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The Hispanic Community and Outdoor Recreation Applied Management Research Program UCLA Anderson School of Management

The Hispanic Community and Outdoor Recreation Applied Management Research Program UCLA Anderson School of Management Laura Adams Kafi Baskerville Dorothy Lee Michael Spruiell Rob Wolf. Agenda. Introduction to Hispanics Methodology Findings 5 key areas Culture Leisure Time Youth Income

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The Hispanic Community and Outdoor Recreation Applied Management Research Program UCLA Anderson School of Management

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  1. The Hispanic Community and Outdoor Recreation Applied ManagementResearch Program UCLAAndersonSchool of Management Laura AdamsKafi BaskervilleDorothy LeeMichael SpruiellRob Wolf

  2. Agenda • Introduction to Hispanics • Methodology • Findings • 5 key areas • Culture • Leisure Time • Youth • Income • Language • Recommendations • Conclusion

  3. Introduction Methodology Findings Conclusion Recommendations Introduction – Hispanic Market • Hispanic segment largely overlooked • Traditional outdoor activity participants • White non-Hispanics • Opportunity to increase Hispanic participation • Hispanic impact • Population growth • 10x faster than non-Hispanic (1980-2000) • Enormous purchasing power • Spent $653 billion in 2003

  4. Introduction Methodology Findings Conclusion Recommendations Demographic Information Source: U.S. Census Bureau 2003

  5. Introduction Methodology Findings Conclusion Recommendations Fundamental Problem How do retailers and organizations encourage Hispanics to initially and continuously participate in future outdoor recreational activities?

  6. Methodology Introduction Findings Conclusion Recommendations Secondary Research Methodology • Initial library consultation • Individual review • Library databases • Websites • Partner resources • Categorized findings • Culture • Leisure Time • Youth • Income • Language • Gaps to address in primary research

  7. Methodology Introduction Findings Conclusion Recommendations Primary Research – Survey • Survey • Leisure time • Hours, interests, budget • Physical activities • Active/non-active, hours, interests • Interest in specific outdoor activities • Reasons for not participating • Translated into Spanish • Spanish and English versions • 303 survey respondents

  8. Methodology Introduction Findings Conclusion Recommendations Survey Methodology • Distribution of survey • E-mail • Face-to-face meetings • Alumni • Univision • Television promotion • www.encuesta.notlong.com

  9. Methodology Introduction Findings Conclusion Recommendations 5 4 1 2 3 Location – Respondent vs. National Population National Hispanic population Survey Respondents Source: U.S. Census Bureau 2003

  10. Methodology Introduction Findings Conclusion LeisureTime Income Youth Language Culture Recommendations Findings • 5 Key Areas • Secondary Research • Primary Research • Recommendations

  11. LeisureTime Income Youth Language Culture Family • Multi-generational family • Different from American concept of nuclear family • Boarders • Recent immigrants – to help pay for expenses • Identity retention • Strong ties to parents/grandparents’ country of origin • Traditional foods • Weight gain • Fatty meats, lard • Emotional support • Physical activities

  12. LeisureTime Income Youth Language Culture Community • Tightly knit • Major influencers • Church • 64% of Hispanics attend services regularly • 40% of Americans attend services regularly • Community leaders • Word-of-mouth • Brand loyal Source: USCCB

  13. LeisureTime Income Youth Language Culture Personalization • Seek connectivity • Families and community • Health care • Doctors’ trust • Politeness towards all • Effort to make connectivity

  14. LeisureTime Income Youth Language Culture Culture – Survey • 26% primarily speak Spanish at home live with 5 or more people • 62% of respondents born in the U.S. • 76% of respondents’ parents & grandparents born outside U.S. • 57% most likely be interested in outdoor activities if friends/family had higher interest level • 78% get outdoor activity info from family & friends • Respondents prefer to be with family when: • Watching TV/movies at home (62%) • Going to the park (58%) • Going to church (74%) Source: AMR Survey

  15. Recommendations LeisureTime Income Youth Language Culture Recommendations – Culture • Retailers • Target local churches / sponsor an outdoor outing • Combines family, church, & outdoor activities • Grassroots campaign • Brand loyalty • Community leaders • Doctors • Create personalization • Educate health benefits • Eat moderately, increase exercise

  16. Culture Income Youth Language Leisure Time General Leisure Time Data • Hispanic leisure time has increased dramatically since 1990 • Still ranks lowest in TOTAL leisure time available • Relative to other major ethnic demographics • Opportunity due to GROWTH in leisure time • Potential to increase participation rates in outdoor activities

  17. Culture Income Youth Language Leisure Time Leisure Time Growth • Hispanic daily leisure time increased from 2.9 to 3.9 hours • Over 13 year period (34%, 1990–2003) • Same leisure time growth rate as white population • 10% greater growth rate than black population • Only 24 minutes of the one hour increase is spent on TV • White population added 30 minutes to TV time • Black population added a full hour to TV time Source: LeisureTrak Report

  18. Culture Income Youth Language Leisure Time Leisure Time Availability – Survey • #1 reason for not participating in outdoor activities Lack of Time • 71% of males • 64% of females • Only 17% would rather be doing something else • 44% would definitely participate in more outdoor activities if more leisure time was available • Increases to 49% for Hispanics aged 18-29 • Increases to 59% for Hispanics aged 30-34 Source: AMR Survey

  19. Culture Income Youth Language Leisure Time Leisure Time Activities • Hispanics enjoy some of the same leisure activities as white Americans • Gardening, fishing, and video games • Swimming, hiking, and other forms of exercise • American football preferred over soccer • Hispanics enjoy activities popular with other ethnicities • African-Americans • Listening to music, going to the movies, shopping • Group activities are universally popular • Hispanics • African-Americans • Asian-Americans • Whites (to a lesser degree) Source: LeisureTrak Report

  20. Culture Income Youth Language Leisure Time Physical Activities – Survey • 61% of Hispanics spend 1-4 hours/week on physical activities • Increases to 72% for Hispanics aged 35+ • Less common for Hispanics with highest education levels • 25-34 age group most active • Over a third spending 5-9 hours/week on physical activities • Most popular activities • Running • Other forms of basic exercise Source: AMR Survey

  21. Culture Income Youth Language Leisure Time Team Sports • High interest in organized and/or team activities • Commitment to family & friends • Enjoyment and reliance on team environment similar to other interaction with family and friends • Favorite sports among Hispanics • American football and basketball • Highly team-based • Requires communication and collaboration *Can be due to participation in the sport, or simply due to an interest Source: LeisureTrak Report

  22. Culture Income Youth Language Leisure Time Individual Sports • Hispanics enjoy individual and team sports • Unique compared to other ethnicities • Participation in individual sports for health benefits and stress relief • Favorite sports overall • 3rd = Running • 4th (tie) = Walking/swimming Source: AMR Survey & LeisureTrak Report

  23. Culture Income Youth Language Leisure Time Health Opportunities • Lack of leisure time has resulted in a lack of exercise • Health not being addressed • Exercise not listed as top five favorite sport activity • Yet, high level of interest and some participation in: • Hiking • Biking • Trail running • Hispanics are aware of health benefits • 82% of Hispanics say outdoor activities are healthy Source: AMR Survey & LeisureTrak Report

  24. Recommendations Culture Income Youth Language Leisure Time Recommendations – Leisure Time • “Lack of time” #1 reason for not participating • True despite impact of leisure time growth trend • Target outdoor activities with small time commitment • Hiking, biking, fishing, & trail running • Increase awareness • Encourage Hispanics to choose outdoor activities with available leisure time • Promote group oriented activities • Group and individual activities popular, but group activities: • Allow time with family and friends • Allow parents to participate with children; promote active lifestyles • Promote health benefits • Encourage switch from current exercise to outdoor activities • Requires no more of a time commitment than already expending

  25. LeisureTime Culture Income Language Youth Youth Background • Hispanic youth are a dominant force in U.S. • Hispanics under 18 • Increased 81% • Non-Hispanics • Increased 6.1% • 73% under 16 • Mexican Source: Packaged Facts - The US Hispanic Market

  26. LeisureTime Culture Income Language Youth Youth Language • Young Hispanics view English as dominant language • Many bilingual • 88% of 5 to 17-year-olds • 71% of 18 to 64-year-olds • 60% of 65 years + • Web usage • 91% of youth in L.A. use mostly English websites Bilingual and Native English speaking Hispanics by Age Group, 2000 (in thousands) Source: Packaged Facts - The US Hispanic Market, Cultural Access Group and Sapo Communications

  27. LeisureTime Culture Income Language Youth Youth Purchasing Decisions • Moms large role in family spending decisions • Mothers are the “ultimate gatekeepers” • Teens “tend to be shielded by parents from messages or activities that are seen as threatening to the family or irrelevant” • Hispanic children have major impact on brands selected by parents less acculturated Source: Packaged Facts - The US Hispanic Market

  28. LeisureTime Culture Income Language Youth Youth Obesity • Hispanic youth more obese & unhealthy than others • 72% Hispanics age 5 to 17 in good or excellent health • 74% blacks age 5 to 17 in good or excellent health • 87% whites age 5 to 17 in good or excellent health • Children 12-18 that are overweight • 25% of Hispanics • 12.9 % of whites • 21.8 % of blacks • Parents accommodate children’s dietary wishes • Lack of proper physical education at schools • Cultural emphasis on large, social meals can cause weight gain Source: The Associated Press

  29. LeisureTime Culture Income Language Youth Youth Outdoors and Leisure – Survey • Spending • 90% of youth spend < $40/week on leisure • 50% of youth spend < $20/week on leisure • Finding Information on Leisure • 78% rely on friends/family • School, T.V., Radio and Internet also popular • Direct Mail, Church not major sources for youth • Perception of Leisure • Almost all respondents had favorable attitudes towards outdoor activities • Physical Activity • Large majority of youth spend 1-4 hours/week Source: AMR Survey

  30. LeisureTime Culture Income Language Youth Youth Outdoors and Leisure – Survey • Motivation to participate • Increased interest amongst friends and family • Main constraints preventing participation • Time, lack of equipment, proximity to activity and limited interest amongst family and friends • Levels of interest • Camping, biking, snowboarding highest • X-country skiing, fishing, birdwatching, snowshoeing low • Levels of participation • Camping, biking, trailrunning, hiking most popular • Canoeing, x-country skiing, kayaking, rafting, snowshoeing have minimal participation Source: AMR Survey

  31. Recommendations LeisureTime Culture Income Language Youth Recommendations – Youth • Gateway activities as a stepping-stone • Interest in camping, hiking, biking, trail running • Less time away from friends and family or lower costs involved • Increasing participation in more expensive, complex, time consuming outdoor activities could be a longer term goal • Get youth to try some activities • Consider sponsors fund and support • Encourage parents participation with children • Increase overall exposure to activities and opportunities • Word-of-mouth advertising is key • Disburse information through school and Internet • Less need for Spanish websites • Emphasize health benefits to parents for overweight youth

  32. LeisureTime Culture Youth Language Income General Income Data • $34,421 average household income of Hispanics • Compared to $43,318 average income of non-Hispanics • 18% faster growth in income than national average • Still the lowest average income • Job type • Lower education levels Source: The US Hispanic Market

  33. LeisureTime Culture Youth Language Income Hispanic Spending • Spend more of yearly income • 96% vs. 82% national avg. • Largest spending categories • Absolute terms • Footwear (36% more) • Hispanic households spend $406 • Non-Hispanic households spend $292 • Relative terms • Entertainment • Children • Other categories with increased spending • Vacations, clothes, services, and food • Factors impacting spending decisions • Relationships, sampling, word-of-mouth Source: The US Hispanic Market

  34. LeisureTime Culture Youth Language Income Household Income • Survey versus National Population • respondents consistent with secondary data • Survey respondent slightly higher income levels Source: The US Hispanic Market / AMR Survey

  35. LeisureTime Culture Youth Language Income Participation by Income Level – Survey • Number of outdoor activities that Hispanics participate in • Not really determined by their income Source: AMR Survey

  36. LeisureTime Culture Youth Language Income Participation in All Activities by Income –Survey • Weighted average of current activities by income • # and avg. day/yr of current OUTDOOR activities • # and avg. day/week of current OTHER activities • Not really determined by their income Source: AMR Survey

  37. LeisureTime Culture Youth Language Income Unfamiliar with activity Very low interest Low interest Medium interest High interest Very high interest Interest in Outdoor Activities by Income – Survey • No real significance or correlation on income or interest Source: AMR Survey

  38. Recommendations LeisureTime Culture Youth Language Income Recommendations - Income • With lower average income than rest of the nation, Hispanics are conscious of spending, particularly if the product is unknown • Use less expensive activities as gateway • Use trial or discounted trips and apparel for initial interest • Footwear spending higher than non-Hispanics • Stress benefits of participating • Show value

  39. LeisureTime Culture Income Youth Language Language General Data • Five segments within Hispanic population 59% like to use Spanish in every situation 70% speak Spanish in their homes Source: Emerging Latino Markets

  40. LeisureTime Culture Income Youth Language Outdoor Activities and Language Improvements • Applewhite Picnic Area in San Bernardino • Bilingual signs and Spanish-speaking hosts • 80% visitors are now Hispanic; 50% before • Vail Resorts • Goal to hire 10 minority personnel at each of their 5 resorts However there is still a lot of room for more change…… • Angeles Forest • Bilingual signs, hosts and maps • Online space solely in English • Advertisements for outdoor facilities • Solely run on English-language television

  41. LeisureTime Culture Income Youth Language Language in the Retail Sector Physical visits to three top outdoor retailers in L.A. • Patagonia • Environmentally-friendly retailer / Located in upscale location • No bilingual references or employees • Demographic 86% non-Hispanic • REI • ‘Everything outdoors’ retailer / Located in upscale & middle-class area • No bilingual references or employees • Advertised ‘beginner’ clinics only in English • Big 5 Sporting Goods • General sporting goods retailer / Located in middle-class location • No bilingual signs or employees • Advertised low-cost ‘learn-to-ski’ packages in English • Online spaces of all retailers were offered only in English

  42. LeisureTime Culture Income Youth Language How Important Is Language Really? – Survey • 88% consider themselves highly proficient or fluent in English • 86% of those who primarily speak Spanish • Don’t think lack of information in Spanish is key factor for not participating • 15% most likely or definitely participate more • If there were more information available in Spanish • 40% of these respondents are aged 45+ • 8% said there was not enough info available in Spanish • 3% think not enough tour guides/instructors speaking Spanish Source: AMR Survey

  43. Recommendations LeisureTime Culture Income Youth Language Recommendations – Language • Survey results indicate less need for bilingual approach • Secondary research indicated benefits • Encourage participation through • Bilingual signs, maps, and websites • Retailers • Short-term • Educational brochures in Spanish • Long term • Engage Hispanics with Spanish website targeting older Hispanics • Send direct mail in Spanish (older Hispanics 3.5x more likely to respond)

  44. Introduction Methodology Findings Conclusion Recommendations Other Influences on Participation • Safety issues • Accessibility/distance • Lack of necessary equipment • Parental approval

  45. Introduction Methodology Findings Conclusion Recommendations Recommendations Summary • Increase Awareness • Stress the health benefits • Informational campaign • Community mentors • Doctors to promote outdoor activities • Community groups – introduce new activities • After school program • Summer or weekend camps • Church programs • Retailer sponsored outings • Organize group activities • Funding for equipment

  46. Introduction Methodology Findings Conclusion Recommendations Recommendations Summary (cont’d) • Gateway activities • Further participation in gateway activities • camping, fishing, hiking, biking, trail running • Stress less time consuming activities • Stress group activities • Loyalty and interest  encourage other activities • Personalization • Reach out • Spanish language • Signs, maps, websites, direct mail, brochures • Commitment to Hispanic segment • Hiring practices, recruitment

  47. Introduction Methodology Findings Conclusion Recommendations Recommendations Summary (cont’d) • Other • Increase accessibility • Transportation to venues • Leverage population size and buying power • Alternative form of entertainment • What NOT to do • Treat Hispanics as homogenous population • Assume all demographics respond similarly • Assume Hispanics cannot afford to participate

  48. Introduction Methodology Findings Conclusion Recommendations Conclusion • Hispanic segment is important! • Growing population and buying power • Youth segment very significant • When promoting outdoor activity, consider: • Strong commitment to family & friends (especially with youth) • Lack of leisure time • Income is not necessarily a factor • Spanish language personalization

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