Building a Signature Cycling Tourism Experience HamBur Loop Maria V. Fortunato, Executive Director Cycle Tourism Conference Canada March 1, 2019
HHBRTA is an independent, industry-led, not-for-profitorganization established in 2010
We are an independent, industryled, non-profit organization funded by the Ministry of Tourism, Culture and Sport. Creation of regional tourism came with the intent of increasing visitors, generating more economic activity, and creating more tourism jobs.
OUR VISION
➢Become a compelling tourism destination in Ontario based on its unique offerings, marketing and cohesion of the industry in HHB ➢Establishing the tourism industry and HHB as a significant economic driver
Cycling tourism is not just about what happens “on the seat” but what happens off as well. It’s an incremental cash register opportunity for business. Cycling tourism helps to enhance local resident quality of cycling experience in their backyard.
CROSS REGIONAL DEVELOPMENT ➢Leverage existing cycling infrastructure to cluster and create best in class experiences ➢Develop a route that will appeal to a wide range of consumer market segments ➢Enhance local resident quality of cycling experience
➢Link the route to other cross regional trails, loops and connections to increase visitor stay, promote cross regional experiences and attractions
Components of successful cycling tourism route
1 Partner & stakeholder engagement
2 Staging areas, attractions & bicycle friendly business certification
Great Lakes Waterfront Trail
3
TransCanada Trail
Leverage recognized cycle friendly trails for maximum pan-regional visitor experience & build overnight stays
HamiltonBrantford Rail Trail Greenbelt Route Grand River Trails
➢ 50-km loop ➢ Follows portions of the historic Around the Bay Road Race ➢ Uses existing pathways and corridors
➢ Travels through the municipalities of Hamilton and Burlington ➢ Multiple staging areas for entry/exit off the route to encourage extended visit and consumer spending
The HamBur Loop route was created by linking existing infrastructure, and by engaging strategic partners that worked together to build a cycle tourism experience that resonates with the tourist and local resident audience.
Final route mapping – leverage wellknown storied route
Leveraging and enhancing existing experiences along the route
Partner resources for wayfinding & amenities – working with Municipal partners
Market readiness – create business opportunity
HamiltonBurlington Cycling Tourism Route
Regional Tourism INVESTMENTS ➢Funding of Product/Experience Development resourcing to work with tourism partners and key cycling influencer stakeholders to develop the route ➢Link City of Hamilton-Burlington route to signature HHB regional cycling routes to bolster pan-regional destination cycling visitor experience ➢Co-invest in multi-channel marketing campaign with partners
#1 Trail overlap/shared routes
BEST PRACTICES LEARNED
➢Trail routing for HamBur Loop is shared and/or mirrored in large section by Great Lakes Waterfront Trail and other trail focused organizations. ➢Worked in tandem to map the route and cobranded signage supported the desire for reduced sign pollution, leveraging mapping technology and shared marketing.
#2. Multiple Wayfinding ➢ Offers
BEST PRACTICES LEARNED
visitors/users navigation tools via online, physical signage and on multiple platforms (Ride with GPS, Geo Trails, Municipality web resources, GLWT mapping etc)
#3 Collaborative Marketing
BEST PRACTICES LEARNED
➢The reach of partners is a huge boost to the promotion message to get to a larger audience, ensures consistent messaging and leverage dollars for paid media
#4 Use Business Development language
early in process ➢ Helps to build the capacity for itinerary development
BEST PRACTICES LEARNED
to be able to incorporate buyable offers that cyclists visiting the destination will stay longer and spend $$$$
Route particulars:
Newest
50km route
Development Proposed BrantBrantford Cycling Route
Route topography/terrain
Partners engaged to date in evolving the proposed route:
Recommended Staging areas:
- Brant Cycling Club -Tourism Brantford -Count y of Brant Tourism
14.5 km – paved multi-use terrain 14.5 km – gravel multi-use trail 17.7 km – on road
1.6 km – on road bike lane
Downtown Paris – Wincey Mills or municipal lot Brant Park Brants Crossing Bell Homestead on Tutela Heights
THANK YOU for the opportunity today.
A key take away: it takes time to reach the FINISH LINE to create a best in class signature cycling route.