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Mountain Bike Tourism
and Community Development
        in British Columbia:

    Critical Success Factors

      Vancouver Island Sport
         Tourism Council
           June 23, 2011


           Presented by:

          Ray Freeman

                               Mountain Bike Tourism
Overview
• Why Mountain Bike Tourism?

• Community Benefits

• How to get there

• Research Findings

• Recommendations for Practice
                                 Mountain Bike Tourism
Intermission...




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


                                                     Mountain Bike Tourism
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

                                   Mountain Bike Tourism
Intermission...




Hornby Island, BC


                                      Mountain Bike Tourism
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
                                           Mountain Bike Tourism
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                               Mountain Bike Tourism
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

                                                     Mountain Bike Tourism
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
                                                            Mountain Bike Tourism
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
                                               Mountain Bike Tourism
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


                                            Mountain Bike Tourism
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
                                               Mountain Bike Tourism
Intermission...




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



Transporters (2008) By Chris Paul
Tsartlip First Nations Artist                                     Mountain Bike Tourism
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


                                                                     Mountain Bike Tourism
Contingent Factors
                         (Emerging Clusters)




                     Non-Contingent Factors
                       (Maturing Clusters)


Innovation / Outlier Strategies / Alternative Factors and Approaches


                                                              Mountain Bike Tourism
Intermission...




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

Teachers Drum (2004) By Chris Paul
Tsartlip First Nations Artist
Painted deer hide drum                                             Mountain Bike Tourism
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



                                             Mountain Bike Tourism
N.C. 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 Tourism
Intermission...




           Burnt Bridge, Cowichan Lake, B.C.

Whale Paddle (2005) By Chris Paul
Tsartlip First Nations Artist
Painted ash                                                      Mountain Bike Tourism
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                             Mountain Bike Tourism
Final Intermission...




Super-D Race, Hartland, Victoria, BC

                                         Mountain Bike Tourism
Thank you!

       Questions?

        Ray Freeman
          250.744.5653

    LeftCoastInsights@shaw.ca

      Twitter: LeftCoastInsite

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

        Also on Facebook!




                                       Mountain Bike Tourism

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

  • 1. Mountain Bike Tourism and Community Development in British Columbia: Critical Success Factors Vancouver Island Sport Tourism Council June 23, 2011 Presented by: Ray Freeman Mountain Bike Tourism
  • 2. Overview • Why Mountain Bike Tourism? • Community Benefits • How to get there • Research Findings • Recommendations for Practice Mountain Bike Tourism
  • 3. Intermission... Kalamalka Lake, Cosen’s Bay Trail, Vernon, BC Mountain Bike Tourism
  • 4. 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 Mountain Bike Tourism
  • 5. Intermission... Hornby Island, BC Mountain Bike Tourism
  • 6. 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 Mountain Bike Tourism
  • 7. 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 Mountain Bike Tourism
  • 8. 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 Mountain Bike Tourism
  • 9. 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 Mountain Bike Tourism
  • 10. 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 Mountain Bike Tourism
  • 11. 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 Mountain Bike Tourism
  • 12. 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 Mountain Bike Tourism
  • 13. Intermission... Mt. Seymour, North Shore of Vancouver, B.C. Transporters (2008) By Chris Paul Tsartlip First Nations Artist Mountain Bike Tourism
  • 14. 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 Mountain Bike Tourism
  • 15. Contingent Factors (Emerging Clusters) Non-Contingent Factors (Maturing Clusters) Innovation / Outlier Strategies / Alternative Factors and Approaches Mountain Bike Tourism
  • 16. Intermission... Shuttle Run, Mt. Prevost, Duncan / North Cowichan, B.C. Teachers Drum (2004) By Chris Paul Tsartlip First Nations Artist Painted deer hide drum Mountain Bike Tourism
  • 17. 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 Mountain Bike Tourism
  • 18. N.C. 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 Tourism
  • 19. Intermission... Burnt Bridge, Cowichan Lake, B.C. Whale Paddle (2005) By Chris Paul Tsartlip First Nations Artist Painted ash Mountain Bike Tourism
  • 20. 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 Mountain Bike Tourism
  • 21. Final Intermission... Super-D Race, Hartland, Victoria, BC Mountain Bike Tourism
  • 22. Thank you! Questions? Ray Freeman 250.744.5653 LeftCoastInsights@shaw.ca Twitter: LeftCoastInsite http://ca.linkedin.com/in/rayfreeman Also on Facebook! Mountain Bike Tourism