WESTLAKE VILLAGE, Calif. (BRAIN — We traded palm trees, cityscape and Hollywood stars for the scenic and suburban Conejo Valley on Thursday, the third and final day of the L.A. Dealer Tour.
Bordered by the San Fernando Valley and Los Angeles proper to the east, the Simi Hills to the north, the Oxnard plain to the west and the Santa Monica Mountains to the south, communities in the Conejo Valley are peppered along the 101 freeway, which runs northwest toward Santa Barbara. The valley is split between L.A. and Ventura counties, but the communities are considered part of Greater Los Angeles.
But the valley couldn't be more different than the metro area about 30 miles to the east. L.A.'s densely populated, bustling urban environment criss-crossed by massive freeways eventually gives way to rolling hills and rocky peaks as you travel West into the suburban valley.
An economy fueled by high-tech industry makes the Conejo Valley one of the most affluent communities in the Greater Los Angeles area. With a population of just under 100,000, the valley is sparsely populated — at least by Southern California standards. And because it's surrounded by mountains and country roads, the valley is one of the most popular cycling destinations for Los Angelenos and local residents.
"We are in the heart of the riding," said Robbie Schaeffer, owner of the destination restaurant, bar and bike shop, Pedaler's Fork, in Calabasas. "We decided to open out here because the area needed great food but it also has amazing riding."
And with just a handful of bike shops serving the communities of Calabasas, Woodland Hills, Agoura Hills, Westlake Village, Thousand Oaks and Newbury Park, the valley's retail landscape is also very different from L.A.'s competitive market. Retailers are optimistic that cycling will only continue to grow in the Conejo Valley, with its quality trails, wide roads, ample bike lanes and more residents with plenty of disposable income becoming interested in riding bikes.
"There aren't really any big challenges or barriers specific to this area, not that are different from what the industry faces in general. We've got a community rich in cycling and more people are discovering it all the time," said Scott Johnson, owner of Serious Cycling in Agoura Hills.
"People visiting Santa Monica will come in here to rent one of our high-end road bikes and they ride up the canyons into the mountains. They come back saying, 'I had no idea L.A. was like this.'"
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Newbury Park Bicycle Shop installed this air station on the sales floor so bikes don't have to be wheeled back to the service department to be topped off. The hose extends all the way across the showroom. -
The Dealer Tour crew rolled through the scenic Conejo Valley from Westlake Village to Newbury Park on the the third and final day of the tour. -
Owner Kyle Paulson embraces Wheel World's heritage but is always looking for ways to move the business into the future, including recently adding a range of e-bikes to his product mix. -
The first stop was Mavic's Yellow House (Le Maison Jaune) in Newbury Park, where the French wheel, shoe and soft goods manufacturer stages its West Coast neutral race and event support. -
Newbury Park Bicycle Shop has occupied four locations in the same shopping center since it opened in 1966. Owners Ben Cox and Mike Cicchi moved the store a few doors down to its current space following an extensive renovation. -
The flagpole from the former post office Newbury Park Bicycle Shop moved into last spring is grandfathered into the building's lease, allowing the shop to fly its banner alongside the Stars and Stripes. -
PeopleforBikes hosted a reception at the cycling-inspired Pedaler's Fork in Calabasas. Retailers, suppliers, sponsors and friends gathered to check out the on-premises bike shop and share food and drink on the last day of the tour. -
The group took a breather at the top of the challenging Potrero climb. -
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Serious Cycling owners Scott and Jennifer Johnson are passionate about growing cycling in the Conejo Valley and have implemented various initiatives in their store to make it easier for people to get started on the bike. Its Smart Start Cycling starter kit includes everything riders need to roll, including riding safety lessons. -
Serious Cycling stocks high-end brands but welcomes everyone including the BRAIN Dealer Tour with open arms. -
In a recent remodel, Wheel World installed a station for setting up demo bikes on the showroom floor, making it quick and easy to get people ready for test rides. -
After a serious ride up and down the Conejo Valley we were delighted to partake in the tasty spread at Serious Cycling. -
With stores in Culver City and Woodland Hills, Wheel World has served the Greater Los Angeles cycling community since 1945 when it opened as a Schwinn dealer. -
With stores in Culver City and Woodland Hills, Wheel World has served the Greater Los Angeles cycling community since 1945 when it opened as a Schwinn dealer.
