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Industry spared direct impact from Colorado fire

Published December 31, 2021

SUPERIOR, Colo. (BRAIN) — Industry supplier and retail locations were spared from direct impacts of a 6,000-acre suburban wildfire that destroyed hundreds of homes and businesses here on Thursday. However, many employees in the area were evacuated and some may have lost their homes.

There are no reports of fatalities or serious injuries so far as a result of the Marshall Fire, which is being called the most destructive in state history in terms of property damage. The fire fanned out through areas containing about 2,000 homes. Officials said at least 500 homes were destroyed.

Highways in the area remain closed and popular mountain biking trails were affected by the Marshall Fire. The area is home to many bike industry suppliers, sales and marketing reps and media.

Although all residents of Louisville were evacuated and many homes there destroyed, the Pearl Izumi headquarters in Louisville appears to have been spared fire damage, as was the nearby Wheels Manufacturing facility. Louisville Cyclery’s store was unaffected, but one employee of the longtime retail location has lost everything, an employee told BRAIN via a Facebook Messenger chat. Another employee is awaiting news on their home’s status. 

“We’ve switched to support mode and how we can help our community,” the employee said on Messenger.

Most areas of Louisville and Superior remain evacuated. As winds lessened and a snowstorm approached Friday the fire was largely under control and crews worked to extinguish small fires in some neighborhoods.

The fire started near Marshall Mesa, a popular mountain biking area at the south end of Boulder. High winds quickly spread flames south and eastward, closing Highway 36, an artery between Denver and Boulder. The damaged area includes the “Dirty Bismark” mountain bike loop, which roughly parallels the old Morgul-Bismark loop used in the Coors Classic stage race. 

The fire quickly reached the Superior Marketplace, a shopping center with a Costco and Target location, which was evacuated. The Costco and Target stores were reportedly heavily damaged or destroyed. The Marketplace once contained a bike shop, called Bike Tech Sam, but the business apparently closed several years ago. 

Broomfield, just south of Superior, was partially evacuated. Several bike shops there were spared direct damage, although they will likely be closed for several days due to the highway closures and utility outages.

Outside, BRAIN's parent company, is based in downtown Boulder, well away from the fire. Several Outside employees were evacuated from their homes Thursday.

If you want to help:

Colorado Gives is accepting donations to help fire victims