Blog - Written by on Tuesday, May 17, 2016 9:24

It’s a Wrap! — MMC Handles Communications for Amgen Tour of California — San Diego First Stage

Merrill Marketing/Communications (MMC) handled the communications for the Amgen Tour of California — San Diego Local Organizing Committee (LOC) working closely with LOC Chairman Ed Clancy and a plethora of dedicated volunteers and sponsors charged with bringing the first-ever San Diego start in the Amgen Tour of California’s 11-year history. The race went off flawlessly on Sunday, May 15 from the start at Mission Bay’s Ski Beach as 144 cyclists from 18 teams, and the most ever WorldTour teams, face-off over 108 miles of some of San Diego’s most iconic locations, including Mission Bay, Balboa Park, Downtown San Diego, Barrio Logan, Imperial Beach, Chula Vista, Jamul, Alpine, El Cajon and Mission Valley, to a lightening fast finish back at Quivira Way at Mission Bay. The San Diego stage was won by a last second lunge by reigning World Champion Peter Sagan (SKV) of Team Tinkoff as thousands of San Diegans cheered their lungs out at the finish line Lifestyle Festival.









The ATOC-SD team behind the team had worked closely the AEG team to bring this incredible race to San Diego. From the public relations standpoint a crescendo of media coverage began in October 2015 with the official press conference and announcement that the Amgen Tour of California was coming to San Diego, followed by a grass-roots PR efforts to promote active, healthy lifestyles in San Diego County through a special bike presentation each month to deserving teachers and administrators at elementary and middle schools. Along with key events to stoke the fires of interest at such places at Blind Lady Alehouse, Caffe Calabria, Moment Bicycles, RIDE Cyclery, Nytro Multipart and TREK Superstores, among others. The icing on the cake as the ATOC-San Diego LOC was presented with a special San Diego Supervisors Proclamation that May 15, 2016 would be “Amgen Tour of California Day” in San Diego!




Kevin Millard, Edgardo Salazar, Imperial Beach Mayor Serge Dedina

Women's Pro Cycling Racers Jessica Noyola and Allison Jackson with Bayside Elementary School Students


Race weekend festivities began on May 13 with the Official Press Conference to announce Team Riders at the San Diego Yacht Club. The event was punctuated by the first-ever San Diego Sport Innovators (SDSI) San Diego Sport/Cycling Showcase, which featured many top San Diego companies displaying their bikes, clothing, gear and accessories to over 100 international media. Those companies included Stromer, Ellsworth Bikes, Holland Cycles, San Diego Mountain Biking Association, California Bicycle, ElliptoGO, Speedplay Pedals, Hirobel Cycling Solutions, MustGear Aromatherapy Sports Wipes, and a fashion show with ZOIC Clothing, Surf Diva Surf School and GracedByGrit.







Media Coverage:

San Diego Union-Tribune — HERE
San Diego Union-Tribune — HERE
San Diego Union-Tribune — HERE
San Diego Union-Tribune — HERE
San Diego Union-Tribune — HERE
San Diego Community News Group — HERE
San Diego Community News Group — HERE
Discover San Diego — HERE
San Diego Union-Tribune — Peter Sagan Wins First Stage! — HERE

SeaWorld San Diego was the host of the May 13 evening event — “Champions Will Rise” — which introduced riders from 18 of the world’s most decorated and recognized cycling teams competing in the Amgen Tour of California. Funds raised at the event supported the Challenged Athletes Foundation, a worldwide leader in helping people with physical challenges lead active, healthy lifestyles through sports.

CAF’s Ricky James on FOX5 — HERE
CAF’s Willie Stewart on CBS8 – HERE


Saturday, May 14 featured the unveiling of the 800-pound bronze statue in honor of Bill Walton, NBA Legend, cyclist, philanthropist, friend, native son of San Diego. This first public viewing, with Bill and hundreds of friends, included presentations by John Sarkisian, Mayor Kevin Faulconer, Three Wise Men Veterans Foundation’s Nathan Fletcher, Bill’s older brother Bruce Walton and Portland sculptor Alison Brown. Following the presentation there was a 30-mile Veterans Salute Bike Ride with hundreds of cyclists, including members of the Challenged Athletes Foundation’s Cycling Club.



San Diego Union-Tribune — HERE
KUSI Good Morning San Diego — HERE
San Diego Union-Tribune — HERE
Portland Tribune — HERE
NBC7 News San Diego — HERE
KFMB News 8 San Diego — HERE

NBC7 News San Diego with the story on the impact the Amgen Tour of California had on San Diego’s economy! — HERE

And the San Diego Community News Group with the story on the Amgen Tour of California LOC and the wonderful Volunteers — HERE


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