In 2009, AMC’s Board of Directors began work on a long term strategy for AMC that recognized changing demographics in our region, trends in the way people use technology, and a growing public interest in protecting the environment. This process would over time involve extensive input from AMC chapters, individual volunteers and members, staff, and AMC’s Board of Advisors. The result is Vision 2020, a guiding strategy for AMC over the next decade.

Where We’ve Come From

AMC reached a record number of youth, maintained a record number of trail miles, served a record number of guests, and recruited a record number of volunteers as part of Vision 2010. There was no shortage of good ideas in looking at a new vision for AMC. There was early recognition, however, that any new initiatives needed to be based on AMC’s core strengths, and focus on areas where AMC would make a unique contribution. There was also acknowledgement that AMC historically has been most successful when it has drawn upon and integrated its expertise in outdoor recreation, conservation, and education.

Four Strategic Initiatives

Based on a review and prioritization of many options, AMC’s Board has approved the following cross-organizational initiatives as it looks ahead toward 2020:

1. Build a Vibrant and Diverse Community of 500,000 Constituents
AMC has always been about connecting people to the outdoors and actively engaging them in a way that encourages stewardship and understanding of our natural resources. Through this initiative, AMC will seek to broaden and strengthen its community, including members of the public we engage as part of an online community, as well as members, guests, volunteers, and donors. Key elements of this initiative include:

• Expanding outreach to families and young professionals.
• Developing local partnerships that broaden our diversity and reflect our region.
• Building communities online that reach new audiences, leveraging AMC expertise on getting people outdoors with the goal of converting participants to deeper relationships with AMC.
  

2. Help 500,000 Kids Get Outdoors
Many of our members began their lifelong passion for the outdoors when they were young—through a family camping trip, a hike with grandparents to a hut, or backpacking or paddling at a summer camp. AMC’s goal is to make these kinds of transformative outdoor experiences available to as many young people as possible—wherever they live and regardless of resources. We expect to serve 200,000 youth directly and encourage another 300,000 to get outdoors through partnerships, online and print information, and training youth volunteers. Key elements of this initiative include:

• Expanding AMC’s Youth Opportunities Program for urban and at-risk youth at existing and new locations.
• Increasing the use of AMC destinations close to urban areas—including our Mohican Outdoor Center in New Jersey, Noble View Outdoor Center in Western Massachusetts, and Ponkapoag Camp in the Blue Hills outside Boston.
  
• Broadening the range of “close to home” family activities offered through our chapters and through expanded local partnerships.
• Expanding our training capacity to introduce more youth to the outdoors.
• Making our huts and lodges even more inviting to families.
• Advocating for local, state, and national policy in support of getting young people outside.

3. Lead Regional Action on Trails, Land Protection, and Engaging Youth in Conservation

AMC’s long experience in promoting outdoor recreation, its large and active volunteer community, and history of coalition building around regional conservation issues puts it in a unique position to address the challenges facing our region in the coming decade. AMC will continue to demonstrate regional leadership through the following efforts:

• Protect and maintain 2,500 miles of trails.
• Working with partners, protect an additional 2 million acres from development.
• Expanding AMC’s capacity to offer professional trails assistance to other organizations.
• Expanding teen trail crew opportunities and developing a regional Youth Conservation Corps.
• Growing our river and waterway expertise and involvement.
• Engaging more people in close-to-home conservation and stewardship opportunities.
• Partnering on the stewardship of the Bay Circuit Trail in Massachusetts.
• Educating and motivating members, guests, and other outdoorspeople on ways to reduce their recreation-driven carbon footprint.

4. Broaden the Impact of AMC’s Maine Woods Initiative on the 100 Mile Wilderness
By almost any measure, AMC has already accomplished a great deal through its Maine Woods Initiative, AMC’s strategy for land conservation in the 100-Mile Wilderness region. The Initiative is an innovative approach to conservation that combines outdoor recreation, resource protection, sustainable forestry and community partnerships. To date, we have permanently protected over 66,000 acres of forestland, created a 15,000 acre ecological reserve, restored three historical sporting camps and developed a 75-mile trail network connecting them to a variety of hiking, skiing, paddling, and fly fishing opportunities. We will be building on this experience and perspective as a land owner in Maine to achieve the following in the next decade:

• Making our Maine lodging and program operations financially self-sustaining, while supporting local economic development.
• Protecting 800,000 additional acres, primarily through partnerships.
• Expanding recreational opportunities through additional trails and backcountry camping options.
• Creating a new model for landscape-scale conservation, backcountry recreation, public access, and economic sustainability.
• Promoting the 100-Mile Wilderness region as a world-class destination for outdoor recreation.
  

Additional Background:

• Video: AMC’s Vision 2010 – A Decade Outdoors
• Video: AMC’s Programs for Getting Kids Outdoors
• Fact Sheet: AMC’s Commitment to Youth  (PDF)
  
• AMC’s Conservation Issues 
• AMC’s Maine Woods Initiative