Additional Sponsorship Background
What is CicLAvia?
Inspired by Ciclovía, the original, weekly street closure event in Bogotá, Colombia, CicLAvia consists of the temporary opening of Los Angeles streets to pedestrians and bicyclists so that they may enjoy a safe and pleasant recreation space, without the fear of car traffic. CicLAvia is a recurring free program that features interconnected routes throughout the Southern California region, creating a web of temporary public space where Angelenos are encouraged to make active use of their streets.
On 10/10/10, CicLAvia took place for the first time in Los Angeles and was enjoyed by an astounding number of participants: an estimated 100,000. From 10 am to 3 pm, 7.5 miles of roadways were temporarily closed to car traffic and open for recreational purposes. From Boyle Heights to Downtown, MacArthur Park to East Hollywood, families, pedestrians, cyclists, joggers, skateboarders, and rollerbladers rediscovered the roadways and neighborhoods that too often go unnoticed in a car.
CicLAvia offered Angelenos a glimpse into the future of their city – an understanding of what life could be like without the constant traffic that plagues LA day in and day out. Those who took part were able to see their own city in a new and previously unimagined way. The Los Angeles Times reported the following day that “People… talked with a sense of surprise that the city felt smaller and more manageable [during CicLAvia]… they had expected the journey from East Hollywood to Boyle Heights would take far longer and be far more arduous than it was.”
CicLAvia has helped to ignite a much-needed sea change in Los Angeles. Beyond the many participants that had the unique opportunity to take part in the pilot event, millions became aware of the program’s importance through the impressive social and traditional media coverage and word of mouth the event garnered. Overnight, CicLAvia established a reputable brand that now lives in the zeitgeist of the second largest city in the country – no small feat, but something almost every brand strives to achieve.
To quote the Los Angeles Times Thanksgiving Day editorial, “More, please.”
On 10/10/10, CicLAvia drew 100,000 participants from a diverse cross-section of Los Angeles. Participants included those from the immediate neighborhoods, as well as westsiders, bike enthusiasts, suburbanites, and others compelled to experience their city in a new and exciting way.
In 2011, CicLAvia will draw an even larger audience to its three events in April, July and October – we anticipate 500,000 participants during this year alone. Work is already underway to expand the route south to USC, Exposition Park and South LA, as well as north into Chinatown and to the Los Angeles State Historic Park to accommodate the larger crowds and expanding popularity of the program.
Benefits to CicLAvia Sponsors
• Culturally and ethnically diverse Los Angeles audience (estimated 150,000 participants at each event and millions of overall followers)
• Cause marketing opportunity (public health, public transportation, pedestrian and bicycle advocacy, physical activity, accessibility to public space, community and economic development)
• Access to more than 8 miles of Los Angeles streets
• Live event integration
• Multiple opportunities for sponsorship placement
• Association with a hip, reputable brand
• Impressive media coverage
The CicLAvia Route
CicLAvia opens miles of Los Angeles’ streets to area residents, encouraging them to bike, walk, jog, and exercise in an exciting new public space. Rest stops along the route offer sponsor opportunities, hydration stations, bike repair, first aid care, CicLAvia merchandise sales, and the chance for unexpected entertainment.
The pilot route (10/10/10 and 4/10/11) stretches from Hollenbeck Park in Boyle Heights, through Little Tokyo, Downtown, Westlake and MacArthur Park, Koreatown, and into East Hollywood at the Bicycle District. There is no beginning or ending point of the route; participants enter at any point along the 7.5 miles. From 10 am to 3 pm, Angelenos enjoy the open streets, free of car traffic.
In 2011, CicLAvia will expand the pilot route to South LA (USC, Exposition Park and adjacent neighborhoods) and north to Chinatown and the Los Angeles River (providing access to the San Fernando Valley).
In 2011, the CicLAvia organization will present three CicLAvias: the second Sunday of April, July and October. The Board of Director’s vision for the expansion of CicLAvia goes beyond organizing a handful of events and entails creating a sustainable program fully integrated into the complex city bureaucracy and interwoven monthly into the fabric of the city itself.
In the long-term, our goal is to ensure CicLAvia as a recurring City program that will also expand beyond the city borders throughout the entire Los Angeles region. As this “web of temporary public space” grows, it will connect more communities and attract more residents, expanding recreational opportunities to an even larger population. While the current route is a mere 7.5 miles through the City of Los Angeles, CicLAvia will eventually spread and interconnect the region, from Long Beach to the San Fernando Valley, from Santa Monica via Culver City to East LA (see Future Route Map).
As the success of the pilot CicLAvia has spread throughout the Southland, other Los Angeles neighborhoods and adjacent cities have rallied for their own CicLAvia program. Discussions have already begun in earnest with Culver City, Santa Monica, Long Beach, West Hollywood, Glendale, Burbank, and Pasadena as to how we can soon grow the CicLAvia brand into these jurisdictions. Within the city, we envision CicLAvia reaching West Los Angeles, the San Fernando Valley, and Hollywood.
Ultimately, CicLAvia will become a regional event that capitalizes off the County’s existing bicycle infrastructure to inter-connect a region of ten million inhabitants. Bike paths, such as the Los Angeles River Trail, South Bay Route, and the Ballona Creek Bikeway will be used as feeder routes in tandem with Metro’s train lines to connect diverse parts of the County to the CicLAvia route.
CicLAvia works in close partnership with Mayor Antonio Villaraigosa and the City of Los Angeles. Without the vision of the Mayor and the support of his staff and the strong backing of the City Council, CicLAvia would not be possible. In addition, the pilot event was made a reality through generous public-private partnerships and sponsorships, such as those detailed in this packet. In addition to the 2010 sponsors of the 10/10/10 event, individuals and organizations lent their support early on, enticing others to jump on the bandwagon and join the movement.
For the 2010 pilot, CicLAvia received financial support from the following:
• The Metabolic Studio, Annenberg Foundation
• The California Endowment
• The Rosenthal Family Foundation
• Bikes Belong
• The Boeing Company
• Kaiser Permanente
• Northrop Grumman
• Southern California Gas Company
• USC Government & Community Engagement
The pilot CicLAvia event on 10/10/10 received impressive local and national media attention and massive viral internet support that continues still. A diversified marketing and outreach campaign included community meetings, social media, traditional earned media, and ad buys. The success of the effort was evident in the number of participants at the pilot event and the continued popularity of the idea as evidenced by the growing popularity of CicLAvia on the web. In 2011, CicLAvia will expand upon this foundation and launch an even more ambitious marketing and outreach effort.
• “In the heart of L.A., wide open space,” Los Angeles Times – October 7, 2010
• October 10, 2010:
o KABC 7
o 89.3 KPCC
o KTLA Channel 5
• “An estimated 100,000 turn out for L.A.’s inaugural CicLAvia event,” Los Angeles Times – October 11, 2010 – with front page image