LAGUNA HILLS, CA (BRAIN)—BRAIN editors could roll into your shop later this year as the magazine expands on its successful Dealer Tour with stops in Minneapolis and Boston.
Bicycle Retailer & Industry News staff and returning sponsors Giant Bicycles and Pedro’s will get back on bikes to visit a dozen retailers in each location. The staff will talk with retailers about the state of retail, issues they face, and how they are managing in today’s challenging economic climate.
BRAIN will tour Minneapolis dealers June 2-4. The strategically timed event is deep enough into the summer for Midwest retailers to provide reliable feedback on how this uncertain season is progressing.
The magazine’s Boston tour will piggyback on Interbike Outdoor Demo East, Oct. 12-14. East Coast retailers will be able to share how the season wrapped up and offer predictions for next year.
The concept builds on the weeklong Orange County Dealer Tour last fall, during which BRAIN staff toured 18 retailers in the bellwether retail market.
“The inaugural Dealer Tour was every bit as enlightening and informative as we had hoped it would be. The retailers we visited opened their doors, shared their stories and offered their uncensored opinions. From those conversations we were able to create truly unique content for our readers,” said Megan Tompkins, the magazine’s editor.
“We plan to provide an in-depth look at the retail players and the business climate in two other key retail markets this year with expanded online and print coverage.”
Editors will produce daily web coverage and enhanced multimedia coverage including video clips on the BRAIN Blog. In addition, the magazine will publish a special section in a subsequent print edition—filled with photos and dealer profiles—that will delve deeper into the current issues facing retail.
Giant will return as the tour’s presenting sponsor, providing bikes and support. Also sponsoring both rides is Pedro’s. Executives from sponsor companies will join the ride to learn what’s top-of-mind among retailers.
“Giant is thrilled to be back for a second year as a sponsor of the BRAIN Dealer Tour,” said Brad Klipping, marketing manager for Giant. “We’ve always sought out our dealer’s thoughts and opinions, so actually getting a chance to ride up to retailer’s shops and see firsthand how their business is doing is extremely important. Taking part in the BRAIN tour lets us hear from Giant retailers as well as shops that don’t carry the brand. I really can’t overstate how strongly everyone at Giant feels about the importance of this event.”
“At Pedro's we're returning to BRAIN’s Dealer Tour for a couple of important reasons, but primarily for the unique and obvious connection we feel when we blend our passion for riding with our responsibility of listening to bicycle retailers,” said Chris Zigmont, chief executive officer of Pedro’s. “It is enlightening and encouraging. Good fun too."
Look for more details on the route and the dealers selected over the next few months. For information about additional sponsorship opportunities, contact Robert Roman at rroman@bicycleretailer.com or (949) 206-1677 ext. 208.
