Velorama, which debuted in Denver’s River North neighborhood last year, will return with a smaller footprint, new ticketing options and broader appeal in its cultural offerings, organizers said this week.
The bike race and music festival is centered around the four-day Colorado Classic, which splits its time between Vail and Denver. The festival itself takes place in the east parking lot outside Denver’s Coors Field, Aug. 17-19.
“We learned a lot last year and are really excited about the energy we’re going to be bringing to RiNo,” said Curtis Hubbard, spokesman for Velorama.
Velorama was criticized in 2017 for issues The Denver Post witnessed on its first night, including slow-moving lines, beer shortages, non-working WiFi and an overall confusing layout.
Hubbard said the problems were mostly relegated to night one and that Velorama organizers moved quickly to address them for the rest of the event, which drew about 30,000 people over three days.
Last year’s 1 million square-foot footprint was one of the largest, non-parade street closures in Denver history, taking over Blake Street between 27th and 35th streets, with additional closures on Larimer, Walnut and Lawrence streets.
For 2018, that’s shrinking to a more manageable and less disruptive size, said Rob Smith, senior vice president of marketing for Denver-based RPM Events Group.
“It’s all going to be contained within the Rockies parking lot B, which is now mostly vacant,” he said. “But within that, it’s going to be a more improved experience with multiple beer stations, a bigger main entrance and lines moving much more quickly.”
This year will offer a “Kentucky Derby-type infield” experience, Hubbard added, with day-long events that create their own cultural draw outside the race, but also a more compact and clear connection to the viewing of the bike race.
The “experiential” offerings on-site include an e-bike test track, the ability to “race the train” (RTD’s A-line Light Rail) as it speeds to and from Union Station, BMX racing and demos, a kids’ zone, more than two-dozen food trucks, and other merchants, in addition to the main-stage entertainment.
This year’s music lineup is also more mainstream-leaning, featuring Glass Animals, Cold War Kids, Vince Staples, Matt and Kim, Rainbow Kitten Surprise and The Kills — all of which were announced in mid-March. New this week: National acts Cults, Hop Along and Lo Moon, with Colorado’s Slow Caves (Aug 17), Brent Cowles (Aug. 18) and Wildermiss (Aug. 19) as daily openers.
“Bands with broader fan appeal — and that can sell out Red Rocks, like Glass Animals has — is part of the business plan this year,” Hubbard said.
By contrast, Velorama’s 2017 entertainment was centered around critical darlings and indie rockers such as Wilco, Death Cab for Cutie and The New Pornographers.
The marriage of music and cycling was meant to create a symbiotic financial relationship, since traveling cycling events are expensive to produce and ticketed festivals with food and alcohol sales offer a promising financial base.
“We’re serving two distinct audiences, but we think there’s good crossover potential,” Hubbard said. “That’s the goal this year: really figuring that out in a way that works for everyone. We’ve seen a huge demand for it, whether it was the Coors Classic or the Pro Challenge. But how do you put on a pro bike race, where there aren’t usually tickets but there’s a passionate fan base, and pay for it? That’s the secret sauce of Velorama.”
Hubbard noted Velorama’s relationship with the Drink RiNo group. Instead of partnering with a single beer vendor, Velorama offers more than a dozen breweries, cideries, and a craft winery, he said, given that RiNo is “ground zero for the craft movement. … That’s sort of the vibe we’re going for.”
A limited amount of early-bird, three-day tickets went on sale last month for $90. Starting on Friday, May 4, Friday and Saturday single-day general admission tickets go on sale for $50 each, and Sunday tickets are $10. Three-day festival passes are $100 for GA.
A new premium ticket will be priced between GA and VIP ($90 for Friday or Saturday, and $30 for Sunday) in a limited amount of about 500, offering a private bar, restroom and dedicated festival entrance for music fans. Three-day premium tickets are $180.
Kids 10 and under are free.
Tickets can be found at velorama.eventbrite.com. The Denver office of AEG Presents is Velorama’s booking and production partner on the music side, organizers said.
FRIDAY, AUG. 17
Glass Animals
The Kills
* Hop Along
* Slow Caves (local Colorado band)
SATURDAY, AUG. 18
Cold War Kids
Vince Staples
Rainbow Kitten Surprise
* Lo Moon
* Brent Cowles (Colorado band)
SUNDAY, AUG. 19
Matt And Kim
* Cults
* Wildermiss (Colorado band)
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