The University of Southern Maine’s Survey Research Center at the Catherine Cutler Institute has released findings from the 2025 Workforce Needs and Assessment Survey, providing new insights into workforce challenges and opportunities within Maine’s growing $3.4 billion outdoor recreation economy.
Commissioned by Maine Outdoor Brands in partnership with the Maine Office of Outdoor Recreation, the statewide survey captured responses from 100 outdoor companies and organizations. These respondents represent a broad range of industries, both large and small, across the state of Maine. The results show rising demand for skilled employees while also identifying persistent barriers to attracting and retaining workers.
This research marks the second time the Survey Research Center has led a comprehensive workforce assessment for Maine’s outdoor industry. The Center’s experienced research team, led by Margaret Gormley and Clare Murray, first designed and administered the survey in 2021. The current survey brings these findings up to date and highlights areas that have changed, providing data-driven insights to inform workforce development strategies.
Key findings from the survey include:
- Forty-three percent (43%) of employers reported that they were currently understaffed.
- More than half (57%) said they expected to increase hiring over the next four years.
- Many employers reported a willingness to hire underqualified candidates and do internal training and/or mentoring.
- Employers reported that they would prioritize teamwork and collaboration, critical thinking and problem solving, communication (written, oral, nonverbal), and leadership skills when hiring.
- Housing options and cost of living were identified as the largest barriers to both recruiting and retaining new hires.
- Quality of life was thought not to be a barrier to recruiting or retaining by the majority of employers.
- The majority of employers said they preferred to employ those with an advanced education credential (certificate or degree).
The full report, authored by the Survey Research Center’s Robyn Dumont, is available here.
About the Survey Research Center at the Catherine Cutler Institute
The Survey Research Center (SRC) at the University of Southern Maine’s Catherine Cutler Institute is a trusted leader in survey design, data collection, and analysis. With decades of experience conducting surveys for public, nonprofit, and private sector partners, the SRC provides reliable data to inform policy decisions and strengthen Maine’s communities and economy.