No joke: Bicycling
pours at least $750 million into Wisconsin economy annually
Survey of existing data shows need for further study
by Joel Patenaude Have you heard the joke about the typical cheap bicyclist? He rolls into town with a pair of underwear and a $20 bill and doesn't change either.
Well, I've heard it more than enough. And it wasn't funny the first time.
So let's get serious. There is now ammo to throw back at those who use such humor to demean bicycling and diminish the contributions its enthusiasts make to society.
We'll see who gets the last laugh when the non-pedaling public realizes that bicycling contributes at least three quarters of a billion dollars to the Wisconsin economy annually.
That's right. Bicycle manufacturing, sales and
service generates about $556.5 million and supports more than 3,400 jobs. In fact, Wisconsin-made bikes, parts and accessories account for nearly 20 percent of the U.S. bicycling industry output.
And bicycle tourism and recreation in this state from racing and touring to trail use raises another $208 million to $278 million in this state. That range is conservative, meaning cyclists are very likely spending a great deal more at parks, events, hotels and restaurants.
So, again,
let's ask those who scoff at bicyclists or believe bicycle trail development is a waste of money: Who's laughing now?
The numbers above come from a study completed in mid-March at the behest of the Governor's Bicycling Coordinating Council. The author, Chuck Strawser of the Bicycle Federation of Wisconsin (BFW), brought together the best previously available data for this 12-page report.
The study, titled "The Economic Impacts of Bicycling in Wisconsin," confirms the
suspicions of avid cyclists and hints at even greater financial and healthful benefits.
The study hasn't received much publicity to date. But in March, BFW Executive Director Marjorie Ward presented the study's findings at the National Bicycling Summit in Washington D.C.
Ward said she hopes the study will convince state tourism officials that original research and a more comprehensive analysis ought to be undertaken. The governor's council is now negotiating with the tourism
department to green light a new study.
"I'm confident we can get private funding from the bicycle industry to do the study," Ward said. "We'd like to get closer to the real numbers, so we have some work ahead of us."
Chris Fortune, president of Madison-based Saris Cycling Group and chairman of the Governor's Bicycling Coordinating Council, said "unless the Department of Tourism sees an industry at risk, they aren't willing to commission a complete economic
impact study."
In the case of bicycling, he said, "trail use is up. Where they are being built, they are in high demand."
Fortune said the study just completed is a valuable tool, albeit an incomplete and dated one. If anything, he said, the old numbers used to estimate the economic impact of bicycling are low. "I think its way understated. The impact on tourism is significantly larger," he said.
Fortune said better numbers are needed "so we
are better able to justify our case" to tourism and transportation officials as well as legislators.
The document speaks in a language lawmakers can understand; it not only details the economic heft of bicyclists, it hints at their potential political power.
Highlights of the study:
Bicycling is a form of recreation for 48 percent of Wisconsin adults; mountain biking is enjoyed by 21 percent.
In 2001, Wisconsinites took 88.9 million bicycle trips, 3.9 million of which were to and from the workplace.
Bicycles are manufactured in Wisconsin by Trek and Waterford. Saris Cycling Group, MadRax and Rudy Rack produce bicycle racks here. Hayes Disc Brakes and Mt. Borah Designs make brakes and clothing, respectively, among other products.
Wisconsin-based distributors of bike parts and accessories include Planet Bike, Olympic Supply. Pacific Cycle of Madison is the largest
distributor of bicycles (GT, Mongoose, Schwinn, ect.) in the country.
Wisconsin is home to more than 270 independently owned bicycle retail outlets, and many of those offer repair services.
The bicycling industry generates nearly $108.5 million in annual wages and other income for employees and owners.
It is reasonable and conservative to estimate that bicycling contributed 3 to 4 percent (or $208-$278 million) to the $11.7 billion spent on tourism in Wisconsin in 2003.
Property along bike trails sell for more and sell faster than similar property not on a trail.
Wisconsin has more than 1,000 miles of trails on former railroad right-of-ways. The DNR manages 37 trails totaling 1,607 miles, and another 800 miles of trails are locally managed. Yet the demand for funding of bicycle and pedestrian trails far exceeds available funds.
In 1996, 22,630 mountain bikers rode Chequamegon area trails. In 1997, mountain biking provided that area with
an economic benefit of $1.4 million (in 2004 dollars) and 35 jobs. These figures do not count the thousands of bikers who came for the Chequamegon Fat Tire Festival in those years.
The state receives an estimated $650,000 a year in state trail pass fees from people riding bicycles in the state park system.
Lodging and food expenditures are difficult to calculate, but studies along specific bicycle trails in 1994 and 2000 estimated that each trail visitor spent between $26 and
$49 per day.
The BFW maintained a list of 57 one-day bicycle tours in 2004. One of those races, the popular Horribly Hilly Hundreds, is expected to take in $40,000 in entry fees and generate another $100,000 in spending in the Mt.Horeb-Blue Mounds area this coming June.
There were 22 multiple-day supported bicycle tours in Wisconsin last year that also generated significant revenue. The largest, the Great Annual Bicycle Adventure Along the Wisconsin River (GRABAAWR) and
Sprocket's Annual Great Bicycle Ride Across Wisconsin (SAGBRAW), had 1,104 riders from 41 states and Canada in 2004. According to Bike Wisconsin, the operator of both tours, the combined economic impact was between $3.7 million and $6.2 million with each rider spending $57 to $60 a day.
Other multi-day rides: The AIDS Network ACT II ride with 110 riders had a $342,400 direct economic impact; The Northwoods Tour, 352 riders, generated 191,610; Europe in Your Backyard, with just 40
participants, produced $47,860 in spending.
Similar breakdowns are offered for several bicycle races and series in 2004: Bicycling events at the summer and winter Badger State Games, $393,000; Ironman Wisconsin, $2 million; Wisconsin Off-Road Series, $1.35 million; NCAA Road Cycling Championships, $500,000.
Bicycle racers spend between $15 and $150 per race outside of entry fees for a possible total of $1.9 million in incidental expenses.
The study and its sources for the information cited here are available at www.bfw.org. |
