Lets Ride BC Initiative

Background:

Lets Ride BC logoLet's Ride BC is a content management system & social networking, e commerce website designed to attract tourists and BC residents to snowmobiling in BC. It was created in partnership with Tourism BC, the BC Snowmobile Federation (BCSF) and the BC Commercial Snowmobile Operators Association (BCCSOA). Here's how it works.

Tourism BC (TBC) manages an industry sector development initiative called, "Experiences, BC" (EBC)

Experiences BC is a matching funding program designed to bolster sector development in BC. In our case, Government offers matching funds to achieve three basic objectives:

  1. Attract snowmobilers who used to be part of organized sledding in BC, back to the BCSF.
  2. Attract new snowmobilers to the organized snowmobile sector in BC who typically ride, but do not join clubs or participate in any meaningful way. The goal is to grow the data base of snowmobilers in the province to create an expanded network and community through which to communicate various services, benefits, safety and regulatory messages.
  3. Attract new overnight tourism stays in BC from the Pacific Northwest by promoting snowmobile related products and tours. (The commercial operator component)

The program requires that one provincially recognized agency be the lead agency to manage the program and apply for funds. The BCSF will continue in the leadership of this program and the opportunity that it presents. Similar to last year, the BCCSOA will remain a partner in the program as will any other third party contributors willing to put up matching funds to enhance snowmobiling in BC. 

One critical requirement of the funding program is that the marketing initiatives meet pre-existing marketing strategies as defined by TBC based on industry research and marketing plans.

The Program will be managed by the BCSF who in turn, contracts the services of Remote Control Consulting (RCC), a Tourism Marketing organization to effect critical aspects of the LRBC marketing and promotional campaign. RCC has applied to EBC on behalf of the BCSF with a comprehensive campaign strategy which has been accepted by EBC for the maximum allowable matching funds. The next step is to rally all parties to commit their funds on a first-come, first-served basis to be eligible for the matching dollar opportunity. Last year, RCC refaced the "Let's Ride BC" campaign with a major overhaul and transitioned the URL letsridebc.com into a Content Management System with full social networking capabilities. This years focus includes more web functionality, marketing, critical messaging, on line contests, and much more.

For 2011-12, EBC approved the maximum allowable matching grant of $50,000, up from last year’s grant amount of $10,000. This is one of the most exciting opportunities to come to the BC snowmobile industry in many years with profound benefits to effect change and growth for years to come.

The BCSF is extending this matching funds opportunity to key stakeholders in the BC snowmobile industry to maximum penetration into the non organized / organized sled sector of the Province through collaborative, strategic alliances.

The EBC program identifies a number of key opportunities in which our partners can participate including the development and management of:

  • A targeted industry specific database
  • A maintained snowmobile industry specific calendar of events for effective planning and promotions
  • Trailhead awareness campaign
  • Online contests and promotional opportunities
  • Travel trade-show exposure and more

Now is your opportunity as a player in the BC snowmobile industry to work with us, the BCSF to improve the sport of mountain snowmobiling in British Columbia.

Mechanics of the Program:

All funding is routed through the BCSF who will collaborate with each participating stakeholder in developing their specific strategy to maximize their goals and objectives while maintaing the integrity of the EBC / TBC marketing objectives and guidelines. Each program/ stakeholder will identify key tactics and deliverables which are in turn, reviewed and approved by the BCSF. Upon signing of the EBC contracts, the first instalment of funds are released from EBC, this allows for the initial implementation of key tactics and as programs come to fruition, further matching funds are released.

The stakeholder must appoint a lead representative who is responsible for the completion of each identified deliverable.

* The EBC funding program does not permit in kind contributions as matching funds. A dollar receives a dollar less a nominal admin fee retained by the BCSF to cover contractual and consulting fees. HST is an additional expense where applicable. For more information pertaining to this opportunity, please contact Erin Hart at dougw2@mac.com.