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TABLT OF CONTENTS

The cnntentsof the reportare brokendcwn into the tollawingsections:


a
SUMMARY
UXECI.,ITIVE . :::

IMPACT
ECONOMIC
.:
s
g
SPECTATOR$ -.'''
i
,,13
BHMOGRAPHICS
16
ATTENDA|$CE,
AFFINITY 19
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?6
MISCELLANEOUS :r l-
....,:: :
. ::
31
APPENDIX:SITYSPECIFICDATA :::1:
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iil,,l':.::,
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propertyof IFM@2009
All intormationpresentedherein is proprietaryand the intellectual
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IFM
TXNEUT|VE
SUMMARV
The 2009 Tour of Missouri generated growthin all majorareasof measured
significant
economicactivity,led by the overalleconomic impactof $S4.1million.Whilethe 28"/"overall
growthof the financialeffectof the Tour is important, understandingwhere,and how,this
growthoccurred, offersconsiderable insightintoencouragingthefurthergrowthof theTour.

Perhapsthe mostimportant singlecomponent of the2009TOM'sfinancial expansion wasthe


largejumpin aggregate spending fromnon-Missouri residents.Likemuchof the positive data
fromthisyear'sevent,thisgrowth(from$15.6millionin 2008to $20.6millionin 2009,a 32%
increase)
wascomposed of moremodestgainsacrossa numberof positivemetrics. Thetotal
numberof non-Missourians rose,bothabsolutely andas a percentage of the total.The total
numberof fansroseitself, by 3h in uniquevisitors,butby 15.2/"in totalattendance. This,in
turn,pointsto one of the otherkey statistics;
the numberof daysspenton the Tourby non-
Missourians andnon-local Missourians.

Whiledailyspendingactuallydecreased amongthe non-local fans,everyothermeasured


statisticpointedto increase Fansstayedlonger,travelled
fan affinity. farther,spentmoretotal,
and a highernumberwereherewiththe TOMas theirprimary, or sole,reasonfor visitingthe
state.

Accompanying came an increased awarenessof the role that


this shift in enthusiasm,
commercial sponsorship notonlythe presence
playsin maintaining of the event,butthe low
directcoststo thefans,especially comparedto otherprofessionals
sports.
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Thatsaid,thereappearsto be a great dealof upsideto the sponsors'abilityto activate
this
property,and furtherconnectwith the very avid core fan base,as well as the largelocal
crowds.

Thusthe Touris at a criticalgrowthstage.The increasedparticipation


by cycling'spremier
teamsand athletes,combined witha steadyupwardtrajectory
in fan attendance,
affinityand
willingness
to supportthe event'scommercialpartnershavecreatedan opportunityto expand
sponsors'directinvolvementwiththeTOM.

Effectively
managing thistransitioncanpositively
impactthe long-termviability
of thiseventas
one of NorthAmerica'spremiercyclingcontests.Thekeyto thisis to effectively
communicate
the positive
trendsobserved in thisreport.

As noted,this eventdrawsa veryattractive


demographic,
bothfromin- and out-of-state
fans,
almosthalfof whomare newto the event,but 95%of whomwouldreturnto thiseventnext
year.

Withthe disappearanceof theTourof Georgia, Missouri


seemsto be in an increasingly
strong
position
to attractandretainthesecyclingfansfortheforeseeable
futureof theevent.
aswdffis#*ffi#ruffiffiffi

klgdx . - s @
*E*F*T$PEruS ffi; nFnrl

Total Spectator Spend


Spendper day/night

w6e58 Local
$8,e2
$26,87
$19.95
$20,591.247
$4.18
$11.901.285
$2,10

M Locals WNon-LocalsffiNon-Missourians $62,22


$62,75
Non Local $46,16

n Lodging
lrFood& Beverage
rrShopping
Souvenirs
"rGroundTransportation $83,20
slOther $61.22
Non Missourianl $50.34
$21,48
$7,20
$pffiru** ffiYsTA&ffi/frBTY
ffigffiffiffiT
h#3rc*i, cpw

Attendace LocalSpend NLMSpend NM Spend TotalSpend


Stage 1 St Louis 80,000 S897,113 51,904,206 53,2,94.600 56,095,9+8
Ste Genevieve 18,250 s204,554 SqzA,sgl $z5t,sst 51,390,63L
Stage2
CapeGirardeau 26,250 S294,365 s524,817 91,081,040 S2,ooo,zz3
Farmington 25,750 s288,7s8 56t2,9t6 s3-,060,449 5L,962,72A
Stage 3
Ro lla 45,750 s513,037 s1,ogg,g5g S1,884,099 $3,486,1O3
St.James 29,000 Sgtg,ggo 5666,472 $1,153,1.10 $2,133,571
Stage 4
JeffersonCity 71,000 s796,188 $1,699,992 s2;S23,957 Ss,+16;:rze
Stage 5 Sedalia 25,000 s280,348 s595,064 $1,029,502 51,904;s7s
Chillicothe 35,000 s392,487 s833,090 51,441,,397 52,666;954
Stage 6
St. Joseph 45,000 Ssoa,ozo s1,071,116 51,953,212 53,428;.954
Stage 7 KansasCity L00,000 st,L2t,3g2 s2,380,257 54,1t8,249] s7,61$393

.Note:
Spendfor spectatorson the routehavebeen attributedequallybetweenthe startand finishcitiesduring
stages2, 3, 4 and 6.
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=
ffiwffii'ii. IFM
SPffiffiTETffiffiS
Therewas an estimateof 500,000spectators
overallatthe 2009Tour of Missouri,up from434,000in 2008.

Due to multiplestageattendancea "uniquespectators"calculationhas beenappliedand will be usedfor any


economicimpactcalculations throughoutthis report.Uniquespectators accountedfor 313,695.

Local

Non Local

Non Missourian

UniqueSpectators
, 62739
60000 ffi
501e1 $ffi
50000 Sffi ,,i
4oooo ffi 32643 N

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;::::
10000
$
,N,,N
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Base: Residents:3495 : t,l
$$pffi IFM
$ffiffi#TAT',*ffiS
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The map belowshowsthe zip codeswhereTourof Missourispectators
indicatedtheyresided.

C A H A I}A

'i$.:,a;ref' *-"-*. *" t:e,{i ,!:t"1.}


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s*.$.
ffi
lii;;

$*"* u i'n
'{t1*'* * "
'
I t{a S. \
't fJ$?i{ a,{
1-r. .
"\* *. '.,*.
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r:4.
r:* +{*!tfid*

!ts
It*|tANt*5
't**o
*'ru:':1i'i'!i

Base:3495
flFftffi
ffipffi#YeTffi$qffi
ffiffi$ffifie$
ffiY*ffiffiru?Y
Countof SpectatorlD by County
County Countby % ofTotal by
County County 300spectators
Phelps M i s s ouri 276 9%
f.
*ti i"
St. Louis M i s s ouri 255 8%
CapeGirardeau M i s s ouri 190 6%
l:i 17 spectators
Jackson M i s s ouri 1,84 6%
Johnson Kansas 169 5%
Buchanan M i s s ouri 158 5%
Cole 1 spectator
M i s s ouri 136 4%
St. LouisCity M i s s ouri 122 4%
Pettis M i s s ouri 119 4%
St. Francois M i s s ouri 119 4%
Livingston M i s s ouri 90 3"/o

Ste. Genevieve M i s s ouri 66 2%


Clay M i s s ouri 57 2%
Boone M i s s ouri 57 2%
St. Charles M i s s ouri 43 1%
Platte M i s s ouri 40 t%
Greene M i s s ouri 35 1%
Madison l l l i n o is 30 I%
Jefferson Missouri 28 1%
Andrew M i s s ouri 22 t%
ffislwffiw#sffiruxffi

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ff}ffin$##ffi&Pf4$ffiffi &ffim*
ffi€tuar&xity

Gender- Missourians

51.3%
-$lllliiN
Ethnicity

White,non- 94,9%
hispanic 92,9Yo
rxMale sxFemale
non-
Blacl<, 1,80/,
hispanic 2,20/o
Gender- Non-Missourians
Hispanic
1,30/o wMissourian
1,10/o
41,40/o
H Non-Missourian
Asian/Pacific 0,9%
58,6% lslander 1,40/o

Native
0,6%
Am er ica/ 0,9%
Alaskannative
0,6%
Other 1,5%

/ Age:3346/ Ethnicity:3356
Base: Gender:3346
$€s"ffit #ilI
* #ffi*mfiffim
ffiffi&s#ffi$ry&FHt*$
What is your annualhouseholdincome(beforetaxes)?

<$24000 9,3%

7.60/o
$24000-$34999

8,2f0
$35000-$44999

14,90/o
$45000-$6499e 13,6% ErMissourian

13,Vfo tr Non-Missourian
$65000-$84999 14,9T0

19999
$e5000-$1 26,40/"

$120000-$149999 14,10/o

14.5%
$l 50000+ 21,QTO

Base:Income:3165
Kt'sWffi:==-
Fnl

&ryryffirum&ruffiffi
Tffifippff_&h8rueffiffi
K:ry !s.,lF6\ff
Howimportant
wastheTourof Missouri
in planning
yourtrip?

1-Not 8,8%
lmportant 6,0%

1,5%
2,3%

5,0% s NonLocalMissourian
2,9% GINonMissourian

7,1%

5-Very 77.7%
lmportant
93,7%

Base: Non LocalMissourian:524


/ Non Missourian:649
eL*@: lF&/l
&KYffi$dffi&ru#ffi
Haveyoubeento theTourof Missouri
before? How likelyare you to attendthe Tour of
Missourinextyear?

2,70/o 'l,1Yo

PreviouslyAttended Likelyto AftendNextYear

rvery Likely c*Likely


GlNo stYes
Dunlikely EVeryUnlikely

Base: Been:3430/Likelyto Attend:3442


pfug#ruffi#$SW
d W&4ffiffi
ffiffiruffidffi

ffis3 wMs.s
il
"
r"j
non-sponsor?
* spx*ruffisr
ffiP#ffiffi#ffisgdrffi vs. ffi*mss*ns*r
Allthingsbeingequal,howlikelyareyouto purchase
theproducuservice
$ry*n: FM
of an eventsponsor
overthatof a

ffi
Sponsorvs Non Sponsor

rVery Likety tr Likely tr Untikety rVeryUntikety

Base:SponVsNonSpon:
3393
ffi@l IFM
$P* Fmrniliar
SPSf$$SRSffi
Howfamiliarwereyouwitheachof thesebrands,andtheirproducts/services
PRIORto theTourof Missouri?

DruryHotels MichelobUltra EdwardJones MissouriWinesFarmBureau WindCapital

rVeryMuch GlSomewhat clNot Really n Notat all

B a s e :B ra n dF a mi l i a r:3 1 81
$#@ Erffifi
P * Fmn"*"=*#$en
Sffi#Wffi#ffiSfi4tr
How familiarwere you witheachof thesebrands,andtheirproducts/services
PRIORto the Tourof Missouri?

@tr*r::'
:::.t&\*t MeanScoreout of 4.00

(u
(u
#
o
c
tl

-c
()
=
E
!E

o
tl
$

Edward Missouri
Ultra Wines

Base: BrandFamiliar:3'l81
ffiffi*nI$*ruSre*ffi
^ Liks$v
€mff*r*ham* IFM
Interactingwith (spokewith representative,
sampledproduct,receivedinformation,etc.)thesebrandsat the Tour
of Missouri,are you morelikelyto considerpurchasing
theirproducts/services
in the future?

Missouriwines DruryHotels MicherobUltra EdwardJones FarmBureau WindCapital

! Very Much [| Somewhat F Not Really E Not at all 6lDidnot interact

Base:Likely
to Purchase:
278g
* X-fr$<*ly Wi'ir ,,,ilFM
$ffiffiru€SffiSHlF tmffurctuas#
Interacting
with(spokewilhrepresentative,
sampledproduct,receivedinformation,
etc.)thesebrandsat theTour
areyoumorelikelyto considerpurchasing
of Missouri, theirproducts/services
in thefuture?

"f
t':=l
(f: MeanScoreout of 4.00
4

6 3.44 3.43
3,33
(u
o
3,09
c 2_52_
tl
r

-c
C)

E
L
o
tl
s

Missouri DruryHotels Michelob Edward FarmBureauWind Capital


Wines Ultra Jones

Base:Likelyto Purchase:
3181 i:':i
* spmffis#&"s*
ffiP*h$#ffiffisffi$P #pmmm*rffiwpwr*rynw*
w&w: fiF$\n
which, if any, of the followingbrandssponsorthe Tourof Missouri?

Michelob Ultra

Missouri Farm
Bureau 58.2%

DruryHotels 54.1o/o

Edward Jones 52.7a/o

lA/ind Capital
Whichof thesebrandsdo you view morefavorably
Emerson afteryourexperience
at the Tourof Missouri?
Monsanto
Missouri
Wnes 86,74/o
Other
DruryHotels 64.7r/,
MissouriFarm
Bureau 59.4%

MichelobUltra 59.2o/a

EdwardJones 55.0%

WndCapital 45,70/o

Base:Sponsor:
3492 Sponsor
Experience:34g6
dr.roiubu"
to muttip#res$nsefl
trl
percentlges
K;{wi 8ffiru

ffiffiffiffiffiLg_s,#wffiffitu-$ffi
i,t's;#d1ry
i IFM
* ffi*axr*e*f €r-tfmrms?i*n
ffi^ffiWWffiry$ffiFPdffi
Which,if any,sourcesdid you obtaininformation
aboutthe 200gTourof Missouri?

Web 62.6%

TV

Newspaper

Word of Mouth

R adi o

Flyer

Magazine

Billboard/Outdoor

Base: Information
:3483
uwffi* IFM
ffimffiffie#
#ffirdffi#ffi
In 2010,theCensusBureau
willconduct Willyouparticipate
theU.S.Census. in thissurvey?

l',g,oyr,. I

USCensus

ffiNo NYes

Base:Census:3169
Wfffi\$ffi
Tffi$p
ffi$ffi.tit,=ppryg
Haveyou,or areyouplanning
to visit a wineryduringyourtripto Missouri?

Winery

KtYes tr No

Base:Winerv:969
wawffiffiffiN$#ffiffiK
&e$#
;H*ffiMre#ffiW

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lf,#Sg
;* ""l;
i*''

€ffi
%
p-
ffi
tr
*

ffi

* r*
ffi
$w;ffii lFn*
* Spend, ffi*re*gnapf,:*mm
ffiry.*ffiWffiS

Gender- Missourians
<$24000

$24000-
40,80/o 59,2o/o
$34999 59,6'f*
$35000- nsMissourian
$44999 6E
Non-Missourian
*;lMale unFemale $45000-
$64999
Gender- Non-Missourians $65000- ,20/o
$84999 13,70/o
$85000-
$1I 9999
43,60/o 56.4olo
$120000-
$149999
$150000+
ffi&reffieffiffiffire.reKffi

ffidt
E wds m"dm"u
, t{.f-{j.,:.a,i}
@.j *'*"
L*';;ffft*ry@
ffi@i FM
* Spend,*ent*6r*ph**s
S?ffi.ffiffiet#?XgVm

Gender- Missourians
<$24000 1+v,
$24000- 7,30/o
47,9olo 52.10/o $34999
mMissourian
$35000- %
$44999 Itq/ E Non-Missourian
$*Male w Female $45000-
$s999 2Q,OTO
$65000-
Gender- Non-Missourians $84999
$85000- il 34,1%
41,80/o
$1I 9999 ,3%
$120000-
$149999
$l 50000+ 9Yo
19,3%
ffiWH$ffiffiWMffiffi
ffiMWffi

ffifl4U
w rdl e;;r#43.s
':111f'*4i,*,r
I ...'

$s5ru: tFnr1
ffiApffiffilS&ffiGffieeJ
- Spe*rd*Derc*grmphics

slJ
f

zt,

Gender- Missourians
<$24000

468.,.Wffi
s32.,. $24000-
$3499e
$35000- mMissourian
$44999 trNon-Missourian
sxMale $flFemale $45000-
$s999
Gender- Non-Missourians $65000-
$84999
$85000-
is,2o/o
44,8o/offi $119999
$r 20000-
31,10/o

$14999e
$150000+ 6.0%
17.2%
Base:578
W
=..

Y.$

NffiSffiN$;2ffiW#

-frr;\
'==.,
fulldLlffi..$ ' .rt,,
ii-+,iG; ;ffi
ffiw; IFM
ru* Spmnr#,
F&reMEru*Tffi ff*rmmryraphi*m

Gender- Missourians
<$24000 TBV:
$24000- 10,6%
54.10/o 45,90/o $34999
$35000- E Missourian
$44999 ,g#Y, clNon-Missourian
$rlMale N Female $45000-
$s99e 21,9%
$65000- 10.6%
Gender- Non-Missourians $84999 8,6%
$85000-
$119999
45,QYo 55,0o/o
$120000-
$149999 0,9%

$150000+ 12.9%
13,3%

Base:403
ffi
dJ
6%
we
@

ffi

.t]

'ffi
sry
i{,{g$ i=.,lFM
RnLLA- $pend,Demographics

Gender- Missourians
<$24000

465.,.N"ffi53b.,. $24000-
$3499e
$35000- x Missourian
$44999 E!Non-Missourian
n*Male s Female $45000-
$il999
Gender- Non-Missourians $65000- 11,9%
$84999
$85000-
43,*/offi s6,4olo $119999
$120000-
35,6%

$149999 2,30/o

$150000+

Base:560 il t'.
,i-, ,:: iitLt
iii;r,rr;!il

i
''.
Itiiilll Ll
; ;1,;.;!,:

::: i.t
d
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,&

,ffi

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-*d
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sw
w
N

#
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'W!:ii
w
ffi,r
ffiil'

*ssffi
tg
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b
K $M
Sry" * $p*rrud,
ffi*rcwgrmph**s
-ieeffiffiffi

u$''
.{x
ft}:$

Gender- Missourians 9,0%


<$24000

5'e.,.Wffi
4e1.,. $24000-
$34999
$35000-
8,7%
s Missourian
$44e99 GlNon-Missourian
x Male a Female $45000-
$s99e 7.9Y0

Gender- Non-Missourians $65000- 13,9%


$84e99 1,40/o

$85000-
4z,5otaffisr.so/o $119999
$120000- ,0%
39,0%

$149999 10,6%

$150000+ 14,10/,
| 15,4o/o

Base:479
fw tr
":"ry
*fu
Err\E&s.i{

F.-.

&s#ffiw#ffiffiffiM*ffir
'.,.'.:i:

*{\g*fre#s,trl'is
R& i IFM
#$TY* Spercd,
JffiFFtffiS*ru Dem*gr*ptrias

Gender- Missourians 7,5010


<$24000

45,7o/offi54,3o/o $24000-
$34999
6,9%

a Missourian
$35000- 7,8f0
$44999 ExNon-Missourian
u Male c Female $45000-
$64999 19.0%
$65000- 14,7%
Gender- Non-Missourians $84999 11,6%
$85000-
42,1o/offi57.eo/o $1I 9999
$120000- 9.2%
$149999 9.5%
o\r,oo/o
$150000+

Base:511
ffi
ffi
ffi
b
ff

ffi Efr
{:f{i
\q:,]
hd,';;
hdtd
${ri

''
,1,"t
* :{
ffi

@
K& ItM
$m*&LI&* ffip*nd,ffierncgraphi**

Gender- Missourians ol
<$24000 to

*,eo/offiss,oolo $24000-
$34999
,4010

K Missourian
$35000- 9,0%
$44999 stNon-Missourian
N Male ffiFemale $45000-
$64999
$65000-
Gender- Non-Missourians $84999

4a2.,.Wffise,..,. $85000-
$119999
$120000-
$149999 12,5Yo

$150000+ 22,7Y0

Base:800
K: ffii,o.t.&Sfu?
ffi fl!f *d
't!
:t

ffiffiwLffi_m#ffi€Mffi
#M
#F{g$-t$*ffi€ffi
F * ffip*nd,ffi*rw*grmphicm

Gender- Missourians
<$24000

$24000-
47i',o
sz7',o@W $34999
$35000-
$44999
axMale H Female $45000-
$64999
Gender- Non-Missourians $65000-
$84999
$85000- ,0%
427.,.W@s7i.,. $119999
$120000-
31.8%

$149999
$150000+
gFM

mry.#ffiffiffiwM
K *ffii $Arl
ST. * Spe*d,*em*grapfuics
-3#SFFtu$

Gender- Missourians 7, 10/ o


<$24000

456.,.Wffii44.,. $24000-
$3499e
,1 %

$35000- n Missourian
7,8Y0
$44999 ElNon-Missourian
sxMale x Female $45000- tlf,lrr,
$s999
Gender- Non-Missourians $65000-
$84999
$85000-
42,o/offi 57,60/o $119999
$120000-
$1499e9
$150000+ 21.1%

Base:700
&Rsffi
ffiwffiruwH

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w
ffidf; ffis,,4ss @*sW{;'.
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hs IFM
trtTY* ffip*nd,*em*En*ptuEms
Keh$SeS

Gender- Missourians 4.5f0


<$24000

$24000- 5 ,1%
38,4o/o 61,60/o $34999
$35000-
$44999
*r Male H Female $45000-
$se99 11"8i//,
Gender- Non-Missourians $65000-
$84999

407a,.Wffi5e3.,. $85000-
$1I 9999
$120000-
$149999
$150000+
Sfurw 56a;*s;
Ki**nfffiiT"*
WWWWffiffi
*:mffi j*\W.ffi
;,,, 'r \

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.l

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