The Future of Sports Tourism

3 DAYS, 3 SPORTS, 4 MARKETS

“THE FUTURE OF SPORTS TOURISM!”

Established in 2010, The Long Course Weekend is now the largest multisport event in the country, televised to over 100 countries in an hour long programme.

Currently the event now attracts over 12,000

The format of Long Course Weekend is highly inclusive, which is one of the Key ingredients to its success and why it outsells Ironman Wales on the same circuit by over 5 times.

In 2021 the event will be held on the 25, 26 and 27 June.

athletes from 44 countries. In addition, a further 44,000 people will travel to support athletes, bringing the event audience on the day to an anticipated 56,000 people.

WATCH THE VIDEO

The swim start at LCW Wales sees thousands of competitors take to the water

DOING IT DIFFERENTLY.

The world doesn’t need just another sporting event it needs world-class sporting experiences.

The Long Course Weekend, at its very core, is a sports tourism product. Every part of its DNA is about athlete, supporter and community experience over the build up, the event and post event.

Tackling obesity, promoting health at the same time driving huge economic spend locally and nationally has never been higher on the agenda.

on a World scale is still in its infancy, with many International brands using more of a parachute model of deliver and depart.

The Long Course Weekend works closely with communities offering free and attractive promotions to bring the event community and visiting athletes and families together; not only for the event, but ideally for years to come.

Sporting events that deliver regional culture and heritage via sport to deliver

BLACK BAND SCHEME The Long Course Weekend Black Band scheme

call - “The little big race” - An intimate feeling

runs in perpetuity and not just for the event.

around a mass participation event - something

The scheme pools local businesses that offer

that rarely occurs with parachute events.

added value to athletes and supporters. Cafes, restaurants, bars , retail etc. When athletes travel for training breaks, holidays after the event, it becomes a clear visual to local businesses of the power of the event itself to bring ancillary tourism outside the event.

In addition at the event, it brings businesses and athletes closer together - creating what we

LONG COURSE WEEKEND

The iconic stacking medals custom designed for each event

PARTNER ACTIVITY THE LCW BEER

Another example of Activity in the Wales event is working closely with local breweries to create The LCW Beer. Athletes all are given one each at registration and all local bars etc will stock the Beer. Again bringing the event into the community.

ACCOMMODATION OPERATORS Across all LCW events - all accommodation is marketed free of charge across all website and social platforms. Again, this is to encourage a far more personal experience for both parties concerned.

LOCAL FIRST At LCW we have a contractor target of 95% local. Where we can we will always use local contractors and partners to support the event.

Again adding to the local economy rejuvenation.

In Wales in 2019 we spent £505,000 with local contractors - 97% of all contractors were local.

TROPHIES Where possible all LCW trophies are made locally. In Wales they are hand carved from local woodlands and in Australia hand made using local sands.

SCHOOLS PROGRAMME Our Children into sport programme works closely with Governing bodies to introduce sport and upskill children throughout Primary years via a schools programme. This is completely free to all schools and children.

LONG COURSE WEEKEND

COMMUNITY INVESTMENT

VOLUNTEERS

All sporting events require volunteers to help run the event and ensure safety for athletes. At LCW we have a number of initiatives that encourage local groups of 10 or more to help out at events. Using locals to manage local locations has always added a far more relaxed approach and feeling to the overall experience. With our best

FAMILY FIRST

supporting village campaigns and financial

Events, like many businesses, rely on repeat

rewards from clubs etc we invest around

custom. This starts with Family. Our events

£15,000 into the local economy per annum

start with our Kinder programme - Childrens

via the volunteer scheme..

races on the beach where everyone is No 1!

In 2014 we introduced our “Run with a loved one” channel. Unlike other parachute events, we do not ban families from the finish line. In fact, we actively encourage it!

We know how much commitment it takes to train for an event and the family must be part of this process. We even make individual medals for any child that runs with Mum or Dad down the finish line carpet!

GREEN

REDUCE, REUSE, RECYCLE

From green zones at feed stations, recycling of coffee sacks to make athlete bags, the recycling of Water Bottles for athletes clothing; The Long Course Weekend is at the sharp end of all Green activity.

Athlete polos are made from recycled and regenerated materials

A zero tolerance littering policy is enforced at all events with all athlete gels etc required to be numbered and inspected on the start line

THE BUSINESS OF

LONG COURSE WEEKEND The Long Course Weekend was created as a tourism product. To deliver an unsurpassed sports experience to athletes and their families and develop shoulder business tourism for the UK

INCLUSIVE AND COMPLIMENTARY “SPORTS TOURISM” The Long Course weekend by its very nature is one of very few sporting events that encompasses Swimmers, Cyclists, Runners and Triathletes of all abilities over one weekend. From your couch to 5k programmes to pro/elite level athletes racing for the prize purse.

By its very nature the event attracts groups, friends and families over the weekend and allows the athletes to return year after year, increasing their events and distances and at the same time bringing new people to the event. For instance 27 members of the same family took part in LCW Wales.

It also compliments many regions that already have investment into existing races, especially Triathlon as it’s an ideal vehicle to allow people to try out the individual disciplines before putting them together on the same day.

LCW WALES YEARLY GROWTH ATHLETES, BED NIGHTS & ECONOMIC IMPACT 160000 140000 120000 100000 80000 60000 40000 20000

ATHLETES

YEAR 1 1006

ECONOMIC IM PACT

£1,111,860

YEAR 2 2307

YEAR 3 2801

YEAR 4 3317

YEAR 5 4967

YEAR 6 5912

YEAR 7 6717

YEAR 8 7508

YEAR 9 8497

YEAR 1 0 10600

£2,549,630 £3,095,690 £3,665,990 £5,489,57 0 £6,533,930 £7,423,670 £8,29 7,800 £9,390,880 £17,484, 000

Athletes

Supporters

Bednights

THE NUMBERS Due to the very nature of The Long Course Weekend, it generates far more local spend than the majority of other sports tourism products.

Average stay at Long Course Weekend = 3.1 Nights Athletes supporters = 3.7 people Average spend on bed nights = £70 Average daily spend = £50

1000 athletes x 3.7 supporters = 3700 visitors x 3.1 nights = 11,470 bed nights 2500 athletes x 3.7 supporters = 9250 visitors x 3.1 nights = 28,675 bed nights 5000 athletes x 3.7 supporters = 18,500 visitors x 3.1 nights = 57,350 bed nights

Therefore, if in your first year your event attracts:

1000 ATHLETES 11,470 bed nights = £802,900 in bed nights + £573, 500 in daily spend

Economic Value: £1,376,400

2500 ATHLETES 28,675 bed nights = £2,007,250 in bed nights + £1,433,750 in daily spend

Economic Value: £3,441,000

5000 ATHLETES 57,350 bed nights = £4,014,500 in bed nights + £2,867,500 in daily spend

Economic Value: £6,822,000

In addition to this Training Breaks prior to the event and also holidays resulting after the event after discovering the destination can also be added.

THE PLAYING FIELD With Athletes travelling from 44 countries to Wales and approximately 12 in Australia, Mallorca and Holland the brand is really attracting a solid international coverage.

LCW DEMOGRAPHICS BY PARTICIPATION

FEMALE: 30%

MALE: 70%

AGE BREAKDOWN UNDER 18

1.8%

18-19

0.3%

20-24

2.7%

25-29

3%

30-34

11%

35-39

18%

40-44

19%

45-49

18%

50-54

12%

55-59

7%

60-64

3%

65-69

2%

70-74

0.3%

75-79

trace

The naturally inclusive nature of LCW translates to a wider age demographic than other similar events, increasing participation.

THE INCLUSIVE EVENT The not-so secret recipe for successful, high participation LCW events with high local economic benefits is the makup of the event itself. Naturally inclusive with progression built in to enable long term participant retention.

FULL LONG COURSE WEEKEND SWIM

2.4 Miles

CYCLE

112 Miles

RUN

Marathon

HALF LONG COURSE WEEKEND SWIM

1.2 Miles

CYCLE

70 Miles

RUN

Half Marathon

JUNIOR LONG CORSE WEEKEND SWIM

1.2 Miles

CYCLE

40 Miles

RUN

10K

SWIM ONLY

CYCLE ONLY

RUN ONLY

2.4 Miles

112 Miles

Marathon

1.2 Miles

70 Miles 40 Miles

Half Marathon 10K 5K

LCKINDER Beach based splash and dash Through provision of events suitable for any ability and a natural progression for the following event we can create an athlete retention period of 6 years, as an individual may start with a 5k run whilst supporting a family member taking part in another event and then progressing to the 10k the following year and so on.

INTERNATIONAL TV COVERAGE To create a world Class event, International coverage is a must. Through sponsorship revenue, Long Course Weekend is the only Triathlon based event to continue to have a 1 hour programme delivered Internationally, TO A POTENTIAL OF OVER 800 MILLION HOMES, IN OVER 100 COUNTRIES. The programme is created with a tourism slant, not only showing the race but edited to show the key tourism USP’s Pembrokeshire has to offer. The Long Course Weekend team sit in the Edit suite with the TV Company to ensure every little detail is covered with both the voice over and edit, to ensure maximum impact worldwide.

NOW AVAILABLE ON AMAZON PRIME

LCW GLOBAL DELIVERY Minimum 3 Year Contract Websites and branding creation Instagram and Facebook accounts UK email database Global LCW Database Cross event marketing UK Press Promotions

LCW GLOBAL SITE

LCW SITE

SWIM SITE

SPORTIVE SITE

MARATHON SITE

DESTINATION, TOURISM & COMMERCIAL PARTNER MARKETING

CONTACT

MATTHEW EVANS MATTHEW@LONGCOURSEWEEKEND.COM +44 (0)1437 765 777

AND L A E Z NEWBRUARY 2022

5 - 7 FE NEW

M BELGEIU R 2022 E B M E T P

23 - 25 S

WALLEY S 2022

1 - 3 JU

D HOLLAAYN 2022

13 - 15 M

CA R O L L A M RIL 2023

P 20 - 22 A NEW

IA 22 L A R T S AU OVEMBER 20

18 - 20 N

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