A 10’X20’ billboard has been strategically placed en route to Whistler in an effort to promote Williams Lake, and area, as a premiere mountain biking destination. The billboard, which will remain in place for the majority of the summer, is the result of a partnership between the City of Williams Lake, Cariboo Regional District (CRD), the Cariboo Mountain Biking Consortium and the Northern Development Initiative Trust.
The billboard directs viewers to the www.ridethecariboo.com website. This website showcases the unique trails and mountain biking culture that the Cariboo has to offer.
"The Sea to Sky area has long held the majority of the mountain bike market in British Columbia, and for good reason - they have great riding to offer. But times are changing and the Cariboo offers something unique that mountain bikers are increasingly seeking," says Justin Calof, Cariboo Mountain Biking Consortium Executive Director. "Un-crowded trails, fast, tight and flowy single track and a relaxing mountain bike culture to chill with is what we invite people to experience.”
The promotion of Williams Lake as a mountain bike destination is identified in the City’s Business Expansion and Attraction (BEAS) Strategy. “We were really fortunate to secure that particular location for the billboard as the majority of mountain bikers in British Columbia travel that length of highway each summer on their way to Whistler. Ideally, we will tap into that market and steer people from the lower mainland to all the great mountain biking that we have in the Cariboo,” says Williams Lake Mayor Kerry Cook.
“The Cariboo has long been known in the mountain biking community as a premiere destination and we want to let everyone else know what we have to offer,” says CRD Central Cariboo Co-Chair Joan Sorley. “We take every opportunity to work with our partners to promote the important resource that we have to share.”
The billboard image, which was provided by John Wellburn, captures Cariboo Mountain Bike Consortium sponsored rider James Doerfling along the “Ashtray” near Williams Lake and is sure to grab attention from passing motorists.
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