Marketing & Development Programme

Vision To be recognised as Adventure Capital UK by 2012 by working in partnership to develop, promote & sell sustainable world class outdoor experiences to achieve economic prosperity.

AdCap 1, 2 & 3 Funding 08/0909/1010/1111/12total Development & Marketing500£ Marketing £ match Development5002, 0001,750 £ match

AdCap1 Capital Development Event Support Feasibility Studies Marketing Sector Support

AdCap1 Capital Development Event Support Feasibility Studies 10 events financially supported with £ :7 leverage funding 1:20 ROI 4 capital development projects financially supported with £ :4 leverage 5 feasibility studies financially supported with £ :4 leverage

AdCap1 Sector Development Industry conference 26 th June - 70 delegates from 50 businesses Outdoor accreditation scheme ROAM - 21 members Outdoor Industries Working Group 4 meeting annually - 15 active members Bringing AdCap to: Cumbria 2012 & NW 2012 Cumbria & NW Sports Partnership Cumbria Countryside Access Partnership Cumbria Commonwealth Championships Cumbria Cycling Committee

Learnings & Research from AdCap1 Tribal Research – NW, Cumbria & AdCap: More strategic direction required Commission developments & events Focus on selling as well as marketing Market Appraisal: Identification of best prospects for growth Highlighting the best locations and opportunities for investment Make recommendations for product development and product that is ready for marketing

AdCap 2 Marketing & Event Support £800k over 3 years, from ERDF, new money for Cumbria. However, £800k match needed over 3 years:

AdCap 2 Events AdCap2 will support the following strategic events, who in turn can provide match funding: Great North Swim Kendal Mountain Festival Keswick Mountain Festival

AdCap2 Marketing Joint promotion with partners Joint promotions with activity providers AdCap Guide Consumer exhibitions Working in partnership travel agents Press National or Specialist Advertising PR Social Marketing

AdCap 3 Capital Development £4.250m over 3 years Match £4.250m

AdCap3 Hubs New Routes National Centre for the Outdoors Areas for development Eden Source to Sea HW Cycle Path Cumbria Cycle Way C2C MB Route Lune Valley Cycle Way Kendal to Keswick Outdoor Sports Village Thirlmere Round

AdCap3 Capital Development - Year One Feasibility Studies National Centre for the Outdoors Windermere Waterside Improvements and Water Hub Keswick Adventure Hub Kendal Outdoor Sports Village New Attractions: Canyon Swing-Bungee; Via Ferrata indoor/outdoor; Boulder Park, Monorail Development Coast 2 Coast Mountain Bike Route The Cumbria Cycleway The Lune Valley Cycleway

AdCap3 Capital Development - Year Two Development Windermere Waterside Improvements/Adventure Hub Keswick Adventure Hub Kendal to Keswick Cycleway Penrith Cycle Hub Access for all to Adventure Great North Cycle Dabbler fun options

AdCap3 Capital Development - Year Three Development Whinlatter and Grizedale additional cycle routes Thirlmere Cycleway Road crossings Hadrian’s Wall Cycle Path Dabbler fun options

Next steps 1-1 stakeholder meetings Obtain match funding - Phase 2 marketing and events Phase 3 development project ideas & plans Conduct Market Appraisal - Planning Solutions Consulting Limited. Kevin Brown, MD will be in contact with stakeholders. Strategy & Ops groups to be established including Chair and Ambassadors

Any Questions?

Strategic fit NWDA North West Regional Economic Strategy - Business Theme develop growth and innovation in the tourism sector through the continued implementation of the Regional Tourism Strategy Cumbria Economic Plan - Business Support Tourism – A thriving tourism economy generating higher paying jobs and higher GVA through increased spend, in which all areas of the county can share. Outdoor sport, education and recreation – Cumbria is internationally recognised as the Adventure Capital of the UK.

Research Tribal – COSSA There is growing momentum for the development of the outdoor sector in Cumbria. There is real opportunity to develop a local area outdoor strategy for Cumbria A Cycle Tourism Strategy for Cumbria Capacity building within the business sector Destination Management Plan Supporting business development sign posting to the best available support ERDF – Action Area 3.3 Promotion and marketing of natural and cultural heritage assets to promote sustainable tourism NWDA - RES 95 - Develop and implement marketing programmes to promote a positive image of the benefits and diversity of the Northwest as a location for businesses, visitors, investors and as a place to live. CV – SAP #6 Build on the existing DMS provided by CT to develop a single point of access for visitors to engage with outdoor activities, accommodation and retail. Northwest Legacy Framework 2012 Use a market led approach to the promotion of the region and its destination by focusing on attack brands and winning themes The Tourism Strategy for Cumbria To achieve our ambition of Adventure Capital of the UK we need to invest in introductory level facilities, venues for national and international competitions and hassle free booking of outdoor experiences

Research NWDA - RES 101 – Improve the product associated with the region’s tourism attack brands and signature projects as identified in the Regional Tourism Strategy in line with market demand. CV – SAP #6 Develop and market a network of high quality long distance walking cycling and horse riding trails, linking in to local outdoor retail and accommodation providers. Tribal - COSSA Cycling Cumbria is already acknowledged as a prime destination for cycling and Mountain biking. There are some opportunities to improve trail riding facilities for road cyclists and mountain bikers, and the development of traffic-free family friendly routes. Paddling To develop canoe trails on lakes and rivers where it is possible to move by boat between points of interest Cumbria Rights of Way Improvement Plan Development of cycle tourism hubs Completion of national and region cycle network within Cumbria Development of family-friendly routes and safe routes for young people Use of quite lanes Identify and develop access and recreational opportunities for lakes, rivers and coast The Tourism Strategy for Cumbria To make the best of our natural environment we need good orientation and information for visitors.

Research CV – SAP #6 Develop a National English Centre for the Outdoors Northwest Legacy Framework 2012 Support and encourage projects that will transform the region’s appeal to visitors Tribal - COSSA There are opportunities to develop facilities in Cumbria to allow outdoor enthusiasts to be introduced to outdoor sports indoors and for existing enthusiasts to move indoors in poor conditions