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Tour of Utah generates $20 million economic impact

Event organizers announce that the 2014 race broke records for attendance, broadcast viewership, and economic impact

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SALT LAKE CITY — The Larry H. Miller Tour of Utah confirmed that 275,000 spectators watched the professional cycling event in August, setting a new record. In addition, the race generated a record $20 million in direct economic impact for Utah in a quantitative research study conducted by Event Sponsorship Measurement, LLC.

The Tour of Utah also reached new levels of exposure with more than 20 hours of national television coverage and more than 34 hours of live webcasting via Tour Tracker. FOX Sports Network aired 14 hours of live coverage over the seven days of racing, reaching an average of 100 million households. The Tour of Utah website received 728,000 page views during race week.

The Tour Tracker was viewed by 155,000 race fans across 146 countries, delivering 211,000 hours of total video, a 156 percent increase from 2013.

“The 10th edition of the Tour of Utah exceeded expectations with a worthy champion, thrilling stage finishes and tremendous community participation from our 12 host venues,” said Steve Miller, president of Miller Sports Properties, which organizes the Tour of Utah. “The race has had a tangible impact on the state, and the growing momentum sets the table for greater success in 2015. We thank our partners and communities who make this race possible, the volunteers who contribute their time and the fans who bring their enthusiasm.”

The methodology for the crowd survey focused on data provided by spectators who traveled more than 50 miles to attend any stage. This type of analysis aligns with other Utah sporting event studies conducted by the Utah Sports Commission, one of the Tour of Utah’s top partners.

“The Tour of Utah has enjoyed tremendous growth since its inception in 2004 and the Utah Sports Commission is proud to have been involved each year from the start,” said Jeff Robbins, president and CEO of the Utah Sports Commission. “This year was significant with a full seven days of racing for the first time and including six [ProTour teams] who had just raced at the Tour de France. The tour makes a substantial impact to the state’s economy and image and is a centerpiece sporting event for summer.”

Since its creation in 2000, the Utah Sports Commission has partnered with 585 sporting events across the state generating an estimated $1.3-$1.6 billion in economic impact to the state of Utah.

Next year’s Tour of Utah will be held August 3-9. The 2015 route and host cities will be announced in the coming months.

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