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America Outdoors E-Bulletin
August 23, 2006

Members Signing Up for America Outdoors Market Research Project NPS Accepts 20% Franchise Fee Bid for Glacier Horseback Riding Concessions
America Outdoors Launches New Partnership Program California Man gets 30 days and $15,000 Fine in Grand Canyon Permit Case
National Geographic Travel Writers to Participate in Confluence Media Panel See Program Details and Register Online for Confluence in Salt Lake City

Members Signing Up for America Outdoors Market Research Project
  A number of members have signed up for the America Outdoors Database Marketing project being managed by Ruf Strategic Solutions. The cut off date for uploading customer and prospect databases for analysis is September 19th. Please call David Brown in the AO office if you have questions about the project. More information about it is provided below.

The marketing research done by Ruf Strategic Services for the America Outdoors' members can be used to answer key, fundamental questions regarding your customer base and the marketplace. For example, who are my customers and how do I find prospects most like them? Or, which of my inquiries have the best potential to become customers? Knowing which prospects match the profiles of your customers will help direct your advertising where it can be most effective and save you money.

The reports delivered to you by the AO database marketing study provide intuitive detail on your specific data. These reports include complete Ruf clustering results and extensive lifestyle, media, and demographic information on all of your analyzed households.

Deadline for participation is September 19, 2006. Contact dbrown@americaoutdoors.org or David Costlow at dcostlow@shoprma.com for more information.

NPS Accepts 20% Franchise Fee Bid for Glacier Horseback Riding Concessions
The National Park Service recently accepted a 20% franchise fee bid from a bidder for a Glacier National Park horseback riding concession. The incumbent will have to match the offer or lose the contract. The current incumbent told America Outdoors there is so little profit left with a fee of that amount given the costs for the operation he does not think the concession can be successful over the long-term. America Outdoors believes that NPS is breaking the law in the administration of the concession program which requires fees to be subordinate to other factors and to allow a reasonable opportunity for a profit. Unfortunately, there is no effective oversight of the Park Service by Congress on these issues. Legal action may be required to get NPS to comply with the law.
California Man gets 30 days and $15,000 Fine in Grand Canyon Permit Case
  Various news reports this week reported that a California man received a 30-day jail term, five years probation, and a $15,000 fine for fraudulently obtaining private permits to raft the Colorado River through the Grand Canyon. Stephen E. Savage (61) obtained the river permits by using the identities of dead or fictitious people. Mr. Savage was banned from all national parks while on probation.

NPS released a statement on the outcome of the case. "We are pleased with the outcome of this case and feel it reflects the serious nature of the offense committed," Grand Canyon National Park Superintendent Joseph Alston said in a statement released Tuesday. "In this case Savage put his personal interests in front of thousands of others who have waited years for the opportunity of a river trip. We hope this sentence serves as a deterrent for others that have tried to abuse the system."
America Outdoors Launches New Partnership Program
  America Outdoors is pleased to announce the arrival of its new and dynamic partnership program. Major companies and brands will now have the opportunity to align themselves with our association. AO recently retained the services of The Kempton Group, Inc., a marketing communications firm based in Cincinnati, Ohio that has specialized in partnership marketing for more than 20 years. MJ Dunne & Associates will be assisting TKG and will continue working with America Outdoors.

So what's in it for you, the members? It is our hope that these partnerships will be a significant source of revenue for our association. Most partnership money generated will be used to increase consumer awareness of our members' services, to deal with critical issues and support other activities approved by the board of directors. The bottom line is that partnerships offer a win-win situation for all parties involved.

TKG recognizes that the AO partnership program's success will boil down to our individual members' commitment to deliver for our partners. Understand, however, that such commitments will not incur any financial obligations to you, the members.

These partnerships will boost funding for AO while increasing our ability to serve our members' interests. Aligning with Fortune 500 companies and household brand names will bring enhanced credibility to our association as well. By investing partnership revenue into building AO awareness among consumers, all AO members will benefit and profit. In order for that to happen, however, we need you, the members, to embrace our new partnership program with open arms and open minds. While we have pursued these sponsorships in the past, the new relationship with The Kempton Group offers us a greater chance of success.
National Geographic Travel Writers to Participate in Confluence Media Panel
Special Confluence panel: How to Tailor Your Message to Travel Editors

This workshop will give you first-hand advice from leaders in the adventure travel industry. Learn how to get your message to travel editors from this esteemed panel of speakers. Find out what trends are developing in the adventure travel industry; how to craft your message to their audience; how to become a spokesperson for your business; and how to contact busy editors.

The panel will have representatives from National Geographic Traveler, National Geographic Adventure, Outside Magazine, Men's Journal, and the Salt Lake Tribune.
See Program Details and
Register Online for Confluence in Salt Lake City
  The agenda for America Outdoors' Confluence, the International Marketing and Management Conference for Outfitters and Adventure Travel, is online at Confluence Agenda. Over 650 representatives from outfitters, adventure travel tour operators and their suppliers are expected to convene in Salt Lake, November 29th to December 2nd for the best in marketing, management, professional development and good times. Sponsors include ABN AMRO Merchant Services and Morrison Printing Company. Additional sponsors are expected to sign on in the near future.
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America Outdoors® Inc., PO Box 10847, Knoxville, TN, 37939

America Outdoors Staff Title E-mail address
David L. Brown Executive Director dbrown@americaoutdoors.org
Robin Brown Communications Director robin@americaoutdoors.org
Office Manager office@americaoutdoors.org
Office Phone 865-558-3595
Office Fax 865-558-3598

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