The Value of the Watersports Economy in North Devon

Transcription

1 The Value of the Watersports Economy in North Devon July 2009

2 Acknowledgements This study would not have been possible without the help of watersports businesses, watersports clubs and local agencies who invested much time and effort in committing to the project. Finally, North Devon+ is very grateful to all focus groups participants for providing further qualitative information for this research, without which this study would not have been possible. Interviews carried out by Sophie Price and Isabelle Bromham Data Analysis conducted by Liz Abell Report written by Liz Abell and Isabelle Bromham This research was made possible with funding from: Disclaimer Whilst North Devon+ has made every attempt to ensure the accuracy and reliability of the information contained in this document, the results and conclusions presented are not necessarily definitive, comprehensive or current. This report represents the findings, views, opinions and conclusions of the research team only, based upon information provided from third parties. North Devon+ does not guarantee the accuracy of, nor endorse the views and opinions by any third party content provider. North Devon+ accepts no liability for decisions or actions taken as a result of this study.

3 CONTENTS 1. Introduction Background Methodology a. Interviews...2 b. Focus Groups...2 c. Desk Research...3 d. Study Area Results Summary of Results Recommendations...23 Appendix A Appendix B Appendix C Appendix D Appendix E Economic Survey Marine Leisure Sector Focus Groups Desk Research Research Map Letters to businesses

4 Introduction North Devon + was successfully accepted to take part in a 3 year (January 2009 January 2011), Trans-national Interreg IVB project NEA2, in December The project is co-ordinated by the Conseil General de Bretagne and comprises of 23 partners from the UK, Ireland, France, Spain and Portugal. NEA 2 aims to develop a competitive and sustainable watersports sector within the Atlantic Area, which differs from what is done in this domain in the international arena by its exemplary implementation, by delivering: economic innovation and performance, protection and development of the environment, quality of life and social cohesion. NEA 2 aims to develop trans-national cooperation based on sustainable development of every aspect of the Marine Leisure sector. Within the project, each area will focus on one or more issues that are common to the partnership, but are of relevance to the area. In North Devon, the intention is to focus on the strategic sustainable development of the sector and to extend the focus to the development of wider activity watersports sectors. Background The main purpose of this study is to provide a quantitative and qualitative assessment of the value of the watersports economy in North Devon. A key focus for North Devon + is for our region to be an attractive and vibrant place to live, learn, work and visit, based upon a high quality environment and a prosperous and sustainable economy. One important, but under-researched sector in the Northern Devon area is the marine leisure industry. It is only recently, following the recent research study into the Economic Value of Surfing in Northern Devon, that the significance of this sector became apparent. In order to understand more about the industry, research was undertaken in January 2009 to assist with the area s participation in the NEA2 project. This survey was devised to explore the nature of businesses that are associated with the watersports industry, both directly and indirectly, in Northern Devon. The aim was to gather together some preliminary information that would be used to shape the ongoing Nautisme Espace Atlantique (NEA2) pan-european project. The information covered the types of businesses that link themselves to the watersports industry, their main products and services, the nature of their links to watersports and an indication of the economic value of this association. Methodology Initially a database of businesses was constructed, sourced from the Market Measures database held at Devon Renaissance and supplemented with databases 1

5 held by North Devon+. The data was cross-checked and analysed and the database refined down to approximately 300 businesses. A letter was sent to every business introducing the Nautisme Espace Atlantique project and explaining the purpose of the survey. A copy of this letter is attached at Appendix A. Businesses were invited to participate in the survey, and were informed that they would be contacted by telephone to take this forward. Any business that did not want to participate responded to the letter to request their details were removed. Around 50 businesses asked to be removed from the database. Of the remaining businesses, a further 40 businesses were removed as they were not identified as the target respondents for the survey, and the remaining database of 209 businesses was used to pull together the survey sample. The sample was constructed to ensure that all types of businesses were represented and that the geography of the area was covered as effectively as possible. Interviews Each business was contacted initially by phone and asked to assess their linkages to the watersports industry. For those businesses that identified that their business was dedicated to watersports, arrangements were made for a face to face interview. For all other businesses a telephone interview was carried out. The interview was modular, with the businesses only asked the modules that were relevant to their business. A copy of the survey is attached at Appendix A. The results of the interviews were compiled into a database and analysed using SPSS. This report was then prepared as a briefing document covering the main results of the survey work to enable further discussion and development of the project to take place. 94% of the businesses that responded were prepared to make further contributions to the watersports project, but involvement with workshops, steering group meetings etc would be subject to being able to take time away from their businesses in all cases. Focus Groups Following on from the quantitative results of the survey, local businesses, watersports clubs and agencies who had participated in the first stage of the research were invited to a focus group/workshop evening to explore further some of the key findings as well as to identify gaps and opportunities in the sector. Furthermore, feedbacks from the focus groups will help improve the planning and design of the new project with the overall aim to develop a watersports strategy for North Devon. A copy of the Focus group question is attached at Appendix B. 2

6 Desk Research A range of relevant national, regional and local policy documents were reviewed in order to assess whether or not the Marine Leisure sector, and in particular the Nautisme Espace Atlantique project and its actions would fit strategically with future environmental and economic development in the region (see Appendix C). Study Area The main study area for this project is the Northern Devon Coast, stretching from the North of Bude Welcombe Mouth, to Forland Point near Lynton/Lynmouth taking all of the North Devon AONB. This area was selected on the basis that most watersports in North Devon are practised along coastal waters. However, other significant watersports such as canoeing, wakeboarding and sailing are also practised on the Taw and Torridge estuary and fishing on smaller inland lakes. For this reason, the study area stretches inland from South Molton to Holsworthy (see Appendix D). Responses Rates and Sample All of the businesses that were contacted by telephone agreed to participate in the survey, and in total 67 telephone and face to face interviews were conducted. The interviews took between 15 minutes and 1 hour to carry out. This is a breakdown of their links to watersports: Business Type Frequency Percent My business does not link to watersports directly My business has links to watersports but they are not critical The watersports industry is very important to my business Watersports are important for my business My business is dedicated to watersports Total The majority of businesses surveyed were dedicated to watersports, at 51%, but all businesses covered recognised an association with the industry. 3

7 57 of the businesses were located in North Devon and 10 in Torridge, and the nature of their activity is shown below. Type of Business North Devon Torridge Total Clubs Retailer of watersports products Manufacturer of watersports products Watersports courses / tuition Other watersports services Accommodation Provider Food & Drink Other Products and services Several of the businesses had several arms to their activity, so the total shown in the table below exceeds the overall total of 67 businesses. For each activity delivered by businesses, a module of the survey was presented. Overall the businesses employ 260 permanent and 520 seasonal staff (both FT and PT), as shown below: No Staff Ave No per Business Permanent FT Staff Permanent PT Staff Seasonal FT Staff Seasonal PT Staff Seasonal staff play an important role in the labour force for the watersports related businesses, as would be expected. Important Note Whilst the survey is representative of the nature and experiences of watersports related businesses in Northern Devon, some of the data included in this report is commercially sensitive and the small sample size means that many of the results cannot be considered statistically significant. As a result extreme caution should be used in the use of this data. There are some headline results that are suitable for wide usage, and these are indicated in the text as bold and underlined. 4

8 Survey Results Business Turnover The majority of the businesses were small in terms of turnover. Nationally the average annual business turnover in 2007 was 597k 1 whilst 60% of the businesses in the survey were turning over less than 250k annually. Frequency Valid Percent Cumulative Percent Up to 49k k k k k m - 4.9m Total Businesses that chose not to respond 20 In total, however, the turnover of these businesses is significant, at approximately 25m per annum. Businesses reported on the proportion of their income that was derived from watersports related products and services, as shown below: Frequency Valid Percent Cumulative Percent None Less than 25% % - 50% % - 75% % - 99% % Total Not answered 13 For 76% of the businesses, over half of their turnover was derived from watersports related products and services. 2 When the proportion of watersports 1 Source: Office of National Statistics, SME Statistics

9 related turnover is multiplied up by the actual turnover figures, these businesses specifically identify 18m of turnover as being directly related to watersports products and services. When the sample is considered in the context of the overall database of businesses, the following estimate can be made: 47 businesses responded to both the turnover and derived turnover questions. The total watersports related turnover for these businesses is estimated at 18m. The total number of watersports related businesses in the database is /47 x 18,000,000 = 80m Therefore it can be estimated that watersports related products and services directly contribute 80m to the turnover of businesses in the Northern Devon economy. Staff Training 48% of businesses surveyed trained some or all of their staff in the 12 months up to the survey date. The nature of training provided is shown below: Basic skills ICT Management skills Specialist busines skills /Sales marketing Finance Other There was no interest in training staff in higher level or management skills, and in fact the other skills were most commonly the training selected. When businesses were asked to explain this in detail, the majority of businesses cited statutory training such as first aid training, and on the job training specific to their business. 2 The businesses that reported no turnover from watersports products and services were typically businesses that enjoyed a location frequented by watersports participants but did not sell products directly related to the sports themselves. 6

10 Business Accreditation 40% of businesses are part of an accreditation scheme. The accreditations ranged from sport related licenses and memberships, to tourism star rating schemes and a Green Tourism Business Scheme, with one or two accredited to more general business standards such as Investors in People. 7

11 Environmental Attitudes and Policies Businesses were asked to rate their views on environmental issues and the results are as shown: Frequency Valid Percent Cumulative Percent Not at all concerned Slightly concerned Very concerned Total Not answered 6 67% of businesses were very concerned about environmental issues. When asked whether they hold a current environmental policy, 52% reported that they do, and a further 21% stated that they have a policy that they recognise needs updating. Other research carried out by Devon Renaissance 3 shows that across all sectors, 43% of businesses in rural Devon either have a current environmental policy or plan to set one up in the next year. In comparison there was a higher level of environmental awareness, concern and policy development amongst the watersports related businesses. Further to this, 53% were happy to share their ideas on environmental issues with other similar businesses. Of the businesses that either don t currently have a policy or whose policy needs updating, 81% were interested in having some help to set one up. This provides a clear opportunity for NEA to support networking activity within the sector. Accommodation Providers Between the 19 individual accommodation businesses 4, they supplied: 10 campsites 4 holiday parks 7 B&Bs 13 Self catering accommodations In total these accommodation businesses provided over 6,500 bed spaces, over 10,500 tent pitches and just under 9,000 camper van spaces. 3 Source: Devon Renaissance Business Survey Some businesses offered more than one type of accommodation 8

12 When asked about access for disabled guests, no businesses reported that all of their accommodation was fully accessible, but for 79% of the businesses, some or most of their accommodation was accessible for disabled guests. Overall these businesses estimated that 170,000 guests stayed in their accommodation during % of businesses reported that over half of their guests stayed in their accommodation, at least in part, for the watersports opportunities. When this figure is multiplied against their reported number of guests, it can be estimated that 149,000 guests stayed in their accommodation at least in part for the watersports opportunities. 90% of accommodation providers place watersports information in all of their accommodation. The majority offer some sort of special facilities for guests who take part in watersports: 68% offer outdoor showers 47% offer watersports equipment storage 26% offer transport to and from sporting locations 47% include watersports related media (books, DVDs, etc) in their accommodation Other special facilities included a drying room, and daily surf forecast. For the accommodation sector 32% of respondents provided watersports activities arrangements for guests, mainly surfing, swimming and angling. 83% of these businesses reported that their guests took up these opportunities. In spite of this strong relationship with watersports, 44% of the businesses either omitted watersports from their marketing materials entirely, or mentioned it only in passing. Only 3 businesses made watersports a main feature of their marketing materials. Food and Drink Businesses Within the 9 food and drink businesses 5, there were: 6 licenses restaurants 1 pub 5 cafés 6 takeaways Between them they provided 675 covers, and reported that they had served over 450,000 customers (including repeat customers) in All of the businesses were at least partially accessible for disabled people. 5 Some businesses had more than one branch or operation 9

13 89% of businesses reported that at least some of their customers visited the business because of the watersports opportunities locally, and when multiplied up against the reported number of customers, it can be estimated that 72,500 customers visited these businesses because of the watersports opportunities locally. Two thirds of theses businesses featured watersports heavily in their marketing materials. Other Watersports Related Products / Services Three other businesses responded to the survey, offering boat charter for surfing, wildlife watching, watersports photography, sunset trips and beachside cinema. Between them they reported 700 customers. All of these businesses operated a website and all advertised in local papers. Other Products and Services This category of businesses included fisheries, guides to the area and a watersports related festival. Between them, they reported over 32,000 customers annually. All of these businesses reported that some or all of their customers visit the business because of its link with watersports. All of them focussed their marketing materials on watersports. 10

14 Watersports Clubs The survey covered: 3 surf clubs 2 surf lifesaving clubs 2 pilot gig clubs 2 canoe/kayak clubs 1 sub aqua club 1 kite buggy club All but two are members of a national body, and 78% of the clubs offer some activities for disabled members. Almost all the clubs meet weekly, with just one meeting monthly. Between them, they have 975 members. A significant proportion of these members are school children, with 105 primary age members, and 311 senior age members. The key member benefits offered by clubs are shown below: Social events Competitions Professional development Watersports training Watersports facilities Ticket purchase Equipment hire National/International links Subsidised equipment Other 56% of the clubs were aware of the Atlantic Coast Watersports Games prior to participating in the survey. 11

15 Watersports Equipment Rental 10 of the businesses that responded to the survey offered rental of watersports equipment. Between them they covered 7 distinct rental products as shown below: 7 businesses rented out surfboards 6 rented out wetsuits 3 rented out bodyboards 2 rented out kayaks 2 rented out watersports accessories 1 rented out fishing tackle and equipment 1 rented out skim boards The scale of their rental activities during were explored in more detail: Equipment Type Total Number for all businesses Average per business Bodyboard No of Bookings No of Customers Fishing rods, nets, chairs & umbrellas No of Bookings No of Customers Kayaks No of Bookings No of Customers Skim boards No of Bookings No of Customers Surfboards No of Bookings No of Customers Wetsuits No of Bookings No of Customers In total, these rental businesses reported that they served 3,650 customers in of the 10 businesses offered special concessions for under 16s, whilst 4 offered no concessions, and the final 2 did not permit under 16s to rent out equipment at all. Typically the types of concessions offered were discounts, although some of these were conditional on higher levels of purchase. 6 The businesses renting out accessories did not respond to this question 12

16 2 of the businesses had adapted equipment available for disabled customers. These items were a customised wetsuit suitably for physically disabled customers, and a larger surfboard. None of the businesses purchased their rental equipment from within Devon. The breakdown of the sources of different types of equipment is shown below: Purchased from Devon SW UK Europe World Total Bodyboards Kayak Rods Surfboards Wetsuits Total The main reason for these purchasing decisions was price, although quality was also an important factor in deciding where to source wetsuits and surfboards for rental purposes, and reliability was a key concern for businesses renting out kayaks. All the businesses marketed their services in some way, and the main marketing strategies employed by the businesses are shown below: Website Advert outside premises Online booking Other None of the businesses opted to place adverts, either in local, specialist or general publications, nor to place adverts on radio or TV. Of the other methods employed by the businesses, word of mouth recommendations were dominant, 13

17 but some businesses also advertised with the Tourist Information Centre, carried out leaflet drops and included advertising on their vehicles. The businesses were split in their views about the best form of marketing between boards outside their premises, web presence and word of mouth promotion. 14

18 Watersports Equipment Sales 14 of the businesses that responded to the survey sold watersports equipment. Between them they covered 12 distinct products: 8 businesses sold surfboards 8 sold watersports accessories 7 sold fishing / angling equipment 2 sold wetsuits 6 sold bodyboards 3 sold kayaks / canoes Other items included waveskis, paddleboards, skimboards and surf lifesaving boards The scales of their sales activities during 2008 were explored in more detail: Total Number for all businesses Average per business Accessories No of Sales No of Customers Angling / fishing No of Sales No of Customers Bodyboards No of Sales No of Customers Clothing No of Sales No of Customers Kayaks No of Sales No of Customers Multiple No of Sales No of Customers Paddleboards No of Sales No of Customers Surf lifesaving boards No of Sales No of Customers Surfboards No of Sales No of Customers Waveski No of Sales No of Customers Wetsuits No of Sales No of Customers

19 In total, these businesses reported that they made sales to 19,400 customers in of the businesses had some sort of loyalty scheme in place, typically offering 10% discounts for local or regular customers, although for some businesses this was an informal arrangement. 6 of the businesses also offered special concessions for under 16s, on some of their lines, offering up to 10% further in discounts. Only one business offered adapted equipment suitable for disabled customers, and this was an adapted fishing rod. Only two of the types of equipment were purchased from within North Devon, with the majority of all equipment sourced from outside of Europe. The breakdown of the sources of different types of equipment is shown below: Purchased from Total North Devon SW UK Europe World Accessories Angling / fishing Boards Bodyboards Canoes Clothing Kayaks Own brand clothing Paddleboards Surf lifesaving Surfboards Waveski Wetsuits Windsurfing sails Total For the majority of businesses the main reasons for their purchasing decisions were to do with price and quality. One other key factor was the reputation and brand recognition of the products they selected. Only one business reported that they did not carry out any marketing. Of the other businesses the main marketing strategies are shown below: 16

20 Website Online sales Advert in specialist publicatiosn Advert outside premises Advert in /local general publications Radio / TV advert Other Websites and online sales were key marketing strategies for the majority of businesses, and advertising was much more prevalent among these businesses than for the rental operations. Again the main other strategies were leaflet drops and word of mouth recommendations. Views were divided about the most effective means of marketing the businesses, but web presence was considered highly effective by many of the businesses, followed closely by word of mouth promotion. 17

21 Watersports Equipment Manufacturing 5 manufacturing businesses responded to the survey, all of them offer retail sales, with 3 servicing the wholesale market. Between them they offered the following products: 2 manufactured standard surfboards 2 manufactured waveskis 1 manufactured surf lifesaving boards 1 manufactured open ocean boards 1 manufactured dinghies 1 manufactured kayaks 1 manufactured watersports clothing 5 manufacturing businesses responded to the survey, all of them offer retail sales, with 3 servicing the wholesale market. Between them they manufactured the following products in 2008: Clothing Number sold Average Price 9 Total Value 1,260,000 Dinghies Number sold 40 Average Price 6,000 Total Value 240,000 Kayaks Number sold Not given Average Price 1,600 Total Value N/A Open ocean boards Number sold 30 Average Price 1,500 Total Value 45,000 Surf boards Number sold 30 Average Price 400 Total Value 12,000 Surf lifesaving boards Number sold 20 Average Price 1,500 Total Value 30,000 Waveski Number sold 70 Average Price 1,025 Total Value 71,750 In total the businesses manufactured 1.65m of watersports equipment. It is important to note that this is an under-representation of the total value of 18

22 watersports equipment manufactured in Northern Devon as it is only a small sample of the total industry. One manufacturer offered concessions for under 16s, but did not specify what the concessions were. Two of the businesses offered adapted equipment for disabled customers, specifically manufacturing waveskis adapted for users with only one leg. All of the manufacturers operated websites, with 3 of them offering direct online sales. Adverts in specialist publications were a key part of their marketing, along with attendance at trade shows. The web was considered the most effective form of marketing. 19

23 Watersports Courses 11 businesses provided tuition in watersports. The type of sports they taught are shown below: 8 businesses offered surfing tuition 4 businesses offered kayaking tuition 2 businesses offered coasteering tuition 2 businesses offered wakeboarding tuition 2 businesses offered sailing / yachting tuition 1 business offered angling tuition 1 business offered powerboating tuition 1 business offered water-skiing tuition 1 business offered windsurfing tuition Provision of each of the types of tuition in 2008 is considered below: Angling / Fishing Individual lessons: 20 lessons; ave cost 35 per lesson; total 700 Coasteering Individual lessons: 300 lessons; ave cost 19 per lesson; total 5,700 Schools lessons: 12 lessons; ave cost 6 per person; ave size 6 people; total 432 Group lessons: 30 lessons; ave cost 19 per person; ave size 6 people; total 3,420 Kayaking Individual courses: 10 courses; ave cost 670 per course; total 6,700 Schools lessons: 40 lessons; ave cost 3.30 per person; ave size 8 people; total 1,056 Group lessons: 34 lessons; ave cost per person; ave size 6 people; total 6,038 Powerboating Individual lessons: 9 courses; ave cost 15 per lesson; total 135 Sailing / Yachting Individual lessons: 16 lessons; ave cost 60 per lesson; total 960 Schools lessons: 40 lessons; ave cost 3.30 per person; ave size 8 people; total 1,056 Group lessons: 34 lessons; ave cost per person; ave size 6 people; total 6,038 Surfing Individual lessons: 7,944 lessons; ave cost 17 per lesson; total 135,048 Individual courses: 139 lessons; ave cost 47 per lesson; total 6,533 Schools lessons: 98 lessons; ave cost 3.10 per person; ave size 18 people; total 5,468 20

24 Schools courses: 3 courses; ave cost per person; ave size 18 people; total 697 Group lessons: 588 lessons; ave cost per person; ave size 6 people; total 58,212 Wakeboarding Individual lessons: 345 lessons; ave cost per lesson; total 11,903 Water-skiing Schools lessons: 2 lessons; ave cost not given; ave size 10 people; total unknown Windsurfing Individual lessons: 6 lessons; ave cost 80 per lesson; total 480 Across all of these businesses, the revenue from the tuition amounted to 250,500. Again this is an indicative figure and is an under-representation of the total value of watersports tuition in the area. Most of the businesses operated websites with online booking systems. Most of the businesses also advertised both in specialist publications and in the local press, with two using radio / TV adverts. Posters and leaflet drops were also widely used, and one business reported that they marketed their business through presence at the university. Overall the web was rated as the most effective means of marketing. 21

25 Overall Summary of Results 67 businesses were surveyed altogether, representing just over one third of the businesses that are directly linked to watersports in Northern Devon. Key findings from the survey were as follows: 780 staff were employed by these businesses, leading to an estimate of over 2,000 staff employed in watersports related jobs across the area Most businesses turned over less than 250k, compared with the national average of 597k The total turnover for the surveyed businesses was approximately 25m, of which 18m was specifically identified as being directly related to watersports products and services This can be estimated as 80m watersports related turnover across the area Business demonstrated a higher level of environmental awareness, concern and policy development than was found in other sectors It is estimated that 149,000 guests stayed in surveyed accommodation providers in Northern Devon for the watersports opportunities* Watersports did not feature heavily (or in some cases at all) in publicity materials for the accommodation providers The surveyed food and drink businesses benefited from 72,500 customers because of their proximity to watersports opportunities* 11 watersports clubs reported 975 members*, around half of which were schoolchildren Watersports equipment rental businesses reported that they served 3,650 customers in 2008*, but none of them purchased their equipment in Devon, primarily for reasons of price Watersports equipment retailers reported 19,400 customers in 2008* Watersports equipment manufacturers reported 1.65m of products (sales price)* Revenue from watersports tuition amounted to 250k for surveyed businesses in 2008.* *These figures are estimates of the figures for the surveyed businesses and are therefore under-representations of the total value to the local economy. In summary it can be concluded that the watersports sector has an important role to play in the economy of northern Devon, employing over 2,000 staff and generating an estimated 80m turnover. By stimulating this sector, the overall economy of the area could benefit significantly. 22

26 Recommendations This research forms part of the process in understanding the sector and the importance it has on the area in terms of socio-economic development and environmental protection. The findings clearly showed that the marine leisure sector is a powerful tool for stimulating the North Devon local economy. North Devon is well placed to be at the forefront of developing a low carbon economy through the marine leisure sector. This research clearly demonstrates the commitment from businesses to protecting the environment and the measures they already have in place to minimise their impact on natural resources. It is important to also remember that the Nautisme Espace Atlantique project (NEA2) seeks to work in partnership with different Atlantic Coastal regions, to look at common issues and opportunities in the sector and to develop and deliver measures which will benefit all partners involved. Given the feedbacks acquired through the questionnaire survey and the two focus groups, future participation in developing an action plan for the sector was well received. In the light of this result the following next steps have been identified: Dissemination event Inform the sector of research findings open discussions with private, public and voluntary sectors Deliver workshop themes to identify key priorities for the sector- business growth, infrastructure, policies and environment Identify steering group members to become pro-actively engaged in delivering identified key actions for the sector Particular areas of work Business innovation Explore new business ideas for the sector, with particular reference to environmental technology in the manufacturing of watersports equipment Good Environmental Practices Identify means of improving the sector green credentials and developing environmental awareness schemes and campaigns to visitors and residents Promotion, Marketing Watersports website for North Devon to be developed and maintained by the sector. Watersports Green trails 23

27 Appendix A: Economic Survey North Devon Marine Leisure Sector NEA2 Project February 2009

28 About Your Business (pre-filled check and complete any missing details) Company Name Nature of business SIC code Address Contact Name Phone number Website Q: How important are watersports to your business? Categorisation of businesses Business Category Survey Examples My business does not link to N/A watersports directly My business has links to watersports but they are not critical Tel (1) Art gallery displaying some watersports photography The watersports industry is very important to my business Watersports are important for part of my business My business is dedicated to watersports Tel (1) or FTF (2) Tel (1) or FTF (2) FTF (2) Hotel beside marina Surf clothing shop General retailer also selling bodyboards Surfboard manufacturer Sailing instructor Wetsuit shop Reference: Outdoor Watersports Definition in the Context of the Nautisme Espace Atlantique (NEA2) programme. We are interested in all outdoor watersports; on the water, in the water or underwater. Sea: Free-diving, sub aqua diving, snorkelling, swimming, surf lifesaving, surfing, kite surfing, sea kayaking, sea canoeing, parasailing, rowing, sailing, skim boarding, stand up Paddle boarding (sweepers), wakeboarding, gig racing, water skiing, windsurfing, yachting, coasteering, bodyboarding, jet skiing, sand yachting, kite buggying, angling / fishing Lake: water skiing, windsurfing, wakeboarding, parasailing, canoeing, kayaking, rowing, sub aqua diving, jet skiing, sailing, swimming, angling / fishing River: canoeing, kayaking, white water rafting, angling / fishing

29 Canals: boating, angling / fishing Estuary: Jet ski, kite surfing, windsurfing, sailing, water skiing, wake boarding, para sailing, yachting and power boating, angling / fishing 1. Telephone Survey: Do you have 5 more minutes available now to answer some short questions about your business and your links to the watersports sector? If yes, continue with relevant sections of survey PART ONE ACCOMMODATION PART TWO FOOD & DRINK PART THREE OTHER PRODUCTS PART FOUR OTHER SERVICES PART ELEVEN - GENERAL INFORMATION If no, arrange alternative time to call 2. Face to face survey: Arrange time to meet and discuss relevant sections of survey PART FIVE WATERSPORTS CLUB PART SIX WATERSPORTS EQUIPMENT RENTAL / HIRE PART SEVEN WATERSPORTS EQUIPMENT SALES PART EIGHT WATERSPORTS EQUIPMENT MANUFACTURING PART NINE WATERSPORTS COURSES PART TEN WATERSPORTS SERVICES e.g. tourist information, surf forecasting PART ELEVEN - GENERAL INFORMATION

30 Nautisme Espace Atlantique TELEPHONE SURVEY PART ONE ACCOMMODATION 1a. What is the nature of your accommodation ( as many as apply): Campsite Self catering accommodation Holiday Park Hotel B&B/Pub 1b. How many people can be accommodated at a time? (write in number) How many bed spaces are there? How many spaces for tents? How many spaces for camper vans? 1c. Is your accommodation fully accessible for disabled guests? ( one) Not at all accessible Some parts are accessible Most of the accommodation is accessible All of the accommodation is accessible 1d. Please estimate how many guests stayed in your accommodation during 2008 (write in number) 1e. What proportion of guests do you estimate stay with you, at least in part, for the watersports opportunities? ( one) None Between ½ and ¾ Less that ¼ More than ¾ Between ¼ and ½ All 1f. Do you provide advice to guests on watersports opportunities? ( one) We put information on watersports in all our accommodation We put information on watersports in some of our accommodation We provide information if requested We don t offer advice services to guests 1g. Do you have any special facilities for guests who take part in watersports? Outdoor shower Watersports equipment storage Transport to and from sporting locations Watersports related books, films, magazines etc in your accommodation Other (please specify) 1h. Do you offer to organise watersports activities for your guests? ( one) No ( 1j) Yes ( 1h) 1i. Which watersports activities do you organise/book for your guests? ( as many as apply) Sea: Free-diving, sub aqua diving, snorkelling, swimming, surf lifesaving, surfing, kite surfing, sea kayaking, sea canoeing, parasailing, rowing, sailing, skim boarding, stand up Paddle boarding (sweepers), wakeboarding, gig racing, water skiing, windsurfing, yachting, coasteering, bodyboarding, jet skiing, sand yachting, kite buggying, angling / fishing

31 Nautisme Espace Atlantique TELEPHONE SURVEY Lake: water skiing, windsurfing, wakeboarding, parasailing, canoeing, kayaking, rowing, sub aqua diving, jet skiing, sailing, swimming, angling / fishing River: canoeing, kayaking, white water rafting, angling / fishing Canals: boating, angling / fishing Estuary: Jet ski, kite surfing, windsurfing, sailing, water skiing, wake boarding, para sailing, yachting and power boating, angling / fishing 1j. What proportion of your guests used this service during 2008? None Between ½ and ¾ Less that ¼ More than ¾ Between ¼ and ½ All 1k. Do you use watersports in your marketing materials? ( one) No We include some pictures / reference but it is not a key marketing tool Our marketing clearly features watersports The main element of our marketing is watersports

32 Nautisme Espace Atlantique TELEPHONE SURVEY PART TWO FOOD & DRINK 2a. What is the nature of your business ( as many as apply): Licensed restaurant Food / drink retailer Unlicensed restaurant Take-away Pub / inn Other Café 2b. How many covers are there? (write in number if applicable) 2c. What license restrictions are there for your business, such as timings, capacity, etc? (write in details if applicable) 2d. Is your business fully accessible for disabled customers? ( one) Not at all accessible Some parts are accessible Most of the business is accessible All of the business is accessible 2e. Please estimate how many customers were served in your business during 2008 (write in number; one customer two visits = 2) 2f. What proportion of guests do you estimate visit your business because of the watersports opportunities locally? ( one) None Between ½ and ¾ Less that ¼ More than ¾ Between ¼ and ½ All 2g. Do you use watersports in your marketing materials? ( one) No We include some pictures / reference but it is not a key marketing tool Our marketing clearly features watersports The main element of our marketing is watersports

33 Nautisme Espace Atlantique TELEPHONE SURVEY PART THREE OTHER PRODUCTS 3a. What is the nature of your business? 3b. Please estimate how many customers your business had during 2008 (write in number) 3c. What proportion of customers do you estimate visit your business because of its link with watersports? ( one) None Between ½ and ¾ Less that ¼ More than ¾ Between ¼ and ½ All 3d. Which watersports do you link to? ( as many as apply) Sea: Free-diving, sub aqua diving, snorkelling, swimming, surf lifesaving, surfing, kite surfing, sea kayaking, sea canoeing, parasailing, rowing, sailing, skim boarding, stand up Paddle boarding (sweepers), wakeboarding, gig racing, water skiing, windsurfing, yachting, coasteering, bodyboarding, jet skiing, sand yachting, kite buggying, angling / fishing Lake: water skiing, windsurfing, wakeboarding, parasailing, canoeing, kayaking, rowing, sub aqua diving, jet skiing, sailing, swimming, angling / fishing River: canoeing, kayaking, white water rafting, angling / fishing Canals: boating, angling / fishing Estuary: Jet ski, kite surfing, windsurfing, sailing, water skiing, wake boarding, para sailing, yachting and power boating, angling / fishing 3e. Do you use watersports in your marketing materials? ( one) No We include some pictures / reference but it is not a key marketing tool Our marketing clearly features watersports The main element of our marketing is watersports

34 Nautisme Espace Atlantique TELEPHONE SURVEY PART FOUR OTHER SERVICES 4a. What is the nature of your business? 4b. Please estimate how many customers subscribed to / benefitted from your services during 2008 (write in number) 4c. What proportion of customers do you estimate use your service because of its link with watersports? ( one) None Between ½ and ¾ Less that ¼ More than ¾ Between ¼ and ½ All 4d. Which watersports do you link to? ( as many as apply) Sea: Free-diving, sub aqua diving, snorkelling, swimming, surf lifesaving, surfing, kite surfing, sea kayaking, sea canoeing, parasailing, rowing, sailing, skim boarding, stand up Paddle boarding (sweepers), wakeboarding, gig racing, water skiing, windsurfing, yachting, coasteering, bodyboarding, jet skiing, sand yachting, kite buggying, angling / fishing Lake: water skiing, windsurfing, wakeboarding, parasailing, canoeing, kayaking, rowing, sub aqua diving, jet skiing, sailing, swimming, angling / fishing River: canoeing, kayaking, white water rafting, angling / fishing Canals: boating, angling / fishing Estuary: Jet ski, kite surfing, windsurfing, sailing, water skiing, wake boarding, para sailing, yachting and power boating, angling / fishing 4e. Do you use watersports in your marketing materials? ( one) No We include some pictures / reference but it is not a key marketing tool Our marketing clearly features watersports The main element of our marketing is watersports

35 Nautisme Espace Atlantique FACE TO FACE SURVEY PART FIVE WATERSPORTS CLUBS 5a. Which watersports does your club cover? ( as many as apply) Sea: Free-diving, sub aqua diving, snorkelling, swimming, surf lifesaving, surfing, kite surfing, sea kayaking, sea canoeing, parasailing, rowing, sailing, skim boarding, stand up Paddle boarding (sweepers), wakeboarding, gig racing, water skiing, windsurfing, yachting, coasteering, bodyboarding, jet skiing, sand yachting, kite buggying, angling / fishing Lake: water skiing, windsurfing, wakeboarding, parasailing, canoeing, kayaking, rowing, sub aqua diving, jet skiing, sailing, swimming, angling / fishing River: canoeing, kayaking, white water rafting, angling / fishing Canals: boating, angling / fishing Estuary: Jet ski, kite surfing, windsurfing, sailing, water skiing, wake boarding, para sailing, yachting and power boating, angling / fishing 5b. How many members do you have? (write in number) 5c. Is your club a member of a national body? 5d. What proportion of your members are at secondary school (11 to 16)? None Between ½ and ¾ Less that ¼ More than ¾ Between ¼ and ½ All 5e. What proportion of your members are at primary school (up to 11)? None Between ½ and ¾ Less that ¼ More than ¾ Between ¼ and ½ All 5f. Are your club s activities fully accessible for disabled members? ( one) Not at all accessible Most of the activities are accessible Some activities are accessible All of the activities are accessible 5g. How regularly does your club meet? ( one) Weekly or more often Every two months Fortnightly Less frequently Monthly Not applicable 5h. What are the key membership benefits of your club? ( as many as apply) Watersports facilities Professional development Equipment hire ( PART SIX) e.g. coaching skills Watersports training ( PART NINE) Access to competitions ( 5h) Social events, e.g. regattas, dances National / international links Subsidised equipment Other (please specify) Ticket purchase, e.g. national events 5i. Are you aware of the Interceltic and Atlantic Games, which will be held in Portugal this year? Yes No (share information)

36 Nautisme Espace Atlantique FACE TO FACE SURVEY PART SIX WATERSPORTS EQUIPMENT RENTAL / HIRE 6a. Which watersports do you hire equipment for? ( as many as apply) Sea: Free-diving, sub aqua diving, snorkelling, swimming, surf lifesaving, surfing, kite surfing, sea kayaking, sea canoeing, parasailing, rowing, sailing, skim boarding, stand up Paddle boarding (sweepers), wakeboarding, gig racing, water skiing, windsurfing, yachting, coasteering, bodyboarding, jet skiing, sand yachting, kite buggying, angling / fishing Lake: water skiing, windsurfing, wakeboarding, parasailing, canoeing, kayaking, rowing, sub aqua diving, jet skiing, sailing, swimming, angling / fishing River: canoeing, kayaking, white water rafting, angling / fishing Canals: boating, angling / fishing Estuary: Jet ski, kite surfing, windsurfing, sailing, water skiing, wake boarding, para sailing, yachting and power boating, angling / fishing 6b. In the last 12 months approximately how many bookings were made for each type of equipment, and how many customers did this equal? e.g. rental of a 2 person kayak would be 1 booking, 2 customers Type of Equipment No of Bookings No of Customers 6c. Do you offer any special concessions for under 16s? (write in details) 6d. Do you have any adapted equipment available for disabled customers? (write in details)

37 Nautisme Espace Atlantique FACE TO FACE SURVEY 6e. Where is your equipment manufactured? And why did you select this manufacturer? (add details) Type of Equipment Location Reason(s) North Devon Other parts of Devon SW UK Europe Rest of world Price Quality Reliability Can produce large quantity Other (please specify) North Devon Other parts of Devon SW UK Europe Rest of world North Devon Other parts of Devon SW UK Europe Rest of world North Devon Other parts of Devon SW UK Europe Rest of world North Devon Other parts of Devon SW UK Europe Rest of world Price Quality Reliability Can produce large quantity Other (please specify) Price Quality Reliability Can produce large quantity Other (please specify) Price Quality Reliability Can produce large quantity Other (please specify) Price Quality Reliability Can produce large quantity Other (please specify) 6f. Where do you market your rental services? ( as many as apply) We do not market our services We advertise outside the premises, e.g. on a chalk board We have a website We offer online booking We advertise in specialist magazines / publications We advertise in local / general publications We have radio / television adverts Other (please specify) 6g. Which method of promotion do you think generates the most customers? (write in details)

38 Nautisme Espace Atlantique FACE TO FACE SURVEY PART SEVEN WATERSPORTS EQUIPMENT SALES 7a. Which watersports do you sell equipment for? ( as many as apply) Sea: Free-diving, sub aqua diving, snorkelling, swimming, surf lifesaving, surfing, kite surfing, sea kayaking, sea canoeing, parasailing, rowing, sailing, skim boarding, stand up Paddle boarding (sweepers), wakeboarding, gig racing, water skiing, windsurfing, yachting, coasteering, bodyboarding, jet skiing, sand yachting, kite buggying, angling / fishing Lake: water skiing, windsurfing, wakeboarding, parasailing, canoeing, kayaking, rowing, sub aqua diving, jet skiing, sailing, swimming, angling / fishing River: canoeing, kayaking, white water rafting, angling / fishing Canals: boating, angling / fishing Estuary: Jet ski, kite surfing, windsurfing, sailing, water skiing, wake boarding, para sailing, yachting and power boating, angling / fishing 7b. In the last 12 months approximately how many sales were made for each type of equipment, and how many customers did this equal? Type of Equipment No of Sales No of Customers 7c. Do you offer any sort of loyalty scheme? (write in details) 7d. Do you offer any special concessions for under 16s? (write in details)

39 Nautisme Espace Atlantique FACE TO FACE SURVEY 7e. Do you have any adapted equipment available for disabled customers? (write in details) 7f. Where is your equipment manufactured? And why did you select this manufacturer? (add details) Type of Equipment Location Reason(s) North Devon Other parts of Devon SW UK Europe Rest of world Price Quality Reliability Can produce large quantity Other (please specify) North Devon Other parts of Devon SW UK Europe Rest of world North Devon Other parts of Devon SW UK Europe Rest of world North Devon Other parts of Devon SW UK Europe Rest of world North Devon Other parts of Devon SW UK Europe Rest of world Price Quality Reliability Can produce large quantity Other (please specify) Price Quality Reliability Can produce large quantity Other (please specify) Price Quality Reliability Can produce large quantity Other (please specify) Price Quality Reliability Can produce large quantity Other (please specify) 7g. Where do you market your products? ( as many as apply) We do not market our services We advertise outside the premises, e.g. on a chalk board We have a website We offer online sales We advertise in specialist magazines / publications We advertise in local / general publications We have radio / television adverts Other (please specify) 7h. Which method of promotion do you think generates the most sales?