• 43 percent of rafters make only one outing per year and 74 percent make three outings per year or less.
• Overall participation in rafting remains relatively steady and is even increasing among adults ages 25 to 44.
• However participation has declined among youth ages 6 to 17 over the past two years - following a nationwide trend among youth seen in other outdoor activities.
A Special Report on Paddlesports, Outdoor Industry Association, 2009
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PADDLESPORTS: KAYAKING
A Special Report on Paddlesports, Outdoor Industry Association, 2009
• Kayaking has enjoyed steady growth since 2006, climbing to 4.1 percent of Americans in 2011
• Recreational kayaking is the most popular type of kayaking followed - by a significant margin - by sea/tour kayaking and whitewater kayaking
• About 50% of kayakers get out 1 to 3 times per year.
• Most kayakers live in states bordering the Atlantic and Pacific Ocean - the Middle Atlantic, South Atlantic and Pacific regions
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PADDLESPORTS: CANOEING
A Special Report on Paddlesports, Outdoor Industry Association, 2009
• Canoeing is the most popular type of paddling
• 3.4 percent of Americans participated in canoeing in 2011
• Canoeing participants make an average of 7 outings per year
• Despite the activities greater popularity, canoers make fewer annual outings than kayakers - 77.4 million compared to 69.5 million
• Geographically, most canoers are located in the East North Central and South Atlantic regions of the US
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ROCK CLIMBING
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Source: Outdoor Recreation Participation Report, Outdoor Industry Foundation, 2012
OUTDOOR REC ACTIVITIESBY PARTICIPATION RATE
Millions of people (Americans)
0.0 2.0 4.0 6.0 8.0 10.0 12.0
Stand up paddling
Kayaking (whitewater)
Rafting (whitewater)
Trailrunning
Climbing (sport/traditional/ice)
Fishing ‐ freshwater
Bicycling (mountain, non‐paved)
Backpacking
Canoeing
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CYCLING
www.worldbiking.info
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Source: Outdoor Recreation Participation Report, Outdoor Industry Foundation, 2012
OUTDOOR REC ACTIVITIESBY PARTICIPATION RATE
0.0 5.0 10.0 15.0 20.0 25.0 30.0 35.0 40.0 45.0
Fishing ‐ fly
Birdwatching
Hunting (all)
Wildlife viewing
Golf
Camping (non‐RV)
Hiking
Bicycling (road/paved)
Millions of people (Americans)
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43 MILLION adult bicyclists
2.4 BILLION outings
CYCLISTS - NATIONALLY
Source: Outdoor Recreation Participation Report, Outdoor Industry Foundation, 2012
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U.S. Trip-related sales: $47 billion
Jobs generated by cycling: 1.1 millionThe Active Outdoor Recreation Economy Report, Outdoor Industry Foundation, 2006
CYCLISTS - NATIONALLY
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Sketch by Russ Roca, The Path Less Pedaled, www.pathlesspedaled.com
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EMERGING OPPORTUNITIES
• Outdoor rec events• Retreats / educational programs• Stand Up Paddle boarding (SUP)
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RETREATS / EVENTS
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RETREATS / EVENTS
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Fishtrap: Wallowa County
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Signal Fire provides opportunities for artists of all disciplines to engage in the natural world.
Signal Fire provides opportunities for artists of all disciplines to engage in the natural world.
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Over the Top Ride
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For the Love of Mushrooms!Oakridge, Oregon
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STAND UP PADDLE BOARDING (SUP)
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STAND UP PADDLE BOARDING (SUP)
• As an emerging trend, 2010 was the first year the SIMA Retail Distribution Study has tracked the sales of SUPs.
• SUPs accounted for 9% of total surfboard sales generating $14.5 million. The average SUP cost $1,105 making it the highest costing product in the study.
Surf Industry Manufacturers Association, 2011
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Photo by Greg Lee
ROAD CYCLISTS – WANTS AND NEEDS
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Facilities – Good Shoulders
• Low traffic• Good pavement• Wide shoulders
Roads good for bicycling
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Facilities – Welcoming Signage
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Facilities – Bike Specific
Canby Ferry used by cyclists
Storage car for bikes on train (New Zealand)
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Facilities - Restrooms
Public restrooms
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Facilities – WATER!
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Facilities – Bike RacksBike-parking / bike racks
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Business Goods & ServicesServices at appx 20-mile intervals
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Business Goods & ServicesBike shop / Rental(s)
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Business Goods & ServicesGuide and shuttle services
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Business Goods & Services
Bike-friendly food (carbs and protein)• Quality – LOCALLY GROWN FOODS• Quantity• Home cooking!
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Business Goods & Services
Bike-friendly beverages•BEER! Locally crafted brews•Locally grown wine
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Business Goods & ServicesBike-friendly lodging
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Business Goods & Services
Souvenirs
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Marketing & Communications
Websites
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Marketing & Communications
Social Media
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Marketing & Communications
Cycling-specific maps
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Cycle Tourist Wants & Needs
#1 - YOU!!!
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Marketing & Communications
Social Media
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Marketing & Communications
Cycling-specific maps
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Cycle Tourist Wants & Needs
YOU!!!