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LOC Symposium March 3, 2009 Jefferson City, MO Welcome

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LOC Symposium March 3, 2009 Jefferson City, MO Welcome Introductions • Governor and Lieutenant Governor’s Office, Medalist Sports, KOM Sports Marketing, Tour of Missouri 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 Christian Vande Velde, 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 once 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
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