Show, Don’t Tell

Metroparks-commissioned, economic-benefits study proves impactful on southeast Michigan region

By Danielle Mauter
Photos: Huron-Clinton Metroparks

Parks systems play critical roles in generating significant economic, health, and environmental benefits that enhance the quality of life in communities before and during the COVID-19 pandemic. Parks staff members know this, but they often struggle with the best ways to prove it to partners, grantors, and local tax payers; communities often don’t think of parks as economic drivers. However, these benefits can pay dividends in terms of securing additional funding or even passing millage campaigns.

Huron-Clinton Metroparks is a regional system with 13 unique parks in five counties in southeast Michigan. A recent study, commissioned by The Trust for Public Land (TPL), found that Metroparks generate more than $90 million in direct visitor spending, as well as millions more in the benefits noted above each year across the those counties and the hundreds of communities it serves.

Living Proof

The TPL study is the first that the organization has completed in Michigan and dramatically underscores the value these public lands and outdoor recreation activities hold, especially during the coronavirus pandemic that gripped the state—and the world—in 2020.

TPL has measured the economic benefits of parks and trails across the country, from Los Angeles, Calif., and Colorado Springs, Colo., to Metroparks Toledo, Ohio, most recently. Huron-Clinton Metroparks knew it needed to complete the study to have real, data-driven proof of its impact on the communities. The information is invaluable when putting together grant proposals or pitching new partnership ideas to local businesses and organizations. Organizations that are more traditionally in the private sector pay more attention when there are proven economic benefits for the region. Metroparks chose TPL to complete the economic-benefits study because it is the gold standard throughout the nation. Its conservative methods lead to a result that is realistic, accurate, and reliable. Its diverse experience across the country allowed for a tailored approach in meeting the unique needs of the regional park system. The report cost about $125,000 and took over a year to complete.

 
 

Although the study was completed using pre-pandemic data, the parks system understands these benefits are even larger in years such as this one. “We’ve seen people flock to outdoor spaces during the pandemic, and we can all agree the substantial benefit that has provided just this year alone. This report helped us understand and quantify just how much these amenities, and access to them, benefit and matter to our communities and residents, now more than ever. The parks have incredible power to help improve our health and well-being and safely connect us with nature and each other, as well as bolster our local and regional economies,” says Amy McMillan, Director of the Metroparks.

The Benefits

Parks and recreation organizations should consider looking into these types of reports if they are struggling to secure sponsors, partners, or grant funds. The reports provide additional data to support the efforts one already knows are important, but can’t be quantified.  It’s also useful to commission a study if a millage vote or renewal is on the horizon.  Being able to prove to constituents and businesses that the direct impact and benefit to them personally are great ways to gain support during a millage campaign. Metroparks is also using the data to make its ongoing communications with the media and stakeholders even stronger by weaving in reminders of these ongoing benefits. The report and its findings were also shared with the region’s chambers, CVBs, lawmakers, and other stakeholders as a resource they could reference and use as well.

One may still wonder what exactly an economic-benefit study produces. What does one learn? What data come from it? Well, in this particular case, TPL researchers and economists found that the Metroparks provides seven categories of major benefit throughout Livingston, Macomb, Oakland, Washtenaw, and Wayne counties. All categories were calculated using the most recent data and conservative methods available to ensure a reliable report. These categories include the following:

  • Generating substantial recreational value

  • Enhancing property values

  • Boosting economic development

  • Providing healthcare cost savings

  • Attracting and retaining visitors/tourists and talent

  • Reducing stormwater-management costs

  • Improving air quality.

 
 

At A Glance

According to Jennifer Plowden, a senior conservation economist at TPL and the report’s lead author, “Our research unequivocally shows that the Huron-Clinton Metroparks are strong, smart investments, which provide significant returns to local residents, communities, and businesses throughout the region. We hope that this demonstration of the enormous value of parks will encourage health advocates, business leaders, and policy makers to continue to support their parks.”

Plowden points to the following key economic-impact findings of the Metroparks study:

  • $92.4 million. The amount of annual direct spending by visitors to Metroparks in local communities and the tourism economy. Beyond being home to the parks, trails, facilities, and programming that attract visitors, the system hosts a variety of events, including fireworks shows, national fishing tournaments, marathons, farm festivals, outdoor concerts, and more.

  • $68 million. The overall amount that nearby residential property values are raised, providing value to local homeowners.

  • $62.3 million. The Metroparks value of recreation ($32 million) and health benefits ($30.3 million) to residents annually. Popular activities include picnicking, visiting with family and friends, playgrounds and beaches, walking, hiking, biking, paddling, taking photos, and observing wildlife.

  • $1,250. The healthcare savings each year of an average adult by being physically active in the park system. These savings are doubled for those 65 and older.

  • $30.3 million. The amount of savings to the community due to Metroparks reducing stormwater and contaminated runoff.

  • $2.25 million. The amount that air pollution costs are lowered annually, due to trees and vegetation in Metroparks.

  • $678 million. The total sales generated by 272 sporting-goods stores in the region. This spending on recreation equipment, which is supported by but not exclusive to Metroparks, helps provide industry-specific jobs (3,180 employees) and propels economic impact and development.

The report, as well as an infographic summary, can be downloaded at http://www.tpl.org/economic-benefits-hcma or www.metroparks.com/EconomicBenefits .

 

Sara Wurfel of Truscott-Rossman and Jennifer Plowden of The Trust for Public Land contributed to this article.

 

Danielle Mauter is Chief of Marketing and Communications for Huron-Clinton Metroparks in Michigan. Reach her at (810) 494-6009, or Danielle.mauter@metroparks.com.

 
 
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