2013 Amgen Tour of California
City of Escondido Proposal
2013 Amgen Tour of California Proposal Statement of Interest
The City of Escondido is pleased to submit a proposal to serve as the host city for the official start of the 2013 Amgen Tour of California.
Elected officials and c ommunity leaders already have demonstrated their desire and enthusiasm to bring this race back to Escondido. At its August 1, 2012 meeting, the City Council expressed unanimous support for hosting the Tour in 2013 with every councilmember reminiscing enthusiastically about the City’s hosting of the finish stage of the 2009 race. A t that meeting the City of Escondido committed to raising or supplying the approximately $475,000 needed to cover host city requirements for the start.
As the overall finish for the 2009 Amgen Tour of California, the City of Escondido demonstrated its ability to not only fulfill host city requirements, but amass the largest spectator crowd in race history. Having demonstrated the ability to effectively collaborate with various community groups and garner local and regional support, we will build upon the momentum and reach out to new strategic partners, to increase overall awareness and heighted support for the 2013 race. Those partnerships will play a key role in community outreach, branding overall awareness of the sport, spectator attendance, and fund raising initiatives.
With strong community leadership, a seasoned Local Organizing Committee (LOC), consisting of strategically placed industry leaders, will build upon the success of 2009. The LOC’s experience will help achieve a l ogistically-sound footprint, accommodating all race and festival components, parking and city services.
With the experience, success and insight gained from 2009, the City of Escondido is poised to build upon that foundation for continued success by capitalizing on the key influential partnerships formed among city officials, key community groups and the vast San Diego cycling community. With a v ibrant downtown within close proximity to restaurants and amenities, downtown Escondido provides the perfect backdrop for the overall start to the 2013 race.
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2013 Amgen Tour of California Proposal Letters of Support
Dear Amgen Selection Committee:
Escondido’s participation in the 2009 Amgen Tour de California was a m omentous milestone in Escondido’s history and one t hat cyclists, residents and businesses alike are eager to repeat. The event brought together not only our community, but the entire San Diego County region for a thrilling day of world class cycling while showcasing all that Escondido has to offer. It was a day those of us who were present will never forget.
We believe Escondido’s prior race experience as the finish stage has positioned us to not only meet, but exceed, your expectations for a successful race. We are committed to supporting this event in every way possible and assure you that the City Council, City staff, and private sector partners will make this a start to remember.
On behalf of the City Council and residents of Escondido, we respectfully urge you to give us the opportunity to host the official start of the Tour of California in May 2013.
Sincerely,
Sam Abed Mayor
______
Dear Amgen Selection Committee:
It is an honor for Escondido to again be considered as a potential host city for the 2013 Tour of California. Through the submission of this proposal, Escondido is ready, willing, and able to commit the resources necessary to make this event a resounding success.
Through our previous experience with the Tour in 2009, we already have demonstrated our community’s ability to host an event of this complexity. As word has spread about the possibility of Escondido again serving as a potential host city in 2013, expressions of enthusiasm and support are already being offered.
I cordially invite you to again return the Tour of California to Escondido in 2013. You’ll be glad you did.
Sincerely,
Clay Phillips City Manager
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Dear Amgen Selection Committee:
On behalf of our member business, staff and volunteers, we are thrilled to put our full support behind the prospect of Escondido serving as the host city for the official start of the 2013 AMGEN Tour of California. Successfully hosting the finish in 2009 gives our community the experienced ability and passion to increase our commitment to host the start in 2013.
The 2009 tour brought our community together, it did not just galvanize cyclists, but nonprofit groups, businesses, and community partners planned and organized for this event that brought tens of thousands of people to our community. This type of unified support ensures a well-connected partnership with the Tour organizers and ultimately a hugely successful event result.
Our business community is strong and we are the home to many of the highly sought- after tourism sites in San Diego. In addition, our natural resources are a great fit for this event. We respectfully and enthusiastically, encourage you to approve this application to bring the AMGEN Tour of California back to Escondido with the increased scope of the official start.
Sincerely,
Katherine Zimmer, ACE President & CEO, Escondido Chamber of Commerce
Dear Amgen Selection Committee:
As the president of Escondido’s Downtown Business Association and a downtown merchant, I have to say that nothing in our history of downtown events has compared to hosting the finish stage of the 2009 Tour of California. We would be thrilled to have the honor in 2013. Our downtown is uniquely charming with a vibrant core of business owners that are committed to providing guests of our city with a specialty boutique experience. With the diversity of our downtown businesses and the expertise and experience of our city events staff, we look forward to the opportunity to welcome cycling enthusiasts and supporters to our city.
Most of our downtown businesses were here for the prior Tour of California. We know what to expect and would like to build on that experience to create an even better event location than before. We hope that you will give us that opportunity.
Sincerely, Shawna Cruise eDBA President
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Dear Amgen Selection Committee:
As a road cyclist and as a proud Escondido resident, the prospect of a return of the Amgen Tour of California is truly exciting.
Hosting the final stage of the 2009 Tour was a highlight in our city’s history. Few events have brought tens of thousands of people to our downtown and produced the excitement and thrill that an event of this magnitude generates. It animated cyclists from the region and galvanized our community in a unique and electrifying way.
Escondido has been known as the gateway to many of the scenic, winding, back country roads frequented by riders belonging to over 40 different cycling clubs in San Diego County.
Having successfully hosted a stage, we feel well positioned to mobilize enthusiastic volunteers and garner necessary local and regional support.
We thank you in advance for your consideration to be a part of the Amgen Tour of California 2013.
Sincerely,
Alfredo Velasco Board Member, Escondido Chamber of Commerce & Cyclist
Dear Amgen Selection Committee:
Few events have been as mutually beneficial to all parties as the 2009 Tour of California that finished in Escondido. For our city and its businesses, thousands of people crammed the race route and finish line in our downtown business district. For race participants, the enthusiastic, if not wild, reception they received from the community was extraordinary by any comparison, enhancing media commentary and coverage.
The race participants were enthusiastically – if not wildly – received, giving the event an extraordinary level of energy. For the race organizers, the city proved more than capable in providing the logistics. There’s no doubt at all these conditions will once again prevail if Escondido is chosen as a host city in 2013.
Sincerely,
Dick Daniels Escondido City Councilmember from 2006 to 2010
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2013 Amgen Tour of California Proposal Race Operations Commitment
The City of Escondido, the Escondido Chamber of Commerce, downtown businesses, cyclists and the entire community are eager to see the Amgen Tour of California return to Escondido. As the overall finish for the 2009 Amgen Tour of California, the City of Escondido demonstrated its ability to not only fulfill host city requirements, but amass the largest spectator crowd in race history. We are confident we can do it again, and even better than before!
The following is a summary of the support the City of Escondido will provide:
Primary Contacts – Local Organizing Committee Co-Chairs Joyce Masterson, Assistant to the City Manager City of Escondido, 760-839-4621; [email protected]
Michelle Geller, Management Analyst/Economic Development City of Escondido, 760-839-4587; [email protected]
Public Safety: Escondido Police Department Co-Chairs Lt. Tom Albergo, 760-839-4901; [email protected] Lt. Mike Loarie, 760-644-1065; [email protected]
Summary of Services: Local police services in coordination with CHP, Caltrans, San Diego Sherriff’s Office, Tour’s motor and road marshals, Public Works, and other groups associated with providing safe road closures and general public safety
Public Safety: Escondido Fire Department Chief Russ Knowles (Fire/EMT Services), 760-839-5400; [email protected] Chief Herb Griffin (Fire Prevention/Permits), 760-839-5400; [email protected]
Summary of Services: Public safety/fire/emergency medical and ambulance services in coordination with the Escondido Police Department, Palomar Medical Center and other appropriate public safety agencies and groups; fire-related permitting issues, i.e., tents, propane use, safety lanes, etc.
Public Works and Road Services: Community Services Department Daniel Young, Streets & Parks Maintenance Supt. City of Escondido, 760-839-4885; [email protected]
Summary of Services: Road services and course safety, detour management and equipment, street repair, printing/posting of No Parking signs; coordination of route needs; consults on other road and route issues.
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Permit Services Michelle Geller, Management Analyst/Economic Development City of Escondido, 760-839-4587; [email protected]
Summary of Services: Coordination of all city permits/permit requirements, and fees.
Resident/Business Notifications Joyce Masterson, Assistant to the City Manager City of Escondido, 760-839-4621; [email protected]
Summary of Services: Notification of residents and businesses within the City limits via road signs, utility bill inserts, and media partnerships.
Hotel and Meal Accommodations TBA (Recruitment Underway), Special Events/Economic Development Coordinator City of Escondido, 760-839-4631
Summary of Services: Secure and manage hotel-related needs (rooms, meals, auxiliary space); secure housing/rates for additional housing groups, assist with housing assignments as needed; serve as liaison between Tour and hotels
Media/Public Relations Joyce Masterson, Assistant to the City Manager City of Escondido, 760-839-4621; [email protected]
Summary of Services: Assist with local media inquiries, schedule local news conferences, interviews, appearances, etc.; assist Tour with developing local media partners and with other aspects of media relations.
Waste Management & Portable Toilets Andy Villalobos, Maintenance Supervisor City of Escondido, 760-839-4868; [email protected]
Summary of Services: Responsible for placement of portable restroom facilities in locations mutually agreed upon by the City and the Tour’s technical director; waste management and trash removal services during and at the conclusion of the event.
Lifestyle Festival & Ancillary Events Michelle Geller, Management Analyst/Economic Development City of Escondido, 760-839-4587; [email protected]
Summary of Services: Allocation of the downtown area for festival stages; coordination of all city permits and fees; access to electricity; parking coordination.
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Volunteers TBA (Recruitment Underway), Special Events/Economic Development Coordinator City of Escondido, 760-839-4631
Summary of Services: Recruit and schedule local volunteers, develop job descriptions for local needs; coordinate volunteers with technical committee and public safety.
Awards Joyce Masterson, Assistant to the City Manager City of Escondido, 760-839-4621; [email protected]
Summary of Services: LOC will provide 10 floral bouquets to be using the awards ceremony. LOC will also provide at least one unique gift for the first place winner.
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2013 Amgen Tour of California Proposal Hotel, Parking and Meal Options
ACCOMODATIONS
Although Escondido does not have any three-star hotels, there are numerous such accommodations in neighboring communities. In keeping with the collaborative approach to regional economic development among the five North County cities of Escondido, San Marcos, Vista, Carlsbad and Oceanside, we recommend the following selection of three-star hotels:
San Marcos Residence Inn by Marriott 1245 Los Vallecitos Boulevard, San Marcos, CA 92069 Sales: 760-591-9828
Hampton Inn San Marcos 123 Carmel Street, San Marcos, CA 92078
Vista Hyatt Place San Diego/Vista-Carlsbad 2645 South Melrose Drive, Vista, 92081 760-814-8879
TownePlace Suites by Marriott Vista 2201 S. Melrose, Vista, CA 92081 760-216-6010
In addition, we also recommend the following hotels in Rancho Bernardo, a community of the City of San Diego, which is approximately 10 miles from the center of Escondido:
Ranch Bernardo Inn 17550 Bernardo Oaks Drive, San Diego, CA 92128 1-866-599-6674
Courtyard by Marriott San Diego – Rancho Bernardo 11611 Bernardo Plaza Court, San Diego, CA 92128 866-599-6674
Holiday Inn Express North San Diego – Rancho Bernardo 17065 W Bernardo Dr, San Diego, CA, 92127 866-599-667
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MEALS
Team Dinner The LOC will work with Tour organizers and the team hotel to provide three dinners on three consecutive nights for the athletes and team support personnel per the menu specifications provided by the Tour’s Operations Director.
Team Breakfast The LOC will work with Tour organizers and the team hotel to provide three breakfasts for three consecutive mornings for the athletes and team support personnel per the menu specifications provided by the Tour’s Operations Director.
Media Lunch The LOC will provide lunch on the day of the overall start for approximately 175 working media, in an area adjacent to the designated media workroom. Coffee for 30 will be provided at the Media Check-in tent 1 hour prior to the start of the race.
Team/Staff Boxed Lunches The LOC will provide approximately 600 boxed lunches for two days for the teams and staff in accordance with proposal menu requirements.
Staff Per Diem The LOC will provide a dinner per diem of $15 per person for approximately 410 people.
PARKING AND AUXILIARY SPACES
Parking Requirements Escondido and its private sector partners will meet the Tour’s parking requirement obligations in conveniently located City-owned and private parking lots. If a stage finish or start location other than the traditional downtown area is needed, Escondido will arranged the auxiliary space/room needs near to the new location.
Media Office and Work Room It is anticipated that the media office and work room likely will be in several salons of the California Center for the Arts Escondido.
Press Conference Room It is anticipated this will be in the City Council Chambers at City Hall.
Medical Office Will be placed at the location of the Tour organizers choosing.
T1 Lines The City will provide two T1 lines at a mutually determined area.
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2013 Amgen Tour of California Proposal Route and Festival Options
Route
City officials are committed to working with Tour organizers in determining the best race routes. It is well recognized that the Palomar Grade was an exciting and challenging route in 2009 and the City would like to see it included in the 2013 race. However, for the first day of the race, the City of Escondido recommends a start with timed trials that highlight Downtown Escondido. Sample routes are listed on the following pages.
It would be our recommendation that if the Tour wants to include the Palomar Grade in 2013, it should be included as part of the race stage for Monday, May 13, with downtown Escondido again serving as the start of that stage.
Festival
The festival area would once again be in downtown Escondido. An expanded festival footprint in Escondido would include interactive activities in the Kid’s Zone, expanded bike valet services to include stroller and skateboard parking, and increased entertainment options to maximize attendance. The festival would also include a Food Court, with gourmet food trucks and could possibly include a craft beer and wine tasting garden with a farmer’s market-type ambience. Pay-per-seat bleachers could be positioned in key viewing areas to allow spectators the option of purchasing reserved seating. Informational kiosks, positioned throughout the Festival, would provide printed maps of the Festival footprint, including race day activities, entertainment, dining options, coupons, and key locations for noise maker distribution.
Transportation
In 2009, the LOC successfully organized and executed free shuttle service to and from satellite locations, the race start and finish in order to maximize race attendance. In addition to shuttle service from satellite locations to the race start, the LOC will explore valet parking options to further optimize attendance for the 2013 Amgen Tour of California.
11 Escondido Sample Route – 2.1 Mile Prologue Course
1. Head southwest on Valley Pkwy toward N Juniper St
0.2 mi
2. Take the 3rd right onto N Broadway
0.6 mi
3. Turn left onto W Mission Ave
0.3 mi
4. Turn left onto N Escondido Blvd
0.7 mi
5. Turn left onto W Grand Ave
0.4 mi
12 Escondido Sample Route – Time Trial
1. Head northeast on Sherman Pl toward N Broadway
43 ft
2. Take the 1st left onto N Broadway
0.2 mi
3. Turn left onto W Washington Ave
0.3 mi
4. Take the 1st right onto N Escondido Blvd
1.0 mi
5. Turn right onto W El Norte Pkwy
2.6 mi
6. Turn right onto N Citrus Ave
1.0 mi
7. Turn right onto Bear Valley Pkwy
1.6 mi
8. Turn right onto Idaho Ave
1.3 mi
9. Continue onto E 15th Ave
0.4 mi
10. Turn right onto S Escondido Blvd
0.9 mi
11. Turn right onto W 2nd Ave
0.5 mi
12. Turn left onto S Ivy St
13 Escondido Sample Route – Time Trial
1. Head north on N Broadway toward E Park Ave
0.2 mi
2. Turn left onto W Mission Ave
0.3 mi
3. Take the 1st right onto N Escondido Blvd
0.7 mi
4. Turn right onto W El Norte Pkwy
0.2 mi
5. Turn left onto N Broadway
1.5 mi
6. Turn right onto Rincon Ave
0.3 mi
7. Turn right onto N Ash St
3.1 mi
8. Turn left onto Oak Hill Dr
1.0 mi
9. Turn left onto S Midway Dr
1.6 mi
10. Turn right onto El Norte Pkwy
0.7 mi
11. Turn right onto N Citrus Ave
1.0 mi
12. Turn right onto Bear Valley Pkwy
1.6 mi
13. Turn right onto Idaho Ave
1.3 mi
14. Continue onto E 15th Ave
0.4 mi
15. Turn right onto S Escondido Blvd
1.0 mi
16. Turn right onto W Grand Ave
14 Escondido Sample Circuit Route
This is a circuit that goes north, then makes its way east skirting Palomar Mountain, goes by Lake Henshaw, stays on Highway 78 until Santa Ysabel where it takes a right through Ramona. Ramona, right on Highland Valley, right on Bandy Canyon, left on Highway 78 through the San Pasqual Valley by the San Diego Zoo Safari Park. Once in town, it takes a left on Idaho, right on Escondido Blvd. and right on Grand Avenue, ending in the heart of Downtown Escondido.
15 Escondido Sample Stage Route
This 118 mile route features several climbs that should be manageable for the Peloton. Inevitably, any Escondido stage route 100+ miles has hills (we are in San Diego County). This route has some hills, but most are manageable for the sprinters and should keep the teams relatively whole, yet challenged.
It starts by going up Wohlford grade (900’ hill), goes by Valley View Casino, down into the valley by Harrah’s Casino and comes back up a small hill, turns left at 76 Hwy by Pauma and Pala and then right at Pala Highway (a good road with an 800’ climb), dives down to Temecula by Pechanga, and then back up a hill (De Luz Rd.) rolling hills until they get into Fallbrook, then take Mission over to Rainbow and down Rice Canyon back up Couser to Lilac (right), to Bonzall and then come back to Camino Del Rey, Laurence Welk Frontage Rd., Jesomond Dean to Broadway and up Grand Avenue ending in the heart of Downtown Escondido.
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2013 Amgen Tour of California Proposal Marketing and Public Relations Plan
Aggressive marketing and public relations outreach by the 2009 LOC generated more than $1.8 million in editorial coverage and 60 million impressions for the final stage of the race alone. We intend to repeat that effort.
The following is a summary of the City of Escondido’s preliminary 2013 Marketing and Public Relations plan. If awarded the start in 2013, we anticipate expanding upon this initial plan.
WEB-BASED OUTREACH
Web site and Social Media • Develop a micro site on the City’s web site shortly after being selected as the race start. The site will include sponsorship opportunities, as well pertinent race information including hotel reservations, local activities, suggested family bike rides, race-day logistics, viewing spots, FAQs, etc. To drive traffic to the micro site, the City of Escondido will launch a pay per click campaign with key search words to optimize rankings in the consumer search for the race with our micro site. In 2009 the micro site link at the time showed up in the top 5 links regarding the Amgen Tour of California and the overall finish. • Create a cohesive community outreach by linking all messaging from community groups such as the Escondido and San Diego North Chambers of Commerce, the City of Escondido and the Escondido Downtown Business Association, to the new micro site which will be updated daily in the weeks preceding the race. • Request reciprocal link to microsite by all partners, sponsors, cycling-related businesses and cycling related organizations • Create Facebook and Twitter accounts (likely facebook.com/ESCTOC and twitter.com/ESCTOC • Create board for tour photos on City’s Pinterest site
SPEAKING ENGAGEMENTS
Provide speakers to various community organizations including the following:
• Rotary Clubs • Hidden Valley Kiwanis Club • Escondido Chamber of Commerce Board Meeting • San Diego North Chamber of Commerce Board Meeting • Neighborhood Group meetings • Downtown Business Association
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MEDIA EVENTS AND RELEASES
The following is a recap of the activities conducted in 2009 which would be repeated in a similar way in 2013:
• Secured a team Jelly Belly personal appearance at a local school and television station • Organized Palomar Mountain Challenge ride with the Escondido Mayor and the San Diego North CVB’s CEO • Assembled a robust pitching schedule to include national, regional and local media outlets including local angle stories • Provided News releases to local media whenever new information was provided, and posted to “What’s News” section of city home page • Conducted news conferences at various milestones prior to the race
EDUCATIONAL PROGRAM
• Repeat extensive community outreach that was done in 2009 with the Escondido School District, taking advantage of the curriculum provided by AEG.
MARKETING/COMMUNITY OUTREACH
• Hang street banners to publicize/welcome race • Place flyers and posters along the route with the City limits with emphasis on the Downtown • Post Public Works signage at street closure sites 72 hours prior to event • Include insert in Utility bill (2-sided English/Spanish) • Distribute e-mail notices to City’s nearly 1,000 employees as new information is available • Coordinate with local Chambers of Commerce, CONVIS Bureaus, and bicycle clubs to distribute emails/materials to their members • Distribute Fact Sheet mirroring information on Web pages to neighborhood groups via Neighborhood Services • Provide periodic updates at televised/video streamed City Council meetings • Display messages on community electronic signs, Escondido Channel (Ch. 19 Cox Subscribers, Ch. 99 AT&T U-Verse) • Create a 30 second introduction video in conjunction with the official host city announcement • Create a 2 minute stage route video in conjunction with the official host city announcement
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ANCILLARY EVENTS
Community based events including:
• Rides held by local clubs, teams and bike shops occurring over the weekend before • Tie in with Tuesday Farmer’s Market in downtown Escondido • Tie-in with Cruisin’Grand event on two preceding Fridays in downtown Escondido • Possible concert on the Thursday preceding race in new Maple Street Pedestrian Plaza in downtown Escondido
PRIMARY MEDIA OUTLETS
Print • San Diego Union Tribune (print and online package) • North County Times (print and online package) • Escondido Magazine (Article well in advance of race as well as month before) • Escondido Parks and Recreation Brochure (Article in Spring issue)
Radio
• List of Local Stations: o KSDS 88.3 FM o KPBS 89.5 FM o KSOQ 92.1 FM o KMYI 94.1 FM o KSON 97.3 FM o KIFM 98.1 FM o KFMB 100.7 FM o KGB 101.5 FM o KPRI 102.1 FM o KLQV 102.9 FM o KPLN 103.7 FM o KIOZ 105.3 FM o KLNV 106.5 FM o KOGO 600 AM o KFMB 760 AM o KKSM 1320 AM • 30 and 60 second commercials, PSAs and promotional mentions (with select stations) • Live and pre-recorded interviews pre-race; promotional giveaways • Live interviews on race day • Promotional booths
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Television
List of Local TV Stations
• Channel 8 - KFMB • Channel 10 - KGTV • Channel 15 - KPBS • Channel 17 – KBNT "Univision 17" • Channel 39 - KNSD • Channel 51 - KUSI • Channel 69 - KSWB
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2013 Amgen Tour of California Proposal Local Organizing Committee Plan
Advisory Committee (City Council, City Manager, Escondido Chamber of Commerce, North County Chamber of Commerce, LOC Co-Chairs)
Local Organizing Committee will consist of the following subcommittees:
Parking/Ancillary Space Sponsorships Hospitality/VIPs School/Community Outreach/Marketing Media Relations/Public Relations Sales/Partnership Festival Community Events Volunteers Hotels and Meals Gala Ceremony Breakaway (if chosen)
Many of the Chairpersons for each subcommittee will be city employees or community members who were previously involved in the 2009 Amgen Tour of California. Each subcommittee will include city staff members, members of the Chamber of Commerce and the general public.
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2013 Amgen Tour of California Proposal Financial Commitment
The City of Escondido is dedicated to bringing the Amgen Tour of California back to Escondido in 2013 and has committed to raising or supplying the approximately $475,000 needed to cover host city requirements for the start. This will be don e primarily through sponsorships and in-kind services. I t is the City’s intention to aggressively begin its fund raising efforts immediately upon submission of this proposal.
As the host of the overall finish for the 2009 Amgen Tour of California, the City of Escondido demonstrated its ability to not only fulfill host city requirements but amass the largest spectator crowd in race history. Having demonstrated the ability to effectively collaborate with various community groups and garner local and regional support, we will build upon the momentum and reach out to new strategic partners, to increase overall awareness and heighted support for the 2013 race. Those partnerships will play a key role in community outreach, branding overall awareness of the sport, spectator attendance, and fund raising initiatives. Contact has already been made with several key individuals and organizations which previously sponsored the 2009 event in Escondido.
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