September 2010 will see the official opening of a new coast to coast cycle route, The Way Of the Roses, which runs from Morecambe to Bridlington.
This will bring even more cyclists through our already popular rural areas, and people will be looking for welcoming places to stop for refreshments or spend the night, as well as a secure place to store their bikes.
Feedback from this market suggests that the provision of secure storage facilities, as well as the welcome given to groups of walkers or cyclists, are the most important factors in the customer experience – and the new cycling route should offer even more opportunities for local business to benefit from these groups.
With a big launch planned for September and coverage in the national press, this promises to be an exciting opportunity for tourism businesses located alongside or near the route.
“The rural areas of our district have always been popular with cyclists and walkers,” notes Lancaster City Councillor June Ashworth, cabinet member with responsibility for Tourism, “and any improvements rural-based tourism businesses can make to promote themselves and help visitors feel welcome and well-catered for, could bring valuable new business to their door.”
Financial support is currently available for rural businesses who wish to develop their business to attract these types of customers. Funding can be used for a range of initiatives, including the installation of secure cycle storage.
The Rural Development Programme for England (RDPE), jointly funded by the European Commission and the Department for Environment, Food and Rural Affairs, currently provides grants to eligible businesses, which can include accommodation providers, attractions and service providers.
• To find out if your business is eligible for a grant, contact Sharon McGuinness, Local Action Group (LAG) Development Officer, on 07875 185531 or email smcguinness@lancashire-ep.org.uk. Visit www.lancaster.gov.uk/tourism for further information.