Page 124 - Clackamas County Watertourism Strategic Plan. Final.v3

STRATEGIC PLAN FOR WATER-BASED TOURISM IN CLACKAMAS COUNTY, OREGON THE OPPORTUNITIES
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Recommendation 33: Improve the Paddling Experience
Clackamas County has abundant and high-quality paddling resources. Flatwater paddling is the second most popular water sport in Oregon. The highest
Improving the
concentration of flatwater paddlers is located in Multnomah County which hosts 30% of the states total, yet Clackamas County attracts only 8%. Experience
Clackamas County has a large untapped market potential considering its proximity to a large market and its water resources. Paddlers are a much smaller
market than anglers and they generate fewer overnight stays because many are within driving distance to their homes. However, they are a critical
population for generating interest in new products and services and creating a stable base of support. Basically, if you generate interest among the local
boaters in the short term, then over the long term out-of-state visitors will take notice and want to stay. Providing for the demand of local paddlers will
help out-of-state water-recreationists to “linger longer.” With this in mind, the following recommendations are made.
Recommendation 34: Move from Information to Inspiration
The quality of information for Clackamas County rivers is exceptional. The river trail maps for the Sandy,
Willamette, and Tualatin rivers all exceed national standards on a comparative basis. After researching the
nation’s rivers for water trail maps and guides, the water trail information on these three rivers is as good and
better than most in the country. Nonetheless the visitation is not exceptional. This is because “information does
not lead to action. xxxviii ” In order for tourism promotion and marking to influence boaters they must move their
message “from information to inspiration. xxxix ” Marketing to boaters must inspire them to get on the water by
appealing to their core motivations. Most paddler get on the water for exercise, to be closer to nature, and to
relax with friends and family. While the information provided to paddlers is excellent, marketers must know that
is it not enough to get them on the water. Those paddlers that are using these guides and maps are already
motivated to go paddling. The information didn’t get them on the water, it only made it easier. They would have
found a way without these conveniently available maps to get on the water anyway. The paddling experience in
Clackamas County needs to be rebranded to inspire prospective paddlers to choose the river over another
recreational option. The Mt. Hood Territory web site’s link to water play provides excellent information. It starts
with an introductory paragraph describing the variety of options that the Territory has to offer and then provides
a highly detailed map with all the contact information necessary for a traveler to plan a trip. This is informative
but not inspiring. A would-be paddler may see this site and say, “that’s exactly what I am looking for…” and take the next step but the idea to play on the water came from
somewhere else. The web site is designed to inform, and potential paddlers know to go to the site access information. Inspiration has to go to them. Inspiration describe the
benefits the paddler will get in such a way as to get them motivated. Inspiration content should make contact with personal feelings, emotions, and motivations. Think in terms
of “nowhere else but here can you….”.