THE OPPORTUNITY

BC Hughes was involved in the development of Ride Lake Superior, a bucket list motorcycle-touring route around Lake Superior. This initiative was to develop an iconic road trip by establishing motorcycle touring routes and market ready operators to support this niche experience. In 2017, a spin off project took place with the intention of re-energizing the Lake Superior Circle Tour as a must do auto and RV touring route.

THE PROCESS

The BC Hughes development team was retained to kick start the development of the Lake Superior Circle Tour as an auto and RV driving tour by outlining the product development steps required to develop the route.

The project included research regarding the economic impact of touring route developments and saw the input of bi-national tourism stakeholders surrounding the benefits of the route for their regions and the product development needs along the tour.

THE OUTCOME

The tourism partners around Lake Superior now have a road map to guide the further development of the Lake Superior Circle tour as a driving route with the ability to attract more tourists. A technical report was written documenting the project outcomes and a work plan for developing a best-in-class auto and RV touring route around the lake.