The Jasper Brewing Company is the first community sponsor of the Tour of Alberta, contributing $10,000 toward the local organizing committee (LOC).
As well as its cash donation, the pub is also planning a special beer to commemorate the event. That beer will be available during the two festivals on the information centre lawn, Sept. 4 and 5.
“We’re just ecstatic,” said Brett Ireland, CEO of Bearhill Brewing. “This is something that we feel is great for the community, and it’s an Alberta event as well—it has the Alberta factor and the local factor, we love everything about it.”
The Tour of Alberta is a world class cycling event that attracts the same athletes as the Tour de France. The race begins on Sept. 2 and carries on until Sept. 7.
On Sept. 4, Jasper will host the Stage 2 finish line, as cyclists pedal from Grande Cache to Jasper. The following day it will host a start line somewhere in the townsite, and a finish line at Marmot Basin.
At this point, the route is under wraps, but it’s expected those details will be released sometime next month.
“Everyone is super excited that not only is the Jasper Brewing Company coming on board, but they’re our first cash sponsor,” said Matt Decore, co-chair of the LOC. “I don’t want to sound like we’re all alcoholics, but that’s an important anchor for those festivals,” he said, noting that there will also be family programming taking place.
The LOC needs to raise $100,000 in sponsorships before the international bike race comes to town on Labour Day long weekend.
Decore said the brew pub’s participation is the first step toward achieving that goal.
Moving forward, the LOC is looking for three businesses to become title sponsors for each of the festivals. That comes at a cost of $20,000 per festival.
It’s also looking for other sponsors, ranging from $10,000 to $1,000 and is offering varying levels of exposure in return.
For instance, a $1,000 sponsor will receive recognition on a thank-you board displayed in all of the communities, a listing on Jasper’s Tour of Alberta website and a listing on the Jasper page of the Tour’s event guide.
A $10,000 sponsor on the other hand, receives far more perks, including VIP passes to the Jasper hospitality tent and two 30-second commercials on the festival jumbotron.
Businesses interested in sponsoring the Tour of Alberta are encouraged to contact Rich Potter at [email protected] or by phone at 780-852-8822.
Anyone interested in volunteering during the September event is asked to register at www.tourofalberta.ca.
Nicole Veerman
[email protected]
