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Adrenaline Fuelled City Breaks Research Summary Report

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ADRENALINE FUELLED CITY BREAKS RESEARCH SUMMARY REPORT Design by Tado for Ride Sheffield CONTENTS 1 - INTRODUCTION 10 - MOUNTAIN BIKING 2 - RATIONALE 11 - ROAD CYCLING 3 - CLIMBING 12 - The Sheffield C ycling Scene 4 - The Sheff ield Climbing Scene 13 - Key Challenges and Gaps 5 - Current Climbing Provisions 14 - Product Development 6 - Key Challenges and Gaps 15 - Mountain Biking Itiner ary 7 - Product Development 16 - Road Cycling Itinerary 8 - Champions 17 - Accommodation 9 - Itinerary 18 - Transport 19 - Night Tim e Economy 20 - Summary S.W.O.T 21 - Expressions of Inte rest Photo credit: Anthony Oxley Photography / Sheffield Urban CX INTRODUCTION Over the past few years, Sheffield has been busy establishing itself as 'The Outdoor City'. Key elements of what makes Sheffield's outdoor scene special, are it's 'world class' climbing, reputation for downhill mountain biking and challenging terrain for road cycling. Sheffield is home to the UK’s longest gritstone crag, Stanage Edge, which is more than 6km long and 20 metres tall. The city has a strong climbing culture supported both by world class outdoor climbing opportunities and some of the best indoor facilities in Europe. Sheffield is often described as a 'mecca' for climbers, with a long standing history of great climbing and famous climbers. Red Bull athlete Shauna Coxsey is already Britain's most successful ever competitive climber at age 25 and has quickly become a Sheffield icon. Sheffield is the only major city in the UK with a National Park within its boundary. Its topography of rolling hills, rivers and deep valleys of reservoirs makes it a perfect playground for cyclists. In 2014 the passion, profile and excitement of the Le Tour de France's Grand Depart showcased Sheffield around the world, and its legacy, the Tour de Yorkshire, has continued to promote road cycling across the region. Sheffield also has a great reputation for mountain biking with a strong advocacy group and ongoing trail development. Born and bred Sheffielder Steve Peat is one of the world's most famous downhill mountain bikers which has helped to boost the appeal of riding downhill in Peaty's 'training ground'. It should however be noted that both climbing and downhill mountain biking are relatively niche activities and therefore do not have wide recognition beyond their own sporting scene. That said, with a combined instagram and facebook following of around 850,000 people, the popularity and influence of Steve Peat (520k+ followers) and Shauna Coxsey (320k+ followers) within their respective sports is clear to see. Page 1 RATIONALE ECONOMIC DRIVERS The core aim of Sheffield's Outdoor City strategic vision is to be: "internationally renowned for its outdoor offer; its quality places and outdoor people". International recognition of Sheffield as a destination for outdoor sports and activities offers the potential to drive tourism and inward investment. Sheffield’s outdoor offer lies at the heart of its ability to attract and retain talent, trade and tourism. It is what sets it apart from other cities and it will continue to do so, as it is something that cannot be replicated. Source: Outdoor City Strategy document. BACKGROUND AND APPROACH ENTHUSIASM In January 2018, Sheffield Hallam University's Outdoor We contacted climbing, MTB and Recreation Research Group (ORRG) were appointed by road cycling businesses to inform the City Growth project team as a research partner to them about this adventure short support the development of the Adrenaline Breaks break project, and to ask if and how project. Our remit included a 'mapping and gapping' they would like to be involved in its audit, expert support and project evaluation. development. We have consulted with a wide range of lo cally-based We received a positive response organisations and individuals representing the three core from every business contacted. activities to gain views based on local knowledge and Businesses were then invited to expertise in climbing, mountain biking (MTB) and road attend a commercialisation event cycling. on 19th April to investigate their In tota l, more than 20 semi-structured, in-depth potential involvement and what interviews with a wide range of businesses, key support can be accessed. stakeholders and both novice and more experienced activity participants from the three sports SUMMARY have taken place. Interviews lasted from 30 minutes to two hours in length and themes focused on: good practice within other Our research identified 10+ destinations offering these activities, challenges and gaps climbing related businesses and in existing provision in Sheffield and the Peak District, 30+ cycling related businesses in product development and itinerary suggestions, Sheffield. In addition to these, 16 suitable accommodation and transport options for multi-activity providers operate in activity participants. the local area, plus a further 11 Following this initia l exploratory stage, we hosted an residential outdoor activity evening discussion event with 30 businesses and activity centres. participants. The purpose of this event was to ascertain These id entified businesses offer their views about their best activity holiday and how this scope to expand existing offers / could be translated locally, more detailed suggestions for product ranges to meet the need adventure short break itineraries and options, and of a new tourism market within consideration of how we could create such short breaks Sheffield. and which businesses or individuals could be involved. This report is split into three core sections: firstly it highlights 'what's special?' about climbing, the key gaps and challenges to overcome, product development suggestions and itinerary menus. Then the focus shifts to cycling and what is special about mountain biking and road cycling in Sheffield, gaps and challenges, and product development suggestions. We then consider the 'wider offer' for short breaks and summarise options for accommodation, transportation and Sheffield's night time economy. Page 2 SHEFFIELD What makes it the 'climbing capital of the UK'? With open countryside beginning only 3 miles from the city centre, world Proximity class climbing locations can be reached within 10 minutes by car. The Peak District has continuously been at the forefront of difficult climbing, with intrepid visitors coming to test their skills since the late History 1800's, and currently boasts one of Britain's most difficult route. Sheffield was also home to the UK's first indoor climbing wall, as well as some of the first cult classic climbing films like 'The Real Thing' and 'Hard Grit'. With four indoor climbing walls within walking distance of the city centre, rainy days need not signal the end of climbing. Home to a wide range of Industry climbing brands, from equipment manufacturers to activity providers, Sheffield is a real 'hub' of climbing industry. Sheffield has been home to some of the best climbers in the world, from legends of the sport such as Ben Moon and Jerry Moffatt, to modern-day superstars like Shauna Coxsey, as well as those who bridge the gap like Icons Steve McClure. Many of the current GB climbing team base themselves in Sheffield, giving climbers access to some of the best coaches and facilities in the country. With over 10,000 routes recorded in the Peak District, the area can provide climbing to suit all styles and abilities. Home to the renowned Peak District Quality gritstone (or 'God's own rock' to some locals), this unique type of rock is not found in equivalent quality or quantity anywhere else in the world. HOW DOES THIS MEET THE REQUIREMENTS OF THE MARKET? Market data suggests that the concept of combining city and nature is very appealing to the target market; the ability to enjoy natural landscapes and adventures 'on the doorstep' of the city is seen as a unique concept. Feedback suggests that not all visitors are going to be highly trained climbing enthusiasts, seeking out the toughest routes. Some will simply want to incorporate a day or two of climbing into their other activities; the proximity of world-class crags to the city makes this possible. Sheffield is well prepared to cater for casual visitors, with sufficient variety of both outdoor crags and indoor walls for even first time climbers. There is a need to highlight both the unique challenge offered to experienced climbers, along with the breadth of opportunity for beginners and casual climbers who may just wish to spend a few hours or part of a day incorporating climbing into their trip. Page 3 THE SHEFFIELD CLIMBING SCENE Our research incorporated an audit of current climbing provision. This h elps to quantify the scale and scope of the local climbing offer. Subsequent consultation and engagement activity has helped to identify interested individuals and businesses within the sector that would like to be involved in product development. 4 10,000+ 12 indoor walls routes to climb climbing clubs People move to Sheffield because of the outdoors and many students choose to study here because of this. Burbage and Stanage are on the doorstep and are really accessible a few minutes from the city centre. Sheffield has a history that no other city has. The Peak District is a historical hub for the development of climbing, particularly throughout the 80s and 90s. The Works is the best set of bouldering climbs in the UK, as staff include the head route setters for the World Climbing Cup & it is owned by people with a lot of passion and knowledge about climbing and the industry. The setting there is world class. Stanage is talked about across Europe and is world-renowned for quality single pitch trad climbing which is easily accessible, making it very appealing. 11 16 10+ residential outdoor activity shops and act ivity centres pro viders busin esses What makes a destination work for a climbing/multi-activity holiday is that everything is laid on: affordable accommodation, easy access to the crags and good transport from the airport etc..
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