01 Jun Tour of America’s Dairyland Rolls Into Town 6/21 – 7/1
This summer marks the Tour of America’s Dairyland’s 10th 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 Granfinale Sprint Competition, and hosts of the Women of ToAD dinner.
Back-to-Back Classics Mean Patios Made for Partying
Café Centraal Bay View Classic
Friday, June 29 – Crash the course on KK at the Café Centraal Bay View Classic
Featuring a newly updated course this year, the Café Centraal Bay View Classic remains a crowd and competitor favorite. Watch the pros swoop by through quick turns and sprint-worthy straightaways, elbow your way for a spot at Café Centraal’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 30 – Doing it the Downer Way
Join us at Café Hollander Downer as we pull all the stops for a Belgian Bier Festival on our newly updated patio just steps away from the big race! Featuring awesome food pairings like frites, totterballen, and cheese snacks. Outdoor games will alight and live music will follow the races!
2:15pm-4:15pm MIDDAY ENTERTAINMENT: Trapper Schoepp
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, this is a must-attend event.
Start/Finish: N. Downer Ave. & E. Belleview Pl., Milwaukee
ToAD’s Exclusive Birthday Bier
In celebration of the 10th anniversary of one of our dear community partners, Lowlands is excited to be releasing a limited run of ToAD 10th Anniversary Ale, available on tap only at Café Hollander Downer and Café Centraal during the races!
Celebrating Women in Competitive Cycling
The “Women of ToAD Dinner” is one of our favorite events of the year, provide FREE by Café Centraal 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.
Sprint to the Finish for the ToAD GranFinale Weekend
Once again, Lowlands Group will be there to challenge racers competing in our GranFinale Sprint Competition, which takes place June 28 to July 1, the last four days of the Tour of America’s Dairyland.
While watching the races is exciting enough, this annual Omnium 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 of the four final races of the series (Shorewood, Bay View, Downer & Tosa), 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 the four days of racing, the points are totaled and the racers with the most points get paid prime prizes totaling $5K, provided by the Lowlands Group!
Win a Free Bike!
Professional racers aren’t the only ones around to get their bikes in gear—starting June 1st, visit Café Centraal or Hollander Downer and enter our drawing for a chance to win a free bicycle! Winners will be called on the days of the Downer and Bay View Classics, so be sure to race over for some biers before hand but don’t forget to pick up your phone on the chance that mystery caller might be destiny. Ask your server for details!