RBFF UPDATE SFBPC MEETING 10.16.19 PARTICIPATION UPDATE 1 - - PDF document

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RBFF UPDATE SFBPC MEETING 10.16.19 PARTICIPATION UPDATE 1 - - PDF document

Jul 08, 2023 147 likes •317 views

10/10/2019 RBFF UPDATE SFBPC MEETING 10.16.19 PARTICIPATION UPDATE 1 10/10/2019 Fishing Participation Up 49.4 49.4 million # of Participants in millions 49.1 47.2 45.7 2015 2016 2017 2018 Source: RBFF & The Outdoor Foundation

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RBFF UPDATE

SFBPC MEETING 10.16.19

PARTICIPATION UPDATE

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Source: RBFF & The Outdoor Foundation Americans age 6+

Fishing Participation Up

45.7 47.2 49.1 49.4 2015 2016 2017 2018

# of Participants in millions

49.4

million

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Key Target Audiences Showing Gains

3 Million

First‐Time Anglers

11.7 Million

Youth Anglers (6‐17)

4.4 Million

Hispanic Anglers

Source: RBFF & The Outdoor Foundation Americans age 6+

17.7 Million

Female Anglers

Retention Still an Issue

New/Returning Participants 2018 Lost Participants 2018

+9.4M ‐9.1M Churn Rate 18.56%

Source: RBFF & The Outdoor Foundation Americans age 6+

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75% 60% 26% 13%

CAUCASIAN PHYSICAL LIMITATIONS MALE ILLNESS

40%

AGE 45+ LOST PARTICIPANTS NEW REASONS FOR LAPSING

Source: RBFF & The Outdoor Foundation

“No one to go with” & “health problems”

‐Responsive Management

CONSUMER ENGAGEMENT

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Multicultural Family Outdoors

Hispanics Women

Our Target Audience Campaign Advertising

PRINT TV DIGI

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Public Relations & Social Media

PR SM

12

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13

72

Companies currently using the tool

57,000

Fishing license referrals to state sites

1,600,000

Sessions

License & Registration Website Plugin

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License & Registration Pull Up

FEDERAL ENGAGEMENT

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STATE ENGAGEMENT

Keep R3 Recommendations Top of Mind Develop State Angler R3 Scorecard

  • 1. Develop Angler R3 Plan
  • 2. Reallocate agency resources to

ensure R3 success

  • 3. Establish full‐time Angler R3

Manager

  • 4. Develop CRM system
  • 5. Establish repository for state

agencies to share R3 program learnings

AFWA RECOMMENDATIONS

State R3 Focus

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State Angler R3 Scorecard

10 of top 15 states

Experienced an increase in sales over previous year

Based on USFWS license 2017 license buyers

7 of bottom 10 states

Experienced 2017 decrease in sales

Based on USFWS license 2017 license buyers

An analysis of state and national trends in fishing license sales from 1991 to 2016

Analyzing State Fishing License Trends:

Prepared by Southwick Associates May 2019

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Key Insights

R3’s success was large enough to drive measurable increases in 4 of 6 growth states. Only 1 of 6 declining states. 4 of the 6 states that have increased participation rates in the past 10 years have enacted large scale R3 efforts. 4 of the 6 states that have increased participation rates in the past 10 years have introduced multi‐year licenses. The percentage of the total U.S. population who fished in 2016 is higher than it was in 1955. (USFWS 2016 National Survey Addendum).

Actionable Strategies for Angler R3

  • Surveys and focus group

research to develop actionable angler R3 strategies

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Demographic Trends

America’s population is increasing dramatically America is becoming more urbanized American general population is becoming older American general population is becoming more diverse Number of foreign‐born individuals is increasing

Angler R3 Recommendations

Support and promote urban fishing programs

  • Bring the fishing experience directly to growing

populations of Americans

  • Enhance access to fishing opportunities for

underrepresented audiences living in urban areas

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Angler R3 Recommendations

Enhance information on fishing access

  • Anglers do not typically travel more than a half‐

hour to get to their fishing spot

  • Include detailed information on access as

important centerpiece of communication and education efforts

Angler R3 Recommendations

Include diversity in images & communications

  • Incorporate diversity in models and images in
  • utreach efforts
  • Foster diversity in spokespersons and influencers

for fishing to be more relevant to a changing America

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Angler R3 Recommendations

Retain & reactivate traditional license buyers

  • Encourage participation by aging angler groups

well after they no longer need to purchase a license

  • Encourage aging angler groups to become

mentors to others

Fishing Interest

More than a third of U.S. residents say that they are very interested in fishing

  • Target R3 efforts toward outdoor recreationists,

particularly: Campers Boaters, both motorboaters and paddlers Those with children in their household

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Fishing Motivations

Top reasons to fish: to be out in nature and see scenery, to be with family and friends, and to relax

  • Emphasize these same aspects in angler R3

efforts: nature, scenery, family and friends

  • And encourage anglers to ask friends to go fishing

Fishing Constraints

The most important reason that sporadic anglers had not fished in the previous 5 years was not having anybody to fish with

  • Promote R3 efforts to reconnect active anglers

with sporadic anglers

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31

THANK YOU

TakeMeFishing.org/R3