MAY 2026 | Vol.39 | No.4
THE VOICE OF THE GREATER ROCKFORD BUSINESS COMMUNITY
OUR REGION’S OUTDOOR ADVANTAGE A pillar of long-term economic resilience By John Groh, GoRockford Outdoor recreation has become a defining factor in where people choose to visit, live, and invest, and in that competition, the Rockford region holds a distinct advantage. With four rivers, 44 forest preserves, a nationally recognized park district, a state park that is one of the largest in Illinois, three top-ranked botanical gardens, a wake park, and more, the Rockford region is a nationwide standout. Other midsize metropolitan areas cannot claim our scale, diversity, and accessibility of outdoor recreation assets. That matters. A Growing Part of the Economy Outdoor recreation significantly drives the visitor economy globally. In the United States, this economic engine is growing
stronger. Reports by the Outdoor Industry Association show participation in outdoor recreation has grown for nine consecutive years. In 2024, the latest year for which data is available, 58.6% of Americans age six and older reported regularly taking part in at least one outdoor recreation activity. This level of participation, which shows growth in nearly every demographic group studied, is at a historic high. According to the U.S. Department of Commerce’s Bureau of Economic Analysis, spending on outdoor recreation has grown every year since the pandemic and, in 2024, accounted for $697 billion of the nation’s gross domestic product. For Rockford, this promising news is even better, given that the increase in participation is at the highest rate on record across demographic groups.
According to industry reports, 66% of households with children participate in outdoor recreation. When children’s participation is high, parents and guardians participate more as well. Rock Cut, for Example Hiking is cited as the most popular getaway activity, followed by fishing, camping, bicycling, and running. For each of these activities, the Rockford region delivers offerings aplenty and convenience that is jaw-dropping. Rock Cut State Park, for example, the largest state park in Northern Illinois, offers opportunities for all these activities and more. At Rock Cut, there are over 40 miles of moderate hiking trails; two lakes for fishing or kayaking; camping at tent CONTINUED ON PAGE 3
DRESSED FOR THE ELEMENTS
Rethinking outdoor uniforms as a business asset By Sarene Alsharif, Tad More Tailoring Your team’s uniform is often the first impression your brand makes. Before a conversation begins, before a service is delivered, people are already forming opinions based on what they see. When your team works outdoors, that impression is constantly being tested by the elements. It’s easy to think of uniforms as a basic operational need. In reality, they are a business asset. The right choices can strengthen your brand, support your team, and extend the life of your investment.
Materials that Withstand the Elements Outdoor uniforms need to perform under pressure. Not all fabrics are created equal, especially when exposed to direct sun, temperature swings, and repeated wear. Look for fabrics that are designed to resist fading. Polyester blends tend to hold color longer than natural fibers like cotton, especially in direct sunlight.
Fabrics with built-in sun protection can also help preserve color while protecting the wearer through long hours outside. For teams working across varied temperatures, layering becomes essential CONTINUED ON PAGE 5
IN THIS ISSUE CONVERSATIONS YOU’RE NOT HEARING By Douglas Wetzel, Ashton North Page 12
ACCELERATING ECONOMIC DEVELOPMENT
ADA ACCOMMODATION PROCESS
By Everett Butzine, GRCC Page 17
By Laurie E. Meyer, Amundsen Davis, LLC Page 20
NATURE AS A THIRD SPACE
By Ann Wasser, Severson Dells Nature Center Page 22
THE VOICE IS PUBLISHED BY THE GREATER ROCKFORD CHAMBER OF COMMERCE FOLLOW US:
THE VOICE IS ONLINE AT ROCKFORDCHAMBER.COM