Over the New Year’s holiday I spent some time in Florida. One day during the trip I drove from Treasure Island on the Gulf Coast over to Myakka River State Park. The park is a great place to watch alligators warming themselves in the sun or to catch a glimpse of the many varieties of birds that make a home there—egrets, herons, and even eagles. Given my interest in the environment, it should come as no surprise that I have an interest in wildlife watching. And, like so many others, I am willing to spend money to do it.
A new report from the U.S. Fish & Wildlife Service, “Wildlife Watching in the U.S.: The Economic Impacts on National and State Economies in 2006,” describes the importance of wildlife watching to the U.S. economy. Even though the data is from 2006, it is highly relevant. In that year, the report says 71 million people enjoyed closely observing, feeding, and photographing wildlife. Eight percent more participated in 2006 than in 2001. Wildlife-related expenditures in 2006 amounted to $45.7 billion. Expenditures on wildlife watching were equivalent to the amount of revenue from all spectator sports (football, baseball, and other sports), all amusement parks and arcades, casinos (except casino hotels), bowling centers, and skiing facilities.
Of the total trip expenditures of $12.9 billion spent on wildlife watching in 2006, $3.2 billion was spent on lodging. Based on economic output, the 10 states that benefited the most from wildlife watching were (from most to least): California, Florida, Texas, Georgia, New York, Michigan, Pennsylvania, Washington, Colorado and Illinois. To view or download the report, see the link at the end of this column.
How to Capture the Wildlife Watching Crowd
The numbers above certainly make a strong case for protecting our environment and the wildlife that lives within it. They also hammer home the vital wildlife watching/lodging connection. In what ways is your property taking advantage of Americans’ keen interest in wildlife watching? If you are not yet targeting this group with your marketing efforts, you should be—especially in this economy. Here are just a few things you should be doing:
• Get to know the natural areas within driving range of your property. Highlight those on your website and in your brochures. Assign someone on your staff to establish contact with those who run visitor centers, museums and other facilities that offer wildlife watching. Are those facilities working with tour operators? If so, get to know those individuals as well.
• Establish contact with those nature-oriented groups that meet in your local community. Offer them your meeting facilities. Plan a reception for them. Contact national organizations such as the Sierra Club to find out whether or not tours will be taking place in your area in the coming year. Ask where these types of organizations will be holding their conventions in the coming years.
• Host a miniature “trade show” for nature-oriented organizations and area companies that sell natural products. Invite your local community to attend. This is a great publicity opportunity—on both a local and national level.
• Identify local experts (guides) who are available to take guests on tours of area wildlife attractions. Feature them on your website and in your brochures.
• Discover where bird festivals are being held. Most states have these each year. Some birding tours charge up to $6,000 and fill up a year in advance. Is your property properly targeting the bird loving crowd?
• Establish a relationship with a local or national organization that supports the protection of wildlife. Donate a portion of each room night sold to it. Let your guests know that you are doing it. I guarantee your guests will love it.
These are just a few ideas to consider. If you have any other ideas to share, send them my way. I would also love to hear about your success stories—ways that you have been able to build your business thanks to wildlife watching.
Click here to access the Wildlife Watching report.
GLN Welcomes usfi | GreenWorks, Prestwick Ltd. as Directory Partners
Green Lodging News welcomes usfi | GreenWorks and Prestwick Limited as Green Product & Service Directory Partners. Dallas-based usfi | GreenWorks is a source for printed products and services—anything that can be imprinted or screened with a brand. Examples include key cards, stationery, sweaters, coasters, laundry bags, ball caps, towels, coffee mugs and much more. The company offers three Green Earth Key Cards: 1) BioPVC, a vinyl that biodegrades naturally, 2) corn-based plastics, and 3) recycled PVC. The company’s products are targeted toward these hotel departments: administration/accounting; food and beverage; front desk/concierge; housekeeping; sales and marketing; and spa/health club. Call (800) 422-2898, e-mail greenworks1@usfi.com, or go to www.usfi.com/greenworks for more information.
Prestwick Limited, Oconomowoc, Wisc., manufactures earth-friendly furnishings for the hospitality industry. The company’s outdoor furnishing solutions include Towel Valets, Towel Returns, Recycle Stations, Waste Enclosures, Beverage Solutions, Bellman’s Valets, Planter Boxes, Seating, Storage Boxes and Signage. Prestwick Limited’s products are available in Teak, Ipe and Forever•nu, the purest grade of recycled plastic. The source for the plastic is recycled milk jugs. The company offers numerous collections including Great Lakes, Highlands, Keystone-EL, and Sedona. Prestwick’s collections are available in different styles and colors. Call (800) 505-7926, e-mail annier@prestwicklimited.com, or go to www.prestwicklimited.com.
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