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. Mountain Bike Tourism and 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. Overview • Why Community Tourism Development? • Community Benefits • How to get there • Research Findings • Recommendations for Practice Community Tourism Development
- 3. Intermission... Hornby Island, BC Community Tourism Development
- 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. 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. 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. 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. 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 Bikers Source: Tourism BC, 2010 Community Tourism Development
- 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. Contingent Factors (Emerging Clusters) Non-Contingent Factors (Maturing Clusters) Innovation / Outlier Strategies / Alternative Factors and Approaches Community Tourism Development
- 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. Intermission... Burnt Bridge, Cowichan Lake, B.C. Whale Paddle (2005) By Chris Paul Tsartlip First Nations Artist Painted ash Community Tourism Development
- 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. 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 Paul Tsartlip First Nations Artist Painted deer hide drum Community Tourism Development
- 15. Thank you! Questions? Ray Freeman 250.744.5653 LeftCoastInsights@shaw.ca Ray.Freeman@RoyalRoads.ca Twitter: LeftCoastInsite http://ca.linkedin.com/in/rayfreeman Also on Facebook! Community Tourism Development