Urban and Community Fisheries Programs: Development, Management, and Evaluation

Using On-Site Angler Surveys and a Geographic Information System for More Effective Marketing of an Urban Fishing Program

John B. Taylor, Mandy K. Scott, Jason A. Henegar, Robert K. Betsill, Fred W. Janssen, and Craig M. Scofield

doi: https://doi.org/10.47886/9781934874042.ch31

Abstract.—The Texas Parks and Wildlife Department (TPWD) has implemented an urban fishing program with a goal of introducing angling to demographic groups less likely to participate. One challenge is finding marketing methods that effectively identify and recruit target demographic groups to the program. In December 2005, TPWD began year-round biweekly stockings of adult rainbow trout Oncorhynchus mykiss (winter) and channel catfish Ictalurus punctatus (other seasons) in eight major metropolitan area lakes throughout Texas. On-site angler surveys were conducted from December 2005 through November 2006 to determine the number of people fishing at the lakes, the degree to which they had previously participated in fishing, and their ZIP code of residence. We used a Geographic Information System (GIS) supported by the Environmental Systems Research Institute’s (ESRI) ArcGIS^® software, including ESRI’s Business Analyst extension, to geocode each respondent’s ZIP code of residence. This allowed us to examine geographic distribution patterns of anglers. The software’s databases of census and marketing survey data allowed us to learn about the characteristics of people residing near the lakes, as well as the probable characteristics of respondents as typified by the characteristics of people residing in their ZIP codes areas. We were able to obtain insight into sensitive demographic information (information that some respondents are reluctant to provide during surveys such as income, race, etc.), evaluate our success in targeting the desired groups, and are using information from the GIS to develop marketing strategies that may help us more effectively reach those groups.