Imagine a pack of cyclists clad in brightly coloured jerseys jockeying for the lead while thousands of spectators watch the racers pedal for the finish line.
Now imagine that finish line is somewhere around Lower Lonsdale.
That’s the pitch from M1 Sports Management. The marketing and event management company behind the Gastown Grand Prix, the Giro de Burnaby and the Tour de White Rock is hoping to add the City of North Vancouver to their stable of race sites.
“The ask is that the city own the event,” wrote M1 owner Mark Ernsting in a letter to the City of North Vancouver.
The financial commitment from the city will likely range between $120,000 and $200,000.
Both geographically and culturally, North Vancouver seems like a good fit for the 10-day cycling series, Ernsting said.
The race would likely be routed through Lower Lonsdale, according to Ernsting, who noted there would have to be “proper consultation” with the area’s residents and business owners.
The event tends to engage kids and young people, according to Ernsting.
“When you build out an expo and food truck area . . . it makes for a really fun summer, family event.”
M1 is requesting the city commit to five years with the bicycle race, however the city may request an opt-out clause, suggested Mayor Darrell Mussatto.
While the race represents an opportunity for the city, there are “two snags” to overcome, Mussatto said.
The city would have to deal with residents affected by road closures, and council would have to ensure the budget is workable.
Ernsting has stipulated the city spend at least $15,000 on prize money and another $15,000 on branding. Supplying announcers, a kids zone, and timing is estimated to cost $20,000.
“We have a minimum standard of show quality required,” Ernsting explained.
The event needs a professional look and feel, and that means “a certain price tag,” he said.
M1’s fee is expected to be $20,000 for the event’s first iteration in North Vancouver and $15,000 for the second year.
However, Ernsting projects the North Vancouver Grand Prix would attract between 5,000 and 20,000 spectators and between $60,000 and $130,000 in sponsorships.
In researching the project, Mussatto said he spoke with several mayors, including Delta Mayor Lois Jackson and Vancouver Mayor Gregor Robertson.
“They’ve all said it’s been a great addition to their neighbourhoods,” he said.
Council will likely make a decision before Christmas, according to Mussatto – and at least one observer is hoping they’ll vote to host the event.
“I would love to see that come to the city,” said Lower Lonsdale Business Improvement Area director Greg Holmes.
“The visuals that we would capture from a race like that would be broadcast around the world,” Holmes said, suggesting European road racing fans could get their first eyeful of North Vancouver’s waterfront, which would drive tourism
If it’s properly planned, the community will embrace the event, Holmes said. As a resident of the Burnaby Heights neighbourhood, Holmes has had a front-row seat for the Giro di Burnaby, an event that has garnered “very few detractors” from the business community, he said.
Holmes said he hopes city council snaps up the event.
“I hear through the grapevine that some other communities are looking at that Monday date.”
M1 is only looking to bring in one more partner, according to Ernsting, who said once the vacant date is filled there will be “no further interest in bringing in additional city partners for quite some time.”
If approved, the North Van Grand Prix would be scheduled for July 9, 2018.
