10 September 2010

From The Roots to the Shoots

From the Roots to the Shoots

Malcolm Bell - Why 1SW?

Off Road Cycling

Malcolm Bell

Head of VisitCornwall

My Presentation

• Changing demands of our visitors and ourselves

• How to capture and delight the activity markets – “Pure” – “Casual” – “Accidental”

• S.W.1

Changing demands of our visitors and ourselves

Consumer's changing characteristics and needs

• Wealthier ( for now)

• Healthier

• Older and more active

• Multiple holiday taking

• Short breaks as a survival tool

• Increasingly “experience driven” breaks

• Changing lifestyles

Buying ‘experiences’

% Agreeing56 54

51 49 46 4538

32

0

10

20

30

40

50

60

France Spain Poland Italy US UK Germany Japan

Source: Henley Centre, HenleyWorld 2003

I would rather spend money on experiences/doing things than buying material goods

Active People, Sport England:Cyclists

South West

Demographics of SW adults who undertook at least one cycle ride for a minimum of 30 minutes in the last 4 weeks.

• Majority aged 35-44 (26%) and 16-24 (23%)

• 10% are aged 55-64, 5% 65-84

• The majority are male (65%)

• Highest qualifications are:

• Degree or equivalent, 1%; A’Level, 36%;

•GCSE (5 A-C’s), 21%; No qualifications, 10%

How to capture and delight the activity markets:

“Pure”

“Casual” “Accidental”

“Casual”

“Pure”

“Accidental”

Pure – Often lowest tourist spenders

• Long term passionate participants

• Know the activity knows most of the locations

• Is involved and uses the expert networks – through club news, internet forum etc

• Do not spend that much on other activities or even accommodation and food and drink

• How to attract them :» Use specialist media – comms routes» Specialist PR» Special events and competitions

• Product Development:» Competition venues» Unique highly demanding circuits/routes» New and innovative offering

Casual – medium/high tourist spenders

• Often lapsed or bike at the back of the garage and means to but doesn’t

• Needs good information on where they can cycle

• Receives information through conventional channels – local newspapers, leaflets, generic information web sites such as tourism information providers

• Have mixed leisure activities but concerned about being active and wanting to be more fit

• How to attract them :» Use normal media – comms routes» Local radio and TV stories – fun » Fun events, family fun time

•Product Development:» Easy routes, fun activities» Close to holiday spots, cities & towns

Accidentals – supplementary tourist spenders

• No planning – often completely lapsed

• Knows nothing about where and how- impulse

• High profile marketing and point of sale promo, poster, signage etc

• Can be tempted to spend on activity and extras

• How to attract them :» Use in your face promotion, leaflets etc» Road signs» Fun adverts in tourism day visitor

publications

• Product Development:» Cycle hire» Gentle but fun routes» Mixed with other attractions, multi use

venue

Why SW1

Key Facts

•Day & staying cyclists spend £81.2 + £129.2m in South West

•Current demand 4m-8m trips per year

•For locals and visitors

•Great potential for growth

South West

•Woodlands fragmented areas with some larger woods/forest

•Around 2000km of cycle legal rights of way

SW Rural Tourism

•Rural tourism Vital to local economy and community viability

•Need more activities and things to do

•Need more positive image of an active and passive place

•Reposition as beaches have been repositioned over the last decade

SW Rural Development Programme for England (RDPE)

•RDPE SW & Cornwall

•Priority pan regional attractors

•Cycling, water, walking, county sports

•Its about product development to meet the needs of customers today and in the future

Vision

•Rural –

- active, all ages, all abilities and fun

•More money retained in the local/rural economy

•Healthier, wealthier and greener