Aviva Tour of Britain brings more than £2m into Ribble Valley and Pendle

1 December 2015

Ribble Valley and Pendle received a £2.1m economic boost by hosting Stage Two of the Aviva Tour of Britain in September.

Stage Two, which was brought to Ribble Valley and Pendle by Pendle Council and Ribble Valley Borough Council, began in Clitheroe and finished in Colne on September 7.

Retailers, hotels and travel companies all reaped the benefits according to an independent analysis carried out on behalf of SweetSpot, organiser of the Tour.

The report compiled by data analysts, Frontline, highlights that an estimated 180,000 spectators attended the event, with 25% coming from outside the North West.

Other key findings include:
• 11% of visitors stayed overnight
• day visitors spent an average of £45.66 per group and overnight visitors spent an average of £72.24 per group on food and drink, entertainment, local travel, shopping and other activities
• The £2.1m extra expenditure has supported an estimated 28 full time equivalent jobs
• 38% came with their families
• 67% of spectators were inspired to cycle more often
• 91% described race as ‘very enjoyable’ and gave it a rating of 4.5 out of 5.

The race, described by Tour organisers as having the ‘most exciting finish of all of this year’s stages,’ was broadcast in 129 countries around the world.

It featured in the local, regional and national media, national cycling magazines and on local and regional television and radio.

Councillor Mohammed Iqbal, Leader of Pendle Council, said: “Bringing the Tour of Britain here proved to be a winning idea.

“It boosted the local economy, gave people a fantastic day out and raised our profile regionally, nationally and internationally.

 “Hosting and promoting the big race was a major operation which involved local residents, schools, community groups, organisations and businesses.

“The collaboration between us and Ribble Valley Borough Council was a real team effort.

“I hope it will have a lasting legacy through repeat visits and people feeling inspired to visit us after seeing the breath-taking aerial footage.

Ribble Valley Borough Council leader Stuart Hirst added: “The Tour of Britain was an ambitious undertaking by Ribble Valley and Pendle Councils, and our respective communities pulled out the stops to make the event a success.

“The event attracted a spectacular number of spectators and showcased the two boroughs to a national and international audience.

“As these figures show, we are reaping the benefits in terms of a significant economic boost and indications are that there have been repeat visits to our two boroughs from spectators, as well as visitor enquiries from across the world.

“Our thanks go to everyone who helped to make the event such a fantastic success.”

Brian Cookson OBE, President of the International Cycling Union, was Pendle Council’s head of regeneration for nine years and came back to Pendle for the big race.

He said: “The Tour of Britain race put Pendle and the Ribble Valley on the world stage as first-rate cycling destinations.”

Pendle Council and Ribble Valley Borough Council thank all of the local businesses which sponsored Stage Two and helped to make the event a huge success.

Nick Rudge, Managing Director at Welcome Cottages, headline sponsor of Stage Two, said: “We are already seeing the longer term benefits of welcoming Tour of Britain to Lancashire, with increased interest in holiday accommodation in the area.

“It was a truly fantastic event and we were extremely proud to join the local community and visitors in cheering on the riders as they passed through our beautiful region.”

Other sponsors include Boundary Mill, Farmhouse Biscuits, Carradice, Hope Technology and Barnfield Construction.

Carradice of Nelson, famous maker of bike bags which are sold around the world, celebrated its sponsorship of by making a limited edition bespoke bag – and sold out!

Owner and managing Director David Chadwick said: “It was fantastic to be a part of the Tour of Britain. It was a great day and very exciting to watch the finish in Colne.

“Seeing the crowds line the route and cheer on the cyclists on my doorstep is a moment I’ll cherish.”

Tour of Britain Race Director Mick Bennett said: “This year’s Stage Two of the Aviva Tour of Britain was a great success and a reflection of the hard work of Ribble Valley Borough Council and Pendle Council in bringing Britain’s premier road cycling event to their area. 

“The crowds in Clitheroe, Colne and on the route were among the largest and best we saw anywhere in 2015, so were are delighted by the positive impact of Stage Two on the two boroughs.”

Ruth Connor, Chief Executive of Marketing Lancashire, added: “Pendle Council and Ribble Valley Borough Council pulled out all the stops to host the Tour of Britain and show what they have to offer.

“This will have contributed greatly to the 153% and 116% increase in traffic to VisitLancashire.com’s Ribble Valley and Pendle pages respectively, experienced during August/September.”

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