The University of Denver joined the Outdoor Recreation Roundtable in 2022
In a world that can feel like it’s getting smaller, the outdoor recreation industry is only getting bigger.
The Bureau of Economic Analysis (BEA) estimated that the country’s hiking, biking, skiing, fishing and paddleboarding businesses (among others) generated more than $1.2 trillion in 2023. That’s 2.3% of the U.S. gross domestic product, more than the farming, mining and utilities sectors.
In Colorado, according to the BEA, the industry accounts for nearly 133,000 jobs—about one of every 25 of the state’s employees.
“Not only do we have these spiritual, cultural, community values that we ascribe to outdoor rec, but we also know that it’s a critical portion of the American economy,” said Chris Perkins, vice president of programs at the Outdoor Recreation Roundtable (ORR). “There’s been a big shift from outdoor rec being seen as a nice amenity to actually a core part of a well-functioning society and economy.”
The University of Denver and the Daniels College of Business recognized the need to support the outdoor industry’s workforce, through increased diversity and opportunities for advancement.
“This program is really designed for working professionals who want to get into the industry or advance in the industry,” said Chris Castilian, LORI’s senior executive director. “We are entirely focused on getting our students employed in their dream jobs, so we take full advantage of opportunities to make connections, get them placed and help them find their pathway to the outdoors.”
Chris Perkins
Perkins taught the inaugural LORI cohort in a course called Policy in the Outdoor Industry, which focused on how laws and regulations take shape, and how to advocate for change. The topic is in his wheelhouse, given the ORR’s work to gather relevant data, educate stakeholders and bring them together to create change for the benefit of the outdoor recreation economy at large.
“One of the topics we really drove home during the course was this idea of ‘right message, right messenger, right time,’” Perkins said. “When two people are discussing with one another, what’s the message that most aligns with the way they see the world? Who is the messenger that has the most trusted background with that person? How do we convince the person that right now is the most urgent and important time to address this issue, and not in another 10 years?”
Students in the class spanned a range of ages and experience levels, from those in their first or second position to others who had been in their roles for more than a decade. All of them, Perkins said, left their egos at the door and approached discussions with a shared sense of curiosity and rigor.
“I’m really excited to see future cohorts of students and the diversity of industries that they represent,” he said. “The intent of the program is providing leadership and career advancement across the outdoor industry, no matter what activity it might be. It’s available to any company in the outdoor industry that’s looking to provide upskilling for its employees. The participants in this program are better equipped to be the leaders of tomorrow in outdoor companies across the country.”
In addition to a valuable certification, LORI students can lean on the ORR partnership to build relationships with professionals from one of the organization’s many community partners. Perkins has also offered to be a mentor and advocate to students in his classes.
From the ORR’s perspective, the outdoor industry must become more diverse, more united and provide more opportunities to build skills. A partnership with DU is a critical investment to make those goals a reality.
“We want people have a clear sense of a career path in the outdoor industry—where they might start, where they might get to and where they might end up,” Perkins said. “There have been a lot of those efforts in individual verticals in the outdoor industry, but not so much in the industry at large. That’s why the LORI program is so important and well-timed to help the entire outdoor recreation economy thrive.”
Through LORI, students gain a broad, comprehensive view of the greater outdoor industry, and receive the skills and leadership they need to succeed.