Market Intelligence: Amgen tour draws upscale, active audience
By THE BAKERSFIELD CALIFORNIAN
In addition to larger California markets such as San Francisco, San Jose, Fresno and Los Angeles, the 2012 Amgen Tour of California will once again include Fresno/Clovis and Bakersfield, drawing an upscale, active audience of event-goers. Based on the characteristics of event attendees in 2011, many Bakersfield businesses could benefit from the increased attention and traffic to our area.
A September 2011 survey conducted by Scarborough Research indicates that approximately 262,690 California adults attended the 2011 event. The Sacramento area drew 40 percent of attendees; San Francisco, 27 percent; Los Angeles, 21 percent; Fresno, 5 percent; and Bakersfield, 4 percent. Most attendees were: men, ages 35-54, married, college educated, white collar professionals with a household income of $75,000 or more. In addition to their interest in cycling, high percentages also enjoy hiking, jogging, camping, swimming and photography.
Characteristic...% of 2011 Amgen Tour attendees
Men...59%
Women...41%
Age 18-34...31%
Age 35-54...40%
Age 55+...29%
Household Income
Less than $35,000...13%
$35,000 to $74,999...26%
$75,000 or more...61%
High school grad or less...21%
Some college...29%
College graduate or more...50%
Married...51%
Never married -- single...31%
Divorced/separated/widow...18%
Children in household...29%
Homeowner...73%
White collar occupation...62%
Blue collar occupation...12%
Activity -- past 12 months...% of 2011 Amgen Tour attendees
Hiking -- backpacking...50%
Photography...49%
Bicycling...46%
Jogging -- running...45%
Camping...44%
Swimming...38%
Source: Scarborough Research Multi-Market Survey 2011 R2, survey of 204,161 U.S. adults, The Bakersfield Californian Market Research Department.
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