Paddlesports Committee Annual Report 2018-2019 Committee Charges, Membership, and Next Cycle Recommendations August 29, 2019

Chair: Kim Jackson, Arizona Vice Chair: Merri Walker, Massachusetts

NASBLA Paddlesports Committee Charter

Paddlesports Vision Statement

NASBLA’s Paddlesports Committee provides a venue for a diverse group of stakeholders to engage with NASBLA members in productive dialogue to find actionable opportunities to partner and promote paddlesports while growing a culture of safety across the United States so that over time the incidence of accident and injuries declines even while participation increases. The Committee strives to develop recommendations and work products to the NASBLA membership based on the best data available and professional judgment of its diverse members.

Program recommendations will: • Advance the strategic plans of the National Recreational Boating Safety Program and NASBLA; • Incorporate best practices and current research; • Seek to mitigate risk factors, to grow a culture of paddling safety; • Assure that the paddlesports community has the tools, information and messaging to reduce incidents, injuries and fatalities; and • Connect the public, member organizations, and stakeholders with the products of the committee and others.

Paddlesports Committee members are assembled into project teams, taking the lead on specific, assigned charges and monitoring activities.

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2019 Annual Paddlesports Committee Meeting

The 2019 Paddlesports Committee Meeting met on March 2, 2019 in Lexington, Kentucky. The meeting was held prior to the start of the BLA Workshop. A copy of the full meeting agenda is provided in Appendix A: 2019 Paddlesports Committee Meeting Agenda.

2018-2019 Committee Leadership:

Name Position State/ Email Phone Agency Kim Jackson CHAIR AZ [email protected] 623-236-7237 Merri Walker Vice Chair MA [email protected] 508-366-6420 Tom Executive Board VA [email protected] 804-921-9147 Guess Liaison Tom Dardis USCG Liaison USCG [email protected] 202-372-1063

Pamela Dillon Staff NASBLA [email protected] 859-225-9487

Deb Gona Staff NASBLA 859-225-9487 [email protected]

Ron Sarver Staff NASBLA [email protected] 859-225-9487

This report provides a summary of committee deliverables and work products for the 2018-2019 Committee year.

Note: The following projects fall outside the committee charge team process but remain an integral part of the committee work for 2018-2019:

1) Kayak and Canoe Flotation Standards Will be checking in with Brian Goodwin of ABYC to see if there is any role for the committee to play in the promotion of ABYC Standard H-29 Canoes and Kayaks. ABYC has had participation from a number of manufactures (they are re-doing the warning label). More pictograms will be added to address non-English speakers. The issue is if manufactures are following the standard.

2) Marine Law Enforcement Best Practices for Paddlesports Passed charge to Enforcement and Training Committee for their input and distribution. Vice-Chair, Merri Walker, BLA from MA will serve as a resource as needed.

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PADDLE_2019-1 Data & Trends

NASBLA has partnered with the ACA and was awarded a Coast Guard grant, Paddlesports Statistical Analysis: Participation, Demographics & Accident. NASBLA and ACA will produce and distribute a comprehensive, qualitative and quantitative, Paddlesports Report. The report will include paddlesport participation data and participant behavioral insights and trends. In addition, there will be a section in the report analyzing paddlesport fatality and accident statistics. The report will provide data on the following paddlesport activities: kayaking, canoeing, rafting, and stand up paddleboarding. NASBLA through the Paddlesports Committee will be working with ACA on this project throughout the next year.

The Paddlesports Committee also provided input to the USCG ERAC Policy Workgroup on the desired fields for paddlesports in accident data collection. Fields included such as: age, experience, PFD worn, leash worn, etc.

Needs Statement: Good data can help make good policy. States need paddlesport data to inform policy makers and stakeholders in order to make sound program decisions. This project will support the 2017- 2021 Strategic Plan of the National Recreational Boating Safety Program, Initiative 3: Improve upon and expand recreational boating data collection and research. This project specifically supports Course of Action 8: Develop a central recreational boating database in that it would provide crucial/necessary/missing paddlesport data that could be incorporated into the current reporting structure. In addition, this project would meet the requirement of the U.S. Coast Guard Area of Interest #10: Report summarizing what is known about human-powered craft, relevant statistics about accidents, accident types, casualties, and the demographics of users.

Measure of Effectiveness: A comprehensive, qualitative, and quantitative, Paddlesports Report. This report can be used as a statistical summary and behavior analysis for State Program use. In regards to the NASBLA Boating Safety Dashboard State Programs will have analytics regarding state-specific content (use, views, linkage).

Deliverable(s): The charge team in concert with the U. S. Coast Guard (USCG), American Canoe Association (ACA), and the Engineering, Reporting & Analysis Committee (ERAC) workgroup has helped to develop the Paddlesports Statistical Analysis: Participation, Demographics, and Accidents survey questions. In October 2018, the team delivered their final survey question recommendations to the Outdoor Industry Association (OIA). During the in-person meeting at the March 2, 2019, BLA Workshop, the committee provided guidance in regards to desired outcomes from State agencies. In addition, the charge team is using the relevant data from this report along with data already collected to be integrated into NASBLA’s Boating Safety Dashboard which is the tool designed for use by recreational boating safety program managers and other stakeholders. Web access to the current paddlesports dashboard graphs has been streamlined with multiple avenues to access these dashboards. See Boating Safety Dashboards (https://www.nasbla.org/nasblamain/nasbla- resources/visual-data). During the 2019 60th Annual NASBLA Conference, James Rein, Manager of Market and Consumer Insights, with the Outdoor Industry Association will be presenting the 2019 Special Report on Paddlesports and Safety.

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For additional information, see Appendix B: PADDLE_2019-1 Data & Trends Final Report.

Next cycle recommendation: Continue this charge for the development of additional paddlesports dashboard screens to include analytics regarding national and state-specific content (use, views, linkage). The committee will also continue to provide recommendations and input on accident policy.

PADDLE_2019-Data & Trends: Charge Leader: Derek Van Dyke (WA) 2019 Charge Members: Josh Hoffman (AZ), Joe McCullough (AK), Mark Chanski (CT), Gary Kline (FL), Chris Stec (ACA) Ron Sarver (NASBLA), Deb Gona (NASBLA), Pam Dillon (NASBLA), Kim Jackson (AZ)

PADDLE_2019-2 Outreach Assistance to States

Develop a social media outreach plan to include ready-made Facebook, Twitter, and Instagram posts to reach new or casual paddlers.

Needs Statement: Social media should enlist a wide variety of organizations to provide information and resources that will inform and motivate paddlers to prepare for a safe paddling experience. This charge will provide states with general best practices on how to use social media and message amplification to reach the paddlesports community.

Measure of Effectiveness: Ensure boating safety community has access to source information for use in developing agency and organization use of social media to reach the paddlesports community to spread safe paddling messages.

Deliverable(s): This is a continuation of effort from 2017 and 2018 to provide to a toolbox of paddlesports social media messaging, social media ideas, placing social media ads and an inventory of states social media outlets. The charge team has developed a wide-variety of resources for organizations to spread safe paddling messages. The messaging presented in the report is generic enough for multiple partners to integrate into their social media efforts, but customizable options are available and NASBLA encourages state partners to customize all your messages specifically for your state’s paddlers. Every time that you post on social media, you are promoting you organizations mission and the programs that support that mission. Don’t stray too far from that mission. For example, if your organization’s mission is focused on paddling and paddling safety, don’t post too many photos of boaters in powerboats or other types of boats that are not paddling boats.

For additional information, see Appendix C: PADDLE_2019-2 Outreach Assistance to States Final Report.

Next cycle recommendation: Work with the NASBLA communication team of Taylor Matsko and Alex Otte, under direction of Hannah Helsby, provided a consistent and impactful creation and distribution of social media messaging.

PADDLE_2019-2 Outreach Assistance to States: Charge Leader: Lisa Dugan (MN) Charge Members: Brogan Wilson (Boatsmart!), Kim Jackson (AZ)

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PADDLE_2019-3 Outreach Best Practices

Combine and re-publish two documents that were written by the Education and Outreach Committee in 2014 on best practices for engaging the paddlesports communities within a state’s borders to facilitate conversations on how to improve safety. The document should be expanded to include: • Insights that we have gained from manufacturers through relationships that have been formed at the retail shows over the last two years. There are industry forces at work that affect the trends we are seeing in participation. In particular the rapid growth in the number of SUP brands, the resulting glut of products in the market and the drop in prices, which has helped fuel entry into the sport. • Lessons learned from Oregon’s failed attempt for paddlesports legislation • A case study of Ohio’s user-pay-user-benefit program highlighting how funding is collected from the paddlesports community and how funding flows back to them through a mix of state services along with any lessons learned over the past 45 years in which they have had this program in place.

Needs Statement: Boating professionals recognized the importance of integrating the paddlesports communities’ needs and participation into agency operations. Best practices for engaging Paddlesports communities are needed to facilitate conversations to improve safety and opportunities for collaboration.

Measure of Effectiveness: Improved communication and collaboration between the Paddlesports community and states. In order to accomplish this project, insights gained from manufactures through relationships formed at retail shows, several documents on best practices, and additional analysis will lead this charge to inform discussions and debate. This charge team has partnered with the Education and Outreach Committee to complete this report.

Deliverable(s): In 2017, the charge team drafted a document on the best practices for outreach to paddlesports communities. In the final report, we learn participation in paddlesports continues to grow and boating safety programs should be engaging this diverse and growing community because they will be part of the mix of boaters that defines our future. There are many benefits that flow from these growing sports to the individual and the greater community, and the states and territories would like to support these boaters by ensuring that they can recreate in a safe manner. Currently many states and territories are providing access to the water for the paddling community (as funding allows) and boating education classes are being devoted to paddling as a result of the increase in popularity.

States and territories are providing classes to these groups on a voluntary basis. Search and rescue efforts are provided, as needed, for these craft. The motorized boating community contributes to these amenities through various excise taxes in “user pay, user benefit” programs. In many states, the paddling community does not directly contribute to these services and states and territories are finding it difficult to accommodate the needs of the various boating groups.

It has been recognized that the non-motorized community of boaters has a strong voice with a

5 | Page Final Report August 29, 2019 successful track record of defeating proposed bills. It is also recognized that non-motorized participants who are serious about their sport and equipment are not as great a concern for the law enforcement and rescue community as the casual non-experienced ‘looks like fun, let’s do it’ groups.

These and other efforts to understand and embrace the community will result in current insights into various segments of this ever-growing user-group. Just like how the face of boating changed with the introduction of the outboard motor in the early 1900s, the face of non-motorized boating looks very different today than in past decades. One thing remains clear, non-motorized remains an important and growing component of the ever-changing boating scene. Now, more than ever, it’s time to establish and deepen relationships to fully embrace and engage this community.

For additional information, see Appendix D: PADDLE_2019-3 Outreach Best Practices Final Report

Next cycle recommendation: No recommendation to continue or expand this charge.

PADDLE_2019-3 Outreach Best Practices: Charge Leader: MariAnn McKenzie (OR) 2019 Charge Members: Emily King (Associate Member)

PADDLE_2019-4 Alternative Funding Sources for State Paddling Programs

Explore alternative funding sources to fund state programs serving the paddling community. Look at non-standard registration fee programs (Ohio), other non-registration fees such as use permits and development of a voluntary manufacturer program such as the Life Jacket Label Program of the Life Jacket Association.

Needs Statement: As the paddlesport community continues to grow, State Programs need financial contributions from this recreational group to maintain and to carry on providing public safety.

Measure of Effectiveness: Document outlining the path to a national financial contribution plan for the paddling community, implementing a road map for contributing to state funding. Strategies to accomplish this goal while creating a coalition of supporters from all sides of the issue and creating, where possible, a consensus proposal.

Deliverable(s): The boating safety community recognizes a significant increase in the use and participation of non-motorized, human-propelled boats. In 2017, human-propelled boat accidents accounted for nearly 30 percent of all recreational boating deaths. Growth of the human-propelled community has required the state and territories to use resources to address paddling infrastructure, boating safety, law enforcement, and search and rescue needs with The Sport Fish Restoration and Boating Trust Fund (Trust Fund) dollars. The Trust Fund is a user fee-public benefit system funded through motorboat fuel, import duties, and excise taxes on small engines, fishing equipment, and electric motors. There are no such funding sources for the human- propelled community. In order to provide financial support for paddling access points, public outreach, education programs, and protection of habitat, search and rescue, and/or law enforcement alternative funding needs to be addressed. The charge team is requesting to draft a stronger more specific purpose

6 | Page Final Report August 29, 2019 statement for this charge. Setting or defining specific purposes would make approaching individuals, organizations, industry, and political entities to provide defendable reasons why the paddling community is being asked to give or donate financial support. Several funding ideas are outlined in the final report.

For additional information, see Appendix E: Paddle_2019-4Alternative Funding Sources for State Paddling Programs Final Report

Next cycle recommendation: Continue this charge to explore viable alternative funding options for the paddlesports community. Revise the charge language to ensure any participant in an alternate funding program will see their money, time, and effort going specifically towards a user fee-public benefit system.

PADDLE_2019-4 Alternative Funding Sources for State Paddling Programs: Charge Leader: Mark Chanski (CT) 2019 Charge Members: Virgil Chambers (Associate Member), Merri Walker (MA)

PADDLE_2019-5 Manufacturer Outreach

Continue to work with the Water Sports Foundation in their outreach to paddlesports manufacturers at their annual trade shows. Continue to share data on paddlesports accidents and seek their input on strategies that can be pursued to reduce these accidents. Explore the possibility of a voluntary system to fund paddlesports services at the state level, similar to the Life Jacket Association Label Fund. Share results from the Paddlesports Statistical Analysis: Participation, Demographics & Accident grant report. Seek manufacturer support in reaching out to retailer for delivery of safety messaging.

Needs Statement: Leveraging relationships with national paddlesport manufactures, stakeholders, and the paddling public in order to leverage their knowledge skills and abilities in achieving the goal of growing paddlesports while growing a culture of safety at the same time.

Measure of Effectiveness: Collaborating with non-traditional partners, concentrating data and safety messages with retailers.

Deliverable(s): In 2016, The Water Sports Foundation engaged a small group of kayak manufacturers that represented roughly 85% of all recreational kayak sales in North America. The group volunteered to include the Be Smart, Be Safe, Have Fun safety pamphlet as a product insert on all recreational products. This was largely considered as the products that are sold at big box and club stores where no sales associates are available. The Coast Guard printed 6.9 million copies and there are still millions available. In addition to the safety pamphlets, the manufacturers are also more “Safety Evident” in their marketing and communications. They are helping to distribute “The Hard Way” videos, a series of safety videos produced by the Water Sports Foundation with non-profit grant funds through their direct-to-consumers communication channels. The manufacturers, when asked, “What more can we do to improve the safety of unsuspecting kayak buyers?” said, “Get our retailers involved!”

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The most recent best idea for getting retailers involved is to send a jointly signed letter to the senior management of the big box and club store retailers asking them to get involved in the process of sharing safety messages with consumers at the retail level. The letter was recently approved by the Coast Guard and will be sent to C-level management and the board of directors of stores like Costco, Sam's, Dick’s, Academy, Walmart, BJ’s, Tractor Supply and others.

For additional information, see Appendix E: Paddle_2019-5 Manufacturer Outreach An Open Letter to Executives of North American Paddlesports Retail Companies

Next cycle Recommendation: The charge should be continued with these “small steps” to an obtainable goal: • Create a survey specifically for manufacturers and retailers, capturing the best ideas for getting involved in sharing safety messages with consumers at the retail level; and • Share results from the Paddlesports Statistical Analysis: Participation, Demographics & Accident Report to solicited support from manufacturers to explore a system to fund paddlesports services at the state level.

PADDLE_2019-5 Manufacturer Outreach: Charge Leader: Jim Emmons (WSF) 2019 Charge Members: David Dickerson (NMMA), Mark Chanski (CT)

New Charge Recommendations for 2019-2020:

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The following committee members were approved for travel funding to the 2019 Paddlesports Committee Meeting, March 2, 2019 in Lexington, KY. Additional members attended at their own expense.

Funded: Name: Organization: Funded for CT Yolanda Cooley Connecticut DEEP Funded for NV Nick Duhe Nevada Dept. Wildlife Funded for WA Derek VanDyke Washington State Parks Funded for VT Mendy Harman Virginia Dept. Game & Inland Fisheries Funded for AZ Kim Jackson Arizona Game & Fish Dept. Funded for FL Gary Klein Florida Fish and Wildlife Conservation Commission Funded for NH Robert Mulligan New Hampshire State Police – Marine Patrol Funded for MA Merri Walker Massachusetts Environmental Police

Committee Members/Participants – State

MariAnn McKenzie Nick Duhe* Oregon State Marine Board, Nevada Dept. Wildlife, 503.378.5158, [email protected] 702.486.5127, [email protected]

Derek VanDyke* Mendy Harman* Washington State Parks Virginia Dept. Game & Inland Fisheries 360.902.8842, [email protected] 540.494.3569, [email protected]

Gary Klein* Robert Mulligan* Florida Fish and Wildlife Conservation Commission New Hampshire State Police - Marine Patrol 850.694.0734, [email protected] 603.227.2122, [email protected]

Mark Chanski Josh Hoffman Connecticut DEEP Arizona Game & Fish Dept. 860.447.4371, [email protected] 623.236.7258, [email protected]

Joe McCullough Lisa Dugan Alaska Office of Boating Safety Minnesota DNR 907.269.8704, [email protected] 651.259.5626, [email protected]

Betsy Woods Yolanda Cooley* Tennessee Wildlife Resources Connecticut DEEP 615.781.6601, [email protected] 860.447.4343, [email protected]

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Committee Members/Participants – Associate

Jim Emmons Spencer Semple Water Sports Foundation, BOATsmart! 407-719-8062, [email protected] 705.745.2878, [email protected]

Christopher Stec David Dickerson ACA | Canoe-Kayak-SUP-Raft-Rescue NMMA 828-329-3404, [email protected] 202.737.9761, [email protected]

COMO Carolyn Belmore Brian Goodwin USCG AUX/NBF ABYC 508.540.9204, [email protected] 410.990.4460 ext. 115, [email protected]

Emily King Virgil Chambers 614.633.9463, [email protected] 614.582.4112, [email protected]

Appendices: (Items in yellow to be finalized prior to posting with this Final Report.)

• Appendix A: 2019 NASBLA Paddlesports Committee Meeting Agenda • Appendix B: PADDLE_2019-1 2019 Special Report on Paddlesports and Safety (Note: The final grant report will be added once approved by the USCG.) • Appendix C: Social Media Paddlesports Messaging Plan • Appendix D: 2019 PADDLE_2019-3 Outreach Best Practices Final Report • Appendix E: 2019 PADDLE_2019-4 Alternative Funding Sources for State Paddling Programs • Appendix F: 2019 PADDLE_2019-5 An Open Letter to Executives of North American Paddlesports Retail Companies

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Paddlesports Committee Recommendations for 2019 – 2020 Charges

• Serve in advisory capacity to Benefits to Sport Fish Restoration, R3 Opportunities, and the Associated Challenges and Needs Ahead project. • Create and distribute best practices for paddlecraft rental liveries, such as outreach, gear, staff training and boater education • Provide model for states to partner with paddlecraft dealers to advance education opportunities. • Create an inventory of available databases and resources regarding access to waterways for paddlecraft. • Develop micro-learning training to help facilitate opportunities for officers, educators and administrators to engage the paddling community.

Appendix A: 2019 NASBLA Paddlesports Committee Meeting Agenda

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Paddlesports Committee Meeting Lexington, KY March 2, 2019 8:00 AM – 5:00 PM Cold Stream & Georgetown Meeting Rooms

8:00 AM – 9:00 AM Setting the Stage – Plenary Gathering of all NASBLA Policy Committees Cold Stream Ballroom

Welcome and opening remarks. Overview of operational matters affecting all committees—policies and roles, calendar, milestones for remainder of cycle, measures of effectiveness.

9:00 AM – 9:05 AM Welcome, Opening Remarks, Committee Goals, etc. Georgetown Room Kim Jackson, Chair Ron Sarver, NASBLA Paddlesports Staff Member Tom Guess, Executive Board Liaison

9:05 AM – 9:45 AM Committee Charges PADDLE_2019-1 Data & Trends Charge Leader: Derek Van Dyke, Washington

PADDLE_2019-2 Outreach Assistance to States Charge Leader: Lisa Dugan, Minnesota

9:45 AM – 10:00 AM Break (Drinks, etc., provided by NASBLA)

10:00 AM – 11:00 AM Committee Charges

PADDLE_2019-3 Outreach Best Practices Charge Leader: MariAnn McKenzie, Oregon

PADDLE_2019-4 Alternative Funding Sources Charge Leaders: Mark Chanski, Connecticut

12:00 noon – 1:00 PM Lunch Atrium There will be a lunch served for all committee members in the atrium.

1:00 PM – 2:00 PM Committee Charges

PADDLE_2019-5 Manufacturer Outreach Charge Leader: Jim Emmons, Water Sports Foundation

Monitoring/Hand Off Charges Kayak and Canoe Floatation Standards Marine Law Enforcement Best Practices for Paddlesports

2:00 PM – 2:30 PM Break (Drinks, etc., provided by NASBLA)

2:30 PM – 3:00 PM Discuss Paddlesports Committee Video for Conference Report

3:00 PM - Adjourn Closing remarks and scheduling for future teleconferences and reporting deadlines for the committee to report to the NASBLA Executive Board.

Charge Leaders please have a status report prepared to share with the committee for your charges.

Notes: - Deadline for annual conference session proposals. April 30, 2019. - Committees deliver written, 2019 charge status reports and preliminary recommendations for 2020 charge ideas to board for first review. Deadline May 17, 2019 - Committees wrap up 2019 cycle work products and develop final committee reports. Final reports deadline is August 16, 2019.

Appendix B: PADDLE_2019-1 Data & Trends 2019 Special Report on Paddlesports and Safety

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Report awaiting approval from U.S. Coast Guard

Appendix C: PADDLE_2019-2 Outreach Assistance to States Social Media Paddlesports Messaging Plan

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Social Media Paddlesports Messaging Plan

Prepared for: National Association of State Boating Law Administrators

Table of Contents

3 - Welcome 4 - Social Media Best Practices: Placement and Oversight How to Use and Share Content State Agencies Organizations Media 11 - Course Providers Third-Party Verification of Skills Training Process Promoting on Social Media 13 - Conclusion

Welcome 3 Dear Paddlesports Safety Partner, We encourage everyone to spread the safe paddling message through social media that will inform and motivate paddlers to prepare for a safe paddling experience. This Plan will offer the NASBLA membership deliverables such as social media platforms paddlers prefer social influencers and much more.

Social Media Paddlesports Messaging Plan will provide you with general Best Practices on how to use the deliverables provided in the Plan including Placement and Oversight and How to Use and Share Content.

In addition, the Plan will address how On-Water Course Providers can be actively involved in promoting the paddlesports safety lifestyle upon receiving Third-Party Course Verification of Skills Training from the National Association of State Boating Law Administrators (NASBLA) and how they can promote the importance of skill-based on-water training programs though social media.

Please take a moment to review the Social Media Paddlesports Messaging Plan and if you have questions or cannot find what you need, contact the Paddlesports Committee Chair. We wish you a happy - and safe - paddling season!

Best Regards,

2018-2019 Paddlesports Committee Paddle_2019-2 Outreach Assistance to States

Social Media Best Practices 4

Social Media Placement and Oversight

Because of its low-cost “investment,” its opportunity to get messaging directly to the end user – in this case, the recreational boater – and because of the proven Return on Investment (ROI), state agencies, organizations, the media, and other partners have determined that promoting safe paddling through an aggressive social marketing approach is an essential component of its outreach and marketing efforts.

There are general Best Practices, regardless of what industry one may be in, that can help Leverage any message on social media. This is a brief guide on those best practices broken down to address each “major” social media platform.

Facebook

Facebook is the biggest social media site around, with more than two billion people using it every month. That's almost a third of the world's population! There are more that 65 million businesses using Facebook pages and more than six million advertisers actively promoting their business on Facebook, which makes it a pretty safe bet if you want to have a presence on social media.ͥ ͥ ͥ ͥ

If your agency or organization already has a Facebook page, the first step as you plan your paddlesports message should be to analyze your Facebook Analytics. If they don’t already have a Facebook page, keep the following tips in mind as you set up your page and begin posting. Your analytics provide you with key insights as to who is visiting your page, their location, the time they’re visiting, and the posts that garner the most impressions and engagement from your followers. This is important information as you prepare your paddlesports messaging. Once you have a general understanding of your Analytics, use that data to start planning you’re messaging.

Know your audience

Are most of your visitors and those that engage with your page male or female? Younger or older? Do the majority live in the city, suburbs, or rural areas? Let’s say that you have an older male audience. Research suggests that this demographic will change their behavior if they can personally see themselves in the stories you tell.ͥ ͥ You may want to focus more on “Saved by the Jacket” survivor stories from other adult males, rather than “talking head” public service announcements.

Post Timely and Frequently

Analytics provided by Facebook suggest that the best time to post on Facebook is between 12:00 PM and 3:00 PM. While this time frame is consistent throughout the week, Saturday and Sunday typically will have less engagement than Monday through Friday.

Also, remember to optimize your content for mobile as 94 percent of Facebook user’s access Facebook via the mobile app.

In general, terms, your visitors will only engage with you if you post often. They’re likely not thinking about your Facebook page or campaign unless it’s in their News Feed. It is recommended to post at least once a day, and – if you’re content is timely – then posting more than once a day will increase your reach.

Keep your posts short and take advantage of Photos and Video

How you create, each post is important: remember that most people on Facebook are scrolling through their newsfeed and aren’t typically going out of their way to visit your page. You need to “hook” the reader with short, specific messaging, ideally with a Call to Action. Do you want the individual to Like or Share the post? Then ask them to in the message! Do you want them to visit a specific website? Give them a reason to want to learn more.

Photos and videos attract a visitor’s attention more than just text. For every post, make sure to include a related photo. Video has the same effect, but remember the first tip – make sure your video is short. In addition, if you have the original video, upload it directly to Facebook, rather than share a YouTube link. This will result in a higher view and impression rate. Facebook is set up to automatically play a video, whereas a YouTube video uploaded on Facebook requires the person to click before the video will start.

If you’re looking for high-resolutions photos that demonstrate safe boating practices or the outdoors, here’s a few options:

U.S. Coast Guard: http://www.uscgboating.org/multimedia/gallery.php Take Me Fishing: http://news.takemefishing.org/imagegallery U.S. Fish and Wildlife Service: https://digitalmedia.fws.gov/cdm/landingpage/collection/natdiglib

Tag others, but skip the hashtag

When posting to Facebook, make sure to “tag” relevant organizations and partners by using the @ and then type in their name. For example, if the Spring Aboard campaign is posting about different organizations that offer boating safety courses, the post may look like this:

Want to take an online safe boating course? @BoatUSFoundation @USCGAux @United States Power Squadrons @BoatEd @BoaterExam [@StateAgency] are all great options! Learn more at www.springaboard.org.

Notice what isn’t in that sample post: a hashtag. A hashtag is a “word or phrase proceeded by a hash or pound sign (#) and used to identify messages on a specific topic.” Its intention is to allow people to click on the hashtag to search the “word or phrase” to see similar posts.

While hashtags work on Facebook, they don’t typically have the same impact as they do as on Twitter. Because you want to keep your posts short and specific, adding hashtags can muddle the message while adding little value.

YouTube

YouTube is a video-sharing platform where users watch a billion hours of videos every day. To get started, you can create a YouTube channel for your brand where you can upload videos for you subscribers to view, like, comment, and share.

Besides being the second biggest social media site, YouTube (owned by Google) is also often known as the second largest search engine after Google. If you want your brand to be on YouTube, we recommend reading up on YouTube SEO.

• Over 1.9 billion logged-in users visit YouTube each month and everyday people watch over a billion hours of video and generate billions of views.

• 18-34 year olds are watching YouTube, on mobile alone, reaches more people in this US audience than any TV network.

• YouTube has launched local versions in more than 91 countries.

• You can navigate YouTube in a total of 80 different languages, covering 95% of the internet population.

• More than 70% of YouTube watch time comes from mobile devices.

You can also advertise on YouTube to increase your reach on the platform.

Instagram

Instagram is a photo and video sharing social media app. It allows you to share a wide range of content such as photos, videos, Stories, and live videos. It has also recently launched IGTV (vertical video which isn't limited to one minute, each video can be up to an hour long) for longer-form videos.

Across the globe, there are over one billion Instagrammers - more that 500 million of who use Instagram every single day, sharing an average of 95 million photos and videos per day.

• On Instagram, brands enjoy regular engagement with 4% of their total followers. Compared to less than 0.1 % on Facebook.

• A strategy helps you to deliver the right message, to the right people, at the right time.

• Roughly half of internet-using young adults ages 18-29 (53%) use Instagram.

As a brand, you can have an Instagram business profile, which will provide you with rich analytics of your profile and posts and the ability to schedule Instagram posts using third-party tools.

Twitter

Twitter is more likely used by younger Americans and, in total, 24% of Internet user’s use Twitter. Data suggests that Twitter is also more popular among those that are more educated. While Facebook gives you, the opportunity to present a “story,” Twitter’s Golden Rule is to keep it short.

Keep it short

When Twitter was created, the user only had 140 characters to create their message. On November 7, 2017, based on its analytics and data, Twitter allowed all users to draft their message using 280 characters. Whether you want to keep your message as short as possible or use the full 280 characters; just remember to keep your message short and to the point. Resist saying more if it’s unnecessary.

Use visuals

The old saying “A picture is worth a thousand words” still holds true in the digital world and since you only have about 50 words you can use in a tweet, be sure to complement your tweet with a picture, gif, meme, or video (tip: they don’t take away from your character count!)

Note: if you want to share a video on Twitter directly, be aware that Twitter only allows videos less than 60 seconds. If you want to share a longer video, then share the YouTube link. Again, like Facebook, you will get more views and impressions with a video directly posted to Twitter, rather than a YouTube link, but the time limit may prevent you from doing so.

Use hashtags

Hashtags were created so a user could click one to see related posts or to see what’s trending. For example, #ThrowbackThursday is a typical hashtag you will see Twitter users use every week to share an old photo or event. We’ve done the research for you: specifically for paddlesports, the following hashtags are used often within the recreational boating safety community: #watersports #beach #summer #water #travel #fun #sup #boating #adventure #surf #kitesurfing #raft #rafting #surfing #paddleboarding #waves #nature #kayaking #sailing #kayak #SafeBoating #sport #paddle #beachlife #standuppaddle #kitesurf #BoatingSafety #suplife #suplove #supyoga #isup #bhfyp#row #LifeJacket #standuppaddling #stand #up #aloha #lakelife #river #WearIt #canoe #canoeing #freshwater #kayakfishing #kayaklife

Engage with your followers

When you’re logged into Twitter, at the top of the page will be a tab that says Notifications: if you click on that, you’ll get information on who started following your account, who has liked or retweeted your tweets and comments on tweets. Don’t ignore these, instead use these as opportunities to engage with people that have expressed an interest in your program.

How to Use and Share Content

State Agencies

Customize Your Messaging

The messaging presented in this report is generic enough for multiple partners to integrate into their campaign efforts, but customizable options are available and NASBLA encourages state partners to customize all your messages specifically for your state’s boaters.

Start with using the NASBLA paddlesports logo with your state’s name. This will create an identity for the messaging and will make the end user feel as though your messages are speaking directly to them.

When linking to safe boating courses, make sure that you’re sending boaters to the state-specific course, rather than the generic course. Make it as easy as possible for them to sign up for a course.

For example, if Florida Fish and Wildlife Conservation Commission wants to create a post about taking BoatUS. Foundation’s online course, send them to www.boatus.org/florida rather than the generic landing page, www.boatus.org/free.

In the Communications Plan, Spring Aboard has provided you with a customizable paddlesports press release and radio public service announcement scripts. It has provided sample quotes, but take some time to update those, for example, with a local boating survival story rather than the generic quote.

Customize your URLs

When compiling a message and you want to link to a URL, it’s best to shorten the URL using free online shortened platforms like https:// goo.gl/ or http://www.bitly.com. Not only will these sites shorten the URL, they also offer customization options. For example, instead of linking to California’s Boating Safe Classes and Courses page (https://dbw.parks.ca.gov/?page_id=28734), you can use the shortened platform and customize the link to whatever you want, in this case: http://bit.ly/CABoatCourse.

Another great feature of these platforms is that they offer analytics on the shortened links. You can go back to https://goo.gl/ or www.bitly.com later and see how many clicks there were on that link.

Know Your Audience

You know your boaters better than anyone. Are most of the boaters in your state going to lakes? Is there one lake or river that’s more popular than most? Is there a type of fish that boaters love to fish for? Plug in those details. The generic messaging and designs provides you will couple well with a custom Facebook post or tweet. Here’s an example:

Generic Tweet: Limitless adventures await you on the water! Take a #safeboating class and @SpringAboard for boating fun #springaboard www.springaboard.org.

Custom Tweet from @boat_california: Heading out to the Delta this weekend? Limitless Adventures await you on the water! Take a #safeboating class and @SpringAboard for boating fun #springaboard http://bit.ly/CABoatCourse.

Create original content and share partners’ posts

Your followers want to hear from you and the unique perspective you offer when it comes to boating in their state. Create original, custom content that your followers can relate to (this goes back to the “Customize Your Campaign” tip above).

In addition, share from your partners! Not only will this help get some of the great work of your boating safety partners in front of the eyes of your followers, but it also saves you from doing more work! If you notice a partner’s post or tweet has received a lot of Likes and Retweets, take advantage by sharing their post on your own page, and don’t forget to include your own custom message when sharing.

Organizations

Promote Your Mission

Every time that you post on social media, you are promoting your organization’s mission and the programs that support that mission. Don’t stray too far from that mission. For example, if your organization’s mission is focused on paddling and paddling safety, don’t post too many photos of boaters in powerboats or other types of boats that are not paddling boats.

If your organization has a niche, for example you are one of the leading organizations promoting Life Jacket Loaner Stations, bring that message into the your paddling media messaging, i.e. – Did you know that 84% of recreational boaters that drowned in 2018 weren’t wearing a life jacket? You’ll learn even more about the importance of wearing a life jacket by taking a safe boating course and you can put that knowledge into practice during your next boating trip by borrowing a life jacket from a free life jacket loaner station in your area! [Link to Life Jacket Loaner Station website].

Note: Using statistics is important to support your posts, but find a way to turn those statistics into stories. For example, you could use the same statistic above, but then introduce a “Saved by the Jacket” story, i.e.:

Did you know that 84% of recreational boaters that drowned in 2018 weren’t wearing a life jacket? These four boaters off the coast of Florida are a true example of what a difference a life jacket can make: http://bit.ly/2DAdUSW. @MyFWCLife

Tag the Media

All boating safety organizations want to get their story or article featured in the media. While this is an achievable goal, it is a lofty one. You can help your media contacts out by tagging them in your posts. When you tag the media (or any other group), they will get a notification that they’re tagged. This may prompt them to share the post or comment on it.

Thank Your Partners

Did a recent post of yours get shared by a lot of your partners? Did you notice that your tweet was liked by someone new, but with similar interests? Take the time to visit their page and thank them for helping to promote your paddlesports message.

Media

Use NASBLA Deliverables

We all have a shared mission when it comes to getting boaters to be safe on the water. We understand that a time-sensitive story is going to get more traction than a standard boilerplate message and we have drafted the social media messages to be timely and relevant to varied audiences.

Use Common Terms

When everyone is using common terminology, it helps promote the importance of the message itself. The National Safe Boating Council has done the hard work for you: visit www.boatbeat.org to learn standard terms used in the boating safety industry and use them in your articles and posts. For example, the term “life jacket” has more resonance with boaters than “PFD” or “life preserver.”

Reach Out to Partners for Interviews through Social Media

It’s likely that you’re being approached by boating safety organizations and state agencies to conduct interviews in preparation for the boating season. However, you’re often the first to know about a boating accident. When this happens, you can be sure that boating safety organizations throughout the country want to speak with you so they can share safe boating tips with your readers.

Email and phone are still great ways to reach boating safety organizations, but so is social media. Reach out to these partners through a direct message on Facebook and Twitter and you’ll likely receive a response quickly.

Course Providers 11

Third-Party Course Verification of Skills Training

Are you an On-Water Skills Course Provider? If so, this section is for you. Below is information on how you begin the Third-Party Course Verification process. Following that information, available at www.NASBLA.org, is an introduction of how you can promote that your course has been verified by NASBLA.

Third-Party Course Verification of Skills Training Process

NASBLA is implementing a process of voluntary third-party conformity assessment for on-water boating skill programs to verify a course meets American National Standards for Power, Sail, and Human-Propelled. Successful completion will include the award of a uniquely numbered “Verified Course” mark indicating, “The content of this course conforms to the American National Standard for on-water skills as verified through an independent third-party assessment process.”

Recognized by the American National Standards Institute as American National Standards, the On-Water Power, On-Water Sailing, and On-Water Human-Propelled standards identify fundamental skills that entry-level recreational boat operators should be able to demonstrate after receiving instruction. The standards are freely available for voluntary application by organizations providing recreational boating instructional programs. More information about these standards can be found at www.abycinc.org or www.onwaterstandards.org.

NASBLA offers this third-party conformity assessment at NO COST through a U.S. Coast Guard administered grant program for a limited time. Among other documents, course providers earning the Verified Course mark will sign a Terms and Conditions agreement to provide numeric and survey data needed to evaluate the USCG National Recreational Boating Safety Strategic Plan. This information includes:

• numeric data of numbers of students enrolled in and completing the Verified Course;

• distribution to students of an online survey link (provided) to evaluate the level of recognition and influence on a student’s decision to enroll in a course due to the Verified Course mark;

• the course provider’s agreement to provide the course content as submitted; and,

• course provider’s agreement to provide feedback on the overall program.

Parties interested in submitting materials for this verification process should download and complete information posted at https://www.nasbla.org/education/verified.

Promoting Third-Party Course Verification of Skills Training Process on Social Media

You’ve done it! You’ve been verified by NASBLA that you have met the American National Standards for Power, Sail, or Human-Propelled (or maybe all three!) Be proud of your accomplishment by taking the great news to social media. Here’s some tips:

Demonstrate safe boating behaviors

• In all your social media posts, be sure that your media (photos, videos, etc.) Demonstrate safe boating behaviors. Everyone should be wearing life jackets; alcohol and other substances should never been seen on a boat; and other general safe boating behaviors should be demonstrated.

• Talk about the benefit to the boater: Why should a boater take your course? What does it mean for a boater to take a course that has received Third-Party Course verification? Introduce the story of your company/organization and highlight why it’s so important that your course(s) following the American National Standards.

• We know that boating occurs year-round, but a lot of boaters are more interested in taking on-water courses during the warmer months. Determine what deliverables will work best for you, make minor changes, and start reaching out to boaters!

Conclusion 13

There are so many benefits to implementing social media into your communications plan. For those that want to fully invest in Social Media Marketing, that investment can mean as much as hiring a new staff member to focus on Online Communications and promoting social media posts through purchased advertising. On the other hand, it could mean more of an investment of time: social media does take time and effort. You can invest as much or as little as your organization or company determines is worth that investment.

Remember: 79% of all adult Americans are on Facebook.

The investment into social media – whatever level you choose – is worth getting your organization or company’s name and mission to the end-user: the recreational boater. Boaters are online: researching, browsing or engaging about their hobby. Be there for them by offering your expertise, knowledge, and services.

Reference in this Social Media Campaign Messaging Plan to any specific commercial products, processes, or services, or the use of any trade, firm or corporation name is for the information and convenience of the public, and does not constitute endorsement, recommendation, or favoring by the U.S. Coast Guard. For more information, visit www.USCGBoating.org.

i PewInternet.org ii The Corps Foundation Boating Safety Public Service Announcement Campaign (Grant #1402.07) iii Spring-Aboard Media Messaging Plan iiii Buffer.com

Appendix D: PADDLE_2019-3 Outreach Best Practices Outreach Best Practices to the Paddling Community

14 | Page Final Report August 29, 2019

National Association of State Boating Law Administrators

Paddlesports Committee

How to Get Involved with your State Paddling Community White Paper

Final – September 17, 2019 PADDLE_2019-3 Outreach Best Practices

MariAnn McKenzie, OR, Charge Leader Emily King

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Non-Motorized Boating - Engaging the Paddlesport Community 2019 Outreach Best Practices for States and Territories

The participation in paddlesports continues to grow and boating safety programs should be engaging this diverse and growing community because they will be part of the mix of boaters that defines our future. There are many benefits that flow from these growing sports to the individual and the greater community, and the states and territories would like to support these boaters by ensuring that they can recreate in a safe manner. Currently many states and territories are providing access to the water for the paddling community (as funding allows) and boating education classes are being devoted to paddling as a result of the increase in popularity.

It has been recognized that the non-motorized community of boaters has a strong voice with a successful track record of defeating proposed bills. It is also recognized that non-motorized participants who are serious about their sport and equipment are not as great a concern for the law enforcement and rescue community as the casual non-experienced ‘looks like fun, let’s do it’ groups.

Key Issues

Paddling is growing in popularity. The Outdoor Foundation published their 2018 Outdoor Recreation Participation Report.1 The graph below shows the trend regarding non-motorized activities in a 10 year period.

2018 Outdoor Recreation Participation Report *All Americans Ages 6+ 12,000

10,000 Canoeing Kayak Fishing 8,000 Kayaking (Recreational)

6,000 Kayaking (Sea/Touring) Kayaking (Whitewater) 4,000 Rafting 2,000 Sailing

# of Participants (times 1,000) (times # of Participants Stand Up Paddling 0 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017

1 Available at https://outdoorindustry.org/resource/2018-outdoor-participation-report/

According to this report, recreational kayaking has increased by 169% within a 10 year period. Stand-up paddling is on a slow incline, although the sport was introduced in 2010, the sport has increased by 317% within an eight year span.

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So how do we embrace paddlers, especially when they might relate more to hikers and bicyclists than to other boaters? The boating safety community characterizes them as ‘non-motorized’, ‘paddle craft’, ‘rowers’, ‘stand-up paddlers’, ‘paddle boaters’, ‘canoers’, ‘paddlers’, ‘kayakers’, or even ‘human-propelled.’ These names alone indicate distinctly different sub-groups, with varying levels of participation, equipment usage, nomenclature, access and opportunity. To embrace each sub-group, dive deeper into the relevant data, concerns and issues of each.

The data demonstrates why a “one size fits all” approach to engaging the non-motorized community will not work. Fatal accidents for paddle sports may be increasing over time as it becomes more popular. The graph below shows an increasing trend from 2013 to 2017.

Paddling Fatalities*1 Compared with Total Recreational Boating

Fatalities in the United States from 2010 - 2017

758

701 100% 700 672 651 658 626 90% 610 600 560 80% 70% 500 60% Total Fatalities 400 50% Paddling Fatalities 300 40% 29.8% 29.2% 29.1% 30.5% % paddling fatalities 27.9% 28.2% 24.6% 28.0% 30% 200 20% 100 10% 185 211 157 153 178 184 202 201 0 0% 2010 2011 2012 2013 2014 2015 2016 2017

*1 paddling includes canoes, inflatables, kayaks, rowboats, sail (only) and stand up paddleboards

Nationally, the bulk of the funds provided by the Federal Government through the US Coast Guard for state recreational boating safety programs are derived from excise taxes on marine fuel, fishing tackle and small motor sales. As a result, the bulk of effort on injury prevention efforts and law enforcement are focused on motorized boating. The growth of paddlesports has placed additional demands on state boating safety programs. Traditional funding sources derived from motorized vessels are being diverted to assist this growing community of boaters. The paddling community is utilizing resources of state and federal agencies but, in the vast majority of states, does not contribute meaningfully to the funds needed to provide desired services.

Search and rescue efforts for paddle craft have increased as the number of vessels have grown. In fact, in an effort to reduce costs from search and rescue efforts the US Coast Guard, in partnership with the New England Safe Boating Council, introduced an “If Found” sticker, urging paddlers to place them on their boat so that if an empty canoe or kayak is found floating, law enforcement know who to call instead of launching expensive and dwindling assets. After the success of the “If Found” sticker program, the American Canoe Association (ACA) followed suit and developed a similar “If Found” sticker directly targeted for paddle craft. However, this initiative alone is not considered to be enough to greatly reduce the cost of local law enforcement efforts.

Many organizations provide education and instruction for the paddling community and standards are being formulated or revised for both knowledge courses and skill-based, on-water instruction in hopes this will result in increasing numbers of voluntary courses available. It is anticipated that states and territories will utilize these standards to develop course curricula; however, funding will be necessary to get these courses out to the boaters.

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Lastly, it is difficult to accurately gauge the popularity of paddle sports because these boats are largely unregistered in the United States.

Non-Motorized Market

Participation has been fueled by the decreasing price of recreational kayaks and stand up paddleboards (SUP) and their increased availability - mostly through big box stores. This “self-help” market may or may not have knowledgeable sales people that would remind customers to make sure that they have a properly fitting life jacket and whistle to go with their new kayak or SUP. Many stores where kayaks and SUPs are sold may not even sell life jackets.

Stand up paddling is a young sport still and as a result the SUP market is crowded with dozens and dozens of brands vying for market share. The increased supply and the competition are both driving down prices. If the SUP market follows the trajectory of the kayak market, then over the next few years, it’s likely that we will see the number of brands decrease significantly as some companies go out of business and others are bought up. At the end of this period of “market consolidation” it’s likely that we will see 20-30 dominant brands. Some of those brands will specialize in supplying the entry-level recreation SUPs, so even though there will be fewer brands, the brands that remain will likely focus on specific niches. Along the way, companies, looking for ways to differentiate themselves, will be pushing the innovation envelope, and taking stand up paddleboards in new directions. The “Super SUP” and the motorized fishing SUPs are a few current examples that we observed at the 2017 Paddlesports Retailer Show in Madison, Wisconsin. Some of these new products may represent regulatory challenges.

It’s helpful to understand these markets. The kayak market is much more mature than the stand up paddleboard industry and the kayak market consolidation phase has played out. As a result, there are a few large players that are well stratified with some companies focusing on the inexpensive, entry level boat and others specializing on the high performance specialty boats, with many manufacturing kayaks that span the market.

Ohio’s user-pay, user-benefit Program:

The Ohio Department of Natural Resources is responsible for boating safety, education and law enforcement that cover all waters of the state. This statewide area includes the near-shore area along 451 miles of the Ohio River, approximately half the entire surface area of Lake Erie, more than 200 inland lakes, and over 60,000 miles of inland streams, rivers and other waterways.

Some historical perspective is below to understand Ohio’s unique perspective on paddlers and the paddlesport community.

Historical Overview Prior to the late 1800s, most boating in Ohio was done out of necessity for transportation and commerce. The Ohio and Erie Canal which became operative from Akron to Cleveland in 1827 provided Ohio with an economic boon as well as a link to needed resources. The Miami and Erie Canal, which comprised three canals (the Miami Canal running from Cincinnati to Dayton, the Miami Extension, and the Wabash and Erie Canal), was officially designated in 1849. These canals along with Ohio’s rivers saw the development and establishment of local canoe clubs and other boating organizations providing social and recreational opportunities.

Boating as a recreational activity was popularized by sailing regattas held on Lake Erie in the late 1800s. The Inter- Lake Yachting Association was conceived in July 1884 at Put-In-Bay Harbor and was formally organized at a January 1885 meeting of the Cleveland Yachting Association and the Cleveland Canoe Club.

For many Ohioans, Lake Erie weekends were not a recreational option, so inland Ohioans flocked to the rivers for recreational boating and fishing opportunities. Following World War II, the demand for leisure time activities

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dramatically increased. During this time, boat owners registered their boats locally, for a particular body of water – thus requiring multiple registrations for a single vessel if it was used in different bodies of water. These registrations were required for all types of vessels including canoes using the body of water.

In 1983, legislation was enacted to enable the Department to award grants for boater safety education to political subdivisions (non-profit groups became eligible in 1990). Several million dollars has thus far been awarded to community recreation departments, state universities, cities, counties, etc. Many of these programs were to start up paddling programs and make them available at the local levels.

In 2002, legislation was enacted giving owners of hand-powered boats, including canoes and kayaks, an option to exempt their boats from the traditional numbering system. An owner has the option of registration by displaying a rectangular registration tag that is securely affixed on the deck of the rear half of the vessel, on the outside below the port side gunnel, or the inside of the starboard side gunnel. This was to recognize the difficulty of registering these boats in the traditional numbering system.

Paddlesport Services Ohio’s paddlesport community has benefitted throughout history and continues to benefit by the Department’s boating access and facility program. The state maintains a database of all the access facilities, lowhead dams, etc. It runs a Scenic Rivers Program and a Water Trails Program that allows the state to address increased interest in river use and access by the paddling community. It provides for portages and signage around lowhead dams. It provides for printable maps and guides on the various water trails and rivers.

Paddlers benefit from the Department’s boating education services. The state conducts instructor certification programs for paddlers. They conduct special events and nature floats where the public can enjoy a canoe or kayak trip. At the Ohio State Fair, they have a kayak pond where everyone receives basic instruction and can paddle safely around the pond under the guidance of safety personnel.

The Boating Safety Education Grant Program provides funding to agencies that conduct boating education courses, skill development boating courses, boating education events, etc. This enables many agencies to purchase canoes, kayaks, paddles, lifejackets, safety equipment, etc. as startup costs for development of a robust paddling program. Grant money can also be used for training and equipment for a paddling program for students with learning disabilities and special needs.

Summary Ohio’s program, the canoe clubs and paddlers were always included as a boat/vessel from the very beginning. They were also instrumental with the development of Ohio’s boating education programs and the river rescue program; both programs receive services, grants and benefits as part of the whole boating community. “Wise use” is part of the Department’s mission and responsible management of their fiscal resources is essential to fulfilling that mission. Ohio’s paddlers do contribute but they also benefit from these boating safety services.

Oregon’s Paddlesports Engagement:

Paddling in particular really took off in the last decade and is one of the most popular water-based activities. Over time, the needs of the paddling community and requests for grant funding from facility managers have surpassed the agency’s ability to meet those needs and absorb the costs. With declining motorboat registrations and federal funding tied to those registration numbers, the agency has been in a position of being asked to do more with less. Economic drivers aside, stakeholders on all sides of boating recreation acknowledged that a level of fiscal “fairness” needed to be woven into the conversation and “access” resonated with the majority of boaters and facility owners alike.

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The Oregon State Marine Board (OSMB) recognized the importance of integrating non-motorized boater needs and participation into agency operations. Through the OSMB Strategic Planning process, motorized and non- motorized boaters expressed the importance of engaging non-motorized boaters.

In 2012, OSMB established a non-motorized advisory committee to provide counsel and direction to the agency. As a result of this process the OSMB initiated a public engagement process to engage interested and affected citizens in a dialogue with OSMB about needs and uses of non-motorized boaters in Oregon, and whether and how to put together a non-motorized program with an associated user pay-user benefit fee structure. With the help of outside consultants, they developed a process design and meeting format meant to engage community members in an interactive discussion about their needs and values as non-motorized boaters, and their thoughts about a user fee, user benefit program specifically for non-motorized boaters. OSMB took the time to understand non-motorized boaters’ needs before crafting any recommendations.

Nearly ten years of work with external stakeholder groups, clubs and individual boaters from the non-motorized, cruising, outdoor sportsmen and watersports communities, led to the development of the agency’s strategic plan to address a variety of issues with the goal of finding ways to better serve “all boaters.”

In 2015, the Oregon Legislature told the agency to look into a funding mechanism to support non-motorized boaters. In 2017, the agency proposed legislation that ultimately failed because of safety components in the bill that many thought were over-reaching. So in 2018, the agency took another approach with what everyone did agree on from the 2017 session: access. The agency vetted legislative concepts with stakeholder groups, held public open houses statewide and refined the concepts further based on additional feedback. This process helped shape what became SB 47.

Waterway Access Account SB 47 creates a Waterway Access Account to provide grant funding to public boating facility managers to improve or develop new access specific to the needs of non-motorized boaters and piggy-backs off the Aquatic Invasive Species (AIS) Permit Program.

All of the existing requirements for the AIS permit still apply: boats 10’ long and longer are required to carry a permit (one permit per boat –including stand up paddleboards), children 14 and younger are exempt, and permits are transferrable to other non-motorized boats. The AIS permit will now be called a Waterway Access Permit, and the additional fees will fund both the AIS program and Waterway Access fund. The cost is $17 for an annual permit and $30 for a two-year permit. There is also a new, one week purchasing option for $5, which is great for paddlers from out-of-state or people new to paddling. The agency hopes to raise $1.5 million in revenue and to put the money on the ground as soon as possible, with projects already lining up in the queue. The agency tries to leverage every dollar with applicant match funding to amplify the project value.

The Waterway Access account will also help fund staging areas; expand single car parking, low freeboard docks and kayak launches, restrooms, etc. The account also allows for education grants to non-profits and public bodies to develop safety education courses and purchase boating equipment to help reduce barriers for underserved communities. For example, the Boys and Girls Clubs, YMCA, and other groups could apply for education funding and introduce recreational boating to a wide array of kids and adults. It’s also important to note that agency staff and facility providers have noticed that mixed use boating facilities can help ease congestion and reduce safety issues through improved facility design while also helping the agency better serve all boaters.

Many in the paddling community supported the idea of having dedicated funds for non-motorized access as long as they see where the money is going. Fortunately, the Marine Board has been successful in showing 90 percent of the agency’s expenditures go back to boaters, and has supported motorized boating needs for 60 years. What took the agency 60 years to build can be also be done with the help of the paddling community.

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SB 47 requires a report back to the legislature after the first and second year after implementation. The Marine Board currently completes an Aquatic Invasive Species Program Report and has done so since that program was implemented, and welcomes the legislative report mandate.

The next step for the agency will be developing rules to implement the program. The bill goes into effect January 1, 2020; however, compliance will not be enforced until August 1, 2020 to allow time for education and outreach through our marine law enforcement partners, rental facilities, and other partners.

Current Outreach Programs

American Canoe Association Outreach Programs Since the early 1990’s there has been an explosion in non-motorized activity, peaking in the area of 50 million according to national surveys on recreation and the environment. It is these staggering numbers that have prompted the ACA to develop a ’State Directors Program’. The mission of the State Director Program is to increase effectiveness of the ACA at the state level by:

• Facilitating communication between paddlers and the ACA National Office – (Note: The Paddlesports Subcommittee would like to expand on this to include communication between the non-motorized community and state boating programs); • Fostering community responsibility in protecting and preserving paddling environments; • Assisting others with acquiring the necessary skills to safely enjoy local waterways; and • Promoting paddlesport competition at the local and state level.

ACA State Directors will have the opportunity to enlist additional volunteers in the form of an Executive Council to aid in the distribution of responsibilities. It is also the hope that the ACA’s State Directors program will result in other program improvements such as development and availability of effective and consistent signage at paddlesport put-ins.

In ACA’s 2003 report “Critical Judgment” they recommend, aimed at state boating agencies and the USCG, remain highly relevant. They read: 1) State boating agencies and the USCG should place a high priority on increasing the proportion of staff that comes from a canoeing and kayaking background. 2) State boating agencies should place a priority on building stronger relationships with local paddling clubs.

These and other efforts to understand and embrace the community will result in current insights into various segments of this ever-growing user-group. Just like how the face of boating changed with the introduction of the outboard motor in the early 1900s, the face of non-motorized boating looks very different today than in past decades. One thing remains clear, non-motorized remains an important and growing component of the ever- changing boating scene. Now, more than ever, it’s time to establish and deepen relationships to fully embrace and engage this community.

Engagement with Paddlesports Manufacturers and Retailers In 2014, the Water Sports Foundation (WSF) began contacting manufacturers of recreational kayaks to learn more about their business and their interest to help make the pastime safer. In 2015, WSF held its first manufacturer’s meeting at the Outdoor Retailer Trade Show in Salt Lake City, UT. In attendance were representatives of North America’s largest recreational kayak manufacturers (estimated to represent about 85% of all production), the U.S. Coast Guard and the publisher from The Enthusiast Network, producers of Canoe & Kayak, SUP, and Kayak Fish media platforms.

The meeting was facilitated by WSF’s Director of Non-Profit Grant Outreach, Jim Emmons. Emmons started by sharing paddling accident and death stats from the Coast Guard’s 2013 and 2014 BARD report. The manufacturers were shocked at the number of deaths occurring using their products and when Emmons asked, “Would you be

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willing to help us with sharing safety messages to your customers?” The group unanimously and enthusiastically replied, “Yes!”

Cheri McKenzie from Confluence Outdoor, producers of Perception Kayaks, suggested that printed safety information should be included with each kayak as it leaves the factory. Stumbling over the enormous quantity necessary, Emmons explained that WSF didn’t have the funds necessary to produce an adequate amount of printed product inserts. The Coast Guard’s Jeff Hoedt shared that the Coast Guard had a special printing budget tied into a deadline date and that he thought this project idea would be perfect for its use.

The group spent its remaining time developing ideas for the printed product insert pamphlet and the title Be Smart, Be Safe, Have Fun! A Beginner’s Guide to Safer Paddling was suggested by McKenzie. John Maas from Lifetime Products, producers of Emotion Kayaks, suggested that the pamphlet take on a “Top Five” safety subjects similar to the way handgun manufacturers had done for safety messaging. The group settled on eight safety subjects for the pamphlet and they are; 1. Always Wear your Life Jacket, 2. Know Your Limits, 3. Carry Essentials, 4. Plan for Changing Weather Conditions, 5. Take a Paddling Class, 6. Dress for Immersion, 7. Tell a Friend (File a Float Plan) and, 8. Make Yourself Seen.

When these eight subjects, each given their own page, were combined with front and back covers, a nice ten-page, 5 inches by 5 inches, accordion folded, four-color pamphlet was designed and made ready for printing. For 2016, a series of eight Be Smart, Be Safe, Have Fun videos covering the same subjects was produced in support of the campaign.

The Coast Guard confirmed that the funding was in place to produce a safety pamphlet to be placed in each kayak at the manufacturing plant as the final step before shipping to retailers. WSF coordinated the design team at Canoe & Kayak along with a panel of safety specialists, including Pam Dillion of NASBLA, MariAnn McKenzie of Oregon, Dr. Gordon Giesbrecht, aka "Dr. Popsicle," and others who helped to get the proper images selected and copy developed in a way so that others would be willing to share its content. In January 2017, the Coast Guard printed 6.9 million copies of the pamphlet and a distribution program was set up by WSF to have pre-determined

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three -year quantities of the pamphlets shipped to kayak factories. All but two of the recreational kayak manufacturers (Pelican and Johnson Outdoors) include them inside each kayak delivery.

Through non-profit U.S Coast Guard grant projects, Water Sports Foundation (WSF) produces six video PSA’s each year. In follow up annual meetings with the kayak manufacturers, WSF has developed a network of manufacturers that share video PSA’s and other safety content through their marketing and social media channels. These include the humorous 2017 series called "Rewind" where a wacky character is shown paddling incorrectly and suddenly the video rewinds and the character performs that act correctly the second time. And the whimsical 2019 series called “The Hard Way” where the fictitious character Salty Jefferson appears before two mistake-prone paddlers and shares how he learned his lesson the Hard Way. These and other safe paddling videos produced by WSF grants funded by the Sport Fish Restoration and Boating Trust Fund can be found at: https://www.adventuresportsnetwork.com/sport/paddle-sports/canoe-kayak/paddling-safely/

In 2016, it was discovered that the paddling community did not relate well to the Coast Guard’s Boat Responsibly logo and an effort was started by WSF to create a similar looking logo for the paddling community. A new Paddle Responsibly logo was developed by WSF and its media partners and in 2017 it was approved for use by the U.S. Coast Guard.

At the 2017 manufacturer’s meeting, Emmons asked, “What more can we do to share safety messages more completely with the paddling public?” The manufacturers all agreed that ‘getting their retailers involved’ was the next step and WSF began to develop a plan for reaching retailers. Research through cross tabulating BARD data showed that as much as 75% of all paddle accidents involved paddlers that had less than 100 hours of experience. Anecdotally, this proves the theory that newcomers to paddling are a big part of the growing paddlesports accident figures and sadly, most of all newcomer kayak purchases are made at retail establishments that do not offer in-store professional assistance.

In May 2018, WSF through its connections was able to convince Costco Connection, Costco’s member magazine to 13 million subscribers to include an article on paddlesports safety.

In August 2018, the paddlesports manufacturer’s trade show meeting was expanded and the Coast Guard’s Verne Gifford was invited to make the keynote address to attendees of the Paddlesport Retailer show in Oklahoma City. The attendees, primarily retailers who come to the show to purchase new kayaks and associated equipment for the following season, were given an informative presentation that encouraged more attention to sharing safety details with customers.

In 2019, WSF proposed the concept of a jointly signed letter addressed to the leaders of big box sporting goods and club store companies. The letter is still in development but organizations such as the American Canoe Association, NASBLA, the Life jacket Association, BoatUS and the Water Sports Foundation have all agreed to sign in support. The Coast Guard’s Verne Gifford offered an inspiring quote that will be included in the letter. The goal is to get these retailers aware of the problem and to at least get them involved in the conversation that one day may lead to better in-store safety information for unsuspecting paddlesports buyers.

In both FY2018 and FY2019, the Coast Guard funded a WSF grant project called “Retailer Targeted Boating and Safety Awareness.” This campaign uses trade media such as Soundings Trade Only, Boating Industry, and Paddling Business as the vehicle to encourage retailers to always share safety such as the need for life jackets and leashes with every customer. The project has received tremendous support in the first year and was recently re-awarded for another year. There are no plans for a manufacturer meeting in 2019, however the project remains engaged with top manufacturers in the paddlesports industry.2

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How do States and Territories Begin the Conversation?

A Sample Engagement Process Have a good reason to meet. Before you get on the phone, make sure you have a good understanding of what it is you need to accomplish. Do your homework and gather data. If you cannot find data, then make that part of your need. Do you need help with developing a strategic plan? Direction from boaters? Make your plan and your goals explicit. A sample goal statement might be:

“What can we do to promote paddle sports in my state while growing a culture of safety with it so that, over time, the rate of accidents declines while participation increases?”

• When you have a sense of what you want to achieve, consult with your state’s ACA Director. • Consider including paddling representatives on state-level Boating Advisory Councils: o Ohio has included a paddlesport representative on its Waterways Safety Council for many years. o Oregon works with external stakeholder groups, clubs and individual boaters from the non- motorized, cruising, outdoor sportsmen and watersports communities. o Washington is advised by a 15-member stakeholder group that includes three members representing paddlesports: whitewater, Washington Water Trails, and human powered vessel operators. • Identify the type of representatives you want on your group: o Identify the criteria that help define who will be on your group. Go for diversity in the types of stakeholders, areas of interest and expertise. o Be sure to include all sides of the sports and law enforcement. Do not forget geographic diversity and think about inviting injury prevention specialists from your State Health Department. o Get an outside advisory group to approve (or at least look at) your list. You will probably find that there are certain leader’s in your state’s paddling communities that really need to be a part of the group. When you start hearing the same people’s names suggested in more than one meeting, you have probably identified the key stakeholders that should be included. o You can also consider a recruitment process. Create an application for those that would like to participate and build a list of organizations and experts to send the application too. That way, individual organizations and clubs can decide who they want to participate. o Use your list to advertise the opportunity and invite potential members to apply to participate. Be prepared to explain to prospective members what you want to achieve and what you offer. What value will you bring to paddlesports? • Draw up a charter for your group that identifies why the group is coming together, what you want them to achieve, what the final product will be, how long they will meet, and the limits of their authority. You may also consider including the process whereby the group will make decisions (consensus, majority rules etc...) • Bring the group together. • When you start to meet, go slow to go fast. Tell your story. Be prepared to own up to the past if you represent an agency that may have bad relationships with the paddling community. Remember that the more complex the story you have to tell, the longer it will take to explain. If you have hard data, share it. • Be prepared to explain the finances behind paddlesports from the government’s perspective. Explain what paddlers receive and (maybe) what they could receive. Explain efforts to address paddling needs and where funding has been obtained for these services. • Be transparent. Set up a public web page to provide access to meeting minutes, agendas, PowerPoint presentation, etc. Assuming you are able to achieve consensus, use your members to talk with skeptics – peer to peer communication (especially around complex issues) is more trusted than coming from government.

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• Involve the public at a certain point with “open houses” or public meetings. Consider contracting with a professional facilitator to help with the public. o Host live or virtual listening sessions where the paddling community is invited to voice their needs and desires. If you are starting a process to engage paddlers, this is a great way to meet a cross section of the community face to face. • Enhance opportunities for improved transparency from state and federal government. Provide a link to national efforts surrounding paddle sports like the efforts of the Education Standards Panel. • Open a communication path with the paddling community to educate them on the potential of a return to paddlers financial support in the form of car top launch sites, water trails, educational opportunities and direct involvement in what happens within the boating community. o It has been stated that the non-motorized community does not see the value of involvement and participation in the structured boating programs and that state boating programs need to show them the value. One way to demonstrate this value is to include special access areas for paddlers in the state’s funding request.

Moving Forward

Much has changed over the past decade. One needs only to review the ACA’s 2003 report “Critical Judgment”1 to see the historic change resulting in the increase of kayaks and kayakers. Will the next 10 years result in another historic change involving stand up paddleboards? Two recommendations from the ACA report, aimed at state boating agencies and the USCG, remain highly relevant. They read: 1) State boating agencies and the USCG should place a high priority on increasing the proportion of staff that comes from a canoeing and kayaking background. 2) State boating agencies should place a priority on building stronger relationships with local paddling clubs. These and other efforts to understand and embrace the community will result in current insights into various segments of this ever growing user-group. Just like how the face of boating changed with the introduction of the outboard motor in the early 1900s, the face of non-motorized boating looks very different today than in past decades. One thing remains clear, non-motorized remains an important and growing component of the ever- changing boating scene. Now, more than ever, it’s time to establish and deepen relationships to fully embrace and engage this community.3

References:

1 Alison Snow-Jones, Ph.D., and others. Critical Judgment II Understanding and Preventing Canoe and Kayak Fatalities 1996-2002 (Springfield, Virginia: American Canoe Association (ACA), 2004).

2 Jim Emmons, History of WSF’s Engagement with Paddlesports Manufacturers…and Retailers. Summary 2018.

3 Pam Dillion, Embracing Paddlesports. Small Craft Advisory May-June 2014.

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Appendix E: PADDLE_2019-4 Alternative Funding Sources for State Paddling Programs Final Report

15 | Page Final Report August 29, 2019

Appendix F: PADDLE_2019-5 Manufacturer Outreach An Open Letter to Executives of North American Paddlesports Retail Companies

16 | Page Final Report August 29, 2019