Amount Awarded

£85,000

Event Background and Funding

The Mountain Bike World Cup at Fort William is one of several locations on the UCI World Cup series which take place between April and August. The Fort William event has been successfully held from 2002 to 2010, with EventScotland supporting from 2003. In 2007 the venue hosted the UCI Mountain Bike & Trials World Championships instead of the World Cup. Nevis Range, where the competition is held, is the only venue in the UK to have hosted all three key disciplines of the World Cup - Downhill, 4X and Cross Country.

For both spectators and participants, the Mountain Bike World Cup at Fort William is a thrilling, fast-paced event enhanced by the party atmosphere. In a nine year period (2002-2010) the Fort William World Cup (and World Championship in 2007) has established itself as one of the premier events and venues on the international mountain bike circuit. It has a reputation for innovation, big crowds and a great atmosphere – a true showcase event for the sport.

The event consistently runs impressive marketing campaigns. Incorporated into the 2010 'Downhill Rock n Roll' marketing campaign, Leith Records hosted a Battle of the Bands contest. Over 11,000 online votes were cast in advance of the event and 40 bands entered.

EventScotland works closely with organisers, Rare Management, and has secured the World Cup event for Fort William up to and including 2013.

Tourism

This high-profile international event is hosted in a semi-rural area of Scotland which ensures a consistent influx of tourism year on year.

In 2010, the Mountain Bike World Cup attracted 285 competitors from 24 nations across the two disciplines, with 171 accredited media reporting on the event. Visitor numbers in 2010 remained high for the event averaging at 17,300 over the three days, of which 8,500 were unique visitors. 13% of these were overseas visitors who stayed on average for 3.5 nights, while all visitors on average returned to the event for a second day.

Participation & Development

The event works with Highland Council, SportScotland and Scottish Cycling to introduce local children to mountain biking. Highland Council and Scottish Cycling have created a regional development centre in Fort William and in 2009, a Highland-wide schools development programme culminated in the Youth XC Sprint event at the World Cup. Meanwhile, the youth-level event, Scottish Cycling Youth Dirt Crit, is used by Highland Region as the culmination of a qualification series inspiring riders from all over Scotland to pursue competitive mountain biking.

Organisers aim to develop similar initiatives from 2010 onwards to create a comprehensive plan for local schools in the build up to the London Olympics and Glasgow Commonwealth Games, developing local riders at elite level and developing Fort William as an elite training centre.

2011 will see new developments around the Downhill course which follows a ferocious track straight down the face of Aonach Mor, the 9th highest mountain in the UK. The competition ensures spectators are at the forefront of the event with the incredibly exciting 4X format where riders battle it out down a custom built course of berms, jumps, step-ups and other testing features.

Environment

The event organisers take environmental management seriously with standard plans in place for the Mountain Bike World Cup. Organisers have improved year on year with increased efforts in recycling and waste separation.

Nevis Range, an area of natural beauty, is protected within Nevis Range and Forestry Commission's environmental policies.

Social & Cultural

The event has assisted in engaging and developing local businesses, individuals and schoolchildren. The event has provided training for local volunteers since 2002, many of which have gone on to work in the events or mountain bike industry.

The event reinforces and validates Fort William’s status as Outdoor Capital of the UK and has created a facility in the area that is now used year round by local riders and clubs, as well as tourists.

Media

The event attracts significant TV coverage, both in Scotland and internationally across every continent, providing a strong platform to promote Scotland's natural assets and facilities for mountain biking and adventure tourism.

Welcoming 171 accredited media, the 2010 Mountain Bike World Cup increased its PR and media value to £846,000 compared with £508,000 in 2009. Eurosport broadcast both live and highlights programmes of the event while Freecaster broadcast live across the internet. BBC2 Scotland featured the Mountain Bike World Cup on the Adventure Show.

Key Outcomes

Best Downhill Event by the UCI; 'Event of the Year' at the Sunday Mail Scottish Sport Awards; finalist for 'Best Event Look' at the International Sports Management Awards; Singletrack Best UK Event

Attendance of over 17,000

Widespread media coverage at home and abroad valued at £846,000 and showcases Scotland’s natural facilities for mountain biking

Development of Nevis Range and Fort William as the Outdoor Capital of the UK

Direct Economic Impact to the Highland

Sporting legacy in the creation of permanent World Class facilities