1. 2011 Season Review:
The BIGGEST Celebration of Beer, Bikes, and Big Wheels there is! The New Belgium
Brewing Urban Assault Ride hit the streets of 10 cities and close to 14,000 came out for
the experience. Setting the standard for fun, sustainable, and unique cycling events,
the UAR has defined a whole new type of cycling experience.
New Belgium Urban Assault Ride is a production of Adventure Fit Inc
www.urbanassaultride.com

2. BIG Growth in UAR Series Attendance…
16000
14000
12000
10000
Participants
8000
After
Party
6000
Total
Attendance
4000
2000
0
2007
2008
2009
2010
2011
2011 Attendance total: 13,992 (participants + after party)
Participants in 2011 UAR cities:
Tucson, AZ 788
Madison, WI 648
Chicago, IL 732
Austin,TX 1208
Ft Collins, CO 970
Denver, CO 1500
St Louis, MO 866
Des Moines, IA 1206
Minneapolis, MN 810
Charlotte, NC 600
Average Growth per Market: 63.5%
New Belgium Urban Assault Ride is a production of Adventure Fit Inc
www.urbanassaultride.com

3. Who is the average UAR rider?
Male: 50.9%
Female 48.7%
Ages <21 1.0%
Ages21–29 29%
Ages30–39 37%
Ages40–49 22%
Ages 50+ 10%
Under $25k income 8.3%
$30k – 50k income 8%
$51k – 75k income 19.7%
$76k – 100k income 19.3%
$100k+ 31.8%
What Does the Urban Assault Ride do?
Promotes Life By Bike: We not only aim to create the best possible day on the bike, we also
work to promote a sustainable cycling-based lifestyle. We do this in multiple ways: requiring
riders to choose their own safe routes through the city, communicating specific and relevant
sponsor messages, and demonstrating sustainable action throughout the production.
Supports local communities: In each of the Urban Assault Ride markets, we work with multiple
non-profits in the cycling-advocacy and sustainability/recycling industry. In 2011, we donated
over $45,000 to 15 non-profits across the country!
New Belgium Urban Assault Ride is a production of Adventure Fit Inc
www.urbanassaultride.com

4. 2011 National Partnerships
2011 Local Partnerships
Tucson Fort Collins Des Moines
Risky Business Road 34 Back Country Outfitters
Sky Bar Holiday Twin Drive In Smokey Row Coffee
Sunflower Market REI Rasmussen Bike Shop
Summit Hut Brave New Wheel The Red Monk
Menards Market Avos Mullets
SCCA Pool El Bait Shop
Madison
Wiliamson Bicycle Works Denver Minneapolis
Barriques Market Stoney's Bar and Grill Nice Ride MN
Whole Foods Market The Gin Mill The Cardinal Tavern
Movin Shoes Wheat Ridge Cyclery Midwest Mountaineering
Fontana Sports The Village at Edgewater Sneaky Pete's
The Brass Ring Govnr's Park Peace Coffee
North Commons Waterpark / YMCA
Chicago St Louis Walker Art Museum
Kozy's Bikes Mesa Cycles
Whole Foods Bike Works Charlotte
Murphy's Bleachers The Bug Store The Kickstand
Café Ventana Brazwell's Premium Pub
Austin Pi Common Market
Ozone Bikes The Handlebar Smelly Cat Coffee
REI Bikesource
Rogue Running Company
Bicycle Sport Shop
Allen Boots
Jim Jim's Water Ice
Opal Divines
New Belgium Urban Assault Ride is a production of Adventure Fit Inc
www.urbanassaultride.com

5. Scenes from the UAR
New Belgium Urban Assault Ride is a production of Adventure Fit Inc
www.urbanassaultride.com

6. Sustainability Efforts:
• Working with local recycling and composting non-profits for collection and sorting
of our event waste. On average 94% of the UAR’s waste is diverted from
landfills
• We work exclusively with companies that promote a sustainable lifestyle and use
sustainable business practices
• Instead of plastic bags for our packets, we offer participants reusable
drawstring bags.
• No paper coupons are included in our packets
• Food and drink containers are all compostable or recyclable.
Advertising Strategy:
The Urban Assault Ride caters to a broad demographic and we advertise unlike any other cycling
event. Since our demographic are not normally bike racers, we promote to people interested in
music, food, and movies. Of course, we still have strong exposure anywhere a cyclist or runner
may look to find events.
• National Print Magazines – Cycling and fitness magazines with national distribution
• Entertainment Weekies – Print and online
• Active Print publications – Print and online
• Daily Newspapers – Print and online
• Social Media – monthly online contests, FaceBook.com/urbanassault
Twiter.com/beerandbikes
• eNewsletters – Our monthly newsletter hits over 20,000 readers
• Groupon/DailyDeals – We offered heavily discounted entries in most markets
• Street Team – our ambassadors poster, list the events in local forums, and speak to
groups
• Postering – we mail posters to over 100 bike shops, running stores, gyms, and bars in
each market
New Belgium Urban Assault Ride is a production of Adventure Fit Inc
www.urbanassaultride.com

7. Media Buy highlights:
National Paid Advertising Reach:
Menʼs Fitness 23,046,000
Draft Mag 714,000
Dirt Rag 100,000
Bicycle Times 72,000
Local Paid Advertising
Tucson 630,000
Madison 1,100,00
Chicago 2,800,000
Austin 936,000
Fort Collins 195,000
Denver 1,300,000
St Louis 1,800,000
Des Moines 600,000
Minneapolis 1,500,000
Charlotte 938,000
Total Paid Advertising Reach: over 33,600,000 impressions
New Belgium Urban Assault Ride is a production of Adventure Fit Inc
www.urbanassaultride.com

8. Editorial Coverage
Throughout the country, the UAR had a strong presence in print, broadcast and online media. In
addition, UAR grew its social media network. While impossible to monitor and notate all UAR
coverage garnered during the 2011, we tracked TV and radio coverage, major print publications, and
reputable online sites. Here is a synopsis of our finding and other media milestones.
Tucson Print
Daily Star
Tucson Weekly
Tailwinds
Online
Tucson Velo
Tucson.com
Tucson Move Magazine
Sustainable Tucson
Tucson Citizen
Yelp
Epic Rides newsletter
MetroMix
The New Southwest/Green Times
TV/Radio
KOLD-TV
KGUN-TV
KPLX Radio Interview
Madison Print
Isthmus
Wisconsin State Journal
Readership
Online
Outdoor Nation
Daily page
Beginner Triathlete
City of Madison
Competitor
Wisconsin Outdoor Fun
TV
WMTV
WKOW-TV
WISC-TV
WMSN-TV
New Belgium Urban Assault Ride is a production of Adventure Fit Inc
www.urbanassaultride.com

9. Chicago Print
TimeOut Chicago
Crescent Post
Online
Tribune
Time Out Chicago
Red Eye
Chicago Magazine
Chicago Reader
Chicago Now
Austin Print
Statesman
Austin News
Washington Post
Online
Texas Competitor
Austin Fit
Austin Mag
Statesman
Real Austin Texas
EcoVelo
Austin on Two Wheels
TV
YNN-TV
KXAN-TV
KEYE-TV
KVUE-TV
Fort Collins Print
Coloradoan
Reporter Herald
Warren Sentinel
Online
Coloradoan
Westword
TV
NOCO-5
New Belgium Urban Assault Ride is a production of Adventure Fit Inc
www.urbanassaultride.com

10. Denver Print
Online
Huffington Post
Westword
This Week in Denver
303 Cycling
MetroMix
Mountain Flyer
TV
KTVD-TV
Fox-TV
St Louis Print
Post Dispatch
RiverFront Times
Online
St. Louis Biking
St. Louis Now
Post Dispatch
Alton Telegraph
Hip Hops
STL Hops
About.com
TV
KTVI
Des Moines Print
Des Moines Register
Online
MetroMix
Bike Iowa
Des Moines is Not Boring
Des Moines City View
TV
KCCI
WHO-TV
New Belgium Urban Assault Ride is a production of Adventure Fit Inc
www.urbanassaultride.com

11. Minneapolis Print
Minneapolis Star Tribune
CityPages
Online
Minneapolis Southwest Journal
Lakeville patch
Minn. Post
Tribune
Vita.MN
MPR News
Minneapolis2Night
TV
KARE-TV
WCCO-TV
Estimated Views: 283,310
Charlotte Print
Charlotte Observer
Charleston City Paper
Online
Charleston Observer
Charleston City Paper
Craft Beer Collective
Weekly Rides
Commute By bike
TV
WCNC-TV
Press Coverage Highlights:
• UAR received TV coverage on the following TV networks:
• UAR was the topic of over 200 articles (print and online) in 2011
• The UAR Crew appeared on TV interviews 24 times in 2011
New Belgium Urban Assault Ride is a production of Adventure Fit Inc
www.urbanassaultride.com