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2013 Tour of Alberta Event Recap

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