ACTION PLAN 2014-2016 C U M B R I A A D V E N T U R E C A P I T A L U K
INTRODUCTION and its partners reviewed and revised the Adventure Capital Strategy for Cumbria a policy document which was first prepared to guide the development and marketing of outdoor adventure and recreation in the County and to stimulate new investment in the sector. The revised strategy sets out the next steps in Cumbria s vision. ACTION PLAN 2014-2016 C U M B R I A A D V E N T U R E C A P I T A L U K TO BE RECOGNISED AS ADVENTURE CAPITAL UK BY 2018 WITH AN UNRIVALLED REPUTATION FOR OUTDOOR ADVENTURE 03 A FOCUS ON WALKING, CYCLING AND WATERSPORTS 04 DEVELOPING A YEAR ROUND CALENDAR 04 MAKE BOOKING EASY 05 HUB AND SPOKE APPROACH 05 GETTING THE BASICS IN PLACE 06 EXTENDING FAMILY FRIENDLY FACILITIES 07 ADRENALINE DEVELOPMENTS 07 PROMOTING INDIVIDUAL CHALLENGES AND HEALTH 08 MARKETING, BRANDING AND INFORMATION INFRASTRUCTURE 08 INCREASE APPRECIATION OF SURROUNDINGS 09 PROMOTE CUMBRIA AS AN ALL YEAR ROUND DESTINATION 10 IMPLEMENTING THE ACTION PLAN 01
ADVENTURE CAPITAL: FROM STRATEGY TO DELIVERY 1. FOCUS ON: WALKING, CYCLING & WATERSPORTS An outdoor industry generating some 330m to the Cumbria economy annually through recreation activity, retail, overnight stays, and food and drink spend. THE COUNTY HAS ALREADY MADE SIGNIFICANT STRIDES TOWARDS THIS VISION WITH:- These activities make the most of the natural Cumbria has the highest concentration of outdoor retailers in Europe, environment and outdoor heritage of Cumbria but generating 70-80m of estimated revenue. In addition some 17 outdoor also present strong market growth opportunities. equipment and clothing brands have offices and distribution networks Walking remains the most popular activity for visitors within Cumbria. with some 53% undertaking at least a short walk 100+ Outdoor Activity centres employing around 2,000 people. during their stay (Cumbria Visitor Survey 2012) Developing as a county of excellence for the provision of outdoor but there is scope for further growth through the centres for people with disabilities and those that are disadvantaged, development of longer distance routes such as such as the Calvert Trust and the Brendrigg Trust. the Cumbria Coastal Path. Cycling is the second fastest growing sport in terms of national The major presence of education, training and development participation- a range of facilities and routes are organisations such as the Brathay Trust, the IMPACT Group, YMCA, required to cater for mountain, road and family Outward Bound and the Field Studies Council. cycling markets. A tourism infrastructure to accommodate 5 million staying visitors per annum. There are also missing links in some long distance The highest density of YHA and independent hostel accommodation routes. Similar gaps exist for the provision of in the UK. accessible, pay as you go water sports activities 2,137 km of public footpaths and 875 km of public bridleways in Lake both on the coast and inland waters. Indoor climbing District, as well as extensive tracts of CROW access areas walls and via ferrata routes are ideal for the dabbler and common land. market and a stepping stone before scrambling and rock climbing out of doors. Several well established long distance trails and national cycle routes. A world class physical environment highest mountain, longest lake, deepest water. A world class natural environment some 15% of the County is designated as Sites of Special Scientific Interest, numbering 278 sites, Cumbria has more SSSIs than any other English county. Nationally recognised and designated landscapes associated with the and the Yorkshire Dales s and Cumbria s 3 AONBs. In addition the less well-known areas such as the beaches and marinas of the West Coast, the Howgill Fells, Morecambe Bay, the Duddon and Solway estuaries, Hadrian s Wall, and the Eden Valley 1.1 Complete stages 1 & 2 : Allonby to Silecroft (91km) Natural England Extend Cumbria Coastal Path 1.2 Promote and Sign and Cumbria County waymark new waymark route Council Cumbria Cycleway Eden District Council South Lakes District Council Sustrans 1.3 Eden Source to Sea Cycle route all provide excellent opportunities for adventure activities. A deserved international reputation for its outdoor adventure cultural heritage, from Alfred Wainwright, the world s first and longest running Waymark and promote route Eden Rivers Trust HLF Round Thirlmere cycle route and facilities Construct safe road crossings or tunnels on A591 to connect route construct cycle hub facility United Utilities End 2016 1.5 Route way marked and promoted Morecambe Bay Partnership Sustrans Coastal Communities Fund Fell Challenge the Bob Graham round and as the birthplace of rock climbing - the first solo ascent of Napes Needle took place in 1886. ADVENTURE CAPITAL UK IS NOW FIRMLY RECOGNISED BY CONSUMERS AND VISITORS TO CUMBRIA AS WELL AS EMBEDDED IN THE PLANS AND STRATEGIES OF A RANGE OF ORGANISATIONS AND HIPS ACROSS THE COUNTY. IN PARTICULAR THE LAKE DISTRICT NATIONAL PARK HIP PLAN INCLUDES ACTIONS TO DEVELOP THE LAKE DISTRICT S OUTDOOR FACILITIES AND REPUTATION AS PART OF ADVENTURE CAPITAL WHILST SAFEGUARDING THE SPECIAL 1.4 QUALITIES OF THE NATIONAL PARK. THIS PLAN BRIEFLY OUTLINES THE STRATEGIC APPROACH WHICH HAS BEEN AGREED BY ACROSS CUMBRIA AND SETS OUT THE ACTIONS WHICH ARE EITHER IN THE PIPELINE OR CONSIDERED TO BE OF PRIORITY OVER THE NEXT FEW YEARS TO DELIVER THE VISION OF CUMBRIA WITH AN UNRIVALLED REPUTATION FOR OUTDOOR ADVENTURE. 02 Morecambe Bay Cycleway Summer 2015 03
DEVELOP A RICH CALENDAR 2. OF OUTDOOR EVENTS, FESTIVALS AND COMPETITIONS entry level. When developed together with other consumer services including food, drink and retail a significant commercial opportunity exists. Adventure activity hubs particularly for indoor facilities should, where possible, to co-ordinate, arrange service provision, spread the season, minimise impact on local communities, generate overnight stays, support the lesser known areas of the county and take responsibility for repairing any damage. The guidance toolkit SORCE (Sustainable Outdoor Recreation Challenge Events) should be used across the County to minimise the environmental impact of events (see action 10.3) 2.1 Maintain events Set up and promote Cumbria County calendar for digital calendar Council County Event organisers 2.2 Host new outdoor challenges and events in Cumbria Event Organisers One new event annually 2.3 Sustain and grow Annual increase Event Organisers the Mountain in ticket sales Festivals in Kendal and Keswick Local Authorities Private sponsors Keswick Tourism Association A HUB AND SPOKE APPROACH Clustering indoor and outdoor facilities into distinctive hubs which become the focus for adventure activities from but careful planning is required to minimise negative impacts. There is a need for event organisers 4. be within rural service centres such as Keswick, Ambleside and Kendal to further sustainable development principles. Outdoor adventure facilities and activities are more likely to be geographically dispersed and should be seen as the spokes, with a focus on sustainable transport options linking the hubs and spokes. 4.1 Encourage ne w Development of and enhanced new facilities outdoor facilities/ services in Keswick, Kendal & Ambleside Local Authorities 4.1 Promote transport services from hubs to outdoor facilities - eg bike bus Go lakes Travel Partners Autumn 2014 2015 Ambleside-Newby Bridge Bike Bus Brockhole-Wray Bike Boat 2014 season Cumbria CC / Stagecoach 5. THE PHYSICAL INFRASTRUCTURE GETTING THE BASICS IN PLACE 3. RAISING AWARENESS AND MAKING BOOKING EASY Further investment is necessary to look after and get the basics in place. This includes the management and maintenance of the county s footpath and trail network, easier transport links to and between adventure Further distinctive marketing work is needed to reposition Cumbria as the leading outdoor adventure destination with access to all. This needs to be complemented with essential visitor information about activities and easy ways to book. facilities, co-ordinated information provision and booking arrangements and support/networking for the county s outdoor businesses. This will form a crucial (and majority element) of the next phase of activity and will require commitment from a wide range of public organisations, private businesses and community partnerships. In particular a new Access and Recreation Strategy has been prepared by the County Council and its partners (April 04 3.1 Annual campaign with web material, PR and collective branding. Promotion and marketing of destination for outdoor adventure 3.2 Increase on-line Increase nos. of booking capability companies signed for outdoor industry up to the scheme. 3.4 Promote widespread use of Adventure Capital Branding 3.5 New mountain Launch of Biking website for www.mtbthedales.org.uk the Yorkshire Dales Increased use of branding Yorkshire Dales Outdoor operators 2014) which will set out the challenges and priorities for the extensive network of footpaths and bridleways in Cumbria. Delivery of this strategy will be a crucial to the success of the Adcap Programme. Fix the Fells Cumbria County Council, Cumbria Access Forum Volunteer Groups 5.1 Fix the Fells and Footpath repaired wider footpath annually management activity 5.2 Wasdale Installation of National Trust Management Plan toilets and - parking and car park toilet facilities LDNP South Copeland Tourism Group Wasdale PC Autumn 2014 5.3 Increase bike carrying/storage on Boats/Buses Stagecoach Bus operators Boat Operators Outdoor operators AdCap Partners Outdoor operators Bike Hire outlets Number of bike Go Lakes Travel carry and storage facilities installed Spring 2014 05
6. EXTENDING THE RANGE OF 7. FAMILY FRIENDLY FACILITIES This would involve the development of new and enhanced facilities (both indoor and outdoor) to attract and cater for the growing interest in outdoor adventure. These should be primarily focused on the dabbler ADRENALINE DEVELOPMENTS TO ATTRACT A COMMERCIAL MARKET AdCap is not about providing a significant number of new adrenalin facilities as the emphasis is more about improving our existing infrastructure. However there is a need for a few new facilities to further the profile and and family markets and will be of benefit to the wider community in Cumbria. Examples of this are the brand of Cumbria- Adventure Capital UK and appeal to a niche market. Such activities however must be within the family friendly cycle and segway trails planned at Grizedale and Whinlatter forests, accessible water environmental limits of the area and should not detract from the wild and remote character of many parts of Cumbria. sports facilities on the coast and inland lakes, long distance walking and cycling trails across and around the county, accommodation developments, showering and changing facilities. Most of the schemes in this category will need to be commercially sustainable, marketed and managed by operators. 6.1 Zip Trekking at Grizedale Installation of course Go Ape Forestry Commission 6.2 Round Thirlmere Cycleway Launch and promotion of linked route 6.3 Whinlatter Forest family friendly cycle trails Opening of new routes 6.4 Seascale to Construction of traffic Cumbria CC Gosforth Cycle Way free cycleway Parish Councils Sustrans 6.5 Ferry Nab Adventure Planning consent Centre, Bowness for new facilities Private Sector 6.6 6.7 Forestry Commission South Lakeland District Council Early 2015 Indoor Via Ferrata / Opening of new VF Zip Wire at Honister Route to public 7.2 West Lakes Xtreme Planning approval Indoor Adventure for development Centre at Cleator Moor 7.3 Ice Climbing Wall, Keswick Installation of new ice wall Honister Slate Mines Summer 2014 Regen NE Copeland. Copeland Borough Council (King Kong) 2016 Autumn 2014 8. PROMOTING INDIVIDUAL CHALLENGE AND HEALTH BENEFITS: Whilst it remains important to provide accessible entry level facilities and opportunities for dabblers, Adcap must Tree Top Trek Parcours course, Brockhole also inspire individuals to challenge themselves and extend their personal experiences in the great outdoors. This can be encouraged through long distance trails, events and self guiding information in the more remote Installation of junior nets course Tree Top Treks Mid 2014 Installation of new public jetty and footpath/cycle links South Lakes District Council YMCA Mid 2015 6.9 Mid 2015 South Lakes District Council YMCA Lakeside, Windermere parts of the county. It remains crucial that Cumbria can continue to offer wild and remote experiences. 8.1 Ullswater Outward New changing / Bound- Watermillock education facilities installed Outward Bound Trust 6.10 Brockhole Water sports facilities Enhanced facilities for watersports constructed Lakes Leisure 6.11 High Ropes and other facilities at Clip and Climb, Maryport Extension of existing course Carlisle Leisure Allerdale BC High Ropes in Keswick Installation of Carlisle Leisure new course 6.12 Summer 2014 7.1 Fell Foot Country Installation of new National Trust Park, Newby Bridge water sports facilities 6.8 06 United Utilities 2016 Allerdale BC Keswick Town Council Promote Mountain Programmed events Event Managers Marathon throughout the year Challenges, Chill Swims, Lakeland Trails and similar events in Cumbria 8.2 Nurture Lakeland As and when Long distance Trails/Cycle routes New routes Various established and promoted Natural England 8.3 Half Marathon scheduled for October 2014 and 2015 Private Sponsors Cumberland Building Society Great Cumbrian Run Carlisle Leisure October 2014/2015 07
9. SUPPORTING MARKETING, BRANDING AND INFORMATION INFRASTRUCTURE The outdoor industry in Cumbria needs to be supported by a strong brand development, marketing and information network to enable partners and operators to manage their businesses under an Adcap umbrella with confidence. It also needs to extend the opportunity for visitors to choose and book their adventure in advance of their trip. Communications needs to embrace the youth market through social media channels. Resources are also needed to co-ordinate what is a fragmented network of small outdoor businesses- many of them established as much for the lifestyle rather than ambitious growth. 9.1 Adcap and Country Network established Sports Business Growth Network 9.2 Collective AdCap Marketing and Branding Programme of marketing 9.3 Outdoor Industry Association Conference in Cumbria 2015 Conference held at Outdoor Industries Low Wood Bay March Association 2015 with 150+ delegates Defra End September 2015 Cumbria Chamber of Commerce LDNP Outdoor Industry sponsors 11. PROMOTE CUMBRIA S ALL YEAR ROUND AND 4 SEASONS OFFER Cumbria is also unique in being able to provide access to adventure virtually throughout the year and in a wide range of weather conditions. This should be marketed as a positive advantage for the county- particularly in conjunction with high quality indoor facilities such as climbing walls and exhibitions/events. On Going 11.1 Market all year Delivery of marketing round outdoor offer campaign partners 11.2 Promote positive New facilities planning framework permitted and built for development of by operators new indoor facilities District Councils and Private operators Autumn 2015 March 2015 10.OPPORTUNITIES TO INCREASE PEOPLE S APPRECIATION OF THEIR SURROUNDINGS Cumbria has many inbuilt advantages over competing adventure destinations- not least its mountains, lakes and woodlands. Adcap activities and events can be an ideal way to educate and encourage appreciation of the landscape, nature conservation and the area s cultural heritage. Events can be used to inform participants about sustainable transport opportunities and offer alternative transport to the private car. These opportunities are a pathway of development for people to connect with the environment in future. IMPLEMENTING AND MONITORING THE ACTION PLAN The Adcap Action Plan sets out a range of actions to deliver the revised strategy over the next 2-3 years. It also sets out a number of milestones to achieve along the way. The delivery of the action plan will be through a wide range of organisations and private sector businesses; inevitably given the reduced funding available to public sector bodies the private sector will need to identify and take forward the commercial prospects 10.1 Fix the Fells Restored paths Fix the Fells Voluntary Work National Trust Ongoing 10.2 Industry training Events held Nurture Lakeland events 10.3 Extend use of SORCE toolkit amongst event organisers and increase visitor giving December 2016 and opportunities which come with Adcap. Hopefully the organisations involved in delivering the various activities in the plan will use it to prioritise their own work and resources. There will also be a link to the actions and priorities in the Cumbria Destination Management Plan 2014-16. Clearly the plan is only current at the time of writing. New projects and schemes will come on stream whilst others will fall away as a result of market failure or changing popularity. For this reason we plan to review the Plan every two years, ensuring that its general direction and priorities remain appropriate. Progress in the delivery of the Plan will be monitored regularly, reporting every 6 months to the Adventure 08 Increase in Visitor Nurture Lakeland Giving donations from 5 events annually Capital Strategy Steering Group. Progress will also be reported to the Partnership and other interested bodies such as the Local Access Forums. will maintain its leadership role in marketing and administering the Adventure Capital programme providing that it can generate public and private sector funding to cover these costs. In the short term this has been made possible through the Cumbria Rural Growth Network - beyond April 2015 this situation will need to be reviewed. 09
CUMBRIA TOURISM: INFO@CUMBRIATOURISM.ORG WWW.CUMBRIATOURISM.ORG, Windermere Road, Staveley, Cumbria LA8 9PL, UK