User study shows Curecanti one attraction of many in the region

Is there a potential tourist market?

User surveys of Curecanti National Recreation Area and the Black Canyon of the Gunnison National Park have shed some light on how visitors use both parks. The surveys were conducted by the National Park Studies Unit at the University of Idaho, Moscow. Visitor services project director Margaret Littlejohn and park superintendent Connie Rudd presented the study to the public in early May.

While both Rudd and Littlejohn indicated that the results held no major surprises, both studies suggested that Curecanti and the Black Canyon are part of longer visits to the region. And that, according to Rudd, suggests there may be marketing opportunities for the National Park Service and businesses within the region.
“We’d like to be part of a significant region-wide strategy. Tourism is a big part of the game right now,” Rudd said.
According to the studies, the average visitor to Black Canyon National Park spends .7 days or 16 hours in the park, and 2.4 days in the area. For Curecanti, the stay is longer, 2.2 days in the park and 4.8 days in area.
Looking more closely at Curecanti visitors, 66 percent also went to the Black Canyon and 31 percent visited Crested Butte. Black Canyon visitors also traveled to Ouray (47 percent), Telluride (26 percent) and Crested Butte (20 percent). And that, according to Rudd, translates into money spent in the local economy.
A 2009 visitor spending assessment for Curecanti estimated that a local day trip to the park contributes $38.66 per party per day through purchases like retail, gas, restaurants and groceries. For a group staying at a motel outside the park, that figure increases to $256.38 per party per day of their visit. Consider that in light of the number of visitors, and the impact could be significant. In 2010, the Black Canyon drew 176,344 visitors from 46 states and 18 countries in 2010 and Curecanti attracted 969,549 people, 78 percent of whom hailed from Colorado.
The latter seems significant to Rudd. After Montrose, Mesa and Gunnison counties, more than a third of visitors come from the Front Range.
“Most of the Front Range is coming [to Curecanti],” Rudd said, “so how do we package to that?”
It’s a question she hopes regional business will consider in marketing, and it’s one of the reasons the National Park Service is focusing on publicizing the studies. Rudd hopes the public will consider the information and share comments or ideas. And in the meantime, she and park staff will consider the studies as part of park management. So far, the studies suggest the park is on track.
“It’s not really surprising information, it’s just information we’ve never had before,” said Rudd. The park service performs an annual short survey at each location, which is then used to compete for funds, but these were the first in-depth studies.
The surveys confirmed, for example, that Curecanti visitors—47 percent of whom were there for general sight-seeing and 46 percent for fishing—would like to see more campgrounds with electricity. With more than 220 campsites in Curecanti, Rudd said, fewer than 30 have full hookups, and they fill quickly.
“If we put ten new hookups in, we’d rent those sites first, I’m sure,” Rudd said.
But while Stevens Creek Campground has been wired for more full hookups, making the decision to add more isn’t that simple.
“The question I have to ask myself is if we increase amenities [primarily hookups, showers, etc.], would we see a significant increase in camping? For the amount of money I would put into it, is the increase going to be commensurate?” Rudd said.
The demand might be there currently, but Rudd indicated that she needs to consider the larger trends in camping—is it going to be the way that families continue in coming years or might something like cabins take precedence?
“Have we hit that hump? The industry would have to tell us,” she said.
For now, though, Rudd is pleased to see that planned improvements line up nicely with the survey results. In addition to getting Stevens Creek ready for electricity, visitors can also expect to see new docks at Elk Creek, a new floating restroom at Elk Creek, a renovation at Pappy’s Restaurant at Elk Creek Marina, chip seal on all pavement and, as of May, new signs.
 To view survey results for Curecanti, visit http://www.nps.gov/cure/parkmgmt/index.htm and for the Black Canyon, visit http://www.nps.gov/blca/parkmgmt/index.htm. Feedback or ideas can be directed to Sandy Snell-Dobert, chief of interpretation, education and technology at 641-2337, ext. 227 or [email protected].