How Active are Wisconsin's Residents?

More than two-thirds of all Americans participate in at least one outdoor activity each year. That means more than 149 million people are pursuing outdoor recreational activities. In their 2003 publication, "Outdoor Recreation Participation and Spending,"¹ the Outdoor Industry Foundation (OIA) monitored 21 human-powered outdoor recreational activities including hiking, biking, camping, and canoeing among others. The report details the percentage of individuals who participate in these activities by state and region as well as the annual expenditure data on athletic/outdoor merchandise.

So, where does Wisconsin rank compared to other states? How about 19th? In addition to being great consumers of cheese and beer, Wisconsin residents are fairly active and depending on the type of activity, 69.5% of Wisconsin residents participated in some type of human-powered outdoor recreational activity.

Department of Natural Resources (DNR) produces its own report in order to stay on top of recreational trends and assess the needs and resources of outdoor recreation. The Statewide Comprehensive Outdoor Recreation Plan (SCORP) provides a research base for all providers of outdoor recreation. In 1962 when the first Wisconsin Outdoor Recreation Plan was written, the report focused on 12 recreational activities; for the 2000-2005 SCORP, DNR staff researched and analyzed 60 outdoor activities. The DNR report attempts to break down the activities by participation rates to forecast trends in outdoor recreation. Here are some of the DNR findings:

Tier I Activities (participation rates between 50 and 90 percent) are traditional activities requiring no training or special equipment, can be enjoyed by all age groups, and can be done either alone or with family and friends. These activities include walking for pleasure, driving for pleasure, swimming, wildlife viewing and picnicking.

Tier II Activities (participation rates between 30 and 50 percent) are still considered traditional activities, however, some of these activities may require special equipment or travel away from home. These activities include bicycling, hiking, fishing, nature study or bird watching, motor boating and nature photography.

Tier III Activities (participation rates up to 30 percent) include many activities that require specialized equipment or skills while others require specialized recreation facilities such as miniature golf, downhill skiing and ice hockey, or include team sports that require the involvement of other people as well as a higher level of organization. Some of the Tier III Activities include golfing, camping with a tent, hunting, mountain biking, ice-skating, canoeing, miniature golf, basketball and snowmobiling.

For a more detailed explanation of the three Tiers, go to the DNR SCORP project summary available online or contact Jeff Prey at 608/266-2182. 

In forecasting the demand for outdoor recreation in Wisconsin, many factors need to be monitored including the demographics and economics of these enthusiasts. Regardless of age, outdoor recreation contributes to a person's overall well being, self-esteem and health. Economically, Wisconsin as a whole benefits from outdoor recreation enthusiasts. Industries and communities that cater to these enthusiasts need to keep abreast of the demographics of their customers.

In a recent article for Second50years.com, an e-newsletter geared to reaching the baby boomers and seniors market, editor Joanne O'Connell developed six easy steps to understanding your mature retail customers. While O'Connell had mature customers in mind for this article, they can apply to any customer, regardless of age, interests or demographics. Using these six steps can help you understand the outdoor recreation enthusiast that you hope to reach with your marketing message.

1. Lots of little studies, instead of a few big ones 

Think of mini-studies instead of undertaking a large research project. She suggests using a local marketing research firm to conduct an onsite survey or using geo-coded consumer marketing data. Both can help you pinpoint the demographics and other characteristics of your clientele.

2. Document Your Findings

Resist the temptation to rely on just intuition. Document the findings of your research. By learning to track you will eventually be able to see the effects of promotions, changes in your visitor characteristics or competition.

3. Use your staff 

Begin the mini-studies with your staff - your front-line customers who meet and greet your customers. Monthly, give your staff a new question to ask your visitors and keep track of it. Use the "kiss" (keep it simple) principle or your visitor's won't buy into it. For example, one month ask where the customers live; the next month, their gender and who they were traveling with; the next month what newspaper do they read, etc. Compile these facts in a format that is easy for you to use and refer to.

4. Fine-tune the demographics 

Where your visitor resides relates to other demographics. Think about engaging your customer in a weekly or monthly drawing. Consider free tickets or a gift certificate from your establishment or partner with an area business (restaurant, flower shop, etc.) and do a joint promotion. It can be something small. All the information that is really necessary is their address and zip code. Keep the zip codes in an Excel spreadsheet and track them over time. Using the United States Postal Service Address Quality website key in their zip code and it will tell you the communities that are associated with it. Then using secondary data from the US Census Bureau, you can look at the average household income, number of people living in the household, average age, and so forth.

5. Talk to your customers 

How are you going to find out about the likes/dislikes of your customer unless you talk to them? O'Connell's article describes the idea of generating a program of customer feedback or focus groups. Provide them with a quality meal and pick one or two topics of interest and ask them for the straight goods - no holding back. Over time, make sure you cover your product line, customer service, media preferences, and any other subject you want to track.

6. Don't ever think of stopping 

Change is constant in today's world and which means change in your customer database. Keep track of your customer and they'll continue to be your customer.

To obtain more information on this and other marketing research, contact Sue Hamilton at 608/266-6792.

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¹Results based on a total of 7,000 interviews conducted during 2001 and the first six months of 2002. Data collection was done using scientific sampling and random digit dial methodology. Only Americans 16 or over are interviewed. The merchandise expenditure data are based on the estimate amount consumers spent on outdoor products. The activity results reflect where each resident lives - not necessarily where each activity occurred. The report was made possible by the Business for Wilderness Program (B4W).