THE SANDSTONE WAY:EXPLOIT YOUR ASSETS

Tom Burnham

Sandstone Way:Berwick upon-Tweed

What are your assets?

You need cyclists, they need you Your quality ‘Enthusiasts’ vs holiday-makers Ready-made inter-connecting routes Free market research Social media:

Their blogs and your blogs Website, Pinterest, YouTube, FaceBook, Twitter Links to other sites

Collaboration

Why do you need them?

Growth in rural areas

The year before last we had 1,500 bookings. Last year we had 1,800. This year we’ve had 1,400 and it’s only June!” Allenheads Inn, Northumberland

Allenheads, one of the most remote settlements in England

Why do you need them?

The year before last we had 1,500 bookings. Last year we had 1,800. This year we’ve had 1,400 and it’s only June!” Allenheads Inn, Northumberland

“Fellfoot Hostel has 85% of its growing business through the excellent C2C website and book. As we take the bookings the clients have the C2C online or the book open in front of them”Fellfoot Hostel, Penrith

“We are up by around 50% so far this year. It’s unbelievable how the business has mushroomed.”Lorraine Turnbull, Parkhead Station, Durham

Why do you need them?[Source: Mintel 2007, Graham Vickers]

Social profile UK Ave Enthusiasts Cycle as part of holiday

AB 17 20 25C1 26 35 29

--- --- --- 43 55 54

C2 25 22 20DE 32 23 26

100 100 100

Your quality

The Cycling Toolkit, plus … Do you have a foreign language within reach? Do you have bikes to lend/hire? Can you offer ‘all day full English breakfast’? Can you cater for the drop-outs? Your USP:

Call-out to the distressed? Signed photograph of Sir Wiggo? Minor spares? Use your imagination!

‘Enthusiasts’ v holiday-makers

Holiday Cycling (UK)

‘Enthusiasts’: doing nothing but cycling while on holiday: predominantly one-nighters‘Holiday cycling’: Doing some cycling while on holiday, pre-planned or spur of moment. Predominantly multi-nighters

3.6 million holidays involve cycling 3 million are ‘holiday cycling’ 600,000 are ‘enthusiasts’

Of these 600,000 ‘enthusiasts’ 60% are A to B cyclists 25% are mountain-biking 15% are ‘challenges’

Holiday cycling

Growth of leisure cycling 2007-2012:

Enthusiasts: +25%As part of holiday: +32%

Holiday Cycling Enthusiasts

Benefits: They’re the flagships – multiple blogging, word of mouth,

penetrate some of the least-populated areas Can extend the season

Negatives: Tend to be one-nighters Tend to be critical

Holiday cyclists Benefits:

Tend to be multi-nighters Are often families Eat and drink more!

Negatives: Can be expensive on hardware and time

Free market research

Are you kidding?

Market research

Look at blogs and social media

Choose a sunny day in the summer holidays and November Count the cyclists Enthusiasts versus holiday-makers Where are they from? How did they find out about the route? Where did they stay last night?

Social Media

Social Media

Your blogs and their blogs Website, Pinterest, YouTube, FaceBook,

Twitter Links to other sites

Collaboration

Collaboration

You’re colleagues, not competitors The whole local community – baker, B&B,

swimming pool, cycle service provider Supporting each other Joint marketing Lobbying the authorities Production of literature and website Support services (e.g. rangers)

Iceland: Rural like Northumberland

Iceland 2008

To Icelanders the development of cycling is, it has to be said, all but incomprehensible. A very large proportion of Iceland's rural roads are still gravel-surfaced, and some of them are bumpy, stony and downright hazardous. The country is mountainous, and often very windy. If it rains, cyclists get plastered with sludge. If it is dry, they choke on clouds of dust. Cycling around Iceland is strictly for masochists.

Insight Guides: Iceland

Iceland

2009 No Icelandic cyclists A few foreign enthusiasts (GB, NL, D) No cycle repair First cycling symposium (30 participants)

2012 4 rental shops 8 repair shops 1st tour operator (Reykjavik) 2nd symposium (160 participants + 60 skype)

Iceland

2015 Many Icelandic cyclists Many foreign enthusiasts Cycle repair everywhere (mainly farmers) Collaborative cycle rental everywhere At least 40 hotels & B&Bs with free bicycles 3 signed routes At least 40 cycle guides and/or routemaps 3 cycling clusters

2017 First cycling census

THE SANDSTONE WAY:EXPLOIT YOUR ASSETS

Tom Burnham