2025 Strategic Plan

CREATING WORLD CLASS TRAILSRESPONSIBLY | SUSTAINABLY | COLLECTIVELY

INITIATIVES | STRATEGIES | GOALS

Q4 2018 UPDATE

MOUNTAIN BIKERS OF SANTA CRUZ | What We’re All About

Mountain Bikers of Santa Cruz (MBOSC) is a 501(c)(3) non-profit organization that was founded in 1997 to support, preserve, and expand trail access and responsible mountain biking in Santa Cruz County. We have since become a highly skilled trail stewardship organization with expertise in advocacy, trail and bike park design, construction and maintenance, volunteer management, and project funding.

We are driven by passionate volunteers and high-caliber professional staff who promote legal and sustainable mountain bike access through trail building, event promotion, and collaborating throughout the county. Strategic partnerships with land managers, other trail users, and the local bike industry help MBOSC build new trails and support sustainable trail use. MBOSC has proven to be an invaluable partner for local land managers, investing nearly $1,900,000, over 20,400 hours of staff time, and over 26,250 hours of volunteer time in trail construction and maintenance since 2012. During our 2017/18 trail work season, 398 volunteers and MBOSC staff performed 3,828 hours of trail work at our local State and City Parks and at Soquel Demonstration State Forest.

We are focused on furthering our mission to make Santa Cruz the best place to be a trail-user. With more opportunities to expand trail access in the county than at any point in history, MBOSC is planning aggressive growth to capitalize on these opportunities.

MISSION VISION

To create world-class trails responsibly, sustainably, and

collectively.

Make Santa Cruz County the premier place to be a

trail-user through advocacy, trail construction,

maintenance, partnerships, and world class events.

OUR INITIATIVES

This 2025 Strategic Plan presents MBOSC’s three key initiatives and details the strategies we’ll use to reach our goals.

MISSIONEnhance trail access

in the Santa Cruz area.Create a cohesive community of all

trail-users.Build a sustainable

organization.

INITIATIVE 1 | ACCESS INITIATIVE 2 | COMMUNITY INITIATIVE 3 | ORGANIZATION

GOAL OBJECTIVE STRATEGIES MEASURABLE GOALS STATUS (AS OF Q4 2018)

1A. BIKE TRAILSDEVELOP INTERCONNECTED TRAIL NETWORKS

Develop and Implement Regional Trail Plan Vision

• Create coalition of supporting organizations, including:

- Land Trust of Santa Cruz County - Friend of SC State Parks - SCCHA - Land Managers

• Provide mapping services• Facilitate trail planning• Facilitate easements, licensing

agreements, and land acquisition with private land owners

• Fundraise for nonexistent State Parks planning position to complete roads and trails plan in Santa Cruz District

• Partnership agreements formalized (2018)

• Mapped concepts refined (2018)

• Define opportunities (2019)• Fundraise for easements and

trail construction (2020+)• Expand legal trail offerings

from 37 miles of legal trails to 85+ (2025)

• Create grand singletrack loop plan connecting Wilder Ranch, Fall Creek, San Vicente Redwoods, Cotoni-Coast Dairies to Rail Trail (2025)

• Worked with the Santa Cruz Mountains Stewardship network to initiate a regional trail planning process

• Mobilized public to engage in the Bureau of Land Management's pre-planning process for Cotoni-Coast Dairies National Monument to ensure access for all trail users and trail connectivity to San Vicente Redwoods, Rail Trail and other local parks. Partnered with Santa Cruz County Horsemens Association on public outreach.

• Constructed 3 miles of new mtb accessible trails at Glenwood Preserve in Scotts Valley

INITIATIVE 1 | ACCESS

Enhance trail access in the Santa Cruz area.

GOAL OBJECTIVE STRATEGIES MEASURABLE GOALS STATUS (AS OF Q4 2018)

1B. TRAIL DIVERSITYDEVELOP A DIVERSE RANGE OF TRAIL EXPERIENCES THROUGHOUT THE COUNTY, INCLUDING CROSS COUNTRY, DOWNHILL, ALL-MOUNTAIN, AND FREERIDE FOR ALL SKILL LEVELS

Establish program for mountain bike access to private property and watershed properties

• Develop framework for various land owners to participate, including:

- Licensing and lease agreements - “Pay-to-Play” pass program to support management of public access, trail construction, and maintenance

• Develop framework and identify pilot project (2018)

• Trail buildout and implementation (2019)

• Add other landowners (2020+)

• Formed MBOSC bike park committee which began work on business plan and economic model for a mountain bike park in the Santa Cruz Mountains and has engaged various land managers and private land owners to identify potential locations

Create mountain bike specific trail opportunities

• Partner with State Parks and other CA bike advocacy groups at local and state level to create land and trail designations to provide mountain bike specific trail opportunities

• Work with City of Santa Cruz to implement Parks Master Plan 2030 (pending) which includes mountain bike specific trail recommendations

• Partner with Santa Cruz County Parks to explore mountain bike specific trail access at county land holdings including the Miller Property near Boulder Creek

• Form coalition of CA Organizations to advocate with State Parks at State Level and develop plan (2018)

• Continue advocacy for SC City Parks Master Plan (2017)

• Identify mountain bike facilities projects that map to County Strategic Parks Plan

- Miller Property Trails (2018)

- Pump Track in SLV (2019)

• Engaged in ongoing dialogue with State Park management and elected officials in Sacramento to advocate for modification of state parks trail standards to include mountain bike specific trails.

1C. BIKE FACILITIESBUILD MOUNTAIN BIKE FACILITIES THAT ARE DESIGNED FOR SKILL PROGRESSION

Develop bike parks, pump track, and dirt jump facilities

• Continue to partner with Santa Cruz County Parks to identify and purchase/lease property for construction of a full-scale bike park

• Develop facilities in underserved San Lorenzo Valley and South County, including a pump track in Watsonville

• Finalize Watsonville Ramsey pump track design, agreements, and fundraising (2017) and construct facility (2018)

• Pinto Lake pump track construction was completed and opened in October 2018

• Submitted plans for a dirt jump park at Santa Cruz County Parks Farm Park in Soquel in partnership with county parks staff. (Waiting on planning department approval.)

INITIATIVE 1 | ACCESS (continued)

Enhance trail access in the Santa Cruz area.

INITIATIVE 1 | ACCESS (continued)

Enhance trail access in the Santa Cruz area.

GOAL OBJECTIVE STRATEGIES MEASURABLE GOALS STATUS (AS OF Q4 2018)

1D. TRAIL WORKGROW CAPACITY FOR TRAIL DESIGN, CONSTRUCTION, AND MAINTENANCE

Continue development of engaged volunteer labor force

• Continue to develop crew leader training course

- Recruit from other user groups - Secure funding source – grant - Develop training manual

• Enlist other user groups and advocacy organizations in promoting and recruiting volunteers

• Continue to develop volunteer rewards program

- Bike raffles - Discounts - Other incentives

• Create opportunities for a diverse range of people to participate

- Women’s events - Youth events - Underprivileged community

• Leverage workplace volunteer programs

• Promote crew leader training course and volunteer opportunities with Sierra Club and SCCHA (2017)

• Secure funding for crew leader training course though sponsorship or grant (2017)

• Women’s trail work event(s) (2018)

• Trail work events specifically for high school mtb league (2018)

• Increase volunteer hours by 15%/year to 10,000 hours/year (2025)

2018 GOAL ACHIEVED ✓• Pogonip Volunteer Projects

promoted by Sierra Club, Land Trust of SCC, and Friends of Pogonip

• Wilder trailwork promoted by Friends of SC State Parks

• Launched robust Trail Academy program offering a series of free classes to educate volunteers on trail building and train Trail Crew Leaders

• Launched new women’s Dig Day and students Dig Day to expand participation

• 398 volunteers and MBOSC staff did 3,828 hours of trail work during our 2017/18 season

Invest in professional trail staff to augment and lead volunteer workforce

• Hire Trails Specialist to manage trail construction, design, maintenance, and volunteer projects

• Secure funding for professional trail crew to provide skilled labor to execute trail projects and fulfill maintenance agreements

• Fund and implement youth trail crew program

• Hire full time Trail Specialist in 2018.

• Maintain 4-person seasonal trail crew (2020)

• Implement summer youth trails program (2019)

2018 GOAL ACHIEVED ✓• Hired two new full time trails

positions: Trails Program Director and Trails Specialist

• Hired one Seasonal Trail Worker

• MBOSC ran the City of Santa Cruz Summer High School Trail Crew program

GOAL OBJECTIVE STRATEGIES MEASURABLE GOALS STATUS (AS OF Q4 2018)

2A. MEMBERSHIP MAKE MBOSC MEMBERSHIP A CULTURAL STANDARD FOR LOCAL MOUNTAIN BIKERS

Grow membership to increase engagement

• Implement new tiered membership program with incentives varying by tier

• Leverage robust CRM membership system

• Implement new membership program (Q2 2018)

• 1,000 new members by Jan 2019

• Grow membership to 3,000 (2020)

2018 GOAL ACHIEVED ✓• New membership program

launched Q4 2018 - Program design based on extensive research

- Six membership tiers with varying incentives

- Annual dues range from $20 to $1,000+

- Developed MemberLeap CRM system

• Over 1,100 members signed-up by first week of Jan 2019

• Great industry support with Santa Cruz Bicycles and Ibis buying memberships for employees

2B. RACESEXPAND REVENUE GENERATING RACING OPPORTUNITIES

Provide a diverse range of opportunities and expand participation

• Continue to grow Old Cabin Classic - Increase number of racers - Improve course - Expand non-racer attractions - Raise more funds for State Parks trail projects

• Add Big Basin and Butano gravel race to calendar starting 2018

• Create smaller scale local racing opportunities, bi-weekly evening XC series at local parks

• Offer event promotion and course mitigation services to the multiple local cyclocross series to create continuity in offerings and event quality

• Hire race promotion staff to ensure quality event production

• Increase revenue of Old Cabin Classic and gravel race events to generate $40,000 each in revenue (2020)

• Increase race participation to 2,500 (2025)

2020 GOAL ACHIEVED ✓• Old Cabin Classic (2018)

- New, improved course - New Youth 10 & Under race - 600 participants (added 200 from prior year)

- $49,763 revenue (including $9,000 towards State Parks fundraiser)

• Old Growth Classic (2018) - Brand new event in 2018 - Hugely successful event with great feedback

- 325 participants - $42,349 revenue (including $4,875 towards State Parks fundraiser)

• 925 race participants in 2018

INITIATIVE 2 | COMMUNITY

Create a cohesive community of all trail-users.

GOAL OBJECTIVE STRATEGIES MEASURABLE GOALS STATUS (AS OF Q4 2018)

2C. EVENTSCREATE MOUNTAIN BIKE FOCUSED SOCIAL EVENTS WITH BROAD APPEAL

Increase community engagement by hosting a variety of community events.

• Offer regular social events for community

- First Friday Happy Hour - Inclusive and diverse group ride opportunities

• Use events as revenue generating opportunities

• Host revenue generating mtb skills coaching and clinic services

• Host at least 6 community events each year

• Raise $12,000 across all community events in 2018, and increase by 10% each year.

2018 GOAL ACHIEVED ✓• Hosted 7 community events

in 2018• Events included movie

screenings, happy hours, social gatherings, and educational presentations

• Event attendance was strong and multiple events reached capacity of the venue

• $13,000 raised through fundraising efforts at events

• Partnered with the Ride Guides to create skills clinic program

2D. FOLLOWERSINCREASE DIGITAL ENGAGEMENT THROUGH WEBSITE, SOCIAL MEDIA, AND EMAIL NEWSLETTER

Increase number of social media followers, grow email distribution list, and improve engagement through the creation of great content

• Run quarterly social media contests to increase followers

• Create stronger social media engagement with MBOSC partners/supporters to drive traffic to MBOSC channels

• Partner with photographers to get imagery for strong content on social media channels

• Hire an unpaid summer intern (high school mountain biker) to help create unique content

• Drive email newsletter sign-ups through new membership program and look into partnering with Strava to leverage their users who upload rides on Santa Cruz area trails

• Create/publish content with external media sources that would drive traffic back to MBOSC

• Grow number of social media followers to 15,000 across all platforms (2025)

• Increase email distribution list to 5,000 (2025)

Stretch goals:• Grow number of social media

followers to 25,000 across all platforms (2025)

• Increase email distribution list to 10,000 (2025)

2025 GOAL ACHIEVED ✓• Social media followers: 18,647

across all accounts (MBOSC, Old Cabin, Old Growth)

• Email distribution list: 6,200• Implemented new “social

media kit” format and dis-tribution, which has greatly improved content sharing amongst MBOSC partners

• Partnered with multiple photographers and videographers to create engaging content

• Leveraging events, fundraising campaigns, and membership program to increase size of newsletter list

INITIATIVE 2 | COMMUNITY (continued)

Create a cohesive community of all trail-users.

GOAL OBJECTIVE STRATEGIES MEASURABLE GOALS STATUS (AS OF Q4 2018)

3A. FUNDINGDIVERSIFY FUNDING SOURCES

Develop new membership program with strong revenue generating potential

• Tiered cost structure• Implement monthly giving option• Develop membership incentives

• Increase total membership to 3,000 members by 2020, with a cost structure similar to:

- 100 at $1k/annually - 1000 at $10/month - 1900 at $5/month

• New membership program launched November 2018

• 6 tiers with pricing ranging from $20 to $1,000+

• Launched with $70,000 donor match program and bike raffle incentive

• 813 total members as of EOY 2018 by member level: Trail Steward ($20): 88 Individual / 57 FamilyTrail Guardian ($50): 379 Individual / 68 FamilyTrail Boss ($100): 122 Individual / 10 FamilyTrail Champion ($250): 33 Individual / 3 FamilyTrail Hero ($500): 30 Individual / 0 FamilyTrail Angel ($1,000+): 18 Individual / 5 Family

• $61,430 revenue to date

Implement local business “Shop Local” donation program

• 10% of MBOSC member purchases donated to MBOSC

• Automated integration with business point of sale software and MBOSC member program–no hassle

• Ongoing marketing campaign promoting participating businesses

• Roll-out program in tandem with new membership program (Q1 2018)

• Postponed until Q4 2019• Developing a test retail

program with Trail Badges that will help guide "Shop Local" program

Cultivate 1% for the planet beneficiary status to increase revenue and in-kind donations

• Recruit local businesses to participate in the program

- Small businesses - Bike shops - Bike Industry

• Add 5 local businesses and 3 large companies to program (2018)

INITIATIVE 3 | ORGANIZATION

Build a sustainable organization.

GOAL OBJECTIVE STRATEGIES MEASURABLE GOALS STATUS (AS OF Q4 208)

Refine and explore new fundraising campaigns

• Refine online bike raffle fundraiser to maximize return

• Utilize crowd sourcing fundraising• Implement project specific funding

campaigns• Pursue becoming a beneficiary with New

Leaf Market’s Envirotokens program• Enroll in the Community Foundation of

Santa Cruz County

• Use crowd sourcing to match corporate donor sponsorship for Westside Pumptrack Project (2018)

• Enroll with Community Foundation (2018)

• Spring 2018 Ante Up campaign raised $86,453, surpassing previous raffle by over $18k and setting a new record for bike raffle fundraising campaigns

• Opened account with Santa Cruz County Community Foundation to create new donation options including gifting stocks and including MBOSC in estate planning.

Identify and pursue grant opportunities

• Pursue a variety of funding sources including

- Recreational Trails Program - REI grants

• Secure funding for summer high school trail crew program (2019)

• Received $15,000 REI grant for West Engelsmans Reroute project

• MBOSC was hired by City of Santa Cruz to run their Summer High School Trail Crew program

3A. FUNDINGDIVERSIFY FUNDING SOURCES(continued)

Expand paid-for services offering

• Maintenance, design, and construction contracts with local land managers

• Expand offerings to private sector

• Formalize maintenance agreement with City of Santa Cruz (2018)

2018 GOAL ACHIEVED ✓• Completed paid for service

projects including Glenwood Preserve Trail Design and Construction, Pogonip Creek Nature Loop reroute in the City of Santa Cruz’s Pogonip Open Space Preserve, trail design consulting for Marin County Parks, Napa County, private trails and pumptrack

Expand sponsorship program

• Maintain and expand existing sponsorship agreements with focus on engaging non-bike related businesses

• Secure multi-year sponsor agreements

• Expand sponsorship revenues by 25%/year

2018 GOAL ACHIEVED ✓• Cash sponsorship revenues

were $42,947.70 in 2018, a 48% increase over the prior year.

• In-kind product sponsorships totaled $32,636.25.

INITIATIVE 3 | ORGANIZATION

Build a sustainable organization.

GOAL OBJECTIVE STRATEGIES MEASURABLE GOALS STATUS (AS OF Q4 2018)

Implement trail pass program

• Create a low barrier to entry option of supporting MBOSC with trail pass sticker program, while creating culture of supporting trail advocacy.

• Roll out program in tandem with new membership program (Q2 2018)

2018 GOAL ACHIEVED ✓• Trail Badge program launched

Q4 2018 in tandem with new membership program

• In process of creating and implementing bike shop purchase program and display

Implement Pay-to-Play pass program for private property access

• Partner with local land owners to provide mountain biking trail opportunities. Revenues to fund access management, trail construction and maintenance and lease costs.

• Roll out program in 2019

Create robust individual giving program

• Create and implement fundraising plan that builds strong donor relationships

• Meet or surpass annual fundraising goals

• Increase number of donors, level of giving, and frequency

2018 GOAL ACHIEVED ✓• Received large donation to fund

Trails Program Director• Generated $70,000 in matching

funds for new membership program at Trailblazer Roundup.

3B. STAFFRECRUIT AND RETAIN HIGHLY QUALIFIED STAFF

Build full time staff to focus on driving the MBOSC mission

• Provide competitive compensation• Provide full host of benefits• Offer performance incentives• Create positive workplace culture

• Hire full time Trail Specialist in 2018

2018 GOAL ACHIEVED ✓• Hired two new full time positions

in 2018: Trails Program Director and Trails Specialist

• Hired part time Bookkeeper & Admin Assistant

• Hired Seasonal Trail Worker • Developed new cash

compensation policy to provide more competitive pay

• Developing new benefit package to launch Q1 2019

3C. BOARD MEMBERSRECRUIT AND RETAIN HIGHLY QUALIFIED BOARD MEMBERS

Recruit individuals who possess knowledge, capacity, and experience to meet strategic needs

• Maintain a diverse board with relevant skillsets including: fundraising, conservation issues, non-profit management

• Encourage healthy rate of turnover

• Implement a maximum length-of-term to encourage turnover

• Working through bylaws update• Recruited 4 new board members

with expertise in project management, finance, law, and advocacy

INITIATIVE 3 | ORGANIZATION

Build a sustainable organization.

SUPPORT THE MBOSC MISSION

You can help MBOSC achieve the goals presented in this strategic plan. Please consider:

BECOMING A MEMBER 100% of your membership dues stay in the Santa Cruz area! When you become a member, your membership dues help fund:

• Advocacy for new trail projects • Trail restoration, maintenance, planning, and construction • Volunteer training and education• Races and community events

VOLUNTEERING Volunteers are the cogs in MBOSC’s drivetrain. Volunteering promotes community, opportunity, achievement, and sustainability—and it’s a blast. Join our mailing list to stay up to date on volunteer opportunities, including Dig Days and other trail work events where you can help build and improve local trails.

DONATING MBOSC is a 501(c)(3) non-profit mountain bike advocacy organization. All donations remain in the local community to support our trail efforts in Santa Cruz County.

THANK YOU!

CONNECT WITH MBOSC

@MountainBikersOfSantaCruz

www.mbosc.org | info@mbosc.org

2801 Mission St, Ste. 2839 Santa Cruz, CA 95060