Roanoke Times
Copyright (c) 1995, Landmark Communications, Inc.
DATE: SATURDAY, September 18, 1993 TAG: 9309180108
SECTION: VIRGINIA PAGE: A-1 EDITION: METRO
SOURCE: JOEL TURNER STAFF WRITER
DATELINE: LENGTH: Long
The Roanoke Valley will get the chance to show itself off to the world in May. And that might be the biggest payoff for being a stop on the Tour DuPont bicycle race, America's premier cycling event.
Officials are hoping the valley's exposure in the national and international media will help bring travel and tourism dollars long after the cyclists are gone.
The Tour DuPont will provide a direct and immediate economic boost for the Roanoke Valley. Hundreds of people in the race entourage will stop overnight in Roanoke and pump money into the economy.
This year, the cycling event generated an estimated $1.2 million in direct economic benefit to Richmond, one of the overnight stops, according to Steve Brunner, media director for Medalist Sports, the race's organizer.
But the big boost for Richmond came in publicity about the city and the race, which produced the equivalent of $4 million to $8 million in advertising value, Brunner said.
The Roanoke Valley will have to provide 400 complimentary hotel rooms and 600 dinners and breakfasts for the cyclists, coaches, trainers and staff.
But the estimated $60,000 cost for these rooms and other expenses easily will be offset if the race attracts as many spectators as anticipated, said City Councilman Delvis "Mac" McCadden.
If past races are an accurate barometer, thousands of people will line the course in a festive atmosphere. This year's race, which began in Wilmington, Del., and ended in the Piedmont Triad, N.C., attracted an estimated 1.8 million spectators. They watched the race free, but they spent money for food, lodging, fuel and other items.
If Roanoke gets a one-day time trial, as McCadden hopes, this will bring even more spectators into the valley to watch the event. In a time trial, the cyclists compete for the best time over a fixed course, rather than racing one another from city to city.
"This would bring people into the valley to see the cyclists rather than just standing along the highway to see them pass by," said McCadden, who has coordinated the effort to bring the race to the valley.
McCadden is district sales manager for USAir, one of the top three sponsors of the cycling event.
The 5-year-old race is sponsored by DuPont, one of the largest corporations in the world. It is managed and staged by Medalist Sports of Richmond.
The details on the race's course for next year and Roanoke's stop will be announced at a news conference soon. It had been scheduled this week, but was delayed because of DuPont's announcement that it will eliminate up to 4,500 jobs nationwide in its plants during the next year.
The Tour DuPont is patterned after the Tour de France, the world's most famous cycling event.
The cyclists, ranging from 100 to 125 a year, come from all over the world. Fans around the globe follow the event.
This year's race was telecast daily to 93 countries, second only the Super Bowl, which was televised in 102 countries. Approximately 20 million viewers watched the Tour DuPont daily this year.
Parts of the race were televised by ESPN, CBS and more than 20 local television stations in seven states from New York to North Carolina. Video news releases were distributed to television stations around the world.
More than 100 newspapers and magazines, including 15 foreign publications, ran stories on this year's race. Media credentials were issued to 726 reporters, photographers and other personnel.
The national and international publicity has been the biggest benefit for three nearby localities that were stops on the bicycle race this year - Lynchburg, Hot Springs and Blacksburg.
The race generated the equivalent of an estimated $2.2 million in advertising for Lynchburg, said Jeffrey Downin, executive vice president of the city's Chamber of Commerce.
Lynchburg already knew how to run a world-class sports event. It is host to the Virginia Ten-Miler, one of the top road races in the country. It attracts more than 3,000 runners a year, including many top foreign runners.
But the Tour DuPont attracts a larger audience and more international publicity.
Downin said the stop on the race cost Lynchburg about $55,000 - $40,000 for complimentary rooms and meals, and an additional $15,000 for security, traffic control and other services provided by the city.
Lynchburg was an overnight stop this year before the cyclists raced on to the Homestead and Hot Springs.
Downin said businesses and individuals donated to pay for the rooms and meals. Lynchburg donated police services and other city expenses.
McCadden said Roanoke's local committee hopes to do the same: raise the $60,000 in local costs by seeking corporate and other contributions.
McCadden said he already has been contacted by a national company that is interested in becoming a sponsor for the Roanoke stop. He would not identify the business before the race's course and stops are announced.
"From a visibility and public relations point of view, it is a wonderful event," said Mary Saunders, director of special events for The Homestead. "We love to have it."
The Homestead already is an internationally known resort, but the Tour DuPont race helped enhance that image.
The cyclists and the entourage stayed overnight at The Homestead this year before traveling to Blacksburg the next morning to begin the next leg of the race to Beech Mountain, N.C.
The cyclists were in Blacksburg less than two hours, but they created a lot of excitement. About 12,000 people jammed downtown to see the riders and participate in the festivities.
Because the cyclists stayed overnight at the Homestead, Blacksburg had to provide only about 25 complimentary rooms and meals for the race's staff.
Blacksburg provided police and marshals to block off streets and control traffic, but there were no major expenses for the town.
"The biggest benefit was the international recognition of Blacksburg and Virginia Tech. That was immense," Town Manager Ron Secrist said. He hopes the recognition will translate into post-race travel and tourism dollars.
Secrist said Blacksburg won't seek an overnight stop on the race next year because it would conflict with graduation for Virginia Tech From a visibility and public relations point of view, it is a wonderful event. We love to have it. Mary Saunders director of special events for The Homestead and Radford University. All hotel and motel rooms in the New River Valley will be booked.
But Blacksburg will seek an overnight stop on the 1995 race, he said. The event helped bring the community together and create a spirit of enthusiasm and unity, he said.
In Lynchburg, the race helped generate a "can-do attitude" that has produced a feeling of community pride, said Curtis Randolph, assistant to the city manager.
McCadden hopes the Tour DuPont stop will help build momentum to bring other events to the Roanoke Valley.
McCadden is chairman of the organizing committee, which includes representatives from hotels, Roanoke and Roanoke County recreation officials, the Blue Ridge Bicycle Club, Roanoke Valley Convention and Visitors Bureau and the valley's chambers of commerce.
"Now it's up to us to prove that we can raise the money and make it a success," McCadden said. "If we don't come through," he joked, "I'll have to leave town."
by CNB