Innovative Product Planning Design and Development
Marketing Strategy Planning and Delivery
The Challenge
Following the publication of the Strategic Review of Canoeing in Northern Ireland (2002) by Sport Northern Ireland and the Inland Waterways Division of the Department of Culture, Arts and Leisure (DCAL), ORNI was commissioned to deliver a key objective i.e. the development of a series of canoe trails to increase participation in paddlesports from locals and tourists alike.
The Role
Between 2003 – 2013, we undertook the following:
Strategic:
Establishment of a Strategic Delivery Group to ensure a consistent approach to delivery and standards – this included representatives from Sport NI, Northern Ireland Environment Agency, DCAL Inland Waterways, Rivers Agency, Canoe Association of Northern Ireland
Review of international best practice – at the time there were no such canoe trails within UK & Ireland so research extended to US National Parks and French rivers such as the Loire and Dordogne.
Extensive one-to-one and workshop consultation with canoeists and activity providers to ascertain needs, motivations and practical requirements
Development of a standard template for:
Canoe Trail Guides
Canoe Trail Interpretation
Management agreements for access / egress points, campsites and bothies.
Development of a code of practice and safety guidelines for canoe trail participants
Establishment of agreement with Transport NI regarding approach to installation of white-on-brown directional signage
Establishment of CanoeNI.com and ongoing proactive promotion of Northern Ireland’s Canoe Trails
Waterway scoping to assess feasibility for canoe trail development
Identification of relevant project partners / stakeholders
Establishment of Canoe Trail Development Group relevant to each trail – for example for Lough Erne this included Waterways Ireland, Fermanagh District Council, The National Trust, RSPB, key activity providers and the local canoe club
Securing of external funding
Liaison with public landowners and managers to agree and secure management agreements for access / egress points, campsites and bothies
Engagement with activity providers to recruit events, guided trips and canoe hire offering
Design and development of canoe access infrastructure e.g. canoe steps and campsites
Design and production of visitor information i.e. waterproof canoe trail guides, interpretation panels, white-on-brown directional road signage
The Results
Since the launch of the Lough Erne Canoe Trail in 2005, ORNI had lead the development of:
In 2008 the Lough Erne Canoe Trail won the Innovation Category at the UK Waterways Renaissance Awards, run by The Waterways Trust and British Urban Regeneration Association. This was the first time that a project in Northern Ireland had won this award.
The canoe trails have been recognised as international best practice with ORNI facilitating several organisations undertaking learning journeys to inform the development of trails and water recreation within their own jurisdiction e.g. Snowdownia Active, The Great Glen Canoe Trail Partnership, British Waterways, Canal and Rivers Trust, Canoeing Ireland and Tipperary County Council.