WINTER PARK/FRASER — The Fraser Valley’s hundreds of miles of single-track trails have earned it the title of “Mountain Bike Capital USA,” and this summer, that brand will be getting an upgrade.
According to Catherine Ross, executive director at the Winter Park and Fraser Chamber of Commerce, the brand will get a new marketing effort, a refreshed logo and a new event to kick it off, the Rock and Ride Festival, slated for July 12-13.
“Just like we revitalized our brand of ‘Colorado’s Favorite Playground,’ this was tier two of revitalizing our brand as community,” Ross said. “It’s a way to get back out in front of that audience ... and drive business to our town.”
Details are still in the works, but this summer’s Rock and Ride Festival will feature a bike race, a bike tour and a concert. The chamber has released its new logo design and will be launching a new website. Ross said they’re also working with Headwaters Trail Alliance to create new maps of the area’s trails. She expects the new website to be ready sometime in May.
“We’re getting closer, we’re just waiting for all the pieces to come together,” she said.