HANCOCK, MA (BRAIN)—Pedro’s might have taken its name off the event, but that doesn’t mean the show won’t go on.
“We have a new title sponsor in Kenda,” said Joan Hanscom, executive director of the festival. “Kenda’s really excited to be a part of it.” The event will now be known as the Kenda Bike Festival, presented by Dirt Rag magazine, running from July 25 – 27 at the Apple Tree Hill Organic Farm in Hancock, MA.
Pedro’s told festival organizers at Interbike that it would no longer be the event’s title sponsor, according to Jason Elhardt, marketing and communications manager at Pedro’s.
“We have realized that our bread and butter are the shop guys,” said Elhardt, on why Pedro’s decided to pull out. “We were working with the organizers at Pedro's Fest to make it the 'year of the shop guy,’ but the execution was not what we hoped for. In the end, the festival hasn't really grown since the first couple of years, so to a certain extent it has turned into a family reunion of sorts. It's been a lot of fun but we need to bring our message to fresh ears.
“From our perspective, Pedro’s Fest won’t exist anymore,” he added.
But in the eyes of festival organizers it surely will.
“The festival has a long tradition of bringing the riders, the industry and the media together for one of the most truly unique events on the annual cycling calendar,” Hanscomb said. “We are thrilled to announce our new partnerships with Kenda and with Dirt Rag. They ensure that the festival will continue to bring all of the cycling communities together for this one great weekend in the Berkshires for many years to come.”
The feeling is likewise for Kenda.
“Kenda plans to really step up its presence by bringing new partnerships, activities and athletes to the event, while keeping the great grassroots feeling that has always made this event so special throughout its history,” said Jim Wannamaker, marketing director for Kenda. “We see great value in the property and are looking forward to playing an active role in its growth.”
For more on this story, check out the November issue of Bicycle Retailer & Industry News. –Jason Norman