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WORKSHOP 5b: BIYCLE TOURISM & OUTDOOR

RECREATIONSTILLAGUAMISH AND SAUK RIVER VALLEYS

RURAL TOURISM WORKSHOP SERIES

WORKSHOP 5: BICYCLE TOURISM & OUTDOOR RECREATION

OVERVIEWOutdoor recreation is an important economic sector, and has many connections with tourism. Bicycling is one of the most popular outdoor recreation activities in the United States, with over 43 million people road riding or mountain biking in 2012. Matching this trend in recreation, bicycle tourism continues to grow, and Snohomish County, with numerous existing and potential assets throughout the county, is ripe to take advantage of this fast growing, and lucrative travel sector. Communities benefit both economically, and aesthetically from visitors who choose to ride a bicycle as part of their visit.

Participants will: 1. Increase knowledge of the outdoor recreation and bicycle tourism

industry 2. Develop an understanding of the area’s assets best suited for

bicycle tourism development 3. Understand opportunities and challenges the region faces in

developing bicycle tourism 4. Build an environment of cooperation and support with a common

purpose 5. Create a strategy to support and improve bicycle tourism, and

explore the many characteristics of road and dirt riding

SUGGESTED RULES OF THE WORKSHOP SERIES Be present and open-minded. No distractions (silence cell phones, please). Be respectful and courteous: be open to differing opinions. Switch seats and meet new people. Be prepared. Follow-up on actions you committed to. Be on time. Sessions and breaks will start and end on time. Have fun!

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WORKSHOP 5: AGENDA Monday, May 16, 2016 - 8:30 am - 4:00 pm8:30 am Welcome & Registration9:00 am Introduction and Welcome, Agenda overview

Participant Introductions Review past workshops

Introduction to Outdoor RecreationOverview of Adventure Travel and market segmentsUnderstanding the Bicycle Tourism IndustryLearning through case studies:Road Cycling – Detroit, MIMountain Biking – Whistler, B.C.Emerging – Otago Rail Trail, New Zealand

What does your region have to offer?How to be bike friendlyAsset identification

12:00 pm Lunch 1:00 pm Panel discussion:

Scott Bricker – Destination Development Manager, Travel Oregon

Barb Chamberlain – Chief Strategic Officer, Cascade Bicycle Club

Yvonne Kraus – Executive Director, Evergreen Mountain Bike Alliance

Todd Starnes – President & Co-Owner, Bicycle Adventures Inc.

How to reach the market



Product DevelopmentIdentifying Opportunities & Challenges

4:00 pm Adjourn!RECAP OF ADVENTURE TRAVEL Adventure Travel has grown rapidly in the last decade. In 2008 it was valued at $89 billion. By 2013 the market is estimated at $263 billion (Adventure Tourism Market Study 2013 - ATTA, 2013). Part of the increase is due to tourists seeking new experiences and destinations. Additionally, the study found that average per trip spending increased from $593 in 2009 to $947. Adventure Travelers are more likely than non-adventure travelers to use professional services such as guides, tour operators, and instructors.

Who are the people who are participating in outdoor recreation while traveling? From the Adventure Tourism Market Study 2013 (ATTA, 2013), we learn that 40% of all travelers have engaged in an adventure activity on past travel. In the 2014 U.S. Adventure Pulse Survey, The Adventure Travel Trade Association (ATTA) found that one quarter of all survey participants listed an adventure activity as their main activity on their last trip. Based upon the data from this sub-group, they classified Adventure Travelers into three segments: Adventure Grazers, Adventurers, and Adventure Enthusiasts. The Adventure Pulse data allows us to go beyond basic gender and age categorizations of clientele to inform their product development and marketing efforts with a more nuanced view of potential clients. It should be noted that 15% of survey respondents have “tried an adventure activity in the past”. ATTA classifies this group as “Up-and-coming adventurers”. The remainder of the survey respondents, 33%, were identified as “mainstream travelers”.

Adventure Grazer: 24% of Travelers Younger professional (18 - 40), equally male or female



Novice and first-time participant of adventure activities Accepts moderate risk Key motivator: Time spent with family and / or friends Key motivator: Wants to accomplish something 36% booked with a tour operator Household income $75k Media Preference: New Media (social networks, blogs)

Adventurer: 20% of Travelers Skews middle-aged and female, with children (51% unmarried) Intermediate and repeat participants in a favorite adventure activity Accepts moderate risk, but through acquiring proficiency in activities

undertaken Key motivator: Relaxation, change of pace, escape, family time Key motivator: Wants to accomplish something 37% booked with a tour operator Household income $75k Media Preference: New Media (social networks, blogs)

Adventure Enthusiast: 8% of Travelers Skews boomer and male Advanced, skilled practitioners of a favorite adventure activity Accepts high risk, thrives on building proficiency and expertise Most educated of the three segments (70% college or above) Key motivator: excitement, push their limits Key motivator: Experience emerging destinations 48% booked with a tour operator Household income $81k Media Preference: Traditional Media (TV, magazines, newspapers)

Top magazines (print and online) being read by Adventure Travelers are:Rank Magazine



1 National Geographic2 Cosmopolitan3 National Geographic Traveler4 Men’s Health5 National Geographic Adventure 6 Vogue7 Glamour8 Reader’s Digest9 Elle10 Local Daily Newspapers

WHAT IS OUTDOOR RECREATION?Outdoor recreation includes activities that occur outdoors in an urban and man-made environment as well as those activities traditionally associated with the natural environment (Phipps, 1991:1). According to the Outdoor Industry Association, outdoor recreation in Washington generated $22 billion in consumer spending, with $4.6 billion coming from out-of-state visitors, and contributing to 227,000 direct jobs.



Most popular adult outdoor activities By Participation rate, ages 25+ Ran

kActivity Percent of

adultsNumber of

participants1 Running, Jogging 16.2% 33.8 million



and Trail running2 Fishing (Fresh,

Salt and Fly)14.8% 31.0 million

3 Bicycling (Road, Mountain and BMX)

13.1% 27.4 million

4 Hiking 11.4% 23.8 million5 Camping (Car,

Backyard and RV)

10.6% 22.1 million

(The Outdoor Foundation - Outdoor Recreation Participation: Topline Report, 2014)

Favorite adult outdoor activities By Frequency of Participation, ages 25+ Ran

kActivity Average Outings Per

Participant1 Running, Jogging and Trail

running81.4 outings

2 Bicycling (Road, Mountain and BMX)

51.7 outings

3 Birdwatching 37.7 outings4 Wildlife Viewing 25.2 outings5 Hunting 24.2 outings

(The Outdoor Foundation - Outdoor Recreation Participation: Topline Report, 2014)

The above activities do not necessarily relate to travel, however it is useful to note assuming what people are participating in for leisure time at home they are likely to want to do while traveling.



The Economic Contributions of Outdoor Recreation: Technical Report on Methods and Findings (Southwick Associates, 2013) Average trip spending per category:

Trail Bicycle Camp Snow WaterDay Trips

$60 $44 $165 $191 $59

Overnight Trips

$149 $151 $292 $477 $171

Total Number of Overnight Trips: US

229,219,548

189,116,749

263,340,358

51,712,944

60,581,330

Number of Overnight Trips: OR

3,409,891 1,739,679 4,499,454 304,063 10,589,806

Unlike the research from the 2014 Topline Report (see above), in this study, “Trail” combined running, hiking, and climbing.

Once participants in the above activities travel roughly over 50 miles to do their activity, they become travelers. As we learn from the above definition by The Adventure Travel Trade Association (ATTA), outdoor recreation can be a component of Adventure Travel, but there is also the cultural piece that is as important. For example, a bicycling and brew tour would be an example of Adventure Travel, as it combines culture and activity.



UNDERSTANDING THE BICYCLE TOURISM INDUSTRYBicycle tourism is a subsection of outdoor recreation and adventure travel. It can be defined as any travel-related activity, for the purpose of pleasure, which incorporates a bicycle (The Path Less Pedaled,2013). Nationally, the bicycle industry has been pedaling forward. According to the Outdoor Recreation Participation Report in 2011 over a quarter of all Americans bicycle, more Americans cycle than golf, ski, or play tennis combined, and for every car sold, three bikes are sold. This industry contributes $133 billion annually to the U.S. economy and supports 1.1 million jobs (Outdoor Industry Foundation, 2016).

In Washington, recreational bicyclists spend $3.1 billion per year statewide and bicycling is the third largest outdoor recreational activity in the state by total expenditures (Earth Economics, 2016). Statewide policies and infrastructure have positioned Washington as a leader in the bicycle industry, and thus positioning itself well for bicycle tourism. The League of American Bicyclists has ranked Washington as the number one Bicycle Friendly State for the past eight years! This can be contributed to its 14 Bicycle Friendly Communities and the nation’s largest statewide club, Cascade Bicycle Club with more than 16,000 members. Moreover, Washington’s has 1,057 miles of rail-trails, as well as the nation longest rail-trail, the John Wayne Pioneer (RailtoTrail,



2015). In 2016, Washington bicyclist travelers created a 96% impact to local economies, spending $3 billion on travel, lodging, and supplies, and $112 million on equipment (Outdoor Industry Foundation, 2016).

BICYCLE TOURISM SEGMENTSRoad CyclingRoad cycling does not have to be the Tour de France. Within this segment there are day riders, who are destination driven and are looking for diverse ride options. These can be your family trips through town or visiting friends. There are also multi-day / touring riders who could be self-supported or event driven. For these riders, think of Seattle-to-Portland or cross-country bikers. Road cyclists are typically looking for an experience and challenge. Their demographic skews male, age 35-54, with a bachelors or master’s degree, and 58% have a household income above $75,000 (Oregon Bicycle Travel Study, 2012).

Detroit, MI – Bike ToursThere are many perceptions of Detroit. A rich history and culture is one of those perceptions. Much of Michigan’s economy is on the upswing and Detroit specifically, has honed in on sharing its rich history and culture to bring in tourists. Although Detroit is known as the Motor City, bicycle tourism has provided them with the ability to easily maneuver travelers through the city to show them local areas. The total annual economic impact of bicycling in the area is $20.7 million (Community & Economic Benefits of Bicycling in Michigan, 2014). The two companies and tour below exemplify a city combining tourism activities to create a unique experience of road cycling.Two tour companies have harnessed niche bicycle tourism. Motor City Brew Tours (motorcitybrewtours.com) offers locally guided bike tours throughout the city. While riding, participants learn about the area’s history and stop at several local breweries. Topics are diverse, from the impacts and history of prohibition, automotive history, and of



course brewery history. They also host an event called Tour de Hops. WheelHouse Detroit (www.wheelhousedetroit.com) offers bike repairs, rentals, and locally guided bike tours. Similarly, these itineraries range from architecture, public art, music heritage, to urban agriculture. The city also hosts Tour de Troit, which is the largest bicycling touring event in the state, with about 6,000 riders pedaling 30 miles. They have raised $160,000 to build greenways and 17 miles of bicycle lanes in the city.

Mountain BikingThere are many different types of mountain biking: trail biking, cross country, downhill, freeride, or touring. According to IMBA (International Mountain Biking Association), mountain bikers are looking for a variety of difficulty in terrain and are drawn by scenery, reputation, and the number of trail miles. Mountain biker demographics skew 35-54 year-old males, with a high income (64% have above 75k) and a bachelors or master’s degree (Oregon Bicycle Travel Study, 2012). A study done in 1997 by Colorado State University found that mountain bikers stayed an average of 3-5 nights and spent $60-100 a day (Fix & Loomis, 1997, Economic Impact of Mountain Biking).

Whistler, B.C.While many may know Whistler from the 2010 Winter Olympics, it is important to note that Whistler actually receives more visitors in the summer: 56% of its annual visitors, totaling 2.3 million visitors (Destination B.C., Mountain Bike Tourism, 2015). Mountain biking is at the top of the list of summer attractions, taking off in the early 1990’s when the local government, volunteers, and surrounding business took notice of the potential impact. (Note the complete “triangle” for a successful destination.)They now have 70 well-crafted trails and unique ski-lift accessible trails. They are known for their fast flowing lines with multiple jumps,



opportunities for big air, and their trend-setting ski-lift access. Their Comfortably Numb Trail has been designated as ‘Epic’ by IMBA, making it and their A-Line Trail internationally recognized. Also, Whistler has teamed up with the mountain biking festival, Crankworx, that draws in 55,000 visitors and $11.5 million in expenditures (Destination B.C., Mountain Bike Tourism, 2015).Whistler draws in 68% of its visitors from out of the area and 90% of them spend the night. They spend an average of $133 a day and 3-6 nights in the area (Whistler Economic Impact Study, MBTA, 2007). These travelers are estimated to have spent $16.2 million per year (Destination B.C., Mountain Bike Tourism, 2015).The community began to see the economic potential and industries like the Resort Municipality of Whistler began helping develop trails. Vancouver greyhound offers packages that include a return bus fare from Vancouver and a bike park pass. Also, Tourism Whistler provides online search tips to find bike specific accommodations in the area. By providing accommodations to all levels, as well as buy in and support for the community, Whistler became a World-Class destination.EmergingThis segment is open to the up and coming modes of cycling. Two prominent types are gravel grinding and electric bicycling. Gravel grinding is a hybrid of mountain biking and road cycling. As the name implies, the trails are typically loose gravel or sand, with a mix of road and dirt trails. This appeals to those looking for comfortable and slower paced riding, while leaving behind cars and immersing into beautiful scenery. Electric assist bicycles, or E-Bikes, combine the open-air freedom of bicycling with fewer physical demands to do a trip. For those who would normally drive, an E-bike can encourage a trip distance with a smaller carbon footprint, and breaking the myth that the outdoors is just for fit people. Electric bikes are slowly becoming more popular in



the United States. The trend is more developed in Europe with robust rental schemes in popular destinations.

Otago Central Rail Trail, New Zealand – Gravel GrindingIt’s no secret that New Zealand invests wisely into tourism. In 1994 it devoted $50 million to new trail development along its southern Big Sky country. In 2000 it opened up, providing 152 km of 100% gravel rail-trails through 20 townships. The trail sees 107,000 riders annually, and generates $35 million annually to the region (Otago Central Rail Trail Working Group, 2013). It has been considered as the “biggest success since the gold rush” to the area. Before cyclists, the trail was a railway that pumped life into the once thriving gold-mining in the area. Abandoned in 1990, the area quickly turned it around into another thriving trail. While preserving, restoring, and maintain the history of the area the trail is a tourism product to help direct revenue to rejuvenate the small towns along the way. Since the opening of the trail, 1/5 of the business that were established before the trail have expanded and 1/3 say they have seen an increase in customers (Otago Central Rail Trail Survey, 2005). Also, 64% of the accommodation providers who operated prior to the trail, attribute more than 20% turnover to visitors using the trail.Honorable Mention: Electric Escapes, Ireland – Electric Bicycle Tours



WORKSHEET 1: VISION OF WHEELSLet’s get those wheels turning. In small groups, answer the following questions:

1. Why do you want bicycle tourists to come to your region?

2. Reflecting on the case studies and what you already know, what bicycle tourism assets do you currently have? What will make your destination WORLD-RENOWN?Not limited to, but think in terms of the three bicycle-tourism segments

Road Cycling. Why would a road cyclists come to your area?

Mountain Biking. What would a mountain biker look for in your region?



Emerging (i.e. Gravel Grinding, Electric Bikes, etc.)



STRATEGIES OF SUCCESS: Be Bike FriendlyIn order to have a thriving destination ecosystem, travelers must feel comfortable and excited. While adventure is a matter of perception, there are inherent risks to bicycling. However, dangers can be decreased, for example by isolating exposure to cars. Therefore it is important to provide welcoming accommodations so cyclists feel safe and encouraged to try their activity in your region. A bike friendly area can be broken down into three components: facilities, business goods & services, and itineraries. Below are lists of best practices within these components to provide that welcoming and encouraging space for cyclists.

Bike friendly infrastructure checklist:Road Mountain

Bike racks Public restrooms Water Bike-friendly transportation Paved roads & trails Low traffic Wide shoulders Rumble strips Bike route signage Services & destination

signage

Trail head parking Public restrooms Water Variety of surfaces Designated trails Low trail congestion Trailhead kiosks Variety of difficulty level

marked Properly signed trails Hose to wash off bike



Bike friendly business goods & services checklist: Secure bicycle storage (racks, u-locks, or bike check-ins) Bicycle equipment & tools available. i.e bike box

(http://www.24hrbikeshop.com/Bike_Box.html) Wi-Fi Maps (visitor, bike-specific, and trail maps) First-aid Amenities: Laundry, Shower, Restroom Dinning: High carbs and protein Drinks: Water, Coffee, Beer Bike equipment rentals Welcoming bike signs

Bike friendly itinerary checklist:Road Mountain

Themed rides Niche Pairings (i.e wine

tours) Scenic Routes Tours & Races

Epic rides highlighted Pump tracks, ramps, and

other park features Events & Races



WORKSHEET 2: PANEL DISCUSSION - KEYS TO SUCCESSCapture any thoughts, ideas, things you want to remember about the examples presented. What has worked well? What has been key to success? Are these examples similar to yours? How?

Scott Bricker – Destination Development Manager, Travel OregonHow has Oregon attracted this market? What differentiates them from other destinations?

Barb Chamberlain – Chief Strategic Officer, Cascade Bicycle ClubWhat are the existing industry initiatives state wide? What is needed?

Yvonne Kraus – Executive Director, Evergreen Mountain Bike AllianceWhat are the observed market trends? What infrastructure is available and needed?

Todd Starnes – President & Co-Owner, Bicycle Adventures, Inc. Where is the industry going? What makes an appealing destination? What discredits a destination?





WORKSHEET 3: PLAN AN EPIC BIKE TOURLet’s keep those gears moving. Look back at your vision in Worksheet 1. What will bicycle tourism look like in your region? Now is your chance to get creative - don’t limit yourself to what assets you currently have! In small groups, complete the following:

1. Use one of these sample target markets to plan an EPIC bike tour:

a. Two sisters from Boise, ID looking for epic mountain biking trails. (Enthusiasts)

b. A foodie couple from Italy. Wanting to try and explore new things in America. (Grazers)

c. A trio of retired men, long-time adventurers. They biked across America at the age of 21 but are now looking for something less challenging and more enjoyable. (Adventurers)

d. A family get-away trip. All novice cyclists. Looking for quality family time. (Grazers - leaning Adventurers)

2. What will be the highlight of their trip? What is ultimately drawing them to your region?

3. What are the other “must see / do” elements of their trip? Think other types of tourism: heritage, culinary, outdoor recreation, etc.



4. Now complete the whole experience. What accommodations will they want? Where will they eat? What will they do at night?



WORKSHEET 4: GAPS & OPPORTUNITIES What needs to happen to turn your vision into reality? Looking at your vision, assets, and tour, discuss the following questions and write your answers on a note card:

What infrastructure is missing?

What initiatives and policies need to be created?

Who is missing? Who needs to be involved?Be specific.



WORKSHEET 5: BUILDING A BICYCLE PLANThis is where the rubber bike tires will meet the trail.

How will you involve the missing people / organizations? Brainstorm region wide initiatives to connect parties and create partnerships.



RESOURCES FOR PARTNERSHIPS AND TECHNICAL ASSISTANCERegional Resources:

Snohomish County Hiking Guide:o http://www.snohomish.org/content/uploads/

general_content/2015_hiking_guide.pdf East County Backroads Attractions guide for backroads routes

o http://www.snohomish.org/content/uploads/general_content/SCTB-BackRoads-Brochure.pdf

"Outdoor Recreation: Hiking, Walking, Running, & Biking in Snohomish County."

o https://www.youtube.com/watch?v=wVPPC5RfdAc Snohomish County/Community Transit Bike Map:

o http://www.snohomish.org/content/uploads/general_content/BikeMap2014.pdf

Whitehorse Trailo http://www.snohomish.org/explore/detail/whitehorse-trail

Centennial Trailo http://www.snohomish.org/explore/detail/centennial-trail

Interurban Trailo http://www.snohomish.org/explore/detail/interurban-trail

Lowell Riverfront Trailo http://www.snohomish.org/explore/detail/lowell-riverfront-

trail1 Bikes Club of Snohomish County

o http://www.snohomish.org/explore/detail/bikes-club-of-snohomish-county



State and National Resources: The League of American Bicyclists : Provide Bicycle Friendly

certifications, blueprints, and promotions to draw in cyclists.o bikeleague.org

Adventure Cycling Association : A non-profit that connects and enables adventure and touring cyclists. They also have great links for bicycle tourism development and provide case studies.

o adventurecycling.org/bicycle-tourism/ Ride Oregon Ride : Lots of ideas and resources available on

their website through cycling research and cycling tourism development

o Industry.traveloregon.com Washington Bikes : Provide resources of bike clubs, events,

education, policies, and advocacy. o wabikes.org/education/tourism

Panelist Organizations Travel Oregon: The Oregon Tourism Commission developing

and implementing strategic tourism products. See Ride Oregon Ride above for bicycle specifics.

o traveloregon.com Cascade Bicycle Club : Provide educational bicycle classes and

connect and create events for eager riders.o cascade.org

Evergreen Mountain Bike Alliance : A non-profit that helps connect land managers, trail maintenance, education, and advocacy throughout the state.

o evergreenmtb.org Bicycle Adventures, Inc. : Guide transformational adventure

bicycle tours throughout the world.o bicycleadventures.com



Just a reminder: Upcoming Workshops

Workshop 2016 Dates

Time Location

#6: Action Planning & Accountability (Stillaguamish / Sauk Group)

May 23 8:30am-4:00pm The Medallion

Hotel, Smokey Point

#6: Action Planning & Accountability (Skykomish / Snohomish Group

May 24 8:30am-4:00pm Carleton

Farms, Lake Stevens

Monday, May 23 8:30 am - 4:00 pm

Workshop 6: Accountability and Action Planning This final workshop is where we put it all together. Participants regroup to create the action plan to follow over the next 10 years. This plan is designed to hold the community and stakeholders accountable for the vision they created in the first workshop.

Tuesday, May 348:30 am - 4:00 pm

Workshop 6: Accountability and Action Planning This final workshop is where we put it all together. Participants regroup to create the action plan to follow over the next 10 years. This plan is designed to hold the community and stakeholders accountable for the vision they created in the first



workshop.


Documents

€¦ · Web viewIncrease knowledge of the outdoor recreation and bicycle tourism industry . ... Adventure Tourism Market ... adventure bicycle tours throughout the world