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Taking the mountain to the people
Taking the mountain to the people
Taking the mountain to the people
Taking the mountain to the people
Taking the mountain to the people
Taking the mountain to the people
Taking the mountain to the people
Taking the mountain to the people
Taking the mountain to the people
Taking the mountain to the people
Taking the mountain to the people
Taking the mountain to the people
Taking the mountain to the people
Taking the mountain to the people
Taking the mountain to the people
Taking the mountain to the people
Taking the mountain to the people
Taking the mountain to the people
Taking the mountain to the people
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Taking the mountain to the people

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  • 1. Taking the mountain to the people Ian Warby @CTC_MTB
  • 2.  
  • 3.  
  • 4.  
  • 5. What’s our context? Product People Funds
  • 6. The Power of Potential What Where When Who How
  • 7.  
  • 8. Scottish Enterprise Economic Survey Results <ul><li>Economic Impact (2009) </li></ul><ul><ul><ul><li>Expenditure £119m p.a . </li></ul></ul></ul><ul><ul><ul><li>3,470 jobs </li></ul></ul></ul><ul><ul><ul><li>Gross Value Add (GVA) £68m p.a . </li></ul></ul></ul><ul><ul><ul><li>Potential growth in next 5 years = 35% </li></ul></ul></ul>
  • 9. Visit Cornwall Economic Survey Results <ul><li>Day &amp; staying cyclists spend </li></ul><ul><ul><ul><li>£81.2 + £129.2m in South West </li></ul></ul></ul><ul><li>Current demand 4m - 8m trips per year </li></ul><ul><li>Great potential for growth </li></ul>
  • 10. CYCLING Transport Planning Health Sport &amp; recreation Environment Education Decongestion Road Safety Air quality Climate change Accessibility School Travel PE/School Sport Sustainable Communities Growth areas Countryside Tourism Sport Physical Activity Public Health Access to health care Government Policy Areas &amp; Cycling
  • 11. Reasons for funding <ul><li>Countryside – rural isolation – inclusivity of access – economic development </li></ul><ul><li>Sport – physical inactivity </li></ul><ul><li>Recreation – packaged &amp; managed risk </li></ul><ul><li>Health – obesity and wellbeing </li></ul><ul><li>Climate change – UK holidays </li></ul><ul><li>Social inclusion – transport &amp; health inequality – crime reduction – countryside use </li></ul>
  • 12. Developing Mountain Biking in Scotland Consortium <ul><li>Including: </li></ul><ul><ul><li>Scottish Cycling </li></ul></ul><ul><ul><li>Forestry Commission Scotland </li></ul></ul><ul><ul><li>Scottish Natural Heritage </li></ul></ul><ul><ul><li>NHS Scotland </li></ul></ul><ul><ul><li>CTC </li></ul></ul><ul><ul><li>VisitScotland </li></ul></ul><ul><ul><li>EventScotland </li></ul></ul><ul><ul><li>Cycling Scotland </li></ul></ul><ul><ul><li>Scottish Enterprise </li></ul></ul><ul><ul><li>Highlands &amp; Islands Enterprise </li></ul></ul><ul><ul><li>IMBA </li></ul></ul>
  • 13. 1SW Development Consortium <ul><li>Including: </li></ul><ul><ul><li>Forestry Commission </li></ul></ul><ul><ul><li>Sport England </li></ul></ul><ul><ul><li>South West Tourism </li></ul></ul><ul><ul><li>CTC </li></ul></ul><ul><ul><li>South West Woodland Renaissance </li></ul></ul><ul><ul><li>British Cycling </li></ul></ul><ul><ul><li>South West Lakes Trust </li></ul></ul><ul><ul><li>Devon County Council </li></ul></ul><ul><ul><li>Active Devon </li></ul></ul><ul><ul><li>National Trust </li></ul></ul><ul><ul><li>Bristol City Council </li></ul></ul><ul><ul><li>IMBA </li></ul></ul>
  • 14. Core Project Objectives <ul><li>Tourism and Economic development </li></ul><ul><ul><li>To increase mountain biking visitor numbers. (DMTBinS set the ambitious target of a 50% over the next 5 years ) </li></ul></ul><ul><li>Inshore Activities </li></ul><ul><ul><li>Something to do inland that takes advantage of the visitor to the area. Targeting Purists through to Accidentals (1SW) </li></ul></ul><ul><li>Increased participation </li></ul><ul><ul><li>To increase participation in mountain biking by 25% over the same period (DMTBinS) </li></ul></ul>
  • 15. “ If you build it they will come”
  • 16. Headline Project Outputs <ul><li>1SW </li></ul><ul><ul><li>Creating hub sites with partners </li></ul></ul><ul><ul><li>Mapping existing off-road trails </li></ul></ul><ul><ul><li>Creation of family cycling sites (South West Lakes) </li></ul></ul><ul><ul><li>Promotion through new media – Website, Twitter etc. </li></ul></ul><ul><li>DMTBinS </li></ul><ul><ul><li>Creating Regional Clusters </li></ul></ul><ul><ul><li>Creating route maps and local information </li></ul></ul><ul><ul><li>Development of guidance aimed at business, clubs and individuals </li></ul></ul><ul><ul><li>Promotion through new media – Website, Twitter ect </li></ul></ul>
  • 17. Essentials <ul><li>Accessible? </li></ul><ul><ul><li>Local - Urban </li></ul></ul><ul><ul><li>Well publicised – Keep it simple </li></ul></ul><ul><ul><li>Regular - 30 minutes a day? </li></ul></ul><ul><ul><li>Reached by public transport </li></ul></ul><ul><ul><li>Hired and borrowed bikes </li></ul></ul><ul><ul><li>Progressive </li></ul></ul><ul><ul><li>Training opportunities </li></ul></ul><ul><ul><li>At the holiday venue or easily accessible </li></ul></ul><ul><ul><li>Accessible by minority groups </li></ul></ul><ul><ul><li>Packaged </li></ul></ul><ul><ul><li>Carbon neutral, sustainable </li></ul></ul>
  • 18. Vision Keep It Simple <ul><li>Active, all ages, all abilities, fun and engaging </li></ul><ul><li>More money retained in the local/Island economy </li></ul><ul><li>Create Assets for the Community </li></ul><ul><li>Creating engaging communities (Clubs &amp; Groups) </li></ul><ul><li>Promoting Local Communities </li></ul><ul><li>Building local businesses and job creation </li></ul><ul><li>Healthier, wealthier and greener </li></ul>
  • 19. <ul><ul><li>Ian Warby </li></ul></ul><ul><ul><li>Senior Support Officer – CTC MTB </li></ul></ul><ul><ul><li>E-mail: ian.warby@ctc.org.uk </li></ul></ul><ul><ul><li>Office: 01483 238335 </li></ul></ul><ul><ul><li>Mobile: 07776 203803 </li></ul></ul><ul><ul><li>www.ctc.org.uk/mtb </li></ul></ul>Thank You

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