A 10 foot by 20 foot 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, the Cariboo Regional District (CRD), the Cariboo Mountain Biking Consortium (CMBC) and the Northern Development Initiative Trust.
The billboard directs viewers to the www.ridethecariboo.com website. The website showcases the unique trails and mountain biking culture that the Cariboo has to offer.
“The Sea to Sky are has long held the majority of the mountain bike market in British Columbia, and for good reason — they have great riding to offer,” said Justin Calof, executive director of the Cariboo Mountain Biking Consortium.
“But times are changing and the Cariboo offers something unique that mountain bikers are increasingly seeking. Uncrowded trails, fast, tight and floy 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 Strategy (BEAS).
“We were really fortunate to secure that particular location for the billboard as the majority of mountain bikers in B.C. travel that length of highway each summer on their way to Whistler,” said mayor Kerry Cook.
“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.”
Joan Sorley, CRD Central Cariboo co-chair, said this is a great opportunity to promote the area.
“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,” Sorley said. “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 CMBC-sponsored rider James Doerfling along the “Ashtray” near Williams Lake and is sure to grab the attention from passing motorists.