The Crested Butte News Serving the Gunnison Valley since 1999
Introducing healthy and wealthy people to Crested Butte
The Local Organizing Committee (LOC) for the USA Pro Challenge Bike Race has received half of the $10,000 increase in funding it asked for from the Crested Butte Town Council. The town will write a check for $30,000, instead of the requested $35,000 or the budgeted $25,000.
Mayor Aaron Huckstep is part of that LOC and recused himself from the discussion, so committee co-chairman Dave Ochs reiterated the positives of the race to the council at the April 7 meeting.
“This is a huge income generator for us,” he said. “It’s a clean generator. We don’t know when the people will come visit after seeing Crested Butte as part of the race, but they come. The benefits of this are not necessarily the day-of but it attracts people and it brings the valley together.”
Ethan Hicks of Paradox Footwear said he likes the event and was in favor of it but “based on my numbers it keeps people out of my business. It probably works great for the hotels and restaurants and if the finish was in town it would probably be a different story, but that’s just what the numbers say.”
He also asked the council why they are considering asking for a $287,000 increase in town sales tax when they could put $30,000 into the coffers by not funding the Pro Challenge.
Mike Nolan of the Elk Mountain Lodge said the Pro Challenge was great for his business. “I get guests all year long who talk about it,” he said. “Now, I would rather the Tourism Association spend the money on it than you guys, but it’s a great event. I am already full for that night.
“It’s the best deal we will ever get for international marketing,” Nolan continued. “You can’t even put a dollar amount on this marketing. It’s an amazing opportunity.”
LOC co-chairman Karl Trujillo did put a dollar amount on the event, saying the exposure totaled about an estimated $1.3 million in impressions and marketing value for the north end of the valley.
Ochs said the TA doesn’t want to spend money on the race since he’s been told they don’t fund individual events. But the TA does have money in its budget to help market the stages of the race that come through the county.
“I’ve heard the concern by some that this will become an ever-increasing line item in the town budget,” said Councilman Shaun Matusewicz.
“The organizers are trying to create a masters-type event—a Kentucky Derby or the American Tour-de-France,” said Ochs. “We don’t want to lose out on that opportunity and competitive advantage. I think they are creating something lasting.”
Trujillo said the LOC would continue to pursue major sponsorships and look forward to increased beer sale revenues this year.
“This is magnet branding that pulls people here,” said Councilman Glenn Michel. “It’s the ideal demographic with people who are healthy and wealthy, and this introduces them to our community.”
“We do have other financials we are dealing with. This request has gone up every year. What is our threshold?” asked Councilman Roland Mason. “Mt. Crested Butte has specific funds they can use for this, while we don’t. But it is a good event and I’d support $30,000.”
The rest of the council agreed with that figure. The town will contribute $30,000 for this August’s event.
