9
CUMBRIA 2009-2018 ADVENTURE CAPITAL UK STRATEGY
CUMBRIA 2009-2018ADVENTURE CAPITAL UK STRATEGY
it supports c.4,000 FTE jobs7
• Recreation activities directly employ more than 1,500 peoplein Cumbria - with an employment growth rate of 51% (6% perannum) from 2000 - 2008, compared with a growth rate of only8% for Accommodation providers or a static figure for Foodand Drink providers8. The sector and its suppliers are heavilyconcentrated in an area that deliver 60 - 80% of Cumbria’stourism expenditure9.
it’s a £314+ million contribution to the cumbria economy1
• Cumbria has 100+ outdoor activity centres employingaround 1,5002 people and an outdoor education sectorworth approximately £100 million3 per annum (+ £25mindirect contribution = total £125m).
• Activity holidays are a £1 billion UK tourism market4. The valueof activity tourism to Cumbria is estimated at £95 million5 perannum (+£24m indirect contribution = total £119m), suggestingthat Cumbria has a UK market share of approximately 9.5%.
• Cumbria has one of the highest concentrations of outdoorretailers in Europe6. The sector generates £60 - £75m revenuefrom outdoor retailers (+£10m indirect contribution = total £70m)and an additional £150m UK spend from wholesale/suppliers.
what is adventure capital uk?
it’s the highest growth tourism sub-sector• The recreation sector had the highest growth rate for a tourismsub-sector in the difficult 2007- 8 period.
• The volume of activity breaks has also grown by 17% since 2003,comfortably outperforming the overall tourism market10 and thisperformance is forecast to continue.
This strategy outlines the impact of the outdoor adventureeconomy, the wider benefits of this sector and the future prioritiesto enable the sector to deliver a significant contribution to a future£1.5bn Cumbrian visitor economy. Detailed analysis and furtherinformation can be found in other Adventure Capital reportspublished online at www.cumbriatourism.org.
1 See economic model on p7/82 Adventure Activity Licensing Authority 20093 Association of Heads of Outdoor Education Centres 2009
7 STEAM industry accepted ratio: £55,000 - £60,000 of tourismrevenue generates 1FTE job
8 STEAM data on Cumbria C C area 2000 - 2008 - 21 May 20099 STEAM data on Cumbria C C area 2000 - 2008 - 21 May 200910 Mintel: Activity/Special Interest Holidays, 2008
4 Mintel: Activity/Special Interest Holidays, 20085 In 2004 Rural Innovations estimated that activity tourism was worth£75 - 100m using growth figures since 2004 a conservative estimatefor the sector in 2009 is £95m.
6 Profile Outdoor Ltd Adventure Capital .02
what does outdoor adventure in cumbria include11?
Cycling: mountain biking, road biking, family biking
Climbing: climbing & mountaineering, incl. Via Ferratta
Watersports: paddling, rowing, wild swimming
Watersports: sailing, windsurfing, kite surfing
Trail: walking, hiking, fell running
Niche adventure activities: e.g. gorge scrambling,paragliding, skydiver
The Tourism Strategy for Cumbria 2008 - 2018 sets out Cumbria’sambition for having an unrivalled reputation for outdooradventure which is one of three visitor priorities along with foodand drink; culture, heritage and events.
adventure capital uk visionTo be recognised as Adventure Capital UK by 2018with an unrivalled reputation for outdoor adventure.
strategic aim:Working in partnership to develop, promote & sellsustainable world class outdoor experiences to deliversignificant social and economic benefits to the region.
To achieve this vision, sustained commitment from public and privatesectors is needed over the next 10 years - public commitment beingparticularly important in giving the private sector confidence to invest.
how will we claim ‘adventure capital uk’ status?
By providing the best:
• Adventure activity experience for all, that outperformsother centres in the country.
• Customer service and skilled workforce.
• Access to activities.
• Accommodation, food and retail offer for adventurers.
• Information.
• Simple booking service.
11 This strategy takes a conservative approach in defining expenditure related tooutdoor adventure. Many visitors participate and spend on other related outdooractivities, which are not promoted through this strategy as they do not fit with theOutdoor Adventure activity definition or do not offer strong prospects for growingthe visitor economy in Cumbria’s makeup. These include fishing, horse riding,snowsports and wildlife watching.
01. Adventure Capital
Adventure activities such as hiking, biking, canoeing or climbing can change forever the way people experienceand think about Cumbria - this will have a profound effect on the future of Cumbria as a younger, more activedestination. Adventure Capital can have a powerful placemaking role delivering wider strategic value.
People visiting Cumbria spend money, create jobs and support local communities when they get active andhave adventures in the outdoors. Adventure activities generate significant economic power and fuel a rippleeffect that touches many of the country’s economic sectors:
a healthy and growing sector
Cumbria must be positioned to meet the demand and capturea larger proportion of the market.
• An estimated 4.3 million adults, 9% of the population, tookactivity breaks in 2007
• An additional 1.1 million activity holidays will be taken by UKresidents annually by 201211
The market value of activity holidays in the UK was estimated at£1 billion in 2007 and accounted for approximately 10% of theoverall domestic tourism market by value12. UK growth has beenrelatively robust at 17% over five years compared to an overallmarket decline of 6% over the same period. The sector hascomfortably out-performed the overall travel market.
Penetration rates of the adult population who have taken an activitybreak have risen sharply from 35% in 1999 to 43% in 2007 and theyare forecast to continue above the average for the economy until atleast 2014, this rate of growth is forecast to outstrip that foremployment. It is worth putting this growth into context: Otherforms of holiday are in marked decline, for example relaxing ona beach type holidays declined by 9% in the same period.
fastest growing activities
• Walking/trekking is robust, but the fastest growth is in cycling,sailing and niche activities13. AdCap will focus on these sectors.
• There is a trend towards the premium end of the activityspectrum and more tailor-made adventure travel14.
• One of the fastest-growing sectors of the market is ‘activityfor softies’ appealing to a wide demographic including families,women and higher spending post-45s.
11 Mintel: Activity/special Interest Holidays, 200812 IPS National Statistic Mintel 2007
the national outdoor adventure storywho drives the outdoor adventure economy?sport england - active people survey 2007/8Number of adult population in England (16+) who have takenpart at least once in last 4 weeks
WALKING* 9 M
HILL WALKING 66 K
CYCLING* 3.5 M
CLIMBING 166 K
SAILING 149 K
WINDSURFING & BOARDSAILING 26 K
ROWING 126 K
KAYAKING & CANOEING 119 K
*moderate intensity at least 30mins
The majority of adventure activities have alreadyhad significant increases in participation sincethe 2006/7 survey: 335k additional bikers;41k hill walkers; 22k indoor and 11k outdoorclimbers; 20k kayakers and 46k rowers.
PARTICIPATION (000s)
ROCK 106INDOOR 59
RACING 27 CRUISING 44 DINGHY 78
KAYAKING 54 CANOEING 65
Adventure Capital .04
Cumbria has the required natural assets but it mustprovide high quality sustainable adventure activitiesand the necessary support infrastructure. The challengeis to reposition the sector to also target the moremainstream market.
13 Mintel: Activity/Special Interest Holidays, 200814 Mintel: Activity/Special Interest Holidays, 2008
03. Adventure Capital
“Of all the key cumbrian sectors, the outdoor,sport and recreation sector is that which is mostreadily identifiable with Cumbria.”Cumbria Economic Strategy 2009 - 2019
The Draft Regional Strategy for England's North West (RS 2010)identifies the opportunity for Cumbria to be "recognisedinternationally as the UK's principal destination for outdoor sportsand adventure activities (with an 'Adventure Capital' brand toencourage healthier living)". AdCap is also recognised as a keygrowth sector in the Cumbria Economic Strategy 2009-19. This also highlights the need to attract and retain 20 - 35 year oldsinto well paid and attractive jobs in Cumbria. AdCap could deliversome of these jobs as the county is in a strong position to developthe value of the outdoor sector thanks to unique world class assetsand strengths in terms of the environment, outdoor businessesand outdoor heritage.
world class landscape
Cumbria has a world class natural environment. The Lake DistrictNational Park is the largest National Park in England and Wales,containing England’s longest Lake, England’s highest mountains(four over 3,000 ft), six National Nature Reserves and 100 Sitesof Special Scientific Interest. There are extensive rights of waynetworks throughout the county, with many linking to form NationalTrails, providing long distance routes for walking and cycling…allbuilt on a stunning physical environment. This strategy is not justabout the Lake District - the Yorkshire Dales National Park and
adventure capital uk–why cumbria?
Cumbria’s AONBs are nationally recognised landscapes. Also wellknown and much loved areas such as the beaches and marinas ofthe West Coast, the Howgill Fells, Morecambe Bay, the Duddon andSolway estuaries, Hadrian’s Wall, and the Eden Valley provideexcellent opportunities for adventure activities.
world class outdoor cultural heritage
Cumbria has a deserved international reputation for its outdooradventure cultural heritage, from Alfred Wainwright, to DonaldCampbell, to the world’s first and longest running Fell Race (the BobGraham 24 hour fell challenge) and as the birthplace of rockclimbing - the first solo ascent of Napes Needle took place in 1886and is generally acknowledged to mark the foundation of rockclimbing as a sport in its own right.
outdoor adventure plays a huge role
The Tourism Strategy for Cumbria (2008-18) sets a visitor spendtarget of £1.5bn - this means £400m of additional visitor spendis needed by 2018. With the right level of investment into outdooractivities, Adventure Capital could help deliver a significantproportion of this target.
‘Recreation activity’ delivers more than £21 million per annum inadditional expenditure, making it one of the best performing tourismsub-sectors with an annual growth rate of 6% over the last fewyears. The Recreation sector consists of more than outdooradventure activities but clearly Cumbria’s tourism recreation offeris largely defined by these activities.
• At least 42% of Cumbria’s 15 million visitors engage in someform of outdoor adventure16. This means that £450 million oftourism spend is associated with visitors who engage in someform of outdoor adventure – though in many cases this may be aminor part of their overall holiday experience.
• Survey data repeatedly shows that engaging in outdoor andphysical activities is a major motivating factor for visitors toCumbria – with some 40% of visitors attracted by the chanceto engage in these activities, and as many as 69% of somemarket segments.
visitor economy in cumbria
• Given the ability of Cumbria to supply many of theseproducts and services from local sources, the ‘stickiness’ ofthis tourism spend for local benefit is high; with 25% of tourismexpenditure (£289m per annum) indirect expenditure, this iscritical for Cumbria.
• Cumbria has suffered a decline in the retail expenditure fromvisitors in the period 2000- 2008 (23% decline, a reductionin £28 million per annum17 ). With an increase in outdoor adventuresegments, spending more than non-active segments, the outdoorretail sector could help to close this gap.
“The Adventure Capital project effectively supportsthe outdoor business sector in Cumbria. We have seendirect benefits in our business over the last 2 years,reflected by increased turnover and a consequentialincrease in staffing. The continued investment in theAdventure Capital project will allow businesses acrossthe county to benefit from the increased participationin outdoor recreation, particularly from those who areventuring into the outdoors for the first time.”Andy Airey, CE George Fisher, Keswick
15 Source – STEAM data on Cumbria C C area 2000-2008 – 21 May 200916 Tourism Survey – 42% of visitors engage in a ‘long walk’ – other outdoor
adventure activities with a range of %s, but as a minimum we know that42% do a long walk.
17 STEAM Model Trend for Period 2000 to 2008 – Total Economic Impact forCumbria
Adventure Capital .0605. Adventure Capital
A step change is needed to attract more people fromhigher spending adventure segments and to repositionthe sector as more mainstream - to do this Cumbriamust invest in existing and new outdoor adventureproduct, ensure that we have skilled people to manageand deliver outdoor adventure experiences and mostimportantly make it easy to access and book.
unique outdoor hub - education, commercial & retail
• Cumbria has a well established outdoor industry; including thehighest concentration of outdoor retailers in Europe generating£60 - 75m of estimated revenue.
• 100+ Outdoor Activity centres employing around 2,000 people.
• County of Excellence for provision of outdoor centres for peoplewith disabilities, e.g. Calvert Trust.
• Major presence of education, training and developmentorganisations: Brathay Trust, the IMPACT Group, Outward Boundand the Field Studies Council.
• Home of The National Skills Academy for the Outdoors - a realopportunity for the industry to professionalise the sector on anational scale - based in Cumbria.
• Strong business tourism base including management trainingand team building.
• Tourism infrastructure to accommodate 5 million staying visitorsper annum.
• Highest density of YHA accommodation in the UK.
18 The Ripple Effect is an economic tool that considers the economic process ofbringing final product to market to determine total economic contribution.
19 Treated with same rate as indirect tourism expenditure.
20 Tourism Volume and Value 2008 reported that indirect expenditure accountedfor 25% of total tourism revenue, although it noted that not all of these effectswill arise in the local area since some expenditure will go to suppliers elsewherein the country.
21 A lower multiplier is used, calculated using the factored multiplierfrom The Minnesota IMPLAN Group Inc for retail sales.
22 Cumbria Tourism impact figures with exceptionof Grizedale Mountain Bike Hire which wasprovided by The Forestry Commission.
economic impact
Adventure Capital .0807. Adventure Capital
cumbria’s £314moutdoor economy
Specific outdoor events, businesses and activities havedemonstrated impressive economic impact:
activity/event economic impact pa 22
Coast to coast cycle ride £500,000
Kendal Mountain Festival £1.2m
Great North Swim 08 £350,000
Ullswater Trails £322,000
Grizedale Mountain Bike Hire £2.15m
These economic impact figures include spend on food,accommodation and retail as well as direct spend relatedto the activity/event.
If outdoor adventures are important to these higherspending segments, Cumbria needs to listen anddevelop activity to meet their needs.
3 key high value adventure segments:
• familiar families• wilderness couples• frequent adventurous independents
The adventure sector is growing as a result of wider changes in amore active society and the emergence of the high value ‘leisureeconomy’. Activity holidays peak strongly in the ABC1 group andamongst the more highly educated. Family adventure holidaysare also seeing fast growth. Mintel also identify strong massmarket interest, and suggests that activity can be used as aneffective tool to revitalise a mature destination such as Cumbria.Although the harder adventure activities have a male bias, one of the fastest-growing sectors of the market, ‘activity for softies’,appeals to a wider demographic including families, women and higher spending post-45s. The challenge is to reposition the sector as more mainstream and not simply a fix for malesunder 35. For the 45+ market and especially ABC1 third age and retired activity holidaymakers, the critical success factoris an element of luxury alongside activity.
These national trends are reinforced by Ark Leisure research thatreveals how important outdoor activities are as a motivator forexisting Cumbrian visitors.
As well as catering for the new growing family and softer activitymarkets, Cumbria must also invest in activities for the adrenalineadventurers who are loyal users and will continue to inspire newadventurers to visit.
attracting more adventurers makes economic sense
Cumbria needs to attract more people from these segments,either by a shift from other lower spend segments or by attractingadditional visitors:
• By shifting 1% of visitors from lower spending segments into eachof the three higher segments identified (i.e. total 3% shift) £75.5mof additional spend would be generated by 2018.
The suggested focus is on the three segments that target thesegroups: ‘Familiar Families’, ‘Wilderness Couples’ and ‘FrequentAdventurous Independents’ - these higher spending segments intotal make up 49% of existing staying visitors to Cumbria with acombined value of £635 million in spend.
These three target segments are also relevant to Cumbria’s overseasvisitors, however, as only 9% of visitors to Cumbria are internationalthe scale of effort will be weighted to the domestic market.
Familiar FamiliesShare
FrequentAdventurousIndependents Share
Wilderness CouplesShare
Total annual revenuefrom all visitorsegments
No shift
16%
16%
17%
£928.7m
3% shift
17%
17%
18%
£936.25m
5% shift
17.67%
17.67%
18.67%
£941.30m
10% shift
19.33%
19.33%
20.33%
£953.92m
%age shift of 3 keyoutdoor stayingsegments:
Additional revenue1yr
Additional revenueby 2018 (10 years)
+£7.55m +£12.6m +£25.22m
£75.5m £126m £252m
Source: Trends Business Research Ltd, 2009
3% more adventurers = £75.5m additional spend
Adventure Capital .1009. Adventure Capital
who are our future adventurers?
start them young
Only 36% of current visitors are under 44 years old
It is well-evidenced that the lifetime value of visitors to Cumbriais proportionally greater the younger they can be attracted- outdoor adventure can play a key role in this, in particular thepower to engage Familiar Families is important: 56% of this marketsegment are under 44 years of age, compared with only 36% of theoverall visitor profile. Familiar Families also have a greater groupsize than other segments, have a longer stay duration and havea greater spend per group per day than the average.
Products and marketing must be targeted at familysegments to improve lifetime value.
• Key Project: Promoting Cumbria as the locationof choice in the UK to host major outdoor adventureevents, supported by a programme of smaller scalelocal events with strategic fit e.g. Triathlons andLakeland Trails- possibly via a new county Events Unit.
• Key Project: A feasibility study for development of anOutdoor/Indoor Adventure Centre including activitysuch as climbing should be undertaken, potentiallylinking to the Keswick or Kendal Climbing Centres.
climbing
There are currently a handful of climbing walls in Cumbriawhich are supported enthusiastically by locals but none areworld-class attractions.
Climbing walls are a great environment for dabblers - withCumbria’s unreliable weather, there is need for indoor activitieswhich are a key aspect of the tourism offer. Outdoor climbingactivities such as bouldering and via ferrata are also ideal fordabblers and a stepping stone before venturing out with a guide,buying gear and joining a club.
Conditions to attract private sector investment would needto be in place.
events
World class Outdoor Adventure destinations require a rich calendarof outdoor adventure events and competitions. Currently there areonly a few world-class adventure events in Cumbria: KendalMountain Festival, The Great North Swim, The British Kite SurfingChampionships, Tour of Britain and The World Ultra DistanceRunning Championships. 2012 presents a unique opportunity forCumbria to host teams as a training venue.
Careful planning is required to minimise negative impacts and eventorganisers should take responsibility for arranging service provisionand repairing damage - also there is a need for co-ordination andthe programming of events to spread the season, support the lesserknown areas of Cumbria and generate overnight stays.
• Key Project: A new £1m, 7km multi-user path to closethe "missing link" and allow the Hadrian's Cycle Wayto reach its full potential.
• Key Projects: A new Regional Inland Water SportsCentre (e.g. at Brockhole) would provide access toa range of pay as you go watersports for dabblersand canoe huts near Keswick would give a focusfor enthusiasts.
• Key project: Develop and implement an AdventureCapital marketing campaign which integrates with theoverall destination Wilderness Refined campaign.
• Establish an Adventure Capital activity booking hub- a focal point for dabblers to get information and bookactivities around the county e.g. in Keswick.Private/Public partnership essential.
action
We can’t do everything, so we must prioritise what needs to bedone and put our efforts into the best prospects for growth. We cantake a lead from the vision and strategic aim which suggest wherewe should focus our efforts.
hub & spoke approach
Sport England are steering National Governing Bodies to adopt a‘hub and spoke’ approach to getting people participating in activity- once interested they are encouraged to join an affiliated club totake up the activity.
Successful outdoor adventure destinations have also seensignificant benefits of ‘clustering’ activities into distinctive hubs,which become a focus for adventure activity from entry level e.g.Queenstown in New Zealand and Fort William in Scotland.When developed together with other consumer services includingfood, drink and retail, a significant commercial opportunity exists.Public sector intervention is essential to conduct feasibility studiesand assist with infrastructure and support.
cross-cutting theme: “adventure refined”
To capitalise on predicted growth Cumbria needs to develop aflexible and interactive adventure activity product that is a softer andmore accessible version of the extreme/niche activities that appealsto a wider demographic including families, women and higherspending post-45s. The high adrenalin niche adventure activitiesstill need to be developed and marketed to help drive theaspirational nature and reputation of the destination - “selling thesizzle not the sausage” - we should also attract national adventureevents as they are reasons to visit and inspire people to participate.This offering needs to be fused with the luxuries, comfort andservices that encourages ‘softies’ or ‘dabblers’ to indulge in outdooractivities or adventures without sacrificing the cultural, natural andgastronomic experiences that they seek in a destination.
Of course, high quality service throughout the customer journey is required to meet their expectations and bring them back.
watersports
Cumbria has a natural abundance of water with its concentrationof lakes and coast. Pay-as-you-go watersports activities aroundthe area currently operate independently, none are world-classand few integrate with a wider commercial visitor offer.Several opportunities exist including a Coastal WatersportsCentre e.g. at Barrow. On the west coast Cumbria is one of sixvenues for the British Kite Surfing championships which is anopportunity for further development - it is a relatively new activityand now attracts 10k participants in the UK. The largestparticipation opportunity for canoeing is the improvement ofopen water access to the Lakes and provision of canoe trailinformation together with the development of a canoe hubwhich could be located near Keswick.
Adventure Capital .1211. Adventure Capital
cycling and mountain biking
Cycling is the strongest activity in terms of national participationand is set to grow by more than 4% over the next 5 years. There hasbeen investment in the cycling and mountain biking product inCumbria, however, a higher priority is required within the county’splanning framework. Links with new transport and visitor servicesare also essential.
New routes need to be developed for family recreational cycling andmountain biking to meet demands at the upper end for technicallychallenging trails and for ‘taster’ sessions for the less skilled.Whinlatter and Grizedale are still leaders for challenging mountainbiking routes and both have integrated visitor facilities.
Missing links that need developing are strategic routes fromKendal to Keswick: Thirlmere cycle route; Ambleside to Grasmere;and Bowness to Ambleside. Family recreation routes are limitedand the Lune Valley route, Eden Source to Sea and Foxfield toConiston Cycle Way would meet this demand. Marketing andsignage implementation is required for the Cumbria Cycle Waylong distance route.
There is a 7km gap in the cycle way (route 72) that runs fromRavenglass in West Cumbria to South Shields on the North EastCoast which does not meet the National Cycle Network standardsand stops it from being promoted on Hadrian's cycle way. The routeattracted 7,500 users in 2006 - this 'missing link' dramaticallyreduces the number of route users and therefore compromises thebenefits to West Cumbria.
measuring results: what will success look like?
• Increase Outdoor Adventure sectordirect spend by £160m from £255mto £415m. This equates to 5%growth rate, which is double themarket growth rate predictedby Mintel.
Adventure Capital .14
• Increase the number of visitors fromthe 3 higher spending adventuresegments each by 1% to achieve£75.5m of additional visitor spend.
Whilst the actions specify key project developments there are keycross-cutting themes that will require shared responsibility andaction from all strategic partners.
partnership• business infrastructure & support
Adventure Tourism, Outdoor Education and Outdoor Retailsectors deliver significant economic benefit to the region in theirown right. Together they would become a powerful network toprovide the infrastructure, skills and support for outdoor providersto invest and increase their competitiveness and productivity,and ensure that workforce skills meet the needs of the sector.
promote & sell adventure• raising awareness and making booking easy
We need distinctive marketing to reposition Cumbria as theleading outdoor adventure destination with access to all.We also need to target the right people and increase theawareness of Adventure Capital, essential visitor informationand specific activity information as well as easy ways to book- without these basics people may easily choose anotherdestination. Tourism and Outdoor education booking systemsshould be integrated more so that outdoor experiences ateducation centres could be offered to tourists.
develop world class adventure activities: biking,watersports, climbing and niche activities• world class: outdoor experiences
Development of adventure activity must start with a skilledworkforce and needs to be done in conjunction with development
of the wider visitor infrastructure - where people eat and sleep,where they can store/buy kit and how they get around. Activitymust be developed in parallel with transportation plans to ensureit is accessible to all, including rural and urban populations.Opportunities must be flagged up for the private sector to deliver.
• world class: National Centre for the OutdoorsWe are proud of our outdoor heritage and if we are serious aboutAdventure Capital then we should build the case for the EnglishCentre for the Outdoors to be located in Cumbria. This would addcredibility, hierarchy and status to Adventure Capital UK as well asbeing a visitor focus in its own right.
• world class: quality accreditationSeveral national schemes that assess and provide safety andtechnical skills are in existence but none are tailored to theoutdoors to include sustainability accreditation as well as essentialcustomer service and business management. A co-ordinatedapproach between National Governing Bodies and the NationalSkills Academy for the outdoors is now required to deliver anintegrated, workable scheme.
health & wellbeing• increased participation = healthier population
Across the UK there is a rising trend towards healthier, more activelives. The Government’s 2012 Legacy Action Plan is to get 2million people more active by 2012. Developing the adventuretourism product in Cumbria will introduce outdoor activity to a‘sedentary’ lifestyle as well as introducing a healthy way for youngpeople to get an adrenaline fix and provide more opportunities forthe local community to participate. A change in attitude could leadto greater interest in adventure activity and a greater use of theoutdoors for health and wellbeing.
sustainability• must underpin everything we do
Lastly, but most importantly, we need to develop the outdooradventure sector in ways which make the most of Cumbria’sspecial landscapes without detracting from them, ensuringthat the growth of the sector is economically, socially andenvironmentally sustainable in the long term. This strategyrecognises the significant resource that is required to maintainthe events and infrastructure of the countryside and supportscontinued investment of this work from both publicand private sectors.
13. Adventure Capital
cross-cuttingthemes
• Increase the number of jobs in theOutdoor Adventure sector by 900.
• Achieve the participation targets setby Sport England.
By 2018 - to be recognised asAdventure Capital UK with anunrivalled reputation for outdooradventure, the top line targets thatwe should focus on are as follows:
The following principles should guide decisions on whichinvestments to pursue:
principles for public interest/intervention
• Job Creation
• Achieves economic impact for the county
• Extends market share
• Provides quality customer and support services
• Manages environmental impact
• Promotes health and wellbeing
• Connects with the local community
• Adds value strategically to Adventure Capital
• Backed by existing support and impetus
prioritising publicspend
organisations consulted
Allerdale Borough CouncilAssociation of Headsof Outdoor Education Centres British Canoe UnionBritish CyclingBritish Mountaineering ClubCalvert TrustCopeland Borough CouncilCumbria County Council
Cumbria Outdoor Industry Working GroupCumbria Sports PartnershipCumbria Sports Economy PartnershipCumbria TourismCumbria VisionEden District CouncilEnvironment AgencyFell Runners AssociationField Studies CouncilForestry CommissionHadrian’s Wall Heritage LtdKendal Mountain Festival
Keswick Mountain FestivalKeswick Tourism AssociationLake District National Park AuthorityMountain Heritage TrustNational Skills Academy for Sport & Active LeisureNHS CumbriaNorth Pennines AONBNorthwest Regional Development AgencyNova InternationalProfile Outdoor LtdRoyal Yachting Association
South Lakeland District CouncilThe National TrustUnited UtilitiesUniversity of CumbriaVenture XtremeWest Lakes VisionYorkshire Dales National Park AuthorityYouth Hostel Association
Cumbria Tourism Windermere Road, Staveley, Kendal LA8 9PLt: 01539 822222 f: 01539 825079 [email protected]
Cumbria Tourism commissioned Cairn Consultancy to develop thisstrategy with input from the organisations listed above.
