ONTARIO BY BIKE

Engaging the Business Community

& Tourism Opportunities

Eastern Ontario Active Transportation Summit 2016

www.OntarioByBike.ca© 2016 Transportation Options

ONTARIO BY BIKEEngaging the Business Community & Tourism Opportunities

1. Introduction & Overview

2. Why Welcome Cyclists / Who are Cycle Tourists

3. Ontario By Bike Network Program

4. Industry Standards and Certification

5. How to Reach the Cycle Tourist

6. Destination Development

7. Next Steps

INTRODUCTION &

OVERVIEW

Goal - A network of bicycle friendly businesses that enhance a

region’s cycle tourism product, and collectively develop

Ontario’s cycle tourism.

What Is The Ontario By Bike Network?

Project Background

• 2007 Bike Train survey results

• 2008 Welcome Cyclists Network Pilot (Niagara)

• 2009 program solidified (2010 onwards – network expansion)

• 2011 Kemptville workshop – The Great Waterway

• 2012 Lanark County Almonte workshop

• 2012 Merrickville – Destination Development Roundtable

• 2014 Eastern Ontario AT Summit

Project Scope

• 61 workshops – 1750+ attendees

• 1,100 participating locations in 33 regions

• 2016 Expansion: Ottawa, Durham, Chatham-Kent ….

What is the Ontario By Bike Network?

• Goal is to create a network of cycle friendly businesses that

together enhance the region’s cycle tourism product

• Comprehensive program

• Economic development

• Individual business profile/collective group profile

• Target end users – visiting cycle tourists and local cyclists

• Promote and develop cycle tourism in Ontario

Ontario

By Bike

Networ

k

Industry

Standards

& Certification Program

Promote Cycling &

Cycle Tourism to Consumers

Network of 1000+

Businesses & Organizations

Travel Shows & Cycling

Events

Industry Workshops &

Operator Training

Destination & Product

Development

Cycle Tourism & Event

Research

What we do…

Project Background• Project Coordinators

• Project Background

• Project Scope

• Project Partners

WHY WELCOME

CYCLISTS?

Switzerland Mobility

CDN $158 million in 2011

2.5 million overnight stays

CDN $141 M spent/yr

Netherlands - Fiets Platform

Over 5,000 certified locations

Attracting 1.5 million cyclists/yr (Danube River area)

Germany – Bett & Bike Certification Program

Over 460 certified locations (accommodation only)

$134M spent/yr (2007)

Quebec – Velo Quebec Bienvenue cyclistes

Cycle Tourism Is Big Business

Growth From The Québec Market

Quebec cyclists have expressed intention to

visit Ontario • 52% rank cycling in Ontario as a preferred destination (42% prefer

USA). In 2013 both were equally preferred

• 97% were either very or somewhat interested in taking an

overnight trip to Ontario involving cycling in the next two years

• 88% of participants in the 2014 Vélo Québec Grand Tour, primarily

Québec residents, indicated they were motivated to plan a return visit

to Ontario

What Québec Cyclists Are Looking For

What type of cycling experience are they looking for?Québec cyclists are most interested in self-guided road tours and are much more likely to use paved roads and

paved bike pathways than off-road trails

Between 15% and 20% were interested in guided road tours, family excursions and self-guided day trips from a

central hub

52%47%

45%

39%

28%

21%18% 17%

0%

10%

20%

30%

40%

50%

60%

Hiking Experiencenature

Dining out Local winery Historic sites Swimming Festivals/events Local brewery

Top 3 Off-Bike ActivitiesN= 238(Multiple Responses)

• Want more recreational cycling and

cycle tourism opportunities

• Have attractive demographics

• Take frequent day/overnight trips

• Participate in multiple cycling events/yr

• Who participate in cycling events have a

positive economic impact in host regions

• Appreciate businesses that welcome

them – and that businesses are benefiting

What About Ontario?

Ontario Research is showing that cyclists…

Download a copy of “From Niche To Now: Cycle Tourism in Ontario (2015)

www.OntarioByBIke.ca/from-niche-to-now

Who Are Cycle Tourists ?City Residents & Visitors (>40km)

All types – Wide range of ability & age

•Leisure & family cyclists

•Recreational cyclists

•Touring / experienced cyclists

•Race & competitive cyclists

•Mountain bikers

•Computers / Utilitarian

Attractive demographics

Why Welcome Cyclists?

Cycle tourists spend moreCycle tourists stay longer

Spending & Economic Impact of

Cycle Tourists

•Largest spending areas: Food and

Beverage, Accommodations, Retail

Spending

•Lesser amounts on: Transportation,

Attractions

•2015 – Average weekend spending of cycle tourists on 2 day, 1

overnight visit – range $330 to $498 pp total

•Regional impact from event participants range - $1.42 M to

$174K to $50K to $6K, depends on type of event

•Impact from 6 day tour - $176k to $225 pp per day

•Average spending by cyclists staying one or more nights

(excluding accommodations): $148 pp - Niagara 2010

What About Ontario…Businesses?

81% of cyclists spend over $26 on food and beverage each day

(36% spend over $50)

69% of cyclists spend over $50 on accommodations each night

(38% spend over $100)

52% spent between $50 and $100 per day on items including bike

repairs and parts, activities, gifts.

AquaBella B&B, Niagara-on-the-Lake: Approximately 280 cyclists stayed overnight. Estimate 140

room nights were booked by cyclists.

Flyers Cafe, Dunnville, Haldimand County: 5 to 6 cyclists a day during the week - more on the

weekends. Estimated more than 1500 cyclists served May to September 2014.

Hillier Creek Estates Winery, Prince Edward County: Between June and September, averaged

10 cyclists a day. Estimated 850 cyclists in 2014.

• Outdoor tourism development strategies

• Cycle tourism assessment & strategies

• Routes & trails & ride itineraries

• DMO’s, regional & municipal efforts

• Cycling events

• Cycling maps & resources

Across Ontario

Samples of Cycling

Maps in Ontario

OttawaCycling Information, Trails, Routes

Great Places to Cycle: Ottawa Valley (Renfrew), Lanark County, Prescott-Russell,

North Grenville, Cornwall & the Counties, Quebec

Proximity to Urban Markets –

Toronto, Montreal, Quebec City

Toronto: Metro Area Population – 5.5 Million

Montreal: Metro Area Population – 3.8 MillionQuebec City: Metro Area Population – 750,000

ONTARIO BY BIKE

NETWORK PROGRAM

• Accommodation providers

• Campgrounds

• Food services providers

• Tourist attractions

• Business areas

• Other cycling-related businesses/organizations

Who Can Participate?

Ontario By Bike is free

for businesses who:

• Comply with the

certification criteria

• Are located in region

that the program is

offered

• Industry workshops

• Ontario By Bike Tool Kit & Regional Cycling Resource

• Online directory listing with business contact details

• Increases SEO/Online Footprint

• Logo usage (Web, Print, Decal, Outdoor Sign)

• Industry tools and resources (www.ontariobybike.ca/industry)

• Cycle tourism research, industry e-newsletter, communication tool kit,

bike parking resources

• Access to market and increased exposure

• Formation of a larger network

Network Participant Benefits

Network Participant –Registration InformationOptions:

1. Attend workshop & register to online/workshop

2. Register online without attending the workshop

www.ontariobybike.ca/addyourbusiness

Promotional & MarketingOpportunities

• Ontario By Bike listings, links & website

• Logo usage, decal, signs

• Communications & Marketing Collateral

• E-Newsletters

• Social Media

• Rack Cards

• Advertising

• Show & Event Attendance

• Media Relations

• Co-promotion

• Other Marketing Opportunities

• Cycling in Ontario / Le vélo en Ontario annual guide

OntarioByBike.ca

INDUSTRY

STANDARDS &

CRITERIA CHECKLIST

Certification Criteria

• Differs depending on category

• Not challenging if in service industry

• Accommodations most stringent

• BIA’s / Business Areas most comprehensive

• Obligatory / minimum criteria

• Suggested additional services

• Self audit with registration and site audits

• Available online

www.ontariobybike.ca/criteria

Ontario By Bike Locations

• Secure bike lock-up area

• Local cycling information

• Basic bicycle repair tool set

• Accommodations only

• Healthy, local food options

• Where served

• Rest area and water

• Attractions

“We welcome cyclists with”

HOW TO REACH THE

CYCLE TOURIST

The most preferred

resource to use

while cycling is a

printed cycling

map

There is an estimated 39 dedicated cycling maps

(or maps featuring cycling routes) in Ontario

DESTINATION

DEVELOPMENT

Destination Development - Evaluate existing product

- Assess opportunities & gaps

Destination AssessmentServices• Accommodations

• Cafes & Restaurants

• Attractions

• Bike Stores & Rentals

• Shuttle Services

Info & Marketing• Outdoor & Cycling Maps

• Websites

• In Print

• Media

• Events

Infrastructure • Trails, Routes & Roadways

• Signage

• Bike Parking

• Transportation Modes

• Local & Business Community

• First Nations Communities

• Trails & Other Committees

• Town / Municipality / Region

• Provincial – MTCS & MTO

• Champions & Leaders

Partners

Infrastructure•Trails, Routes & Roadways

•Signage

•Bike Parking

•Transportation Options

•Staging / Parking Areas

Existing Product

Services•Business Area

•Accommodations

•Food Services

•Attractions

•Bike Stores

Certified Bicycle Friendly

Info & Marketing•Outdoor &/or Cycling Map

•Websites

•In Print

•Media

•Events

Partners in Destination

Development•Local & Business Community

•First Nations Communities

•Town / Municipality / Region

•Provincial – MTCS & MTO

•Champions & Leaders

From Niche To Now:

Cycle Tourism In OntarioA Report On The State Of Ontario’s Cycle Tourism Sector

A 24-page industry report that includes 2014

primary research and information from over 35

sources.

Highlights Include:

• Demographic and behavioural characteristics

of cycle tourists

• How to market to cycle tourists

• Cycling events in Ontario

• Opportunities and economic impacts on

businesses, municipalities and regions

• Much, much more!

Downloadable version available:

www.OntarioByBike.ca/from-niche-to-now

Cycle Tourism Conference 2016: Post Conference Report- Now Available -

• Held March 4, 165 attendees, 25 speakers

• A 33-page industry report that summarizes

all presentations

• Supports the conference theme Growing the

Sector – Making Investments Count

• Shares priority next steps from Cycle

Tourism 2.0 session

• Compliments other resources including:

Agenda - Presentation Slides – Speakers

Biographies

Downloadable version available:

www.OntarioByBike.ca/ctc16

Cycle Tourism Destination Development & Rural Routes Project - Ottawa• Meetings / workshops with BIA’s

• More locations certified as bicycle friendly with Ontario By

Bike

• Developing rural cycling routes

• Routes connecting to adjacent jurisdictions

• Find out more …

NEXT STEPS

Next Steps

•Ontario By Bike business registrations

Assist with outreach

•Businesses and BIA

•Destination Development

Thank You

www.OntarioByBike.ca For more information

Phone: 416-827-2774 / 1-866-701-2774

Email: info@ontariobybike.ca

Louisa Mursell

Executive Director

Email: lmursell@transportationoptions.org

© 2016 Transportation Options