Case studies

Project Management: 2014 Friend’s Life Women’s Tour Cycle Race – Community engagement activity and event evaluation report


The client:

Abbeycroft Leisure


The brief:

To support the development and delivery of community engagement activity linked to the Friend’s Life Women’s Tour Stage 5 finish in Bury St Edmunds in May 2014.


The work:

The engagement of local partners and Abbeycroft staff to plan and deliver community engagement activity linked to the Women’s Tour taking place in Bury St Edmunds.  In 2014 this involved leading on the development and delivery of:


A Women’s Tour themed treasure hunt engaging local retail businesses in Bury St Edmunds

A programme of activity delivered by Abbeycroft Leisure in the town centre on the day of the race including development of a discrete Event Management Plan for this activity

Coordination of contact information, risk assessments and associated documentation for business and partners located in the race promotional zone.

Support of the organisation and planning of the first Bury St Edmunds Women on Wheels Charity Cycle ride.

Completion of an event evaluation report


The outcome:

The successful delivery of community engagement activity and a post-event evaluation report, which informed local partner decision making to successfully bid to host the 2015 Aviva Women’s Tour Grand Depart in June 2015.  Bavester Associates was reappointed in February 2015 to develop and manage community engagement activity for the 2015 event.  This year’s programme resulted in:


13 of 16 primary schools in the area adopt a team to create good luck banners which were presented to riders on stage

Generated cycling inspired artwork from middle and uppers schools for event venues

Delivered cycling based activity ahead of the riders presentation event for local schools and the general public

Engaged over 40 young sport leaders as volunteers at the event

Delivered a pre-race ride out on the tour route involving 50 local female cyclists

Engaged with British Cycling to deliver schools focused Go Ride Racing on the event start line


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