Monday, November 17th, 2008
Tour de Georgia back in 2010?
Like a can of peaches [cringe], the Tour de Georgia is on the shelf. It’s been the best in North America from a pure racing standpoint, although they have had financial trouble in the past. The dismal economy obviously isn’t helping their cause, but I don’t think that’s really the problem. It’s that bike races always cost a lot to put on, but the value for sponsors depends on where the event is held. Unfortunately, the Tour de Georgia is probably too big and expensive to stage in small towns like Dahlonega, Georgia (Pop. 3,638).

Without a significant TV or web audience, the best thing a bike race like the Tour de Georgia can monetize is feet on the ground. A lot of people would say media coverage too, but I think the value there is more about marketing the event itself than delivering direct benefits to the sponsors. In any case, small towns in Georgia can’t send a lot of foot traffic through the expo and have little value for corporate hospitality. Atlanta is a good location for the final stage, but apparently not lucrative enough to offset spending $150,000 a night on hotels in places like Tybee Island.
Sure, the Tour of California costs a lot more to organize and sponsor. But look at the large and bike-loving Nielsen DMA’s it will run through in 2009: #2 (LA), #6 (Bay Area, twice), #20 (Sacramento), #28 (San Diego). This year’s TdG, meanwhile had one day in #8 (Atlanta) but the next biggest market was #96 (Savannah).
I think the lesson is that you need to tailor your bike race to the to revenue potential of your local market. Or, if you have your heart set on running a UCI 2.HC stage race, you need to find a really big market.
(image: Ben Jacques-Maynes on Brasstown Bald, 2006 Tour de Georgia)


Brandweek
New ones always seem forced and cheesy, like the IFL’s San Jose Razorclaws or Los Angeles Anacondas. The appeal of a team like the Celtics has so much to do with their history in Boston, and the appeal of expansion teams like the Bobcats has a lot to do with the recognition of Charlotte as a major city on the same level as Boston. Arena Football and Major League Soccer are doing ok with city teams, but that’s probably about meeting unmet demand for those sports rather than local pride. Meanwhile, the UFC’s individual format gives MMA fans all they could want - a (team-based…) reality show plus taped and live fights on Spike, major pay-per-view cards, and big events in major markets.
