Targeting the Market, Finding the Champions, Part II

Tom Danielson became a feared rider while contracted to Saturn.

 

JP: When you look at the domestic peloton these days, what do you think about the health of the sponsorship scene?

TS: Overall, cycling is healthy. Not racing, but cycling. The numbers are there for commuters, riders, racers. It’s an aging demographic, but it works for lots of people. Most cyclists have no interest in racing. You don’t need to be in racing to be a supporter of cycling.

An advertiser can use a bike in their marketing without sponsoring racing. Racing leads to another layer of cycling which leads to people riding bikes. Making bike racing a little more user friendly or making people more aware of it and why it’s an interesting activity.

So cycling itself is very healthy. Especially in our cities where it’s used more and more as a tool. Bike racing, the sponsorship, ebbs and flows, like car racing. Is racing necessary? It goes back to human nature.

I think a lot of the sponsorships … It’s expensive to sponsor a national (level) bike team. When you look at the money and measuring the return on investment, that’s the issue. If they could get return of investment at half the cost, it would be a much easier decision. It’s hard to get an American team to get to the level of Tour of California. It’s not an inexpensive activity to be involved in. Cost is a factor.

GoDaddy chooses the Super Bowl, which costs $3 million every 30 seconds. Why that and why not cycling? Car companies want to advertise how tough their trucks are, and the Super Bowl might be an easy decision.

The brand wants to get involved in an activity their customers are involved in. When it’s the non-endemics, why do they need to be in cycling? You have to make that link. Just putting your name on the team and hoping it works is not a good use of your marketing dollars

 Chris Horner enjoyed some of his most successful seasons as a Saturn rider.

JP: What about with the international peloton?

TS: In the European peloton, you see a lot more, you can kind of segment, you can see the sponsorship and see the segments or strategy a little clearer. There have only been a few true global brands that do cycling. Is Rabobank a Global Brand? I don’t think so, but they’re primarily a Dutch initiative. Their metrics, and they’re an example where they’re deep in Holland and deep across all cycling activities in Holland. It’s an example of a marketing plan where you see a return on investment.

Liquigas-Cannondale might be a business-to-business deal. I think Lampre, what is Lampre? The French brands have been national brands. There’s been Toshiba, an international brand. Motorola had potential, it was paid out of a variety budgets, but was a national brand. T-Mobile was an international brand. It had a German-American axis, but it was a national brand.

The day when more teams market globally, it will help the stability of the sport. In terms of the teams that have been around for a long time, they still don’t have a reason to go everywhere. I don’t think Liquigas sells in Holland. You have categories of true internationals, nationals, and business-to-business. There are teams based on a business relationship model. Not too many of those coming to mind at the moment. A business-to-business team is one that doesn’t influence consumers so much, but trying to get your dealer base or certain dealers.

 

JP: How about the now-departed Navigators Cycling Team (which was a pro team from 1995-2007)? Weren’t they a patron?

TS: When Navigators activated, it was business-to-business model. But to their credit, they were always trying to bring customers to entertain, even internationally.

 

JP: If ROI is important and Highroad had such an impressive ROI, why do you think they couldn’t land a sponsor? 

TS: No matter how good your numbers are, and I believe Bob had numbers to back up their sponsorships, the people believing those numbers need to be inside those companies. The team, to be successful, they have to be people in the company, pounding their chests just as hard as the Bob Stapletons and Tom Schulers about how great sponsorship is. If you had that, the sponsorship lasts. You had it at T-Mobile and Saturn.

You can get all kinds of metrics and I wouldn’t doubt that Bob’s ROI were significant, certainly enough to justify continuing or finding a new sponsor. But the people in the company have to be touting those numbers.

He turned around a ship that was taking on a lot of water. He ran a good program, and seemed to, through Cavendish and victories, I would have put him at the top of the heap for providing a return. He’s probably had six different sponsors in there. But again, if it’s just three years, it probably didn’t work as well as they could have for the company.

 Saturn was a team with unusual depth and organization.

 

JP: Do you need to find the “champions” of cycling to sponsor a professional cycling team?

TS: You need to have people inside (the company) to believe in it. It can’t be just one person. It has to be a recognition inside the company of ‘this thing works for us.’ You can’t tap someone on the head and say ‘now you’re a believer.’

We had brand managers at Saturn come and go all the time. A new person may come in and want to look at different metrics. They’re skeptical, but they look in the field and look around. I can understand how someone who inherited a cycling team comes in not being a believer. Cycling teams are multi-dimensional in terms of what they can offer a company.

 

JP: When people discuss what seems to be worse and worse news for top-level teams, two concerns are repeated, one is the state of the global economy, the second is drugs in the sport. Do you think these things are scaring away sponsors or limiting what is happening? 

TS: The global economy in general, the general trepidation of people to spend money and make those decisions. As tenuous as cycling sponsorship is, we’ve had the same go/no go decision rate in both good times and bad. You can say banks aren’t loaning money now, but I can’t say people aren’t considering cycling now. UHC (UnitedHealthCare) is a good contra indicator.

And drugs, I think we’re kind of, I think Stapleton alluded to it. It could be a country-by-country basis; it might not be as significant. In Germany, it could. Over there, at least, there are some pretty strong metrics in place to measure. But when you lose television coverage of your biggest event. So Bob’s comments are directed at the German market as much as anything. Has doping impacted the sponsorship we’ve gotten in America? I don’t think so. Vaughters program is working on moving out of that era, as was Stapleton’s. Wherever there’s a disaster, there’s an opportunity, too. Net-net, I’m not sure. I have to believe what Bob says when he says it has been an impact.

The public doesn’t seem to like The Cobra (Riccardo Ricco). But David Millar, guys like him are still heroes. I think at the end of the day, everyone feels that if it was my kid and that was the circumstances, I could understand it.

As cyclists, we might be bigger conspiracy theorists, and more skeptical. I agree that corporate America doesn’t care as much.

 

JP: What do you think teams should be doing to improve their chances to land a good sponsor?

TS: I think it’s incumbent on all the team managers to make that sponsorship as valuable to sponsors, and that’s how they can help ensure longevity. Pure impressions is one thing. If it leads to more traffic to the store, more purchases, and it’s incumbent on the managers to make things work and that will go a way to increasing the longevity of the sponsorship.

 

Getting Rational in Crazytown

Every week, it seems like there’s bad news on the pro team sponsorship front, a steady drumbeat that began with the announcement in August that team Highroad/HTC was unable to land a sponsor. In their wake, Leopard-Trek, the hot new team of 2010 merged with Team RadioShack. Then Team Geox, fresh of their surprise Vuelta victory lost their title sponsor. Garmin-Cervélo apparently secured and then lost a French co-sponsor, BigMat, which may or may not take a leading role on the French team FdJ. There are rumblings that Saxo Bank-Sungard (about to be Saxo Bank) isn’t on sound financial footing, but there have always been rumblings about Bjarne Riis’ formations. And Euskaltel-Euskadi, a reliable formation if there ever was one, is allegedly on shaky ground after next season.

It can be depressing. But we’re going about it as the cycling fans, like the cyclists, we are. We’re worried about doping; we think it might be the state of the world economy. Rational responses, and concerns I share. But I can’t help but feeling that we’re sane people in the psychiatric ward. There’s comfort in feeling right in crazytown, but it probably isn’t the way to success.

I see this most strongly when looking at how we beat ourselves up over doping. And how we let the world beat cycling up over doping. I have no doubt that doping is a problem in cycling. I want to get rid of the dopers, and I’m sure I’m not alone in this. At the same time, I am certain that doping is a problem across the entire spectrum of sports, and cycling is doing more to root out doping than other sports. Yet when doping in sport comes up, cycling seems to get more attention than other sports, which work mightily to sweep their doping problems under their rugs. Look at how pro baseball tipped off their players when testing was first initiated. Look at how professional football barely gave a penalty for doping, and is now backing away from their pledge to test for human growth hormone. And this is before anyone discusses what seems to be common use of cortisone in pro football, something that is supposed to be strictly limited in cycling. The notorious Dr. Fuentes of Operacion Puerto fame claims he worked with football (soccer) and tennis players, yet nothing has been heard of that.

Look at sponsors in other sports. It’s easy to see that businesses have no trouble backing tainted athletes. Tiger Woods wrecked his carefully-cultivated public persona on his own, yet most of his sponsors stood by him. Accenture didn’t, but Rolex came on board. There has been no exodus of advertisers from The Super Bowl broadcast over drug use in football. Mark McGwire, the St. Louis Cardinals slugger was caught with steroids by a reporter in his big home run chase in 1998 (the reporter who noticed it in his locker): McGwire denied it, admitted it, and is still popular and employed by the team he “disgraced.” I don’t think sponsors care about perfect actors, but a patina of cleanliness and plausible deniability.

Doping isn’t a real issue. Nor is the world economy. There’s high unemployment, but corporate profits are at record levels. Products always need to be marketed. There’s a oft-repeated story told by marketers about how going in to The Great Depression, cereal manufacturers Kellogg’s and Post were about even in market share. Post decided to cut back on marketing, while Kellogg’s increased their marketing budget. At the end of the depression, Kellogg’s was the dominant player, a position they’ve held ever since.

Companies need to advertise their goods and services. Sometimes it’s something new; sometimes it’s reminding the public of something that’s already around. Some products always have a need to be marketed. Cars, banking, insurance, telecommunications, beverages, and lotteries are some of the evergreen advertisers. Massive companies with huge operating expenses and big advertising budgets. HTC, a mobile phone company, the most recent sponsor of Highroad, doubled their profits from $20 billion to $40 billion between 2010 and 2011. Whether or not this was a result of Highroad’s success is never discussed. Their advertising budget in the United States alone was $50 million per quarter, or $200 million dollars a year, starting in 2009. It’s easy to imagine their worldwide advertising budget was over a billion dollars annually. And that would make a $10 million dollar budget, probably much more than what Highroad received, for strong ProTour team is less than 1% of HTC’s advertising budget.

Highroad’s owner, Bob Stapleton claims that his team offered an amazing Return On Investment (ROI). HTC either disagreed or didn’t care. This plays against a core belief for the cycling fan: that their demographic is valuable. Let’s assume that Highroad had impressive data that showed investing in the team yielded an incredible ROI. It wasn’t enough.

American tifosi look at the growing popularity of the Tour de France in the U.S, with daily reports in major newspapers, dominating cable TV presence, and then add in the fact that the Tour is the most-watched sporting event in the world, eclipsed only by the quadrennial events of the Olympics and soccer’s World Cup, and figure that there must be advertising gold to be made out of camera time at the Tour. Mix that in with the growth of cycling both for commuting and recreation. It seems to herald a consumer who is tech savvy, spends on her health, and has plenty of disposable income.

For better or worse, perception plays a big part in determining value. Almost a decade ago, the ABC television network was poised to bring Late Night with David Letterman to their channel, which would have meant canceling Nightline. Funny thing was, Nightline had more viewers, but they were seen as less important than the Letterman viewers. And Nightline viewers made more money. They were deemed less important because they were older. Cycling could be suffering from a similar problem. Maybe cycling eyeballs aren’t important enough. Frustratingly, they will remain probably not important enough until they are.

But the reason our eyeballs might not be important enough is that ProTour-level racing has grown to cost sponsors something. It’s not nothing, but it’s not big money like a Formula One team (probably over $100 million) or an ad buy at the Super Bowl ($3 million every 30 seconds). This could put sponsoring a ProTour team out of reach for a passionate company chief, who might have sway in terms of how his company’s marketing budget is used, but not to the tune of several million dollars. At the same time, $10 million might be too small for the biggest companies to consider, as the impact might be hard to see, and consequently measure, as making a difference.

This could be why at least half the ProTeam organizations seems to have angel investors backing them. It also could be why many Pro Continental outfits have their jerseys littered NASCAR-style with small sponsors, many of whom get a benefit out of sponsorship, but the benefit is tied up with seeing themselves as good citizens or promoting their passion. These sponsors like the ROI, but it probably isn’t what drew them to get involved, nor is it what’s keeping them involved.

And this is the big place where being the rational person in the psych ward cannot only be counter-productive but self-defeating. We’re providing data that proves investing in a cycling team is a smart business decision. It makes us feel good that we can prove the value of bike racing. But in so doing, we’re giving out a means for potential sponsors to not only turn us down, but dismiss us. We’re telling potential sponsors we’re good for them, like we’re telling them to eat vegetables when they want to be sold on the idea that it’s a juicy steak.

While I’m sure there’s data demonstrating to potential sponsors of big time sport in the U.S. the value of sponsoring commercials during baseball games and the benefits of having a company name next to the scoreboard or any number of proposals involving businesses putting money into sports, I doubt the data is what sells the companies on putting their dollars behind a sport. I bet they’re sold on the passion, and yes, they have the data.

They way we’ve dealt with this reminds me of how cyclists advocate for cycling in the U.S. It makes sense on an environmental level, on a health level, on an economic level, and most cyclists are happy about that. Then a non-cyclist points out that a person riding a bike might get sweaty and the discussion is over.

We’ve tried rational. Rational doesn’t seem to be working. Maybe it’s time to roll out crazy, an attractive crazy, and start focusing on that.

Image: John Pierce, Photosport International

Friday Group Ride #92

Since Steve Jobs’ recent death I’ve learned more about the iconic leader of Apple Computer than I ever wanted to know. I admit I was curious about him. Based on my read, he and I shared some basic traits: creative, big-picture thinkers on the intense side. So that made him interesting to me and even, on occasion, a north star to stay true to my personal views and beliefs.

His taste was impeccable, even if he did tend to dress day-in-and-out in the same wardrobe. I wish I had his taste. But as I’ve read more, I’ve learned other, less attractive features about the man. He could be tone-deaf to others’ feelings; I’ve suffered that at times. He could be both cruel and petulant. He could be a bully. I’m relieved those aren’t mine.

Malcolm Gladwell has called him the ultimate tweaker. It doesn’t seem to be a job title many of us would want, but Jobs turned it into something memorable. He seems to have been a man of extremes. His complicated nature make me more curious about him, even if I wouldn’t want to share more in common with him. I may have to read Walter Isaacson’s book.

The bike industry is full of complicated figures, too. Mike Sinyard of Specialized burns with a holy light for cycling. He rides more miles each year than plenty of guys I know half his age. He can be generous and warm. I’ve also heard that he can direct his wrath at employees who don’t measure up.

Friends in the industry who have worked with the Bikes Belong Coalition have told me that the great unsung hero of bicycle advocacy is Trek’s John Burke. People say that Bikes Belong wouldn’t be as well funded or as effective without his involvement. Yet from the sources I have, Burke never rides and he is known for being callous. One former employee told me that the wife of a staffer made a wistful comment about how she wished she saw more of her husband, to which Burke replied, “Get a dog.”

Cycling just lost one of the most interesting guys in the sport: Bob Stapleton. By all accounts he had vision, was both organized and disciplined and even ethical. The sport’s loss.

Then there are guys like Rob Vandermark of Seven Cycles, a guy whose business acumen seems as natural as Michael Jordan’s basketball talent, but whose personal life couldn’t be more shielded from public view. No one seems to know if he rides or not, if he does anything other than work. As a public figure, he’s unfortunately two-dimensional. On the other hand, we have Richard Sachs, a frame builder who has had more words devoted to his work than all other frame builders combined. Hmm.

The question today is: Who interests you, and why? Do you like the principled monastics like Sachs or do you find the complicated figures like Burke interesting? Or both?

Naturally, this leads to yet another question: Are there figures we ought to turn the spotlight on here at RKP?

The End of the Highroad

Bob Stapleton during happier, headier times.

So HTC-Highroad is no more. Technically, that’s not quite accurate; the team will come to an end with the close of this season. But it feels like the team might as well be mothballed now. Any wins that come will carry a certain lame duck pointlessness as they won’t have the ability to attract a sponsor or serve as confirmation that an incoming sponsor made a good choice.

How bad is Bob Stapleton’s inability to find a new title sponsor for his program? It’s the worst thing that will happen to cycling this year, perhaps for years to come. Here’s why: There’s not a single doping revelation that can confirm potential sponsors’ worst fears about the sport the way the dissolution of this team does.

We’ve already had the Tour de France champion test positive twice in the last five years. Stapleton’s failure to secure a sponsor is directly due to that. In a conference call with journalists, Stapleton admitted that doping scandals were a topic of conversation in “every negotiation.”

Compounding matters was Stapleton’s refusal to be confined to irrelevance by racing on a shrunken budget while battling Sky and Katusha—teams that each have an estimated annual budget of $20 million. After all, if part of your raison d’etre is to lead the sport into a new, cleaner era characterized by better management, you can’t do that from the back of the bus.

The end of HTC-Highroad is the corollary to the Leopard-Trek dilemma. It proves (at least for the court of public opinion) that doping is what prevented Brian Nygaard’s formation from landing a real title sponsor (or co-sponsor, for that matter). Worse, the fact that Katusha, Sky and Leopard are funded by ultra-rich businessmen who could use the tax write-off makes the sport that much less relevant. It could be argued that BMC is no better given that few people seem to believe that BMC is selling enough bikes that Andy Rihs could fund the team exclusively out of the operating capital of that one company.

If bicycle teams become the playthings of oligarchs, it will be hard to sell the public on the idea that the sport carries the moral mantle of doping-free athletic achievement. There is a general perception that billionaires play by a different set of rules than the rest of us, and the recent phone-hacking scandal in London that brought down Rupert Murdoch’s News of the World and killed his play to become majority owner of bSkyb is all the proof many people need to come to the conclusion that cycling lacks a moral compass. After all, if Murdoch’s businesses will run roughshod over the most basic elements of privacy, why would anyone think his cycling team is any more ethical?

I’ve met a number of principled people in cycling. I’ve met plenty of truly ethical people in the sport as well. I don’t think I’ve ever met a smarter, more decent person in cycling than Bob Stapleton. I’ve met no one with higher aspirations for helping the sport to function in a cleaner, more transparent manner—in other words, to be its best—than Stapleton. He brought credibility that simply can’t be purchased elsewhere and served as the ever-reasonable counterbalance to the ill-considered pronouncements of the UCI. He was a sort of sanity constant.

As I mentioned before, losing Stapleton and his team isn’t just the worst thing that will happen in cycling this year. It’s the worst thing that will happen in cycling for years to come. If the sport can’t keep a man universally respected and admired, then it will be no better than the cesspool of politics because it may only draw people we’d rather not have dinner with, figures like Bernard “Dr. Mabuse” Sainz.

Sainz’ nickname comes from the Fritz Lang film of the same name. The film was a commentary on post World War I German society, a time of amoral criminality. Dr. Mabuse, “the gambler,” was a megalomaniac who ruled—via hypnosis—an organized crime syndicate of counterfeiters, thieves and murderers. I can’t think of an uglier thing for cycling to be compared.

We’ve lived through that once, or something thereabouts. If the riders don’t get the idea that they need to clean up their acts, there won’t be a sport left to employ them. But we can’t place all the responsibility on the riders. The UCI has an obligation to make sure that testing is performed in a rigorous manner and justice handed out promptly and equally. Until John Q. Public sense we’ve turned that corner, it will be hard to attract leaders like Stapleton and sponsors like HTC.

In Fast Company

I’m partial to any occasion that gets people into a bike shop for a reason other than pure commerce. Bike shops have always been a part of my sense of community, even if that shop is 100 miles away. The best shops find ways to make themselves part of the social fabric of the cycling community and when it does happen, the benefits can be profound and unexpected.

Cynergy Cycles, the flagship among Specialized‘s Concept Stores, held a charity event to benefit Right To Play. The organization targets children in areas ravaged by war and disease, using the transcendent power of play and sport to heal those children and help them chart a better future for themselves. The tie-in to Cynergy came through Specialized which sponsors Team HTC-High Road, one of Right To Play’s Global Corporate Partners.

The shop sold 100 tickets to the event at $100 each. For that, attendees got a dinner catered by Wolfgang Puck (it was quite good), wine, beer or coffee (perhaps all three?), a gift bag and $25 gift card to Cynergy. Better yet, they got to meet the HTC-High Road squad for the Tour of California and were entered in a drawing to win a Specialized S-Works HTC-High Road team frame set.

Another 10 folks got their picture taken with the team for their $250 donation.

Emcee for the event was Phil Keoghan of The Amazing Race and NOW: No Opportunity Wasted.

And while I was pretty jazzed to see Mike Sinyard and meet Allan Peiper, it may be that the biggest stars of the evening had neither the last name Goss or Van Garderen. Specialized was showing off one of a handful of the McLaren edition Venges and the local McLaren dealer was on-hand with both a chassis and working MP4-12C. You’ll pardon me if I tell you it was the sexiest thing in Santa Monica that night.

I’m keen to learn more about the McLaren edition of the Venge. I’m aware that it enjoys its own layup room, its own (much lengthier) layup schedule, not to mention its own blend of carbon fiber. That’s probably as close as I’ll come to the bike though; at $20k, I doubt they’ll be loaning any out for bike reviews. So far, they seem to be most popular with McLaren customers, who are picking them up as the ultimate fashion accessory.

Stuff like this just doesn’t happen often enough. A few PROs, a cool new bike, an amazing car and more than $12k raised for charity. Not bad.

The SLO Gran Fondo

Two of cycling’s heavy hitters: Bob Stapleton of High Road (l) and Andrew Messick of AEG Sports, (r)

The gran fondo concept is in its infancy here in the United States. Most cyclists I speak with aren’t really sure what the difference is between a century and a gran fondo. Some are downright sarcastic about any ride called a gran fondo, believing the organizer is just attaching a trendy name to what would be a century to regular folk.

Tejay Vangarderen chats with gran fondo participants

It’s a misperception I spend a lot of time trying to correct.

The challenge in this is that most gran fondo organizers are essentially flying blind. Let’s face it: Most American cyclists have never ridden a proper gran fondo (or cyclosportif as many of the French and Belgian events are called). Our ability to emulate something we’ve never seen is fraught with diabolical challenges.

Stapleton enjoys the early kilometers through town

Most gran fondos I’ve run across are organizing their inaugural edition and as a result, there is some variance in the experience riders are presented. For some events, there seems to be the idea that if you put on a big show at the start and finish, you’ve covered most of your bases.

Vangarderen relaxes as we roll out of town

So I was curious to see just how the first SLO Gran Fondo would turn out. The start of the event was held in downtown San Luis Obispo, essentially at the old Spanish Mission. Staging was a little loose, with riders approaching the start line from three different directions, perhaps in part because only 600 riders were registered.

Carla Swart is the winningest collegiate cyclist in US history (even though she’s South African)

With significant support coming from High Road Sports, the ride did have the VIPs in attendance. It was obvious that the riders enjoyed having the likes of Tejay Vangarderen, Danny Pate, Amber Neben and even High Road Sports’ CEO, Bob Stapleton on the ride.

Pate is a very funny guy and was cracking jokes about how to intimidate the younger PROs

However, to the organizers’ credit, rolling out of town was silk-smooth. The San Luis Obispo police department controlled each of the intersections for riders as the mass of riders began to sort itself out. All this was conducted in fairly misty conditions with the promise of a very cloudy day ahead and a 30 percent chance of rain before the end of the ride.

Robert is better known for his monster Zinfandels

It was on the farm roads between San Luis Obispo and Morro Bay that the first selections began to be made. I was riding with a friend and we had to work our way through a fair amount of traffic before reaching the lead group of 100 or so riders.

Thanks to my flat there was always another group to try to catch

That didn’t last long though as a split in the group placed us in group two and the leaders heading up the road. It wasn’t a bad outcome, though. Our group was working well together and comprised of riders with plenty of skill. Unfortunately, even that didn’t last as I flatted just before we reached Morro Bay. A quick tube change still didn’t prevent group three, then group four, group five and group six from passing us.

Of all the things we expected, blue skies and puffy clouds weren’t among them

We spent the next eight miles working our way from one group to another, and meeting a few RKP readers along the way. The only significant climb began about mile 22 and lasted 10 miles, though with two short downhills to break it up. Despite the lack of sustained climbs, the frequently rolling terrain made for a course with 3675 feet of climbing, according to Map My Ride. Other estimates placed that number rather higher.

Our group got whittled down little by little until there were four of us

Compared to some of the other events I’ve done, the SLO Gran Fondo had a number of intersections, so making sure as many intersections were controlled as possible required a great deal of manpower. Cambria, toward the northern end of the course was the one location where traffic was not controlled for us in any way. Fortunately the lights were brief and slower riders didn’t immediately head for the front of the group.

Following the descent into Cambria at mile 45, the ride was essentially finished with climbing; there were but five hills the rest of the ride and only one of those merited a Cat. 5 designation according to Map My Ride. However, that isn’t to say the ride became uninteresting. Coastal California is always pretty and, inexplicably, the sun burned away the clouds and the rain was banished to some less fortunate locale.

For those who, like me, prefer to stick to wrapper foods like Clif Bars and Gus when on long rides, the SLO Gran Fondo was a bit of an adjustment. The food was all standard century fare: orange slices, cookies and such. The lunch stop was equipped with Subway party platter sandwiches. I can’t tell you the last time I ate a turkey sandwich mid-way through a ride.

It was on the rolling roads back to the finish where I most enjoyed myself. My friend Robert was riding his first century ever and it was terrific fun to be a part of his experience. We infiltrated a group dominated by Art’s SLO Cyclery team riders and their smooth rotation gave Robert the opportunity to dig deep with some long pulls and still get the chance to recover. There’s a great sense of satisfaction to being part of a paceline made up of riders you really don’t know rotating easily and maintaining a pace you simply couldn’t manage on your own.

The finish line was in the walking plaza of the mission, so any sort of sprint was out of the question; the run-in was downhill and you had to brake before the turn, so that aspect was a touch anticlimactic.

The post-ride lasagna and Caesar salad (and homemade cookies) were all terrific. A number of local businesses set up 10×10 tents for an afternoon expo that gave riders some reason to stick around.

As first-year events go, this one was quite well done. Why more riders didn’t attend is hard to guess, though the promise of HTC-Columbia team members (um, which ones?) might not be quite the draw of, say, Levi Leipheimer or Paolo Bettini; point being, Tejay Vangarderen is certainly a rising star of US cycling, but no one knew he’d be there for sure.

The more important opportunities for improvement would be in staging (make that a little clearer and better organized), food (bring on wrapper foods, at the very least Clif Bars or something along those lines), controlled intersections (make sure all of them are controlled and make sure that all of the police controlling the intersections really understand just what that means) and the finish line (give folks something they can really sprint to).

San Luis Obispo is such a cool a city there’s no reason this event shouldn’t become the focal point of a destination weekend. With excellent riding, dining and wining (not to mentions spas and the like), it’s an ideal opportunity at an ideal location for a getaway.

Garmin Goes Good

Among American cycling fans Jonathan Vaughters’ Garmin-Slipstream formation has enjoyed the loyal love afforded a hometown team. That love has been based more on the team being “American” than on having actually kicked a lot of ass.

Of course, it isn’t the only ProTour team registered in the U.S., as Bob Stapleton’s Columbia-HTC team is based in San Luis Obispo, California. However, despite an American owner and one of two title sponsors being American, most cycling fans still perceive the team as European for two simple reasons: Most of its sport directors came from the former T-Mobile team and it has almost no American riders.

Critics of the team have noted a dissonance between the amount of media attention Garmin garners wherever it goes, and its results. The undercurrent being—the team really hasn’t earned its status.

Many of the headlines the team has generated have come as a result of its outspoken anti-doping stance. On paper there are several teams with anti-doping programs as stringent as Garmin’s, but Jonathan Vaughters is the media’s go-to guy for quotes on how to run a clean cycling team. To be fair, no one else is as articulate on the challenges a pro cyclist faces or the mixed signals a rider might receive when trying to balance the need to produce results with the need to recover.

Until recently, most of the team’s wins have come in stages of smaller stage races and four national championships. A stage win and the leader’s pink jersey at the Giro d’Italia were all it claim for Grand Tour performances beyond a host of top-five finishes in stages and general classification.

But in less than a week two different riders, Tyler Farrar and Ryder Hesjedal, won two stages of the Vuelta a Espana, giving the team its first Grand Tour stage wins. Back home, the team defended its title at the Tour of Missouri with David Zabriskie’s time trial win that culminated in overall victory. It was the first stage race victory for the talented time trialist.

Unless you’ve been sleeping through September, you know all that. Why bother to note this? There are a great many teams with little ability to win outside of their star rider. Garmin-Slipstream won stages in two different stage races—meaning two different squads—despite the fact that Christian Vande Velde had to withdraw from the Tour of Missouri.

It’s been easy to slag on Tom Danielson for his failed promise. A probably top-10 at the Vuelta doesn’t measure up to the promises that he would be America’s next Tour de France winner, after Lance Armstrong, of course. That said, until he was struck with a virus, he was lying fourth on the general classification. Even so, he stands to give his team its second top-10 finish in a Grand Tour this year. That may seem an achievement of dubious value but consider that Cofidis, AG2R La Mondiale, Euskaltel-Euskadi and Columbia-HTC won’t post two Grand Tour top-tens and Quick Step won’t even post one.

Tyler Farrar’s three stage wins at the Eneco Tour of Benelux are significant more for what they taught Farrar and his teammates and as a confidence-building exercise than for the wins themselves. Those wins were an imperative step toward winning his first Grand Tour stage.

For a team in only its first year of the ProTour, Garmin-Slipstream deserves recognition for the team’s rise to earned prominence. Still a darling of the media, the team has results to justify the interviews and TV time.

Photo: John Pierce, Photosport International