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His mission is to provide guided kayak tours on the Schuylkill

Hidden River Outfitters wants to raise awareness about Philly's "hidden" river.

Jason Mifflin, owner of Hidden River Outfitters along the canal behind the Manayunk Brewery in Manayunk. (Alejandro A. Alvarez / Staff Photographer)
Jason Mifflin, owner of Hidden River Outfitters along the canal behind the Manayunk Brewery in Manayunk. (Alejandro A. Alvarez / Staff Photographer)Read more

JASON MIFFLIN, 38, of Roxborough, owns Hidden River Outfitters, which provides guided kayak tours on the Schuylkill on Thursday evenings and weekends from May to October. Prices range from $40 per person for basic kayak tours to $75 for advanced tours. The company also offers paddleboard lessons at Penn's Landing for $50.

Q: How did you get involved with Hidden River Outfitters?

A: Several years ago I met a guy who was interested in starting kayak tours and told him I'd love to help. He called me and we started doing tours together for a couple of years and then I bought him out of the business in 2010.

Q: Where'd you get the money?

A: I put a little down but paid him off after two seasons, [the sales price] was around $18,000.

Q: How's the business work?

A: We have three docks - at Manayunk Brewery & Restaurant, Walnut Street at Schuylkill Banks and Penn's Landing Marina. We offer basic kayak tours, advanced kayak tours to Bartram's Garden and a movie-night kayak tour that concludes with an outdoor movie on the lawn at Schuylkill Banks. Manayunk tours include brunch and a Sunday jazz brunch.

Q: What about the guides?

A: We have two guides for every trip. They're all CPR-certified and experienced kayakers.

Q: How many tours per season?

A: I would say 40, with half from Manayunk and half from Walnut. I can arrange group specialty tours, such as a corporate package where people paddle, tour [Manayunk] brewery, sample a flight of beers, have lunch and make a day of it.

Q: Typically, how many people are on a group tour?

A: Generally, it's between 12 and 15. I average about 500 people through the kayak tours per season and 3,000 people down at Penn's Landing.

Q: Who are your customers?

A: Kids over age 8 to seniors. At least half the people who take tours have never paddled before. The majority are probably in the 20-to-40 age range.

Q: What's the sales pitch?

A: I want to bring more awareness about the Schuylkill. Most people don't know how much nature and wildlife is out here. On a tour we'll see turtles, wading birds, blue and green herons, egrets and fish jumping.

Q: How big a business is this?

A: I think we did around $35,000 in revenue last year.

Q: How many employees?

A: At Penn's Landing, we have four people who work every Saturday and Sunday. I have five guides that help me with kayak tours. My wife also helps on tours but mostly handles the books.

Q: Your biggest challenge?

A: Weather is one. Another is lack of marketing. I haven't focused more on it because this is a side business and I have a full-time job [coordinating volunteers] with the city's Department of Recreation.

Online: ph.ly/YourBusiness