I've been to Markleeville on vacations and for a different bike race. They are in one of the poorest counties in California and the Death Ride (aka Tour of the California Alps - I think I read they changed the name after somebody did die) brings in the most money for their coffers. I guess they show their appreciation by airing the race for their visitors. Even during our visits they've been especially friendly to us when our bikes are on the top of the car.
"Bicycling is a big part of the future. It has to be. There's something wrong with a society that drives a car to workout in a gym." -- Bill Nye