Resort-Wide Mountain Bike Strategy

Success Story

Credit: Tourism Sun Peaks

The Challenge

With local competition heating up and explosive growth in the sport, Sun Peaks wanted to storm the podium and claim dominance as THE true pedal and gravity mountain biking destination. Wanting more than just new products and facilities in place, they wanted rider feedback on the trail product, service and experience improvements that Sun Peaks needed to make in order to truly pedal ahead.

Our Answer

Together with Larose & Associates, and McElhanney, Travel Local co-led a team that initiated the extensive community engagement of local and visiting riders as well as supporting businesses. A massive response and new research techniques paired to produce rich insight never before applied. The data pointed specifically to experience, service and product enhancements that would fuel a competitive advantage and support major trail enhancements, upgrades and expansion. The new focus also provided the compelling business case needed to justify a new rider campground, and central gathering place to build the riding culture that underpins all epic riding destinations.