USA Pro Challenge Professional Cycling Race Brings an Estimated
$130 Million in Economic Impact to the State of Colorado, 12 Percent Increase Over 2013
The 2014 USA Pro Challenge saw 128 of the best professional cyclists in the world compete in the toughest professional cycling race in the U.S. over the course of seven days, Aug. 18-24. Fans came out in droves to watch the action-packed, heart-pounding racing through the Colorado Rockies. After traveling to 10 host cities for the official stage starts and finishes, and passing through many other notable towns along the way, the estimated economic impact of the race to the State of Colorado is $130 million, according to a study done by Sponsorship Science, a global sports research firm.
The Pro Challenge delivered another strong economic performance in its fourth running, with direct spending by traveling spectators contributing a significant portion of the economic impact. Both those fans from outside the state and Coloradans traveling 50 miles or more to take in an event stage contributed $130 million on lodging, food, transportation and entertainment, an increase of 12 percent year over year. This change was largely driven by a 10 percent increase in the average number of nights stayed and an 11 percent increase in per night average party spend, the result of a 15 percent increase in average per night lodging cost.
“Seeing the enthusiasm and passion from the fans lining the streets during the 2014 USA Pro Challenge really gave a sense of the growing support for the sport of cycling in the U.S.,” said Rick Schaden, owner of the race. “This race showcases Colorado to the world and creates an incredible economic impact locally that can be felt throughout the year. Further, it was great to see an increase in television viewership.”
Following an epic week of racing through picturesque Colorado scenery, America’s most challenging race came to a conclusion in Downtown Denver when Aspen resident Tejay van Garderen (USA) of BMC Racing Team maintained his lead and took the overall win for the second year in a row. The race received unprecedented coverage totaling 30 hours on NBC, NBCSports and Universal Sports in the U.S. Additionally, through 40 hours of international coverage, the race was seen in more than 175 countries and territories around the world.
A draw for Colorado travel, 56 percent of spectators claimed they would not have traveled to the state at this time if it were not for the race. And with that, 70.9 percent stated they are likely to return to watch the race next year.
Additional interesting analysis points include:
· Spectators traveled in groups, with the average party consisting of three people
· The average hotel stay for spectators increased in 2014 to 5.3 nights
· 53 percent of race attendees live in households with income exceeding $85,000 and within that group 32 percent had household incomes in excess of $120,000
· Spectators enjoyed their race experience, with more than 80 percent saying they were very satisfied or satisfied with the race
· More than half of spectators in attendance reported they ride a bike for fitness, with 47 percent saying they engage in road cycling a lot
· This was an audience that appreciates the world-class level of competition at the USA Pro Challenge and watches major cycling events on television, with 83.8 percent stating they watch the Tour de France
The USA Pro Challenge commissioned Sponsorship Science LLC, a global sports marketing & research consultancy firm with more than 50 years of executive experience working with events around the world, to continue conducting quantitative research measuring the change in overall economic impact of the Pro Challenge over time.
“While we conduct these types of studies for sports and entertainment clients around the world, across many platforms and geographies, cycling has always been a core sport, and one where we have a wealth of experience, ” said David Porthouse, SVP of Sponsorship Science, LLC. “Our history with the event and trust in the Pro Challenge management team, as well as the promoter Medalist Sports, has allowed us to develop the data and models used to accurately and fairly evaluate the growth of the race over time and its impact on the state of Colorado.”
Sponsorship Science, LLC designed the study from the outset to deliver consistent, defensible results which address many of the contentious issues surrounding economic impact reporting. Kevin Schott, director of Sponsorship Science notes the multi-year relationship with academia via Dr. Brett Boyle, professor within the sports business program at St. Louis University, has paid enormous dividends in terms of scientific rigor and credibility throughout the duration of this long-term relationship, serving as the foundation for the future. Key areas addressed included:
· Substitution effects – Since local fans will often spend similar amounts on local sports and other entertainment, Sponsorship Science, LLC did not include the local fan spend in the economic impact report, as a net impact, although local participation was thoroughly tracked, and forms a significant part of the appeal
· Time shifting – Colorado is an attractive destination for travel, so Sponsorship Science, LLC deliberately filtered respondents to ensure they were not capturing data from spectators already in Colorado, independent of the Pro Challenge, and also used elimination questions to remove those fans who intended to come to Colorado in the near future independent of the race. Despite these rigorous procedures, the number of dedicated fans travelling to the Pro Challenge has followed a long-term growth trend
· Sample sizes – Large samples were taken at all stages, distributed across the race locations, in order to create samples and sub-samples (by age, income, distance travelled, etc.) that are all statistically significant
Altitude is more than you think. Even professional bike racers are worried about the altitude in AspenPosted: August 19, 2014
The conversation at the pre-race press conference and the press conference after stage one was the concern about the altitude.
Kiel Reijnen (USA) UnitedHealthcare Pro Cycling Team had this to say about the altitude
“I am by no means a pure sprinter, but this course is a bit of a slap in the face, what a tough way to start a stage race. It’s a really deceptive stage. It’s difficult to control and it’s really unpredictable. I’m still out of breath and it’s been more than an hour since the finish, and I was already at altitude to begin with.”
Alex Howes (USA) Team Garmin-Sharp
“I myself am a victim of the high altitude. It was pretty relaxed for the first third of the race, but that last lap really heated it up and it was just full gas from there on. You see a lot of punch and lift from riders toward the end, and that’s not really something you see at this kind of altitude. It’s pretty exciting to see that out here.”
Colorado Resident Kiel Reijnen Takes Stage 1 of the 2014 USA Pro Challenge
Crowds of Cheering Fans Lined the Streets of Downtown Aspen to Greet the Best Riders in the World
Aspen, Colo. (Aug. 18, 2014) – Set against the beautiful backdrop of Aspen and Snowmass, the 2014 USA Pro Challenge got off to an exciting start with a circuit race of three 22-miles laps that included 2,300 ft. of climbing per lap, creating an aggressive day of racing. Colorado Resident Kiel Reijnen (USA) of UnitedHealthcare Pro Cycling Team took home the stage win, which also puts him in the overall lead heading into the second day of racing.
“This stage was really exciting last year. It was a nail-biter and this year was the same,” said Reijnen. “The USA Pro Challenge is a huge goal for our team. Everyone is here watching and it’s really important to the team we do well here.”
In a close finish, Reijnen took the stage win, followed by Howes in second and Ben Hermans (BEL) of BMC Racing Team in third.
After the conclusion of the first stage of the USA Pro Challenge, Reijnen holds the Smashburger Leader Jersey, Lexus Sprint Jersey and, new for this year, the Colorado National Guard Best Colorado Rider Jersey . Jacques-Maynes has the Sierra Nevada King of the Mountains Jersey and Summerhill was awarded the FirstBank Most Aggressive Rider Jersey. Clement Chevrier (FRA) of Bissell Development Team has the Colorado State University Best Young Rider Jersey heading into Stage 2 tomorrow.
sixteen teams selected to compete in 2012 amgen tour of california
World Class Field Assembled for America’s Premier Cycling RaceSet for May
LOS ANGELES (March 13, 2012) – Race organizers have named the 16 teams, including some of the world’s best international and domestic squads, to compete in the 2012 Amgen Tour of California, which will take place May 13 to 20. Comprised of United Cycling International (UCI) Pro, Pro Continental and Continental squads, the 16 world class teams chosen to participate in the 2012 race will include Olympic hopefuls and Tour de France contenders representing more than 20 countries, giving fans around the world a preview of what is to come in July in both France and London.
Since the inaugural race in 2006, the Amgen Tour of California has consistently drawn the world’s best cycling talent while growing to become one of the most important races on the international calendar. In 2012, the race will play an even more significant role as it will be where top competitors test themselves in preparation for the Tour de France and the 2012 Summer Olympic Games taking place in London this summer.
As previously announced by race presenters AEG, the 2012 Amgen Tour of California will start in Santa Rosa on May 13 and travel more than 750 miles throughout some of California’s most majestic and iconic highways, roadways and coastlines before the final stage on May 20 when the race will start in Beverly Hills on Rodeo Drive and finish at L.A. LIVE in downtown Los Angeles.
The 16 elite teams include the newly restructured RadioShack-Nissan-Trek, whose roster includes Amgen Tour of California defending champion Chris Horner, Jens Voigt and current U.S. National Road Race Champion, Matthew Busche who will compete against a field that includes the No. 1-ranked team in the world, Omega Pharma – QuickStep, featuring three-time Amgen Tour of California winner Levi Leipheimer and Tom Boonen; Garmin-Barracuda, featuring Amgen Tour of California veterans Dave Zabriskie and Tom Danielson; and 2011 Tour de France champion BMC Racing including veteran cyclist and fan favorite George Hincapie and one of the fastest rising stars in cycling today, Tejay van Garderen. Also, competing in California for the seventh consecutive year will be the Rabobank Cycling Team, featuring Laurens Ten Dam and Luis Leon Sanchez. Liquigas-Cannondale is set to compete as well, featuring American cyclists, Ted King and Timothy Duggan, as well as Peter Sagan, who has taken multiple stages in previous editions of the Amgen Tour of California. Competing in California for the first time will be the Australian GreenEDGE Cycling Team, who plan to bring Luke Durbridge and Robbie McEwen. AG2R La Mondiale is also on the roster, featuring Nicolas Roche and Rinaldo Nocentini.
The 2012 Amgen Tour of California roster includes the following 16 teams:
- BMC Racing Team (USA)
- Rabobank Cycling Team (NED)
- Garmin- Barracuda (USA)
- RadioShack-Nissan-Trek (LUX)
- Liquigas-Cannondale (ITA)
- Omega Pharma – QuickStep (BEL)
- AG2R La Mondiale (FRA)
- GreenEDGE Cycling Team (AUS)
UCI Professional Continental Teams
- Team Spidertech Powered By C10 (CAN)
- UnitedHealthcare Pro Cycling Team (USA)
- Project 1t4i (NED)
- Colombia-Coldeportes (COL)
UCI Continental Teams
- Team Optum Presented By Kelly Benefit Strategies (USA)
- Bissell Pro Cycling (USA)
- Team Exergy (USA)
- Bontrager Livestrong Team (USA)
“These 16 teams represent the most prestigious field of talent ever to compete in our race and we are honored to have them join us for the seventh edition of the Amgen Tour of California,” said Kristin Bachochin, executive director of the race and senior vice president of AEG Sports. “Cycling fans will see some favorite and familiar faces back in California this May, as well as a few new teams who will be racing with us for the first time. We look forward to presenting another impressive race for fans around the world.”
There are a total of 11 teams returning to the Amgen Tour of California for 2012, including AG2R La Mondiale (FRA); BMC Racing Team (USA); Rabobank Cycling Team (NED); Garmin- Barracuda (USA); RadioShack-Nissan-Trek (LUX); Omega Pharma – QuickStep (BEL); Liquigas-Cannondale (ITA); Team Spidertech Powered By C10 (CAN); UnitedHealthcare Pro Cycling Team (USA); Team Optum Presented By Kelly Benefit Strategies (USA) and Bissell Pro Cycling (USA).
“Amgen Tour of California has always been a first class event, with great courses, amazing organization, and incredible fans,” said Chris Horner, Amgen Tour of California’s defending champion.
“This year’s event looks to be the best ever, with an even more challenging route and a roster of 16 of the best teams in the world. I’m looking forward to coming back to defend my title – it promises to be a fantastic eight days in California!”
“The Amgen Tour of California is always a big goal for our team,” said Jonathan Vaughters, CEO, Slipstream Sports and Director Sportif, Team Garmin-Barracuda. “The Amgen Tour of California is one of the premier races in the U.S. and one we take a lot of pride in. Every year, the competition is intense, the crowds get even bigger, and this year will be no exception. We’re very excited to get back to California and we hope to give fans plenty of reasons to cheer.”
Teams new to the Amgen Tour of California roster include the newly formed GreenEDGE Cycling Team (AUS); Project 1t4i (NED); Colombia-Coldeportes (COL) Team Exergy (USA); and Bontrager Livestrong Team (USA).
“We are thrilled to ride the Amgen Tour of California in our debut season,” said Shayne Bannan, General Manager, GreenEDGE. “It’s a great race and a fantastic event. It’s real priority for us to bring a strong team to California and the riders really want to go there and make their mark for GreenEDGE. There are a lot of races that stand out on the calendar and the Amgen Tour of California is one of those we don’t want to miss. Having it as Robbie McEwen’s last race, will make it extra special for us as an Australian team.”
In addition to the pro cycling teams confirmed for the 2012 Amgen Tour of California, Amgen’s Breakaway from Cancer® team will also be returning, traveling with the race from start to finish to celebrate cancer survivors and raise awareness about the free support services available to people affected by cancer from the four non-profit Breakaway from Cancer partner organizations.
“At Amgen, we are excited for our seventh Amgen Tour and impressed by the caliber of the cycling teams joining the field this year,” said Stuart Arbuckle, vice president and general manager, Amgen Oncology. “We are even more excited about how Amgen’s Breakaway from Cancer initiative has taken off since we launched it in 2006, the inaugural year of the Tour. This year we will host Breakaway Mile events and recognize Breakaway from Cancer Champions in four host cities: Santa Rosa, Livermore, Clovis and Los Angeles, and our Breakaway from Cancer partner organizations will join Amgen to host our Breakaway from Cancer tent in the festival area in every finish city.”
For more information about the teams competing in the 2012 Amgen Tour of California, please visit the official race website, www.AmgenTourofCalifornia.com. For more information about Breakaway from Cancer, visit breakawayfromcancer.com.
About the Amgen Tour of California
The largest cycling event in America, the 2012 Amgen Tour of California is a Tour de France-style cycling road race, presented by AEG that challenges the world’s top professional cycling teams to compete along a demanding course from May 13-20, 2012. In a 2011 poll conducted by CyclingNews.com, the Amgen Tour of California was voted the fourth best race in the world, and the No. 1 race in America.
About AmgenAmgen discovers, develops, manufactures, and delivers innovative human therapeutics. A biotechnology pioneer since 1980, Amgen was one of the first companies to realize the new science’s promise by bringing safe, effective medicines from lab to manufacturing plant to patient. Amgen therapeutics have changed the practice of medicine, helping millions of people around the world in the fight against cancer, kidney disease, rheumatoid arthritis, bone disease and other serious illnesses.
With a deep and broad pipeline of potential new medicines, Amgen remains committed to advancing science to dramatically improve people’s lives. To learn more about our pioneering science and vital medicines, visit http://www.amgen.com. Follow us on www.twitter.com/amgen.
AEG is one of the leading sports and entertainment presenters in the world. AEG, a wholly owned subsidiary of The Anschutz Company, owns or controls a collection of companies including facilities such as STAPLES Center, The Home Depot Center, Sprint Center, The O2, NOKIA Theatre L.A. LIVE and Best Buy Theater Times Square; sports franchises including the Los Angeles Kings (NHL), two Major League Soccer franchises, two hockey franchises operated in Europe, management of privately held shares of the Los Angeles Lakers, the ING Bay to Breakers foot race and the Amgen Tour of California cycling road race; AEG Live, the organization’s live-entertainment division, is a collection of companies dedicated to all aspects of live contemporary music performance, touring and a variety of programming and multi-media production. For more information, visit AEG today at www.aegworldwide.com.
About Breakaway from Cancer®
Founded in 2005 by Amgen, Breakaway from Cancer® is a national initiative to increase awareness of important resources available to people affected by cancer – from prevention through survivorship. Breakaway from Cancer is a collaboration between Amgen and four nonprofit partner organizations: Prevent Cancer Foundation, Cancer Support Community (formerly known as The Wellness Community), Patient Advocate Foundation, and National Coalition for Cancer Survivorship. These organizations offer a broad range of support services complementing those provided by a patient’s team of healthcare professionals. For more
information, please visit www.breakawayfromcancer.com or follow us @BreakawayCancer on Twitter.
# # #
Media Contacts: Michael Roth, AEG Steven Bram, GolinHarris
Steven Gregory Bram
Associate, Consumer Marketing
T. +1 213.438.8818