Title

Marketing Outdoor Recreation Opportunities on Colorado's Public Lands: Strategies to Increase Awareness of Information Resources

Date of Award

11-8-2007

Document Type

Capstone Project

Disciplines

Environmental Policy & Mgmt

Degree Name

Master of Applied Science

Department

Environmental Policy & Mgmt

Advisor

William Robinson

Keywords

advertising; Colorado; marketing; national forests; outdoor recreation; Outdoor recreation -- Marketing -- Colorado; public lands; Public lands -- Recreational use -- Colorado; state parks

Abstract

The state of Colorado is renowned for its outdoor recreational opportunities, many of which occur on the state's public lands. Providing information and products about these lands is an integral component of the missions of the public agencies who manage them. To meet this responsibility, several agencies formed partnerships to provide information resources specific to Colorado's public lands. However, these resources cannot be fully utilized if the public is unaware of their existence. Despite funding shortages and bureaucratic restrictions, creative strategies and partnerships can be implemented to increase the public's knowledge of such resources. This paper evaluates current marketing activities for two existing resources and suggests potential strategies to increase public awareness of these and other information centers in the state.

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