cumbria and the lake district cycle tourism toolkit€¦ · tour de france and the increasing...

golakestravel.co.uk

CUMBRIA AND THE LAKE DISTRICT CYCLE TOURISM TOOLKIT

02

ABOUT THIS GUIDE


04 WHAT IS CYCLE TOURISM? 06 CYCLE TOURISM...WHAT’S IT WORTH?07 DISPELLING THE MYTHS10 BIKES ON TRAINS, BOATS & BUSES!11 CYCLIST-FRIENDLINESS REALLY DOES MATTER13 THE BASICS14 ADDING VALUE16 BUSINESS BENEFITS OF THE BICYCLE17 MARKETING TO CYCLISTS19 CYCLISTS WELCOME21 BROADEN YOUR NETWORK

Throughout this guide, you will see numbered references like this (1). These refer to the Further Reading list on 3.

03golakestravel.co.uk

There is little doubt that cycling is a great leisure activity – it’s free, fun, and keeps you fit and healthy. It doesn’t matter if you are 6 or 60, you can still experience the joys of whizzing along a country lane soaking up the fresh air and fantastic countryside!

No wonder cycling is a booming pastime, withmore and more people taking to two wheels.

WHY CYCLING?

WHY CUMBRIA?

WHO IS THIS TOOLKIT FOR?

In 2012, it’s estimated that 3.7 million people cycled at least once a month(1).

Reducing tourism related car use, by encouraging visitors to explore Cumbria by bicycle, is key to helping to protect our special landscape and ensuring that visitors keep coming back to this beautiful part of the country.

The Lake District and Cumbria was made for cycling, with everything from challenging off- road mountain biking routes, to gentle country lanes and traffic free trails for families. Cycling is a fantastic way to discover our countryside, its hidden gems and get closer to nature – meeting visitors’ demand for more unique and authentic travel experiences.

This toolkit is designed for any tourism business who wants to find out more about how to welcome cyclists to their business and the associated benefits.

• Cycling is a growing market, appealing to different age groups and sectors

• A little low cost investment can go a long way

• Learn how to improve your visitor offer and set your business apart

This toolkit gives an overview of cycle tourism, it cuts through the jargon, provides practical advice and simple ideas on how to successfully market your business to the ever growing cycle tourism market. Whatever your experience of cycling, we hope that there will be somethingfor you in this toolkit.

Cycling in Kentmere

SO...WHAT IS CYCLE TOURISM?

Wow, that is a mouthful! In reality, this means anyone who cycles away from their home can be a cycle tourist. When you think about cyclists, you may think of Lycra clad packs of riders whizzing along at high speed, not stopping until they’ve completed their training session.

The reality is that cycle tourists are more likely to be people who just happen to ride a bike. People participate in cycling in many different ways. These ‘cycling tribes’ might seem bewildering and confusing at first, but they are pretty easy to figure out.

WHO IS THE AVERAGE LEISURE CYCLIST?• 45 - 55 years

• 60% male, 40% female

• Above average educational and professional status

• 20% cycle alone, 50% cycle in couples/pairs, 20% groups of 3 - 5, 10% other

MALE

AVERAGE LEISURE CYCLISTGENDER

AVERAGE LEISURE CYCLISTGROUP SIZE

FEMALE

COUPLES/PAIRS

ALONE

GROUPS 3 - 5

GROUPS > 5

Sustrans, the UK charity promoting sustainable transport, define cycle tourism as:

“recreational visits, either overnight or day visits away from home, which involve leisure cycling as a fundamental and significant part of the visit.”

04 CUMBRIA AND THE LAKE DISTRICT CYCLE TOURISM TOOLKIT


Bikes with drop handlebars, a jersey with rear pockets, tight shorts and possibly a tiny brimmed cap poking out from under their aerodynamic helmet, the Roadie is the prototypical cyclist. Looking to stop off somewhere with secure cycle parking and plenty to eat and drink to fuel up.

Riding bikes with fat knobbly tyres, chunky suspension forks, sporting baggy shorts and carrying a small rucksack with spares. These guys are looking to stop off at places that have outdoor seating or don’t mind a bit of mud!

Bikes laden with panniers (bags attached to the rear, and possibly front, of the bike), tourers are usually going somewhere with the journey and the experience equally as important as the destination. Regularly spotted on the C2C route heading east and looking for cycle friendly accommodation, information on the local area and food stops.

Electric bikes or e- bikes are the new kid on the block in the world of cycling. E- bikes come in all shapes and sizes so you might have difficulty identifying them from regular bikes. Only the quiet purr of the electric motor or the ease which they glide up hills might give them away. May need a charge point en route, appreciate stopping off at local attractions, cafés, shops etc.

IDENTIFYING CYCLING TRIBES

People riding bikes, wearing everyday clothes.They might bring their own bikes or they might hire them, either way they are bound to be having lots of fun! Leisure cyclists are looking for places to stop off for food & drink, attractions and other activities to fill the day.

THE LEISURE CYCLIST

THE MOUNTAIN BIKER

THE TOURER

THE ROADIE

THE ELECTRIC CYCLIST

Children love cycling it’s fast and fun, and givesthem freedom and independence to get around. Families on two wheels are looking for safe, accessible trails that combine the thrill of cycling with other activities, attractions and facilities like loos and cafés.

THE CYCLING FAMILY

THE ‘WIGGO EFFECT’

CYCLE TOURISM... WHAT’S IT WORTH?

06

Research suggests that the London 2012 Olympics, Bradley Wiggins’ success in the 2012 Tour de France and the increasing popularity of the Tour of Britain amongst other events has created a cycling boom. Visit England surveys show that over 3.8 million people are keen to get into the saddle(5) and in a recent study by the London School of Economics, 25% more people said they would be more likely taking a UK based cycling holiday as a result of Olympic and Tour de France successes(4). The second stage of the Tour of Britain, which came through Cumbria in 2013 generated over £4million net expenditure for the county, with around 70,000 spectators attending the stage(10).

Despite the general economic slowdown felt across the UK and Europe, cycle tourism trends suggest that the sector is continuing to grow(1). In Switzerland 7% of people take an extended cycling holiday (of a week or longer and in Denmark 25% of all tourists cycle on holiday, while in the Netherlands 52% of people cycle for holiday or recreation(11).

Cycle tourism is now worth up to £2.4bn per annum to the UK economy made up of 1.23 million overnight trips and 149 million day trips(2).

The market is growing by 10-15% per annum and will be worth over £3bn by 2015(5).

Even so, UK still lags behind our European counterparts in cycling uptake. For example, in Germany 25% of people cycle while on holiday compared to 3% in the UK suggesting that there is plenty of room for growth(3).


DISPELLING THE MYTHS


JUST VISITORS WITH BIKES...You may already have cycle tourists coming to your business, you just don’t know it! And there’s plenty more out there too, Cumbria is cycling heaven for all the different tribes, meaning you can tap into cycle tourism business all year round across the different markets.

ROADS ARE TOO BUSY...Don’t be put off if your business isn’t situated on a quiet country lane. There’s plenty of off road trails and family friendly routes right across Cumbria. The delights of Windermere’s West Shore, old railways tracks at Keswick and Coniston and the quiet coastal lanes on the Solway can all be enjoyed without worrying about traffic.

BAD WEATHER...We all know that Cumbria gets more than its fair share of wind and rain through the year, but that doesn’t stop cyclists enjoying the countryside. Mountain biking in particular is popular come rain or shine, so make sure you’ve got space for wet, muddy gear and everyone will be happy.

TOO MANY HILLS...It’s not all about descending steep mountain passes at speed, gentle rolling countryside can be found around the west coast, Eden and Lake District Peninsulas, offering a relaxing and peaceful cycling day out. Also don’t forget that electric bikes make light work of big hills and are available from a host of hire points.

CYCLISTS VS WALKERS...They are often one and the same! If your business attracts a lot of walkers then the chances are many of your visitors will also be up for giving cycling a go too, or may already cycle.

GO LAKES TRAVEL...It’s not always obvious where the best places to cycle are and whilst some cyclists may be confident exploring on the roads, others prefer to have information on the quieter, traffic free options. Go Lakes, Lake District National Park Authority and Cumbria County Council all offer excellent information on routes to suit all interests and abilities.

08

CYCLISTS DON’T SPEND VERY MUCH...Wrong! It depends on the type of cycle tourist.

Spend by those on cycle holidays can be high – up to £48/day(2). As a comparison it is estimated that average visitor spend in Cumbria is typically £20.40(12).

Holiday cyclists spend at least as much as any other visitor while Day cyclists spend a little above average at £13 per day(2).

CASE STUDY: LOW WRAY CAMPSITE, AMBLESIDE

“ In 2011, approximately 13,000 cyclists completed the C2C cycle route, with an average spend of £50 per person per day(9).”

Enjoying some retail therapy en route

The National Trust has recently launched a new campaign called ‘Getting Outdoors and Closer to Nature’ that is aiming to get people enjoying the natural world. At Low Wray campsite, one way in which they are doing this is by offering bike and electric bike hire.

Marcus Chapman, the campsite supervisor, says: “I’ve been working at Low Wray since 2009 and there have been radical changes in that time. We’ve been offering cycle hire here for 2 seasons now (2014 is the 3rd season). Getting people out of their cars and onto our bikes is a great way to reduce carbon emissions, pollution and congestion in the Lake District. I think people enjoy much more of the local area when exploring by bicycle.”

“Last season, we saw a massive increase in uptake over the previous year. The new cycle paths have really helped to connect key locations and the Windermere west shore path has proved popular with our guests. We had nearly 500 individual hires in 2013 so our bikes have been really well used. We now have electric bikes and these have proved popular with groups of mixed ability. I expect that these will be popular this season.”


A Indirect spending - the money spent by tourists that is respent within the local economy by tourism business e.g. by purchasing produce from another local supplier. B Induced spending - what the employees of tourism businesses spend by having a job and living in the community.C Median figure. D Mean figure.


IS ALL MONEY REALLY EQUAL?

CASE STUDY: EDEN VALLEY EPIC SPORTIVE, 3RD MARCH 2013

Money spent locally, stays locally.

Research indicates that cycle tourists spend very locally, visiting local pubs, cafés and restaurants and using independently owned accommodation more than other holiday makers. This is primarily because cyclists can’t carry much with them so they make more frequent stops resulting in a higher overall spend(6). Because cycle tourists spend their money locally rather than at national chains, this money is worth much much more to the local economy through indirectA and inducedB spending.

“ £10 spent locally = up to £24 to local economy(2).”

Post event surveys from the first Eden Valley Epic cycle sportive suggested that the typical spend per competitor in the local area was between £20C and £58D meaning that this one day cycling event was worth between £57,000 and £134,000 for the local economy. This included spending on travel, food and drink, accommodation and cycling equipment.

A ‘sportive’ is a timed, but non-competitive challenge cycling event designed to allow riders to test themselves on a way marked course. These events are usually held on roads open to traffic.

Cyclists having a well earned rest in Elterwater

BIKES ON TRAINS, BOATS & BUSES!

10

As tourism businesses, there is a great opportunity to take advantage of our excellent public transport links to attract cyclists to the region.

Bikes can be carried on the Ullswater Steamers and Windermere Lake Cruises to create easy day rides, as well as on some trains and buses. Tell your potential guests about the options available to them!

• Virgin Trains: Can carry up to 4 bikes per train. Carriage is free but booking via virgintrains.co.uk is essential.

• First Transpennine: Up to 2 bikes per train. Carriage is also free but a bike reservation must be purchased in advance. See tpexpress.co.uk

• Northern Rail: Up to 2 bikes per train. Carriage is free and no reservation is required. See northernrail.org

TAKE YOUR BIKE ON THE BUSMany buses around Cumbria are kitted out to carry bikes. Some on racks on the back or on-board, look out for the 800 Bike Bus service which has been especially converted to carry up to 12 bikes on on-board cycle racks. So hopping on the bus is now an easy way to get to the start of your ride. You can also use it as a back-up if you are feeling a little out of puff! Find further information at golakes.co.uk/bikebus

CASE STUDY: CYCLIST FRIENDLY TRANSPORTWindermere Lake Cruises Bike Boat

Windermere Lake Cruises have launched a new Bike Boat service which shuttles cyclists (and their bikes) across Lake Windermere to access a wealth of cycling on the Western shore of the Lake. It can carry up to 12 bikes and passengers across the Lake from Brockhole, operating seasonally over the summer months. The timetable also ties in with the Bike Bus, which offers a great way to get people and their bikes to Brockhole from Ambleside, Windermere, Newby Bridge and other locations.



CYCLIST FRIENDLINESS- IT REALLY DOES MATTER

HOW’S YOUR RIDE?

BUSINESSES GAINING THE CYCLING POUND!

Survey data from the most popular and longest established cycle tourism route in Europe, the Danube Cycle Route, suggests that cycle friendliness is equally as important as the physical infrastructure in place(7). For your business, this means there are simple and easy measures you can take to make your business appeal to this growing market.

We’ve pulled together cyclist friendly ideas from industry experts and ground breaking international research into four business categories. However, the categories and business types listed below are not exhaustive and your business may fall into more than one category. They are grouped into basic suggestions, and those which really add value to your business and make you stand out as truly cyclist friendly.

BEDS

SHOPS

FOOD

ATTRACTIONS

• Bed and Breakfast• Hotels• Pubs with rooms• Hostels• Self catering• Camping and

caravanning sites

• Bakeries and deli’s• Convenience stores• Gift shops

• Cafés• Pubs• Restaurants

• Museums• Heritage sites• Arts and Crafts

12

CASE STUDY: POPPI RED - RIDE, PARK & SHOP!Poppi Red: café, shop and lifestyle, Hawkshead

Cycling could bring new customers and open up new opportunities for your business! Poppi Red, a warm and welcoming café and shop in Hawkshead has taken advantage of the improving cycling infrastructure in the Lake District to attract new customers.

Kim Merrick says, “We noticed that there had been an increase in the number of people on bikes coming through the village compared to when we opened. We were also aware how much money was being invested in cycle paths in the Lake District through the Go Lakes Travel Programme. We realised that local businesses were not making any provision for cyclists so we installed bikes racks outside the shop and

decided to embrace cycling. After all, it is the largest growing sport in the UK. We now offer a Ride, Park and Shop service. If you come to Poppi Red on your bike and buy something in the shop, we will happily send on your purchases to you. Then you don’t have to have them hanging on your handlebars and can enjoy the rest of your day cycling in the Lakes!”

“We know we get cyclists daily, often in large groups, and are becoming a cyclist destination. For us, every cyclist is a potential customer, especially in food and drink, so we do everything we can to welcome them. We even have towels in case the Lakeland weather is being unkind!”


Beds

Shops

Food

Attractions


THE BASICS

A WARM WELCOMEA warm welcome is the ultimate way to ensure you are cyclist-friendly! Ask guests how their ride was, what was good, what was bad. You will be able to pass on this information to other visitors in the future.

BIKE SECURITYThe single most important thing that cyclists will look for is secure bicycle storage, particularly for overnight stays. Are you set up for this? It doesn’t have to be fancy, any of the following will do:

• A lockable garage

• A shed or outhouse

• A basement

• Day parking

If you are a café, shop or visitor attraction, is there somewhere bikes can be left that is safe and secure? This could simply be an existing structure suitable for chaining bicycles to, something custom made or purchased. For inspiration have a look at golakes.co.uk/cycleparking

LOCAL INFORMATION FLEXIBILITYPeople on cycle holidays may arrive late and leave early and might want to stay for one night only. Are you set up for this?

For example: Can you provide a simple lightweight packed lunch, an early breakfast or a hot meal in the evening?

Provide information on all the local cycling opportunities. This might include:

• Trail guides

• Cyclist-friendly places to eat

• Local bike shops

• Cycle hire

• Cycle carrying facilities on transport

• Cash machines

• Weather forecasts

• Public transport information

• Shuttle or taxi information

“ I’ve been known to serve meals at 10.30pm.” Alison Clark, Miners Arms on the C2C route.

14

ADDING VALUE

BIKE SECURITYNot all cyclists carry a substantial lock – are you able to provide a high quality lock they can borrow for the duration of their stay?

BIKE WASHWhen bikes can cost over £3,000, care and maintenance is crucial. An outdoor hose (not a jet wash) to wash bikes after a long and muddy ride will be welcomed by all cyclists. If a hose isn’t an option, a bucket and sponge is better than nothing. Be sure to tell your visitors if you have bike washing facilities!

MAINTENANCE FACILITIESA few simple maintenance facilities will be a real winner with all cyclists. These could include:

• A simple cycle maintenance stand

• An Emergency Cycle Repair Kit & Cycle spares – e.g. inner tubes, brake cables, puncture repair kit

• A track pump

• Allen keys and spanners

• An old rag and some chain oil

Your local bike shop will be able to provide a selection of tools at low cost.

TELL PEOPLEMake sure that your visitors know you are doing all of these great things to look after them.

• Highlight what you’re doing to be cyclist friendly on your website

• Send out information prior to booking on cycling in the area

• Show visitors where facilities are when they arrive



WASHING/DRYING FACILITIESGiven the unique UK climate, facilities to wash and dry, wet or muddy clothes, shoes and bags will always be welcomed by cyclists!

CYCLIST-FRIENDLY FOOD

INTERESTING READSPut out some recent editions of popular cycling magazines. You never know it might make a cyclist stay for an extra coffee or slice of cake!

FREE WATER BOTTLE REFILLSOffer to fill up water bottles for free and shout about it!

LINK UP WITH A LOCAL CYCLING GUIDING COMPANY OR CYCLE HIRE FACILITIES Have you thought about linking up with a local cycling guide who can provide your guests with a unique experience, or the nearest local bike hire centre to provide cycles to your guests?

Some companies also offer mobile cycle hire, delivering the bikes to your doorstep. Check out golakes.co.uk/bybike

After several hours in the saddle cyclists can be a hungry bunch:

• Can you do a cyclist special meal deal?

• How about 10% off for anyone arriving by bicycle

• For self-catering accommodation can your cycling guests pre-order food and drink? Are you able to accept deliveries from supermarkets?

• Shops and attractions could display cyclist-friendly food near the counter such as energy bars or flapjacks

Family enjoying lunchafter a ride

BUSINESS BENEFITS OF THE BICYCLE

16

CYCLING APPEALS ACROSS AGE GROUPS & MARKET SECTORSIt’s a growing market, and unlike other adventure activities isn’t constrained to one particular group. Almost anyone can enjoy cycling! It’s a great opportunity to attract new customers from sectors you might not ordinarily engage with.

SEARCHING FOR NEW EXPERIENCESPeople now increasingly look for experiences which enrich their lives and plan their own holidays using internet resources. They expect to find all the information they need in one place. Cycle tourism can satisfy this demand by providing relaxation, escapism, peace, quiet and physical challenge, in any given amount. This suggests that now is a great time to get your business ready to welcome cyclists. Providing information on the amazing cycling routes and displaying your cyclist friendly credentials is a sure-fire way to encourage cyclists to your business(8).

A LITTLE LOW COST INVESTMENT GOES A LONG WAYAll our cyclist friendly ideas cost very little but will make a real difference when welcoming cyclists to your business!

CUMBRIA IS THE ADVENTURE CAPITAL OF THE UK

IT’S A SUSTAINABLE HOLIDAY ACTIVITY

GoLakes Travel is a major campaign to promote sustainable travel in Cumbria and has created a suite of cycling leaflets which showcase the best cycling in the area.

When the only fuel needed is glorious local food, cycling will help to keep Cumbria as beautiful as ever. As well as being a fun activity in itself, cycling is a great way to get from A to B whilst on holiday, combined with the bike buses and bike boats, a car-free day out couldn’t be easier!

Exploring by bike



MARKETING TO CYCLISTS

MAKE A GOODFIRST IMPRESSIONYour website will create a first impression of cyclist friendly credentials, so include welcoming cycling imagery, pictures of people on bikes in the local area, details of local routes and promote your key selling points.

DON’T FORGET SEARCH ENGINE OPTIMISATION (SEO)SEO is all about ensuring your website is at the top of search engine rankings. To improve your SEO for cyclists, talk about cycling and specific routes by name on your website as it will help boost the profile of your business to cyclists through search engine optimisation.

IT’S OFFICIAL - CYCLING IN CUMBRIA IS GREAT!So don’t just sell cycling: Sell the Cumbrian cycling experience. Build the connection and tell your cycling story to get visitors engaged with the cycling product you are selling.

MAKE THE MOST OF LOCAL EVENTSEncourage visitors to stay longer and spend more in the area by creating offers around key local cycling events, whether it’s a sportive such as the Fred Whitton and the Tour of Britain. The British Cycling website has details of all cycling events and allows you to filter by events near you.

britishcycling.org.uk

Cycling in Langdale

IT’S ALL ABOUT BEING SOCIALDo you use Facebook and Twitter? Using #cycling hash tags will bring your tweets to a bigger audience, while ‘liking’ interesting

bike related articles will enhance your cyclist friendly credentials.

CASE STUDY: RATHER BE CYCLINGGavin McDonald, a professional cycle guide and director of Rather Be Cycling, a cycling holiday company, explains why search engine optimisation is crucial when they look for accommodation for their cycle tours.

“When we are booking new accommodation for Rather Be Cycling trips we tend to start with a Google Map search specifying ‘cycle friendly hotels’ in the area we want. We check out their websites for location, cycle friendliness, quality, number of rooms available, dinner, B&B provision and price.”

“We then email with our requirements. It’s at this point that there are normally one or two stand out establishments as many accommodation providers simply fail to answer emails.”

“Our selection process is thorough but the key things we are looking for are location and cycle friendliness. Secure bike storage is a must. Items like a track pump, spare inner tubes for sale, chain oil, GT85/WD40 and a supply of rags are always welcome.”

BUT REMEMBER, WIDEN YOUR APPEALCycling is not just an activity for enthusiasts. Give advice and support to visitors wanting to give cycling a try by highlighting cycle and electric bike hire points.

Tell visitors about the local attractions and activities that they can reach by bike and provide information on taking bikes on public transport.

There are so many great days out that can appeal to cyclists of all ages and abilities. Tailor your information to make a unique offer for your business.

18

Couple on electric bikes in Kentmere



GET A ‘CYCLISTS WELCOME’ AWARD

The Quality Cumbria and Visit England assessment schemes both recognise businesses that welcome cyclists through specific awards. More formal recognition in this can give you a helping hand to access the cycle tourism market.

The Visit England Cyclists Welcome Award is recognised nationally and is assessed in conjunction with an annual Quality in Tourism assessment – it is available for accommodation providers including self-catering and camping/caravan.

‘Quality Cumbria’ a local accommodation assessment scheme for the area also offers a Cyclists Welcome Award for food and drink outlets, visitor attractions and activity providers, as well as accommodation providers (only as part of their Quality Cumbria accommodation inspection).

Assessment can offer great opportunities for your business such as:

• Marketing and advertising

• Support and guidance

• A chance to connect with like-minded businesses

Some of the basic criteria you will need to meet include:

• Provision of secure cycle parking

• Drying space for clothes and footwear

• Information on cycling in the area

• Emergency cycle repair and puncture kit

20

CASE STUDY: BECK ALLANS GUEST HOUSE, GRASMERE

OPPORTUNITIES TO SELL YOUR BUSINESS...If you’re well on the way to being cyclist friendly then there are heaps of opportunities for you to reach cyclists, as well as achieving ‘Cyclists Welcome’.

The C2C (Coast to Coast, or Sea to Sea long distant route) has an online guide that highlights cyclists friendly accommodation along the way, as does the W2W (Walney to Wear/Whitby) guide. There’s also other websites such as bedsforcyclists.co.uk and cyclistswelcome.co.uk that offer advertising opportunities for businesses.

FIND OUT MORETo find out how to get your business assessed visit cumbriatourism.org/qualitycumbria

“Bikes mean business”

Beck Allans Guest House is an independent Bed and Breakfast in Grasmere that has recently been awarded the new Quality Cumbria Cyclists Welcome accreditation. As a keen cyclist himself, owner Ian Dandy, is keen to encourage cyclists to come to the region and explore what the Lake District has to offer.

“Cycling in the Lake District is fantastic and the recent improvements to cycle paths will make a real difference to people who want to cycle here. For keen cyclists there are some really challenging routes, but there is also plenty for people who only cycle occasionally too. For people who don’t bring their own bikes, electric bikes are now available to hire in Grasmere (and elsewhere!) and are a great way explore the area.”

“I know all the best local routes and will happily advise my guests on where to ride. The Cyclists Welcome accreditation simply shows our commitment to welcoming cyclists to the region and provide reassurance to our cycling guests that we have the facilities and services that they might need during their stay. For us, and many other B&B’s, hotels, pubs and cafés, bikes mean business.”

Family cycling in Kentmere



BROADEN YOUR NETWORK

JOIN NURTURE LAKELANDNurture Lakeland, is a unique and award-winning local sustainable tourism charity. They are working to help business in Cumbria to improve their environmental practices, support local conservation and develop a wide ranging programme of low impact, responsible tourism activity.

nurturelakeland.org

GET TO KNOW YOUR LOCAL TOURIST INFORMATION CENTRE (TIC)Let your customers know where your local TIC is and keep a note of its opening hours and contact details. The TIC will have a good range of local cycling leaflets, guidebooks and OS maps. Build up a good working relationship with the staff at your local TIC so they know what you offer and you know what they offer!

GET INVOLVED WITH BRITISH CYCLING SOCIAL & BREEZE NETWORKSSocial Cycling Groups is a free social network set up by British Cycling for cyclists to publicise their rides and join up local groups and individuals looking for people to cycle with.

British Cycling’s Breeze is the biggest programme ever to get more women into riding bikes for fun. Volunteer Breeze champions organise fun, social, local bike rides for women. Rides go at a speed that suits everyone, and they often start or finish at a café so everyone can have a drink and a chat. Sky Ride Locals are another great way of getting into cycling, offering fully guided routes for all abilities.

You can get involved in these networks as a business, promoting your offer as an interesting stop-off or way point or the start/finish or a ride.

britishcycling.org.uk

Sky Ride Local setting off from Brantwood

22

CASE STUDY: WEST BARN B&B, KENDALCyclists Welcome!

West Barn is a small luxury Bed and Breakfast located just outside Kendal. Owner, Sue Squires, is keen to welcome cyclists to her business.

“We’re close to the Walney to Wear cycle route, so we do get quite a few cyclists passing through. We even had a couple on a tandem! We have the Visit Britain Cyclist Welcome accreditation. This gives peace of mind to guests that there will be a safe place to store bikes overnight and from a business point of view it was really very easy to implement. We also offer additional services such as bike & luggage collection from the train station and a clothes-washing service for our cycling guests. I also provide lots of information on local cycle routes, the Bike Bus and Bike Boat so people who bring their bikes know the best and safest places to cycle in the Lake District.”

“I’d urge other small B&B’s to think about what they could do to accommodate people who bring bikes – it’s really all about being flexible and accommodating.”

“As Nurture Lakeland members, we are passionate about protecting the fantastic Cumbrian landscape using environmentally friendly products and supporting local producers. Welcoming cyclists and encouraging exploration by bike is simply part of this ethos.”


www.golakestravel.co.uk

www.goskyride.com

www.sustrans.org.uk

www.golakes.co.uk

www.lakedistrict.gov.uk

www.ctc.org

www.cumbria.gov.uk

Go Lakes Travel Website

Sky Ride Local & Social Cycling Groups

Sustrans – the leading UK sustainable travel charity

The official tourism site for Cumbria

The Lake District National Park

The National Cycling Charity

Cumbria County Council

REFERENCESWe’ve referred to various research and reports throughout this toolkit. These are listed below and are a good place to start if you want to learn more about cycling and cycle tourism.

1. Sport England. Active People Survey - October 2008 to April 2012. 2012.

2. Weston, Richard. et al., et al. The European Cycle Route Network - Eurovelo Study. s.l. : European Parliament’s Committee on Transport and Tourism, 2012.

3. Lumsdon, Len. Transport and Tourism: Cycle Tourism - A Model for Sustainable Development. s.l. : Journal of Sustainable Tourism, 2010.

4. London School of Economics. The Olympic Cycling Effect. 2012.

5. Visit England. Travel Trends. [Online] Visit England, 2014. [Cited: 21.03.2014] http://www.visitengland.org/media/pressreleases/2013/TRAVEL_TRENDS.aspx

6. Clifton, KJ, et al., et al. Consumer Behaviour and Travel Mode Choices. s.l. : Oregon Transportation Research and Education Consortium, 2012.

7. Meschik, M. Sustainable cycle tourism along the Danube cycle route in Austria. s.l. : Tourism and Planning Development, 2012.

8. National Geographic. National Geographic Centre for Sustainable Development. [Online] National Geographic, 2013. [Cited: 15.02.2013.] http://travel.nationalgeographic.co.uk/travel/sustainable

9. Ingham, Richard. Sea to Sea Cycle Route: User Assessment and Contribution to the Visitor Economy. s.l. : Cumbria County Council, 2011.

10. Frontline. Economic Impact of the 2013 Tour of Britain, Stage 2 - Carlisle to Kendal 2013.

11. Beanland, Andy. Cycle Tourism for Sustainable Rural Development: Understanding and Interpreting Lessons from Europe. A report of a Winston Churchill travelling fellowship 2013.

12. Cumbria Tourism. Cumbria Visitor Surveys 2012.

USEFUL LINKS


golakestravel.co.uk

Prinect PDF Report 12.0.039 - 1 - 05/30/2014 09:59:32 AM

Document overviewFile name: DLSM_Cumbria Cycle Tourism Toolkit_Artwork.pdfTitle: -Creator: Adobe InDesign CC (Macintosh)Producer: Adobe PDF Library 11.0Author: -Creation Date: 05/30/2014 09:04:36 AMModification Date: 05/30/2014 09:04:55 AMFile size: 8.4 MByte / 8652.0 KByteTrapped: NoOutput Intent: -PDF/X Version: -PDF Version: 1.4Number of pages: 24Media Box: 462.95 x 637.28 ptTrim Box: 420.95 x 595.28 pt

Summary Error Warning Fixed InfoDocument - - - -PDF/X - - - -Pages - - - -Colors - 28 - -Fonts 1 47 - -Images - 28 - -Content - 25 22 -

ColorsMaximum dot area 333% is above the 300% threshold #10 (3,8-9,15-18,20-21)Maximum dot area 348% is above the 300% threshold #1 (9)Maximum dot area 349% is above the 300% threshold #1 (13)Maximum dot area 353% is above the 300% threshold #1 (10)Maximum dot area 356% is above the 300% threshold #1 (21)Maximum dot area 358% is above the 300% threshold #1 (22)Maximum dot area 359% is above the 300% threshold #1 (17)Maximum dot area 360% is above the 300% threshold #1 (8)Maximum dot area 362% is above the 300% threshold #1 (9)Maximum dot area 366% is above the 300% threshold #1 (15)Maximum dot area 367% is above the 300% threshold #1 (22)Maximum dot area 368% is above the 300% threshold #1 (12)Maximum dot area 375% is above the 300% threshold #1 (8)Maximum dot area 376% is above the 300% threshold #2 (3)Maximum dot area 378% is above the 300% threshold #1 (19)Maximum dot area 381% is above the 300% threshold #1 (18)Maximum dot area 382% is above the 300% threshold #1 (16)Maximum dot area 383% is above the 300% threshold #1 (20)

Prinect PDF Report 12.0.039 - 2 - 05/30/2014 09:59:32 AM

FontsHandOfSean: Character without glyph is not defined as space #1 (21)HandOfSean and HandOfSean have the same unique identifierHelveticaNeue-Bold and Intro-Black have the same unique identifierHelveticaNeue-Bold and HelveticaNeue-Roman have the same unique identifierHelveticaNeue-Bold and HelveticaNeue-Italic have the same unique identifierHelveticaNeue-Bold and HelveticaNeue-Medium have the same unique identifierHelveticaNeue-Roman: Font size 2.9 pt is below 6.0 pt #4 (9)HelveticaNeue-Roman: Font size 4.1 pt is below 6.0 pt #1 (2)HelveticaNeue-Roman: Font size 4.7 pt is below 6.0 pt #18 (3,6,8-9,11,16)HelveticaNeue-Roman: Font size 5.0 pt is below 6.0 pt #3 (9)HelveticaNeue-Medium: Font size 5.8 pt is below 6.0 pt #3 (6,8-9)

ImagesImages using lossy JPEG compression are present #28 (3,8-10,12-13,15-22)

ContentTransparency is present #25 (2-3,6,8-9,14-18,20-22)Line weight 0.106 pt is below hairline threshold 0.216 pt #4 (1,24)Line weight 0.152 pt is below hairline threshold 0.216 pt #8 (1,13-15,24)Line weight 0.166 pt is below hairline threshold 0.216 pt #6 (13-15)Line weight 0.192 pt is below hairline threshold 0.216 pt #2 (5)Line weight 0.201 pt is below hairline threshold 0.216 pt #2 (1,24)

Additional informationColor separations: 4

CMYK

Color spacesDeviceCMYK / Separation / DeviceN

Fonts: 15HandOfSean (9x) TrueType / WinAnsi / embedded subsetHandOfSean TrueType (CID) / Identity-H / embedded subsetHelveticaNeue-Bold Type1 / Custom / embedded subsetHelveticaNeue-Italic Type1 / WinAnsi / embedded subsetHelveticaNeue-Medium Type1 / Custom / embedded subsetHelveticaNeue-Roman Type1 / Custom / embedded subsetIntro-Black Type1 / WinAnsi / embedded subset

cumbria and the lake district cycle tourism toolkit€¦ · tour de france and the increasing...

Documents