By Patricia B. Dwyer
"This is kind of our way of showing everyone how sustainable the brewery is," says Michael Craft, "Senator" of Tour de Fat's nonprofit relations. "It's genuine and authentic and really about moving the needle for bike advocacy - and making San Diego a better place to ride a bike."
The family-friendly event begins with a bicycle parade through Golden Hill, where pedalers of all skill levels are encouraged to ride in costume. The parade, which lured more than 1,000 riders last year, culminates with live music, dance contests, bicycle test-drives and beers in Golden Hill Park.
Toward the end of the event, one volunteer will have his/her car auctioned, and then pledge to drive - make that ride - a New Belgium bicycle for an entire year.
Through the auction, and sales of beer and merchandise, New Belgium hopes to raise $40,000 for the San Diego Mountain Biking Association and the San Diego County Bicycle Coalition.
9/28: Tour de Fat
Golden Hill Park, Golden Hill