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BUSINESS TOOLKIT GETTING YOUR BUSINESS READY FOR THE TOUR DE YORKSHIRE 2018


4 TOUR DE YORKSHIRE IN NUMBERS 7 THE GRANDEST GRAND DÉPART 8 GET TO KNOW THE FACTS 9 BRANDING 10 GET ONLINE 11 CYCLE TOURISM IS GROWING 12 RACE READY 12 TALK TO YOUR STAFF 12 TALK TO YOUR CUSTOMERS 13 SHOUT ABOUT YOURSELF 14 CUSTOMER SERVICE 15 WORKING TOGETHER 16 DRESS TO IMPRESS 17 INTERNATIONAL THINKING 19 BE PREPARED 20 YORKSHIRE BANK BIKE LIBRARIES 21 STAGE MAPS 27 WHEN YORKSHIRE TURNED YELLOW 29 WELCOME TO YORKSHIRE CONTACTS 30 LOCAL AUTHORITY CONTACTS


Race start

Race finish

Start town

Finish town 10 km


SINCE THE TOUR DE YORKSHIRE WAS LAUNCHED IN 2015 IT HAS GROWN YEAR ON YEAR AND IS NOW REGARDED AS ONE OF THE BIGGEST AND BEST SUPPORTED RACES IN THE SPORT.

THE TOUR DE YORKSHIRE AMAZING COVERAGE The race was televised in 180 countries and watched by some 9.7 million global TV viewers across Eurosport and ITV4. 34 global broadcasters covered the action, up from 22 in 2016 and there were over 140 hours of TV coverage shown, up 178% on 2015 according to an independent survey by Nielson Sport 2017. The 2017 Tour de Yorkshire boosted the economy by almost £64 million, and the race weekend from 28-30 April saw a record 2.2 million spectators line the route and spend 8% more than last year. Accommodation spend was up 6.5% year on year and nonaccommodation items such as food and drink, souvenirs and transport was up by 9%. Sir Gary Verity, Chief Executive of Welcome to Yorkshire, said: “This is marvellous news for Yorkshire and the public support this year was truly overwhelming.

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“People have really taken the Tour de Yorkshire to their hearts and we’re working hard to get it extended to four days in 2018 so we can to bring it to more parts of the county and generate even greater benefits.” This year’s race attracted a stellar field and Welcome to Yorkshire are confident of enticing more big names for the next two editions as the world’s best riders look to visit the county in preparation for the 2019 UCI Road World Championships. The word is already out on the unprecedented reception the riders receive when they compete in Yorkshire, and 2017 winner Serge Pauwels said: “I’ve cycled all around the world and my favourite three crowds are for the Classics in Belgium, those in the Basque Country, and here in Yorkshire. “Over the winter my team wanted me to take part in the Tour de Romandie to warm up for the Tour de France but I said no, I want to do the Tour of Yorkshire.”


THE RACE

MEDIA

2.2M

180

490KM

549

252

296M

PRIZE

536M

36

9.7M

2.2 MILLION SPECTATORS ROADSIDE

490KM OF YORKSHIRE’S FINEST ROADS AND SCENERY

252 WORLD CLASS MEN AND WOMEN RIDERS

ONE OF THE MOST LUCRATIVE RACES IN WOMEN’S CYCLING

36 TOP TEAMS FROM AROUND THE WORLD

180 GLOBAL TERRITORIES BROADCAST THE RACE LIVE

549 GLOBAL BROADCASTERS

296 MILLION PRINT REACH

536 MILLION BROADCAST REACH

9.7 MILLION GLOBAL TV VIEWERS ACROSS EUROSPORT AND ITV4


ENGAGEMENT

702,000

110.3M 7M 3.06M 158

702,000 FILM VIEWS

110.3 MILLION TWITTER REACH

3.06 MILLION PAGE VIEWS ON LETOURYORKSHIRE.COM IN THE MONTH OF THE RACE

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7 MILLION FACEBOOK REACH

158 COUNTRIES VISITED THE WEBSITE


IN 2014, YORKSHIRE SUCCESSFULLY HOSTED THE GRANDEST GRAND DÉPART OF THE TOUR DE FRANCE, WITH OVER 4 MILLION ROADSIDE VIEWERS AND A GLOBAL AUDIENCE OF MILLIONS IN 190 COUNTRIES.

THE GRANDEST GRAND DEPART GRAND DÉPART MEDIA COVERAGE Media coverage was overwhelmingly positive and at record levels for a Grand Départ of the Tour de France. Regionally, nationally and internationally coverage centred on the unprecedented crowd numbers, the landscapes and the way Yorkshire embraced the arrival of the Tour de France. Over the period from 1 January 2013 to 31 August 2014* it is estimated that £330m of free publicity for the event was generated from tens of thousands of articles and news items. INTERNATIONAL CYCLING Due to the overwhelming success of the event and the positive economic and social benefits generated, Welcome to Yorkshire and Amaury Sports Organisation (A.S.O.) supported by British Cycling have created a strong, long lasting race on the international elite calendar that contributes to the cycling legacy for Yorkshire.

* the time period is the same as that measured by TfL in its analysis of the 2007 Grand Départ. The figures exclude all race weekend broadcast coverage of the event (television and radio) and all international race weekend coverage of the event.


Register and follow •  Sign up to the Tour de Yorkshire enewsletter Allez Yorkshire on letouryorkshire.com/email-updates to keep informed of all the latest updates •  Go to letouryorkshire.com/news to find out what’s happening •  Follow us on social media Twitter @letouryorkshire, Facebook @LeTourYorkshire and Instagram @letouryorkshire and include #TDY

Attend a Tour de Yorkshire Roadshow •  Businesses across Yorkshire are being invited to a series of Tour de Yorkshire roadshows as the county gears up to host the major international cycle race. •  This roadshow, delivered by Welcome to Yorkshire, is a great opportunity to come along and find out more about what is happening in your local area and across the region during the Tour. •  The session will include a short presentation, detailed information of the route, advice on how to make the most of this world-class event and a Q&A opportunity. They will also give advice around brand guidelines and how your business and community can make the most of the opportunity. Go to Eventbrite and book yourself onto your nearest roadshow.

TIP 1 GET TO KNOW THE FACTS

Talk to your council Your local council will also be able to provide further, more localised Tour de Yorkshire information. Please go to the back page for a list of contacts.

Become a member of Welcome to Yorkshire Welcome to Yorkshire is a national success story that has transformed UK tourism since launching in 2009. As the county’s official destination management organisation (DMO), our role is to promote Yorkshire as the number one business and leisure destination in the UK. We are succeeding in that aim. Internationally acclaimed marketing campaigns, an award-winning website and an industry leading communications team have given Yorkshire an unprecedented national and international presence. Our membership scheme offers you and your business the opportunity to benefit and be part of this success. We are now working with thousands of businesses across Yorkshire who have joined our big ambition to connect with each other and support our collective mission of creating world class campaigns that result in extraordinarily successful visitor numbers. Contact our membership team membership@yorkshire.com or go to industry.yorkshire.com for more information.


The use of the Tour de Yorkshire logo is only permitted with the prior written approval of the Amaury Sport Organisation/Welcome to Yorkshire. Logos are only permitted to be used by official partners, sponsors, suppliers of A.S.O. and the event. You cannot use the official Tour de Yorkshire logo in any way. This means the logo cannot be used for example by other businesses and organisations, either through unlawful use of the logos or otherwise cannot falsely represent any official association to the Tour de Yorkshire.

Yorkshire Loves le Tour There is however, the Yorkshire loves le Tour logo for Welcome to Yorkshire members to use. This can be used on all forms of communication including advertising, print, press, online and social media activity. All Tour de Yorkshire activity must be approved by Danielle Ramsey, at Welcome to Yorkshire. You can email dramsey@yorkshire.com all artwork and proofs for approval.

Editorial You can mention the Tour de Yorkshire in a factual/ editorial context. We advise that the following wording “Yorkshire’s biggest bike race” be used when describing any events, you may wish to hold that are not official Tour de Yorkshire events.

TIP 2 KNOW ABOUT BRANDING 09


TIP 3 GET ONLINE Website

Social Media

The world’s eyes will be on Yorkshire during the run-up to the Tour de Yorkshire. Making sure that your website is user friendly will improve your chances of taking bookings and reaching a wider audience.

Use Social Media to highlight all that your business is doing around the Tour de Yorkshire. Make sure you are using the correct hashtag - #TDY - and make sure your content is varied and is not just a constant sales message.

Think about the audience that might be visiting your site and make sure it will answer any questions they might have. If you are cycle friendly make sure that your website highlights this. On top of this, there is likely to be an increase in international traffic to your website too so you might want to think about having a multi-lingual site. Google Translate have a really simple, free plugin that you can install on your website that will make your site available in lots of different languages. Also, if you are having themed packages or events around the 4 days of the Tour de Yorkshire, make sure these are listed on your site and, most importantly, easy to find.

For instance, you might want to share some images that you have taken of the surrounding area – pictures are always popular with consumers and, on Facebook in particular, really stand out in a user’s timeline. Work together with other local businesses and councils and with your local community to spread the word online about what is going on that will be of interest to potential visitors. So if you are an accommodation provider you might want to share special events that are going on in your area around the Tour de Yorkshire. Showcase Yorkshire-themed menus from local restaurants or good cycling routes near to your property. If you show, through your social media, that the location of your business is a real hive of activity for the Tour de Yorkshire, then you will attract more people to your business. Make sure you engage with the Tour de Yorkshire @letouryorkshire and #TDY on twitter and letouryorkshire on Facebook and Instagram so you can keep on top of any major announcements relating to the Tour de Yorkshire.


WITH THE TOUR DE YORKSHIRE NOW IN ITS FOURTH YEAR YORKSHIRE IS WELL AND TRULY IN THE SPOTLIGHT AS BEING THE HOME TO CYCLING AND IS ATTRACTING MORE CYCLISTS THAN EVER TO THE RACE AND TO CYCLE IN THE COUNTY.

TIP 4 CYCLE TOURISM IS GROWING Cycling Charter We are encouraging businesses to reach out to cyclists, make sure you give them every reason to recommend Yorkshire and to return. If you are a member of Welcome to Yorkshire and you offer a warm, friendly and practical welcome to cyclists, then download the relevant charter from industry.yorkshire.com/become-a-member/ yorkshire-welcomes-cyclists, check yourself against the criteria and if you can meet all of the points, then please return the charter to: Yorkshire Welcomes Cyclists, Welcome to Yorkshire, Dry Sand Foundry, Foundry Square, Holbeck, Leeds, LS11 5DL or email info@yorkshire.com and we will send you your window sticker and email you a logo you can use to promote your business.

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THE TOUR DE YORKSHIRE IS EXPECTED TO GENERATE OVER TWO MILLION ROADSIDE SPECTATORS OVER THE FOUR DAYS. THIS WILL BRING WITH IT PLENTY OF OPPORTUNITIES TO GENERATE REVENUE FOR MANY BUSINESSES ACROSS YORKSHIRE.

Talk to your staff •  Newsletters Circulate the Allez Yorkshire newsletters around your team or print a copy and put it on your staff notice board. • Team Meetings Host meetings and include Tour de Yorkshire on the agenda, so that all staff are aware of the Tour de Yorkshire. • T  our de Yorkshire Champion One person can take responsibility for being the champion so other staff members know who to come to for information.

Talk to your customers Plan what you want tell your customers and have a list of the key points for staff, which might be: •  How far away the Tour de Yorkshire passes from your business •  What your opening days / times will be during the Tour de Yorkshire • Where they can find out more information

E-shots If you are sending regular emails out to your database you can include some factual information about the Tour de Yorkshire on here as a secondary message. Promote what else guests and customers can do in the area. If you are an accommodation provider you may be able to get extend their stay, if they are made aware of an event happening later in the week. You could also use what is happening in your area to encourage people to come back to you via your e-newsletter and advertising. Why not promote a special offer to encourage people to return after the Tour de Yorkshire.

TIP 5 BE RACE READY

Promotion Link back from your website to letouryorkshire.com to make sure your visitors can access relevant, up to date information on the race. Collect official Tour de Yorkshire spectator guides, car stickers and posters from your local Tour de Yorkshire Roadshow and offer these to your customers. Or create your own posters and leaflets (within the Tour de Yorkshire guidelines) to remind customers of your opening hours etc. during the Tour de Yorkshire weekend. Advertising your next events locally to give people a reason to return later in the year. 12


TIP 6 SHOUT ABOUT YOURSELF The Tour de Yorkshire will generate a huge amount of media attention.

Then, importantly, introduce a quote. Use the standard journalistic style which is set out below.

Top tips for writing a press release

Quote Full name and position: John Smith, museum director, said: Make the quote emotive and interesting. Try to avoid offering bland, obvious quotes. Keep the sentences short to makes it easier for the journalist to sub if necessary. Where possible offer a second quote (usually of endorsement) from a third party such as the local MP, a national body or Welcome to Yorkshire, as this gives credibility to the story.

• Do not overtly promote the product. Remember a press release is a news story not an advert • We suggest press releases are kept to one side of A4 • One of the most common problems is that the story is not strong enough for a press release, so think carefully and be honest with yourself – is the story worthy of a press release? • Another common problem is that press releases can be boring and long winded • Use everyday language and avoid any industry jargon. • Nothing frustrates a journalist more than not being able to get hold of someone to discuss the press release with, so it should finish with a name, position, email, land line and mobile

Format of a good press release Headline Punchy, attractive and short - around six words is ideal, such as: Royal wedding is a blessing for local church. Intro Always put the story in the top line - make the intro short and snappy, and tell the entire story in 20-30 words. Phrase in such a way that the reader will want to read on and find out more. Body Go into more detail with key information such as headline figures and timescales etc.

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More detail Add more detail about what has led to the news item, what it includes and if necessary more background. Sum up If appropriate, end with website and contact details, i.e. To find out more information visit www.website.com or call phone number


TIP 7 CUSTOMER SERVICE Most businesses offer good customer service. The Tour de Yorkshire is an excellent way to showcase your product or service to a large audience. By focusing on the customer service you offer will not only mean you can delight people buying from you in 2018, it also means they’re more likely to recommend you to their friends, and to return and buy from you again in the future. What can you do to make it great and help people leave with fantastic memories? •  Provide your team with the resources necessary to answer customer queries effectively. This could range from bus timetables to explaining the village fête happening in 2 days’ time. •  Encourage and gather feedback. Listen to what your customers have to say and act on it! •  Encourage your staff to be your customers’ problem solvers and to go the extra mile to make their day run smoothly. •  Be proactive – anticipate your guests’ needs before they ask you. •  Invest in your staff and look into enrolling them into external customer service courses. Think of your business from the customer’s point of view and think of ways that you can enhance their experience. The smallest attention to detail may make a huge difference. Other creative ways you can delight your customers, include: •  Allowing guests to pre-order food deliveries prior to their arrival if using self-catering accommodation. •  Training a few key members of staff on puncture repairs and/ or offer a complimentary bike cleaning service. •  Provide your customers with a simple cycling related gift.


TIP 8 WORK AS ONE WORKING TOGETHER AS A BUSINESS COLLECTIVE OR AS A GROUP/ COMMUNITY CAN ENCOURAGE EVERYONE TO AIM FOR THE SAME GOAL AND YIELD FAR GREATER RESULTS. HOW WILL YOUR TOWN OR VILLAGE ENCOURAGE SPECTATORS TO WATCH THE RACE WITH YOU, SPENDING MONEY IN YOUR BUSINESS? 15

•  Are there complementary businesses/events nearby that could enhance your own to provide a superior package for your customers? For example: - Could you supply bike maintenance/hire for nearby hotels that cater for cyclists? - Could you offer evening meals/packed lunches for nearby accommodation that cannot offer their own, such as local campsites? •  Introduce a local loyalty scheme. This doesn’t necessarily have to be offering a discount. Think of an incentive that could be unique to your business. •  Don’t forget to talk to your local council and Welcome to Yorkshire to tell them what you are doing and tagging us into any posts on social media or by using #TDY. •  Get involved and work with local tourism and business groups in your area. Support your local groups and feedback ideas for possible ways to increase tourism in your area.


•  You can achieve economies of scale by promoting your business in partnership with others and your message will have far greater reach if several of you are promoting it. •  The Tour de Yorkshire sees new visitors to the county, a lot of these first time visitors – you can make it easy for people to plan their first holiday here by working with other businesses to promote your town or village as a whole to them. •  Don’t over charge! There will be a greater demand for accommodation during the Tour de Yorkshire and tourists may be willing to pay high prices. However, visitors may not return or recommend Yorkshire if they feel they have not received value for money and you may receive negative feedback and reviews.

Land Art After a hugely successful launch in 2016, the Tour de Yorkshire Land Art Competition is BACK for 2018 and is a great way for businesses, landowners, farmers, schools, community groups - and anyone else with a creative spark - to get involved! Last year hundreds of pieces popped up in fields, playgrounds, market squares and car parks along the race route, and every one of them complemented the action brilliantly with their bursts of colour and creativity. To find how to get involved go to letouryorkshire.com/landart Dress to impress Make sure your business, community, village or town are looking their best as every stage of the Tour de Yorkshire is televised in 180 countries and watched by some 9.7 million global TV viewers across Eurosport and ITV4. Bunting, bikes and anything yellow and blue will help your community look its best on the day welcoming visitors and the peloton to Yorkshire.

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THE TOUR DE YORKSHIRE IS AN INTERNATIONAL CYCLE RACE AND WILL ATTRACT MANY VISITORS FROM OVERSEAS. THE TOUR DE FRANCE ATTRACTED VISITORS FROM THE USA, AUSTRALIA AND A HOST OF EUROPEAN COUNTRIES SUCH AS FRANCE, GERMANY, SPAIN, THE NETHERLANDS AND ITALY. YOUR BUSINESS MAY HAVE THE OPPORTUNITY TO WELCOME MORE INTERNATIONAL VISITORS THAN IN AN AVERAGE YEAR.

TIP 9 INTERNATIONAL THINKING Learn foreign phrases

Food expectations

•  You and your team may benefit from learning a few simple sentences in different languages, including: - Welcome/Welcome to - Hello/Goodbye - How are you?

•  Although international guests will come to Yorkshire to experience our traditional English food, it may be good for cafés, restaurants and bars to also offer international food options.

•  Why not make your webpage internationally friendly by displaying your information in different languages? •  You could use the services of translators and language teachers to have your promotional literature translated or hire someone for a few hours to help train your staff in some key phrases. Go to http://industry.yorkshire.com to find out more.

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•  Why not host some internationally themed food days/nights to get in the Tour de Yorkshire spirit? Choose a country and decorate your café, bar or restaurant, then serve the traditional food from that country, play music and get dressed up.

Make international visitors feel at home •  International guests are less likely to be familiar with the local towns, cities and roads in Yorkshire. On your business’s website, leaflets etc. make sure good, clear directions are available for international guests with distances in kilometres as well as miles.


•  Although some international guests will be able to speak English fluently, others may not. It could be useful if there were some staff that could speak the basics of different languages.

Accommodating international guests •  Have universal chargers available for international guests to borrow. •  Why not produce your own town guide, which would make international guests feel excited about visiting the area? You could focus on the local attractions which would mean the most to visitors from overseas. •  Offer your international guests ways to pay in their own currency.

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THERE WILL BE ROLLING ROAD CLOSURES OF AROUND AN HOUR IN OPERATION DURING THE TOUR DE YORKSHIRE STARTS AND FINISHES AND SOME OF THE KEY TOWNS ON THE ROUTE MAY BE ON A LONGER ‘LOCK-DOWN’. CONTACT YOUR LOCAL COUNCIL (DETAILS AT BACK OF THIS BOOKLET) TO FIND OUT ABOUT THE TRANSPORT PLANS AND ENSURE THAT THE PLANS YOUR BUSINESS MAKES FIT IN WITH THESE.

MAKE THE TOUR WORK FOR YOUR BUSINESS Things to consider How will you get customers in and out – will you need to change opening hours / start times? How will you get your employees in and out? Will you need extra staff to be working during the Tour de Yorkshire and if so how will you manage this? Will you need to increase orders and deliveries to cater for greater numbers or to deal with the disruption of road closures? Do you know when the anticipated surges in interest around the Tour de Yorkshire are likely to be? If you’re going to offer a specific package, have you worked out all the details of what you want to offer? Is there a minimum spend or booking period? What will customers get for their money? How does what you’re offering compare with the competition’s packages? Look at upselling/increasing your sales. For example - some visitors will leave early in the morning during the Tour de Yorkshire to stake out their favourite area by the road side. If you offer breakfasts open early, or at least offer a cold breakfast that can be pre-ordered the day before. When spectators take their place by the roadside they may not want to move away from it. Takeaway lunches/picnics will be very popular if there is nowhere to eat close by.

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YORKSHIRE BANK BIKE LIBRARIES INITIATIVE IS THE FLAGSHIP INITIATIVE COMMITTED TO THE AMBITIOUS AIM OF GIVING EVERY CHILD IN YORKSHIRE ACCESS TO A BIKE.

YORKSHIRE BANK BIKE LIBRARIES What is a bike library? The concept of a Bike Library is simple - a location or mobile unit with a fleet of bikes which are available to loan, free of charge by children who wouldn’t normally have access to a bike. Bikes are donated by the public to the bike library and trained mechanics repair them to working order. These bikes can be used to partake in a range of activities to promote healthy living, social inclusion and to have fun! The story so far In just over three years, more than 50,000 chances to ride a bike have been offered to children and over 5,500 bikes have been donated through the scheme. So far more than 50 bike libraries and 60 donation stations have also been set up around the county. How can you help? The new Bike Library scheme has an ambition to give every child in our county access to a bike. We are asking the people of Yorkshire to donate their unloved and unwanted bikes at a Donation Station. Even if they are broken or a little worse for wear, we will repair and recycle all the bikes you donate, helping them to find a new home in the community. Hold a donation amnesty day Encourage employees to bring their old bikes to work. We will help promote the event and even bring Brian our bike library van to collect all the bikes. Where to donate Donation stations will be popping up all over Yorkshire for full details of your local drop off point visit www.bikelibraries.co.uk/donation-stations For further information go to www.bikelibraries.co.uk

BikeLibraries 20


STAGE 1

ARTS AND CULTURE • Thursday 3 May - 182 km

Beverley > Doncaster


STAGE 2

YORKSHIRE HERITAGE • Friday 4 May - 149 km

Barnsley > Ilkley


STAGE 3

MARKET TOWNS • Saturday 5 May - 184 km

Richmond > Scarborough


STAGE 4

YORKSHIRE TERRIER • Sunday 6 May - 189.5km

Halifax > Leeds


Women’s race

STAGE 1

ARTS AND CULTURE • Thursday 3 May - 132.5 km

Beverley > Doncaster


Women’s race

STAGE 2

YORKSHIRE HERITAGE • Friday 4 May - 124 km

Barnsley > Ilkley


THE TOUR DE YORKSHIRE IS A FANTASTIC OPPORTUNITY FOR BUSINESSES TO TAP INTO A NEW MARKET, DEVELOP THEIR EXISTING OFFER FOR CYCLISTS OR SIMPLY CELEBRATE SUCH A MOMENTOUS EVENT COMING TO OUR COUNTY. HERE ARE SOME GREAT EXAMPLES OF HOW YORKSHIRE BUSINESSES CELEBRATED AND TOOK ADVANTAGE OF THIS FANTASTIC EVENT. HERE YOU CAN GET SOME IDEAS OF HOW YOUR BUSINESS COULD MAKE THE MOST OF THE TOUR DE YORKSHIRE.

WHEN YORKSHIRE TURNED YELLOW Restaurants, pubs, cafés & bars

Accommodation

Angelica/Crafthouse, Leeds These city centre restaurants created themed menus throughout June and July and also created a Tour de D&D to take in their restaurants on the route of the Tour de France. www.angelica-restaurant.com

Stonehouse Hotel, Wensleydale After the announcement that the Tour de France was coming to Yorkshire, this small hotel in the Yorkshire dales added a Bike Barn for visitors to maintain their bikes along with a drying room and equipment washing facilities. www.stonehousehotel.co.uk

En Route Café, Holmfirth With a cycling background the owners of this café were spurred on to set up this cycle friendly café on the route of the Grand Départ of the Tour de France- a cycle route that will be sure to be used for years to come. www.yorkshire.com/view/food-drink/ holmfirth/en-route-cafe-1537045 Filmore & Union York, Leeds, Wetherby, Harrogate & Skipton This Yorkshire based healthy eating café and restaurant chain launched a product range specifically for cyclists which included energy bars and smoothies and also offered free water refills and puncture repair kits. www.filmoreandunion.com Bank View Café, Langsett This local café painted itself in red and white polka dots to mark the occasion and celebrate the Tour de France coming to Yorkshire. www.bankviewcafe.co.uk Yorks Tea Rooms, Thirsk This cosy tea room in North Yorkshire adapted their café to be cycling friendly with cycle locks, repair kits and energy bars and decorated the café with bunting, a dedicated cycling jersey wall, a Tour de France countdown clock and leader board. www.yorkshire.com/view/food-drink/thirsk/ yorks-of-thirsk-1435701 Many pubs along the route of the Tour de France opened their doors to the cycling community by offering puncture repair kits, take out lunches, free water refills, energy bars and bike locking facilities.

Carr House Farm, Ampleforth Anna Lupton from Carr House Farm was one of the first businesses to act on the news that the Tour de France was coming to Yorkshire- within a short time of the announcement her accommodation was well equipped with bikes for guests to use for free, cycle storage, puncture repair kits and energy bars for cyclists. www.carrhousefarm.co.uk Sheffield Metropolitan Hotel As Sheffield saw the finish of Stage 2 of the Tour de France, Sheffield Metropolitan Hotel took the opportunity to make the most out of the event by providing cycle packages, cycle storage and selling energy drinks. www.bespokehotels.com/ sheffieldmet

Communities united The Tour de France saw communities throughout Yorkshire united together with bunting, street parties, planting schemes and a sense of true pride rippling through the towns and villages.

Food producers Brymor Ice Cream, Masham On their site in Masham they set up a pop-up camp site which saw hundreds of cycling fans roll up to see the Grand Départ of the Tour de France 2014. They also made their very own limited edition ice cream which was a best seller. www.abmoore.co.uk


Little Valley Brewery, Hebden Bridge Sue and Wim at Little Valley Brewery created a new beer to celebrate the Tour de France Stage Winner was one of the breweries’ best-selling beers last summer. www.littlevalleybrewery.co.uk

Ripon Bike Trail In order to get visitors exploring Ripon and the Market Square, a free bike trail was set up to spot all the lovely yellow bikes. www.yorkshiretrails.co.uk/riponbiketrail/4584326413

Cryer and Stott Cheesemongers This Yorkshire family-run company set off on a journey of The Grand Fromage Depart to source cheesestravelling through the villages and towns of France which had synergies to Yorkshire (starting in Lille which is twinned with Leeds). www.cryerandstott.co.uk

Wensleydale creamery This popular creamery and tourist attraction in the Yorkshire Dales branded silage bales in white wrap and large cheese labels to look like their famous Yorkshire Wensleydale cheese truckles - as well as selling cycling related merchandise and catering for cyclists visiting the attraction. They also sold themed waxed cheese truckles – Yorkshire Wensleydale & Cranberries with a polka dot themed label and Yorkshire Wensleydale cheese in a yellow themed cycle label. www.wensleydale.co.uk

Cycle related businesses Ride25 Ride25 was set up from scratch as a direct result of the Tour de France coming to Yorkshire, the increase in interest in cycling allowed this business to offer cycle tours and trips. www.ride25.com Dales Bike Centre This popular stop off for cyclists embraced the weekend of the Tour de France with a camping festival, big screens to watch live cycling, music, food & drink and films for kids. www.dalesbikecentre.co.uk Cycling clubs were a key part of the Tour de France with clubs such as Ilkley Cycling Club getting involved with schools and the community as well as organising club rides of the route itself and rides for visitors. www.ilkleycyclingclub.org.uk

Arts & Culture With the Yorkshire Festival building up in the 100 days prior to the Tour de France many arts based organisations were inspired to create sculptures, artwork, music and dance. With 9 helicopters following the race- Pennine Prospects took the opportunity to create a trail of land-art installations along the route of the race as it passed through the uplands of the South Pennines. The ambitious Fields of Vision project comprised 12 field-scale artworks created by a unique partnership between farmers and artists. www.pennineprospects.co.uk/projectsprogrammes/fields-of-vision

Leisure activities and attractions Yorkshire Trike Tours Specialising in taking in the scenery of the Yorkshire Dales on a Trike- this new business adapted their tour routes to take in the breath-taking views of Stage One of the Tour de France in Yorkshire. www.yorkshiretriketours.co.uk

Think International For the Tour de France many businesses saw an increase in overseas visitors and adapted to their needs by offering menus and websites in other languages and accepting other currencies.


STAGE ONE 3 MAY BEVERLEY TO DONCASTER STAGE TWO 4 MAY BARNSLEY TO ILKLEY STAGE THREE 5 MAY RICHMOND TO SCARBOROUGH STAGE FOUR 6 MAY HALIFAX TO LEEDS USEFUL LINKS YORKSHIRE.COM YORKSHIRE.COM/TDYRESOURCES LETOURYORKSHIRE.COM/ROADSHOWS YORKSHIRE.COM/GDIMAGES LETOURYORKSHIRE.COM

GET IN TOUCH Welcome to Yorkshire Contacts Claudine Shaw Head of Business Operations T: 0113 322 3534 M: 07769 257 383 E: cshaw@yorkshire.com

Danielle Ramsey Marketing Manager T: 0113 322 3547 M: 07738 854 463 E: dramsey@yorkshire.com

Laura Kirk Head of Membership T: 0113 322 3569 M: 07554 421 019 E: lkirk@yorkshire.com

Tom Ashurst Digital Marketing Manager T: 0113 322 3540 M: 07921 386 242 E: tashurst@yorkshire.com

Nick Howes Head of Sports Media T: 0113 322 3505 M: 07590 964 828 E: nhowes@yorkshire.com

Rachel Davies Yorkshire Bank Bike Libraries Project Manager M: 07833 466 033 E: rdavies@yorkshire.com

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Local Authority Tour de Yorkshire Contacts Barnsley Metropolitan Borough Council T: 01226 770770 E: tourdeyorkshire@barnsley.gov.uk

Leeds City Council T: 0113 3760414 E: cycling@leeds.gov.uk W: www.leeds.gov.uk/granddepartleeds

Bradford Metropolitan District Council T: 01274 432111 E: tourdeyorkshire@bradford.gov.uk

North York Moors National Park Authority T: 01439 772700 E: general@northyorkmoors.org.uk

Calderdale Metropolitan Borough Council T: 0845 245 6000 W: www.visitcalderdale.com

North Yorkshire County Council T: 0845 8727374 E: customer.service@northyorks.gov.uk

City of York Council T: 01904 551550 E: tour@york.gov.uk Craven District Council T: 01756 700600 E: customercontact@cravendc.gov.uk Doncaster Metropolitan Borough Council T: 01302 736000 E: events@doncaster.gov.uk East Riding of Yorkshire Council T: 01482 887700 E: andy.gray@vhey.co.uk Hambleton District Council T: 01609 779977 E: consultations@hambleton.gov.uk

Richmondshire District Council T: 01748 829100 E: enquiries@richmondshire.gov.uk Rotherham Metropolitan Borough Council T: 01709 382121 E: events@rotherham.gov.uk Ryedale District Council T: 01653 600666 E: tourism@ryedale.gov.uk Scarborough Borough Council T: 01723 232323 E: tourismbureau@scarborough.gov.uk Selby District Council T: 01757 705101 E: communications@selby.gov.uk

Sheffield City Council Harrogate Borough Council T: 0114 2734567 T: 01423 500600 E: customerservices@sheffield.gov.uk E: customerservices@harrogate.gov.uk Wakefield Council Hull City Council T: 0845 8506506 T: 01482 300301 E: festivalsandevents@wakefield.gov.uk E: Hull.Events@hullcc.gov.uk Yorkshire Dales Kirklees Metropolitan Council National Park Authority T: 01484 414888 T: 01969 662910 W: www.kirklees.gov.uk/letour E: info@yorkshiredales.org.uk

letouryorkshire

Tdy business toolkit 2018  
Tdy business toolkit 2018  

SINCE THE TOUR DE YORKSHIRE WAS LAUNCHED IN 2015 IT HAS GROWN YEAR ON YEAR AND IS NOW REGARDED AS ONE OF THE BIGGEST AND BEST SUPPORTED RACE...