VeloCity Global 2012 - Presentation by Ray Freeman - Mountain Bike Tourism & Community Development, Critical Success Factors for the Future

1. MOUNTAIN BIKE TOURISM
AND COMMUNITY DEVELOPMENT
IN BRITISH COLUMBIA:
CRITICAL SUCCESS FACTORS
FOR THE FUTURE
Velo-City Global 2012
Vancouver – June 29th
Ray Freeman
Royal Roads University

2. Kalamalka Lake, Cosen’s Bay Trail, Okanagan Valley, Vernon, BC

3. TO EXPLORE...
 Critical Success Factors
...to support sustainable planning
 a Conceptual Framework
...for Community-Based Mountain
Bike Tourism Development

4. Hornby Island, BC

5. WHY MOUNTAIN BIKE TOURISM?
 gaining critical-mass globally
 cost-effective for communities
 leverages partnerships
 community benefits

6. COMMUNITY BENEFITS
 recreational opportunities
- youth / community social / health
 destination awareness
 tourism/taxation revenue
 community infrastructure
 spin-offs for business
 social capital

7. Mt. Seymour, North Shore of Vancouver, B.C.

8. SEA TO SKY CORRIDOR (CLUSTER EXAMPLE)
Mountain Bike Tourism
Source: http://www.sitesandtrailsbc.ca/documents/sea-to-sky-trail-strategy.pdf

9. 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

10. INTEGRATION STRATEGY
 REGIONAL initiative
 seek:Input / Knowledge /
Resources
 identify: Critical Success Factors
 develop: Key Offerings
 create: Implement / Evaluate

11. Conceptual Framework for Community-
Mountain Bike Tourism
Based Mountain Bike Tourism Development
CONTINGENT FACTORS
(EMERGING CLUSTERS)
Community
Physical
Champions /
Geography /
Stakeholders
Terrain /
/ Political
Trails
Will
Funding
Legislation / Sources
Regulatory (Public /
Frameworks Private / In-
Kind)

12. NON-CONTINGENT
FACTORS
(MATURING CLUSTERS)
Mountain
Bike Clubs /
Schools / Infrastructure
Camps / /Supporting
Programs Services
Mountain
Destination
Bike Culture
Marketing /
/ Lifestyle /
Mgmt
Events
Mountain Bike Tourism

13. Mountain Bike Tourism
Innovation / Outlier Strategies / Alternative Factors and Approaches

14. Shuttle Run, Mt. Prevost, Duncan / North Cowichan, B.C.

15. 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

16. 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

17. Mountain Bike Tourism
SEA 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

18. Super-D Race, Hartland, Victoria, BC

19. 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!

20. Burnt Bridge, Cowichan Lake, B.C.

21. Thank you!
QUESTIONS?
Ray.1Freeman@RoyalRoads.ca
LeftCoastInsights@shaw.ca
Twitter: @LeftCoastInsite
Skype: ray.freeman.ism