Latino Outdoors inspires and engages Latino communities in outdoor recreation, conservation, and environmental education. They embrace culture and family as integral parts of the outdoor narrative, ensuring Latino history, heritage, and leadership receive recognition and value. Founded in 2013, the organization has rapidly expanded from a California-based initiative to a national movement, actively addressing the underrepresentation of Latinos in the outdoor space.

Overview

With a $35,000 grant from Progressive Multiplier, Latino Outdoors expanded their innovative fee-for-service model that contracts with land agencies to provide culturally relevant outdoor programming. This approach serves dual purposes: generating sustainable independent revenue while advancing their mission of connecting Latino communities with nature. Building on their successful Bay Area pilot with Midpeninsula Regional Open Space District, they're now replicating this model nationally, with focus on Texas, New York, Colorado, and New Mexico.

Key Strategies & Tactics

• Culturally Welcoming Experiences: Programs designed with novice participants in mind, led by Latino guides who understand the community's needs
• Bridge Building: Acting as trusted intermediaries between land agencies and Latino communities who have historically been excluded
• Full-Service Implementation: Managing all aspects of outings, including planning, promotion, execution, and evaluation
• Data Collection: Providing valuable metrics and feedback to land agencies about participation and engagement
• Regional Adaptation: Developing region-specific pricing models ranging from $2,500-$4,889 per event based on local market conditions

Lessons Learned

• Leverage Organizational Strengths: Latino Outdoors' unique position as a Latino-led national organization creates distinctive value for land agencies seeking to diversify their visitorship
• Build on Existing Infrastructure: Using regional coordinators already in place minimizes startup costs and leverages established community connections
• Align Revenue with Mission: The fee-for-service model directly advances their mission while generating sustainable income
• Demonstrate Value Through Data: Collecting and sharing participation data helps demonstrate the model's effectiveness to potential partners
• Invest in Relationship Building: Success depends on building trust with both land agencies and community members
  
  

Impact

Latino Outdoors' fee-for-service model addresses a critical gap in outdoor equity while creating a sustainable revenue stream for their organization. Public lands data consistently shows significant underrepresentation, with Latino visitors comprising just 4-7% of park visitors despite representing a much larger percentage of the U.S. population. Through their cultural outings program, Latino Outdoors helps land agencies overcome three primary barriers: perception of not being welcomed, lack of cultural relevance, and lack of know-how and resources.

Their current contract with Midpeninsula Regional Open Space District provides $88,000 for 18 engagements over 24 months, demonstrating the financial viability of this approach. The June 2024 webinar "More than a Walk in the Park" attracted representatives from various land agencies, achieving a 52.7% email open rate and generating significant interest in the program.

As the United States moves toward becoming a minority-majority nation by 2045, this model not only provides financial sustainability for Latino Outdoors but also helps land agencies address critical gaps in their visitor demographics. The organization's ability to serve as a bridge between public lands and underrepresented communities creates value that agencies are willing to pay for, demonstrating how mission-aligned revenue generation can create win-win outcomes for progressive organizations and the communities they serve.