The inaugural USA Pro Cycling Challenge appears to have got off to a strong start, with an economic impact study conducted by IFM showing very positive numbers. The organisers have announced that more than one million spectators watched the race by the roadside, and that the local economy benefited by $83.5 million during the August 22-28 event.
The first edition of what is planned to be a long-running event saw a strong battle amongst several riders who had taken part in the Tour de France. Levi Leipheimer (RadioShack) beat Christian Vande Velde (Garmin-Cervélo) and Tejay Van Garderen (HTC Highroad) in the race, leading to plenty of coverage. The race was screened domestically for 25 hours on NBC and Versus, and aired in 161 international countries and territories. It was screened over the internet and also received extensive written media coverage.
“The crowds were big, they were enthusiastic, they spent money in every host city, and just as importantly, they travelled to Colorado especially to see this race,” said Shawn Hunter, CEO and Co-Chairman of the USA Pro Cycling Challenge. “More than 22% of the 1,000,000+ spectators at our race visited us from outside Colorado. And with 94% reporting they will return next year, that’s a tremendous benefit for the State of Colorado in 2011 and in the future.”
The race resurrects the enthusiasm shown to earlier Colorado events such as the Coors Classic, and earned a good reception from the competitors who took part, the cycling audience and the general public. Over 71 percent of out of state visitors questioned said that they were in the area to see the race, with spectators arriving from 39 states and at least 16 countries.
Of the $83.5 million generated, over $67 million was generated as direct spending by the travelling spectators. The remaining money was raised from team, staff, sponsor and vendor spending, employment created by the event, and the resulting tax effects of the race.
According to the Colorado Governor John Hickenlooper, the location is a big part of the early success. “We have something here in Colorado that is nearly impossible to duplicate: beautiful scenery, great amenities, and many world-renowned destinations,” he said
“Future USA Pro Challenge races will bring even more international attention to Colorado and lock in the state as the place to be in the summer.”
The race has been upgraded to 2.HC and will run next year between August 20-26. It is one of the biggest cycling events ever held in the US, and aims to keep growing.