MOUNTAIN BIKE TOURISM AND COMMUNITY DEVELOPMENTIN BRITISH COLUMBIA:

CRITICAL SUCCESS FACTORSFOR THE FUTURE

Ray FreemanRoyal Roads University

Velo-City Global 2012Vancouver – June 29th

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

TO EXPLORE...

Critical Success Factors...to support sustainable planning

a Conceptual Framework ...for Community-Based

Mountain Bike Tourism Development

Hornby Island, BC

WHY MOUNTAIN BIKE TOURISM?

gaining critical-mass globally

cost-effective for communities

leverages partnerships

community benefits

COMMUNITY BENEFITS

recreational opportunities

- youth / community social / health

destination awareness

tourism/taxation revenue

community infrastructure

spin-offs for business

social capital

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

SEA TO SKY CORRIDOR (CLUSTER

EXAMPLE) M

ounta

in B

ike To

urism

Source: http://www.sitesandtrailsbc.ca/documents/sea-to-sky-trail-strategy.pdf

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

INTEGRATION STRATEGY

REGIONAL initiative

seek: Input / Knowledge / Resources

identify: Critical Success Factors

develop: Key Offerings

create: Implement / Evaluate

CONTINGENT FACTORS

(EMERGING CLUSTERS)

Mounta

in B

ike To

urism

Conceptual Framework for Community-Based Mountain Bike

Tourism Development

Community

Champions /

Stakeholders /

Political Will

Physical Geography / Terrain /

Trails

Funding Sources (Public / Private / In-Kind)

Legislation /

Regulatory Framework

s

NON-CONTINGENT FACTORS

(MATURING CLUSTERS)

Mountain Bike Tourism

Mountain Bike

Clubs / Schools / Camps /

ProgramsInfrastructu

re /Supporting

ServicesMountain

Bike Culture / Lifestyle /

Events

Destination

Marketing / Mgmt

Mounta

in B

ike To

urism

Innovation / Outlier Strategies / Alternative Factors and Approaches

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

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

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

SEA TO SKY ECONOMIC IMPACT STUDY

Mounta

in B

ike To

urism• 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

Super-D Race, Hartland, Victoria, BC

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!

Burnt Bridge, Cowichan Lake, B.C.

QUESTIONS?

Ray.1Freeman@RoyalRoads.ca

LeftCoastInsights@shaw.ca

Twitter: @LeftCoastInsite

Skype: ray.freeman.ism

Thank you!