New Years Day Ride
event production, marketing, outreach
When I took over Portland's New Years Day Ride in 2009, it already had 50 years of history and had developed a close-in, low-stress traditional route. I love tradition but I knew some changes needed to be made in order for it to be worthwhile for our organization. It still starts in waterfront park on New Years Day rain or shine but it now travels further afield to showcase the BTA's advocacy work. It also starts at a more civilized hour (noon).
Each year I'd plan a route highlighting some of the previous year's advocacy battles and some future challenges. I partnered with bars and bike shops for endpoints and gave them prominent logo space on the hand-drawn maps I produced for each year.