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Sports Event
Congress
2014
April 2, 2014
A pro-cycling event in Alberta, modeled after classic road
races such as the Tour de France and Giro d’Italia, has
been a long-time dream for many Albertans.
A few of these Albertans formed the Alberta Peloton
Association and secured a grant from the Rural Alberta
Development Fund turning the Tour of Alberta dream
into a reality.
One of these people was Alex Stieda – the first North
American to wear the yellow jersey in the Tour de
France. Also, Brian Jolly – who has worn the yellow
jersey at the Tour of Britain, Morocco, and Scotland - is
the Alberta Peloton Association chairman of the board.
The Tour of Alberta is made possible with support from
the Government of Alberta, Travel Alberta, host
communities and corporate partners.
BACKGROUND
CYCLING FACTS • There are over 65 million active
participants in cycling worldwide.
• $5.3 billion is spent on bikes annually – outpacing the combined spending on golf, tennis, skiing & snowboarding.
• More than $650 million is invested into cycling teams and events around the world.
• There are twice as many bikes in the world as cars.
• The Tour de France is the world’s largest annual sporting event.
The team organizing the Tour of Alberta has
produced North America’s most successful
professional cycling races over the past 20 years.
Alex Stieda, 1986 Tour de France
On September 3 to 8, 2013 the province
of Alberta hosted the inaugural Tour of
Alberta, an internationally sanctioned UCI
2.1 cycling race with the world’s top
cyclists and teams.
Professional cyclists from around the world
competed in a six day event that included
over 20 Alberta communities.
The Tour of Alberta hosted over 200,000
onsite spectators and showcased the
province, host cities, rural communities and
its partners to the world.
The 2014 Tour of Alberta promises to be an
even bigger event with larger audiences
and an even greater return for key
stakeholders.
OVERVIEW
More than just a sporting event, the Tour of Alberta is
an enormous traveling festival. Free to the public, it is
one of Canada’s largest annual events.
The festivals occur in every start and finish community
and provide educational, community outreach, and
healthy living programs in a festive environment with
entertainment, family fun and kid’s activities.
Attendance for the Tour of Alberta comes from much
more than just cycling fans, with attendees ranging
from families, sports fans, athletic enthusiasts,
adventure seekers, festival goers, corporate hosting
and international tourists.
OVERVIEW
900 Kilometres of Road Closures
3,000 Volunteers
3,000+ Hotel Room Nights
130 Vehicles in Race Caravan
More Than 70 Jurisdictions
More Than 300 Police Officers
20 Motor Marshals
10 Host Communities
120 World-Class Cyclists
20 Hotels
60 Meals Planned
Athletes from 23 Countries
BEHIND THE TOUR
FESTIVAL
ENTERTAINMENT LOCAL FLAVOR
EXHIBITORS FAMILY ACTIVITIES
VIP HOSPITALITY
MERCHANDISE
GARNEAU
COMMEMORATIVE
JERSEY SOLD OUT ON-SITE AND ONLINE
MERCHANDISE TENTS IN EACH HOST COMMUNITY
2013 HOST COMMUNITIES
EDMONTON CAMROSE DEVON STRATHCONA COUNTY
RED DEER
This is a great way to showcase
our communities throughout the
province and throughout the world. - Steve Grajczyz, Mayor of
Strathmore
STRATHMORE DRUMHELLER
BLACK DIAMOND
OKOTOKS
CALGARY
“Any time you can bring an
event of this calibre to a city
it’s great for the community.
It’s a great economic benefit
for the hotels, the
restaurants, the nightlife, so
it’s really important, and I
think it helps to be part of the
overall program between
rural and urban Alberta. I
think it’s really very, very
positive.”
- Stephen Mandel,
Former Edmonton Mayor
ECONOMIC IMPACT
Total Estimated
Spectators
Okotoks to Calgary
Edmonton Prologue
Strathcona to Camrose
Devon to Red Deer
Strathmore to Drumheller
Black Diamond
TELEVISION
SPORTSNE
T Canada
UNIVERSAL
SPORTS
United States
ESPN
Brazil
SBS
Australia
EUROSPOR
T Europe
SONY SIX
India
ESPN SUR
South America
ESPN SUR
Latin America
EUROSPOR
T
ASIA Pan Asia
SOMMET
SPORTS
New Zealand
TRUE
VISIONS
Thailand
Tour of Alberta is a global
event with television
coverage in five continents.
The race was broadcast to
more than162 countries
around the world.
TV AUDIENCE WORLDWIDE: 180 MILLION HOUSEHOLDS REACHED PER DAY
In its inaugural year, the Tour
of Alberta had established
significant reach in its
broadcast with major
television stations picking up
the coverage which
includes EUROSPORT and
EUROSPORT Asia in European
and Asian countries; ESPN Sur
in Latin and South America,
ESPN Brasil in Brazil and SBS
in Australia.
Tour of Alberta was
broadcasted on Sportsnet in
Canada and Universal Sports
in the United States.
41 MILLION International Television Viewers
30 HOURS Total Sportsnet
Coverage
WEBSITE & SOCIAL MEDIA
tourofalberta.ca
Page Views (April – September, 2013)
Canada
United States
Slovakia
Netherlands
Australia
United Kingdom
France
Italy
Germany
Czech Republic
Brazil
Mexico
Philippines
Portugal
Argentina
Algeria
Colombia
Belgium
Spain
Ireland
India
Romania
Switzerland
Poland
Morocco
Malaysia
Hungary
New Zealand
Venezuela
Costa Rica
Hong Kong
South Korea
Peru
Greece
Puerto Rico
Thailand
Serbia
Bulgaria
Turkey
Dominican Republic
Austria
Chile
Sweden
Japan
Egypt
Taiwan
Germany
Tour Tracker Daily Downloads During Tour
Website Visitors From
@tourofalberta Facebook.com/tourofalberta
• 63% Male / 37% Female
• Top Male Age Group: 35-44 yrs
• Top Female Age Group: 35-44 yrs
• Top Countries: Canada, United States,
Brazil, Australia, Slovakia
• 68% Male / 32% Female
• Top Tweets: The Globe and Mail,
National Post, Calgary Herald, Alison
Redford (Premier of Alberta), Universal
Sports
• Top Riders who Tweeted: Cadel Evans,
Peter Sagan and Nic Hamilton
Twitter Impressions Talking About the Race Facebook Impressions
Overall winner, Rohan
Dennis, receives a unique gift,
a dinosaur bone, from the
town of Drumheller after his
Stage 3 win.
MEDIA COVERAGE
(December 15, 2013 to September 15, 2013) Tour News Releases distributed to over 500+ media outlets.
GLOBAL
COVERAGE 172 Countries
Top 10
1. Australia
2. U.S.
3. Italy
4. U.K.
5. Bulgaria
6. Denmark
7. Netherlands
8. New Zealand
9. Belgium
10. Brazil
ONLINE COVERAGE
calgarysun.ca
velonews.com Cycl!ngCN.com (CHINA)
3 million monthly impressions
cyclingmagazine.ca cyclingnews.com
The Tour of Alberta brought 15 of the world’s best teams
and cyclists to compete for six days, covering over 20
Alberta communities on a 900 kilometre course, lined by
hundreds of thousands of cheering spectators.
2013 Tour of Alberta Top Cyclists
◦ Ryder Hesjedal (Canadian) - Giro d’Italia champion
◦ Cadel Evans - Tour de France champion
◦ Peter Sagan - No. 2 ranked rider in the world
◦ 2 World Champions
◦ 7 National Champions
◦ 9 Tour de France stage winners
COMPETITION
Team Garmin-Sharp Team Argos-Shimano Belkin Pro Cycling Cannondale Pro Cycling BMC Racing Orica GreenEDGE
Bissell Pro Cycling 5Hour Energy p/b Kenda Equipe Garneau-Quebecor Jelly Belly p/b Kenda Canadian National Team Team Smartstop
p/b Mtn Khakis
Optum p/b Kelly
Benefit Strategies
UnitedHealthcare Pro Cycling Champion System
1
Tour of Alberta
Stage Win
WORLD-CLASS FIELD
• World’s No. 2 Ranked Rider
• Tour de France, (4) Stage Wins
• ‘13 Tour de France, Sprint
Jersey
• ‘13 Canadian National Road Champion
• ’13 Tour de Korea, Stage Win
• ‘13 Tour de Taiwan, Stage Win
• ‘12 Tour of California, 1st Overall (Stage Win)
• ’10 Tour de France, 5th Overall
• ’12 USA Pro Challenge, 1st Overall
• ‘09 Tour de France, 7th Overall
• ’08 Tour de France, 4th Overall
• ’11 Tour de France, 1st Overall (Stage Win)
• ‘09 World Champion, Road Race
• ‘07-’08 Tour de France, 2nd Overall
3 Tour of Alberta
Stage Wins
5th OVERALL
Tour of Alberta
• ’12 Giro d’Italia, 1st Overall
• ‘10 Tour de France, 6th Overall • ‘09 Vuelta a España, Stage Win
3 Days in the Best
Canadian Jersey
Province of Alberta Leader Jersey
Rohan Dennis (AUS), Team Garmin-Sharp
SUBWAY® Sprint Points Jersey
Peter Sagan (SVK), Cannondale Pro Cycling
Budweiser Crown King of the Mountains Jersey
Tom Jelte Slagter (NED), Belkin Pro Cycling
Canadian Western Bank Best Young Rider Jersey
Rohan Dennis (AUS), Team Garmin-Sharp
Best Canadian Rider Jersey
Ryan Anderson (CAN), Champion System Pro
Cycling
Most Aggressive Rider Jersey
Adam Farabaugh (CAN), Equipe Garneau-Quebecor
Team Overall
BMC Racing
TOUR OF ALBERTA JERSEYS
OVERALL WINNER
1. Rohan Dennis (AUS), Garmin-Sharp 17:48:40
2. Brent Bookwalter (USA), BMC Racing + :18
3. Damiano Caruso (ITA), Cannondale + :30
TOUR OF ALBERTA RESULTS
SUBWAY® PROLOGUE - EDMONTON
Peter Sagan (SVK), Cannondale Pro Cycling
STAGE 1: STRATHCONA COUNTY to
CAMROSE
Peter Sagan (SVK), Cannondale Pro Cycling
CANADIAN WESTERN BANK STAGE 2:
DEVON to RED DEER
Silvan Dillier (SUI), BMC Racing
STAGE 3: STRATHMORE to DRUMHELLER
Rohan Dennis (AUS), Team Garmin-Sharp
STAGE 4: BLACK DIAMOND/FOOTHILLS
Cadel Evans (AUS), BMC Racing
STAGE 5: OKOTOKS to CALGARY
Peter Sagan (SVK), Cannondale Pro Cycling
TOUR OF ALBERTA STAGE WINNERS
SUBWAY® PROLOGUE
STAGE 1
CANADIAN WESTERN BANK STAGE 2
STAGE 3 STAGE 4 STAGE 5
DISCUSSION POINTS
1) Challenges
2) Budget
2014 TOUR OF ALBERTA
The 2014 edition will be making its way
through the province on September 2
through 7, 2014.
