NATURE-BASED OUTDOOR RECREATION

NATURE-BASED OUTDOOR RECREATION Wild Rivers Coast December 4, 2013

DATA & TRENDS

Outdoor Recreation Product Image Oregon has a strong outdoor recreation story to tell Source: 2006 Longwoods Overnight Visitor Profile

Oregon Coast Visitor Study, 2011, Longwoods Inernational

by the Outdoor Industry Association

In 2011 Despite the uncertainty, more than 140 million Americans make outdoor recreation a priority in their daily lives, proving it with their wallets by putting $646 billion of their hard-earned dollars right back into the economy. Even better, this spending directly results in highly sought-after jobs for 6.1 million Americans. The Outdoor Recreation Economy Report, Outdoor Industry Association, 2012

NATIONAL REC ECONOMY $646 Over ¾ of Americans participate in active outdoor recreation each year $646 Billion The Active Outdoor Recreation Economy Report, Outdoor Industry Foundation, 2006 (2012)

$80 billion national state, and local tax revenues each year Cities and towns across the country are tapping into the business of outdoor recreation and with good reason. They recognize that outdoor recreation and open spaces are key ingredients to healthy communities, contribute to a high quality of life, and most importantly, attract and sustain businesses and families. The Outdoor Recreation Economy Report, Outdoor Industry Association, 2012

Today s Outdoor Lovers Aren t confined to traditional demographics or activity segments. They seek meaningful outdoor experiences in their backyards and in the backcountry. They are all genders, ages, shapes, sizes, ethnicities and income levels. They live throughout America, and they view outdoor recreation as an essential part of their daily lives. They fill their garages with bicycles, dirt bikes, backpacks, boats, skis, tents, hunting rifles and fishing gear. This is redefining the outdoor industry, an evolution that is evident in the growth of sales and jobs since 2006. The Outdoor Recreation Economy Report, Outdoor Industry Association, 2012

TOP OUTDOOR REC ACTIVITIES BY PARTICIPATION RATE Running, jogging & trail running 51.5 million Freshwater, saltwater & fly fishing 46.2 million Road biking, mt biking & BMX 43 million Car, backyard & RV camping 42.5 million Hiking 34.5 million 0 10 20 30 40 50 60 Source: Outdoor Recreation Participation Report, Outdoor Industry Foundation, 2012

OUTDOOR REC ACTIVITIES BY FREQUENCY OF PARTICIPATION Running, jogging & trail running Road biking, mt biking & BMX Birdwatching Freshwater, saltwater & fly fishing Hiking 0 10 20 30 40 50 60 70 80 90 # of average outings / year Source: Outdoor Recreation Participation Report, Outdoor Industry Foundation, 2012

OUTDOOR REC ACTIVITIES BY PARTICIPATION RATE Bicycling (road/paved) Hiking Camping (non-rv) Golf Wildlife viewing Hunting (all) Birdwatching Fishing - fly 0.0 5.0 10.0 15.0 20.0 25.0 30.0 35.0 40.0 45.0 Millions of people (Americans) Source: Outdoor Recreation Participation Report, Outdoor Industry Foundation, 2012

OUTDOOR REC ACTIVITIES BY PARTICIPATION RATE Canoeing Backpacking Bicycling (mountain, non-paved) Fishing - freshwater Climbing (sport/traditional/ice) Trailrunning Rafting (whitewater) Kayaking (whitewater) Stand up paddling 0.0 2.0 4.0 6.0 8.0 10.0 12.0 Millions of people (Americans) Source: Outdoor Recreation Participation Report, Outdoor Industry Foundation, 2012

TOP 5 BIGGEST % INCREASES IN OUTDOOR ACTIVITIES Over the past year Over the past 3 years Recreational kayaking (27%) Freestyle skiing (59%) Bow hunting (19%) Downhill skiing (49%) Freestyle skiing (18%) Snowshoeing (41%) Stand up paddling (18%) Recreational kayaking (32%) Downhill telemarking (15%) Traditional/road triathlon (28%) Source: Outdoor Recreation Participation Report, Outdoor Industry Foundation, 2012

WHAT MOTIVATES AMERICANS TO GET OUTSIDE? Top 5 Primary Motivators Get exercise Be with family / friends Get away from the usual demands Keep physically fit Be close to nature Source: Outdoor Recreation Participation Report, Outdoor Industry Foundation, 2012

OREGONIAN S ACTIVE OUTDOOR REC PARTICIPATION

Statewide Comprehensive Outdoor Recreation Plan, 2013-2017

REGIONAL TARGET MARKETS Hikers / trail users / backcountry enthusiasts River/ocean enthusiasts: anglers, kayakers Birders hard core and recreational Road cyclists Windsurfers & kiteboarders

EMERGING OPPORTUNITIES Outdoor recreation events, retreats & educational programs Stand Up Paddle boarding (SUP) Gravel road riding, fat tire biking, mountain biking

HIKING / TRAILS

TRAIL RELATED RECREATION 55.8 million participants (2006) 26% of the U.S. population is participating $30.2 BILLION in trip related sales 715, 661 jobs supported The Active Outdoor Recreation Economy Report, Outdoor Industry Foundation, 2006

Ochoco National Forest Recreation Use (2008) Highest % of Participation Day hiking / walking Viewing wildlife Viewing natural features Relaxing Driving for pleasure Most often cited as PRIMARY activity Hunting Day hiking / walking Snowmobiling Viewing natural features Developed camping Source: National Forest Service

FISHING

WILDLIFE WATCHING

Fishing, Hunting, Wildlife Viewing, and Shellfishing in Oregon 2008 Trip Characteristics and Expenditure Estimates Photo Credit: ODFW

Fish & Wildlife Recreation Expenditures Local Recreation Expenditures 5.9% Trav el-generated Expenditures 34.5% Equipment Expenditures 59.6% Total: $2.5 billion

Total Participants by Activity 2,000,000 1,700,000 1,500,000 Participants 1,000,000 631,000 500,000 175,000 282,000 Shellfish Hunting Fishing Wildlife Viewing

Travel-Generated Expenditures by Activity Wildlife Viewing $462.1 M Fishing $264.6 M Shellfish $31.0 M Hunting $104.5 M Travel-Generated Expenditures: $862,188,000 Note: Wildlife viewing includes expenditures only on trips where wildlife viewing was a planned activity.

Travel-Generated Expenditures by Region North Coast Central Coast Central Eastern Southern Willamette Valley Portland Metro/Columbia South Coast Mt. Hood/Gorge Wildlife Fishing Hunting Shellfish $0 $50 $100 $150 Millions

Travel-Generated Expenditures Top 10 Oregon Counties Lincoln Clatsop Deschutes Tillamook Lane Multnomah Douglas Coos Clackamas Jackson Fishing Wildlife Hunting Shellfish $200 $400 $600 $800 $100 Millions

Oregon Counties Lincoln Tillamook Columbia Sherman Multnomah Yamhill Yamhill Yamhill Yamhill Yamhill Yamhill Yamhill Yamhill Yamhill Washington Washington Washington Washington Washington Washington Washington Washington Washington Marion Marion Marion Marion Marion Marion Marion Marion Marion Deschutes Deschutes Deschutes Deschutes Deschutes Deschutes Deschutes Deschutes Deschutes Union Union Union Union Union Union Union Union Union Clatsop Clatsop Clatsop Clatsop Clatsop Clatsop Clatsop Clatsop Clatsop Hood Hood Hood Hood Hood Hood Hood Hood Hood River River River River River River River River River Umatilla Umatilla Umatilla Umatilla Umatilla Umatilla Umatilla Umatilla Umatilla Gilliam Gilliam Gilliam Gilliam Gilliam Gilliam Gilliam Gilliam Gilliam Wasco Wasco Wasco Wasco Wasco Wasco Wasco Wasco Wasco Lane Lane Lane Lane Lane Lane Lane Lane Lane Curry Curry Curry Curry Curry Curry Curry Curry Curry Douglas Douglas Douglas Douglas Douglas Douglas Douglas Douglas Douglas Klamath Klamath Klamath Klamath Klamath Klamath Klamath Klamath Klamath Jefferson Jefferson Jefferson Jefferson Jefferson Jefferson Jefferson Jefferson Jefferson Wallowa Wallowa Wallowa Wallowa Wallowa Wallowa Wallowa Wallowa Wallowa Josephine Josephine Josephine Josephine Josephine Josephine Josephine Josephine Josephine Benton Benton Benton Benton Benton Benton Benton Benton Benton Clackamas Clackamas Clackamas Clackamas Clackamas Clackamas Clackamas Clackamas Clackamas Coos Coos Coos Coos Coos Coos Coos Coos Coos Crook Crook Crook Crook Crook Crook Crook Crook Crook Grant Grant Grant Grant Grant Grant Grant Grant Grant Harney Harney Harney Harney Harney Harney Harney Harney Harney Jackson Jackson Jackson Jackson Jackson Jackson Jackson Jackson Jackson Lake Lake Lake Lake Lake Lake Lake Lake Lake Linn Linn Linn Linn Linn Linn Linn Linn Linn Malheur Malheur Malheur Malheur Malheur Malheur Malheur Malheur Malheur Morrow Morrow Morrow Morrow Morrow Morrow Morrow Morrow Morrow Polk Polk Polk Polk Polk Polk Polk Polk Polk Wheeler Wheeler Wheeler Wheeler Wheeler Wheeler Wheeler Wheeler Wheeler Baker Baker Baker Baker Baker Baker Baker Baker Baker

Type of Accommodation Oregon Residents Hotel, Motel, Cabin Campground, Camping Friends, Relatives Second Home Hunting Fishing Wildlife Shellfish 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Percent of trips

Fishing, Hunting, Shellfish and Wildlife Viewing Travel Companions Just Myself Immediate Family Multiple Families Adult Friends Other Wildlife Hunting Fishing Shellfish 0% 10% 20% 30% 40% 50% 60% Percent of Trips

More information http://industry.traveloregon.com

PADDLESPORTS

PADDLESPORTS: RAFTING 1.3 percent of Americans participated in rafting in 2011 43 percent of rafters make only one outing per year and 74 percent make three outings per year or less. Overall participation in rafting remains relatively steady and is even increasing among adults ages 25 to 44. However participation has declined among youth ages 6 to 17 over the past two years - following a nationwide trend among youth seen in other outdoor activities. A Special Report on Paddlesports, Outdoor Industry Association, 2009

PADDLESPORTS: KAYAKING Kayaking has enjoyed steady growth since 2006, climbing to 4.1 percent of Americans in 2011 Recreational kayaking is the most popular type of kayaking followed - by a significant margin - by sea/tour kayaking and whitewater kayaking About 50% of kayakers get out 1 to 3 times per year. Most kayakers live in states bordering the Atlantic and Pacific Ocean - the Middle Atlantic, South Atlantic and Pacific regions A Special Report on Paddlesports, Outdoor Industry Association, 2009

PADDLESPORTS: CANOEING Canoeing is the most popular type of paddling 3.4 percent of Americans participated in canoeing in 2011 Canoeing participants make an average of 7 outings per year Despite the activities greater popularity, canoers make fewer annual outings than kayakers - 77.4 million compared to 69.5 million Geographically, most canoers are located in the East North Central and South Atlantic regions of the US A Special Report on Paddlesports, Outdoor Industry Association, 2009

CYCLING www.worldbiking.info

CYCLISTS - NATIONALLY 43 MILLION adult bicyclists 2.4 BILLION outings Source: Outdoor Recreation Participation Report, Outdoor Industry Foundation, 2012

How many visitors ride? 31% of all leisure visitors to Oregon rode a bike at some point during their stay often times as a part of another recreational activity. 2012 TravelHorizons Study, Oregon

What do they spend? Travelers in Oregon who participated in a planned bike-related activity while on the trip made travel expenditures of approximately... $400 million in 2012 (approximately $1.2 million per day) 2012 Oregon Bicycle Travel Study

What do they spend? Travelers who participated in bicycle-related activities spent... $175 million on accommodation & food services $54 million on groceries $72 million on motor fuel $32 million on event fees $28 million on bicycle repairs, clothing & gear 2012 Oregon Bicycle Travel Study

Overnight Spending Overnight spending = 3 x the impact Overnight Trips $310 Million 78% Day Trips $90 Million 22% 2012 Oregon Bicycle Travel Study

Sketch by Russ Roca, The Path Less Pedaled, www.pathlesspedaled.com

EMERGING OPPORTUNITIES Outdoor recreation events Retreats / educational programs Stand Up Paddle boarding (SUP) Fat tire biking & gravel road riding

RETREATS / EVENTS

For the Love of Mushrooms! Oakridge, Oregon

Over the Top Ride

Fishtrap: Wallowa County

Signal Fire provides opportunities for artists of all disciplines to engage in the natural world.

STAND UP PADDLE BOARDING (SUP)

STAND UP PADDLE BOARDING (SUP) As an emerging trend, 2010 was the first year the SIMA Retail Distribution Study has tracked the sales of SUPs. SUPs accounted for 9% of total surfboard sales generating $14.5 million. The average SUP cost $1,105 making it the highest costing product in the study. Surf Industry Manufacturers Association, 2011

OFF-ROAD BIKING: GRAVEL, FAT TIRE, MOUNTAIN BIKING

Who are they: Mt. Bike Day Riders 78% are men 68% are 35-54 9% are 55-64 79% have a Bachelors or Masters degree 64% have household income above $75k 10% have household income above $200k

Presented By: Kristin Dahl Director, Destination Development Travel Oregon