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Senate Hearing, 111TH Congress - America The Beautiful: Promoting Our National Parks As Travel Destinations

This document is the transcript from a Senate hearing on promoting national parks as travel destinations. The hearing examined the economic impact of national parks on local communities and ways to improve promotion of national parks to increase tourism. National parks receive over 275 million visits annually and visitors spend $11.5 billion in nearby communities each year, benefiting local businesses. For every dollar spent in parks, an additional 50 cents is generated in the regional economy, demonstrating the parks' significant economic value and job creation. The hearing included testimony from government officials, tourism representatives, and others on strategies to boost park tourism.

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Senate Hearing, 111TH Congress - America The Beautiful: Promoting Our National Parks As Travel Destinations

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S. HRG.

111924

AMERICA THE BEAUTIFUL: PROMOTING OUR

NATIONAL PARKS AS TRAVEL DESTINATIONS

HEARING
BEFORE THE

SUBCOMMITTEE ON COMPETITIVENESS,
INNOVATION, AND EXPORT PROMOTION
OF THE

COMMITTEE ON COMMERCE,
SCIENCE, AND TRANSPORTATION
UNITED STATES SENATE
ONE HUNDRED ELEVENTH CONGRESS
SECOND SESSION

APRIL 27, 2010

Printed for the use of the Committee on Commerce, Science, and Transportation

(
U.S. GOVERNMENT PRINTING OFFICE
WASHINGTON

65327 PDF

2011

For sale by the Superintendent of Documents, U.S. Government Printing Office

Internet: bookstore.gpo.gov Phone: toll free (866) 5121800; DC area (202) 5121800
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SENATE COMMITTEE ON COMMERCE, SCIENCE, AND TRANSPORTATION

ONE HUNDRED ELEVENTH CONGRESS
SECOND SESSION
JOHN D. ROCKEFELLER IV, West Virginia, Chairman
DANIEL K. INOUYE, Hawaii
KAY BAILEY HUTCHISON, Texas, Ranking
JOHN F. KERRY, Massachusetts
OLYMPIA J. SNOWE, Maine
BYRON L. DORGAN, North Dakota
JOHN ENSIGN, Nevada
BARBARA BOXER, California
JIM DEMINT, South Carolina
JOHN THUNE, South Dakota
BILL NELSON, Florida
ROGER F. WICKER, Mississippi
MARIA CANTWELL, Washington
JOHNNY ISAKSON, Georgia
FRANK R. LAUTENBERG, New Jersey
DAVID VITTER, Louisiana
MARK PRYOR, Arkansas
SAM BROWNBACK, Kansas
CLAIRE MCCASKILL, Missouri
AMY KLOBUCHAR, Minnesota
MEL MARTINEZ, Florida
TOM UDALL, New Mexico
MIKE JOHANNS, Nebraska
MARK WARNER, Virginia
MARK BEGICH, Alaska
ELLEN L. DONESKI, Staff Director
JAMES REID, Deputy Staff Director
BRUCE H. ANDREWS, General Counsel
ANN BEGEMAN, Republican Staff Director
BRIAN M. HENDRICKS, Republican General Counsel
NICK ROSSI, Republican Chief Counsel

SUBCOMMITTEE ON COMPETITIVENESS, INNOVATION, AND EXPORT

PROMOTION
AMY KLOBUCHAR, Minnesota, Chairman
JOHN F. KERRY, Massachusetts
BYRON L. DORGAN, North Dakota
CLAIRE MCCASKILL, Missouri
TOM UDALL, New Mexico
MARK WARNER, Virginia
MARK BEGICH, Alaska

GEORGE S. LEMIEUX, Florida, Ranking

JOHN ENSIGN, Nevada
JIM DEMINT, South Carolina
JOHN THUNE, South Dakota
SAM BROWNBACK, Kansas
MIKE JOHANNS, Nebraska

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CONTENTS
Page

Hearing held on April 27, 2010 ..............................................................................

Statement of Senator Klobuchar ............................................................................
Statement of Senator LeMieux ...............................................................................
Prepared statement ..........................................................................................
Statement of Senator Udall ....................................................................................
Statement of Senator Nelson ..................................................................................
Statement of Senator Begich ..................................................................................
Statement of Senator Cantwell ..............................................................................

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WITNESSES
Hon. John Barrasso, U.S. Senator from Wyoming ................................................
Ken Burns, Filmmaker, Florentine Films .............................................................
Prepared statement ..........................................................................................
Will Shafroth, Deputy Assistant Secretary for Fish, Wildlife, and Parks, U.S.
Department of the Interior ..................................................................................
Prepared statement ..........................................................................................
Michael M. Ward, Superintendent, Voyageurs National Park, National Park
Service, U.S. Department of the Interior ...........................................................
Prepared statement ..........................................................................................
Diane Shober, Director of Tourism, State of Wyoming ........................................
Prepared statement ..........................................................................................
Clyde Butcher, Photographer .................................................................................
Prepared statement ..........................................................................................
Scott Bacher, Owner and Operator, Carlsbad KOA, New Mexico .......................
Prepared statement ..........................................................................................

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APPENDIX
Written questions submitted by Hon. Frank R. Lautenberg to Will Shafroth ...

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AMERICA THE BEAUTIFUL: PROMOTING OUR

NATIONAL PARKS AS TRAVEL DESTINATIONS
TUESDAY, APRIL 27, 2010

U.S. SENATE,
COMPETITIVENESS, INNOVATION, AND
EXPORT PROMOTION,
COMMITTEE ON COMMERCE, SCIENCE, AND TRANSPORTATION,
Washington, DC.
The Subcommittee met, pursuant to notice, at 10:02 a.m. in room
SR253, Russell Senate Office Building, Hon. Amy Klobuchar,
Chairman of the Subcommittee, presiding.
Senator KLOBUCHAR. Senator Barrasso, would you like to say a
few words about your guest?
SUBCOMMITTEE

OPENING STATEMENT OF HON. JOHN BARRASSO,

U.S. SENATOR FROM WYOMING

Senator BARRASSO. Well, thank you very much, Madam Chairman.

And it is a special delight to have, visiting here in the Senate,
from the State of Wyoming, Diane Shober. Diane is incredible. She
is the Director of Travel and Tourism for the State of Wyoming,
and she does a magnificent job. I think all of America knows what
a wonderful and beautiful State Wyoming is, and why we welcome
our visitors. Were so happy that Diane is out there, continuing to
share the wonderful story and the invitation, for all of America and
all the world, to come to Wyoming.
So, thank you, Madam Chairman, Ranking Member, I appreciate
your time and your courtesy. Thank you.
STATEMENT OF HON. AMY KLOBUCHAR,
U.S. SENATOR FROM MINNESOTA

Senator KLOBUCHAR. Well, thank you so much.

And as Senator Barrasso knows, every vacation I took, growing
up, was tofirst the Black Hills and then the Tetons and Yellowstone. And my most memorable one was when we brought the family camperwe didnt have one, we rented itwe pulled out of the
driveway and our car went this way and the camper went down the
hill.
[Laughter.]
Senator KLOBUCHAR. And my mom was really not mad at my dad
all. At all.
[Laughter.]
Senator KLOBUCHAR. But, in any case, I have many fond memories of the beautiful parks in Wyoming.
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So, thank you, Senator Barrasso.
Thank you all for coming today.
Senator LeMieux and I are very excited about this hearing. Im
going to say a few words, then he is, and then we will turn to our
witnesses.
Were here today to examine the value of national parks as tourist destinations. We will consider the economic impact that national parks have on States and local communities, and look at
ways to improve the promotion of national parks so we can get
even more visitors and more people to experience the great beauties of our parks.
As school winds down and families begin planning summer vacations, they have to remember the opportunities for affordable travel
in our own country.
Were all looking closely at our budgets right now, and national
parks are one of the most economical travel options for Americans
and travelers from other countries.
As I mentioned, I spent most of my time, growing up, going to
the Badlands and the Grand Tetons and Yellowstone. The national
parks was part of my life. It is woven into our countrys culture.
They are on must see lists for domestic and international travelers, and have become American icons, part of the fabric of our
country. The Grand Canyon, Voyageurs, Joshua Tree, Yosemite;
each park is a powerful symbol of America.
Of course, these parks are not simply natural resources; they are
also one of our greatest economic assets. The dual mission of the
National Park Service recognizes the roles that parks play in promoting tourism in America. The Park Service both protects the natural, cultural, and historic resources of the Nation, but it also provides for their use and enjoyment. These missions work hand in
hand, because tourists who experience the parks, appreciate them
more, and are more likely to support the conservation mission of
the National Park Service.
The statistics are huge. National parks receive nearly 275 million
recreational visits each year, and these visitors spend $11-and-ahalf billion in the communities surrounding the parks. These gateway communities, large and small, have discovered and successfully developed the economic potential of national parks.
A wide variety of businesses benefit. Just over half of park tourism dollars are spent on lodging and meals, with 17 percent going
for gas and transportation, 9 percent for groceries, and 14 percent
for souvenirs. And many of these businesses are small and familyowned.
Not only are these tourist dollars spent in and around national
parks, they ripple through the local economy. In fact, for every dollar spent in the parks, another fifty cents is generated in the region. This is good for the economy and it helps create jobs.
As we know from the recent debate over the Travel Promotion
Act, one of eight Americans is employed in the travel industry. All
told, national parks create over 230,000 jobs. These are good jobs
that cannot be outsourced.
In my State of Minnesota, over 640,000 people visit six national
park units each year. These visits add nearly $30 million to the
economy and create over 800 local jobs. From the cabins near

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Grand Portage on the north shore of Lake Superior, to the outfitters along the Saint Croix Scenic River, from the gas stations outside Pipestone National Monument, to the grocery store on the way
to Voyageurs, the national parks in Minnesota means jobs and an
improved quality of life.
Yet, despite their prominence, the parks face many challenges,
which lead to innovation solutions. One way is to increase partnerships with State and local governments and businesses surrounding the parks. This is already happening; State tourism offices play a large role in promoting the parks in their States, which
Im sure we will hear from Wyoming.
But, more can be done. Working together with tourism providers
and local businesses, the Park Service can better encourage visits
to lesser-known parkswe have one of thoseits great, but lesserknown, right, Mr. Ward?and underutilized areas, as well as visits
to local sites. Another idea is to encourage visits to other nearby
parks and attractions. By networking our parks, we can turn day
trips into weekend vacations, and weekends into week-long adventures.
We also need to do more to promote our national parks to international visitors. The bill that we all supported with Senator Dorgan, were very hopeful that that idea of finally marketing our
country internationally will bring in loads of tourists; and specifically, we should be marketing our national parks.
In economic terms, tourism counts as an export. Instead of shipping our product to customers overseas, the customer is coming
here to spend money.
Finally, we should also encourage close-to-home trips and make
sure people know the national parks are an affordable travel option. You can tent in Glacier, Yellowstone, or Yosemite for 10 or 20
bucks. Many parks, like Voyageurs in Minnesota, allow you to
camp for free. Thats right, for free.
We can also improve how our parks are promoted, within the
United States, to Americans who may not know about the parks or
have the opportunity to visit them.
I look forward to hearing from our panelists today, and I will introduce them after Senator LeMieux is here. Weve also been joined
by Senator Udall, and its very special for us to have him here. We
all miss his father very much, but, as you know, his father was
really the spirit and heart of our national parks. And maybe when
Senator LeMieux finishes, if you want to say a few words.
Senator LeMieux.
STATEMENT OF HON. GEORGE LEMIEUX,
U.S. SENATOR FROM FLORIDA

Senator LEMIEUX. Thank you, Madam Chair. And thank you for
your leadership on this issue.
This is really an issue that every Senator can get behind. I look
forward to working with you and our other colleagues to promote
travel to our national parks, and look forward to hearing the testimony from our witnesses today.
You know, with 285 million visitors in 2009, it was nearly a
record year for visitors to our national parks.

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And I think, Mr. Burns, you might have had something to do
with that, so thank you.
Florida is home to many State and national parks; most prominently, Everglades National Park, which is the largest subtropical
wilderness in the United States. In Florida, we have an abundance
of riches, in terms of destinations that people come to. They come
for the beach, they come for golf, they come for Disney World, but
they also comeand they should come morefor our national
parks; especially Everglades National Parks, 1,509,000 acres, a
beautiful place. It covers 25 percent of the original 11,000-squaremile watershed that slowly flowed from the Kissimmee River to
Lake Okeechobee, south to the estuaries of Biscayne Bay, the Ten
Thousand Islands, and Florida Bay.
According to a November 2008 National Park Service visitor
study, between 20 and 46 percent of our visitors to Everglades National Park are foreign travelers from 19 countries. They understandin some ways, Madam Chair, better than we dothe jewel
that the Everglades National Park is. In fact, Im a resident and
a native of South Florida, and know that many of my friends, growing up, had never been to Everglades National Park. Like so many
national parks, the Everglades plays an integral role in our surrounding economy.
I look forward to hearing from our witnesses how we can best
protect and preserve our national parks. And it gives me great
pleasure to welcome, today, one of our witnesses, who is really a
hero to me, and thats Clyde Butcher. Hes joined by his wife Nikki,
who is also here. He is an acclaimed photographer, an adopted
Florida son, and his photography of the Everglades, and, really,
places all around the world, is nothing short of spectacular. I visited his studio in the Big Cypress National Preserve, and it was a
wonderful experience. His latest exhibition is entitled America the
Beautiful: The Monumental Landscape of Clyde Butcher, and includes 50 large-scale, stunning black-and-white photographs of the
American landscape, spanning the United States from Maine to
Hawaii to our own Everglades. He has been recognized by numerous organizations for his work, been featured in winning documentaries, including, Ken Burns documentary about the national
parks.
So, welcome, to all of our folks here, who are here to testify.
Thank you for making the trip, and thank you for your dedication
to our national parks.
[The prepared statement of Senator LeMieux follows:]
PREPARED STATEMENT

HON. GEORGE S. LEMIEUX, U.S. SENATOR

FROM

FLORIDA

I look forward to working with my colleagues to promote travel to our national

parks and I look forward to hearing about the importance of our national parks
from todays witnesses.
Florida is home to Everglades National Park, which is the largest subtropical wilderness in the United States.
The park covers about 25 percent of the original 11,000 square miles watershed
that slowly flowed from the Kissimmee River to Lake Okeechobee south to the estuaries of Biscayne Bay, the Ten Thousand Islands, and Florida Bay.
According to a November 2008 National Park Service Visitors Study, between 20
and 46 percent of visitors to the Everglades national park are foreign travelers from
19 countries, with the majority of them from Canada, Germany, and the Netherlands.

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Like so many national parks, the Everglades play an integral role in the surrounding economies.
I look forward to hearing from our witnesses about how we can best protect and
preserve our national parks.
It gives me great pleasure to welcome one of todays witnesses who is from Florida, Clyde Butcher. He is joined by his wife Nikki. Clyde is an acclaimed photographer and adopted Florida sun and his photography is nothing short of spectacular.
His latest exhibition is entitled America the Beautiful: The Monumental Landscape of Clyde Butcher and it includes 50 large-scale stunning black and white photographs of the American landscape, spanning the United States, from Maine to Hawaii to the Everglades in South Florida.
Clyde has been recognized by numerous organizations and his work has been featured in award-winning documentaries, including Ken Burnss documentary, The
National Parks: Americas Best Idea.

Senator KLOBUCHAR. Senator Udall, if you want to say a few

words.
STATEMENT OF HON. TOM UDALL,
U.S. SENATOR FROM NEW MEXICO

Senator UDALL. Sure, Ill try to be brief here, Senator Klobuchar.

Let me thank the Chairman very much for holding this important hearing.
And Id like to welcome each of the witnesses joining us here
today. Id especially like to thank Scott Bacher, for his willingness
to come and speak about his interactions with the Carlsbad Caverns National Park.
Scottand I apologize for the baby table there. Senators also get
that baby table, actually.
[Laughter.]
Senator UDALL. Its hooked at the end, and a couple of us freshmen, we are down there. So, you should know that we treat everybody equal-handedly.
But, Mr. Bacher runs, reportedly, the best KOA in my State of
New Mexico. His high-end campground and RV park accommodates
tens of thousands of visitors to Carlsbad Caverns National Park
every year. And Mr. Bacher represents thousands of small-business
owners across the country who depend on the visitation to national
parks. And I appreciate his willingness to represent these individuals.
And I thank the Chair for her interest in the economic impacts
of the parks.
New Mexico is home to 17 units of the National Park Service.
These parks, monuments, historic trails celebrate New Mexicos
proud heritage and help preserve its remarkable landscapes.
Theyre important educational tools for local schools and traveling
visitors; theyre essential to biological, geological and archeological
research; they protect irreplaceable natural resources; and finally,
it is the focus of this hearing, that, these units of the National
Park Service are economic engines, especially in times of economic
difficulty, when families are looking for destinations closer to home.
And just to say a word about Ken Burnsthe Chair mentioned
my father. I know that you came out to his home in Sante Fe,
spent a number of hours filming him. It was one of the real delights of his life, near the end of his life, to spend time with you.
He was able to see your National Park Service series. And, believe
me, he saw it once, and then he wanted to watch it again, and he

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just kept watching it. And I cant think of a better promotional tool,
is one way to say it, but its a true work of art.
And so, thank you for what youre doing.
And I look forward to hearing from all the witnesses.
Thank you, Amy.
Senator KLOBUCHAR. Thank you.
Senator Nelson?
STATEMENT OF HON. BILL NELSON,
U.S. SENATOR FROM FLORIDA

Senator NELSON. And, you know, its so true. Your dad was quite
a national asset, and was just revered as the Secretary of the Interior. And I think its wonderful that the family is continuing in
public service.
Senator UDALL. Thank you, I got the defective gene.
[Laughter.]
Senator NELSON. Well, we have those wonderful national parks
in our State of Florida. Its very interesting how we combine parks
with other purposes. For example, back in the 1950s, the government had to acquire so much land for the Kennedy Space Center,
and a good part of the Kennedy Space Center is the Canaveral National Seashore Park. And the rest of the land thats set aside is
the wildlife refuge. And Everglades is, just, this extraordinary
treasure, only to be threatened by Burmese pythons.
[Laughter.]
Senator KLOBUCHAR. I somehow knew youd bring up space and
snakes.
[Laughter.]
Senator NELSON. Hopefully not snakes on a spacecraft.
[Laughter.]
Senator NELSON. But, Mr. Butcher has dedicated all these decades of his life to capturing these exquisite landscapes in the Florida Everglades, and making, as a result, significant efforts to conservation. His gallery and studio are located on 13 acres in the center of the Everglades.
And were privileged to have you here, today.
Now, the subject matter here today, about how we can promote
travel to our parksthat ties in, Madam Chairman, with what we
just passed a couple of months ago, the Travel Promotion Act. It
was signed into law last month, and it recognizes the foreign guest,
the importance of that tourism to our Nation and economy, and
makes the necessary investments to increase those foreign visitors
coming to this country. And the national parks are certainly one
of those attractions. And this committee not only has the obligation
to boost tourism, but it has the obligation to make sure that our
national parks, which include some coastlines and oceans and waterways, are available to the future generations for their enjoyment.
And so, as we sit here today, there is a 40-mile-wide oil slick that
is headed in the direction of Mobile Bay and Pensacola Beach; and
if the wind shoots it the other way, it will head toward the coast
of Louisiana. And weve got to continually remind ourselves of the
containment and the safety of those offshore oil platforms.
Thank you, Madam Chairman.

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Senator KLOBUCHAR. Thank you very much, Senator Nelson.
And Im going to just quickly introduce our panelists today. We
have, as been mentioned, award-winning documentary filmmaker
Ken Burns. Many of you have seen his ground-breaking film series,
The National Parks: Americas Best Ideaswere going to actually see a clip before everyone starts here; Michael Ward, who is
the Superintendent of Voyageurs National Park in northern Minnesota; Diane Shober, from Wyoming, who was already introduced
by Senator Barrasso; William Shafroth, whos the Deputy Assistant
Secretary for Fish and Wildlife and Parks in the Department of Interior; Scott Bacher, who is the Owner and Operator of the Carlsbad KOA, and was introduced by Senator Udall.
And then finally, Mr. Butcher, were very honored to have you
here, today.
And as was mentionedhe was mentioned byintroduced by
two Senators. So, my prediction is that we hope to have as many
Senators here as at the Goldman Sachs hearing thats also going
on today.
[Laughter.]
Senator KLOBUCHAR. But, you should be very impressed. And I
think its a testament to our good panelists and the importance of
this work.
So, why dont we show Mr. Burns clip, and then we will start
with Mr. Burns, who, I know has to leave at 11:15.
[Video presentation.]
Senator KLOBUCHAR. OK, that was quite an introduction, Mr.
Burns. Please go ahead.
STATEMENT OF KEN BURNS, FILMMAKER, FLORENTINE FILMS

Mr. BURNS. Madam Chair and members of the Committee, its an

honor to speak before you today.
I wanted to say, first, to Senators Nelson and LeMieux, that I
just took my 5-year-old youngest daughter into the Everglades and
spent a weekend there, 10 days ago.
And, Senator Udall, the very first interview, roll one out of more
than 800 rolls of film, was with your father. He spoke about Theodore Roosevelt, and said that Theodore Roosevelt had distance in
his eyes, and I think there is not a person in this room that
doesnt recognize that your father also had distance in his eyes.
And weve benefited from that wisdom. And we miss him terribly.
Nearly 150 years ago, Madam Chairman, in the midst of the
Civil War, when the Nations very existence hung in the balance,
Congress and President Abraham Lincoln, nonetheless, enacted
legislation that reverberates to the most distant generation. They
set aside the exquisite Yosemite Valley and magnificent Mariposa
Grove of sequoias in California, instructing that State to protect it
from commercial development forever. For the first time in human
history, a large tract of natural land was preserved, not for the exclusive enjoyment of royalty or the rich, but for everyone.
Eight years later, in 1872, a wonderland of geysers in Wyoming
territory, at the headwaters of the Yellowstone River, was likewise
set aside, but since there was no State to entrust it to, Congress
instead designated it a national park. This, too, was something new
in the history of the world. And it set in motion an idea that has

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now been copied by virtually every other country on the globe, becoming, like the idea of liberty itself, one of our greatest exports.
In titling our PBS documentary film The National Parks: Americas Best Idea, we borrowed from writer and historian Wallace
Stegner, who said that the national parks were the best idea weve
ever had. We acknowledge some hyperbole in this. The idea, embedded in our Declaration of Independence, that all human beings
are created equal, unquestionably ranks higher. But, that idea was
what created our Nation. Once the Nation was formed, its hard to
think of an idea that came from our government any better than
the national parks.
The parks, in fact, spring from the very same source. They are
the Declaration of Independence applied to the landscape. Theodore
Roosevelt, the greatest President in our history for the cause of
conservation, noted what he called their essential democracy. A
generation later, another President named Roosevelt, Franklin
Delano Roosevelt, said, There is nothing so American as our national parks, that they are the outward symbol of this great
human principle, that the country belongs to the people.
At this particular moment in history, its worth noting that, during FDRs time in office, the Nation was facing the worst economic
crisis of the 20th century, and yet, under his leadership, the national parks prospered. The Civilian Conservation Corps made improvements at virtually every park. New parks were created, and
park attendance went up, not down.
Roosevelt himself made a number of well-publicized visits to the
parks, which, because of his handicap, he had to enjoy from the
back of his touring car. But, he constantly encouraged other Americans to follow his example, to see for themselves these spectacular
treasures that belong to them. He declared 1934 the Year of the
Parks, had the Postal Service create special stamps with park
scenes on them, funded WPA artists to make posters promoting
park tourism, and he hired the photographer Ansel Adams, for
$22.22-a-day, to tour the parks and capture pictures that would inspire Americans to appreciate and visit the legacy they had inherited.
Like the two Roosevelts, the first director of the National Park
Service, Stephen Mather, understood how the parks reflected the
core promise of America. In fact, he called them vast schoolrooms
of Americanism, where people are learning to love more deeply this
land in which they live. Inspired by the naturalist John Muir,
Mather also understood that parks are, as Muir said, places to
play in and pray in, where nature may heal and give strength to
body and soul alike. In his darkest moments, Mather had always
found solace and renewed energy from visiting a national park.
But, Mather was also a businessman, a tireless promoter, who
had previously made 20 Mule Team Borax a household name. He
recognized that the parks could be a powerful economic engine for
the Nation, and for the States and towns near them, and he made
the most of it. He worked with the railroad companies to encourage
Americans to See America First. He joined with automobile clubs
and good-roads associations to lobby for improved highways to the
parks that would unleash what he called the great flow of tourist
gold into every community along the routes. He invited publishers

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and journalists to accompany him on camping trips, where he
preached his gospel of the parks around the campfire, and urged
them to spread that gospel in their newspapers and magazines.
The United States, Mather said, possesses an empire of grandeur and beauty, the most inspiring playgrounds and the bestequipped nature schools in the world. And they constituted, he
said, an economic asset of incalculable value.
Madam Chair, members of this committee, we should listen to
these voices from our history. As Stephen Mather reminds us, national parks are an economic asset, and therefore deserve all the
investment and support they can get, if only for the sake of boosting the balance of trade or the bottom line of the Nations finances.
As Franklin Roosevelt tells us, even in times of economic distress, the parks are worth promoting, defending, and expanding.
They are good for business, but equally good at providing muchneeded affordable recreation during hard times.
And as Theodore Roosevelt urges us, national parks are a part
of our essential democracy. Our people, he added, should see
to it that they are preserved for their children, and their childrens
children, forever, with their majestic beauty all unmarred. We
are not building this country of ours for a day, Roosevelt said, it
is to last through the ages.
National parks are not only Americas best idea, they are the
best investment this Congress can make.
Thank you.
[The prepared statement of Mr. Burns follows:]
PREPARED STATEMENT

KEN BURNS, FILMMAKER, FLORENTINE FILMS

Madam Chair and members of the Committee, its an honor to speak before you
today.
Nearly a hundred and fifty years ago, in the midst of the Civil War, when the
Nations very existence hung in the balance, Congress and President Abraham Lincoln nonetheless enacted legislation that would reverberate to the most distant generation. They set aside the exquisite Yosemite Valley and magnificent Mariposa
Grove of sequoias in California, instructing the state to protect it from commercial
development forever.
For the first time in human history, a large tract of natural land was preserved,
not for the exclusive enjoyment of royalty or the rich, but for everyone.
Eight years later, in 1872, a wonderland of geysers in Wyoming Territory, at the
headwaters of the Yellowstone River, was likewise set asidebut since there was
no state to entrust it to, Congress instead designated it as a national park.
This, too, was something new in the history of the world. And it set in motion
an idea that has now been copied by virtually every other country on the globe, becoming, like the idea of liberty, one of our greatest exports. (I should note that the
idea spread quickly to California, as well, where Yosemite was soon transferred
back to the Federal Government for better protection as a national park.)
In titling our PBS documentary film, The National Parks: Americas Best Idea, we
borrowed from writer and historian Wallace Stegner, who said that national parks
are the best idea we ever had. We acknowledge some hyperbole in this. The idea
imbedded in our Declaration of Independencethat all human beings are created
equal and possess the inalienable rights of life, liberty and the pursuit of happinessunquestionably ranks higher. But that idea is what created our nation. Once
the Nation was formed, its hard to think of an idea that came from our government
any better than the national parks.
The parks, in fact, spring from the same source. They are the Declaration of Independence applied to the landscape. Theodore Roosevelt, the greatest president in our
history for the cause of conservation, noted what he called their essential democracy . . . the preservation of the scenery, of the forests . . . and the wilderness
game for the people as a whole instead of leaving the enjoyment thereof to be confined to the very rich.

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A generation later, another President named Roosevelt, Franklin Delano Roosevelt, said there is nothing so American as our national parks, that they are the
outward symbol of this great human principle . . . that the country belongs to the
people.
At this particular moment in history, its worth noting that during Roosevelts
time in office, the Nation was facing the worst economic crisis of the 20th century
and yet, under his leadership, the national parks prospered. The Civilian Conservation Corps made improvements at virtually every park. New parks were created.
And park attendance went up, not down.
Roosevelt himself made a number of well-publicized visits to the parkswhich,
because of his handicap, he had to enjoy from the back seat of his touring car. But
he constantly encouraged other Americans to follow his example, to see for themselves these spectacular treasures that belonged to them.
He declared 1934 the Year of the Parks, had the Postal Service create special
stamps with park scenes on them, funded WPA artists to make posters promoting
park tourismand he hired the photographer Ansel Adams (for $22.22 a day) to
tour the parks and capture pictures that would inspire Americans to appreciate the
legacy they had inherited. (Adams, by the way, said that paying him to travel to
every national park was one of the best ideas ever to come out of Washington.)
Like the two Roosevelts, the first director of the National Park Service, Stephen
Mather, understood how the parks reflected the core promise of America. In fact,
he called them vast schoolrooms of America, where people are . . . learning to love
more deeply this land in which they live. Inspired by John Muir, Mather also understood that parks are, as Muir said, places to play in and pray in, where nature
may heal and give strength to body and soul alike. In his darkest moments, Mather
had always found solace and renewed energy from visiting a national park.
But Mather was also a businessman, a tireless promoter who had previously made
Twenty Mule Team Borax a household name. He recognized that the parks could
be a powerful economic enginefor the nation, and for the states and towns near
themand he made the most of it.
He worked with the railroad companies to encourage Americans to See America
First. He joined with automobile clubs and good-roads associations to lobby for improved highways to the parks that would unleash what he called the great flow
of tourist gold into every community along the routes. He invited publishers and
journalists to accompany him on camping trips, where he preached his gospel of the
parks around the campfire and urged them to spread that gospel in their newspapers and magazines.
The United States, Mather said, possesses an empire of grandeur and beauty,
. . . the most inspiring playgrounds and the best equipped nature schools in the
world. And they constituted, he said, an economic asset of incalculable value.
Madam Chair, members of this committee, we should listen to these voices from
our history.
As Stephen Mather reminds us, national parks are an economic assetand therefore deserve all the investment and support they can get, if only for the sake of
boosting the balance of trade or the bottom line of the Nations finances.
As Franklin Roosevelt tells us, even in times of economic distress, the parks are
worth promoting, defendingand expanding. They are good for business, but equally good at providing much-needed, affordable recreation during hard times.
And as Theodore Roosevelt urges us, national parks are part of our essential democracy. Our people, he added, should see to it that they are preserved for their
children and their childrens children forever, with their majestic beauty all
unmarred.
We are not building this country of ours for a day, Roosevelt said. It is to last
through the ages.
National parks are not only Americas best idea. They are the best investment
this Congress can make.
Thank you.

Senator KLOBUCHAR. Thank you very much.

Mr. Shafroth.
STATEMENT OF WILL SHAFROTH, DEPUTY ASSISTANT
SECRETARY FOR FISH, WILDLIFE, AND PARKS,
U.S. DEPARTMENT OF THE INTERIOR

Mr. SHAFROTH. Thank you, Madam Chair.

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I also want to, if I could, just acknowledge Senator Udalls father,
who did so much for this country, but a personal inspirational for
me. As an 18-year-old freshman at the University of California at
Santa Barbara, I read his book, The Quiet Crisis, and it helped
turn me into what now is a 30-year career in conservation. So,
many, many people like me out there are his foot-soldiers that
carry on his work.
So, thank you, for all youre doing as well, Senator.
Madam Chair, thank you for the opportunity to appear before
you today to present the Department of Interiors views on tourism
and national parks.
If I may, Id like to submit my entire statement for the record,
and summarize my remarks here.
Senator KLOBUCHAR. Itll be included.
Mr. SHAFROTH. Thank you.
Visitation levels for the National Park System demonstrate the
publics great interest in these national treasures as tourism destinations. In 2009, there were over 285 million visits to national
parks, recreation areas, historic sites, and other units; a 3.9-percent increase over the previous year. Were assuming that, because
of the movie that Mr. Burns created, that thats going to go up in
2010, because it didnt come out until the end of September, so not
many people had a chance to book their reservations at that point.
So, our national parks are important to local and regional economies. In 2008, visitors spent $11.6 billion in communities surrounding national park units, and supported 205,000 local jobs.
The levels of visitation and economic impact vary significantly by
park. Yellowstone National Park, premier tourist destination, attracted almost 3.3 million visitors in 2009. Voyageurs National
Parklesssomewhat less known, attracted about 220,000. I told
Mr. Ward that I intend to be a visitor to his national park in 2010,
the second week in August.
So, I will look forward to seeing you there.
One study found that communities surrounding the largest units
of the National Park System, had, on average, almost four times
faster population growths, almost three times faster job growth,
and two times faster growth in real income than the Nation, overall.
We have no estimates of international visitation for the park system as a whole, but we doestimates do exist for certain parks.
Weve already heard about the importance of international visitation to Everglades, but Yellowstone National Park, with over twothirds of international visitsvisitors coming from Canada, Netherlands, Germany, and United Kingdom, and Italy. At Voyageurs,
on the other hand, internationally tourism accounts for only about
1 percent of all visitation, with almost two-thirds of international
visitors from Canada, Germany, and United Kingdom.
In 2008, the National Park Service approved a national tourism
plan, titled Strategic Alliances for Sustainable Visitation. The
plan addresses the need for national park experiences to be as relevant to our new audiences in the 21st century as in the past. The
National Park Service is encouraged to take advantage of the significant partnership capacity available among people and organizations in the tourism community.

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Madam Chairwoman, this concludes my prepared statement. I would be happy to
answer any questions you or other members of the Subcommittee may have.

Senator KLOBUCHAR. Thank you very much, Mr. Ward.

Ms. Shober.
STATEMENT OF DIANE SHOBER, DIRECTOR OF TOURISM,
STATE OF WYOMING

Ms. SHOBER. Thank you, Madam Chair Klobuchar, Ranking

Member LeMieux, and other distinguished members of the Subcommittee, for inviting me to testify before you today.
As you know, Im Diane Shober. Im the Director of Tourism for
the State of Wyoming, a position that Ive held since 2003. Im also
on the Board of the U.S. Travel Association, and a member of the
Western States Tourism Policy Council. So, the interest that this
committee shares in this industry, and specifically the value of our
national parks as part of the American travel experience, is greatly
appreciated.
It is no doubt that tourism is big business in Wyoming. Our annual advertising budget is $6 million a year. And we hang our hats
on the fact that traveling consumers associate Yellowstone, Grand
Teton, and Devils Tower National Monument with Wyoming. And
you will always see one of these national icons featured in our national advertising campaign.
I brought, today, two examples of our print campaign. One features Grand Teton National Park, the sub-line there, with the
below the coupleFor generations, finding yourself has come right
after discovering your insignificance. And then, in Yellowstone National Park, Youve passed down your love of cars, your record collection, but a Yellowstone tradition is something theyll always
treasure. And so, clearly were using our national parks to drive
tourism in Wyoming.
And thanks to our sound marketing efforts, visitors still came to
Wyoming, even during the recession last year. While national leisure travel declined by 2 percent, Wyomings visitation actually
grew. As you heard, Yellowstone recorded a 3.2-million record
recreation visits last year. That was the highest since 1999, 10
years ago.
So, the correlation between tourism marketing and increased visitation to our parks is no coincidence. We spend millions to invite
consumers to visit our national parks and immerse themselves in
this unique experience. While other States were forced to cut back
in 2009, we were broadening the Wyoming footprint.
And the value of national parks to gateway communities, and
vice versa, is also an important component in the tourism equation.
National parks serve as a lure for visitors, and, in turn, gateway
communities provide much of the necessary visitor services. Its an
effective partnership to both, as the national parks serve as an economic engine for gateway communities, and the cities relieve some
of the pressure of the resource, helping to enhance the sustainability of the park.
Our office has a good working relationship with our national
parks in Wyoming. However, due to our role as a marketing agency, most collaboration is done in conjunction with the parks concessionaires, who have a vested interest in marketing their parks and

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also have the marketing budgets with which to do so. Weve had
a great relationship with Xanterra Parks and Resorts and Grand
Teton Lodge Company.
And although the National Park Service adopted a very good
tourism strategy in 2008, its implementation and effectiveness
have been limited; in part, due to lack of funding, but also due, in
part, to acceptance at the local park level. If the budget for the National Park Tourism Office were increased to one million, from the
no-more-than 200,000 at present, that office could work more closely with the travel industry and the gateway communitiesfor example, by implementing cooperative marketing programs and pilot
projects to educate visitors and park staff on their mutual interest.
Its my belief that, when visitors come and they personally experience these natural wonders, they are much more likely to have
a deeper understanding about the resource and its importance to
the world. By effectively implementing their national tourism strategy, the National Park Service could be more proactive in shaping
tourism development and the associated impacts.
Filming in the park also remains an issue. While we fully support the fees assessed for commercial projects, and understand the
need for an application process and a system of rules to protect the
resource, we also know that the required wait time for the permit,
and the lack of priority that these requests receive, results in a disincentive for commercial use of the parks, and an economic loss for
the national parks and our State.
Thanks to the support and work of this committee, and particularly Senators Rockefeller, Klobuchar, Dorgan, and Ensign, the
Travel Promotion Act was approved by Congress and signed into
law ofMarch of this year. As you know, the bill creates a not-forprofit Corporation for Travel Promotion to better communicate our
security policies and promote America as a premier travel destination. This new Travel Promotion Act will go a long way to ensure
that visitors see us for who we really are, want to visit us, and tour
our national parks. By attracting millions of new international
travelers, it will help generate $4 billion annually in new revenue,
create 40,000 new jobs, and generate $321 million in new tax revenue each year, for the U.S. economy.
As the Federal Government moves to implement the Travel Promotion Act, its critical that two issues receive immediate attention.
First, funding for the new Corporation for Travel Promotion must
be secured as quickly as possible. This year, the Corporation is eligible to receive 10 million in startup funds from the U.S. Treasury.
The funds are needed to form the Corporation, hire staff, develop
marketing plans, and successfully secure the voluntary industry financial investments in year two. Without this initial transfer of
funds, there is great risk that the Corporations efforts will be undermined from the outset.
I know the Committee is aware of this concern and is working
with the Departments of Commerce and Homeland Security to determine the best path forward, and I thank you for your work on
that.
Second, a new effort is needed to provide the new Corporation for
Travel Promotion, and actually every State in America, more reliable and valid data on where internationals visit when theyre com-

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ing to the United States. Unfortunately, States like Wyoming are
considered statistically insignificant, and we do not receive reliable
data on the volume of our international visitors, their country of
origin, or their estimated economic impact. This information is fundamental to any ongoing international marketing efforts, going forward.
Like many others, we are encouraged by this Administrations interest in the industry as an economic driver for America. The recent Americas Great Outdoors Initiative and the National Export
Initiative are of particular interest to Wyoming. We fully understand the value of travel as a means to provide economic stimulus,
and look forward to doing what we can to support the efforts to assure a healthy and prosperous future for Wyoming and the United
States.
Madam Chair and members of the Subcommittee, thank you
again for inviting me here today. Your interest in learning more
about the benefits of national parks and tourism provide to Wyoming and the rest of America is commendable and greatly appreciated.
[The prepared statement of Ms. Shober follows:]
PREPARED STATEMENT

OF DIANE SHOBER, DIRECTOR

STATE OF WYOMING

TOURISM,

Importance of the National Parks to Wyoming

To say the national parks are important to Wyoming would be an understatement. Fortunately, we are home to Americas fist national park, Yellowstone, and
the majestic Grand Teton National Park and as well as our first national monument, Devils Tower. Without a doubt, Yellowstone and Grand Teton National Parks
are clearly the destination drivers for Wyomings tourism economy. But it is also
important to note the entire greater Yellowstone ecosystem is essential to the very
fiber of Wyoming and the west. This ecosystem includes the head waters of major
river systems, is home to multiple species of wildlife and water fowl, abundant outdoor recreation opportunities, learning and education in a unique outdoor laboratory, the source of thousands of jobs, provides quality of life for residents and visitors and so much more.
Marketing Wyoming
Tourism is big business in Wyoming. And our national parks are at the epicenter
of our tourism industry. In fact, tourists were visiting Yellowstone long before Wyoming was even a state. And today we continue to build on that love affair that travelers from all around the world have with Americas national parks.
In 2005, we conducted a branding audit to shape the strategic vision for how we
market Wyoming and what our marketing message should be. The outcomes clearly
identified Yellowstone and Grand Teton National Parks and Devils Tower National
Monument as unique differentiators for our state, along with the authenticity of the
west. Since then, we have conducted our tourism marketing under the brand, Wyoming Forever West. Forever West embodies Wyomings finest attributes, including
wide open spaces, unobstructed views sheds, mountains and wildlife and the western way of life.
Each year we spend millions of dollars on advertising Wyoming as a destination.
Our advertising budget averages right at $6 million annually and we deploy marketing messages via television, magazine, online, outdoor, direct mail and through
social media campaigns. We hang our hat on the fact that traveling consumers associate Yellowstone, Grand Teton and Devils Tower as differentiators for Wyoming
and you will always see one of them featured in our national advertising campaign.
Two examples of our print campaign are included:

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lowstone and Grand Teton National Parks and the Shoshone and Bridger-Teton National Forests will be in attendance.
Travel Promotion Act
It is true that our national parks are beloved by Americans but Yellowstone is
clearly recognizable around the world. It is an American icon. It was most obvious
in the summer of 1988 when wildfires raged and were the top news stories everywhere. The worldwide concern over the health, wellbeing and future of Yellowstone
was paramount. In fact, it was so profound that in September 1988 the Federal Government, under the then Dept of Commerce USTTA, organized and paid for a coalition to travel to Europe to meet with travel agents, wholesalers, operators and
media in London, Frankfurt and Paris to address their questions and concerns and
assure them that Yellowstone was intact and visitors could indeed still experience
the wonders of this national park.
Just spend an afternoon at Old Faithful or hang out in the lobby of Jackson Lake
Lodge and you will personally know that these parks are revered by cultures from
around the world. Clearly a tourism opportunity to promote our national parks as
travel destinations to international visitors.
Thanks to the support and work of this committee particularly, Senators Rockefeller, Klobuchar, Dorgan and Ensign, the Travel Promotion Act was approved by
Congress and signed into law on March 4th of this year.
The bill creates a nonprofit Corporation for Travel Promotion to better communicate our security policies and promote America as a premier travel destination.
It will help address the sharp decline in the number of international visitors the
United States has experienced since 2000.
The fact is that the world travel market is expanding but our share is shrinking.
According to the U.S. Travel Association, of which I am a member, the U.S. welcomed 2.4 million fewer overseas visitors in 2009 than in 2000. Had we kept pace
with the growth in international long-haul travel since 2000, the U.S. economy could
have gained an additional $509 billion in spending.
Yet, overseas tourists are going elsewhere and the reason is painfully simple; we
havent made a coherent effort to tell Americas storyto say to legitimate foreign
visitors that they are welcome here and that we are working every day to improve
the entry experience for them.
We need look no further than last years selection process for the 2016 Olympics.
In explaining his vote against Chicago, an IOC member from Pakistan went out of
his way to note that going through the entry process in the U.S. can be a harrowing
experience. President Obama responded by offering a reminder that America at its
best is open to the world. The President was right.
The new Travel Promotion Act will go a long way to ensuring that the world
views us as we really are, ready to welcome those who want to visit us and tour
our national parks. And by attracting millions of new international travelers, the
public-private partnership established under the new law will help generate $4 billion annually in new revenue, create 40,000 new jobs and generate $321 million in
new tax revenue each year for the U.S. economy.
As the Federal Government moves to implement the Travel Promotion Act, its
critical that two issues receive immediate attention. First, funding for the new Corporation for Travel Promotion must be secured as quickly as possible. This year, the
Corporation is eligible to receive $10 million in startup funds from the U.S. Treasury. The funds are needed to form the Corporation, hire staff, develop marketing
plans, lease office space and conduct activities that will allow the Corporation to
credibly and successfully secure voluntary industry financial investments in year
two. Without this initial transfer of funds, there is a great risk that the Corporations efforts will be undermined from the outset.
I know the Committee is aware of this concern and is working with the Departments of Commerce and Homeland Security to determine the best path forward to
provide the $10 million transfer to the Corporation before Oct. 1. I thank you for
your efforts to date and urge you to continue to work toward a successful resolution
to this issue.
Second, a new effort is needed to provide the new Corporation for Travel Promotion and every state in America more reliable and valid data on where international visitors travel when they visit the U.S. Unfortunately, today, states like
Wyoming are considered statistically insignificant and therefore we have no reliable
data on the volume of our international visitors, their country of origin or the estimated economic impact to our state. This information is a fundamental component
necessary for any international marketing campaign.
Without more reliable and valid data, the new Corporation for Travel Promotion
will be unable to successfully target its marketing resources to attract more visitors,

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and states like Wyomingwhich will be asked to provide matching in-kind and cash
fundwill be unable to justify additional investment in the overseas markets as
they cannot justify their existing investment based on the current lack of critical
volume and spending data.
It is my hope that this committee will work together with the Commerce Department and the states to achieve the collection of international traveler data that provides valid and reliable data for each of the 50 U.S. states and the five U.S. territories.
Presidents Initiatives on Travel and Tourism
Like many others, we are very encouraged by this Administrations interest in
this industry as an economic driver for America. The recent Americas Great Outdoors Initiative is of particular interest to Wyoming, as was the passage of the
Travel Promotion Act. We fully understand the value of travel as a means to provide
immediate economic stimulus and look forward to doing what we can to support efforts to assure a healthy and prosperous future for Wyoming and the United States.

Senator KLOBUCHAR. Thank you very much.

Mr. Butcher.
STATEMENT OF CLYDE BUTCHER, PHOTOGRAPHER

Mr. BUTCHER. Is that turned on? Am I turned on?

Well, thanks for inviting me. This is a little different than the
swamp.
Ive lived in Big Cypress for 18 years, and had a gallery there.
Im surrounded by over a million acres of Everglades systems plus
Everglades National Park, to the east, and the south. Big Cypress
is one of the main filters for the Bigfor the Ten Thousand Islands.
When my son was killed by a drunk driver, it was the wilderness
that I fled to, to get my equilibrium. Wilderness is a spiritual necessity, I think, for all humans. Inafter many years of
photographing the Everglades and around the country, I was asked
to do a traveling show of America, by William and Mary College
in Virginia. Its called America the Beautiful. Its now a traveling
exhibit. It just finished in St. Paul. And also, the Friends of Acadia
National Park, we created America National Park exhibit, which
is also traveling, which is opening in Indiana this week.
This is my way of actually getting people interested in the parks.
I think these exhibits, along with Ken Burns film on the national
parks, has generated a new interest in our park system. Its exciting. Im sure I can say, for both Ken and I, that it is our desire
to keep the parks healthy and strong. I believe we have achieved
success by making people aware of the beauty and the unique history of our country, and to save those important wilderness areas
for our future generation.
One of the most important ways to get people to the parks, unfortunately, is advertising. Advertisingneeds to capture the essence of the park. It has been my experience that when imaginative people invoke the beauty and adventure the people will have
in the parks, they will fall in love with the parks and want to experience them for themselves.
Therefore, the advertising needs to be done by someone who
knows and understands the ecosystems of the parks should have
control of the advertising. Giving jobs to the lowest bidder rarely
achieves this kind of success. Often, the lowest bidder lives in some
other State, has no idea what the real park is about. So, in order

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to get high quality imagery to achieve visitors, a budget needs to
be created to lure people, for the advertising, and not a low bid.
When choosing a company for the park, a panel from the park
should be working with the ad agencies and to feel which ones are
the right people for that purpose. The superintendent should be totally involved in this process. And the OK for the job should not
come from theoutside his or her park, it should come from the
superintendent of the park.
I believe this process should be started using a very few parks
this is the unknown parks, not like the Tetons; everybody knows
about the Tetons. And thats a greatI mean, I love the Tetons;
I learned some interesting things while I was there. But, if you do
do that, I think you should pick a few parks, to experiment. And
so, you spend a good amount of money on those parks so that you
can actually do something with those parks.
So, anyhow, theso, those unknown parks then would be experiencing more visitors, I would hope, so youre going to need more
funding. So, youve got to think about the funding for those parks,
to help the park give those people a good experience.
We all talk about bringing peace to the world. I could think of
no better way to encourage peace than encourage people from all
over the world to enjoy the spiritual sanctuary of our national
parks.
[The prepared statement of Mr. Butcher follows:]
PREPARED STATEMENT

CLYDE BUTCHER, PHOTOGRAPHER

For 18 years, I have owned a gallery and home in Big Cypress National Preserve
surrounded by over a million acres of the Everglades ecosystem. When my son was
killed by a drunk driver it was to the wilderness that I fled to regain my serenity
and equilibrium. Wilderness is a spiritual necessity and for that reason I feel compelled to give my opinion here today.
In 2005, I began a project of photographing America for a museum exhibit at Williams & Mary College in Virginia. America the Beautiful is now a traveling exhibit. From that exhibit the Friends of Acadia National Park created Americas National Parks, which is also a traveling exhibit. These two exhibits, along with Ken
Burns film on the National Parks, has generated a new interest in our Park system.
It is exciting. Im sure I can say for both Ken and I, that it is our desire to keep
our Parks healthy and strong. I believe we have achieved success by making people
aware of the beauty and the unique history of our country to have saved those important wilderness areas for future generations.
The most important way to encourage people to visit our National Parks is
through advertising. Advertisements need to capture the essence of the park. It has
been my experience that when imagery evokes beauty and adventure, people will
fall in love with the park and want to experience it for themselves.
Therefore the advertising needs to be done by someone who knows and understands the ecosystem of the park they are advertising. Giving the job to the lowest
bidder rarely achieves that kind of success. Often the lowest bidder lives in some
other state and has no idea what the real park is about. So, in order to get high
quality imagery to entice visitors, a budget needs to be created that can lure good
advertisement agencies to apply.
When choosing a company for the job, a panel from the park that the ad will be
about should look at the work of the agency to see if it feels right for their purpose. The Superintendent should be totally involved in this process. The OK for
the job should not come from outside his/her park. It should come from the Superintendent of the park,
I believe this process should be started using just a few parks to see what the
response will be. It would be better to spend a greater amount of money on the ads
for just a few parks, rather than bare bones for many. The quality of advertising
would be better and therefore the response better. When the results are in, then
a larger advertising effort can be created.

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National Parks that are unknown are also underfunded. If the ads succeed (and
I believe they will), then in order for the experience of the visitor to be a good, the
park will need to be funded appropriately. The object is for the visitor to share their
fun stories with friends, who will then also want to visit the park. We dont want
them to have a bad experience in the park. Because the ads will be bringing more
than the normal amount of people to the park there will be a need for more people
on the park staff in order to deal with the increased number of people in the park.
We all talk about bringing peace to the world. I can think of no better way to
encourage peace than to encourage people from all over the world to enjoy the spiritual sanctuary of our National Parks.

Senator KLOBUCHAR. Thank you very much

Mr. BUTCHER. Thank you.
Senator KLOBUCHAR.Mr. Butcher. I really appreciate it.
Mr. Bacher.
STATEMENT OF SCOTT BACHER, OWNER AND OPERATOR,
CARLSBAD KOA, NEW MEXICO

Mr. BACHER. Thank you, Madam Chairman. Thank you, Madam

Chairman.
It has been an honor and a blessing to be here. Im coming as
a private corporation, private small business, to tell you about how
the national parks drive our business. It is not just driven; it is
the business. Were90 to 95 percent of our attendance comes from
the national parks. In particular, Carlsbad Caverns, which is right
there, but we have, also, so many otherWhite Sands Missile,
White Sands Monumentwe have a tremendous amount of other
things to see, thatwhen youre there. So, the national parks is
our business.
I didnt start in this business. I was a contractor in New York.
I built jails and schools for a living. So, Ive always been in the accommodations business; they just never wanted to be there.
[Laughter.]
Mr. BACHER. My wife and I, when we got rid of our business in
New York, we traveled the country, and we viewed over 100 parks,
from Cape Cod to Oregon, looking for just the right site, saying
that we would never be in the Southwest, because it was too hot.
We ended up there. It has been a phenomenal business.
In the, when we bought the business, we had less than 19,000
visitors a year in our park. Last year, we topped over 50,000 and
doubling ourmore than doubling our business and our gross income, and consequently, our taxes to the system.
So, we have a great corporation, a great business. KOA has
helped us along the way. The national parks drive so many different things. The gateway communities, that everyone has talked
about, is really the key, but it starts so much further. It starts
when they decide to be an RVer or to come vacation at a park. It
comes from Indiana, when they build new RVs; or Detroit, when
they build new trucks; or the airlines, when they come across in
self-flights to fly intoto rent different RVs across the country. Its
justjust an amazing business to us, and driven by people that
want to reunite with the national parks.
In the trend ofthat weve seen in the KOAs is that the grandparents are now taking the grandchildren. Weve seen ajust an
unbelievable amount of grandparents, with one or two grand-

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27
children, coming across the park, and it has been a great thing to
see.
We run a high-end park in New Mexico. It is the top park in
New Mexico. And there are 12,000 campgrounds in the country of
the United States. Were in the top 300. So, we run a real highend park, which people enjoy to bewith all the amenitiesbecause the national parks dont offer, I mean, they offer the sites,
but they dont have the parks to support to the big RVs, which we
come into, and many, many other RV parks in the area.
As far as foreign countries, in our park last year we had 17 countriesvisitors from 17 countries. But, another interesting number
isback in 2006 or 2007, when we bought the park, the average
stay in our park was 2.2, now its up to 3.57 days per stay, which
mean people are coming to enjoy areas in the national parks in
theacross the country; theyre not just coming for 5 minutes and
then leaving. Theyre seeing many sites, many particular areas,
and theyre spending a lot more money across the country to get
there, and to enjoy the parks once they are there.
Likeas I said, theour community of Carlsbad Caverns had
only 430,000 customers, last year, come in, and its starting to rise
up again, and we believe that, with increased roadsbetter roads
and better advertisingthe advertising, I think, ispersonally, is
going to be the driving factor to make the national parks attractive
to foreign customers and to different people onas the baby
boomers reach, and want a vacation, to get back to the roots, see
Yellowstone and, hopefully, Carlsbad Caverns, and many different
sites all over the country.
The other way that we really work with the gatewayas a gateway community is with our Chamber of Commerce, and thats the
organization that wanted me to come here. Ive been so impressed
with our Chamber, who meets every Friday. We have a breakfast
with our businesspeople, and the national parks are there every
week, and along with the State parks. And we converse. We talk
about different activities, every Friday. And itsand it really does
seem to help. We dontwhen one of us needs a plumber or any
kind of a service, we dont go to the whiteor, the Yellow Pages,
we go to the Chamber of Commerce and find out whos in that
area. And the national parks are right there with us. Since they
cant advertise, they work very closely with us in our Chamber of
Commerce to explainlast week was our National Free Week for
national parks; I believe it was all over the country. And they really promoted that, and, in turn, telling us, we promoted it with our
customers. So, its been a great cooperation, and we enjoy being
there, and its been a great business.
I hope I never have to go back to being a contractor again. I really enjoy this.
So, thank you for your time and energy, and thank you very
much.
[The prepared statement of Mr. Bacher follows:]

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PREPARED STATEMENT OF SCOTT BACHER, OWNER
CARLSBAD KOA, NEW MEXICO

AND

OPERATOR,

Madame Chairperson (Senator Klobuchar), distinguished members of the Committee, thank you for this opportunity to provide testimony on this important subject.
My wife and I own a KOA campground north of Carlsbad, New Mexico. Carlsbad
Caverns National Park is the main tourist attraction in the area. About 9095 percent of my customers are there only because they are going to the Caverns. There
are several other attractions in the area, such as state parks and the national forest, that may keep them in the area, but its the Caverns they come to see.
You can probably tell from my accent that Im originally from New York. I purchased Carlsbad KOA in 2007 after looking at over 100 locations. I wanted a place
near a national park so I felt secure in the cash-flow. I have been very fortunate
to have a successful business that has doubled in 4 years. Carlsbad KOA is rated
the top KOA in New Mexico and in the top 300 of over 12,000 campgrounds in the
Nation. Business has been so good for us that we encouraged our daughter and family to move down and help us run the business. If you want to know more about
our operation, please visit our website at www.CarlsbadKOA.com.
I was told to address what impacts the national park has on my business. A direct
benefit, of course, is that the world famous site draws visitors who spend money on
lodging, food, and other services. At Carlsbad KOA, we have about 50,000 visitors
every year. Most of them go visit the Caverns which had over 432,000 visitors last
year.1 From this steady income, we were able to build the business from 19,000 customers in 2007 to 50,000 last year. Indirectly, we benefit from the parks impact on
the local economy, such as the hospitality industry employing and spending money
locally. The park helps make the area a better place to live. An economic study done
in 2002 by Michigan State University states,
Including secondary effects from the circulation of the park payroll and visitor
spending through the economy, the total impact of the park is almost 1,000 jobs
and $17 million in income in the county. 2
Looking to the future, I feel positive that good changes are coming. In the near
term, I think that the baby boom generation will continue to travel to national
parks in steady numbers, which means a dependable income for me. At the local
level, we will be happy when the four-lane highway construction is completed that
links Texas and southwestern states to this corner of New Mexico. Our roads have
not been in good condition making RV drivers unhappy or uneasy. Good roads mean
travelers are more likely to come and stay longer. The park also has construction
going on right now designed to make the roads and parking lots better and safer.
Last, there is currently a campaign to beautify Carlsbad. As a gateway community,
to both the national park and my business, having a welcoming, clean town is critical for visitors overall perception of the area. As Carlsbad becomes more attractive
to visitors, there is a greater chance theyll stay longer and spend more.
I look forward to these improvements, but there are other issues that need attention. The most critical to me is the need for the parks to advertise, or raise awareness of what they are and have to offer. National parks are great places to connect
with our national heritage and nature and to reconnect with family and friends. I
understand the restrictions that the parks cant advertise directly, but perhaps
there could be ways to support businesses or help organizations, like the local
Chamber of Commerce, advertise the parks. Second, there needs to be tourist friendly businesses in the area. This could be another awareness issue, but directed at
gateway communities and business owners. How much money do we lose because
the service wasnt good or the town looked uninviting? Finally, we need to attract
more foreign visitors. Carlsbad Caverns National Park is a World Heritage Site.
Thats like naming it the eighth wonder of the world. We should capitalize on this
designation and boost the chances of other national parks gaining the designation.
For example, Ive heard that White Sands National Monument has been nominated
to be a World Heritage Site.
The collaboration between Carlsbad Caverns and KOA has been great. For instance, the national park makes their literature readily available which keeps customers informed and interested. Also, the park offers free programs that cannot be
experienced elsewhere. For example, I love being able to tell visitors about the bat
1 Data from CCNP made up of the sum of ticket sales, an additional 10 percent for those who
dont enter a cave, and backcountry permits. 15 year average is 460,000 visitors annually.
2 Economic Impacts of Carlsbad Caverns National Park on the Local (Eddy County, NM) Economy, 2002; Daniel J. Stynes, Michigan State University; February 2003.

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29
flight program that happens every night in the summer. The visitors have a great
time if there are a lot of bats or not. Its one of those rare things to do unlike anything theyd find at home. Most often, I meet park staff through the Carlsbad
Chamber of Commerce. The Chamber has a networking breakfast every Friday and
we see each other at the local Tourism Council meetings. Last, I was invited to
speak at a park-hosted conference for local business owners and community leaders
to conservation efforts, green practices, and recycling because at the campground
we have a wind powered generator and solar panels.
In summary, let me say that the parks impact on me and my business is significant. I know that if the national park closed for good tomorrow my business would
dry up and blow away. I count on the Caverns to be there and provide the excellent
services that they do and on having such as great working relationship with them.
Again, Madame Chairperson, distinguished members, thank you for allowing me
to present testimony on this issue.

Senator KLOBUCHAR. Well, thank you so much. That was a great

way of describing how the two work together; and that the parks
people actually go to your chamber meetings is interesting, as well.
Were going to start with questions now. Senator LeMieux will go
first. Im going to step out for just 5 minutes.
Hes promised me, Mr. Ward, that he wont do a major cross-examination of why the Everglades has more business than Voyageurs.
[Laughter.]
Senator KLOBUCHAR. So, I think youre going to be OK.
Mr. WARD. Thank you.
Senator KLOBUCHAR. All right.
Senator LEMIEUX [presiding]. Thank you, Madam Chair.
I wanted to start off with you, Mr. Shafroth, and talk about what
we can do better, in terms of advertising our national parks. And
is it true, now, that the national parks cant directly advertise on
their own?
Mr. SHAFROTH. Mr. Chairman, I actually dont know if theres a
legal impediment to the Park Service being able to advertise on its
own. I could certainly get you that information or even ask our solicitors that question.
Mr. SHAFROTH. Its a good question. I thinkyou know, I made
a comment, earlier in my testimony, about the impact of Mr.
Burns film. I know there was a huge increase in the visitation to
Civil War battlefields, andafter your film on the Civil Warand
we certainly expect and uptick. I think there were nearlyKen,
tell me, was it 35, 36 million people in the first round?
Mr. BURNS. Yes.
Mr. SHAFROTH. And something more, on the second round of the
showing. So, I think were going to see a higher level of, certainly,
knowledge about, and interest in, national parks coming from that,
and I think thats something that we ought to continue toyou
know, through the National Park Foundation and otherour
friends, organizations that we work closely with at the Park Service, to figure out ways to promote those activities.
The National Park Foundation also does have sort of a capacitybuilding program, where they help organizations that are friends
of our national parks, which do havedont have the kind of limitations that the Park Service has, in terms of promoting activities
in the national parks. So, weagain, the Park Service has a very
close relationship with the National Park Foundation and those

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30
friends groups. Its probably the most effective way to getting the
word out.
Senator LEMIEUX. Well, Id like for you to check on that. It is my
understanding that there is not direct advertisement by the national
Mr. SHAFROTH. Right.
Senator LEMIEUX.parks. And I think thatyou know, especially with what we have to offer, that it makes a lot of sense. I
mean, if were going to get more dollars back than it costs to advertise, which weve found in other experiences, I think that thats
something that we should look into.
Mr. SHAFROTH. OK
Senator LEMIEUX. And it makes sense, what Mr. Burns and Mr.
Butcher and others have done to show and depict what these parks
look like. Weve talked about, often, when folks are coming into this
country to visit, the Customs/Homeland Security experience is not,
sort of, the best welcome to the United States. And weve talked
about the fact of showing movies of the country, and, maybe excerpts from Mr. Burns or pictures from Mr. Butcher, that just, you
know, give a depiction. So, whether theyre on this trip, they could
go to a national park or they think, Wow, next time I come, maybe
Ill make a national park as part of my trip. I think that weve
got a great opportunity to market to the people who are coming to
this country, potentially for completely different reasons, to get
them to go to our national parks.
Mr. Burns, what thoughts do you have on what we could do better to promote our national parks? Youve done a tremendous job
of doing that on your own.
Mr. BURNS. Well, I agree that it needs an extra helping hand.
Remember the high school philosophy class, where you were presented with the notion that, if a tree fell in the forest, and a human
being didnt hear it, did it make a sound? Making a decision on
that is way above my pay grade, but I know if you make a good
film and no one knows its on, its not a good film. If youve got a
good park, and no one knows its there, its actually not a good
park. And I think that we really have to accelerate our efforts.
Weon our limited scaleare making a huge effort to reach out
to international broadcasts of our film, to attract the foreign visitors. You stand at the rim of the Grand Canyon, and you will hear
German and Japanese as the primary language, followed by
English, Spanish, French. We know the potential is there to increase it, and I think that we can require our government to take
more steps to coordinate those activities.
Just one anecdotal thing related to our Civil War series. The
State of Virginia, after the broadcast in 1990original broadcast of
our seriesbought, sort of, advertising rights, or promoting/sponsoring rights, on the BBC showing of the film, the second year, and
had tens of thousands of identifiable British visitors that came to
the United States specifically to visit Civil War battlefields, mostly
in the State of Virginia, and were incredibly encouraged by that;
and, as a result, helped to fund another film of mine on Thomas
Jefferson. We have then, subsequently, gone out to various States
to partner with them and the public television underwriting of the
films that weve done and seen, with Jazz in Louisiana and other

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A P P E N D I X
WRITTEN QUESTIONS SUBMITTED BY HON. FRANK R. LAUTENBERG
WILL SHAFROTH

Question 1. What steps, if any, is the National Park Service taking to understand
the impact of the new National Park Service firearms law on visitation and tourism
to the parks? If visitation falters, what action will the Department of the Interior
take to ensure domestic and international visitors that their families will be safe
in Americas national parks?
[The witness did not respond.]
Question 2. How will the Administration record and report firearm incidents, such
as poaching, intimidation of visitors or park rangers, or the discharge of a weapon,
that may take place and impact park based tourism? Please explain how DOI plans
to capture National Park System wide incidents relating to the new law, so that
lawmakers can know whether future action may be warranted on this important
issue.
[The witness did not respond.]

(45)

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