rcc - outdoor rec nature-based workshop presentation

OUTDOOR RECREATION / NATURE BASED TOURISM

River Canyon Country

Kristin DahlTravel Oregon

@ORTravelGreen

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

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

AGENDA - MORNING

Opening Remarks & Introductions• Warm-up asset mapping activity• Welcome and overview • Community Tourism Vision review• What IS nature-based tourism?

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

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

COMMUNITY TOURISM VISION

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. 

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 

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

NATURE-BASED TOURISM

Travel to fragile, pristine, and often protected areas that strive to be low impact and oftentimes small scale

SOUTHEAST ALASKA

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

OURAY, COLORADO

OURAY, COLORADO

OURAY ICE PARK

OURAY ICE CLIMBING FESTIVAL

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

FIORDLANDS NATIONAL PARK

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

HOOD RIVER, OREGON

GORGE GAMES

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

WHAT DOES NBT LOOK LIKE HERE?

LOCAL PANEL

Oregon has a strong outdoor recreation story to tell

Source: 2006 Longwoods Overnight Visitor Profile

Outdoor Recreation Product Image

Central Oregon Region vs. State Norm

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

Central Oregon Region vs. State Norm

Central Oregon Region vs. State Norm

by the

Outdoor Industry

Association

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

NATIONAL REC ECONOMY

Over ¾ of Americans participate in active outdoor recreation 

each year

The Active Outdoor Recreation Economy Report, Outdoor Industry Foundation, 2006

$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

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

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

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

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)

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

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%)

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

OREGONIAN’SACTIVE

OUTDOOR REC PARTICIPATION

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

REGIONAL TARGET MARKETS

• Hikers / trail users / backcountry enthusiasts• River users!!! Anglers, whitewater

enthusiasts • Wildlife watchers • Rock climbers• Road cyclists

EMERGING OPPORTUNITIES

• Outdoor rec events• Retreats / educational programs• Stand Up Paddleboarding (SUP)

HIKING / TRAILS

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)

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

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

 $‐  $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

FISHING

WILDLIFE WATCHING

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)

Fishing, Hunting, Wildlife Viewing, and Shellfishing in Oregon

2008 Trip Characteristics and Expenditure Estimates

Photo Credit: ODFW

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

Fish & Wildlife Recreation Expenditures

Total: $2.5 billion

34.5%

Trav el-GeneratedExpenditures

59.6%

EquipmentExpenditures

5.9%

LocalRecreation

Expenditures

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

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

Travel-Generated ExpendituresTop 10 Oregon Counties

$200 $400 $600 $800 $100

LincolnClatsop

DeschutesTillamook

LaneMultnomah

DouglasCoos

ClackamasJackson

FishingWildlifeHuntingShellfish

Millions

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

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

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

More information

http://industry.traveloregon.com

PADDLESPORTS

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

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

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

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

ROCK CLIMBING

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

CYCLING

www.worldbiking.info

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)

43 MILLION adult bicyclists

2.4 BILLION outings

CYCLISTS - NATIONALLY

Source: Outdoor Recreation Participation Report, Outdoor Industry Foundation, 2012

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

Sketch by Russ Roca, The Path Less Pedaled, www.pathlesspedaled.com

EMERGING OPPORTUNITIES

• Outdoor rec events• Retreats / educational programs• Stand Up Paddle boarding (SUP)

RETREATS / EVENTS

RETREATS / EVENTS

Fishtrap: Wallowa County

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.

Over the Top Ride

For the Love of Mushrooms!Oakridge, Oregon

STAND UP PADDLE BOARDING (SUP)

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

Photo by Greg Lee

ROAD CYCLISTS – WANTS AND NEEDS

Facilities – Good Shoulders

• Low traffic• Good pavement• Wide shoulders

Roads good for bicycling

Facilities – Welcoming Signage

Facilities – Bike Specific

Canby Ferry used by cyclists

Storage car for bikes on train (New Zealand)

Facilities - Restrooms

Public restrooms

Facilities – WATER!

Facilities – Bike RacksBike-parking / bike racks

Business Goods & ServicesServices at appx 20-mile intervals

Business Goods & ServicesBike shop / Rental(s)

Business Goods & ServicesGuide and shuttle services

Business Goods & Services

Bike-friendly food (carbs and protein)• Quality – LOCALLY GROWN FOODS• Quantity• Home cooking!

Business Goods & Services

Bike-friendly beverages•BEER! Locally crafted brews•Locally grown wine

Business Goods & ServicesBike-friendly lodging

Business Goods & Services

Souvenirs

Marketing & Communications

Websites

Marketing & Communications

Social Media

Marketing & Communications

Cycling-specific maps

Cycle Tourist Wants & Needs

#1 - YOU!!!

Marketing & Communications

Social Media

Marketing & Communications

Cycling-specific maps

Cycle Tourist Wants & Needs

YOU!!!