By Dr. James C. Kroll
My phone has been ringing off the proverbial wall because of people wanting my thoughts about how all this unrest and a worldwide pandemic will affect the future of hunting and the hunting industry. The majority fear it will mean the end of all we hold dear about the out-of-doors. So, I decided to present my analysis and predictions about the future. One thing I can say right off the bat, is that my parents’ generation—the Greatest Generation—no longer have the monopoly on bad times.
Since March, Americans have been “locked down” at home, often scared to even venture out to buy groceries. The media is awash with dire predictions about physical and economic dangers caused by the virus and riots, never once considering the intense emotional and physical harm being done to Americans. Frankly, I am tired of hearing the over-used phrase, “new normal.” What was “normal” before spring?
I will get to the answers, but first I wish to explain what I have learned about society and myself in the last few months. The “old normal,” in my opinion was a hectic, superficial world in which the average American worked too hard and too long, sadly neglecting themselves and their families. It even spilled over into hunting and fishing. I have written many times about over-emphasis on “success” and the size of the antlers.
“Get there, get it done, and get home!” is the rally call. Whereas, as a young man, the joy of hunting was in the experience itself. Hunting has become a competitive sport and the family gathering at the ranch or lease is a thing of the past. Friends are people we never have met, except on the internet.
The modern hunter
The modern hunter often is alone, searching for that monster buck, so he can post photographs and videos on his or her favorite social media. The search commonly takes us to outfitters and guides who have a reputation of getting the job done. Success rate has become a mandatory attribute of a good guide. To some international hunters, “hunting” is finding the right outfitter. The joy of being with family and friends has taken second fiddle to this pursuit.
Then it was if God himself stepped in and said, “Enough, sit down and think!” And, we indeed have had lots of time to think, at home with our families. The dinner table that once held piles of papers, magazines and unused toys from Amazon has been cleared and people actually sit around it, eat food cooked at home, and talk. We have gotten to know each other again, and yes, it will have a lasting impact on what we do in the future.
So, I guess there truly will be a “new normal.”
Predicting the future
What do I see in the future for the hunting, fishing and the outdoor industry? It cannot be refuted some international outfitters right now will not be in business next year. African outfitters, in particular, will hurt the most. Many of the hunts booked last winter will not happen. The world has become a scary place full of disease and danger. Just think about the number of physical interactions you would have on a trip to Africa, not to mention what you will face once you get there. What are the chances you will contract the dreaded virus, or the next yet to be discovered pathogen? What about cancelled flights and uncertain accommodations?
I have been intimately involved with the hunting and wildlife management industry the majority of my life. One of my joys has been to participate in the annual Hunters Extravaganzas in Houston, Fort Worth and San Antonio, renewing old friendships with vendors and attendees. When I began my career, the hunting industry was comprised of “mom and pop” companies who grew out of garages from a passion for creating solutions to hunters’ needs. In recent times, these family-owned businesses have been “aggregated” by huge companies, driven by improving the bottom-line, rather than a quality product.
This has taken most business to China, where production is stream-lined and unit cost reduced. Production costs were reduced, all right, but so was quality and little thought was given to vulnerability of the supply chain. As I write this, some companies have no idea whether or not they will be able to deliver products this summer or beyond.
Looking beyond doom and gloom
But, enough gloom and doom. I see change coming, and it already is happening. One of the most common questions I am asked is, what is going to happen to deer hunting this year? Rumors abound concerning loss of hunters and fishers in almost every state. There is absolutely no truth to any of these.
To everyone’s surprise, states where you have to apply for tags are reporting record applications. Everyday, someone calls to ask if I know of a hunting lease here in Texas. I have had more inquiries about management assistance than ever before.
Bass Pro Shops’ founder, Johnny Morris, recently reported sales of fishing equipment and boats are off the charts. Americans are coming home and heading to the woods and waters with family and friends. Sociologists are reporting people are not as inclined to go out to eat anymore. They have learned being at home can be far more enjoyable than some restaurant or bar, elbow to elbow with a crowd, and yelling at each other over the cacophony.
Some of the greatest benefactors of the epidemic have been farm and garden stores. My local Lowes and Home Depot both ran out of vegetable plants three times this spring. My feed store manager told me a lady came in and bought all of their sweet corn seed. When asked about how much acreage she was planting, she said, “Just my backyard. And by the way, what is fertilizer?” It is safe to say, we now have some of the neatest landscapes in our neighborhoods than ever. The folks who call me about buying land, universally explain it is to create a family heritage that will last for generations.
The family experience
In the future, outfitters who offer a family-oriented experience, not just a trophy, will be the real winners. This will require emphasis on providing a diversity of outdoor activities. Ones that produce lasting memories and family relationships. This is one area I have to say, the Millennials have it right! They place more stock in acquiring experiences than more stuff.
Manufacturers now are making short and long-term plans for dealing with uncertain supply chains. One of these folks recently told me, “We are working out a plan to make due with what we have coming from China, but while we do that, develop new supply chains here at home.” I predict marketing will emphasize quality and durability, rather than the gimmick. Americans are learning they don’t need a new shirt every month, rather a cherished garment that brings back the memories of life.
At Texas Trophy Hunters, we always have been about experiences and family. That is what I love about our organization. I have to admit, we have strayed a few times, but the central theme has not wavered. We, too, were a “mom and pop” company, created from a garage.
