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There was a report recently published outlining the top 40/top 50
most valuable sports brands, by a high-profile business magazine.
Well, Real Analytics is about to burst that (incorrectly published) bubble…

We’re sorry that we have to disappoint all the Yankee fanatics and
the stick & ball sport fans, but alas there is more to the sporting world
than the United States. Much more.

According to the high-profile business publication that put the report
out they utilized their OWN proprietary formula to arrive at their
conclusions- (albeit, flawed conclusions)

The reporter who covered the story is a regular on a TV show with the
program initials SM, on the promineant cable network MSG and who has
his own web column as well. The publication is usually reliable, but in this
case we think they have not considered a variety of factors and methods.

The most likely scenario is that the publication employed an in-house
intangible or ‘name’ only valuation or third-party appraisal, as well their
use of a model of correlation between Value and Revenue. Unfortunately,
we don’t know the credibility of those methods and sources.

So, in order to ‘correct’ the somewhat questionable methods,
Real Analytics has put together the Top 5 Most Valuable Sports
Brands/Teams in the sports world, based on the reaserch mostly
derived from a high profile Auditing/Accounting firm.

Before we get to the list, a little tid-bit; The most valuable sporting events– (multiple series events) hands down is Formula One. Oh, we know your
boo-hoo’ing that fact…but it’s a stone cold lead pipe lock folks.
(our homage to the entertaining  and awesome Mike & Mike)

Without further adieu here is the list. (note: exact values are nearly
impossible to attain so approx values within +-1% are utilized)

Top Five Most Valuable Sports Brands/Teams

1. Manchester United: £1.5 Billion (British Pounds)
2. Real Madrid: £1.4 Billion (British Pounds)
3. Scuderia Ferrari: $1.81 Billion (U.S. Dollars)
4. Dallas Cowboys: $1.79 Billion (U.S. Dollars)
5. New York Yankees: $1.7 Billion (U.S. Dollars)


Footnotes:

The published dollar figures consider both the intangible (theoretical)
and tangible (asset based) values of each entity. Furthermore, each value is based upon an “Arm’s Length Transaction” (A-L-T)

Obviously, it would be extremely difficult to parse out pieces of these teams. One could argue for the ‘value’ of just the teams “name” which would
be an entirely intangible valuation.

But then the Yankees would be worth significantly lower than the estimated $1.7 B. That figure includes the Yes network, the stadium, and all other subsidiaries. Same goes for all the top 5 teams/brands.

To separate out the property from the name brand would be very difficult
and not paint a true picture of the entire worth of these organizations.
Therefore a mixed valuation is the correct method. A fractional valuation
would not be practical. One has to take into account both enterprise and
equity values.

Conversely, the figures do not consider any Debt-To-Loan Ratios (D-T-L)
or outstanding debts. Strictly A-L-T Sale Values based on the entire
‘property’ -both intellectual and asset based properties.

The methods and metrics that go into a sports business valuation are very
complicated and very detailed. Some methods employed are DCF
(Discounted Cash Flow- future earnings) Capitalized Earnings, Value Added Analysis, Valuation Multiples, Weighted Averages, Broadcast Rights, Merchandising, etc.

Partial data and figures were sourced from:
Deloitte Touche LTD and FormulaMoney

One last side note, valuations are usually reliable from quarter to quarter.
So during a business cycle year, the top 3 can flip flop. But it is safe to say that the top 3 are all within a few hundred thousand dollars at any given time.


Expanding on our previous post on concussions, Schutt has come out with a Safer Helmet. With more energy absorbing material and a better design. Just what we were stating last year. Football helmets need to be more like top of the line racing helmets.

http://sports.yahoo.com/nfl/blog/shutdown_corner/post/This-is-DeSean-Jackson-s-new-anti-concussion-hel?urn=nfl-282521


Anchoring Effect.


A short 5 minute highlight video of the 5th annual Pro Cycling Race in Basking Ridge, NJ. The BaseCamp International.


Here are the Top Finishers:

1 Robert Forster (UnitedHealthcare Professional Cycling Team)
2 Hilton Clarke (UnitedHealthcare Professional Cycling Team)
3 Jaan Kirsipuu (Team Champion System)
4 Anibal Borrajo (Jamis Sutter Home p/b Colavita)
5 Jonathan Cantwell (V Australia Pro Cycling Team)

What started out 5 years ago as the Ricola Twilight Grand Prix has evolved into a high-profile, multi-national race sponsored by BaseCamp Adventures, Verizon and Liberty Cycle.

Five years ago, local shop, Liberty Cycle put together a challenging and technical course through the streets of downtown Basking Ridge. Then sandwiched the event between the Historic Tour of Somerville and the TD Bank Philadelphia International Championship.

The race has grown into one of the best in terms of talent and competition on the east coast. The prize money has grown significantly as well. Many of the top U.S. teams and riders now show up and ride the Small town race. The action is fast and furious as near 100 riders snake through 8 turns in a 1.1 mile circuit.

Unfortunately, the same accolades can’t be reiterated for the town government and a lot of residents. The 2011 edition saw a drastic drop off in attendance. Easily, there were 30% to 40% less spectators at this years race.

The Bernards Twp government does almost nothing to promote the race and (by doing virtually nothing) basically do all they passively can to discourage its continuation. It is painfully obvious that township officials wish this race gone. They tie the hands of local eatery merchants on the main straight-away from doing business and basically ignore the entire event.

It’s not surprising really, most of the town and its officials look down upon such type of events. If it is not an equestrian, orchestrial or some other wealthy activity, they snub their noses at it. Basking Ridge is one of those towns that wishes with all its might it was an exclusive, true wealthy bedroom community. Instead, it has a nice mix of condos, townhomes and single family homes with incomes that are very varied. Much to the chagrin of township officials and some residents.

The overall marketing of the race in general lacks in promotions and relations and one has to wonder how long it will continue. One possible bright spot is that BaseCamp Adventures is moving to neighboring Bernardsville. Could the race possibly move as well? It might be the best thing to happen to the race since its inception. Time will tell.


Head injuries and concussions are the hot topic right now in the NFL and around the sporting world. Rightfully so as well. The incidences and the injuries are significantly increasing. There is no one best solution to this real problem, but limiting the hitting and tackling to a specific ‘zone’ within the body are NOT an answer in our opinion.

The game of football is violent by its very nature, it is part of the sport. It is what separates these incredible athletes from the weekend warriors and armchair qb’s. Permanant head injuries and paralysis are some of the most very unfortunate parts of the game.

Redefining the game is truly not the best solution to curbing head injuries, but rather redefining the protective gear is. With mounting pressure from the media, some fans, sponsors, some players and health care professionals, Commissioner Roger Goodell is bound to make changes. Let’s hope they are not in haste.

Head trauma and head injuries are some of the most under diagnosed and mis-understood afflictions in sports. As more and more data and information comes to light regarding athletes and concussions, the closer sports and medical professionals come to finding a workable solution and possibly better prevention methods.

Last month, former football player Chris Nowinski testified before the House Judiciary Committee, whose chairman, Rep. John Conyers Jr. (D-Mich.), called for a hearing aimed at placing focus on the issue. NFL Commissioner Roger Goodell said in his testimony, “We know that concussions are a serious matter and that they require special attention and treatment.” According to the NFL, about 175 concussions occur league wide each season.

More recently the NFL has suspended its in-house study of the long-term effects of concussions in retired players. In the face of heated criticism from outside medical experts, the players union and members of Congress (although Congress involvement is the last thing any sporting entity needs) because of suspect data and conflict of interest.

Gee, you think? The fact is, that the NFL has known for quite some time that concussive injuries are more dangerous with severe long-term aftereffects. So why is it only now, after numerous high-profile concussion injuries in 2009, to both NFL and NCAA stars has the NFL truly addressed this very serious issue. Like almost anything in life…it comes down to dollars.

“Protect the shield” as infamously echoed by the commissioner. Protect it indeed, at almost any cost, until it becomes so glaring and such a problem that action is needed to address the problem. The days of sweeping serious issues under the carpet are gone. In this world of media now, virtually no one or nothing can hide from the stream of real-time information.

Players are now supposedly encouraged to come forth and report and/or disclose any signs or symptoms that may be associated with a concussion. That may be true, but actually getting some of the tougher, hard-nosed players to admit a weakness may prove to be a stumbling block in itself.

Medically, the treatment of concussions are passive and depend mainly on allowing the brain to heal itself utilizing rest and a strict avoidance of activities that may induce a re-injury. It is completely unsafe and irresponsible to return to play while symptomatic in any way following a concussion. Return to play should follow a stringent medically advised step by step process. The prescribed progression will typically vary depending on the duration of post-concussion symptoms.

The Data

National Football League player concussions occur at an impact velocity of 9.3 +/- 1.9 m/s (20.8 +/- 4.2 mph) oblique on the facemask, side, and back of the helmet. There is a dire need for new testing procedures to evaluate helmet performance for violent impacts causing concussion.

Pendulum impacts were used to simulate 7.4 and 9.3 m/s impacts causing concussion in NFL players. An instrumented Hybrid III head was helmeted and supported on the neck, which was fixed to a sliding table for frontal and lateral impacts. Second, a linear pneumatic impactor was used to evaluate helmets at 9.3 m/s and an elite impact condition at 11.2 m/s.

The severity of the head responses was measured by a severity index, translational and rotational acceleration, and other biomechanical responses. High-speed videos of the helmet kinematics were also recorded. The tests were evaluated for their similarity to conditions causing NFL concussions.

It has been noted that football players from age 30 and up to 50 were 19 times more likely to be diagnosed with a memory disorder or dementia than the national average. Players over 50 were diagnosed with dementia-related illness at a rate of 5 times the national average.

A new linear impactor was developed for use by the National Operating Committee on Standards for Athletic Equipment (NOCSAE). The concluding results from the pendulum test closely simulated the conditions causing concussion in NFL players. Newer helmet designs and padding reduced the risk of concussion in 7.4 and 9.3 m/s impacts oblique on the facemask and lateral on the helmet shell.

The linear impactor provided a broader speed range for helmet testing and more interactions with safety equipment. NOCSAE has prepared a draft supplemental standard for the 7.4 and 9.3 m/s impacts using a newly designed pneumatic impactor. No helmet designs currently address the elite impact condition at 11.2 m/s, as padding bottoms out and head responses dramatically increase. The new proposed NOCSAE standard to improve football helmet shell and padding design is the first to address helmet performance in reducing concussion risks in football.

The fact is, that football has to invest in better designed and more protective helmets. Cost should NOT be an issue. With teams and the league itself worth billions of dollars, the cost of protective equipment should NEVER be a question or consideration.

Similar carbon fiber/kevlar and energy apsorbing technology and knowledge that is utilized for F1, MotoGP and other motorsport helmets with some version of a Hans type device needs to be incorporated into football helmet design and manufacturing in order to minimize the high rate of brain injuries suffered by football players worldwide.

data sourced from the NFL, Ovid, PubMed and NCAA.


One of the most prestigious, long-standing bicycle races and sports events in general- is “Le Tour de France”. The Tour is the third largest sporting event around the globe, following the Olympic Games and the FIFA World Cup.

The 95 year old race event creates  massive interest from the international media, as it is broadcast on TV in 180 countries. The race brings in representatives from 75 radio stations in 25 countries and over 450 newspapers, photographers and media from 26 countries in total.

The Tour involves shuttling, accommodating and feeding over 4,500 people each and every day for the full 23 days (21 days of racing plus two rest days) A total of 2,400 vehicles will be following the race, including race director with support, team vehicles, medical and general support.  Then there is the matter of the huge, dedicated, fanatical crowds that line the routes for three solid weeks.

The entire budget for the Le Tour is estimated at nearly 100 million euros, or $140 million U.S. dollars-  of which, approximately 50% derived from the broadcast television rights, 40% from title and presenting sponsors and the remainder from participant fees paid by each town where the stages start and finish.

The 2009 edition of the Tour will see the competing cyclists span about 2,200 miles, visit 34 towns, pass through 560 municipalities and make stops in a total of six countries- Monaco, France, Andorra, Spain, Switzerland and Italy.

Each and every town in every country will feel the effects of the Tour from spectators, media and team personnel in the way of traffic jams, long lines, and crowded streets- but most importantly; money spent.

The event organizer- the ASO, or Amaury Sport Organisation owns the newspapers and magazine publications l’Equipe, France Football, l’Equipe Magazine, Vélo Magazine, Le Parisien and Aujourd’hui in France.

Created in September 1992, the ASO  is a specialized organization of sporting events, and in addition to the Tour de France, they put on the famous Dakar Rally and the Paris Marathon.

Aiding the ASO in France will be the French police and emergency services, who will direct and assist all the French municipalities in dealing with needed highway repairs, road signs, safety barriers and the planting of yellow flowers in all of the prevailing open spaces.

The cost of these operations is approximately three and a half million euros- with technical costs accounting for over two million euros and the rest spent on miscellaneous items including, communications and local ancillary supporting events.

On the financial side, along with the promotion of tourism in each city and town there will be a substantial increase in the traffic and flow of people in and out of restaurants, hotels and merchant shops. The subsequent impact of the large increase in traffic will spur positive economic upshots for all commercial merchants involved.

A major retailer, the Champion supermarket chain, which is the presenting sponsor of the “Polka Dot Jersey” or “King of the Mountains” for the best climber, will have 21 vehicles and countless personnel in the Tour’s caravan.

For the 2009 edtion of Le Tour, Champions managers have planned a very aggresive, dedicated marketing and promotions campaign for their 1,000 stores in France, Belgium, Spain, Poland, Greece, Turkey and Argentina.

With Spain being one of this year’s major themes for the supermarket, the chain’s plan is to have the in-store hostesses wearing outfits designed by one of the country’s most famous fashion designers all in hopes of attracting more female customers.

It is estimated that there will be approximately 15,000,000 spectators over the 21 days, spending an average of three euros per day- for a whopping total of 45,000,000 million euros or $63,000,000 million U.S. dollars.

The result will be a significant economic impact for all of the participating countries, cities, towns and boroughs. It is no wonder that over 200 towns in France alone apply to the ASO every year for a spot on the famed Le Tour route.


  –Basking Ridge | May 27, 2009 | By: p9 SportsGroup

Event Presented by: Ricola USA

The established and rising stars of some of the best road cycling race teams, both domestic and international took part in the 4th annual Ricola Twilight Grand Prix in the historic borough of Basking Ridge, New Jersey. The challenging 8 turn, 1.1 mile, spectator friendly circuit snakes through the suburban side streets and up the main road in downtown Basking Ridge. The 44 lap event and race circuit are very demanding of both riders and machines- with its 5 sweeping fast and 3 tight corners that challenge the riders handling skills as much as their speed and endurance.

The temperaturewas a mild 70 degrees with partly sunny skies at the beginning of the race as some 93 riders from about 15 pro and category 1 & 2 cycling teams rolled off the start line. The opening laps pitted Kenda/Inferno racing, Battley Harley Davidson Cycling Team, Canadian Team Planet Energy, Mtn. Khakis Team, Empire Cycling, Kelly Benefit Strategies, Team Team Type 1 and OUCH Pro Cycling Team against one another for about the first quarter of the race.

GP start

Empire Cycling Team briefly led the first few laps before Mtn. Khakis took a turn at the front followed by the Harley Davidson and Kelly riders who struck back taking their team colors to the head of the field. The race was fast-paced and tidy, as the bulk of riders stayed mostly together through the first half. Then the racing action heated up as Battley Harley Davidson made a mini break but was soon caught by the pack. As the last third of the race wound down a handful of riders led by Team Kelley Benefit made another attempt to split and break free but it was short-lived as well.

GP Lee

The tempo was rapid but steady as the pro’s winded their way through some of the narrow streets, inches from curbing and hay bales- the action, swift and intense. The group bent their bikes in- leaning hard left sweeping around Lee Place then a quick cut right on to Hillside Terrace as the tight pack tucked in and drafted up No./So. Finley across start-finish one more time.

 GP Finley

Lap after lap, turn after turn, the 90 plus rider field was whittled down to about 30 with 10 circuits to go. Soon after, team Mtn. Khakis made a solo effort to break away and began to gap the main field by about 15 seconds. But on the penultimate lap the fury of the speeding pack in the final sprint reeled him in and one became 20+ riders flying on the road at over 35 mph- pegged at their absolute limits heading to the final bell lap.

 

GP finish

Up South Finley Street on the main finishing stretch of road- it was Aldo Ino of Team Type 1 and Kazane-brand mounted Eric Barlevav from Mtn Khakis  fighting it out- as the Slovenian Ino nipped Barlevav at the line with Francois Parisien aboard his sleek and swift Argon 18 of Planet Energy Racing team taking third. The 44 lap Ricola GP went by quick- as the riders clicked off lap after lap with speeds touching just over 40 mph in some sections of the course. Thankfully there were only minor incidents that saw only 2 crashes, one being a Champion Systems rider that was relatively unhurt. In the end, the average speed of the event was a very stout 32.2 mph.

Top Three Finishers:

  • 1st place – Aldo Ino | Team Type 1
  • 2nd place – Eric Barlevav | Mtn Khakis Racing
  • 3rd place – Francois Parisien | Planet Energy Racing

Fourth to Tenth Place:

Maxime Vives | Planet Energy
Jonathan Page | Battley HARLEY-DAVIDSON/Sonoma Grill
Clayton Barrows | CRCA/Empire Cycling Team
Cheyne Hoag | Kelly Benefit Strategies
Chad Burdzilauskas | Kenda Pro Cycling
Stephan Kincaid | CRCA/Empire Cycling Team
Ryan Anderson | Kelly Benefit Strategies

GP podium

A big round of applause goes out to all of the riders and teams as well as Ricola, Base Camp, The Store and Liberty Cycle. The racing was great and the excited, cheering fans who lined roads were treated to a unique display of athleticism, determination and passion all rolled into one fast, galant battle of men and their machines. See you in 2010!

Larger/Additional Photos: http://www.p9group.8m.com/photo2.html


 -NJ Industrial Market Report

During the first Quarter, Northern New Jersey Industrial Real Estate data shows the overall leasing and absorbtion of 921,766 square feet. Mainly in the Hudson and Bergen corridors- along the Hudson waterfront and centered around the Route 46/23 areas.

In the Central region, the New Jersey industrial market ended the quarter with 1.14 million sq ft of leased out space. The most activity was in the 287/Exit 10, Exit 8A and Somerset submarkets, which had a combined total of 873,496 sq ft of leased space.

‘Asking’ net lease rates in Q1 stood at $5.90 per sq ft- which represented only $0.26 less or a 4.66% decrease from the mean asking rents posted just a year ago. While the asking rents in Central New Jersey stayed basically stable, with the Trenton/295 submarket yielding the highest asking rate increase, which was up $0.18 per sq ft.

ask rents ind njOverall, gross absorbtion remains negative- around 9 million square feet of space and the overall vacancy rate stood at 9.2%- up from 8.7% Q4. Subletting activity has and continues to increase, a sign that companies are reducing their real estate holdings in this deeply troubled economy.

  • Negative Gross Absorbtion:                  9(+\-) million
  • Overall vacancy rate:                         9.2%
  • Northern NJ space leased:                   921,766 SF
  • Central NJ space leased:                     1.14 m SF

Recovery in the industrial market is expected to lag behind retail and office space which will ultimately prolong the efforts of investors and corporate holders to normalize vacancy and absorbtion rates.

Of course industrial/flex space is directly affected by retail sales and the entire retail sector, so the sooner retail rebounds- the sooner the industrial market will see recovery as well.

All of NJ real estate, commercial and residential recovery is resting on the states and the national economic climate. Depending on how quickly the country can dig itself out this current deep recession/mild depresion.


 –Basking Ridge, NJ

Part II

For those who may not know, Basking Ridge/Bernards Township is situated in the Pharma belt of Somerset County- which is also the second wealthiest county in New Jersey.

The Bernards Twp/Basking Ridge area is home to the corporate offices of AT&T, Verizon and The United States Golf Association. Basking Ridge boasts its own country club as well, with an 18 hole PGA golf course.

Ridge High School, one of the best rated in the state was ranked second overall in 2007.  There is no doubt that Basking Ridge is a much sought after, desirable community and a nice place to live- just ask any of its 26,000 residents.

untitled1

Quick Stats

Bernards Township is one of the most expensive boroughs to reside within Somerset County, as well as the state. The cost of living is 68.66% higher than the national average.

The median house value is approximately $685,000, with median property taxes just over $9,500 and the median household income above $128,000.

The public school budget rings in at a hefty $84,007,764. The cost per pupil is over $11,000 (24% higher than the state average) with a total student cost of approximately $68,500,000. Which leaves approximately $17,000,000 for expenditures. Salaries, vehicles, athletics, etc. A very healthy budget indeed.

The general tax levy in Basking Ridge has increased a massive 110% in 10 years. Rising over 11% annually, (more than double the cost of living) from $30,128,190 to $66,837,438.

The only aspect that keeps the very beautiful and historic borough from being an exclusive bedroom community is the four thousand plus condominium units throughout the township.

Those 4,000 units have a median price in the neighborhood of $300,000. These more affordable options (evidently to the chagrin of some locals) are approximately half the cost of most single family homes in Basking Ridge.

Who invited you to the party?

The Ricola Race has the distinction of being the only professional sporting event to take place in Basking Ridge and immediate surounding area (excluding the Somerset Patriots Baseball team). This alone should be a fantastic draw for the fast-paced, excitment filled event.

You want reality? The race is the best reality show around, happening real-time, up close and in your face. No other sport allows the spectator to get so close to the athlete- while he or she is competing! Cycling offers unique perspectives and unprecedented access.

Interestingly enough the only other two other major annual events that take place in Bernards Twp., are the Far Hills Race Meeting Steeplechase and the Music at Moorland Farms Summer Symphony. Both of which get a lot of attention and exposure from the local media, surounding townships and presenting sponsors.

It seems as though the bicycle race may not be perceived in the same vein as the equestrian, golfing and symphonic events. But a look at the social and sporting statistics of bicycling tells a different tale.

FYI

Cycling is the second most popular recreational activity in the United States.

Cycling demographics cover three areas of interest. Recreational, Racing and Spectator Events. Like most professional sports the race participation is male dominated. Though unlike most sports, cycling has a very large female recreational and spectator base.

Demographics

grids

  • Cycling is the #1 fitness and health activity among doctors and lawyers over the age of 40.  
  • Cycling is the second most popular recreational activity behind sport walking.
  • 17-million bicycles are sold in the United States each year.  
  • The mean price for a professional racing bike is $3,500.  
  • Household income for 45-49 year old licensed racers. ($95,940)

  Source: Simmons, MRI, USA Cycling Membership, Bicycling Magazine

There is no doubt that the sport of cycling is very popular and attracts a wide array of participants who take part in one way or another.


 -Basking Ridge, NJ

Part I

ricola_grand_big

The 4th annual Ricola Twilight Grand Prix cycling race is set to take place on Wednesday, May 27th in the bucolic borough of Basking Ridge New Jersey.

The elite cycling event attracts a good number of pro and pro-am riders from all over the country including a small contingent of globally based riders as well.

Though not a points paying race for these pro’s and non-pro’s , the large attractive purse of $10,000 in prize money is definitely a strong pull for the 120+ competing riders. Most of whom were already in town for the oldest bicycle race in the country- the 50 mile Tour of Somerville, which will have run its 66th edition on Memorial Day.

The Ricola GP organizers capitalized on the Somerville classic, taking advantage of logistics by staging their race just 2 days after the ToS event. Local bicycle shop Liberty Cycle and its owner/operator, Greg Cordasc was instrumental in bringing the event to the Somerset County borough.

The race takes place in historic downtown Basking Ridge, with the riders passing along the main line of retailers along South Finley Avenue. The circuit layout is key in showcasing the many types of retail stores and services in the borough.

The race course is not the typical “criterium” style course and is regarded as one of the most technical short race circuits in the U.S. It features a 1.1 mile loop that offers a combination of 8 tight and sweeping corners every lap over the 44 mile race distance.

There are plenty of ideal spectating spots where fans get up close and personal- just inches away from some of the best elite riders- sweeping past in excess of 35 mph, which makes it unique and exciting to watch.

small alp horns

The event offers some interesting and fun pre-race activities such a BMX riding and tricks demo, the Bonnie Brae Knights Drum Corp. and the Ricola Swiss Alp horn players. The organizers have made the event appealing not only to cycling fans, but the whole family and all ages as well.

Obtaining the headline sponsor, Ricola USA was a huge ‘get’ for the event, providing visibility, name recognition and a lot of potential market appeal. With such a major sponsor, you would think that the race would be a fairly big attraction for the borough.  After all, it is a professional sporting event.

But apparently that is where that thought ends. It is somewhat painfully obvious that borough officials of Basking Ridge do not exactly embrace the event- for whatever inexplicable or unapparent reasons they may have.

Spectator turn out is decent, but certainly nowhere near its true potential. The racing event has tremendous appeal, but does not yield the bigger, more enthusiastic type crowds at other similar cycling events within the area, such as the Tour of Somerville.

There seems to be a bit of a disconnect between the solid efforts from the promotion of the race and the townships lack of efforts to publicize and market the race- in fact, one could even say they almost seem to undermine it.

(a topic further explained in parts II & III)

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