the hispanic community and outdoor recreation applied management research program

The Hispanic Community and

Outdoor Recreation

Applied ManagementResearch Program

UCLAAndersonSchool of Management

Laura AdamsKafi Baskerville

Dorothy LeeMichael Spruiell

Rob Wolf

22The Hispanic Community and Outdoor RecreationThe Hispanic Community and Outdoor Recreation

AgendaAgenda

Introduction to Hispanics Introduction to Hispanics MethodologyMethodology FindingsFindings

– 5 key areas5 key areas CultureCulture Leisure TimeLeisure Time YouthYouth IncomeIncome LanguageLanguage

RecommendationsRecommendations ConclusionConclusion


Introduction – Hispanic MarketIntroduction – Hispanic Market

Hispanic segment largely overlookedHispanic segment largely overlooked

Traditional outdoor activity participants Traditional outdoor activity participants – White non-HispanicsWhite non-Hispanics

Opportunity to increase Hispanic participation Opportunity to increase Hispanic participation

Hispanic impactHispanic impact– Population growthPopulation growth

10x faster than non-Hispanic (1980-2000)10x faster than non-Hispanic (1980-2000)– Enormous purchasing power Enormous purchasing power

Spent $653 billion in 2003Spent $653 billion in 2003

FindingsMethodologyIntroduction ConclusionRecommendations


Demographic InformationDemographic Information

HispanicsHispanics Non-HispanicsNon-HispanicsCurrent PopulationCurrent Population 39.9 million39.9 million 250.1 million250.1 millionProjected Population by 2050Projected Population by 2050 102.6 million102.6 million 324.9 million324.9 millionPercentage of U.S. PopulationPercentage of U.S. Population 13.7%13.7% 86.3%86.3%Projected % of US Pop by 2050Projected % of US Pop by 2050 24%24% 76%76%Average AgeAverage Age 26.726.7 39.639.6Mean Household IncomeMean Household Income $34,241 $34,241 $43,318 $43,318 BackgroundBackground 67% Mexican67% Mexican

14% Central & South America14% Central & South America9% Puerto Rican9% Puerto Rican4% Cuban4% Cuban7% Other7% Other

Source: U.S. Census Bureau 2003



Fundamental ProblemFundamental Problem

How do retailers and organizations encourage How do retailers and organizations encourage Hispanics to initially and continuously participate Hispanics to initially and continuously participate

in future outdoor recreational activities?in future outdoor recreational activities?



Secondary Research MethodologySecondary Research Methodology

Initial library consultationInitial library consultation Individual review Individual review

– Library databasesLibrary databases– WebsitesWebsites– Partner resourcesPartner resources

Categorized findingsCategorized findings– CultureCulture– Leisure TimeLeisure Time– YouthYouth– IncomeIncome– LanguageLanguage

Gaps to address in primary researchGaps to address in primary research

FindingsIntroduction Methodology ConclusionRecommendations


Primary Research – Survey Primary Research – Survey

SurveySurvey – Leisure timeLeisure time

Hours, interests, budgetHours, interests, budget– Physical activitiesPhysical activities

Active/non-active, hours, interestsActive/non-active, hours, interests– Interest in specific outdoor activitiesInterest in specific outdoor activities– Reasons for not participatingReasons for not participating

Translated into SpanishTranslated into Spanish Spanish and English versionsSpanish and English versions

– 303 survey respondents303 survey respondents



Survey MethodologySurvey Methodology

Distribution of surveyDistribution of survey– E-mailE-mail– Face-to-face meetingsFace-to-face meetings– AlumniAlumni

Univision Univision – Television promotionTelevision promotion– www.encuesta.notlong.comwww.encuesta.notlong.com


http://www.encuesta.notlong.com/

http://images.google.com/imgres?imgurl=http://www.adcouncil.org/images/difference/spotlights/univision_logo.gif&imgrefurl=http://www.adcouncil.org/difference/mspotlight_univision/&h=177&w=176&sz=7&tbnid=j-kRkw9u1UZHUM:&tbnh=95&tbnw=94&hl=en&start=4&prev=/images%3Fq%3Dunivision%26svnum%3D10%26hl%3Den%26lr%3D%26sa%3DG


Location – Respondent vs. National PopulationLocation – Respondent vs. National Population

State # surveyed % of surveyCA 218 71.9%TX 57 18.8%CO 10 3.3%AZ 6 2.0%IL 3 1.0%FL 2 0.7%WA 2 0.7%NJ 1 0.3%MA 1 0.3%NC 1 0.3%MD 1 0.3%KS 1 0.3%Total 303 100.0%

1

23

45

Rank State %1 CA 30.1%2 TX 18.8%3 FL 8%4 NY 7.4%5 IL 4.3%

Survey Respondents National Hispanic population

FindingsIntroduction Methodology

Source: U.S. Census Bureau 2003

ConclusionRecommendations


FindingsFindings

5 Key Areas5 Key Areas– Secondary ResearchSecondary Research– Primary ResearchPrimary Research– RecommendationsRecommendations

Leisure TimeCulture Youth Income Language



FamilyFamily

Multi-generational familyMulti-generational family– Different from American concept of nuclear familyDifferent from American concept of nuclear family– BoardersBoarders

Recent immigrants – to help pay for expensesRecent immigrants – to help pay for expenses Identity retentionIdentity retention

– Strong ties to parents/grandparents’ country of originStrong ties to parents/grandparents’ country of origin Traditional foodsTraditional foods

– Weight gainWeight gain– Fatty meats, lardFatty meats, lard

Emotional supportEmotional support Physical activitiesPhysical activities

Leisure TimeCulture Youth Income Language


CommunityCommunity

Tightly knitTightly knit Major influencersMajor influencers

– ChurchChurch 64% of Hispanics attend services regularly 64% of Hispanics attend services regularly 40% of Americans attend services regularly40% of Americans attend services regularly

– Community leadersCommunity leaders Word-of-mouthWord-of-mouth Brand loyalBrand loyal

Source: USCCB

Leisure Time Youth Income LanguageCulture


PersonalizationPersonalization

Seek connectivitySeek connectivity– Families and communityFamilies and community

Health careHealth care– Doctors’ trustDoctors’ trust

Politeness towards allPoliteness towards all– Effort to make connectivityEffort to make connectivity



Culture – Survey Culture – Survey

26% 26% primarily speak Spanishprimarily speak Spanish at home at home live with 5 or morelive with 5 or more people people

62% of respondents 62% of respondents born in the U.S.born in the U.S. 76% of respondents’ parents & grandparents 76% of respondents’ parents & grandparents born outside U.S.born outside U.S. 57% 57% most likelymost likely be interested in outdoor activities be interested in outdoor activities

if friends/family had higher interest level if friends/family had higher interest level

78% get outdoor activity info from family & friends78% get outdoor activity info from family & friends Respondents prefer to be with family when: Respondents prefer to be with family when:

– Watching TV/movies at home (62%)Watching TV/movies at home (62%)– Going to the park (58%) Going to the park (58%) – Going to church (74%)Going to church (74%)

Source: AMR Survey



Recommendations – Culture Recommendations – Culture

RetailersRetailers– Target local churches / sponsor an outdoor outingTarget local churches / sponsor an outdoor outing

Combines family, church, & outdoor activities Combines family, church, & outdoor activities Grassroots campaignGrassroots campaign

– Brand loyaltyBrand loyalty– Community leaders Community leaders

DoctorsDoctors– Create personalizationCreate personalization– Educate health benefitsEducate health benefits

Eat moderately, increase exerciseEat moderately, increase exercise

Recommendations



General Leisure Time DataGeneral Leisure Time Data

Hispanic leisure time has increased dramatically Hispanic leisure time has increased dramatically since 1990since 1990

Still ranks lowest in TOTAL leisure time availableStill ranks lowest in TOTAL leisure time available– Relative to other major ethnic demographicsRelative to other major ethnic demographics

Opportunity due to GROWTH in leisure time Opportunity due to GROWTH in leisure time – Potential to increase participation rates in outdoor Potential to increase participation rates in outdoor

activitiesactivities

Culture Leisure Time Youth Income Language


Leisure Time GrowthLeisure Time Growth

Hispanic daily leisure time Hispanic daily leisure time increased from 2.9 to 3.9 increased from 2.9 to 3.9 hours hours – Over 13 year period Over 13 year period

(34%, 1990–2003)(34%, 1990–2003)– Same leisure time growth Same leisure time growth

rate as white populationrate as white population– 10% greater growth rate 10% greater growth rate

than black populationthan black population

Source: LeisureTrak Report

Youth Income LanguageLeisure TimeCulture

Leisure Time Available (in hours)

4.64.7

3.93.7

3.5

2.9

2.5

3

3.5

4

4.5

5

1990 2003

Black

White

Hispanic

34%

34%

24%

Only 24 minutes of the one hour increase is spent on TVOnly 24 minutes of the one hour increase is spent on TV– White population added 30 minutes to TV timeWhite population added 30 minutes to TV time– Black population added a full hour to TV timeBlack population added a full hour to TV time


Leisure Time Availability – Survey Leisure Time Availability – Survey

#1 reason for #1 reason for notnot participating in outdoor participating in outdoor activities activities Lack of TimeLack of Time– 71% of males71% of males– 64% of females64% of females– Only 17% would rather be doing something elseOnly 17% would rather be doing something else

44% would 44% would definitelydefinitely participate in more outdoor participate in more outdoor activities if more leisure time was availableactivities if more leisure time was available– Increases to 49% for Hispanics aged 18-29Increases to 49% for Hispanics aged 18-29– Increases to 59% for Hispanics aged 30-34Increases to 59% for Hispanics aged 30-34

Source: AMR Survey



Leisure Time ActivitiesLeisure Time Activities

Hispanics enjoy some of the same leisure activities as Hispanics enjoy some of the same leisure activities as white Americanswhite Americans– Gardening, fishing, and video gamesGardening, fishing, and video games– Swimming, hiking, and other forms of exerciseSwimming, hiking, and other forms of exercise– American football preferred over soccerAmerican football preferred over soccer

Hispanics enjoy activities popular with other ethnicitiesHispanics enjoy activities popular with other ethnicities– African-AmericansAfrican-Americans

Listening to music, going to the movies, shoppingListening to music, going to the movies, shopping

Group activities are universally popularGroup activities are universally popular HispanicsHispanics African-AmericansAfrican-Americans Asian-AmericansAsian-Americans Whites (to a lesser degree)Whites (to a lesser degree)




Physical Activities – Survey Physical Activities – Survey

61% of Hispanics spend 1-4 hours/week on physical activities61% of Hispanics spend 1-4 hours/week on physical activities – Increases to 72% for Hispanics aged 35+Increases to 72% for Hispanics aged 35+– Less common for Hispanics with highest education levelsLess common for Hispanics with highest education levels

25-34 age group most active25-34 age group most active– Over a third spending 5-9 hours/week on physical activitiesOver a third spending 5-9 hours/week on physical activities

Most popular activitiesMost popular activities– RunningRunning– Other forms of basic exerciseOther forms of basic exercise

Source: AMR Survey

Running / jogging 48%

Weightlifting / gym 23%

Bicycling (street or mountain) 19%

Aerobics 19%

Dancing 19%

Swimming 17%

Skateboarding 10%

Other 24%



Team SportsTeam Sports

High interest in organized High interest in organized and/or team activitiesand/or team activities– Commitment to family & friendsCommitment to family & friends– Enjoyment and reliance on team Enjoyment and reliance on team

environment similar to other environment similar to other interaction with family and interaction with family and friendsfriends

Favorite sports among Hispanics Favorite sports among Hispanics – American football and basketballAmerican football and basketball

Highly team-basedHighly team-based Requires communication and Requires communication and

collaboration collaboration


*Can be due to participation in the sport, or simply due to an interest

5 Favorite Sports*

Hispanics Asian-AmericansFootball 13% Bicycling 10%Basketball 11% Weightlifting 9%Running 9% Basketball 9%Walking 8% Tennis 7%Soccer 8% Swimming 4%Swimming 8% Soccer 4%

Whites African-AmericansWalking 14% Basketball 18%Golf 11% Football 10%Basketball 5% Walking 9%Swimming 5% Running 8%Exercising 5% Exercising 8%



Hispanics enjoy individual and team sportsHispanics enjoy individual and team sports– Unique compared to other ethnicitiesUnique compared to other ethnicities

Individual SportsIndividual Sports

Source: AMR Survey & LeisureTrak Report


5 Favorite SportsFootball 13%Basketball 11%Running 9%Walking 8%Soccer 8%Swimming 8%

Participation in individual Participation in individual sports for health benefits sports for health benefits and stress reliefand stress relief

Favorite sports overallFavorite sports overall 3rd = Running3rd = Running 4th (tie) = 4th (tie) =

Walking/swimmingWalking/swimming


Health OpportunitiesHealth Opportunities

Lack of leisure time has resulted in a lack of Lack of leisure time has resulted in a lack of exerciseexercise– Health not being addressedHealth not being addressed

Exercise Exercise notnot listed as top five favorite sport activity listed as top five favorite sport activity– Yet, high level of interest and some participation in:Yet, high level of interest and some participation in:

HikingHiking BikingBiking Trail runningTrail running

Hispanics are aware of health benefitsHispanics are aware of health benefits– 82% of Hispanics say outdoor activities are healthy82% of Hispanics say outdoor activities are healthy

Source: AMR Survey & LeisureTrak Report



Recommendations – Leisure Time Recommendations – Leisure Time

““Lack of time”Lack of time” #1 reason for not participating #1 reason for not participating– True despite impact of leisure time growth trendTrue despite impact of leisure time growth trend– Target outdoor activities with small time commitmentTarget outdoor activities with small time commitment

Hiking, biking, fishing, & trail runningHiking, biking, fishing, & trail running

Increase awarenessIncrease awareness– Encourage Hispanics to choose outdoor activities with available Encourage Hispanics to choose outdoor activities with available

leisure timeleisure time Promote group oriented activitiesPromote group oriented activities

– Group and individual activities popular, but group activities:Group and individual activities popular, but group activities: Allow time with family and friends Allow time with family and friends Allow parents to participate with children; promote active lifestylesAllow parents to participate with children; promote active lifestyles

Promote health benefitsPromote health benefits– Encourage switch from current exercise to outdoor activitiesEncourage switch from current exercise to outdoor activities– Requires no more of a time commitment than already expendingRequires no more of a time commitment than already expending


Recommendations


Youth BackgroundYouth Background

Hispanic youth are a dominant force in U.S. Hispanic youth are a dominant force in U.S.

Hispanics under 18 Hispanics under 18 – Increased 81%Increased 81%

Non-HispanicsNon-Hispanics– Increased 6.1% Increased 6.1%

73% under 1673% under 16– MexicanMexican

Source: Packaged Facts - The US Hispanic Market

Hispanic and Non-Hispanic Population - Under 18 1990 vs 2002

1990 2002 Cumulative growth 1980 - 2002

Age and Category #

% Total Population #

% Total Population

Hispanic0 - 4 2,330 3.7% 3,962 5.4% 70%

5 - 13 3,778 5.9% 6,611 9.1% 75%

14 - 17 1,141 1.8% 2,552 3.5% 123.70%

Total 0 - 17 7,249 11.4% 13,125 18.0% 81%

Non-Hispanic

0 - 4 15,934 25.1% 15,647 21.5% -1.80%

5 - 13 28,231 44.4% 30,310 41.6% 7.40%

14 - 17 12,193 19.2% 13,812 18.9% 13.30%

Total 0 - 17 56,358 88.6% 59,769 82.0% 6.10%

Total US 0 - 17 63,607 72,895 14.60%

Leisure Time Income LanguageCulture Youth


Youth LanguageYouth Language

Young Hispanics view English as dominant languageYoung Hispanics view English as dominant language Many bilingualMany bilingual

– 88% of 5 to 17-year-olds88% of 5 to 17-year-olds– 71% of 18 to 64-year-olds71% of 18 to 64-year-olds– 60% of 65 years +60% of 65 years +

Web usageWeb usage– 91% of youth in L.A. use mostly English websites91% of youth in L.A. use mostly English websites

Source: Packaged Facts - The US Hispanic Market, Cultural Access Group and Sapo Communications

Age 5-17 18-24 65+

Category # % # % # %

Bilingual and native English speakers 7,557 87.9% 15,056 70.8% 1,024 60.2%

Speak Spanish at home & English "well" or "very well" 5,792 67.4% 13,377 62.9% 1,000 58.8%

Speak only English at home 1,765 20.5% 1,679 7.9% 24 1.4%

Speak English "not well" or "not at all" 1,038 12.1% 6,217 29.2% 677 39.8%

TOTAL 8,595 21,273 1,701

Bilingual and Native English speaking Hispanics by Age Group, 2000 (in thousands)



Youth Purchasing DecisionsYouth Purchasing Decisions

Moms large role in family spending decisionsMoms large role in family spending decisions

Mothers are the “ultimate gatekeepers” Mothers are the “ultimate gatekeepers”

Teens “tend to be shielded by parents from messages Teens “tend to be shielded by parents from messages or activities that are seen as threatening to the family or activities that are seen as threatening to the family or irrelevant” or irrelevant”

Hispanic children have major impact on brands Hispanic children have major impact on brands selected by parents less acculturated selected by parents less acculturated

Source: Packaged Facts - The US Hispanic Market



Youth ObesityYouth Obesity

Hispanic youth more obese & unhealthy than others Hispanic youth more obese & unhealthy than others – 72% Hispanics age 5 to 17 in good or excellent health72% Hispanics age 5 to 17 in good or excellent health– 74% blacks age 5 to 17 in good or excellent health 74% blacks age 5 to 17 in good or excellent health – 87% whites age 5 to 17 in good or excellent health87% whites age 5 to 17 in good or excellent health

Children 12-18 that are overweightChildren 12-18 that are overweight– 25% of Hispanics25% of Hispanics– 12.9 % of whites 12.9 % of whites – 21.8 % of blacks21.8 % of blacks

Parents accommodate children’s dietary wishesParents accommodate children’s dietary wishes

Lack of proper physical education at schoolsLack of proper physical education at schools

Cultural emphasis on large, social meals can cause weight gainCultural emphasis on large, social meals can cause weight gain

Source: The Associated Press



Youth Outdoors and Leisure – Survey Youth Outdoors and Leisure – Survey

SpendingSpending– 90% of youth spend < $40/week on leisure90% of youth spend < $40/week on leisure– 50% of youth spend < $20/week on leisure50% of youth spend < $20/week on leisure

Finding Information on LeisureFinding Information on Leisure– 78% rely on friends/family78% rely on friends/family– School, T.V., Radio and Internet also popularSchool, T.V., Radio and Internet also popular– Direct Mail, Church Direct Mail, Church notnot major sources for youth major sources for youth

Perception of LeisurePerception of Leisure– Almost all respondents had favorable attitudes towards Almost all respondents had favorable attitudes towards

outdoor activitiesoutdoor activities Physical ActivityPhysical Activity

– Large majority of youth spend 1-4 hours/weekLarge majority of youth spend 1-4 hours/weekSource: AMR Survey



Youth Outdoors and Leisure – SurveyYouth Outdoors and Leisure – Survey

Motivation to participateMotivation to participate– Increased interest amongst friends and familyIncreased interest amongst friends and family

Main constraints preventing participationMain constraints preventing participation– Time, lack of equipment, proximity to activity and Time, lack of equipment, proximity to activity and

limited interest amongst family and friendslimited interest amongst family and friends Levels of interestLevels of interest

– Camping, biking, snowboarding highest Camping, biking, snowboarding highest – X-country skiing, fishing, birdwatching, snowshoeing lowX-country skiing, fishing, birdwatching, snowshoeing low

Levels of participationLevels of participation– Camping, biking, trailrunning, hiking most popularCamping, biking, trailrunning, hiking most popular– Canoeing, x-country skiing, kayaking, rafting, Canoeing, x-country skiing, kayaking, rafting,

snowshoeing have minimal participationsnowshoeing have minimal participation

Source: AMR Survey



Recommendations – Youth Recommendations – Youth

Gateway activities as a stepping-stoneGateway activities as a stepping-stone– Interest in camping, hiking, biking, trail runningInterest in camping, hiking, biking, trail running– Less time away from friends and family or lower costs involvedLess time away from friends and family or lower costs involved

Increasing participation in more expensive, complex, time Increasing participation in more expensive, complex, time consuming outdoor activities could be a longer term goal consuming outdoor activities could be a longer term goal

Get youth to try some activitiesGet youth to try some activities– Consider sponsors fund and support Consider sponsors fund and support – Encourage parents participation with childrenEncourage parents participation with children– Increase overall exposure to activities and opportunitiesIncrease overall exposure to activities and opportunities– Word-of-mouth advertising is keyWord-of-mouth advertising is key

Disburse information through school and InternetDisburse information through school and Internet– Less need for Spanish websitesLess need for Spanish websites

Emphasize health benefits to parents for overweight youthEmphasize health benefits to parents for overweight youth

Recommendations



General Income DataGeneral Income Data $34,421 average household income of Hispanics$34,421 average household income of Hispanics

– Compared to $43,318 average income of non-HispanicsCompared to $43,318 average income of non-Hispanics 18% faster growth in income than national average18% faster growth in income than national average Still the lowest average incomeStill the lowest average income

– Job typeJob type– Lower education levelsLower education levels

2001 Total money of households by type (1,000s)

Hispanics Non-Hispanics

under 15k 1,986 18.9% 15,322 15.5%

15k to 24,999 1,833 17.5% 12,743 12.9%

25k to 34,999 1,621 15.4% 11,968 12.1%

35k to 49,999 1,811 17.3% 14,992 15.2%

50k to 74,999 1,729 16.5% 18,327 18.5%

75k and over 1,517 14.5% 25,446 25.8%

total 10,497 98,798Source: The US Hispanic Market

Leisure Time LanguageCulture Youth Income


Hispanic SpendingHispanic Spending

Spend more of yearly incomeSpend more of yearly income– 96% vs. 82% national avg.96% vs. 82% national avg.

Largest spending categories Largest spending categories – Absolute termsAbsolute terms

Footwear (36% more)Footwear (36% more)– Hispanic households spend $406Hispanic households spend $406– Non-Hispanic households spend $292 Non-Hispanic households spend $292

– Relative termsRelative terms EntertainmentEntertainment ChildrenChildren

Other categories with increased spendingOther categories with increased spending– Vacations, clothes, services, and foodVacations, clothes, services, and food

Factors impacting spending decisionsFactors impacting spending decisions– Relationships, sampling, word-of-mouthRelationships, sampling, word-of-mouth

Source: The US Hispanic Market



Household IncomeHousehold Income Survey versus National PopulationSurvey versus National Population

– respondents consistent with secondary datarespondents consistent with secondary data Survey respondent slightly higher income levelsSurvey respondent slightly higher income levels

Source: The US Hispanic Market / AMR Survey

Survey vs entire Nation - Hispanic income

16.0% 16.0%

9.6%

12.8%

28.1%

18.9%17.5%

15.4% 16.5%14.5%

17.4%17.3%

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

< $15k $15k to$24.9k

$25k to$34.9k

$35k to$49.9k

$50k to$74.9k

$75k or >

Survey populationNational population



Participation by Income Level – Survey Participation by Income Level – Survey

Source: AMR Survey

Number of outdoor activities that Hispanics participate inNumber of outdoor activities that Hispanics participate in– Not really determined by their incomeNot really determined by their income

# of outdoor activities respondents in each income level participates in

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

< $15k

$15k to $24,999

$25k to $34,999

$35k to $49,999

$50k to $74,999

$75k or >

inco

me

leve

ls

% of population

none1234567 or more



Participation in All Activities by Income –Participation in All Activities by Income – Survey Survey

Source: AMR Survey

Weighted average of current activities by incomeWeighted average of current activities by income– # and avg. day/yr of current # and avg. day/yr of current OUTDOOROUTDOOR activities activities – # and avg. day/week of current # and avg. day/week of current OTHEROTHER activities activities – Not really determined by their incomeNot really determined by their income

OUTDOOR Activities participation OTHER Activities participation

Income # avg day/yr # avg day/week

< $15k 3.09 31.8 1.33 1.81

$15k to $24,999 2.97 24.4 1.53 3.27

$25k to $34,999 2.95 26.8 1.63 4.96$35k to $49,999 3.33 42.8 1.82 3.85

$50k to $74,999 2.86 33.8 1.94 4.38

$75k or > 3.18 31.3 1.90 4.56

Leisure Time LanguageCulture IncomeYouth


Interest in Outdoor Activities by Income – Survey Interest in Outdoor Activities by Income – Survey

No real significance or No real significance or correlation on income correlation on income or interestor interest

IncomeIncome # activity interested# activity interested< $15k< $15k 4.024.02

$15k to $24,999$15k to $24,999 5.765.76$25k to $34,999$25k to $34,999 4.674.67

$35k to $49,999$35k to $49,999 4.924.92

$50k to $74,999$50k to $74,999 6.196.19$75k or >$75k or > 5.395.39

Source: AMR Survey

Hiking interest vs income

-9%

-13%

-7%

-24%

-17%

-16%

-18%

-11%

-19%

-8%

-11%

-22%

-11%

-24%

-7%

-10%

-14%

-3%

36%

22%

52%

31%

36%

18%

18%

15%

18%

17%

14%

9%

11%

0%

8%

6%

6%39%

-60% -40% -20% 0% 20% 40% 60% 80%

< $15k

$15k to $24,999

$25k to $34,999

$35k to $49,999

$50k to $74,999

$75k or >

inco

me

rang

e

% people from income group

Unfamiliar with activityVery low interestLow interestMedium interestHigh interestVery high interest

Leisure Time Youth LanguageCulture Income


Recommendations - IncomeRecommendations - Income

With lower average income than rest of the nation, With lower average income than rest of the nation, Hispanics are conscious of spending, Hispanics are conscious of spending, particularly if the product is unknownparticularly if the product is unknown

– Use less expensive activities as gateway Use less expensive activities as gateway

– Use trial or discounted trips and apparel for initial interestUse trial or discounted trips and apparel for initial interest Footwear spending higher than non-HispanicsFootwear spending higher than non-Hispanics

– Stress benefits of participating Stress benefits of participating Show value Show value

Recommendations

Leisure Time Youth LanguageCulture Income


Language General DataLanguage General Data

Five segments within Hispanic populationFive segments within Hispanic populationSegments Country of Birth Primary LanguageNew Lifers (29%) Foreign SpanishOld Ways (17%) Foreign SpanishSettled in (17%) U.S. EnglishPioneers (6%) U.S. EnglishYoung Americans (31%)

U.S. English

Source: Emerging Latino Markets

Leisure Time Youth IncomeCulture Language

59% like to use Spanish in every situation 59% like to use Spanish in every situation 70% speak Spanish in their homes70% speak Spanish in their homes


Outdoor Activities and LanguageOutdoor Activities and Language

ImprovementsImprovements

Applewhite Picnic Area in San BernardinoApplewhite Picnic Area in San Bernardino– Bilingual signs and Spanish-speaking hostsBilingual signs and Spanish-speaking hosts– 80% visitors are now Hispanic; 50% before80% visitors are now Hispanic; 50% before

Vail Resorts Vail Resorts – Goal to hire 10 minority personnel at each of their 5 resortsGoal to hire 10 minority personnel at each of their 5 resorts

However there is still a lot of room for more change……However there is still a lot of room for more change……

Angeles Forest Angeles Forest – Bilingual signs, hosts and maps Bilingual signs, hosts and maps – Online space solely in EnglishOnline space solely in English

Advertisements for outdoor facilitiesAdvertisements for outdoor facilities– Solely run on English-language televisionSolely run on English-language television



Language in the Retail SectorLanguage in the Retail Sector

Physical visits to three top outdoor retailers in L.A.Physical visits to three top outdoor retailers in L.A. PatagoniaPatagonia

– Environmentally-friendly retailer / Located in upscale locationEnvironmentally-friendly retailer / Located in upscale location– No bilingual references or employeesNo bilingual references or employees– Demographic 86% non-HispanicDemographic 86% non-Hispanic

REIREI– ‘‘Everything outdoors’ retailer / Located in upscale & middle-class areaEverything outdoors’ retailer / Located in upscale & middle-class area– No bilingual references or employeesNo bilingual references or employees– Advertised ‘beginner’ clinics only in EnglishAdvertised ‘beginner’ clinics only in English

Big 5 Sporting GoodsBig 5 Sporting Goods– General sporting goods retailer / Located in middle-class locationGeneral sporting goods retailer / Located in middle-class location– No bilingual signs or employeesNo bilingual signs or employees– Advertised low-cost ‘learn-to-ski’ packages in EnglishAdvertised low-cost ‘learn-to-ski’ packages in English

Online spaces of all retailers were offered only in EnglishOnline spaces of all retailers were offered only in English



How Important Is Language Really? – Survey How Important Is Language Really? – Survey

88% consider themselves highly proficient or fluent in English88% consider themselves highly proficient or fluent in English

86% of those who primarily speak Spanish 86% of those who primarily speak Spanish – Don’t think lack of information in Spanish is key factor for not Don’t think lack of information in Spanish is key factor for not

participating participating

15% 15% most likelymost likely or or definitelydefinitely participate more participate more – If there were more information available in SpanishIf there were more information available in Spanish– 40% of these respondents are aged 45+40% of these respondents are aged 45+

8% said there was 8% said there was not enoughnot enough info available in Spanish info available in Spanish– 3% think not enough tour guides/instructors speaking Spanish3% think not enough tour guides/instructors speaking Spanish

Source: AMR Survey



Recommendations – Language Recommendations – Language

Survey results indicate less need for bilingual approachSurvey results indicate less need for bilingual approach– Secondary research indicated benefitsSecondary research indicated benefits

Encourage participation throughEncourage participation through– Bilingual signs, maps, and websitesBilingual signs, maps, and websites

RetailersRetailers– Short-term Short-term

Educational brochures in SpanishEducational brochures in Spanish– Long term Long term

Engage Hispanics with Spanish website targeting older HispanicsEngage Hispanics with Spanish website targeting older Hispanics Send direct mail in Spanish (older Hispanics 3.5x more likely to Send direct mail in Spanish (older Hispanics 3.5x more likely to

respond)respond)

Recommendations



Other Influences on ParticipationOther Influences on Participation

Safety issuesSafety issues

Accessibility/distanceAccessibility/distance

Lack of necessary equipmentLack of necessary equipment

Parental approvalParental approval

ConclusionFindingsMethodologyIntroduction Recommendations


Recommendations SummaryRecommendations Summary Increase AwarenessIncrease Awareness

– Stress the health benefitsStress the health benefits Informational campaignInformational campaign Community mentors Community mentors Doctors to promote outdoor activitiesDoctors to promote outdoor activities

– Community groups – introduce new activitiesCommunity groups – introduce new activities After school programAfter school program Summer or weekend campsSummer or weekend camps Church programsChurch programs

– Retailer sponsored outingsRetailer sponsored outings Organize group activities Organize group activities Funding for equipment Funding for equipment



Recommendations Summary (cont’d)Recommendations Summary (cont’d) Gateway activitiesGateway activities

– Further participation in gateway activitiesFurther participation in gateway activities camping, fishing, hiking, biking, trail runningcamping, fishing, hiking, biking, trail running

– Stress less time consuming activitiesStress less time consuming activities– Stress group activities Stress group activities – Loyalty and interest Loyalty and interest encourage other activities encourage other activities

PersonalizationPersonalization– Reach out Reach out – Spanish languageSpanish language

Signs, maps, websites, direct mail, brochuresSigns, maps, websites, direct mail, brochures– Commitment to Hispanic segmentCommitment to Hispanic segment

Hiring practices, recruitmentHiring practices, recruitment



Recommendations Summary (cont’d)Recommendations Summary (cont’d)

OtherOther– Increase accessibilityIncrease accessibility

Transportation to venuesTransportation to venues– Leverage population size and buying powerLeverage population size and buying power

Alternative form of entertainmentAlternative form of entertainment

What What NOTNOT to do to do– Treat Hispanics as homogenous populationTreat Hispanics as homogenous population– Assume all demographics respond similarlyAssume all demographics respond similarly– Assume Hispanics cannot afford to participateAssume Hispanics cannot afford to participate



ConclusionConclusion

Hispanic segment is important!Hispanic segment is important!– Growing population and buying powerGrowing population and buying power– Youth segment very significantYouth segment very significant

When promoting outdoor activity, consider:When promoting outdoor activity, consider:– Strong commitment to family & friends Strong commitment to family & friends

(especially with youth)(especially with youth)– Lack of leisure timeLack of leisure time– Income is not necessarily a factorIncome is not necessarily a factor– Spanish language personalizationSpanish language personalization


the hispanic community and outdoor recreation applied management research program

Documents

comthe hispanic community

usccbthe hispanic community

outdoor activity info

family friends respondents

census bureau

mouthbrand loyalsource

enormous purchasing