Luring business travelers out of their hotels and into the city

With Obihiro's population declining and more shops closing, Mr. Nagata's thoughts align with those of Tokachi City Design, which is considering "What is the city's identity?" and "What are Obihiro's charms that we can be proud of?" and putting ideas into action.

"For me, the city of Obihiro, and by extension Tokachi, is very attractive. After breaking down its charms, the method I chose was centered on the keyword 'horse culture.' These large Ban'ei horses are unique to this part of Japan, and they are preserved through the style of Ban'ei Keiba. I'm not a horse racing enthusiast myself, but I became interested after seeing the wonderful photos of Ban'ei horses taken by a photographer named Shin Yamagishi."

Captivated by the powerful photos that focused on the horses themselves rather than the racing, Mr. Nagata participated in a backstage tour of the racetrack and became convinced that "Ban'ei horses are a treasure that can make Tokachi the number one tourist destination in Japan." The Basha BAR finally started operations in April 2019, bringing his program to fruition. Although he faced hardships, including a long preparatory period due to the spread of COVID-19 at the end of that year, after overcoming various difficulties, the environment is now set for many users to enjoy the experience.

The operating schedule is four days a week: Monday, Tuesday, Friday, and Saturday. There are three rides a day departing from NUPKA at 6:00 PM, 7:00 PM, and 8:00 PM. Of course, non-hotel guests can also use the service. If more people visit Tokachi specifically for the Basha BAR, it will naturally lead to more people staying and dining in Obihiro, creating an economic effect.

"In addition to attracting tourists, we also aim to 'lure business travelers out of their hotels and into the city.' There are many hotels in front of Obihiro Station, and many of them are business travelers. We want to prevent people who work during the day and are free at night from being 'stuck in their hotels because they don't know the city well.' We want them to enjoy the Obihiro nightlife, with Basha BAR as a starting point. The Ministry of Land, Infrastructure, Transport and Tourism's policy on the 'Night-Time Economy' also states that spending nighttime hours meaningfully leads to increased consumption."

You can enjoy the city view outdoors in the night breeze, or have a beer and snacks with good friends on the first floor—there are many ways to enjoy it.

Increasing fans of Tokachi through the joy of travel: "Interaction with local people"

Furthermore, a key feature of Basha BAR is its focus not only on outside visitors but also on local residents.

"After all, it's easiest for local people to ride, isn't it? Even if it's difficult to ride frequently, some people will try it out. If they enjoy it, they might suggest riding the Basha BAR when relatives or business partners visit from out of town. It would be great if people with many social connections used it two or three times a year."

Of course, horse racing fans also visit. The horse currently pulling the Basha BAR is Musashikoma, a former star of Ban'ei Tokachi. Many people say, "I came to Hokkaido to see Koma-chan." Such visitors often become repeat customers who visit Obihiro regularly.

Musashikoma, also known as "Koma-chan." He has a very gentle expression.

"It's a program where you can enjoy delicious craft beer and snacks made from local ingredients while viewing the city from a horse-drawn carriage. But from another perspective, the passengers become the ones being watched by the people of the city. When the carriage passes through the town, everyone points their cameras, and some people wave as they walk by. The 'interaction with local people,' which is one of the joys of a provincial city, makes people fall in love with this town, and some say, 'I will come back to Tokachi again.'"

'Tabi no Hajimari no Beer' (Beer of the Journey's Beginning), made for HOTEL NUPKA guests, is 100% Hokkaido barley. A snack set with two types of Tokachi cheese and Tokachi potatoes can also be enjoyed at the Basha BAR.

Mr. Nagata says he will continue the Basha BAR in the future, feeling the positive response from satisfied customers. They currently operate four days a week with one carriage, one horse, and a minimal staff, but if the number of customers increases, it's possible to add more carriages and horses and operate daily. "If that happens, Obihiro will become a city where carriages are always roaming at night. I hope to realize such a special world," says Mr. Nagata.

"If Ban'ei Tokachi, Ban'ei horses, and the Basha BAR become well-known and everyone recognizes that 'Obihiro's city center is full of horse-drawn carriages,' many tourists will come and the city will be bustling. And when local children grow up and move away, they can boast, 'Horse-drawn carriages run in the town where I grew up.' That is my dream."

In October 2023, Musashikoma was appointed as a Tokachi Tourism Ambassador.

Regional revitalization takes shape not only by attracting tourists but also through the acceptance of local people. Mr. Nagata will continue his efforts, dreaming of the day when Basha BAR, enjoyed by both residents and visitors, becomes the face of the city.

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