What a Trail Means for Your Business

Recently I had the opportunity to attend a conference completely dedicated to trails, specifically multi-use bike trails such as the Schuylkill River Trail. The conference was sponsored by the Schuylkill River Heritage Area and brought speakers in from different backgrounds, and different regions. The topic of discussion was how a community can thrive based on the traffic generated by a trail. Now that the warm weather is here, it is time to start thinking about generating business from the trail.
The Schuylkill River Trail parallels the Schuylkill River from its headwaters near Pottsville to the confluence with the Delaware River in Philadelphia. Portions of the trail have been completed, others are under construction, and still others have not advanced beyond the planning phase. The trail runs through the heart of the US 422 Corridor, and is in various stages of development. Pottstown is fortunate to play host to the western trailhead. From Pottstown, cyclists can ride on paved and packed gravel paths to Reading (some sections are on-road). The Schuylkill River Trail over its entire length has tens of thousands of users annually, many using the Pottstown segment.
If you operate a business near the trail, it is time you start inviting the trail users to visit your business. If you are looking to expand your business, or relocate, consider trail access as a valuable asset. Here are some tips that you can use to draw more trail users to your business.
BE BIKE FRIENDLY: Remember, your trail using customers will be on their bikes, and will come back if you provide a friendly, positive experience. Include things such as a water fountain, or bottled water to quench their thirst. Relax any dress codes during cycling hours. Allow cyclists to use your bathrooms. These are simple customer relation issues that make the experience very positive for cyclists.
PROVIDE BIKE FRIENDLY AMENITIES: Is there a place to secure a bike while cyclists visit your business? Consider installing a bike rack, renting bike locks, or providing a bike check. If you want people to come off the trail and into your business, they have to leave their bikes. Without a safe and secure place to leave the bike, trail users won’t come in.
PROVIDE OUTSIDE DINING: Part of the appeal to riding on a nice sunny day is enjoy the outdoors. Cycling also builds and appetite, however trail users may not want to sit inside the restaurant in their cycling clothes. Provide an option for outside dining, non-cycling patrons may enjoy the option as well.
KNOW THE AREA: Many of the cyclists coming off the trail to grab a bite to eat, or get a drink to cool off might be visiting your community and business for the first time. Be friendly, and be prepared to provide directions to some of the area attractions. The last thing a cyclist wants is to get lost in a new town.
Don’t be afraid to use the trail as a marketing tool. If you are located near the trail, advertise it with your marketing materials. Cyclists are customers, and customers will only patronize your business if they know how to get there. Use the trail in recruiting employees as well. Provide a bike rack, and if possible, a shower. Encourage your employees to ride to work, make it fun, it will help attract the best and brightest employees.
Having a trail, such as the Schuylkill River Trail, is an asset to any community. Being a bike friendly business will attract trail users right to your front door. If the experience is positive, they will come back time and time again, and bring more of their cycling friends.