Case Study: Texas Parks and Wildlife Department increases program participation and slashes reporting time with SAS LURES

TPWD introduces the right programs and operates more efficiently

The Texas Parks and Wildlife Department (TPWD) manages nearly 100 state parks and historical sites, dozens of wildlife areas and hatcheries, and millions of acres of public lands, but shifting social and demographic trends threatened its relevance. With 85% of Texans concentrated in nine urban centers, people spending up to 90% of their time indoors, and flat participation in hunting and fishing, TPWD needed better insight into who uses its services to target new customers, improve marketing and operate more efficiently.

TPWD implemented SAS Enterprise BI Server and built the License Utilization and Revenue Enhancement System (LURES) to link customer, license, parks and subscription data with GIS and CRM analytics. The agency used these insights to expand programs like Neighborhood Fishin’ for middle‑class Hispanic families in Houston, cut Big Time Texas Hunts mailing costs by 90% while boosting ROI 240%, and accelerate financial reconciliations from days to about an hour—improving participation, lowering costs and strengthening stewardship.

Texas Parks and Wildlife Department

Carter Smith

Executive Director