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America Outdoors E-News
October 17, 2006

 
Direct Marketing Expert to Speak at America Outdoors' Convention Book Airfare to Confluence in Salt Lake Now to Get Lowest Rates
BLM to Audit More Outfitters and Consider Other Changes to Recreation Management Changes to Homeland Security Bill Do Not Involve the Prohibition on Navigation Fees
NPS Begins Putting CUA's Out for Bid When a Limited Number Are Issued Utah Proposes Expanding Outfitter and Boatman Licensing and Vessel Inspections
Direct Marketing Expert to Speak
at America Outdoors' Convention
  Every outfitter does some form of direct marketing. Developing and Managing an Effective Direct Marketing Campaign will demystify direct marketing and increase your ROI. The following topics will be included in the session:
  • Direct marketing trends (is DM growing/declining and why?)
  • E-marketing versus direct mail - Opponents or team players?
  • Data - Direct marketing can't exist without data (house list with postal and/or email addresses, Recency/Frequency/Monetary, etc.)
    • (a) What data do you have? Is it too much or too little? Can you have too many names in your house file? Can you have too much information about your clients??
    • (b) Do you know what you need to know about your data? Data analysis versus data capture (overlays or info from client behavior)
  • Business objectives, marketing objectives, program objectives (customer retention, bigger share of current clients' wallets, converting current prospects, getting new prospects?)
  • Elements of a successful direct mail program:
    • (a) List (or target audience)
    • (b) Offer (WIIFM)
    • (c) Creative
    • (d) Format
  • Practical Advice - How to get more bang from your direct (mail) marketing buck:
    • (a) Segmentation (who are your clients and do they fit into identifiable groups? Who are most likely to repeat? How many names in my house list should be archived, not mailed?
    • (b) Postage issues
    • (c) Measuring results
    • (d) ROI - Yours or theirs? Obvious vendor hidden agendas. Are you getting what you are paying for??
William Sweeney will be the presenter.
   
BLM to Audit More Outfitters and Consider Other Changes to Recreation Management
At a recent meeting with state recreation leaders from the Bureau of Land Management, AO's Far West Region Representative Nate Rangel learned that the agency is considering or implementing the following recreation management initiatives.
  • BLM plans to increase the number of audits of permittees. This calls into question whether or not cost recovery will come into play which may present a significant financial challenge to permittees.
  • The agency is considering extending common pool management in the manner implemented on the Deschutes River to other managed rivers. On the Deschutes all use is put into a pool for access by private and commercial customers. A rafting customer must first obtain a pass from the agency before booking a trip although the outfitter may make the reservation in the customer's name. Use is doled out incrementally at specific dates on a first come, first served basis.
AO's Executive Director and Washington representative will be following up on these issues prior to Confluence. Bob Ratcliff, director of BLM's Recreation Group, will be speaking at Confluence on December 1st.
   
Book Airfare to Confluence in Salt Lake
Now to Get Lowest Rates
  Now's the time to book your travel to Confluence, AO Marketing and Management Conference, in Salt Lake to get the lowest airfares. Many airlines now offer lower fares if you book through their websites. But you may want to try Hotwire.com or Orbitz for comparison

To register for Confluence go to http://nt1.adventuresports.com/ao/confluenceapp2.asp
Book your hotel reservation now to get the lowest rate. All the programs are being held at the Hilton City Center. You must book by Nov. 13th to avoid a rate of over $100 per night. http://www.hilton.com/en/hi/groups/personalized/slccchh_amo/index.jhtml
   
Changes to Homeland Security Bill Do Not Involve the Prohibition on Navigation Fees
  Anticipating possible changes in Section 445 of the Maritime Transportation Security Act of 2002, America Outdoors' Washington representative has been monitoring a bill that proposes changes to the Act. A number of local governments have attempted to levy amusement and other taxes on commercial rafting in violation of the law. Outfitters in Idaho, Tennessee and Pennsylvania have been granted relief from fees and taxes based on provisions of Section 445. At present it appears that the proposed changes to the bill do not include changes to Section 445.
   
NPS Begins Putting CUA's Out for Bid
When a Limited Number Are Issued
  At Channel Islands National Park in California, NPS recently notified Incidental Business Permit Holders (IBP) that they were going to have to compete for two year Commercial Use Authorizations (CUA's) with no preference for incumbents or credit for their experience at the resource. The 1998 law requires NPS to issue CUA's competitively when the number is limited and prohibits any preference for incumbents. AO has successfully pushed legislation through the House Resources committee that allows NPS to consider demonstrated capability to provide the services authorized and a history of successful operations with Park resources when NPS issues CUA's competitively. The bill is awaiting floor action in the House, which will not occur until after Congress returns from the current election recess.
   
Utah Proposes Expanding Outfitter and Boatman Licensing and Vessel Inspections
  The State of Utah has expanded the requirements for a Boatman's License and added new inspection requirements for vessels for hire. The first draft of the regulations applied to motorized and non-motorized vessels, but the requirements for motorized vessels were more stringent. As this article was being written, a new draft was circulated by the state boating law administrator who called for an email vote by the advisory committee by noon on October 18th. The new draft appears to reduce some of the original requirements. While Utah has long had a Boatman's license with a written test, the original proposed regulations appeared to require inspections of all vessels for hire carrying six passengers or more. The new draft appears to drop that requirement. But the requirement for a Boatman to pass a National State Boating Law Administrators' approved course is still in the draft.
  • The original draft requirements for Whitewater River Boatman:
    • Have CPR and First Aid certifications,
    • Complete a National State Boating Law Administrators' approved boating safey course, which is a new requirement,
    • Pass a written exam,
    • Have at least nine trips on the rivers upon which they are operating.
  • Whitewater Crew Endorsement included all the above with a three-trip requirement. The new draft may have modified some of these requirements.
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America Outdoors Staff Title E-mail address
David L. Brown Executive Director dbrown@americaoutdoors.org
Robin Brown Communications Director robin@americaoutdoors.org
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Office Phone 865-558-3595
Office Fax 865-558-3598

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