Events and Destinations: the benefits of hosting the BCES

Transcription

1 Events and Destinations: the benefits of hosting the BCES Prepared by: Ted Morton Bachelor of Tourism Management Event Director

2 Contents Video What is an Enduro? Who is the? Quick Facts Stats Demographics Event Tourism Why is the BCES important? Collaborate for success! Host Benefits Opportunities Questions

3 Video Kimberley Enduro Pinkbike Video

4 What is Enduro? Stage Race 5-6 Stages =med 3-6 Hours of riding 20-40kms Un-=med uphill's (Transfer stages) Rule of enduro: if you can t talk to your buddy, you re pedaling too hard! Timed stages are racing! Best overall =me wins Adventure, explora=on, community Micro Adventures Close to home, livle exposure, livle cost, physically demanding. SOCIAL!!!!

5 Riders ge[ng ready to drop-in Quick Facts Canada s Only Enduro Race Series Privately Owned and Operated 10 Destinations Private Insurance 2016 = Founding of the BC Enduro Mountain Bike Association Partnered with the Trans BC and Trans New Zealand, 5-day enduros The series is owned by Megan Rose. She holds an advanced diploma in event management and has been pu[ng on biking events for the past 8 years. Megan ridden in more than 45+ events and has a desire for coffee! This year, Megan has hired Ted Morton as Event Director, he has worked with the series since it s inaugural event. Ted holds a degree In Tourism Management focusing on adventure and has been a mountain bike guide, instructor and coach for the past 5 years.

6 Social Media Internet 125,000+ Website Views Average event video receives 3,000-5,000 views Media Statistics Ranked #7 Enduro to try by singletracks.com Facebook Monthly Facebook Organic Reach of 46,012 2,400 Facebook Likes Pinkbike 30,000+ Pinkbike Video views 140,000 Pinkbike Ar=cle views Over 1,000 photos on Pinkbike Over 20 Pinkbike homepage posts per year.... More Stats Notable Riders! Yoann Barelli Adam Craig Josh Carlson Katrina Strand Rosara Joeseph Dus=n Adams Geoff Kabush Evan Guthrie James Rennie Jamie Biliuk Instagram 700+ Hashtags on Instagram in one year Average of 175 riders per race (almost double from 2014) Over 1,800 riders in 2015 Womens class is 4th largest category Junior U15 and U19 Classes, youngest rider = 8

7 Event Tourism Theory Authenticity how do you create an authentic experience? Kamloops vs. Revelstoke The Core Serious recreation pursuits and self-actualization (Green & Jones 2007) Seven Summits, Whistler, BC-Bike Race, Chilcotin Bike-packing Unique ethos as a travel motivator (Getz & McConnell 2011) Career ladder & the name game Have you ridden that trail? Unique, Authentic, Iconic events = must have! Myth of creation Retallack Enduro if you weren t there, you don t know, but you should!

8 Evolution of Adventure Industry 1 st : Early adventure guiding 2 nd : Personal growth / wilderness experience 3 rd : Skill mastery 4 th : Experience tourism 5 th : 2000-present Authentic tourism

9 Demographic Information The is where Authen=c Experiencers come to play. Our par>cipants are extremely tech-savvy, early adopters, that are the voice of riding in their communi>es. Our par=cipants enjoy the challenge and have a large amount of disposable income. Personal Income: 32% $50K - $80K 18% 80K+ Place of Origin: 32% Vancouver Lower Mainland 40% Alberta Mar=al Status: 41% Married 28% Partnered Children: 65% None 18% Two children Age: 60% y.o. 18% y.o. Social Media Use: 65% of people are pos=ng photos while at the event Why BCES: 35% come for the chance to travel and ride new des>na>ons 20% community; come to be with like minded people 16% adventure and explora>on 42% Alberta, 32% Vancouver, lower mainland, 13% Kootenays

10 Why is the BCES important? Destination qualification and authenticity creation Year one vs. year two The core Brand Trust Planning and logistics organized experience for tourists Promotions and marketing for destinations Showcasing signature trails or unique experiences Economic benefits: Average total expenditure by participants per destination (excluding fuel and entry fees) = $72,250 FUN!!!!

11 Collaborate for Success! Key topics for symposium: Land Use Agreements First Na=ons Partnerships Regional Collabora=on MTB Culture and Community Building Visitor Informa=on Needs Content Marke=ng BCES as a tool to help create collabora1on and to help solidify exis1ng partnerships! Story of Pen1cton Enduro Freedom Bike Shop & Pen1cton and Area Cycling Associa1on Bike Shops as DMO s

12 Host Benefits Improved Community Cohesion Creation of destination authenticity $70,000 in tourist expenditure Enduro route publication on trail forks Promotional Material Photos, videos, social media Coverage and exposure to endemic enduro market

13 Opportunities Destination film of event Event photos Name and logo on all event photo s Logo/links in promotional materials Event Day Presenting Sponsor Williams Lake Enduro Showcasing and packaging possibilities Accommodation packages Planning and logistics organized experience for tourists Inquire after presentation about pricing

14 Christophe Laue Photo

15 2015 Sponsors Thanks!!!

16 Questions?