11/05/02

Cycle Tourism Status
C.T.A.C. STATUS

2000 & 2001

►    The “Product” exists, thanks largely to nature, and clarified by Community initiatives.
►    Tourism potential identified by many, including Oak Bay Tourism, who arranged for all to get together.
►    CTAC formed August 2000 to improve and market the product.
►    TOURISM VICTORIA 100% support offered and gratefully accepted.
►    Enthusiasm and support offered by Community and Business stakeholders.
►    Enthusiasm and support offered by regional government, and local press.
►    CTAC creates vision and mission statements.
►    CTAC more clearly defines the product.(work in progress)
►    CYCLINGOAKBAY.com Web page developed to market the product.
►    CYCLINGVICTORIA.com Web page developed.
►    Tourist FAQ’s developed.
►    Local media advised of project status and potential benefits to Community. 
►    GVCC and SIMBS have joined Tourism Victoria to realize support potential.
►    Cycling (was) identified by Pacific Wilderness Railway as significant tourism product.
►    Tourism publications and web portals lobbied for inclusion of cycling product.
►    Mill Bay Ferry saved by Community with support of GVCC.
►    Advertisement placed in “ADVENTURE CYCLIST” magazine April and May 2001 issues.

2002

►    Full page ad in THE VISITOR GUIDE supported by CERTIFIED FOLDER DISPLAY.
►    OAK BAY TOURISM new brochure built with significant cycling components.
►    A CASE FOR SUPPORT document  produced.
►    CTAC joins SPORTHOST VICTORIA.
►    CTAC/GVCC volunteers attend SEATTLE INT’L BIKE EXPOSITION.
►    MEDIA CAMPAIGN launched for local awareness.
►    TOURISM VICTORIA funds and implements new cycling images in marketing.
►    BC FERRIES met with to promote campaing.
►    VICTORIA RESTAURANT ASSOCIATION met with to promote campaign.
►    VICTORIA HOTEL ASSOCIATION met with to promote campaign.
►    TOURISM COWICHAN met with to promote campaign.
►    TOURISM VANCOUVER ISLAND met with to promote campaign.
►    TOURISM COMOX met with to promote campaign.
►    CYCLING WINERY ARTICLE in WINE PRESS magazine.
►    SEASIDE TOURING ROUTE designed, implemented and SIGNAGE completed.
►    SEASIDE TOURING ROUTE  info placed in various tourist publications.\
►    2-PAGE ADVERT. + survey placed in OUTPOST magazine June 2002.
►    2-PAGE ADVERT. + survey placed in CANADIAN CYCLIST magazine Oct. 2002.
►    275 Survey responses (to adverts.) on web site tallied.  Very strong results!
►    VANCOUVER SUN article on cycling Victoria.
►    VANCOUVER SUN WRITER invited and returns to write on Seaside Route.
►    Cycle Tourism placed as priority for CRD Regional Growth Tansportation Strategy.
►    CTAC joins (successful) PRO-BIKE/PRO-WALK Conference bid for 2004.

2003

►    Vancouver Island Cycle Tourism Alliance (VICTA) formed.
►    VICTA joins SportHost Victoria.
►    BRITISH COLUMBIA MAGAZINE promotes Victoria as and “outdoor, active, cycling” destination.
►    SportHost sponsors advertisement in Seattle PI Newspaper,  cycling supplement. 

“After hours of exploring the sights and streets of Oak Bay, the Victoria waterfront, and especially the Galloping Goose trails on our mountain bikes, we knew we had to come back! It was impossible to see it all in one trip and we want more…”

Chris and Christine Powell, Calgary Alberta 

"The age of interactive tourism is upon us. Visitors want todo much more than see the sights, they want to explore them…Under their own power.”

How do we capitalize on this new phenomenon – the growing trend in visitors taking a more active role in their vacations? That’s the question that prompted a group of dynamic business people to form the Cycle Tourism Advisory Committee in the fall of 2000. Cycling enthusiasts, tour operators, hoteliers, B & B owners, tourism advocates and government leaders came together because they recognized the opportunity to position Victoria and Vancouver Island as one of the world’s premier cycling holiday destinations.

It is estimated that Cycle Tourism could generate $ tens of millions of new tourism revenues for our region.

 Major outstanding issues to be considered/undertaken:

►    Funding to continue effort
►    CTC “Product Club” for financial support
►    HRDC Grant for staff support
►    Staff support
►    Market research
►    Direct marketing effort
►    Media Relations
►    BC Ferries
►    Bike racks
►    Marketing Support
►    Signage
►    Discussions on an Island Hopping package for cyclists
►    Trail “development” and signage
►    Brochure
►    Education of Hotels/Restaurants as to how and why of being bike friendly.
►    Sooke/Shawnigan connector for loop route
►    Event initiation or support
►    Cycle Tourism Symposium/Trade Show 

Concepts for Discussion: 

Form a Society 

Form a Cycle Tourism Operators Association.
►    Establish standards / best practices / communications for Tour Operators. 

Propose to major Cycling Magazine a promotion including air/room and tour in exchange to log on and complete questionaire, for market research. 

Cycle Tourism planned for inclusion in CRD Regional Growth Economic Strategy 

Leverage KYOTO issue for Community, Federal, (Petroleum Industry?) funding support.  

Nov. 12, 2002
Dear CTAC Members, 

As we approach 2003, we can take a short moment to reflect on the success of the CYCLE TOURISM ADVISORY COMMITTEE.

The CTAC STATUS list attached will remind us of the progress. 

It is more important, however, that we take more time to focus on the future.  Our goal of 50,000 new visitors to the region in 2004 starts just over 13 months from now!  Did we get out of the starting gate fast enough, and  do we have the strength and training to arrive at the goal on time? 

Although much positive progress has been made, we need to re-group to overcome many challenges, not the least of which is a total lack of funding! 

I would like to propose the following two major initiatives: 

1) The commmittee needs to re-structure, and invite new members to support the progress needed to achieve our goals.

I believe we need committees assigned and responsible to tasks.