LOC Symposium March 3, 2009 Jefferson City, MO Welcome

Introductions • Governor and Lieutenant Governor’s Office, Medalist Sports, KOM Sports Marketing, Key Staff • Key Partners: Missouri Division of Tourism, Missouri State Highway Patrol, Missouri Department of Transportation, Missouri Bicycle and Racing Federation, AVF Creations, Media (various) • Local Organizing Committees – 11 Host Venues Key Staff State • *Jerry Dowell, Executive Director • *Stacey Blomberg, Project Manager • *Gary McElyea, Public Relations

Medalist Sports, Event Management Key Associates • *Chris Aronhalt, Managing Partner / Project Director • Website: Brian Kelly, AVP • Jim Birrell, Managing Director / Race Director • Sales: *David Rachel, Pinpoint • *Kelly Greene, VP Events / Venue Director • Expo Sales: *Mike Weis, Big Shark • Virginia Kavanaugh, VP Client Services • *Chuck Hodge, Technical Director • *Elaine Keller, Operations Director • *Larry Gonzales, Production Director • *Jeff Corbett, Asst. Technical Director

KOM Sports Marketing, Sponsorship/Marketing and Communications • *Steve Brunner, Sales & Marketing Director • *Priscilla Visintine, Public Relations Director • *William Younce, Press Operations Director • Marshall Swartzendruber, Sales manager * = in attendance Symposium Objectives

• Sharing of ideas and thoughts • Sharing of Tour’s planning and approach • Review of expectations and requirements • Create synergy between all partners State Support

• The economic impact on our state. • The attraction of tourists and spectators to Missouri • Visitors to large and small cities and towns • Allow visitors to experience the state’s sites, scenes • The emphasis to promote physical fitness in our state and nation. • The opportunity for support for a charity organization • Provide a free world-class sporting event to its people • Enhance quality of life for state residents by experiencing an international event

4 2009 Event Dates September 7-13, 2009 UCI Ranking 2. HC (one of top 5 outside Europe) Television Tbd-national , FOX Sports Midwest / KC Live Web coverage (3 hrs daily) tourofmissouri.com Teams 15 - elite-only 2008 Champion , USA Sanctioning The Tour of Missouri is now ranked as one of the top International Cycling Union, USA Cycling five races outside of Europe. A meteoric rise for an Presenting Partner event only two years old. Missouri Division of Tourism Impact for Missouri

• Estimated 434,000 spectators

• More than 85,000 spectators visited the Health & Wellness Expo

• $30 million in economic impact for the state (three times even industry standard) Lt. Gov. Peter Kinder, on success of the 2008 Tour of Missouri.… "The 2008 Tour of Missouri was a great success. Despite challenging weather with the remnants of • 69% of non-local Missourians said the Hurricane Ike passing through during many days of the competition, and a weakened national economy, ToM was important in planning their trip we were again able to present the largest sporting event ever held in the State of to MO Missouri. With the help of our countless volunteers and wonderful host cities, I am proud to report that the 2008 Tour of Missouri trumped the outstanding • 139 countries viewed action during the economic impact of last year’s race. Live webcasts This year’s race brought nearly $30 million of economic impact to our state. Our fan base was resilient and came out to see one of the most competitive professional cycling events ever to be held on American soil.” Impact Origin of Spectator Make Up

Spectators came from…

• 25 countries • 32 states • All counties of Missouri

Total estimated spectators

• 434,000 total • 303,000 unique • 38% outside state • 62% inside state Impact Spectator Make Up

Gender Male = 58% Female = 42%

Education High School = 15% College = 32% Grad School = 22% Post Grad/ Professional = 18% Other = 13%

Age Age 0-17 yrs = 8% Age 18-25 = 9% Age 25-35 = 26% Age 36-50 = 39% Age 50 + = 18% Impact

Sources of Information Rating of the Event

The top 3 sources of information for Missourians were newspaper, web and The event was rated very highly with spectators. A total of 72% of TV. Newspaper and web had seen significant increases from 2007. Out- spectators rated the Tour of Missouri more highly than other of-state visitors were much more likely to rely on the web for information, professional sports events they had attended in the last 12 months. even more so than in 2007. Impact

TELEVISION Highlights WEB Highlights • More than 3.1 million regional and • Live: Combined total of 26 hours live national television viewers through on the web, including viewers from Versus Network and FOX Regional 145 countries and a combined broadcasts (set on right) 332,000 unique visitors over seven • 30-minute preview syndicated to four days state markets and nine states • Static: 1.1 million unique visitors to the through FOX Sports Midwest and website for the year Fox Kansas City • Average user 16.6 minutes on site, • Estimated 85,000 of closed circuit three times average sites telecast at finish lines over seven • 330 million web impression days • More than 100,000 views on sponsor • Video news releases picked up in 21 information and ave. of 86,000 per countries sponsor block ads viewed • Video news releases picked up in 12 states Impact

PRINT Highlights An 8-page advertorial (sample page below) in • 16 million newspaper impressions Chicago Tribune travel section in November, through placed advertising circ. 422,000 • 15.3 million magazine impressions through placed advertising • 8-page advertorial in Chicago Tribune, circulated to more than 400,000 • 80,000 Event Guides, inserted into VeloNews, national newsstand • 75,000 Map Guides distributed • 100,000 Rack Cards distributed • 10,000 Hero Cards distributed Impact Summary Broadcast, Print and Web Clips generated in 8 months for the Tour: • 463 million NEWSPAPER impressions with a value of $2.1 million* • 330 million WEB impressions • 5.3 million MAGAZINE impressions • 800,000 TV viewers on Versus • 145 countries viewing Live Webcast • 12 States running ToM Video News Releases • 26 Countries aired ToM Video News Releases • estimated 5.6 million show for billboards State Tourism Objectives

• Produce One of North America’s Premier World-Class Pro Cycling Events – 2.HC UCI Ranking • Create Positive Economic Impact for the State of Missouri and Host Communities • Promote Tourism: Showcase the State and Host Communities Locally, Regionally, Nationally and Internationally • Teach Missourians about Healthy Living Missouri Tourism

• MDT is providing management assistance by dedicating a staff member to planning and oversight of the project

• Marketing initiatives will be implemented by MDT to promote the race.

• MDT has a link on the VisitMO.com homepage. The Tour of Missouri website (tourofmissouri.com) has a reciprocal link.

• Research is an important component of this project. MDT is working with the Tour of Missouri and IFM- Tourism Economic Research Initiative Lt Governor Peter Kinder

Welcome

(Tour of Missouri marketing video) Educational Curriculum

• Cycling used as a platform to teach 3rd-5th graders about core subjects: Math, Science, History, Geography, Language Arts • Also teaches Bike Safety and Health/Fitness • LOC receives Curriculum Handbooks for distribution to local school systems • Ancillary Ideas: School Assemblies; Adopt a Country; School Field Day during Tour Case Study Rolla and Kansas City Marketing Brand Development

• Must use Style Guide and graphics (use of look and feel, colors schemes, taglines, key art…style guide posted on line) • Templates with various dimensions posted on line beginning March 16 • Sample of look and feel below Marketing Campaign

• All artwork used off ‘key art’ (right) • Logo and Cycling’s Best Conquer The Midwest • Use of Christian Vande Velde, the 2008 race winner • Integration of map • Three elements always included: date, logo and website • Where possible: specific route information or city information (specific to each market) Marketing Phases

Milestone Phases and Marketing Tools Inclusion in Initial Collateral • Announcement, Press Conference Teaser: Feb - June • Posters, Brochure, Website, PR, grass roots, trade ads Pre-Event: August • Billboards, Collateral, Website, TV, Radio, Press Tour; clinics, trade ads Event Time: September 7-13 • Event Guides – national; event map, collateral at retail; radio, TV PSA and preview show, presence marketing; Rack Card appearances by athletes, live event, presence Marketing Television Plans

Case Study – St. Louis KMOV and Regional Plans KMOV.com

• Fox Regional networks (Midwest, Kansas City) • Pre-event :15 sec. and :30 • 30-minute daily re-cap stage of each stage sec. PSAs, two weeks • Airs at 11 pm nightly (unless stipulated) • Guests on local programming (morning shows, morning magazine) National and International Plans • Live airing of last hour of • Tbd (negotiation with Versus and Universal Sports) race • 30-minute daily re-cap stage of each stage • Live all week, KMOV.com • Airing: tbd • Integrated weather forecasts Marketing Web Plans – general site

• General news • City highlighted information (see current site) • Links to specified websites (ie www.YOURCVB.COM) • Route information • Race information (ie teams, riders) • Archived photos • Archived results from past events • Link to merchandise microsite • Link to national sponsors • Link to tourofmissourifanzone Marketing Web Plans - fanzone

The Tour of Missouri set an historic first for a major sporting event when it launched its own interactive fan zone where fans as well as host cities and sponsors could post photos and video. Cities will be able to: • Create their own channel (ie Ste. Genevieve) • Merchandise in local sponsors, local eateries and promote desitinations (text, photos, videos) • For preview (see image, right), go to: www.tourofmissourifanzone.com Marketing Web Plans – During Race

• Minimum three hours per day • Video player embedded • Tracking race via GPS • Rider and team information • Running blog of race • Live chats and audio commentary Marketing Radio Plans • (8) market promotions in midwest, incl. Kansas City and St. Louis • Tied back to retail bike shops • *gifts and tiered giveaway packages to co-op with LOCs Print Plans • 32-page guide in VeloNews, late August • Ads in bike trade publications • Ads and inserts in KC Star and St. Louis Post-Dispatch (see right)

Retail Plans • (400) bike shops in Midwest • Premise promotion at bars & restaurants Marketing Media Partners - local LOCs are encouraged to seek out the following media partners: • Television (local affiliate or cable entity) for trades for PSAs, preview show, on-air appearances, and ads and promotions back on their websites • Radio (1 – AM, up to three demo specific FM) for trades for PSAs, on-air appearances, remotes day-of event, and ads and promotions back on their websites • Newspaper / Magazines / Websites for trades on ads in newspaper and on specified areas of their websites (can create specified and preferential access during the event incl. athlete blogs) • Billboards / Outdoor space – the tour can provide the creative for billboards and will provide additional banners for hanging in public displays Marketing Marketing and PR Tools for LOCs Video Available • 3-minute DVD highlight reel Current • 15 sec. PSA (12 with open 3 tag) August 1 • 30 sec. PSA (25 with open 5 tag) August 1 • (4) 30 sec. Vignettes (25 w/ 5 tag) Current • 30-minute preview show August 23 Website • Tour of Missouri social website (ie Fanzone) – upload photos, videos (create your own channel) • Tour of Missouri website Current • Web ads (banner, tower, box, tile) Current Tools available in ‘Marketing’ folder on: Radio • 30 sec. PSA (25 with open 5 tag) Current - www.tourofmissourimedia.com Print - Sign In (sign up and after 24 • Print Ad (full page and half page) Current hour access granted – 1st time) • Posters (11 x 17” and 20 x 26”) Current - Enter User / Password • Banner templates Current - Download information from • Key photography Current marketing folder • 20 x 26” Wall Map Guide Aug. 23 • Event Guide, 32-pages Aug. 23 Marketing Vignette Sample

St. Joseph Operations Staff and Entourage

• 625 entourage members • 30 traveling functional groups + pro teams • 75 traveling course marshals • State police escorts; 25 motor marshals • 300 media members annually • 400 hotel beds per night • 120 cars • 600 miles of road closure • 800 meters of panel fence each day • Seven tons of steel erected – most mobile • Four TV productions; two internet live feeds • Average daily travel = 120 miles • Average speed of cyclists = 24 mph Operations Team and Staff

Team Hotels • Location; configuration • Efficiency -based on European etiquette Team Meals • Sample meal menus - (high carb, lean protein) • Meal times - backed out of start and •finish times • Meal location – at HQ hotel Parking Requirements • Team Parking – 12-15 spaces per team • Access to water & power Staff Hotels • Lasting impression of your city • Smooth logistics invaluable to Tour success Staff Meals • Box Lunches – menu & delivery – reliable vendors Volunteers Tour will Provide a Volunteer Coordinator • Identify Local Volunteer Coordinator • Recruitment/Website • Contact info integrated • Excel Spreadsheet for download

Jobs • Course Marshals • Media Local Sponsor Employees • Hospitality • EXPO Volunteer Orientation Meetings • Security • 2 weeks prior to Tour • Medical Control • Site Decoration/Restoration Day of Operation • Check-in & Waiver • Placement/Deployment Map *** Assign Positions prior to Orientation • Official T-shirts -bright green Volunteer Appreciation Party

30 Merchandise

All Custom Apparel • Official Licensee for all apparel • Official licensee for on-site sales (event day) • Official Licensee for • Pre-package program jerseys • Can customize package (ie by stage, city) • Official licensee for socks • Advance orders by May 1 • No consignment Main Contact: Pat Brunk, 719.460.5004 or • Advance orders by May 1 [email protected] Hospitality

• World-class catering • Local Flavors • Program outline includes benefits • LOC passes and program extended to each city • VIP Experiences • Hospitality at Starts • Breakaway Club • Hospitality at Finishes • Sales Opportunities for LOCs (revenue) Technical

Types of Races • Road Race • Traditional Point to Point Race 80-135 Miles in Length • Flat, Moderate, Mountain • Sprints and King of Mountain Elements • Circuits at Start/Finish • Riders Must Finish Within 8-12% of Winner’s Time • Rolling Closure Technical Traffic Management - Caravan Technical

Management • Rolling Closure – “Moving the President” – Big Impact for a Short Amount of Time – Following Traffic, Cross Traffic, Incoming Traffic • MSHP Assumes Total Control • Course Marshals • Street by Street Plan • Traffic Mgmt Company • Freeway Exits • Mass Transit Impact • Spectators • Route Logs Technical

Finishing Circuits • Entry times are updated through command center • Establish a “Gate” for riders off the back

Access to Finishes • Directional signage • Teams and support staff • Caravan vehicles and “on the road” staff

Parking • Secured parking for functional areas • Teams, staff, police, VIPs, etc. • Volunteer supervisor and parking team

Caravan Deviation • Vehicle pull off 200-500 meters before finish • Should lead to team parking area Technical Law Enforcement On the road • MSHP serves as lead police agency • Manages “rolling closure” between starts and finishes • Escorts the race in all locations •Detail receives special training in race protocol • Local PD/ County are never in the caravan

At the Finishes • City law enforcement plays critical role as race transitions into and out of city • Mainly “fixed post” locations for a “hard closure” • Work with local volunteers and LOC

Coordination Meetings • Meeting of all agencies and race to review responsibilities • Establish lines of communication and decision making Technical

Law Enforcement – Command Center

Needs • Needed at finish locations. • Race will provide a staff member as liaison

Information Relay • As race moves down the road the location and speed is relayed back to the Command Center • Any incidents or issues at the finish can be relayed back to the race • Any agencies involved at the finish should be in communication Technical Volunteers for Race Course

Volunteer Marshals • Assist police at minor intersections, driveways, etc. • Local volunteer coordinator works with police department to determine best placement • TOM Staff will provide handbook and on-site training

Race “Traveling Marshals” • Assist police at major intersections by directing the race • Limited in number – 75 to cover entire course • Will usually be placed at turns and any dangerous sections Technical Start & Finish Lines

• The event begins with the closure of a street block, and /or parking lot, clearing cars to create space • Timing depends on event type, and location of street closure • The Production Director will modify load-in schedules to build tents in areas without having to close streets wherever possible • The tour travels with staging, sound, generators, fencing and truss, tenting, big screens, monitors, and signage • Overnight security is typically needed • Hospitality tents occur at each start and finish venue • Predetermined parking locations are reserved and held for teams, staff, vips, local media, and vendors • LOC ancillary activities are encouraged • On-course LOC activities must be cleared with the tour operators Technical Finish Lines

• Tour build crews arrive the evening prior to the finish • Festival and hospitality tents are usually built the evening prior to the event • Two blocks of closure at each finish line is initially required • Additional streets are gradually closed as the build expands, and the cyclists approach • Over 30 festival vendors travel each day to finish cities • Festival vendors are provided with specific hours to load into the event site. Duration of hospitality and festival is 4 hours • Awards Ceremonies occur daily after the race concludes • Following awards, the finish line event site can be cleared within 5 hours • Circuit fencing is removed first, to reopen streets, and the closure returns to its initial size Production Announcers Stage Production Signage Crews- Banners Production Hospitality Tenting

44 Production EXPO Tenting

45 Production Awards Stage

46 Competition World’s Best Come To Missouri • Significance of Upgrade of race • Teams (announce at least six in March, including Garmin and Columbia-High Road, both teams) • Caliber of athlete • International platform for cities Sponsorship

• Tour has several exclusive sponsor categories Tour Exclusive Categories (see list right) that cannot harbor local (as of March 4, 2009) sponsorships. • State Tourism • Tour provides assets for packaging, including • Alcoholic Beverage • signage • Financial Services • hospitality passes • expo space • Hotels • tagging on promotional / collateral material • Quick Service Restaurant • local promotion rights • Health Care (ask about) • media (as packaged with local media partners) • Insurance • Many cities printed additional informational •Wine guides and brand local sponsors (and national • Telecom partners) Sponsorship

Suggested levels for sponsors (based on historical standards over the past two years):

• Host of Stage (1) = $15,000 to $25,000 • Associate Sponsors (4 to 8) = $5,000 to $10,000 • Suppliers / Patron (unlimited) = value-in-kind products (ie food) or between $1,000 to $2,500 Approval Process 1. Send proposal to Kelly Greene, [email protected] 2. Receive written approval from MSI / KOM Sports Sample of Tour designs into local marketing (right)

Case Study Jefferson City Creation of Special Events to augment sponsorships pitches Local sponsor logos tagged here Sponsorship

Suggested levels for sponsors (based on Sponsorship Sales Strategy historical standards over the past two years): • Set financial goal, prospect for leads • Host of Stage (1) = $15,000 to $25,000 and schedule meetings • Associate Sponsors (4 to 8) = $5,000 to $10,000 • Develop proposal with Tour • Suppliers / Patron (unlimited) = value-in-kind provided Sales products (ie food) or between $1,000 to $2,500 template/recommendations/guideli nes Approval Process • Use Tour materials (DVD, 1. Send proposal to Kelly Greene, letterhead, demographics, etc.) [email protected] • Provide Tour with details of 2. Receive written approval from MSI / KOM Sports proposal for Sample of Tour designs into local marketing (right) approval as the Tour delivers Case Study sponsorship benefits Jefferson City • Engage Tour personnel for key Creation of Special Events to augment meetings and proposal input sponsorships pitches LOC Sponsorship Assets

• Pre-Race Publicity • On-Site Exposure (Race Day) – banners, PAAs, etc • Hospitality • Health & Wellness EXPO Booths • Marketing Collateral – posters, flyers • Website – sponsor logos • VIP Experiences • Ceremonies and Awards • Official Tour of Missouri Guide • Media – Print, TV, Radio exposure • Merchandise Opportunities • Big Screen Commercials • Local Media Tour Sponsorship Integration Community Spirit Award, presented by Missouri Farm Bureau Beginning in 2008, Missouri Farm Bureau has partnered with the Tour of Missouri to present the Farm Bureau Community Spirit Award, which will go to the city that presents itself well during the 2009 Tour of Missouri.

Criteria include: • Size of crowd • Local marketing innoviation • “Espirit d’Corps” • Community outreach

Last year’s winner: City of Saint James

Missouri Farm Bureau awards a trophy as well as a special community gift on the final day in Kansas City. Local Organizing Committees LOC Formation, Roles and Responsibilities • Working Committee Structure • Credentials

Contact Info and Communication Flow • Key Staff •LOC

LOC Meetings and Timelines • Weekly • Staff Attendance Monthly • Status Reports

Insurance & Contracts

County and Permits • County on LOC

Post Event Debrief Host Highlights

Start Finish • Autograph alley (right) • Interviews with athletes • National Anthem • Awards Stage (below) • Hospitality • Press Conference • Athlete accessibility • Autograph Tent (below) • Health Expo • Live telecast & finish • Hospitality Ancillary Events

Tour of Missouri 55 Local Ancillary Events

Case Study Bike and Blues Festival, St. Joseph, Mo. Highlight: The 2008 overall start city of St. Joseph had a cross promotion with Sacramento, the overall start city for the 2009 Tour of , promoting the two cities link of Pony Express where an endurance cyclist rode from Sacramento to St. Joseph (see photo below). Ceremonies & Awards

Start Line Ceremonies • National Anthem and Color Guard • Integration of Mayor/Local Officials • Official Starter

Finish Line Ceremonies • City Official Integration Prior to Ceremony • LOC opportunity for 3rd, 2nd,1st place “Awards Presenters” • Local Sponsors and/or local dignitaries • Mayor or City official (Local unique gift) • Jersey Presentation: National Sponsors

Resources • LOC to supply flowers for awards • 8 bouquets • Unique Gift from the City TELL THE STORY OF YOUR AREA! 57 Missouri Health and Wellness EXPO The Tour of Missouri is so much more than just a pro bicycle race. It is also a rolling festival of community events and a vehicle to promote A Healthy Lifestyle. Tthe Tour of Missouri provides a fun and educational interactive spectator experience at all finish line cities with the Tour of Missouri Health and Wellness EXPO This interactive area will include such components as children’s activities, stunt bike demonstrations, sampling opportunities, food/beverage stations and health-focused booths to provide spectators with valuable health and wellness information.

58 Public Relations PR Plan Overview Launch: January 27 Public Relations Tools • Announcement of Host Cities, General Route w/ Map; Press Conference w/ Lt. Governor • Website (host, LOCs) Teaser: March - April • Fanzone • Top team Announcements; new national • Enewsletter (see next page) sponsors; FanZone details; new National marketing plan announced • EBlasts Pre-Event: May - August • Publicity Tour (August) • television and media partners; final teams; top • Press Conferences individuals participating; Expo details; Specific • Press Kit (on ftp site) route information; local ancillary events; pre- event press tour in host cities (August) • Photography (on ftp site) Event Time: September 7-13 • Video archives (on request) • Daily releases; Daily Newsletter (on-site); daily press conferences; VNR; daily telecasts Public Relations “Going Green” and “paper less”

• Tour’s target is international, national trade and Olympic-beat reporters, regional magazines, radio and webs • Tour seeks its releases being re- released by LOC’s PR people; and posted on websites • All PR tools loaded on intranet site (see previous page) to be provided • Enewsletter (see sample right) will be an abridged four-pager send eight to ten times prior to event (as news becomes relevant and available). • Press Conference, locally, are encouraged • Bi-weekly conference calls, after marketing calls, beginning April 6 Media Operations Operational Areas • Press Room – Working area for press room, at only finish locations – Requirements: 30 tables, 50 chairs, wi-fi connection (T1 line), (4) volunteers, (2) hi-speed copiers – Xerox 5000 series preferred, (12) power outlets; 2,000 sq feet – Food for 100 • Press Conference – 1,500 sq. feet – Requirements: (2) six-foot skirted tables; 50 chairs – Tour provides sound system and mich, banners • Start Line (field operations) – Photographers (start line photos) – Tent at Start (with credentials); (2) volunteers needed – Host Area (continental breakfast for 25; inside location proximity to finish) • Finish Line (field operations) – Finish line tent (10 x 40’) with viewing area and monitor of race – Photographers (bibs priority system) – Mix Zone for priority interviews – Host TV set and Host Webcast areas Open Session Question and Answer: Brainstorming

Discussion Topics/Idea Sharing Ancillary Events/Crowd Excitement • Platforms for making it more than a cycling race • Showcase Unique Elements of Community • Engaging local merchants, clubs, organizations, bike shops • National/Local Sponsor Activation

Next Steps: • LOC Meetings APRIL • Route Evaluations • Volunteer Program Commences • LOC Contracts Thank You!

Only 197 Days To Go….