Courtesy of the City of Williams Lake:
As part of its commitment to economic growth and diversification, City Council resolved at its March 5 meeting to support the Cariboo Mountain Bike Consortium in its efforts to develop Williams Lake’s mountain bike tourism sector. Council encouraged the Consortium to bring forward proposals to Council to assist in their ongoing efforts. Working to prioritize, protect and link key mountain biking areas to the City and supporting the development of additional trailheads within City limits is part of Council’s World Class Recreation strategic priority in the Official Community Plan.
Cariboo Mountain Bike Consortium (CMBC) Executive Director Justin Calof provided Council an update on the organization’s initiatives to date, as well as a 2012 Economic Assessment. With the largest bike park in the Interior, and the largest legalized network of mountain biking trails in the province, Williams Lake is competitively positioned as a destination for mountain bike enthusiasts from within B.C., Canada, and internationally. Mountain biking is now one of the fastest growing tourism sectors in the Cariboo, the total value of the mountain biking sector is estimated at over $2.26 million.
Bike Consortium research profiles mountain bikers as being largely university educated with 75% of riders in the Cariboo region earning $65,000 annually. A further 15% earn more than $100,000 a year. The CMBC’s www.ridethecariboo.ca website has seen a 207% growth in traffic since it was created in 2010, driven by various marketing initiatives; resulting in an increased economic impact of the sport in the Cariboo of 11.5%.
Since 2010, there has been an average 30% increase in use of the trail system, and 2012 estimates for mountain bike visitor spending is more than $294,000. Indirect spending is estimated at more than $427,000, and visitor spending impact has increased 21% since 2010. Participation in annual events such as the Peel Out and Pedal by the Puddle are also increasing. The recently completed Snakes and Ladders trail, which uses 22,000 board feet of lumber, is positioned to become a provincially renowned “signature” trail for the Cariboo. The Cariboo Mountain Bike Consortium is planning additional investments in web marketing, trail infrastructure, and partnerships.
“The Cariboo Mountain Bike Consortium’s ongoing initiative is a perfect example of economic diversification in the age of the pine beetle, and we congratulate Justin and his group’s successes,” says Williams Lake Mayor Kerry Cook. “The City has been proud to partner on projects with the Consortium, and we look forward to exploring new ways we can help promote Williams Lake’s world class mountain biking experience.”
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