Final Report New Zealand Cycle Trail Evaluation Four Cycle Trail Case Studies

Final Report New Zealand Cycle Trail Evaluation Four Cycle Trail Case Studies Prepared for Ministry of Business, Innovation & Employment (MBIE) By Angus & Associates in association with TRC Tourism

Contents 1. Executive Summary... 4 2. Introduction... 1 3. Methodology... 12 3.1 Business Focus Groups... 12 3.2 Trail User Survey... 12 3.3 Business Survey... 14 4. Findings from Business Focus Groups... 16 1.1 Current Trail Use... 16 4.2 Future Trail Use... 17 4.3 Trail Benefits... 18 4.4 Trail Issues/Impediments... 21 4.5 Specific Case Trail Characteristics... 22 5. Findings from Trail User Survey... 28 5.1 Cycle Trail User Profile... 28 5.2 Awareness... 32 5.3 Visitation... 34 5.4 Decision Making Behaviour... 36 5.5 Transport to Trail... 4 5.6 Travel Party... 41 5.7 Nights Spent in Cycle Trail Region... 44 5.8 Trail Experience... 46 5.9 Trail Sections Experienced... 48 5.1 Expenditure... 5 5.11 Satisfaction... 56 5.12 Most/Least Enjoyed Verbatim Comments... 63 5.13 Propensity to Return... 65 5.14 Propensity to Recommend... 66 5.15 Knowledge of other trails... 67 5.16 Other Trails Cycled in the Area... 69 5.17 Further Communication... 7 6. Findings from Business Survey... 71 6.1 Business Profile... 71 6.2 Trail Impact on Business... 76 6.3 Trail Impact on Area... 82 1 November 213 2 of 15

Appendices... 9 A. Calculating Estimates of Unique Users on the Individual Trails... 9 B. Maps of Survey Regions... 94 C. Focus Group Interview Guide... 98 D. User Survey Screening Questionnaire... 1 E. User Survey Questionnaire... 11 F. Business Survey Questionnaire... 141 G. Domestic Tourism Market Segmentation Summaries... 15 1 November 213 3 of 15

1. Executive Summary Conceived out of the New Zealand Government s 29 Employment Summit, the New Zealand Cycle Trail (NZCT) is a national initiative to develop a world class network of cycle trails. Through the development of the NZCT, Government hopes not only to provide a healthy and enjoyable way for New Zealanders and international visitors to experience the country but also to generate a range of economic, social and environmental benefits for surrounding communities. Commissioned by the Ministry of Business, Innovation & Employment in late 212, the current project involved in depth case studies focussing on four of the cycle trails: Hauraki Rail Trail, Mountains to Sea Trail, Motu Trail and Queenstown Trails. These four case studies form part of a wider baseline evaluation being undertaken to assess the extent to which the range of short and medium term outcomes sought from the New Zealand Cycle Trails have been achieved. As context for the case study findings, it is noted that all four cycle trails had officially opened within approximately 6 7 months of this evaluation commencing (the Mountains to Sea Trail opening in April 212, the Hauraki and Motu Trails in May and the Queenstown Trails in their entirety in October 212). In focus group discussions undertaken in November 212, trail stakeholders indicated that, while optimistic about the benefits the trails would deliver in future, they believed the current evaluation would need to take into account that it was still early days. Indeed, the Trail User survey undertaken over the months of December 212 to April 213 encompassed the first full peak summer season in which the trails had been operating, while the Business Survey also sought to establish some scale of impact based on traffic generated in these early months. With this context in mind, the following points highlight key findings from the Trail User and Business surveys. Trail User Survey Based on the Trail User survey data, it appears that the great majority of those using the trails are visitors to the areas in which the trails are located. However, with a comparatively large population living in close proximity, local residents made up more than 4% of those sampled on the Queenstown Trails. New Zealand residents comprised the largest proportion of visitors sampled on the case study trails: around 9% of visitors on the Hauraki Rail Trail, Motu and Mountains to Sea Trails but just over 5% of visitors on the Queenstown Trails. Domestic visitors typically originated from neighbouring or nearby regions. International visitors most often originated from Australia, the United Kingdom, North America or markets in Continental Europe. Relative both to New Zealand population proportions, and the age profile of international visitors to New Zealand, the age profile of those using the four case study trails was heavily weighted in favour of the midto older age groups. The age profile of Hauraki Rail Trail users was the oldest and that of Queenstown Trails users the youngest. Survey results indicate that word of mouth is the most significant factor currently driving usage of the four case study trails. Newspaper editorial and roadside/other signage have also proved influential in this respect. 1 November 213 4 of 15

The proportion of survey respondents who were visitors to the cycle trail region and indicated that the cycle trail was the only or main reason for their visit to the region was much higher amongst visitors using the Hauraki Rail Trail (almost 8%), Motu Trails (6%) and Mountains to Sea Trail (64%) than it was amongst visitors using the Queenstown Trails (as little as 5%) suggesting that the former are more significant as drivers of tourism in their regions than the latter, where use is more incidental to other reasons for visiting. This is reinforced by main reason for choice of the Queenstown Trails being trail location/convenience and the fact that the decision to use the Queenstown Trails is most often taken within a day or two of the experience itself. In contrast, use of the other three case study cycle trails is typically planned well ahead (often four or more weeks in advance). Use of the Queenstown Trails is most often undertaken solo or with just one other person while all other cycle trails are marked by a predominance of users in groups of four or more. In fact, around a third of those using the Motu, Mountains to Sea and Hauraki Rail Trails appear to be travelling in groups of six or more (most often groups of friends). Average nights spent by survey respondents visiting the case study regions only or mainly because of the cycle trails ranged from 1.3 nights for the Motu and Hauraki Rail Trails, to 2.2 nights for the Mountains to Sea Trail and 5.2 nights for the Queenstown Trails. However, 34% of the group using the Motu Trail were day visitors (i.e. spent no nights in the region) and almost half (45%) of the group using the Hauraki Trails also visited for the day only. By comparison, day visitors comprised less than 1% of those travelling to the Mountains to Sea and Queenstown Trail regions to only/mainly to use the cycle trails. Respondents visiting the cycle trail regions only/mainly because of the cycle trails spent an average of between $131 and $176 per person per day (depending on the region). Taking into account the proportion of cycle trail users who have visited a region only or mainly because of the cycle trails, the average trip expenditure of visitors in this group, and estimates of the number of people using the four case study cycle trails over the months of December 212 to March 213, we have provided an example of how the direct economic contribution made by visitors using the cycle trails could be calculated. In order to fully assess economic impact an analysis of business expenditure, employment and other factors would also need to be undertaken. Satisfaction with users experiences of the four case study cycle trails is very high, particularly as regards the scenery/setting of the trails, track gradients, condition of the track surfaces, trail difficulty (being as expected) and overall trail conditions. This is reflected in users overall ratings of their cycle trail experience, with at least 95% of survey respondents in each region indicating they were very satisfied or satisfied with their experience. As regards areas for improvement, greatest opportunity would appear to exist in relation to directional and other signs and trail markings (particularly on the Hauraki Rail Trail). Encouragingly, the vast majority of trail users surveyed professed themselves likely to return to the trail about which they were interviewed (the proportion was higher than 8% for all case study regions). Almost all also indicated that they were likely to recommend the trail to other people they knew (with at least 8% in each case study region indicating that they were very likely to do so). Loyalty to the trails seen both in propensity to return and to recommend was particularly high amongst local residents. 1 November 213 5 of 15

Business Survey A total of n=439 entities participated in the business survey, of which around half cited accommodation as their main business activity. This sample was divided fairly evenly across the four case study cycle trails. Just 6% of the entities participating in the business survey had been established following the opening of the cycle trails (this proportion ranging from 1% in Queenstown to 1% in the Motu Trail area). Around 4% of these businesses (or 2.5% of all participating businesses) had been established only or mainly because of the cycle trail. However, one in five participating businesses indicated that they had expanded since the opening of the cycle trail in their region (most often adding accommodation capacity, expanding cycle transport/shuttle services, expanding cycle hire or specialised cycle tour product, or adding other visitor activities/attractions). More than 7% of this group (or 14% of all survey participants) had expanded solely or partly because of the cycle trail. More than a third of business survey participants indicated that they had seen an increase in the number of customers served by their business, with flow on effects in business income/turnover and business expenditure, but also in profit. Corresponding with estimates of economic contribution made as a result of the Trail User survey, positive impact was most often seen by businesses around the Hauraki Rail Trail and least often by businesses around the Motu Trail. On average, survey participants attributed a little over 5% of their current turnover to their cycle trail: proportions for individual trails were 3.1% (Motu), to 4% (Mountains to Sea), 5.6% (Queenstown) and 8% (Hauraki). Based on feedback from businesses participating in the survey, the trails appear to have had a modest effect on employment at this stage. In total, 4% of participating businesses indicated that full time employees had increased (by an average of 1.3 people) and 6% indicated that part time employees had increased (by an average of 1.7 people). An increase in part time employment was most marked amongst businesses in the Mountains to Sea Trail area. Solely based on the sample of businesses which completed the survey, across the four case study regions it is estimated that 51 FTEs have been created due to the development of the trails. However, survey data reinforces feedback from the first stage focus groups: many stakeholders are adopting a wait and see attitude, temporarily stretching resources to accommodate a short term increase in demand while waiting until benefits are proven before investing further. Reflecting earlier results, more than a third of survey respondents in the Hauraki Trail area believed the trail had been good for their business, while the same sentiment was apparent amongst 3% of Mountains to Sea businesses, 25% of Queenstown businesses and 13% of Motu businesses. At the same time, it is worth noting that a relatively high proportion of businesses disagreed that the trails had been good for business: ranging from 11% in the case of Queenstown to 31% in the case of Motu. Underpinning this disagreement were concerns about the (so far) small number of people using the trails, a lack of commitment to promotion of the trails (with consequently limited awareness), and issues regarding a lack of clarity/transparency on trail management. However, while there is some difference of opinion evident in relation to the current situation, well over half of survey respondents in the Mountains to Sea, Queenstown and Hauraki Rail Trail areas believe that the trails will be good for their business in the future. A positive result is also apparent in relation to the 1 November 213 6 of 15

Motu Trail, with 27% of business anticipating benefits in the future (against 11% disagreeing that the cycle trail will be good for their business in the future). Aside from benefits to individual businesses, large proportions of survey respondents believed the cycle trails had provided health and recreational benefits for local residents, had attracted more visitors to their regions, had increased the value of tourism to their regions, had raised the profile of their regions and had had a positive effect on their local community. Importantly, many believed the trails had also attracted more visitors to the regions in their off peak seasons. As regards the future, survey results highlight the following as key points of focus: - Greater promotion of the trails to ensure benefits are maximised; - Improved linkages with other trails and with population centres both to facilitate visitor flows and, by improving access to visitor infrastructure, to encourage visitors to stay longer in the cycle trail regions; - Development of supporting infrastructure within trail regions (such as complementary activities and touring packages) to further extend visitors length of stay; - Ongoing trail maintenance; - Improving trail signage and trail marking; - Improving access to trail information (including through the official trail websites); and - Improving trail management structures. 1 November 213 7 of 15

Trail Characteristics The findings of this study indicate that the location of a trail may have much to do with its performance and the characteristics of its users. Trails located in more remote locations away from major population centres such as the Motu Trails and the Mountain to Sea Trail have different characteristics to those in closer proximity to larger towns/cities such as the Hauraki Rail Trail. A trail located within a major tourism destination (e.g. Queenstown Trails) would appear to have quite different characteristics again. In the absence of trail specific data, the following may therefore provide some useful pointers to the characteristics that could be expected of like trails around New Zealand. Location of Cycle Trail Trail User Characteristics Trail Region Characteristics Cycle Trails in remote locations (e.g. The Motu Trail/The Mountains to Sea Trail) Cycle Trails in close proximity to major or regional centres (e.g. The Hauraki Rail Trail) Trails in major or iconic tourism destinations (e.g. The Queenstown Trail) Smaller number of users and of visitors to the surrounding region. A greater lead time in considering use of the trail. If the cycle trail was the main reason for visiting the region, visitors were more likely to stay overnight. Users generally spend more time on the trail (since this is often the main reason for their visit). Users are more likely to use supporting trail services (e.g. bike hire and cycle transport). Larger numbers of local users and visitors on day trips from neighbouring population centres. Users are often more family oriented. A larger proportion of users walk the trail. A larger proportion of users are visiting on day trips. Fewer users visiting the region because of the cycle trail (use more likely to be incidental to the main reason for visit). Cycle trail users spend less time on the trail (possibly due to the variety of other local attractions available and the fact that trail use is incidental ). Decision to use trail is often either on the day or within 1 2 days prior (i.e. more spontaneous). May be characterised by a larger proportion of international visitors (depending on the nature of the destination). Limited number or variety of alternative activities for visitors within the region. Trails may have a greater degree of difficulty or more challenging sections (although this is heavily dependent on geographic features/location of the trail). Are likely to have limited supporting infrastructure (e.g. accommodation, food, retail etc.). The cycle trail may be one of the major drivers of visitation to the region and visitors drawn by the trail will make a significant economic contribution to the region. Cycle trails often feature less challenging sections, opening up the trail to less experienced users (who might have come to the region for a different reason and make incidental use of the trail). The cycle trail is not necessarily a main contributor to the local economy. May attract fewer visitor nights due to the close proximity of major centres. With a large volume of users, trails may act as a catalyst for the establishment of other businesses/experiences along the trail (e.g. vineyards, cafes and restaurants and scenic icons). More saturated activity market cycle trails are not the only reason for visitors to come to the region. Better/more established visitor infrastructure surrounding the trail. The cycle trail is not necessarily a main contributor to the local economy. With a large volume of users, trails may act as a further catalyst for the establishment of other businesses/experiences along the trail (e.g. events, vineyards, cafes and restaurants and scenic icons). 1 November 213 8 of 15

Conclusion The research highlights some early progress toward outcomes targeted for the New Zealand Cycle Trails and an optimistic attitude insofar as future benefits are concerned. At the same time, some concerns are evident, particularly on the question of where to from here. Now that the four case study trails have been built and some early benefits felt, it is not clear to stakeholders how the trails will be maintained or their full potential realised. It is also not clear who will provide direction in this regard, or how insights gained in the experiences of some will be shared with others, including those trails that follow. If the full potential of the New Zealand Cycle Trail is to be realised, this study suggests the following as three important points of focus. 1. Sharing knowledge of successes, pitfalls and best practice across the sector. 2. Ensuring plans are in place for the ongoing management of the cycle trails once developed. 3. Ensuring support is available and plans are in place for the ongoing marketing of the cycle trails once developed. 1 November 213 9 of 15

2. Introduction The New Zealand Cycle Trail (NZCT) is a national initiative to develop 18 world class cycling trails throughout New Zealand. Following on from the success of the Central Otago Rail Trail, these trails are envisaged as catalysts for economic development. The NZCT was conceived out of the New Zealand Government s 29 Employment Summit which aimed to stimulate jobs through the economic crisis and to create conditions for businesses to prosper in the long term. The current evaluation seeks to assess the extent to which several of the short to medium term objectives of the NZCT project have been achieved by using a case study approach to four of the cycle trails; these being the Mountains to Sea Trail, Motu Trails, Hauraki Rail Trail and Queenstown Trails. This work will also be used to help develop a framework for future evaluations of the NZCT. Core components of the evaluation were focus groups involving selected local businesses associated with the development and/or operation of each trail; a quantitative study involving larger samples of businesses in each of the case study areas; and a further quantitative study involving samples of visitors and local residents using each of the trails. The primary objectives of the NZCT relate to job creation, building a quality tourism asset, and providing for other benefits such as health, recreation and events. The trail user survey provided a number of demand side inputs relevant to an evaluation of the short to medium term outcomes of the NZCT. Specifically: The composition of trail users (e.g. by type of use and demographic/other profiling variables) The expenditure of cycle tourists (or trail users) whilst using the trail The satisfaction of cycle tourists (or trail users) in relation to the trail experience How awareness of the each case study trail was generated The extent to which users of each case study trail were aware of the wider cycle trail network and individual trails. The focus groups and subsequent survey of local/regional businesses were used to complement this demandside perspective with an assessment of supply side impacts. This included the extent to which the following could be observed: An increase in jobs directly and indirectly relating to the cycle trail (such as regional employment in the accommodation, tourism or services sectors, particularly within SMEs) Increased regional investment related to the cycle trails Creation of new businesses related to the cycle trails A range of complementary benefits for New Zealanders (such as social benefits, active transport, recreation, health and cultural experiences) Increased awareness of cycle trails by international and domestic tourists Greater attraction of a high value and fast growing segment of New Zealand s visitor market (increase in cycle tourists) Growth in cycle trail based events that generate revenue and provide tourism opportunities A degree of community, government and business engagement. In undertaking this evaluation, MBIE was also interested in establishing further opportunities through which to achieve positive outcomes from the NZCT, and impediments to these outcomes being achieved. 1 November 213 1 of 15

The overall research approach is summarised in the illustration below. This evaluation was undertaken by Angus & Associates in association with TRC Tourism which assisted with design in the early stages of the project given its previous involvement and knowledge of the NZCT development gained during the feasibility assessment stage. 1 November 213 11 of 15

3. Methodology 3.1 Business Focus Groups The project began with a series of focus groups involving local representatives of businesses and other organisations directly affected by the cycle trails (including information centres, accommodation operators, cycle hire and other transport operators, cafes, trail management and others). The focus group format was used to explore two key territories; perspectives on which would help to shape the Trail User and Business surveys to follow. 1. Canvassing views on the benefits of the cycle trail to the local community (e.g. how and how broadly the trail had benefited the local community; the extent to which potential benefits had been realised; and the actions required to fully exploit market demand). 2. Seeking information that would assist in the design of subsequent streams of work (e.g. gathering information/perspectives on who was using the trails and how (e.g. cycling, walking etc.); gathering information/perspectives on key points of intercept and/or business partners through which to access users of the cycle trails in the subsequent Trail User survey). The focus groups proved an excellent method through which to canvass attitudes and stimulate useful discussion. Other issues of relevance, where these emerged, were noted and clarified during this process. A group interview guide was developed as a basis for discussions in consultation with MBIE (refer Appendix B). This detailed the range of issues that were to be addressed with group participants. All focus groups were held at central locations convenient for participants (e.g. local accommodation or meeting venues) and each ranged from 1.5 to 2.5 hours in duration. One or two focus groups were undertaken per cycle trail (a total of 7 groups), each involving 6 8 key stakeholders from the relevant region. The groups included representatives of businesses that had started following the development of the cycle trails, as well as businesses that had been established prior to the development of the cycle trails. Group interviews were recorded, transcribed and analysed with and a summary of results is provided in Section 4. of this report. 3.2 Trail User Survey The survey of cycle trail users gathered detailed information on attitudes and behaviour as it related to the use of the relevant cycle trail (including how the user had heard about the cycle trail; planning and booking behaviour; route to/from the cycle trail; main mode of transport to/from the cycle trail; use/choice of accommodation pre /during /post cycle use of the cycle trail; size and composition of party using the cycle trail; detailed expenditure data; satisfaction with experience of the cycle trail; travel style/context; and demographic profile). A questionnaire based on the survey objectives was developed in consultation with MBIE (refer Appendices C and D), taking into account learnings from the focus groups undertaken with local businesses (e.g. common/typical patterns of use with regard to the trails that might require contextualising in the survey 1 November 213 12 of 15

design). The questionnaire was tested via a pilot study on the Queenstown trail in early December 212, with the main survey fieldwork undertaken from mid December 212 to end April 213. In order to achieve a robust and representative sample of trail users, the Trail User survey was undertaken in two parts: a) Intercept of cycle trail users in situ by cycle trail business volunteers and Angus & Associates field staff stationed at designated points on the trails to collect base profile data and a name and contact email address; and b) A follow up online survey, administered through our proprietary online survey system getsmart, to gather the more detailed information required. This two part approach enabled fieldwork to be undertaken efficiently and cost effectively, while also ensuring that expenditure and other (e.g. satisfaction) data related to each user s experience of the trail in its entirety (and not simply to that part of a user s experience prior to the survey being undertaken). The Trail User survey utilised random sampling procedures with consideration to visitation times (weekdays, weekends and time of day) to achieve a representative sample of domestic/international trail users. In addition, the use of Quick Response (QR) code technology was trialled in order to reach respondents in remote parts of the cycle trails (as a supplementary contact collection method). Trail users carrying smartphones were able to scan the QR code from temporary signs posted along the trails and, through the online form provided, to register their email address to which a survey invitation could then be sent. This method produced only a small number of responses although we see potential for future use of QR codes on more permanent/official signage as a good way to undertake longitudinal user research. To gain a sample of sufficient size for detailed analysis, a sample of n=5 trail users was initially targeted on each case study trail, aggregating to a total sample of n=2 trail users across the four case study trails. However, given a variety of factors influencing the number of trail users available for contact by volunteering businesses and Angus & Associates field staff at designated field contact times such as adverse weather and the remoteness of some of some trails a final sample of n=1567 was achieved across the four cycle trails (see further detail below). To reflect the full breadth of use, the survey sample included not only cyclists, but also other users of the cycle trails such as walkers (which the focus group research indicated would be present in large numbers) and others. A total of n=2336 qualifying contacts were collected from users on the four case study cycle trails. The online component of the Trail User survey was undertaken from December 212 to April 213, and resulted in a total sample of n=1576 (an exceptional response rate of 67%). Survey response data for each cycle trail is included in the table below. Survey Region Invitations Sent (n=) Sample Achieved (n=) Response Rate The Motu Trail 324 229 71% The Hauraki Rail Trail 782 592 76% The Mountains to Sea Trail 378 228 6% Queenstown Trails 852 527 62% Total 2,337 1,576 67% 1 November 213 13 of 15

Samples for the Queenstown Trails and Hauraki Rail Trails both exceeded the targeted of n=5, while samples for the Motu Trails and Mountains to Sea Trails came in under target. This proved to be indicative of relative usage volumes (as also evident in the counter data supplied by cycle trail management and use of the trails as reported by Trail User survey participants reported use of trails and intention to use trails in the future). Trail counter data provided by trail management was used as context for the survey results, but not as a basis for the weighting of survey data due to a variety of limitations which are discussed further in Appendix A to this report. Angus & Associates would like to thank the following businesses for their assistance with the collection of contact information from trail users for the Trail User survey. Motu Trail Toa Toa Farmstay Bushaven, Motu Hire and Shuttle Motu Cycle Limited Tirohanga Beach Motor Camp Opotiki i site Matawai Hotel Weka Wilds Two Fish Cafe Hauraki Rail Trail Te Aroha Mountain Lodge Sunkist Backpackers Paeroa information centre Waikino Station Café Sherpa Shuttle Mountains to Sea Trail Station Café Kiwi Mountain Bikes TCB Ski and Board Mountain Bike Station Park Travellers Lodge Blue Duck Station Dempsey Buses Whanganui River Adventures Raetihi Motor Camp Bridge to Nowhere Lodge Ohakune isite 3.3 Business Survey Complementing the focus groups and Trail User survey, an online survey of local/regional businesses was developed to gather more specific data needed to evaluate the contribution of the cycle trails to their host communities and the impact of the relevant cycle trail on individual businesses (refer to Appendix E for the online survey questionnaire). This online survey gathered detailed data concerning pre and post cycle trail volumes of business, turnover, employment and expenditure. The opportunity was also taken to canvass perspectives on the relevant trail and any barriers that might exist to leveraging further commercial benefit. The first step of this phase was to gather contact details from businesses in the areas surrounding each cycle trail, including those both directly affected by cycle trail tourism in the area and others that might be impacted (e.g. accommodation, hospitality and retail). Businesses that were considered to be largely unrelated to tourism (e.g. accountants and other professional service providers) were excluded. Initial contact lists were provided by trail management and some included most of the businesses within the area (especially in the smaller Motu and Mountains to Sea areas). As it was also desirable to capture perspectives from surrounding regions that may have benefited from the trail, further contact details were 1 November 213 14 of 15

accessed online using business directories for the regions concerned and other online resources (such as Regional Tourism Organisation websites). The resulting database of businesses (n=1,468) was emailed an invitation to participate in the survey, administered through our getsmart online survey system. Two reminders were sent at intervals of five days to encourage response. The business survey was undertaken during March and April 213 and achieved an overall sample of n=439, with a response rate of 3%. Individual totals and response rates for each region are outlined in the table overleaf. Survey Region Invitations Sent (n=) Sample Achieved (n=) Response Rate The Motu Trail 38 12 27% The Hauraki Rail Trail 289 112 39% The Mountains to Sea Trail 336 12 3% Queenstown Trails 463 123 27% Total 1,468 439 3% 1 November 213 15 of 15

4. Findings from Business Focus Groups Sections 4.1 4.4 have been structured based on the focus group interview guide. Within these sections, summaries have been presented by common themes, with quotations from individual trails included. Section 4.5 summarises some of the differences and unique characteristics of each of the four case study trails. Although the trails are located in different parts of the country and each has unique characteristics, some of the differences identified are influenced by: how long the trail has been operating; how well supported the trail is locally; the trail s distance from major urban centres; and the difficulty/grade of the trail. 1.1 Current Trail Use Who uses it (international/domestic tourists, locals, cyclists/walkers others)? How is the trail used (entry points, directions, volumes, peak seasons/months/days/times)? Do users stay overnight on the trail, in the area or elsewhere? Current/anticipated patterns of day versus overnight users? The cycle trails are currently being used by locals and visitors of all ages who are experiencing them in a variety of ways as cyclists, commuters, dog walkers, runners and walkers. The brilliant thing.... is seeing how many people are actually out there doing it and at all times of the day and evening. It doesn t make a difference whether its weekend or business days, the people are just out there. (Queenstown) Amongst those cycling the trails, a wide spectrum of users is evident from part and one day visitors who bring their own gear to multi day users who require food, bike hire, accommodation and guides. Experienced cyclists tend to do their own thing and require less support from local businesses, while overnight visitors like fully serviced accommodation or help transporting equipment ahead to campsites so that they can travel light when on the trails. It is believed that some trails get a lot of use by residents, with one participant in Queenstown estimating use is 9% local at present. While some Australian groups have specifically come to do the Motu Trail, domestic travellers are seen as the predominant visitor market. International visitors are seen to use the trails but not in great numbers. Domestic visitors doing the trails (especially the Motu and Hauraki trails) appear to be families or younger people in the weekends, and older baby boomers during the week. they are aged between 4 and 7.... and they ll come any time of the week. (Hauraki) the baby boomers seem to want to be semi healthy so they want to tramp and.... cycle. (Queenstown) A lot of tourists don t come here because of the cycle way it s the kiwis that come here because of the cycle way. (National Park) 1 November 213 16 of 15

Initial experiences suggest that use of the trails varies by season. In the summer, when there is more daylight, it is possible to do longer rides and for an operator to run two trips in one day; in the winter, usage options are more limited. We did have a lot of enquiries even throughout winter actually for the mountain bikes. A lot of them we did have to say no it s been too wet the track s not.... in the best condition. But yeah this year the whole way through we ve had enquiries most weeks. (Ohakune) The trails tend to be used in sections rather than from start to finish or a whole loop. Trail users choose the sections they will do based on factors such as time available, ability of group and convenience in terms of facilities required such as accommodation, meals and parking. People also look for activities to do on the trails so they ride, then stop to see something or to do an activity, and then carry on. What geographical area is affected by the trail in terms of economic impact? Are any outside operators coming for the trail? For example, Rotorua cycling operators taking cyclists to Motu Trail? The main economic impact currently seems to have fallen on businesses that just happen to be well positioned in terms of the trail locations as if they have become associated with the trails by coincidence (for example, cafes and accommodation providers located near or on the trails). For businesses such as bike shops and artist studios, there is a general impact in the towns nearest to the trail in servicing users. Little impact is apparent beyond this at present. Permanent outside operators are not really evident on the trails yet (i.e. operators coming in from outside the immediate region to cater to trail users). However there are a few businesses that seem to be looking to attract users on a trial basis and it is expected that more will do so during the coming summer, depending on the visitor numbers experienced by operators. 4.2 Future Trail Use What is the anticipated future use of the trail (in terms of use/user characteristics)? How do you see the trail evolving and maturing over time? The cycle trails have drawn businesses to enter the tourism industry as visitors have been attracted to their immediate area. A local operator s property may be located near the trails for example, so they are learning about the tourism industry as they go. Activities such as taking bookings and having visitors pay for services up front are new for some operators, as is being open each day during the week. Over time it is expected that these businesses will mature and become more savvy in their operation. To be hiring your bikes you need to be open in the weekend you need to be 7 days a week (Hauraki) We ve tried organising saying hey guys we re going to be getting a lot of bikers through can you open early can you give us menus can you do a deal and they re sort of they don t seem to believe us yet. (Ohakune) Generally the mood from businesses associated with the cycle trails is quite positive but contributors really felt that it was too early to be making any conclusions or even guessing as to how things would develop. In Queenstown it was discussed that activities require a track record before they are widely adopted taking 1 November 213 17 of 15

three years before series tours will take up something new, for example. There was a similar feeling amongst those attending the National Park group, suggesting that the cycle trails are still in a development stage. We ve got to get the cycle ways up to a good standard and everything operating nicely.... this is a stepping stone. (National Park) There is a feeling in Queenstown that the number of tour operators and associated businesses (such as bike hire outlets) will consolidate over time. It is believed that lots of people will have a go at attracting cycle trail business but that, over time, some will pull out and others become more established. In National Park, Ohakune and Queenstown especially, it is believed that the visitor season for cycle trails is a perfect complement to the ski season. if people say oh who cares what the weather s like we ll take out bikes and if.... we can t ski we ll bike. That s a fantastic outcome. (Ohakune) people are coming down with skis on their roof and bikes on their bike racks. (Ohakune) It spreads the risk because the Village at the moment is very vulnerable to events happening on Ruapehu or Tongariro. (National Park) Some trails are seen as being very accessible to all riders as a multi day option, while others are not with hard sections and few places to stay along the route. This makes it difficult to know how some trails will develop and the extent to which they will be successful. The Hauraki trail, for example, is already well used and there is a feeling that there will be significant crowding and lack of sufficient facility issues in the not too distant future. It is probably the most delightful cycle section in New Zealand. And if anything I think it s going to be spoilt because it s going to be too bloody popular and it s going to be like Queen Street on a Friday night with people bumping into each other. (Hauraki referring to the Karangahake to Waikino section) 4.3 Trail Benefits What are the current or expected benefits of the trail for the community? - Stimulating the economy? - Stimulating community involvement? - Stimulating community pride, sense of belonging, general good will? - Stimulating event activity? - Provides recreational benefits to the local community? - Provides commuter (active transport) benefits to the local community? - Has or will stimulate regional and business investment? - Has or will increase jobs in the area? (construction, post construction) - Has or will lead to new businesses or expansion of existing businesses? - Has increased high value tourism (cycle tourism)? - Increased regional branding and marketing? There is a general feeling that the cycle trails are still very new and the benefits have not been fully realised yet. Businesses are in the mode of trying different things out to see what works and as such there is little established economic benefit. 1 November 213 18 of 15

There ll be new businesses that grow out of it, there ll be new opportunities for existing businesses. I can t see any real negatives to it. I don t think anyone s going to be adversely affected by it. (Queenstown) I don t think it has stimulated business investment and stuff. Well.... potentially in bike sales it could. And I know that obviously there are companies along the way that made money with the manufacture of the trail and people have benefited in that way. (Hauraki) While some new jobs have definitely been created through the cycle trails, many of the jobs generated don t seem to be high quality as yet. These mostly involve a few extra hours for existing staff, seasonal workers and students returning for the holidays. We ve got one person basically in a full time job looking after the trail so that wasn t the case two years ago. (Motu) I m employing a lot of locals for short bursts that come down and do 2 hours 3 hours 1 ½ hours depending.... they re gaining more and more experience on what we actually do and how we do it which makes them more valuable to me and more valuable to them. (Hauraki) Having said this, some regions/operators are already doing very well out of the trails. There is quite a variance, from reports of no economic benefit to significant benefit. One motelier near a trail reported a 15 2% increase in business since the trail opened although he noted that, despite this, overall business was still below pre Global Financial Crisis levels. we find for us there s no money in it for us. All they want to do is use our toilets sit at our tables get their thermos come and ask for a hot thermos of water they get their lunch box out and that s that (Hauraki) they never used to open in the summer they d be closed up all summer they d go to America skiing or something but now they re open all year round. (Ohakune) I can walk out there at any given time on a Friday or Saturday or Sunday and on a Friday I ll count 57 bikes at 2 o clock in the afternoon. On a Saturday or Sunday I give up counting after 1 bikes (Hauraki) Hauraki in particular has already seen a district wide impact. Examples of economic activity in the region include that the Goldfields train is looking at putting on an extra train (and steam engine), that there is a need in the district for more accommodation, that artists are selling more work, more coffee machines are being installed and some accommodation has upgraded to en suite rooms. Queenstown is also experiencing investment activity related to the cycle trails. It is expected that a lot of the winter (ski) shops will become bike shops to some extent in the summer which may help to make them more viable as year round businesses. Also, there is investment and talk of investment by businesses such as wineries, visitor activities and transport operators on or near the trail in regards to installing bike racks and lockers so they can better cater to cyclists. a lot of the cycle shops in town and others that have doubled the size of their numbers. Like there s hotels who have got them [bikes], there s backpackers who have got them [bikes], so everyone s dabbling in it. (Queenstown) In some regions the trail is helping to make businesses more viable year round. 1 November 213 19 of 15

the community as a whole s been wanting businesses not to exit before the summer because the place is locked up.... now there is a reason to be able to keep your doors open. I think if businesses can see that at least it s a break even situation over the summer months they re encouraged to make use of the infrastructure as opposed to abandoning it. (Ohakune) Use by locals for fitness, commuting and recreation purposes has also been a significant social benefit noticed in all cycle trail areas. The trails appear to have created a recreational facility for locals to use. People are positive about it they re actually out there doing it they re not just talking about it they re actually out there doing it they re on the trails right now.... sometimes it s hard to do a half hour track because you re too busy chatting with all your old mates you haven t seen for ages. (Queenstown) you see people out there that have had their bikes in the shed for 2 years take them out (Motu) I think it s delivered better recreation people are going I m going and buy myself a 21 hard tyre you know (Queenstown) the number of children I saw going on was just fantastic so it is it s brilliant it is going to grow with all these kids riding. (Queenstown) The other one too is fitness. I ve had people rolling out their squeaky old bikes and.... say oh I ve had this bike in the shed for so long. Actually I think that really the health board should be promoting and probably backing the trail because we re keeping those people out of hospital initially. (Queenstown) I think people are looking at it and saying we can use that as a fitness trail now and we can get off the road. And a lot of people don t like to have their kids riding on the road. So having it go a nice distance I know Matatoki people who use it regularly biking into town with their kids. (Hauraki) It s actually also affected the behaviour of people in Paeroa. I ve noticed a lot more people in Paeroa itself are actually cycling. (Hauraki) Locals go out there for a ride.... for a run and for a walk and to exercise their dogs. (National Park) A further non economic benefit has occurred in some regions in terms of how people think and feel. They are buoyed by the trail it is a source of pride and enjoyment. In Hauraki it was noted that operators really enjoyed talking to the visiting cyclists. These visitors are seen as nice people and they enjoy having them around. Also in Hauraki it was noted that farmers bordering the trail have tidied up their farms, something they are unlikely to have done if the cycle trail did not exist. In National Park, the cycle trails have also provided an opportunity for pest control in otherwise inaccessible areas. The non commercial benefits of what you re doing here is all the pest control and the ecological control. (National Park) 1 November 213 2 of 15

4.4 Trail Issues/Impediments Do you see, or expect, any issues or impediments? What would be needed to overcome these, or to realise further benefits of the trail? The biggest issue seems to be where to from here : now the trails are built, they need to be marketed and maintained. It is not clear for many businesses who is doing this, what budget (if any) there is, how it s all going to work and how much resource is involved. People are aware that there is now a product but the next steps are unclear it s in a transition and some direction is required. A number of people have said oh well they hardly knew this place existed and it s actually quite nice. (Hauraki) There seems to be demand for funds, or at least direction, to develop business for the trails including ongoing promotion and marketing. One contributor suggested that MBIE could fund trips for media/journalists to try the trails and write about them. The feeling was that money has been spent on developing the trails physically but nothing assigned for generating publicity about them. There are also concerns about maintenance of the trails. It was mentioned that weather conditions could create damage such as slips, resulting in significant maintenance requirements. The trails have not yet been tested in terms of how long it takes to fix issues, how often this work is required, how much it costs and who is responsible. This doesn t seem to have been well determined when the trails were planned and built or at least businesses are not confident about the plan as they haven t been tested. There may be a need for more on track facilities such as access to drinking water, toilet facilities and shelter as more people use the trails over time. The last thing we want is the experience denigrated by not having sufficient toilets. (National Park) In Hauraki there is concern about a 15% commission to be paid for bookings through the official trail website 5% to go to trail maintenance as it will hit accommodation operators, for example, but not food related businesses or out of town bike tour operators (e.g. those with nationwide itineraries). A similar issue is faced in Queenstown where the council requires operators who are guiding on the trail to pay a concession fee. This is perceived as unfair, as most operators use that trail in addition to non official cycle trail trails and other businesses benefiting from the trail do not have to contribute such as nearby accommodation providers, cafes and bike hire shops. There are further concerns in Hauraki about benefits being limited due to the trail s proximity to Auckland. The feeling is that it s difficult to get Aucklanders to stay overnight as it s only a 1.5 hour drive home. Businesses are concerned the trail may become a day trip and, because using the trail itself is free, visitors won t contribute towards the local area or upkeep of the trails. Another issue is the bike specific knowledge of people that are involved or becoming involved in the industry. There is a sense that they need to up skill so that they can advise visitors appropriately and know what rides to recommend to certain people. Product information about the trails (i.e. where trails are and what they are like) and bikes (i.e. what sorts of bikes are available and how they are matched to users) may be lacking. It is felt that this will develop over time but in the short term will be a potential quality issue. Related to this, visitors often don t appreciate the topography of the trails. A distance can be covered in vastly different times depending on the topography and the fitness or experience of the cyclist, so businesses need to be able to advise cyclists for both user safety and satisfaction. 1 November 213 21 of 15

There is demand for better maps and signage regarding the trails, especially through towns. It is thought that maps should have more complete information on distances, types of terrain, level of rider, travel times and amenities available. Secure parking facilities could also be improved in some regions. It is considered that some councils have not yet provided infrastructure to support the trails. I ve been trying to get a bike rack in Arrowtown for a while in the main street. You can tie your horse up but not your bike. (Queenstown) Visitors who are cycle tourists (i.e. planning to cycle around NZ for a couple of months) also don t tend to have bikes that are suitable for the trails. Instead these visitors tend to have road bikes with panniers. The cycle trails are best suited to mountain bikes so it is not straightforward for these visitors to use the trails going off the road. On the Hauraki trail there are gates, designed to stop motorbikes and make crossing the road safer, that are very tricky for bikes with panniers to negotiate. Conflict is already being experienced amongst users of some trails. In Arrowtown, for example, the trail links up with an existing walking track and there is conflict between users of baby buggies, older walkers and cyclists. This issue is intensified by the fact that cyclists are often going fast as it is near the start/end of the trail. The people that are walking are already complaining and some people won t walk out there anymore (Hauraki) 4.5 Specific Case Trail Characteristics Mountains to Sea Trail This is the most established of the four trails, with sections such as the Mangapurua Track open to riders since 21. As a result, the communities of Ohakune and National Park have already had two summer seasons of operation. just over the last 12 months there s been a substantial investment for destination marketing. (National Park) As with the other trails, the majority of use occurs on specific sections, which are quite separate from one another: Fishers Track, Old Coach Road and Mangapurua and Kaiwhakauka Tracks (Bridge to Nowhere). The trails in the Mountains to Sea are generally more difficult to ride and remote (Mangapurua and Kaiwhakauka Tracks) than the other three case study trails and, as a result, attract a more intermediate level mountain biker. We re even getting people coming over from like Australia groups of 4 or 6. They ll do a day up in Rotorua and come up here and do the 42nd and the Mangapura (Ohakune) The use is predominately domestic, although sections such as the Old Coach Road that are easier and more accessible than the Bridge to Nowhere attract more international visitors. Because of the location and distance to major urban centres, riders generally stay overnight in the region. People are different people the people that ride the Old Coach Road more families they can take their kids and the people that go from Mangapurua more hard out mountain bikers. And basically a lot of the 1 November 213 22 of 15

people who I find anyhow go to Mangapurua are probably New Zealanders at this stage. And then the Old Coach Road are more tourists like overseas sort of people (Ohakune) The trail is becoming an important summer product for the region and has also given winter visitors another activity to do on non skiing days. The benefits have been incremental with many existing businesses expanding and diversifying into cycle trail services, as opposed to new businesses being established. they never used to open in the summer they d be closed up all summer they d go to America skiing or something but now they re open all year round. (Ohakune) Current key sections include: Fishers Track a 17km beginner to intermediate ride from National Park to the Retaruke Valley. The track is ridden in the downhill direction from National Park with a return by shuttle. Old Coach Road 14km Ohakune Old Coach Road leads from Ohakune to Horopito. The trail is excellent for beginners and families and is ridden in both directions. Shuttles are available to those riding one way. Bridge to Nowhere/Mangapurua Track the majority of riders on the 35km Mangapurua Track start and finish in Raetihi. The trip is well supported by operators who shuttle riders to the start of the track, pick them up by jet boat at Mangapurua Landing and take them to Pipiriki where they return by shuttle to Raetihi. Whanganui River Road a scenic 76km public road from Pipiriki to Whanganui. This is used more by touring cyclists rather than mountain bikers, although there are a small number of people who ride the entire route from National Park. Hauraki Rail Trail The Hauraki Rail Trail has only been fully operational for a few months and is considered a significant attraction/activity within its local area (although there are other tourist attractions in the region which also attract significant visitor volumes). Local businesses indicate that there are distinct pockets within which the benefits of the cycle trail are already very visible: Paeroa and Waikino in particular. Thames, on the other hand, has seen fewer visitors (the trail does not extend fully into town at this stage) and is often bypassed from Kopu towards Matatoki and onwards to Paeroa. Yeah a lot of people are parking in the old Kopu Bridge and so quite often you ll go past there and there s cars or utes with bike racks on. And because they re not coming into town you know no one s necessarily getting the benefit. If you re at the start or the finish of the trail you lose a lot of advantage. So it s a disadvantage severe disadvantage for Thames to be at the end of the trail. Focus group participants in Paeroa represented a variety of local businesses, some of which were already (in November) experiencing peak season like volumes of business as a result of the trail. Feedback from Thames was more subdued but local businesses still remain hopeful of an uplift in the coming summer season. Local support for the trail is strong, although there are significant issues and negative sentiments surrounding the management/governance of the trail. I mean the only place I know that s been getting numbers is in Karangahake Gorge 1 November 213 23 of 15

the business is growing so far. I m already into the first week of January as far as turnover is concerned. On 26 th of December it just goes insane down there with the cyclists. So what we re going to do for a start just about all in place now there ll be more students coming on over the 8 week period and we ll hope for the best. Local businesses indicate that there are three distinct sections of the trail that users ride: from Kopu/Thames to Paeroa; from Paeroa to Waikino (the busiest section); and from Te Aroha to Paeroa (the quietest section at this stage). As with the other cycle trails, there is a view that most users are of domestic origin (with Auckland being a key market for the Hauraki Rail Trail). The majority of domestic visitors are perceived to visit the trail on a day trip, due to its relatively close proximity to Auckland. Many day visitors come in to ride the Karangahaka Gorge section. Overnight visitation shows signs of picking up significantly in the short term as well, especially towards Paeroa (but not Thames). The problem I see with Thames is that because 2/3rds of New Zealand s population is only 1 ½ hours away, the potential is for people to rock in on a Saturday morning, ride the trail, stay somewhere else, come back, pick their car up and leave. So the financial benefit for the community is potentially minimal out of the whole project. In terms of trail users, local businesses observed mainly older, middle aged groups (including the type of user colloquially termed weekend warriors ), as well as couples or groups seeking a gentler cycling experience with opportunities to stop along the trail to enjoy the food, arts and crafts for example, as well as scenic and heritage sites (e.g. cheese factory at Matatoki, gold mining heritage sites, historic train ride at Waikino, Karangahaka Gorge scenic sites, Te Aroha hot springs). And these guys in their late 5s and 6s and business guys from Auckland used to go to the mountains skiing. And they say now they don t go skiing anymore cause they get busted up they now have $3 bikes and these natty sort of pickup trucks it s a new culture. I think people are looking for things to do on the way and Matatoki is probably quite a good example there with the cheese factory. They get a lot of groups calling in there just for a look and they re also a café so ditto would be with yeah it s things on route really that people are looking for. And that was what we found when we did the trail in Central Otago and it wasn t so much the actual trail, it was the things you do on the way that was important. One of the business owners from Te Aroha sees opportunities for the Hauraki Rail Trail to become internationally renowned in further extending the trail past Matamata to include Lord of the Rings Hobbiton sites. Current key sections include: Kopu/Thames to Paeroa easy ride. Used by visitors and locals alike for cycling and walking. There are a couple of attractions along the way such as the Cheese Factory at Matatoki and Café at Hikutaia. Paeroa to Waikino intermediate. Most popular and scenic section with many add on experiences and attractions. Te Aroha to Paeroa At this stage a more quiet section of the trail however businesses in Te Aroha remain optimistic of an uplift in the coming season. 1 November 213 24 of 15

Motu Trails The Motu Trails have only been fully operational for a few months and have quickly become the most significant attraction/activity within the local area. There are few other tourist options in comparison to other cycle trail areas which are typically located in more established tourism destinations. Members of the group envisaged that the trail will become the Opotiki district s identity. We don t necessarily have an identity here in this town and I think we could become the biking town of New Zealand.it could become our identity. The Motu Trails comprise four distinct sections, which also show distinct use patterns and user characteristics. Current use is varied by trail section and type of rider. For example, the Dunes Trail was described as more family orientated, whilst the levels of difficulty increased through the other sections (e.g. Pakihi and Old Motu Road). I think that the Dunes Trail section of the Motu Trail.[is] a real great family activity. We ve got 17 kids out there today from Mt Ruapehu the school s come through and then go along the Dunes Trail. For certain parts of it [Pakihi and Motu Road] you need a fairly decent fitness level if you re looking at the multi day option.so I guess all of that narrows down the demographic." At this stage it was identified that most cyclists came from domestic markets (often from neighbouring regions). However businesses noted a slight influx of Australian riders due to a published mountain bike DVD which includes a feature on the Motu Trails. Our main customers are domestic predominantly North Island at the moment.mainly [from] Rotorua, Tauranga, Whakatane, Auckland. The Australian mountain bike community are just buzzing about it.there s lots and lots of riders over there talking about it We re seeing a really big increase in riders from Australia riding that track [the Motu Trail] on Mondays. They come on the flight from Australia on the Friday and then they fly out again on the Tuesday so they re doing Rotorua two days.and then they re doing [the Motu Trail] usually on Monday. Key sections of the Motu Trails are: Dunes Trail easy ride, 19km out and back. Used by visitors and locals alike for cycling and walking. School groups are also starting to come in. Seen as good for family use. Motu Road Trail intermediate, 78km. At this stage a lesser used section in itself extending to Matawai. Parts of this trail mostly used by riders completing the Loop Trail. Pakihi Track advanced, 44km. Popular section for intermediate to advanced mountain bikers. Mostly used downhill with some visitors catching bike shuttles from Opotiki or Bushaven to the top and then riding back. Loop Trail advanced, 91km. Encompassing the Dunes/Motu Road and Pakihi sections. Users of this long loop are most likely to make use of accommodation along the trail. 1 November 213 25 of 15

There is strong community support, goodwill and engagement, with existing businesses diversifying to serve the cycle market and some newly established business emerging in anticipation of the cycle market. Consensus is that it is still early days however and any larger scale impact will build during the coming summer season and over the coming years. Extremely positive feeling about the trail within the local community. It s very good for the community. We basically decided to start it up basically to complement the accommodation [hire and shuttle]. We re builders by trade.we opened [a cycle hire and shuttle service] because of our position along [the trail] and thought okay here s an opportunity. Queenstown Trails Queenstown has a number of bike related operators established prior to the cycle trails, such as transport and bicycle hire operators. These businesses have been built around cyclists use of alternative terrain such as back country, downhill and DOC tracks. As a result, the cycle trails are generally seen as adding to an existing infrastructure. Biking (including use of the Queenstown Trails) is also seen as just one of many things to do in Queenstown. This is a popular visitor destination and there are numerous options available when people consider how to spend their time. Focus group participants feel that the cycle trail is unlikely to define the area and will compete for attention with other activities and attractions. We re not really interested in getting into having a cycle hire or tour business. We ll stick to what we re good at which is bungy jumping and some of those more extreme events but certainly working with the wider range of adventure tourism. The Queenstown Trails currently attract users of all types including walkers, runners, dog walkers, people with baby buggies, children and the elderly. It is believed that the majority of present use is by Queenstown locals rather than visitors (estimated at up to 9% by one participant). Baby boomers seeking soft adventure are seen as a key future market. This market requires a mix of adventure and relaxation looking to experience the trails at their own pace. We re seeing now that soft tourism.... it s the baby boomers who want to get on the bike but at the end of it they want to relax.... they want to ride one way stop have something to do have lunch have a glass of wine and then the bikes go onto the racks and they take their car. The number of cycle trail tour operators and associated businesses are expected to consolidate over time. It is believed that a lot of businesses are initially keen to get a slice of any opportunities, but that as a new product in Queenstown the cycle trails will take a while to become established. I ve got to get some things to hang bikes up. But I haven t done it yet cause I m waiting to see if there s a big rush of bicycles arriving. 1 November 213 26 of 15

It usually takes that first year for everyone to get used to and everyone develops their storage and the shops in town get used to what kind of bikes people want. Use of the cycle trail is seen as a perfect complement to the ski season, as an activity that does not require snow. It is also an alternative activity when the weather is bad on the mountains, making some businesses more viable as year round operators. I think that we ll see over the next few years an increase in how many shops sort of rent out bikes as well.... there used to be only a few shops that did bikes but with the gondola now and the trail as well, obviously they re completely different bikes that you use. So we ll see a lot more of the winter shops turn to bike shops. Economic development regarding the cycle trails is currently in an investment phase with businesses buying bikes to hire out, trying to establish themselves around the trail and creating an understanding of how they can cater for cycle tourists (e.g. bike racks at vineyards). Local businesses suggest it s too early to know how they will do and what the ongoing benefits will be. Well I was thinking I was going to need bike storage so I just was thinking if I m going to need bike storage I ll turn my ski storage area that s fairly easy you just put the racks up and store them up all above. It is felt that Trail users are likely to seek advice from a wide range of people such as accommodation hosts, rental operators and tour operators and considered important that those providing information have a sound knowledge of the trails including conditions, distances, bikes, and bike maintenance to ensure users are safe and have a positive experience. This knowledge is only developing at present. They ve got to be actually understanding bicycles fat tyres skinny tyres 26 inches 28 inches. Matching customers to the right part of the Trails is seen as a key consideration by some to ensure accidents are avoided and people don t get into trouble. Current key sections include: Queenstown to Arrowtown intermediate, 27 km. This trail takes in the Shotover River, and crosses the restored historic bridge and the Millbrook Resort. The trail is an easier ride from Arrowtown to Queenstown (more downhill) than the reverse. Gibbston River Trail intermediate to advanced, 7km. The Gibbston River Trail is said to follow a relatively easy gradient alongside the Kawarau River (providing access to wineries and historic archaeological sites) but feedback from local businesses is that the trail is more challenging than implied. Lake Wakatipu Ride easy, 15kms. Starts/finishes at the Queenstown town centre and follows Lake Wakatipu around to the Queenstown golf course. A flat and easy ride with wide trails designed for walkers and riders to share. Ideal for families with young children. Jacks Point Track advanced, 12km. A ride for those wanting to be challenged, with the last 3kms being particularly steep and technical. This track starts at the Queenstown golf course side of The Lake Wakatipu Ride, with the track continuing around the lake before turning up to Jacks Point Club House. Lake Hayes Loop easy, 9km. An ideal family track that is popular with the locals. One of the most scenic rides in the Wakatipu basin and is used by both cyclists and walkers. The loop can be completed in either direction, but starting at the top from Rutherford Road it is easier in an anti clockwise direction. 1 November 213 27 of 15

5. Findings from Trail User Survey 5.1 Cycle Trail User Profile Do you live in the Trail area shown on the map or elsewhere in New Zealand? Respondents were provided with a map that defined the cycle trail area (refer Appendix A) and were asked to indicate whether or not they lived in the trail region. Across all trails the majority of users were visitors to the region in which the trail was located. Local use was highest on the Queenstown Trails, with just over 4% of users being local residents. The Motu Trail, Mountains to Sea Trail and Hauraki Rail Trail were all characterised by similar proportions of visitor and local usage. From Cycle Trail Area by Cycle Trail From Cycle Trail Area No, live elsewhere Yes, live in trail area 1 1 9 13% 13% 15% 9 8 7 43% 8 7 6 6 % 5 5 4 87% 87% 85% 4 3 2 57% 3 2 1 1 Autobase On Motu Trails Mountains to Sea Queenstown Trail Hauraki Rail Trail Cycle Trail New Zealand residents made up the majority of visiting cycle trail users. The proportion was particularly high on the Motu, Mountains to Sea and Hauraki Trails. Visitors from Australia and other international markets were more prevalent on the Queenstown Trails; a finding which is not surprising given Queenstown s status as a popular international visitor destination. The smallest proportion of international visitors was apparent on the Hauraki Rail Trail. Main Markets by Cycle Trail Main Markets Domestic Australian Other Int'l 1 9 8 6% 5% 11% 31% 1 9 8 7 7 6 15% 6 % 5 4 89% 87% 96% 5 4 3 2 1 54% 3 2 1 Motu Trails Mountains to Sea Queenstown Trail Hauraki Rail Trail Cycle Trail Base - No, live elsewhere (From Cycle Trail Area) 1 November 213 28 of 15

When domestic cycle trail visitors are broken down by region of origin it becomes apparent that the trails tend to attract visitors from other regions which are in close proximity. For example, Auckland residents were prevalent amongst domestic visitors using the Hauraki Rail Trail, as were Bay of Plenty residents amongst those using the Motu Trail. New Zealand residents using the Mountains to Sea Trail were predominantly from neighbouring/nearby North Island regions, while the Queenstown Trails attracted a high proportion of domestic visitors from South Island centres. Aside from the 2% of domestic visitors from Auckland using the Queenstown Trails, almost all trails are marked by a high proportion of same island usage. Domestic Region by Cycle Trail Cycle Trail Motu Trails Mountains to Sea Queenstown Trail Hauraki Rail Trail 6 54% 6 5 5 4 38% 4 % 3 2 1 24% 21% 17% 16% 16% 11% 5% 5% 7% 5% 1% 1% 2% 2% 1% % % 1% 27% 2% 22% 13% 8% 2% 1% 1% 1% 1% 1% 1% 2% 14% 3 2 1 Otago Waikato Nelson Auckland Northland Bay of Plenty Gisborne Hawke's Bay Manawatu Wanganui Taranaki Wairarapa Wellington Canterbury West Coast Marlborough Tasman Southland Autobase On New Zealand Region Base - No, live elsewhere (From Cycle Trail Area) and Domestic (Main Markets) A breakdown by international market of origin shows a relatively high proportion of international visitors using the Motu Trails originating from Australia, and a very high proportion of those using the Mountains to Sea Trail originating from European markets (UK, Germany, Netherlands, Denmark and Ireland all featuring). International Visitors by Cycle Trail Cycle Trail Motu Trails Mountains to Sea Queenstown Trail Hauraki Rail Trail 6 6 5 5% 5 4 39% 38% 4 % 3 2 1 32% 14% 3% 24% 1% 5% 6% 11% 19% 5% 4% 1% 5% 5% 5% 5% 5% 2% 2% 2% 2% 1% 1% 1% 1% 3 2 1 Australia Canada Ireland Japan Spain Sweden Brazil United States United Kingdom Germany Netherlands Switzerland Denmark Hong Kong Singapore Autobase On Country (Grouped) Base - No, live elsewhere (From Cycle Trail Area) and International (Origin Grouped) 1 November 213 29 of 15

Across the four trails, users were split relatively evenly by gender. However, the Mountains to Sea Trail appears to attract more men than women, while the reverse is apparent on the Hauraki Rail Trail. Gender Gender Female Male 1 1 9 9 8 7 52% 56% 5% 41% 8 7 6 6 % 5 5 4 4 3 2 48% 44% 5% 59% 3 2 1 1 Motu Trails Mountains to Sea Queenstown Trail Hauraki Rail Trail Cycle Trail It is evident that the trails were most popular with the older demographic (the 45 to 59 year age group in particular). While the age profile of users of the Queenstown Trails was more widely dispersed across the range of age groups, and younger overall, the Hauraki Rail Trail attracted a noticeably higher proportion of users in the older age groups (and particularly users aged 6 years or more). Age Cycle Trail Motu Trails Mountains to Sea Queenstown Trail Hauraki Rail Trail 3 3 % 2 1 2% 2% 9% 5% 6% 5% 3% 3% 3% 7% 12% 3% 1% 9% 6% 18% 13% 11% 17% 14% 19% 15% 11% 17% 12% 6% 13% 9% 3% 5% 9% 1% 1% 2 1 15 to 19 years 2 to 24 years 25 to 29 years 3 to 34 years 35 to 39 years 4 to 44 years 45 to 49 years 5 to 54 years 55 to 59 years 6 to 64 years 65 to 69 years 7 years or more Autobase On Age 1 November 213 3 of 15

Reflecting the age profile of cycle trail users, the largest lifestage groups evident in the Trail User sample were married/couples with children living at home and empty nesters. Results for the Queenstown Trails were relatively more widely dispersed across the various lifestage segments. As suggested by the age profile, usage of the Hauraki Rail Trail was particularly high in the empty nesters segment. Lifestage by Cycle Trail Lifestage Single never had children Married/couple never had children Single with children living at home Married/couple with children living at home Single with children no longer at home Married/couple with children no longer at home Other 5 5 44% 4 38% 4 % 3 2 18% 25% 32% 22% 23% 21% 15% 25% 24% 32% 3 2 1 8% 11% 1 3% 1% 3% 4% 4% 2% 2% 3% 2% 3% Motu Trails Mountains to Sea Queenstown Trail Hauraki Rail Trail Cycle Trail 2% Trail usage was also well dispersed by domestic tourism market segment although members of the Immersing and Creating market segments made up the largest proportions of domestic trail users 1. In particular, both the Motu and Mountains to Sea Trails were marked by a strong presence of users from within these segments, whilst the Hauraki Trail also attracted high proportions of users from the Being There and Embracing Life market segments. Domestic Tourism Market Segment Domestic Tourism Market Segment Being There Searching Rewarding Immersing Making Do Embracing Life Creating Aiming High 1 9 8 7% 1% 1% 7% 23% 21% 19% 17% 1 9 8 % 7 6 5 4 3 2 1 Autobase On 16% 18% 13% 8% 24% 28% 7% 9% 1% 12% 17% Motu Trails Mountains to Sea Queenstown Trail Hauraki Rail Trail Cycle Trail 11% 7% 14% 12% 25% 19% 6% 19% 7 6 5 4 3 2 1 Base - Domestic (Main Markets) 1 The original Domestic Tourism Market Segmentation was undertaken by Angus & Associates in 29/1 on behalf of the then Ministry of Tourism. The study identified eight discrete domestic market segments, each with a specific demographic profile and with specific travel needs, attitudes and behaviour. A summary of the eight domestic tourism market segments is attached as Appendix F to this report for reference. 1 November 213 31 of 15

5.2 Awareness How did you hear about the trail? Across the trail samples, sources of information varied although word of mouth was significant across the board. Other channels which were influential in generating awareness of the cycle trails included newspapers, special interest publications (particularly in relation to the Mountains to Sea Trail), and cycle specific online channels. Roadside/other signage was also significant in the context of the Queenstown Trails and, to a lesser extent, the Hauraki Rail Trail. First Heard about Cycle Trail Motu Trails Mountains to Sea Queenstown Trail Hauraki Rail Trail From a friend or family member 52% 39% 32% 47% Newspaper 14% 1% 2% 29% Roadside/other signage 5% 5% 21% 14% Online through the Trail website 19% 13% 1% 18% Through work/work colleagues 11% 7% 11% 14% Other 6% 5% 13% 9% From someone else known/met while travelling 1% 7% 1% 1% Online through NZ Cycle Trails website 1% 22% 5% 14% From accommodation provider 8% 8% 12% 2% Brochure/flyer 12% 15% 7% 6% i SITE/visitor information centre 9% 12% 7% 5% Cycling/mountain biking book/magazine 18% 32% 4% 5% Local bike tour/transport company 5% 8% 6% 2% Guide/travel book 3% 8% 4% 3% Through mountain bike or cycle club/association 8% 9% 5% 1% Television % 3% 2% 6% Online through another website 5% 9% 3% 3% Other magazine 1% 6% 2% 4% Radio 1% 1% 2% 4% Other social media 1% 2% 2% 2% Through school 1% % 2% 1% Poster 4% 2% 2% 1% Facebook 1% 3% 1% % Don't know/can't recall % 1% 3% 1% 1 November 213 32 of 15

Other sources of information on the cycle trails included awareness from living/staying nearby, previous experience, and involvement in the trail construction (physically, financially or as an observer). Others mentioned awareness gained via bike hire and cycle shops, by chance, simple local knowledge and having always known about it. Several comments were also made about a DVD creating awareness of the cycle trails. If only visitors to the cycle trail region are considered, word of mouth was a strong influence. Compared with users of other trails, users of the Queenstown Trails were more likely to indicate that their awareness had been generated by an accommodation provider or by roadside signage, whilst users of the Hauraki Rail Trail were more likely to mention awareness generated by newspaper content. Refer to table below. First Heard about Cycle Trail (Visitors) Motu Trails Mountains to Sea Queenstown Trail Hauraki Rail Trail From a friend or family member 51% 37% 3% 48% Roadside/other signage 5% 5% 23% 12% Newspaper 11% 7% 9% 25% Online through the Trail website 2% 14% 8% 19% Online through NZ Cycle Trails website 12% 23% 5% 15% From someone else known/met while travelling 11% 9% 12% 1% From accommodation provider 9% 8% 18% 3% Through work/work colleagues 1% 4% 6% 12% Other 5% 5% 1% 6% i SITE/visitor information centre 9% 13% 1% 5% Brochure/flyer 13% 12% 9% 5% Cycling/mountain biking book/magazine 18% 32% 4% 6% Guide/travel book 3% 9% 7% 4% Local bike tour/transport company 4% 7% 8% 1% Online through another website 6% 8% 5% 3% Other magazine 2% 6% 2% 5% Television 1% 3% 1% 5% Through mountain bike or cycle club/association 6% 8% 1% 1% Radio % 1% 1% 2% Poster 4% 1% 2% 1% Through school % % 1% 1% Other social media 1% 1% % 1% Facebook 2% 2% % % Don't know/can't recall 1% 1% 2% 1% 1 November 213 33 of 15

5.3 Visitation On this occasion, was the (TRAIL)? A large proportion of respondents from the Hauraki Rail Trail (almost 8%), Mountains to Sea Trail (64%) and Motu Trails (6%) indicated that the cycle trail was the only or main reason they had visited the region. This proportion was much lower amongst those using the Queenstown Trails (5% 13% refer note to chart) a possible reflection of the number of other activities Queenstown has to offer and it s established positioning as a tourism destination. Role of Trail in Decision to Visit Region Role of Trail in Decision to Visit Region Only reason to visit Main reason for visit One reason to visit One reason to visit longer Already visiting anyway 1 9 8 23% 14% 11% 1% 1 9 8 7 6 15% 2% 59% 29% 7 6 % 5 18% 3% 5 4 4 3 2 1 22% 5% 42% 34% 7% 6% Motu Trails Mountains to Sea Queenstown Trail Hauraki Rail Trail Cycle Trail Base - No, live elsewhere (From Cycle Trail Area) *Further investigation of the survey data suggests that some Queenstown respondents may have misinterpreted the question that determines main or only reason to visit and it is considered that these proportions are more likely to be in the order of 2.5% only reason to visit and 2.5% main reason to visit respectively. 3 2 1 Including the occasion on which you were contacted about this survey, how many times have you cycled, walked, run or otherwise experienced the (TRAIL)? The majority of users on the Motu, Mountains to Sea and Hauraki Trails had not used the trails before, while corresponding with a high proportion of local users half of all Queenstown Trail users sampled had used the trails on five previous occasions or more. Previous Visitation Previous Visitation Once Twice 3 4 times 5 times or more 1 9 8 7 8% 8% 1% 15% 13% 19% 5% 13% 14% 15% 1 9 8 7 6 6 % 5 5 4 3 69% 58% 11% 12% 58% 4 3 2 2 1 26% 1 Autobase On Motu Trails Mountains to Sea Queenstown Trail Hauraki Rail Trail Cycle Trail 1 November 213 34 of 15

If only visitors to the trail regions are considered, results also vary across the cycle trails. The great majority of visitors to the Motu Trail stated that this was their first visit, while more than a third of those using the Mountains to Sea and Hauraki Rail Trails had visited the trail at least twice before. Queenstown had the highest level of repeat visits, with 4% of respondents having used the Queenstown Trails on at least three previous occasions. Previous Visitation Previous Visitation Once Twice 3 4 times 5 times or more 1 9 8 9% 12% 15% 27% 7% 13% 1 9 8 7 2% 13% 14% 7 6 6 % 5 18% 5 4 3 74% 61% 65% 4 3 2 1 41% 2 1 Autobase On Motu Trails Mountains to Sea Queenstown Trail Hauraki Rail Trail Cycle Trail Base - No, live elsewhere (From Cycle Trail Area) Within the local community, the extent of previous use also varies by cycle trail. As seen below, a very high proportion of Queenstown resident users reported having used the Queenstown Trails on at least five occasions prior to that on which they were contacted about the survey. However, all the trail results suggest that although the trails are a valuable tourist attraction they are also important to the locals and used on a regular basis. Previous Visitation Previous Visitation Once Twice 3 4 times 5 times or more 1 1 9 8 3% 27% 45% 9 8 7 6 13% 15% 8% 7 6 % 5 4 2% 15% 2% 5 4 3 2 1 Autobase On 19% 37% 42% 9% 16% 6% Motu Trails Mountains to Sea Queenstown Trail Hauraki Rail Trail Cycle Trail 3 2 1 Base - Yes, live in trail area (From Cycle Trail Area) 1 November 213 35 of 15

5.4 Decision Making Behaviour For what reasons did you choose to use the (TRAIL), rather than another trail, on this occasion? In relation to all trails, the main reasons for trail choice included trail location and scenery/landscapes on/near trail although results varied by trail. For example, trail location/convenience was more of a factor in regard to the Queenstown Trail but less of a determinant for those choosing the Motu and Mountains to Sea Trails (clearly due to their more remote locations). Choice of the Hauraki Trail was often driven by its suitability for people of all fitness levels, reflecting the terrain it is built upon. Reasons for Trail Choice Motu Trails Mountains to Sea Queenstown Trail Hauraki Rail Trail Trail location/convenience 42% 31% 64% 51% Scenery/landscapes on/near trail 48% 61% 55% 4% Suitability for people of all fitness levels/abilities 23% 26% 31% 42% Had not cycled/walked the trail before 45% 54% 25% 4% Had cycled/walked the trail before 1% 11% 31% 21% Recommendation 4% 34% 19% 21% Degree of technical difficulty/challenge 24% 31% 13% 14% Other activities/attractions near the trail 5% 13% 12% 15% Facilities/services on or near trail 7% 7% 1% 1% Only option given transport/time available 6% 4% 7% 6% Less crowded than other options 6% 9% 8% 2% Part of organised tour/package 2% 5% % 3% Other reasons 6% 6% 4% 6% Within the small proportion of visitors selecting other reasons, the three most commonly occurring themes were use of the trail for training, on the way to somewhere else, and the suitability of the trail for children. 1 November 213 36 of 15

Similar results were apparent if only visitors to the cycle trail regions are considered. In this context however, there was a slightly greater emphasis on the trail being a new/different experience as a factor in the user s decision making. Reasons for Trail Choice (Visitors) Motu Trails Mountains to Sea Queenstown Trail Hauraki Rail Trail Trail location/convenience 4% 26% 61% 46% Scenery/landscapes on/near trail 48% 61% 6% 38% Had not cycled/walked the trail before 46% 56% 36% 44% Suitability for people of all fitness levels/abilities 25% 25% 33% 42% Recommendation 42% 35% 26% 22% Had cycled/walked the trail before 8% 9% 23% 18% Degree of technical difficulty/challenge 25% 29% 12% 15% Other activities/attractions near the trail 6% 14% 13% 15% Facilities/services on or near trail 7% 7% 1% 1% Only option given transport/time available 7% 4% 9% 6% Less crowded than other options 5% 1% 8% 1% Part of organised tour/package 2% 5% 1% 3% Other reasons 7% 5% 3% 7% How long before you used the (TRAIL) did you decide to do this? Respondents were asked when they had decided to use the trail. Considering only visitors from outside the trail region, approximately three quarters of respondents from the Mountains to Sea and Hauraki Trails and two thirds of Motu Trail respondents had decided at least a week prior to using the trail. Furthermore, between 4% and 55% had made their decision at least four weeks prior. More immediate decision making is apparent amongst those using the Queenstown Trail, suggesting that this is most often a spontaneous decision (and likely incidental to users main reason for visiting the region). Decision Made Prior to Use of Trail... Length of Time Prior to De.. The same day Within 1 or 2 days More than 2 days prior but less than a week More than 1 week prior but less than 4 weeks More than 4 weeks prior but less than 3 months More than 3 months prior but less than 6 months More than 6 months prior Don't know/can't recall % 1 9 8 7 6 5 4 3 2 1 Autobase On 6% 1% 14% 7% 11% 7% 26% 25% 35% 39% 25% 29% 19% 11% 9% 37% 9% 15% 12% 13% 7% Motu Trails Mountains to Sea Queenstown Trail Hauraki Rail Trail Cycle Trail 1 9 8 7 6 5 4 3 2 1 Base - No, live elsewhere (From Cycle Trail Area) 1 November 213 37 of 15

While noting small sample sizes for international visitors on all but the Queenstown Trails, these patterns short lead in times for those using the Queenstown Trails and relatively longer lead in times for those using the other case study cycle trails are evident in the decision making of both international and domestic visitors, as shown below. Lead in times are typically longest overall amongst domestic visitors. Decision Made Prior to Use of Trail... Length of Time Prior to De.. 1 The same day Within 1 or 2 days More than 2 days prior but less than a week More than 1 week prior but less than 4 weeks More than 4 weeks prior but less than 3 months More than 3 months prior but less than 6 months More than 6 months prior Don't know/can't recall 1 9 14% 16% 9 % 8 7 6 5 33% 32% 18% 45% 11% 11% 11% 8 7 6 5 4 3 19% 23% 32% 4 3 2 43% 2 1 24% 23% 16% 1 A b O Motu Trails Mountains to Sea Queenstown Trail Hauraki Rail Trail Cycle Trail Base - International (Origin Grouped) and No, live elsewhere (From Cycle Trail Area) Decision Made Prior to Use of Trail (Domestic Visitors) Length of Time Prior to De.. The same day Within 1 or 2 days More than 2 days prior but less than a week More than 1 week prior but less than 4 weeks More than 4 weeks prior but less than 3 months More than 3 months prior but less than 6 months More than 6 months prior Don't know/can't recall 1 9 8 7% 6% 7% 6% 13% 21% 19% 1 9 8 % 7 6 5 4% 39% 15% 29% 7 6 5 4 3 2 1 A t b O 29% 9% 8% 23% 7% Motu Trails Mountains to Sea Queenstown Trail Hauraki Rail Trail Cycle Trail Base - Only reason to visit or Main reason for visit (Role of Trail in Decision to Visit Region), Domestic (Origin Grouped) and No, live elsewhere (From Cycle Trail Area) 33% 22% 31% 8% 11% 4 3 2 1 1 November 213 38 of 15

Domestic visitors using the trails (but for whom this use was incidental to their main reason for visiting the cycle trail region) were characterised by much shorter lead in times than those visiting specifically to use the cycle trails. Decsion Made Prior to Use of Trail (Domestic Visitors) Length of Time Prior to De.. The same day Within 1 or 2 days More than 2 days prior but less than a week More than 1 week prior but less than 4 weeks More than 4 weeks prior but less than 3 months More than 3 months prior but less than 6 months More than 6 months prior Don't know/can't recall 1 9 8 7 14% 13% 6% 3% 7% 1% 1% 9% 14% 1 9 8 7 % 6 5 4 3 2 1 17% 27% 21% 34% 11% 9% 11% 21% 21% 34% 2% 16% 9% 12% Motu Trails Mountains to Sea Queenstown Trail Hauraki Rail Trail Cycle Trail Base - One reason to visit, One reason to visit longer or Already visiting anyway (Role of Trail in Decision to Visit Region), Domestic (Origin Grouped) and No, live elsewhere (From Cycle Trail A t b O 6 5 4 3 2 1 1 November 213 39 of 15

5.5 Transport to Trail What forms of transport did you use to reach your starting point on the (TRAIL)? When asked what mode of transport they had used to get to the cycle trails, respondents most often indicated private car/vehicle. Use of private vehicles was particularly common amongst users of the Hauraki Rail Trail. The Queenstown Trails had the highest proportion of users cycling and/or walking to the trail, a result which is not surprising given the proximity of the Trails to Queenstown and Arrowtown. In most instances other referred to a campervan or motorhome. A relatively high proportion of those using the Motu and Mountains to Sea Trails indicated that they had used specialised bike shuttle/transport to reach their starting point on these trails. See chart overleaf. Transport Modes Used to get to Start of Trail Cycle Trail Motu Trails Mountains to Sea Queenstown Trail Hauraki Rail Trail 1 9 9% 8 7 6 % 5 4 3 2 1 Other Train 1 9 8 61% 7 6 29% 43% 39% 35% 5 4 3 13% 5% 1% 3% 4% 4% 3% 5% % 3% 5% 1% 2% % 1% % % 1% 2 1 Cycling Private car/vehicle Specialised bike shuttle/transport Walking/running Domestic or int'l flight Other rental car/vehicle Tour bus Public transport Jetboat Autobase On Transport Modes Used to get to Trail Start Similar results are apparent amongst visitors to the cycle trail regions, with walking/running to the Queenstown Trails even more pronounced amongst this group. Transport Modes Used to get to Start of Trail % 1 9 8 7 6 5 4 3 2 1 Cycle Trail Motu Trails Mountains to Sea Queenstown Trail Hauraki Rail Trail 91% 63% 41% 35% 38% 25% 14% 3% 4% 7% 8% 3% 3% 2% 3% 1% 4% 1% 1% 1% 2% % 1% 1% 1% % 1% 1 9 8 7 6 5 4 3 2 1 Walking/running Public transport Specialised bike shuttle/transport Domestic or int'l flight Other rental car/vehicle Private car/vehicle Rental campervan Cycling Tour bus Other Train Jetboat Taxi Transport Modes Used to get to Trail Start Base - No, live elsewhere (From Cycle Trail Area) 1 November 213 4 of 15

5.6 Travel Party Including yourself, how many adults and children were in the group using the trail with you? Larger groups were evident on the Motu, Mountains to Sea and Hauraki Trails than on the Queenstown Trails (where groups most commonly included just one or two people). Total Number in Travel Party Total No. in Travel Party (Grouped) 1 person 2 people 3 people 4 people 5 people 6 people 1 9 8 11% 35% 33% 3% 7% 1 9 8 % 7 6 5 4 11% 19% 7% 14% 8% 43% 6% 19% 1% 7 6 5 4 3 7% 3 2 1 Autobase On 24% 32% 5% Motu Trails Mountains to Sea Queenstown Trail Hauraki Rail Trail Cycle Trail 32% 32% 2 1 Similar patterns are apparent when only results for visitors are considered. Total Number in Travel Party (by Visitors to Trail Region) Total No. in Travel Party (Grouped) 1 person 2 people 3 people 4 people 5 people 6 people 1 1 % 9 8 7 6 5 4 3 33% 32% 13% 34% 6% 11% 8% 5% 14% 48% 19% 21% 8% 9% 6% 9 8 7 6 5 4 3 2 1 25% 34% 27% 31% 2 1 Autobase On Motu Trails Mountains to Sea Queenstown Trail Hauraki Rail Trail Cycle Trail Base - No, live elsewhere (From Cycle Trail Area) 1 November 213 41 of 15

Across the Motu, Mountains to Sea and Hauraki Trails, user parties typically comprised two adults or groups of five adults or more. By comparison, the largest groups of Queenstown Trail users comprised a single or two adults. Total Number of Adults in Travel Party No. of Adults (Grouped) 1 Adult 2 Adults 3 Adults 4 Adults 5+ Adults 1 1 9 8 42% 36% 9% 6% 28% 9 8 7 7 % 6 5 4 14% 9% 13% 8% 45% 17% 11% 6 5 4 3 2 29% 36% 36% 38% 3 2 1 Autobase On 6% 6% 5% Motu Trails Mountains to Sea Queenstown Trail Hauraki Rail Trail Cycle Trail 1 Few parties included children (children were most prevalent amongst parties on the Hauraki Rail Trail). In the great majority of cases where children were present, they numbered just one or two. Total Number of Children in Travel Party No. of Children (Grouped) (2) None 1 Child 2 Children 3 Children 4 Children 5+ Children 1 9 8 5% 8% 5% 8% 5% 8% 8% 1 9 8 7 7 6 6 % 5 4 81% 87% 88% 74% 5 4 3 3 2 2 1 1 Autobase Off Motu Trails Mountains to Sea Queenstown Trail Hauraki Rail Trail Cycle Trail 1 November 213 42 of 15

And who were the people in your travel party? Most parties of visitors comprised couples or groups of friends, with the latter being most prevalent on the Mountains to Sea Trail. Travel Companions (by Visitors to Trail Region) Travel Companions My husband/wife/partner My child/children Other family members Friends Business associates A commercially organised/guided group A school or student group Cycling group 1 1 9 8 29% 25% 29% 9 8 7 34% 11% 7 % 6 5 4 12% 15% 9% 11% 9% 12% 13% 6 5 4 3 2 38% 37% 53% 43% 3 2 1 1 Total Responses Motu Trails Mountains to Sea Queenstown Trail Hauraki Rail Trail Cycle Trail Base - No, live elsewhere (From Cycle Trail Area) Amongst local users, children featured more prevalently within parties using the Queenstown and Hauraki Trails than either the Motu or Mountains to Sea. A relatively high proportion of local residents using the Mountains to Sea Trail were accompanied by members of a commercially organised/guided group or cycling group. Travel Companions (by Locals) Travel Companions My husband/wife/partner My child/children Other family members Friends Business associates A commercially organised/guided group Cycling group 1 9 8 1% 5% 11% 5% 31% 25% 1 9 8 7 6 34% 34% 1% 15% 7 6 % 5 2% 22% 5 4 26% 8% 4 3 8% 3 2 1 26% 29% 37% 35% 2 1 Total Responses Motu Trails Mountains to Sea Queenstown Trail Hauraki Rail Trail Cycle Trail Base - Yes, live in trail area (From Cycle Trail Area) 1 November 213 43 of 15

5.7 Nights Spent in Cycle Trail Region How many nights did you stay in (AREA)? Across all trails the majority of visitors reported that they had either arrived on the day of starting their cycle trail experience or within 5 nights of using the trail. Visitors using the Mountains to Sea and Queenstown Trails were more likely to have spent time in the region prior to using the trail, while almost two thirds of Hauraki Rail Trail users arrived in the region the same day. Number of Nights Spent in Area Before Using the Trail No. of Nights Spent In Area (Bef.. Nights Under 5 Nights 5 7 Nights 8 1 Nights 11 13 Nights 14 16 Nights 17 19 Nights 2 29 Nights 3 or More Nights 1 9 5% 1 9 8 37% 8 7 46% 7 % 6 5 84% 77% 6 5 4 4 3 63% 3 2 46% 2 1 16% 16% 1 Total Responses Motu Trails Mountains to Sea Queenstown Trail Hauraki Rail Trail Cycle Trail Base - No, live elsewhere (From Cycle Trail Area) The cycle trail was a one day experience for more than half of those using the Motu and Hauraki Rail Trails. By comparison, the cycle trail experience was a multi day experience for a very large proportion of those using the Mountains to Sea and (especially) Queenstown Trails. Number of Nights Spent in Area While Using the Trail No. of Nights in Area (While, Gr.. Nights Under 5 Nights 5 7 Nights 8 1 Nights 11 13 Nights 14 16 Nights 17 19 Nights 2 29 Nights 3 or More Nights 1 9 5% 1 9 8 7 4% 6% 43% 8 7 6 65% 6 % 5 5 4 4 3 52% 56% 3 2 38% 2 1 23% 1 Total Responses Motu Trails Mountains to Sea Queenstown Trail Hauraki Rail Trail Cycle Trail Base - No, live elsewhere (From Cycle Trail Area) 1 November 213 44 of 15

The patterns seen above are also reflected in time spent in the region by visitors after using the cycle trail. Number of Nights Spent in Area After Using the Trail No. of Nights in Area (After, Gro.. Nights Under 5 Nights 5 7 Nights 8 1 Nights 11 13 Nights 14 16 Nights 17 19 Nights 2 29 Nights 3 or More Nights 1 9 5% 25% 1 9 8 7 6 37% 47% 62% 8 7 6 % 5 5 4 75% 4 3 2 1 57% 52% 33% 3 2 1 Total Responses Motu Trails Mountains to Sea Queenstown Trail Hauraki Rail Trail Cycle Trail Base - No, live elsewhere (From Cycle Trail Area) Total nights spent in the trail area were therefore very different by trail. The majority of Mountains to Sea Trail users spent up to 4 nights in the region, while a large group of those using the Queenstown Trails were staying in the region for 5 nights or more. Again, this is likely to reflect Queenstown s positioning as a tourist destination and the fact that the Trails are but one of a number of attractions the region has to offer (and not necessarily visitors main reason for travelling to the region). The Hauraki Trail had the highest proportion of one day visitors, which reflects the Trail s proximity to the major population centres of Auckland and Hamilton from which many users are drawn. Total Number of Nights Spent in Trail Area Cycle Trail Motu Trails Mountains to Sea Queenstown Trail Hauraki Rail Trail 5 45% 5 4 4 34% 34% 3 3 % 2 1 9% 4% 12% 11% 5% 11% 15% 23% 12% 18% 2% 14% 5% 5% 7% 24% 4% 9% 7% 2% 1% 6% 3% 4% 3% 2% 1% % 1% 1% 2 1 None 1 night 2 nights 3 nights 4 nights 5 7 nights 8 1 nights 11 13 nights 14 16 nights 17 19 nights 2 29 nights 3 or more nights Total No. of Nights in Area (Grouped) Base - No, live elsewhere (From Cycle Trail Area) Average nights spent by visitors who came to the trail region only or mainly to use the cycle trail ranged from 1.3 nights for the Motu and Hauraki Rail Trails, to 2.2 nights for the Mountains to Sea Trail and 5.2 nights for the Queenstown Trails. In relation to other visitors to the trail region (those who indicated it was 'one reason to visit', 'one reason to visit longer' or that they were 'already visiting anyway'), a longer average visitation period was evident 7.4 nights for the Motu Trail, 5.5 nights for the Queenstown Trails, 3.6 nights for the Mountain to Sea Trail, and 2 nights for the Hauraki Rail Trail. 1 November 213 45 of 15

What was your main form of accommodation in (AREA)? The main types of accommodation used by cycle trail visitors varied significantly across the regions, reflecting the particular characteristics of both demand and supply. Holiday Parks/campground/campervan sites were the most common form of accommodation used by Motu Trail visitors, whilst lodges were the most common form of accommodation used by visitors on the Mountains to Sea Trail. A relatively high proportion of visitors using the Queenstown and Hauraki Rail Trails stayed in private accommodation. Other accommodation was typically specified as staying with friends or at a family house or apartment. Main Form of Accommodation in Trail Region Cycle Trail Motu Trails Mountains to Sea Queenstown Trail Hauraki Rail Trail % 1 9 8 7 6 5 4 3 2 1 26% 13% 24% 13% 9% 44% 17% 8% 23% 1% 12% 9% 3% 4% Hotel 26% 15% 12% 8% 1% 3% 5% 1% 1% 2% Lodge Other 1 9 8 7 6 5 4 3 2 1 Private home Motel/Serviced Apartment Rented home (e.g. holiday house, bach) Holiday Park/Campground/Campervan site Bed & Breakfast/Farm Stay/Guest House Backpacker/Youth Hostel Free camping Total Responses Main Form of Accommodation in Region Base - No, live elsewhere (From Cycle Trail Area) 5.8 Trail Experience And were you mainly? Survey respondents were asked to state how they had used the trail. Not surprisingly, the most common use was for cycling although large groups of Hauraki Rail Trail and (especially) Queenstown Trail users were walking or jogging the trails. Main Travel Method Main Travel Method Cycling the trail Walking/hiking Running/Jogging Riding a horse Quad/ATV biking Just passing through Other 1 9 7% 7% 16% 1 9 8 31% 8 7 7 6 6 % 5 4 87% 92% 84% 5 4 3 65% 3 2 2 1 1 Motu Trails Mountains to Sea Queenstown Trail Hauraki Rail Trail C l T il 1 November 213 46 of 15

The same patterns are apparent in the sample of visitors to the cycle trail regions. Main Travel Method Main Travel Method Cycling the trail Walking/hiking Running/Jogging Riding a horse Quad/ATV biking Just passing through Other 1 9 8% 8% 17% 1 9 8 7 36% 8 7 6 6 % 5 4 87% 92% 83% 5 4 3 6% 3 2 2 1 1 Total Responses Motu Trails Mountains to Sea Queenstown Trail Hauraki Rail Trail Cycle Trail Base - No, live elsewhere (From Cycle Trail Area) And about how many hours, in total, did you spend on the trail? The configuration of individual trails is clearly one determinant of time spent on the trails. For example, the average time spent on the Queenstown Trails is much lower than that on the Mountains to Sea Trail where there are fewer options for entering and exiting the Trail due to its remote location. Across all trails, the largest group of survey respondents spent more than an hour but less than four on the trails. Hours Spent on Trail Hours spent on Trail Less than one hour More than one hour up to 4 More than 4 hours up to 8 More than 8 hours up to 24 More than 24 hours up to 48 More than 48 hours 1 9 8 12% 6% 21% 7% 18% 18% 1 9 8 7 6 4% 26% 7 6 % 5 5% 5 4 63% 4 3 2 44% 52% 3 2 1 Total Responses 22% 8% Motu Trails Mountains to Sea Queenstown Trail Hauraki Rail Trail Cycle Trail 1 1 November 213 47 of 15

5.9 Trail Sections Experienced Which section(s) of the (TRAIL) did you experience on the occasion you were approached to take part in this survey? What was your starting/ending point on the trail? Motu Trail The Pakihi Trail track was the most popular section of the Motu Trail, followed closely by the Dunes Trail. Both sections were common starting and leaving points. A significant proportion of respondents had also completed the whole Loop. Amongst those responding other for start or leaving points, Motu School, Motu Village, Matawai, Bushaven Lodge and Opotiki were most commonly reported. Motu Trail Experience MOTU SPECIFIC EXPERIENCE Axes Sections Experienced Starting Point Leaving Point Dunes Trail 37% 36% 41% MOTU SPECIFIC EXPERIENCE Pakihi Trail Completed the Loop Trail Completed the Motu Road Trail 4% 3% 6% 9% 9% 14% 41% 4% 51% Other 5% 12% 13% 5 1 15 2 25 3 35 % (MOTU SPECIFIC EXPERIENCE) 4 45 5 55 A t b Off Base - Motu Trails (Cycle Trail) Hauraki Trail The majority of Hauraki Trail users experienced the Paeroa to Waikino or Waihi section; this area was also most commonly used as a starting and leaving point. Kopu or Thames to Paeroa was also a strong entry point, whilst main exit points included the Te Aroha to Paeroa and Te Aroha to Waikino/Waihi sections. Amongst those responding other for starting or leaving points, Karangahake Gorge Loop Walk and Waikino were most commonly reported. Hauraki Rail Trail Experience HAURAKI SPECIFIC EXPERIENCE Axes Sections Experienced Starting Point Leaving Point Kopu or Thames to Paeroa (or the reverse) 6% 14% 18% HAURAKI SPECIFIC EXPERIENCE Paeroa to Waikino or Waihi (or the reverse) Te Aroha to Paeroa (or the reverse) Kopu/Thames to Waikino/Waihi through Paeroa Kopu/Thames to Te Aroha through Paeroa Te Aroha to Waikino/Waihi through Paeroa 4% 4% 5% 2% 4% 12% 1% 9% 11% 1% 52% 71% Other 11% 15% 1 2 3 4 5 % (HAURAKI SPECIFIC EXPERIENCE) 6 7 8 Autobase Off Base - Hauraki Rail Trail (Cycle Trail) 1 November 213 48 of 15

Mountains to Sea Sections of the Mountains to Sea Trail experienced most commonly were: Bridge to Nowhere via Mangapurua Track, Ohakune Old Coach Road, Bridge to Nowhere to Pipiriki (via jet boat or canoe) and Fishers Track. These sections were also common starting and leaving points for trail users. In particular, starting points included Bridge to Nowhere via Mangapurua Track, Ohakune Old Coach Road, Fishers Track and also Raetihi to Ruatiti. Leaving points were often Pipiriki to Raetihi and Bridge to Nowhere to Pipiriki (via jet boat or canoe). Other starting and finishing points most commonly included the 42 Traverse Trail and National Park Village. Mountains to Sea Trail Experience MOUNTAINS TO SEA SPECIFIC EXPERIENCE Axes Sections Experienced Starting Point Leaving Point MOUNTAINS TO SEA SPECIFIC EXPERIENCE Bridge to Nowhere via Mangapurua Track Ohakune Old Coach Road Bridge to Nowhere to Pipiriki (via jet boat or canoe) Fishers Track Bridge to Nowhere via Kaiwhauka Track Pipiriki to Raetihi Raetihi to Ruatiti Fishers Track to Whakahoro (Oio Road) Turoa Mountain Road Horopito to Ruatiti (Middle Road) Whanganui River Road Other 3% 1% 5% 1% % 2% 5% 2% 5% 2% % 4% 1% 3% 4% 6% 8% 8% 8% 11% 2% 14% 2% 18% 18% 15% 14% 16% 23% 26% 26% 3% 35% 46% 5 1 15 2 25 3 35 % (MOUNTAINS TO SEA SPECIFIC EXPERIENCE) 4 45 5 Autobase Off Queenstown Trail Base - Mountains to Sea (Cycle Trail) The dominant section of the Queenstown Trail was the Lake Wakatipu Ride. This area was also reported as the most commonly used starting AND leaving point. Many other areas were experienced by trail users, however not as commonly to begin or end their trip. Amongst those responding with other areas for exit or entry points, Frankton, Shotover Bridge and Morven Ferry Road were most commonly noted. Queenstown Trail Experience QUEENSTOWN SPECIFIC EXPERIENCE Axes Sections Experienced Starting Point Leaving Point Lake Wakatipu Ride 62% 72% 69% QUEENSTOWN SPECIFIC EXPERIENCE Jack's Point Ride Countryside Ride Arrow River Bridges Ride Gibbston River Trail Lake Hayes Circuit Twin Rivers Ride Other 2% 5% 3% 3% 5% 4% 3% 2% 11% 11% 8% 13% 12% 8% 9% 19% 19% 1 2 3 4 5 % (QUEENSTOWN SPECIFIC EXPERIENCE) 6 7 8 Autobase Off Base - Queenstown Trail (Cycle Trail) 1 November 213 49 of 15

5.1 Expenditure One important objective underpinning the development of The New Zealand Cycle Trail was the delivery of economic benefit to the regions in which the trails are located. To a large extent, this economic benefit will derive from visitors travelling to the cycle trail regions because of the trails and their expenditure while in the region. Other contributors to economic impact are expenditure by businesses and other entities deriving benefit from the cycle trails and the employment they create as a consequence. As one component of a broader economic impact assessment, the current case studies consider how much visitors spent when they visited the trail and surrounding area and, of this expenditure, what would not have been spent were the trails not established (i.e. what proportion is new money that can be attributed to the cycle trail). Given this, respondents were asked to provide more detailed expenditure data if the trail was the only or main reason for their visit to the region, than if it were not. For respondents for whom this was the case, the question asked them to provide expenditure data for their entire visit to the area (i.e. including time on and off the trail) given we can assume this expenditure would not have been incurred if the trail didn t exist. This group has been termed Cycle Trail Visitors, as their expenditure best reflects the true economic impact of the trails (as far as visitor expenditure is concerned). Locals, and visitors who indicated the trail was one of the reasons, one reason you stayed longer, or something you decided to do since you were visiting the area anyway, were presented with a different version of the question. This asked them to provide expenditure information for their time on the cycle trail only (as well as expenditure incurred outside of this time that was related to the trail and wouldn t have been incurred otherwise, e.g. bike hire). This is because the majority of expenditure outside of this is likely to have been incurred anyway, and therefore is best not to be attributed to the cycle trail s existence. This group has been termed Other Users. Respondents that completed the survey during their experience were asked to estimate costs for the remainder of their time, so that the spend information provided best represented their total experience. Also, respondents were given the option of providing costs for themselves only, or for their group if easier (in which case it was apportioned to the group size with children under 15 being allocated 5% of the adult spend). The proportion of respondents answering each question type is outlined in the following table. Respondent Sample Motu Trails Mountains to Sea Queenstown Trail Hauraki Rail Trail Live in region 13% 13% 43% 15% Other Users Visitor to region 87% 87% 57% 85% (see below) Of the Visitors, the Trail is: Only reason to visit 42% 34% 6% 5% Cycle Trail Main reason to visit 18% 3% 7% 29% Visitors One reason to visit 15% 2% 22% 1% Other Users One reason to visit longer 3% 3% 5% 1% Already visiting anyway 23% 14% 59% 11% Therefore, Expenditure responses are split: Cycle Trail Visitors 52% 56% 7%* 67% Other Users 48% 44% 93% 33% *Further investigation of survey data suggests that some Queenstown respondents may have misinterpreted the question that determines this proportion it is thought that the actual proportion may be as little as 5%. 1 November 213 5 of 15

Proportion Spending in Region Cycle Trail Visitors The Mountains to Sea and Queenstown trails are most likely to have Cycle Trail Visitors spending on accommodation. The Motu and Hauraki Rail Trails are perhaps more likely to have day visitors, or visitors staying in accommodation outside of the region. Cycle Trail Visitors spending on Cycle Trail Transport are most likely to be doing the Motu or Mountains to Sea trails spend on trail transport perhaps relates to the nature of the trails and how visitors are currently using them (i.e. possibly sections rather than there/back, or loop). Proportion of Cycle Trail Visitors Spending in Region Cycle Trail Motu Trails Mountains to Sea Queenstown Trail Hauraki Rail Trail 1 1 % 9 8 7 6 5 4 3 2 1 78% 71% 66% 47% 49% 51% 44% 32% Accommodation Petrol/Fuel 74% 55% 24% 12% Cycle Trail Transport 8% 3% 6% Other Transport 26% 37% 37% 15% 12% 16% 3% Cycle Trail Fees Other Fees 66% 73% 58% Snacks/Groceries 77% 53% 82% Cafes/Restaurants 37% 25% 13% 4% Bars/Nightclubs 15% 49% Other 2% 9 8 7 6 5 4 3 2 1 Autobase Off EXPENDITURE Axes Base - Cycle Trail Visitors (Respondent Type) and Expenditure Reported (EXPENDITURE) The proportion of Cycle Trail Visitors spending on snacks/groceries and cafes/restuarants is relatively high and varies little by region, with the exception of Queenstown visitors being more likely to spend on snacks/groceries and Motu visitors being less likely to spend on cafes/restaurants (perhaps because opportunities to do so are more limited than in other regions). Proportion Spending on Trail Other Users Other Users on the Hauraki Rail Trail were less likely to spend on accommodation than Other Users on the other case study trails. Indeed, they were less likely to spend in most categories of expenditure, with the main exceptions being petrol/fuel and cafes/restaurants. Other Users of the Queenstown Trail were the most likely of all the trails to spend on other transport, and other fees (e.g. activities/admissions), while Other Users of the Motu Trails were most likely to spend on accommodation, petrol/fuel, and cycle trail fees. Proportion of Other Users Spending on Trail Cycle Trail Motu Trails Mountains to Sea Queenstown Trail Hauraki Rail Trail % 1 9 8 7 6 5 4 3 2 1 56% 42% 21% Accommodation (on trail) 61% 34% Petrol/Fuel (on trail) 58% 36% 12% 17% 6% Cycle Trail Transport (on trail) 4% 35% Other Transport (on trail) 2% 7% Cycle Trail Fees (on trail) 11% 67% 67% 61% 5% 33% 23% 1% 8% 4% Other Fees (on trail) Snacks/Groceries (on trail) Cafes/Restaurants (on trail) Bars/Nightclubs (on trail) 36% 36% 26% 15% Other (on trail) 1 9 8 7 6 5 4 3 2 1 Autobase Off EXPENDITURE Axes Base - Other Users (Respondent Type) and Expenditure Reported (EXPENDITURE) 1 November 213 51 of 15

Average Expenditure In Region Per Person Per Trip Cycle Trail Visitors The average expenditure in region per person per trip for Cycle Trail Visitors varies significantly by region as outlined in the table below. The Motu and Hauraki Rail Trails have lower average expenditure per person per trip than Mountains to Sea and Queenstown with average trip expenditure by Queenstown Trail Visitors being significantly higher than all other trails (due at least in part to the longer average length of stay of Queenstown visitors, and perhaps also to the small sample size for this group). With the exception of the Motu Trails, international Cycle Trail Visitors tend to spend more per trip (to the region concerned) than domestic visitors (although it should be noted that the sample of international visitors is also much smaller than the sample of domestic visitors). Average Expenditure in Region Per Person Per Trip Cycle Trail Visitors Motu Trails ($) (n=116) Mountains to Sea ($) (n=18) Queenstown Trail ($) (n=41) Hauraki Rail Trail ($) (n=396) Accommodation 55 93 243 6 Cafes/Restaurants 17 39 17 48 Cycle Trail Transport 34 91 9 13 Petrol/Fuel 28 38 43 13 Snacks/Groceries 22 21 93 14 Other Expenditure 4 6 111 7 Cycle Trail Costs (including bike hire and trail tours) 1 15 28 9 Other Fees 9 64 3 Bars/Nightclubs 1 8 27 3 Other Transport 1 4 17 1 Total $172 $325 $743 $172 Total Domestic Cycle Trail Visitors $178 $318 $637 $171 Total International Cycle Trail Visitors $127 $421 $948 $25 Note: Individual figures may not add to totals due to rounding. The higher average spend in Queenstown occurs in most categories of expenditure, however appears to be particularly fuelled by expenditure on accommodation, snacks/groceries, and other expenditure (e.g. shopping). Cycle Trail Visitors, Average Expenditure in Area (per person, per trip) 3 Cycle Trail Motu Trails Mountains to Sea Queenstown Trail Hauraki Rail Trail 3 25 243 25 2 2 15 15 1 5 93 55 6 Accommodation 91 38 43 28 34 13 9 13 Petrol/Fuel Cycle Trail Transport 1 17 4 1 Other Transport 64 28 1 15 9 9 3 Cycle Trail Fees Other Fees 17 93 39 48 22 21 14 17 Snacks/Groceries Cafes/Restaurants 111 27 1 8 3 4 6 7 Bars/Nightclubs Other Expenditure 1 5 Total Responses Expenditure In Area (Per Person) Base - Cycle Trail Visitors (Respondent Type) and Average Expenditure In Area (Per Person) (Measures) 1 November 213 52 of 15

Average Expenditure In Region Per Person Per Day Cycle Trail Visitors The average expenditure in region per person per day for Cycle Trail Visitors varies from $131 to $176 by region as outlined in the table below. Variance by region is less than for per trip expenditure as it is not influenced by length of stay. The Motu and Hauraki Rail Trails have slightly lower average expenditure per person per day than Mountains to Sea and Queenstown. As with per trip expenditure, international Cycle Trail Visitors also tend to spend more on a daily basis. Average Expenditure in Region Per Person Per Trip Cycle Trail Visitors Motu Trails ($) (n=116) Mountains to Sea ($) (n=18) Queenstown Trail ($) (n=41) Hauraki Rail Trail ($) (n=396) Accommodation 63 47 55 48 Cafes/Restaurants 13 2 28 36 Cycle Trail Transport 17 51 2 13 Other Expenditure 3 3 3 6 Snacks/Groceries 13 1 17 11 Petrol/Fuel 2 19 9 8 Cycle Trail Costs (including bike hire and trail tours) 3 9 7 8 Other Fees 3 16 3 Bars/Nightclubs 1 4 9 2 Other Transport 2 4 1 Total $133 $169 $176 $137 Total Domestic Cycle Trail Visitors $133 $166 $149 $134 Total International Cycle Trail Visitors $135 $215 $22 $235 Note: Individual figures may not add to totals due to rounding. The higher average spend in the Queenstown region appears to be mainly fuelled by other expenditure (e.g. shopping), and other fees (e.g. activities and attractions) suggesting that the proximity of the trail to Queenstown facilitates this. For the Mountains to Sea region, a large proportion of expenditure is for cycle trail transport suggesting that for these trails, the remoteness actually fuels a large proportion of visitor spend. Cycle Trail Visitors, Average Expenditure in Area (per person, per day) Cycle Trail Motu Trails Mountains to Sea Queenstown Trail Hauraki Rail Trail 7 6 5 63 55 47 48 51 7 6 5 4 3 36 28 3 4 3 2 1 Accommodation 2 19 9 Petrol/Fuel 8 17 2 13 Cycle Trail Transport 2 4 Other Transport 1 3 9 7 Cycle Trail Fees 8 2 16 17 13 13 1 11 3 3 Other Fees Snacks/Groceries Cafes/Restaurants 1 9 4 2 3 3 Bars/Nightclubs 6 Other Expenditure 2 1 Total Responses Expenditure In Area (Per Person, Per Day) Base - Cycle Trail Visitors (Respondent Type) and Average Expenditure In Area (Per Person, Per Day) (Measures) 1 November 213 53 of 15

Contribution Made by Cycle Trail Visitor Expenditure The table below provides an example of how direct economic contribution could be calculated for a cycle trail based on expenditure measured through User Survey data and counts of Users that may be available via track counters. Acknowledging a number of issues encountered in arriving at firm unique trail visitor numbers (see Appendix A for more information on this) the following are examples of how the direct economic contribution made by each cycle trail to its region for the period December 212 to March 213 could be estimated, and therefore also what the totals might look like. This example is based on the spend of Cycle Trail Visitors only (i.e. those who indicated it was the only or main reason for their visit), as for other visitors or locals it is likely that the majority of the spend would have been made in the region anyway (i.e. it is not new spend, or directly attributable to the trails existence). Note that figures also exclude business expenditure and other contributors to a wider assessment of economic impact. Economic Contribution Estimated Count of Unique Trail Visitors (Dec 212 Mar 213) Proportion of User Survey Sample that is Cycle Trail Visitors* Estimated number of Cycle Trail Visitors over period Dec 212 Mar 213 Average spend per person per trip in Area*** Example Estimate of direct economic contribution to region for period Dec 212 Mar 213 Motu trails 2,74 52% 1,425 $172 $245, Mountains to Sea 7,876 56% 4,411 $325 $1,433, Queenstown Trail 99,566 5%** 4,978 $743 $3,699, Hauraki Rail Trail 21,173 67% 14,186 $172 $2,44, Note: Individual figures may not add to totals due to rounding. *i.e. Visitor, and only or main reason for visit **This figure has been revised from 7% to 5% as further investigation of survey data suggests that some Queenstown respondents may have misinterpreted the question that determines this proportion. ***The number of respondents averages are derived from are stated in the table on Page 52 (note the very small sample size for Queenstown). Based on the proportion of average spend per person per trip in each category of expenditure, the contribution to each sector for the same period could then be estimated as follows: Estimate of Direct Contribution in each category of expenditure Estimate of Direct Contribution in each category of expenditure Motu Trails ($) Motu Trails ($) Mountains to Sea ($) Mountains to Sea ($) Queenstown Trail ($) Queenstown Trail ($) Hauraki Rail Trail ($) Hauraki Rail Trail ($) Accommodation $79,3 $41,1 $1,29,9 $849,8 Petrol/Fuel $4,6 $166,3 $215,6 $183,2 Cycle Trail Transport $48, $42,8 $44,8 $189,6 Other Transport $1,3 $17,6 $86,2 $21, Cycle Trail Costs (including bike hire and trail tours) $13,6 $66,1 $141,3 $134,2 Other Fees $5 $39, $318,8 $48,3 Snacks/Groceries $3,9 $91,9 $463,8 $198,9 Cafes/Restaurants $24,1 $173,7 $533, $673,9 Bars/Nightclubs $1,5 $36,8 $133,9 $42, Total $254, $1,433, $3,699, $2,44, Note: Individual figures may not add to totals due to rounding. 1 November 213 54 of 15

Average Expenditure Per Person Per Trail Trip Other Users The average expenditure per person per trail trip for Other Users again varies significantly by region, as outlined in the table below. The Hauraki Rail Trail has significantly lower average expenditure per person per trail trip for Other Users than other trails mainly fuelled by lower average spend on accommodation and snacks/groceries. Queenstown again has the highest average spend from this group overall. Average Expenditure in Region Per Person Per Trip Cycle Trail Visitors Motu Trails ($) (n=17) Mountains to Sea ($) (n=88) Queenstown Trail ($) (n=484) Hauraki Rail Trail ($) (n=193) Accommodation 15 75 176 24 Cafes/Restaurants 23 31 77 2 Other Fees 4 4 46 3 Snacks/Groceries 61 24 43 9 Other Expenditure 14 11 44 3 Bars/Nightclubs 1 14 29 3 Petrol/Fuel 36 35 24 14 Other Transport 11 14 22 2 Cycle Trail Costs (including bike hire and trail tours) 15 18 14 4 Cycle Trail Transport 2 52 8 2 Total $288 $277 $483 $83 Total Domestic Other Users $283 $272 $294 $78 Total International Other Users $359 $299 $932 $235 Note: Individualtable figures in table may not add up to totals due to rounding. The higher average spend in Queenstown occurs in most categories of expenditure, however appears to be mainly influenced by expenditure on accommodation, cafes/restaurants, and other fees (activities/ admissions). Other Users - Average Expenditure on/related to Trail (per person, per trip) Cycle Trail Motu Trails Mountains to Sea Queenstown Trail Hauraki Rail Trail 2 18 176 2 18 16 16 14 14 12 1 8 6 4 2 15 75 24 Accommodation 36 35 24 14 Petrol/Fuel 52 2 8 22 11 14 15 18 14 2 2 4 4 4 3 Cycle Trail Transport Other Transport Cycle Trail Fees 61 46 43 Other Fees 24 9 Snacks/Groceries 77 31 23 2 Cafes/Restaurants 44 29 14 14 11 1 3 3 Bars/Nightclubs Other Expenditure 12 1 8 6 4 2 Total Responses Expenditure on Cycle Trail (Per Person) Base - Other Users (Respondent Type) and Average Expenditure on Cycle Trail (Per Person) (Measures) 1 November 213 55 of 15

5.11 Satisfaction Respondents were asked to rank their experiences on the trails. Thinking now about your experience of the (TRAIL) on the occasion you were approached to participate in this survey. How would you rate? New Zealand Cycle Trail Website Of all respondents that could answer, the majority rated the official NZCT website very good or good. A large proportion of respondents across all trails were unable or unwilling to comment (responding Not Applicable ) most likely because they had had no exposure to it. Very positive average ratings were evident across all trails. Information Available on the NZCT Website Information available on the NZCT website Very Good Good Average Poor Very Poor N/A 1 1 9 9 8 7 5% 37% 58% 47% 8 7 % 6 5 11% 8% 6 5 4 3 27% 31% 23% 29% 4 3 2 2 1 21% 18% 15% 14% Motu Trails Mountains to Sea Queenstown Trail Hauraki Rail Trail Information Available on the NZCT Website Average Ratings (out of 5) Motu Trail Mountains to Sea Queenstown Trail Hauraki Rail Trail Visitors 4.4 4. 4.3 4.2 Locals 4.1 4.2 4.3 4. 1 Trail Websites The Motu Trails website rated most highly with users, whilst the Queenstown Trails website appears to have been used by the smallest proportion of trail users. Information Available on the Trail's Website by Cycle Trail Information available on the trail's website Very Good Good Average Poor Very Poor N/A 1 1 9 8 7 29% 36% 51% 32% 9 8 7 % 6 5 4 3 3% 9% 31% 5% 27% 11% 34% 6 5 4 3 2 36% 2 1 2% 16% 2% 1 Motu Trails Mountains to Sea Queenstown Trail Hauraki Rail Trail Information Available on Trail s Website Average Ratings (out of 5) Motu Trail Mountains to Sea Queenstown Trail Hauraki Rail Trail Visitors 4.5 4.1 4.2 4.1 Locals 4.3 4.2 4.1 3.9 1 November 213 56 of 15

Directional and other signs Across the trails, satisfaction was generally high in relation to signage and particularly so on the Motu Trails. Satisfaction with signage was lowest overall on the Hauraki Rail Trail. Directional and Other Signs Directional and other signs Very Good Good Average Poor Very Poor N/A 1 1 9 8 12% 16% 17% 1% 9 8 7 24% 7 % 6 5 43% 42% 39% 6 5 4 37% 4 3 3 2 1 42% 35% 36% 22% 2 1 Motu Trails Mountains to Sea Queenstown Trail Hauraki Rail Trail Directional and Other Signs Average Ratings (out of 5) Motu Trail Mountains to Sea Queenstown Trail Hauraki Rail Trail Visitors 4.2 4.1 4.1 3.7 Locals 4.3 4.1 4.1 3.5 Bike Hire Facilities Amongst users able to comment on bike hire facilities, the Motu Trail received the highest ratings. A large portion of respondents on the Hauraki Trail did not use bike hire services, suggesting that many had their own equipment. Locals from the Hauraki Trail region rated the hire facilities less favourably than visitors. There was less variation in the perspectives of locals and visitors on the other cycle trails. Bike Hire Facilities/Services in the Area Bike hire facilities/services in the area Very Good Good Average Poor Very Poor N/A 1 1 9 9 8 36% 42% 44% 8 7 64% 7 % 6 5 16% 7% 5% 6 5 4 3 2 1 26% 28% 5% 44% 18% 26% 22% 12% Motu Trails Mountains to Sea Queenstown Trail Hauraki Rail Trail 4 3 2 1 Bike Hire Facilities/Services in the Area Average Ratings (out of 5) Motu Trail Mountains to Sea Queenstown Trail Hauraki Rail Trail Visitors 4.6 4.3 4.3 4.1 Locals 4.5 4.3 4.2 3.7 1 November 213 57 of 15

Guiding on Trail Results showed a limited number of respondents able to comment on guides on the trail. Amongst those who did, ratings were typically very positive, particularly on the Motu and Mountains to Sea Trails. Guiding on the Trail Guiding on the trail Very Good Good Average Poor Very Poor N/A 1 1 9 9 8 8 7 6 65% 68% 6% 72% 7 6 % 5 5 4 3 1% 4 3 2 13% 15% 18% 8% 2 1 16% 14% 11% 13% 1 Motu Trails Mountains to Sea Queenstown Trail Hauraki Rail Trail Guiding on the Trail Average Ratings (out of 5) Motu Trail Mountains to Sea Queenstown Trail Hauraki Rail Trail Visitors 4.2 4.3 4. 3.7 Locals 4.5 4.4 4.1 3.7 Accommodation in Trail Area The vast majority of respondents who rated the accommodation in the trail areas rated it as either very good or good. Overall, average ratings were very positive across the trails, although they were highest for Queentown Trail accommodation providers, and lowest for accommodation providers on the Hauraki Rail Trail. Accommodation in Trail Area Accommodation in trail area Very Good Good Average Poor Very Poor N/A 1 1 9 21% 9 8 7 41% 8% 42% 58% 8 7 % 6 5 6% 4% 6 5 4 3 26% 23% 1% 4 3 2 1 2% 26% 3% 3% 1% Motu Trails Mountains to Sea Queenstown Trail Hauraki Rail Trail Cycle Trail Accommodation in trail area Average Ratings (out of 5) Motu Trail Mountains to Sea Queenstown Trail Hauraki Rail Trail Visitors 4.3 4.2 4.5 3.9 Locals 4.4 4.5 4.4 3.7 2 1 1 November 213 58 of 15

Bike Shuttle/Other Transport As with other supporting facilities/services surrounding the trails, it was evident that bike shuttle/other transport services were experienced by more users on some trails than others. Of those across the four trails that were able to comment on bike shuttle/transport, the majority reported the services to be very good or good. Again, ratings given by locals on the Hauraki Trail were much lower than those given by visitors. Bike Shuttle/Other Transport to get to Trail Bike shuttle/other transport to get to trail Very Good Good Average Poor Very Poor N/A 1 1 9 18% 9 8 37% 8% 8 7 6 29% 67% 72% 7 6 % 5 18% 5 4 4 3 2 1 42% 44% 11% 12% Motu Trails Mountains to Sea Queenstown Trail Hauraki Rail Trail Bike Shuttle/Other Transport to get to Trail Average Ratings (out of 5) Motu Trail Mountains to Sea Queenstown Trail Hauraki Rail Trail Visitors 4.6 4.4 4. 4.2 Locals 4.5 4.5 4.2 3.6 17% 1% 3 2 1 Scenery/Setting Satisfaction was almost universally high in relation to scenery on the trails. 99% of respondents on the Queenstown Trails, Mountains to Sea Trail, and Motu Trails rated the scenery as either very good or good. These statistics are later reinforced by verbatim comments concerning what users most enjoyed about the trails. Scenery/Setting Scenery/setting Very Good Good Average Poor Very Poor N/A 1 9 15% 17% 11% 8% 1 9 8 7 32% 8 7 6 6 % 5 4 84% 82% 88% 5 4 3 2 1 Motu Trails Mountains to Sea Queenstown Trail Hauraki Rail Trail Cycle Trail Scenery/Setting Average Ratings (out of 5) Motu Trail Mountains to Sea Queenstown Trail Hauraki Rail Trail Visitors 4.8 4.8 4.9 4.5 Locals 4.9 4.7 4.9 4.6 6% 3 2 1 1 November 213 59 of 15

Trail Gradient/Slope High satisfaction levels were apparent in relation to trail gradient/slopes. Over, 9% of respondents from each trail believed this was of either a very good or good standard. The average trail gradient/slope rating ranged from 4.5 (Mountain to Sea) to 4.7 (Hauraki Rail Trail) out of 5. Trail Gradient/Slope Trail gradient/slope Very Good Good Average Poor Very Poor N/A 1 9 5% 1 9 8 7 29% 41% 32% 31% 8 7 6 6 % 5 5 4 4 3 2 64% 52% 64% 64% 3 2 1 1 Motu Trails Mountains to Sea Queenstown Trail Hauraki Rail Trail Trail Gradient/Slope Average Ratings (out of 5) Motu Trail Mountains to Sea Queenstown Trail Hauraki Rail Trail Visitors 4.6 4.5 4.6 4.6 Locals 4.6 4.5 4.6 4.7 Condition of Trail Surface Respondents from the Queenstown Trail were most satisfied with the trail surfaces with 94% of respondents rating it very good or good. By trail, higher rates of average or poor responses were noted in the Mountains to Sea region. Condition of the Trail Surface Condition of the trail surface Very Good Good Average Poor Very Poor N/A 1 9 6% 13% 6% 11% 1 9 8 8 7 39% 41% 38% 7 6 47% 6 % 5 5 4 4 3 2 5% 34% 53% 49% 3 2 1 1 Motu Trails Mountains to Sea Queenstown Trail Hauraki Rail Trail Cycle Trail Condition of the Trail Surface Average Ratings (out of 5) Motu Trail Mountains to Sea Queenstown Trail Hauraki Rail Trail Visitors 4.4 4.1 4.4 4.4 Locals 4.1 4.2 4.5 4.3 1 November 213 6 of 15

Trail Markings Satisfaction levels varied more in relation to trail markings. There were slightly higher levels of dissatisfaction regarding markings on the four trails (average to very poor) than seen for other measures, suggesting there may be sections on the trails where improved marking is needed. This is particularly apparent in relation to the Hauraki Rail Trail. Trail Markings Trail marking Very Good Good Average Poor Very Poor N/A 1 1 9 9% 13% 17% 9% 9 8 18% 8 7 6 35% 41% 38% 7 6 % 5 38% 5 4 4 3 2 1 5% 42% 41% 31% 3 2 1 Total Responses Motu Trails Mountains to Sea Queenstown Trail Hauraki Rail Trail Cycle Trail Trail Markings Average Ratings (out of 5) Motu Trail Mountains to Sea Queenstown Trail Hauraki Rail Trail Visitors 4.3 4.2 4.1 3.9 Locals 4.5 4.4 4.1 3.8 Trail Difficulty Considered against expectations of trail difficulty, respondents were generally happy with the level of difficulty they experienced, in particular on the Queenstown and Hauraki Rail Trails. Trail Difficulty (as expected) Trail difficulty (as expected) Very Good Good Average Poor Very Poor N/A 1 9 11% 11% 8% 6% 1 9 8 8 7 6 32% 41% 39% 37% 7 6 % 5 5 4 4 3 2 51% 43% 51% 54% 3 2 1 1 Motu Trails Mountains to Sea Queenstown Trail Hauraki Rail Trail C l T il Trail Difficulty (as expected) Average Ratings (out of 5) Motu Trail Mountains to Sea Queenstown Trail Hauraki Rail Trail Visitors 4.3 4.3 4.4 4.5 Locals 4.3 4.2 4.4 4.4 1 November 213 61 of 15

Overall Trail Conditions When respondents were asked to rate the overall trail condition, it was apparent that users were very happy with the trail conditions generally. This was particularly the case on the Queenstown and Hauraki Rail Trails. Overall Trail Conditions Overall trail conditions Very Good Good Average Poor Very Poor N/A 1 9 7% 8% 1 9 8 7 33% 36% 46% 8 7 47% 6 6 % 5 5 4 4 3 2 57% 41% 6% 5% 3 2 1 1 Motu Trails Mountains to Sea Queenstown Trail Hauraki Rail Trail Overall Trail Conditions Average Ratings (out of 5) Motu Trail Mountains to Sea Queenstown Trail Hauraki Rail Trail Visitors 4.5 4.3 4.5 4.5 Locals 4.4 4.4 4.6 4.3 And overall, how satisfied were you with your experience of the (TRAIL)? Finally, respondents were asked how satisfied they were with their overall experience. An overwhelming proportion of respondents across the trails were either very satisfied or satisfied with their cycle trail experience. By trail, the Motu Trail recorded the highest levels of satisfaction with 81% reporting that they were very satisfied with their experience. Furthermore, across all trails, satisfaction was very high amongst both visitors and local residents. Overall Satisfaction with Experience Overall Satisfaction with Experience Very Satisfied Satisfied Neutral Dissatisfied Very Dissatisfied Don't Know 1 1 9 8 14% 2% 19% 29% 9 8 7 7 6 6 % 5 5 4 3 81% 77% 79% 68% 4 3 2 2 1 1 Motu Trails Mountains to Sea Queenstown Trail Hauraki Rail Trail Overall Satisfaction with Experience Average Ratings (out of 5) Motu Trail Mountains to Sea Queenstown Trail Hauraki Rail Trail Total Visitors 4.7 4.7 4.8 4.7 4.7 Locals 4.8 4.8 4.8 4.6 4.7 1 November 213 62 of 15

5.12 Most/Least Enjoyed Verbatim Comments What, if anything, did you enjoy most about your experience? Any highlights? And what, if anything, might have made your experience more enjoyable? Motu Trail Most Enjoyed When asked what users enjoyed most about the Motu Trail, it was clear that the scenery and the Pakihi Trail were the highlights. The Toa Toa Farmstay and difficulty of the ride also featured. Least Enjoyed Nothing was great was the most common theme in response to the question asking users what might have enhanced their experience. However, suggestions were made on improving the signage on the trail and not having to cycle sections on the road. Hauraki Trail Most Enjoyed For the Hauraki Rail Trail, scenery emerged as the most enjoyable factor. Comments around the tunnel and the easy gradient/suitability for the whole family also featured as positive aspects of the trail. Least Enjoyed A key theme in suggestions for improvement related to unclear/lack of signage. This reinforces results seen in trail ratings. Respondents also suggested that improving lighting in the tunnel may enhance the experience. However, many respondents also stated that they were happy with their experience and nothing needed to be changed. 1 November 213 63 of 15

Mountains to Sea Most Enjoyed Scenery and history were the two aspects most commonly referred to when users were asked what they had enjoyed most. Also mentioned were the signs and features on the trails which were considered both very interesting and educational. Jetboat rides and the Bridge to Nowhere also featured as enjoyable aspects of the trail experience. Least Enjoyed As in regard to other trails, many respondents were happy with their experience and had no suggestions to offer. Of areas that could be improved, trail maintenance as well as signage showing distances were mentioned. Queenstown Trail Most Enjoyed An overwhelming number of respondents rated the scenery to be the most enjoyed aspect of their experience on the trail. The accessibility of the trails and users ability to get away from traffic where you can cycle/walk in a safe environment also featured in the comments. Least Enjoyed The main aspect that detracted from the experience was the need for better signage across the trails. Respondents expressed frustration about the lack of signage at some turn offs as well as the lack of distance markers/maps on the trail explaining where they were situated. As with the other trails however, a large proportion of respondents were happy with their experience and indicated that nothing needed to be improved. 1 November 213 64 of 15

5.13 Propensity to Return How likely is it that you will use the (TRAIL) again in the future? Users of the four cycle trails reported strong propensity to return. This result was particularly strong amongst Queenstown Trail users with nine out of ten respondents saying they would do so. Propensity to Return to Trail Propensity to Return to Trail Very Likely Likely Neutral Unlikely Very Unlikely Don't Know 1 1 9 8 7 1% 3% 7% 8% 12% 26% 24% 9 8 7 6 6 % 5 5 4 78% 4 3 53% 61% 62% 3 2 2 1 1 Total Responses Motu Trails Mountains to Sea Queenstown Trail Hauraki Rail Trail Cycle Trail Not surprisingly, a higher proportion of local residents professed themselves very likely to return than was the case with visitors. However, propensity to return was particularly high amongst visitors on the Queenstown Trails. 'Very Likely' Propensity to Return to Trail From Cycle Trail Area No, live elsewhere Yes, live in trail area % (Propensity to Return to Trail) 1 9 8 7 6 5 4 3 2 1 48% 87% 6% 69% 67% 93% 57% 91% 1 9 8 7 6 5 4 3 2 1 Autobase Off Motu Trails Mountains to Sea Queenstown Trail Hauraki Rail Trail Cycle Trail Base - Very Likely (Propensity to Return to Trail) 1 November 213 65 of 15

5.14 Propensity to Recommend And how likely is it that you will recommend (TRAIL) to people you know? Propensity to recommend was also very high across all trails, with over 95% of users on all trails sampled indicating that they were 'very likely' or 'likely' to recommend the trail. Propensity to Recommend Trail Propensity to Recommend Trail Very Likely Likely Neutral Unlikely Very Unlikely Don't Know 1 1 9 15% 13% 12% 16% 9 8 8 7 7 6 6 % 5 5 4 81% 85% 87% 81% 4 3 3 2 2 1 1 Total Responses Motu Trails Mountains to Sea Queenstown Trail Hauraki Rail Trail Cycle Trail As with propensity to return, of those responding very likely to recommend, results were strongest amongst local residents. However, the gap between the two user types is much less significant in this context. 'Very Likely' Propensity to Recommend by Cycle Trail From Cycle Trail Area No, live elsewhere Yes, live in trail area % (Propensity to Recommend Trail) 1 9 8 7 6 5 4 3 2 1 Autobase Off 79% 97% 84% 88% Motu Trails Mountains to Sea Queenstown Trail Hauraki Rail Trail Cycle Trail 82% 93% 79% 91% 1 9 8 7 6 5 4 3 2 1 Base - Very Likely (Propensity to Recommend Trail) 1 November 213 66 of 15

5.15 Knowledge of other trails Which of the following New Zealand Cycle Trails have you heard of? Awareness of other trails was strongest in relation to the Otago Central Rail Trail this trail has been open since 2 and is therefore more established than other trails. Awareness of other Cycle Trails Motu Trails Mountains to Sea Queenstown Trail Hauraki Rail Trail Otago Central Rail Trail 78% 82% 74% 85% The Queenstown Trail 24% 29% 8% 22% Waikato River Trails 56% 61% 2% 6% Hauraki Rail Trail 39% 45% 8% 84% Clutha Gold Trail 9% 14% 28% 1% Mountains to Sea Trails 28% 84% 18% 18% Roxburgh Gorge Trail 6% 9% 28% 5% Alps 2 Ocean Cycle Trail 12% 22% 21% 12% Hawke's Bay Trails 3% 3% 12% 3% Around the Mountains 13% 19% 18% 9% St James Cycle Trail 21% 3% 17% 9% Motu Trails 88% 39% 6% 18% Great Lake Trail 25% 4% 9% 14% Twin Coast Cycle Trail 13% 14% 8% 15% The Timber Trail 24% 51% 3% 18% The Old Ghost Road 12% 2% 7% 7% Tasman's Great Taste Trail 6% 12% 7% 4% Dun Mountain Trail 13% 14% 5% 3% Thermal by Bike Te Ara Ahi 17% 19% 3% 8% Westland Wilderness Trail 4% 5% 5% 5% None of the Above 4% 6% 9% 3% Cycle trails in close proximity to the trail respondents had provided feedback on were generally the ones respondents had used in the past or had intentions to use in the future. In relation to all trails, the Otago Central Rail Trail also was also popular as one that had been used in the past, or that respondents intended to use in the future. Trails Used/Intending to Use (Motu Trails) OTHER CYCLE TRAILS Axes Trails Used Trails Planning to Use 1 1 9 8 83% 9 8 7 7 6 6 % 5 5 4 3 2 1 35% 25% 21% 14% 33% 3% 2% 4% 22% 1% 9% 7% 1% 12% 1% 2% 5% 1% % % 3% 1% 7% 24% 4 3 2 1 Hauraki Rail Trail The Timber Trail Clutha Gold Trail Motu Trails Waikato River Trails The Queenstown Trail Twin Coast Cycle Trail The Old Ghost Road Roxburgh Gorge Trail Dun Mountain Trail Hawke's Bay Trails St James Cycle Trail Thermal by Bike Te Ara Ahi Tasman's Great Taste Trail Westland Wilderness Trail Mountains to Sea Trails Otago Central Rail Trail Great Lake Trail Around the Mountains Alps 2 Ocean Cycle Trail None of the Above Autobase Off OTHER CYCLE TRAILS Base - Motu Trails (Cycle Trail) 1 November 213 67 of 15

Trails Used/Intending to Use (Mountain to Sea Trail) OTHER CYCLE TRAILS Axes Trails Used Trails Planning to Use 1 1 9 9 8 7 72% 8 7 6 6 % 5 4 3 2 1 38% 29% 21% 14% 32% 5% 8% 31% 11% 1% 36% 17% 6% 21% 1% 3% 3% 6% % % % 2% 1% 7% 22% 5 4 3 2 1 Hauraki Rail Trail The Timber Trail Clutha Gold Trail Motu Trails Hawke's Bay Trails St James Cycle Trail Dun Mountain Trail Thermal by Bike Te Ara Ahi Tasman's Great Taste Trail Westland Wilderness Trail Mountains to Sea Trails Otago Central Rail Trail Around the Mountains Alps 2 Ocean Cycle Trail Great Lake Trail Waikato River Trails The Queenstown Trail Twin Coast Cycle Trail The Old Ghost Road Roxburgh Gorge Trail None of the Above Autobase Off OTHER CYCLE TRAILS Base - Mountains to Sea (Cycle Trail) Trails Used/Intending to Use (Queenstown Trails) OTHER CYCLE TRAILS Axes Trails Used Trails Planning to Use 1 1 9 9 8 7 74% 8 7 % 6 5 4 3 53% 38% 28% 6 5 4 3 2 1 5% 2% 1% % 2% % % 1% 2% 3% 11% % 2% 2% 2% 5% 1% 2% 2% 9% 2 1 Hauraki Rail Trail The Timber Trail Clutha Gold Trail Motu Trails Dun Mountain Trail Hawke's Bay Trails St James Cycle Trail Thermal by Bike Te Ara Ahi Tasman's Great Taste Trail Westland Wilderness Trail Mountains to Sea Trails Otago Central Rail Trail Around the Mountains Alps 2 Ocean Cycle Trail Great Lake Trail Waikato River Trails The Queenstown Trail Twin Coast Cycle Trail The Old Ghost Road Roxburgh Gorge Trail None of the Above Autobase Off OTHER CYCLE TRAILS Base - Queenstown Trail (Cycle Trail) Trails Used/Intending to Use (Hauraki Rail Trail) OTHER CYCLE TRAILS Axes Trails Used Trails Planning to Use 1 1 9 8 78% 9 8 7 7 6 6 % 5 47% 46% 5 4 3 2 1 19% 3% 1% 1% 3% 34% 24% 1% 2% 2% 1% 2% 8% 1% % 1% % % 1% % 1% 11% 4 3 2 1 Hauraki Rail Trail Waikato River Trails The Timber Trail Clutha Gold Trail Motu Trails Hawke's Bay Trails St James Cycle Trail Dun Mountain Trail Thermal by Bike Te Ara Ahi Tasman's Great Taste Trail Westland Wilderness Trail Mountains to Sea Trails Otago Central Rail Trail Around the Mountains Alps 2 Ocean Cycle Trail Great Lake Trail The Queenstown Trail Twin Coast Cycle Trail The Old Ghost Road Roxburgh Gorge Trail None of the Above Autobase Off OTHER CYCLE TRAILS Base - Hauraki Rail Trail (Cycle Trail) 1 November 213 68 of 15

5.16 Other Trails Cycled in the Area What other trails, if any, have you cycled in (Area)? Interestingly, when respondents were asked what other trails they had cycled in the area, sections of the case study trail were most commonly mentioned. This insight suggests a lack of awareness on the extent/composition of each case study trail and the fact that users may have been attracted by sections of the trail rather than the trail per se. Motu Trail users commonly indicated that they had used the Ohope Trails, Rotorua Redwoods Trails and the Whirinaki Gorge. The 42 Traverse Trail came through strongly in the Mountains to Sea region a trail in close proximity to the Mountains to Sea Trail. In the Queenstown region, the 7 Mile track featured strongly (a purpose built down hill mountain bike trail) whilst many Hauraki respondents stated they were more into walking rather than cycling. Motu Trail Hauraki Rail Trail Mountains to Sea Trail Queenstown Trail 1 November 213 69 of 15

5.17 Further Communication A range from 49% (Queenstown Trail) to 64% (Mountains to Sea Trail) of Trail User survey respondents indicated that they were interested in participating in further cycle trail related research. Larger proportions of users were interested in receiving the NZCT email newsletter, in particular survey respondents from the Mountains to Sea Trail. Interest in Further Research Interest in Further Research Yes No 1 1 9 9 8 7 46% 36% 51% 44% 8 7 6 6 % 5 5 4 4 3 2 54% 64% 49% 56% 3 2 1 1 Motu Trails Mountains to Sea Queenstown Trail Hauraki Rail Trail Cycle Trail 1 Interest in NZCT E-mail Newsletter Interest in NZCT e-mail newsletter Yes No 1 9 8 29% 22% 47% 29% 9 8 7 7 6 6 % 5 5 4 3 71% 78% 53% 71% 4 3 2 2 1 1 Motu Trails Mountains to Sea Queenstown Trail Hauraki Rail Trail Cycle Trail 1 November 213 7 of 15

6. Findings from Business Survey 6.1 Business Profile In which of the following areas does your business operate? The majority of businesses participating in the survey operated in the accommodation sector. Other key sectors were visitor activities/attractions, retail, and cafes/restaurants and bars. Businesses nominating other included takeaways, venues, professional services (e.g. lawyer, accountant, web designer, physiotherapist), a newspaper, a radio station, and a golf club. Business Operating Industry (All Sample Trails) NZCTBusiness Business Survey Region Total 1 1 9 9 8 8 7 7 % 6 5 51% 6 5 4 4 3 3 2 1 16% 12% 12% 7% 7% 6% 5% 5% 4% 3% 15% 2 1 Accommodation Sector Retail (incl. services) Specialised cycle tours Visitor activities/attractions Cafe/restaurant/bar General tours Other transport services Cycle hire isite/visitor information services Cycle transport/shuttle services Vineyard Other Business Operating Industry (Grouped) And which one of these would you consider the main activity of your business? Organisations with accommodation as their main activity made up almost 5% of the sample. Main Business Activity (All Sample Trails) Main Business Activity (Grouped) Accommodation Sector Cafe/restaurant/bar Vineyard Cycle hire Cycle transport/shuttle services Other transport services Specialised cycle tours General tours isite/visitor information services Visitor activities/attractions Retail (incl. services) Other 48% 6% 3% Main Business Activity (Grouped), %, Total Responses 1% 1% 3% 1% 3% 2% 1% Total 8% 15% 1 November 213 71 of 15

These accommodation operators spanned a wide range of sub sectors, with the largest groups being Bed & Breakfasts or motels. Hotels, backpackers, farm or home stays, holiday parks and other commercial accommodation providers were all represented however and, as the Trail User survey shows, all play an important role in providing accommodation for visitors to the cycle trail regions. Main Business Activity - Accommodation Sector Main Business Activity Hotel Motel Backpacker/hostel Holiday Park/campground Bed & Breakfast Farmstay/homestay Other commercial accommodation 21% 11% 13% 9% 12% 24% 1% Main Business Activity, %, Total Responses Total Which one of the following best describes your position in the business? Two thirds of business survey respondents were owners working in their own business. Business managers were the next largest group and, together, respondents in these two positions made up almost 9% of the business survey sample. Position in the business (All Sample Trails) Position in the business Owner/part owner not working in the business Owner/part owner working in the business Business Manager Other member of staff 66% 4% 8% Position in the business, %, Total Responses Total 22% 1 November 213 72 of 15

Including any working proprietors (business owners/shareholders actively involved in your business), how many people are currently employed by your business? Queenstown businesses employed significantly more full time staff on average than businesses in the other cycle trail regions. This result is heavily influenced by the presence of large hotels and other major activities/attractions in close proximity to Queenstown Trails. Businesses in the vicinity of the Motu Trail tended to employ the fewest full time staff. Businesses in all regions employed fewer staff on average on a part time basis than they did on a full time basis, with Queenstown businesses again employing a higher number of staff on average than businesses in other cycle trail regions. Note that part time staff were defined as those regularly working fewer than 3 hours per week. Average No. of Staff by Business Survey Region Measures Average Full Time Staff No. Average Part Time Staff No. 5 45 4 35 3 25 2 15 1 5 Total Responses 15.8 5.7 4.7 1.7 2.8 2.5 Total (Responses) Motu Mountains to Sea Queenstown Hauraki Business Survey Region 37.9 13.7 6.3 2.5 5 45 4 35 3 25 2 15 1 5 Thinking now about the seasonality of employment in your business. Which one of the following best describes your situation? The majority of businesses in all regions apart from Queenstown indicated that they employed the same number of staff year round. In Queenstown, almost three quarters of businesses responding to the survey indicated that they employed more staff at certain times of the year than at others. Current Seasonal Employment Situation by Business Survey Region NZCTBusiness Current Seasonal Employment Situation Employ more staff at certain times of year Employ the same number of staff year round 1 1 9 9 8 7 65% 72% 7% 8 7 % 6 5 47% 53% 45% 55% 6 5 4 3 35% 28% 3% 4 3 2 2 1 1 Total Motu Mountains to Sea Queenstown Hauraki Business Survey Region 1 November 213 73 of 15

If more people employed at certain times of year than others Typically, how many full time / part time staff would your organisations employ? (During your peak season, During your off peak season ) Amongst businesses employing more staff at certain times of year, the average number of staff employed on a full time basis increased by 82% during the peak season (compared with the off peak season), and the average number of staff employed on a part time basis increased by 13%. Average Seasonal Employment Numbers by Business Survey Region NZCTBusiness Business Survey Region Total Motu Mountains to Sea Queenstown Hauraki Average Full Time Staff No. (Peak Season) 3.4 6.9 5. 34.3 72.1 Measures Average Full Time Staff No. (Off peak Season) Average Part Time Staff No. (Peak Season) 1.6 4. 3. 3.4 4.3 7.9 13.4 18.8 39.5 Average Part Time Staff No. (Off peak Season) 3.9 1.3 6.6 2.4 1 2 3 4 5 6 7 8 Base Employ more staff at certain times of year (Current Seasonal Employment Situation) If more people employed at certain times of year than others And which months of the year would you consider to be your peak season? Across all trails, the peak season was most commonly considered to be January, followed by February, December and March. The Mountains to Sea region had a high proportion of businesses indicating July to September/October was also peak season (corresponding with the winter ski season in that region). The Queenstown region also had a winter peak although this appears to be more limited to July and August only. Peak Season Months by Business Survey Region Business Survey Region Total Motu Mountains to Sea Queenstown Hauraki % (Peak Season Months) 1 9 8 7 6 5 4 3 2 1 94% 89% 88% 83% 78% 67% 61% 61% 65% 75% 54% 47% 39% 31% 26% 17% 7% 3% 13% 6% 6% 59% 59% 59% 48% 49% 36% 36% 36% 36% 28% 73% 7% January February March April May June July August September October November December Peak Season Months 8% 6% 48% 25% 25% 2% 11% 9% 6% 3% 3% 47% 52% 85% 1 9 8 7 6 5 4 3 2 1 Autobase Off Base - Employ more staff at certain times of year (Current Seasonal Employment Situation) 1 November 213 74 of 15

Was your business established in (AREA) before the (TRAIL) formally opened in (DATE)? The vast majority of businesses participating in the survey were established prior to the opening of the cycle trail in their region. The proportion of businesses already established was highest in Queenstown (at 99%) and lowest in the Motu region (at 9%). Establishment Prior/After Trail Opening by Business Survey Region NZCTBusiness Establishment Prior/After Trail After Before 1 1 9 9 8 8 7 7 6 6 % 5 94% 9% 93% 99% 94% 5 4 4 3 3 2 2 1 6% 1% 7% 6% Total Motu Mountains to Sea Queenstown Hauraki Business Survey Region 1 If business established after trail opened To what extent was the development/opening of (TRAIL) the reason your business was established in (AREA)? Of the businesses that were established after their regional trail was opened (6% of the total sample), 39% indicated the trail was the only or main reason that the business was established. Based on the total sample size of n=439, this suggests that approximately 1 of these businesses were established as a result of trail developments. Role of Trail in Business Establishment (All Sample Trails) NZCTBusiness Business Survey Region Total (Autobase) The only reason business was established in the area 29% Role of Trail in Business Establishment The main reason business was established in the area One reason business was established in the area 1% Not a factor in the establishment of the business 62% Autobase On 1 2 3 % 4 5 6 7 Base After (Establishment Prior/After Trail) 1 November 213 75 of 15

6.2 Trail Impact on Business Since the (TRAIL) opened, has your business expanded any of the services it already offered (e.g. added capacity), or introduced new services? (new businesses excluded) One in five businesses reported that they had either expanded their services (e.g. added capacity), or added new services since the trail had opened in their region. This was more likely to be the case in the Mountains to Sea region, and less likely to be the case in the Motu region. Expansion of Business since Trail Open by Business Survey Region NZCTBusiness Expansion of Business since Trail Open Yes 1 9 8 7 6 1 9 8 7 6 % 5 5 4 3 4 3 2 2 1 2% 16% 26% 2% 18% 1 Total Motu Mountains to Sea Queenstown Hauraki Business Survey Region Base Before (Establishment Prior/After Trail) In which of the following areas has your business expanded or added services? (if yes above) The areas of business expansion were varied, with accommodation provision, cycle transport/shuttle services, cycle hire and visitor activities/attractions most common overall Business Expansion Areas (All Sample Trails) NZCTBusiness Business Survey Region Total (Autobase) 1 1 9 9 8 8 7 7 6 6 % 5 5 4 3 2 1 29% 25% 2% 19% 11% 11% 1% 1% 8% 5% 1% 23% 4 3 2 1 Accommodation Sector Cycle transport/shuttle services Cycle hire Visitor activities/attractions Specialised cycle tours General tours Other transport services Cafe/restaurant/bar Retail (incl. services) isite/visitor information services Vineyard Other Autobase On Business Expansion Areas(Grouped) Base Before (Establishment Prior/After Trail) and Yes (Expansion of Business since Trail Open) 1 November 213 76 of 15

And to what extent has your business expanded or added new services because of the (TRAIL)? Of the businesses that had expanded or added services since the trail in their region opened (2% of the sample), the majority (71%) did so because of the trail, or partly because of the trail. Extent of Business Expansion (All Sample Trails) Extent of business expansion Expanded/added services partly because of the trail Expanded/added services solely because of the trail Expanded/added services for other reasons 45% 26% 29% Extent of business expansion, %, Total Responses Total To what extent would you say the opening of the (TRAIL) has changed? The change businesses have most commonly seen since the opening of the trail in their area is an increase in the number of customers served by their business. One third of businesses reported this to be the case. Further, approximately one quarter of businesses indicated that the income/turnover generated by their business had increased or greatly increased, and a similar proportion reported that the expenditure by their business had increased or greatly increased also. Trail Effect On Business (All Sample Trails) NZCTBusiness TRAIL EFFECT ON BUSINESS Has greatly increased Has increased Has not changed Has decreased Has greatly decreased The number of customers served by your business 4% 29% 65% 3% TRAIL EFFECT ON BUSINESS Axes Average spend per customer Income/turnover generated by your business Expenditure by your business 11% 23% 23% 82% 7% 74% 5% 5% Profit 17% 74% 8% Autobase Off 1 2 3 4 5 % 6 7 8 9 1 Base Before (Establishment Prior/After Trail) 1 November 213 77 of 15

Increase in Business (due to Trail) Business Survey Region Total Motu Mountains to Sea Queenstown Hauraki 5 45 47% 5 45 4 38% 39% 4 % 35 3 25 2 15 1 32% 14% 29% 13% 8% 16% 14% 12% 32% 28% 24% 24% 23% 2% 2% 14% 13% 25% 19% 18% 16% 11% 35 3 25 2 15 1 5 5 Autobase Off No. of Customers Served Average Customer Spend Income/turnover Generated Expenditure Proft Trail Effect on Increase in Business (Grouped) Base - Before (Establishment Prior/After Trail) To what extent has the opening of the (TRAIL) changed the number of people employed by your business (either in your peak or off peak season)? At this stage, the trails appear to have had a modest effect on employment within businesses in the trail regions. In terms of full time employees, 4% of businesses indicated the number had increased since the trail opened, and in terms of part time employees, 6% indicated the number had increased. Trail Effect On Employment (All Sample Trails) NZCTBusiness TRAIL EFFECT ON BUSINESS Has greatly increased Has increased Has not changed Has decreased Has greatly decreased TRAIL EFFECT ON BUSINESS Axes Number of full time employees Number of part time employees 4% 5% 94% 93% Autobase Off 1 2 3 4 5 % 6 7 8 9 1 Base Before (Establishment Prior/After Trail) 1 November 213 78 of 15

Increase in Employment (due to Trail) Trail Effect on Employment No. of full time employees No. of part time employees 3 3 25 25 2 2 % 15 15 1 5 6% 4% 4% 2% 8% 6% 7% 5% 6% 1 5 Autobase Off Total Motu Mountains to Sea Queenstown Hauraki Business Survey Region Base - Before (Establishment Prior/After Trail) By how much has the (TRAIL) increased/decreased? (number of full time and part time employees) Of those businesses that had increased employees (approximately 5% of the sample), the average increase in the number of full time staff employed was 1.3, and the average increase in the number of part time staff employed was 1.7. Average increase/decrease in staff for businesses that experienced an increase/decrease All Trails Motu Mountains to Sea Queenstown Hauraki Increase full time staff 1.3 1.5 1 1.6 Increase part time staff 1.7 2.5 1.1 1.5 2.3 Decrease full time staff 1. 1. 1.4.5 Decrease part time staff.8 2 1 Solely based on the sample of businesses which completed the survey, an estimate of the increase in employment was derived per trail from the reported new employment and the total employee figures (FTE s). New Zealand Cycle Trail New jobs as per Business Survey Sample Employment increase applicable to Business Survey Sample Businesses reporting an increase in employment (full or part time) The Motu Trail 16.3% 5 Mountains to Sea Trail 2.2% 8 The Queenstown Trail 15.3% 9 The Hauraki Rail Trail 18.3% 9 1 November 213 79 of 15

To what extent do you agree or disagree that the following statements apply to your business? General impact of trail on business to date Just over one quarter of businesses agreed that the cycle trail has been good for their business and just under a quarter indicated that they disagreed or strongly disagreed with this. Businesses in the Hauraki Trail area were most likely to agree that the trail had been good for their business, and businesses in the Motu trail area were least likely to agree with this (just 13% of respondents from this area agreed that the trail had been good for their business). The Cycle Trail has been good for my business Has been good for my business Strongly Agree Agree Neither agree/disagree Disagree Strongly Disagree N/A Motu 6% 7% 29% 17% 14% 27% Business Survey Region Mountains to Sea Queenstown 7% 12% 18% 18% 3% 54% 14% 14% 8% 3% 13% 1% Hauraki 13% 22% 33% 12% 7% 12% 1 2 3 4 5 % 6 7 8 9 1 Respondents who indicated they strongly disagreed that the trail had been good for their business were asked to clarify their reasons for this response. Motu businesses in this category generally said it was because they had not had any customers related to the trail. Mountains to Sea businesses felt the trail was not well promoted (and in one case too easy ), and some also noted that visitor numbers were lower than usual over summer. Queenstown businesses cited that it was too early and the track wasn t well known yet, and also that business operating restrictions impacted on them. Finally, Hauraki businesses commonly mentioned that the management of the track didn t allow them to be involved in the way they would like. General impact of trail on business in future More encouragingly, almost half of businesses agree that the cycle trail will be good for their business in the future, and just 9% indicated that they disagreed or strongly disagreed with this. Businesses in the Queenstown and Mountains to Sea trail areas were most likely to agree that the trails would be good for their business, and businesses in the Motu trail area were least likely to agree with this (just 27% of Motu respondents agreed that the trail would be good for their business in the future). Refer to chart overleaf. 1 November 213 8 of 15

The Cycle Trail will be good for my business in the future Will be good for my business in the future Strongly Agree Agree Neither agree/disagree Disagree Strongly Disagree N/A Motu 1% 17% 35% 8% 3% 27% Business Survey Region Mountains to Sea Queenstown 19% 24% 39% 33% 21% 28% 9% 2% 2% 2% 12% 9% Hauraki 29% 23% 27% 6% 4% 11% 1 2 3 4 5 % 6 7 8 9 1 Respondents who indicated they strongly disagreed that the trail would be good for their business in the future were asked to clarify their reasons for this response. Responses were similar in nature to those in the previous section (in relation to impacts to date). Overall, what proportion of your current business turnover would you attribute to the (TRAIL)? (Tip: think about the customers you have now and how your turnover might look with/without the (TRAIL)) Slightly more than half of businesses were unable to attribute any of their turnover to the existence of the cycle trail in their area. Hauraki businesses were however most likely to attribute a proportion of their turnover to the trail, and Motu businesses were least likely to do so. Proportion of Business Turnover Related to the NZCT Proportion of Business turnover related to the NZCT None, % 1 to 5% 6% to 1% 11% to 2% 21% to 5% 51% to 7% More than 7% Total (Responses) 56% 26% 8% 3% 3% Business Survey Region Motu Mountains to Sea Queenstown 5% 54% 77% 31% 29% 16% 13% 8% 4% 2% 3% 2% 3% 3% Hauraki 45% 29% 8% 7% 8% 4% Total Responses 1 2 3 4 5 % 6 7 8 9 1 The average proportion of business attributed to the trail ranged from 3.1% (for Motu Trail businesses) to 8% (for Hauraki Rail Trail businesses) as shown overleaf. 1 November 213 81 of 15

Average Proportion (%) of Business Turnover Related to Cycle Trail 2 2 15 15 1 1 8. 5 5.3 3.1 4. 5.6 5 Total Responses Total (Responses) Motu Mountains to Sea Queenstown Hauraki Business Survey Region 6.3 Trail Impact on Area To what extent do you agree or disagree that the following statements apply to the (TRAIL)? In terms of the range of benefits the trails may bring to an area, businesses most commonly agreed that the trails had provided health and recreational benefits for local residents, had attracted more visitors to the region, and that they have had a positive effect on the local community. Businesses were least likely to agree that the trails had increased employment and stimulated investment in the area. Trail Effect on Region (All Sample Trails) TRAIL EFFECT ON REGION Strongly Agree Agree Neither agree/disagree Disagree Strongly Disagree N/A Has increased employment in the area 6% 17% 29% 1% 5% 33% TRAIL EFFECT ON REGION Axes Has stimulated the local economy Has stimulated investment in the area Has enabled businesses to expand and diversify Has led to the development of new businesses in the area Provides health and recreational benefits for local residents 9% 5% 6% 9% 19% 28% 23% 29% 28% 29% 29% 29% 26% 3% 9% 3% 13% 5% 12% 4% 1% 5% 18% 5% 21% 29% 26% 22% 5% 15% Provides new transport options for local residents 12% 17% 24% 13% 12% 21% Total Responses 1 2 3 4 5 % 6 7 8 9 1 1 November 213 82 of 15

Trail Effect on Region (All Sample Trails) TRAIL EFFECT ON REGION Strongly Agree Agree Neither agree/disagree Disagree Strongly Disagree N/A Has had a positive effect on the local community 24% 32% 23% 5% 3% 13% TRAIL EFFECT ON REGION Axes Has attracted more visitors to the region Has attracted more visitors to the region during off peak seasons Has increased the value of tourism to the region Has brought new events to the region 25% 13% 21% 8% 19% 21% 32% 22% 34% 27% 2% 11% 5% 21% 15% 8% 5% 3% 15% 28% 5% 3% 16% 23% Has increased the profile of the region 2% 31% 23% 6% 3% 16% Total Responses 1 2 In the Motu Trail region, the benefits businesses most commonly identified were the health and recreational benefits for local residents, and the increase in the value of tourism to the region. 3 4 5 % 6 7 8 9 1 Trail Effect on Motu Region TRAIL EFFECT ON REGION Strongly Agree Agree Neither agree/disagree Disagree Strongly Disagree N/A Has increased employment in the area 21% 14% 5% 58% TRAIL EFFECT ON REGION Axes Has stimulated the local economy 3% 8% Has stimulated investment in the area 5% Has enabled businesses to expand and diversify 9% Has led to the development of new businesses in the area 3% 14% Provides health and recreational benefits for local residents 16% 21% 18% 28% 17% 19% 15% 2% 12% 7% 18% 21% 5% 3% 6% 9% 4% 46% 51% 48% 43% 32% Provides new transport options for local residents 4% 6% 2% 13% 16% 42% 1 2 3 4 5 % 6 7 8 9 1 Total Responses Base - Motu (Business Survey Region) Trail Effect on Motu Region TRAIL EFFECT ON REGION Strongly Agree Agree Neither agree/disagree Disagree Strongly Disagree N/A Has had a positive effect on the local community 1% 18% 28% 9% 33% TRAIL EFFECT ON REGION Axes Has attracted more visitors to the region Has attracted more visitors to the region during off peak seasons Has increased the value of tourism to the region Has brought new events to the region 4% 9% 1% 11% 11% 19% 17% 25% 25% 27% 14% 7% 21% 2% 7% 3% 9% 6% 49% 35% 38% 32% Has increased the profile of the region 9% 22% 22% 11% 3% 34% 1 2 3 4 5 % 6 7 8 9 1 Total Responses Base - Motu (Business Survey Region) 1 November 213 83 of 15

In the Mountains to Sea Trail region, businesses most commonly agreed that the trail had increased the profile of the region, increased the value of tourism to the region, attracted more visitors and had a positive effect on the local community. Trail Effect on Mountains to Sea Region TRAIL EFFECT ON REGION Strongly Agree Agree Neither agree/disagree Disagree Strongly Disagree N/A Has increased employment in the area 1% 19% 3% 8% 8% 25% TRAIL EFFECT ON REGION Axes Has stimulated the local economy Has stimulated investment in the area Has enabled businesses to expand and diversify Has led to the development of new businesses in the area Provides health and recreational benefits for local residents 13% 6% 8% 1% 15% 25% 25% 27% 28% 28% 24% 33% 28% 31% 21% 14% 8% 6% 7% 1% 7% 5% 11% 7% 12% 25% 15% 2% 15% 18% Provides new transport options for local residents 7% 1% 27% 14% 23% 2% 1 2 3 4 5 % 6 7 8 9 1 Total Responses Base - Mountains to Sea (Business Survey Region) Trail Effect on Mountains to Sea Region TRAIL EFFECT ON REGION Strongly Agree Agree Neither agree/disagree Disagree Strongly Disagree N/A Has had a positive effect on the local community 22% 32% 22% 7% 6% 12% TRAIL EFFECT ON REGION Axes Has attracted more visitors to the region Has attracted more visitors to the region during off peak seasons Has increased the value of tourism to the region Has brought new events to the region 8% 21% 22% 22% 25% 23% 35% 34% 28% 19% 2% 1% 22% 13% 5% 11% 5% 1% 9% 8% 11% 17% 1% 17% Has increased the profile of the region 23% 35% 21% 6% 7% 9% 1 2 3 4 5 % 6 7 8 9 1 Total Responses Base - Mountains to Sea (Business Survey Region) 1 November 213 84 of 15

Amongst Queenstown businesses, the extent of agreement that the range of potential benefits of the trail had been realised was generally higher than amongst businesses in the other regions. Trail Effect on Queenstown Region TRAIL EFFECT ON REGION Strongly Agree Agree Neither agree/disagree Disagree Strongly Disagree N/A Has increased employment in the area 11% 27% 32% 7% 23% TRAIL EFFECT ON REGION Axes Has stimulated the local economy Has stimulated investment in the area Has enabled businesses to expand and diversify Has led to the development of new businesses in the area Provides health and recreational benefits for local residents 11% 9% 11% 2% 26% 31% 51% 41% 37% 4% 36% 28% 35% 25% 9% 7% 3% 9% 15% 15% 6% 11% 13% 3% 3% Provides new transport options for local residents 26% 28% 25% 11% 3% 7% 1 2 3 4 5 % 6 7 8 9 1 Total Responses Base - Queenstown (Business Survey Region) Trail Effect on Queenstown Region TRAIL EFFECT ON REGION Strongly Agree Agree Neither agree/disagree Disagree Strongly Disagree N/A Has had a positive effect on the local community 39% 4% 14% 4% TRAIL EFFECT ON REGION Axes Has attracted more visitors to the region Has attracted more visitors to the region during off peak seasons Has increased the value of tourism to the region Has brought new events to the region 23% 9% 2% 15% 19% 29% 39% 38% 33% 3% 11% 23% 25% 8% 5% 27% 5% 4% 11% 11% 14% Has increased the profile of the region 25% 34% 25% 4% 1% 1 2 3 4 5 % 6 7 8 9 1 Total Responses Base - Queenstown (Business Survey Region) 1 November 213 85 of 15

Hauraki area businesses very commonly agreed that the trail had attracted more visitors to the region, and had increased the value of tourism to the region. Trail Effect on Hauraki Region TRAIL EFFECT ON REGION Strongly Agree Agree Neither agree/disagree Disagree Strongly Disagree N/A Has increased employment in the area 4% 17% 33% 12% 6% 28% TRAIL EFFECT ON REGION Axes Has stimulated the local economy 9% Has stimulated investment in the area Has enabled businesses to expand and diversify 3% Has led to the development of new businesses in the area Provides health and recreational benefits for local residents 19% 23% 29% 24% 38% 29% 32% 29% 4% 23% 16% 13% 4% 12% 13% 4% 5% 19% 16% 29% 24% 21% 4% 3% 11% Provides new transport options for local residents 1% 23% 25% 17% 8% 17% 1 2 3 4 5 % 6 7 8 9 1 Total Responses Base - Hauraki (Business Survey Region) Trail Effect on Hauraki Region TRAIL EFFECT ON REGION Strongly Agree Agree Neither agree/disagree Disagree Strongly Disagree N/A Has had a positive effect on the local community 24% 36% 28% 4% 3% 6% TRAIL EFFECT ON REGION Axes Has attracted more visitors to the region Has attracted more visitors to the region during off peak seasons Has increased the value of tourism to the region Has brought new events to the region 6% 19% 12% 29% 45% 24% 31% 37% 21% 2% 35% 11% 8% 17% 1% 4% 6% 21% 4% 12% 26% Has increased the profile of the region 23% 34% 22% 5% 3% 12% 1 2 3 4 5 % 6 7 8 9 1 Total Responses Base - Hauraki (Business Survey Region) 1 November 213 86 of 15

What further action do you think is needed to ensure (AREA) gets the most benefit it can from the (TRAIL)? Motu Trail Businesses in proximity to the Motu trail often suggested that the trail needed to be promoted further both to potential users, and to local businesses (in terms of them involving themselves somehow and looking at how their product could complement the trail). Linking the trail to Gisborne was seen as particularly important in getting visitors to stay in the region for longer periods, and in terms of offering good access to the trail. Some businesses mentioned that they had never heard of the trail and/or didn t know it was open. Mountains to Sea Trail Businesses in the Mountains to Sea region had varied ideas about how to maximise trail benefits to the area, however some key ideas were that promotion had to be continued, and in many cases increased and changed to be more aggressive. The importance of maintaining the trails was also highlighted, with some sections reported to be already overgrown or considered dangerous (although some noted this was an issue with promoting each trail section to the appropriate rider). There was a desire from a number of businesses for there to be one trail/route from Turoa to Wanganui, and that both councils should be involved in promoting the whole trail and also that Wanganui needs to get more involved in promoting the trail and its relation to it. 1 November 213 87 of 15

Queenstown Trails Businesses in the Queenstown region saw a number of opportunities to maximise trail benefits like other regions mainly around trail promotion, but also around maintenance and development of the product. There is strong demand for more information about the trails, particularly a good map/brochure that can be handed out to visitors with information on terrain, distances, rider levels, entrance points etc. There was demand also for the development of events related to the trail that will attract visitors to the area. Hauraki Rail Trail Businesses associated with the Hauraki Rail Trail also believed there was scope for more promotion of the trail locally, nationally and internationally. Businesses were looking to attract overnight visitors, and it was felt that extending the trail whether it be to Waihi, Thames, or Matamata would help them achieve this. Many businesses felt aggrieved by the management structure for the trail with many claiming it was unfair and inappropriate. Commissions were felt to be overly high, and transparency of trail management was perceived as limited. Issues were also raised regarding trail maintenance, with some sections becoming overgrown, and signage especially through towns and at turn off points. 1 November 213 88 of 15

Are there any other comments you would like to make about the (TRAIL)? Of those businesses that wished to make further comment about the trail in their region, some were very happy with the current situation, and others keen for improvements to be made. Businesses close to the Queenstown and Mountains to Sea trails seemed most positive about the benefits of the trail to date, and the possibilities they present going forward. Businesses in the Motu Trail area often mentioned that they had a great asset now, but needed to develop use of it. Businesses close to the Hauraki Rail Trail often reported that visitor numbers had increased, but the challenge there is getting them to stay longer, and also improving the relationship between the Trail Trust and local businesses. Further, many businesses wanted to express that maintenance of the trails now that they have been mostly completed is very important. Already parts of trails are reported to be overgrown and some respondents feared slips in certain areas that would need prompt attention. There was some question about who would pay for this and if it was more appropriate for ratepayers, central government or trail users. A number of businesses commented that they felt the trail was a great asset to their community/region and were grateful to the government for developing the cycle trail initiative. While the trails are relatively new and some businesses are already benefitting from them, respondents were also excited about the potential they offered in the future as product offerings around the trails are further developed and promotion of the trails gears up. 1 November 213 89 of 15

Appendices A. Calculating Estimates of Unique Users on the Individual Trails Counter data supplied was problematic due to issues with individual trail counters and the nature of the trails. Issues with counters: When collecting and reviewing the counter data, we were advised that there had been some issues with the counters (for example, spiders gaining access to counters) and that some of the data was not reliable (Hauraki Trail, in particular). After the counters were recalibrated, it was identified that there were still problems with some data. Mountains to Sea had issues with some counters stopping in mid-march (meaning data was not available for the full period of the Trail User survey). A range of different types of counter were used within each trail and across all four trails (thermal, photo sensor, and magnetic). Different types of counters are designed to count different types of users (for example, some only measure bikes, others measure people only and ATVs etc.). Issues due to the nature of the trails: Given the nature of the trails, some of the counters double up on counts if users leave and return via the same trail section. However, all counts considered could not just be halved due to other exit points on the trails and therefore not everyone being counted twice. Within a trail there are sections with more than one counter present. In these situations, there is a possibility of double counting if counts are taken in aggregate. By its nature, counter data can never indicate whether each count represents a unique user or a user that has previously been recorded elsewhere. Given that the counter data was imperfect, a number of assumptions were required to provide an estimate of the unique user count for each of the trails. The approach taken involved: - 1. Isolating data from a reliable counter on a main section of each trail (in most instances at the mid-way point of a popular section); and 2. The use of the data obtained through the Trail User survey, known user behaviour on the trails (knowledge gathered from consultation with stakeholders and our own observations) and a process of deduction, to estimate the total unique user counts for the main survey period of the counter selected on the trail. To estimate the total number of users of each cycle trail through the main survey period (December 212 to March 213 inclusive), workings were then applied to total trail counts. As there were issues unique to each trail, the assumptions made when calculating counts have been documented below. 13 November 213 9 of 15

Motu Trails Counter Issue Tirohanga counter Dunes Trail (middle counter) Potential double counts included Approach - Using the Trail User survey data, we calculated the total proportion of trail users who had used the Dunes Trail. - We assumed that 1% of users who indicated that they had only cycled the Dunes section were double counts. We assumed that users who indicated that they completed the Loop or Motu Road (which included the Dunes Trail) were single counts. - To calculate the number of unique users on this section for the survey period we took the proportion of Dunes Trail only users from the counter data and halved this component of the counter data. The remaining proportion of the counter data was assumed to be single users since this would account for those users who completed the Loop or Motu Road sections (which included the Dunes Trail). - Based on these assumptions, a total unique user count for the survey period was calculated to be n=1754 (total counts from December 212 to March 213). - This total was then up-weighted based on reported use of the Dunes Trail and other sections of the Trail (from the Trail User survey) to arrive at a total of n=274 unique users of the Motu Trails over the survey period. Mountains to Sea Trail Counter Issue Bridge to Nowhere Counter Potential double counts included Approach - Unique user counts were established based on advice from DOC. As there were only two access points to the Bridge to Nowhere, other trail counters were used to assist in the unique user calculation. The middle counter (placed on another section that leads to the Bridge to Nowhere ) counts were deducted from the Bridge to Nowhere counts as this was a one-way section. - From here it was assumed that 1% of this new value was double counts, so this figure was halved (upon DOC s advice). This provided a unique user count for the whole survey period on the Bridge to Nowhere section. - Based on the Trail User survey data, the total proportion of users who had cycled the Bridge to Nowhere section was calculated. - The Bridge to Nowhere total was then up-weighted based on this proportion. This provided the total count of n=7876 unique users on the Mountains to Sea Trail over the survey period. Queenstown Trails Counter Issue Park Street counter Lake Wakatipu Ride Potential double counts included Approach - Based on the Trail User survey results and stakeholder observations, an assumption was made that 75% of this counter data would be double counts and the remaining 25% single counts. This allowed us to calculate total unique users of the Lake Wakatipu section of the trail for the survey period. - The Lake Wakatipu Ride total was up-weighted (based on the proportion of survey respondents which reported having used this section of the trail) to arrive at a total unique users of the Queenstown Trails (n=99,566) over the survey period. Hauraki Rail Trail Counter Issues Approach Karangahake Gorge Counter Double counts included - Based on Trail User survey data, our own observations, and stakeholder knowledge, the unique user count was established on the assumption that 1% of the counter data was double counts. Therefore the total count for the survey period was halved and a unique single user count for the survey period established for the Karangahake Gorge section. - The Karangahake Gorge unique user total was up-weighted based on the proportion of survey respondents who reported having used this section of the trail in the Trail User survey. This resulted in a unique user count of n=21,173 on the Hauraki Rail Trail over the 13 November 213 91 of 15

survey period. Please refer to table overleaf to see a step by step approach to calculating trail users using counter and survey data 13 November 213 92 of 15

Calculating trail users using counter and survey data Queenstown Trails Motu Trails Hauraki Rail Trail Mountains to Sea Trail Dunes Trail Tirohanga - Karangahake Gorge Bridge to Nowhere 1 Survey Period Park Street Wairakaia Rd Bridge Counts Unique Users CALCULATE TOTAL COUNTS USING TRAIL COUNTER DATA December 27,982 441 8,21 2,61 1,183 Take the counts from a single reliable counter on the trail January 34,399 739 11,287 3,643 1,575 for the period of time during which the trail user survey February 26,974 59 6,713 2,547 1,135 research was undertaken ( indicator counter ) March 25,345 889 12,334 3,114 1,36 Total 114,7 2,578 38,535 11,95 5,198 2 ESTIMATE UNIQUE VISITORS, USING SURVEY DATA, OBSERVATION AND LOCAL KNOWLEDGE Note: the approach will vary per trail. Assumptions based on trail survey data, observations and stakeholder knowledge Assume 75% of these are double counts, 25% are single counts Assume 1% of Dunes Trail counts are double counts, assume other counters are single counts Assume all counts are double counts Bridge to Nowhere counter minus Middle Track counter (middle track is one-way). Assume 1% of this value are return trips, so divide this value by two (two routes to the Bridge to Nowhere) Refer to unique users at top of table Apply assumptions to total counts for each trail to estimate unique users over the survey period (Dec Mar). 3 USE SURVEY DATA TO CALCULATE PROPORTION OF ALL TRAIL USERS PASSING INDICATOR COUNTER 4 CALCULATE TOTAL TRAIL USERS OVER SURVEY PERIOD Unique Users over survey period for the individual counter Ratio of unique users to total count Sections Total percentage that would have passed the counter. Up-weight for total period ((a) x 1/(b)) [unique #] x 1/[total proportion of counts] 71,688 (a) 1,754 (a) 19,267 (a) 5,198 (a) 63% 68% 5% NA (unique users provided) Lake Wakatipu Ride (72%) Total that passed the Park Street counter (72%) (b) Dunes Trail (41%) Paeroa to Waikino (71%) Complete Loop (14%) Thames to Waikino (9%) Motu Road (incl. Dunes Trail) (9%) Total that passed the Dunes Trail counter (64%) (b) Te Aroha to Waikino (11%) Total that passed the Hauraki Rail Trail counter (91%) (b) Bridge to Nowhere via Kaiwhauka Track (2%) Bridge to Nowhere via Mangapurua Track (46%) Total that passed the Bridge to Nowhere Counter (66%) (b) 99,566 2,74 21,173 7,876

B. Maps of Survey Regions Motu Trail Area Mountains to Sea Trail Area 1 November 213 94 of 15

Queenstown Trail Area 1 November 213 95 of 15

1 November 213 96 of 15

1 November 213 97 of 15

C. Focus Group Interview Guide NZCT Interview Guide Business Focus Groups Introduction Introduce facilitator, project purpose (evaluation of NZCT) and timing Briefly introduce A&A and TRC involvement and background Provide a quick overview of the project stages and highlight the purpose of the focus group discussions: - Views of local businesses on the specific trail and benefits - Gather trail use /user specific information as input to subsequent research stages (trail user survey), e.g. who and how (cycling/walking/direction/markets), key intercepts points, key business partners for data collection and other field work aspects. Clarify that the group discussion will not focus on commercially sensitive information. Advise that we would like to record discussions if all agree and provide assurance that all comments in the report will remain anonymous. Any questions before we get started? Background & Context Participant background each member to: - Introduce yourself, your business and role in your business - Clarify whether business established specifically in anticipation of/in response to trail, or previously established with added current/future business from trail? - Clarify how business is involved in/caters to cycle trail users? Trail Use ALL (with trail maps on table) Describe current use of the trail - Who uses it (international/domestic tourists, locals, cyclists/walkers, others, other markets etc.) - How the trail is used (entry points, directions, volumes, peak seasons/months/days/times) - Do users stay overnight on the trail, in the area or elsewhere - Current/anticipated patterns of day vs overnight users What geographical area is affected by the trail - in terms of economic impact? Just the immediate area or a wider geographic area? - in terms of other impacts (for example environmental, social etc.)? Any outside or new operators entering the local market in response to the trail development? What is future use of the trail likely to look like? What is anticipated in terms of use and user characteristics? How do you see the trail evolving and maturing over time? 1 November 213 98 of 15

Impacts What are the current or expected outcomes of the trail for the community? Has or will? - Stimulated the economy? - Stimulated community involvement? - Stimulated community pride, sense of belonging, general good will? - Stimulated event activity? - Provided recreational benefits to the local community? - Provided commuter (active transport) benefits to the local community? - Stimulated regional and business investment? - Increased jobs in the area? Construction Post construction Temporary/short term jobs vs permanent/long term employment Expectations for the future - Led to new businesses or expansion of existing businesses? - Increased high value tourism (cycle tourism)? - Increased regional profile? - Increased regional branding and marketing? - Stimulated collaboration between businesses and local government and/or the community? Other than any benefits (as discussed), do you see or expect any problems/impediments/costs to the community? What would be needed to overcome these or to realise further benefits of the trail, including greater market demand? Trail User Survey Key intercept points for field work Times of week/day Possible partners for fieldwork - Volunteers through Trail Trust or other local group AND - Businesses that may be in a position and willing to help with fieldwork (including collection of contact information from clients) - Processes for fieldwork how could it work most efficiently? 1 November 213 99 of 15

D. User Survey Screening Questionnaire 1 November 213 1 of 15

E. User Survey Questionnaire 1 November 213 11 of 15

Thank you for participating in this New Zealand Cycle Trail research project - we appreciate you taking the time to give feedback on your cycle trail experience. This survey will take about 1-15 minutes to complete and your answers are of course completely confidential. Do you live in the Queenstown Trail area, or elsewhere in New Zealand/overseas? Please select one option below Yes, I live in the trail area No, I live elsewhere in New Zealand or in another country Are you 15 years or older? Please select one option below Yes No

Firstly, how did you hear about the Queenstown Trail? Please tick as many options as apply Cycling / mountain biking book or magazine Other magazine Don t know / can t recall From someone else you know or met while travelling Roadside / other signage From an i-site / visitor information centre Guide or travel book Through a local bike tour or transport company Facebook Travel agent Twitter Online, through the the Queenstown Trail website Radio Through work / work colleagues Through school Television Online, through the New Zealand Cycle Trails website Through mountain bike or cycling club / association At a place you were staying (e.g. a hotel or motel) Poster Other social media Brochure / flyer Online, through another website Newspaper From a friend or family member Other (please specify) Through which other website did you hear about the Queenstown Trail? (1) Please write in below

Including the occasion on which you were contacted about this survey, how many times have you cycled, walked, run or otherwise experienced the Queenstown Trail? Please select one option Once Twice 3-4 times 5 times or more Don t know / can t recall And were you mainly...? Please select one option below Cycling the Queenstown Trail Walking/hiking Running/Jogging Riding a horse Quad/ATV-biking Just passing through on your way to somewhere else (e.g. commuting from home to work) Other - please specify The next questions are about your experience of the Queenstown Trail on the occasion you were approached to take part in this survey. On this occasion, was the Queenstown Trail..? (2) Please select the option that best fits your situation The only reason you decided to visit the Queenstown Trail area The main reason you decided to visit the Queenstown Trail area One of the reasons you decided to visit the Queenstown Trail area One reason you stayed longer than you might have done otherwise Just something you decided to do since you were visiting the Queenstown Trail area anyway

For what reasons did you choose the Queenstown Trail, rather than another trail, on this occasion? Please select all that apply Scenery / landscapes on / near trail Trail location / convenience (I live or was travelling nearby) Recommendation Suitability for people of all fitness levels / abilities Other activities / attractions near the trail Trail was part of an organised tour / packaged with other activities Had cycled or walked the trail before Degree of technical difficulty / challenge Facilities / services on or near trail Had NOT cycled or walked the trail before (a new / different experience) This trail was the only option, given the transport / time available to me Less crowded than other options Other - please specify And how long before you used the Queenstown Trail did you decide to do this? Please select one option below The same day Within 1 or 2 days More than 2 days prior but less than a week More than 1 week prior but less than 4 weeks More than 4 weeks prior but less than 3 months More than 3 months prior but less than 6 months More than 6 months prior Don't know/can't recall

What forms of transport did you use to reach your starting point on the Queenstown Trail? Please select as many as apply Domestic or international flight Tour bus Taxi Motorcycle Rental campervan Walking / running Other rental car / vehicle Jetboat Specialised bike shuttle / transport operator Cycling Private car / vehicle Train Public transport Other - please specify Still thinking about your use of the Queenstown Trail on the occasion you were approached to take part in this survey. Including yourself, how many adults and children were in the group using the Trail with you? Total number of adults and children in group: Please write in the number of adults and the number of children below (e.g. 3 ). If there are no children with you, please enter. Adults, aged 15 years or more: Children, aged 14 years or less:

And who were the people in your group? (3) Please select as many as apply My husband / wife / partner My child / children Other family members Friends Business associates A commercially organised / guided group A school or student group Cycling club Other - please specify How many nights did you stay in the Queenstown Trail area? Please write in the number of nights in each box below (e.g. 1 or ) Before using the trails: (2) While using the trails: (2) After using the trails: (2) IN TOTAL: (2)

What was your main form of accommodation in the Queenstown Trail area? (2)(4) Please select one option below Private home Hotel Motel / Serviced Apartment Backpacker / Youth Hostel Holiday Park / Campground / Campervan site Bed and Breakfast / Farm Stay / Guest House Lodge Free camping Rented home (e.g. holiday house, bach, crib) Other - please specify About how many hours, in total, did you spend on the Queenstown Trail? That is, the number of hours you actually spent on the trail cycling, walking or doing something else - not the total number of hours or days including overnight stops Please select one option below Less than one hour More than one hour, up to 4 More than 4 hours, up to 8 More than 8 hours, up to 24 More than 24 hours, up to 48 More than 48 hours

On this page you ll see a map of the Queenstown Trail. Which section(s) of the Queenstown Trail did you experience on the occasion you were approached to take part in this survey? Lake Wakatipu Ride Jack s Point Ride Countryside Ride Arrow River Bridges Ride Gibbston River Trail Lake Hayes Circuit Twin Rivers Ride Other - please specify

What was your starting point on the Queenstown Trail? Please select the closest point from the map above Lake Wakatipu Ride Jack s Point Ride Countryside Ride Arrow River Bridges Ride Gibbston River Trail Lake Hayes Circuit Twin Rivers Ride Other - please specify And at what point did you leave the Queenstown Trail? Please select the closest point from the map above Lake Wakatipu Ride Jack s Point Ride Countryside Ride Arrow River Bridges Ride Gibbston River Trail Lake Hayes Circuit Twin Rivers Ride Other - please specify

On this page you ll see a map of the Queenstown Trail. Which section(s) of the Queenstown Trail did you experience on the occasion you were approached to take part in this survey? Dunes Trail Pakihi Trail Completed the Loop Trail (encompassing the Dunes Trail, Motu Road and Pakihi Trail) Completed the Motu Road Trail (encompassing the Dunes Trail and Motu Road to Matawai) Other - please specify

What was your starting point on the Queenstown Trail? Please select the closest point from the map above Dunes Trail Pakihi Trail Completed the Loop Trail (encompassing the Dunes Trail, Motu Road and Pakihi Trail) Completed the Motu Road Trail (encompassing the Dunes Trail and Motu Road to Matawai) Other - please specify And at what did you leave the Queenstown Trail? Please select the closest point from the map above Dunes Trail Pakihi Trail Completed the Loop Trail (encompassing the Dunes Trail, Motu Road and Pakihi Trail) Completed the Motu Road Trail (encompassing the Dunes Trail and Motu Road to Matawai) Other - please specify

On this page you ll see a map of the Queenstown Trail. Which section(s) of the Queenstown Trail did you experience on the occasion you were approached to take part in this survey? Kopu or Thames to Paeroa (or the reverse) Paeroa to Waikino or Waihi (or the reverse) Te Aroha to Paeroa (or the reverse) Kopu or Thames to Waikino or Waihi (or the reverse) passing through Paeroa Kopu or Thames to Te Aroha (or the reverse) passing through Paeroa Te Aroha to Waikino or Waihi (or the reverse) passing through Paeroa Other - please specify

What was your starting point on the Queenstown Trail? Please select the closest point from the map above Kopu or Thames to Paeroa (or the reverse) Paeroa to Waikino or Waihi (or the reverse) Te Aroha to Paeroa (or the reverse) Kopu or Thames to Waikino or Waihi (or the reverse) passing through Paeroa Kopu or Thames to Te Aroha (or the reverse) passing through Paeroa Te Aroha to Waikino or Waihi (or the reverse) passing through Paeroa Other - please specify And at what point did you leave the Queenstown Trail? Please select the closest point from the map above Kopu or Thames to Paeroa (or the reverse) Paeroa to Waikino or Waihi (or the reverse) Te Aroha to Paeroa (or the reverse) Kopu or Thames to Waikino or Waihi (or the reverse) passing through Paeroa Kopu or Thames to Te Aroha (or the reverse) passing through Paeroa Te Aroha to Waikino or Waihi (or the reverse) passing through Paeroa Other - please specify

On this page you ll see a map of the Queenstown Trail. Which section(s) of the Queenstown Trail did you experience on the occasion you were approached to take part in this survey? Fishers Track Ohakune Old Coach Road Turoa Mountain Road Bridge to Nowhere via Kaiwhauka Track Bridge to Nowhere via Mangapurua Track Bridge to Nowhere to Pipiriki (via jet boat or canoe) Horopito to Ruatiti (Middle Road) Fishers Track to Whakahoro (Oio Road) Raetihi to Ruatiti Pipiriki to Raetihi Whanganui River Road Other - please specify

What was your starting point on the Queenstown Trail? Please select the closest point from the map above Fishers Track Ohakune Old Coach Road Turoa Mountain Road Bridge to Nowhere via Kaiwhauka Track Bridge to Nowhere via Mangapurua Track Bridge to Nowhere to Pipiriki (via jet boat or canoe) Horopito to Ruatiti (Middle Road) Fishers Track to Whakahoro (Oio Road) Raetihi to Ruatiti Pipiriki to Raetihi Whanganui River Road Other - please specify And at what point did you leave the Queenstown Trail? Please select the closest point from the map above Fishers Track Ohakune Old Coach Road Turoa Mountain Road Bridge to Nowhere via Kaiwhauka Track Bridge to Nowhere via Mangapurua Track Bridge to Nowhere to Pipiriki (via jet boat or canoe) Horopito to Ruatiti (Middle Road) Fishers Track to Whakahoro (Oio Road) Raetihi to Ruatiti Pipiriki to Raetihi Whanganui River Road Other - please specify What was your starting point on the Queenstown Trail?

And at what point did you leave the Queenstown Trail? Thinking now about your experience of the the Queenstown Trail on the occasion you were approached to participate in this survey. How would you rate? Please select one option for each question below Information available on the NZCT website Very Good Good Average Poor Very Poor NA Information available on the Queenstown Trail's website Directions and other signs on the Queenstown Trail And how would you rate? Please select one option for each question below Bike hire facilities / services available in the the Queenstown Trail area Guiding on the Queenstown Trail Very Good Good Average Poor Very Poor NA Accommodation available in the Queenstown Trail area Bike shuttle / other transport available to reach the Trails And how would you rate? Please select one option for each question below Scenery / setting Very Good Good Average Poor Very Poor NA Trail gradient / slope Condition of the trail surface Trail marking Trail difficulty (was as expected) Overall trail conditions

And overall, how satisfied were you with your experience of the Queenstown Trail? Please select one option Very Satisfied Satisfied Neutral Dissatisfied Very Dissatisfied Don t Know What, if anything, did you enjoy most about your experience? Any highlights? Please write any comments below And what, if anything, might have made your experience more enjoyable? Please write any comments below How likely is it that you will use the Queenstown Trail again in the future? Please select one option Very Likely Likely Neutral Unlikely Very Unlikely Don t Know

And how likely is it that you will recommend the Queenstown Trail to people you know? Please select one option Very Likely Likely Neutral Unlikely Very Unlikely Don t Know The next section is about the money you and / or your travel party spent in total during your stay in the Queenstown Trail area. If you re able to speak on behalf of your group, the questions will ask you about the money your whole group spent. If you don t know what other people in your group might have spent, or you were travelling by yourself, the questions will ask about what you personally spent. Which of these options would you prefer? Please select one option Family / group expenditure Personal expenditure How many people will you provide spend information for? Adults, aged 15 years or more: Please count the number of adults aged 15 years and older (including yourself) (5) Adults: # Children, aged 14 years or less: Please count the number of children 14 years and under, including infants (Enter '' if none) (5) Children: #

Taking into account the following costs, please confirm what you spent (or intend to spend if you are still in the area) in each category below during your entire visit to the area (i.e. including time on and off the cycle trail). Please report your personal expenditure only. If you paid for something for other people in your travel party (e.g. a meal in a restaurant, hotel room or rental car), please estimate and report your personal share of this expenditure only (i.e. if two people in motel room, please enter half the nightly room rate). Make sure you include any expenditure that was prepaid before you arrived in the area (for example if you are on a tour or travel package) and estimate the costs for the time in this area if your tour covers other areas also. If you did not spend anything, or the item / activity was free of charge, please enter '' in the box Please fill in amounts in New Zealand dollars Accommodation in the area (6)(7)(2) $ Petrol / fuel purchased in the area (6)(7)(2) $ Transport cycle trail specific (e.g. shuttle, jet boat) (6)(7)(2) $ Other transport used in the area (e.g. taxis, buses, shuttles, rental car/campervan please estimate the total cost for the time you were in the Queenstown Trail area only if you hired transport for a longer period) (6)(7)(2) $ Activities / admission fees - cycle trail specific (e.g. bike hire, Cycle Trail tours) (6)(7)(2) $ Other activities / admission fees (e.g. sightseeing tours, cinemas, museums, kayak hire, other entry fees) (6)(7)(2) $ Snacks / groceries purchased in the area (6)(7)(2) $ Cafes / restaurants / eating out in the area (6)(7)(2) $ Money spent at bars / nightclubs in the area (6)(7)(2) $

Other expenditure or shopping in the area (e.g. personal items, gifts, souvenirs, gambling, internet access) (6)(7)(2) $ Thank you. Taking into account the following costs, please confirm what you and your family/group spent (or intend to spend if you are still in the area) in each category below during your entire visit to the area (i.e. including time on and off the cycle trail). Make sure you include any expenditure that was prepaid before you arrived in the area (for example if you are on a tour or travel package) and estimate the costs for the time in this area if your tour covers other areas also. Report TOTALS for you AND your travel party i.e. for your group as a whole. If you did not spend anything, or the item / activity was free of charge, please enter '' in the box Please fill in amounts in New Zealand dollars Accommodation in the area (5)(7)(2) $ Petrol / fuel purchased in the area (5)(7)(2) $ Transport - cycle trail specific (e.g. shuttle, jet boat) (5)(7)(2) $ Other transport used in the area (e.g. taxis, buses, shuttles, rental car/campervan please estimate the total cost for the time you were in the Queenstown Trail area only if you hired transport for a longer period) (5)(7)(2) $ Activities / admission fees - cycle trail specific (e.g. bike hire, Cycle Trail tours) (5)(7)(2) $ Other activities / admission fees (e.g. sightseeing tours, cinemas, museums, kayak hire, other entry fees) (5)(7)(2) $ Snacks / groceries purchased in the area (5)(7)(2) $ Cafes / restaurants / eating out in the area (5)(7)(2) $ Money spent at bars / nightclubs in the area

(5)(7)(2) $

Other expenditure or shopping in the area (e.g. personal items, gifts, souvenirs, gambling, internet access) (5)(7)(2) $ Thank you. Taking into account the following costs, please confirm what you and your family/group spent (or intend to spend if you are still on the cycle trail) in each category below during your time on the cycle trail (as well as any expenditure incurred before or after this time, in the area, directly related to the time spent on the trail i.e. it wouldn t have been incurred otherwise). Make sure you include any expenditure that was prepaid before you arrived on the cycle trail (for example if you are on a tour or travel package) and estimate the costs for the time on the trail if your tour covers other areas. Report TOTALS for you AND your travel party i.e. for your group as a whole. If you did not spend anything, or the item / activity was free of charge, please enter '' in the box Accommodation on the trail / in the area (5)(8) $ Petrol / fuel purchased on the trail/in the area (5)(8) $ Transport - cycle trail specific (e.g. shuttle, jet boat) (5)(8) $ Other transport used in the area (e.g. taxis, buses, shuttles, rental car/campervan please estimate the total cost for the time you were in the the Queenstown Trail area only if you hired transport for a longer period) (5)(8) $ Activities / admission fees - cycle trail specific (e.g. bike hire, Cycle Trail tours) (5)(8) $ Other activities / admission fees (e.g. sightseeing tours, other entry fees) (5)(8) $ Snacks / groceries purchased on the trail / in the area (5)(8) $ Cafes / restaurants / eating out on the trail / in the area (5)(8) $ Money spent at bars / nightclubs on the trail / in the area (5)(8)

$

Other expenditure or shopping on the trail / in the area (e.g.personal items, gifts, souvenirs, gambling, internet access) (5)(8) $ Taking into account the following costs, please confirm what you spent (or intend to spend if you are still on the cycle trail) in each category below during your time on the cycle trail (as well as any expenditure incurred before or after this time, in the area, directly related to the time spent on the trail i.e. it wouldn t have been incurred otherwise). Please report your personal expenditure only. If you paid for something for other people in your travel party (e.g. a meal in a restaurant, hotel room or rental car), please estimate and report your personal share of this expenditure only (i.e. if two people in motel room, please enter half the nightly room rate). Make sure you include any expenditure that was prepaid before you arrived on the cycle trail (for example if you are on a tour or travel package) and estimate the costs for the time on the trail if your tour covers other areas. If you did not spend anything, or the item / activity was free of charge, please enter '' in the box Please fill in amounts in New Zealand dollars Accommodation on the trail / in the area (6)(8) $ Petrol / fuel purchased on the trail / in the area (6)(8) $ Transport - cycle trail specific (e.g. shuttle, jet boat) (6)(8) $ Other transport used in the area (e.g. taxis, buses, shuttles, rental car/campervan please estimate the total cost for the time you were in the the Queenstown Trail area only if you hired transport for a longer period) (6)(8) $ Activities / admission fees - cycle trail specific (e.g. bike hire, Cycle Trail tours) (6)(8) $ Other activities / admission fees (e.g. sightseeing tours, other entry fees) (6)(8) $ Snacks / groceries purchased on the trail/in the area (6)(8) $ Cafes / restaurants / eating out on the trail / in the area (6)(8)

$

Money spent at bars / nightclubs on the trail / in the area (6)(8) $ Other expenditure or shopping on the trail / in the area (e.g.personal items, gifts, souvenirs, gambling, internet access) (6)(8) $ Which of the following New Zealand Cycle Trails have you heard of? Waikato River Trails Hauraki Rail Trail Motu Trails Mountains to Sea Trails St James Cycle Trail The Queenstown Trail Otago Central Rail Trail Twin Coast Cycle Trail The Timber Trail Thermal by Bike Te Ara Ahi Great Lake Trail Hawke s Bay Trails The Old Ghost Road Tasman s Great Taste Trail Dun Mountain Trail Roxburgh Gorge Trail Clutha Gold Trail Westland Wilderness Trail Alps 2 Ocean Cycle Trail Around The Mountains None of the above

And which of these trails have you used? (9) Waikato River Trails Hauraki Rail Trail Motu Trails Mountains to Sea Trails St James Cycle Trail The Queenstown Trail Otago Central Rail Trail Twin Coast Cycle Trail The Timber Trail Thermal by Bike Te Ara Ahi Great Lake Trail Hawke s Bay Trails The Old Ghost Road Tasman s Great Taste Trail Dun Mountain Trail Roxburgh Gorge Trail Clutha Gold Trail Westland Wilderness Trail Alps 2 Ocean Cycle Trail Around The Mountains None of the above

And which of these are you planning to use in the next 12-24 months? Waikato River Trails Hauraki Rail Trail Motu Trails Mountains to Sea Trails St James Cycle Trail The Queenstown Trail Otago Central Rail Trail Twin Coast Cycle Trail The Timber Trail Thermal by Bike Te Ara Ahi Great Lake Trail Hawke s Bay Trails The Old Ghost Road Tasman s Great Taste Trail Dun Mountain Trail Roxburgh Gorge Trail Clutha Gold Trail Westland Wilderness Trail Alps 2 Ocean Cycle Trail Around The Mountains None of the above What other trails, if any, have you cycled in the Queenstown Trail area? Just to confirm, which country and region have you lived in most recently for 12 months or more? Please select one option List of countries and regions

Which area within the Auckland region is closest to where you live? (1) Please select one option Auckland City Coromandel Helensville Manukau (Southern Auckland) North Shore (Northern Auckland) Pukekohe Snells Beach Waiheke Island Waitakere (Western Auckland) Warkworth Waiuku Which area within the Waikato region is closest to where you live? (11) Please select one option Cambridge Hamilton Huntly Matamata Morrinsville Otorohanga Paeroa Putaruru Raglan Taupo Te Aroha Te Awamutu Te Kuiti Thames Tokoroa Turangi Waihi Whangamata Whitianga

Which area within the Northland region is closest to where you live? (12) Please select one option Dargaville Kaikohe Kaitaia Kerikeri Whangarei Which area within the Bay of Plenty region is closest to where you live? (13) Please select one option Katikati Kawerau Opotiki Rotorua Tauranga Te Puke Whakatane Which area within the Manawatu-Wanganui region is closest to where you live? (14) Please select one option Dannevirke Fielding Foxton Levin Marton Pahiatua Palmerston North Taumarunui Wanganui

Which area within the Taranaki region is closest to where you live? (15) Please select one option Hawera Inglewood New Plymouth Stratford Waitara Which area within the Hawke's Bay region is closest to where you live? (16) Please select one option Hastings Napier Waipukurau Wairoa Which area within the Gisborne region is closest to where you live? (17) Please select one option Gisborne Ruatoria Tolaga Bay Which area within the Wairarapa region is closest to where you live? (18) Please select one option Carterton Martinborough Masterton Greytown Featherston

Which area within the Wellington region is closest to where you live? (19) Please select one option Kapiti Lower Hutt Otaki Porirua Upper Hutt Wellington City Which area within the Canterbury region is closest to where you live? (2) Please select one option Ashburton Christchurch Lincoln Rangiora Rolleston Temuka Timaru Waimate Woodend Which area within the West Coast is closest to where you live? (21) Please select one option Greymouth Hokitika Westport Which area within the Marlborough region is closest to where you live? (22) Please select one option below Blenheim Picton

In which region within Otago is closest to where you live? (23) Please select one option Alexandra Balclutha Cromwell Dunedin Oamaru Queenstown Wanaka Which area within Nelson is closest to where you live? (24) Please select one option Nelson City Other (Please Enter Below) Which area within the Tasman region is closest to where you live? (25) Please select one option Brightwater Mapua Motueka Wakefield

Which area within the Southland region is closest to where you live? (26) Please select one option Gore Invercargill Your gender? Please select one option Female Male Into which one of the following age groups do you fall? Please select one option 15 to 19 years 2 to 24 years 25 to 29 years 3 to 34 years 35 to 39 years 4 to 44 years 45 to 49 years 5 to 54 years 55 to 59 years 6 to 64 years 65 to 69 years 7 years or more Would prefer not to say

Please tell us which of the following you really enjoy? (27) Please tick as many as apply Updating or communicating with friends/family through a blog, personal website or web page on a site such as Facebook Listening to live music at a concert or other venue Swimming, for fitness or fun Running or jogging Visiting Gardens, Parks, Nature Reserves or National Parks Hiking, tramping or mountain climbing Kayaking/canoeing Boating for fun or to go fishing Involvement in voluntary work/volunteer groups Taking language or other classes (e.g. photography, sewing, cooking, vehicle maintenance) Going to the theatre, concerts or performing arts shows Clubbing/parties Visiting the home of family or friends in your town/city Entertaining friends or family at your home Meeting new people Cooking at home Cycling or mountain biking Reading books Going to the gym Playing a musical instrument Waterskiing or jetskiing Eating out Looking after pets, horseriding or walking a dog Watching sports live And into which one of the following groups do you fall? Single, never had children Married / couple, never had children Single with children living at home (including in shared custody situations) Married / couple with children living at home (including in shared custody situations) Single with children who are no longer living at home Married / couple with children who are no longer living at home Other

Would you like to join the New Zealand Cycle Trail email newsletter database to receive updates on the New Zealand Cycle Trails and further developments? Please tick one option Yes No And would you be interested in taking part in further research about the New Zealand Cycle Trails? If you select Yes below you consent to being contacted regarding other research via the email address used for this survey. You are not obliged to participate if contacted. Please select one option Yes No

Skip Conditions (1) How did you hear about us? Values : Online, through another website Total Condition : Exact Total Number : 1 Combine : Yes Condition : Is different than (2) Do you live in the area? Equals 'Yes, I live in the trail area' (3) Total number in party Is equal or less than '1' (4) IN TOTAL: Is less than '1' (5) Personal or group expenditure? Is different than 'Family / group expenditure' (6) Personal or group expenditure? Is different than 'Personal expenditure' (7) Role of trail in decision to visit region Equals 'One of the reasons to visit' or 'One reason to visit longer' or 'Already visiting anyway' (8) Role of trail in decision to visit region Equals 'Only reason to visit' or 'Main reason for visit' (9) Which of the following New Zealand Cycle Trails have you heard of? Values : None of the above Total Condition : Exact Total Number : 1 Combine : Yes Condition : Equals (1) In which country do you live? Is not Auckland, North Island, New Zealand, Oceania (11) In which country do you live? Is not Waikato, North Island, New Zealand, Oceania (12) In which country do you live? Is not Northland, North Island, New Zealand, Oceania (13) In which country do you live? Is not Bay Of Plenty, North Island, New Zealand, Oceania (14) In which country do you live? Is not Manawatu-Wanganui, North Island, New Zealand, Oceania (15) In which country do you live? Is not Taranaki, North Island, New Zealand, Oceania (16) In which country do you live? Is not Hawke's Bay, North Island, New Zealand, Oceania (17) In which country do you live? Is not Gisborne, North Island, New Zealand, Oceania (18) In which country do you live? Is not Wairarapa, North Island, New Zealand, Oceania (19) In which country do you live? Is not Wellington, North Island, New Zealand, Oceania (2) In which country do you live? Is not Canterbury, South Island, New Zealand, Oceania (21) In which country do you live? Is not West Coast, South Island, New Zealand, Oceania (22) In which country do you live? Is not Marlborough, South Island, New Zealand, Oceania (23) In which country do you live? Is not Otago, South Island, New Zealand, Oceania (24) In which country do you live? Is not Nelson, South Island, New Zealand, Oceania (25) In which country do you live? Is not Tasman, South Island, New Zealand, Oceania (26) In which country do you live? Is not Southland, South Island, New Zealand, Oceania (27) In which country do you live? Is not in New Zealand, Oceania

Survey Design www.getsmartglobal.com

F. Business Survey Questionnaire 1 November 213 141 of 15

Thank you for taking part in this survey about the effects of the Queenstown Trails on your business and the Queenstown Trail area. The survey should take about 1-15 minutes to complete. Please remember that your answers will be treated as strictly confidential and results will only be presented to the Ministry of Business, Innovation & Employment in summary form. For some questions, you may need to refer to your records. If this is the case, you can close the survey at any time and continue later by clicking on the survey link again. Firstly, a few general questions about your business. In which of the following areas does your business operate? Please select all that apply Hotel Motel Backpacker/hostel Holiday Park/campground Bed & Breakfast Farmstay/homestay Other commercial accommodation Café/restaurant/bar Vineyard Cycle hire Cycle transport/shuttle services Other transport services Specialised cycle tours General tours i-site/visitor information services Visitor activities or attractions Retail (including services) Other (please specify)

And which one of these would you consider the main activity of your business? (1) Please select one option Hotel Motel Backpacker/hostel Holiday Park/campground Bed & Breakfast Farmstay/homestay Other commercial accommodation Café/restaurant/bar Vineyard Cycle hire Cycle transport/shuttle services Other transport services Specialised cycle tours General tours i-site/visitor information services Visitor activities or attractions Retail (including services) Other (as specified in previous question) Which one of the following best describes your position in the business? Please select one option Owner/part-owner not working in the business Owner/part-owner working in the business Business manager Other member of staff Date Including any working proprietors (business owners/shareholders actively involved in your business), how many people are currently employed by your business? Please enter numbers below (enter if none) On a full-time basis (regularly working 3 hours or more per week) #

On a part-time basis (regularly working less than 3 hours per week) # Thinking now about the seasonality of employment in your business. Which one of the following best describes your situation? We employ the same number of people year-round We employ more people at certain times of year than at others Typically, how many full-time staff would your organisation employ? Please enter numbers below (enter if none) During your peak season (2) # During your off peak season (2) # Typically, how many part-time staff would your organisation employ? Please enter numbers below (enter if none) During your peak season (2) # During your off peak season (2) #

And which months of the year would you consider to be your peak season? (2) Please select all that apply January February March April May June July August September October November December Was your business established in the Queenstown Trail area before the Queenstown Trails officially opened in [335]? Please select one option below Yes, business pre-dated the Queenstown Trails No, business was established after the Queenstown Trails opened To what extent was the development/opening of the Queenstown Trails the reason your business was established in the Queenstown Trail area? (3) Please select the one option that best describes your situation The Queenstown Trails was the only reason business was established in the Queenstown Trail area The Queenstown Trails was the main reason business was established in the Queenstown Trail area The Queenstown Trails was one of the reasons the business was established The Queenstown Trails was not a factor in the establishment of the business Since the Queenstown Trails opened, has your business expanded any of the services it already offered (e.g. added capacity) or introduced new services? (4) Please select one option below Yes, have expanded or added new services No, have not expanded or added new services

In which of the following areas has your business expanded or added services? (4)(5) Please select all that apply Hotel Motel Backpacker/hostel Holiday Park/campground Bed & Breakfast Farmstay/homestay Other commercial accommodation Café/restaurant/bar Vineyard Cycle hire Cycle transport/shuttle services Other transport services Specialised cycle tours General tours i-site/visitor information services Visitor activities or attractions Retail (including services) Other (please specify) And to what extent has your business expanded or added new services because of the Queenstown Trails? (4)(5) Please select the one option that best describes your situation We have expanded/added services solely because of the trail We have expanded/added services partly because of the trail We have NOT expanded/added services because of the trail (i.e. for other reasons) We re interested now in other ways in which the Queenstown Trails might have affected your business. To what extent would you say the opening of the Queenstown Trails has changed? Please select one option for each item, using the column headings as a guide The number of customers served by your business (4) Has greatly increased Has increased Has not changed Has decreased Has greatly decreased Average spend per customer (4)

Income/turnover generated by your business (4) Expenditure by your business (4) Profit (4) To what extent has the opening of the Queenstown Trails changed the number of people employed by your business (either in your peak- or off peak season)? Please select one option for each item, using the column headings as a guide Number of full-time employees (4) Has greatly increased Has increased Has not changed Has decreased Has greatly decreased Number of part-time employees (4) By how much has the Queenstown Trails increased the number of full-time employees? Please enter number (4)(6)(7) (4)(6)(7) + By how much has the Queenstown Trails increased the number of part-time employees? Please enter number (4)(8)(9) (4)(8)(9) + By how much has the trail decreased the number of full-time employees? Please enter number (4)(1)(7) (4)(1)(7) - By how much has the Queenstown Trails decreased the number of part-time employees? Please enter number (4)(8)(11) (4)(8)(11) - To what extent do you agree or disagree that the following statements apply to the Queenstown Trails? Please select one option for each item, using the column headings as a guide Strongly Agree Strongly Disagree Don't know Has increased employment in the area Has stimulated the local economy

Has stimulated investment in the area Has enabled businesses to expand and diversify Has led to the development of new businesses in the area Provides health and recreational benefits for local residents Provides new transport options for local residents Has had a positive effect on the local community Has attracted more visitors to the region Has attracted more visitors to the region during the off-peak and shoulder seasons Has increased the value of tourism to the region Has brought new events to the region Has increased the profile of the region And, in relation to your business? Please select one option for each item, using the column headings as a guide Strongly Agree Strongly Disagree Don't Know Has been good for my business Will be good for my business in the future Overall, what proportion of your current business turnover would you attribute to the Queenstown Trails? Tip: think about the customers you have now and how your turnover might look with/without the Queenstown Trails Please enter proportion of business attributed to the Queenstown Trails %

What further action do you think is needed to ensure the Queenstown Trail area gets the most benefit it can from the Queenstown Trails? Are there any other comments you would like to make about the Queenstown Trails? If so, please enter these below. Skip Conditions (1) Business sector Values : Hotel, Motel, Backpacker/hostel, Holiday Park/campground, Bed & Breakfast, Farmstay/homestay, Other commercial accommodation, Café/restaurant/bar, Vineyard, Cycle hire, Cycle transport/shuttle services, Other transport services, Specialised cycle tours, General tours, i-site/visitor information services, Visitor activities or attractions, Retail (including services), Other Total Condition : Exact Total Number : 1 Combine : Yes Condition : Equals (2) Current employment Is different than 'We employ more people at certain times of year than at others' (3) Prior/after establishment Is different than 'No, business was established after the trail opened' (4) Prior/after establishment Is different than 'Yes, business pre-dated the trail' (5) Business expansion Is different than 'Yes, have expanded or added new services' (6) Number of full-time employees Equals '2 (Has decreased)' or '1 (Has greatly decreased)' (7) Number of full-time employees Equals '3 (Has not changed)' (8) Number of part-time employees Equals '3 (Has not changed)' (9) Number of part-time employees Equals '2 (Has decreased)' or '1 (Has greatly decreased)' (1) Number of full-time employees Equals '5 (Has greatly increased)' or '4 (Has increased)' (11) Number of part-time employees Equals '5 (Has greatly increased)' or '4 (Has increased)' Survey Design www.getsmartglobal.com

G. Domestic Tourism Market Segmentation Summaries 1 November 213 15 of 15

DOMESTIC TOURISM IS Domestic tourism is worth more per year to the economy than international tourism. $$ $12.4 billion $9.3 billion

On average, 69 New Zealanders start a domestic holiday every half hour. 42 Australian visitors start a New Zealand holiday every half hour. 69 New Zealanders 42 Australians Two thirds of New Zealanders want to travel more in New Zealand. New Zealanders are all different, so a targeted marketing and product development approach will achieve more than a "shot gun" approach.

The research shows that New Zealanders can be grouped into 8 market segments. This helps us to understand the domestic tourism market better and to target our marketing. Domestic short breaks (less than or equal to 5 nights) Avg. number of domestic short breaks last 12 months Domestic long breaks (greater than 5 nights) Avg. number of domestic long breaks last 12 months Being there 1.6 short breaks.7 long breaks Searching 1.4 short breaks 1. long breaks Rewarding 1.5 short breaks.4 long breaks Immersing 2.2 short breaks.6 long breaks Making Do 1.6 short breaks.3 long breaks Embracing life 2.5 short breaks.6 long breaks Creating 2.3 short breaks.7 long breaks Aiming High 3.1 short breaks 1. long breaks

BEING THERE 22% Who is in the Being There Segment? Life cycle Age 6% 65 years and over Married/couple with children who are no longer living at home 5-64 Members of the Being There Segment more likely than other segments to be retired Interests & life priorities On holiday they are more likely to travel by private car or campervan/motorhome and to stay in private homes or motels What do they look for in a holiday? GARDENING HEALTH TIME WITH FAMILY/FRIENDS PAYING BILLS READING TRAVEL/HOLIDAYS SOCIAL/COMMUNITY GROUPS HOME HOBBIES Ideal holiday characteristics: IDEAL NOT IDEAL NIGHTLIFE CHALLENGING SAFE SCENERY HERITAGE Key marketing proposition: Being with family and friends Travel products likely to appeal to this segment include: Market to this segment through: Major daily newspapers Special interest media (e.g. gardening TV channels or publications) Affinity groups (e.g churches, Rotary, Probus, other voluntary groups) Targeted online channels (e.g news sites, Skype, online auction sites) Email marketing For more information please go to www.tourismresearch.govt.nz/domseg GARDEN/NATURE CULTURE & HERITAGE ASSISTED TRAVEL Day trip/short break (activity and event related) VFR campaigns Garden/nature products/events History/heritage Concert/theatre & performing arts Small group tours (special interest) Assisted travel (transport, accommodation) Cruise product

SEARCHING 13% Who is in the Searching Segment? Life cycle Age 7% Single, no children 15-24 25-39 Searchers are more likely to be young and to live with their parents or friends On holiday they are more likely to stay in hotels and to travel by bus or by air Interests & life priorities COMPUTER GAMES TEXTING HAVING A GOOD TIME FINDING LIFE DIRECTION EDUCATION CINEMA MUSIC CLUBBING/PARTIES UPDATING WEBSITES AND DOWNLOADING TRAVEL/HOLIDAYS Key marketing proposition: Freedom and good times with friends What do they look for in a holiday? Ideal holiday characteristics: EXCITING DIFFERENT NIGHTLIFE CITIES BEACHES SHOPPING ENTERTAINING Travel products likely to appeal to this segment include: Market to this segment through: Online, especially social media web-pages Youth media (magazines, blogs) Educational interest groups/institutions Marketing at events/parties Mobile applications Cinema ONLINE GAMING URBAN PRODUCT CONTIKI STYLE SPORTS PRODUCT Youth related events (online gaming and sports competitions, sports exhibitions) Urban activities (nightlife) Contiki-style domestic product (including travel with experiences and opportunities to meet new people) Adventure and/or sports products For more information please go to www.tourismresearch.govt.nz/domseg

REWARDING 13% Who is in the Rewarding Segment? Life cycle Age Married/couple, with children living at home 2% 28% 24% 5-64 4-49 25-39 Married/couple, no children Married/couple, with children who are no longer living at home Rewarders are more likely to be males in management or professional positions, living in Auckland On holiday they are more likely to stay in hotels, motels, or serviced apartments and to travel by plane or company car Interests & life priorities TELEVISION RELATIONSHIP REDUCING DEBT SURFING ONLINE TRAVEL/HOLIDAYS BUILDING CAREER/BUSINESS WATCHING SPORTS BUILDING ASSETS GOLF What do they look for in a holiday? Ideal holiday characteristics: IDEAL NOT IDEAL NATURE BEACHES NIGHTLIFE FAMILY-FRIENDLY SCENERY ROMANTIC CUISINE Key marketing proposition: You work hard, you deserve it Travel products likely to appeal to this segment include: Market to this segment through: Business media Special interest groups/media/online (e.g. golf clubs or magazines) Auckland specific media TV Sports/ News Channels Live sports events For more information please go to www.tourismresearch.govt.nz/domseg GOLF PRODUCTS SHORT BREAKS FOOD & WINE Golf products Short breaks Food and wine experiences (events, vineyard tours) Romantic weekends/short breaks Fashion events/shows Sports events/shows (e.g motoring, golf) Indulgence/pampering (accommodation, wellness experiences) Cruise product

IMMERSING 13% Who is in the Immersing Segment? Life cycle Age 38% Single, no children 32% 25-39 Married/couple no children 4-49 15-24 5-64 Members of the Immersing Segment are likely to be female and living in the city and very likely to be tertiary educated Interests & life priorities FINANCIAL OBLIGATIONS FINDING DIRECTION IN LIFE PETS EDUCATION BUILDING CAREER TRAVEL/HOLIDAYS PARKS AND GARDENS THEATRE MUSICAL INSTRUMENTS PAINTING HIKING Key marketing proposition: Expand your mind, add to your experiences, enrich your life Market to this segment through: Special interest and lifestyle media (e.g health media, yoga/wellness media) Online channels (travel/lifestyle sites) Professional media/interest groups Tertiary education institutes On holiday they are more likely to stay in private dwellings and backpackers and travel by private car What do they look for in a holiday? Ideal holiday characteristics: IDEAL NOT IDEAL Travel products likely to appeal to this segment include: OUTDOORS CULTURE & HERITAGE FAMILY-FRIENDLY CITY NIGHTLIFE FAMILIAR SPORTS RELAXING ENTERTAINING DIFFERENT SCENIC AFFORDABLE NATURE-BASED CUISINE HERITAGE PEACEFUL Nature, health, wellness, cultural, artistic, musical, heritage, wildlife, food and wine product, all with an interactive and educational focus Workshops Hiking groups/routes (including catered) For more information please go to www.tourismresearch.govt.nz/domseg

MAKING DO 12% Who is in the Making Do Segment? Life cycle Age 64% Married/couple with children living at home 5-64 4-49 25-39 Members of the Making Do Segment are more likely than other segments to be female, earning a low income and have children living at home Interests & life priorities On holiday they are more likely to travel by car/van and to stay in rented accommodation What do they look for in a holiday? RAISING FAMILY PAYING THE BILLS TIME WITH FAMILY/FRIENDS HEALTH VISITING MARKETS SECOND HAND SALES TRAVEL/HOLIDAYS REDUCING DEBT Ideal holiday characteristics: IDEAL NOT IDEAL SPORTING ACTIVITIES FOOD/WINE BIG CITIES NIGHTLIFE CULTURAL AFFORDABLE FAMILY-FRIENDLY PEACEFUL SAFE EASY Key marketing proposition: You deserve a break Travel products likely to appeal to this segment include: Market to this segment through: Women s magazines Lifestyle media Daytime TV and radio Advertising at fairs and markets CHILDCARE ASSISTANCE SECOND HAND SHOPS FAMILY FRIENDLY/THEME PARK Family-friendly products Nature-based experiences Accommodation and activities offering childcare facilities (e.g. kids clubs) Affordable and easy products For more information please go to www.tourismresearch.govt.nz/domseg

EMBRACING LIFE 11% Who is in the Embracing Life Segment? Life cycle Age 83% Married/couple with children living at home (including in shared custody situations) 25-39 5-64 4-49 Members of the Embracing Life Segment are likely to be family-focussed and earning a high income Interests & life priorities RAISING FAMILY RELATIONSHIPS FRIENDS/FAMILY ENTERTAINING AT HOME REDUCING DEBT/BUILDING ASSETS CAREER/BUSINESS TRAVEL/HOLIDAYS HOME MAINTENANCE BOATING/FISHING HIKING/OUTDOORS Key marketing proposition: A FULL life for you and your family On holiday they are more likely to stay in motels and rented accomodation, and to travel by private car and (sometimes) bicycle What do they look for in a holiday? Ideal holiday characteristics: IDEAL NOT IDEAL BIG CITIES NIGHTLIFE RELAXING FAMILY-FRIENDLY OUTDOORS NATURE-BASED ROMANTIC Travel products likely to appeal to this segment include: Market to this segment through: Business media Special interest groups/media/online (e.g. golf/outdoor focussed, boating, fishing) Major daily newspapers Outdoor events and shows (e.g. boat/fishing shows) OUTDOORS CULTURE & HERITAGE FOOD & WINE EXPERIENCES FOR THE WHOLE FAMILY Outdoor adventures/experiences for the whole family (e.g. cycling, fishing, canoeing, kayaking, adventure sports, boating, fishing, beaches) Cultural product Food/wine product Heritage events/experiences For more information please go to www.tourismresearch.govt.nz/domseg

CREATING 8% Who is in the Creating Segment? Life cycle Age 65% Married/couple with children living at home 25-39 4-49 23% Single with children living at home Members of the Creating Segment are more likely to be from a range of ethnic groups and to have a tertiary (often trade) qualification Interests & life priorities RAISING FAMILY HEALTH FINANCIAL OBLIGATIONS BUILDING CAREER & ASSETS COMMUNITY GROUPS VISITING MARKETS TRAVEL/HOLIDAYS CHURCH/VOLUNTARY GROUPS On holidays they are more likely to travel in a private or company vehicle and to be visiting friends and relatives What do they look for in a holiday? Ideal holiday characteristics: RELAXING FAMILY-FRIENDLY OUTDOOR ACTIVITIES NATURE-BASED EXPERIENCES Key marketing proposition: Travel products likely to appeal to this segment include: Good times to share with your family Market to this segment through: Special interest groups/ media (e.g cultural groups, cultural media) Online channels Targeted lifestyle media Cultural and community events For more information please go to www.tourismresearch.govt.nz/domseg OUTDOORS CULTURE & HERITAGE BEACHES Social/shared experiences Events/ concerts/festivals Beaches/ nature product Camping Picnics/outdoor cooking Group accommodation History and heritage Cultural product EVENTS

AIMING HIGH 8% Who is in the Aiming High Segment? Life cycle Age 62% Single, no children 24% 15-24 25-29 Married/couple, no children Aiming High are more likely to be students or young professionals from affluent backgrounds, often living with their parents or friends Interests & life priorities HAVING A GOOD TIME CLUBBING/PARTIES FINDING DIRECTION IN LIFE SPORTS/HOBBIES FITNESS EDUCATION TRAVEL/HOLIDAYS MEETING PEOPLE Key marketing proposition: More, bigger, best! Market to this segment through: CAREER Youth media (magazines, blogs) Special interest media (e.g skiing/snow boarding) Online channels Interest groups (sports clubs, other affinity groups) Cinema On holiday they are more likely to travel with their parents and stay in commercial accommodation What do they look for in a holiday? Ideal holiday characteristics: Travel products likely to appeal to this segment include: Adventure URBAN PRODUCT EXCITING SPORTING CHALLENGING DIFFERENT NIGHTLIFE BIG CITIES BEACHES SHOPPING WELLNESS EXPERIENCES Adventure and sports product (the BEST skiing, the BEST beaches, the BEST mountain biking tracks) Youth/sporting/adventure events Urban product (nightlife, bars, cafes/music events) Wellness experiences For more information please go to www.tourismresearch.govt.nz/domseg

IMMERSING 13% Who is in the Immersing Segment? Life cycle Age 38% Single, no children 32% 25-39 Married/couple no children 4-49 15-24 5-64 Members of the Immersing Segment are likely to be female and living in the city and very likely to be tertiary educated On holiday they are more likely to stay in private dwellings and backpackers and travel by private car Interests & life priorities FINANCIAL OBLIGATIONS FINDING DIRECTION IN LIFE PETS EDUCATION BUILDING CAREER TRAVEL/HOLIDAYS Ministry of Tourism April 21 An electronic version of this publication as well as the full Domestic Tourism Market Segmentation report is available at www.tourismresearch.govt.nz/domseg. Data Sources: Monetary comparison: Tourism Satellite Account 29 (TSA - Statistics New Zealand) Departing New Zealanders: Domestic Travel Survey (DTS - Ministry of Tourism) Australian arrivals: International Visitor Arrivals (IVA - Statistics New Zealand) PARKS AND GARDENS THEATRE MUSICAL INSTRUMENTS HIKING PAINTING What do they look for in a holiday? Ideal holiday characteristics: RELAXING ENTERTAINING IDEAL DIFFERENT NOT IDEAL SCENIC AFFORDABLE FAMILY-FRIENDLY NATURE-BASED CUISINE CITY HERITAGE NIGHTLIFE PEACEFUL FAMILIAR SPORTS Key marketing proposition: Expand your mind, add to your experiences, enrich your life Market to this segment through: Special interest and lifestyle media (e.g health media, yoga/wellness media) Online channels (travel/lifestyle sites) Professional media/interest groups Tertiary education institutes ISBN: 978--478-28652-6 For more information please go to www.tourismresearch.govt.nz/domseg Travel products likely to appeal to this segment include: OUTDOORS CULTURE & HERITAGE Nature, health, wellness, cultural, artistic, musical, heritage, wildlife, food and wine product, all with an interactive and educational focus Workshops The Ministry of Tourism PO Box 564 Hiking groups/routes (including catered) Wellington Telephone: (4) 498 744 Fax: (4) 498 7445 Email: info@tourism.govt.nz