1. New Zealand Cycle Trail Inc. Insights & Revenue Craig Wilson

2. Agenda Insights for trails & partners Cycle trail revenue
Future revenue opportunities workshop

3. Insights Forecast

4. Insights International participation

5. Insights Domestic participation

6. Insights Great Ride participation
67%
49%

7. Insights Time on trail
48%
61%

8. $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

9. Insights Satisfaction

10. Insights Channels

11. Insights Channels by trail type

12. 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

13. Total Revenue

14. Average Cycle Trail Revenue
Annual Operating Revenue
$ ,711
Range: $4,957 to $580,000
Council / DOC Funding
$ ,098
Range: $0 to $580,000
Commercial / Non Council Revenue
$ ,614
Range: $0 to $252,000
Official Partner Revenue
$ ,696
Range: $0 to $154,000
Event Revenue
$ ,204
Range: $0 to $72,600
Merchandise Revenue
$ ,054
Range: $0 to $26,400
Donations / Other Revenue
$ ,696
Range: $0 to $78,100

15. Partner Program We start with 4 Questions: Level of Engagement
What are they engaging with
How will that engagement be delivered
What is the value of that engagement

16. Partner Program Engagement Level With What How Delivered Access to:
Association
Co-Promotion
Commercial Return
Brand Equity
Ownership
With What
Brand (IP)
Infrastructure
Story
Operations
Governance
How Delivered
Access to:
Logos
Promotions
Signage
Information
Facilities
Governance

17. Partner Program Levels: Official $ 15,000 Gold $ 20,000
Concession $ 48,000
Commercial $ 50,000
Guardian $100,000

18. 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

19. 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?” 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

20. Heritage Hotels – NZC1930

21. Workshop Notes: Revenue Opportunities (Do’s and Don’ts)
Official Partner Revenue (Group 1)
Do’s
Have a range of buy-in options / levels
Understand your value proposition
Develop vision, values & story – be creative and align with key partners
Communicate (continually) & keep an open mind
Be prepared and be agile
Have a partner plan including roles to be played and $ value of benefits)
Share knowledge – create templates and an information bank
Don’ts
Undervalue the trail
Underestimate what people will pay for
Compromise your brand & values
Neglect your partners

22. Workshop Notes: Revenue Opportunities (Do’s and Don’ts)
Official Partner Revenue (Group 2)
Do’s
Protect IP at whatever level
Listen to partners – they will tell you what they want
Be prepared to accept non-cash contributions
Show what return they are getting
Don’ts
Don’t make your agreements a service
Don’t undersell yourself
Don’t oversell and under-deliver

23. Workshop Notes: Revenue Opportunities (Do’s and Don’ts)
Event Value / Revenue (Group 1)
Do’s
Sustainability of event (phased approach)
Take a partnership approach
Joint marketing
Promotional vehicle for the trail and the location / town
Value – access to participants for surveys / info / feedback
Market directly to participants and supporters (FB / Instagram)
Consider community and commercial events
Don’ts
Don’t mismatch the event with the trail (design / ability)
Don’t think every event has to be a race or has to be a cycle event

24. Workshop Notes: Revenue Opportunities (Do’s and Don’ts)
Event Value / Revenue (Group 2)
Do’s
Promote the trail
Set up as a preferred charity with the organiser
Got to have an ‘X’ Factor in your event e.g. exclusive access / location, challenge, target audience
Longevity required innovation
Tour Aotearoa uses donations, profiles operators / services
Don’ts
Run your own event
Consider impacts on regular trail users
Create clashes in timing when event calendar is busy
Create a liability on the trail (health & safety)

25. Workshop Notes: Revenue Opportunities (Do’s and Don’ts)
Other Revenue
Do’s
Crowd funding
Merchandise – could use third parties to manage
T-Shirts, mudguards, phone covers, trail books, passports, maps (cloth)
Selling kilometre markers / infrastructure
Grants – a paid person to do this
Convince your council to pay for it all!
Make your community value the trail
Corrections labour
Donations & bequests