Barrier 1: The outdoor recreation pursuits of broader constituencies are limited by real and perceived barriers such as economics, cultural norms, nature-based values, outdoor interest, and access
Several practical challenges stand in the way of individuals engaging in the outdoors. Some of the challenges are associated with the cost or ease of access to the outdoors, while others are perceptions about how to engage because of cultural norms or ineffective communication by agencies.
Strategy 1: Provide easily accessible places to engage with nature and the agency that meet the nature-based values and social needs of broader constituencies.
A variety of opportunities to engage with nature and the agency will be necessary to meet the needs of broader constituencies. An agency can broaden the base of constituencies who engage in the outdoors and with agencies by understanding gaps in access (i.e., deficit of parks/natural areas, lack of easy/affordable transportation, etc.) in close proximity to where people live and socialize.
Step 1: Assess how broader constituencies want to engage, or are engaging, with nature and the agency.
Tactic 1: Use social science to identify served and underserved constituencies including how they are currently engaging, and how they want to engage in the future, with nature and the agency.
Social scientists or others trained in social science should use surveys, focus groups, listening sessions, consultations with staff, etc., to determine which constituencies the agency is currently serving and those that are not served or are inadequately served. As an agency expands its service to broader constituencies, its effectiveness will increase by understanding and adopting the ways constituents want to engage with the outdoors and the agency.
Tactic 2: Identify actions the agency is taking that perpetuate the identified barriers to all constituents with particular focus on underserved communities engaging with the agency.
It is important for an agency to understand how its actions may be standing in the way of broader constituencies engaging with the agency and nature, so it can acknowledge or adjust its practices. Surveys, focus groups, interviews with participating and nonparticipating constituencies, etc., can be used to identify barriers.
Constituent capacity success story: develop constituent skills
The Ohio Department of Natural Resources has created a “Mentor’s Challenge.” Employees are encouraged to introduce residents to hunting, fishing and other forms of outdoor recreation. Employees are rewarded for these activities and this challenge has the added dividend of exposing staff to diverse audiences.
Step 2: Work with partners to provide equitable and easy access to nature for diverse constituencies.
Tactic 1: Review and compile existing federal, state, provincial, county, city, nongovernmental, and other databases to determine available places providing, and potential gaps in, access to nature.
Many governmental and nongovernmental organizations have programs or manage lands that provide access to nature. However, there is no single database of lands or programs that describes the location and opportunities on public and private lands to access nature. Compiling and reviewing a database could help an agency identify where there are gaps in access or where programs are needed.
Tactic 2: Identify and engage partners that could help the agency expand opportunities to nature.
There are many federal, state, provincial and local governments, as well as private organizations that provide services or support activities to help people access nature. The agency can enhance this work by supporting existing, or starting new, partnerships to reach new audiences.
Tactic 3: Identify strategic partnerships that address identified obstacles to accessing nature. The agency should identify partners who can help overcome barriers to accessing nature.
This could include partnerships with public transportation agencies or providers to make it easier for key audiences such as the underserved to visit quality nature sites. Programs that help broader constituencies access and feel safe and confident to use outdoor spaces can help overcome a significant barrier to engaging with nature.
Step 3: Partner with trusted community leaders who reflect constituent-specific values to communicate with target audiences.
Tactic 1: Work with community service-oriented leaders and institutions interested in providing well-rounded experiences within target communities.
Identifying and partnering with organizations that serve specific communities can expand the reach of an agency to new and broader constituencies. These organizations often have established networks, resources, and a broad appeal that can bridge the gap between agencies and previously underserved constituencies.
Tactic 2: Use broad, diverse, and novel communication channels to engage target audiences either directly by the agency, or through other contributors.
Community leaders often have well-established communication channels that are efficient and effective at reaching targeted audiences. Working with these leaders will allow an agency to focus on development, delivery, and/or administration of programs and services.
Step 4: Work with partners to expand capacity to increase the public’s engagement with nature and the agency.
Tactic 1: Identify partners and trusted community leaders to support engagement to expand opportunities.
Organizations and educational institutions that work with ethnically and demographically diverse communities can provide access to new audiences and volunteer networks. They may also be able to provide resources and capacity to help people engage with agencies and nature.
Strategy 2: Develop knowledge, skills, and abilities for broader constituencies to engage in outdoor recreation.
Engagement in outdoor recreation can be increased by working with strategic partners to provide opportunities to increase knowledge, skills, and abilities so a larger segment of the public will participate in nature and the outdoors.
Step 1: Identify gaps in interest, knowledge, and skills that limit outdoor recreation.
Tactic 1: Use social science expertise to understand and define which outdoor activities appeal to target constituent groups.
Social scientists or staff with social science training should use surveys, focus groups, forums, stakeholder interviews, and other means to determine what outdoor activities broader constituencies currently participate in, or would participate in if awareness or accessibility were improved. Demographic information should be examined to understand how preferences differ among groups. Data should be collected at regular intervals so trends can be documented and assessed.
Tactic 2: Use the Outdoor Recreation Adoption Model to ensure programs and activities cover the range of actions from interest to active engagement in nature.
The Outdoor Recreation Adoption Model is a sound approach to developing additional pathways to engage in the outdoors. This process has been successfully applied to hunter and angler recruitment, retention, and reactivation (R3) efforts and can be applied to any outdoor recreation activity such as camping, paddling, birding, hiking, etc. Use of the model will help ensure that entry into outdoor recreation is not a dead end if an individual does not have the time or comfort to move to the next stage of outdoor recreation participation.
Step 2: Work with partners to address gaps in constituencies’ interest, knowledge, and skills.
Tactic 1: Develop knowledge- or skill-specific programs that reach target audiences across the range of knowledge and skill levels.
Agencies should develop programs, activities, and/or opportunities that target broader constituencies with varying levels of knowledge, skills, and abilities. An emphasis should be placed on making engagement easy and enjoyable and promoting experiences that create comfort and connection with nature and the outdoors.
Tactic 2: Identify new and existing partners to highlight and/or deliver existing opportunities.
Agencies and their partners should work together to identify and develop awareness of existing opportunities to involve diverse constituencies in activities to increase interest, knowledge and skills in the outdoors and nature.
Step 3: Develop and use effective communications strategies to engage broader constituencies in nature.
Tactic 1: Develop and implement target-specific messaging and test effectiveness.
Tested messaging should be developed and delivered through effective means to communicate the value of and opportunities to engage in nature. Using storytelling to share the benefits of spending time in the outdoors and nature can promote positive personal experiences that may help attract new audiences. Storytelling is one of several ways to engage the emotional centers of the brain to enhance communication.
Step 4: Work with partners to provide target-specific opportunities and trainings to implement the programs and measure effectiveness of programs.
Tactic 1: Develop training modules and sponsor events to enable the agency and partners to implement programs.
Training for agency staff and partners may be important to building the capacity needed to implement programs, activities, and services to reach broader constituencies. Training could be done through in-person workshops or academies, virtually using webinars or online courses, or through some combination. Programs that use mentors to provide training and experiences in the outdoors can be very effective.
Tactic 2: Measure effectiveness of programs and adjust to ensure they are meeting constituent needs and resulting in increased engagement with nature.
Measures should be identified, and monitoring conducted, to help ensure that programs that are developed and activities and opportunities provided are reaching the intended populations and are effective. To accurately understand program effectiveness, it is important to understand whether the programs or opportunities being offered match the interests of broader constituencies. Programs that are not meeting goals or achieving desired results should be adapted or eliminated.
Other Resources for Barrier 1
The Smithsonian access strategy provides inclusive experiences and access for all.
To access the outdoors, the public can use publicly available data sources beyond those provided by fish and wildlife agencies - like the U.S. Geological Survey Protected Areas Database, Discover The Forest, AnyplaceAmerica, and trails layers within OnX Maps.
The North American Conservation Strategy Toolkit contains resources developed by the Association of Fish and Wildlife Agencies to support conservation educators who offer fish- and wildlife-based programs.
© Nevada Department of Wildlife
The Nevada Department of Wildlife offers a free fishing day to provide easy access to nature for broad constituencies.
