Centurion Cycling Festival The Blue Mountains & Area

Sports Tourism – Benefits Sports Tourism – Benefits Proven economic driver resilient to downturns Proven economic driver resilient to downturns Consistent with regional tourism model Consistent with regional tourism model Measurable economic impact Measurable economic impact Ongoing contribution between events Ongoing contribution between events Leverage larger events Leverage larger events Television coverage Television coverage Print and electronic promotion Print and electronic promotion

Sports Tourism - The Blue Mountains and Area’s Competitive Advantages Sports Tourism - The Blue Mountains and Area’s Competitive Advantages  Our geography  Accommodation, F&B, local tourism organization  Volunteer base  Proven experience – Skins, Gretzky, Ontario Winter Games, Ski Cross, Centurion  Experience with media  Experience with 3 rd party suppliers Centurion Cycling Festival The Blue Mountains & Area

Benefits align with Area’s goals: Supports healthy, recreational programming for the community and promotes this area as one of Canada’s premier cycling destinations Supports healthy, recreational programming for the community and promotes this area as one of Canada’s premier cycling destinations Creates new marketing channels to showcase The Blue Mountains & Area internationally Creates new marketing channels to showcase The Blue Mountains & Area internationally Creates a new tourism product with opportunities beyond the event weekend for area businesses to leverage Creates a new tourism product with opportunities beyond the event weekend for area businesses to leverage Creates tourism opportunities in the shoulder seasons Creates tourism opportunities in the shoulder seasons Aligns with TBM’s economic plan Aligns with TBM’s economic plan –Lifestyle media promotions –Promotes the area, Georgian Bay, sports, trails, agriculture and eco-tourism

Centurion Cycling Festival The Blue Mountains & Area Benefits align with Grey County goals: Supports healthy, recreational programming for the community Supports healthy, recreational programming for the community Supports Share The Road program Supports Share The Road program Creates new marketing channels to showcase The Blue Mountains & Area internationally Creates new marketing channels to showcase The Blue Mountains & Area internationally  Supports County’s “Tourism Destination Development Action Plan 2010”  Support events that have the ability to become demand generators  Develop Grey experiences for Blue Mountain visitors  Supports County’s cycling product

Centurion Cycling Festival The Blue Mountains & Area

2010 Event Results Survey Results: 2010 Participants Total riders – 1,299 Total riders – 1,299 Male 87.23%, Female 12.77% Male 87.23%, Female 12.77% 51% of riders between 35-49yrs 51% of riders between 35-49yrs Highly educated, high income earners Highly educated, high income earners 100% likely to recommend, 85% planning to return 100% likely to recommend, 85% planning to return Event rated 8.9 out of 10 – highest out of area festivals that have been measured Event rated 8.9 out of 10 – highest out of area festivals that have been measured 90% stayed overnight 90% stayed overnight High percentage from our winter centric market High percentage from our winter centric market US growth potential (registrations already arriving) US growth potential (registrations already arriving)

2010 Event – Economic Impact Ontario Tourism TREIM model: Based on 2,000 visitors (very conservative, 1300 riders traveled with 4- 5 people each, these figures represent 1 rider, 2 additional people), 70% stayed overnight economic impact was over $800,000 Resort Hotel Room Nights: 2010 Event – 270 tracked room nights (+ others booked on their own and through Starwood). Does not include visitors staying with family and friends and other area accommodators The Westin realized an occupancy increase of 15% for the weekend over the previous year. Total bookings were up 15% primarily because of the 2 night stay, the revenue percentage increase was higher based on increased value of the room nights

2011 Event – Sept Format:  25 mile, 50 mile, 100 mile ride/race  Addition of TSN televised Hill Climb  Addition of kid’s rides Legacy Programs:  Grants for volunteer organizations  Bike donations to elite junior cyclists and BVO camp program  Supports Charity Teams (Crohn’s & Colitis team raised $76,000 last year)  Centurion has given back to other host communities, eg. Multi-sport surface in Lake Placid and indoor walking and running track in Penticton.

Advertising, Marketing & Promotion TSN Broadcast – value $225,000 Broadcast of 4 or 5 event series with embedded promotion/advertising in the coverage of the BM event and commercial spots in all of the programs. Each show will repeat a minimum of 3 times. It will be broadcast nationally in fall, early winter. A commercial using Blue Mountain footage from last year will air during the Tour de France programming. Reach (viewers) 460,000 Broadcast of 4 or 5 event series with embedded promotion/advertising in the coverage of the BM event and commercial spots in all of the programs. Each show will repeat a minimum of 3 times. It will be broadcast nationally in fall, early winter. A commercial using Blue Mountain footage from last year will air during the Tour de France programming. Reach (viewers) 460,000 Print – value $20,000+ Pedal Magazine Pedal Magazine Cycling/Running/Tri Canada Cycling/Running/Tri Canada Escarpment and other local area publications Escarpment and other local area publications Toronto Life / Star (ads/contesting) Toronto Life / Star (ads/contesting) OCA (calendar and publications) OCA (calendar and publications) Mountain Life (online and print) Mountain Life (online and print) Web / Eblast - value $10,000+ Centurion Centurion BMR, BMVA, Westin/Starwood BMR, BMVA, Westin/Starwood Sponsor channels: Subaru, Cervelo, Pepsi/Gatorade, Timex, OCA, Active, Creemore Springs Sponsor channels: Subaru, Cervelo, Pepsi/Gatorade, Timex, OCA, Active, Creemore Springs Over 50,000 impressions expected Over 50,000 impressions expected

Advertising, Marketing & Promotion TV / Radio – value $5,000 PeakFM PeakFM Rogers Rogers Expo Participants pre-promoting the event – value $10,000+ and exposure to new audiences Select Tri events Select Tri events Ride to Conquer Cancer Ride to Conquer Cancer Gatineau Park Grand Fondo Gatineau Park Grand Fondo Ottawa Marathon Expo Ottawa Marathon Expo Tour de Creemore Tour de Creemore Waterloo ride Waterloo ride Ironman Lake Placid Ironman Lake Placid Total: $270,000+

2011 Organizational Committee Structure BMVA (supported by BMR) Lead resource on committee Lead resource on committee Contract with Centurion, TOBM, Regional Partners Contract with Centurion, TOBM, Regional Partners Event programming in the Village (concert/festival) Event programming in the Village (concert/festival) A funding partner A funding partner Centurion - 3 rd party supplier Turn key event operation Turn key event operation Marketing & Advertising Marketing & Advertising Registration Registration TSN production TSN productionTOBM Funding partner for advertising campaign Funding partner for advertising campaign In-kind logistics: Roads, Volunteers, Permits In-kind logistics: Roads, Volunteers, Permits Regional Partners (TBD – County, Creemore, Clearview…) In-kind Volunteer planning and support In-kind Volunteer planning and support Funding Funding

Centurion Cycling Festival The Blue Mountains & Area 2011 Request to Grey County  Collaboration with The Blue Mountains on permits, signage and road access  $10,000 investment in economic development for tourism

Centurion Cycling Festival The Blue Mountains & Area