Cairngorms Business Partnership – Snow Road Project

The Cairngorms Business Partnership (CBP) have today accepted a funding offer from Scottish Enterprise under the Tourism Destination Development Fund to create a scenic route running through the heart of the Cairngorms National Park.

The £245,000 grant contribution towards this £315,000 project will enable the CBP to develop the “Snow Road’ between, Blairgowrie in Perthshire and Grantown-On-Spey in Highland, into a must do scenic route through the Cairngorms National Park. This already iconic route takes the traveller from the lowlands of Perthshire into the Cairngorm Mountains and over the highest public road in Britain. It takes the visitor through the Devils Elbow, the Mountains around the Glenshee Ski Centre and up into Royal Deeside taking in Braemar, Balmoral & Ballater before heading over the stunning mountain roads to Corgarff, up to the Lecht Ski Centre and on to Tomintoul and Grantown-on-Spey.

The grant, which is being supplemented by the Cairngorms Business Partnership and partners the Cairngorms National Park Authority, will fund a two year project which will create a truly immersive visitor experience using technology to bring the route to life for our visitors and businesses serving those visitors. The project includes funding for a project officer to lead research, collate local stories and legends as well as creating fully immersive Augmented and Virtual reality content to really bring the rich history and heritage of the route to life for the traveller.

Mark Tate, Chief Executive, Cairngorms Business Partnership said “I am really lucky as I get to drive this stunning route through the Cairngorms National Park frequently for both work and pleasure. This really is a beautiful route; the classic car driver, families on a Highland adventure or somebody who wants to take their time and cycle the route will be able to immerse themselves in the stunning landscapes and local culture. We are delighted to have received an award from the Destination Development Fund and working with partners and communities along the route we will create destination which will have a major positive economic impact on communities along the route”

Pete Crane, Head of Visitor Services with Cairngorms National Park Authority added “we have been working to promote this route for a number of years and with funding from the Scottish Government Scenic Routes initiative and support from local landowners and communities we have already commissioned three installations along the route near the Devil’s Elbow in Glenshee, Corgarff and Tomintoul. The installations which have been designed by competition winning architects; John Kenney, Daniel Smith and Philip Zoechbauer, and Angus Ritchie & Daniel Tyler will all be in place by Easter. It is great now to be working with the Cairngorms Business Partnership to take this work forward and create a truly inspiring and immersive scenic route.”

The project will start immediately with the recruitment of a Project Officer who will be based in Ballater, working for the CBP, .

Danny Cusick, Director for Food and Drink, Tourism and Textiles at Scottish Enterprise, said “The Snow Roads initiative is an innovative and exciting project that will exploit new technology to deliver a unique visitor experience in the Cairngorms National Park. Through this project, the Cairngorm Business Partnership will deliver a programme of engagement events and information to give businesses the knowledge and tools to consistently bring this world class destination to life and in turn reap the benefits.

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