Maine Policy Scholarship Memorandum 2014

Transcription

1 Maine Policy Scholarship Memorandum 2014 To: Will Harris, Tom Morrison, Matt LaRoche From: Kale O Leary: UMFK Policy Scholar 14 / A.W.W. Assistant Ranger Date: April 4, 2014 Topic: Increasing Use on the Allagash Wilderness Waterway Background: Since its designation by the Maine legislature in 1966 the Allagash Wilderness Waterway has provided 92 miles of lakes, ponds and river access that has captivated outdoor enthusiasts from all across the world. Its accolades and reviews have been stellar, and remains one of the most well-known recreational canoe areas in the lower-48. Beginning at the foothills of Katahdin and winding through the working commercial forests of northern Maine, the Allagash has had a long, tumultuous history, with differing views on how it should be managed. Managing and providing opportunities for recreation, coupled with local views on management along with land holding companies, poses unique challenges for those who manage the Waterway. Crunching the Numbers : One thing is certain regarding the Allagash Waterway. Use has dramatically, and steadily dropped off since recording began. In 1995, camping nights on the Waterway stood just below 33,000 nights. In 2010 there was less than 19,000 and each year since 2010 a steady decrease of 1% has occured. (Daigle 2003) Other factors like visitor satisfaction and overall experience remains very high, so other factors are leading to this decline. Another factor which we must be mindful of before attracting more users is: what is the carrying capacity of the Waterway and are we over the capacity? The answer is no, there is room for more users each year. The Daigle survey along with the O Leary survey have shown that overall, users reported campsites were generally mostly open, and running into other parties was rare. Also impact on campsites, an important factor, was minimal. Before starting this project I envisioned, from research and talking with A.W.W. rangers and managers that a 20-25% increase in current use is feasible without degrading the current natural character of the wilderness. Like any good management plan you must

2 set forth a goal. My target goal in the coming years would be to increase use to around 23,000-24,000 camping nights annually. Other State parks in Maine have experienced steady increases in day use numbers. Overall, State Parks have seen better than 7 % increase in use over the last 10 years. This indicates that vacationers are still coming to Maine, but are looking for more accessible sights, with the opportunity to take shorter trips. Tough economic times are, in my opinion the main culprit behind this trend. This being said the Waterway can stay ahead of the curve by advertising it s shorter trips, instead of the full 92 miles, 10 day journey. Reasons for the Decline: 1.) Loss of local and public trust in management policies. - Many locals who have used the Waterway, long before its designation, have been alienated by policy choices. - Closing of access roads, ease of access to historical sights, closing of boat launches to local fishing holes. - Less one day, hiking access to sites overall. 2.) 2014 O Leary Survey Findings ( Surveyed 50 A.W.W. users from this past year.) (See survey) - Passionate, repeat users with unwavering support of complete wilderness ideals. - Inadequate findings because it did not survey, on-the-fence, potential first time users. - Less grass mowing, more wilderness feel may not be trend to follow for numbers to increase. - Found that 75% of current users have heard of the A.W.W. from friends or by word of mouth. 3.) Lack of direct and meaningful marketing for target users, and potential first time users. - Lack of easy to use, collected information that makes access easy for first time users. - Poor website. - No direct, specialized advertising for vital target groups. - 61% of users reported hearing about the Waterway by word of mouth. (Daigle 2003)

3 4.) Lack of adaptability to changing times. - Poor use of free, social media advertising. (Facebook and Instagram) - No advertising of shorter trips, which are more manageable for busy work schedules. - No internet or cell phone coverage. 5.) Severe declines in angler days. - Economic condition of the State. - Remote location to access waters. - Lack of advertising the fishing opportunities that still exist, more now than ever. The Path to Change: Issue: Local trust/ Angling declines Matt LaRoche has worked tirelessly in publishing his monthly articles in publications ranging from local newspapers to the Northwoods Sporting Journal and the Bangor Daily News. As part of this project, I too, have published several stories in a local publication in hopes of rekindling local interest in history and opportunities for sportsmen. Both mine and Matt s stories have received positive feedback and only time will tell if they will help in increasing use. More can be done regarding local day use. I would suggest free camping days in local papers in hopes of getting people back out to experience the Allagash. Offering a history seminar at the Michaud Farm or other historic sites may also help to increase interest and to help get information on the Waterway out there to the local public. Issue: Group Sizes and trip planning All too often, as a ranger, I see camp groups, boy scouts and other large groups all returning to the Waterway each summer at the same times. July and early August are the busiest times of the year, as these groups pile on the Waterway. This is very understandable from a weather standpoint, but can also lead to issues of overcrowding, low water and unenjoyable trips. Another factor, which has lead to a decline in these type of users returning each year, in large numbers is the 12 person, group limit in place.

4 I would propose to you slight modifications in the 12 person limit to a still manageable number of 16. This would make the trip to the Allagash more economically feasible for large camp groups who can share the cost of the trip and planning easier. A small increase in this number will lead to more large scout or camp groups being able to bring their entire group on the trip. I have talked to several users who reported not being able to bring their full scout or camp group because of this limit. Another policy I would implement would be a new system for booking dates ahead of time for these larger groups. Advertising the better water conditions and still favorable weather of late-may and June, will lead to a more elongated season of large groups. Instead of a shorter, busy season which may not be favorable for all of our users, especially 2 or 3 sized groups who travel with these larger groups. Going hand-in-hand with my next policy change, of aggressive, advertising towards out of state and in state scout and camp groups, this booking of dates can be part of our advertising campaign. Issue: Lack of advertising, marketing and adaptability One of the main issues I have found when conducting my research is the problem of marketing and getting the word out about the Allagash. The Daigle survey, along with my independent survey has found that word of mouth was the most common avenue used when finding out about the Waterway. This is troubling because potential users, looking for information on the A.W.W., cannot easily access it, therefore selecting different alternatives for their outdoor vacation. The A.W.W. website, quite frankly is an insufficient tool in broadcasting our information about how to start the trip, who to contact, where to start, and other vital information. The website is not managed properly and is not working. I would propose a revamping of the website, into a more user friendly site, with more information and tools that can be utilized to make access to the trip as seamless, and easy as possible. Identifying key, target users is also something the current A.W.W. management plan does not do. Identifying who exactly uses the Waterway, and who our target group of users are, is important when laying out an advertising plan to attract users. A cultural shift needs to occur from simply relying on word of mouth and independent outdoor blogs, to aggressive, professional marketing to our potential users. We can be professional, much like a college recruiter, in going out and be aggressive in bringing in target users, either by mailing information pamphlets to in-state and out-of state groups or advertising online for other target users.

5 Social media outlets provide a widespread, free, marketing tool that we can harness to get our name out to the public. Facebook and Instagram are tools that are viewed by one of our biggest target groups, young adults, which we can use to attract and grow interest. Linking social media to a better, more user friendly website would no doubt increase use and buzz around what the A.W.W. can offer. Issue: Internet and cell phone coverage The possibility of growing our scope to a new, broader group of users, can open doors to being ahead of the curve in regards to internet or cell phone coverage. This topic may sound completely ridiculous when talking about a wilderness area. There are two types of wilderness management in America. One style is a completely hands off approach, no management, no recreation, designed to let nature take its natural course. The other is a managed formed of wilderness, designed to provide recreational opportunities to all users. The Allagash Wilderness Waterway would fall into the later category, meaning that the Waterway should be managed for the benefit of all its human users. The possibility of an Allagash Media Fund could be a real possibility, that would not alienate our current users, seeking a wilderness experience. The idea behind the media fund would be to charge a fee for using limited cell phone and internet coverage at selected hot spots at Ranger stations along the Waterway. Providing three, designated areas, would be a very unobtrusive way to allow people with busy work schedules and young people to experience the Waterway, when otherwise they would not. The funds collected from this fee could be put back into widening the scope of our marketing an online advertising. Issue: Balancing management with ideals of current users The A.W.W. has very passionate, lifelong users, who know how they want the Waterway to be managed. Everything from not cutting the grass to completely removing signage is a frequent debate and topic of concern. Without completely alienating these passionate users, we must find a way to attract new, perhaps first time users, to what the Allagash has to offer. This can be done a number of ways, that are less intrusive to our current users. Our numbers are steadily decreasing, despite positive reviews of service and experiences while using the Waterway. This is a strong indication that a different group of users needs to be attracted in order for the numbers to increase. Proposal: 50th Anniversary Celebration

6 The original bill, An Act Creating the Allagash Wilderness Waterway, was drafted in , and eventually passed on January 25th, of I would propose a 50th anniversary celebration on the Allagash Wilderness Waterway, beginning in Historical seminars, canoe races and free use days could be a great way to strike up some new interest in the Allagash Wilderness Waterway. Closing: As I stated earlier, the management of the Allagash Wilderness Waterway has long been a tough and slippery slope, with many interest groups and users having a stake in the management policies. I commend and applaud the tireless work you and others have put in to what makes the A.W.W. such an amazing natural wonder. With a more dynamic, exhaustive approach into who uses the Waterway and how we can attract more people to what we have to offer, the A.W.W. can succeed for many years to come. Thank you for the time you have taken to read this memo. Kale O Leary