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The sandstone way: exploit your assets

Discover the potential of The Sandstone Way in Berwick upon-Tweed. Cater to cycling enthusiasts and holiday-makers with ready-made inter-connecting routes. Use social media and collaborate with local businesses to boost growth in rural areas.

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The sandstone way: exploit your assets

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  1. The sandstone way:exploit your assets Tom Burnham

  2. Sandstone Way: Berwick upon-Tweed

  3. 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

  4. Why do you need them?

  5. 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

  6. Allenheads, one of the most remote settlements in England

  7. 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

  8. Why do you need them?[Source: Mintel 2007, Graham Vickers] Social profile UK Ave Enthusiasts Cycle as part of holiday AB 17 20 25 C1 26 35 29 --- --- --- 43 55 54 C2 25 22 20 DE 32 23 26 100 100 100

  9. 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!

  10. ‘Enthusiasts’ v holiday-makers

  11. 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’

  12. Holiday cycling • Growth of leisure cycling 2007-2012: Enthusiasts: +25% As part of holiday: +32%

  13. 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

  14. Free market research Are you kidding?

  15. 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?

  16. Social Media

  17. Social Media • Your blogs and their blogs • Website, Pinterest, YouTube, FaceBook, Twitter • Links to other sites

  18. Collaboration

  19. 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)

  20. Iceland: Rural like Northumberland

  21. 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

  22. 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)

  23. 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

  24. The sandstone way:exploit your assets Tom Burnham

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