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Zooming Ahead:
The Triple Bottom Line of Bike Tourism
Jim Sayer * Adventure Cycling Association * www.adventurecycling.org
Pro-Walk/Pro-Bike/Pro-Place * Long Beach, CA * September 11, 2012
Zooming Ahead:
The Triple Bottom Line of Bike Tourism
Jim Sayer * Adventure Cycling Association * www.adventurecycling.org
Pro-Walk/Pro-Bike/Pro-Place * Long Beach, CA * September 11, 2012
www.adventurecycling.org
Competition
              Bike Tourism
OR video: http://www.youtube.com/watch?v=-a-r68dy4ls
“Oregon has identified road cycling and
mountain biking as a key strategy for
economic growth through tourism.”
Holly Macfee
Vice President, Global Brand Strategy
Travel Oregon
Wisconsin!
• Nearly a billion dollars for
  bike tourism




$924
million
Europe!
• 54 billion Euros for bike
  tourism




$70
billion
Lanesboro, MN (just 800 people)
        $25 million
41 states * 8 new US Routes in 2011-12
Michigan!
A Cycling Destination


US Bicycle Routes
20 & 35

• Local interest and support

• Mix of existing facilities

• Adjacent state and national links

• Statewide economic impact study
http://www.pedalmn.org/
The Triple Bottom
Line of Bicycle
Tourism


• Money
• Visibility
• Facilities
Money      Visibility




Combine with
                  Facilities
local-serving
                  & Networks
transportation
For traveling and
everyday cyclists
Seven Steps to the
Triple Bottom Line
1. Build and Brand Bike
   Facilities – Create
   Destinations

2. Build and Brand Local,
   Regional and State
   Networks

3. Connect with the U.S.
   Bicycle Route System

4. Connect with, educate,
   and utilize tourism and
   economic development
   agencies

5. Capture and connect with
   bike tourism interests
Seven Steps to the
Triple Bottom Line
6. Develop, promote,
   and cross-pollinate
   ALL types of bike
   tourism

  • Day tours

  • Bike Sharing

  • Bike Overnights

  • Events

  • Multi-Day Tours
Seven Steps to the
Triple Bottom Line
7. Attend Bike Tourism
   Sessions @ PWPBPP

   • Peer Expert Session
    @ 1:45 today – Room
    204 (near ballroom)

   • Oregon

   • Bicycle Route 66

   • U.S. Bicycle Routes
Time for the triple bottom line   www.adventurecycling.org

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#47 Getting the Bike Fix on Route 66 - Sullivan

  • 1. Zooming Ahead: The Triple Bottom Line of Bike Tourism Jim Sayer * Adventure Cycling Association * www.adventurecycling.org Pro-Walk/Pro-Bike/Pro-Place * Long Beach, CA * September 11, 2012
  • 2. Zooming Ahead: The Triple Bottom Line of Bike Tourism Jim Sayer * Adventure Cycling Association * www.adventurecycling.org Pro-Walk/Pro-Bike/Pro-Place * Long Beach, CA * September 11, 2012
  • 3.
  • 5. Competition Bike Tourism
  • 6.
  • 7.
  • 9.
  • 10.
  • 11. “Oregon has identified road cycling and mountain biking as a key strategy for economic growth through tourism.” Holly Macfee Vice President, Global Brand Strategy Travel Oregon
  • 12. Wisconsin! • Nearly a billion dollars for bike tourism $924 million
  • 13. Europe! • 54 billion Euros for bike tourism $70 billion
  • 14. Lanesboro, MN (just 800 people) $25 million
  • 15.
  • 16. 41 states * 8 new US Routes in 2011-12
  • 17. Michigan! A Cycling Destination US Bicycle Routes 20 & 35 • Local interest and support • Mix of existing facilities • Adjacent state and national links • Statewide economic impact study
  • 18.
  • 20. The Triple Bottom Line of Bicycle Tourism • Money • Visibility • Facilities
  • 21. Money Visibility Combine with Facilities local-serving & Networks transportation
  • 23. Seven Steps to the Triple Bottom Line 1. Build and Brand Bike Facilities – Create Destinations 2. Build and Brand Local, Regional and State Networks 3. Connect with the U.S. Bicycle Route System 4. Connect with, educate, and utilize tourism and economic development agencies 5. Capture and connect with bike tourism interests
  • 24. Seven Steps to the Triple Bottom Line 6. Develop, promote, and cross-pollinate ALL types of bike tourism • Day tours • Bike Sharing • Bike Overnights • Events • Multi-Day Tours
  • 25. Seven Steps to the Triple Bottom Line 7. Attend Bike Tourism Sessions @ PWPBPP • Peer Expert Session @ 1:45 today – Room 204 (near ballroom) • Oregon • Bicycle Route 66 • U.S. Bicycle Routes
  • 26. Time for the triple bottom line www.adventurecycling.org