Prince Edward Island Confederation Trail Phase II Development

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Consulting Inc., in association with Daniel K. Glenn Ltd. and 2L media group, is pleased to submit this Final Report for Phase II Development of the Confederation Trail in Prince Edward Island. Executive Summary In order to put forward strategic recommendations for the Phase II Development of the Confederation Trail, the Baker Consulting team completed a comprehensive situation analysis. As stated in the scope of work, the situation analysis focused on: Infrastructure, Programming, Branding, Packaging, and Marketing. The collection and analysis of background information was critical to propose sound and achievable recommendations. For this project, six methods of data collection were utilized and are detailed in the body of the report. Some interesting facts that were discovered include that, for 26 million Active American leisure travelers, heritage is the #1 motivator and soft adventure #2. For 14 million active Canadian vacationers, the motivators are reversed, and heritage is somewhat less important. As far as visitors to Prince Edward Island are concerned, the tale is told in the last available Exit Survey, showing that in 2003, soft adventure was the #1 activity behind the catch-all of csightseeing d. Looking at cycling tourism, it is worth noting that bicycle retail and tourism in Ontario are worth at least $150 million a year. In Quebec, statistics show that bicycle tourists spent, in 2002, an average of $112 per day as opposed to other tourists who spend $52 per day. A study of cycle tourism in Maine revealed that many cyclists will travel further distances to take advantage of shared paths. More detailed findings can be found in the body of the report. In Canada, trails of importance include La Route verte in Quebec, Lake Ontario 9s Waterfront Trail and Greenway in Ontario, and Le P 9tit Train du Nord in Quebec. Some internationally important cycling networks are located in Denmark, the UK, Holland, in addition to numerous trails in the US. Some commonalities include the services offered to cyclists along the trail, paved routes, and extensive networks of trails. Some also feature certification systems for tourism operators. More details about the analysis of background information can be found in the body of the report. By design, grass roots community volition has always been the driver for trail development on Prince Edward Island. The implementation strategy proposed for the Phase II Development of Confederation Trail is based on seven domains of trail enhancement, each equally important. They are discussed according to three priorities, or three phases: 1) Set images and standards; 2) Build out and promote; 3) Expand and package. The priorities for each domain of trail enhancement are resumed as follows: Confederation Trail 3 Phase II Development Final Report 3 October 2005 5 PHASE I Set Image & Standards PHASE II Build Out and Promote PHASE III Expand and Package Community Support Town Hall presentations to explain strategy to communities Provide Best Practice manuals to Communities Support establishment of coordinated shuttle service Enlist Trail Ambassadors Incorporate re- enactment community characters Management Confirm Island Trails as private sector management partner Enlist Development Officers Prepare Best Practices manual for maintenance: $15,000 Adopt c0 d tolerance for ATV use Establish liaison coordinator with DOT & PW and communities Obtain lease or title of lands for expansion Set certified standards for businesses Collect user data to monitor for success Infrastructure Install new trail warning signs Design kiosk standards Pave 8Welcome Mats d at road crossings to increase visibility Upgrade trailhead signs with new logo and info Install kiosk information signs Create major trailhead locations complete with parking, signs, washrooms, potable water Add more shelters Add more benches Construct tent platforms and washrooms in remote areas of trail Improve control gate designs Add 50mm trail topping to depth and widen to 3m standard Aesthetic Quality Prepare Best Practices manual for landscape views: $30,000 Establish 3 demonstration sections along trail to act as standards Improve Wood Islands trail edges Conduct workshop on landscape standards with work crews Implement landscape enhancements with work crews Interpretation Collect resource information Identify distinct character nodes Set standards for message delivery Write storylines for signs Translate Do graphic layouts in- house Fabricate signs and install Coordinate with PEI Agri-Tourism Confederation Trail 3 Phase II Development Final Report 3 October 2005 6 Marketing Introduce New Brand Image Tweak website and marketing materials Set TAC data requirements Establish snowmobile rally event Integrate with Coastal Drive Strategies Promote cycling Promote heritage roads Host regular trail events Establish major cycle event with qualified promoter and celebrity host /participant Package trail experiences Expansion Extend trail at Gateway Village with major trailhead Plan land lease / acquisition Co-plan route with Parks Canada Expansion at Cavendish Pave urban sections of trail Start North Shore expansion implementation Start Stratford 3 Wood Islands expansion Start North Cape 3 Tignish and Elmira 3 East Point Trails Pave road shoulders Create urban cycle lanes The budget determined for the proposed three phase approach is detailed as: PHASE I PHASE II PHASE III TOTAL Community Support $5,000 $7,500 $25,000 $37,500 Management $7,500 $25,000 $32,500 Infrastructure $263,100 $482,500 $940,000 $1,685,600 Aesthetic Quality $30,000 $80,000 $753,000 $863,000 Interpretation $185,000 $300,000 $485,000 Marketing $53,000 $50,000 $100,000 $203,000 Expansion $7,500 $2,500,000 TBD $2,507,500 TOTAL $366,100 $3,305,000 $2,143,000 $5,814,100 Confederation Trail 3 Phase II Development Final Report 3 October 2005 7 1. Context In order to put forward strategic recommendations for the Phase II Development of the Confederation Trail, the Baker Consulting team completed a comprehensive situation analysis. In general terms, the goal of the situation analysis was three-fold: 1. to identify cwhere are we today? d 2. to identify cwhere might we like to go? d; and 3. to identify key strengths and challenges that may help or hinder future success. As stated in the scope of work, the situation analysis focuses on: 1. Infrastructure 2. Programming 3. Branding 4. Packaging 5. Marketing In addition to recognizing that these categories are not mutually exclusive and that there is considerable interaction and interdependency between them, they also have to be examined as part of a larger context which includes: 1. Provincial branding and marketing strategy 2. National branding and marketing strategy 3. Island communities adjoining the Trail 2. Methodology In order to propose sound and achievable recommendations, the collection and analysis of background information was critical. For this project, five methods of data collection were utilized in the context of the aforementioned categories of Infrastructure, Programming, Marketing, Branding and Packaging. The data collection process was designed to be incremental: background material sourced in hard copy and online was incorporated into discussion outlines for one-on-one interviews and focus groups, and then findings from this primary research work prompted searches for additional secondary data. Environmental Scan The systematic review and examination of external factors and trends helped to assess the market. The consultants looked at how similar products are being branded, programmed, packaged and marketed; how similar products are ensuring economic spin-offs for adjoining operators and communities; where the Tourism Advisory Council is taking provincial tourism strategy and how this relates to Confederation Trail; how Trail branding and marketing can fit Canada 9s new national brand approach, Keep Exploring . Confederation Trail 3 Phase II Development Final Report 3 October 2005 8 Literature and Document Review Examination of provincial government literature and a variety of related studies gave the consultants a good feel for how the trail came to be, how it is marketed currently and where communities and stakeholders want it to go in future. Site Assessment and Infrastructure Review Tours included visits to higher standard and lesser quality infrastructure along the trail, allowing the team to get a clear understanding of the current situation and product offering. Expert and Key Informant Interviews Interviews were conducted with a variety of experts and key informants, who are listed in the Appendix of the Interim Report. Focus Groups Three focus groups were conducted in August, 2005 with key stakeholders representing government, trail community and tourism operators in western (Summerside), eastern (Montague) and central (Charlottetown) regions. Detailed findings of these discussions are included in the Appendix of the Interim Report. Strategic Planning From the interviews and focus groups emerged an analysis of strengths, weaknesses, opportunities and threats, and from this an expanded description of potential development opportunities. In September, 2005, a strategic planning session was conducted with members of the Steering Committee, where the Interim Report and SWOT analysis were reviewed. Each of the identified opportunities was discussed in some detail and assessed for feasibility. Strategic priorities were assigned and this report is the result. 3. Research and Key Findings 3.1 Environmental Scan 3.1.1 Soft Outdoor Adventure The Canadian Tourism Commission categorizes Soft Outdoor Adventure participants as people who took part in two or more of the following activities: Recreational biking Biking as an overnight touring trip Motorcycling Kayaking or canoeing Motor boating Sailing, wind surfing Hiking/backpacking Horseback riding Hot air ballooning Cross-country skiing Downhill skiing Snowboarding Snowmobiling Hunting/fishing Confederation Trail 3 Phase II Development Final Report 3 October 2005 9 In order to asses the size of the market interested in product offering such as the Confederation Trail, it is interesting to note the following data: Market Size, Demographics and Spending 1 " Approximately 1-in-14 of all overnight person visits made by Canadians (or 5.0 million person visits) practiced one of the above mentioned activities during they travels; while the ratio increases to 1-in-10 for American visitors to Canada in 2001. " The Soft Outdoor Adventure segment attracts equal numbers of male and female Canadian travellers whose average age is 39.2. Twenty-six percent (26%) have a university degree with an average income of $58,200. " The American Soft Outdoor Adventure segment comprises slightly more males than females and the average age is also slightly higher at 44.1. Thirty five percent have a university degree and the average income is $71,000. " Of the $19.4 billion spent by Canadians taking overnight trips in Canada during 2001, those who took part in Soft Outdoor Adventure activities spent a total of $1,176 million. The American Soft Outdoor Adventurers contributed over one billion dollars to tourism businesses in Canada in 2001. Market Segments Overlap There exists an overlap of interest within the different Canadian market segments. This gives indication of packaging possibilities with other non-adventure related activities. The Soft Outdoor Adventurers (those who practice one of the activities above) also have an interest in: " 65% is interested in winter activities, with 60% having an interest in alpine skiing; " 40% is also interested in heritage; " 39% in wine/culinary; " 38% in visual/arts; and " 34% is also interested in performing arts. The American soft outdoor adventure segment follows almost the same pattern as the Canadian segment with the only difference being a tie in interest in heritage, performing arts and wine/culinary. 1 Canada Tourism Commission: Activity-based Tourism Segments in Canada and the USA: An Overview 3 A Special Analysis of the Travel Activities and Motivation Survey (TAMS), 2003. Confederation Trail 3 Phase II Development Final Report 3 October 2005 10 Where Canadian Tourists Live and Where They Go Demand for soft outdoor adventure products in Canada, according to residency, comes primarily from: " Ontario market (34%), although, their preference lies in culture and heritage products (soft adventure activities come in seventh position); " Quebec (28%), soft adventure is the number one choice of activity in that market. Where American Tourists Live and Where They Go American leisure tourists with recent Canadian travel experiences are most apt to have visited the following provinces and regions: " Ontario 3 55% " Atlantic Canada 3 12% Atlantic Canada attracts disproportionately high levels of Americans in the Heritage, Performing Arts, Visual Arts and Wine/Culinary segments. 3.1.2 Confederation Trail Data In the c North Shore Trail Extension Plan d prepared by the firm CBCL Limited, a summary of Confederation Trail Statistics is presented. The data was captured from visitor reports prepared by the Department of Tourism for Prince Edward Island for the years 2002 and 2003. The table is also presented here as it offers interesting data: Variable 2002 2003 Number of Visitors 1.068 million 1.038 million Majority of visitors were from Ontario Ontario Used Confederation Trail 20% 17% Cyclists 51% 63% Hikers 38% 35% Peak Season Use (July-August) 62 55 Late Shoulder Season 28 20 Early Shoulder Season 18 17 Visitors age 40 yrs or older 78 77 Visitors Group Size of 2 or less 68 72 Sightseeing 92 90 Visiting Beaches 82 88 Confederation Trail 3 Phase II Development Final Report 3 October 2005 11 Craft/Souvenir Shopping 81 78 Visiting National Parks 76 70 Lobster Suppers 61 63 Historical/Cultural Attractions 65 51 Visiting Anne Attractions 58 49 cJust to see PEI d 45 46 Hiking 42 41 Overnight in Charlottetown 37 37 Overnight in Cavendish 25 20 Confederation Trail Users Profile 2 2003 Age: < 40 years 40 3 59 years 60 years & up 23% 48% 29% Party Composition: Singles Couples/Adults Families Mean Party Size 5% 72% 23% 2.8 Work: Full time Part time Retired Other 54% 7% 28% 11% Income: < $35,000 $35,000 - $50,000 > $50,000 8% 14% 78% Status: First time Repeat 55% 45% 2 Confederation Trail Visitors Report , PEI Department of Policy, Planning & Research, 2003 Confederation Trail 3 Phase II Development Final Report 3 October 2005 12 3.1.3 Cycling Tourism Cycle Tourism can be defined as recreational visits, either overnight or day visits away from home, which involve leisure cycling as a fundamental and significant part of the visit. " More than 30% of Ontario tourists cycled at least once on their trip. Touring cyclists spent at least $150 a day. Bicycle retail and tourism in Ontario are worth at least $150 million a year 3 . " The annual expenditures specifically linked to La Route verte in Quebec rose to $95.4 million in 2000, representing 2,000 jobs and $15.1 million and $11.9 million for the governments of Quebec and Canada respectively. Most of the users of La Route verte are sport cycle tourists (that is, tourists for whom cycling is the primary reason for being on La Route verte, rather than some other tourist activity) who account for 57% of the expenditures 4 . " In 2002, Québec hosted 190,000 bicycle tourists. They spent an average of $112 per day as opposed to other tourists who spend $52 per day. They stayed an average of 6.5 nights as opposed to other tourists who stayed 3.1 nights 5 . " In Victoria, Australia, two events, cAround the Bay in a Day d, a 210 km day ride, and the cGreat Victorian Bike Ride d, a 9 day supported ride, attracted more than 8,000 riders each in 2004. " Cyclists in Austria account for up to 90% of overnight stays and contribute $90 million per year in economic benefits. There are 30 different routes in that country covering 4,000 km. " A study of cycle tourism in Maine revealed that many cyclists will travel further distances to take advantage of shared paths. Research in this state has pointed to the importance of effective marketing, infrastructure investments and supportive services for a successful cycle tourism industry 6 . " According to the Adventure Travel Report, published by the Travel Industry Association of America (TIAA), over 27 million North American travellers have taken a cycling vacation, making it the third most popular outdoor vacation, after camping and hiking. " In Canada, 38% of Soft Outdoor Adventurers will cycle during their travels. 3 Regional Niagara, Bikeway Master Plan Study , 2003. 4 M.G. Archambault and P. Joly, Les Retombées Économiques de La Route verte, 2001. 5 Vélo Québec, La Route verte Special Issue , September 2002. 6 Maine Department of Transportation, Bicyle Tourism in Maine, Economic Impacts and Marketing REcommendations , 2001. Confederation Trail 3 Phase II Development Final Report 3 October 2005 13 CANADA It 9s worth taking a closer look at the province of Quebec as the province is making great strides in developing La Route verte into a world cycling destination. Quebec 7 : In 2000, there were an estimated 5.5 million bicycles in Quebec, including 4.2 million adult bicycles. That 9s an impressive 61% of all adults in Quebec who own at least one bicycle. It should also be noted that over 300,000 people in Quebec have the equipment required to cycle with their children. Bicycle tourists in Quebec represent 11% of the provincial population or 21% of all cyclists. They are divided in two categories: 1. Those for whom cycling is the main motivation for travel (athletic bicycle tourists); and 2. those for whom cycling is a leisure activity (vacationing bicycle tourists). These approximately 500,000 bicycle tourists share the following general profile: " well educated (49% have a university degree); " well paid (83% earn over $40,000 per year); " most of them (70%) have no children living at home; " primarily older adults (66% are 35 to 54 years old; 20% are 55 or older). What does the Quebec market represent? " On average, Quebec bicycle tourists travel a total of 15 days per year, generally spread out over two to four trips. " They prefer either hotels (B&Bs, hotels, motels, etc.) or campsites. " Bicycle tourists spend an average of about a hundred dollars a day, making them a lucrative tourist. " Bicycle tourists prefer travelling mainly on quiet rural roads or on bicycle paths. 3.1.4 Trails and the Cycling Product Trans Canada Trail A review of the Trans Canada Trail provincial sections was undertaken to determine best practices from each of the provinces. Although PEI is the only province with a completed trail infrastructure and the closest to being ready to market, it is interesting to note initiatives in other parts of Canada. Below are highlights from information researched on each of the provinces 9 trail websites. In addition we interviewed John Bellini, CEO of Trans Canada Trail Foundation, who elaborated on a number of the provincial initiatives mentioned below: 7 Source: Biclying in Quebec in 2000 , Université du Québec à Montréal (UQAM) Tourism Chair, 2001. Confederation Trail 3 Phase II Development Final Report 3 October 2005 14 British Columbia (Trails BC 3 www.trailsbc.ca ) : " Trails BC identifies three kinds of travellers on the Trans Canada Trail: through travellers (they set a goal to traverse a long section of the trail, town to town or across the entire province or country), section travellers (they select portions of the trail to travel at a selected time, accumulating travelling on the trail over a period of time), and local network (they explore networks of local trails that exist around many communities). " The trail system in British Columbia is divided in seven regional sections. " Trails BC users can become members for a yearly fee (membership categories include individual, group and associate). The fees collected serve to continue building the trail. " Trails BC produces the Trail Talk Newsletter which offers information about events and trail development updates. It is published once or twice a year and available on the Trails BC website for free download. Alberta (Alberta TrailNet 3 www.albertatrailnet.com ): " Five core groups of trail users are identified: Alberta Bicycling Association, Alberta Equestrian Federation, Alberta Snowmobile Association, Cross Country Alberta and Alberta Off Highway Vehicle Association. " The trail is host to a number of events including full day guided hikes, adventure races and relays. " The trail is also the setting for training sessions such as bike clinics and training courses targeting industry ( cBikeway Planning and Development d training course on how to develop cycling infrastructures). " The community is also involved through groups such as Scouts Canada and cFriends of the Trail d. Saskatchewan (Saskatchewan Trails Association 3 www.sasktrails.ca ) : " Saskatchewan Trails Associations divides its trail network into 12 sections and provides detailed information for each. This information includes a detailed map, the basic trail information in a table format (length, surface, level of difficulty, and which activities are allowed on that particular section: hiking, biking, cross-country skiing, snowmobiling and horseback riding), things to do and places to go (with trail side community attraction information), accommodations and campgrounds. " The trail hosts a unique event in collaboration with the Red River Metis Heritage Group Inc. The cart journey traces the original trek of Metis from St. Norbert, Manitoba, west to Batoche, Saskatchewan. Participants dress in historic costumes and use horses and horse drawn carriages. Confederation Trail 3 Phase II Development Final Report 3 October 2005 15 Manitoba (Manitoba Recreational Trails Association Inc. 3 www.mrta.mb.ca ) : " Manitoba 9s interpretive maps have been translated in French and are posted on the Association 9s website. These documents include detailed information 3 in French 3 including an introduction to the region, where to stop along the trail, contact information for several trail groups and other resources, flora and fauna, a quiz and more. Ontario (Ontario Trails Council 3 www.ontariotrails.com ) : " The Ontario Trails Council website features an event calendar which includes OTC activities. " The OTC is working with the Greater Rochester Trails Committee (US) to organize cross-border events and other initiatives. Quebec (Conseil québécois du Sentier transcanadien) : " Quebec 9s Route Verte (a cycling path) and the Trans Canada Trail will overlap in certain regions and be separate in others. The National Trail (Sentier National) is a hiking alternative to the multi-use TCT that follows a separate route north of the Saint Lawrence. New Brunswick (New Brunswick Trail Council Inc. 3 www.sentiernbtrail.com ) : " A complete trail guide for NB can be purchased through Service New Brunswick for $13.08. " The NB Trail Council promotes an education component to the trail with activities for children such as Ranger Robin , You can 9t see me! , and Silly Symphony . " The NB Trail Council 9s website offers a form where damages to the trail can be reported; the form can also be printed and mailed to the Manager of Construction and Maintenance. Nova Scotia (Nova Scotia Trails Federation 3 www.novascotiatrails.com ) : " NS Trails produces a 16-month calendar that retails for $10. " In Nova Scotia, there are 139 community-based non-profit groups that develop and maintain the province 9s network of trails. " An event organizer manual is available on the NS Trails website. This manual provides information on how to organize an event for the International Trails Day celebrations, and is also a template for the organization of other community events. It includes information on how to promote the event, how to build partnerships, setting goals, planning the event and much more. Newfoundland and Labrador (Newfoundland T 9Railway Council 3 www.trailway.ca ) : " T 9Railway Trivia offers information related to the railway history of the trail (the trail follows the route of the former Canadian National railway from Port aux Basques to St. John 9s). " A variety of merchandise is available: lapel pins, t-shirts, coffee table books, caps, safety whistles, etc. The order form can be printed and mailed. Confederation Trail 3 Phase II Development Final Report 3 October 2005 16 Prince Edward Island (Island Trails 3 www.islandtrails.ca ) : " Interactive map provides distances and interesting information about each section of the trail " Events occurring on the trail are posted on the site Yukon Territory (Klondike Snowmobile Association 3 www.ksa.yk.ca ) : " The Klondike Snowmobile Association is overseeing the development of the territory 9s sections of the TCT. Some sections are only suitable for mountain biking. Northwest Territories (NWT Recreation & Parks Association 3 www.nwtrpa.org ) : " The trail is primarily a water route and passes through a total of 16 northern communities on its way north, including an overland addition to the Trail which leads up to Yellowknife. Nunavut (Department of Sustainable Development, Government of Nunavut 3 www.gov.nu.ca/sd.htm ) : " No information about the Trans Canada Trail available. Other trails in Canada Ontario: Lake Ontario 9s Waterfront Trail and Greenway ( www.waterfronttrail.org ): The 740 km Waterfront Trail follows the shore of Lake Ontario, connecting 31 communities from Niagara-on-the-Lake to Brockville. On June 12, 2005 it was announced that the Waterfront Trail now connects with La Route verte in Quebec making the inter-provincial trail network accessible to Ontario and Quebec residents and tourists alike. The Trail is near 182 parks and natural areas, 152 arts and culture heritage attractions, 170 marinas and yacht clubs, and 37 major annual waterfront festivals are organized on the trail. Confederation Trail 3 Phase II Development Final Report 3 October 2005 17 The Waterfront Trail has 450 km of trail that is designated (signed) and 290 km that is undesignated (signage yet to be installed and/or gaps in alignment). Uses of the trail include multi-use (pedestrian, cycling, rollerblading), recreational and commuting (24% of trail users use it to commute regularly). Quebec : La Route verte ( www.routeverte.com ): Under development since 1995, the Route verte will comprise 4,000 kilometres of bikeways linking the various regions of Quebec when completed. The Montérégie, the Laurentians, Montreal and the Outaouais are the regions with the greatest number of bikeways. The trail system is expanded in a number of different ways: - By using public right-of-ways (abandoned rail corridors, towpaths, hydroelectric right-of-way, etc.); - By paving shoulders to make roads safer for cyclists; - By identifying certain rural roads with little traffic as cdesignated cycling routes d. The project is inspired by the most important and well-reputed cycling networks in the world: - The national cycling routes in Denmark; - The National Cycle Network under development by the group Sustrans in the UK; - Danube and Rhin cycling routes (going through 5 countries) - American cycling networks made possible thanks to Rails-To-Trails Conservancy; - Coast itinerary in Oregon and California The Route verte is marked with signs standardized by the Quebec ministry of transportation. These markers are often accompanied by signs displaying route information and by tourist signs highlighting nearby services or attractions. On the existing segments of La Route verte, there are 150 establishments that rent bicycles and about 460 lodging services (B&Bs, hotels and motels, etc.), not to mention the 80 campgrounds along the route. Economic spin-offs of the Route verte have been assessed by the Tourism Chair at the Université du Québec à Montréal. The survey, conducted in 2001, determined spending habits of cyclists in the province to total over $166 million in 2000. Key findings of the survey can be found in Appendix 1. Vélo Québec sponsors the campaign cCyclists Welcome! d. The use of a certification mark (logo) identifies and publicizes accommodations that cater to bicycle tourists and that are located near the Route verte. Confederation Trail 3 Phase II Development Final Report 3 October 2005 18 Certified cCyclists Welcome! d establishments are committed to offering the following services: - a covered and locked space where bicycles can be stored at night; - facilities where cyclists can wash and dry their clothing and equipments; - a pump and tools for making minor repairs; - high-carb meals with larger-than-average portions of fruits and vegetables; - information on local bicycle repair and rental outlets and regional tourist information offices. Le P 9tit Train du Nord ( www.laurentides.com ) : This former train track now offers 200 km (125 mi.) of forest trails. It is located north of Montreal and connects the communities of Saint-Jérôme and Mont-Laurier. Summer activities include cycling and hiking, winter activities include cross-country skiing between Saint-Jérôme and Val-David (45 km), and snowmobiling (117 km). Since the summer of 2003, one section of the trail is paved for 88 km allowing for in-line skating to be practiced. The trail also features 47 interpretive signs. US and Overseas La Route verte in Quebec identifies the following as important cycle networks: - The national cycling routes in Denmark; - The National Cycle Network under development by the group Sustrans in the UK; - Danube and Rhin cycling routes (going through 5 countries) - American cycling networks made possible thanks to Rails-To-Trails Conservancy; - Coast itinerary in Oregon and California We are also looking at the Dutch network as cyclists from that country have expressed an interest in PEI and the Confederation Trail. Confederation Trail 3 Phase II Development Final Report 3 October 2005 19 Holland 8 : In Holland, cycling is a way of life. It is estimated that out of 15 million people 12 million own bicycles. The Dutch use the bicycle as a way of transportation rather than just for recreation. There are many special lanes and paths for cyclists with a total length of approximately 17,700 km (11,000 miles)! (See Appendix 3) These lanes are recognizable by the round blue sign with a white bicycle in the middle. They will take the cyclist through some of the most attractive regions of Holland. In many parts, special routes for cyclists are indicated. Many companies specialize in the rent and repair of bicycles. Special events for cyclists are also regularly organized. The climate is characterized by mild winters and comfortable summers. Another important aspect is that Holland is generally flat with only an occasional hill. This makes the country ideal for even longer tours and also allows the youngest and the oldest members of the family to participate. En route, there are plenty of opportunities to take a rest at terraces of restaurants and cafes, specially built picnic areas or anywhere along the side of the road. The following day trip suggestions are offered for the visitors: Bicycle Routes in Bloom, Biking along Rivers, Biking along Windmills, Through the City, Along the Coastline, Heath and Forests. The National Bicycling Foundation has designated a network of long distance bike routes, so called LF routes throughout Holland, with a total length of more than 3,700 miles. Route guides have been developed and include information such as an outline map, a register of addresses for overnight stays, ferries, museums and information offices. 8 Hollan1d Tourism Website: www.holland.com Confederation Trail 3 Phase II Development Final Report 3 October 2005 20 Denmark 9 : Denmark 9s network of cycle paths is quite unique, with a total of more than 10,000 km of safe, interconnected, coordinated and well sign-posted cycle paths that can take the visitor off the beaten path. The distances are short, the scenery is pretty and varied and there are no mountains 3 just gentle slopes of which around half tend to go downhill. 3,500 of these kilometres make up the main backbone of the biking country that is Denmark: the 11 national routes, running either north-to-south or east-to-west throughout the country. On top of this are countless regional and local routes, all perfectly laid out for cyclists. UK 10 : The National Cycle Network offers 9,500 miles of signed, safe and attractive cycle routes in the UK. By September 2005, 10,000 miles will put almost 75% of the UK population within two miles of the Network. One third of the Network is on traffic-free paths, with the rest on quiet minor roads and traffic-calmed streets. These well-marked routes provide fantastic leisure opportunities, as well as links into towns for schools, work and stations. " In 2003, the NCN carried 126 million trips by cyclists, walkers, and other users " Of these, 77 million were trips by cyclists and 49 million by pedestrians " On a like-for-like basis (i.e. not including growth resulting from extensions to the NCN), this represents a year-on-year growth of 10% in the number of cycling trips " Traffic free routes (which account for one third of the NCN) were critical to this growth, with 13% year-on-year growth between 2002 and 2003, compared with 6% on road sections of the NCN " During 2003, total open length of the NCN National Routes grew by 18%, leading to a total use increase of 30%, from 97 million trips in 2002 to 126 million trips in 2003 9 Denmark Tourism Website: www.visitdenmark.com 10 Sustans National Cycle Network: www.sustrans.org.uk National Route Regional Route Local Route Confederation Trail 3 Phase II Development Final Report 3 October 2005 21 Austria 3 Danube Cycle Path: The most famous bike-Tour in Europe: from Passau to Vienna along the beautiful Danube for 305 km. The cycle path is asphalted, mostly flat with 90% free of traffic. Occasional slight ascents take cyclists to the important sight-seeing attractions. The difficulty is rated as easy and suitable for families . Germany 3 Rhine Cycle Route: The Rhine is Germany's mightiest river and one of the great waterways of Europe. The whole of the Rhine Cycle Route (330 km) has an international feel, and the stage through the Rhineland-Palatinate, which includes the Upper Middle Rhine Valley, is considered to be the jewel in the crown. This well-maintained, mainly asphalt section follows the course of the river Rhine on mostly level terrain. Large sections are car free. There is no standard signposting for the whole of the Rhine Cycle Route. Bett & Bike More than 4,100 accommodation providers are involved in the scheme. US 3 Rails-to-Trails Conservancy: Rails-to-Trails Conservancy (RTC) is the backbone of one of the largest recycling efforts in the United States: the preservation and development of unused railroad corridors as healthy, attractive multi-use trails. Since 1986, RTC has been the major force behind the public attitudes and political environment that have helped open 12,650 rail-trail miles. So popular are these safe and accessible trails that another 16,000 miles of former rail corridors are in the project stage. Ten Most Heavily Used Trails in America Name of Trail State Average number of yearly users Trail Description W&OD Railroad Trail Virginia 3,000,000 The 100-foot-wide W&OD has been called "the skinniest park in Virginia." But it is also one of the longest parks, 45 miles of paved trail for walking, running, bicycling and skating and 30 miles of adjacent gravel trail for horseback riding. Built on the roadbed of the former Washington & Old Dominion Railroad, the multi-use W&OD Trail runs through the urban heartland and countryside of Northern Virginia. Confederation Trail 3 Phase II Development Final Report 3 October 2005 22 Minuteman Bikeway Massachusetts 2,000,000 Built by the Commonwealth of Massachusetts on an inactive railroad, the 10-mile asphalt bikeway is collectively managed and maintained by the four communities it passes through: Bedford, Lexington, Arlington, and Cambridge. Pinellas Trail Florida 1,200,000 The Pinellas Trail is a 15-foot wide paved asphalt trail built along an abandoned railroad corridor throughout the length of Pinellas County (34 miles). Iron Horse State Park Trail Washington 1,200,000 The Iron Horse State Park trail was constructed from the western section of the Milwaukee, St. Paul and Pacific Railroad bed. The 66.5 miles of trail 9s elevation descends from 3100' to 1500', not in excess of a 2% grade. There are thirty substantial trestles, 4 tunnels (one of which is 2.3 miles long), two snowsheds, 3 developed trailheads. The surface is of gravel and ballast. East Bay Bicycle Path Rhode Island 1,100,000 The East Bay Bike path is a 14.5 mile, 10 foot wide, ribbon of asphalt that provides a safe place for unobstructed cycling. Users can enjoy the sites, sounds and smells as the path takes them by coves and marshes, over bridges, and through some Rhode Island State Parks. Fox River Trail Illinois 1,000,000 The Fox River Trail is used for hiking, biking, cross-country skiing and jogging and stretches from Algonquin to Aurora. The 35-mile trail is of Asphalt, Crushed Stone, Concrete. Baltimore & Annapolis Trail Maryland 1,000,000 The Baltimore & Annapolis Trail Park is a 13.3 mile asphalt trail linking schools, suburban homes and apartments, shopping centers and malls, and churches. It follows the route of the old B & A Shortline Railroad, a light interurban line that connected the state capital of Annapolis to the city of Baltimore with passenger and light rail freight service. Northern Central Railroad Trail Maryland 1,000,000 The North Central Railroad (NCR) and York County Heritage (YCH) combine to create an awesome trail. Despite its proximity to Baltimore, this 41 mile long trail follows nearly all rural terrain. The surface is fine crushed gravel and is in generally good condition. Provo Jordan River Trail Utah 1,000,000 The Provo Jordan River Parkway Trail is on a linear corridor that totals 43 miles in length. However, not all of the trail is paved. There is a total of 26 miles of trail that is paved and available for in-line skating. Dusty horse trails or not yet connected sections of future pathways lie between the paved stretches of trail. Confederation Trail 3 Phase II Development Final Report 3 October 2005 23 Burke- Gilman Trail Washington 1,000,000 The 27-mile trail begins at Gasworks Park on Lake Union and follows an old railroad right-of-way along the Ship Canal and north along Lake Washington. The surface is of asphalt. 3.2 Literature and Document Review Some of the documents reviewed were provided by Tourism PEI while others were acquired through research. A complete list can be found in Appendix 1. 3.3 Site Assessment and Infrastructure Review For the Confederation Trail to be a world class tourism product it must have a unique image, including character areas; a superior wayfinding system which must be visible; and it must be constructed and maintained in the highest of quality (trail surface, width, trail slope, trail length, bridges, etc.). These elements were analyzed during an on-site infrastructure review and helped put forward the recommendations found in Section 4.2. 3.4 Focus Groups Three focus groups were conducted August 9 and 11 with key stakeholders representing government, trail community and tourism operators in western (Summerside), eastern (Montague) and central (Charlottetown) regions. Detailed findings of each focus group are included in Appendix 2. The SWOT summary appears below. Strengths " Tip to tip, continuity " Safe for families " Nice surface, flat " Beautiful, varied flora/fauna " Free for users " Through rural communities, accessible from multiple points " Clean air, sense of freedom, quiet, serene " Unique experience " Urban product in Summerside " Multi-purpose " Nice bridges " History " Trail can be completed in sections Weaknesses " Surface varies, not wheelchair and stroller friendly " Logo too old looking, says nothing about PEI " No shoulder " Linear, no loops " Too much in the country, users can 9t see the same sights as a car tourist " Gates Confederation Trail 3 Phase II Development Final Report 3 October 2005 24 " No good directions/signage in Charlottetown " Parking areas " No bike racks/places to lean bikes " Not high awareness of product with tourists " Not enough coastal routes " No trails in Provincial Parks " Not enough washrooms on Trail, services along trail not constant " Not enough road signage, km on trail not accurate with map, lack of signage on trail and at intersections, signage at trail head not clear/or non-existent, no cross-walk signage " Bike type not specified on tourist info. " No shuttle " Lack of info about Trail, map is weak, no indication of key attractions " No real research about Trail Opportunities " Identify which, if any, sections are good for road bikes " Sell connection from community to community " Identify amenities on map, community maps with attractions and distances " Meet the locals, connecting with community centres " Fundraisers " Loop with varied distances/time frames " Shuttle and bike rentals along Trail " Urban product (add bike logos on paved shoulders) " Signage pointing to community products " Pre-book B&Bs along Trail, B&Bs website 3 map with accommodations close to the Trail " Stop areas (picnic tables, rest areas, shelters) " Paving sections of the Trail " Determine profile of cyclists/offer packages that answer their needs " Interpretation of flora/fauna/history " Involve schools " Link to cycling sites/promote in specialized publications " Paved urban centres with links to key attractions/products " Shoulder on coastal roads " ATVs during shoulder season " Bird watching and guided hikes " Continuous story through interpretation; culture/heritage product (history of the rail line) " Old railway stations, artefacts of railway " Specific travel guides: bird watching, cycling, snowmobiling " Certificate of completion " Calendar of events " Customized tours, day trips/2-day trips, etc. " Get people off the Trail onto the road for a few Km (tie with Coastal Routes and Heritage Routes) " Partnerships with Parks " Experiential/learning tours " More training to VIC staff about Trail Confederation Trail 3 Phase II Development Final Report 3 October 2005 25 " Topographic map " Annual tip-to-tip race " cTraffic Report d to advise operators when groups are coming " Parallel trail (horses in summer, cross-country in winter) Threats " Media (creates fear factor) " Graffiti / vandalism of signage " Cell coverage? " ATVs " Crossing trail/road " Emergency services (911)? 3.5 Stakeholder Interviews Interviews were conducted with primary stakeholders, both public and private sector, across the Island. Participants are listed in Appendix 3. Since the regional focus group discussions ran the gamut of strengths, weaknesses, opportunities and threats, the individual interviews were used mainly to hone in on opportunities and to begin assigning some sense of priority to these. Because of the importance of tour operators to the success of Confederation Trail and to soft adventure tourism in general, we have highlighted below four of the discussions: Tour Operators Freewheeling Adventures, Hubbards, NS 3 David Fullerton Plans, organizes, and equips guided or self-guided bike tour or multi-sport vacations in Canada, Iceland, Europe, or Latin America since 1987. Sections of Trail used " Mt. Stewart to St. Peters Best destinations " Tchech Republic (trail network exclusive, no motorized vehicles allowed) " Cape Breton (road cycling) Confederation Trail (positive) " Signage good " Entry points easy to find " Map well developed " Amenities excellent " Trail Side Café " Easy to get on and off the trail Confederation Trail (negative) " Surface " Landscape in other sections of the trail boring " Can 9t recall logo Opportunities " More bike rental facilities " Pave surface (would generate 75% more interest) " Promoting trail during best time of year (when lupines are out, fall colours, etc.) Confederation Trail 3 Phase II Development Final Report 3 October 2005 26 Scott Walking Adventures, Hubbards, NS 3 Angela Chisholm Organizes hiking and walking trips to destinations such as Eastern Canada, Quebec, Iceland and Bermuda since 1992. Sections of trail used " Offers trips to PEI, but doesn 9t use the trail Confederation Trail (positive) Confederation Trail (negative) " Trail too flat, not interesting for walking/hiking Opportunities " Develop coastline trails " A larger network of trails Bike Riders Tours, Boston, MA 3 Peter Williams This adventure travel company offers distinctive, elegant high end bicycle vacations through New England, the Maritimes, and Europe. The bike tours have earned a reputation for exciting, off-the-beaten track itineraries, luxurious inns and outstanding restaurants offering meals brimming with fresh, local specialties. Sections of trail used " Charlottetown to Hunter River " Morrell to St. Peters " Small portion in Elmira " Uses road the rest of the time Confederation Trail (positive) " Good signage when exiting Charlottetown " PEI is a great destination " Interesting scenery, small towns, quiet places 3 the serenity of the Island is a draw Confederation Trail (negative) " Route 6 near Rustico and Stanhope and Route 13 Cornwall towards Blue Heron are used by cyclist, but very dangerous " Like trail, but don 9t need trail Opportunities " Educate communities about the value of cycling tourism for PEI " Educate drivers on how to pass cyclists on the road would increase safety " Integrating Confederation Trail with other trails to develop a network in the province " Use La Route verte in Quebec as a template 3 good at integrating a core trail with other quieter, rural roads as part of the network " Need a publication specifically for cyclists with detailed map of each region, including itinerary suggestions for self-guided tours " Address safety issues 3 promoting PEI as a safe destination to cycle would appeal to tour operators " Reach out to tour operators with a FAM tour for development staff Confederation Trail 3 Phase II Development Final Report 3 October 2005 27 Atlantic Canada Nature Safaris, Halifax, NS 3 Peter Oickle Offers walking/hiking tours in Atlantic Canada and northern Ireland since 1995. Sections of trail used " Only uses small portions here and there Confederation Trail (positive) " Amenities good Confederation Trail (negative) " Unusable " Gates/barriers are a major problem " Can 9t be everything to everyone (decide which market to go after) " Not really seeing PEI, no coast 3 need to get off the trail to see the ocean and this is what most people want to see " Marketing is skewed (only shows the Morell/St. Peters section) " Opportunities " Design trail network as a highway system with the appropriate signage, overpasses (look at QC for model) " Interpretation of flora and fauna " Designated shoulder on road to take cyclists near the coast Confederation Trail 3 Phase II Development Final Report 3 October 2005 28 4. Recommendations By design, grass roots community volition has always been the driver for trail development on Prince Edward Island. The same principle should apply to implementation of enhancements that will take the trail to the next level. This strategy aims to inform and motivate community organizations to take (or keep) ownership, to empower them to drive the project forward. The strategy is based on seven domains of trail enhancement, each equally important. Enhancements will have to come from all domains at the same time. This approach assures community input throughout the entire process from buy-in on standards and management to expansion and marketing. Setting detailed phasing in the absence of fiscal funding targets is guesswork at best. The intent here is to set a rational approach that allows tasks to be completed in an order that maintains the community focus. The first priority is to garner support among the stakeholders to ensure there is buy-in and understanding of the vision. Developing standards of excellence will assist in demonstrating how the vision will be achieved. Once the overall quality is set the image of an enhanced trail project will be clearer 3 simply adding more of the same product to other areas of the province will not lead to a cworld class d trail on its own. The trail needs to become more meaningful, more enjoyable and more fully appreciated as a tourism opportunity before it can get to the next level. The visual impact of good landscape design can frame views, form accents, pull the eye further down the trail, create shade and shadow patterns, enhance wildlife habitat, and improve berry picking to name a few. The landscape techniques which would best serve to transform the trail edges to alluring foregrounds and living enclosures need to be articulated in a manual specific to the Confederation Trail. The manual would address views of all types, setting contrast and visual interest through planting for sustained ease of long term maintenance. A list of indigenous and naturalized plants that would be appropriate along the trail is also required. The second priority is to build the enhancements, manage it as a community resource and promote the trail as a multi-faceted recreational and destination tourism product. The third priority is to expand the trail into key tourism areas, create a network of connecting trail types and package as a one of a kind trail experience. The following cGrass Roots Implementation Strategy d charts a course for advancing the trail in a coordinated manner. Confederation Trail 3 Phase II Development Final Report 3 October 2005 29 4.1 Grass Roots Implementation Strategy 3 Overview DOMAIN COMMUNITY SUPPORT MANAGEMENT INFRASTRUCTURE PHASE I SET IMAGE AND STANDARDS Town Hall presentations to explain strategy to communities Confirm Island Trails as private sector management partner Enlist Development Officers Prepare Best Practices manual for maintenance Adopt c0 d tolerance for ATV use Install new trail warning & crossing signs: 500 @ $100 x 2 = $100,000 Design kiosk standards: $7,500 Pave 8Welcome Mats d at road crossings to increase visibility: 88 @ $1,200 = $105,600 Upgrade trailhead signs with new logo and info: 50 @ $1,000 = $50,000 PHASE II BUILD OUT AND PROMOTE Provide Best Practice manuals to Communities Support establishment of coordinated shuttle service Establish liaison coordinator with DOT & PW and communities Obtain lease or title of lands for expansion Install kiosk information signs: 36 @ $2,500 = $90,000 Create major trailhead locations complete with parking, signs, washrooms, potable water: 36 @ $5,000 = $180,000 Add more shelters: 20 @ $7,500 = $150,000 Add more benches: 250 @ $250 = $62,500 PHASE III EXPAND AND PACKAGE Enlist Trail Ambassadors Historic programming to incorporate re-enactment, community characters Set certification standards for partners Collect user data to monitor for success Construct tent platforms and washrooms in remote areas of trail: 5 @ $8,000 = $40,000 Improve control gate designs: 500 @ $300 = $150,000 Add 50mm trail topping to depth and widen to 3m standard: $750,000 Confederation Trail 3 Phase II Development Final Report 3 October 2005 30 DOMAIN AESTHETIC QUALITY INTERPRETATION MARKETING EXPANSION PHASE I SET IMAGE AND STANDARDS Prepare Best Practices manual for landscape views Collect resource information Identify distinct character nodes Set standards for message delivery Introduce new brand Image Tweak website and marketing materials Set TAC data requirements Extend trail at Gateway Village with major trailhead Plan land lease / acquisition for Tignish 3 North Cape, Elmira 3 East Point Co-plan North Shore route with Parks Canada PHASE II BUILD OUT AND PROMOTE Establish 3 demonstration sections along trail to act as standards: $60,000 Improve Wood Islands trail edges: $20,000 Write storylines for signs: 200 @ $500 = $100,000 Translate: $10,000 Do graphic layouts in- house: $75,000 Establish snowmobile rally event Integrate with Coastal Drive Strategies Promote cycling Promote heritage roads Host regular trail events Pave urban sections of trail Start North Shore expansion implementation Start Southern Kings expansion Start North Cape 3 Tignish and Elmira 3 East Point Trails PHASE III EXPAND AND PACKAGE Conduct workshop on landscape standards with work crews: $3,000 Implement landscape enhancements with work crews: $750,000 Fabricate signs and install: 200 @ $1,500 = $300,000 Coordinate with PEI Agri-Tourism Establish major cycle event with qualified promoter and celebrity host /participant Package trail experiences Pave road shoulders Create urban cycle lanes Confederation Trail 3 Phase II Development Final Report 3 October 2005 4.2 Development Strategies 4.2.1 Community Support As discussed, grass roots community volition has always been the driver for trail development on Prince Edward Island. This is no accident: the sequence of trail development across the province has always been in response to the expressed desire of communities. Where community organizations wanted to press forward, development occurred. Where there was no interest, that section was delayed. The same principle should apply to next stage development. This strategy aims to inform and motivate community organizations to take (or keep) ownership, to empower them to take ctheir trail d to the next level. Phase 1 Set Image and Standards Town Hall Presentations First phase calls for the presentation of this strategy to interested community organizations, from town councils to recreation departments to health and wellness groups. Trail development strategy should demonstrate how tourism and community goals are mutually supportive. The character of the community is the attraction for knowledgeable visitors and in turn tourism creates economic benefit to sustain and strengthen that character. To demonstrate the importance of soft adventure and heritage tourism categories, the Canadian Tourism Commission provides the following supporting data: Activity Based Market Segments Activity Rankings Adults with Recent Travel Experience in Canada Canadian Tourism Commission, Overview, Travel Activities and Motivation Survey (TAMS) , 2003 #2 #1 Soft outdoor adventure #1 #4 Heritage tourism Americans Canadians Activity Based Market Segments Took a recent lesiure trip in/to Canada Canadian Tourism Commission, Overview, Travel Activities and Motivation Survey (TAMS) , 2003 7.1 million 4.4 million Soft outdoor adventure 8.3 million 2.2 million Heritage tourism 26.3 14.0 Millions of adults 18+ USA (000,000) Canada (000,000) For 26 million active American leisure travellers, heritage is the #1 motivator and soft adventure #2. For 14 million active Canadian vacationers, the motivators are reversed, and heritage is somewhat less important. As far as visitors to Prince Edward Island are concerned, the tale is told in the last available Exit Survey, showing that in 2003, soft adventure was the #1 activity behind the catch-all of csightseeing d: Confederation Trail 3 Phase II Development Final Report 3 October 2005 32 PEI Visitor Activities 2003 84% 77% 71% 69% 55% 51% 47% 40% 35% 25% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Sightseeing Soft Adventure Beach Visits Craft Shopping Gen. Shopping National Park Lobster Suppers Anne/Lucy Maud History/Culture Acadian Culture 2003 Exit Survey Phase 2 Build Out and Promote Best Practice Manual Best Practice Guidelines should be agreed upon and provided to community organizations. These would expand and update the current Confederation Trail Development Standards to cover subjects like landscaping techniques, viewscape enhancement, plantings, trail services, interpretation (cultural and natural), branding, signage, maintenance, etc. The Manual would also include best practices in terms of possible activities a community could host on the trail, how other communities are pointing trail users towards the services their community offers, the economic benefits of developing their section of the trail, etc. Communities could turn to the Manual for ideas, not only on how to develop their trail but also how to attract more visiting cyclists and walkers as well. Shuttle Services Until the trail becomes more than a linear park from here to there, shuttle services are essential from there to here. This was identified as a priority by numerous stakeholders and key informants. Communities and operators need to cooperate in providing shuttle services for trail users. These would be identified and promoted in trail literature. Confederation Trail 3 Phase II Development Final Report 3 October 2005 33 Phase 3 Expand and Package Trail Ambassadors / Historical Re-enactment As discussed under Interpretation, community storytelling can go way beyond inanimate signage. Communities can be very creative in bringing to life their stop on the trail. Local Trail Ambassadors could point out historic features, stage historical re-enactments, and of course direct trail users to nearby services. On the Appalachian Trail, for example local trail users act as cTrail Angels d, directing visiting hikers to the services they need. Island Trails already supports an extensive community based volunteer force, which can act as the core resource in this endeavour. I Island Trails photo Programmi

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