DEVELOPING OFF-ROAD CYCLING IN WOODLANDS IN THE SOUTH WEST APPENDICES DECEMBER 2006 SOUTH WEST PROTECTED LANDSCAPES FORUM ROGER TYM & PARTNERS 11-15 Dix’s Field Exeter EX1 1QA t 01392 219868 f 01392 210869 e [email protected] w www.tymconsult.com Total Marketing Solutions The Barn Higher Larrick Launceston Cornwall PL15 9QH t 0845 201 1618 e [email protected] This document is formatted for double-sided printing. Developing Off-road Cycling in Woodlands Across the South West – A Feasibility Study Report Appendices CONTENTS 1 STRATEGIC CONTEXT............................................................................................... 4 2 MARKET SEGMENTS ............................................................................................... 16 3 SOUTH WEST TOURISM BRAND CLUSTER BASED SEGMENTATION.................. 31 4 CYCLE SURVEY QUESTIONNAIRE.......................................................................... 34 5 SURVEY FINDINGS .................................................................................................. 36 6 CAMEO PROFILE OF WOODLAND CYCLING SURVEY POSTCODES.................... 46 7 IDENTIFIED CYCLING LOCATIONS ......................................................................... 50 8 HUBS......................................................................................................................... 59 9 BLACKDOWN HILLS AND TAMAR VALLEY REVIEW............................................. 101 10 INVENTORY OF WOODLANDS AND TREES ......................................................... 108 11 CASE STUDIES....................................................................................................... 115 12 FURTHER INFORMATION ...................................................................................... 127 Roger Tym & Partners with Total Marketing Solutions December 2006 3 1 STRATEGIC CONTEXT Introduction 1.1 This section briefly reviews key strategic national and regional documents as a context for the development of off-road cycling in woodlands in the South West. It considers the economic and health benefits that can accrue. Natural Environment Revealing the Value of the Natural Environment in England, report to DEFRA, 2004. 1.2 This report recognises that the natural environment has an important impact on the country’s economy. Linkages between the environment and the economy can be grouped in terms of: Activities which help to shape and manage the natural environment such as agriculture and forestry Activities that benefit from the quality of the natural environment such as tourism, fisheries and the processing and marketing of ‘green’ food and timber. 1.3 The study notes that collectively, activities within these sectors support 299,000 FTE jobs in England and contribute £7.6billion in gross value added. Of this it is estimated that 60% of rural tourism and recreation activity is dependant on landscapes and wildlife and that as a consequence 190,000 FTE jobs are supported. 1.4 The report looks at the economic significance of rural tourism more generally. The Countryside Agency (2002) estimated that rural tourism is worth nearly £14 billion per year and supports 380,000 jobs. 1.5 It is recognized that all rural tourism is to some extent linked to the environment. It is noted that the concept of sustainable land management recognizes that the land should be managed not only for the production of food but also for a range of other benefits including the maintenance of attractive landscapes and biodiversity and support for local communities and the wider rural economy. 1.6 Land managers can be involved in tourism, directly or indirectly through the provision of tourist facilities on their land supplying distinctive local produce and/or an attractive, accessible landscape. 1.7 The report also looked specifically at forest tourism and noted that forest related tourism expenditure associated with tourism day visits is estimated to be around £2.3 billion, over 3% of total tourism expenditure in the UK. On average around 13% of total tourism expenditure incurred by visitors to the 9 countryside areas surveyed in a recent survey could be considered to be ‘forest associated expenditure’ (Forestry Commission 2003). It is also estimated that around 355 million day visits were made to woodland in Great Britain in 1998 of which 321 (90%) originated in England (Forestry Commission 2003). South West Regional Woodland & Forestry Framework 1.8 The Framework seeks to both focus the future of the region’s woods and forests and to identify how the region can become a better custodian of its woods and forests and responsibly nurture them into the future. Following consultation, it also sets two priorities for activity across the private, public and voluntary sectors. 1.9 There are 212,000ha of woodland in the South West and the region has 20% of all England’s woodland. Ownership is complex and ranges from the Forestry Commission’s 17% of the total area to individuals owning less than 1ha. The 4 region is characterized by small woods with over 15,000 of less than 2ha. These are fundamental to the region’s landscape character. 1.10 Woods and forests make a significant contribution to the region’s economy of over £500m per annum, representing a 1% share of the region’s GDP. Tourism, recreation and other benefits generate revenues far in excess of timber production. 1.11 The estimated direct contribution to the leisure and tourism industry and to woodland owners from cycling, orienteering, combat games and motor sport activities is between £5 and £10 million per annum. The indirect role of trees and woods to leisure and tourism (by making the region attractive and interesting to visit) is estimated to be worth £211 million per year. 1.12 The report also notes that woods and forests provide a resource for improving mental and physical health through getting physically active (e.g. cycling) but in order to gain this benefit, people do need easy access to woodlands and forests. Walking the Way to Health, Active Woods and Space for People are recent initiatives aimed at promoting the use of woods for healthy living. 1.13 It is estimated that a third of the region’s woods and forests are accessible on foot and a fairly recent Woodland Trust survey (2003) indicates that 50% of respondents in the South West have access to woods and forests. 1.14 The consultation process identified 3 main themes relating to the region’s woods and forests. These are livelihoods (jobs and business) including tourism, quality of life including recreation and access and health and wellbeing and natural resources and the environment. 1.15 One of the key aims under the livelihoods theme is to increase the contribution of woods and forests to leisure and tourism as part of the SW economy. The report refers to the SW Woodland and Forestry Strategic Economic Study which showed that the contribution of woodlands to recreation and tourism was far greater than that from timber and timber processing. 1.16 The report highlights that, of the range of activities which are enhanced by a woodland setting, mountain biking does generate income for the region. The fact that few activities actually direct benefit landowners is however also raised. 1.17 Relatively poor marketing of woodland opportunities is highlighted as an issue – development of stronger links with the brand clusters of SW Tourism’s ‘It’s Adventure’ and ‘Close to Nature’ are particularly noted. The potential for woodland areas to become tourism hubs in their own right is also noted – the Forestry Commission’s projects in the Forest of Dean, Haldon and proposed Neroche scheme in the Blackdown Hills are identified. Prospectus for Protected Landscapes in the South West, South West Protected Landscapes Forum 1.18 The Vision of Protected Landscape Managers and their partner organisations, is to ensure that Protected Landscapes improve the social and economic well –being of communities and businesses in the South West, whilst safeguarding and enhancing the landscape resource for future generations. 1.19 It recognizes the special qualities of the region’s National Parks and AONB’s and notes their role within delivery of rural regeneration and the quality of life within the region. 1.20 The prospectus notes that National Parks and AONB’s represent some of the most important semi natural habitats in the South West and protection of theses assets is a national obligation which requires close co-operation between government agencies, local authorities, landowners and managers in developing policies, arranging funding and implementing land management schemes. 5 1.21 All of the region’s National Parks and AONB’s have Management Plans which detail the qualities of the respective area, outline the vision and highlight objectives and policies which drive conservation and enhancement of these designated areas. Our desk based research, in particular in relation to the hubs, drew upon information outlined within these Management Plans. Trees and Woodlands, Nature’s Health Service, Forestry Commission, 2005 1.22 This document provides information and evidence supporting the idea that the use and enjoyment of woodlands and green spaces improves people’s overall health and well-being. Key government guidelines for health (as outlined in the health section of this appendix) are highlighted with suggestions as to how the Forestry Commission and other countryside agencies can help people choose healthier lifestyles. 1.23 The report notes that while there