New Zealand Cycle Trail Inc. Insights & Revenue Craig Wilson
Agenda Insights for trails & partners Cycle trail revenue Future revenue opportunities Where to next
Insights Forecast
Insights International participation
Insights Domestic participation
Insights Great Ride participation 67% 49%
Insights Time on trail 48% 61%
$21.1 million Additional Benefits +13% riding an extra day X 1.3 million riders per annum = 169,000 extra days riding per annum $21.1 million Estimated additional spend
Insights Satisfaction
Insights Channels
Insights Channels by trail type
Cycle Trail Revenue Survey 16 survey responses from trails Annual operating revenue: Total: $3.3m Average: $207,700 per trail Average council / DOC revenue: $145,000 Average non-council revenue: $63,600
Total Revenue
Average Cycle Trail Revenue Annual Operating Revenue $ 207,711 Range: $4,957 to $580,000 Council / DOC Funding $ 144,098 Range: $0 to $580,000 Commercial / Non Council Revenue $ 63,614 Range: $0 to $252,000 Official Partner Revenue $ 22,696 Range: $0 to $154,000 Event Revenue $ 7,204 Range: $0 to $72,600 Merchandise Revenue $ 5,054 Range: $0 to $26,400 Donations / Other Revenue $ 17,696 Range: $0 to $78,100
Pre-Summer Campaign Objectives To build awareness of NZCT & Great Rides in the lead up to the 2017/2018 season For National Partners to position their brands alongside NZCT & Great Rides To grow NZCT website and partners websites visits For NZCT & National Partners to grow a domestic riders database
Pre-Summer Campaign Targeting 40 – 59 years old active New Zealanders Theme: “Are you ready for a Great Ride?” NZ wide radio partner (competition) and social media Win one of three Great Rides prize packs Enter on the radio partner’s website National Partners and trails to promote via their databases All entries receive a “Are you bike ready for a Great Ride?” email with supporting messages Investment by National Partners of $20,000 in media spend plus $4,000 in prizes Proposed timing for the campaign is end of October through to November
Thank you “I thought of that while riding my bicycle.” Albert Einstein