The following provides a brief overview of what Cycle Simcoe has accomplished since the Welcome Cyclist workshop in spring of 2013 and describes the work which will be implemented during the next two years.

1. CYCLE SIMCOE

2. Today’s Agenda
Time: 9 a.m. - 11 a.m.
1. Introduction from Cycling Strategy Coordinator
2. Peek at the Research - Robert Wong, Partner, RMCG
3. 2 year Project Overview
4. Workshop – How to become cycling friendly
5. Next Steps

3. WHERE HAVE WE BEEN
Progress made in 2013

4. Where we have been
1. Opportunity Identified
2. Welcome Cyclist Workshop
3. Cycling Market Research
4. Trillium Grant Obtained
5. Cycling Strategy Steering Committee Created
6. Two Year Work Plan Developed

5. About Cycle Simcoe
The Barrie/Simcoe Cycling Club, a not for profit
organization, have recently partnered with the County of
Simcoe, and the Township of Oro-Medonte to develop a
sustainable Cycling Strategy which can be adopted by, and
rolled into the rest of Municipalities and separated Cities
which exist within Simcoe County.

6. Peek at the Research –BruceGreySimcoe
September 2013
6

7. Cycle Tourism in Ontario
Increasing number of visitors
and residents participating in
cycling
2010 Canadian Tourism Stats
• 2 M Canadian visitors participating
•
•
in cycling in Ontario, spending $391
M (↑25% &↑18%).
3% of all Canadian visitor
expenditures in Ontario can be
attributed to those who went cycling
Ontario also saw a larger proportion
of Canadian visitors who went
cycling anywhere in Canada (38%)
Georgian Bay Cycling Route Feasibility Study
November 2013

8. Our Ride Today!
The Cycling Experience
Research about Cycling Markets
• Gearing Up Online Survey of Club
Riders
• Toronto Bike Show Survey
• Centurion Canada at Blue
Cycling Guests Feedback
Getting Market Ready!
8

9. Experience Oro-Medonte
9

10. Huge Climbs on Quiet Roads
Mobile ethnography participant in Oro-Medonte endured the challenge of
hills…
10

11. Downhill Runs
Followed by downhill runs…WOW!
11

12. Through Winding Roads
…canopy covered windy roads
12

13. Road Conditions & Safety
Cyclists preferred bike lanes on busy
roads, swept lanes & shoulders,
roads in good condition, and quiet
roads with few cars
Safety is not mentioned but always in
cyclists’ minds
13

14. Sharing the Road
Motorists generally accommodating of cyclists &
cyclists obeying the rules of the road
14

15. Cycle Friendly a Bonus
Oro-Medonte
Bike friendly businesses but not a lot businesses open for cyclists
Need more to join the Ontario Cycling Network
15

16. Amenities in Oro-Medonte
Some rest stops available
• Necessities: A few port-a-potties available but
washrooms even better
• Businesses could offer bike racks, repair
service kit available, join Welcome Cyclist
Network
16

17. Creating Memories
…Surprising stop at the Guardians of the Forest
17

18. Creating Memories
18

19. Research about Cycling
Markets
19

20. Demographics & “Cyclegraphics”
Road cyclists are typically male (77%) and fall into the age bracket 45 – 64 (62%)
55% of road cyclists have graduated college or university and 25% completed post-graduate studies
72% of road cyclists have taken self-guided trips in the past 24 months
2
0

21. Ideal Cycling Trips
Self-guided road
tours, selfguided trips
from a central
hub, and charity
rides
Cycling routes,
infrastructure,
amenities and
accommodations
Road cyclists who go on overnight trips share the same preferences
2
1

22. Information for Trip Planning
Planning the next road cycling trip
Word of Mouth
71%
Promotions at Cycling Conventions and Events
39%
Cycling Club Information
66%
Cycling Print Material
45%
Travel Websites
46%
Social Media
39%
0%
10%
20%
30%
40%
50%
60%
70%
Word of mouth and cycling club information are the most used resources
Q15. Where do you look for information to plan your next road cycling trip? (Please check all that apply)
2
2
80%
n = 249

23. Awareness of Cycling in BGS
York Durham Hills of Headwaters
Similar trend among
road cyclists who go on
overnight pleasure trips
Q10. Which of these locations do you consider prime road cycling destinations in Ontario? (Check all that apply)

24. Awareness of Cycling in BGS
Road Cycling Destinations
BGS as Prime Road Cycling Destinations
Cyclists who visited
BGS and think it's
prime
50%
Simcoe
64%
Cyclists who visited
BGS
52%
Grey
61%
43%
Bruce
48%
0%
20%
40%
60%
80%
n = 269
Q10. Which of these locations do you consider prime road cycling destinations in Ontario? (Check all that apply)
Q20. Which of these locations have you visited for a road cycling trip? (Check all that apply)
24

25. Toronto Bike Show Survey 2013
Intercept interviews at the
Toronto International Bike Show
March 1-3, 2013
The Resource Management Consulting Group
March 2013
25

26. Toronto Bike Show - March 2013
Purpose
• Measure the market for cycle tourism
Method
• Intercept interviews with cyclists at or near
Simcoe County Tourism booth at the Toronto
Bike Show
Sample
• Interviewed 417 cyclists during three days
26

27. Characterizing the Cyclists
Cyclists in their prime working years of age (45-64)
•
•
Road cyclists – 45-54 (30%)
Mountain bikers– younger – 35-44 (30% )
Well educated market
•
•
Education N=413
Road – post-graduate (23%)
Mountain – post-graduate (10%)
60
52
50
Age N=413
40
% of respondents
% of respondents
40
28
30
23
18
20
10
17
10
30
20
17
13
10
6
<25
25-34
35-44
45-54
55-64
65+
27

28. Characterizing the Cyclists
Cyclists riding road (43%) most frequently
followed closely by mountain bikes (34%)
then hybrid (14%)
Riding an average of 3.7 times per week
Bikes Cyclists Ride
Ride Most N=417
Ride N=417
43
Road
34
Mountain
14
Hybrid
53
20
6
6
Cyclocross
55% of cyclists riding between 25-150 km
per week
• Road – 60% under 150 km per week
• Mountain – 66% under 75 km
55
0
20
40
% of respondents
60
80
Distance per Week N=414
% of respondents
40
30
30
20
25
19
14
12
10
<25km 25-75 76-150 151-250 >250
28

29. Past & Future Biking Interest
In the next two years, strong interested in
cycling in BruceGreySimcoe
Past Ontario Destinations
Overall N=408
Road N=173
Mountain N=136
62
In the past 5 years, 36% of the cyclists
biked in BruceGreySimcoe
GTA
70
53
46
Niagara
52
41
36
Bruce, Grey, Simcoe
37
37
0
20
40
60
80
% of respondents
29

30. Prepared for:
Rider Survey 2012
Image: BMVA
Prepared by:
The Resource Management Consulting Group
December 2012
December 2012
30

31. 2012 Research Plan
 Online survey post-race to ~ 4000

riders
20-30% response rates
2012
2011
2010
Total Riders
3955
3350
1319
Sample
813
765
613
Response Rate
21%
23%
47%
December 2012
31

32. Generating an Economic Impact
 54% of training visitors spent the majority of their time at Blue Mountain

Village, followed by Collingwood
Although only 10% stayed at paid accommodation, 80% ate at a restaurant, 68%
purchased gas and half shopped
Activities During Training Trip
% of respondents n=301
Ate at restaurant
80
Purchased gas
68
Shopped
49
Stayed with friends &
family
31
BMR attractions
Stayed at paid
accommodation
December 2012
17
10
32

33. Centurion Building a Riding Destination at Blue
 42% of the riders (321) did at least one training trip to Blue Mountain area in 2012
 Overall they took an average of 6.3 trips in 2012
 50% stayed at least overnight during one of the trips
Training Trips to BM Area in
2012
Nights in Area for Training Trips
% of respondents n=321
% of respondents n=321
37
49
20
24
20
21
17
7
1
2
3-7
none
7+
1-2
5
3-4
5-7
>7
times/season
December 2012
33

34. Cycling Guests’ Feedback
34

35. Bass Lake Beauty Ride (35 km)
Couple, 30’s, riding 3-4 years, recreational & charity rides, road bikes
Route: Carriage Hills, Bass Lake, Mount St Louis, Line 8 then back to Carriage Hills
The varied terrain is nice.
It’s nice to have those flat
rolling hills that you can just
pedal, not really think about
it and just watch the
scenery. Once in a while you
have an uphill that you say
why am I doing this? And
there are downhill runs
where you say now I know
why I’m doing it. So you
have a bit of a elevation
change that really makes for
an interesting ride.
Well I’m glad you said that
it was a workout because
now I don’t feel so bad. I
thought it was only me. I
guess I’ll just say it was
beautiful scenery and a
physical challenge at the
same time.
So it was nice to have
that varied terrain …
nice flat straight
parts and a beautiful
ride through trees
35

36. Bass Lake Beauty Tour (35 km)
Male, 40s,cycling 10 years, Charity rides and rides with cycling team, first time to Oro-Medonte
Route: Carriage Hills, Bass Lake, Mount St Louis, line then back to Carriage Hills
For 40 k—well 30 some
kilometers, it was
challenging….I didn’t expect
those <hills> … you get up a
hill and finish it and the next
one comes up…It’s fun. For
that low amount of
kilometers, to be able to get
the kind of a workout in and
to enjoy it was [gives thumbs
up].
36

37. Bass Lake Beauty Tour (35 km)
Male, 50s, cycling lots, ironman in 2005, 4 day mtn bike tour in Costa Rica, first time to Oro-Medonte
Route: Carriage Hills, Bass Lake, Mount St Louis, line then back to Carriage Hills
I did an adventure race, Tough
Mudder up here. It was so much
fun. But we never got a chance to
see the area. So now that I had the
chance, I’m going to tell them that
it’s great up here. You just don’t
realize what’s up here.
You have opened my
eyes to Simcoe
County and its
beauty. I will
definitely be talking
about this gem…..
37

38. Chocowonder Tour (BTRB)(20 km)
Female with male friend, 40’s, cycling 2-3 years, rides with group on weekend excursions with TCN, first time to
Oro-Medonte
Route: Chocolate Ride – Carriage Hills - Craighurst
Overall, this is a
fabulous idea to
introduce <the area>
to the Torontonians. I
think it’s brilliant; good
for you guys. That’s
awesome.
it’s pretty good. I think it’s a
beautiful setting…the nature
itself. The route gave enough
shade in the beginning and
the little gift shops were really
nice. I liked that.
38

39. Getting market ready?
1. Cycling routes mapped & graded
2. Map ready for the Toronto Bike Show
3. Web site ready and populated with cycling
enticing photos and videos
4. Businesses – Welcome Cyclists Network
ready!!
5. Build rave reviews of:
1.
2.
Cycle friendly hospitality
Memorable experiences on:
1.
2.
3.
4.
The roads
At accommodations
At the restaurants
Attractions along the way
6. Other business opportunities!!

40. When can we be here?
40

41. It has been a great ride!
Robert A. G. Wong, Partner
41
Email: robert@rmcg.ca

42. WHERE WE ARE HEADED
Two Year Strategy Overview

43. 2 Year Work Plan
Year 1: Road Focused
Year 2: Trail Focused

44. Defining “Cycle Simcoe”
Branding: The brand “Cycle Simcoe” has been identified as the face of
cycling within Simcoe County and will be released in early 2014.
Website Development: You can stay posted on our progress by
visiting cyclesimcoe.ca. It will house marketing assets, which local
businesses can use to make their establishment cycle friendly.

45. Signage
Share the Road
In spring of 2014, locals of OroMedonte will notice Share the Road
signage being placed along
designated routes. This will be the
foundation of our education and
awareness project.
Wayfinding
Wayfinding signage will also be
installed along our four identified
routes. Oro-Medonte will be an
innovative leader by using
wayfinding signage along rural
routes in Ontario!

46. Oro-Medonte Routes
Four routes have been
mapped and approved in
Oro-Medonte.
Next steps will be to print
and distribute brochures in
Bicycle Stores and other
local businesses.

47. Public Education Program
In 2014, a cycling education
program will be
designed, partnering with local
community ambassadors, with the
goal of educating both motorists
and cyclists alike.
Some specific deliverables
include;
- Cycling 101
- Road Cycling Etiquette
- Share the Road (both motorist
and cyclist)

48. Stakeholder Support/Partnership
Infrastructure is a critical component of a Cycling Tourism
Strategy. It requires the support of local stakeholders, such
as; restaurants, bicycle stores, Bed & Breakfasts and other
businesses that cross a cyclists path.
Over the next two years, the Barrie/Simcoe Cycling Club, in
partnership with Simcoe County and Oro-Medonte will work
to establish a consistent message and provide all local
stakeholders with the tools and information they need to
run a cycling friendly business.

49. WORK SHOP
Are you cycling friendly?

50. Are you Cycling Friendly?
In Groups, take 15 minutes to think of 10 way’s to make
your business cycling friendly. Then, present your top two
ideas to the other groups and explain your reasoning.
Consider:
• Safety
• Accessibility
• Promotion
• Education
• Transportation and Tourism

51. Thanks for your help!
Brendan Matheson
Brendan@BarrieCycling.com
@CycleSimcoe
www.cyclesimcoe.ca