The North Star Bicycle Festival (formerly the Nature Valley Bicycle Festival) is a national tourist destination that celebrates cycling in cities around Minnesota and Western Wisconsin. Its marquee event, the North Star Grand Prix (formerly the Nature Valley Grand Prix), is one of the top four professional stage races in the country and attracts racers from all over the World. Other activities include velodrome racing, stunt rider demonstrations, lifestyle expos, live music, family fun and great food.
For 17 years, the Bicycle Festival has grown into an international event and the investment from the Nature Valley brand of General Mills has matched that growth. Although we delivered excellent value, Nature Valley is changing their target from recreational athletes to nature lovers, making drastic cuts in their competitive event sponsorships in golf, downhill skiing, beach volleyball and cycling. As a result, all of our Nature Valley properties (and much more) became available in 2014.
Bicycle racing is a intercollegiate sport. At the Collegiate Road National Championships, women from colleges and universities around the country earn free trips to race at the North Star Grand Prix. These are Cinderella stories, with nearly half of the alumna of this program going on to professional racing careers.
Saturday, June 11, 2016: The Festival is partnering with Life Time Fitness by kicking off the 2016 events with their
challenging Hillfest recreational ride out of Prescott, Wisconsin.
June 15 - 19, 2016: The North Star Grand Prix, the top race on the National Racing Calendar, will include five events that showcase professional bicycle racing to crowds totaling over 50,000 passionate fans:
Wednesday - Downtown Saint Paul Criterium
Thursday - Cannon Falls Road Race
Friday - Minneapolis Uptown Criterium
Saturday - North Mankato Road Race
Sunday - Stillwater Criterium
Cycling is an enormously popular sport, with over 80 million people self-identifying as cyclists in the United States. Bicycling has broad appeal to both genders, with 52% male and 48% female. Participants are affluent, with median incomes of $85,000, and are overwhelmingly well educated.
The Festival generates over 100 million media impressions annually in regional, national and international outlets. Our communications strategies included an aggressive mix of television, radio, display ads, distribution of collateral and promotional events. We also employ extensive media relations and digital campaigns. Annual highlights include multiple segments on every Twin Cities TV station, multiple feature articles in the Star Tribune and Pioneer Press (including front page photos above the fold), feature articles in papers like the Washington Post and Cleveland Plain Dealer and an hour long national TV program. Festival sponsors are featured throughout these campaigns.
The Festival supports Special Olympics Minnesota
. Special Olympics is a global movement of people creating a new world of inclusion and community, a world in which every single person is accepted and welcomed regardless of ability or disability.
Promoting the unique business goals of each of our sponsors is the top priority of the North Star Bicycle Festival. We created custom sponsorships for each client that activate against those goals while differentiating them from our other sponsors, maximizing their return on investment.