The document discusses the participation rates of Americans in outdoor activities like fishing and boating as of 2011, highlighting the demographics of typical anglers and the potential for engaging new audiences, particularly millennials and the Latino community. It outlines key strategies for growth, including brand messaging, digital tools, and strategic partnerships. Overall, it emphasizes the increasing opportunities within the outdoor recreational sector.

1. Multi-Activity Experiences Driving Outdoor Engagement
Recreational Boating and Fishing Foundation
August 4, 2012

2. of Americans participated in outdoor
activities in 2011.
Outdoor Industry Foundation, 2011

3. Fishing is a ‘gateway’ activity
Special Report on fishing & boating, 2011

4. fishing participants in the US.

5. boating participants.
NMMA, 2011

6. WHO IS THE
TYPICAL ANGLER?

7. 45+
HHI: $100,000+
Fishes 18 days/year
Outdoor Enthusiast
Mintel, RBFF, 2012

8. Our Future:
Engaging New
Audiences

9. CURRENT
Boomers = = 76 million
OPPORTUNITY
Millennials = = 80 million
OPPORTUNITY
Latinos = = 50 million
= 10 million
RBFF, AdAge, Time, 2012

10. GROWTH
Family
= 22.4 million
Outdoors =
Outdoor = 18.0 million
Excitement =
CURRENT
Outdoor = 19.5 million
Enthusiast =
= 10 million
RBFF, Consumer Segmentation 2011

11. Key Strategies

12. ① Brand creative and
messaging platform
① Digital tools & resources
① Strategic partnerships

13. CASE STUDY:
Engaging
Hispanic/Latino
Audience

14. 50 million
strong
$1 trillion
spending power
RBFF, 2012, AdAge 2012

15. THANK YOU!
Thanks.