The Sandstone Way Experience more than just a route!

By Duncan Wise, Northumberland National Park - Visitor Development & Marketing Manager

The History 2010 – Idea suggested to Ted Liddle by Vic Brown (JLAF) • Ted and Tyne Valley MTB moved the idea from concept to project • TVMTB researched a longer route between Berwick and Hexham • Route options ridden and tested by TVMTB • TL engaged landowners and wrote Business Plan 2014 – Northumberland National Park Authority led team to implement 1st phase of development - with just £32,000!

Copyright: Exmoor NNPA and University of Exeter

8 factors that need to be put in place for a route to become a product: 1) Route alignment and

infrastructure 2) Route signing (road) and / or

way marking (off-road) 3) Route support infrastructure 4) Business training, support

and engagement 5) Cycle route map 6) Website 7) Route monitoring (basic) 8) Sustainable route

management

Route • 120 miles long • Follows a natural sandstone ridge that crosses the County • Links 2 protected landscapes & 1 World Heritage Site • Starts and finishes at two market towns serviced by rail & main roads • Via Wooler, Rothbury and Bellingham • Aimed primarily at MTB users, along existing byways, bridleways, unclassified roads and quiet country lanes. • Waymarked from end-to-end • Can be ridden in 3 days ideally, or in a day!

Goods • Official Map - Designed and published by Northern Heritage Ltd, colour-coded route showing off-road sections with 10 optional day-ride loops from Market towns

£7.99

Goods • New Website - www.sandstoneway.co.uk created by CyclePAD Ltd with free gpx files, blog spot , Social Media, visitor payback, business listings, Map sales, etc. • Support Infrastructure – Cycle Pump at Shepherds Walk in Rothbury, Cycle Stands, Signage, etc.

Services • Route aligned to accommodation providers offering one-night stays • Businesses and communities encouraged to capitalise on the opportunities created • New business support network created, with more than 20 businesses e.g. luggage transfer companies, bunkhouses and cafes, bike hire outlets, bike taxis and tour operators, etc.

• Skedaddle’s brochure includes 4 images of the Sandstone Way – 30,000 distributed worldwide • 4-page feature on the SW in their ‘Skedaddlin’ coffee table book • Skedaddle organised 3 4-day tours in 2015, 3 more tours planned for 2016! • Skedaddle will donate 5p per mile per customer towards improvements to the Sandstone Way experience • Skedaddle will include a customer donation request on their booking form

Economic Impact The ‘rhythm and flow' determines 'available' time, opportunity, energy and propensity for ON-ROUTE SPEND Pre-visit: maps, clothing, equipment, advance bookings, tour operator, cycle hire etc. On-route: accommodation, meals, refreshment s, souvenirs, snacks etc Post -visit: T-shirt, books, repeat trips....

The Experiences •>£25k so far raised for charity • Cundall’s ride raised £1,000 • Excellent community spirit on social media/film clips on YouTube, Google alerts, etc • Trail Outlaws ran the Sandstone Way on 17th October ...I completed the route, including the Alwinton loop in just under 11hrs...I thoroughly enjoyed the day and I am sure that many people will enjoy this route - incredibly quiet roads and some lovely flowing off road sections with stunning Northumberland scenery. Rich Rothwell 24hr Endurance MBR

Managing the Sandstone Way

• Cycle Northumberland • The Sandstone Way Management Group (informal): • Monitoring – Quantity (counters) • Monitoring – Quality (route condition, visitor books, blogs) • Ongoing Business Engagement • Income generation via Visitor Payback • Encouraging support from business sponsorship e.g. Tomlinson’s Bunkhouse & Cafe and Skedaddle

5 Elements of Cycle Route Management: 1) Signage 2) Maps 3) Marketing 4) Monitoring 5) Maintenance

Next Steps • To‘bed-in’ The Sandstone Way • Continue to invest in infrastructure improvements • Continue to invest in business development • Carry out and Economic Impact Assessment on the value of the Sandstone Way to the local economy

Berwick-Upon-Tweed: Fingerpost (3 arms), cycle route panel, 3 bike toast rack, double cycle-box, work stand, bike pump, design costs = £6,000 Wooler: Fingerpost (3 arms), cycle route panel, 3 bike toast rack, double cycle-box, work stand, bike pump, design costs = £6,000 Rothbury: Fingerpost (2 arms), cycle route panel, 3 bike toast rack, double cycle-box, work stand, design costs = £3,500 Bellingham: Fingerpost (2 arms), cycle route panel, 3 bike toast rack, double cycle-box, work stand, design costs = £3,500 Hexham: Fingerpost (3 arms), cycle route panel, work stand, bike pump, design costs = £3,500

Thank You!

Duncan Wise Northumberland National Park Visitor Development & Marketing Manager T: 01434 611521 E: duncan.wise@nnpa.org.uk