Applications to be accepted March 10 – April 8, 2022
Irvine, CA: The National Bicycle Dealers Association (NBDA) and HLC have announced a partnership on the formation of an exclusive program that supports and enhances Specialty Bicycle Retailers’ thoughtfully organized, inclusive events. The Buy Where You Ride Retailer Event Fund was created to direct resources to aid in the planning and execution of retailer events across North America. The program was designed to highlight the positive benefits that a retailer can expect from strong relationships with associations, distributors, and brands – which ultimately will have a direct positive impact on a retailer’s business and community.
“We have been asking retailers over the past 24 months to focus on rider engagement, continuing to foster the cyclist’s journey in their retail location and local community. In consideration of ways that we could most positively assist a retailer with community engagement and the promotion of shopping local, this program was born,” commented NBDA President Heather Mason. “We want to bring our resources and energy to fully support a retailer and their local community. We are looking forward to the uniqueness of the events to be funded as we continue to explore the diversity of retailers, cyclists, and communities.”
Retailers interested in receiving event assistance must apply for the fund via an application found on the NBDA website. To be considered for funding, events must take place between May and September 2022. Retailers will be asked to provide specific details on their intended event, and provide information on how being selected as one of the events to be funded this year would enhance their event. NBDA, HLC, and brand partners will review all applications and determine recipients based on the proposed event. Factors for consideration could include uniqueness of event, appeal to diversity of cyclists, level of community engagement, support of local cycling infrastructure, and potential overall impact. The application period is March 10- April 8th, winners will be announced April 15, 2022.
“There are so many new cyclists and having a community for them to have a great riding experience is so important. It all starts with the local shop and that’s really what this is all about. We are so excited at HLC to be a part of this initiative to support local dealers and their community events. Collectively we can have a positive impact one event at a time,” stated HLC CEO Patrick McGinnis.
HLC and NBDA have pledged to continue to grow the program in years forward. In 2022, the Buy Where you Ride Retailer Event Fund will be able to fund 5 unique retailers’ events. Recipients will receive personalized event consulting and support from NBDA, HLC, and brand partners, a sum of $1,000 to use on anything event related, BWYR retailer-specific digital promotional materials, BWYR event décor, introduction to HLC to facilitate brand(s) representative at the event, and pre- and post-event press coverage and event highlights showcased within NBDA, HLC, and brand partners’ website and/or social media. HLC brand partner SRAM has also pledged support of the program.
“We encourage retailers to be creative. The event could take place at your retail location, a local trail network, or other location of your choosing. Events could include group rides, clinics, races, in-store social gatherings, picnics, ice cream rides, or safety checks, just be sure it is shop driven and your unique vision,” commented Rachelle Schouten, NBDA Development Director.
The Buy Where You Ride Retailer Event Fund is one of many programs spearheaded by the NBDA in the pursuit of strengthening the specialty bicycle retailer and leading bicycle retail to excellence. The 2022 program is made possible by generous support from sponsors, HLC and SRAM.
For more information on the program please contact the NBDA here.
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The National Bicycle Dealers Association (NBDA) has been here since 1946, a nonprofit organization representing and empowering specialty bicycle dealers in the United States through education, communications, research, advocacy, member discount programs, and promotional opportunities. Learn more about the benefits of being a member and join now.
HLC, a leading distributor of bicycles, parts and accessories in North America. With headquarters in Levis, Quebec and Lexington, South Carolina the company has the largest IBD reach on the continent – servicing more than 5,500 retailers with 70 sales representatives and 4 regional distribution centers.
