Dedicated to promoting stewardship and responsible use of aquatic resources, fisheries and habitats.

News and announcements

  • August 13, 2020 11:41 AM | Anonymous

    In 2019, Arkansas Game & Fish Commission (AGFC) used a  multi-channel marketing campaign to support their target audiences through the entire consumer life-cycle from increased consideration of fishing to a license purchase and ultimately to a fishing experience.

    The promotion was branded under the Fish Natural umbrella brand, which is a companion to AGFC’s state branding of “The Natural State”. There were five separate promotions aimed at all different stages of the outdoor recreation adoption model.

    The purpose of this campaign was to coordinate and integrate each program that has traditionally operated in disparate functions. This way the agency’s ability to utilize different consumer touchpoints and push the consumer through the various adoption phases could be gauged.

    Due to an improvement in targeted marketing efforts, a greater financial investment in event promotions, better positioned events and a more cohesive statewide approach, the 2019 fishing season boasted:

    • Over 19,800 participants in skills programs (an over 50% increase in specialized skill program offerings since 2017).
    • Nearly 39,500 participants hosted at AGFC fishing events or derbies (a 25% increase over 2017).

    With a number of additional efforts, including coordinated marketing promotions and improved sales channels at events, AGFC saw:

    • Resident fishing licenses were up over 11% from July to October over the same time prior year, and
    • Resident fishing license sales increased almost 2% over the past five-year average.

    For full results and additional details, please read the full case study-

  • July 28, 2020 10:21 AM | Anonymous

    The Virtual R3 Forum, occurring on Aug. 26 and 27, 2020, provides an opportunity for professionals dedicated to increasing participation in hunting, target shooting, and other outdoor recreation to gather virtually and learn from each other. The event is designed to allow participants to capitalize on the recently increased participation in hunting, angling, and other activities and will offer insights to help professionals retain new participants post-pandemic.

  • July 28, 2020 10:20 AM | Anonymous

    Oklahoma Department of Wildlife Hiring Two Information and Education Specialists

  • July 28, 2020 10:19 AM | Anonymous

    California Department of Fish and Wildlife Hiring a Marketing Specialist

  • July 16, 2020 5:42 AM | Anonymous

    Will COVID-19 Spell the End of Outdoor and Environmental Education?

    The pandemic has been devastating to the field, according to a recent survey

    Read article:

  • July 15, 2020 5:25 AM | Anonymous

    Online Fishing License Assessment

    RBFF recently announced the findings of a new fishing license mystery shopper study, which shows promising gains made by states in their online license purchase process. Each year, more and more consumers are purchasing a broader range of goods and services online, as well as from mobile devices. The Online Fishing License Assessment was conducted to gain a better understanding of the current digital licensing landscape and track improvement and progress over time since the last research study in 2012.

    In the seven years since RBFF first conducted a study in the realm of online fishing license transactions, significant progress has been made, most notably:

  • June 29, 2020 1:39 PM | Anonymous

    The AREA 2020 Training Conference is rescheduled.
    AREA 2021 IS October 10 - 14, 2021.
    Check back for Details and Registration.
    Registration Open JUNE 1, 2021.

  • June 25, 2020 10:40 AM | Anonymous

    Education Section Chief position open in Pratt, KS working for the Kansas Department of Wildlife, Parks & Tourism. 

    Beginning annual salary, $70,077/year; group health and life insurance; retirement; optional deferred compensation, dental and vision options; holidays; and sick, vacation, and parental leave. 

    The position is responsible for directing all aspects of the department’s R3 and wildlife education programs. R3 – recruitment, retention and reactivation – is a relatively new, critical program designed to ensure the survival of the state’s outdoor heritage and wildlife and fisheries conservation programs. The section chief supervises a full-time R3 coordinator position, overseeing department-wide R3 efforts that are directed at anglers, hunters and outdoor recreationists. The position also oversees delivery of statewide hunter, boater, wildlife and fur harvester education programs, supervising three full-time education program coordinators. Additional responsibilities include oversight of the operation of Milford, Pratt, and Southeast Kansas nature centers, including supervision of the Southeast Kansas Nature Center director. Other statewide programs delivered by section staff include Becoming an Outdoors-Woman, Archery in the Schools, Student Air Rifle Program, EcoMeets, Outdoor Wildlife Learning Sites, advanced hunter education and outdoor skills events. This position will coordinate shooting range grants, prepare and monitor section budgets, and ensure education delivery and communication methods adapt and evolve with changing audience preferences and technology advancements.

    Details and How to apply at

  • June 25, 2020 10:39 AM | Anonymous

    PA Fish & Boat Commission Hiring R3 Coordinator

    "The R3 Coordinator will serve as the subject matter expert for the PFBC on strategies to recruit, retain, and reactivate (R3) anglers and boaters in Pennsylvania. The R3 Coordinator is directly responsible for creating new R3 strategies, as well as evaluating and enhancing existing R3 strategies within the PFBC to achieve internal goals and increase license sales. The R3 Coordinator will provide effective guidance and program management to both internal and external stakeholders regarding the PFBC's R3 programs and strategies, and will assist in the creation of a formal R3 Plan. The R3 Coordinator also assists with event planning, to include trainings, public and stakeholder meetings, workshops, and press events, as well as contributes content for the PFBC website, intranet, public emails, and social media pages. The best candidate for this position is a capable, experienced self-starter who is passionate about using appropriate data and industry best practices to effectively guide the PFBC in their R3 endeavors."


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About us

Our organization leads the discussions for aquatic leaders. AREA is organized for educational purposes. AREA members include representatives of State, Federal, industry, fisheries and educational professionals involved in aquatic resource education programs. The nationwide non-profit Association is created to foster, promote and encourage aquatic education.

Find us

Look at the AREA listing for your Regional Representative.

For payment assistance, contact Treasurer Sarah Chabaane, Phone: 803-737-8483, Email:

For member assistance, contact Member Support,  Carol Paterick, Phone: 301-805-0784,

Become a member

Show your commitment to increase ARE effectiveness  -
  • Provide expertise regarding aquatic education issues, strategies and methodologies 
  • Provide an organized forum for discussion, deliberation, and resolution 
  • Support aquatic resource management programs 
  • Develop strategic plans for the future; provide organization and direction to AREA members 
  • Serve as a liaison between agencies, industry and state aquatic resource education coordinators
  • Promote education and wise-use management and conservation of aquatic resources and those recreational sports related to them

We invite you to browse our Web site and to support our goals by joining AREA.

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