Tour de Fat, New Belgium Brewing Co.’s “Ballyhoo of Bikes and Beer” that has raised money for scores of cycling non-profits during the last four years, hit a bump in the road July 19 in Santa Cruz, Calif. After city officials first approved the event, Police Chief Steve Belcher rejected alcohol sales, citing the dangers of drinking and cycling.
The event went on as scheduled, still raising money for local clubs, then headed off for Berkeley, where beer returns to the Tour on July 26.
“(We) were able to still bring our slice of bike culture fun to the residents of Santa Cruz,” said David Kemp, tour coordinator for the Fort Collins, Colo, brewery. “In doing so, I think it proved that New Belgium is more like a way of life rather than solely the maker of fine beers. We’ve found that we make a another product apart from beer that is intangible and can only be experienced by attending one or any of our events. This product is what we call, ‘freewheelin fun.'”
Proceeds from the beer sales were to have benefited the Santa Cruz Hub for Sustainable Transportation and Mountain Bikers of Santa Cruz, both nonprofits. “This was a plan for responsible drinking in a contained area,” said Rick Graves, coordinator of the Santa Cruz Hub. “It