MARKETING PLAN - Heart of BikingKaiteriteri 6 hour challenge Coppermine EB, JL Administrator 2016:...

MARKETING PLAN

Nelson Tasman Cycle Trails Trust February 2016

Nelson Tasman Cycle Trail Trust Marketing Plan draft 2016 Page 1

Nelson Tasman Cycle Trail Trust Marketing Plan Draft for Discussion February 2016


Contents

CONTENTS ............................................................... 2

1. INTRODUCTION ..................................................... 3

STRATEGIES, ACTIONS AND PERFORMANCE MEASURES .................................................................................................. 4 MARKETING ACTIVITY CALENDAR 2016 ........................................................................................................................ 8

2. HEART OF BIKING IN NELSON-TASMAN ................... 9

DUN MOUNTAIN TRAIL .............................................................................................................................................. 9 TASMAN’S GREAT TASTE TRAIL .................................................................................................................................. 9 THE CODGERS MOUNTAIN BIKE PARK.......................................................................................................................... 9 KAITERITERI MOUNTAIN BIKE PARK ............................................................................................................................. 9 ON-ROAD DAY RIDES ............................................................................................................................................. 10 ACCOMMODATION AND SERVICES ............................................................................................................................. 10

3. GOVERNANCE STRUCTURE ................................. 11

NELSON TASMAN CYCLE TRAILS TRUST ..................................................................................................................... 11 NELSON TASMAN REGIONAL CYCLE FORUM ................................................................................................................ 11 VISION FOR HEART OF BIKING .................................................................................................................................. 11

4. PARTNERSHIPS ................................................... 13

OFFICIAL PARTNER PROGRAMME .............................................................................................................................. 13 LOCAL AUTHORITIES .............................................................................................................................................. 13 SPONSORS ........................................................................................................................................................... 13 GRANTS 14

5. MARKET ANALYSIS ............................................. 15

MARKET TRENDS ................................................................................................................................................... 15 KEY ISSUES .......................................................................................................................................................... 15 MARKET AASSESSMENT .......................................................................................................................................... 16 PROJECTIONS ....................................................................................................................................................... 18 COMPETITORS ...................................................................................................................................................... 19 MARKETING OBJECTIVES......................................................................................................................................... 19

APPENDICES .......................................................... 21

APPENDIX 1: HEART OF BIKING TRAILS ...................................................................................................................... 21 APPENDIX 2: PARTNERSHIPS.................................................................................................................................... 23 APPENDIX 3: MOU NELSON TASMAN TOURISM ............................................................................................................ 25 APPENDIX 4: MARKET ANALYSIS ............................................................................................................................... 26


1. Introduction

Tasman’s Great Taste and Dun Mountain Trails, and other bike trails in Nelson-Tasman region, are significant recreational and tourism assets. The Feasibility Study for developing Tasman’s Great Taste and Dun Mountain Trails projected that by 2016, 28,000 additional riders will visit the region annually and, as a result, $20 million will be added to the local economy per year

1.

Since 2009 the Nelson Tasman Cycle Trail Trust (NTCTT) has managed and marketed the region’s bike trails to good effect. A key party since mid-2014 has been Nelson Tourism and also active, and in no particular order, are: Tasman District Council, Nelson City Council, Nelson Mountain Bike Club, Department of Conservation, Bike Nelson Bays (BNB), EDA (Regional Economic Development Association) Nelson Airport Ltd, individual operators and communities, and New Zealand Cycle Trails.

This marketing plan has five sections. The first introduces the Heart of Biking trails and an overview of its governance structure and vision is in section two. The third section discusses the partnerships that Heart of Biking has developed (New Zealand Cycle Trust, Official Partners Programme, sponsors, volunteers, grant agencies,). The fourth section is a market analysis, and the fifth section contains the marketing and communication objectives. This is followed by appendices, which provide additional information.

Marketing objectives and an activity calendar for 2016 – 2017 are at the front of this Plan (pages 4-8).

1. Nelson-Tasman Regional Cycle Project (May 2010), New Zealand Cycleway 2009-2012, Stage Two-

Feasibility Study and High Level Business Case.

Strategies, Actions and Performance Measures

Note – no actions are discrete and while there is a name of the Trustee who will ‘lead’ input will be required by all

Objective 1: Branding – Build and strengthen the brand

Strategy Actions Who Performance Measures

1.1 Branding Extend use of NZCT Official Partner and Heart of Biking branding.

Increase New Zealand Cycle Trust logo and branding locally, NZ-wide and internationally

Increase number of Nelson-Tasman business with Official Partner brand status

Have a discussion on role of Heart of Biking and TGTT branding

Update photo library

EB

No. Paying Official Partners end: 2015 – 75 2016 – 100

1.2 Website Maintain a functional and informative website that promotes NTCTT’s products and services.

HOB website a one-stop-shop with: Trust and Trail information, weather, event info, photos, links to other websites/OPs, feedback, marketing/user data, newsletters

Review Adword campaign or similar

Maintenance $500 per month

Meet at least quarterly with Upshift

EB, GW Administrator

Web-site: always contains up-to-date information CTR Dec 2015 0.33% CTR Dec 2016 2% Traffic Dec 2015 2.2K sessions Traffic Dec 2016 3.0K

1.3 Local Community Awareness Increase the awareness of the Trust and use of the Heart of Biking Brand.

Spooners Tunnel opening – April and also link with Light Nelson, 8-12 July 2016

BikeFest– January 2016

HeART Expo October 2016

Tapawera Liaison – stage 2

Kaiteriteri 6 hour challenge

Coppermine

EB, JL Administrator

2016: Trail listed as one of top 10 rides in NZ 2020: Trail listed as one of top 20 rides in World

1.4 Social Media Use top technology to reach customers.

Make it easy for people to contribute via website; website to link across all HOB social media

Increase presence on Facebook, LinkedIn

EB Administrator

# Friends FB # Posts per week # Likes

Objective 2: Product Development - Develop a sustainable and self-funding regional tourism product



2.1 Grants and fundraising Fundraise to get the trail built and maintained.

Update “Grant Plan” for proactive applications

Apply to agencies for targeted projects under $5,000 e.g. construction, signage, seats

Progress strategy for large grants ($100,000 +)

Fundraise at Chamber of Commerce, Rotary and Lions speeches at numerous philanthropic, sports and community groups, meetings and events

EB, JL, GW

$ Grants received end of: 2013 – $ 2014 – $ 2015 – $

2.2 Signage Signage in place for Trails, OP services off the trail and sponsor recognition

Distance signage at key locations TGTT

Community signage TGTT

OP signage – signs for OP businesses TGTT

Better Kaiteriteri signage (& shelter?) TGTT

Signage/shelter adjacent to Nelson Airport TGTT

Spooners tunnel signage TGTT

HB, BG, JK

2.3 Virtual Trail The community supports trail construction by purchasing a segment of virtual trail - TGTT.

Sell trail – can be small, medium or large quantities; and trail can be exchanged for “in kind” donations

“1K club” for purchases one km or greater (current members are: Nelmac, Kidson, Radio Works, Nelson Airport and EDA), Miller Family

Administrator

No. m virtual trail sold

Objective 3: Partnerships - Enhance partnerships and alliances with local and central government, private and community sectors


3.1 Official Partners (OP) Develop strong relationships with local operators that focus on marketing and business development.

Encourage all operators/ suppliers achieve OP status

Ensure all OP receive information and complete registration process, payments etc.

Provide OP tour products/ trip planning information that supports Trail users/ aids development of multi-day packages

Develop itineraries for TGTT riding in all seasons

HB, JL Administrator

No. Official Partners – see above

3.2 Partnerships with major stakeholders Develop strong relationships with local and central government and local operators.

At least quarterly meetings with each of TDC, NCC

Submit to Annual Plan process

Engagement with: EDA & Nelson Airport, NZCT, MBIE, NTT, Chamber of Commerce, local tourism association and sponsors

Leverage off the NZCT marketing and promotion

Develop smart marketing partnerships with other cycling,

GW

Quarterly newsletter


recreation and tourism bodies

Chamber of Commerce – BA5

3.3 Friends, volunteers and supporters This project needs skills and effort from supporters (individual, group or business)

Increase the number of volunteers/supporters

Regular communication with friends -volunteers/supporters - invite them to donate and spread the word – quarterly (See 1.3 and 1.4)

Administrator

No. Friends end of: 2015 – 146 2016 – 180

Objective 4: Visitors: Grow number of visitors to the Nelson-Tasman Cycle Trail


4.1 Nelson Tasman Tourism MOU for marketing and tourism advice/ services with NTT (established 2014)

Work with NTT to implement marketing initiatives

Review/renew MOU (June)

Discuss idea of local operators extending tourism season

Ongoing marketing e.g. contribute prizes in various campaigns

GW, EB Administrator

4.2 Promotion Promotion is funded by official partners interacting with the brochure and passport.

Develop “Public Relations Plan”: newspaper, community publications, magazines, international, editorial to publications

Distribute information on Trails by piggybacking on partners’ marketing initiatives: travel trade, TRENZ,

Participate A&P Show Christchurch (November)

Create ‘trail itineraries’ for different users

NZCT Meeting Sept 2016

Sister city link with another mountain bike centre e.g. US Gold

Measure media coverage

4.3 Publications Produce publications that promote the user experience.

Newsletter to OPs Friends (volunteers), sponsors etc

HOB Brochure (trail map) - distribute far and wide, must be self–funding – partners can buy advertising – alternate year

AA Trail Guide - annual

Cluster with “Trail” promoters: art, wine, craft beer - include HOB in publications and have presence on web-sites.

Lonely Planet, Spoke, Sunday Star Times, North and South, Outside (Australia), Jetstar

Contact writers e.g. Michael Hayward and feed stories to

Consider a video showcasing TGTT

EB Administrator

Quarterly newsletter (OP update) Brochure (trail map) self-funding HOB links to other publications


4.4 Market Analysis Identify needs of key market groups and user numbers

Trail user survey - work with NMIT and TDC to conduct market research on local Trails.

Trail counters on TGTT and Dun Mountain (NCC)

Measure money put into local economy (commission research report)

Market segments and their needs e.g. 65 years of vs. Family

GW, EB

TGTT Trail counters 2015 – 207,000 2016 – 220,000 User Survey carried out summer 2016/17 and 17/18


Marketing Activity Calendar 2016

Feb16

Trust

meet

Mar Apr

Trust meet

May June

Trust meet

July Aug

Trust meet

Sept Oct

Trust

meet

Nov Dec

Trust

meet

BR

AN

DIN

G

Branding

Photo shoot Photo shoot

Website

Upshift Upshift Upshift Upshift

Local

Community

BikeFest Spooners

Opening

Advertorial re

Spooners

Social

Media

FB FB FB FB FB FB FB FB FB FB FB

PR

OD

U

CT

DE

VE

LO

PM

EN

T

Grants

MGR Fund Good in the

Hood

Review

Strategy

MGR

Fund

Signage

Hugh Update Spooners

Tunnel

Virtual Trail

PA

RT

NE

RS

HIP

S

Official

Partners

Newsletter Spooners

Opening

OP Meeting

Newsletter

Campaign to

increase #

OP Meeting Newsletter OP

Meeting

Newsletter

Major

Partnerships

Meet TDC Annual Plan

subm

Friends

Newsletter Invite to

Opening

Spooners

Opening

Trustpower

community

award

Newsletter Newsletter Newsletter

VIS

ITO

R #

NTT Food Show

CH

Review/

renew MOU

Light Festival Food Show

AK

Food

Show WG

ArtExpo A&P Show

Canterbury

Promotion

BIkeFest Media

release

The Story

Checkpoint

Media release Media

release

Spooners

Light Festival

NZCT

meeting

Publications

Newsletter AA Guide

deadline

Newsletter Newsletter Newsletter

Market

Analysis

NMIT

survey

results

Survey

NMIT

2. Heart of Biking in Nelson-Tasman

The Heart of Biking is the brand adopted and trademarked by the Nelson Tasman Cycle Trails Trust, and used for its website. The website promotes Nelson as a cycling destination, in particular, the two ‘Great Rides’: the family-friendly Tasman's Great Taste Trail and the historically rich Dun Mountain Trail. The 'Great Rides' are the premier rides on the New Zealand Cycle Trail. They are predominantly off-road trails that showcase the very best of New Zealand's landscape, environment, culture and heritage. The success in having two trails in one region has brought challenges in terms of funding. Initial central government funding awarded to the Nelson-Tasman region was $2.5 million across the two trails.

The trail network within a defined radius of Richmond has been accredited by the International Mountain Bicycling Association as a Gold Ride Centre (2015). This is the highest category available, and places the Nelson/Richmond/Tasman trail network among the very best places to mountainbike anywhere in the world. These trails form that accredited network: Sharlands Creek (Hira Forest), Codgers MTB Park, Fringed Hill, Dun Mountain Trail, Sunrise Ridge, Marsden Reserve (Involution/Widdershins), Silvan Forest, Richmond Hills, Hackett/Browning Hut, Rabbit Island, and Kaiteriteri MTB Park. See Appendix 1 for a map showing trails.

Dun Mountain Trail

The 43km Dun Mountain Trail is one of the most accessible back country alpine cycle trails in New Zealand. It takes 4 – 6 hours to complete and is a Grade 3 (intermediate) to Grade 4 (advanced) mountain bike ride. The Dun Mountain Trail starts from Brook Street (4km from Nelson CBD) and goes through the Codgers Mountain Bike Park along the route of New Zealand’s first railway (1862). Early sections give glimpses of the Waimea Plains to the south and west. The track continues up through pine forest, then native bush, over streams and past historical monuments before emerging into the alpine mineral belt near the Dun Mountain summit. From Coppermine Saddle, riders look to the Maitai River south fork and towards the Maungatapu Track into Marlborough.

Tasman’s Great Taste Trail

Tasman’s Great Taste Trail is still under construction and once complete will be a 175 km loop ride that is a mix of Grade 1 (beginner), Grade 2 (easy) and Grade 3 (intermediate). The full Trail will be able to be ridden over several days, with users returning to their starting point. The Trail can also be broken down into bite sized portions for shorter rides.

The Trail route from Nelson City (or the airport) passes through the communities of Mapua, Ruby Bay, Motueka, Riwaka, Kaiteriteri, Woodstock, Tapawera, Belgrove, Wakefield, Brightwater and Richmond. Tasman’s Great Taste Trail is an easy cycling trail that takes in Nelson and Tasman's coastal and inland areas. Riders (walkers and runners) pass vineyards, breweries, orchards, galleries, artist working studios and historic sites, with many places to stop for food, beverages and accommodation along the way.

To date, $5.8 million has been spent constructing Tasman's Great Taste Trail and Stage 1 is complete: 92 km from Nelson south to Wakefield, and west to Motueka and Kaiteriteri. Stage 2 is under construction and will connect Wakefield to Spooners Tunnel, Tapawera, Woodstock and back to Motueka.

The Codgers Mountain Bike Park

The Codgers Mountain Bike Park is 4km from the Nelson CBD and is at the base of Dun Mountain. It contains mountain bike trails, from easy meandering single track for beginners and families to enjoy, to double-black downhill trails best left to experts. The trails are based around three hills, with the summits rising to approximately 400m. The trails all start from Brook Street and can take from 30 minutes to several hours. The trails have been created through a partnership between Nelson City Council and the Nelson Mountain Bike Club and have been built to a professional standard. All are clearly signposted.

Kaiteriteri Mountain Bike Park


Kaiteriteri Mountain Bike Park, a one-hour drive from Nelson City, is a 180ha purpose-built mountain bike facility with a variety of professionally-created single-track trails for all skill levels. The Park is mostly situated in dense native bush and the majority of the newly-benched trails are wide, easy to intermediate-grade tracks, complemented by narrower hand-benched single-track. The entrance to the Park is signposted off Martin Farm Road, which is one minute ride from the southern end of Kaiteriteri beach. All tracks are two-way and open to foot traffic unless signs indicate otherwise. Tasman’s Great Taste Trail goes through this park on its way to Kaiteriteri.

On-road Day Rides

The Nelson-Tasman region has diverse landscapes. Stunning in their close proximity to wide sandy beaches, deep lush native forest, majestic alpine environments and bustling settlements. There are many interlinking back roads, with low traffic density, that join Richmond, Moutere, Motueka, Mapua and Tapawera. The area has numerous wineries, cottage industry and artists.

The Takaka Hill is a challenging road ride, but the view from the top into Golden Bay is worth the effort, and the ride down the other side into Takaka is the perfect way to end a long ride. There are a range of mountain bike rides in Golden Bay, including access to the Heaphy Track, a 2-3 day mountain bike ride open for riding from 1 May to 30 September.

Accommodation and Services

Nelson and Tasman each have a population of around 50,000, giving a combined total of 100,000 residents. Nelson amenities include: i-SITE on Halifax Street parking, public toilets, internet cafes, shopping and supermarkets. Relevant to cycle visitors, Nelson city has cycle businesses (repair and hire shops, shuttle providers), over 100 cafes, bars and restaurants and a variety of accommodation (motels and motor lodges, apartments, backpackers and hostels, hotels, B&B, holiday parks and camps.

Outside Nelson there are accommodation options in Richmond, Brightwater, Wakefield, Belgrove, Kohatu, Tapawera, Motueka, Riwaka, Stephens Bay, Little Kaiteriteri, Kaiteriteri, Marahau, and Mapua. Most of these places offer amenities such as food and beverage providers. There are also many rural bed and breakfast establishments between these settlements, and some camping options.


3. Governance Structure

Nelson Tasman Cycle Trails Trust

The Nelson Tasman Cycle Trail Trust (NTCTT) is a non-profit entity that promotes Nelson as a cycling destination. The Trust has up to 11 Trustees drawn from cycling, business, engineering and local government interests. The Trust’s objective is to represent and develop cycling interests and opportunities in the Nelson-Tasman region, and to develop the area into New Zealand’s leading cycle tourism and recreational cycling destination.

The NTCTT has branded local trails under the heading “Heart of Biking” (Figure 1). Its principles are:

To promote the use of cycle assets for recreation, tourism, health, scenic, economic and education purposes.

To work co-operatively with others involved in the provision and preservation of cycle assets.

To maintain the highest standards of professionalism and integrity.

Figure 1: Heart of Biking branding

Nelson Tasman Regional Cycle Forum

The Regional Cycling Forum, which arose in 2012, has representatives from around 35 cycling organisations, cycling related businesses, both local Councils, the regional Economic Development Agency and Nelson Tasman Tourism.

The Forum objectives are to: share information on the various cycling initiatives in Nelson Tasman, identify opportunities to work together to promote the development of regional cycling infrastructure and Nelson Tasman as a cycling destination, and link in with other ‘top of the south’ cycling opportunities and development.

Vision for Heart of Biking

The NTCTT’s vision for Heart of Biking is: The Nelson-Tasman region is a premier destination for domestic and international visitors drawn by a range of world class cycle trails and associated attractions and facilities, and has a high quality commuter and recreation cycle trail network for the local population.

The Trust aims to create an economically and environmentally sustainable tourist attraction in the Nelson-Tasman region. Cycleways fulfil these criteria and have been proven in other regions to be successful and well-used by locals and tourists.

Nelson Tasman Cycle Trails Trust

Represent and develop cycling interests and

opportunities

Develop area into NZ’s leading cycle tourism

and recreational cycling destination


The Tasman District and Nelson City Councils jointly adopted a set of Community Outcomes. The

Nelson Tasman Regional Cycle Forum, in its 2015 submission to TDC and NCC Long Term Plans,

identified the following community benefits from cycling in relation to each community outcome:

Community Outcomes Benefits of cycling

Natural Environment

Our unique natural environment is healthy and protected

Cycleways and off-road bike tracks assist residents to experience and appreciate the region’s natural settings.

Cycleways and off-road bike tracks provide access to open space in a low impact way that respects the environment.

Human Environment

Our urban and rural environments are people-friendly, well-planned and sustainably managed.

Cycleways and off-road bike tracks are a ‘light green’ experience for riders as car transport doesn’t have to be used.

Our network of cycleways and trails connect communities across the region.

Infrastructure

Our infrastructure is efficient, cost effective and meets current and future needs.

Shared or dedicated cycleways increase cyclist safety and reduce injuries. They provide improved cycle safety e.g. cyclists have their own pathway away from cars and pinch points where cyclists have to swerve into the roadway are removed.

Cycleways encourage active transport and reduce pressure on road infrastructure as more people are able to bike, instead of driving.

Urban communities, including school aged children, have a means of travel that is safe and efficient.

Community

Our communities are healthy, safe, inclusive and resilient.

Cycleways and off-road bike tracks provide safe and accessible cycling opportunities for all age groups and ability.

Cycleways and off-road bike tracks provide for social interaction, enhance mental health/ wellbeing and promote active lifestyles.

The local community has supported Tasman’s Great Taste Trail via businesses and private donations.

The local community has provided voluntary labour and in-kind contributions to build and maintain sections of Tasman’s Great Taste Trail.

Culture

Our communities have opportunities to celebrate and explore their heritage, identity and creativity.

Cycleways and off-road bike tracks provide access to open space in a low impact way that respects the environment.

Tasman’s Great Taste Trail will provide access through Spooners Tunnel, a significant feature in New Zealand's railway cultural and physical heritage.

Tasman’s Great Taste Trail provides access to Nelson and Tasman’s cultural offerings including local food, art, and craft beer and wine.

Recreation

Our communities have access to a range of social, educational and recreational facilities and activities.

Cycleways and off-road bike tracks encourage recreational cycling for all age groups and ability.

Tasman’s Great Taste Trail is well supported – in 2014, around 200,000 riders were recorded by trail counters.

Cycleways enable people to recreate in an outdoors setting. This has an important role in maintaining and enhancing physical, mental, personal and social health and wellbeing.

Governance

Our Council provides leadership and fosters partnerships, a regional perspective and community engagement.

Councils have shown strong support for Tasman’s Great Taste Trail and Dun Mountain Trail through funding that is complemented by partnership funding.

The Councils and NTCTT have worked effectively together to attract support for the development of Tasman’s Great Taste Trail.

Councils have and are continuing to work with NZTA to improve urban cycling infrastructure.

Economic

Our region is supported by an innovative and sustainable economy.

Cycling opportunities attract visitors which provides economic benefits to the region.

Nelson Tasman has a national reputation as a premium cycle destination. Regional cycling opportunities include: Tasman’s Great Taste Trail, The Dun Mountain Trail, Kaiteriteri and Codgers mountain bike parks, the velodrome being built at Saxton Field, the proposed gondola up Fringed Hill, enhanced urban cycleways in Nelson city, the extensive network of back-country trails including the Heaphy, Rameka, Rainbow and Epic trails, and mountain bike clubs adding to this trail network.

Cycling attracts tourism revenue, supports new businesses and creates


employment through many small communities of the Tasman region as well as the urban centres of Nelson and Richmond.

4. Partnerships

The Heart of Biking is a community project and needs skills and effort from its supporters (as an individual, a group or a business). The key partners are summarised in this section.

Official Partner Programme

The aim of the New Zealand Cycle Trail (NZCT) was to provide a healthy and enjoyable way for Kiwis and international visitors to see the country, and to generate economic, social and environmental benefits for communities. Nelson Tasman Cycle Trails Trust is a member of NZCT. This affords opportunities for shared national and international marketing and combined-product promotions.

The physical trail is only one part of the overall product that will attract cyclists. In addition to a high-quality trail, cyclists require services such as transport, accommodation, bike hire, food, and activities for when they are not cycling. They expect a high level of customer service and a warm welcome.

The Official Partner Programme provides a way for local trail and businesses to work together to build the profile of the NZCT, increase their turnover and provide benefits and jobs to the local community. To ensure a consistently high customer service, businesses can apply to join the Official Partner Programme. To become a Partner businesses must meet cycle-friendly standards; and once approved they are entitled to use the official partner logo (Figure 2), and the NTCTT logos.

Figure 2: Official Partner Logo.

Heart of Biking has 87 Official Partners who include: accommodation providers, local attractions, bars, bike hire, repair and service providers, breweries, cafés, cycle shops and tour operators, Mapua ferry, food outlets, guided tours, health, restaurants, transport providers and wineries.

As an official partner, an organisation receives:

Priority for collaborative marketing in the Heart of Biking brochure.

A link on NTCTT Heart of Biking, and a listing on NZ.com and National trails websites.

Invitations to all NTCTT public meetings and openings.

Brochure display space at expos.

Use of national Nga Haerenga and local official logos on advertising collateral.

One vehicle for Official Partners to promote Tasman’s Great Taste Trail is a brochure that was produced in 2012 and updated in 2015. This brochure is self-funding and has been widely distributed throughout New Zealand. Another vehicle is the AA publication “The New Zealand Cycle Trail Guide’ that was published in 2014 and 2014, and another version is planned for 2016.

See Appendix 2 for more about the NZCT and a full list of Official Partners.

Local Authorities

The Tasman District Council is a key funder of the project, having committed $2.9 million to date, with a further commitment of $1.5 million, dependent on matching dollars being obtained from other sources. TDC has also set aside funding for cycle trail renewal and maintenance in its Long Term Plan.

The Nelson City Council (NCC) supports the project, maintaining and funding improvements to 13km of shared pathway on the Trail from central Nelson to Richmond. NCC has committed budget in its Long Term Plan for maintenance and renewal of existing urban cycleways that are part of Tasman's Great Taste Trail.

Sponsors


A primary goal of NTCTT is to build mutually-beneficial partnerships and alliances, with local and central government, private and community sectors, businesses, and not-for-profit organisations to enhance the sustainability of the Trust and the Trails. NTCTT is exploring partnerships and sponsorship arrangements not only for the community goodwill it generates, but to heighten the profile of the Trails and raise resources in a less “opportunistic” way than some of the traditional mainstream methods of advertising and selling.

Major Sponsors: NTCTT/The Heart of Biking has attracted four major sponsors: EDA, Nelmac, Kidson, Radio Works, Mr & Mrs Miller and Nelson Airport. These sponsors have each contributed $10,000 in cash (or cash equivalent) that has been used as seed funding, for the feasibility study and for trail and bridge construction.

Virtual trail: the community can show its support for Heart of Biking by buying a section of trail. This purchase is part of Tasman’s Great Taste Trail and Dun Mountain Trail. The minimum purchase is a two metre section for $40, and all purchases over $200 (10 metres) receive a framed certificate. A section of virtual trail segment provides a GPS co-ordinate of the trail section and sole rights to the virtual ownership. The 1K Club comprises organisations/individuals who have purchased, or pledged to fundraise for, at least “one KM worth” of virtual trail.

Volunteers: take part in activities such as helping with events, landscaping and planting and trail maintenance. Volunteers bring expertise and skills, take a hands-on role in helping to develop a national cycle trail and gain satisfaction from efforts. The monetary value of volunteer effort to date is around $300,000 and includes: service Clubs helped to build boardwalks and bridges around estuary sections, secondary school groups helped build seven bridges and cattle stops, project manager/engineer, Planner, Civil engineer, draughtsman, land negotiator, contract supervisor offer services at less than their normal rate, Keep Richmond Beautiful donated and built seats, picnic tables, restoration planting, periodic detention workers cleared the bush area for the track on Aporo Road.

Community groups: these have become part of the trail through specific and targeted activity. The most obvious is the Coastal 800K Club, a fundraising group of the Mapua/Tasman, Motueka and Kaiteriteri communities. This was formed to complete the coastal section of Tasman’s Great Taste Trail.

Grants

Grants are funds received from statutory, voluntary, or philanthropic agencies established with the primary purpose of giving grants. These agencies give grants to meet their own objectives and strategies, such as government policy, community development, or supporting the local community. Grants are not the same as sponsorship or fundraising as there are usually strict criteria that an organisation must meet to qualify for a grant.

Heart of Biking is well positioned to attract grant money: it has completed a feasibility study, it has attracted significant community engagement, and it has a clearly defined project with specific goals and measureable outcomes. There are two ways to approach this:

Small, targeted projects under $5,000 e.g. re-printing brochure

Large grants ($100,000 +) for specific projects e.g. underpass


5. Market Analysis

Market trends

Stage 1 of Tasman's Great Taste Trail is popular, with counters recording around 200,000 passes in each of 2014 and 2015.

Surveys by the Nelson Marlborough Institute of Technology to evaluate the Trail's social and economic impacts in the 2014 and 2015 summers showed that most users are satisfied with their experience, ride sections regularly, and anticipate completion of the full the loop trail

2. Riders were spread across age-

groups, with many aged 40+ and family cycling groups common. Out-of-town (domestic and international) visitors grew between the 2014 and 2015 and will grow strongly once Stage 2 is completed.

The largest group of New Zealanders who ride are aged 35-49. For these visitors a multi-day ride is often not practical (family, or too costly). However, a day trip from base accommodation or an easy trail route is a great 'add-on' holiday activity. This market wants stunning scenery, cultural and social experiences and consistent and acceptable services. Tasman's Great Taste Trail meets these needs.

The Nelson-Tasman and Marlborough regions have an active retirement population, who are keen to cycle, walk and ‘mobility scooter’ the trails as they evolve – all through the week. Nelson-Tasman is well connected to major population centres, with direct flights to Wellington, Auckland and Christchurch. There are many residents who entertain northern hemisphere visitors and are keen to show off cycling assets.

International visitors are increasingly coming to New Zealand to bike. The MBIE New Zealand Cycle Trail Evaluation Report (2014) estimated 35,000 international visitors rode off-road trails in the year to June 2013. Since then several trails have been completed. Domestic bike experiences are similar and there has been a general upward trend in the number of New Zealanders who cycle while on holiday.

The Kennett brothers are New Zealand’s most well-known mountain bikers and have been heavily involved in biking for thirty years. They endorse the Nelson Tasman region as a cycling mecca and say, “Nelson has it all, the lucky buggars! From downtown cafes you can ride right out to primo purpose-built single tracks or awesome back-country tracks”

3.

Key Issues

SWOT Analysis - See NTCTT Strategic Plan 2015-16

Strengths Weaknesses

Local community ownership

Local operator relationships

Food, wine art, craft beer

Abel Tasman link

Existing visitor flows

Easy to advanced options

Regional Cycle Forum –voice for strategic discussions with cycling stakeholders

Lazy tourism – operators expect it to happen

Funding: trail construction, marketing, maintenance

Timing of opening of trails

Growing pains

Lack of resourcing for systems – NTCTT

Opportunities Threats

Finish the trail – a marketable trail

National Geographic - a top 10 cycle trail

Loved by locals, which encourage the council to support it

Remarkable itinerary featured everywhere

Nelson to Kaiteriteri will be most popular – facilitate tourism packages

Review Trust’s focus every 12 months – construction strategy and funding

Regional Cycle Forum - include Marlborough and

Lack of funding for TGTT construction

Operators not delivering quality product & outside NTCTT control

2 The survey has been replicated in the 2016 summer period (results pending).

3 Kennett bros, Classic New Zealand Mountain Bike Rides, 2011


West Coast

The NTCTT vision for the Nelson-Tasman region is a premier destination for domestic and international visitors, drawn by a range of world class cycle trails and associated attractions and facilities, and has a high quality commuter and recreation cycle trail network for the local population.

Nelson-Tasman residents have a high outdoor recreational focus and are already involved in recreational commuting cycling, which is a great starting point for the Heart of Biking. In addition there is strong local community ownership, good local operator relationships, excellent food, wine art, craft and beer, and existing Abel Tasman link and visitor flows.

Attracting funding to complete the Tasman’s Great Taste Trail, to the quality needed to meet visitor expectations, is a key challenge.

Market Assessment

Riders on the Nelson-Tasman trails will be: of mixed ability, want to ride for different amounts of time (half-to-multi-day), have different support needs and have different accommodations needs (Figure 6). The trails will cater for local, domestic (New Zealand) and international riders.

Figure 6: Customer Segments

The Dun Mountain Trail: Initial numbers are mostly new domestic tourists drawn by easy access (especially for weekend visitors from urban centres). In addition, visitors will be existing international tourists, primarily those visiting for the Abel Tasman Track and who can add another soft adventure to their time in the region. As the profile of the mountain biking facilities grows through promotion and further development, the number of new visitors seeking an intense mountain-bike specific holiday will build.

Counts taken since the trails have opened suggest that rider numbers have exceeded projections. Over 10,000 rode the Dun Mountain trail in each of the first two years of being open (NCC track counters).

Tasman’s Great Taste Trail: The initial market of day-trip or short-trip visitors is likely to be domestic and international visitors already visiting Nelson. For this group adding one or two sections as an additional activity is an easy option, and is likely to result in additional time for their visit. As the profile of the trail grows and further sections develop, the holiday cyclist market will increase, bringing more new visitors drawn primarily for the trail experience, and international visitors riding several NZ Great Rides.

The NTCTT measures trail use at seven points using track counters: Whakatu Drive, Waimea Inlet (Richmond), Wairoa Bridge (Hope), Totara Grove (Wakefield), Kaiteriteri Road, Aporo Road and Kaiteriteri Mountainbike Park.

Trail counters on Tasman’s Great Taste Trail recorded 188,000 users in 2014 and 194,000 users in the 2015 calendar year. The increase was greatest for the section to Wakefield, which opened in 2015; users increased from 8,33 in 2014 to 13,492 in 2015. Trail counters at specific locations are shown below. (

Quality of Accommodation

Budget Midrange Premium (5 Star)

Level of Support Needed

Freedom / Independent Supported (i.e. luggage) Fully Guided

Duration of Ride

Half to One Day Weekend Multi-Day

Rider Ability

Easy Intermediate Advanced


Figure 1).


Figure 1: Tasman's Great Taste Trail Users

Note that the counters record walkers and those commuting, as well as cyclists.

Projections

See Nelson-Tasman Regional Cycle Project (May 2010), New Zealand Cycleway 2009-2012, Stage Two- Feasibility Study and High Level Business Case.

Local Market:In the Nelson-Tasman-Marlborough region, cycling is the third most popular physical recreational activity for men (41%), fourth for women (31%) and fourth overall (SPARC, 2009). The number of serious mountain bikers (MTBers) in Nelson-Tasman is 4,000-5,000. As a rule of thumb, club membership - 400 for the Nelson club - equals 10% of active residents.

The projections of the Nelson-Tasman Regional Cycle Project (May 2010) suggested 4,000-5,000 potential local users for the Dun trail to ride the whole route at least once per year, and sections more often. Local users of Tasman’s Great Taste Trail will be primarily doing day rides like the Coastal section, and will be a combination of MTBers, serious road/recreational cyclists, and occasional recreational riders. Trail use will vary from once annually to multiple trips.

Domestic NZ Cycle Tourists:

Tasman’s Great Taste Trail: There is an estimated national pool of 138,000 cycle tourists using road-type facilities, and 176,600 riding off-road (which includes both traditional MTB activities and the OCRT type riding). Indications are 25,000 plus NZ cycle tourists doing annual multi-day holidays like the OCRT.

The number of domestic visitors to Nelson-Tasman who may do a ride as an add-on is large (2 million total domestic visits 2008), and the trail is very accessible to the main urban markets for a weekend visit. Day-trip or short stay users of Grade 1 trails will either live nearby or will be in the area for other reasons (mostly holiday). Overseas the day-tripper cyclist to multi-day visit cyclist ratio is 5:1, and as high as 10:1.

Dun Mountain Trail: The New Zealand Cycleway market research suggests there are 75,000 NZ MTB tourism riders, the Ministry of Tourism Cycle Tourism Profile indicates 31,300 annual cycle tourism visitors to Rotorua, and 20,000 for the Hurunui region. Both Hurunui and Rotorua are MTB destinations for casual visitors and an end point for major MTB events.

There is a large number of domestic visitors who may ride as an add-on (location-based) as the trail is very accessible to main urban markets for a weekend visit. MTB tourists (NZ and international) are willing to travel for good riding experiences.

International Cycle Tourists: Annually, there are 42,100 international cycle tourists in New Zealand (Ministry of Tourism, 2008; 21,700 rode off-road, 22,400 road-based).

0

5,000

10,000

15,000

20,000

25,000

30,000

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Tasman's Great Taste Trail Users by Month 2015

Whakatu Drive Waimea Inlet Hope

Wakefield Kaiteriteri

0

20000

40000

60000

80000

100000

120000

140000

160000

180000

200000

2014 2015

Tasman's Great Taste Trail Users 2014-201

Whakatu Drive Waimea Inlet Hope

Wakefield Kaiteriteri


Australia: Cycling is the fourth most popular physical activity for Australian adults, and in 2007 around 1.6 million adults cycled.

The UK: Research by Mintel shows that 16% of Britons take cycle holidays (which equates to 10,700 of the region’s 67,000 UK visitors). If one quarter cycled while in the region this would represent 2,675 potential cycle tourists.

Germany: Up to 25% of Germans ride (on or off-road) while on holiday, but currently only 7% of German visitors to New Zealand do so. The MTB/other cycling split in Germany is around 50-50 (3.5million regular MTBers).

Competitors

Out-of-region competition: The main competitors for the Nelson-Tasman Trails are other New Zealand trails offering similar features: a Grade 1 cycling experience with attractive scenery and good amenities. For example: Tauranga Moana Coastal trail, Thermal by Bike (Rotorua), and O Heretaunga Araua (Hawkes Bay), the Otago Central Rail Trail, the Wakatipu Trail, and Alps 2 Ocean.

The North Island trails are relatively accessible to large target markets but they have less varied scenery. Apart from the Napier and Tauranga trails, Tasman is a rare coastal trail, but one which adds inland pastoral, river valley and mountain elements. Tasman's Great Taste Trail has many features that will make it one of the most attractive cycle trails in New Zealand. For example:

An existing tourism infrastructure along or near the route

Proximity to urban amenities and airport

A temperate year-round climate enabling year-round cycling

A loop which simplifies transport logistics as 'full trail’ riders return to their start point. This makes it easier to promote to key markets, as visitors can fly direct to Nelson from other cities and begin their trail experience without further transport

Varied scenery e.g. coastal, rural scenes, vineyards, bird habitats along estuary stretches, river sections, colonial history, forestry heritage, iwi history

A safe and eco-friendly connection between Nelson and other towns in the region and the Abel Tasman National Park (via Kaiteriteri). This will be a unique combination of an internationally recognised great walk and a great ride, provide contrasting attractions of the National Park and the rural coastal landscape.

The mountain and beech forest setting of the Dun Mountain Trail (and the other regional MTB trails) differentiates it from North Island bush and backcountry rides. An advantage of the Dun Mountain Trail is the ease of access; out-of-region visitors can be on the trail within half an hour of landing at Nelson airport, which in turn has direct flights from major New Zealand urban centres.

Within-region co-operation: The NTCTT doesn’t have exclusive access to the trails so must ensure that it works with other organisations promoting the region as a cycling destination. There is potential for overlap with other outdoor/cycling clubs, tour operators e.g. promotion, events, sponsorship and grants. The Trust has alliances with councils and central government, and increasing working relationships with other clubs and operators which will assist in designing niche products and services.

Marketing Objectives

The objective of the marketing plan is to build awareness of the need to complete and market the Heart of Biking Great Rides trails, in particular Tasman’s Great Taste Trail, and to gain financial support via donations, sponsorship and grants. The most important messages that will be communicated are:

$4,000,000 needs to be raised to ensure the success of the Tasman’s Great Taste Trail project

Take every opportunity to get more people involved.

“One location – two great rides” - “Come take a bite of the Great Taste Trail”

There are four areas of focus, which will lead to increased sales and visitors:

Branding - build and strengthen the brand.

Product Development - develop a sustainable and self-funding regional tourism product.

Partnerships - enhance partnerships and alliances with local and central government, private, business and community sectors.

Visitors - grow number of visitors to the Nelson-Tasman Cycle Trails.


APPENDICES

Appendix 1: Heart of Biking Trails


Appendix 2: Partnerships

Nga Haerenga, The New Zealand Cycle Trail

The idea to build a network of cycle trails arose in February 2009. The aim was not only to provide a healthy and enjoyable way for Kiwis and international visitors to see the country, but also to generate economic, social and environmental benefits for our communities.

The vision for the New Zealand Cycle Trail (NZCT) is to generate lasting economic, social and environmental benefits for our communities through a network of world-class cycling experiences. The objectives of the New Zealand Cycle Trail are to:

Deliver short and long-term economic benefits to regions.

Provide high-quality assets that offer world-class cycling experiences and enhance New Zealand’s competiveness as a visitor destination.

Maximise complementary benefits, e.g. health, environment, commuters, and events sector.

Engage communities.

The brand for the New Zealand Cycle Trail is an important asset for all those involved in Nga Haerenga. Ultimately it is the epitome of the consumer experience. The brand promises the New Zealand Cycle Trail is a whole new take on exploring New Zealand. NZCT’s collective role is to inspire and challenge people to discover and connect with New Zealand in a whole new way. The New Zealand Cycle Trail includes a world class network of Great Rides throughout New Zealand - all distinct and special in their own way.

Nga Haerenga means ‘the journeys’, both in a physical and spiritual sense, which is the experience the New Zealand Cycle Trail offers. The Brand Values of the New Zealand Cycle Trail:

Genuine – we welcome visitors and offer real local experiences, creating memories that are truly New Zealand made and about good times.

Supportive – we share our knowledge and our achievements, we work together and our recommendations focus on being great hosts and ensuring our visitors get the most valuable experience they can.

Reliable – we do what we say, we are honest and we place safety at the centre of what we do.

Proud – we are proud of our local area, respectful of our land, our history and our enterprise and we tell great relevant stories about all the reasons why.

Energetic – we are progressive and we are not afraid to give something a go; we strive to achieve our goals even when they are tough.

The New Zealand Cycle Trail logos and colours are easy identifiers for customer recognition. Heart of Biking is able to use the branding alongside its own. It is important to understand and present the New Zealand Cycle Trail consistently. Great Rides are authorised to use the New Zealand Cycle Trail’s main logo, in conjunction with a Trail logo (as long as follow the NZCT Brand guidelines).


Heart of Biking Official Partners (January 2016)

Accent House

Almond Backpackers

Arrow Motel Apartments

Avantiplus Richmond

Awatuke

Bethany Park Christian

Camp

Biking Nelson

Brettons Vineyard Retreat

Chocolate Dog Photography

The Gates Accommodation

Cyclelogical

EDA

Felbridge Cottage

Fernwood Holiday Park

Founders Brewery and Café

Grand Mercure Nelson

Monaco

Greens Motel

Harley Ridge Estate/Ansarli

Estate

Hat trick Lodge Motueka

Hoglund Glassblowing

Studio

HOP Federation

HQ Café

Jellyfish Café & Bar Ltd

Jester House

JointWorks Studio

Kaimira Wines

Kaiteriteri Beach Motor

Camp

Kimi Ora

Mapua District Business

Association

Mapua Ferry

Mapua Leisure Park

Mapua Smokehouse

Mapua41South Holiday

Accommodation

McCashins Brewery (660

Main Road Stoke Limited

T/A McCashins Brewery)

McDonalds Richmond

McGlashen Pottery

Milcrest Estate Vineyard &

Accommodation

Milnes Beatson Ltd

Accountants

Molesworth Tour Company

More FM

Motueka I-Site

Motueka Top 10 Holiday

Park

NOW Tasman Farmstay

(Nature's Table/Olive

Mountain (Fridman or Matiri

Holdings)

Nelmac

Nelson Airport Ltd

Nelson Bays Brewery

Nelson City Holiday Park

Nelson Cycle Hire

Neudorf Vineyards

New World Motueka

NZ Motel Assn - Nelson

Branch

Our Town Motueka

Palms Motel

Parkside Motel

Pic's Really Good Peanut

Butter

Pine Hill Lodge

Pomeroys Coffee & Tea

Company

Prices Pharmacy

Proper Snack Foods Ltd

PureTrails New Zealand

Richmond Motel and Top 10

Holiday Park

Riverside Community

Riverside Sojourn

Rutherford Hotel

Seifried Estate

Shoreline & Gone Burgers

Simply Wild Ltd

Sprig & Fern

Tuatara Tours NZ Ltd

Tahuna Beach Holiday Park

Tasman Motor Camp 2011

Limited

Te Mania Wines/Richmond

Plains

The Appleshed

The Gentle Cycling

Company

The Grind - Coffee

Roastery@The Tasman

Store

The Honest Laywer

The Wakefield Bakery 2011

Ltd

TOAD Hall

Trailways

Tasman Bay Backpackers

Up the Garden Path

Velovino

Village Cycles

Wee Shop Organics

Wheelie Fantastic Cycle Hire

& Tours

Wilsons Abel Tasman

WOW

Appendix 3: MOU Nelson Tasman Tourism

BETWEEN Nelson Tasman Tourism

Nelson Tasman Tourism (NTT) is the Regional Tourism Organisation (RTO) for the Nelson Tasman region. Our role is to increase visitor numbers, visitor spend and length of stay in the region. This is achieved through effective marketing and promotional activities that target domestic leisure visitors, international visitors and trade, and the conference and incentive market.

AND Nelson Tasman Cycle Trails Trust

The Nelson Tasman Cycle Trails Trust (NTCTT) vision is to promote the Nelson Tasman region as a premier destination for domestic and international visitors, drawn by a range of world class cycle trails and associated attractions and facilities, and has a high quality commuter and recreation cycle trail network for the local population.

Dated: June 8, 2015

Purpose:

The purpose of this MOU is to outline and formalise the partnership between Nelson Tasman Tourism (NTT) and Nelson Tasman Cycle Trails Trust (NTCTT) to enhance the profile of Nelson Tasman as a premium cycling destination through coordinated marketing and communications activity. A marketing plan will be developed and agreed to by both parties. If new opportunities arise, both parties will discuss these first and are able to adapt the marketing plan to drive the strategic objective. The MOU will generate economies of scale and increased effectiveness, not easily achievable alone.

Objectives:

The objective is to raise awareness of the Nelson Tasman Cycle Trails ‘The Heart of Biking’ in the minds of New Zealanders and grow domestic visitor numbers through coordinated promotional activity. Wherever possible to involve members of NTT’s Convention and Domestic Marketing Group, International Marketing Group and NTCTT Official Partners (OP’s).

Marketing NTT & NTCTT 2015/2016

Sunday Star Times prize involving Air New Zealand

NZCT Meeting attendance September 2015

NZ Food Show Marketing 2015/16

AMP Show Attendance Christchurch November 2015

Media coverage for Spooners Tunnel Opening

National Winter Marketing 2016/17 (Similar to ‘Discover the HeART of Nelson’)

TRENZ and support in this area for Official partners of the trail, not necessarily financial investment in attending

Craig Wilson and NZCT marketing opportunities

Facilitation of Nelson Airport signage for Cycle Trails

Facilitation with all Tourism New Zealand Cycling promotions

Support with International files visiting Nelson


Appendix 4: Market Analysis Reference: Nelson-Tasman Regional Cycle Project (May 2010), New Zealand Cycleway 2009-2012,

Stage Two- Feasibility Study and High Level Business Case.

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