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