ESTABLISHING AND PROMOTING A NETWORK OF LONGER DISTANCE ROUTES IN SCOTLAND PROJECT PROPOSALS This paper sets out SNH proposals for establishing and promoting a network of longer distance routes in Scotland. It is informed by SNH research and policy development, together with discussion and feedback from key stakeholders. Our proposals cover Introduction Definition, vision, aims and outcomes of a network of longer distance routes Initial listing of longer distance routes in the branded network Strengthening and enhancing the longer distance route network Developing collective branding and marketing to promote the network of longer distance routes in Scotland Developing new partnership working arrangements 1. SNH s vision, as set out in Enjoying the Outdoors (2007), is to improve opportunities for participation in outdoor recreation for the social, health and economic benefit of Scotland s people. Paths and Places (parks and nature reserves) are key mechanisms that encourage access to and enjoyment of Scotland s outdoors. Paths linking people, places and nature (2010) recognises the contribution made by the range of paths in Scotland, with local path networks supporting everyday needs for outdoor recreation and active travel, long distance routes providing opportunities for more extended journeys and healthy activity holidays, and upland paths providing sustainable access to our finest mountain landscapes. Definition, vision, aims and outcomes of a network of longer distance routes (LDRs) 2. We want to modernise our approach to long distance routes and embrace the wider family of routes suitable for multi-use journeys. Consequently, we ve set out what we mean by a network of longer distance routes, the aims of establishing this network and what we hope it will achieve. These statements position longer distance routes in terms of other access provision, recognise the wide range of benefits they provide and reflect the Scottish identity of the product we offer. Definition 3. We propose the following definitions, to cover both user and managerial perspectives: Scotland s network of longer distance routes consists of nationally and regionally promoted trails for journeys by foot, bike, horse or canoe. These routes provide opportunities for all to discover and enjoy the best of Scotland s nature and landscapes and to experience its history and diverse cultural heritage. (outward-facing, customer-focused definition) 4. The LDR network is a national resource for tourism, recreation and active travel that integrates with and complements the National Cycle Network (NCN) and other path provision. It provides economic, health and social benefits for the local communities that it passes through. Routes have been developed in consultation with stakeholders and are endorsed by the access authority. (inward-focused, management-focused definition) Vision 5. We propose the following vision: Scotland s network of longer distance routes is a nationally and internationally recognised product that provides high quality experiences for a wide range of users to undertake multi-day journeys and day trips on well managed trails throughout the country.
Aims 6. While each route has its own character and will be promoted individually, our customerorientated objectives for establishing a network of longer distance routes are to provide a strong collective identity through unified promotion by means of a single information portal and over-arching brand provide easily accessible and co-ordinated information to raise awareness of opportunities and inform route selection for users promote any connecting routes in order to provide additional opportunities generate public interest in other routes and recreational opportunities available in Scotland e.g. NCN, heritage paths. 7. In addition, our management-orientated objectives are to encourage route and land managers, businesses and communities to improve user experiences including infrastructure, information, facilities and services provide a holistic approach to developing better understanding of existing and target market segments for LDRs and the scope for new routes identify gaps in provision, and prioritise action to fill these and further develop the network in a sustainable manner to meet user demand promote joint working to maintain and strengthen the network through seeking political and financial support. Outcomes 8. Our goal is that Scotland s network of longer distance routes will provide an important recreational resource which will appeal to a wider range of people, from families to the active elderly and from solo enthusiasts to groups of friends enjoying some time together be used by more people living in Scotland for a local journey of discovery, a route to challenge themselves or a travel at their own pace holiday be used by more visitors to Scotland, with a good choice of routes to suit their preferences in terms of length, location, activity, facilities and services, and encourage return visits to Scotland generate increased economic benefits for businesses and communities in Scotland, thereby helping to sustain fragile rural communities promote sustainable lifestyles and travel. Initial listing of longer distance routes in branded network 9. For a longer distance route to be included in the branded network it should be a continuous, clearly identifiable and appropriately waymarked route between defined start and end points (or defined access points in the case of circular routes) be largely off-road (generally no more than 20-30% should be on roads) be at least 40 km/ 25 miles and have potential for multi-day journeys by foot, bike and/or horse, or canoe offer at least a basic range of visitor services, with information on the route, facilities and services available for users in appropriate formats offer opportunities to appreciate the natural, cultural and historic interest of the area through which it passes be designed, maintained and managed with user experience as a key consideration. 10. Against an audit of 41 longer distance routes identified in our commissioned research, we propose that 20 routes fit the definition sufficiently to be included in the branded network now. In our judgement, the other routes currently fail to meet one or more defining aspects of a longer distance route, often because they are still under development. We expect
many of these routes will be included in the branded network once the required action has been undertaken (e.g. route development completed). Three routes (Ardgartan Peninsular Circuit, Greenock Cut & Kelly s Cut and Clyde & Loch Lomond Cycleway) are less than 40km, so have been included as link routes. One route (King s Highway) is a proposed route, so has been included as a strategic missing link instead. 11. The proposed categorisation needs to be verified by route managing organisations and/or access authorities. For example, issues were raised regarding the condition and maintenance of a couple of routes that were proposed for inclusion in the branded network. 12. Initial list of longer distance routes in the branded network Annandale Way Ayrshire Coastal Path Borders Abbeys Way Cateran Trail Clyde Walkway Dava Way Fife Coastal Path Formartine & Buchan Way Forth-Clyde/Union Canal Towpath Great Glen Way John Muir Way Kintyre Way Moray Coastal Trail River Ayr Way Speyside Way Southern Upland Way St Cuthbert s Way (cross-border) Three Lochs Way West Highland Way West Island Way 13. Longer distance routes requiring further action before inclusion in the branded network Longer distance route Criteria don t currently meet Aberdeenshire Coastal Path Not continuous Action required for inclusion in branded network Fill gaps Carrick Way Clyde to Forth Cycle Route Coalfield Cycle Route Cowal Way Not clearly identifiable, not waymarked, no information Variable quality of some sections Not clearly identifiable, not waymarked, no information Not maintained to standard suitable for Complete route development and provide information for users Complete route improvements Complete route development and provide information for users Undertake route improvements most users Deeside Way Not continuous Develop Banchory-Aboyne section Dundee Green Circular Not multi-day route Consider how to integrate with other nearby routes Gordon Way Not multi-day route Complete route development to Huntly/Inverurie
Great Glen Canoe Trail Limited visitor services Complete infrastructure development Isle of Arran Coastal Way Not waymarked as ACW along length? Significant proportion on road Complete waymarking Consider opportunities to increase off-road provision Oban - Ballachullish Cycle Not continuous Complete route development Route Rob Roy Way Not waymarked as RRW Complete waymarking along length? Round the Forth Cycle Route Significant proportion onroad (53%), variable Complete route improvements, including increasing off-road South of Scotland Countryside Trails Trail of the 7 Lochs Weavers Trail quality of some sections No defined start and end point Currently limited visitor services Not clearly identifiable, not waymarked, no information provision Identify one (or more) linear or circular routes to promote as a longer distance route Provide information on facilities and services for users Complete route development and provide information for users 14. Other routes that might also be included in the branded network if they meet the minimum criteria once developed include Perth Lochearnhead (proposed NCN 775), the Hillfoots Way from Blairlogie to Muckhart, and the Ayrshire Pilgrims Trail from Largs to Kilbirnie. The Inverness - Fort William Cycle Route is under development, but as the traffic-free section mainly follows the same route as the Great Glen Way it probably does not require to be mentioned separately. 15. We recognise that routes may be opened in stages, and promotion may occur before a route is completed. For a route to be included in the branded network however, it should be continuous (i.e. no missing or impassable sections), waymarking completed, major pathworks undertaken (ongoing path maintenance and route alignment improvements are acceptable provided suitable temporary alternatives or diversions are in place) and web information developed. The relevant access authority(ies) will be the judge of when a longer distance route should be included in the branded network. This will help to ensure consistency of the branded product. Judgements may need to be made as to whether the experience offered by a particular route is consistent with that envisaged for the branded network. 16. We also recognise that the nature and standard of longer distance routes vary, including their infrastructure, facilities and services, management and intrinsic attractiveness, and consideration may need to be given to quality assurance of routes to help users identify routes that match their requirements. Link Routes 17. The commissioned research also identified 90 potential link routes routes less than 32km, which may offer opportunities to fill strategic gaps in the network of longer distance routes or extend specific routes. A number of these could perhaps be promoted alongside the branded network on the basis of extending a longer distance route, enabling an alternative start/end destination and/or providing connections between longer distance routes. We think the following routes might be the most appropriate to promote in this way: Lochryan Coastal Path, Sanquhar Walk, Irvine Valley Trail, Berwickshire Coastal Path, John Buchan Way, Nethan Walkway, Avon Walkway, Garnock Valley Cycleway, Kilbirnie-Paisley Cycle
Route, Cunninghame Cycleway, Greenock Cut & Kelly s Cut, Clyde & Loch Lomond Cycle Way, Ardgartan Peninsula Circuit, Kelvin Walkway/ Cycleway, Strathkelvin Railway Path, River Avon Heritage Trail, Water of Leith Walkway, Penicuik-Pencaitland Path, Devon Way, West Fife Cycle Way, West Loch Lomond Cycle Path, Isla Way. Other routes 18. The commissioned research also provided some examples of virtual routes i.e. routes promoted in a guidebook or website but not a waymarked path, such as the Cape Wrath Trail. These should be recognised as a distinct product, with a different target audience. As such, they will be distinguished as a complementary resource for long distance travel in conjunction with, but separate from, the branded LDR network. The same applies to largely on-road sections of the National Cycle Network. Figure 1. Relationship between the network of longer distance routes, the NCN and other routes which can be used for long distance travel virtual routes LDR network largely off-road cycle routes largely on-road cycle routes National Cycle Network other promoted paths including link routes
Strengthening and enhancing the longer distance route network 19. Within the current financial climate, new resources for strengthening and enhancing the network of longer distance routes will be limited. Within these resource constraints, key priorities for the consolidation and selective improvement of the LDR network are proposed as follows: improving existing routes to bring them into the branded network (i.e. the 17 routes listed on pages 3-4) promoting new routes by linking existing LDRs, cycleways, core paths and other paths, in whole or part identifying priorities and seeking funding for improving infrastructure where key strategic gaps exist. 20. Current national priorities for SNH include developing strategic routes within the Central Scotland Green Network (CSGN) area and the Scottish Coastal Ways (SCW) Initiative. We are also continuing to scope a potential coast to coast route. 21. The following table provides an assessment of the main missing links in strategic cross- and around-scotland routes, as identified in SNH s commissioned research. While not considered a priority at present, the potential for expansion of the LDR network across the Highlands and Islands will also need to be considered further. Missing links Strategic cross/around Scotland routes Priority Stirling-Drymen Fife/Forth to Glasgow, the Clyde or L. Lomond High (proposed Kings Highway) Stirling-Callander Fife to Trossachs and West Highlands High Killin-Tyndrum Fife to Trossachs and West Highlands High Fife or Perth to West Highlands Forres-Inverness Aberdeen/Aberdeenshire to Moray Firth and High Inverness Ballachullish - Fort William Oban-Fort William High cycle route Peebles-Roslin Border-Edinburgh High West Linton-East Calder via Border/Solway Firth to Edinburgh or Stirling High Cauldstane Slap Border/Cheviots to East/Central Scotland Coatbridge-Campsies High Gretna-Annan Border/Solway Firth to Glasgow High Border/Solway Firth to Edinburgh or Stirling Tyndrum-Oban Fife to Trossachs and West Highlands Medium Fife or Perth to West Highlands Biggar-Glenbuck Border/East Coast to Ayrshire or Glasgow Medium Biggar-New Lanark Border/East Coast to Ayrshire or Glasgow Medium Callander-Loch Katrine Fife to Trossachs and West Highlands Medium Stronachlachar-Inversnaid Fife to Trossachs and West Highlands Medium Newburgh-Perth Fife or Perth to West Highlands Medium (proposed Tay Trail) Perth-Amulree Fife or Perth to West Highlands Medium Inverurie-Essons Aberdeen/Aberdeenshire to Moray Firth and Medium Inverness, or to Newtonmore Suie-Huntly-Dufftown Aberdeen/Aberdeenshire to Moray Firth and Medium (Strathbogie & Cabrach trail) Inverness, or to Newtonmore Elvanfoot to Biggar Border/Solway Firth to Edinburgh Low Border/Solway Firth to Glasgow Tarfside to Glenisla Aberdeen/Aberdeenshire to Argyll Low
22. Given funding constraints, the main ways in which SNH, with our key partners, envisage filling these strategic gaps and strengthening the network of longer distance routes include: collating information nationally on the markets, demand for and use of routes, and socio-economic benefits to support the case for individual routes sharing good practice on route planning, funding, development and maintenance at national or regional level progressing action on CSGN and the Scottish Coastal Ways initiative assessing the contribution that core path planning can make to longer journeys assessing the feasibility of progressing other routes, including missing links, establishing historically or other themed routes, and developing routes for cycling, riding and canoeing ensuring consideration of opportunities in relevant planning and transport plans, strategies and projects seeking to include LDRs as a priority for SRDP and other funding. 23. Other actions that we want to do with LDR stakeholders include: providing guidance and incentives to raise the standard and accessibility of routes developing ideas to promote the use of public transport for access to/from routes monitoring the success of the Moray Way initiative as an example of a circular trail combining existing longer distance routes producing a case study of a themed route and providing ideas about how the themeing of existing routes could be enhanced producing information on the development of routes specifically for canoeing, cycling and horse riding. Developing collective branding and marketing to promote the network of longer distance routes in Scotland 24. The recommendations below for the collective branding of Scottish LDRs were informed by research and have received general support by key stakeholders. Name 25. The name for the branded network of longer distance routes is Scotland s Great Trails. Language 26. The tone of voice for Scotland s Great Trails is encapsulated in the headline Where will Scotland s Great Trails take you? conveying a sense of fun, adventure and discovery, linked to a clear call to action. The headline could be appropriate across a range of media channels and applications e.g. a pull-up banner at a consumer fair, web, direct marketing. 27. The brand identity should be characterised by two elements: a. emotional appeal expressed in a very direct and compact format, applicable across a range of media. It should describe not only what people can expect to see on the trails but how that makes them feel, and remind people of the emotional benefits of getting close to nature it s healthy for the mind as well as the body. b. variety, flexibility and individuality should be highlighted, making it clear that Scotland s Great Trails are not just for the serious end-to-ender, anyone can tap into them. It needs to emphasise that there s an enormous range of things to see and do on Scotland s Great Trails and challenge people to discover their Scotland, their way. 28. Relevant factual information (e.g. accommodation, public transport) should be presented in conjunction with the above but at a lower level of importance in the hierarchy.
Visual identity 29. Two main types of logo have been created for use across all potential applications: SGT pictogram SGT logo unit 30. The aim of the refined thistle icon is that this becomes an instantly recognisable symbol for everyone, endorsing each and every route in the branded network. 31. The SGT logo unit might be used in press advertising campaigns, sponsorship or exhibition situations to build awareness and recognition. A single line image may be suitable for web banners or signage where space is limited. Three colour combinations have been developed white logo and wording, black logo and wording, yellow logo and white wording to provide contrast and legibility against different backgrounds. Guidelines have been provided on sizing and minimum clear space around the pictogram/logo unit. 32. We propose that all routes within the branded network could use this material in their signage information and promotion. Such material would complement existing branding of the individual routes. 33. Further to that, we propose that an easily-accessible website could be developed and maintained to provide information on, and promote awareness and use of, Scotland s longer distance route network. 34. Proposed actions by SNH and partners to establish a LDR website include: scope and develop the content secure the resources to create and maintain the website create and launch the website review and maintain the website. 35. Other actions we propose with partners include: produce a communication/marketing plan for LDR network promote joint marketing with route managing authorities and VisitScotland.
Developing new partnership working arrangements Project board 36. We propose to approach and manage the work to establish, promote and strengthen a branded network of longer distance routes on a project basis. Consequently we intend to establish a project board to advise on, oversee and facilitate the actions required. We envisage the board comprising up to 10 members and having a strong strategic remit. 37. Key deliverables of the project board will include: agreed definition, vision, aims and outcomes for, and list of routes included in, the branded network of longer distance routes detailed proposals for products and mechanisms to promote the network, including making the brand identity available to partners identifying ways of improving the quality of the LDR experience and of targeting future funding to this purpose, including investigating mechanisms to maintain and upgrade routes an agreed list of strategic priorities for strengthening and sustaining the network and an action plan for implementing these priorities published guidance on the development of new longer distance routes, including key success factors. Longer distance routes managers forum 38. In addition, we need a mechanism to aid communication among those involved in longer distance routes in order to promote a collective identity, share good practice and seek to improve the product we offer to users. We propose to revise the existing LDR Forum into a longer distance routes managers forum to provide the opportunity for all LDR managers to be involved and contribute. We envisage an open membership comprising representatives of the longer distance routes (both those included in the branded network and those working towards inclusion) and national recreation organisations. There may be scope to set up activity and/or geographic sub-groups as appropriate to progress specific actions or deal with certain topics. 39. Key purposes of the LDR managers forum include: to promote a sense of a family of longer distance routes to discuss technical issues relating to the development and management of longer distance routes to share and develop good practice in the management and promotion of longer distance routes to discuss and input to the work being taken forward by the project board on establishing, promoting and strengthening a branded network of longer distance routes in Scotland. January 2011
LDR branded network plan of proposed actions Task Timescale Lead / partners Progress/ comment Establish project board Oct 2010 SNH Initial meeting held 05/11/10 Finalise LDR project proposals Nov 2010 SNH, project board available at http://www.snh.gov.uk/land-andsea/managing-recreation-andaccess/access-and-recreationpolicy/paths-policy/ SNH Produce and disseminate SGT branding toolkit to route managers & rec NGOs Develop SGT web information Develop other SGT promotional material identified in comms plan Organise SGT launch event By March 2011 By June 2011 SNH, VisitScotland, Walkhighlands By June 2011 SNH, VisitScotland Summer 2011 Develop process for reviewing Feb 2011 SGT network Carry out review of SGT network Aug 2011 and annually thereafter Share and develop good practice ongoing in the development, management & promotion of LDRs Identify measures to improve the June 2011 quality of routes and user experience Identify strategic priorities to June 2011 strengthen the network and develop an action plan to implement Establish short-term working from June groups to progress plans to 2011 strengthen the network Collate information on use and experience of LDRs Monitor impact of SGT promotional activity Nov 2011 and annually thereafter Dec 2011 SNH, VisitScotland, recreation NGOs, LDR managers SNH, project board SNH, LDR managers SNH, LDR managers forum SNH, project board, LDR managers forum SNH, project board SNH, relevant access authorities, recreation NGOs SNH, LDR managers SNH, VisitScotland 1 st forum 24/11/10 2 nd forum spring 2011 3 rd forum autumn 2011 SMART project outcomes SGT concept established and proposals developed by December 2010 SGT branding toolkit disseminated to partners by March 2011 and use monitored SGT web information developed and launch event organised by August 2011 SGT network reviewed annually, with aim of increasing number & quality of routes over time Action plans developed by December 2011 to progress high priority strategic routes (e.g. missing links, water and mtb routes, historically and other themed routes) Resources SNH has submitted an internal bid for 20K, and requested internal service provider input, to develop SGT web information and other promotional materials and to organise a SGT launch event.