Beer and bikes go together like, well, bikes and beer. With this front of mind, Hideaway Park Brewery has partnered with SEND Demo to run an Evil Bikes Demo Ride Experience from their taproom in downtown Winter Park, Colorado.
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Andy Brumenschenkel knows how beer and bikes go together as well as anybody. He's a core mountain biker, but also the owner and head brewer of Hideaway Park Brewery. His taproom is a rallying point for mountain bike rides and a centerpiece of Winter Park's local mountain bike community. Before COVID, his summer Tuesday night group ride drew upwards of 50 riders every week. The 'Tuesday Night Ride' served as the town's unofficial mainstay mountain bike event for locals and visitors alike. Simply put, Hideaway Park Brewery is the place for mountain bikers to find friendly faces looking to shred and swap stories after a ride.
"This year will be different," Brumenschenkel said. "We are following the rules and Colorado state laws with regards to COVID-19 to a T, so we cannot promote the ride or run it as we have in the past. We're still a community, though. We know that riding mountain bikes and having a beer after helps people get through tough times, so we're going to do our best to keep promoting that philosophy in the most socially responsible way we can."
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Brumenschenkel had a few demo bikes in 2019 and after that trial, he decided that he wanted to grow the idea for 2020. To expand the experience, he partnered with SEND Demo, which is owned by another valley local and longtime bike industry professional, Matt Pacocha. The duo was able to find industry support for their demo from Evil Bikes, Shimano, PRO Components, Lazer helmets, Schwalbe tires, CushCore tire inserts, Marzocchi and FOX Racing Shox. This support will make the sophomore season of Hideaway Park Brewery's bike demo into the bigger and better program that Brumenschenkel envisioned.
"Because of COVID, this is a by-appointment transaction right now," Pacocha said of the demo rides. "But there's an advantage in the one-on-one interaction. We're not trying to be a bike shop. We're trying to provide a new and welcoming way of connecting brands to riders. At the same time, we're giving mountain bikers a meaningful way of trying products without the pressure of the sales floor."
"We like to dream about bikes and gear over beer," Brumenschenkel said. "We sell the gear we demo, but our main goal is to educate and be a resource to riders. As with everything, there is overhead and subsequently a cost to the demo, but we're not trying to run a traditional bike shop or rental business. Moreover, we're trying to stoke out riders with partner discounts and a free beer after every ride. We see this as a great way to try new stuff on before having to plunk down a wad of hard-earned cash."
Riders interested in demoing an Evil mountain bike through Hideaway Park Brewery can choose the new Following V3 or Offering models. These two 29-inch wheeled Evil bikes were handpicked for Winter Park's 600-miles of singletrack trails. Hideaway Park Brewery and SEND Demo staff will ensure the correct fit, suspension setup, tire pressure, and, of course, talk shop about Evil's entire line, the custom-built demo bikes, and the partner brands involved. If a rider goes on to purchase an Evil through either the brewery's program or direct from Evil-bikes.com, they'll get their demo fee back as a discount on the new bike purchase.
"We're excited about the demo bike builds," Pacocha said "These two Evils are absolute hoots to ride-literally, you'll be hooting and hollering in the woods on them. They're also equipped with Shimano's full range of 12-speed components from Deore to XTR, which from a buyer's perspective can help the rider understand the performance and economic differences between them. The new Shimano Deore group is amazing, and it highlights what someone on a budget can do, while XTR is on the other end of the spectrum and still the absolute pinnacle of mountain bike componentry. Pair these parts with Schwalbe tires and CushCore tire inserts for grip, and air or coil suspension from FOX or Marzocchi and there is something here for everyone and almost every budget."
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Hideaway Park Brewery and SEND Demo's Evil Bikes Demo Experience is running seven days a week, by appointment only, now through November 1, 2020.
To schedule a demo ride, book online https://send-demo.square.site or email [email protected].