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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
USA CYCLING 4
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
USA CYCLING 5
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
USA CYCLING 6
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)
USA CYCLING 9
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
USA CYCLING 10
ADVERTISING
USA CYCLING 11
LOCAL MEDIA- ONLINE
USA CYCLING 12
• 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
USA CYCLING 19
• 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