We want our visitation to reflect the diversity of our communities. It’s the right thing to do and it’s a business imperative. Here’s how I think about it.

1. Know your visitor demographics.* Collecting zip codes is a good place to start for a long-term solution. For a quicker answer, we partner with a mobile data intelligence provider to understand your site’s visitation volume and demographics. Email us to learn more.

2. Interpret the data to understand the gap. When you understand who you are serving, then you also understand who you’re not serving. Your community engagement plan starts with this.

3. Build Bridges with these underrepresented audiences to start your community engagement plan.

*Because BIPOC communities are often underrepresented in outdoor spaces, using City Data or the US Race and Ethnicity Dot Map to identify communities of color near you may also be a good strategy.