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, , 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.

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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 , 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.

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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 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... It’s all about the ease of the break. If you can sort the logistics of it, Sheffield and the Peak District sells itself .

A lot of climbers are easy going and just go with the flow on their rest days so they will go and do something sporty if their friends are doing that, or something non-sporty instead.

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CURRENT CLIMBING PROVISIONS IN SHEFFIELD

INDOOR WALLS - TOP 3

1. The Climbing Works - Opened in 2006, for many years this was the world's largest bouldering centre. Owned by former professional climbers and international route setters, 'The Works' is renowned for quality climbing and hosts the Climbing Works International Festival, attended by professional athletes annually. The Works has dedicated training areas as well as a dedicated 'Mini Works' for juniors of all ages to develop their skills.

2. The Foundry - This was the first dedicated climbing centre in the UK, opened by local legend Jerry Moffatt in 1991. The Foundry has a 13 metre lead climbing wall, as well as space for bouldering and a training area. There is also a function room and well stocked shop for any gear required for outdoor excursions.

3. Awesome Walls - Since opening in 2013, Awesome Walls has successfully hosted significant competitions including the British Lead and Championships. Awesome Walls was the first in the UK to be awarded National Performance Centre status by the British Mountaineering Council. Indoor climbing walls & public transport routes

OUTDOOR CRAGS - TOP PICKS

1. Rivelin Edge - A low-level, south-facing outcrop, coming in to its own in Autumn and Winter when rapid drying and sheltered edges remain climbable while other areas are frozen.

2. Stanage North - The first section of the edge to be described, this area tends to be more quiet, perfect for finding some solitude during the busy months.

3. Stanage Popular - The highest and most continuous section of the edge, supporting routes up to 23 metres. Filled with classic climbs, this area is one of the most popular in the Peak District.

4. Stanage Plantation - An extremely popular area for trad climbers and boulderers alike, virtually continuous gritstone of outstanding quality is found along the edge and in the boulders below. Outdoor climbing walls & public transport routes 5. Burbage - With lower edges and routes in the lower to middle grades, this area caters well to casual and beginner climSbeTrAs. KEHOLDER ENGAGEMENT

6. Lawrencefield / Millstone Edge - Gritstone quarries provide some of the most inspired climbing in the Peak, with sheer walls, smooth corners and hairline cracks, all sheltered from the elements.

7. Froggatt / Curbar - Curbar has a strong reputation for fierce, strenuous routes on overhanging walls, intimidating for lower-level climbers. Froggatt has a combination of natural and quarried rock, giving more variety in style and difficulty.

8. Horseshoe Quarry / Stony Middleton - One of the original development grounds of hard limestone climbing, cliff faces up to 50 m high offer excellent mid-range .

9. - One of the most popular venues in the Peak with a collection of lower- routes. Many routes have nautical themes, an ode to the monument on the cliff-top to Nelson's victory at Trafalgar.

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KEY CHALLENGES AND GAPS

Through consultation with local climbing activity providers and the wider climbing community, a number of key challenges and gaps in the current provision of climbing short breaks in Sheffield were identified. However, there is also huge potential for product development, some of which are 'quick wins', and the climbing community are very supportive of this project.

Accommodation Transport

· Lack of budget accommodation, which is · Getting to the climbing crags is not easy by sought by climbers (e.g. bunkhouses, public transport. Currently climbers need a campsites, self-catering, and budget hotels, car or they must join a guided course where B&Bs and hostels) transport is included. Inadequate transport could 'kill demand' · Lack of climbing friendly accommodation which can accommodate the equipment for · No local airport / easy travel from nearby such a holiday, facilities to dry equipment airports and clothing, and a 'hub' for climbers

Information Other · Variabil ity in climbing instructors and · No central platform where visitors can find different approaches to climbing instruction out about each component of a climbing (old vs new school approaches) short break in Sheffield · Lack of courses which provide transition opportunities for those who climb indoors to climbing outdoors

· Climbing activity providers currently focus on the DofE, corporate or family markets and their website may not appeal to the target market.

There’s no middle ground between the providers and the climbers – no joining of the dots. Work needs to be done on taking the punters to the providers. Currently, climbers have to be very proactive in finding providers. It would be difficult for new climbers coming into Sheffield to know where to look .

What is lacking are bunkhouses, campsites and cheap accommodation. Climbers also want safe storage for their equipment and possibly a dry room.

It’s almost impossible to get to the crags without a car. Getting people out climbing from their accommodation will be a key challenge for short break providers.

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PRODUCT DEVELOPMENT (ADDRESSING THE CHALLENGES)

Through consultation and analysis we have identified the following actions which should be considered as part of the product development process.

Overall Accommodation · Climbing activities need to be categorised · Provide 'personal' types of accommodation, and promoted as beginner, intermediate and such as B&Bs, AirBnB, pubs and small hotels advanced levels that welcome climbers, their equipment and · A platform is ne eded to connect climbing muddy boots, and provide a 'hub' buddies and local advisors/ambassadors with · Focus on accommodation in the city centre the target market or on the outskirts of the city close to the · The hire of climbi ng equipment needs to be crags readily available to visitors · Prov ide a kite-mark style standard for · There is interest in the pro ject from a range of activity providers, including the indoor accommodation that is deemed 'climbing climbing walls. The indoor walls offer a 'hub' friendly', inc. AirBnB. which bring together expertise (coaching and guiding), equipment, existing reputation and marketing channels. As such they offer a 'quick win' in terms of coordinating an offer for visitors. Information · There is an opportunity to host friendly events at local climbing walls to coincide with · There is a need for a single platform key times when the target market are visiting. where visitors can find information on These should be open to differing levels of activity, equipment hire, climbing skill and experience and include a wider social retail, transport and accommodation element e.g. a 'climbing festival'. providers, as well as restaurants and pubs · Climbing guides and other useful information to be created. e.g. a map showing climbing wall locations, information about the crags (location, where to park, best place Transport to climb for each level, equipment needed for each route etc.), articles such as 'top 10 classic · Identify preferred car hire suppliers as many climbs' and a 'what's on' guide. climbers prefer to 'fly drive' and bring their · Develop a membership scheme own equipment · Develop an app · Create a partne rship with a local taxi hire · Promote famou s Sheffield climbers company · Promote via Instagram (rather than Twitter) · Consider a 'hop on, hop off' bus service · Utilise UK Climbing. This website is used by around the climbing crags and the Peak UK and international climbers. District · Advertise in the Peak RockFax books and · Car sha ring is used by a lot of local climbers, their website especially those in their 20's. Linking with a · Utilise custo mer reviews and ratings as car share/pool website would be appealing to these will help people make their decision on this market. the components of the short break.

· Evening activities in the centre could include discounts at local restaurants and cafes

Itineraries could offer complementary activities to climbing - e.g. yoga, pilates, movement sessions, fell running and hiking

Itineraries need to organise/advise on the logistics for target markets so that they are not wasting time on researching transport options, best places to climb for their level etc. when on short breaks

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CHAMPIONS

Shauna Coxsey MBE - The most successful British climber of a generation, Shauna is 5-times British and two-times World Bouldering Champion. In 2014 she became the third female ever to climb the grade 8B+ (V14). Always popular among the climbing community, Shauna currently has over 340,000 followers on social media.

Steve McClure - A household name among climbers, Steve has been at the top of the game for decades. He climbed the second hardest 9a sport route in UK history in 1998, followed by the first 9a+ in 2007, and the first 9b in 2017.

Jerry Moffatt - A pioneer of climbing in the Peak District, Jerry put up some of the most difficult and groundbreaking routes throughout the 80's and 90's. Starring in some of the most cult classic climbing films like 'The Real Thing' and 'Hard Grit', Jerry is internationally renowned among the climbing community. Jerry also owns and runs The Foundry climbing centre, as well as a hotel in the city (Sleep Hotel).

Mina Leslie-Wujastyk - Mina made her name as a competition climber but has since turned her attention to outdoor routes. She was the first female to climb F8c on British soSil TaAnKd EhHasOLDER ENGAGEMENT completed numerous iconic routes like 'careless torque'. Mina is a Vice- President of the BMC and her videos on Youtube have amassed over 5.5 million views.

There is significant potential to engage with local climbing icons as 'champions'. These champions could promote the project through their wide ranging networks.

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CLIMBING - ITINERARY SUGGESTIONS WHAT COULD YOUR TR IP TO SHEFFIELD BE LIKE?

A multi-activity break (a combination of climbing and mountain biking in particular) could be very appealing to climbers of varied experience levels.

To overcome the challenges of the British climate, providing wet weather alternatives as part of the bookable product is needed. Longer itinerary options must include rest days, which can be used to explore the city or the Peak District.

Due to the expressed need for flexibility and independent exploration, itineraries should be in the format of a menu of options and ideas, rather than a prescribed schedule of activities.

Beginner/Lower Intermediate/ Intermediate Climber Advanced Clim ber

Breakfast/ Lunch/ Burbage: Refreshments· A premie r gritstone crag which is easily accessible from Sheffield. Burbage North has a wide selection of high quality, Hathersage: Outside shop’s short, friendly, lower-graded routes with good descents. café, The George Hotel, The Burbage South offers tougher routes and great bouldering Scotsman’s Pack Country Inn problems. Burbage: The Fox House Inn Froggatt: The Grouse Inn, Chequers Inn Stanage: Grindleford: S tation Café This icon ic and world renowned crag offers over 1 mile of top quality gritstone with around 2,000 routes. The 'Popular' area has plenty of lower-graded, short routes and easy descents. There is also an outstanding range of tougher routes and classic Dinner (city centre) climbs. Craft and Dough Pointing Dog Froggatt Edge: Millstone Edge: Silversmiths Offers a variet y of well- A popular quar ried The Broadfie ld protected crack climbs for gritstone crag with smooth, Wagon and Hor ses beginners, exceptional slab vertical slabs, imposing The Forum climbs for the more corners, challenging cracks The York experienced and bouldering and bold arêtes. opportunities. Great crag for escaping bad weather. Drinks (city centre)

Curbar Edge: The Devonshire Lawrencefield: Excellent nat ural gritstone Beer Engine A sun trap in su mmer and crag with quarried areas and Brew Dog sheltered from the wind, this some demanding, bold Bungalow s and Bears easily accessible crag climbs. A good mix of Fat Cat features some classic routes buttresses and classic steep Sheffiel d Tap in quarried bays. cracks.

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SHEFFIELD

A top pick for mountain biking

Lots of big hills, purpose built woodland tracks, natural trails and great Terrain views make Sheffield one of the most dramatic cities in the UK for downhill and cross country mountain biking.

Sheffield is home to the UK's only inner-city mountain bike trail, Parkwood Springs, which is less than one mile from the heart of the city centre. It is Proximity possible to ride from the city into many different areas of countryside within 10-15 minutes. Direct, uninterrupted access out into the hills of the Peak District is available within minutes from the city centre by bike.

Ride Sheffield are a powerful advocacy group which use the collective might of Sheffield’s mountain bike community to improve, preserve and Scene promote access interests for mountain bikers. They have been instrumental to innovative local trail development over recent years.

Sheffield is home to downhill mountain biking world champion Steve Peat. Iconic 'Peaty' is an international star in the downhill mountain biking world. He has a huge worldwide following and is soon to embark on a 21 date UK tour 'bikes and beers'.

Sheffield's cycling opportunities cater for all abilities from beginners to Variety elite. We have purpose built trails which are suitable for all the family to try mountain biking, along with extreme downhill trails and challenging routes within the Peak District for experienced cyclists.

HOW DOES THIS MEET THE REQUIREMENTS OF THE MARKET? Market data suggests that international visitors may prefer a less 'adrenaline' based offer when it comes to mountain biking. The most popular concept tested was a bike ride through the Porter Valley which offers more in terms of stunning scenery than technical trails. Sheffield's offer is well suited to this type of biking with beginner and family-friendly trails, such as Lady Cannings and Parkwood Springs, on offer.

Photo credit: The Outdoor City

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SHEFFIELD

World Class Road Cycling

Explore the beautiful countryside and pretty villages on the quiet roads Routes that surround Sheffield. If you like climbing hills, you are spoiled for choice, including conquering the sign-posted Tour de France 2014 climbs.

With Sheffield being in the boundary of the Peak District National Park, Proximity quiet roads in picturesque scenery are only a 20 minute ride from the city centre.

Sheffield has a great cycling community. Whether you come across a club when you are out on a ride, visit one of the many cycling cafés in the city or Scene attend one of the annual local, national or international cycling events hosted by Sheffield, there is plenty of inspiration, energy and enthusiasm to be drawn from this passionate local cycling community.

Sheffield is a hub for road cyclists and hosts a range of national cycling Events competitions, including the Tour de Yorkshire, the Sheffield Grand Prix and the brand new Kelham Island Cyclocross.

There are routes for all abilities and everyone can enjoy the beautiful views. The area provides so much variety for you to explore - expanses of Variety moorland, reservoirs, rolling countryside passing small fields with dry- stone walls, craggy gritstone edges and swooping descents - all on well- surfaced roads.

HOW DOES THIS MEET THE REQUIREMENTS OF THE MARKET? Market data suggests that, more so than people with an interest in mountain biking , some road cyclists would like to be challenged whilst on holiday. However, they are also looking for a balanced holiday, especially as they are likely to travel with friends and partners. Therefore, experiencing the natural beauty of the area, enjoying a post-ride drink and engaging with local people are key elements of a trip. Sheffield is well prepared to cater for both the enthusiastic and casual cyclist, with a variety of rides on quiet roads that take in the natural beauty of the area, cycling friendly cafes to curb 'bonking' and hill climbs for those who are looking for a challenge on their short break. The proposition must highlight: the natural assets of the area, the varied landscapes, the quiet country roads, the opportunity to ride challenging hill climbs, the swooping descents and the passionate and welcoming cycling community in Sheffield.

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THE SHEFFIELD CYCLING SCENE

Our research incorporated an audit of current cycling provision in Sheffield. This helps to quantify the scale and scope of the local cycling 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.

32 23 6 cycling clubs retail shops repair and and groups and businesses se rvice centres

The weather in Sheffield is actually a selling point - in Scandinavian countries there is snow from November - March so people can't ride. Some of the trails here are good to ride in the wet

Sheffield offers a wealth of rides for every level, from beginner to advanced

Cyclists have the unique opportunity to ride from the city to the countryside in minutes

HIGH PROFILE EVENTS CALENDAR Urban CX A new and innovative race concept Sheffield Grand using iconic Sheffi eld features Prix High tempo criterium racing involvin g world class riders Tour de Yorkshire Big name riders, generating ove r £60million for the Yorkshire economy Steel City DH Over 3,000 spectators a nd riders aged from 10 to 70 competing Magnificent 7 alongside professional athletes Growing profile as part of the Outdoor City weekender

Different mountain biking conditions e.g. XC, downhill, enduro, built, natural....

Lots of quiet roads with beautiful scenery, yet challenging hill climbs for road cyclists

Sheffield could offer cycling holidays for all budgets and abilities

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KEY CHALLENGES AND GAPS

There was a consensus from all stakeholders consulted that Sheffield has fantastic facilities for both mountain bikers and road cyclists. The gaps in the offer / challenges that visitors would face are mainly related to: transportation (getting bikes to and from Sheffield and getting around the city once they are here), accommodation (a lack of cycle storage and facilities) and general logistics (bike hire, information, mechanical support, coaching / guiding, groups).

Accommodation Transport

Lack of suitable accommodation with Bringing your own equipment can be secure bike storage, bike wash, facilities costly on the plane and transfers to Lack of different types of Sheffield would currently be challenging accommodation, in terms of price (e.g. (limited space on trains / a lack of space bunk houses, campsites etc.) and places in vehicles for bike transfers) with common / social spaces Currently there is no shuttle bus Limited information or suppo rt for between trails, or to a good start point cyclists available from accommodation for rides, and there is no uplift for MTB providers

Logistics Other

No 'hub' for cyclists Shortage of qualified MTB coaches and Lack of bike hire (ran ge of bikes, quality of guides, and led rides for both MTB and bikes, bikes for all price ranges) road cycling Challenges of bringing your Porter Valley is very busy at peak times. own equipment (plane, transfers to The hill also makes it a difficult route out Sheffield, storage at the of the city for beginners and intermediate accommodation, bike cleaning/repairs) riders Cycling out of the city is challenging, as Multi- activity providers currently focus all routes involve an ascent, which visitors on the family market and need marketing may not be used to. International visitors support to tailor their products to appeal might be nervous about cycling on the to international visitors other side of the road and some roads are Local knowledge of MTB trails and road very busy cycling routes is not shared very well The Sheffi eld cycle offer for tourists could Lack of GPX/downloadable route be viewed as disjointed. There is a lack of information connectivity between key areas of Some MTB s ites are difficult to navigate mountain biking both in terms of as there is a lack of signs infrastructure or in terms of support

There are currently challenges with bringing your own equipment. These include: on the plane, transfers to Sheffield, secure storage at the accommodation and bike cleaning / repair services

There needs to be a safe starting point / base for the holiday. Cycling out of the city centre is not always a great experience. Many visitors may not be used to hill climbing. All routes out of Sheffield involve a hill climb

Trail maps and guides are sometimes missing in places. We do not currently share local information well

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PRODUCT DEVELOPMENT (ADDRESSING THE CHALLENGES)

Through consultation and analysis we have identified the following actions which should be considered as part of the product development process.

Overall Accommodation Create a cycling 'hub' (e.g. a bike shop, café, A mix of city and more ru ral cycle friendly accommodation provider, hire facility or accommodation for all budgets and pub), which can serve as an information requirements is needed (self-catering, point and a start point for rides budget, mid-range, luxury and AirBnB) More guides and instructors wi ll be Le Tour de France Grand Depart needed. Provide training opportunities (Yorkshire legacy) created useful resources It would be beneficial to work in to help accommodation providers to partnership with the Forestry Commission become more cycle friendly, these should to allow MTBs 'official' access to Wharncliffe and to provide uplift facilities be developed and an 'approved as cycle (this would add value for local riders too) friendly' or recommended accommodation Signpost MTB and road cycle routes out o f list is needed the city - with connections to cycle hubs Some visitors may prefer to stay with a Install charging points for e-bikes (e-bike s local family, e.g. 'dine with the Danes', are used extensively throughout Europe). Accommodation options near Kelham Additional e-bike hire options may be Island would be also useful needed at some stage (subject to demand) Local cycling clubs or cycling enthusiasts to offer 'ride buddy' sessions Create experiences attach ed to key events, Information such as social rides, guaranteed entry and special packages, as well as key times of Create GPX/downloadable routes and a the year (gritstone sunset, bluebell woods cycle map of Sheffield and heather moorlands). Create a calendar of e vents Create an app and/or websi te to provide a central point for information on bike shops, routes, events etc. This could be split into sections, such as winter, summer, Transport ability etc. Offer 'peda l peak points' or create an activity multi-pass. Collaboration between Travel options that can accommodate bikes businesses would strengthen the product - (public transport? or pick up services) may this might include developing a consortium be needed to transport guests to a suitable / bike hire syndicate scheme start point for their ride. This will negate Submit a statement of intent to host the having to cycle on busy and steep roads out International Mountain Bike Association of the city centre (IMBA) Summit Public transport o r pick up services to bike Develop conten t with local 'experts' e.g. hire locations are also needed Simon Warren, the author of 100 Best Local companies may be intere sted in Climbs, writing about Sheffield routes running shuttle services Create promotional videos with local Car and van hire compan ies need to be part cyclists (enthusiasts and professionals) of the project delivery partnership

There have been a wide range of expressions of interest from businesses with the enthusiasm and capability to address some of the gaps and contribute to product development. More examples can be found on page 21.

Adam @ Trail advantage: I would love to be able to deliver guiding and coaching if required….I would be happy to consider taking on a coordinating or support role, happy to discuss

Simon @ 100 Climbs: From the outset I can write you blogs and provide content both words and photos for any promotional material highlighting the roads, and more importantly the hills in the peak district and beyond (if you look at my blogs I do all my own photography). I have good reach through my social media with almost 10K Twitter followers, mostly cyclists, and 16K members of my Strava club.

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MOUNTAIN BIKING - ITINERARY SUGGESTIONS

WHAT COULD YOUR TR IP TO SHEFFIELD BE LIKE?

Ride Sheffield and other project stakeholders have been engaged and enthusiastic in the development of itineraries. Ride Sheffield have offered to pull together a series of detailed itineraries which would be a useful asset to support the next stage of product development.

The options below provide a general overview of flexible options which would combine opportunities to ride both on natural terrain and man-made trails. Some of these options could be marketed as family- friendly itineraries or to beginners as taster days. They do not all require high levels of skill or fitness but include wide ranging fun options for a day on a bike.

One day options Options for Day 2 Breakfast/ Lunch/ Refreshments·

The Grind Cafe or Bakery Easy: Easy: Depot are great options Porte r Valley Mons al Trail close to Parkwood Springs Houndkirk White Peak Lady Canni ngs Stoney Endcliffe Park or Forge Dam Parkwood Spri ngs cafes are ideal for rides in the Porter Valley and the Norfolk Arms pub is directly across Mid: Mid: road from Lady Cannings Black amoor Lady bower Houndkirk After a day's riding at Greno Lady Canni ngs Woods or Wharncliffe, the Eastern Moors Top Red Lion pub in Grenoside is great for food and drinks

Hard: Hard: Street food or Greeky greek - Greno Woods Hayfi eld / Jacobs for a quick bite mid-ride Wharncliffe - catch the train o ut and back Dinner Head to Kelham Island or into the City Centre One day ride in the Peaks Ladybower loop - cafe st ops / hope etc. Drinks Mamtor to Hayfield The Bro adfield or Brothers Winhill Arms (bike racks) Lescar and Fat Ca t Cricket Inn (bottom of Multi activity options: Blackamoor) Walking - Padley Gorg e, Rivelin, Kinder, Stanage Edge Norfolk Arms (Lady Climbing / Bouldering - The Works, Foundry, Awesom e Walls Cannings) BMX pump tracks (day or evening) - Totley, Bolehills, Charnoc k Top Red / N orfolk Arms (Grenoside)

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ROAD CYCLING - ITINERARY SUGGESTIONS WHAT COULD YOUR TR IP TO SHEFFIELD BE LIKE?

Whilst Le Tour de France's legacy route and the Cycling Sheffield team both offer opportunities to challenge experienced and skilled cyclists, there are a wide range of opportunities for beginners to sample road riding as part of a social trip, or for intermediate riders to enjoy Sheffield / the Peak District.

Beginner and Lower Intermediate 'Roadie' – Taste of the Peaks

Under 20 miles: 20-30 miles: Post-Ride·

This ride has it all - moorland, Visit the picturesque village Amici and Bici craggy edges, pretty villages, of Hathersage and the Forge Bakehou se quiet roads, descents and historic village of Eyam. Brigazzis climbs. The route will take you Return via Grindleford to Nonnas under the imposing Stanage Fox House and enjoy views Edge and through the of the open moorland before picturesque villages of Bamford descending into Sheffield. and Hathersage before returning to Sheffield. This route can be extended by a Dinner (city centre) detour along the Ladybower Reservoir to Fairholmes for Craft and Dough· lunch. Pointing Dog· Lunch: Café on the Green, Silversmiths· Lunch: Coleman's Deli, Eyam The Broadfie ld· Hathersage or Fairholmes, Wagon and Hor ses· Upper Derwent Reservoir The Forum· The York

Intermediate and Advanced 'Roadie' – The Sportive Rider and Hill Climber

30-40 miles: 30-40 miles: Drinks (city centre)· This ride takes you to the The climb out of Sheffield is picturesque and historic village rewarded by a long descent The Devonshire· of Eyam, via Grindleford, with exceptional views into Beer Engine· before continuing onto Foolow. . Quiet undulating Brew Dog· The climb to Abney provides country lanes take you to Bungalow a nd Bears· breath taking views and the Hassop and Longstone. The Fat Cat pretty village of Hathersage is climb out of Longstone Sheffiel d Tap the perfect spot for lunch provides exceptional views. before the climb back into Eyam, a pretty and historic Sheffield. This ride can be village, provides a beautiful extended by a detour to location for lunch before the Tideswell. climb out of Grindleford to Sheffield. Lunch: Coleman's Deli, Hathersage or at the Peak Lunch: Café on the Green, Parlour, Tideswell. Eyam

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ACCOMMODATION

Sheffield is a major city, the fourth biggest in England, with over half a million residents. Accommodation options are in plentiful supply although accommodation, on the whole, is not specifically targeted with the outdoor enthusiast market in mind e.g. there are a limited number of accommodation options currently promoted as 'cycle friendly'.

THE ACCOMMODATION MIX Sheffield 306 AirBnBs There are hundreds of accommodation options in and around the city, however our audit has Peak District identified suggested options both within the city centre and on the edge of the Peak District. Our list 57 AirBnBs contains major chains and smaller independent hotels, traditional B&B's, and pub accommodation. An initial search identified four AirBnBs that actively promoted themselves to climbers and cyclists, offering suitable storage, equipment loan and local advice on where to 23 40 climb and ride. This is likely to be the tip of options in options in the the iceberg in terms of AirBnB options that Shef field Peak District would happily promote themselves to this market but don't explicitly mention these activities at present.

Our research identified two major international hotel chains, Holiday Inn (which has 2 Sheffield hotels) and Premier Inn (with 4 city hotels), which are already promoting their accommodation specifically to outdoor enthusiasts. Premier Inn has launched an ad this year which promotes a 'cycle-friendly approach' "We’re proud to say that every one of our hotels are bike friendly. Whether you want to keep your bike in your room or have it stored away safely, the choice is completely yours". https://www.premierinn.com/gb/en/why/bik e-friendly.html

The Holiday Inn chain encourages customers to run from their hotels and weSlocmome erse gsuideesntsts t oe x"wpreeasrs eydo ucro rnucnenrinnsg gaebaoru wt ith pride" with some hotels alstoh ep rcoomndoittiinogn roufn gnrinege nr osuptaecse #s raensdta pnadtrhusn .and htftepl:/t/ thimast utthteosne.t wv/peorert nfoolito s/ahfoeli tdoa yu-sien.n-well-w orn-trainers

Sheffield is also home to a variety of smaller hotels and B&B's which are ideally placed to offer a more personalised service to visitors. The Norfolk Arms in Ringinglow is situated in the heart of climbing, mountain biking and road cycling terrain and offers opportunities to participate in activities right outside the door. Page 17

TRANSPORT Sheffield is a major city, with good transport links. Our audit included consideration of the point of entry requirements / potential trav el options for Northern European visitors to and from the UK. As expected Manchester is the core airport for inbound and outbound flights with a significant number of daily fights to and from a range of airports. In particular there are fast, low cost flights from numerous German cities into Manchester. We also summarised the flight options to and from East Midlands and Doncaster airports. Other feasible options could include Birmingham, Leeds Bradford, Liverpool and Newcastle airports and access via Hull by ferry.

THE FLIGHT OFFER

Manchester Direct one w ay flights from Germany East Midlands

Nurembe rg 5 per week from £15 Direct one way flights from Frankfurt 6 per day from £15 Germany Berlin 3 per day from £18 Berlin 2 per week from £18 Hamb urg 4 per day from £13 Hollan d Stuttgurt 4 per wee k from £15 Amsterd am 6 per week from £35 4 per day from £41 Dusseld orf 3 per day from £35 Cologne 2 per day from £12 Denmark Doncaster Copenhag en 4 per day from £21 Direct one way flights from Norway Holland Oslo 2 per day from £16 Amsterd am 6 per week from £22 Neth erlands Eindhoven 1 per day from £17 Amsterdam 10 per da y from £23

Finland Cost of bike carriage Helsinki 4 per day from £60 from £20 each way Sweden Stockho lm Arlanda 2 per day from £40

8 36 Car / van hire Taxis / Transfer compa nies compan ies

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NIGHT TIME ECONOMY

Sheffield is home to two large universities, The University of Sheffield and Sheffield Hallam University, which gives the city a combined population of around 60,000 students. The number of students contributes to the city's vibrant feel, with thriving nightlife, a plentiful supply of quality restaurants and cafes, cultural experiences and friendly welcoming atmosphere. Sheffield is known for its music scene and has a strong sporting history. Our audit included collating details for a wide selection of independent places to eat and drink, to suit a wide variety of tastes. Additionally, we have mapped live music venues, entertainment, sporting attractions, parks and outdoor opportunities, shopping, relaxation and culture.

THE WIDER OFFER

76 19 27 10+ Independent Sporting Sheffield pubs , Peak Dis trict attraction s inc. the Live mus ic bars, cafes and pubs and cafes world's oldest venues / restaurants football team nightclubs

Sheffield has a wide range of city centre On a rest day from biking or climbing, there eateries, cafes and bars which are perfect for are numerous other sporting attractions on relaxing and re-fuelling after an active day. offer, including a 50 metre international We have also provided a list of 19 places swimming pool, high ropes courses, and within the Peak District that we consider to watersports at Rother Valley. Additionally, be good options for breaks during activity spas, museums, parks and wildlife and days: for breakfast, lunch, afternoon tea or cultural attractions are all on offer. Sheffield coffee and cake, or for refreshments at the is home to 3 theatres and 3 independent end of the day. cinemas.

Meadowhall in Sheffield is a major shopping Sheffield is home to two large football clubs destination that brings together over 280 shops currently competing in the Championship, so Aug- under one roof. The city centre also incorporates a April may present the opportunity to attend a wide range of shopping options with other areas match. The city is also home to the world's oldest such as Ecclesall Road and Abbeydale Road football team which may be of interest to visitors offering smaller, independent stores. from football-loving nations.

The Norfolk Arms is a historic Grade II-listed coaching inn that offers B&B accommodation (13 bedrooms) in an idyllic countryside location, with spacious grounds and stunning views. - A full bar and food service - Wedding and events venue - Professionally guided local walks

Due to its proximity to biking routes (road and MTB), which literally start from outside the door, and climbing crags, the Norfolk Arms is a good choice for food and drink at any time of day. There is also an active guided walk programme from the pub which includes a meal afterwards .

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SUMMARY S.W.O.T

Strengths Weaknesses

The city + outdoors offer has been Sheffield doesn't have a clearly defined universally well received by potential tourism offer (there is no tourism office, markets or 'go to' website / central portal etc) Strong o utdoor city networks will support A lack of accommodation which is ge ared product development opportunities up and friendly towards cyclists and Sheffield has unique natural asse ts that climbers cannot be replicated elsewhere Informat ion to enable tourists to find The Outdoor City is a strong brand with their way around and to access cycling growth potential and climbing opportunities isn't readily Much of the req uired product for a short available break is already in existence - it just needs There is a lack of cycling coaches and to be enhanced, extended and connected up guides (maybe for climbing too) Ride Sheffield is a major asset and should be The logistics needed for an easy and involved in the project to provide advice 'hassle free' short break aren't all in place. and expertise Transportation and logistics need There are k ey individuals who could development work. coordinate and support the product Greater publicity to businesses is needed development offer

......

Opportunities Threats

The Outdoor City is a strong brand with City centre accommodation offers pros growth potential and cons. It has great access to Local champions and advocates offer the infrastructure (shops, bars, cafes and potential to promote Sheffield to a wide STArKesEtaHurOanLtDs) EbRut EthNerGe Ais GanE iMssuEeN ofT how audience to get visitors out onto nice cycle A conne cted and enhanced offer will friendly routes in a safe and enjoyable increase opportunities for local people and way. In market research also highlighted UK visitors, as well as international tourists a desire for more rural accommodation Enthusiasm to engage with the project from options local businesses has been impressive Sheffiel d doesn't have a comprehensive Sheffield has strong and vibrant cycl ing and off-road cycle network and it is climbing communities. These provide the important to consider how to safeguard opportunity to work collaboratively to cyclists who are used to travelling on the develop products such as a cycle hire other side of the road or in traffic-free syndicate which could provide a connected cycle lanes. Additional interpretation or offer to tourists support may be necessary The recent intro duction of the ofo bikes in The original 'adrenaline br eaks' concept the city might be an asset for the project might be too hard core for the market Sheffield does have AirBnB accommodat ion There is currently a lack of connectiv ity options but there is no easy way to connect between different activity providers and 'hosts' or coordinate this the wider offer

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EXPRESSIONS OF INTEREST

To date this project has received unanimous support from the local climbing and cycling communities. There was significant enthusiasm to be part of a discussion group to develop project ideas and to attend a commercialisation workshop to find out more.

"It’s great to be involved. [There's] Not many cities that could even try this!" "I'm really looking forward to getting involved in the city, we chose to move f rom London to Sheffield because of the potential it offers for both culture and adventure"

The following quotes illustrate the range of potential to engage stakeholders in this project as part of a wider delivery team, using cycle shops and activity providers / companies who already offer packages as examples.

Jaime @ True North Adventures (activity provider):We are really keen to get involved. We could develop a fleet of road and traditional mountain bikes so we have a choice of disciplines, and have guides on hand to be able to offer the full experience to guests enjoying the delights of Sheffield.There might also be potential for just hiring the bikes, dropping them at the hotel or arranging pick up at our premises and self-guiding, using pre-programmed GXP files on garmins or on phones, with printed maps as a back-up.

Alan @ Gritstone Adventures:We have a range of itineraries for adventurous outdoor activities in the Peak District which include , abseiling, walking, gorge scrambling and caving. We already cater for people from all over the UK, Europe and sometimes beyond. We have intimate local knowledge and our business is driven by enthusiasm and a passion for the outdoors, in particular the Peak National Park.

Andy @ Spin Cycle Tours: We are interested in designing short break schedules in and around Sheffield/Holmfirth/Peak District for tourists and have a section on our website for this development. We offer package breaks to Norway, Spain (Majorca) and France for mainly American tourists. Mostly though, they tailor their holidays according to individual clients. We have our own accommodation for up to 26 people in Holmfirth. People can stay on a full-board basis. We are very keen to develop short cycling breaks in Yorkshire.

Marco @ Gusto Cycling: There would be interest in offering cycle packages in Sheffield to the peaks on my website by providing a page offering cycle options and ideas for a weekend. HIGH PROFILE EVENTS CALENDAR Si @ 18 Bikes (bike shop):As a shop, we have potential to help with acting as a meeting place/linkup/advice and all of that. There’s also the p ossibility of us moving back into bike hire and maybe guiding if there’s enough demand.[We could offer] routes designed to meet the ability needs of smaller groups e.g. separate routes for beginners / intermediates and advanced riders that have the same start point and finish point.

Russell @ Russell's Bikes (bike hire): As a bicycle shop that oTffoerus cry cdlee h iYreo arnkd sthoriargee, I see our business as a transport facilitator for people coming to take part in activities. We have just Sintveeestle dC init ay sm DalHl fleet of e-bikes and along with our conventional bikes should provide a number of options for people visiting Sheffield.

Henry @ Butterworths (bike shop): We could get involved in bike servicing. We could link up with the tourists’ accommodation providers and provide a priority system for those who needed cycle repairs due to mechanical breakdown/other faults. There would need to be a central information portal to market this service.

Jack @ Evans Cycles (bike shop): Evans already offer rides for 3 different ability levels. At these events, the shop is open both before and after the guided rides so participants can browse and shop. It would be possible to provide workshop time and the servicing of bikes could be something the shop could extend to these markets.

John @ J.E. James (bike shop): J.E James offer bike servicing, hiring of bikes and guided bike rides. We would be interested in promoting these services to short breaks tourists. We are very keen to get involved but would like to know more about how we can help/how we can link up with these target markets.

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