1. Pomona arts colony criterium
Vision & introduction
1/26/2011
Presented by
Esteban Chavez & John Martinez
Contact:
Esteban Chavez
(310) 750-8620
esteban@ridersone.com

2. tHe Vision
The vision is to bring a Criterium style bike race event and expo into the beautiful
and historic Pomona Arts Colony. Our goal is to attract an affluent audience of
competitors and a large spectator base into the Pomona Arts Colony and leverage
all the unique and fun offerings that the business district has to offer in order to
create a fun, competitive, exciting bike race and community event that promotes an
underlying theme of sustainability.
What: Criterium Bike Race & Festival/Expo
Where: Pomona Arts Colony
When: Potential dates: Sat. July 23 (prefered date) or Sun July 24
Who: Promoted by Riders One: A pending 501c3 Cycling Club that rides to
promote sustainable and healthy living.
Why: Create a unique, fun, competitive, exciting bike race and community event
in the Pomona Arts Colony that encourages commerce and builds
community.
p.2 Photos by Danny Munson - www.dmunsonphoto.com

3. criterium 101
A criterium is a bicycle race held on a short circuit 0.6 to 1.4 miles in diameter. Each
event is timed - so that each race will last a set amount of time followed by 3-5 laps
until the finish. Racing goes on throughout the day. Competitors are grouped into
category levels that match their experience and skill level. Criterium racing is one of
the most exciting and spectator friendly forms of bicycle racing - known for technical
bike handling, fast speeds, understandable tactics and exciting finales.
WHy a Bicycle race?
• Promotion of travel and tourism, locally/regionally/nationally.
• Promotion of physical fitness, health and wellness.
• Economic development, marketing and public relations.
• Experience the sites and scenes of The Pomona Arts Colony.
• Opportunity to tie in charity support related to sustainability.
• Opportunity to tie in support for neighborhood events.
• Provide a free professional sporting events to residents.
• Enhance quality of life by experiencing a national/international event.
• Media exposure
• Ability to retain a unique event that is defined by the character of The Pomona
Arts Colony
• 3,000+ spectator potential
• 1,500+ competitors potential
• Opportunity to introduce the Pomona Arts Colony to a new affluent audience.
p.3 Photos by Danny Munson - www.dmunsonphoto.com

4. tHe demoGraPHics
• The number of licensed racers in the US: 72,000
• Estimated number of people cycling: 10 MILLION
• Median Age: 37 YEARS OLD
• Median Household Income: $75,000+
• College Graduates: 81%
• Post Graduate: 27%
• Male/Female: 89%/11%
• 87% are between ages of 18-49
• 63% have professional careers
tHe cHaracteristics
• There are more cyclists in the US than skiers, golfers
and tennis players combined
• Cycling is the #1 fitness and health activity among doctors
and lawyers over the age of 40
• As is the case with most professional sports, most
professional bicycle racers are male.
• Unlike most sports, cycling has a very large female
recreational and spectator base-55% male and 45% female.
• Recreational cyclists have high brand loyalty and are
concerned with value and quality.
p.4 Photos by Danny Munson - www.dmunsonphoto.com

5. FestiVal / eXPo Vision
• Local, Green & Sustainable
• Allow local business to sell and promote their products and services
• Promote Riders One’s mission of educating and building community around the
central theme of healthy and sustainable living and cycling and by offering local
and national green & sustainable businesses the opportunity to promote, sell and
share their story with an engaged audience
• Art Bike Contests
• Live Music
• Kids Races
• Street Sprints
• BMX Jams
• Food, Fun & Community!
p.5 Photos by Danny Munson - www.dmunsonphoto.com

6. WHo are tHe Promoters?
esteBan cHaVez JoHnny martinez
Esteban is a passionate cyclist and the founder of Riders One. Riders Johnny is a business consulting board member for Riders One and a
One started as a personal sustainability passion project for him recreational cyclist. Johnny is the managing consultant and founder
and has grown into a burgeoning community of cyclists across the of the Bacon Hill Companies, a full-service consultancy specializing
nation. He is also the principal of Headhigh Creative, a design and in all aspects of business strategy and organization design. Founded
branding consultancy that specializes in delivering strategic creative in 2003, Bacon Hill has worked extensively with private companies,
solutions for both web and print. He is a seasoned and dynamic including service, entertainment, technology and non-profit businesses.
creative professional with 20+ years of experience energizing brand Prior to 2003, Johnny was a senior consultant at a global management
recognition and increasing revenues by crafting and leading online and consulting firm specializing in business strategy and executive
offline marketing, design and event productions for a broad variety of compensation. He was also a financial analyst at two major motion
industries including .com, publishing, fashion and entertainment. He picture studios. Johnny holds a BS, Finance from the University
has worked on projects for notable clients such as Skechers, Anchor of Southern California (1994) and an MBA, Business Strategy and
Blue, Sony, Warner Bros, GigaOM, Midway Games & EA Sports. Organizational Development from the University of Notre Dame (1996).
Esteban holds a BA in Graphic Communications from the Cal Poly Johnny is a passionate pet lover and has rescued several dogs from
State University, San Luis Obispo CA. He grew up in Upland, attended southern California shelters and is active in non-profit businesses
Damien High School and his family has deep roots in the Pomona dedicated to the rescue and rehabilitation of dogs and horses. Johnny
Valley area. grew up in Upland and attended Damien High School.
Qualifications: riders one
Esteban has helped put on sucesful events such as: Riders One is a cycling club that is focused on educating and building
Skechers Sales Conferences - 3000+ attendees, $300,000+ budget, community around the central theme of healthy and sustainable living
live fashion shows, multi media production, multi - day events and cycling. Our club consists of cyclists that ride for fitness and/
Seaside Ice - Outdoor Ice Rink by the beach in Redondo Beach or competition and is supported by sponsors and partners that are
CA, responsible for brand and web presence as well as formation of making an effort to improve this planet through sustainable practices.
sponsorship package We educate and build community by hosting events that allow us to
Concert Promotion - Has brought acts such as George Clinton, 311 & raise awareness about sustainability and raising funds and acting as a
No Doubt into venues around the Central Coast in the 90’s. benefactor to non profits that are focused on providing solutions in the
Skechers Tradeshows - Multi brand, 2 million dollar booth budget, sustainable space. Riders One is a pending 501c3.
responsible for design and logistics
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7. contact inFo
• Esteban Chavez
Founder, Riders One
(310) 750-8620
esteban@ridersone.com
www.ridersone.com
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pantone 2995 coated - birght blue Photos by Danny Munson - www.dmunsonphoto.com
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