Project overview: Establish a strategic communication plan for the new 2025 park reservation system that helps visitors understand entrance requirements, is inclusive, and fosters a sense of belonging. 

How your support helps: The first reservation system was piloted in Yosemite National Park in 2020 due to the COVID-19 pandemic. In the ensuing years, the park has evaluated different systems and processes — from lotteries to timed entries to seasonal closures. Now, with the completion of the Visitor Access Management Plan, the National Park Service (NPS) plans to establish a new reservation system in Yosemite by early 2025. 

The new reservation system likely will be implemented in stages and iterated as park operations are modified to fit visitor needs. Throughout the year, direct and focused communication on the process will be essential for visitor understanding. With your support, NPS and Conservancy staff will work to guarantee that all visitors understand visitation requirements, that outreach is inclusive and fosters a sense of belonging for all people, and that gateway communities are prepared. This will include the creation and distribution of media files, banners, flyers, entrance-station signage, digital marketing and outreach for English speakers, and targeted marketing and outreach for Spanish speakers.  

This year: In 2025, NPS and Yosemite Conservancy staff will work closely to strategize and develop effective communications regarding park visitation and reservations. Methods will include signage and banners in all gateway communities, engagement tactics for Spanish speakers, an elevated digital presence, and permanent messaging on the Highway 41 corridor. 

Project partners: Yosemite National Park and Yosemite Conservancy