Joe owns and operates Wilderness Aware, one of the premier whitewater rafting companies in the Arkansas Valley. Joe and his wife Sue bought the company over 20 years ago and are based in Buena Vista. Joe has seen rafting and camping enhance his children's lives. He has also seen his clients grow from their experience of rafting a beautiful, pristine section of river like Browns Canyon. Joe speaks to the economic values of wilderness -- he would like to see the proposed Browns Canyon Wilderenss officially designated as wilderness so that he can promote the fact to his clients and attract more business. He also feels that the preservation of the wild viewshed in Browns Canyon is essential to his business, as most of his trips are run through that section of the Arkansas River. Rafting and kayaking on the Arkansas River, one of the most commercially rafted rivers in the world, brings an enormous amount of economic benefit to local businesses and Chaffee County.