What have you done for us lately? A LOT! And we sure appreciate it!
How do we appreciate it…?
Economic Impacts
Over the past five years the average estimated economic impact of the Amgen Tour of California’s Santa Rosa stage finishes has been as follows:
| |
Direct |
Supplier |
Consumer |
Total |
Economic Impacts
Tourism Spending/Output
|
$950,000 |
$197,100 |
$270,143 |
$1,417,243 |
Employment
|
19.5 |
1.7 |
2.6 |
23.9 |
Personal Income
|
$370,454 |
$72,551 |
$94,223 |
$537,227 |
Revenue Impacts
Sales Tax
|
$9,263 |
$191 |
$248 |
$9,702 |
| Transient Lodging Tax |
$18,000 |
n/a |
n/a |
$18,000 |
And…?
Cultural Impacts—some anecdotal thoughts
What is it about the Amgen Tour of California? How is it that a bike race could help hasten a change in destiny of Santa Rosa’s economic and cultural identity? This event that took hold here, has a history here, has helped Santa Rosa become recognized as one of the top cycling destinations in the world, and, interestingly, has had a role in changing our city brand.
How, you ask? We’re one of only two cities who have participated in all five Tours, which means we’ve had five good years to shore up our bike culture, increase our cycling infrastructure, and really claim a place in the pantheons of cycling destinations. It would not be a stretch to say that five years ago our bike-related sub-culture was sub rosa. Also, from a specific economic standpoint, five years ago there were only six bike stores in town. Today we have eleven, plus a handful of related businesses and startups, including those driven by bike-tourism. What is a more obvious culture-shift, though, is the increase in the number and types of bikes you see on the roads. We’ve got the gutter bunnies, the fixies, the Freds and Wilmas, the retro-grouches…. It’s a vibrant and colorful scene—one worthy of the return of the 2011 Amgen Tour of California.
Can we do it (again)? Yes we can (and even better)!