Making Sure the Real-Time Experience Matches the Potential and the Promise
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Part 3: The Current Offer Not many people know how to find excellent routes like this in Northumberland Making sure the real-time experience matches the Potential and the Promise Prepared for Cycle PaD by CycleTRAX & Recreational Tourism Services June 2013 Cycle tourism in Northumberland 2013: Part 3 – The Current Offer C2C: Sea to Sea Cycle Route; C&C: Coast & Castles Cycle Route; HCW: Hadrian’s Cycleway; RCR – Reivers Cycle Route; MTB: Mountain Bike; NCN: National Cycle Network Page 1 Part 3: Contents 3.0 Summary ………………………………………………………….Page 3 3.1 Long Distance Cycle Routes in Northumberland ……………..Page 4 3.2 Mapping and Publications……………………………………….Page 9 3.3 Cycling Areas……………………………………………………..Page 11 3.4 Mountain Biking & Other Aspects of Cycling ………..……….Page 12 3.5 Cycling Support Services………………………………………..Page 15 3.5.1: Cycling Related Websites……………………….…................Page 15 3.5.2: Cycling Shops……………………………………...…………...Page 16 3.5.3: Cycle Hire ………………………………………..……………..Page 16 3.5.4: Cycle Tour Operators ……………………….……..................Page 17 3.5.5: Luggage Transfer…………………………………..…………..Page 19 3.5.6: Cycle Transfer Companies and Other Holiday Providers ....Page 19 3.5.7: Accommodation…………………………………….. …………Page 20 3.5.8: Cafes and Tea Rooms…………………………………………Page 20 3.5.9: Public Transport for Bikes…………………………................Page 21 3.6 Cycling Events…………………………………………………….Page 23 3.7 Cycle Hubs Definitions……………………………………..........Page 26 3.8 Electronic Information and Navigational Aids………………….Page 27 Cycle tourism in Northumberland 2013: Part 3 – The Current Offer C2C: Sea to Sea Cycle Route; C&C: Coast & Castles Cycle Route; HCW: Hadrian’s Cycleway; RCR – Reivers Cycle Route; MTB: Mountain Bike; NCN: National Cycle Network Page 2 3.0 Summary Part 3 of this study reviews the current recreational cycling and cycle tourism offer in Northumberland and identifies every aspect of it. It begins by reviewing the existing signed network of cycle routes. Since the last route was signed in 2002, almost no improvements have been introduced to any route and only minimal maintenance to signs has occurred and even then this has happened on an ad hoc basis and not to a consistent standard. No link routes have been signed. Much of existing cycle route signage is in poor condition due to nil maintenance and there is no mechanism for managing the overall experience cyclists’ have of the full route process from decision to ride to returning home. All the main linear routes have been mapped but these maps aren’t reviewed annually so are prone to falling out of date. No income from map sales is re-invested in the routes; marketing is poor, the National Byway heritage cycle route is completely hidden from view with dated maps - if they can be found. A number of loop route maps exist all of which have appeared as a result of unconnected initiatives so there is no branding or standardised format; stock control and reprinting is not assured. More cycling events are being organised in Northumberland but there is no process for route quality to be assessed or to avoid date clash. The Mountain biking offer in Northumberland contrasts markedly. The success of the specialist trails for all abilities constructed at Kielder are steadily returning their investment. There is significant untapped potential for growing mountain biking on the county’s network of natural trails but no plans have been made to capitalise on this. As stated in Part 2 of this study, Cycle route monitoring is a vital piece of the jig saw and should be used to guide relevant cycling-related decisions. Locations for counters need to be reviewed to ascertain if they provide the most useful data. For routes to become products a range of key support services need to be in place so that the quality of the experience by users matches the promise of the promotion and ideally exceeds all reasonable expectations. Quality assurance would make all the difference. Northumberland is more or less one big cycling area although there are barriers caused by main roads, rivers and railways. Cycling hubs still remain an aspiration. Cyclists are known to appreciate website-based information and many are smart phone orientated. Cycle hire will always play a part in cycle tourism but supply and demand are not an easy mix. Bike transport to the start of routes and from the end as well during a route, are important facets of the total experience. Cycle tour operators also have an important role to play as indeed do baggage transfer services. Part 3 concludes that the basic infrastructure is largely in place but needs attention urgently to bring it up to an acceptable standard and provided the right improvements are made in the right place this shouldn’t be costly. The same applies to support services which need energising and better information. Marketing too is sorely in need of guidance and the introduction of branding backed up by quality products is long overdue. Payback and managing the experience are the missing ingredients and recommendations how both can be provided can be found in the recommendations. Cycle tourism in Northumberland 2013: Part 3 – The Current Offer C2C: Sea to Sea Cycle Route; C&C: Coast & Castles Cycle Route; HCW: Hadrian’s Cycleway; RCR – Reivers Cycle Route; MTB: Mountain Bike; NCN: National Cycle Network Page 3 3.1: Long Distance Cycle Routes in Northumberland Linear Cycle Routes in Northumberland The network of cycle routes in Northumberland began being envisioned in 1995 when Ted Liddle, its creator, was contracted to identify and survey suitable route alignments triggered by the creation of the National Cycle Network (NCN). Extensive local knowledge of the county and an obvious passion for Northumberland’s heritage and hidden byways underpinned the development of the following cycle routes summarised below by their creator. In cycle tourism terms and using mixed metaphors, this network is a both a rough diamond and a ‘sleeping giant’. Hadrian’s Cycleway (NCN Route 72 / HCW) Hadrian’s Wall World Heritage corridor is the ‘hook’ for this heritage cycle route which winds its way for 174 miles between Ravenglass and Tyneside. Only Silloth to the mouth of the Tyne is officially open although most of the west coast alignment is signed and frequently cycled. The 33 miles in Northumberland visits the iconic central sections of the Wall at every opportunity and would do so more if the infrastructure permitted which is why this scenic route meanders as much. The middle section of Hadrian’s Cycleway is hilly and literally passes numerous ‘doorways’ into Roman history. West to east is usually wind assisted and once the River Tyne is reached not far from the old Roman town of Corbridge, the remaining section to the North Sea is entirely flat. Case Study – Hadrian’s Cycleway Hadrian’s Cycleway affects two local authorities, three District Councils, two national parks (one only very slightly), two tourism bodies, various tourism network groups and one major Cycle tourism in Northumberland 2013: Part 3 – The Current Offer C2C: Sea to Sea Cycle Route; C&C: Coast & Castles Cycle Route; HCW: Hadrian’s Cycleway; RCR – Reivers Cycle Route; MTB: Mountain Bike; NCN: National Cycle Network Page 4 management body now called Hadrian’s Wall Trust. The route was fully mapped but only partially opened in 2002. The missing sections of route in West Cumbria have never been progressed despite several reports and recommendations. Signing for HCW in West Cumbria and even through Carlisle is a hotchpotch. A signing strategy for the unsigned sections was commissioned in about 2005 and subsequently a full set of expensive fingerposts were delivered to two locations and an independent contractor was pre-paid to erect them once permissions were finalised. This never happened and these expensive detailed specialist signs have never been erected. A full set of standard signs for Hadrian’s Cycleway was also purchased some of which were put in place but a number had to wait for posts to be installed at identified junctions. Even though a services survey was done, these posts have never been installed and the signs worth hundreds of pounds have been in storage since 2006. This is an example of unfulfilled management in one area of an increasingly popular long distance cycle route through Hadrian’s Wall World Heritage Site spills over into the quality of the experience offered in Northumberland. Cyclists undertaking any long distance cycle route see the ride as a complete experience and expect uniformity of standards throughout. The Pennine Cycleway (NCN Route 68 / PCW) Named after and mirroring the famous long distance walking route along the spine of England, the 355 miles long Pennine Cycleway between Derby and Berwick upon Tweed is split into 3 maps. The most northern 104 miles links the North Pennines with the near border town of Berwick upon Tweed and traverses some of England’s most dramatic unspoilt landscapes. After briefly sharing the C2C Cycle Route, the climbs through the North Pennines are replaced by the hilly sections of Hadrian’s Wall country. After sharing some 7 miles of Hadrian’s Cycleway, the oft fought-over remote ‘debatable lands’ are crossed and the route meanders over lonely hill and dale to edge the undulating Cheviot Hills before traversing flat lands to its end. South to north is recommended for this wonderful challenge route. Cycle tourism in Northumberland 2013: Part 3 – The Current Offer C2C: Sea to Sea Cycle Route; C&C: Coast & Castles Cycle Route; HCW: Hadrian’s Cycleway; RCR – Reivers Cycle Route; MTB: Mountain Bike; NCN: National Cycle Network Page 5 The Reivers Cycle Route (NCN Route 10 / RCR) Conceived to be a mirror image of the popular C2C Cycle Route, The 187 mile long Reivers Cycle Route traverses some of the least populated and most scenically wonderful terrain in England.