Marketing & Development Programme

Vision

To be recognised as Adventure Capital UK by 2012by

working in partnership to develop, promote & sell sustainable world class outdoor experiences to achieve

economic prosperity.

AdCap 1, 2 & 3 Funding

08/0

9 09/10 10/11 11/12 totalDevelopment &

Marketing 500 £500 000

Marketing 280 260 260£800 000+ match

Development 500 2, 000 1,750

£4 250 000

+ match

AdCap1Capital DevelopmentEvent SupportFeasibility StudiesMarketingSector Support

AdCap1Capital DevelopmentEvent SupportFeasibility Studies

10 events financially supported with £80 0001:7 leverage funding1:20 ROI

4 capital development projects financially supported with £135 0001:4 leverage

5 feasibility studiesfinancially supported with £25 000

1:4 leverage

AdCap1Sector DevelopmentIndustry conference 26th June - 70 delegates from 50 businesses

Outdoor accreditation scheme ROAM - 21 members

Outdoor Industries Working Group 4 meeting annually - 15 active members

Bringing AdCap to:

Cumbria 2012 & NW 2012Cumbria & NW Sports PartnershipCumbria Countryside Access PartnershipCumbria Commonwealth Championships Cumbria Cycling Committee

Learnings & Research from AdCap1

Tribal Research – NW, Cumbria & AdCap:

More strategic direction requiredCommission developments & eventsFocus on selling as well as marketing

Market Appraisal:

Identification of best prospects for growthHighlighting the best locations and opportunities for investment Make recommendations for product development and product that is ready for marketing

AdCap 2Marketing & Event Support

£800k over 3 years, from ERDF, new money for Cumbria.

However, £800k match needed over 3 years:

AdCap 2Events

AdCap2 will support the following strategic events, who in turn can provide match funding:

Great North SwimKendal Mountain FestivalKeswick Mountain Festival

AdCap2Marketing

Joint promotion with partners

Joint promotions with activity providers

AdCap Guide

Consumer exhibitions

Working in partnership travel agentsPress National or Specialist Advertising

PR

Social Marketing

AdCap 3

Capital Development

£4.250m over 3 years 2009-12

Match £4.250m

AdCap3

Hubs

New Routes

National Centre for the Outdoors

Areas for development

Eden Source to SeaHW

Cycle Path

Cumbria Cycle Way

C2C MB Route

Lune Valley Cycle Way

Kendal to Keswick

Outdoor Sports Village

ThirlmereRound

AdCap3Capital Development - Year One

Feasibility StudiesNational Centre for the OutdoorsWindermere Waterside Improvements and Water HubKeswick Adventure Hub Kendal Outdoor Sports VillageNew Attractions: Canyon Swing-Bungee; Via Ferrata indoor/outdoor; Boulder Park, Monorail

DevelopmentCoast 2 Coast Mountain Bike RouteThe Cumbria CyclewayThe Lune Valley Cycleway

AdCap3Capital Development - Year Two

DevelopmentWindermere Waterside Improvements/Adventure HubKeswick Adventure HubKendal to Keswick CyclewayPenrith Cycle HubAccess for all to AdventureGreat North CycleDabbler fun options

AdCap3Capital Development - Year Three

Development

Whinlatter and Grizedale additional cycle routes

Thirlmere Cycleway Road crossings

Hadrian’s Wall Cycle Path

Dabbler fun options

Next steps• 1-1 stakeholder meetings

• Obtain match funding - Phase 2 marketing and events

• Phase 3 development project ideas & plans

• Conduct Market Appraisal - Planning Solutions Consulting Limited. Kevin Brown, MD will be in contact with stakeholders.

• Strategy & Ops groups to be established including Chair and Ambassadors

Any Questions?

Strategic fitNWDA North West Regional Economic Strategy - Business Theme

• develop growth and innovation in the tourism sector through the continued implementation of the Regional Tourism Strategy

Cumbria Economic Plan - Business Support

• Tourism – A thriving tourism economy generating higher paying jobs and higher GVA through increased spend, in which all areas of the county can share.

• Outdoor sport, education and recreation – Cumbria is internationally recognised as the Adventure Capital of the UK.

ResearchTribal – COSSA

There is growing momentum for the development of the outdoor sector in Cumbria. There is real opportunity to develop a local area outdoor strategy for Cumbria

A Cycle Tourism Strategy for Cumbria

Capacity building within the business sector

Destination Management Plan 2008-2009

Supporting business development sign posting to the best available support

ERDF – Action Area 3.3

Promotion and marketing of natural and cultural heritage assets to promote sustainable tourism

NWDA - RES

95 - Develop and implement marketing programmes to promote a positive image of the benefits and diversity of the Northwest as a location for businesses, visitors, investors and as a place to live.

CV – SAP #6

Build on the existing DMS provided by CT to develop a single point of access for visitors to engage with outdoor activities, accommodation and retail.

Northwest Legacy Framework 2012

Use a market led approach to the promotion of the region and its destination by focusing on attack brands and winning themes

The Tourism Strategy for Cumbria 2008-2018

To achieve our ambition of Adventure Capital of the UK we need to invest in introductory level facilities, venues for national and international competitions and hassle free booking of outdoor experiences

ResearchNWDA - RES

101 – Improve the product associated with the region’s tourism attack brands and signature projects as identified in the Regional Tourism Strategy in line with market demand.

CV – SAP #6

Develop and market a network of high quality long distance walking cycling and horse riding trails, linking in to local outdoor retail and accommodation providers.

Tribal - COSSA

Cycling

Cumbria is already acknowledged as a prime destination for cycling and Mountain biking. There are some opportunities to improve trail riding facilities for road cyclists and mountain bikers, and the development of traffic-free family friendly routes.

Paddling

To develop canoe trails on lakes and rivers where it is possible to move by boat between points of interest

Cumbria Rights of Way Improvement Plan

Development of cycle tourism hubsCompletion of national and region cycle network within CumbriaDevelopment of family-friendly routes and safe routes for young peopleUse of quite lanesIdentify and develop access and recreational opportunities for lakes, rivers and coast

The Tourism Strategy for Cumbria 2008-2018

To make the best of our natural environment we need good orientation and information for visitors.

Research

CV – SAP #6

Develop a National English Centre for the Outdoors

Northwest Legacy Framework 2012

Support and encourage projects that will transform the region’s appeal to visitors

Tribal - COSSA

There are opportunities to develop facilities in Cumbria to allow outdoor enthusiasts to be introduced to outdoor sports indoors and for existing enthusiasts to move indoors in poor conditions