Paul Charman checks out a business pedalling a mix of comfort and rugged scenery.
The Timber Lodge concept revolves around an older comfort-loving demographic who enjoy sipping wine and nibbling pizza while their electric cycles are charged for the next day’s ride.
Over 50s who prefer E-bikes are the backbone of a business providing accommodation to those wishing to ride through the rugged King Country back blocks.
Sitting near the centre point of an 85km trail through the ancient Pureora Forest, the Timber Trail Lodge operates year-round.
The concept revolves around an older comfort-loving demographic who enjoy sipping wine and nibbling pizza, while their electric cycles are charged for the next day’s ride.
Part owner Guy Whitaker
Part owner Guy Whitaker said the 40-bed lodge owed its existence to the Government’s push in 2009 to create Nga Haerenga (New Zealand Cycle Trails).
By 2012 DOC was running presentations to explain the opportunities which would flow from incorporating Pureora in the national trail.
The pitch was that with giant native totara, rimu, matai, miro and kahikatea trees, plus native birdlife, the 78,000ha forest park had everything weekend cycle adventurers could want.
“From that initial meeting I pretty much decided that the need for accommodation was a no-brainer,” said Whitaker – a former deputy mayor of Te Kūiti
The electronics retailer and his wife Nicky got involved with several other shareholders. including Bruce Maunsell and Wellington investors, Dave Bamford and Jeremy Ward. They received some North King Country Development funding for a business plan and began applying for consents.
This turned out to be a lengthy process, not finalised until 2014/2015. Along the way the company received a $1.2 million dollar grant from what turned out to be the last round of the Tourism Growth Partnership Fund.
The design needed to accommodate the realities of such an isolated spot. The lodge was to be entirely off-grid, being powered by solar panels and backup generators. It also needed to be self-sufficient in its water reticulation and sewerage treatment. An intense waste management regime remains.
Building of the facility began in 2016 and the shared ablution wing and main hub were completed in April of the following year. The second wing, comprising staff accommodation and ensuite rooms was completed in late 2017.
Whitaker says it took three years to become profitable, then Covid hit. “We were thinking this is an absolute disaster, but what actually happened in the end was that Covid was actually good for business because everyone couldn’t travel overseas so they looked locally for holidays and leisure activities.
“Within the business, around 90 per cent is drawn from domestic tourists rather than international, and this only helped us. We certainly hope eventually to build up the international side, but that’s still a challenge for the future.
The core clientele are also big fans of the electric bikes
In an effort to boost winter sales the lodge has added a meeting room and begun advertising for corporate retreats.
The operation has its own fleet of vehicles which serve as a shuttle service, fetching and carrying cyclists and their luggage at certain points to maximise the down-hill-run between Pureora village in the north and Ongarue in the south.
A large portion of the clientele is late, middle-aged with disposable income, and the lodge concentrates on pampering them. The core clientele are also big fans of the electric bikes. “Initially only 10 to 20 per cent of the bikes were hired out were E-bikes, now it’s more than 50 per cent.”
Whitaker is certain the lodge has played its part in fulfilling the government’s original vision of creating a cycle trail which helped to boost regional development.
“The majority of staff we employ are local, our maintenance is done by local trades, our food purchased from local providers. When you visit Te Kūiti in summer you see cars with bike racks on the back lined up, as they stop to eat in local restaurants.”
An economic impact report from last year said Timber Trail users exceeded 22,000 a year. On average these people had an average stay of 4-5 nights in the Waitomo District and 3-4 nights in the Ruapehu District. It was estimated in 2023 that the Timber Trail had generated $12-15 million a year.
“Nicky and I have not had a return on our investment yet but is looking positive in the near future. But this project benefits the district as well as the shareholders,” Whitaker said.
The Timber Lodge concept revolves around an older comfort-loving demographic who enjoy sipping wine and nibbling pizza while their electric cycles are charged for the next day’s ride.
