Tyler Ray
BY TYLER RAY
On June 10, Veterans Park in Manchester becomes the stage for something long overdue: Gov. Kelly Ayotte will proclaim New Hampshire’s first-ever Outdoor Industry Day, shining a light on a sector that’s been hiding in plain sight.
Often dismissed as just recreation or lifestyle, outdoor is, in fact, an economic powerhouse — a $4 billion engine fueling more than 30,000 jobs and over 1,000 small businesses across the state. Behind every trailhead, hiking boot and sleeping bag is an ecosystem of builders, makers, retailers, entrepreneurs and consumers — a dynamic network that not only supports New Hampshire’s economy but helps define its future.
Outdoor Industry Day isn’t ceremonial; it’s strategic. It does three things on June 10: It recognizes the scale of a sector long overlooked; it differentiates outdoor from tourism by spotlighting its supply-side focus on infrastructure, jobs, and business innovation; and it showcases the talent and brands behind it all.
Above all, it sends a clear message: The outdoor sector is essential to solving the state’s biggest challenges. It attracts the workforce we need, defines the culture we live and offers a playbook for long-term growth.
Why? Because outdoor is already doing the work. In New Hampshire, it’s not a seasonal perk; it’s a year-round economic strategy. In 2023, New Hampshire’s outdoor economy generated nearly $4 billion, representing 4.5% of total employment and $528 million in state and local tax revenue, according to the U.S. Bureau of Economic Analysis. We rank eighth nationally for outdoor’s contribution to gross domestic product. Nationwide, the $1.2 trillion outdoor economy is larger than mining, pharma and automotive.
But the impact goes deeper. According to Stay Work Play, the No. 1 reason young professionals choose New Hampshire is access to the outdoors. Outdoor assets and infrastructure attract talent, inspire entrepreneurship, support climate resilience and healthy communities and enhance the state’s identity. It’s not just part of the Granite State brand —;it is the brand.
Right message, right messenger, right time
Once seen as a fringe benefit, outdoor is now a frontline solution. That’s why on June 10 at Outdoor Industry Day, New Hampshire’s Office of Outdoor Recreation Industry Development, which is strategically positioned in the Department of Business and Economic Affairs, will launch the trailblazing “Workforce Toolkit for the Outdoor Lifestyle.”
This new, first-of-its-kind resource illustrates how employers across all sectors can leverage outdoor assets to recruit, engage and retain top talent, and thus better compete in today’s challenging workforce market.
The toolkit includes messaging templates, program ideas and partnership models for companies of all sizes to connect with the outdoor-centric culture that already draws people to New Hampshire, with a variety of case studies focusing on company volunteerism, wellness integration and location-based branding, among other tactical solutions.
This isn’t a top-down campaign — it’s an authentic movement driven by the sector itself: the business owners, entrepreneurs and community leaders who value outdoor access as part of daily life, culture and commerce.
And the time? Right now. Workforce gaps, rising health care costs and climate events are testing our infrastructure. Outdoor is not a luxury — it’s a timely, sustainable solution that belongs at the center of economic strategy. And there’s a reason we’re in Manchester for Outdoor Industry Day: This is a business conversation.
From gear to growth: showcasing innovation
To celebrate that reality, Rock City Vendor Village, hosted by Granite Outdoor Alliance, NH’s outdoor trade association meets chamber of commerce, will immediately follow the governor’s proclamation and Toolkit launch in Veteran’s Park. It’s a public, vibrant and highly visible celebration of New Hampshire small business innovation — from tents and skis to nonprofit missions and manufacturing prowess — with plenty of free giveaways to satisfy any gearhead. You just have to show up.
Rock City reflects the heartbeat of a movement — companies offering more than jobs; they offer community, identity and purpose. In a labor market where many prospective employees approach work like a consumer decision, non-monetary benefits — providing quality of life and a strong sense of place — carry real weight. From the North Country to the Seacoast, businesses are encouraged to invest in their employer brand and their people, redefining what it means to stay, work and thrive in New Hampshire — and why it matters.
Looking forward
The outdoor sector isn’t a silo; it’s a strategic connector. It reaches across workforce development, education, public health, transportation, climate resilience, youth engagement and economic growth. It links urban innovation hubs with rural trail towns, helping us attract talent, retain young people, support communities and build businesses that are both resilient and rooted. In a state facing complex, overlapping challenges, outdoor is the bridge — not just between sectors, but toward solutions.
Governor Ayotte’s proclamation signals that New Hampshire sees the value of the outdoor industry and is ready to elevate it. What comes next is critical: recognizing outdoor not just as part of our identity but as a strategy for where we go next. It’s the connective force that ties together workforce, economic growth, community resilience and quality of life — and it’s time we lead with it.
Join us 2 to 6 p.m. June 10 in Manchester to celebrate this inaugural occasion. Learn how outdoor recreation is shaping New Hampshire’s future, and how your business can grow with it.
Tyler T. Ray of North Conway is the director of Granite Outdoor Alliance and a founding voice in New Hampshire’s outdoor industry sector.
