Waterfront Trail and Greenway News

An Ezine Produced by the Waterfront Regeneration Trust

The waterfront municipalities of Lake Ontario and the St. Lawrence River, Conservation Authorities and community groups*
MapArt* DunMap* Niagara Region Integrated Community Planning Department*
Holcium (formerly St. Lawrence Cement)

August/September 2010

In this issue:
1. Great Waterfront Trail 2010 Results from the Participant Survey
2. Ian Lobb, Tour Director Relocating to British Columbia
3. Ontario Bike Summit (September 20-21) Register soon!

Special features:
GWTA 2010 Photos by Goh Ihromoto
(Photos are available to Waterfront Partners for use on websites etc., email mk@wrturst.com for information)
Read Toronto Star Wheels Editor Mark Richardson's articles on the GWTA. [The link directs you to a blog that has the text for the July articles listed below]
Cycling vs. cars: 730 km grind opened my eyes--Published Saturday, July 17, 2010 on W32 with photos
Why do you ride a bicycle?--Published July 24, 2010 on W31 with photos
Cyclists aren't leaving and add Editor to ranks-- Published May 29, 2010 W16

Cooling off in Johnstown
Mayor McDonell at the Closing ceremonies in South Glengarry; note the Waterfront Trail Chain of Office
City of Kingston Bike Corral--Best Innovation of 2010!
Beautiful country roads
Photos published with permission of Goh Ihromoto.
--

GREAT WATERFRONT TRAIL ADVENTURE (GWTA) PARTICIPANT SURVEY RESULTS

95% agree that the Waterfront Trail offers wonderful holiday opportunities

95% great experience on GWTA will lead them to consider other cycling holidays

68% will return to visit communities in the next year

81% strongly agree that the Waterfront Trail is important to Lake Ontario's regeneration; 14% agree

86% will use the Waterfront Trail more oftern; 54% will consider commuting

Approximately $73,000 spent by participants in accommodations and food

Despite an intense heat wave, the GWTA 2010 was a tremendous success and continues to serve the waterfront partners as an innovative public engagement and promotions program. According to some of our experienced riders, one of the GWTA's unique strengths is the way the communites are involved. So thank you to all the community volunteers, staff and sponsors, who make this event possible. Thank you to the many Mayors and Councillors who came out, often on a bike, to meet the group. One participant wrote in his/her survey comments that what he most liked about the GWTA was meeting "locals who cared ... Meeting the mayor of Grimsby on his bike - made the North Service Road bearable". Mayor Jim McDonell served as a wonderful Honorary Tour Director--and as someone only recently rediscovering the pleasure of cycling he served as an inspiring role model to the 51% who had never done this kind of thing before.

One of the 51% is Mark Richardson, Wheels Editor for the Toronto Star and husband to Wendy Sommerville a three-time veteran of the GWTA. He wrote three major pieces on the Adventure and a daily blog covering the GWTA this year, and in doing so brought the story of the Trail and the experience of cycling it to a brand new audience. A quote from his final entry is below, but you can read the full blog and stories by visiting http://thestar.blogs.com/wheels_world/2010/07/index.html.

But at the end of it all, there’s no feeling like the accomplishment of a long bicycle ride. While anybody can steer a car or twist a grip, it’s proof to yourself that you can accomplish something extraordinary. It takes effort and determination more than fitness and strength, and if the route is chosen carefully, as this Waterfront Trail was, it can repay you with experiences you can find no other way: riding through wetlands and forests and green pathways next to Lake Ontario and alongside the Saint Lawrence River with no other sound than the crunch of fine gravel and the whir of a thin chain. Pausing along the way to see scenery that you feel that you’re sharing, rather than encroaching upon.

The GWTA is building the Waterfront Trail's reputation as a wonderful holiday experience not just in Ontario, but in Quebec and even as far away as New Zealand. This summer the WRT met with a senoir staff member from the Quebec Ministry of Transportation as he and a group of friends and colleagues cycled the Waterfront Trail. GWTA participants in Sudbury have written articles on the Adventure for their local paper, the folks from New Zealand are promoting Waterfront Trail in their country. The GWTA has been an effective way to start the “word of mouth” branding the Waterfront Trail needs. "Team Quebec" wrote:

I want you to know that 4 weeks later we are still talking about this trip not only between ourselves but to anyone how wants to hear us talk about it, and there are a lot of people believe me. It was such a great memorable trip with such beautiful scenery that we just can't get over it.

Anyway the main purpose of this email is just to let you know that between the 6 of us, the "Team Québec" members as we like to call ourselves, there are to date some 20 to 25 people we talk to that are almost certain to go on the next GWTA. So what you guys are doing for the Waterfront Trail; getting people to know about it, use it, bringing tourism over, the development of it, it's working !!!

We survey participants to gain an understanding of who comes and what they think of the GWTA, the Waterfront Trail and the businesses and accommodation and attractions along the way. You'll see in the results below that the GWTA is an new beginning for many who attribute their positive experience on the Adventure as the reason that they will use the Trail more often, commute by bike more often and become more involved in waterfront issues. Below is a highlight of results:

204 registered for end to end
36 registered for 2 to 4 day options or Family Day
42% aged 45 to 54
7% aged 19 and under
48% come from the GTA
52% come from outside the GTA
47% signed up with family
51% first time participating in an organized multi-day tour
32% have participated in the GWTA previously
51% recreational cyclists
83% had a great time; 16% had a good time
55% GWTA exceeded expectations; 43% GWTA met expectations
94% will recommend the GWTA to others
95% great experience on GWTA will lead them to consider other cycling holidays
95% agree that the Waterfront Trail offers wonderful holiday opportunities; 68% will return to visit communities

SPENDING ON ACCOMMODATIONS, FOOD and SERVICES
22% spent 8 nights in a hotel or B and B spending about $36,000
44% spent one or more nights in a hotel and camped the remaining days spending about $7,200
56% spent $25 to $44 per day on food for a total between $23,000 and $40,000
10% spent over $45 per day on food
35% spent $25 to $100 on bike supplies, services and apparel
23% spent $25 to $100 on gifts and other items

As one participant stated "the best innovation in 2010 was the day-time 'bike corrals.' Participants and communities both benefitted tremendously when the former spent time (and money) with the latter. Kingston and Brockville were hugely successful as a result.The GWTA should allocate a centre each day with a bike corral to keep people from bolting ahead and giving those communities the added economic impact."

MEAL PLAN
97% found it easy to find meals in towns where the meals were "on your own"
62% bought the meal plan; 56% rated it excellent or very good for quality and value

NON-CYCLING TRIPS AND ACTIVITIES
71% say inclusion of additional non-cycling activities enhanced your experience.

WATERFRONT TRAIL
53% rate the Trail as "very good" for cycling; 19% rate it as "excellent"; 22% rate it as "good"
65% rate the Trail as well-marked; however we received many comments from participants pointing out areas where signage was needed. The Scarborough section of the Waterfront Trail was mentioned frequently. The City of Toronto has since corrected the major problem with the signage along this stretch.
54% feel very safe; 46% feel somewhat safe
75% feel safe riding on a cycling lane
97% feel safer cycling on secondary roads if there is a paved shoulder

FUTURE USE OF THE TRAIL
86% GWTA prompt them to use the Trail more often
54% "very likely" to consider commuting as a result of GWTA; 23% "somewhat likely"

This is the third and final year of the pilot program funded by the Ontario Trillium Foundation. We have learned a great deal during the three years of organizing the GWTA. We know that in addition to serving as cost-effective promotional campaign, we have encouraged greater daily use of the Trail, and ignited people's interest in the waterfront. We have reached out to many new community partners and local businesses along the Trail. We expect that 2011 will see some changes to the GWTA to achieve financial sustainability for the program.

2011 overnight communities have been selected, though we are still finalizing some of the details and expect to announce the new route in the next ezine.

GOODBYE TO IAN LOBB, TOUR DIRECTOR EXTRAORDINAIRE

Ian Lobb has been an outstanding tour director for the Great Waterfront Trail Adventure. In 2008, he brought valuable experience and confidence to a new program and in doing so set the stage for the wonderful success we have enjoyed. He created a corps of volunteer guides to support the ride and help create the warm sense of community that envelops the GWTA. Ian and his young family are moving to British Columbia at the end of this month. Deeply committed to the GWTA and the Waterfront Trail, Ian has offered to stay in touch to offer sound advice and encouragement and of course, he'll promote the GWTA 2011 to his new community. Thank you so much Ian; we will miss you.

ONTARIO BIKE SUMMIT AND CYCLE TOURISM

Be sure to register for the Second Annual Ontario Bike Summit, September 20 - 21 in Burlington. Share the Road has lined up an exciting program for participants and the Minister of Transportation will address the group on some of the policy changes that are needed to faciltiate Ontario's move towards becoming bike-friendly.

The WRT and Bike Train are participating to host Celebrate Cycling Celebrate Ontario a slide show presentation showcasing the excellent cycling experiences available such as the Windsor Bike Train and the Great Waterfront Trail Adventure. We will be holding a draw for an end to end registration in the 2011 GWTA and Bike Train tickets.

For the tourism operators and promoters, cycling represents a new way to market and revitalize offerings that may seem dated, or reveal “hidden gems” that have become for various reasons forgotten. If Ontario succeeds at identifying and promoting quality cycling experiences, it has a great opportunity to tap into two lucrative cycling tourism markets, the USA and Quebec.

According to the League of American Bicyclists, $46.9 billion is spent on meals, transportation, lodging, gifts and entertainment during bike trips and tours.

In Quebec, in 2000, the annual amount spent by cyclists travelling on the Route verte totalled $95.4 million. In 2005, bicycle tourists spent $83 a day, more than other tourists’ average of $66.

Back in 2005, the WRT worked with Velo Quebec to set the stage to connect the two provincial trails. Driving the work was the recognition by both organizations that connecting the trails would open the Ontario and Quebec cycling markets to each other.

Cheers!

Marlaine Koehler, Executive Director
Vicki Barron, Director of Administration and Regeneration


The Waterfront Regeneration Trust
372 Richmond Street West, Suite 308
Toronto, Ontario M5V 1X6

Tel: 416-943-8080

Email: info@wrtrust.com

Visit http://www.waterfronttrail.org to download 77 online colour maps of the Waterfront Trail, from Niagara-on-the-Lake to Brockville!

Thank You to our Supporters!:

• CIBC
• The Lake Ontario waterfront municipalities, conservation authorities and community groups
• The Ontario Trillium Foundation
• The Heart and Stroke Foundation
• MapArt
• Dunmap
• Niagara Freewheelers Bicycle Touring Club
• Regional Niagara Bicycling Committee