2011 Bike Summit Presentation_ToU

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Overall Goals
• World-class professional sporting event
• Link together Utah regions and tourism assets
• Significant economic impact
• On-site spectators (tourists)
• National and international media exposure
• Successful public-private partnership
• Community pride
• Promote physical fitness and a healthy lifestyle
Key Partnerships
• Public-Private Partnerships
- State and Local Government; Corporate Sponsors
• Larry H. Miller Group of Companies
• Medalist Sports
The Event
ENTERTAINMENT
ACCESS
PASSION
SPEED
The Race
• August 9-14, 2011
• UCI Sanctioned 2.1
• 400+ Grueling Miles
• 120 World-Class Cyclists
• 15 International and Domestic ProTeam, Professional
Continental and Continental Teams
• All Disciplines: Sprinters, Climbers, Overall
• Levi Leipheimer, Mark Cavendish, Jeff Louder, Taylor
Phinney, George Hincappie, Thor Hushovd
Competition
• The Tour of Utah is one of three world-class, professional
cycling events in its category in the United States.
• Four of the top ten ranked teams in the world have committed
to competing in Utah this summer.
• Five of the top 15 cyclists in the world will compete in the Tour
of Utah.
• Olympic and world champions, national champions from an
estimated 20 countries.
• Defending champion Levi Leipheimer who is also an Olympic
Bronze Medalist and a three-time Tour of California champion.
Teams
ProTeams
Pro Continental
Accepted
HTC Highroad
RadioShack
BMC
Garmin Cervélo
Accepted
UnitedHealthcare
Team Type 1
Geox-TMC
SpiderTech
USA
USA
USA
USA
USA
USA
Spain
Canada
Pending
Liquigas-Cannondale Italy
Continental
Accepted
Endura
Trek LIVESTRONG U23
RealCyclist
Pure Black Racing
Garmin U23
Great Britain
USA
USA
New Zealand
USA (Chipotle Development Team)
Route
Audience
Unique six-day access to an educated, affluent audience.
Number of active cyclists in the U.S.
17 million
Number of cyclists worldwide
900 million
Avg. household income in U.S.
$87,000
Avg. household income in Utah
$90,000+
Avg. spent per year on cycling products
$7,727
On-site spectator spends daily
$200
Economic impact in Utah
est. $39 mm
Avg. days visitors will spend in Utah
3.1 days
Spectators likely to buy sponsor products
67%
Spectators
Estimated Spectators
300,000 total
130,000 unique
25% outside state
75% inside state
Gender
Male
55%
Female
45%
Education
High School
College
Grad School
Post Grad
Other
Main Media Source
TV
39%
Radio
14%
Print
13%
Internet
34%
Spectators Will Come From
20 countries
20 states (60%, Salt Lake DMA)
All counties in Utah
15%
32%
22%
18%
13%
Age
0 – 17
18 – 25
26 – 35
36 – 50
50+
Travel Habits
100 Miles or less 41%
100 to 250 Miles 10%
250 +
23%
10%
11%
24%
40%
20%
Case Study Overview
Tour of Missouri
•
•
500,000 Spectators over the course of seven days
•
$38.1 million direct economic impact
•
In planning their trip, 83% of non-Missourians said the
Tour of Missouri was the reason they came to spend
time in Missouri.
•
The average out-of-state visitor spent more than four
days in the Show Me State.
•
Average income for Missourians is $87,708, and for
Non-Missourians is $105,542
The average age for both Missourians, and for NonMissourians is 45.3
Direct Spending
(Case Study)
2009 Statewide Direct Spending:
•
Food and Drinks
$8.77 million
•
Lodging
$8.66 million
•
Transportation
$9.71 million
•
Retail
$5.86 million
•
Recreation
$5.51 million
$38.51 million total
Media Coverage
(Case Study)
Media coverage generated over five months leading up to
the Tour of Missouri:
•
463 million newspaper impressions. $2.1 million value
•
330 million website impressions
•
5.3 million magazine impressions
•
5.6 million TV viewers on Versus Network
•
1.4 million TV viewers on FOX Sports Midwest
•
168 countries viewing live webcast
•
10 states ran pre-produced video news releases
•
26 countries ran pre-produced video news releases
•
Total of 21,121 news articles published 1/27/09 9/30/09
Media Coverage
(Case Study)
Tour of Missouri Website Statistics:
•
More than 24 million requests on the site during race week
•
360,000+ visitors from 168 countries over seven days
•
More than 1,024 hours of video viewed
•
Average person viewed 17.3 minutes live video stream
Live Webcasts:
• Viewers from 168 countries
• Use of Adobe Tour Tracker to follow race action
• Three hours average broadcast per day
• Promoted and aired on Universalsports.com
Marketing Platforms
•
•
•
•
•
•
•
Television
Radio
Newspaper/Magazine
Website
Social Media
Print Collateral Materials
Mobile App
Marketing Positioning
Regional/ Local
• Top U.S. Cycling Event
• Free world-class event
• Meet world-class athletes
• Family friendly
• Festival (community
celebration)
• Utah’s Tour de France
• Healthy living, “wellness”
National
• Premier sporting event
• One of the top three-ranked
stage races in North America
• World-class event
• An elite U.S. cycling race
• World’s best conditioned
athletes
• Extreme
• Growing in popularity (event
and sport)
• First major North American
event for top teams and
riders post Tour de France
Market Segmentation
Market Segments
•
•
•
•
Trade (cycling, endurance sports)
Family
Sports fans
Curiosity seekers
Core Markets
• Utah
• Idaho
• Colorado
• Arizona
• Nevada
• New Mexico
• Washington
• Wyoming
• Oregon
• California
National TV Broadcast
This year’s race will be televised nationally on FOX Sports
Network, regionally on ROOT Sports and locally on KJZZ-TV.
Nightly, hour-long programs are planned with a two-hour-wrapup show on Sunday, August 14.
FOX Sports Network
• 10-11 p.m.
• 19.2 million cumulative audience over six days.
ROOT Sports
• 10-11 p.m.
• 570,000 cumulative audience over six days.
• Utah, Colorado, Wyoming, Idaho, Kansas, Montana,
Nebraska, Nevada, New Mexico, South Dakota, Washington,
Oregon, western Pennsylvania, West Virginia, western
Maryland and parts of eastern Ohio.
Local TV and Radio Broadcast
KJZZ-TV
•9-10 p.m.
• 240,000 cumulative audience over six days.
• southwestern Wyoming, southeastern Idaho, Nevada,
southwestern Colorado and northern Arizona
1320 KFAN Radio
• KFAN sports radio will provide live updates every twenty
minutes during the race itself.
and Public
Relations
MEDIAMedia
RELATIONS
& IMPACT
The Tour of Utah will generate local, national, and
international media attention. An emphasis will be placed on
sports media while also targeting active lifestyle/wellness
and travel outlets.
Impact
With its increase in status, the Tour of Utah is expected to be covered
by print and on-line publications as well as radio and TV stations,
beginning in January and running through September 2011.
PUBLIC RELATIONS:
Media and Public Relations
2011OBJECTIVES
• Position the Tour of Utah, “America’s Toughest Stage
Race”, as one of the premier cycling events internationally.
• Build excitement and generate spectator enthusiasm for
the Tour by promoting the rolling festival.
• Communicate that the Tour is one of few professional
sporting events that is FREE for spectators.
Hospitality
Start Line
• Entry into the VIP hospitality venues at the start line
includes complimentary breakfast with selection of
beverages.
• Pass holders will also have access to Autograph Alley
where they can get autographs and photographs from
cyclists before the start of the race.
Hospitality
Finish Line
• Entry into the VIP hospitality venues at the finish area
includes complimentary gourmet cuisine with a selection
of beverages.
• Pass holders can watch the race live on flat screen
televisions while dining.
• Pass allows access to the VIP viewing area located
across from the finish line and awards ceremony stage.
Start & Finish Areas
Start
• Autograph Alley
• National Anthem
• Hospitality
• Athlete Accessibility
Finish
• Interviews with athletes
• Awards Stage
• Press Conference
• Autograph Tent
• Expo
• Live Race Telecast
• Hospitality
LIFESTYLE EXPO
Expo
The Tour of Utah is so much more than just a pro bicycle
race. It is also a rolling festival of activities to help promote
a healthy lifestyle.
The Expo area will include :
•
•
•
•
•
•
•
children’s activities
stunt bike demonstrations
product sampling
food/beverage stations
race merchandise
health-focused information
big screen TV to watch race live
Merchandise
Official licensed apparel is being handled locally by Drive
Marketing. They will create both clothing for spectators as
well as assist us with securing a vendor to produce the
winner’s jerseys for the Tour and the participant jersey for
the Ultimate Challenge.
Licensed apparel will be sold
on the Tour of Utah website
as well as at all stages of the
race in the expo area.
Volunteers
In 2010, the Tour of Utah had over 233 volunteers doing more than
650 jobs in six days.
Again this year, we’re looking for a great group of volunteers to fill a
variety of positions. We encourage interested applicants of every
experience level to apply.
Volunteering is a great way to get
plugged into the community, get
closer to the race and be a part of
the wonderful festivities.
Volunteer Assignments
• Course Marshals
• Security
• Media
• Economic Impact Surveyors
• Volunteer Check In
Register: www.tourofutah.com
Get Involved
Our vision for the Tour of Utah is to be a cornerstone of the
cycling movement in this state – an event taking place each
summer that our community looks forward to and helps all
aspects of the local cycling industry thrive and survive.
How you can get involved:
•
•
•
•
•
Ride in the Ultimate Challenge
Volunteer
Gather your friends, line the route and watch the race.
Watch the nightly wrap up show on TV.
Tell your friends around the world to watch the race live at
www.tourofutah.com.
• Place Tour collateral material in your store or business.
Get Involved
More…
•
•
•
•
•
•
Pass out race information to your fellow club members.
Visit the expo during the event.
Purchase an expo booth and show your wares.
Have your children participate in the kids’ events.
Come to the opening night team presentation gala.
Blog, Tweet or Facebook about your experience at the
Tour.
• Take fan video at the race and post it on YouTube.
• Purchase a Pace Line Package or hospitality pass.
Go to www.tourofutah.com and get involved!
Questions and Answers
Is there anything else that you would like to know about
the Tour of Utah or Ultimate Challenge?
Thank You!
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