Rural Sports Tourism

Rural Sports Tourism One North East LOCUM DESTINATION CONSULTING ROCKWOOD HOUSE PERRYMOUNT ROAD HAYWARDS HEATH WEST SUSSEX RH16 3TW UNITED KINGDOM TEL: FAX: E-MAIL: WEB: DATE: JOB: FILE: +44 (0) 1444 459449 +44 (0) 1444 458911 info@locum-destination.com www.locum-destination.com 24 January 2009 J0383 j0383 report 040322.doc January 2009 Rural Sports Tourism CONTENTS 1 1.1 1.2 1.3 1.4 2 2.1 2.2 2.3 2.4 2.5 3 3.1 3.2 4 4.1 4.2 4.3 4.4 5 5.1 5.2 5.3 5.4 5.5 Introduction Background Purpose of this Report Objectives Approach Policy and Strategy Context Regional Economic Strategy Rural Action Plan Regional Plan for Sport Regional Image Strategy Tourism Strategy Conceptual Framework Definitions Conceptual Framework for Rural Sport Tourism Market Context North East Tourism Economy North East Rural Economy Rural Tourism Key Market Segments Key Issues Role in a Regional Tourism Strategy Contribution to the Regional Image Strategy Promotion Facilities and Services – Finding the Bottlenecks Sport Skills Audit 6 6 6 6 7 8 8 8 9 9 10 11 11 13 16 16 16 17 18 19 19 20 21 23 23 Locum Destination Consulting J0383/da/24/1/09/894f15be-3499-4eda-ba1d-fd4f86335de4.doc Page 2 Rural Sports Tourism 5.6 5.7 5.8 6 Leadership and Responsibility Opportunities Constraints Recommendations 24 25 28 31 APPENDICES 1 1.1 1.2 1.3 1.4 1.5 1.6 1.7 2 2.1 2.2 2.3 2.4 2.5 2.6 2.7 2.8 2.9 2.10 3 3.1 3.2 3.3 Canoeing Introduction Current State Opportunity Ability to deliver to key objectives Key Issues Paddle Sport Disciplines Existing Canoe and Kayak Clubs in the North East Mountain Biking Introduction Current State Examples of Good Practice MTB Courses/Tracks Mountain Bike Routes Mountain Bike Based Tourism Comparator Case Study: Mountain Biking Wales (MBW) The North East Opportunity Ability to Deliver key Objectives Summary Game Fishing Introduction Cost of Permits Holidays 34 34 34 35 36 37 38 40 42 42 43 44 44 45 46 46 47 48 49 50 50 50 51 Locum Destination Consulting J0383/da/24/1/09/894f15be-3499-4eda-ba1d-fd4f86335de4.doc Page 3 Rural Sports Tourism 3.4 3.5 3.6 3.7 4 4.1 4.2 1.3 1.4 1.5 1.6 1.7 1.8 5 5.1 5.2 5.3 5.4 5.5 5.6 5.7 5.8 5.9 6 6.1 6.2 6.3 6.4 6.5 Competitions and Events Newcomers to the Sport Access to Rivers Clubs and Associations Equestrian Equestrian Clubs in the North East British Horse Society Riding Holidays Promotion Infrastructure Local Economy Trails Governing Body Sailing/ Yachting Introduction Training and Qualifications Sailing Clubs Registered in the North East Infrastructure Initiatives Events Examples of Best Practice Volunteers Clubs Shooting/ Hunting Governing Bodies Participation Profile Image of the Sport Events 51 52 52 53 57 57 59 61 62 63 63 64 64 66 66 66 67 68 68 68 70 71 71 75 75 75 75 76 76 Locum Destination Consulting J0383/da/24/1/09/894f15be-3499-4eda-ba1d-fd4f86335de4.doc Page 4 Rural Sports Tourism 6.6 6.7 7 7.1 7.2 7.3 7.4 7.5 8 9 9.1 9.2 9.3 9.4 Economic Impact Infrastructure Kielder Water and Forest Park Key Facts Novices Development Events Infrastructure Consultees Social Enterprise Characteristics of Social Enterprise Key Success Factors Social Enterprise in the North East Relevance of Social Enterprise to Sport 76 77 78 78 78 79 79 80 81 83 83 83 84 85 Locum Destination Consulting J0383/da/24/1/09/894f15be-3499-4eda-ba1d-fd4f86335de4.doc Page 5 Rural Sports Tourism 1 1.1 Introduction Background The North East, to a greater extent than most of the English Regions, has recognised that the economic significance of sport is growing in both hard economic terms (principally through the ability to attract tourists), but also through indirect effects on the region‟s image, quality of life, health, education and community regeneration. The development of large-scale national and international events – as epitomised by the Great North Run – has also become a key strand of regional strategy and is now the subject of a separate, bespoke piece of work. Given the perceived importance of sport, One NorthEast, in partnership with Sport England and with the support of North East Sport and the Countryside Agency asked Locum Destination Consulting to look specifically at the issues underpinning the growth and development of Rural Sports Tourism. It is acknowledged that very little is known about the structure and value of sport within the region‟s rural economy. There is therefore little information with which to make considered judgements about the types of facilities, events and activities that can make best use of the region‟s „countryside capital‟, to the maximum economic benefit of rural communities. 1.2 Purpose of this Report The purpose of this report is therefore to provide as much information as possible on the underlying economics of rural sport tourism to the plethora of stakeholders involved in regional tourism, sports development, and the rural environment. This should ultimately help to develop a clear set of priorities, on one hand, and a framework for making investment/intervention decisions, on the other. 1.3 Objectives More specifically, the objectives of this study are summarised as follows: 1 Assessment of whether or not the North East has a genuine comparative advantage relative to other UK regions in rural sport generally, and specific sports in particular. 2 Identification of key sports, facilities and events that can help to consolidate and exploit this advantage. Locum Destination Consulting J0383/da/24/1/09/894f15be-3499-4eda-ba1d-fd4f86335de4.doc Page 6 Rural Sports Tourism 3 Examination of linkages between rural sport tourism and other, non-sporting policies and initiatives. 4 Exploration of key issues related to rural sports tourism, via a number of case studies on particular sports and sporting events. 1.4 Approach The study has been complicated to some extent by its scope – which by necessity touches on three areas that encompass a vast array of specific issues, namely tourism, sport and the rural economy – and the dearth of reliable data. This is a common problem in all three of these fields, of which the Steering Group will be well aware. However, as difficult as it is to obtain reliable data on tourism, sport and the rural economy, it is next to impossible to find datasets that relate to all three of these areas simultaneously. Hence, a great deal of extrapolation and intuition is required to discern any meaningful information from the data available. We have therefore placed considerably more importance on consultation with key stakeholders, including „experts‟ of information „gatekeepers‟ for particular sports, facilities and events. Further, we have undertaken a brief literature review to understand current thinking on a topic than is rarely considered in its own right (as opposed to a sub-category of sports tourism or the rural economy). Locum Destination Consulting J0383/da/24/1/09/894f15be-3499-4eda-ba1d-fd4f86335de4.doc Page 7 Rural Sports Tourism 2 Policy and Strategy Context This study does not sit in isolation, but is informed by and is intended to inform a host of other policies. In particular, we call attention to the following, which are particularly relevant to the analysis that follows. 2.1 Regional Economic Strategy  The Regional Economic Strategy is intended to provide a cohesive framework for progress and has six key objectives, one of which is to realise the renaissance of the North East‟s rural and urban communities.  The strategy recognises that the North East‟s „high quality environment, built heritage and distinctive culture are tremendous economic assets‟ that help to attract increasing numbers of visitors and the quality of the environment is seen as one of region‟s bases for economic development.  Sport is explicitly identified within the strategy as part of the North East‟s rich cultural offerings.  The richness of the North East‟s natural environment together with its historical assets such as Hadrian‟s Wall are identified as the key elements in the tourist offering of the North East. 2.2 Rural Action Plan  The Rural Action Plan was circulated in November 2001 and is based on ten action points to be implemented within 3-5 years.  The Plan identifies tourism as a key component of the North East‟s economy. Investment in the tourism infrastructure to develop niche markets is required for the North East to face increasingly global competition.  Fragmentation and a lack of unified ownership of a competitive vision for tourism are specifically identified as potential problems.  The development of „green tourism‟ is recognised as an area the North East could develop for niche markets.  The Plan also addresses the need for the regeneration of rural towns to allow access to modern services. Locum Destination Consulting J0383/da/24/1/09/894f15be-3499-4eda-ba1d-fd4f86335de4.doc Page 8 Rural Sports Tourism 2.3 Regional Plan for Sport  The Strategy for the North East is set within a national strategy, called Game Plan, that aims to increase and widen the base of participation in sport.  The regional goal is to raise participation from 28 per cent to 70 per cent of the population by 2020. The regional strategy covers the first four-year time frame.  The Strategy is designed to complement the policies set out in the Regional Spatial Strategy, the Regional Cultural Strategy and the Regional Sustainable Development Framework.  The Regional Plan for Sport recognises that sport can play a role in the regeneration of rural communities. The Plan also acknowledges the contribution of sport and outdoor pursuits to regional tourism and the rural economy, especially in areas where opportunities for diversification and enterprise are limited.  The hosting of events is seen as particularly important as sport can make a significant contribution to local suppliers, accommodation providers and services as well as attracting inward investment.  The Regional Plan recognises the North East‟s opportunity to use rural sport and events to build a regional profile in this area if targeted at an appropriate audience.  A regional strategy for sport and clear communication are identified as essential to the delivery of these objectives.  There are also a number of parallel strategies and research projects which have informed the following analysis. This includes the Regional Sport Skills Audit (see Section 5.6), the Golf Action Plan and the Regional Cycling Strategy. 2.4 Regional Image Strategy  The Regional Image Strategy focuses on creating the conditions to accelerate delivery of the Regional Economic Strategy. In that respect, it aims to communicate the human, cultural and environmental resources of the North East as a “vibrant, self reliant, ambitious and outward looking region”. It is acknowledged, however, that image must be firmly anchored in substance.  The Regional Image Strategy aims to raise the aspirations and profile of the region to make it more prosperous and more inclusive. Locum Destination Consulting J0383/da/24/1/09/894f15be-3499-4eda-ba1d-fd4f86335de4.doc Page 9 Rural Sports Tourism  Tourism is identified as a strategic value whose supporting mechanisms need to be coordinated and consistent.  The Regional Image Strategy aims to develop a clear approach to the branding and promotion of the North East.  A strong, cohesive identity is rightly identified as a key strength underpinning future work on creating a regional brand.  Research has shown that the North East is not a strong brand, and that the regional image is heavily affected by the main urban centres.  The Strategy recognises that the North East could benefit from sub-brands that can contribute to the regional image but are unlikely to drive it.  Better exploitation of „fighting brands‟ [esp. Newcastle Gateshead] is needed where the North East shows an internationally competitive edge in specialist markets.  The Regional Image Strategy aims to identify the brands in which the North East can compete at a European level, prioritise financial resources to support these brands and promote them with maximum effectiveness. 2.5 Tourism Strategy It is also understood that the tourism strategy is still in development and near completion. However, in a hierarchy of policies, plans and strategies, it seems sensible to us that the tourism strategy be informed by our work on rural sports tourism – a highly specialist or niche market – rather than the inverse. Inasmuch as the economic contribution of rural sport tends to be via its capacity to generate and (more importantly) influence tourism, we would argue that a strategic approach to rural sports should cascade from the much broader tourism strategy for the region. Locum Destination Consulting J0383/da/24/1/09/894f15be-3499-4eda-ba1d-fd4f86335de4.doc Page 10 Rural Sports Tourism 3 3.1 Conceptual Framework Definitions The study as a whole is framed by three key words, which all need a cogent definition: „Rural‟, „Sport‟ and „Tourism‟. Accepting the difficulty of trying to find all-encompassing definitions for these key terms that meet the needs of all stakeholders, it is crucial as a means to limit the scope of a study which otherwise runs the risk of being overly diluted. We therefore employ the following definitions for the purposes of this study. 3.1.1 Rural A key complication of defining „rural‟ sport is the fact that most natural environments can be „artificially‟ created within urban conurbations or on the urban fringe. Insofar as cities represent much larger markets, there is often a strong economic incentive to do precisely that. Further, this tendency towards the cities is reinforced as the sport grows and develops. There are, in fact, few competitive sports that make use of a completely untouched and pristine rural environment. The more the sport develops, the greater the need to conform to first national and then international standards. In a sense, sports development takes the emphasis off of the „geography‟ and places it on „geometry‟. For example, growth in the stature of the triathlon as both an Olympic and a stand-alone event, has led to its effective „urbanisation‟ in order to make it more available to a greater number and wider range of participants and spectators. At the Commonwealth Games in Manchester, even the swimming element of the triathlon was held in the enclosed basins at Salford Quays. Within the North East, a good example of this is the watersport activity around the Tees Barrage, which would intuitively be thought of as „rural‟ sports were it not for the fact that they mostly take place in Stockton. Hence, for the purpose of this study, we focus on those sports that primarily make use of the countryside (outside the urban fringe), especially as recreational activities, even if they can and do take place in the city for competitive events. 3.1.2 Sports Sport can be just as difficult to define, but in this case our task was simplified by the very specific definition of sport provided by the client at the outset. Although „sport‟ can be defined, in general terms, as ‘All forms of physical activity which through casual or organised participation aim at Locum Destination Consulting J0383/da/24/1/09/894f15be-3499-4eda-ba1d-fd4f86335de4.doc Page 11 Rural Sports Tourism expressing or improving physical fitness and mental well being, forming social relationships or obtaining results in competition at all levels’1, we were asked to consider only the following:    Competitive games Outdoor sports in which participants seek to negotiate a terrain Aesthetic Movement Hence, we do not include within the ambit of this study, any of the allied economic activity associated with sport, such as gambling on sport, sports leisure wear, equipment manufacturing, games software, etc.. 3.1.3 Tourism Defining tourism is a very complex business, as evidenced by recent work commissioned by One NorthEast and the Northumbria Tourist Board up to and including the North East pilot study on Tourism Satellite Accounting, which provided the following definition: ‘…the activities of persons travelling to or staying in places outside their usual environment for not more than one year for leisure, business and other purposes not related to the exercise of an activity remunerated from within the place visited.’ It is the „usual environment‟ criterion – which rightly replaces old concepts based on distance travelled, duration of trip, and purpose of visit – that opens the scope of „tourism‟ to the widest range of actors and activities. In particular, it does not distinguish between intra- and interregional tourism, which is critical in the North East where the former (as a proportion of all tourism), considerably outweighs the latter. However, insofar as we are primarily concerned with the net economic contribution of rural sports tourism, and less concerned (for the purposes of this study) on its incidental effects on quality of life and other socioeconomic factors, we adopt a much more limited definition of tourism. Specifically, our definition is restricted to visits to the North East by people resident outside the region for primarily leisure purposes (as opposed to business visits and VFR). This is particularly significant to the conceptual framework and analysis that follows, as it enables a fairly rigorous means to distinguish between „rural sports‟ issues and „rural sport tourism‟. By way of example, angling is amongst the most popular recreational activities in the UK (second only to walking/rambling). It is a highly inclusive activity popular with people of all ages and from all walks of life (though slightly under-represented by females). However, the majority of angling 1 Article 2 of European Sports Charter, Council of Europe Locum Destination Consulting J0383/da/24/1/09/894f15be-3499-4eda-ba1d-fd4f86335de4.doc Page 12 Rural Sports Tourism takes place within easy reach of home. Comparatively few people travel for game fishing and this market is dominated by adult, affluent males2. 3.2 Conceptual Framework for Rural Sport Tourism It is by putting these three definitions together that we arrive at a useful conceptual framework for thinking about „rural sports tourism‟. This framework is illustrated in Exhibit 1 overleaf. All of the sports in the „universe‟ of Exhibit 1 are recognised as such by Sport England. The rest of the classification has been undertaken by Locum Destination Consulting in consultation with stakeholders in the North East, governing bodies and through our own desk research. Principally, however, we have used the following rationale for assigning sports to various parts of the framework.  Is the sport practiced to a significant degree in the North East? We have paid particular attention to those sports that have formal regional representation, either in the form of a regional office of the governing body, or in the form of a club structure.  Does the sport have a significant inter-regional tourism impact? In other words, do significant numbers of people travel long distances to participate in or compete in the sport, or does the sport necessitate travel by virtue of the physical/natural infrastructure required for participation and competition. We have included some of the adventure/adrenaline sports because, they have – relative to the number of people that engage in them – a disproportionately significant impact on the regional image and profile.  Finally, does the sport benefit significantly from a rural environment, either for widespread participation and/or world class competition? Note that we do not insist, for our purposes, that the sport require a rural environment and many of the sports in this category are, indeed, practiced in cities as well (e.g. canoeing, cycling, equestrian sports). However, we have included those sports that are better suited to rural environments and that benefit from the availability of that „countryside capital‟. Since fishing is such a popular sport undertaken by different types of participant, we make the distinction between anglers (who we define as casual particpants in fishing close to home) and [game] fishers (defined as those fishing enthusiasts who are willing to travel for the sake of the sport). 2 Locum Destination Consulting J0383/da/24/1/09/894f15be-3499-4eda-ba1d-fd4f86335de4.doc Page 13 Modern P entathlon Netball Yoga Weightlifting Lacrosse B owls J udo B illiards E xercise/F itness S nooker Hockey S quash B oxing Gymnastics Life saving R oller hockey R oller skating S hinty Kabaddi Camogie Hurling Korfball F ives F encing Karate Aikido American football Aussie rules Arm wrestling B occia R tennis eal R ounders T aekwondo Wrestling S oftball J ujitsu R owing Croquet F ootball Disability S ports R ugby union Ice hockey Cricket Angling B allooning Canoeing Cycling E questrian Gliding Golf Hanggliding Hunting P aragliding Kite S urfing J etskiing Orienteering R ambling S ailing S hooting S urfing Yachting S aqua ub Curling Luge B obsleigh F lying Motor cycling Motor sports R ugby league P arachuting S kateboarding S kipping S ombo wrestling S treet and skater hockey S kiing S nowboarding Mountaineering P olo Caving R ural Chinese martial arts Dragon boat racing F encing Gaelic football Handball Ice skating J udo J ujitsu Kendo Lacrosse P etanque Quoits R acketball R ackets R acquetball S wimming and diving T able tennis T enpin bowling T of war ug Locum Destination Consulting J0383/da/24/1/09/894f15be-3499-4eda-ba1d-fd4f86335de4.doc Page 14 Rural Sports Tourism Exhibit 1: Conceptual Framework for Rural Sports Tourism Rural Sports Tourism Based on the framework set out above, we are able to significantly reduce the scope of activities that can reasonably be thought of as „rural sports tourism‟, which is not to say that the others are not important, but simply that they fall outside the scope of this study. It is those sports at the intersection of these four categories – sport, rural, tourism, and North East – that we have focused on and that we will refer to as „rural sports tourism‟ as it relates to the North East in the remainder of this report. Locum Destination Consulting J0383/da/24/1/09/894f15be-3499-4eda-ba1d-fd4f86335de4.doc Page 15 Rural Sports Tourism 4 4.1 Market Context North East Tourism Economy The 2002 Tourism Impact Pilot Study for the North East (a prototype Tourism Satellite Account), remains one of the most comprehensive economic impact analyses of tourism at the regional level ever undertaken in the UK. Without rehearsing all the findings of that report, it is worthwhile highlighting the key regional impact statistics. Namely,  Tourism accounts directly for about 4.5% of employment in the region, and for another 5% through indirect and induced effects.  Tourism is worth nearly £5 billion of business sales in the region, equivalent to nearly 9% of the total.   Circa 9.4% of regional GDP is associated either directly or indirectly with tourism. Tourism accounts – directly and indirectly – for c.100,000 jobs (or 10% of the North East total).   More than 20% of all tourism expenditure is spent on food and drink. Retail also benefits from additional footfall, especially in sparsely populated rural areas, but catering attracts higher levels of expenditure. 4.2 North East Rural Economy The rural economy in the North East is characterised by the following factors:  Some of the highest quality environmental assets of any English region, comparable to the South West and North West  Some pockets of severe deprivation as a result of declining industries (esp. mining and hill farming)  Some areas that are particularly remote, sparsely populated and poorly connected to main infrastructure and communications networks  Large number of small-to-mid sized „market towns‟ providing basic services for large and sparsely populated areas  High rates of small- and micro-businesses (fewer than 10 employees), including a high proportion of single operators and family businesses Locum Destination Consulting J0383/da/24/1/09/894f15be-3499-4eda-ba1d-fd4f86335de4.doc Page 16 Rural Sports Tourism  Decline in farm incomes and a need for diversification of rural economic activity 4.3 Rural Tourism An estimated £266 million per annum is spent by tourists in rural parts of the North East, although this is likely to include intra- as well as inter-regional tourism. Data from Northumbria Tourist Board on the proportion of visitors to the North East from outside the region shows that 54 per cent of visitors to the North East are from outside the region. Making the conservative assumption that only 40 per cent of people from outside the region will visit rural areas (considering many visitors will only be visiting urban centres such as Newcastle), we estimate total expenditure by tourists to rural areas from outside the region to be c.£100m a year3. Nevertheless, it is clear that some parts of the rural economy are disproportionately dependent on tourism including Kielder, where an estimated 30 per cent of jobs are tourism-related, and rural Northumbria, especially in the vicinity of Hadrian‟s Wall and along parts of the River Tweed. Exhibit 2, below, demonstrates the importance of the rural environment to tourists in terms of expressed demand (inasmuch as this only surveyed people who already made the decision to visit the North East). Taken together, more than one quarter of those surveyed claimed to have taken part in outdoor activities (including cycling and watersports), and a proportion of those visiting „heritage‟ sites are likely to have visited museums, castles, historic buildings and monuments that are located in the countryside (esp. Hadrian‟s Wall, but increasingly other attractions such as Alnwick Castle and Gardens). Whilst estimating that 40 per cent of visitors from outside the region will visit rural areas of the North East may seem like a high forecast, it should be remembered that a majority of these people will be living in counties outside the North East but bordering the region. These people, not respecting regional boundaries for obvious reasons, will frequently cross into Northumbria for activities, thereby contributing to rural spend figures. 3 Locum Destination Consulting J0383/da/24/1/09/894f15be-3499-4eda-ba1d-fd4f86335de4.doc Page 17 Rural Sports Tourism Exhibit 2: Activities Undertaken While on Holiday Activity No act ivit y Visit ing 'herit age' sit es Out door act ivit ies Sw imming Visit ing art ist ic or herit age exhibit s Visit ing a t heme park or act ivit y park 'Nat ure' act ivit ies Wat ching any sport /sport ing event Cycling Wat ching perf orming art s Wat ersport s BASE: All Holiday Visitors Number 905,000 432,000 391,000 288,000 185,000 164,000 144,000 123,000 62,000 62,000 41,000 2,056,000 Share 44.0% 21.0% 19.0% 14.0% 9.0% 8.0% 7.0% 6.0% 3.0% 3.0% 2.0% Includes Castles, monuments, churches, etc. Hiking, walking, rambling, orienteering Museums, art galleries, heritage centres. etc. Field study, nature study, bird or wildlife watching Theatre, cinema, concert, opera, ballet Sailing, boating, canoeing, windsurfing 4.4 Key Market Segments Sports tourists have only recently been identified as a distinct market segment, but are becoming increasingly important to cities and regions, especially in the context of developing events strategies. In the UK, Mintel has undertaken to profile „activity holidays‟, which largely centre on sports participation, and has found a strong concentration of 15-to-34 year-olds, in non-manual occupations (i.e. socioeconomic categories A, B, and C1). Men have also been over-represented relative to women, especially where outdoor sports are concerned. Whereas men tend to dominate hunting and climbing, women favour walking, hiking and skiing. However, these distinctions are becoming less and less prominent as an increasingly broader spectrum of people are choosing activity holidays. In Britain the fastest growth area in adventure holidays has recently been among older (55+), wealthier and more sophisticated travellers. Researchers have also tried to classify participants in activity holidays according to the intensity of activity involved. However, this research has shown that the activity and risk demands of a sport can be as much a function of the age and health of the participant as they are of the activity itself. Whereas young and able-bodied people are likely to define an activity as moderate impact, the same sport is likely to be described by older participants as high impact and high risk. However, other studies that have looked at particular sports, have found wide variance between levels of participation by different groups (e.g. Hall, C.M. Special Interest Tourism, 1992). For example, young to middle-aged men are more likely to be drawn to physically demanding or high impact „adventure‟ and „adrenaline‟ sports, whereas a growing proportion of ramblers and hikers are women and younger children. Locum Destination Consulting J0383/da/24/1/09/894f15be-3499-4eda-ba1d-fd4f86335de4.doc Page 18 Rural Sports Tourism 5 5.1 Key Issues Economic Impact Given the nature of the study area it is impossible to estimate the direct economic impact of rural sport tourism (measurable in terms of jobs created and value added). The „lever‟ through which rural sport tourism exerts maximum impact is, in our view, the tourism strategy. In other words, to the extent that rural sport adds to and enhances the regional tourist product (in particular by projecting an image of the North East as a „green‟ destination), the sector can be said to have an economic impact that is disproportionate to its size. Effective assessment of this impact would concentrate on an assessment of the perceptions of both visitors and non-visitors with a view to identifying, firstly, the extent to which the rural environment plays a part in their decision to visit/not visit and, secondly, the extent to which rural sport has a tendency to affect their awareness/understanding of the North East‟s rural environment. Further, as articulated in more detail in the Sport Skills Audit (see 5.6, below), rural sport can facilitate entry into the workforce and enable training/re-training of the long-term unemployed. In this respect, there is considerable opportunity to identify and support opportunities through successful Social Enterprise models (see Appendix 9 for further discussion on this), especially if aligned to the Social Enterprise Regional Action Plan developed by North East Social Enterprise Partnership and endorsed by One North East. 5.2 Role in a Regional Tourism Strategy There is, in our view, an important strategic role for rural sport within a regional tourism strategy for the North East; and it is in this context that rural sport can lever maximum economic impact (on a regional basis) for rural communities. Specifically, rural sport can be a powerful mechanism for dispersing the benefit of international and inter-regional tourism more equitably throughout the region. It is important to recognise the power of the urban product in the North East, especially in Newcastle/Gateshead. We would fully endorse the Regional Image Strategy‟s identification of these centres – as well as the Northumbrian countryside and Hadrian‟s Wall amongst others – as „fighting brands‟ with which to lure tourists to the region. In particular, with the completion of the Sage Music Centre (an icon that could easily compare to Sydney Opera House) and the ongoing Culture10 programme (a legacy of the Capital of Culture bid), the potential for marketing Locum Destination Consulting J0383/da/24/1/09/894f15be-3499-4eda-ba1d-fd4f86335de4.doc Page 19 Rural Sports Tourism Newcastle/Gateshead nationally and internationally should not be underestimated. Once in the region, however, holidaymakers will be in the market for things to see and do. Recognising that the countryside in the North East is a significant asset, the challenge for the rest of the region is to provide enough product of a high quality to keep tourists in the region longer, spending more, and visiting more places. It is in this vein that rural sport can provide additional product to bring tourists to parts of the region that they otherwise would have little or no reason to visit. 5.3 Contribution to the Regional Image Strategy The Northern Holiday Destination Perception Report carried out in 1999 demonstrated that rural scenery and rural sport are the most popular associations people make with regard to Northumbria. Of the eight focus groups that were conducted throughout the country for the study, „good walking‟ was the top response given in relation to perceptions of the North East on four occasions, with „good walking‟ falling within the top three responses every time. „Friendly local people‟ and „stunning scenery‟ were the second and third most popular answers. „Not too crowded‟, „rural coastline‟ and „easy to get to‟ all featured in the top 11 responses. The research demonstrated a strong divide between those that had visited the area and those that had not. Those that had been to Northumbria were strong ambassadors for the region, and seemed to have engendered strong loyalty amongst its visitors. This was partly because the region had surpassed expectations, with people arriving with a relatively poor perceptions and being „pleasantly surprised‟ by the reality. By contrast, there was a low level of geographical awareness amongst those people that had never visited the North East, and a tendency to equate the region‟s characteristics with those of Newcastle (a misperception that was especially prevalent amongst young Londoners). Hence the association of the North East with characteristics like nightlife, football, heavy industry, unemployment and shopping. To a lesser extent, people associated County Durham with the city of Durham, with the University and the Cathedral shaping people‟s perceptions of the area as a heritage-rich destination. There was very little awareness of the Tees Valley, and perceptions were primarily shaped by people‟s knowledge of Middlesborough which was unfortunately affected by the negative connotations associated with areas of industrial decline and restructuring. There is therefore a strong opportunity to capitalise on the positive associations of the North East with the rural environment to overcome some of the negative perceptions described above, in particular by using the imagery associated with rural sport. Sport, in this context, is a means to Locum Destination Consulting J0383/da/24/1/09/894f15be-3499-4eda-ba1d-fd4f86335de4.doc Page 20 Rural Sports Tourism alter people‟s perceptions of place, for example through the profile they generated by publicised events. When a region becomes known for particular types of sport, it affects people‟s perceptions of the region irrespective of whether or not they participate. That the North Devon coast is known as the premier surfing destination in the UK improves people‟s perceptions of beaches and coastline in the South West, even if only a small niche market of surfers actually participate in the sport. Similarly, the re-branding of New Zealand – one of the great destination branding stories of recent years – placed considerable importance on outdoor „extreme‟ and adventure sports, not because this is a particularly lucrative tourist market, but because it reinforces people‟s association of New Zealand with pristine, outdoor environments, youth culture, and excitement. There is a considerable disparity, in our view, between external perceptions of the North East, on one hand, and the reality of the product, on the other. This is confirmed by the Regional Image Strategy itself, which found that the market still has a tendency to associate the North East with images of “…industrial, grey, bleak, back to back terraces” and the findings of the Northern Holiday Destination Report Research Report which revealed that those who had actually visited the North East had extremely positive experiences whilst there. Growing tourist participation and the profile of rural sport in the region will help to combat this misconception and reinforce positive images that balance the world class heritage, arts and cultural facilities of Newcastle, Gateshead and Durham, with the rural and countryside imagery available elsewhere in the region. 5.4 Promotion A common theme amongst consultees (from virtually all sports queried) has been a desire for regional authorities to promote the region‟s strengths in rural sport more aggressively to UK and overseas markets. Whilst there is certainly scope for this in some areas (notably to overseas sailing markets), we would also endorse the ethos of the Image Strategy (and the upcoming tourism strategy), that image must be underpinned by substance. Put simply, is the product strong enough at the moment to be promoted to a national audience? This is a key issue because the tolerance of people travelling long distances and at significant expense to a product that is deemed inferior to what is available in their own region is much lower than it is for residents. Clearly, this issue needs to be considered on a sport-by-sport basis. In general terms, however, we are concerned that – whilst the resource is there (in terms of the natural environment) – the allied services, such as accommodation and catering, are insufficiently developed in some areas Locum Destination Consulting J0383/da/24/1/09/894f15be-3499-4eda-ba1d-fd4f86335de4.doc Page 21 Rural Sports Tourism to warrant promotion on a national scale. The product needs to be of a high quality and well integrated for it to be a strong branding proposition for a marketing campaign. For branding to be effective, it must succeed in differentiating the product from the competition. In this respect the North East must resist adopting a „me-too‟ approach. Rather than appropriating a familiar strategy to marketing rural sports (i.e. „the extreme sports destination‟ such as typified by New Zealand and more recently Scotland), it is essential that the unique strengths of the North East are identified and drawn on specifically. From this study, it would seem that the region is not well-positioned to market itself as an extreme sports destination. Rather its strengths rely on relatively easy access, a good reputation for cultural activities in the cities (particularly Newcastle-Gateshead), scenic countryside, and good (and in some cases excellent) natural resources and facilities for rural sports. This is the „package‟ the North East has to offer. The target market is therefore perhaps not the thrillseeking tourist looking for state-of-the-art adrenaline sport opportunities, but rather the large youth market, especially those visiting friends and relatives, that are known to visit the region frequently. There is potential for the North East to position itself as a short-break destination that „has it all‟, and importantly, within close proximity and easily accessible. This could be especially attractive to those people who would like to try a range activities, and potentially for the first time, who have not had the opportunity to do so previously. Hence the emphasis below on „multi-sport‟ events that reinforce this image of the North East as the place to „do it all‟ with relative ease. As mentioned previously, this type of branding may not lend itself to a national advertising campaign, rather a targeted approach to those tourists already in the region may be more appropriate. This is likely to be easier, more cost-effective and better suited to achieving the objective of ensuring that rural communities benefit from the growth in tourism generated by the region‟s „fighting brands‟ (see Section 5.1). Moreover, whilst we have emphasised throughout this report the importance of underpinning the brand with a high quality and integrated product, it should also be noted that identifying a target market can be valuable in terms of determining which areas of infrastructure and what facilities should be prioritised for development. For example, if the newcomers to rural sports are to be targeted, certain services such as hire facilities, sports schools and ancillary services (such as special moorings in the case of sailing or safety deposit boxes to leave guns at hotels in the case of shooting- see case studies) need to be in place and funding may be need to be redirected to ensure that the realisation of these objectives is prioritised. A final thought on the promotion of rural sports in the North East concerns the limits of the natural environment to absorb the congestion created by additional tourists. The potential threat to the Locum Destination Consulting J0383/da/24/1/09/894f15be-3499-4eda-ba1d-fd4f86335de4.doc Page 22 Rural Sports Tourism environment and constraints it may place on the development of tourism are dealt with in Section 5.7. 5.5 Facilities and Services – Finding the Bottlenecks It follows from 5.4 that, in terms of product development, it is important to identify the barriers to participation faced, in particular, by beginners and casual participants. Unless rural sports are opened up to wide public participation by the inexpert and uninitiated, they will always be lowvolume, low-impact activities, practiced by a narrow market of enthusiasts. Spontaneously and opportunistically converting holidaymakers in the region into participants of rural sports requires complete ease and facility for people to engage in the sport, even if only on a superficial level. They want instant gratification with very little „hassle‟. They may need equipment, instruction, and supervision. In some cases – e.g. canoeing, cycling, rambling – they need to know where to go, how long it will take, how difficult the course is, what they are seeing along the way. They need reassurance that systems are in place to guarantee their safety. Some sports are physically demanding and potentially dangerous, which means that some organisation needs to assume the burden of public liability insurance. Equally, other stakeholders, principally landowners, need reassurance that casual participants understand the rules and limitations of the sport, that they respect private property and the environment. Kielder Forest‟s approach to „progressive encouragement‟ is a „best practice‟ example of how to cater to beginners and drive up participation of casual visitors (See Appendix 7). Each sport needs to identify what the barriers to participation are – some are discussed in the case studies appended – and prioritise these in their own product development strategies. They will differ from sport to sport, but might include, for example, qualified coaching and supervision for canoeing; equipment hire and trail-making for mountain biking; a bespoke „school‟ for game fishing on the Tweed; maps, guides and brochures for ramblers; more mooring and berthing facilities for yachts coming from overseas and better onshore facilities in the marinas; etc... 5.6 Sport Skills Audit There are a number of relevant findings and issues from the Sports Skills Audit which are pertinent to this study. Consultations with professionals working across the sports tourism sector have illustrated that like other parts of the sports sector there is an „over supply‟ of „basic‟ skilled individuals (qualified to G.C.S.E‟s /NVQ‟s level 1&2), however there is an evident shortage in the following rural based sport-tourism skills: Locum Destination Consulting J0383/da/24/1/09/894f15be-3499-4eda-ba1d-fd4f86335de4.doc Page 23 Rural Sports Tourism  sport-tourism specific skills (e.g. first-aid, level 2/3 coaching, event promotion and management).   relevant hands-on experience specialist „top-up‟ skills such as budget management, marketing expertise, funding applications, health and safety and organisational skills. The above skill factors would have obvious implications in developing a strong sports-tourism focus in the North East. A shortage of the above skills would potentially limit the development potential and future success for new sports-tourism opportunities across the region. The Sports Skills Audit process has emphasised that there is an opportunity to create and skill entrepreneurs and private businesses within the sports tourism sector (especially in the rural context) – not least due to an evident shortage of capable personnel, particularly in respect of sports-tourism skills, event promotion and management. As other regions of the UK have illustrated that skills training support and encouragement of entrepreneurs is more likely to lead to new sports-tourism ventures e.g. cycling/mountain-bike based activities, as illustrated by regions such as North Wales. 5.7 Leadership and Responsibility A key issue in rural sport tourism – compounded by the fact that it impacts on and is affected by separate rural, sport and tourism policies, plans and strategies – is where authority and responsibility could and should reside. In short, where do stakeholders look for direction? Who is best positioned to assume leadership in this area – Sport England, One NorthEast, the Countryside Agency? It is likely that leadership and responsibility over this particular issue – i.e. rural sport tourism, which is characterised by cross-over and overlap of agendas – will in practice need to remain fragmented between organisations, and projects will need to be considered on a case by case basis, depending on their outcomes. A useful discipline in making these judgements, however, is to always consider each project from the perspective of consumer motivation. In other words, to determine whether or not a project relates to the tourism strategy, the sports strategy, the rural action plan or some other guiding document, our own approach is typically to consider it from the market perspective in terms of the core motivation of the consumer. For example, there is some question as to whether or not walking/rambling should be within the sport or tourism domain. It is useful in cases like this to think about the underlying rationale of the Locum Destination Consulting J0383/da/24/1/09/894f15be-3499-4eda-ba1d-fd4f86335de4.doc Page 24 Rural Sports Tourism walker: is he/she participating primarily for the exercise, or is walking simply a way of enjoying and engaging with the countryside? For the majority of the market – in terms of volume – it is the latter. On this basis, walking/rambling would be thought of as essentially a tourism issue (albeit with implications for the rural action plan and the regional plan for sport). The same could be said for leisure biking across rural cycle routes. By contrast, organised mountain biking competitions, or a cross-country race, are effectively sports that happen to use the countryside as a „venue‟. Given appropriate facilities, they might just as easily participate if the event were held in the city – in the same way that canoeists will use the facilities at Stockton-on-Tees. More generally, insofar as the main lever for rural sport tourism to have a demonstrable effect is through tourism (both in terms of attracting tourists and visitor spend, and – crucially – in terms of promoting a young, fresh, „green‟ image), our view is that „rural sports tourism‟ – at a strategic level – should ultimately fall within the ambit of the regional tourism strategy. In recommending this, however, we are conscious that – to be effective – any realistic tourism strategy must be focussed and limited. It is therefore important to recognise the core objectives of the tourism strategy and consider the ways in which rural sports can advance them. In other words, the reader is reminded that „rural sports tourism’ is not synonymous with rural sports development. The latter clearly falls within the bounds of the regional plan for sport, aimed as it is at driving up local participation and improving performance. However, where projects, programmes and initiatives relate directly to tourism development (for example, by opening participation to holidaymakers and beginners, or by developing an event with significant throughput or a high media profile) then there is value in considering these within the scope of the tourism strategy. 5.8 Opportunities From consultations both in the North East and with national governing bodies, we have identified the following areas of opportunity worth further investigation in the North East. 5.8.1 Events With particular strengths in mountain biking, orienteering and paddle sports, potential exists for, say, a 12-hour multi-sport endurance event. This taps the growing trend toward adventure/adrenaline sports and has the potential of promoting some of the best parts of the North East countryside. Equally, this can help to foster inter-regional links through joint development with either Yorkshire, the North West or Scotland. Locum Destination Consulting J0383/da/24/1/09/894f15be-3499-4eda-ba1d-fd4f86335de4.doc Page 25 Rural Sports Tourism Consultations with a number of governing bodies of sport, event promoters and delivery agents actively engaged in the process of promoting rural sports tourism have illustrated that there is potential to join forces with other regions in the promotion of multi-sport endurance events. This type of activity, incorporating mountain-biking, orienteering, fell running, paddle sport, gorgewalking, scrambling, hiking and other types of outdoor pursuit activity is becoming increasing popular as a means of attracting the corporate or team challenge market. Such challenges typically involve sponsors, charities and personalities, and also offer television interest, tourism profile and the opportunity to spread the financial risk via several partners. The events are management intensive, require a great deal of logistical support but importantly do offer the chance to develop something unique. Crucially they can also be used to showcase the region‟s best assets, gaining publicity for the region whilst helping to build brand profile and awareness. A good example of this is the Salford ITU World Cup Triathlon which is used to showcase Salford‟s key attractions; the quays, the Lowry and Manchester United‟s Theatre of Dreams. An event which does this in a rural setting is the Ironman Wales Triathlon competition, held annually in Llanberis in which 1,250 triathletes compete for the Ironman title against a backdrop of rural Wales. The environment is incorporated into the competition, the lake being used as the venue for the swimming component. A similar event could be organised at Kielder Water and Forest. Wales currently has an advantage in serious mountain biking competitions, but the North East has the infrastructure and personnel in place to challenge this advantage (although in some places investment is needed i.e. new trails are needed at Kielder Forest if it is to compete with Wales and Scotland) . More importantly, however, there is the potential to develop a larger and less competitive (more recreational) event with wider appeal. The Tyne Tour is already a highly successful paddle sport event and this can be strengthened, in particular by easing the pressure for accommodation, perhaps by organising bespoke transport for athletes and equipment from market towns and cities to and from the start and end point. In addition, it is our understanding that a „do it yourself‟ (at your own pace, on your own time) Tyne Tour package is being developed, and this adds to the overall appeal of the race. The East Coast Sailing Week, which currently draws around 40 to 50 boats, has also established itself as an increasingly popular event, amongst both participants and spectators, and could also be greatly expanded based on a best practice model derived from the Scottish Sailing Series, the second largest sailing regatta in the UK. The North East also has an international profile in clay pigeon shooting, the World Championships having been hosted several times at Bywell Shooting Ground in Morpeth. The Locum Destination Consulting J0383/da/24/1/09/894f15be-3499-4eda-ba1d-fd4f86335de4.doc Page 26 Rural Sports Tourism National Fly Fishing Championships have also been held in the North East, at Kielder Water, and this event could possibly be further developed. Beyond these key „signature‟ events, the nature of the countryside itself affords the opportunity to develop smaller scale events in „fringe‟ sports in a more opportunistic way. For example, the North East has one of only a half dozen of competitive standard, disc golf courses (in private ownership in Northumberland) which attracts a small but growing number of competitors on an established UK circuit. Generally speaking, from a tourism perspective, there is a natural incentive to support and promote events that showcase the region‟s rural assets both to competitors and spectators, and in the media. These include Hadrian‟s Wall Country, Kielder Water and Forest Park, and the Northumbrian coast. 5.8.2 Products and Services As discussed elsewhere, from a rural sports tourism perspective, product and service development should consider how to make the sport more easily accessible to holidaymakers already in the region with little time and a low tolerance for low quality and complication. In many cases, this will include the following:      Equipment sale and hire Instruction and supervision Provisions for health and safety Information (e.g. maps and guides) Trail making and marking It is also worth highlighting that many rural sports continue to be dominated by affluent, adult males, although this is changing due to concerted efforts by sports associations, shooting and game fishing. Although it is in everyone‟s benefit to widen participation in sport to a broader audience, there is a particular opportunity from a tourism perspective to put in place the allied products and services that encourage participants to bring their families and stay longer. This was identified as a weakness in, amongst others, hunting and mountain biking. In this context, the proposed fishing school is a good example, inasmuch as it provides mothers and children the opportunity to participate in the sport. Locum Destination Consulting J0383/da/24/1/09/894f15be-3499-4eda-ba1d-fd4f86335de4.doc Page 27 Rural Sports Tourism Compared to other regions (especially on the continent rather than the UK), there is a gap in the market (on the supply side) for integrated and inclusive rural holidays in the North East 4. These are no-hassle packages that include accommodation, meals, transport, baggage handling, equipment, instruction and guides. They require a strong network of a variety of different service providers (including hotels/B&Bs, restaurants, sports facilities, retailers, and clubs). Where the market is particularly buoyant, they are often conceived, organised and led by established package tour operators, but it is likely that the market is still too undeveloped in the North East to make this a viable commercial proposition for them. These types of packages are currently developed on an ad hoc basis by interested parties and they fall far short of the total inclusion/immersion/integration that holidaymakers have come to expect. It is therefore worth investigating potential multi-sport and multi-activity tour packages through established networks. Inasmuch as market towns could act as rural „hubs‟ for these types of packages, there may be scope in pursuing this through the Market Towns Initiative as well. 5.9 Constraints There are a series of key constraints to further development of rural sport tourism in the North East that are not easily mitigated. Principally, these include the following: 5.9.1 Public Liability Burden The organisations leading many of the initiatives are often (but not always) small and volunteerled. The need for public liability insurance is often a barrier to the development of events, products and services that would open the sport to a much wider audience. For example, the need for public liability insurance has been identified as a particular problem for the organisation of equestrian, watersport and cycling events. Because it is such a fundamental issue (and will always be a factor), this could be a cause of market failure sufficient to justify a bespoke stream of grant funding to encourage the development, in particular, of events. This could therefore be further considered in the course of the developing events strategy. A notable exception being Saddle Skedaddle, based in Newcastle, offering multiactivity holidays in the North East. Accommodation at good fishing locations where prices include fishing permits are also increasingly common (see Appendix 3). 4 Locum Destination Consulting J0383/da/24/1/09/894f15be-3499-4eda-ba1d-fd4f86335de4.doc Page 28 Rural Sports Tourism 5.9.2 Weak Formal and Informal Networks Networks within the rural sports community are largely ad hoc and undeveloped. A notable exception and best-practice example is the inter-marina partnership led by Amble Marina which is a good example of (essentially competitor) organisations partnering to grow the regional market as a whole. This is true between sports, but even more so between sport and other sectors of the rural economy. Our understanding is that strong networks will spontaneously form in response to particular issues (e.g. foot & mouth), but are rarely sustained. This is a significant weakness, particularly for the development of multi-sport and multi-activity holiday packages that require the active participation of a variety of different firms, organisations and individuals. Growing the profile and importance of rural sport tourism – for example, by explicitly identifying it as an opportunity within the tourism, events and image strategies – would provide a spur to better organisation. As discussed above, there may also be an opportunity to develop stronger networks through the market towns, acting as rural „hubs‟. 5.9.3 Land Assembly and Rights of Way A further constraint is the need for land assembly and rights of way, although this is a much wider issue currently being considered by DEFRA which is due to report soon on options for the way forward. In the interim, however, stronger networks of interested stakeholders (as mentioned above) will, at a minimum, give the rural sports community a stronger position vis-à-vis landowners. 5.9.4 Environmental Impact A final constraint to the development of rural sports tourism is the environmental damage it may cause as the volume of tourists to the region intensifies. Environmental damage may manifest itself as destruction of the physical environment, such as soil erosion or the eradication of fragile species, but may also present itself as increased air pollution from air and car travel to the region, as well as increased noise and light pollution in rural areas where these have traditionally been marginal.5 It should be remembered that environmental impact varies according to the type of activity taking place and that some locations are more vulnerable than others (i.e. forests are the most vulnerable due to risk of fire). Indeed, one of the recognised USPs of the region, from a tourism perspective, is precisely the fact that it has the least light pollution than any other English region, giving it unparalleled views of the night sky. 5 Locum Destination Consulting J0383/da/24/1/09/894f15be-3499-4eda-ba1d-fd4f86335de4.doc Page 29 Rural Sports Tourism Damage can be restricted by the construction of specific infrastructure (such as hard underlay in the case of walking and mountainbiking to prevent erosion), good monitoring and management of natural resources such as country parks and rivers and better education of the public about an ecologically sound use of the environment. Moreover, the introduction of the concept of „carrying capacity‟ may be useful in determining practicable limits to the number of people that are able to visit a location before the damage to the environment becomes so severe that the number should in some way be limited. Where this condition does manifest itself, the concept of charging as a means to ration use should not be dismissed. Whilst it appears to contradict the principle of equitable access, there is a strong rationale from both an efficiency and environmental perspective for rationing the use of a vulnerable resource through charging. This can be achieved, in harness with promotions, memberships and appropriately targeted discounts, to ensure that less affluent members of society are not unfairly denied access to the resource. Locum Destination Consulting J0383/da/24/1/09/894f15be-3499-4eda-ba1d-fd4f86335de4.doc Page 30 Rural Sports Tourism 6 Recommendations  Focus on rural sports tourism not as a “fighting brand” but as a complementary product to aid the dispersal of the benefit of tourism more widely throughout the region.   Highly targeted promotion at tourists already in the region. Use of rural sport tourism imagery in aid of the regional image strategy to project a more balanced view of the North East as a “green” destination.  Identification on a sport by sport basis of bottlenecks that prevent participation by a wider market, in particular causal participation by tourists in the region. In may be more effective to achieve this by encouraging and „incentivising‟ this type of analysis from the governing bodies themselves.  Upgrade and improve on key ancillary services for tourists such as accommodation and catering facilities in rural areas.  Redress any shortage of sports skills in the region that may cause bottlenecks in the development of rural sports tourism.  Encourage the establishment of rural networks between key operators of sports facilities, accommodation, catering and so forth in order to improve on the total rural sports package available to tourists to rural areas of the region.  Explore opportunities for signature events in the region including possible new events such as multisport 12-hour endurance event building on the profile of mountainbiking, orienteering, and paddle sports in the region.  Build on existing key events in the region such as the Tyne Tour in Hexham, the East Coast Sailing Week along the Northumbrian coast, the European Dragonboat Championships in Stockton and clay pigeon shooting Championships in Morpeth.  The need for public liability insurance is acting as a barrier to event development. Examine whether there is a rationale for bespoke grants to address this problem.  Invest in the development of products and services that encourage beginners to engage in rural sport.  Invest in the development of products and services that provide an incentive for participants in rural sports to stay longer, spend more and critically to visit as a family unit. The Market Towns Initiative might be a useful conduit for this, with the market towns acting as „regional hubs‟ for rural sports tourism. Locum Destination Consulting J0383/da/24/1/09/894f15be-3499-4eda-ba1d-fd4f86335de4.doc Page 31 Rural Sports Tourism  Encourage the development of integrated and inclusive multi-sport and multi-activity holiday packages (please note it is unlikely that established tour operators will have a commercial incentive to develop these given low levels of demand at the moment). Opportunities can be investigated through established and developing networks. Locum Destination Consulting J0383/da/24/1/09/894f15be-3499-4eda-ba1d-fd4f86335de4.doc Page 32 Rural Sports Tourism Appendices Locum Destination Consulting J0383/da/24/1/09/894f15be-3499-4eda-ba1d-fd4f86335de4.doc Page 33 Rural Sports Tourism 1 1.1 Canoeing Introduction Canoeing in all its disciplines is amongst the UK‟s most popular sports and leisure activities. Researchers at Manchester Metropolitan University have recently estimated that up to 2 million people participate in some form of canoeing (or paddling) in the UK every year and that the total benefit to the rural economy could be up to £700 million per year. There are many disciplines of canoeing and kayaking (the paddle sports) ranging from the traditional open canoe ideal for family recreation on canals, river or sea through the two Olympic disciplines of canoe slalom and sprint racing to the extreme, adrenaline variants like freestyle kayaking and wild water racing. Add to this touring and recreational canoeing and the current enthusiasm for adventure racing and multi-sport endurance events e.g. canoeing + rock climbing + mountain biking and the potential for paddle sports to make a real difference in the North East is apparent. 1.2 Current State The National Governing Body for both the sport and recreation of canoeing and kayaking (I.e. all the paddle sports) is the British Canoe Union. Current membership is about 46,000 and the sport is administered through the nine regions. Together with Cumbria, the North East forms the BCU‟s Northern Region and there are currently about 20 registered clubs in the North East providing paddle sport training and participation opportunities across all disciplines. In addition, there are seven BCU accredited training centres in the region which attract potential canoeists from as far afield as Scotland and Yorkshire to learn how to canoe. This provides a club network and a „corps‟ of committed volunteers and coaches that would be sufficient to support the early stages of a paddle sports strategy for the North East, although capacity building, particularly in terms of coaches, would also need to be an important part of any such strategy going forward. In terms of facilities, the region has one of only three purpose built international standard white water courses in the UK. Located at Stockton-on-Tees this facility has the capability of hosting major national and international white water events and Stockton‟s commitment to paddle sports in general is illustrated by the staging of the World Canoe Marathon Championships in 2001. Locum Destination Consulting J0383/da/24/1/09/894f15be-3499-4eda-ba1d-fd4f86335de4.doc Page 34 Rural Sports Tourism Stockton-on-Tees Borough Council also employs a Water Sports Officer based at Castlegate Quay who supports the training, recreational and competition opportunities afforded by the Tees Barrage. In addition the BCU employ a part-time Paddle Sports Development Officer for the region. Other established events in the region include the annual Tyne Tour which is held at Hexham every November and attracts over 1,000 paddlers from throughout the country (approx 80% from outside the region). Money raised from the Tour is used to support regional clubs and activity throughout the year. 1.3 Opportunity  Unlike most sports, paddling involves a wide variety of different disciplines providing recreational, touring, competitive and extreme participation opportunities from quiet placid inland waterways to white water and the sea.  The North East is an active and well-managed region within the BCU and has an established network of clubs and committed volunteers sufficient to support a North East Paddle Sport Strategy. They would be an enthusiastic and effective partner.  The region has attractive coastline, beautiful countryside and a network of inland rivers and waterways – all very attractive to paddlers both nationally and internationally.  The UK has only three international standard white water courses – one of these is in the North East at Stockton-on-Tees.  The region has a corps of committed volunteers with experience of hosting major international canoe events.  The annual Tyne Tour at Hexham is well established and already attracts over 1000 paddlers every year of which approx. 80% come from outside the region.  There is the potential for a sustained programme of regional, national and international events in the more formal canoe disciplines and for developing one or more unique North East endurance events e.g. adventure racing to showcase the region and create an image and profile.  Canoeing is one of 16 sports included in the Government‟s new £60 million Community Club Development Programme. The aim is to create a sustainable and financially viable sports club infrastructure that links with schools and provides appropriate support and pathways. Locum Destination Consulting J0383/da/24/1/09/894f15be-3499-4eda-ba1d-fd4f86335de4.doc Page 35 Rural Sports Tourism All of the above suggests an opportunity for developing canoeing in the North East, particularly if part of a coherent regional plan. A key constraint, however, is the unavoidable conflict between canoeing and fishing, especially on the Tyne and Tweed. The latter, in our view, cannot be overly restricted due to the value generated by fishing in the region (which is much more significant than canoeing, if not in potential throughput, then certainly in terms of tourist expenditure). Whilst the opportunity for canoeing remains significant and worth investigation / support, it must by exploited within the limits set by the fishing season. 1.4 Ability to deliver to key objectives  The opportunity to develop a sustained programme of paddle sport events across all the disciplines from sea kayaking to white water racing provides the potential to build image and destination awareness.  There is potential to create a „signature‟ adrenaline or adventure event/tour in a magnificent landscape unique to the North East. This would showcase key natural assets, even if participation would be limited by the demands of the sport. The event could be tailored to showcase specific parts of the region and present the required visual images.  Paddle sports provide the opportunity to promote/develop sports tourism activity around existing major infrastructure e.g. Kielder Reservoir and Forest or to encourage participants and tourists to visit less well known parts of the region and thus promote the development of the appropriate tourism and sporting infrastructure in these areas.  Major paddling events such as the Tyne Tour also have considerable one-off accommodation requirements, although much of this tends to be absorbed by low-cost accommodation providers, such as campsites.  The development of, say, a 12hr multi-sport endurance event has the potential of promoting and developing cross-regional links between either Yorkshire, the North West or Cumbria and the North East.  Canoeing is one of few sports that can provide opportunities for casual recreation, family holidays, competitive sport for all ages and abilities, Olympic medals and extreme/adrenaline sport e.g. adventure racing. It is a sport that everyone can identify with and enjoy and thus a paddle sport strategy would have relevance to and engage with a significant number of people. Locum Destination Consulting J0383/da/24/1/09/894f15be-3499-4eda-ba1d-fd4f86335de4.doc Page 36 Rural Sports Tourism  The BCU has a signed Memorandum of Understanding with the Government‟s wildlife agency, English Nature, which recognises that canoeing relies upon access to rivers and other open water that are important to wildlife and conservation.  The BCU actively promotes environmental awareness among it‟s members which recognises the unique role that canoeing can have in peaceful and unobtrusive access to the water, the countryside and the environment.  It has to be recognised however that some of the increasingly popular multi-sport adventure/endurance races may include other sports in addition to canoeing e.g. mountain biking where there are potentially significant environmental considerations which will need to be fully explored at the event development stage. 1.5 Key Issues Access to inland waterways is the biggest issue for paddle sports in the UK. Most inland waters in the UK, especially the smaller and upland rivers, are privately owned and to canoe on them without permission constitutes an act of trespass. Where there is no public launching point or public footpath to the waters edge it is necessary for paddlers to get permission to cross private land to access the water. The BCU‟s overall objective is to improve legal rights for canoeists – similar to the „right to roam‟ legislation now afforded to ramblers - and the BCU are currently recruiting a Campaign Manager to help achieve this objective. It is also understood that a DEFRA-sponsored study of this issue is underway, although it has yet to report. In the interim, however, paddlers are encouraged to achieve this on a local basis through voluntary agreements with landowners and in a number of pilot projects. This is happening to some extent in the North East, but it tends to succeed primarily in areas with a few large landowners, rather than a host of smaller ones. Access to tidal waters and common law navigations (e.g. canals and statutory navigations) is not an issue for BCU members, as BCU Membership includes the necessary British Waterways and Environmental Agency licences, but could be an issue for beginners. There is a perceived shortage of cheap accommodation within rural areas to support canoe tours and major events. For the Tyne Tour, for example, approximately 500 people will camp and 500 will stay in local B&B‟s but finding sufficient accommodation at the right price is a limiting factor. This issue would need to be addressed if a sustained programme of paddling and adventure/endurance events was to be developed as part of a regional sports tourism strategy. Locum Destination Consulting J0383/da/24/1/09/894f15be-3499-4eda-ba1d-fd4f86335de4.doc Page 37 Rural Sports Tourism It is recognised that there is a shortage of qualified coaches in the region. Investment to increase the number and quality of paddle sport coaches should be an important element of any new regional paddle sports initiative. 1.6 Paddle Sport Disciplines Paddle sports offer something for everyone – from calm steady paced touring on canals and placid waters to competitive sprint racing or the challenge of racing down raging torrents. Open Canoeing This is the traditional canoe with excellent open water stability ideal for taking mum, dad and the kids out for a pleasant day on canal, river or sea. Also used for wilderness camping trips and for naturalists wishing to view wildlife in their own natural surroundings with the minimum of disturbance. Marathon Canoeing From a few miles to over 100 miles there is an established programme of canoe marathon events for all ages and abilities. A true test of skill, stamina and tactics these events regularly attract large numbers of canoeists onto rivers, canals and lakes. Stockton-on-Tees very successfully hosted the World Canoe Marathon Championships in 2001. Sprint Racing One of the two Olympic Canoe disciplines sprint racing has an established performance pathway of local and national regattas. There are sprint races for singles, doubles and fours at 200m, 500m, 1000m and 6000m. Canoe Slalom The second Olympic canoe discipline slalom is the ultimate test of paddling skill. Speed and precision are crucial as slalomists have to squeeze through a series of gates as quickly as possible and without making any contact with the gates. There is a full programme of events from Division 4 in calm water for beginners to Division 1 (white water). Locum Destination Consulting J0383/da/24/1/09/894f15be-3499-4eda-ba1d-fd4f86335de4.doc Page 38 Rural Sports Tourism Canoe Polo This exciting contact team game is the fastest growing competitive canoe discipline worldwide and the UK already boasts World and European Champions and some very large outdoor tournaments e.g. Welsh Open. Combining both paddling and ball handling skills canoe polo pitches can be set up in swimming pools or on any stretch of flat water. There is a full National League structure (Open, Ladies and U18) and a National Canoe Polo Championships which takes place over three days around the late Spring Bank Holiday every year. Kayak and Canoe Surfing Great fun! There is a regular programme of events at the best surf breaks around the country including competitions for Ladies, Masters (Over 35yrs) and Juniors (U18‟s). Freestyle Kayaking Anything goes including riding over waterfalls !! The ultimate canoeing experience. Sea Kayaking This is one of the earliest forms of paddling and for most it is a quiet, individual experience to be enjoyed quietly away from the crowds. However a new development is sea racing over distances up to 12 miles. Canoe Sailing Fondly known as „the IC‟ the International 10 Square Metere Canoe is one of the oldest forms of the sport and today this highly developed racing dinghy is the world’s fastest single handed monohull. There is an established programme of National Championships and premier events. Open Canoe Sailing In complete contrast this is the traditional open canoe with a sail. Again there is a regular programme of both racing and touring events (January to October) which are exceedingly popular with both beginners and experts. Wild Water Racing Canoeing‟s equivalent of downhill skiing this is the adrenaline sport in canoeing. There are National Championships in The Classic event (10-25 minutes duration) and The Sprint (2 minutes). Locum Destination Consulting J0383/da/24/1/09/894f15be-3499-4eda-ba1d-fd4f86335de4.doc Page 39 Rural Sports Tourism Touring and Recreation (including White Water Rafting) Canoeing is an activity that appeals to paddlers of every age and fitness. Whilst the more adventurous will attempt steep mountain streams others will choose slower flowing rivers and lakes. Recreational canoeing includes all non-competitive activities and accounts for more than 80% of the BCU‟s membership. 1.7 Existing Canoe and Kayak Clubs in the North East The paddle sport activities or disciplines offered by each club are indicated by the following letters: A B C D E F G H I J K M N P S Marathon Slalom Racing Surfing Wild Water Canoe Polo Canoe Sailing Touring Inland (Placid Water) After school activities Touring Inland (White Water) Touring Sea Surfing General Recreation Major Expeditions Introductory Courses Clubs Bede Canoe Club Blyth Kayak Club AHIJNS DHIJKMNS Locum Destination Consulting J0383/da/24/1/09/894f15be-3499-4eda-ba1d-fd4f86335de4.doc Page 40 Rural Sports Tourism Brinkburn Kayak Club Castlegate Quay Marathon Canoe Club Coquet Canoe Club Durham Kayak Club Durham University Canoe Club Gateshead Outdoor Activity Club Hartlepool Youth Services Canoe Club Hexham Canoe Club KECO Canoe Club Newcastle University Canoe Club Stockton and Thornaby Canoe Club Sunderland Marina Canoe Club Tees Kayak Club Tees Tigers Canoe Club Teesdale Canoe Club Tyne Valley Canoe Club Tynemouth Canoe and Waveski Club Weardale Water Sports Club HIJKMNS AH JKMNS BEHJLMNS BEFJLMNS NS HJNS ABEHIJKMN EFHIJMNS EFMNS AFH JNS HJKMNS ABEFJKM FN BEIJKNS BDEFHJKLMNS BDGHJMNS HILN Locum Destination Consulting J0383/da/24/1/09/894f15be-3499-4eda-ba1d-fd4f86335de4.doc Page 41 Rural Sports Tourism 2 2.1 Mountain Biking Introduction Not unlike other outdoor sports, mountain biking has rapidly increased in popularity across the UK. In 1994, there were about 5.5 million mountain bikes in the UK, it is now estimated that this figure has at least doubled. Indeed more than 60 percent of all new bikes sold in recent years have been mountain bikes. Plans are being considered by the Bicycle Association, in conjunction with the Association of Cycle Traders, to introduce a „fighting fund‟ that will promote greater usage of bicycles in the UK. Retailers would pay a small levy that in turn would be used to grow interest among the public and raise sales. There are four main competitive forms of mountain biking practised across the North East, as well as recreational usage of bikes (whether organised or casual). The four competitive disciplines include: Downhill: Riders race individually against the clock to challenge themselves against a succession of jumps, bumps, cambered corners and drop-offs. Four Cross (4X): Four riders compete on a specially designed course lasting between 25 seconds and 1 minute. Courses can be a mixture of natural or man-made obstacles covering varying levels of descent. Obstacles can include stutter bumps, doubles, table tops, step ups, drop offs, moguls, off camber corners and gap bumps. Cross Country: The most common type of competition that takes place on a marked course, with typically one lap covering 1-3 miles. The course usually consists of climbing, descending, single track, and technical sessions (tight turns or difficult terrain). Elite riders race for up to 2.5 hours and even longer in „marathon‟ category events. Cross-country bikes are ultralightweight with front and rear suspension and the discipline became an Olympic sport in 1996. National Level: The British National Series for all three disciplines is known as the National Points Series (NPS). This is the UK‟s premier mountain bike series. There are also the stand-alone national championships held once a year for each of the disciplines. Locum Destination Consulting J0383/da/24/1/09/894f15be-3499-4eda-ba1d-fd4f86335de4.doc Page 42 Rural Sports Tourism 2.2 Current State The British Cycling Federation (BCF) is the national governing body for cycling in the UK, although other groups such as the CTC (Cyclist Touring Club) are affiliated to this body. The BCF are keen supporters of mountain bike sport and the popularity of the sport was evident at the 2002 Commonwealth Games at Rivington Pike, where more than 40,000 spectators were in attendance. There are 18 cycling clubs registered with British Cycling in the North East (see Exhibit 3). All clubs participate in some, if not all of the mountain bike disciplines. The breakdown suggests that it is a predominantly male orientated leisure pursuit at the competitive/organised level. Exhibit 3: North East Membership of British Cycling Name NoClubMembers 16+ Under Females 16+UMales Over 16Females Over 16Males Descend. M2W Ferryhill Wheelers CC Gosforth RC Cestria CC Cheviot Hill Riders Houghton-Le-Spring CC MTS Cycle Sport Velo Club 167 Hetton Hawks Cycling Club Tyne RC Bishop Auckland CC Newcastle Cheviot CC VC Nouveau Hambleton RC My Way Trust Teesside Clarion C & AC Team MBUK/Scott Middlestone Shipmates Tot al 200 94 64 60 52 50 35 30 27 17 16 15 14 14 12 9 8 1 718 0 1 0 1 3 0 0 1 15 0 0 0 0 0 0 0 0 2 23 40 4 0 1 28 0 0 2 12 0 2 0 0 0 0 0 0 2 91 3 1 2 5 0 0 0 3 0 0 2 2 0 0 0 0 1 3 22 157 88 62 53 21 50 35 27 3 17 12 13 14 14 12 9 7 0 594 Interviews with Claire Rollinson – Membership Services Manager – British Cycling and Stephen McIntosh – Regional Administrator – British Cycling revealed the following picture of activity among some clubs in the region:  The Cheviot Hill Riders is solely a mountain bike club, voluntary based. It is made up primarily of male students. The club has a lease on private land where they have used lottery funding to create purpose built tracks. They also have an agreement with the Forest Enterprise to build within. They use tracks in Wooler and Simonside at Rothbury.  Descend. M2W (mild to wild) is a club whose local facility is Hamsterley Forest, County Durham. Descend consists of local enthusiasts who have a high understanding of the need to promote mountain biking, the facility and also future developments. Locum Destination Consulting J0383/da/24/1/09/894f15be-3499-4eda-ba1d-fd4f86335de4.doc Page 43 Rural Sports Tourism  Hamsterley Trailblazers is a group of mountain bike enthusiasts based in County Durham who participate in regular trailblazing activities. They work alongside the Forestry Commission and Descend Hamsterley in an attempt to make Hamsterley forest one of the premier mountain bike riding experiences in the UK. Their aim being to make it a Mountain Biking Centre of Excellence. 2.3 Examples of Good Practice The Descend Hamsterley Project aims to promote Mountain Biking in the North East with the emphasis on the training and coaching of youths, from novice and newcomers riding for pleasure to youths that wish to progress and enter into mountain biking as a sport. Key members are heavily involved in aspects such as course building, youth training and future events. As official organiser and project management group, Descend aims to improve the facility by offering development that meets the needs for both local and visiting users. It will offer local and regional events and in time a North East race league for schools and youth groups. The project will be the first Multi Use Cycle Centre of its kind and is considered to be a great boost for cyclists in the North East region. The project encourages students to come along to the course to participate in the sport along with photographing the course. The students get a certificate which can count towards their GCSE in Sport. Hamsterley will host part of the 2004 English points series in April 2004. 2.4 MTB Courses/Tracks Hamsterley Forest, County Durham Owned by the Forestry Commission, Hamsterley Forest has proved itself to be one of the top venues in the North East England for mountain biking with over 30 miles of waymarked cycle routes within the forest, many of which offer quality technical single track. The facility is purpose built and offers courses in trails for training and events as well as pleasure riding, national downhill, 4X, dirt jumps and cross-country. due for completion June 2004. Forthcoming plans include a newcomers and novice riders area for skills development along with an international 4X course Kielder Water and Forest Park Kielder‟s 200 square miles of forest and 27 mile lake shoreline offer routes for cyclists of all ages and abilities. The area is fast becoming known as one of the best centres for mountain biking in Locum Destination Consulting J0383/da/24/1/09/894f15be-3499-4eda-ba1d-fd4f86335de4.doc Page 44 Rural Sports Tourism Britain. There are 13 waymarked trails, from easy to demanding and two off road routes, accessible all year round. Kielder also offers cycle hire, repair and wash facilities. It has many accommodation facilities ranging from bed and breakfast and self catering cabins to caravan and camp sites and wild backpack sites. Chopwell Woods, County Durham There is a small technical mountain bike track built by the North East Free-riders Association. The Forestry Commission tend not to promote the track in their tourism literature as they don‟t want overuse of the track. Instead, they point mountain bikers in the direction of Hamsterley or Kielder Forest. The track is fairly well used by enthusiasts through word of mouth by the North East Free-riders. Coquetdale One of best places for mountain biking in England with hundreds of miles of bridleways, old drove roads and forestry tracks. Situated in Northumberland National Park and Cheviot Hills, there are plenty of fantastic downhills with stunning scenery. Also, the added advantage of not many people around so less walkers and horses to avoid. There are around 7 routes. Other Tracks Guisborough Forest Dalby Forest (although this is slightly out of North East area – more Yorkshire area). Singletraction is a thriving club based in the North East who build trails primarily in Dalby Forest. 2.5 Mountain Bike Routes Sustrans, the sustainable transport charity coordinating the National Cycle Network, works in partnership with some of the local north east authorities and other organisations to extend the network along disused railways, canal towpaths, tracks and traffic-calmed roads. Major long distance cycling routes in the North East include:     The Reivers Coast & Castles Sea to Sea (C2C) Pennine Cycleway Locum Destination Consulting J0383/da/24/1/09/894f15be-3499-4eda-ba1d-fd4f86335de4.doc Page 45 Rural Sports Tourism  Hadrian‟s Cycleway (in advance stage of preparation) Many other shorter leisure cycling routes exist along the North East. Some local authorities have leisure cycling route brochures detailing the routes which are a mixture of public highway with and without cycle lanes along with off-road cycleway/bridleways. 2.6 Mountain Bike Based Tourism There are many companies offering mountain biking holidays across the UK from the North East. Many of the holidays appear to promoting mountain biking holidays abroad or indeed in Wales and Scotland. There are some that offer holidays in the North East but the supply appears to be quite limited. Facilities usually offered include :      Accommodation in the way of guesthouses or country inns Bag transfer Full information services Emergency breakdown Return transport Skedaddle is a company based on the Quayside in the North East that offers cycling, mountain biking and multi-activity adventure holidays. The biking holidays it offers in the North East are to The Cheviots and the Sustrans routes of C2C and Coasting Castles. The main client base is professionals from the south of England who basically want to turn up in the area, have very little to organise and enjoy the outdoor experience. Mountain biking events are mainly for professionals and there is a lack of activity to keep children entertained during these events. A distinct lack of competitions in the North East is reportedly due to the amount of public liability insurance required for such events (although the foot and mouth crisis set the sport back as well in recent years). 2.7 Comparator Case Study: Mountain Biking Wales (MBW) Wales is increasingly recognised as the home to mountain biking in the UK. Coed-y-Brenin forest near Dolgellau hosts an increasing network of handbuilt all weather singletrack and dual slalom courses. These range from the 12km fun route, to the Red Bull and MBR trails, through to the Locum Destination Consulting J0383/da/24/1/09/894f15be-3499-4eda-ba1d-fd4f86335de4.doc Page 46 Rural Sports Tourism 38km technical singletrack of the Karrimor loop. The facilities are open and used by families and world-class riders alike. The premier guide to Mountain Biking in Wales can be accessed through the tourism gateway website managed by the Wales Tourist Board. Everything you need to know about Mountain Biking in Wales is on this website, ranging from where to ride, to events and of course links to accommodation etc. It has the backing of the International Mountain Biking Association (IMBA) who in their annual trail report state “ Wales is the envy of the mountain biking world”. Five of the 7 MB Wales centres were awarded „A‟ grade status in the 2002 IMBA report card. The Welsh trails are one of the only Elite grade areas outside the US. Coed-y- Brenin was singled out as the best site the IMBA team visited in the whole UK, while Afan Forest park Gwydr Forest, Nant yr Arian and Cwm Carn were named among the best in the world. The riding at the sites is world class, and the construction techniques developed by the Welsh trail builders are acknowledged as the most advanced in the world. Forest Enterprise has been developing these mountain bike trails to make Wales into a world class mountain biking destination and these awards are a tremendous vote of confidence in what we have built here. The mountain bike trails are a magnet to tourists, attracting more that 120,000 bikers a year, and the surrounding community benefits directly. The example is being followed in other parts of Britain, with both Scotland and Ireland now embarking on trail building programmes of their own. 2.8 The North East Opportunity Unlike other regions the North East does not have to start from scratch in order to build up its profile and presence in the mountain bike market. Its current competitive base includes:         excellent transport links outstanding areas of natural beauty a small but knowledgeable club base across the region linkage with other regions and countries a reputation for hosting events existing tracks, trails and cycle networks (sustrans) personnel a strong base for partnership delivery in sport, tourism and culture Locum Destination Consulting J0383/da/24/1/09/894f15be-3499-4eda-ba1d-fd4f86335de4.doc Page 47 Rural Sports Tourism   a unique identity with historic sites such as Hadrian‟s Wall the potential to exploit a growing market. 2.9 Ability to Deliver key Objectives As highlighted within the case study, the North East mountain bike scene has enormous potential for competitive and recreational riders across the whole region. Northumberland in particular offers a unique blend of coast line, natural beauty and historic trails such as Hadrian‟s Wall.  The sport of mountain biking is in our belief an untapped resource that can provide a stunning sports-tourism experience of imagery and natural beauty and hence enhance the portrayal of the North East region.  Good road, rail and air links provide the basis for establishing weekend breaks and inter-regional network holidays across the north of England and into Scotland.  The activity not only appeals to holiday-makers, it also attracts competitive events and the attraction of spectators, competitors and national and international coverage.  There is an abundance of natural resources suitable for the casual and more competitive rider. Several courses are beginning to develop but the region is far behind Wales and Scotland in maximising the potential of the sport as a sports tourism tool.  The transport infrastructure and network of cycle pathways, forests and off-road terrain provide opportunities for close links between North East and Yorkshire, Scotland, Cumbria and even the North West and could be more fully explored in terms of an off-road package with accommodation and supporting structures.  The majority of UK adults, young children and teenagers can ride a bicycle, and with an emphasis from government and the BCF to promote all aspects of cycling there are real opportunities to maximise the potential of the North East as a home for all types of mountain bike activity. The natural infrastructure is in place, outstanding areas of natural beauty can draw in tourists from across the UK and further afield, and supporting structures in terms of people and places already exist.  There are concerns with respect to the environmental impact of mountain biking that have led environmental groups to campaign for greater control over it as a recreational activity. The main concern is the erosion caused by wheel slip, particularly when the ground is wet. While recreational riders will stick to pathways, there is concern that the enthusiast or thrillseeker prefers off-track routes through woods, heaths and fields. This causes damage to plants and tree roots. Locum Destination Consulting J0383/da/24/1/09/894f15be-3499-4eda-ba1d-fd4f86335de4.doc Page 48 Rural Sports Tourism  In the case of the North East it is therefore recommended that mountain bike courses are specifically located in areas where the carrying capacity of the land can cope with the demands. Typically this will involve linkage of areas with standard trees and less sensitive soils and away from walkers and hikers.  The majority of UK mountain bike events currently take place in Wales, Scotland or Devon, however mountain biking as a recreational or sports tourism activity takes place across the whole of the country. There have been few economic impact studies undertaken on specific events and the expenditure of MTB sports tourists has tended to be aggregated with wider visits to the countryside, as recorded in the Day Visits survey for instance.  It is apparent that the sport of mountain biking does attract a significant flow of sports tourists and subsequent flows of expenditure. Due to the quality of the MTB courses and tracks rural Wales has the current advantage in this market, but it is not insurmountable.  The tourists either visit as recreational riders on a holiday with family or friends, as locals who enjoy weekend rides, as enthusiasts who escape to ride trails at the weekends or as competitors in events. Coed-y-Brenin alone now attracts in excess of 130,000 highspending visitors to its range of tracks. Certain routes now have an international reputation and events such as „Fat Tyre‟ can bring in excess of 1,000 visitors into the local area. 2.10 Summary While there are a number of mountain bike clubs, courses/tracks and suppliers of activity based holidays in the North East, it is evident that the North East is punching below its weight in this aspect of the sports tourism market. There are structures and personnel in place that can be consolidated and investment opportunities avail to enhance the region‟s profile and economic activity from all types of mountain bike pursuits. Individuals, clubs, countryside agencies and the national governing body of sport all appear eager to promote this cycling based activity further with the support of the agency and Sport England. Locum Destination Consulting J0383/da/24/1/09/894f15be-3499-4eda-ba1d-fd4f86335de4.doc Page 49 Rural Sports Tourism 3 3.1 Game Fishing Introduction The North East is understood to have some of the best game fishing in the UK (especially for salmon), including Scotland which is traditionally famed for its salmon. The Tyne, the Till and the Coquet have some of the best salmon fishing conditions in the country the Tweed possibly the best in Europe. The Tyne is the best salmon river in the country with healthy runs all year long. Sea trout populate the main river, both tributaries and also the River Rede. There is first class fishing on offer on the Tyne from Wylam to Hexham and its tributaries, the North and the South Tyne, are also excellent salmon and sea-trout fishing rivers. The Coquet is another good quality river with an estimated 16,000 migratory fish entering the river in 2001. The Coquet, being a small river, also allows the angler to fish with a single handed rod. The Wear in County Durham is another quality sea-trout river which receives good runs of salmon and grilse. Night fishing is very popular along this river. Smaller rivers include the Alm, Wansbeck, Blyth and Derwent. These have good stocks of brown trout. 3.2 Cost of Permits In England, all fishing requires an Environment Agency rod licence as well as a fishing licence for the stretch of river and type of fish sought after. The North East has a price advantage, over Scotland and Wales in particular, since the fishing licenses are cheaper in Northumbria. This is due to a lower demand for licenses since fewer people come to Northumbria to fish as the quality of the rivers is less publicised than rivers in Scotland and Wales. Permits for salmon and trout are however comparatively expensive, especially on the Tweed and Till. Fishing on these rivers is usually from a boat and the hire arrangement is likely to include a gillie who provides advice and tuition. Permits for the Tyne are rapidly increasing in price now that it is establishing itself as one of the best salmon rivers in the country after recovery from pollution. Permits for the Coquet and Aln are more competitively priced. Locum Destination Consulting J0383/da/24/1/09/894f15be-3499-4eda-ba1d-fd4f86335de4.doc Page 50 Rural Sports Tourism The salmon season runs from February to October but salmon fishing is regulated by the „catch and release‟ bylaw which means that all salmon caught before June 16 have to be returned to the river. The season for trout runs between April to October with no equivalent bylaw. The Tweed and the Till, however, are subject to Scottish fisheries laws. A voluntary code operates on the Tweed and the Till to prevent too many salmon being taken out of the river too early. 3.3 Holidays There are opportunities for keen anglers to take holidays in the region which are specifically tailored to fishing. There are several B&Bs in Northumberland that are well located for game fishing that include a fishing permit (and sometimes rod hire) as part of the accommodation package. Moreover, some estates are now offering accommodation to people who have travelled to the region to fish at popular angling spots.  Till Fishing Holidays offers self catering accommodation with fishing facilities, just 300 yards from a private fishery. Salmon, sea trout, brown trout and grayling are available in the nearby River Tweed.  Dunns House Fishing offers fishing on a three-quarters of a mile stretch of the river outside Otterburn. Fishing is included for guests or costs £29 a day for non-residents (2003 prices).  Woodlaw Farm Fishing, six miles north west of Otterburn, includes fishing permits with B&B accommodation. Fishing also available for non-residents for a fee. 3.4 Competitions and Events There are some competitions and events, although large scale events do not tend to suit premium game fishing sites, as the solitude is a part of the experience. Those competitions that do take place attract modest numbers of tourists from outside the region, many of which come from Scotland. Competitions are held between clubs, or between professional organisations (e.g. corporate events). The National Fly Fishing Championships have been held at Kielder Water and Forest Park. There are larger national and even international competitions in fly fishing, which can be held in the North East. For example, in June 2003 the Blackshaw‟s England v Scotland Fly Fishing Locum Destination Consulting J0383/da/24/1/09/894f15be-3499-4eda-ba1d-fd4f86335de4.doc Page 51 Rural Sports Tourism Competition was held at Berwick-upon-Tweed. It is important to note though, that even these „major‟ events do not attract tourists in significant volume. The England v Scotland competition drew about forty competitors. Currently, enthusiasts from outside the UK will travel to Scotland and Wales to participate and there is an opportunity to attract this market to the North East through targeted promotion of the region‟s strengths in specialist publications. 3.5 Newcomers to the Sport The Salmon and Trout Association are a large organisation and are active in encouraging newcomers to join the sport. They have launched several new initiatives including:    A leading role in the development of the National Angling Development Plan Development of an integrated coaching framework for game-angling Expansion of introductory courses for juniors, adults, disabled and the socially disadvantaged    Administration of the coach licensing scheme for the whole of the sport Administration of fishcoach.org – the kitemark for all angling instructors Development of a programme to identify talented anglers and provide progression from beginner to international level The main problem for angling in the North East is the lack of awareness amongst anglers of opportunities in the region. This is deemed to be due to the lack of active marketing of angling and other outdoor pursuits in the North East. 3.6 Access to Rivers Access to rivers for anglers is good. However, anglers and canoers are in direct conflict since canoes scare fish to the bottom of the river and make fishing much more difficult. However, the value to landowners in particular from fishing are too significant to ignore – a permit to fish for one day can cost hundreds of pounds depending on the location and season. Game fishers also tend to spend more on accommodation, equipment and catering. It would be impossible to generate such values through canoeing, which means that the latter will need to continue operating mostly in winter. Locum Destination Consulting J0383/da/24/1/09/894f15be-3499-4eda-ba1d-fd4f86335de4.doc Page 52 Rural Sports Tourism 3.7 Clubs and Associations Some of the numerous angling clubs in the North East include:               Axwell Park and Derwent Valley Angling Association, Blaydon, Tyne and Wear Bishop Auckland and District Angling Club, Crook, Co. Durham Coquet Angling Club, Ashington, Northumberland Darlington Brown Trout Angling Association, Darlington, Co. Durham Darlington Fly Fishers Club, Darlington, Co. Durham Derwent (Durham) Angling Association, Bridgehill Consett, Co. Durham Durham City Angling Club, Durham, Co. Durham Ferryhill and District Angling Club, Durham, Co. Durham Haltwhistle and District Angling Association, Haltwhistle, Northumberland Northumbrian Anglers' Federation, Newcastle upon Tyne Rothbury and Thropton Angling Club, Rothbury, Northumberland Stanhope Angling Association, Stanhope, Co. Durham Upper Weardale Angling Association, Bishop Auckland, Co. Durham Westwater Angling, 3 Crossways East Boldon, Tyne & Wear Rivers and clubs that are available to casual anglers include the following: The Tyne: The South Tyne: The North Tyne: The Rede: The Wansbeck: The Coquet: The Aln: The Till: The Tweed: Wylam; Northumbrian Anglers; Corbridge and Tynedale Council. South Tyne; Haltwhistle; Robin Hood and Alston. George Hotel, Ferryhill, Riverdale Hall, Snabdough, Falstone, Forest Enterprise. Otterburn; Dunns House and Woolaw. Wansbeck Riverside and Wansbeck Angling. Northumbrian Anglers; Murray Sports and the Anglers Arms. Aln Angling. Ford and Etal; Old Egypt and Lambton. Tillmouth Water Northumbrian Anglers Federation Fishing on stretches of the Tyne near Ovingham and Wylam plus 20 miles of the River Coquet for £85 (combined annual permit for the Tyne and Coquet) and £45 concessions, £25 day ticket Locum Destination Consulting J0383/da/24/1/09/894f15be-3499-4eda-ba1d-fd4f86335de4.doc Page 53 Rural Sports Tourism (excludes Coquet) , £65 weekly all fish (excludes Coquet tidal) Coarse Fishing £20 (River Tyne Only), Brown Trout only £55 and £35 concessions. (2003 prices). Wylam Angling Club Fly fishing only at Wylam and Hagg Bank. £5 a day, £2 concessions (2003 prices). Corbridge Fishing A 150 meters stretch of free fishing. Further information at Corbridge Tourist Information Centre. Tynedale Council Fishing Half a mile of fishing at Tyne Green, Hexham. £31 for adults, £16.10 concessions per year. £5.45 adults, £2.90 concessions per day (2003 prices). South Tyne Angling Club Five miles of salmon fishing for £130 per five day ticket (2003 prices), only available to visitors staying in the Parish of Haydon. Halfwhistle Angling Club Six miles of salmon and trout fishing for £20 a day, £50 a week or £120 for a season permit (2003 prices). George Hotel Fishing Three quarters of a mile stretch (salmon and trout) for £12 a day on North Tyne river near Hadrian‟s Wall. Riverdale Hall Beats are available on the North Tyne and Redesdale for hotel guests, including exclusive use of Redeswood for £40 a day. Snabdough Fishing A half mile stretch of the North Tyne for game fishing, four miles north west of Bellingham for £15 a day. Locum Destination Consulting J0383/da/24/1/09/894f15be-3499-4eda-ba1d-fd4f86335de4.doc Page 54 Rural Sports Tourism Falstone Fishing Club Two miles of the North Tune in the Northumberland National Park, game fishing for £10 a day, £50 a week (adults). Concessions £2 a day, £5 a week. Season permits also available. Forest Enterprise Permits for tributaries of the North Tyne near Kielder Water for £3 a day, £10 for three days, £15 for seven day permit, £25 for season permit. Available from Kielder Water Visitor Centre. Otterburn Tower Hotel Fishing Permits for a three and a half mile stretch of river at Otterburn for £20 per session. Wansbeck Riverside Park Fishing Permits available for trout fishing in the Country Park at Ashington. £5.80 a day, £14.50 a year (2003 prices). Wansbeck Angling Association Permits available from Mc Dermotts Fishing Tackle Shop for brown trout and sea trout. £10 a day, £29 a year. Concessions available. Coquet River Fishing Northumbrian Anglers Federation. Fishing for over 20 miles of river (at Warkworth, Felton and Rothbury) plus smaller stretches on the Tyne for £85, £45 for concessions. Alnwick Fishing Two miles stretch of river south east of Rothbury for game fishing. £20 a day. The Angler’s Arms Fishing One miles stretch of fishing south east of Rothbury, £10 a day (2003 prices). Aln Angling Association Permits for large stretches of the Aln, £20 a day, £40 a week, £70 a year (salmon) and £50 (trout). Available from Murray Sports, Alnwick. Locum Destination Consulting J0383/da/24/1/09/894f15be-3499-4eda-ba1d-fd4f86335de4.doc Page 55 Rural Sports Tourism Castle Heaton Fishing Game fishing permits from £14.10 a day, £70.50 a week for mile and a half of the River Till. Ford and Etal Estate Fishing Range of permits are available from the Estate Office, Millfield and Ford Post Offices from £12 a day. Lambton Fishing Estate Two and a half miles of fishing at Fenton for £15 a day, rod hire available for £15 a day (2003 prices). Tillmouth Water Fishing Ten miles of fishing from Coldstream to Norham and beyond ranging from £52.50 to £350 a day. Waiting list for autumn fishing. Locum Destination Consulting J0383/da/24/1/09/894f15be-3499-4eda-ba1d-fd4f86335de4.doc Page 56 Rural Sports Tourism 4 4.1 Equestrian Equestrian Clubs in the North East There are four main riding associations in the UK, the British Riding Club, the Pony Club, the British Horse Society and the Association of British Riding Schools. There presence in the North East is as follows. 4.1.1 British Riding Club There are 14 clubs registered within Area 2 of the British Riding Club. Area 2 covers from the Borders of Scotland to North Yorkshire and across to Cumbria. There are approximately 1,500 members within these clubs. The BRC is legally and financially a department of the British Horse Society. Clubs affiliate to the BHS but run their own affairs and maintain their autonomy. As a group, the clubs form the BRC. Exhibit 4: British Riding Club Area 2 Clubs Chair Contact Aln Riding Club Bay Riding Club Bedlington, Blyth,& District Riding Club Bishop‟s Riding Club Border Riding Club Corbridge and District Riding Club Darlington and Distrcit Riding Club Hamsterley Riding Association Newcaslte Riding Club South Durham Saddle Club South Causey Riding Club Sunniside Riding Club Tees Valley Riding Club Yarm and District Riding Club Diana Wilson Mrs S Lee Anne Hartley Margaret Hedley Mrs C Cunningham Mrs P Jackson Mrs C Stokell Mrs J Ruth Ms S Spenser-Mullin Mrs F Hutchinson Susan Moiser Mrs L Bullerwell Debbie Walker Mrs N Dare 01665 575900 0191 2528056 01670 855946 13888 747313 01664 575727 01434 344401 01748 811570 na 01661 886027 01429 273444 01207 281136 01207 281136 01642 788139 na 4.1.2 Pony Club The Pony Club is an international voluntary youth organisation for those interested in ponies and riding. It is represented in 15 countries and has a membership exceeding 102,000 worldwide. There are 16 branches and four centres in Area 2. Locum Destination Consulting J0383/da/24/1/09/894f15be-3499-4eda-ba1d-fd4f86335de4.doc Page 57 Rural Sports Tourism Branches:                 Braes of Derwent South Cumberland Foxhounds North Northumberland Hunt Tynedale Hunt Cleveland Hunt East Cleveland Percy Hunt West Cumberland Cumberlands Farmers Hunt North Morpeth Hunt South Durham Hunt Wyndham Cumberland Farmers Hunt South Newcastle and North Durham South Northumberland Zetland Hunt Exhibit 2: Pony Club Centres in the North East Chair Telephone No. Ford Close Riding Centre Low Fold Farm Riding Centre Tilery Equestrian Centre Stepney Bank Stables Susan Ritchie Miss M Hedley Mrs S Mosier Mrs S Tron 01642 300257 01388 747313 01207 281136 0191 2332046 Locum Destination Consulting J0383/da/24/1/09/894f15be-3499-4eda-ba1d-fd4f86335de4.doc Page 58 Rural Sports Tourism 4.2 British Horse Society The BHS has several levels of approval for its riding schools. These are listed in Exhibit 5, whilst Exhibit 6 lists those clubs in the North East that are approved by the BHS according to these criteria. Exhibit 5: Levels of Approval Level of Approval  Basic Instruction in Riding and Jumping  Instruction in Riding and Jumping  Instruction up to and including BHSAI  Instructionputo and including BHSII  Instruction up to and including BHSI  Instruction up to & including FBHS Scope of Establishment Trekking Hacking Livery Stud Riding Holidays Facility Centre B C D E J F A1 A2 A3 A4 A5 A6 Locum Destination Consulting J0383/da/24/1/09/894f15be-3499-4eda-ba1d-fd4f86335de4.doc Page 59 Rural Sports Tourism Exhibit 6: BHS Approved Establishments in the North East Clubs in Cleveland Bense Bridge Farm Riding School Eston Equitation Centre Ford Close Riding Centre Kirklevington Riding School Stainsbury Grange Riding Centre Stofold Crest Stables The Meadows Clubs in Durham East Durham & Houghall Community College Ivesley Equestrian Centre Low Fold Riding Centre New Moors Training Centre Raygill Riding Centre South Causey Equestrian Centre Clubs in Northumberland Benridge Riding Centre Calvert Trust Kielder Kimmerston Riding Centre Kirkley Hall College Penshaw Hill Equestrian Centre RDA- Tyne and Wear Group Shipley Lane Equestrian Centre South Houghton Equestrian Centre Stepney Bank Stables Tilery Equestrian Centre 01670 503535 01434 250232 01688 216183 01661 860808 0191 5844828 0191 4162745 01665 579305 01661 853110 0191 2332046 01661 822073 A2, C, D A1, C, D A1,B, C, D A3 A2 A2, C, D A2, C, D A2, C, D A1, C A1, C, D 0191 3734324 01388 747313 01388 834991 01833 690118 01207 281136 A2, C, D, F, J A4, D A1, B, C, D A1, B, C, D A2, C, D, F 0191 3861351 A2, D Telephone No. Scope 01642 714004 01642 452260 01642 300257 01642 780756 01642 762233 01740 644040 01642 711640 A1, D A2, B, C, D A2 A2, C, D A2, D, F A2, D A1, D Locum Destination Consulting J0383/da/24/1/09/894f15be-3499-4eda-ba1d-fd4f86335de4.doc Page 60 Rural Sports Tourism Exhibit 7: Association of British Riding Schools Approved Establishments in the North East Clubs in Cleveland Barclays Springs Equestrian Crimdon Dene Pony World Saltburn Riding School Wolviston Livery & Riding Stables Clubs in Durham Alston Moor & Killhope Riding Centre Hamsterley Riding School Ketton Hall Riding Stables Clubs in Northumberland Haggerston Castle Riding Centre Redesdale Riding Centre Townfoot Farm Stables Mrs B Hutchinson Jo Rowe Miss A Simpson 01289 381237 01830 20276 01665 575020 Mrs J Ellis Judy Dennis Sheila Price 01388 537600 01388 888328 01325 312069 Contact Telephone No. David Winney Carol Ayre Janet Hill Mr I Cross 01642 586931 01429 267635 01287 622157 01740 644692 It is also worth noting that there are a number of clubs and establishments that are not members of the British Riding Club, Pony Club, British Horse Society or the Association of British Riding Schools within the North East. 4.3 Riding Holidays There are several riding schools offering holidays in the North East, and they are increasingly popular. Below is a selection of what they have to offer. Ivesley Equestrian Centre This is a BHS approved centre offering the perfect riding holiday. Quality horses to suit all levels with novices welcome. Expert tuition is available in classical dressage on cross-country. Facilities include large indoor school, outdoor manege, 3 bhta xc courses, schooling fences, BSJA show jumps along with picturesque rides through woodland and rolling pastures. The centre hosts many equestrian competitions including show jumping, dressage, cross country and 1 day eventing. Competitions are usually advertised in the local yellow ad paper, Stockton and Darlington times and some saddlery shops. Locum Destination Consulting J0383/da/24/1/09/894f15be-3499-4eda-ba1d-fd4f86335de4.doc Page 61 Rural Sports Tourism Otterburn Redesdale Riding Centre This is an ABRS approved centre offering weekend breaks along with one and two week holiday packages throughout the year. Although the centre caters in the main for younger people‟s holidays, they also encourage adults to either join in or book separately at a time when the schools are back. Adults can usually do around 4 hours riding per day taking lessons or ride out into the countryside. Children can be left unaccompanied and offered 1 weeks worth of riding in the school holidays. The Centre attracts worldwide use. Often parents will bring their children here for a holiday, while they themselves go off and stay in local hotels. Sometimes there is a father and daughter team to stay, though very rarely father and son. The Centre caters from all ages from 6 years upwards and covers all disciplines from cross country, dressage and jumping to a selection of 1 & 2 hours rides out across the farmland, forestry or the surrounding open moor. It also offers full day 26-30 mile rides over a choice of 5 different routes. Carriage driving is also an option here at the Redesdale Riding Centre. Kimmerston Riding Centre Approved by the British Horse Society, this is one of the best known horse riding centres and stables in the North East of England, near the breathtaking Cheviot Hills and Holy Island in Northumberland. Offers riding holidays to remember. Two self contained cottages for groups of up to 4 & 7. Short riding breaks for adults available. Alternative accommodation available, with excellent hotels and B&B nearby. Also offers riding holidays for teenagers – live in riding holidays and tuition for unaccompanied teenagers. In addition to its holidays, the centre offers horse rides and lessons with hill rides on the Cheviot Hills, beach rides along Holy Island beach. It also offers fox hunting from the hills to the coast. 4.4 Promotion Horse-riding events and holidays are targeted at special interest audiences through equestrian magazines such as Horse and Hound, Northumbrian Ride, the Equestrian Advertiser and the Locum Destination Consulting J0383/da/24/1/09/894f15be-3499-4eda-ba1d-fd4f86335de4.doc Page 62 Rural Sports Tourism Scottish Equestrian Magazine (the riding network is strong internally and there is a lot of interaction between Northumbrian riding schools and those in Scotland). Small events such as local shows are also advertised locally. 4.5 Infrastructure Within the North East there are competitions in dressage, riding test, show jumping from novice to open, dressage to music, pairs dressage to music, hunter trails, horse trails and rural riders international horse trails throughout the summer and winter. There is a race course in Hexham, Northumberland. The course provides 14 days of National Hunt steeplechase (jump) racing during the year, over one of England's most scenic courses. Competitions cater for juniors as well as seniors. There are quite a few over 50‟s riding competitively as well. Events throughout the winter months are held at the Holmside Park Arena, an indoor riding centre. This establishment is one of the biggest indoor centres in the North East and could be lost shortly through maintenance issues and upkeep of the establishment. Many other venues are used every weekend for either schooling horses or competitions. There are around 8 indoor arenas in the North East that could be considered suitable venues. Facilities for competition in Northumberland and South Durham are very sparse. Generally there is a shortage of suitable indoor venues which could host equestrian (and possibly other sporting) events. This hampers the organisation of large scale events and results in a lack of a central focus point for horse-riders and spectators to gravitate towards. Event organisers, who are usually volunteers, are also restricted in organising events by the burden of pubic liability insurance. This often makes events too expensive to stage. 4.6 Local Economy As well as riding schools, B&Bs, local pubs and village shops benefit from equestrian tourists. Encouraging such riders through economically disadvantaged areas by providing paths can benefit many businesses.  The provision of hitching rails is a key means to encourage riders to stop at a pub allowing horses to be tied up.  The British Horse Society‟s book “Bed and Breakfast for Horses” gives details of places to stable horses overnight. Locum Destination Consulting J0383/da/24/1/09/894f15be-3499-4eda-ba1d-fd4f86335de4.doc Page 63 Rural Sports Tourism 4.7 Trails Ride UK: The National Bridleroute Network In May 2000 the British Horse Society launched plans for the National Bridleroute Network under the project title “Ride UK”. The aim of the project is to create a comprehensive network of community circuits and strategic linear routes for horse riders across the UK, so that all riders are only a short distance away from 5 to 15 mile routes. The project is ongoing. The Kielder Forest Ride In development. The Pennine Bridleway Northern Extension Cumbria to Northumberland – Expected to open by 2008 Promoted Routes in County Durham County Durham actively promotes a number of equestrian trails / routes to a greater degree than the other sub-regions.        Eggleston Derwent Valley Lanchester Valley Waskerley Way Deerness Valley Brandon to Bishop Auckland Auckland Way 15 miles 10.5 miles 12 miles 6.5 miles 8 miles 9.5 miles 4.5 miles 4.8 Governing Body BEF – British Equestrian Federation – is the recognised governing body of horse sports in the UK. The BEF represents its twelve members co-ordinating their common policy. Members include:  British Show Jumping Association – Show jumping – an Olympic sport Locum Destination Consulting J0383/da/24/1/09/894f15be-3499-4eda-ba1d-fd4f86335de4.doc Page 64 Rural Sports Tourism  The British Horse Society – Riding clubs, affiliated riding schools, training, education, welfare, safety and access to the countryside      British Dressage – Dressage – an Olympic and Paralympic sport. British Reining Horse Association – Western riding – dressage format The Pony Club – Recreational riding for young people British Equestrian Vaulting – vaulting sport British Horse Driving Trials Association – Driving horses  Fixtures in the North East include the National Horse Driving Trials – Alnwick Castle – 13-15 August 2004  Endurance GB – long distance riding  Fixtures in the North East include Durham Valleys (28 March 2004), Kielder (9 May 2004), Alnwick (6 June 2004), Durham (12 September 2004)  British Eventing – Eventing – an Olympic sport Eventing fixtures in the North East:        1 day eventing, Witton Castle, County Durham, Sat 27 to Sun 28 March 2004 1 day eventing, Ivesley, Sat 17 to Sun 18 April 2004 1 day eventing, Hexham, Sat 5 to Sun 6 June 2004 1 day eventing, East Durham and Houghall Community College, Sun 20 June 2004 1 day eventing, Titlington, 31 July to 1 August 2004 1 day eventing, Ivesley, 15 August 2004 1 day eventing, Witton Castle, County Durham, Oct 2 to 3 March 2004 There has been a 12% growth in people entering into the eventing level of “intro”. It is proving difficult to find suitable venues to cater for the growth in this level of the eventing industry. Locum Destination Consulting J0383/da/24/1/09/894f15be-3499-4eda-ba1d-fd4f86335de4.doc Page 65 Rural Sports Tourism 5 5.1 Sailing/ Yachting Introduction The main inland areas for yachting in the North East are Kielder Water, the QEII lake, Newcastleupon-Tyne, Derwent, Grassholme, Scaling Dam and Bishopton. Yachting facilities on the coast, such as marinas and yachting clubs, are located at Berwick-upon-Tweed, Beadnell, Amble, Newbiggin by the Sea, Blyth, Tynemouth, South Shields, Sunderland, Hartlepool and Stocktonon-Tees. Yachting, sailing and water sports enthusiasts (especially divers) are willing to travel long distances for the sport. In general, however, sailing is not a casual activity which is suitable for visiting holidaymakers with no previous experience. Visitors wishing to go on boat trips could try one of the many on offer from seahouses along the coast or a ferry cruise around Kielder Water. 5.2 Training and Qualifications There are many types of sailing, yachting and boating. This case study deals primarily with cruiser yachting unless otherwise stated. To begin to yachting, it is essential to follow a course provided by a recognised RYA training school. Below is a list of recognised (cruiser) yachting schools in the North East:         Askham Bryan College (Guisborough) Bob Moncur Sailing Darlington College Hartlepool Sixth Form College Longscar Powerboating Middlesborough College International School of Navigation Royal Northumberland Yacht Club South Tyneside College Locum Destination Consulting J0383/da/24/1/09/894f15be-3499-4eda-ba1d-fd4f86335de4.doc Page 66 Rural Sports Tourism          Stokesley C.E.C. Sunderland Marine Activities Centre Tees and Hartlepool Yacht Club Teesside Nautical Studies Tynemouth College William Newton Further Education Centre Cirdan Sailing Trust Ocean Youth Trust Sailing North East Once sailing proficiency has been achieved (RYA certificate), dinghies and cruisers can be hired by becoming a member of one of the Sailing or Boat Clubs on the coast. The clubs also provide moorings for those with their own craft and a range of social activities. The Royal Northumberland Yacht Club and Coquet Yacht Club provide similar facilities for keelboat owners. The RYA are the only organisation that has the authority to issue sailing qualifications and they earn several million pounds from training alone each year. The RYA also have schools in the Mediterranean and the USA. 5.3 Sailing Clubs Registered in the North East There are around 35 clubs registered with the Royal Yachting Association in the North East. Figures were not available for overall North East club membership from the RYA. The regional body of the RYA suggested that there are approximately 150 members in each club, with the Royal Northumberland Yacht Club boasting around 800 members. This would give a total of around just under 6,000 members within the North East clubs. There are however clubs that are not affiliated to the RYA though still sometimes reap the benefits of the work the RYA undertakes for the sport of sailing. The relatively high affiliation fee acts as a deterrent to membership for some. The club activities include dinghy cruising, dinghy racing, yacht racing, yacht cruising, motor boating, sportsboat RIBS, windsurfing, personal watercraft and powerboat racing. Locum Destination Consulting J0383/da/24/1/09/894f15be-3499-4eda-ba1d-fd4f86335de4.doc Page 67 Rural Sports Tourism 5.4 Infrastructure There is a relatively active water sport scene in the North East with a variety of yachting and boating activity, motor yachts, cruise boats, jet- and water skiers and divers (all represented by the RYA). The facilities for sailing in the North East are fairly good- especially at Hartlepool, Sunderland, Blyth and Amble. However, yachts that want to come to the North East are hampered by poor facilities. Overseas visitors to the East coast (especially from Scandinavia, the Netherlands and Germany) are put off by a lack of berthing facilities in the North East and poor quality facilities on the Yorkshire coast (at Whitby, Scarborough and Bridlington). Particular weaknesses referred to are few moorings and poor marina facilities and services. 5.5 Initiatives In 2002, the initiative Sail East Coast UK was launched by Amble Marina. This was done in partnership with other (ostensibly competitor) marinas, such as Royal Quays, Hartlepool, and Eyemouth. The group works together to promote sailing along the North East coast, targeting mainly Scandinavia and Northern Europe. Brochures have been produced in English, Dutch and German, and a marketing campaign was tested in the Netherlands. The experience gained through this initiative showed that many sailors abroad did not know what they could experience by sailing along the North East coastline. Most of them tended to sail past to the East coast of Scotland. Feedback suggested a lack of image marketing of the North East. Areas of Outstanding Natural Beauty Partnership Partnership set up to promote the natural resources of the region, including looking at ways of increasing sustainable tourism to the region . At a conference attended by the Partnership in March 2004 brochures were distributed advertising the Northumbrian coast at marinas along the Baltic coast in Poland. 5.6 Events There are several large sailing events held each year in the North East. There is the Tyne Bridge Winter Series in the winter and several other large events held over the summer. Locum Destination Consulting J0383/da/24/1/09/894f15be-3499-4eda-ba1d-fd4f86335de4.doc Page 68 Rural Sports Tourism East Coast Sailing Week One of the largest events, and the one with the most potential for expansion is the East Coast sailing Week, held every third year jointly with Scottish clubs and hosted by a different yacht club each time. The next regatta is to be held in July 2005 and will be organised by the Royal Northumberland Yacht Club (with the input of Blyth and Sunderland Yacht clubs). Forty or Fifty cruisers attend each time carrying between four and ten people each for a week longs race down the Scottish and Northumbrian coast. The last regatta received much publicity (press, television) and was a great success. Spectatorship was high (and far beyond the organisers expectations) even though not much can be seen of the yachts from shore. The event also has a large social component and the economic impact of the regatta on local economies is not to be underestimated. The event is sponsored. With a little more support (financial, especially sponsorship) much more could be done to extend the number of participants (100 yachts would be realistically possible) and spectators. This event could usefully use the Scottish Sailing Series, held at Tarbert, Mull of Kintyre as a model for the expansion of the East Coast Sailing Week (see below). Other Events There are many smaller ongoing sailing events in the North East and it is impossible to list them all. Below are a sample of events organised by RYA NE.  RYA NE 21st-23rd May 2004 Cruise in Company from Hartlepool to Whitby There is an open invitation to boat owners from Berwick to Teesside and the Humber to Whitby to join in cruising in a weekend in Whitby. The aim of this event is to support and encourage people who might otherwise not venture far afield to try a coastal passage for themselves.  RYA NE June 2004 – Honday RYA Youth RIB Championship The 2004 North East Qualifier for the Honda RYA Youth RIB Championship will be hosted by the Wear Boating Association. The winners of the regional qualifier in each age group will be eligible to enter the national finals.  RYA NE Cruising 2004 13th-18th July – Northern Cruise Week The scope of this event will be to make a passage to Eyemouth‟s Herring Queen Festival, collecting boats along the way as progress is made northwards from Hartlepool. Opportunities to explore the Farnes and Holy Island will be taken as weather dictates. Opportunities may exist for crew exchanges to give each the chance to try out the others environment and to help make the social aspect of the week. Locum Destination Consulting J0383/da/24/1/09/894f15be-3499-4eda-ba1d-fd4f86335de4.doc Page 69 Rural Sports Tourism  Sunderland Yacht Club – Regatta There are many regattas held throughout the north east, though by far the biggest is at Sunderland Yacht Club and it is always on August Bank Holiday weekend each year.  RYA North East Yearbook 2004 The RYA NE Yearbook – Boating Opportunities in the North East is now in production and will soon be distributed to clubs, training centres, marinas and chandlers throughout the North East.  North East Cruiser Racing Association NECRA is an interclub racing organisation of Coquet, Royal Northumberland, Sunderland, Tees and Hartlepool, and Whitby Yacht Clubs. Organising the North Sea Series consisting of off-shore races, including the classic Bass Rock Race in mid June, coastal races and inshore race days. There is a Spring series at Royal Quays, a team event at Sunderland and social events. 5.7 Examples of Best Practice The Scottish Sailing Series This is the second largest sailing regatta in the UK and is a well sponsored and well organised event in which several hundred yachts participate. The economic impact on the local economy is at least £250,000 and is so highly valued by the local community that when the event was set to be discontinued a few years ago, local businesses clubbed together to raise the sponsorship money to keep it going. The event lasts for a week and is due to be held from the 27th of May to the 1st of June this year. Scotland, in general, has better judged the economic value of yachting and has invested accordingly. There are plenty of free moorings at pubs and hotels on the Scottish coast to encourage people to stop frequently during their journey. Free taxis to transfer yachtsmen and women from yacht to onshore facilities are even provided in some areas. The Irish Sailing Association The Irish Sailing Association has put together a strategic plan document for sailing for the next few years. The document is available from www.sailing.ie in the publications section. Locum Destination Consulting J0383/da/24/1/09/894f15be-3499-4eda-ba1d-fd4f86335de4.doc Page 70 Rural Sports Tourism 5.8 Volunteers A new national „Volunteer Strategy‟ is about to be rolled out by the Central Council for Sport and Recreation as part of the government initiative to get more of the population participating in physical activity (since volunteers are central to the success of this effort). The Strategy is being led by the University of Southampton. It is hoped that this initiative may relieve some of the pressures faced by volunteers in the yachting clubs and a strategy targeted at this particular problem is welcomed by the RYA North East Committee. 5.9 Clubs Below is a list of sailing clubs by area: Berwick-upon-Tweed area   Berwick Sailing Club – offers Dinghy Racing, Windsurfing Budle Bay Boat Club – offers Motorboating Beadnell Area   Beadnell Sailing Club – offers Dinghy Racing, Yacht Racing, Yacht Cruising The Outdoor Trust – recognised RYA Windsurf, Dinghy & Powerboat Training Establishment Amble Area      Amble Marina – offers berths for boats, yachts and motor cruisers Amble Boat Club – offers dinghy cruising, yacht cruising, motorboating Coquet Sailing Club – offers dinghy racing, dinghy cruising, windsurfing Coquet Shorebase Trust – recognised RYA Dinghy Training Establishment Coquet Yacht Club – offers yacht racing, yacht cruising, motor boating Blyth Area   Newbiggin by the Sea Sailing Club – offers youth racing, dinghy racing, dinghy cruising River Blyth Boating Association – offers motor boating Locum Destination Consulting J0383/da/24/1/09/894f15be-3499-4eda-ba1d-fd4f86335de4.doc Page 71 Rural Sports Tourism  Royal Northumberland Yacht Club – is a recognised RYA training school, offers yacht racing and yacht cruising  Northumberland College Sailing Base – is a recognised RYA Dinghy Training Establishment Tynemouth and River Tyne (north bank)  Bob Moncur Sailing – offering in introducing beginners and experienced sailor to the practicalities of sailing.  DeepVee Powerboat Courses – offering RYA National Powerboat Certificate Levels 1 & 2 and ICC coastal course and assessments as well as 3 hour Powerboat Experience noncertificate sessions.        Royal Quays Marina St Peter‟s Marina Powerboat Courses - offering RYA powerboat courses Tyne Cruising Club – offering yacht cruising and motor boating Tynemouth Sailing Club – offering dinghy racing and sportsboat RIBS South Shields and River Tyne (south bank) Derwenthaugh Water Sports Association Friars Goose Water Sports Club – offering dinghy cruising, yacht cruising, sportsboat RIBS, motorboating   Hebburn Marina Boat Club – offering yacht cruising, motor boating South Shields Sailing Club – offering youth racing, dinghy racing, dinghy, cruising Sunderland and River Wear  Sunderland Yacht Club – offering dinghy racing, yacht racing, yacht cruising, sportsboat RIBS   Sunderland Marine Activities Centre – offering RYA powerboat and dinghy courses Wear Boating Association – offering yacht cruising, sportsboat RIBS, motor boating, powerboat racing Hartlepool  Hartlepool Marina Locum Destination Consulting J0383/da/24/1/09/894f15be-3499-4eda-ba1d-fd4f86335de4.doc Page 72 Rural Sports Tourism  Tees and Hartlepool Yacht Club – offering dinghy racing, yacht racing, yacht cruising, sportsboat RIBS, motorboating, personal watercraft, windsurfing   Hartlepool Boatmans Association Longscar Powerboating – offering RYA recognised powerboating courses – shorebased and practicals. Courses for power, PWC, First Aid, Day Skipper and Yachtmaster shorebased courses Stockton and River Tees Estuary     Castlegate Marine Club – offering motor boating South Gare Marine Club – offering dinghy cruising, yacht cruising Tees Barrage Upstream Sailing Association – dinghy cruising Tees Motor Boat Club – offering dinghy cruising, yacht cruising, inland waterways, motor boating, personal watercraft, windsurfing  Teesside Nautical Studies – RYA recognised cruiser shorebased and powerboat courses Grassholme and Selset Reservoirs  Teesdale Sailing Club – offering dinghy racing, windsurfing Scaling Dam  Scaling Dam Sailing Club – offering dinghy sailing, youth racing, general cruising, racing, windsurfing Derwent Reservoirs  Derwent Reservoir Sailing Club Ltd – offering youth racing, dinghy racing, dinghy cruising, sportsboat RIBS, windsurfing Kielder Water  Calvert Trust Kielder – offering dinghy racing, dinghy cruising, yacht cruising, sportsboat RIBS, motor boating  Hawkhirst Adventure Camp – recognised RYA dinghy, powerboat, windsurf and first aid courses  Kielder Water Sailing Club – offering dinghy racing, dinghy cruising, windsurfing Locum Destination Consulting J0383/da/24/1/09/894f15be-3499-4eda-ba1d-fd4f86335de4.doc Page 73 Rural Sports Tourism  Kielder Yacht Club – offering yacht racing, yacht cruising, motor boating Locum Destination Consulting J0383/da/24/1/09/894f15be-3499-4eda-ba1d-fd4f86335de4.doc Page 74 Rural Sports Tourism 6 Shooting/ Hunting Shooting and hunting comprise many different sports from air rifle shooting all the way up to grouse shooting. 6.1 Governing Bodies Shooting, in its many forms, has several different governing bodies. The largest and most established of these is the British Association for Shooting and Conservation (based in Wrexham). Nationally the BASC has 120,000 members, with 35,000 in the North East. Additionally, other governing bodies are the Clay Pigeon Shooting Association, the National Rifle Association, and the National Smallbore Rifle Association. These organisations, together with the Association of Professional Clay Target Shooting Grounds, the Countryside Alliance, the Gun Trade Association, the Muzzle Loaders Association, the Sportsman‟s Association of Great Britain and Northern Ireland, the Shooting Sports Trust and the UK Practical Shooting Association constitute the British Shooting Sports Council. 6.2 Participation There are 9,000 participating shooters resident in Northumberland, of which 1,600 are members of the BASC. Northumberland saw 159 shotgun shooters and 97 firearm/ rifle shooters from overseas visit the region specifically to shoot in 2003. This is as many as Dorset, a county well known for its shooting tourism. There are 37 registered fire arm dealers in Northumberland. 6.3 Profile The North East has an excellent profile amongst shooters. Conditions for grouse, pheasant and pigeon shooting are all in excellent in the region. The Bywell Shooting Ground at Morpeth is amongst the top three facilities in the country and the Clay Pigeon Shooting World Championships have been held there several times in recent years. Locum Destination Consulting J0383/da/24/1/09/894f15be-3499-4eda-ba1d-fd4f86335de4.doc Page 75 Rural Sports Tourism 6.4 Image of the Sport The biggest problem the shooting sports have is attracting novices due to their poor public image as a „blood sport‟. However, the shooting associations are very keen to attract more people to the sport and have invested much effort in recent years in public education initiatives. 6.5 Events A major part of the strategy to attract more people to the sport relies on organised events across the country. The BASC has 80 full time employees nationally. The Northern region (which takes in the North East and North West) has two full time officers who arrange a variety of events, many aimed specifically at novices in the form of subsidised open days. These open days are targeted at groups who are underrepresented in the sport such as young people and women. There are also many competitive events in shooting and in this respect the North East has an international profile, i.e. the Clay Pigeon Shooting World Championships have been held in Morpeth on several occasions. Grouse shooting is a non-competitive sport and as such there are no competitive events. Grouse shooting is also dependent upon access to moors which are mainly privately owned. Grouse hunting is prohibitively expensive for most of the general public and is therefore a weak product proposition for wide promotion. To do so would only increase prices for those who already hunt. However, the value of grouse shooting to local economies in the North East should not be underestimated, as it attracts a very affluent market from all over the UK, Europe and further afield. 6.6 Economic Impact A 1998 study on the Scottish and Northumberland regions found seven foxhound packs in the region. The gross contribution to the economy of the seven hunts and their members was around £3.5 million a year. Of this £1.3 million was direct employment or 250 jobs (half full time, half part time). A further £1.2 million was spent on local services such as farriers, veterinarians, maintenance, repairs and livery fees. An additional £940,000 was spent on other goods and services relating to hunting. Nationally, direct expenditure on shooting was estimated to be £402 million in 1997, of which £176 million was attributable to hunting with hounds and £10 million to falconry. A total of 60,000 FTE rural jobs are sustained by hunting and shooting, equivalent to around half the number of the full time farmers in the UK. 5,000 of these alone are game keeper jobs. Both hunting related Locum Destination Consulting J0383/da/24/1/09/894f15be-3499-4eda-ba1d-fd4f86335de4.doc Page 76 Rural Sports Tourism expenditure and the number of jobs it sustains are estimated to have increased substantially since the last detailed survey was conducted in 1997. 6.7 Infrastructure Ancillary services to shooters and hunters, such as B&Bs, hotels and restaurants are increasingly adapting to the needs of shooters. Increasingly (and only in the last three years) B&Bs and hotels are accepting dogs, providing locked cupboards for guests to store their guns and are providing general, yet essential, services such as secure parking. All of these changes are creating a more inviting environment for shooters to participate in events and, more importantly, are encouraging them to stay for longer. Locum Destination Consulting J0383/da/24/1/09/894f15be-3499-4eda-ba1d-fd4f86335de4.doc Page 77 Rural Sports Tourism 7 Kielder Water and Forest Park As a bespoke „rural sports‟ environment, Kielder Water and Forest Park is both an exceptional facility for the North East in its own right, but also a source of „best practice‟ lessons for the development of products and services in other parts of the region. We have therefore put together a brief description of the asset and its allied services based on published material and consultations. 7.1 Key Facts  Kielder is the UK‟s largest man-made forest and Northern Europe‟s largest man-made lake. The lake is a reservoir and is owned by Northumbrian Water.  Activities on offer include golf, ponytrekking, orienteering, sailing, canoeing, salmon and trout fishing, cycling, walking, water skiing, and other non-rural sports such as indoor swimming and tennis. Walking is the most popular activity at Kielder.   Kielder is one of Northumbria‟s top five attractions with around 300,000 visitors a year. Over a third of employment in Kielder and Redesdale is attributable to tourism with tourists spending £6.1 million in Kielder and Redesdale in 1999. The total yearly employment by the Forest District is approximately 260.    Kielder has 772 bedspaces, including cabins by the water and caravans. There are three visitor centres, one of which is funded by Northumbrian Water. Couples between 25 and 59 are the most common visitors to Kielder Water and Forest Park, but families and larger groups are also very common.   60 per cent of people come from outside the region. Kielder Water and Forest Park is promoted mainly through leaflets, local adverts, Northumbria Tourist Board and the website. There are plans to advertise nationally in the near future. 7.2 Novices  Beginners are encouraged to participate through a strategy of „progressive encouragement‟. Walking trails, for example, are well-marked and trail surfaces are well prepared to make the walk as easy and enjoyable as possible. There are a succession of trails, progressively more difficult, which people are encouraged to try. Locum Destination Consulting J0383/da/24/1/09/894f15be-3499-4eda-ba1d-fd4f86335de4.doc Page 78 Rural Sports Tourism  To encourage people to cycle, there is a cycle hire at Kielder where people will be fitted up with appropriate bikes. The cyclists level is determined and they are given a trail appropriate to their abilities.  There is also a new horse-riding facility for riders of all abilities where previously riders would have had to travel to Otterburn to ride.  For „cycle orienteering‟ there are location control points that people have to pass. In this way their safety in ensured. There are also classes all year round for orienteering on foot. 7.3 Development Northumbrian Water are very keen for the recreational element of the reservoir to be expanded. Currently, they are planning a regeneration programme which will see facilities for tourists in Kielder improve as well as a more aggressive promotion and advertising strategy. The following list is just some of the work they would like to carry out in the future:         Economic impact studies and visitor satisfaction surveys; Introduction of new signage; Branding of Kielder Water and Forest Park; Joint marketing of Kielder with the sports clubs and service providers in the area; Updating disabled access; Tarmacing the road that leads from the A68 to Kielder Water and Forest Park; New investment in the footpaths and cyclepaths; Provision of new accommodation so that more people can stay at the reservoir instead of having to stay in Kielder Talks with developers who could realise some of these objectives are taking place. The details of these talks are confidential, but our understanding is that One NorthEast has been involved throughout. Northumbrian Water already owns 32 log cabins at the lake which have a 65 per cent occupancy rate throughout the year. 7.4 Events There is an events programme throughout the year, with many events held in the summer. The largest of these is the Kielder Forest Festival with music, stalls and archery displays. Last year Locum Destination Consulting J0383/da/24/1/09/894f15be-3499-4eda-ba1d-fd4f86335de4.doc Page 79 Rural Sports Tourism there was a Red Arrows display and this is likely to happen again this year. The Festival also acts as a „forest open day‟ where people are introduced to the forest and all it has to offer. Around 4,000 people attend this festival and there are plans to extend it into a week long festival in the future. Major sporting events include the following:   The Jack Charlton Cup for Disabled Anglers The Border County Rally at the end of March and the Pirelli Rally in the Spring. Both these events attract several hundred spectators each of which many will stay overnight.   There are also husky dog races and orienteering competitions (on foot and by bicycle) There is also an annual fell race. Some of these events are large enough to create overspill of tourists requiring accommodation in nearby towns. 7.5 Infrastructure The major infrastructure gap in Kielder Park is that the off-road cycling trails are not as good as those in Wales and Scotland for mountainbiking. It is felt that should Kielder have trails of a comparative quality that it would attract many more mountainbiking/cycling enthusiasts from around the country. These are substantial numbers. These facilities are relatively easy to put in, they just require capital. Locum Destination Consulting J0383/da/24/1/09/894f15be-3499-4eda-ba1d-fd4f86335de4.doc Page 80 Rural Sports Tourism 8 Consultees We are grateful to the following organisations for taking the time to speak to us about the issues raised in this report.                        Countryside Agency One NorthEast Sport England Northumbria Tourist Board Kielder Partnership Board Forestry Commission Northumbrian Water Sample of sports development, leisure and tourism officers in various district councils Rambler‟s Association Salmon and Trout Association British Association for Shooting and Conservation British Canoeing Union Teesside White Water Rafting Course British Horse Society Pony Club Bay Riding Club Wesley Equestrian Club Redesdale Riding Centre The Saddleshop International Mountain Bicycling Association British Cycling Federation Cycling Touring Club (national lobbying organisation) Descend (cycling campaign group) Locum Destination Consulting J0383/da/24/1/09/894f15be-3499-4eda-ba1d-fd4f86335de4.doc Page 81 Rural Sports Tourism            Chopwell Woods and Rothbury Forest Recreation Manager Saddle Skedaddle (cycling holiday company based in the North East) Myway Trust Bikescene Mountain Bike Shop South Shields Cycle Shop Tynebikes Jez Avery, ex-dual slalom champion Colin Murley, Cycle Coach Royal Yachting Association Amble Marina North East Cruiser Racing Association Locum Destination Consulting J0383/da/24/1/09/894f15be-3499-4eda-ba1d-fd4f86335de4.doc Page 82 Rural Sports Tourism 9 Social Enterprise Social Enterprises are broadly defined as organisations that run a business with the primary aim not being to make a profit for the owners, but to effect a social goal. The Big Issue is a frequently cited example. They combine the entrepreneurial skills of the private sector with a social mission and aim to bring people and communities together for economic development and social gain. 9.1 Characteristics of Social Enterprise The common characteristics of social enterprises include the following:  They are viable, commercially-driven trading concerns, directly involved in the production of goods and services.  They have explicit social objectives such as job creation, training and provision of local services.  They are autonomous organisations – which can the form of companies limited by guarantee, co-operatives or Trusts – with a governance and ownership structure based on stakeholder participation (e.g. users, clients, community groups or trustees).  Surpluses are reinvested in the business or are used for the benefit of the community. Social Enterprises differ from the voluntary sector in seeking to become self-sufficient and not grant-dependent. They are a valuable resource, especially for the delivery of grant-aided projects, inasmuch as their commercial approach and entrepreneurial culture are more likely to deliver projects that outlive a grant programme. That they establish themselves as viable businesses allows them to generate revenue through market-led trading activities that sustain the effort beyond the life of the grant. Some of the benefits typically associated with Social Enterprises include the delivery of local employment and the provision of local services, especially to the socially excluded. This building up of local economies and the social infrastructure of neighbourhoods is a key benefit of social enterprise. 9.2 Key Success Factors A number of studies have sought to identify key success factors for Social Enterprise of different kinds, and the European Commission, in particular, has shown an active interest in Social Enterprises that seek to address issues of long term unemployment, as well as skills development and training/re-training. Locum Destination Consulting J0383/da/24/1/09/894f15be-3499-4eda-ba1d-fd4f86335de4.doc Page 83 Rural Sports Tourism In our view, the most successful Social Enterprises are those that sell a quality product or service on one hand, whilst striking the right balance between commercial and social objectives on the other. This is important as there is a strong tendency within Social Enterprises to equate „not-forprofit‟ with „not commercial‟. This is unfortunate as some of the most successful Social Enterprises have shown that it is possible to achieve social objectives through a highly commercial approach to product and service development. Once again, the Big Issue is a useful „best practice‟ example. It is well known as an initiative for not only providing homeless people with a source of income, but also for reintegrating them into society and encouraging social contact between the homeless and the rest of the community. However, the vehicle for achieving this – i.e. the Big Issue magazine – is a professionally produced publication. It is well-understood that the best outcome for the vendors is the production of a top-quality magazine that is more likely to sell. Therefore the editorial, writing and administrative staff of the magazine is largely made up of young journalists. There is a clear division between production (which stays wholly within the remit of professional staff) and sale (which is where the vendors come in). The commercial instincts of editors and writers are not blunted by the broader social objectives of the Big Issue‟s wider remit. 9.3 Social Enterprise in the North East Although there is a rich history of social enterprise development in the North East, there is no reliable information on the sector‟s size or shape. A brief survey of the main social enterprise support providers indicates that there are at least 383 social enterprises in existence in the North East, although it is likely that this number is an underestimate. We are not aware of any specific survey into sport-related social enterprise in the region, but a significant proportion of the existing clubs are likely to qualify, especially where they have allied trading companies. Interestingly, the charitable arms of professional clubs could also be constituted as social enterprises which could facilitate their eligibility for regional support. One North East already actively supports social enterprise in the region and the Social Enterprise Regional Action Plan (developed by the North East Social Enterprise Partnership) enjoys the full support and endorsement of the RDA. This provides a framework for supporting Social Enterprise in the region, including four key „themes‟, such as,     Promotion and animation Training Governance Development activity Locum Destination Consulting J0383/da/24/1/09/894f15be-3499-4eda-ba1d-fd4f86335de4.doc Page 84 Rural Sports Tourism 9.4 Relevance of Social Enterprise to Sport Sports clubs, associations and projects are primarily driven by the voluntary sector with the associated tendency to become grant-dependent. By developing as a Social Enterprise they are afforded a greater opportunity to become more independent and self-sufficient. They can deliver a positive social impact and be in control of their own future. As non-profit organisations, they can continue to enjoy the benefits of the fiscal environment for charitable organisations and may continue to access grant funding without being wholly reliant on it. The aims of Social Enterprises in sport may include:   Making sport more accessible to the less affluent and socially excluded Raising the skills of the long-term unemployed (for example, through coaching qualifications that enable them to re-renter the workforce)  Improving health by encouraging people to participate in sport who are ordinarily less likely to do so  Developing sports facilities, especially for use by the local community They can generate income in the following ways:       Equipment and facilities hire Coaching Consultancy Associated retail/catering Contracted management Organising and managing events and activities Locum Destination Consulting J0383/da/24/1/09/894f15be-3499-4eda-ba1d-fd4f86335de4.doc Page 85