I am retiring from Yours Outdoors.  It is, of course, with mixed feelings. My time creating and developing Yours Outdoors into a viable business has been a journey of discovery and community. I take pride in building a truly community-based tourism business.   At last count, we were working with over 40 experience leaders, guides, and instructors, and about the same number of businesses and organizations to develop, promote and sell Haliburton Highland experiences.

The concept of Yours Outdoors began as an idea I had on a picket line during an OPSEU strike when I was working for the Ministry of Natural Resources at the Leslie M. Frost Natural Resources Centre.  In 2004, the Liberal government of Dalton McGuinty closed the Frost Centre putting 35 people out of work and decimating sixty years of tradition, innovation, education, and training. Any way you look at it, the closing of Ontario’s premiere natural resources education centre was a tragedy, and it remains empty.  I was one of the lucky ones – I had the option of taking a job in Peterborough and bumping a friend and colleague out of his job (I had more seniority) or taking an early retirement.  I chose the early retirement.  No retirement party – no one was in the mood

I needed to work.  Early retirement didn’t pay well and fifty-two was too young to retire.  A few developments and opportunities came into play.  Paul and Irene Heaven of Glenside Ecological Services started a division called Out to Learn in partnership with Kinark Outdoor Centre providing environmental education programming to visiting schools and I worked with them to promote, develop and lead outdoor education activities.   I also started to pick up some consulting work with Glenside and later projects on my own.  Some notable projects included the co-production of a five-year event strategy and business plan for the Celebration of Trails, coordination of the Hike Haliburton Festival, research and writing of Living on the Edge: A Handbook for Lake Stewards for the Coalition of Haliburton Property Owners Associations and I facilitated experience development workshops for the Ontario’s Highlands Tourism Organization, to name a few.

Between consulting contracts, I started to develop the idea and business of Yours Outdoors.  Much of my inspiration came from two experiential tourism workshops offered by Fleming College’s Ecotourism Program and led by the very dynamic Celes Davar of Earth Rhythms.  Another source of inspiration came from two colleagues, Sean Pennylegion and Rick Whitteker.  Sean, a recent graduate of the Ecotourism program had developed an experience that we called Pedal Your Arts which combined cycling and art. It became one of our first offerings. I had worked with Rick on a number of projects including Out to Learn and Hike Haliburton. He was available and keen on leading guided experiences. Both Sean and Rick administered a big dose of encouragement.  And then much time was spent exploring the Haliburton Highlands, meeting people and identifying experiences to offer to the travelling consumer.  This research revealed that there were amazing people doing amazing things. It soon became evident that the Highlands was experience rich providing the raw “materials” upon which to build an experiential tourism product. Some experiences were market ready; others needed some development. All of them involved developing relationships and partnerships with the experience providers and building a community of tourism operators.

The result of this experience and partnership development was a variety of creative learning packages and outdoor adventures that explore and celebrate the rich natural and cultural heritage of Haliburton Highlands in all seasons. Currently, Yours Outdoors offers over 90 experiences in art, nature, heritage, wellness and recreation that are original, engaging, enlightening, and designed to connect visitors with communities and the great outdoors.

Reputation, awareness of what we had to offer, and sales increased over time.   There are several factors which I feel contributed the success of Yours Outdoors.  We developed experiences that were different and off the beaten track – this in response to demand from small groups, couples and solo travelers looking for experiences that are authentic, engaging and connect travelers with local people, communities and the natural world.

We worked hard to deliver value beyond expectations when delivering customer service and facilitating experiences. The reviews on Trip Advisor, Google and Facebook as well as the many emails we received after an experience are evidence of that.

I think our greatest asset has been the exceptional leaders, guides and instructors who have provided our customers with memorable, sometimes transformative experiences.  Our community is rich with individuals, characters, and personalities who are authentic and have compelling stories, incredible knowledge, and amazing skills to share.

We made it personal taking a visitor centric approach – going beyond the statistical profiling of a target market and trying to identify and gain a deeper understanding of my customers. We try to pay attention to the benefits they are seeking, their attitudes, values, and motivation for travel.  We developed this deeper understanding by building relationships with our clients before, during and after their Yours Outdoors experience.

We used a variety of marketing tactics – traditional methods such as web site, rack cards, displays, newspaper, radio where we marketed to potential customers.  We also marketed through our customers getting them to share their stories, images and reviews.   We also made a point of aligning our marketing efforts and products with the target markets, plans and campaigns of the local, regional and provincial marketing organizations.  I believe if you create great experiences there is a world of opportunity to get the word out as most marketing organizations are looking for experiences and stories to promote. Telling and sharing stories is an effective way of attracting customers.

Community engagement has been a key factor in the success of Yours Outdoors. I engage with community on different levels. I am a firm believer in being “at the table”, involved, and gently influencing tourism development and marketing where I can.  Locally, I was a founding member of Adventure Haliburton, a collaboration of 16 local adventure operators. I was also the co-chair of the Haliburton Highlands Tourism Stakeholder Group for several years that involved 25-50 tourism stakeholders who met monthly to network, share information, and discuss issues facing tourism. I have organized fam tours to acquaint local tourism operators with other local operators and destinations within the Haliburton Highlands.  I always had a good relationship with the County’s tourism department.

Regionally, I supported and promoted the efforts of our regional tourism organization, Ontario’s Highlands in a variety of ways including attending regional tourism summit, participating in regional initiatives and campaigns, planning and hosting of media and travel fam tours, and encouraging operators to get involved with regional initiatives. I was very grateful to be part of the Travel Trade partnership working with 28 tourism operators across our region promoting our experiences to international markets.  My community engagement also involved serving other community groups such as the Haliburton County Community Cooperative, Haliburton County Folk Society, Harvest Haliburton, and the Haliburton Highland Land Trust, for example.  Community engagement helps build collaboration and partnerships.  More often than not, businesses, organizations and governments working together achieve far more than separate entities who attempt to go it alone.   Working together has been good for business.  Giving back to the community is a principle of sustainable tourism. A portion of proceeds from our monthly speaker series goes to local non-profit organizations.

From what I can see there are not many companies doing what my company has been doing. There are many businesses offering wonderful experiences at their locations but not many working at the local level with multiple experience providers and operators in the community.   In addition to developing promoting and selling our own experiences, I also sold experiences offered by other companies to help their bottom line.

The success of Yours Outdoors was also fueled by passion, patience and perseverance.

Experience broker was a label I most often carried but could also be described as a backyard adventure specialist, adventure concierge and who knows what else!

In its 17 years of operations, Yours Outdoors has provided memorable experiences for thousands of visitors and local residents, helped put the Haliburton Highlands on the map, and supported and inspired other tourism businesses.  I take great satisfaction in what we have accomplished.

We succeeded to the point where Haliburton Forest was interested in acquiring my business.  After years of working closely with the Forest, it made sense to do so.  We brought marketing effort, more experiences to sell, guides and leaders, experience development expertise, and community partners to the Forest.   For me it was the perfect succession strategy that would see the brand and product continue.  So, in the fall of 2020, Yours Outdoors became a division of Haliburton Forest and I made the transition from owner/operator to founder/manager.  It was a good move – I have enjoyed working with Haliburton Forest.    After 2 ½ productive years, it is time to retire from Yours Outdoors as was the plan.

It has been an incredible journey.  And I am beyond grateful for all who helped me make Yours Outdoors a success.  So many people to thank, the biggest going to my wife, Patricia, who supported me through thick and thin.  Very special thanks to Tegan Legge, Marena Wigmore, Angie Gran,t Amanda Virtanen, Tracie Bertrand and County Tourism staff, Nicole Whiting and OHTO staff, Holly Blefgen, Emily Stonehouse, all those exceptional experience leaders and guides, community partners, part time staffers (Elisha, Maria, Heather, Michelle, Karra, Shannon, Kylie), Sean Pennylegion, Rick Whitteker, Jim Blake, Trish Manning to name a few.  And thankful that so many customers had the courage to book our experiences.

Retirement is not full stop.  While family and travel are priorities, I will continue to be involved with tourism and community.

My last day as manager of Yours Outdoors is June 30, 2023.

Thank you !!!!!

Barrie Martin