REI Passport to Adventure

Making it easy for young people to experience nature is a priority for REI. Doing this helps children grow into advocates for nature and ensures well-protected shared outdoor spaces for future generations. Outdoor adventure also promotes a healthy lifestyle into adulthood.

Showing kids and parents how rewarding and fun it can be to spend time outdoors together is what REI's Passport to Adventure program is all about.

REI's Passport to Adventure program was designed to remove barriers to experiencing the joys of nature and outdoor exploration. The free program, suitable for ages 5 to 12, includes an adventure journal where kids can draw pictures, play games and jot down their thoughts about their outdoor experiences. Kid-friendly local hikes and bike rides are recommended by REI employees. Directions and other helpful tips are also included.

After finishing an outdoor adventure, kids can receive a free prize for future outdoor adventures and certificate of completion.

Highlights

In 2008, nearly 24,000 participants registered and picked up free adventure journals at their local REI store. Journals could also be downloaded at REI.com. This represents an increase of nearly 71 percent over 2007. Approximately 17.5 percent of the participants who picked up information packets returned to REI with completed journals, an increase of more than 75 percent over 2007.

Challenges

REI's Passport to Adventure program was originally developed as a summer program. Through an analysis of participant completions and input from our regional teams, we recognize the program has its limitations in very warm climates. In some communities, families aren't inclined to spend time outdoors because of extreme heat despite their interest in the program. Retail teams also need useful tools for outreach efforts within their stores and communities.

Looking Ahead

In 2009 the co-op is making several program enhancements. These include lengthening the duration of the Passport to Adventure program, incorporating an online completion form and exclusive children's activities on REI.com, increasing in-store marketing support, and reaching out to Latino communities through direct mail marketing materials written in Spanish.