What’s going on in Bentonville this month?
Northwest Arkansas has become a bonafide hub for the outdoor recreation industry and especially so for the cycling segment of the industry. Life Time’s Big Sugar Gravel and the SHIFT‘22 Bicycle Leadership Conference are both taking place in the region this month, and Verde Brand Communications and our clients will be on the ground taking part in these needle-moving discussions and activations.
Here’s what Verde and our clients will be up to this month in Bentonville
Tiffany Smith, CEO of Camber Outdoors will be one of four industry experts speaking on the Diversity, Equity, and Inclusion panel during SHIFT’22 about major shifts that have taken place in the industry, what DEI means in today's marketplace, and how this conversation is inherent to all of our work. Camber Outdoors, a non-profit organization with the mission of supporting workplace inclusion, equity, and diversity for outdoor recreation focused organizations, named Smith as CEO in June 2022.
Molly Cameron of RIDE and Marley Blonsky of All Bodies on Bikes will also be involved in the SHIFT conference. Cameron will lead a workshop about the reality of transgender inclusion within the cycling ecosystem, while Blonsky will lead a workshop focused on the opportunities for improving outreach to size-inclusive audiences. Our client Chamois Butt’r supports both of these leaders and their respective organizations. Blonsky will also host a shakeout ride with Chamois Butt’r ahead of Big Sugar Gravel.
David Billstrom, CEO of Kitsbow Cycling Apparel, will participate in SHIFT’s sustainability panel titled Made In America: Opportunities + Challenges. Kitsbow has manufactured premium cycling apparel in the United States since 2019 at its facility in Old Fort, North Carolina, and was purchased by its employees in January 2022 and organized as a public benefit corporation (PBC).
Over the weekend, Big Sugar Gravel will attract top cyclists from around the country for a 100-mile tour of Bentonville’s off-road gravel cycling terrain. The race is the final race in the Life Time Grand Prix presented by Mazda, a six race series which pits 60 of the top female and male pro riders against each other competing for a $250,000 prize purse. The series champions will be crowned in Bentonville.
During Big Sugar, Verde will host its innovative Launch Dispatch media house concept which the agency debuted at Unbound Gravel, Life Time’s most popular gravel event. The house serves as a jumping-off point for media who are covering the race, and Verde also uses the property to help brand partners conduct experiential product launches. Verde will host numerous Launch Dispatch media houses in 2023 and beyond.
Want to get in touch with any of the individuals or brands mentioned above? Contact us here.
Important dates & times
SHIFT’22 Bicycle Leadership Conference - Oct. 18-20, multiple venues
Chamois Butt’r Shakeout Ride - Oct. 21 at 9:30 a.m., Outerbike Demo Festival
Big Sugar Gravel Expo - Oct. 21 at 10:00 a.m., Bentonville City Square
Big Sugar Gravel Race - Oct. 22 at 7:30 a.m., Main Street