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: ƒ Activities which help to shape and manage the natural environment such as agriculture and forestry ƒ 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

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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.

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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 are many well-being benefits that can be experienced from having contact with nature and green space in general, trees and woodlands specifically can have a number of advantages including the fact that they: ƒ are perceived as restorative environments, ƒ represent nature particularly within the urban environment, ƒ have the ability to ‘absorb’ large numbers of people without seeming crowded, ƒ offer options for a range of activities and ƒ are inexpensive places to visit. South West England Woodland and Forestry Strategic Economic Study, SWRDA and other funders including the Forestry Commission, 2002 1.24 This report was the first comprehensive study of the Forestry and Woodland Industry in South West England. It noted that the direct value of timber production was around £17 million per year but processing of local and imported timber increases this figure substantially. 1.25 The full value of woodlands and forests is however much greater than the direct contribution to the regional economy through timber sales. Other economic benefits from tourism, recreation and field sports generate more than fifteen times the value of the timber resource. 1.26 In relation to recreation and tourism the report notes that around 47% of the woods and forests in the region provide some level of public access for informal recreation. The combined sources of local visits and spend combined with tourist activity generates in excess of £211 million per annum. As indicated previously, organised sport (including cycling) collectively adds a further £5-10 million per year to the forest economy. Other uses of woodland have wide reaching benefits both socially and in economic terms and the study assessed the role of woodlands in promoting education and in improving public health. Sports activities and active walking in woodlands in the region may save £2-7 million a year in reducing mortality from heart disease. Tourism Adventure in South West England, South West Tourism 1.27 This promotional document outlines the wide range of opportunities for outdoor activities within the region. Mountain biking is highlighted as one activity available within the region and a map is provided which identifies good locations for biking These are not however specifically named locations though accompanying text does identify a range of popular locations, all of which have been identified in our overall list of biking locations.

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Towards 2015 1.28 Towards 2015 is a strategic vision for the South West’s tourist industry. By establishing the regional priorities it will implement a series of actions to stay ahead in what is a very variable industry. 1.29 The Vision for the Towards 2015 strategy is: ‘By 2015, the South West of England will be internationally recognised as a model tourism destination. This will be achieved by creating a unique balance between its environment, communities, industry and visitor satisfaction, while earning long- term economic environmental and social benefit for the whole region.’ 1.30 Tourism makes up 10% of the South West GDP, supporting over 300,000 jobs. However, 26 million annual tourists can impose a heavy burden and the vision for 2015 is to incorporate a truly sustainable approach which offers long term stability. Broad goals for the vision include: ƒ Protect the environment; ƒ Improve the quality of life for local people ƒ Take advantage of the region’s strengths, and; ƒ Create a long term and sustainable industry. 1.31 Analysis of future trends predict visitor numbers are set to grow over the coming decade, meaning tourism will have increased potential to deliver economic benefits to the region providing the correct approach is adopted now. The strategy has been developed upon the current research and prediction regarding tourism trends over the next decade. A number of these trends have a significant strategic context for the cycling industry: 1.32 Particularly relevant to the development of off-road cycling: ƒ An increase in holidays which promote good health and well being; ƒ Combining holidays with hobbies and interests, as people seek expression of individuality; 1.33 Of general relevance: ƒ Up to 20% growth in domestic tourism spend, with almost all of this in the desirable off-peak and off season;1 ƒ Suggested 10% growth in overseas tourism spend; ƒ A further 20% growth in the spend of day visitors ƒ Continued trend for shorted holidays because of increasing pressure in people’s daily lives; ƒ Continued increase in the use of the internet for finding out about and booking holidays. 1.34 Three key strategic aims identified as having the greatest potential for growth and attracting new, higher-spending visitors, especially those staying outside the main season, these aims are to drive up quality, deliver a truly sustainable tourism and creating superior destination management arrangements. 1.35 To deliver quality the South West must deliver more than visitors expect, the aim here will be to grow the value of visitors to the region and not just their volume. Sustainability is balanced between the needs of the visitor, industry, community and environment. In particular the most important driver for South West visitors is the landscape and coastline which form the natural environment. The visitor experience is ultimately delivered at a ‘destination level’ and it is here where

1 South West Tourism have pointed out that latest data is not supporting these forecasts.

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visitors will base their decision on whether they will return. As a result destination management will need to operate through a single coherent approach. 1.36 The operation of the strategy will begin with the creation and development of Brand Cluster. People are increasingly interested in experiences and the experiences a destination can offer. By identifying a portfolio of different experiences that the South West has to offer it will be possible to like minded businesses and projects from across the region and market them as part of a single theme. Again one of the key priorities here is to ensure that the experiences exceed visitor expectations. Initially, the Towards 2015 strategy has developed 11 Brand Clusters these include: Sheer Indulgence, Close to Nature, Traditional Beach Holiday, It’s Adventure, Discovery, Romance, Living Heritage, Easy Pre-School, It’s Cool, Relax and Recharge and Business Tourism. 1.37 It’s Adventure is the Brand Cluster that incorporates high-adrenaline fun. Be it on land or sea they hope to market cutting-edge adventures under one brand. Off- road cycling would probably fit well within this category. The Downhill and freeride mountain bike disciplines will fit very well with the It’s Adventure brand. Provision of family cycling may not be high-adrenaline however it is an activity that would fit well within the It’s Adventure brand and will appeal particularly to children. There would be scope for an overlap with the Close to Nature brand which is based upon visitors wanting to experience free air, wildlife and stunning views. Recreational cycling could be used as a medium to deliver the Close to Nature brand. 1.38 The brand cluster concept is an excellent method of promoting and marketing like-minded and similar attractions/activities directly to the target user. The brand idea could be used more specifically within off-road cycling to promote the different cycling facilities across the South West. Within the UK this has already been done successfully with the 7Stanes sites. 1.39 On one hand the It’s Adventure brand will hopefully attract tourists and staying visitors who are looking for a particular experience while a more specific brand may link several cycling hubs together so that everyone who visits one site will become aware of the other sites within the region. 1.40 Towards 2015 envisages the creation of a leaner, more cost effective and efficient structure across the region, with current bodies such as county and district wide tourist boards with Local Authorities working more closely together under the umbrella of Destination Management Organisations. Many activities will be streamlined and merged together. This approach seeks to ensure effective, co- ordinated management across the region. The DMOs will: ƒ Develop area action plans ƒ Act as point of contact for private sector ƒ Provide ICT and e-tourism services ƒ Feed information through Tourist Information Centres ƒ Market the destination ƒ Carry out research ƒ Provide advice and support to businesses ƒ Engage with local partners and organisations 1.41 The need for sustainable tourism will ensure the impact of visitors on the environment and local communities is properly managed and adverse effects minimised. Where development of cycling is concerned there is potential to formalise trails away from sensitive areas and also to avoid publicising those locations where conflict or natural constraints do not support use by mountain bikes.

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1.42 The Towards 2015 strategy has produced a series of steps called the ‘Future Footprints’ which contain key elements to maintain a sustainable tourist industry. Future Footprints is a partnership of organisations in the South West which support sustainable tourism. Their vision is a thriving sustainable tourism industry in the South West that satisfies the aspirations of visitors, businesses and the community without damaging the quality of its special environment. 1.43 As a result it is hoped that tourism will enhance the value we place in our environment, it will form a key driver for the protection and enhancement of out natural landscapes and built heritage. This mechanism will help local people to see improvements in the quality of their living environment and help residents’ to support and get behind the tourist industry. 1.44 Emerging cycle centres which cater for the staying visitor will probably displace tourists from other South West attractions. The landscape is unlikely to produce the quality and volume of advanced mountain bike trails to attract new and additional cycling specific holiday makers. Sport County Sports Partnerships 1.45 A County Sports Partnership is a partnership of agencies committed to providing a high quality single system for people to benefit from sport. Sport England has invested significantly in these as delivery agencies for coaching, capacity building of clubs and volunteers and they are increasingly involved in health related schemes and more outdoor and recreational type activities. 1.46 They have a commitment to deliver Sport England’s targets on health and inclusion and as such will be key partners for future resource bids. There are 7 partnerships in the South West and they are increasingly turning to self governance through charitable status or company limited by guarantee. 1.47 CSP’s are likely to play an active role in community regeneration and sports tourism. One such example is the Active Exmoor project which is managed by the Somerset Sports and Activity partnership (SASP) and has recently appointed a Sports Tourism manager to create links with activity providers and accommodation packages that will be marketed through a single website portal. 1.48 Other SCP’s are popular tourist destinations which are likely to follow suite in linking outdoor activity to accommodation and tuition and would come under the It’s Adventure brand. Active Exmoor has resources from the NPA, DEFRA’s sustainable development fund and Sport England. Local Authorities have a role in delivering these objectives. The Framework for Sport in England, A Vision for 2020 1.49 The report provides the strategic direction and policy priorities which seek to meet Sport England’s’ vision to make England the most active and successful sporting nation in the world by 2020. 1.50 In 2002 Game Plan (the Government’s long term vision for sport and physical activity) set the agenda for delivering Government’s sport and physical activity objectives. This report noted that the cost of physical inactivity in England is put at £2 billion per year and set targets of increasing physical activity in order that 70% of the population is reasonably active i.e. 5 sessions of 30mins of moderate exercise per week, by 2020. At present levels of engagement mean that only 32% of the population meet this target. In the South West the target is to increase a 1% year on year increase in participation levels (see the South West’s aims below). 1.51 The Framework has six priority areas for change. Promotion and marketing including brochures & media advertising and innovation & delivery under which the importance of parks and open spaces was noted, are of relevance to the study.

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Life’s Out There…Be Active in the South West, The Regional Plan for Sport 2004- 2008 1.52 The Plan recognises that sports related activities provide 2% of all employment in the region and create £2.5 billion in turnover each year (1.5% of the regional economy). The area’s growing reputation for extreme sports, including mountain biking, is also noted along with the fact that sports tourism attracts nearly £90 million into the region. 1.53 The Plan’s Vision is ‘to change the culture and community view of sport in the south west so we can increase activity levels by all ages and across all social groups). Its aims are to: ƒ Drive up participation levels of the south west’s population by at least 1%, year on year. ƒ Improve performance by increasing representation at national and international levels and ƒ Bring together a wide range of partners to create a more active and community focused south west. ƒ Achievement of the Vision is proposed through four main themes: ƒ Delivering community sport ƒ Encouraging active living ƒ Influencing strategic planning and ƒ Raising the profile of sport. 1.54 The theme of most relevance to this study is that of encouraging active living – specifically, using the natural environment for family focused activity. Active use of the countryside and other natural resources and seeing activity as part of transport (walking and cycling) are both highlighted themes within the Plan. The need to expand the capacity that the natural environment has to provide leisure activities is particularly noted. 1.55 Policy proposals relevant to this study include using increased promotion and marketing to better use the assets of the region through improved sports tourism, increasing the use of natural resources in the region and promoting green transport and travel. The Value of Sport to the Health of the Nation 1.56 This report provides evidence of the value of sport to the ‘health of the nation’. It shows that the benefits of physical activity provided through sport can make a significant contribution to health and the quality of life. The report also picks up on the value of sport to other social, economic and environmental policy areas. Particularly relevant areas of this include ‘sport and the economy’ highlighting the impact which sports initiatives can have on the local/regional economy and ‘sport and the environment’ which notes the great value of open space/countryside as a recreational resource. 1.57 Similar themes are picked up on in ‘Sport Playing its Part – the Contribution of Sport to Healthier Communities’. This again looks at the evidence as to how sport benefits the health of communities and outlines examples in which sports interventions and activities can contribute to this. Lifestyle Sports and National Sport Policy: an Agenda for Research 1.58 This report notes that whilst there has been a proliferation of new sporting forms over the last 2 decades there has been very little substantive research into participation rates and patterns, nor on the socio-demographic characteristics of ‘lifestyle sports’ participants. Mountain biking is identified as one of the key lifestyle sports.

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1.59 The main research completed around lifestyle sports to date has been conducted by Mintel and Key Note. These have indicated that around 10% of the adult population is interested in participating in lifestyle sports but that the majority of this is drawn from a narrow age and socio-demographic grouping (15-24 year olds and higher socio-economic banding). 1.60 As well as identifying that lifestyle sports span a number of policy arenas, particularly tourism, sports and consumption, the report proposes a research agenda for Sport England highlighting a need for further work with regards to – participation in lifestyle sports, categorization of participants, small scale follow up work on specific sports, detailed work on the emerging cultural and governance structures relating to the principal lifestyle sports and work on how to bring lifestyle sports into the policy arena. Demand for Outdoor Recreation in the English National Parks 1.61 This report investigated the demand for outdoor recreation in National Parks and explored the capacity of the Parks for meeting that demand. The study also considered whether NPA’s were undertaking their second purpose to promote opportunities for the understanding and enjoyment of the special qualities of the National Parks effectively. 1.62 The study concludes that outdoor recreation is extremely significant in the National Parks but that NPA’s have not been as proactive as they might be in promoting opportunities for outdoor recreation. NPA’s have been overly defensive in their approach to recreation and focused on environmental education, visitor management and their statutory duties with regard to access in this field, though the report concludes this situation is changing. 1.63 The study notes that overall demand for outdoor recreation is high and national surveys suggest that whilst walking remains the most popular activity, cycling also remains at high levels relative to other sports. It also highlights that there is some evidence that participation in both cycling and horse riding would increase if the infrastructure and support facilities were improved. 1.64 One recommendation of relevance to this study is that Rights of Way Improvement Plans offer significant opportunities to extend access for different outdoor activities. Health Choosing Health, Department of Health White Paper 1.65 The document aims to identify key principles for Government support in terms of individual’s responsibility to their health. This includes access to information and services and potential changes to the environment. The Paper seeks to set out a starting point for national renewal of actions in order to make a difference to the health of people in England. The work was informed by extensive consultation with the public. 1.66 Key points from the paper identify: ƒ Whilst health across the country has improved dramatically there are still challenges which need to be tackled if progress is to remain. Unfair inequalities in health have persisted and remain a key challenge. ƒ Traditional methods of improving health are becoming outdated and new approached and new actions are required to secure progress. ƒ People’s lifestyle choices are personal ones and they do not want the Government to take responsibility away from them. ƒ There is support for the Government to act in areas where one person’s choice can affect another person’s health.

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ƒ Society has a duty to take additional steps to protect children and people’s health. 1.67 The Paper has a number of chapters, each covering a key theme. These are: ƒ Health in the consumer society – covers issues such as food labeling and marketing. ƒ Children and young people – aiming to support the development of a healthy framework for life. ƒ Local communities leading for health – this recognizes that the environment, social networks, security, socio-economic circumstances and the facilities and resources available in local areas can affect individuals health. ƒ Health as a way of life – this section notes that whilst many people have good intentions regarding their health, many find it difficult to turn good intentions into sustained action. Support in terms of both making decisions regarding health and carrying them out is therefore important. ƒ A health promoting NHS – it is noted that the NHS, as it tackles waiting for treatment successfully, will increasingly become a health improvement and prevention service, supporting individuals in the health informed choices which are made. ƒ Work and health – this recognizes that the environment which people work in influences their health choices and can be a force for improving health. 1.68 A final chapter covers delivery of the White Paper and sets out a number of key actions by which national government should be judged: ƒ Regulation: building health into all future legislation by including health as a component in regulatory impact assessment. ƒ Resourcing delivery: this includes giving funding priority to areas of greatest need to address health inequalities. ƒ Joined up action: in addition to noting other important partners in the delivery of the White Paper, it is noted that the Department of Health will publish a six monthly progress report on key indicators for the targets that relate directly to improving health, reflecting the joint contributions of all departments involved. ƒ Aligning planning and performance assessment: this identifies additional delivery plans which will be published in view of this White Paper. These are the Food and Health Action Plan and the Physical Activity Plan. Links with other strategies from other departments (ODPM, DCMS and DEFRA) are also relevant. ƒ Building partnerships and inviting engagement for delivery: encouraging organisations to make their pledges to improve health e.g. national conferences etc. Choosing Activity, Department of Health 1.69 In support of the overall Choosing Health delivery plan, this action plan brings together all the commitments relating to physical activity. It provides detail on the context and next steps for action and seeks to provide the first cross government plan to coordinate actions aimed at increasing levels of activity across the population. 1.70 The document highlights that physical activity as part of everyday living has been in decline as a result of changes in the levels and nature of manual work and active travel. Despite an increase in the numbers of people participating in sports in their leisure time, participation in sports and exercise varies by age.

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1.71 The benefits of increasing activity levels are discussed – namely prevention and management of over 20 conditions and diseases, decrease in obesity rates and reduced risk of depression. 1.72 The aim of this Plan is to promote activity for all to levels set within the Game Plan recommendations – 70% of individuals undertaking 30 minutes of physical activity five days a week by 2020. Individual chapters of the report identify a range of commitments; these are listed under similar sections as the Choosing Health report i.e. choosing activity within a consumer society, children and young people – starting on an active path etc (see summary of Choosing Health report above).. 1.73 Specific actions of relevance to this Off Road Cycling study include: ƒ Continued support for National Bike Week ƒ Increased cycling marketing ƒ Cycling portal – provides information about why, how and where to cycle ƒ Support for the Bike It initiative ƒ Support for Sustrans for further provision of new cycle lanes and tracks, especially close to schools ƒ Develop guidance on whole town approaches to shifting travel from cars to walking, cycling and public transport. ƒ Ensure that new developments include good provision for cyclists. ƒ Investment in upgrading cycle parking facilities ƒ Promote professional training for cycling and walking. ƒ Produce new guidance on the tax-efficient cycle to work scheme to increase use of the scheme and promote cycling ƒ Promote walking and cycling in Local Transport Plans. Economic Benefits of Accessible Green Spaces for Physical and Mental Health: Scoping Study, for Forestry Commission, 2005 1.74 This study reviewed the economic benefits, in terms of physical and mental health, of changes in the provision of accessible greenspace. It has a number of key findings: ƒ A 1% reduction in the UK sedentary population could deliver a social benefit of up to £1.44bn per year. ƒ Accessible greenspace is associated with autonomous physical activity – locations which have high quality greenspace are used more frequently. ƒ Whilst passive use of greenspace is unlikely to give significant physical benefits it is associated with psychological and quality of life benefits. ƒ There is a lack of information on the long term benefits of programmes which encourage greenspace based physical activity. The evidence which is available indicates that there are potentially cost effective health benefits available at low cost if running costs are low. ƒ The key attribute for classifying greenspace in relation to health is its functionality in relation to physical activity – specifically that which facilitates physical activity (through scale, attraction, accessibility or through connectedness, including network of paths) and, that which does not.

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Summary 1.75 The document review establishes a number of key messages: ƒ Physical inactivity has clear links with costs placed upon the National Health Service. ƒ Government targets for individual physical activity rates are for 70% of the population to be reasonably active i.e. 5 sessions of 30mins of moderate exercise per week, by 2020. In the South West the target is to increase participation rates by 1% year on year. ƒ The South West has a growing reputation for mountain biking – the implications of potential revenue from this income and the fact that sports tourism now attracts £90 million into the South West is important. ƒ Using the natural environment for family focused activities is a key theme within sports, health and environmental agendas. All are keen to expand the capacity of the natural environment for such activities. ƒ There is a lack of overall information/research into participation rates and patterns of lifestyle sports, including mountain biking. ƒ Overall demand for outdoor recreation is high and national surveys suggest that levels of cycling are high relative to other sports. There is also some evidence that participation in cycling would increase if the infrastructure and support facilities were improved. ƒ The Government is keen to push the ways in which the environment can be used to good effect in terms of people’s health. Specifically, publications note that new actions to improve health should be promoted. They are also very keen for initiatives which appeal to children and the young so supporting a ‘healthy framework for life’. Overall there is recognition that the environment can be a good resource with which to affect change in people’s health. ƒ Rural tourism benefits from the quality of the natural environment: forests are an important environmental resource – 3% of total tourism expenditure is from forest related expenditure. ƒ The estimated direct contribution to the leisure and tourism industry from cycling, orienteering, combat games and motor sport activities is between £5- 10 million/annum. ƒ Over the coming decade, up to 20% growth in tourism spend is predicted with up to a possible 10% increase in overseas visitor spend across the region. ƒ Up to 20% increase in day visitor spend over the next ten years. ƒ An increase in holidays which promote good health and well being. ƒ Combining holidays with hobbies and interests, as people seek expression of individuality. ƒ Development of Brand Clusters and Brand Bluster teams to promote different South West attractions. ƒ It’s Adventure theme could be a joined up way in which to promote and market the off-road cycling opportunities. ƒ Emphasis of creating a sustainability and long-term stability will help to preserve and protect our environments. ƒ Destination Management Organisations will operate at a sub-regional level to combine and streamline resources managing tourism and supporting businesses.

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ƒ The overall message is that some ill-health is linked to inactivity and that ill- health imposes a significant national cost. Woodlands provide good opportunities for activities and cycling overall is an important component. Furthermore, the development of activities in woodlands fits well with the restructuring of tourism in the region, by providing high quality year round activities.

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2 MARKET SEGMENTS

2.1 A number of different approaches to segmentation were considered in order to establish the basis for demand analysis within the South West. These approaches include: ƒ Cycling-based segmentation ƒ Tourism-based segmentation ƒ Socio-demographic based segmentation 2.2 These approaches are described in more detail below. Cycling-based Segmentation 2.3 This is the most targeted approach to segmentation and the most focused on defining types of probable off-road cycling users. However there is little detailed demand-side information available to provide quantifiable data for this approach. 2.4 The understanding of profile and needs and wants of the different segments defined through this approach can be ‘fed’ into other segmentation approaches where more detailed information exists to help determine potential demand. 2.5 Information from a number of different studies2 of the cycle tourism market, suggests that the most helpful way to segment the market is on the basis of the frequency with which they go leisure cycling. This appears to determine: ƒ The type of cycle tourism activity that people are interested in. ƒ The distances they will travel ƒ The cycle tourism products that they require. 2.6 On this basis Sustrans identifies the following cycle tourist market segments: a. Infrequent Leisure Cyclists ƒ People who rarely cycle – they are likely to have cycled as children but have lapsed as cyclists in adulthood; ƒ They may not own a bike, but if they do, the likelihood is that they hardly ever use it. b. Occasional Leisure Cyclists ƒ People who cycle for pleasure a few times during the summer;- ƒ They are unlikely to cycle during the winter; ƒ They will usually be bike owners. c. Frequent Leisure Cyclists ƒ People who will go leisure cycling approximately once or twice a fortnight during the summer, and possibly at least once or twice during the winter; ƒ They will invariably be bike owners. d. Cycling Enthusiasts ƒ People who go leisure cycling at least once a week, whatever the time of year, although perhaps less frequently during the winter; ƒ Bike owners and probably regular utility cyclists.

2 Sustrans Information Pack TT21- Cycle Tourism ‘Moving up a Gear’ – A cycle tourism strategy for Wales 2000 - 2007

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ƒ There is another group identified by Sustrans, of frequent utility cyclists who cycle for pleasure on an occasional basis. They are likely to have similar requirements to Cycling Enthusiasts. 2.7 The document ‘Moving up a Gear – A Cycle Tourism Strategy for Wales’ builds on the Sustrans segmentation and identifies the following additional segments: e. Family Leisure Cyclists ƒ Safety is of paramount importance to this group and they tend to favour traffic- free cycle paths in most instances. f. Occasional Mountain Bikers ƒ People (predominantly males in their 20s and 30s) who go mountain biking about once a month. ƒ Primarily looking for purpose-built and signed mountain bike trails g. Mountain Biking Enthusiasts ƒ People who regularly go mountain biking ƒ Older age profile than occasional mountain bikers – still predominantly male. ƒ Tend to plan their own routes and seek out trails using bridleways and / or other passable rights of way. 2.8 This document goes on to detail the types of cycle tourism activity undertaken by each of these segments and the key product requirements in order to satisfy each segments needs. This additional information is detailed in the table below. 2.9 Sustrans point out that the distinction between each segment is very difficult to determine. Where one segment stops and the next starts is impossible to say and people may well move from one segment to the other over time. 2.10 They also state that it is impossible to quantify the size of each market segment but that it is reasonable to assume that, based on currently available figures for cycling; Infrequent Leisure Cyclists will potentially far outnumber any of the other segments. 2.11 Neither is it unreasonable to suggest that the potential size of each market segment diminishes as frequency of leisure cycling increases: that there are potentially more Occasional Leisure Cyclists than Frequent Leisure Cyclists, and that Cycling Enthusiasts are likely to comprise the smallest market segment. There is, however, no conclusive research evidence to confirm this view. Cycling Tourist Market Segments – Key Interests and Product Requirements Market Type of Cycle Product Requirements segment Tourism Activity Undertaken

Infrequent • Traffic free cycling • Traffic-free cycle paths Leisure • Packaged cycle • Cycle hire Cyclists Holidays and Short • Packaged cycling holidays Breaks

Family Leisure • Traffic free cycling • Traffic-free cycle paths Cyclist • Cycle hire

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Market Type of Cycle Product Requirements segment Tourism Activity Undertaken

Occasional • Day cycle rides (10 • Circular day routes with maps Leisure – 25 miles on quiet and information Cyclists country roads and • Traffic free cycle paths traffic free paths) • Safe place to leave the car whilst • Cycling short cycling breaks • Bases for cycling short breaks o Self- • Cyclist friendly accommodation organis • Cycle parking and storage ed • Cycle repair / rescue o Centre- based

Frequent • Day cycle rides (25 • Circular day cycle routes with Leisure – 35 miles primarily maps and information Cyclists on quiet country • Safe places to leave the car while roads) off cycling • Cycling short • Cycle access by train breaks • Ideas for cycling short breaks o Self- • Cyclist friendly accommodation organis • Cycle parking & storage ed • Cycle repair / rescue o Centre- based + touring

Cycling • Day cycle rides (up • Ideas for day cycle rides – will Enthusiast to 40 – 50 miles, tend to plan their own rides / primarily on quiet routes. country roads) • Safe place to leave the car • Independent cycle • Cycle access by train (for some) touring holidays • Ideas for cycle touring holidays & and short breaks short breaks • Cyclist friendly accommodation • Cycle parking & storage • Cycle repair

Occasional • Mountain Bike • Purpose built and signed Mountain Trail Riding mountain bike trails Bikers • Mountain biking • Mountain bike hire breaks • Car parking • Cyclist friendly accommodation – particularly camp sites & self- catering

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Market Type of Cycle Product Requirements segment Tourism Activity Undertaken

Mountain bike • Mountain Bike • Information on where to go enthusiasts Trail Riding mountain biking – tend to plan • Mountain biking their own routes but will use breaks purpose-built and way marked maintains bike trails. • Car parking • Cyclist friendly accommodation Source: ‘Moving up a Gear – A Cycle Tourism Strategy for Wales’ 2000 – 2007 p.10 Further Mountain Bike Specific Market Segmentation 2.12 A more comprehensive segmentation of the mountain bike market is outlined in a report on the 7stanes mountain bike project in Scotland3. This report builds on work developed in an earlier report by MTB Wales. This Welsh report segments the mountain bike market as follows: Enthusiasts ƒ Urban dwellers – best kit ƒ Like - comfort of manmade trails, variable fitness levels, like to be seen. Sprint riders ƒ Competition-based riders ƒ Like - short, cross country trails, 2 to 3 hours. Downhill ƒ Gravity junkies ƒ Crave large drop-offs, manmade obstacles but need uplift system. Trail ƒ Cross-country, 4 to 6 hours, ƒ Will cycle in wilderness and can use maps, compass etc 2.13 The 7stanes report builds on the Welsh segmentation through the addition of 2 further segments: the family market and novice / casual cyclists. It does this in recognition of the fact that these are potentially the two largest market segments. The complete segmentation put forward in the 7stanes report is as follows: 7stanes mountain bike segmentation SUGGESTED MOUNTAIN BIKE MARKET SEGMENTATION Market General ‘off-road’ skill level Novices / Casual Cyclists Low Family / School / Youth Groups Low / Moderate Enthusiasts Low / Moderate / High Cross-country Moderate / High Downhill High Sprint High 2.14 Each of these segments would incorporate day visitors and overnight / short break tourists. In addition visitors could come as individuals or groups.

3 The 7stanes MTB Project: Evaluation for Forestry Commission Scotland – July 2004

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2.15 Perhaps the most sophisticated and comprehensive attempt to segment the off- road cycling market has been developed by the Cyclists’ Touring Club (CTC). 2.16 This segmentation approach also builds on much of the earlier the work completed by Sustrans and in both Wales and Scotland and attempts to pull together and articulate a number of the different key variables related to each segment. 2.17 The approach to segmenting the off-road cycling market as developed by CTC appears to provide the strongest basis for more detailed demand analysis. 2.18 However, aside from a fairly rudimentary attempt to quantify mountain bike in the UK by the International Mountain Bike Association (IMBA) which is detailed later, detailed data on the size of these market segments is almost non-existent. 2.19 The challenge is to correlate information about this approach to segmentation with other approaches to segmentation where considerably more data is available.

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CTC Draft Market Segmentation for Off-Road Cycling Market Segment Description Skill Level Dwell Time Trail Requirements Activity and Facility Route Grading Requirements Casual ‘Near Market’ Non-cyclist who might try Very low 1 hour Traffic-free cycle paths Cycle hire, cycle Green cycling if conditions are and mixed-use trails, training, led rides – suitable gentle gradients, hard nature rides, surfacing, well historical rides, signposted, short group activities, café, routes, rest areas, ‘rail toilets, links to other trails’ and wider forest attractions, singletrack. good car parking and public transport links. Novice / Infrequent New or limited off-road Low 1-2 hours As above As above Green / Blue Leisure Cyclists experience Family Groups Mixed ability groups with Varies – 2-3 hours As above, but may be As above Green / Blue safety as a priority generally interested in slightly low / steeper gradients and moderate narrower singletrack depending on age and ability. Families may also split into groups based on ability, so the more trail options the better. Frequent Leisure Cyclist who enjoy Moderate 2-3 hours Traffic-free cycle paths As above Green / Blue Cyclists countryside cycling but and mixed-use trails, are not interested in longer routes (10+ mountain biking miles). School Group Mixed ability groups with Varies – 2-3 hours As above As above, but may Green / Blue safety as a priority generally enjoy skills areas low / and a general moderate emphasis on tuition.

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Market Segment Description Skill Level Dwell Time Trail Requirements Activity and Facility Route Grading Requirements Enthusiast Cross-Country Various skill levels, keen Moderate / 2-4 hours As above, but steeper, Cycle hire, cycle Blue / Red / to ride signature trails high narrower trails are also training, café, toilets, Black (whether man-made or a possibility. Longer bike wash, good car natural) routes (10-30+ miles) parking and public with some obstacles transport links. (with ‘chicken runs’), roots, rocks and drop- offs. Epic / Endurance Long-distance wilderness Moderate / 3-6 hours Long, open, wilderness Will use facilities if Blue / Red / riders. Will use high routes, natural features available but mostly Black / compasses, GPS and and feeling of solitude. self-sufficient. Ungraded maps to navigate Will connect other routes together for distance. Difficulty based more on distance than gradient or obstacles. Downhiller High speed downhill High 2-3 hours Steep, technical Uplift facilities, café, Red / Black / riders descents, big drop-offs, toilets, bike wash, Double Black roots and rocks, good car parking and minimal climb. public transport links. Cycle hire and training less important but may be worth considering. Freerider Freestyle riders High 1-3 hours Obstacle-based riding. As above, but Red / Black / North Shore, freestyle without uplift Double Black parks with big drop-offs, facilities. and Freestyle gaps and jumps. parks Dirt Jumper Riders (often younger) High 1-2 hours Specially designed dirt Café, toilets, public Dirt Jumps who pull tricks over a jumps transport links very series of jumps. important due to riders’ age

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Tourism-based segmentation 2.20 Given the enormous value of tourism to the South West it is essential to consider the potential demand for off-road cycling that can be generated from the visiting tourist population within the region. 2.21 In 2001, some 26m tourists stayed overnight in the South West from both the UK and overseas. These visitors stayed for 105 million nights and spent a total of £4.5bn during their visit4. 2.22 For domestic tourism, the South West is the most visited RDA region of the UK. 2.23 The majority of the visitors are on holiday, accounting for 71% of domestic trips and 40% of overseas trips. Visits to friends and family account for 19% of domestic trips and 31% of overseas trips. Business trips account for only 10% of domestic trips. 2.24 There have been various attempts to define tourist segments in terms of people’s core attitudes and values that drive behaviour. Segmentation based on trip purpose & life stage. 2.25 The Tourism Company in their report ‘State of Tourism South West 2003’ have provided a useful and straightforward segmentation based primarily on trip purpose and lifecycle. This segmentation is supported by robust statistical information as to the value and volume of trips made by each segment. 2.26 The segments are defined as follows: - General Business Tourism - Group Holidays - Discretionary Business Tourism - USA - Visiting Friends & Relatives - Australia - Holiday / breaks pre-family - France - Holiday / breaks family - Germany - Holiday / breaks post-family - Ireland - Breaks 1 – 6 nights - Independent Day Visits - Long holidays 7+ nights - Group Day Visits - Activity Holidays

4 Source: State of Tourism South West – July 2003. The Tourism Company.

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South West tourism based segmentation – size and value

Segment Value to South Volume of Trips West Visiting Friends & relatives £362m 4.5m VFR trips 10.8m VFR nights Pre-family holidays & breaks £450m 2.6m holiday trips 7.9m nights Family holidays & breaks £1bn 6.2m holidays 28m nights Breaks 1 – 6 nights £1.9bn 12.8m trips 37m nights Long holidays –7 + nights £1.1bn 4.1m holiday trips 35m nights Activity & special interest £281m 2.3m trips holidays 8.0m nights Independent leisure day £3.7bn 148m day trips visits Source: State of Tourism in the South West 2003: The Tourism Company South West Tourism Brand Cluster Segmentation 2.27 South West Tourism (SWT) has worked to develop a sophisticated approach to segmentation focusing primarily on customer’s aspirations and desired experiences. 2.28 A number of customer ‘bands’ have been identified based upon their socio- demographic and life stage profiles. 2.29 Seven customer bands were recognised as being particularly important to the South West: ™ Young, Free & Singles. ™ Families with secondary school age children. ™ DINKS (dual income no kids) ™ Empty Nesters. and SINKS (single income no kids). ™ Families with children at ™ Third Agers. preschool age. ™ Families with children at primary school. 2.30 Further to this, a number of key customer segments or ‘brand clusters’ were identified based upon their needs and desires. These brand clusters were then correlated to the customer bands to develop a clear picture of segmentation targeting for the South West. 2.31 A total of 10 segments or brand clusters were identified as being of most important to the South West. These are described in the form of ‘positioning concepts’ below: ™ Sheer Indulgence. ™ It’s Cool ™ It’s adventure ™ Chill out ™ Discovery ™ History & Heritage ™ Easy pre-school ™ Romance ™ Close to Nature ™ Traditional WC Beach 2.32 Of these ‘brand clusters’, ‘It’s Adventure’ and ‘Close to Nature’ are believed to be most closely aligned to some of the core segments identified in the earlier cycling-

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based segmentation analysis and are therefore considered to have the most significance for off-road cycling in woodlands in the South West. Brand Cluster based segmentation – size and value Segment Value to South West Volume of Trips

It’s Adventure £256.4m 1.3m

Close to Nature £307.6m 1.4m

2.33 Tourism-based segmentation provides more detailed information on the size and value of each segment to the South West and it is possible to draw some rudimentary correlations between the different tourism based segments and the cycling based segmentation but not at a detailed enough level to attempt to accurately forecast either current or predicted demand. 2.34 This approach to segmentation is useful in identifying the huge potential throughout the region represented by the visiting tourist population. Socio-demographic segmentation 2.35 There are numerous research surveys and day trip statistics which underline the potential significance and importance of the local population to the level of demand for off-road cycling. 2.36 Figures released by the ONS in mid-2004 show that the population of the South West crossed 5 million, increasing by 0.8% compared to mid-2003, the fastest rate of growth in the UK, driven by net inward migration. 2.37 It is therefore considered essential to have a segmentation-based understanding of the population of the South West. 2.38 Arguably, the most useful segmentation method for analysing the base population of the South West is to apply the CAMEO UK classification system. 2.39 This system was developed for marketeers and it uses a geo-demographic classification, based around data from the UK Census, to ‘cluster’ households based on their postcode into one of 11 main ‘marketing’ groups:

™ Group 1: Affluent singles and ™ Group 7: Less affluent singles couples in exclusive urban and students in urban areas neighbourhoods. ™ Group 2: Wealthy ™ Group 8: Poorer white & blue neighbourhoods nearing & collar workers. enjoying retirement ™ Group 3: Affluent home owning ™ Group 9: Poorer family and couples and families in large single parent households houses ™ Group 4: Suburban home ™ Group 10: Poorer council owners in smaller private family tenants including many single homes. parents ™ Group 5: Comfortable mixed- ™ Group XX: Communal tenure neighbourhoods establishments in mixed neighbourhoods ™ Group 6: Less affluent family neighbourhoods

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Cameo Group Analysis for the South West Region Cameo Number of Households in % Group the South West Region Catchment % National Ratio 1 14,414 0.6 3.4 0.2 2 92,708 4.1 3.7 1.1 3 345,806 15.4 10.5 1.5 4 392,652 17.5 13.8 1.3 5 194,259 8.6 8.8 1 6 391,643 17.4 14.3 1.2 7 120,944 5.4 5.8 0.9 8 295,320 13.1 17.1 0.8 9 301,402 13.4 10.9 1.2 10 65,961 2.9 11.5 0.3 9,277 0.4 0.4 1.2 2.40 Each of these 11 main groups is then broken down into 58 categories allowing for a much more detailed marketing analysis. 2.41 Using data captured during the cycle survey undertaken as a part of this project, this segmentation method has been used to produce an estimate of the potential demand for off-road cycling in woodlands from the base population in the South West.

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Tourism based segmentation – size, value, profile & needs Segment Value to Volume of Characteristics Needs & wants South West Trips Visiting Friends & relatives £362m 4.5m VFR • Low spend per night. • A VFR visit acts in 58% of trips • Mainly short duration, 1 – 3 nights. cases as a stimulus for an 10.8m VFR • Most stay with relatives. outing or meal out. nights • Even distribution throughout the year • Hosts look for interesting places but Christmas still a peak. to visit, eat, things to do. • 75% of VFR tourists are female. • Hosts will often aim to provide • Even spread across the age groups an “insiders” view off normal • 58% are ABC1. tourist trail, seeking out less • 50% come from SW and SE regions. congested areas and places. Pre-family holidays & breaks £450m 2.6m holiday • Most short breaks taken within 2hrs • Key requirements are lively trips travel time. places with nightlife, shopping, 7.9m nights • Younger age groups, singles / restaurants, bars. couples, either on own or as groups. • Focus on cities, towns and • Relatively high disposable income. resorts. • High propensity to take holidays. • Accommodation less critical • Not constrained by children. than opportunity to relax with • Group subdivided into 18 – 25 and group of friends. older ‘home builders’. • Older couples often seek • Knowledge and awareness of SW romantic/pampering weekends. produce limited, although Cornwall • Older, pre-family couples also and Devon better known. more affluent and therefore • 50% aged 15 – 24. become more discerning in • 92% have access to a car. choice of accommodation. • 75% are ABC1.

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Segment Value to Volume of Characteristics Needs & wants South West Trips Family holidays & breaks £1bn 6.2m holidays • Broad family market further • Travel time of max 2 – 3 hrs. 28m nights segmented by age of children. • Holidays planned in advance • Pre-school segment not constrained around term times. by school holidays. • Entertaining children is key • Primary age – school holiday times. priority. • Teenagers – typically more • Need a range of children’s independent and demanding. activities – clubs, wet weather • Family market takes both long entertainment, free activities. holidays and short breaks, but • Accommodation important – abroad is main holiday destination clean and comfortable. for most. • Self catering is preferred option. • Wife is often main decision-maker. • Scenery and coast are • 56% ABC1, 32% AB important. • 70% from SW, L, SE and WM. • 95% have access to a car.

Breaks 1 – 6 nights £1.9bn 12.8m trips • Low spend per trip but higher spend • People willing to take more 37m nights per night than average. risks with short breaks • Average length of stay 2.9 nights • Serviced accommodation • 52% women. generally preferred, increasing • 40% aged 25-44. scope for self-catering. • 75% no children. • Travel time limited to 2/3 hrs. • 62% ABC1, 31% AB. • Pre-families looking for lively • 45% from L, WM, SE. places with nightlife, shopping. • 55% holidaying with other adults. • Families interested in children’s • 66% come April – October. activities. • Post-families interested in inclusive breaks in good quality hotel accommodation.

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Segment Value to Volume of Characteristics Needs & wants South West Trips Long holidays –7 + nights £1.1bn 4.1m holiday • SW now only seen as a suitable • Accommodation quality an trips additional or secondary holiday. important factor 35m nights • Most appeal to families and post- • Families driven by children’s family segments. needs according to age spread. • High spend per trip but lower than • Self-catering accommodation is average spend per night. preferred option. • Average length of stay 8.4 nights. • Post-families more interested in • 66% aged 25 – 44, 39% aged 55 soft activities and serviced plus. accommodation. • 56% with children • Destination is more important • 54% ABC1, 26% AB than simply getting a good deal, • 56% take place at seaside, 29% in although value important. countryside. • 44% from L, WM, SE, 12% from SW • 51% take place in Jul/Aug. Activity & special interest £281m 2.3m trips • Activity holidays more likely to be • Holidaymakers want it to be holidays 8.0m nights seen as additional holidays. easy to arrange all elements of • Tend to be younger, AB groups. activity/special interest holiday. • Top activity is walking, then • Quality food and watersports, fishing, golf, cycling. accommodation are still • Market splits into “enthusiasts” necessary. (pursuing a particular hobby) and • An opportunity for social “dabblers” (looking for new activities interaction is important, either to try.) with other people or within each • DIY sector is the largest, family. • Only 1/3 of holidays are bought as • Opportunity to learn a new skill inclusive packages. an important plus. • Increased interest in health and fitness has not necessarily translated into growth in this sector as yet. • Many put the activity first and the destination second.

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Segment Value to Volume of Characteristics Needs & wants South West Trips Independent leisure day visits £3.7bn 148m day trips (Information below related to the UK as a • Interesting days out reasonably whole – regional SW picture may differ.) close to home (75% of trips • Majority of trips are to urban areas – have a round trip distance of 75 countryside 22%, seaside 6% miles or less.) • Most popular activity is eating out • Access by car is still preferred • Average duration of a trip is 5.4 hrs, but congestion can act as a average distance travelled 37 miles. deterrent. • 64% of trips consist of a couple or • Plenty of opportunity for “free” group of adults. activities, such as general • Average party size was 4.8 people. sightseeing, window shopping, • 51% if trips made at the weekend walking, picnicking etc. with Friday being the busiest day. • 68% ABC1 • 75% no children under 16 in household. Source: State of Tourism in the South West 2003: The Tourism Company

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3 SOUTH WEST TOURISM BRAND CLUSTER BASED SEGMENTATION

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South West Tourism Brand Cluster based segmentation – size, value, profile & needs Segment Value to Volume of Characteristics Needs & wants South West Trips It’s Adventure 256.4m 1.3m • Two distinct markets choosing • Plenty of social interaction, different activities: Younger , either within family or larger without kids (riskier activities) or group. Also provision of older, with secondary school age somewhere to socialize in the kids or empty nesters (less risky). evening after the activities. • A UK adventure break not • Accommodation located very considered as main holiday. close-by, but not too much • Looking to try a wide range of emphasis placed on quality. adventure activities. • Self catering option preferred by • Most breaks taken as long families. weekends, mainly during warmer • A variety of activities to choose months. from, particularly families. • Families planned and booked well • Personal service offered by a in advance in order to secure smaller provider. availability. • High standards of safety, tuition • WOM featured in choice of and equipment. activity/location. • Opportunity to try something • Experiences enhanced by the different alongside main surroundings and socializing. activity. • All activities involve being active, a • Well maintained, checked and, sense of achievement, “buzz” or ideally, new equipment. “rush” factor. • Appropriate qualifications • Unwillingness to travel far for an supported by real attentiveness activity which last 1 – 2 hours. and strong local knowledge from activity providers.

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Segment Value to Volume of Characteristics Needs & wants South West Trips Close to Nature 307.6m 1.4m • Primary targets are empty nesters, • Good quality accommodation DINKS and SINKS. options. • Big draw is the unique coastline, • Access to a variety of good but are also keen to explore inland. quality places to eat. • Interested in the variety of flora and • Opportunity to participate in a fauna. variety of activities in addition to • Many use B&B accommodation, walking. with some camping, farm stay and pub accommodation. • Food and drink also important, with the emphasis on sampling local produce wherever possible. • In addition to walking, cycling and horse riding are other popular activities.

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4 CYCLE SURVEY QUESTIONNAIRE

Section 1: Housekeeping Information

Date:

Location:

Section 2: Cycling Visit Information

Q1. How many people are there in your group?

Q2. How would you describe your off-road skill level? Please select only one… 1. Low 2. Low to moderate 3. Moderate 4. Moderate to high 5. High Q3. What is the nature of your group? Please select as many as appropriate… 1. Friends 2. Family 3. Club 4. Individual Q4. How far have you travelled to be here today? Please select one… 1. < 5 miles 2. 5 to 10 miles 3. 10 to 20 miles 4. 20 to 50 miles 5. > 50 miles Q5. Why did you choose to cycle at this location? Please select one… 1. Ease of access

2. It offers safe cycling

3. It offers challenging cycling 4. It offers family friendly cycling 5. The scenery and landscape 6. Other (please specify)

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Q6. How long are you staying at this site today? Q7. How frequently do you go off-road cycling? Please select only one… 1. Very often (> 4 times / month) 2. Frequently (2 to 4 times a month) 3. Less frequently (once a month) 4. Occasionally (once or twice every 3 months) 5. Hardly ever (once or twice a year) Q8. Are you on holiday or is this a ‘local’ day out? Please select only one… 1. On holiday (Staying away from home) 2. Staying with friends or relatives 3. Day Trip

For those staying with friends/relatives/on holiday 1 Main reason Q9a. Is off-road cycling the main reason for staying 2 Important away from home or would you have come to this area 3 Would have come anyway? anyway

Section 3: Personal Information

Q10. Please can you give me your approximate age? Please select only one… 1. < 16 2. 16 to 34 3. 35 to 59 4. 60 + Q11. Please can I have your postcode? - Note to interviewer: This is the most important piece of data to gather from the survey. Q12. Please record the gender of the respondent. Male Female

“THANK YOU FOR TAKING PART IN OUR VISITOR SURVEY”

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5 SURVEY FINDINGS Introduction 5.1 A survey of off-road cyclists was carried out by on behalf of the steering group during weekends in June and July 2006. Eleven sites were used across the South West in an effort to sample from a range of locations which offered a variety in terms of technicality of riding and the facilities on offer to users. The majority of sites were selected from the popular cycle hubs identified in the research stage; a couple of additional sites were included to create a fair spatial distribution and also to boost survey numbers. 5.2 The survey sites were based at Haldon Forest Park, The Forest of Dean Pedalabikeaway Centre, Ashton Court, The Moors Valley Country Park near Ringwell, Exmoor, Cardinham Woods near Bodmin, Woodbury Common, Okeford Hill near Blandford Forum, Wareham Forest Sika Trail on the Purbeck Hills, The Quantocks at Triscombe Stone car park and the Mendip Hills based at Rowberrow Forest car park. The findings are based on a total of 836 questionnaires. Volume of responses at each site varied between a handful of cyclists at places like Okeford Hill and Exmoor to over 200 at the Forest of Dean. A copy of the questionnaire can be viewed in Appendix 4. Overall findings 5.3 The overall picture of the survey indicates that most cyclists place themselves into the ‘moderate’ and ‘moderate to high’ skill levels, which accounted for 35% and 23% of responses respectively. Fewer riders considered themselves to be of ‘low’ or ‘low to moderate skill’. 16% feel they have a ‘high’ level of riding skill. Cycling groups tend to consist of families, friendship groups with individual cyclists also featuring consistently across sites. Overall, 44% of the survey consisted of families with 56% coming from the other categories (friends, club, individual and friends & family). Cyclists were asked to estimate their journey distance from home. These responses illustrate that the greatest proportion of riders in this survey traveled less than 5 miles. However, considerable numbers of riders indicated that they had traveled up to 50 miles to get to their destination (10-19 miles = 21% and 20-50 miles = 23%). Reasons for choosing a cycling destination 5.4 Popular cycle locations tend to receive frequent use due to a host of variables, the most significant reason stated throughout the survey was down to provision of challenging cycling (27%). Provision of family cycling (16%), ease of access (16%) and just being able to cycle amongst scenery and landscape (16%) also featured highly when selecting a cycling location. Duration 5.5 The duration of cycle time spent is dependent on the how much riding is available, the nature of the trails, individual fitness and whether cycling was an important aspect of the trip. For these reasons it is difficult to distinguish in general how long people will spend cycling. Three hours was the most frequent response but this only accounts for15% of the total number of responses. Frequency of riding and type of visitor 5.6 Significantly, 50% of cyclists are regular off-roaders, cycling more than 4 times per month. The distribution of less frequent, occasional and rarely ever responses was fairly similar at around about 10% in each category. Interestingly, there were a number of people experiencing off-road cycling for the first time. Cycling as a day

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trip is very much the dominant market for off-road biking, which accounts for 88% of cycling trips. Almost 10% are staying visitors but this figure varies significantly between sites. Of those people staying away from home, the majority hold cycling as an important aspect of their holiday, this indicates that there is a strong market for opportunist cycling while on holiday. 5.7 Off-road cycling is dominated by males in the 30-45 age bracket with significant number of young male adults. Females only formed 23% of the survey. Site Analysis 5.8 Although all of the sites offer quality off-road cycling whether it is family or enthusiast orientated there was a vast difference in the number of questionnaires collected between sites. It is no coincidence that the most popular sites are those with adequate facilities and relatively easy access. The presence of a single focal point like Haldon Forest and the Forest of Dean ensured that the study was able to capture a larger proportion of the total users at that facility. The study envisages a higher user group than the sample suggests for the apparently minor locations such as Exmoor, Woodbury Common and The Quantocks. Due to a wide dispersion of riders, who base their riding from different start points, the study was unable to capture a reasonable representation of mountain bikers using these hubs. 5.9 The results indicate the more expansive, natural terrain sites with little in the way of mountain bike facilities are supported predominantly by enthusiast riders with high skill levels, for example riders at the Quantocks consisted of 40% highly skilled and a further 26% in the moderate to high skill category. From these inferences one could speculate that these sites maintain a consistent level of use, whereas, users of family trails will diminish during autumn and winter. Nature of groups 5.10 Family cycling was most popular at the Moors Valley Country Park (75%), this is not surprising given that there are no formal enthusiast or rugged mountain bike trails. The Forest of Dean (54%) and Haldon Forest (52%) are both very popular with families. Family groups were primarily groups of two (parent and child) with families of three and four featuring frequently throughout the survey. Club riding appears to be very low, Haldon and Okeford Hill featured the greatest number of club riders (10% and 33% respectively) but generally they form a minority when it comes to the overall cycling scene. Individual cycling features more in those locations that have a natural bias towards advanced riding. Woodbury Common, The Mendips and The Quantocks all featured higher numbers of individual cyclists. Ashton Court is also popular for individual bike riding, this could be down to ease of access and proximity to a large population source. It therefore receives a extensive use from locals who want a quick and hassle free bike ride. Distance Traveled 5.11 The Forest of Dean pulls people from the greatest distances with almost half of the people traveling within the 20-50 mile bracket (46%). No other site comes close to this figure. This is probably due to family groups willing to travel for a whole days safe activity cycling and also down to a lack of nearby population centres. Haldon and The Quantocks pool across a broad range of distances. This could be down to the pulling power of good trail reputations for mountain biking. Although Woodbury Common featured few survey responses the user origin spreads fairly consistently from locals (27% within 5 miles) to those up to 50 miles away, with 46% of riders traveling between 10 and 19 miles. Likewise the Moors Valley has a broad user origin with a large local contingent and then a further number of users from the 20- 50 miles & 50+ mile brackets.

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Reasons for choosing a cycling destination 5.12 The survey attempted to establish a set of site specific variables which mountain bikers regard highly when choosing their destination. Riders at Ashton Court, The Quantocks and Woodbury Common considered challenging cycling to be their main reason for being there. Places like the Moors Valley, Haldon and The Forest of Dean attract people seeking family friendly and safe cycling. Frequency of cycling 5.13 In retrospect the survey has identified and confirmed how sites either cater predominantly for a niche sector of mountain biker, or the most popular and successful hubs have a ‘do it all’ label which enables them to attract a variety of off- road cyclists. Where advanced trails are present, such as Okeford Hill, The Quantocks, and Woodbury Common, they feature very high proportions (80-100%) of regular cyclists (>4 times/month). However, the more family orientated centres feature higher volumes of less frequent cyclists, for example at the Moors Valley 26% cycle occasionally and 21% cycle hardly ever. Type of visitor 5.14 The overall picture demonstrates that cycling is principally a day trip activity. The family based centres of The Forest of Dean and Moors Valley made up 89% of all staying visitors. Staying tourists will have limited opportunity to cycle where there is no provision for bike hire. Haldon Forest and Ashton Court are both high volume centres, but staying visitors made up less than one percent of the survey respondents at both of sites, this is almost certainly due to the absence of a bike hire. Those people staying away from home were asked how important it was to go off-road cycling during their trip. The responses suggest that in most cases cycling is important, with over 40% responding that it was either the main reason for staying away or a very important part of their trip. Age and gender of cyclists 5.15 The Moors Valley featured the highest proportion of adult bikers with 70% in the 30- 45 age bracket. The 30-45 year olds were also the dominant force at all of the other sites, comprising approximately 55-60% of the survey samples. Ashton Court and The Mendips poled a 30% proportion of young adult riders in the 16-29 age group. Other sites such as Haldon, The Forest of Dean and Wareham featured around about 20% in the young adult category. The over 45s age group was consistently higher than the under 16s, however, there may be an under representation of under 16s because they are likely to be accompanied by adults when participating in off- road cycling and in most cases it would have been the adult responding to the questionnaire. 5.16 The Moors Valley was the only survey site to feature more women than men (55% females). Across other sites, male riders outnumbered female riders by a large margin with an overall proportion of 77% males. Survey Evaluation 5.17 The staying visitor market is an important economic sector for any visitor attraction. Of the sites that were surveyed only two have been able to capture any revenue from this lucrative market. There will be some holidaymakers that will bring bikes with them, however the vast majority are unlikely to do this and depend upon bike hire facilities such as those provided at The Forest of Dean and The Moors Valley Country Park. The survey has underlined that these centres receive approximately 20-25% of their custom from staying visitors. This demonstrates how a straightforward bike hire facility can increase the number of users and generate additional revenue.

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5.18 Further significant outcomes draw from the volume of staying visitors that place off- road cycling as important, very important or the main reason for staying away. The survey clearly identified favouritism towards well equipped centres; this would suggest that development of these facilities will help to tap into the tourist market. 5.19 The survey shows that 50% of the sample claim to cycle more than four times per month. This indicates that off-road cycling is made up of a core user group and that overall annual site visitors will consist of repeat visits and return custom. 5.20 The family group dominates the off road cycling market. Families also make up the largest potential user group, which bodes well for increasing visitor numbers and will be vital when planning new off-road cycling centres. The Forest of Dean is the most ‘complete’ cycle hub within the South West, by offering the full range of facilities and cycling for all niches of the sport it is able to draw visitors from the furthest destinations. It still manages to do this despite having a relatively small local population. Survey site maps 5.21 A series of spider maps have been constructed using the postal location of survey respondents at five of the key sites Haldon Forest, the Forest of Dean, Moors Valley Country Park, the Quantocks and Ashton Court. Although the maps are not able to show the location of every visitor (staying visitor locations were too far away from the survey sites) the maps give a general overview of local user origins, showing cluster spots and areas where there is little potential supply of users. Please note that user origins are based on respondent’s residential location and not their place of stay during a visit away from home.

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6 CAMEO PROFILE OF WOODLAND CYCLING SURVEY POSTCODES

6.1 The table below sets out the diferent Cameo categories and the number (and percent) of people interviewed in these categories. It then indicates the base population in the post codes identified. The ‘Customers per 100,000’ column indicates the number of cyclists per 100,000 population within each category. This is then expressed as an index, where anything over 100 has proportionately more cyclists and under 100, less cyclists.

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Cameo profile of woodland cycling survey postcodes

Category Description Your % Total Base % Customers per Index Customers 100,000 1A - Opulent Couples & Singles In Executive City & Suburban Areas 0 0 1218 0.05 0 0 1B - Wealthy Singles In Small City Flats & Suburban Terraces 7 1.09 3111 0.14 225.01 783 1C - Urban Living Professional Singles & Couples 0 0 4334 0.19 0 0 1D - Wealthy & Educated Singles In Student Areas 1 0.16 5714 0.26 17.5 60 2A - Opulent Older & Retired Households In Spacious Rural Properties 7 1.09 23728 1.06 29.5 102 2B - Affluent Mature Families & Couples In Large Exclusive Detached 5 0.78 17155 0.77 29.15 101 Homes 2C - Affluent Mature Couples & Singles Some With School Age Children 15 2.34 51991 2.33 28.85 100 2D - Wealthy Suburban Professionals In Mixed Tenure 0 0 497 0.02 0 0 3A - Wealthy Older Families In Spacious Suburban & Rural Detached & 24 3.75 70510 3.16 34.04 118 3B - Young & Mature Couples & Families In Large Rural Dwellings 6 0.94 36995 1.66 16.22 56 3C - Well-Off Older Couples & Families In Large Detached & Semis 32 5 92466 4.15 34.61 120 3D - Wealthy Mixed Households Living In Rural Communities 42 6.56 154435 6.93 27.2 94 4A - Executive Households In Suburban Terraces & Semis 43 6.72 57032 2.56 75.4 262 4B - Professional Home Owners In Detached & Semi Suburbia 10 1.56 29909 1.34 33.43 116 4C - White Collar Home Owners In Outer Suburbs & Coastal Areas 9 1.41 26162 1.17 34.4 119 4D - Mature Owner Occupiers In Rural & Coastal Neighbourhoods 44 6.88 168087 7.54 26.18 91 4E - Couples & Families In Modern Rural & Suburban Developments 29 4.53 53489 2.4 54.22 188 4F - Mature Couples & Families In Mortgaged Detached & Semis 24 3.75 57040 2.56 42.08 146 5A - Singles, Couples & School Age Families In Mixed Housing 5 0.78 10383 0.47 48.16 167 5B - Young & Older Single Mortgagees & Renters In Terraces & Flats 22 3.44 24271 1.09 90.64 315 5C - Mature & Retired Singles In Areas Of Small Mixed Housing 14 2.19 60802 2.73 23.03 80 5D - Young & Older Households In Coastal, Rural & Suburban Areas 1 0.16 9145 0.41 10.93 38 5E - Mature Households In Scottish Industrial Suburbs & Rural 0 0 0 0 0 0 Communities 5F - Young & Older Households In Areas Of Mixed Tenure 2 0.31 30044 1.35 6.66 23 5G - Older Couples & Singles In Suburban Family Semis 11 1.72 59412 2.67 18.51 64 6A - Less Affluent Communities In Areas Of Mixed Tenure 4 0.63 16716 0.75 23.93 83 6B - Older & Mature Households In Suburban Semis & Terraces 20 3.13 54165 2.43 36.92 128

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6C - Mixed Households In Mostly Welsh Suburban Communities & Rural 0 0 161 0.01 0 0 6D - Couples & Families With School Age & Older Children In Spacious 17 2.66 82621 3.71 20.58 71 Semis 6E - Mature Households In Less Affluent Suburban & Rural Areas 40 6.25 113947 5.11 35.1 122 6F - Less Affluent Couples In Suburban Family Neighbourhoods 5 0.78 24954 1.12 20.04 69 6G - Young Single & Family Communities In Small Terraces & Rented 11 1.72 98005 4.4 11.22 39 Flats 7A - Single Mortgagees & Renters In Pre-School Family 31 4.84 76525 3.43 40.51 141 Neighbourhoods 7B - Singles & Families In Ethnically Mixed Inner City & Suburban Areas 0 0 144 0.01 0 0 7C - Young Flat Dwelling Singles & Couples In Inner City Student Areas 0 0 2359 0.11 0 0 7D - Young Singles, Couples & Students In Urban Areas 48 7.5 36145 1.62 132.8 462 7E - Young Singles In Privately Rented & Housing Association 5 0.78 4937 0.22 101.28 352 Properties 8A - Poorer Retired Households In Owned & Rented Accommodation 6 0.94 56135 2.52 10.69 37 8B - Older & Mature Households In Suburban Areas Of Mixed Tenure 9 1.41 58648 2.63 15.35 53 8C - Older Households With School Age Children In Towns & Suburbs 2.03 66729 2.99 19.48 67 13 8D - Poorer Young Singles In Suburban Family Areas 2 0.31 5653 0.25 35.38 123 8E - Mixed Mortgagees & Council Tenants In Outer Suburbs 9 1.41 58548 2.63 15.37 53 8F - Singles & Couples In Small Terraced Properties 11 1.72 48802 2.19 22.54 78 9A - Poorer Singles In Outer Suburban Family Neighbourhoods 9 1.41 82868 3.72 10.86 37 9B - Poorer Singles & Families In Mixed Tenure 12 1.88 74845 3.36 16.03 55 9C - Suburban Scottish Households In Small Terraces & Flats 0 0 0 0 0 0 9D - Ethnically Mixed Young Families & Singles In Terraced Housing 0 0 490 0.02 0 0 9E - Poorer Couples & School Age Families In Terraced & Semis 25 3.91 105706 4.74 23.65 82 9F - Flat Dwellers In Council & Housing Association Accommodation 0 0 20545 0.92 0 0 9G - Young & Older Households In Housing Association & Mortgaged 1 0.16 15946 0.72 6.27 21 Homes 10A - Hi-Rise Flat Dwellers In Cosmopolitan Areas Of Mixed Tenure 0 0 271 0.01 0 0 10B - Council Tenants & Mortgagees In Scottish Suburbia 0 0 0 0 0 0 10C - Poorer Mortgagees & Council Renters In Family Neighbourhoods 5 0.78 22147 0.99 22.58 78 10D - Singles & Single Parents In Suburban Hi-Rise Flats 0 0 243 0.01 0 0 10E - Mature Households In Small Terraces & Semis 1 0.16 21677 0.97 4.61 16 10F - Poorer Singles In Local Authority Family Neighbourhoods 0 0 14390 0.65 0 0

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10G - Single Renters In Mixed Age Hi-Rise Communities 1 0.16 7206 0.32 13.88 48 XXX - Communal Establishments In Mixed Neighbourhoods 2 0.31 9342 0.42 21.41 74 Total 640 100% 2228800 100%

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7 IDENTIFIED CYCLING LOCATIONS

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ID Cycling_Areas County Details Cycling Category No. of additional mentions 1 Harnham Woods, Forest of Avon Avon On way to Bath following River Avon. Single track, some MTB 0 good jumps 2 Ridgeway, Chilterns Buckinghamshire Easy MTB 0 3 Kernow Challenge, Cornwall Cornwall Killer Loop MTB 0 4 Carn Brea/Flat Lode trail Cornwall 7.5mile circular cycle trail Family 0 5 Cardinham Woods, nr Bodmin Cornwall FC site Moderate routes, gravel tracks, well maintained MTB & Family 0 6 Dunmere Woods, Bodmin Cornwall (recommended from a blog) highly regarded for MTB 0 challenging MTBiking 7 Bissoe Trail, nr Redruth Cornwall (recommended from a blog) downhill freeride, quarry MTB 0 jumps, old tram rails 8 Unity Woods, nr Portreath Cornwall (recommended from a blog) for MTB and BMX MTB 0 9 Pentewan Valley Trail (start point) Cornwall (recommended from a blog) 3 miles through oak Family 0 woodland 10 Idless Wood, nr Truro Cornwall (recommended from a blog) owned by Forestry MTB 0 Commission but cycling is permitted. Good jumps. 11 Bodmin Moor Cornwall Open moorland MTBiking MTB 0 12 Portreath Cornwall New extreme sports site, used for events. King of Dirt MTB 0 competition, one of the UK's leading jump comps 13 Camborne Cornwall 4 star MTB 0 14 Kings Wood, St Austell (Woodland Cornwall 59 hectares, nr lots of holiday parks so gets busy with MTB 0 Trust) cyclists. Good but cyclists perceived as nuisance - may be banned 15 Bishops & Hustyns Cornwall Small FC site only 100s of metres off the Camel Trail. MTB 0 Identified for potential recreational off-roading to draw people from Camel Trail. 16 Camel Trail Padstow-Camelford Cornwall Flat, great for families Family 0 (start point) 17 Woodbury Common Devon Easy- moderate, good family turn-out MTB 4 18 Holyford Woods, near Seaton Devon Moderate, not too busy MTB 0 19 East Hill area, East Devon Devon All abilities MTB 0 20 Harcombe Valley, nr Sidmouth Devon Difficult - steep MTB 0 21 Roncombe Valley, nr Sidmouth Devon Mix. Steep hills, quiet tracks. MTB 0 22 Haldon Forest Trail, Exeter Devon Mix. MTB & Family 8 23 Plym Valley Trail (start point) Devon Easy, west edge of Dartmoor. Follows railway tracks. Family 0 Partially wooded 24 Plym Valley Woods Devon V good tracks MTB 0 25 Cann Woods, just off Plym Valley Devon Quieter, quite hilly, can get v muddy MTB 1 26 Kings Wood, Buckfastleigh Devon Large wood, some challenging routes MTB 0 27 Hembury Woods & heathland Devon Interesting, v quiet, narrow tracks, unformalised so can MTB 0 get v boggy 28 Holne Woods, nr Newbridge Devon Route alongside River Dart, good tracks MTB 0 29 Hound Tor, Manaton Devon Marked up tracks - used to be done by Devon CC. Hilly, MTB 0

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steep descents, part of track goes up to Becky Falls. 30 Bellever Woods, nr Postbridge Devon Some tracks but some restrictions. Great cycling, good MTB 4 views 31 Finglebridge (Drewsteignton) Devon About 7/8 woods which are linked together eg MTB 0 Hannicombe, Whiddon, Drewston, Hore, Butterdon, Wooston, Hitchcombe, Cod. 32 Drewsteignton, Finglebridge and Devon 13 miles, mainly woodland tracks (Whiddon Woods, MTB 1 Castle Drogo Drewston Wood, Hannicombe Woods, Charles Wood) 33 BMX Track in Tiverton Devon Youngsters continually asking for places to ride MTB 0 34 Exeter Canal Path Devon Flat, great for families Family 0 35 Tarka Trail (Start point) Devon 30 mile off road family route between Braunton & Meeth. Family 0 Some wooded areas 36 Barnstaple - bridleways around area Devon MTB 0 37 Abbeyford Woods, Okehampton Devon Challenging, 3 mile marked route. Forestry commission MTB 0 38 Eggesford Forest, Eggesford Barton Devon Owned by Forestry Commission, extensive off-road MTB 0 marked cycle ways 39 Granite Way Devon Btwn Lydford 7 Okehampton along former railway line Family 2 40 Dartmoor Way Devon Way marked 90 mile route along lanes Mainly on road 0 41 Peter Tavy, North Dartmoor Devon Moorland based MTB 0 42 East of Burrator Reservoir-Nuns Devon 12 miles, difficult climbs good for full suspension, wooded MTB 0 Cross, Dartmoor tracks around Burrator Reservoir 43 Grimspound & Hound Tor Devon Wooded valleys, moorland MTB 0 44 North Bovey Devon Some wooded areas, moorland MTB 0 45 Princetown Devon National Park have laid granite dust path to prevent peat MTB 3 erosion. Cyclists think this is a great idea. Provides great cycling. 46 Lydford to Mary Tavy, Dartmoor Devon Generally open moorland MTB 0 47 Lustleigh, Dartmoor Devon Medium MTB 1 48 Stokeinteignhead Devon Medium, bridelways, little woodland MTB 0 49 Grand Western Canal, Tiverton Devon 11 mile section along the Western Canal. Easy. Family 0 50 Newnham Park, NE Plymouth Devon Private shooting ground, XC, DH and national XC races MTB 1 held here. 51 Stoke Woods, nr Cowley Bridge Devon Donwhill riding. Good for youngsters living in Exeter MTB 0 Exeter 52 Ashcombe Activity Centre nr Devon Training area for Smart coaching. Not sure there's much MTB 0 Teignmouth mtb to be done here 53 Bere Alston Devon Professional DH course due to be built for/by Woodlands MTB 0 Riders 54 Okehampton Devon Medium. 20 miles, undulating with a few steep hills, using Mainly on road 2 quiet lanes, starting Okehampton Fore Street 55 Great Plantation, nr Bovey Tracey Devon Small, FC owned and recently designated as a permitted MTB 0 off-road cycling area. May require some engineering to render them useable by children / family riders. 56 Morganhayes Covert Devon Between Seaton and Colyton. Mixed ownership including MTB 0

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FC. Potential all abilities. Good proximity to major coastal resorts of Sidmouth and Seaton. 57 Kilmington or Shute Hill Woods Devon Private ownership managed by UPM-TilHill Forestry- MTB 0 owners have previously expressed interest in acess grants etc 58 Blanchdown woodlands near Devon DH riding, steep, harder riding MTB 0 Gunnislake (w. Dartmoor) 59 Purbeck Hills Dorset Mixture of bridleways, tracks, some more challenging MTB 3 descents 60 Puddletown Forest, just east of Dorset Fire tracks & single tracks marked. Also heavily used by MTB 2 Dorchester walkers/horse riders 61 Heritage Cycle Route Dorset Upton Country Park -Poole quay, off-road, easy Family 0 62 Wareham Forest- The Sika Trail, Dorset Some technical riding but really suitable for all, 7 miles Family 2 Purbeck route 63 Mude Valley Greenway Dorset NCN route 2, through Mude Valley Nature Reserve - Family 0 work is being undertaken to extend the route northwards to the New Forest. 64 Bournemouth Loop Dorset 15km circular cycle, incorpates Hengistbury Head, mainly MTB 0 off-road, easy 65 Cerne Abbas Dorset Medium - hard MTB 0 66 Moors Valley Country Park, 10 miles Dorset Easy, 6 mile off-road loop Family 0 north of Bournemouth 67 Blandford Forum, North Dorset Dorset MTB Freeride Park, nr Blandford. Forest Enterprise site. MTB 0 Downs Area with jumps, DH trails etc 68 North Dorset Cycle Way Dorset 73 miles inc Dorset Downs and Cranbourne Chase. Mainly on road 0 Easy/Moderate. Some wooded sections. 69 Lulworth Cove -SW Coast Path Dorset Easy MTB 0 70 Brit Valley Trail Dorset 11 miles, fairly easy, open countryside, Beaminster Family 0 Downs 71 River Parrett Trail Dorset 50 miles from Chedington Dorset to Steart, Bristol Family 0 Channel. 72 Castleman Trail Dorset 16 miles. Ringwood to Upton Country park, poole, easy Family 2 73 Frome Valley Trail Dorset Project to encourage rural tourism - still in development. Family 0 Stage 1 Evershot to Dorchester, open countryside. 74 North Dorset Trailway Dorset Old railway line which links many of North Dorset's towns Family 0 & villages. Easy 75 Wessex Ridgeway Dorset Multi recreational trail, links to other routes eg SW Coast Family 0 Path, Stour Valley Way. 76 Rempstone Heath Ride, Purbeck Dorset Route from Norden to Studland & Shell Bay, 12 miles. MTB & Family 0 Fields, woodland, heathland. Moderate grading - states suitable for families with children over 10. 77 Canford Heath Dorset Large heathland, easy MTB 0 78 The Bourne Valley Greenway Dorset Incorporates Canford Heath - off-road 6.5km, marked Family 1 route

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79 Cranham South of Cheltenham Gloucestershire Medium - hard. Has been used for 4x races. MTB 0 80 Cleve Hill Gloucestershire Medium MTB 0 81 Dursley Woods, Cotswolds Gloucestershire Medium MTB 0 82 Forest of Dean Gloucestershire Stone tracks, long, leisurelyroutes - easy - flat, old MTB & Family 4 railway tracks 83 Windrush/Warden Ways, Cotswolds Gloucestershire Long, gentle tracks Family 0 84 Slad/Painswick/Golden Valleys, Gloucestershire Best of the harder level cycling opps within the Cotswolds MTB 0 Cotswolds 85 Cotswold Hills Gloucestershire Medium MTB 0 86 Fosse Way, Gloucestershire Gloucestershire Hard MTB 0 87 Winchcombe-Sudely Castle - Gloucestershire 16.8 miles, hilly, comprises mostly of country lanes, some Mainly on road 0 Cotswolds off-road sections 88 Bourton on the water - North Leach - Gloucestershire Northern Circuit - 14.5/Southern Circuit - 16.3 miles - Mainly on road 0 Cotswolds easy, villages and country lanes 89 Tetbury - Malmsbury Gloucestershire 35 miles, circular route, easy and varied route Mainly on road 0 90 Cotswolds Water Park and surrounds Gloucestershire 26.7 miles, easy, picturesque route, off-road at the water Mainly on road 0 park and a few other sections 91 Chipping Campden/Moreton in the Gloucestershire Circular ride, 30 miles, woodlands and country lanes Mainly on road 0 Marsh, Cotswolds 92 North Nibley, Nibley Gloucestershire Well worn, good tracks, large enough for heavy useage MTB 0 93 Gloucester & Sharpness Canal Gloucestershire Flat, recereational route Family 0 94 Winchester Hampshire MTB 0 95 New Forest Hampshire Gd for families, little technical stuff MTB 0 96 Meon Valley Hampshire 10 miles Moderate level and rooty, partially wooded, MTB 0 marked-single track trails (one for novices, one for more experienced). Start at Queen Elizabeth Country Park. 97 Bredon Hill, Hereford & Worcester Herfefordshire Hard MTB 0 98 Tennyson Down, Isle of Wight Isle of Wight Great tracks, all mainly off-road MTB 0 99 Leigh Woods, part of Forest of Avon North Somerset Stone tracks, quiet, some easy but also more challenging MTB 3 routes 100 Ashton Court North Somerset Popular with mtb riders, a man-made trail designed MTB & Family 1 specifically for cyclists (similar to Haldon); 50 acre wood 101 Mortimer Forest, Ludlow Shropshire MTB 0 102 Long Mynd, Church Stretton Shropshire Medium MTB 1 103 Lan Fawr, Church Stoke Shropshire Shropshire Easy MTB 0 borders 104 Brightstone Forest, Isle of Wight sle of Wight Great, hilly cycling MTB 0 105 Luxborough-Brompton Regis, Somerset 14 miles, mostly fields and 2 short forest sections MTB 0 Exmoor (Chargot Wood), well-surfaced tracks 106 Liscombe-Tarr Steps, Exmoor Somerset 16 miles, well-surfaced track (not wooded) MTB 0 107 Horner- Alderman's Barrow, Exmoor Somerset 15 miles, steep climbs, skirts around woodland MTB 0 108 Dunster - Grabbist Hill, Exmoor Somerset 15 miles, wooded tracks between Dunster and Wotton MTB 1 Courtenay 109 Dunkery Beacon, Exmoor Somerset Easy MTB 0

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110 Brendon Hills, Minehead Somerset Easy - hard MTB 0 111 Minehead, Exmoor Somerset Hard MTB 0 112 Exmoor Somerset Mainly bridlepaths, some tricky bits MTB 4 113 Quantocks Somerset Variety of terrain, good for all abiliities, Smiths Combe MTB 4 especially good. 114 Hodder Combe Somerset V steep descent MTB 0 115 Quantocks Greenway Somerset Good bridleway but cyclists & walkers mix has caused MTB 0 problems 116 Burrington Combe, Mendips Somerset Good start point for all Mendip routes. MTB 2 117 Rowberrow Warren, nr Shipham Somerset Mix of heathland & woodland, some good descents. V MTB 1 large so doesn’t get busy 118 Blackdown Hills Somerset Some technical descents and tricky sections espec in MTB 1 bad weather conditions 119 Cheddar Gorge Somerset V steep hill climbs, competitions held here. Not suitable MTB 2 for beginners. 120 Cheddar Wood, nr Cheddar Somerset Superb for experienced mtn bikers, v steep, unmarked. MTB 1 Gets v muddy 121 Launcherley near Wells Somerset Unsure. Used by Smart Coaching for DH training MTB 0 122 Lynton, Exmoor Somerset Mix of woods, through Valley of Rocks, moorland MTB 0 123 Porlock Weir & County Gate Somerset Part of SW coast path. Through Culbone Woods MTB 0 124 Withypool, Exmoor Somerset Variety of terrain MTB 0 125 Hormer Wood, Exmoor Somerset V steep, all woodland, lots of tracks other than bridleways MTB 0 126 Selworthy Beacon Somerset Mix of moorland, woodland descent to Minehead MTB 0 127 Winsford, Exmoor Somerset Inlcudes good deal of woodland MTB 0 128 Wimball Reservoir, Exmoor Somerset Wooded area to the south of the reservoir (Hartford MTB 2 Bottom) 129 Monksilver & Brompton Ralph Somerset Eastern corner of Exmoor MTB 1 130 Quantocks Ridge Somerset Intro for novices, fairly open, good views MTB 0 131 Aisholt & the Southern Combes, Somerset Mix of woodland & more open heathland MTB 0 Quantocks 132 Cothelstone Hill, Quantocks Somerset Mix, includes some woodland MTB 0 133 Black Down & Mendips Somerset Medium MTB 0 134 Level Moors, Cheddar Somerset Hard MTB 0 135 Mendips Somerset 4 star MTB 2 136 Mendip Easy/Moderate Route Somerset 15km, wide surfaces, climbing to 200m, start and finish MTB 0 Axbridge Lay-by 137 Mendip Moderate/Difficult Route Somerset 19km a demanding ride, set trails and ecologically MTB 0 sensitive, start and finish at Charterhouse Centre 138 Mendip Difficult/Severe Route Somerset 58km for experienced, technical riders. Start and Finish MTB 0 at Lillypool café 139 Wells, the Mendip Plateau and Somerset 25 miles, long steep climb out of wells otherwise fairly flat MTB 3 Cheddar Gorge 140 Glastonbury and the Somerset Peat Somerset 15 miles mainly flat, country lanes Family 0 Moors

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141 Bridgewater-Burrow Bridge Circuit Somerset 15 miles, cycle tracks and country lanes, somerset moors Mainly on road 0 142 Polden Circuit Somerset 10 mile circuit of villages south of polden hills, small Mainly on road 0 section off-road 143 Westonzoyland Somerset Easy MTB 0 144 Churchill - High Action Centre Somerset Hard, DH, Freeride and North Shore. DH races held here MTB 0 145 The Colliers Way Radstock - Frome Somerset Part of Route 24 National Cyle Network. Disused railway Family 0 line and country lanes 146 Combe Sydenham, Taunton Somerset Private estate, chargeable courses - paths for variety of MTB 0 levels 147 Holford-Weacombe, Exmoor Somerset 19 miles, high moorland quantock riding, well surfaced MTB 3 single track 148 Haddon Hill / Haddon Wood Somerset Medium MTB 0 149 Whits Wood Somerset Easy Family route starting from Nutcombe Bottom car MTB 0 park 150 North Hill and Holnicote Estate Somerset Various routes within the Holnicote Estate (20 sq miles) MTB 0 between Minehead and Porlock. Specific wooded sections inc Wootton Common and Tivington Common and Selwor 151 Timberscombe-Croydon Hill Somerset 14 miles, quiet lanes and extensive forest tracks (Hur MTB 1 Wood, Whits Wood) 152 Asham Wood & East Mendip Quarry Somerset Between Frome and Shepton Mallet off A361. Permissive MTB 0 bridlepath and numerous trails. 153 Cranmore Tower and Woods Somerset Near to Shepton Mallet. Small area with bridle network MTB 0 154 North Somerset Coal Fields Somerset Near to Radstock. Informal trails esp Camerton batch MTB 0 and tyning batch. Including a downhill course. Host for Cyclo Cross event – agreement with local landowner. 155 Lower Hazel Trail, nr Alveston South Glouceste Off A38. Good play areas, jumps, slalom MTB 0 156 Hergest Ridge, Hay-on-Wye Wales Medium MTB 0 157 Afan Argoeyd, up valley from Port Wales Hard. Specialist bike centres at Afan and Glyncorrg with MTB 0 Talbot parking, café,bike shops, bike wash 158 Wentwood forest (nr Newport) Wales Medium. Parking. MTB 0 159 Brecon Beacons - the Taff Trail Wales Good routes, some more challenging than others MTB 0 160 Cwmcarn, Afan Wales Popular with Bristol based mtb riders - note only 40mins MTB 0 away 161 Cranborne Chase, Shaftesbury Wiltshire MTB 0 162 Deverill Downs Wiltshire Medium MTB 0 163 Salisbury Plain Wiltshire Gd long routes though flat until plain edges MTB 3 164 Savernake Forset, nr Marlborough Wiltshire Privately owned Forest with permission for cyclists, 4500 MTB 0 acres, easy family cycing. 165 Grovely Wood, nr wilton Wiltshire Quiet, moderate grade routes, worn tracks MTB 4 166 Longleat estate Wiltshire Edge of estate offers great cycling. Primitive tracks, MTB 1 unmarked. 167 Whitsbury Downs Wiltshire MTB 0 168 Avebury Wiltshire MTB 0

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169 The Great Ridge, Warminster Wiltshire Easy Family 0 170 Rough Hill, Wiltshire Hard MTB 0 171 Stonehenge Wiltshire Hard MTB 0 172 Vale of Pewsey, Marlborough Wiltshire Medium/Hard MTB 0 173 Westbury White Horse Wiltshire Easy, Medium MTB 1 174 Salisbury Wiltshire's Ancient Tracks Wiltshire Hard MTB 0 175 Box Hill Wood, nr Chippenham Wiltshire Unauthorised, good play area, steep hills, MTB 0 176 Marlborough Downs Wiltshire Easy MTB 0 177 White Sheet Hill, Westbury Wiltshire Easy MTB 0 178 South of Broadway Worcestershire Medium MTB 0 179 Malvern Hills Classic, Malvern Worcestershire Classic MTB 1

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8 HUBS

8.1 This section provides maps and detail anbout the identified cycling hubs. Note that because the Moors Valley was identified as a hub relatively late in the study process it is not included in this section of the Appendix. However, there is Moors Valley case study information available in Section 11 of this Appendix. Dartmoor General Description 8.2 Despite being a much larger area than Exmoor, there are fewer mountain biking options on Dartmoor as the bridleway network is more fragmented and there are large swathes of grassy moorland in the centre where there are simply no tracks. In spite of this Dartmoor offers a large range of mountain biking environments – from moorland and open rugged areas through to green river valleys. Overall however, Dartmoor is a very popular South West destination for biking. 8.3 Consultations have indicated that most of the mountain biking takes place around the edges of the moor and much in locations closer to both the larger centres of population and access gateways into the moor. The area is recognised as attractive for mountain bikers and there are several specific publications identifying suitable off road routes e.g. Dartmoor for Off-Road Cyclists (Dartmoor National Park Authority). 8.4 Cyclists’ options on Dartmoor include bridleways, byways, RUPP’s (roads used as public paths) and unclassified country roads. 8.5 Dartmoor’s moorland forms the heart of the National Park covering 50% of the total area (approximately 46,000ha) and woodland covers around 10%. Of the total woodland area approximately 27% is registered as semi-natural woodland. Five of Dartmoor’s oakwoods are National Nature Reserves (Yarner Woods, Bovey Valley Woodlands, Dendles Woods, Wistmands Wood and Black Tor Copse). Woods at Yarner, Bovey Valley and Dart Valley are also SSSI’s. There are also a number of major conifer plantations across Dartmoor. Whilst the National Park Management Plan notes that the Forestry Commission is gradually diversifying and restructuring these plantations through the implementation of long term, multi purpose Forest Design Plan, the opportunities these areas provide for recreation is also highlighted. Type of Cycling 8.6 Dartmoor provides opportunities for mountain biking for a range of audiences. The Granite Way between Lydford and Okehampton is an 11 mile route which is part of the National Cycle Network (27). The track is off road for 6 miles and follows an old railway line. As such it is particularly suitable for families. There are also other (limited) options for families across the moor, but many other mountain biking opportunities across Dartmoor do require more experienced cyclists. Many of the bridleways are steep and the climate also means that conditions (and as a result the landscape) become more challenging. Proximity to a Population Centre 8.7 Dartmoor is located within relatively easy reach of Exeter (urban area population 111,076 (2001) and Plymouth (population of 245,783) and other larger settlements such as Newton Abbot (population 29,699), Torquay (population 112,249) and Okehampton are located within close proximity. The largest settlements on the moor are Princetown, Tavistock and Moretonhampstead. Other key towns on the edge of the moor include Bovey Tracey, Chagford, South Brent, Yelverton and Buckfastleigh. 8.8 The catchment population within 30 minutes drive time is 605,497 and 1,139,615 within 1 hour which, in comparison with Exmoor, is very high. It should be noted that

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there are a large number of households within these catchments which do not have access to private transport. Opportunities to access the moor for mountain biking are therefore limited for a fairly large proportion of the population. Initiatives such as the Dartmoor Freewheeler (see later) can help address this issue. Access 8.9 Dartmoor is very accessible by car from both the north and south sides. The A30 skirts the northern side of the moor and the A38 the southern side; the M5 provides easy access to the A30 and A38 from the north of the region and both the A38 and A30 provide access from Cornwall. 8.10 There are no railway stations on the moor – the nearest ones are Plymouth, Newton Abbot and Exeter. Bus services to the moor do exist and are increased during the busier summer months however, in general, most consultations have indicated that mountain bike visits use private transport to access the moor. The one exception is the Dartmoor Freewheeler – a free bus service offering transportation of bikers and their bikes – see estimated section for more details. Focal Points 8.11 The hub map indicates a number of car parks across Dartmoor. There are also a number of information points, most at/or close to key attractions. There are 14 Village Information Points across Dartmoor - these are points whereby it is possible to find out information about the Park. These are located within existing facilities e.g. village shop, petrol station or other suitable business. 8.12 Villages with facilities are mainly located to the peripheries of the moor though Widecombe, Princetown and Postbridge are obvious exceptions. The hub map identifies a number of public houses across the moor. Estimated Usage 8.13 Consultations with Dartmoor National Park have indicated that mountain bike use of the moor may have levelled off over the last few years though this statement could not be backed up as no specific data has been collected. It was indicated that projects over recent years have identified particular niche market locations e.g. the Granite Way between Meldon and Okehampton for families and Haldon Forest Park for both families and those seeking a more freeriding based challenge. In this respect Dartmoor is considered to provide the option for those seeking a longer day ride. 8.14 The mountain bike map which has been produced by the Park Authority has sold well. In its first year of production (approximately 4 years ago) 2,000 copies of the map were sold. Sales have now levelled off - last year 400 copies were sold. In contrast 1,400 copies of the walking map were sold (almost 3 times) although as a ratio potential walkers: cyclists (3:1) this is still higher than any other visitor data may indicate. In addition the cost of the map - £8.95 is considered relatively high and enough to discern that those purchasing the map are clearly intending to use it (rather than picking up a leaflet on the off chance it may be used). 8.15 Another cycling initiative that has been introduced in Dartmoor is the Freewheeler bus. This is a free bike bus service being offered by the National Park Authority on Sundays from Easter until October. This service enables cyclists to travel by minibus, with their bike on an attached trailer (max 12 bikes), up onto Dartmoor, so that they can enjoy a mainly downhill ride home. The Dartmoor Freewheeler operates on four routes which are run on a rota basis:-Saltram to Princetown, Newton Abbot to Mardon Down and Plymouth to Okehampton. 8.16 2006 is the second year of service for the Freewheeler service and take-up is already significantly higher than in the first year of operation – overall the bus was 30% full in its first year. Increased marketing and recommendations by word of mouth are considered to account for the higher numbers this year.

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8.17 The Dartmoor Management Plan notes that three quarters of day visitors to Dartmoor visit the National Park once a month or more during the summer months with the scenery and landscape the most important reasons cited for visiting. 8.18 A day visitor survey was also conducted last year which will indicate purpose of visit by visitors. This survey was conducted across all National Parks and should be useful in both identifying number of visits per mountain biking and for comparing data in Exmoor, Dartmoor and the New Forest. Constraints 8.19 The fragmented nature of the bridleway network is clearly a potential constraint in terms of expanding the usage of the area by mountain bikers. The National Park Authority noted that they are aware of a number of locations through which permissive paths would open up new areas and increase opportunities for longer distances of off- road cycling. The Park Authority are actively in discussion with private landowners to open these areas however progress has been slow – the Authority were not willing to reveal which locations they are keen to open up. 8.20 There are no obvious capacity issues at any sites within the Park. Historically (5/6 years ago) the National Park reported that there were some issues with land on the periphery of the moor near Plym Woods however this has now being resolved. The production of maps with authorised off-road cycling opportunities is thought to have addressed these potential problems. Economic Impact 8.21 As noted, there are a number of car parks within the National Park though few are payable and therefore there are limited opportunities to assess potential usage via this mechanism. There are also a number of villages which offer refreshment opportunities, particularly, Princetown, Postbridge, and Moretonhampstead. Opportunities for Growing Economic Impact 8.22 Visitor numbers within Dartmoor have been increasing since the early 1980’s with greater all round year use of the Park. Over the last 10 years there has also been an increase in greater participation rates in active recreation – the Park Management Plan specifically notes that rates of cycling have increased. In acceptance of this growing demand for outdoor recreation opportunities, the Management Plan notes the need to provide information more widely. 8.23 The Plan notes that some sports and recreational pursuits, including cycling, are entirely appropriate in a National Park. It also notes that careful and sensitive management of these activities is needed to ensure that environmental, agricultural, community and other recreational activities are not compromised. 8.24 Some locations were identified during consultations as offering potential scope to provide more formalised/structured opportunities for mountain biking. The network of woods close to Castle Drogo, Drewsteignton consists of about 7/8 woods which are linked together e.g. Hannicombe, Whiddon, Drewston, Hore, Butterdon, Wooston and Hitchcombe. Within these woods it is reported that there are a few existing tracks but that the area would benefit from being opened up more to make room for both cyclists and walkers. A further location cited as offering opportunities over and above those explored at present is Great Plantation, Bovey Tracey.

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Haldon General Description 8.25 In comparison with the many other cycling hubs Haldon Forest is one of the smallest, self contained sites. Its trail network is also contained entirely within Forestry Commission woodland on a 3500 acre site. The forest park boasts over 25km of official trails which are set aside for cycling, walking, running and equestrian activities. The centre has been open for public use since April 2006 but has had long term status as a popular cycle spot with local enthusiast bikers. The forest also features many hidden trails in addition to those formally crafted as part of the recreational park. The Haldon Forest Park has been made possible from an award of £760,000 by Active England lottery distribution, managed by Sport England. Haldon also plays host to a local

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mountain bike race series ‘Blazin’ Saddles’ which ran throughout the summer of 2006. Using new and existing unofficial trails it ensures the racing can operate without disturbing the busy flow of recreational riders who congregate on the hill during weekends. The new facilities and increased promotion at Haldon have significantly increased the visitor numbers. Type of Cycling 8.26 Haldon Forest Park has a network of cycle trails pitched to all levels of ability. There is a family and adventure trail, both of which are aimed at general cyclists and less experienced riders. The trail surface is smooth stone chippings and remains fairly flat throughout its loop through the forest. The adventure trail is intended to be a step up from the family trail encompassing a narrow, singletrack trail following a more challenging route. 8.27 The enthusiast mountain bikers are catered for by the 7 mile red run accompanied by a 1 mile black run. The red run consists of technically challenging single-track trails of man-made construction using natural elements such as roots and rocks. The black run is the centre piece to the mountain bike trails with a set of north shore obstacles flowing from one to another in what is a very demanding course. It is understood that the black run is under utilised at present as the skill levels required exceed that of many riders. The Free Ride Area is a highly technical free-ride course consisting of jumps, kickers and tight berms. This course is under constant development by a local cycle club operating in partnership with the Forestry Commission. Proximity to a Population Centre 8.28 Haldon Forest Park is located five miles south-west of Exeter easily accessible from the A38 at the junction for Exeter Racecourse. The Haldon woodland area is close to the south-east corner of Dartmoor. Exeter provides the majority of regular users of the Forest Park. Within a ten mile radius are the smaller but still significant settlements of Newton Abbot, Kingsteignton, Teignmouth, Exmouth, and Dawlish which are also likely to provide a source of regular visitors to the bike trails. The more enthusiast mountain bikers are likely to come from further a field to visit the specialist routes. Places such as Plymouth, Torbay, Paignton, Tiverton, Sidmouth and Honiton all provide less frequent visitors. Access 8.29 Access to the Haldon Forest Park is predominantly by car, with large parking facilities and lack of public transport. However the recently improved cycle/low traffic route to the Forest Park may encourage more sustainable access, although Haldon Hill acts as a physical barrier preventing cycle access by all but a few of the nearby villages and the fit and dedicated enthusiasts. Exeter has a number of links to the Sustrans National Cycle Network. The A38 Cycle Route is part of the NCN and this passes within 1 mile of the main car park at Haldon Forest Park. 8.30 Those traveling to Haldon by car will predominantly arrive via the A38. Visitors from the north will approach on the A30 and then via the A38, visitors from the east and west will also use the A38. It is possible for those from Exeter to use country lanes to reach Haldon Forest, but unless people come from the west edge of the city they will also use the A38 due to ease and rapidity. Because the Forest park entrance is only a few hundred metres from the A38 junction it is one of the most accessible mountain bike facilities in the region. Focal Points 8.31 The Forest Park car park is the focal point for most activities, with a Centre for Contemporary Art and the Natural World, toilet and shower facilities with a children’s play area and a food and drink vendor offering refreshments on weekends. The main car park is pay and display and is situated at the start of all the cycle trails. In addition there is a large parking area at the Little Chef service station, which is used by local

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cyclists or when the main car park is full. The South-West Peninsula Forestry Commission office is also located at Haldon Forest. 8.32 The Forest Park has been promoted through leaflets and PR work aimed at general and enthusiast riders. The freeride facilities have been reviewed in Mountain Biking UK (June 2006) magazine with a six page article promoting and demonstrating what Haldon has to offer to enthusiasts riders. Estimated Usage 8.33 The numbers of cyclists enjoying the trails at Haldon has increased significantly since the opening of the specific cycle routes. It was estimated that there were approximately 20,000 day visits by 3,000 visitors to Haldon Forest prior to development, most of which were not cyclists. Estimates suggest that there will be about 50,000 visits in the year following completion of which 65% will be cyclists and that the target of 250,000 visitors by the end of year three will be met or exceeded. A full visitor assessment is planned to take place one year after establishing the centre facilities. Constraints 8.34 Providing dedicated cycle tracks has gone a long way to alleviate possible conflicts between bikers, walkers and horse riders which are each catered for with their own designated routes. The majority of Haldon Forest was designated a SSSI in 1992 as a nationally important site for breeding populations of birds of prey as wells as rich communities of invertebrates particularly butterflies. This limits the network of cycling trails to one side of the forest. Some local riders have indicated that although the standard of mountain biking is excellent there may be sustainability issues regarding degradation of the cross-country route which in parts has already experienced significant erosion. In order to manage an increasing capacity strategy (trebling or even quadrupling of visitor numbers) substantial maintenance and possibly extension of the existing trail network will be necessary to house a more intense use of the facilities. Economic Impact 8.35 The current facilities encompass a pay and display car park which will be the main source of revenue supporting the cycle trails. The current tariff is £1 for up to 4 hours and £2 thereafter. There are rangers on site as well part time employment in the mobile catering located at the Forest Park at weekends and in the school holidays. The nearby village of Kennford is on the A38 NCN cycle route and has a large bike shop and pub/catering facilities visible from the A38. 8.36 Further economic impact analysis can be found in the main body of the report. This concluded that there are currently 6.6 FTE jobs supported of which 2.5 are at the Forest Park. Opportunities for Growing Economic Impact 8.37 The current setup and success for attracting visitors ensures there is now a supply of customers providing opportunities for increasing the economic prosperity for the Haldon Forest Park. Provision of a token operated bike wash has been successful at other bike specific sites and may be a low maintenance money maker to support upkeep of the current facilities. There is certainly scope for some permanent refreshment services such as a café especially if the Forest Park meets its visitor targets. It is felt that the pay and display park fee is lower than similar attractions which charge for parking (such as the MB Wales sites). There may be potential to raise the toll to boost income levels. If and when the site develops a more comprehensive set of trails it may be possible to produce an all-in-one trail map for a small fee.

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Woodbury General Description 8.38 Referred to widely as Woodbury Common the area encompasses seven ‘commons’ within 2,800 acres, all of which are open to public access as granted by the 21st Baron Clinton in 1931. Colaton Raleigh Common, Bicton Common, East Budleigh Common, Hawkerland, Harpford Common, Aylesbeare Common and of course Woodbury Common form a contiguous area of heathland upon which walkers, cyclists and horse- riders can enjoy the natural environment . Although there are roads dissecting the Common in places, motor vehicles are not permitted. Woodbury Common is part of the East Devon Area of Outstanding Natural Beauty. 8.39 The commons are owned by Clinton Devon Estates and include over ten miles of permissive paths in addition to public rights of way. Mountain bikers use the Common as an expansive area open to exploring. Mountain biking takes place all over the Common area with a matrix of tracks forming convoluted routes which criss-cross one another in an effort to make best use of the area. Type of Cycling 8.40 Woodbury’s gentle rolling topography and mix of heath and wooded trails provides potential for recreational, family and experienced mountain biking to take place. In reality this does not happen. Woodbury, although liberal with its permissive trails has little or no focus for cycling. There is a lack of direction here which, on one hand allows riders to make the best use of the tracks by traversing an extensive array of trails and on the other hand there is little provision for the less experienced riders and families. During August is Heath Week when there are a number of led rides for children and families. 8.41 Woodbury can be accessed from Exmouth using the converted railway path which is now a part of the National Cycle Network and is popular with recreational riders. The lack of waymarked circular route on Woodbury Common may deter families/less experienced riders. For these reasons the mountain bikers at Woodbury tend to be enthusiast riders with knowledge of the tracks and routes available. Proximity to a Population Centre 8.42 Woodbury Common’s connection to nearby populations encapsulates Exeter, Honiton, Exmouth, Sidmouth and Budleigh Salterton, which are all within 20km. The River Exe forms a natural barrier for access from the west, but if inclined to travel further, Dawlish, Newton Abbot, Teignmouth and Torquay are not far away. The drive time analysis revealed Woodbury to be within a half hours drive of just over 200,000 people. The figure for nearby Haldon Forest is 300,000 which illustrates the effect that the River Exe has on Woodbury’s accessibility. Despite this, Woodbury’s accessibility is far greater than a number of the other cycle hubs at both the 30 minute and one hour level. Access 8.43 Woodbury is approximately 9km from junction 30 of the M5 which provides access from the east and also the south west via the A38. There are also good connections from the north using the A377 which may bring people from Crediton (approximately 30km away). The A30 running west to east over the top of Dartmoor and down into Exeter is a rapid route but does not link to any major population centre. West of the Exe and south of the M5 (e.g. Teignmouth) there are two main options. If visiting by car, riders would need to drive up and cross the Exe on the M5 and then take the A376 and B3179 to Woodbury. For the enthusiastic there is a seasonal foot-passenger ferry from Starcross (on the west bank) to Exmouth from which it is a 7km cycle up to Woodbury Common. There is a bus service to Woodbury but unfortunately this is passenger only.

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Focal Points 8.44 There are approximately ten car parks on Woodbury Common, located in a dense cluster on the north-west side on Colaton Raleigh, Bicton and Woodbury Commons. Woodbury Castle is the main focal point for visitors. It is the remains of a prehistoric hill fort dated around 500-300 BC, now designated as a scheduled ancient monument. Woodbury village has a pub and news agents. Clinton Devon Estates produce a number of leaflets detailing walking on Woodbury Common which are available at tourist information centres. Estimated Usage 8.45 While Woodbury is popular with local enthusiasts, there are fewer family group users. In addition it is not promoted as a cycling location which may explain why it has relatively little use. 8.46 East Devon AONB has collated some basic survey data taken at Woodbury Castle. For 2004 and 2005 it pitched estimated usage at approximately 4000 cycle visits per year, with peaks during the summer months especially August which exceeded 500 visits. These are the raw figures collected so do not help to estimate total usage. The counter was positioned at the castle site, which is pedestrian access only. The study found pedestrian use to be around the 40,000 people per year mark. Cycling accounts for such a small proportion of Woodbury’s visitors at present and therefore is nowhere near reaching potential capacity. 8.47 The Clinton Devon Estates website does very little to promote the ‘Commons’ as an area for quality outdoor recreation, however, walkers seem to be more aware of the area than mountain bikers. It may be that the permissive nature of the paths and tracks on the Common is confusing to cyclists who are not sure of the right of way. Military use of the Common may put off some users. Constraints 8.48 The Woodbury Common forms the East Devon Pebbled Heath, which is designated as a Site of Special Scientific Interest and in addition as a Special Area for Conservation, these are areas that have been given special protection under the European Union’s Habitats Directive. On top of this it also has a Special Protection Area, which protects sites under the EU directive for conservation of wild birds. The Pebbled Heath is the largest block of lowland heath in Devon and supports a wide range of birds and invertebrates. Although the Pebbled Heath is protected it is understood that in some areas the geology lends itself to cycling. Economic Impact 8.49 At present there are no facilities on Woodbury Common other than free-to-use public car parks. Those passing through Woodbury Common on a country ride may spend time in Woodbury, probably at the Maltster’s Arms pub. Exmouth is popular with day visitors and has lots to offer in the way of cafes, pubs, restaurants, and small visitor attractions like crazy golf, water sports and beach activities. Opportunities for Growing Economic Impact 8.50 Consultation with the East Devon AONB suggested that Woodbury has potential for improving access information, particularly through the Trust established, in order to improve management of the different user groups. Visitor counters have been used in the past but it is not known if cycling participation is currently increasing. The Commons may benefit from for some formalised promotion. A good way to begin this would be to produce some cycle route maps, update websites and possibly invite mountain biking and recreational magazines to the Commons to experience the trails and possibly write a review. As the survey of 2004-05 suggests the Commons attract a large number of people but only a small number of these are cyclists. If Woodbury can attract more cycle custom there may be potential in the future to develop some

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facilities which will bring in revenue to cover the costs of maintaining any infrastructure, such as way-marked routes, information boards or promotional material. Potential facilities could include a bike hire, which may bring tourists away from Exmouth, and mobile refreshments vendors during peak times. 8.51 Further growth in activity may take place using some of the adjacent areas, such as Harpford Common, East Hill and Bulverton Hill.

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Exmoor General Description 8.52 There is a general consensus of opinion that Exmoor offers a great variety of mountain biking landscapes – wooded hills and green valleys right through to remote moorland accessible by a good network of public rights of ways. There is less consensus as to the type of cyclists the area primarily appeals to. Some publications identify that the area has less to offer in terms of extreme technical biking however others note that there are extensive areas of testing singletrack and tough descents. Research and consultation has however identified a variety of graded routes which means it is probably fair to say that the area appeals to a cross-section of mountain bikers. Overall the area is popular with bikers from a large geographical area though is thought to be fairly seasonal as the moor becomes very boggy in the winter. 8.53 Exmoor is one of the smaller National parks (267sqm miles). About a quarter (19,000 hectares) of Exmoor National Park is open uncultivated moor and heath lying between 305 m (1000 ft) and 519 m (1700 ft) above sea level. Dunkery Beacon is the highest point on Exmoor at 519m (1704ft). 8.54 There are also 8,000 hectares of woodland (12.2% of the National Park area) including 2,200 ha of ancient semi-natural upland Oakland A number of coniferous plantations are also located within the Park. 8.55 One of the main advantages the area offers for mountain biking is the good standard of rights of way within the Park. There are more than 1,000 km of rights of way on Exmoor, 48% of which are bridleways. Other rights of way accessible by cyclists include byways and restricted byways (previously RUPP’s - Roads used as Public Paths). Type of Cycling 8.56 As noted above, Exmoor offers a variety of biking experiences as a result of a range of landscapes. Publications and articles highlighting routes within the area rave about the type of cycling within Exmoor – in the words of one, “square mile for square mile Exmoor is surely the best National Park in Britain for mountain biking – can anywhere else boast such a quantity, quality and variety of trails?” The Exmoor Explorer, a popular annual mountain bike event, is a respected and growing event. 8.57 Despite the fact that other publications are less forthcoming about the areas applicability for extreme downhillers (one states that if you are looking for the ‘Oh my God’ factor, Exmoor is not the place to visit) research has uncovered enough routes suitable for experienced/novice and family riders to determine that the Park is more than suitable for all abilities. 8.58 Two areas within the park have been highlighted by the National Park as under particular pressure – Dunkery Beacon and Tarr Steps. The National Park has requested that these areas are not advocated for cycling despite the presence of bridleways. They are both seen as ‘honeypot’ destinations within the park, in particular with walkers and potential conflict between users is deemed to be high in these locations due simply to high visitor numbers. Proximity to a Population Centre 8.59 Exmoor National Park is located to the north of the southwest region and is popular with day visitors from the larger settlements of Bristol (urban area population 558,566 (2001), Exeter (population of 111,076 and 30 miles away) and Taunton (20 miles with a population of 63,535). Other larger towns within relatively close proximity include Barnstaple, Ilfracombe, Minehead and South Molton. Exmoor itself is relatively sparsely populated – its principal villages being Porlock, Dulverton and Lynton. Nearly half of Exmoor’s population is concentrated in these rural centres.

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8.60 The population catchment within 30 minutes drive time of Exmoor is 113,746 and over 600,000 within 1 hours drive. It should be noted however that 20% of the households within these catchment areas do not have access to private transport and as such their opportunities to access cycling areas is limited. 8.61 Most visitors (77% in 1994) however stayed for longer than a day travelling from across the south of England and the Midlands. Landscape quality and recreational activities are two of the key reasons that visitors travel to Exmoor. Access 8.62 The M3, M4 and M5 bring most of Exmoor’s visitors to the region with the M5 providing easy access for cyclists in the South West’s larger settlements – Bristol, Exeter and Taunton. From Taunton the Park is accessible via the A358/A39 and from Tiverton and Minehead the A396 provides the main access. The main roads crossing Exmoor are the A396 and the A39; a number of smaller ‘B’ roads provide access between villages in the Park. 8.63 There are no public railways within the site but the Great Western mainline lies to the south, the Exeter-Barnstaple ‘Tarka line’ lies to the west and the West Somerset railway (Bishops Lynhead – Minehead) is sited to the east. This latter route has stations within Exmoor e.g. Watchet and Dunster but does not operate year round. Bus services operate throughout the Park and many services are improved for the summer season. Consultations have however indicated that few mountain bike users access the area by public transport. Focal Points 8.64 In common with many relatively remote rural areas, a number of facilities within local villages have closed. Travel to larger towns on the periphery of Exmoor has caused a loss of trade to many of the smaller shops and in some villages it is only tourism trade which maintains some shops and pubs. As a result there are relatively few villages offering many year round facilities across Exmoor though there is a much increased range of summer facilities e.g. tearooms, cafes, mobile refreshment vans. 8.65 Villages offering a range of shops include Lynton, Exford, Wheddon Cross, Kingsbridge, Periton, Porlock and Dulverton. A number of public houses are also located across the moor. 8.66 Exmoor National Park Authority has an agreement with a number of proprietors of village shops and tourism outlets to provide basic information about their immediate location and services offered by the Authority. This enables visitors to obtain basic information and literature while purchasing provisions or using post office facilities during their stay in the National Park. These shops and outlets are located in hamlets and villages throughout Exmoor where other services are limited and are often the centre of village life and a lifeline to many. These stores are located in Withypool, Parracombe, Brompton Regis, Wootton Courtenay, Wheddon Cross, Winsford, Allerford, Challacombe, Barbrook, Simonsbath, Molland and Exford. 8.67 The National Park Authority operates a number of car parks across Exmoor. These are located in Allerford, Blackmoor Gate, Bossington, Brendon, County Gate, Exford, Haddon Hill, Hormer, Holdstone Down, North Hill Burgandy Combe, North Hill Moor Wood, Marsh Bridge, Muxworthy Ridge, Porlock Common, Quarme Hill, Raleigh’s Cross, Robbers Bridge, Simonsbath, Tarr Steps, Trentishoe, West Anstey Common, Valley of Rocks and Yenworthy. A number of these locations also offer toilet facilities and a picnic site. Estimated Use 8.68 A national survey in 2005 indicated that Exmoor receives fewer visitors than any other National Park in England and that, in comparison with other UK National Parks,

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Exmoor’s development of activity holidays based on walking, riding, cycling, mountain biking, canoeing and sailing is slow. 8.69 Visitor surveys within Exmoor National Park (1994 is the most recent) identified that 3% of visits were to cycle/ride though it is likely this figure has increased in line with national trends. Constraints 8.70 Whilst a number of independent and public organisations own land on Exmoor, approximately three quarters of Exmoor is in private ownership. The National Trust owns 10%, the National Park Authority 7% and the Forestry Commission and Crown Estates own much woodland. A number of the water companies own land around the reservoirs. 8.71 The largest private landowner is the Badgworthy Land Company which represents hunting interests. Whilst there are some large estates, most of the private land is comprised of smaller properties. 8.72 Exmoor National Park’s view of mountain biking is that whilst cycling is encouraged in preference to motoring, the growing sport of mountain biking does pose potential problems. In a recreation paper (Filex 10) it is noted that speed and over-use of bridleways by cyclists adds to the erosion of rights of way while a conflict of interest can arise between insensitive bikers and the riders of horses that are easily frightened. One specific site where conflict between bikers and other users has been an issue is Dunkery beacon. This popular site has a network of bridleways which cross each other, potentially creating hazardous situations. Economic Impact 8.73 There have not been any counters installed to determine the number of mountain bikers within the area. Given the lack of car parking charges it is not possible to assess of the car parks. 8.74 There are a number of publications which feature opportunities for Exmoor biking – these range from maps to books. This is clearly a sign that the area is popular for biking however, no figures for sales of these publications are available. 8.75 A more recent visitor survey has been undertaken but results are not yet available. Opportunities for Growing Economic Impact 8.76 Whilst the area does feature in mountain biking route suggestions and is clearly popular with some bikers, there is a feeling that there are still many bikers who do not know about the area. Overall the area could definitely accommodate more cyclists and better marketing of the area, possibly with a clearer focal point, could be the way forward for the area. 8.77 There are large areas of coniferous forest e.g. Croyden Hill, south of Dunster where further promotion of cycling may be possible. A further possibility centres upon Combe Sydenham, a private estate on the east of Exmoor which is used for downhill events. A feasibility study conducted on the site a couple of years ago identified that it would be a highly suitable location for a downhill centre. Whilst this was a popular proposal both in terms of market demand and the National Park – a formal mountain biking centre fits well with their strategic plans for the area, initial investment costs proved prohibitive from the landowners side. The concept remains popular and, should investment be available, is likely to be a feasible and practical economic option. 8.78 The National Park is keen to develop Cylex (Cycle Exmoor) which covers many different issues relating to cycling. It includes the production of a graded map of bridleways (similar to that produced by Dartmoor) which can be used by mountain bikers. It is hoped that this will help provide a more consolidated approach to routes

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within the area – whilst there are some leaflets produced, the overall approach can be considered a little fragmented at present.

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Quantocks General Description 8.80 The Quantocks cover a relatively small area (in comparison with Exmoor and Dartmoor) approximately 16km by 8km. Within this area there is however a high density of bridleways: of the 130km of rights of way within the open access area of the AONB, 80% are tracks which can be used for cycling (bridleways & Restricted Byways- previously known as RUPPs). As such, the combination of a plethora of tracks, interesting topography and a large area of Forestry Commission woodland on the east side of the ridge, have ensured that the area is a popular and highly regarded area for mountain biking. 8.81 Just over 11% of the Quantocks are designated as Ancient Woodland – the sixth highest percentage of all AONB’s in England and Wales. Ash-hazel woodlands are found on the lower lying areas of the AONB whereas oak woodlands are more common on the steep sided combes. Mixed woodland dominates a large area of the central uplands at Great Wood. The major Forest Commission plantation on the eastern side of the AONB includes Ranscombe, Seven Wells and Great Wood. Type of Cycling 8.82 The area is very popular with experienced mountain bikers though the main feature of the landscape – the 11km ridge track which is wide and stonebased almost along its entire length – would be ‘bikeable’ by less experienced riders. At Great Wood (owned by Somerset County Council but leased to the Forestry Commission) land has been developed (on an unauthorised basis) for downhill trails and some small scale northshore use by mountain bikers. In the main therefore the majority of users are those with some experience - either independent or club riders. Proximity to a Population Centre 8.83 The Quantocks are located to the north of the region, following a narrow, curving ridge and running north west from the Vale of Taunton Deane to the Bristol Channel. The area is a popular recreational area with heavy demand from the towns on its fringe – Taunton is sited 2 miles to the south (urban area population of 63,535 (2001)) and Bridgwater (population of 42,450) approximately 7 miles to the east. In addition, the popularity of the area as a mountain biking destination results in an increasing number of users travelling from Bristol (population 558,566), Bath (population 94,042) and other localities further afield. 8.84 The catchment population within 30 minutes of the Quantocks is 138,121 (2001) and 634,425 within 60 minutes. Almost 20% of households within these catchments groups have no access to private transport and therefore, without public transport initiatives to access mountain biking locations, a significant group of potential users may be prevented from using the area. 8.85 Tourism plays a significant role within the local economy based on guest houses and farm accommodation although the last visitor survey did highlight that the majority of visitors to the Quantocks are day visitors. Access 8.86 Access to the Quantocks by mountain bike users is reported to be most frequent by car. From Taunton access is along the A358 and from Bridgwater on the A39. Junctions 24 and 25 of the M5 both provide access to the Quantocks. A private railway – the West Somerset Railway is located close to the Quantocks but there are no stations directly within the AONB area. In general the majority of heavy recreational use of the area takes place on sites not accessible by public transport. A Sustrans route runs close to the NW of the area, between Minehead and Watchet/Williton

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theoretically enabling bikers from the Minehead vicinity to access the northern area of hills. Focal Points 8.87 The Quantocks comprise a large number of villages though none are particularly large settlements. The AONB Visitor Centre is based at Fyne Court in Broomfield to the south of the Quantocks but the actual AONB Service Base is in Nether Stowey on the edge of the Hills, just off the A39. 8.88 There are 15 official and 3 unofficial car parks within the AONB. Only Kilve Pill is a payable car park but this is considered to have very little use by mountain bikers. Approximately 5 villages offer facilities with toilets, refreshments and parking. In addition there are a number of pubs serving food across the area. The spine track across the Quantocks ridge is accessible from car parks at Staple Plain, Holford, Crowcombe Park Gate, Triscombe Stone and Lydeard Hill. Within Forestry Commission land there are a variety of car parks, some with toilet blocks and also a number of BBQ areas. 8.89 Whilst the area is very popular with mountain bikers, there has been little formal promotion of the area as a mountain biking venue. The AONB service have produced some route maps but otherwise the area and in particular its dense concentration of bridleways has been self-promoting. Many mountain biking magazines, publications and websites highlight the area and have benefited the perception of the area for biking. Estimated Usage 8.90 As identified previously the area is indeed popular with riders and is the focus of publications and articles highlighting usage of the area for biking. There have however been no formal counters placed within the area and in the view of the AONB team there are not actually many key ‘pinch points’ in which to place them. The 2003 Visitor Survey was the last comprehensive survey within the area but it is acknowledged that this may well have missed considerable number of cyclists. It should however provide a taste of levels within the area (to be added). Constraints 8.91 There have previously been perception problems with regards to the level of biking within the area, mainly in respect of the speed at which bikers are assumed to travel and the potential conflicts which this may have with footpath users. Overall however it appears that this problem has been overly inflated and the AONB have dealt with it by organising committees and openly discussing the issue. A code of conduct has also been developed for riders. In general the main concerns within the area relate to 4x4 users and scramblers and in comparison, mountain biking is not viewed as a problematic issue. 8.92 There are few existing capacity issues – the bridleways are well maintained and exist in abundance. There are also additional tracks which are suitable for cycling but which are not authorised. There appear to be a variety of car parks and a number of locations whereby refreshments are available. Economic Impact 8.93 As noted, there are a number of car parks within the AONB though none of those used by mountain bikers charge. There are also a number of villages which offer refreshment opportunities. These can be mapped and where appropriate have been highlighted in various publications which identify biking routes within the area e.g. mbr, South West Mountain Biking etc. The nearest bike shops are in Cannington, Bridgwater and Taunton.

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Opportunities for Growing Economic Impact 8.94 The framework for a good mountain biking location is already in place within the Quantocks – good bridleway network, concentration of routes, available access points and refreshment opportunities. There may be scope for more formalised access points which combine other facilities – refreshments, toilets, and bike wash etc or for more targeted marketing highlighting the Quantocks as a biking destination e.g. a specific Quantocks publication comprising route maps and all other info re: facilities. 8.95 The Forestry Commission land at Great Wood is a key asset and whilst an important recreational area in general, it also offers particular scope for development of a more formalised biking destination. The fact that it takes some pressure off the sensitive SSSI area of the Quantocks AONB area and appeals to the same groups using the Quantocks, makes it an interesting proposition. Similarly the feasibility study for a downhill centre at Combe Sydenham is also very interesting. 8.96 Overall however the area appears to be coping well with its increasing popularity – there are few identified capacity issues and the key elements of a successful biking location are in place.

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Mendips General Description 8.97 The Mendips are one of the most popular areas within the South West for mountain biking, home to such high profile events as the Cheddar Challenge and Clic 24. The Mendips comprise a long limestone ridge stretching east from Weston-super-Mare to beyond Shepton Mallet with Cheddar Gorge as its most famous landmark. The area offers a great variety of terrain – steep craggy slops, a distinctive escarpment and a gently undulating plateau. The most popular areas for cycling within the Mendips are Rowberrow Warren – a forestry area which has around 25km of rocky woodland trail and Black Down (the highest point on the Mendips) which has steep hillsides with comprehensive singletrack. 8.98 Key habitats within the Mendips include ash-maple woodlands such as those found at Cheddar Wood, Rose Wood and Rodney Stoke and limestone grassland and heath such as that found at Crook Peak, Shute Shelve and Dolebury Warren. Only 10% of the Mendips AONB is woodland with almost half of this sited on the north and south facing slopes of the hills. The Forestry Commission have conifer plantations at Rowberrow, Stock Hill and East Harptree although land at these sites is only leased. 8.99 The bridleway network across the Mendips as a whole is described as fairly fragmented although some places have concentrations of bridleways and are more popular for biking e.g. Rowberrow. Access within the woodlands is limited for cyclists – they are restricted to limited bridleways or are welcome on a permit system only e.g. Stock Hill. There are also easy access trails in two of the Forestry Commission plantations and one in Netherwood, Charterhouse. 8.100 The High Action Centre at Churchill is a private enterprise based on the edge of the Mendip AONB area. The site offers a number of mountain biking routes through the 230 acre site, in woodland, grassland and throughout the quarry. There is also a northshore area although at present this is closed. The site offers car parking and refreshments facilities but there is a charge to cycle on the site. Northshore memberships may be offered in the near future. Type of Cycling 8.101 The area is very popular with experienced mountain bikers though the varied terrain does mean that there are routes suitable both for the less and more experienced riders. In the main however the less formalised nature of the cycling network does mean that the majority of users are those with some experience rather than those seeking a more ‘family friendly ride’. 8.102 Mountain bikers on the Mendip Hills can choose a route according to their level of skill. All of the legally accessible routes around Burrington Combe have been graded from easy to severe on a trail guide produced by the AONB service. It is hoped that this grading system will help mountain bikers protect the environment. 8.103 The routes were graded by local mountain bikers and are shown on a map. Routes are green for easy, blue for moderate, red for difficult and black for severe in line with nationally recognised systems. The project was an innovative partnership between the Mendip Hills AONB Service, Aardvark Endeavours, Bike Style of Clevedon and Broadway House, the organisers of the Cheddar Challenge. It was reported that each partner contributed to the project in the hope that the area can be protected for mountain bike users in the future. Proximity to a Population Centre 8.104 The Mendips are conveniently located for several large urban centres. Bristol (urban areas population 558,566 (2001) is less than 20km away, Bath (population 94,042) only slightly more and Weston-super-Mare (population 89,536) is sited at the north

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western edge of the ridge. The largest settlements within the Mendips are Cheddar and Wells on the southern side of the Hills. 8.105 The catchment population within 30 minutes drivetime is 283,580 and 1,562,515 within 1 hours drive, clearly far enough to include the large urban settlements within the north of the region. Almost 20% of the households within these catchment areas have no access to private transport however and as such access opportunities to Mendips mountain biking locations are restricted. 8.106 Tourism plays a part in the local economy though the area is primarily popular with day visitors. Key attractions offering visitor facilities include Cheddar Gorge, Chew Valley Lake and Burrington Combe. The less formal and more remote sites which are still popular with visitors include Deer Leap, Blackdown and Charterhouse. Wells is also much visited. Access 8.107 The Mendips are easily accessed via Junction 23 on the M5 which cuts through the north western side of the Mendips. The A368, A39 and A371 roads bound the AONB and other key roads such as the A361 provide access to the areas largest towns – Frome, Wells, Glastonbury, Street and Shepton Mallet. Within the locality only Frome has a station so access into the main mountain biking area around the Mendips is limited by rail. 8.108 Consultations have indicated that the majority of mountain bikers using the area access sites via private transport. Whilst access is possible via bus, our research has not revealed any particular cycle friendly bus initiatives similar to those which have been developed in Dartmoor. National Route 3 (West Country Way)runs from Bristol down through Wells, Glastonbury, Bridgwater and Taunton on its way to Devon and Cornwall, passing through the AONB area. Focal Points 8.109 As noted above, Wells and Cheddar are settlements on the boundaries of the Mendip AONB area which provide a range of facilities. Other key sites within the area include Black Down – the highest point on the Mendips and Stockhill Forest. Parking for Black Down is available at the top of Burrington Combe and designated car parking areas are available around the Forestry Plantation at Stockhill Forest. 8.110 Villages within the locality include Priddy, East Harptree and Shipham. The area is sparsely populated and there are relatively few refreshment facilities. Estimated Usage 8.111 Whilst the area is clearly heavily used, in particular the area around Blackdown and Rowberrow, it has not been possible to ascertain any figures. Counters were installed in 20 locations across the Mendips two months ago and ultimately these will provide records of mountain biking. Constraints 8.112 Black Down and Rowberrow Warren form part of Burrington Combe and provide superb mountain biking opportunities with steep descents and twisting single track but as more and more mountain bikers are using these environmentally sensitive areas the problems are becoming worse. Thin soils are being eroded and some cyclists are not sticking to the legal routes. 8.113 There is a view that if specific locations are offered for cycling within a particular locality, there will be less damage to those areas which are environmentally sensitive/unauthorised.

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Economic Impact 8.114 The AONB have installed 20 counters in a variety of locations over 2 months ago - these will pick up on mountain bike use. Initial results will be available over the next few months. 8.115 There is also an opportunity to ascertain the value of mountain biking to the High Action centre in Sanford Woods. Opportunities for Growing Economic Impact 8.116 The area clearly has the scope to provide a variety of mountain biking terrain in an accessible location. At present the problem with the area appears to be a fragmented bridleway network and consequential pressures on areas with the network in place. A larger network and more scope to target particular type of users to particular localities may ease pressures. Overall environmental pressures and carrying capacity are the key issues. 8.117 The AONB contact advised that there was a need to offer an option for each of the mtb groups – family, serious downhill, general singletrack. East Harptree woods have potential to provide the more hardcore enthusiast with trails and Stockhill and Rowberrow meeting the needs of the family and general adventure cyclist. 8.118 Rowberrow Warren is leased at present which limits the biking to bridleways. It has been suggested that if funds were sourced, the estate may sell the freehold. Stockhill and East Harptree are limited in their size and this, combined with the lack of staffing resources means that they are likely to remain low priority within the district recreation strategy.

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Ashton Court General Description 8.119 The Ashton Court Estate is Bristol’s primary historic open space, allowing local people to retreat from the city without having to travel to the countryside. The site covers 850 acres of woodlands and grasslands and is managed within the Forest of Avon, a much larger area covering Bristol, and parts of North Somerset, Bath & North East Somerset and South Gloucestershire. Despite a considerable network of tracks within Ashton Court the Avon Timberland Trail is a waymarked off-road mountain bike trail that offers safe and quiet off roading in the heart of Bristol city. The trail is funded by Timberland UK and Durnford Quarry (within the Ashton Court Estate), with maintenance being carried out by Ashton Court Estate, Forest of Avon, Forestry Commission and the Bristol Trails group. In addition to Ashton Court, Leigh Woods, which is adjacent, is a very popular cycling spot. It is jointly owned and managed by the Forestry Commission and The National Trust. Riders cycling in this area are likely to use both the Ashton Court and Leigh Woods trails. There are some waymarked stone surfaced routes through the woods but there also exists a network of permissive unofficial trials frequented by enthusiast riders. Because of its location Ashton Court is popular throughout the week as workers can ride to the trails in the evenings. The flat topography and poor drainage do however mean that the trails remain muddy most of the year. Type of Cycling 8.120 The Timberland Trail is designed for inexperienced riders to enjoy rough terrain which is not too technical. There is an additional section through 50-acre woods for more advanced riders. The surfaced trails at Leigh Woods make for good family riding. Leigh Woods appear to be the more popular location for enthusiast riders with the unofficial trials providing more of a challenge. Proximity to a Population Centre 8.121 Ashton Court Estate resides on the western edge of the City of Bristol, near to the Avon Gorge and only a few miles from the city centre. With a population of 370,500 people in the Bristol authority area Ashton Court falls on the doorstep or within easy reach of many people. By car, approximately 763,000 people are within a half hour drive. Within easy reach are a number of smaller commuter towns to the west of Bristol, such as Nailsea, Clevedon, Portishead and Avonmouth but with so many other minor settlements dotted around the Bristol fringe Ashton Court is in no short supply of potential mountain bikers. Access 8.122 Ashton Court is very accessible. From the M5 there are two main options, visitors from the south will come off at junction 19 and take the A369 straight to the Estate. Alternatively the A4 ‘Portway’ exiting the M5 at junction 18 will bring visitors along the bottom of the Gorge to access via the B3128 near Long Ashton. The simplest way is to drive or cycle over the Clifton Suspension bridge and through the Clifton Lodge entrance which is where the Timberland Trail begins. Many visitors can access Ashton Court on foot and cycle through many of the openings and gates. Focal Points 8.123 Within the estate the visitor centre is based at the historic mansion and provides information on the estate, multi-media visitor guide, public toilets and a cafe. As a focal point it provides leaflets for all of the trails and activities going on within Ashton court. In addition to this the golf kiosk has a café and toilets which are used by mountain bikers, specifically Bristol Mountain bike club who meet here for all Ashton Court rides. Parking for cyclists is fairly informal; the most popular spot is near to

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the golf course at the Clifton Lodge entrance. The city centre and Clifton area has a number of mountain bike specific bike shops attracting bikes and bikers within short distance of the Ashton Court trails. The Timberland Trail has featured in the magazine Mountain Biking UK in the “Trail of the Year” series of articles for 2005. Estimated Usage 8.124 With a massive supply side it is no surprise that Ashton Court is a popular site. Cycling conditions can quickly become muddy and slippery which contributes to a more intensive use in summer, where conditions are more favourable to the recreational cyclist. Consultation with Forest of Avon’s local project manager revealed numbers be around 1000 per month at their lowest to a peak of 4000 during summer and school holiday periods. The trail lacks open and fast sections but this is a price necessary to pay in order to pack a longer ride into a smaller area. The trail came about due to longstanding informal mountain biking causing conflict with other users. Formalising the arrangements at Ashton Court has increased its level of cycle use but as a small site with a wide variety of users there is unlikely to be a great deal of potential for furthering current levels. The estate regularly hosts major events and festivals which attract thousands of people. Constraints 8.125 The estate is very popular with pedestrians and as a major venue for outdoor events, thus they have a number of competing activities. Although mountain biking is unlikely to interfere with other events and in theory it could develop further, it is a minor part of the estate. The estate is currently in the process of implementing other larger scale economic developments and do not see mountain biking as a priority. 8.126 The area is actually very popular with many different user groups, some of which have conflicting needs. It is the district policy not to allow northshore type structures within these woodlands. The Forestry Commission are keen to do a feasibility study for a centre at Leigh Woods and with the Forest of Avon are keen to extend the single track network. Economic Impact 8.127 In 2000, the Estate received around 800,000 visitors and 1.5 million if including those from event attendance. With the growing success of the events held at Ashton Court (such as the International Balloon Festival) and the introduction of music festivals and other minor events like the Bristol Bike fest, it is safe to assume visitor numbers have probably risen further. Many events bring in money through the numerous trade stands that operate and for certain events there is revenue form ticket sales (e.g The Ashton Court Music Festival). On a normal day the Visitor Centre and Mansion will bring revenue from the café and shop. The golf course has around 70,000 visitors per year and the café makes money from walkers and bikers too. Parking is free on a day to day basis, but during events the large grassy areas are opened up to create expansive parking with a fee of £5 per car. Opportunities for Growing Economic Impact 8.128 Since its inception a few years ago the Bristol Bike Fest has grown in stature and is regarded as one of the UK’s leading mountain bike events. The format consists of team and solo endurance racing in a relay format (for teams) over 12 hours. Accompanying the racing is an event village with live music, food and a broad selection of commercial mountain bike stands. The success of the Bike Fest will no doubt raise the profile of Ashton Court as a mountain bike destination and also help attract people to use the facilities throughout the year. In its current state there are no bike specific facilities at Ashton Court. It is difficult to say whether additional facilities would benefit the economy for the estate as at present there is only a couple of hours of riding on offer. The golf café is very bike friendly but may need to promote itself to new visitors whom may not be aware of its presence.

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Blandford Forest General Description 8.129 Blandford Forest is a small woodland site. Due to its steep topography it first developed as an informal spot for downhill trails. The site has emerged as a high octane downhill location with four race ready courses. 8.130 The site is maintained and ridden by the MTB-Freeride club who have a written agreement with the Forestry Commission to use the land specifically for mountain biking. The designated site at Okeford Hill offers a number of manmade downhill trails. In addition there is an extensive network of footpaths and bridleways for public use in adjacent areas. The trails have proved to be successful and have helped to attract over one hundred members to the club. The site is open only to club members – these members fund some of the building materials and the cluibs affiliation to IMBA. They also hold uplift days on a regular basis, organise their own events and allow the site to be used for other events, all of which have a charge to cover costs, during which, anyone can come and use the trails or compete in the events. Type of Cycling 8.131 Blandford has developed through a group of like-minded friends building trials by hand to suit their style of riding. The Dorset area itself does not feature much if any trials for down-hilling, which goes some way to explaining how the Blandford site originated. As a result, the riding experience is steep and fast with technical terrain. There are some north shore obstacles at the top of the hill, berms and jumps in some sections. 8.132 Overall, Blandford caters for a niche group of riders who are able to tailor the site to their wants and needs. This side of mountain biking is becoming increasingly popular, (for example north shore and freeride is being constructed at other less specialist sites) and also requires expensive customised mountain bikes and safety equipment. The extreme nature of the sport and its participants has meant that there have been a number of accidents. This is the main reason for restricting access to club members only, who have insurance cover through the IMBA. Proximity to a Population Centre 8.133 Although referred to as Blandford the MTB-Freeride site is at Okeford Hill near to the village of Okeford Fitzpaine, just off of the A357, half way between Blandford Forum and Sturminster Newton. The club membership is thought to draw riders from the surrounding area up to one hours drive away. The one hour drive time analysis extends to the nearby settlements of Poole, Bournemouth, Weymouth, Shaftesbury and Gillingham. Further a field the one hour analysis encapsulates Salisbury to the north east, Warminster and Shepton Mallet to the north, Yeovil to the north west and Dorchester and Bridport to the west. 8.134 There are thought to be approximately 887,955 people within one hours drive and 72,393 living within 30 minutes. Because the site caters for enthusiasts there is a greater potential for attracting people from further away. The population analysis highlights the significance of the nearby coastal cities, however, the club are unlikely to want the designated site to develop for recreational, family and less experienced off-road use, but the surrounding woodlands could provide a more extensive range of opportunities. Access 8.135 Access to the site is a mixture or driving by car, or cycling for those who live locally. There is a Dorset County Council car park at the top of Okeford Hill which holds near to 15 cars plus a lay-by for another 6 cars. People travelling from the coast will

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come through Blandford Forum on the A350 and then take the A357.The main route from the east is the A354 from Salisbury. If coming form the north there are a couple of options, these include the A357 form the north west and A350 from the north. South west of Blandford Forum is the A354 which will bring riders from Dorchester and Bridport. 8.136 The Okeford Hill site has an excellent link into the Sustrans National Cycle Network, with a link route going through the site itself with regional route 41 skirting around the surrounding villages and finishing in Blandford Forum where it meets the National Cycle Route (no. 25). In addition, the national route 25 continues from Shillingstone and heads north where you have a choice to continue towards Gillingham, take a regional route to Shaftesbury or east, looping back south to Blandford Forum. Focal Points 8.137 The site has little formal development and as a private project there are no facilities other than the small car park owned by Dorset Country Council. As a result the main focal point is on the trails where members meet on a regular basis not only to ride but to maintain and improve the trails. This is where discussion and ideas for the trails can take place. Riders bring their own tools, kit and refreshments as there is no provision on site. As previously mentioned the network of bridleways is open for public use, so there is an element of traffic in the form of other cyclists, walkers and horse riders. 8.138 The club operate a fairly large website which helps to publicise the club and the work they have been doing at Okeford Hill. A number of mountain bike websites have featured articles about the site to promote its presence, these include: Singletrack World, Bike Magic and Dirt Magazine. On top of this there is a link with the local bike shop Torico, who have held demo and test ride days at the Okeford site to promote the shop, club and bikes. Estimated Usage 8.139 The club has in excess of 100 members and on a weekend there may be around 50 riders at the site at any one time with greater numbers attending uplift days and events. As the club expands it will develop a larger membership and the number of people using the site will increase. Although it is not known, it can be assumed that there are a number of people using the site illegally (non-members) who are either riding the bridleway network and come across the downhill trails or people who are aware of the set-up and have come specifically to ride the trails but are not club members. 8.140 Undoubtedly, Blandford is a popular site that is becoming well known for the quality of downhill trails, however, the member only rules about riding there will ensure that rider numbers will remain fairly low. At present and in the near future the site is not likely to exceed its carrying capacity. Constraints 8.141 As a private site, hosting a small group of riders there is little in the way of constraints to prevent the club and trails from operating at its current level. The success of the site and enthusiasm of the club is already starting to show through, with ideas in the pipeline for steady expansion of the trails and facilities. There is currently an issue with parking at the site. The car park is ideally located at the top of the hill near to the trials, however, it often overflows especially on busy uplift days with many people verge parking. This prevents unrelated pedestrian users from parking. The Forestry Commission have been working closely with the club are considering at some point adding an additional car park in the woodland area to alleviate the current congestion and give the site more capacity for the less frequent but more disruptive event days. The capacity to safely accommodate a greater

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number of visitors may in turn pave the way for larger and more numerous event days. 8.142 In the future there may be a conflict of interests over the building of trails / destruction of the vegetation and forest floor - there have been comments from other mountain bikers visiting the site that they are damaging the environment by digging the soil and removing vegetation. In response to this the club have indicated that all construction is taking place with approval from the Forestry Commission and all tree felling has been carried out by Forestry Commission staff. Most of these comments have been aimed specifically at the most recent trail (constructed in May 2006) ‘X-up’ which was crafted using a JCB digger and spans several metres in width. Others consider that environmental damage is limited by the fact that the woodland is a Beech plantation with no ground flora. 8.143 The club have a good relationship with the farmer who owns the field at the bottom of the hill. It is necessary for the club to use the field as a natural end point for the downhill runs and as a base for uplift days and events. In addition, this is the only access route for the uplift vehicles to transport riders and their bikes back up to the top of the hill. Operation of the site relies on the farmer giving permissive use of his land, particularly with reference to the uplift route back to the top. At present the farmer sees this as a chance to make a little money but it could be an obstacle if the site wanted to progress into a managed business. The club have aspirations for extension of the trials and possible development of on-site facilities such as a club house, refreshments, permanent uplift facility and bike wash. 8.144 The Forestry Commission have few quibbles with the current set-up but are concerned that at some point there may be a need for planning permission. They are currently running within the 28 day rule which prevents them from having to apply for a change of use. 8.145 The member only setup of the club is necessary for the purposes of safety and insurance of the riders but in the long term this will restrict the growth of the site. Only by opening the site for public use could they attain the high visitor numbers needed to support a franchise of facilities and generate significant self sustaining revenue. Economic Impact 8.146 At the moment the main beneficiary in financial terms is the farmer who earns money form the club for use of his land during events and for the uplift he provides with his tractor and trailer. Due to the lack of facilities and small number of users (compared to carrying capacity) there are little economic opportunities for developing revenue to put back into the site. Most of the money from the membership fees is used to pay the annual fee to use the designated site.. The local bike shop’s link with the club could stimulate a reasonable source of business, selling parts and repairs to club members and also bikes through the test days held at the Okeford Hill site. The club events may bring some revenue to the club but this depends on the costs offset by providing facilities such as toilets, entertainments and catering. Opportunities for Growing Economic Impact 8.147 Despite several constraints, the site has a number of promising opportunities. The Forestry Commission are on-side and a good relationship has been built between both parties. The Forestry Commission have recently footed the costs for some health and safety signs and way-markers to go into the forest and are keen to see the site develop with careful control and responsibility. The site is within reach of a reasonably large population; however, the vast majority are between half an hour and one hour away from the site. There is a potential to progress to a set-up not dissimilar to that of the High Action Centre in Churchill, Somerset. This is an activity centre with a freeride mountain bike park. Anyone can use the site on certain days

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for a fixed fee (£10 per day was charged at High Action). The High Action Centre experienced enormous success and popularity with the riders but issues of safety and litigation led its closure. The Forestry Commission operate a number of other sites with technical and potentially dangerous trails (such as Haldon Forest Park) and could be in a good position to manage / advise operations if and when they arise. The quality of the trails and topography could make for a good race series, which would bring promotion and revenue to the club. Such events typically attract clubs, teams and riders from all over the south west.

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Purbeck General Description 8.148 The Isle of Purbeck is located in the south eastern corner of Dorset and comprises of only 60 square miles which is almost completely surrounded by coastline. Despite the relative inaccessibility of the area due to this high level of coastline, the area is sited close to large concentrations of population and good road networks. These factors, combined with the fact that the landscape provides a challenging biking environment, ensure that the area is very popular with mountain bikers. 8.149 The ridge which provides the ‘backbone’ of Purbeck, the heathland, woodland and the large number of bridleways mean that the area is well endowed with important components for attractive mountain biking routes. The Council has also taken a proactive stance to the provision of both off road and on road cycling trails which has increased the general status of cycling within the district. The main off road cycling routes which have been created within the area are the Forestry Commission Sika Trail at Wareham Forest and the Rempstone Ride through the Forestry Commission’s Rempstone Forest.. 8.150 The Isle of Purbeck comprises a very attractive environment, parts of which have been designated as AONB, SSSI’s and Heritage Coast. The geological structure of the area is internationally recognised – the Jurassic Coast and other well known landmarks such as Durdle Door and Lulworth Cove also lie within Purbeck’s coastline. The majority of the coast around Purbeck is designated as a World Heritage Site. 8.151 The environment around the coast provides a very open landscape with a lack of tree cover whereas the valley pastures inland are characterised by river channels and edging trees and copses. Only 4% of Purbeck is urban land. The ridge of Purbeck Hills separates the undulating open heathlands to the north from the irregular field patterns to the south. The Countryside Agency’s ‘Character Map of England’ identified 2 character areas within Purbeck: Dorset heaths (to the north of the Isle) and South Purbeck. 8.152 As a result of the high level of environmental designations in Purbeck, conservation organisations such as the National Trust, English Nature, RSPB and Dorset Wildlife Trust also own and manage a relatively high proportion of land – the National Trust for instance own 8% of the district. Type of Cycling 8.153 As identified above, the Council, in partnership with landowners and other organisations, have supported the development of off road cycle trails within the district. The Sika Trail is a 7 mile trail around Wareham Forest which links with another short trail (the Northport Greenway) to provide off road access from Wareham to Wareham Forest. The Sika Trail follows gravel tracked routes through the forest and heath. It is generally flat and can be categorised as a family route. Wareham Forest is managed by the Forestry Commission. 8.154 The Rempstone Ride is aimed at slightly more experienced riders though older children are likely to be able to use the route. The ride covers 12 miles from Norden to Studland and Shell Bay and covers a varying landscape – fields, woods and heathland. Rempstone Forest (over which much of the ride passes) is located to the north east of the Purbeck. 8.155 Consultations revealed that other popular areas within the district include Wytch Heath, Newton Heath and Godlingston Heath. These are all former heaths which are now under FC plantation and are known collectively as Rempstone Forest. It is also possible to cycle some parts of the South West Coast path. The good

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bridleway network, especially around the north of the Isle, make it relatively easy to plan circular rides integrating the heathlands and hills – in the words of one route guide ‘the Isle of Purbeck is a little gem for mountain bikers’. Whilst much of the riding can be described as non-technical, the fact that many of the bridleways cover steep hills and tracks mean that overall the area caters for a wide market, from families to experienced riders. Proximity to a Population Centre 8.156 The Isle of Purbeck is sited close to one of the largest conurbations within the South West region – Bournemouth and Poole (urban area population 398,414 (2001). Whilst the geographical nature of the area means that access by road requires a slight backtrack inland, the Isle remains very accessible for a large population. Access by ferry from Poole Harbour is also possible. 8.157 Other larger settlements within the area include Blandford Forum (population approx.8,000), Dorchester (population 16,171) and Weymouth (population 58,176). Within Purbeck, Wareham and Swanage are the largest towns. 8.158 The catchment population within a 30 minute drive time is 116,343 and within 60 minutes increases to 645,912 (2001). In comparison with other hubs the households within these catchments have greater access to private transport however, a significant proportion of households still rely on public transport to access Purbeck. 8.159 The local economy benefits greatly from tourism and Weymouth, Swanage and Poole/Bournemouth are key visitor destinations. The Isle of Purbeck attracts many tourists with Monkey World, Lulworth Cove, Durdle Door, Shell Bay, Corfe Castle and Swanage Railway proving significant attractions. Access 8.160 The main road access into the area is from the A35 and then either by the A352 from Dorchester, the A351 from Poole or the A353 from Weymouth. There is a relatively small network of B roads across the rest of the Isle though this is to be expected given the promontory nature of the area. Transport and traffic congestion are major issues in the summer months within Purbeck. 8.161 Consultations indicated that whilst some mountain bikers do access Purbeck by public transport, the majority of access to the area continues to be by car. This ties in with local statistics which indicate that over 85% journeys into Purbeck and 76% of journeys within Purbeck are by car. 8.162 It is possible to access Purbeck by rail – there are stations in Moreton, Wool, Wareham and Holton heath offering regular services to Poole, London, Dorchester and Weymouth. The branch line from Swanage to Wareham is no longer open however though Swanage Railway has re-opened the route to Norden which is served by local bus services. The aim is to reconnect Wareham with Norden, Corfe Castle and Swanage. 8.163 Access by ferry is also possible – either by foot, car, bus or bicycle. The ferry links Sandbanks in Poole with Studland and in addition there are a number of seasonal boat services linking Swanage with Brownsea Island, Bournemouth and the Isle of Wight and Poole Quay with Wareham though these are not suitable for people with bicycles. 8.164 Part of the Sustrans national cycle route passes through Purbeck and links Dorchester with Wareham and Shell Bay. The County Council is planning to link this to Norden (location of a Park and Ride facility).

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Focal Points 8.165 The relatively small size of the district and its popularity with visitors means that the area is fairly well provided for in terms of parking facilities and refreshment opportunities. 8.166 There are at least 25 car parks across the district and whilst there are some clusters around tourist honeypots e.g Studland and Lulworth overall there is a good spread across the heathlands and coastline. 8.167 There are a high number of isolated tearooms etc across the area which meet demand primarily from seasonal visitors however, in addition, the settlements of Wool, Wareham, Swanage, Corfe Castle, Lulworth, Bere Regis, Sandford and Upton provide a range of facilities. Bike hire is available in Wareham and Swanage. 8.168 There are also a number of campsites within the area with direct access onto trails and quieter roads. Estimated Usage 8.169 The Purbeck Heritage Management Strategy notes that cycling is one of the more popular activities within the district, contributing to the tourism activity in the area which contributes about £116 million annually to the local economy. Constraints 8.170 The Purbeck Management Plan notes that conflict between different recreational users is an issue within the area – mountain bike use on footpaths is noted. Economic Impact 8.171 No specific counters have been placed to assess mountain bike numbers within the area. Analysis undertaken in 1999 reviewed visitor numbers at some of Purbeck's key attractions – e.g. Monkey World, Lulworth Castle, Corfe Castle, Shell Bay and Lulworth Cove and estimated that tourism supports nearly 4,000 jobs within the area, supports a much wider range of shops and community facilities than the residential population could support alone and, contributes nearly £16 million to the local economy. 8.172 It is recognised that there has been an increase in participation within cycling and a 2000 household survey across Purbeck identified that cycling was undertaken by around a third of households and that local residents have an above average level of participation in outdoor leisure activities. In Wareham the survey identified that 43% of residents cycle regularly – in Swanage this figure dropped to 28%. Opportunities for Growing Economic Impact 8.173 There are a wide variety of mountain bike trails within Purbeck and as such there is no specific hub for biking activity. Development of trails has been supported by the local authority and other organisations and promotional literature is fairly well circulated, at least at the local level. 8.174 There is probably more scope for mountain biking within the area however the large number of visitor numbers may restrict opportunities for more development of facilities in terms of pressure on landscape and transport networks. Given the easy access between Bournemouth and Poole and Purbeck by ferry, it may be possible to publicise opportunities to access Purbeck’s biking trails using public transport. 8.175 Further support by local organisations and encouragement for the distribution of more promotional literature relating to Purbeck trails within the Bournemouth Poole conurbation should be maintained.

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Forest of Dean Overview 8.176 The Forest of Dean has many gravel stone tracks for cycling although large parts of the 35 square mile forest is restricted for walking only. The Forest of Dean has very few bridleways. Cycling is on a permissive basis along a network of stone tracks and unrestricted within relatively small areas near to the centrally located Pedalabikeaway Cycle Centre. 8.177 The Centre has a host of facilities that have expanded over time and now include a bike hire and bike repair centre, a bike shop, café, extensive pay and display parking and a chargeable bike wash. While some facilities operate on a seasonal basis, the cycle shop is open all year round. 8.178 The Forest of Dean Cycle Association (FODCA) trails group has a 3 mile trail starting from the cycle centre which is graded red by the International Mountain Bike Association (IMBA). 8.179 The 2005 Visitor Survey found that those participating in cycling as the main purpose of their visit was 14%. Of the day visitors this figure was slightly higher at 17%. 22% of visitors had chosen to cycle at some point during their stay. 8.180 The 2005 Forest of Dean Visitor Survey also indicates that 31% of visitors stay overnight within the Forest and another 22% stay overnight elsewhere (i.e. made a day visit to the Forest of Dean as part of their holiday). Day trippers make up 43%. The Forest of Dean is very popular for camping / caravanning and rented self- catering accommodation, which accounts for 50% of all staying visitors. The survey suggests that the average stay is 5.2 nights and that the majority of day visitors would spend 3-4 hours. Type of Cycling 8.181 The Forest of Dean has a variety of different trails to meet different levels of rider skill. There are cycling leaflets available but the shear volume and intertwining nature of the tracks, paths and fire roads allow many informal routes. There is a start information board which includes a map, copies of which can be obtained at Pedalbikeaway. The signed FODCA trail and some other trails in the surrounding area cater for the more advanced riders. There is also an informal downhill run and separate informal jump / play area. A circular way marked family cycle route with accompanying map (£1.50) links Coleford, Lydbrook, Cinderford and Parkend. The route begins at the Cannop Cycle Centre and traverses a 12 mile surfaced route using former railway lines. Family and recreational riders can also use a number of surfaced tracks east of the Cycle Centre. There is limited provision for rugged or advanced off-roading east of the Cycle Centre; in this location priority is given to walking, with cycling limited to the stone tracks. 8.182 There are plans to extend the FODCA single track route working with Pedalbikeaway and cycle groups Proximity to a Population Centre 8.183 The Forest of Dean sits on the Western edge of Gloucestershire not far from the Monmouthshire and Welsh boarder. The Forest of Dean has a number of local towns, all of which have relatively small populations. Within ten miles of the Pedalabikeaway centre the most significant settlements are Coleford, with 10,000 people, Monmouth with 8,500 people, Ross-on-Wye with 10,000 and Cinderford also with a population of 10,000. These towns are likely to be a consistent source of regular low volume visitors. When considering the potential visitors within a 25 mile radius, the Forest of Dean appears to be well placed for attracting many people only a short drive away. The greatest population source is Bristol with over 400,000

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residents although the River Severn bridge tolls may act as a slight barrier. Additional visitors will come from Gloucester (120,000 population), Cheltenham (100,000), Hereford (56,000) and Stroud (32,000). Tourism plays a significant role in the local economy. Access 8.184 Access to the Forest of Dean is almost exclusively by car. The 2005 Visitor Survey reports 97% of visitors arrived by car and this figure is similar to the 1999 survey (95%). The roads within the vicinity of the Forest of Dean are mainly minor and B- roads. Bristol visitors will need to access the Forest via the B4228 from Chepstow which makes the journey time approximately one hour. Those coming from the north will approach on the A49, A449 and A40 and then follow the B-roads into the Forest of Dean. Visitors from the east such as Gloucester, Stroud and Cheltenham will come in on the A40 and then take the A4136, the main road leading across the north of the Forest. 8.185 There is a National Cycle Network main route (no.43) running through the forest along a dismantled railway. Focal Points 8.186 For mountain biking, the main focal point is the Pedalabikeaway Cycle Centre. It features a large parking area which is busy on weekends, and hosts ample facilities for all cycling needs. The main visitor centre is the Dean Heritage Centre at Cinderford, although this is not specifically orientated for cyclists. The main visitor destinations in the Forest are Symonds Yat, Beechenhurst and Mallards Pike. There are visitor information centres at Coleford and Cinderford. 8.187 There are dozens of car parks scattered within the Forest. Parking at the main activity areas such as Pedalabikeaway, The Sculpture Trail and Mallards Pike tend to be pay and display whereas other parking spots tend to be free. 8.188 Off-the-bike there are pubs and cafes in most of the surrounding towns and villages, most notably Coleford and Cinderford. The quality arts and craft shops are to be found further a field in places like Lydney, Monmouth and Ross-on-Wye. 8.189 The Forest of Dean has had a long term reputation for cycling whether as a family outing or enthusiast’s day trip. The Cycle centre is publicised on web-pages for the Forestry Commission, and the Forest of Dean District Council website. Repeat visits account for 70% of all visits, and 90% of all day visits. It also features regularly in the pages of mountain bike magazines normally in the ride guide or suggested routes sections thus promoting the areas and trails that are good for advanced mountain biking. Estimated Usage. 8.190 It is thought that the Forest of Dean is under utilised for off-road cycling during the week while at weekends the Pedalabikeaway centre is full during the summer season and fairly busy all year round. However, the popular cycling trials around the Cannop area are minuscule in comparison to the size of the forest as a whole. It is felt that the Forest of Dean is not reaching its potential as a cycling hub. There are significant areas of woodland in the Forest currently unused and these could form part of a wider network of cycling routes, including a way marked advanced mountain bike trail to give enthusiasts and recreational riders a structured high quality ride. Constraints 8.191 The Forest of Dean has some allocated SSSIs but due to the extent of the forest this does not pose a huge constraint on the cycling. The Forest includes some fenced sheep enclosures and these are less accessible for cyclists. The concept of

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opening up alternate areas for cycling could be restricted by the disjointed nature of potential interlinking woodlands. For example Haywood plantation near Cinderford is adjacent to land set aside for walking recreation only and is some distance from the Pedalabikeaway centre. Cycling in the Forest of Dean is not thought to pose a great threat to flora and fauna and the Forest is capable of holding far greater numbers of cyclists. As bikers are not clustered onto specific trails or routes this helps to spread out the riders giving the forest a seemingly quite ambience. 8.192 There is longstanding local opposition to cycling and this remains a constraint. Economic Impact 8.193 The range of facilities at the Pedalabikeaway Centre directly supports employment and the cyclist use of catering and shops in the towns will also support employment. 8.194 Revenues from the pay and display and Pedalbikeaway Centre help to maintain the cycle routes. The FODCA trail is maintained on a voluntary basis. 8.195 The Forest of Dean has a relatively weak economy as traditional industries have contracted. Although tourism is a significant part of the local economy the area is not fulfilling its potential. The potential to expand cycling could be one of the tools used to grow the part tourism plays in the local economy and support other regeneration work in the Forest.

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9 BLACKDOWN HILLS AND TAMAR VALLEY REVIEW

9.1 The Tamar Valley and Blackdown Hills AONB areas are included here to provide a full assessment of cycling in AONBs rather than because they are currently cycling hubs. 9.2 While the current plans suggest that the Tamar valley will become a cycling hub, there is little immediate prospect of the Blackdown Hills receiving any significant levels of demand because of the lack of facilities and the difficulty of providing any. Blackdown hills AONB General Description 9.3 The Blackdown Hills became a designated AONB site in 1991, covering 360 square kilometers and ranging between 150 and 310 metres above sea-level. The AONB extends broadly from Wellington in the north to Honiton in the south and from Cullompton in the west to Chard in the east. The Blackdown Hills are best characterized by the dramatic, steep, wooded scarp face at the north and the gentle dipping plateau that falls away to the south. They depict an isolated rural area relatively undisturbed by modern development. The unique geography defines the topography, giving sharp ridges, flat plateaus and steep valleys. The area has a rustic appeal with distinctive isolated villages and hamlets which retain a traditional image through the use of local building materials. There are a number of historic architectural remains, which add a rich heritage to the area. With no towns inside the AONB, the Blackdown Hills are very sparsely populated. Type of Cycling and Current Use 9.4 The current provision and demand for cycling on the Blackdown Hills is very low. There are no published off-road routes and only little knowledge of any informal use. Consultation with the AONB officer5 indicated that the Blackdown Hills are not naturally a bike friendly environment. A combination of few dry areas, very steep escarpments, lack of access due to a poor and disjointed bridleway network and the boggy nature of the paths make sure that cyclists ride elsewhere. For example, the Quantocks and Woodbury Common were given as alternative locations with close proximity to the Blackdown Hills. 9.5 Mid Devon District Council publish a booklet on cycling in the Blackdown Hills in partnership with East Devon, South Somerset and Taunton and Deane Councils in 1996. This is the only known published information available for cycling on the Blackdown Hills. Published in 1996, the booklet features eight circular road rides, however, there are no off-road or track based routes or sections included within the guide. 9.6 The AONB features very few bridleways or byways. Coverage tends to be very sporadic and fragmented making it difficult for riders to construct joined-up routes. 9.7 A study into Mountain Biking in Peninsula Forest District by Dafydd Davis in 2003 has assessed the Blackdown Hills in terms of managing existing mountain biking activity whilst investigating potential opportunities for dedicated development. The study reported a number of unsanctioned downhill routes in regular use at Staple Hill, Castle Neroche and Witch Lodge. The trails were using waymarked walks, traversing and constructing jumps upon scheduled ancient monuments. The forest roads and bridleway network are used by cross country riders. The report

5 Blackdown Hills AONB Projects Co-ordinator, May 2006

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comments that the level of use at these sites is high and that much of this flow is from Taunton. It will be difficult to prevent illegal use and advises some form of formal provision. Proximity to a Population Centre 9.8 The AONB consists of 13,500 residents6, with Hemyock being the largest village within the boundary. There are several perimeter settlements of medium sized population, Taunton being the largest of these, located approximately four miles to the north of the ANOB. Wellington is situated only a couple of miles above the north west corner with Tiverton placed ten miles west of the AONB. Honiton is located on the southern edge of the AONB with Chard on the eastern edge but not quite within the designated perimeter. Access 9.9 Access into the AONB from the north is via a number of motorway junctions on the M5. Junction 25 at Taunton allows visitors to follow the A258 south along the eastern edge of the AONB towards Chard, there are a number of minor roads heading west which lead visitors into the Blackdown Hills. Alternatively, the A303 from Horton Cross on the east edge runs south west across the AONB and merges into the A30 which continues towards Honiton. From junctions 26 (Wellington) and 27 (Tiverton) there are no direct routes into the Blackdown Hills, however, a number of minor roads leading south from the motorway junctions provide access into the AONB. From Cullopmton the A373 runs south east where there are options to cut into the AONB via a number of minor roads or to follow it straight to Honiton and take the A30. From Exeter the A30 from junction 29 traverses east for a 13 mile stretch to Honiton where visitors can continue into the Blackdown Hills. Potential for Off-road Cycling 9.10 The Peninsula Forest District report suggests that the downhill trail activity could be managed with less formal provision in partnership with local groups and clubs to allocate a specific site which can be developed by riders where conflict is minimalised. Despite this an alternative costing exercise was carried out to estimate the development of a formal downhill facility which entailed £40,000 for a 2km trail and £50,000 for toilets, car park and signage. 9.11 The Blackdown Hills Rural Partnership (BHRP) have developed a series of plans that cover a five year period from 2004-2009. The Management Plan addresses recreational access and public rights of way. It indicates that there is an opportunity to develop better co-ordination of the PROW network and to look at the area as a whole to overcome fragmentation and develop an identity for signposting and way marking. The plan specifically notes the scope to develop the proposed ‘Ridge Route’ as a major multi-use recreational route, supported by a range of additional co-ordinated routes. 9.12 Attention is drawn to the need to improve provision for horse riding and cycling. This could be achieved through improvement to the PROWs or through quiet lanes. There is recognition that these initiatives will benefit visitors and local communities through economic spin-offs, whilst adding health and recreational opportunities to the area. County Councils are obliged to produce Rights of Way Improvement Plans; these could be used as a mechanism to introduce improvements and changes. Both Somerset and Devon County Councils have recognised the shortfall in current provision for bridleway users7. 9.13 The second document produced by the BHRP is the Action Plan; it indicates specific initiatives that have been set up to meet the objectives developed in the

6 Blackdown Hills AONB website, 2006 7 Blackdown Hills Management Plan 2004-09 p31

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Management Plan. Objective WB5 in the Action Plan aims to support the development of sustainable tourism that benefits the local economy, conserves and enhances the landscape and improves understanding of the Blackdown Hills. There are several policies attached to this objective which address the future provision for cycling in the Blackdown Hills. These are summarised below: Policy A – to promote alternatives to the car for access to and within the Blackdown Hills Action – To provide information on bus routes, walking and cycling routes in the Blackdown Hills on the website and in print (December 2005). Policy B – To maintain and enhance facilities for walkers, cyclists and horse riders, recognizing shortcomings and strengthening the economic benefits to local businesses Action – To work with the highway authorities, landowners and users to identify resources and priority routes (ongoing). To open up the ridge route for multi-use (December 2008). 9.14 The Neroche Scheme is a Landscape Partnership project covering 10,000 hectares of the Northern Escarpment and wooded ridge on the Blackdown Hills. Funded to the tune of £3.5 million by the Heritage Lottery Fund it sets out to celebrate, enhance and enforce this part of the AONB. 9.15 The Neroche Project had plans in 2005 to develop a Ridge Route along the top of the Northern Escarpment as a 15-mile off-road trail. The Neroche project funding has the capacity to overcome longstanding hurdles and buy access rights to the proposed route. 9.16 The project development and research stage has revealed that users of the AONB would rather see a set of circular routes. They believe that this would still achieve their overall goal to improve access and provision for users and tackles a more immediate priority. 9.17 Unfortunately, the Neroche scheme is not supporting the development and use of trails for off-road cycling8. The multi-use trails will be for walkers and horses. Neroche have indicated that because of the wet and boggy nature of the area and that the issues surrounding maintenance and even construction of cycle suitable trails, they do not have any plans within the budget to include cycling as part of the ‘multi-use’ trails. Access agreements with landowners to develop the new routes will only stretch to walker and horse riding use and that cycling would be too much of a change in use when negotiating new rights of way. 9.18 The development of bridleways for horse riders may inadvertently create a set of trails which can be legally traversed by cyclists. However, the conditions under- wheel may be such that cyclists choose to go else where, a reflection of the current status surrounding cycling on the Blackdown Hills 9.19 There are some long term aspirations to develop opportunities for cyclists, however, this is beyond the timescale of the three year project and will therefore be devoid of the funding benefits so often needed to make planned development a reality. There is thought to be potential for some forest road type recreational off-road riding within wooded areas of the Blackdown Hills. Summary 9.20 The Blackdown Hills feature poor provision for off-road cycling. There are no published off-road routes and only a localised contingent of informal cycling takes place, the majority of this is thought to be unsanctioned downhill trails at Staple Hill, Neroche Castle and Witch Lodge. There could be potential for a member centre

8 Consultation with Gavin Saunders, Neroche Project Manager. August 2006.

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project to develop providing there is demand and an agreement between the riders, land owners and BHRP. 9.21 The Blackdown Hills Rural Partnership has indicated a need for increased rights of way access throughout the AONB and that there could be economic gains from increased visitor numbers. The Management Plan indicates that they would like to enhance the facilities for walking, horse riding and cycling and also provide information about routes available and to ensure that priorities and resources for these users are identified on an ongoing basis. 9.22 The message regarding the future development of off-road cycling is distorted when considering the plans for multi-use trails as part of the Neroche Project. The circular routes that are due to be designated and implemented through the project are predominantly for walkers and horse riders with the notion that the topography is not suitable for mountain bike use. Wet, boggy soils, with steep and harsh terrain are thought to be a natural barrier preventing use of the AONB as a popular cycling destination. Development of trails suitable for cyclists would involve specific construction due to the lack of existing provision; there are also the added maintenance issues, which could risk jeopardizing the access agreements that are pivotal in opening up the Blackdown Hills to walkers and horse riders. Tamar Valley General Description 9.23 The Tamar Valley is a protected landscape, it received AONB status in 1995. Standing on the divide between Cornwall and Devon, the AONB surrounds the estuarine rivers of the Tamar, Tavy and Lynher. The valley is characterized by meandering rivers, steep gorges and wooded valleys. A ribbon of woodland extends along the estuary margins, although it is often no more than a hedgerow above a steep earthy bank9. The middle valley is home to a variety of different habitats including many ancient woodlands and wetlands. The landscape depicts a relict history of disused mine workings which featured intense activity during the 18th and 19th Century. As a result, this rich heritage has been recognised with The Tamar Valley AONB’s inscription as a UNESCO World Heritage site. 9.24 In addition to the World Heritage listing the Tamar Valley has secured a multi-million pound project to restore much of its mining heritage. The Tamar Valley Mining Heritage Project will improve public access to the disused mining sites with extensive work to make the sites safe with a focus on landscape conservation. The project also aims to add 60km of multi-use trails to the valley; these will be developed at the Devon Great Consols mining area, Morwellham mineral railway, Bere Alston to Tavistock railway and the Tavistock canal path10. Type of Cycling 9.25 The Woodland Riders are a member only club who operate from a woodland area on the edge of the heritage mining site know as the Devon Great Consols. The site has been used for mountain biking on an informal basis for many years without the landowner’s permission. 2004 saw an arrangement between the landowner and the Woodland Riders club for a member only access agreement. The club has developed a variety of technical downhill trails and courses such as ‘The Corkscrew’ and ‘Rich’s Course’. Development of the site is ongoing and summer 2005 saw the introduction of north shore sections and jumps. There are roughly six fully developed downhill courses.

9 The Countryside Agency. Tamar Valley AONB webpage (2006) 10 Tamar Valley Mining Heritage Project website (2006)

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9.26 Cycling elsewhere in the Tamar Valley is fairly limited, poor provision of bridleways has not helped to promote off-road cycling. With exception to the member site at Devon Great Consols there are no other formal trails used for recreational cycling. Proximity to a Population Centre 9.27 The Tamar Valley is a short trip away from Plymouth, which is by far the most significant source of potential resident users of the Mining Heritage Project. Saltash is within the Tamar Valley AONB and Tavistock, Liskeard and Launceston are all within ten miles of the project sites. Access 9.28 The main stream of visitor traffic will access from the east or west on the A38. From Launceston and north of the AONB the A388 provides direct access. The Devon Great Consols heritage area to the north of the AONB sits just above the A390 which links Liskeard, Callingotn and Tavistock. Focal Points 9.29 As such, off-road cycling in the Tamar Valley is in its infancy and has no current focal point. The Woodland Riders, which encompasses approximately 75 members, has developed their private network of trails on a consolidated site at Blanchdown Wood, part of the Devon Great Consols mining heritage area. Estimated Usage 9.30 Use of the Tamar Valley for off-road cycling is low at present. But given its lack of legal trials and public land this is no surprise. Plans to construct multi use leisure trails as a network of links between the heritage projects will certainly raise the profile for the Tamar Valley as a cycling destination. The Mining Heritage Project also plans to develop a challenging mountain bike course at the Devon Great Consols site. Constraints 9.31 Developing a series of formal trails would normally pose significant problems over access rights and construction agreements with private landowners. However, with the backing and funding from the Mining Heritage Project already in place this may make the difference. The leisure trials will be multi-use, to this end there will need to be careful consideration for all users. With all trails due to be developed from scratch, this places the project managers in a favourable position to plan the trails in a way where walkers, horse riders and cyclists can participate side by side. Economic Impact 9.32 The current beneficiary from cycling activity in the Tamar Valley is the landowner at the Devon Great Consols site who receives a small amount of money from the Woodland Riders Club for use of the land for their downhill trails. The owner of Dartmoor Cycles in Tavistock is also chairman for the Woodland Riders club, the shop is the main contact point and hub for correspondence with the club and is thought to benefit through bike, parts and repair sales to club members. Opportunities for Growing Economic Impact 9.33 Assuming plans to develop general cycling trails and a specialist mountain bike course are realised there will be numerous opportunities to boost revenue for the local economy. Total Marketing Solutions carried out a market research report for the Tamar Valley Mining Heritage Project. The report identified 785,640 visits to the Tamar Valley AONB (staying tourists and day visitors) in 2003 11. Based on a possible 2.7m visits within a one-hour drive time catchment this gives a 27%

11 Data from the South West Tourism Regional Tourist Board

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penetration rate for the Tamar Valley AONB. The AONB forecast an additional 207,000 visitors per year by 2011. 9.34 The cycling trails have potential to attract visitors from the heritage sites and recreational users of the AONB. In addition, approximately 5000 cars pass the entrance to the Sawmills site (a site on the Devon Great Consols earmarked for a cycle centre) on the A39012. This provides an excellent opportunity to raise awareness and promote the site to passing traffic. 9.35 The opportunity to develop a commercial franchise was also considered in the market research report. The three key opportunities highlighted were ƒ Cycle hire – with both retail as well as rental potential. ƒ Car parking fees ƒ Café 9.36 The project must first ensure it can provide quality cycle trials capable of creating a significant user demand. Other successful mountain bike trails such as the Camel Trail, Coed y Brenin and the Tarka Trail operate profitable cycle hire facilities. Coed y Brenin for example, brings in a combined café and cycle hire revenue of £100,000 per year. Cycle hire operations draw down revenue for the landowners through rental fees. The Forestry Commission receives a rental fee of 10% of the Coed y Brenin facility turnover. 9.37 Car parking could be charged at approximately £2 per day providing there are a range of facilities that justify such fees. The report indicated that café operations were the least profitable but should be viewed as part of the overall provision, adding value to a cycle centre which can help to justify other revenue schemes such as car parking. 9.38 The Tamar Valley poses to be a significant site for mixed cycling development over the next few years. It is also likely to emerge as one of the principle off-road sites and only cycling focal point for Cornwall mountain biking and recreational cycling. The close proximity to Plymouth is also a great benefit and will add a large catchment of potential trail users. 9.39 The presence of a well established voluntary group that have an existing commitment and expertise for developing enthusiast trails in the Tamar Valley will be a useful resource for both the development of multi-use trails. The Heritage Project also provides new development and partnership prospects for the Woodland Riders and their trial site at the Devon Consols Mine. 9.40 It is possible that the Tamar Valley may develop into a centre type hub and that this will fill the gap in provision of off-road cycling facilities in the East Cornwall and Plymouth region. Tamar Valley would also be in a good position to become part of an over arching branding for cycling in the South West if such a scheme were to be developed.

12 Traffic Figures. West Devon Borough Council

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10 INVENTORY OF WOODLANDS AND TREES

10.1 The Forestry Commission has supplied a copy of their Inventory of Woodlands and Trees dataset. A series of maps are now presented to show the location of all woodland areas in the South West.

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11 CASE STUDIES Haldon Forest 11.1 Haldon Forest Park is a recent development (opened 2006) by the Forestry Commission providing four cycling trails as well as walking and cycling trails. Haldon Forest is approximately 3,500 acres and the cycling activity is concentrated in one section. The park was developed at a cost of £1.2 million. 11.2 Haldon is close to Exeter (population 113,300) and within easy reach of Plymouth (population 241,500) and Torbay (population 131,300). Users Type of cycling offered 11.3 There are four cycling trails offered: i) Family Trail – 3 miles, for general family use ii) Adventure Trail – 2.8 miles, again for general family use iii) Red Trail – 6 miles, for experienced mountain bikers iv) Black Trail – 1 mile, for very experienced cyclists 11.4 Prior to the Forest Park development there were about 20,000 visits per year mad by about 3,000 visitors. Cycling made up 19% of the users, with just under half of this being mountain bikers13. Well over 90% of users were day visitors from home. 11.5 The new development is expected to produce 50,000 visits in the first year of operation of whom 65% will be cyclists. The number of visits is epected to reach 250,000 per year after year three. . Facilities 11.6 Facilities offered include a car park, toilets, and a food franchise van (weekends, bank holidays and busiest school holidays). There is also an arts centre which re- uses one of the former Forestry Commission buildings, and a playground for younger children Expenditure 11.7 Haldon Forest Park now has two rangers plus a Sport England funded Outreach Ranger encouraging visits from under represented groups and a set of volunteers. The volunteers include cycle enthusiasts who have helped develop the red and black cycling routes. 11.8 Focus group work undertaken as part of the park development demonstrated the need for a presence on-site. In addition, the Sport England funding required outreach work amongst hard to reach groups. Prior to the opening of the Forest Park there was already a ranger, with a focus on wildlife projects. This ranger helps provide cover for the site. The additional ranger has a focus on the outreach work. 11.9 It is planned that the trails will need to be re-surfaced with 6mm dust after 5 years at a cost of £2 per square metre. This will total £50,000, requiring an annual contribution towards a maintenance fund of £10,000.

13 Benchmarking Survey 2005, Hill Taylor for the Forestry Commission

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Haldon Forest Park Annual Operating Costs

Item Cost

Staff £40,000

Maintenance £10,000

Total £50,000 Source: Forestry Commission Income 11.10 Income is gained from car park takings and from a catering franchise: ƒ Car park charges are £1 for 4 hours / £2 for the day or £10 for a 12 month pass ƒ The catering facility pays a percentage of takings ƒ The arts centre also makes a small rental contribution although this is charged out at a less than commercial rate 11.11 As the park has only recently opened it is too early to confirm annual income. However, the first four months for May to August have generated £11,000 through the parking meter and annual parking permits. An expected income of approximately £25,000 (including catering franchise payments) could be expected based on 6 months at 50% reduced takings to account for off-peak season. Finance 11.12 Sport England are funding an outreach ranger post for three years to build use by hsard to reach groups. The Forestry Commission has provided capital funds as well as continuing revenue funds for rangers already operating on Haldon. 11.13 While the current income will meet the maintenance cost, the staffing cost issue will need to be addressed in the longer term. The Forestry Commission have firme plans to cover costs through an enhanced events programme starting in 2007. 11.14 It is clear that some elements of the Park are run for social objectives rather than on a purely commercial basis and the revenue funding gap is a reflection of this. Future plans 11.15 It has been recognised that there is a gap in the provision between the family cycling trails and the more technically challenging Red Run. It is proposed to include an intermediate Blue Run in the future. 11.16 Discussions are underway with regard to a possible bike hire and repair franchise along with a rental income from the lease of adjoining buildings for adventure activity (possible climbing wall). The additional franchises will assist in meeting the revenue funding gap. 11.17 There is also a vacant barn building that may be used for an enlarged café facility in the future. 11.18 There has also been discussion about a bike wash. 11.19 It is clear that there is demand for the Park during the evening. The Park is now open until 7pm in summer months and 4.30pm in winter months. It is hoped that the development of volunteer rangers will enable the site to remain open longer in the summer. 11.20 The Park is used as an events venue (particularly mountain bike events). Currently a standard charge is levied on event organisers in accordance with the Forestry Commission permission system (e.g. £1 per entrant for races and £40 trade stand).

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7stanes 11.21 The 7stanes are seven mountain biking centres spanning the south of Scotland, from the Scottish Borders to Dumfries and Galloway. Each of the sites features a 'stane' (Scots for stone) in the forest. The sites are: ƒ Glentrool – 58 Km of forest tracks and low traffic roads, visitor centre ƒ Kirroughtree - family and technical tracks, visitor centre and café, play park ƒ Dalbeattie - Novice and expert cycling trails. Volunteers have created some trails ƒ Mabie - Novice and expert cycling trails, bike centre, playpark. One of the trails is very challenging. Volunteers have created some trails ƒ Ae – two trails, including up lift and sponsorship by Scottish Power ƒ Tweed - Nine trails of varying difficulty. Network includes the well-known Hub Café at Glentress, which includes a bike shop. This is the highest profile ‘stane’ ƒ Newcastleton – three less technical trails 11.22 The project is managed by Forestry Commission Scotland in partnership with: ƒ Scottish Enterprise Dumfries and Galloway ƒ Dumfries and Galloway Tourist Board ƒ Scottish Enterprise Borders ƒ Scottish Borders Tourist Board ƒ Scottish Borders Council ƒ Dumfries & Galloway Council ƒ Scottish Natural Heritage ƒ Solway Heritage ƒ Heritage Lottery Fund. 11.23 The £2m project was funded by the partners and European structural funding. Users 11.24 The evaluation of the 7stanes project14 indicates that there is a large non-local market, with 83% coming from outside south Scotland and 23% from outside Scotland. 25% of visitors stayed in the area (length of stay tended to be one or two nights) and the remainder made day trips from home. 11.25 Estimates of use are available for three locations, totaling 172,600 users. 7stanes Visitor Numbers 2004 Glentress 150,000 Dalbeattie 14,856 Mabie 7,758 Total 172,614

11.26 Since completion of Phase 1 there are now 8 sites in the 7Stanes project. Visitor numbers have increased significantly with approximately 350,000 – 400,000 people each year. These estimates are vague. It is thought that Glentress receives about

14 7stanes MTB Project Evaluation, 2004, EKOS and TRC for Forestry Commission Scotland

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40% of the 7Stanes use (around 140,000 visitors). The 7Stanes are still receiving a growth in annual visitors at a rate of roughly 8-15%15 . Expenditure 11.27 The project evaluation indicated that there are eight full-time employees working on the management and delivery of Phase 1. The evaluation used standard coefficients for expenditure on supplies and multipliers effects (combined coefficient of between 1.35 and 1.6 for local and Scotland level impacts respectively). Present staff levels are slightly lower than during Phase 1, there are currently: ƒ 1x Project Manager ƒ 1x Technical Officer ƒ 1x Output Research and Marketing ƒ 1x Coordinator (events, business generator) ƒ 2x Trail builders ƒ 0.5x Administration ƒ Total = 6.5 11.28 A lot of the trail building is contracted out, much of the construction is machine led with hand finishing. Consultation with the Project Manager indicates that Phase 1 & 2 will cost £3.2 million and that approximately 5% (£150,000) of this will be required for annual maintenance of the trails and upkeep of the facilities. Income 11.29 Pay and Display parking is present at most sites and is thought to be capable of covering the trail maintenance costs if necessary. Most of the revenue generating site facilities such as The Hub at Glentress are operated by franchise companies which bring in a lease or rental revenue for the project and also contribute to the local economy. 11.30 Events are not a large money spinner for the 7Stanes but they hold considerable value for market widening and promotional opportunities. Finance 11.31 Funding originally came from the nine partnership organisations (mentioned above) and was almost equally matched by the ERDF. Budgeting for Phase 2 will come from the same source. Economic Impact 11.32 The project evaluation of Phase 1 estimated the economic impact as follows: ƒ Gross expenditure at £2.99 million at a south Scotland level and £3.56 million at a Scotland level ƒ Net expenditure (i.e. taking into account additionality, displacement and multiplier effects) is estimated to be £2.79 million at a south Scotland level and £1.58 million at a Scotland level ƒ The employment impacts are estimated to be 71.7 full time equivalent jobs (FTEs) at a south Scotland level and 56.8 FTEs at a Scotland level ƒ Based on the project cost of just under £2 million this equates to a cost per job of between £26,986 and £34,074, which is relatively high. However the pattern of expenditure is relatively unseasonal.

15 7Stanes Project Manager (consultation, July 2006)

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ƒ Accommodation providers and cycle shop operators interviewed have seen some business benefits and more are expected. ƒ The linking of different facilities under the ‘7stanes’ brand has built awareness and profile of the different trails in a way that might not have happened if they were perceived as separate facilities. Future plans 11.33 The project evaluation captured visitor suggestions for further developments, which included more trails, café facilities at those locations without existing provision, shower/change facilities and larger café and car park at the most used sites. 11.34 Phase 2 of the project is now under way. It aims to retain and expand the visitor market by trying to broaden the tourist users and casual riding market. Initiatives to achieve this include promotion of the 7Stanes and improved facilities and signage across all sites. Assessment of Phase 1 has revealed low day visitor spend, so Phase 2 aims to increase the number of overnight staying visitors, mainly targeting the core un-seasonal market of enthusiast bikers. Evaluation 11.35 The 7Stanes project has commanded a very high reputation as a mountain bike destination. It pools visitors from all over the UK on the premise that it offers world class mountain bike trials. By living up to the standards and hype it set for itself it does not disappoint. 11.36 It plays a major role in rural economic development through visitor spend, many of which are outside of Southern Scotland with a contingent of visitors from England. The project has a broad partnership base which has secured funding for the initial inception of the project right through to end of Phase 2. Forestry Commission Scotland secures revenue from car park facilities but on-site facilities are franchised out to local businesses that pay modest rental fees. Given the scale of the project the current staff numbers are low but most of these are managerial and professional based roles. Cannock Chase 11.37 Cannock Forest in Staffordshire is located between Stafford, Cannock and Rugeley. It sits upon Cannock Chase, the smallest AONB on mainland Britain. Cannock Chase has featured intense mountain bike use for many years and problems associated with high volume informal use has led to the development of a voluntary group called Chase Trails to build and maintain the mountain bike course and a franchise business, Swinnerton Cycles to provide on-site facilities at a central focal point. Users Type of cycling offered 11.38 There are five bike specific trails at Cannock Chase: ƒ There is one dedicated cross-country trail called Follow the Dog that is 7 miles long. This is a way-marked loop for intermediate and advanced mountain bikers. ƒ There are two downhill courses, both are for experienced mountain bikers, one is graded red and the other black, for experienced riders only. ƒ There are 3 leisure trails, signed with green markers: o Birches Valley – short trail ideal for young children learning to ride o Fair Oak Pools – an extension of the Birches Valley o Sherbrook Valley – Fireroads and bridleways, not for beginners due to loose surfaces and climbing sections

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Use 11.39 Consultation with the West Midlands Forestry Commission has revealed that there were approximately 200,000 cycling users of the Cannock Chase centre during 2000 and that although they are not actively seeking to intensify this has gradually increased since 2000. In 2003 a counter was placed on the final section of the Follow the Dog XC trail, which received 40,000 cyclists alone. User profile 11.40 The rider profile is mixed given the range of trails available. On one hand there is a larger supply of family and recreational cyclists however the provision at Cannock is slightly biased towards the more advanced riding and therefore would entail an even mix of experienced and recreational riders. Facilities 11.41 The Forestry Commission operate a pay and display car park and some additional visitor facilities which include a café, shop and toilets. 11.42 Swinnerton Cycles run a franchise cycle centre. They were chosen to operate at Cannock Chase because of their formidable local reputation, with which many of the local enthusiasts were existing customers. Their forest centre at Cannock features bike hire and sales, spare parts and repairs, forest mountain bike information in the form of leaflets and maps, plus a bike wash facility. Although the shop is committed to making a profit they are not there to make rapid, high volume turnovers. They are involved in educational and cycling promotional schemes such as guided rides for school parties, youth development programmes and challenge events for the enthusiasts, for example Gary Fisher (founder of mountain biking and owner of Gary Fisher cycles) led a 50 mile ride in 2004 which attracted 1000s of enthusiasts to Cannock Chase. Expenditure Staffing 11.43 Cannock Chase has very few overhead costs, there is a ranger who is responsible for the site but there have not been any additional staffing requirements since the inception of the cycle centre. Therefore, there are no additional costs apportioned to staff. Maintenance 11.44 Original building of the trails and current maintenance is carried out by Chase Trails, an independent voluntary group of riders. They have a relationship with the local sand and gravel quarry which makes in-kind deliveries of aggregate and materials for maintenance of the mountain bike course. The Forestry Commission contribute minor costs to the maintenance of the trials, such as covering the hire of a JCB for large scale development or repair to the trails (particularly on the downhill course). They use income from the parking, café and shop to maintain the centre facilities such as new toilets etc. Income 11.45 Forestry Commission estimate £20,000 per annum from car parking revenue. The café and visitor shop (all one building) are thought to bring in approximately £30,000 annually. Rental from the cycle franchise is £5,000 – 7,000 per year. 11.46 Revenue from events such as the MBXC rounds held at Cannock or smaller local downhill events are thought to be worth about £1000 per year. There is no on-site camping or accommodation available so most of the revenue from these events goes to local farmers who provide camping pitches on their fields.

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Finance 11.47 The initial Follow the Dog trail was funded with two sponsorship donations. The first is from Gary Fisher UK who contributes £10,000 per year over three years. In return, all of the trail signs feature the Gary Fisher logo and any publications featuring the Cannock trails will include a mention for Gary Fisher. The second donation was from the Countryside Agency, who contributed £10,000 for marketing, educational and awareness (conflicts and sensitive habitats etc) materials to be produced and distributed on-site. 11.48 Expansion of the Follow the Dog trial (see below for details) would warrant a grant or sponsorship of some sort. The Chase Trails group indicate that they would first approach Gary Fisher and if unsuccessful would approach other bike manufactures or UK distributors for support and donations to pay for equipment and materials. Some small scale funding may be available through the local AONB unit and other local environmental or heritage organisations that have an interest in maintaining sustainable, recreational use of the land. Future plans 11.49 There are no real plans to expand the Cycle Centre and its facilities. Survey work suggests that enthusiasts would like to be able to do a half day ride on the cross country course and at present this is not possible with the 7 mile route taking about one hour to complete. By expanding the loop by another 7-10 miles they would be able to attract riders from a wider sphere and increase the riding options. 11.50 There are plans to carry out extensive redevelopment of the downhill courses for summer 2006. The trails group aim to add new jumps, drops, beams and general improvements to both the red and black runs. Cannock Chase Evaluation 11.51 The centre at present has a very economically sustainable setup. By avoiding any additional staff requirements they have managed to keep running costs to a minimum. Separating responsibility for the trials development from the cycle centre and Forestry Commission has also proved to be economically sustainable. The volunteer group is in a better position to obtain small scale on-going funding or sponsorship. From a Forestry Commission point of view there is no staff allocation for maintaining and building trails. Providing a full set of facilities has gone a long way to attracting a large number of annual visitors. The parking, café and visitor shop bring in significant revenue for the Forestry Commission, some of this can go back into maintaining the Cannock Chase centre and surplus will go to other Forestry projects. The franchise business also makes a profit through their bike hire, cycle and accessories sales and repairs workshop. Moors Valley Country Park 11.52 Moors Valley is a countrypark to the north of the Bournemouth/Poole conurbation. While access to the countryside is the core of the offer, there is a variety of ways for different users to interact with the natural environment. Moors Valley Country Park is managed by both the Forestry Commission and East Dorset District Council. 11.53 While Moors Valley is a cycling location with a cycle hire facility, this is part of a diverse offer. Users 11.54 Estimated total use of Moors Valley is between 750,000 and 950,000 per year. The main visitor origins are Bournemouth and Poole, as well as Portsmouth and Southampton. Over time, use has increasd and the season peak has become less as visitors are spread over the year.

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11.55 The car park can be used on both a permit and pay & display basis. Annual figures for last year were 298,000 cars. School holidays are the peak times for the park but off peak use has increased in recent times. Facilities 11.56 The facilities at Moors Valley include a café, shop, stream train, ice cream concession, Go Ape high wire facility, bike hire, golf and a shop and restaurant. These facilities are located around a central car park. Of these the café, steam train and shop are the responsibility of East Dorset Council and the Go Ape, ice cream concession by the Forestry Commission. 11.57 There is a central 2-mile cycle circuit with the option to take three additional loops to extend the ride to 6 miles. The cycling is mainly non-technical and appeals to a wide market. The cycle hire facility is popular and there can be queues for the 70 bikes on a busy day. Typically the hire period for cycles is 1.5 hours use (compared with day or half day cycle hire in the New Forest), suggesting that for many, the cycling is not the primary reason for visiting Moors Valley but instead is one of the ways visitors are accessing the woodlands. 11.58 Sculture is used to encourage walkers and cyclists to explorethe woodlands. Ranger-led walks and cycling events are organised for adults. For cycling, options range from a beginners course to help people who have not cycled for a while to get back into the saddle, to short routes of around 6 miles then onto half day bike rides in the wider countryside of up to 15 miles. A similar range of options is available for walkers from walks of only one or two miles with refreshments to longer rambles. Linked to this is a Pedal Back the Years programme, to increase off-peak use by older people. This includes one to one tuition and although it is available to anyone, it is planned to use the scheme as part of an exercise referral programme. Moors Valley already has exercise programmes for retired people each Monday morning, with up to 30 people regularly attending. 11.59 The strength of the Moors valley model is the diverse set of facilities sharing a set of good common facilities (suchas the café) and the good environment. The mix of uses provides a good quanity of visitors which help to keep the different elemnst viable. Resources 11.60 Ten East Dorset District Council (EDDC) staff are employed at the park and it also operates as a ranger base for 24 other sites. A futher two staff are employed to provide information to visitors. 11.61 The golf element employs six people on the greens and a further four part timers. The bike hire requires a part timer and at weekends this is supplemented by casual staff. 11.62 The restaurant empoys four to five staff on a permanent basis, the shop and ice cream concession employ two people and the railway, four staff. There is also a substantial casual labour pool – this approximates to roughly 20 at the café, three at the ice cream concession, five at the shop and 25 at the railway. Combe Sydenham 11.63 Combe Sydenham Country Park is based at Monksilver near Taunton. It is a private estate owned by the Theed family. There currently exists number of downhill mountain bike trails and courses catered predominantly for enthusiasts and downhill racers. The site is well know within the sport and has been used for competitive downhill mountain biking for some years. Users of the site feel that a natural progression from occasional events to a permanent facility at Combe Sydenham would be beneficial to both riders and the owners.

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Target Market 11.64 A technical study16 for the development of Combe Sydenham has considered their target market based on the current reputation and proposed development of a cross-country course a downhill course and a 4X track. They envisage five different user groups using the site: ƒ Weekend Warriors: aged between 20 and 35 these people spend weekends traveling to UK centres seeking the best trails. ƒ Racers: As long as the track is challenging and the infrastructure is in place they are easy to keep happy. ƒ The Casual Mountain Biker: people that ride or fun and like to get out on their bike at least twice a month and are prepared to travel to get their fix. They have the highest expectation because they want to maximize their time and enjoyment every time they go out. ƒ First Timers: The technical study claims that they will be able to introduce new riders and that there will be less challenging sections. This seems to contradict the development plans; it is unlikely to attract many beginners. ƒ Under 18s: Under 18s form the key market for future business. Apparently they are big spenders (food, drink and spare parts) and are happy in any weather. Infrastructure and knowing there are dependable people on site are the important variables. Market Area 11.65 Combe Sydenham aims to draw from the tourist trade bringing mountain bikers visiting the South West on holiday. They are placed close to the M5 making easy access from Bristol, Bath, Exeter and Plymouth. South Wales attracts many bikers from England and Combe Sydenham feel that they can attract these riders to their site especially as the pay to ride fee is similar to the toll for crossing the bridge. Development Options 11.66 The plans and estimated costs for a phased development of Combe Sydenham include two different options; each has three phases of development scheduled over a number of years.

16 Warby, Ian. Combe Sydenham Mountain Bike Centre Technical Study, Firecrest Mountain Biking

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Option 1:

Phase Development Estimated cost

Improvement of uplift road £3,000 -£5,000

Purchase of uplift vehicle and £35,000 - £40,000 trailer

Downhill track improvements £3,000 - £5,000

Phase 1: Downhill & Facility Improvements – Just £15,000 - £20,000 Uplift improvement and light refurbishment of the clubhouse/tea room, toilets, changing and shower facilities.

Staffing requirements Uplift driver - £50/day

Site manager £6-10/hour

Total cost of Phase 1: £56,000 - £70,000

Phase 2: 4X and Construction of 4X course and £15,000 - £20,000 Trails (jumps area) trails (jumps area)

Timeframe – 8-10 Track improvements & £3,000 - £5,000 months into project. maintenance. Once the track has Ready for Year 2 bedded down tweaks & improvements will be required.

Total cost of Phase 2: £18,000 - £25,000

Phase 3: Construction of the course. £18,000 – £25,000 Development of Cross-Country course.

Timeframe – 16-20 months into project. Ready for year 3

Track improvements and £3,000 - £5000 maintenance

Total cost of Phase 3: £21,000 - £30,000

Option 1 total project cost: £95,000 – £125,000

11.67 Option 2 of the Combe Sydenham development is very similar to option one except the cross-country course would be developed before the 4X and jumps area. Evaluation 11.68 Combe Sydenham is reliant on a substantial amount of funding. Given that it would be a private venture operating a pay to ride scheme there is little chance of receiving grant money or sponsorship. Initial investment is the largest obstacle facing this site. With little knowledge of current and potential visitor numbers and how much revenue the site could bring in there would be a level of risk to invest at this stage. Also with no detailed plans or costings for upgraded facilities it is unlikely that the site will be able to compete with the purpose built centres of South Wales. However, it is well positioned to capture the peninsula downhill mountain biking market, but one would feel a centre of excellence would be the only way to attract high volume fee paying riders.

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Aston Hill Mountain Bike Area Introduction 11.69 The Aston Hill Mountain Bike Area is a private mountain bike facility operated by a company called Firecrest Mountain Biking. Aston Hill is the UK’s leading pay to ride facility and is used here as an example to other landowners seeking commercial opportunities. 11.70 The site has been operating as a mountain bike park for approximately ten years and has assisted many young riders through development programmes to compete at national level. Users 11.71 The site caters for a niche market of enthusiast riders, but does not discriminate against ability. Users of the site will generally be experienced mountain bikes who ride and race downhill and have an interest in training and improving their bike handling skills. Facilities and Services 11.72 The site has a number of race standard downhill courses which are man made and designed using safe and sustainable techniques. There is onsite parking for 50 vehicles which operates at capacity on weekends. An independent mobile catering van is provided at weekends and events, during weekdays on-site staff sell light refreshments. 11.73 The site features four downhill courses, a 4X race course and a cross country waymarked route. 11.74 There is no uplift facility at Aston Hill, the geography of the site is unsuitable and adjacent landowners are unlikely to permit an increase in the likely noise and activity levels associated with the uplift vehicle. They believe that an uplift system will increase visitor numbers to this sort of mountain bike facility. 11.75 A youth development scheme called Junior DeVo is a very successful element to the Aston Hill Mountain Bike Area and helps to progress groups of riders from novices to experienced racers who participate in the National Points Series. Expenditure 11.76 There are a number of running costs associated with the site. They are coming to the end of a five year lease with the Forestry Commission. A new lease will involve a proportional fee based upon the business turnover. The site is open seven days a week and benefits from volunteer staffing which helps to reduce some of the running costs. They employ several casual and part time staff who check riders in and supervise parking. It is thought that staffing costs including labour required for trail building is between £20-30,000 per year. Off-season and midweek attendance is low, other centres may wish to operate a weekend and holiday opening policy which will reduce running cost with a less significant impact on income. 11.77 A current estimate places a value of around £250,000 on the trails if considering implementation of a similar scale and standard elsewhere. The Aston Hill trails have developed over time and have benefited reduced construction costs the site manager, Ian Warby’s knowledge and skills as a trail building specialist. The major costs incurred to date have been on plant hire with approximately £2000 spent on the development of the 4X and top section on the DH3 course. 11.78 A small amount of money was allocated to advertising up until 2004 (since which capacity at weekends has been full and hence, proactive marketing has not been required). However until this time, the profile of the site was advertised through an annual stand at a major bike show. Additional ‘free’ promotion has come through

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magazine articles, web site reviews, race events, internet searches and links to the Aston Hill website. 11.79 The issue of liability is very important especially when concerning private mountain bike sites. Aston Hill take out a third party policy to cover public liability as a mountain bike centre, this includes instructor liability and a small amount of product liability. Rider health and safety is paramount, however, all riders use the site at their own risk and are briefed during the check in and registration process. Insurance cover has cost £2,000 per year over the last four years. Income 11.80 The principle income stream is through the pay to ride fees. Essentially every visiting rider becomes a member for either a day or a year. Annual memberships are thought to bring in £16-20,000 and another £15-20,000 from day passes. Race events have limited revenue potential but have far greater significance as a promotional tool also encouraging racers to use the site in advance for practice, contributing further via day pass fees. Despite this, races still draw a small profit of around £500-600 per event contributing £3-4,000 per year. Race profits could be boosted through increased sponsorship. 11.81 The catering setup combines a total revenue of £7-10. 11.82 The site operates a coaching programme through qualified instructors including sessions with leading international mountain bikers. Demand for coaching is thought to be high; courses can be run across all age groups throughout the year. The coaching sessions bring in revenue of around £10,000 per year. 11.83 A number of sponsorship deals help to finance the running and maintenance cost of events and trails. The highest financial contribution is £2,000, which has helped to fund a new downhill track and ongoing maintenance costs. Race sponsorship is generally a few hundred pounds. This money goes towards the event day costs and also to the Junior Development Programme, helping to subsidise course fees, team kit and free or reduced entries to the Aston Hill race series.

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12 FURTHER INFORMATION

12.1 Further Information about cycling developments, insurance, training, trail design etc. can be found from the following organisations. IMBA UK 12.2 IMBA UK aims to provide a focus for UK mountain bikers to work with public and private land and trail managers by: ƒ Building and supporting a strong and effective volunteer MTB network. ƒ Working with the Forestry Commission and other landowners to build new trails. ƒ Developing positive relationships with government agencies and Local Authorities. ƒ Cultivating partnerships with cycle clubs, cycle shops and the cycle industry. ƒ Working with other UK cycle organisations to maximise benefits for mountainbikers 12.3 See http://www.imba.org.uk/ for further information. CTC 12.4 CTC is the UK’s National Cyclists’ Organisation, promoting the rights of cyclists since 1878. CTC is a not-for-profit organisation that is funded through its membership and donations. 12.5 See http://www.ctc.org.uk/desktopdefault.aspx?tabid=0 for further information British Cycling 12.6 British Cycling is the internationally recognised governing body of cycling in the UK. It administers the sport in the following disciplines: BMX, Cycle Speedway, Cyclo- Cross, Mountain Bike, Road and Track. In conjunction with its funding partners, British Cycling has a five year strategy for the development of cycling. 12.7 See http://www.britishcycling.org.uk/web/site/BC/bchome/home.asp for further information

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