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From Bicyclists Bring Business: A Guide for Attracting Bicycle Tourists To New York’s Canal Communities
A joint publication of Erie Canalway National Heritage Corridor, Parks & Trails New York, New York State Canal Corporation
RIDERS ARE GREETED ON THE CANAL-SIDE STREET THROUGH CANASTOTA, NY
Yes, Bicyclists Bring Business!
As with other tourists, bicyclists represent potential customers who can bring revenue into your community by patronizing businesses that meet their needs and contribute to their overall desired experience. And when a particular bicycling destination is so appealing to bicyclists that they will come from some distance away to enjoy it, the dollars they bring with them can be significant.
New York State’s canal communities provide such a destination— the Canalway Trail— and therefore have great potential to benefit from bicycle tourism. But, although “if you build it, they will come” has some truth in this case, the full potential will not be realized automatically; it has to be earned.
Why Attract Bicycle Tourists?
Bicyclists are potential customers who, like other tourists, can bring new revenue into your community and support your business. But there are some additional characteristics of bicycle tourists that make them an attractive audience for your marketing efforts: They are, on average, well-educated older adults from upper-income households.
In a survey of bicyclists on North Carolina’s Outer Banks, 81% reported having a college degree and 78% gave household incomes of $75,000 or more. In the Adirondacks, the mean annual income of bicyclist survey respondents was between $60,000 and $69,000. In a 2008 survey of users on the Great Allegheny Passage, a 150-mile rail trail in Pennsylvania, 83% of respondents were 35 or older.
They typically travel in groups of friends or family members. In the Adirondack survey of people who had visited or were considering visiting for bike tours, for example, the average group size was five people.
They are interested in learning about your community and what makes it unique, and in participating in what it has to offer. Having already chosen a slower-paced mode of travel, they will take time to enjoy what they encounter. They like to visit historic sites and museums, to find unusual shops, to tour wineries and farms, visit art galleries and theaters, explore natural features, and engage in other forms of recreation.When the website bicycletouring101.com conducted an online poll recently, 64% of respondents said that when they come to a new town, they prefer to “look around for nice restaurants, historical attractions and interesting things to do while (they) stay and visit.”
They spend money. Many bicyclists who tour independently carry a minimum of equipment and pay for lodging in facilities ranging from hostels to hotels and meals in restaurants as they go. Sometimes known as “credit card cyclists” because of their willingness to buy what they need along the way, these cyclists have not been drawn to bicycle tourism because it is inexpensive.
Other cyclists carry much of what they need with them, perhaps including camping and cooking gear and food. These tend to be more frugal visitors, but still are likely to purchase food near the starting points of their trips and, at least on longer tours, need to resupply themselves periodically.
Finally, many cyclists engage in supported touring (guided tours) in which they join a group tour that is supported by an organization or business that makes all or most arrangements for lodging and food. For an end-to-end trip on the Erie Canalway Trail, for example, cyclists can spend up to $1,500 each, depending on the type of lodging and meals included. They are relatively low impact visitors. If they arrive in your community on a trail, they do not contribute to traffic on your streets, occupy limited parking spaces, add significant wear and tear on infrastructure, or bring the noise and air pollution associated with motor vehicles.
They provide an incentive for preserving your canal community’s unique character, historic heritage and natural features. Because of their interest in exploring and learning about the places they visit, they are likely to spend more money in communities that have preserved and interpreted elements of their past and their natural setting. Indeed, in a recent (2009) survey of heritage travelers, of which bicycle tourists are widely considered a sub-group, conducted for the U.S. Cultural & Heritage Tourism Marketing Council, 65% said that they seek travel experiences where the “destination, its buildings and surroundings have retained their historic character.”
What Bicycle Tourists Seek
Bicycle tourists choose possible destinations based on three broad characteristics:
1. The actual ride, including length, difficulty and type of route.
2. Support and services along the way, such as the availability of good maps, the ease of finding their way, and lodging and dining options.
3. Nearby attractions (i.e., what there is to do and see).
• A tour between four and seven dayslong
• Riding between 30 and 50 miles per day (family groups tend toward the lower end, solo riders/small groups favor greater distances)
• Off-road trails and/or bicycle-friendly roads with low traffic volume and speed and paved, well-marked shoulders
• Physical challenge varying from easy to moderate (although some do prefer more challenging routes)
Support and Services:
• Clear, detailed maps and route descriptions
• Well marked/signed routes
• Convenient places to stay (preferences can range from campgrounds to higher end hotels)
• Readily-available options for food, from restaurants to snack bars to farm stands
• Services with a “bicycle-friendly” orientation
Nearby Attractions/Destination Characteristics:
In the context of bicycle tourism, “destination” has a different meaning. For these tourists, it is all about the journey. So here, the word refers to the route to be followed, whether on a trail or roads. These attributes emerge as particularly important:
• Scenery. In the Adirondacks scenery was mentioned most frequently (59% of respondents) by cyclists as what attracted them to the region; it also topped the list of priorities in choosing a destination amongMaine cyclists. Also, in an online poll at bicycletouring101.com, when asked about their favorite kind of landscape, the largest number of respondents preferred “flat lands with occasional rivers, lakes and rolling hills.”
• Rural areas. This emerged as the number two attribute of a destination in the Adirondack study, which may be related in part to the preference for low traffic volumes.
• Historic sites and parks. Among the Adirondack cyclists, the most sought-after activity during a bicycling trip was visiting historic sites and museums.
• Culture and uniqueness. InMaine, this was the second most often desired characteristic in choosing a destination for bicycling. Also, in the online poll cited above, 64% of respondents said that when they come to a new town, they prefer to “look around for nice restaurants, historical attractions and interesting things to do while (they) stay and visit.” This seems to reinforce both the interest in historic sites and the desire for unique experiences.
How Much Will Bicycle Tourists Spend?
In the 2008 survey of trail users on Pennsylvania’s Great Allegheny Passage, 41% said that they stayed overnight in the vicinity of the trail for at least one night during their visit. These individuals reported spending approximately $100 per day, including lodging, while using the trail compared to $13 per day for those who did not stay overnight. Furthermore, 73% of the overnighters stayed two or more nights (unfortunately, the spending by this group was not separately tabulated).
An informal Vermont survey of more than 30,000 bicycle tourists in 1991 supports this finding and suggests that the figure may be higher: visiting (non-local) cyclists spent an average of $115 per person per day. About 30% of this total was spent on lodging, while the rest was roughly equally divided among food, bicycle supplies and outfitters, and personal expenses.
Furthermore, the longer the bicycle trip, the more bicycle tourists tend to spend per day and the farther they are willing to travel to get to the location. For example, a study of the economic impact of bicycling inMaine found that the 2% of cyclists who went on cycling trips of two or more days accounted for 17% of all bicyclists’ spending. In addition, 80% of cyclists reported that they would travel no more than 100 miles to reach a location for a one-day trip, while 90% said they would travel more than 100 miles for a four to seven day tour and over 80% were willing to travel 300 miles or more for a trip longer than a week. Maine survey respondents also said they would travel farther to bike on a multi-use trail than to use roads.
In the case of the Great Allegheny Passage, people who traveled 50 miles or more to get to the trail spent about twice as much per day as those who traveled less than 50 miles. Our general rule of thumb regarding spending is that day trippers from outside the immediate area spend four times as much as local cyclists, and multi-day cyclists spend twice as much per day as day trippers.
Bicycle Tourism can Generate Big Money
Based on these studies, we estimate that those who take long-distance, multi-day bicycling vacations spend between $100 and $300 per day on food, lodging, and other items, with “credit card cyclists” typically near the upper end of this range. A group of six cyclists, therefore, each spending $250 per day on, say, a seven-day trip would leave behind $10,500 along their path. If the Canalway Trail could attract 1,000 such bicycle tourist groups in a season, those visitors would contribute $10.5 million to canal community economies.
Is this a Reasonable Expectation?
Here is some evidence: Missouri’s Katy Trail, a 225-mile rail trail under development since 1982, draws 350,000 bicyclists per year, about a third of whom (100,000+) are tourists from outside the local area.
A 2007 economic impact study of the Great Allegheny Passage, not yet complete at the time, determined that it was generating $12.5 million in revenue annually. And the New York State Canal Corporation’s 2008 report, “Economic Impact Study of New York State Canal Tourism,” estimated that 2.4 million “day-use visitors” of all kinds use the Canalway Trail system each year. It seems likely, therefore, that the economic impact of the Erie Canalway Trail will reach, and perhaps exceed, the above figure.
How Will Bicycle Tourists Discover You?
Before they can even decide whether the Erie Canalway Trail is an attractive destination, bicycle tourists must become aware of the opportunities the trail offers. How they typically do that may surprise you. Word-of-mouth— the most powerful influence. A survey of previous and potential bicycle tourists in the Adirondack region of New York found that word of mouth via friends, family, co-workers, and a growing number of online journaling sites and blogs, is the most influential information source for making decisions on where to go, with nearly 60% of respondents relying significantly on it.
In a 2006 user survey of the Pine Creek Rail Trail in Pennsylvania, 48% of the respondents said they learned of the trail through word-of-mouth. Another 18% identified the Internet as a source of information. The latter includes several blogs and interactive sites where people can post their own experiences, which can be seen as a form of word-of-mouth communication. This means that, by welcoming and serving bicycle tourists today, you are also creating a cadre of promoters who will be a major source of publicity for the trail, your community and your business that will bring even more customers in the future. Further, it also means that the future of your business and your community is intimately linked to the success of other businesses and canal communities and to the appeal of the Erie Canalway Trail.
Your task, then, is to help give these visitors the experience they are seeking, thereby generating positive word-of-mouth “buzz.”
Building a Bicycle-friendly Business
Okay, you’ve begun to think about and address the needs of your bicycling customers. As a business owner or operator, the steps you choose to take will vary with the nature of your business and other factors. And you can proceed incrementally. Bicyclist friendliness is a matter of degree rather than a “yes or no” quality.
• Have and conspicuously display maps— of the downtown area, community or region, as appropriate.
• Know the answers to likely bicyclists’ questions:
• Have information on side trips, bike loops, and other points of interest in the area.
• Have key equipment on hand to lend: extra locks for the bike rack, a tire pump, some basic repair tools.
• Provide places to recharge cell phones.
• Be a “bicycle ambassador”: keep an eye out for bicyclists who seem unsure of where to go or are having mechanical problems.
• Offer lockers for temporary storage of helmets, packs, and purchases.
• Collaborate with neighboring businesses on shared facilities such as bike racks, lockers, or restrooms if needed.
• Be an advocate for making your entire community more bicycle-friendly.
• Publicize that patrons in bicycling attire are welcome.
• Offer vegetarian and heart-healthy menuoptions. Bicycle tourists tend to be more health conscious than the average person.
• Include hearty meals such as a “bicyclist breakfast;” bicyclists burn lots of calories.
• Post your menu outside where cyclists can easily see it.
• Offer easily carried snacks such as energy bars and dried fruit.
• Provide order delivery to nearby bicyclist campgrounds and other lodging facilities.
• Offer shipping. Because bicyclists cannot take much with them, their buying options are limited unless you will ship their purchases for them. Make it obvious to potential customers that this service is available.
• Sell postage stamps and accept outgoing mail.
• Carry small, place-specific mementoes of your community, such as patches or decals. We envision a time when every canal community has a patch, say, with “Erie Canalway Trail” at the top or bottom along with the name of the community and the image of a local landmark.
• Consider providing a computer station for Internet access.
• Permit one-night stays, at least for cyclists.
• Show interest in the day’s journey during the registration process.
• Provide indoor parking space on the first floor or allow guests to take their bikes into their rooms.
• Have laundry facilities on site or nearby.
• Have menus for and directions to restaurants.
• Have computers for access to email/Internet.
• Offer cold beverages/snacks on arrival.
• Provide an outdoor space for working on bikes, including water source for washing.
• Accept resupply packages mailed ahead by cyclists.
• Offer shuttle service for bicyclists and their bikes from/to the trail, including drop off-bike back service. As an extra service, offer a shuttle to local restaurants.
• Have secure storage for luggage and multi-day parking for those who arrive by car and plan overnight bike trips.
• Offer bike rentals yourself or through another business.
• If you run a B&B, participate in the Empire State Bed and Breakfast Association’s “Welcome Bicyclists!” program
While individual businesses that understand and cater to the needs of bicyclists are essential building blocks of a bicycle-friendly community, a broader, community-wide effort to appeal to trail users— to get their attention and attract them into your community— is key.
The Basics of Being a Bicycle-friendly Community
For about a century, we have designed or redesigned our communities and transportation systems around the automobile.
This orientation is so ingrained that it can be challenging to recognize the obstacles it presents to people who travel by other means. Bicyclists do have different needs than motorists.
Fundamental elements of becoming bicycle-friendly.
Whether you run a B&B or a hardware store, staff a welcome center or a museum, or serve on a city council or a planning board, consider these steps:
Shift your perspective. To grasp the needs of traveling bicyclists, there is no substitute for being a bicyclist. Bike from the trail into your community; go where visiting bicyclists are likely to go— restaurants, lodging, shops, historic sites, etc. Can you find them readily? Do you feel safe? What barriers do you encounter?
Welcome bicyclists. Offer the services and facilities they need. Start with some simple signs: “Welcome to Your Canal Community” on the trail itself; “Bicyclists Welcome” at businesses, attractions, parks, etc. If your community has a “bicyclists welcome” program, participate in it and display the logo; if not, start one to encourage others to consider bicyclists’ needs
Give them information. Bicycle tourists crave information! Especially about where they are or soon will be and where they can find what they need.When we ask participants in Cycling the Erie Canal what improvements they would like to see, “more signs telling us where we are and how far it is to the next town” is always at or near the top of the list.
• On the welcome sign, include “Information ¼ mile,” as appropriate.
• Make sure there are street name signs at all road crossings and overpasses.
• Post “you are here” maps in key locations around your community.
Help them find you. Trial-and-error doesn’t work well for bicyclists who have just ridden 30 or 40 miles. Use a map and/or signs to show the way from the trail into your community. If you are not close to the trail, work with other businesses and community leaders to develop a “gateway” on the trail with a directory of businesses and their locations.
Provide safe access. Be sure that the roads bicyclists will use to get from the trail into your community or to your business are bicycle-friendly with:
• Paved, clearly marked bike lanes or road shoulders that are kept free of broken glass and other debris.
• Signs and pavement markings to alert motorists to the likely presence of bicyclists.
• Where feasible, off-road bike paths to major destinations.
Bicyclists need parking, too! Once bicyclists find you, then what? Bicycles need protection from theft and, if possible, weather. Provide convenient and secure bicycle parking facilities (bike racks). Keep them in good condition and the area around them clean. They should be in a lighted area if they will be used after dark and, ideally, covered for shelter from rain.
Don’t hide the amenities. Make water and public restrooms easy to find. If not clearly visible from the trail, provide directions. If public facilities aren’t available, will businesses open theirs? Rest and shelter are important to bicyclists, too; chairs, benches and covered porches or pavilions in parks are great. Compile a list of places where showers are available (e.g., health clubs, the YMCA/YWCA, a welcome or visitor center, nearby state parks).
Going Beyond the Basics
At the community level, being bicycle-friendly refers to:
• The ease with which cyclists on the Canalway Trail can learn about and find their way to services they need.
• The degree to which they can readily explore and experience the uniqueness of a particular community.
In seeking to enhance these two qualities, the task can be seen as consisting of three stages:
Although the specific steps you take in each of these phases will depend on your community’s particular situation and attributes, there are some elements to consider that can be adapted to most circumstances. As with individual businesses, canal communities can adopt an incremental approach to becoming more bicycle-friendly, undertaking simpler and noor low-cost steps first and more complex or expensive ones later.
Keep in mind, also, that becoming more bicycle-friendly will directly benefit all residents of your community as much as it does bicycling visitors. By broadening options for transportation, recreation and physical activity, it will contribute to improved health, a cleaner environment and an enhanced quality of life.
Who is going to make it happen?
Making changes to attract more bicycle tourists cannot be done by one or a few business owners. It will require broader community participation and decision-making.
Once your community has decided, through municipal legislative debate, public forums or other means, that it wants to better serve bicycle tourists using the Canalway Trail, a group must be designated to provide the leadership needed to move forward. This might be an existing group, such as a downtown revitalization committee, chamber of commerce or industrial development agency, or a new one formed to focus on this effort. Regardless, inclusion of all stakeholders and ongoing opportunities for public engagement are important for long-term success.
Here are some initial steps you can take at minimal cost to lay the foundation for becoming more bicycle-friendly and attracting more bicycle tourists:
• Establish a Bicycle (or Bicycle and Pedestrian) Advisory Committee that could either lead the effort or provide citizen input to the group that is leading it. Such committees are municipally-appointed and can be good vehicles for involving a range of stakeholders.
• Formally set a goal of encouraging and facilitating bicycling in your community and becoming a center for bicycling.
• Start a “Bicyclists Welcome” program if your community doesn’t have one. Create for display a distinctive logo for businesses that pledge to offer some bicycle-friendly amenities, such as covered and locked bicycle storage, tools for minor bike repairs, no-smoking rooms, and healthy and filling breakfasts. Use the Canalway Trail logo on promotional materials, your website and welcoming signs.
• Adopt a “complete streets” transportation planning policy that requires consideration of bicycle use in road projects. Commit to including bicycle facilities in other community plans and projects. In taking these steps, and in developing a community tourism initiative in general, it is important to offer all residents opportunities to be involved and provide input and feedback throughout the process.
• Once your community has decided to become more bicycle-friendly and identified leadership, it’s time to consider actions to take at each of the three stages of welcoming bicycle tourists.
Drawing Bicyclists In
If the Canalway Trail runs through or immediately adjacent to the heart of your community, getting the attention of trail users will be relatively easy. You are hard to miss. If, on the other hand, the trail is only on the outskirts of your community, getting noticed may require more effort. In either case, once you have their attention, you must answer the bicycle traveler’s question, “What is here that’s of interest to me?”
Consider the following actions:
Create a community gateway. Clearly identify the main access point into your community with a trailside “gateway” conveying the message that “You have arrived!” A gateway could include:
• An attention-getter. Something that makes people want to learn more. Art such as a mural or sculpture works well, perhaps related to your community’s history. Other options: landscaping and plantings, benches, a banner above the trail or the adjacent street.
• A wide spot making it easy for cyclists to pull over to the side and a bike rack to encourage more than a brief pause. The bike rack itself can be an attention-getter with creative design.
• Another welcoming sign with a “you are here” map showing the location of important services (bike shops, restaurants, lodging, laundry facilities, etc.), attractions and amenities.
• An introduction to your community, its history and current identity.
• A rack for cards or brochures of local businesses, and a bulletin board for announcing community events. These work best if you have someone dedicated to keeping them current and neat.
• Menus from local restaurants. Develop a welcome center within easy reach of the gateway where visitors can learn more about your community and seek respite from sun or rain. Some gateway components listed above can be provided there, as can other important amenities.
Facilitating Access and Travel
Once you have successfully captured cyclists’ attention, the next stage is to make it as easy and comfortable as possible for them to leave the trail, find needed services, explore your community, and, later, return to the trail. The emphasis given to this stage will depend, in part, on the size of your community and its proximity to the trail. Here are some steps to consider:
Establish a clear, safe connection to your community.
In most cases this will be a road or series of roads, but if an off-road option exists, or could in the future, that is ideal. This connection should:
Begin at the gateway with a map and/or signage showing which way to go.
Use additional signs along the route as needed to guide and reassure cyclists.
Use pavement markings as appropriate to supplement signs.
Guide cyclists back to the trail when they are ready to move on; use signs and/or pavement markings for this purpose as needed. The Canalway Trail logo with arrows could work well.
Make your roads bicycle-friendly.
Repair/repaint bike lanes and shoulders when needed; small cracks and holes cause greater problems for cyclists than for motorists.
Avoid dangerous slotted storm water drainage grates that can grab bike tires; replace them with mesh-style or curb face ones.
Mark bicycle stop lines that are closer to intersections than auto stop lines to increase visibility of and by cyclists, thus enhancing safety.
Install cautionary signage wherever the trail or other off-road path intersects roads.
Integrate bicycle use into your community.
Provide bike racks on buses and other public transit.
Encourage taxi companies to be ready to handle bicycles.
Cultivate a “share the road” outlook in your community through signage and other educational activities.
Delighting Cyclists during their Visit
Once you have convinced Canalway Trail bicyclists to spend time in your community and facilitated their travel from the trail into and through it, your next task is to send them on their way with positive feelings about their visit. In doing so, you will be helping to generate future visits to the trail and your community through the word-of-mouth information that bicycle tourists rely on so significantly. Try these steps:
Provide convenient bicyclist facilities and amenities. Sound familiar? In particular, have secure bike racks at convenient locations in your shopping district(s) and at parks, bus stops, public rest rooms, and other popular places.
Look good! Bicyclists are not likely to linger in a community without evident pride in its presentation. Keep streets and public areas clean; beautify the downtown; plant flowers and landscape parks; keep the grass mowed where appropriate; maintain signs, benches, restrooms, and sidewalks; have trash receptacles in the main business area and parks.
Fashion an identity or theme for your community or region and reinforce it throughout town on signs, banners, and promotional materials. Such a theme need not limit your offerings or image, but it will help people remember their visit. For example, the Village of Brockport capitalizes on its stature as the “Victorian Village on the Erie Canal.” Rochester is known as “Flower City;” Lyons was the peppermint oil capital of the U.S., and Lockport is renowned for its “Flight of Five” locks.
Assess your community’s unique canal-related assets and use them in marketing and promotion. Showcasing a genuine, authentic theme or asset, rather than adopting gimmicks or overlaying inauthentic styles (e.g., Bavarian architectural overlays), also promotes the local and national significance of the Erie Canalway. Collaborate with adjacent communities as appropriate.
Develop additional opportunities for bicycle tourists to explore and learn about your town or the surrounding countryside. Possibilities include walking tours of historic buildings/sites, museums, antique or craft shops, or other community features, side trips to nearby parks, connections to other existing trails, and themed bike loops that lead from your community to historic sites, natural areas, farms, wineries, or artisans. Be sure to have brochures or simple print-outs describing these options readily available throughout your community and that any bike routes are well-marked and on bicycle-friendly roads or trails.
Set up a “trail ambassadors” program in which volunteers knowledgeable about your community are on the trail whenever possible to answer questions, give directions, assist with mechanical problems, and serve as a friendly face of your community. Make everyone in your community a “bicycle ambassador.”
Educate residents about the potential value of bicycle tourists to the local economy and ways in which they can contribute to positive word-of-mouth marketing by offering assistance when needed, keeping the community clean, reporting missing signs or road hazards, and generally being courteous drivers when encountering bicyclists. Organize local bike rides for residents to acquaint them with the trail.
Create a sense of security. Post a local emergency phone number at the gateway (dialing “911” from a cell phone connects to the state police). Meet with local police to consider the feasibility of patrolling the trail, access routes, and public facilities and parks used by cyclists.
Expanding the Pie — Reaching Out to Bicyclists
So bicycle tourists are coming and they are spending money— perhaps more than you realized— in pursuit of their chosen vacation mode. And you can take steps locally to increase your slice of this bicycle-tourism business pie by enticing more of these pedaling tourists to explore your community and patronize your business. As a result, awareness of all that the Erie Canalway Trail has to offer will spread through word-of-mouth buzz. As it does, more bicyclists will arrive to ride the trail, further increasing the economic benefit of the trail.
But you don’t have to wait for this process to unfold! You can, instead, contribute to it by reaching out to bicyclists. Doing so involves two key elements:
Promoting Your Business, Your Community, and the Trail
Creating brand recognition is about using both publicity and direct rider experience to make a connection between certain words or symbols (e.g., logos) and positive images or expectations in the minds of potential customers. The concept is useful here for two reasons:
The Erie Canal has it! People have heard of it. Its name invokes certain pictures or associations in their minds: engineering marvel, westward expansion, nation building and patriotism, a simpler and slower-paced era, even a song (“Low bridge, everybody down”). This makes your task easier: associate your community and business with the canal and let the bicycle touring community know that the canal is still there and accessible to them via the Erie Canalway Trail.
It reinforces the idea that promotion of the Erie Canalway Trail and the success of individual businesses and canal communities are linked. Benefits both trickle down and bubble up. What’s good for you is good for the trail and vice versa.
Getting the word out. This includes many forms of publicity, from the word-of-mouth marketing discussed earlier to special events and paid advertising. Here are some suggestions to generate interest in your business and community among prospective bicycle tourists while supporting and benefitting from the “brand” of the Erie Canal and Canalway Trail:
Assess your business/community from the perspective of bicycling tourists.
Organize an event that will capitalize on your proximity to the trail and that will appeal to bicycle tourists, or build on an existing event to include these elements. A 2008 nationwide survey of bike event promoters conducted by Bikes Belong found that more than a million Americans participated in such events (mostly organized rides) and the average participant generated $535 in direct economic impact. Events also introduce your community to people who are not yet bicycle tourists but may return or stay longer because of your bicycling opportunities. For examples, check the calendar of events on the Canal Corporation’s website.
Collaborate with others: other businesses in your community or other communities with which you share a theme or opportunities such as a side destination or a bike loop connected to the trail. Cooperate in regional promotion efforts with Tourism Promotion Agencies, chambers of commerce and business groups (e.g., Empire State Bed & Breakfast Association and regional B&B associations).
Welcome competition. Remember that what improves the trail and your community benefits your business. Particularly in smaller communities, it is important to develop a critical mass of services in order to entice more bicyclists off the trail. For example, more people will come into your town if there is a choice of restaurants rather than just one. This critical mass concept also applies to the trail as a whole. Along significant stretches of the trail, for instance, lodging options currently are limited. Increasing them will appeal to more bicyclists.
Advertise where the cyclists are, such as in Adventure Cyclist, the magazine of the Adventure Cycling Association, or American Bicyclist, published by the League of American Bicyclists. Pool resources with other businesses or canal communities to increase advertising. Mention bicycling in your other, general tourism advertising and promotion.
Talk to bicyclists. How did they learn about the trail? How did they find your business? What drew them to it and to your community? What could you do to enhance your image or improve their experience? Use the Canalway Trail logo in your advertising to reinforce your connection to the trail while also building the trail’s brand.
Support— and take advantage of— statewide efforts to promote the trail. For example:
• Help publicize Parks & Trails New York’s Cycling the Erie Canal bike tour, and plan special welcoming activities when it is in your area. In recent years about half of the 500-plus participants have been first-time bicycle tourists, and 80% have said they would like to return on their own. These people represent future customers/visitors.Make an impression on them.
• If you have an annual festival or similar event, make sure it is included in Parks & Trails New York’s Cycling the Erie Canal guide book and website (www.ptny.org/bikecanal) as well as the events calendar on the website of the Canal Corporation (www.nyscanals.gov/exvac/calendar). The former also includes listings of bike shops, places to stay and things to do along the trail. The Erie Canalway National Heritage Corridor also includes information on the history of the Canalway and “must see” cultural heritage sites throughout the Corridor on its website (www.eriecanalway.org).
• Participate in the Erie Canalway Passport program of the Erie Canalway National Heritage Corridor (www.eriecanalway.org).
Making it Simple
The less work people have to do to visit you, the more likely they are to come.Whether you represent an individual business, a business group, a canal community, or a region, make it as easy as possible for potential customers/visitors to find the information they want and make arrangements.
Start with the basics.
Whether you run a business, a chamber of commerce, a tourism office, or a development agency, have knowledgeable people ready to answer bicycle tourists’ questions while conveying a welcoming feeling.
Have lists of lodging establishments that welcome bicyclists, restaurants, bike shops, and other services available for immediate reference.
Be able to give directions to your location or to other services by bicycle; know the hours of museums and other attractions.
Prepare and keep up-to-date a printed bicyclist’s guide to your community and its services and attractions. Include a map.
Develop a website with similar information, including links to local businesses and attractions.
Create regional one-stop information sources focused on the needs and interests of bicycle tourists, whether online or reachable by telephone, where prospective visitors can obtain information on activities and services in multiple communities along the trail. County and regional tourism agencies, business associations and partnerships between two or more communities or businesses are possible vehicles for such a service.
Down the Road ... or Trail
There is a “chicken or egg” element to the process of making the Canalway
Trail a world-class bicycle tourism destination.Which comes first— customers or trail-related services and amenities?
The answer is that the two probably will grow together as one feeds the other: modest improvements in bicycle-friendliness and promotion will draw more people to the trail, which, in turn, enables businesses to start up or expand and communities to add further enhancements. What is important is a willingness to make some initial investments of time or money in the belief that a payoff will come, that you are headed in the right direction.
What will success look like?
In moving forward, it can be helpful to have a mental picture of the goal.With that in mind, here are some possibilities:
• A statewide Canalway Trail chamber of commerce promotes the trail as a whole and manages a standardized “bicycle-friendly business” designation/recognition program.
• A single telephone number enables people interested in cycling the trail to obtain information and make logistical arrangements based on their starting point, how far they want to ride in a day, how many days they have available, their preferences for lodging, and their interests.
• A single website offers similar convenience and provides more detailed information about specific communities, attractions, and services.
• Bicyclists can ride in one direction on the trail and return to their starting points via Amtrak or other rail service, canal boat, or shuttle.
• People can reach major communities near the trail by public transportation, use local transit or shuttles to reach the trail and readily rent bikes if needed.
• Necessary services (e.g., water, rest rooms, camping) are available at frequent intervals.
• A service gap analysis of the trail corridor encourages new businesses to meet cyclists’ needs (e.g., lodging, restaurants, shuttles, bike rentals).
• Consistent signage along the corridor allows cyclists to track their progress and reinforces a sense of trail identity.
• Detailed section-by-section maps along the trail show locations of water and restrooms, distances between communities, and types of services found in communities.
• GPS-equipped cyclists can access coordinates that guide them to businesses and attractions.
• Mileposts along the trail allow emergency crews to quickly reach cyclists in need of help.
• A user fee or voluntary donation system supports trail maintenance, and cyclists can report maintenance needs by phone (voice or text).
By keeping this vision in mind while working on your own contributions to it, you can create an Erie Canalway Trail travel corridor for the twenty-first century, bringing new economic vitality to canal communities and supporting diverse businesses serving increasing numbers of bicycle tourists.
"Bicyclists Bring Business: A Guide for Attracting Bicycle Tourists To New York’s Canal Communities" is a joint publication of: