Mountain Bike Tourismand Community Development         in British Columbia:Critical Success Factors for the Future        ...
Overview• Why Community Tourism Development?• Community Benefits• How to get there• Research Findings• Recommendations for...
Intermission...Hornby Island, BC                                      Community Tourism Development
Why Community Tourism?         ...and why Mountain Biking...• gaining critical-mass• fastest growing segment in adventure ...
Potential Community Benefits• recreational opportunities     • youth / community social / health• destination awareness• t...
Economic Impact• Sea   to Sky Mountain Biking Economic Impact Study         (MBTA, 2006)• Outside visitors to the North Sh...
Critical Success Factors:• Community Champions / Stakeholders / Political Will• Infrastructure / Amenities / Supporting Se...
Community Champions /         Stakeholders / Political Will:• Mountain Bike Resorts• Commercial Tour Operators• Destinatio...
How to get there?• Develop regional cycling tourism initiative• ie: Touring and family trails (rails-to-trails)• Communica...
Contingent Factors                         (Emerging Clusters)                     Non-Contingent Factors                 ...
North Cowichan Case-Study• Identify bike-related activities currently in the region• Current issues / challenges / demogra...
Intermission...           Burnt Bridge, Cowichan Lake, B.C.Whale Paddle (2005) By Chris PaulTsartlip First Nations ArtistP...
VISTC Partnership Opportunities• Municipalities• Regional Districts• Destination Marketing/Management Organizations• Mount...
Summary   • This approach is applicable to any tourism product   • It’s all about Partnerships   • Conversations can revea...
Thank you!       Questions?        Ray Freeman          250.744.5653    LeftCoastInsights@shaw.ca  Ray.Freeman@RoyalRoads....
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Community Tourism Development Mtn Bike Strategy Presentation Ray Freeman - August 25 - 2011

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Mountain Bike Tourism & Community Development - Critical Success Factors - Strategy Presentation for the Vancouver Island Sport Tourism Council - August 25, 2011 - Port Alberni, BC

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Community Tourism Development Mtn Bike Strategy Presentation Ray Freeman - August 25 - 2011

  1. 1. Mountain Bike Tourismand Community Development in British Columbia:Critical Success Factors for the Future Vancouver Island Sport Tourism Council August 25, 2011 Presented by: Ray Freeman Community Tourism Development
  2. 2. Overview• Why Community Tourism Development?• Community Benefits• How to get there• Research Findings• Recommendations for Practice Community Tourism Development
  3. 3. Intermission...Hornby Island, BC Community Tourism Development
  4. 4. Why Community Tourism? ...and why Mountain Biking...• gaining critical-mass• fastest growing segment in adventure tourism• business/govt & social media momentum• cost-effective for communities• multiple potential benefits Community Tourism Development
  5. 5. Potential Community Benefits• recreational opportunities • youth / community social / health• destination awareness• tourism revenue, taxation revenue• community infrastructure• spin-offs for direct and indirect businesses• social capital• this list is NOT comprehensive Community Tourism Development
  6. 6. Economic Impact• Sea to Sky Mountain Biking Economic Impact Study (MBTA, 2006)• Outside visitors to the North Shore, Squamish, Whistler, Pemberton corridor• $10.3 m revenue (June 4 to September 16)• Whistler Mountain Bike Park $16.2 m• Crankworx Mountain Bike Festival $11.5 m Community Tourism Development
  7. 7. Critical Success Factors:• Community Champions / Stakeholders / Political Will• Infrastructure / Amenities / Supporting Services• Legislation / Regulatory Frameworks• Destination Marketing / Management• Physical Geography / Terrain / Trails• Funding Sources (Private / Public / In-Kind)• Mtn Bike Clubs / Schools / Camps / Programs• Mtn Bike Culture / Lifestyle / Events Community Tourism Development
  8. 8. Community Champions / Stakeholders / Political Will:• Mountain Bike Resorts• Commercial Tour Operators• Destination Marketing Organizations• First Nations• Industry Groups (Mountain Bike Clubs)• Mountain Bike Tourism Services (Accommodation, food, rental, transport)• Provincial Government Agencies• Regional & Municipal Governments• Trail Stewardship Groups• Private Landowners• Event Organizers (Festivals/Races)• Educational Institutions• Mountain Bike Consultants• Insurance Experts• Athletes & Professional Mountain BikersSource: Tourism BC, 2010 Community Tourism Development
  9. 9. How to get there?• Develop regional cycling tourism initiative• ie: Touring and family trails (rails-to-trails)• Communications with regional partners• Identify Critical Success Factors• Identify collaborative opportunities• Seek external knowledge / resources• Periodic evaluation of plan Community Tourism Development
  10. 10. Contingent Factors (Emerging Clusters) Non-Contingent Factors (Maturing Clusters)Innovation / Outlier Strategies / Alternative Factors and Approaches Community Tourism Development
  11. 11. North Cowichan Case-Study• Identify bike-related activities currently in the region• Current issues / challenges / demographics / trends• Range of potential opportunities & impacts• Create awareness among stakeholders• Alignment with OCP and Community Vision• Encourage Spin-Off benefits• Compare with other community (cycling) plans Community Tourism Development
  12. 12. Intermission... Burnt Bridge, Cowichan Lake, B.C.Whale Paddle (2005) By Chris PaulTsartlip First Nations ArtistPainted ash Community Tourism Development
  13. 13. VISTC Partnership Opportunities• Municipalities• Regional Districts• Destination Marketing/Management Organizations• Mountain Bike Tourism Association (Mountain Biking BC)• First Nations• Industry Groups (Mountain Bike Clubs)• Mountain Bike Tourism Services (Accommodation, food, rental,transport)• Provincial Government Agencies• Community Futures• Island Coastal Economic Trust• Event Organizers (Festivals/Races)• Educational Institutions• Consultants• Vancouver Island Health Authority• Corporate Sponsors• Service Clubs Community Tourism Development
  14. 14. Summary • This approach is applicable to any tourism product • It’s all about Partnerships • Conversations can reveal hidden resources • Strategic planning with a collective vision • It’s been done before!Conservation Drum (2006) By Chris PaulTsartlip First Nations ArtistPainted deer hide drum Community Tourism Development
  15. 15. Thank you! Questions? Ray Freeman 250.744.5653 LeftCoastInsights@shaw.ca Ray.Freeman@RoyalRoads.ca Twitter: LeftCoastInsitehttp://ca.linkedin.com/in/rayfreeman Also on Facebook! Community Tourism Development

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