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

2. Agenda Insights for trails & partners Cycle trail revenue
Future revenue opportunities
Where to next

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. 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

16. 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

17. Thank you
“I thought of that while riding my bicycle.”
Albert Einstein