Haliburton Highlands Cycling Economic Impact Survey Report

Transcription

1 Haliburton Highlands Cycling Economic Impact Survey Report Results and Analysis Haliburton Highlands Chamber of Commerce March 2016

2 Executive Summary The Haliburton Highlands Cycling Economic Impact Survey was conducted by the Communities in Action Committee, the Haliburton Highlands Tourism Department and the Haliburton Highlands Chamber of Commerce. An online survey was created in order to gather information about economic activity generated by cycling in the Haliburton Highlands in The survey was open from May 1 to October 12, 2015, and responses sought from both visitors and residents who cycled in the Haliburton Highlands. There were 162 survey respondents, however not every person completed each question. Thirty-nine respondents were visitors, including 6 first-time to the Highlands. There were 123 residents who responded, with 62 permanent and 61 seasonal. Measurements of economic activity included approximation of money spent by cycling visitors on goods and services during their stay. 54% of visitors stayed at a local accommodator. 51% of visitors stayed for 4 days or longer. Visitors were asked to estimate their spending while in the Highlands on accommodation, food, drink, retail, and entertainment. Overall, visitors overall spending averaged $540 per visit. For residents, the measure was an approximation of money spent on cycling-related purchases (e.g. equipment, clothing) during the summer. Cycling residents reported planning on spending an average of $222. The survey also asked where people cycled to. While there were a range of destinations among both resident and visiting cyclists, food/beverage establishments figured prominently, as well as other foodrelated destinations such as grocery stores and farmer s markets. All respondents were asked what they liked most about cycling in the Highlands. Road/trail quality and feeling safe while cycling were the top two reasons for both groups. To improve conditions for cycling, both groups identified the need for more, wider and well-maintained paved shoulders. Cycling was identified as a significant influence on visitors to making a return visit to the Highlands (87% strong or very strong influence). 54% of visitors stated that cycling would be a strong or very strong influence on their decision to buy a cottage here. For residents, 75% stated that cycling opportunities were very important to their quality of life. This survey was likely completed by people already engaged with cycling among both residents and visitors, leading to some selection bias and a sample group that is not necessarily representative of the entire population. However, it is clear that cycling does contribute to making the community a desirable place to live and visit, that cycling generates economic activity, and that there are opportunities for growing cycling as a tourism product and quality of life feature. Continuing to invest in and promote cycling will enable the Haliburton Highlands to tap into the growing demographic of cyclists in Ontario. 1

3 Recommendations: Cycling Opportunities 1. Continue to improve primary and secondary roads in the Haliburton Highlands, ensuring timely replacement or maintenance on roads with potholes and cracks. 2. Wherever possible, ensure a wide and well-maintained paved shoulder is available on primary roads. Major road rehabilitation projects are a good time to install new paved shoulders. 3. Increase promotion of cycling opportunities to visitors and residents, in particular existing cycling maps, routes and stops. Look to establish partnerships with local businesses that are already on the list of frequent locations visited by cyclists, in order to improve the cycling experience for all. Encourage businesses to join the Ontario By Bike network, which identifies them as cycling-friendly, and adds to promotion of cycling across Ontario 4. Many people who cycle also hike, boat and do other quiet recreation activities. Cycling can be cross-promoted with these kinds of activities as a way to show the diverse outdoor opportunities available in the Highlands. Many people who rent or visit cottages also cycle, so cycling promotion could be done through cottage rental services and at the Home and Cottage show. 5. Real estate agents can be made aware of cycling opportunities and resources such as the cycling map to share with prospective cottage and home buyers. 6. Develop and promote self-guided cycling tours that feature destinations such as natural features (e.g. Ritchie Falls) and local food/drink (e.g. Little Tart, Abbey Gardens) 7. Continue to promote the Share the Road program, especially among motorists both permanent and visiting. Consider expansion of the program or innovative ways to draw attention to cyclists, particularly in the summer season. 8. Consider specific promotion of the Haliburton Highlands as a long-distance cycling destination, in order to attract cyclists who are interested in more challenging adventure on the roads. 9. Investigate potential to partner with neighbouring regions to promote long-distance cycling routes that cross jurisdictions. 2

4 Table of Contents 1. Survey Information Analysis: Visitors Analysis: Spending by Cycle Tourists (Visitors) Analysis: Residents Analysis: Cycling Spending by Residents Analysis: Cycling in the Haliburton Highlands Demographics Discussion Recommendations...20 Appendix A: Survey Questions...22 Appendix B: Survey Map

5 The Haliburton Highlands Cycling Economic Impact Survey was conducted by the Communities in Action Committee, the Haliburton Highlands Tourism Department and the Haliburton Highlands Chamber of Commerce. The survey was created in order to gather information about economic activity generated by cycling in the Haliburton Highlands in Survey Information The survey was created online using Survey Monkey technology, and was open for responses from May 1, 2015 to October 12, Responses were sought from cyclists, both visiting and residing in the Haliburton Highlands. A postcard was developed and distributed across the county through a variety of outlets including the Tourism Information Centers in Minden and Haliburton, local accommodations, restaurants and recreation locations. The survey was promoted online via the Haliburton Highlands Chamber of Commerce (HHCC) website and social media channels (Facebook, Twitter). Partner organizations, including the Haliburton Highlands Tourism Department (HHTD) and the Communities in Action Committee (CIAC), also promoted the survey to their networks. The survey was focused on cycling activity, and this was clearly indicated on all promotional materials Cycling Survey Postcard 4

6 The survey was crafted in such a way that visitors and residents were separated into distinct question threads. While this posed challenges during the analysis phase (more details in Analysis section), it had the benefit of ensuring questions asked were directly relevant to each group of respondents. In total 44 questions were posed, though as previously noted, not all respondents saw every question. A total of 162 respondents began the survey, however not every person completed each question. 2. Analysis: Visitors A total of 39 respondents self-identified as a visitor to the Haliburton Highlands. There were 6 first-time visitors and 33 repeat visitors. The large difference in figures could be attributed to a number of factors: the methods of promotion for the survey may have inadvertently spoken to more repeat visitors than first-time visitors, repeat visitors might feel as though they are more a part of the community and therefore willing to spare the time to complete the survey, or there may, in fact, be a larger population of repeat visitors than first-time visitors to the Haliburton Highlands overall. It is important to note, that respondents could be responding as an individual or a family/couple. This could mean that although there were only 39 visitor respondents, the data could represent more actual visitors if some of the responses were from couples or families. The purpose of questions to visitors was to isolate visitors who were cycling in the Haliburton Highlands to get an approximate value of money spent by cycling tourists on goods and services while in the Haliburton Highlands. Visitors were asked to identify their primary reason for coming to the Haliburton Highlands. The largest segment was those who came to cottage (44 %), followed by those who came to cycle (21%). If cycling is combined with mountain biking, visitors who came primarily to cycle rises to 35% of the respondents. Some of the other responses to this question were scout camp, legal reasons and the need to escape city life. Visitors: What was your primary reason for visiting the Haliburton Highlands? 6% (2) 5

7 Visitors were also asked to identify other activities they participated in while in the Haliburton Highlands. Visitors: What additional activities did you participate in while you were here? (check all that apply) This question allowed respondents to check all that applied. The greatest number of responses to this question was cycling, with hiking and visiting friends or family following closely behind. If cycling and mountain biking are combined, a total of 32% of responses indicated participation in some kind of cycling activity. In this survey, the majority (61%) of cycle tourists cycled once a day followed by 14% cycling 3 or more times per week; 14% once per week. Visitors: How often did you cycle while you were here? 6

8 There were more cycle tourists who cycled long distances during each trip, as compared to those who cycled less than 25 kilometres per trip. Visitors: How far did you cycle per trip? Cycle tourists were fairly evenly split when it came to the location of their cycling, with 18 respondents cycling in Dysart et al, 14 in Minden Hills, and 13 in Algonquin Highlands. Fewer respondents reported cycling in Highlands East (7) or on one of the rail trails in the county (2). A large majority of cycle tourists (82% - 23 respondents) cycled for recreation, which is consistent with the idea that visitors come to the Haliburton Highlands to enjoy their time outside. There were 9 respondents who reported that they were cycling in order to train, while 3 respondents reported that they primarily cycled as a method of transportation. When it came to making stops along the way, a majority (68% - 19 respondents) visited a shop, restaurant, service or attraction on their cycling route, while only 9 (31%) reported that they did not stop. There were 26 respondents who provided the location of their stops, which included: Buttermilk Falls Public beaches Wilberforce IGA Sir Sam s Grocery stores Ice cream stores (2 responses) Farmers Markets (Haliburton & Carnarvon were identified) The Little Tart Churches General stores, including Eagle Lake Country Store and West Guilford General Store Community centres (West Guilford, Lochlin, Stanhope) Restaurants (4 responses) The Art Hive Haliburton Museum Mill Pond McKecks Tap and Grill 7

9 2.1. Analysis: Spending by Cycle Tourists (Visitors) Cycle tourists visiting the Haliburton Highlands were asked a series of questions to determine their spending habits while in the community. Each question was broken down into dollar segments. A slim majority of cycle tourists stayed with a local accommodator (54% - 21 respondents), and they were fairly evenly split on the number of nights, with 22% staying for one night, 30% staying 2 nights, 17% staying 3 nights, and 30% staying 5 or more nights. Of those cycle tourists not staying with a local accommodator (46% - 18 respondents), 19% stayed 1 3 days, 25% stayed 4 7 days, 38% stayed more than a week and 19% stayed more than a month. When these numbers are combined, there was an almost even split between 1 3 day stays (49% - 19 respondents) and 4+ day stays (51% - 20 respondents). Of interesting note, is that 23% of cycle tourists stayed in the Haliburton Highlands for more than one week. Visitors were also fairly evenly split on the amount they expected to spend on accommodations, which correlates to the number of nights they stayed. In this survey, Cycle tourists staying 1 or more nights spent on average $230 on accommodations while in the Haliburton Highlands. Visitors: What is the amount you expect to spend on accommodations? 6

10 When it came to spending on food and drink, a slight majority (59% - 20 respondents) spent over $100, while the remaining respondents (41% - 14 respondents) spent under $100. Visitors: How much did you spend on food & drink while visiting the Haliburton Highlands? Cycle tourists spent on average $169 on food and drink while in the Haliburton Highlands. When it came to spending on retail and shopping, a substantial majority (82% - 28 respondents) spent under $100, while the remaining respondents (18% - 6 respondents) spent over $100. However, this minority of respondents did spend a majority (59%) of the total average dollars spent on retail and shopping. Visitors: How much did you spend on retail & shopping while visiting the Haliburton Highlands? Cycle tourists spent on average $84 on retail and shopping while in the Haliburton Highlands. 7

11 When it came to entertainment a significant portion of cycle tourists did not spend any money on entertainment or event tickets, with 47% (16 respondents) identifying a zero dollar amount. This could be related to the number of visitors who came to the Highlands to go to a cottage or participate in outdoor activities, as the cost of those items would not likely have been considered entertainment. Visitors: How much did you spend on entertainment while visiting the Haliburton Highlands? Cycle tourists spent on average $57 on entertainment while in the Haliburton Highlands. Overall, cycle tourists spent on average a total of $540 while in the Haliburton Highlands. This included accommodations at an average of $230; food and drink at an average of $169; retail and shopping at an average of $84, and events and entertainment at an average of $57. In this survey, 51% of cycle tourists stayed four or more days and 49% stayed one to three days in the Haliburton Highlands. 3. Analysis: Residents Residents, both seasonal and permanent, were asked a number of different questions than visitors. Questions were intended to determine where and when people cycle, how important cycling is to quality of life in the Haliburton Highlands, and cycling related spending. At the start of the survey, far more respondents identified themselves as residents, with 62 respondents identified as permanent residents and 61 identified as seasonal residents. Residents were asked what activities they participated in or planned to participate in during the summer of It should be noted that residents were encouraged to check all that apply, so while there were only 120 responses, they included multiple choices. There were 109 responses (27%) related to cycling, along with another 34 responses (8%) for mountain biking. Other popular activities were hiking (20% - 82 responses), boating (18% - 73 responses) and cottaging (16% - 65 responses). 8

12 Residents also identified a number of other activities they participated in or planned to participate in, including: Running (4 responses) Horseback riding (2 responses) Swimming (3 responses) Camping (2 responses) Canoeing (2 responses) Kayaking (4 responses) Road trips Pickleball (2 responses) Festivals and events Volunteering Paddle boarding Yoga Residents: What activities did you participate in during Summer 2015? (check all that apply) Those residents who selected either cycling or mountain biking were then asked the same series of questions related to cycling as were posed to visitors (cycle tourists). 9

13 When asked how often they cycled, far more residents responded that they participated in this activity three or more times a week when compared to visitors. 41% (53 respondents) of residents cycled multiple times each week, compared to only 14% (4 respondents) of visitors. As well, while 61% (17 respondents) of visitors reported cycling once a week, among residents there were only 21% (23 respondents) who fit into this category. Residents: How often to do you cycle? Residents were fairly evenly grouped when it came to the distances travelled on each trip. As residents were more likely to cycle often each week, it is logical to expect that the trips might be shorter on average. Residents: How far do you usually cycle per trip? 10

14 When asked what location residents usually cycled, there was far more variation between the areas than when the same question was asked of visitors. Again, this was a question with multiple responses. There were 92 responses (33%) for cycling in Dysart et al, followed by 57 (20%) in Minden Hills, 38 (13%) in Highlands East and 36 (13%) in Algonquin Highlands. A note of caution: selection bias could be a factor in these numbers, if the survey was more easily accessible to residents in the two larger rural centres (Haliburton and Minden villages). Residents: Where in the Haliburton Highlands do you cycle? (check all that apply) In a similar fashion as visitors, residents were more likely to cycle for recreation than for training or transportation, with 104 responses (54%) identifying recreation as the primary reason for cycling. However, training is notable as well; with 52 responses (27%) noting that cycling was a way to train. Residents: Why do you cycle in the Haliburton Highlands? (check all that apply) 11

15 A number of residents identified other reasons to cycle, including: Exploring the area (2 responses) Social outings (3 responses) Fitness/Health (6 responses) When asked where residents were usually going when they cycled, they were more likely to cycle in order to go to do their shopping (39% - 27 responses) or go to work (28% - 19 responses) Residents: If you cycle to get somewhere, where are you usually going? Residents also noted a number of places they were usually travelling to, including: Visiting friends or family (3 responses) Just for fun/leisure Go to the park For recreation (3 responses When it came to making stops along the way, residents and visitors were quite similar. In this case, 65% (73 respondents) usually stop on their route, while only 35% (39 respondents) reported not stopping. Some of the popular locations to stop on the cycling trail were: Restaurants (by far the most popular, with 12 responses) Coffee shops (8 responses) Baked and Battered (6 responses) Church Minden village Banks (2 responses) Meetings Post office (2 responses) Farmers markets, including Kinmount (3 responses) Halls Lake snack bar 12

16 Bakeries General stores, including the West Guilford General Store, Eagle Lake Store and Agnews Groceries, including the Independent and Foodlands Winery Public beaches Wilberforce Foodland Sculpture Forest The Little Tart (6 responses) Bonnie View Inn Head Lake Park Kawartha Dairy Tim Hortons Library Hardware stores Ice cream stores (3 responses) Rhubarb (2 responses) Boatwerks McKecks Tap & Grill 3.1 Analysis: Cycling Spending by Residents Residents were also asked if they planned to make any cycling-related purchases, such as equipment or clothing during the summer. Residents: How much money do you expect to spend on cycling-related purchases such as equipment and clothing this summer? A total of 113 respondents answered the question, with the largest number (27% - 31 respondents) indicating they would likely spend between $101 and $250. A similar number of residents expected to 13

17 spend between $51 and $100 (19% - 22 respondents) and between $251 and $500 (20% - 23 respondents). In this survey, cycling residents planned on spending on average $ on cyclingrelated purchases during the summer. 4. Analysis: Cycling in the Haliburton Highlands In the cycling survey, both visitors and residents were asked to identify the elements of cycling in the Haliburton Highlands that they most enjoyed, as well as suggestions as to how the experience might be improved. When asked what visitors most liked about cycling in the Highlands, road and trail quality was the number one response (57% - 15 responses) followed by feeling safe while cycling and feeling welcome in the Haliburton Highlands. Other reasons for enjoying cycling included the quietness, the scenery, the challenging trails, and the rolling hills. Visitors: What do you like about cycling in the Haliburton Highlands? (check all that apply) When residents were asked what they liked the most about cycling, feeling safe was the first choice, followed by road and trail quality. It is interesting to note those choices are reversed from the reasons chosen by visitors. 14

18 Residents: What do you like about cycling in the Haliburton Highlands? (check all that apply) Both residents and visitors had suggestions on how to improve conditions for cycling in the Haliburton Highlands. Of the 20 visitors who answered the question, more than 70% of respondents identified the need for more and better paved shoulders, including the widening of the shoulders and more consistent upkeep of the paved shoulders that did exist. Visitors also identified the need for better road conditions (timely replacement of worn or cracked pavement), more accessible area trail and common route maps, more rest stops, trails and routes that allowed access only to non-motorized vehicles, and more motorist awareness of the need to share the road. Of the 103 residents who answered the question, similar to the responses from visitors, more than 54% of respondents identified the need for more, wider, and better-maintained (including well-swept) paved shoulders. Many residents also identified a desire to see more dedicated bike lanes, as opposed to paved shoulders, with 18% mentioning that lanes would do more to ensure cyclist safety. Residents also identified the need for better road conditions (replacement of roads in a timely manner, and better maintenance of secondary roads), education for motorists and cyclists like, trails and routes that do not allow access to motorized vehicles, and more connecting trails between major routes. Other suggestions included: More maps of routes (2 responses) Bringing back Minden 150 (2 responses) A better surface for the Rail Trail (3 responses) More bike stands in the villages (2 responses) 15

19 More dedicated mountain biking trails (2 responses) Allowing cycling over Kennisis Dam (3 responses) From resident responses, a word cloud was created that demonstrates the emphasis on the need for more and wider paved shoulders. The larger the word, the more often it was mentioned in responses. Residents: What could be done to improve conditions for cycling in the Haliburton Highlands? The survey then asked residents and visitors two different questions in an effort to discover how important cycling was to their experience in the Haliburton Highlands. Visitors were asked if the quality of cycling opportunities would affect their interaction with the region, and how they might respond in the future. High quality cycling opportunities had a strong impact on whether visitors would consider returning to visit the Haliburton Highlands (a total of 87% of respondents answered either very strong or strong ). Though there was a lessening of impact on whether visitors would consider buying a cottage, still, over half (54%) said cycling opportunities had a strong or very strong influence on whether they would consider buying a cottage in the Haliburton Highlands. Of these options, the decision to buy a home in the Haliburton Highlands was least impacted by the quality of cycling opportunities. Residents: How strongly would the quality of cycling opportunities in the area influence your decision to: 16

20 Residents were asked to evaluate the impact of cycling opportunities on their quality of life in the Haliburton Highlands. The vast majority (75% - 88 respondents) noted that these opportunities were very important to their quality of life, and an additional 23% (27 respondents) indicated that cycling opportunities were somewhat important to their quality of life. It should be noted that some selection bias is likely in this question, as the survey was promoted strongly within the cycling community. Residents: How important are cycling opportunities in the Haliburton Highlands for your quality of life? 5. Demographics Respondents were asked a number of questions related to their demographics, in order to better assess the type of person who completed the survey. A total of 184 respondents indicated their ages, which ranged from infants to over 75 years of age. The median age group for this survey was the range, with 48 respondents (26%) choosing this option. There were also 47 respondents (26%) who indicated they were between the ages of 55 and 64. There were more men (61%) than women (38%) who completed the survey. Respondents were also asked about their household income. While 151 respondents answered the question, 24% opted out of the question, selecting prefer not to answer as their response. The largest number of respondents (27% - 41 respondents) identified their annual household income as being more than $150,000, followed by 31 respondents (21%) who identified their income as being between $60,000 and $99,999. The average income bracket for respondents was the $100,000 to $129,999 range. This is similar to findings in Quebec and elsewhere that indicate cyclists tend to be in higher income brackets and have more disposable income. 17

21 6. Discussion Throughout the course of this survey and subsequent analysis, it is clear that for many people, cycling is an important aspect of living or visiting the Haliburton Highlands. Both residents and visitors enjoy the scenery, trails and experiences offered by cycling and mountain biking. I love cycling, but I also love hiking & swimming, so I would still love the Highlands even if I didn t cycle! - Survey respondent There was selection bias with respect to who completed the survey. That is to say, the survey was more likely to be completed by people already engaged with cycling, either as residents or visitors, and that group is not necessarily representative of the entire population. However, there is certainly a very keen group of cyclists living in the Haliburton Highlands and for some, the cycling opportunities offered here are the reason they purchased a home or cottage and contribute to their perceived quality of life. As well, this means that there is an opportunity to inspire more visitors to come to the Haliburton Highlands for cycling, especially those who are looking specifically for new or different cycling challenges. Many respondents commented on the rolling hills and more challenging terrain offered by the Haliburton Highlands, and this would likely appeal to more dedicated cyclists. Visitors were also looking for quality outdoor experiences in the Haliburton Highlands, such as hiking and boating (both motorized and non-motorized). Many residents also identified these activities, in addition to running, swimming and horseback riding as key summer activities. This speaks to the high quality of outdoor experiences that the Haliburton Highlands has and continues to offer to visitors and residents alike. (Cycling) is one of the reasons we bought a cottage here vs. Muskoka. - Survey respondent Many visitors came to the Haliburton Highlands to enjoy a cottage, whether rented or simply visiting friends with a cottage in the area. In order to further encourage these visitors to try cycling in the Haliburton Highlands, it could be helpful to reach them where they are most likely to visit the grocery store, hardware stores, or the Home and Cottage Show. Among visitors, longer distance cycling routes and opportunities were preferred to the shorter distances enjoyed by residents. This could be explained by the fact that residents were more likely to cycle in order to do specific tasks get to work, complete errands and that they have more access to the cycling opportunities of the Haliburton Highlands on a more regular basis. For visitors, there is opportunity to highlight the fact that there are many long-distance routes in the region. Indeed, the 18

22 growth of long distance cycling tours such as the Ride to Conquer Cancer demonstrates the opportunity to attract a growing market of cyclists who may be looking for new and interesting places to train. There were a number of locations identified by both visitors and residents as popular stops along their cycling routes. Cycling is a natural complement to the culinary tourism efforts of the County Tourism Department food and cycling go together! There is an opportunity to work with local businesses and organizations to develop specific cycling routes/tours with identified stops - much like what the Ontario Highlands Tourism Organization s Ride the Highlands program has done with motorcyclists. When I cycle past a share the road sign, I feel safer. I pull my child in a bike trailer safety is a major factor in whether I drive or cycle -Survey respondent The work being done by the Communities in Action Committee to produce, update and distribute a Haliburton Highlands cycling map should be commended, though some visitors indicated they did not know about the existence of such a map. An opportunity to better promote the existence of the map exists, with the County Tourism Department being a likely partner in this endeavour. To truly make the most of these opportunities, feedback about the improvements needed to make cycling a more pleasurable experience should be heeded. The need for more and wider paved shoulders, as well as the consistent upkeep of roads, was a recurring theme throughout the survey responses. The County should continue to include paved shoulders of minimum 1.2m width on major road rehabilitation projects as a way to build on the cycling network. Programs like Share the Road have been noticed by cyclists (and hopefully motorists), but more public education to all users of the roads would also help reassure those who may not be as comfortable cycling alongside motor traffic. The case for improving cycling opportunities in the Haliburton Highlands is clear after completion of the survey and analysis. Visiting cyclists in the Haliburton Highlands are generally from a higher-income level and have more disposable income to support the local economy. Overall, cycle tourists spent on average a total of $540 while visiting the Haliburton Highlands. This amount is broken down as follows: accommodation at an average of $230 (43% of total); food and drink Paved roads with cycling lanes are a must to have cyclists come to Haliburton. - Survey respondent 19

23 at an average of $169 (31%); retail and shopping at an average of $84 (15%) and finally events and entertainment at an average of $57 (11%). In comparing the average spend of $310 (excluding accommodation) of cycle tourists in this survey to a similar survey conducted in the Niagara Region 1 ($148 excluding accommodation), our higher values of spending could be reflective of longer stays (47% of our cycling tourists paying for accommodations stayed 3+ nights vs 14% in the Niagara study). As well, continuing to improve cycling opportunities is a good way to maintain or increase the quality of life of those living in the Haliburton Highlands. While there is likely some selection bias in the responses from residents, it is clear that cycling contributes to making the community a desirable place to live and visit. Finally, it should be noted that although the sample size for visitors is relatively small (39 visitors compared to 123 residents), the answers are still instructive for future planning purposes. A concerted effort was made to engage visitors in the survey process, and this should not be dismissed. 7. Recommendations Methodology & Survey Design 1. Increase efforts to reach visitors with future surveys, especially if the primary goal of the survey is to collect economic information from those who do not live in the Haliburton Highlands. Starting the promotion of a survey earlier in the year could help, as well as running an annual survey. Targeted advertising through social media could also assist in reaching target markets that are more likely to visit the Haliburton Highlands. Haliburton is becoming a Mecca for cyclists. 2. In order to increase response rates, ensure future surveys are less complicated, with fewer streams for questions or perhaps different surveys for segments of the population. 3. Increase efforts to distribute the survey to all regions of the Haliburton Highlands. Cycling Opportunities - Survey respondent 10. Continue to improve primary and secondary roads in the Haliburton Highlands, ensuring timely replacement or maintenance on roads with potholes and cracks. 1 Economic Impact of Cycle Tourism, Niagara Region and Greenbelt Areas. Summer

24 11. Wherever possible, ensure a wide and well-maintained paved shoulder is available on primary roads. Major road rehabilitation projects are a good time to install new paved shoulders. 12. Increase promotion of cycling opportunities to visitors and residents, in particular existing cycling maps, routes and stops. Look to establish partnerships with local businesses that are already on the list of frequent locations visited by cyclists, in order to improve the cycling experience for all. Encourage businesses to join the Ontario By Bike network, which identifies them as cycling-friendly, and adds to promotion of cycling across Ontario 13. Many people who cycle also hike, boat and do other quiet recreation activities. Cycling can be cross-promoted with these kinds of activities as a way to show the diverse outdoor opportunities available in the Highlands. Many people who rent or visit cottages also cycle, so cycling promotion could be done through cottage rental services and at the Home and Cottage show. 14. Real estate agents can be made aware of cycling opportunities and resources such as the cycling map to share with prospective cottage and home buyers. 15. Develop and promote self-guided cycling tours that feature destinations such as natural features (e.g. Ritchie Falls) and local food/drink (e.g. Little Tart, Abbey Gardens) 16. Continue to promote the Share the Road program, especially among motorists both permanent and visiting. Consider expansion of the program or innovative ways to draw attention to cyclists, particularly in the summer season. 17. Consider specific promotion of the Haliburton Highlands as a long-distance cycling destination, in order to attract cyclists who are interested in more challenging adventure on the roads. 18. Investigate potential to partner with neighbouring regions to promote long-distance cycling routes that cross jurisdictions. 21

25 Appendix A: Survey Questions Introduction This survey, being conducted by the Communities in Action Committee, the Haliburton Highlands Tourism Department and the Haliburton Highlands Chamber of Commerce, is intended to gather information about economic activity in the Haliburton Highlands. This survey is open to residents and visitors alike. If you spent time in the Haliburton Highlands as an individual, family or couple, please complete one survey. If you spent time as a group of individuals, please have each person complete a survey. Everyone who completes the survey will be entered in a draw for some Haliburton Highland prizes! Grand Prize Package: A weekend of experiences in the Haliburton Highlands Monthly Prize Package: Prizes from the MyHaliburtonHighlands Collection by Roots All survey responses will be kept confidential and anonymous. If you wish to be entered into the draw, we will require your contact information but it will be separated from your survey responses and will only be used to contact you if you win a prize. Thank you for taking the time to complete this survey. If you have any questions, please contact the Haliburton Highlands Chamber of Commerce at admin@haliburtonchamber.com or (705) Copyright 2015 Haliburton Highlands Chamber of Commerce. 22

26 Your Time in the Haliburton Highlands Appendix A: Survey Questions * 1. Are you a: Permanent resident Seasonal resident First-time visitor Repeat visitor 23

27 Your Time in the Haliburton Highlands Appendix A: Survey Questions 2. While visiting the Haliburton Highlands this summer (May 15 - October 12), did you stay overnight at a local accommodation? Yes No 24

28 Appendix A: Survey Questions Local Accomodations 3. How many nights will you stay at a local accommodation? 1 night 2 nights 3 nights 4 nights 5 or more nights 4. What is the total amount that you expect to spend on accommodations while here? $1 - $65 $66 - $85 $86 - $100 $ $121 - $200 $201 - $500 $500 or more 25

29 Appendix A: Survey Questions Length of Visit 5. How many days did you, or are you expecting to, spend in the Haliburton Highlands? 1-3 days 4-7 days More than one week More than one month 26

30 Appendix A: Survey Questions Spending During your stay, how much money will you spend in the Haliburton Highlands on: * 6. Food & drink $1 - $25 $26 - $50 $51 - $100 $101 - $250 $251 - $500 $501 or more * 7. Retail & shopping $0 $1 - $25 $26 - $50 $51 - $100 $101 - $250 $251 - $500 $501 or more * 8. Entertainment or event tickets $0 $1 - $25 $26 - $50 $51 - $100 $101 - $250 $251 - $500 $501 or more 27

31 * 9. Other purchases (please describe) $0 $1 - $25 $26 - $50 $51 - $100 $101 - $250 $251 - $500 $501 or more Please describe purchases Appendix A: Survey Questions 28

32 Activities in the Haliburton Highlands Appendix A: Survey Questions 10. What activities did you, or are you expecting to participate in during Summer 2015 (May 15 October 12)? (check all that apply) Cycling Mountain biking Hiking Off-road vehicle riding Motorcycle touring Boating Fishing Visiting friends or family Attending the Haliburton School of the Arts Cottaging Other (please specify) 29

33 Appendix A: Survey Questions Spending * 11. How much money do you expect to spend on cycling-related purchases such as equipment and clothing this summer? $0 $1 - $25 $26 - $50 $51 - $100 $101 - $250 $251 - $500 $501 or more 30

34 Activities in the Haliburton Highlands Appendix A: Survey Questions 12. What was your primary reason for visiting the Haliburton Highlands? Cycling Mountain biking Hiking Off-road vehicle riding Motorcycle touring Boating Fishing Visiting friends or family Attending the Haliburton School of the Arts Cottaging Other (please specify) 13. What additional activities did you participate in while you were here? (check all that apply) Cycling Mountain biking Hiking Off-road vehicle riding Motorcycle touring Boating Fishing Visiting friends or family Attending the Haliburton School of the Arts Cottaging Other (please specify) 31

35 Cycling in the Haliburton Highlands Appendix A: Survey Questions Cycling in the Haliburton Highlands includes on and off-road riding. 14. How often do you cycle? Once a day Twice a day Once a week Twice a week Three or more times a week 15. How far do you usually cycle per trip? Less than 10 kilometres kilometres kilometres kilometres More than 100 kilometres 16. Where in the Haliburton Highlands do you usually cycle? (check all that apply) Algonquin Highlands (e.g. Carnarvon, Dorset) Dysart et al (e.g. Haliburton, West Guilford, Eagle Lake) Highlands East (e.g. Gooderham, Wilberforce, Highland Grove, Cardiff) Minden Hills (e.g. Minden, Ingoldsby, Gelert, Lochlin) Rail Trails Other (please specify) 32

36 Appendix A: Survey Questions 17. Why do you cycle in the Haliburton Highlands? (check all that apply) Recreation To get somewhere Training Other (please specify) 18. If you cycle to get somewhere, where are you usually going? Work School Shopping Other (please specify) 19. On your rides in the Haliburton Highlands, do you usually stop at any shops, services or attractions? Yes No 20. If you usually stop, which shops, services or attractions do you visit? (please be specific) 21. What do you like about cycling in the Haliburton Highlands? (Choose all that apply) Road and trail quality Feel safe while cycling Feel welcome in the community Access to ameities Other (please specify) 22. What could be done to improve conditions for cycling in the Haliburton Highlands? 33

37 Cycling in the Haliburton Highlands Appendix A: Survey Questions Cycling in the Haliburton Highlands includes on and off-road riding. 23. How often did you cycle while you were here? Once a day Twice a day Once a week Twice a week Three or more times a week 24. How far did you cycle per trip? Less than 10 kilometres kilometres kilometres kilometres More than 100 kilometres 25. Where in the Haliburton Highlands did you cycle? (check all that apply) Algonquin Highlands (e.g. Carnarvon, Dorset) Dysart et al (e.g. Haliburton, West Guilford, Eagle Lake) Highlands East (e.g. Gooderham, Wilberforce, Highland Grove, Cardiff) Minden Hills (e.g. Minden, Ingoldsby, Gelert, Lochlin) Rail Trails Other (please specify) 34

38 Appendix A: Survey Questions 26. Why did you cycle in the Haliburton Highlands? (check all that apply) Recreation To get somewhere Training Other (please specify) 27. If you cycle to get somewhere, where are you usually going? Work School Shopping Other (please specify) 28. On your rides in the Haliburton Highlands, did you stop at any shops, services or attractions? Yes No 29. If you made a stop, which shops, services or attractions did you visit? (please be specific) 30. What do you like about cycling in the Haliburton Highlands? (Choose all that apply) Road and trail quality Feel safe while cycling Feel welcome in the community Access to ameities Other (please specify) 31. What could be done to improve conditions for cycling in the Haliburton Highlands? 35

39 Appendix A: Survey Questions Living in the Highlands 32. How strongly would the quality of cycling opportunities in the area influence your decision to: Very strong Strong Neutral Not strong Buy a home in the Haliburton Highlands Buy a cottage in the Haliburton Highlands Make a return visit to the Haliburton Highlands 33. Please provide comments, if any: 36

40 Appendix A: Survey Questions Living in the Highlands 34. How important are cycling opportunities in the Haliburton Highlands for your quality of life? Very important Somewhat important Not very important Not at all important 35. Please provide comments, if any: 37

41 Appendix A: Survey Questions Demographics * 36. Are you filling out this survey as: An individual A family A couple 38

42 Appendix A: Survey Questions Demographics 37. What is your age? Under 12 years old years old years old years old years old years old years old years old 75 years or older 38. What is your gender? Female Male Other 39. What is your total household income? Less than $10,000 $10,000 to $29,999 $30,000 to $59,999 $60,000 to $99,999 $100,000 to $129,999 $130,000 to $149,999 $150,000 or more Prefer not to answer 39

43 Appendix A: Survey Questions Demographics 40. What are your ages? (check all that apply) Under 12 years old years old years old years old years old years old years old years old 75 years or older 41. What are your genders? (check all that apply) Female Male Other 42. What is your total household income? Less than $10,000 $10,000 to $29,999 $30,000 to $59,999 $60,000 to $99,999 $100,000 to $129,999 $130,000 to $149,999 $150,000 or more Prefer not to answer 40

44 Appendix A: Survey Questions Contact 43. Are you willing to be contacted for further research on cycling in the Haliburton Highlands? Yes No 44. To be entered into our prize draw, please provide us with your contact information. Name Address Phone Number All survey responses will be kept confidential and anonymous. Your contact information will be separated from your survey responses and will only be used to contact you if you win a prize. 41

45 Appendix A: Survey Questions Thank you! Thank you for taking the time to answer this survey. We appreciate your responses. If you have any questions, please contact the Haliburton Highlands Chamber of Commerce at or (705) We hope you enjoyed your time in the Haliburton Highlands! 42

46 Appendix B: Survey Map Are you a: Permanent Resident Seasonal Resident What activities did you, or are you expecting to participate in during Summer 2015 (May 15 October 20)? Cycling and Mountain Biking All other responses How much money do you expect to spend on cyclingrelated purchases such as equipment and clothing this summer? Cycling in the Highlands How often do you cycle? How far do you usually cycle per trip? Where in the Haliburton Highlands do you usually cycle? Why do you cycle in the Haliburton Highlands? If you cycle to get somewhere, where are you usually going? On your rides in the Haliburton Highlands, do you stop at any shops, services or attractions? If you usually stop, which shops, services or attractions did you visit? What do you like about cycling in the Haliburton Highlands? What could be done to improve conditions for cycling in the Haliburton Highlands? Living in the Highlands How important are cycling opportunities in the Haliburton Highlands for your quality of life? Question Comments An individual Are filling out this survey as: A family or a couple Demographics What is your age? What is your gender? What is your total household income? Demographics What are your ages? What are your genders? What is your total household income? 43

47 Appendix B: Survey Map Are you a: First Time Visitor Repeat Visitor While visiting the Haliburton Highlands this summer (May 15 October 12), did you stay overnight at a local accommodation? Yes No Local Accommodations How many nights will you stay at a local accommodation? What is the total amount that you expect to spend on accommodations while here? How many days did you, or are you expecting to, spend in the Haliburton Highlands? Spending Food & Drink Retail & Shopping Entertainment or Event tickets Other purchases Activities in the Haliburton Highlands What was your primary reason for visiting the Haliburton Highlands? What additional activities did you participate in while you were here? Cycling or Mountain Biking All other responses Cycling in the Highlands How often did you cycle while you were here? How far did you cycle per trip? Where in the Haliburton Highlands did you cycle? Why did you cycle in the Haliburton Highlands? If you cycle to get somewhere, where are you usually going? On your rides to the Haliburton Highlands, did you stop at any shops, services or attractions? If you made a stop, which shops, services or attractions did you visit? What do you like about cycling in the Haliburton Highlands? What could be done to improve conditions for cycling in the Haliburton Highlands? Living in the Highlands How strongly would the quality of cycling opportunities in the area influence your decision to. Comments Are filling out this survey as: An individual A family or a couple Demographics What is your age? What is your gender? What is your total household income? Demographics What are your ages? What are your genders? What is your total household income? 44