Vancouver Island Sport Tourism Council - Mtn Bike Tourism presentation Ray Freeman - June 23 - 2011 pdf

Mountain Bike Tourism

Mountain Bike Tourism and Community Development

in British Columbia:

Critical Success Factors

Presented by:

Ray Freeman

Vancouver Island Sport Tourism Council

June 23, 2011


Overview

• Why Mountain Bike Tourism?

• Community Benefits

• How to get there

• Research Findings

• Recommendations for Practice


Intermission...

Kalamalka Lake, Cosen’s Bay Trail, Vernon, BC


Why Mountain Bike Tourism?

• gaining critical-mass

• fastest growing segment in adventure tourism

• business/govt & social media momentum

• cost-effective for communities

• multiple potential benefits


Intermission...

Hornby Island, BC


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


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


How to get there?

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


How to get there?

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


How to get there?

Mountain Biking Product:

• Bike Parks/lift accessed biking

• Local trails for freeriding & cross-country biking

• Touring and family trails (ie: rails-to-trails)

• Epic Rides

• Races, Festivals & Events

• Mountain Bike Camps

• Community-based programs

Source: MTBA, 2010


How to get there?

Stakeholder Integration:

• Identify salient stakeholders

• Inclusive yet selective process

• Strong leadership / facilitation / champions

• Community vision / strategic planning

• Build social capital / collaborative experience

• Participant / visitor experience-orientation


How to get there?

Example:

• 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


Intermission...

Transporters (2008) By Chris Paul

Tsartlip First Nations Artist

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


Conceptual Framework for Community-Based

Mountain Bike Tourism Development

Critical Success Factors (Wilson, et al, 2001)

Basic Elements for Mtn Bike Tourism (MTBA, 2010)

BC Community Development Assessment Framework (Tourism BC, 2008)

Delphi study (Freeman, 2011)

*Data derived from Graduate Paper submitted in partial fulfillment of the requirements

for the Degree of Master of Arts in Tourism Management at Royal Roads University


Contingent Factors

(Emerging Clusters)

Non-Contingent Factors

(Maturing Clusters)

Innovation / Outlier Strategies / Alternative Factors and Approaches


Intermission...

Teachers Drum (2004) By Chris Paul


Painted deer hide drum

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


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


N.C. Funding Sources(Public / Private / In-Kind)

• Municipality trails development / maintenance

• Bike clubs / volunteers

• IMBA Canadahttp://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


Intermission...

Whale Paddle (2005) By Chris Paul


Painted ash

Burnt Bridge, Cowichan Lake, B.C.


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


Painted deer hide drum


Final Intermission...

Super-D Race, Hartland, Victoria, BC


Thank you!

Questions?

Ray Freeman

250.744.5653

[email protected]

Twitter: LeftCoastInsite

http://ca.linkedin.com/in/rayfreeman

Also on Facebook!

Sports

Vancouver Island Sport Tourism Council - Mtn Bike Tourism presentation Ray Freeman - June 23 - 2011 pdf