By CRAIG CROSBY

Staff Writer

Jim Murton has waited five years for a sign that all the hard work was worth it.

Monday, when the Raft Maine Association announced the number of people who went whitewater rafting in 2007 increased by as much as 16 percent, Murton finally had a reason to cheer.

"It's very positive," said Murton, president of Raft Maine and owner of North Country Rivers in Bingham. "It shows it's the beginning of an upward trend. Clearly the positive growth we saw this year is a very good."

But then, any upward trend would be viewed as a positive after five years of declining passenger numbers, said Wende Gray, managing director of Raft Maine. The number of rafters in Maine dropped more than 25 percent in the past eight years, to 68,000 in 2006 from 91,000 in 1999, according to the Maine Warden Service, which regulates whitewater boating in the state, and Raft Maine.

"To us, anything reversing the trend is great," she said. "I suppose if we gained .001 percent we'd be thrilled."

The preliminary numbers compiled the seven businesses that belong to Raft Maine, which represents more than 60 percent of the industry statewide, show a solid upward turn. The 176-day rafting season that ended on Oct. 13 saw a 4 percent increase in the number of passengers on the Kennebec River, 10 percent on the Penobscot and 16 percent on the Dead River.

After watching revenue drop from $15.9 million in 1999 to $13.1 million in 2005 (adjusted for 2007 inflation levels), there was about a $300,000 increase in spending between the 2006 and 2007 seasons, Gray said.

The improvement in the bottom line will make outfitters more likely to reinvest in their businesses, Gray said, thus adding amenities to attract more customers.

"If you're just covering your cost, you're not reinvesting in your company," Gray said.

Figures compiled by Florida Power & Light Co. indicate an increase of 1,291 guests on the Kennebec River, while preliminary reports from the Department of Inland Fisheries and Wildlife show an increase of just more than 600 passengers on the Penobscot, Gray said. Individual outfitters reports from the Dead River indicate increases between 15 and 35 percent, or 669 more rafters.

The Sept. 11, 2001, attacks and the increasing popularity of digital media and the Internet were primarily responsible for the downturn, Murton believes.

"People have a lot of options these days," he said. "The complexity of putting your message out to your customers has changed dramatically. We have a lot of competition. And we're not just competing with other tourist attractions in New England. It's really a global economy."

In response, businesses have been changing their business models. Outfitters have started offering expanded lodging facilities, camping and professional photography, to help attract an aging and changing population.

More people took advantage of those opportunities this year. Magic Falls Rafting Co.'s moose safaris, for examples, increased by 10 percent, Gray said.

Three Rivers Fun saw a 45 percent increase in the number of clients taking advantage of a combined sky diving and Penobscot rafting package. Moxie Outdoor Adventures' scenic float plane rides jumped more than 20 percent and were particularly popular with families, Gray said. The number of people taking advantage of ATV rentals now exceeds those renting snowmobiles at Murton's North Country Rivers.

"The brand recognition of Maine itself, the quality of services and trips the outfitters offer, it's always been good, but I think businesses themselves are more sophisticated and mature today, which allows them to take advantage of more opportunities," Murton said.

Gray believes the increase can also be attributed to Raft Maine's Travel Partners program.

"This year we had over 150 inns, campgrounds, restaurants and chamber information centers who displayed our brochures, posted a weekly whitewater report and had reciprocal Internet links," Gray said. "It's great to have that many salespeople out there talking about rafting to their guests."

Efforts by tourism offices, newspaper stories and working with trade associations also renewed interest in Maine rafting, Murton said.

"I think our marketing programs worked really well," Gray said. Gray said inquiries to Raft Maine were up 17 percent this season and requests for the 2008 season are especially strong from international travelers, meaning next year could see another increase sparked by visits from overseas guests.

The sinking value of the U.S. dollar will only reinforce that trend, Murton predicted.

"All of those trends have sustainability," he said.

Craig Crosby-861-9253

ccrosby@centralmaine.com