Channel Mastery - EP. 181: Jason Blevins, Colorado Sun

Colorado Sun

**Embracing Newcomers to the Outdoor Industry + Trends and Predictions for 2022**

featuring

Featuring:
Jason Blevins has been a journalist covering Colorado's Western Slope since the mid-1990s. He is a co-founder, and reporter at The Colorado Sun, a journalist-owned, award-winning news outlet based in Denver. Jason covers business tourism, real estate, mountain culture, and the outdoor industry for the media outlet.

show highlights

We’re excited to welcome Jason Blevins as we discuss what sparked him to start The Colorado Sun, a member-owned public benefit corporation, and his career covering the outdoor industry on the Western Slope of Colorado. We discuss his recent article about the optimistic outlook for the ski industry based on the demand for ski lift infrastructure in the US.

As a result of the pandemic, the outdoor industry was granted its wishes of increased participation and diversity in a matter of months. So far, we haven’t seen a drop in engagement. The challenge now for the outdoor industry is how do we sustain that growth and demand? Jason’s solution is to welcome and embrace these newcomers - they are the next generation of public lands advocates and the key to long-term growth.

Join us as we take a dive into trends and predictions for the outdoor industry in 2022, including the challenges and opportunities outdoor-related businesses are facing. The days of cheap labor are over and to adapt, businesses will need to provide livable wages and affordable housing for employees, especially in the light of soaring housing prices in rural communities.

Kristin Carpenter: Welcome back everyone to another episode of the Channel Mastery podcast. I am so excited to introduce Jason Blevins to you today, who is the co-founder and co-owner of the Colorado Sun, as well as a reporter at that prestigious publication. Welcome to the show, Jason. It's awesome to have you.
Jason Blevins: Yeah, thanks for having me, Kristin. It's going to be fun.
Kristin: Yes. And I think we've known each other for a long time through many different roles in the industry. I would love to start our conversation today to talk about sort of the Colorado Sun and what your journey has been like there. You definitely took a managed risk in starting that, but I thought your timing was great. And it was definitely just... I was immediately a supporter. I got my tote bag, and I signed us up to support you from day one, and things look to be going really well. Can you talk about the journey with that?
Jason: Yeah. It has been a very interesting journey. We're coming up on…we just passed three years, our three year anniversary. And we are 10. We started as 10 Denver Post reporters. We all came from the Denver Post, sort of lost faith in the ownership of that wonderful newspaper, not the workers, not the leaders at the paper, but the owners who were a distant hedge fund. And they were squeezing money out of it and it just wasn't viable anymore. We couldn't work that way. So we left, and we started our own sort of a new model for journalism we hope. And we're asking people to give us five bucks a month, and we don't have a paywall. So we want you to read us and like us so much that you'll give us five bucks a month, little more if you want some newsletters sort of thing, but we are kicking ass.
We've doubled our number of reporters this year. We're up to, I think, somewhere around 25 reporters and we're supported by members. We have a little bit of advertising, underwriting, CPR style. We are a public benefit corporation and kind of a new model. We came online with the hopes that we'd arrived at a time when people were recognizing the need to pay a little bit for their news, right? It's not just free. It's not just on the internet. If you want good journalism, people have to make it, and they got to go out and work and do it. And we're hoping that we arrived at a moment when people say, hey, I got to spend five bucks a month to get this awesome news source in my inbox every day. So that's the idea. It's working out well, too.
Kristin: I think that's fantastic. And I'm pretty sure that the statistic that talks about how we look to our local paper for accurate reporting has always been consistently high on the trust barometer I think that Edelman puts out. And you've taken that regional approach because it's the Colorado Sun, but it definitely feels like it appeals to all these rural communities because you're really hitting the topics that are important to us. We aren't able to get that information in the way that you all are delivering it any other way, frankly. So, I really think that you also are serving through this new business model in a way that we all desperately need.
Jason: Well, thank you. We do aim to have very sort of statewide coverage in depth and a regional approach so that we can really appeal to diverse communities in this awesome state.
Kristin: And you also, as I said, in your introduction, you're a reporter, but you have certain beats that you cover. Is it just outdoor recreation or is it rural economic development? Tell us about your beats there and then we'll get into the story at hand we're here to talk about.
Jason: Yeah, a little bit of everything. I mean, I live in the Western slope in Eagle, so I've been covering kind of Western slope business communities, mountain culture, outdoor recreation since the nineties. And focusing on the ski resort business, mountain real estate, anything kind of business-y tourism focused, really some mountain culture stories. A lot of just Western slope is kind of what I describe it as. I have been closely involved with the evolution of the outdoor industry here in Colorado as the covering it as the state sort of becomes kind of a hub through outdoor recreation industry and business here on the Western slope. So I've kind of created my own beat, really. It's broad, but I can kind of drill down and be pretty focused on particular industries and particular growth patterns as I wish, pretty much. It's the joy of this job.
Kristin: Yep. And it really shows in your reporting. So that's why I gave you the heads up to try and get you on the show today. I saw that you did a story, I believe it was, well, it was right after Christmas, on December 27th, 2021 about the chairlift manufacturer Leitner-Poma and what an amazing time they're having in terms of like a boom. And I wanted to... I reached out to you to kind of get your take on the state of snow sports, because that's obviously an interesting indicator. And just so the audience knows, we're going to kind of go from there into talking about what's going on with outdoor recreation in rural communities here in Colorado. And then really talk about the challenges and the opportunities for the new year, because that's what we're here to kick off. So, let's talk first about this chair lift maker and the indicator of that. Tell me what did you sniff out there as a reporter that you thought would make a great story? And how does it really indicate the health of snow sports?
Jason: Yeah, exactly. So I've been covering the ski industry since the nineties. And really we don't have… ski industry's very insular, as we all know. They don't talk a lot about how they're doing. We don't see a lot of overarching numbers that give us an indication of the health of the industry. We do have resorts, obviously public 10Ks and quarterly announcements to give us an idea of how it's looking. But generally it's difficult to find out how Vail Resorts are doing, but there's sort of a back door that you can get in. When you go talk to the guys at Leitner-Poma, the North American lift industry is dominated by two players, Leitner-Poma in Grand Junction and an Austria based company called Doppelmayr. So when you look at what those guys are doing every year, you can really see how optimistic and healthy the resort industry is.
When they're down, things are not good. Resorts are not happy, and they're not betting big on the future. But when they're up and they are up right now, they are making a record number of chair lifts for the next couple, few years. That's a revealing sign that the resort industry, ski resort industry is feeling very optimistic. Owners, large and small, private, big, they are all investing very deeply in the future of the ski resort industry. So it bodes well when these guys are saying, we've got work lined up for the next three years. You can't even order a lift. And we've got crews scrambling from coast to coast, upgrading lifts, putting in new fancy lifts at private ski resorts and it's never been busier for these lift operators. So that's been a pretty good indicator of what the industry's looking like right now.
Kristin: And just as I kind of study for Channel Mastery as we've come through the pandemic where we are today, I know we're not through it by any means, but most certainly we haven't seen a drop off with the new participants in outdoor recreation. And as you said, as we were speaking before I hit the record button, the industry as a whole has really wanted more diversity, more people, new participants across whether it's cycling, endurance, outdoors, snow sports, it doesn't matter. We've really had an incredible growth clip to our participants and diversification of our participants. And I thought that your story was so interesting also because it looks like these snow sports areas want to upgrade and up level the experience through what they're doing with more modern infrastructure with these lifts.
Jason: Exactly.
Kristin: But it also helps to offset potentially less hands on deck. And that kind of gets into something we're also here to talk about which is some of the incredible challenges placed on these rural resort communities with all the growth from outdoor recreation. So, we have a lot to get into here, but ultimately I thought this story was so interesting from so many standpoints in terms of the health of outdoor recreation as we go into 2022. I mean, we're coming up on two years living with COVID and the pandemic and I for one am really heartened to see that we haven't lost that initial wave of outdoor enthusiasts. And I'm even seeing brands integrate that into their marketing more and more in terms of showing more diverse participants and whatnot. And it really seems like these people are wanting to stay. And I would love to get your take or what you see in terms of like, just what does this mean for us as an industry in a community in the outdoor recreation space?
Jason: I just think back to March 14, 2020, right? We're all skiing. I went skiing that day. It's a Saturday, beautiful. Come back home, and all of a sudden I'm slammed with work because the entire state resort industry shut down immediately. And the first thing I did the next day after writing those stories is I called my local backcountry ski shop and I got my wife some skis and new touring boots, because that was our future, right. And within a week, every shop is eliminated, right? They have nothing on their shelves. You can't find a pair of skins or a backcountry ski for your life. And that was the first indication within six days of that shutdown, the backcountry exploded, right? It's the hottest thing going. And that trend never stopped.
We kept, look at bikes, look at boats, look at every single thing that happened that you could buy that got people outside, separated in the past two years. And they're having the biggest year ever, RVs everything. I mean, anything that gets people outdoors away from other folks is just incredibly in demand. And that in many ways, we sort of landed the golden goose for the outdoor industry in a matter of months. This five year goal to grow participation rate and finally push the number of Americans who play outside past that 50% barrier that's been so elusive for the past decade. It happened in, you know, six months. It just happened. And all of a sudden now the industry's figuring out. One, how do you accommodate this sudden surge and growth and demand? How do we equip these destination places with enough workers to support it?
How do we help these folks learn the nuanced behavioral patterns of back country travel and things like this and camping and all the different things that some veterans probably know well. But in a matter of weeks, the industry saw all its wishes granted. Hundreds, thousands, millions of people going outside. People of all stripes, every type of diverse population ever has embraced the outdoors. So now the challenge has really been, what do we do with this growth? How can we sustain it? How can we mitigate it? How can we accommodate it and handle it? But across the board, you're seeing just incredible growth in all sorts of outdoor industries from gear, to tourism, to hosting, to guiding, to all the stuff that we need to play with. It's been a pretty incredible two years to watch this evolution happen so quickly.
Kristin: It really is insane.
Jason: It really is.
Kristin: As we're, again, looking at kind of the litmus test of the infrastructure at the snow sports resorts, I mean that is high, high dollar investment, right?
Jason: Oh yeah.
Kristin: And that to me is also an indicator that this is very sustainable. I mean, it is unfortunate to see how a lot of these brands are struggling today in terms of the whole supply chain thing and getting consumers what they need. But consumers also learned through the pandemic that they can solve problems and discover solutions in an interesting new way. So I think that really what's warranted, as you were saying before we hit record, is just welcome them in, and do everything that we can to keep them interested.
Jason: I've always kind of thought it's all of our responsibilities. If you're a backcountry user, if you're a backcountry skier, a kayaker, any mountain biker, climber, anybody that goes into the backcountry, we need to all sort of take some ownership and some responsibility on helping these newcomers. I know that's not our first reaction when you see somebody doing something not smart. Your first reaction is, wow, let's get away from them. But I wish we would, instead of making fun of them and having the Jerry websites and all this stuff, I wish we could sort of have a communal come together moment here and just kind of embrace these newcomers and help them. Give them a supportive word. Tell them their helmets on backwards. Tell them whatever you need to do, just politely.
And kind of just help them and encourage them. And these are the people that are going to be fighting for public lands in the next 20, 30, 40 years. We're not going to be... I'm 52 years old. I'm not going to be doing it for much longer or whatever another, into the next century. So, let's foster the next generation of public land supporters and land stewards and encourage them and get them on board and skiing and paddling and pedaling and climbing and boating and all the different stuff that we love. And this industry will build, will thrive beyond all measure.
Kristin: I totally agree. And I think that's an exceptional call to action as we're starting a new year. These new participants are not going to go away. Everything is going to remain just as crowded as it has been. And you're right. Extending the olive ranch and becoming a larger community with them included with the foresight to think about when the more they fall in love with the outdoor recreation space and what they do in it, the more they're going to want to care for it. And you're so, so right. Newcomers of any age group, in my opinion, the more we welcome them and have them feel like they're belonging, the better off we're all going to be in the future. I totally agree. That is so smart.
Jason: And we're on that track, right? Because in the past two, five years really, we've seen the outdoor rec industry start to really tear down some walls. This industry is just as isolated as… it's crazy. Motorcyclists don't like cyclists, don't like hikers. Snowboarders don't like skiers, blah, blah, blah, to like, even within the own identification some types of climbers, don't like freaking other types of climbers. We have this tribal mentality that we've had for years that has really started to deteriorate thankfully. And we're starting to see people that hunt and ride motorcycles who also ride bicycles and hike in wilderness. And we're tearing down these barriers, and we've learned how to do it within our own groups now. So, now we need to just continue and tear down the walls that are on the outside of us now, instead of the ones that we've been, I don't know, dividing us for decades in this crazy business.
Kristin: It’s so true. I'm so glad you brought that up. And we have almost, we've held onto those identities, and you can change the identity very quickly. It's just a matter of making a choice. I mean, you don't have to hold onto things. Nothing is going to stay the same. I think that's one thing we've all learned from what we've just lived through and where we're going. We all know the headwinds are going to continue. And it makes sense to, I think, embrace instead of repel in terms of this common cause. And I think that your reporting really does pull people together because you report on it from a community angle, like you're hitting economic, you're hitting healthcare, you're hitting all these different things that are tied to outdoor recreation through your reporting. So, I just think that's also super interesting, the way that you've expanded that beat to also have a new identity.
Jason: And the industry's really found its strength and power as a unified movement in the past couple, few years. We're getting the economic analysis from the federal government showing outdoor recreation is creating what, $689 billion industry. That's bigger than pharma. That's bigger than energy. This is a force. If we can come together, we can really rattle cages, break down old, tired, old tropes and start to really affect change that celebrates things like public lands and outdoor recreation and all the different things that are so important to us. And we can really accomplish more together as a unified force than we can as whatever 25 different voices yelling at our senators at the same time. Right?
Kristin: Agreed. And as we're kind of looking to wrap up here, I feel like Colorado is a microcosm to national trends, even though I realize through participating in the state of Colorado's Office of Outdoor Recreation, every state has a different way that it rolls up to its governor, if you will, but we are seeing a national growth in this, obviously as we've been talking about. And I feel like Colorado is an interesting state to look at in terms of trends. So, knowing that and knowing what we both just wholeheartedly agreed on in terms of this growth isn't going anywhere, nor are the newcomers, what would you say would be the biggest challenge ahead for 2022 and the biggest opportunity for 2022 for outdoor recreation?
Jason: I think one of the biggest challenges right now is labor. This industry has built itself on the sort of the ski bums and the RAF bums and the cheap labor forces that used to flock these mountain towns and work. I did it in the early nineties. It's what we did. You made eight bucks an hour and skied all day and slept three, four to a bedroom. And that was kind of the way you do it. And the days of communities relying on cheap labor are over. We need to find a way to pay folks more, pay them a livable wage, pay them, find them a place to live, give them homes so that they can survive in these towns.
Towns have gotten so expensive and real estate's so pricey, it's just really hard to sustain the labor forces that are required to support some of these rural outdoor recreation-focused tourism based economies. So, housing and labor force is I think one of the most critical issues facing outdoor recreation in Colorado right now. And like you said, what happens in Colorado, we kind of lead so we can set the pace. We can show other states in many ways how to sort of develop rural economies based on outdoor recreation and tourism and that perfect blend that kind of protects resources while also introducing more people to the outdoors.
It's a fine line. Colorado's well equipped to do it. And for big opportunities, again, it's back to this growth and this surge. We have a diverse population of young, vibrant newcomers in the outdoor realm, and what can we do to keep them going as we go back to whatever movies and bars and concerts and normal life. I'm using air quotes when I say that, but eventually we'll get out of pandemic life and things will go back to normal.
How do we make sure those folks embrace what they embraced during the pandemic? So, that's a challenge. It's an opportunity, too. It's an incredible opportunity. This industry finally has exactly what it's always wanted, right? More people participating outdoors with a diverse look of diverse demographics playing outdoors. Now the challenge is what can we do with them? How can we welcome them?
Kristin: Exactly.
Jason: It goes back to all of us playing a role. This isn't the job of the outdoor industry association. It's not the job of a few people here and there or leaders here and there. It's the job of every single person on the trails, in the snow, on the rivers, on the rock. Reach out, be nice, say a kind word. That person could be voting for the next big supporter of public lands in the next election. So, let's flex our muscle and be nice about it.
Kristin: I love that. It's a very simple call to action, although it also is tied to people's identities. And so it's definitely going to be a challenge, but it's very simple. Let's just keep it simple and keep it about kindness and welcoming others in. So, well, thank you so much. I'll put links to your most recent stories in December of 2021 from the Colorado Sun, but I want to encourage everybody to check out the Colorado Sun. It is truly stellar journalism, and the fact that we have to invest for something that's valuable to us is sort of similar to everything we've just been talking about with the public land's backdrop or the outdoor recreation backdrop. We have to pay for things that we value and love. And yes, and I really love what you all have done with the Colorado Sun. And I'm proud that my company and I have been supporters since day one. And you really are just exceeding expectations all the way around. So, please keep up the good work. We need you.
Jason: Thank you. Thank you, appreciate the support.