USA CYCLING
ABOUT
USA Cycling serves as the national governing body for competitive cycling in the United States. With a mission to foster the sport at every level, USA Cycling supports both budding enthusiasts and elite athletes. Its efforts span across various disciplines, including road, track, mountain biking, cyclocross, and BMX. Known for identifying and training athletes to represent the United States in international competitions, USA Cycling also invests heavily in grassroots programs that promote amateur bike racing and cultivate a thriving cycling culture.
Headquartered in Colorado Springs, Colorado, at the heart of the U.S. Olympic movement, USA Cycling operates in close proximity to organizations like the United States Olympic Committee and the US Anti-Doping Agency. Founded in 1920, the organization has undergone significant evolution over the decades, becoming USA Cycling, Inc. in 1995. Today, it represents over 60,000 members, including racers, enthusiasts, coaches, officials, mechanics, and event organizers. Operating as a 501(c)(3) nonprofit, USA Cycling funds its initiatives through member revenue, sponsorships, donations, and support from the USA Cycling Foundation, striving to make cycling safe, accessible, and enjoyable for all.
opportunities
As USA Cycling prepared for the inaugural Gravel National Championships in La Crescent, Minnesota, they faced a unique set of challenges. They aimed to produce a dynamic promotional video that would serve two key purposes:
Highlight the Competitive Spirit: The video needed to capture the raw energy and excitement of gravel racing, a discipline known for its unpredictable terrain, high-speed action, and grueling physical demands. Showcasing these elements was essential to attract racers and build momentum for the event.
Showcase Local Culture and Tourism: The Gravel Nationals provided an opportunity to spotlight La Crescent’s scenic beauty and rich culture. The event coincided with the town’s annual Applefest, a beloved celebration featuring a parade, live music, a 5K race, arts and crafts, and unique traditions like the ceremonial red keg.
The challenge lay in seamlessly integrating these two narratives—gravel racing’s intensity and La Crescent’s charm—into a cohesive, visually compelling story. Additionally, USA Cycling needed the video to serve as both an event promotion tool and a broader tourism campaign for the region, appealing to a wide audience of cycling enthusiasts and potential visitors.
SERVICES PROVIDED
To meet USA Cycling’s objectives, Elevate Media Group delivered a comprehensive suite of creative and production services tailored to the project’s unique requirements. These included:
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Utilizing state-of-the-art drone technology, the team captured breathtaking aerial footage of La Crescent’s winding gravel roads, rolling hills, and the majestic Mississippi River at sunrise and sunset. Ground-level shots complemented the drone footage, providing close-up action sequences of cyclists navigating the terrain.
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Elevate documented the vibrancy of Applefest with a combination of on-ground videography and drone footage. The team captured key festival moments, including the parade, live music performances, food vendors, a kickball tournament, and the ceremonial tapping of the red keg—a symbol of community celebration and good times.
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In post-production, Elevate infused the video with high-energy editing techniques, including rapid cuts, snappy transitions, and dynamic graphics. The pacing and visual style mirrored the intensity of gravel racing, while maintaining a sense of narrative balance.
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Recognizing the importance of promoting La Crescent as a destination, Elevate carefully integrated shots of the area’s natural beauty and cultural highlights. The tourism elements were crafted to appeal to visitors beyond the cycling community, ensuring broad appeal.
PROJECT
PROMOTIONAL VIDEOS
Elevate Media Group’s approach to the project combined meticulous planning, creative storytelling, and technical precision. Here’s how the production unfolded:
Pre-Production Planning: The team worked closely with USA Cycling to understand their vision and goals. This involved identifying key visual elements to emphasize, such as the challenging gravel course and the festive atmosphere of Applefest. A detailed storyboard and shot list were developed to guide the filming process.
On-Site Filming: Elevate’s crew traveled to southeastern Minnesota for an immersive shoot. They filmed during the early morning and late evening to capture the region’s stunning natural light, highlighting the dramatic interplay of sunlight on gravel roads and the Mississippi River. Applefest coverage included candid moments of families enjoying local food, participants in the 5K race, and parade floats decorated in true small-town spirit.
Post-Production Collaboration: Editing was a dynamic and iterative process, with frequent feedback from USA Cycling to ensure alignment with their vision. The final edits incorporated high-energy music, bold graphics, and a carefully crafted narrative arc that transitioned smoothly from racing action to festival celebration.
The project resulted in two distinct video cuts:
A 60-second promotional video that featured both the gravel track and the cultural highlights of Applefest, complete with event details and registration information.
A 30-second ad focused exclusively on the intensity and excitement of gravel racing, designed to energize cycling enthusiasts and build event anticipation.
Results
The collaboration between USA Cycling and Elevate Media Group yielded a highly successful promotional campaign that exceeded expectations on multiple fronts:
Enhanced Event Visibility: The videos garnered widespread attention within the cycling community, generating excitement for the Gravel National Championships and boosting participant registration.
Tourism Promotion: By highlighting La Crescent’s scenic landscapes and Applefest festivities, the project positioned the town as an attractive destination for both cyclists and leisure travelers. Local businesses and community leaders praised the video for its role in showcasing the area’s unique charm.
Brand Alignment: The high production quality and dynamic storytelling reflected USA Cycling’s commitment to excellence, reinforcing its reputation as a leader in the sport.
The videos became valuable assets for USA Cycling’s broader marketing efforts, extending their reach beyond the event itself and into the realm of community and cultural promotion.
VIDEO
DIGITAL MARKETING
WEB DESIGN
GRAPHIC DESIGN
DRONE
SOCIAL MEDIA
PHOTOGRAPHY
VIDEO DIGITAL MARKETING WEB DESIGN GRAPHIC DESIGN DRONE SOCIAL MEDIA PHOTOGRAPHY
Elevate offers a comprehensive range of services to meet all your creative and marketing needs. From professional video production and stunning graphic design to cutting-edge web development and effective digital marketing strategies, we have the expertise to bring your vision to life. Additionally, our drone services provide unique aerial perspectives that can elevate any project. Whatever your needs, Elevate is here to help you achieve your goals.
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