Roanoke Times
Copyright (c) 1995, Landmark Communications, Inc.
DATE: SUNDAY, May 1, 1994 TAG: 9405020122
SECTION: CURRENT PAGE: NRV-10 EDITION: NEW RIVER VALLEY
SOURCE: By STEPHEN FOSTER STAFF WRITER
DATELINE: BLACKSBURG LENGTH: Long
Talking to businesses that have bought sponsorships for the Blacksburg and Wytheville legs of the Tour DuPont, the analogy between their motivation to put up money and the race itself becomes clear:
Both run on two wheels.
When the bicyclists ride by - past television crews, radio broadcasters, and newspaper reporters taking the race to the world - businesses hope their banners and advertisements will be seen far and wide. That's the wheel that crosses the finish line first.
"It's a fantastic opportunity," says Wytheville Mayor Trent Crewe. "Knowing that there is a place called Wytheville - that can't possibly hurt. It'll be the biggest thing to hit Wytheville, maybe ever."
Virginia Tech, which recruits students from all over the world, will provide rooms for the press and infirmary facilities for athlete drug testing.
The university has also organized its own Tour de Tech, a three-day science and engineering symposium expected to draw hundreds of students. Matt Winston, a spokesman for the university, said the school has put up at least $10,000.
For Tech, any international exposure can have tangible benefits. "I think that's why the university has made the investment," Winston said.
But it's the second wheel that probably plays a bigger part in the thinking of many businesses, particularly smaller ones.
That's the wheel of supporting the community, and pumping up the perception that their business is part of the Blacksburg or Wytheville families.
Blacksburg organizers say they've already raised enough money and in-kind contributions to pay the $50,000 tab for hosting a Stage 6 finish. Wytheville organizers says they've put $15,000-$20,000 toward the same effort for a Stage 7 start.
"We've had a lot of businesses just come forward," interested in sponsorships, said Renee Askren, director of recreation and community activities for Wytheville. "It hasn't been that hard."
But what do these businesses hope to get back? Is there a big return on their investment?
Ron Secrist, town manager for Blacksburg, expects downtown businesses to reap moderate rewards the day of the race when 25,000 to 40,000 people are expected to fill the town, enjoying the festival atmosphere, spending money at the 40 booths put up by local businesses, and, of course, watching the race's finish.
The Greater Blacksburg Chamber of Commerce will distribute coupons to many of the people involved with the race, which they can use for meals at 19 restaurants. Then the restaurants can cash the coupons back in with the chamber. Other businesses might benefit from the crowds.
But talk to many of the business people, and they'll tell you it's the good corporate citizenship angle that drives them more than any hope of financial return.
"I think they do it because it's a good deal for the community," said Harvey Shephard, director of the Greater Blacksburg Chamber of Commerce. "They aren't doing it to promote themselves."
"I don't know that that really pays off," says Linda Keciorius, part-owner of Blacksburg's PK's, which put up a $250 "silver" sponsorship. "I don't know that we're going to get anything for this."
"It's not because we need more business," she said. "It's in the spirit of a sports competition. I'm trying to do my part for the town."
"No, I don't think someone from Montana will be calling us," if they catch a glimpse of New River Valley Orthopaedics, another silver sponsor in Blacksburg, said office manager Bena Vitale. But, "it never hurts to get your name out there."
The office's two doctors, Marc Siegel and Ross Mackay, are team physicians for the Virginia Tech football team, and are sports-minded in general, she said. Last year, as the bikers took off out of town, "Dr. Siegel went flying out the back door with patients sitting in the office."
Steve Lester of Wytheville has put up around $3,500 in cash and in-kind sponsorships, from donating money in the name of his Ewald Lester Insurance Agency, to free printing for much of the race literature used in Wytheville. He and his wife even made a donation in their names.
Lester owns a cottage in Beech Mountain, N.C., where the bikers will race to from Wytheville. He saw the race last year.
He doesn't expect to make much immediate money off the sponsorships, rather, it's "your image, what the community thinks of you."
"People are starting to talk about it," he said. "Most people from Wytheville have never seen this before."
Bogle Tire in Wytheville also placed a sponsorship. Bill Painter, store supervisor, said the owner, R.W. Bogle Jr., "never mentioned what we're going to get back from it." He said the company wouldn't even fly a banner except that Tour organizers asked them to.
"We're not up there to push anything," Painter said. "We feel it's good for the town. We're not counting on any business from it."
"We have a real community focus," said Holdren's Vice-president Stan Cross. Holdren's is the Blacksburg leg's "title" sponsor. "That's a big reason why we got involved."
Cross says the community involvement has long-term, financial benefits, too.
"That appreciation does come back very definitely. It happens over a period of years," Cross said.
"It's hard to put your finger on the definite [return]," said Beth Ifju, director of sales and marketing at the Blacksburg Marriott. "Almost anything that we do promotionally we hope that we're going to benefit from it. Indirectly it's joining with the community."
Mike Matzuk, owner of East Coasters Cycling & Fitness and Blacksburg local organizing committee chairman, says it's pretty obvious why so many businesses have flocked to be a part of the race.
"It's like Ivory soap. It's 99.4 percent pure," he says. "As a sponsor you can be tied to something positive. It's good."
by CNB