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Establishing a
Birding-Related
Business
A Resource Guide
 David Scott and Ashley Callahan
Assistant Professor and Extension Recreation, Park and Tourism Specialist,
The Texas A&M University System; and Expo Coordinator,
Texas Parks and Wildlife Department

This report was funded in part by grants from the Renewable Resources
Extension Act and the Trull Foundation. We would like to express our gratitude
to the many individuals who were interviewed for this report. Their insights will
help others who are considering developing birding-related businesses.

Many of the photos in this publication were taken by Bert Frenz. The authors
are grateful for his permission to use them.
 Birdwatching is the fastest growing outdoor recreation activity in the
United States (Outdoor Recreation Coalition of America, 1996). Many com-
munities are enjoying substantial economic benefits from visiting birders.
This has led many landowners and communities to consider establishing
birding and wildlife watching enterprises and events as a means of generat-
ing income. Attracting birders and nature tourists is one way to diversify a
landowner’s income and a community’s economic base.
Birding and nature tourism are also compatible with environmental
preservation. They take advantage of natural scenic areas and habitats that
attract specific bird species.
As with any business, success depends on understanding the industry
and the customers one is trying to reach. The purpose of this guide is to
present current information about the birding industry and birders them-
selves, and to help those who may want to establish birding-related enter-
prises.
Information in this publication came from several studies, including the
1996 National Survey of Fishing, Hunting, and Wildlife-Associated Recreation
(referred to as the National Survey), and the 1993-1994 National Survey of
Recreation and the Environment (referred to as NSRE).

Understanding the Birding Market

Economics
The National Survey reported that, in 1996, Americans spent approximate-
ly $29 billion on observing, feeding and photographing wildlife. Trip-relat-
ed expenditures accounted for more than $9 billion (32 percent) of that
total. Figure 1 shows a detailed breakdown of how wildlife watchers spent
their money. “Other trip costs” includes such things as guide fees and public
land use fees. “Other expenditures” includes magazines and books, member-
ship dues, contributions, land leasing and ownership, and plantings.

Figure 1. Expenditures in the U.S. for Wildlife Watching: 1996.

Other
expenditure
11%

Other trip cost

4%

Transportation
10%

Equipment
57%
Food
12%

Lodging
7%
Source: 1996 National Survey of Fishing, Hunting and Wildlife-Associated Recreation
 Wildlife watchers spent an average of $554 per person
for these activities in 1996, far less than the average
amounts spent by hunters ($1,497) or anglers ($1,112).
Still, wildlife watchers, particularly birders, generate sub-
stantial income for some communities and landowners.
For example:
● The annual Hummer/Bird Celebration in
Rockport/Fulton, Texas, attracted 4,500 visitors in
1995. They spent more than $1.1 million during the
4-day event (an average of $345 each). Of this
amount, $316,000 was spent on lodging, $237,000
on meals in restaurants, and $278,000 on shopping.
● An estimated 20,000 birders spent $3.8 million at Point Pelee National
Park in Ontario during May 1987.
● Approximately 38,000 people visited two birding “hot spots” in south-
east Arizona (Ramsey Canyon and San Pedro Riparian National
Conservation Area) from July 1991 to June 1992 and spent about $1.6
million.
● Roughly 100,000 birders visited Cape May, New Jersey in 1993 and
spent $10 million.
● About 6,000 birders traveled to the High Island area of Texas during
April and May of 1992 and spent more than $2.5 million for lodging
and other activities.
● The Santa Ana National Wildlife Refuge near McAllen, Texas attracted
some 100,000 birders from November 1993 to October 1994. These visi-
tors spent $14 million in the area.
● About $5.6 million was spent by the 48,000 people who visited Laguna
Atascosa National Wildlife Refuge in south Texas from November 1993
to October 1994.

Participation Trends
The National Survey reported that 63 million Americans over the age of
16 participated in wildlife watching in 1996. Although this is 17 percent
fewer people than was reported in 1991, the number of Americans who said
they watched wildlife far outnumbered those who said they hunted or
fished (Fig. 2).

Figure 2. Changes in Outdoor Recreation Participation:

1991-1996.
100

1991 1996
76.1
Millions of participants

75
62.9

50
35.6 35.2

25
14.1 14.0

0
Hunting Fishing Wildlife watching

Source: 1996 National Survey of Fishing, Hunting, and Wildlife-Associated Recreation

 Of these 63 million Americans, 23.7 million said they traveled more than
1 mile from home to observe, photograph or feed wildlife. These are consid-
ered non-residential wildlife watchers. Residential wildlife watchers (some
61 million) are those who enjoyed wildlife watching within a mile of their
homes.
The residential wildlife watchers said they fed birds or other wildlife (54
million), observed wildlife (44 million), photographed wildlife (16 million),
maintained special plantings or natural areas for wildlife (13 million), and
visited public parks (11 million). Almost all the residential wildlife watchers
(96 percent) said they observed birds; many (87 percent) also like to observe
mammals.
The non-residential wildlife watchers reported feeding birds (10 million),
observing birds (18 million), and photographing wildlife (12 million).
During their trips to observe wildlife, an equal number were interested in
birds and land mammals (Fig. 3).

Figure 3. Types of Wildfide Observed During Non-residential

Trips: 1996.

Land mammals 17.7

Birds 17.7

Fish 8.4

Marine mammals 3.5

Other wildlife 11.5

0 5 10 15 20
Millions of participants

Source: 1996 National Survey of Fishing, Hunting and Wildlife-Associated Recreation

Only 25 percent of Texans said they engaged in wildlife watching in 1996,

and the number of Texans who were non-residential wildlife watchers had
decreased from 1.5 million to 1.3 million since 1991. However, Texas is a
prime destination for wildlife watchers from across the country and
around the world. About 1.4 million Americans said they traveled to Texas
to observe wildlife (primarily birds). Only California, Pennsylvania and
Florida attract more wildlife watchers. These visitors spent about $1.2 bil-
lion on wildlife watching in Texas.
Table 1 shows the rates of participation in wildlife
watching among the U.S. population in 1996
(National Survey).

Birdwatching Trends
The number of Americans 16 years of age and older
who watch birds grew from 21 million in 1982 to
more than 54 million in 1994—a 155 percent increase
(Fig. 4). However, it is important to keep these figures
in perspective.
 Table 1. Rates of Participation in Wildlife Watching.
% Engaging in % Engaging in
residential non-residential
Characteristics wildlife watching wildlife watching
Total U.S. population 30.1 11.7
Gender
Male 29.0 12.1
Female 31.2 11.4
Race/Ethnicity
Anglo-American 33.8 13.2
African-American 10.3 2.5
All others 14.7 7.3
Age
16 to 17 years 17.6 8.6
18 to 24 years 14.6 8.5
25 to 34 years 26.4 13.0
35 to 44 years 34.4 15.5
45 to 54 years 34.4 14.8
55 to 64 years 35.5 10.6
65 years and older 32.2 6.0
Level of education
11 years or less 20.6 5.4
12 years 27.2 8.9
1 to 3 years college 32.3 13.2
4 years college 35.1 15.6
5 years or more college 43.2 22.0
Annual household income
Less than $10,000 22.1 5.8
$10,000 to $19,000 25.7 9.7
$20,000 to $29,999 29.6 11.7
$30,000 to $39,999 32.3 13.1
$40,000 to 49,999 36.1 14.4
$50,000 to $99,999 36.0 16.2
$100,000 or more 37.4 17.0

Figure 4. Changes in Participation in Selected Outdoor Recreation Activities:

1982-1994.
150
1982-83 134

1994-95
Millions of participants

100 94

60 58
53 54
50 47 42
30 34
21 23 21
19
-12% +29% +40% +25% +155% -4% +43%
0
Hunting Golf Motor boating Camping Birding Fishing Walking
Source: 1994-95 National Survey of Recreation and the Environment
 While the overall number of birders has increased, the average number of
days per year they spend birdwatching may have decreased (Fig. 5).
According to the NSRE, 42 percent of those who said they birdwatched in
1982 reported doing so on 25 or more days that year. Only 15 percent said
they observed birds on just one or two occasions. In 1993 the percentages
were very different—only 12 percent of birders reported spending 25 or
more days on the activity and nearly 50 percent said they went bird watch-
ing on only one or two days.

Figure 5. Comparison of Days Spent Birdwatching: 1982-94.

100%
12%

10%
42%
75%

30%

50% 14%

29% More than 25 days

25% 48%
11 to 15 days
3 to 10 days
15% 1 - 2 days
0%
1982-83 1994-95

Also, these data from the NSRE don’t reveal whether people were residen-
tial or non-residential bird watchers. There are far more bird watchers who
do so close to home than who travel to watch birds (NSRE).
Finally, there is wide variation in the skills and commitments of birders.
A national study of birders reported that 60 percent of those who had gone
birding in the last 2 years said they could identify ten or fewer species of
birds (Fig. 6). Only 3.2 percent could identify more than 40 birds; only 30
percent said they used binoculars; and only 4 percent said they used a field
guide.
So it is important for landowners and communities to be realistic about
the birdwatching market. Despite the fact that a large number of Americans
say they birdwatch, only a small percentage of them is committed to the
activity in a serious way.

Characteristics of Wildlife Watchers

and Birders
In Table 2, the demographic characteristics of
residential and non-residential wildlife watchers
are shown (National Survey). This a breakdown of
the data in Table 1 for the 41.8 percent of the U.S.
population who said they participated in either
residential or non-residential wildlife watching.
Characteristics of these groups are compared to
characteristics of members of the American
Birding Association. ABA members are generally
serious birders, almost all of whom could be
expected to travel away from home to watch birds.
 Figure 6. Characteristics of Birders.
“Of the 43 million Americans who said they birdwatched during the last two years . . .”

30% said they used binoculars

4% said they used field guides

60% could identify 10 or fewer birds

Percentage
37% could identify 11 - 40 birds

2% could identify 41 - 60 birds

0.7% could identify 61 - 100 birds

0.5% could identify 101 + birds

0 20 40
Millions of participants

Source: Kellert, 1985

From this table we can see that those who travel away from home to
watch wildlife tend to be Anglo-American, 25 to 54 years old, have at least a
high school education, and have incomes of about $40,000 or more
Among the ABA members, 66 percent are male, 25 percent are 65 or older,
most have a college degree or graduate degree, and 27 percent have annual
household incomes of $100,000 or more.

Kinds of Birdwatchers
Birdwatchers are not all alike. Knowing the different segments of the
birdwatching population can help landowners and communities create and
promote attractions for particular segments of the market. The two studies
discussed below shed light on the various kinds of birdwatchers.

B 1994 Study of Birders in Alberta, Canada

(McFarlane, 1994)
Birders were asked about their birding habits, perceived skill levels, num-
ber of species on their life lists, number of birding magazines to which they
subscribed, and the total value of their birdwatch-
ing equipment. From this data, the researcher iden-
tified four distinct groups of birders: casual birders;
novice birders; intermediate birders; and advanced
birders (Table 3).
Casual birders comprised 43 percent of the
respondents. They had the lowest level of skill and
experience, and had invested the least in equip-
ment. They were motivated by an appreciation for
birds and nature (43 percent), their desire to learn
about and conserve the environment (39 percent),
and their desire to improve their birdwatching
skills (17 percent). Only 33 percent of them main-
 Table 2. Demographic Characteristics of Wildlife Watchers and ABA
Members.
Unites
States Residential Non-residential ABA
population participants participants members
Characteristics % % % %
Gender
Male 48.0 46.2 50.0 65.9
Female 52.0 53.8 50.0 34.1
Race/Ethnicity
Anglo-American 83.1 93.1 93.3 98.3
African-American 9.3 3.2 1.9 0.0
All others 7.6 3.7 4.7 1.7
Age
16 to 17 years 3.5 2.1 2.6 0.0
18 to 24 years 10.1 4.9 7.3 0.4
25 to 34 years 17.4 15.2 19.3 5.6
35 to 44 years 22.0 25.2 29.1 20.1
45 to 54 years 17.8 20.3 29.1 30.4
55 to 64 years 11.6 11.5 7.7 18.2
65 years and older 17.6 18.8 8.9 25.0
Level of education
11 years or less 16.8 11.5 7.7 0.5
12 years 35.3 31.8 26.9 4.0
1 to 3 years college 22.3 24.2 25.5 18.6
4 years college 13.9 16.2 18.4 34.4
5 years or more college 11.4 16.4 21.5 42.5
Annual household income
Less than $10,000 9.2 6.4 4.1 1.6
$10,000 to $19,000 12.1 9.7 8.9 1.2
$20,000 to $29,999 15.6 14.4 13.9 8.9
$30,000 to $39,999 14.3 14.4 14.2 10.9
$40,000 to 49,999 11.2 12.6 12.3 11.9
$50,000 to $99,999 29.1 32.7 35.7 38.5
$100,000 or more 8.5 9.9 10.9 26.9

tained lists of birds they had identified. However, 41 percent had participat-
ed in organized bird censuses.
Thirty-eight percent of respondents were novice birders. They had
greater skill and commitment than the casual birders. Their motivations
were: learning about and conserving the environment (46 percent); appreci-
ation for birds and nature (28 percent); and improving their birdwatching
skills (25 percent). Fifty-six percent kept lists of birds and had participated in
bird censuses.
Intermediate birders made up 12 percent of the people in the study.
They were more skilled and committed than both casual and novice bird-
ers. Like novice birders, they were motivated primarily by conservation (40
percent). However, many also wanted to improve their birding skills and see
new or rare species (37 percent). About 23 percent were motivated by an
appreciation of birds and nature. Three out of four said they listed birds,
and seven out of ten had participated in bird censuses.
Advanced birders comprised only 7 percent of respondents. They had
the highest skill and experience levels. More than half were motivated by a
desire to improve their skills and see new or rare species (55 percent). One-
third wanted to learn about and conserve the environment. A large percent-
age of them (91 percent) kept lists of birds they had seen. Nearly eight out of
ten had participated in bird censuses; in addition, many of them had led
bird walks and made presentations.
Table 3. Characteristics of Birder Groups Identified by
McFarland.
Casual Novice Intermediate Advanced
Characteristic birders birders birders birders
Days on birding trips in
1991 (M) 0.98 8.60 48.03 96.47
Perceived skill level (4-point
scale from casual to
advanced) (M) 1.90 2.72 3.17 3.38
Number of species on life
list (M) 3.29 33.95 65.46 362.82
Number of birding
magazine subscriptions (M) 0.04 0.16 0.39 2.32
Replacement value of
equipment (9 categories
from $0 to >$5000) (M) 1.32 3.05 3.03 5.07
Farthest distance traveled
to go birding in 1991
(6 categories from 0 to
>500 km) (M) 0.55 2.16 3.87 3.95
Adapted from McFarland, 1996

B 1996 Study of Visitors to the Annual Hummer/Bird

Celebration in Rockport/Fulton, Texas
(Scott, et al., 1996)
Based on answers to a survey, visitors to this event were categorized into
four groups (Table 4).
Twenty-one percent of survey respondents were generalists and
water seekers. They are not highly skilled birders, take relatively few
birding trips, and do not spend a great deal of money on birding. They are
attracted to places where they can enjoy water activities such as fishing and
marine life tours, as well as nice lodging and restaurants. They like to com-
bine birding with shopping, visiting small towns and historic sites, and
other outdoor recreation. They especially like coastal areas.
Heritage recreationists and comfort seekers also are not highly
skilled or committed birders. They made up about 40 percent of those sur-
veyed. This group is attracted to communities that can provide heritage
tours or historical sites, as well as birding opportunities, along with a restful
environment and comfortable amenities. They are not interested in other
outdoor activities. These individuals spend more money on trips than other
groups.
Outdoor recreationists are relatively skilled birders. Twenty-five per-
cent of the visitors in the survey were in this group. They are more likely
than other birders to make trip decisions on the
basis of other outdoor recreation available near-
by. That is, outdoor recreationists are likely to
birdwatch while involved in other activities such
as skiing, hiking, camping and biking. These indi-
viduals have little interest in shopping, visiting
historic sites or seeking comfortable amenities.
The fourth group was the serious birders,
who made up 14 percent of the festival visitors.
They are the most skilled and the most involved
in birdwatching, and travel approximately 1,975
miles per year to pursue their hobby. Their inter-
ests are highly specialized. In short, they want to
Table 4. Characteristics of Birder Groups Surveyed at
Hummer/Bird Celebration.
Heritage
Generalists recreationists
and water and comfort Outdoor Serious
Characteristics seekers seekers recreationists birders
Number of birding trips
taken last year (M) 6 9 14 28
Miles traveled last year
to go birding (M) 667 1,415 1,930 1,976
Money spent last year
on birding (M) $335 $778 $1,134 $1,727
Number of field guides
owned (M) 2.2 3.8 3.8 7.9
Number of
organizational
memberships (M) 0.6 1.4 1.4 1.8
Percent who keep a
life list 15% 31% 37% 50%
Species able to identify
by sight (M) 37 60 119 150
Total expenses at H/B
Celebration (M) $254 $353 $242 $289
M = Mean Source: Scott et al., 1996

observe either new, rare, or a variety of birds, and are not overly concerned
with lodging and food accommodations, shopping, or non-birding activi-
ties. While serious birders spend the most money overall for birding equip-
ment and travel, it is interesting to note that the heritage recreationists and
comfort seekers spent the most at the Hummer/Bird Celebration.
The popular media may portray all birdwatchers as being alike, but as
these two studies show, there are many differences among them.
Understanding the diversity among birdwatchers is helpful when develop-
ing a birding-related enterprise.

Beginning the Business

To establish any successful business you must first think about your per-
sonal motivations for starting the business. Then you should study the
industry, determine the market segment you want to reach, and strategies
for doing so. Deciding how to package, price and promote your product are
other important decisions. The insights and experiences of people who
operate birding-related businesses can be very helpful. Ideas in the following
section were generated during interviews
with seventeen such individuals. Five of them
are birding tour guides, five own/operate bird-
ing locations and/or lodging, three are bird-
ing festival coordinators, and four own busi-
nesses that sell birding products (field guides,
binoculars, birdhouses, artwork, etc.).

Recognize Your Motivations

Among the people interviewed, the most
common reason for starting a birding-related
business was a personal interest in nature, par-
ticularly birding. They wanted to transform a
 hobby into a money-making business. A
second reason, mentioned primarily by
landowners, was the need to diversify eco-
nomically.
While a personal interest in nature and
birding is important, it is not sufficient to
ensure business success. Those who cater
to the public, in any business, must have a
strong customer orientation. That means
enjoying dealing with all kinds of people,
being enthusiastic about entertaining and
serving guests, having public relations
skills, and having the stamina to work
long hours. It is also important to be
familiar with finance, accounting, busi-
ness operations and marketing. Expertise
at birdwatching may also be very important, depending on the product or
service you offer.
It is important to realize that a birding-related business is not likely to
generate a huge profit. Business owners interviewed said they typically did
not turn a profit for 3 years, and often their businesses are not fully self-sup-
porting. One owner said his business simply allows him to pursue his bird-
ing hobby: “I’m thrilled if I make enough money at these festivals to cover
my expenses. Having a booth at birding festivals allows me to travel to some
of the best birding spots in the state and helps pay for my associated costs.”
Some owners said they probably would not attempt to make their birding
businesses their main sources of income, especially if their businesses were
rather small-scale.

Research the Industry and Determine Marketing

Strategies
An owner of a birding enterprise made the following observation: “One
thing I wish I had done to prepare myself for opening this type of business
was to read up on it more. I could have saved myself a lot of time, money
and energy if I hadn’t learned about this market the hard way.”
One way to learn about the market is to study the kinds of information
presented earlier in this publication. Knowing the preferences, characteris-
tics, and demographics of the individuals who might be attracted to your
product or service will help you make crucial business decisions.
Subscribe to birding magazines and analyze articles about birdwatching.
Ads in magazines can provide information about products and services
with which you will be in competition. Also attend birding festivals to find
out about the competition and meet others who are in the birding business.
Academic or professionals journals such as the Journal of Wildlife
Management and Human Dimensions in Wildlife can be helpful. These jour-
nals usually can be found in libraries at large universities.
A few national and state birding organizations provide information
about their members and about birders in general. The American Birding
Association and the National Audubon Society publish magazines and
newsletters and have Web sites with information about the latest trends in
birding.
State tourism, wildlife, and economic development agencies are another
good source of information. In addition to distributing publications, they
may also organize educational seminars or conferences or have experts who
will consult with you. Local and regional information can be obtained
through chambers of commerce and convention and visitors’ bureaus.
 Once you understand the birding market you can decide which segment
of that market you will try to reach with your product or service. The bird-
ing market may be segmented by geographic area, demographics, skill level
and commitment, or interest in particular products. Or, you may choose to
market to more than one segment by developing two or more products,
each with its own marketing strategy.
For example, a ranch might be habitat for a number of rare species, and
have easy access to an international airport. The ranch owner might decide
to pursue serious European birders as his desired market. His marketing
strategy might be to advertise in European birding magazines aimed at seri-
ous birders.
Or, like the King Ranch in Texas, you might want to attract more than
one market segment by offering different services for each. The ranch offers
several different birding tours, from a 1-day tour for novice and intermedi-
ate birders in which the object is to see many different species, to a special-
ized tour for serious birders who want to see only rare species.

Develop the Product “Package”

Many birding enterprises rely on partnerships between two or more indi-
viduals or businesses. Small businesses that pool their resources often can
create a more attractive product together than they could individually.
Tour packages are a good example. A tour package groups several products
and services to attract customers. The package might include lodging at a
good birding location, meals, guided tours, etc. Some tour packages allow
birders to visit areas, both public and private lands, to which they would
not otherwise have access. Tour packages are attractive to customers
because they include all necessary arrangements and services.
Birding festivals and events are also examples of partnerships in packag-
ing products and services. Communities team up with members of the bird-
ing industry. The community provides the location, facilities, advertising,
planning and event coordination. Members of the birding industry provide
guide services, expert speakers for workshops, and products to purchase.
Restaurants, hotels and non-birding businesses also can be part of these
cooperative events.
The product “package” also can be quite simple; for example, a landown-
er might offer access to good birding habitat on a day-fee basis.

Determine the Price

Whatever the product, its price is important to potential customers. It
can be complicated to set a price that strikes a balance between what the
customer is willing to pay and what the business needs to charge in order to
be profitable. One business owner gives this advice: “People won’t always
like, value or appreciate the same things you do. Just because you would be
willing to pay a certain price for something does-
n’t mean your customers will. Check out what the
competition is offering its customers and what
they are charging. How does your product com-
pare? Then price accordingly. If your price seems
particularly high, make sure to point out the dif-
ferences between your product and everyone
else’s.”

Promote Your Business

Promotion helps you gain the attention of
potential customers. In the birding industry, a
good promotional mix includes advertising, pub-
licity and marketing to industry insiders.
 Advertising is any paid communication about a product or service
through the mass media. It can be a good way to reach a wide audience. Ads
should be timely, and they should be placed in media that reach the busi-
ness’s intended audience. The King Ranch advertises its tours in birding
magazines and newsletters, and reports good response.
Karankawa Plains Outfitting Company, Prude Ranch, B-Bar-B Ranch and
other businesses have developed Web pages to reach birders who are scour-
ing the Internet for information on new birding locations. To increase their
site hits, these businesses have made an effort to link their sites to different
search engines that provide information on birding. Such directories are
often regional in nature, and are sponsored both by individuals and by
organizations such as the Texas Parks and Wildlife Department.
Birding festival organizers and large-scale tour operators often use direct
mail to advertise. Costs of direct mail include purchasing mailing lists,
postage and printing, but this can be an effective way to reach people in a
given market segment.
Favorable publicity can be a powerful promotional tool for any busi-
ness. An example is an article about a product or service, such as the open-
ing of a new birding/wildlife watching business, in the state’s fish and
wildlife magazine or in a newspaper. News publicity has two advantages
over other forms of promotion—it may influence people who are skeptical
about advertisements, and it has the credibility of an unbiased news source.
Satisfying customers and gaining the acceptance of other birding busi-
ness owners can be the most important way to promote your business.
These industry insiders have information, contacts and influence that
can help you succeed. An excellent way to meet and establish business rela-
tionships with others in the industry is to attend birding festivals and other
events. You can also invite industry representatives to tour your location, or
send them product samples, to gain their opinions and familiarize them
with what you have to offer. They may then help spread the word to others.
Networking with nature tourism/bird-
ing associations, chambers of commerce,
and visitors’ bureaus will establish rela-
tionships that can help your business.
Birders are being bombarded with infor-
mation from the many new businesses
established in recent years. With so many
choices, they are influenced by what they
hear from other birders. Positive word-of-
mouth promotion may be the most effec-
tive kind of all.
One owner of a birding location/accom-
modation explained how customer refer-
ences and her association both with indus-
try insiders and local organizations helped
her business succeed: “An individual from
Texas and Parks and Wildlife explained to
us that the diversity of birds and wildlife
on our ranch would be attractive to bird-
ers from around the country. From there,
word got around that we had sort of a
birding spectacle, which resulted in visi-
tors coming to our ranch. Because of all
the interest, we looked into building an
observation room and a bed and breakfast.
Now we place ads in various birding maga-
zines, which brings us a lot of customers;
but many of our guests are not heavy bird-
ers. The local visitors’ bureau directs many
tour groups to us for general interest tours.
By far, I believe that guests who told others
about their positive experiences are our
greatest source of advertisement.”

Developing Your Unique Product

Deciding what your product will be, and
then developing it, requires some research
and forethought. The steps in this process
are:
● Identifying your resources.
● Understanding what the true
product is.
● Molding resources and experiences
to meet customers’ demands.
Identifying your resources means determining what it is you have to
work with. To do this, list all possible resources, such as: indigenous birds on
your land; facilities; business knowledge; familiarity with the outdoors;
birding expertise; high quality optics; and business contacts. If you need
help identifying resources, you might want to hire a wildlife biologist,
wildlife consultant or expert birder to help you analyze your habitat, list
the species, and evaluate your land for “birder appeal.” A business consult-
ant can help determine other resources.
Although they might not recognize it, customers of birdwatching and
other nature-based recreational activities are looking for a mix of things
that offers a total experience. For birders, this experience might include see-
ing a life bird, relaxing, enjoying beautiful surroundings, seeing new places,
socializing with travel companions, and making new acquaintances. For
some market segments, these and other benefits have a greater effect on cus-
tomer satisfaction than the number or species of birds seen. For this reason,
prospective business owners should be careful to adopt a benefits rather
than a product perspective. In other words, what you have to offer is more
than a product; it is an experience.
Some aspects of a birding business may be beyond human control.
Weather isn’t always predictable; rare and indigenous bird species may be
present but not always seen; migration timing can vary. It’s important to
remember that while you may offer an exceptional product or service,
these other factors may sometimes cause customers to have unsatisfactory
experiences.
The ultimate success of a business often depends on identifying what it
has to offer that meets customer demands. This seems to be especially true
for the birding industry. To attract birders and their dollars, you need a rare
species (or an abundance of species), a desirable
atmosphere, or a special method of viewing. Your
goal is to mold the resources you have with the
experiences you can provide to deliver what cus-
tomers want. Because not all birders are alike,
your product or service may not be appealing to
all birders. For examples of this, we can look
again at the King Ranch and the B-Bar-B Ranch
near Kingsville, Texas. The King Ranch offers a
special guided tour for serious birders who want
to see two rare Texas specialities—the Ferruginous
pygmy owl and the Tropical parula. The tour
guide concentrates on helping birders see just
these two species in a minimum amount of time.
There are no rare birds to attract serious birders to the B-Bar-B, but the own-
ers capitalize on their location along the route to South Texas and offer
upscale accommodations for less devoted birders who may want a different
kind of experience. Birders make up just one segment of the business’s clien-
tele. The owners recognize that their product consists of an opportunity to
relax and socialize in comfortable surroundings, in addition to the birds
that may be seen. Both the King Ranch and the B-Bar-B illustrate the way
products should be molded from the resources and benefits you have to
offer in light of the experiences customers seek.

Summary
Texas’ diverse landscape and large number of bird species draw tourists
and birders from all over the world. Many individuals and communities are
looking for ways to profit from these visitors. Developing a birding-related
business requires research, planning, business sense, personal commitment,
customer relations skills, and patience. Those who succeed will recognize
that this is a customer service industry; the goal is to provide an enjoyable
experience for one’s guests.

Sources of Information
For information on bird censuses and natural resource evaluation:
Texas Parks and Wildlife Department
Wildlife Diversity Branch
4200 Smith School Rd.
Austin, TX 78744
(512) 389-4800
http://www.tpwd.state.tx.us
Gulf Coast Birding Observatory
9800 Richmond Ave., Suite 150
Houston, TX 77042
(713) 789-GCBO
http://www.nol.net/~ criley
The Nature Conservancy of Texas
P.O. Box 1440
San Antonio, TX 78295-1440
(210) 224-8774
http://www.tnc.org

For information on birding clubs:

Texas Audubon Society
2525 Wallingwood Dr., Suite 301
Austin, TX 78746-6922
(512) 306-0225
http://www.audubon.org
American Birding Association
P.O. Box 6599
Colorado Springs, CO 80934
(719) 578-1614
http://www.americanbirding.org

For information about how to develop lodging for guests:

Historic & Hospitality Accommodations of Texas
P.O. Box 1399
Fredericksburg, TX 78624
(800) 428-0368
http://www.hat.org
 Texas Hotel & Motel Association
900 Congress, #201
Austin, TX 78701
1-800-856-4328
http://texaslodging.com./index.phtml

For information on the nature tourism industry:

Texas Department of Economic Development
Tourism Division
P.O. Box 12728
Austin, TX 78711-2728
(512) 462-9191
http://research.travel.state.tx.us
Texas Nature Tourism Association
812 San Antonio, Suite 401
Austin, TX 78701
(512) 476-4483
http://www.tourtexas.com/tnta
Texas Agricultural Extension Service
Recreation, Park and Tourism Sciences
Texas A&M University
2261 TAMU
College Station, TX 77843-2261
(979) 845-5419
http://agextension.tamu.edu

Other helpful organizations:

National Fish & Wildlife Foundation
1120 Connecticut Ave. NW, Suite 900
Washington, D.C. 20036
(202) 857-0166
http://www.nfwf.org
National Wildlife Federation
8925 Leesburg Pike
Vienna, VA 22184
(703) 790-4000
http:/nwf.org
United States Small Business Administration
Office of Marketing and Customer Service
409 Third Street SW, Suite 7600
Washington, D.C. 20416
(202) 205-6744
http://www.sbaonline.sba.gov
U. S. Fish & Wildlife Service
Ecological Services Field Office
Hartland Bank Buildling
10711 Burnet Rd., Suite 200
Austin, TX 78758
(512) 490-0057
http://ifw2es.fws.gov/AustinTexas
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 Editor: Judy Winn
Professor and Extension Communications Specialist

Typesetter/Designer: Vera Johnson

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