Malcolm Bell's presentation on Off-road cycling and the exciting 1SW Project.

1. 10 September From The Roots to
From the Roots to the Shoots
Malcolm Bell - Why 1SW?

2. Off Road
Cycling
Malcolm Bell
Head of
VisitCornwall

3. My Presentation
• Changing demands of our visitors and
ourselves
• How to capture and delight the activity
markets – “Pure” – “Casual” –
“Accidental”
• S.W.1

4. Changing demands of our
visitors and ourselves

5. Consumer's changing
characteristics and needs
• Wealthier ( for now)
• Healthier
• Older and more active
• Multiple holiday taking
• Short breaks as a survival tool
• Increasingly “experience
driven” breaks
• Changing lifestyles

11. Buying ‘experiences’
% Agreeing
56 54
51 49
46 45
38
32
0
10
20
30
40
50
60
France Spain Poland Italy US UK Germany Japan
Source: Henley Centre, HenleyWorld 2003
I would rather spend money on experiences/doing
things than buying material goods

13. Active People, Sport England:
Cyclists
South West
Demographics of SW adults who undertook at least
one cycle ride for a minimum of 30 minutes in the
last 4 weeks.
• Majority aged 35-44 (26%) and 16-24 (23%)
• 10% are aged 55-64, 5% 65-84
• The majority are male (65%)
• Highest qualifications are:
• Degree or equivalent, 1%; A’Level, 36%;
•GCSE (5 A-C’s), 21%; No qualifications, 10%

14. How to capture and delight
the activity markets:
“Pure”
“Casual”
“Accidental”

15. “Casual”
“Pure”
“Accidental”

16. Pure – Often lowest tourist spenders
• Long term passionate participants
• Know the activity knows most of the locations
• Is involved and uses the expert networks – through
club news, internet forum etc
• Do not spend that much on other activities or even
accommodation and food and drink
• How to attract them :
» Use specialist media – comms routes
» Specialist PR
» Special events and competitions
• Product Development:
» Competition venues
» Unique highly demanding circuits/routes
» New and innovative offering

17. Casual – medium/high tourist spenders
• Often lapsed or bike at the back of the garage and
means to but doesn’t
• Needs good information on where they can cycle
• Receives information through conventional
channels – local newspapers, leaflets, generic
information web sites such as tourism information
providers
• Have mixed leisure activities but concerned about
being active and wanting to be more fit
• How to attract them :
» Use normal media – comms routes
» Local radio and TV stories – fun
» Fun events, family fun time
•Product Development:
» Easy routes, fun activities
» Close to holiday spots, cities & towns

18. Accidentals – supplementary tourist spenders
• No planning – often completely lapsed
• Knows nothing about where and how- impulse
• High profile marketing and point of sale promo,
poster, signage etc
• Can be tempted to spend on activity and extras
• How to attract them :
» Use in your face promotion, leaflets etc
» Road signs
» Fun adverts in tourism day visitor
publications
• Product Development:
» Cycle hire
» Gentle but fun routes
» Mixed with other attractions, multi use
venue

19. Why SW1

20. Key Facts
•Day & staying cyclists spend £81.2 +
£129.2m in South West
•Current demand 4m-8m trips per year
•For locals and visitors
•Great potential for growth

21. South West
•Woodlands fragmented areas with some
larger woods/forest
•Around 2000km of cycle legal rights of
way

22. SW Rural Tourism
•Rural tourism Vital to local economy and
community viability
•Need more activities and things to do
•Need more positive image of an active
and passive place
•Reposition as beaches have been
repositioned over the last decade

23. SW Rural Development Programme for
England (RDPE)
•RDPE SW & Cornwall
•Priority pan regional attractors
•Cycling, water, walking, county sports
•Its about product development to meet
the needs of customers today and in the
future

24. Vision
•Rural –
- active, all ages, all abilities and fun
•More money retained in the local/rural
economy
•Healthier, wealthier and greener