Adventure Capital

Adventure Capital is a major campaign to promote and develop Cumbria's outdoor activity infrastructure. There are a variety of advertising opportunities via the web, print, e-marketing, exhibitions and the national media.

Download Adventure Capital Strategy

The Vision

To be recognised as Adventure Capital UK by 2012, by working in partnership to develop, promote & sell sustainable world class outdoor experiences to achieve economic prosperity, health and well-being.

Adventure Capital - Phase 2

The success of AdCap1 gave CT the evidence to apply for further funding of the AdCap project and this also has been achieved with £800k from the European Rural Development Fund - £800,000 match funding needed.
01.04.2009 - 31.03.2012

ERDF - Action Area 3.3 - Promotion and marketing of natural and cultural heritage assets to promote sustainable tourism.

Marketing activity will focus on the following areas:
• On foot (inc. walking, running, scrambling)
• On wheels (inc. cycling and mountain biking)
• On ropes (inc. climbing, high ropes, and via ferrata)
• On water (inc. canoeing, kayaking, and open water swimming)
• On course (events and challenges)

Campaigns will include:
• Consumer exhibitions including:
   - The Outdoors Show 2010
   - Adventure Travel Live 2010
   - Best of Britain and Ireland 2011

• PR - more than £1.2 million of advertising equivalent value has been generated through AdCap PR (2009-2010).

• Print - including annual adventure guides and activity leaflets produced with a number of different partners. More than 500 000 pieces of print have been produced and distributed during AdCap 2 so far.

• Advertising - local and national advertising has been booked to promote events, activities and the destination as Adventure Capital of the UK. Advertising has appeared in BBC Countryfile Magazine, The Guardian, The Daily Telegraph, The Sunday Times, Lakeland Walker, TGO Magazine, Men's Fitness, Trail Magazine and Outdoor Enthusiast amongst other.

• Online Marketing - including AdCap social media sites (www.twitter.com/AdCapUK  and www.facebook.com/AdCapUK ), mini films to promote adventure activities in Cumbria (www.youtube.com/AdCapUK ) and online advertising with grough, Outdoors Magic and Out & About Live.

• Joint promotions with partners, activity providers and brands have resulted in a number of lovely destination marketing campaigns.

• Jennings Adventure Ale Trails; long distances walking routes which also incorporate food, drink and accommodation produced in partnership with Jennings Brewery (www.golakes.co.uk/jennings )

• Passport to Pedalling; a partnership between Cumbria Sport Partnership, Cumbria Primary Care Trust, Lake District National Park, Eden District Council, and Carlisle City Council to increase participation in cycling activities over the summer of 2010.

• Feel Free with the National Trust; a programme of outdoor activities and events at National Trust properties throughout Cumbria designed to encourage people to enjoy outdoor activities.
• Walking leaflets have been produced and distributed via retailers, TICs and businesses throughout the county. Partners include Polartec, Jennings, Sprayway and Smartwool. (www.golakes.co.uk/onfoot )

• Cycling leaflets have been produced in partnership with Cumbria County Council, Eden District Council, South Lakeland District Council, the Forestry Commission, Keswick Bikes, Keswick Tourism Association, Kendal Futures, the Ullswater Association and Ullswater Steamers. These have been distributed throughout the county. www.golakes.co.uk/onwheels

• West Coast Adventure Campaign; a series of guides are being produced in partnership with South Copeland Tourism CIC to promote adventure in the West of the county. These include a series of walks from the railways, wildlife walks, a beer and bangers trail and a mountain biking guide.

More info on ERDF

Outdoor Industry Working Group

The Outdoor Industry Working Group consists of members from both the public and private sectors. This group meets times a year to discuss new ideas and share information about the outdoors sector in Cumbria.

View working group Terms of Reference

View most recent minutes

Andy Airey - George Fisher
Robin Ashcroft - Kendal Mountain Festival (and Chair of the OIWG)
Derek Bigland - Ulverston Walkers Hostel
Malcolm Campbell - PS Outdoors
Dave Chambers - Dave's Adventure Company
Jody Ferguson - Cumbria Tourism, AdCap Project Assistant
Tim Foster - Field Studies Council, Head of Centre at Blencathra
Lindsay Gibson - Destination Cumbria
Justin Grammer - Rheged
Lucy Harrison - National Skills Academy, NW Business Development Manager (Outdoors)
Johan Hoving - River Deep Mountain High
Bruce Lawson - Cumbria Sport Partnership, Development Manager
Freddy Markham - Travelling2
Elspeth Mason - Mere Mountain / Activities in Lakeland
Paul Noble - Total Adventure & Grizedale Mountain Bikes
Nick Owen - YHA
Kate Phillips - Lakeland Climbing Centre
Carol Renshaw - CCC, Cumbria Sport Workforce Development Manager
Andrea Runkee - Cumbria Tourism, AdCap Project Manager
Ron Rutland - Summitreks
Barry Surtees - Honister Slate Mine

Adventure Capital - Phase 1

£500 000 from the Northwest Regional Development Agency
01.04.2008 - 31.03.2009

Areas of activity

• A grant fund to support feasibility studies, capital development and outdoor challenge or inspiration events
• Marketing - highlighting the best of the outdoor adventure offer in Cumbria

Feasibility Studies commissioned

• Lune Valley Cycleway
• Cumbria Cycleway
• Ambleside Cycleway
• Kendal Sports Village
• Providing 3 new projects for Adventure Capital 2

Event Support

• Great North Swim
• Kendal Mountain Festival
• Helly Hansen Challenge
• Dirty Weekend
• Ullswater Lakeland Trails
• Year of Adventure
• Keswick Mountain Festival
• Go Fishing
• Windermere 3 Peaks Challenge
• Open 5 Adventure Race

These events levered in £558,000 of additional spend to the county from the event organisers and attracted over 22 000 competitors and spectators who spent £1 663 960 in county.

Capital Development

• Forestry Commission - Family Mountain Bike Trail in Whinlatter Forest
• United Utilities - Thirlmere Circular Cycle Route
• Lake District National Park - Coniston Miles without Stiles Route
• North Pennines AONB - Pack Pony Trails

These projects leveraged in an additional £583 000 of spend as part of the development of these new products.

Outdoors Sector Support

• Industry conference - 26th June 2008 at Newton Rigg with 70 delegates from 50 businesses
• Outdoor Industries Working Group - 4 meeting annually with 15 active members
• Bringing AdCap to
• Cumbria 2012 & NW 2012;
• Countryside Access Partnership;
• Cumbria Cycling Committee;
• Cumbria Sports Partnership

Marketing Activity

• Year of Adventure 08 Guide
• Adventure 09 Guide
• Sunday Times Supplement
• £400 000 of press coverage
• The Outdoors Show
• Activities Week and Easter Activities
• Newsletters
• Adventure mini-site on www.golakes..co.uk