The Recreational Boating and Fishing Foundation announced that Florida and Texas will serve as test markets for the launch of its five-year Hispanic Outreach Plan.
In partnership with the Florida Fish and Wildlife Conservation Commission and the Texas Parks and Wildlife Department, the outreach will begin in the spring.
Capitalizing on the growing Hispanic population as a key market segment for first-time anglers, RBFF announced earlier this year the development of the five-year plan, which will focus on a multi-channel outreach approach encompassing digital, social and traditional media, along with a retail point-of-sale strategy and engagement with state agencies. With a high number of Hispanic consumers, Florida and Texas were selected to pilot the effort.
“The FWC is excited to work with RBFF to better engage our Hispanic citizens. We must be more effective in conveying our conservation messages and learn how to increase Hispanic participation in boating and fishing,” FWC executive director Nick Wiley said in a statement. “These nature-based activities are great ways for families to enjoy the outdoors, help support our economy and create jobs.”
"Texas Parks and Wildlife welcomes this partnership with RBFF to improve outreach to Hispanic audiences,” Texas Parks and Wildlife executive director Carter Smith said. “The effort reflects the priority we place on better serving all Texans. This is a business imperative for us in light of the rapidly changing demographics in our state. It is not only the right thing to do, it’s the smart thing to do if we wish to maintain support for natural resource conservation and outdoor recreation into the future.”
Both states have a strong potential for reducing the underrepresentation of Hispanics in fishing and boating. According to the U.S. Census Bureau, at 36 percent, Texas has the highest Hispanic population ages 16 and older in the country. However, only 17 percent of that population represents active anglers. Florida has a Hispanic population of 24 percent, but only 5 percent are active anglers.
“With a combined Hispanic population of 9.7 million, Florida and Texas represent key geographies to initiate our outreach efforts,” RBFF president and CEO Frank Peterson said. “Building on the test market results, we will expand the campaign nationwide to engage this audience that is critical to the long-term sustainability of fishing and boating and the conservation efforts that benefit from increased participation in the sport.”