# Presentation: 607809

## CONGRESSIONALLY DESIGNATGED NATIONAL AREAS

**USING SOCIAL SCIENCE AND MARKET RESEARCH TO MORE EFFECTIVELY PROMOTE AND MANAGE CDAs**

**Ken Cordell, Project Leader, Outdoor Recreation and Demographic Research, and Jonathan Stephens, CDA Program Leader, Washington Office, FS**

## A TIME OF CHANGING DEMOGRAPHICS AND RISING IMPORTANCE OF PUBLIC LANDS

**POPULATION GROWTH, SHIFTING DEMOGRAPHICS, MIGRATION TO HIGH AMENITY AREAS**

## The Changing American Society

- _The Changing American Society_

-  **About**** ****1 million**** ****new immigrants per year**
** **_**More people**_**:****	****1990****	****	****248 mm**
**	****	****	****2000****	****	****275 mm**
**	****	****	****2020****	****	****325 mm**
**	****	****	****2050****	****	****404 mm**
**	****	****	****2075****	****	****481 mm**
**	****	****	****2100****	****	****571 mm**
** ****Increasingly urban****, 81% live in cities and towns**
** **_**Getting **__**older**_**:  Median age 35********38 (by 2020)**
** **_**Changing ethnicities**_** by 2050:**
**	****	****Anglo Americans ****	****	****76%********50%**
**	****	****African Americans****	**** ****	****12% ********15%**
**	****	****Hispanic Americans****	****  9% ********21%**
**	****	****Asian Americans****	****	****  4% ********11%**

## Projected Population Growth in Major Metropolitan Areas, 1995-2020

**Projected Population Growth in Major **_**Metropolitan Areas, 1995-2020**_

## Projected Retirement Destination Counties within Top 20% of Counties Increasing in Population over Age 65

## Counties with Public Natural Land

**Counties with Public Natural Land**

## Public Land x Recreation Demand Hotspots, 2020

## Public Lands Overlaid onto Projected Recreation Demand Hotspots, 2020

## With Increasing Human Presence Comes Greater Challenge to Public Land Managers

**More people spreading to all “corners” of the country puts pressure on public lands**
**More urban people less connected with the “land” represents an education challenge**
**Recreation and other rising and unprecedented demands requires an informed response**

## NSRE

_***NSRE***_

***NATIONAL SURVEY ON RECREATION AND THE ENVIRONMENT***
***SINCE 1960***
_***THE UNITED STATES’ ON-GOING NATIONAL RECREATION SURVEY***_

## The first National Recreation Survey (The NRS Series) was reported in 1960 for the Outdoor Recreation Resources Review Commission
Subsequent NRSs in 1965, 1972, 1977, 1982, and 1995 and 2000-01
These NRSs were used widely in the field and were the basis for U. S. Nationwide Outdoor Plan (Interior)
Current NRS has been renamed the National Survey on Recreation and the Environment (NSRE), it is interagency, the FS is the lead agency
Nation’s on-going, long-term outdoor participation  and environmental survey

**Subsequent NRSs in 1965, 1972, 1977, 1982, and 1995 and 2000-01**
**These NRSs were used widely in the field and were the basis for U. S. Nationwide Outdoor Plan (Interior)**
**Current NRS has been renamed the National Survey on Recreation and the Environment (NSRE), it is interagency, the FS is the lead agency**
**Nation’s on-going, long-term outdoor participation  and environmental survey**

**HISTORY ****AND**** CURRENT COVERAGE ****OF**** **_**THE **__**NATIONAL RECREATION SURVEY**_

## DEMAND FOR

** ****OUTDOOR RECREATION**
**AND PLACES TO**
**RECREATE CONTINUE**
**TO GROW**

## LONG TERM TRENDS SINCE 1960

_**LONG TERM TRENDS SINCE 1960**_

## ACTIVITIES ADDING THE MOST PARTICIPANTS SINCE THE EARLY 1980s  (1982-2001--Millions)

- _ACTIVITIES ADDING THE MOST PARTICIPANTS SINCE THE EARLY __1980s__  __(1982-2001--Millions)_

**	****	**_**Growth**_**	**_**No. in 2001**_
**Walking****	****	****85.4****	****	****179.0**
**Bird watching****	****	****50.0****	****	****71.2**
**Hiking****	****	****48.4****	****	****73.1**
**Swimming/river,**
**  ****lake, or ocean****	****	****36.4****	****	****92.9**
**Sightseeing****	****	****32.7****	****	****114.0**
**Picnicking****	****	****31.8****	****	****116.6**
**Bicycling****	****	****27.4****	****	****83.9**
**Developed camping****	****	****22.8****	****	****52.8**
**Motor boating****	****	****17.8****	****	****51.4**
**Off-road driving****	****	****17.3****	****	****36.7**
**Backpacking****	****	****14.6****	****	****23.4**

## Fastest Growing in the Late 1990s

- _Fastest Growing in the Late 1990s_

|                                                Activity | Millions in 2000-01 | Percent Change 1994-2001 |
| --- | --- | --- |
| Kayaking | 7.29 | 182.56 |
| Snowboarding | 10.53 | 137.70 |
| Jet skiing | 20.31 | 119.33 |
| View or photograph fish | 53.06 | 97.84 |
| Soccer outdoors | 17.33 | 87.15 |
| Snowmobiling | 11.81 | 69.93 |
| Ice fishing | 6.22 | 59.49 |
| Sledding | 31.22 | 56.18 |
| Viewing wildlife | 95.26 | 55.88 |
| Backpacking | 22.76 | 53.78 |
| Day hiking | 70.62 | 51.29 |
| Bicycling | 84.60 | 50.80 |
| Horseback riding | 20.95 | 50.29 |

## Next Fastest Growing in Short Term

- _Next Fastest Growing in Short Term_
- (1994-2001)

|                                                Activity | Millions in 2000-01 | Percent Change |
| --- | --- | --- |
| Canoeing | 20.63 | 49.93 |
| Mountain climbing | 12.85 | 46.52 |
| Running or jogging | 73.58 | 43.54 |
| Ice skating outdoors | 14.64 | 42.69 |
| Coldwater fishing | 28.81 | 42.13 |
| Developed camping | 55.73 | 37.50 |
| Handball or racquetball outdoors | 15.07 | 36.75 |
| Drive off-road | 37.21 | 36.50 |
| Rafting | 20.22 | 35.89 |
| Walk for pleasure | 177.00 | 35.47 |
| Surfing | 3.45 | 35.29 |
| Visit nature centers, etc. | 122.28 | 34.48 |

|                                                Activity | Millions in 2000-01 | Percent Change |
| --- | --- | --- |
| Visit archeological sites | 44.84 | 31.53 |
| View birds | 69.26 | 31.10 |
| Football | 17.22 | 29.86 |
| Family gathering | 156.78 | 29.60 |
| Big game hunting | 17.79 | 27.99 |
| Cross country skiing | 8.10 | 26.96 |
| Rock climbing | 9.21 | 26.86 |
| Attend outdoor concerts, etc. | 84.75 | 26.70 |
| Basketball outdoor | 31.28 | 25.32 |

## Slowest Growing in Short Term   (1994-2001)

_**Slowest Growing in Short Term**_**   (1994-2001)**

|                                                Activity | Millions in 2000-01 | Percent Change |
| --- | --- | --- |
| Primitive camping | 33.88 | 23.88 |
| Golfing | 35.93 | 23.73 |
| Small game hunting | 15.51 | 22.22 |
| Migratory bird hunting | 5.11 | 21.96 |
| Picnicking | 116.54 | 21.35 |
| Warmwater fishing | 48.10 | 20.67 |
| Saltwater fishing | 22.08 | 19.09 |
| Tennis outdoors | 24.59 | 18.79 |
| Swimming in streams, lakes, ponds, or the ocean | 89.59 | 17.42 |
| Yard games, e.g., croquet | 83.92 | 16.72 |
| Sailing | 10.80 | 15.63 |
| Rowing | 9.42 | 14.32 |
| Attend outdoor sports events | 106.25 | 14.22 |

|                                                Activity | Millions in 2000-01 | Percent Change |
| --- | --- | --- |
| Visit historic sites | 98.62 | 14.10 |
| Motorboating | 52.27 | 13.80 |
| Downhill skiing | 18.20 | 10.64 |
| Baseball | 14.47 | 9.79 |
| Snorkeling or scuba diving | 15.47 | 9.25 |
| Visit beach or waterside | 129.39 | 6.47 |
| Anadromous fishing | 9.36 | 5.76 |
| Pool swimming | 87.09 | 0.66 |
| Caving | 9.25 | 0.33 |
| Sightseeing | 110.90 | 0.04 |
| Waterskiing | 17.30 | -1.03 |
| Orienteering | 4.26 | -9.36 |
| Softball | 22.46 | -11.96 |
| Volleyball outdoors | 22.57 | -19.51 |
| Windsurfing | 1.73 | -19.53 |

## Population-wide Total (Overlapping) Occasions Per Year by Groupings of Activities (2000-01)

- Population-wide Total (Overlapping) Occasions Per Year by _Groupings of Activities (2000-01)_

| All activities | 98.5 | 273.8 |
| --- | --- | --- |
| Viewing, learning, gathering activities | 88.4 | 136.1 |
| Developed site activities | 94.9 | 93.3 |
| Activities on trails | 40.4 | 40.3 |
| Swimming, surfing, and other beach activities | 2.8 | 36.6 |
| Motorized activities | 62.0 | 31.3 |
| Hunting and fishing | 38.1 | 26.9 |
| Snow activities | 19.3 | 13.3 |
| Risk activities | 35.2 | 12.0 |
| Non-motorized activities | 22.8 | 7.9 |

## DEMAND FOR TRAILS AND FOR VIEWING/LEARNING ACTIVITIES ARE GROWING AND REPRESENT PRIME MARKET  OPPORTUNITIES FOR CDAs

## DISPERSED RECREATION AND TRAILS

**DISPERSED RECREATION AND TRAILS**

## Hiking & Backpacking

**Hiking & Backpacking**

_**Profile**_** (percentage)**
**	****	****	****     **_**Hiking**_** ****	**_**Backpacking**_
**Female****	****	****	****46.1****	****	****37.6**
**White****	****	****	****70.7****	****	****76.8**
**Hispanic****	****	****	****21.7****	****	****14.9**
**Under 35 years****	****	****41.6****	****	****55.1**
**55 or older****	****	****	****17.8****	****	**** 7.8**
**Foreign born****	****	****15.0****	****	**** 8.3**
**Urban****	****	****	****	****81.1****	****	****81.3**

_**Trends**_**	****  High growth rates since 1982 (+196% & +166%)**
_**Participation Percentages**_
**	****Hiking, 33.4%****	****of people 16+**
**	****Backpacking, 10.8% of people 16+**
_**Within top tier of activities in Number of Occassions**__ _

## Horseback Riding

_**Horseback Riding**_

_**Trends**_**	**
**+35.9% since 1982: long-term trend had been flat, recent upturn**
_**Participation**_**	****9.8% of those 16+**
_**Profile**_**	****	****	****	****      Percent**
**	****Female****	****	****	****	****50.2**
**	****White****	****	****	****	****76.8**
**	****Hispanic****	****	****	****14.5**
**	****Under 35 years****	****	****52.2**
**	****55 or older****	****	****	****10.2**
**	****Foreign born****	****	****	**** 5.6**
**	****Urban****	****	****	****	****74.9**

## Mountain Biking

_**Trends**_**	****	****Growth leveling out recently, but steady**
_**Participation**_**	****21% of those 16+**
_**Profile**_**	****	****	****	****      Percent**
**	****Female****	****	****	****	****42.6**
**	****White****	****	****	****	****75.1**
**	****Hispanic****	****	****	****13.4**
**	****Under 35 years****	****	****54.0**
**	****55 or older****	****	****	**** 8.8**
**	****Foreign born****	****	****	**** 7.1**
**	****Urban****	****	****	****	****81.6**

## THE PUBLIC’SPREFERRED OBJECTIVES

**THE PUBLIC’S****PREFERRED OBJECTIVES**

**Expand volunteer programs to help with maintenance, including trails (73.3% support)**
**Develop trails across public and private land for non-motorized use (56.5% support)**
**Designate some trails for specific uses such as horses or bikes (55.1% support)**
**Expand commercial recreation, including outfitters (28.8% support)**
**Develop trails across public and private  land for motorized vehicles (28.8% support)**
**Can contrast opinions of users with public**

## INTEREST IN VIEWING,  LEARNING and GATHERING  ACTIVITIES

**INTEREST IN VIEWING,  LEARNING and GATHERING  ACTIVITIES**

## Viewing/

**Viewing/**
**Learning**
**Activities**

_**Trends**_**	****Birdwatching (since 1883)**
**	****	****	****(No. 1)  +236%**
**	****	****Viewing Fish and Wildlife among**
**	****	****	****fastest growing since 1994**
**	****	**
_**Participation**_**  (percentages)**
**	****Visit Nature Centers****	****	****59**
**	****View/Photo Scenery****	****	****	****55**
**	****Sightseeing****	****	****	****	****54**
**	****View/Photo Wildlife****	****	****	****41**
**	****View/Photo Flowers****	****	****	****41**
**	****View/Photo Birds****	****	****	****30**
**	****View/Photo Fish****	****	****	****22**
_**Profile**_** (percentage)**
**	****	****	****Nature    View****	****	****View**
**	****	****	**_**Centers**_**  ****	**_**Flowers**_**  ****	**_**Birds**_
**Female****	****	****  51.1****	****55.9****	****	****55.9**
**Hispanic****	****	****  14.0****	****11.6****	****	****10.7 Under 35 years  39.7****	****33.5****	****	****27.7**
**55 or older****	****  20.7****	****27.0****	****	****31.6**

## Gathering Non-Timber Forest Products

_**Gathering Non-Timber Forest Products**_

_**The Gathering**_
**	****- 31% of Southerners, for example,**
** ****participate**
**	****- 54% of gathering is in forests**
**	****- 96% gathered forest products for**
**	****	**** ****personal use**
**	****	***** 73% firewood**
**	****	***** 47% berries**
**	****	***** 43% other tree materials**
**	****	***** 43% herbs/flowers**
**	****	***** 35% rocks/minerals**
**	****	***** 9% mushrooms**

## THE PUBLIC’S PREFERRED OBJECTIVES

**THE PUBLIC’S PREFERRED OBJECTIVES**

**Inform the public about concerns such as safety and respect for wildlife (86.7% support)**
**Inform the public about impacts of uses on forest and grassland areas (81.7% support)**
**Inform the public about economic values of public lands (67.6% support)**

## WHAT PEOPLE VALUE IN OUR PUBLIC LANDS

**WHAT PEOPLE VALUE IN OUR PUBLIC LANDS**

## “They (American’s surveyed) rank the environment third on their list of critical public issues requiring government support, just behind crime and education. 60% feel the government spends too little on the environment”. (National Opinion Research Center, Chicago, Ill., 2000)

## Percentage 

**Percentage **
**of Americans**
**Reporting **
**Regulation of **
**Natural **
**Resources is **
**“****Just the **
**Right Amount” **
**or has **
**“****Not Gone **
**Far Enough.”**

## Public Values of Public Lands

| CORE VALUES | Extremely Important |   Important |
| --- | --- | --- |
| Protect streams and other sources of clean water | 83.5 | 94.9 |
| Maintain NFs for future generations | 81.3 | 93.5 |
| Provide habitat for wildlife and fish | 70.4 | 89.2 |
| Protect rare plant or animal species | 68.1 | 86.0 |
| Manage NF areas to leave them natural | 65.2 | 86.8 |
| Emphasize planting and management for timber | 58.5 | 79.1 |
| Provide information and educational services | 53.2 | 80.1 |
| Provide quiet, natural places for personal renewal | 50.3 | 75.8 |
| Provide access, facilities, and services for recreation | 45.4 | 74.5 |
| Provide roads, services, accommodations to support local business | 31.6 | 57.0 |
| Provide permits to ranchers for grazing livestock | 29.2 | 52.1 |
| Provide raw materials to support local industries | 25.9 | 47.1 |

_**Public Values of Public Lands**_

## VALUE DIMENSION 1: MANAGE FOR PROTECTION

**Protect streams and other sources of clean water**
**Provide habitat and protection for abundant wildlife and fish**
**Protect rare, unique or endangered plant and animal species**
**(Average Score 74.0)**

## VALUE DIMENSION 2:MANAGE FOR AMENITIES

**Maintain national forests for future generations to use and enjoy**
**Provide quiet, natural places for personal renewal**
**Use and manage forest areas in ways that leave them natural in appearance**
**Provide information and educational services about forests, their management and the natural life in them**
**(Average Score = 61.6)****	**

## VALUE DIMENSION 3:MANAGE FOR OUTPUTS

**Provide access, facilities and services for outdoor recreation**
**Emphasize planting and management of trees for an abundant timber supply**
**Provide access to raw materials and products for local industries and communities**
**Provide roads, accommodations and services to help local tourism businesses**
**Provide permits to ranchers for grazing of livestock such as cattle and sheep**
**(Average Score = 38.1)**

## PUBLIC SUPPORT FOR AND KNOWLEDGE OF THE SYSTEM OF CONGRESSIONALLY DESIGNATED AREAS IN THE UNITED STATES

## Percentage of Americans by level of support for designating federal lands for scenery and recreation

**Percentage of Americans by level of support for **_**designating federal lands for scenery and recreation**_

## Percentage strongly supporting CDAs by demographic group

**Percentage strongly supporting CDAs by demographic group**

## Percentage of Americans by level of support for more CDAs beyond National Parks

## Percentage strongly supporting more CDAs beyond National Parks by demographic group

**Percentage strongly supporting more **_**CDAs beyond National Parks by demographic group**_

## Percent aware that the Congress designates NRAs, Scenic Areas, W&S Rivers, and National Monuments by Age

**Percent**

**Percent aware that the Congress designates **_**NRAs, Scenic Areas, W&S Rivers, and National Monuments by Age**_

## Percent aware that the Congress designates NRAs, Scenic Areas, W&S Rivers, and National Monuments by Race

**Percent**

**Percent aware that the Congress designates **_**NRAs, Scenic Areas, W&S Rivers, and National Monuments by Race**_

## Percent aware that the Congress designates NRAs, Scenic Areas, W&S Rivers, and National Monuments by Education

**Percent aware that the Congress designates NRAs, **_**Scenic Areas, W&S Rivers, and National Monuments by Education**_

**Percent**

## Percent aware that Congress designates NRAs, Scenic Areas,W&S Rivers, and Nat. Monuments Birth Place

**Percent aware that Congress designates NRAs, Scenic **_**Areas,W&S Rivers, and Nat. Monuments Birth Place**_

**Percent**

## Percent aware that Congress designates NRAs, Scenic Areas, W&S Rivers, and National Monuments by Forest Service Region

**Percent aware that Congress designates NRAs, Scenic Areas, W&S **_**Rivers, and National Monuments by Forest Service Region**_

**Percent**

## MOST AMERICANS ARE AWARE THAT WE HAVE A SYSTEM OF CONGRESSIONALLY DESIGNATED AREAS

**MANY OF MINORITY BACKGROUNDS ARE NOT AWARE OF THE SYSTEM**
**CONSIDERABLE DIFFERENCES IN AWARENESS CAN BE FOUND AMONG AGE, RACE, EDUCATION, COUNTRY OF BIRTH, AND REGION STRATA**
**WHERE WOULD YOU PUT YOUR EDUCATIONAL AND PROMOTIONAL ENERGIES?**

## Slide 47

## Significantly Different Percentages Supporting Adding to the System of CDAs

**Significantly Different Percentages Supporting Adding to the System of CDAs**

| 

Level 
of Participation | Type of Activity |  |  |
| --- | --- | --- | --- |
|  |    Trails | Developed Sites | Viewing/Learning |
| Enthusiasts | 71 | 73 | 71 |
| Middle 1/3 | 79 | 75 | 77 |
| Lower 1/3 | 73 | 65 | 71 |

## Significant Differences 

| 

Level of Participation | Percent |  |
| --- | --- | --- |
|  | Yes | No |
| Enthusiasts | 61 | 39 |
| Middle 1/3 | 47 | 53 |
| Lower 1/3 | 36 | 64 |

**Non-motor boating and motor powered activities only 2 not different.**

**Significant Differences **
**in Percentages **
**Aware of **
**Types of **
**Designations**

## Significant Differences in Recognition of Agencies Which Manage CDAs

| 
Level of Participation | Number of agencies correctly identified |  |  |  |
| --- | --- | --- | --- | --- |
|  | 0-2 | 3-4 | 5 | All 6 |
| Enthusiasts | 17.54 | 65.37 | 14.54 | 2.56 |
| Middle 1/3 | 20.32 | 64.73 | 12.37 | 2.59 |
| Lower 1/3 | 36.87 | 53.55 | 8.20 | 1.38 |
| Total | 24.92 | 61.21 | 11.70 | 2.18 |

**Significant Differences in Recognition of Agencies Which Manage CDAs**

## Significant Differences in Having Visited an Area Known to be a CDA in the last 12 months

| 
Level of Participation | Visited a CDA |  |  |
| --- | --- | --- | --- |
|  | Yes | No | Don’t Know |
| Enthusiast | 71.72 | 22.86 | 5.42 |
| Middle 1/3 | 66.77 | 28.18 | 5.06 |
| Lower 1/3 | 48.46 | 43.65 | 7.90 |
| Total | 62.31 | 31.56 | 6.12 |

**Significant Differences in Having Visited an Area Known to be a CDA in the last 12 months**

## ENTHUSIASTS DON’T TEND TO SUPPORT CDAs ANY MORE THAN OTHERS

**AWARENESS OF THE CDA SYSTEM AND KNOWLEDGE OF WHICH AGENCIES MANAGEMENT THEM DO DIFFER BY LEVEL OF OUTDOOR RECREATION ENGAGEMENT**
**ENTHUSIASTS ARE THE ONES YOU ARE MORE LIKELY TO FIND AT CDAs, REACHING OTHERS WOULD BE SPOTTY IF EFFORTS LIMITED TO ON-SITE PROGRAMS**

## Percentages Rating Services or Facilities Low or High at CDAs They Have Visited

| 

Services or Facilities | Percent |  |
| --- | --- | --- |
|  | Low Rating | High Rating |
| Availability/quality of trails | 8.6 | 52.2 |
| Availability/quality of interpretation programs | 11.2 | 51.0 |
| Availability/quality of recreation facility | 13.3 | 50.4 |
| Accessibility for physically disabled | 24.1 | 49.1 |
| Availability and quality of maps | 7.9 | 48.6 |
| Reasonableness of fees | 8.1 | 48.2 |
| Helpfulness of area employees | 11.6 | 46.7 |
| Cleanliness of facility & grounds | 10.3 | 39.3 |
| Ability to bring pets | 27.5 | 38.1 |

**Percentages Rating Services or Facilities Low or High at CDAs They Have Visited**

***Rated on scale of 1 to 5.**

## Percentages Rating General Area Attributes Low or High at CDAs They Visited

| 

Services or Facilities | Percent |  |
| --- | --- | --- |
|  | Low Rating | High Rating |
| Quality of the natural scenery at CDA | 3.4 | 71.4 |
| Opportunity to see wildlife, etc. at CDA | 9.4 | 57.0 |
| Safety and security at CDA | 8.4 | 50.2 |
| Quality/availability of roads & parking at CDA | 9.0 | 49.9 |
| Closeness and convenience of CDA | 26.4 | 41.5 |

**Percentages Rating General Area Attributes Low or High at CDAs They Visited**

## Average Rating Scores and Total Across Services by Level of Outdoor Participation

|                                              Service, facility, or characteristic | Total sample |  Enthusiasts | Middle 1/3 | Lower 1/3 |
| --- | --- | --- | --- | --- |
| Closeness and convenience | 2.98 | 3.01 | 2.96 | 2.95 |
| Quality/availability of roads & parking | 3.99 | 4.08 | 3.92 | 3.95 |
| Cleanliness of facility & grounds | 3.94 | 3.97 | 3.85 | 4.02 |
| Helpfulness of area employees | 3.93 | 4.02 | 3.91 | 3.81 |
| Safety and security | 4.00 | 4.06 | 3.95 | 3.99 |
| Quality of the natural scenery | 4.56 | 4.65 | 4.51 | 4.51 |
| Reasonableness of fees | 4.03 | 4.06 | 3.98 | 4.07 |
| Availability and quality of maps | 4.15 | 4.19 | 4.13 | 4.11 |
| Ability to bring pets | 3.39 | 3.40 | 3.28 | 3.51 |
| Availability/quality of recreational facility | 3.83 | 3.91 | 3.77 | 3.79 |
| Availability/quality of trails | 4.17 | 4.23 | 4.14 | 4.12 |
| Accessibility for physically disabled | 3.41 | 3.48 | 3.37 | 3.36 |
| Opportunity to see wildlife, etc. | 4.21 | 4.33 | 4.14 | 4.13 |
| Availability/quality of interpretive programs | 3.88 | 3.96 | 3.82 | 3.87 |
| All service/facility items | 49.79 | 50.73 | 49.49 | 48.69 |

**Average Rating Scores and Total Across Services by Level of Outdoor Participation**

## We Have Identified Segments of American Society. Use This to Better Target Education, Marketing, and Involvement.

_**SEGMENTATION**_

## Segmenting for more effective 

**Young**
**New England**
**Wind Surfers**
**	****(0.9%)**

**Nature**
**Lovers**
**(27.2%)**

**The Inactives**
**(22.0%)**

**The Urban**
**Beach Boys**
**(3.8%)**

**The Noreaster**
**Musclers (6.2%)**

**The Thrill**
**Seekers (8.3%)**

**Hunt-n-Fish**
**Men’s Motor Club**
**(6.3%)**

**The Take it Easies**
**(25.3%)**

**Segmenting for more effective **
**communication and education**

## Nature Lovers (27.2%)

**Viewing/photographing birds, flowers, wildlife, fish, natural scenery, and gathering mushrooms and berries, and learning in nature centers, visitor centers, historic sites and archeological sites**
**Not into hunting, fishing, active sports or motorized activities, and ****not into boating**
**61 % female, mostly white, middle aged and seniors, not foreign born**
**New ****England ****and Prairie states well represented**
**Donate to civic or charitable organizations, spend time with grand children, invest, creative arts, collect things and garden, and read environmental magazines**
**Believe humans are abusing the earth, the balance is delicate, and we are on a course for catastrophe**

_**Nature Lovers **__**(27.2%)**_

## Hunt-n-Fish Men’s Motor Club (6.3%)

**Hunt-n-Fish Men’s**** ****Motor Club**** (6.3%)**

**Hunt, fish, motorized, camp, motorboat (53%), canoe**
**Don’t participate in beach activities or much in viewing/learning**
**88% male, 90% white, under 45, U.S. born, much more rural, Prairie and Southern**
**Belong to wildlife conservation group, read nature magazines, woodworking, own a business, garden, have pets and do home improvements**
**Humans were meant to rule over the earth and environmental crisis is exaggerated**

## The Urban Beach Boys (3.8%)

**The Urban Beach Boys (3.8%)**

**Diving, Surfing, Snorkeling, Kayaking, Sailing, Backpacking, Snowboarding, Saltwater Fishing, Water Skiing, More active than most people in most activities, except hunting**
**Two-thirds white, Asian/Pacific Islanders well represented, majority under 35, U.S. born, and urban**
**South Atlantic and Pacific Coast**
**Regularly like to go to movies, use internet at home, participate in environmental groups, invest, and attend classes, involved as a youth volunteer, into the arts**
**Advocate wilderness preservation for option and existence values**
**Like most Americans feel humans are abusing the earth, we on a course for ecological catastrophe and the balance of nature is delicate**

## Young New England Wind Surfers (0.9%)

**Young New England Wind Surfers (0.9%)**

**Wind surfing, surfing, kayaking, **
**   ****sailing, non-motorized winter activities,**
**   ****diving, snorkeling, rowing and canoeing**
**More active than most Americans in **_**all**_** activities**
**Over 8o5% white; two-thirds male; one half under 25; urban, U.S. born**
**New England and Pacific Coast residents strongly represented**
**Into movies, lifelong learning classes, participate with environmental groups, regularly attend movies, belong to a country club, on the internet and into the stock market**
**Value preserving wilderness, especially for scientific and recreational values**
**More strongly believe environmental crisis is greatly exaggerated, even though we are nearing the earth’s limits**

## The Inactives (22.0%)

**The Inactives**** ****(22.0%)**

**Not very active in outdoor activities, except for a bit of walking, family gatherings, and picnicking**
**55% female, blacks and Hispanic well represented, spread across age groups, mostly urban and U.S. born**
**Spend time with grandchildren, cook at home, regularly attend religious services, collect things like coins and antiques **
**Not much aware of NWPS, show more support for using wilderness for recreation, tourism promotion, and science**
**More strongly believe human ingenuity will insure the earth, humans were meant to rule over nature, humans can control nature, and the environmental crisis is exaggerated**

## The Noreaster Musclers (6.2%)

**The Noreaster Musclers ****(6.2%)**

**Cross-country skiing, rowing, kayaking, canoeing, downhill skiing, sailing, backpacking, snowboarding, and fishing**
**They don’t hunt, but are active in most other activities**
**Somewhat more male than female, white and Asian/Pacific Islander, young to middle aged (not seniors), urban, from New England, Prairie, Mountain and Pacific states**
**Members of conservation groups, use the internet at home, attend concerts, have vacation property, invest, belong to a country club**
**2/3 aware of wilderness; back preservation, not use**
**More belief that we are abusing the earth, the balance of nature is delicate and we may be heading for disaster**

## The Thrill Seekers (8.3%)

**The Thrill Seekers ****(8.3%)**

**Waterskiing, jet skiing, rafting, snowmobiling, **
**	****snowboarding, motorboating, downhill skiing, **
**	****driving off-road, rowing and canoeing**
**Very active across a large number of activities**
**Equally male/female, white and American Indians well represented, two thirds under 35, almost all born in the U.S., from Plains states**
**Youth volunteers, belong to a country club, use the internet, attend movies, watch sports on TV, gather with friends and neighbors**
**Wilderness is a recreation resource, but also important for protecting wildlife and water quality**
**Balance of nature is delicate, humans are abusing the earth, and a disaster is looming**

## The Take it Easies (25.3%)

**The Take it Easies ****(25.3%)**

**Sightseeing, driving for pleasure, picnicking, visiting historic sites, family gatherings, visiting nature centers, and walking**
**They don’t ski, view/photograph, hunt, or fish**
**More female than male, Blacks and Asian/Pacific Islander well represented, all ages, all regions**
**Attend cultural events, go to movies and church, raise children and spend time with grandchildren, use the internet, and eat out**
**Less aware of NWPS, lean toward using rather than preserving wilderness, except for water and air quality**
**Believe humans can insure the liveability of the earth and the environmental crisis is exaggerated**

## A SUMMARY OF TRENDS AND ENVIRONMENTAL ATTITUDES

## OVERVIEW OF RECREATION TRENDS IN THE U. S.

**That percentage translates into approximately 206 million people over age 15 participating in one or more of the 77 outdoor activities in the survey.**
**Walking continues to be the single most popular of activity, although birding and a few other activities are growing fast and are joining the ranks of activities Americans most favor.**
**Following birding a number of activities are growing at various rates, such as hiking, which grew 196%, or swimming in natural waters at 64% for the period of 1983-2001.**
**The composition of fast growing activities indicate a rapid rise in popularity of viewing/learning, trail, motorized, camping and snow skiing activities.**

_**OVERVIEW OF RECREATION TRENDS IN THE U. S.**_

## OVERVIEW OF ENVIRONMENTAL ATTITUDES IN THE UNITED STATES

**There apparently are many more Americans who believe, than there are who don’t believe, that we are significantly impacting the natural environment and may be heading for a major environmental catastrophe.**
**Fewer believe that our science and ingenuity will overcome our impacts or that we were meant to rule over nature.**
**Over 80% of Americans believe that the earth is fragile and that humans are upsetting its balance.**
**Much lower percentages believe that humans have the right to dominate nature and that our impacts have been exaggerated.**

_**OVERVIEW OF ENVIRONMENTAL ATTITUDES IN THE UNITED STATES**_

## SOME HOPEFULLY INFORMED PROGNOSTICATIONS

**The rising proportions of the U. S. population who are Hispanic, Black, Asian/Pacific Islander and born in another country will result in shifts in the type of participation in and attitude toward outdoor recreation**
**The rise in proportion of the population which lives in urban areas will affect recreation participation, but not environmental opinion**
**Rising median age and proportions in older age groups will moderate demand growth in some outdoor activities and move environmental opinion a bit toward earth over humans**
**Continued increases in incomes will likely result in overall increases in recreation participation and a greener environmental attitude**

## SOME SUMMARY POINTS

**Population is growing and its makeup is changing**
**Demand for most activities is growing, especially for trail and viewing/learning—ideal for emphasis at CDAs **
**People value our public lands for much more than just recreation, protection comes first, amenities next, last are outputs (e.g., timber or other raw materials)**
**People support having a system of Congressionally Designated Areas, in fact they would support expanding the system**
**Level of support, knowledge of the system, and visitation at CDAs vary by level of engagement in some outdoor activities, with enthusiasts rating highest**

## 	MORE SUMMARY POINTS

**Natural scenery, trails, interpretive programs and recreation facilities rate highest in satisfaction by users of CDAs**
**Closeness and convenience, ability to bring pets and accessibility for disabled rated lowest in satisfaction among users**
**We have segmented the public based on recreation activity choices. This allows targeting of groups for more effective marketing and communications**
**Most Americans express a concern about the natural environment and thus the condition of public lands. This is an important link for messaging**
**Demand is likely to continue into the future, after the shock waves of September 11 have subsided**

## SOME POINTS TO PONDER

**Yours is a heavy responsibility. CDAs are an important American resource, owned by the people of this Country held by you in a trust of stewardship**
**Your job includes being as informed as you can be of the positions of the “Stockholders” of this vast and rich national resource—KNOW THE DATA**
**Limiting your data to on-site surveys and “conventional wisdom ignores the vast majority of the CDA System’s owners, **_**the public**_** most of whom likely will never show up—USE HOUSEHOLD SURVEYS ALSO**
**Use the tools of the social sciences--surveys, segmentation, marketing principles, and customer service liberally--DON”T GUESS**

## CONGRESSIONALLY DESIGNATGED NATIONAL AREAS

**USING SOCIAL SCIENCE AND MARKET RESEARCH TO MORE EFFECTIVELY PROMOTE AND MANAGE CDAs**

- Ken Cordell, Project Leader, Outdoor Recreation and Demographic Research

## Asking About Travel Plan Changes Resulting from September 11

**How many vacation or recreation trips away from home did you take last year?  _______ No.**
**How many vacation or recreation trips away from home do you plan to take this year?  ______  No.**
**The plane highjackings of September 11 have caused some people to postpone or cancel travel plans. Have you postponed or cancelled any vacation, recreation trip or outing plans as a result of Sept 11?  (Y/N)**
**	****(If Yes, ask Q 4; if No, skip Q4.)**
**4.****	****As a result of September 11, is your recreation or vacation travel in the next 12 months likely to be:**
**	****	****a. The same amount as I had planned before Sept 11 (ask Q 5)**
**	****	****b. Less than I had planned (ask Q 5)**
**	****	****c. I won’t travel at all, although I had planned to **
**	****	****d. Uncertain/don’t know (ask Q5)**
**5.****	****Which statement best describes your recreation or vacation travel destinations for the next 12 months?**
**	****	****a. Same destinations as I had planned before September 11**
**	****	****b. Different destinations closer to home than the ones I had planned before September 11 (ask Q6)**
**	****	****c. Different destinations as far from home, but ones I consider safer than ones I had planned to go to ****	****before September 11 (ask Q6)**
**Are any of these different destinations likely to be national forests, state parks or similar areas?**
**	****	****(Y/N)**

## NSRE

_***NSRE***_

***NATIONAL SURVEY ON RECREATION AND THE ENVIRONMENT***
***SINCE 1960***
_***THE UNITED STATES’ ON-GOING NATIONAL RECREATION SURVEY***_