RAGBRAI is Back for 2021

Each year I document my interaction with the rolling party that is the Register’s Annual Great Bicycle Ride Across Iowa (RAGBRAI). As well as one of the top annual events in the state of Iowa, RAGBRAI is an economic boon to the towns it traverses through. This is especially true for those who conduct the event well. The positive impressions of a well-run stop can have good impacts for future tourism and economic development activities.

After a one-year hiatus due to COVID-19, the event is back! This year’s event appears to be a fun week of activities for many that are excited for the resurgence of large-scale events like RAGBRAI. But alas, a few of the riders on my team will not be going this year due to other commitments. So we decided to wait until next year to jump back into the fray.

Although I won’t be going, I do think some of the best efforts of the communities along the route should be celebrated, much like the 2019 awards. Here are my awards for this year’s efforts:

Best Video

Each of the overnight towns prepared videos in January to promote their community to the riders. Videos for all the overnight towns can be found on the RAGBRAI website (along with all the information you want about the event).

DeWitt

The best video was the one created by the city of DeWitt. They had a little fun, highlighted their local attractions and amenities, and pointed out the food and drink available. This last aspect is crucial. Yeah, you might get a few interested in checking out a local museum, but everyone wants good food and libations!

The cities of Le Mars and Iowa Falls receive honorable mentions. No, Le Mars did not get special consideration because my sister lives in the home town of Blue Bunny. They both provided quality videos that should draw the interest of riders.

Best Effort by a Meeting Town

Meeting Towns don’t get the same level of attention that Overnight Towns do. They aren’t heralded at the route announcement party. They are usually much smaller than the Overnight Towns in size. Hence, they don’t typically have the budgets to make grand expressions or to market their activities as well as the Overnight Towns.

However, their level of effort cannot be overlooked. For this category I came up with two winners as they have both made great efforts for a community of their size.

Lytton

The town of Lytton has been doing regular posts on Facebook about the event preparations, the food that will be available, and activities open to the riders. Regular posting to social media is a key aspect to get information out and building interest in your community’s role in an event that spans the entire state.

Lytton will also be attempting to achieve a Guiness World Record for the largest goat yoga session. Quite the way to draw interest in keeping people around for longer than they initially anticipated. Regardless of if they achieve the record, there’s a good chance for national attention. There’s also a very good chance that Lytton will stick in the minds of those passing through than other Meeting Towns along the way.

Center Point

The other Meeting Town that caught my eye was Center Point. With a fun marketing campaign for the event, they clearly caught some attention. With a theme of “Go Pig or Go Home” the residents of Center Point captured the agriculture-based background of the community (their annual event is “Pork Days”). But the inflatable pig costumes that they are utilizing to market their theme and their event is a masterstroke of an idea. The playful use of these costumes in many of their postings pull their entire marketing campaign together.

Also, much like Lytton, they’ve been posting regularly to social media. As stated before, this is a key component. This is not only important for the provision of helpful information, but to build interest leading up to the event. It is also a good marketing tool as those who experienced Center Point during the event, are likely to come back to social media to share with others their experiences there.

Best Theme

There were some good theme concepts thought up by the Overnight Towns on the RAGBRAI route this year. Le Mars played off their ice cream background with “Le Mars a la Road”. Clinton’s “Rolling to the River” made me hum some CCR or Tina Turner song lines (depending on which version you like).

Iowa Falls

However it was Iowa Falls’ theme of Nautical by Nature caught the attention of this kid of the ’90s. Yes, other communities like Fort Dodge and Clinton had water-based themes. But Iowa Falls’ theme stood out well.

The logo itself was great. It was clean, crisp, and captured the theme well.

Iowa Falls 2021 RAGBRAI Logo – Courtesy, Iowa Falls Hospitality Committee

As the riders come into town, they will be following old Highway 20, which crisscrosses the Iowa River a couple times between Alden and Iowa Falls. These scenic views of the river valley continue once they are in the small community of 1,106 as the river essentially cuts through the center of town.

Furthering the implementation of this theme, riders will have the opportunity to hop on tubes supplied at five locations along the river in town. This will be a great way to relax and cool off after a day filled with biking on asphalt radiating heat from the sweltering mid-July sun. It will also give visitors a unique view of the community not seen by those just driving through town.

Looking Forward to Next Year

As stated previously, unfortunately I will not be in attendance for this year’s ride. But I’m already looking forward to next year’s ride. The Des Moines Register will put together yet another great event in 2022, as they always do.

Although I have pointed out these towns for the effort that they have shown so far, I am sure each community will put their best foot forward. I’m sure the Iowa hospitality will shine through. It is a great event for the bikers and others that take part, but it is also a great event for the communities involved. Good luck to everyone!