Outdoor Thrills

Looking for an adventure? Western River Expeditions has just the trip for you. By Linda Thomson

A quiet Salt Lake office is far from the pounding rapids and tranquil still waters of the Colorado River, but the thrill of sweeping down scenic waterways is never far from Brandon Lake's mind.

Lake is vice president of Western River Expeditions, the largest outfitter in the Grand Canyon and a major outfitter for other river and canyon adventures. "It's a very energizing business, a fun business," Lake said. "In this business, your customers really like you."

He should know. Western River takes over 15,000 people out on once-in-a-lifetime expeditions every year - and would take more except that the federal government restricts the expansion of outfitters' businesses. Nevertheless, Western River keeps its clientele numbers constant mainly because people have such a good time.

There are trips for neophytes ("the rapids here are more moderate, but there's nothing modest about the scenery" the 36-page glossy advertising catalog reports about a three-day trip on a lower section of the Colorado River). There also are trips for those willing to take some chances. And there are exhilarating challenges for thrill-seekers.

Nature can be formidable; but Lake emphasizes that safety is a prime consideration. The idea is to help people have fun but in a safe way with trained guides and first-class equipment that customers most likely wouldn't be able to obtain on their own.

There are a wide variety of experiences from which to choose. Patrons can choose motorized or oar-powered trips, rubber rafts or wood dories, and a range of outings from a single day or to 21-day ventures. Trips include various sections of the Colorado, Green and Salmon rivers. The river vacations also can be combined with a stay at one of two guest ranches.

The trips range in price from less than $500 to slightly more than $2,000. As in so many areas of society, the influence of baby boomers has made its mark in this industry. The average age of people taking Great Western's six-day Grand Canyon trip down the Colorado River has climbed to between 45 and 60. "In the last 15 years or so, we have seen a marked difference in the type of people we're getting on the river. The baby boomers are affluent and have grown up being very active. They want to do things that are hands-on and adventurous - but they want soft adventures. They want the fun and thrills but in a pampered and controlled environment. They want to be safe when they do it."

Western River makes things about as comfy as the great outdoors is ever going to get. The company provides everything tourists need - various types of boats and rafts depending on the trip, all manner of camping equipment, cots and sleeping bags, waterproof containers to protect cameras and even gourmet meals that include such things as cherries jubilee and steaks grilled to order.

And that is a strong selling point for women. "It's definitely a vacation for ladies," Lake said. "If they go camping, they seem to do all the things they do at home - cooking, cleaning, running after the kids. On our trips, they're catered to."

About ten years ago, the male-female ratio on Western River trips was about 70-30. Today, it's about 50-50, with many single women giving river rafting a try, lots of single moms taking the kids out for fun and plenty of wives joining their husbands on these expeditions.

Lake said the company gets a lot of single moms, single dads and grandparents taking children on one Green River expedition that is especially popular with young people - youngsters must be at least 5 on this popular family trip.

That also can be combined with a two day stay at a deluxe working cattle ranch that is rich in history: Butch Cassidy, the Sundance Kid and other famous westerners hung out there. Children particularly love the ranch experience with the scenery, horseback riding, open air and the nearby areas with petroglyphs left by ancient Indians.

Western River also is finding a strong senior citizen market. "We're getting a lot of people in their 70s and even in their 80s," Lake said. "One gentleman was 89 and wanted to take his grandson. I was a little concerned and called his office. His secretary said she'd be glad to take a message and give it to him after he got back from hiking in the Sierra Nevadas."