2021 ARCHIVES | Plenary Session | Monday, April 26; 9:00am – 12:00pm (ET)
The Silver Lining: How Adversity Has Forced Agency Innovations
Emcee: Judy Stokes Weber
- Welcome and introductions from NEAFWA President Mark Tisa, Director, Massachusetts Division of Fish & Wildlife
- SEGMENT 1: Meeting the Increased Demand for Hunting, Fishing and Other Forms of Wildlife-Associated Recreation During the Pandemic- and retaining them after vaccines
- Why People Fish & Hunt and How the Pandemic Magnified These Reasons
- Rob Southwick, Southwick & Associates
- Fishing, hunting and the outdoors have long been an escape for people. Stresses induced by the pandemic only magnified the benefits many people seek from the outdoors, driving license sales to all-time record highs. Understanding these reasons and reminding our customers about the benefits of fishing, hunting and the outdoors will be critical towards maintaining participation and future conservation funding. This presentation will review the results of recent research and provide insights on what we can do to ensure a stronger future.
- Rob Southwick, Southwick & Associates
- Ride the Wave of Fishing Participation with New Insights & Resources
- Stephanie Vatalaro, Recreational Boating & Fishing Foundation
- Millions turned to fishing in 2020 to stay safe and sane during the pandemic. Join RBFF’s Stephanie Vatalaro as she shares brand new fishing participation data and consumer insights to help guide state agency outreach in 2021. Learn who participated at the highest rates (ex: youth, women, Hispanics) and find out who drove the largest number of lapsed participants. Attendees will also receive free tools and learn about programs developed by RBFF to support the recruitment, retention and reactivation of these audiences.
- Stephanie Vatalaro, Recreational Boating & Fishing Foundation
- Why People Fish & Hunt and How the Pandemic Magnified These Reasons
- SEGMENT 2: Taking Steps to Encourage Diversity, Equity and Inclusion Within the Fish and Wildlife Profession and with our Customers
- Allan Strong and Marie Vea, University of Vermont
- Integrating concepts of equity, inclusion, diversity, and justice into environmental curricula have often been overshadowed by ensuring that students graduate with the key technical skills and knowledge that will enable them to be successful in the job market. In the Rubenstein School of Environment and Natural Resources, we have worked to integrate equity, diversity, and justice into our core curriculum with the goal of helping students understand their own identity and how that intersects with some of the challenging racist roots of the environmental movement. We use critical reflection and dialogue as key skills to enable students to deepen their own understanding of structural racism and to learn from one another. Feedback from recent BIPOC alumni tell us that the way in which whiteness is centered in environmental curricula makes it challenging for these graduates to envision themselves as future professionals in the field. We provide examples of organizations and community groups that celebrate diverse ways to experience the outdoors and describe ways in which fish and wildlife curricula can be more inclusive.
- David Buggs, Texas Parks & Wildlife
- For decades, Fish and Wildlife agencies have engaged in science-based management to conserve fish and wildlife and their natural habitats across North America. These agencies not only provide hands on conservation measures, but they also provide expert feedback to state and federal elected officials in developing laws and policies to govern conservation measures. Although there has been some limited gender and racial inclusion in the past, the majority of scientific, political, and to a lesser degree, education and outreach efforts have be carried out by and have catered to a majority white and mostly male demographic. As the US population becomes more ethnically diverse, our challenge is how do we engage the changing demographic in more outdoor recreational activities and how do agencies who support and are engaged in conservation activities, become relevant to this growing population without losing current participants and supporters.
- Allan Strong and Marie Vea, University of Vermont
- SEGMENT 3: Evolution of Marketing and Strategic Communications within Fish & Wildlife Agencies
- Kelsey Hersey, Brandt Information Services and Jenifer Wisniewski, Tennessee Wildlife Resources Agency
- This past year has been remarkable for fishing and hunting license sales, generating much needed new revenue and new customers for fish and wildlife agencies. Jenifer Wisniewski and Kelsey Hersey discuss how to evolve your state agency marketing and communications strategies to better support these 2020 license holders, providing actionable next steps that you may take to better understand who your target audience personas may be; what they want to hear more about; and tactics that Tennessee and other fish and wildlife agencies across the country have found successful in the past year.
- Kelsey Hersey, Brandt Information Services and Jenifer Wisniewski, Tennessee Wildlife Resources Agency
- SEGMENT 4: Panel Discussion with all presenters, moderated by Judy Stokes Weber
“In the middle of every difficulty lies opportunity.” – Albert Einstein
“The greater the obstacle, the more glory overcoming it.” – Moliere
“Adversity often activates a strength we did not know we had.” – Joan Walsh Anglund
Plenary Presenters
David Buggs
Chief Diversity and Inclusion Officer, Texas Parks & Wildlife
Mr. Buggs is the Chief Diversity and Inclusion Officer for Texas Parks and Wildlife Department (TPWD), an agency of the state of Texas. His role is developing and managing the execution of TPWD’s Diversity and Inclusion strategy. David is also the former Chief Diversity and Inclusion Officer for FedEx Office Inc. He is an accomplished cultural compliance and management professional with years of experience in the area of relationship building, leadership development, mentoring, training and executive coaching. David also provides insight on behavior management, cultural understanding, multigenerational management, and ethical and government compliance.
Chief Diversity and Inclusion Officer, Texas Parks & Wildlife
Mr. Buggs is the Chief Diversity and Inclusion Officer for Texas Parks and Wildlife Department (TPWD), an agency of the state of Texas. His role is developing and managing the execution of TPWD’s Diversity and Inclusion strategy. David is also the former Chief Diversity and Inclusion Officer for FedEx Office Inc. He is an accomplished cultural compliance and management professional with years of experience in the area of relationship building, leadership development, mentoring, training and executive coaching. David also provides insight on behavior management, cultural understanding, multigenerational management, and ethical and government compliance.
Kelsey Hersey
Director of Marketing, Brandt Information Services
Kelsey Hersey is the Director of Marketing for Brandt Information Services, a technology solutions partner for state outdoor recreational agencies. In her role she has guided agency communications, information, and education team members to expand their digital marketing strategy to include targeted, revenue-driving tactics that increase outdoor participation for fishing, hunting, boating, and camping. She has overseen successful multi-channel digital campaigns on behalf of many state agencies including Florida, Georgia, Virginia, Tennessee, Oklahoma, and Iowa. Her passion for applying modern, data-driven strategies to state outdoor recreation business models has led to enhanced agency R3 efforts that provide additional touchpoints and opportunities for public user engagement.
Director of Marketing, Brandt Information Services
Kelsey Hersey is the Director of Marketing for Brandt Information Services, a technology solutions partner for state outdoor recreational agencies. In her role she has guided agency communications, information, and education team members to expand their digital marketing strategy to include targeted, revenue-driving tactics that increase outdoor participation for fishing, hunting, boating, and camping. She has overseen successful multi-channel digital campaigns on behalf of many state agencies including Florida, Georgia, Virginia, Tennessee, Oklahoma, and Iowa. Her passion for applying modern, data-driven strategies to state outdoor recreation business models has led to enhanced agency R3 efforts that provide additional touchpoints and opportunities for public user engagement.
Rob Southwick
President, Southwick & Associates
Rob Southwick is the President of Southwick Associates. For more than 25 years, Southwick Associates has been the leader in fish and wildlife economics and expert in outdoor-related business trends. Natural resource agencies, industry and the media look to Southwick Associates to learn more about the economic and business-related aspects of fishing, hunting and other outdoor recreations. Since the 1980’s, Southwick Associates has provided detailed economic assessments of hunting, fishing, wildlife viewing, and other outdoor activities. In 2006, Southwick Associates developed AnglerSurvey and HunterSurvey to provide the outdoor industries with business intelligence about sportsmen’s purchasing habits and to identify leading brands and industry trends. Southwick Associates has also actively assisted state and industry efforts to boost fishing and hunting participation by identifying target audience, strategies and evaluating response to marketing campaigns. We also help individual companies understand the size of their specific markets and assess the potential of proposed business ventures. On the international front, Southwick Associates has organized the development of economic models and surveys to demonstrate the important economic contributions of sportfishing to Latin American countries, and has helped the U.S. alligator industry open business in Russia and China. Rob Southwick received his economics training at the University of Florida, and began his career working for the Sport Fishing Institute. Timely and dependable, Southwick Associates provides the outdoor community with the expert intelligence needed to improve success and profitability.
President, Southwick & Associates
Rob Southwick is the President of Southwick Associates. For more than 25 years, Southwick Associates has been the leader in fish and wildlife economics and expert in outdoor-related business trends. Natural resource agencies, industry and the media look to Southwick Associates to learn more about the economic and business-related aspects of fishing, hunting and other outdoor recreations. Since the 1980’s, Southwick Associates has provided detailed economic assessments of hunting, fishing, wildlife viewing, and other outdoor activities. In 2006, Southwick Associates developed AnglerSurvey and HunterSurvey to provide the outdoor industries with business intelligence about sportsmen’s purchasing habits and to identify leading brands and industry trends. Southwick Associates has also actively assisted state and industry efforts to boost fishing and hunting participation by identifying target audience, strategies and evaluating response to marketing campaigns. We also help individual companies understand the size of their specific markets and assess the potential of proposed business ventures. On the international front, Southwick Associates has organized the development of economic models and surveys to demonstrate the important economic contributions of sportfishing to Latin American countries, and has helped the U.S. alligator industry open business in Russia and China. Rob Southwick received his economics training at the University of Florida, and began his career working for the Sport Fishing Institute. Timely and dependable, Southwick Associates provides the outdoor community with the expert intelligence needed to improve success and profitability.
Allan Strong
Professor, Wildlife and Ornithology, University of Vermont
Allan Strong's research focuses on the factors that influence habitat quality for birds. Much of this work involves quantifying the factors that influence food availability; although, some of Allan's recent research looks at the effects of anthropogenic habitat (e.g., ski resorts, urbanization, and agricultural habitats) modification on bird populations. Allan's current research emphasis is on grassland bird populations in the Champlain Valley. However, his research can better be described as question-driven, as Allan is also involved with projects investigating the ecology of high elevation bird species and contributions of birds to trophic level interactions.
Professor, Wildlife and Ornithology, University of Vermont
Allan Strong's research focuses on the factors that influence habitat quality for birds. Much of this work involves quantifying the factors that influence food availability; although, some of Allan's recent research looks at the effects of anthropogenic habitat (e.g., ski resorts, urbanization, and agricultural habitats) modification on bird populations. Allan's current research emphasis is on grassland bird populations in the Champlain Valley. However, his research can better be described as question-driven, as Allan is also involved with projects investigating the ecology of high elevation bird species and contributions of birds to trophic level interactions.
Mark Tisa
Director, Massachusetts Division of Fisheries and Wildlife
Mark S. Tisa has worked for the Massachusetts Division of Fisheries and Wildlife for 34 years. He’s held positions over that time as senior aquatic scientist, assistant director for fisheries, deputy director, and now director of the agency. He is responsible for the administration of all programs and activities for the Division including fisheries, wildlife, hunter education, natural heritage and endangered species, forestry, and land stewardship programs. Dr. Tisa established the youth pheasant, deer and turkey hunt programs in Massachusetts and was the lead in the development of their new field headquarters building in Westborough; a 45,000 square-foot, zero-net energy, LEED Platinum Building. He represents the agency at both the regional and national levels and is President of the Northeast Association of Fish and Wildlife Agencies. He serves on the Board of Directors for the Council to Advance Hunting and Shooting Sports (CAHSS), the Joint Federal/State Task Force on Federal Assistance Policy (JTF), the Trust Funds Committee, Trust Fund Collections Working Group, vice chair of Leadership and Professional Development Committee and chair of AFWA’s Awards Committee. He earned a B.S. in Biology from Springfield College, an M.S. in fisheries science from the University of Tennessee, a Ph.D. in Fisheries and Wildlife Sciences from Virginia Tech, and an M.B.A. from Anna Maria College.
Director, Massachusetts Division of Fisheries and Wildlife
Mark S. Tisa has worked for the Massachusetts Division of Fisheries and Wildlife for 34 years. He’s held positions over that time as senior aquatic scientist, assistant director for fisheries, deputy director, and now director of the agency. He is responsible for the administration of all programs and activities for the Division including fisheries, wildlife, hunter education, natural heritage and endangered species, forestry, and land stewardship programs. Dr. Tisa established the youth pheasant, deer and turkey hunt programs in Massachusetts and was the lead in the development of their new field headquarters building in Westborough; a 45,000 square-foot, zero-net energy, LEED Platinum Building. He represents the agency at both the regional and national levels and is President of the Northeast Association of Fish and Wildlife Agencies. He serves on the Board of Directors for the Council to Advance Hunting and Shooting Sports (CAHSS), the Joint Federal/State Task Force on Federal Assistance Policy (JTF), the Trust Funds Committee, Trust Fund Collections Working Group, vice chair of Leadership and Professional Development Committee and chair of AFWA’s Awards Committee. He earned a B.S. in Biology from Springfield College, an M.S. in fisheries science from the University of Tennessee, a Ph.D. in Fisheries and Wildlife Sciences from Virginia Tech, and an M.B.A. from Anna Maria College.
Stephanie Vatalaro
Senior Vice President, Marketing & Communications, Recreational Boating & Fishing Foundation
Stephanie Vatalaro is the Senior Vice President of Marketing & Communications at the Recreational Boating & Fishing Foundation (RBFF), where she leads the consumer and stakeholder outreach strategy for RBFF and its Take Me Fishing™ and Vamos A Pescar™ brand campaigns. A marketing and communications professional with more than 20 years’ experience in corporate, agency, non-profit and TV newsroom settings, Vatalaro has devoted the last 14 years of her career to getting more people out on the water fishing and boating and conserving our nation’s aquatic natural resources. Vatalaro received her B.S. degree from Florida State University and earned a Certificate in Management at the University of Virginia’s Darden School of Business. She grew up in the Florida Keys and is the daughter of a flats fishing guide. She now spends summers fishing and boating with her family on the Potomac River in Virginia.
Senior Vice President, Marketing & Communications, Recreational Boating & Fishing Foundation
Stephanie Vatalaro is the Senior Vice President of Marketing & Communications at the Recreational Boating & Fishing Foundation (RBFF), where she leads the consumer and stakeholder outreach strategy for RBFF and its Take Me Fishing™ and Vamos A Pescar™ brand campaigns. A marketing and communications professional with more than 20 years’ experience in corporate, agency, non-profit and TV newsroom settings, Vatalaro has devoted the last 14 years of her career to getting more people out on the water fishing and boating and conserving our nation’s aquatic natural resources. Vatalaro received her B.S. degree from Florida State University and earned a Certificate in Management at the University of Virginia’s Darden School of Business. She grew up in the Florida Keys and is the daughter of a flats fishing guide. She now spends summers fishing and boating with her family on the Potomac River in Virginia.
Marie Vea
Assistant Dean for Student Services and Staff Development, University of Vermont
Marie Vea is an Assistant Dean for Student Services in the Rubenstein School of Environment and Natural Resources at the University of Vermont. Marie arrived at UVM in 1999 as an Assistant Director in Admissions responsible for recruiting students of color. She joined the Rubenstein School in 2004. As Assistant Dean Marie oversees initiatives related to recruitment, retention, advising and wellness of RSENR students. Her research focuses on the experiences of Black, Indigenous, and People of Color in environmental education. Since she arrived in Vermont 22 years ago, Marie has been active in diversity, equity, and inclusion initiatives across UVM as well as with local and national organizations. She also teaches undergraduate classes on Race and Culture in Natural Resources as well as graduate courses on multiple ways of knowing and qualitative research. Marie has a BA degree in English and Psychology, a Ed.M. in Counseling and Higher Education Administration, and a Ed.D. in Educational Leadership and Policy Studies. Marie is committed to fostering environments where all beings may thrive.
Assistant Dean for Student Services and Staff Development, University of Vermont
Marie Vea is an Assistant Dean for Student Services in the Rubenstein School of Environment and Natural Resources at the University of Vermont. Marie arrived at UVM in 1999 as an Assistant Director in Admissions responsible for recruiting students of color. She joined the Rubenstein School in 2004. As Assistant Dean Marie oversees initiatives related to recruitment, retention, advising and wellness of RSENR students. Her research focuses on the experiences of Black, Indigenous, and People of Color in environmental education. Since she arrived in Vermont 22 years ago, Marie has been active in diversity, equity, and inclusion initiatives across UVM as well as with local and national organizations. She also teaches undergraduate classes on Race and Culture in Natural Resources as well as graduate courses on multiple ways of knowing and qualitative research. Marie has a BA degree in English and Psychology, a Ed.M. in Counseling and Higher Education Administration, and a Ed.D. in Educational Leadership and Policy Studies. Marie is committed to fostering environments where all beings may thrive.
Judy Stokes Weber
Judy Stokes Weber is an experienced state fish and wildlife agency executive specializing in communications and marketing. Since 2012 she has worked in private practice with groups ranging from state agencies and regional conservation initiatives to state non-profits and national conservation organizations to assist in their work to connect with key audiences through relevant, strategic communication. As a member of AFWA’s Management Assistance Team national faculty, Judy prepares and delivers courses and webinars covering the basics of communication, public involvement and communication planning and strategies. Previously, she worked for a combined 34 years with the New Hampshire Parks and Recreation and Fish and Game agencies as a public involvement expert, agency spokesperson, communication planner, meeting facilitator, and public affairs administrator. Judy earned accreditation from the Public Relations Society of America—a mark of distinction for public relations professionals who are selected based on their broad knowledge, strategic perspective, and sound professional judgment. In addition, she holds a BA in Psychology from the University of New Hampshire and an M.S. in Communication Management from Syracuse University. In 2007, her research addressed Reputation Measurement and Management in State Conservation Agencies.
Judy Stokes Weber is an experienced state fish and wildlife agency executive specializing in communications and marketing. Since 2012 she has worked in private practice with groups ranging from state agencies and regional conservation initiatives to state non-profits and national conservation organizations to assist in their work to connect with key audiences through relevant, strategic communication. As a member of AFWA’s Management Assistance Team national faculty, Judy prepares and delivers courses and webinars covering the basics of communication, public involvement and communication planning and strategies. Previously, she worked for a combined 34 years with the New Hampshire Parks and Recreation and Fish and Game agencies as a public involvement expert, agency spokesperson, communication planner, meeting facilitator, and public affairs administrator. Judy earned accreditation from the Public Relations Society of America—a mark of distinction for public relations professionals who are selected based on their broad knowledge, strategic perspective, and sound professional judgment. In addition, she holds a BA in Psychology from the University of New Hampshire and an M.S. in Communication Management from Syracuse University. In 2007, her research addressed Reputation Measurement and Management in State Conservation Agencies.
Jenifer Wisniewski
Chief, Communications and Outreach, Tennessee Wildlife Resources Agency
Jenifer Wisniewski is the Chief of Outreach and Communications for the Tennessee Wildlife Resources Agency and current president of ACI and has worked actively over the last few years to bring marketing to the forefront of what agencies do to make a difference in recruiting, retaining, and reactivating hunters and anglers as well as keeping our agencies and the work we do relevant to the public at large. She is the recent recipient of the first ever NSSF Leader of the Pack R3 Award for being an innovator and leading nationally with R3 efforts. She is also a member of the CAHSS Interagency Working Group and the chair of the marketing working group within that body. Her tactics in her current role have increased sales revenue for the first time in 8 years in TN and in her former role at Georgia Department of Natural Resources, her marketing successes increased license revenue overall by over 25% in 5 years as well as reducing customer churn by 10%. Her success in Georgia and now Tennessee has garnered much attention nationwide and efforts have been featured by national organizations like the Association of Conservation Information, The Council to Advance Hunting and Shooting Sports, Recreational Boating and Fishing Foundation, Archery Trade Association, National Shooting Sports Foundation, Wildlife Management Institute, and the Association of Fish and Wildlife Agencies.
Chief, Communications and Outreach, Tennessee Wildlife Resources Agency
Jenifer Wisniewski is the Chief of Outreach and Communications for the Tennessee Wildlife Resources Agency and current president of ACI and has worked actively over the last few years to bring marketing to the forefront of what agencies do to make a difference in recruiting, retaining, and reactivating hunters and anglers as well as keeping our agencies and the work we do relevant to the public at large. She is the recent recipient of the first ever NSSF Leader of the Pack R3 Award for being an innovator and leading nationally with R3 efforts. She is also a member of the CAHSS Interagency Working Group and the chair of the marketing working group within that body. Her tactics in her current role have increased sales revenue for the first time in 8 years in TN and in her former role at Georgia Department of Natural Resources, her marketing successes increased license revenue overall by over 25% in 5 years as well as reducing customer churn by 10%. Her success in Georgia and now Tennessee has garnered much attention nationwide and efforts have been featured by national organizations like the Association of Conservation Information, The Council to Advance Hunting and Shooting Sports, Recreational Boating and Fishing Foundation, Archery Trade Association, National Shooting Sports Foundation, Wildlife Management Institute, and the Association of Fish and Wildlife Agencies.