Nelson Tasman Cycle Trail Trust. Marketing Plan Version 4.0 June 2013

Transcription

1 Nelson Tasman Cycle Trail Trust Marketing Plan Version 4.0 June 2013

2 Nelson Tasman Cycle Trail Trust Marketing Plan Version 4.0 June 2013 Nelson Tasman Cycle Trail Trust Marketing Plan ver. 4 Page 1

3 TABLE OF CONTENTS 1. INTRODUCTION HEART OF BIKING IN NELSON-TASMAN DUN MOUNTAIN TRAIL TASMAN S GREAT TASTE TRAIL THE CODGERS MOUNTAIN BIKE PARK KAITERITERI MOUNTAIN BIKE PARK ON-ROAD DAY RIDES ACCOMMODATION AND SERVICES GOVERNANCE STRUCTURE ROLES AND RESPONSIBILITIES VISION FOR HEART OF BIKING PARTNERSHIPS OFFICIAL PARTNER PROGRAMME OFFICIAL PARTNERS MANAGEMENT GROUP SPONSORS GRANTS PASSPORT MARKET ANALYSIS MARKET TRENDS SWOT ANALYSIS MARKET AASSESSMENT LOCAL MARKET DOMESTIC NZ CYCLE TOURISTS INTERNATIONAL CYCLE TOURISTS COMPETITORS MARKETING AND COMMUNICATIONS OBJECTIVES DRAFT STRATEGIES, ACTIONS AND PERFORMANCE MEASURES DRAFT CYCLE TRAIL MARKETING ACTIVITY CALENDAR Nelson Tasman Cycle Trail Trust Marketing Plan ver. 4 Page 2

4 1. Introduction The Great Taste and Dun Mountain Trails, and other bike trails in Nelson-Tasman region, are significant recreational and tourism assets. The feasibility study for development of the Great Taste and Dun Mountain Trails in 2010 projected that by 2016, 28,000 additional riders will visit the region annually and, as a result, $20 million will be added to the local economy per year. Since inception of the Nelson Tasman Cycle Trail Trust (NTCTT) in 2009 the region s cycle trails have been managed and marketed to good effect, but it is now time to provide more structure around trail marketing so that visitor and financial projections are achieved. The key party in marketing the trails is the Nelson Tasman Cycle Trail Trust, in partnership with Nelson City and Tasman District Councils. Also active are Nelson Tasman Tourism, the Nelson Mountain Bike Club, Bike Nelson Bays (BNB), EDA (Regional Economic Development Association), Nelson Airport Ltd, the Department of Conservation, individual operators and communities, and the New Zealand Cycle Trails. This marketing plan progresses material in the Feasibility Study, prepared in , and reflects the initiatives and activities of NTCTT since then. The plan has five sections. The first introduces the Heart of Biking trails, and an overview of the Trust governance structure and vision is in section two. The third section discusses the partnerships that have been developed (New Zealand Cycle Trust, Official Partners Programme, Official Partners Group, sponsors, volunteers, grant agencies). The fourth section is a market analysis, and is followed by the marketing objectives for the Heart of Biking for and an activity calendar. Finally, the appendices provide additional information and support. 1. Nelson-Tasman Regional Cycle Project (May 2010), New Zealand Cycleway , Stage Two- Feasibility Study and High Level Business Case. Nelson Tasman Cycle Trail Trust Marketing Plan ver. 4 Page 3

5 2. Heart of Biking in Nelson-Tasman The Heart of Biking is the brand adopted and trademarked by the Nelson Tasman Cycle Trails Trust, and used for its website. The website promotes Nelson as a cycling destination, in particular, the two Great Rides : the family-friendly Tasman's Great Taste Trail and the historically rich Dun Mountain Trail. These are the main focus for this marketing plan. The region also boasts great road rides, and other mountain biking opportunities, such as the easily-accessed Codgers and Kaiteriteri Mountain Bike Parks, and the back-country trails of the Heaphy, Rameka and Rainbow. See Appendix 1 for a map showing trails. 2.1 Dun Mountain Trail The 43km Dun Mountain Trail is one of the most accessible back country alpine cycle trails in New Zealand. It takes 4 6 hours to complete and is an intermediate (Grade 3) to advanced level (Grade 4) mountain bike ride. The Dun Mountain Trail starts from Brook Street (4km from Nelson CBD) and the route winds its way through the Codgers Mountain Bike Park along the route of New Zealand s first railway (1862). Early sections give glimpses of the Waimea Plains to the south and west. The track continues up through pine forest, then native bush, over streams and past historical monuments before emerging into the alpine mineral belt near the Dun Mountain summit. From Coppermine Saddle, riders look to the Maitai River south fork and towards the Maungatapu Track into Marlborough. 2.2 Tasman s Great Taste Trail Tasman s Great Taste Trail is still under construction and once complete will be a 175 km loop ride that is a mix of Grade 1 (beginner), Grade 2 (easy) and Grade 3 (intermediate). Starting from the Nelson i-site, or Nelson Airport, the trail follows a shared (cycling/walking) path to Richmond, where riders can choose to head north or south to start the loop. Heading north, riders pass along the edge of the Waimea Estuary, then to Rabbit Island before crossing on the ferry to Mapua. When complete (summer ), the route will then take riders to Ruby Bay, then up to Tasman View Road to Lower Moutere and Motueka. South from Richmond the Trail currently extends to Wakefield. The route follows an abandoned railway corridor passed vineyards, farmland, forestry and historic tobacco drying kilns and will go through New Zealand s longest decommissioned rail tunnel, the Spooner tunnel, which is 1.4km long (completion by 2018). Riders will emerge near Kohatu Junction where the trail will continue on to Tapawera and then by road along Motueka River s west bank, and out to the coast. Riders can follow the loop through Motueka and back to Nelson, or divert north through Riwaka to Kaiteriteri, where the trail stops at the gateway to the Abel Tasman National Park. Trail sections open and ready to ride off-road trail (Grade 1 and 2): Nelson to Richmond then north to Rabbit Is and the ferry to Mapua. Nelson Tasman Cycle Trail Trust Marketing Plan ver. 4 Page 4

6 Nelson to Wakefield. Partial off-road trail or on-road: Mapua to Community Road (Lower Moutere) then around the Motueka waterfront and to School Road, Riwaka. On road Pigeon Valley Road Wakefield to Woodstock grade 3 in parts On road = low traffic density Motueka Valley West Bank Road Woodstock to Riwaka Off-road trail sections under construction: Mapua to Kaiteriteri (due to open in stages to December 2013 Grades 1, 2 and 3). Wakefield to Tapawera ( ). 2.3 The Codgers Mountain Bike Park The Codgers Mountain Bike Park is 4km from the Nelson CBD and is at the base of Dun Mountain. It contains mountain bike trails, from easy meandering single track for beginners and families to enjoy, to double-black downhill trails best left to experts. The trails are based around three hills, with the summits rising to approximately 400m. The trails all start from Brook Street and can take from 30 minutes to several hours. The trails have been created through a partnership between Nelson City Council and the Nelson Mountain Bike Club and have been built to a professional standard. All are clearly signposted. 2.4 Kaiteriteri Mountain Bike Park Kaiteriteri Mountain Bike Park, a one hour drive from Nelson City, is a 180ha purpose-built mountain bike facility with a variety of professionally-created single-track trails for all skill levels. The Park is mostly situated in dense native bush and the majority of the newly-benched trails are wide, easy to intermediate-grade tracks, complemented by narrower hand-benched single-track. The entrance to the Park is signposted off Martin Farm Road, which is one minute ride from the southern end of Kaiteriteri beach. All tracks are two-way and open to foot traffic unless signs indicate otherwise. The Great Taste Trail will wind through this park on its way to Kaiteriteri 2.5 On-road Day Rides The Nelson-Tasman region has diverse landscapes Stunning in their close proximity to wide sandy beaches, deep lush native forest, majestic alpine environments and bustling settlements. There are many interlinking back roads, with low traffic density, that join Richmond, Moutere, Motueka, Mapua and Tapawera. The area is littered with wineries, cottage industry and artists. Golden Bay is a destination for visitors who really want to get away from the hustle and bustle of daily life. The Takaka Hill is a challenging road ride, but the view from the top into Golden Bay is worth the effort, and the ride down the other side into Takaka is the perfect way to end a long ride. There are a range of mountain bike rides in Golden Bay, including access to the Heaphy Track, a 2-3 day mountain bike ride open for riding from 1 May to 30 September. Nelson Tasman Cycle Trail Trust Marketing Plan ver. 4 Page 5

7 2.6 Accommodation and Services Nelson and the Tasman district each have a population of around 45,000, giving a combined total of 96,000 residents. Nelson has all the facilities and services that you would expect from a city. Nelson amenities include: i-site on Halifax Street parking, public toilets, internet cafes, shopping and supermarkets. Relevant to cycle visitors, Nelson city has: Cycle repair and hire shops ( about 8 cycle hire businesses. Cafes, bars and restaurants (85+). Motels and motor lodges (46), apartments (24), backpackers and hostels (11), hotels (6), B&B (61), holiday parks and camps (4). Outside Nelson there are accommodation options in Richmond, Brightwater, Wakefield, Belgrove, Kohatu, Tapawera, Motueka, Riwaka, Stephens Bay, Little Kaiteriteri, Kaiteriteri, Marahau, and Mapua. Most of these places also offer amenities such as food and beverage providers. Cycle repairs and hire shops are found in Richmond, Marahau and Motueka. There are also many rural bed and breakfast establishments between these settlements, and some camping options. Nelson Tasman Cycle Trail Trust Marketing Plan ver. 4 Page 6

8 3. Governance Structure The Nelson Tasman Cycle Trail Trust (NTCTT) is a non-profit trust that promotes Nelson as a cycling destination, and in particular the local (Nelson/Tasman) trails and rides that form part of the New Zealand Cycle Trail great rides. The Trust has up to 11 Trustees drawn from cycling, business, engineering and local government interests. The Trust s objective is to represent and develop cycling interests and opportunities in the Nelson-Tasman region, and to develop the area into one of New Zealand s leading cycle tourism and recreational cycling destinations. The NTCTT has branded local trails under the heading Heart of Biking (Figure 1). Its principles are: To promote the use of cycle assets for recreation, tourism, health, scenic, economic and education purposes. To work co-operatively with others involved in the provision and preservation of cycle assets. To maintain the highest standards of professionalism and integrity. Figure 1: Heart of Biking branding Nelson Tasman Cycle Trail Trust Represent and develop cycling interests and opportunities Develop area into one of NZ s leading cycle tourism and recreational cycling destination 3.1 Roles and responsibilities Gillian Wratt is Chair of the Trust. The other NTCTT members are: Bill Gilbertson (engineering) Peter Patullo (fundraising/marketing) John Kerridge (finance, Motueka liaison) Hugh Briggs (funding applications) Paul Jennings (marketing/fundraising) David Bonnett (systems) Lindsay Smith (marketing, Mapua liaison) Nelson Tasman Cycle Trail Trust Marketing Plan ver. 4 Page 7

9 Additional Support for the Heart of Biking is provided by: Fiona Newey (executive/fund raiser) Marika Kingan (administrator) Stuart Hughes (GTT construction project management) The NTCTT has support from the region s two councils: Nelson City Council and Tasman District Council. The Trust also has assistance from Nelson Tasman Tourism, the Nelson Regional Economic Development Agency and the New Zealand Cycle Trust. 3.2 Vision for Heart of Biking The NTCTT s vision is for Heart of Biking is: The Nelson-Tasman region is a premier destination for domestic and international visitors drawn by a range of world class cycle trails and associated attractions and facilities, and has a high quality commuter and recreation cycle trail network for the local population. The Trust aims to create an economically and environmentally sustainable tourist attraction in the Nelson-Tasman region. Cycleways fulfil these criteria and have been proven in other regions to be successful and well-utilised by locals and tourists. To establish, extend and integrate cycle routes within the Nelson-Tasman region to create a unique and sustainable world class destination for cycle tourists and local cyclists means: The two Great Rides the Dun Mountain Trail and the Great Taste Trail as complete rides or with shorter sections providing easier and shorter day rides More challenging off-road riding with mountain bike trail networks in Kaiteriteri and around Nelson and Richmond. Urban day ride options. Cyclists can explore Nelson to Richmond on the Railway reserve and around rocks road, ride on the Centennial cycleway from Atawhai, Founders Park to WOW and Richmond, or head up the Maitai Valley from the Nelson CBD. Wilderness or adventure riding will be available on trails in the top of the South Island that include the Queen Charlotte Track, the Heaphy, and a Pelorus-Nelson trail. Nelson Tasman Cycle Trail Trust Marketing Plan ver. 4 Page 8

10 4. Partnerships The Heart of Biking is a community project and needs skills and effort from its supporters (as an individual, a group or a business). The key partners are summarised in this section. 4.1 Official Partner Programme The idea to build a network of cycle trails arose in 2009 and the aim of the resulting New Zealand Cycle Trail (NZCT) was to provide a healthy and enjoyable way for Kiwis and international visitors to see the country, and to generate economic, social and environmental benefits for communities. The NZCT objectives are to: Deliver short and long-term economic benefits to regions. Provide high-quality assets that offer world-class cycling experiences and enhance New Zealand s competiveness as a visitor destination. Maximise complementary benefits, e.g. for health, the environment, commuters, and the events sector. Engage communities (See Appendix 2 for more about the NZCT). Being a part of the NZCT project affords opportunities for shared national and international marketing and combined-product promotions. Heart of Biking nominated Nigel Muir (CEO Sports Tasman) to be on the Establishment Advisory board of NZCT. In addition, Neville Grubb (an Official Partner, Trail Journeys) is in that group. Heart of Biking converses with Jonathon Kennet, John Dunn, and the staff at the Ministry Of Business, Innovation and Employment with responsibility for NZCT development. The physical trail is only one part of the overall product that will attract cyclists. In addition to a highquality trail, cyclists require services such as transport, accommodation, bike hire, food, and activities for when they are not cycling. They expect a high level of customer service and a warm welcome. The Official Partner Programme provides a way for local trail and businesses can work together to build the profile of the NZCT, increase their turnover and provide benefits and jobs to the local community. To ensure a consistently high level of customer service, businesses can apply to join the Official Partner Programme. To become a Partner businesses must meet cycle-friendly standards; and once approved they are entitled to use the official partner logo (Figure 2), and the NTCTT logos. Figure 2: Official Partner Logo. Heart of Biking has over 120 official partners signed up and more are being added all the time. Partners span: accommodation providers, local attractions, bars, bike hire, repair and service Nelson Tasman Cycle Trail Trust Marketing Plan ver. 4 Page 9

11 providers, breweries, cafés, cycle shops and tour operators, ferry, food outlets, guided tours, health, restaurants, transport providers and wineries. See Appendix 2 for a full list (May 2013). As an official partner, an organisation receives: Priority for collaborative marketing in the Heart of Biking brochure. Mention in the Food and Beverage Cycle Trail Passport. A link on NTCTT Heart of Biking, and a listing on NZ.com and National trails websites. Invitations to all NTCTT public meetings and openings. Brochure display space at expos. Use of our National Nga Haerenga and local official logos on advertising collateral. Collective mentoring through industry cluster opportunities. 4.2 Official Partners Management Group To promote the Heart of Biking, an Official Partners Management Group is being established with the following goals: Facilitate the NTCTT feasibility study expectations: by 2016 over 28,000 cyclists will contribute $20m into local economy. Action NTCTT agreement with Official Partners. Cycle Industry link relating to EDA, MBIE, NTT, Chamber of Commerce, NZTE etc. As guardians of the Heart of Biking Brand, the group: Is for planning and guidance for all operators to ensure all visitors receive the ultimate experience while cycling in the region. May elect to contract specialists to complete work (with funding and trust approval). May use NTCTT Administrator and Exec Officer to work on detail of objectives. May individually volunteer to manage some processes. Might recruit specific project volunteers from the larger group of Official Partners. Consists of Official Partners only. Reports to NTCTT. Elects its own chairperson (not a NTCTT trustee). Gains approval for all print and media releases through NTCTT Trustee The Official Partners Management Group comprises: Ubike / Tasman Bay Backpackers - Public relations/ social media (Trustee Rep.) Moutere Inn / Craft Beer - Operator collaboration & networking VeloVino: Cycle tours / Wine focus - Product management Te Kapowhai: Accommodation - Service levels, Safety and Standards NMIT - Tourism Lecturer - Research and Development WOW - Promotions and Selling Nelson Tasman Cycle Trail Trust Marketing Plan ver. 4 Page 10

12 Richmond Unlimited - Marketing NTCTT Exec Convener Advertising and promotion of the trails is funded by official partners interacting with a brochure that was produced in 2012 (and passport to be produced 2013). This brochure is self-funding and has been widely distributed throughout New Zealand. See Appendix Sponsors One of the NTCTT s primary goals is to build mutually-beneficial partnerships and alliances, with local and central government, private and community sectors, businesses, and not-for-profit organisations to enhance the sustainability of the Trust and the Trails. NTCTT is exploring partnerships and sponsorship arrangements not only for the community goodwill it generates, but to heighten the profile of the Trails and raise resources in a less opportunistic way than some of the traditional mainstream methods of advertising and selling.. A number of local businesses have provided cash and in-kind support to the Trust as seed funding, for the feasibility study, and for trail and bridge construction. (Appendix 2, p36) Heart of Biking has additional sponsors, who have contributed smaller amounts of money (in-kind) through purchase of virtual trail. There is an opportunity to grow this area. For example, a recurring monthly donation from individual/group/business as revenue for ongoing work. Virtual trail is a way that sponsors (and the community) can show its support for Heart of Biking, particularly in the early phases of construction, by buying a section of trail. This purchase is part of Tasman s Great Taste Trail and Dun Mountain Trail a total of 212 km for sale. At $40 per metre, this will raise $4.2m (cash or in-kind contributions). Trail will be sold or gifted in lieu over the next four years (Figure 3). The minimum purchase is a two metre section for $40, and all purchases over $200 (10 metres) receive a framed certificate. A section of virtual trail segment provides a GPS co-ordinate of the trail section and sole rights to the virtual ownership of that section of trail. Purchasers also have the ability to gift or bequeath and will receive periodic newsletters and invitations. Virtual Trail ownership does not convey any rights over the physical trail. Virtual Trail includes the following additional benefits to purchasers: Will receive updates/newsletters and invitations. A long term, generational enduring virtual ownership. Opportunity to pledge to purchase larger parcel over three years. Membership of the group who adopt that section to assist with maintenance, development and enhancement. Figure 3: Virtual Trail Nelson Tasman Cycle Trail Trust Marketing Plan ver. 4 Page 11

13 The 1K Club is a group that comprises organisations/individuals who have purchased, or pledged to fundraise for, at least one kilometre worth of virtual trail. This large purchase is seen as prestigious and will be recognised in signage. The number of members of the 1K club could be capped to increase the sense of exclusivity. Volunteers take part in activities such as helping with events, landscaping and planting and trail maintenance. Volunteers: Get up-to-date information about the trail. Bring expertise and skills to join a team of passionate volunteers. Take a hands-on role in helping to develop a national cycle trail and gain satisfaction from efforts. Give their time and reap the rewards as the cycle trail becomes a reality. The volunteer aspect of Heart of Biking is in its infancy and there is an opportunity to grow this. There are currently around 50 names on the volunteer database. In addition to general volunteers, community groups have become part of the trail through specific and targeted activity. The most obvious is the Coastal 800K Club, a fundraising group of the Mapua/Tasman, Motueka and Kaiteriteri communities. It has been formed to complete the coastal section of the Tasman Great Taste Trail, which needs to raise a further $800k over and above the $4million that the Tasman District Council has provided (in their Long Term Plan to 2019). A strategy of ankle tapping locals has been happening and has been quite successful. 4.4 Grants Grants are funds received from statutory, voluntary, or philanthropic agencies established with the primary purpose of giving grants. These agencies give grants to meet their own objectives and strategies, such as government policy, community development, or supporting the local community. Grants are not the same as sponsorship or fundraising as there are usually strict criteria that an organisation must meet to qualify for a grant. Heart of Biking is ideally positioned to attract grant money: it has completed a feasibility study, it has attracted significant community engagement, and it has a clearly defined project with specific goals and measureable outcomes. Although the grant market has become harder with the economic downturn and the earthquake in Christchurch, there is still money available. A Grant Plan would assist the NTCTT in being more proactive in making applications. There are two ways to approach this: Small, targeted projects under $5,000 e.g. re-printing brochure Large grants ($100,000 +) for specific projects e.g. Kaiteriteri underpass Appendix 2 contains a list of the types of grant agencies that could be considered. Nelson Tasman Cycle Trail Trust Marketing Plan ver. 4 Page 12

14 4.5 Passport Due to launch mid-2013, the Passport will be suitable for use by anyone living in or visiting the Nelson-Tasman region, no matter how they travel. It will be marketed to all visitors through a comprehensive network of local outlets and via the NTCTT website. The 32-page Passport l contains 15 detailed maps of the on and off road cycle trails in the Nelson- Tasman region, including urban and rural cycle trails, as well as professionally written editorial to help guide and entertain our visitors as they enjoy their holiday. Participants will be able to engage with Official Partners businesses via a purchase (and thus obtaining a stamp), much like having your passport stamped as you travel around the world. The collection of 30 stamps enables the user to access official partner s discounted offers off the Heart of Biking website. This format has been proven to encourage users to visit more businesses and spend more time and money. See Figure 4. The 85% uptake on the Otago Central Rail Trail passports suggest more than 20,000 of the projected (2016) Nelson Tasman visitors would engage with passports providing NTCTT income of over $200,000 per annum at $10 per passport. The Passport will take on a dual role, with the stamp collection style journey also encouraging participants to purchase local, seasonal, regional products and services. This money will trickle into our local economy - for example, riders purchase Takaka Water, not Pump water from Auckland. Figure 4: Passport Mock-up Inside Front Page Nelson Tasman Cycle Trail Trust Marketing Plan ver. 4 Page 13

15 5. Market Analysis 5.1 Market trends The material which follows is based on the Nelson-Tasman Regional Cycle Project (May 2010) findings. Nelson-Tasman aims to use the extensive riding options and tourism infrastructure to accommodate the widest cycle tourism market. Mountain biking as a leisure pursuit has been referred to as the new skiing. The Nelson-Tasman field offers the complete cycle activity range; Grade 1 family and easyriding rail trails (the beginners slopes), more advanced intermediate trails (Grade 2 and Grade 3), the really challenging Grade 4 and above trails (black runs). The region also has wilderness tracks (offpiste) and purpose built mountain bike parks and pump tracks. Like a successful skifield, this model maximises Nelson-Tasman s amenities, visitor support facilities and its potential market. The core segments of the wider cycle tourism market for the Nelson-Tasman region, and their visitor needs, are the Rail Trail and the Mountain Bike markets. Rail Trail Market: The Rail Trail market is growing in Australia, where road-based cycle tourism is well-established. Participation road-based cycling has led to the growth of organisations like Bicycle Victoria with over 40,000 members and annual, large group, multi-day road-based rides that involve up to 4,000 cyclists. In the New Zealand setting, Australian riders may be more willing to use quiet back roads as part of a cycling holiday than would be the case with the slightly older rail trail market. This group is also more willing to use cheaper accommodation and ride longer and further in a day. Otago Central Rail Trail research shows 80% of their customers (both day-trippers and full route riders) come from Auckland, Wellington and Christchurch. It is expected that with effective promotion of the Great New Zealand Rides the market for Nelson-Tasman s trails will extend beyond the three major cities and draw increasing numbers of international cycling visitors. The largest group of New Zealanders who ride are aged years. For these visitors a multi-day ride is often not practical (family, or too costly). However, a day trip from base accommodation or an easy rail trail route is a great add-on holiday activity. This market expects to be able to easily access high quality information about the cycleway for booking and making route decisions. They want stunning scenery, cultural and social experiences and consistent and acceptable services. They also want frequent signage trail informing them where they are and how far it is to reach the next place. Currently, Tasman s Great Taste Trail comprises Grade 1 and 2, and is essentially off-road sections that can be ridden in isolation, or ridden in sequence to create a longer trip. As further sections are developed a more complete circular route will be created and there will be other ways to combine sections - or ride individual sections. The average age of riders is around 55 years old and many year olds are riding. Nelson Tasman Cycle Trail Trust Marketing Plan ver. 4 Page 14

16 Nelson has 13,500 grey power members and the next highest collection of over 50s is Marlborough with 4,800. Nelson-Tasman has an active retirement population, who are generally well off, and keen to cycle, walk and mobility scooter the trails as they evolve all through the week. There is also an expat group who entertain northern hemisphere visitors and are keen to show off our cycling assets. The Mountain Bike Market: Most Mountain bike cycle tourists are interested in similar facilities world-wide: either purpose built single-track or wilderness trails in a natural and preferably bush or forest environment. There is a large potential (and growing actual) market of beginners and families interested in using Grade 2 tracks. As facilities develop to supply this market, it is likely to be a larger market than that of skilled riders looking for Grade 3+ trails. For other cycle tourists the pattern is less clear. Most of the non-mountain biking cycle market appears to value low traffic or (better) traffic-free riding. Where cycling and traffic co-exist well (parts of Europe) riders are willing to use roads, but largely traffic free routes still draw the most numbers. The number of overseas visitors willing to ride on New Zealand roads is relatively small. The easy and accessible nature of the Dun Mountain Trail and nearby trails allows Nelson-Tasman to access the pool of existing visitors who are likely to add a cycling experience to their time in Nelson, and new visitors who will make Nelson a destination due to the depth of its cycling provision. Cyclists may use the Dun Mountain Trail - or its beginning or end sections - as a day or part day ride from a Nelson base. For the Grade 2 and 3 holiday mountain bike market, the scope and extent of the trails in Tasman-Nelson will allow for successive whole-day rides spread over days or even weeks. 5.2 SWOT analysis Source: NTCTT Strategic Plan 2013 Strengths Great relationships RTO 2 x councils, EDA; NTCTT; Iwi; Local community ownership Local operator relationships Volunteers Assets Nelson MTB Club Trails; Kaiteriteri MTB Club; Wider infrastructure eg links Scenery/climate Variety on offer Food, wine art, craft beer Locals; retired Easy access to airport Well-developed tourism sector Abel Tasman link Existing visitor flows Other events (cyclefest, masters games, arts festival) Easy to advanced Visitor demographic, outdoor Weaknesses Lazy tourism operators expect it to happen Operators not signing up, assuming they will get business anyway Funding trail construction, marketing, maintenance Incremental rollout many people to get onside; fear of influx of cyclists Varying standards Distance from major population Volunteers not available long-term Similar positioning from other trails Number of new trails Timing of opening of trails Getting cyclists over the hill from Picton Seasonality (winter closure) Resistance of NZTA to cycling on roads Growing pains No control for revenue generation (licensing, concessions, restrictions on number operators) Delivery quality, consistency Nelson Tasman Cycle Trail Trust Marketing Plan ver. 4 Page 15

17 Support from business, eg Air Nelson, Sprig and Fern Specialist businesses, eg Gentle Cycling NZCT Board links Brand to link to NZCT brand Affordable for families Not adapting cycle friendly criteria Operators trying to freeload Misconception about the style of biking Slow adopters Disrespect of other road-users to cyclists Inconsistent cycle access on suburban streets Lack of resourcing for systems NTCTT Focus only on the Great Taste Trail Perception that the GTT is already open Marlborough Opportunities Finish the trail a marketable trail National Geographic mention as a top 10 cycle trail Lonely Planet Someone with lots of money offers support Loved by locals, which encourages the council to support it Council funding priority 100% buy-in by operators and locals Get Qualmarked Remarkable itinerary featured everywhere Proof of what our trails earn the region Educate businesses about what itineraries are possible When routes are going to be open Nelson to Kaiteriteri will be most popular = primary initial focus To coordinate and promote all the trails (the heart of cycling) Umbrella organisation for trails and events Review Trust s focus every 12 months construction strategy and the funding we need Cycling forum - strategic discussions (communication) with cycling stakeholders, including Marlborough and the West Coast, tie to framing the future with NCC NCC funding through NZTA for walking/cycling package More information signs / signage in key places (thanking those involved, under construction) leverage for new business to get involved. Recognising partners in signs and marketing Threats Community opposition through misunderstanding eg who owns the trail Lack of funding Rising sea levels Issue with landowner approval Missed opportunities (due to lack of resources) Unfinished trail? Loss of the margin on the construction funding The NTCTT vision for the Nelson-Tasman region is a premier destination for domestic and international visitors, drawn by a range of world class cycle trails and associated attractions and facilities, and has a high quality commuter and recreation cycle trail network for the local population. Nelson-Tasman residents have a high outdoor recreational focus and are already involved in recreational commuting cycling, which is a great starting point for the Heart of Biking. In addition there is strong local community ownership, good local operator relationships, excellent food, wine art, craft and beer, and existing Abel Tasman link and visitor flows. Nelson Tasman Cycle Trail Trust Marketing Plan ver. 4 Page 16

18 Attracting funding to complete the Heart of Biking trails, in particular the Great Taste Trail, to the quality needed to meet visitor expectations is a key challenge. The Great Taste Trail has been talked about since 2009 and local and national publicity means there is a good general awareness. But some people are under the impression the trails are already built and/or that all funding will be provided from local and central Government. NTCTT needs to engage and enrol the cycle, tourism, food and beverage operators and general public to get on board with the project to complete building the cycle trails. If this does not happen, the project will take longer to finish possibly losing momentum and local attention on the way, and/or not meeting market expectation consistent with the brand being promote. The NTCTT needs to finish sections of the Tasman Great Taste Trail to the required standard as soon as possible. Meanwhile, it needs to market (but not oversell) the parts of the trails that are complete. The completed sections are popular for local recreation, particularly day trips. As people (re)discover the pleasures of biking and as the trail lengthens, people s fitness will increase and they will want to ride further. Nelson to Kaiteriteri is likely to be the most popular section (and will be completed before the Nelson to Kohatu/Tapawera section), so should be the initial focus for marketing activity. Figure 5: Issues (orange) and Opportunities (blue) Community Ownership Food, Art, Drink Finish building trail Heart of Biking Existing visitor flows Attract funding Tourism Operators 5.3 Market Assessment Riders on the Nelson-Tasman trails will be: of mixed ability, want to ride for different amounts of time (half-to-multi-day), have different support needs and have different accommodations needs (Figure 6). The trails will cater for local, domestic (New Zealand) and international riders. Nelson Tasman Cycle Trail Trust Marketing Plan ver. 4 Page 17

19 Figure 6: Customer Segments Rider Ability Easy Intermediate Advanced Duration of Ride Half to One Day Weekend Multi-Day Level of Support Needed Freedom / Independent Supported (i.e. luggage) Fully Guided Quality of Accommodation Budget Midrange Premium (5 Star) The Dun Mountain Trail: Initial numbers will be mostly new domestic tourists drawn by its easy access (especially for weekend visitors from urban centres). In addition, visitors will be existing international tourists, primarily those visiting for the Abel Tasman Track and who can readily add another soft adventure to their time in the region. As the profile of the mountain biking facilities grows through promotion and further development, the number of new visitors seeking an intense mountainbike specific holiday will build. Tasman s Great Taste Trail: The initial market of day-trippers or short-trip visitors is likely to be domestic and international visitors already visiting Nelson. For this group adding one or two sections as an additional holiday activity on their visit itinerary is an easy option, and is likely to result in additional time for their visit. As the profile of the trail grows and further sections develop, the holiday cyclist market will increase, bringing more new visitors drawn primarily for the trail experience, and international visitors riding several of the NZ Great Rides. Visitor numbers (domestic and international) were estimated in the Feasibility Study. These numbers reflect the region s high level of existing (and growing) tourism and facilities, which provide a strong base for tapping into the current visitor market, as well as drawing in new visitors. The projections are for two cycle tourism market groups, those essentially looking for a rail trail type product (Tasman Great Taste Trail) and those seeking a mountain bike trail product (Dun Mountain Trail). 5.4 Local Market In the Nelson-Tasman-Marlborough region, cycling is the third most popular physical recreational activity for men (41%), fourth for women (31%) and fourth overall, with 43,600 of regional population (SPARC, 2009). The number of serious mountain bikers (MTBers) in Nelson-Tasman is 4,000-5,000. As a rule of thumb, club membership for the Nelson club - equals 10% of active residents. Nelson Tasman Cycle Trail Trust Marketing Plan ver. 4 Page 18

20 The projections of the Nelson-Tasman Regional Cycle Project (May 2010) suggested 4,000-5,000 potential local users for the Dun trail to ride the whole route at least once per year, and sections more often. Although the ride is not technically difficult, most riders will have some mountain biking experience. Potential local users of Great Taste Trail components, primarily doing day rides like the Coastal section, will be 8,000-10,000 (a combination of MTBers, serious road/recreational cyclists, and more occasional recreational riders). Trail use will vary from once annually to multiple trips. Counts taken since the trails have opened suggest that rider numbers have exceeded projections. Over 5000 rode the complete Dun Mountain trail in its first 12 months of being open; 13,500 have ridden the Tasman Great Taste trail to Mapua in the four months from November 2012 to February 2013; and anecdotal numbers for the Nelson to Brightwater section for the six months period June December 2012 are another 13,500 (we assume mostly locals). 5.5 Domestic NZ Cycle Tourists Sport NZ figures indicate that New Zealand has around 745,000 cyclists. BikeNZ estimates the number to be 1.5 million, and the Ministry of Tourism suggests 1.1m. The annual number of domestic tourists who cycle while on holiday in NZ has been estimated at 314,900 (Ministry of Tourism, 2008). Nelson is relatively accessible to large urban centres with many adults involved in cycling (Christchurch 133,000 cyclists, Wellington 107,000). Ministry of Tourism market research shows that location-based cycle tourism is the largest cycle tourism market, with around 270,000 riders annually using a base like Nelson to do a series of day/part day rides (probably as part of a longer holiday). Tasman Great Taste Trail user numbers: There is an estimated national pool of 138,000 cycle tourists using road-type facilities, and 176,600 riding off-road (which included both traditional MTB activities and the OCRT type riding). Indications are 25,000 plus NZ cycle tourists doing annual multiday holidays like the OCRT. In one OCRT user survey, 90% of respondents indicated they would ride another rail trail (Southland) if that was available. There are few other trails in New Zealand offering the same product level as the OCRT and thus competition for this product is limited. By the time the full Great Taste Trail route is operational, it will have an established profile from its two Stage 1 components (Nelson-Wakefield, Nelson-Mapua). The number of domestic visitors to Nelson-Tasman who may do a ride as an add-on is large (1.98 million total domestic visits 2008), and the trail is very accessible to the main urban markets for a weekend visit. Day-trip or short stay users of Grade 1 trails will either live nearby or will be in the area for other reasons (mostly holiday, but possibly also those who will fit in a ride during a work visit). The OCRT add-on user numbers are relatively low due to poor access, with rough estimates of 10,000-15,000 on shorter sections. In overseas settings the day-tripper cyclist to multi-day visit cyclist ratio is often 5:1, and as high as 10:1. Recent figures for the Abel Tasman track indicate 30,000 full track walkers and 111,000 day walkers. Dun Mountain Trail: The estimated New Zealand number of off-road domestic cycle tourists is 176,000 - but this includes rail trails. The New Zealand Cycleway market research suggests there are Nelson Tasman Cycle Trail Trust Marketing Plan ver. 4 Page 19

21 75,000 NZ MTB tourism riders, the Ministry of Tourism Cycle Tourism Profile indicates 31,300 annual cycle tourism visitors to Rotorua, and 20,000 for the Hurunui region. Both Hurunui and Rotorua are MTB destinations for casual visitors and an end point for major MTB events. Rotorua s figures are high due to multiple visits and a large number of events (bike/multisport). These figures can be referenced against the figures provided for Taupo (about 19,000) and Central Otago (17,000) which seem reasonable given the known levels of cycle tourism in those regions. Nelson holds annual MTB events that are popular nationally and internationally. For example, Nathan Faave has 10 events that include cycling, plus there is the Source to sea, Rainbow Rage, Coppermine epic, Lakes to ocean, Mid winter Break out, Konica Minolta Cycle Festival, Milk and Honey Race and Mussel Man events. There is an opportunity to get competitors to bring their families who can enjoy cycling the flatter parts of urban day rides and the Great Taste Trail. There is a large number of domestic visitors who may ride as an add-on (location-based) as the trail is very accessible to main urban markets for a weekend visit. MTB tourists (NZ and international) are willing to travel for good riding experiences. Table 1: Market Projections Annual Domestic riders Nelson-Tasman Regional Cycle Project (May 2010) Great Taste Whole Great Taste Part Dun Mountain Worst 10,000 20,000 5,000 Conservative 14,000 25,000 7,000 Optimistic: 16,000 30,000 9, International Cycle Tourists Annually, there are 42,100 international cycle tourists in New Zealand (Ministry of Tourism, 2008; 21,700 rode off-road, 22,400 road-based). New Zealand is not currently marketed as a cycle tourism destination and signage (with the Otago Central Rail Trail as an exception) at many riding areas (especially for mountain biking) is often marginal for out of region visitors. As the facilities gather profile through promotion and use the numbers of new visitors can be expected to increase. Australia: Cycling is the fourth most popular physical activity for Australian adults, and in 2007 around 1.6 million adults cycled. NZCT market research notes, there is considerable potential to grow the Australian market due to its close proximity and similar market demand characteristics with regard to cycling participation, which grew by 21% in the last year ( ). Many current Australian visitors to New Zealand participate in activities compatible with cycle tourism - around 33% of international nature-based tourism is by Australians. Around 68,600 Australians visit Nelson-Tasman annually; one third of these (those who might be involved in adventure tourism) is 22,638. If one quarter of those participated in cycling while in the region this would be a pool of 5,500 potential cycle tourists (8% of the region s Australian visitors). A MTB/other split is difficult to estimate, Nelson Tasman Cycle Trail Trust Marketing Plan ver. 4 Page 20

22 but a 1/4 MTB - 3/4 Nelson-Tasman Trail split would give 1,350 Dun and 4,125 Tasman Great Taste trail visitors. Of these, maybe 1/4 whole route and 3/4 day trip. The UK: Research by Mintel shows that 16% of Britons take cycle holidays (which equates to 10,700 of the region s 67,000 UK visitors). If one quarter cycled while in the region this would represent 2,675 potential cycle tourists. A MTB/other split of 1/4 MTB - 3/4 Nelson-Tasman Trail would give 668 Dun and 2006 Tasman trail visitors. Tasman trail visitors may be 1/4 whole route, 3/4 day trip. Germany: Up to 25% of Germans ride (on or off-road) while on holiday, but currently only 7% of German visitors to New Zealand do so. If 6.25% (one quarter of the potential 25%) of the region s 29,800 existing German visitors rode while in Nelson-Tasman that would equate to 1,862 annually. The MTB/other cycling split in Germany is around (3.5million regular MTBers), representing a 931 Dun and 931 Nelson-Tasman Trail split. Tasman trail visitors may be 1/4 whole route, 3/4 day trip. Two separate publications in German language are currently being written that advertise NZ cycle ways and specific mention is made of the Tasman Great Taste Trail and Dun Mountain Trail. Table 2: Market Projections Annual International Riders Nelson-Tasman Regional Cycle Project (May 2010). Australia United Kingdom Germany Projection Great Taste Dun Mtn Great Taste Dun Mtn Great Taste Dun Mtn Worst Conservative Optimistic: See Appendix 3 for more market analysis of annual visitor numbers. 5.7 Competitors and co-operation opportunities Out-of-region competition: The main competitors for the Nelson-Tasman Trails are other New Zealand trails offering similar features: a Grade 1 cycling experience with attractive scenery and good amenities - the Tauranga Moana Coastal trail, Thermal by Bike (Rotorua), and O Heretaunga Araua (Hawkes Bay) in the North Island, and in the South Island the Otago Central Rail Trail and the Wakatipu Trail. Other new trails (Alps 2 Ocean, Roxburgh Gorge and Clutha Gold) are less easily accessed and have fewer surrounding tourism attractions (and infrastructure) than the Nelson- Tasman region. Several of the other trails are shorter than the Nelson-Tasman Trail; O Heretaunga Araua (50km), and Tauranga Moana Coastal trail and Thermal by Bike (75km). The North Island trails are relatively accessible to large target markets but they have less varied scenery. Apart from the Napier and Tauranga trails, Tasman is a rare coastal trail, but one which adds inland pastoral, river valley and mountain elements. A competitive advantage the Nelson trails have over some of the other New Zealand trails is the benign climate. Summers are relatively mild, especially compared with the intense heat of inland Nelson Tasman Cycle Trail Trust Marketing Plan ver. 4 Page 21

23 Otago. Also, wind and rain levels are low and Nelson is often the first or second sunniest region in New Zealand. In winter, crisp, clear and still days are common, and mid-winter riding an attractive option, a feature which other regions will be unlikely to match. The mountain and beech forest setting of the Dun Mountain Trail (and the other regional MTB trails) differentiates it from North Island bush and backcountry rides. An advantage of the Dun Mountain Trail is the ease of access; out-of-region visitors can be on the trail within half an hour of landing at Nelson airport, which in turn has direct flights from major New Zealand urban centres. A big advantage for the Nelson-Tasman trails is proximity to Nelson city amenities. In addition to offering a backcountry bush and wilderness experience, riders can start and finish in the heart of a visitor-friendly city. Nelson is the fourth busiest airport in New Zealand and has easy access to Auckland, Wellington and Christchurch. Out-of-region co-operation: While other regions can be seen as competitors, there is also opportunity to work together to sell the New Zealand cycle experience and combined packages to overseas tourists, and offer new experiences to New Zealanders away from their home rides. Within-region co-operation: The NTCTT doesn t have exclusive access to the trails so must ensure that it works with other organisations promoting the region as a cycling destination. There is potential for overlap with other outdoor/cycling clubs, tour operators e.g. promotion, events, sponsorship and grants. The Trust has alliances with councils and central government, and increasing working relationships with other clubs and operators which will assist in designing niche products and services, and is discussing the concept of a regional cycle forum with them. Nelson Tasman Cycle Trail Trust Marketing Plan ver. 4 Page 22

24 6. Marketing and communications objectives The objective of the marketing plan is to market Nelson Tasman as the Heart of Biking and its Great Ride trails outside of the region, to build local awareness of the need to complete the Great Taste Trail to an off-road standard that meets the marketing presentation of a Great Ride, and to gain inkind support, donations, sponsorship and grants. The most important messages that will be communicated in this campaign are: Central and local Government funding to complete the Great Taste trail sections from Nelson/Richmond to Kaiteriteri and via Wakefield to Tapawera, to an off-road Great Ride standard is tight and needs local in-kind support and donations to be achievable. A further $4,000,000 is needed to complete the Great Taste Trail loop with off road trail from Tapawera to Riwaka. Take every opportunity to get more people involved. One location two great rides, and develop the slogan - Come take a bite of the Great Taste Trail meaning - keep coming back as it evolves to try new slices. There are four areas of focus (Figure 7), which will lead to increased sales and visitors: Branding - build and strengthen the brand. Product Development - develop a sustainable and self-funding regional tourism product. Partnerships - enhance partnerships and alliances with local and central government, private, business and community sectors. Visitors - grow number of visitors to the Nelson-Tasman Cycle Trails. Figure 7: Marketing Objectives Branding Product Development Partnerships Visitors Table 3: Key Performance Indicators No. Cyclists 7,000 14,000 21,000 28,000 $m Local Economy No. Official Partners No. Passports Sold 2,000 7,000 10,500 14,000 No. km Trail sold No. Friends K Group membership Nelson Tasman Cycle Trail Trust Marketing Plan ver. 4 Page 23

25 6.1 Draft Strategies, Actions and Performance Measures Objective 1: Branding Build and strengthen the brand Strategy Actions Completed (who/when) Performance Measures 1.1 Branding Extend use of NZCT Official Partner and Heart of Biking branding. NZCT NTCTT Executive Officer 1.2 Website Maintain a functional and informative website that promotes NTCTT s products and services. 1.3 Publications Enhance publications that promote the user experience. 1.4 Social Media Use top technology to reach customers. Increase use of New Zealand Cycle Trust logo and branding locally, NZ-wide and internationally Increase number of Nelson-Tasman business with Official Partner brand status Increase exposure of Heart of Biking branding locally, NZ-wide Enhance HOB website (so a one-stop-shop and the hone of biking): Trust and Trail information, weather info/links, event info/links, photo gallery, links to other websites/official partners, feedback from users, marketing data /user data, newsletters Web-site to generate income through: bookings percentage, Official Partner opportunity to enhance / purchase upgrade advertising Develop online brochures / material / tools -HOB, Great Taste, Dun Mountain, urban day rides wine, art and beer tours by bike and Mountain Bike Parks Newsletter or to Friends (volunteers), sponsors, virtual trail purchasers, Coastal 800K Group etc - quarterly HOB Brochure (trail map) - distribute far and wide, arrange for revision prior to each summer, must be self funding partners can buy advertising Cluster with other Trail promoters: art, wine, craft beer - include HOB in existing publications and have a presence on web-sites. Passport doubles as a publication to promote HOB QR code use in all publications, signatures, letterhead, signage etc Make it easy for people to contribute via website; Timing: Ongoing NTCTT Executive Officer Administrator Timing: Ongoing NZCTT Executive Officer Administrator Timing: Ongoing Paul Jennings Executive Officer Administrator No. Official partners end of: Web-site always contains latest up-to-date information Web-site pays for itself Brochure (trail map) is selffunding Passport in place Ratings, usage of website % Official Partners Advertise on

26 Objective 1: Branding Build and strengthen the brand website to link across all HOB social media Increase presence on Facebook (mass communication), LinkedIn (professionals, major stakeholders, Official Partners) Timing: Ongoing HOB web-site Objective 2: Product Development - Develop a sustainable and self-funding regional tourism product Strategy Actions Completed (who/when) Performance Measures 2.1 Passport Implement Passport and generate funds and publicity from its purchase. NTCTT Executive Officer 2.2 Grants and fundraising Fundraise to get the trail built and maintained. 2.3 Merchandise Licence brand use and support others to develop merchandise that promotes trails and region. Passport programme in place mid-2013 Passports in shops/offices of all Official Partners All Official Partners promote passport Tease out what funds from passport used for: construct trails, improve and upgrade trails, marketing, operate NTCTT. Develop a needs list and a Grant Plan for proactive applications Apply to agencies for targeted projects under $5,000 e.g. construction, signage, seats Start work on strategy for large grants ($100,000 +) for specific projects e.g. Kaiteriteri underpass, Spooner Tunnel, toilets Fundraise at Chamber of Commerce, Rotary Lions speeches at numerous philanthropic, sports and community groups. meetings and events Develop a brand usage, licencing agreement and fees for # or % of use. Ensure brand is trademarked Support supplier who want to provide merchandise like T shirts, cap, chain link badge, local souvenir products, cycling apparel (e.g. Aspiring Cyclewear) 2.4 Signage Signage indicating OP services off the trail and sponsor recognition. Timing: Soft Launch Mid 2013; fully implemented September 2013 Hugh Briggs Executive Officer Administrator Timing: Grant Plan in place end 2013 NTCTT Executive Officer Official Partners Timing: xx No. Passports Sold end of: , , , ,000 No Official Partners who: - Advertise in Passport - Have Passport in offices - Have Passport 30 stamp $ Grants received end of: 2013 $ 2014 $ 2015 $ $ Sales Nelson Tasman Cycle Trail Trust Marketing Plan ver. 4 Page 25

27 Objective 3: Partnerships - Enhance partnerships and alliances with local and central government, private and community sectors Strategy Actions Completed (who/when) Performance Measures 3.1 Official Partners Management Group Develop strong relationships with local operators that focus on marketing and business development. NTCTT Executive Officer Administrator Pete Pattullo OP Management Group meets seven times per year 3.2 Partnerships with major stakeholders Develop strong relationships with local and central government and local operators. Official Partners Management Group to operate Encourage all operators and suppliers achieve Official Partner status Ensure all OP receive information and complete registration process, payments etc. Provide OP tour products and trip planning information that: supports Trail users (via web and printed forms) and aids development of multi-day packages (guided / unguided, add on activities) Regular communication and a focus on business development and community engagement with: TDC, NCC, EDA & Nelson Airport, NZCT, MBIE, NTT, Chamber of Commerce, NZTE, local tourism associations and major sponsors (See 1.3 and 1.4) Leverage off the NZCT marketing and promotion Develop smart marketing partnerships with other cycling, recreation and tourism bodies. Consider organising a regional cycling forum Timing xx: NTCTT Executive Officer Chair Official Partners Management Group Timing: xx All Nelson-Tasman operators and suppliers are Official Partners. No. Official Partners end of: See 1K membership below 3.3 Friends, volunteers and supporters This community project needs skills and effort from its supporters (as an individual, a group or a business). Increase the number of friends - volunteers/supporters (50 at April 2013) Support activities of the Coastal $800K group Regular communication with friends - volunteers/supporters - invite them to donate and spread the word quarterly (See 1.3 and 1.4) NTCTT Executive Officer Administrator Timing: xx No. Friends end of: Virtual Trail The community shows support for trail construction by purchasing a segment of virtual trail. Sell trail can be small, medium or large quantities; and trail can be exchanged for in kind donations 1K club for purchases of trail one km or greater (current members are: Nelmac, Kidson, Radio Works, Nelson Airport and EDA) Kaye Hill of a2b ecycle produces the certificates Executive Officer Timing: Xx No. m virtual trail sold end of km km km km Nelson Tasman Cycle Trail Trust Marketing Plan ver. 4 Page 26

28 Objective 3: Partnerships - Enhance partnerships and alliances with local and central government, private and community sectors Signage on trails - telling people that you too can own and also promoting major purchasers (1K Club); indicate who owns that strip. 1K group membership Objective 4: Visitors: Grow number of visitors to the Nelson-Tasman Cycle Trail Strategy Actions Completed (who/when) Performance Measures 4.1 Promotion Promotion is funded by official partners interacting with the brochure and passport. Executive Officer OP Group Measure media coverage 4.2 Market Research Identify needs of key market groups and Trail Association members. 4.3 Community Awareness Increase the awareness the Trust and use of the Heart of Develop a Public Relations/Media Plan : newspaper, community publications, magazines, international media via Tourism NZ (construction update, funds raised, events, OP profiles, awards) Ongoing marketing e.g. contribute prizes in various campaigns, forward editorial to selected publications Distribute information on Trails by piggybacking on partners marketing initiatives: travel trade, TRENZ, Tourism New Zealand, operators, guidebooks. Associate with top 10 National Geographic great rides overseas, publicity in overseas publications; and promotion at cycling events e.g. Adelaide, Melbourne Nelson and Taupo. Seek marketing and tourism advice/ services from NTT; work with other 22 Great Rides to ascertain standard outcomes and identify differences Trail user survey - work with NMIT and TDC to conduct market research on local Trails. Understand who trail attracts, how find out about it, expectations and satisfaction levels, how much spending and on what, what improvements needed etc. Trail counters - put on GTT to capture data. Counters already on Dun Mountain (NCC) Develop Public Relations/Media plan (see 4.1) Prepare a Marketing Activity Calendar activity by month for each strategy and objective. Timing: PR/Media Plan in place end 2013 NMIT NZCT Executive Officer OP Group Timing: Trail counters Feb 2014 NTCTT Executive Officer OP Group Trail counters in place Feb 2014 User Survey carried out summer 2014/15 or 13/ : Trail listed as one of top 10 rides in NZ Nelson Tasman Cycle Trail Trust Marketing Plan ver. 4 Page 27

29 Objective 4: Visitors: Grow number of visitors to the Nelson-Tasman Cycle Trail Biking Brand. October Nelson cycle festival week - lottery with prize of virtual trail, food and accommodation December Coastal route launch event with Mapua to Kaiteriteri link open Timing: PR/Media Plan in place end : Trail listed as one of top 20 rides in World 4.4 Trail Riders Ultimate measurement of success is number of riders. Increase numbers riding trail (local, domestic and international) Increase money put into local economy New Zealand and International recognition of HOB NTCTT Executive Officer OP Group Timing: xx No. Trail Riders by end of: , , , ,000 $ into local economy by end of: 2013 $5m 2014 $10m 2015 $15m $20m Nelson Tasman Cycle Trail Trust Marketing Plan ver. 4 Page 28

30 6.2 Draft Cycle Trail Marketing Activity Calendar May June July Aug Sept Oct Nov Dec Jan Feb Mar Apr Branding Re-registering of existing OPs & continued sign up new OPs PM visit and Presentation to Tourism NZ Board 1.2 Website Review web site objectives Trust & OPs Continue signing up new OPs Explore branding opportunities and implement 1.3 Publications HoB brochure to be revised and redistributed nationally 1.4 Social Media OP Management Group social media education project 2.1 Passport Passport completed, distributed to POSs and promoted 2.2 Grants Grant plan developed Passport 2 nd edition? Passport sales 2.3 Merchandise Merchandise licensing policy developed 2.4 Signage Agree trail signage for OPs and sponsors & install Nelson Tasman Cycle Trail Trust Marketing Plan ver. 4 Page 29

31 May June July Aug Sept Oct Nov Dec Jan Feb Mar Apr 3.1 Official Partners Management Group 3.2 Partnerships stakeholders Regular meetings and develop OP initiatives Explore regional cycling forum Regional cycling forum? 3.3 Friends/ volunteers/ supporters 3.4 Virtual Trail Reprint VT bookmarks 4.1 Promotion PR - Stage 1 completion Unveiling of airport map Initiate regular friends updates Continued VT sales Develop PR/media plan local, national and international, & implementation 4.2 Market Research 4.3 Community Awareness Purchase & install trail counters Identify key events NMIT trail use survey Purchase more trail counters as needed/affordable Coastal section launch? Presence at key local events 4.4 Trail Riders Regular downloading of trail counters Nelson Tasman Cycle Trail Trust Marketing Plan ver. 4 Page 30

32 Appendix 1: Heart of Biking Trails

33 Appendix 2: Partnerships Nga Haerenga, The New Zealand Cycle Trail The idea to build a network of cycle trails arose in February The aim was not only to provide a healthy and enjoyable way for Kiwis and international visitors to see the country, but also to generate economic, social and environmental benefits for our communities. The vision for the New Zealand Cycle Trail (NZCT) is to generate lasting economic, social and environmental benefits for our communities through a network of world-class cycling experiences. The objectives of the New Zealand Cycle Trail are to: Deliver short and long-term economic benefits to regions. Provide high-quality assets that offer world-class cycling experiences and enhance New Zealand s competiveness as a visitor destination. Maximise complementary benefits, e.g. health, environment, commuters, and events sector. Engage communities. The brand for the New Zealand Cycle Trail is an important asset for all those involved in Nga Haerenga. Ultimately it is the epitome of the consumer experience. The brand promises the New Zealand Cycle Trail is a whole new take on exploring New Zealand. NZCT s collective role is to inspire and challenge people to discover and connect with New Zealand in a whole new way. The New Zealand Cycle Trail includes a world class network of Great Rides throughout New Zealand - all distinct and special in their own way. Nga Haerenga means the journeys, both in a physical and spiritual sense, which is the experience the New Zealand Cycle Trail offers. The Brand Values of the New Zealand Cycle Trail: Genuine we welcome visitors and offer real local experiences, creating memories that are truly New Zealand made and about good times. Supportive we share our knowledge and our achievements, we work together and our recommendations focus on being great hosts and ensuring our visitors get the most valuable experience they can. Reliable we do what we say, we are honest and we place safety at the centre of what we do. Proud we are proud of our local area, respectful of our land, our history and our enterprise and we tell great relevant stories about all the reasons why. Energetic we are progressive and we are not afraid to give something a go; we strive to achieve our goals even when they are tough. The New Zealand Cycle Trail logos and colours are easy identifiers for customer recognition. Heart of Biking is able to use the branding alongside its own. It is important to understand and present the New Zealand Cycle Trail consistently. Great Ride s are authorised to use the New Zealand Cycle Trail s main logo, in conjunction with a Trail logo (as long as follow the NZCT Brand guidelines). Benefits of the New Zealand Cycle Trail: World Class cycle trails Relaxed fun or healthy exertion..you choose Unexpected delights every day Variety of trails from easy to advanced Sense of achievement at the end of the day s ride Go green Breath taking views Fresh tastes of local food, wine, beer Discover interesting histories, art and craft Meet the locals along the way Making remote parts of New Zealand more accessible Time to connect with friends, family and places you visit

34 New Zealand Great Trails: Great Lake Trail Hawke's Bay Trails Mountains to Sea Thermal by Bike Waikato River Trails Alps 2 Ocean Cycle Trail Clutha Gold Trail Great Taste Trail Queen Charlotte Track St James Cycle Trail Hauraki Rail Trail Motu Trails The Timber Trail Twin Coast Cycle Trail Around the Mountains Dun Mountain Trail Otago Central Rail Trail Roxburgh Gorge Trail The Old Ghost Road West Coast Wilderness Trail The Queenstown Trail The New Zealand Cycle Trail Establishment Advisory Board was established in February 2013 and the press release that accompanied its announcement follows: The New Zealand Cycle Trail Establishment Advisory Board that has been set up to oversee the transition of the Nga Haerenga, The New Zealand Cycle Trail, to a new governance entity, met for the first time last month. A joint initiative between the Green Party and the Government, the New Zealand Cycle Trail is currently managed by the Ministry of Business, Innovation & Employment (MBIE). Cabinet agreed late last year to steps to transition the on-going governance to a new entity that is driven by the trails themselves and progresses the shared objectives of growing regional and national economic benefits from the Great Rides. Lisa Barrett, General Manager of Tourism, Sectors, Regions and Cities at MBIE, says the governance structure will enable the local organisations that built and now operate the regional trails to collectively lead the future development of the New Zealand Cycle Trail. The Government invested $50m into the New Zealand Cycle Trail which was boosted by community contributions of $30m to create this remarkable and popular new tourism asset, Mrs Barrett says. The role of the Establishment Advisory Board is to make sure government has a clear understanding of the needs of the Great Rides when we formally create the future governance entity. The board members represent the Trail network and bring regional and tourism experiences to assist with the setup of this new entity. We anticipate that the new governance structure will take effect later this year and this will signal an important milestone for the New Zealand Cycle Trail. With 23 Great Rides expected to be completed in 2013, New Zealand now has the opportunity to market and operate a truly world class tourism and recreation asset. By shifting governance to the network of Great Rides, local people and groups will be key contributors to the growth of the network and the benefits the trails bring to their region. MBIE will continue to manage the contractual agreements for the cycle trails that are still under construction. The long term vision for the New Zealand Cycle Trail is of creating a nationwide cycling network that attracts more international visitors and gets more New Zealanders cycling. MBIE, DOC, NZTA and Tourism NZ - as key stakeholders in the New Zealand Cycle Trail - would maintain close and supportive relationships with NZCT Inc to ensure government activity in areas such as destination marketing helps to grow the value of the Government s investment in the Great Rides. The New Zealand Cycle Trail Establishment Advisory Board comprises: Richard Leggat (Chair) - Chair of BikeNZ and a Board member of Tourism New Zealand and Education New Zealand. Adair Craik- Chartered Accountant from Oamaru and the Alps 2 Ocean Trail representative. Neville Grubb - Managing Director of Trail Journeys and the Otago Central Rail Trail representative.

35 Nigel Muir - CEO of Sport Tasman and the Dun Mountain and Tasman Great Taste Trails representative. Phil Rossiter - Group Sustainable Development Manager at Solid Energy and the Old Ghost Road Trail representative. Kathy Sheldrake - Event Management Company Director from Gisborne and the Motu Trail (Opotiki) representative. Heart of Biking Official Partners (May 2013) A Culinary Experience Luxury Bed and Breakfast a2becycle Ltd About "N Out Ltd - Move Nelson Segway Tours Accent House Accents on the Park Adventure South Almond Backpackers Almyra at Kina Coastal Retreat Air Nelson Amazing Space to Taste Biking Nelson Brightwater Motor Inn Bush Walk B&B Café Affair Cats Pjamas Chocolate Dog Corru Gate Dunpuffin Railway Cottages EDA Edens Edge Backpackers Escape Adventures Fernwood Holiday Park Fords Restaurant and Bar Nelson Forest Fusion Fossil Ridge Founders Brewery and Café Golden Bear Brewing Company Grand Mecure, Monaco Greenwood Active Health Hamish's Ice cream Parlour Harakeke Farms Harley Ridge Estate/Ansarli Estate Harrys Hat trick Lodge Motueka Hazelwood Honest Laywer HQ Café Idesia BnB Jester House Kahurangi Estate Kaimira Wines Kershaw House Kimi Ora Leaping Lords Limited (McDonalds Richmond) Light house Brewery Mapua District Business Association Mapua Leisure Park Mapua Smokehouse Mapua Waterfront B&B Accommodation McCashins Brewery McGlashen Pottery Middle-Earth Wine Milcrest Estate Vineyard & Accommodation Millers Acre Café & Creperie Milnes Beatson Ltd Accountants Ministry of Health More FM Morrison Street Café Motueka Isite Motueka Top 10 Holiday Park Moutere Gold Moutere Hills Vineyard Moutere Inn Nature's Table/Olive Mountain (Fridman Holdings) Nelmac Nelson Airport Ltd Nelson Bays Brewery Nelson City Holiday Park Nelson Cycle Hire Nelson Vineyard Cottage Neudorf Vineyards New World Motueka NZ Motel Assn - Nelson Branch O2B Healthy Limited

36 Oka Cottage Our Town Motueka Palms Motel PetiteFleur Picot Productions Ltd Prices Pharmacy Proper Snack Foods Ltd Richmond Motel and Top 10 Holiday Park Richmond Unlimited Riverside Community Riwaka River Estate Resurgence Wines Riwaka Hotel Robbies Beer Café Rutherford Hotel Seifried Estate Simply Wild Ltd Split Apple Lodge B&B Sprig & Fern Stewart Cycle City Tahuna Beach Holiday Park Te Kapowai the Dragonfly Te Mania Wines/Richmond Plains The Appleshed The Gentle Cycling Company The Gothic Ltd The Salad Bowl Trail Journeys (Mapua Ventures Ltd) (Mapua Ferry) Trailjourneys Cycle Tours Trailways Ubike VeloVino Village Cycles Wakefield Tearooms and Gift Shop Wheelie Fantastic Cycle Hire & Tours White Elephant backpackers Wilsons Abel Tasman World of Wearable Arts Zumo Coffee Company Business Sponsors and Supporters Amanda Young APL Property Nelson Ltd Boys College Canterbury Community Trust Cats Pjamas Ching Contracting Ltd Concrete and Metals, Motueka Cotton & Light Ltd EDA Elaine Valk Enviroplus Fulton Hogan Ltd Gentle Cycle Company Gibbons Goldpine Greenwood Medical Centre Innovations Nelson Ltd Intepeople Kaye Hill Kershaw House Kidson Construction Milnes Beatson Accountants More FM Motueka High Motueka Rotary Club Neiman Creek Nelmac Nelson Airport Nelson City Council Nelson Rotary Club Network Tasman Trust Nick Barber & Associates Ltd NPI Opus PF Olsen Prices Pharmacy Queen Street Farmer Ranzau Road Ravensdown Richmond Rotary Club Riwaka Farmer Sports Tasman Tasman District Council Taylors Contracting Thelin Construction Waimea College Wakatu Rotary Club

37 Grant Agencies BP Vouchers for Volunteers Canterbury Community Trust Caversham Foundation Community Organisation Grants Scheme Cuesports Foundation Limited Department of Internal Affairs Community Development Group Eureka Trust Lion Foundation Lottery Community Facilities Fund Lottery Community Sector Research Fund Lottery Environment and Heritage Fund Lottery Significant Projects Fund Mainland Foundation Limited New Zealand Community Trust The Canterbury Community Trust The J C Downing Foundation The McKee Trust The Ron D & E A Greenwood Environmental Trust The Southern Trust The Tindall Foundation Todd Foundation - Centenary Fund Trillian Trust TSB Trust Fuel only and cannot be used to purchase other goods. Amateur sport, community events, cultural events, research. Need to show that there is a direct benefit to the local community. Promotion and development of community organisations that are beneficial to the whole or a section of the community. To assist groups to plan and evaluate their goals and achievements, draw up a funding plan and who to apply to. Refer to website for details. Amateur sport, relief of poverty or welfare assistance, educational scholarships or equipment, cultural and philanthropic activities. Community facilities that support participation in community activities and social interaction, to foster cohesion and strengthen communities. Carry out research or evaluation projects (independently or with a suitable research partner), that will foster the development and application of knowledge Projects which promote, protect and conserve New Zealand's natural, physical and cultural heritage Major community based projects with a range of benefits contributing to wider community, regional and/or national outcomes. Various projects - refer to website for examples. Main focus is to provide funds for amateur sport. We also support other important causes, including rescue and life saving services, arts and community groups and education. Sport, Recreation & Leisure, Economic, Employment & Environment, Heritage Projects, Community Services & Facilities Innovative projects to empower human capabilities and enrich our environment. Small projects for community, women, children or disabilities. Conservation & environment (not education) Various projects Caring for our environment and preserving community biodiversity. Includes Environmental Education and Habitat Protection, Encouraging Enterprise and Employment. Projects of national or regional significance - each year a specific theme is selected: Environment & Conservation, Health & Science, and Arts & Cultural Heritage. Various projects Communities better places for to live - social, economic, recreational, cultural and environmental

38 Heart of Biking Brochure ( )