Competing in a "Flat World Society"
Changes in technology and society give all parts of the globe an even footing. It is no longer enough to be a great location. A region must market itself to compete. Here is how the Evergreen Tour addresses the global competitiveness council's recommendations.
Recommendation 1: "The state should develop and implement a sustained, global marketing strategy to competitively position Washington State as a world-class, premier location for business, products, services and education.”
Evergreen Tour fulfills these requirements in the following ways:
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Sustained: The Evergreen Tour would be an annual event that can continue to grow with the region’s economy for the foreseeable future.
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Global marketing strategy: International Professional bicycle racing is especially popular with the European countries, but is seeing a definite trend in the US and Australia. Three years ago there was only one state titled stage race in the US. For 2008, there are 5 on the UCI calendar, and Pro Cycling events have grown from less than 10 in the US to almost triple that for 2008. Pro bicycle racing is truly a global sport. These races are part of a worldwide sport.
Amgen Tour of California: The most recent edition reported, "Despite rainy weather on the race’s final day, fans turned out in record numbers to cheer on the cyclists throughout the week, bringing the overall total attendance for the duration of the race to more than 1.6 million."
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Competitive positioning: The global sport of cycling is an ideal medium to promote the diversity of the State of Washington to the world. It is highly cost-effective and reaches audiences in a way that no other sport can. Because the course route changes from year to year, Washington can focus on different areas of the state over time. The flexibility to share the route with neighboring states and British Columbia makes this event the ideal catalyst for international competitive marketing and leveraging of funds.
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World-class, premier: Every detail of the race will be world class. Corporate sponsors are treated in world class style with VIP status, special reserved parking and seating at key locations, rides in race vehicles, and access to hospitality areas. It is a means whereby corporations can entertain guests and develop further business relations. The geography of the region is perfect for a premier cycling event.
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Business location: The global marketing aspect of the race permits the region to show its attractive features and local businesses to the world.
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Products and services: Partnering across the diverse economy shows how Washington and the Northwest is like a nation to itself and is much more than than “just another state”. Featuring the technological, agricultural, medical, and scientific diversity attracts businesses just as much as showing the quality of life here in Washington. Promotion of the Arts (awards are to include a piece of local artwork) furthers the cultural aspects available here.
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Education:Other US races have had positive results with an Elementary school curriculum based on their race. The programs included math, science, reading, health and geography components in an engaging form. Race coverage can also highlight area universities and colleges.
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The Arts: The Evergreen Tour will promote Washington musicians and visual artists. High School bands at the start and Finish Line Festivals featuring live local bands provide the music. Awards Ceremonies feature daily artwork to be given as part of the prizes, and a piece of Washington produced fine art will be awarded to the Evergreen Tour GC (Overall) Winner.
Recommendation 2: "Commit to organizing a Global Business Attraction
and Promotion Campaign to include trade, business attraction, tourism, education, arts and culture.
Washington's global strategy rests on skills and innovation, built everywhere
in the state through regional partnerships."
The Evergreen Tour can be the center of that campaign. It provides a complete marketing package that appeals to all levels of marketing budgets. The race showcases the diversity of Washington businesses and lands, the beauty of the state, and the quality of life. It lends itself to regional and statewide partnerships in a global marketing strategy.
Recommendation 3: "Use current resources available; secure funds beginning with the 2007 - 2009 budget. ...a non-partisan effort."
The Evergreen Tour budget has some pre-event budget needs, but the bulk of funding is needed during each year's event. Police support is a major expense where the state and local governments can help. With the private sector providing the bulk of supporting funds for the race, Washington can maximize the effectiveness of tax dollars spent to promote the state. Washington becomes a partner with the private sector businesses in this co-promotional effort. About a third of the race budget is being requested from the state.
