When 133 of the world’s top professional cyclists pedal off to start the Tour Down Under next week, cash registers across much of the state will also begin jingling.
In its 12th year, the week-long Tour Down Under is expected deliver a significant financial bonus to South Australia, including many small communities and businesses.
Events SA expects the total cash injection to SA will far exceed last year’s estimated $39 million.
Bigger names and a greater awareness of the race in cycling’s European heartland means more visitors (and television viewers) and a bigger cash bonus for the state.
Last year comeback rider Lance Armstrong was the TDU main act, almost overshadowing the race and the eventual winner, Queensland’s Allan Davis.
Armstrong is back this year with his new squad Team Radioshack, but his star status is almost matched by Australia’s reigning World road race champion and Tour De France podium sitter Cadel Evans. The Victorian climber and former world mountain bike world cup champion was the first Australian to win a men’s world road title when he grabbed the rainbow jersey in Switzerland, last year. He has not raced the TDU for several years and his appearance with his new US-based squad Team BMC Racing is a major raced drawcard.
Davis, who has raced every Tour Down Under, is back with his new team Astana along with a host of world cycling’s leading names – Spain’s Tour De France winner Oscar Pereiro, Tour of Spain champion Alejandro Valverde and Andre Greipel (2008 TDU winner).
They will race with a growing number of South Australian superstars, including Stuart O’Grady (Saxo Bank and inaugural TDU winner), Luke Roberts (Team Milram), Jack Bobridge (Garmin Transitions), and Timothy Roe and Rohan Dennis (UniSA-Australia).
Events SA estimated that last year 36,200 interstate and international visitors joined tens of thousands of locals to watch the race. Together they poured $39 million into the local economy.
And much of that money was spent in communities which hosted Tour starts and finishes, like the Adelaide Hills town of Stirling.
It will host the third stage finish this year and food business are gearing up for a bumper day at the cash registers.
Stirling Business Association chairman Peter Oborn said that after hosting the race for three years, the Tour Down Under has “certainly put the town on the tourist trail”.
He said that on the day the town will be full, but most will leave quickly after the race finishes, based on previous experience.
“While they may not spend a great deal on the day, we see the benefits over the next 12 months,” he said.
“We know that people return to the town throughout the year and spend money in cafes and restaurants and at events as a direct result of them visiting during the Tour.
“Generally it’s a positive experience for the town. Most business realise that there may be some inconvenience on the day, but the long-term benefits far outweigh that.’’
Mr Oborn said in the weeks leading up to the Tour this year, Stirling had experienced an increase in the number of foreign tourists, out-of-towners and weekend cyclists.
Stirling Organic Market owner Graham Murray said he expected an increase in sales on Thursday, but said the main economic impact would come over the next year.
“With 90,000 extra people in Stirling on the day, there will be additional sales, but we also know that many of them will come back throughout the year,” he said.
Race week gets underway Sunday afternoon with the Cancer Council Helpline Classic street race around Rymill Park from 4:15pm, with the six-stage Tour starting in Clare on Tuesday.
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