Mountain Bike Recrea/on Tourism First Na/ons Trails Reconcilia/on

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1 Mountain Bike Recrea/on Tourism First Na/ons Trails Reconcilia/on

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5 Experience the Fraser

6 What do you know about mountain biking

7 You know you re doing something right.

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12 Aboriginal Youth Mountain Bike Program Ride, reconnect Mark Gau; - Trickster Art Allies on Bikes & Trails

13 Tahltan Na)on Iskut Band Gitlaxta amiks (Nisga a) Moricetown (Whet su wheton) Williams Lake Indian Band Xat sull (Soda Creek) Na)on Kitasoo First Na)on Bella Coola Canim Lake Band Simpcw First Na)on Adams Lake Band Xeni Gwet in Na)on (Tsilhqot in) Alexis Creek (Tsilhqot in) Yunesit in (Tsilhqot in) Lil wat (Mount Currie) First Na)on We Wai Kai First Na)on Yale First Na)on Boothroyd Indian Band West Bank First Na)on Pen)cton Indian Band Scia new (Beecher Bay) First Na)on

14 Mountain Biking Lives Here Abundance of land Beau/ful landscapes 1,000s of kms of trails (6,902 on trailforks) A broad diversity of trail opportuni/es LiP access bike parks (chair lips) Growing number of businesses and service providers Events & Fes/vals Growing poli/cal support Suppor/ve legisla/ve framework

15 Economic Impacts Value of Mountain Bike Tourism in the Sea to sky Corridor: $32 million Trails: $10.8 million 200 jobs $4.6 million in taxes for all levels of government

16 Economic Impacts Squamish Share of riders visi/ng 21% 44% Average length of stay 3.2 nights 5.8 nights Number of riders Day trip 6,404 12,894 Overnight 1,702 9,927 Tourism spending $2.3M $9.9M

17 Golden Golden Visitors spent $930,000 Revenues to local businesses: $518,000 Tax revenues: $230,000 Rossland Visitors spent $589,000 Revenues to local businesses: $362,000 Tax revenues: $188,000 Williams Lake $2 million annually 2 dozen jobs Rossland

18 Exis/ng & Emerging Mountain Bike Des/na/ons in BC

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22 Mtn Bikes & Rural Revitaliza/on Healthy & resilient community New economic revenues & employment Amenity migra/on 62% of local riders in Squamish indicate trails as very important to their decision to live in the community

23 Who are mountain bikers? Range of ages: 25 to 55 Majority are men Increasing number of women and families Professionals, university educated Make between $50,000 and $150,000 per year Tend to spend more per capita on trips Tend to stay longer in areas when visi/ng Mountain bikers travel 66% of MBBC Contest Entrants and 82% of BPBC Contest Entrants have taken an Overnight Trip for MTB Source: 2012 contest results 80% of IMBA members have taken an overnight vaca/on specifically to go mountain biking Source: Ride the Source/ IMBA 2003

24 Target Markets Ø Most immediate opportunity for growth? o Local markets o Create awareness and increase par/cipa/on throughout the region o Encourage new riders & demographics (women and families) Ø Inter- regional & provincial market o BC residents represent 61% of leisure travellers to northern BC & 51% of total leisure travel spending o Mtn bike travellers survey indicated a strongly likelihood of travel to northern BC (17%) o Yellowhead corridor could ahract significant riders from within the province Ø Inter- provincial market o Largest poten/al market: Alberta as well as the Yukon o Sport is growing rapidly in the province o Proximity to highways from Alberta can impact tourism o Albertans represent 15% of visitors to mountainbikingbc.ca

25 Target Markets Ø US market o 2006 study showed 135,000 US visitors visited BC for mountain biking o Visitors from Washington & Alaska enter region via ferry 250,000 passengers in 2012 o Alaska is a strong ahrac/on, visitors may be compelled to stay longer in the Yellowhead corridor for riding opportuni/es Ø Interna)onal market o Substan/al number of interna/onal visitors in BC for mountain biking each year o German visitors show greatest interest o Interna/onal visitors are drawn by scenery o Mountain biking is growing rapidly in Europe and other regions around the world o BC is recognized as a primary des/na/on

26 What are they looking for? Single Track, Signature trails or epic trails A diversity of trail op/ons & levels General rule: 1 hour of riding per hour of travel Way- finding: good accurate maps and signage

27 What are they looking for? Views & landscapes Looking for genuine experiences Suppor/ng services: o laundry o entertainment o bike shops, repair & maintenance o guiding services o Bike security & washing o transporta/on & shuhles Complimentary ac/vi/es & cultural tourism Success = good trails + infrastructure + hospitability

28 Recent Research Mountain bike riders survey Received 3,487 responses Key findings 91% were male 36% were between 25 & 34 26% between 18 & 24 24% between 35 & 44 Evenly split between incomes ranging from less than 25,000 to more than $100,000 with fewer earning more than $150,000 40% of respondents were from BC Other key loca/ons Alberta, Ontario, US, Europe, Australia and New Zealand

29 Type of Riding All Mountain 82% Downhill 77% Cross Country 69% Freeride 56% Road 40% BMX 15%

30 Mtn Bike Travel & Tourism 91% of respondents indicated they had taken an overnight trip 47% indicated 2 to 3 nights as the length of trips 24% indicated it depended on des/na/on Whistler 53% Somewhere else 34% Silver Star 28% Squamish North Shore Sun Peaks 21% 22% 27% Accommoda/ons Bed & Breakfast, 4% Staying with Friends, 8% Fernie 16% Comox Valley Cariboo 6% 12% Camping, 40% Hotels, 17% Northern BC 5% Small lodge/ motel, 31%

31 The Ideal Mountain Bike Trip

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