Massachusetts became , joining 17 other states across the country that aim to galvanize and harness the collective power of outdoor businesses.

The new office, announced yesterday by Lt. Governor Karyn Polito at a ceremony at Wachusett Mountain ski area, is within the Executive Office of Energy and Environmental Affairs (EEA) and will work alongside state agencies, including the Department of Fish and Game, the Department of Conservation and Recreation, and the Massachusetts Office of Travel and Tourism, to enhance outdoor recreational opportunities throughout the state and support the associated economic, environmental, and quality of life benefits they bring.

What does this mean for outdoor recreationists in Massachusetts? 鈥淲hen a state like Massachusetts invests in outdoor businesses and opens an OREC office, it means new business recruitment and retention, resilient rural communities, equitable access to the outdoors, and increased public health and wellness, not to mention making states more competitive, period,鈥� said Chris Perkins, senior director at Outdoor Recreation Roundtable.

鈥淥utdoor recreation is a consistent economic driver for communities throughout the Commonwealth, creating jobs and supporting small businesses,鈥� said Lieutenant Governor Polito. 鈥淥ur world-class parks, beaches, and trails attract visitors from all across the world, and the creation of this office will promote collaboration between local communities, outdoor businesses, and the Commonwealth on expanding these opportunities even further.鈥�

According to a in Massachusetts accounted for $ 9.5 billion or 1.5% of GDP and 93,422 jobs or 2.6% of employment in the Commonwealth. This represents 24 percent growth over the previous year.

A director has not yet been hired, but the state has . The office will focus on the following efforts:

• Coordinating outdoor recreation policy;
• Identifying funding opportunities for programs and infrastructure;
• Enhancing public access and recreation infrastructure;
• Supporting the outdoor recreation economy;
• Advancing equity and access to outdoor recreation opportunities; and,
• Promoting Massachusetts as a great place to work, live, and enjoy outdoor recreation.

鈥淲ith as much participation and investment as there has been in outdoor recreation of late, and more people than ever moving to and working in places with great outdoor recreation opportunities, I predict that a number of states will be watching Massachusetts鈥� announcement today and asking themselves, 鈥渨hy can鈥檛 we be next?鈥� said Perkins.

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Add Maryland to the growing list of states with an office of outdoor recreation.

Last Friday, the state鈥檚 Republican governor, Larry Hogan, announced the creation of the office within the Maryland Department of Natural Resources (DNR). He also announced that J. Daryl Anthony will serve as its first executive director.

That makes 18 states with an office of outdoor recreation (OREC) following such recent additions as Nevada, New Mexico, Wisconsin, Michigan, Virginia, and New Hampshire鈥攁ll of which launched in 2019. Maryland did have an outdoor recreation task force before establishing an OREC office.

鈥淥ne of our state鈥檚 hallmarks is the stewardship of our lands and waters by the Marylanders who love them,鈥� Hogan said. 鈥淥ur sportsmen and women were among the first conservationists to support efforts to protect fish, wildlife, and their habitat. Today we are honoring this partnership for the outdoors while assuring that it continues to grow with the establishment of Maryland鈥檚 first Office of Outdoor Recreation.鈥�

The state said Anthony will work with DNR, the Maryland Department of Commerce, and other agencies and stakeholders to 鈥渟upport and enhance outdoor recreation opportunities and the economic benefits they produce.鈥� This includes implementation of the recommendations of the Maryland Outdoor Recreation Economic Commission (MOREC), which Hogan established by executive order in 2017.

Anthony has 35 years鈥� experience with DNR, most recently as assistant secretary for land resources. He joined DNR in 1983 as a park ranger at Patapsco Valley State Park in Howard County. Anthony also served as regional manager for the Maryland Park Service鈥檚 southern, central, and western regions until his assistant secretary appointment in 2015.

鈥淚 am honored and pleased to help lead the effort to enhance outdoor recreation in Maryland,鈥� said Anthony. 鈥淲ith the leadership of Gov. Hogan, Lt. Gov. Rutherford, Secretary Riccio, and Secretary Schulz, I believe this is an exciting time to build and grow upon Maryland鈥檚 world-class outdoor recreation capabilities.鈥�

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Infrastructure is a hot topic right now. Federal, state, and local elected leaders are considering budgets that contemplate how much financial attention our various forms of infrastructure require to maintain, improve, or expand. Fortunately, through our efforts in the outdoor, RV, and marine industries over the past decade, we have a voice in these discussions.聽聽聽

As a business leader in the outdoor industry, I have enjoyed being part of successful advancements in outdoor recreation approach and policy. In 2017, North Carolina became the fourth聽state in the U.S. to create an Office of Outdoor Industry, and the first among eastern states. During that time, I had the honor to be the chairperson of the newly created North Carolina Outdoor Recreation Coalition. Our first purpose was to help our state establish and guide the initial creation of this office.

Throughout the dialogue with our legislators and governor, I frequently shared this equation: public lands are to the outdoor industry as roads and bridges are to the automotive or transportation industry. We鈥檝e considered traditional infrastructure like highways, bridges, airports, and rail systems to be essential to our national economic wellbeing for centuries. It is important to understand that public lands like national parks, state parks, forests, rivers, and monuments carry the same level of essential economic importance to the outdoor industry. Where else can our customers use our products?聽

It makes sense on many levels鈥攅conomic, environmental, societal. The economic benefits are clear, the environmental benefits have been known to us for decades, and the societal impact is broad, especially in rural and remote communities. Physical, spiritual, and emotional wellbeing for all of our citizens is gained from quality access to our outdoor spaces. It is a non-partisan statement. As we in the outdoor industry are committed to increasing diversity in the enjoyment of our public lands, this investment in outdoor infrastructure is more important than ever.聽

As an industry, it is tremendously gratifying to see results from our collective work. The Great American Outdoors Act of 2020 provides up to $1.6 billion per year for five years to address maintenance backlogs in our national parks, forests, and on other public lands. The act also earmarked $900 million per year in perpetuity to be invested from the Land and Water Conservation Fund for new land conservation and recreational needs.聽

Interior Secretary Deb Haaland has embraced the challenge of deploying these funds immediately in 2021 with a plan to address over 150 deferred maintenance needs across all types of federal lands. Many states with recently established outdoor industry offices have announced robust budget commitments aimed at once-in-a-generation outdoor infrastructure projects. These forward-thinking state leaders are to be commended.聽

Many of us in the outdoor industry have a lot for which to be thankful. During the pandemic, the outdoor economy has been a bright spot, and we鈥檝e seen millions more people engage in outdoor recreation. There could not be a better opportunity than now to ensure that our outdoor infrastructure is given the priority that it deserves to best build upon and grow our national outdoor heritage. The strength of the outdoor industry economy has given us the opportunity and responsibility to use our voice to ensure that future generations have outdoor infrastructure to protect and enjoy.聽 Let鈥檚 all continue to remind our elected leaders how important this is.

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Since 2013, when Utah Governor Gary Herbert established the country鈥檚 first state office of outdoor recreation (OREC), 15 more have popped up across the country, accompanied by huge fanfare, and then鈥攕ilence. During the last year, the news cycle has been quiet on OREC accomplishments, prompting some to question their impact.

The reality? OREC offices are small鈥攗sually just one director or a couple of staffers. As such, their progress is slow. But over the last few years, some case studies have emerged that show just how powerful these offices can be, and what their role might look like after the pandemic ends.

A Voice for the Industry

鈥淚t鈥檚 hard to underestimate what these offices have done for giving outdoor enthusiasts, as well as the industry, a voice,鈥� said Jason Bertolacci, a Colorado-based public affairs and nonprofit consultant who has worked alongside his state鈥檚 OREC office.

That鈥檚 because for many offices, the first line of action is listening to the unique needs of outdoor industry constituents in their states. When Axie Navas became New Mexico鈥檚 first OREC director in 2019, she drove 3,500 miles around the state over three months, talking to business owners, local governments, and nonprofits to determine how her office could better serve and help grow the state鈥檚 200-plus outdoor companies, including manufacturers, retailers, and outfitters.

One of the main lessons Navas took from her conversations? 鈥淭he potential for outdoor recreation to diversify New Mexico鈥檚 economy is pretty unique,鈥� she said. To that end, she helped create an incubator grant fund. In 2019, among other grants, the fund provided $50,000 to a new business program at San Juan College in Farmington. The money helped launch a boot camp for outdoor industry startups that drew 54 attendees, as well as an ongoing course for eight local outdoors-focused entrepreneurs, which includes access to the college鈥檚 new maker space for prototype experimentation. According to Melissa Porch, a grant program coordinator at San Juan, the OREC support has been instrumental in teaching participants new ways to market and grow their businesses.

Grant-giving also lets ORECs support communities in individualized ways. 鈥淣o specific policy lever can anticipate the exact needs of a local community, so why not put the power in locals鈥� hands to tell us what they want, and give them the cash to achieve it?鈥� said Drew Simmons, chair of the board of directors for the Vermont Outdoor Business Alliance.

In its 2019 annual funding round, the Vermont OREC distributed $100,000 to two communities to boost outdoor recreation opportunities. One of them, Randolph, was able to add eight miles of singletrack, complete a new trail-information hub in a renovated building downtown, and launch a high school mountain bike team. 鈥淭here鈥檚 a community vibrancy to what we鈥檙e doing,鈥� said Zac Freeman, co-founder and trail builder for the nonprofit Rochester/Randolph Area Sports Trail Alliance. 鈥淚t鈥檚 given the town a nice little boost of recreational energy.鈥� Would the improvements have taken place if not for the OREC grant? Probably, he says, but the process would have taken at least two years longer and required even more volunteer labor.

The Power to Organize

Some ORECs initiate action through annual summits. One example: North Carolina鈥檚 annual Outdoor Economy Conference, hosted by Growing Outdoors Partnership, a nonprofit that works closely with the state鈥檚 recreation office. When a team from Wilkes County attended the first conference in 2018, they left inspired to boost their own fledgling outdoor economy, according to Wilkesboro Town Manager Ken Noland. 鈥淚 realized we have a lot of these assets,鈥� he said, referring to a growing mountain bike trail network and nearby public lands. 鈥淲e just need to brand ourselves better.鈥� Since then, the town has continued to develop trails and parks鈥攖o benefit the quality of life and health of locals as much as to draw visitors, says LeeAnn Nixon, director of the Wilkes Economic Development Corporation. Wilkesboro has also formalized a plan to recruit outdoor businesses and improve marketing efforts.

Organizational power takes other forms, too. Colorado鈥檚 OREC was able to commission a first-of-its-kind study that frames the benefits of outdoor recreation within the context of health care, says Director Nathan Fey. Last year, the office used the study to launch the Get Outdoors Employer Toolkit in conjunction with the Colorado School of Public Health. The tool kit includes a business self-assessment and recommendations for employers to use the outdoors to improve workplace well-being. More than 50 businesses participated in that first year.

Inspiring the Next Generation

One of the biggest challenges OREC offices face is instilling a lasting interest in the outdoors鈥攅specially among kids and underserved populations.

In that sense, New Mexico鈥檚 Outdoor Equity Fund has 鈥渞eally hit it out of the ballpark,鈥� said Stewart Lewis, advocacy coordinator for the Outdoor Industry Association. The OREC鈥檚 founding legislation mandated a fund for underserved youth. Already, grants have helped almost 3,000 kids try everything from a day of fly-fishing to a five-week backpacking course. Last August, Gallup-based nonprofit Silver Stallion Bicycle and Coffee Works received $10,000 from the fund. They used it to create a mobile service that provides free bike repairs for kids in the adjacent Navajo Nation. 鈥淸The area is] bigger than all of New England, and there鈥檚 not one bike shop there,鈥� said Silver Stallion Director and former pro cyclist Scott Nydam. Last fall, a team of paid mechanics, many from the Navajo Nation, fixed 428 bikes.

Where ORECs Fall Short

At least for now, ORECs have not delivered any large-scale conservation wins. Simply put, 鈥渢hese things take time,鈥� said Oregon鈥檚 OREC director Cailin O鈥橞rien-Feeney, who had to put his own office鈥檚 strategic work on hold to address the aftermath of the state鈥檚 worst fire season on record.

In fact, we probably won鈥檛 see much new public land attributed to ORECs. What鈥檚 more likely: focused efforts on land use. For example, Colorado鈥檚 office recently helped the town of Trinidad plan for the new Fishers Peak State Park by helping set up an analysis of statewide recreation trends. Matt Moorehead of The Nature Conservancy also credits the OREC with the fact that recreational and environmental interests ultimately got equal say while designing the park strategy鈥攁 big deal for inclusive land-use planning.

The other area seeing slow progress is the expansion of ORECs to all 50 states, the ultimate dream for widespread out- door industry representation. Some states are working on it, but aligning budgets and legislative priorities, and achieving buy-in from other state agencies, is slow, especially during a pandemic. OIA鈥檚 Lewis said, 鈥淚 think 2021 is going to be a pause year.鈥�

And while existing ORECs have the potential to be a powerful national voice for the outdoors, they haven鈥檛 taken much unified action thus far. One possible avenue for future collaboration: the Outdoor Learning Network, launched in summer 2019 by the National Governors Association. Through biannual meetings, the network allows OREC directors and states considering offices to exchange ideas.

That kind of nationwide collaboration is critical to bringing the industry together on policy issues. Until then, ORECs will remain most effective at the state level鈥攁nd their full potential is anyone鈥檚 guess.

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Six months have passed since Carolann Ouellette was hired to lead Maine’s Office of Outdoor Recreation and based on the support from Governor Janet Mills and other in decision-making roles, it sounds like she’ll be around for much longer. Ouellette’s post and office will soon be housed in the Department of Economic and Community Development. Technically, the budget has not passed yet, but it’ll be a major surprise if it doesn’t.

Maine is the 13th state to establish this type of office, right behind New Mexico and Michigan. Word is that New Hampshire and California are working on offices of their own. Ouellette filled us in on what’s been happening in her neck of the woods.

Different state offices have different directives. What is Maine’s office charged with?

I鈥檒l focus on leveraging Maine鈥檚 assets and outdoor recreation heritage to grow the outdoor recreation economy, and also to help build Maine鈥檚 recreation brand. Maine鈥檚 got his strong brand in the outdoor recreation industry, but how do we continue to elevate that and work together with private and public sector partners? I鈥檓 focused on strengthening the economy, getting economic development entities and the leaders in those areas to consider outdoor recreation as a viable sector that鈥檚 a driver, and building relationships with our natural resource agency partners, universities and schools, nonprofits, businesses, and more. We鈥檙e still trying to get input from the industry for specific priorities so that ultimately I can build a strategic plan, set some goals.

Why now? How did it come together?

The office had been in discussion, I think, when I talked to Luis Benitez back in 2015 about the concept. But it was really a small group of outdoor product manufacturers and retailers that formed an organization called Maine Outdoor Brands鈥攖hat was the final push. They started really small in 2017 and they鈥檙e not close to 100 in about a year and a half. Maine has this longstanding history and heritage of not only getting people into the outdoors, but by making the products that they needed to make that outdoor experience really good. Not only is it helping build businesses to provide that experience, but it鈥檚 about helping build the businesses for those that are making the gear and selling the goods.

How do your values and experience align with this new position?

It鈥檚 really interesting as you look even further back in my history. I moved to Maine, got involved in the rafting industry, ran a raft company and guided for a while, worked at Sugarloaf for a while, and then worked as the director of the Maine Office of Tourism for a number of years鈥攊n which the office will be a division鈥攁nd then went to Maine Huts and Trails. I have the tourism perspective and experience running a nonprofit that鈥檚 really focused on outdoor recreation as an economic driver, but also building the whole conservation and stewardship ethic and encouraging people to live healthy active lifestyles. The people who I met across the philanthropic and conservation communities weren鈥檛 necessarily the people I met at the Office of Tourism, so my network has really expanded. I am learning the scope and scale of outdoor recreation more broadly. It is a great learning experience because I made connections there that are certainly helping build support for this initiative.

Tell us what’s awesome about Maine.

Maine is in a fairly unique place. Just about everything you can think of happens here because we鈥檙e four seasons, we鈥檙e coastal, and we鈥檝e got mountains and lakes. For winter activities, there鈥檚 everything from ice fishing, snowmobiling, snowshoeing, cross country and downhill skiing, and ice boating. We鈥檝e got an incredible interconnected snowmobile system and some great ski areas. I love winter and that was probably because I worked a lot in the summer rafting so I had more free time to explore.

In the summer, people take advantage of the incredible amounts of trail networks and all the water. With the terminus of the AT and the 100 mile wilderness, hiking is really big here along with fishing and boating.聽Water is a big deal here. Being along the coast, we鈥檝e got great surfing, sailing, sea kayaking. Unique to Maine, we have the Maine Island Trail, which is a kayaking trail. We also have the Northern Forest Canoe Trail, which runs through New York, Vermont, New Hampshire, and ends in Maine, which includes the Allagash Wilderness Waterway.

What’s Maine’s status with signing the Confluence Accords, the collective of other states with these types of offices?聽

We actually haven鈥檛 officially signed. We鈥檙e hoping to do that at the next opportunity. The group of outdoor recreation directors in place across the country is just such a remarkable collaborative team, so I鈥檝e been engaged in all the monthly calls. What a super resource and support network. It鈥檚 quick check ins with people who have been at this ahead of Maine and some that are almost in the same timeframe as Maine. Some of us are experiencing the same challenges and opportunities. Everyone鈥檚 really willing to give time and share insights and stories. I think that鈥檚 really where the strength of that group comes in. And ultimately, the more that that group continues to grow, obviously the stronger voice we have collectively at the national level.

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The 12th state to create a government office dedicated to promoting the outdoor recreation economy, New Mexico lawmakers voted last night to establish an Outdoor Recreation Division鈥攁nd the effort takes a different flavor in the Land of Enchantment. While rafting and biking have merited mention, senators and representatives also envision a booming recreation economy in the form of more people fishing for pike and tiger muskie or hunting deer, ducks, and antelope.

But the bill also keeps an eye on the state鈥檚 diverse demographics, creating a first-of-its-kind Outdoor Equity Grant Program. The grant program will target funds toward low-income youth and partner with private companies for a ripple effect some believe could reshape the state over coming generations.

鈥淭his will help all corners of our state build on the $9.9 billion outdoor recreation industry in the state of New Mexico,鈥� senator Jeff Steinborn, a Democrat from the southern New Mexico city of Las Cruces, said as he introduced the bill on the Senate floor. The goal is to create jobs, he explained, which is why the legislation locates the division in the state鈥檚 Economic Development Department, rather than the Tourism or Energy, Minerals and Natural Resources departments.

A fellow sponsor of the bill, Senator Steven Neville, a Republican from the small town of Aztec in the northwestern part of the state, continued, 鈥淪omebody said, in some committee along the way, 鈥榃hy don鈥檛 we just buy a bunch of signs or put some ads in the paper?鈥� and that鈥檚 not what we鈥檙e trying to do here. We鈥檙e trying to promote the business of outdoor recreation.鈥�

That means not just advertising the state鈥檚 hidden treasures, like the Bisti Badlands or Navajo Lake, but making sure there鈥檚 a growing number of raft guides, boat dealers, and bike mechanics.

Representative Angelica Rubio鈥攁 Democrat from Las Cruces who rode her bike the nearly 300 miles to the state capitol, Santa Fe, in a week-long trip that saw her hosting town hall meetings along the way鈥攃o-wrote the portion of the bill that creates the Outdoor Equity Grant Program.

鈥淲e felt that in order for us to do it right, we needed to do it in a way that it was inclusive for people of color and low-income kids,鈥� she said. 鈥淪o it鈥檚 not just about tourism. It鈥檚 also about creating a new generation of stewards here in the state.鈥�

Through the fund, organizations that work with low-income youth would receive micro-grants to purchase tents or fishing poles, cover recreation fees or the cost of driving to the state鈥檚 national parks and monuments鈥攎easures that take kids outside to get their fingernails dirty. As the 2018 Outdoor Participation Report found, the number of young adults participating in outdoor recreation has dropped in recent years, and kids cited expensive equipment as a leading reason they don鈥檛 spend more time outdoors.

Early drafts of the bill allocated $1.5 million to the division, and $100,000 to the grant program fund, but that language was removed as the bill moved through committees. Those numbers will be sorted out as lawmakers continue negotiating the budget, though the $100,000 is likely to stick.

It鈥檚 not enough, Rubio conceded, but in some ways, the point is just to get started changing some hearts and minds by demonstrating that these efforts can make a difference. And where state dollars might fall short, private companies, including REI and The North Face, and foundations have made soft commitments to investing in the state.

The hope is that ripple effects reach some of the tougher issues in the state, which consistently ranks at the bottom of the nation for scores on childhood wellbeing.

鈥淚t鈥檚 not going to be immediate, it鈥檚 going to be over the course of a generation,鈥� Rubio said. 鈥淲e鈥檙e so hopeful about this equity fund, which is the first in the country, in that it will change the scope and the trajectory of where our young people are at.鈥�

鈥淣ew Mexico is exemplary in the country in their creation of an equity fund as part of their office of outdoor recreation,鈥� David Weinstein, state and local policy director with the Outdoor Industry Association, said via email.鈥� We鈥檙e thrilled to support their work, which aligns so well with the needs of state, and I hope other states will follow suit with this forward-thinking legislation.鈥�

Support has been tremendous. The bill has 45 sponsors鈥攎ore than the number of Senators serving in the state. Final votes saw senators unanimously in favor, and Representatives split 52:14.

The legislation now heads to governor Michelle Lujan Grisham. The governor, elected in November, has been a champion for this measure, calling it out in her first state-of-the-state speech in January. The day it was introduced, she rode her bike to her office at the state capitol through spitting snow.

鈥淲hen we create a focused office to both attract new businesses and boost existing concerns, we will plant our flag alongside Colorado, Montana, Utah and others鈥攁nd indeed we have the potential to surpass them,鈥� Lujan Grisham said in a press release when the bill passed the Senate. 鈥淲ith this targeted investment, we can and will attract more young adults who emphasize the outdoors in where they choose to live; we will provide important new opportunities to disadvantaged youth through the first-of-its-kind equity fund; and we will expand the economic reach of this industry to all corners of this state.鈥�

New Mexico鈥檚 outdoor recreation division will join similar efforts in Colorado, Maine, Maryland, Michigan, Montana, North Carolina, Oregon, Utah, Vermont, Wyoming, and Washington.

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Colorado’s outdoor recreation economy is about to get a lot stronger.

VF Corporation, the Fortune 250 holding company for The North Face, JanSport, Smartwool, and other brands, announced that its moving its global headquarters to Denver, bringing 800 high-paying jobs to the metro.

鈥淐olorado is an area with an unrivaled heritage and culture of outdoor and activity-based lifestyles, as well as a thriving business environment,鈥� said Steve Rendle, VF鈥檚 chairman, president and CEO, in a news release. 鈥淚t is a great strategic fit for our business, and we are excited to be relocating our headquarters and several brands to the metro Denver area next year. We believe that the creation of our new headquarters in the area will help us to unlock collaboration across our outdoor brands, attract and retain talent, and accelerate innovation.鈥�

The Board of Directors also plans to separate the company into two independent, publicly-traded companies: VF Corp, a global apparel and footwear powerhouse, and a yet-to-be named company to hold its jeans and outlet businesses in North Carolina.

Out of the 800 employees moving beginning next spring, about 85 are members of the company鈥檚 U.S.-based senior leadership team. And over the next two years, brands including The North Face, JanSport, Smartwool, Eagle Creek, and Altra will relocate to join VF Corp in Denver.

Those leaders include Travis Campbell, newly named the general manager of The North Face, Americas, and Jen McLaren, newly named president of Smartwool.

VF Corp already has a presence in Colorado, with Smartwool being in Steamboat Springs and Boulder.

Luis Benitez, director of the Colorado Office of Outdoor Recreation Industry, said that the move is a huge win for OREC overall. Because VF Corp is keeping some of its business in North Carolina, there will be a net zero job loss in the east. He said it’s important to note that the move is not stealing from the sister state, which also is working hard to strengthen outdoor recreation economy.

鈥淭his is growing the overall outdoor industry economy, and not just taking from one state to make another state better,鈥� Benitez said.

He said the VF Foundation鈥攖he charitable, scientific, and educational arm of the company鈥攊s also moving to Denver, using $27 million in job growth tax credits that will be matched dollar to dollar within the foundation and earmarked for outdoor initiatives.

Colorado governor John Hickenlooper in the news release said, 鈥淲e are thrilled to welcome a new partner that embodies the values that define Colorado. VF鈥檚 move underscores the critical driver that the outdoor recreation industry plays in our economy where business meets lifestyle.鈥�

Come next spring, VF Corp will be neighbors with GearJunkie.com, Outdoor Retailer, and a flurry of other outdoor brands.

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Last week in Asheville, North Carolina, a roomful of delegates from around the country (and a few call-in attendees) took the next step in the Confluence process鈥攁 multi-state initiative to develop a national platform for the outdoor recreation industry.

It was a ceremonial gathering, with high goals and equally lofty language. It was also, at times, a ground-level tactical conversation, naturally a bit noisy and crowded. And, of course, it was also an outdoor industry event, treating attendees to local North Carolina specialties including music, beer, hiking, and river rafting.

But most of all, the event was a dedicated working meeting, after which attendees expressed appreciation for the process, thankfulness for the group鈥檚 commitment, and their own high goals for the outcome鈥攖he Confluence Accords, which are anticipated to be unveiled聽during the upcoming Outdoor Retailer Summer Market show.

鈥淚t鈥檚 hard not to recognize and appreciate all the dedicated individuals from around the country who have donated personal and work hours to the cause,” said Tom Adams, director of the Utah Office of Outdoor Recreation. “Everyone in the room recognizes we are making history. This enormous group stayed laser focused for over six months in order to get this right.”

Orec: The Developing Movement

While last week鈥檚 event was hosted by North Carolina, the formal Confluence working process dates back to the fall of 2017 when states with 鈥渦p and running鈥� outdoor recreation programs began discussing the idea of finding and refining their common ground.

The conversation grew into reality after Colorado Governor John Hickenlooper and Colorado Outdoor Recreation Industry Office Director Luis Benitez conceptualized and launched the first in-person gathering of state offices of Outdoor Recreation ahead of last January鈥檚 Outdoor Retailer show. Known as the Americas Outdoor Recreation Industry Confluence, the first-of-its-kind gathering drew delegations from Montana, North Carolina, Oregon, Utah, Vermont, Washington, and Wyoming to a meeting in Denver. Each participating delegation was headed by a state director of outdoor recreation, and each was required to have the support and endorsement of their respective governor. In addition to government representatives, each delegation was also requested to also include representatives from their business, non-profit and cultural/tribal communities.

The eight states at the original Confluence centered their efforts on the development of an outdoor recreation industry platform鈥攁n expression of top line goals and strategies in four main sectors including economic development, conservation and stewardship, education and workforce training, and public health and wellness.

After the January event, the Confluence process continued throughout the spring as working groups formed to finalize those strategic statements. Through multiple rounds of discussion, crafting and re-crafting, working groups strived to hone in on elements of a final platform that could be as relevant to populations in Washington and Utah as they would be in North Carolina and Vermont.

鈥淭he Confluence Accords are further evidence of the Outdoor Industry maturing on a national scale,鈥� said Hal Ellms, president of Pinnacle Outdoor Group, and member of the Vermont Confluence Delegation. 鈥淭hey鈥檙e going to provide another tool that we can use to advocate, individually, for the things we believe in such as the importance of public lands, pristine waters within those lands, and clean air above.鈥�

Progress in Asheville

At the Asheville Confluence gathering last week, each of the working groups presented their completed statements, discussed their thought process, and incorporated final suggestions from the group on hand鈥攚hich had expanded from the original eight delegations to include additional observers from Kansas, Maryland, California, and Michigan.

鈥淏ack in 2016, Jon Snyder from Washington, Luis Benitez from Colorado, and I met every trade show,” Adams said. “For two years we watched the sparks igniting around the country and we knew it wouldn鈥檛 be long before our trio grew. Since then, we have seen more than 15 states either create an office or a task force, the majority of whom have been part of the Confluence.”

Adams continued, “The rapid expansion of these offices alone gives reason for the industry to take note. Each of these offices are designed to support, collaborate, and drive the outdoor economy in their respective states. It simply won鈥檛 be successful in states that don鈥檛 have support from their outdoor industry members. It truly does take a village.”

For states already moving ahead on state-level outdoor recreation policy work, the Confluence Accords are anticipated to be a healthy and welcome justification for their efforts, giving them a new source of energy and reinforcement for their ongoing efforts.

For new and curious states considering the creation of an outdoor recreation initiative, the Confluence Accords are expected to provide a robust head start by delivering a set of strategic anchors that can inform, accelerate, and strengthen their work.

鈥淏y discussing an important framework with my colleagues and delegate representatives from other states, I gleaned an extensive amount of information about the current state of the outdoor recreation industry and where we will take it into the future,鈥� said Domenic Bravo, Wyoming State Parks and Outdoor Recreation Office administrator. 鈥淭his is valuable as it provides a ‘core’ set of principles we can all work from. It also provides a great guide to what Offices of Outdoor Recreation can accomplish in their respective states. These accords are flexible enough for states to adapt and tier their own strategic and implementation plans from.鈥�

Looking Ahead

While the official goal of the Confluence is to develop a national outdoor recreation industry platform, one unofficial side benefit of the process has been the creation of new working relationships between the various state delegations. Individuals who used to be separated by thousands of miles鈥攄espite working in essentially the same field and facing many of the same challenges鈥攁re now in regular and open communication.

鈥淭hese things we’ve agreed to tackle together are difficult,鈥� said Noah Wilson, program director, Outdoor Gear Builders of WNC, and member of the North Carolina Confluence Delegation. 鈥淣o one office, no one state, and in many cases, not even one industry can tackle them alone. If we want to scale the difficult summits ahead, we will need to be more than a bunch of disparate offices; we’ll need to be a team, looking out for one another and working together. We’ll need to bring in more states, more partners, more sister industries, because tough things are the ones worth doing.鈥�

Drew Simmons is a member of the Vermont Confluence Delegation and a steering committee member of the Vermont Outdoor Recreation Economic Collaborative. He is the president of Pale Morning Media, a public relations and strategic communications agency based in Waitsfield, Vermont.

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I鈥檓 just gonna say it: I want my home state of California to be the next state to announce the establishment of an Outdoor Recreation (OREC) Industry Office.

As an industry, we鈥檝e been on a roll. Since Utah started the movement in 2013 by appointing Brad Petersen as the first ever OREC director in the country, five other states (Colorado, Montana, North Carolina, Oregon, and Washington) now have similar offices and three have official task forces (Maryland, Wyoming, and Vermont) that serve the same purpose.

When Petersen took office, the idea of having a high-level government official devoted to the health and growth of the outdoor industry was a novel idea. Petersen was a Utah-based mountain guide, business owner, and stalwart insider in the Utah/Rockies climbing scene. His entry into politics was sudden, and he quickly learned that a title without a budget to work with made for hard trail-breaking.

“Without a job description, business plan or strategy I quickly realized that my role as the first State Director was to sell everyone on the need for the Office; to be the head cheerleader; to be the face for the concept. Selling counties and communities on the benefits was easy, but figuring out how to help them was not. Without funding to help communities develop new recreational assets my ability to make Utah a better place to live was very limited. Four years later we have secured $4m+ in annual funding.鈥� 鈥揃rad Petersen, the first ever OREC director in the U.S., served Utah from 2013 to 2016

We鈥檝e learned a lot since then, and it鈥檚 making a difference. Momentum is building. States all around the country are recognizing that the outdoor industry is an economic powerhouse.

And we鈥檙e making progress in California, where outdoor recreation accounts for $92 billion in consumer spending. Back in January of 2017, several other members of the outdoor industry (including Matt Lyon from Hydrapak, Katie Hawkins from Marmot, Jeff Turner from Kokotat, Dave Polivy from Tahoe Mountain Sports, and John Mead from 国产吃瓜黑料 16) and I started meeting as an ad-hoc group, sharing discoveries and giving ourselves homework. Then we found a champion lawmaker in assembly member Eduardo Garcia, of the 56 District. Once Garcia came on board, things got real pretty quickly. Having a legislative champion is one of the key elements of launching a state initiative where you live (see Roadmap to Outdoor Rec, below).

In fact, as I write this, I am in route to Sacramento, where one California champion, assemblyman Eduardo Garcia, will be attending a reception near the state capitol tonight (November 20) to celebrate the passage of CA SB5 (a substantial $4BB Park Funding bill for CA). Garcia has introduced a bill himself, AB-907, to the House of Representatives that would create an office of OREC here. The bill will go to vote in spring of 2018, and all of us involved are optimistic. We鈥檙e so close we can almost taste it.

We Need More Orec Offices. Here鈥檚 Why They Matter.

They bring benefits to communities. Encouraging adventure through wild places brings economic prosperity to gateway communities, has minimum impact on ecosystem health and provides regular, predictable and 鈥榮ticky鈥� locally spent dollars. This is in contrast with the boom/bust cycle seen in the 鈥榦ld west鈥� extractive economies (coal, oil, gas, mining) that have left many rural towns in economic retreat. Outdoor retailers and outfitters prosper and thrive near well-managed recreation resources. This story is unfolding in Appalachia, as well as other supporting gateway communities from Joshua Tree to the Gunks.

They create an investment funnel to support recreation and conservation collaborations to bolster or replace shrinking businesses (like logging in the Pacific Northwest or mining in Utah). A state office can work to draw in businesses and establish jobs and investment in the state. Ogden, Utah, is the poster child of successful redevelopment. Through the work of Mayor Godfrey (2010 era) and other key politicians, they turned a mining ghost town into a modern outdoor mecca, with over a dozen outdoor brands now with significant business hubs there (the entire Amer Group, Scott USA, QBP, and Osprey Packs to name a few).

They unify different geographic and activity sectors. A state OREC office can make sure that efforts happening around different corners of the state are aligned (Colorado and Utah OREC directors both travel extensively within their state, reinforcing relationships). Shared resources like GIS (Geographic Information System) mapping software, marketing platforms and talent, and trail building equipment and expertise save time and money, and create more durable solutions. Blending local input with broader ecosystem level resource management is manageable at the state level, and a central office can also interface with nearby state鈥檚 OREC leaders for cross-pollenating ideas and solutions.

They measure and promote health effects of recreating outdoors. As the 鈥楴ature Rx鈥� message spreads, a central state office can power coordinated education and engagement campaigns in diverse communities. School districts, neighborhood associations, and families can get support in adopting healthy outdoor lifestyles proven to reduce stress, combat disease, and extend life.

They build up the outdoor recreation economy that provides sustainable jobs, a stewardship mindset, and predictable tax revenues. Brands, retailers, and outfitters will benefit by taking advantage of programs and close-to-home access support for employees and those in close-by communities.

Roadmap to Outdoor Rec

Do you want your state to establish an OREC office? I spoke with the majority of the current OREC officials at the recent SH/FT conference in Jackson Hole, Wyoming, to pull together these four steps on how you can get the ball rolling.

Step 1: Investigate. Is there already a movement you can join up with? A coalition of outdoor recreation businesses or a conservation non-profit that has assembled leadership? Don鈥檛 reinvent the wheel. Tap your network or reach out to your industry association (Outdoor Industry Association) to get nosy. If you鈥檙e interested in taking this first step, OIA is a great resource. Contact Cailin O鈥橞rien-Feeney, who has been helpful in the California initiative and most of the other state-level actions across the country.

Step 2: Launch an informal or ad-hoc group. Begin meetings and learn who the outdoor recreation advocates in the state legislature are. Visit them in their home districts or at the state capitol. Use the OIA and the upcoming BEA economic data, and any map data you can show (Outdoor Alliance has a growing body of excellent maps and economic research, as does the Access Fund).

Step 3: Propose a formal working group to your governor, economic development director, or parks and recreation director. As in Wyoming鈥檚 budding program, once your working group/task force is sufficiently deep and inclusive, put a request in to the governor鈥檚 office to establish a formal study of the OREC situation in your state, and come up with recommendations for a deliberate growth path forward. If the governor won鈥檛 budge, go after a friendly senator or house member. Also, at this point you鈥檒l need a real organization name and real people signed on to your real mission.

Step 4: Get a legislative champion to put something on the ballot for voters to consider funding sustainably, like the Rescue Card in UT or the designated office in MT (only funded for two years in the current iteration). A legislative champion can navigate and translate the wave of proposals and bills moving through the state body politic and put forward a bill out for consideration. Experienced lobbyists or staffers familiar with the running of state politics is helpful too.

Ride the Wave

The waves of the OREC movement are building: the Bureau of Economic Analysis (BEA) research is due out sometime in 2018, expected to closely match the industry鈥檚 own research on OREC financial impacts nationwide. State level data will not be part of this first push to match OREC to GDP, so for those of you so motivated, that will be another (federal funding) initiative to anticipate supporting in the near future.

As a surfer friend of mine can鈥檛 stop saying, 鈥淕otta surf when the waves are up, dude.鈥� It鈥檚 time for us all to go surfing.

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