The eco-tourist trap: your facility's natural resources may have more value than you think.

Spotting a wild animal in the distance, the park visitor locks her gaze upon it while slowly raising her brand new binoculars to eye level. "What is that?" she says to herself. Why, this is none other than the North American cash cow.

The cash cow is actually quite common in the United States, and it can take on many forms. Often underestimated are naturally occurring points of interest for tourists, including birds, butterflies, fish, large mammals and even flora, such as wildflowers.

Natural resource managers fail to recognize the significant role that natural potential sources of income can play. Eco-tourists, or tourists drawn by nature, can bring some relief to park and recreation facilities.

Across the country, parks personnel are feeling the squeeze of budget cuts at the same time money-making assets wander their acreage. Wildlife is the key, or the cash cow necessary to save many parks from becoming parking lots.

Americans spend more than $38 billion per year to watch wildlife, according to Watchable Wildlife, Inc., a nonprofit organization based in Marine on St. Croix, Minn. To put this figure in perspective, this leisure activity would rank 51st in the nation if it were a Fortune 500 company, yielding more revenue than Nike and McDonald's combined. This exceeds the gross domestic product of many countries around the world. The good news is that the resources are already in stock--no storefront is required.

For example, the brown bears of McNeil River State Game Sanctuary outside Homer, Alaska, are a huge draw for tourists. Every July, dozens of grizzlies flock to the protected waters of this refuge to feast upon Pacific salmon. In fact, visitors here have seen as many as 72 bears feeding at one time. That's one heck of a buffet.

To view this spectacle is no easy task, however. First, interested eco-tourists must apply for such a privilege, as do more than 1,500 candidates annually. Of these, only 200 people are granted passage on average. For a viewing permit, these lucky individuals must then pay up to $350. Individuals on standby must pay up to $175 respectively. Thus, every year this three-month activity generates between $32,000 and $70,000 in permits alone. Bear in mind that all this takes place before a single visitor steps foot into the sanctuary, or, in many cases, within the state of Alaska.

Upon their arrival in Southwest Alaska, visitors must deliver themselves to the McNeil River, which can only be done by floatplane. Then, they must endure a guided, four-hour hike across mud flats and other difficult terrain to arrive at, what is for many, the Mecca for their pastime: a 10-foot by 10-foot gravel viewing pad. This is where most visitors stay confined for the next four days, viewing and photographing grizzly bears for six to eight hours per day.

One might think that only the hardiest outdoorsmen would dare to risk such a perilous pilgrimage, but according to Joe Meehan, a wildlife biologist for the Alaska Department of Fish and Game (ADFG), there is just no telling what characters might come calling.

"The 200 or so people that travel to the sanctuary each summer are as varied as they can be," says Meehan, whose title also includes coordinator of the ADFG's Lands and Refuges Program. "Some are old, some young. Men, women, couples, families, small groups and single travelers all visit. Some are financially well-off; some not so well. Some are Alaskans, some are from the lower 48 (states) and some are international visitors. Some are seasoned wilderness travelers, while some have never before slept a night in a tent. Some have spent many years studying bears, while some have never seen a wild bear in their lives. Some are even bear hunters wanting to see bears in a different light. Some are professional photographers hoping to capture that award-winning photograph while using the most modern equipment (and) some simply bring a sketch pad to draw their images."

Like most eco-tourism activities, the brown bear feeding frenzy in Alaska takes place during the peak travel months of June through August. However, it is during these warm-weather months that event organizers typically experience little trouble generating interest. That is why planners and their respective communities stand the most to gain during the shoulder seasons of April through May and September through October. These are the months that offer the most potential to boost revenues.

Take, for example, a pair of annual events called "Coast Day" and "Boast the Maritime Coast" in Lewes, Del., packaged together as the "Lewes Maritime Weekend." This festival takes place each year in early October, a time when most beach towns around the country look much more like ghost towns. In Lewes, however, the town's tourist season is extended by more than a month thanks to the joint efforts of the University of Delaware and the Lewes Chamber of Commerce and Visitors Bureau (LCCVB), Inc. In fact, this seaside town of little more than 3,000 residents plans to welcome more than 10,000 eco-tourists during this one weekend in 2006.

"Our fall shoulder season began to expand every year once we combined these two events 10 years ago," explains Betsy Reamer, executive director of the LCCVB. "For about six or seven years now, the town's accommodations have been 100 percent booked."

The great thing about this pair of events is they pack a one-two punch in the fight to educate the public about conserving the Delaware Estuary, especially in regards to marine wildlife. This is accomplished through contests, cook-offs, lectures, a nautical craft show, research demonstrations, seafood sales, touch tanks, tours and dozens of learning stations, all of which are free to the public. Coast Day has been so successful, in fact, it has even spawned a similar celebration in Southeastern Pennsylvania, as well as two in New Jersey.

Not every town has an abundance of bears or a bountiful coastline around which to rally, but cash cows can be found grazing anywhere. They can also be herded, or packaged with other eco-tourism opportunities in the region. What's important to remember is that profitable natural resources have the potential to make your 'burb a boomtown during the shoulder seasons or the non-traditional tourist seasons. People will also come from great distances to feast their eyes upon exceptional examples of eco-tourist attractions. All communities have to do is serve them up on a platter.

Entertaining with Nature

Natural resources are often underestimated and used less frequently than they could be with a little promotion. Making the most of Mother Nature is just a few steps away.

1. Identify your assets. They could be native animals or plants or even a spot for a beautiful sunset. You may be surprised to find what can safely be enjoyed by groups of people while maintaining the sanctity of your land.

2. Cite a timeframe. This should coincide with a peak viewing of your assets, or even a natural event, such as spring flowering or a bird migration. You may see the most benefit if this time overlaps with your area's off-season.

3. Have a plan. This is the time to make decisions about whether to make this a community-wide festival or just a small gathering for a select few. Decide what is feasible with your staff and work out the details beforehand.

4. Get the word out. Let your target market know that you're going to be holding an event to get the public excited.

5. Get ready. You've done all the legwork, now your facilities need to be ready to accommodate the visitors. Have enough staff on hand and let local businesses know that they should be ready, too.

6. Tackle the big day. With enough planning, all you have to do is let nature take its course. It's up to your chosen assets to provide the show; you are simply providing the means to enjoy it.

7. Learn from the event. Take note of how well things happened and what could be improved to be better prepared for your next eco-tourism event.