USA CYCLING EVENT RECAP MAY 24-26, 2014 1€¦ · MEDIA REACH- MELTWATER REPORT • 448...

EVENT RECAP MAY 24-26, 2014 1

USA CYCLING

2014 ACCOMPLISHMENTS

• 30,000 weekend spectators, 10,500 new attendees

• Chattanooga economic impact of $5.9 million

• 133% increase in live, mobile viewership of Tour Tracker coverage

• Media circulation to potential 20 million unique viewers

• Strong field of male and female competitors

• Successful course change to include GTI Launch Hill Climb

• Addition of North Shore and Lookout Mountain activations

• Addition of Volkswagen test track at production facility

• Strengthened relationship built with Mayor’s office

• Boosted prize package to include 1 year Volkswagen GTI lease

• Offered Team USA Cycling apparel sales in conjunction with Cuore of Switzerland

• Enhanced relationship and participation from U.S. Paralympics

• Further developed “Twitter Ride” to 3 categories of ride in conjunction with Litespeed and Volkswagen

• Generated interest for greater local partner involvement in 2015

2

USA CYCLING

TIME TRIAL CHAMPIONS

3

Women’s National

Champion

Alison Powers

Pinecliffe, CO

UnitedHealthcare

Men’s National

Champion

Taylor Phinney

Boulder, CO

BMC Racing Team

USA CYCLING

ROAD RACE CHAMPIONS

Men’s National

Champion

Eric Marcotte

Scottsdale, AZ

Team SmartStop

Women’s National

Champion

Alison Powers

Pinecliffe, CO

UnitedHealthcare

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EVENT REACH

• Weekend Spectators: 30,000

• Time Trial: 5,000

• Road Race: 25,000

• 35% New Attendees (10,500)

• 60% Residents of Tennessee

• 59% Male; 41% Female

• 73% College Graduate

• 46% Annual Household Income over $100k

• Attendees rated 5 out of 7 for engaging in organizing cycling, regularly cycle to stay fit

• Total Average Daily Spend $180.30

• $53.58 Avg. Food/Bev Spend

• $61.20 Avg. Lodging

• $24.41 Avg. Transportation

• $27.87 Avg. Retail

• $13.05 Avg. Sightseeing

• The event had an economic impact of $5.9 million within the local community of Chattanooga

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MEDIA REACH- MELTWATER REPORT

• 448 Professional Road and Time Trial related hits

• 207 unique publications

• Including USA Today, Sports Illustrated, ESPN, The Washington Post,

SI.com

• 16 countries

• Including Belgium, Germany, Netherlands, United Kingdom, USA

• Media circulation to potential 20 million unique viewers

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USA CYCLING 7

LOCAL MEDIA- RADIO

• 106 FM (classic rock) – 146,100 listeners

• 107.9 BIG FM (classic hits) – 60,000 listeners

• 102.3 FM (talk radio) - 40,900 listeners

• 1150 AM (news/talk) – 16,000 listeners

• $67,000 in ad/promotional value

• WGOW-FM (talk radio) produced four live interviews for race

promotion

• Event information and banner ads included on all station websites,

social media and e-blasts

USA CYCLING 8

LOCAL MEDIA- TELEVISION

• News Channel 9, an ABC affiliate, is the number one local news

station in the region

• Broadcast spans Southeast Tennessee, North Georgia, Northwest

Alabama and Eastern North Carolina

• 27 promotional spots aired between April 27-May 26

• 17 reports in May, including a live broadcast from the Volkswagen

Chattanooga Plant during Good Morning Chattanooga Weekend

• Weekly race promotion on social media and email database.

• Facebook (95,000+ friends),Twitter (19,000 followers)

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MEDIA- PRINT

Chattanooga Times Free Press

• Daily circulation 71,993

• Eight quarter-page ads and two half-page ads

• Spectator guide

• Produced 29 stories in May

Road Bike Action

National circulation

Ran full page race ads in April

and May issues

Get Out Chattanooga

• Monthly circulation 15,000

• Distributed at 60 locations

• Ran full page race ads in April and May issues

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ADVERTISING

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LOCAL MEDIA- ONLINE

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• 98,000 unique visitors each month

• Placement of banner ads on sports page with 40,000 impressions

• Produced 11 stories in May

SoutheasternCycling.com

• 35,000 visitors each month

• Over 65,000 page impressions

• Website banner ad placement in April and May

DIGITAL ASSETS

• Website: 23,647 Visits (14,192 unique visitors)

• Web Sessions: 23,686

• Highlight videos now available on YouTube

• Mobile: 14,000 iOS and Android downloads

• 133% increase from 2013

• Mobile Sessions: 87,713

• Total Page Views for all mobile devices: 509,845

• Total Hours Watched: 28,845

• Average session length of 15.54 minutes across web and mobile

USA CYCLING 13

SOCIAL MEDIA

USA CYCLING 14

SOCIAL MEDIA

USA CYCLING 15

ANCILLARY EVENTS

US PARACYCLING

• Paracycling Time Trial National Championships

• Handcycling Criterium National Championships

USA CYCLING 16

KICK-OFF PRESS CONFERENCE

• Mayor Andy Berke welcomes

the 2014 race back to Chattanooga.

• Taylor Phinney

and Carmen

Small show they

are ready to fight

for the stars and

stripes jersey.

USA CYCLING 17

TWITTER RIDE

USA CYCLING 18

EXPO

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• Impact of expo for 2014 was spread across 3 activation areas at the North Shore,

Lookout Mountain and start/finish area.

• Time Trial Vendors - 9

• Road Race Vendors- 26