The Welcome Score
The Welcome Score assesses outdoor industry businesses on five attributes essential for their guests to feel Welcome.
The objective of the Welcome Score as a business metric is to identify key opportunities for outdoor industry businesses to create a more welcoming - and profitable - experience for their guests.
Want to know your Welcome Score? Welcome Fund staffers are trained to audit outdoor industry businesses on their Welcome Scores. Let us know you'd like a Welcome Score for your business by taking the Welcome Pledge here and someone will reach out with additional details.
The language used to describe your business matters. If the terms used to describe what your business does and how guests are supposed to participate can only be known if they're highly engaged with your business or industry, your business is potentially excluding anyone who is not already engaged.
Specialized Gear & Equipment
How necessary is specialized gear & equipment in order for a guest to engage with your service? If a guest cannot reasonably participate or utilize your service without specialized gear (i.e. camping gear, climbing), does your business make it easy/convenient for that guest to get that gear?
How convenient or difficult is it to reach your service? Is there public transit options? Car sharing options? Accessibility options? Is it a secret? We understand that not all businesses can be conveniently located or have the infrastructure to make it accessible. However, any and all possible attempts to make it easy for your guests to get to you goes a long way.
When the rules a business has to follow were created, which groups got to give their input? Were certifications, licenses or permitting created with certain groups of people grandfathered in, making them hard-to-get for other groups? Sometimes well-meaning rules have the (intended or unintended) effect of excluding entire groups of people from participating.
Culture & Etiquette
If a guest is not familiar with the language, gear & equipment, location and rules of your service, is it considered humorous? Do other guests or even employees judge or become condescending to that guest for not knowing more about how to participate in your service? How many of your team members look like your guests or can relate to them? What's the general attitudes towards kids? When business leaders create a culture of respect, everyone benefits.