February 9th, 2009 by 
thien
LOS ANGELES, CA – Details about the fourth-annual Lifestyle Festival taking place adjacent to the finish line each of the nine days of the 2009 Amgen Tour of California were announced by race organizers AEG. The Lifestyle Festival is an interactive, nine-day, free-to-the-public “festival” that will travel once again with the internationally sanctioned professional cycling stage race.
The popular Lifestyle Festival gives cycling enthusiasts a place to experience the spectacle of race day in the hours leading up to the exhilarating stage finish. Located near the finish line of each daily stage, the festival will feature race-day activities such as health screenings, cancer awareness education, live music, food, entertainment, sweepstakes drawings, bicycle safety, family activities, and interactive displays and presentations featuring more than 38 participating vendors.
“The Lifestyle Festival is a very important piece of the Amgen Tour of California,” said Andrew Messick, president of AEG Sports, presenter of the race. “It provides the perfect opportunity for many of our partners and many more dedicated companies to share the message of health and well-being with the race communities and fans, as well as gives race goers a place to meet and experience the free entertainment the festival has to offer.”
The festival also will give the public an opportunity to explore professional cycling while awaiting the peloton. A big-screen TV featuring live coverage of the race along with commentaries by race experts and interviews with local dignitaries and racing insiders will help keep spectators apprised of the exciting race action. Fans also will be able to watch the explosive sprint to the finish and the awards ceremony where jerseys will be presented to the day’s top riders and overall race leader.
The Lifestyle Festival will offer a unique experience each day, showcasing the local flavor of each of the nine finish cities. Visitors will be able to:
- Get physical with health and fitness tests at the Health & Fitness Expo
- Be a part of Amgen’s Breakaway from Cancer™ initiative, raising awareness of the important program and services offered by the National Coalition for Cancer Survivorship, Patient Advocate Foundation, Prevent Cancer Foundation and The Wellness Community
- Collect freebies from Amgen Tour of California sponsors and participating companies
- Learn bicycle safety, check your bike at the bike valet and enjoy great bargains on gear, gadgets and more in the Cycling Center
- Pick up cool race merchandise and a commemorative program in the Amgen Tour of California Race Central Pavilion
- Stay connected with fellow fans and the day’s race with live coverage on the big-screen TV near the finish line
Additionally, Herbalife, the official nutrition company for the Amgen Tour of California, will be hosting the Herbalife Health & Wellness Zone, where visitors can get a free sample of a protein shake or “Liftoff,” an one-of-a-kind, effervescent energy drink, as well as get free BMI readings and learn how to maximize their nutrition.
The California Travel & Tourism Commission (CTTC) also has big plans for the Lifestyle Festival at each stage of the race, including a branded Airstream trailer covered in images of California. The goal of the trailer, which will be staffed by destination marketing representatives in each region, is to recreate an iconic California camping experience.
Other Lifestyle Festival participants include SU2C, Prevent Cancer, Patient Advocate Foundation and AMP Energy, which will feature the AMP Energy zone in Sacramento, Santa Cruz, Pasadena and Escondido, where people can try AMP Energy, an energizing drink featuring a blend of B Vitamins.
Schedule for the 2009 Lifestyle Festival:
- Saturday, Feb. 14, 11:30 a.m.-4:30 p.m.
Sacramento (Prologue Start/Finish) - Sunday, Feb. 15, 12-5 p.m.
Santa Rosa (Stage 1 Finish) - Monday, Feb. 16, 10:30 a.m.-2:30 p.m.
Santa Cruz (Stage 2 Finish) - Tuesday, Feb. 17, 1-5 p.m.
Modesto (Stage 3 Finish) - Wednesday, Feb. 18, 11:30-5 p.m.
Clovis (Stage 4 Finish) - Thursday, Feb. 19, 11:30 a.m.-4:30 p.m.
Paso Robles (Stage 5 Finish) - Friday, Feb. 20, 10:30-3:30 p.m.
Solvang (Stage 6 Individual Time Trial) - Saturday, Feb. 21, 11:30-4:30 p.m.
Pasadena (Stage 7 Finish) - Sunday, Feb. 22, 1-5 p.m.
Escondido (Stage 8 Finish)
