At present, the outfitting industry in Newfoundland and Labrador supports 153 operators. The majority of operators have one or two lodges and a range of amenities. Hunting and fishing are
now being supplemented with a diversified range of activities and packages to respond to the changing marketplace. Economically the industry contributes $37 million to the provincial economy
and captures 12.5% of the tourism sector, one of the fastest growing sectors in the province. The average annual gross revenue for outfitters is CAD$163,000.
As the provincial labour market shrinks, a coordinated program of training opportunities and work experiences are necessary to promote business retention and professionalism within the industry. Competing land uses pose one of the greatest challenges to the sustainability of the sector as mining, forestry, development and alternative energy interests are targeting prime lands that presently support big game populations.
In addition, there is a need to change regulations to better support the outfitting industry. Partnerships between industry and government as well as between industry associations across the country are required to bring about positive results. In terms of big game, allocation of resources and assignment to outfitters, as well as the current refund policy need to be re-evaluated to improve the public image of the industry and to streamline the management process to satisfy the needs of industry and government.
There is also a need for a review of outfitting regulations to keep pace with the ever-changing industry landscape and to promote the adoption of regulations that are enforceable and not burdensome or too restrictive. The political will to execute and implement regulatory requirements is one of the greatest challenges facing the industry.
In terms of marketing, the outfitting industry has been successful in attracting hunters to the province by promoting the abundant natural resources, availability of game, competitive pricing and skilled guides. In addition, the provincial tourism department has been efficient and strategic in adopting marketing activities with the greatest return. Their efforts have been complemented by the positive relationships between outfitters and their guests who have built a successful repeat business. Visitor satisfaction is high. As traditional hunting markets have matured there is a need to develop quality complementary activities. Better travel connections are needed as well as new competitive hunting products that focus on the province’s unique wildlife or that target new markets. Increasing competition will require outfitters to maintain quality customer service. Future marketing success will depend on adopting Internet marketing techniques. NLOA needs to work in partnership with government agencies to maximize marketing impact on behalf of its members.
The foundation and success of the outfitting industry over the next ten years will be based on adopting environmental measures that support the conservation and proper management of wildlife resources and the ecosystems that support them. Responsible environmental practices and actions are necessary to support a wise use of resources to build the industry. Policy and regulatory changes that will improve the efficiency of the industry and assist outfitters in taking advantage of the province’s unique selling points to offer a higher yielding, high-quality product are needed. By adopting these strategies, the outfitting industry will remain competitive in the marketplace and continue to be recognized as a world class outfitting destination.
The outfitting industry in Newfoundland and Labrador is represented by 153 outfitters representing 165 separate operations (DTCR 2006f). The recently completed survey of outfitters reveals that 21.4 % offer hunting packages and that the majority (55.1%) offer both hunting and fishing opportunities (DTCR 2006d).
Survey results show that the majority of outfitters have been in business for over ten years (76.2%/hunting, 63%/both). In summarizing the physical infrastructure of the operations, 76.9 % have at least one or two lodges with only one fifth of outfitters also using tent camps. The Newfoundland and Labrador outfitting sector does not depend on a large number of mobile camping accommodations but provides more permanent physical infrastructure, offering more amenities. Approximately 70 % of the lodges are well-equipped with hot running water, flush toilets, showers or bath, electricity, refrigerators, and propane ranges (DTCR 2006d).
The majority of outfitters based on the Island of Newfoundland are located in western Newfoundland with the highest concentration of camps on the Great Northern Peninsula and in the southwest corner of the province. Outfitters offering both hunting and fishing are located primarily in western and northern Labrador with outfitters in northern Labrador now under the jurisdiction of the Nunatsiavut Government and the Inuit Land Claims Agreement. The spatial distribution illustrates the importance of the outfitting industry to the rural regions of the province.
Traditionally outfitting operations in the province have focused on offering and developing hunting and fishing packages for their clients. Over the last few years, in addition to hunting and fishing, an increasing number of operators have diversified, targeting niche markets interested in outdoor adventure, historic and cultural activities, learning and enrichment, and nature-based and ecotourism products.
Approximately 70% of outfitters offering both hunting and fishing, and approximately 60% of hunting operators are offering other types of outdoor activities to their guests. Some of the most popular activities include small game hunting, backpacking/hiking/walking tours, canoeing/kayaking, snowmobiling, and ATVing. The list of activities reveals that outfitters have diversified their product offerings and lengthened their operating seasons from traditional hunting and fishing seasons into the shoulder seasons including the winter months.
Approximately 30-40% of outfitters offering both hunting and fishing are having success with pre- and post- tours while only 20% of hunting outfitters have offered these packages. In addition to extending the stay of their clients, the changing nature of hunting/fishing clients is requiring that outfitters offer a number of activities at the same time as they are offering hunting and fishing for clients.
In evaluating the success of outfitting operations in partnering with other operators, only a small minority have explored this option (4.8% hunting, 11.1% both hunting and fishing) to increase their product offerings. Sub-contracting other tour operators and individuals to provide adventure, cultural, or nature-based experiences is an opportunity that could expand product offerings for outfitters while not requiring major capital investments (DTCR 2006d).
In the 2002 Ontario Resource-based Tourism Diversification Opportunities Study, three principal barriers to diversification were identified: the perceived difficulty on the part of outfitters to obtain financing; government regulations; and an absence of ideas and direction on the part of outfitters on what kinds of new activities and experiences to offer in order to attract new types of guests (Government of Ontario 2002).
When Newfoundland and Labrador outfitters were asked the same question, similar responses were generated. The top three responses from hunting outfitters were: government regulations, lack of sufficient capital, and increased costs. Outfitters offering both hunting and fishing packages mentioned an absence of ideas (unsure), government regulations, and seasonality.
Offering training programs and workshops on targeting niche markets, package development and pricing, and government regulations associated with the adventure tourism and nature-based sectors would assist outfitters in making informed decisions to overcome barriers to diversification and to respond to the declining hunt/fish markets.
Hunting is a sport that is deeply rooted in North American traditions. Guided hunting in Canada is dominated by foreign hunters, many from the United States. Non-resident hunters form the backbone of the outfitting industry in Newfoundland as non-residents may not hunt big game in Newfoundland and Labrador without hiring an outfitter guide. This reliance is consistent with other Canadian provinces.
Newfoundland’s DTCR recognizes the preponderance of Americans in the guided hunting markets. A vast majority (80%) of the province’s big game hunters comes from the United States and 40.8% of U.S. hunters come from three states, Michigan, Pennsylvania and New York. Other key markets are Ohio, Massachusetts, New Jersey, Connecticut, Wisconsin, Maryland and Texas. The primary Canadian markets are Nova Scotia, Ontario and Quebec.
Those consumers targeted by DTCR are male, 25 – 65 years of age with an emphasis on those over 45. They have a mid to high household income, post secondary education and live in rural areas (DTCR 2006d).
Most Newfoundland and Labrador outfitters operate a small to medium size business with the annual number of guests ranging from 25-49 for the majority of outfitters.
Approximately 77% of hunters are staying in the province about a week. Whether this is driven by customer preference or by the nature of the packages offered is unclear. The vast majority of customers for hunting outfitters are males (>90%); females make up a very small percentage (< 10%).
Approximately 86% of the hunters to Newfoundland are considered middle aged, falling in the 45 – 59 years age category. Few hunters are seen in the younger age categories potentially an area of concern as it is possible the market is not replacing itself as hunters’ age and leave the sport.
Approximately 74% of the people coming to hunt with outfitters in Newfoundland and Labrador have hunted in the province before. Approximately 55% of outfitters report a high percentage of repeat visitations. This is a strong indicator that outfitters are delivering a product that meets or exceeds their customers’ expectations.
Outfitters believe that the availability of game (57%) is the most important factor in convincing hunters to visit Newfoundland and Labrador. Price (19%) and the quality of guiding (14%) are seen as other critical factors. The unique culture of the province (5%) and the clean and unspoiled environment (5%) while important, seem to be secondary to price or quality in the decision to purchase a hunt from a Newfoundland and Labrador outfitter.
Outfitters believe that time in a wilderness environment best describes the experience that their customers are seeking. This element is seen as significantly more important than the chance to experience something new, renew friendships or participate in outdoor recreation. The heavy emphasis on time in a wilderness environment may prove to be problematic given the increasing pressure on natural areas from competing user groups.
In the last three years, most outfitters have seen their level of sales remain stable or decrease. Only 28.6% have seen the sales of hunt packages increase. Many of them attribute this change to a number of factors including the state of the U.S. economy, travel costs, exchange rates and the difficulty in shipping game. These factors have negatively impacted outfitters across Canada and represent real challenges to individual businesses.
For those outfitters who have been able to increase the level of their visitation, they have attributed much of their success to advertising and the quality of product offerings (DTCR 2006d).
Outfitters are using a variety of marketing methods. Almost all businesses report using a website. Brochures are the second most popular method of advertising. Placing advertisements in magazines is a common form of advertising, however the use of travel writers, in some ways a more effective way of utilizing print media, is not very highly utilized. The use of intermediaries such as booking agents does not seem to be very prevalent perhaps because a large number of customers are repeat visitors.
Most outfitters are willing to consider new marketing activities in an effort to increase sales. The geographic regions where they would be willing to invest mirror those regions in which much of their current customers originate i.e. Mid Atlantic states, Ontario, Quebec, and Atlantic Provinces. Some outfitters see the need to expand into new markets as evidenced by the high rates of interest in states outside of the New England and Mid-Atlantic region, and for western Canada, Europe and Asia.
When asked how their businesses would change in the next five years, the most common response was to market to corporate groups, followed by spending more on Internet marketing. In the same section, people were asked about what items represented barriers to their growth. Many people said they did not know how to reach new markets. Some must also deal with a lack of Internet services, a significant disadvantage in today’s business environment.
By John Hull, edited version
As the provincial labour market shrinks, a coordinated program of training opportunities and work experiences are necessary to promote business retention and professionalism within the industry. Competing land uses pose one of the greatest challenges to the sustainability of the sector as mining, forestry, development and alternative energy interests are targeting prime lands that presently support big game populations.
In addition, there is a need to change regulations to better support the outfitting industry. Partnerships between industry and government as well as between industry associations across the country are required to bring about positive results. In terms of big game, allocation of resources and assignment to outfitters, as well as the current refund policy need to be re-evaluated to improve the public image of the industry and to streamline the management process to satisfy the needs of industry and government.
There is also a need for a review of outfitting regulations to keep pace with the ever-changing industry landscape and to promote the adoption of regulations that are enforceable and not burdensome or too restrictive. The political will to execute and implement regulatory requirements is one of the greatest challenges facing the industry.
In terms of marketing, the outfitting industry has been successful in attracting hunters to the province by promoting the abundant natural resources, availability of game, competitive pricing and skilled guides. In addition, the provincial tourism department has been efficient and strategic in adopting marketing activities with the greatest return. Their efforts have been complemented by the positive relationships between outfitters and their guests who have built a successful repeat business. Visitor satisfaction is high. As traditional hunting markets have matured there is a need to develop quality complementary activities. Better travel connections are needed as well as new competitive hunting products that focus on the province’s unique wildlife or that target new markets. Increasing competition will require outfitters to maintain quality customer service. Future marketing success will depend on adopting Internet marketing techniques. NLOA needs to work in partnership with government agencies to maximize marketing impact on behalf of its members.
The foundation and success of the outfitting industry over the next ten years will be based on adopting environmental measures that support the conservation and proper management of wildlife resources and the ecosystems that support them. Responsible environmental practices and actions are necessary to support a wise use of resources to build the industry. Policy and regulatory changes that will improve the efficiency of the industry and assist outfitters in taking advantage of the province’s unique selling points to offer a higher yielding, high-quality product are needed. By adopting these strategies, the outfitting industry will remain competitive in the marketplace and continue to be recognized as a world class outfitting destination.
The outfitting industry in Newfoundland and Labrador is represented by 153 outfitters representing 165 separate operations (DTCR 2006f). The recently completed survey of outfitters reveals that 21.4 % offer hunting packages and that the majority (55.1%) offer both hunting and fishing opportunities (DTCR 2006d).
Survey results show that the majority of outfitters have been in business for over ten years (76.2%/hunting, 63%/both). In summarizing the physical infrastructure of the operations, 76.9 % have at least one or two lodges with only one fifth of outfitters also using tent camps. The Newfoundland and Labrador outfitting sector does not depend on a large number of mobile camping accommodations but provides more permanent physical infrastructure, offering more amenities. Approximately 70 % of the lodges are well-equipped with hot running water, flush toilets, showers or bath, electricity, refrigerators, and propane ranges (DTCR 2006d).
The majority of outfitters based on the Island of Newfoundland are located in western Newfoundland with the highest concentration of camps on the Great Northern Peninsula and in the southwest corner of the province. Outfitters offering both hunting and fishing are located primarily in western and northern Labrador with outfitters in northern Labrador now under the jurisdiction of the Nunatsiavut Government and the Inuit Land Claims Agreement. The spatial distribution illustrates the importance of the outfitting industry to the rural regions of the province.
Traditionally outfitting operations in the province have focused on offering and developing hunting and fishing packages for their clients. Over the last few years, in addition to hunting and fishing, an increasing number of operators have diversified, targeting niche markets interested in outdoor adventure, historic and cultural activities, learning and enrichment, and nature-based and ecotourism products.
Approximately 70% of outfitters offering both hunting and fishing, and approximately 60% of hunting operators are offering other types of outdoor activities to their guests. Some of the most popular activities include small game hunting, backpacking/hiking/walking tours, canoeing/kayaking, snowmobiling, and ATVing. The list of activities reveals that outfitters have diversified their product offerings and lengthened their operating seasons from traditional hunting and fishing seasons into the shoulder seasons including the winter months.
Approximately 30-40% of outfitters offering both hunting and fishing are having success with pre- and post- tours while only 20% of hunting outfitters have offered these packages. In addition to extending the stay of their clients, the changing nature of hunting/fishing clients is requiring that outfitters offer a number of activities at the same time as they are offering hunting and fishing for clients.
In evaluating the success of outfitting operations in partnering with other operators, only a small minority have explored this option (4.8% hunting, 11.1% both hunting and fishing) to increase their product offerings. Sub-contracting other tour operators and individuals to provide adventure, cultural, or nature-based experiences is an opportunity that could expand product offerings for outfitters while not requiring major capital investments (DTCR 2006d).
In the 2002 Ontario Resource-based Tourism Diversification Opportunities Study, three principal barriers to diversification were identified: the perceived difficulty on the part of outfitters to obtain financing; government regulations; and an absence of ideas and direction on the part of outfitters on what kinds of new activities and experiences to offer in order to attract new types of guests (Government of Ontario 2002).
When Newfoundland and Labrador outfitters were asked the same question, similar responses were generated. The top three responses from hunting outfitters were: government regulations, lack of sufficient capital, and increased costs. Outfitters offering both hunting and fishing packages mentioned an absence of ideas (unsure), government regulations, and seasonality.
Offering training programs and workshops on targeting niche markets, package development and pricing, and government regulations associated with the adventure tourism and nature-based sectors would assist outfitters in making informed decisions to overcome barriers to diversification and to respond to the declining hunt/fish markets.
Hunting is a sport that is deeply rooted in North American traditions. Guided hunting in Canada is dominated by foreign hunters, many from the United States. Non-resident hunters form the backbone of the outfitting industry in Newfoundland as non-residents may not hunt big game in Newfoundland and Labrador without hiring an outfitter guide. This reliance is consistent with other Canadian provinces.
Newfoundland’s DTCR recognizes the preponderance of Americans in the guided hunting markets. A vast majority (80%) of the province’s big game hunters comes from the United States and 40.8% of U.S. hunters come from three states, Michigan, Pennsylvania and New York. Other key markets are Ohio, Massachusetts, New Jersey, Connecticut, Wisconsin, Maryland and Texas. The primary Canadian markets are Nova Scotia, Ontario and Quebec.
Those consumers targeted by DTCR are male, 25 – 65 years of age with an emphasis on those over 45. They have a mid to high household income, post secondary education and live in rural areas (DTCR 2006d).
Most Newfoundland and Labrador outfitters operate a small to medium size business with the annual number of guests ranging from 25-49 for the majority of outfitters.
Approximately 77% of hunters are staying in the province about a week. Whether this is driven by customer preference or by the nature of the packages offered is unclear. The vast majority of customers for hunting outfitters are males (>90%); females make up a very small percentage (< 10%).
Approximately 86% of the hunters to Newfoundland are considered middle aged, falling in the 45 – 59 years age category. Few hunters are seen in the younger age categories potentially an area of concern as it is possible the market is not replacing itself as hunters’ age and leave the sport.
Approximately 74% of the people coming to hunt with outfitters in Newfoundland and Labrador have hunted in the province before. Approximately 55% of outfitters report a high percentage of repeat visitations. This is a strong indicator that outfitters are delivering a product that meets or exceeds their customers’ expectations.
Outfitters believe that the availability of game (57%) is the most important factor in convincing hunters to visit Newfoundland and Labrador. Price (19%) and the quality of guiding (14%) are seen as other critical factors. The unique culture of the province (5%) and the clean and unspoiled environment (5%) while important, seem to be secondary to price or quality in the decision to purchase a hunt from a Newfoundland and Labrador outfitter.
Outfitters believe that time in a wilderness environment best describes the experience that their customers are seeking. This element is seen as significantly more important than the chance to experience something new, renew friendships or participate in outdoor recreation. The heavy emphasis on time in a wilderness environment may prove to be problematic given the increasing pressure on natural areas from competing user groups.
In the last three years, most outfitters have seen their level of sales remain stable or decrease. Only 28.6% have seen the sales of hunt packages increase. Many of them attribute this change to a number of factors including the state of the U.S. economy, travel costs, exchange rates and the difficulty in shipping game. These factors have negatively impacted outfitters across Canada and represent real challenges to individual businesses.
For those outfitters who have been able to increase the level of their visitation, they have attributed much of their success to advertising and the quality of product offerings (DTCR 2006d).
Outfitters are using a variety of marketing methods. Almost all businesses report using a website. Brochures are the second most popular method of advertising. Placing advertisements in magazines is a common form of advertising, however the use of travel writers, in some ways a more effective way of utilizing print media, is not very highly utilized. The use of intermediaries such as booking agents does not seem to be very prevalent perhaps because a large number of customers are repeat visitors.
Most outfitters are willing to consider new marketing activities in an effort to increase sales. The geographic regions where they would be willing to invest mirror those regions in which much of their current customers originate i.e. Mid Atlantic states, Ontario, Quebec, and Atlantic Provinces. Some outfitters see the need to expand into new markets as evidenced by the high rates of interest in states outside of the New England and Mid-Atlantic region, and for western Canada, Europe and Asia.
When asked how their businesses would change in the next five years, the most common response was to market to corporate groups, followed by spending more on Internet marketing. In the same section, people were asked about what items represented barriers to their growth. Many people said they did not know how to reach new markets. Some must also deal with a lack of Internet services, a significant disadvantage in today’s business environment.
By John Hull, edited version
