Final Evaluation Prepared by Ian Barr, Dumfries and Galloway Council, on behalf of the Original Bicycle Festival Planning Group

“When Cycling Came Home”

www.originalbicyclefestival.co.uk

DUMFRIES & GALLOWAY STEPPING STONES Introduction Contents

Dumfries and Galloway Council has an active and 2 Introduction aspirational events strategy, which seeks to make Dumfries and Galloway a leading rural destination in 3 Contents the UK for high quality, enjoyable and affordable events 4 - 5 Executive Summary - affordable to deliver and attend. 6 - 7 The Rationale for the Original Bicycle Festival

We are also, as this Festival So it was a real pleasure to 8 - 9 The Planning for the Original Bicycle Festival evaluation report will outline, be involved with the Original extremely proud of our cycling Bicycle Festival - a genuine, 10 - 11 The Kirkpatrick Macmillan Play heritage, mountain bike trails grassroots celebration of and association with major cycling, which was held Councillor Ian Carruthers 12 Avalanche Enduro UK events such as the Tour of to promote everything Britain. good about the bicycle and 13 Dalbeattie Junior Mountain Bike Day Dumfries and Galloway as a Within the Council, we are visitor destination. The Cycling Film Festival serious about promoting 14 - 15 cycling. The Council is very I hope you will enjoy finding The Festival Café committed to developing the out more about the Festival, 16 - 17 region’s cycling infrastructure, via this Evaluation Report, CTC Discovery Rides and is currently supporting the which includes many images 18 £5.4m Dumfries Sustainable from the ‘OBF’, and that you Women on Wheels Transport Town programme. intend to cycle in Dumfries 19 Each year the Council takes and Galloway soon. The Burns Solway Coastal Sportive Challenge the lead in welcoming the 20 Tour of Britain to the region Councillor Ian Carruthers, Beattock Open Time Trial - an association with the UK’s 21 Dumfries and Galloway’s blue riband cycling event Events Champion The Castle Douglas and Dumfries Criteriums of which we are proud, and 22 there are ongoing initiatives The Stepping Stanes Family Fun Day to develop cycling for sport, 23 leisure and tourism. 24 - 25 The Economic Impact of the Festival

26 - 28 The Marketing Campaign

29 The Role of Volunteers During the OBF

30 - 31 The Press Generated for Cycling in Dumfries and Galloway

32 - 33 The Public Relations Campaign for the Original Bicycle Festival

34 - 35 Lessons Learned and Legacies

2 3 Executive Summary

The Original Bicycle Festival was The Festival achieved great support The Festival created £173,000 of delivered successfully in May 2009 from cyclists and generated direct economic impact to the by a partnership of agencies and excellent media for Dumfries and Scottish economy. Notably, the cycling interest organisations and Galloway. It was driven by a desire media value for the Festival was businesses. Within the Festival to get people onto their bikes - it £311,000. The appointment of an there were major events such as was a participative festival. It did Edinburgh based marketing and the Ae Enduro Avalanche and not become however a spectator PR agency (Rare Management), Scottish Cycling’s town centre festival - although hopes were was the correct tactic to generate Criteriums, both of which were originally high for decent spectator substantial PR and media interest new to Dumfries and Galloway. numbers at the Criteriums, more in the Original Bicycle Festival. There was also a range of road and work is required to develop There was good and ongoing mountain bike events to appeal to audiences for high profile cycling coverage of the Festival in the cyclists of all types and abilities and events. The regional interest in the regional media, exceptional quirky cultural events. annual arrival of the Tour of Britain coverage on Radio and shows what can be achieved with a highlight was the feature on The rationale for the Original the active promotion of cycling the BBC One Show. Dumfries Bicycle Festival - a unique and one- races. and Galloway Council’s financial off Festival, was to complement the investment in the Original Bicycle World Mountain Bike Conference Festival was £32,000. Therefore on Sustainability, which was due the Council achieved a ratio of to take place between May 12 and 32: 474 (the direct economic May 15 of this year. Sadly however, benefit and media values achieved due to the global downturn by the Festival) as its Return on and some ill-fated bad luck, the Investment. The ratio of 32: 474 Conference was cancelled in April can be simplified to 1: 15. 2009. Organisers are hopeful that it will take place in the future. The Festival has left a number of legacies, including a range of Although the absence of World cycling events that should serve Conference delegates was felt, the region well over the years, and especially at the Dumfries events optimism for the future of cycling of the Original Bicycle Festival in Dumfries and Galloway. during the middle weekend of the Festival, the Festival had developed as a strong stand alone project.

There was a strong sense of mission and vision within the Planning Group: to promote the legacy of Kirkpatrick Macmillan, the inventor of the pedal bicycle in 1839, and to promote Dumfries and Galloway as a beautiful place to cycle.

Dumfries ’s Coastal Sportive

Criteriums are colourful and exciting

4 5 The Rationale for the Original Bicycle Festival

The Original Bicycle Festival was conceived to be a major cycling festival to complement and coincide with the World Mountain Bike Conference on Sustainability (WMBCS).

The attraction of the WMBCS to cycling trails. In 1839 Kirkpatrick region. Mountain biking is now a but our quiet open roads have These then were the key Dumfries, which was planned for Macmillan, a blacksmith from Keir, hugely important leisure activity many supporters too. During ingredients for the planning and May 12 - 15 2009, was important near Thornhill, invented the first and economic driver. The Council the Festival, Graeme Obree aka delivery of the OBF; recognition of the world class pedal bicycle. The bicycle, which is committed to working with ‘The Flying Scotsman’, who was • The proposed WMBCS stature and appreciation of the he called a ‘velocipede’ was heavy, Forestry Commission Scotland to a great Ambassador for the OBF, region’s 7stanes mountain bike difficult to manoeuvre and a touch develop the economic and sporting reiterated his view that Dumfries • The emergence of many trail centres. The Conference was cumbersome, but it was the world’s benefits of the 7stanes, and this and Galloway is a brilliant place cycling events and the also anticipated to be an important first modern bicycle and Macmillan effective partnership, which for road cycling. It is hoped that commitment of cycling economic event, forecast to bring was a quietly brilliant man. He pre-dates the OBF, was one of the Graeme will return to Dumfries to events organisers in Dumfries £1.2m to the regional economy. never really capitalised upon his strengths the Festival Planning lead a future workshop on cycling and Galloway invention which is why the story Group was able to draw upon. development in the region. • The 7stanes mountain Sadly, the global economic of the bicycle is often told without The trails are calculated to have bike trails downturn and sheer bad luck reference to this modest character. been worth £9.289m to the South The Council has led the regional • The region’s association resulted in the postponement of of Scotland economy over the planning and funding to make with the Tour of Britain this Conference, and a new date Today, Dumfries and Galloway is course of the period 2005-2007. the Tour of Britain an almost for it to take place has still to home to 5 of the legendary 7stanes Future revenues to the regional permanent fixture in the area’s • The appreciation of Dumfries be set. mountain bike trail centres, at Ae, economy will be greater. Sporting Calendar since 2005. The and Galloway as a place to cycle Mabie, Dalbeattie, Kirroughtree Tour is eagerly welcomed, always • Youth developments in cycling The Original Bicycle Festival and Glentrool. The 7stanes are The South of Scotland is recognised dramatic and colourful and an though, organised by a separate one means of getting out and across the Globe as one of the best annual highlight. The Tour has a Ian Barr, Events Strategy Officer, planning group committed to about and exploring our beautiful locations for mountain biking, large following in Dumfries and Dumfries, August 2009 promoting Dumfries and Galloway Galloway, and it is to be hoped as a great cycling destination, that it will continue to return quickly gained momentum. The to the region each year. The The old and new together Planning Group formed in May knowledge and confidence gained 2008 and was an active and locally by working each year with committed group. This was due the Tour was another catalyst for to the recent development work the OBF. that has gone into cycling in the region - in terms of the nurturance The last few years have seen and growth of cycling events, the the emergence of many good development and marketing of quality cycling events in Dumfries the 7stanes mountain bike trails and Galloway. Most events are and youth development initiatives. organised by committed volunteers The notion of the Original Bicycle and cycling enthusiasts. The events Festival, so called to promote are too numerous to mention, and pay homage to Kirkpatrick but the talents of local cycling Macmillan, as well as to signify organisers, and their commitment a unique Festival, to be delivered to the sport and the region at the same time as the WMBCS, provided the foundation - the provided strong motivation. skills, experience and commitment, to plan a major cycling festival with Dumfries and Galloway is a special confidence. place for cycling. Within the Council and across much of the spectrum of local society we are proud of our cycling heritage and

Participants enjoy the Women on Wheels day at Kirroughtree 7stanes Proud medal winners at the Dalbeattie Family Fun Day

6 7 The Planning for the Original Bicycle Festival

As the previous section recorded, the OBF was developed to complement and coincide with the World Mountain Bike Conference on Sustainability (WMBCS).

From the outset, there was a It was agreed that the Council, The Planning Group comprised At the first meeting the Planning These points, principally are; • That a marketing agency be strong rationale to plan and deliver through the Events Strategy representatives from the following Group came up with the name of • That events within the festival employed to promote the a major cycling festival to promote Officer, would take forward the organisations; the Original Bicycle Festival after a would require their own Festival and cycling in Dumfries Dumfries and Galloway in May planning of the Festival. brainstorming session and agreed and Galloway, and that up to • Scottish Cycling dedicated Lead Officer/Project 2009. The strategy therefore, was to the Festival Aim and Objectives; Manager, so that in this way 40% of the Festival budget to • Forestry Commission Scotland that together - if the Original A scoping report was prepared the festival could develop as be employed for this purpose. Bicycle Festival was of sufficient by the Events Strategy Officer • Dumfries Cycling Club Aim: To maximise the economic a series of inter-related, well • That the Festival should quality, these two nationally and a planning group, which was impact of the World Mountain • D&G Mountain Bike Business managed events, covering develop a strong emphasis significant events would promote quickly to become an active and Bike Conference on Sustainability Network roughly the area of Dumfries on volunteer recruitment to Dumfries and Galloway as one of committed group, formed. (WMBCS) by encouraging visiting • Dumfries and Galloway Council: and Galloway within which are develop its capacity and that the best locations in the world in delegates to extend their stay Leisure and Sport Service, the 7stanes. a strong legacy for cycling which to cycle. in Dumfries and the South of Cultural Services and Economic Scotland, and to promote the • That the Council’s Economic development should be left in Development place after the OBF. It didn’t work out this way, as the South of Scotland as a world class Development Project WMBCS was postponed, in late • Stepping Stanes cycling destination. Management system was The decision to develop the Festival March 2009, due to the low level of • Biking Heaven the main management tool via events lead officers, being conference registrations. It is to be Objectives employed for the festival, and assisted by the Project Officer hoped that when the Conference And volunteers. • To promote cycling for sport, the formal way in which all the and the marketing agency (Rare does take place in Dumfries that leisure and commuting to the agencies involved ‘signed up’ to Management) did appear to it attracts the high number of South of Scotland population the project. VisitScotland and encourage creativity, ownership delegates its Draft Programme Buccleuch Estates (Drumlanrig and clear communication. • To encourage a warm, merits. Other sections of this report Castle) for example, officially hospitable and knowledgeable will outline that the press the OBF signed up as project partners As this report will outline the welcome for Conference generated was substantial in its without being active in the strong basis for planning and delegates own right, and the impact the Festival planning. managing the Original Bicycle late postponement of the World • To contribute to the delivery of Festival did lead to the successful the Dumfries Events Strategy • That the Festival budget Conference had on the Festival. was employed to fund the delivery of the festival and a • To act as a showcase for individual events within the number of important legacies. As discussed elsewhere within DG One, Drumlanrig, the Festival, and that the early this report, the major impact the Dock Park, Easterbrook Hall, award of substantial funding 7stanes, new cycling events and Dumfries town centre and of funding from the Council the Tour of Britain has had on the 7stanes and the Dumfries and Galloway the region led to the conclusion LEADER Programme created that Dumfries and Galloway • To promote the legacy of Kirkpatrick Macmillan confidence and momentum for was capable of developing the OBF. and delivering a major cycling • To promote and market the festival to complement the World legacy left from the WMBCS The OBF Planning Group Conference. The perception that May 2009 Kirkpatrick Macmillan, the inventor • To promote the 7stanes Global Superstar status During the preparation of this of the pedal bicycle in 1839, was report, all concerned with the under-promoted within Scotland festival were deeply saddened There are a few key points to bring to learn of the death of and where cycles are used was a to the fore regarding the planning John Taylor, of Dumfries and further catalyst for action. Galloway Cycling Touring of the Original Bicycle Festival. Club and the festival planning group. John is pictured second from the right in his CTC maroon sweatshirt.

Rob Hayles, Graeme Obree and Ed Clancy at the Dumfries Criterium

8 9 The Kirkpatrick Macmillan Play

COLIN WILLIAMSON FORESTRY COMMISSION SCOTLAND

As the local inventor of the DG One Regional Leisure Complex, world’s first pedal cycle in 1839, Drumlanrig Castle and the village blacksmith Kirkpatrick Macmillan of Shawhead - which hosts The was the obvious inspiration for Kirkpatrick Macmillan Rally every both the theme and content of the year for hundreds of cyclists from Original Bicycle Festival. However, all over Britain. rather than celebrate his historic contribution to cycling within The play achieved everything the Festival with a biography or the Planning Group hoped. It exhibition, the Festival Planning acted as thread to Macmillan’s Group agreed his story needed to life throughout the Festival, “come to life” and be told to in reinforced the historic credentials a way that local residents and of a local inventor and may even visitors would enjoy and be have set an excellent young actor entertained by. A short play on the road to success. became the obvious solution.

With the help of Dumfries and Galloway Arts Association, several suitable playwrights were identified from the south of Scotland and invited to tender for the commission. From this, Jules Horne from Kelso was selected to write the play, “The Devil on Wheels” and Kate Nelson engaged to direct it. Their proposal was selected not only because it was an accessible and witty monologue that tells Macmillan’s story but also because it captured his sporting Event organised by Forestry Commission Scotland passion and spirit of adventure. OBF funding £5,500 Other funding Nil Over the course of the Festival, a young graduate of the Royal Numbers participating n/a Scottish Academy of Music and Numbers spectating Estimated at around 950 over Drama, Fraser Boyle, performed the 19 venues this 25 minute monologue to Was this an existing event or new for New Event audiences at 19 venues (both the OBF? indoor and outdoor) in Dumfries Will the event run again next year? Script is available for schools, and Galloway. This ranged from theatre groups and for potential Penpont Primary School (near radio play the blacksmith’s birthplace) to Quote “Just a quick message to let you know that the Kirkpatrick Macmillan presentation was really good on Friday - we all enjoyed it. The young actor was really good and got the kids attention right away, we had lots of questions at the end. Thanks for giving us the chance to see it.” Liz Jeffrey, Teacher, Lochside Primary School

Fraser Boyle plays the role of Kirkpatrick Macmillan

10 11 Avalanche Enduro UK Dalbeattie Junior Mountain Bike Day

COLIN WILLIAMSON BETTY HOWARD FORESTRY COMMISSION SCOTLAND HARDROCK CHALLENGE COMMITTEE

Within any Festival, having an The Festival organisers were keen international flavour is always to include events at as many of important. In the case of the the 7stanes locations in Dumfries Original Bicycle Festival, this and Galloway as possible, one of dimension was incorporated which is Dalbeattie. Since 2004, courtesy of Forestry Commission Dalbeattie has hosted a running Scotland (FCS) and the attraction and mountain biking duathlon, The of an Avalanche Enduro mountain Dalbeattie Hardrock Challenge, biking competition to 7stanes Ae. which has grown steadily and is widely recognised as a successful Run by specialist French event and well organised event. So, organisers, Union Confederale de the Festival asked the Hardrock Coordination (UCC), an Avalanche Challenge Committee to run a Enduro was run in Dumfries and Mountain Bike Fun Day for Juniors Galloway for the first time ever as part of the Festival. during the Festival. A packed day included : Run over two days, the event • mountain bike races in age format involves riders racing across groups with separate races for 7 special stages around Ae Forest boys and girls mountain bike with the winner accumulating the skills sessions with qualified trail lowest aggregated time. The riders leaders have the opportunity to try out the course on day one and, like • bike aware safety check sessions Danny MacAskill wows the crowd at Dalbeattie F1 motor racing, have a test lap with qualified bike mechanic or “prologue” to determine the • displays by ‘The Clan’, Scotland’s running order of the riders on day Bike Stunt Team two. With gents, ladies and junior categories within the event there • Live commentary by ‘Mac was a wide range of entries with Downhill all the way at Ae the Voice’ riders travelling from Italy, • Face Painting and Ireland as well as other parts Event organised by Forestry Commission Scotland of the UK to take part. OBF funding £2,041 • Storytelling by RSPB staff Event organised by Dalbeattie Hardrock Challenge Committee OBF Funding Other funding £10,000 from Forestry Every race competitor who As the first ever race of its kind Commission Scotland OBF funding £1,300 completed the course received a in the region, there were a lot Numbers participating 150 Other funding None of lessons learned in terms of souvenir medal bearing the OBF Numbers spectating Estimated at around 40-50 logo, with Gold, Silver and Bronze Numbers participating 76 racing, 32 skills training, running an international event but, 23 Bike Safety from informal rider reactions and Was this an existing event or new for New Event medals for 1st, 2nd and 3rd places. Numbers spectating 400 feedback, it was deemed a real the OBF? All participants received a 7stanes ‘goody’ bag as well. success and the format suited a Will the event run again next year? Under negotiation with Event Was this an existing event or new for New Event the OBF? location like 7stanes Ae. Company Tobi, the mascot of the Tour of Quote Britain, made a surprise visit and Will the event run again next year? No Negotiations are underway to “Ae was yet another fantastic event by the Avalanche crew, the format of the the small children were quite taken Quote attract the event back to the events is fantastic and the organisation is top notch, I can honestly say that in with him (some adults too!). “Just to say thank you for another very well organised event on Sunday, region in 2010 with, hopefully, an my 13 years or so of racing bikes the last 2 events I have done at Kielder and The weather was kind which Owen really enjoyed his bike ride, and we got a sunny day too, fantastic. even bigger turnout of riders from now Ae are hands down the best races I have taken part in.” helped to make it a successful and Roll on Hardrock. Well done to you and your helpers.” around Europe. Descent World Online Magazine enjoyable day. Angela McDonald

12 13 The Cycling Film Festival

ALICE STILGOE FILM OFFICER, DUMFRIES & GALLOWAY COUNCIL

Dumfries hosted its first ever Scottish stunt cyclist and YouTube in a question and answer session Cycling Film Festival over the star Danny MacAskill, whose film of after the screening, then Danny middle weekend of the Original incredible stunts has received over gave another impromptu demo Bicycle Festival. eight million views on YouTube, of his fantastic bike skills outside launched the film festival in his Film Officer Alice Stilgoe (right) promotes the the Robert Burns Centre in The four day festival which ran own inimitable style in Dumfries Original Bicycle Festival the car-park. from Thursday 14 May to Sunday town centre. 17 May took place at the Robert Another festival highlight was Burns Centre Film Theatre and DG Danny wowed audiences again Scottish cyclist Graeme Obree’s One Regional Leisure Complex and later in the day when the film introduction to ‘The Flying brought the wonder of the bicycle ‘Home’ showed at the Robert Scotsman’. Obree took the cycling onto the big screen over this Burns Centre Film Theatre, which world by storm and rewrote the weekend. features Danny doing even more record books in the 1990s. He was crazy tricks as well as some of twice World holder All aspects of bikes and biking the best mountain bike riders and twice World Pursuit Champion were covered by the festival, in Scotland. The director Mark - setting two new World Pursuit including feature films, film Huskisson and four of the cyclists Records along the way. Graeme is shorts, documentaries, mountain that featured in the film took part famous for his innovative approach bike films, animation workshops to bike design, equipment and and nearly all of the screenings training techniques. His life has were introduced by special guest been dramatised in the film, speakers. ‘The Flying Scotsman’ which was screened together with a documentary about Obree’s life.

Other events included a double bill screening of ‘Roam’ and ‘Seasons’ - two exciting films about mountain biking, an animation workshop for 8 to 12 year olds, as well as the classic Italian neorealist film ‘Bicycle Thieves’, directed by Vittorio De Sica in 1948, which still features on Event organised by Dumfries & Galloway Council lists of the best films ever made. OBF funding £3,030 The film programme was Other funding n/a stimulating and well received Ticket sales 270 by visitors. Overall attendance Numbers spectating n/a figures were disappointing however, attributed in part to Was this an existing event or new for New the cancellation of the World the OBF? Mountain Bike Conference Will the event run again next year? No on Sustainability. Quote I attended the above film (not knowing any background or, ashamed to say, A scene from The Flying Scotsman. Graeme Obree visited the festival on numerous occasions Graeme Obree). It was the best film I have seen in a long time, very emotional and was a superb ambassador for it and exciting. Graeme Obree is such an inspirational character and was a pleasure to meet. Jane Young,

14 15 The Festival Café

CHRIS TOPPING DGC LEISURE & SPORT SERVICE

The Festival introduced comedy nights to DG One DG One Leisure Complex hosted they would welcome a return While enjoying an espresso and One of the key strengths of the the Festival Café as part of the to Dumfries to be part of future a croissant, patrons could admire Festival Café was the strong Original Bike Festival (OBF) over events due to the ethos behind the cycling photography exhibition partnerships developed to deliver the weekend of the 15-17 May the Festival Café and the generous while continental music was played the event: 2009. The Festival Café was the hub hospitality shown. discretely in the background. • Waterstone’s Book Store – for the middle weekend of the OBF After the café experience, a The official book store of the targeting cyclists participating in To complement the events caricature artist was available to OBF. Waterstone’s provided a events and the general public of there was significant effort put draw festival goers. book signed by as a Dumfries and Galloway. into transforming Café DG into competition prize and ran a a continental themed eatery The event was staffed through a book stall at various events The Festival Café offered a diverse offering a continental menu combination of Leisure and Sport range of events including music, created especially for the event. operational staff and volunteers. • Loreburn Camera Club comedy, film, author talks and a The volunteers from an event (Dumfries) - provided a bicycle- play. The Festival Cafe provided organiser’s perspective contributed themed photography exhibition the DG One customers with an massively to the successful free of charge opportunity to try new cultural running of the programme • Tour of Britain - the Tour events (e.g. comedy, cycling related and their commitment provided two VIP tickets for author talks and films) in new and passion for the OBF/ the finish at Gretna Green in performance locations within the Festival Café should not September 2009 for one lucky facility (e.g. Bar DG). Bar DG was be underestimated in any competition winner found to be an excellent venue for evaluation. music and comedy and future events • Partnerships between Council will be delivered in this location. Services, including the Film Author and journalist Richard Moore talked Officer To promote the event and eloquently about the amazing life and career of Robert Millar (pictured inset) • Local and national cycle groups/ Graham Jones and Graeme Obree, two genuine heroes to British encourage ticket sales a specially clubs ran stalls at the Festival cycling fans’ at the “Inside the Tour de France” discussion evening produced event programme was Café created and circulated region-wide. This programme was backed up The Festival Café was a success in by a robust marketing strategy terms of the quality and diversity organised through the OBF of the programme offered, Event organised by Dumfries and Galloway Council’s planning group. however it did require significant Leisure & Sport Service Original officer support time to coordinate Bicycle Festival Funding Ticket sales were good for key and organise the programme OBF funding £3,301 events and speakers including the and without the OBF operating Mark Beaumont author talk, the budget which was made available Other funding n/a Friday evening “Inside the Tour De to support marketing activities and Numbers participating Over 100 competition entries France” talk and the Comedy night. secure the various acts/performers, Numbers spectating 120 tickets sold The interest in these specific events the event would have operated demonstrates that there may be an at a slight loss overall. However, Was this an existing event or new for New Event appetite in Dumfries for these type through the Marketing and Events the OBF? of individual themed/niche’ events Officer at DG One, work is already Will the event run again next year? No, however the Festival Café which is encouraging. underway to develop an increased evidenced a community demand comedy programme at DG One for increased niche type events Ticket sales for the other events due to the interest shown in the and DG One hopes to attract and develop a new comedy were unfortunately disappointing, comedy evening attached to the programme in the near future including the band on the Saturday Festival Café. evening and the children’s author as part of the annual events and entertainment calendar talks. However, all acts stated that Mark Beaumont proved very popular at the Festival Café

16 17 CTC Discovery Rides Women on Wheels

PHIL HOWARD CLAIR SCAIFE CYCLING TOURING CLUB THE BREAKPAD AT KIRROUGHTREE 7STANES

The Dumfries and Galloway The Spring Fling organisers are for all CTC events and a potential 62 participants took part in the Members Group of the CTC delighted with this concept and rider had to look on the OBF and/ Women On Wheels Event at organises an ongoing programme intend to feature the ride in the or CTC web sites to find full details, Kirroughtree, 7stanes. of easy Discovery Rides and typical Spring Fling brochure next year. which must have deterred many. Sunday club rides, so the group Organised by the 2 girls who was able to work with the OBF It is unfortunate that these rides, However, the Festival still run the Breakpad bike shop at organisers to fit these into the OBF which could actually make a generated a modest increase in Kirroughtree, the event was for programme. This was intended to difference for the general public, participation for the Discovery women and girls of all ages, provide rides more suited to the not just existing keen cyclists, Rides. Let’s hope that these riders abilities, and cycling genres to general public including occasional became rather lost in the OBF continue to enjoy the many come along to be inspired, learn cyclists and families than many of publicity. The main printed benefits of regular cycling. and most importantly have fun the other events. programme had just a single entry on bikes!

The local CTC Group is also There were 3 themes to the day : involved with the organisation • The Saddle trade stands of the Kirkpatrick Macmillan featuring women’s bikes, Cycle Rally which was established demos, clothing and products some years ago to recognise the contribution made to the • The Cogs talks by inspirational development of the bicycle here in women and role models in Dumfries and Galloway. The Rally cycling, Including local 73 is normally held at the end of May year old Granny Mave who and so was easily included in the successfully completed a 7 Festival programme. 100km Big Bike Ride across Canada The CTC contribution to the overall • The Wheels the biking itself: OBF programme included: guided rides and coaching • 4 short, easy Discovery Rides sessions for novice to expert cyclists, both on and off road. • 3 short evening rides exploring Dumfries As event organisers and small Getting ready for the trails business owners we worked hard • 2 longer road rides At the end of the KM Rally making this event a success. Our • guiding rides at the Women On aim was for women to have fun Event organised by The Breakpad Wheels event on bikes. We felt we achieved this, OBF funding £4,287 it was a great success and perhaps • the KM Rally offering a huge Other funding n/a we will do something like this choice of routes and distances Numbers participating 62 participants Event organised by CTC Dumfries and Galloway again in the future. • 3 staff from CTC National Office Member Group Numbers spectating 50 spectators running a stand in the foyer of OBF funding £900 Was this an existing event or new for New event the DG One Leisure Centre the OBF? Other funding CTC National Office staff time Will the event run again next year? Strong possibility There were too many CTC events and expenses to cover individually in a short Numbers participating 50 Guided Rides, 80 KM Rally Quote report. One of the highlights was Numbers spectating Participation only “Thank you for an amazing event yesterday. I came down from Edinburgh a Discovery Ride from Barnsoul and it was worth the miles. I had a guided session with Colin Riley who was Farm Holiday Park, site of the KM Was this an existing event or new for Mainly existing events scheduled really excellent. Got some very useful tips and a real confidence boost. A big the OBF? for the Original Bicycle Festival Rally, visiting a number of Spring thumbs up”. Fling Open Studios along the way. Will the event run again next year? Yes, ongoing programme Kelly, Edinburgh

18 19 The Burns Solway Coastal Sportive Challenge Beattock Open Time Trial

DAVE NIBLOCK ALASTAIR JOHNSON DUMFRIES CYCLING CLUB DUMFRIES CYCLING CLUB

This cycling event was organised as Improvements for future events: The time trial was held over a A number of competitors made Four Original Bicycle Festival part of the Original Bike Festival, • Dedicated web site, on-line new 25 mile course running from positive comments on the course volunteers did a great job of designed to compliment the other entries would be an advantage Beattock to Lockerbie and back and the Event Organiser, Gordon marshalling the car parks and events in the area. It was held on along the B7076, locally known as Johnston, was asked if the course serving up tea, rolls and cakes May 17th, based at the Rugby Club, • Finishing times to be posted on the M74 service road. It is a very could be used for the Scottish to the rather tired and damp New Abbey Road, Dumfries. web site following event simple route with only one junction Veterans championship. competitors at the end of • Possibly add a longer 100 mile to deal with, a roundabout on the event. This Sportive differed from others option the outskirts of Lockerbie on a Dumfries Cycling Club members in that it was at a lower cost to wide and relatively quiet road in attended to all other race related enter, and at 115km a bit shorter • Select a date that does not clash the rolling countryside of Upper duties such as recording times, than the majority of Sportives, with other similar events Annandale. marshalling the turns. being targeted towards serious cyclists but also newcomers to this The location was considered as form of cycling. A shorter course very convenient, not only for locals of 30km was set with families with but for participants coming central youngsters specifically in mind. Scotland and the north of England.

Part of the appeal of this event The Event Headquarters was the for the organisers was the diverse village hall in Beattock, where basic range of participants across the changing and toilet facilities were social, sporting and age spectrum. available. This was where the post Feedback from participants was race snacks and tea were available that the event was well received and the prize giving took place. and enjoyed by participants. The shorter course was perhaps slightly Graeme Obree, the “Flying too challenging for the youngest Scotsman” was at the event and riders, but they all finished and felt gave prizes out to the various a strong sense of achievement for winners, which helped make it a so doing. day to remember for all who met him. Half of the money raised was donated to the Army Benevolent Prior to the event, Scottish Cycling Fund, the remainder being officials were required to confirm retained by the organising Cycling accurate course measurement and Club to be used for future events. Event organised by Dumfries Cycling Club to oversee timekeeping during the event, which they duly did. The long route was 115km from OBF funding £700 Photo finish?! Dumfries/New Abbey to Dalbeattie, Other funding None Early indications from a Dumfries Dundrennan, Kirkcudbright, Numbers participating 80 long route, 35 short route Cycling Club time trial in 2008 were Gelston, Dalbeattie, Haugh of Urr that this is a fast course and likely Event organised by Dumfries Cycling Club Numbers spectating Not known and back to Dumfries. The entry to be attractive to competitors, and OBF funding £600 fee was £15. Was this an existing event or new for New Event this was borne out on the day with Other funding None the OBF? a winning time of 56’16”, despite Numbers participating 46 The short route was 30km from Will the event run again next year? Yes wet conditions and a strong Numbers spectating Not known Dumfries to New Abbey, Beeswing, Quote headwind to the turn at Lockerbie. Lochfoot and back to Dumfries. “It was great to see so many people out on bikes enjoying the wonderful Was this an existing event or new for New Event The entry fee was £5. roads and scenery Dumfries & Galloway has to offer.” the OBF? Alastair Johnson Will the event run again next year? To be decided

20 21 The Castle Douglas & Dumfries Criteriums The Stepping Stanes Family Fun Day

ALISON LUNN STEVE McCREADIE SCOTTISH CYCLING STEPPING STANES

The Castle Douglas Criterium took Over 50 young people and 40 The OBF funding helped to provide place on Saturday 23rd May 2009 adults took part in the Stepping race and leisure jerseys to raise the and the Dumfries Criterium took Stanes Family Festival event profile of Stepping Stanes and also place on Sunday 24th May. that had an energetic and busy provided over 4,000 high quality programme during the middle leaflets that were distributed to The events were held on closed Saturday of the Original Bicycle young people in schools. roads and had the full backing of Festival. There were five coaching Dumfries and Galloway Council, areas catering for all abilities, races Legacy from OBF includes an the local police and the roads for all ages and comedy street increased awareness and publicity department. There was a full theatre from Syrovy. World record for Stepping Stanes, an increase programme of events for all cycling holder Graeme Obree started in membership, and increased categories from youths to Elite the races, presented the prizes awareness of the potential of riders and a prize fund to match. and motivated young people exciting developments within with tales from his world beating Heathhall forest as a cycling venue, The Castle Douglas Criterium took performances. accessible by young people and Syrovy at Stepping Stanes Day, Heathhall place at the end of Food Town adults through a network of cycle day. The town enjoyed a fantastic The event was well supported paths in Dumfries. evening of cycling with all the The Castle Douglas criterium by Grierson and Graham Cycle action happening at Market Hill. Centre who generously provided The racing started at 5.30pm with The elite field for the event (Chapters) - Ex Pro rider bicycle maintenance and technical the elite men’s race starting at consisted of: with over 300 wins to his credit support, and the Ae Deli bus 8.10pm. Ed Clancy won the Castle James McCallum (Endura) - Gordon Murdoch (Endura) - Super6 provided opportunities to buy Douglas round of the Scottish Commonwealth Games Bronze Road Series Champion healthy snacks to fuel the riders. Power Renewables Criterium. The medalist, past National Criterium event was supported by other Champion Ross Creber (Plowman Craven)- However, the fun day was about attractions including a BBQ and a Member of successful Family more than the event on 16th May. (Halfords Bike Hut) beer tent. adventure programme on TV It was a platform to promote - Current National Road Race Champion and Olympic finalist Gareth Montgomery (SigmaSport) - Stepping Stanes Youth Cycle The spectators enjoyed a Local rider switched from Mountain Development Club, run entirely by superb afternoon of cycling and Ed Clancy (Halfords Bike Hut) - Biking to Road and aiming for volunteers and set up to enable entertainment at the Dumfries Olympic Gold Medalist at Beijing Commonwealth Games place young people in Dumfries and round of the Scottish Power in Delhi Galloway to make the most of the Renewables Criterium. The world class cycling facilities on their racing started at 2.30pm at the doorstep. Midsteeple with the elite men’s race starting at 5.10pm. Rob Hayles Stepping Stanes, supported by won the Dumfries Criterium. The Scottish Cycling, delivered cycle Clan Display Team with YouTube coaching in schools before the star Danny MacAskill wowed the Event organised by Scottish Cycling event, publicised the festival crowds at the event. OBF funding £8,500 through our links with Council active schools coordinators Other funding Substantial Scottish Cycling contributions and have provided a follow on coaching programme for The Original Bicycle Festival part funded the new Stepping Stanes cycling jerseys Numbers participating 85 young people to continue their Numbers spectating 700 (both events together) involvement in cycling since the Was this an existing event or new for New 16th May. the OBF? Will the event run again next year? Yes

22 23 The Economic Impact of the Festival

Dumfries and Galloway Council Most of the economic benefit The Festival worked extremely well and Forestry Commission Scotland from the Festival flowed through as a media and PR promotion of commissioned Cogentsi to providers of business services and Dumfries and Galloway’s cycling undertake an economic impact advertisers (including printers, offer and heritage. There was study into the Original Bicycle event organisers etc), and providers superb coverage of the OBF on Festival. of recreational services (such as bike Radio Scotland and in the quality shops), and some accommodation press and blanket coverage locally. Cogentsi studied visitor numbers and catering companies. The A highlight was the feature on This UK map illustrates where the 210 respondents for the OBF Visitor Survey came from and conducted primary research at economic impact was based upon cycling in Dumfries and Galloway, four of the main OBF events: The the research that showed that the inspired by the Festival, on the BBC Ae Avalanche, Women on Wheels, Festival generated an additional One Show in May. The total value Drumlanrig Castle events and the 880 bednights from visitors to of the media coverage developed Dumfries Criterium. They also Dumfries and Galloway. for the region by the OBF is studied a mass of data provided calculated as being £311,000. by the Council. A full, separate The Festival’s key events helped Economic Impact Report into the to attract a younger visitor to the As well as the immediate economic Festival was produced by Cogentsi region, with most participants benefits detailed above, the festival and is available upon request. in the 25 to 34 age group and a did create additional benefits. majority of spectators in the 25 to Volunteers and event organisers The economic benefits of the 44 year old category. More than have been able to strengthen their Festival come from two sources - three quarters of participants to event organisation skills, to apply spending by the Planning Group the key events were from outwith to other events in the future. In and individual event organisers, Dumfries and Galloway, with addition, the festival is providing and spending by participants and individuals being attracted from a valuable ‘shop window’ for the spectators attending Festival events. the Central Belt of Scotland and the area. More than 60 per cent of north west of England as well as participants at the key events and The Original Bicycle Festival cost further afield. Almost 60 per cent 40 per cent of respondents had a total of £110,000 to stage and of individuals at the core events come to Dumfries and Galloway generated additional spending stayed at least one night in the specifically for the events within of £173,000 in the Dumfries and region. Those who attended the the OBF Programme. Almost one in Galloway and Scottish economy. Festival are very positive about five (17 per cent) had never visited However, this additional direct practically all aspects of the event, the region before and more than spending and associated economic with 95 per cent very satisfied or half of respondents from outwith benefits continue to flow through quite satisfied with the Festival. the region said they would like to the economy as businesses make return to explore the area further. their own purchases to meet the Coupled with the media coverage demands of the Festival purchasers. of the event, the Festival will help to attract additional visitors to the region in the future. Where Festival visitors came from

Dumfries & Galloway Dumfries & Galloway 

Elsewhere in Scotland Elsewhere in Scotland

Elsewhere in the UK Elsewhere in the UK

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 0% 10% 20% 30% 40% 50% 60%

Origin of OBF participants Origin of OBF spectators

24 25 The Marketing Campaign

The Original Bicycle Festival Marketing Report

Introduction time creating a focus on Kirkpatrick • PR in specialist publications Macmillan and his place in the Rare Management, a marketing • Leaflet distribution IN 1839 KIRKPATRICK MACMILLAN invented the pedal driven “Cycling is a fantastic bicycle in Keir near Dumfries. When he then cycled from activity for everyone. history of biking. Dumfries to he caused a bit of a stir – in fact he At the speed of a bike you can and events agency based in Leith, • Website and links ended up in jail after bumping into a careless pedestrian. see great sights and meet IN 2008 MARK BEAUMONT completed his epic, world wonderful people, all thanks were commissioned by Dumfries record circumnavigation of the globe by bike in 195 days. to the vision of innovators He averaged 100 miles a day on a state of the art machine. like Kirkpatrick. You can even All marketing was aimed at Local population: reached via; cycle around the world! and Galloway Council to prepare They are the spirit and inspiration for the Original Bicycle The Original Bicycle Festival • Advertising in local publications Festival, a celebration of cycling in all its forms, with is all about the joy of getting and deliver a £45,000 marketing creating both an interest in something for everyone. on a bike and celebrating In May, in Dumfries & Galloway, the legacy of Kirkpatrick in 9 1 BIKEHIRE 19 and awareness of Dumfries and • PR in all local media cycling is most definitely wonderful cycling country. and PR campaign for the Original coming home. I hope you’ll join us.” Bicycle Festival. Galloway and the Festival events. • Leaflet distribution MARK BEAUMONT

• Website and links Photo: AB Images Scotland 2 BIKEHIRE The Festival concept was of The target markets were: THE ORIGINAL BICYCLE FESTIVAL Mass market in Scotland: reached via; Naturally Inspiring Cycling for Everyone 4 6 8 10 11 friendliness and accessibility, Cycling enthusiasts within 2-3 AE • Insert in Sunday Herald Here in Dumfries and Galloway 12 13 15 16 20 7stanes highlighting the area’s vast hours drive: reached via; we’re blessed with some of the best • PR cycling country in the world – from BIKEHIRE resource of cycling (road and • Advertising in specialist award winning mountain bike trails, to low-traffic, swooping roads 5 7 • Website and links BIKEHIRE 18 mountain bike) and at the same publications as used in the Tour of DID YOU KNOW that Britain and great touring Drumlanrig Castle GLENTROOL has a small bicycle 7stanes opportunities with coast, museum? Close to 14 MABIE river valleys and the birthplace and home of Kirkpatrick 7stanes

challenging hills all Macmillan, it will be BIKEHIRE open during the in one compact, Original Bicycle Festival. 1. The Original Bicycle Festival Identity 1.2 The OBF Character accessible region. BIKEHIRE 3 4 KIRROUGHTREE So, we think it’s time 7stanes Kirkpatrick Macmillan to celebrate all that’s 17 BIKEHIRE 15 BIKE HIRE good about cycling, DALBEATTIE Locations: Press launch, photocalls in one of the homes of 7stanes If you can’t bring your bike with you or want to There were three main elements to the modern bicycle. hire the latest models, there are a number of bike and Festival events, subject to hire locations in Dumfries and Galloway. BIKEHIRE the Festival identity: AE | Ae Bike Shop and Café, DG1 1QB, 01387 860 541 CASTLE DOUGLAS | Castle Douglas Cycle Centre, DG7 1EA, 01556 504 542 availability. DALBEATTIE | MPG Cycles, DG5 4DP, 01556 610 659 DRUMLANRIG | Rik's Bike Shed, DG3 4AG, 01848 330 080 • Logo – a simple, strong graphic DUMFRIES | G&G Cycle Centre, DG1 1BY, 01387 259 483 THE ORIGINAL BICYCLE KIRROUGHTREE | The Breakpad, DG8 7BE, 01671 401 303 to be used in all Festival Format: Character actor in period FESTIVAL PROGRAMME MABIE | The Shed, DG2 8HB, 01387 270 275

These are the principal events taking place during 1 6 11 communications. Also used as costume with original bicycle SATURDAY 02 MAY 09 TUESDAY 12 MAY 09 FRIDAY 15 MAY 09 16 THURSDAY 21 TO MONDAY 25 MAY 09 the Original Bicycle Festival, Scotland’s DRUMLANRIG TEARFUND CHALLENGE OOT TAE CARRICK 200 AUDAX INSIDE THE TOUR DE FRANCE CTC KIRKPATRICK MACMILLAN RALLY Homecoming cycling celebration. Drumlanrig Castle, Thornhill, DG3 4AG Mass Participation Start Dumfries Mass Participation DG One Leisure Complex, DG1 2HT Cultural Event Shawhead nr Dumfries, DG2 9SQ Social/Fun Mass Participation a supporting reference in all More events are planned, so check the website 2 FRIDAY 08 TO SUNDAY 10 MAY 09 7 TUESDAY 12 MAY 09 12 FRIDAY 15 MAY 09 17 SATURDAY 23 MAY 09 www.originalbicyclefestival.co.uk AVALANCHE ENDURO UK KIRKPATRICK MACMILLAN PLAY - PREMIERE CONFERENCE GIG CASTLE DOUGLAS CRITERIUM or see local press for the latest listing. 7stanes Ae, DG1 1QB Competition Easterbrook Hall, Crichton, Dumfries, DG1 4TA Cultural Event So Below Café, Castle Street, Dumfries Cultural Event Castle Douglas Competition material produced by individual Highlighting the historical relevance The Festival Planning Group and all involved with 3 SUNDAY 10 MAY 09 8 THURSDAY 14 MAY TO SUNDAY 17 MAY 09 13 SATURDAY 16 MAY 09 18 SATURDAY 23 MAY 09 the Original Bicycle Festival would like to invite you DALBEATTIE JUNIOR MOUNTAIN BIKE FUN DAY CYCLING FILM FESTIVAL STEPPINGSTANES MINI FESTIVAL CLARTEN OWWER CALDBECK of the area and the “heart” of to join in our Homecoming Cycling Celebration. 7stanes, Dalbeattie Forest, DG5 4DP Youth U–16 Robert Burns Film Theatre and various venues, DG2 7BE Cultural Event Heathhall, Dumfries Youth U-16, Social/Fun Start Longtown, Cumbria Competition organisers 4 SUNDAY 10 TO MONDAY 25 MAY 09 9 FRIDAY 15 TO SUNDAY 24 MAY 09 14 SUNDAY 17 MAY 09 19 SATURDAY 23 MAY 09 CTC GUIDED DISCOVERY RIDES First CTC guided ride, DRUMLANRIG CASTLE EVENTS WOMEN ON WHEELS BEATTOCK OPEN TIME TRIAL MOUNTAIN BIKE ROAD MIXED Dalbeattie Coach Park or Dock Park, Dumfries, DG1 2RY which culminates in Drumlanrig Castle, Thornhill, DG3 4AG 7stanes Kirroughtree, DG8 7BE Mass Participation, Fair/Festival Beattock Village Hall, Nr Moffat Road Competition the Festival, Kirkpatrick’s presence Also 16, 18, 19, 20, 21, 22, 23, 24 and 25 May 09 Kirkpatrick Macmillan Rally 10 15 20 5 FRIDAY 15 TO SUNDAY 17 MAY 09 SUNDAY 17 MAY 09 SUNDAY 24 MAY 09 • Image – a background image to 7stanes TUESDAY 12 TO FRIDAY 15 MAY 09 ORIGINAL BICYCLE FESTIVAL CAFE BURNS’ SOLWAY COASTAL DUMFRIES CRITERIUM WORLD MOUNTAIN BIKE CONFERENCE Bike hire locations in Mountain Bike DG One Leisure Complex, DG1 2HT Cultural Event CHALLENGE SPORTIVE Mass Participation Dumfries Town Centre Competition at core OBF events acted as a BIKEHIRE Easterbrook Hall, Crichton, Dumfries, DG1 4TA Cultural Event be used as the theme/backdrop Dumfries and Galloway trail centre Based at Dumfries Rugby Club, DG2 7LU Family-friendly / Youth U-16 coordinating theme and provide a for all OBF communication focal point for spectator/participant material. Representing the interaction as well as providing attractiveness of Dumfries & ample photo opportunities. The pull-out Original Bicycle Festival leaflet Galloway as a location and the inclusiveness of the Festival Tony Dymott was excellent as 1.3 The OBF Endorsement 2. Communication material - of the events on a colourful map • Taglines – A phrase that Festival poster Kirkpatrick, especially as he has Mark Beaumont event organisers of Dumfries and Galloway on one personalises the festival, one of the working examples of an Appearances: Press launch, Distribution: All OBF event side with essential information “Cycling’s Coming Home” (Tie- Original Bicycle. photocall and talk at Festival Café organisers about all of the events in the OBF in with Homecoming Scotland programme, supplied by individual and Kirkpatrick historical Endorsement: Communication Format: OBF information pack and event organisers on the reverse. perspective) material, press releases and individual event data request form website Two versions were produced: These three elements were 3. Communication material - • A pocket sized fold out leaflet, supplied to all OBF organisers, who Record –breaking round-the- public available in a wide range of were encouraged to include the world cyclist Mark Beaumont Distribution: See table below locations logo in all of their own material, became the OBF Ambassador and websites etc. Quantity: 100,000 his endorsement was used in all • An A4 sized fold-out leaflet communication material and on The leaflet was a key part of the that was inserted in the Sunday The logo and image were widely Kirkpatrick Macmillan Kirkpatrick in 2009 with Mark Beaumont and the website. marketing campaign, presenting all Herald used to generate increasing levels Festival logo Original Bicycle of awareness and recognition in the build-up to the Festival. 26 27 The Marketing Campaign The Role of Volunteers During the OBF

4. Branding - Organisers Toolbox This formed part of the organiser’s All advertising followed the theme The Original Bicycle Festival Distribution: At specific events toolbox, where they could ask for of the main Festival identity during Festival certain items to be supplied to although there were variations A Report by Rachel Speedie, a volunteer enhance their event. to suit specific events within the Feather Flag: 8 of 1200 x 5400 programme. Branded cube: 2 of 4500 high x 5. Advertising 1500 x 1500 display cubes with The ad schedule was based on a In April 2009 I became a part of a major regional event. digital printing mix of enthusiast bike publications, Dumfries & Galloway’s Original national Scottish and local media. Bicycle Festival, offering my I can safely say I thoroughly Pull up display: 3 of 1000 x 1800 services as a volunteer. I was enjoyed my time spent involved pull-up displays The Dumfries and Galloway informed about the festival by with the Original Bicycle Festival. Event crew vests: 50 branded high Standard and Galloway News were Ian Barr, Events Strategy Officer, Even on top of the little perks visibility vests the official local media partners when I contacted him for advice that came with being a volunteer; with a 4 page supplement followed on gaining some experience in the Indian buffet evening was A number of elements were by two full page advertorials. the field of events management an unexpected delight and the developed that featured the and marketing. Ian gave me the goody bags we all received will OBF branding and provided a contact details of Lucy Mair, the take a lot to beat on the goody large visual presence at festival festival Volunteer Co-ordinator, bag scale. Once the festival’s events and other promotional who I emailed voicing my interest. three week duration kicked off it opportunities. Being part of the Original Bicycle was a busy couple of weekends Festival was an honour and for me, but definitely time well personally provided me with some spent. The Festival Gig at ‘So great experiences. At my first OBF Below’ was a huge success, being meeting, fellow volunteer Alastair a complete sell-out. “The Hub” Ross and I met with Ian Barr at ‘DG One’ was another success and Peter McCormick to discuss but had internal elements with our roles. From the multifarious room for improvement - “The programme, Alastair and I chose Hub” itself was advertised well, which three events we would but I personally feel some of most like to concentrate our the individual events within efforts on - I chose the Festival it’s programme needed more I met a lot of lovely people Gig at ‘So Below’, “The Hub” of attention. For example, on the through my involvement with the the festival at ‘DG One’ and the evening of Saturday 16th May Original Bicycle Festival and some ‘Women on Wheels’ day at one the music gig with Cotton Town have became friends that I hope of the 7stanes sites, Kirroughtree. Music Club and Tea for One did to stay in touch with. I spoke to a I thought these offered a nice not receive much interest at all lot of festival goers, particularly range of roles and responsibilities with hardly any tickets being sold. when out and about in the crowds to achieve maximum desired The band and artists were true at the two criteriums, and was Feather Flag Pull-up display Branded cube experience from. As well as this, talents and I feel their potential reassured and quite inspired by a it was also arranged that I would was not maximised. I’m not sure lot of their efforts - a lot of people if maybe location of the gig or had travelled far to attend some AD SCHEDULE MARCH APRIL MAY co-ordinate a radio based festival target audience had something to of the events and were so excited Specialist Bike Magazines competition to promote two local do with it, but still feel given the by what Dumfries & Galloway Cycle (CTC) Magazine Half Page cycle centres and the Dumfries right advertising this evening could had to offer. Many even asked if Singletrack Half Page based West Sound Radio station. I have been another great success the festival would be an ongoing Cycling Plus Quarter Page left this meeting feeling like I had quite a lot of responsibilities, but for the festival. Similarly with the thing, hoping for it to be back Bike radar website Web Banner this was more than welcome as it children’s book author talk on the next year. It was moments like Scottish National Press was exactly why I had got involved same day. The ‘Women on Wheels’ this that made being a volunteer Sunday Herald 60,000 inserts in the first place. The Council’s day at Kirroughtree however, so worthwhile - seeing people The Scotsman 1/8 page Events Strategy Officer in particular achieved excellent attendee sharing the enjoyment that I myself Local Press provided me with excellent chances numbers, and genuine interest experienced. Dumfries & Galloway Standard 4 Page supp. 2 x FP, 1/8 page, 1/4 page to gain first hand experience in was shown that women can be the The Galloway News 4 Page supp. 2 x FP, 1/8 page, 1/4 what it’s like to play a part in such future of cycling! page Cumberland Times 1/4 page 1/8 page D & G Homecoming leaflet 1/4 page D & G Visitor 1/4 page

28 29 MEDIA NAME DATE DESCRIPTION SIZE COST/CC EQUIVALENT The Press Generated for Cycling COLUMN (£) ADVERTISING CENTIMETRES VALUE (£) in Dumfries and Galloway National The Scotsman – Magazine 23/05/09 OBF / Avalanche Enduro plus image ¾ page 34.15 / cc 4507.50 Scotland On Sunday 17/05/09 Danny Macaskill – mention of OBF ½ page 27.32 / cc 1530.00 Media Analysis The Independent – Traveller 09/05/09 Travel Agenda - OBF 19cc 42 / cc 798.00 The Scotsman Magazine 09/05/09 Welcome to your weekend – Listing ¾ page 34.15 / cc 4507.50 & main photo Observer 03/05/09 What to watch in the world of sport 6cc 46 / cc 276.00 this week

Campaign Period: December 2008 - May 2009 Sunday Post 03/05/09 Rob Scott’s Top Ten - Listing 4cc 48.50 / cc 194.00 MEDIA NAME DATE NOTES OTS – (OPPORTUNITIES TO SEE) The Herald Magazine 02/05/09 Travel Feature – cycling in D & G / 2.5 pages £6,000 / page 15,300 OBF & Broadcast £,3300 / page IWC Media Ltd – Channel 4 tbc Feature within documentary - Scots Who ? Scottish Sun 01/05/09 News feature – Danny MacAskill / 0.5 page 20,079.50 Made The Modern World - Kirkpatrick listing for OBF Macmillan The Times 29/04/09 OBF Listing 2cc 71 / cc 142.00 BBC TV - network – The One Show 01/06/09 Piece of Kirkpatrick Macmillan, OBF and D& 4.13 million The Scotsman – Recommends 29/04/09 Best of the OBF ¾ page 34.15 / cc 4507.50 G as a cycling mecca News of the World - Scotland 26/04/09 Travel - Double page spread with 1.5 pages 176 / cc 30215.25 BBC radio Scotland – Sports Weekly Criteriums mentioned in the round up 380,000 Mark Beaumont and plug for OBF / Border TV 14/05/09 Danny MacAskill & The Clan – Dumfries Town 60,000 Kirkpatrick Macmillan Centre News of the World - Scotland 26/04/09 Feature on Granny Mave / WOW 0.5 page 176 / cc 10071.75 BBC Radio Scotland – Movie Café 14/05/09 Short feature on Film Festival 210,000 The Independent – The 11/04/09 The 50 Best Spring Days Out - OBF 8 pages 10000 per 80,000 BBC Radio Scotland – Out of Doors 16/05/09 Feature Radio Scotland figures (933,000) No specific Information no 23 with image page for show. The Times 19/02/09 Photos & news piece - launch 35 cc 71 / cc 2485 South West Sound W/C 11/05/09 Interview with Jackie Davidson, Scottish 113,000 The Scotsman 19/02/09 Photo and caption - Launch 32 cc 34.15 / cc 1092.80 Cycling - OBF The Herald 19/02/09 News - In Brief - Launch 7 cc 29.50 / cc 206.50 BBC Radio Scotland – Out of Doors 09/05/09 Feature Radio Scotland figures (933,000) No specific for show. Magazines – Specialist / Trade / lifestyle BBC Radio Scotland - news 08/05/09 News piece Radio Scotland figures (933,000) No specific MBR (Mountain Bike Rider) June 2009 OBF – WOW – listing plus image 10.5cc 35 / cc 367.50 for show. MBUK June 2009 OBF – WOW (no copy) ? BBC Scotland – TV-Reporting 08/05/09 News piece 550,000 Men’s Fitness June 2009 The Experts – Mark Beaumont – with 1 page 1120 per ½ 2240 Scotland OBF listing page BBC Radio Scotland – Movie Café 07/05/09 Feature on play and OBF including 2 Radio Scotland figures (933,000) No specific The Big Issue in Scotland 14/05/09 10 Things To Do – No 5 OBF 1.375 pages 1480 per 2035 interviews for show. page South West Sound From 03/04/09 Volunteer request – presenter reads and 113,000 The Lady 12/05/09 Listing plus image ¼ page 473 473 Look in the papers slot BBC Countryfile May 2009 Event of the Month – OBF – Double 2 pages 6750 double 6750 BBC Radio Dumfries 03/04/09 Volunteer appeal Radio Scotland figures (933,000) No specific page spread page spread for show. Bicycle Trade & Industry May 2009 Criteriums news ¼ page 447 447 Border TV 10/02/09 News piece 60,000 Dumfries & Galloway Life May 2009 OBF – front page image plus feature Front page picture 1000 per 4000 BBC Radio Scotland 10/02/09 News piece Radio Scotland figures (933,000) No specific on Kirkpatrick Macmillan and OBF 4 pages page for show. plus mentions throughout Flybe Uncovered May 2009 Listing (no copy) ? Commemorative ornament of the KM bike was presented to Stand Out Magazine May Listing with image (no copy) ? Graeme Obree, Scottish Cycling, Danny MacAskill and Rare Travel GBI 01/04/09 News Mention of OBF Standard display 575 575 Management for their services small to the festival Dumfries & Galloway Life April 2009 OBF Launch news plus image (half ½ page 550 per ½ 550 page) page Outdoor Trade & Industry April WOW 1/3 page 390 390 Wanderlust April / May Listing plus The World according to 1 page 2900 full 3000 with Mark Beaumont and OBF listing & page & 100 Project Manager Ian 3.5cc Barr takes part in BBC One Show filming. The Good Travel Guide April / May Double Page spread - OBF 2 pages 4800 double 4800 Angelica Bell was the page spread well known presenter Scotland Outdoors Spring 09 OBF Listing with image 6.5 cc 200 200 Bicycle Trade & Industry February Front page news feature ¾ page 1236 1236 2009 Bicycle Buyer ? News piece / Kirkpatrick Macmillan ? (no copy) Fitpro Magazine ? News piece with image - magazine ? Danny MacAskill at Drumlanrig Castle for fitness professionals (no copy)

THE EXTENSIVE LIST OF REGIONAL MEDIA COVERAGE HAS NOT BEEN INCLUDED ON THESE PAGES TO SAVE SPACE

30 31 The Public Relations Campaign for the Original Bicycle Festival

The PR campaign for The Original coordinating the marketing month. A number of high profile Broadcast Bicycle Festival was a six-month campaign, with Ian Barr, Events travel magazines included the The TV and radio coverage of campaign - December 2008 to Strategy Officer, Dumfries and Festival in their editorial. These the Festival was very strong. It the end of May 2009 - and was Galloway Council (particularly included Wanderlust, The Good included: carried out by Podge Publicity. during the event itself) and other Travel Guide, Scotland Outdoors, • BBC Network - The One Show, Strategically it tied in with the event stakeholders. Flybe Uncovered and Travel GBI, BBC Scotland – Reporting marketing campaign and the A few specialist bike magazines Scotland overall objectives of the Festival. The full coverage The Podge covered the Festival in print and The key aims and objectives for Publicity achieved is detailed online. These included MBUK • IWC for Channel 4 - Feature on the PR campaign for the Original below. and MBR as well as Bicycle Buyer Kirkpatrick Macmillan within Bicycle Festival were to: who were particularly interested documentary - Scots Who Made • Promote the Festival and the Magazine in the Kirkpatrick Macmillan link The Modern World - came as a individual events within the At a local level Dumfries and to the Festival. Other magazines direct result of awareness of the programme Galloway life were very supportive to promote the Festival include Festival covering both the event launch Men’s Fitness, The Lady, The Big • BBC Radio Scotland - News, Out • Promote local participation in and the festival programme Issue in Scotland, bicycle Trade Of Doors, Sports Weekly, The all forms of cycling in two separate issues (with and Industry, Outdoor Trade and Arts Café, The Movie Café • Showcase key Dumfries & some extensive coverage of the Industry, Fitpro Magazine and Galloway locations / venues programme in the May issue). Stand Out. • BBC Radio Dumfries - News, BBC Countryfile magazine volunteer appeal • Promote and capitalize on the devoted a double page spread • South West Sound - News, legacy of cycling in the region: to the festival as its event of the volunteer appeal and interview • Heritage of Kirkpatrick with Jackie Davidson of Scottish Macmillan Cycling • 7stanes Mountain Bike Trail Centres However the coverage from Financial Information Border TV / ITV Border was very • Tour of Britain disappointing with only two very Danny MacAskill at the Fort William Word Cup, 2009 short news features throughout • Promote sponsor/partner/ The Original Bicycle Festival was the campaign, despite the fact stakeholder involvement a £114,000 project, funding came that the event was being run from Dumfries and Galloway • Reinforce Scotland and in throughout the transmission Council (£32,000), the Dumfries particular Dumfries and region for a decent length of time. Galloway as a major venue for and Galloway Leader Programme (£57,000), Forestry Commission world-class events, outdoor also included organising photo Online Scotland (£10,000), Event Scotland activities and tourism opportunities, coordinating press Online coverage is very hard (£10,000) and Scottish Cycling visits, liaising with key media to analyse but by using google (£5,700). Podge Publicity put together a contacts (locally and nationally), media alerts, a free service, Podge long term ‘drip feed’ strategy that liaising with marketing and managed to pick up some solid Expenditure was almost equally involved a programme launch and project teams, researching new pieces of online coverage. This split between the costs of photo opportunity; the distribution contacts, assisting with copywriting included duplication of regional delivering the 20+ events within of news releases and general advertorials and attending news pieces on individual sites, the festival programme and event information - at least one meetings in Edinburgh and news pieces on the BBC site, festival marketing. There were also release a month at the early stages Dumfries. specialist cycling sites, cycling some project management costs and building to five in May; the blogs and national newspaper such as room hire and hospitality; pitching of Festival, individual Podge Publicity worked closely sites including The Telegraph, The volunteer co-ordination, events and travel features; and on their campaign with Rare Independent, The Scotsman. photography and other minor the distribution of images. It Management, who were expenses.

32 33 Lessons Learned & Legacies

1. The Original Bicycle Festival 6. The Festival planning group marketing, to build upon the 11. This report has detailed the as a unique and authentic investigated the feasability audience each year for the Tour events both introduced and event, based on Kirkpatrick of DG One hosting a major, of Britain, to attract decent strengthened by the Original Macmillan’s invention of the annual cycling expo. Even with crowds for 2010 cycling events Bicycle Festival. Although the bicycle and Dumfries and the stimulus of the Original such as the Girvan 3 Day Event festival is unlikely to run again, Galloway’s status as a genuinely Bicycle Festival (and at the time (which is to move to Dumfries in a number of cycling events that beautiful location in which of the work in question, the Easter 2010) and the Dumfries took place in May 2009 certainly to cycle, was of great interest imminent World Mountain Bike Criterium, which will take place will. to the media. This interest Conference on Sustainability) again in late May 2010. These however was because of the there was not enough business high quality additional cycling These include; unique and original qualities interest in this proposal. events can promote Dumfries The Scottish Cycling Dumfries of the festival and should the and Galloway as a great Criterium festival be held in subsequent 7. The Kirkpatrick Macmillan destination to watch cycling Avalanche Enduro UK years it is unlikely that it would monologue, the commissioned as well as to cycle and inspire recapture the same media 25 minute play is one important people of all ages and abilities CTC Discovery Rides attention. The rural location legacy from the festival. This to take up cycling. Women on Wheels (or a close of the festival is also likely to play is currently being touted relative) have been a contributory factor for radio production and 10. There was great energy and regarding the media interest. therefore may serve to further determination put into the The Burns Solway Coastal promote Kirkpatrick Macmillan Original Bicycle Festival by Sportive Challenge 2. The planning group’s decision and Dumfries and Galloway, public agencies and cycling to commission a high quality and is available for future event organisers. The festival And potentially; marketing and PR agency cycling events in Dumfries and spurred ideas for future The Beattock Open Time Trial galvanised the project, brought Galloway and across the UK. cycling development in the in external creative talent region: capturing these ideas The Stepping Stanes Family Fun and gave the Original Bicycle 8. The festival planning group and taking forward a cycling Day Festival a profile and reach Penpont Primary children were enthusiastic spectators when Danny MacAskill worked extremely hard to development plan for Economic it would not have achieved promoted the festival for later broadcast by the BBC One Show integrate volunteers and Development, Sport and The Kirkpatrick Macmillan Play had this approach not been voluntary organisations into the Tourism would have great is available upon request and adopted. planning and delivery of the potential for Dumfries and DG One introduced cultural Original Bicycle Festival. The Galloway. events around the Festival that A key lesson therefore is that Scottish Cycling, the funding 5. Unique projects often protocols the planning group has helped the venue consider unique festivals can work as agencies involved and Dumfries encounter there own specific put in place to outline the role Identifying the lead agency future cultural, as well as sports media creations but a major and Galloway’s cycling event problems and issues. The of volunteers in the planning to take forward this work is a programming. weakness is they do not build organisers. Original Bicycle Festival of the festival was regarded as primary difficulty however. year upon year community and planning group was not able helpful and the appointment 4. There is now an exciting visitor support, so their long to convey the value of the of a temporary volunteer range of cycling events in term cost-effectiveness is not festival to a number of regional co-ordinator gave, via the Dumfries and Galloway. Most that of year on year events. public and private sector volunteers recruited, the festival importantly, cycling event partners. The festival could great energy. 3. To deliver major events, organisers are skilled and have made a greater impact Dumfries and Galloway certainly from a Council committed individuals who are with local people if it had. 9. The balance of participatory Council wishes to perspective, strong partnerships an important resource to the Many local people, although to spectator events in the thank everyone who need to be in place. The basis promotion of Dumfries and interested in the festival, could Original Bicycle Festival was contributed their time, of the Original Bicycle Festival’s Galloway as a great destination not be convinced it was a probably about right. Cycling effort and expertise success was based upon the for cycling for leisure and sport. unique one-off and suggested festivals should be driven by towards making the strong partnership created Their contribution to economic they would support it in future the promotion of cycling and Original Bicycle Festival a between the Council and development should be fully years. an area’s cycling assets. There is Forestry Commission Scotland, recognised and supported. uniquely good humoured scope however with dedicated and laid back festival of cycling.

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