RCC - Outdoor Rec Nature-Based Workshop Presentation

OUTDOOR RECREATION /
NATURE BASED TOURISM
River Canyon Country

Kristin Dahl
Travel 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

River Canyon Country – Draft Vision
River 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 – Priorities
1. Create a regional leadership structure for tourism
development
2. Develop a regional marketing strategy
3. 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 transportation
6. Develop packages and itineraries for visitors
7. Conduct an asset inventory and do a gap analysis
8. Ramp up business development for tourism
9. 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
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
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
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
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

Outdoor Recreation Product Image
Oregon has a strong outdoor recreation story to tell

Source: 2006 Longwoods Overnight Visitor Profile

Central Oregon Region vs. State Norm

Most Popular Visitor Activities
in Central Oregon (2008-09)
Historic places

Shopping

Hiking/backpacking
Activity or experience

Cultural activities/attractions

National/state park
Region

Camping State

Eco‐tourism

Winery tours/wine tasting

Bicycling

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
Percentage of trips that include this activity

Source: Longwoods Research: Sample size 215 trips

by the
Outdoor
Industry
Association

In 2011…
Despite the uncertainty, more than 140 million
Americans make outdoor recreation a priority
in 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.”


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.


TOP OUTDOOR REC ACTIVITIES
BY PARTICIPATION RATE

Running, jogging & trail running 51.5 million

Freshwater, saltwater & fly fishing 46.2 million

Road biking, mt biking & BMX 43 million

Car, backyard & RV camping 42.5 million

Hiking 34.5 million

0 10 20 30 40 50 60

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

OUTDOOR REC ACTIVITIES
BY FREQUENCY OF PARTICIPATION

Running, jogging & trail running

Road biking, mt biking & BMX

Birdwatching

Freshwater, saltwater & fly fishing

Hiking

0 10 20 30 40 50 60 70 80 90
# of average outings / year



Bicycling (road/paved)

Hiking

Camping (non‐RV)

Golf

Wildlife viewing

Hunting (all)

Birdwatching

Fishing ‐ fly

0.0 5.0 10.0 15.0 20.0 25.0 30.0 35.0 40.0 45.0

Millions of people (Americans)


Canoeing

Backpacking

Bicycling (mountain, non‐paved)

Fishing ‐ freshwater

Climbing (sport/traditional/ice)

Trailrunning

Rafting (whitewater)

Kayaking (whitewater)

Stand up paddling

0.0 2.0 4.0 6.0 8.0 10.0 12.0

Millions of people (Americans)


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%)


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’S
ACTIVE
OUTDOOR REC
PARTICIPATION

OREGON’S REC ECONOMY
• 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)

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


Ochoco National Forest
Recreation Use (2008)

Highest % of Most often cited as
Participation PRIMARY activity
Day hiking / walking Hunting
Viewing wildlife Day hiking / walking
Viewing natural features Snowmobiling
Relaxing Viewing natural features
Driving for pleasure Developed camping

Source: National Forest Service

Ochoco Nat’l Forest / CR Nat’l Grasslands
Fee Income, 2010-11

2011

Campground Collections

Special Uses Collections

Cold Springs Guard Station

Ochoco Ranger Rental
2010*

$‐ $5,000 $10,000 $15,000 $20,000 $25,000 $30,000 $35,000 $40,000 $45,000 $50,000

* Walton Lake campground closed for reconstruction during 2010
Source: National Forest Service

Fishing, Hunting, Wildlife Viewing, and
Shellfishing in Oregon
2008 Trip Characteristics and Expenditure Estimates

Photo Credit: ODFW

Total Participants by Activity

2,000,000

1,700,000

1,500,000
Participants

1,000,000

631,000
500,000
282,000
175,000

Shellfish Hunting Fishing Wildlife
Viewing

Fish & Wildlife Recreation Expenditures

Trav el-Generated
Expenditures
Local
34.5%
Recreation
Expenditures
5.9%

Equipment
Expenditures
59.6% Total: $2.5 billion

Travel-Generated Expenditures by Activity

Fishing
Wildlife $264.6 M
Viewing
$462.1 M

Hunting
Shellfish $104.5 M
$31.0 M
Travel-Generated Expenditures: $862,188,000
Note: Wildlife viewing includes expenditures only on trips where wildlife viewing was a planned activity.

Travel-Generated Expenditures by Region

North Coast

Central Coast

Central

Eastern

Southern

Willamette Valley

Portland Metro/Columbia Wildlife
Fishing
South Coast
Hunting
Mt. Hood/Gorge Shellfish

$0 $50 $100 $150
Millions

Travel-Generated Expenditures
Top 10 Oregon Counties

Lincoln
Clatsop
Deschutes
Tillamook
Lane
Multnomah
Douglas Fishing
Wildlife
Coos
Hunting
Clackamas Shellfish
Jackson
$200 $400 $600 $800 $100
Millions

Oregon Counties

Columbia
Clatsop
Clatsop Sherman
Multnomah
Hood Umatilla
Umatilla
Hood Wallowa
Washington
Washington Wallowa
River
River Morrow
Morrow
Tillamook
Union
Union
Yamhill
Yamhill Clackamas
Clackamas Gilliam
Gilliam
Wasco
Wasco
Polk
Polk Marion
Marion
Jefferson
Jefferson Wheeler
Wheeler Baker
Baker
Lincoln
Benton
Benton Linn
Linn Grant
Grant

Crook
Crook
Lane
Lane Deschutes
Deschutes

Malheur
Malheur
Coos
Coos Douglas
Douglas
Harney
Harney
Lake
Lake

Jackson
Jackson
Josephine
Josephine Klamath
Klamath
Curry
Curry

Type of Accommodation
Oregon Residents

Hotel, Motel, Cabin

Campground,
Camping

Friends, Relatives

Hunting
Second Home Fishing
Wildlife
Shellfish
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Percent of trips

Fishing, Hunting, Shellfish and Wildlife Viewing
Travel Companions

Just Myself

Immediate Family

Multiple Families

Adult Friends Wildlife
Hunting
Fishing
Other Shellfish

0% 10% 20% 30% 40% 50% 60%
Percent of Trips

More information

http://industry.traveloregon.com

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
• 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
• 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


CYCLING

www.worldbiking.info

CYCLISTS - NATIONALLY
43 MILLION adult bicyclists

2.4
BILLION
outings

CYCLISTS - NATIONALLY
U.S. Trip-related sales: $47 billion

Jobs generated by cycling: 1.1 million

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

EMERGING OPPORTUNITIES

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

Signal Fire provides opportunities
for artists of all disciplines to
engage in the natural world.

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

ROAD CYCLISTS – WANTS AND NEEDS

Photo by Greg Lee

Facilities – Good Shoulders
Roads good for bicycling
• Low traffic
• Good pavement
• Wide shoulders

Facilities – Welcoming Signage

Facilities – Bike Specific

Storage car for bikes on
train (New Zealand)

Canby Ferry used by
cyclists

Facilities - Restrooms
Public restrooms

Facilities – Bike Racks
Bike-parking / bike racks

Business Goods & Services
Services at appx 20-mile intervals

Bike shop / Rental(s)

Guide and shuttle services

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

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

Bike-friendly lodging

Souvenirs

Marketing & Communications
Websites

Social Media

Cycling-specific maps

Cycle Tourist Wants & Needs

#1 - YOU!!!

Cycle Tourist Wants & Needs

YOU!!!

RCC - Outdoor Rec Nature-Based Workshop Presentation

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