More Interest, Less Commitment: The Conundrum for Outdoor Advocacy Groups

By Nick Puleo

The Outdoor Industry Association (OIA) recently released its 2022 Outdoor Participation Trends Report, showing some conflicting tendencies across populations.??

A key finding: outdoor participant base grew (2.2%) again in 2021 - and 6.9% overall since COVID pandemic began (Mar2020) - But the number of outdoor outings each person takes has significantly declined for a decade and continues to drop.

What does this mean? Well, it presents a bit of an odd problem. There is clearly demand and a growing market for the outdoors. Yet, this is accompanied by a dramatic drop in participation after engagement. In product marketing, that would be a significant problem, indicating that you’ve created hype around a product that is a huge letdown. But for the outdoors - and the wide variety of places and types of activities that one can enjoy in them - the answer is likely more complicated.??

Here’s what organizations advocating for outdoor participation can do to empower audiences with know-how, set them up for success in the outdoors, and encourage them to return again and bring others along in the journey.?

?REMOVE BARRIERS TO ENTRY?

Knowledge, or lack thereof, is the biggest barrier to entry into outdoor recreation. There’s a lot to know when exploring a new place, park, sport, or terrain. What gear should I bring? Is it too cold? Do I have the skills to do this safely? How do I get there? These are important questions that can quickly morph into impediments to participation if the right information isn’t available.?

Communicators can help by ensuring the right pro-tips and information resources are available and accessible. This could include technical tips or gear lists. It could even take the form of additional, informative signage to help people find their way safely. Information on where to rent or buy gear is also important, as is a list of must-haves and reasonable alternatives.?

MIND YOUR “POINTS OF SALE”?

Many outdoor organizations depend on volunteers for programming. Plenty of such volunteers are driven by their passion for the outdoors, and many have the right technical training. But do they have the right marketing training when it comes to promoting continued involvement in your organization? Does their hardcore outdoor demeanor tend to scare people away???

Think about what messages your volunteers can ordo share with your audiences that amplifies their experience. Arm them with the skills they need, not to be great outdoors guides alone, but ambassadors that can draw people deeper into the unique experience your organization supports as they engage with the outdoors in a new way.?

OUT-OF-HOME ASSETS HAVE A ROLE?

Often, people experience the outdoors for the first time by driving to a place they find online or hear about from friends. They arrive and there’s often not much out to engage them. Many organizations partner in maintaining trails, parking lots, and have properties of their own near outdoor recreation opportunities. Instead of having signs only for parking and directional use, make these out-of-home assets work harder. Consider including membership information, trail tips, or even solar-powered video screens to transform simple signage into kiosks that engage, excite, and inform new visitors.??

Consider information to interest different populations, such as:??

• Maps showing varied trail length or difficulty.?
• Information about the observable wildlife, plant species, natural history, and geography present.?
• Lists of recreational activities accessible for the area. A first-time hiker, for example, might learn that they can return with their mountain bike or plan an equestrian adventure.?
• Pet friendly provisions such as donation and waste receptacles for poop-scooping supplies or other do’s and don’ts (e.g. leash requirements). This example helps both groups who enjoy pet-friendly recreation, and those who wish to avoid areas that allow for it.?

?ENGAGE POST-EXPERIENCE?

Don’t let outdoor participants walk away from their experience never hearing from you again. If it’s a volunteer-led hike, make sure participants get an email or text afterward. Monitor social media for people checking-in at key locations and consider targeting them with information ads or surveys. Encourage reviews and posts on public platforms like Google Maps and Yelp to increase awareness of the positive experiences had by your existing audience, and to encourage repeat experiences within those growing networks.

If nothing else, this is the opportunity to simply ask them to come back.?