Why Does California Need An Office Of Outdoor Recreation?

Harnessing the Power of a California Office Of Outdoor Recreation

California is known worldwide for its diverse and stunning outdoor experiences. From the towering peaks of the Sierra Nevada to the serene shores of the Pacific Ocean, the state offers unmatched opportunities for adventure, exploration, and connection with nature. But despite its natural assets, California lacks a centralized strategy to promote and capitalize on outdoor recreation as an economic and cultural powerhouse.

Establishing a state-funded Office of Outdoor Recreation could change that driving economic growth for outdoor recreation, supporting recreation and tourism infrastructure, bolstering up rural economic tourism, and guiding the expansion of the state’s current Outdoors for All Plan to foster the growth of a more diverse and equitable outdoor community.

At Top Rope Media, we see this initiative as more than just a legislative effort. It’s a golden marketing opportunity to position California as the global leader in outdoor recreation. Here’s why it matters and how it can transform California’s brand.

What Is an Office of Outdoor Recreation, and How can it Help a State Elevate its Brand?

An Office of Outdoor Recreation is a dedicated state-level entity designed to oversee, promote, and enhance outdoor recreation. These offices have been established in over 20 states, each tailored to support local economies, improve access to outdoor spaces, and amplify the state’s recreational brand.

From a marketing perspective, these offices create a framework for:

• Unified Messaging: By centralizing efforts, the office ensures consistent branding that resonates with residents, tourists, and businesses alike.
• Tourism Promotion: Strategic campaigns attract visitors by highlighting signature outdoor experiences.
• Business Partnerships: Collaboration with local businesses, gear manufacturers, and adventure providers boosts economic activity and creates shared marketing opportunities.
  
  For California, the creation of such an office represents the chance to elevate its outdoor recreation narrative and compete with other states actively investing in their outdoor economies and utilizing an OREC to unify the outdoor economies in their state.

California’s Untapped Potential: A Brand Opportunity

California’s diversity is its greatest strength. Yet, without a unified voice, the state’s outdoor recreation assets remain fragmented in their promotion. While national parks like Yosemite and Death Valley are household names, lesser-known gems often go unnoticed.

An Office of Outdoor Recreation could:

Position California as the Outdoor Capital of the World: California is home to the largest outdoor economy in the country with $81.5 billion economic spending annually and 545,448 direct jobs. California’s outdoor recreation economy grew 8.9% last year and has grown an average of 5.9% since 2012. However, California currently ranks 26th in the country for year over year end growth for its outdoor recreation economy.

• • Create a cohesive brand identity that highlights the state’s year-round recreational opportunities—from winter sports to summer surfing.
  • Showcase the diversity of activities, catering to everyone from extreme adventurers to family vacationers.
  • Improve outdoor recreation infrastructure and program investments throughout the state.

Drive Inclusive Marketing Campaigns

• • Highlight lesser-known destinations to distribute tourism dollars more evenly.
  • Promote equitable access to outdoor spaces, appealing to a broader audience.

Leverage California’s Values

• • Emphasize sustainability and conservation from a “Leave No Trace” ethics perspective in all marketing efforts, aligning with the state’s environmental and biodiversity ethos.

Case Studies: Marketing Success from Other States

States with established Offices of Outdoor Recreation have demonstrated the power of strategic investment in outdoor recreation. Let’s explore how they’ve leveraged these offices to achieve economic and marketing success:

The Marketing Power of a California Outdoor Recreation Hub

Creating an Office of Outdoor Recreation in California could unlock unprecedented marketing opportunities. Here’s how:

California Outdoor Recreation Partnership (CORP) represents the collective interests of member organizations and programs within California, focused on politics, policy direction and funding in support of the active outdoor recreation industry. CORP educates legislators about the role that our industry plays in improving economic opportunity, community health and welcoming a diversity of outdoor enthusiasts across our great state.

CORP recognizes that the success of this initiative depends on effective community engagement. How do we reach and gain the community’s support? Marketing efforts. By creating compelling narratives and leveraging California’s natural assets, CORP aims to build widespread support for the office—from legislators to all Californians.CORP recognizes that the success of this initiative depends on effective community engagement. How do we reach and gain the community’s support? Marketing efforts. By creating compelling narratives and leveraging California’s natural assets, CORP aims to build widespread support for the office—from legislators to all Californians.our diverse state.

How CORP Is Leading the Charge

California Outdoor Recreation Partnership (CORP) is at the forefront of this movement. As advocates for the creation of a state-funded Office of Outdoor Recreation, CORP is building a coalition of businesses, tourism boards, non-profit organizations and community stakeholders who understand the transformative potential of this initiative.

CORP’s Vision

CORP envisions an Office that:

• Drives Collaboration: Bringing together stakeholders from across the across our diverse state.
• Inspires Innovation: Using technology and investments to help foster new growth in the outdoor recreation community and industry by creating programs to support new ideas reanging from start-up companies to outdoor equity programs..
• Advances Equity: Ensuring all Californians have access to outdoor experiences, including bringing the outdoors closer to park-poor communities.. 

Why Marketing Matters

CORP recognizes that the success of this initiative depends on effective community engagement. How do we reach and gain the community’s support? Marketing efforts. By creating compelling narratives and leveraging California’s natural assets, CORP aims to build widespread support for the office—from legislators to all Californians.

California Outdoor Recreation Partnership (CORP) represents the collective interests of member organizations and programs within California, focused on politics, policy direction and funding in support of the active outdoor recreation industry. CORP educates legislators about the role that our industry plays in improving economic opportunity, community health and welcoming a diversity of outdoor enthusiasts across our great state.

Support the Future of California’s Outdoor Economy

The time to act is now. As California Outdoor Recreation Partnership works tirelessly to bring this vision to life, your support is critical. Here’s how you can get involved:

• For Businesses: Non-Profit Organizations, Government Agencies, and Destination Marketing Organizations: Join CORP’s coalition to advocate for the office and explore partnership opportunities.
• For Tourism Professionals: Leverage this initiative to enhance your own marketing efforts.
• For Outdoor Enthusiasts: Spread the word and support CORP’s campaigns to make outdoor recreation more accessible for all Californians. You can also become an individual member of CORP.

California has always been a leader in innovation and culture. With the creation of a state-funded Office of Outdoor Recreation, it can lead the way in outdoor recreation too—capturing the hearts and minds of adventurers worldwide.

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