ATVOntario president speaks of opportunity at Showcase Almaguin

by Andy Campbell

Sep 26, 2007

SOUTH RIVER – The Almaguin Highlands offer a unique attraction for the all-terrain vehicle (ATV) enthusiast, and an opportunity for area businesses to take advantage of a growing source of tourist dollars.

“About 20,000 ATVs a month are sold in this province,” Andrew Ryeland told an interested audience at Showcase Almaguin on Sept. 20.

Ryeland, president of ATVOntario, Parry Sound-based Bear Claw Tours Inc. and TRAX Georgian Bay Inc., was one of the guest speakers at the Showcase Almaguin economic development conference held at the South River arena.

According to Ryeland, ATVs are outselling snowmobiles in Ontario. The sport offers some advantages over snowmobiling, including a longer season. However, Ryeland was quick to point out that the two are very different sports. The greatest difference is in the speed and distance travelled. While the snowmobiler enjoys long-distance rides, the average ATV rider travels no more than 30 to 40 km a day at an average speed of eight km/h. The ATV rider is looking for natural beauty along with a challenging terrain.

“We probably have the best geography in North America for ATVing,” said Ryeland.
Ryeland also pointed out that the Near North has an added advantage of being convenient to the Greater Toronto Area. He described a satellite map showing development that continues for a distance north of Toronto, then gives way to wilderness.

“We live in that wilderness, and we are less than two hours away from eight million people,” he said.

More importantly, Ryeland pointed out that Almaguin is less than two hours from most of Ontario’s 300,000 ATV owners, who have nowhere to ride at home. He pointed out that these are people accustomed to paying $250 for Leafs tickets, and spending money on trips south in the winter.

“These are not people who don’t have disposable income,” he said.

Ryeland noted that a distinction must be made between recreation and tourism. ATVOntario is concerned with attracting visitors who are willing to pay for private trails, guided tours, etc., and spend additional money in the community.

“We’re not out there to promote recreation, we’re out there to promote tourism,” he said.

Ryeland said that ATV tourism is a product, and promoting it in an area is no different from building a factory. It is bringing a new business that creates jobs and stimulates the local economy. It also presents the same challenges as any other business.

“ATVing is no different from setting up a resort business or a retail business,” said Ryeland. “You have to do your homework.”

This includes developing an organizational structure and a business plan, and working with the community, the local businesses and particularly the naysayers.

“Every time you introduce an industry to an area, you’re going to have detractors,” Ryeland said, emphasizing the importance of working with those people to address their concerns if possible.

Market research is extremely important in building an ATV business. Ryeland pointed out that it is very important not to undervalue the product. Charging less and attracting more people only means more work for the same money. Better to charge a higher price and attract fewer riders.

Ryeland answered a variety of questions, about such issues as underage riders, people riding on roads or tearing through swamps, or getting into sensitive areas. He pointed out that it is more often the locals, rather than the tourists, who are responsible for these things. ATVOntario promotes safe riding on private trails, which is generally what tourists want to do.

As for the environmental impact of the sport, Ryeland noted that his customers spend relatively little time riding, and more of the time looking at things and listening to their guide. An important part of ATV tourism is education.

“There’s a huge uneducated urban mass who don’t know a beaver dam from a birch tree,” said Ryeland.

ATVing has not harmed the wilderness along Ryeland’s 1,000-acre private trail system. He sees more wildlife every year. An important part of maintaining a trail system is preserving the natural surroundings. Trails should stay away from sensitive areas, and the routes should change from year to year, allowing trails to recover. Harmful riding practices are discouraged.

“My bread and butter requires that I bring people to pretty places,” said Ryeland. “I’m not going to screw that up.”