Loading...
HomeMy WebLinkAbout02-21-2017 Item 06 Amgen Tour of California Meeting Date: 2/21/2017 FROM: Derek Johnson, Assistant City Manager Prepared By: Molly Cano, Tourism Manager David Setterlund, Recreation Supervisor SUBJECT: AMGEN TOUR OF CALIFORNIA RECOMMENDATION Receive and file the report regarding the Amgen Tour of California bike race coming through the City on May 16, 2017, and the plans to accomplish this using City staff resources to be reimbursed by the event. DISCUSSION Background Established in 2006 the Amgen Tour of California (ATOC) is an international, world-class cycling road race that features the top elite professional teams and athletes from around the world. It has grown to become the largest professional cycling race in North America, the largest annual spectator sporting event in California, one of the most important cycling events in the world, and a spectacular forerunner to the Tour de France. The 2017 race will mark the first year the race has been elevated to UCI1 World Tour status, making it the only stage race in North America to receive this prestigious classification. For the nine-day event, the ATOC attracts over two million spectators along the course and throughout the various cities and towns it passes through. Based on the ATOC’s self reported data, the average spectator of this race is college educated, environmentally conscious, lives an active lifestyle, and maintains a high average household income. As the largest professional cycling race in North America, ATOC attracts national and international media coverage. The global broadcast viewership is over 11 million through NBCSN, many of whom tune into the final two hours daily of live race coverage. In addition, ATOC’s digital media metrics showed over 750,000 views live streaming the race online with more than 181,000 hours streamed during the race week. (Attachment A– ATOC Information Deck) Over the eleven-year history of the race, the Tour of California course has crossed through the City in various ways ranging from the City hosting a finish stage in downtown for the first three years of the race to passing through the City’s outlying streets as the riders made their way to our neighboring cities. 1 Union Cycliste Internationale, is the world governing body for sports cycling and oversees international competitive cycling events. Packet Pg. 159 6 This year the race will make its way across California from May 11 to 20, 2017. San Luis Obispo County will host the race on Tuesday, May 16 with the start stage in Pismo Beach and the finish stage in Morro Bay. Amgen Tour of California has applied for a special event permit with the City to have the race come through downtown San Luis Obispo as part of the course. Race Route & Impact City staff have been working with the race organizers to identify a course through the City of San Luis Obispo. The proposed race route map is attached to this report (Attachment A). The race will enter city limits on Buckley Road and wrap around to South Higuera then through the downtown before turning from Chorro Street to Foothill Boulevard and out of town. The race will pass through San Luis Obispo within an approximately 15-minute window around 3:00 pm. Race organizers will be working with City departments including: Administration, Public Works (Parking, Streets, Traffic, and Transit), Parks & Recreation, Fire and Police to ensure the closure is smooth and safe. ATOC will reimburse the City for all costs incurred for this event. A mix of rolling and hard street closures (some short term using California Highway Patrol, some longer term using barricades and traffic personnel) will be in place for the race. The Downtown area will have a hard closure with no parking along Higuera Street and Chorro Street for a portion of the day. (Attachment B – Route Map) Staff is aware of the impact that the race will create for residents, businesses and the schools along the course. Staff intends to work in partnership with the race organizers and the Downtown Association to educate and inform those impacted early on to mitigate that impact. Downtown Association’s Community Event The Downtown Association Board of Directors unanimously agreed to support the effort to bring the race through the downtown and is creating a community festival that will be held preceding and immediately following the race. The community festival is designed to encourage community participation in the race by cheering along the sidelines and then invite the fans to experience the downtown longer into the evening. Attendees will have a festive “concerts in the plaza” type atmosphere but will also be able to participate in healthy living activities while enjoying the downtown. The remainder of race will be shown on a large screen to allow the attendees to continue to watch the action of the race. The Downtown Association has created a team of stakeholders to design this event including: downtown merchants and business owners, Bike SLO County, San Luis Obispo Coalition of Governments, RideShare, and San Luis Obispo County Bike Club. Together with this team the Downtown Association will work with the City to educate and inform those impacted by the race in the downtown and surrounding neighborhoods early in the planning process. Next Steps In preparation for the event, staff will be working closely with the race organizers to create the traffic plan for the race which includes the street closures and traffic control specifications. Staff will also be preparing an Incident Action Plan to ensure the safety of our residents impacted by the race route. The City’s Special Events Team is reviewing the special event permits submitted Packet Pg. 160 6 for the race and for the community festival, and is expected to issue the permits with reasonable conditions in March. Lastly, the Staff is developing a communication plan to educate and inform the community about the race, closures, and the festival. Advisory Body Review and Recommendation The Promotional Coordinating Committee (PCC) has reviewed the proposed event including the request for event funding from the Downtown Association for the community festival. The PCC was extremely supportive of the event based noting the positive impact it will have on the community The committee felt strongly that an event of this scale will position San Luis Obispo as an attractive community on a global level. Additionally, the committee was supportive of the community festival as it provided a new opportunity for residents and visitors to enjoy the spirit of the race while keeping the spectators in the downtown. Ultimately, the PCC allocated $5,000 of special event funding to the Downtown Association for the community festival. (Attachment C – Draft PCC Minutes) FISCAL IMPACT There is limited fiscal impact to the city for this event because ATOC will pay the City for all of the direct costs relating to allowing the race to pass through the downtown . These include street closures, public safety, and resident and business owner communications. The City will support the community festival coordinated by the Downtown Association for the extended street closure and functions similar to Farmers Market. Additionally, the Promotional Coordinating Committee has allocated $5,000 in event funding for the Downtown Association for the execution of the festival. ALTERNATIVES The race route from Pismo Beach to Morro Bay and the existing street network requires the race pass through the City of San Luis Obispo. Staff explored alternatives such as having the route connect to O’Conner Way via Los Osos Valley Road and Foothill Road. Another alternative considered was connecting the route to O’Conner via Johnson to California to Foothill. These routes were ultimately dismissed because they did not feature the cultural heart and center of the City. Attachments: a - 2017 Amgen Tour of California Info Deck b - Race Map c - 01-11-2017 PCC Minutes DRAFT Packet Pg. 161 6 1 YOUR CITY, YOUR DATE Packet Pg. 162 6 AEG is the owner/operator of the Amgen Tour of California and the largest Sports & Entertainment company in the world. AEG is the largest owner of sports teams in the world (11), including the LA Kings and the LA Galaxy; the owner/operator of 100+ sports and entertainment venues worldwide, including STAPLES Center and The O2 in London; the #2 concert promoter in the World, producing more than 6,000 concerts worldwide; the owner of L.A. LIVE, the $3 billion downtown Los Angeles entertainment district; and much more. 2Packet Pg. 163 6 AMGEN –TITLE SPONSOR AMGEN TOUR OF CALIFORNIA Established in 2006 the Amgen Tour of California is an international, world-class cycling road race that features the top elite professional teams and athletes from around the world. It has grown to become the largest professional cycling race in North America, the largest annual spectator sporting event in California, one of the most important cycling events in the world, and a spectacular forerunner to the Tour de France. Amgen is the world’s largest independent biotechnology company.Since 1980, Amgen’s scientific and medical discoveries have helped millions around the world in the fight against cancer. Amgen has been the title sponsor since the race’s inception in 2006, to promote its national Breakaway from Cancer®initiative. In 2016, after a successful decade-long partnership, Amgen extended its sponsorship with the race.This expanded renewal includes title sponsorship of the women’s race, and supports the launch of Breakaway from Heart Disease, Amgen's new cardiovascular health awareness campaign.3 MAY 2017 Packet Pg. 164 6 …Largest annual spectator sporting event in California with more than 2 million on-site spectators annually KEY METRICS REPRESENTING 33 COUNTRIES TOUR DE FRANCE CONTENDERS WORLD CHAMPIONS OLYMPIC MEDALISTS PROFESSIONAL FIELD OF RIDERS LARGEST PROFESSIONAL CYCLING EVENT IN NORTH AMERICA LARGEST ANNUAL SPECTATOR SPORTING EVENT IN CALIFORNIA WITH 2 MILLION+ ON-SITE SPECTATORS 5.41 BILLION+ MEDIA & MARKETING IMPRESSIONS IN 2016 15 MILLION+ SOCIAL MEDIA INTERACTIONS DURING 2016 RACE WEEK BROADCAST DAILY ON NBCSN WITH OVERALL FINISH ON NBC NETWORK –2016 GLOBAL VIEWERSHIP OF 11.3 MILLION Packet Pg. 165 6 WHO ATTENDS THE AMGEN TOUR OF CALIFORNIA? 55% 45% 47 62%have a Bachelor’s Degree or Higher Turnkey Third-Party Research (2015 & 2016) $130,000 Median Household Income Packet Pg. 166 6 71% own their dwelling Attendees own average of 1.4 Real Estate Properties $38,000 Median Expected Budget for Next Vehicle ATTENDEE SPENDING HABITS Median Household Income of Attendees compared to California and the United States 77%of attendees plan to buy one of the following sustainable products within the next 12 months $400,000+ US CA $57K$52K $130K Turnkey Third-Party Research (2015 & 2016) 30% of attendees have house hold investable assets of 31%30% 19%18%18% Green Cleaning Products Energy/Water Efficient Appliances Electric/Hybrid Vehicle Solar Panels Smart Thermostats have credit cards85% Attendees had average of 2 Credit Cards in his/her possession Packet Pg. 167 6 70% of Attendees ride their bike at least 1 time/week 2.5 Avg. number of road bikes per Attendee household ATTENDEES LIVE ACTIVE LIFESTYLES Attendees regularly exercise 2+times/week 93% of Attendees own a road bike Turnkey Third-Party Research (2015 & 2016) Packet Pg. 168 6 LOYAL & PASSIONATE FAN BASE Turnkey Third-Party Research (2015 & 2016) 80% 62%60%58%57%49%46%44% ATOC Major Marathon Major Racing Event NFL Major Rodeo Event NBA March Madness NHL Likelihood to Consider Trying Product/Service if it is an Event/League Partner 80%of attendees are likely to try a new product if it comes from an Amgen Tour of California Sponsor Packet Pg. 169 6 9 BROADCAST & DIGITAL 2016 BROADCAST VIEWERSHIP •Global Viewership: 11.3 Million •30+ Hours over Eighteen (18) Total Broadcasts covering Event •Fourteen (14) Hours of Live Coverage on NBCSN •Two (2) Hours of Live Coverage for Final Stage on NBC 2016 DIGITAL METRICS •Website Visitors: 1.26 Million •E-Newsletter Distribution: 74,626 Active Clean List Contacts •Digital Race Program: 198,000+ Page Views (Average of 14 Pages per visit) Packet Pg. 170 6 SOCIAL MEDIA 10 SOCIAL MEDIA METRICS •193,000+ Combined Followers on Facebook, Twitter and Instagram 2016 RACE WEEK SOCIAL MEDIA •Snapchat Feature Story Reach: 6.88M+ Snap Views •Facebook Reach: Average of 677,464 Users per Day •Twitter Reach: 1.96M Impressions Packet Pg. 171 6 11Packet Pg. 172 6 Pacific Ocean Point Sal Beach Santa Margarita Lake Lopez Lake LagunaLake Arroyo Grande C ree k Morro Bay Pr e fu m o C re ek S alin as Ri verOld Creek Islay Creek Coon Creek TwitchellReservoir East Betteravia RdOrcutt Rd La Panza Rd Carris a Hwy Huasna Rd Foxen Ca nyon Rd East Betteravia RdOrcutt Rd La Panza Rd Carris a Hwy Huasna Rd Foxen Ca nyon Rd 1 1 41 227 227 135 135 135 135166 166 166 229 58 58 41 1 1 1 1 1 1 1 58101 101 101 101 101 101 101 101 101 1 VandenbergAir Force BaseVandenbergAir Force Base CALIFORNIA Los Alamos VandenbergVillage Vandenberg Air Force Narlon Casmalia Mission Hills Betteravia Santa Maria HuasnaGroverBeach Chorro Baywood-Los Osos Cayucos Atascadero Santa Margarita Pozo Bromela Avila Beach Los Alamos VandenbergVillage Vandenberg Air Force Narlon Casmalia Guadalupe Orcutt Garey Sisquoc Callender Nipomo Oceano Village Verde Edna San Luis Obispo Guadalupe Orcutt Mission Hills Betteravia Garey Sisquoc Santa Maria Callender Nipomo Huasna Oceano GroverBeach Village Verde Edna Chorro San Luis Obispo Baywood-Los Osos Cayucos Atascadero Santa Margarita Pozo Bromela Avila Beach 3rd Stage - PISMO BEACH > MORRO BAY Tuesday, May 16th - 186,5 km / 115.8 mi 3,5 km 3.5 mi0 m 200 m 400 m 600 m 800 m 1 000 m 1 200 m 1 400 m 1 600 m MORRO BAYEmbarcadero Marina St Main St O’Connor Way State Park Rd South Bay Blvd Cabrillo Hwy Chorro St Edna Rd Georgia St Vachell Ln Hollister Rd Buckley Rd Foothill Blvd Corbett Canyon Rd Valley Rd Cabrillo Hwy Los Berros Rd Thompson Ave Cuyama Hwy Orcutt Garey Rd Tepusquet Rd Foxen Canyon Rd East Clark Ave Dominion Rd Cabrillo Hwy Cabrillo Hwy South Halcyon Rd Pacific Blvd Tepusquet Rd (Harbor St)(Harbor St) San Luis Obispo Orcutt South Higuera St PISMO BEACH (Cliff Ave)(Cliff Ave)Pomeroy Ave Packet Pg. 173 6 Minutes - DRAFT PROMOTIONAL COORDINATING COMMITTEE Wednesday, January 11, 2016 Regular Meeting of the Promotional Coordinating Committee CALL TO ORDER A Regular Meeting of the Promotional Coordinating Committee was called to order on Wednesday, January 11, 2017 at 5:31 p.m. in the Council Hearing Room, located at 990 Palm Street, San Luis Obispo, California, by Chair Roberson. ROLL CALL Present: Committee Members Daniel Levi, Patricia Loosley, Deborah Lewis, Sasha Palazzo (5:38), Vice-Chair Jill LeMieux and Chair Stephanie Roberson. Absent: Committee Member Matthew Wilkins Staff: Tourism Manager Molly Cano, and Recording Secretary Kevin Christian. PUBLIC COMMENT ON ITEMS NOT ON THE AGENDA Council Member Carlyn Christianson introduced herself as the PCC Council liaison for this year and reminded the committee that there will be an Advisory Body recognition event on Tuesday, February 28, 2017. CONSENT AGENDA ACTION: MOTION BY COMMITTEE MEMBER LEVI, SECOND BY VICE CHAIR LEMIEUX, CARRIED (5-0 PALAZZO NOT YET PRESENT) to approve the Consent Agenda items C1 to C8. C.1 Minutes of the Meeting on December 14, 2016 C.2 Community Promotions Budget Report C.3 Public Relations Report C.4 Grants-in-Aid (GIA) Support Report C.5 Visitors Center Report C.6 SLO Happenings Promotions Report Packet Pg. 174 6 DRAFT Minutes – Promotional Coordinating Committee Meeting of January 11, 2017 Page 2 C.7 SLO Happenings Technology Report C.8 TOT Report PRESENTATIONS 1. SLO Chamber of Commerce Quarterly Report Chamber of Commerce representatives Molly Kern, Director of Communications and Business Education, and Dusty Colyer-Worth, Visitor Center Manager, presented their public relations activities report for the second quarter and responded to Committee Member inquiries. Highlights included an increase in Asian visitors, a review of the GIA Marketing support, and international print and media placements. 2. SLO Happenings Program Quarterly Promotions Update Representative from FreshBuzz Media presented the quarterly promotions activity report and responded to committee member questions. Highlights included the Golden Ticket Giveaway promotion, the #Ticket Tuesday contest, and the launch of the SLO Happenings app version 3.0 on January 10, 2017. 3. SLO Happenings Program Technology Quarterly Update Representative Mike Holiday, GFL Systems, presented the second quarter activity report for the technology developments on the SLO Happenings program and discussed the new version of the SLO Happenings app. BUSINESS ITEMS 1. 2017 Amgen Tour of California Tourism Manager Cano reviewed the history of the Amgen Tour of California in the City of San Luis Obispo and announced that this year’s race will come through the City, Tuesday May 16, 2017. The race will pass through town with a Sprint point on Chorro Street in front of the Mission, rather than be a start or stop location as it has been in the past. San Luis Obispo Downtown Association Executive Director, Dominic Tartaglia, requested funding for a bicycling themed event to coincide with the Tour of California. It was noted that the race date occurs during Bike to Work Week of Bike Month. Challenges with closing streets in the downtown, for both businesses and residences, along with the benefits and opportunities to engage the community were discussed. Public Comments: None. Packet Pg. 175 6 DRAFT Minutes – Promotional Coordinating Committee Meeting of January 11, 2017 Page 3 ---End of Public Comments--- ACTION: MOTION BY COMMITTEE MEMBER LEWIS, SECOND BY COMMITTEE MEMBER PALAZZO, CARRIED (6-0) to supply $ 5,000 to the Downtown Association to support an event centered on the Amgen Tour of California. 2. 2017-18 GIA Application Final Review The committee reviewed the revised 2017-18 GIA application form and timeline. Public Comments: None. ---End of Public Comments--- ACTION: MOTION BY COMMITTEE MEMBER LEVI, SECOND BY COMMITTEE MEMBER LOOSLEY, CARRIED (6-0) to approve the revised application form and timeline. PCC LIAISON REPORTS AND COMMUNICATION 1. GIA Update A subcommittee for GIA application review was formed consisting of Committee Members Daniel Levi, Deborah Lewis, and Matthew Wilkins. 2. TBID Board Report Tourism Manager Cano presented a review of the minutes from the December meeting, noting that Tourism Intern Katie Conroy presented her Senior Project, that hotelier tradeshow representatives were selected, and that the Board reviewed their strategic plan update. Packet Pg. 176 6 DRAFT Minutes – Promotional Coordinating Committee Meeting of January 11, 2017 Page 4 3. Tourism Program Update Tourism Manager Cano,  Reviewed the programs and projects that the new Tourism Coordinator, Liesel Kuehl will be working on, noting that she begins work January 12, 2017.  Announced that Chair Roberson will be leaving the PCC due to a change in residence, and the Committee Member Lewis has applied for reappointment.  Reported that the recently released Visit California digital guide highlights San Luis Obispo for a “perfect day” itinerary in for the Central Coast.  Upcoming meetings: o February 8th - Mandatory Meeting for GIA applicants, followed by the regular PCC meeting. o February 28th - Advisory Body recognition event at the SLO Little Theatre. o May 17th - PCC Preliminary Grant Recommendation, special meeting. o January 19th and February 4th, Strategic Planning workshops. ADJOURNMENT The meeting was adjourned at 6:52 p.m. The next regular meeting of the Promotional Coordinating Committee is scheduled for Wednesday, February 8, 2017 at 5:30 p.m., in the Council Hearing Room, 990 Palm Street, San Luis Obispo, California. APPROVED BY THE PROMOTIONAL COORDINATING COMMITTEE: XX/XX/2017 Packet Pg. 177 6 Page intentionally left blank. Packet Pg. 178 6