Get Ready for the Tour of America’s Dairyland!

This summer marks the Tour of America’s Dairyland’s 11th anniversary, and Lowlands is ready for the ride! Every year we look forward to the rushes of wind from racers blasting by, cheers echoing through the streets, and bier pouring without end for the largest competitive road cycling event in the United States, and as major proponents of cycling, the Lowlands Group is proud to be heavily involved with the festivities.

Not only do we sponsor two fierce teams of racers ready to ride into the fray, we are also title sponsors of the Café Centraal Bay View Classic, the Café Hollander Downer Classic, the Lowlands Lion Prime Competition, and host of the Women of ToAD dinner.

Back-to-Back Classics and Patios Made for Partying

Café Centraal Bay View Classic
Friday, June 28 – Crash the course on KK at the Café Centraal Bay View Classic

The Café Centraal Bay View Classic has always a crowd and competitor favorite, and for a good reason. Watch the pros swoop by through quick turns and sprint-worthy straightaways, be sure to grab a spot at Centraal Grand Café & Tappery’s outdoor bar patio—located right near the start/finish line. This event pushes past sundown for an epic twilight criterium of ToAD’s Pro Men and Women under the spotlights and stars.
Start/Finish: Kinnickinnic Ave. & Lincoln Ave., Bay View

Races run from 11:20am to 10pm—visit ToAD’s site for the full schedule and course map.

Café Hollander Downer Classic
Saturday, June 29 – Doing it the Downer Way

Join us at Café Hollander Downer as we pull all the stops just steps away from the big race! Featuring awesome food pairings like frites, bitterballen, and more. We’ll have outdoor games and live music during and after the races!

2:oo – 4 pm MIDDAY ENTERTAINMENT: The Milbillies
5:30 – 7:30 pm EVENING ENTERTAINMENT Cold Club Soda
8:45 – 10:45 pm AFTER PARTY HEADLINER: Mt. Olive

The Café Hollander Downer Classic is THE granddaddy of criterium races. Not just for ToAD, but across the USA and even the globe. Started in 1969, the Downer Classic has played host to many famous faces for almost 50 years and promises to be one of the highlights of cycling in Wisconsin this summer. With a flat three and one-half corner course, mega crowds and the infamous Ben’s Cycle Super Prime & Party, and the first Annual Uni-Crit Classic (unicyclists from all ages take to the course to complete two full laps for a chance to earn bragging rights and excellent prizes) this is a must-attend event.

Start/Finish: N. Downer Ave. & E. Belleview Pl., Milwaukee

Races run from 9:30 am to 8:30 pm—visit ToAD’s site for the full schedule and event map.

Celebrating Women in Competitive Cycling
The “Women of ToAD Dinner” is one of our favorite events of the year, provide FREE by Centraal Grand Café and Tappery to all registered women racers at the Café Centraal Bay View Classic. While the Lowlands Group loves cycling in all forms—competitive and recreational—we’re especially proud to support females athletes who compete in this traditionally male-dominated sport.

If you’re a woman that is registering to race in the Café Centraal Bay View Classic this year, make sure to sign up for the “Women of ToAD Dinner” when you register. The cost is FREE, but space is limited, so make sure to register soon to ensure a spot.

$10,000 to Make the Races a Bit More… Interesting
This year instead of just the last four days of the race, Lowlands Group will challenge racers with an all-new-for-2019 Lowlands Lion Prime that runs the entire eleven days of the Tour of America’s Dairyland.

While watching the races is exciting enough, this new sprint competition that we sponsor acts as a “Race within the Race”, adding another layer of competition to these already-challenging criteriums. Halfway through each race of the series, a sprint lap is announced. Watch riders battle for points as the top five finishers of that sprint lap accrue points. At the end of each day, the points are totaled and the leader of the Lowlands Lion Prime will be awarded a jersey (in every category!) to wear in the next day of competition. Look for the Lowlands Lion Prime leader in every race, where they’ll be wearing a special “Lion” jersey. The racers with the most points at the end of all 11 days of racing get paid cash primes worth $10,000, provided by the Lowlands Group and Bofferding Beer!

Mark your calendars now and don’t miss out on the action!