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?
Twitter: @LeftCoastInsite
Skype: ray.freeman.ism
Thank you!