Coming back to the NVGP

by Jeff Corbett
[Former Team Director, Health Net Pro Cycling Team]

Yeah, I’ve been to a few bike races in my days. How many? Probably well over 1000 in the last twenty years. But I’ve never been asked to write about why a certain event appeals to me, until now. As you can imagine after attending so many races I have found some that I enjoy and some that I would rather not remember. The Nature Valley Grand Prix is special to me. It is one of only a handful of races I can honestly say I will truly miss now that I am retired from racing and directing.

Why Nature Valley? What makes it so special? Well I would be lying if I didn’t admit that some of my affection for the event comes from my success there. You always tend to enjoy the events that your team does well at. And my teams have given me plenty to smile about having won the event overall in 2005 and 2006, as well as winning 12 of the last 26 stages over a five year run. But it isn’t the victories that keep me coming back every year; it’s the magical combination of good people, good courses, good competition, great fans, and relaxed atmosphere that mark any exceptional event.

When I say good people, I’m speaking of those involved with putting on and sponsoring the event. First on that list has to be Nature Valley and Great River Energy, without whom, I wouldn’t even be writing this right now. These companies have embraced the event not because it brings them a huge media impact or a ideal marketing platform for new products, but rather because they know that it’s events like this that make a place come alive. They know that these types of events help people build pride in their hometowns and enjoy it as more than a place to rest their heads or send their kids to school. These are important things, they’re the things that break the pattern of work and sleep that we all fall into. Much like concerts in the park or company softball, events like the Nature Valley Grand Prix help bring interesting and exciting activities to Minnesota cities both large and small. Maybe I shouldn’t be telling you all this… as a person who makes his living off cycling I should be saying that cycling is a marketing bargain and a great way to market your product and service and people love cycling. Well, all those are true but it doesn’t change the fact that most people who come out and watch a bike race in this country can’t name a single pro cyclist. So why do they come out?

Well I’ll tell you. They come for the entertainment. They come for the show. And the show is more than just the pro race, it’s all the ancillary events attached to a race. It’s the expo and the kids race, it’s the bands and the food, it’s the chance to yell and cheer for something even if you don’t understand it. The folks that sponsor the Nature Valley Grand Prix know this, and so do the folks who put on the event. That’s why they are a success.

There are many other ingredients that make the Nature Valley Grand Prix a success and I’ll be speaking about all of them in the months leading up to the 2008 edition. Stop back to read more about what makes this event a success and to hear some of my favorite tales from my years at the event. I may even be giving out a few tips on how to win the event and who to watch in this year’s edition.

[picture courtesy Pezcyclingnews]