dear reader, this presentation was created by dave burg on ... · •this presentation was created...

Dear Reader, • This presentation was created by Dave Burg on the

Wieden+Kennedy strategy team in December 2011 for Travel Oregon

• Travel Oregon asked W+K to develop a quasi-white paper gathering existing research on the cycling traveler, defining the audience and the opportunity it presents for Oregon. A cycling tourism economic impact study will be completed in 2012 by Dean Runyan.

• Slide 1 represents Travel Oregon’s marketing planning for cycling • If you have questions about this presentation please contact

[email protected] or [email protected] Thank you

APPENDIX C: TRAVEL & SPANDEX WIEDEN+KENNEDY, of 29 TERRITORIAL HWY/GILLESPIE CORNERS TO LORANE, Lane County, OR

mailto:[email protected]

mailto:[email protected]

What bicycle enthusiasts mean to Oregon tourism December 20, 2011


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OVERVIEW DECEMBER 20, 2011


DECEMBER 20, 2011


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DECEMBER 20, 2011


OVERVIEW NOVEMBER 21, 2011


SECTION TITLE DECEMBER 20, 2011

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AUDIENCE DECEMBER 20, 2011

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2. Portland

6. San Francisco

11. Austin

7. Madison

1. Minneapolis

8. NYC

3. Boulder

4. Seattle

5. Eugene

9. Tucson

10. Chicago



An Oregon dad posts his prized possession, the new rig that carries his entire family’s bikes for weekend racing in Ashland.


during the Cascade Classic Stage Race in Bend.



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• “‘Every city representative that I’ve been introduced to here in Bend has given

me their cell phone number and told me to call them if I have any problems,’

Vinson said. ‘That is just unheard of.’” –Tom Vinson, National Event Manager

for USA Cycling

IMPLICATIONS DECEMBER 20, 2011

250 elite riders plow through downtown Bend during the Cascade Classic. Thousands line the streets to watch.



125 bike-related businesses in Portland. Impressive for anyone into bikes.


According to VeloNews and the Oregon Bicycle Racing Association, Oregon was ranked…

• #1 in terms of the percentage of riders vs. state

population with Colorado coming in over 50% lower in 2nd place.

• #2 in the number of cycling events, only 8 races behind California.

• #3 in the number of amateur racers, behind only California and Colorado.

What we need to keep in mind is that competitions are a very different beast than leisure riding. Because of registrations, there’s actually hard data associated with the competitive scene, but the bigger opportunity is actually in leisure riding (both road bikes and mountain bikes).



When there’s a strong culture being stoked, that socialization permeates into buzz. And when you develop a strong reputation for delivering quality experiences, that’s when the Creative Class opens their wallets. This magic is happening in Oregon right now, and it begs the question: how can we add more fuel to this fire? If our objective is to get more cyclists from surrounding states and other cycle-oriented (Creative Class) locations around the country to come our way, then we need to help amplify the buzz. The best way to do this is by establishing a voice that’s not only noticed, but is considered a thought-leader in cycling.


MONEY

BUZZ CULTURE

A circular system for attracting cyclists.


Oregon is home to visionaries and pioneers when it comes to making the state a haven for cycling: • Oregon initiated many of the nation’s “firsts,” including

the Oregon Bicycle Bill in 1971.

• Cycle Oregon and the Oregon Bicycle Tourism Partnership have firmly established cycling as a state tourism effort.

• The Oregon Scenic Bikeways Program is the first effort by

a state to create a specific product for overnight tourism.

• Our International Mountain Bicycling Association Ride Center designation is getting exposure in off-road circles.

• BikePortland.org and RideOregonRide.com have begun a relationship between Oregon and visiting cyclists.

As a result, Travel Oregon is in a unique position to put even greater focus on leveraging cycling to draw potential visitors.



STRATEGY DECEMBER 20, 2011

Meanwhile

more leisurely riders go under the

radar. The new Scenic Bikeways

designation gives us a unique

story to engage leisure riders with.

There’s also a huge opportunity to

begin talking about our solid

network of mountain bike trails. We

already have world-class riding

between Sandy Ridge Trail

System, Blackrock, and Bend area

trails. There’s a growing audience

of off-road riders who simply need

more awareness for this offering.

Cycle Oregon. Last year the ride included 2,200 participants from 45 states and 7 foreign countries.


STRATEGY DECEMBER 20, 2011


dear reader, this presentation was created by dave burg on ... · •this presentation was created...

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