December 2016 Development Update, Charrette Findings, and Next Steps
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December 2016 Development update, charrette findings, and next steps. TABLE OF CONTENTS Executive Summary . 4 Acknowledgments . 5 Concept & Sought Experience . 7 Demographics . 8 Destinations Compared . 9 Process Summary . 10 Branding. 11 Website and Social Channels . 12 Develop Tier Loops . 13 Schedule and Plan 8 Charrettes . .14 Pioneer Trip . 15 TABLE OF CONTENTS (CONT.) Overview Map . .16 Fremont Tier: Overview, Findings, & Action Items . 17 Willamette Tier: Overview, Findings, & Action Items . 20 Deschutes Tier: Overview, Findings, & Action Items . 23 Hood Tier: Overview, Findings, & Action Items . 26 2017 Timeline . 29 Takeaways . 30 EXECUTIVE SUMMARY The Oregon Timber Trail is an iconic 670 mile class bicycling destinations in Oregon, the rough singletrack mountain bike route concept stretching alignment of the Oregon Timber Trail was discovered through the state of Oregon from California to the in mid-2015. Columbia River Gorge. The Oregon Timber Trail The route’s alignment traverses four National (OTT) connects a variety of climates, communities, Forests almost entirely on soft surface roads and trails ecosystems, roads, elevation, landscapes and most managed by the U.S. Forest Service (USFS). Since importantly, trails. The Oregon Timber Trail was presenting the concept to Region 6 of the USFS in inspired by the Pacific Crest Trail, the Oregon late 2015 Limberlost and Travel Oregon have built Outback, the Great Divide Route, and thru-trails a development timeline, established an operating in the National Scenic Trail system. What sets the budget, held numerous charrettes, conducted rider Oregon Timber Trail apart is that it is being developed interviews, introduced the concept to key stakeholders, specifically for mountain biking and consists of more coordinated a pioneering journey of the first thru- than 50 percent trail. The Oregon Timber Trail’s focus riders, and collected troves of data on challenges and on singletrack, landscape, and backcountry experience opportunities along its length. make it a world-class destination. Our preliminary findings show that there is a high- demand, yet limited supply, for this type of recreation The Oregon Timber Trail is a unique in North America. The OTT can fill that void as long-distance backcountry mountain biking it exists and is a higher caliber trail network than was expected. The Oregon Timber Trail’s diverse experience of unprecedented quality in natural and cultural landscapes make it a world-class North America. destination that is already garnering a high level of interest from key influencers. This document delves into the charrette process, its Travel Oregon has identified the bicycle tourist as an findings, alignment revision, actionable items and ideal demographic to target in order to enhance rural next steps for the development and introduction of the economic development. Bicycle tourists have a higher OTT concept. median income, a longer than average stay, and spend liberally while traveling. Bicycle tourism represents a $400 million industry in Oregon and $133 billion nationally. As part of a study looking to develop world- December, 2016 Prepared by Limberlost in association with Travel Oregon. 4 ACKNOWLEDGMENTS Gabriel Amadeus Tiller Harry Dalgaard Limberlost , OTT Project Manager Travel Oregon Regional Program Manager [email protected] [email protected] Gabriel has been described as the U.S.’ preeminent In Harry’s role as Regional Cooperative Tourism bikepacking expert and is a contributor for Bicycling Program Manager at Travel Oregon, he helps advance Magazine, The Radavist, Outside Online, and others. and implement Oregon’s tourism initiatives. Harry As the founder of Limberlost in 2014 he developed helps foster community relationships and enhances several of the nation’s highest-quality bikepacking tourism development in rural communities and regions routes. His passion for creating and sharing outdoor by aiding in the execution of their tourism goals and experiences has lent itself well to his leadership role objectives. He is passionate about developing the in honing the narrative and thoroughly collaborative equitable balance between people, place, and economic development process of the Oregon Timber Trail. vitality throughout the state of Oregon…. AND microbrew & singletrack. On behalf of the Oregon Timber Trail both Gabriel and Harry extend their sincere gratitude to the many stakeholders who have invested their time and knowledge in the concept thus far: John Allen, Deschutes Forest Gary Carl, Cedar Creek Meats Harry Dalgaard, Travel Oregon Supervisor Regional Program Manager Jolene Carpenter Rebekah Bellingham, Suttle Lodge Buck Davis, Backcountry Horsemen Jim Chadderdon, Klamath Falls Dennis Benson, FS Program Tourism Rep Buck Davis, Back Country Manager Horsemen David Chamberlain, GOATS Chris Bernhardt, Sentieros - Advisor Chairperson Oregon Endurance Mountain Biking Chris Bishop, Lake County Cycling Diane Chung, Assistant Director, Lee Fischer, East Cascades BCHO Club Rec. R6 Melanie Fisher Ash Bocast, Roam Rydes Sam Clark, OTT Pioneer Ryan Francesconi Kraig Brockelman, DOD Jim Coey, Mayor, Oakridge Chairperson Greg Frodsham, Suttle Lodge Christy Covington, USFS Henry Buckalew, Hood River Jocelyn Gaudi, NWTA County Brad Cownover, Regional Landscape Architect Robert Gentry, RECTL + Acting Charles Burley, Fremont-Winema DR National Forest Tyson Cross, USFS Mckenzie River Trails Manager Nick Gibson, Trans Cascadia December, 2016 Prepared by Limberlost in association with Travel Oregon. 5 ACKNOLEDGEMENTS (CONT.) Zach Gilmour, Hutch’s Bikes Kevin Larkin, Deputy Forest Ross Putnam, Base Camp Brewing Supervisor Alan Grubb, Forest Service Amy Racki, Sisters RD Recreation Patty Lenz, HRats Team Lead Gary Guttormsen, Sisters Trails Alliance Bonnie Lippitt, Visitor Services and Mike Ripley, Mudsligner Events Tourism USFS/BLM Ken Hansen, BCHO Ian Ritchie, Forest Service Rhonda Marquis, Oregon Equestrian Helen Hansen, BCHO Trails Steph Routh, Community Cycling Center Dana Hendricks, PCTA Jeff Mast, Regional Office RM Kevin Rowell, USFS Middle Fork Dawn Hendrix, Westfir Lodge Kim McCarrel, Oregon Equestrian Trail Manager Trails Carolyn Hill, Southern Oregon Tamara Schmidt , Fremont- Tourism Kim McCormack, OTT Pioneer Winema NF Pub Affairs Stan Hinatsu, CRGNSA Ben McCormack, OTT Pioneer Bruce Schroeder, COTA Todd Honeywell, OC&E Trail / Brian McGinley, USFS Middle Fork Dan Shoun, County Commissioner Park Manager Doug McKay, Forest Service Cascade Singletrack David Hosack, Fremont-Winema NF Rec Program Mgr Gary Meyer Ted Sobel, Brewerís Union Local 180 Eric Iverson Kristie Miller, Sisters District Woody Star, COTA Ranger Zach Jarrett, BLM Doug Thiesies, Hood River County Bill Munro, Deputy Dr. - BFR Jana Johnson, Recreation Team Jim Thornton, USFS - Mt. Hood Leader - Bend Fort Rock Joe Myers, Bend Trails Recreation Lynda Kamerrer, Oakridge Lodge & Stephanie Noll Amy Tinderholt, Bend Fort Rock Guest House Ranger District Renee Patrick, Oregon Desert Trail Woody Keen, COTA Coordinator Christopher Todd Neville, BLM Elizabeth Keenan, Hood-Gorge Brad Peterson, USFS Santiam Laura Underhill, Oregon State Trails Manager Parks Leslie Kehmeier, OTT Pioneer Photographer Matt Peterson, USFS Willamette Dave Waag, 44 Trails NF Rec Program Mgr Donnie Kolb Jen Wade, MHNF Rec Prog Mgr Samara Phelps , Clackamas County Patrick Kollodge, BLM Tourism Shane Wilson, IMBA Trail Solutions Paul Lacava, Giant Bicycles Claire Pitner, USFS - East Zone Becky Wolf, OET Tim Lagasse, Back Country Russ Pleager, Bark Out Horsemen December, 2016 Prepared by Limberlost in association with Travel Oregon. 6 CONCEPT & SOUGHT EXPERIENCE The Oregon Timber Trail is an iconic backcountry mountain bike route though Oregon from California to the Columbia River Gorge. Its goal is to create a world-class recreational experience by developing one of the first long-distance singletrack bikepacking routes in the nation. Bikepacking is an emerging adventure sport trend gaining unprecedented popularity. Bikepacking is typically a lightweight style of cycle touring, paralleling the ongoing trend of lightweight thru-hiking. Bikepacking can incorporate country roads and gravel roads, but typically bikepackers prefer more primitive singletrack routes. Sought Experience Bikepackers are just like backpackers— they seek solitude, a connection to the outdoor world, experience of new places, and to cover a variety of landscapes under their own power. They are seasoned outdoors people who take pride in their minimal impact on trails and natural areas. Bikepackers aren’t moving at race speeds and want to have courteous interactions with wildlife and other trail users alike. Bikepackers—just like backpackers— prefer narrow, well designed and maintained singletrack trails. Hot springs and breweries along the route don’t hurt either. December, 2016 Prepared by Limberlost in association with Travel Oregon. 7 DEMOGRAPHICS Demographics Economic Impact Mountain bikers spend comparable amounts per day, The economic impact of cycle tourism and mountain spend as much time at a destination and are willing to biking, in particular, is significant. travel as far as other outdoor recreation groups such The 2014 Outdoor Recreation report showed biking as as golfers, who tourism marketers typically chase. A No. 2 in terms of participation rate AND frequency of useful study from the Canada Tourist Commission participation. displaying average spending and duration of average Travelers in Oregon who participated in a planned