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Zooming Ahead: The Triple Bottom Line of Bike Tourism Jim Sayer * Adventure Cycling Association * www.adventurecycling.org Pro-Walk/Pro-Bike/Pro-Place * Long Beach, CA * September 11, 2012
Zooming Ahead: The Triple Bottom Line of Bike Tourism Jim Sayer * Adventure Cycling Association * www.adventurecycling.org Pro-Walk/Pro-Bike/Pro-Place * Long Beach, CA * September 11, 2012
www.adventurecycling.org
Competition
Bike Tourism
OR video: http://www.youtube.com/watch?v=-a-r68dy4ls
“Oregon has identified road cycling and mountain biking as a key strategy for economic growth through tourism.”
Holly Macfee
Vice President, Global Brand Strategy
Travel Oregon
Wisconsin! • Nearly a billion dollars for
bike tourism
$924
million
Europe! • 54 billion Euros for bike
tourism
$70
billion
Lanesboro, MN (just 800 people) $25 million
41 states * 8 new US Routes in 2011-12
Michigan! A Cycling Destination
US Bicycle Routes
20 & 35
• Local interest and support
• Mix of existing facilities
• Adjacent state and national links
• Statewide economic impact study
http://www.pedalmn.org/
The Triple Bottom Line of Bicycle Tourism
• Money
• Visibility
• Facilities
Money Visibility
Facilities & Networks
Combine with local-serving transportation
For traveling and everyday cyclists
Seven Steps to the Triple Bottom Line 1. Build and Brand Bike
Facilities – Create Destinations
2. Build and Brand Local, Regional and State Networks
3. Connect with the U.S. Bicycle Route System
4. Connect with, educate, and utilize tourism and economic development agencies
5. Capture and connect with bike tourism interests
Seven Steps to the Triple Bottom Line
6. Develop, promote, and cross-pollinate ALL types of bike tourism
• Day tours
• Bike Sharing
• Bike Overnights
• Events
• Multi-Day Tours
Seven Steps to the Triple Bottom Line
7. Attend Bike Tourism Sessions @ PWPBPP
• Peer Expert Session @ 1:45 today – Room 204 (near ballroom)
• Oregon
• Bicycle Route 66
• U.S. Bicycle Routes
Time for the triple bottom line www.adventurecycling.org