Hailing from the rugged hills of the Keweenaw Peninsula to the wetlands of Metro Detroit, Michigan's foremost outdoor organizations gathered this month in Traverse City for the 2024 Michigan Outdoor Summit! Here are 4 key takeaways that will shape the future of Michigan's outdoor state.
"Do you guys know how the glaciers were formed?"
Brandan Freeman of "Shades of the Outdoors" posed this ice-breaker of a question (pun intended) to a tent full of leaders in Michigan's outdoor industry. We were sitting at the base of Hickory Hills Ski Resort in Traverse City, surrounded by hills formed by glaciers 10,000 years prior, so the question suited its environs.
"One snowflake at a time, flake by flake, compounded and solidified over thousands of years."
No, this wasn't a geological TedTalk covering the glaciology of the Great Lakes region. Freeman, a professional consultant for diversity, equity, and inclusion ("DEI") in the outdoor recreation industry, was speaking on the past, present, and hopeful future of DEI in Michigan's outdoor economy. The glacier analogy artfully highlighted the transformative impact of small and consistent actions - a concept that has historically both decimated and progressed the establishment of inclusive and sustainable outdoor spaces.
Much like the glaciers that carefully carved our great state, Michigan's evolving outdoor industry is also being shaped one critical "snowflake" at a time. In the post-Covid era, Michigan's outdoor recreation industry continues to snowball into a formidable $12.4 billion economic force, supporting 119,000 jobs, nearly 3% of Michigan's total workforce, and 2% of its total GDP. Participation rates in outdoor recreation are also continuing its 6-year upward trend, including a 4.1% increase since 2022.
There's even more "snow" in the forecast for 2025. Scratch that - a lake-effect blizzard of recreational snow is truly headed our way, where the attention of the outdoor world will be fixated predominantly on us. With the transformative projects like the Gordie Howe International Bridge and Ralph C. Wilson, Jr. Centennial Park coming to fruition - as well as near completion of the Iron Belle Trail, Border-to-Border Trail, and Joe Louis Greenway - Detroit is especially on the precipice of becoming the capital of the Great Trails State.
This year's Outdoor Summit provided a calm before that storm. A brief moment to intentionally stop, collaborate, and listen to the trends, opportunities, and concerns of a rapidly developing industry. Purposeful alignment towards curating the new standard for a world-class outdoor ecosystem.
Now that we've had ample time to process, this article synthesizes our most important takeaways from the Summit. Key themes that will undeniably impact the future of Michigan's outdoor economy for years, if not generations, to come. Four significant aspects of our industry that Expedition Detroit proudly endorses and will continue to support as integral to our mission.
1. CONFIRMED: MICHIGAN'S OUTDOORS ARE WORLD-CLASS
At the 2023 Michigan Outdoor Summit, one of the major takeaways included the necessity of a culture shift within our state's existing outdoor cohorts. One where we transitioned away from the comparison game of "Great Lakes vs. Out West," which so often framed our local outdoors in an inherently negative light. A less-than posture where sentences started with "We don't have mountains, but..."
Oh, the changes that a year can bring...!
This year, Michigan has finally arrived on the international stage - on its own merit as a world - as a world-class outdoor destination. An adventure-seekers paradise without any comparisons because, well, there's no place on Earth like Michigan. Already in 2024, Outside Magazine has named Michigan one of the "8 Most Adventurous States in America," including the #1 state in the midwest region. Outside further named Michigan's lower peninsula - specifically highlighting Detroit's transformative trail system - as one of its "23 Best Places to Travel in 2024" for adventure travel.
What factored into these accolades? Outside's "Wow Factors" that included 13.6 million acres of public land, 1 national park, 2 national lakeshores, 103 state parks, 5,292 miles of hiking trails, 9,345 miles of mountain-bike trails, 3,288 miles of pure Great Lakes coastline, 51,438 miles of rivers, and 43 ski areas - the second most in the U.S.
So, what does this mean for our state's recreation industry? Much like our city and professional football team recently shedding decades' worth of poor headlines, we now have the brand recognition to forge our industry's future in a unique, purely Michigan manner. One in which our wild places and growing economy work in tandem to create transformative, inclusive, and attractive outdoor amenities.
In other words, we're done playing catch-up - Michigan's outdoor recreation industry is finally in the driver's seat of its bright future.
2. THE EVOLVING FACES OF THE OUTDOOR STATE
Diversity, equity, and inclusion initiatives - commonly referred to as "DEI" - have held a central pillar in the progression of the outdoor economy for several years now. Here in Michigan, the Michigan Department of Natural Resources prominently stated within their "Five Year Strategic Plan" that the DNR will remain "committed to fostering and promoting an environment focused on equity and inclusion to expand and broaden the diversity of its visitors and workforce," including the implementation of improvements "to ensure the provision of acceptable service to all visitors, regardless of ability, ethnic background, and location."
DEI initiatives are undeniably necessary for the growth and sustainability of the outdoor recreation industry. As Brandan Freeman's presentation painfully highlighted, discrimination based on race, gender, sexual orientation, and identity has left a deep stain on our outdoor culture. One requiring intentional action to alleviate and overcome towards creating an inclusive and vibrant industry.
Fortunately, the faces constituting Michigan's outdoors are steadily creating more of a mosaic than a monolith. As we've noticed across the Expedition Detroit platform, women especially are increasingly forming the next "powerhouse demographic" of the outdoor recreation industry. With projections stating the 45% of women between the ages of 25 - 45 will be single, childless, and gainfully employed by 2030, this emergent consumer block is poised to have a transformative impact on an outdoor recreation industry historically dominated by men.
This forecast means that necessary - and productive - industry steps must be implemented to accommodate and this new consumer base, including DEI initiatives intentionally geared towards creating a more inclusive and safer outdoor ecosystem.
3. UTILIZING OUR OUTDOORS FOR TALENT ATTRACTION
The explosive growth of Michigan's outdoor recreation industry should be regarded as one of our state's greatest assets. One which, when wielded responsibly, can effectuate incredible change within a brief period of time. A power to protect vulnerable spaces, change livelihoods, and open doors for sustainable socioeconomic growth.
One of the greatest opportunities for Michigan's outdoor industry corresponds with one of our state's greatest challenges, and a major theme at the Michigan Outdoor Summit: Michigan's declining population. By 2050, Michigan is projected to suffer a total decrease of 1.3% at best and 6.9% at worst. That's right - no population growth study currently projects Michigan experiencing a population increase, which will strain our social infrastructure, undercut economic growth, and leave precious public resources vulnerable to necessitated development. These projections have caught the attention of Lansing, with Governor Whitmer establishing the "Growing Michigan Together Council" to advise our state government on specific policies to grow Michigan’s population.
The GMTC and other governmental organizations like the Michigan Economic Development Corporation are largely curating their policies towards attracting and retaining one specific demographic: young professionals. These marketing campaigns highlight the benefits of living and working in Michigan, including the state’s tech sector, affordability, progressive cultural policies, and - very prominently - its natural beauty.
Why? Because studies consistently prove that Millennial and Gen Z workers flock to regions with abundant outdoor infrastructure amenities, drawn in by the allure of incorporating outdoor recreation, natural immersion, and exercise into their daily commutes and general work life.
Here's some good news: Michigan's booming recreational ecosystem is perfectly-positioned to help alleviate this dire need. Detroit specifically is spear-heading a multi-tiered approach to connecting its entire community to accessible, world-class outdoor experiences and destinations. Vacant lots are being converted into cutting-edge parks. Initiatives like the Joe Louis Greenway are creating hundreds of miles of safe, accessible, and stunningly beautiful corridors for recreation and transportation. The ever-expanding Detroit Riverfront Trail continues to connect and draw Detroit's disparate neighborhoods to its pristine - and award-winning - riverwalk. As the cherry on top, the new Gordie Howe International Bridge will directly connect all of these city-based destinations to Windsor's section of the Trans-Canada Trail.
Several breakout sessions at the Michigan Outdoor Summit focused specifically on the need for industry-wide collaboration in creatively utilizing our outdoors for talent attraction. We whole-heartedly believe that the ROI from such meetings will include game-changing partnerships and transformative opportunities for highlighting and experiencing Michigan's jaw-dropping natural beauty. You can expect us at Expedition Detroit to be in the forefront of such innovative ventures...stay tuned, Michigan.
4. BALANCING ECONOMIC GROWTH AND CONSERVATION
Can too much of a good thing become a very, very bad thing? Absolutely. Especially when said "good thing" involves explosive growth within an emerging sector - leaving natural resources largely vulnerable to exploitation, contamination, and generational degradation.
The Great Lakes region is no stranger to the disastrous consequences associated with unchecked development. Dating back to the late 1860s, rampant industrialization harnessing and diluting the beautiful power of Niagara Falls shocked the collective conscience of budding environmentalists.
Frederick Law Olmsted - the renown landscape architect that designed New York's Central Park and our resident Belle Isle Park - helped found the "Free Niagara" movement alongside intellectuals like Ralph Waldo Emerson, Henry Wadsworth Longfellow, and Charles Darwin. The movement believed that the "natural beauty of the land surrounding Niagara Falls should be protected from commercial exploitations and remain free to the public."
The ecological disaster of Niagara served as a wake-up call to a nation on the verge of economic preeminence. A stark reminder of the largely irreversible consequences of allowing development to run rampant. And, serendipitously, the catalyst for enacting into law what became known as "America's Best Idea": the National Park Service.
Looking ahead towards 2025, Michigan's outdoor community finds itself poised for momentous growth. The macroeconomic pieces are all falling into place, from cross-industry collaborations involving facilitative governmental action to small business dynamism partnering with effective grassroots advocacy.
But, as history has painfully taught us, economic development must be coupled with purposeful environmental considerations. Especially for those of us with a vested interest in the sustainability of our outdoor ecosystem.
Fortunately, Michigan's Department of Environment, Great Lakes, and Energy ("EGLE") is already tackling this issue before it rears its ugly head. EGLE's "Resource Protection" initiative aims to balance socioeconomic development with Increased protections for native habitats, native species, and natural geologic features. EGLE also monitors zoning ordinances to include sustainability requirements (e.g., wetland protection and greenspace requirements) and support the private purchasing of ecologically valuable habitats throughout the state.
While we all want to see Michigan's outdoor industry continue to grow, our industry's leaders are even more interested in seeing the natural state of our outdoors continue to thrive. We're happy to report on the summit's unanimous alignment regarding the importance of both economic AND environmental sustainability.
In other words, we're continuing a legacy of building parks, trails, and clean waterways for our grandkids and great-grandkids to enjoy. Can't imagine a better ROI for our industry than that.
While we wish you could've joined us at the Michigan Outdoor Summit, our sincere hope is that this article ignites the same fire within you that inspires our passion for Michigan's growing outdoor industry. Our state's best days on the trail are truly ahead of us, thanks largely to the cross-industry consumers and providers that reinforce our commitment to Michigan's thriving outdoor economy on a daily basis.
We'd like to close out this article with a special thank you to Land of Outsiders, Heart of the Lakes, the Michigan Outdoor Industry Office, and the other sponsors of the Michigan Outdoor Summit. Simply put, you all crushed it with an engaging, collaborative, and inspiring conference. Well done.
We can't wait see you all next year!
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