Rogers & Cowan Rides to Success With Inaugural Professional Cycling Race

Publication Date: 2012

Product Code: 6BE-1203B16
Organization/Author/Firm: USA Pro Cycling Challenge,   Rogers & Cowan
Industry: Business Services / Sports
Specialization(s): Special Events - Observances 7 days or less / Special Events - Observances / Community Relations
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2012 Silver Anvil Award of Excellence Winner — Events and Observances - Seven or Fewer Days — Business Services

After 23 years without a professional cycling stage race in Colorado, a triumphant return was set for 2011. Through collaboration between world-famous cyclist Lance Armstrong, Colorado Governor Bill Ritter and the owners of Quiznos – Rick and Richard Schaden – the dream was born and the foundation built for what they hoped would become the most prestigious professional cycling race in the US. With the help of the Rogers & Cowan team, the USA Pro Cycling Challenge attracted more than 1 million spectators, earned more than 3 billion media impressions worldwide, and generated an estimated $83.5 million economic impact for the state.

Events and Observances (Seven or Fewer Days) includes programs or events scheduled for one to seven consecutive days (not including planning and preparation). Events may include commemorations, observances, openings, celebrations or other special activities, and must occur within a time span of one week. "Business Services" are companies that derives half or more of their revenues by providing services, such as banks, utilities, retailers and transportation companies.