by Bruce Edwards, Vermont Business Magazine Outdoor recreation plays a large part of the state’s economy that goes far beyond travel and tourism.
“When we talk about the outdoor recreation economy, we see it as this really wide group of industries that are all contributing to the health and welfare of our communities,” said Kelly Ault, executive director, Vermont Outdoor Business Alliance (VOBA).
The Alliance includes 75 members from companies like Turtle Fur, Darn Tough, Burton and Orvis to Kingdom Trails, Vermont Bike and Brew, Vermont Community Loan Fund and Craftsbury Outdoor Center.
Ault said the federal Bureau of Economic Analysis found that even prior to the pandemic the outdoor recreation sector was growing faster than the Vermont economy as a whole and surpassing industries like construction.
She said with the increase in outdoor participation “many analysts are optimistic about the potential.”
Ault said outdoor suppliers and retailers that sell backpacks, camping equipment, cycling and back country ski gear is evidence of outdoor recreation’s popularity especially during the pandemic. She said outdoor recreation is seen as “not only a source of physical and mental wellbeing” but also an opportunity to support local businesses.
“Some of those retailers, especially in our state, have done fairly OK,” Ault said.
But she also said a lot of outdoor businesses that rely on visitor and group travel as well as downtown shopping are struggling.
She said those businesses will take longer to bounce back, especially those tied to the hospitality sector.
Ault said businesses have had to reimagine their business model to adapt.
She said Vermont companies can benefit by tapping into behavioral changes where people are looking for more backyard places and getting outside.
That was especially true last year.
The VOBA cited a report by the Green Mountain Club that showed average daily use on the Long Trail was up 35 percent last season and use of overnight shelters rose 80 percent.
The importance of the outdoor recreation industry was not lost on Governor Scott. During his fiscal ’22 budget address, Scott proposed investing $22 million in outdoor recreation:
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$10.6 million in capital improvements of state park infrastructure;
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$5 million to expand the Vermont Outdoor Recreation Economic Collaborative (VOREC) Community Grant program;
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$5 million to improve access to state lands and trail networks;
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$1 million to build and repair rustic cabins in state parks;
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$1 million to promote and market Vermont.
Scott’s proposal was welcomed by the Ault’s group.
“We’re extremely pleased at the proposal because it is a strategy around economic recovery for the long haul,” she said. “It does use one-time monies to invest in our infrastructure to shore up the resources that bring people to this state or allow our residents to have a quality of life in our communities and allow employers to attract employees.” www.vermontoutdoorbusinessalliance.org
Ski the East
For the past year, it’s been a struggle for the state’s travel and tourism sector. But that hasn’t put a damper on people wanting and needing to get outdoors.
If you need proof, just ask Geoff McDonald and Chris “Rooster” James, co-founders of Ski the East, the Burlington-based apparel and accessories company.
Photo: Ski the East co-founders Chris “Rooster” James (left) and Geoff McDonald say despite the pandemic they’re having a good year selling their men’s and women’s apparel. Courtesy photo.
James said sales remained steady, benefitting from the ripple effect of ski and snowboard sales and other hard goods.
“Our retailers told us everybody sold out and that was really a big boost for everyone and we’re confident,” James said.
“People were really hungry to continue social distancing while getting outside and skiing around and playing in the outdoors,” he said.
Ski the East apparel is carried by more than 100 ski, resort and retail shops from Canada to Virginia.
The company does the bulk of its business online, which accounts for up to 75 percent of sales, James said.
Face masks proved to be the most popular online item while retail apparel sales are across the board driven by sweaters and hoodies, James said.
The company’s t-shirts, screen-printed in Burlington by Select Design, remain popular as well.
Ski the East works with Fair Trade USA certified manufacturers and suppliers in India to supply the majority of its knitted and woven apparel.
“It’s been a great program to be a part of,” he said. “It’s kind of the top standard within the outdoor industry for sourcing.”
The company also donates 1 percent of all sales to fund non-profit environmental groups.
McDonald and Harris started the company in 2005, transitioning from making ski movies to selling outdoor apparel.
Bruce Edwards is a freelance writer from Southern Vermont.