Recognized as the most iconic, inclusive and family friendly cycling event in the country, and the unofficial kickoff to spring race season in North America each year, industry persona, teams, manufacturers, media and spectators flocked to the famed Laguna Seca Recreation Area and Mazda Raceway in breathtaking Monterey, California, last week April 16-19, for what organizers are calling the most successful Sea Otter to date.
More than 200 industry execs met before the event at the Bicycle Leadership Conference in Monterey, the Bicycle Product Suppliers Association (BPSA) annual conference now in its sixth year preceding Sea Otter.
According to organizers, co-founders Frank Yohannan and Lou Rudolph hosted the inaugural Laguna Seca Challenge on April 6-7, 1991. The event had 350 athletes and 150 spectators. In 1993, the Laguna Seca Challenge was renamed the Sea Otter Classic. By 2010, the Sea Otter Classic had become a four-day celebration of cycling welcoming more than 8,500 athletes and 50,000 fans. The event is now regarded as the bicycle world’s premiere festival and one of the world’s largest.
Female race and ride entries were up 25 percent in 2015; some 6,500 campers made temporary residence on-site; 450 manufacturers and vendors displayed in the sprawling expo area; and almost 350 journalists from four continents were all on hand to witness the silver anniversary of Sea Otter. The event is also known for its variety: almost no other event in the world is friendly to road racers, cross-country and downhill mountain bikers, BMX and time trialists, cyclocross competitors, and recreational riders alike all in the same weekend. Kids even get their own pump track, carnival and egg hunt. There are nearly 200 classes of road and mountain bike races for amateurs and fans flock to spectate the Pro/Elite competitions in both Endurance Mountain Bike and Gravity Mountain Bike.
One of the top draws for consumers is the expo and demos. Not only were brands closing out last season’s merch but samples, stickers and other giveaways abound. Most major bike brands are on hand with their full line of demos as well; and offer chances to meet and greet with team athletes. A 92- and 51-mile Gran Fondo around Carmel Valley and Monterey Bay Peninsula also gave roadies a chance to interact and stretch the legs.
“For 25 years Sea Otter has been a celebration of cycling, reflecting the enthusiasm, activities and momentum of the industry. Endemic cycling brands have embraced Sea Otter as a key opportunity to launch new products and interact with consumers,” said Frank Yohannan, president and CEO of the Sea Otter Classic. “Today's enthusiasts are participating in many activities both on and off the bike. Savvy marketers understand that the audience at Sea Otter is not just cyclists. It's an expanded audience that plays a key role in influencing mind share and purchase decisions for their families and friends. As a result we're seeing increased participation from not only the cycling community, but also outdoor lifestyle, electronics and other categories.”
Yohannan said Sea Otter represents the entire industry from suppliers and dealers to consumers and media. “We're extremely proud of our role in assisting brand leaders to share their corporate goals, increase product awareness, develop future strategies, and drive up sales,” Yohannan concluded.
Mark your calendars for the 26th anniversary of the Sea Otter Classic April 14-17, 2016.
