January 2016 - Parks & Recreation - 8

P E R S P E C T I V E S A M E S S A G E F R O M N R PA' S L E A D E R S

Expressing Our Value
NRPA's recently released report on the economic impact of local parks and recreation is
receiving quite a bit of notice across the country. We briefed House and Senate legislative
staff on the results of the study, and they were surprised to learn that local and regional
park and recreation systems are responsible for $140 billion in economic activity and support one million jobs in local economies. I also spoke to a reporter from a major publication, and she, too, was surprised by the study's results. Finally, the former mayor of Fort
Worth, Texas, wrote an op-ed for the Star-Telegram in support of parks funding, noting how
surprising it was that local parks and recreation had such a large economic impact in cities.
Why the surprise? I think one reason is that most people do not consider parks and
recreation an industry. In fact, some of the most vocal about us not being an " industry "
are those within our membership! I know I have been counseled a number of times by
well-meaning professionals who recommend I use the term, " field " or " profession, " not
" industry " when I refer to what we do.
Perceptions are changing, however, and there is intense interest in the nation's economic
recovery, not only from elected officials but also from the general public. And while we
give substantial thought to how we can promote the benefits of parks and recreation
in terms of health and wellness or conservation, we rarely give the same amount of
thought to how we can promote our collective economic impact.
To describe what we do as industry does not diminish the intense pride we take in the
body of knowledge we have created, our academic and research achievements and the
high regard we place on our professional standards. We take pride in our profession and
the field of study that underpins it, and we fight for recognition of our field and all benefits that we produce. But, we must also value our benefits in economic terms if we are to
remain relevant to policy and decisionmakers who often rely solely on the bottom line.
In fact, I would argue that the only way we are going to change the conversation or the
perception that parks are a financial burden is to use the term " industry " more often
and to forthrightly use our economic impact report. The reality is that we create jobs, we
generate economic activity and we make communities healthier, greener and more equitable. How many other industries can make this claim? That's a vital part of our story,
and that's where our power is when we talk to elected officials and/or policymakers.
If we do not forcefully make the case of our economic value in addition to our environmental, health and social value, we will be marginalized and taken for granted by those
very same elected officials and decisionmakers who are presented with the economic
value of other publicly funded sectors such as transportation, education and public safety. So, don't be afraid to call parks and recreation an industry. We have been, we are and
we can take justifiable pride in calling ourselves " the park and recreation industry. "

BAR BAR A T ULIPAN E, C AE
President and CEO
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Parks & Recreation

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January 2016 - Parks & Recreation

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