Amgen Tour of California February 14-22, 2009 Program Description The annual Amgen Tour of California race draws the best cyclists from the world over to experience gorgeous California scenery during their grueling 750-mile, nine-day race. This year, the race attracted more than 2 million spectators. The 2009 race started in Sacramento and weaved through Santa Rosa, Santa Cruz, Modesto, Clovis, Paso Robles, Solvang, Pasadena, ending in Escondido. presented the California-branded King of the Mountain jersey to the best climber in each stage of the race, and California's rural regions participated at the Lifestyle Festival in each stage of the race. This year, as part of a rural co-op program, debuted a branded 27-foot Airstream trailer to use in place of a booth at the Festivals. Target Audience Race attendees, cycling enthusiasts, tourists, locals, race officials and our larger consumer audience (the race was broadcast, enabling to have a larger reach and audience), plus race fans following the Tour online via amgentourofcalifornia.com. Objectives & Reach s objective was to promote the variety of tourism destinations and opportunities available in California's rural areas throughout the race. In addition, we strove to encourage race attendees to notice and experience the surrounding scenery and participate in local activities. Over 2 million people attended the stages throughout the Tour, and s Ambitious and Work spots aired at least once a day at each finishing stage of the race on jumbo screens. In addition, Ambitious was aired a total of 11 times on Versus Network during the broadcast of the race. For the online audience, created visitcalifornia.com/tourofcalifornia page, providing consumers additional destination content. Results & Accomplishments California represented itself not only through gorgeous scenery and exciting towns, but through its rural regions. By using the Airstream to generate excitement and brand awareness at the Lifestyle Festivals, our rural partners were able to distribute over 5,000 California Visitor s Guides. Bob Warren and Karen Whitaker from the Shasta Cascade Wonderland Association and
Anderson California Welcome Center manned the mobile CWC throughout the week. From the Versus broadcast of Ambitious, received over 115 million impressions. In addition, received 18 million impressions on-site with Ambitious and Work, combined with signage and PA announcements. Testimonial I just want to thank you for the opportunity to represent the at the Amgen Tour. My wife Debbie and I had a great time enjoying the event in Paso Robles and Solvang. I also want to commend and thank Bob Warren for his dedication and efforts on behalf of the state during the event. Bob and his volunteers put in long hours and had a steady stream of visitors to their booth. I am especially grateful for his allowing our state industry association, the California Association of RV Parks and Campgrounds (CalARVC), to become a partner within hours of his deadline. His great idea of using an Airstream trailer is a perfect fit for our industry and we feel fortunate to have participated. I look forward to future opportunities to work together and highlight camping and RVing as another way to enjoy our beautiful state. Jay Jamison CEO/General Manager Pismo Coast Village RV Resort Program Contacts(s) Lauren Meyer Media Relations Coordinator 916.319.5427 lmeyer@visitcalifornia.com California Airstream Partners California Welcome Centers Federal Highway Administration Shasta Cascade Wonderland Association 2009 California Tourism King of the Mountain Jersey Redding Convention & Visitors Bureau Sierra Nevada Conservancy Bureau of Land Management Humboldt County Convention & Visitors Bureau National Park Service Visit Mendocino USDA Forest Service California RV Parks & Campgrounds
Governor Schwarzenegger and Caroline Beteta presenting the KOM jersey. BTH Secretary & Chair Dale Bonner with CHP officers, and Lauren Meyer from.
The Airstream Trailer makes its debut at the Lifestyle Festivals, manned by Bob Warren and Karen Whitaker (far left). Caroline Beteta with actor Patrick Dempsey.
King of the Mountain Jersey Presenters Sacramento Caroline Beteta, CEO Davis to Santa Rosa Julie Maurer, Sausalito to Santa Cruz John Wagnon, San José to Modesto Lauren Meyer, Merced to Clovis Jonelle Tannahill, Visalia to Paso Robles Terry Westrope, Solvang Jay Jamison, Santa Clarita to Pasadena Lauren Meyer, Rancho Bernardo to Escondido Dale Bonner, BTH Secretary, Chair