The Mud Stud is a top-notch wrench, but his periodic forays into entrepreneurship have rarely dollared up on the hoof.
Neither Interbike nor Bicycle Retailer and Industry News is limited to serving as a delivery system for my bullshit. There are various jobs of work being done, products being shifted, and money being made.
Or so it is to be hoped, anyway.
Yes, it’s that time of year again.
But the show is not a cheap date. And as a consequence some penny-pinchers have been known to try to cut a few corners — say, by setting up outside the show and hoping to lure a few rubes away from the big tent and into their little tipis.
The Mud Stud tried that in 1999, when the show was still at the Sands Expo and Convention Center, with predictable results. At top, you’ll find the setup, a “Shop Talk” strip that appeared in the pre-show edition of BRAIN. Below are the subsequent Show Daily strips. Click the images for bigger versions.
And where was I when The Stud and Bobbi were trying to move their respective products? I was on site like a good dog, hawking copies of my first and only book, a collection of VeloNews cartoons titled “The Season Starts When?”
This morning, when I should have been risking life and limb motoring to Reno via U.S. 550 and U.S. 50, a.k.a. The Loneliest Road in America, I took a little spin down Memory Lane, which is much easier on the kidneys.
Yes, it’s that time of year again.
Back in 1997, the pre-Interbike issue of Bicycle Retailer and Industry News ran a whopping 150 pages, more than three times this year’s 46 (and the pages were bigger back then, too).
It was an embarrassment of riches, so much so that the editors awarded me some extra space to play with, probably because they had run out of actual news to plug the holes between the ads.
Thus, my “Shop Talk” cartoon, ordinarily a simple black-and-white strip at the bottom of the Editorial & Comment page at the back of the book, took over an entire page of the September 1997 issue, and in full color, too.
The resulting CMYK image file was so friggin’ huge that I had to break the sonofabitch into segments to squeeze it through our lo-fi Innertubes outside Weirdcliffe for deposit upon the BRAIN trust in Fanta Se (click the image to see the big picture).
Back then I was drawing cartoons for the Show Daily, too. But that’s another story.
Interbike Marketweek Reno-Tahoe Powered by Northstar California Resort doesn’t seem to be getting much traction in the mainstream media.
A cursory search of The New York Times finds a story from the 2008 show (“LeMond Critical of Armstrong”). The Washington Post mentions Interbike in a 2017 piece discussing Outdoor Retailer’s contentious exit from Utah. And The Los Angeles Times gives it a nod in a 2013 story on BikeSpike, a Chicago startup hoping to deter bike thieves.
Gosh, if only we could make the bicycle more expansive, expensive, and indispensible, we might draw a few more hungry eyeballs. (A Google search for “new iPhones” yields about 2,670,000,000 results.)
Alas, the humble bicycle — so far as I know, anyway — will not download porn for you from the palm of one hand, leaving the other free for, well, you know, whatever. You can ride one to an adult bookstore, but it will get stolen by some other jagoff, because BikeSpike seems to have gone tits up.
What’s that in the obligatory rear-view-mirror shot? The garage door. I ain’t goin’ nowhere.
But we were talking about Interbike Marketweek Reno-Tahoe Powered by Northstar California Resort here, not porn, adult bookstores, and well, you know, whatever.
The Northstar Free-Ride Festival kicks off tonight and runs through Sunday. OutDoor Demo will be Sunday and Monday, also at the Northstar Resort. The Interbike Expo will run Tuesday through Thursday at the Reno-Sparks Convention Center.
The local business community is all atwitter at hosting the show, with attendance rumored to be in the low five digits.
“It’s very similar in size to Safari Club International … and close to the qualifying events for the Northern California Volleyball Association,” said Phil DeLone, CEO of the Reno-Sparks Convention and Visitors Authority, in a chat with the Reno Gazette-Journal. “It’s certainly in the top three largest events that come to Reno.”
Elite company, to be sure, and proud we are of all of them. But among Those in the Know, the expectation is that Le Shew Bigge in the Year of Our Lord 2018 will be greatly diminished from the glory days.
“Gonna be a sleepy little show,” observed one observer.
As a consequence I will not be notching my 21st Interbike this year. Adventure Cyclist did a quick cost-benefits analysis and decided the office sofa infrastructure would yield just enough change to get staff from Missoula to Reno-Tahoe and back again, with nothing left over for bail. And Bicycle Retailer and Industry News quit underwriting my travels a dozen years ago because I kept writing columns about how the show had become a sad exercise in, well, you know, whatever. This had grown tiresome, even for me, and I was the one being paid to write it.
Since Interbike fled north from Las Vegas to Reno-Tahoe I have talked to some industry types who are going and not happy about it, and to some others who are not going and are delighted. Me? I’m mildly disappointed to miss a chance to catch up with the friends, colleagues and industry types I only get to see once a year.
But when I read a weather forecast like this one, I cheer up pretty quickly. Shucks, I have enough bikes in the garage to put on my own damn OutDoor Demo.
I’ll be skipping the show this year. Adventure Cyclist expects slim pickings in the touring category, and BRAIN hasn’t paid my freight in forever, a cost-benefit calculation that keeps coming up snake eyes for Your Humble Narrator. In lean times the last thing you want is an ill-mannered, off-the-leash cur snarling at the customers as you try to keep the bank from taking the bike shop.
Le Shewe Bigge has shifted north from Las Vegas to Reno for 2018, and I can’t be the only person who finds it amusing that Interbike went there to get itself a divorce from Sin City. Still, I’m curious to see how it works out.
There’s much chin music about an ongoing “Reno-ssance,” the local spin on “gentrification,” which itself is the scenic route to “get those poor people out of sight, they’re scaring the tourists and playing hell with property values.” See Bibleburg, Duke City, et al.
For instance, in The Biggest Little City in the World one may enjoy a nifty Riverwalk District that skirts the Truckee, where the John Laws have been running off homeless campers, unfortunates who may be traveling by bicycle because they have to, not because it looks like fun.
Novelist and musician Willy Vlautin has written about people like these who seem to be missing out on the “Reno-ssance,” and so has Our Town Reno, a production of the Reynolds Media Lab, part of the Reynolds School of Journalism at the University of Nevada-Reno. They taught me a new word: “artwashing.”
It’s been years since I last visited Reno, en route to and/or from visits to friends in Northern California. It always felt like a rest stop between Here and There, not a destination in its own right. I’d camp at the Motel 6 West, and dine at some hippie joint down off Sierra, or maybe Virginia, I don’t remember. Vegetarian fare, heavy on the garlic to ward off the vampires.
Come morning I’d grab a cup of joe and a tank of gas and get the hell out of Dodge. Which, as it turns out, seems to be mostly what all these tourist traps want from us. Howdy, partner! Got any money? Keep moving.
Before long the last place in the country without a riverwalk, legal weed and a bespoke artisanal microbrewery will be Ash Fork, Arizona. You will not see Interbike in Ash Fork anytime soon, no matter how bad the bike biz gets.
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