Ontario`s Southwest Motorcycle Tourism Report

Transcription

Ontario’s Southwest
Motorcycle Tourism Report
Prepared for:
Southwest Ontario Tourism Corporation
Funded by the Government of Ontario
June 14, 2011
Prepared by:
Region 1 Motorcycle Tourism Coordinator: Karen Muir
Priority Project Volunteer Lead: Clark Hoskin, Norfolk County Tourism & Economic Development
Photos: Murray Wark, Aimee Burnett, Tracy Haskett
Special Thanks to:
Lyn Royce, Region 1 Priority Projects Administrator
Janet Jones and Nancy Fallis, Ontario Ministry of Tourism & Culture
© 2011 Corporation of Norfolk County
Norfolk County
Tourism & Economic Development Division
30 Peel Street, Simcoe ON N3Y 1R9
2
Ontario’s Southwest Motorcycle Tourism Report – June 2011
Table of Contents
Executive Summary .................................................................................................................... 5
Background ................................................................................................................................. 5
Objectives .................................................................................................................................. 7
Key Deliverables ....................................................................................................................... 8
Environmental Scan.................................................................................................................... 9
Competition ............................................................................................................................. 10
Research .................................................................................................................................. 11
TAMS Canadian Activity Profile ........................................................................................ 11
TAMS U.S. Activity Profile ................................................................................................ 12
Understanding and Attracting On-Road Motorcycle Tourism ............................................ 12
Economic Impact of Motorcycle Tourism in Port Dover and Norfolk County................... 12
Motorcycle Tourism Survey ................................................................................................ 14
Competitive Analysis ................................................................................................................ 17
Product Development ............................................................................................................... 19
Key Rides ................................................................................................................................ 19
Key Motorcycle Destinations .................................................................................................. 19
Respondents outside of Ontario’s Southwest ...................................................................... 19
Respondents within Ontario’s Southwest ............................................................................ 20
Ride vs. Destination ............................................................................................................. 21
Motorcycle-friendly Tourism Product .................................................................................... 21
Market-Readiness .................................................................................................................... 22
Recommendation #1 ............................................................................................................ 23
Target Market ........................................................................................................................... 25
Domestic.................................................................................................................................. 25
United States ........................................................................................................................... 26
Marketing Tactics ..................................................................................................................... 29
Specialty Motorcycle Map ...................................................................................................... 30
Recommendation #2 ............................................................................................................ 31
Web ......................................................................................................................................... 32
Recommendation #3 ............................................................................................................ 33
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Social Media............................................................................................................................ 33
Recommendation #4 ............................................................................................................ 34
Supportive Activities ............................................................................................................... 35
Media Relations ................................................................................................................... 35
Trade Shows ........................................................................................................................ 35
Advertising Opportunities ................................................................................................... 36
Signage ................................................................................................................................ 37
Alliances .............................................................................................................................. 37
Recommendation #5 ............................................................................................................ 38
Budget ........................................................................................................................................ 39
Performance Measurement ...................................................................................................... 41
Return on Investment (ROI) .................................................................................................... 41
Performance Measures ............................................................................................................ 41
Acknowledgements ................................................................................................................... 43
Appendices ................................................................................................................................. 44
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Executive Summary
M
otorcycle tourism has been identified by destinations worldwide
as a significant contributor to tourism spending and local
economic impact. Motorcycle tourism in Ontario’s Southwest (Region
1) was chosen as one of seven priority projects for the transition period
of the new Regional Tourism Organization (RTO). The key
deliverables of the Region 1 Motorcycle Tourism Project included
understanding and assessing the regional inventory of motorcyclefriendly products, and developing a marketing strategy.
Research was reviewed to provide a foundation for the strategy.
Numerous consultations were undertaken with motorcycle enthusiasts,
clubs, motorcycle-friendly tourism businesses, Destination Marketing
Organizations (DMOs) and others. The Ontario’s Southwest
communities of Port Dover, Port Stanley, Grand Bend, Port Burwell
and Pelee were identified as favoured destinations among motorcycle
enthusiasts. Detailed information was also gathered about specific
motorcycle-friendly product within the region, and favourite rides
connecting this product within the region and externally.
As a result of this work, the authors of this report recommend that the Southwest Ontario
Tourism Corporation:

Work with Destination Marketing Organizations (DMOs) to develop relationships
among market-ready motorcycle tourism product and explore overnight packages on
key motorcycle routes;

Publish a motorcycle tourism map package using the dimensions, stock and distribution
plan outlined in this report;

Consult with other Regional Tourism Organizations (RTOs) and the Ontario Tourism
Marketing Partnership Corporation (OTMPC) about collaborating and integrating
content and functionality of any motorcycle tourism website before proceeding with a
plan to develop an on-line presence for Ontario’s Southwest;

Develop social media guidelines, a plan for social media tactics, register with social
media sites, and post content linking motorcycle-friendly product and DMOs, in order
to develop a base of consumers for future tactics, and;

Explore supporting tactics such as media relations, trade shows, print advertising
opportunities, alliances and other activities to support the core motorcycle tourism
marketing strategy.
However, this is a complex market segment. As the report will explain, motorcycle enthusiasts
“very much dislike being targeted as a like demographic.”
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6
Background
Motorcycle Tourism in Ontario’s Southwest (Region 1) has been chosen as one of seven
priority projects for the transition period of the new Regional Tourism Organization (RTO).
Motorcycle tourism has been identified by several destinations across North America as a
significant contributor to tourism spending and local economic impact. In southern Ontario, the
perennial phenomenon of Friday the 13th in Port Dover has demonstrated more than 25 years of
anecdotal evidence that motorcycle tourists spend money.
A study of motorcycle
tourists attending the
Friday the 13th event in
June 2008 (see photo,
left) concluded that the
economic impact of
additional return visits
to the area ranged from
$6 to $12 million
annually. The addition
of a warm-weather
Friday the 13th event in
any given year added an
additional economic
impact ranging from
$2.4 to $4.9 million.
While most communities would never wish to host an event as demanding as
Friday the 13th (above), the economic impact of less intensive motorcycle
tourism traffic can have a positive impact on a local economy
An alliance of
Destination Marketing
Organizations called
“Ontario’s South Coast
Tourism Alliance” developed in the counties of Haldimand, Norfolk and Elgin to respond to
this opportunity. The response by motorcycle tourists to the Ontario’s South Coast “Cruise the
Coast” Map, website and trade show presence has provided support for the development of
motorcycle tourism marketing tactics that span the entire region. While most communities may
never wish to host an event as demanding as Friday the 13th, the economic impact of less
intensive motorcycle tourism traffic can have a positive impact on a local economy.
Objectives
The objectives of the Region 1 Motorcycle Tourism Project are to:




Expand and enhance the motorcycle tourism experience in Region 1
Identify motorcycle and other events within the region
Determine how to increase traffic and visitation to events
Encourage attendees to stay longer / spend more money
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
Understand and identify potential partnerships with motorcycle groups, retailers,
motorcycle-friendly accommodations and other relevant experiences of interest
Key Deliverables
The key deliverables of the Region 1 Motorcycle Tourism Project, as identified in the Transfer
Payment Agreement, are:
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
Environmental scan to
understand and assess
regional inventory of
motorcycle-friendly
products: accommodations,
retail, etc.; assessment of
current product to define
potential under-performing,
under-utilized assets and
identify potential areas for
future development /
investment potential; and
current local marketing
tactics.

Research, recommend and
implement a marketing
strategy that will focus on
developing shoulder season
motorcycle touring traffic,
increase traffic to the
website and increase user
subscription, expand use of
social media and mobile
messaging, attend
motorcycle trade show,
new/expanded motorcycle
map, and expand website.

Partnership engagement and communications strategy outlining tactics to improve
communications between motorcycling groups, local organization and government;
identify opportunities to dispel stereotypes of motorcycle tourists; and methods to better
engage local businesses within the region.
Environmental Scan
Motorcycle tourism is a worldwide phenomenon and Ontario’s tourism industry is beginning to
catch up.
An increase in the number of
motorcycles on Ontario roads
today may be linked with the
aging population. Many
individuals from a mature
demographic own the comfortable
two-seater cruisers equipped with
the latest technology, and tend to
plan out their trips. Lone bikers
clad in black leather just get out
and ride. It is evident there has
been an increase in female
motorcycle owners, giving way to
a multitude of marketing
possibilities. A younger demographic, plus many seniors, have chosen electricity-powered
bikes to get about town for the ease of riding and to save money. Shorter trips planned close to
home have become popular in the years since the last economic downturn.
“Motorcycle tourism is one of the fastest growing
segments in North America’s number-two industry. The
town of Laconia and the state of New Hampshire learned
a hard lesson regarding the economic impact of
motorcycle tourism. After a few years of trying to ban or
restrict Bike Week, the state now spends millions of
dollars each year to promote it. That single weeklong
event fills all the hotels in the state and pumps over a
100-million dollars into the economy. It has become the
leading economic public event in the state. The same is
true for other major rallies. The Americade rally, while
much smaller than Laconia, Daytona, or Sturgis, is of
such economic importance that the Adirondack resort
town has been revitalized and now “the season” begins
two weeks earlier than it did prior to this event. The
very survival of many “mom-and-pop” businesses
actually depends upon this one week of biker customers.”
-
Ken Aiken, motorcycle tourism consultant and product developer
(Source: http://hubpages.com/hub/Motorcycle-Tourism)
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Ontario’s Southwest offers many choices for motorcycle touring routes that are paved, scenic
and winding, with less traffic. Increases in gas prices make travel by motorcycle an economical
choice.
To respond to this demand, many entrepreneurs and business opportunities have adapted their
business models and marketing plans to attract the motorcycle tourism market. A number of
rider-friendly accommodations, food and beverage locations, points of interest, and festivals
and events are identified in the Appendices.
Competition
Jurisdictions outside of Canada have identified
motorcycle tourism as a lucrative target market.
In the United States, South Dakota (see opposite
page, lower right) has developed a tourism strategy
to respond to the opportunity developed in the town
of Sturgis, which has been hosting a motorcycle
event since the 1930s. Similarly, Bike Week in
Daytona Beach, Florida, (see website screen shot,
above right) has been a popular attraction since 1937, evolving into a ten-day festival that
attracts hundreds of thousands of spectators. Americade in the Adirondacks region of New
York State (see website screenshot, below right) attracts more than 50,000 visitors.
Motorcycle tourists are welcome in other
communities, such as Sandusky, Ohio; Lake
George, New York; Gettysburg, Pennsylvania;
Killington, Vermont; Laconia, New
Hampshire; Austin, Texas; and Panama City,
Florida.
Tourist operators also offer multi-day
experiences for avid motorcycle enthusiasts. In
Canada, an example is Coastline Motorcycle
Adventure Tours, based in British Columbia.
Worldwide, Edelweiss Bike Travel, based in
Austria, (see opposite page, upper right) offers
packaged tours on almost every continent.
Within Ontario, several destinations other than
those in Region 1 currently market to motorcycle enthusiasts.
Routes in Northern Ontario are featured on the Ontario Tourism Marketing Partnership
Corporation (OTMPC) website. The site also includes links to fall-driving routes in Southern
Ontario that motorcycle enthusiasts can try.
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A circle route is promoted by the Georgian Bay Destination
Development Partnership, which includes passage on the Chi
Cheemaun ferry between Tobermory and Manitoulin Island
(see map, left) . Nearby, the Counties of Grey and Bruce have
been promoting their destinations to motorcycle tourists for a
number of years. The “Ride Grey Bruce” brochure features
touring routes and reasons to ride in those communities,
including eateries, lodging and bike shops. The brochure is
complemented with a website. In Eastern Ontario, Lennox
and Addington Counties are working together to target
motorcycle tourism.
Outside of Ontario, several provinces have identified the
lucrative opportunities associated with motorcycle tourism, including Nova Scotia and Quebec.
Research
The profile of consumers interested in motorcycle tourism was studied extensively as part of
the Travel Activity and Motivation Survey (TAMS) projects undertaken in 2006 by Lang
Research Inc., for the Ontario Ministry of Tourism and others. Surveys were completed in
Canadian and American markets separately. The findings in these documents provide a detailed
understanding of the motorcycle tourism market. Excerpts from this research can be found in
this section, as well as under the Target Market section.
TAMS Canadian Activity Profile
In the TAMS 2006 Canadian Activity Profile: Motorcycling While on Trips, consumers who
went motorcycling while on a trip are compared with other Canadian pleasure travellers.
Specifically, the report examines motorcycle enthusiasts on overnight trips. It is important to
remember this in examining the data, as motorcycle tourism in Ontario is very often perceived
as a day-tripping activity.
Over the two years leading up to the report,
more than 552,000 adult Canadians (2.2% of
the population) went motorcycling while on
an out-of-town, overnight of one or more
nights.
Motorcyclists who travelled overnight are
best represented in Quebec (154,562 or 3.7%
of total tourists), Alberta (74,514 or 3.7%)
and B.C. (91,597 or 3.4%), and least
represented in Ontario (161,593 or 2.3%) and
Manitoba (11,179 or 1.9%), as a share of the
total population.
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Motorcyclists ranked British Columbia as the most appealing Canadian province, followed by
Alberta, Nova Scotia, Prince Edward Island and Ontario.
TAMS U.S. Activity Profile
In the TAMS 2006 U.S. Activity Profile: Motorcycling While on Trips, consumers who went
motorcycling while on a trip are compared with other American pleasure travelers.
Over the two years leading up to the report, more than 5.2 million adult Americans (2.4% of the
population) went motorcycling while on an out-of-town, overnight of one or more nights.
Motorcyclists who travel overnight are best represented in Mountain (589,675 or 4.9% of
pleasure travelers), West North Central (429,349 or 3.6%) and Pacific (967,392 or 3.5%)
regions of the United States. Border U.S. states have more than 660,000 motorcyclists who
overnight while travelling, including Michigan (145,853), New York (206,909), Ohio (163,862)
and Pennsylvania (143,616).
American motorcyclists ranked California and Colorado as the most appealing U.S. continental
states. British Columbia, Ontario, Nova Scotia and the Northwest Territories were also ranked
as the most appealing.
Understanding and Attracting On-Road Motorcycle Tourism
A study called Understanding and Attracting On-Road Motorcycle Tourism was prepared in
July 2006 for the Strategic Tourism Development and Marketing Partnership for Northern
Ontario by The Tourism Company and Forrest Marketing & Communications. Among the
information and findings of this study are the following points:

There are three major categories of motorcycles in North America: Cruisers, Touring
Motorcycles, and Sport-Tourers.

In Ontario, annual new motorcycle purchases increased by 208% between 1995 and
2005, from 6,423 to 19,818 annually respectively. New purchases in Quebec grew
similarly.

U.S. motorcycle registrations grew by 70% between 1995 (3.7 million) and 2003 (5.3
million).

Honda (26.9% of market share), Harley Davidson/Buell (23.7%), and Yamaha (16.1%)
dominated the U.S. market during the period studied by this report.
Economic Impact of Motorcycle Tourism in Port Dover and Norfolk County
As referenced in the Background section, approximately 12,000 motorcycle enthusiasts
attending the June 2008 Friday the 13th motorcycle event in Port Dover were provided the
opportunity to participate in a survey. About 1,600 responses were received.
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Of those who responded, 93% were from Ontario (half of which originated from outside of the
519 telephone area code. The remaining respondents were from New York State (3%),
Michigan (1%), Quebec (1%) and other provinces and states (2%).
Spending per Day
$150
$100
$50
$0
Almost half of all respondents (46%) reported overnight stays of one or more nights, associated
with the event. Those who stayed one night (22%) spent an average of $102 per day. Those
who stayed two nights (19%) spent $117 per day. Those who stayed three nights or more (5%)
spent $141 per day. The remainder were daytrippers to the event, spending on average $120 per
day.
According to Canadian Travel Survey data for Norfolk County in 2006, the average leisure
traveller on a day trip spent $30 per day and the average overnight traveller spent $87 per day.
(See chart above.)
When asked about their occupations, responses ranged from factory workers to Chief Executive
Officers to administrative staff. The employment profile of the average attendee could not be
determined, as the survey results reflected occupations from all walks of society.
The survey also gathered information about what motorcycle enthusiasts like about the area.
Among the responses were beaches and swimming (the most popular response), followed by
“riding the backroads” with many references to beautiful scenery, clean air and countryside.
Dining, shopping, boating and fishing were also mentioned in numerous responses, which is
congruous with responses collected in the TAMS studies.
Respondents reported five planned return trips per year, over and above their attendance at the
event. Based on 12,000 tagged motorcycles, the economic impact of the Friday the 13th event
was $2.4 million for the event alone, not including non-motorcycle attendees. Assuming that
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46% of the total tagged motorcyclists returned five times during the year and stayed one night,
and spent the average amount indicated in the survey, the additional impact to the community
was projected to be $5.4 million.
Motorcycle Tourism Survey
As part of the Region 1 Motorcycle Tourism Project, a survey of motorcycle enthusiasts was
prepared to specifically address research needs for the key deliverables expected for this report.
Utilizing Norfolk County’s large target consumer database who have agreed to receive updates
and communications, more than 1,200 motorcycle enthusiasts were contacted and asked to
participate in the survey. In total, 468 responded. Survey
results related to preference of destinations and routes within
Age
Ontario’s Southwest, as well as preferred trip planning tools,
40-54
will be reported under Product Development.
49%
Profile
55-64
38%
The majority of respondents were aged 40 to 54 (49%) and 55
to 64 (38%). Most of respondents were male (78%). Annual
combined household income was, in most cases, more than
$80,000 (54%).
21-39
9%
65 or
Older
4%
About 56% of respondents originated from outside of Ontario’s Southwest. Of that segment of
the total, 28% were from the Greater Toronto Area, followed by Hamilton-Halton (21%),
Waterloo Region (11%), Niagara (9%), Brantford-Brant (8%) and other parts of Ontario
(outside of the Southwest) accounting for an additional 20%. Two percent of respondents were
from the United States.
Non-SWO Originating
Communities
Greater
Toronto Area
28%
Hamilton
Halton
21%
Waterloo
11%
BrantfordBrant
8%
United
Canada
States
Other Ont North Ont East
2%
3%
6%
1%
Niagara
9%
The remaining respondents resided
within Region 1, and there was a
satisfactory spread of responses
from all nine areas. Of the total
responses from within the region,
17% were from Chatham-Kent,
followed by Norfolk (16%), London
(15%), Windsor-Essex (13%),
Sarnia-Lambton (10%), Oxford
(9%), Haldimand (8%), Elgin (7%)
and Middlesex (5%).
Most motorcycle enthusiasts
responded that the travel as a couple
Huron-Perth
(59%), with the remaining
5%
Ont Central
respondents reporting that they
6%
travelled as an individual. In terms
of visitor spending, 58% reported spending between $100 and $200 in total on food, gas and
accommodation per overnight stay.
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Overnight Stays
Half of all respondents planned to stay overnight at least twice or more per season. Another
32% planned to stay overnight at least once. The remaining 18% stated they would not stay
overnight. The profile of overnight accommodation for motorcycle enthusiasts demonstrated a
preference for hotel/motel
accommodation (53%), followed by
Preferred Accommodation
bed and breakfasts (13%) and
campgrounds (12%). Homes of friends
and family, as well as rental cottages,
Hotel/Motel
Bed &
figured less prominently.
53%
Breakfast
13%
Other
1%
Rental
Cottage
3%
Don't Stay
Overnight
6%
Friend's/
Family
Home
12%
Camping
12%
Motorcycle enthusiasts were also
asked if they were members of the
Best Western Hotel Ride Rewards
Program, specifically aimed at
motorcycle enthusiasts. Of those who
responded, 85% reported that they
were not members, while 11%
indicated they were. Four percent did
not know.
Motorcycle Organizations
Motorcycle association membership participation was also polled, with 41% of respondents
reporting that they are members of a motorcycle organization. The Harley Owners Group or
HOG (23%), the Southern Cruisers Riding Club (24%) and the Canadian Motorcycle Cruisers
(14%) were the
most popular
Motorcycle Club Membership
organizations,
among many.
Canadian
Vintage
Motorcycle
Group
4%
Others
35%
Harley Owners
Group
23%
Canadian
Motorcycle
Cruisers
14%
Southern
Cruisers Riding
Club
24%
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Competitive Analysis
In this section, the competitive nature of the potential for Ontario’s Southwest to become a
premier motorcycle tourism destination is assessed in general.
Strengths
 Tourism product within Ontario’s Southwest (beaches, countryside, dining, camping,
fishing) are well aligned with the travel preferences of motorcycle enthusiasts
 Several communities within Ontario’s Southwest are receptive to motorcycle
enthusiasts, encouraging them with ongoing events
 Motorcycle ownership among residents of Ontario’s Southwest is strong
 Best practices exist within a number of Destination Marketing Organizations in
Ontario’s Southwest for targeting motorcycle enthusiasts
 Best practices exist within businesses in Ontario’s Southwest for motorcycle-friendly
business approaches
Weaknesses
 Provincial and sector-based marketing campaigns aimed at motorcycle enthusiasts do
not recognize motorcycle destinations and routes within Ontario’s Southwest
 Part of Ontario’s Southwest contains landscapes that are not as appealing to motorcycle
enthusiasts, who prefer rolling countryside and winding roads
 Some communities may have difficulty embracing motorcycle enthusiasts
 Motorcycle enthusiasts are a complex target demographic that resists being profiled or
targeted
 Relaxed attitudes among motorcycle enthusiasts about how they plan and execute their
trips do not respond well to certain types of traditional marketing tactics
Opportunities
 Many motorcycle touring enthusiasts travel in small groups, which may allow for a
more ordered approach to communicating with larger numbers of consumers
 Vacation packages and promotions specifically targeted at motorcycle enthusiasts are an
area currently being under-supplied by businesses, which is an opportunity for
entrepreneurs to respond to demand
 A regional effort to identify motorcycle-friendly businesses across Ontario’s Southwest
represents a significant opportunity to connect motorcycle enthusiasts with tourism
product at the ground level
 Motorcycle dealerships, clubs and other organizations are supportive of the interest
shown by tourism organizations and wish to cooperate on future initiatives
Threats
 Communities and businesses that prematurely promote themselves to motorcycle
enthusiasts without being market-ready may severely impact the tourist experience and
jeopardize future opportunity
 Ignoring the motorcycle market is a lost opportunity for community economic
development
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Product Development
The Motorcycle Tourism Coordinator held meetings with Destination Marketing Organizations
(DMOs), motorcycle organizations and clubs and individual bikers to identify key motorcycle
tourism product, destinations, routes, issues and other aspects of the market opportunity. The
survey conducted in May 2011, directed at motorcycle enthusiasts, also provided feedback and
product, routes and marketing tactics.
Key Rides
Motorcycle enthusiasts, motorcycle clubs and Destination Marketing Organizations (DMOs)
have been widely consulted in order to determine the key rides or motorcycle routes that are
preferred.
As part of this project, a number of key rides were developed with input from various
stakeholders with extensive knowledge, in consultation with DMOs. The Key Rides are
detailed in the Appendices and include:




Haldimand County to Port Stanley, via Port Dover
Oxford County to Grand Bend, via London, Nairn and Parkhill
Leamington to Wallaceburg, via Amherstburg and Windsor
St. Thomas to Point Pelee, via Rondeau
Favourite Rides, as outlined by motorcycle enthusiasts surveyed in May 2011, are also listed in
the Appendices.
Key Motorcycle Destinations
According to the survey conducted in May 2011, the
following communities were identified most
frequently as the favourite (#1) destination among
motorcycle enthusiasts:






Port Dover (photo, right)
Niagara
Port Stanley
Grand Bend
Port Burwell
Pelee
Respondents outside of Ontario’s Southwest
Survey respondents originating from communities outside of Region 1 identified Port Dover
(53%), Niagara (12%) and Port Stanley (2%) as their #1 favourite destination. About 12%
identified a long list of other communities within Ontario’s Southwest as their favourite
19
destination, and 21% of these respondents listed favourite destinations that are not located in
Region 1. Other Region 1 destinations mentioned in the favourite destination survey results
include Chatham-Kent, Dunnville, Haldimand, Lake Erie coastline, Leamington, London, Long
Point, Norfolk, Petrolia, Port Rowan, Sarnia, Sparta, St. Clair Parkway, Turkey Point,
Waterford and Windsor.
Communities outside
of Region 1 that were
Origin vs Destination (Non SWO)
mentioned in the
favourite destination
ORIGIN
survey responses
United States
included Bancroft,
Canada - Other
Barrie, Bayfield,
Ontario- Northern
Destination
Beaver Valley,
Ontario - Eastern
Port Dover
Calabogie, Caledon,
Ontario - Central
Niagara
Campbellville,
Niagara
Collingwood, Crystal
Port Stanley
Huron-Perth
Beach, Daytona Beach,
Other SWO
Forks of the Credit,
Hamilton Halton
Not in SWO
Gananoque, Goderich,
Greater Toronto Area
Grey County,
Waterloo
Haliburton, Huntsville,
Brantford-Brant
Kingston, Lake Huron
coastline, Muskoka,
0
10
20
30
40
50
New Liskard, Niagara
Falls, Niagara On The
Lake, North Bay, Owen Sound, Paris, Parry Sound, Picton, Port Colborne, Port Severn,
Southampton, St. Marys, St. Jacobs, Stratford, Tobermory, Westport.
Respondents within
Ontario’s Southwest
Origin vs Destination (SWO)
Destination
Windsor-Essex
Port Dover
The survey helped
Sarnia-Lambton
identify distinctions in
Niagara
Oxford
the awareness levels of
Port Stanley
Norfolk
motorcycle-friendly
Port Burwell
Middlesex
destinations,
comparing motorcycle
London
Pelee
enthusiasts living in
Haldimand
Grand Bend
Ontario’s Southwest,
Elgin-County
Other SWO
compared to those
Chatham-Kent
originating from
Not in SWO
0
5
10
15
20
25
30
outside of the region.
While non-residents
were aware of Port Dover and Port Stanley, residents were equally aware of those destinations
but knew of Port Burwell, Pelee and Grand Bend, as well.
20
Ride vs. Destination
A caveat is offered on the topic of destinations in the realm of motorcycle tourism marketing,
which provides a challenge to professional marketers. On many occasions, through
conversations and survey responses, motorcycle enthusiasts will explain that their focus is “the
ride” or the experience side of the trip. While it has been documented on numerous occasions
that the motorcycle enthusiast is partial to a Zen-like experience while on their machine, the
fact remains that as a cohort they enjoy discussing the routes, communities, events and
businesses they have visited.
Motorcycle-friendly Tourism Product
The project developed a list of motorcycle-friendly tourism product including suggestions
provided by Destination Marketing Organizations (DMOs) and motorcycle enthusiasts, through
direct contact and online survey responses.
Interestingly, product identified by motorcycle enthusiasts often exists below the radar of some
of the DMOs, because it does not fit into the mainstream tourism product inventory. For
example, motorcycle enthusiasts very often prefer “mom-and-pop” coffee shops and diners that
do not normally identify themselves as tourism product or participate in programs delivered by
DMOs. However, motorcycle enthusiasts are very loyal to family-owned operations because
they offer good value and customer service.
The detailed list of motorcycle-friendly accommodations, places to eat and points of interest
will be provided in the Appendices.
The Ontario Tourism Marketing Partnership Corporation’s motorcycle tourism program for
2011 involves the mapping of motorcycle-friendly product along two pilot routes in Northern
Ontario (North Shore of Superior and Lake Temiskaming). A “ground assessment team” will
use a score
card of
several
questions to
determine the
motorcyclefriendliness of
the product.
Details on the
score card and
questions
were
requested
from OTMPC
staff.
21
Market-Readiness
There are a number of examples of market-ready motorcycle tourism businesses, events and
promotions that cater specifically to the motorcycle enthusiast. Several respondents indicated
that a business offering designated parking areas on pavement and pieces of wood for
kickstands are a first step toward embracing motorcycle tourism. Some examples reported:



Tim Hortons in St. Thomas has motorcycle parking with a metal strip so motorcycle
kick stands don’t sink into the pavement under the hot sun.
Mackies in Port Stanley provides motorcycle-designated parking.
The Best Western hotel chain offers a Ride Rewards Program (see opposite page, below
left) to encourage overnight bookings from the motorcycle market.
Suggestions for improvements from motorcycle enthusiasts included:
 Coat racks with shelves for helmets
 Storage areas for gear
 Rooms overlooking the parking lot
 Restaurant tables with window view of parking lot or motorcycle parking near patio
 Secure parking areas away from cars and trucks
 Washing area with pails, rags and soapy water, mentioned and/or provided at check-in
 Installing a sign or plaque reading “Motorcycles Welcome”
Respondents had positive comments for the communities of Port Dover, Port Stanley and
Grand Bend, explaining that welcoming business attitudes, motorcycle parking and other
friendly gestures go a long way to luring motorcycle enthusiasts. Asked to tell of a business that
“gets it” in terms of providing a motorcycle-friendly experience, survey respondents offered up
dozens of examples:
Within Ontario’s Southwest
Causeway Restaurant, Long Point
Dogs Nest Smokehouse Restaurant, Port Dover
Global Donuts, Sarnia
GT’s Restaurant, Port Stanley
Mackies, Port Stanley
On the Fringe, Port Dover
Parks Blueberries, Bothwell
Shooters, Amherstburg
Windjammer Inn, Port Stanley
Outside of Ontario’s Southwest
Albion Hotel, Bayfield
Anna Mae’s, Millbank area
Cedar House, Paris
Coffeehouse, Forks of the Credit
Jocko’s Motel, Calabogie
Park Hotel, Goderich
Southcoast Cookhouse, Port Colborne
Taylor Made B&B, Lions Head
Tim Hortons, Port Dalhousie
However, there are many businesses and communities that do not understand the motorcycle
market and may, to their detriment, be overpromising and under-delivering a product that is not
market-ready, or, may be opposing any consideration of the opportunity as an option.
Package Development
A key challenge to expanding motorcycle tourism marketing in Ontario’s Southwest will
include pressure to create vacation packages specific to motorcycle enthusiasts that can be
booked online.
22
The potential exists to increase the number of overnight stays for motorcyclists by promoting
getaway packages featuring Ontario’s Southwest branding to encourage longer stays and crosscounty visits, bolstered by cooperative advertising. Cross-promotion involving local businesses
to create these packages has the potential to strengthen relationships.
The first step toward package development, however, must include an active engagement of
stakeholders interested in pursuing this market.
The tourism industry (specifically accommodations, restaurants, communities and supply sector
such as motorcycle dealerships) will need to develop experiences that are of specific interest to
the motorcycle consumer, with feedback from riders. Only after these experiences are clearly
understood and reviewed can they be bundled into a “buyable” package.
Recommendation #1

It is recommended that the Southwest Ontario Tourism Corporation work with
Destination Marketing Organizations (DMOs) and partnerships such as Harley
Davidson / Best Western to develop relationships among market-ready motorcycle
tourism product and explore overnight packages on key motorcycle routes.
23
24
Target Market
Understanding the profile of a prospective customer is essential in targeting them for
purchasing goods and services. It is fortunate that so much research has been prepared in order
for the tourism promoters of Ontario’s Southwest to craft its plan for marketing to motorcycle
enthusiasts. However, it should be noted that this target market is very savvy, and resists the
notion that it is somehow special or different from other market segments.
“We’re normal people who just like motorcycles. There’s really nothing “to get”. We
all love good food, friendly service that everyone else wants when they spend their
money. When we’re out riding, we’re having the times of our lives. You won’t find a
happier bunch of customers to deal with and you might be surprised to see the tip a nice
smile and good service will get a server at a lunch stop. We remember those places and
go back … and tell others.”
– Comment from a motorcycle enthusiast in May 2011 survey
Motorcycle owners have expressed an interest in changing their perceived label as “biker” to
the friendlier name of “rider”. Labelling tourism products as “Rider Friendly” may be a
possible direction.
Data from the TAMS 2006 Canadian and U.S. Activity Profiles, a profile of the motorcycle
enthusiast is outlined below.
Domestic






The average Canadian motorcyclist is more likely to be male (62.6%) and either young
(18 to 24) or middle-aged (35 to 54). Motorcyclists are especially over-represented
among mature, single males. They are more likely to have a high school education or
less (40.4%).
Household incomes of motorcyclists are well above-average ($81,933), in fact, the fifth
highest of the 21 outdoor activity segments.
Motorcyclists were the fifth most likely to have taken a trip within their own province or
region (94.6%) of the 21 outdoor activity types.
In terms of out-of-country travel, motorcyclists were the fifth most likely to have taken
a trip to the Caribbean (24.4%), the eighth most likely to have visited Mexico (18.6%)
and the tenth most likely to have visited the United States (58.0%).
Motorcyclists were quite active in outdoor activities, participating more frequently than
non-motorcyclists in pursuits such as boating and swimming (67.9%, compared to
47.9% for non); wildlife viewing (50.8% vs 41.0%); hiking, climbing and paddling
(44.4% vs 33.7%); and fishing (33.0% vs 23.3%).
Culture and entertainment activities are important to motorcyclists while on trips, and
they participate more frequently than non-motorcyclists in shopping and dining (85.8%
vs 82.8%); historical sites, museums and art galleries (66.7% vs 58.0%); musical
concerts, festivals and attractions (45.6% vs 32.4%); and fairs and festivals (45.1% vs
37.5%).
25








While not travelling, motorcyclists are more physically active than non-motorcyclists.
They reported higher participating rates than non-motorcyclists in non-travel activities
such as swimming, cycling, working out, hiking, gardening, fishing and riding an ATV.
While not travelling, motorcyclists are more likely than non-motorcyclists to enjoy
going to bars with live bands, going dancing, attend sports events and rock concerts.
Motorcyclists are more likely to take self-guided same-day tours and to take scenic
countryside tours while on an overnight trip.
According to the Canadian average, motorcyclists most often go camping on trips, both
in public campgrounds and in wilderness settings.
Benefits sought by motorcyclists (versus non-motorcyclists) while on vacation are to get
a break from the day-to-day (72% vs 67%), to relax and relieve stress (70% vs 66%), to
create lasting memories (59% vs 52%), and to have a life with no fixed schedule (53%
vs 48%).
Motorcyclists are less demanding about their destination than non-motorcyclists,
considering it less important to feel safe in the destination (57% vs 66%), and care less
about the availability of low-cost package deals (20% vs 23%).
Motorcyclists have different views compared to non-motorcyclists in regard to
important destination attributes, including availability of camping (18% vs 13%), and
being at a place that is very different culturally than at home (11% vs 9%).
Motorcyclists are more likely to have their desired destination in mind (53.2% vs 48.3%
for non-motorcyclists) while planning their trip.
United States






26
American motorcyclists are more likely to be male (58.4%) and middle-aged (35 to 54).
Motorcyclists are especially over-represented among married adults with dependent
children at home. They are more likely to have post-secondary education (78.1%).
Household incomes of motorcyclists are somewhat above-average ($81,482).
American motorcyclists were more likely to have taken a trip within their own state
(90.8% vs 79.4% for non-motorcyclists) or to other states (95.2% vs 90.5%) within the
past two years.
In terms of out-of-country travel, motorcyclists were more likely than non-motorcyclists
to have taken a trip to Mexico (21.7% vs 13.3%), Canada (17.5% vs 14.5%) and the
Caribbean (15.1% vs 12.7%).
American motorcyclists were quite active in outdoor activities, participating more
frequently than non-motorcyclists in pursuits such as wildlife viewing (44.9% vs
34.6%); boating and swimming (41.7% vs 20.4%); hiking, climbing and paddling
(37.5% vs 23.0%); and fishing (34.1% vs 17.9%).
Entertainment activities are important to American motorcyclists while on trips, and
they participate more frequently than non-motorcyclists in shopping and dining (94.4%
vs 92.8%); fairs and festivals (74.4% vs 65.2%); amateur sporting events (49.1% vs
39.6%); zoos and aquariums (48.8% vs 45.5%) and historical sites, museums and art
galleries (46.2% vs 39.9%).








While not travelling, American
motorcyclists are more physically
active than non-motorcyclists.
They reported higher participating
rates than non-motorcyclists in
non-travel activities such as day
outings to parks and picnicking,
swimming, working out,
gardening, and fishing.
While not travelling,
motorcyclists are more likely than
non-motorcyclists to enjoy going
to local festivals and fairs,
gambling, bars with live bands,
dancing, sports events and rock
concerts.
Motorcyclists are more likely to
take self-guided and organized
same-day tours, as well as scenic
countryside tours while on an
overnight trip.
According to the American average, motorcyclists most often go camping on trips, both
in public campgrounds and in wilderness settings.
Benefits sought by motorcyclists (versus non-motorcyclists) while on vacation are to get
a break from the day-to-day (77% vs 71%), to relax and relieve stress (75% vs 71%), to
create lasting memories (62% vs 57%), and to enrich your relationship with spouse of
children (60% vs 55%).
Motorcyclists are less demanding about their destination than non-motorcyclists,
considering it less important to feel safe in the destination (67% vs 73%), and care less
about the availability of low-cost package deals (29% vs 32%).
Motorcyclists have different views compared to non-motorcyclists in regard to
important destination attributes, including availability of camping (16% vs 8%), and lots
of things for adults to see and do (50% vs 47%).
American motorcyclists have their desired destination in mind (57.6%) when planning
their trip, although they are slightly less committed than non-motorcyclists (58.2%).
27
28
Marketing Tactics
Avid motorcycle enthusiasts are sensitive to marketing efforts aimed at labelling them within a
demographic profile. Simplicity in design of a marketing plan may be the best route to
successful outcomes.
“Bikers very much dislike being targeted as a like demographic.”
– Comment from a motorcycle enthusiast in May 2011 survey
Currently, a number of communities within Ontario’s Southwest have embraced motorcycle
tourism and have implemented marketing tactics aimed at luring this target market to their
areas.

The Ontario’s South Coast Tourism Alliance (which
includes Haldimand County, Norfolk County and Elgin
County) has published two editions (including one
reprint of the second edition) of the laminated, pocketsize Cruise the Coast Map. The alliance also maintains
a website at www.cruisethecoast.ca and has attended
the Canadian Motorcycle Show in Toronto in January
for the past three years. The Cruise the Coast Maps are
very popular among individual motorcycle enthusiasts
and clubs. The alliance also operates a Cruise the Coast fan page on Facebook, which is
administered by Norfolk County. The Westmont Hospitality Group also partnered
with the alliance on the Map, website and email campaign, during which time they
launched a program targeted directly at riders featuring discounts on accommodations at
all their properties. The coupons were distributed online as well as at the Canadian
Motorcycle Show, where they attended as joint exhibitors. WHG also distributed maps
through its 15 properties across Ontario’s Southwest (not just within the three-County
area). The alliance has expressed willingness to continue to work collaboratively.

Norfolk County maintains an email list of 1,200-plus motorcycle enthusiasts who
subscribed to the service in 2008, when an attempt was made at Friday the 13th to
achieve a Guinness World Record for largest motorcycle parade in the world. Norfolk
County continues to communicate with these consumers via email on a periodic basis
throughout the year.

Oxford County promotes motorcycle tourism through its Ride Oxford web site
(www.rideoxford.ca) and map brochure.

Currently, the Ontario Tourism Marketing Partnership Corporation (OTMPC),
with funding from FedNor, primarily promotes Northern Ontario as a motorcycle
destination. The current website at http://rideontario.com/en/motorcycle includes
Windsor-Essex-Pelee as the “Southern Exposure” route on the motorcycle section of its
GoRide Ontario website. The route serves double-duty as a fall-drives route for
automobile tourists.
29
The recommended Motorcycle Tourism Marketing Plan for Ontario’s Southwest includes three
elements: a specialized map publication, an online presence using social media sites, and
supporting activities. This program is not expected to replace localized, inter-County or
provincial programs already in operation but will support and complement them.
Specialty Motorcycle Map
The success of the Cruise the Coast Map and other publications has led this report to
recommend creating a Motorcycle Map for Ontario’s Southwest, which will be very useful in
finding those off-highway, paved and twisty roads that are so popular among riders.
Content
The map will feature favourite motorcycle routes or “rides”, as well as preferred motorcyclefriendly places to eat, sleep and play. Using feedback from motorcycle enthusiasts themselves,
as outlined in this report, will help to make this map very relevant within its target market.
Motorcycle-friendly advertisers and sponsors can be included in the content.
Design Options
The original concept for an Ontario’s Southwest Motorcycle Map featured all routes and
associated tourism product in the region on one piece of paper, laminated (or printed on
waterproof, synthetic paper) and folded to a small pocket-sized collateral piece. After reviewing
the breadth of the content, further options have been developed for the consideration of the
Southwest Ontario Tourism Corporation.

Option A - The recommended option could include the design, printing and folding of
three motorcycle maps, with the region segmented into three blocks. Additional details
about motorcycle-friendly product or cooperative advertising and sponsorship could be
included in this design. The three-map package could be designed to fit into a simple
square folder with a flap.

Option B - A second option could include printing only one map, but featuring one half
of the region on one side, and the other half on the reverse. Very few details about
motorcycle-friendly product or cooperative advertising and sponsorship could be
included in this design.
With either option, Norfolk County has volunteered to design the map(s) and provide the
necessary digital files to the printer, subject to editorial coordination and support being
provided by the Southwest Ontario Tourism Corporation in terms of final routes, featured
product, advertising, sponsorship, etc.
Dimensions and Stock
The dimensions of the original map concept were 26½” by 11½” flat, folded to 3¾” by 3¾”. It
is recommended these dimensions be used, whichever of the design options is chosen. It is also
30
recommended that the type of material used for printing the map be light-weight, waterproof,
tear resistant and non-glare. A synthetic material may be a preferred option.
Distribution
Distribution of the map will include all motorcycle-friendly businesses and related tourism
product, as well as Destination Marketing Organizations (DMOs), visitor information centres
across the province, motorcycle clubs, sponsors and others.
Motorcycle Dealerships promote events and training sessions to bikers on a regular basis. A
starting point for many rides, the dealerships generally add in fun games and prizes. Motorcycle
Maps would be well received at these locations. There is potential for sponsorship from the
individual owners.
Charity rides in Ontario’s Southwest attract hundreds of riders from within local communities
and outside of the area because they want to support a particular cause. Many of the organized
clubs have annual charity rides or they go as a group to support several different rides. Bags for
charity ride participants filled with donated promotional items are handed out at registration.
Motorcycle Maps would be well received by charity ride organizers.
The Ontario Tourism Marketing Partnership Corporation (OTMPC) has agreed to distribute
Motorcycle Maps when exhibiting at future events.
Proposed Distribution Plan
Distribution Point
Featured Motorcycle-Friendly Tourism Product
Destination Marketing Organizations
Ontario Tourism Marketing Partnership Corp.
Visitor Information Centres across Ontario
Selected CAA offices in Ontario / AAA in U.S.
Motorcycle Clubs
Motorcycle Dealerships
Motorcycle Map Sponsors
Media Relations
TOTAL
Number of
Locations
50
9
1
200
25
40
25
10
1,000
Quantity per Total
Location
500
25,000
1,000
9,000
4,500
4,500
500
100,000
500
12,500
1,200
48,000
1,000
25,000
2,500
25,000
1
1,000
250,000
Recommendation #2

It is recommended that the Southwest Ontario Tourism Corporation publish a three-map
motorcycle tourism package (Option A) using the dimensions, stock and distribution
plan outlined in this report.
31
Web
To support the map
and to provide trip
planning assistance
to motorcycle
enthusiasts, an
Ontario’s
Southwest
motorcycleAn example of a motorcycle tourism website at motorcyclescotland.com
focused website is
recommended. The TAMS studies provide the following background:




Canadian motorcyclists rely on websites, advice from others, past experience and maps
to plan their trips. Compared to non-motorcyclists, they put slightly less weight on the
Internet, auto clubs and travel guidebooks such as Fodors.
In terms of using the Internet to plan, Canadian motorcyclists are more likely than
others to use a tourism website of a country, region or city (53.3% vs 49.7%) or a travel
planning/booking website (46.9% vs 45.7%). They were more likely to book
accommodation over the Internet (75.2% vs 69.2%). They are more likely to check
weather websites (66.7%) than non-motorcyclists (55.7%). Although they consulted
them slightly more often than a destination site, motorcyclists were less likely to use a
hotel website (54.7% vs 57.1%).
American motorcyclists rely on websites, past experience, advice from others, and maps
to plan their trips. Compared to non-motorcyclists, they put more weight on the Internet,
word of mouth, and visitor information centres.
In terms of using the Internet to plan, American motorcyclists are more likely than
others to use a travel planning/booking website (57.0% vs 55.6%), a hotel website
(55.6% vs 53.2%) or a tourism website of a country, region or city (38.5% vs 35.0%)
and to book accommodation over the Internet (79.6% vs 71.6%). They are more likely
to check weather websites (66.2%) than non-motorcyclists (58.2%), and travel websites
(54.7% vs 47.7%).
Content
The content of the website would mirror the content of the map, but also include additional
information about rider-friendly places to eat, stay and explore. The website would include
links to any motorcycle-specific web presence maintained by a Destination Marketing
Organization (DMO) in Ontario’s Southwest, as well as a link to the Ride Ontario website.
Design
The website should be designed for common web browsers for desktop computers, as well as
feature content specifically coded for mobile devices and smart phones. The website should
32
also be compliant with all regulations pertinent under the Accessibility for Ontarians with
Disabilities Act (AODA).
The Ontario Tourism Marketing Partnership Corporation (OTMPC) has reported that it is in
progress of developing a new Touring Route motorcycle tourism project including a new
website at www.gotourontario.ca (see current site, below left) with on-line tools developed by
consultants such as Esolutions Group of Waterloo, Ontario. Templates and toolkits will be
made available to destinations interested
in loading their motorcycle-friendly
product onto the system. For a number
of years, concern has been expressed by
destinations in Southern Ontario that
“the North” appears to get more
exposure on OTMPC motorcycle
marketing initiatives. Stakeholders from
Ontario’s Southwest interested in
motorcycle tourism should continue to
monitor this challenge and advocate for
change, as deemed appropriate.
Other Regional Tourism Organizations (RTOs) may be considering motorcycle tourism
websites, so consultations should occur with them, as well. Before securing the services of a
contractor to develop its website, Ontario’s Southwest should explore these opportunities in
more detail with OTMPC and other RTOs and incorporate them into any website design.
Recommendation #3

It is recommended that the Southwest Ontario Tourism Corporation consult with other
Regional Tourism Organizations (RTOs) and the Ontario Tourism Marketing
Partnership Corporation about collaborating and integrating content and functionality of
any motorcycle tourism website before proceeding with a plan to develop an on-line
presence for Ontario’s Southwest.
However, it is highly recommended that the budget for creating a website be allocated within
the current budget year so that Ontario’s Southwest can proceed quickly to implement plans if
they come to fruition.
Also, since trip planning by motorcycle enthusiasts is often effected by the weather, advertising
on a weather website may be advantageous. Allocating a small budget for this type of online
promotion is recommended.
Social Media
Social media sites such as Facebook, Twitter and TripAdvisor offer opportunities for
motorcycle tourists to spread the word about motorcycle-friendly product in Ontario’s
Southwest. Motorcycle clubs, dealerships, retail apparel stores and others all make use of social
media.
33
Competitive motorcycle tourism destinations are turning to social media to increase awareness
in the market. Bikeweek in Laconia, New Hampshire, for example, launched its Twitter and
Facebook accounts this year and currently boasts 8,000 friends for its June 2011 event.
Posting and monitoring social
media sites can be labour
intensive. Any direction to move
into this area should be fortified
by an assigned staff lead as well
as guidelines around
communications.
The benefits of connecting with
a specific audience are obvious.
Harley-Davidson’s Facebook
page (see right) allows instant
communication with 2.5 million
“fans”.
Smaller social media pages, such as Norfolk County’s Port Dover page (11,000 fans) or
Americade’s page (4,800 fans, lower right), allow for more personal, manageable interaction
with motorcycle enthusiasts.
The lack of a specific
motorcycle website for
Ontario’s Southwest should not
act as a deterrent to launch a
presence on social media sites.
Instead, existing websites of
motorcycle-friendly product
and Destination Marketing
Organizations (DMOs) can be
used to circulate content and
build an audience. Destination
Marketing Organizations (DMOs) could also provide suggestions for posts, such as the Top 3
Reasons to ride in their area. The DMO could then handle fulfillment of consumer enquiries for
local motorcycle-friendly product.
Recommendation #4

34
It is recommended that the Southwest Ontario Tourism Corporation assign social media
responsibilities to one of its staff, who will develop social media guidelines, a plan for
social media tactics, register with social media sites, and post content linking
motorcycle-friendly product and Destination Marketing Organizations, in order to
develop a base of consumers for future tactics.
Supportive Activities
Other activities supporting the primary tactics can be put in place in order to increase the impact
of the marketing plan.
Media Relations
Travel writers, including journalists and editors of motorcycle magazines should be targeted for
motorcycle tourism riding adventures in Ontario’s Southwest. This type of exposure is
necessary as media attention is currently focused at other regions of Ontario and North
America.
The Ontario Tourism Marketing Partnership Corporation (OTMPC) has reported that it is in
progress of developing printed materials for motorcyclists that will target motorcycle
enthusiasts in Montreal, Quebec, and Ottawa. This new direction provides an opportunity for
Ontario’s Southwest to explore these markets.
It would prove too costly for the Southwest Ontario Tourism Corporation to employ a media
relations staff person specifically for motorcycle tourism. However, if such a resource does
become available for general media relations, then motorcycle tourism should be included as a
prominent segment of the portfolio content.
Trade Shows
Motorcycle shows in Ontario run throughout the year. Many like-minded people spend their
day checking out the variety of motorcycle models for sale, the custom bikes on display and
making purchases of bike parts, and apparel. Organizations that run charity rides are set up in
one area offering ride details and registration forms. Destination Marketing Organizations
(DMOs) interested in attracting motorcycle tourism also purchase exhibit space at trade shows.
Trade shows provide an excellent distribution point for maps and other collateral pieces.

The Canadian Motorcycle Show is held each
January in Toronto in January. Approximately
60,000 motorcycle enthusiasts attend.
Currently the Ontario’s South Coast Tourism
Alliance, Oxford County and the Ontario
Tourism Marketing Partnership Corporation
(OTMPC) attend this event.

The Motorcycle Supershow is held annually in
Toronto in April, with approximately 25,000
motorcycle enthusiasts attending.

The Toronto Motorcycle Show is held
annually in Toronto in December. Show
attendance is approximately 40,000. This show
Example of promotional material
provided at Canadian Motorcycle Show
35
is organized by the same company that operates motorcycle shows in Vancouver
(34,000 attendees), Calgary (30,000) and Edmonton (33,000), as well as boating,
camping and sportsmen’s shows.

The Montreal Motorcycle Show is held annually in February, attracting
approximately 30,000 attendees.

International Motorcycle Shows are held across the United States annually. In 2011,
locations included the Detroit and Cleveland areas, as well as many other American
cities.
The Southwest Ontario Tourism Corporation should explore cooperative opportunities with
Destination Marketing Organizations (DMOs), the Ontario Tourism Marketing Partnership
Corporation, and other Regional Tourism Organizations (RTOs) to execute a presence at
motorcycle trade shows.
Advertising Opportunities
Advertising opportunities exist both in print and online to reach the motorcycle enthusiast. The
TAMS data provides further research on this market:








36
Canadian motorcyclists are less likely than others to read newspapers of all kinds.
Magazines are popular among Canadian motorcyclists, particularly auto and cycle
magazines (46.7% vs 12.4% for non-motorcyclists) and outdoor/sports magazines
(20.4% vs 12.6%).
In terms of television, science and nature programs (52.8% of Canadian motorcyclists
vs 43.6% for non), history programs (52.0% vs 41.5%) and sports shows (49.7% vs
43.2%) were preferred.
Canadian Motorcyclists tended to listen to more
radio, with modern rock, oldies and Top 40
preferred.
American motorcyclists are less likely than others
to read newspapers generally, but are more likely
than non-motorcyclists to consult the travel section
of a daily or weekend newspaper.
Magazines are popular among American
motorcyclists, particularly auto and cycle
magazines (49.1% vs 19.0% for non-motorcyclists)
and outdoor/sports magazines (20.6% vs 10.4%).
In terms of television, history programs (57.3% of
American motorcyclists vs 44.6% of non), science
and nature programs (47.5% vs 36.4% ), and travel
shows (35.2% vs 28.7%) were preferred.
American motorcyclists tended to listen to more radio, with modern rock, country and
Top 40 preferred.
Print advertising is expensive and needs to be explored more carefully. The following
publications, available at motorcycle dealerships, by subscription, on newsstands and online,
offer advertisers the opportunity to promote their goods, services and destinations.




Canadian Biker
Canadian Motorcycle Guide
Cycle Canada
GTA Motorcycle



Motorcycle Mojo
Motorcycle Times
Inside Motorcycles
Motorcycle Mojo is reported to be the first Canadian publication to introduce apps
(applications) for iPhones and iPad tablet devices.
The Southwest Ontario Tourism Corporation should explore cooperative opportunities with
Destination Marketing Organizations (DMOs), the Ontario Tourism Marketing Partnership
Corporation, and other Regional Tourism Organizations (RTOs) to insert advertising in thirdparty print publications.
Signage
Ontario’s Southwest could develop official signage or plaques for eligible motorcycle-friendly
local businesses. This signage could display signage at the entrance. A logo or plaque would
assist, over time, in developing an awareness of the location as motorcycle friendly.
However, as signage tends to have a much longer life than any publication or marketing tactic,
the terms and conditions related to the display of such signage should be clearly articulated
before it is provided to businesses. A monitoring system with an ability to remove signage
should also be implemented.
Alliances
Affinity Groups
Positive responses were received from motorcycle dealership owners to share in the
organization of promotions across Ontario’s Southwest. The retailers and their customers, with
many of them members of motorcycle clubs and organizations, have offered to share website
links to promote events and routes.
Maps should be made available to any motorcycle club and/or organizer of a charity ride.
Additionally, social media linkages between clubs and motorcycle-friendly product of Ontario’s
Southwest should be encouraged.
Others
Aligning Ontario’s Southwest marketing tactics with existing motorcycle-focused marketing
tactics of existing businesses can be very beneficial. The Best Western Hotel chain, for
example, has partnered with Harley-Davidson to create a Ride Reward Program. Any type of
motorcycle qualifies the Rider for free membership but Harley-Davidson owners receive
37
additional benefits. According to the May 2011 survey, only 11% of respondents were
members of the program. Ontario’s Southwest could assist this business in raising awareness of
its program.
The Rider Friendly Business Association (www.riderfriendly.ca) also
maintains a database of motorcycle-friendly tourism product. Ontario’s
Southwest should explore an alliance with this group.
Finally, it is extremely important the Southwest Ontario Tourism
Corporation align its efforts with motorcycle-friendly Destination Marketing
Organizations (DMOs), other Regional Tourism Organizations (RTOs) and
the Ontario Tourism Marketing Partnership Corporation (OTMPC).
Recommendation #5

38
It is recommended that the Southwest Ontario Tourism Corporation explore supporting
tactics such as media relations, trade shows, print advertising opportunities, alliances
and other activities to support the core motorcycle tourism marketing tactics, and that a
small budget be allocated toward this supportive programming.
Budget
The Southwest Ontario Tourism Corp. Board of Directors reviewed a draft budget for Phase 3 of the
Motorcycle Tourism Project early in 2011 before Phases 1 and 2 were completed.
PHASE 3 DRAFT BUDGET (February 2011)
 Print the map (based on in-kind design services from
Norfolk County)
 Launch the website
Phase 3
Cost
Coordinator
$4,500
Mileage
$500
Meetings
$1,000
Contracted Services
$140,000
Phase 3 Total
$146,000
Based on a review of the work completed in Phases 1 and 2, it is recommended that the Board review
budget options as outlined below.
Option 1



Continue original plan of producing one map and website
Budget for contract staff plus related expenses to ensure initiative is implemented
Add additional advertising tactics to promote outcomes
OPTION 1: PHASE 3 REVISED BUDGET
Temporary Project Coordinator Wages* (3 months) – Content Development
Meeting/Travel Expenses
Map Design (In-Kind Services provided by Norfolk County)
Map Printing (Proposed 250,000 copies of 1 larger map)
Website Development
Map Distribution
Web Advertising (Weather Network)
Other
TOTAL
*Could form part of responsibilities of positioned advertised in late May 2011
COST
$15,000
$3,000
$0
$120,000
$10,000
$5,000
$5,000
$3,000
$161,000
Option 2



Divide region into three sub-regions and design/print three smaller maps
As in Option 1, budget for contract staff and related expenses
As in Option 1, add additional advertising tactics to promote outcomes
OPTION 2: PHASE 3 REVISED BUDGET
Temporary Project Coordinator* Wages (3 months) – Content Development
Map Design (In-Kind Services provided by Norfolk County)
Map Printing (Proposed 250,000 copies of 3 smaller maps)
Website Development
Map Distribution
Web Advertising (Weather Network)
Other
TOTAL
*Could form part of responsibilities of positioned advertised in late May 2011
COST
$15,000
$3,000
$0
$225,000
$10,000
$5,000
$5,000
$3,000
$266,000
39
Annualized Budget
To continue this program on an annual basis, it is recommended that SWOTC create an annualized
program budget as follows.
MOTORCYCLE PROGRAM ANNUALIZED BUDGET
Project Coordinator Wages* (annualized) – Content Development
Map Design/Updates
Map Printing – Updates (create reserve for printing maps every two years)
Website Maintenance
Map Distribution
Web Advertising
Magazine Advertising
Trade Shows
Other
TOTAL
* Could form part of responsibilities of positioned advertised in late May 2011
40
COST
$50,000
$10,000
$10,000
$125,000
$10,000
$5,000
$10,000
$10,000
$25,000
$3,000
$248,000
Performance Measurement
The implementation of any motorcycle tourism programs within Ontario’s Southwest will need
to be predicated on an understanding of potential return on investment and the design and
tracking of performance measures to assess the success of the marketing tactics.
Return on Investment (ROI)
The importance of investing wisely in tourism programs is a key tenet of the Regional Tourism
Organization structure promoted by the Ministry of Tourism and Culture.
Motorcycle enthusiasts are known to spend more than the average leisure traveller. According
to Canadian Travel Survey data for Norfolk County in 2006, the average leisure traveller on a
day trip spent $30 per day and the average overnight traveller spent $87 per day. The 2008
survey of 1,632 motorcycle enthusiasts visiting Port Dover determined that daytrippers in the
motorcycle segment spent an average of $120 per day (four times the normal average).
Overnight motorcyclists spent an average of $199 per day (1.3 times the normal average).
Therefore, if the cost to attract the average motorcycle tourist is equivalent to the cost to attract
the average leisure traveller, then the return on investment in the motorcycle market is much
higher than the general attraction of leisure travellers.
Performance Measures
Southwest Ontario Tourism Corporation should prepare performance measurements for the
product development initiatives and marketing tactics it chooses to implement.
Examples of performance measures may include:



Number of overnight stays generated by a marketing tactic
Number of businesses involved in a cooperative marketing tactic
Number of individuals reached within a target market
41
42
Acknowledgements
This project was funded by the Government of Ontario.
The authors of this report would like to thank the Board of Directors and staff of the Southwest
Ontario Tourism Corporation and the volunteer members of the former Region 1 Transition
Networking Team, which initiated the project.
Assistance, guidance and support were greatly appreciated from staff at the Destination
Marketing Organizations across Ontario’s Southwest: Tourism Windsor Essex Pelee Island,
Tourism Sarnia-Lambton, Municipality of Chatham-Kent, Tourism Middlesex, Tourism
London, County of Elgin Economic Development and Tourism, Tourism Oxford, Norfolk
County Tourism and Economic Development, and Haldimand County Economic Development
and Tourism.
Tips, ideas and suggestions were also gratefully accepted from motorcycle enthusiasts,
representatives of motorcycle clubs, and owners of motorcycle-friendly businesses across
Ontario’s Southwest.
In particular, we would like to thank Mike Burdett, Jamie Holmes and George Knowles of
Bluewater Hogs, Michael Kirby of Southern Cruisers, Amanda Lynn Hare of Ride for Progeria,
Gail Brown and Sergeant John Patrick of Ride for Dad, Ed Stevens of the Middlesex Optimist
Club, Mickey Cvejich of Motorsport 1 Custom Accessories Ltd., Chuck Collins of Hully Gully
the Ultimate Toy Store, and Al McMillan and Sam Druyff of Norfolk County.
The work of Lang Research Inc. on behalf of the Ontario Ministry of Tourism, in regard to the
Motorcycling While on Trips TAMS Activity Profile Reports is acknowledged. Thanks also to
The Tourism Company and Forrest Marketing & Communications for their analysis contained
within Understanding and Attracting On-Road Motorcycle Tourism. Thanks also to Norfolk
County’s Tourism & Economic Development Division for the Economic Impact of Motorcycle
Tourism in Port Dover and Norfolk County Report and for access to motorcycle enthusiasts for
research purposes.
The participation of staff from the Ontario Tourism Marketing Partnership Corporation and the
Ontario Ministry of Tourism and Culture is also very much appreciated.
43
44
Appendices
1. Key Rides
a. Haldimand County to Port Stanley, via Port Dover
b. Oxford County to Grand Bend, via London, Nairn and Parkhill
c. Leamington to Wallaceburg, via Amherstburg and Windsor
d. St. Thomas to Point Pelee, via Rondeau
e. Other Suggested Rides
2. Motorcycle-Friendly Accommodations
3. Motorcycle-Friendly Food and Beverage locations
4. Motorcycle Dealerships within Ontario’s Southwest
5. Motorcycle Event Listings within Ontario’s Southwest
6. Samples of Charity Ride Information
7. Festivals & Events within Ontario’s Southwest
8. Rider Friendly Business Association Information / Belt Drive Betty
9. Hospitals near suggested routes
10. Motorcycle Survey Questions
11. Favourite Rides – Motorcycle Survey
12. Recommended Points of Interest – Motorcycle Survey
13. Favourite Motorcycle-Friendly Destinations – Motorcycle Survey
14. Businesses that “Get It” – Motorcycle Survey
15. Additional Feedback – Motorcycle Survey
16. Biker Slang
45

Ontario`s Southwest Motorcycle Tourism Report

Transcription

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