1. Mountain Bike Tourism
and Community Development
in British Columbia:
Critical Success Factors
Vancouver Island Sport
Tourism Council
June 23, 2011
Presented by:
Ray Freeman
Mountain Bike Tourism

2. Overview
• Why Mountain Bike Tourism?
• Community Benefits
• How to get there
• Research Findings
• Recommendations for Practice
Mountain Bike Tourism

3. Intermission...
Kalamalka Lake, Cosen’s Bay Trail, Vernon, BC
Mountain Bike Tourism

4. Why Mountain Bike Tourism?
• gaining critical-mass
• fastest growing segment in adventure tourism
• business/govt & social media momentum
• cost-effective for communities
• multiple potential benefits
Mountain Bike Tourism

5. Intermission...
Hornby Island, BC
Mountain Bike Tourism

6. Potential Community Benefits
• recreational opportunities
• youth / community social / health
• destination awareness
• tourism revenue, taxation revenue
• community infrastructure
• spin-offs for direct and indirect businesses
• social capital
• this list is NOT comprehensive
Mountain Bike Tourism

7. Economic Impact
• Sea to Sky Mountain Biking Economic Impact Study
(MBTA, 2006)
• Outside visitors to the North Shore, Squamish,
Whistler, Pemberton corridor
• $10.3 m revenue
(June 4 to September 16)
• Whistler Mountain Bike Park
$16.2 m
• Crankworx Mountain Bike Festival
$11.5 m Mountain Bike Tourism

8. How to get there?
Critical Success Factors:
• Community Champions / Stakeholders / Political Will
• Infrastructure / Amenities / Supporting Services
• Legislation / Regulatory Frameworks
• Destination Marketing / Management
• Physical Geography / Terrain / Trails
• Funding Sources (Private / Public / In-Kind)
• Mtn Bike Clubs / Schools / Camps / Programs
• Mtn Bike Culture / Lifestyle / Events
Mountain Bike Tourism

9. How to get there?
Community Champions / Stakeholders / Political Will:
• Mountain Bike Resorts
• Commercial Tour Operators
• Destination Marketing Organizations
• First Nations
• Industry Groups (Mountain Bike Clubs)
• Mountain Bike Tourism Services (Accommodation, food, rental, transport)
• Provincial Government Agencies
• Regional & Municipal Governments
• Trail Stewardship Groups
• Private Landowners
• Event Organizers (Festivals/Races)
• Educational Institutions
• Mountain Bike Consultants
• Insurance Experts
• Athletes & Professional Mountain Bikers
Source: Tourism BC, 2010
Mountain Bike Tourism

10. How to get there?
Mountain Biking Product:
• Bike Parks/lift accessed biking
• Local trails for freeriding & cross-country biking
• Touring and family trails (ie: rails-to-trails)
• Epic Rides
• Races, Festivals & Events
• Mountain Bike Camps
• Community-based programs
Source: MTBA, 2010
Mountain Bike Tourism

11. How to get there?
Stakeholder Integration:
• Identify salient stakeholders
• Inclusive yet selective process
• Strong leadership / facilitation / champions
• Community vision / strategic planning
• Build social capital / collaborative experience
• Participant / visitor experience-orientation
Mountain Bike Tourism

12. How to get there?
Example:
• Develop regional cycling tourism initiative
• ie: Touring and family trails (rails-to-trails)
• Communications with regional partners
• Identify Critical Success Factors
• Identify collaborative opportunities
• Seek external knowledge / resources
• Periodic evaluation of plan
Mountain Bike Tourism

13. Intermission...
Mt. Seymour, North Shore of Vancouver, B.C.
Transporters (2008) By Chris Paul
Tsartlip First Nations Artist Mountain Bike Tourism

14. Conceptual Framework for Community-Based
Mountain Bike Tourism Development
Critical Success Factors (Wilson, et al, 2001)
Basic Elements for Mtn Bike Tourism (MTBA, 2010)
BC Community Development Assessment Framework
(Tourism BC, 2008)
Delphi study (Freeman, 2011)
*Data derived from Graduate Paper submitted in partial fulfillment of the requirements
for the Degree of Master of Arts in Tourism Management at Royal Roads University
Mountain Bike Tourism

15. Contingent Factors
(Emerging Clusters)
Non-Contingent Factors
(Maturing Clusters)
Innovation / Outlier Strategies / Alternative Factors and Approaches
Mountain Bike Tourism

16. Intermission...
Shuttle Run, Mt. Prevost, Duncan / North Cowichan, B.C.
Teachers Drum (2004) By Chris Paul
Tsartlip First Nations Artist
Painted deer hide drum Mountain Bike Tourism

17. North Cowichan Case-Study
• Identify bike-related activities currently in the region
• Current issues / challenges / demographics / trends
• Range of potential opportunities & impacts
• Create awareness among stakeholders
• Alignment with OCP and Community Vision
• Encourage Spin-Off benefits
• Compare with other community (cycling) plans
Mountain Bike Tourism

18. N.C. Funding Sources
(Public / Private / In-Kind)
• Municipality trails development / maintenance
• Bike clubs / volunteers
• IMBA Canada
http://www.imbacanada.com/resources/fundraising/canadian-grants
• Community Futures
• BC Provincial Government (program examples)
Bike BC
ACT Now BC
LocalMotion
• Island Coastal Economic Trust
• Cowichan Valley Regional District
• Cowichan Tribes
• Other Government (Health Authority)
• Corporate Sponsors
• Trans Canada Trail
• Other NGO’s
• Service Clubs
Mountain Bike Tourism

19. Intermission...
Burnt Bridge, Cowichan Lake, B.C.
Whale Paddle (2005) By Chris Paul
Tsartlip First Nations Artist
Painted ash Mountain Bike Tourism

20. Summary
• This approach is applicable to any tourism product
• It’s all about Partnerships
• Conversations can reveal hidden resources
• Strategic planning with a collective vision
• It’s been done before!
Conservation Drum (2006) By Chris Paul
Tsartlip First Nations Artist
Painted deer hide drum Mountain Bike Tourism

21. Final Intermission...
Super-D Race, Hartland, Victoria, BC
Mountain Bike Tourism

22. Thank you!
Questions?
Ray Freeman
250.744.5653
LeftCoastInsights@shaw.ca
Twitter: LeftCoastInsite
http://ca.linkedin.com/in/rayfreeman
Also on Facebook!
Mountain Bike Tourism