Page 123 - Clackamas County Watertourism Strategic Plan. Final.v3

STRATEGIC PLAN FOR WATER-BASED TOURISM IN CLACKAMAS COUNTY, OREGON THE OPPORTUNITIES
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Nature Photography: There is only one person that oozes gear more than a fly fisherman and that is a nature photographer. The typical image of a nature Improving the
photographer is one of a lone snipper braving the elements with 1000’s of dollars of equipment waiting for the perfect shot. This is the image I want Experience
Clackamas County nature guides to destroy. Nature photography can be a family activity with kids making as much noise as they want. These tours give the
family a fun learning experience on the basic techniques of nature photography such as framing, exposure, light, and composition all while using their cell
phones or point and click cameras. Like with family-friendly fishing trips, the ultimate motivation for groups to do this will be to spend time together. During
the tour, guides are not only teaching photography techniques but also about the nature that surrounds them. Families return home with a new sense of
accomplishment and some memorable pictures to boot.
Wildlife Viewing and Natural History Tours: Family friendly fishing trips should offer opportunities for touring nature. This is not a new concept. As previously discussed,
interpretive talks are offered in many locations such as Milo McIver State Park. Natural history interpretation and tours have been offered in public parks and campgrounds for
decades. However, what is not occurring is the marketing and promotion of these services. Promotions and marketing of family friends fishing activities should promote these
services. They should identify where and when they are scheduled and work with parks to maintain a consistent delivery of these tours.
Recommendation 32: “Promote the Experience not the Kill”
Marketing for fishing tours is primarily geared toward those who are seeking to take fish. The advertisements of almost every fishing guide or tour includes pictures of dead fish
being hoisted by the gills. The text of the ads talks about the quality of the fight and the size of the trophy
that customers will take. The central message of the ads is that you will catch and kill plentiful large fish.
These ads are based on the false assumption that this is the main motivation to go fishing. The fact is that a
small minority of people rate “catching fish” as the reason they go fishing. The most important reason
people go fishing is to enjoy a sport while relaxing and getting away with family and friends xxxvi . When you
consider these motivations, you see that sport fishing is competing with many other sports and activities
that also deliver the same experience. However, marketing and advertisements for fishing tours are really
catering to a small percentage of the market’s motivation. This may be one of the several reasons behind
unexceptional participation rates in fishing. The whole sport fishing industry needs a rebranding. The brand
needs to appeal to a wider audience and address their core motivations. “Promote the experience not the
kill” is a mantra being promoted by at least one Clackamas County fishing guide and where the author first
heard it xxxvii . Other fishing guides also agree but this is at the early stages. As a marketing and branding
agency, the Mt. Hood Territory DMO should take the lead on changing the image of fishing from one of
aquatic hunting to a vehicle for gathering friends and family. This won’t be easy because the traditional
image of fishing is entrenched, and it will likely require the cooperation from other DMO’s, ODFW, and
Credit: Joel LaFollette, Royal Treatment Fly Fishing, West Linn OR
other relevant parties. However, this is also an opportunity for the Mt. Hood Territory to set itself apart and
create a niche in a very large water-based tourism market.