Pedaling Towards Prosperity “Where lifestyle grows good business” UCLG Public Works Committee Alan Medcalf November 9, 2011 “Growing lifestyle is good business”

Active Lifestyle for Economic Development UCLG – Nov 9, Active Recreation Active Transportation Active Tourism “Where lifestyle grows good business” good business”

Cycle Touring in Organized Groups 1,950 in Velo Quebec Grand Tour Desjardins 2,000 in annual Rideau Lakes Cycle Tour 400 in annual Friends for Life Bike Rally 125 in annual Great Waterfront Trail Adventure 400 in another dozen smaller groups UCLG – Nov 9, 20112

Organized groups … opportunities UCLG – Nov 9, Pre & post-tour accommodation, food, attractions Grand Tour – 250 chose “under the covers” vs “under the stars” Daily group & individual expenditures on attractions, food, retail Return visits generated through good experience Referral power – Grand Tour, GWTA media coverage Survey results speak to the tourism development opportunities

Independent Cycle Tourists Numbers about same as groups Solo or small groups Fully-loaded vs “credit card” Flexible itineraries UCLG – Nov 9, 20114

Independent Cycle Tourists “Day trippers”, “Come stay and explore” & “Passing thru” Returnees from organized group tours From Montreal, Ottawa, Toronto, northeastern US UCLG – Nov 9, Opportunities: Accommodation, food, attractions, retail, services,... “Ride and Relax” packages Influence itinerary... to delay and play, then stay

Tourists Who Also Cycle 10% + of adult Canadians cycle on overnight trips of one or more nights “Visiting friends or relatives” Combine visiting with local rides and other outings Opportunity: packaging & promotion UCLG – Nov 9, 20116

About The Cycling Tourism Market Four segments: – Leisure & family – cycling is a favoured activity while on a trip – Recreational – longer day trips, countryside/attractions – Touring – days to weeks either independently or in tour groups – Mountain biking (off-road challenging/technical trails) Large & growing market – 2.5+ million Canadians cycle while traveling – 1+ million mountain bikers in Canada – Global cycle tourism market growing as well Propensity to travel and to spend – Frequent travelers – Higher than average education and income – Enjoy variety of experiences including arts, culture, heritage – Stay longer, spend more than average tourist UCLG – Nov 9, 20117

Competing on lifestyle … the players Velo Quebec’s Route Verte – $240 million invested from 1995 to 2010 – Nearing 5,000 km of cycling network – Over 450 Bienvenue Cyclistes participants – Over $140 million annual tourism revenue Ontario Waterfront Trail regions – Niagara Region – Prince Edward County – Lennox & Addington New Lake Erie segment of Waterfront Trail (2013) Current active tourism/transportation/recreation initiatives – Essex County – Wellington County – Regional Municipality of Waterloo UCLG – Nov 9, 20118

Supporting Cycling for Economic Development Political will to invest in planning, infrastructure, services UCLG – Nov 9, Partner with SLPC re 1000 Islands Pkwy bikeway Partner with FABN, Rideau Heritage waterway and RTO9 Encourage “Bicycle Friendly Community” status Encourage “Welcome Cyclists” program 1.Designate select routes & adopt a paved shoulders policy  Ontario Waterfront Trail route  Rideau Heritage Cycle Route – Kemptville to Jones Falls  Routes north from the Waterfront Trail  Prescott – Kemptville rail trail  Eastern Ontario “great circle” route 2.Include active transportation/recreation planning in ICSP  Counties-wide active transportation & trails initiative

“Growing lifestyle is good business” UCLG – Nov 9, Active Recreation Active Transportation Active Tourism “Where lifestyle grows good business” good business”