Idaho
License Restructure
• Team Members
Scott Reinecker – Southwest Region Supervisor
Lance Hebdon – Intergovernmental Policy Coordinator
Sally Rose – Administrative Assistant - Magic Valley
Vicky Runnoe – Conservation Education Supervisor
Dave Parrish – Fishery Program Coordinator
Jon Rachael – Wildlife Game Manager
Virginia Hill – Administrative Assistant - Admin Bureau
Michele Beucler –Planning & Human Dimensions
Southwick Associates
Price Sensitivity Analysis
Resident Combination License
160,000
140,000
120,000
Actual
Estimated
100,000
80,000
60,000
40,000
20,000
0
Southwick Associates
Price Sensitivity Analysis
Resident Combination License
100,000
$4,000,000
90,000
$3,500,000
$3,000,000
Revenue
80,000
Licenses Sold
70,000
Total revenue
60,000
$2,500,000
50,000
$2,000,000
40,000
$1,500,000
$1,000,000
30,000
Current Price
$500,000
20,000
10,000
$0
-
License price (including agent fees)
No. of licenses sold
$4,500,000
Southwick Associates
Price Sensitivity Analysis
Resident Fishing License
140,000
120,000
100,000
80,000
Actual
Estimated
60,000
40,000
20,000
0
Southwick Associates
Price Sensitivity Analysis
$7,000,000
140,000
$6,000,000
120,000
$5,000,000
100,000
Revenue
$4,000,000
80,000
Licenses Sold
$3,000,000
60,000
$2,000,000
40,000
Current Price
$1,000,000
20,000
$0
0
$20 $22 $24 $26 $28 $30 $32 $34 $36 $38 $40 $42 $44 $46 $48 $50 $52 $54 $56
License price (including agent fees)
No. of licenses sold
Total revenue
Resident Fishing License
Southwick Associates
Price Sensitivity Analysis
Nonresident Hunting license and Deer tag
$4,540,000
11,000
$4,520,000
10,500
Revenue
Total revenue
$4,480,000
10,000
Licenses Sold
$4,460,000
9,500
$4,440,000
9,000
$4,420,000
Current Price
8,500
$4,400,000
$4,380,000
8,000
License price (including agent fees)
No. of licenses sold
$4,500,000
Current Western State Price
Comparison
Next Steps
• Conjoint Analysis
– A technique used in market research to determine
how people value different features that make up
a product.
– Sportsman preferences
• Examples of license structure ideas for the survey
– Family Packages
– Pick and choose Sportsman’s Package
– Differential pricing for tags
– Multi year licenses
– Nonresident Packages
• Deer, Elk, and one of the following (Bear, Lion, Wolf)
• Sportsman’s Package
Next Steps
• “Ideation” Session.
• Survey to go out this fall.
• Goal is to have results back in mid winter.
• Provide potential legislative recommendations
in July of 2012 for the 2013 legislative session.
Questions?
• What ideas would you like to see in a license
structure change?
2011 Nonresident Deer Tag Sales
18000
16000
Number Sold
14000
12000
10000
8000
6000
4000
2726
2000
0
Week 1Week 5Week 9 Week Week Week Week Week Week Week Week Week Week Week
13
17
21
25
29
33
37
41
45
49
53
2007
2008
2009
Approximate 2011 Nonresident Deer Tag Revenue
$4,500,000.00
$4,000,000.00
$3,500,000.00
$3,000,000.00
Revenue
2007
$2,500,000.00
2008
2009
$2,000,000.00
2010
2011
$1,500,000.00
Projected 2011 sales
$1,000,000.00
$500,000.00
$817,800.00
$Week Week Week Week Week Week Week Week Week Week Week Week Week Week
1
5
9
13
17
21
25
29
33
37
41
45
49
53
2011 Nonresident Elk Tag Sales
14000
12000
Number Sold
10000
8000
6000
4720
4000
2000
0
Week 1Week 5Week 9 Week Week Week Week Week Week Week Week Week Week Week
13
17
21
25
29
33
37
41
45
49
53
2007
2010
2008
2011
2009
Approximate 2011 Nonresident Elk Tag Revenue
$6,000,000.00
$5,000,000.00
$4,000,000.00
Revenue
2007
2008
$3,000,000.00
2009
2010
2011
$2,000,000.00
$1,958,800.00
$1,000,000.00
$Week Week Week Week Week Week Week Week Week Week Week Week Week Week
1
5
9
13
17
21
25
29
33
37
41
45
49
53
Projected 2011