Posts Tagged ‘Interbike Marketweek’

Interbike 2018: The Biggest Little Show

September 14, 2018

Yes, it’s that time of year again.

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.

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