'Wheels Feet & Hooves'
‘Wheels Feet & Hooves’ A Destination Management Plan for Cycling, Walking and Equestrian Tourism in Mole Valley Created by Tourism South East & Associates on behalf of Mole Valley District Council Contents
Background…………………………………………………………………………………………… 3 Methodology………………………………………………………………………………………… 4 Strategic Context – National and Regional…………………………………………….. 5 Local Context…………………………………………………………………………………………12 Economic Impact of Tourism in East Surrey……………………………………………18 The Wheels, Feet and Hooves Experience……………………………………………..23 What Does the WFH Experience tell us?...... 50 Market Trends and Opportunities………………………………………………………….54 Wheels Feet and Hooves - Key Learnings……………………………………………….79 Leadership and Partnership……………………………………………………………………82 Strategic Principles…………………………………………………………………………………88 Recommendations………………………………………………………………………………….92 Background
The creation of the Destination Management Plan (DMP) for the Wheels Feet & Hooves Project is one of five successful bids within the Coast to Capital EAFRD (European Agricultural Fund for Rural Development) Rural Tourism Co-operation Project.
It is one of two plans in the East Surrey area commissioned in April 2017 by Tandridge District Council on behalf of the four Districts and Boroughs of East Surrey – Tandridge, Mole Valley, Reigate and Banstead and Epsom and Ewell
It links to the parallel East Surrey Rural Tourism Co-operation Destination Management Plan which addresses the wider rural tourism aspects of the four Districts and Boroughs.
For both projects a Rural Intervention Area has been designated by EAFRD which limits the beneficiaries of the projects to specific rural geographic locations within all four districts. However, it should be acknowledged that due to the impact on the rural areas the beneficiaries of some recommendations might extend beyond the designated area.
The Destination Management Plan is intended to show how the visitor economy can increase the value and contribution to the overall economic, social and environmental wellbeing of the rural areas in Mole Valley.
Continuity with the plans and activities already in train is one aspect of this plan; meeting new challenges and opportunities is the other.
The visitor economy is relevant to many stakeholders. This includes visitor accommodation, attractions and events, rural activities, heritage and culture, food and drink, meetings and conferences, hospitality and retailing. Mole Valley District Council has a range of responsibilities (such as strategic planning, economic development, visitor management, arts, culture and leisure). Other key players are Visit Surrey, Surrey County Council, Surrey Hills AONB and various ‘family plus’ clubs and associations who represent the interests of their members and participants in cycling, walking and equestrian activities. Methodology
This report draws on the evidence produced from a specific set of research exercises undertaken specifically in Mole Valley and across the wider East Surrey area during 2017/18:-
Destination Audit Economic Impact Analysis Visitor Research Surveys Non Visitor Research Survey Local Business Surveys Cycling, Walking and Equestrian Organisation Interviews Environmental Organisation Interviews Consultation Workshops Business Case Studies Online Marketing Audit
In addition, there have been a wide variety of local , regional and national strategies, policy documents, market studies and other research papers that have been used to inform and support throughout the creation of this DMP. They are all listed together with the commissioned research reports in the references section.
Acknowledgements
TSE and Associates gratefully acknowledge the active and continuous support of various council officers and members, the input and guidance from a range of key stake-holders, the participation of guest speakers and other key players in the area and the enthusiastic and positive input from all of the local workshop participants and interviewees. Rural Tourism Select Committee (RTSC) Strategic Context In 2016/17, the Government held a Rural Tourism Inquiry looking into a number National and Regional of matters relating to supporting rural growth and gathered a significant amount of written and verbal submissions from many representatives of rural agencies, destinations and businesses. Tourism Action Plan The UK Government produced a Tourism Action Plan In its submission, VisitEngland identified priorities for rural tourism as greater in August 2016. It identifies tourism as one of the recognition by all levels of local government, including in all relevant Local UK’s most important industries being directly Enterprise Partnerships’ strategic plans, of the value of the visitor economy; a responsible for 1.6 million jobs at all entry levels and more integrated transport network; nationwide broadband and 4G mobile generating £62 billion in GVA. It particularly signal coverage; and targeted business support for small and micro businesses. recognises the importance of overseas tourism which has been running at record levels in recent Evidence given by the National Association of AONBs years. It identified 5 key areas for action: – included:
Strengthening co-ordination and collaboration in the industry The Area of Outstanding Natural Beauty designation is uniquely British. This Skills designation does not exist anywhere else in the world. It is a unique selling Common sense regulation point for the English countryside and the NAAONB hopes this can be Transport appreciated by the national agencies. Welcome - especially the visa system There is a need to improve collaboration between AONB partnerships and DMOs to facilitate the growth in rural tourism. Subsequently, a new Discover England Fund (DEF) was launched, allocating There is a need to unlock tourism potential in AONBs by diversifying and £40 million for product development projects targeting overseas markets modernising the offer and generating business opportunities appropriate to for the period May 2016 – March 2019.The National Trails (North Downs local environments and communities. Way) was the most relevant beneficiary related to East Surrey. The AONB designation provides a valuable marketing opportunity to individual local authorities who have all or part of an AONB within their Tourism Sector Deal administrative boundaries. In 2017, the Government published the next stage of the Modern Industrial The AONB designation exemplifies partnership working and a collaborative Strategy recognising tourism as a sector. approach to place based solutions that pulls together many strands of rural economic development – destination management, marketing, local business The Sector Deal plays particular attention to the needs of rural and coastal support, local transport solutions etc. businesses with regard to rural leadership, lack of digital connectivity, AONBs should be regarded as integral elements of the country’s economic fragmentation of transport, seasonality, business skills and developing new infrastructure requiring improved investment. product. RTSC Evidence on Cycling
Cycling UK believes that non-competitive recreational cycling can provide a huge range of benefits, both to individuals (improved physical and mental health) and to rural economies, including the public transport connections serving them. In essence, people engaging in all forms of cycling activity need: Suitable routes and/or locations where they can cycle safely and enjoyably, free of conflict with other users or uses of the countryside A support package, including safe and convenient access to the locations where they can go cycling, information on and promotion of these locations (including maps and waymarking), and opportunities for refreshments and (where appropriate) accommodation
Cycling UK specifically mentioned a number of areas that could enhance the returns from cycling: Extending access to paths on open access land to horses and cycles. This could open up valuable opportunities, providing significant health and local economic benefits with minimal environmental impact. Specifically, just three of England’s 15 National Trails are fully open to horses and cycles, with two other routes being incomplete. The development of cycle facilities in a number of locations has seen the creation of a local market and stimulated start-up businesses like bike shops and hire facilities, cafeterias, etc. Mandatory rate relief could be extended to include a wider range of small rural business, such as the only remaining cafeteria/tea shop in a settlement, or to cycle retail, hire and/or repair businesses. Better integration with and between tourism and public transport and specifically the provision for carrying cycles on some rail and most local bus services.
The National Trust pointed to the poor provision of safe walking and cycling routes in rural areas as a major issue. With regard to the National Cycle Network, it recognised that there has been some excellent work done and it is generally supported by transport authorities, but the Network and promotion of rural tourism are not always well linked. The National Trust also raised the importance of permissive paths. In some rural areas, permissive paths are a vital but often under-utilised resource that can support the visitor economy, link to visitor attractions and complement the rights of way network. It is important that schemes that include permissive access are continued. RTSC Evidence on Walking
The National Trail Working Group considered that the promotion of walking in high quality landscapes along England’s finest walking routes is of vital importance in order to maximise National Trail tourism benefits, which are predominantly felt in some of the most rural areas.
National Parks - Better maintenance and promotion of existing walking and cycling connectivity between urban and rural areas as well as the creation of more shared use/off road paths would encourage more people to visit the coast and countryside and to leave their cars behind. This would have a positive effect on the visitor economy, on people’s health and reduce congestion and traffic impacts in rural areas.
The Ramblers Association maintains that all parts of England have much to offer tourists, both foreign and domestic. This potential can be developed by improving access to the countryside, expanding the nation’s network of paths, trails and green spaces and better promoting these opportunities to visitors. In particular, increased awareness and positive experiences will draw people to visit areas off the beaten track, benefitting local economies and the country as a whole.
The Association suggests that the total benefits from walking are greatly in excess of the costs of path restoration and maintenance. In particular, the numbers of visitors to the areas outside London could be increased by providing more and better opportunities for visitors to experience the landscapes of England on foot.
They also propose that LEPs give strong encouragement to direct investment to rural areas to maximise growth opportunities for the micro-businesses and small and medium enterprises that depend on tourism and can spread the benefits of economic recovery. RTSC Evidence on Equestrian
The British Horse Society considered that equestrianism should be promoted through all sub-sectors of tourism including health tourism, tradition and heritage, cultural tourism and adventure. Equestrians prefer to use the Rights of Way Network (ROW), bridleways and byways or other safe off-road riding opportunities and the BHS felt that in many areas the ROW network is fragmented and poorly maintained requiring the rider to use the road network.
Other considerations to encourage rural tourism and use of the countryside are:-
The provision of parking for horse transportation in areas of interest such as the coast and areas of outstanding natural beauty. Access to information both before rides and during to aid and increase participation; for example - routes should be available on parish websites with distances on all finger posts on routes. All existing tracks (whether carrying public or private rights) across open access land to be made available to horse riders and cyclists.
The BHS also felt that there was a lot more support could be given to equestrian centres in three areas:
Enormous discrepancies exist between riding centres when it comes to the issue of business rates and, generally, the cost of business rates is a barrier to business growth. Equestrian businesses are usually small family run and would benefit from training and skills development in subjects such as marketing, funding and common business planning tools. Simplifying the process of change of use for land from agricultural to equestrian use.
The Ride Yorkshire Foundation considered that equestrian needs should receive a higher profile in planning for leisure use of rural and protected areas. At the time that the public rights-of-way network was designed, leisure riding was relatively restricted and there was little demand for off-road, recreational riding from people who did not have access to land through owning it (or knowing people who owned it). As a result, many routes historically used by horses were incorrectly designated as footpaths. The Foundation propose that funding and policies need to be provided to address this situation in supporting the re-designation of some footpaths as bridleways and connecting villages and small towns by off-road routes. Department of Transport – Cycling and Walking Investment “For too long, some have seen cycling as a Strategy 2017 niche activity, rather than a normal activity for all. If we can increase levels of walking In April 2017, the Rt. Hon. Chris Grayling MP, Secretary of State for Transport announced a new Investment and cycling, the benefits are substantial. For Strategy for Cycling and Walking in the UK. The Strategy aims to double cycling activity by 2025 and reverse the people, it means cheaper travel and better decline in walking that has occurred in the last few years. health. For businesses, it means increased productivity and increased footfall in shops. For that to happen, the Strategy aims for “cycling and walking to be the natural choices for shorter journeys in And for society as a whole it means lower every urban and rural community in England.” congestion, better air quality, and vibrant, attractive places and communities.” Rt. Hon. The Strategy also identifies previous work by: Chris Grayling MP, Secretary of State for Sport England – Towards an Active Nation (May 2016) - which sets out Sport England's new strategy and Transport plans to measure, influence and directly fund, including its role in supporting cycling and walking. Public Health England - Everybody Active, Every Day (October 2014), highlighting that walking and cycling are often the easiest ways to build activity into daily life and are good for physical and mental health. Public Health England is continuing to support the public health system and transport planners on prioritising and taking action on active travel.
In the main Investment Strategy there are five main sources of funding identified for cycling and walking:- DfT cycling and walking specific programmes DfT local transport programmes Other central government programmes supporting cycling and walking Local body programmes Initiatives led by business and the third sector
The Strategy also makes specific reference to investment planned for Bike and Rail initiatives such as Plus Bike an information portal for those that use both bike and rail in their journeys and the Cycle –Rail Programme to enable ongoing delivery of a package of measures to enhance cycle facilities at stations. Although these strategies are not specifically related to the visitor economy the impetus that may result from such strategic ambitions is likely to increase the number of British taking part in cycling and walking, including as a holiday and leisure activity as well as improving the infrastructure and facilities available which will benefit domestic and overseas visitors alike. National Planning Policy Framework (NPPF)
With regard to the Rural Visitor Economy the NPPF has two main areas that relate to the Wheels, Feet and Hooves DMP:
Local and Neighbourhood Plans should ‘support sustainable rural tourism and leisure developments that benefit businesses in rural areas, communities and visitors and which respect the character of the countryside. This should include supporting the provision and expansion of tourist and visitor facilities in appropriate locations where identified needs are not met by existing facilities in rural service centres”
Sustainable Transport – one of the core planning principles is that the planning system should ‘actively manage patterns of growth to make the fullest possible use of public transport, walking and cycling, and focus significant development in sustainable locations.’ Coast to Capital Local Enterprise Partnership (C2CLEP) – Rural Statement 2016
The LEP Rural Statement recognises the tourism and hospitality sector as an important contributor to the prosperity of the area. ‘Cycling is an increasingly important leisure activity in the area and the Surrey Hills AONB is The major advantages of the area that would support further growth of the rural visitor economy are now a national centre for both on and off-road identified by the LEP as the natural landscapes and environment; the proximity to London; the cycling with many high-profile events such as presence of Gatwick Airport and fast access to the continent. Generally, the Rural Statement calls for the PrudentialRide London event which is strategies and interventions that would benefit a number of rural visitor economy subsectors broadcast in 76 countries. Much more could be including:- done to maximise the economic benefits of cycling to the area and to promote it nationally Active tourism - large parts of the South Downs Way the North Downs Way and the Pilgrims’ Way and internationally.” go through Coast to Capital Food and drink-related tourism Themed attractions - historic houses, market towns or cultural activities and events which could be linked together and make a joined-up offer, possibly including accommodation Encouraging event visitors to also visit the local area Developing more business-related tourism
With regard to walking, cycling and equestrian it notes that:
“The relatively strong presence of sports-related employment indicates the growing popularity of Coast to Capital as a destination for “active tourism” such as cycling, walking and equestrian. Cycling and walking are particularly popular with day visitors due to the availability of a large amount of superb countryside in easy reach of London much of it with protected status and/or public access. Local Context
Local Authority Strategies Mole Valley Economic Prosperity Strategy 2018-2028 The MVEPS recognises that 90% of Mole Valley’s 258 square kilometres Mole Valley Rural Community Strategy is considered to be rural with a substantial proportion of that being Launched in 2017, the MVRCS identified its within the Metropolitan Green Belt and/or within the Surrey Hills vision as: AONB. “To support thriving, inclusive and sustainable rural areas which enhance It also offers convenient access to central London and is situated close the prospects for Mole Valley’s rural to Gatwick and Heathrow Airports. communities and businesses and preserve the value of the district’s natural assets for future Within the long term economic vision, it draws attention to: generations”. “…a strong desire to focus upon Mole Valley’s rural economy linking to With regard to the visitor economy it identified five specific ambitions: Mole Valley’s Rural Community Strategy. In addition, the visitor Increase the value (not necessarily the volume) of the visitor economy and tourism economy emerged as areas that need better co- economy within Mole Valley ordination and focus”.’ Effectively manage the interrelationship between visitors to Mole Valley and the needs of the residents, specifically related to cycling Within the medium-term bank of projects, the rural and visitor and horse riding economy is singled out and includes: Promote Mole Valley as a high quality, yet sustainable visitor The overhaul and redevelopment of key local websites destination Undertaking regular surveys of visitors to ensure that the area is “in Work in partnership with key Mole Valley attractions, tune with what people are looking for” accommodation providers and support businesses relevant to the Holding an Annual Rural Community Summit to keep the rural and wider visitor economy visitor economy at the top of the agenda Ensure the new Local Plan recognises the need for and the benefits Organising rural ‘business road shows’ to ensure that funding of, sustainable rural tourism opportunities and support for businesses generally is communicated throughout rural communities It also set out the need to ensure that the value and economic potential of the rural visitor economy was included in the Mole Valley The Strategy also picks out a possible initiative for a Cycling Hub and Economic Prosperity Strategy and the Mole Valley Local Plan. It also Track to create a new destination experience building on the area’s laid the ground for the funding and delivery of the Wheels, Feet and reputation for cycling. Hooves project. Local Context (con)
Local Plan – Future Mole Valley There would appear to be support for the provision of visitor accommodation where it is required to meet demand. There is an expectation that development of visitor accommodation would be The Local Plan will form the basis on which planning applications will located in the district centres of Dorking or Leatherhead, or through be decided in the District and Future Mole Valley is the name for the conversion of existing buildings, or the redevelopment of previously next Plan which will cover the period 2018 – 2033. It will include developed (brownfield) land. targets for delivering new housing and identify locations for new Depending on the frequency, AirBnB use of an existing dwelling development. It will also set out those areas which will continue to be would generally not amount to a material change of use requiring protected. The Plan is due to be adopted by the end of 2019. planning permission. With regard to emerging accommodation types (like glamping, In the absence of an adopted Local Plan, opinion was sought from the shepherd’s huts, tree houses, etc) some of these may be considered as District Planning Service on various visitor economy related issues. moveable structures and will not require planning permission, although the use may depend on whether it materially changes the Key Points use of the property. The planning authority is generally supportive of farm The Rural Community Strategy 2017 is seen as setting out the diversification within the framework of rural policies, particularly strategic view with regard to the rural visitor economy. where it can be demonstrated that it supports the continuation of Under the NPPF there is a general presumption against new farming operations. development in the Green Belt. The exceptions form a closed list. The continued operation of local facilities and services such as pubs Development needs to fall within the list of exceptions to be that may be under threat are generally supported and the expansion considered acceptable. However, there is an opportunity to change of buildings to accommodate changing requirements would be viewed the Green Belt boundary as part of the review of a Local Plan. favourably, subject to the overall constraints on development in the Due to the sensitive nature concerning development in rural areas rural area. it is considered that it will be vital to demonstrate evidence of need Rural transport issues - the planning process is looking at ways to for specific development associated with the visitor economy and the address societal changes (e.g. shopping and leisure habits, use of value that such development would generate. private car) by investigating an option of making modest additions to It will be important to make thorough assessments of the benefits / rural villages to arrest the decline in population and provide impacts from any particular use/ development assessed in the wider opportunity for younger families or downsizing to take place. It is context of the environmental and social aims of the planning authority recognised that rail services are generally poor in rural areas, most and where these conflict, a reasoned argument made as to which being on branch lines with limited services, especially in the evenings takes priority. and there is support for better rail services where available. Local Context (con)
Mole Valley Cycling Plan Surrey County Council published The Surrey Cycling Strategy in March 2014 and one of its key actions was to: … work in partnership to develop local cycling plans for each of Surrey’s 11 districts and boroughs that are responsive to local needs and concerns … In September 2014 the Mole Valley Local Committee agreed to adopt the local Cycling Plan and Action Plan. This was also adopted by the Mole Valley District Council Executive in October 2014.
The Action Plan outlined eight local cycling priorities:- Seek to ensure that cycle training is widely available across all areas of Mole Valley Encourage the take-up of cycling as a means of sustainable transport Enhance the visibility of and promote existing cycling information Encourage positive relationships between all road, bridleway, shared path and trail users Promote and encourage cycling as part of a sustainable and healthy lifestyle Reduce any adverse impacts of sport cycling on our communities, including businesses Seek to design and build infrastructure that best suits the needs of residents in Mole Valley Work with relevant organisations to maintain and improve existing cycle routes
The Cycling Plan covers cycle infrastructure, promotion and events, cycle training, safety campaigns and monitoring cycling. Local Context (con) Surrey Hills Area of Outstanding Natural Beauty (AONB) .
The Surrey Hills was one of the first landscapes in the country to be designated an Area of Outstanding Natural Beauty (AONB) in 1958. It is now one of 38 AONBs in England and Wales and has equal status in planning terms to a National Park. The Surrey Hills AONB stretches across rural Surrey, covering a quarter ‘The Surrey Hills attract millions of visitors of the County. every year who contribute to the economy of the area in sectors as diverse as wine 36% of Mole Valley District lies within the AONB. production and wood fuel. The Hills are protected as part of London’s Metropolitan The Recreation and Tourism Policy of the Management Plan 2014 – 2019 provides that: Green Belt and provide an outstanding “The Surrey Hills will be enjoyed and cherished as an Area of Outstanding Natural Beauty for its own natural resource for London and Surrey intrinsic qualities and in ways that contribute to the local economy and that are sensitive to the impact on residents to enjoy outdoor pursuits, taste local communities and the environment.” local food and explore market towns and picture postcard perfect villages’ AONB Policies that are especially relevant to this particular DMP are considered to be:
L6 - Develop and deliver a mountain bike and cycling strategy for the Surrey Hills as part of the Surrey Cycling Strategy. The AONB see the main challenges beyond RT1 - Visitors and visitor facilities will be encouraged where they benefit the local economy and 2019 as being: enhance people’s health, enjoyment and understanding of the Surrey Hills, whilst respecting the landscape character and biodiversity. “The need to balance the expected increase RT2 - Information about recreation and tourism in the Surrey Hills will be made accessible to a diverse in visitor pressure, particularly cycling, and range of potential visitors through a wide range of media in order to foster a greater understanding of the the aim to bolster the rural economy whilst AONB and its considerate use. safeguarding the primary purpose of the RT4 - The design and development of new visitor facilities, and the maintenance of existing facilities, AONB designation to conserve and enhance will have regard to the needs of people of all abilities to access and enjoy the Surrey Hills landscape. the natural beauty of the landscape.”
The AONB Unit is based in Mole Valley and is responsible for taking forward initiatives derived from the Surrey Hills AONB Management Plan. There is a commitment to review the AONB Management Plan and deliver a new Plan for adoption by 2019. Local Context (con) Surrey Hills Area of Outstanding Natural Beauty (AONB) .
The Surrey Hills Brand Values are identified as:
Distinctive: high quality image of rural Surrey Surrey Hills ‘Family’ High quality: the best of its kind Enhancing: landscapes, life and business The Surrey Hills AONB Board has established Fun: positively engaging its communities, visitors and business a Surrey Hills group of organisations to help support the delivery of the AONB Key words in the Brand Values are identified as: Management Plan. ‘Passionate, Energetic, Enterprising, Creative and Collaborative’ The driver has been the recognition that:- In the Business Plan for 2018/19, the Project Priorities are identified as: ‘Government funding is heavily constrained, Delivering the 60th anniversary of the AONB designation for 2018 so working collaboratively through the family Developing the Discover section on Walks; Cycling; Horse Riding; and Arts and Heritage on the website provides an opportunity to diversify and Identifying, funding and promoting hacking trails through the Equestrian Working Group broaden the resource base, including access Surrey Hills Arts, Surrey Unearthed roll-out and enabling the North Downs Way National Trail 40th to skills, funding and volunteering.’ Anniversary Develop proposal and bids to implement 70km Cycle Surrey Hills network with Cycling UK and London The ‘Family’ encompasses:- Marathon Charitable Trust Develop and implement 35km single track mountain bike network across Leith Hill, Holmbury and AONB Unit and Board, Peaslake, to manage mountain biking and reduce land owner liability working with Friends of the Surrey Hills Society, Hurtwood Surrey Hills Enterprises Dress the RideLondon Surrey route as part of the 60th Anniversary celebrations Surrey Hills Trust Fund Develop Trust Fund strategy including new website and events programme with the Community Foundation for Surrey, including support for the Surrey Hills Challenge and Festival of Outdoor Sport at Denbies VisitSurrey Inspirational Dorking – Creating a vibrant and well-marketed VisitSurrey was established as a CIC in 2011 after the closure of the RDAs and town centre using the fantastic offer that is already here subsequent reduction in funding to the Regional Tourist Board meant that the alongside new and ambitious projects. Area Tourism Partnership structures were disbanded. It is partially funded by the This includes creating a strong brand to market to local, national County Council and some of the Districts including Mole Valley and raises its other and international visitors; creating large scale events and making funding from website advertising and ad-hoc projects. the PrudentialRide work better for Dorking; having an extensive customer service training programme; working in partnership with The website contains a specific section covering Mole Valley District with further the Surrey Hills; better co-ordination with the local tourism detailed information on Dorking, Leatherhead, and a number of attractions, but industry. there is no specific mention on this page of cycling or equestrian activity and one reference to walking with regard to the Mole Gap Trail. However, the Things to Do Operational Dorking - making Dorking work on a day-to-day section of the site includes specific information on Cycling and Mountain Biking; level and providing a warm welcome to our visitors, customers Walking and Hiking and Horse Riding. and clients. This deals with traffic and parking issues; cleansing and maintenance of the town; greater partnership working The future of VisitSurrey is uncertain with increasing pressures on its funding and between businesses and MVDC and Surrey CC; improving access ability to engage with both the public and private sector. routes including signage, planting and artwork; improving the VisitDorking website; attracting larger numbers of quality staff to Business Improvement Districts (BIDS) work in the town centre.
There are three BIDS in East Surrey - Dorking, Oxted and Caterham - with others Aspirational Dorking - Working towards a strong future for potentially in the pipeline. Dorking with a business community that is able to affect long term change in the town centre through collaborative leadership. The Dorking BID is not only in Mole Valley but is also within the EAFRD designated This aims for the BID to be actively involved in local strategic rural area. planning; producing an Investment Prospectus to attract businesses to the town; lobbying for better accessibility by public The BID Business Plan sets out a number transport to Dorking; to provide a strong voice for businesses in of strategic ambitions with a total spend of the town; to develop better opportunities for online trading; and over £1million during 2017-2022, to access additional funding for the BID. many of which could play an important Dorking BID Business Plan 2017-2022. part in the success of the ‘Wheels, Feet and Hooves’ DMP. Economic Impact of Tourism in Mole Valley District Total Business Turnover per District 2016
An evaluation of the impact of visitors on the economy of all the East Surrey Districts and Boroughs was undertaken using the Cambridge Model utilising data Tandridge £88m from the period ending December 2016. This model covers both urban and rural areas of the Districts. Trying to separate urban and rural impacts would be too Reigate & Banstead complex and probably not valid so the full results of the model are used here. £188m Certainly in the case of Mole Valley where 90% of the area is considered to be rural this approach is entirely appropriate. Epsom & Ewell £73m It is estimated that the total expenditure by visitors to the whole of Surrey is over £1.5 billion supporting 35,000 jobs. Those visiting East Surrey Districts and Mole Valley Boroughs, based on the modelling in this project, have a direct spend of £403m £194m resulting in a total business turnover of £543m which supports over 9,300 jobs – 4.6% of the total jobs in the whole East Surrey economy. 0 50 100 150 200 250
Key indicators from the Cambridge Model for Mole Valley District include:- Total Jobs in Visitor Economy 2016 Total business turnover - £194m Total number of overnight and day trips - 2.7 m Total 9370 Direct expenditure by visitors - £143m Total jobs supported – 3280 1562 Proportion of total jobs in the economy – 7.7% Percentage of total visitors on a day trip – 92% 3280 Mole Valley Value of day trips - £91m Value of overnight stays - £56m Value of domestic visitors is slightly higher than international staying visitors Epsom & Ewell - £29m v £27m Those staying with friends and relations (VFR) account for 43% of trips and 3249 Reigate & 34% of the value compared to those using commercial accommodation Banstead 1279 The greatest proportion of expenditure by all visitors is on food and drink – Tandridge £53m Economic Impact of Tourism in Mole Valley District (con)
A total of 2.7 million trips were taken in Mole Valley District – Domestic overnight stay visitors accounted for 75% of the trips but only mostly day trips (92%) Mole Valley 52% of the expenditure (£29m) – almost the same as overseas visitors at Day Trips v Overnight Trips 2016 £27 million.
Mole Valley 0.206 Domestic v Overseas Value 2016
Day Trips m Overnight Trips m
2.5
£27m Domestic Mole Valley £29m Overseas Day Trip Value v Overnight Trip Value 2016
£56m Day Trips £m
Overnight £91m Trips £m Economic Impact of Tourism in Mole Valley District (con)
Types of accommodation - 57% of the trips were in commercial With regard to type of commercial accommodation used 71% was in the accommodation and 43% staying with VFR. However in terms of serviced sector. Serviced Accommodation also accounted for the value it was 66% and 34% respectively. majority (77%) of the expenditure
Mole Valley Mole Valley Trips for Overnight Stays in Commercial v VFR Trips by Commercial Accommodation Type 2016 2016
1%
1% 43% Commercial 27% 57% VFR Serviced Caravan & camping Self catering/hostel Mole Valley Second homes Value of Overnight Stays in Commercial v VFR 71% 2016
34% Commercial VFR 66% Economic Impact of Tourism in Mole Valley District (con)
Type of Expenditure - Across all trips the greatest expenditure was on For overnight visitors 36% of spend was on accommodation, food and drink £54 million (37%), followed by shopping (19%), travel 21% on food and drink, 18% on shopping and 10% on (16%), attractions/entertainment (15%) and accommodation (14%) attractions/entertainment. Day visitors spent far more (46%) on food and drink. Mole Valley Expenditure by Type Overnight Stay Visitors 2016 Mole Valley Expenditure by Type from All Trips 2016
Accommodatio n Shopping Accommodation Food & Drink Shopping Attractions/Ent Food & Drink Attractions/Ent Travel
Mole Valley Expenditure by Type Day Visitors 2016
Accommodation Shopping Food & Drink Attractions/Ent Travel Economic Impact of Gatwick Airport
The Gatwick Growth Board commissioned a study by Oxford Economics in District Nights by Nights by 2017 to look at the impact of both overseas and inbound visitors to the Overseas Domestic local economy (including London). Visitors Visitors
The report – Gatwick Airport’s Impact on the Visitor Economy - estimates Mole Valley 200,000 50,000 that 200,000 nights were spent in Mole Valley District by overseas visitors entering the country via Gatwick Airport and 50,000 nights by domestic Reigate & Banstead 90,000 20,000 visitors flying in via the airport. The Cambridge Model estimates that overseas visitors accounted for a total of 365,000 nights in Mole Valley – Tandridge 60,000 15,000 equating the two reports indicates that over half (54%) of the overseas visitors arrive via Gatwick. Similarly, domestic visitors flying in via Gatwick Epsom & Ewell 40,000 10,000 account for 11% of overnight stays in Mole Valley – these visitors were flying in primarily from Scotland, Northern Ireland, the Channel Islands, Total 390,000 95,000 the Isle of Man and the South West of England. % of total nights 30% 6% The Gatwick report estimates that under one scenario of passenger traffic growing by around 20% between 2016 and 2025, Airport activity would facilitate an increased economic impact reaching £6.5 billion in GDP terms (measured in 2016 prices) and around 98,000 jobs. Some of this would undoubtedly benefit the East Surrey/Gatwick Diamond area. The Wheels, Feet and Hooves Experience
This section of the DMP gathers together several areas to establish what the WFH offers is for visitors, businesses and other organisations think about it and how it performs and is promoted. The main sections are:-
Accommodation Audit – the accommodation stock audit (inc. AirBnB) establishes the range of accommodation on offer.
Cycling, Walking and Equestrian Audits to identify services, infrastructure and other relevant WFH products.
A 360°perceptions analysis – visitor surveys taken throughout Easter 2017 – October 2017; Non-visitor survey of prospective visitors in London and the South East; views of AirBnB providers and guests; interviews with various organisations and businesses involved in the visitor economy; and results from the consultation workshops.
A Marketing Audit – analysing how WFH is promoted using various search terms in Google and on TripAdvisor. Rural Visitor Accommodation – East Surrey
An accommodation audit of all commercial accommodation identified More Tandridge and Mole Valley stock is in rural rather than 7,331 visitor bedspaces in East Surrey with 63% in the designated rural urban areas:- areas. A further 1,000 active bedspaces were identified on the AirBnB platform for East Surrey – only 40% of these in the designated rural area. Accommodation Bedspaces Urban v Rural Areas 2018
Accommodation Bedspaces All Districts 2018 All Districts
Tandridge
Reigate and Banstead Urban
Rural Epsom and Ewell
Mole Valley
0 1000 2000 3000 4000 5000
Rural Urban Rural Visitor Accommodation – Mole Valley
Total bedspaces for the whole of Mole Valley District is 2,913 – accounted Mole Valley has the largest and widest variation of accommodation provision for by 51 establishments. 2,242 bedspaces (77%) are in the designated out of all the districts and boroughs in East Surrey. It is however, dominated rural area. An analysis of AirBnB provision in the District identified 86 by serviced accommodation(68%) with the largest hotels located near to active properties providing over 280 bedspaces in either self catering or Gatwick Airport – Russ Hill Hotel being one the biggest with 380 bedspaces. home share type accommodation. Nearly 60 of these are in the rural There are a couple of large caravan and camping sites at Henfold Lakes and designated area accounting for an extra 200 bedspaces. The rural/ urban Etherley Farm and a number of hostels/educational group centres in the split is the same as for East surrey as a whole. Surrey Hills AONB. Self catering provision is limited and mostly uses AirBnb as a route to market but does include a property on the National Trust Polesden Lacey Estate. There are a few examples of glamping with the Surrey Hills Yurts and Shepherds Huts at the Green Escape. Mole Valley District Rural Accommodation Bedspaces by Type 2016 Urban v Rural Bedspaces
Urban Tandridge
751 Rural
Reigate and Banstead Hostel/Group Camping and Caravanning Self catering Epsom and Ewell 2442 Serviced
Mole Valley
0 500 1000 1500 2000 Rural Visitor Accommodation – Mole Valley (con)
Quality ratings TOTAL AirBnB Listings and Bedspaces by District August 2018 Listings % of Bed % of Only 48% of the serviced accommodation has a nationally assessed Total spaces Total star rating. The Trumbles Guest house is the only 5 star and the Mole Valley 86 28% 288 27% highest rated large hotel is the Mercure Burford Bridge. Trumbles also tops the ranking on Trip Advisor for all hotels in the County. In Epsom & Ewell 51 16% 197 19% addition a good selection of smaller serviced accommodation Reigate & 110 36% 344 33% operators have a 5 star rating on Trip Advisor. One of these is Surrey Banstead Hills Yurts. Tandridge 61 20% 226 21% Total All East 308 100 1055 100% Surrey AirBnB Sharing Economy Accommodation RURAL ONLY Air BnB listings and Bedspaces by District August 2018 in East Surrey a total of over 300 listings have been found for Listings % in Bed % of all % of AirBnB provision accounting for over 1000 bedspaces. Just over Rural spaces Bed rural 40% are in the rural designated areas. This adds about 10% to total spaces only bedspace capacity and is largely either self catering or home share Mole Valley 59 19% 207 20% 45% B&B type provision. Tandridge and Mole Valley hold most of the rural supply. Epsom & 2 0.65 2 0.19 0.43% Ewell % % In Mole Valley there are 86 properties providing over 280 Reigate & 21 7% 69 6% 15% bedspaces in either self catering or home share type Banstead accommodation. Nearly 60 of these are in the rural designated area Tandridge 46 15% 182 17% 40% accounting for an extra 200 bedspaces. Total Rural 128 42% 460 44% 100% Only East Surrey Rural Visitor Accommodation Map – 68 establishments (exc AirBnB) https://drive.google.com/open?id=1e-3BJBCNwNTSSer5BDuDtSK-Y3JiI2Zx&usp=sharing Rural Visitor Accommodation Map – AirBnB Wheels – Cycling in Mole Valley
Cycling tourism has a wide definition, from professional road racing to mountain The Cycling Audit identified:- biking to leisurely family cycle routes. Mole Valley is a very popular cycling destination stemming from its association with the 2012 Olympics and the 8 cycle shops specifically within Mole Valley and 2 Surrey wide PrudentialRide London Surrey event. that also cover the area 2 online suppliers (Spokes Online and Veloscape) For health and sustainable transport reasons there has been a strong strategic push 4 local cycle cafes at national level to increase the participation in and opportunities for, cycling. This 4 cycle hire facilities (including one of the cafes) has been picked up at local level in planning and transport policy in facilitating more Local cycling clubs such as Muddy Moles, LovetoRide, Dorking and safer provision. Mole Valley also has an active resident population that Cycle Club, SeeAbility (cycling for the visually impaired) undertakes cycling, standing third in the list of all English authorities for residents Cycle parking at 10 railway stations in the District including a that cycle for recreation purposes more than 5 times a week. state of the art Cycle Hub at Dorking providing 216 spaces with bicycle repair stand and pump, CCTV, lighting and 24-hour access As a result of the creation of a Surrey County Council Cycling Strategy a local Cycle 16 Cycling Clubs inthe surrounding area that regularly cycle to or Plan exist for Mole Valley together with a Mole Valley Cycle Forum but is very through the District focused on supporting and promoting cycling for the local population. A mountain bike skills coaching business – Singletrack School Dorking Many types of events / competitions each of which have their own participant types and characteristics: Time trials, Surrey League, and Sportive events (or similar). The latter attract higher numbers of cyclists and add to cycling numbers in Mole Valley at single participation events. A ‘world class cycling event – the Prudential Ride – which receives global coverage Case Study – Cycling – PrudentialRideLondon - Surrey
“A true legacy of the 2012 Games”
Developed by the Mayor of London and his agencies in 2013, Prudential RideLondon is a world-class festival of cycling and normally takes place at the end of July. The event is managed by the London & Surrey Cycling Partnership (LSCP). The Partnership comprises London Marathon Events Limited, Sweetspot Group and London Borough Councils, Surrey County Council, The Royal Parks, the London Legacy Development Corporation and British Cycling.
The professional race involving 150 top international cyclists is broadcast live on TV in the UK and overseas.
Amateur cyclists also participate in the Prudential RideLondon-Surrey 100 – a 100-mile challenge on the same closed roads as the professionals, with the added incentive of raising money for good causes.
The event also features the Prudential RideLondon-Surrey 46 – a 46-mile sportive created specifically for newer and also younger cyclists.
The 100 takes in Leith Hill, Box Hill, Dorking and Leatherhead on multi circuits through these locations. Dorking has two big screens in the town for spectators to follow the race.
An economic impact study was undertaken in 2015 – the event’s third year. It estimated that it contributed £23.8m to the economy and drew in more than 200,000 spectators. Up until 2015 the event had raised more than £29m for good causes. Cycling Routes
There is almost an infinite number of possibilities with regard to cycling ‘routes’. The RidewithGPS APP for example has 11,683 rides within 5 miles of Dorking! There are also a number of formal routes:-
Sustrans National Cycle Routes - National Route 22 connects Banstead and Brockenhurst in the New Forest via Dorking, Guildford, Farnham, Petersfield, Havant, Portsmouth and the Isle of Wight between Ryde and Yarmouth.
The Travel Smart initiative identifies designated cycle tracks, greenways, signed advisory routes, cycle lanes and where there is cycle friendly traffic management.
The Surrey Cycleway is a signposted cycle route consisting of a main loop of 150km (94 miles) and 9 links. It was first created in 1995 and gives cyclists the chance to explore some of the more tranquil parts of Surrey. The route uses quiet country roads and lanes and is well signposted. It stretches across most of East Surrey.
The Olympic Road Race Route is not signposted but is well known and stretches back into London to Buckingham Palace. It is featured on many cycling APPs.
Surrey Hills AONB recommends 7 mountain biking and road routes – these include mountain biking at Leith Hill, Oxted and Reigate Hill. Road routes include an Olympic route at Box Hill and an Ockley TT family ride. Cycling Marketing Audit Cycling Marketing Audit Key Findings The Visitor and Non-Visitor Surveys undertaken as part of this project indicate that apart from recommendations by friends or family the largest single source of The presence of the comprehensive Routeyou/cycle- information to encourage visits is from online sources – this could be online route.com/mapmyride type sites at all level of searches means that there review sites like Trip Advisor, destination websites, individual attraction websites, is a wide choice of very detailed information available for the committed etc. road cyclists including the option to book accommodation. In addition, there is no printed Mole Valley destination guide or dedicated tourist Strava appeals to much more competitive cyclists and is very social information service operating in the District. The Marketing Audit, undertaken at media oriented although many sites now encourage ratings and the beginning of 2018, concentrates on websites and other information that commentaries about cycling experiences. appears on various search terms in Google that relate to cycling, walking and equestrian in Mole Valley District. The Surrey Hills is a very strong attractor in these sites and the AONB, VisitSurrey and MVDC appear frequently at local and county level. The methodology comprised search terms relating to five levels – Dorking, Mole However, at regional and national searches the Surrey specific sites Valley, Surrey Hills, Surrey and Southern England. disappear and VisitEngland only has cycling information for the South West region. TSE’s website normally appears in the top five but has very limited information on cycling in Surrey.
… you'll see why the Surrey Hills are one of the The tendency for searches to bring up articles and recommendations favourite destinations for London cyclists. for the ’10 Best Rides’ type features indicates how important it is to secure PR both in specialist magazines but also through local media like You'll wind in and out of forests and catch GetSurrey. beautiful views as you dip and dive on quiet lanes. Reward yourself with coffee and cake The spin off from coverage of the PrudentialRide creates significant upon reaching the top of the final climb, the global coverage particularly for the Box Hill section of the ride. famous zig-zag road of Box Hill, at the National AirBnB hosts frequently mention The Prudential Ride and Olympic Trust Cafe.’ Strava 2018 Cycling legacy
The search audit produced no evidence of package holiday operators offering cycling tours to Mole Valley or East Surrey. However, later research identified a Surrey Hills cycling package being offered by international tour operator Bikecation (see Case Study). Cycle Tourism – Case Study – Bikecation in the Surrey Hills
East Surrey is clearly visited by thousands of cyclists every year but the destination and marketing audits have identified only one cycling holiday package to the area - Bikecation one of Europe’s leading independent cycling travel businesses. ‘The ideal way to experience the Surrey Hills Area of Outstanding Natural Beauty is by bike. The Area of Outstanding Natural Beauty embraces an amazing variety of countryside, from the rolling chalk downs of yew and box woodland and flower meadows, to the heaths and woodland of the Greensand Hills that rise to form the highest point in south east England at Leith Hill. The picturesque medieval town of Guildford is located in the centre of the Surrey Hills and is perfectly situated for cyclists looking to explore the area. It has also hosted the finish to a stage of the Tour of Britain, when in 2012 Mark Cavendish won on the cobbled hill climb to the top of Guildford high street.’
The package includes staying at the Harbour Hotel or Holiday Inn Guildford where there is secure bike storage and customers also receive a cycle information pack containing 6GPX/Strava routes from the town centre.
‘The climbs in the Surrey Hills are short but do pack a punch as many can be well over 15% in places. There are plenty of routes you can ride depending on how much climbing you would like to undertake and the weather conditions are fairly good most of the year.’
Bikecation does recognise that the area is notoriously busy :
‘The Surrey Hills are always teeming with cyclists, especially on the weekends but the increase in traffic during Saturday and Sunday does put people off. It’s best to spend a few week days riding around and between April and October to extend the daylight hours.’ Cycling – The Local View
Environmental Organisations Potential Solutions Interviews were undertaken with the CPRE, Surrey Wildlife Trust, Sustrans and the Surrey Hills AONB. They highlighted a number of issues about cycling and its Both Sustrans and CPRE recommend courses of action to limit impact on the rural environment:- environmental impacts to try and dissipate the number of cyclists as far as possible across the whole area, by raising the appeal of nearby The high volume of cars visiting the area is due to business and commuter destinations and creating cycling and routes to neighbouring areas. traffic as much as leisure visitors. As a result , the fast and efficient movement of vehicles may be a higher priority than the needs of those driving and cycling for A minority of off-road cyclists venture away from the official off-road leisure purposes. One of the main environmental issues is the sheer number of paths and on to land which is unsuitable for cyclists and their activities. cars especially using smaller country lanes, which disturbs the natural tranquillity They create and use makeshift jumps and other features on this land, of the area. activities which cannot be monitored or controlled and which can be There are benefits to developing the visitor economy by increasing visitor dangerous. Sustrans and Surrey Hills AONB Unit are working to develop numbers, but traffic issues need to be addressed. Increasing visitor numbers and link up cycle routes across Surrey (and elsewhere) and to introduce inevitably means encouraging more car access and the need to work towards signage along routes to warn cyclists about the dangers of unsuitable improving car parking facilities including signage for walks. cycling practices. The high volume of cycling activity in Mole Valley especially at weekends and holidays mainly around key areas such as Leith Hill and Box Hill causes congestion The clear definition of official routes and bridle-paths for off-road on roads, particularly on steep hill climbs. Less considerate cycling behaviour cycling needs to be a priority. There are also ambiguous areas around legal such as riding two-abreast in these areas brings cyclists into conflict with car responsibilities of land owners regarding maintaining land and drivers. Tensions caused by cyclists and their interaction with motorists occur in discouraging ‘problem’ off road cycling behaviour. certain areas rather than being a widespread problem throughout the whole District. The increased number of Sportive and similar cycling events in the Mole Valley area has caused a problem due to the increased number of cyclists congregating in the same area at the same time. There is a proliferation in unregistered cycling rides which have taken place along with the difficulties they cause. This applies to the Surrey Hills because of its concentration of appealing cycle areas and the number of cycling visitors the area attracts. Cycling – The Local View
Cycling Clubs Case Study - Mountain Biking - Single Track School
Telephone interviews were conducted amongst cycling clubs who use the area of Single Track School based in Dorking provides mountain bike skills Mole Valley for their activities. coaching, mountain bike technique courses, mountain bike skills weekends, women's mountain bike skills courses, private mountain The countryside around the Mole Valley area is picturesque and provides bike skills tuition, off-road skills instruction for kids and families, challenges for cyclists, especially Box Hill and Leith Hill. The inclusion of Box Hill in guided singletrack rides and cross country bike adventures in The the Olympic road cycling route has added appeal to the area as a cycling Surrey Hills and beyond. destination. However, some cycling clubs try to avoid these popular places because of the over-crowding at certain times and because some cyclists prefer Also offers team building and corporate entertainment events for the less challenging flatter terrain. corporate customers, and experience days and social events for The vast majority of club activities focus on road cycling. There are many schools, clubs, youth groups, stag parties and hen parties. country roads in the Mole Valley area which are good for cycling but smaller country roads were noted for having potholes. Singletrack courses include Holmbury Hill, Pitch Hill & Winterfold Bridleways are good for off-road cycling in the South East as a whole, without Woods, Leith Hill and Box Hill and The North Downs. The cross country singling out any particular area. courses include Box Hill & Ranmore, Common Loop, North Downs Groups of club cyclists with a more casual approach to the sport are more Way, South Downs Way and Surrey Hills Killer Loop. likely to include a break for coffee / cakes during their weekly rides and this is generally happens at known coffee shops /cafes in Mole Valley or other areas Although it provides multi-day and weekend courses there is no they are visiting. There may well be a demand for more from cycling groups. connection to local accommodation. Three main types of competitions or cycling events were identified, each of which have their own participant types and characteristics: time trials, Surrey “It's the first time I have ridden in The Surrey Hills and was truly League, and Sportive events (or similar). The latter attract higher numbers of impressed with the trails and the fantastic riding available cyclists and add to cycling numbers in Mole Valley at single participation events. accentuated by your knowledge of the area” Justin - Lightwater Cycling clubs can access information about routes to use for their cycling activities fairly easily through apps and online mapping sites. There was no significant additional demand for cycle shops to hire bikes or buy cycling equipment or repair services. Cycling – The Visitors View
Between April and October 2017, 1,146 face-to-face interviews were conducted Key Findings across East Surrey with 552 at sites in Mole Valley in places such as Box Hill and Leith Hill and during the Prudential Ride 2017 in Dorking. The key findings in relation to cycling were:
The majority of visitors were from Greater London (56%) or the South East (36%). On road cycling was the second highest main activity 17% came from within the County of Surrey with next largest counties being (14%) much higher than the 3% for off-road cycling. Hampshire (4.7%) and East Sussex (4.3%). 51% rated cycling in Mole Valley the area as either “excellent” or “good” compared to 25% for East Surrey. Mole Valley Visitor Survey 2016 Source of Visitors When asked to give reasons for these ratings most were South East positive for Mole Valley, focusing on the area’s “good roads for cycling” (42%), “popular cycling routes” (39%), the South West “quality of cycling trails/ routes” (33%) and “a lot of choices/ East of England options for cycling” (32%).
North West The Olympic Route was mentioned by 20%.
North East The average frequency of visits to the area is once every 44 days, skewed by cyclists who visit on average every 17 East Midlands days. West Midlands There was strong interest in using cycle trails (77%), shops Yorkshire & The for cycle parts or repair (74%) and taking part in cycling Humber events or competitions (73%). Scotland
Wales 54% said they had watched / taken part in the Prudential Ride and 74% were interested in doing that again in the future. Cycling – The Visitors View (con)
In the wider East Surrey survey the views of those interviewed in Mole Valley relative the those interviewed in other parts of East Surrey indicates a greater awareness and value placed on cycling.
All Mole Valley East Surrey
Good roads for cycling 35% 42% 25%
Popular routes/other cyclists 34% 39% 26%
Quality of cycling trails/routes 31% 33% 27%
A lot of choices/options for cycling 29% 32% 25%
Olympic route 17% 20% 13%
Good sign-posting/clear directions 10% 12% 7%
Roads too busy 3% 2% 5%
Too busy/crowded with people 2% 2% 4%
Not enough places to go cycling 2% 1% 5%
Not as good as other areas 1% 1% 2% Case Study – Cycling – Tour de France 2014 and Tour De Yorkshire
The impact of the Tour De France coming to the UK in 2014 was a £128 million total boost to Yorkshire, Cambridgeshire, Essex and London - £102 million to Yorkshire. “The Tour de France was great news for lots of businesses, especially those working in tourism, hospitality and cycling. The boost to our economy is a significant return on the investment and has created a strong pipeline of trade and investment deals. And that was only in the run up to, during and just after the event – we expect additional spending in the future.’
“The most memorable and rewarding thing for me was the complete cross section of the local communities who got involved. It was a delight to see so many people talking and enjoying the vibrant atmosphere.” Cllr Ann Naylor, Essex County Council
The Tour inspired people to have a go - from adapted bike sessions, cycling lessons in schools to charity rides for amateurs. “Participation in cycling has never been so high. Young people responded enthusiastically to the Tour and all the cycling opportunities that came with it. We expect this to lead to people being healthier and happier in the long term.”
The race appeared to have enhanced the image of the area as a place to visit. Over half a million visited again in the three months after the race and research showed that around 800,000 visitors strongly agreed they would recommend the areas to friends and family. Organisers also claimed it enhanced the profile of businesses generally. The International Business Festival showcased Yorkshire and the UK to over 2,000 participants from 10 different nations. The programme of exhibitions, seminars and briefings was “designed to drive business growth and raise the profile of the opportunities that the UK has to offer.”
Since 2014 The Tour de Yorkshire arose as a legacy event following the significant success of the Tour de France with the first event in May 2015. From 2015 to 2017 it was a three day race and in 2018 expanded to four days. The race has always taken place over the three days before the May Day bank holiday and in 2015 generated £50 million, £60 million in 2016 and £64 million in 2017.
At the Walking and Cycling Workshop in November 2017 Peter Dodd from Welcome to Yorkshire reported that the 2017 event race was shown on ITV 4 in 180 countries with an audience of est. 832 million and over 2 million spectators lined the route. Over 6000 articles were published with 70 pieces in national press and 3,000 mentions on TV. 1.5 million people were on the website over the weekend; 63% more than the year before and Facebook Live broadcast across the globe with 715,000 views of the video.
He stressed that the competitive cycling was only “20% of the event” – the rest was about the community events with the organisers undertaking 45 road shows around the region prior to the event to get the local communities involved. The event raised funding for charitable causes, stimulating cycling as a health benefit, started a Yorkshire Bike Libraries project to enable easy access to bikes (36,000 children rode bikes as a result). Feet - Walking in Mole Valley
Walking has a wide definition and is primarily undertaken by day visitors. There are scores of short walks in the countryside and protected landscapes. Local rambler organisations, civic societies, health groups, the AONB’s, the National Trust, Surrey Wildlife Trust, Surrey County Council and environmental groups are extremely active in providing for guided and self-guided walks. The County Council also has a link to commercial provider iFootpath which has an Explore Surrey collection of 51 digital guides on an App created in partnership North Downs Way with the Council. About half are in East Surrey and 11 in Mole Valley.
Notable trails include the Deepdene Trail in Mole Valley and there are several long distance walking trails that run across the DMP area:-
The North Downs Way - is one of 14 National Trails in England and is a 153 mile route from Farnham in Surrey to Canterbury and on to the White Cliffs of Dover. Oxted, Reigate and Dorking are used as stop over points for walkers on this trail. The National Trail website itself identifies nearly 30 East Surrey accommodation providers near to the trail. The Pilgrims Way - is the historical route taken by pilgrims from Greensand Way Winchester to Canterbury Cathedral. The route also links with the South Downs Way at Winchester. The Pilgrims Way website identifies a number of churches to visit from the route and other refreshment, hostel accommodation and one B&B. Greensand Way - is a long distance path of 108 miles from There are many organised walking programmes and one significant Haslemere in Surrey to Hamstreet in Kent. It follows the Greensand walking festival - The Mole Valley Ramblers Spring Walks Festival which Ridge along the Surrey Hills and Chart Hills. In Surrey, the County had over 100 people taking part in 2017. It offers around 30 free walks Council has split it into ten sections half of which run through East over ten days from the end of April and into May. However, there is no Surrey including Dorking, Reigate Park, Castle Hill, Oxted and Limpsfield link to further assistance e.g. accommodation or advice for anyone Chart. wishing to stay in the area to take part in the event. Walking - Marketing Audit
In a similar fashion to the cycling audit there was a focus on digital presence for walking in Mole Valley as a result of using search terms at four levels – Mole Valley, Surrey Hills, Surrey and Southern England.
Key Findings
There is a wealth of downloadable and app information on walking trails with the environmental and conservation organisations (such as the National Trust, Wildlife Trust, Woodland Trust, AONB Unit) actively engaged in promoting the Surrey Hills including paid for Google ads.
The Ramblers add to a local and national series of initiatives to walk simply on health grounds.
There is a lack of presence for National Trail information at the local level which impacts on the awareness of the North Downs Way. The Trail itself appears to be used by a limited number of Walking Holiday Operators (only one was found) whilst the South Downs Way seems much more popular.
At regional level the National Trust, Tourism South East and walking holiday operators provide coverage for Mole Valley but the lack of information on Surrey generally at VisitEngland means it does not appear at these higher-level searches.
Trip Advisor will also tend to work at this higher level.
Walking is frequently mentioned by hosts on AirBnB entries. Box Hill, Leith Hill, Denbies and Polesden Lacy and the presence of the National Trust, were most referenced. Walking – the Visitors View Respondents were asked to give reasons for choosing Mole Valley and most were positive, focusing on the area’s “good countryside for walking” (66%), In the same visitor survey undertaken between April and October 2017, “quality of walking trails / paths” (49%) and “a lot of choices / options for of 1,146 face-to-face interviews conducted across Mole Valley (552) walking” (44%) and 37% thought there was good signposting / directions and the other Districts, visitors were asked about walking as an activity. All Mole Valley East Surrey The key findings in relation to walking were: Good countryside for walking 65% 66% 64%
The principle activities amongst visitors to Mole Valley were Quality of walking trails/paths 46% 49% 44% “enjoying fresh air / countryside” and “walking”, with the latter being the main activity for 37% of visitors A lot of choices/options for 44% 42% 46% walking 73% rated walking in the area as either “excellent” or “good”, with ratings particularly high for Mole Valley (85%) compared to East Surrey (62%), Those who were engaging in walking activities on their current Good sign-posting/clear 33% 37% 29% visit gave a rating of 94% directions
Lots of walks/popular 19% 22% 15% Don't know enough about 1% 1% 2% walking in this area
Too busy/crowded with people 1% 1% 0% Not enough places to go 0% 0% 1% walking
Respondents who were walking in the area were asked about their interest in future visits . There was greatest interest in walking part of the North Downs Way (80%), with additional interest in staying in accommodation (49%) whilst doing so, as well as walking on Greensand Way and walking activities for families . Walking – The Visitors View (con)
Walking Clubs
Telephone interviews were conducted amongst walking clubs who use the area of Mole Valley for their activities. Feedback included:-
Walking clubs who visit the Mole Valley generally organise weekly round trip walks which start and end from a car park at places such as National Trust sites and Denbies. Members who take part are mainly aged over 50 and are retired.
Some walks stop at pubs or coffee shops along the way whilst participants on other walks bring their own picnics. Occasionally pub lunches are organised as part of club activities, separate to organised walks. However, the commercial opportunities from walking club groups are thought to be relatively limited.
The Mole Valley and East Surrey areas are thought to offer good opportunities for walking but not significantly better than other rural areas of the South East. Some walkers found the topography of Box Hill and Leith Hill to be challenging and were therefore best avoided.
There were some reports of paths in the Mole Valley area being in a poor state of repair but this was not noted as a main issue. When any damage was reported to the Council it was felt to be dealt with before it became a major problem.
Cyclists speeding down steep hills such as at Box Hill causing danger to walkers and pedestrians was considered an issue by many. Hooves - Equestrian in Mole Valley The audit identified around 60 establishments in Mole Valley involved in equestrian provision – this includes stables, livery yards, stud farms and riding/ equestrian centres. Those in the rural area that are believed to be most relevant to the visitor economy are:-
Wyvenhoe Equestrian Centre, Wyvenhoe Great Bookham Equestrian Centre Bridleways Equestrian Centre, Great Bookham Pachesham Equestrian Competition Centre, Leatherhead Badgers Farm, Leatherhead Sariah Arabian Riding Centre, Dorking (for sale) Daniel Brown Carriage Driving, Dorking The Billy Stud, Dorking Crockers Farm (Livery) Coldharbour (Horses Welcome establishment including self catering accommodation)
Many Mole Valley equestrian centres are small family owned business primarily targeting a local audience. Livery is mixed with the offer of hacking and lessons and there are a number with arenas and regular show event programmes. Notably :- Paschesham specialises as a competition centre from February until November and is looking to extend its facilities with a new arena. Badgers Farm has its own Farm Shop on site. Carriage Driving is offered at the Daniel Brown venue. The Billy Stud is one of the ‘UKs largest Sport Horse Studs’ although it doesn’t offer equine visitor activities but is still likely to attract visitors. Hurtwood Park Polo Club at Ewhurst Green, although just outside the MVDC boundary but still within the Surrey Hills AONB, will have an influence on equestrian activity in the surrounding area and the potential to benefit the visitor economy. The venue is popular for weddings, parties, corporate and general events. Epsom Downs Racecourse is again close to the MVDC boundary and will impact on surrounding equestrian activity and benefits the visitor economy due to the diversity of uses of the venue.
Very few equestrian centres mention of on site accommodation or working with local accommodation providers in Mole Valley – the self catering units at Cold Harbour, which is a livery, are available for general leisure stays in the Surrey Hills. Equestrian in Mole Valley (con) Surrey Hills Equestrian Working Group
The Equestrian Working group was established in November 2015 to promote horse riding in the Surrey Hills. The membership comprises local resident horse riders, carriage drivers, a journalist, and a representative of the British Horse Society. The Aim of the working group is to ensure that:-
“The Surrey Hills is promoted, managed and enhanced as an area of safe enjoyment for horse riding and carriage driving through a network of trails that benefits the rural economy.”
The objectives of the working group are:
Creating a network of trails for hacking and carriage driving Promoting long distance equestrian routes Clearance and surface improvements, including protecting and enhancing access for horse riders and carriage drivers Reviewing opportunities to claim bridleways and permissive routes Raising awareness of horse safety with other users Ensuring effective promotion, signing and waymarking of all bridleways Reviewing parking for horse boxes and trailers and associated infrastructure Liaising with other users (Mountain Bike Working Group, Surrey Countryside Access Forum and SCC Horse Riders Working Group). Considering horse riders and carriage drivers when new developments are in the planning stage
Horse Riding Routes – Surrey Hills
The Surrey Hills AONB is proactive in promoting routes for horse riding within the AONB:-- ‘The Surrey Hills offers a truly spectacular venue to horse ride. With extensive rights of way, open commons, sunken lanes, easy access, picnic sites, attractive market towns and villages and outstanding scenery, it is a must destination for any rider.’ However, none of the routes fall into the Mole Valley District boundary. Equestrian Marketing Audit Using similar methodology to the cycling and walking audits, the audit focused on digital presence for equestrian in Mole Valley as a result of using search terms at five levels – Dorking, Mole Valley, Surrey Hills, Surrey and Southern England. However, the term ‘horse riding’ was used instead of equestrian due its more common usage.
Key Findings
Unfortunately, local searches are dominated by the presence of Mole Valley Farmers (agricultural supply business based in Devon) listings and it will be difficult to combat this.
There is a lack of information on VisitSurrey and Surrey County Council sites and they both point to the Surrey Hills AONB site for detailed information.
Some Surrey based establishments appear very adept at search engine marketing which could provide pointers for the equestrian sector.
Trip Advisor is key with regard to searches at regional level but none of the Mole Valley establishments feature on Trip Advisor - perhaps because they attract few external visitors.
There is no information at a Tourism South East or VisitEngland level on horse- riding in Surrey generally.
Judging by the absence of media coverage of all kinds, there would appear to be a lack of horse riding related PR activity in the area.
Only one external provider of riding holidays in the Surrey Hills (Equestrian Escapes) was found.
There is no evidence on AirBnB entries of horse riding as a potential activity. Wheels, Feet and Hooves – Visitor Survey
Motivations/Influences to Visit in the Future In terms of what would encourage visits in the future most indicated the countryside, nature and wildlife or visiting a specific tourist attraction. Other main drivers were experiencing the area’s history and heritage, walking, visiting an event or festival, going to a country pub and sampling local food and drink. The main influences to visit were recommendation by friends or family (inc by social media), search engine listing, online review sites e.g. Trip Advisor. Websites of particular attractions, events, activities and quality accommodation were also mentioned as potential influencers along with printed material and information from the local Visitor Information Centre. Reasons for visiting East Surrey in the future 2017 Communications which influenced decision to visit 2017
None of these Previous visit 34% Other sports activity Recommendation by Friends/Family 24% Opportunities for equestrian activity (taking… Search Engine(eg Google) 15% Tour around in car/bus/coach Spa break Online Review sites(eg Tripadvisor) 8% Shopping/window shopping Friends/Family via social media 7% Opportunities for cycling Website of an attraction/event in the area 6% Educational visit Brochure/leaflet about attraction/event in area 5% Visiting a coffee shop or tea room Horse Racing website 5% Visiting a restaurant or cafe Guidebook(or online guidebook) 4% Visiting or meeting relatives Visitor Tourist Information Centre 4% Local food and drink Online Maps 4% Country pubs Website for walking/countryside 4% Visiting an event or festival Website of local council/region 3% Visiting or meeting friends Website for cycling 2% Opportunities for walking Experiencing the history and heritage of the… Advertising Online 1% Visiting a tourist/visitor attraction TV or Radio Programme 1% Enjoying nature and wildlife of the area Accommodation website 1% Enjoying fresh air/countryside None of these 13%
0% 10% 20% 30% 40% 0% 5% 10% 15% 20% 25% 30% 35% 40% Wheels, Feet and Hooves - Views from Non-Visitors
Telephone interviews were conducted in with 400 households living in London and the South East who had not visited East Surrey in the previous Reasons to Visit by Non-Visitors 12 months.
The key findings were:
Nearly two-thirds associate East Surrey with activities such as walking, cycling and other sports although the main association with the area is attractive countryside When asked which activities may encourage future visits to the area, six in ten said walking and one in five said cycling Of those with an interest in cycling or walking, the majority gave a rating of good or excellent for opportunities in the area Just below one on ten said they might attend a cycling event to watch (9%), business event (8%), cycling event to take part (7%) and 6% may attend a different type of sporting event All respondents were asked if they would be interested in visiting professional cycling events held in the area such as the Prudential Ride AirBnB London-Surrey. 19% said yes and 69% would not be interested . Those more Analysis of the 60 property entries on AirBnB in the Mole Valley rural area likely to be interested were aged 18 to 35 indicates strong promotion of walking and cycling opportunities, rural food Those who said they might visit East Surrey to take part in cycling in and drink (especially local pubs) and the countryside generally. Box Hill, future were asked to rate the opportunities for cycling in East Surrey. 27% Leith Hill, Denbies, Polesden Lacy and the presence of the National Trust rating them as good and 47% as excellent are frequently mentioned along with the Prudential Ride and Olympic Of these, 69% said they might be interested in off-road cycling and 47% Cycling legacy. None mention horse riding as a potential activity. road cycling in the area. There was a clear age split with younger respondents more likely to express an interest in off-road cycling and older For guests on a leisure break, the feedback is generally very positive about respondents road cycling the Surrey Hills and the countryside generally with many expressing a wish Of those who said they might visit East Surrey to take part in cycling 60% to return for longer stays. The proximity of, and opportunity to escape referred to cycle trails with 36% interested in cycle hire, 29% in cycle apps, from, London are commonly mentioned attributes of East Surrey. First 24% in organised activities and 24% in cycle storage time visitors were motivated by the chance to explore a new area and, for most, East Surrey exceeding expectations. Wheels, Feet and Hooves –A Local View
Local Business Survey
A business survey was conducted in Mole Valley in 2017 with 37 responses.
The key findings were:
The main strengths of Mole Valley were identified as countryside/ rural/ landscape (33 businesses), cycling (19 businesses), proximity to London so that Londoners can visit (12 businesses) and proximity to London so people can visit London whilst staying in East Surrey (11 businesses) and walking (11 businesses).
In terms of what would benefit the visitor economy in Mole Valley the top mentions were more and better accommodation, more and better car parking, more and better visitor attractions and better restaurants.
Encouraging more cyclists to stay longer in the area and more to stay overnight were cited by many businesses as potentially beneficial.
One-off events such as the Prudential Ride and Surrey Classic Race were thought by 12 businesses to be a major benefit for Mole Valley.
However, during the time they are held, they are a main source of revenue for only 3 businesses and provide some revenue to another 6 whilst they detract from the revenues of 16 businesses. Wheels, Feet and Hooves –A Local View Favourable Situations Consultation Workshops
Workshop on Walking and Cycling and Equestrian took place during late 2017 and early 2018.
The Walking and Cycling event took place at Dorking Halls and was attended by 25 participants. It included a presentation by Peter Dodd from Welcome to Yorkshire on the Tour de Yorkshire and Peter Morris from the National Trails on the new Discover England project for the North Downs Way.
The Equestrian Workshop took place at the Stepping Stones pub in West Humble in December 2017. Sixteen representatives attended and heard from Anne Clarke founder of Connected Thinking PR and an equestrian business consultant and coach on how to attract target markets and the essentials of planning for a profitable business. Interesting Difficulties At both sessions participants were invited to work in groups to identify :-
Favourable situations Interesting difficulties
The outcome of the discussions is summarised with the following word clouds - What does the Wheels, Feet and Hooves Experience tell us? From the full 360⁰ view of the Wheels, Feet and Hooves experience in Mole Valley we can draw the following key conclusions :- Economic Impact The visitor economy is an important part of the Mole Valley National, Regional and Local Context economy supporting nearly 8% of jobs. In terms of the rest of the County ,Mole Valley is a significant driver of visitors to the area Walking and cycling in particular are recognised as fundamental to the particularly in association with the Surrey Hills AONB. rural visitor economy. Equestrian appears less so in higher level strategic Although Wheels, Feet and Hooves activities are an important part of plans. the rural tourism offer there are other important drivers i.e. areas such Government initiatives driven by health, well being and environmental as food and drink, retail and accommodation. objectives are aiming to increase participation rates in walking and cycling The area is very reliant on day trips (92%) relative to overnight stays through improvements in infrastructure and access . This includes the This could be explained by a lack of commercial accommodation, prioritisation of funding for transport schemes. proximity to one of the main source markets, London, and the At local level there are formal cycling plans and in recent years there has popularity and accessibility of cycling and walking opportunities in been extensive provision of routes and rights of way in rural areas. The particular. Sustrans National Cycle Routes and Surrey CC routes are key integrated The majority of staying visits are in serviced accommodation (hotels, networks. guesthouses, B&Bs) or staying with friends or relatives. A small number However, there are issues with regard to maintenance of rights of way, of visitors use self catering or caravan/camping accommodation access, congestion and conflict on and off road routes, integrated transport, although AirBnB is providing a significant amount in home stay/self maximising benefits from large scale events and support for small rural catering type accommodation. businesses. The value of overseas visitors (£27m) staying overnight is only Activities in rural areas are key attractors for overseas visitors and slightly less than domestic visitors (£29m). Having Gatwick Airport increasingly so with new product development initiatives led the National nearby is clearly a factor with 54% of overseas visitors coming via this Parks and National Trails with VisitEngland funding. entry point. Gatwick is also important for domestic visitors coming to The Surrey Hills AONB has a proactive approach to walking, cycling and Mole Valley for overnight stays. equestrian activity and is looking to encourage greater participation - Across all types of day and overnight visitor expenditure food & although it recognises the issues associated with the popularity of on-road drink and shopping are the areas where visitors spend most. cycling due to the Olympic legacy. Through the ‘Family’ it seeks to secure funding for infrastructure but also to engage, not just visitors, but the businesses and communities generally in achieving its ambition. What does the Wheels Feet and Hooves Experience tell us? (con) Rural Visitor Accommodation The majority (77%) of the bedspaces in Mole Valley are in the rural area – AirBnB adds about another 9% to the stock available. Mole Valley has the largest and widest variation of accommodation provision out of all the districts and boroughs in East Surrey. It is however, dominated by serviced accommodation(68%) with the largest hotels located near to Gatwick Airport. There are only 48% of the serviced accommodation that have traditional assessed star ratings with only 1 with a 5 star. There are some examples of the development of glamping in the area – Surrey Hills Yurts; Green Escapes -Shepherds Huts; and some Air BnB. Mole Valley is largely where the Hostel/Group accommodation is primarily found at residential learning and development centres particularly associated with the Surrey Hills. Wheels - Cycling in Mole Valley Olympic Legacy – there is a strong association with the 2012 Olympics Cycling events which is re-enforced each year by the Prudential Ride. It also creates lots of smaller cycling events and visits by the on-road competitive cyclist and cycle clubs. The major cycling apps provide a further boost to its reputation. This does cause congestion at key hotspots such as Box Hill. However, some cycling clubs try to avoid these popular places because of the over- crowding and because some cyclists prefer the less challenging flatter terrain. Events - Most businesses recognise that the PrudentialRide is good for the area despite the disruption it causes and limited direct benefit on the day. Visitors are interested in the Prudential Ride. There is a sense relative to other comparable events e.g. Tour De Yorkshire that there isn’t enough community engagement and spin off benefits. There are lots of independent and adhoc events that take place – Sportives, Time Trials – that can cause conflict on the roads especially where there is no advance arrangements for events. Infrastructure and services – the area does have all types of local and regional/national routes that are well mapped and signed; cycle parking including new hub at Dorking Station, ; cycle cafes and cycle hire. The Cycling Clubs aren’t necessarily identifying a shortage of supporting facilities for cyclists. The mix of country roads and heavy traffic cause issues about safety and don’t encourage the take up of cycling by younger age groups or women. Off Road Cycling - Surrey Hills is the only area for mountain biking routes – the Single Track School offers formal courses. A minority of off-road cyclists venture away from the official off-road paths and onto land which is unsuitable for cyclists. The clear definition of official routes and bridle-paths for off-road cycling is a priority for the AONB. Marketing of cycling is comprehensively covered in a mixture of public sector /destination sites and specialist route mapping sites including Strava and other social media sharing sites. Cycle Tourism – There is no evidence of packaged cycling breaks in the Mole Valley area unlike many other AONB locations such as the Cotswolds/Chilterns. Local businesses felt that if more cyclists were encouraged to stay longer in the area it would help most businesses, likewise if more visitors were encouraged to stay overnight. Non Visitors knew of the area for cycling and 1 in 5 would consider visiting for that purpose. Of those who said they might visit the area to take part in cycling – 60% referred to cycle trails with 36% interested in cycle hire, 29% in cycle apps, 24% in organised activities and 24% in cycle storage. Cycling Participation - Only a small proportion of visitors take part in cycling activity – walking is much larger. Although Mole Valley has one of the highest rates in the country for residents that cycle for recreational purposes. What does the Wheels Feet and Hooves Experience tell us? (Con) Feet – Walking in Mole Valley
Walking Provision - There are scores of short walks in the countryside and protected landscapes. Local rambler organisations, civic societies, health groups, the AONB (Surrey Hills Society), the National Trust, Surrey Wildlife Trust, Surrey CC and environmental groups are extremely active in providing for guided and self-guided walks. Major Trails – Three major trails cut across the area – North Downs Way, Greensand Way and Pilgrims Way. The Deepdene Trail is also popular locally. Events – There are lots of smaller events, but only one ‘Festival’ The Mole Valley Ramblers Spring Walks Festival which had over 100 people taking part in 2017. Visitor Perceptions – The area is highly regarded - 85% rate walking in the Mole Valley area as either “excellent” or “good” compared to East Surrey (62%) . Visitors expressed greatest interest in walking part of the North Downs Way (80%), with considerable additional interest in staying in accommodation whilst doing so (49%), as well as walking on Greensand Way and walking activities for families . Only 1% thought the area was over crowded. Walking Clubs - Some walks stop at pubs or coffee shops along the way whilst participants on other walks bring their own picnics. Occasionally pub lunches are organised as part of club activities, separate to organised walks. However, the commercial opportunities from walking club groups are thought to be relatively limited. Mole Valley was thought to offer good opportunities for walking but not significantly better than other rural areas of the South East. Some walkers found the hills of Box Hill and Leith Hill to be challenging and were sometimes therefore best avoided. There were some reports of paths in the Mole Valley area being in a poor state of repair but this was not noted as a main issue and when any damage was reported to the local council it was felt to be dealt with before it became a major problem. Clubs did report an issue with cyclists speeding down steep hills such as at Box Hill causing significant danger to walkers and pedestrians. Marketing - There is a wealth of downloadable and apps information on walking trails with the environmental and conservation organisations (such as the National Trust, Wildlife Trust, Woodland Trust, AONB Unit) actively engaged in promoting the Surrey Hills including paid for Google ads. Walking is frequently mentioned by hosts in AirBnB entries. Box Hill, Leith Hill, Denbies and Polesden Lacy and the presence of the National Trust, were most referenced. Walking Holiday Packages – The North Downs Way appears to be used by a limited number of walking holiday operators (only one was found) relative to ,say, the South Downs Way which is much more popular. With non-visitors , 60% said they would be interested in walking in the area ( one of the top two reasons given for visiting) with the majority already having a perception of good or excellent for opportunities in the area. What does the Wheels Feet and Hooves Experience tell us? (Con) Hooves – Equestrian in Mole Valley
Historic connections - Surrey has a historic association with equine activity with the Epsom Derby being globally recognised and first run in the 18th Century. East Surrey districts have a varied and in some cases high quality equestrian offer.
Mole Valley centres - There are a significant number of establishments (est 60 ) in Mole Valley related to equestrian provision – this includes stables, livery yards, stud farms and riding/ equestrian centres. However, only around 10 were identified as relevant to the visitor economy with only one offering accommodation. However, the neighbouring location of Epsom Downs Racecourse and Hurtwood Park Polo Club at Ewhurst Green will also impact on equestrian activity in the District.
Family businesses - Many equestrian centres are small family owned business primarily targeting a local audience. Livery is mixed with the offer of hacking and lessons and there are a number with arenas and regular show event programmes. However, centres report a lack of business skills and demand for support on issues such as business rates.
Representative groups – the main group in the area focused on developing equestrian activity is the Surrey Hills Equestrian Working group established in 2015. Membership comprises local resident horse riders, carriage drivers, a journalist, and a representative of the British Horse Society. The Aim of the working group is to ensure that:- “The Surrey Hills is promoted, managed and enhanced as an area of safe enjoyment for horse riding and carriage driving through a network of trails that benefits the rural economy.” The Surrey Hills AONB is proactive in promoting routes for horse riding within the AONB. However, none of the routes fall into the Mole Valley District boundary.
Marketing – generally there is lack of marketing of equestrian provision in the area - locally, regionally and nationally. Unfortunately, local searches are dominated by the presence of Mole Valley Farmers (agricultural supply business based in Devon) listings and it will be difficult to combat this. Trip Advisor is key with regard to searches at regional level but none of the Mole Valley establishments feature on Trip Advisor perhaps because they attract few external visitors. Some Surrey based establishments (outside Mole Valley) appear very adept at search engine marketing which could be used as case studies. There is no evidence on AirBnB entries of horse riding being promoted as an activity.
Equestrian holiday packages - Only one external provider of riding holidays in the Surrey Hills (Equestrian Escapes) was identified. This compares unfavourably with other AONB areas such as the Cotswolds and the Chilterns. ‘Wheels Feet & Hooves’ Market Trends and Opportunities Market Trends and Opportunities VisitEngland / VisitBritain (2017) identified certain trends in visitor markets:- Future opportunities will depend as much on the external environment, in the UK and internationally, as on the situation within the destination. The Changing Demographic Landscape: especially the growth in the Hence, it is important to consider general economic, social and proportion of the population that will be 65+ by 2020. The coming of the environmental trends as well as more specific visitor economy trends. “Zoomers” – the Baby Boomer generation who are more active and independent than ever before. Rural Tourism – overall the positive trends indicate:- The Filter Bubble: future travellers will live in a filter bubble created by Rural areas are seen as safe, as opposed to cities personalisation algorithms and homogenous social networks. Tourism Tourism is a good way of transferring value from urban to rural areas products will have to work hard to stay on the traveller’s radar. It gives added value within rural areas that cities are unable to provide The Death of Risk: with limited budget and holiday time available, via outdoor experiences future travellers want to find out as much as possible about their It offers “trophy hunting” – finding experiences to put on social media. destination before getting there. They expect travel providers to empower them by providing enough upfront information about tourism products. Brexit Impact - The potential impact of the withdrawal of EU funds and Conversational Commerce: making enquiries about or booking tourism wider but unknown Brexit implications, for the rural economy generally products will be easier than ever for future travellers, as they will not have ,will need to be considered. The visitor economy relies on a high to leave their own messaging apps to do so. There will be less need for proportion of overseas labour particularly in the hospitality sector and tourism products to develop their own expensive apps or websites. early indications suggest that workforce recruitment and retention may Performative Perfection: future travellers will be social media become a growing sectoral issue. The agricultural sector, in particular, conscious and a strong preference for tourism products that are benefits from EU subsidies and the EU itself as a key market – if the contributing to their social capital, worth sharing and easily shareable. sector is affected negatively, diversification into visitor economy activity The Pursuit of the Real: seeking authentic experiences and fully may be an alternative route for landowners and farming businesses in immersing oneself in a local culture and atmosphere has become a driving particular. force behind the desire for travel for many. Travellers want to go off the Beyond London - There is a proactive Government policy on encouraging beaten track and understand what it is like to live, feel, eat and drink like a more international visitors to the UK and particularly in encouraging local – and are often consulting these same locals to understand how they them out of London so with East Surrey’s proximity to the capital and can do this. with Gatwick Airport nearby, this is an opportunity to exploit. The The Leisure Upgrade: even though travellers still want their holidays to Gatwick Growth Board is looking particularly at how it can generate a be pleasure-rich, so too do they seek pursuits which allow them to express greater benefit to the local economy from inbound visitors. The Discover a wide range of interests – learning additional skills, undertaking self- England Fund Initiative is supporting the development of tourism in improving activities or trying new experiences. rural areas such as the National Parks, National Trails and AONBs. Wheels, Feet and Hooves - Key Visitor Markets
The Discover England Fund Research Market Guidance (2017) identifies two groups in particular which will be relevant to the rural visitor economy in the future:-
Outdoor Enthusiasts: Mainly made up of families and empty nest couples, they are a wealthy segment of nature lovers who love to get close to nature on active breaks. Discovery and learning are an integral part of their holidays, given their keen interest in local heritage and cultures as well as spending time in the great outdoors. They tend to be from France/ Germany / Spain with a preference for accommodation such as independent hotels, B&Bs, camping, AirB&B, something quirky, close to nature and adventurous.
Mature Experience Seekers: A more mature segment that are best defined by their attitude – “young at heart”. With greater freedom, money to spend and time to enjoy themselves, travel is a key pastime that satisfies their desire for new experiences and learning. They tend to be from Australia / France / Germany / Spain / USA and are interested in time outdoors – walking, learning about local heritage and culture, trying a new activity / learning a skill and sampling local food. Outside cities they are predominantly looking for accommodation with character (e.g. B&Bs, guesthouses, inns and small hotels). Trends and Opportunities in Rural Visitor Accommodation With increasing pressure on the environment and the need to conserve and protect landscapes whilst at the same time increasing value to the local rural economies and responding to changing customer expectations, the market has responded with a diverse range of accommodation options both at new locations as well as diversifying at existing leisure and tourism facilities. With this in mind and the particular shortage of accommodation and need to address the imbalance between day and staying visitors in Mole Valley, it is important to consider the range of accommodation types and appropriateness given Green Belt policies.
Socio and Economic Trends (Hotel Solutions 2017)
Contemporisation: less “chintz”’ and more contemporary style; reinvention of the country house hotel , “shabby chic”; kitchen gardens; shepherd huts; boutique bunkhouses.
Gastronomisation: food is central to the offer; gastropubs with rooms; restaurants with rooms; cookery schools; themed hotels; accommodation at vineyards.
Socialisation: celebrations, getting together and groups; super cottages with large spaces for dining; glamping sites; camping pod parks.
Weatherproofing: extending the season; camping pods; hard standings; spas and leisure facilities; lodges with hot tubs; luxury holiday resorts.
Quirkiness: treehouses; tree camping; glamping; champing in churches; bubble camping; vehicle conversions.
Informality: AirB&B; private house hotels; small scale hotels where visitors can go anywhere they like (kitchen, no set meals, menus or rules); poshtels - contemporary hostels Luxury Country House Hotels Pubs & Inns Chains such as The Principal Hotel Company, Another Place and the Gidleigh There has been a noticeable growth in the supply of Collection have chosen areas such as National Parks as their preferred boutique inns through the conversion of pub premises to locations. This has primarily been through refurbishment as opposed to gastropubs with boutique guest bedrooms. A number of new build. Similarly, the development of smaller boutique country house regional pub accommodation companies have developed in hotels through the conversion of country mansions, upgrading and some parts of the country, acquiring and upgrading inns with repositioning of existing hotels and the development of redundant rooms – locally, Red Mist Leisure in Surrey and Hampshire. outbuildings at country house properties are growing trends.
Country House Wedding & Events Holiday Cottages The conversion of redundant farm buildings to self- Venues with Accommodation catering accommodation has been a key trend over Recent years have seen the opening of an Rural Visitor the past 30 years, fuelled by farm diversification increasing number of country house wedding grants and a planning policy framework that has venues with accommodation and the emergence Accommodation generally supported the re-use of redundant of a number of companies that specialise in the agricultural buildings. The supply of this form of self- development and operation of such venues. Growth Areas catering accommodation continues to grow and looks set to increase further. Boutique self-catering is an emerging product development trend.
Glamping Holiday Lodges This emerging and growing sector encompasses a Sharing Economy Holiday lodge parks offering timber holiday lodges for wide variety of innovative, quirky, unique Research into AirBnB in Surrey outright or timeshare purchase and/or rental are a opportunities to stay in rural locations. shows that there has been an new offer to emerge over the past 20 years. They Developments tend to be viewed as small scale, annual growth of listings of 78% have developed primarily in inland locations, often temporary structures in planning terms so can often since 2010. As well as home stays woodland or waterside settings and/or associated be more acceptable in sensitive environments. the types of accommodation on with other developments and activities such as Examples include wigwams, bell tents, yurts, safari AirBnB in rural areas include marinas, golf courses (golf lodges), fishing lakes tents, shepherds huts, camping pods, champing unusual and quirky glamping as (fishing lodges), water sports or alongside hotels. (camping in churches), cargo pods, tree camping, well as country houses, farm stays, bubbles and domes cottages and cabins/lodges. Rural Visitor Accommodation Case Study
BestLogCabin – Newdigate – AirBnB
A very private luxurious log cabin, set in the middle of an island in its own 5 acres with your only neighbours being our herd of highland cattle!
Ideally suited as a romantic retreat for two. Our guests have access to all of the cabin, the island and the lake which is excellent for fishing. There is also a rowing boat available.
Guest Comments
‘This log cabin is outstanding. The location is absolutely phenomenal - providing you are looking for a secluded and peaceful get away. Located in the middle of a lake surrounded by fields with the only onlookers being highland cattle and geese. The lake is full of fish which excellent if you partake in this sport!’
‘I booked the cabin as a surprise for my boyfriend’s birthday, we have both done a lot of travelling and both agreed this was one of if not THE most amazing places we have ever stayed.’
‘This place is far beyond any other place we have stayed at. It’s beauty is unbelievable. We had the most romantic and amazing time at the cabin. We BBQ’d ,we took the rowing boat out for a row, we went and said hi to the Highland cattle! The most amazing copper bath!’ Implications for Rural Visitor Accommodation Development in Mole Valley
Compared to urban areas the range and scope for innovation in accommodation development in rural locations is much more diverse and is increasing relevant to the demands and expectations of new consumer markets. ‘With falling crop prices, loss of EU subsidies and However, it is rightly bound by the need to protect and conserve the rural landscape, Green Belt and other economic uncertainty following Brexit, cultural assets. However, the often small scale and temporary nature of the facilities can prove easier to there has never been a better time for farmers adopt and implement. and landowners in the UK to find other ways to generate revenue from their land. With their rich The trend for accommodation in renovations and refurbishments in country houses, at pubs and inns, agricultural heritage, shepherd huts are the ideal golf courses, fishing lakes and water based recreational facilities may offer opportunities within existing guest accommodation to place on a farm. Funds development envelopes rather than impinging on virgin Green Belt. and grants from several organisations exist to help farms invest in new infrastructure and many With the uncertainty of Brexit and particularly its impact on the farming community, there may be of these grants can help pay towards an greater incentive for diversification into visitor accommodation by farmers and landowners. This should investment.’ be made easier by the wide range of accommodation options. The English Shepherd Hut Co.
The growth of AirBnB also offers potential to provide accommodation without new build and can provide the more quirky, unusual offers in rural areas that the market is seeking. Wheels, Feet and Hooves and Recent Initiatives Rural Churches The National Churches Trust recently developed a web platform featuring over 2000 churches There are an estimated 15,000 rural churches in across the UK as a resource for visitors and England and the majority (est. 70%) are Grade I or II* churches to encourage more visiting. Historically, listed making them the largest group of important many footpaths follow traditional pilgrimage historic buildings in the country. With declining routes, tying them to local heritage and stories. congregations, churches are increasingly looking at These could be used to create easy to find and visitors as a way of generating sustainable income to follow routes, with engaging stories which maintain and repair heritage buildings and connecting encourage visitors to discover the countryside and with their community and encouraging volunteers, its churches. There is also synergy with the Pilgrim’s particularly in rural communities where the visitor offer Way and the National Trails projects. The Explore may be the whole village. However, rural churches with Churches website has 27 churches in Surrey with 8 no ‘passing trade’ have more issues than their urban in the East Surrey Districts and include, in Mole counterparts and also suffer from other concerns:- Valley, St Barnabas, Ranmore (known as the church on the North Downs Way),Dorking United Reform Poor information on opening times Church and St John the Evangelist, North Ineffective promotion Holmwood. Few and ageing volunteers lacking welcoming skills The National Churches Trust Ride +Stride event Interpretation of heritage involving 10,000 churches open for walking and Security cycling visitors in September. Lack of support from their local destination Churches are the largest group of buildings marketeers (DMO) taking part in the annual Heritage Open Days and various organisations run church open events across the country. Champing – camping in churches. Currently run ‘The potential for churches to attract visitors and for by the Churches Conservation Trust, there are 26 visits to be enjoyable and worthwhile is huge. ….visiting churches available across the UK that allow churches (both old and new) is one of the most popular overnight stays between March and September. pastimes in the country, and such, sites also attract There are none in Surrey currently. foreign visitors.’ National Churches Trust Market Trends and Opportunities in Outdoor Pursuits
In 2015, Sport England and the Outdoor Industries Association undertook a major study on the demand and supply of outdoor activities. At that time 8.9 million people in the UK were active engaged in outdoor activities but a further 18.2 million, although not active, wanted to re-engage. Against a background of declining participation in many traditional and formal team sports, outdoor recreation is seen as a valuable way to engage more people in physical activity. Alongside this, environmental and educational trends have encouraged families to get active outdoors. Increased mass participation events such as the Prudential Ride and the ‘Staycation’ phenomena enjoyed by the UK after the 2008 financial crisis has helped boost visitor numbers to rural outdoor locations. Hence the potential for market growth is very positive.
The research identified eight separate outdoor participant segments - groups of current and potential participants who desire slightly different experiences from their involvement with the outdoors. Three of the segments seem particularly relevant to the East Surrey rural offer:-
The Explorer The Challenger Fitness in Nature Accounting for 33% of the active outdoors market – Accounting for 21% of the market they are focused Taking up 17% of the market, they these participants have a sense of being part of the on personal achievement/reaching a goal and like choose to keep fit outdoors for the fresh natural world. Physical activity is driven by emotion to control the battle against nature. They probably air and freedom in preference to the and revolves around exploring and learning. It may don’t enjoy the majority of the experience - gym or indoor sports. be secondary to other hobbies such as bird watching enjoyment comes from gaining a sense of control or photography. It is the segment most likely to and learning about themselves. To challenge self or Sense of physical and mental wellbeing participate in the countryside (89%); 31% hill achieve something is of high importance along with and challenging self is important walk/ramble which is significantly higher proportion health benefits. Quality of experience is actually whereas competing is not. than other segments; 60% are National Trust more important than the quality of the company; it Members. It is also the segment with the highest is not so much about having fun, enjoyment and They tend to prefer hill walking, proportion of female participants. Their prime spending time with friends and family. This mountain biking, outdoor fitness classes, motivation is to explore scenery whilst spending time segment is most likely to travel over 10 miles to running, climbing, orienteering; with friends and family. Relaxing and unwinding are participate (72%) and favours mountaineering, hill canoeing/kayaking, angling, horse riding more important factors than health and exercise. walking, running and mountain biking. and outdoor swimming. Breaking down Barriers to Participation in Outdoor Activities
General barriers to participation are weather, lack of time, local opportunity and confidence, girls not welcome, negative perceptions for younger age groups, a poorly maintained environment and lack of interpretive information. These need to be addressed in the marketing and provision of facilities. A number of proposals are suggested to increase participation by young people, families and the older aged segments:-
Young people Families Older people
A high percentage of young people Families are attracted to activities that provide Older generations choose more leisure participate for functional and lifestyle the following:- based activities. A higher percentage of older reasons, not ‘sport’. Regardless of their people (55-65 years) hill walk/ramble and motivations for participating outdoors, Good pre-visit information and easy access are attracted to activities that provide the young people are attracted to activities (within 2 mile of home for regularity) following:- that provide the following:- A place for a picnic (‘squashed lunch’) Great facilities: clean, child friendly, good A ‘Keep fit‘ element but they don’t want Opportunities to interact and spend choice of food and drink (for lunch or tea and to be pushed beyond their limits quality time with friends - social occasion/ cakes as a treat at the end), easy access Great facilities: clean, good choice of food shared experience, creating memories. parking, good services and drink for lunch or tea and cakes as a Activities that are often spontaneous, Value for money with family promotions or treat at the end) , easy access parking, good simple to organise, appealing, accessible, in money back guarantees customer service interesting settings. A range of modern varied activities for all Good pre-visit information Activities such as lifestyle and extreme ages Well signposted safe routes sports that offer a buzz or a tangible Photo opportunities Opportunities to ‘stretch the mind’ reward for their investment. A fit with parental working patterns and Opportunities to meet like minded people. Connection to an established part of schedules current repertoire e.g. shopping, drinking A short time enjoyed together is often more rewarding than a long day out. Cycling Trends and Opportunities
Around 8% of the population in England participate in cycling with 4% doing so at least once a week. The 2012 Olympics and the lead up to the event had a positive effect on participation levels, but 2015 and 2016 saw a fall in participation. There were 1.95 million regular participants in cycling in England in 2016.
Around three in ten adults take part in some form of cycling with participation concentrated around the age ranges 30 to 59 and it is prevalent amongst students and higher managerial and professional occupations. There is a 70/30 gender split in favour of males. Broadly, around 67% is road cycling and 33% is off-road. The majority of off-road cyclists are white British and male with high household earnings. Most also participate in on-road cycling. Other popular add-on activities were rambling and low-level hiking, hill-walking or mountaineering and dog-walking.
The strategic push for cycling under the national sustainable transport and health agendas should mean that the participation in cycling will at least be sustained and infrastructure will continue to improve.
Spinlister (May 2017) identified the three biggest trends influencing the cycling industry as:-
Bike Sharing and rentals – dockless bike Electric Bikes - the global e-bike market is Cycle Tourism - bicycle tourism has steadily rentals and “last mile” bike rentals – those expected to reach more than $24 billion in sales grown from a niche market into a booming designed to carry riders short distances to their by 2025. China already has some 200 million global industry. ITB Berlin in March 2017, the final destinations. Mostly applicable to urban electric bicycles on the road. world’s largest tourism trade fair, placed bicycle centres. tourism front and centre, citing its focus on sustainability as the driving force behind its burgeoning popularity. Cycle Tourism in the UK Welcoming Cyclists In developing the Cumbria and Lake District Cycle Toolkit in 2014, Cumbria Tourism identified key “Cycling Tribes” to illustrate the diversity of cyclists types and how respective behaviours could contribute to the local economy. A UK wide scheme was developed in 2004 by Quality in Tourism for VisitEngland with advice and support from the Countryside Agency The Leisure Cyclist - People riding bikes, wearing everyday clothes. They and the Youth Hostel Association, to give cyclists the confidence that might bring their own bikes or they might hire them, either way they are bound they are booking quality accommodation that meets their particular to be having lots of fun! Leisure cyclists are looking for places to stop off for needs. food & drink, attractions and other activities to fill the day. The Tourer - Bikes laden with panniers (bags attached to the rear, and The Cumbria and Lake District Cycle Toolkit also identified a number of possibly front, of the bike). Tourers are usually going somewhere with the basics that would create ‘Cyclist Friendliness’. journey and the experience equally as important as the destination. They are regularly spotted on the C2C route heading east and looking for cycle friendly Drawing from both schemes the key recommendations include: accommodation, information on the local area and food stops. The Mountain Biker - Riding bikes with fat knobbly tyres, chunky suspension A warm welcome - Asking guests how their ride was, what was forks, sporting baggy shorts and carrying a small rucksack with spares. These good, what was bad. Pass this on to other visitors in the future. guys are looking to stop off at places that have outdoor seating or don’t mind a bit of mud! Facilities and Services - Secure bike storage; separate space for The Roadie - Bikes with drop handlebars, a jersey with rear pockets, tight drying outdoor clothing and footwear; access to water point for shorts and possibly a tiny brimmed cap poking out from under their washing bicycles and outdoor clothing; emergency cycle and puncture aerodynamic helmet, the Roadie is the prototypical cyclist. Looking to stop off repair kit; first aid kit. somewhere with secure cycle parking and plenty to eat and drink to fuel up. The Electric Cyclist - Electric bikes or e-bikes are the new kid on the block in Food Arrangements - hot and cold drink making equipment ; the world of cycling. E-bikes come in all shapes and sizes so you might have evening meal available if no eating facilities locally; early or packed difficulty identifying them from regular bikes. Only the quiet purr of the electric breakfast available. motor or the ease which they glide up hills might give them away. May need a charge point en-route, appreciate stopping off at local attractions, cafés, shops Information Provision - Information on all the local cycling etc. opportunities – trails, cyclist friendly places to eat; local bike shops; The Cycling Family - Children love cycling it’s fast and fun, which gives them cycle hire; cycle friendly transport; other businesses participating in freedom and independence to get around. Families on two wheels are looking the Cyclist Welcome scheme. for safe, accessible trails that combine the thrill of cycling with other activities, attractions and facilities like loos and cafés. Cycle Tourism in the UK (con) Generally, cycle tourism in the UK is growing and particularly in rural areas:-
Saddle Skedaddle, based in Newcastle, claims to be the largest independent cycling holiday specialists in the UK, offering UK and overseas holidays for all types of cyclists – leisure, family, road and mountain biking. Its founder Andrew Straw observes that the market has been increasing for some years helped by the Tour de France and Team GB success in the Olympics. He also feels that the increase in cycle commuting has equipped and inspired people to use their bike for leisure. They arrange trips for around 4,500 cyclists p.a., of whom around 1/3rd are in the UK where the average duration is 4-5 days – an extended weekend. They use a range of accommodation, mostly small-scale. Innovation is evident in the rental of e-bikes (electric cycles), which are really popular in Europe and are now taking off in the UK. However, the company currently offers nothing in Surrey and very little in the South East. It does offer breaks in the Cotswolds and the Chilterns including a Guided Mountain Bike Weekend in the Chilterns.
Chilterns AONB - the AONB website promotes the Chilterns Cycleway (173 mile circular route) for two day breaks, ‘staying overnight in B&B accommodation and providing a chance to sample some of the excellent food available in local pubs and restaurants.’ It then refers to the Chilterns DMO for further information. The DMO also promotes electric bikes as a way to enjoy the Chiltern hills. Bikes can be hired from the local Chilterns Cycle Hire and there are also guided rides by Electric Bike Tours a specialist tour operator providing electric bike experiences in Hertfordshire, Oxfordshire, Buckinghamshire and Bedfordshire.
Cotswolds AONB – the Cotswolds is much better served by cycling tour operators. This includes those that have been set up locally as in the case of Cotswold Cycling Breaks between a local hotel – The Ormond - and a local cycling club the Tetbury Velos. Cotswolds Adventures is a small husband and wife team based in the Cotswolds that incorporate cycling breaks alongside walking holidays and private tours. The Cotswolds is also well established on many international specialist cycling holiday operators. The Growth of Cycling Apps The increasing ownership of smart phones and the obvious need for maps when cycling on new routes has resulted in the development of a vast number of cycling apps. These allow users to easily track and record rides, navigate and plan routes, keep on top of training and the more tourism oriented apps also provide information on points of interest, accommodation and services along the way.
Strava www.Ridewithgps .com Since launching in 2009, Strava has become the Very popular with cyclists planning long- most popular cycling app in the world and has distance rides. As well as route mapping now branched out into running and other sports tools, the app can be used as a cycle to become the ‘social network for athletes’. It computer to provide navigation and live provides distance, speed and other metrics, but tracking and even supports Bluetooth the stand-out features are: the use of accessories for adding heart rate, cadence “segments” allowing comparison with others and speed data. Searches found 11,683 rides who have cycled the same road and the social . within 5 miles of Dorking and 3000 within 5 Google maps functionality that allows registered users to miles of Lingfield. It offers the facility to Cycling routes have been offered for some time, follow the weekly progress of cycling friends, join work with destination websites with easy to and it can provide the prized turn-by-turn clubs and take part in challenges. use route embeds, indexed and sortable navigation instructions if required. It can also be points of interest and printable maps for helpful in finding a café or a pub for a mid-ride riders. break. Mapmyride A free cycling app in which users can map all www.Routesyou.com their routes and save or chose from over 70 Extensive route mapping and identification of million routes already available. The option local points of interest and enables booking of to share your progress with friends starts accommodation through links to Online Travel friendly competition or a chance to Agents(OTAs) also has walking routes. encourage others. Also encourages a healthy lifestyle all round with food log alongside a fitness log to track overall health. Closed Circuit Cycle Parks
During the consultation process and business interviews a number of suggestions were made about having a ‘closed circuit facility’ within Mole Valley that could provide a safe cycling environment not only for the local community but also for visiting cyclists of all types. This would also be seen as a true 2012 legacy arising from the association of Mole Valley with the Olympic Cycle route – it could also have wider benefits for East Surrey. There are a number of similar facilities that operate in London and the South East – Cyclopark at Gravesend, Kent; Betteshangar Sustainable Park, Kent and Minet Park, Hillingdon.
Closed Circuit facilities may have a number of benefits:-
They can be part of a wider outdoor environmental experience including walking, orienteering, nature study, geocaching, etc They are safe spaces especially as a learning environment for schools and community clubs They cater for many different types of cycling – road, mountain, cyclocross They are suitable for groups that don’t currently cycle on the public roads – women, children, disabled They enable controlled racing, time trial, sportive events, charity events relieving the necessity to close public roads They enable other activities that wouldn’t normally be safe or acceptable on public roads – inline skating, Nordic skiing, rollerskating, They can provide opportunities for youth involvement – volunteering, apprenticeships, coaching They can provide commercial outlet opportunities - cycle café/cycle hire/cycle servicing Case Study - Cycle Surrey Hills/Active Multi Tourism Initiative
In June 2018 a new off road cycle network was launched by the AONB Partnership called Cycle Surrey Hills with an initial route of over 80km of off-road cycling trails in South West Surrey.
Its stated aim is to ‘encourage residents and visitors to get active, improve fitness and experience the spectacular scenery of the Surrey Hills AONB’.
The project was initiated in conjunction with Cycling UK and capital funding from the London Marathon Charitable Trust.
The new trail is intended to be the first phase in an extensive network spreading out across the entire Surrey Hills. To this end, an expression of interest was submitted in June to secure additional funding from EAFRD for Active Multi Tourism (AMT) project to extend the network across East Surrey. The initial proposal includes:-
A suite of 10 circular multi-use routes of way for active family use at strategic locations across all seasons. These will be fully signposted with links to local rural villages, businesses and attractions.
At least 3 gateway locations at car parks or train stations from which the routes can be accessed. Supporting facilities such as drinking water taps, wash-downs, public bike pumps and tool kits, repair tables and information boards with local maps will be provided. The gateways have been chosen to stimulate local trading in bike hire and the ability to support new ventures of adjacent businesses.
The creation of a GIS based online digi-tool for visitors to plan their visit in advance, connect to local businesses and attractions close to their active tourism destination, and download before their visit.
If successful the project aims to be completed by the end of 2019. Walking Trends and Opportunities
The Ramblers Association states that “walking is Britain's most popular outdoor recreation by far and still an important mode of transport”.
Over 9 million adults in England, or 22% of the population, walk recreationally for at least 30 minutes every four weeks. In a similar trend to cycling, the national agenda on health and wellbeing is encouraging walking as one of the main forms of exercise and campaigns, particularly involving the Ramblers, along with moves to improve access and facilities in the countryside, should see walking grow as an activity.
This should be a stimulus for simple leisure walks as well as more holiday based activity.
Patrick Dixon, futurist and founder of Global Change recognises how walking is becoming a prime motivator and facilitator of holiday experiences:-
‘A generation brought up on sun, sand and sea has moved on in a major shift which has caught many package tour operators by surprise. Ecotourism, themed holidays, archeological explorations, historical tours, mountain ascents, rain forest trails - all these variations on walking holidays are eroding traditional holiday spending.
Those taking walking holidays are often higher income explorers who enjoy history, local customs, spectacular scenery, and learning something new every day. Walking holidays range from rambles along well-marked routes to major expeditions with professional guides across the Himalayas or even to the North Pole’. Walking Trends and Opportunities
Walking Festivals The Growth in Walking Apps
Walking Festivals in the UK are increasingly popular with In a similar fashion to cycling, although to a lesser degree, the over 70 events throughout the country for 2018. number of walking apps that have come on to the market in recent years has been extensive. Many provide the facility to Many of these are associated with National Parks or AONBs – create and share routes between walkers. Exmoor, Dartmoor, New Forest, Chilterns, Isle of Wight, North Pennines, Malverns and the Cotswolds Some of the more popular are:- (Winchcombe,Corsham, Bathscape and Dursley). RouteBuddy - supplies topographical, aerial, road and Several of the Walkers are Welcome accredited towns and Ordnance Survey mapping including Harvey Maps which are villages also hold similar events to re-enforce their dedicated maps for walkers, hikers, mountaineers and cyclists in commitment. the British Isles. They also offers custom course maps for long distance walking events.
“Four years ago, the Cotswold village of Winchcombe Outdoors Great Britain - offers the full range of Ordnance was in economic decline. Visitor numbers were Survey maps all in one app. OutDoors will work anywhere falling and shops were closing leading to a regardless of phone signal and with an internet connection it will downward spiral. The Winchcombe Walking Festival find the users location in seconds. was set up to reverse the trend, by attracting visitors and providing a platform for publicity to raise iFootpath – used by Surrey County Council, iFootpath brings awareness of Winchcombe as a base for together turn-by-turn directions, photography and detailed walking. Just four years on, the festival is a great information about the history and the environment. Users can success. Walkers come to Winchcombe year round follow real-time progress around the live satellite route map, add and businesses in the village are thriving.” their own comments and ratings and create and share their own walking routes.
Several apps now include cycling and walking – Google mapping, Strava, routeyou.com, Sustrans. Walkers are Welcome Network
Walkers are Welcome is a UK wide, community led network of over 100 accredited towns whose purpose is to develop and promote walking in areas with something different to offer. Its aims are to help towns to:-
Attract more people to visit the town to enjoy local walks Create economic benefit for local shops, B&Bs, hotels, pubs, cafés, restaurants, etc. through increased footfall “The Walkers are Welcome Strengthen the town’s reputation as a walking destination when signed walks/walk guides are available Scheme is a truly innovative Promote local visitor attractions project. It’s such a simple Compliment towns’ economic generation/tourism plans and strategies concept: set up an Demonstrate that walkers will be given a warm welcome by the local community accreditation scheme for walk-friendly towns, then “Walkers Are Welcome has grown at an astonishing pace. Now walkers know that, if they see the friendly footprint logo, encourage the towns to they are assured of a warm welcome throughout the town and a good path network and waymarked walks round about. So network together for everyone benefits – visitors, residents and the local economy.” Kate Ashbrook, Walkers Are Welcome patron and support, advice and ideas. Ramblers vice–president. That simplicity has led to jaw dropping success…” The Cotswolds’ has several Walkers are Welcome towns and villages - Bradford on Avon, Charlbury, Corsham, Dursley, Julia Bradbury, Longborough, Stroud and Winchcombe – but there are currently no towns in Surrey within the network although there are broadcaster and walking three in Kent and four in Hampshire. enthusiast Case Study - Packaged Walking Holidays – North Downs Way National Trail There are a number of walking holiday operators active in the UK but very little evidence of them providing holidays in East Surrey – the only product that includes the area is part of a North Downs Way National Trail package provided by Contours Walking Holidays. A recent Discover England Fund project for promoting National Trails to overseas visitors will also include the North Downs Way.
Contours Walking Holidays specialises in organising The VisitEngland / VisitBritain Discover England Fund recently self-guided walking tours across the UK and Ireland. awarded a £1 million grant to a project that aims to develop One of the routes on offer is the North Downs Way bookable walking tours on seven of England’s National Trails, from Farnham to Rochester and includes aimed at the overseas markets. accommodation stops in Oxted and Dorking:- One of these is the North Downs Way which runs for over 150 7 night accommodation in en-suite rooms with private bathrooms (where miles through the Kent Downs and Surrey Hills AONBs. available) in selected hotels, inns and guesthouses along the trail The key aspects of the walking tours are:- Breakfast each day Door to door luggage transfer 3 to 14 days duration, extending the tourist season Maps with the route marked on and a guidebook or route notes describing Quintessentially English the trail Rustic, quirky and outstanding An information pack containing an itinerary, instructions on how to find Promote the landscape and local businesses especially food and accommodation each night and a kit list drink Detailed travel instructions on how to get to the start of the holiday and back Packaged and bookable through trade operators and online from the end of it Target primarily German and Dutch markets with USA and French as secondary markets ‘The west section of the North Downs Way clambers through the chalk landscape of the Surrey Hills, where butterflies and wildflowers abound. The North Downs Way will focus on a “Valleys, Vineyards and Accessing the crest of the escarpment takes some stiff climbs – one so Viewpoints – four days in the Surrey Hills in the footsteps of memorable that Jane Austen immortalised it with a depiction in Emma – but the Pilgrims” theme, building on the already established Pilgrims Way views over the flourishing rural landscape below are always worth the extra route which was established in the Victorian period and runs from effort.’ Winchester to Canterbury.
Contours also offers Trail Running Holidays on the North Downs Way. The project will be running until March 2019. Equestrian Trends and Opportunities
The economic value of the equestrian sector is over £4 billion of consumer spending across a wide range of goods and services each year. Riding for pleasure is the most popular equestrian activity, with most riders taking part in non-affiliated competitions. Females represent three-quarters of the riding population. The overall number of those who ride has fallen from 3.5 million in 2011 to 2.7 million in 2015 with a decline in regular riders. However, at the same time there has been significant growth in the number of riders aged between 16 and 24.
An estimated 3 million people have taken a riding holiday in the past 12 months. Older riders, 55 and over, are more likely to take these.
The Rural Planning Practice (RRP) in its paper “The Provision of Equine Tourism” in the UK has identified opportunities for the development of equine tourism. It contends that B&B on horseback, trekking, horse hotels and hunting holidays are all popular options for both domestic and international visitors. It believes that the diversification of farms and livery yards into providing horse hotels is an option to be explored on the basis that many avid riders who enjoy hacking and trail riding can take their horse with them. RRP also suggest that providing facilities for hire such as cross-country schooling and farm rides, staging events such point-to-points, horse trials and hunter trials can be financially rewarding and make use of unproductive agricultural land.
Horse racing is Britain’s second most popular sport in terms of attendees behind football generating a spend of £3.5 billion and employing over 17,000 FTEs. Due to the significant land requirements and specialist facilities required to train or breed racehorses racing has always played an important role in the rural economy and communities. Numbers of race days are often restricted so the ability to grow non-race day revenue has been an important part of many racecourse developments in recent years including hotel, conferencing, catering, leisure and event facilities. Case Studies – Equine Tourism Cholsey Farm Riding , The Chilterns - Take a ‘Neighcation’ Cotswold Riding, Stanton, The Cotswolds
‘With foreign travel becoming more expensive, staycations have become Jill Carenza’s Cotswold Riding at Washpool Equestrian Centre is in the increasingly popular, but have you ever considered a ‘neighcation’? There are village of Stanton, a few miles from Broadway and has been offering riding lots of wonderful places to ride in the UK with the Welsh coast, Scottish and B&B in her 17th century Cotswold stone house, The Vine, since 1975. Highlands, the Norfolk Broads and the South Downs often featuring on people’s The riding includes lessons and hacks for all levels of rider with over 50 bucket lists, and the Chiltern Hills should certainly be another one to tick off’. horses and ponies for children. The riding centre and B&B are open year- round. There are pub rides stopping en-route for lunch. Fun rides, often on Cholsey Farm is a 200 acre site in Ibstock, Buckinghamshire in the Chiltern Hills private estates, offer the option of jumping a variety of cross country AONB. The owners Ted and Jackie Howard Jones diversified into equestrian jumps. activity, accommodation and a small camp site . They don’t consider the facility to be a riding school or livery (avoiding the need for planning permission) - but The centre also provides:- they do provide riding holidays, self guided and guided. Riding for corporate events (catering for mixed levels) ‘Many of the routes have been conveniently marked which is ideal if you’re not Hacks for parties of 10 or more persons so great at reading a map and there are plenty of places to stop en route for Package deals on short breaks for both accommodation and horse riding coffee, cake and lunch and you never know you may even end up featuring in a combined Midsomer Murders episode as they are always filming something in the local Livery, both long and short term (bring your horse on holiday with you!) area!’ Breaking and schooling of horses Childrens’ parties In terms of accommodation, Cholsey Farm Riding has two options for the riders Childrens’ pony camp days during the school holidays and their horses. The Old Piggery – a twin bedded self-catering unit with fully equipped kitchen and bathroom, TV and WIFI. There’s also an option to sleep in Cotswold Riding has a 5 star rating on Tripadvisor:- the riders lorry with electric hook up and tent and caravan pitching options elsewhere on the farm. ‘Absolutely loved riding at Washpool Equestrian Centre and staying at The For the horses, there are post and rail paddocks or luxury stables to choose Vine. Washpool is a well organized, professional, and fun facility where you from. can take lessons and hack through the beautiful Cotswolds Countryside. The Vine is just down the road from the equestrian centre and exudes Cotswold ‘After you’ve finished riding, there’s also plenty of time to explore the area and charm. Anyone staying for an equestrian holiday can't help but adore the heaps of National Trust properties nearby. There are plenty of options for dinner horsey decor. I definitely want to return in the future and highly recommend with great pubs within walking distance, cooking facilities at the farm or why this place!!’ not enjoy a BBQ on site, watching your horses grazing peacefully whilst enjoying HorseCastleLover, New Jersey USA a glass of wine.’ Case Study - Epsom Downs Racecourse
Epsom Downs is situated on the North Downs and is a site of major importance to the horseracing industry with racing dating back to 1661. It has a history and heritage unmatched anywhere else in the world. Its proximity to the London market is a major advantage.
Every June it stages the Investec Derby, popularly known as The Derby, one of Britain's great national sporting events. As well as attracting up to 130,000 spectators on the day it has a large worldwide TV audience. However, racing is limited to 16 days in any one year so the venue is also used for weddings, dinner dances and awards events, exhibitions, product launches and for location filming. The racecourse employs 40 FT and hundreds of part-time staff and houses the third largest racehorse training centre in the country. The racehorse training industry is estimated to add £13 million to the local economy.
However, the owners, the Jockey Club claim it’s future is hanging by a thread and have the ambition to create a ‘globally recognised 21st Century Centre of Excellence for the horseracing industry” through the ‘Vision for Epsom’ plan.
This includes working across the horseracing industry to develop wider economic and social initiatives to benefit the Epsom area by:-
Increasing the number of horses in declared training Making Epsom a global centre for digital innovation in horse racing Increasing the economic value of the local horse racing industry and thereby local employment Conserving and improving the Downs for the local horse racing community Horse Racing Tourism
The County of Surrey has a long horse racing heritage stretching back to the first Epsom Derby in the 1700s – the County has 4 racecourses in total – Epsom, Sandown, Kempton and Lingfield. The Epsom Investec Derby is renowned as the greatest flat race in the world and receives global coverage every June.
In a Horse Racing Authority commissioned study in 2013 - the Economic The British Horse Racing Society in its evidence to the RTSC stated that in Impact of British Racing - Deloitte held that ‘Due to the significant land locations where there is a significant horseracing presence, dedicated requirements and specialist facilities required to train or breed racehorses agencies have been established to promote racing tourism to the area based racing has always been a rurally-based industry at heart, and as such plays around a visit to the racecourses or tours around training yards and studs to an important role in the rural economy and communities.’ meet equine stars. Examples include Go Racing in Yorkshire and Discover Newmarket:- The report also concludes that, given racegoers often combine other activities with going racing, the sport generates substantial additional Go Racing Yorkshire – has brought together 9 courses in the County and expenditure compared to many other sports. This is partly because the have developed various promotions such as Go Racing in Yorkshire Summer occasion is relatively infrequent, so racegoers often make a major occasion and Winter Festivals. Under the theme ‘Yorkshire Racing, Yorkshire Beer, of the day. The areas surrounding racecourses benefit from a large Yorkshire Music’ the courses hold events such as beer festivals on race days proportion of this secondary raceday expenditure which includes transport to promote local produce. to and from the meeting, accommodation, food and drink and entertainment for those staying in the area overnight. Discover Newmarket offers visitors a ‘unique opportunity to go behind the scenes at racing’s headquarters to see the equine stars at work and learn For many leisure focused businesses in the nearby area their takings on about the fascinating history, heritage and culture of the town.’ It has over racedays are amongst the highest in the year. The report estimates that, on 14 tour guides who have all been trained to deliver tours for groups and average, one in 20 racegoers include an overnight stay depending on the individuals from a ‘morning at a racing yard to an afternoon at the National scale of the fixture. Stud. Our tours will give you a true insight into the headquarters of thoroughbred breeding, racing and training.’ Newmarket is also the home to The surveys at the Epsom Derby and Lingfield Park undertaken as part of The National Heritage Centre for horseracing and sporting art and is situated this study suggest that as many as 30% stay overnight whilst attending in Charles II’s sporting palace and stables on a five acre site. horse racing events. The Sport of Kings project, established in 2017, brought together Ascot, Newmarket, York and Chester racecourses to develop new bookable product targeting the Gulf States with a luxury experience based around horseracing. Case Study – Equine Tourism – Normandy Home of the Horse
With 300 horse riding centres, two national studs and around 24 private stud farms, Normandy has been crowned France’s ‘home of the horse’ and embraces this aspect of Norman culture to enhance visits to the region.
‘What could be better than riding through Normandy’s idyllic countryside, taking in half-timbered houses and verdant pastures, all while moving at a relaxing pace and reinvigorating your senses?’
Visitors are invited to visit studs and equestrian centres to organise horse riding to suit their abilities and preferences, whether it’s a tour around the farm’s grounds or a ramble through the countryside. Normandy’s National Stud Route is a 190km-long route, divided into nine different stages. Visitors can do the whole route over the course of a week staying at horse-friendly accommodation options along the way.
Horseracing is very much seen as part of the offer even for families – ‘For a day out with the family, head to the beautiful seaside town of Deauville, home of La Touques race course.’ The first horse race took place here in 1863 along the beach. Horse racing is organised over six months of the year, alongside a polo championship, show jumping, dressage and horse ball competitions.
More than 3,000 events are organised each year including international competitions, auctions, competitions for amateurs and young horses, and a host of fairs and festivals.
‘A symbol of the spirit of the French equine industry, Normandy is a land of breeding, competitions, champions and passion. The region, which boasts considerable assets, has become a leader in equine research and innovation. Normandy is also reliably distinguished in the three major domains: equestrian sports, trot and gallop.’ Laurent Beauvais, President, Regional Council of Basse-Normandie. Wheels, Feet and Hooves – Key Learnings Wheels – Cycling in Mole Valley
The combination of the 2012 Olympic legacy and the strategic push by Government to increase participation in cycling and improve its infrastructure means that cycling will continue to be a popular activity for visitors and residents alike in Mole Valley.
Mole Valley has a place in history as a cycling destination which is re-enforced by the PrudentialRide each year but is dominated by day cyclists and is completely ‘off the radar’ with regard to the cycling holidays market – unlike areas with similar landscape designations. For this to develop it may need a greater awareness amongst tour operators (or even packages initiated locally), as well as a greater focused range of services and facilities that truly ‘Welcome Cyclists’.
The Surrey Hills ‘brand’ is key to establishing comparability to other already popular areas such as the Cotswolds, the Chilterns etc.
The PrudentialRide adds to the iconography of the area as a cycling destination but appears not to engage the community in the same way the Tour De Yorkshire has been able to.
However, the Olympic legacy is also the reason why the area is perhaps too dominated by the ‘competitive/amateur racing’ cyclist – this is exacerbated by the Sportive, time trials and Strava culture that tends to feed off itself.
To create more value there may be a need to develop more opportunities for other ‘cycling tribes’ - the leisure cyclist, the tourer and the cycling family. The growing trend for E-bikes may also open the area up to a gentler, more sophisticated audience with greater dwell time to take in the scenery and spend locally.
The AONB Management Plan and Business Plan recognise the issues with regard to cycling and the development of suitable infrastructure is part of the answer . The Cycle Surrey Hills and Active Multi Tourism initiatives look very appropriate in the development of these new markets including securing the funding.
The justification for a ‘Cyclopark’ type development perhaps lies in making a statement about the Olympic legacy but in a controlled, safe environment that caters for all types of cyclist, visitors and locals, and can expand into the provision of many other types of outdoor activities. Wheels, Feet and Hooves – Key Learnings Feet – Walking in Mole Valley
England, traditionally, has been a nation of walkers and as such, has opened up almost every corner of the country as a right of way for visitors as well as bring about the designation, protection and conservation of landscapes for recreational enjoyment. In the 19th century, walks in the countryside became popular because they offered ‘relief from a polluted environment and the stress of daily life’ - still a strong reason for walking in the countryside today.
The major shift towards greater physical and mental wellbeing has also led to significant interest in eco-tourism, themed holidays, educational tours, and authentic experiences giving walking, as a visitor activity, a whole new dimension.
However, the ubiquitous nature of the activity makes using it to attract more visitors very competitive – what can Mole Valley do to make it’s walking offer stand out from others and create more value? Making walking more accessible to under-represented groups is one way. Holding events such as walking festivals, creating and maintaining a better infrastructure, more and better information are all part of the solution - all encapsulated in an attractive proposition or ‘brand’.
Enabling even the smallest rural communities to maximise the benefit from walking visitors in a cohesive way could perhaps be best achieved through the ‘Walkers are Welcome’ network. After all, there are no accredited towns in the County let alone in Mole Valley.
Again, the Surrey Hills brand may provide an umbrella for, say, a major walking event for the area.
Most villages and small communities have churches which are increasingly being encouraged to welcome visitors and are historically close to walking and pilgrimage routes.
The proximity of the North Downs way, Pilgrims Way and Greensands Way , as well as the countless number of circular and linear routes that exist and the guided walks on National Trust land, provide an offer capable of attracting staying visitors. But there is, as with cycling, little evidence that this happens in a structured way in Mole Valley. The National Trails project may be the spark to help raise awareness and bring accommodation operators into the mix to create bookable product and a greater return to Mole Valley. Wheels, Feet and Hooves – Key Learnings
Hooves – Equestrian in Mole Valley
The County of Surrey has a long association with the equine industry Research indicates that having a flexible approach to accommodating guests with horse racing at Epsom dating back to the 17th century and the and their horses, is important including having hook-up facilities and hard Epsom Derby is a significant global sporting brand today. Throughout surfaced areas for guests to sleep in their horse transport – similar to touring the County there are a large number of racecourses, stables, liveries caravan sites. Local operators report that this happens frequently at equestrian and horse riding and equestrian centres – Mole Valley has over 60 such events at their venue. Having ‘Horse Hotels’, lodges or other self catering establishments. Eight have been identified as directly related to the provision on site are ideal but working with suitable local accommodation is visitor economy involving opportunities for hacking, dressage and show also workable. With horses getting more expensive to own and look after, horse jumping events, carriage driving and riding lessons. ’hire’ is also getting more popular.
However, the research and consultation process shows the sector is Like many types of visitor attractions the local market is vital to the economic struggling with particular issues around economic viability, marketing, viability of most equestrian centres so day visitor strategies and engagement planning and business rates. Moreover, national participation rates in with the neighbouring communities is key. Promoting the venue for children’s equestrian activity are not growing and there is no national strategic activities – after school clubs, half-term, birthday parties and pony clubs – can drive encouraging participation, unlike for walking and cycling. be effective in achieving local buy-in. Competitions and events have the potential for increasing both day visitors and overnight stay. The marketing audit shows that the Surrey Hills provides the most effective content so an umbrella brand for equestrian activity may be Equestrian activities are also a way for farms to diversify and there may be ways better served by using the Surrey Hills brand. Other AONB areas to limit the necessity for complicated and costly planning applications. illustrate that the equestrian offer can be linked very closely to the Support for equestrian businesses which are often small and family run is key enjoyment and exploration of the AONB landscape. In the Surrey Hills and there is a clear recognition that advice and skill development in areas such the Equestrian Working Group is already a focus for leadership and as marketing, business planning, funding and development planning would be delivering pragmatic action to improve the offer, so it would seem to be welcomed. a potential lead player in moving forward specific recommendations within this DMP for more Mole Valley routes and maintenance and There may be potential for a wider Equine Festival perhaps built around the development. Epsom Derby global profile.
The audit has also only found one packaged holiday offer for the Surrey Hills through Equestrian Escapes. However, other AONB/National Park areas appear to be destinations that provide equestrian holiday breaks. Leadership and Partnership
The agreement on and delivery of, a Destination Management Plan, is dependent on having a cohesive effective leadership structure that brings together the majority of ‘players’ in the visitor economy. Moreover, in a world of increasing austerity and uncertainty, finding a financially sustainable structure is essential but increasingly problematic.
In the East Surrey area generally, the current situation on leadership for the wider visitor economy is recognised as weak and is perhaps the biggest challenge. The resolution for the WFH DMP could be considered in isolation to the ES DMP although this is not necessarily recommended if the rural visitor economy is perceived to be about more than just cycling, walking and equestrian. However, the greater synergy of Mole Valley District with the Surrey Hills AONB and the designation of Dorking as a rural centre may , if desired, provide opportunities for alternative solutions to a new discrete Destination Management Partnership for the WFH DMP alone.
Such alternatives should be given consideration due to two factors:-
It is increasingly difficult for local authorities to take on the leadership role, particularly with regard to the commercial sector, albeit they are still fundamental to many aspects of the infrastructure and product quality so need to remain actively engaged.
Many authorities are ‘out-sourcing’ to bodies known as Destination Management Organisations (DMOs) which sooner or later in their development, are expected to become self-funding. In some cases, surviving without public sector subsidy proves extremely challenging, as Visit Surrey, the County’s current DMO, will testify.
However, there have been new structures forged from the rising tide of Business Improvement Districts (BIDs) that started off at town or city centre level but in some cases have now become bodies with a wider geographical and sectoral representation.
More recently, the recognition that bodies such as National Parks and AONBs can be economic drivers as well as landscape conservators is encouraging them to take on roles more associated with a DMO. Hence, this could be another possible solution for a WFH Partnership. Tourism Business Improvement Districts (TBIDs) A BID is a business led and business funded body formed to improve a defined commercial area and originally came into being following legislation that was passed in 2003 in England and Wales. Funding is raised primarily from a levy applied to business rates which is retained for a pre-agreed purpose. Annual income is typically £200,000-£600,000 but can be as little as £50,000 and as much as £2 million+. It can take 2-3 years to get to a stage where the BID is approved but funding is guaranteed for 5 year and can be renewed if the majority of levy payers agree. The levy, once agreed in a ballot, is compulsory and collected by the local authority.
In the UK, the majority of BIDs exist in town and city centres. However, they can also be found in industrial, commercial and mixed-use locations. In recent years a number have been established for the tourism sector (known as T BIDs) and in tourism destinations (D BIDS). Visit Inverness LochNess (VILN) Isle of Wight Herefordshire Destination VILN was the first Tourism BID in the UK, After consultation with over 1200 eligible Management Plan established in March 2014. The organisation businesses on the Island a TBID was In a similar EAFRD supported covers a large geographical area that includes established in 2016 alongside an existing project the Herefordshire Tourism Loch Ness and rural surrounds, the City of DMO – VisitIsleofWight and now raises and Food & Drink Partnership is Inverness (excluding the city centre) and around £300,000 pa from the levy. This will developing an application for a T Inverness Airport. It has 400 levy paying be in place until August 2021 when a vote BID to be implemented for 2023 members ranging from major hotel chains and for continuation with be taken. – 2028 as a core pillar of its DMP. visitor attractions to guest houses, self- catering properties and restaurants. It also has Other sectors such as retail can opt in over 50 businesses not automatically through voluntary donation or sponsorship. included, which have chosen to ‘opt-in’ voluntarily. It has raised over £200,000 each The Island, albeit, a single destination is year spending it on marketing, business comprised of several towns and resorts and tourism, access and infrastructure, customer a large rural area but has one local service training and support for events and authority – the Isle of Wight Council – that festivals. collects the levies. A T BID provides a relatively long term solution to funding and, although supported by the local authority in terms of collection of the levy, the funding and leadership is primarily the responsibility of the private sector. With regard to Mole Valley District, the T BID solution may be achievable in the light of the current BID for Dorking and what has been achieved in other areas. However, any extension of the BID to become more sectoral or a D BID (as opposed to a T BID) would probably need to wait until the renewal of the Dorking BID in 2021. Place Shaping and Destination Management in Areas of Outstanding Natural Beauty (AONBs)
In its evidence to the Rural Tourism Select Committee in 2016, the Association of AONBs (NAAONB) set out five key recommendations:-
The Area of Outstanding Natural Beauty designation is uniquely British. This designation does not exist anywhere else in the world. It is a unique selling point for the English countryside and the NAAONB hopes this can be appreciated by the national agencies. There is a need to improve collaboration between AONB partnerships and DMOs to facilitate the growth in rural tourism. There is a need to unlock tourism potential in AONBs by diversifying and modernising the offer, and generating business opportunities appropriate to local environments and communities. The AONB designation provides a valuable marketing opportunity for local authorities who have all or part of an AONB within their administrative boundaries. The AONB designation exemplifies partnership working and a collaborative approach to place based solutions and pulls together many strands of rural economic development – destination management, marketing, local business support, local transport solutions etc.
The work undertaken in this study has shown that the Surrey Hills AONB encapsulates the very essence of the rural area. It is powerful presence in Mole Valley District and the mapping clearly shows that the majority of the rural tourism product is within the AONB boundary or within touching distance. Surrey Hills Enterprises’s 6 mile extension of coverage certainly brings in an even greater area. The work of the AONB particularly in the cycling, walking and equestrian fields is extensive already. It would seem an unnecessary duplication to attempt to form a partnership where the AONB/ Surrey Hills Enterprises wasn’t a major part.
The AONB brand can be a powerful one – perhaps best demonstrated in the UK by the Cotswolds but also evident with the Chilterns, the Malverns , the Mendips and the Quantocks. Some of these areas cross boundaries at county and district level so have had to forge wider partnerships. Most have both DMO and AONB websites which seems increasingly inefficient and unnecessary in view of the NAAONB interpretation of the role of the AONBs in ‘rural economic development’. The Surrey Hills ‘Family’ Although AONBs may have a reputation for conserving, protecting and enhancing, in reality they achieve a much broader range of ambitions:-
Make things happen, translating vision and national policy into local action Work with local communities and value their skills knowledge and energy Provide value for money by securing additional funding, resources and project partners Develop innovative approaches to achieve beneficial results though collaboration Promote a sustainable rural economy that conserves and enhances the natural environment for the benefit of society NAAONBs – The AONB Family With the current lack of resources both at the local authority levels and at Visit Surrey and a fragmented rural tourism industry, a more pragmatic and efficient path to create a viable, effective and stable partnership may be better served by building on and around the Surrey Hills ‘Family’ partnership - the AONB Unit, the Surrey Hills Society and Surrey Hills Enterprises. This group was established by the Surrey Hills AONB Board to help support the delivery of the AONB Management Plan. The driver has been the recognition that :-
‘Government funding is heavily constrained, so working collaboratively through the family provides an opportunity to diversify and broaden the resource base, including access to skills, funding and volunteering.’ Surrey Hills Enterprises Surrey Hills Society Established in 2012 its mission is to promote the Established in 2008 the Society Surrey Hills as a national asset for the benefit of is a membership organisation local businesses in order to enhance the community and conserve the unique established as a charity to recruit heritage. It offers membership to commercial partners to use the Surrey and inform individuals with an interest in the Surrey Hills Hills Trademark on behalf of the Surrey Hills AONB Board. by running a range of walks, talks and awareness raising activity. Membership is open to any organisation, business or charity operating within the Surrey Hills or within a 6 mile radius in Surrey. The organisation also operates a website to showcase members and their products and Surrey Hills Trust Fund services, promotes through PR and e-communications and social media and A dedicated fund established runs events. under the umbrella of The Community Foundation for It provides training and support for businesses including coaching and Surrey to attract donations from individuals and mentoring and workshops, seminars and networking meetings. companies to support the work of the AONB Unit. The Case for the Surrey Hills Brand The Surrey Hills AONB and associated Areas of Great Landscape Value permeate through East Surrey’s rural community as indeed they do for the other parts of the County. The advantages of using the Surrey Hills brand include:-
Its established with sub brands and emerging trademark The related AONB is contained within a singular county. The ‘Halo’ effect – benefitting those not within the formal boundary The related AONB is a ‘uniquely British’ designation differentiating the destination from others but drawing it into the select family of AONBs some of which have excellent reputations in domestic and international markets. It can draw strength from its ready access from London and major international airports Brand guardians already exist in the form of the AONB – balancing the commercial and environmental sustainability. Community, Business and Environment engagement and leadership is already happening. It’s a potential funding ‘magnet’ in a post Brexit world Leadership and Partnership Options
If Mole Valley DMP ambitions are considered to be best developed in isolation to the other Districts and Boroughs in East Surrey there may be easier solutions to delivery either for the cycling, walking and equestrian activity alone or for a wider rural visitor economy plan.
Combining with the Surrey Hills AONB and Surrey Hills Enterprises could provide a very effective public/private sector partnership to develop a strong ‘brand’, develop the product and infrastructure and provide the commercial business support.
Alternatively or even in addition, the creation of a D BID or T BID that extends out of Dorking across the wider Mole Valley District is a more long term solution but could provide a longer term financial sustainability. Wheels, Feet & Hooves Destination Management Plan The Strategic Principles cover:- Strategic Principles The Vision The Vision The Outcomes This Destination Management Plan (DMP) proposes that the long term ten-year vision for the Mole Valley Visitor Economy is:- The Resources Mole Valley’s visitor economy is renowned for The Growth Targets and the quality and sustainability of its special places and rural landscapes, Monitoring the quality of life within local communities, its contribution to prosperity, local jobs and skills, The Visitor Economy Aims with authentic experiences which boost the economic value of cycling, walking and equestrian activity Strategic Principles (con)
The Outcomes
This Plan is an important stepping stone to reach the vision which is rooted in the principles of quality and sustainability. Mole Valley’s existing rural tourism provision and the future opportunities for its development are so inextricably linked with the Surrey Hills AONB that serious consideration needs to be given to the possible role of the AONB and its ‘Family’ in the leadership and delivery of the DMP - not just in Mole Valley but across the wider East Surrey rural visitor economy. In any case it is vital this DMP is seen alongside the wider East Surrey DMP. This DMP is based on outcomes that:
Maximise the value from cycling, walking and equestrian activities Welcome, involve and satisfy visitors visiting or passing through Mole Valley Support a profitable and prosperous visitor economy industry - for the operators in and around the area Engage and benefit the Mole Valley communities Protect, enhance and create better appreciation of the built environment, the heritage and culture of the rural area Establish the Surrey Hills brand as being the driving force for the destination, its image and product quality
The Resources
Mole Valley District Council’s resources for the visitor economy will inevitably be limited, so in order to maximise them the following key actions are recommended: Strategic partnership work especially with the Surrey Hills AONB/Surrey Hills Enterprise to achieve economies of scale and coordinated delivery on the ground A communication and engagement strategy that maximises involvement of the local businesses and community More effective use of existing resources through a joined-up approach between Council services and activities Continued focus on bidding for external funding from the most appropriate agencies An approach that enables and facilitates investment through informed and effective structural planning
Even so, the number of initiatives that can be covered with modest resources will be limited, so the emphasis must be on doing a handful of things well. Tough choices will be needed to prioritise activity. Council funding should only be used where intervention is warranted. Partnerships need to be adequately resourced (in terms of staff time as well as funding), so the Council will need to prioritise in order to get the best out of its various partnership activities. Phased change may be needed as partnerships grow and evolve. The Growth Targets
The five-year visitor economy growth targets must reflect the scale of local authority resources to support the visitor economy, the highly competitive market place with other UK and overseas destinations and the potential (and currently) unknown impacts associated with Brexit.
The growth principles are based on:
Increasing the economic value of the visitor economy in terms of spending and employment Making the most of existing assets and resources Spreading the value across Mole Valley
It is wise to set a strategic growth target in line with national and sub-regional forecasts. Hence an annual growth target of 3% to 4% in value (excluding inflation) is reasonable for the sector as a whole. However, this might need to be adjusted to account for the Brexit implications. This represents cumulative growth of 15% to 20% over five years from 2019 to 2024 (at 2018 values).
The economic impact survey for Mole Valley commissioned as part of this project provides the best baseline data for the DMP:- Monitoring Total Business Turnover per District 2016 Jobs The challenges lie in the capacity and affordability of continuing to measure Supported this each year and the ability to compare it to other destinations to identify in the competitiveness. Standard economic impact models like the Cambridge Visitor Model are a cost-effective way to monitor growth in general terms, but Economy ideally a basket of local indicators is required which can be measured £88m quickly and easily to provide more detailed and periodic snapshots of Mole Valley growth: - £194m 3280 Epsom & Ewell Collect visitor numbers across a sample of visitor attractions and events Reigate & Banstead Measure average annual bedroom occupancy across a sample of Tandridge accommodation places £188m Monitor annual web hits to a sample of sites that promote the area Include visitor economy businesses within any wider economic or £73m business surveys Monitor the volume and value of cycling across the County and at regular cycling events Monitor social media to identify cyclist’s and walker’s visitor satisfaction Visitor Economy Aims
The DMP propose that the aims for the Mole Valley visitor economy are to:-
Facilitate investment in new provision and infrastructure to enhance local economic benefits and relieve the pressures of activity on sensitive areas
Increase the satisfaction and enjoyment of visitors, encouraging them to return and recommend Mole Valley.
Enhance the success of businesses relying on visitor spend, encouraging higher standards and reinvestment.
Change the composition and value of the visitor market for the economic benefit and quality of life of local businesses and communities, increasing their buy-in and economic return, generating more overnight trade.
Address the issues associated with the area’s increasing popularity for cycling, walking and riding by managing volumes and maximising value .
Understand and manage the current uncontrolled pressures on the local environment and communities.
Adopt an approach of “equal opportunity” to appeal to minority and disadvantaged markets, specifically regarding rights of way and access.
Recommend a balanced approach to development that protects the quality of landscape which attracts visitors in the first place and respect and safeguard Mole Valley’s natural assets.
Ensure the recommendations and delivery structure are consistent with wider strategic plans and partnerships in and around Surrey. Wheels, Feet and Hooves Rural Destination Management Plan Recommendations The recommendations of the Wheels , Feet & Hooves Destination Management Plan are grouped under the respective headings.
An early task for the delivery partnership is to take ownership, prioritise from this ‘menu’ and create a set of practical actions over the first 18 months. This will need to assess roles and responsibilities, resource implications, performance indicators, the relative priority attached to the actions and the first or next immediate steps.
The recommendations are a mix of continuity with existing plans and projects plus new initiatives to meet challenges and exploit opportunities. Recommendations - Wheels
Dispersal: encourage dispersal across Mole Valley by promoting lesser- Quality accreditation: encourage local businesses to participate in the known and used areas through signage and promotions/ communications to national Cyclists Welcome accreditation scheme and act as ambassadors link and join-up existing routes, specifically identifying family trails for cyclists - which encompasses special facilities and services, bespoke Operation pinch-point: set up volunteer ambassador initiatives around Box food arrangements and information provision for cyclists, with Hill and Leith Hill at peak periods to encourage dispersal of cyclists and walkers subsequent joint promotions to encourage overnight business - Event registration: encourage more organisers of group and club events to specifically linking up accommodation, cafes, pubs, attractions and places register in advance to help manage capacities, offering practical local advice and such as garden centres giving a better cycling experience Maintenance: ensure all designated cycle routes become priorities for Traffic free cycling: build on the Olympic legacy by supporting initiatives for a maintenance work, specifically the speedy repair of potholes, creating a “Closed Circuit Cycle Park” to provide a wider all-round outdoor experience, volunteer warden scheme to report problems to Rights of Way through safe spaces that appeal to different types of cyclist, attracting new user authorities groups and reducing the necessity to close public roads Street clutter: work with the Dorking Business Improvement District Cycle Surrey Hills/active multi tourism: support the new initiative to create and local Parish Councils to encourage adequate provision for secure an extension of the existing off road cycle routes and create rural activity hubs bike parking in areas with food, drink and toilet provision to reduce to attract new markets and create greater value from cycling visitors unsightly and obstructed pavements Rail and ride: Support and extend the North Downs Line Rail Partnership Best practice: use the Tour de Yorkshire as a best practice exemplar to initiatives to use off-peak rail capacity to encourage cyclists from London to promote the economic value and market profile / opportunities, build enjoy circular cycle trails from stations and encourage more secure state of the community liaison and create education initiatives creating a cycling art cycle parking facilities at stations in Mole Valley destination with international appeal New segments: identify the specific needs and opportunities to attract new Prudential Ride: work with the event organisers and sponsors to build and growing segments of the market such as e-bikes for the third age, safe greater community engagement and prepare contingency plans to help routes with female appeal, initiatives to develop and nurture talent, cycle hire extend the licence for this major national event to ensure it continues for younger markets, plus appropriate food, drink and toilet provision within Mole Valley beyond 2019 International: develop and promote cycling holiday packages for the Dutch, Global recognition: use “Surrey Hills” as the cycling brand for the German and French markets working through overseas tour operators and Mole Valley area, ensuring it is used consistently and appropriately by cycling clubs and associations local businesses and national organisations, identifying the commercial New accommodation: exploit new routes to market through companies such value of the brand and income opportunities, in liaison with Surrey Hills as AirB&B who now actively promote holiday experiences, supported by a clear Enterprises. Mole Valley AirB&B policy for potential accommodation providers Codes of conduct: work with existing local and national groups and There is a need to create “one voice” on behalf of the cycling organisations to promote responsible cycling and responsible driving in Mole communities. The natural focus is an extension of the Mole Valley Cycling Valley Forum and it’s greater integration into the Surrey Hills AONB Partnership. Recommendations – Feet
North Downs Way: support the National Trails Discover England Fund Walking Festival: work together with the Mole Valley Ramblers to look project in engaging with local businesses to seize the current opportunity to at the feasibility of creating an annual Surrey Hills Walking Festival each create and promote bookable walking packages on the North Downs Way – spring or autumn – a programme of guided and self-guided walks of aimed at German and Dutch markets in 2018/19, exploring the options for variable lengths and challenges, aimed at people of all abilities, covering second phase funding beyond 2019 and potential markets / operators using locals and visitors from further afield – assess what other UK destinations Gatwick Airport – attract UK and overseas tour operators to carry the product are doing and learn from best practice Footsteps of Pilgrims: engage with local businesses and rural churches to Rail walks: work with train operating companies to develop (1) a series build on the legacy of the Discover England project, building on the theme of of rural linear walks between specific stations and (2) circular walks starting the established Pilgrims Way route (running from Winchester to Canterbury) and finishing at selected stations - both aimed at South London markets aimed at UK short break walking markets utilising off-peak capacities and special fares (such as Brit Rail London Plus Accommodation: expand the bedstock on and around the North Downs passes for overseas markets), incorporating station walks to well-known Way, Greensand Way and the Pilgrims Way to add to visitor choice and visitor attractions and rural event venues satisfaction, specifically B&B, glamping and camping Minority markets: assess the opportunities to develop new markets, Quality accreditation: actively encourage local towns and villages to join accessible from South London, which are currently under-represented the UK wide network of accredited Walkers Welcome Towns and Villages. This amongst walkers (such as women, millennials, health and fitness, ethnic could include holding their own localised walking events including creating groups, etc) to understand their habits, expectations and barriers guided and self guided walking tours. Virtual gateway: create an online portal for “Walking in the Surrey Hills” Quality accreditation: encourage local businesses to participate in the highlighting the breadth and diversity of existing walking material on the national Walkers Welcome accreditation scheme and act as ambassadors for web walkers specifically linking up accommodation, cafes, pubs, attractions and places such as garden centres There is a need to incorporate the walking community into the “one voice” Global recognition: use “Surrey Hills” as the walking brand for the Mole of the Surrey Hills. The natural focus is representation via the Mole Valley Valley area, ensuring it is used consistently and appropriately by local Ramblers Association. businesses and national organisations, identifying the commercial value of the brand and income opportunities, in liaison with Surrey Hills Enterprises Walking clubs: promote walking opportunities and short break packages, especially in spring and autumn, to UK walking clubs and associations further afield (i.e. one to three hours away) Visitor dispersal: introduce a scoping exercise to cover rural car parking locations and capacities in relation to Rights of Way to identify potential pinch- points and signage requirements to encourage visitor dispersal – specifically promote the range and choice of lesser known and used walking routes Recommendations - Hooves
Reinvigoration: gather market insights into the long-term prosperity of the equestrian sector and best practice elsewhere in the UK, specifically looking at business diversification opportunities and self-help initiatives through business mentoring.
Horse Riding Routes: work with the Surrey Hills Equestrian Working Group to identify and recommend routes in the Mole Valley area.
Diversification: assess and support specific opportunities to provide visitor accommodation on equestrian sites, such as B&B, camping and glamping.
Awareness: ensure that local communities are aware of the services and activities offered by equestrian businesses to help grow their markets, particularly amongst local communities, AirBnB providers and the South London population.
Community events: take advantage where appropriate of land and facilities that could be used for local events, helping to draw equestrian establishments into the heart of rural communities.
Equine Festival: explore across the whole of East Surrey/Surrey the potentially to built around the Epsom Derby profile, including the possibility of creating an area wide event incorporating horse-racing, polo, dressage, eventing, hacking, equestrian camps and therapeutic riding for the disabled.
Networking: support initiatives to encourage networking and shared experiences amongst Mole Valley businesses to support mentoring initiatives.
Parking: assess the amount of suitable parking on or near the bridleway network which is accessible to vehicles with horse boxes, specifically the supply and demand from walkers and cyclists, and take appropriate actions.
Global recognition: use “Surrey Hills” as the equestrian brand for the Mole Valley area, ensuring it is used consistently and appropriately by local businesses and national organisations, taking advantage of the commercial value of the brand in liaison with Surrey Hills Enterprises
The equestrian community in Mole valley currently operates at a different scale compared to the walking and cycling sectors. The Surrey Hills Equestrian Working Group exists but works across the whole of the AONB area. The Equestrian Workshop held as part of the DMP process brought some key players together and highlighted significant enthusiasm to network and share experiences. We suggest, as a first step, engagement with the Surrey Hills Group.