Outdoor Industry Stakeholder Survey

Wisconsin’s outdoor industry stakeholders help people experience the outdoors and are the engine behind the state’s $9.8 billion outdoor recreation industry. If you are an outdoor retailer, guide, outfitter, manufacturer, recreation planner or designer, recreation program manager, land manager, trail builder, or work in any of the many spaces that are responsible for providing outdoor recreation or facilitate getting people outside, we invite you to take this survey.

We value your insights and appreciate your time to complete this survey as part of the Office's mission to draft our first Expedition Guidebook, our vision and strategic plan for the next five years. Your input will help us arrive at a collective vision for Wisconsin's outdoor economy and determine the impactful ways the Office of Outdoor Recreation can support the industry.

Your responses to this survey will help us:

Understand the current concerns and needs of Wisconsin’s outdoor recreation industry.
Understand what the Wisconsin outdoor industry values, what you’d like to see more of and how we can assist you.
Gain clarity on what services and resources the Office can provide to Wisconsin’s outdoor recreation industry.
Identify key areas of focus where the Office can have the greatest impact.

We appreciate your participation and thank you for completing this survey.

Question Title

* 1. What type of organization do you represent?

Small business: Guide, retailer or dealer

Manufacturer (including component parts)

Tourism or chamber organization

Land manager/ government agency (including local parks and rec department)

Nonprofit: User group, educational, practicing conservation or stewardship, etc.

Post-secondary education: University, college or affiliated program

Other (please specify)

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* 2. What county is your organization primarily located in?

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* 3. Is your primarily location considered:

Urban

Suburban

Rural

No physical location

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* 4. How many people are employed by your business/ organization?

0 - 5

6 - 10

11 - 20

21 - 50

51 - 100

101 - 500

501 - 1000

1001+

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* 5. What does a thriving outdoor recreation industry and economy look like to you? Please pick three.

Access to outdoor spaces within a 5-minute walk

Community engagement and support for outdoor initiatives

Growth in outdoor gear and equipment sales

Improved visitor or participant satisfaction

Increased participation rates in outdoor activities

Increased visitors to the state for outdoor recreation

More jobs supported by the outdoor industry

Reduced chronic disease, obesity and mental health issues of residents

Sustainable economic growth for local communities

Wisconsin recognized as a top tier outdoor recreation destination

Other (please specify)

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* 6. In ten words or less, what is your big hope for Wisconsin’s outdoor recreation economy in the next 10 years?

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* 7. Which efforts are most needed to grow Wisconsin’s outdoor economy?

	Very Important	Somewhat Important	Neither Important nor Unimportant	Somewhat Unimportant	Very Unimportant
Adding more outdoor recreation facilities and offerings	Adding more outdoor recreation facilities and offerings Very Important	Adding more outdoor recreation facilities and offerings Somewhat Important	Adding more outdoor recreation facilities and offerings Neither Important nor Unimportant	Adding more outdoor recreation facilities and offerings Somewhat Unimportant	Adding more outdoor recreation facilities and offerings Very Unimportant
Attracting new outdoor businesses to start-up or locate in Wisconsin	Attracting new outdoor businesses to start-up or locate in Wisconsin Very Important	Attracting new outdoor businesses to start-up or locate in Wisconsin Somewhat Important	Attracting new outdoor businesses to start-up or locate in Wisconsin Neither Important nor Unimportant	Attracting new outdoor businesses to start-up or locate in Wisconsin Somewhat Unimportant	Attracting new outdoor businesses to start-up or locate in Wisconsin Very Unimportant
Connecting youth to the outdoors	Connecting youth to the outdoors Very Important	Connecting youth to the outdoors Somewhat Important	Connecting youth to the outdoors Neither Important nor Unimportant	Connecting youth to the outdoors Somewhat Unimportant	Connecting youth to the outdoors Very Unimportant
Creating greater awareness of the health benefits of outdoor recreation	Creating greater awareness of the health benefits of outdoor recreation Very Important	Creating greater awareness of the health benefits of outdoor recreation Somewhat Important	Creating greater awareness of the health benefits of outdoor recreation Neither Important nor Unimportant	Creating greater awareness of the health benefits of outdoor recreation Somewhat Unimportant	Creating greater awareness of the health benefits of outdoor recreation Very Unimportant
Developing an outdoor careers pipeline	Developing an outdoor careers pipeline Very Important	Developing an outdoor careers pipeline Somewhat Important	Developing an outdoor careers pipeline Neither Important nor Unimportant	Developing an outdoor careers pipeline Somewhat Unimportant	Developing an outdoor careers pipeline Very Unimportant
Facilitating rural economic development around outdoor recreation	Facilitating rural economic development around outdoor recreation Very Important	Facilitating rural economic development around outdoor recreation Somewhat Important	Facilitating rural economic development around outdoor recreation Neither Important nor Unimportant	Facilitating rural economic development around outdoor recreation Somewhat Unimportant	Facilitating rural economic development around outdoor recreation Very Unimportant
Fostering entrepreneurial development and product innovation	Fostering entrepreneurial development and product innovation Very Important	Fostering entrepreneurial development and product innovation Somewhat Important	Fostering entrepreneurial development and product innovation Neither Important nor Unimportant	Fostering entrepreneurial development and product innovation Somewhat Unimportant	Fostering entrepreneurial development and product innovation Very Unimportant
Improving access to the outdoors	Improving access to the outdoors Very Important	Improving access to the outdoors Somewhat Important	Improving access to the outdoors Neither Important nor Unimportant	Improving access to the outdoors Somewhat Unimportant	Improving access to the outdoors Very Unimportant
Improving current outdoor recreation facilitites and offerings	Improving current outdoor recreation facilitites and offerings Very Important	Improving current outdoor recreation facilitites and offerings Somewhat Important	Improving current outdoor recreation facilitites and offerings Neither Important nor Unimportant	Improving current outdoor recreation facilitites and offerings Somewhat Unimportant	Improving current outdoor recreation facilitites and offerings Very Unimportant
Increasing funding opportunities for outdoor recreation infrastructure and programs	Increasing funding opportunities for outdoor recreation infrastructure and programs Very Important	Increasing funding opportunities for outdoor recreation infrastructure and programs Somewhat Important	Increasing funding opportunities for outdoor recreation infrastructure and programs Neither Important nor Unimportant	Increasing funding opportunities for outdoor recreation infrastructure and programs Somewhat Unimportant	Increasing funding opportunities for outdoor recreation infrastructure and programs Very Unimportant
Increasing marketing of Wisconsin’s outdoor recreation offerings	Increasing marketing of Wisconsin’s outdoor recreation offerings Very Important	Increasing marketing of Wisconsin’s outdoor recreation offerings Somewhat Important	Increasing marketing of Wisconsin’s outdoor recreation offerings Neither Important nor Unimportant	Increasing marketing of Wisconsin’s outdoor recreation offerings Somewhat Unimportant	Increasing marketing of Wisconsin’s outdoor recreation offerings Very Unimportant
Providing equitable opportunities for all to participate in outdoor recreation	Providing equitable opportunities for all to participate in outdoor recreation Very Important	Providing equitable opportunities for all to participate in outdoor recreation Somewhat Important	Providing equitable opportunities for all to participate in outdoor recreation Neither Important nor Unimportant	Providing equitable opportunities for all to participate in outdoor recreation Somewhat Unimportant	Providing equitable opportunities for all to participate in outdoor recreation Very Unimportant
Securing highly-regarded outdoor recreation designations and improved rankings	Securing highly-regarded outdoor recreation designations and improved rankings Very Important	Securing highly-regarded outdoor recreation designations and improved rankings Somewhat Important	Securing highly-regarded outdoor recreation designations and improved rankings Neither Important nor Unimportant	Securing highly-regarded outdoor recreation designations and improved rankings Somewhat Unimportant	Securing highly-regarded outdoor recreation designations and improved rankings Very Unimportant

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* 8. What additional efforts should be made to increase tourism for outdoor recreation in Wisconsin?

	Very Important	Somewhat Important	Neither Important nor Unimportant	Somewhat Unimportant	Very Unimportant
State-based marketing and advertising	State-based marketing and advertising Very Important	State-based marketing and advertising Somewhat Important	State-based marketing and advertising Neither Important nor Unimportant	State-based marketing and advertising Somewhat Unimportant	State-based marketing and advertising Very Unimportant
Local marketing and advertising	Local marketing and advertising Very Important	Local marketing and advertising Somewhat Important	Local marketing and advertising Neither Important nor Unimportant	Local marketing and advertising Somewhat Unimportant	Local marketing and advertising Very Unimportant
Earned media	Earned media Very Important	Earned media Somewhat Important	Earned media Neither Important nor Unimportant	Earned media Somewhat Unimportant	Earned media Very Unimportant
Additional designations, recognition, awards (aka: National Recreational Trails)	Additional designations, recognition, awards (aka: National Recreational Trails) Very Important	Additional designations, recognition, awards (aka: National Recreational Trails) Somewhat Important	Additional designations, recognition, awards (aka: National Recreational Trails) Neither Important nor Unimportant	Additional designations, recognition, awards (aka: National Recreational Trails) Somewhat Unimportant	Additional designations, recognition, awards (aka: National Recreational Trails) Very Unimportant
More events and festivals	More events and festivals Very Important	More events and festivals Somewhat Important	More events and festivals Neither Important nor Unimportant	More events and festivals Somewhat Unimportant	More events and festivals Very Unimportant
Wisconsin presence at consumer tradeshows	Wisconsin presence at consumer tradeshows Very Important	Wisconsin presence at consumer tradeshows Somewhat Important	Wisconsin presence at consumer tradeshows Neither Important nor Unimportant	Wisconsin presence at consumer tradeshows Somewhat Unimportant	Wisconsin presence at consumer tradeshows Very Unimportant
Additional or improved infrastructure	Additional or improved infrastructure Very Important	Additional or improved infrastructure Somewhat Important	Additional or improved infrastructure Neither Important nor Unimportant	Additional or improved infrastructure Somewhat Unimportant	Additional or improved infrastructure Very Unimportant
Timely maintenance of public spaces	Timely maintenance of public spaces Very Important	Timely maintenance of public spaces Somewhat Important	Timely maintenance of public spaces Neither Important nor Unimportant	Timely maintenance of public spaces Somewhat Unimportant	Timely maintenance of public spaces Very Unimportant
Enhanced visitor services and hospitality	Enhanced visitor services and hospitality Very Important	Enhanced visitor services and hospitality Somewhat Important	Enhanced visitor services and hospitality Neither Important nor Unimportant	Enhanced visitor services and hospitality Somewhat Unimportant	Enhanced visitor services and hospitality Very Unimportant
Responsible recreation ethic among visitors	Responsible recreation ethic among visitors Very Important	Responsible recreation ethic among visitors Somewhat Important	Responsible recreation ethic among visitors Neither Important nor Unimportant	Responsible recreation ethic among visitors Somewhat Unimportant	Responsible recreation ethic among visitors Very Unimportant
Technology-based solutions to promote outdoor opportunities	Technology-based solutions to promote outdoor opportunities Very Important	Technology-based solutions to promote outdoor opportunities Somewhat Important	Technology-based solutions to promote outdoor opportunities Neither Important nor Unimportant	Technology-based solutions to promote outdoor opportunities Somewhat Unimportant	Technology-based solutions to promote outdoor opportunities Very Unimportant

Other (please specify)

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* 9. What initiatives do you think are most impactful for growing Wisconsin’s outdoor industry?

	Major Impact	Moderate Impact	Minor Impact	Insignificant	Unsure
A single tool to locate outdoor recreation opportunities and programs statewide	A single tool to locate outdoor recreation opportunities and programs statewide Major Impact	A single tool to locate outdoor recreation opportunities and programs statewide Moderate Impact	A single tool to locate outdoor recreation opportunities and programs statewide Minor Impact	A single tool to locate outdoor recreation opportunities and programs statewide Insignificant	A single tool to locate outdoor recreation opportunities and programs statewide Unsure
Assessment of Wisconsin's outdoor industry career pipeline	Assessment of Wisconsin's outdoor industry career pipeline Major Impact	Assessment of Wisconsin's outdoor industry career pipeline Moderate Impact	Assessment of Wisconsin's outdoor industry career pipeline Minor Impact	Assessment of Wisconsin's outdoor industry career pipeline Insignificant	Assessment of Wisconsin's outdoor industry career pipeline Unsure
Marketable programs (ie: Bird City, Tree City USA) to highlight outdoor recreation communities	Marketable programs (ie: Bird City, Tree City USA) to highlight outdoor recreation communities Major Impact	Marketable programs (ie: Bird City, Tree City USA) to highlight outdoor recreation communities Moderate Impact	Marketable programs (ie: Bird City, Tree City USA) to highlight outdoor recreation communities Minor Impact	Marketable programs (ie: Bird City, Tree City USA) to highlight outdoor recreation communities Insignificant	Marketable programs (ie: Bird City, Tree City USA) to highlight outdoor recreation communities Unsure
Outdoor business alliance to deepen capacity for sharing of knowledge, opportunities and collaboration	Outdoor business alliance to deepen capacity for sharing of knowledge, opportunities and collaboration Major Impact	Outdoor business alliance to deepen capacity for sharing of knowledge, opportunities and collaboration Moderate Impact	Outdoor business alliance to deepen capacity for sharing of knowledge, opportunities and collaboration Minor Impact	Outdoor business alliance to deepen capacity for sharing of knowledge, opportunities and collaboration Insignificant	Outdoor business alliance to deepen capacity for sharing of knowledge, opportunities and collaboration Unsure
Outdoor careers job board	Outdoor careers job board Major Impact	Outdoor careers job board Moderate Impact	Outdoor careers job board Minor Impact	Outdoor careers job board Insignificant	Outdoor careers job board Unsure
Outdoor industry conference	Outdoor industry conference Major Impact	Outdoor industry conference Moderate Impact	Outdoor industry conference Minor Impact	Outdoor industry conference Insignificant	Outdoor industry conference Unsure
Presence at national conferences, tradeshows	Presence at national conferences, tradeshows Major Impact	Presence at national conferences, tradeshows Moderate Impact	Presence at national conferences, tradeshows Minor Impact	Presence at national conferences, tradeshows Insignificant	Presence at national conferences, tradeshows Unsure
Regular educational webinars	Regular educational webinars Major Impact	Regular educational webinars Moderate Impact	Regular educational webinars Minor Impact	Regular educational webinars Insignificant	Regular educational webinars Unsure
Statewide coalition of user groups	Statewide coalition of user groups Major Impact	Statewide coalition of user groups Moderate Impact	Statewide coalition of user groups Minor Impact	Statewide coalition of user groups Insignificant	Statewide coalition of user groups Unsure
Tailored small business support	Tailored small business support Major Impact	Tailored small business support Moderate Impact	Tailored small business support Minor Impact	Tailored small business support Insignificant	Tailored small business support Unsure
Targeted marketing and public relations campaigns	Targeted marketing and public relations campaigns Major Impact	Targeted marketing and public relations campaigns Moderate Impact	Targeted marketing and public relations campaigns Minor Impact	Targeted marketing and public relations campaigns Insignificant	Targeted marketing and public relations campaigns Unsure
Technical assistance for communities/organizations implementing outdoor recreation projects	Technical assistance for communities/organizations implementing outdoor recreation projects Major Impact	Technical assistance for communities/organizations implementing outdoor recreation projects Moderate Impact	Technical assistance for communities/organizations implementing outdoor recreation projects Minor Impact	Technical assistance for communities/organizations implementing outdoor recreation projects Insignificant	Technical assistance for communities/organizations implementing outdoor recreation projects Unsure

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* 10. What metrics would you use to measure the health and growth of the outdoor recreation industry? Please pick three.

Gross revenue generated by outdoor recreation activities

Number of jobs supported by the outdoor industry

Visitor or participant satisfaction surveys

Growth in outdoor gear and equipment sales

Community engagement and support for outdoor initiatives

Number of accessible outdoor areas

Other (please specify)

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* 11. What do you think are the top challenges for Wisconsin’s statewide outdoor industry? Please pick three.

Attracting workforce

Backlog of infrastructure maintenance

Cost to participate

Impacts of extreme weather events

Finding support for entrepreneurial development

Navigating new infrastructure development

Need for supporting infrastructure (broadband, housing, road network, EV charging stations, etc.)

Lack of access to capital for outdoor business

Lack of awareness of quantity, diversity, and quality of product

Lack of diversity of participants

Lack of funding for outdoor recreation projects

Lack of housing availability

Lack of workforce development

Managing use of popular areas

Unwelcoming or poor user etiquette

Weak reputation

Other (please specify)

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* 12. What are the challenges for your organization over the next two years? Please pick three.

Attracting workforce

Backlog of infrastructure maintenance

Cost to participate

Impacts of extreme weather events

Finding support for entrepreneurial development

Navigating new infrastructure development

Need for supporting infrastructure (broadband, housing, road network, EV charging stations, etc.)

Lack of access to capital for outdoor business

Lack of awareness of quantity, diversity, and quality of product

Lack of diversity of participants

Lack of funding for outdoor recreation projects

Lack of housing availability

Lack of workforce development

Managing use of popular areas

Unwelcoming or poor user etiquette

Weak reputation

Other (please specify)

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* 13. In brief, describe how you measure success for your organization.

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* 14. Based on your organization or business mission, which of the following do you need most to be successful? Please pick three.

Access to capital for business

Grant funding for programs or projects

Improved or additional outdoor recreation infrastructure

Increased marketing of Wisconsin’s outdoor recreation offerings

Professional development opportunities

Research and trend reports about outdoor recreation

Technical assistance for planning and project implementation

Training and resources tailored to small outdoor businesses

Talent and workforce recruitment assistance

User education and awareness-building assistance

Workforce training and development

Other (please specify)

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* 15. What types of resources are the most helpful to stay informed about the outdoor industry?

	Very Helpful	Moderately Helpful	Minimally Helpful	Insignificant	Unsure
Case studies	Case studies Very Helpful	Case studies Moderately Helpful	Case studies Minimally Helpful	Case studies Insignificant	Case studies Unsure
Email newsletter	Email newsletter Very Helpful	Email newsletter Moderately Helpful	Email newsletter Minimally Helpful	Email newsletter Insignificant	Email newsletter Unsure
Online funding library	Online funding library Very Helpful	Online funding library Moderately Helpful	Online funding library Minimally Helpful	Online funding library Insignificant	Online funding library Unsure
Online research library	Online research library Very Helpful	Online research library Moderately Helpful	Online research library Minimally Helpful	Online research library Insignificant	Online research library Unsure
Social media	Social media Very Helpful	Social media Moderately Helpful	Social media Minimally Helpful	Social media Insignificant	Social media Unsure
Toolkits and how-to guides	Toolkits and how-to guides Very Helpful	Toolkits and how-to guides Moderately Helpful	Toolkits and how-to guides Minimally Helpful	Toolkits and how-to guides Insignificant	Toolkits and how-to guides Unsure

Other (please specify)

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* 16. Which type of opportunities to be involved in the industry are most valuable to you? Please pick three.

Educational webinars

Coaching or mentoring relationships

Conferences or trade shows

In-person workshops or trainings

Networking events

Membership to professional associations

Other (please specify)

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* 17. Over the last four years, which Office of Outdoor Recreation resources have been the most helpful?

Educational webinars

Monthly newsletter

Outdoor Business Directory

Research Library (online)

WiBike Community Toolkit

Wisconsin Healthy Communities Summit

Wisconsin Outdoor Recreation Inventory

Workforce attraction tool - Outside in Wisconsin: Live + Work Where You Play

Other (please specify)

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* 18. What would you consider to be the must-deliver services of the Office? Please pick three.

Bringing synergy to the outdoor industry

Community outreach and engagement

Connecting the industry to resources

Convening industry leaders for special projects

Delivering educational opportunities

Disseminating industry-focused research

Identifying growth opportunities

Marketing and promotion

Providing how-to resources

Providing technical assistance

Sharing industry information, news and stories

Outdoor Industry Stakeholder Survey

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* 1. What type of organization do you represent?

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* 2. What county is your organization primarily located in?

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* 3. Is your primarily location considered:

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* 4. How many people are employed by your business/ organization?

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* 5. What does a thriving outdoor recreation industry and economy look like to you? Please pick three.

Question Title

* 6. In ten words or less, what is your big hope for Wisconsin’s outdoor recreation economy in the next 10 years?

Question Title

* 7. Which efforts are most needed to grow Wisconsin’s outdoor economy?

Question Title

* 8. What additional efforts should be made to increase tourism for outdoor recreation in Wisconsin?

Question Title

* 9. What initiatives do you think are most impactful for growing Wisconsin’s outdoor industry?

Question Title

* 10. What metrics would you use to measure the health and growth of the outdoor recreation industry? Please pick three.

Question Title

* 11. What do you think are the top challenges for Wisconsin’s statewide outdoor industry? Please pick three.

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* 12. What are the challenges for your organization over the next two years? Please pick three.

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* 13. In brief, describe how you measure success for your organization.

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* 14. Based on your organization or business mission, which of the following do you need most to be successful? Please pick three.

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* 15. What types of resources are the most helpful to stay informed about the outdoor industry?

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* 16. Which type of opportunities to be involved in the industry are most valuable to you? Please pick three.

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* 17. Over the last four years, which Office of Outdoor Recreation resources have been the most helpful?

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* 18. What would you consider to be the must-deliver services of the Office? Please pick three.

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* 19. Is there anything else you’d like the Office of Outdoor Recreation to know?