By Nancy Barth
Nov 04, 2012

Tour of Utah Deer Valley Utah and Park City Utah StageTwo months after the completion of the 2012 Larry H. Miller Tour of Utah professional cycling stage race, event organizers confirmed that new records were set for economic impact, national audiences, and media coverage. A quantitative research study completed recently reveals that out-of-state spectators contributed as much as $14 million in direct economic impact for the state of Utah. Tour organizers also confirmed that national television viewership almost doubled from last year, media impressions grew by nearly 50 percent and the Tour earned $8.5 million in publicity value.

The Tour of Utah gained attention in its eighth year in 2012 for increased race mileage, more elevation gain, and a stronger international field of competition. The race route covered 543 miles of diverse and mountainous terrain with 38,500 feet of elevation gain. Mileage increased 33% and vertical feet of climbing increased 25% from 2011, solidifying the event as "America's Toughest Stage Race". Seven of this year's 17 professional teams competed at the Tour de France, including the BMC Racing Team, which featured 2012 overall Tour of Utah winner Johann Tschopp of Switzerland.

Steve Miller, President of the Tour of Utah confirmed that next year's event would continue as a six-day, 2.1-rated UCI stage race. It will retain its position on the international cycling calendar during the first full week of August, with the dates being Tuesday, August 6 to Sunday, August 11, 2013. The overall route and host cities will be announced in the coming months.

IFM North America, an independent and international leader in sports marketing and research, managed the survey process from data collection to analysis. This included measurement of economic impact, sponsorship awareness and spectator profiles related to the cycling event, which took place August 7-12, 2012. Data was collected by crowd intercept surveys at all start and finish host venue locations during race week, which included Park City and Deer Valley, Utah.