Ontario Cycle Tourism Forum 2013
The Grey County Experience
Grey County • Niagara Escarpment • Georgian Bay • Beaver Valley • Blue Mountain Resort • Owen Sound • Bruce Trail • Good County Roads (some paved shoulders)
Grey County – A Welcoming Destination
Share The Road – Grey County Style
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‌ and in summer
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Tourism in Grey County 1.5 million visitors to Grey County annually (2006-2010) $230 million in visitor spending 170 accommodation establishments, plus another 85 attractions, golf courses, marinas and trails/CAs 3200 jobs, total taxes=$104 million including $10.4 million in municipal taxes 4 Season outdoors destination with emerging culinary and arts/culture experiences
Grey County Tourism Vision
Welcoming destinations and great experiences make Grey County the natural place to visit and live.
Goal
Increase sustainable tourism revenues through managing & marketing Grey.
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2010 - Grey County Cycling Advisory Ctte
Goal: Grey County will be a premiere cycling destination in Ontario in 5 years
Key partners: Local cycling club members, cycling shop owners, advocates The Blue Mountains – municipality to host first Centurion race, Share The Road Grey County Transportation Services - paved shoulder policy, signage Blue Mountain Resort – host to Centurion & downhill mountain bike facility
Tourism department brought the partners together, facilitated communication and led the tourism initiative
Owen Sound Cycling Club
Tom Thomson Trail – the missing link
Owen Sound Cycling Club - Events
Share The Road ride – Wiarton May 2011
The Blue Mountains - Share The Road • Community concerns about the Centurion Race • Engaged the community around a series of concerns, competing needs of agricultural sector, businesses, cyclists and other users • Provided framework to engage everyone in an ongoing dialogue
• Share the Road Coalition included: • • • • • • • • •
The Blue Mountains Blue Mountain Resort Village Association Clearview Meaford Collingwood Wasaga Beach Cyclists (though not a unified group) Three local OPP detachments
The Blue Mountains - Community Champions Bill Abbotts • Share the Road advocate & activist Local OPP Municipal Governments
• Promotional materials • Share the Road magnets, stickers, water bottles • Ride-along with OPP • 600 water bottles handed out = outreach • Centurion (4000 participants) • Using local champions
The Blue Mountains - Successes
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A strong Share the Road program and supportive policies can be a draw for tourists and events = economic benefit of destination development
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Having clear policies helps support event organizers in meeting municipal requirements, ensuring safety and improving image in the community
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Regional commitment from Health Units, Municipalities, Counties, OPP detachments, as well as private sector
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Local bike shops & car dealerships provide Share the Road “swag” to customers
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The Blue Mountains has completed an Active Transportation Audit
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The Roads Department has provided road construction and maintenance schedules on the Town website so users can plan their ride
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The Blue Mountains was recognized as a Level Bicycle Friendly Community in 2011
Bronze
Grey County Transportation March 2009 Grey County passed a paved shoulder policy 43.1 kms of County roads now have a paved shoulder Transportation Master Plan
Goal #1: Create a vision for all modes of transportation in the County of Grey, with a particular focus on encouraging active transportation options (cycling, walking/running)
Grey County Transportation Master Plan
Blue Mountain - Cycling Tourism Products Downhill Mountain Biking X-Country Trails and family guided packages On-hill events Cycling routes around the resort, trails to neighbouring towns Pedal & Paddle ~ Apple Pie Trail Adventure Centurion Cycling Championship
Centurion Canada
Racers Race… Riders Ride… Everyone Has Fun! Friday - Sun
Registration and Expo
SATURDAY
C25 Race Kids Ride Hill Climb Timex Vertical Challenge Live Music & Kids Activities Awards & Outdoor Movie
SUNDAY
C50 Race C100 Race
– TSN
Centurion Cycling - Direct Benefits • Measurable economic impact • Ongoing between events • Leverage series of events • Television coverage • Print and electronic promotion • Legacy programs – grant programs, charity teams
Rider Survey Results
Spent money, Stayed Overnight
They came to Blue for Centurion Training
Grey County Tourism Keys to Success - 2011 Printed initial Cycling in Grey County map Shot short cycling video Created virtual Grey County Cycle Tour to take to special events Gave out 2,000 Share The Road magnets at summer events Focus on cycling in marketing Attended STR, Bike Summit
Centurion Canada Minister of Tourism & Culture Michael Chang at Dundas Square tourism event
Keys to Success - 2012 Re-printed double quantity of Cycle Maps (60,000) Updated website with better mapping, cross Canada route Gave out 4,000 Share The Road magnets at summer events Hosted 2 successful Welcome Cyclist workshops, 20 businesses registered
Updated Cycle Video
Cross-Canada cyclist “There’s a cold beer waiting for me in Saint John’s…)
Looking ahead - 2013 Expand membership on Welcome Cyclists network Develop experience based itineraries – partner with wineries, attractions, accommodators Continue to support Share the Road initiatives Support active transportation/tourism benefits of cycling – Grey County TMP Expand marketing of cycling