UMPQUA VALLEY BICYCLE TOURISM STUDIO SOUTHERN OREGON WINE INSTITUTE APRIL 5, 2017
TELLING OUR STORIES Who am I and what do I do? Over the past year, a positive highlight from my experience with bicycling in the region was As I look over the past year, a thing that concerns me about bicycle tourism in our area is If I had a magic wand and could change anything to increase bicycle tourism; these are the things I would change...
UMPQUA VALLEY BICYCLE TOURISM STUDIO SOUTHERN OREGON WINE INSTITUTE APRIL 5, 2017
TRAVEL OREGON Travel Oregon, is a semi-independent agency created by the Oregon Legislature in 2003 to enhance Oregonians quality of life by strengthening economic impacts of the state s $10.8 billion tourism industry with over 105,000 jobs.
WHY TOURISM MATTERS IN OREGON In 2015, Oregon Tourism: Generated $10.8 billion in direct travel spending Generated 105,500 jobs in Oregon & indirectly creates another 52,500 jobs Produced $421 million in state and local tax revenue Was one of the three largest exportoriented industries in rural Oregon Oregon Travel Impacts 1991 2014, Dean Runyan Associates Available at: Industry.TravelOregon.com/Research/Economic-Impact/
TRAVEL OREGON DEPARTMENTS Global Marketing Global Sales Destination Development
DESTINATION DEVELOPMENT Travel Oregon s Destination Development Team assists rural communities in creating robust and sustainable tourism economies by developing authentic experiences for travelers that aim to preserve, enhance and celebrate the local landscape and culture.
DESTINATION DEVELOPMENT People Planet Profit
PROGRAM GOALS Engage broad community stakeholders Raise awareness of value of tourism Establish positive relationships Connect resources Spark creativity and enthusiasm Identify new experiences, products/businesses
MOVING COORDINATED GROUPS.
AGREE ON A SHARED VISION
TRAVEL OREGON ADVANCES BICYCLE TOURISM
OREGON PRODUCES NATION S FIRSTS IN BIKE TRAVEL Oregon Bicycle Bill (1971) Oregon Bicycle Tourism Partnership (2004) Oregon Scenic Bikeways Program (2009) RideOregonRide.com (2009) Economic Significance of Bicycle-Related Travel Study (2012) Bike Friendly Business program for Travel Industry (2014) Annual Vehicle-Free Days at Crater Lake National Park (2014) Economic Significance of Cycling Oregon Scenic Bikeways (2014) Scenic Bikeways Brand (2015) 7Bikes for 7Wonders Campaign (2015) Oregon Bicycle Tourism Summit (2016)
OREGON BIKE TOURISM SUMMIT March 21, 2017 To bring those interested in, or working on, bicycle recreation and tourism development together with statewide and national experts to identify and share opportunities, resources and strategies, as well as to get inspired, network and foster collaboration.
GETTING INTO BICYCLE TOURISM
BICYCLE TOURISM VIDEO https://www.youtube.com/watch?v=qbg54c8cztq BICYCLE TOURISM STUDIO
ECONOMIC SIGNIFICANCE OF BICYCLE-RELATED TRAVEL IN OREGON (2012) Conducted by: Dean Runyan Associates Made possible by: Travel Oregon
BREAKDOWN OF BENEFITS TO OREGON BUSINESSES $175M Food & Lodging $28M Repairs, Clothing & Gear Bicycle Tourism $54M Groceries $32M Event Fees Oregon Bicycle Travel Economic Impact Study, 2013 $85M Motor Fuel, Parking & Airfare BICYCLE TOURISM STUDIO
BICYCLE-RELATED SHARE OF TRAVEL SPENDING PORTLAND (2.3%) GORGE MT.HOOD (14.8%) WILLAMETTE VALLEY (5.1%) CENTRAL (11.6%) EASTERN (4.6%) COAST (3.6%) SOUTHERN (4.2%) 10% + 4% to 10% 1% to 4% BICYCLE TOURISM STUDIO
AVERAGE SPENDING BY USER TYPE $152 $81 $38 $37 $35 $28 $27 $2 $0 $50 $100 $150 $200 BICYCLE TOURISM STUDIO
ECONOMIC SIGNIFICANCE OF CYCLING ON OREGON SCENIC BIKEWAYS (2014) Conducted by: Dean Runyan Associates Made possible by: Travel Oregon & Oregon Parks and Recreation BICYCLE TOURISM STUDIO
79,000 RIDES TAKEN ON SCENIC BIKEWAYS, 2014 Data estimated from: ODOT Line Strip Counts ODOT Volumes ODOT Video Counts Ride with GPS Volumes Volunteer Counts BICYCLE TOURISM STUDIO
Oregon Scenic Bikeway Program $12.4M Impact To Oregon s Economy in 2012 BICYCLE TOURISM STUDIO
WHO ARE THEY 65% are men 46% are 35-54 26% are 55-64 78% have a Bachelors or Masters degree 58% have household income above $75k 9% have household income above $200k BICYCLE TOURISM STUDIO
CYCLISTS ARE THE IDEAL VISITOR. Cyclists play hard, eat your food, and go to bed early. - City manager of Oakridge
BICYCLE DESTINATIONS
INFRASTRUCTURE + ROUTES BICYCLE TOURISM STUDIO
INFRASTRUCTURE / ROUTES QUALITY CONNECTIVITY CRITICAL MASS BICYCLE TOURISM STUDIO
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WORLD CLASS ROOTS (ROUTES) BICYCLE TOURISM STUDIO
KIOSKS, BIKE HUBS & FIX-IT STATIONS
TRAIL PLANNING & CONSTRUCTION
WAYFINDING & WE SPEAK BICYCLE TOURISM STUDIO
LOCAL INFORMATION Wayfinding & signage Helps create a culture for cycling BICYCLE TOURISM STUDIO
BUSINESS SERVICES + TRANSPORT
BIKE FRIENDLY BUSINESS PROGRAM OREGON LOVES CYCLISTS. THAT S WHY WE RE THE FIRST STATE IN THE NATION TO CREATE A BIKE FRIENDLY BUSINESS PROGRAM GEARED TOWARDS TRAVELERS. Become a Bike Friendly Business and Enhance your Marketing Exposure to Bicyclists BICYCLE TOURISM STUDIO
RECOGNITION & TRAINING PROGRAM AIMED TO: Help businesses understand the importance of Oregon s growing bike tourism industry Provide tips and tools for how businesses can be Bike Friendly Highlight businesses who commit to enhancing the Oregon biking experience for visitors and Oregonians Advance Oregon as a premier cycling destination BICYCLE TOURISM STUDIO
WHY YOUR BUSINESS SHOULD PARTICIPATE Bicycle-related tourism contributes $400 million into Oregon s economy annually By becoming Bike Friendly, your business will be primed to tap into this growing segment of the economy BICYCLE TOURISM STUDIO
OTHER REASONS TO PARTICIPATE All Oregon businesses are welcome to join & it s free! Tourism-related businesses get special recognition through Travel Oregon s marketing channels Bike Friendly toolkit, stickers, window clings and the option to purchase a customized Bike Friendly sign BICYCLE TOURISM STUDIO
ONCE OFFICIALLY RECOGNIZED, GET YOUR SIGN! BICYCLE TOURISM STUDIO
AND SHOWCASE IT PROMINENTLY BICYCLE TOURISM STUDIO
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BUSINESS SERVICES BICYCLE TOURISM STUDIO
VISITOR TRANSPORTAION SHUTTLES, GUIDES & OUTFITTERS PRIORITY LOOKS FORWARD TOGO workshops Future transportation support? BICYCLE TOURISM STUDIO
MARKETING + COMMUNICATIONS BICYCLE TOURISM STUDIO
TOURISM MARKETING MEGAPHONE BICYCLE TOURISM STUDIO
MARKETING + PROMOTIONS FOR OREGON SCENIC BIKEWAYS Branding Statewide map guide Promotional videos & photos Website & print ads Itineraries Stories Social PR & fam trips BICYCLE TOURISM STUDIO
BRANDING & GUIDELINES (2015) BICYCLE TOURISM STUDIO
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#7BIKES7WONDERS CAMPAIGN(2015) BICYCLE TOURISM STUDIO
BIKE CULTURE + EVENTS BICYCLE TOURISM STUDIO
PLAZAS & BIKE HUBS BICYCLE TOURISM STUDIO
LODGES THAT GET IT BICYCLE TOURISM STUDIO
GREAT PAIRINGS BICYCLE TOURISM STUDIO
CONNECTING WITH LAND MANAGERS BICYCLE TOURISM STUDIO
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THANK YOU! Scott Bricker Destination Development Manager Travel Oregon Sbricker@TravelOregon.com 971.717.6185
WHO ARE YOU? Name Organization Where you are from?
BICYCLE TOURISM PANEL PERSPECTIVES FROM THE FIELD Thom Batty, The Bike Concierge Dick Dolganas, Cycle Umpqua Colin Drake, Canyon Creek Bicycle Marty Fink, Bicycle Adventure Club BICYCLE TOURISM STUDIO
BICYCLE TOURISM PANEL PERSPECTIVES FROM THE FIELD What was one thing that you learned that you did not know? What inspired you or could be something that leads to action? What questions do you have? Choose ONE question per table, ideally directed at a specific panelist BICYCLE TOURISM STUDIO
LUNCH BICYCLE TOURISM STUDIO
BICYCLE TOURISM VIDEOS Otago Rail Trail (https://vimeo.com/37653981) BICYCLE TOURISM STUDIO
TOP VOTE GETTER STRATEGIES TO ADVANCE THE UMPQUA REGION BICYCLE TOURISM STUDIO
TOP VOTE GETTER STRATEGIES TO ADVANCE THE UMPQUA REGION Aligning websites and social media; quality images, etc. - (13) Attract Influencers, e.g. media trips, FAMS, tours (10) NUT Bike Event (10) Connectivity of Infrastructure (9) Partnerships to connect infrastructure needs (8) Develop bike-related services, e.g. tours, rentals, repairs (8) BICYCLE TOURISM STUDIO
THANK YOU! Scott Bricker Destination Development Manager Travel Oregon Sbricker@TravelOregon.com 971.717.6185 BICYCLE TOURISM STUDIO