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The Gap We Fill:

Building public and political will for managing access at national parks

National Parks Conservation Association

October 15, 2024

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Setting the Stage

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NPCA’s Visitation Program

Who we are, how we got here and why we’re in this game

Situate the problem and opportunity in space and time

Road Map

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What We’ve Done to Help

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-Media Relations�-Research Collaborations�-Outreach Campaigns

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NPCA’s Visitation Program

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NPCA’s Mission

Protect and enhance America’s National Park System for present and future generations

  • Independent nonprofit
  • Nonpartisan advocacy organization
  • 1.6 million members & supporters
  • Founded in 1919

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What We’ve Done to Help

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Media Relations

  1. Normalize reservations
  2. Focus on solutions

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Shaping the Narrative:

Wall Street Journal Headlines

June 2021: National Parks Are Overcrowded and Closing Their Gates 

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Sept. 2021: Crowded National Parks Have Turned to Reservations. �                      Some Are Considering Keeping Them

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Dec. 2022: Glacier, Rocky Mountain, Arches National Parks 

                     Plan More Reservations 

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Research Collaborations

  1. Support research of mutual interest
  2. Give visitors a voice

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Other lines of inquiry of mutual interest

  • How did people get their information?
  • Did people perceive crowding to be a problem?
  • How far in advance did people seek reservations?
  • What would people do if they couldn’t get into the park?

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Know Before You Go

  1. Public relations / information campaign
  2. Outreach organizing

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Know Before You Go Mount Rainier Information Campaign

Contract Organizer’s Primary Methods

    • Emails and cold contacts
    • Outreach for social media amplification 
    • Posters & flyers (strategic placement)
    • Research on advertising

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Extensive Outreach Investments

    • Melanin Basecamp (paid ad)
      • Predominant BIPOC Outdoor recreation resource and social media channel.
    • REI Outdoor Resource Centers at 8 WA stores
      • Glad to place our posters and flyers

Credit: Miguel Santana for NPCA

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SUBSET OF ORGANZIATIONS & OUTLETS CONTACTED

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Credit: Miguel Santana for NPCA

BIPOC Outdoor Recreation

Conservation, Wildlife,

Community Recreation & Societies

Media & Industry Partners

Latino Outdoors

Recreation Northwest

KING 5

Big Tent Outdoor�Recreation Coalition

Rainier Beach Action Coalition

State of Washington Tourism

the Service Board

All Trails

WTA Magazine & Website

The Bronze Chapter

REI

Port of Seattle

KC Play Equity Coalition

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KUWA

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OUTREACH THAT DIDN’T WORK OUT

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Credit: Miguel Santana for NPCA

Advertising / Outreach

Reason

Notes

AARP

Cost prohibitive ($10-15K/mo)

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Radio

Less interested in PSAs

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Seattle Metro (transit advertising)

Cost prohibitive ($10K min., unless qualify for a grant)

Could be a good target with more lead time

Billboards

Cost prohibitive (also requires ability to install)

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Joint Base Lewis-McChord (JBLM)

Could not find a good contact

Important future partner with intros.

Washington State Dept. of Transportation (WSDOT)

Contact did not respond

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  • NPCA.ORG/RAINIER
  • URL was specially created for the project, and the information and data available was edited and rearranged for clarity and consistency when accessing the page directly from a QR Code (made specifically for materials)

Credit: Miguel Santana for NPCA

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  •  SOCIAL MEDIA TOOLKIT
  • Shared broadly with partners

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  • NPCA SOCIAL MEDIA
  • Easy for our partners and followers to re-share
  • Posted on platforms NPS is not able to use (TikTok)

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Cassidy Jones

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Senior Visitation Program Manager�

cjones@npca.org

THANK YOU!