The Sandstone Way Experience more than just a

The Sandstone Way Experience more than just a route! By Duncan Wise, NNPA Visitor Development & Marketing Manager

• Northumberland National Park designated in 1956 • One of 15 UK National Parks • Includes Hadrian’s Wall World Heritage Site • 31 SSSIs, 6 SACs, 1 Ramsar, 3 National Nature Reserves • 1100 km of Public paths and bridleways incl. The Pennine Way & Hadrian’s Wall Path National Trail • Long-distance Cycle Routes include: Hadrian’s Cycleway, Pennine Cycle Route, Reiver Route • International Dark Sky Park (Gold Tier)

People don’t always remember the views, but they do remember their experiences!

The History 2010 – Idea suggested to Ted Liddle by Vic Brown (JLAF) • Ted with members of Tyne Valley MTB club moved the idea from concept to project • TVMTB researched a longer version between Berwick on Tweed and Hexham • Route options ridden and tested by TVMTB • TL engaged landowners and wrote Business Plan 2014 – NNPA led project team to implement 1 st phase of development.

Copyright: Exmoor NNPA and University of Exeter

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 -4 days ideally, or in a day!

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

Goods • New Website www. sandstoneway. co. uk created by Cycle. PAD 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 reflected local business accommodation for one-night stays • Talking to businesses and communities en route to encourage them to realise the opportunities being created • New Business Support Network • To date, more than 20 businesses including luggage transfer companies, cafes, bike hire, bike taxis and tour operators have associated with the Sandstone Way

• 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 • In 2016, will be donating 5 p per mile per customer towards improvements to the Sandstone Way experience • will include a customer donation request on their booking form

Economic Impact The quality of ‘rhythm and flow' whilst on a cycle ride has a direct correlation to 'available' time, opportunity, energy and propensity for ON ROUTE SPEND and ultimately for satisfaction and enjoyment levels Rhythm and Flow' can be described as rate of progress in relation to the number of stops and starts during available cycling time or journey.

The Experiences • >£ 25 k so far raised for charity • Cundall’s ride raised £ 1, 000 • Excellent community spirit on social media/film clips on You. Tube, Google alerts, etc • Trail Outlaws running the Sandstone Way on 17 th October. . . I completed the route, including the Alwinton loop in just under 11 hrs. . . 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 24 hr Endurance MBR

Managing the Experience • Cycle Northumberland • The Sandstone Way Management Group: • Monitoring - Quantity • Monitoring – Quality (visitor books) • Future Business Engagement • Visitor payback mechanisms • Ongoing business awareness and training • Business sponsors e. g. Tomlinson’s Cafe & Skedaddle

Next Steps • To‘bed-in’ The Sandstone Way • Invest in the infrastructure • Invest in the Business development • Economic Impact Assessment Challenges • Maintaining the collaborative spirit of partners and stakeholders • Waymarking - continuous monitoring and attention • Lack of finance and restrictive funding criteria • Goodwill fatigue • Need more cafes en route!