War, terrorism, droughts, wildfires and a shaky economy – who wants to go out and play? Not as many Americans as last year, according to Outdoor Industry Association's (OIA) Outdoor Recreation 2003 Participation Study. The study reports that overall, participation in outdoor activities declined from 2001 to 2002, by 2.3 percent among participants (engaged in activity at least once) and 12.4 percent among enthusiasts (the most frequent participants in a given activity). Although more than two-thirds (67.6 percent) of Americans 16 and older partook in an outdoor activity in 2002, the majority of sports studied were unable to maintain the record level of enthusiasts of 2001.

“We have seen some decline in activity levels. There has been a bunker mentality with war and terrorism threats and a general slow down in the world economy and all activities from shopping to camping. Time compression is still a macro trend with Americans taking less vacation, as is virtual recreation via computers competing for time,” said Casey Sheahan, president of Kelty. “But the industry can respond with products that make sense for today. It's not all doom and gloom. There is potential here.”

According to the survey, among the 147 million Americans playing in the outdoors, access, affordability and ease of participation, such as walking for exercise, hiking, road biking and car camping, continue to draw the largest number of participants. Within this participant group, however, the marked increases in participation occurred in climbing (ice and rock) and kayaking (all formats), which require specialized gear, places to recreate and skill to perform, but reward with a rush. Cross-country skiing and snowshoeing also lured more participants in 2002 than in 2001. Among enthusiasts, the most active participants in their sport, only backpacking and fitness walking showed increases. Artificial wall climbing, ice climbing, fly fishing, sea kayaking and whitewater kayaking remained flat, while all other sport activities declined.

“Activities that can be done quickly, and are either aerobic or provide a rush – fits with adventure racing and extreme sports – are categories that are growing,” asserted Jack Gilbert, president of Mountain Hardwear.

The statistics seem to reflect two significant issues: short-term inhibitors to recreation and long-term changes in key markets. Plummets among enthusiasts are likely related to environmental factors, such as expansive wildfires and extreme droughts that simply prohibit access to places to engage in activities such as kayaking, fishing, rock climbing, hiking, backpacking and camping. Adding to the difficulty, many states suffering environmental closures did not inform the public about safe places to recreate. This prompted OIA to persuade the Forest Service to create a website that provides information on area closures and re-openings.

“Given the severe environmental damage and lack of information about areas that are open to recreation, compounded by a poor economic climate, you're going to see a decline in participation,” said Frank Hugelmeyer, president of OIA. “We saw a similar dip a few years ago during the significant wildfires out west. With all of the issues added together, it's not surprising. But I would be very surprised if it's a trend that continues.”

Another relevant factor may be record-low interest rates coupled with fear of traveling, resulting in more Americans buying homes and spending precious free time working on their homes and yards instead of heading into the wilderness.

“I have so many friends that bought a house this year, that I'm starting to think that maybe I should,” said Andy Donson, a 36-year old core rock climber in Boulder, Colo., who spends a majority of his free time climbing.

Women

The women's market, a bright spot in outdoors lately, dimmed slightly, according to OIA's survey. While overall participant levels held steady, enthusiasts fell 16 percent. Among participants, women's statistics mirror overall numbers, with the greatest gains coming in ice climbing (up 200 percent), whitewater kayaking (up 33.3 percent) and cross-country skiing (up 9.8 percent). Enthusiasts only increased their participation in fly fishing (400 percent) and exercise walking (7.8 percent), although backpacking, bird watching, ice climbing and whitewater kayaking remained flat. These figures are likely due to the same factors that inhibited overall participation in outdoor sports in 2002.

But women are far from a soft spot in the outdoor industry. On an August 5, 2003, Leisure Trends Group released a report showing women's-specific outdoor product sales increased 18.35 percent in dollars and 25.5 percent in units sold for the second quarter of 2003. According to the report, dollar sales of outdoor sportswear grew 38 percent and backpacks increased 19 percent over the same period in 2002. Apparel accessories soared 44 percent and outerwear jumped 34 percent.

“We see a major upswing in women's sales,” said Sheahan. “The OIA participation numbers indicate a pretty precipitous fall, yet I see women's activity levels seemingly higher than men's.”

Mountain Hardwear's Gilbert agrees, even at the core level. “Honestly, declining women's figures do not fit with our experience. Women's products have been an area of growth for us.”

Youth

Where are the youth? According to the study, 16- to 24-year olds are ice climbing, kayaking, camping, climbing artificial walls, cross-country skiing and hiking more than they were in 2001. Among the core enthusiasts, they are snowshoeing, camping, kayaking, fly fishing, backpacking, telemark skiing, and single-track biking. But still, overall, their participation is down – 2.5 percent among participants and 19 percent among enthusiasts. Again, even among the youth, enthusiasts may have suffered most from the environmental and economic woes of 2002. But there may be more to it.

“I think the issue is that the youth don't engage in the outdoors the same way their parents do,” offered Sheahan. “We're in the middle of a permanent shift in youth participation and the winners will find new categories to reflect new needs of the youth.” Sheahan cites hydration packs for school, rock concerts and sports as one example, as well as the importance of affordability in introducing youth to new activities.

But real, sustained growth may require more, like adding snowboarding to ski resorts. “The statistics indicate that national advertising for trucks, food, etc. that feature outdoor activities don't have too much influence in growing participation,” said Gilbert. “Advertising or industry promotions rarely work. Inner city outings, scouts and similar programs, and outdoor family vacations all help. Mainly kids have to feel the outdoors are cool.”

Predictably, most of the sports that entertain today's youth and show signs of growing popularity are the ones that provide excitement, require demanding physical skills, and are cool – and I don't mean zip-off nylon hiking pants.