United States

Department of

Agriculture

Forest Service

Pacific Southwest

Research Station

General Technical

Report

PSW-GTR-222

June 2009

Serving Culturally Diverse

Visitors to Forests in

California: A Resource Guide

Nina S. Roberts, Deborah J. Chavez, Benjamin M. Lara, and

Emilyn A. Sheffield
Authors

Nina S. Roberts is an assistant professor, San Francisco State University, 1600

Holloway Ave., HSS 307, San Francisco, CA 94132, nroberts@sfsu.edu. Deborah

J. Chavez is a supervisory research social scientist, U.S. Department of Agriculture, Forest Service, Pacific Southwest Research Station, 4955 Canyon Crest Dr.,

Riverside, CA 92507, dchavez@fs.fed.us. Benjamin M. Lara is a graduate of the

Master’s program, San Francisco State University, Recreation, Parks and Tourism,

blara@fs.fed.us. Emilyn A. Sheffield is a professor, California State University,

Chico, CA 95929, esheffield@csuchico.edu.

The Forest Service of the U.S. Department of Agriculture is dedicated to the

principle of multiple use management of the Nation’s forest resources for sustained yields of wood, water, forage, wildlife, and recreation. Through forestry

research, cooperation with the States and private forest owners, and management of the national forests and national grasslands, it strives—as directed by

Congress—to provide increasingly greater service to a growing Nation.

The U.S. Department of Agriculture (USDA) prohibits discrimination in all its

programs and activities on the basis of race, color, national origin, age, disability,

and where applicable, sex, marital status, familial status, parental status, religion,

sexual orientation, genetic information, political beliefs, reprisal, or because all or

part of an individual’s income is derived from any public assistance program. (Not

all prohibited bases apply to all programs.) Persons with disabilities who require

alternative means for communication of program information (Braille, large print,

audiotape, etc.) should contact USDA’s TARGET Center at (202) 720-2600 (voice

and TDD).

To file a complaint of discrimination write USDA, Director, Office of Civil Rights,

1400 Independence Avenue, S.W. Washington, DC 20250-9410, or call (800) 795-

3272 (voice) or (202) 720-6382 (TDD). USDA is an equal opportunity provider and

employer.
Abstract

Roberts, Nina S.; Chavez, Deborah J.; Lara, Benjamin M.; Sheffield,

Emilyn A. 2009. Serving culturally diverse visitors to forests in California: a

resource guide. Gen. Tech. Rep. PSW-GTR-222. Albany, CA: U.S. Department

of Agriculture, Forest Service, Pacific Southwest Research Station. 76 p.

The national forests of California are experiencing an increase in new visitors yet,

in some areas, a continued lack of ethnic diversity persists. In addition, changing

demographics has led to a need for keeping up with trends while also being aware

of constraints to visitor use. Knowing how to serve culturally diverse visitors in

ways that are innovative and inclusive entails broadening the base of support. This

resource guide was compiled from comprehensive research reports, statewide

program and services documents, outreach and civic engagement plans, and Internet

searches of other applicable resources. Numerous materials are provided, best

practices are noted, and tips on practical application (“tips worth trying”) are

offered. Highlights of research findings are included, along with strategies and

possible management options relating to communication, services and facilities,

developing partnerships, and ideas for community engagement and outreach.

Keywords: Cultural diversity, recreation management, outdoor recreation, best

practices, forest use.
Contents

1 Introduction

1 Why This Resource Guide Is Important

1 Intent of This Resource Guide

2 Getting the Most Out of This Resource Guide

3 California Trends and Facts

3 Lifestyles, Landscapes, and Leisure: Connecting the Forest Service to an

Urban California

5 The Demographics of California—More People, Living Longer,

Richer Diversity

8 Keeping Up With California

9 Getting Into the Outdoors, California Style

13 Volunteerism as Recreation Is Growing in Importance

14 Changes and New Directions on the Horizon

15 Become a Trend Watcher for Your Forest

17 Why Some Ethnic Minorities Don’t Visit Forests and Parks:

Understanding Constraints to Outdoor Recreation Participation

17 Why This Is Significant. Why It Matters

18 How to Make Good Use of This Information

18 Sample Constraints

19 Communicating With Diverse Groups

20 Language Preferences for Latinos

20 International Symbols

21 Information Once Visitors Are Onsite

22 Language Preference for Koreans

22 Language Preference for Asian Americans in the San Francisco Bay Area

23 Getting the USFS Message Out

24 Eco-Teams on Southern California

25 The Forest Information Van

26 Southern California Forests Campaign: “Bienvenidos a la Campaña Forestal

Del Sur de California”

26 Three Forests Interpretive Association

27 Diversifying Access to and Support for the Forests

27 Bienvenidos! A Guide to Serving Spanish-Speaking Visitors in the

Intermountain Region
28 Unlocking the Barriers: Keys to Communicating With Underserved

Customers

29 Facilities and Services That Californians Expect

29 Development Preferences Research

29 Activity Preferences Research

30 Visitor Group Characteristics Research

31 Sierra Summit Educational Snowsports Program

31 Aquatic Ecosystem Education Program

32 Riparian Sign Development

33 Service Quality of Programs

33 Recreation in the Sierra Nevada

34 San Francisco Bay Area Open Space

36 Augustus F. Hawkins National Park in Los Angeles

37 FamCamp®

39 Multicultural Education

40 Hispanic American Recreation at Two Corps Lakes in Texas and California

41 African American Recreation at Two Corps Projects

42 Managing for Ethnic Diversity: Corps Facility and Service Modifications

43 National Environmental Education and Development Program

44 Spanish Translation of Wilderness “Views” Module

44 Camping Book for the Spanish-Speaking Community

45 Partnerships/Relationships

45 Finding Common Goals and Values

45 Initiating and Maintaining Partnerships

46 Asian Pacific Americans Career Enhancement in the USFS

47 Crissy Field Center

48 WildLink (Yosemite Institute)

49 Cultural Resources Diversity Internship Program (National Park Service)

50 Minority Youth Education and Employment Program, Santa Monica

Mountains (National Park Service)

51 Enhancing Diversity Within Environmental Organizations

52 Student Conservation Association

53 Civic Engagement: Outreach and Community Connections as a Catalyst

 for Change

53 Forming Meaningful Connections

53 The “I” Triad of Inclusion

53 Central California Consortium
54 Northern California Consortium

54 Southern California Consortium

55 A USFS Toolkit for Equal Participation

56 Outreach Services Strategies for All Communities

57 Urban Connections (USFS Region 9)

57 Youth Service California

58 The City Project

59 Outdoor Outreach

60 Ways to Integrate Civic Engagement Into Everyday Business

61 Civic Engagement in the National Park Service

62 Community Outdoor Outreach Program (CO-OP)

62 Other Available Resources

62 Recreation Visitor Research: Studies of Diversity

64 References for Ethnic Diversity (U.S. Army Engineer Research and

Development Center)

64 Ethnic Diversity and Recreation Participation at Corps Sites

65 Diversity in the National Park Service

68 Minority Outreach in State Fish and Wildlife Agencies

69 Minorities in Agriculture and Natural Resource and Related Science

70 Center for Diversity and the Environment

70 Acknowledgments

71 References
Executive Summary

The Forest Service has always been an agency with deep roots in social sciences.

For more than 45 years, social scientists have studied participation rates and experiences of ethnically diverse groups at outdoor recreation areas. From these studies,

they have developed research, theory, and practices for managing outdoor recreation

areas as we know them today. Many issues and varied experiences have been explored and, to a large extent, goals have been set to overcome barriers and constraints to using these recreation areas for such diverse groups. What is the best way

to both preserve and share the forests in California? Reaching out to a continuously

changing population through education and engagement, as well as cultivating

mutual respect and understanding are key ways to proceed.

Despite demographic shifts across the state, and the Nation, racial and ethnic

group members and people from lower socioeconomic backgrounds remain

underrepresented among visitors to public lands. How nature and the outdoors are

appreciated or experienced differs across cultures. We must therefore continue to

understand what people care about and why, as well as how forests are viewed,

valued, and being used by our changing communities.

This resource guide is the first of its kind in the Forest Service and consists of a

multitude of ideas and materials for use and implementation by managers as well as

staff who work in the field. It can also be used by academicians to encourage

additional research in cultural diversity. The vision and ideas for the contents of this

resource guide were derived from several professionals and scholars with knowledge

and experience in serving culturally diverse visitors. Bridging the gap between

research and practice, each section provides targeted research results and practical

suggestions about how these results can be implemented by Forest Service managers. The guide does not need to be read cover to cover or in any particular order.

Managers and field staff are encouraged to refer to those sections where they think

the greatest value can be obtained. The guide is designed to be a flexible tool and

should be modified to meet specific needs depending on goals, intentions, and

audience. Here are a few highlights of considerations and options offered:

Communication

• Language preferences and styles for culturally diverse visitors can be both

a barrier and an opportunity. What messages are you sending and how?

• Provide translated materials in Spanish whenever possible (especially in

forests with Latino visitor populations). Multilanguage literature may be

needed depending on visitor groups.

What is the best way

to both preserve

and share the forests in California?

Reaching out to a

continuously

changing population

through education

and engagement,

as well as cultivating mutual respect

and understanding

are key ways to

proceed.
• Use international symbols that are easily understood across cultures

(restrooms, horse trail, picnic areas, hikers, etc.).

Facilities and Services

• Research indicates many ethnically diverse groups prefer to recreate in

outdoor areas that include developed sites having picnic tables, grills, trash

cans, flush toilets.

• Hire multilingual rangers and individuals with strong cultural competency

skills. Provide ongoing training to all staff.

• “Audit” your existing facilities, programs, and services to evaluate what is

going on, what’s working, what’s not, and what needs to change and why.

Partnerships

• Conduct an inventory at your site–What works? Who’s missing?

• Maintain long-term, tried and true relationships with various partner

organizations but also consider the untapped groups that can fill ethnic and

cultural gaps.

• The more ethnically diverse organizations and agencies you partner with,

the broader the support for conservation, education, outdoor/natural resource recruitment options for careers, stewardship and legislation, and

public land management overall.

• Transportation continues to be a constraint for diverse visitor groups.

Cultivate a champion to sponsor a van or minibus to assist with local

community access to your forest. Research shows people will use this

service if it is provided.

Civic Engagement/Outreach

• Expand education agenda by engaging academic institutions of higher

learning, minority-serving colleges/universities (including community

colleges) and other educational organizations for public relations, student

interns, research, and evaluation expertise.

• “California Consortium”–Call on the three Forest Service funded outreach

and recruitment programs in the Northern, Central, and Southern areas of

California. Active and intentional, these programs target ethnic minority

youth and/or adults in that region and include education, recreation, and

internships/career development.

• Talk with the leadership in churches and other faith-based institutions about

how best to connect with locals in your area.
• Engage with community centers in hard-to-reach communities.

• Consider developing youth/peer/young adult leadership model(s). Explore

best practices and successful measures of existing programs that work with

ethnically diverse youth across the state and country.

• Consult with trusted and reputable ethnic minority leaders in your area

regarding how best to engage your communities of interest.
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Serving Culturally Diverse Visitors to Forests in California: A Resource Guide

Introduction

Why This Resource Guide Is Important

We live and work among and are deeply connected to a variety of beautiful mountains, streams, rivers, lakes, meadows, wetlands, and wildlife that make up our

natural environment that we cherish and value. Across the country, communities

are engaging in efforts to both enjoy and protect our forests and other treasured

natural resources and the quality of life they provide. Yet not all people truly attain

the benefits and enjoy these outdoor areas equally. More than 45 years of research

continues to show that people from culturally diverse backgrounds are not using the

national forests and other public lands in numbers representative of the populations

within the market areas. Not all people feel comfortable and safe in, have access to,

maintain strong and positive ties with, or have knowledge about these natural areas

and what to do on them. We must continue to understand what people care about

and why, as well as how forests are viewed, valued, and being used by a changing

public.

National forests and parks should be managed for all Americans to learn about,

appreciate, and enjoy the natural environment and cultural resources. It is essential

to remain relevant to current and future generations and encourage everyone to

appreciate and support these wild places. United States Forest Service (USFS)

managers have an opportunity to take several decades of research on participation

and constraints to participation on public lands by diverse groups and design management practices, policies, and incentives to remove such barriers and enhance

participation reflective of our changing communities. Although many great new

programs and projects have surfaced over the years, we are now facing a new era

of natural resource management. It includes new expectations of stewardship of our

public lands, and we must also become more mindful of our role in cultivating the

relationship between a constantly changing diverse public and our national forest

lands. This guide focuses on serving the culturally diverse publics of California.

Intent of This Resource Guide

The intent of this guide is to assist the 18 national forests in California (Region 5)

to address “serving our future” by investing in our facilities, programs, and services

as demographics continue to shift. The resources and ideas provided in this document are meant to seamlessly integrate into existing work in the region. As these

ideas and opportunities are implemented, they can contribute to enhancing forest

infrastructure and providing meaningful measures of service. Putting these into

This guide focuses

on serving the

culturally diverse

publics of California.
2

GENERAL TECHNICAL REPORT PSW-GTR-222

practice can also contribute to the civil rights goals of the region by leading to

collaboration and potential partnerships both internally and externally. In this

document, we include examples of key research from which to base our assertions;

in addition, we include models and many “best practices”1

 that exist in California

and across other areas of the United States. We expect this document will also be

used by academicians. It provides research ideas and encourages additional research

in cultural diversity.

Getting the Most Out of This Resource Guide

This resource guide consists of a plethora of ideas and materials for use by managers as well as staff who work in the field. The guide is organized and arranged into

four main sections:

• Trends and “fast facts” about demographic changes in California and in

outdoor recreation use, attitudes, and opinions, as well as travel and tourism

data.

• Sample constraints to participation and barriers to visits to forests and other

public lands by diverse groups.

• Results from sample research studies and management strategies and

implications for communication, facilities and services, partnerships, and civic

engagement or outreach.

• Additional resources of potential interest that may be of value to Forest Service

professionals but may not fit neatly into any of the aforementioned categories.

This arrangement is meant to make the guide easy to follow and offers Forest

Service personnel an at-a-glance look at the information as well as more indepth

details indicating where additional information can be obtained. Various terms are

used throughout this document to refer to groups with low visitation rates to public

lands. These include underserved, underrepresented, and underprivileged. We use

the term “underrepresented” in our introductory statements but we have not

changed the terminology used by the programs and organizations mentioned

throughout this resource guide.

The guide offers tools for practical application, and such segments, where

incorporated, are noted as “Tips Worth Trying.” Managers are encouraged to use

1

 In this paper, best practices refer to innovative, dynamic practices, creative applications

of ideas and strategies, and often the latest tools used by managers and field staff to ensure

California forests and outdoor recreation areas meet the needs of all Californians and are

managed as efficiently and effectively as possible.

The guide offers

tools for practical

application, and

such segments,

where incorporated, are noted as

“Tips Worth Trying.”
3

Serving Culturally Diverse Visitors to Forests in California: A Resource Guide

the information as they see fit and modify to meet local or specific needs. The

resource guide does not need to be read cover-to-cover, nor does it need to be

reviewed in any particular order.

Depending on any given forest plan, the guide may help to answer important

questions and provide valuable ideas and solutions to some of the most pressing

community engagement challenges that managers may face. Understanding who

the “culturally diverse” audiences are in specific forest areas is a fundamental

beginning. Learning how local communities and visitors to forests value and enjoy

public lands is essential. Understanding priorities, needs, and interests across

cultural groups may facilitate the building of new relationships. The guide offers

examples of how USFS Region 5 managers and field staff can enhance communitybased efforts.

California Trends and Facts

Lifestyles, Landscapes, and Leisure: Connecting the Forest

Service to an Urban California

Managers might ask about Californians: “Are they young, hip, urban,

outdoorsy?” “What recreation activities are Californians into—are they

all surfers or Birkenstock wearers? Hikers, mountain bikers, and golfers?”

California. The golden state. Mention “California” and people immediately

think of sunny beaches and palm trees. They also think of world-class entertainment, cutting-edge technology, and great cities. Some think of skiing, redwoods,

and the Sierra Nevada.

California is a real place and also a state of mind. It has loomed large as an

American icon for more than a century and a half. Land of nature’s superlatives,

California has:

• Mount Whitney, the highest point in the contiguous United States.

• Death Valley, the lowest point in the United States.

• The Monterey Marine Sanctuary, the largest marine sanctuary in the

United States.

• San Francisco Bay, the west coast’s largest natural harbor and estuary.

• Sequoia, bristlecone pine, and California redwood, respectively, the largest,

oldest, and tallest living things in the world.

• Yosemite Falls, the Nation’s highest waterfall.

Sources: California Travel and Tourism Commission (n.d.) and Stienstra (2007).
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GENERAL TECHNICAL REPORT PSW-GTR-222

California’s people are similarly varied and superlative. Of all the states in the

United States, California has the:

• Largest population.

• The largest number of elementary-aged children and high school-aged youth.

• The largest number of people over the age of 65.

• The county (Los Angeles) with the largest Hispanic, Asian, and American

Indian/Alaska Native populations.

• The counties with the second largest Black, Native Hawaiian/other Pacific

Islander, and Asian populations.

Sources: U.S. Census 2005, 2007.

California’s natural resource professionals find their work at the intersection of

vast natural resources, vibrant cultural diversity, and plate tectonics. The latter adds

a parade of earthquakes, landslides, and uplifts to the mix. Floods and wildfires add

to the natural disaster scenario that challenges the state’s infrastructure and leadership on a more-or-less continuous basis. Blessed with abundant natural resources

that range from neighborhood parks to national icons, California has millions of

acres of parks, forests, and public lands. There are thousands of natural places to

connect with friends and family, enjoy outdoor recreation, and learn about nature.

The national forests are part of a system of public parks and protected natural areas

that are visually spectacular, economically vital, ecologically critical, recreationally

active, culturally significant, and emotionally profound. California’s national

forests provide outdoor recreation experiences for millions.

Values about nature and natural places have changed as the population has

grown larger, more urban, and more diverse. While some invest themselves ever

more fully into their outdoor recreation pursuits, others find it difficult to surmount

barriers to enjoying the outdoors more often. Our recreation and entertainment

choices are shaped by and, in turn, shape our identities as individuals and group

members. Californians continue to invent new forms of outdoor recreation, discover new tourism destinations, and learn more about the world beyond our neighborhoods and communities through new technology and new media.

California’s strength is in all her resources—

It is beyond the scope of this brief overview to address all the demographic and

lifestyle trends that are transforming California. Instead, in this brief introduction,

five key demographic trends provide a sense of how California is changing; five key

lifestyle trends provide a context for the demographic data; and five outdoor recreation trends provide a gauge to current and future activities on California’s national

Values about nature

and natural places

have changed as

the population has

grown larger, more

urban, and more

diverse. While some

invest themselves

ever more fully into

their outdoor recreation pursuits,

others find it difficult to surmount

barriers to enjoying

the outdoors more

often.
5

Serving Culturally Diverse Visitors to Forests in California: A Resource Guide

forests. These trends are not uniformly reflected across the cultural or geographic

diversity of the state and all do not impact California’s national forests equally.

Each, however, informs the larger policy context for a changing California and is,

therefore, extremely important.

The Demographics of California—More People, Living Longer,

Richer Diversity

The California of the future will be quite different from that of the past. The state

will experience more growth at either end of the lifespan with more children and

youth as well as more senior adults. California will be more culturally diverse, and

there will also be more new Californians through continued immigration. When the

California economy is strong, inter-state migration will increase adding another

source of population growth. There will be an increase in Latino and Asian values

and vision as these two cultural groups increase in size and influence. By 2020,

Latinos will be the largest percentage of every age group except for senior adults

(California Budget Project 2008). Although growth will occur statewide, it will be

concentrated in southern California, the Inland Empire, and the Central Valley.

More people are calling the golden state “home”—

One in eight Americans call California home. Although California’s historically

high rates of growth have mellowed into a more modest 1.1 to 1.2 percent annually

in recent years, the state is still projected to add 1.3 million people during the 3-

year period between 2008 and 2010 (California Legislative Analyst, n.d.). For

context, this is like adding a city the size of Sacramento or Fresno, or Long Beach

each year (California Legislative Analyst, n.d.).

Between 2000 and 2020, the state’s population is projected to increase by 29.4

percent (California Budget Project 2008). California’s population is projected to

pass 40 million in 2013 and 50 million before 2040 (California Department of

Finance 2007). California has millions of culturally diverse residents to serve. To

do so effectively, Forest Service managers, outdoor recreation planners, and agency

leaders (in general) must understand culturally diverse recreation styles, especially

for Latinos, Asians, and recent immigrants.

More Californians are living longer, healthier lives—

The two fastest growing segments of the population, proportionally and numerically, are the 45 to 64 and 65-and-older age groups (California Legislative Analyst,

n.d). In the 3 years between 2008 and 2010, for example, more than a million

Californians will cross the mid-life threshold of 45 as the last of the baby-boomers
6

GENERAL TECHNICAL REPORT PSW-GTR-222

swell this age group. The graying of California will accelerate rapidly starting about

2010 as millions of boomers begin entering the 65-years-and-older age group. The

older segments of the population are more culturally uniform; by 2020, for example, 56.1 percent of all senior adults in California will be White (California

Budget Project 2008).

California’s senior cohort is already the largest in the United States. Between

2000 and 2020, the senior adult population will increase by 75.4 percent statewide.

Many foothill and rural counties, where the national forests are located, will see

their senior populations double (California Department of Aging 2005). Two other

aspects of all these long-lived Californians will bear watching: the number of

“super seniors” (e.g., those over the age of 85) will increase dramatically by 2020,

and the state will have a large cohort of culturally diverse elders.

How will this dramatic aging affect outdoor recreation—

In the past, outdoor recreation participation has dropped significantly after age 65,

but for California’s baby boomers, “the outdoors has been an important extension

of the California lifestyle, and they are likely to carry this attitude forward into

retirement” (California Department of Parks and Recreation 2005). More accessible

infrastructure and opportunities will enable senior adults to continue to engage in

outdoor recreation. This generation will fuel tourism and second-home growth

throughout California for decades to come. Many boomers may shift from active

outdoor recreation to greater involvement in conservation and heritage causes if

opportunities to make a difference are available.

Young Californians may accelerate the rate of change—

More than 26 percent of all Californians are under the age of 18, and 7.3 percent

are under the age of 5 (U.S. Census Bureau 2006b). Nearly 35 percent of

California’s family households have at least one child under the age of 18 (U.S.

Census Bureau 2006a). Will these young Californians become California’s new

nature stewards, or will they simply live in the shadow of some of the state’s most

beautiful forested lands? Will these young Californians experience the joys of camping, hiking, and being with friends and family in forested settings, or will these

experiences remain beyond their reach? Often less physically active than preceding

generations, these youngsters need positive role models and access to active

lifestyles.

More culturally diverse than any previous generation, nearly three-fourths of

today’s youth are concentrated in 10 of California’s 58 counties, and about 56

percent live in 5 southern California counties (California Department of Finance
7

Serving Culturally Diverse Visitors to Forests in California: A Resource Guide

2008). Other fast-growing counties are adjacent to many of California’s national

forests. As the Central Valley increases in population, for example, several million

people will be living within an hour or two of the Sierra Nevada national forests.

A culturally diverse California embraces the future—

No demographic trend is of greater importance to national forest managers and

leaders than the immense growth of cultural diversity. California is home to more

than one-third of the entire U.S. Asian American population and about 30 percent

of all U.S. Latinos and Native Hawaiians or Pacific Islanders. Further, about a

quarter of all the people who selected “two or more races” in the 2000 census hail

from California (California Department of Finance 2002).

The American Community Survey (U.S. Census Bureau 2006a, 2006b)

estimated the following percentages within California’s 36,457,549 residents:

Race Percent

Non-Hispanic White 43.1

Hispanic/Latino 35.9

Asian 12.4

Black/African American 6.7

Persons reporting two or more races 2.4

American Indian and Alaska Natives 1.2

Native Hawaiians or other Pacific Islanders .4

It is reported that Latinos will account for nearly two-thirds of California’s

total population growth between 2007 and 2010 (California Legislative Analyst,

n.d.). Yet, much of our federal outdoor recreation infrastructure (e.g., trails and

trailheads, access points, campgrounds, visitor facilities) was built for White

visitors and may need to be renovated and repositioned to serve the needs of

culturally diverse visitors to California’s national forests.

The number of “Californians by choice” is growing—

An important yet sometimes overlooked element of California’s cultural diversity

involves country of birth. Nationally, 11.1 percent of the population is foreignborn; in California, the percentage climbs to 26.2 percent (U.S. Census 2006b).

More than half are from Mexico, and about a third have arrived from Asian countries (California Department of Finance 2002). Many of these new Californians

speak a language other than English at home. Preoccupied with finding their places

No demographic

trend is of greater

importance to national forest managers and leaders than

the immense growth

of cultural diversity.
8

GENERAL TECHNICAL REPORT PSW-GTR-222

in a new and foreign country, many immigrants use public open spaces for relaxation, for connecting with other immigrants, and to preserve cultural traditions

(Floyd 1999; Lanfer and Taylor, n.d).

Keeping Up With California

Several lifestyle trends provide an expanded context to understand the forces of

change and the opportunities that accompany these changes. California’s lifestyle,

cultural, and experiential diversity will increase as demographic trends accelerate.

What is the role of outdoor recreation, nature-based tourism, and natural resource

conservation in a state with such exceptional natural features and global prominence? How can all Californians become engaged in the mission of the Forest

Service?

Californians love their outdoor lifestyles—

Being outdoors is an important part of the California lifestyle, and national forests are part of an expansive network of local, state, and federal parks, forests,

trails, and open space systems. Eighty-four percent of the Californians polled in

the most recent Comprehensive Outdoor Recreation Plan (CORP) statewide survey said outdoor recreation was an “important” or “very important” contributor to

their quality of life. About 90 percent reported that they visited “a park” in 2002

(California Department of Parks and Recreation 2003). (Note: “Park” in this

research was defined broadly to include federal lands like national forests.)

Urban assets may help to manage the growth—

Throughout the 20th century, both California and the United States grew steadily

more urban and suburban. Today more than 80 percent of the U.S. population lives

in urban and suburban areas. Sprawling suburbs bring urban residents closer to

national forests, and many affluent Californians are establishing primary or secondary residences within California’s forested landscapes and gateway communities.

Accelerating growth in the Central Valley will bring millions of new residents

closer to Sierra Nevada national forests and rural counties. At the same time, urban

renewal and interesting new housing options are transforming central cities. The

emergence of smart growth strategies, the growth of urban and regional planning,

and new entities such as land trusts may enable a growing population to conserve

more of its remaining open spaces and forested landscapes.

Technology connects more people in more ways—

Affordable computers, powerful personal communication devices (e.g., telephones, personal digital assistants [PDAs], laptops), big bandwidth, and wireless
9

Serving Culturally Diverse Visitors to Forests in California: A Resource Guide

communication networks have made digital technology an omnipresent aspect of

contemporary life. Technological advances are creating new forms of outdoor

recreation and enable Californians to go farther faster and in greater comfort than

ever before. Personal communication devices and technology-aided outdoor recreation activities are creating new ways to connect with and experience the great

outdoors (for example, podcasts can be made available for PDAs).

New media and information providers frame the context for nature—

New forms of media, including ethnic media, and new information gatekeepers lie

at the intersection of new technology and the information age. Specialty publications and Web sites cater to the unique interests of millions. Blogs, v-logs (a form

of blogging with video as the medium), and social networking sites support usergenerated content and create new forums for information exchange. At the same

time, there is still a technology gap where many populations are not yet connected

to these electronic modes of communication. New and different opinion leaders

emerge and their commentary frames the context for nature, outdoor recreation, and

entertainment for millions. Lack of information is a common barrier to increased

outdoor recreation participation within culturally diverse communities (Floyd 1999,

Rodriguez and Roberts 2002). Utilizing new media as well as new and credible

information providers will increase the amount of information getting through to

culturally diverse communities in a timely and credible manner.

Time has become the new luxury—

Lack of time is a commonly reported barrier to increased recreation and leisure

participation, and culturally diverse people are more likely to report “lack of time”

and other time-related constraints as barriers to increased participation in outdoor

recreation and leisure (Jackson 2005). Because most people tend to engage in

outdoor recreation activities relatively close to home, the growing urban-wildland

interface is increasing pressures on urban-adjacent forests and open space. With

constantly shifting societal pressures, “time” is a commodity that many people will

continue to use judiciously. Therefore, more people will pursue recreation opportunities closer to where they live.

Getting Into the Great Outdoors, California Style

Although outdoor recreation remains an important part of the California lifestyle, it

is being transformed by increasing urbanization, new technology, and new media

and information providers. There are more opportunities to communicate more

effectively and more often than ever before. And, Californians are constantly

looking for places to connect with nature, friends, and family.

Although outdoor

recreation remains

an important part of

the California

lifestyle, it is being

transformed by

increasing urbanization, new technology, and new media

and information

providers.
10

GENERAL TECHNICAL REPORT PSW-GTR-222

Traditional outdoor recreation and touring activities have expanded to include

adventure activities, wildlife viewing, recreation transportation, nature-based

tourism, and cultural heritage activities. Volunteerism, “voluntourism” or other

forms of community-based stewardship, appear to be an emerging trends in recreation. Several outdoor recreation data sets provide a snapshot of outdoor recreation

in California.

Californians are seeking relaxation, socialization, and natural values from

their outdoor recreation pursuits—

Despite wide variation in outdoor recreation activities, most enthusiasts report

similar motivations. More than half of the respondents to the most recent state-wide

outdoor recreation survey (California Department of Parks and Recreation 2002)

reported these attributes as “important” or “very important” to their outdoor recreation experiences:

• Beauty and quality of the natural setting.

• Being outdoors.

• Being with family and friends.

• Doing something the kids can enjoy.

• Getting away from crowded situations.

• Keeping fit and healthy.

• Reducing tension and getting a change from the daily routine.

• Relaxation.

• Safety and security.

These motivations can inform outdoor recreation planning and messaging

efforts to connect all Californians with their natural resource heritage.

Californians pursue a wide array of activities outdoors—

An amazing 90 percent of polled Californians reported walking for pleasure as a

favorite outdoor recreation activity in 2002 (California Department of Parks and

Recreation 2003). Among the most popular adult or family outdoor activities were

walking, driving for pleasure, visiting historical sites, attending cultural events,

beach/pool activities, visiting museums, picnicking at developed sites, wildlife

viewing, trail hiking, and using open turf areas (California Department of Parks

and Recreation 2003, Cordell et al. 2004). The average number of annual participation days ranged from more than 100 for walking to about 7.5 for visiting museums

(California Department of Parks and Recreation 2003). Some of these activities

include the social recreation elements as a strong value sought by culturally diverse

outdoor recreationists. Projected demand in 2020 for outdoor recreation includes
11

Serving Culturally Diverse Visitors to Forests in California: A Resource Guide

sightseeing, nonconsumptive wildlife viewing, biking, family gatherings, hiking,

horseback riding, rock climbing, walking, and camping (Cordell et al. 2004).

Californians want more amenities when they engage in outdoor recreation—

Although many Californians continue to express a visual and emotional preference

for pristine open spaces, some actually visit more highly developed settings with

more amenities to enhance their recreation experiences (California Department of

Parks and Recreation 2003). Safe access to water recreation, outdoor settings for

larger groups, campgrounds with a wider range of overnight accommodations, more

education and interpretation, more frequent and more varied programs, and more

short trails and nature trails are all examples of the types of recreation infrastructure

that will be valued by a growing and culturally vibrant California.

Californians differ in their outdoor recreation styles and participation

patterns—

Californians differ in the types of outdoor recreation they participate in and in their

recreation styles. Other sections of this resource guide provide details about patterns

and preferences for outdoor recreation activities, outdoor recreation facilities,

communication and information preferences, and other elements of the outdoor

recreation experience. Responding proactively to differences in recreation style may

increase visitation from culturally diverse Californians and provide increased

satisfaction, comfort, and overall enjoyment.

California’s large Latino population has been the focus of most of the recreation style research in California. More than a decade of research by Chavez and

colleagues indicates that Latino outdoor recreationists at federal sites:

• Prefer to recreate in larger groups and prefer forested sites with water features

and amenities to support a day-long, extended-family social outing with

extensive onsite meal preparation.

• Are interested in an outdoor experience with a strong social recreation

component, such as facilities and programs that involve families, programs for

children and youth, and family-oriented entertainment events and festivals.

• Identify stress relief and having a good family experience as the most

important features of a satisfying outdoor recreation excursion.

• Enjoy picnicking, day hiking, camping, and large family gatherings in outdoor

settings.

• Respond to interpersonal communication from multilingual and culturally

diverse staff (California Department of Parks and Recreation 2005, p. 8).

Responding

proactively to differences in recreation

style may increase

visitation from

culturally diverse

Californians and

provide increased

satisfaction, comfort, and overall

enjoyment.
12

GENERAL TECHNICAL REPORT PSW-GTR-222

Two recent studies (Roberts 2007, Winter et al. 2004) provide insight into the

recreation patterns and preferences of Asian Americans in the San Francisco Bay

Area. Four Asian American ethnic groups (Chinese, Japanese, Korean, Filipino)

and their uses of the Golden Gate National Recreation (GGNRA) area were the

focus of the Winter et al. (2004) study. Findings revealed:

• Going to a park or beach (presented as two different choices), walking/hiking

on a trail, picnicking, and driving for pleasure, were the top five outdoor

recreation activities overall.

• Motivations for visiting natural areas included beautiful scenery, the smells and

sounds of nature, feeling close to the land, better appreciating nature, and

doing something with family.

• Constraints for Asian Americans included not knowing who to ask for

information, being too busy with work or family, lack of public transportation, equipment cost, language barriers (i.e., some Latino and some Asian

communities), and lack of knowledge about where to go at GGNRA.

• Interethnic group comparisons revealed noticeable variations between the four

ethnic subcategories.

Recent focus group research by Roberts (2007) explored the outdoor recreation

experiences and perspectives of nearly 100 culturally diverse Bay area residents. A

total of nine focus groups were conducted, two of which included a total of 24

Asian/Pacific Islander participants from San Mateo County or the city of San

Francisco. Key findings included:

• Appreciation of the health benefits (mental and physical) of nature.

• Enjoyment of outdoor recreation activities including walking/hiking, jogging/

running, playing with children in parks, reading in parks, family picnics, and

exploring green spaces.

• Indication that little was known about GGNRA and the locations of GGNRA

sites.

• Lack of time, lack of companions, and lack of information were frequently

reported barriers to park access, and concerns about park cleanliness (or lack

of the same) were also noted as barriers.

• Agreement that park employees did not represent the racial/ethnic makeup

of their communities, but this factor was not identified as a major barrier to

visitation.

• Ethnic print media, posting information in community gathering places, and

targeting children and schools were mentioned as good ways to communicate

with the Asian communities.
13

Serving Culturally Diverse Visitors to Forests in California: A Resource Guide

Several studies have identified the outdoor recreation patterns and preferences

of immigrants. For example, Floyd (1999), Lanfer and Taylor (n.d.), and Winter

et al. (2004) identified several key findings from the larger body of research as

follows:

• Recent immigrants tend to recreate with family groups. Second and later

generations often pursue recreation with friends.

• Immigrants often look to their recreation and leisure time to help maintain

cultural traditions and to connect with other immigrants for mutual support

and information sharing.

• The Latino emphasis on family and family values is maintained across generations and does not seem to diminish with increased time in the United States.

Outdoor recreation and nature-based tourism are important elements of

California’s tourism portfolio—

California has a $30 billion tourism industry that supports 924,100 jobs statewide

in arts, entertainment, recreation, accommodations, and food services (California

Travel and Tourism Commission 2008). Outdoor recreation and nature-based

tourism are important components of this large and growing industry segment.

Special marketing efforts for California snow sports, many set on national forest

lands, help to ensure that California’s tourism industry retains year-round vibrancy.

In recent years, the state destination marketing organization has worked to

counter negative media coverage of California wildfires and helped television

partners to showcase the Pacific Coast Highway as part of a national “America the

Beautiful” series. California Road Trips (formerly California Drives) was redesigned to highlight “varied and unique experiences” including many scenic byways

that traverse national forests. For many of the California Welcome Centers, national

forests provide the visual background and outdoor recreation infrastructure

needed to keep their gateway communities humming. More than 80 percent of

the California tourism industry is fueled by Californians traveling within the state,

so the growing cultural diversity of this state is, therefore, likely to be reflected

throughout the state’s tourism areas in future years (California Travel and Tourism

Commission 2008).

Volunteerism as Recreation Is Growing in Importance

Community-based stewardship and public land volunteerism is not systematically

tracked in the national or state outdoor recreation data sets, but some evidence

suggests this form of outdoor recreation activity is on the rise. Research by Farrell
14

GENERAL TECHNICAL REPORT PSW-GTR-222

(2003) revealed that 84 percent of the respondents to a survey on communitybased stewardship programs at the Golden Gate National Parks consider their

volunteerism to be a form of recreation. Stewards were also involved in other

forms of active outdoor recreation including hiking, running, and walking. Themed

days and special events (e.g., Coastal Cleanup, Public Lands Day, National Trails

Day) are increasing the visibility of volunteering on public lands. New organizations and communication tools are helping to support increased involvement from

new and different groups. Because this form of outdoor recreation enhances both

lives and landscapes, Forest Service managers and other agency leaders can look

for opportunities to offer and support high-quality volunteer experiences for

visitors to national forests.

Changes and New Directions on the Horizon

Outdoor recreation and nature-based tourism in California will continue to be

important parts of the California lifestyle. And, the historical outdoor recreation

activities will expand to include new activities. The relatively uniform profile of

current national forest visitors will expand as more culturally diverse visitors come

seeking a variety of benefits of nature and natural systems. New gateways to involvement and new information gatekeepers can be tapped to connect Californians

to their national forests.

By understanding the forces and trends driving change, we can become more

inclusive and intentional in our efforts to add value to people’s lives and to engage

them as co-workers in conservation stewardship of the natural and cultural resources managed by the Forest Service in California. Through partnerships and

alliances with the organizations, associations, and individuals that make up the

leading edge of change, we can discover new ways to align our respective missions

to better serve the people of California by protecting the land that sustains all of us.

Become a Trend Watcher for Your Forest

Remaining informed and proactive about California’s changing demographics and

lifestyle trends will help you help the Forest Service achieve its mission. It will

also provide new and important benefits to the ultimate owners of the lands, the

citizens of the United States. Several resources are identified here to help you get

started and offer ideas for how to use this information including what you can do.

All are available online.

By understanding

the forces and

trends driving

change, we can

become more inclusive and intentional

in our efforts to add

value to people’s

lives and to engage

them as co-workers

in conservation

stewardship of the

natural and cultural

resources managed

by the Forest Service in California.
15

Serving Culturally Diverse Visitors to Forests in California: A Resource Guide

Outdoor recreation—

The California Department of Parks and Recreation manages the statewide Public

Attitudes and Opinions Survey on Outdoor Recreation survey. The survey is updated

every 5 years; new data will be available in late 2008 or early 2009. The most recent data are from 2002 (released in 2003) and available online from the California

State Parks Planning Division Web site. Two other publications from the California

State Parks Planning Department summarize trends and benefits data that might

help you better position your outdoor recreation offerings. All three reports can be

retrieved from the Planning Department Web site http://www.parks.ca.gov/

?page_id=23880

The U.S. Fish and Wildlife Service releases a national survey every 5 years

on hunting, fishing, and wildlife-associated recreation. The most recent national

profile was compiled from data collected in 2006. Reports on individual states are

also available. The national report can be retrieved from http://library.fws.gov/

nat_survey2006_final.pdf

Two of the USDA Forest Service research stations provide trend data on

California’s national forests. The Pacific Southwest (PSW) Research Station Web

site provides a link to recent research reports and a way to subscribe to the recreation research newsletter http://www.fs.fed.us/psw/programs/recreation. PSW has

also compiled two general technical reports on culturally diverse recreation in

California. Both are described in other sections of this resource guide and can be

found on the PSW Web site listed in the above paragraph.

The Southern Research Station also provides trend data on California’s national

forests through an interactive database on all national forests. Region-wide data as

well as information for each national forest can be retrieved from http://

www.srs.fs.usda.gov/trends/RECUPDATES/region5.html.

Tourism—

Are you curious about how tourism works in your area? Two publications from

the California Travel and Tourism Commission (CTTC) can help you understand

who is coming and how their visitation influences your area. California Tourism

Fast Facts is an annual compilation of tourism-related statistics. The information

is organized around the 13 travel regions in the state. It is available from the CTTC

Web site http://www.visitcalifornia.com/AM/

Template.cfm?Section=California_Statistics_and_Trends&Template=/TaggedPage/

TaggedPageDisplay.cfm&TPLID=6&ContentID=6675.
16

GENERAL TECHNICAL REPORT PSW-GTR-222

The CTTC also commissions research annually to estimate the economic

significance of tourism on a county-by-county basis. A report is released each

spring and includes expenditure data by sector and type of accommodation.

Current-year projections help to offset the 15-month data lag (e.g., the 2009 report will include data through calendar year 2007). The combined statewide report

is available from CTTC links to an interactive Web site for reports on individual

counties.

Professional association and publication trend scans—

Two professional associations offer trend scans as a membership service. The

National Recreation and Park Association and the California Parks and Recreation

Society mine trend data from a wide variety of sources for use by park and recreation managers. Contact the organization for membership rates or if you want to see

a recent copy of one of their reports. Their Web sites are http://www.nrpa.org and

http://www.cprs.org.

Demographic reports—

National—

Two publications from the U.S. Census Bureau provide excellent overviews of the

changing demography of the United States. They reflect 2000 census data and help

provide the context for many contemporary trends. Census 2000: Mapping Diversity

includes the oft-cited “Diversity Index” as well as a wealth of indicators and statistics about cultural diversity throughout the United States. The report’s many graphs

and charts help readers to better envision the statistics. This report can be retrieved

from the Census Bureau Web site http://www.census.gov/population/www/cen2000/

atlas/index.html. The second publication is a summary of demographic trends in

the 20th century. Many of the charts and illustrations reveal the decade-by-decade

unfolding of a century of change. This publication is also available from the Census

Bureau Web site http://www.census.gov/prod/2002pubs/censr-4.pdf.

California—

Two concise and well-written overviews of California’s changing demographics

are available from the California Budget Project and the California Legislative

Analyst’s Office. The 2005 Budget Backgrounder charts change through 2020

(California Budget Project 2008). The nine-page briefing paper can be retrieved

from the California Budget Project Web site: http://www.cbp.org/publications/

pub_statebudget.html. A shorter term, 3-year compilation of data and projections

between 2008 and 2010 was prepared by the Legislative Analyst’s Office. The
17

Serving Culturally Diverse Visitors to Forests in California: A Resource Guide

section on demographic change is most relevant to the themes of this resource guide

but the entire document is informative. Retrieve the file from http://

www.lao.ca.gov/analysis_2008/2008_pandi/pandi_08.pdf.

Diversity trend sources—

There are many online sources for diversity-related trends about workforce enhancement, training, and other such desired information. Two premiere sites include

the following: DiversityInc (http://www.diversityinc.com) and Diversity Matters

(diversitymatters.info/blog.html). DiversityInc publishes extensive online content as

well as a monthly magazine. Diversity Matters also has deep online content. The

“Web-log” (Blog) contains topical information useful to any manager.

Why Some Ethnic Minorities Don’t Visit Forests

and Parks: Understanding Constraints to Outdoor

Recreation Participation

Why This Is Significant. Why It Matters.

We all bleed red blood.

This is a familiar phrase that helps lead the way to grasping our common

ground as human beings. All people share aspects of life in common that are

fundamental to our well-being and survival including the need for food, water, and

shelter, and considering “Maslow’s Hierarchy of Needs,” we add the need for selfesteem and achievement, a sense of safety, and a desire for love and belonging.

Experiencing benefits of the outdoors can be added as an essential part of life. All

people should have the opportunity to breathe fresh air, explore and observe nature,

and experience the many other amenities provided by public lands. How the

outdoors is valued or experienced, however, may differ from culture to culture.

The survival of various resources of our public lands, and the organizational

survival of the USFS, may become more dependent on how relevant the agency

can make our forests to a rapidly changing America. Although focused on national

parks, this statement can also apply to the USFS:

In order to make real change, we must recognize that agency culture

presents real barriers to diversity in the national parks, and we must work

to change agency culture to remove those barriers. This change of culture

is now imperative, and we need to establish real world benchmarks so we

can measure our success or failure and adjust our actions accordingly

(Gwaltney and Reynolds 2003).

The survival of

various resources

of our public lands,

and the organizational survival of the

USFS, may become

more dependent on

how relevant the

agency can make

our forests to a

rapidly changing

America.
18

GENERAL TECHNICAL REPORT PSW-GTR-222

All this matters because if we are to continue to truly manage the land for all

people to enjoy, we must understand the constraints to public use and enjoyment.

This section provides examples of key constraints to such use and enjoyment by

some ethnic minorities.

How to Make Good Use of This Information

Since 1985 there has been a virtual explosion of research relating to constraints

and barriers regarding recreation, and specifically, the use of parks and public

lands. It is imperative that managers and others understand these constraints in

order to make positive change in numerous areas related to ethnic diversity. First,

this information can be used as a “road map” for what we know about specific

aspects of constraints to using forests and parks. Second, this map can be used to

chart new directions into the future as we strive to break down barriers to use by

all people.

Changing demographics is a reality we must appreciate and embrace (see

“Trends” section of this resource guide for more information). Therefore, this

material can be used to comprehend and recognize ethnic variations in reasons for

non-use, or lack of visits (among certain groups of people) to the national forests.

Having this knowledge is vital not only to serving this changing public, but also to

seeking fresh input and support for policy and legislative gains, ideas for improving

services and facilities, and ways to enhance volunteer needs, to name a few.

Sample Constraints

Even though the literature in the field is based on research conducted for more than

45 years, the following sample constraints have been identified and highlighted in

the literature over the last 5 to 10 years as being the most common among a broad

range of ethnically diverse populations. This list relates to those in the ethnically

diverse populations who visit less frequently or generally do not enjoy outdoor

activities in relation to other recreational opportunities (no particular order):

• “Marginalized” nature of racial/ethnic minorities (e.g., cost/financial

constraints, lack of transportation, access issues).

• Historical context (perspectives of current outdoor/natural resource areas based

on historical perspectives, such as family member experiences in nature).

• Safety issues (e.g., physical and/or emotional).

• Lack of people of color (culturally diverse) among marketing/promotional

materials.
19

Serving Culturally Diverse Visitors to Forests in California: A Resource Guide

• Lack of ethnic diversity of agency workforce (e.g., people of color

underrepresented as part of the ranks of public lands employees).

• Socialization and exposure (e.g., upbringing and/or current social practices

such as receiving criticism from peers, such as “it’s a white thing”).

• Feeling uncomfortable or unwelcome in certain forests, parks, or other outdoor

areas.

• Perceived discrimination/interracial interactions (e.g., possibility of cultural

conflicts or discrimination).

 Lack of knowledge and/or awareness (e.g., what to do, where to go).

• Language barriers (e.g., signage, brochures/materials, communication with

rangers and/or other natural resource management personnel).

• Time commitments or other priorities.

• Desire for more “luxury accommodations.”

• Few friends travel or recreate in natural areas.

• Perceptions of being “too crowded” (e.g., prefer fewer people in the outdoors)

or “not crowded enough” (e.g., relating to perceived safety among people).

Common barriers to national forest visitation by specific groups—

Research shows “time” is the number one constraint across all cultures. Other

examples:

• Latinos—Transportation, lack of interest, lack of information, health or

physical limitation, lack of money, safety, language barriers.

• African Americans—Lack of interest, health or physical limitation, lack of

money, transportation, fear/safety, age, lack of information, discomfort/feelings

of being unwelcome.

• Asians—Lack of interest, distance to travel, lack of information, health or

physical limitation, no one to go with.

• Whites—Health or physical limitation, lack of interest, age.

Constraints sources:

Chavez et al. 2008, Crano et al. 2008, Dwyer 1994, Floyd 1999, Gomez 2003,

Gramann 1996, Jackson 2005, Johnson et al. 1997, Rodriguez and Roberts 2002,

Tierney et al. 1998.

Communicating With Diverse Groups

Diversity in California is experienced in many ways. One way is through communication. How different groups communicate differs significantly. As you’ll see

in the examples below, some people prefer to receive communications in particular

Diversity in California is experienced

in many ways. One

way is through

communication.
20

GENERAL TECHNICAL REPORT PSW-GTR-222

kinds of newspapers or magazines, whereas some prefer radio broadcasts, and still

others prefer to go onto the Internet. Latinos, on average, do not frequent visitor

centers, as their preference is face-to-face communications.

What, then, is the best way to communicate with diverse visitors to forests in

Region 5? Have you always used signs along the road, brochures, and maps and

considered the job done? Have you wondered why some visitors don’t seem to

understand the message you so clearly sent? Do you wonder why some groups are

absent from your recreation area? Communications may be a key to serving different populations.

Below we provide numerous examples of research findings and techniques

tested related to communications. For each we provide suggestions for better

communicating with the diverse populations of California along with contact

information for additional information. Managing for multiple groups requires

multiple methods of communication—it is best to fit the style and preferences of

visitors rather than use a “one-size-fits-all” model. If what has always been done

has not provided the desired results, try changing your style to better reflect that

of your visitors.

Language Preferences for Latinos

Research on communication preferences was conducted at two sites in southern

California—the Applewhite Picnic Area (AWPA) on the San Bernardino National

Forest (SBF) and the San Gabriel Canyon (SGC) on the Angeles National Forest

(ANF). Both sites are visited by Latinos in large numbers. Study results for Latino

visitors to AWPA and SGC indicated that large percentages are Spanish speakers

(75 percent AWPA; 54 percent SGC; Chavez et al. 2002). Similarly, a large percentage of Latino visitors read Spanish only (71 percent at AWPA; 45 percent at

SGC; Chavez and Olson 2004).

International Symbols

Research on international symbols (signs without words) in use on the SBF and the

ANF were conducted. The majority of respondents were Latino, but results include

others as well. Results indicated the following were signs well understood by all

visitors: Fishing, Swimming, Restrooms, Horse trail, No fireworks, Hiking trail,

Picnic area, No trucks, Camping (tent), Drown campfires, and Hikers.
21

Serving Culturally Diverse Visitors to Forests in California: A Resource Guide

Fewer visitors understood the symbols used for Off-road vehicle trail, Information, and Automobiles Permitted. The symbols for the following terms were not

understood by most visitors: No alcohol, No charcoal grills, Amphitheater, Carry

water back to the site, Fish hatchery, and Conserve water (Chavez et al. 2004).

Information Once Visitors Are Onsite

Research indicates that visitors (Latino and others) prefer to receive information

once onsite through a brochure at the site entrance (65 percent at AWPA; 81

percent at SGC), signs along the road (61 percent at AWPA; 66 percent at SGC),

and notes on bulletin boards (51 percent at AWPA; 46 percent at SGC). These

findings were consistent at other national forests in southern California (Los Padres

and Cleveland). At AWPA, preferences were for information on streamside areas,

things to see and do, rules and regulations, and rare types of plants and animals. At

SGC, preferences were for information about the best times to visit the area to

avoid crowds, safety, areas for picnicking/barbecuing, and camping. Information

sources prior to arriving at the site tend to be word-of-mouth (Chavez et al. 2002,

Chavez and Olson 2004).

Tips Worth Trying

• Provide translated materials in Spanish if you serve Latino visitors. Even

better would be to provide back-translations (professionally translated

materials that are translated twice) and that have also been checked for

cultural meanings.

• International symbols for such activities as fishing and swimming are

useful. However, other international symbols probably are best used only

with textual messages that clarify the intended message.

• Once visitors arrive onsite they prefer the use of brochures, signs along the

road, and notes on bulletin boards.

• Query visitors to determine their communication styles and preferences.

Important Web link: http://www.fs.fed.us/psw/programs/recreation

Point of Contact:

Pacific Southwest Research Station

4955 Canyon Crest Dr.

Riverside, CA 92507

Ph. 951-680-1558
22

GENERAL TECHNICAL REPORT PSW-GTR-222

Language Preference for Koreans

Research on language preference was conducted on the San Bernardino National

Forest with Korean visitors who were gathering bracken fern (Pteridium aquilinum

(L.) Kuhn). Results indicated that large percentages of fern gatherers used Korean

as the main language in the home (62 percent; 21 percent spoke English in the

home). About one-third of the Korean visitors (39 percent) first learned about fern

gathering from another person. The majority first learned about where to gather

ferns from Korean newspapers. When asked where they would look for more

information about fern gathering, most said they would look at Korean newspapers

(Alm et al. 2008, Anderson et al. 2000, Chavez and Gill 1999).

Language preferences for Asian Americans in San Francisco

Bay Area

A case study conducted with residents in the San Francisco Bay Area (Winter et al.

2004) examined differences among four Asian groups: Chinese, Japanese, Korean,

and Filipino. The four groups differed in level of education, place of birth, annual

household income, linguistic acculturation, outdoor recreation participation as well

as motivations for visiting natural areas. For communication they found the four

groups used similar types of ethnic media: watching television, listening to the

radio, and reading newspapers and magazines.

Tips Worth Trying

• Provide translation of program materials for Korean visitors who are

gathering ferns.

• Determine which Korean newspapers are read by Korean visitors.

• Provide program information to Korean newspapers.

Important Web link: http://www.fs.fed.us/psw/programs/recreation

Point of Contact:

Pacific Southwest Research Station

4955 Canyon Crest Dr.

Riverside, CA 92507

Ph. 951-680-1558

Chinese, Japanese,

Korean, and Filipino

used similar types of

ethnic media: watching television, listening to the radio,

and reading newspapers and magazines.
23

Serving Culturally Diverse Visitors to Forests in California: A Resource Guide

Getting the USFS Message Out

An information needs analysis was conducted in the Los Angeles basin for African

Americans, Latinos, Asians, and Whites. The study examined the use of various

forms of media, including sources most used and most trusted for information

regarding natural resource use opportunities (Crano et al. 2008).

Most respondents spent more hours watching television than they did in the

use of other media (such as listening to the radio). African Americans spent more

hours per week watching television than did other groups (Asians watched the least

number of hours). Latinos spent more time listening to the radio than did other

groups; they were most likely to listen to ethnic radio stations, rhythm and blues

programming, or rock. There was no significant difference in amount of time spent

reading magazines or newspapers; however, Latino and African American respondents tended to read magazines designed for an ethnically based audience.

The most trusted sources regarding information for outdoor recreational opportunities were friends and family and computers and the Internet. Whites were

twice as likely to trust newspapers as were Asians, and Latinos were twice as likely

to trust television as any other group.

Tips Worth Trying

• Communicate with Asian groups through a variety of media sources.

• Use a combination of offsite communication routes that include ethnic

media, particularly television, radio, and newspapers and magazines.

Important Web link: http://www.fs.fed.us/psw/programs/recreation

Point of Contact:

Pacific Southwest Research Station

4955 Canyon Crest Dr.

Riverside, CA 92507

Ph. 951-680-1558
24

GENERAL TECHNICAL REPORT PSW-GTR-222

National forests in California have designed several innovative programs that

were successful in communicating between public land agencies and ethnically

diverse groups. The programs were implemented by forest managers in California

based on recommendations from research studies.

Eco-Teams in Southern California

Eco-teams were implemented from 1991 through 2001 on both the ANF and the

SBF in southern California (Absher et al. 1997, Chavez 2005). The forests worked

with the California Environmental Project (a nonprofit organization) to hire diverse

youth from Los Angeles and train them to make contact with recreationists in

highly used areas. The eco-team members approached primarily Latino recreation

visitors to relay important regulatory and conservation messages. Often these

messages related to litter, water safety, and fire. Team members also modeled

behavior, such as picking up litter from the site.

Tips Worth Trying

• Communicate with diverse groups through a range of media sources.

• Use a combination of offsite communication sources including the Web,

community contacts, and newspapers.

Important Web link: http://www.fs.fed.us/psw/programs/recreation

Point of Contact:

Pacific Southwest Research Station

4955 Canyon Crest Dr.

Riverside, CA 92507

Ph. 951-680-1558

Tips Worth Trying

This program was successful (Absher et al. 1997, Chavez 2005) but was

dropped because of lack of funding.

• Check for grants or alternative funding that would sustain a program like

this. Use eco-teams to address concerns about connecting minorities to

public lands: Research has shown that minorities would like to see more

people of similar ethnic background working in developed recreation

sites.

• Eco-team members serve as educators and role models for visitors to the

forest.

Continues

National forests in

California have

designed several

innovative programs

that were successful

in communicating

between public land

agencies and ethnically diverse

groups.
25

Serving Culturally Diverse Visitors to Forests in California: A Resource Guide

The Forest Information Van

The forest information van (FIV) ran from 1994 through 2001 on the ANF in

southern California (Absher et al. 1997, Chavez 2005). The FIV was a small,

movable visitor center that took forest information to where Latino recreation

visitors were. For example, if the visitors were in the East Fork of the San Gabriel

Canyon, then that is where the FIV went. A pullout canopy that had pillars/panels

with brightly colored pictures of animals was attached to the van to attract attention. Visitors could acquire information about forest rules and regulations, and

what to see and do in the area. Information at the FIV was available in English and

Spanish, and the FIV staff was bilingual.

More information on eco-teams and FIV can be found in:

Natural Areas and Urban Populations: Communication and Environmental

Education Challenges and Actions in Outdoor Recreation

http://www.fs.fed.us/psw/publications/chavez/psw_2005_chavez001.pdf

Important Web link: http://www.fs.fed.us/r5/angeles/

Point of Contact:

Angeles National Forest

701 N. Santa Anita Avenue

Arcadia, CA 91006

Ph. 626-574-5278

Tips Worth Trying

• A forest information van can be used to help disseminate forest

information to Latino and other non-English speaking groups.

• Use the forest information van to address visitor needs for information on

what to see and do.

Important Web link: http://www.fs.fed.us/r5/angeles/

Point of Contact:

Angeles National Forest

701 N. Santa Anita Avenue

Arcadia, CA 91006

Ph. 626-574-5278
26

GENERAL TECHNICAL REPORT PSW-GTR-222

Southern California Forests Campaign: “Bienvenidos a la

Campaña Forestal Del Sur de California”

The Southern California Forests Campaign (Los Padres National Forest, Cleveland

National Forest, ANF, SBF) was created for people to have a voice for expressing

ideas and opinions to government agencies about how they manage our forests.

This campaign was initiated by the Southern California Chapter of the Sierra Club.

Three Forests Interpretive Association

Three Forests Interpretive Association is a nonprofit organization that produces

books, brochures, maps, and other materials in Spanish related to the human and

natural history for the Sierra, Sequoia, and the Stanislaus National Forests. The

association’s newsletter is titled “Paseando por la Sierra” and includes a general

information section, recommendations for enjoyment in the forest, fire prevention

strategies, and specific information on recreation sites.

Tips Worth Trying

To effectively involve Spanish speaking visitors in decisionmaking processes:

• Provide materials in both Spanish and English.

Spanish-speaking visitors are more likely to get involved in helping natural

resource managers learn about their preferences, ideas, and opinions.

Important Web link: http://www.sierraclub.org/ca/socalforests/la_campana.asp

Tips Worth Trying

• Develop multilanguage literature.

The “Three-Forests Interpretive Association” could possibly change to the

“Eighteen-Forest Interpretive Association.”

Important Web link: http://info@3forests.us

Point of Contact:

Three-Forests Interpretive Association

30330 Watts Valley Road

Tollhouse, CA 93667
27

Serving Culturally Diverse Visitors to Forests in California: A Resource Guide

Diversifying Access to and Support for the Forests

This document is a policy brief that was developed by then director, Robert Garcia

(now of the City Project), and other senior staff of the former Center for Law in

the Public Interest. Although this facility is now closed, this document is available

and still contains relevant information as well as strategies and techniques for forest

service managers on increasing access to the national forests for all communities;

expanding opportunities for low-impact recreation like family outings, hiking, and

fishing; addressing the impact of the forests on the health of local communities;

creating stronger links between recreation, environmental, and forestry activities in

key communities; and diversifying small business, employment, and volunteer

opportunities involving the forests. In particular, this policy brief was developed

based on interest in working to diversify access to and support for the Angeles, San

Bernardino, Cleveland, and Los Padres National Forests as four of the most urbaninfluenced forests in the United States.

Bienvenidos! A Guide to Serving Spanish-Speaking Visitors in the

Intermountain Region

This 2006 guide was developed to help recreation managers target and implement

Spanish-language information services in the Intermountain Region for the USFS.

The guide provides recommendations for bilingual signage, information about

Spanish-speaking visitors’ site preferences, and insights into how Spanish-speaking

visitors recreate. This guide includes recommendations specific to each ranger

district regarding how best to serve Spanish-speaking visitors, including specific

sources for signing, methods to engage partners, and outreach assistance.

Tips Worth Trying

• Use the web link provided below to access a PDF to the Policy Brief

directly. It is also available in Spanish.

• Obtain a copy of this briefing and learn how you can engage culturally

diverse visitors and potential visitors to forests in southern California.

Important Web link: http://www.fs.fed.us/psw/centennial/agenda/culturaldiversity-panel/garcia_policybriefforweb.pdf

Robert Garcia, Erica S. Flores, and Christopher T. Hicks, Diversifying access to

and support for the forest; remarks at the National Forest Service Centennial

Congress (2004)
28

GENERAL TECHNICAL REPORT PSW-GTR-222

Contact:

Regional Recreation Business Management Specialist

Ph. 801-625-5605

http://fsweb.r4.fs.fed.us/unit/rhwr/index.shtml (Note: This link is available to

USFS employees only via the intranet system.)

Unlocking the Barriers: Keys to Communicating With

Underserved Customers

This 16-page guide was created in 1998 to help forest personnel with limited

resources communicate more effectively and connect with underserved communities. It provides guidance on writing and implementing communications plans that

will help get USFS information to the widest possible audience.

Tips Worth Trying

• Generate bilingual recreational strategies and delivery methods to more

effectively serve Latinos.

• Use effective communication strategies to inform Spanish-speaking

visitors of recreational opportunities, potential hazards, and Forest Service

policies.

• Evaluate the demographics of Latino users in the area.

Important Web link: http://fsweb.r4.fs.fed.us/unit/rhwr/index.shtml

(Note: This link is available to USFS employees only via the intranet system.)

Point of Contact:

Regional Recreation Business Management Specialist

Forest Service, Intermountain Region (Region 4)

324 25th Street

Ogden, UT 84401

Ph. 801-625-5605 or 5205

Tips Worth Trying

• Get to know the surrounding community.

• Get tips on how adults learn.

• Develop communications plans that match your customer’s needs.

• Choose the right outreach methods

• Provide sources of information on transition services, alternative formats,

and training.

Important Web link: http://fsweb.wo.fs.fed.us/pao/pubs/pi/unlocking-thebarriers.pdf

(Note: This link is available to USFS employees only via the intranet system.)
29

Serving Culturally Diverse Visitors to Forests in California: A Resource Guide

Facilities and Services That Californians Expect

As the state of California becomes more and more diverse, what types of facilities

and services will be desirable to these diverse groups? What role do you think your

facilities and services play in the recreational experiences of ethnically diverse

users? This section highlights a common trend—the desire for quality outdoor

recreation experiences. Research and studies have found that independent of the

activity and site, recreational enjoyment of national forests in California often

involves clean, safe, and fun recreational opportunities. Visitors prefer clean and

functioning toilets, picnic tables free of garbage and graffiti, and adequate lighting

in campgrounds to feel safe. So how can managers and staff help facilitate quality

recreational experiences for the current and future demographics of California? The

following section presents research on facility and service preferences and describes

several model organizations that have in the past, or are currently providing highquality recreational opportunities to an ethnically diverse public.

Development Preferences Research

Research conducted in southern California indicates that visitors like to recreate

at relatively developed sites; they want restrooms, picnic tables, and the like.

This preference is stronger for Latino respondents than for non-Latinos. At the

Applewhite Picnic Area (AWPA; San Bernardino National Forest [SBF]) the

strongest preferences were for trash cans, water faucets, cooking grills, and picnic

tables (Chavez 2002). This is a function of the site being a picnic area. At the San

Gabriel Canyon (SGC; Angeles National Forest [ANF]), which is managed for

dispersed use, the preferences were for trash cans, telephones, water faucets, and

parking areas.

Activity Preferences Research

Research indicates that visitors engage in several activities when recreating on

national forests (Chavez et al. 2002, Chavez and Olson 2004). The things they

usually engaged in are a function of the site where the data were collected. At the

AWPA, for example, the activities were picnicking/barbecuing, stream play, day

hiking, watching wildlife, and driving for pleasure. At the SGC the usual activities

were picnicking/barbecuing, camping, driving for pleasure, stream play, and offhighway vehicle driving. At two other sites on the SBF similar activities were

engaged in: picnicking/barbecuing, sightseeing, and watching wildlife. At day use

sites on the Los Padres National Forest, the usual activities were stream play,
30

GENERAL TECHNICAL REPORT PSW-GTR-222

camping, picnicking/barbecuing, watching wildlife, driving for pleasure, and

fishing. At day use sites on the Cleveland National Forest the usual activities were

picnicking/barbecuing, fishing, day hiking, stream play, camping, and watching

wildlife.

Visitor Group Characteristics Research

Research indicates that diverse visitors on the four forests of southern California

tend to come to the sites to spend time with family group members (Chavez et al.

2002, Chavez and Olson 2004). Group sizes are larger for Latinos than nonLatinos, as Latinos tend to recreate with nuclear (usually mom, dad, and kids) and

extended family (usually nuclear family and aunts, uncles, cousins, etc.), whereas

Anglos tend to recreate with nuclear family members only. Latinos recreate for

more hours at a time at the site than Anglo visitors. For example, AWPA visitors

(mostly Latino) planned to stay 4 to 6 hours, whereas visitors to Green Mountain

(mostly Anglo) planned to stay 1 to 3 hours. At sites where there are primarily

Latino visitors, about 6 in 10 visitors are repeat visitors. Latino visitors tend to not

like to see litter along the road, graffiti on natural surfaces, or litter at picnic sites.

Tips Worth Trying

• Site development to suit Latino visitors may be needed. This could mean

grouped picnic tables, trash cans near each picnic table, and increased size

and/or number of barbecue grills.

• Level of development depends on the management plan of that site. For

example, picnic areas can be highly developed, but managers will exercise

more caution for dispersed sites.

• Provide access for stream play, facilities for picnic and barbecues, and

hiking trails for Latino day users.

• Latinos tend to stay at sites for several hours, so some consideration

should be made for the longer visiting periods—perhaps having services

that fit their preferences and needs. For example, areas for sports (such as

volleyball) might be considered.

• Keep sites clean.

Important Web link: http://www.fs.fed.us/psw/programs/recreation

Point of contact:

Pacific Southwest Research Station

4955 Canyon Crest Dr.

Riverside, CA 92507

Ph. 951-680-1558
31

Serving Culturally Diverse Visitors to Forests in California: A Resource Guide

Sierra Summit Educational Snowsports Program

The Sierra Summit Ski Area provides opportunities for minorities and urban youth

to ski and snowboard. Their educational snowsport program teaches students about

the environment and safety in a presentation sponsored by the USFS. After the

presentation, students take a ski or snowboard lesson taught by certified snowsport

instructors. The cost is about $20 per student and includes equipment rental, lift

ticket, and snowsport instruction. Other ski areas with similar programs include

Mountain High on the Angeles National Forest and Sierra at Tahoe, located on the

Eldorado National Forest.

Aquatic Ecosystem Education Program

At the Jenks Lake Fish Festival (San Bernardino National Forest), underprivileged

innercity youth, from group homes and foster care, are invited to take part in

education and recreation activities in the national forest. They provide fishing

poles, bait and tackle, and “fishing buddies,” who consist of volunteers from many

local groups and USFS volunteers. Fishing buddies team up with several children

and teach fishing safety, technique, and etiquette. Interpretive tables are set up with

arts and crafts, local flora and fauna, and various other items displaying the culture

and wonders of the national forest.

The fire prevention team brings Smokey Bear and talks about fire safety. Each

child goes home with a goody bag filled with fire prevention and fisheries material,

Tips Worth Trying

• As historically, ethnic groups have not been well represented in various

types of snow sports, ski areas under special-use permits could be

encouraged to design similar programs to expose ethnically diverse youth

to skiing and snowboarding on National Forest System land.

• Design brochures that are fresh and different to appeal to an ethically

diverse audience.

• Train bilingual staff.

• Market to ethnic media outlets.

Important Web link: http://www.sierrasummit.com/index.php

Point of Contact:

Ph. 559-893-3316

info@sierrasummit.com
32

GENERAL TECHNICAL REPORT PSW-GTR-222

including puzzles, literature, magnets, and stickers. The volunteer associations

solicit food donations and serve everyone lunch. Additionally, “Trout in the Classroom” presentations provide much of the same learning experiences as above with

the difference being that fish are released, rather than captured. The Trout in the

Classroom program and other aquatic ecology lectures provide interpretation and

education on stream ecology, habitat, and aquatic species on the national forest to

school groups.

Riparian Sign Development

The Los Padres National Forest developed an interpretive sign titled ”Riparian

Areas Are Cool” in 2003. This sign has been placed at a variety of day-use areas

and offices across the forest. In 2006, this sign was translated into Spanish and

printed through the use of USFS funding. The program goal is to provide Spanishspeaking forest visitors with educational and interpretive information about riparian

areas and their uniqueness.

Tips Worth Trying

• Build partnerships with schools and develop curriculum with an emphasis

on effects of nonnative species introduced to forest ecosystems.

• Provide programs that provide underserved youth with a first-time

exposure to fishing.

• Have staff responsible for organization of the event and interpretation

events.

Important Web link: https://wwwnotes.fs.fed.us/wo/wfrp/usforest_2006.nsf/

(Report)?OpenAgent&UNID=FA8F7215B7DD78B38525721100012CEB

Point of Contact:

Aquatic Ecosystems Education Program

Supervisor’s Office, San Bernardino National Forest

Tips Worth Trying

• Engage Spanish-speaking community leaders in partnerships to determine

the signage needs around your forest.

• Translate interpretive literature and signage into Spanish.

• Offer online courses, Webinars, and discussions to support Forest Service

staff in their efforts to serve the Spanish-speaking population through

various communication efforts.

Continues
33

Serving Culturally Diverse Visitors to Forests in California: A Resource Guide

Service Quality of Programs

Many of the studies related to ethnic diversity in parks and recreation solely focuses

on activity participation rates and patterns. Currently there is little research that

addresses the service quality of the programs or services. This study “A Multiethnic

Comparison of Service Quality and Satisfaction in National Forest Recreation”

addresses the importance of providing quality, meaningful and culturally relevant

services to the populations served (Li 2003).

Recreation in the Sierra Nevada

“Recreation in the Sierra” is an unpublished study (report to Congress) that looks at

various aspects of recreation on lands managed by public agencies in the Sierra

Nevada. According to Duane (1996), “Recreational activities on public lands alone

account for between 50 and 60 million recreational visitor days (RVDs) per year,

with nearly three-fifths to two-thirds of those RVDs occurring on lands administered by the U.S. Forest Service.” This highlights the significant amount of recreation happening in this region—and on National Forest System lands. One of the

• Organize workshops to provide Forest Service staff with information about

proven marketing techniques, understanding of cultural differences, best

practices in technology training, and partnering with local community

organizations who serve Spanish speakers.

• Incorporate Asian languages into these efforts as well.

Important Web link: http://www.fs.fed.us/r5/lospadres/

Point of Contact:

Los Padres National Forest

6755 Hollister Avenue

Suite 150

Goleta, CA 93117

Ph. 805-968-6640

Tips Worth Trying

• Provide high-quality service to ethnically diverse recreational

participants. Higher service quality can result in higher customer

satisfaction.

• Focus on the quality of the services provided and not just the quantity.

• Measure repeat visitation and listen for positive word-of-mouth stories.
34

GENERAL TECHNICAL REPORT PSW-GTR-222

major areas addressed in this study is the demographics, (e.g., age, gender, residence) of those currently participating in these recreational activities. Duane cites

two studies conducted on the Inyo and Humboldt Toiyabe National Forests where

close to 90 percent of visitors to the eastern Sierra are Caucasians, approximately

5 percent are Hispanics, and slightly more than 3 percent are Asian. He cites the

work of Chavez (1993a, 1993b) and Chavez et al. 1993 in saying there are things

that can be done to enhance use by diverse groups.

San Francisco Bay Area Open Space

The “Parks, People, and Change: Ethnic Diversity and its Significance for Parks,

Recreation and Open Space and Conservation in the San Francisco Bay Area”

report is an attempt to understand the implications ethnic and cultural shifts will

have on parks and the preservation of open space in the San Francisco Bay Area

(Bay Area Open Space Council 2004). It draws from and compares a variety of

sources. This report seeks to raise awareness about the importance of improving the

quality of services provided by park agencies and land conservation organizations

in the context of an increasingly diverse population. According to this report,

expanding the active participation and leadership of people who are culturally

diverse in the open space conservation and recreation communities will be essential

for building future generations of land and water conservation advocates. Although

there are many studies that address diverse ethnic groups and recreation in southern

California, there are far fewer studies that have been completed in other urban

environments including the Bay Area and the Central Valley. The results from this

report are unique in that they target diverse ethnic populations of the San Francisco

Bay Area. The forests that are geographically closest to these large urban populations are the Lake Tahoe Basin Management Unit, and the Tahoe, Eldorado,

Stanislaus, Sierra, Mendocino, Sequoia and Inyo National Forests. This report

suggests general recommendations:

Tips Worth Trying

• Develop sites.

• Make sites accessible.

• Develop proactive strategies for providing quality recreational

experiences for all of California.
35

Serving Culturally Diverse Visitors to Forests in California: A Resource Guide

• Continue to seek support for multipurpose (multiuse) and natural resource

funding measures.

• Explore options for increasing public understanding of how different natural

resource management agencies are linked, and how a range of urban and

regional agencies and organizations are working cooperatively.

• Evaluate media, educational, and other outreach materials to ensure they

consistently frame content in terms of conservation and recreation purposes,

and not just the actions that are undertaken or contemplated.

• Work with potential partners to audit their operation and management

procedure and policies to evaluate whether they support or hinder volunteer

and partnership opportunities, and to identify additional partnership

opportunities.

• Continue to seek additional funding and develop additional educational

programming and state curriculum-linked educational material in partnership

with local schools, particularly programs that involve parents as well as

students.

This report also makes recommendations that address involvement of

ethnically diverse groups of people in land and water conservation at the professional, managerial, and advocacy level.

Tips Worth Trying

• Expand efforts to diversify programs, staff, and leadership.

• Evaluate the distribution of surrounding publics and determine whether all

neighborhoods (and by association all ethnic groups) have a fair and

sufficient share of programs, facilities, and services.

• Audit existing programs, services, and facilities to identify additional

opportunities for providing multiple compatible benefits that would

appeal to more people and respond to recreational behavior of different

ethnic groups.

• When purchasing or acquiring new open space lands, management plans

could consider not just natural resources but also how development and

access policies can be designed to benefit the full diversity of the Bay

Area.

• Linking good science to conservation seems to be especially important for

Asian American respondents. Family recreation and providing places for

kids to play and learn are especially valued by Latino respondents.

Continues
36

GENERAL TECHNICAL REPORT PSW-GTR-222

Augustus F. Hawkins Natural Park in Los Angeles

Hawkins Natural Park in southern California is another innovative example of

applying research results in an urban area. Results from the communication studies

as well as studies on barriers to use in southern California (Chavez 2001, Tierney

et al. 1998), were instrumental in some of the decisions about the development

and management of the Augustus F. Hawkins Natural Park in south-central Los

Angeles. The area is home to African American, Asian, and Latino groups, with

Latinos being the largest ethnic group. It is an 8.5-acre (3.44 hectares) park that

was previously owned by the Los Angeles Department of Water and Power. It was

best described as a “pipe graveyard” until it was purchased by the Santa Monica

Mountains Conservancy. When the planning was in process, it was often asked if

there was value in building a nature park in the inner city.

The park that now exists fulfills the dream of returning nature to the mostly

urban landscape of southern California. It was a community endeavor where the

local community decided to turn the area into a natural park, with a focus on nature

education. More than 50 neighborhood residents were hired to help clear the area

and rebuild it. Some were retained to work in the visitor center or on the grounds

after the park opened. Buildings onsite house the Evan Frankel Discovery Center

with natural history exhibits and educational activity spaces. The top floor of the

visitor center is home to the park ranger, who also grew up in the local community.

The park opened in December 2000 and has samples of several ecosystems, including chaparral, oak woodland, and freshwater marsh.

The park draws 3,000 to 5,000 people each week. Youth programs include a

homework club, a junior ranger program, a Saturday science series, and gardening

and crafts clubs. Although the focus of the park has been on conservation education

• Audit outreach and education programs to determine how to better reach

non-English-speaking residents.

• Public land managers should work with potential partners to evaluate their

current operations and identify opportunities for appropriate product

branding that acknowledges and celebrates the cultural diversity of the

region and its connections to the natural world.

Important Web links: http://openspacecouncil.org/

http://nature.nps.gov/helpyourparks/Diversity/pdf/

ParksPeopleChange_2004BayArea.pdf
37

Serving Culturally Diverse Visitors to Forests in California: A Resource Guide

aimed toward local youth, many entire families take advantage of the opportunities

offered at the park including walking, biking, picnicking, conservation education

classes, and family nights (when they watch movies). On Saturdays, the park offers

transportation to nearby natural areas including beaches, deserts, and mountains.

When the bus trips began, a conservation educator went with the groups, but with

repeated trips, there was less need to have someone “guide” the trips.

FamCamp®2

FamCamp® was launched in 1994 by the California State Parks Foundation in

conjunction with the California Department of Parks and Recreation to provide

low-income families with greater access to California’s state parks. FamCamp®,

working in partnership with community organizations, schools, churches, group

homes, mentor organizations, and youth development organizations, builds family

bonds and breaks down social and financial barriers for underprivileged families by

providing a guided weekend group camping trip. Trips include all necessary camping equipment, group activities, outdoor leadership, and skills training. For many

of these urban-dwelling families, FamCamp® is their first time camping and experiencing the natural beauty and solitude of our state parks.

2

 Permission to cite FamCamp® materials granted by California State Parks 9/5/08. The

use of trade names in this publication is for reader information and does not imply

endorsement by the U.S. Department of Agriculture of any product or service.

Tips Worth Trying

• Innercity nature parks as “portals” can increase minority visitation, as it

did at Hawkins Natural Park, and increase understanding of natural

resources.

• Use a public participation process in decisionmaking and development of

sites.

• Involve ethnically diverse groups in project and program development.

Important Web link: http://www.laparks.org/

Point of Contact:

Department of Recreation and Parks

1200 W 7th Street, Suite 748

Los Angeles, CA 90017

Ph. 213-928-9033

Ph. 323-581-4753
38

GENERAL TECHNICAL REPORT PSW-GTR-222

Currently, state parks operate 14 mobile FamCamp® equipment trailers

throughout California. Each year approximately 1,500 children and family members participate in a FamCamp® trip—an experience that strengthens family bonds

and builds a greater environmental ethic among urban families. From over 900

evaluations filled out during 2003, 87 percent said the FamCamp® program had a

positive impact on their family, and 86 percent said they would participate in

another FamCamp® trip. Since 2000, the foundation has raised more than

$160,000 for this program. In 2006, they were committed to building strategic

public-private partnerships that enable low-income families to participate in the

FamCamp® program and experience California’s magnificent state parks. For

example, a new collaboration has been formed with the Pacific Leadership Institute

to engage underserved urban youth in leadership training and development to learn

and teach camping skills to others.

The Outdoor Youth Connection (OYC) is another component of the California

State Parks and the California State Parks Foundation. The OYC is organized and

implemented in partnership with the San Francisco State University Pacific Leadership Institute. The OYC provides ethnically diverse youth leaders and peer mentors

with outdoor skill building and leadership development that adds layers of community involvement and commitment to diversity in camping activities.

Tips Worth Trying

• Develop a program similar to FamCamp® in the region that provides

camping excursions on national forest land.

• In place of trailers, forests could stock rental cabins or fire lookouts with

camping supplies for similar programs.

• Consider including a youth leadership, peer mentoring component in

Forest Service programs and community-based activities.

Important Web links: http://www.parks.ca.gov/?page_id=24510

Outdoor Youth Connection: http://www.parks.ca.gov/?page_id=24511

http://calparks.org/programs/environmental-ed/fam-camp.html

Points of Contact:

California State Parks

1510 J Street, Suite 120

Sacramento, CA 95814

Ph. 800-777-0369

Ph. 916-653-6995

or

California State Parks Foundation

50 Francisco Street, Suite 110

San Francisco, CA 94133

Note: FamCamp® is also in place on the Los Padres National Forest (contact:

Public Affairs Officer (805) 961-5759).
39

Serving Culturally Diverse Visitors to Forests in California: A Resource Guide

Multicultural Education

Headlands Institute is a private, nonprofit organization dedicated to providing

educational adventures in nature’s classroom to inspire a personal connection to the

natural world and responsible actions to sustain it. Headlands Institute conducts

interviews with K-12 field science and community programs that are based on Bay

Area racial/ethnic demographics. Questions include:

• How have you experienced the ocean?

• How did your parents or grandparents experience the ocean?

• Do you know of any stories from your culture about the ocean?

• What do you want future generations to understand about the ocean?

The program identifies the following goals:

• Building new facilities and curriculum that reflect the cultures of our state. A

primary goal of both classroom and curriculum is to engage learners in

understanding the ways in which all people are connected, through different

cultural pathways, to the ocean. The programs aim to educate youth from

various backgrounds about the historical and present-day Miwok culture (their

relationships with and understanding of the ocean).

• Training and evaluating staff based on tenets of multicultural education:

recognize that all cultures have relationships with the environment; incorporate

knowledge of students’ home community and local issues and actively seek to

transfer learning to students’ families; and demonstrate sensitivity to the diverse

languages, as well as diverse communication styles, of students.

Tip Worth Trying

• Use the Headlands Institute model as a template for interpretation and

environmental education.

Important Web link: http://www.yni.org/hi/

Point of Contact:

Education Director

Marin Headlands Institute

Golden Gate National Recreation Area, Building 1033

Sausalito, CA 94965

Ph. 415-332-5771
40

GENERAL TECHNICAL REPORT PSW-GTR-222

Hispanic American Recreation at Two Corps Lakes in Texas and

California

The U.S. Army Engineer Waterways Experiment Station (WES) conducted a

preliminary study to determine the recreation preferences and needs of Hispanic

(Latino) Americans at their sites (Dunn 1999). This study includes recommendations for improving facilities (such as construct more and better restroom facilities—not vault toilets—and install more water fountains in public-use areas with

heavy visitation), services, and policy that match the needs of specific Latino

American communities. “Since Hispanic Americans display great diversity in

national origin and their recreational preferences, treating them as a culturally

homogenous block would be a serious mistake. Communication with the Hispanic

American customer base is the answer” (Dunn 1999: 21). Although there may be

general preferences of ethnic groups, managers must recognize variances within

these groups, according to this study. This concept can also be applied to other

ethnically diverse groups, and although the results are site specific, they can be

applied to a variety of locations. This study can be used to implement similar

studies as well as put into practice some of the significant findings.

 Tips Worth Trying

• Provide more public picnic tables and trash cans to accommodate the

heavy visitation by large Latino families; use more trash cans and fewer

dumpsters in campgrounds.

• Construct more large-group shelters for extended family picnics and

reunions.

• Construct open-air pavilions and gazebos where social and community

events could be held.

• Provide emergency telephones in campgrounds and day-use areas.

• Improve lighting around the campgrounds.

• Post signs in English and Spanish.

• Design public-use areas in the future to accommodate both Anglo and

Latino recreation needs.

Service improvements seen as highly desirable:

• Hire and train more culturally competent rangers to increase the safety of

minority visitors; provide first-aid and emergency services training to

rangers so they can deal with injuries to visitors as quickly as possible

(Note: many Latino migrant workers may fear authority figures in certain

areas of the United States).

Continues
41

Serving Culturally Diverse Visitors to Forests in California: A Resource Guide

African American Recreation at Two Corps Projects

The U.S. Army Engineer Waterways Experiment Station conducted a preliminary

study to determine the recreation preferences and needs of African American

groups. The study identified the following as barriers to participation.

• Travel to and use of outdoor recreation areas.

• Perceived discrimination and underutilization by African American groups.

• Attitudes toward natural resources and facility development.

This study used focus groups and written surveys to extract information about

visitor preferences and attitudes toward outdoor recreation by the local African

American community (Dunn 1998). Upgrades in the quality of recreation facilities

was an overarching theme in all the focus groups in the study.

Tips Worth Trying

• Identify barriers and constraints that inhibit African-Americans from

participating in outdoor recreation activities.

• Provide upgrades in the quality of recreation facilities.

• As the focus group research method proved successful in obtaining very

site-specific information about the local African American community’s

attitudes towards the facilities, you could conduct your own focus groups

with the diverse groups in their communities.

• Provide clean, safe, and accessible facilities.

Important Web link: http://corpslakes.usace.army.mil/employees/ethnic/pdfs/

nrrec-10.pdf

Point of Contact:

U.S. Army Engineer Waterways Experiment Station

Ph. 601-634-2380

dunnr@mail.wes.army.mil.

• Provide rangers with training in basic Spanish-language skills to ensure

their effective communication with Latino visitors.

• Train law enforcement officers in cultural relevancy skills and techniques.

• Increase ranger and sheriff patrols in areas with heavy gang activity.

• Repair facilities effaced by gang activity to prevent future problems.

• Emphasize visitor safety in all areas; provide water safety instruction in

Spanish when there is a clear need to do so.

Important Web link:

http://corpslakes.usace.army.mil/employees/ethnic/pdfs/nrrec-11.pdf
42

GENERAL TECHNICAL REPORT PSW-GTR-222

Managing for Ethnic Diversity: Corps Facility and Service

Modifications

The Ethnic Culture work unit of the U.S. Army Corps of Engineers was created

in 2000. Its objective was “to develop baseline information on ethnic minority

use and recreation needs associated with Corps projects that could be used by

Corps decisionmakers for project planning and operations” (Dunn 2002: 1). Later

changed to Ethnic Culture and Corps Recreation Participation research, they now

identify particular demographic trends and their projected socioeconomic impacts

on the Corps’ national recreational program. Their research also identifies recreational needs and facilities preferences for both traditional (White) as well as

nontraditional (ethnic minority) Corps visitors, in particular African Americans,

Hispanic Americans, and Asian Americans.

They have been conducting a wide variety of research and producing excellent

reports about specific ethnic groups across the country using “demonstration sites.”

They’ve also compiled some of their information to provide an overview of common issues affecting management of sites and success stories regarding programs

and outreach efforts relating to ethnic minority visitor use.

This is a major two-part report replete with great practical applications for

facility design and development, provision of services, as well as a wealth of research results from various studies. Many charts and graphs are provided as visuals.

Results of initial research on what other federal, state, and city agencies are doing

to successfully manage for a growing ethnically diverse recreational-visitor base are

provided. Another purpose of this report is to present the results of a Corpssponsored workshop, “Ethnic Minority Recreation,” held in Estes Park, Colorado,

in October 2001. This workshop came as a result of efforts to document management success stories both within and outside of the Corps. Summaries of workshops

are provided along with copies of the PowerPoint presentations for easy access.

Tips Worth Trying

• Identify what constitutes the best mix of “special” and “universal”

facilities for forests.

• Design sites that might work better for an ethnically diverse group of

visitors (versus sites designed with traditional [White] visitors in mind).

• Learn to identify and analyze existing sites to successfully manage the

needs of both traditional and nontraditional users.

Continues
43

Serving Culturally Diverse Visitors to Forests in California: A Resource Guide

National Environmental Education and Development Program

The National Park Service residential environmental education program at Cape

Cod National Seashore, known as NEED, offers educational groups an opportunity

to experience the many natural and historical wonders of Cape Cod on a multiday

basis. The NEED building, once a U.S. Coast Guard surf-rescue station, is located

on a spectacular vista overlooking the Atlantic Ocean at Coast Guard Beach in

Eastham. The NEED building is a heated, year-round facility that provides overnight accommodations for groups ranging up to 35 participants. The NEED

program is self-supporting as groups provide their own transportation, food preparation, housekeeping, supervision, and instruction. Materials and guidelines for

environmental education studies and activities are provided by the National Park

Service through specially designed lesson plans and curriculum materials and

periodic teacher/leader workshops. The program is designed so that groups can

conduct all natural and cultural resource activities under their own leadership.

Tips Worth Trying

• Partner with ethnically diverse groups.

• Provide rustic overnight accommodations on the forest (e.g., cabins, fire

towers, educational activity options, etc.).

• Give consideration to low-cost or no-cost opportunities.

Important Web link: http://www.nps.gov/caco/forteachers/need-program.htm

Point of Contact:

Cape Cod National Seashore

99 Marconi Road

Wellfleet, MA 02667

Ph. 508-349-3785

Important Web links: Chapters 1 and 2: http://el.erdc.usace.army.mil/elpubs/

pdf/trel02-14/02-14-i.pdf

Chapters 3-6 and appendices: http://el.erdc.usace.army.mil/elpubs/pdf/trel02-

14/02-14-ii.pdf

Point of Contact:

Environmental Laboratory

U.S. Army Engineer Research and Development Center

3909 Halls Ferry Road

Vicksburg, MS 39180-6199
44

GENERAL TECHNICAL REPORT PSW-GTR-222

Spanish Translation of Wilderness “Views” Module

As indicated in the 2006-2007 Wilderness Report of the National Park Service, this

Spanish language Web site showcases the beauty and importance of America’s

wilderness areas (National Park Service 2008). Developed in 2007, this is an

interactive site that explores wild places through activities, maps, information,

videos, and interviews. It was developed in partnership with the Arthur Carhart

National Wilderness Training Center and the University of Montana’s Wilderness

Institute. As stated in this report by the President of the National Hispanic Environmental Council, “This website will connect more people to the concept of

wilderness...Wilderness is important for science, for outdoor recreation, and for

personal renewal. Wilderness areas are places where we can challenge ourselves,

connect with the earth, enjoy the wild, and make memories with our families.”

Camping Book for the Spanish-Speaking Community

“Como Acampar” (Hoelzel 2006), written in Spanish, is self-published with

funding from Recreational Equipment, Inc. The content covers all the basics about

camping on public land. It was also developed to better help the Spanish-speaking

community learn about land management policy and regulations about camping.

The book covers the most basic questions of new campers and park safety (a major

concern of Hispanic/Latino campers), and promotes healthy family activities.

Tips Worth Trying

• An online program could be a virtual tool used for educating Spanishspeaking visitors about various uses of and policies pertaining to

America’s wilderness areas in addition to ways to be involved with helping

to protect them.

• Obtain information about how to put together a views-like module, what

technological advances are needed, and what values are important for

engaging with leaders in the Latino community regarding how this type of

online tool can best be shared.

Important Web link: http://www.nature.nps.gov/views/

index_wilderness_sp.htm

Point of Contact:

Natural Resource Program Center

Office of Education and Outreach

National Park Service

P.O. Box 25287

Denver, CO 80225

Ph: 303-987-6697
45

Serving Culturally Diverse Visitors to Forests in California: A Resource Guide

Partnerships/Relationships

Finding Common Goals and Values

What is the process for developing a partnership? Does this process appeal to all

ethnic groups in California? Are there gaps in the goals of the Forest Service and

those of ethnically diverse groups and organizations? What type of relationship

exists between the Forest Service and the variety of ethnic groups and diverse

organizations that make up the state of California? All of these questions are

important to ask when developing strategies to formulate partnerships with diverse

groups. Partnerships have been identified by the Washington office as an integral

part of how we accomplish our motto, “Caring for the land and serving people!”

Just as the Forest Service applies adaptive management to the natural resources

it “cares for,” it must also apply an adaptive approach to developing partnerships

with diverse groups in order to “serve” this ethnically diverse state. The structure of

a partnership can differ among ethnic groups, and this section was developed to

help managers better understand these differences through past research and programming proven to be successful.

Initiating and Maintaining Partnerships

In “Creating Racially/Ethnically Inclusive Partnerships in Natural Resource

Management and Outdoor Recreation: The Challenge, Issues, and Strategies,”

Makopondo (2006) analyzes some of the challenges of initiating and maintaining successful partnerships between public land agencies and ethnically diverse

organizations.

Tips Worth Trying

• Communicate the basics about camping to the Spanish-speaking

community.

• Have a public copy of the book for visitors to read while in the visitor

center.

• Consider selling the book along with other multilingual “how-to”

material.

Important Web link: http://www.comoacampar.com/

Point of Contact:

Como Acampar

Ph. 512-636-6113

phil@comoacampar.com
46

GENERAL TECHNICAL REPORT PSW-GTR-222

Asian Pacific Americans Career Enhancement in the USFS

The USFS has a partnership with the U.S. Department of Agriculture (USDA)

and the Asian Pacific Americans in Higher Education to establish the Research,

Employment, and Access Program through a memorandum of understanding.

The program objectives are to improve the representation of the Asian Pacific

Americans in the USDA and their access to USDA programs and services, and to

remove the glass ceiling and other career advancement barriers for Asian Pacific

American employees in USDA. Participants include professionals with heritage

from Cambodia, China, Indonesia, India, Japan, Korea, Laos, the Philippines,

Thailand, Vietnam, and many other Asian and Pacific lands. This partnership provides the tools for assisting managers in identifying and resolving employment and

program delivery matters affecting Asian Pacific Americans, both internally and

externally. An essential component of this program includes monitoring participation by Asian Pacific Americans to ensure equal opportunity, equal involvement,

and equal access to Forest Service benefits and services.

Tips Worth Trying

• Invite relevant minority-based community organizations and community

leaders to participate in initial partnership formation and dialog relating to

defining the issue from the beginning.

• Make programs and activities relevant to the living conditions of ethnic

minorities.

Tip Worth Trying

• Get connected with this program through formal partnership or by

developing an indirect relationship. Engaging with this program will help

to provide managers and field staff with the awareness and knowledge

about how Asians, Asian Americans, and Pacific Islanders have enriched

life and culture in the United States with their energy and talents as well as

their commitment to family and community.

Important Web link: http://www.fs.fed.us/cr/sepm/apap/

Point of Contact:

USDA Forest Service

Civil Rights

P.O. Box 96090, 4SW

Washington, DC 20090-6090
47

Serving Culturally Diverse Visitors to Forests in California: A Resource Guide

Crissy Field Center

The Crissy Field Center is a partnership of the Golden Gate National Parks Conservancy and the Golden Gate National Recreation Area, National Park Service. This

dynamic community environmental facility offers a wide variety of programs,

services, and amenities for visitors of all ages. Walks, workshops, and special

events, designed to link urban communities with their environments, are available

for the general public, community groups, and schools. The center also houses a

media lab, arts workshop, urban ecology lab, and resource library, as well as a cafe

and gift store. Five primary programs are as follows:

• Youth leadership: (1) As Urban Trailblazers, middle school youth spend the

summer learning about environmental issues through hands-on workshops, field

trips, and service projects while gaining valuable skills in their “first job.” (2)

As interns in the Inspiring Young Emerging Leaders program, high school

students are empowered to initiate, coordinate, and implement projects that

expand beyond traditional environmental activism and education.

• Day camps: Summer, winter, and spring break camps combine outdoor

investigation, field outings, and fun hands-on projects for kids entering first

through eighth grades. Youth entering grades 9 through 12 can continue their

camp experience by leading and mentoring children as Counselors in Training.

• Camping at the Presidio: By training teachers and leaders with necessary

camping skills and providing an affordable option and supportive environment,

hundreds of youth that traditionally have not visited their national parks are

camping in the Presidio each year through a partnership with the Presidio Trust

and Bay Area Wilderness Training.

• School programs: Half-day interdisciplinary programs offer students in grades

K through 12 the opportunity to investigate ecosystems of their urban national

park and the “living classroom” setting of the Crissy Field Center. All programs

support California State Academic Standards. In ProjectWISE (Watersheds

Inspiring Student Education), a collaboration with the Urban Watershed

Project, high school students use the Presidio’s watersheds as their science lab

for hands-on scientific discovery, technological exploration, and civic

engagement to devise solutions to issues that face both the park and local

neighborhoods.

• Group programs: Invite a national park ranger to your after-school program or

community or church group for an interactive presentation and hands-on

activities; then take a memorable field trip to your national park next door in

our People to Parks and Parks to People programs.
48

GENERAL TECHNICAL REPORT PSW-GTR-222

WildLink (Yosemite Institute)

WildLink is an innovative partnership between Yosemite and Sequoia-Kings

Canyon National Parks, Yosemite Institute, Sequoia Natural History Association

and the national forests of the Sierra. Since 2000, WildLink Program worked to

open Sierra wilderness to the multicultural youth living at its doorstep and demonstrate the relevance and benefits of wilderness and public lands to all Americans.

Each year, more than 100 culturally diverse high school students participate in

WildLink’s holistically designed combination of wilderness and community-based

outdoor program components. These components are designed to provide leadership training and personal and academic empowerment, giving youth tools to

change their communities.

WildLink works with program participants months before and years

after their expeditions through these programs: pre-expedition visits with students’

families, 5-day wilderness expeditions, community-based stewardship projects,

Tips Worth Trying

• Partner with the Crissy Field Center and develop programs that bring

Crissy Field participants to forests in Region 5. This can provide safe

places for participants to go for their outdoor adventures and connect them

with a forest service ranger for interpretive educational programs.

• Where possible, offer to assist with transportation for Crissy Field

participants.

• USFS interpretive staff could visit organizations and provide interpretive

programs teaching kids about national forests and inviting them to

participate in outdoor recreation on forests in Region 5.

• Forests could build partnerships with urban schools and facilitate

experiences similar to those experienced by Urban Trailblazers.

• Forests could consider a leadership development program for high school

teens to provide opportunities and experiences relating to the area and

build in career components.

Important Web link: http://www.crissyfield.org/our_work/crissy/index.asp

Point of Contact:

Crissy Field Center Director

Golden Gate National Park Conservancy

Building 201, Fort Mason

San Francisco, CA 94123

Ph. 415-561-7750

CFC@ParksConservancy.org
49

Serving Culturally Diverse Visitors to Forests in California: A Resource Guide

weekend family programs, internship opportunities and career guidance, and

Web-based education. WildLink strives for a world that’s interconnected; where

the peace and serenity of wilderness belongs to all cultures; and where the words “I

can’t” have no meaning. Students return as ambassadors for the wilderness, sharing

what they have learned and their experiences with their schools and communities.

This program is special because it brings young people back for followup experiences. This is not just a one-shot deal!

Cultural Resources Diversity Internship Program (National Park

Service)

The Cultural Resources Diversity Internship Program provides a career exploration

opportunity for undergraduate and graduate students in historic preservation and

cultural resources work. The program places interns with National Park Service

park units and administrative offices, other federal agencies, state historic preservation offices, local governments, and private organizations. Intern sponsors provide

work experiences that assist interns with building their resumes in this field. The

program serves two purposes: (1) It gives diverse undergraduate and graduate

students exposure to and experience in the historic preservation/cultural resources

field, and (2) it gives National Park Service and partnership organizations the

opportunity to meet promising young people who might choose to work in the

field.

Tips Worth Trying

• Seek out partnerships with programs like WildLink.

• Use the proven strategies of WildLink in partnership development with

ethnically diverse organizations.

Important Web link: http://wildlink.wilderness.net/

Point of Contact:

WildLink

P.O. Box 577

Yosemite, CA 95389

Ph. 209-372-0607
50

GENERAL TECHNICAL REPORT PSW-GTR-222

Minority Youth Education and Employment Program, Santa

Monica Mountains (National Park Service)

The Santa Monica Mountains National Recreation Area and the National Park

Service Pacific West Regional Office collaborate with the Natural Resources

Conservation Service, California Department of Education, and the Los Angeles

Unified School District on a program to employ and train ethnic minority youth for

environmental careers in the National Park Service. The program is designed to

reach youth early in the process of their career decisions, particularly inner-city

minorities who may not otherwise consider the National Park Service as a career

choice. In turn, these individuals broaden the relevance of the National Park

Service through inclusion of greater cultural diversity in operation and management decisions.

Key success factors:

• The park is providing high school students with novel, exciting summer jobs

working as a team outdoors.

• Wilson High School and now the Oxnard High School District have provided

the park with bright, capable students who already have an interest and

educational background in natural sciences; the students do not arrive

unprepared.

• The park staff in all divisions enthusiastically work to welcome the students

and provide them with meaningful tasks, explaining to students where their

work, no matter how basic, fits into the overall program to protect resources

and achieve the National Park Service mission. On closing questionnaires,

students consistently remark on their sense of contributing to the park’s mission

and the feeling of camaraderie with park staff.

Tips Worth Trying

• Look to this program to help fund summer interns.

• Use this program as a model for a similar program that could possibly be

implemented within Region 5.

Important Web link: http://www.cr.nps.gov/crdi/internships/hostsponsor.htm

Point of Contact:

Cultural Resources Diversity Internship Program

National Park Service

1849 C Street, NW (2280)

Washington, D.C. 20240-0001

Ph. 202-354-2266
51

Serving Culturally Diverse Visitors to Forests in California: A Resource Guide

Enhancing Diversity Within Environmental Organizations

This is a best practices guide published in 2004 by the Environmental Diversity

Working Group (this group was formed in 2001 under the umbrella of the National

Parks Conservation Association). The guide provides the information agencies and

organizations can use to explore why and how diversity can be considered in daily

efforts. Concrete recommendations are provided to assist agencies with developing

a strategy and both short- and long-term plans. As indicated “....overcoming the

pervasive fear of saying the wrong thing, of offending someone, of speaking

plainly and from the heart, may be the most important ‘best practice’ of all.”

Tips Worth Trying

• Develop a partnership using this model while gaining an understanding of

challenges faced and lessons learned.

• Provide transportation when possible.

• Employ more ethnically diverse candidates when possible.

Important Web link: http://www.nps.gov/partnerships/

minrty_yth_santa_monica.htm

Point of Contact:

Santa Monica Mountains National Recreation Area

401 West Hillcrest Drive

Thousand Oaks, CA 91360

Ph. 805-370-2340

Tips Worth Trying

• Use the strategies provided in the guide to get a firm commitment and

necessary support from the leadership within your area; learn how to

effectively use internal and external allies to make this happen.

• Create a documented understanding of where the agency is (internal

assessment) and use the approaches provided to pull a strong team of

people together who will help guide agency directions.

• Define what diversity means for your forest, broadly as well as specifically

relating to cultural communities.

Important Web link: http://www.keniangroup.com/

Point of Contact:

The Kenian Group

938 Swan Creek Road #208

Fort Washington, MD 20744

Ph. 301-292-6677
52

GENERAL TECHNICAL REPORT PSW-GTR-222

Student Conservation Association

The SCA is a nationwide force of high school and college-age volunteers who are

committed to protecting and preserving the environment. Through internships,

conservation jobs, and crew experiences, ethnically diverse SCA interns are rising

to meet today’s environmental challenges while gaining real, hands-on field experience. They complete projects in every conservation discipline, from archaeology to

zoology, and everything in between.

SCA fast facts:

• National nonprofit, founded in 1957

• Nearly 3,000 members annually

• Members perform over 1.6 million service hours each year

• Positions in all 50 states and 3 foreign countries

• Projects in the Nation’s parks, forests, refuges, and urban green spaces

• Nearly 50,000 alumni

• Roughly 60 percent of SCA alumni go on to careers in the conservation field

• Hundreds of positions varying in length and scope, including: ecological

restoration, environmental education, global positioning systems, wildlife

management, interpretation, and recreation.

Tips Worth Trying

• When requesting an intern, inquire about the Diversity Internships

program.

• There is also an active year-round high school program in the Bay Area

serving predominantly diverse youth.

Important Web links: http://www.thesca.org/Oakland

http://www.thesca.org

Points of Contact:

SCA California/Southwest

655 13th Street, Suite 100

Oakland, CA 94612

Ph. 510-832-1966

SCA National Headquarters

P.O. Box 550

689 River Road

Charleston, NH 03603

Ph. 603-543-1700
53

Serving Culturally Diverse Visitors to Forests in California: A Resource Guide

Civic Engagement: Outreach and Community

Connections as a Catalyst for Change

Forming Meaningful Connections

Developing significant relations with people most invested in the forests ensures the

long-term relevance of USFS resources and programs. Expanding these connections to different cultural groups must begin to occur, or continue, in relevant and

innovative ways. Our forests are not always reaching all segments of society as well

as they might. Civic engagement initiatives are an opportunity to refocus efforts at

collaborating with communities in new ways; expand education agendas, and

identify and manage areas that exemplify the fullness of the forests’ history,

culture, and rich diversity; and share these assets with visitors (National Park

Service 2003). As indicated in the National Park Service Director’s Order 75#A,

“true civic engagement is a continuous, dynamic conversation with the public on

many levels.”

The “I” Triad of Inclusion

Forest managers could make people of color (culturally diverse) feel welcomed and

invited to use Forest Service recreation areas, perhaps through including photos of

people of color in their brochures. Also, people of color should be encouraged to

be a part of management in meaningful ways. For example, they could be liaisons

to community leaders or help in translations or in administration of surveys.

Involvement of people of color could to be more prominent. In addition to hiring

people of color into front line and management/decisionmaking positions, involve

them as advocates, or invite them to be board members (Chavez 2000).

Central California Consortium

The Central California Consortium (CCC) is a community outreach and recruitment program funded by the USFS, serving the San Joaquin Valley. Since 1996,

the CCC has provided outreach programs to underserved Latino and Asian communities. Throughout the year, the CCC program employs ethnically diverse students

and nonstudents in USFS positions throughout California, according to their interests. The program encourages students and their families to enjoy the forest and to

become good stewards of the land. The CCC has been recognized as a model program locally, regionally, and nationally. Since its inception, the CCC has placed

more than 450 students in USFS internships over the past 10 years.
54

GENERAL TECHNICAL REPORT PSW-GTR-222

Since 2000, the CCC has been reaching out to the Hmong community (an

Asian ethnic group). On a local level, the CCC does outreach to the Hmong community by going on Hmong radio, attending job fairs, and setting up stations at

local Hmong stores to provide information on current Forest Service rules and

regulations. On a national level, the CCC has participated in the Hmong National

Development Conference for the last 3 years, and for 2 of those years has served

as workshop presenters. This will be the 5th consecutive year the CCC will conduct

outreach at the Hmong New Year held in Fresno, California.

Northern California Consortium

The Northern California Consortium (NCC) is an environmental education, outreach and recruitment program sponsored by the USFS. The NCC is designed to

assist forests in establishing networks in Latino and other diverse communities.

The focus of the program is to educate the underserved rural communities on

natural resources. The three main program components are community, environmental education, and employment. The focus is to establish and strengthen relationships through various community outreach efforts. This NCC is attached to the

Mendocino National Forest in Willows and serves the communities adjacent to the

Klamath, Lassen, Mendocino, Modoc, Plumas, Shasta-Trinity, Six Rivers, and

Tahoe National Forests.

Emphasis areas are to (1) establish and strengthen relationships between

Latinos and the USFS, (2) raise awareness of public lands, (3) encourage careers in

natural resources, and, (4) provide job placement opportunities.

Southern California Consortium

The Southern California Consortium (SCC) is attached to the Angeles National

Forest in Arcadia and serves the communities adjacent to the Angeles, Cleveland,

Los Padres, and San Bernardino National Forests. The SCC focal points are to

establish and strengthen relationships with communities in need. The SCC strives to

raise awareness of public lands, encourage careers in natural resources, and facilitate job placement opportunities.

The SCC currently collaborates with two of the Los Angeles Conservation

Corps’ charter school sites: EcoAcademy in the Pico-Union School District and

Youth Opportunities High School in Watts.
55

Serving Culturally Diverse Visitors to Forests in California: A Resource Guide

A USFS Toolkit for Equal Participation

This toolkit is designed to help managers as liaisons with landowners, community

leaders, nonprofit organizations, and volunteer groups that are implementing USFS

programs in the area. Strategies and ideas are provided to help meet USDA and

USFS goals and requirements for engaging populations that have been traditionally

underserved. Although this emphasizes Cooperative Forestry programs, it also has

tips that can be useful in managing other Forest Service programs. Cooperative

Forestry programs can provide technical and financial assistance to help rural and

urban citizens (including private landowners) to care for forests and sustain the

communities where they live, work, and play.

Tips Worth Trying

Use the consortia (North, Central, South) to:

• Build relationships with diverse communities by increasing awareness of

opportunities that link environmental education provided by public land.

• Provide programs to develop employment opportunities in natural

resource management.

• Recruit more diverse individuals into the agency.

• Develop a relationship with the local.

Important Web links: http://www.fs.fed.us/r5/sierra/cc_consortium

http://www.fs.fed.us/r5/ncc/

http://www.fs.fed.us/r5/scc/

Points of Contact:

Central California Consortium

1600 Tollhouse Road

Clovis, CA 93611

Ph. 559-297-0706, ext. 4962

Northern California Consortium

825 North Humboldt Avenue

Willows, CA 95988

Ph. 530-934-1110

Southern California Consortium

701 North Santa Anita Avenue

Arcadia, CA 91006

Ph. 626-574-5347
56

GENERAL TECHNICAL REPORT PSW-GTR-222

Tips Worth Trying

• Use the toolkit to provide three key components that could be useful in

the area:

– An overview of cooperative forestry programs.

– A model for public outreach plans.

– Relevant laws, regulations, and directives requiring outreach.

• Use sample cases to get concrete ideas for making and measuring progress.

Important Web link: http://www.fs.fed.us/spf/coop/library/Toolkit.pdf

Outreach Services Strategies for All Communities

This is a handy brochure of great case studies for those wishing to expand participation while engaging communities and building partnerships. It is the result of a

committee formed by state and federal urban and community forestry coordinators

and representatives stemming from a convening at the 2001 National Urban Forest

Conference (NUFC) held in Washington, D.C. Four key tasks of the committee

were to (1) compile strategies, resources, success stories; (2) provide status reports

to state foresters; (3) distribute the guide to all urban and community forestry state

and federal coordinators and selected partners; and (4) give an oral presentation,

including recommended followup activities at future NUFC meetings. (Note: Funds

for this publication were provided by the National Association of State Foresters

through a grant from the USDA Forest Service.)

Tips Worth Trying

• Review this step-by-step pocket guide that includes seven steps from

“Learning About Diversity in Your Area” to “Implementing Outreach

Programs” and followup. Each success story/case example provides the

project statement, location, activities and/or programs, funding sources (if

applicable), and results.

• Check the guide for a list of additional outreach resources.

Important Web link: http://www.na.fs.fed.us/spfo/pubs/uf/outreach/

ucfoutreach.htm
57

Serving Culturally Diverse Visitors to Forests in California: A Resource Guide

Urban Connections (USFS Region 9)

Urban Connections, and urban outreach program, is an effort by the USFS Eastern

Region to engage and build relationships with our urban neighbors. The aim is to

bridge the gaps between rural communities and city dwellers, and involve underrepresented urban audiences in USFS activities. Urban Connections also aims to

build on existing urban outreach efforts of national forests in the Eastern United

States and connect to other urban involvement, education, research and development work in the West, South, and throughout the USFS and United States.

Youth Service California

The mission of Youth Service California is to build the capacity of school and

community partners to embrace and integrate all forms of diversity in all levels of

youth service. They work with a variety of agencies and organizations toward the

civic, educational, cultural, and spiritual transformation of California. “The young

people of this state are re-making themselves and their communities through

service” (http://www.yscal.org/cm/Home.html). Diversity is integral to everything

they do and achieve.

Tip Worth Trying

The forests in the Eastern Region are similar to forests in southern California.

They are geographically close to large urban areas, and large numbers of

people can use recreational facilities at day-use sites on each forest.

• Southern forests in Region 5 can use Urban Connections as a template for

future ethnic minority outreach efforts.

Important Web link: http://www.fs.fed.us/r9/urbanconnections/

Point of Contact:

USFS Region 9, Regional Office

626 East Wisconsin Ave.

Milwaukee, WI 53202

Ph. 414-297-3600
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GENERAL TECHNICAL REPORT PSW-GTR-222

The City Project

The mission of The City Project is “to achieve equal justice, democracy, and

livability by influencing the investment of public resources to achieve results that

are equitable, enhance human health and the environment, and promote economic

vitality for all communities. Focusing on parks and recreation, playgrounds,

schools, health, and transit, we help bring people together to define the kind of

community where they want to live and raise children. The City Project works with

diverse coalitions in strategic campaigns to shape public policy and law, and to

serve the needs of the community as defined by the community.” Its Web site

includes the work of the City Project since its inception in 2000.

The City Project is leading a broad alliance to diversify access to and support

for national forests. One example of a sponsored program is “Transit to Trails.”

Given that transportation continues to be a barrier to visiting forests, parks, and

other public lands, Transit to Trails takes inner-city youth and their families and

friends on fun outdoor trips. The project enriches their education about water, land,

wildlife, and cultural history, and the importance of physical activity and healthy

eating for life-long health.

Tips Worth Trying

• Provide young people and adults as their allies with tools needed to lead a

transformation in youth service.

• Look for various ways to achieve goals including through service-learning

projects.

• Engage young people in new and innovative ways.

Important Web link: http://www.yscal.org/cm/Home.html

Point of Contact:

Youth Service California

P.O. Box 70764

Oakland, CA 94612-0764

Ph. 510-302-0550
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Serving Culturally Diverse Visitors to Forests in California: A Resource Guide

Tips Worth Trying

• Learn how you can build bridges between traditional environmentalists

and diverse communities to diversify access to and support for the forests

in southern California as well as in other forests across the state.

• Join forces with The City Project for outcomes and outputs that could

include coalition building, public education, policy and legal advocacy,

multidisciplinary research and analyses, strategic media campaigns, and

creative engagement of opponents to find common ground.

Important Web link:

http://www.cityprojectca.org/ourwork/index.html

Family Forests— http://www.cityprojectca.org/publications/forests.html

Outdoor Outreach

Outdoor Outreach is a nonprofit organization, established in 2001, whose mission is

“to empower at-risk and underprivileged youth to make positive, lasting changes in

their lives through comprehensive outdoor programming.” Outdoor Outreach

programs support underserved youth in San Diego County who are at risk for

school dropout, substance abuse, violence, and unintended pregnancy. This is the

only agency in San Diego and is among a growth of similar programs across the

country that uses outdoor physical experiences to provide youth with the support,

relationships, resources, and opportunities they need to become successful adults.

Tips Worth Trying

• Develop a partnership with this organization through informal means or a

cooperative agreement.

• Engage their expertise and provide access to forest lands for their

programs.

• Learn how they reach out to youth, how their staff are connected to youth,

and what high-impact activities offer a “wow” factor for youth.

Important Web link: http://www.outdooroutreach.org/programs/index.htm

Point of Contact:

Outdoor Outreach

5275 Market Street, Suite A

San Diego, CA 92114

Ph. 619-238-5790

info@outdooroutreach.org
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GENERAL TECHNICAL REPORT PSW-GTR-222

Ways to Integrate Civic Engagement Into Everyday Business

(Note: Some of these ideas have been adopted from the National Park Service

Civic Engagement initiatives: http://www.nps.gov/civic/index.html)

Interpretation for appreciation—

By giving expression to diverse voices and sharing the stories and experiences of

everyday people, civic engagement encourages all people to relate their experience

to the forest they are visiting. Engaging visitors in important conversations allows

them to experience the forest on their own terms. The National Park Service

experience suggests that this is done through exhibits and materials, and by inviting

visitors to enter into various discussions and examine their personal biases and

opinions about any given topic of interest (National Park Service Civic Engagement

for Employees, http://www.nps.gov/civic/for/emp.html).

Educate to elevate—

Develop partnerships with academic institutions and other educational organizations.

This will help integrate a wonderful selection of multiple perspectives of current

scholarship into programming at forests and within the classroom regarding schools

with whom you might connect. Collaborative education partnerships can function to

strengthen or reinforce the public’s understanding of the present-day relevance of

forest resources.

Resource management—

Forests are resources that are available for use by everyone interested in exploring

these lands. Welcome and encourage public participation in the process of thinking

about and discussing the future of these resources. When confronted with making

essential decisions, include people and groups who are often hard to reach and may

feel uncomfortable; that is, keep in mind what the broader philosophy and vision of

civic engagement really is. Strive to be open to ideas and requests that may be out

of the traditional “comfort zone.”

Outdoor recreation planning—

The Forest Service is committed to embracing civic engagement as an important

foundation and framework for creating plans and developing programs. Effective

civic engagement involves inclusive, comprehensive planning that engages a variety

of stakeholders and communities in public discussions about the management and

conservation of forest resources. Invite and involve the public before you work on

the plan.
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Serving Culturally Diverse Visitors to Forests in California: A Resource Guide

Civic Engagement in the National Park Service

Although various efforts and initiatives across the national parks have occurred for

many years, in 2001—in response to a mixture of critical challenges—the former

director of the Northeast Region conceived of the Civic Engagement Initiative for

the National Park Service. As noted in the overview report of the development of

civic engagement in the National Park Service (http://www.nps.gov/archive/civic/

about/how.pdf)

“The study of our nation’s history, formal and informal, is an essential part of our

civic education. In a democratic society such as ours, it is important to understand

the journey of liberty and justice, together with the economic, social, religious, and

other forces that barred or opened the ways for our ancestors, and the distances yet

to be covered.” The National Park Service later established Director’s Order #75A

for Civic Engagement and Public Involvement officially in 2003. The purpose is

“to articulate our commitment to civic engagement, and to have all National Park

Service units and offices embrace civic engagement as the essential foundation and

framework for creating plans and developing programs” (http://www.nps.gov/

policy/DOrders/75A.htm)

Tips Worth Trying

• Check the Web site for ideas to better connect with communities.

• Check the case studies and best practices.

• Check the Web site for useful links, a bibliography including general

readings plus research studies, and a community toolbox for learning how

to accomplish shared goals.

• Consider developing a Forest Service civic engagement and community

outreach Web site to help meet the needs of managers based on the visitors

and other constituents in the state of California.

Important Web link: http://www.nps.gov/civic/

Point of Contact:

The Northeast Regional Office Headquarters

U.S. Custom House

200 Chestnut Street

Philadelphia, PA 19106

NPS_Civic_Engagement@nps.gov
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GENERAL TECHNICAL REPORT PSW-GTR-222

Community Outdoor Outreach Program (CO-OP)

The mission of this program is to assist communities in providing recreation and

conservation opportunities for the use and enjoyment of present and future generations. The CO-OP grant helps to introduce underserved populations to the services,

programs, and facilities of Texas Parks and Wildlife Department. This is not a land

acquisition or construction grant; this is only for programs and services. Grants are

awarded to nonprofit organizations, schools, municipalities, counties, cities, and

other groups. Minimum grant requests are $5,000, and maximum grant requests are

$30,000. This grant program has changed from two funding cycles to one funding

cycle per year.

Tip Worth Trying

• Check for opportunities to gather funds, earmarks for projects or programs

that specifically target getting more ethnically diverse kids to participate

in outdoor recreation on national forest lands.

Important Web links:

http://www.tpwd.state.tx.us/learning/community_outreach_programs OR

http://www.tpwd.state.tx.us/business/grants/trpa/#coop

Point of Contact:

Texas Parks and Wildlife Department

4200 Smith School Road

Austin, TX 78744

Ph. 800-792-1112

Other Resources Available

This section provides a sample of other great resources and research that do not

really fit in any of the primary categories in this resource guide. This information,

from multiple agencies and organizations across the country, may benefit USFS

managers and other personnel in California in various ways to help strengthen

efforts in serving culturally diverse communities now and in the future. In some

cases, the best way to get the most use out of this material is to simply visit the

Web site link included for the specific resource provided.

Recreation Visitor Research: Studies of Diversity

For over 20 years, the USFS Pacific Southwest (PSW) Research Station has been

exploring outdoor recreation relating to the wildland-urban interface. Given the
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Serving Culturally Diverse Visitors to Forests in California: A Resource Guide

increased representation of diverse visitors enjoying the forests for varying recreational uses, managers wanted to understand how and why ethnic minorities were

recreating in different ways compared to White visitors. Comprehending such differences led to further exploration of how best to serve the needs of diverse visitors, in particular, relating to various recreational sites (e.g., picnic areas, activities

occurring in open spaces). The PSW was tasked with conducting research and

providing scientific information about these diverse users and how best to accommodate visitor needs. Emphasizing applied research practices, the PSW has been a

leader in this area. The resulting report (Chavez et al. 2008) consists of 16 studies

clustered into 6 categories: international studies, syntheses of studies, management

studies, environmental belief studies, communication studies, and measurement

studies. The six key sections include a wide variety of papers addressing specific

topics of potential use for forest managers. This report is well organized providing

details that would be most useful to managers in the field (connecting with visitors), ideas for staff and management training, sample ways to measure culture,

and more.

Tips Worth Trying

Use this document to:

• Understand the reality of diverse visitors.

• Help you reach conclusions, make good choices, and communicate more

effectively with diverse groups and with management.

• Improve the work you do.

• Have solid research examples to back up your decisions.

• Keep up in a changing environment.

Important Web links:

http://www.fs.fed.us/psw/publications/documents/psw_gtr210/psw_gtr210.pdf

Contact:

Pacific Southwest Research Station

4955 Canyon Crest Drive

Riverside, CA 92507-6099

Ph: 951-680-1500
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GENERAL TECHNICAL REPORT PSW-GTR-222

References for Ethnic Diversity (U.S. Army Engineer Research

and Development Center)

This site consists of a bibliography of research reports. Topics are race specific

pertaining to recreational use of U.S. Corps of Engineers (COE) sites and include

studies about African Americans, Asian Americans, Hispanic Americans, and Native

Americans. A general report is also provided about managing for diversity in terms

of recreation facilities and service modifications for ethnic minority visitors.

Tips Worth Trying

• Use the references provided on this site, which have links to various

reports.

• Use the options offered.

Important Web link: http://corpslakes.usace.army.mil/employees//ethnic/

erdc.html

Ethnic Diversity and Recreation Participation at Corps Sites

Recreation visits to COE lakes by various ethnic minority groups are increasing,

especially in areas of the United States where communities are experiencing

increased immigration and rapid population growth. Like other public land agencies, the COE expects to serve a wider range of outdoor recreation visitors than it

has in the past. The research now under way at the Research and Development

Center continues the work begun in 1995 as part of the research work unit on

Ethnic Culture and Corps Recreation Participation. This site has added links for

news and current issues, policy and procedures, training, program summaries,

research references (see below), and more.

Tips Worth Trying

Specific regional demographic trends and their projected socioeconomic

impacts are identified and can provide forests with similar trend and potential

impact data.

• Use this information possibly to help identify recreational needs and

facility preferences for traditional and nontraditional visitors, especially

African-Americans, Hispanic Americans, and Asian Americans.
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Serving Culturally Diverse Visitors to Forests in California: A Resource Guide

Diversity in the National Park Service

This Web site is a wealth of resources with primary framework developed for use

in the National Park Service. Resource highlights include the following categories:

Applied Ethnography Program; Civic Engagement Initiative; Cultural Resources

Diversity Program; General Links of Interest; National Park Service Diversity

Connections (see description that follows); Resources of Interest; Research Reports

and Papers; and Women in Science and Related Fields.

National Park Service “Diversity Connections”—

“Diversity Connections” is the only written compilation of its kind in the National

Park Service. Accomplished under the term of former National Park Service

Director Fran Mainella, this is an aggregate of national diversity-based and

multicultural-related programs, initiatives, divisions, and offices. This document is

designed to be an “at-a-glance” collection of resources allowing managers, field

staff, volunteers, partners, and others interested to better understand what is being

done holistically across the National Park Service and encouraging communication.

Tips Worth Trying

• Use this site to locate a list of resources, research studies, program samples,

best practices, and management strategies.

• Use the site to locate gender-based resources for women in natural

resources and the sciences.

• Use the link to diversity in the Pacific West Region specifically.

• Consider using this as a model Web site for forests to develop in

California.

Important Web links:

Diversity in the Pacific West Region: http://www.nps.gov/pwro/diversity.htm

General Information: http://www1.nature.nps.gov/helpyourparks/diversity

• Use the links and resources on this site to find services and programs to

use as models to help improve relations between various ethnic groups as

well as help improve communications between employees and minority

visitors.

Important Web link: http://corpslakes.usace.army.mil/employees//ethnic/

ethnic.html
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GENERAL TECHNICAL REPORT PSW-GTR-222

This publication has many uses including to obtain basic information of “big

picture” resources and tools, for briefings and presentations, to respond to public

inquiries, to assist with recruiting diverse candidates, and more. Basic content

of this inventory includes (1) name/title of program/initiative; (2) office(s) or

division(s) and contact(s) that manage the program/initiative; (3) brief description

of program/initiative (“annotation”); and (4) Web site (URL for ease of information

access–if available).

Environmental Stewardship for the 21st century—

This is a three-phase series of reports prepared for the Natural Resources Council

of America (Stanton 2002). The council commissioned the former director of the

National Park Service, Bob Stanton, and authorized him to “review the status quo

and determine what future actions might be taken to increase the employment and

participation of culturally diverse citizens in conservation organizations and programs.” Stanton is a consultant for agencies interested in conservation policy,

planning, and management. The purpose of the project was to research, inventory,

and analyze efforts and progress, and develop recommendations for future actions in

increasing cultural diversity in conservation activities. A focus was on exploring

measures for increasing cultural diversity on the boards, staff, and across the

membership ranks of the council organizations.

Excellent options are provided throughout and are feasible for implementation

and action. Phase I of the project focuses on African Americans, and contains

findings and recommendations based on an analysis of (1) diversity representation

within council organizations, (2) employment policies and recruitment, and (3)

interagency and community involvement. This report contains recommendations

that address a variety of concerns of the Council and its members.

Tips Worth Trying

• Use this inventory if you are interested in collaborating or partnering with

any given National Park Service unit in California.

• Use this site as an efficient way to procure key information relating to a

specific topic of interest.

• Individual forests in California could consider developing a similar

inventory for specific use in any given area.

Important Web link: http://www1.nature.nps.gov/helpyourparks/Diversity/pdf/

NPSDiversityConnections.pdf
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Serving Culturally Diverse Visitors to Forests in California: A Resource Guide

Phase II builds on the findings and recommendations set forth in Phase I.

Information for this phase was collected from a broad spectrum of ethnically and

culturally diverse citizens across the country through use of survey research. Three

primary areas were identified: (1) documenting connection to the land from a

historical perspective, (2) building awareness about conservation organizations and

programs, and (3) achieving cultural diversity in conservation organizations and

programs (e.g., recruitment through partnership with minority-serving colleges and

universities, employee training and development, and forming an executive diversity leadership advisory council).

Continues

Tips Worth Trying

Phase II

• Sponsor a seminar (or conference) that would involve a panel of 3 to 5

highly acclaimed historians to lead a comprehensive discussion on the

struggles and contributions of culturally diverse groups and individuals

to the conservation of the Nation’s natural resources.

Tips Worth Trying

Phase I

• Improve cultural diversity in the Forest Service programs with respect to

visitors, partner organizations, staff, and youth employment.

• Expand diversity in conservation programs through cooperative and

collaborative relationships with other governmental (e.g., state and

federal) and culturally diverse educational, civic, community, and

private organizations.

• Build on past and current programs for achieving cultural diversity.

• Strengthen the capacity to support staff training and diversity action

needs.

• Expand both the preservation and conservation agenda by supporting

environmental justice.

• Tell the full story—promote the history and contributions of African

Americans in the conservation of our Nation’s natural resources.

Important Web link:

http://www.naturalresourcescouncil.org/ewebeditpro/items/O89F3675.pdf
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GENERAL TECHNICAL REPORT PSW-GTR-222

Phase III consists of a followup survey of progress, initiatives, programs and

accomplishments of the agencies surveyed in Phase II. Objectives were to

(1) assess progress made by organizations in the implementation of recommendations set forth in the cultural diversity study project reports, (2) provide anecdotal

information on the individual organization’s progress made toward achieving

cultural diversity goals, (3) develop additional recommendations based on survey

findings, and (4) prepare a summary report as an update and addendum to the

original report, “Opportunities and Actions for Improving Cultural Diversity in

Conservation Organizations and Programs.”

Minority Outreach in State Fish and Wildlife Agencies

This is a final report to the International Association of Fish and Wildlife Agencies

by the Education Committee, Subcommittee on Minority Outreach. Assistance

provided by the Management Assistance Team and the Division of Federal Aid,

U.S. Fish and Wildlife Service (September 1998, Savannah, GA). Although

Tip Worth Trying

Phase III

• Check assessments and note the recommendations.

Important Web links:

http://www.naturalresourcescouncil.org/ewebeditpro/items/O89F5307.pdf

http://www.naturalresourcescouncil.org/

Point of Contact:

Natural Resources Council of America

1616 P Street, NW suite 340

Washington, DC 20036

Ph: 202-232-6531

• Undertake all necessary measures to eliminate possible difficulties in

communicating Forest Service programs and job opportunities to

ethnically diverse professionals. Examples: Publish conservation articles,

research materials, job vacancies, event notices, etc., in multiple languages

(e.g., Spanish, Cantonese, etc.) and make wide use of ethnic news media

for publicizing Forest Service business and needs.

Important Web link:

http://www.naturalresourcescouncil.org/ewebeditpro/items/O89F3677.pdf
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Serving Culturally Diverse Visitors to Forests in California: A Resource Guide

developed 10 years ago, this historical report is the result of the first initiative of

the International Association of Fish and Wildlife Agencies to assess the nationwide

status of state fish and wildlife agency efforts to reach minorities in both education

and outreach programs as well as in recruitment and retention.

Minorities in Agriculture and Natural Resource and Related

Science

The society for Minorities in Agriculture and Natural Resources and Related

Science (MANRRS) is a national organization with college chapters across the

country that helps students of color interested in learning about scientific professions, including the USFS. Resources in California are also listed.

Tip Worth Trying

This report contains samples of outstanding programs employing best

practices in their management and implementation.

• Use as a resource to help employees learn new ways to network and share

good ideas, concerns, and different approaches.

Point of Contact:

U.S. Fish and Wildlife Service

1201 Oakridge Drive, Suite 300

Fort Collins, CO 80525

Ph. 970-282-2000

Tip Worth Trying

• Use MANRRS to recruit ethnically diverse groups of students from all over

the United States to work for forests in Region 5.

Important Web link: http://www.manrrs.org/

Points of Contact:

MANRRS

P.O. Box 381017

Germantown, TN 38183

Ph. 901-757-9700

exec.office@manrrs.org Continues
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GENERAL TECHNICAL REPORT PSW-GTR-222

Center for Diversity and the Environment

The Center for Diversity and the Environment provides strategic direction on

diversifying the environmental movement through the development of effective and

sustainable diversity efforts. This center is a repository of information and resources relating to program and outreach efforts, organizations, people, events,

research, and a variety of strategies that are successful in diversifying the environmental movement and natural resource-related fields. It also provides a list of

speakers and consultants.

MANRRS Chapters in California:

California Polytechnic State University, San Luis Obispo

Ph. 805-756-2169

California State University, Fresno

Ph. 559-278-8311 or 559-278-2061

University of California, Davis

Ph. 530-752-0109 or 530-752-3530

Acknowledgments

We thank the following reviewers for their excellent contributions to this resource

guide: Dr. Maria T. Allison, Professor, Community Resources and Development,

Graduate College Dean, Arizona State University; Marlene Finley, USDA Forest

Service; and Steve Hagler, Director of Youth Investment, Pacific Forest and Watershed Lands Stewardship Council.

Tips Worth Trying

• Gain new ideas for strategies to diversify the workforce.

• Seek out a speaker or consultant to visit your forest and speak with your

staff.

• Review the research and other great resources provided to see if there’s

anything helpful for decisionmaking, ideas for new partnerships,

suggestions for services in your community, and much more.

Important Web link:

http://www.environmentaldiversity.org
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Serving Culturally Diverse Visitors to Forests in California: A Resource Guide

References

Absher, J.D.; Winter, P.L.; James, K. 1997. Delivering environmental education

and interpretive messages in urban proximate field settings: “lessons” from

southern California. Trends. 34(4): 30–37.

Alm, J.A.; Blahna, D.J.; Chavez, D.J. 2008. Management assumptions and

program realities: a case study of noncommercial fern gathering. In: Chavez,

D.J.; Winter, P.L.; Absher, J.D., eds. Recreation visitor research: studies of

diversity. Albany, CA: U.S. Department of Agriculture, Forest Service, Pacific

Southwest Research Station: 87–96.

Anderson, J.A.; Blahna, D.J.; Chavez, D.J. 2000. Fern gathering on the San

Bernardino National Forest: cultural versus commercial values among Korean

and Japanese participants. Society and Natural Resources. 13: 747–762.

Bay Area Open Space Council. 2004. Parks people and change: ethnic diversity

and its significance for parks, recreation and open space and conservation in

the San Francisco Bay Area. http://nature.nps.goc/helpyourparks/Diversity/pdf/

ParksPeopleChange_2004Bay Area.pdf. (October 23, 2006).

California Budget Project. 2008. Planning for California’s future: the state’s

population is growing, aging, and becoming more diverse. http://www.cbp.org.

(November 28, 2008).

California Department of Aging. 2005. Statistics and demographics. http://

www.aging.ca.gov/html/stats/demographics.html. (May 17, 2005).

California Department of Finance. 2002. Census 2000: summary file 1 California profile. Sacramento, CA. http://www.dof.ca.gov. (November 28, 2008).

California Department of Finance. 2007. New state projections show 25 million

more Californians by 2050; Hispanics to be states majority ethnic group by

2042. Sacramento, CA. http://www.dof.ca.gov. (November 28, 2008).

California Department of Finance. 2008. Public K–12 enrollment and high

school graduate projections by county, 2008 series. Sacramento, CA.

http://www.dof.ca.gov. (November 28, 2008).

California Department of Parks and Recreation. 2003. Public opinions and

attitudes on outdoor recreation in California–2002: an element of the California outdoor recreation plan. Sacramento, CA: California State Parks Planning

Division. 78 p.
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GENERAL TECHNICAL REPORT PSW-GTR-222

California Department of Parks and Recreation. 2005. Park and recreation

trends in California. Sacramento, CA: California State Parks Planning Division.

48 p.

California Legislative Analyst [N.d.]. The 2008-2009 budget: perspectives and

issues. California Legislative Analyst. http://www.lao.ca.gov/analysis_2008/

2008_pandi/Pandi_08.pdf. (September 23, 2008).

California Travel and Tourism Commission. 2008. Insights: year in review. On

file with: California Travel and Tourism Commission, 980 9th Street, Suite 480,

Sacramento, CA 95814.

California Travel and Tourism Commission. [N.d.]. Geography.

http://www.visitcalifornia.com/AM/

Template.cfm?Section=California_Facts&Template=/TaggedPage/

TaggedPageDisplay.cfm&TPLID=6&ContentID=6673. (September 29, 2008).

Chavez, D.J. 1993a. Hispanic recreationists in the urban-wildland interface.

Trends. 29(4): 23–25.

Chavez, D.J. 1993b. Visitor perceptions of crowding and discrimination at two

national forests in southern California. Res. Pap. PSW-RP-216. Albany, CA:

U.S. Department of Agriculture, Forest Service, Pacific Southwest Research

Station. 17 p.

Chavez, D.J. 2000. Invite, include, and involve! Racial groups, ethnic groups, and

leisure. In: Allison, M.T.; Schneider, I.E., eds. Diversity and the recreation

profession: organizational perspectives. State College, PA: Venture Publishing,

Inc.: 179–194.

Chavez, D.J. 2001. Managing outdoor recreation in California: visitor contact

studies 1989–1998. Gen. Tech. Rep. PSW-GTR-180. Albany, CA: U.S. Department of Agriculture, Forest Service, Pacific Southwest Research Station. 100 p.

Chavez, D.J. 2002. Adaptive management in outdoor recreation: serving Hispanics

in southern California. Western Journal of Applied Forestry. 17(3): 129–133.

Chavez, D.J. 2005. Natural areas and urban populations: communication and

environmental education challenges and actions in outdoor recreation. Journal

of Forestry. 103(8): 407–410.
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Serving Culturally Diverse Visitors to Forests in California: A Resource Guide

Chavez, D.J.; Baas, J.; Winter, P.L. 1993. Mecca Hills: visitor research case

study. BLM/CA/ST-93-005-9560. Sacramento, CA: U.S. Department of the

Interior, Bureau of Land Management. 47 p.

Chavez, D.J.; Gill, C. 1999. Bracken fern harvesting. Forestry Research West.

April: 5–10.

Chavez, D.J.; Knap, N.E.; McCollum, D. 2004. Assessing national forest visitors’

comprehension of international symbols for communicating outdoor recreation

messages. Journal of Park and Recreation Administration. 22(3): 1–21.

Chavez, D.J.; McCollum, D.; Olson, D.D. 2002. Day use series: 2001, the San

Bernardino National Forest. 31 p. Unpublished report. On file with: U.S.

Department of Agriculture, Forest Service, Pacific Southwest Research Station,

4955 Canyon Crest Drive, Riverside, CA 92507.

Chavez, D.J.; Olson, D.D. 2004. Day use of national forests series: the Angeles

National Forest southern California planning places, 2004. 58 p. Unpublished

report. On file with: U.S. Department of Agriculture, Forest Service, Pacific

Southwest Research Station, 4955 Canyon Crest Drive, Riverside, CA 92507.

Chavez, D.J.; Winter, P.L.; Absher, J.D., eds. 2008. Recreation visitor research:

studies of diversity. Albany, CA: U.S. Department of Agriculture, Forest

Service, Pacific Southwest Research Station. 225 p.

Cordell, H.K.; Betz, C.J.; Green, G.T.; Mou, S.; Leeworthy, V.R.; Wiley, P.C.;

Barry, J.J.; Hellerstein, D. 2004. Outdoor recreation for 21st century

America—a report to the nation: the national survey on recreation and the

environment. State College, PA: Venture Publishing, Inc. 293 p.

Crano, W.; Quist, R.; Winter, P.L. 2008. Forest visitation, media consumption,

and diverse publics: lessons for outreach. In: Chavez, D.J.; Winter, P.L.; Absher,

J.D., eds. Recreation visitor research: studies of diversity. Albany, CA: U.S.

Department of Agriculture, Forest Service, Pacific Southwest Research Station:

175–193.

Duane, T.P. 1996. Recreation in the Sierra. Sierra Nevada Ecosystem Project: final

report to Congress, vol. II. Assessments and scientific basis for management

options. Davis, CA: University of California, Centers for Water and Wildland

Resources: 557–609.
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