The outdoor industry has experienced notable changes in guest participation in recent years, including a rise in diversity and an increase in female groups. These trends have been evident at Adventures on the Gorge, an adventure resort adjacent to New River Gorge National Park and Preserve. CEO Roger Wilson describes this period as an “exciting and encouraging” era for outdoor recreation.
The Outdoor Industry Association’s recent reports indicate increased diversity in outdoor activities. There has been a rise in participation among Blacks, Latinos, and the LGBTQ+ community, as well as more women and youth engaging in activities like camping, fishing, and climbing.
Historically, the resort’s guests were predominantly Caucasian. However, recent years have shown an increase in diversity, including more Black guests and members of the LGBTQ+ community, with the resort becoming a popular wedding destination for gay couples.
Earl Hunter, founder of Black Folks Camp Too, has played a crucial role in promoting inclusivity in outdoor recreation. His message, “You Are Invited and Welcomed!” inspired the resort to tweak its marketing initiatives to reach a broader audience.
According to a press release, the resort has also focused on attracting multi-generational gatherings, offering expanded accommodation options such as cabins and vacation homes.
Another aspect of the resort is outdoor activities. Whitewater rafting remains a cornerstone activity at the resort. To attract younger participants, Adventures on the Gorge offers programs like free rafting for kids with an accompanying adult. This initiative aims to cultivate a new generation of rafters.
Beyond rafting, the resort features more than two dozen activities, including zipline tours, adventure parks, paintball, laser tag, rock climbing, and guided hikes. It has recently added Jet Boat Tours and guided driving tours, which have become popular among older adults.
The leadership at Adventures on the Gorge has consistently observed and adapted to changes in guest demographics. Efforts to ensure all guests feel welcomed have paid off, as evidenced by the increased diversity among visitors.
Wilson mentioned that observing and adapting to guest needs has been beneficial for the resort.
“We’ve learned to observe and adapt, and it is paying off. Today when I walk the resort, I see far more ethnic diversity among our guests, a lot more multi-generational families, a huge number of all-woman groups and friend groups enjoying time in the outdoors,” Wilson said.
Wilson highlighted the excitement surrounding recent developments at the resort and emphasized the ongoing efforts to ensure that all guests, including guests of color, feel welcomed.
Situated on 350 acres along the rim of New River Gorge, Adventures on the Gorge is positioned to host a variety of outdoor adventures. The resort is located near three national park units, including the New River Gorge National Park and Preserve.
For more information about Adventures on the Gorge, visit adventuresonthegorge.com.
Featured image by Adventures on the Gorge
