WHY MOUNTAIN BIKE TOURISM? gaining critical-mass globally cost-effective for communities leverages partnerships community benefits
COMMUNITY BENEFITS recreational opportunities - youth / community social / health destination awareness tourism/taxation revenue community infrastructure spin-offs for business social capital
SEA TO SKY CORRIDOR (CLUSTER EXAMPLE) Mountain Bike Tourism Source: http://www.sitesandtrailsbc.ca/documents/sea-to-sky-trail-strategy.pdf
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 & Public-Sector Landowners Event Organizers (Festivals/Races) Educational Institutions Mountain Bike Consultants Insurance Experts Athletes & Professional Mountain Bikers Source: Tourism BC, 2010
Mountain Bike TourismInnovation / Outlier Strategies / Alternative Factors and Approaches
Shuttle Run, Mt. Prevost, Duncan / North Cowichan, B.C.
APPROACH 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 Compare with other community (cycling) plans Encourage Spin-Off benefits
EXAMPLES OF FUNDING SOURCES(PUBLIC / PRIVATE / IN-KIND) Municipality trails development / maintenance Bike clubs / volunteers IMBA Canada http://www.imbacanada.com/resources/fundraising/canadian-grants Community Futures BC Provincial Government (program examples) Bike BC ACT Now BC LocalMotion Island Coastal Economic Trust Cowichan Valley Regional District Cowichan Tribes Other Government (Health Authority) Corporate Sponsors Trans Canada Trail Other NGO’s Service Clubs
Mountain Bike TourismSEA TO SKY ECONOMIC IMPACT STUDY • Visitors to the North Shore, Squamish, Whistler, Pemberton corridor • $10.3 M revenue (June 4 to September 16, 2006) • Whistler Mountain Bike Park $16.2 M • Crankworx Mountain Bike Festival $11.5 M • $38 M cumulatively • Whistler: 1 millionth rider in 2011 (over 12 yrs) Source: MBTA, 2006
SUMMARY Conceptual Framework ...may be applied to other tourism experiences Successful Integration ...is all about Community Champions & Partnerships Conversations ...can reveal hidden resources & opportunities (Outliers) Strategic Planning ...requires a comprehensive, collective vision It’s been done before!