NATURE-BASED OUTDOOR RECREATION
Wild Rivers Coast | December 4, 2013 DATA & TRENDS
Outdoor Recreation Product Image
Oregon has a strong outdoor recreation story to tell
Source: 2006 Longwoods Overnight Visitor Profile Oregon Coast Visitor Study, 2011, Longwoods Inernational Oregon Coast Visitor Study, 2011, Longwoods Inernational Oregon Coast Visitor Study, 2011, Longwoods Inernational 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
$646 Over ¾ of Americans participate in active outdoor recreation each year
$646 Billion
The Active Outdoor Recreation Economy Report, Outdoor Industry Foundation, 2006 (2012) $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 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
Source: Outdoor Recreation Participation Report, Outdoor Industry Foundation, 2012 OUTDOOR REC ACTIVITIES BY PARTICIPATION RATE
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)
Source: Outdoor Recreation Participation Report, Outdoor Industry Foundation, 2012 OUTDOOR REC ACTIVITIES BY PARTICIPATION RATE
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)
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
Source: Outdoor Recreation Participation Report, Outdoor Industry Foundation, 2012 OREGONIAN’S ACTIVE OUTDOOR REC PARTICIPATION
Statewide Comprehensive Outdoor Recreation Plan, 2013-2017 Statewide Comprehensive Outdoor Recreation Plan, 2013-2017
REGIONAL TARGET MARKETS
• Hikers / trail users / backcountry enthusiasts • River/ocean enthusiasts: anglers, kayakers • Birders – hard core and recreational • Road cyclists • Windsurfers & kiteboarders
EMERGING OPPORTUNITIES
• Outdoor recreation events, retreats & educational programs • Stand Up Paddle boarding (SUP) • Gravel road riding, fat tire biking, mountain biking
HIKING / TRAILS OUTDOOR REC ACTIVITIES BY PARTICIPATION RATE
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)
Source: Outdoor Recreation Participation Report, Outdoor Industry Foundation, 2012 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)
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 FISHING WILDLIFE WATCHING OUTDOOR REC ACTIVITIES BY PARTICIPATION RATE
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)
Source: Outdoor Recreation Participation Report, Outdoor Industry Foundation, 2012 Fishing, Hunting, Wildlife Viewing, and Shellfishing in Oregon 2008 Trip Characteristics and Expenditure Estimates
Photo Credit: ODFW Fish & Wildlife Recreation Expenditures
Trav el-Generated Expenditures Local 34.5% Recreation Expenditures 5.9%
Equipment Expenditures 59.6% Total: $2.5 billion Total Participants by Activity
2,000,000
1,700,000
1,500,000
1,000,000
Participants 631,000 500,000 282,000 175,000
Shellfish Hunting Fishing Wildlife Viewing 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 ClatsopClatsop Sherman Multnomah UmatillaUmatilla HoodHood UmatillaUmatilla WashingtonWashington WallowaWallowa RiverRiver MorrowMorrow Tillamook UnionUnion YamhillYamhill ClackamasClackamas GilliamGilliam WascoWasco PolkPolk MarionMarion WheelerWheeler Lincoln JeffersonJefferson WheelerWheeler BakerBaker BentonBenton LinnLinn GrantGrant
CrookCrook
LaneLane DeschutesDeschutes
MalheurMalheur CoosCoos DouglasDouglas HarneyHarney LakeLake
JacksonJackson JosephineJosephine KlamathKlamath CurryCurry 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 OUTDOOR REC ACTIVITIES BY PARTICIPATION RATE
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)
Source: Outdoor Recreation Participation Report, Outdoor Industry Foundation, 2012 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
A Special Report on Paddlesports, Outdoor Industry Association, 2009 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
A Special Report on Paddlesports, Outdoor Industry Association, 2009 CYCLING
www.worldbiking.info OUTDOOR REC ACTIVITIES BY PARTICIPATION RATE
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)
Source: Outdoor Recreation Participation Report, Outdoor Industry Foundation, 2012 CYCLISTS - NATIONALLY
43 MILLION adult bicyclists
2.4 BILLION outings
Source: Outdoor Recreation Participation Report, Outdoor Industry Foundation, 2012 How many visitors ride?
31% of all leisure visitors to Oregon rode a bike at some point during their stay—often times as a part of another recreational activity.
2012 TravelHorizons™ Study, Oregon What do they spend?
Travelers in Oregon who participated in a planned bike-related activity while on the trip made travel expenditures of approximately...
$400 million in 2012
(approximately $1.2 million per day)
2012 Oregon Bicycle Travel Study What do they spend?
Travelers who participated in bicycle-related activities spent...
$175 million on accommodation & food services
$54 million on groceries
$72 million on motor fuel
$ 32 million on event fees
$28 million on bicycle repairs, clothing & gear
2012 Oregon Bicycle Travel Study Overnight Spending
Overnight spending = 3 x the impact
Overnight Day Trips Trips $90 Million $310 22% Million 78%
2012 Oregon Bicycle Travel Study Sketch by Russ Roca, The Path Less Pedaled, www.pathlesspedaled.com EMERGING OPPORTUNITIES
• Outdoor recreation events • Retreats / educational programs • Stand Up Paddle boarding (SUP) • Fat tire biking & gravel road riding
RETREATS / EVENTS Oregon Coast Gravel Epic For the Love of Mushrooms! Oakridge, Oregon Over the Top Ride Fishtrap: Wallowa County
Signal Fire provides opportunities for artists of all disciplines to engage in the natural world. 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 OFF-ROAD BIKING: GRAVEL, FAT TIRE, MOUNTAIN BIKING OUTDOOR REC ACTIVITIES BY PARTICIPATION RATE
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)
Source: Outdoor Recreation Participation Report, Outdoor Industry Foundation, 2012 Who are they: Mt. Bike Day Riders
. 78% are men . 68% are 35-54 . 9% are 55-64 . 79% have a Bachelors or Masters degree . 64% have household income above $75k . 10% have household income above $200k
Presented By: Kristin Dahl Director, Destination Development Travel Oregon