DavidCommon Ground Trails

Connecting people with landscapes through trail experiences

#fatwaterbuffalo

MARGARET RIVER

ABOUT ME

SOCIAL MEJA

QUALIFIED ??

QUALIFIED ??QUALIFIED ??

tODAYDEVELOPING NICHE MARKETS THROUGH BUILDING EXPERIENCE ADVOCATES

Niche products have rapidly gained significance and gone are the days where unfocused product meets the requirements of the discernible consumer.

Successful tourism destinations recognise and capitalise on diverse emerging and established niche markets through the development of products to suit these desired experiences.

Turning people into vocal advocates for niche products can provide better marketing than any advertising; quickly turning a niche product into a mainstream market for a destination.

Exciting tourism locations develop when multiple niche products turn a location into a tourism destination. How is this world wide phenomenon relevant on a local scale?

A PERSPECTIVE FROM THE OTHER SIDE

SEAN

SEAN

QUALIFIED ??QUALIFIED ??TOURISM IN MARGS

MTB IN MARGS

ESTABLISHED MTB MARKET

Extreme

Enthusiast

Leisure

Extreme

Enthusiast

Leisure

TYPICAL MTB MARKET

MTB IN MARGS

MTB IN MARGSWHERE IT STARTED

MTB IN MARGSWHO DID IT

THE CAPE TO CAPE RACE

THE PINESTHE CAPE TO CAPE RACE

THE PINESTHE PINES

BUILDING

CAPE TO CAPE IN PINES

THE CHANGE

THE REALITY

THE LESSONS

WHAT HAPPENED

GETTING SERIOUS

Learning from others

Learn from their experiences

Study trips and “research”

Playing catchup with rest of world

BRITISH COLUMBIA

Whistler - British Columbia

• Estimated mountain bike visitor expenditure of CAD$34.3 million in 2006 in the British Columbia region.

• Whistler attracts 2.14 million visitors per annum and an estimated 535,000 visitors cycle while there.

• In 2006 Whistler Bike Park attracted an estimated 76,671 mountain bikers who spent CAD$16,236,267.

• Whistler Bike Park attracted an estimated 125,000 visits in 2011.

SCOTLAND

EUROPE

7 Stanes - Scotland

• The 7 Stanes attracts an estimated 390,000 mountain bikers per annum, 187,000 of which visit the Glentress Facility.

• In 2007 mountain bikers visiting the 7 Stanes contributed an estimated £11.08 million to the economy.

• 7 Stanes are the 16th highest rating attraction in Scotland.

• 54% of visitors are aged between 31 and 45 years, and at 84% the majority of visitors are male.

WALES

Wales - Coed Y Brenin

• Despite being long established still seeing record visitation with 2014 bike visitation (96,778) up 248% from 38,901 in 2005

• Mountain bike trails centred on a visitor centre including, 260 car bays, café, function room, bike shop and hire

• Over 140km of trails

• 72% of visitors come from outside of Wales; most were visiting from England (68%). Of those who were visiting from Wales only 21% from within the North Wales region.

• Average spend per head per day of overnight visitors £101 with Estimated spend in area by overnight visitors £4,522,376 (2014)

• Estimated total visitor spend in the area - £33.550 million per annum

New zealand

PLANNING

WA Mountain Bike Strategy

South West Master Plan

Local Trail Frameworks

Site Assessments

Concept Planning

Detailed Design

Business Case

Funding Application….

Construction?

THE PLANNING

• Regional Master Plan - with local realisation• Identify and prioritise mountain

bike development in the South West.• Tourism & Economic Development• Recreation & Community

• Three national locations (80km min)

• Two regional locations (30km min)

• 13 Priority local locations (20km min)

WHERE ARE WE POSITIONED

TRAIL MODELS - What and WHY

DIFFERENT EXPERIENCES

WHERE ARE WE NOW

WHAT HAVE WE LEARNT

WHAT HAVE WE LEARNT…IMPLIMENTING NEW SOCIAL TOOLS

WHAT HAVE WE LEARNT… Thats a wrap