Vermont Outdoor Business Alliance
By Gary Moore
The Vermont Outdoor Business Alliance, or VOBA, is a statewide non-profit organization of outdoor recreation businesses devoted to enhancing and promoting the many things I and many of you love to do in the outdoors.
Governor Scott established the Vermont Outdoor Recreation Economic Collaboration, VOREC, in 2017. It is a state program administered by the Vermont Department of Forests, Parks and Recreation and the Agency of Commerce and Community Development.
VOREC spurred Vermont outdoor industry leaders to found VOBA in 2018 to work alongside VOREC to enhance the economic opportunities outdoor recreation has historically provided Vermont.
Its mission statement says in part, “VOBA educates Vermonters on outdoor recreation and educates businesses on business development, collaboration initiatives, and outdoor recreation policy.
“VOBA and its members are dedicated to conservation of the natural landscape, stewardship of recreation infrastructure, and diversity, equity, and inclusion in work spaces and outdoor places.”
Since 2019 Kelly Ault has been the Executive Director, leading the organization. Kelly came to Vermont in 1995 to be the Business Project Director on land conservation, sustainable forestry, and nature-and culture-based tourism with the Northern Forest Alliance (Appalachian Mountain Club).
I interviewed Kelly for my program broadcast on WYKR last Thursday. What follows is some of what we discussed that impacts those of us who recreate outdoors.
VOBA represents over 150 outdoor businesses and organizations involved in education, business and workforce development and sector branding.
VOBA participated in the Move Forward Together Vermont statewide planning process that took place in 2024. It was administered by VOREC to identify a five year vision for Vermont’s outdoor economy.
VOBA’s plan for 2025-2030 is centered on the impact of climate resilience and equity, innovation and sustainability and career pathways.
VOBA’s focus is in five areas: networking and learning, business development & technical assistance, research and branding, workforce development and advocacy.
An example of the later is the Vermont Outdoor Rec Day to be held at the Statehouse on February 5. VOBA members and outdoor enthusiasts will spend the day meeting with and educating lawmakers on the importance of outdoor recreation and the businesses it supports. They will be sure to provide data from the U.S. Department of Commerce’s Bureau of Economic Analysis (BEA) which demonstrates outdoor recreation’s significant and growing economic impact on Vermont’s economy.
In 2023, outdoor recreation created $2.1 billion in value added for Vermont, accounting for 4.8% of Vermont’s GDP. This makes Vermont second in the country, behind Hawaii, for highest contribution to State gross domestic product (GDP).
According to the BEA report, manufacturing and retail saw significant revenue increases from 2022. In 2023, manufacturing of outdoor goods in Vermont grew to $135 million, an increase of 15% and retail sales to just under $412.8 million, an increase of 4.5%.
The overall outdoor workforce also increased in 2023 according to the BEA, including the number of manufacturing employees which grew over 12% from 2022.
The BEA report indicates that in 2023 significant growth came from accommodation and food services which grew to $733.5 million, an increase of over 9%. Employment in accommodation and food services also grew almost 3%.
Kelly pointed out that, “Tour operations across the state grew 8.1% in 2023 which gives visibility to Vermont’s outdoor destinations.”
VOBA holds meetings around the state for strategic planning, initiative development and issue discussions to develop collaborations among its members and others in the industry.
An Annual Vermont Gear Makers Festival Market celebrates local makers of outdoor gear and accessories and is a great way to get noticed.
The Annual Vermont Outdoor Economy Summit, which was held last fall at Burke Mountain, is always a big draw that encourages education and networking. I have attended two and found both very informative.
Industry meetups that connect colleagues at businesses or outdoor destinations around the state are another valuable undertaking that I have also found educational.
An example of workforce development is the training of bicycle mechanics and ski tuners and other skills the outdoor businesses rely on to be successful.
To learn more about VOBA go to: https://www.vermontoutdoorbusinessalliance.org/. The industry it represents is of great importance to Vermont.