1. THE WELSH MOUNTAIN BIKE INITIATIVE – OR …
THE POWER OF TRAILS
Dafydd Davis
2. Tales from Wales
The Welsh Mountain Bike Initiative 1998-2002
Or How Trails Changed Wales!?
• What was it all about?
• Where?
• Why did it happen?
• How did it happen?
• What were the outputs/results?
3. THE WELSH MOUNTAIN BIKE INITIATIVE
WHAT WAS IT ALL ABOUT?
Developing Wales as a mountain
bike destination
Realising the value and potential
of public land
Managing countryside
recreation
Bringing benefits to isolated and
deprived communities
Putting Wales on the map
4. THE WELSH MOUNTAIN BIKE INITIATIVE
WHERE?
Forestry Commission Land in Wales
5. THE WELSH MOUNTAIN BIKE INITIATIVE
WHY DID IT HAPPEN?
• As a direct result of developments at Coed y Brenin
• Demonstrable outputs from Coed y Brenin
• Evidence of demand
• Clear opportunity
• Time was right
6. THE WELSH MOUNTAIN BIKE INITIATIVE
WHO WAS INVOLVED
• Forestry Commission Wales
• The Welsh Assembly Government
• Local Authorities
• Local Community Groups
7. WHAT WAS IT ALL ABOUT
Developing Wales as an MTB destination
•Wales was not known as an MTB destination
• Negative image among mountain bikers
• Showed great potential
• Varied terrain, topography and ground conditions
• Excellent access to potentially very large markets
• The need to manage mountain biking in some key areas
8. WHAT WAS IT ALL ABOUT
REALISING THE VALUE AND POTENTIAL OF PUBLIC LAND
• Most land in Wales privately owned
• Forestry Commission largest public landowner in Wales
• Commercial forestry becoming less and less viable in Wales
• WAG – ‘Increase the value of public forests to the people of Wales’
• Health
• Quality of life
• Tourism
• Community engagement
• Employment
• Training
9. WHAT WAS IT ALL ABOUT
MANAGING RECREATION
• Unsanctioned trails
• Minimising environmental impact
• Managing conflict between users
• Balancing recreation with forestry
• Managing liability
• Minimising business risk
10. WHAT WAS IT ALL ABOUT
BEINIFITS TO COMMUNITIES
• Economic
• Social
• Health
• Getting local people to use their local forests
• Getting local people to value their local forests
11. WHY DID IT HAPPEN
The Coed y Brenin Story
• 1994
• Forest Visitor Centre
• Declining visitor numbers
Reverse the trend
Without a budget
12. THE COED Y BRENIN STORY
• CYB not an MTB destination
• Visitor centre
•
Walking trails
•
CYB not primary reason for visit
13. THE COED Y BRENIN STORY
• Mountain biking was an
opportunity
• Mountain biking also a
potential problem
• Lack of understanding from
managers
• Softly, softly approach
14. THE COED Y BRENIN STORY
• 1st 3 trails 1994 - 1995
• Budget of £750
•
volunteers, hand tools
15. THE COED Y BRENIN STORY
commercial sponsors
magazine space
increasing visitors
16. THE COED Y BRENIN STORY
Visitor monitoring and understanding the market
• age range 20-40
• social grouping A B
• high incomes
• £800 bike
• urban based
17. THE COED Y BRENIN STORY
Visitor monitoring and understanding the
market – dispelling the myths
• ride once a month
• high disposable income
•
limited outdoor skills
• want fun riding
• seek single track trails
18. THE COED Y BRENIN STORY
• 1994 – 16,000
visitors
• 2001 - 150,000 +
visitors
• 84% mountain
bikers
• 75% of mountain
bikers weekend
visitors
19. THE COED Y BRENIN STORY
•
•
CYB now primary reason for visiting
area
Average spend per head per day
£50 in late 90’s)
•
Estimated £4.7 million into local
economy (in late 90’s)
•
Service sector developed as a result
•
Year round season
20. THE COED Y BRENIN STORY
CYB SHOWED THAT
• Segmented market
• Potential for growth in key parts of market
• Potential economic impact
21. THE COED Y BRENIN STORY
MARKET SEGMENTS
• Trail riders
• Sport riders
• Enthusiasts
• Downhillers/freeriders
22. MARKET SEGMENTS
TRAIL RIDERS
• Skilled outdoor enthusiasts
• Fit
• Predominantly male
• Members of pressure groups
• Challenging rides
• Rights of Way
• Small segment
23. MARKET SEGMENTS
SPORT RIDERS
• Competitive cyclists
• Involved in other cycle sports
• Limited outdoor skills
• Members of clubs
• Fit, skilled riders
• Mostly male
• Small segment
25. MARKET SEGMENTS
ENTHUSIASTS
• Recreational riders
• Wide spectrum of ability and fitness
• Limited outdoor skills
• 30/70 male/female
• Travel to ride
• Want waymarked trails
• Ride in groups
• Largest segment
26. POTENTIAL FOR GROWTH
ENTHUSIASTS
• Most potential for growth
• Potentially high volume
• Potentially high value
• Targeted trail products
27. POTENTIAL FOR GROWTH
• Trail products for Enthusiasts limited in UK and Wales
• Forestry Commission in best position to fill a gap in the market
• Strategic decision to develop trail products for Enthusiasts
• Plus support facilities
28. MOVING UP A GEAR
• Cycling Wales Action Group (CWAG)
• Partnership between key agencies and others
• Development of FC MTB Wales strategy
• Development of cycle tourism strategy for Wales
• Adopted by Wales Tourist Board
• FC strategy tied in to larger tourism strategy
• Moving up a gear launched in 1999
29. MOVING UP A GEAR
THE PARTNERS
• Forestry Commission – trail development and management
• Wales Tourist Board – strategic marketing resources
• Welsh Development Agency – funding (capital)
• Local authorities – funding (capital, revenue)
30. MOVING UP A GEAR
THE STRATEGY
• 5 short break destinations
• Must reflect variety of landscapes and terrain
• Must access different markets
• Must lead to sustainable growth in the market
32. THE DESTIANTIONS
GWYDYR FOREST
• Well developed tourism infrastructure
• Easy access for visitors from NW England
• Existing unsanctioned MTB use
• Forest park, timber production secondary
• Day visit and short break destination
• Major conflict issues
• Mountainous and rocky
• Snowdonia National Park
• All new build trails
• Numerous constraints
33. THE DESTIANTIONS
COED Y BRENIN
• Forest park
• Visitor centre
• Timber production secondary
• Iconic status – high profile
• Remote location
• Primarily short break destination
• Distinctive trail product
• Marketing tool for whole product
• Upgrade of existing trails
• Some new build
34. THE DESTIANTIONS
NANT YR ARIAN
• Remote location
• Visitor centre working under capacity
• Local tourism industry in decline
• Active timber production area
• Access to extensive rights of way network
• Short break destination
• West midlands market
35. THE DESTIANTIONS
CWM CARN
• Urban fringe forest (Cardiff, Newport)
• High levels of unsanctioned MTB use
• Major conflict issues
• North London 2 hours away
• Primarily day visit but also short break
36. THE DESTIANTIONS
AFAN VALLEY
• Major timber production area
• Existing unsanctioned MTB use
• Very deprived local communities
• Little or not tourism infrastructure
• Huge forest
• Showed greatest potential
• Easy access to large markets
37. THE PRODUCT
• Waymarked trails
• Centred on visitor facilities
• Consistent standards
• Effective interpretation
• Fun, accessible riding
• An authentic experience
• Lots of singletrack
• Worth travelling to
• Quality assured
38. THE PRODUCT
• 300km of waymarked trails
• Enough riding for 2 – 3 day visit
• Prescribed loops
• Flexible trail systems
• Allows for longevity
• On site bike washing
• On site bike repair
• On site bike hire
• On site cafes and shops
• ‘Joined up’ marketing
39. MARKETING
• Mountain biking key component of WTB product marketing
• WTB marketing campaign manger for Mountain Biking
• CWAG liaison
• Campaign print and on line based
• Mountain Biking Wales brand
• Brand running through all marketing materials
• Marketing outputs monitored by WTB
• Marketing resourced by WTB
40. MARKETING
ON LINE
• www.mbwales.com
• Rider centred information
• Trail maps
• Pictures
• Trail information
• Feedback
• News
• On line registration
• www.visitwales.com
• accommodation
• Bike friendly
• On line booking
41. MARKETING
PRINT
• Individual trail guides
• Mountain Biking Wales Brochure
• Inserts in MTB magazines
• Distributed at tourist offices, at trail centres and at shows
43. OUTPUTS
WHY ARE OUTPUTS IMPORTANT?
• Condition of funding
• Ensures future funding
• Monitoring trends
• Helps get the product right
• Helps keep the product right
44. OUTPUTS
MEASURING OUTPUTS
• Calibrated electronic counters on trails
• On site surveys to establish vehicle occupancy
• Face to face surveys of visitors
• FC statistics branch provided sampling models
• FC statistics branch process data
• FC present findings at regular CWAG meetings
• Conversion of marketing data from WTB
• WTB collate and present outputs to partners
47. VISITOR TRENDS
• Initial sharp increase in visitor numbers
• Growth has slowed but still growing
• Repeat visits
• Short break visitors over 80%
• Most centres ‘stand alone’ destinations
• Virtually year round season
48. VISITOR PROFILES
• Majority from outside Wales
• Majority high income
• Majority urban based
• 70:30 - male: female ratio
• Many riders go nowhere else
• Enthusiast core of market
• Other segments also represented
• Growing evidence of more local visitors
• Growth in non mountain bike visitors at all sites
49. VISITOR SATISFACTION
• 98% satisfaction with trails
• 2% not satisfied with trails
• Satisfaction centred on quality of singletrack and waymarking
• 2% found trails either too difficult or too easy
• 58% satisfied with trailhead facilities
• 25% not satisfied with trailhead facilities
• 17% not bothered either way
50. VISITOR SPEND
On site spend – CYB
• Car parking - £50,000 per year
• Bike wash - £5,000 per year
• Shop turnover - £70,000 per year
• Café turnover - £130,000
51. VISITOR SPEND
• WTB conversion figures from web based surveys
• FC – site based surveys
• Accommodation
• Fuel
• Food
• Conservatively estimated £14 million in to Welsh economy
• Shows that MTB tourism is high value and relatively high volume
52. PRESS AND PR
• PR strategy part of development strategy
• PR centrally handled by specialist agency
• PR budget £12,000 for first year (including web site)
• Gradual ‘drip feed’ during development
• Launch of completed trails
• Editorial
• Specialist magazines
• National newspapers
• TV/radio
• Estimated £590,000 worth of positive press and PR for FC
• FC and communities – positive attitude to MTB
• Created demand for more development
54. TRAINING AND EMPLOYMENT
• 47 people employed in trail construction
• Majority previously unemployed
• Training schemes set up with local authorities at each site
• Trail teams received training
• Chainsaw
• Excavator driving
• Dumper driving
• NVQ – stone walling, fencing
• Funding for training from WAG
• All now in full time employment
55. PARTNERSHIPS
• Community groups
• Local authorities
• WTB
• Taking development on to the next stage
• Ensuring local ownership
• Ensures long term future
56. WHAT HAPPENED NEXT
Sea change in FC recreation policy
Recreation became central to FC’s business
Much greater demand from communities and local
authorities for recreation development
The 7 Stanes
Further development of the “Trail Centre” model
UK now has the most developed MTB market in the
world
Enthusiasts central to that market
Over 30 trail centres throughout the UK
57. AND FINALLY …
Welsh MTB Initiative kick started trail development in the UK
and beyond
It took the development of CYB to make it happen
The key was understanding the market and developing the
right “product”
And developing partnerships
Wales is now an international MTB destination
More importantly – local Welsh people are using their forests
for recreation and reaping the benefits
