Market Profile 2013 Appalachian Trail Conservancy

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Ralph Walsh
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1 Market Profile 2013 Appalachian Trail Conservancy

) is one of the longest continuously marked hiking footpaths in the world, measuring roughly 2,180 miles

Completed in 1937, the Trail goes through fourteen states along the crests and valleys of the

System An estimated 2 to 3 million visitors walk a portion of the A.T.

2 About the Appalachian Trail The Appalachian Trail (A.T.) is one of the longest continuously marked hiking footpaths in the world, measuring roughly 2,180 miles in length. Completed in 1937, the Trail goes through fourteen states along the crests and valleys of the Appalachian mountain range from the southern terminus at Springer Mountain, Georgia, to the Trail s northern terminus at Katahdin, Maine. Roughly 2,180 miles long Passes through 14 states, from Maine to Georgia A unit of the National Park System An estimated 2 to 3 million visitors walk a portion of the A.T. each year Over 120 million people are within an hour drive to the Trail. About 1,800-2,000 people attempt to thruhike the Trail each year 1 out of 4 who attempt a thru-hike will complete the entire journey The total elevation gain of hiking the entire A.T. is equivalent to climbing Mt. Everest 16 times About the Appalachian Trail Conservancy The Appalachian Trail Conservancy (ATC) is a volunteer-based organization dedicated to the preservation and management of the A.T. Our mission is to preserve and manage the Appalachian Trail ensuring that its vast natural beauty and priceless cultural heritage can be shared and enjoyed today, tomorrow, and for centuries to come.

Membership 03 The ATC has over 43,000 members from all 50 U.S.

These individuals are active, enjoy the outdoors, and are eco-friendly.

backpacking. They are adventurous and enjoy a challenge.

76% male, 24% female Median income level: $100,000 - $124,000 College

3 Membership 03 The ATC has over 43,000 members from all 50 U.S. states and more than 15 other countries. These individuals are active, enjoy the outdoors, and are eco-friendly. They enjoy recreational activities such as hiking, camping and backpacking. They are adventurous and enjoy a challenge. They also see value in the protection and maintenance of the Appalachian Trail and it s surrounding community. Demographics Membership: Over 43,000 members Average age: Gender: 76% male, 24% female Median income level: $100,000 - $124,000 College educated: 54% Average family size: out of 6 ATC members volunteer their time to help maintain and protect the A.T. ATC Members

Volunteers The ATC works with 31 Trail maintaining clubs to manage the A.T. Over 6,000 volunteers contribute more than 220,000 hours each year keeping the A.

They are also dedicated to the continued protection of the Trail and work hard to see that it continues to be

4 Volunteers The ATC works with 31 Trail maintaining clubs to manage the A.T. Over 6,000 volunteers contribute more than 220,000 hours each year keeping the A.T. available for all to use. These individuals are active, passionate, and hard working. They are also dedicated to the continued protection of the Trail and work hard to see that it continues to be available for generations to come. Volunteers: Over 6, yearly hours: 239,000

Returning visitors: 32% Visit website through mobile device: 20% Top referring US states: Pennsylvania,

countries: United States, Canada, Russia, Germany, United Kingdom, Ukraine, Australia, Switzerland, Netherlands,

Store Total orders per year: 14,800 including online, outfitters, and other store sales Web www.atctrailstore.

on major social networks: Facebook, Twitter, Google+, Flickr, and Youtube.

5 Website 05 Unique visitors: 125,000/month Pageviews: 403,000/month Average time on site: 00:03:40 New visitors: 68% Returning visitors: 32% Visit website through mobile device: 20% Top referring US states: Pennsylvania, Virginia, North Carolina, New York, Georgia, Florida, Maryland, California, Texas, and Ohio Top 10 referring countries: United States, Canada, Russia, Germany, United Kingdom, Ukraine, Australia, Switzerland, Netherlands, and Spain Ultimate A.T. Store Total orders per year: 14,800 including online, outfitters, and other store sales Web Unique visitors: 12,000/month Pageviews: 145,000/month Average time on site: 00:03:57 Social Media Presence on major social networks: Facebook, Twitter, Google+, Flickr, and Youtube. Followers: Over 59,000 Friends of followers: Over 15,000,000 Average age: Gender: 56% male, 44% female Top referring US cities: Atlanta, GA; Asheville, NC; Knoxville, TN; Charlotte, NC; Washington, DC; New York, NY; Baltimore, MD Top referring countries: United States, Germany, Canada, United Kingdom, Puerto Rico, Italy, and Australia

Community Partners The ATC community engagement program, called Appalachian Trail Community, is designed to recognize communities that promote

A.T. Community Partners: Abingdon, VA Blairsville/Union County, GA Bland, VA Boiling Springs, PA Buena Vista, VA Dahlonega, GA Damascus, TN

Ferry/Bolivar, WV Harrisonburg, VA Helen/White County, GA Hiawassee/Towns County, GA Hot Springs, NC Luray/Page County, VA Monson, ME Nelson

6 Community Partners The ATC community engagement program, called Appalachian Trail Community, is designed to recognize communities that promote and protect the Appalachian Trail. Towns, counties, and communities along the A.T. s corridor are considered assets by A.T. hikers and many of these towns act as good friends and neighbors to the Trail. A.T. Community Partners: Abingdon, VA Blairsville/Union County, GA Bland, VA Boiling Springs, PA Buena Vista, VA Dahlonega, GA Damascus, TN Duncannon, PA Ellijay/Gilmer County, GA Franklin, NC Front Royal/Warren County, VA Glasgow, VA Great Barrington, MA Hanover, NH Harpers Ferry/Bolivar, WV Harrisonburg, VA Helen/White County, GA Hiawassee/Towns County, GA Hot Springs, NC Luray/Page County, VA Monson, ME Nelson County, VA Norwich, VT Pearisburg, VA Rangeley, ME Troutville, VA Unicoi County, TN Warwick, NY Waynesboro, VA

07 Readership A.T. Journeys is the official magazine of the A.T. and the membership magazine of the ATC.

It is published six times a year, distributed to over 50,000 readers and is offered both in print & electronic version.

The Mountain Lake Conservancy, Pembroke, VA Kellogg Conservation Center, Great Barrington, MA US Fish and Wildlife Service Training Center, Shepherdstown, WV Visitor Centers Harpers Ferry, West

7 07 Readership A.T. Journeys is the official magazine of the A.T. and the membership magazine of the ATC. The magazine provides equal representation of hikers, outdoor enthusiasts, the environment, the community and education in connection with the A.T. and the ATC. It is published six times a year, distributed to over 50,000 readers and is offered both in print & electronic version. Distribution Locations: Membership 93% ATC Offices (Harpers Ferry, WV; Asheville, NC; Boiling Springs, PA; Blacksburg, VA) - 4% Retail Outlet Stores/Libraries - 2% Conservation/Training Centers - 1% The Mountain Lake Conservancy, Pembroke, VA Kellogg Conservation Center, Great Barrington, MA US Fish and Wildlife Service Training Center, Shepherdstown, WV Visitor Centers Harpers Ferry, West Virginia Located about 0.25 mile off the A.T. in historic Harpers Ferry, West Virginia, in the same building as the ATC Headquarters, the Harpers Ferry visitor center is a great place where people learn about the A.T. and the ATC. It s also a starting point for some terrific day-hikes and serves as the psychological halfway point for many thru-hikers. Yearly visitors: Over 20,000 Boiling Springs, Pennsylvania Located both on the A.T. and overlooking Children s Lake in picturesque Boiling Springs, Pennsylvania, this visitor center shares space with the ATC Mid-Atlantic Regional Office. This center serves as an information hub for hikers and Trail visitors. Yearly visitors: Over 4,500

8 799 Washington Street, PO Box 807 Harpers Ferry, WV Phone: Fax:

Appalachian Trail Community

Harpers Ferry, West Virginia Appalachian Trail Community A Designation Program of the Appalachian Trail Conservancy The Appalachian Trail Conservancy (ATC) mission is to preserve and manage the Appalachian