INDIANAPOLIS, IN (BRAIN)—Blue Moon beer will be flowing at the Shimano North American Handmade Bicycle Show this year, but several other sponsors have come to the show too, which in its sixth annual edition is enjoying the most successful year to date.
All 177 booth spaces have been sold to 131 exhibitors, and international exhibitors are up by 73 percent. The travelling show is held this year at the Greater Richmond (Virginia) Convention Center, February 26-28.
Show founder and director, Don Walker, said, "I keep hearing from around the country that there's a lot of buzz about NAHBS this year. We've certainly had more interest from sponsors than before, and a lot of things are coming together for us in other ways too. I am personally delighted that we have a beer sponsor, especially a handmade beer. The Blue Moon Happy Hour is a very good fit for this show. It is very satisfying that major brands are recognizing the value in the NAHBS brand and choosing to partner with us. I feel that we have come a very long way since our first show in Houston, Texas. And I am glad that the builders exhibiting at the show will directly benefit from this sponsorship, because its their commitment to the show that has made us what we are today."
The Blue Moon Happy Hour, a one-year sponsorship deal was arranged by Bicycling Magazine, which is also a media partner of the show, includes pouring of complimentary beer samples in the show hall between 3 p.m. and 5 p.m. each day of the show. This will be near the awards stage, and strictly limited to people over the age of 21.
Amy Breeze, brand manager of the Blue Moon Brewing Company, said, "Handmade bike enthusiasts understand that there’s an art to crafting the perfect bike, planning the most scenic bike route and inviting the most compatible companion for their ride. Blue Moon views brewing beer as an art form as well—the perfect blend of ingredients with our own unique twist. We proudly hold up a Blue Moon Belgian White and toast all attendees of the North American Handmade Bicycle Show.”
CyclingNews.com and BikeRadar.com come aboard in 2010 as major media partners, running an intensive pre-show advertising series in the month prior to the show. Associate publisher, Steve Medcroft, said, "NAHBS is some of the most popular content we run each year. Our readers are always really excited to see the bikes and read the articles, so it makes a lot of sense to be in as a media partner and help the show grow." Other media partners are: Momentum Magazine, UrbanVelo.org, Mountain Flyer and Dirt Rag/Bicycle Times.