The Recreational Bicyclist

Adventure vacations, which includes mountain biking and off-road and on-road touring has grown in popularity in the last five years. According to the Travel Industry of America, more than 27 million travelers have taken biking vacations in the past five years, making it one of the most popular outdoor vacations in America, third only to camping and hiking. With a network of over 3,000 miles of trails suitable for all kinds of cycling, Wisconsin has plenty to offer the novice cyclist as well as the expert rider. The trails, terrain and scenic beauty of Wisconsin make this state one of the nation's premier biking adventure settings.

      Recreational bicycling is important to the local economies of Wisconsin communities. A study conducted by the Department of Tourism on the Elroy-Sparta State Trail, La Crosse River Trail, the 400 State Trail, and Great River Trail provide evidence that cycling visitors spend an average of $26 per person per day. The vast majority of cyclists stay an average of three nights in paid lodging accommodations, dine in area restaurants, shop in local stores, and visit area attractions and museums.

More key findings:

•  Most of the cyclists surveyed resided in Wisconsin, Illinois, Minnesota and Iowa and were experiencing the trails for the first time.

• Cyclists were most likely from the baby-boom generation, with an average age of 45. They typically traveled in a foursome with a combination of family and/or friends, yet most traveled without children under the age of 18 in their groups.

• Almost two-thirds of the cyclists made the trip specifically to bike on area trails. For trail information they relied primarily on Wisconsin tourism publications, recommendations from family and friends, State Park guides, and the Internet.

• 77% of the cyclists were on an overnight trip away from home, staying an average of 3 nights in the area. Recreational cyclists reported their lodging choices included hotel/motels, tent camping, RV camping, or B&Bs. These overnight visitors were older and relied on Wisconsin tourism publications and the Internet for trail information.

• Day visitors were predominately Wisconsin residents traveling with children.

• Wisconsin's biking enthusiasts were long-range planners with 26% planning their trip at least a month in advance, 28% planning it one to three months in advance and 12% planning it four or more months out.

• Six out of ten cyclists were experiencing their first ride in the area. For those who had biked in the area before, they had experienced the trail an average of three times.

• Most of the first-time visitors were slightly younger, traveling overnight from out-of-state and brought family members that included children under the age of 12. For trail information, they relied on word-of-mouth recommendations and the Internet. These cyclists were also more inclined to visit area museums.

• Wisconsin's biking enthusiasts gave high satisfaction ratings to their overall cycling experience.

Marketing to recreational cyclists

• Communities adjacent to trails should consider cross-promoting the trails as four-season destinations since there is a correlation among hikers, cyclists, cross-country skiers and other multi-season silent sports enthusiasts.

• Most trail guests were non-locals or from out-of-state. Communities along these trails should consider promotional and public relations partnership opportunities in Chicago, the Twin Cities, Iowa and Michigan.

• Restaurants, retail shops, attractions and other area businesses have a vested interest in promoting the nearby trail system as many recreational cyclists stay overnight in the communities and supplement their biking experience with shopping, dining, and sight-seeing. Packaging opportunities, such as discounted coupon books for lodging accommodations, shopping and dining may entice guests to stay a little bit longer.

• Exceptional customer service goes a long way in promoting a destination and "spreading the word." Most biking guests relied on word-of-mouth recommendations about Wisconsin's trail system and communities.

• Ensure that the recreational cyclist has access to plenty of refreshments - both food and drink.

• Scenic trail postcards available at various points on the trail are a way for guests to communicate with family and friends about the good time they are having on their biking vacation.

• Consider media outlets such as Silent Sports, Wisconsin Trails, Cross Country Skier, Windy City Sports-Chicago, Twin City Sports, or Chicago Amateur Athlete for advertisement placement that will reach the silent sports enthusiast.

• Place posters or flyers in area businesses that cater to the silent sports enthusiasts enticing them to bike on area trails.

Department programs available to assist marketing efforts

• Conduct a direct mail campaign using the Department's Label Program targeted to visitors who have previously requested the Wisconsin Biking Guide, Wisconsin State Parks Visitor Guide or Fall/Spring Samplers.

• Similar to the Label Program, the Department's E-Mail Address List Rental Program can provide e-mail addresses of potential travelers who have previously requested specific Wisconsin tourism publications. Like a direct mail piece, an electronic newsletter can inform potential travelers about special trail and biking events, fall color reports, community events surrounding the trails or special discounted coupons.

For more information on this research, contact Sue Hamilton at 266-6792.