Calgary Canadian Road Championship

CALGARY: RIDE THE RED MILE – 2018 & 2019 CANADIAN ROAD CHAMPIONSHIPS

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CALGARY: RIDE THE RED MILE – 2018 & 2019 CANADIAN ROAD CHAMPIONSHIPS

Table of Contents

EXECUTIVE SUMMARY ................................................................................................................- 5 -
INTRODUCTION............................................................................................................................- 6 -
COMMUNITY PROFILE ................................................................................................................- 8 -
GOVERNMENT SUPPORT & PARTNERSHIPS....................................................................... - 12 -
COMMUNITY SUPPORT & PARTNERSHIPS........................................................................... - 13 -
COMMUNITY ACHIEVEMENTS ............................................................................................... - 14 -
HOST ORGANIZING COMMITTEE OVERVIEW .................................................................... - 16 -
FINANCE ....................................................................................................................................... - 19 -
BREAK-EVEN ANALYSIS ............................................................................................................ - 21 -
SALES AND REVENUE GENERATION ....................................................................................- 23 -
MARKETING AND COMMUNICATIONS .................................................................................- 24 -
MARKET DEFINITION AND POTENTIAL..............................................................................- 28 -
MISSION, VISION, MEASURABLES...........................................................................................- 29 -
MARKETING STRATEGY ............................................................................................................- 30 -
DISTRIBUTION MANAGEMENT ..............................................................................................- 33 -
SPONSORSHIP ..............................................................................................................................- 34 -
SPONSORSHIP PACKAGES .........................................................................................................- 35 -
GUEST EXPERIENCE..................................................................................................................- 39 -
HUMAN RESOURCES .................................................................................................................. - 41 -
CRITICAL PATH ...........................................................................................................................- 43 -
ECONOMIC IMPACT ...................................................................................................................- 45 -
LEGACY PLAN...............................................................................................................................- 47 -
SPORT TECHNICAL ....................................................................................................................- 50 -
EQUIPMENT AND SUPPLIES .................................................................................................... - 51 -
HOST COMPETITION VENUES ................................................................................................- 53 -
ATHLETE AND TEAM SERVICES .............................................................................................- 55 -
ACCOMMODATIONS ...................................................................................................................- 56 -
FOOD AND BEVERAGE ..............................................................................................................- 59 -
TRANSPORTATION SERVICES .................................................................................................- 60 -
REGISTRATION AND ACCREDITATION ................................................................................- 63 -
VENUE MANAGEMENT AND OPERATIONS .........................................................................- 66 -
MEDIA SERVICES.........................................................................................................................- 68 -
MEDIA LIST................................................................................................................................... - 71 -

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CALGARY: RIDE THE RED MILE – 2018 & 2019 CANADIAN ROAD CHAMPIONSHIPS
HOSPITALITY AND PROTOCOL...............................................................................................- 72 -
CEREMONIES...............................................................................................................................- 73 -
SPECIAL EVENTS.........................................................................................................................- 74 -
WHY CHOOSE THE NAME “RAZZMATAZZ”?. ......................................................................- 75 -
HOW DOES RAZZMATAZZ CONNECT WITH CYCLING?....................................................- 84 -
RAZZMATAZZ BUDGET .............................................................................................................- 87 -
MEDICAL FACILITIES AND EMERGENCY SERVICES .........................................................- 89 -
BILINGUAL SERVICES ................................................................................................................- 90 -
ENVIRONMENTAL SERVICES .................................................................................................. - 91 -
WAREHOUSING, STORAGE, AND PROCUREMENT.............................................................- 92 -
RISK MANAGEMENT...................................................................................................................- 93 -
SUMMARY/CONCLUSION .........................................................................................................- 97 -
APPENDICES.................................................................................................................................- 98 -
APPENDIX 1 – STEAM RESULTS................................................................................................- 98 -
APPENDIX 2 – RAZZMATAZZ MUSIC FESTIVAL ................................................................. - 102 -
APPENDIX 3 – LETTERS OF SUPPORT.................................................................................. - 104 -
BIBLIOGRAPHY...........................................................................................................................- 110 -

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CALGARY: RIDE THE RED MILE – 2018 & 2019 CANADIAN ROAD CHAMPIONSHIPS

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CALGARY: RIDE THE RED MILE – 2018 & 2019 CANADIAN ROAD CHAMPIONSHIPS

Executive Summary

The Process: Bid Development Group in partnership with Sport Calgary, The Government of
Alberta, and the Alberta Bicycle Association, is proud to submit a bid to host the Canadian Road
Cycling Championships in the picturesque and vibrant city of Calgary. The city has an expansive list
of hosting awards and achievements, as well as an ever-evolving infrastructure that is gearing
towards making Calgary a premiere cycling city.
The history of Calgary hosting is among the best in the World. Not only has the city been host to
World-Class international competition, such as the 1988 Winter Olympics, but Calgary has also
hosted National events, such as the Grey Cup (Four times, most recently in 2009). Calgary has also
received accolades in the form of the 2016 Ultimate Sports City, with a final ranking of sixth in the
World.
Calgary’s ability to hold events is deeply rooted within the populace. Facilities can be found or built
anywhere, but the passion for excitement is what sets Calgary apart. The City has a large variety of
annual events that continue to draw not only the public, but the private industries as well. The
myriad of annual events include: The Calgary Stampede, The Calgary Marathon, The Calgary Folk
Music Festival, The Calgary Highland Games, and Pride Calgary.
Calgary is an internationally known city, which maintains its tight grasp on being uniquely Canadian
as well. We are among the only cities in Canada that maintains that “Old West” feel, and combines it
with a newer, more metropolitan feel.
The West Wants In.

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CALGARY: RIDE THE RED MILE – 2018 & 2019 CANADIAN ROAD CHAMPIONSHIPS

Introduction

First, the Logo:

Figure 1 – Official Event Logo

While Calgary sits just east of the Canadian Rockies, the mountains remain an important and an
iconic backdrop to the city’s skyline. We felt the importance to represent Calgary through the
surrounding mountains as a representation of the limits one can achieve through sports and cycling.
The road bicycle stands at the forefront and gives the 2D logo some perceived depth. The logo has a
modern look with colours that are representative of Calgary’s spirit and energy.
In 2004, the Calgary Flames went on a historic run to the Stanley Cup Finals that narrowly brought
the prized trophy to Calgary. During their run to the Cup, an estimated 55,000+ fans aligned 17th
avenue SW to celebrate the team’s successes as they made their way through the NHL Playoffs. The
Red Mile was then born, a name given to represent the sea of people wearing red coloured shirts in
support of their city’s hockey team. It is an important piece of history for Calgarians and Canadian
hockey fans.
We believe that by marketing our event to sports fans in Calgary and by tapping in to those nostalgic
feelings of a special time in Calgary’s sport history, that it would increase the profile of our event,
thus the event name: Calgary: Ride the Red Mile.

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CALGARY: RIDE THE RED MILE – 2018 & 2019 CANADIAN ROAD CHAMPIONSHIPS

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CALGARY: RIDE THE RED MILE – 2018 & 2019 CANADIAN ROAD CHAMPIONSHIPS

Community Profile

Calgary was founded in September of 1875, and gained official
incorporation as a city on January 1st, 1894; the inspiration for the name
came from Calgary Bay, which is near the Isle of Mull, Scotland. The
incorporation of the city was precisely 125 years ago as of January 2019,
which by all metrics, is a mark worth celebrating. To mark this special
anniversary, Calgary would be honoured to host a variety of events, and
to show Canada, as well as the rest of the World, what this city is all
about.

Figure 2 – Key Demographics

Calgary is the Province of Alberta’s largest city and the third largest city in Canada, and is one of the
most well known cities in Canada. Calgary’s economy includes energy, health and wellness,
transportation and logistics tourism and technology among others. It is also home to the second-
highest number of corporate offices in Canada.

The city of Calgary lends itself admirably to a wide variety of events. From sport to music, from
community-based events to premiere international events, and from small events to large events,
Calgary is a go-to destination. The city boasts the lasting presence of the NHL Flames, and the CFL
Stampeders. Both of which have been champions of their respective sports. Calgary is a city the
embraces, and loves, Sport. Calgary was the first Canadian city to host the Winter Olympics in 1988,
and is home to a large international airport with annual passenger traffic of approximately 15.6
million passengers.

Calgarians are satisfied with the services they receive and they want to unite in order to make life
better everyday for Calgarians. Serving the city that they love while providing public service helps in
maintaining the quality of life. The people are also inclusive and accessible which demonstrates the
high value of diversity in the city.

Vision: a great place to make a living, a great place to make a life.

Mission: Making life better every day.

Values: 1) Individual responsibility: I act responsibly, perform my duties to the best of my ability and
present myself as a positive ambassador for the City.

2) Collective accountability: We work together for the benefit of the people of Calgary.

Geography/Climate

Calgary is located between the Rockies and the
Canadian Prairies. The downtown area of the city is
about 1,045 meters above sea level. The climate is
humid and there is a mixture of highs and lows, which
makes for mild winters in the city. Average daily
temperature in June is around 14°C. Out of the largest
100 Canadian cities, Calgary has the largest number of
sunny days with an average of 322 per calendar year.

Figure 3 – Sunny days in Calgary

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CALGARY: RIDE THE RED MILE – 2018 & 2019 CANADIAN ROAD CHAMPIONSHIPS

Figure 4 – Calgary Attractions

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CALGARY: RIDE THE RED MILE – 2018 & 2019 CANADIAN ROAD CHAMPIONSHIPS

Hotels

Calgary is home to a wide variety of hotel and motel options to satisfy everyone from the
connoisseur to the laisser-faire competitor and visitor. Among the higher end, in terms of cost and
services, there are the following options:

Le Germain Hotel: Calgary
“Nestled at the foot of the Calgary
Tower in Calgary’s downtown area, we’re
just steps away from the Arts Commons
centre, the TELUS Convention Centre
and Stephen Avenue Walk. The hotel
features 143 boldly designed hotel rooms
in a state-of-the-art complex fully

outfitted with eco-friendly technologies for your utmost comfort. The hotel is an hour drive from
Rockies. Stay Downtown to discover the many attractions and restaurants Calgary has to offer and
enjoy your day trip to Banff. The best of both worlds!”

The Fairmont Palliser Hotel

“Welcome to Canada's most dynamic city
and Calgary's premier hotel. Centrally located
in downtown Calgary, Fairmont Palliser is
conveniently situated near the city's business
and financial district and is within walking
distance to the city's most exciting retail
shopping, arts, culture and entertainment
venues. Calgary's friendly spirit, coupled
with the city's vibrant urban ambience makes
for a metropolis of wonderful contrasts. Set in the heart of the city, Fairmont Palliser is a historical
landmark offering distinctive accommodation in elegant surroundings.”

Hyatt Regency, Calgary

“Experience one of the most desired downtown
Calgary hotels designed for you to collaborate,
celebrate and inspire. From our award-winning
Thomsons Restaurant to our high-tech business
center, you'll see why Hyatt Regency Calgary is the
premier destination for business and leisure
travelers. Get refreshed in our indoor lap pool,
stay energized in the StayFitTM Gym, and unwind
at Stillwater Spa. Our hotel features 33,000 square
feet of event space with state-of-the-art
audiovisual equipment and Wi-Fi access for
meetings and social gatherings.”

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CALGARY: RIDE THE RED MILE – 2018 & 2019 CANADIAN ROAD CHAMPIONSHIPS

Kensington Riverside Inn

“With a prime location on the banks
of the Bow River in Kensington
Village, Calgary’s iconic Peace Bridge,
Prince’s Island Park and the
downtown business district are just
moments from our door.

A welcoming atmosphere, modern
amenities and unique features make
our 19 guestrooms and suites a
perfect retreat for business and
leisure travelers visiting Calgary. All
accommodations feature stunning
design elements, high-speed Wi-Fi,
flat-screen TVs and spacious bathrooms with soaking tubs, bathrobes and slippers. Enhance your
experience with a river-view room, garden patio or a cozy fireplace.”

Figure 5 – Racing through the streets of downtown Calgary

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CALGARY: RIDE THE RED MILE – 2018 & 2019 CANADIAN ROAD CHAMPIONSHIPS

Government Support & Partnerships

Festivals and Events Subsidy Program (FESP)
The Festivals and Events Subsidy Program is devoted to ensuring that locally held festivals and
event have the support necessary to enrich the lives of the local populace. Subsidizing events can
play an important role in growing Calgary as an active, exceptional, and vibrant city.

Council Strategic Initiative Fund Guidelines (CSIF)
Assisting in one-time events or the first of a regularly occurring event, which encourage innovation
and have the potential to support or contribute to the priorities of Council.

Alberta Sport Connection – Event Support Program
The Event Support Program is a provincial program created to financially support Albertan cities in
hosting sports events. The National Championship level of competition can receive up to $10,000 in
government support.

Alberta EcoTrust Environmental Grants
Alberta is a province that supports environmental initiatives. As such, financial support is provided
for programs that encourage clean living and eco-friendly actions. Cycling is among the cleanest
forms of transportation available to the general populace, which we hope to promote by hosting this
particular event.

Community Facility Enhancement Program
Calgary has a desire to maintain and expand on the existing network of Bicycle-friendly
transportation pathways. The pathways will help to provide both a healthy and eco-friendly
transport option to our residents. With the significant funding available through this program, such
dreams can be made a reality.

City of Calgary Amateur Sport Grant
The government of the city of Calgary offers a wide variety of options for hosting various levels of
sport competitions. There are programs for capital expenditures, legacy programs, hosting costs,
athlete support, and community building grants, to name a few:

Aviva Community Fund
A program devoted to the betterment of the community.

Awesome Grants
Another program which concerns itself with the positive progression of the community and the
population of Calgary.

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CALGARY: RIDE THE RED MILE – 2018 & 2019 CANADIAN ROAD CHAMPIONSHIPS

Community Support & Partnerships

Calgary boasts a large number of corporate partners that would be interested in expanding the
national brand of the city. We currently have tentative partnerships with, or will be approaching, the
following, among others:

University of Calgary Cycling Canada
City of Calgary Cliff Bar & Company
CBC ATB
MEC NORCO
Alliance for Biking and Walking Calgary Farmer’s Market
BowCycle WinSport
Alberta Cycling Association Michelin
RE/MAX Real Estate Fiasco Gelato
Eau Claire Distillery Sidewalk Citizen Bakery
Sunnyside Natural Market Wild & Raw Superfood
Perogy Boyz Food Truck Mediterranean Diet Food Truck
Jane Bond Food Truck Bun Boys Food Truck
Farm Girls Food Truck The Happy Fish
Last Best Brewery VeloFix

Figure 6 – Calgary Cyclist Kris Dahl

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CALGARY: RIDE THE RED MILE – 2018 & 2019 CANADIAN ROAD CHAMPIONSHIPS

Community Achievements

The City of Calgary has hosted a wide array of sporting events in the past. These events have varied
in scope from international to municipal. Calgary is committed to a hosting program that would
enable the city to bring the world to our doorstep, while providing an excellent community for
domestic hosting opportunities. Included among these events are:

 1923 to present – Annual Calgary Stampede
 1963 to present – Annual Calgary Marathon (An official Boston Marathon Qualifier)
 1988 Winter Olympics – First Canadian city to host the Winter Olympics. Among the

largest International events available for hosting.
 2000 Grey Cup – BC Lions vs. Montréal Alouettes
 2004 Stanley Cup Playoffs – 12 Home games at Pengrowth Saddledome.
 2009 Grey Cup - Montréal Alouettes vs. Saskatchewan Roughriders
 2009 Brier – National Curling Championships. Team Alberta with a 10-4 win over Team

Manitoba.
 2012 to present – Various stages of the Tour of Alberta
 2012 World Juniors – Co-Host with Edmonton. Sweden defeats Russia in a 1-0 Overtime

thriller.
 2017 Canada Soccer U-15 National Championships

Figure 7 – Tour of Alberta

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CALGARY: RIDE THE RED MILE – 2018 & 2019 CANADIAN ROAD CHAMPIONSHIPS

Host Organizing Committee Overview

The Host organizing committee consists primarily of six dedicated members who will be overseeing
the entire process.

Detailed below are these members who will be responsible for not only the bidding process, but the
hosting duties as well.

Patrick Webber: As President and CEO of The Process, Patrick will be responsible for
the overall management of the bid process, as well as the event. He has a background in
managing people and overseeing the logistics of several large festivals. Patrick will be
spearheading the bid committee, and will be the responsible for the overall direction
and strategy of The Process.

“I place my trust in this team. We have a common vision, and the gumption to see it
through. Each member of this committee has the authority they require to get this thing done
properly.”

Pascal Villeneuve: As the Communications Manager, Pascal will develop and
integrate public relations plans for the event while building relationships with local
and national media and event sponsors. Pascal will also be responsible for the
creation and distribution of written materials such as press releases, media advisories,
etc. He will be responsible for the operation of the social media channels by
following an agenda that will serve to inform and involve the community in its effort
to serve as the gracious hosts of the 2018/2019 National Cycling Championships.

Michael Nguyen: As Chief Financial Officer, Michael will be in entrusted with all
things Economic and Financial for the 2018/2019 National Cycling Championships in
Calgary. Michael will be responsible for STEAM projections, Sponsorships and Grants,
as well as budget. Michael has a business and finance background and will provide
excellent organizational skills and time management.

Jean-Phillippe Ruel: As Director of Human Resources and Operations, J.P. will
be mainly responsible for the day-to-day operation of the event. J.P. holds a
bachelor’s degree is Social Sciences from the University of Ottawa, and will be
entrusted to oversee scheduling and logistics of the event. J.P. is fluent in both
French and English, allowing for proper communication between any, and all,
persons.

Michael Reid: As Director of Marketing, Michael is responsible for developing
digital marketing strategies that will help build the awareness of the 2018 Canadian
National Cycling event. His skill set ranges from successful brand strategies, attractive
graphic designs and professional photography that will be used profoundly in this bid.
Michael’s experience working in marketing overseas in Brazil and at Carleton Athletics
over the past 2 years will be extremely valuable on the Calgary Events Hosting Committee.

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CALGARY: RIDE THE RED MILE – 2018 & 2019 CANADIAN ROAD CHAMPIONSHIPS

Ghous Bilal: As Director of International Relations and Cycling Canada Liaison,
Ghous is responsible for maintaining the lines of communication between Cycling
Canada, The Process, and our partners. Ghous will also be responsible for the
establishment and maintenance of any foreign interests, including funding and VIK
contributions.

Other Positions to be Filled:

Other positions, to be filled by the partnership group, include:
 Director of Venue Operations – Responsible for the maintenance and day to day operation
of venues and road closure maintenance.
 Director of Legal Affairs – Responsible for all legal aspects of the bid committee, as well as
ensuring sensitive information and correspondence is secured.
 Director of Logistics – Responsible for ensuring safe and timely delivery and scheduling of
required materials.

Figure 8 – Cycling is for all ages

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CALGARY: RIDE THE RED MILE – 2018 & 2019 CANADIAN ROAD CHAMPIONSHIPS

Finance

Various associated merchandise will be sold/included in our participation fee throughout our cycling event. As we all know, sponsors pay a lot to
be at events such as these, and we would like to make sure that their contributions are recognized.
With the inclusion of our various sponsors, we believe we can include various goodies, such as coupons and gear, in the gift bags that will be
included for all registrants.
Example - Cycling accessories from cycling merch stores. T-Shirts honouring the event.

Revenues

Figure 9 – National Championships Revenue Projections

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CALGARY: RIDE THE RED MILE – 2018 & 2019 CANADIAN ROAD CHAMPIONSHIPS

Expenses

Figure 10 – National Championships Expenses Projection

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CALGARY: RIDE THE RED MILE – 2018 & 2019 CANADIAN ROAD CHAMPIONSHIPS

Figure 11 – National Championships Projection

Figure 12 – FESP Breakdown

Break-Even Analysis

While hosting the National Road Championships in Calgary, The Process looks to have initial total
expenditures of just over $1 million dollars. On the other side, revenues look to generate just
enough bringing the host organization $1.1 million dollars.
As the city of Calgary get involved in hosting the National Road Championships through grants and
extra funding, the different of revenue is $70,043.95. This is a positive impact on the host
organization, as we look to not only create a sport impact on the city, but we also want to prove that
through different methods, we are able to generate revenues.
That being said, If the National Road Championships will be hosted in Calgary, the break-even point
for this event will be $1,027,340.00. Any revenue generated past the total expected expenditures will
have the host organization in the green zone.

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CALGARY: RIDE THE RED MILE – 2018 & 2019 CANADIAN ROAD CHAMPIONSHIPS

Revenues vs Expenses
Cash

$676,738.72 $755,102.87 1 Expenses
47% 53% 2 Revenues

Figure 13 – Cash Revenue vs. Expenses

Revenues vs Expenses
VIK

$161,688.74 1 Expenses
33% 2 Revenues

$331,147.97
67%

Figure 14 – VIK Revenue vs. Expenses

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CALGARY: RIDE THE RED MILE – 2018 & 2019 CANADIAN ROAD CHAMPIONSHIPS

Sales and Revenue Generation

This cycling event does not have a focus on ticket sales. Meaning, we will have to add in a fee for
participation, rather than focusing on spectators. There will be price packages for 1 Day, 3 Day, and
5 Day registrations.

Cost of Registration:

 $50 Early Bird Registration until April 15, 2018;
 $60-$80 Regular Registration from April 16 – June 10, 2018.

Make sure to register early due to limited space!

Children 12 and under are free! Registration will be open until 5 p.m. on June 10th, 2018 or until we
reach capacity.

*Note: Trailers and tag-alongs are not permitted due to the nature of our course.

Including in this fee will be different tiers of packages people may purchase. Most notably, we will
go Bronze, Silver, Gold packages. Each containing something different, but will consist of similar
products. We are also exploring the possibility of allowing for the sale of tickets that would allow for
a “behind the scenes” capacity. This would allow for certain youngsters to interact with the riders
competing in the events. As well as a Participatory ticket that would allow for riding the same course
as the races, with a bonus ticket to the next day’s race.

What do you receive with your registration?

Adults and Youth will receive a Calgary: Ride the Red Mile t-shirt (Children’s t-shirts are available
for purchase).

This participation fee could go towards the legacy for Calgary to help children in need to receive
bikes. For example, we may want to connect with the Calgary Sport Hall of Fame to get the alumni
involved in creating excitement with games with cycling-related prize giveaways and public
interaction (Meet & Greet).

Raffle for a Calgary Stampeders game, which will be offered in gold tier packages only.
There would be an early bird fee for those that are willing to purchase the various levels of our
bundle, which includes additional goods not otherwise available to the general public.

50/50 program

Half the total of the pool will go to the winner, the rest will go towards a charitable organization
based in Calgary, which works towards giving children an active start.

We will incorporate community cycling clubs (Crankmasters) for help in providing bike tuning, free
basic accessories (lights, reflectors, etc)

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CALGARY: RIDE THE RED MILE – 2018 & 2019 CANADIAN ROAD CHAMPIONSHIPS

Marketing and Communications

Marketing Goals

Marketing efforts contribute to selling 80% of tickets for the start and finishing line 2 months in
advance of the event:

 Have Title Sponsor locked up 6 months in advance of the event.
 Have 3 big ticket sponsors (gold level) locked up 6 months in advance of the event
 Have 4 silver level sponsors locked up 8 months in advance of the event
 Have 5 bronze level sponsors locked up 10 months in advance of the event (shows sponsors

care about the event early in the process. Could have some local businesses get involved here
as well)
 Sell 75% of all pre-event merchandise 2 months ahead of the event
 Sell 90% of all merchandise inventory by the end of 2018 (sales will come after the event and
can be marketed further)
 Hold 3 fundraiser events (small, medium and large) 6 months in advance of the event
 Have the brand awareness of Cycling Canada grow by 15% by end of 2018
 Have the brand awareness of Cycling Canada grow by 25% by end of 2019
 Brand awareness for Tourism Calgary increases 5% by the end of 2018. Increase 10% by end
of 2019.

Figure 15 – SWOT Analysis

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CALGARY: RIDE THE RED MILE – 2018 & 2019 CANADIAN ROAD CHAMPIONSHIPS

Company Analysis

Cycling Canada uses the Canadian Road Championships in order to promote not only road cycling,
but cycling throughout the whole country. To pursue world class high performance results by being
a leading cycling nation in the world. To develop character development at all ages and levels, as well
as to improve the health and lifestyle of all Canadians. The Process will do everything it possibly can to
successfully achieve and surpass the objectives that have been established by Cycling Canada. There
will be a particular focus on 3 different disciplines within the Road Events for this National
Championship (Road race, Criterium and Time Trial) for Elite and Junior for both Men and
Women.

As a company, The Process will be working in conjunction with what Cycling Canada in trying to
achieve the following plan of action. The expectation is to have a cycling event that can be used as
the golden standard for Road Race Events which will further the legacy of the city of Calgary. With
a focus on improving the health and lifestyles of all Canadians, increasing participation among the
youth and among clubs in Calgary goes hand in hand with what Cycling Canada is trying to
accomplish.

Cycling Canada governs the provincial and territorial cycling associations who ultimately, govern
local clubs in their respective province or territory. This has a trickle-down effect because the efforts
that Cycling Canada put forward in order to achieve their objectives eventually reach out to the
different communities which end up reaching the youth and the cycling clubs.

When it come to marketing, involving national-level cyclists, endorsing and promoting technology
and getting involved with universities will be the main things that will be focused on. The goal is to
make the event more interactive for the target markets and fans, but also to make marketing to the
different parties involved easier for Cycling Canada. The belief is that fluidity and
comprehensiveness are what bring together everyone involved in an event of this magnitude and we
want to make the event close to perfect.

Cycling Industry

 Cycling is one of the top growing sports in North America and one of the largest sports in
the world.

 There are over 65 million active participants in cycling.
 More money is spent on cycling than golf, tennis, skiing & snowboarding combined.
 There are twice as many bicycles in the world as cars.
 Each year, $650 million is invested globally in cycling teams & events.

Competitor Analysis

The Canadian Road Championships are held in the middle of June. The summertime in Calgary can
get overly busy with two major competitors near the time of our event: namely the Calgary
Stampeders football team and the historic Calgary Stampede.

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CALGARY: RIDE THE RED MILE – 2018 & 2019 CANADIAN ROAD CHAMPIONSHIPS

The Calgary Stampeders of the CFL usually have their home-opening game sometime at the end of
June which would be a week or two after the Cycling Canada Road Race National Championships.
The Calgary Stampeders games are a popular event to go to. Since the 2014 CFL season, the team
has had the third highest average home attendance in the league with an average of 29,136 fans per
home game over those three years.

Regarding the Calgary Stampede, it is the biggest event of the year in Calgary. The Stampede is
scheduled for the second week of July. Not only does the Stampede have rodeo every day, but it also
includes shows, music and attractions. Over the course of 10 days, the Stampede attracts over 1.2
million visitors from around the world.

The key to our success will be to involve every age group in the city, to promote inclusivity on a
national level in hopes of encouraging the future wave of national cyclists.

Figure 16 – Beautiful views in Calgary

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CALGARY: RIDE THE RED MILE – 2018 & 2019 CANADIAN ROAD CHAMPIONSHIPS
Perceptual Map:

Figure 17 – Perceptual Map of Calgary Cycling

Customer Analysis & Target Market
The main target market are the riders and their families. Without an event that caters to them, we
cannot have success. This, of course, means that some sacrifices may have to be made in terms of
spectators and tourists.
The riders be coming from all over the country and may have a diverse and varied background. The
definite common denominator between them all will be their elite cycling ability.
The secondary market consists of cycling enthusiasts between the ages of 25 and 50. We will attempt
to encourage some form of participation.
Due to the nature of cycling as an event, the main draw to the races themselves will be for cycling
club members and enthusiasts. However, with the addition of several key marketing events, we feel
that the general population of Calgary will be encouraged to attend to be a part of the event. The
events surrounding the races will be the big draw for the general population, with cycling becoming
a benefactor of the growth that a large festival atmosphere can provide.

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CALGARY: RIDE THE RED MILE – 2018 & 2019 CANADIAN ROAD CHAMPIONSHIPS

Market Definition and Potential

Market definition:

Calgary is known as a city that generally commits time and money on winter, with a high level of
success. Nonetheless, Calgary is in fact a great sports city, summer activities included. We do not
host winter sports exclusively, and we are proud to show off the city’s potential as an all-season
sporting mecca. Calgary will be showing the beauty in and around the city, as well as how passionate
Calgarians are for all sport cultures.

Potential:

This event has the potential to showcase active living, and the benefits that come with that. Cycling
can provide the human body with an exceedingly efficient workout, and lends itself to a healthy
lifestyle. With Calgary being “The gateway to the mountains”, providing multiple options towards
achieving that goal is one of the many keys towards a healthy and active population.

Targeting: Calgary will make use of several standard marketing tools, as well as viral and crowd
marketing. The key market for this event is invariably the participants themselves, but we can draw
out some of the residents of the city through an active participatory role and a focus on the event
itself.

AIDA Model

Figure 18 – AIDA Model

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CALGARY: RIDE THE RED MILE – 2018 & 2019 CANADIAN ROAD CHAMPIONSHIPS

MISSION, VISION, MEASURABLES.

Our Bid Development Group firmly believes in establishing and following a plan of action. The
common saying of “when you fail to plan, you plan to fail” holds true in all walks of life. Our
committee will establish and enact The Process by which this event will be a success.

Mission
To stage a cycling event that can be used as the standard of excellence for successful Road Race
events across the country.

Vision
To continue to build on the legacy that Calgary has been fostering as an excellent Sports city, and to
deliver a cycling event that will promote the sport within both the city, and the country.

Goals

 To show that Calgary can and should be included among the top 5 cycling destinations in
Canada by the end of 2019.

 To increase participation among the youth of Calgary in cycling by 15%.*
 Increase membership to Calgarian cycling clubs by 10%, annually.
 To further establish Calgary’s profile towards the goal of hosting the 2026 Winter Olympics.

Measurable Success Indicators

 The measurable increase in cycling infrastructure within city limits by the end of 2018.
 The measurable increase in cycling infrastructure within city limits by the end of 2019.
 The increase of participation among the youth of Calgary in Cycling.
 The increase in participation among the adult population, with a focus on men’s participation, of

Calgary.
 A 10% increase in cycling club membership in 2018.
 A 10% increase in membership in 2019.
 Measure volunteer participation, and increase the 2018 number by 10% for the 2019 event.
 Plans are being made to establish a velodrome within Calgary. Construction begins in 2019.

Figure 19 – Calgary cycling group

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CALGARY: RIDE THE RED MILE – 2018 & 2019 CANADIAN ROAD CHAMPIONSHIPS

Marketing Strategy

All marketing and promotional efforts constructed by the host organizing committee will attempt to
bring additional brand awareness to Cycling Canada and will hope to further promote Calgary as a
year-round sporting destination. Calgary cycling clubs and biking enthusiasts will be our main target
audience for the bid with a secondary focus on the youth of Calgary in order to inspire healthy living
through outdoor cycling and active living. By focusing our marketing efforts to building up Calgary’s
biking scene we are hoping to see a 10% membership increase in all of Calgary’s cycling clubs by the
end of 2018 and additional 10% increase in 2019. Furthermore, through our promotions we are
hoping to see a 25% increase in Cycling Canada’s brand awareness by the end of 2019 that will can
be measured through quantitative surveys online and added social media followers throughout the
year.

Product and Brand Management

Fans of cycling and fans of sport are the two target audiences we need to keep satisfied in order for
the 2019 National cycling event to be successful. Outside of the participants themselves if fans get
bored with the event they could go to social media to express their opinions negatively. What this
means is that first impressions through our promotions are everything, so the marketing tactics for
the 2018 national cycling event will be more detailed.

One way we can ensure that the fans have a great experience is to get some of Canada’s Olympic
cycling medalists (National or Olympic level) to either be at the event itself or conduct a
signing/meet and greet to help promote the event for Calgary specifically through talks and speaking
to Calgary citizens. Allison Beveridge (23), Kate O’Brien (28), Monique Sullivan (28), and Tara
Whitten (36) are all Calgary born national-level cyclists that we could use to help promote this event
for Calgary. We could also spread out the cyclists to speak to age groups that are most closely related
to the target markets they represent. Beveridge seems like a young up and comer on Canada’s
national team so maybe she could speak to younger cyclists in Calgary where O’Brien and Sullivan
could speak to university/young adults and Whitten for the more
seasoned generation. Each of the cyclists have a unique story that
could be used for inspiration to their audiences to get more
Calgarians involved in cycling and come to the event. The “meet
and greets” for these athletes could warrant a price of $5 or could be
included with a VIP ticket purchase for the 2018/2019 National
Cycling Event and further promotes the Cycling Canada brand.

Additionally, cheap financial ways for viewers to stay active/engaged Figure 20 – Snapchat Filter
for this type of event would be to have SnapChat filters throughout
the week leading up to the event. Furthermore, there could be a
filter for the start and finishing lines that gives spectators a chance
to be more creative on social media while watching the races. This
can further grow the social media presence of both Cycling Canada
and Tourism Calgary which forces both NSO’s to be more modern
with their social media approach. Active users of SnapChat want
more filters that they can use to express their creativity so why not
have these options available for the event itself?

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CALGARY: RIDE THE RED MILE – 2018 & 2019 CANADIAN ROAD CHAMPIONSHIPS
In terms of making sure good interactions are met during and before the event, it is critical that all
of our Calgary promotional efforts involve a welcoming and friendly brand that provokes interest in
citizens and tourists. We have to remember that word of mouth promotion is very important for an
event such as cycling as we want our promotional efforts to inspire inclusion throughout the city of
Calgary.
One way we can start to spark up the conversation about the national cycling event in Calgary is to
have uniquely marketed Rickshaws running around the downtown core. Calgary is already well
known for running rickshaws downtown during the spring and summer months so we would want
to use some of these to promote our event within the city. It is important to properly brand the
event on the rickshaw itself and to have the driver/runner speak briefly about the event to increase
awareness. Simple and approachable is what we are aiming for and we feel the rickshaw promotional
effort would be an easy way to do reach this goal.

Figure 21 – Rickshaw with event branding

Additionally, the University of Calgary has two campuses near the downtown core that could be
used to help design unique posters through its student body. Summer classes would be under way
which means that the student population is not as high as it would be in the fall/winter however,
there are always students looking for resume boosters to help them in future endeavours. Cycling
Canada or Tourism Alberta could create a ‘design your best road race poster’ for LinkedIn exposure
or networking opportunities that could inspire the young adults in Calgary and give them a chance
to promote sport in their city. Furthermore, free VIP tickets with free meet-and-greet privileges
could be awarded to the students who have their posters chosen for promotional efforts along with
the resume/LinkedIn credit from Cycling Canada.
A great opportunity for the young graphic designers!

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CALGARY: RIDE THE RED MILE – 2018 & 2019 CANADIAN ROAD CHAMPIONSHIPS

How do you make a cycling event enticing for the spectators?
 You focus on using and endorsing the technology available.
 SnapChat filters - A new filter every day should help keep the competition fresh for the
duration.
 VIP seating at the start and finish
 Post-event festivities – Featuring local bands, Fringe Artists, Buskers, etc.
 University student involvement – Exact capacity to be determined.
 Get the youth bikers involved in the marketing – Youth involvement with professional
riders should yield extra enthusiasm.
 Rickshaws riding around the city to
promote the event – Make use of the
community and grassroots marketing.
 Gift bags for the participants, and draws
for prizes for others.
 Come meet Olympic gold medalist and
Calgary native Monique Sullivan!

Figure 22 – Calgary Native Monique Sullivan

In order to ensure that everyone has positive interactions while attending this event:

 Always have an approachable brand and
friendly face

 Rickshaw promotional works
 Get the university students involved in a

create your own unique poster for
Cycling Canada
 Must have the University of Calgary on
board and Cycling Canada should
promote youth cycling within the city of
Calgary

Figure 23 – Tour of Alberta

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CALGARY: RIDE THE RED MILE – 2018 & 2019 CANADIAN ROAD CHAMPIONSHIPS

Distribution Management

Broadcast Rights:
Streaming will be hosted through the CBC Sports website, and will be capable of streaming to all
devices. (Phones, Tablets, Desktops, Laptops, etc.)

Media Relations:
On May 30th, 2017: The city of Calgary will publicly announce our intent to bid on the Road Race
National Championships. This conference will be preceded with a Media Release on May 29th, which
will be sent to all media outlets and interested parties.

Tactics

Downtown cycle track pilot project.
We will announce the expected date of successful completion of Downtown cycle track pilot project
in which improvement will be done for the cycling track network in Calgary. That would help us to
encourage people of Calgary to purchase the tickets.

Early bird pricing
We will have at least 2 different types of pricing: early bird and regular. We will even have more than
one type of early bird pricing to encourage people to buy before the prices increase. This sense of
urgency will encourage people to buy sooner.

Different pricing for tickets and registrations
Issuing different pricing for tickets will help us accommodate all participants and spectators and
drive more ticket sales. We will also consider tickets like a student ticket or registration and group
pass or registration.

Gamify the act of event
We will host contests or games with our network to promote road cycling event and drive ticket
sales. We will promote the conference by giving away free tickets, whoever tweets the most with
#CyclingCanada, #Razzmatazz, #Ridetheredmile, and #WestWantsIn. Everyone loves a little
friendly competition.

#RidetheRedMile
#CyclingCanada
#WestWantsIn
#Razzmatazz

Figure 24 – Twitter Hashtags

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CALGARY: RIDE THE RED MILE – 2018 & 2019 CANADIAN ROAD CHAMPIONSHIPS

Sponsorship

An analysis by product category was undertaken using historical data as a guide along with expense
categories that traditionally provide VIK services and goods to major sporting events. The categories
that will be targeted are as follows:

Telecommunications, Automobiles, Computer Hardware, Website, Document Handling,
Electronics, Banking, Results & Timing, Financial Services, Photo Finishing and Cameras, Power
Generation, Beverages and Water, Radio, Television, Newspaper, Computer Software, Postal &
Courier Services, Freight Forwarding, Liquor Commission, Insurance, Retail & Merchandise, Freight
Transportation, Coffee & Snacks, Airline, Furniture, Medals, Audit and Tax Services, Cycling
Equipment

Benefits of Sponsorships

The Process understands the necessity for sponsorships. It is an age-old trade-off: additional revenue
for the host committee in exchange for brand promotion at the event. Corporate sponsorships can
have many benefits to an organization. To begin, it gives your brand an opportunity to showcase
itself and make a great impression in a public setting. Those attending the event are likely to see your
brand displayed, increasing your brand recognition. Secondly, all events bring together a different
demographic, thereby increasing your reach to the community. Thirdly, by committing to certain
sponsorship packages, an organization can be granted an opportunity and a great platform to
connect with their consumers. This type of face-to-face interaction can create brand loyalty, an
important factor in having long-term success in business. Lastly, involvement in events and having
your brand advertised will show consumers the commitment to growth.

Sponsorship Pricing

The methodology for the pricing of our Sponsorship Packages was to consider the value being given
to the sponsor while still allowing the event to be run with sufficient capital. Each superior package
offers something that is of more value than the next in terms of advertisement space, and unique
marketing opportunities that have greater potential to convert itself into higher return on
investment.

Our Bronze Package is being offered for $1,000, but includes very little in terms of brand
promotion. As we begin to rise in demanded price, we also expect some of the value to be covered
in terms of value-in-kind.

We suspect that the Title Sponsor will be able to provide a large portion of the package value in the
form of goods and services. Organizations are generally more willing to contribute in this fashion as
opposed to simply handing over the desired amount. The value of in-kind sponsorships can often
surpass the monetary value they would have otherwise received, so it is a win-win situation for both
the sponsor and the hosting committee.

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CALGARY: RIDE THE RED MILE – 2018 & 2019 CANADIAN ROAD CHAMPIONSHIPS

Sponsorship Packages

In order to accommodate all willing sponsors, we have created 4 levels of sponsorship packages that
vary in prices and benefits that you will find below. Each package has a detailed list of the benefits
associated with the sponsorship level as well as the listed price.

Figure 25 – Title Sponsor Package

Figure 26 – Gold Level Sponsor Package

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CALGARY: RIDE THE RED MILE – 2018 & 2019 CANADIAN ROAD CHAMPIONSHIPS

Figure 27– Silver Level Sponsorship Package
Figure 28 – Bronze Level Sponsorship Package

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CALGARY: RIDE THE RED MILE – 2018 & 2019 CANADIAN ROAD CHAMPIONSHIPS

Sponsorship Rationale & Benefits

Potential Sponsors Benefits

Coca Cola Co. (Powerade) Promotion of products for the duration of event

City of Calgary Host city, bringing economic impact and legacies

Cliff Bar & Company Promotion of products for the duration of event

CBC Broadcasting event. Main media outlet.

ATB Awareness leads to bigger clientele. Local bank

MEC Promotion of products for the duration of event

NORCO Promotion of products for the duration of event

Alliance for Biking & Promotion of awareness to community
Walking

Calgary Farmers' Market Promotion of products while offering VIK
Cycling Canada
Promotion of Calgary Cycling Association. Increase
participants

BowCycle Promotion of local store and products for the duration of
event

WinSport Promotion of local facility. Increase membership

Promotion of Cycling participation. Increase participant
Alberta Cycling Association count.

Shimano Promotion of products for the duration of event
Promotion of business. Increase turnover
Bowness Mainstreet
Business

Michelin Promotion of brand and products

RE/MAX Real Estates Promotion of brand. Increase clientele

Fiasco Gelato Promotion of brand. Increase clientele. Will be at Razz

Eau Claire Distillery Promotion of brand. Increase clientele.

Sidewalk Citizen Bakery Promotion of brand. Increase clientele. Will be at Razz
Sunnyside Natural Market
Wild & Raw Superfood Promotion of brand. Will be at Razz. Promotes 'green'
eating habits

Promotion of brand. Will be at Razz. Promotes 'green'
eating habits

Perogy Boyz Food Truck Promotion of brand. Increase clientele. Will be at Razz
Promotion of brand. Increase clientele. Will be at Razz
Mediterranean Diet Food
Truck

Jane Bond Food Truck Promotion of brand. Increase clientele. Will be at Razz

Bun Boys Food Truck Promotion of brand. Increase clientele. Will be at Razz

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CALGARY: RIDE THE RED MILE – 2018 & 2019 CANADIAN ROAD CHAMPIONSHIPS

Farm Girls Food Truck Promotion of brand. Increase clientele. Will be at Razz
The Happy Fish
Last Best Brewery Promotion of brand. Increase clientele. Will be at Razz
Velofix
Promotion of brand. Increase clientele.

Promotion of brand. Mobile bike shop

Figure 29 – Sponsorship Rationale

Partnership Rationale & Benefits

Partners Benefits

Active at School Promotion of youth engagement of physical activities

CBC Broadcasting event. Main media outlet.

Tourism Calgary Influx of tourists for Calgary. Money is spent

Calgary CrankMasters Promotion of local cycling club. Increase membership

University of Calgary Acknowledgement of Venue usage & Promotion of
University

Bicycle Art by Lugia Zilli Promote her art work for bicyclist enthusiasts

Canadian Tire JumpStart Charity to promote biking to work competition

KidSport Charity to promote biking to work competition

Bike Calgary Promotion of awareness to community. Increase
participants

Promote the games, while bringing in awareness of
Media Outlets in Calgary channel

Calgary Flames Promotion of charity. Awareness to public
Foundation

Canadian Cancer Society Promotion of charity. Awareness to public

Last Best Brewery Promotion of brand. Awareness to public.

Calgary Attractions Promotion of activities. Discounted pricing with coupons.

Habitat Promotion of products for the city.

Figure 30 – Partnership Rationale

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CALGARY: RIDE THE RED MILE – 2018 & 2019 CANADIAN ROAD CHAMPIONSHIPS

Guest Experience

There must also be a festival atmosphere surrounding he event. Possible options include:

Daily Entertainment provided

In order to attract attention, and maintain a family atmosphere, there will be a multitude of activities
and entertainment options provided. There will be nightly musical acts, of a wide variety of genres,
to provide a positive atmosphere to all our guests. Possible acts include:

 A.Y.E
 Locomotive Ghost
 The Dudes
 Chad VanGaalen
 Smalltown DJs
 Woodpigeon
 Dragon Fli Empire
 Jean Sebastian Audet
 The Summerlad
 Transit22
 AYOO ANGIE
 HalfCut
 Tegan and Sara
 Feist
 Chixdiggit!
 Belvedere

Figure 31 – Teagan and Sara Performing Live

Celebrity Appearances

There are quite a few local, cycling-related, celebrities that could make an appearance for autograph
sessions, or for speaking arrangements. The list of potential celebrities could include:

Allison Beveridge (Olympic Cyclist)

Kate O’Brien (Olympic Cyclist)
Monique Sullivan (Olympic Cyclist)
Tara Whitten (Olympic Cyclist)
Mikael Colville-Anderson (Former cyclist-turned journalist)
Kristopher Dahl (Olympic Cyclist)
Jaye Milley (Paralympic Cyclist)

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CALGARY: RIDE THE RED MILE – 2018 & 2019 CANADIAN ROAD CHAMPIONSHIPS

Kiosks
The ability for local food trucks and local businesses to set up and ply their trade will be key in
providing both entertainment and varied cuisine to the guests. Possible kiosk operators are: Food,
Souvenirs, advertisement space, etc.
As part of the festivities, The Process will
allot 10 spaces for food trucks per day
over the course of the event for a
reasonable placement fee. Once vendors
claim their spots, they are entitled to all
proceeds from all sales they have made.
This will allow for vendors to profit
from the traffic, while providing much
needed capital for a smoothly running
event.

Figure 32 – Perogy Boyz in Calgary

Family Zone
Families often accompany the riders to the destinations, and family-driven events are often more
enticing to the citizenry than single-attendant events. Along with this theme, we have decided that a
family-themed event/park will be made available. In this park, there will be a large selection of kid
friendly activities to ensure that families of all size are able to get outside and enjoy the fine weather
while experiencing the athleticism of National level cycling, potentially for the first time.
Included in the Family Zone will be:

 Face Paint – a beautiful Calgary
themed Red.

 Bicycle themed balloon animals
 Candy zones featuring Cotton Candy

and Ice cream
 Arcade games
 For the Adults – Workshops and

speakers.

Figure 33 – Calgary Stampeders FanFest

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CALGARY: RIDE THE RED MILE – 2018 & 2019 CANADIAN ROAD CHAMPIONSHIPS

Human Resources

Recruiting Volunteers
The province of Alberta, and the city of Calgary, have a very long and successful history of
volunteerism through sport. A call for volunteers will be sent out through the Calgary 2018 website,
the cycling Canada website, as well as various volunteer databases such as Volunteer Alberta, and
Propellus. Other opportunities to recruit will be afforded through the city of Calgary website, and
the Alberta Bicycling Association’s websites.

Figure 34 – Volunteer Alberta

Figure 35 – Propellus

Training Volunteers
All successful applicants will be contacted via email to inform them of the position(s) they have been
selected for. An information package will be sent to all successful applicants which will include an
event schedule, information regarding the positions being filled, and a personalized schedule for
when they have been scheduled to work. This packet will be sent out several weeks prior to the
event kick-off. There will be special attention paid to those with bilingual abilities, as we have made
it a priority to ensure all teams can be spoken to and communicated with in their language of choice.
Training will be done a few days prior to the event beginning.
Coordinating Volunteers
Volunteers will be required to check in when arriving for their shift. We will also be attempting to
schedule approximately 3-5 extra volunteers for each shift, as scheduling conflicts and last minute
emergencies can often cut into the availability of the volunteer pool. Several coordinators will be on-
site to ensure a quick and smooth transition between volunteer shifts.
Volunteers will all be given volunteer shirts, as well access to snack foods and beverages for the
duration of their shifts. A happy volunteer is always more apt to work hard and make our event as
much a success as possible.

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CALGARY: RIDE THE RED MILE – 2018 & 2019 CANADIAN ROAD CHAMPIONSHIPS
Event Staff
Additional event staff will be available for several positions of responsibility for the event. All event
staff will be recruited from local clubs, including but not limited to, CrankMasters, Elbow Valley
Cycling Club, and Bow Cycle.

Figure 36 – Calgary CrankMasters Members

Figure 37 – A volunteer helping at an event in Nanaimo

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CALGARY: RIDE THE RED MILE – 2018 & 2019 CANADIAN ROAD CHAMPIONSHIPS

Critical Path

Year Month/Day Activity Responsible for
Implementation
2017 April 11 Press conference with associated press
release to confirm Calgary will host 2018- Cycling Canada, City of
2019 National Cycling Championship Calgary, The
Process(P.Webber)

Press Conference to announce competitors

2017 June01 from trial runs The Process(P.Villeneuve)

June 30 Social Media Promotion The Process(M.Reid)

August31 Volunteer Program, sponsors The Process(JP.Ruel+M.Reid),
City of Calgary

Pre-sale of participation tickets (2 week Cycling Canada, The Process
October 13 promotion) - Discounted rates

Starting Promote tickets via online, and social Cycling Canada, The Process
Oct.13 media platforms

Rest of year Participation tickets sale The Process

Nov 30 Media and Photographer Bookings The Process(P.Webber +
P.Villeneuve)

2018 January 10 Giveaways via social media contests The Process(M.Reid), City of
Calgary

Native Calgarians + Calgary Sport Hall of

February - Fame interact with local communities + The Process(M.Reid), City of
March schools Calgary

Mid March- Promote throughout City The Process(M.Reid), City of
April Calgary

Mid April Print Event Program The Process(P.Villeneuve)

Strategically place signage accordingly to
effectively have community acknowledge The Process(P.Webber), City of

May event Calgary

June 2 Prepare areas of use City of Calgary

June 3-7 Sponsor Activation The Process(M.Reid +
P.Villeneuve)

Webcast Event. Test technology The Process(P.Villeneuve,
P.Webber)

Have local media hype event City of Calgary, The
Process(P.Villeneuve)

Press Release announcing the beginning of

June8 Nationals The Process(P.Webber)

June 11-18 Event begins

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CALGARY: RIDE THE RED MILE – 2018 & 2019 CANADIAN ROAD CHAMPIONSHIPS

Media coverage. Updating event
simultaneously

June 18 Closing ceremonies The Process(P.Villeneuve,
June 22-25 P.Webber)
Gratuity towards Volunteers, Sponsors, The Process
etc.

Feedback Surveys to everyone involved.

Timeline similar to 2018. Adjustments will
be made according to Athlete and
Attendee feedback, as well as the results of
2019 an overview.

Figure 38 – Critical Path

Figure 39 – Chestermere Bike Path, Calgary.

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CALGARY: RIDE THE RED MILE – 2018 & 2019 CANADIAN ROAD CHAMPIONSHIPS

Economic Impact

Introduction

Cycling Canada has been hosting the Canadian Road Championships previously in Ottawa, Saint-
Georges, and Lac-Megantic the last 5 years. For the 2018 & 2019 Canadian Road Championships,
The Process wishes to bring this event to Calgary. Why? Because not only do we, The Process, feels that
Calgary has the capabilities of hosting this event, but ultimately, we want to prove that Western
Canada is hungry to host more events of this caliber.

Using an updated model that Cycling Canada has been using in the past; these Championships will
also feature Razzmatazz Music Festival. Both events will be associated with one another to grow the
sport of cycling, and the local community of performing arts.

Regardless of selection of city host, Cycling Canada will introduce their closing ceremonies as a
feature beginning with the 2018 Canadian Road Championships. This closing ceremony will
celebrate all participants, acknowledge all volunteers and members involved with the event, and send
gratuity to the many sponsors making the event possible.

Input Summaries

Participant Input (Appendix 1A)

From 2016-2017, the National Road Championships have increased participant numbers from 320,
to 345, to 375 for 2018. A majority of the unique participants will be drawn from out of town. As
British Colombia, Ontario, and Quebec natives are the front-runners for the volume of participants.
As we examine the distance travelled to come to Calgary, 80% of the 375 participants will come
from different places in Canada.

In this component, we have only included racers that will partake in the National Road
Championships. We acknowledge that for every single participant, there will bring along two
individuals to assist them throughout the game. This reflects in our spectators input component.

Spectator Input (Appendix 1B)

The 2018 Calgary National Road Championships expects 80,000 unique spectators. This includes
4,000 out of town spectators. While conducting our research, we found that a majority of visitors
staying overnight in Calgary would do so for approximately 3.9 nights. Our assumptions in
consideration were that, the Canadian Road Championships would be a smaller scale of the well-
known marathon in Calgary.

Due to the presence of a youth category for these Championships, we expect family members of
those youth participants to contribute towards our spectator total. We expect an average family size
of 4 (parents and siblings) that will cheer on their child during their races.

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CALGARY: RIDE THE RED MILE – 2018 & 2019 CANADIAN ROAD CHAMPIONSHIPS

Media/VIP Input (Appendix 1C)
As this is a National event, we expect some local media coverage while expecting some out of town
and nationwide media outlets to cover this event, as it has been a while since a Western Canadian
city has hosted a Cycling Canada event of this caliber. Since most of the media will be local, we
expect most to be close in proximity to the event so accommodations will not be required,
unfortunately.
Although cycling in Canada is successful, not many media outlets will consider covering this event.
Those media outlets that will attend the Canadian Road Championship will likely be assisted by a
crew with minimum 2 extra people.
The VIP that will be a part of the 2018 Canadian Road Championships will generally be local
governing bodies, such as representatives of multiple local Calgary bicycles clubs, City of Calgary
members such as the mayor, Provincial Sport Organization bodies, businesses, and local sponsors.
In consideration for the VIP, we do expect a few out of town VIPs from sponsors, such as Alberta
government members.
Economic Impact Summary (Appendix 1D)
If the 2018 Canadian Road Championships were to be held in Calgary, the projected initial
expenditure would be nearly $6.0 million. The Canadian Road Championship is looking to generate
a total of almost $5.0 million for the Calgary region. While for the Province of Alberta, the estimated
total is nearly $6.0 million. As per the impact on Canada, it will overtake the initial expenditures and
small profits will be made.
These projections may not look overly encouraging, but Calgary has been named the sixth best
Ultimate Sports City, under the small category in 2016, for a reason. Calgary’s government has been
exceptional in providing funds and services to allow the growth of hosting special events, specifically
sporting special events. Through different programs such as Festivals and Events Subsidy Program
(FESP) and Council Strategic Initiative Fund Guidelines (CSIF), it allows organizing committees
wanting to host to save thousands of dollars where they would allocate to social services (pay duty),
permit fees, and licensing fees. Instead, those saved funds can be allocated to other things such as a
desired legacy, and/or future events of similar product.
Please refer to Appendices 1 A-D for all necessary tables and additional information.

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CALGARY: RIDE THE RED MILE – 2018 & 2019 CANADIAN ROAD CHAMPIONSHIPS

Legacy Plan

The Process has thought long and hard about how to best provide a great legacy plan for the city of
Calgary, not only to make this event one that can provide an economic boon for 2018 and for 2019,
but also to provide long-lasting economic, environmental benefits and social impression to the
population of Calgary. A proper legacy plan can ensure that all stakeholders, from the city council to
the population, can feel good about bringing an event such as the Canadian Road Championships
out West.

These events often get awarded to the eastern side of the country, as those locations have proven to
be adept at hosting cycling events. We believe that this also comes dangerously close to courting a
stagnant growth cycle. We believe that western Canada can bring a much-needed breath of fresh air,
and to bring significant growth towards the sport cycling.

As previously mentioned in this document, the growth of cycling is among our chief concerns for
holding this event. We have planned on a two-pronged approach towards bringing the desired
growth in cycling in Calgary. Both ideas are in the form of a monetary donation towards cycling
initiatives within the city limits.

In order to make a significant change in the cycling culture of Calgary, a rather large amount of
money will be required. This need will be met with the introduction of our premier music festival,
the Razzmatazz festival (Details on this event under Special Events). The outlook for this festival
shows a great capacity to generate revenue, while operating under the Cycling brand.

With the revenue generated by this festival, we will be making a sizable donation to the Calgary
Cycle Track Project. This would reinvigorate the viability of cycling as both a past-time and a
method of travel. With the expanded role of cycling in the daily lives of Calgarians, there exists a
strong possibility that benefits will be seen in many sectors. Environmental benefits, health benefits,
traffic congestion
reduction, health care
cost reductions, social
maturity benefits, are
all well within the
realm of possibility
when one is willing to
invest in the health of
the citizenry. Not only
these, but there is also
the strong possibility
that with increased
social interactions, that
a distinct rise in
entertainment
spending may be
measurable.

Figure 40 – Calgary Cycle Track Pilot Project

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CALGARY: RIDE THE RED MILE – 2018 & 2019 CANADIAN ROAD CHAMPIONSHIPS

Another legacy aspect would be the Razzmatazz festival itself, which will always be run under a
cycling banner. We will be approaching Cycling Canada to ascertain interest in maintaining a
presence at the festival, but are also open to approaching other cycling entities, in order to align our
goals properly. After the 2019 Championships, the festival will be continuing. Growing slowly
enough to maintain a solid financial return to fund the cycling-related charitable causes. The
Razzmatazz festival will be launched under a cycling event, and will always remember those
beginnings.

As previously mentioned, there is a second prong designed to spur growth. Using some of the funds
generated from the Razzmatazz music festival, we will either create a charitable entity or provide a
sizable donation to KidSport, which will be tasked with targeting youth, and providing a safe space
to learn and experience the sport of cycling. The youth will come from a wide variety of
backgrounds, including schools, clubs, and even at-risk youth, and the methods used will vary,
depending on the needs of the youth that become involved. The benefits to both cycling and
Calgary that can be derived from these funds may include: Crime reduction, community policing
initiatives, health care cost reductions, environmental benefits, lifelong cyclists, and general health
benefits.

With the introduction of the Razzmatazz music festival, we hope to create a new type of sporting
event. One that seeks to create sustainable growth within the sport, as well as maintaining a steady
financial backing for bettering the lives of all Calgarians, and eventually, all Canadians.

Figure 41 – Chasing Summer Music Festival in Calgary

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CALGARY: RIDE THE RED MILE – 2018 & 2019 CANADIAN ROAD CHAMPIONSHIPS

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CALGARY: RIDE THE RED MILE – 2018 & 2019 CANADIAN ROAD CHAMPIONSHIPS

Sport Technical

Competition Dates
The city of Calgary proposes the following dates for the Cycling Canada National Canadian National
Road Championships:
July 7th & 8th, 2018 – Pre-registration available
June 9th, 2018 – Registration/Manager Meeting
June 10th, 2018 – Family Race/Criterium
June 11th, 2018 – Road Time Trial
June 12th, 2018 – Road Race
June 14th, 2018 – Closing Ceremonies
The earlier start for the event is necessary to avoid any scheduling conflicts with the Calgary
Stampede. The Stampede is an event that will be taking primary focus on the early weeks of July,
and a conflict with an event of both that magnitude and importance within the city of Calgary is
undesirable for Cycling Canada, as well as the city of Calgary. With the Stampede being so close to
the Cycling Canada Canadian National Road Championships, we are afforded the ability to partner
with the organizers to help drive tourism and local culture.
Event Schedules – Practice and Competition
June 9th, 2018 – Registration/Manager Meeting
June 10th, 2018 – Family Race/Criterium
June 11th, 2018 – Road Time Trial
June 12th, 2018 – Road Race
June 14th, 2018 – Closing Ceremonies

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