JoAnne and Ken Cannell, owners of Indian Rock Camps in Grand Lake Stream, no longer rely only on fishing to attract customers.

''Grand Lake Stream has been known only as a fishing area,'' says JoAnne Cannell, who owns the camps with her husband, Ken. ''That's got to change.''

The bird-watchers were a coup for JoAnne Cannell, who worked with a nature tourism outfit in Bar Harbor to attract them for an overnight visit to this world-famous salmon fishing village. It was nice to have visitors at the camps in summer, a season when slower fishing means empty beds.

Cannell's efforts to diversify and expand her customer base reflects a realization at many sporting camps along the Eastern Maine Canoe Trail: They can no longer rely just on the spring and fall peaks fishing and hunting generate.

''That's why we're trying to develop interest in our natural resources such as hiking, bird-watching and photography,'' she says.

Grand Lake Stream is home to 23 Maine Guides, the highest concentration in the state. While they are known for their fishing and hunting skills, a few are starting to branch out into recreational guiding, such as leading kayak tours on West Grand Lake.

The local chamber of commerce is also trying to promote more family-oriented vacations. Aside from natural resources, the village features a history museum, tennis courts, gift shops and a state salmon hatchery. A folk art festival, now in its third season, draws thousands of people in late July.

The chamber recently began using modern technology to promote its century-old traditions. (See the chamber's Internet site at www.maineguide.com/grandlake/ chamber)

On Nicatous Lake, the new owners of the 68-year-old Nicatous Lodge are also looking for new customers. They have begun Friday night lobster bakes and invited the public by advertising in the Lincoln-area media. On their third night, they attracted 15 people.

Denise Betz, a co-owner, says she and her husband try to take weekly mountain bike rides on local tote roads to get a sense of the trail network. They'd eventually like to promote the lodge for biking in summer and cross-country ski touring in winter. This fall, they may advertise in the Portland area.

''We'd like to get people out of the city,'' she says.

One way to do that, Steve Norris has found, is to provide a relaxing atmosphere where people can essentially do nothing.

Norris and his wife, Nancy, own The Pines on lower Sysladobsis Lake. They're booked in July and August with customers, many from southern New England. They come with their families to swim, canoe, sunbathe and pick wild blueberries.

''They want the slower pace,'' Norris says. ''You get people from Boston, and they'll just sit and look at a tree or listen to a loon.''

More about sporting camps and the outdoors on the Internet

Maine Guides Online is a searchable site with information on recreational guides servicing outdoor activities in Maine, including: hunting, fishing, canoeing, rafting, snowmobiling.

The Maine Department of Inland Fisheries & Wildlife has a page with information on fishing, hunting, youth camps, wildlife programs and more.

The Maine Outdoor Sporting Guide has information about lots of different outdoor sports, and a special section on sporting camps.

Destination: Maine has a section with hunting stories and information.

Northern Maine Recreation provides a comprehensive look at what to do in Northern Maine. Plus information on the state's hunting seasons and hunting laws.