Destination Mountain Bike Forum 2019- Conference Program 2019 Destination Mountain Biking Forum-Conference Program (subject to change) ...

Destination Mountain Bike Forum 2019-
Conference Program

   2019 Destination Mountain Biking Forum- Conference Program (subject to change)   1

Conference Program - Day 1

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DAY ONE- February 13th 2019

Time- 0830- 1800

Conference registration, Maydena Bike Park guest services.

Time- 0930- 1600

Optional riding session (un-guided). Pre booking recommended- uplift passes
available at www.maydenabikepark.com/book (use the code destinationmtb for
discount).

Time- 1700 Welcome drink

Welcome drink at Maydena Bike Park Guest Services room. Drinks available for
purchase from The Canteen.

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Conference Program - Day 2

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DAY ONE- February 14th 2019

Time- 0830- 0845

Welcome
MC- Rhys Ellis, CEO- Simon French

Time- 0845- 0930

Keynote 1- The Maydena Bike Park story

Speaker- Simon French
Representing- Maydena Bike Park, Dirt Art

Abstract- The Maydena Bike Park (MBP) has been a four-year journey of putting
square pegs into round holes, and learning through breaking things. The park has
blazed an innovative path towards developing the kind of mountain bike facility
that mountain bike riders truly want to visit and ride. Along the way, the
development and operation team have faced near-endless challenges from
unexpected approval challenges, floods, fires, and a rider death. MBP continues to
strive to build bigger, and better trails and infrastructure, with a busy development
pipeline ahead towards recognising the goal of establishing the world’s biggest
and best commercial bike park.

Time- 0930- 1015

Keynote 2- Forget about the bike for a second

Speaker- Phil Boorman
Representing- New Zealand Mountain Biking

Abstract- Most in the travel industry have their own idea of what "customer
experience" is. In Phil Boorman's keynote address, he'll challenge the conventional
wisdom of this notion, and offer a fresh perspective that is especially relevant and
important to adventure travel providers and specifically mountain bike tour
operators.

Time- 1015- 1045 Morning Tea

Morning Tea at The Summit

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Time- 1045- 1130

Keynote 3- The changing media and marketing landscape

Speakers- Chris Southwood
Representing- Flow Mountain Bike

Summary- Flow Mountain Bike are at the forefront of modern mountain bike
media and destination marketing in Australia, with a well-established web platform
and a huge social media audience. As mountain bike destinations continue to
develop across the country, marketing is becoming a critically important tool. Chris
and Mick will discuss the current and emerging trends in mountain bike destination
marketing, exploring the most efficient and cost-effective ways to achieve
destination marketing success.

Time- 1130- 1200 Workshop 1- Session 1

Workshop 1A- Developing successful businesses in MTB towns

Speaker- Buck Gibson- Vertigo MTB Blue Derby

Abstract- Ask any Australian mountain bike rider if they’ve heard of Blue Derby,
and you will get a resounding, yes! Buck’s business has boomed along with the
popularity of the Blue Derby trails, with Vertigo playing no small part in the broader
success of the destination. Buck now operates uplift, bike retail, rental, repairs and
bike skills coaching, along with a café in the town, and has a number of valuable
insights into establishing successful businesses in a rapidly growing mountain bike
town.

Workshop 1B- Developing world-class bike school programs

Speaker- Rhys Ellis

Abstract- Maydena Bike Park has placed a strong focus on developing a best-of-
type bike school, a program that has been led by Park Manager, Rhys Ellis. Learn
how to set up a successful bike school that promotes safe skill progression, while
delivering strong financial performance in a commercial bike park setting.

Workshop 1C- Trail Design 101

Speakers- Dirt Art trail design team

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Abstract- Join the Dirt Art trail design team for an in-field practical walk through
some of the Maydena Bike Park trails. The session will involve discussion and
rationale around trail design decisions and methodology in a practical setting.
Learn the fundamentals from some of the best trail designers in the industry, in one
of the most challenging landscape settings for trail development

Time- 1200- 1230 Workshop 1- Session 2

Workshop 1A- Developing successful businesses in MTB towns

Speaker- Buck Gibson- Vertigo MTB Blue Derby

Abstract- Ask any Australian mountain bike rider if they’ve heard of Blue Derby,
and you will get a resounding, yes! Buck’s business has boomed along with the
popularity of the Blue Derby trails, with Vertigo playing no small part in the broader
success of the destination. Buck now operates uplift, bike retail, rental, repairs and
bike skills coaching, along with a café in the town, and has a number of valuable
insights into establishing successful businesses in a rapidly growing mountain bike
town.

Workshop 1B- Developing world-class bike school programs

Speaker- Rhys Ellis

Abstract- Maydena Bike Park has placed a strong focus on developing a best-of-
type bike school, a program that has been led by Park Manager, Rhys Ellis. Learn
how to set up a successful bike school that promotes safe skill progression, while
delivering strong financial performance in a commercial bike park setting.

Workshop 1C- Trail Design 101

Speakers- Dirt Art trail design team
Abstract- Join the Dirt Art trail design team for an in-field practical walk through
some of the Maydena Bike Park trails. The session will involve discussion and
rationale around trail design decisions and methodology in a practical setting.
Learn the fundamentals from some of the best trail designers in the industry, in one
of the most challenging landscape settings for trail development

Time- 1230-1330 Lunch

The Summit gourmet lunch overlooking the South West Wilderness.

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Time- 1330-1415

Keynote 4- The changing face of bike retail

Speaker- Robbie McNaughton
Representing- Drift Bikes

Abstract- Drift Bikes has been in establishment since 2003, during which time the
store has seen a major shift in the retail environment. Drift bikes is now a vibrant,
large-scale retail store, that also offers tours and a range of other services. Co-
owner, Robbie McNaughton will be delivering on how to value add to your tours,
market your business to your followers through the promotion of your tours and
talk about the power of followers living vicariously through social media.

Time- 1415- 1445 Workshop 2 Session 1

Workshop 2A- Successful MTB events from organiser and rider side
Speakers- Duncan Giblin- Stormboy Events & South East MTB Association,
Maydena Bike Park Events Team, professional race (rider TBC)

Abstract- The mountain bike events landscape is changing; no longer can any
organiser of a 100km cross country event expect a minimum of several hundred
riders. Rider expectation is changing, and there is an increased focus on value
beyond just the trails and racing. Join two leading event organisers and a
professional rider (rider TBC) for a wide-ranging discussion on what makes a great.
mountain bike event, and how events are more than just a one-time benefit for
regional economies.

Workshop 2B- Incident and crisis management- what to do in a worst-
case scenario

Speakers- Romany Brodribb- Timmins Ray PR, Simon French- Maydena Bike
Park/Dirt Art

Abstract- In even the most well planned, safe and approachable trail network, there
is always the potential for a catastrophic rider injury. Simon brings valuable insight
into managing incidents on the ground, while Romany brings a significant
understanding of successfully managing the publicity fall out from serious injuries in
a mountain bike setting. The session will provide an interactive discussion into how
to manage worst case scenarios.

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Workshop 2C- Bike School mock lessons

Speakers- Rhys Ellis- Maydena Bike Park

Abstract- Join Maydena Bike Park Manager, Rhys Ellis for a ride through the park
hosting a mock lesson/guiding session. The session will show how a ride
guide/lesson works in a practical setting

Time- 1445- 1515 Workshop 2 Session 2

Workshop 2A- Successful MTB events from organiser and rider side
Speakers- Duncan Giblin- Stormboy Events & South East MTB Association,
Maydena Bike Park Events Team, professional race (rider TBC)

Abstract- The mountain bike events landscape is changing, no longer can any
organiser of a 100km cross country event expect a minimum of several hundred
riders. Rider expectation is changing, and there is an increased focus on value
beyond just the trails and racing. Join two leading event organisers and a
professional rider (rider TBC) for a wide-ranging discussion on what makes a great
mountain bike event, and how events are more than just a one-time benefit for
regional economies.

Workshop 2B- Incident and crisis management- what to do in a worst
case scenario

Speakers- Romany Brodribb- Timmins Ray PR, Simon French- Maydena Bike
Park/Dirt Art

Abstract- In even the most well planned, safe and approachable trail network, there
is always the potential for a catastrophic rider injury. Simon brings valuable insight
into managing incidents on the ground, while Romany brings a significant
understanding of successfully managing the publicity fall out from serious injuries in
a mountain bike setting. The session will provide an interactive discussion into how
to manage worst case scenarios.

Workshop 2C- Bike School mock lessons

Speakers- Rhys Ellis- Maydena Bike Park

Abstract- Join Maydena Bike Park Manager, Rhys Ellis for a ride through the park
hosting a mock lesson/guiding session. The session will show how a ride
guide/lesson works in a practical setting

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Time- 1600- 1800

Guided or unguided bike park riding (uplift included).

Time- 1900> Summit Dinner

The Summit dinner. Dinner and beverages included.

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Conference Program - Day 3

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DAY TWO- February 15th 2019

Time- 0830- 0845

Welcome
MC- Rhys Ellis

Time- 0845- 0930

Keynote 5- Strength of Community in a Commercial Scene

Speaker- Ronnie Baker
Representing- Queenstown MTB Club

Abstract- The mountain biking community in Queenstown is strong, and been
fundamental in the development of Queenstown as one of the world’s leading
mountain bike towns. Before commercial operators, and before trail networks, the
community was coming together to get stuff done. As the mountain biking
reputation and the trail networks have grown, the community has grown with it,
which has brought along its own growing pains. The town is expanding, businesses
have grown, population is growing at an alarming rate. What does this mean for
the mountain biking community and the town as a MTB destination? How does this
affect the strength of that community and how it influences the town? The
Queenstown Mountain Bike Club is at the core of this community and we want to
share our experiences, our challenges and successes.

Time- 0930- 1015

Keynote 6- The Bike Park Wales Story

Speaker- Rowan Sorrell
Representing- Bike Park Wales
Abstract- BikePark Wales was born from a passion to create the best mountain bike
facility in the UK, the UK's first full scale bike park to rival the best in the
World. The BikePark Wales team have slaved day and night for 5 years to create
this incredible facility. BikePark Wales is built for riders, by riders. BPW blazed the
way for a new era of uplift bike parks, setting a standard to which bike parks
around the world now strive. Rowan will tell the BPW story, including the
challenges and successes the park has seen across the past five years of operation.

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Time- 1015- 1045

Morning Team at The Summit

Time- 1045- 1115

Keynote 7- The Australian Mountain Bike Market

Speaker- Simon French
Representing- Maydena Bike Park, Dirt Art

Summary- Every two years, Dirt Art completes a national mountain bike market
profile survey, providing valuable data to all areas of the industry. In 2018, the
survey is in its third rendition, providing data across a 6-year period. Join Dirt Art’s
Simon French for a summary and analysis of the 2018 survey data.

Simon will provide a critical analysis of the data, exploring key market changes and
trends, helping attendees understand the key markets in the industry, and how
they can be targeted in destination design, development and marketing.

Time- 1115- 1145 Workshop 3 Session 1

Workshop 3A- Trail master planning for success

Speakers- Simon French- Maydena Bike Park, David Willcox- Common Ground,
Robert Potter- Dirt Art

Summary- As mountain bike destinations continue to be developed across
Australia, is there a risk of over saturating the market? How do new players
establish their unique strengths and point-of-difference? Explore these questions
and more with a panel of Australia’s most experienced trail planners.

Workshop 3B- Managing land manager relationships

Speakers- Chris Colley- Tasmanian Parks and Wildlife Service, Liam Hooper-
Maydena Bike Park

Summary- The vast majority of destination mountain bike trail development in
Australia occurs on land managed by state Parks and Wildlife Services, yet the
majority of these agencies are not the primary driver of this development. With
this in mind, building long term, sustainable relationships with park’s agencies is
fundamental to the future success of mountain bike development in Australia.

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Parks Tasmania Regional Manager, Chris Colley and Maydena Bike Park COO, Liam
Hooper will lead an interactive discussion on land manager relationship
management in a real-world context.

Workshop 3C- Developing effective signage systems (outdoor
workshop)

Speakers- Rhys Ellis- Maydena Bike Park, Jason Lam- Dirt Art

Summary- Effective signage allows trail networks to function effectively and safely
trail users rely on effective signage. A comprehensive signage system is
fundamentally important to a trail destinations success. Join Maydena Bike Park’s
Rhys Ellis, for a practical overview of the MBP signage system in practice.

Time- 1145- 1215 Workshop 3 Session 2

Workshop 3A- Trail master planning for success

Speakers- Simon French- Maydena Bike Park, David Willcox- Common Ground,
Robert Potter- Dirt Art

Summary- As mountain bike destinations continue to be developed across
Australia, is there a risk of over saturating the market? How do new players
establish their unique strengths and point-of-difference? Explore these questions
and more with a panel of Australia’s most experienced trail planners.

Workshop 3B- Managing land manager relationships

Speakers- Chris Colley- Tasmanian Parks and Wildlife Service, Liam Hooper-
Maydena Bike Park

Summary- The vast majority of destination mountain bike trail development in
Australia occurs on land managed by state Parks and Wildlife Services, yet the
majority of these agencies are not the primary driver of this development. With
this in mind, building long term, sustainable relationships with park’s agencies is
fundamental to the future success of mountain bike development in Australia.
Parks Tasmania Regional Manager, Chris Colley and Maydena Bike Park COO, Liam
Hooper will lead an interactive discussion on land manager relationship
management in a real-world context.

Workshop 3C- Developing effective signage systems (outdoor
workshop)

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Speakers- Rhys Ellis- Maydena Bike Park, Jason Lam- Dirt Art

Summary- Effective signage allows trail networks to function effectively and safely
trail users rely on effective signage. A comprehensive signage system is
fundamentally important to a trail destinations success. Join Maydena Bike Park’s
Rhys Ellis, for a practical overview of the MBP signage system in practice.

Time- 1230-1330 Lunch

The Summit gourmet lunch overlooking the South West Wilderness.

Time- 1330 - 1415

Keynote 8- Developing Warburton- Australia’s next major mountain
bike destination

Speaker- Matt Harrington
Representing- Yarra Ranges Council

Summary- The Warburton Mountain Bike Project is one of the most ambitious
mountain bike destination projects undertaken in Australia. The project involves
the development of an eventual 160+km of trails in the township of Warburton,
North East of Melbourne. Yarra Ranges Council have undertaken a unique and
comprehensive planning approach for the project; hear from Project Manager,
Matt Harrington as he describes the Warburton story.

Time- 1400- 1445 Panel Session

Panel Discussion

Join five of our key speakers as they take on an open panel discussion, focusing on
five discussion points that will emerge across the two days of the conference.
Discussion points may include topics such as E bikes and their influence on
destination development.

Time- 1445-1500 Closing Remarks

MC- Rhys Ellis, CEO- Simon French

Time- 1600- 1800

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Guided or unguided bike park riding (uplift included).

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Speaker Bios

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Speaker Bios

Speaker- Phil Boorman
Representing- New Zealand Mountain Biking
Bio- Phil Boorman has spent almost the entirety of his working life in the adventure
tourism industry. He is the founder of numerous adventure travel companies
around the world (including NZ Mountain Biking) and also works with other travel
industry providers to enhance their customer experience offerings.

Speaker- Rowan Sorrell & Martin Astley
Representing- Bike Park Wales
Bio- Rowan has been involved in the UK and European trail development industry
for over 15 years. Rowan founded Back on Track, one of Europe’s largest trail
firms, before going on to play a founding role in Bile Park Wales (BPW). BPW
blazed the way for large scale, year-round commercial bike parks serviced by a
vehicle uplift, and set a new standard for UK bike parks.

Speaker- Simon French
Representing- Maydena Bike Park, Dirt Art
Bio- Simon has been involved in the mountain bike industry for over 20 years,
working across tourism, retail, events and trail development. Simon founded Dirt
Art in 2008, which has grown into one of Australia’s largest and most prolific trail
developers, developing thousands of kilometres of trails for government and
private clients. Chasing the dream of building his own commercial bike park, in
2015 Simon begun work on the Maydena Bike Park Project, which opened in
January 2018. Simon has since developed a range of entities to allow him to
pursue further in-house commercial bike park development, and to invest and
manage other commercial bike park projects.

Speakers- Chris Southwood and Mick Ross
Representing- Flow Mountain Bike
Bio- Chris has been involved in the Australian mountain bike media industry for
many years, more recently founding the Flow Mountain Bike Company with Mick
Ross. Flow has gone on to re-shape the Australian media landscape, particularly in
the area of destination marketing. Chris brings unique insights into promoting and
marketing mountain bike destinations and experiences.

Speaker- Robbie McNaughton
Representing- Drift Bikes
Bio- Robbie started out in the mountain bike industry as a retail assistant in ‘98. He
went on to produce and distribute downhill mountain bike films in 2001, and

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opened a mountain bike store, Drift Bikes, in 2003. The retail store was founded on
a get out and ride philosophy with a heavy investment in digital marketing in
conjunction with his original business partner, Josh Stephenson. The store has
recently undergone a change of ownership, with Robbie partnering with surfing
retailer Rhys Smith from Sanbah Surf. This new stage of development as one of the
largest retail bike stores in the country has moved its focus to a multi brand
platform including Specialized, Trek, Santa Cruz, Yeti and BMC to name a few, with
a fashion and lifestyle element previously not on offer from the old business model.
A renewed focus on cycling tours, and a goal to introduce a cycling school in the
new year, 2019 will be a sweet 16 for Drift Bikes and one that Robbie is very
excited about.

Speaker- Ronnie Baker
Representing- Queenstown MTB Club
Bio- TBC

Speaker- Duncan Giblin
Representing- Storm Boy Promotions and the South East MTB Association
Bio- As the Director of Storm Bay Promotions Duncan has been involved in running
MTB events since 2007. The organisations flagship event is the Hellfire Cup, a
multi-day stage race that attracts 50-60% attendees from interstate and overseas.
Duncan has also co-managed a range of Tasmanian multi-sport events. As Chair of
the South East Mountain Bike Association Duncan is coordinating the South Eastern
MTB plan for the South Eastern Tasmanian Councils.

Speaker- Dave Willcox
Representing- Common Ground Trails
Bio- Wearer of many hats, David Willcox has a broad and somewhat abnormal
background in marketing, design, planning, development and tourism. Since
finishing his degree he has sometimes dabbled and sometimes excelled in the Web
Development, Graphic Design, Film, Fashion, Architecture and Trails industries.
Usually learning through osmosis, and typically by surrounding himself with people
more smarterer than himself, he has played a vital role in major tourism,
commercial and public developments all over the state. David has sat on every
perceivable three-dimensional side of the Mountain Bike trails fence including as
consumer, volunteer, designer, developer and committee member. In reality, no
one really knows what this guy does, but he always seems busy.

Speaker- Buck Gibson
Representing- Vertigo MTB Blue Derby
Bio- Buck is recognised in the industry as the unofficial mayor of Blue Derby, and
has played an instrumental role in the ongoing success of the town. Buck founded

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Vertigo as a mountain bike tour company, which initially focused on remote back
country tours on Tasmania’s West Coast. Buck was one of the early drivers of the
North East MTB Project, which went on to become Blue Derby, playing a powerful
advocacy role for the project. Vertigo is now a multi-faceted business, which is
widely-recognised as Derby’s premier supplier of uplift and related services.

Speaker- Rob Potter
Representing- Dirt Art
Bio- Perhaps most widely-recognised for his role in the successful Ford Ranger
marketing campaign, Rob is also an accomplished rider, trail designer, developer
and passionate advocate for Tasmania as a world-leading trail destination. Rob has
over 20 years trail design and development experience, along with significant
experience in bike retail and tourism.

Speaker- Rhys Ellis
Representing- Maydena Bike Park
Bio- Rhys is widely recognised as the face of Maydena Bike Park; holding the role
of Bike Park Manager, Rhys manages the day to day operations of the park. Rhys is
an accomplished rider and racer, who has a long career as a PMBI mountain bike
instructor and manager of junior development race programs. Of Canadian origins,
Rhys brings valuable insights from his mountain bike exploits across the globe
(along with a questionable taste in country music).

Speaker- Liam Hooper
Representing- Dirt Art, Maydena Bike Park
Bio- Liam has an extensive background in project management, business
development, tourism and hospitality and business management; and currently acts
as the joint COO of Maydena Bike Park and Dirt Art. A passionate rider and
advocate for the sport, Liam has a unique skillset, combining business with trail and
destination development and management.

Speaker- Romany Brodribb
Representing- Timmins Ray Public Relations
Bio- Romany Brodribb is a Senior Public Relations Consultant at Tasmanian firm,
Timmins Ray. A strategic communication specialist, Romany has particular
expertise in crisis and issues management, stakeholder and community
engagement, media and publicity and strategic marketing. Romany works with
both government agencies and non-government organisations and donates her
time to national campaigns for Orange Sky Laundry and Missing Persons Advocacy
Network (MPAN).

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Romany holds bachelor degrees in Journalism/ Media Studies and Education,
teaching in Tasmanian secondary schools for 10 years before returning to a career
in communications following the disappearance of her brother in 2016, for which
she fronted an international media campaign to find him.

Romany is an active Member of the Public Relations Institute of Australia.

Speaker- RDA Tasmania
Representing- RDA Tasmania
Bio- TBC

Speaker- Chris Colley
Representing- Tasmanian Parks and Wildlife Service
Bio- TBC
Speaker- Matt Harrington
Representing- Yarra Ranges Council
Bio- TBC

Please note- conference program is subject to change.

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