This week on the podcast we are continuing our Business of Outdoor Recreation series with Austin Albers, President and Owner of the Buffalo Outdoor Center in Arkansas. Brent and Austin discuss the growth of Buffalo Outdoor Center and how Austin listens to customers to develop new offerings like mountain biking and backcountry aviation. Austin explains how outdoor recreation experiences improve quality of life and are driving economic growth in Arkansas. He describes opportunities for students interested in the industry, emphasizing the value of listening to customers, finding opportunities and following your passion.
Podcast Episode
Episode Transcript
Austin Albers 0:00
I would say my number one recommendation for anybody who is either in the industry
or looking to get into the industry is to listen to the customers, because they'll
tell you what you need to do. And then looking at opportunities. I mean, look around
what what opportunities do you have?
Brent Williams 0:16
Welcome to the Be Epic podcast, brought to you by the Sam M. Walton College of Business
at the University of Arkansas. I'm your host, Brent Williams. Together, we'll explore
the dynamic landscape of business and uncover the strategies, insights, and stories
that drive business today.
Well, today I have with me Austin Albers, who is President of the Buffalo Outdoor Center in Arkansas. So Austin, thanks for joining me today.
Austin Albers 0:46
Absolutely. Glad to be here.
Brent Williams 0:48
Well, I'm really looking forward to learning more about Buffalo Outdoor Center, just,
you know, your involvement in tourism in Arkansas. But first, you're you're a graduate
of the University of Arkansas and the Walton College a finance major. Right.
Austin Albers 1:04
Yeah. 2008.
Brent Williams 1:06
Well, I hope it was a great experience. And I know you've created great networks from
it.
Austin Albers 1:12
Absolutely. Absolutely. Yeah the University of Arkansas was definitely a great time
in my life. And it was a great experience all the way around, you know, a lot of fun,
but then also a great education as well.
Brent Williams 1:23
Well, tell me a little bit about about you, you know, and just sort of like where
you're from. And, you know, we know, you know, spent some time at the college. I think
you spent some time in the finance industry, in the transportation industry. And have
been at Buffalo Outdoor Center for close to 15 years, I think.
Austin Albers 1:40
Yeah, yeah. So I a little back history on me I actually grew up on a big horse ranch
outside of the Ponca area over by Buffalo Outdoor Center, about five miles away, grew
up on a horse ranch. I always told people that my parents were born 100 years too
late, because we did everything with horse drawn equipment and people thought we were
Amish. So it was kind of fun. But so this little piece that most people don't know
about me, so grew up there, left, went in to aviation, and went to flight school at
Spartan School of Aeronautics, and then transferred to the University of Arkansas,
and entered the Walton College of Business and with a focus on finance. And so graduated
from the Walton College of Business with with a bachelor's in finance. And immediately
went to work for Edward Jones. And this was in 2008. And so tough time to be in finance.
Yeah, it was, it was a great experience, a very humbling experience. I'll tell you
that so and then advanced from there. You know left there and went to work for JB
Hunt, and then eventually moved over to the Buffalo Outdoor Center, started going
over to the Buffalo Outdoor Center in in 2009 and just working on the weekends helping
out and just to just to get back into the outdoors, which was a huge passion of mine.
Brent Williams 1:56
Well, for for those that may not know, well one if you haven't been to the Buffalo
River, you're certainly missing out. It's certainly a treasure in Arkansas, but maybe
start there a little bit about the river and maybe some of the background of the company.
I know you've helped really grow it really fast. I think you've grown the product
offering fairly significantly. Love to hear a little bit about that.
Austin Albers 3:24
Absolutely. So the Buffalo National River was America's first nationally protected
river, it was it was nationally protected in 1972 from being dammed, and there's a
lot of history there and and a lot of information on that. But it was nationally protected
by the National Park Service. And so as a National River it is operated by the National
Park Service but it is not a national park. It is a National River. And so there is
land on both sides of the river that is owned by the National Park but it or by the
National River but it is like I said it's considered a National River. The Buffalo
Outdoor Center was founded in 1976 by a gentleman named Mike Mills. Mike had a passion
for the river. As a child growing up, he would go to the river with his father and
his father was a military man. And so the only time he really got with his father
was on these trips and they would go paddle and his father would fish and Mike would
paddle him down the river. And so he grew this passion for paddling the river and
specifically the Buffalo River. And so in 1976, he he's, he founded the Buffalo Outdoor
Center. He had moved to Ponca before that and ran another outfitter for a little while
but then decided that he was going to start his own and so with his passion, they
founded it with five canoes and an international scout. And that's how they would
would shuttle people and would put people in the river and so, obviously evolved from
there it became the first log cabin resort in the state of Arkansas in the in the
late 80s. And then from that we just continued to grow to what we offer today which
we've got a wide offering from 28 cabins to lodges, large retail store and deli, gas
highland and we've got canoeing, kayaking, rafting. ziplining, Arkansas longest downhill
mountain bike trail system, we have backcountry aviation. So we have people will fly
in to backcountry airstrip with their own aircraft. And we've got lodging on the airfield
where people will stay there, we provide them with a Jeep to where they can go explore
and adventure. And then we've also got an RV park, too. And so people bring their
RVs and kind of camp and stay and go out and do anything from hiking to fishing to,
to like I said canoeing, kayaking rafting. The Rocky Mountain Elk were reintroduced
in the early 80s back to the Boxley Valley and back to that area. We we traded trout
for elk with with Colorado and, and brought them back and so that herd has continued
to grow. And so in the fall, they're they're really out and about and you'll hear
him bugling and in rut, which is a very neat experiencing for this part of the country.
And then also you've got the fall foliage, so a lot of people out to experience that
as well. But again, anywhere from anything on the river to hiking to biking. Just
even even rock climbing right there in the area as well with Horseshoe Canyon is a
big draw. And so fishing, fishing is good on the buffalo as well.
Brent Williams 6:41
Well one, you know I see I see your hat, your Arkansas hat and you know it just reminds
me of the great things happening around outdoor recreation throughout our state. And
I'm particularly excited about just the it seems like the increased focus not not
only in Northwest Arkansas, throughout the state on making Arkansas a destination,
you know, for people to experience the outdoors. But when you think about the growth
of Buffalo Outdoor Center and what's happening in Arkansas, what parallels do you
see, what what synergies do you see?
Austin Albers 7:16
Yeah, so you know, like you said, you know, there's an increased you know focus on
outdoor recreation. You know, our current governor's is really pushing outdoor recreation.
The first gentleman is as well they've created the the natural state initiative to
really focus and look at opportunity zones, look at opportunities that we can, can
really help take outdoor recreation to the next level within the state of Arkansas,
and compete at the top. And that's one thing that that our focus is is as a state,
what are the opportunity zones, you know, where are we at in and, you know, you kind
of hit on it a minute ago with the Buffalo National River being you know, one of the
states Crown Jewels, the state of Arkansas is a crown jewel from the standpoint of
outdoor recreation, and I mean, we are the natural state. And so there are unparalleled
opportunities all across our state to, to get into whether you're a student looking
at, you know, becoming an entrepreneur and starting a business or looking for something
in the hospitality or outdoor industry, you know, as far as career outside of, you
know, once you get out of college, there are so many opportunities and within that,
I mean, you may be an entrepreneur, you may be working in finance, as, as a controller
for an outdoor company, whatever it is, you may be connected with that you know with
the outdoor industry or the hospitality industry. And so with that, I mean from again,
from rock climbing to fishing, to hunting to paddling, you know, even ATVs you know,
there's there's so many great opportunities across the state, aviation, backcountry
aviation, we've grown that that area that most people don't realize how many backcountry
airstrips there are in Arkansas, we've got people coming here from Idaho and Utah
and Florida and Texas pretty much everywhere to come fly and experience the Ozarks
and even Arkansas in general. And in all it's got to offer from the air and so that's
something that's, that's really growing as well but the increase in the state, just
just a push for entrepreneurism and just really helping empower people to get outdoors
and then also create those experiences to share with other people too. And, and I
tell people that all the time it's um, you know, we're in the business of, of providing
and creating experiences and and, and memories and so, those experiences are what
people go home with, and that's what they remember and you'll want to come back or
share with their friends or whatever it is, and I hear it every day, you know, over
in the Buffalo, people show up and, you know, for their first time and they'll go
around, and, you know, their comment when they come back is we had no idea this existed
in Arkansas. And so,
Brent Williams 10:11
You know, I think what's interesting about the Buffalo Outdoor Center that honestly
I didn't fully realize was the breadth of the offerings, you know, so, mountain biking,
you know, certainly I've always thought of, of the paddling and thought of fishing
back, you know, back country aviation. Talk a little bit, if you will, about how you've
developed those products, you know, and, you know, how you how you understand what
the customers are going to want from you, and what kind of experiences they're going
to want.
Austin Albers 10:45
Yeah, absolutely, absolutely. So, you know, big thing for me is, obviously, I love
the outdoors, I love to travel, and I love to, to experience things. So having those
firsthand experiences is, um, is one thing. But I would say my number one recommendation
for anybody who is either in the industry or looking to get into the industry, is
to listen to the customers. Because they'll tell you what you need to do. If you if
you have people that show up. And I'll use this as an, you know, it's a perfect example.
For 25, 30 years, we had people walk in the door of the original store that was there
was a small building it was built in 1962 is the Tippie Canoe Cafe, it's 1000 square
foot, but we'd have people walk in, and then always ask the same questions. They say,
where can I get gas, and where can I get something to eat? So when I built a new store,
I put in a deli, and I'm putting in gas,
Brent Williams 11:41
By the way, the food's pretty good. I know firsthand at that deli.
Austin Albers 11:44
Yeah. So, so again, it's listening to your customers. Yeah, that's a big thing. And
then, and then looking at opportunities, I mean, you know, look around, what, what
opportunities do you have, you know, what is it there that's attracting people, or
that people want to experience what could be an offering that people don't even know
exists? And, you know, you know, another example, the zipline canopy tour, so we put
in the first canopy tour within the state, true canopy tour, and we learned about
it by traveling, we were in Costa Rica, and we experienced it there. And then the
leadership group that were involved in, you know, we all discussed and we started
putting them in. And, and again, it was creating those experiences, but then also
getting out and seeing what what are the things that people may enjoy, or, you know,
what's a way to incorporate the environment that we already have, into an experience.
And so again, even with our zip lines, I tell people, it's a, you know, it's a ecotour,
it's a comedy tour, and it's a zipline experience. And then at the end of it, it's
an ATV experience, because they load you up and you know, on ATVs, and bring you back
to the top. And so people love it. And again, it's those experiences, you know, the
guides on those experiences are what really makes the difference. And so that team,
whether it's at the front desk, whether it's, you know, the guides, that you know,
our guys at the river, who are, are putting in the, you know, the guests, you know,
on you, whoever it is, they're the ones at the end of the day that really make that
experience. And, you know, I've often told people and, you know, in job interviews,
you know, I'd ask him, you know, the question, you know, what is it that you think
we do here, and, you know, a lot of times people would come back with, well, you rent
canoes, or you rent cabins or you know, you do ziplining, or mountain biking, and
at the end of the day, it's we provide experiences, and we create experiences. And
so that's that's the focus is, is taking that world class experience to the top. And
that's the focus not only in Buffalo Outdoor Center, but across the state.
Brent Williams 13:46
Yes, I totally agree. You know, we're fortunate here to have all of these natural
assets you know and when we have students increasingly coming to the University of
Arkansas, you probably know, our enrollment has grown tremendously, you know, over
the last several years. For many, it is an opportunity to really get outside maybe
for the first time or any, you know, a significant experience, maybe even on their
own. So, when you talk to, you know, think about a student moving to the U of A, or
maybe it's somebody moving in, you know, from one of the coasts into Arkansas for
the first time, and they want to kind of get their foot in the outdoors. How do you
guys help them do that?
Austin Albers 14:34
Yeah, absolutely. So, you know, information is key, you know, and so, you know, helping
them understand what's out there. And, you know, as students are moving in, you know,
there's a lot of you know a lot assets, you know, social media is a big one, and that's
where people go to, to, you know, to find information about the area, about the offerings.
And so, you know, one of our big focuses is, you know, is painting the true picture
of what's there. And in, we get compliments all day long about, people just didn't
realize that Arkansas was so beautiful. And, and you know, as a whole, I mean, all
across the state, it is beautiful, there's different changes as we go, but there's
different offerings, all the way across the state that are unique. And whether it's
the Delta, or the Buffalo National River, or even, you know, here in Northwest Arkansas,
on the mountain bike trail systems, you know, there's, there's so much here, but even
rivers and streams, you know, they changed, you have to, and so different experiences
across the state. So, you know, with that education, getting, you know, getting them
introduced to the outdoors, helping them understand the best first step, I think is
important, too, because you can get somebody in trouble if they're not experienced
or ready to experience, you know, certain activity. And so, you know, being able to
paint the picture accurately, being able to teach and, you know, and explain to them
is very important. And, and, you know, with that, I mean, obviously, at the University
of Arkansas across the state, you know, we've got a lot of diversity here. And so
we've got a, you know, a lot of ethnic groups that are coming from areas where they're
not used to getting outdoors, you know, they're not used to the outdoor recreation,
and they love it, they want to do it, but helping them understand the risk, but then
also the opportunity, and what's the best way to do it is to be able to create that
positive experience.
Brent Williams 16:30
You know, when I, when I think about the outdoors and think about Buffalo Outdoor
Center, and many of the other business participants, I would say, in the outdoor recreation
economy, I think, I think there's at least at least two that I can think of ways where
it really is going to affect us in the future from an economic development standpoint,
and one thing you just said, reminded me of that, you know, people moving in to the
area that haven't had a chance to experience the outdoors, like you can in Arkansas,
that makes this place pretty sticky. But then also tourism, which you've mentioned
in the past, so just as you're thinking forward for Arkansas, you know, for your business,
of course, but for Arkansas, or broadly, what what do you what do you think we're
gonna see in that respect,
Austin Albers 17:15
So, a big focus is quality of life. And so again, people moving here, you know, quality
of life, so the cost of living the opportunities, as far as you know, as far as jobs
and, and education, but then also, the experiences, and so, you know, with that, that,
you know, those experiences are going to increase quality of life. And, and, and so,
you know, from an economic development standpoint, or from an economic standpoint,
you know, when you have quality of life, and that's what a lot of people really, I
think, realized with COVID is, quality of life is really important. And being stuck
at home in the middle of, you know, a high rise building, you know, for weeks at a
time isn't, isn't fun. And so, you know, we're seeing a lot of people, you know, relocating
from larger cities, and, you know, different areas, and they're, you know, they're
relocating because of quality of life. And, and so, you know, with that, you know,
there's opportunity zones for entrepreneurs, there's opportunity zones for just employment
alone and, and with that, those experiences that anybody can create, and build a business
on will continue to grow, and it's going to help the economy in the state of Arkansas,
and the overall picture, people are going to continue to see Arkansas, you know, taking
a step above and, and climbing that ladder of, of, you know, we are, you know, outdoor
recreation, you know, we are that state, you know, we are the natural state.
Brent Williams 18:47
Absolutely. I could not agree with you more, and maybe I might dive in with you on
on one specific area, and that is paddling, you know, it seems to me that it seems
to me like there's growth really going to happen in that area in our future. I mean,
from of course, what what you're doing on the Buffalo River, there's a park that's
been built in Siloam Springs, I believe, and what momentum do you see there in our
in our economy?
Austin Albers 19:17
Just just like I was explaining with with regards to quality of life, the paddling
industry is an industry that is is changing, too. It's evolving, it's continuing to
change. You know, 30 years ago, people would go get on the river, rain or shine. It
didn't matter if it was freezing, or 90 degrees people were going and that's changed
a lot over the last, you know, 30 years. You know, a lot of people aren't interested
in being out there if it's a nasty day. And so with that, that's really kind of defined
the direction of paddling to a point but we also deal with, you know, the weather
so whether we have rainfall and with the Buffalo National River, again, it is all
based on rainfall, there's no dam, there's no there's no tributaries at the top to
feed it, it is its own tributary. And as you go down, I mean, there are other streams
that feed in. But, you know, so the further down the river you go, you know, the longer
you can paddle. But from a standpoint across the state, I mean, you've got the whitewater
park in Siloam Springs, you've got the Illinois River, you've got several rivers in
the bayou, you've got, I mean, there's opportunities all the way across the state
for paddling. And from a state but then it also a region where you are focusing on
opportunities to really look at locations where where we can add in more year round
paddling versus just specifically seasonal. And so adding accesses, you know, dealing
with with property owners, we're working with the Arkansas Game and Fish Commission,
we're working with different individuals from across the state, who all have the same
priority and in desire to help them grow that. And so there's going to be a wide a
wide opportunity for getting out and paddling and it's from whitewater to leisurely
floats and you know, floats through a bayou or through through a swampy area to experience
how you know that but the rivers around here are just gorgeous and the streams are
gorgeous, you know, and they all have something different to offer too, you know,
if you're on you know, on the, you know, down on the Mulberry or you're on the Kings
River, you're on the Buffalo River, you're on the Illinois, you're, you know, again,
you're you're traveling around, every river is different, every, you know, every experience
is a little bit different. And they all have different challenges as well.
Brent Williams 21:48
You know, might sort of shift gears on you just a little bit, we've talked about our
students, you know, in terms of getting them outdoors, I think increasingly more are
interested in working in the industry. And that is one thing that at the Walton College
that we're standing up programming, allowing them to get experience around the outdoor
recreation economy to see if it is a place where they could apply their skills, I'm
sure there's some unique opportunities and some unique challenges to try to work in
that industry.
Austin Albers 22:21
Yeah, there are, you know, with that, it's in the hospitality industry alone or the
outdoor recreational industry, it's a seven day a week, you know, operation, you know,
you don't close the doors, you know, Friday at five o'clock and go home, it's a seven
day a week operation. And so it takes someone who understands that, hey, I may have
to work on weekends. Or I may have to work, you know, lighter need, I may have to
work early in the morning, you know, it's a, it's, you know, it's a year round, 365
day, you know, operation from the overall picture. Now you can do certain seasonal
industries you can do, you know, like for us, you know, paddling is a seasonal thing,
we only paddle the Buffalo on the upper district where we're at typically March, April,
May and June. And then the rest of the year, it's too dry, every once awhile, you
may get a you know, a summer downpour that eventually will bring the river up or even
in fall, but it's pretty rare. But there are other rivers where, you know, you can
still paddle pretty much year round. And so, you know, part of that challenge is going
to be defining what you want to do, you know, as you know, your career or for an experience.
Are you okay with working on weekends? Are you okay with seasonality? Are you okay
with the hospitality industry, because that's really what it all ties into as well.
And so, you know, whether it's lodging or restaurant or all that ties into, into outdoor
recreation as well, because those experiences whether, you know, they're going out
and experiencing an adventure for a day, doing a guided trip, there's a guide company
here in Northwest Arkansas called 37 North and they do a lot of guided experiences.
And you can go do a guided experience, but then you're coming, you're gonna get lunch
or you're gonna eat dinner, or you're gonna go to, you know, go have a drink or something,
you know, with your buddies afterwards. Like there's, there's different things that
all come into play. And so it, it depends on, um, it's really a broad industry. That's
why it's the number two industry in the state of Arkansas and there's a good opportunity
to become the number one industry in the state of Arkansas because it it really is
broad as far as what you can do, and where you can go to work. And two, from the standpoint
of I mean, even somebody with a finance degree can stay in the financial side of it,
because with every business, as you understand, there's I mean, it takes HR, it takes,
you know, it takes benefits, it takes you know finance, it like there's a wide range
of what goes into operating a business and small businesses is going to have fewer
people, but the larger the businesses, then you're going to have more of those people
fulfilling those roles as well.
Brent Williams 25:08
Well, something you said made me think of, you know, again, going back to your background,
and maybe centering and concluding on our students. You know, you started in the finance
industry, you you've worked in transportation, some, you pivoted, and it seems like
you're in a spot that you truly enjoy. You've enjoyed growing the business, you told
me, you've added technology to the business, but just as you reflect over the last
15, 20 years, and as you think about our students, and what advice you might give
them, what's kind of a couple of nuggets that that you've learned that you think,
that you think one of our students could benefit from?
Austin Albers 25:48
Yeah absolutely. So that's a great question. And, and there's a lot it's in, it's
and, it's evolved over the years. In leadership, I always go back to this one nugget
that I just reflect on, but in any, in any situation, always be slow to react and
quick to praise. And there's a lot of I mean, just, when, when you're, when you're
working with people, when you're working with guests, employees, whoever it is, you
know, processing what's going on before you react is important, just because you just
never know who you're dealing with what the situation is, I learned that actually
from my finance background. And so with that, just, you know, reflecting on that,
but then also follow your passion. You know, for most of us, we get out of high school,
and we go to college, and we we may even graduate college, and we still don't know
what we want to do. And I, you know, I went from aviation, to engineering to finance
and like, kind of went around all of it and now I'm in the outdoor industry, do I
use it? I use it all. But at the end of the day, I didn't know what I wanted to do
until I got out there and started experiencing it and for me, it's the people it's,
it's the working with, with our guests that have come in the door every day, and seeing
the transformation on them from their experiences, and, you know, customer service,
because we are in the customer service industry. Customer service is a big thing.
And there's a wide range of customer service. And so dealing with people and you're
fixing the problem, we're dealing with people who are on vacation, and so getting
to deal with people who are on vacation, they're excited, you know, you see their
stress coming off, you see them, you know, creating these experiences with you know,
with their family with their friends. And so there's a there's a fulfillment there
that you received from just helping create these experiences because you're helping
someone better themselves, get a break, step away from whatever their stresses are
in their daily life and experience something fun and, and, and exhilarating. And all
in all experiences are perfect or great by any means. But they all come back with
a story at the end of the day so.
Brent Williams 28:11
Well I love your I love your real intentional focus on customer experience and creating
those experiences and leading your team that way and couldn't agree more about you
know, when you can in the moment, slow down right you know and, assess and not react
quickly. It was a great nugget. Well, Austin, I really appreciate you coming in and
joining the podcast. We're thankful for you as a Walton College alum. So thanks for
joining me today.
Austin Albers 28:42
Absolutely. Glad to be here and thanks for having me.
Brent Williams 28:44
Thank you.
On behalf of the Walton College thank you for joining us for this captivating conversation to stay connected and never miss an episode, simply search for Be Epic on your preferred podcast service.
Brent D. Williams is the Dean of the Sam M. Walton College of Business at the University of Arkansas.
With a deep commitment to fostering excellence in business education and thought leadership,
Dr. Williams brings a wealth of experience to his role, shaping the future of the
college and its impact on students and the business community.
