kirkpatrick macmillan, the inventor of the pedal bicycle in 1839, and to promote dumfries and...
TRANSCRIPT
www.originalbicyclefestival.co.uk
DUMFRIES & GALLOWAY
STEPPING STONES
Final Evaluation Prepared by Ian Barr, Dumfries and Galloway Council, on behalf of the Original Bicycle Festival Planning Group
“When Cycling Came Home”
Dumfries and Galloway Council has an active and aspirational events strategy, which seeks to make Dumfries and Galloway a leading rural destination in the UK for high quality, enjoyable and affordable events - affordable to deliver and attend.
Councillor Ian Carruthers, Dumfries and Galloway’s Events Champion
Introduction
We are also, as this Festival evaluation report will outline, extremely proud of our cycling heritage, mountain bike trails and association with major events such as the Tour of Britain.
Within the Council, we are serious about promoting cycling. The Council is very committed to developing the region’s cycling infrastructure, and is currently supporting the £5.4m Dumfries Sustainable Transport Town programme. Each year the Council takes the lead in welcoming the Tour of Britain to the region - an association with the UK’s blue riband cycling event of which we are proud, and there are ongoing initiatives to develop cycling for sport, leisure and tourism.
So it was a real pleasure to be involved with the Original Bicycle Festival - a genuine, grassroots celebration of cycling, which was held to promote everything good about the bicycle and Dumfries and Galloway as a visitor destination.
I hope you will enjoy finding out more about the Festival, via this Evaluation Report, which includes many images from the ‘OBF’, and that you intend to cycle in Dumfries and Galloway soon.
Councillor Ian Carruthers
2
2 Introduction
3 Contents
4 - 5 Executive Summary
6 - 7 The Rationale for the Original Bicycle Festival
8 - 9 The Planning for the Original Bicycle Festival
10 - 11 The Kirkpatrick Macmillan Play
12 Avalanche Enduro UK
13 Dalbeattie Junior Mountain Bike Day
14 - 15 The Cycling Film Festival
16 - 17 The Festival Café
18 CTC Discovery Rides
19 Women on Wheels
20 The Burns Solway Coastal Sportive Challenge
21 Beattock Open Time Trial
22 The Castle Douglas and Dumfries Criteriums
23 The Stepping Stanes Family Fun Day
24 - 25 The Economic Impact of the Festival
26 - 28 The Marketing Campaign
29 The Role of Volunteers During the OBF
30 - 31 The Press Generated for Cycling in Dumfries and Galloway
32 - 33 The Public Relations Campaign for the Original Bicycle Festival
34 - 35 Lessons Learned and Legacies
Contents
3
Executive Summary
The Original Bicycle Festival was delivered successfully in May 2009 by a partnership of agencies and cycling interest organisations and businesses. Within the Festival there were major events such as the Ae Enduro Avalanche and Scottish Cycling’s town centre Criteriums, both of which were new to Dumfries and Galloway. There was also a range of road and mountain bike events to appeal to cyclists of all types and abilities and quirky cultural events.
The rationale for the Original Bicycle Festival - a unique and one-off Festival, was to complement the World Mountain Bike Conference on Sustainability, which was due to take place between May 12 and May 15 of this year. Sadly however, due to the global downturn and some ill-fated bad luck, the Conference was cancelled in April 2009. Organisers are hopeful that it will take place in the future.
Although the absence of World Conference delegates was felt, especially at the Dumfries events of the Original Bicycle Festival during the middle weekend of the Festival, the Festival had developed as a strong stand alone project.
There was a strong sense of mission and vision within the Planning Group: to promote the legacy of Kirkpatrick Macmillan, the inventor of the pedal bicycle in 1839, and to promote Dumfries and Galloway as a beautiful place to cycle.
The Festival achieved great support from cyclists and generated excellent media for Dumfries and Galloway. It was driven by a desire to get people onto their bikes - it was a participative festival. It did not become however a spectator festival - although hopes were originally high for decent spectator numbers at the Criteriums, more work is required to develop audiences for high profile cycling events. The regional interest in the annual arrival of the Tour of Britain shows what can be achieved with the active promotion of cycling races.
The Festival created £173,000 of direct economic impact to the Scottish economy. Notably, the media value for the Festival was £311,000. The appointment of an Edinburgh based marketing and PR agency (Rare Management), was the correct tactic to generate substantial PR and media interest in the Original Bicycle Festival. There was good and ongoing coverage of the Festival in the regional media, exceptional coverage on Radio Scotland and a highlight was the feature on the BBC One Show. Dumfries and Galloway Council’s financial investment in the Original Bicycle Festival was £32,000. Therefore the Council achieved a ratio of 32: 474 (the direct economic benefit and media values achieved by the Festival) as its Return on Investment. The ratio of 32: 474 can be simplified to 1: 15.
The Festival has left a number of legacies, including a range of cycling events that should serve the region well over the years, and optimism for the future of cycling in Dumfries and Galloway.
4 5
Criteriums are colourful and exciting
Dumfries Cycling Club’s Coastal Sportive
The Original Bicycle Festival was conceived to be a major cycling festival to complement and coincide with the World Mountain Bike Conference on Sustainability (WMBCS).
The attraction of the WMBCS to Dumfries, which was planned for May 12 - 15 2009, was important recognition of the world class stature and appreciation of the region’s 7stanes mountain bike trail centres. The Conference was also anticipated to be an important economic event, forecast to bring £1.2m to the regional economy.
Sadly, the global economic downturn and sheer bad luck resulted in the postponement of this Conference, and a new date for it to take place has still to be set.
The Original Bicycle Festival though, organised by a separate planning group committed to promoting Dumfries and Galloway as a great cycling destination, quickly gained momentum. The Planning Group formed in May 2008 and was an active and committed group. This was due to the recent development work that has gone into cycling in the region - in terms of the nurturance and growth of cycling events, the development and marketing of the 7stanes mountain bike trails and youth development initiatives. The notion of the Original Bicycle Festival, so called to promote and pay homage to Kirkpatrick Macmillan, as well as to signify a unique Festival, to be delivered at the same time as the WMBCS, provided strong motivation.
Dumfries and Galloway is a special place for cycling. Within the Council and across much of the spectrum of local society we are proud of our cycling heritage and
The Rationale for the Original Bicycle Festival
cycling trails. In 1839 Kirkpatrick Macmillan, a blacksmith from Keir, near Thornhill, invented the first pedal bicycle. The bicycle, which he called a ‘velocipede’ was heavy, difficult to manoeuvre and a touch cumbersome, but it was the world’s first modern bicycle and Macmillan was a quietly brilliant man. He never really capitalised upon his invention which is why the story of the bicycle is often told without reference to this modest character.
Today, Dumfries and Galloway is home to 5 of the legendary 7stanes mountain bike trail centres, at Ae, Mabie, Dalbeattie, Kirroughtree and Glentrool. The 7stanes are one means of getting out and about and exploring our beautiful
region. Mountain biking is now a hugely important leisure activity and economic driver. The Council is committed to working with Forestry Commission Scotland to develop the economic and sporting benefits of the 7stanes, and this effective partnership, which pre-dates the OBF, was one of the strengths the Festival Planning Group was able to draw upon. The trails are calculated to have been worth £9.289m to the South of Scotland economy over the course of the period 2005-2007. Future revenues to the regional economy will be greater.
The South of Scotland is recognised across the Globe as one of the best locations for mountain biking,
These then were the key ingredients for the planning and delivery of the OBF;
• TheproposedWMBCS
• Theemergenceofmany cycling events and the commitment of cycling events organisers in Dumfries and Galloway
• The7stanesmountain bike trails
• Theregion’sassociation with the Tour of Britain
• TheappreciationofDumfriesand Galloway as a place to cycle
• Youthdevelopmentsincycling
Ian Barr, Events Strategy Officer, Dumfries, August 2009
but our quiet open roads have many supporters too. During the Festival, Graeme Obree aka ‘The Flying Scotsman’, who was a great Ambassador for the OBF, reiterated his view that Dumfries and Galloway is a brilliant place for road cycling. It is hoped that Graeme will return to Dumfries to lead a future workshop on cycling development in the region.
The Council has led the regional planning and funding to make the Tour of Britain an almost permanent fixture in the area’s Sporting Calendar since 2005. The Tour is eagerly welcomed, always dramatic and colourful and an annual highlight. The Tour has a large following in Dumfries and Galloway, and it is to be hoped that it will continue to return to the region each year. The knowledge and confidence gained locally by working each year with the Tour was another catalyst for the OBF.
The last few years have seen the emergence of many good quality cycling events in Dumfries and Galloway. Most events are organised by committed volunteers and cycling enthusiasts. The events are too numerous to mention, but the talents of local cycling organisers, and their commitment to the sport and the region provided the foundation - the skills, experience and commitment, to plan a major cycling festival with confidence.
6 7
Participants enjoy the Women on Wheels day at Kirroughtree 7stanes
The old and new together
Proud medal winners at the Dalbeattie Family Fun Day
As the previous section recorded, the OBF was developed to complement and coincide with the World Mountain Bike Conference on Sustainability (WMBCS).
The Planning for the Original Bicycle Festival
It was agreed that the Council, through the Events Strategy Officer, would take forward the planning of the Festival.
A scoping report was prepared by the Events Strategy Officer and a planning group, which was quickly to become an active and committed group, formed.
The Planning Group comprised representatives from the following organisations;
• ScottishCycling
• ForestryCommissionScotland
• DumfriesCyclingClub
• D&GMountainBikeBusinessNetwork
• DumfriesandGallowayCouncil:Leisure and Sport Service, Cultural Services and Economic Development
• SteppingStanes
• BikingHeaven
And volunteers.
At the first meeting the Planning Group came up with the name of the Original Bicycle Festival after a brainstorming session and agreed to the Festival Aim and Objectives;
Aim: To maximise the economic impact of the World Mountain Bike Conference on Sustainability (WMBCS) by encouraging visiting delegates to extend their stay in Dumfries and the South of Scotland, and to promote the South of Scotland as a world class cycling destination.
Objectives
• Topromotecyclingforsport,leisure and commuting to the South of Scotland population
• Toencourageawarm,hospitable and knowledgeable welcome for Conference delegates
• Tocontributetothedeliveryofthe Dumfries Events Strategy
• ToactasashowcaseforDG One, Drumlanrig, the Dock Park, Easterbrook Hall, Dumfries town centre and the 7stanes
• TopromotethelegacyofKirkpatrick Macmillan
• Topromoteandmarketthelegacy left from the WMBCS
• Topromotethe7stanesGlobalSuperstar status
There are a few key points to bring to the fore regarding the planning of the Original Bicycle Festival.
• Thatamarketingagencybeemployed to promote the Festival and cycling in Dumfries and Galloway, and that up to 40% of the Festival budget to be employed for this purpose.
• ThattheFestivalshoulddevelop a strong emphasis on volunteer recruitment to develop its capacity and that a strong legacy for cycling development should be left in place after the OBF.
The decision to develop the Festival via events lead officers, being assisted by the Project Officer and the marketing agency (Rare Management) did appear to encourage creativity, ownership and clear communication.
As this report will outline the strong basis for planning and managing the Original Bicycle Festival did lead to the successful delivery of the festival and a number of important legacies.
From the outset, there was a strong rationale to plan and deliver a major cycling festival to promote Dumfries and Galloway in May 2009. The strategy therefore, was that together - if the Original Bicycle Festival was of sufficient quality, these two nationally significant events would promote Dumfries and Galloway as one of the best locations in the world in which to cycle.
It didn’t work out this way, as the WMBCS was postponed, in late March 2009, due to the low level of conference registrations. It is to be hoped that when the Conference does take place in Dumfries that it attracts the high number of delegates its Draft Programme merits. Other sections of this report will outline that the press the OBF generated was substantial in its own right, and the impact the late postponement of the World Conference had on the Festival.
As discussed elsewhere within this report, the major impact the 7stanes, new cycling events and the Tour of Britain has had on the region led to the conclusion that Dumfries and Galloway was capable of developing and delivering a major cycling festival to complement the World Conference. The perception that Kirkpatrick Macmillan, the inventor of the pedal bicycle in 1839, was under-promoted within Scotland and where cycles are used was a further catalyst for action.
These points, principally are;
• Thateventswithinthefestivalwould require their own dedicated Lead Officer/Project Manager, so that in this way the festival could develop as a series of inter-related, well managed events, covering roughly the area of Dumfries and Galloway within which are the 7stanes.
• ThattheCouncil’sEconomicDevelopment Project Management system was the main management tool employed for the festival, and the formal way in which all the agencies involved ‘signed up’ to the project. VisitScotland and Buccleuch Estates (Drumlanrig Castle) for example, officially signed up as project partners without being active in the Festival planning.
• ThattheFestivalbudgetwas employed to fund the individual events within the Festival, and that the early award of substantial funding of funding from the Council and the Dumfries and Galloway LEADER Programme created confidence and momentum for the OBF.
8 9
Rob Hayles, Graeme Obree and Ed Clancy at the Dumfries Criterium
The OBF Planning Group May 2009
During the preparation of this report, all concerned with the festival were deeply saddened to learn of the death of John Taylor, of Dumfries and Galloway Cycling Touring Club and the festival planning group. John is pictured second from the right in his CTC maroon sweatshirt.
The Kirkpatrick Macmillan Play
COLIN WILLIAMSONFORESTRYCOMMISSIONSCOTLAND
As the local inventor of the world’s first pedal cycle in 1839, blacksmith Kirkpatrick Macmillan was the obvious inspiration for both the theme and content of the Original Bicycle Festival. However, rather than celebrate his historic contribution to cycling within the Festival with a biography or exhibition, the Festival Planning Group agreed his story needed to “come to life” and be told to in a way that local residents and visitors would enjoy and be entertained by. A short play became the obvious solution.
With the help of Dumfries and Galloway Arts Association, several suitable playwrights were identified from the south of Scotland and invited to tender for the commission. From this, Jules Horne from Kelso was selected to write the play, “The Devil on Wheels” and Kate Nelson engaged to direct it. Their proposal was selected not only because it was an accessible and witty monologue that tells Macmillan’s story but also because it captured his sporting passion and spirit of adventure.
Over the course of the Festival, a young graduate of the Royal Scottish Academy of Music and Drama, Fraser Boyle, performed this 25 minute monologue to audiences at 19 venues (both indoor and outdoor) in Dumfries and Galloway. This ranged from Penpont Primary School (near the blacksmith’s birthplace) to
DG One Regional Leisure Complex, Drumlanrig Castle and the village of Shawhead - which hosts The Kirkpatrick Macmillan Rally every year for hundreds of cyclists from all over Britain.
The play achieved everything the Planning Group hoped. It acted as thread to Macmillan’s life throughout the Festival, reinforced the historic credentials of a local inventor and may even have set an excellent young actor on the road to success.
Event organised by Forestry Commission Scotland
OBF funding £5,500
Other funding Nil
Numbers participating n/a
Numbers spectating Estimated at around 950 over the 19 venues
Was this an existing event or new for the OBF?
New Event
Will the event run again next year? Script is available for schools, theatre groups and for potential radio play
Quote
“Just a quick message to let you know that the Kirkpatrick Macmillan presentation was really good on Friday - we all enjoyed it. The young actor was really good and got the kids attention right away, we had lots of questions at the end. Thanks for giving us the chance to see it.”Liz Jeffrey, Teacher, Lochside Primary School
10 11
Fraser Boyle plays the role of Kirkpatrick Macmillan
Avalanche Enduro UK
COLIN WILLIAMSONFORESTRYCOMMISSIONSCOTLAND
BETTYHOWARDHARDROCK CHALLENGE COMMITTEE
Dalbeattie Junior MountainBike Day
Event organised by Forestry Commission Scotland
OBF funding £2,041
Other funding £10,000 from Forestry Commission Scotland
Numbers participating 150
Numbers spectating Estimated at around 40-50
Was this an existing event or new for the OBF?
New Event
Will the event run again next year? Under negotiation with Event Company
Quote
“Ae was yet another fantastic event by the Avalanche crew, the format of the events is fantastic and the organisation is top notch, I can honestly say that in my 13 years or so of racing bikes the last 2 events I have done at Kielder and now Ae are hands down the best races I have taken part in.”Descent World Online Magazine
Event organised by Dalbeattie Hardrock Challenge Committee OBF Funding
OBF funding £1,300
Other funding None
Numbers participating 76 racing, 32 skills training, 23 Bike Safety
Numbers spectating 400
Was this an existing event or new for the OBF?
New Event
Will the event run again next year? No
Quote
“Just to say thank you for another very well organised event on Sunday, Owen really enjoyed his bike ride, and we got a sunny day too, fantastic. Roll on Hardrock. Well done to you and your helpers.”Angela McDonald
The Festival organisers were keen to include events at as many of the 7stanes locations in Dumfries and Galloway as possible, one of which is Dalbeattie. Since 2004, Dalbeattie has hosted a running and mountain biking duathlon, The Dalbeattie Hardrock Challenge, which has grown steadily and is widely recognised as a successful and well organised event. So, the Festival asked the Hardrock Challenge Committee to run a Mountain Bike Fun Day for Juniors as part of the Festival.
A packed day included :
• mountainbikeracesinagegroups with separate races for boys and girls mountain bike skills sessions with qualified trail leaders
• bikeawaresafetychecksessionswith qualified bike mechanic
• displaysby‘TheClan’,Scotland’sBike Stunt Team
• Livecommentaryby‘Mac the Voice’
• FacePainting
• StorytellingbyRSPBstaff
Every race competitor who completed the course received a souvenir medal bearing the OBF logo, with Gold, Silver and Bronze medals for 1st, 2nd and 3rd places. All participants received a 7stanes ‘goody’ bag as well.
Tobi, the mascot of the Tour of Britain, made a surprise visit and the small children were quite taken with him (some adults too!).The weather was kind which helped to make it a successful and enjoyable day.
12 13
Danny MacAskill wows the crowd at Dalbeattie
Within any Festival, having an international flavour is always important. In the case of the Original Bicycle Festival, this dimension was incorporated courtesy of Forestry Commission Scotland (FCS) and the attraction of an Avalanche Enduro mountain biking competition to 7stanes Ae.
Run by specialist French event organisers, Union Confederale de Coordination (UCC), an Avalanche Enduro was run in Dumfries and Galloway for the first time ever during the Festival.
Run over two days, the event format involves riders racing across 7 special stages around Ae Forest with the winner accumulating the lowest aggregated time. The riders have the opportunity to try out the course on day one and, like F1 motor racing, have a test lap or “prologue” to determine the running order of the riders on day two. With gents, ladies and junior categories within the event there was a wide range of entries with riders travelling from Italy, France and Ireland as well as other parts of the UK to take part.
As the first ever race of its kind in the region, there were a lot of lessons learned in terms of running an international event but, from informal rider reactions and feedback, it was deemed a real success and the format suited a location like 7stanes Ae.
Negotiations are underway to attract the event back to the region in 2010 with, hopefully, an even bigger turnout of riders from around Europe.
Downhill all the way at Ae
The Cycling Film Festival
Dumfries hosted its first ever Cycling Film Festival over the middle weekend of the Original Bicycle Festival.
The four day festival which ran from Thursday 14 May to Sunday 17 May took place at the Robert Burns Centre Film Theatre and DG One Regional Leisure Complex and brought the wonder of the bicycle onto the big screen over this weekend.
All aspects of bikes and biking were covered by the festival, including feature films, film shorts, documentaries, mountain bike films, animation workshops and nearly all of the screenings were introduced by special guest speakers.
14
Event organised by Dumfries&GallowayCouncil
OBF funding £3,030
Other funding n/a
Ticket sales 270
Numbers spectating n/a
Was this an existing event or new for the OBF?
New
Will the event run again next year? No
Quote
I attended the above film (not knowing any background or, ashamed to say, Graeme Obree). It was the best film I have seen in a long time, very emotional and exciting. Graeme Obree is such an inspirational character and was a pleasure to meet. JaneYoung,
15
ALICE STILGOEFILMOFFICER,DUMFRIES&GALLOWAYCOUNCIL
ScottishstuntcyclistandYouTubestar Danny MacAskill, whose film of incredible stunts has received over eightmillionviewsonYouTube,launched the film festival in his own inimitable style in Dumfries town centre.
Danny wowed audiences again later in the day when the film ‘Home’ showed at the Robert Burns Centre Film Theatre, which features Danny doing even more crazy tricks as well as some of the best mountain bike riders in Scotland. The director Mark Huskisson and four of the cyclists that featured in the film took part
in a question and answer session after the screening, then Danny gave another impromptu demo of his fantastic bike skills outside the Robert Burns Centre in the car-park.
Another festival highlight was Scottish cyclist Graeme Obree’s introduction to ‘The Flying Scotsman’. Obree took the cycling world by storm and rewrote the record books in the 1990s. He was twice World Hour Record holder and twice World Pursuit Champion - setting two new World Pursuit Records along the way. Graeme is famous for his innovative approach to bike design, equipment and training techniques. His life has been dramatised in the film, ‘The Flying Scotsman’ which was screened together with a documentary about Obree’s life.
Other events included a double bill screening of ‘Roam’ and ‘Seasons’ - two exciting films about mountain biking, an animation workshop for 8 to 12 year olds, as well as the classic Italian neorealist film ‘Bicycle Thieves’, directed by Vittorio De Sica in 1948, which still features on lists of the best films ever made.
The film programme was stimulating and well received by visitors. Overall attendance figures were disappointing however, attributed in part to the cancellation of the World Mountain Bike Conference on Sustainability.
Film Officer Alice Stilgoe (right) promotes the Original Bicycle Festival
A scene from The Flying Scotsman. Graeme Obree visited the festival on numerous occasions and was a superb ambassador for it
The Festival Café
CHRIS TOPPINGDGCLEISURE&SPORTSERVICE
they would welcome a return to Dumfries to be part of future events due to the ethos behind the Festival Café and the generous hospitality shown.
To complement the events there was significant effort put into transforming Café DG into a continental themed eatery offering a continental menu created especially for the event.
While enjoying an espresso and a croissant, patrons could admire the cycling photography exhibition while continental music was played discretely in the background. After the café experience, a caricature artist was available to draw festival goers.
The event was staffed through a combination of Leisure and Sport operational staff and volunteers. The volunteers from an event organiser’s perspective contributed
massively to the successful running of the programme
and their commitment and passion for the OBF/Festival Café should not be underestimated in any evaluation.
16
Mark Beaumont proved very popular at the Festival Café
Author and journalist Richard Moore talked eloquently about the amazing life and career
of Robert Millar (pictured inset)
Event organised by Dumfries and Galloway Council’s Leisure&SportServiceOriginalBicycle Festival Funding
OBF funding £3,301
Other funding n/a
Numbers participating Over 100 competition entries
Numbers spectating 120 tickets sold
Was this an existing event or new for the OBF?
New Event
Will the event run again next year? No, however the Festival Café evidenced a community demand for increased niche type events and DG One hopes to attract and develop a new comedy programme in the near future as part of the annual events and entertainment calendar
One of the key strengths of the Festival Café was the strong partnerships developed to deliver the event:
• Waterstone’sBookStore–The official book store of the OBF. Waterstone’s provided a book signed by Chris Hoy as a competition prize and ran a book stall at various events
• LoreburnCameraClub(Dumfries) - provided a bicycle-themed photography exhibition free of charge
• TourofBritain-theTourprovided two VIP tickets for the finish at Gretna Green in September 2009 for one lucky competition winner
• PartnershipsbetweenCouncilServices, including the Film Officer
• Localandnationalcyclegroups/clubs ran stalls at the Festival Café
The Festival Café was a success in terms of the quality and diversity of the programme offered, however it did require significant officer support time to coordinate and organise the programme and without the OBF operating budget which was made available to support marketing activities and secure the various acts/performers, the event would have operated at a slight loss overall. However, through the Marketing and Events Officer at DG One, work is already underway to develop an increased comedy programme at DG One due to the interest shown in the comedy evening attached to the Festival Café.
17
Graham Jones and Graeme Obree, two genuine heroes to British cycling fans’ at the “Inside the Tour de France” discussion evening
The Festival introduced comedy nights to DG OneDG One Leisure Complex hosted the Festival Café as part of the Original Bike Festival (OBF) over the weekend of the 15-17 May 2009. The Festival Café was the hub for the middle weekend of the OBF targeting cyclists participating in events and the general public of Dumfries and Galloway.
The Festival Café offered a diverse range of events including music, comedy, film, author talks and a play. The Festival Cafe provided the DG One customers with an opportunity to try new cultural events (e.g. comedy, cycling related author talks and films) in new performance locations within the facility (e.g. Bar DG). Bar DG was found to be an excellent venue for music and comedy and future events will be delivered in this location.
To promote the event and encourage ticket sales a specially produced event programme was created and circulated region-wide. This programme was backed up by a robust marketing strategy organised through the OBF planning group.
Ticket sales were good for key events and speakers including the Mark Beaumont author talk, the Friday evening “Inside the Tour De France” talk and the Comedy night. The interest in these specific events demonstrates that there may be an appetite in Dumfries for these type of individual themed/niche’ events which is encouraging.
Ticket sales for the other events were unfortunately disappointing, including the band on the Saturday evening and the children’s author talks. However, all acts stated that
Women on Wheels
CLAIR SCAIFETHE BREAKPAD AT KIRROUGHTREE 7STANES
62 participants took part in the Women On Wheels Event at Kirroughtree, 7stanes.
Organised by the 2 girls who run the Breakpad bike shop at Kirroughtree, the event was for women and girls of all ages, abilities, and cycling genres tocome along to be inspired, learn and most importantly have fun on bikes!
There were 3 themes to the day :
• TheSaddletradestandsfeaturing women’s bikes, demos, clothing and products
• TheCogstalksbyinspirationalwomen and role models in cycling, Including local 73 year old Granny Mave who successfully completed a 7 100km Big Bike Ride across Canada
• TheWheelsthebikingitself:guided rides and coaching sessions for novice to expert cyclists, both on and off road.
As event organisers and small business owners we worked hard making this event a success. Our aim was for women to have fun on bikes. We felt we achieved this, it was a great success and perhaps we will do something like this again in the future.
Event organised by The Breakpad
OBF funding £4,287
Other funding n/a
Numbers participating 62 participants
Numbers spectating 50 spectators
Was this an existing event or new for the OBF?
New event
Will the event run again next year? Strong possibility
Quote
“Thank you for an amazing event yesterday. I came down from Edinburgh and it was worth the miles. I had a guided session with Colin Riley who was really excellent. Got some very useful tips and a real confidence boost. A big thumbs up”.Kelly, Edinburgh
19
Getting ready for the trails
CTC Discovery Rides
The Dumfries and Galloway Members Group of the CTC organises an ongoing programme of easy Discovery Rides and typical Sunday club rides, so the group was able to work with the OBF organisers to fit these into the OBF programme. This was intended to provide rides more suited to the general public including occasional cyclists and families than many of the other events.
The local CTC Group is also involved with the organisation of the Kirkpatrick Macmillan Cycle Rally which was established some years ago to recognise the contribution made to the development of the bicycle here in Dumfries and Galloway. The Rally is normally held at the end of May and so was easily included in the Festival programme.
The CTC contribution to the overall OBF programme included:
• 4short,easyDiscoveryRides
• 3shorteveningridesexploringDumfries
• 2longerroadrides
• guidingridesattheWomenOnWheels event
• theKMRallyofferingahugechoice of routes and distances
• 3stafffromCTCNationalOfficerunning a stand in the foyer of the DG One Leisure Centre
There were too many CTC events to cover individually in a short report. One of the highlights was a Discovery Ride from Barnsoul Farm Holiday Park, site of the KM Rally, visiting a number of Spring Fling Open Studios along the way.
PHIL HOWARDCYCLINGTOURINGCLUB
The Spring Fling organisers are delighted with this concept and intend to feature the ride in the Spring Fling brochure next year.
It is unfortunate that these rides, which could actually make a difference for the general public, not just existing keen cyclists, became rather lost in the OBF publicity. The main printed programme had just a single entry
Event organised by CTC Dumfries and Galloway Member Group
OBF funding £900
Other funding CTC National Office staff time and expenses
Numbers participating 50 Guided Rides, 80 KM Rally
Numbers spectating Participation only
Was this an existing event or new for the OBF?
Mainly existing events scheduled for the Original Bicycle Festival
Will the event run again next year? Yes,ongoingprogramme
for all CTC events and a potential rider had to look on the OBF and/or CTC web sites to find full details, which must have deterred many.
However, the Festival still generated a modest increase in participation for the Discovery Rides. Let’s hope that these riders continue to enjoy the many benefits of regular cycling.
18
At the end of the KM Rally
The Burns Solway Coastal Sportive Challenge
DAVE NIBLOCKDUMFRIESCYCLINGCLUB
Improvements for future events:
• Dedicatedwebsite,on-lineentries would be an advantage
• Finishingtimestobepostedonweb site following event
• Possiblyaddalonger100mileoption
• Selectadatethatdoesnotclashwith other similar events
Event organised by Dumfries Cycling Club
OBF funding £700
Other funding None
Numbers participating 80 long route, 35 short route
Numbers spectating Not known
Was this an existing event or new for the OBF?
New Event
Will the event run again next year? Yes
Quote
“It was great to see so many people out on bikes enjoying the wonderful roads and scenery Dumfries & Galloway has to offer.”Alastair Johnson
This cycling event was organised as part of the Original Bike Festival, designed to compliment the other events in the area. It was held on May 17th, based at the Rugby Club, New Abbey Road, Dumfries.
This Sportive differed from others in that it was at a lower cost to enter, and at 115km a bit shorter than the majority of Sportives, being targeted towards serious cyclists but also newcomers to this form of cycling. A shorter course of 30km was set with families with youngsters specifically in mind.
Part of the appeal of this event for the organisers was the diverse range of participants across the social, sporting and age spectrum. Feedback from participants was that the event was well received and enjoyed by participants. The shorter course was perhaps slightly too challenging for the youngest riders, but they all finished and felt a strong sense of achievement for so doing.
Half of the money raised was donated to the Army Benevolent Fund, the remainder being retained by the organising Cycling Club to be used for future events.
The long route was 115km from Dumfries/New Abbey to Dalbeattie, Dundrennan, Kirkcudbright, Gelston, Dalbeattie, Haugh of Urr and back to Dumfries. The entry fee was £15.
The short route was 30km from Dumfries to New Abbey, Beeswing, Lochfoot and back to Dumfries. The entry fee was £5.
20
Beattock Open Time Trial
ALASTAIR JOHNSONDUMFRIESCYCLINGCLUB
A number of competitors made positive comments on the course and the Event Organiser, Gordon Johnston, was asked if the course could be used for the Scottish Veterans championship.
Dumfries Cycling Club members attended to all other race related duties such as recording times, marshalling the turns.
Event organised by Dumfries Cycling Club
OBF funding £600
Other funding None
Numbers participating 46
Numbers spectating Not known
Was this an existing event or new for the OBF?
New Event
Will the event run again next year? To be decided
21
Four Original Bicycle Festival volunteers did a great job of marshalling the car parks and serving up tea, rolls and cakes to the rather tired and damp competitors at the end of the event.
The time trial was held over a new 25 mile course running from Beattock to Lockerbie and back along the B7076, locally known as the M74 service road. It is a very simple route with only one junction to deal with, a roundabout on the outskirts of Lockerbie on a wide and relatively quiet road in the rolling countryside of Upper Annandale.
The location was considered as very convenient, not only for locals but for participants coming central Scotland and the north of England.
The Event Headquarters was the village hall in Beattock, where basic changing and toilet facilities were available. This was where the post race snacks and tea were available and the prize giving took place.
Graeme Obree, the “Flying Scotsman” was at the event and gave prizes out to the various winners, which helped make it a day to remember for all who met him.
Prior to the event, Scottish Cycling officials were required to confirm accurate course measurement and to oversee timekeeping during the event, which they duly did.
Early indications from a Dumfries Cycling Club time trial in 2008 were that this is a fast course and likely to be attractive to competitors, and this was borne out on the day with a winning time of 56’16”, despite wet conditions and a strong headwind to the turn at Lockerbie.
Photo finish?!
The Castle Douglas & Dumfries Criteriums
The Castle Douglas Criterium took place on Saturday 23rd May 2009 and the Dumfries Criterium took place on Sunday 24th May.
The events were held on closed roads and had the full backing ofDumfries and Galloway Council, the local police and the roads department. There was a full programme of events for all cycling categories from youths to Elite riders and a prize fund to match.
The Castle Douglas Criterium took place at the end of Food Town day. The town enjoyed a fantastic evening of cycling with all the action happening at Market Hill. The racing started at 5.30pm with the elite men’s race starting at 8.10pm. Ed Clancy won the Castle Douglas round of the Scottish Power Renewables Criterium. The event was supported by other attractions including a BBQ and a beer tent.
The spectators enjoyed a superb afternoon of cycling and entertainment at the Dumfries round of the Scottish Power Renewables Criterium. Theracing started at 2.30pm at the Midsteeple with the elite men’s race starting at 5.10pm. Rob Hayles won the Dumfries Criterium. The ClanDisplayTeamwithYouTubestar Danny MacAskill wowed the crowds at the event.
The elite field for the event consisted of:
James McCallum (Endura) - Commonwealth Games Bronze medalist, past National Criterium Champion
Rob Hayles (Halfords Bike Hut) - Current National Road Race Champion and Olympic finalist
Ed Clancy (Halfords Bike Hut) - Olympic Gold Medalist at Beijing
ALISON LUNNSCOTTISHCYCLING
Event organised by Scottish Cycling
OBF funding £8,500
Other funding Substantial Scottish Cycling contributions
Numbers participating 85
Numbers spectating 700 (both events together)
Was this an existing event or new for the OBF?
New
Will the event run again next year? Yes
Sid Barras (Chapters) - Ex Pro rider with over 300 wins to his credit
Gordon Murdoch (Endura) - Super6 Road Series Champion
Ross Creber (Plowman Craven)- Member of successful Family adventure programme on TV
Gareth Montgomery (SigmaSport) - Local rider switched from Mountain Biking to Road and aiming for Commonwealth Games place in Delhi
22
The Stepping Stanes Family Fun Day
Syrovy at Stepping Stanes Day, Heathhall
The Original Bicycle Festival part funded the new Stepping Stanes cycling jerseys
23
The Castle Douglas criterium
The OBF funding helped to provide race and leisure jerseys to raise the profile of Stepping Stanes and also provided over 4,000 high quality leaflets that were distributed to young people in schools.
Legacy from OBF includes an increased awareness and publicity for Stepping Stanes, an increase in membership, and increased awareness of the potential of exciting developments within Heathhall forest as a cycling venue, accessible by young people and adults through a network of cycle paths in Dumfries.
Over 50 young people and 40 adults took part in the Stepping Stanes Family Festival event that had an energetic and busy programme during the middle Saturday of the Original Bicycle Festival. There were five coaching areas catering for all abilities, races for all ages and comedy street theatre from Syrovy. World record holder Graeme Obree started the races, presented the prizes and motivated young people with tales from his world beating performances.
The event was well supported by Grierson and Graham Cycle Centre who generously provided bicycle maintenance and technical support, and the Ae Deli bus provided opportunities to buy healthy snacks to fuel the riders.
However, the fun day was about more than the event on 16th May. It was a platform to promote SteppingStanesYouthCycleDevelopment Club, run entirely by volunteers and set up to enable young people in Dumfries and Galloway to make the most of the world class cycling facilities on their doorstep.
Stepping Stanes, supported by Scottish Cycling, delivered cycle coaching in schools before the event, publicised the festival through our links with Council active schools coordinators and have provided a follow on coaching programme for young people to continue their involvement in cycling since the 16th May.
STEVE McCREADIESTEPPING STANES
The Economic Impact of the Festival
24 25
Origin of OBF participants
Dumfries & Galloway
Elsewhere in Scotland
Elsewhere in the UK
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
Dumfries and Galloway Council and Forestry Commission Scotland commissioned Cogentsi to undertake an economic impact study into the Original Bicycle Festival.
Cogentsi studied visitor numbers and conducted primary research at four of the main OBF events: The Ae Avalanche, Women on Wheels, Drumlanrig Castle events and the Dumfries Criterium. They also studied a mass of data provided by the Council. A full, separate Economic Impact Report into the Festival was produced by Cogentsi and is available upon request.
The economic benefits of the Festival come from two sources - spending by the Planning Group and individual event organisers, and spending by participants and spectators attending Festival events.
The Original Bicycle Festival cost a total of £110,000 to stage and generated additional spending of £173,000 in the Dumfries and Galloway and Scottish economy. However, this additional direct spending and associated economic benefits continue to flow through the economy as businesses make their own purchases to meet the demands of the Festival purchasers.
Most of the economic benefit from the Festival flowed through providers of business services and advertisers (including printers, event organisers etc), and providers of recreational services (such as bike shops), and some accommodation and catering companies. The economic impact was based upon the research that showed that the Festival generated an additional 880 bednights from visitors to Dumfries and Galloway.
The Festival’s key events helped to attract a younger visitor to the region, with most participants in the 25 to 34 age group and a majority of spectators in the 25 to 44 year old category. More than three quarters of participants to the key events were from outwith Dumfries and Galloway, with individuals being attracted from the Central Belt of Scotland and the north west of England as well as further afield. Almost 60 per cent of individuals at the core events stayed at least one night in the region. Those who attended the Festival are very positive about practically all aspects of the event, with 95 per cent very satisfied or quite satisfied with the Festival.
The Festival worked extremely well as a media and PR promotion of Dumfries and Galloway’s cycling offer and heritage. There was superb coverage of the OBF on Radio Scotland and in the quality press and blanket coverage locally. A highlight was the feature on cycling in Dumfries and Galloway, inspired by the Festival, on the BBC One Show in May. The total value of the media coverage developed for the region by the OBF is calculated as being £311,000.
As well as the immediate economic benefits detailed above, the festival did create additional benefits. Volunteers and event organisers have been able to strengthen their event organisation skills, to apply to other events in the future. In addition, the festival is providing a valuable ‘shop window’ for the area. More than 60 per cent of participants at the key events and 40 per cent of respondents had come to Dumfries and Galloway specifically for the events within the OBF Programme. Almost one in five (17 per cent) had never visited the region before and more than half of respondents from outwith the region said they would like to return to explore the area further. Coupled with the media coverage of the event, the Festival will help to attract additional visitors to the region in the future.
Dumfries & Galloway
Elsewhere in Scotland
Elsewhere in the UK
0% 10% 20% 30% 40% 50% 60%
Origin of OBF spectators
This UK map illustrates where the 210 respondents for the OBF Visitor Survey came from
Where Festival visitors came from
The Marketing Campaign
26 27
time creating a focus on Kirkpatrick Macmillan and his place in the history of biking.
All marketing was aimed at creating both an interest in and awareness of Dumfries and Galloway and the Festival events.
The target markets were:
Cycling enthusiasts within 2-3 hours drive: reached via;• Advertisinginspecialist
publications
The Original Bicycle FestivalMarketing Report
• PRinspecialistpublications• Leafletdistribution• Websiteandlinks
Local population: reached via;• Advertisinginlocalpublications• PRinalllocalmedia• Leafletdistribution• Websiteandlinks
Mass market in Scotland: reached via;• InsertinSundayHerald• PR• Websiteandlinks
1.2 The OBF Character Kirkpatrick Macmillan
Locations: Press launch, photocalls and Festival events, subject to availability.
Format: Character actor in period costume with original bicycle
Highlighting the historical relevance of the area and the “heart” of the Festival, Kirkpatrick’s presence at core OBF events acted as a coordinating theme and provide a focal point for spectator/participant interaction as well as providing ample photo opportunities.
Tony Dymott was excellent as Kirkpatrick, especially as he has one of the working examples of an Original Bicycle.
1.3 The OBF Endorsement Mark Beaumont
Appearances: Press launch, photocall and talk at Festival Café
Endorsement: Communication material, press releases and website
Record–breakinground-the-world cyclist Mark Beaumont became the OBF Ambassador and his endorsement was used in all communication material and on the website.
Kirkpatrick Macmillan Kirkpatrick in 2009 with Mark Beaumont and Original Bicycle
Introduction
Rare Management, a marketing and events agency based in Leith, were commissioned by Dumfries and Galloway Council to prepare and deliver a £45,000 marketing and PR campaign for the Original Bicycle Festival.
The Festival concept was of friendliness and accessibility, highlighting the area’s vast resource of cycling (road and mountain bike) and at the same
1. The Original Bicycle Festival Identity
There were three main elements to the Festival identity:
• Logo–asimple,stronggraphicto be used in all Festival communications. Also used as a supporting reference in all material produced by individual organisers
• Image–abackgroundimagetobe used as the theme/backdrop for all OBF communication material. Representing the attractivenessofDumfries&Galloway as a location and the inclusiveness of the Festival
• Taglines–Aphrasethatpersonalises the festival, “Cycling’s Coming Home” (Tie-in with Homecoming Scotland and Kirkpatrick historical perspective)
These three elements were supplied to all OBF organisers, who were encouraged to include the logo in all of their own material, websites etc.
The logo and image were widelyused to generate increasing levelsof awareness and recognition in the build-up to the Festival.
Festival poster
Festival logo
The pull-out Original Bicycle Festival leaflet
2. Communication material - event organisers
Distribution: All OBF event organisers
Format: OBF information pack and individual event data request form
3. Communication material - public
Distribution: See table below
Quantity: 100,000
The leaflet was a key part of the marketing campaign, presenting all
of the events on a colourful map of Dumfries and Galloway on one side with essential information about all of the events in the OBF programme, supplied by individual event organisers on the reverse.
Two versions were produced:
• Apocketsizedfoldoutleaflet,available in a wide range of locations
• AnA4sizedfold-outleafletthat was inserted in the Sunday Herald
14
17
18
191
2
9
4 6 812 13
GLENTROOL
7stanes
KIRROUGHTREE7stanes
DALBEATTIE
MABIE
7stanes
AE7stanes
BIKEHIRE
BIKEHIRE
BIKEHIRE
BIKEHIRE
BIKEHIRE
7stanes
15
15
3 4
5 7
BIKEHIRE
BIKEHIRE
111016 20
SATURDAY 02 MAY 09DRUMLANRIG TEARFUND CHALLENGE Drumlanrig Castle, Thornhill, DG3 4AG Mass Participation
FRIDAY 08 TO SUNDAY 10 MAY 09AVALANCHE ENDURO UK 7stanes Ae, DG1 1QB Competition
SUNDAY 10 MAY 09DALBEATTIE JUNIOR MOUNTAIN BIKE FUN DAY 7stanes, Dalbeattie Forest, DG5 4DP Youth U–16
SUNDAY 10 TO MONDAY 25 MAY 09CTC GUIDED DISCOVERY RIDESDalbeattie Coach Park or Dock Park, Dumfries, DG1 2RYAlso 16, 18, 19, 20, 21, 22, 23, 24 and 25 May 09
TUESDAY 12 TO FRIDAY 15 MAY 09 WORLD MOUNTAIN BIKE CONFERENCEEasterbrook Hall, Crichton, Dumfries, DG1 4TA Cultural Event
1
2
3
4
5
TUESDAY 12 MAY 09 OOT TAE CARRICK 200 AUDAXStart Dumfries Mass Participation
TUESDAY 12 MAY 09 KIRKPATRICK MACMILLAN PLAY - PREMIEREEasterbrook Hall, Crichton, Dumfries, DG1 4TA Cultural Event
THURSDAY 14 MAY TO SUNDAY 17 MAY 09CYCLING FILM FESTIVALRobert Burns Film Theatre and various venues, DG2 7BE Cultural Event
FRIDAY 15 TO SUNDAY 24 MAY 09DRUMLANRIG CASTLE EVENTSDrumlanrig Castle, Thornhill, DG3 4AG
FRIDAY 15 TO SUNDAY 17 MAY 09 ORIGINAL BICYCLE FESTIVAL CAFE DG One Leisure Complex, DG1 2HT Cultural Event
7
8
9
10
6 FRIDAY 15 MAY 09INSIDE THE TOUR DE FRANCE DG One Leisure Complex, DG1 2HT Cultural Event
FRIDAY 15 MAY 09CONFERENCE GIG So Below Café, Castle Street, Dumfries Cultural Event
SATURDAY 16 MAY 09STEPPINGSTANES MINI FESTIVAL Heathhall, Dumfries Youth U-16, Social/Fun
SUNDAY 17 MAY 09 WOMEN ON WHEELS 7stanes Kirroughtree, DG8 7BE Mass Participation, Fair/Festival
SUNDAY 17 MAY 09 BURNS’ SOLWAY COASTAL CHALLENGE SPORTIVE Based at Dumfries Rugby Club, DG2 7LU
12
13
14
15
11 THURSDAY 21 TO MONDAY 25 MAY 09CTC KIRKPATRICK MACMILLAN RALLYShawhead nr Dumfries, DG2 9SQ Social/Fun Mass Participation
SATURDAY 23 MAY 09 CASTLE DOUGLAS CRITERIUM Castle Douglas Competition
SATURDAY 23 MAY 09CLARTEN OWWER CALDBECKStart Longtown, Cumbria Competition
SATURDAY 23 MAY 09BEATTOCK OPEN TIME TRIAL Beattock Village Hall, Nr Moffat Road Competition
SUNDAY 24 MAY 09DUMFRIES CRITERIUM Dumfries Town Centre Competition
18
19
20
17
16
Mass Participation Family-friendly / Youth U-16
ROADMOUNTAIN BIKE MIXED
These are the principal events taking place duringthe Original Bicycle Festival, Scotland’s Homecoming cycling celebration.
More events are planned, so check the websitewww.originalbicyclefestival.co.uk or see local press for the latest listing.
The Festival Planning Group and all involved withthe Original Bicycle Festival would like to invite youto join in our Homecoming Cycling Celebration.
BIKEHIRE
Bike hire locations inDumfries and Galloway
7stanesMountain Biketrail centre
THE ORIGINAL BICYCLE FESTIVAL PROGRAMME
First CTC guided ride,which culminates in
Kirkpatrick Macmillan Rally
AE | Ae Bike Shop and Café, DG1 1QB, 01387 860 541 CASTLE DOUGLAS | Castle Douglas Cycle Centre, DG7 1EA, 01556 504 542DALBEATTIE | MPG Cycles, DG5 4DP, 01556 610 659DRUMLANRIG | Rik's Bike Shed, DG3 4AG, 01848 330 080DUMFRIES | G&G Cycle Centre, DG1 1BY, 01387 259 483KIRROUGHTREE | The Breakpad, DG8 7BE, 01671 401 303 MABIE | The Shed, DG2 8HB, 01387 270 275
BIKEHIRE
BIKE HIRE
IN 1839 KIRKPATRICK MACMILLAN invented the pedal drivenbicycle in Keir near Dumfries. When he then cycled fromDumfries to Glasgow he caused a bit of a stir – in fact he ended up in jail after bumping into a careless pedestrian.
IN 2008 MARK BEAUMONT completed his epic, world record circumnavigation of the globe by bike in 195 days. He averaged 100 miles a day on a state of the art machine.
They are the spirit and inspiration for the Original Bicycle Festival, a celebration of cycling in all its forms, with
something for everyone.
In May, in Dumfries & Galloway, cycling is most definitely coming home.
Here in Dumfries and Gallowaywe’re blessed with some of the bestcycling country in the world – fromaward winning mountain bike trails,to low-traffic, swooping roads as used in the Tour of Britain and great touringopportunities with coast,river valleys andchallenging hills all in one compact, accessible region.
So, we think it’s time to celebrate all that’s good about cycling, in one of the homes of the modern bicycle.
THE ORIGINAL BICYCLE FESTIVAL Naturally Inspiring Cycling for Everyone
“Cycling is a fantastic activity for everyone.
At the speed of a bike you cansee great sights and meetwonderful people, all thanksto the vision of innovatorslike Kirkpatrick. You can evencycle around the world!
The Original Bicycle Festivalis all about the joy of gettingon a bike and celebrating the legacy of Kirkpatrick inwonderful cycling country.
I hope you’ll join us.”
MARK BEAUMONT
DID YOU KNOW thatDrumlanrig Castlehas a small bicyclemuseum? Close tothe birthplace andhome of KirkpatrickMacmillan, it will beopen during theOriginal BicycleFestival.
Photo: AB Images Scotland
If you can’t bring your bike with you or want tohire the latest models, there are a number of bikehire locations in Dumfries and Galloway.
4. Branding - Organisers Toolbox
Distribution: At specific events during Festival
Feather Flag: 8 of 1200 x 5400
Branded cube: 2 of 4500 high x 1500 x 1500 display cubes with digital printing
Pull up display: 3 of 1000 x 1800 pull-up displays
Event crew vests: 50 branded high visibility vests
A number of elements were developed that featured the OBF branding and provided a large visual presence at festival events and other promotional opportunities.
28 29
The Marketing Campaign
In April 2009 I became a part of Dumfries&Galloway’sOriginalBicycle Festival, offering my services as a volunteer. I was informed about the festival by Ian Barr, Events Strategy Officer, when I contacted him for advice on gaining some experience in the field of events management and marketing. Ian gave me the contact details of Lucy Mair, the festival Volunteer Co-ordinator, who I emailed voicing my interest. Being part of the Original Bicycle Festival was an honour and personally provided me with some great experiences. At my first OBF meeting, fellow volunteer Alastair Ross and I met with Ian Barr and Peter McCormick to discuss our roles. From the multifarious programme, Alastair and I chose which three events we would most like to concentrate our efforts on - I chose the Festival Gig at ‘So Below’, “The Hub” of the festival at ‘DG One’ and the ‘Women on Wheels’ day at one of the 7stanes sites, Kirroughtree. I thought these offered a nice range of roles and responsibilities to achieve maximum desired experience from. As well as this, it was also arranged that I would co-ordinate a radio based festival competition to promote two local cycle centres and the Dumfries based West Sound Radio station. I left this meeting feeling like I had quite a lot of responsibilities, but this was more than welcome as it was exactly why I had got involved in the first place. The Council’s Events Strategy Officer in particular provided me with excellent chances to gain first hand experience in what it’s like to play a part in such
a major regional event.
I can safely say I thoroughly enjoyed my time spent involved with the Original Bicycle Festival. Even on top of the little perks that came with being a volunteer; the Indian buffet evening was an unexpected delight and the goody bags we all received will take a lot to beat on the goody bag scale. Once the festival’s three week duration kicked off it was a busy couple of weekends for me, but definitely time well spent. The Festival Gig at ‘So Below’ was a huge success, being a complete sell-out. “The Hub” at ‘DG One’ was another success but had internal elements with room for improvement - “The Hub” itself was advertised well, but I personally feel some of the individual events within it’s programme needed more attention. For example, on the evening of Saturday 16th May the music gig with Cotton Town Music Club and Tea for One did not receive much interest at all with hardly any tickets being sold. The band and artists were true talents and I feel their potential was not maximised. I’m not sure if maybe location of the gig or target audience had something to do with it, but still feel given the right advertising this evening could have been another great success for the festival. Similarly with the children’s book author talk on the same day. The ‘Women on Wheels’ day at Kirroughtree however, achieved excellent attendee numbers, and genuine interest was shown that women can be the future of cycling!
I met a lot of lovely people through my involvement with the Original Bicycle Festival and some have became friends that I hope to stay in touch with. I spoke to a lot of festival goers, particularly when out and about in the crowds at the two criteriums, and was reassured and quite inspired by a lot of their efforts - a lot of people had travelled far to attend some of the events and were so excited bywhatDumfries&Gallowayhad to offer. Many even asked if the festival would be an ongoing thing, hoping for it to be back next year. It was moments like this that made being a volunteer so worthwhile - seeing people sharing the enjoyment that I myself experienced.
The Original Bicycle FestivalA Report by Rachel Speedie, a volunteer
The Role of Volunteers During the OBF
Feather Flag Branded cubePull-up display
This formed part of the organiser’s toolbox, where they could ask for certain items to be supplied to enhance their event.
5. Advertising
The ad schedule was based on a mix of enthusiast bike publications, national Scottish and local media.
The Dumfries and Galloway Standard and Galloway News were the official local media partners with a 4 page supplement followed by two full page advertorials.
All advertising followed the theme of the main Festival identity although there were variations to suit specific events within the programme.
AD SCHEDULE MARCH APRIL MAY
Specialist Bike Magazines
Cycle (CTC) Magazine Half Page
Singletrack Half Page
Cycling Plus Quarter Page
Bike radar website Web Banner
Scottish National Press
Sunday Herald 60,000 inserts
The Scotsman 1/8 page
Local Press
Dumfries&GallowayStandard 4 Page supp. 2 x FP, 1/8 page, 1/4 page
The Galloway News 4 Page supp. 2 x FP, 1/8 page, 1/4 page
Cumberland Times 1/4 page 1/8 page
D&GHomecomingleaflet 1/4 page
D&GVisitor 1/4 page
Media Analysis
MEDIA NAME DATE NOTES OTS – (OPPORTUNITIES TO SEE)
Broadcast
IWCMediaLtd–Channel4 tbc Feature within documentary - Scots Who Made The Modern World - Kirkpatrick Macmillan
?
BBCTV-network–TheOneShow 01/06/09 PieceofKirkpatrickMacmillan,OBFandD&G as a cycling mecca
4.13 million
BBCradioScotland–SportsWeekly Criteriums mentioned in the round up 380,000
Border TV 14/05/09 DannyMacAskill&TheClan–DumfriesTownCentre
60,000
BBCRadioScotland–MovieCafé 14/05/09 Short feature on Film Festival 210,000
BBCRadioScotland–OutofDoors 16/05/09 Feature Radio Scotland figures (933,000) No specific for show.
South West Sound W/C 11/05/09 Interview with Jackie Davidson, Scottish Cycling - OBF
113,000
BBCRadioScotland–OutofDoors 09/05/09 Feature Radio Scotland figures (933,000) No specific for show.
BBC Radio Scotland - news 08/05/09 News piece Radio Scotland figures (933,000) No specific for show.
BBCScotland–TV-ReportingScotland
08/05/09 News piece 550,000
BBCRadioScotland–MovieCafé 07/05/09 Feature on play and OBF including 2 interviews
Radio Scotland figures (933,000) No specific for show.
South West Sound From 03/04/09 Volunteerrequest–presenterreadsandLook in the papers slot
113,000
BBC Radio Dumfries 03/04/09 Volunteer appeal Radio Scotland figures (933,000) No specific for show.
Border TV 10/02/09 News piece 60,000
BBC Radio Scotland 10/02/09 News piece Radio Scotland figures (933,000) No specific for show.
30
The Press Generated for Cycling in Dumfries and Galloway
Campaign Period: December 2008 - May 2009
31
MEDIA NAME DATE DESCRIPTION SIZECOLUMN CENTIMETRES
COST/CC(£)
EQUIVALENT ADVERTISING VALUE (£)
National
TheScotsman–Magazine 23/05/09 OBF / Avalanche Enduro plus image ¾ page 34.15 / cc 4507.50
Scotland On Sunday 17/05/09 DannyMacaskill–mentionofOBF ½ page 27.32 / cc 1530.00
TheIndependent–Traveller 09/05/09 Travel Agenda - OBF 19cc 42 / cc 798.00
The Scotsman Magazine 09/05/09 Welcometoyourweekend–Listing&mainphoto
¾ page 34.15 / cc 4507.50
Observer 03/05/09 What to watch in the world of sport this week
6cc 46 / cc 276.00
Sunday Post 03/05/09 Rob Scott’s Top Ten - Listing 4cc 48.50 / cc 194.00
The Herald Magazine 02/05/09 TravelFeature–cyclinginD&G/OBF
2.5 pages £6,000 / page&£,3300 / page
15,300
Scottish Sun 01/05/09 Newsfeature–DannyMacAskill/listing for OBF
0.5 page 20,079.50
The Times 29/04/09 OBF Listing 2cc 71 / cc 142.00
TheScotsman–Recommends 29/04/09 Best of the OBF ¾ page 34.15 / cc 4507.50
News of the World - Scotland 26/04/09 Travel - Double page spread with Mark Beaumont and plug for OBF / Kirkpatrick Macmillan
1.5 pages 176 / cc 30215.25
News of the World - Scotland 26/04/09 Feature on Granny Mave / WOW 0.5 page 176 / cc 10071.75
TheIndependent–TheInformation
11/04/09 The 50 Best Spring Days Out - OBF no 23 with image
8 pages 10000 per page
80,000
The Times 19/02/09 Photos&newspiece-launch 35 cc 71 / cc 2485
The Scotsman 19/02/09 Photo and caption - Launch 32 cc 34.15 / cc 1092.80
The Herald 19/02/09 News - In Brief - Launch 7 cc 29.50 / cc 206.50
Magazines – Specialist / Trade / lifestyle
MBR (Mountain Bike Rider) June 2009 OBF–WOW–listingplusimage 10.5cc 35 / cc 367.50
MBUK June 2009 OBF–WOW(nocopy) ?
Men’s Fitness June 2009 TheExperts–MarkBeaumont–withOBF listing
1 page 1120 per ½ page
2240
The Big Issue in Scotland 14/05/09 10ThingsToDo–No5OBF 1.375 pages 1480 per page
2035
The Lady 12/05/09 Listing plus image ¼ page 473 473
BBC Countryfile May 2009 EventoftheMonth–OBF–Doublepage spread
2 pages 6750 double page spread
6750
BicycleTrade&Industry May 2009 Criteriums news ¼ page 447 447
Dumfries&GallowayLife May 2009 OBF–frontpageimageplusfeatureon Kirkpatrick Macmillan and OBF plus mentions throughout
Front page picture4 pages
1000 per page
4000
Flybe Uncovered May 2009 Listing (no copy) ?
Stand Out Magazine May Listing with image (no copy) ?
Travel GBI 01/04/09 News Mention of OBF Standard display small
575 575
Dumfries&GallowayLife April 2009 OBF Launch news plus image (half page)
½ page 550 per ½ page
550
OutdoorTrade&Industry April WOW 1/3 page 390 390
Wanderlust April / May Listing plus The World according to with Mark Beaumont and OBF listing
1 page&3.5cc
2900 full page&100
3000
The Good Travel Guide April / May Double Page spread - OBF 2 pages 4800 double page spread
4800
Scotland Outdoors Spring 09 OBF Listing with image 6.5 cc 200 200
BicycleTrade&Industry February 2009
Front page news feature ¾ page 1236 1236
Bicycle Buyer ? News piece / Kirkpatrick Macmillan (no copy)
?
Fitpro Magazine ? News piece with image - magazine for fitness professionals (no copy)
?
THE EXTENSIVE LIST OF REGIONAL MEDIA COVERAGE HAS NOT BEEN INCLUDED ON THESE PAGES TO SAVE SPACE
Commemorative ornament of the KM bike was presented to Graeme Obree, Scottish Cycling, Danny MacAskill and Rare Management for their services to the festival
Project Manager Ian Barr takes part in BBC One Show filming. Angelica Bell was the well known presenter
Danny MacAskill at Drumlanrig Castle
The Public Relations Campaign for the Original Bicycle Festival
The PR campaign for The Original Bicycle Festival was a six-month campaign - December 2008 to the end of May 2009 - and was carried out by Podge Publicity. Strategically it tied in with the marketing campaign and the overall objectives of the Festival. The key aims and objectives for the PR campaign for the Original Bicycle Festival were to:
• PromotetheFestivalandtheindividual events within the programme
• Promotelocalparticipationinall forms of cycling
• ShowcasekeyDumfries&Galloway locations / venues
• Promoteandcapitalizeonthelegacy of cycling in the region:
• HeritageofKirkpatrick Macmillan
• 7stanesMountainBikeTrail Centres
• TourofBritain
• Promotesponsor/partner/stakeholder involvement
• ReinforceScotlandandinparticular Dumfries and Galloway as a major venue for world-class events, outdoor activities and tourism
Podge Publicity put together a long term ‘drip feed’ strategy that involved a programme launch and photo opportunity; the distribution of news releases and general event information - at least one release a month at the early stages and building to five in May; the pitching of Festival, individual events and travel features; and the distribution of images. It
also included organising photo opportunities, coordinating press visits, liaising with key media contacts (locally and nationally), liaising with marketing and project teams, researching new contacts, assisting with copywriting advertorials and attending meetings in Edinburgh and Dumfries.
Podge Publicity worked closely on their campaign with Rare Management, who were
coordinating the marketing campaign, with Ian Barr, Events Strategy Officer, Dumfries and Galloway Council (particularly during the event itself) and other event stakeholders.
The full coverage The Podge Publicity achieved is detailed below.
MagazineAt a local level Dumfries and Galloway life were very supportive covering both the event launch and the festival programme in two separate issues (with some extensive coverage of the programme in the May issue). BBC Countryfile magazine devoted a double page spread to the festival as its event of the
month. A number of high profile travel magazines included the Festival in their editorial. These included Wanderlust, The Good Travel Guide, Scotland Outdoors, Flybe Uncovered and Travel GBI, A few specialist bike magazines covered the Festival in print and online. These included MBUK and MBR as well as Bicycle Buyer who were particularly interested in the Kirkpatrick Macmillan link to the Festival. Other magazines to promote the Festival include Men’s Fitness, The Lady, The Big Issue in Scotland, bicycle Trade and Industry, Outdoor Trade and Industry, Fitpro Magazine and Stand Out.
Financial Information
The Original Bicycle Festival was a £114,000 project, funding came from Dumfries and Galloway Council (£32,000), the Dumfries and Galloway Leader Programme (£57,000), Forestry Commission Scotland (£10,000), Event Scotland (£10,000) and Scottish Cycling (£5,700).
Expenditure was almost equally split between the costs of delivering the 20+ events within the festival programme and festival marketing. There were also some project management costs such as room hire and hospitality; volunteer co-ordination, photography and other minor expenses.
BroadcastThe TV and radio coverage of the Festival was very strong. It included:
• BBCNetwork-TheOneShow,BBCScotland–ReportingScotland
• IWCforChannel4-FeatureonKirkpatrick Macmillan within documentary - Scots Who Made The Modern World - came as a direct result of awareness of the Festival
• BBCRadioScotland-News,OutOf Doors, Sports Weekly, The Arts Café, The Movie Café
• BBCRadioDumfries-News,volunteer appeal
• SouthWestSound-News,volunteer appeal and interview with Jackie Davidson of Scottish Cycling
However the coverage from Border TV / ITV Border was very disappointing with only two very short news features throughout the campaign, despite the fact that the event was being run throughout the transmission region for a decent length of time.
OnlineOnline coverage is very hard to analyse but by using google media alerts, a free service, Podge managed to pick up some solid pieces of online coverage. This included duplication of regional news pieces on individual sites, news pieces on the BBC site, specialist cycling sites, cycling blogs and national newspaper sites including The Telegraph, The Independent, The Scotsman.
32 33
Danny MacAskill at the Fort William Word Cup, 2009
Lessons Learned & Legacies
Scottish Cycling, the funding agencies involved and Dumfries and Galloway’s cycling event organisers.
4. There is now an exciting range of cycling events in Dumfries and Galloway. Most importantly, cycling event organisers are skilled and committed individuals who are an important resource to the promotion of Dumfries and Galloway as a great destination for cycling for leisure and sport. Their contribution to economic development should be fully recognised and supported.
5. Unique projects often encounter there own specific problems and issues. The Original Bicycle Festival planning group was not able to convey the value of the festival to a number of regional public and private sector partners. The festival could have made a greater impact with local people if it had. Many local people, although interested in the festival, could not be convinced it was a unique one-off and suggested they would support it in future years.
1. The Original Bicycle Festival as a unique and authentic event, based on Kirkpatrick Macmillan’s invention of the bicycle and Dumfries and Galloway’s status as a genuinely beautiful location in which to cycle, was of great interest to the media. This interest however was because of the unique and original qualities of the festival and should the festival be held in subsequent years it is unlikely that it would recapture the same media attention. The rural location of the festival is also likely to have been a contributory factor regarding the media interest.
2. The planning group’s decision to commission a high quality marketing and PR agency galvanised the project, brought in external creative talent and gave the Original Bicycle Festival a profile and reach it would not have achieved had this approach not been adopted.
A key lesson therefore is that unique festivals can work as media creations but a major weakness is they do not build year upon year community and visitor support, so their long term cost-effectiveness is not that of year on year events.
3. To deliver major events, certainly from a Council perspective, strong partnerships need to be in place. The basis of the Original Bicycle Festival’s success was based upon the strong partnership created between the Council and Forestry Commission Scotland,
6. The Festival planning group investigated the feasability of DG One hosting a major, annual cycling expo. Even with the stimulus of the Original Bicycle Festival (and at the time of the work in question, the imminent World Mountain Bike Conference on Sustainability) there was not enough business interest in this proposal.
7. The Kirkpatrick Macmillan monologue, the commissioned 25 minute play is one important legacy from the festival. This play is currently being touted for radio production and therefore may serve to further promote Kirkpatrick Macmillan and Dumfries and Galloway, and is available for future cycling events in Dumfries and Galloway and across the UK.
8. The festival planning group worked extremely hard to integrate volunteers and voluntary organisations into the planning and delivery of the Original Bicycle Festival. The protocols the planning group put in place to outline the role of volunteers in the planning of the festival was regarded as helpful and the appointment of a temporary volunteer co-ordinator gave, via the volunteers recruited, the festival great energy.
9. The balance of participatory to spectator events in the Original Bicycle Festival was probably about right. Cycling festivals should be driven by the promotion of cycling and an area’s cycling assets. There is scope however with dedicated
marketing, to build upon the audience each year for the Tour of Britain, to attract decent crowds for 2010 cycling events such as the Girvan 3 Day Event (which is to move to Dumfries in Easter 2010) and the Dumfries Criterium, which will take place again in late May 2010. These high quality additional cycling events can promote Dumfries and Galloway as a great destination to watch cycling as well as to cycle and inspire people of all ages and abilities to take up cycling.
10. There was great energy and determination put into the Original Bicycle Festival by public agencies and cycling event organisers. The festival spurred ideas for future cycling development in the region: capturing these ideas and taking forward a cycling development plan for Economic Development, Sport and Tourism would have great potential for Dumfries and Galloway.
Identifying the lead agency to take forward this work is a primary difficulty however.
Penpont Primary children were enthusiastic spectators when Danny MacAskill promoted the festival for later broadcast by the BBC One Show
11. This report has detailed the events both introduced and strengthened by the Original Bicycle Festival. Although the festival is unlikely to run again, a number of cycling events that took place in May 2009 certainly will.
These include;
The Scottish Cycling Dumfries Criterium
Avalanche Enduro UK
CTC Discovery Rides
Women on Wheels (or a close relative)
The Burns Solway Coastal Sportive Challenge
And potentially;
The Beattock Open Time Trial
The Stepping Stanes Family Fun Day
The Kirkpatrick Macmillan Play is available upon request and DG One introduced cultural events around the Festival that has helped the venue consider future cultural, as well as sports programming.
34 35
Dumfries and Galloway Council wishes to
thank everyone who contributed their time,
effort and expertise towards making the
Original Bicycle Festival a uniquely good humoured
and laid back festival of cycling.
