Developing Cycle Tourism Destinations and Products
BioRobbin McKinney has guided more cycling trips in more places for longer than anyone in the active travel world. As a guide with Butterfield & Robinson, he lead trips throughout North America and Europe until 1996 when he created an event management company that has produced countless successful cycling events in Canada for
charities such as Jumpstart and many more. Robbin is the founder and owner of Great Explorations and Randonne Tours: tour operators that specialize in active travel offering trips in over 26 countries. Robbin’s
mission is simply to get more people riding bikes and traveling. With over 35 years guiding bicycling trips in every corner of the world, and as principal of two companies that seek to change the way we travel, Robbin has a unique perspective on the travel business and opportunities in eco-tourism.
OUR MISSION
Our mission is to encourage people to ride bikes and to travel actively. We have three different business units: Event Management, Guided Cycling [Great Explorations]; Selfguided cycling [Randonnee Tours]. Our event management business unit identified an opportunity to create a new Gran Fondo cycling event in Prince Edward County and we decided at the same time to create a new self-guided trip for Randonnee Tours.
WHY PRINCE EDWARD COUNTY? Our clientele [database of +10,000 cyclists] are mainly North Americans seeking destinations that meet the following criteria: •
Access – they have to be able to reach the destination easily; Prince Edward County is accessible by rail from Toronto via Belleville.
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Scenery, safe cycling, cultural attractions, suitable accommodations, great food; PEC has this in abundance.
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Availability of information on cycling routes and well planned routes with local support; we designed the routes using our local knowledge and experience. •
For the Gran Fondo event, we sought to provide a superior experience to any other Gran Fondo in North America.
Secrets to creating a successful Gran Fondo Identify Location where demand exists: Prince Edward County Existing Cycling Events: Charity Event with +-100 pax Local Support Bike Shops, Cycling Clubs, Tourism groups. •
Pricing: 50km - $80 100km - $120; 150km- $160 What’s included:
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A fully supported ride on some of the most scenic roads in Prince Edward County.
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Official 2019 County Gran Fondo T-shirt. Note T-shirts are only guaranteed for registrations received up until August 1.
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Complimentary digital pack of personal event photos
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Full mechanical support throughout the ride.
Secrets to creating a successful Gran Fondo continued... •
Bike parking during post-event celebrations.
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Complimentary barbeque for 2019 riders, until 3pm.
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Official 2019 swag, including a custom specialty item, and more…
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Pre- and post-event activities and entertainment for you and your family.
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A complimentary beverage at the Prince Eddy's Patio upon completing your ride.
MARKETING
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Website – Squarespace
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Digital Marketing Plan
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Posters and rack cards
OPERATIONS • Build your ops team • Ride Coordinator – key role • Recruit Volunteer crew • Prepare Operations manuals for each role • Deliver on your promise to participants, sponsors and volunteers
Results • Sold out at 500 riders in first year • Riders rated the Experience overall at 86/100 • Donated $1500 to three local charities
Secrets to creating a successful cycling trip
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Destination – Prince Edward County
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Hotel Options – Luxe (Drake Devonshire); Classic Merrill Inn, Picton
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Cycling routes – 2 nights, 1 night, 2 nights (centrebased doesn’t work for us)
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Bikes – some availability locally; we brought our own to the region, store and maintain
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Results in 2018 – 16 pax on 5 trips
What can the regions do to help?
• Infrastructure supports Co-promotion • Benefits to the community • Economic Development • Help build community
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"Get off the bus Breathe the air Pump your legs Open your heart To the world" -Robbin Mckinney