Pedaling Towards Prosperity

“Where lifestyle grows good business”

UCLG Public Works Committee Alan Medcalf November 9, 2011

“Growing lifestyle is good business”

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Active Lifestyle for Economic Development

UCLG – Nov 9, 2011

Active RecreationActive Transportation

Active Tourism

“Where lifestyle grows good

business”

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Cycle Touring in Organized Groups

• 1,950 in Velo Quebec Grand Tour Desjardins• 2,000 in annual Rideau Lakes Cycle Tour• 400 in annual Friends for Life Bike Rally• 125 in annual Great Waterfront Trail Adventure• 400 in another dozen smaller groups

UCLG – Nov 9, 2011

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Organized groups … opportunities

UCLG – Nov 9, 2011

• Pre & post-tour accommodation, food, attractions• Grand Tour – 250 chose “under the covers” vs “under the stars”• Daily group & individual expenditures on attractions, food, retail• Return visits generated through good experience • Referral power – Grand Tour, GWTA media coverage• Survey results speak to the tourism development opportunities

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Independent Cycle Tourists

• Numbers about same as groups • Solo or small groups• Fully-loaded vs “credit card”• Flexible itineraries

UCLG – Nov 9, 2011

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Independent Cycle Tourists

• “Day trippers”, “Come stay and explore” & “Passing thru”• Returnees from organized group tours• From Montreal, Ottawa, Toronto, northeastern US

UCLG – Nov 9, 2011

Opportunities:• Accommodation, food, attractions, retail, services, . . .• “Ride and Relax” packages• Influence itinerary

. . . to delay and play, then stay

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Tourists Who Also Cycle

• 10%+ of adult Canadians cycle on overnight trips of one or more nights

• “Visiting friends or relatives”• Combine visiting with local

rides and other outings• Opportunity: packaging & promotion

UCLG – Nov 9, 2011

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About The Cycling Tourism Market• Four segments:

– Leisure & family – cycling is a favoured activity while on a trip– Recreational – longer day trips, countryside/attractions– Touring – days to weeks either independently or in tour groups– Mountain biking (off-road challenging/technical trails)

• Large & growing market– 2.5+ million Canadians cycle while traveling– 1+ million mountain bikers in Canada– Global cycle tourism market growing as well

• Propensity to travel and to spend– Frequent travelers– Higher than average education and income– Enjoy variety of experiences including arts, culture, heritage– Stay longer, spend more than average tourist

UCLG – Nov 9, 2011

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Competing on lifestyle … the players

• Velo Quebec’s Route Verte – $240 million invested from 1995 to 2010– Nearing 5,000 km of cycling network– Over 450 Bienvenue Cyclistes participants– Over $140 million annual tourism revenue

• Ontario Waterfront Trail regions– Niagara Region– Prince Edward County– Lennox & Addington

• New Lake Erie segment of Waterfront Trail (2013)• Current active tourism/transportation/recreation initiatives

– Essex County– Wellington County– Regional Municipality of Waterloo

UCLG – Nov 9, 2011

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Supporting Cycling for Economic Development

• Political will to invest in planning, infrastructure, services

UCLG – Nov 9, 2011

• Partner with SLPC re 1000 Islands Pkwy bikeway• Partner with FABN, Rideau Heritage waterway and RTO9• Encourage “Bicycle Friendly Community” status• Encourage “Welcome Cyclists” program1. Designate select routes & adopt a paved shoulders policy

Ontario Waterfront Trail route Rideau Heritage Cycle Route – Kemptville to Jones Falls Routes north from the Waterfront Trail Prescott – Kemptville rail trail Eastern Ontario “great circle” route

2. Include active transportation/recreation planning in ICSP Counties-wide active transportation & trails initiative

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“Growing lifestyle is good business”

UCLG – Nov 9, 2011

Active RecreationActive Transportation

Active Tourism

“Where lifestyle grows good

business”