No expensive infrastructure investment is required.  No big “build it and they will come” get-rich schemes needed.  We already have what we need.  It is all around us.

But is this a meaningful opportunity for us?  Are there economic benefits we can derive?

According to a study by the Outdoor Industry Association (OIA), in Colorado, outdoor recreation generates $13.2 billion in consumer spending, 125,000 jobs, $4.2 billion in wages and $994 million in state and local tax revenue.

What’s more, the industry is growing, even during the economic recession when many industries were shrinking.  According to the OIA, the industry grew at 5% between 2005 and 2011.

So how can we capitalize on this opportunity?

Spending is comprised of two categories, 1-the purchase of gear and vehicles and 2-the lion’s share of spending is on trips and travel, lodging, campgrounds, restaurants, groceries, gasoline, souvenirs, river guides, outfitters, lift tickets, ski lessons, entrance fees, licenses, and much more—the things Pagosa Springs already offers in abundance.

We already reap the benefits of active tourists but opportunistically, rather than in an intentional way.  Active tourist spending supports innumerable small business owners locally and could support so many more.  We have already have local businesses that support the manufacture or sales of outdoor gear such as Voormi, Ski & Bow Rack, Summit Sports, Eagle Mountain Mercantile, The Hub and many more. We also have companies that supply the services and adventure packages.

Example: GECKO

As only one example, we have companies like GECKO, a local non-profit which actively invites a new segment of active tourists to Pagosa Springs.  GECKO actively targets endurance athletes but also the casual weekend athletes and their families and friends in search of a sense of achievement and outdoor adventure.  30% of participants bring one person, but 37% bring 2-3 and 17% bring more than 3.  81% of participants buy lodging and 86% of those stay 2-4 nights.

Better yet, participation in GECKO events is up 25%+ for the last three years and on track to repeat next year. 95% of participants say they will come back.

I’ve casually interviewed many participants as well as their supporters.  For first-timers, they plan to be back and bring friends—maybe even stay longer.  They post photos and videos to Facebook and share with their friends and family the great adventures they have here.

We cannot afford to buy this type of advertising that we can get free by offering adventures we have here in abundance.