Changing demographics in rural states have been on the forefront of policymakers' minds. Trends such as high median age, low birth rates, and pronounced youth outmigration compound larger challenges of workforce and community development. Many rural states are promoting recreational and natural amenities as an attraction, hoping to lure established adult newcomers or returnees to resettle. However, it is unclear precisely how rural stakeholders perceive recreation to be an effective tool in attracting and retaining youth and young adults, beyond official branding strategies and campaigns. This study sought to identify macrosystem-level messaging circulating in stories told by stakeholders in education, workforce, and quality of life domains about how recreation relates to youth future orientation and decision making. Thirty-two data collection events (interviews or focus groups) with leaders in the policymaking, state administration, and youth-serving program areas in New Hampshire (NH) were conducted in 2020-2021. Themes were achieved using a story-based methodological approach guided by a master narrative conceptual framework, which states that macrosystem-level messaging impacts individual agency and decision-making. Four themes surrounding recreation emerged: 1) recreational opportunities are storied as less impactful on youth future orientation than educational and employment opportunities; 2) statewide branding focusing on outdoor recreational amenities and experiences may not be accessible or appealing to youth; 3) youth lack meaningful community engagement and leadership opportunities, resulting in low youth voice in community development initiatives; and 4) there is an assumption that youth will ultimately leave rural areas for educational, employment, and recreational opportunities elsewhere and return later as established adults. We make recommendations for recreation providers and stakeholders, including: 1) growing youth community attachment through recreation spaces and places in rural areas, 2) providing more inclusive forms of youth-focused state and community branding, 3) advocating for youth-focused recreation and civic engagement policy/programming, and 4) developing messaging resisting narratives insinuating recreation is unimportant in youth decision making and future orientation. Rural communities following these recommendations may enhance youth quality of life and contribute to a demographically diverse and thriving population.
