HomeMy WebLinkAbout2013 AEG Amgen Bike Tour of CaliforniaCITY OF PALM DESERT
SPECIAL PROGRAMS DEPARTMENT
STAFF REPORT
REQUEST: Approve Support of 2013 AEG Amgen Bike Tour of California
SUBMITTED BY: Frankie Riddle, Director of Special Programs
APPLICANT: City of Palm Desert
DATE: October 25, 2012
CONTENT: Pages from America's Greatest Race — Amgen Tour of California
Request for Proposal Packet
Recommendation
By Minute Motion:
1. Approve Support of 2013 AEG Amgen Bike Tour of California;
2. Approve in Concept Designated Street Closures (with final street closures
to be determined by final route approval); and
3. In -Kind Police and Public Works Support of Event.
Discussion
On September 24, 2012, staff met with representatives of the Convention and Visitors
Bureau (CVB) and AEG Amgen, as well as city staff from other jurisdictions to discuss
the 2013 bike tour and requirements of the event. AEG representatives are currently in
the planning stage for the 2013 tour and are looking at potential Host Cities and
participating communities, which will, in part, dictate the final route. As such, they are
seeking proposals from qualifying communities for consideration; however, since AEG
Amgen representatives indicated their interest in bringing the 2013 tour through the
Coachella Valley, the Valley is in a potentially unique position to be part of a growing
trend and well recognized event.
It should be noted that AEG has not made a final decision as to participating
communities; however, they are interested in this area. The CVB is determining which
communities are interested, as well as a Host City. The City of Palm Springs and the
Palm Springs Resorts (for hotel rooms) have expressed an interest as outlined below.
Once interest has been determined, CVB will submit a proposal for consideration, which
is due by the end of October 2012. The tour brings approximately 130 riders, 260-300
support staff, and 300 vehicles.
The event is scheduled for May 12 — 19, 2013, and travels from Southern California to
Northern California where it ends. The southern portion of the event is anticipated to
start in the north San Diego area with plans to end in the Palm Springs/Coachella Valley
STAFF REPORT
APROVE SUPPORT OF 2013 AEG AMGEN BIKE TOUR
OCTOBER 25, 2012
PAGE 2
area via Highway 74. AEG is currently working with Cal Trans on road closure(s) and
approvals. The route is tentatively planned to end at the Palm Springs Convention
Center on Sunday, May 12, 2012. It is anticipated that riders will reach Palm Desert
between 2:30 — 4:30 p.m. Therefore, riders will travel down Hwy 74 after church is out
and vehicular traffic has dispersed. In discussions, the time that riders would travel
through Palm Desert was thought to be approximately 20 minutes; however, staff being
on the conservative side anticipates one (1) hour. The proposed route and street
closures traveling though the City are as follows:
• Highway 74 in both directions — streets with no median require complete closure
• Eastbound lanes of El Paseo
• Westbound lanes of Highway 111
It should be noted that with City Council approval, CVB will finalize a proposal to submit
to AEG for consideration. However, if approved by AEG, City staff will later need to
conduct internal logistics meetings to review specific details related to the event in
regards to traffic, police, fire, marketing aspects, etc.
The Tour of California started seven years ago (2006) and has emerged as America's
most important and popular cycling event. It is widely considered to be one of
professional cycling's most important and prestigious annual stage races. The race
continues to attract the world's best cyclists including three of the world's top -four
cyclists and six of the world's top-10 teams participating in this year's race. In 2012, the
Amgen Tour of California was seen in person by millions of fans along the course, while
an excess of 3.5 billion consumer impressions were made worldwide via online, print,
radio, and television coverage. There was more than 44 hours of race coverage on
NBC and NBC Sports Network, and the race was broadcast in 216 countries and
territories around the globe, including 20 new territories that have been added since
2011.
Since AEG controls the commentators and can insert key facts and highlights about
each participating jurisdiction, and they are open to working with communities to design
the route within their respective communities, staff plans to request specific marketing
components as well as that the route travel eastbound on El Paseo.
Initially, AEG was requesting in -kind services as well as a minimum $10,000 from each
participating city with the finish line city providing hotel rooms as well as other
accommodations for the riders and support staff. Palm Desert staff is not
recommending the $10,000 cash contribution but only in -kind police and public works
services. Staff has reviewed the benefits of participating in the event and has
determined that the potential City and regional marketing exposure is worth the
investment.
The following communities have indicated interest and initial financial commitment:
Palm Springs Resorts with a minimum of $25,000 (pending Board approval), CVB with
STAFF REPORT
APROVE SUPPORT OF 2013 AEG AMGEN BIKE TOUR
OCTOBER 25, 2012
PAGE 3
$25,000 (pending Board approval), and the County is reviewing and will be involved to
some extent. Since AEG has tentative plans to travel down Highway 74, riders will
need to come through Palm Desert regardless of which communities are involved.
Special Programs Department Director and the Marketing Manager recommend support
of the event which will support and promote Palm Desert as well as the Coachella
Valley on a regional basis. As noted by AEG and within the information provided, the
true benefit to communities is the extensive marketing components and the opportunity
to highlight our community. Staffs initial take is that the potential marketing exposure is
worth the proposed in -kind services. It will provide us with an opportunity to be involved
with an up and coming sporting event that is gaining recognition, an opportunity to
promote Palm Desert as well as the Coachella Valley, and potential opportunity to direct
the route down El Paseo to highlight a major retail asset of Palm Desert and the Hwy 74
and Hwy 111 corridors.
Fiscal Analysis
The fiscal impact to support this event would be the in -kind police and public works
services in an amount not to exceed $10,000. The primary cost may be for public
works/traffic control, which would be dependent upon event organizer and City staff
requirements. Funds for public works services are available in the Special Events
Overtime Budget, Account No. 110-4416-414-1002. Once actual costs are determined
for police and public works, staff will request a mid -year adjustment, if necessary. It is
anticipated that four (4) police officers may be required to conduct roving street closures
at an approximate cost of $500 and the balance for public works/traffic control.
Submitted By:
CITYCOUNCIL ION
APPROVED // DEMED
RECEIVED OTHER
Frankie Riddle, -Director of Special Programs
Reviewed: NOES:
ABSENT:
ABSTAIN:
VERIFIED BY:
ry Original on File with Ci erk'9 Office
Paul Gib , Director of Finance
JoV M. Wohlmuth, City Manager
AMGEN TOURot
` CAUFORNIA
HISTORY AND OVERVIEW
Over the past seven years, the Amgen Tour of California has become one of cycling's most important and
prestigious annual stage races in the world. From attendance, sponsorship and internationally ranked
competitors, along with economic impact to the state of California and specifically our Host Cities, we
continue to see growth in every important, measureable category. In 2012, the Amgen Tour of California
was seen in person by millions of fans along the course, while millions more around the world watched
our race on television, via the internet and on handheld devices.
The 2012 Amgen Tour of California included one of the most challenging routes to date, featuring a
climb up Mt. Diablo, a difficult time trial course in Bakersfield and a finish that included back-to-back
mountain stages at Big Bear Lake and Mt. Baldy. The 2012 route also featured some of the most iconic
California scenery, such as Sonoma County, the Golden Gate Bridge and the Pacific coastline providing a
picturesque backdrop to Stages 1 and 2, the crowd -lined streets of Sonora (the Gateway to Yosemite) and
Clovis during Stage 4, and a thrilling Stage 8 finale that took the cyclists from world-famous Rodeo Drive
to the sports and entertainment center of the West Coast, L.A. LIVE in downtown Los Angeles,
The race featured the world's top teams and cyclists, including three of the world's top -four cyclists and
seven of the world's top -ten teams, adding to the race's international appeal. With our new partnership
with NBC and the NBC Sports Network, the race was seen live in more than 216 countries and territories
worldwide with an all-time high of 44 hours of coverage in the United States, including, a two-hour live
broadcast of the exciting final stage on NBC.
The creator, owner and producer of the Amgen Tour of California is California -based sports and
entertainment presenter AEG with cycling specialists Medalist Sports serving as the race's logistical arm.
California -based Amgen has served as the event's title sponsor since its inception in 2006.
AEG remains committed to presenting the Amgen Tour of California as a free, world -class sporting event
that is dedicated to promoting the great sport of road cycling, fitness and bicycle safety. AEG is also
committed to producing a race that creates an international platform which additionally promotes the
state of California, with an emphasis on the Host Cities, tourism and recreation while boosting economic
development throughout the state as well as educating Californians and enthusiasts worldwide about
maintaining a healthy lifestyle.
The Amgen Tour of California will continue to build on its success as it grows in the coming years, with the
ultimate goal of reaching the international stature of the long-established Grand Tour events, such as the
Tour de France and the Giro d'Italia. The continued focus of AEG is to increase the global media exposure
and also expand upon the quality and number of cycling teams that compete in the race, while continuing
to create a once -in -a -lifetime experience for all Host Cities and fans.
www.amgentourofcalifornia.com "
AMGEN;, TOUR of
{� CALIFORNIA
D12 AMGEN TOUR OF CALIFORNIA -
..EY FACTS
• Largest annual spectator sporting event in California and largest cycling event in North America
• Event attracts more than 2 million spectators annually
• World -class field of riders representing 24 countries
• Three of the world's top four cyclists and six of the world's top ten teams participated in the 2012
Amgen Tour of California
• More than 3.5 billion online, print and television impressions worldwide
• More than 44 hours of race coverage on NBC and NBC Sports Network, including 14 hours live on NBC
Sports Network
• 2 hours of live race coverage of the final stage on NBC
• The Amgen Tour of California was broadcast in 216 countries and territories worldwide, including 20
new territories added since 2011
• More than 1.3 million visitors to the official event website
• 19,000 Twitter followers and 72,000 Facebook fans
• More than 340,000 followed the race online via the RadioShack Tour Tracker
• 25 minutes average time spent watching the race on the RadioShack Tour Tracker
• More than 26,000 downloads of the official Tour app
• More than a 1,000-person entourage traveling with the event (including riders, event staff, officials and
media)
• More than 5,000 volunteers
• The 2012 Amgen Tour of California featured an international women's time trial event, which featured
a world -class field of 10 participants and was won by 2008 Olympic Gold Medalist Kristin Armstrong
• 2012 Amgen Tour of California Champion: Robert Gesink (NED), Rabobank Cycling Team (NED)
• 2012 Overall Team Winner: RadioShack-Nissan-Trek
www.amgentourofcalifornia.com
AMGEH TOUR of
y' CALIFORNIA
2012 AMGEN TOUR OF CALIFORNIA QUOTES AND OBSERVATIONS
"The Amgen Tour of California continues to grow in size, stature and international attention year after year, and that's something we are very
proud of. From attendance, sponsorship and internationally ranked competitors, along with the continued economic impact on the state of
California and specifically our Host Cities, we have again this year seen growth in every important, measureable category."
— Kristin Bachochin, executive director of the Amgen Tour of California and senior vice president of AEG Sports
"I guess it's pretty obvious why every European rider including me loves California. It's a beautiful place with cool cities and friendly people.
The fans are crazy passionate for the race. And then you've got places like Big Bear for fishing, mountain biking, and hiking, beautiful
vineyards in Napa Valley, and of course all those beaches for swimming and surfing, and even some snow-covered mountains. This California
is the whole package. I love it!" — Jens Voigt (GER), RadioS6ack-Nissan-Trek
"This is by far the most special win I've ever had. I think the [Amgen Tour of California] is a perfect race for preparation as much as anything.
You have to do a good time trial; you have to do good overall and be good up hill. You want to win here, so it's a perfect race. The European
riders love to come out here and see the fans who are much more enthusiastic, even more so than in Europe."
— Robert Gesink (NED), Rabobank Cycling Team, 2012 Amgen Tour of California Champion
"If you're an American and you don't win the Tour de France, you better win the Amgen Tour of California."
— Chris Horner (USA), Team RadioShack, 2011 Amgen Tour of California Champion
"It's special. I wasn't expecting it to be as overwhelming as this." — Tom Boonen (BEL), Omega Pharma-QuickStep, No.-1 ranked rider
in the world, when asked about the warm reception of the fans in California
"The Amgen Tour of California always has been a big event for all of the teams I have been on; it's always a huge goal to compete in. I've
seen the race develop over the years and it has been a turning point in my career; it has given me the opportunity to stand up with my idols
and be on the podiums. I'm really thankful for this race."
— Tom Danielson (USA), Garmin-Barracuda, Third Place overall, 2012 Amgen Tour of California
"I remember the day we had the [first Amgen Tour of California] press conference in San Francisco. It was the fall of 2005 where we were
announcing there would be a tour in California. I remember dreaming of that race that would one day assemble in Santa Rosa and now,
seven years later, here we are. It has been phenomenal to watch the race develop and I am so proud to be a part of that in a lot of ways.
Our community as a whole has made some stars and inspired the next generation of athletes and I am really proud of the race and our
community who have worked really hard to make this possible."
— Levi Leipheimer (USA), Omega Pharma-Quick Step, three -time winner of the Amgen Tour of California
"This is the fifth win of my career — but the biggest win of my life."
— Sylvain Georges (FRA), AG2R La Mondiale, after winning Stage 6 of the 2012 Amgen Tour of California
"After a year off, I think the community was very motivated to bring the Amgen Tour of California back to the county. For me, it's spectacular.
This is the biggest stage for American cycling. We're at the epicenter here today." — Ben Jacques-Maynes (USA), Bissell Pro Cycling
"I was asked earlier where this race fits in the world calendar, well fit is the wrong word to use now. It [the Amgen Tour of California] is part of
the world calendar; it doesn't fit at all, it is part of the world calendar of cycling. Just like we talk of Paris Roubaix, or the Tour of Flanders or
the Tour of Romandie, you talk of the Amgen Tour of California. This race is very much a part of the world cycling scene and that is evidence
by the quality of the riders who want to come here. They're not cajoled or persuaded to be sent here by the teams, the want to come and ride
this race as they prepare for the Tour de France in July. To break in on the calendar and run right up against the Giro d'Italia is a really difficult
thing to do. The Amgen [four of California] actually succeed the first year it did it, and it's never looked back since."
— Phil Liggett, NBC Sports Network cycling commentator
"The Amgen Tour of California is always a big goal for our team. It is one of the premier races in the U.S. and one we take a lot of pride
in. Every year, the competition is intense, the crowds get even bigger, and this year will be no exception. We're very excited to get back to
California and we hope to give fans plenty of reasons to cheer."
— Jonathan Vaughters, CEO, Slipstream Sports and Director Sportif, Team Garmin-Barracuda
"We are thrilled to ride the Amgen Tour of California in our debut season. It's a great race and a fantastic event. It's real priority for us to bring
a strong team to California and the riders really want to go there and make their mark for GreenEDGE. There are a lot of races that stand out
on the calendar and the Amgen Tour of California is one of those we don't want to miss."
— Shayne Hannan, General Manager, Orfca - GreenEDGE
www.amgentourofGalifornia.com
�w
IF
AMGEN
TOUR of
CALIFORNIA
AEG is one of the leading sports and entertainment presenters in the world. AEG, a wholly owned
subsidiary of the Anschutz Company, owns, controls or is affiliated with a collection of companies
including over 100 of the world's preeminent facilities such as STAPLES Center (Los Angeles, CA), Sprint
Center (Kansas City, MO), Citizen's Business Bank Arena (Ontario, CA), The Rose Garden (Portland,
OR), WaMu Theatre (Seattle, WA), American Airlines Arena (Miami), Best Buy Theater (Times Square,
NY), Verizon Theatre (Grand Prairie, TX), Colosseum at Caesars Palace (Las Vegas, NV), Target Center
(Minneapolis, MN), BBVA Compass Stadium (Houston, TX), Allphones Arena (Sydney, AU), MasterCard
Center (Beijing, China), Ahoy Arena (Rotterdam), Ericsson Globe Arenas (Stockholm), Qatar National
Convention Centre (Doha), 02 World Hamburg (Hamburg), 02 World (Berlin) and The 02, a 28-acre
development located in the eastern part of London along the Thames River which includes a 20,000-seat
arena and over 650,000 sf of leisure and entertainment use which are all part of the portfolio of AEG
Facilities; AEG Merchandising, a multi -faceted merchandising company; and AEG Global Partnerships,
responsible for worldwide sales and servicing of sponsorships naming rights and other strategic
partnerships.
In addition, AEG developed and operates The Home Depot Center, a $150 million national training center
located on the campus of California State University, Dominguez Hills in Carson, CA which is an Official
U.S. Olympic Training Site and features elite facilities for soccer, tennis, track & field, track cycling, boxing,
lacrosse, rugby, football and other sports, as well as concerts and family shows, and is home to MLS
Champion Los Angeles Galaxy and Chivas USA MLS franchises. The company is also spearheading
the development of Farmers Field, a 72,000-seat stadium and Event Center in downtown Los Angeles
designed to host an NFL franchise, conventions and special events.
Franchises including the Stanley Cup Champion Los Angeles Kings (NHL), Manchester Monarchs (AHL),
Ontario Reign (ECHL), Houston Dynamo & Los Angeles Galaxy (MLS), three hockey franchises in Europe
as well as the Hammarby (Sweden) Futbol Club, management of privately held shares of the Los Angeles
Lakers, events such as the Amgen Tour of California cycling road race, the Zazzle Bay to Breakers foot
race and an ongoing schedule of soccer exhibitions in the United States featuring the most popular
international teams are part of the portfolio of AEG Sports.
www.amgentourofcalifornia.comf
AMGEN ,., 4 TOUR of
CAUFORNItA
ABOUT AEG (coNro.)
AEG Live, the live -entertainment division of Los Angeles -based AEG, is dedicated to all aspects of live
contemporary music performance. AEG Live is comprised of touring, festival, exhibition, broadcast,
merchandise and special event divisions, fifteen regional offices and owns, operates or exclusively books
thirty five state-of-the-art venues. The current and recent concert tour roster includes artists such as
Taylor Swift, The Black Eyed Peas, Bon Jovi, Usher, Carrie Underwood, Daughtry, Justin Bieber, Leonard
Cohen, Wisin & Yandel, Kenny Chesney, P!nk and Paul McCartney. The company is also currently
producing productions including Cher at The Colosseum at Caesars Palace, Supernatural Santana: A Trip
Through the Hits at The Joint at Hard Rock Hotel & Casino in Las Vegas. The division's exhibition portfolio
boasts the most successful exhibition of all time, Tutankhamun and the Golden Age of the Pharaohs,
which has attracted more than seven million visitors since 2005. AEG Live is also the largest producer
ofmusic festivals in North America from the critically acclaimed Coachella Music & Arts Festival to
Stagecoach and New Orleans Jazz & Heritage Festival.
AEG directed the overall creation and development of L.A. LIVE, the 4 million square foot / $2.5 billion
downtown Los Angeles sports, residential & entertainment district featuring venues such as Nokia Theatre
L.A. LIVE, Club Nokia and The Conga Room; the GRAMMY Museum, saluting the history of music and the
genre's best know awards show; a 54-story, 1001-room convention "headquarters" destination (featuring
The Ritz -Carlton and JW Marriott hotels and 224 luxury condominiums — The Residences at The Ritz -
Carlton — all in a single tower), Regal Cinemas L.A. LIVE Stadium 14 movie theatre, "broadcast" facilities
for ESPN, along with entertainment, restaurant and office space making it the region's most active 'live
content and event campus,'
In 2010, AEG launched its AEG 1 EARTH environmental program with the announcement of 2020
environmental goals and the release of the industry's first sustainability report while in 2011, AEG
introduced axs Ticketing, the first phase of its new entertainment platform serving as the company's
primary consumer brand which will also feature a mobile service as well as a video content service now
in development. This summer, in partnership with HDNet, Ryan Seacrest Productions and Creative Artists
Agency, AEG will launch axs TV, a new linear cable channel focusing on live entertainment and lifestyle
programming.
www.amgentourofcalifornia.com �
AWM / TOURof
CALIFORNIA
ABOUT MEDALIST SPORTS
Medalist Sports, Inc. located just south of metro Atlanta, is a full -service sports management company
with over 40 years collective experience in the planning, promotion and marketing of sporting and cause -
related events. Medalist is the premiere company managing multi -day, multi -jurisdiction professional
cycling events in North America.
Besides returning as the event management group for the eighth edition of the Amgen Tour of California,
Medalist Sports is also currently the event management group for the USA Pro Cycling Challenge, the
Tour of Utah, the USA Cycling Professional Championships, the Tour of Alberta, Richmond UCI Road World
Championships (2015), Para -Cycling UCI Road World Championships (2014), LIVESTRONG Challenge
Series for the Lance Armstrong Foundation, The Dempsey Challenge presented by AMGEN, Susan G,
Komen for the Cure Massachusetts, Young Survival Coalition Tour de Pink and Be The Match Foundation,
Be The One Run.
For the 2012 Amgen Tour of California, Medalist will once again run point on the operations, logistics, host
city management, competition and overall production of the Tour, while supporting the marketing, public
relations and sponsorship functions.
Medalist Sports has organized numerous top international sporting events, including elite cycling events
the Tour de Trump (1989-90), Tour DuPont (1991-96), Tour of Missouri (07-09), Tour de Georgia (03-08),
Amgen Tour of California (06-present), as well as five Olympics Games, multiple Olympic Trials and three
Goodwill Games,
t
www.amgentourofcalifornia.com ;�
AMGEN .r t ' TOUR of
r� w CALIFORNIA
ABOUT AMGEN -TITLE PARTNER OF THE TOUR
Amgen discovers, develops, manufactures and delivers innovative human therapeutics. A biotechnology
pioneer since 1980, Amgen was one of the first companies to realize the new science's promise by bringing
safe and effective medicines from lab, to manufacturing plant, to patient, Amgen therapeutics have changed
the practice of medicine, helping millions of people around the world in the fight against cancer, kidney
disease, rheumatoid arthritis, and other serious illnesses. With a deep and broad pipeline of potential new
medicines, Amgen remains committed to advancing science to dramatically improve people's lives. To learn
more about our pioneering science and our vital medicines, visit www.amgen.com.
ABOUT BREAKAWAY FROM CANCER®:
Founded in 2005 by Amgen, Breakaway from Cancer is a national initiative to increase awareness of
important resources available to people affected by cancer — from prevention through survivorship.
Breakaway from Cancer is a collaboration between Amgen and four nonprofit partner organizations: Prevent
Cancer Foundation, Cancer Support Community, Patient Advocate Foundation, and National Coalition
for Cancer Survivorship. These organizations offer a broad range of support services complementing
those provided by a patient's team of healthcare professionals. For more information, please visit www.
breakawayfromcancer.com or follow us on www.twitter.com/breakawaycancer
www.amgentourofcalifornia.com
" ""Emig
I A
im
{
A
,
AWN N
TOURof
CALIFORNIA
STAGE FINISH
2013 HOST CITY