Wisconsin’s $11.2 billion outdoor industry is a significant economic driver for the state. Understanding the local economic impact of outdoor recreation is essential, as impact data can inform strategy, shape future development and even help to secure funding. While communities can see and feel the benefits of outdoor recreation, it can be challenging and costly to quantify the local impacts. The Do-It-Yourself Economic Impact Program, developed in partnership with The Harbinger Consultancy, removes those barriers by providing the knowledge, tools and support to conduct an economic analysis and produce a report.
Since 2024, ten teams have completed the program, uncovering more than $75 million in local economic activity generated by outdoor recreation. Each report tells the local story of how outdoor recreation contributes to the economic vitality and overall vibrancy of a community.
View recent reports from:
The Office’s innovative program and resources let you choose the pace and depth at which to explore the process of collecting and analyzing visitor data to calculate economic impact.
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Written Guide: A step-by-step framework with examples and resources that details the process of collecting data, calculating impact and telling the story. This free resource is available to download and review at your own pace. Get the guide.
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Workshop: Two 90-minute virtual sessions cover the fundamentals of economic impact analysis and how to use the DIY Guide to navigate the process independently. Sessions are interactive and offer opportunities for participants to engage in discussion and explore real-life scenarios. Upcoming workshops are scheduled for February 10 and 17. Jump to details and registration information below.
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Practicum: Workshop participants are invited to apply to participate in the nine-month practicum to receive one-on-one coaching and technical assistance as they deploy data collection techniques, conduct an analysis and create a final report. Jump to details about the practicum below.
Workshop Details
Two 90-minute virtual sessions cover the basics of conducting visitor research and the foundation of an economic impact analysis. Led by The Harbinger Consultancy, these sessions are interactive and allow participants to meet others interested in the topic and discuss real-life scenarios.
Workshop objectives:
Session 1: Visitor Research
Tuesday, February 10
12:00 p.m. – 1:30 p.m.
Session 2: Data Analysis
Tuesday, February 17
12:00 p.m. – 1:30 p.m.
Register for both sessions separately, but plan to attend both, as the content in Session 2 builds on the learnings from the first session. Sessions will be recorded for participants, but live participation is highly encouraged. For practicum applicants, live attendance from at least one team member is required for each session.
Practicum Details
Participants completing the workshop are invited to apply for the nine-month practicum that runs from April through December. The practicum provides one-on-one coaching and technical assistance for up to five organizations and culminates in a final report that quantifies the significance of their outdoor recreation infrastructure. Final reports will be released in January 2027. See below for application requirements.
Practicum objectives:
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Refine and implement a research plan.
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Deploy data collection techniques.
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Calculate estimated economic contributions using the data gathered.
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Learn how to organize and analyze available data to tell a compelling story.
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Receive one-on-one coaching from The Harbinger Consultancy to guide data collection and analysis.
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Receive support from the Wisconsin Office of Outdoor Recreation to produce a report based on findings.
Participants should expect the bulk of the work to occur at the beginning and end of the data collection period, with time allotted in the fall for analysis and drafting the narrative. The Harbinger Consultancy will be available for one-on-one coaching and troubleshooting, with most of the work conducted by team members.
Practicum Application
A competitive application process will select practicum participants based on the following criteria, including but not limited to:
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Commitment from at least two team members (three is preferred).
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Completion of the two-part workshop series.
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A well-developed research plan.
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Desire to understand the economic contributions of an outdoor recreation activity or asset.
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Ability to conduct research independently and provide the necessary content for the report by October 1.
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Plans to involve colleagues or stakeholders in the process of developing the final report.
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Strategy to utilize the economic impact report to advance or support outdoor recreation.
Following the workshop, participants will receive the link to the practicum application.
The Office of Outdoor Recreation compiled this list of businesses and organizations that may be able to help you understand the economic impact of your outdoor recreation activity or asset. Additionally, A Do-It-Yourself Guide: Conducting and Using Visitor and Recreational User Research from the Wisconsin Office of Outdoor Recreation is a free tool to walk you through the steps.
Learn more.
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About The Harbinger Consultancy
For 30 years,
The Harbinger Consultancy has worked as guides, partners and knowledge builders. Harbinger helps communities, regions and supporting organizations harness, protect and expand the power of their places. Harbinger expands its capacity through an extensive network of collaborators and engages local partners,
researchers, photographers, videographers, social media pros, storytellers and other creative types for an even bigger local impact.
Michele Archie is a principal of The Harbinger Consultancy, leading its work in
collaborative regional economic analyses, economic impact projections, visitor and resident surveys and outdoor recreation assessments. Michele has led more than three dozen such studies for national and state parks, World Heritage Sites, trails and other recreational and protected areas across the United States.
She develops and conducts online courses for land trusts, trail advocates, outdoor recreation economy builders, community leaders and community economic development professionals.