Downhill skiing, backpacking, hiking, kayaking, mountain biking, whitewater rafting and pleasure boating are just some of the outdoor activities that are part of a statewide $16 billion industry, and legislators are continuing to push for the state to create an outdoor recreation office that would market recreation even more.
Sen. Adam Hinds’ bill would establish an office within the Executive Office of Energy and Environmental Affairs with the purpose of collaborating across tourism, economic development and health agencies, as well as with stakeholders, like Zoar Outdoor in Charlemont, for instance, to promote and improve outdoor recreation across the state and expand the state’s “recreation economy.”
Hinds of Pittsfield has said it’s difficult not to say nature, or access to nature, is one of this region’s biggest assets, so a new office would benefit Franklin County and all of western Massachusetts.
The senator said the Deerfield Dirt Road Randonnee, Berkshire Highlands Pentathlon and the Athol-to-Orange River Rat Race are examples of world-class events that capitalize on the area’s unique natural resources.
Bruce Lessels, president of Zoar, which offers whitewater rafting, kayaking, ziplining and more, said the proposed state office could also act as a public resource and information clearinghouse for outdoor recreation companies like his.
“There are between 1,000 and 2,000 people on the Deerfield River on a typical day — about 350 of them on trips with companies like Zoar,” Lessels said. “The rest don’t really have any guidance.”
Lessels said the river needs a management plan to minimize impacts like trespassing, littering, alcohol and drug use, and to maximize positive impacts like spending money in the area on food and lodging.
“An office of outdoor recreation could bring public and private stakeholders together to develop such a plan,” he said.
Appalachian Mountain Club Director of Conservation and Recreation Policy Heather Clish said she thinks not enough people are aware of the recreational opportunities available to them in Massachusetts, including those in Franklin County. She said a dedicated state office could better coordinate regional and statewide marketing campaigns and help boost communities in need of an economic jolt.
Franklin County Chamber of Commerce Executive Director Diana Szynal said the chamber functions as the regional tourism council, actively promoting tourism and travel to Franklin County. She said outdoor recreation is something it focuses on specifically.
“We’re excited about anything that would generate more traffic and travel to Franklin County,” Szynal said.
According to the trade group Outdoor Industry Association, about 60 percent of Massachusetts residents participate in at least one form of outdoor recreation. The industry is responsible for 120,000 jobs in Massachusetts. It also found that consumers spend about $16.2 billion annually on outdoor recreation throughout the state, generating more than $900 million in annual tax revenue for cities and towns.
Clish said in addition to promoting outdoor recreation, the new office would be tasked with ensuring that access to outdoor recreation is equitable for everyone.
Hinds said getting the word out about recreational opportunities has always been a challenge — western Massachusetts has long been outspent by neighboring New York and Vermont in promoting itself to visitors.
Hinds is joined in his efforts by 18 legislators, including Rep. Natalie Blais, D-Sunderland, of the 1st Franklin District.
Since before she was elected and took her seat in January, Blais has extolled the region’s natural assets. When she was chosen to lead the Franklin County Chamber of Commerce in 2017, she said she looked forward to helping bolster the region’s tourism industry.
“A big part of it is building awareness,” Blais, who testified on the bill last week, said. Something, she said, a new office would do.
“With the creation of the Office of Outdoor Recreation, Massachusetts would be in a position to level the playing field when it comes to singing the praises of our outdoor amenities, while collaborating with outdoor recreation offices in neighboring states,” she said.
“Studies have shown that the outdoor recreation industry fuels local economies,” Blais said. “However, the benefits of a strong outdoor recreation sector go far beyond the generation of revenue.”
Blais said the industry has the potential to impact shifting demographics by attracting a younger population, help attract healthy and active workers and entrepreneurs to the area, and will add to the quality of life, encouraging more people to locate her.
“New business and employment opportunities will emerge,” Blais said. “There is no downside to the passage of this legislation — only opportunities.”
The bill has been referred to the Joint Committee on Environment, Natural Resources and Agriculture. Eventually, both the state Senate and House will vote on it.