Pearl Street Brewery’s “Tour De Pearl” expands to Madison, WI; culminates in 4-day bicycle festival.

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Tour De Pearl participants from Madison and La Crosse are invited to La Crosse to celebrate bicycling in the Driftless Region with the 5th Annual La Crosse Area Bicycle Festival.

Pearl Street Brewery’s “Tour De Pearl”

The 2015 Tour de Pearl will once again feature 42 stages in La Crosse and 21 stages in Madison. However, this year participants will have the option of cross- touring between La Crosse and Madison on a single Tour Card.

Pearl Street Brewery of La Crosse, WI, will launch the fourth season of their popular summer beer and bicycling promotion, Tour de Pearl. Registration begins June 2, 2015. The Tour runs from June 2 through the End of Tour Party on September 5, 2015, which culminates with four days of road cycling, mountain biking, and guided bicycle tours at the La Crosse Area Labor Day Weekend Bicycle Festival.

In 2011, Tour de Pearl was created by Pearl Street Brewery as a way to connect with the growing number of bicycle enthusiasts who are also fans of the brewery. Over 500 beer and bicycle enthusiasts registered for its inaugural season. For 16 weeks, registrants bicycled to area bars and restaurants listed as official Stages of the Tour de Pearl, where they enjoyed a Pearl Street Brewery beer, had their official Tour Cards stamped, and worked toward an entry for a chance to win a locally designed and manufactured Wyatt Bicycle, a $1000 value. Modeled after the Tour de France, the 21 stages consisted of locations spread throughout the La Crosse, Onalaska, Holmen, and Stoddard areas.

In 2014, due to the growing number of participants and establishments wanting to be a Tour stage, Pearl Street Brewery expanded the Tour in La Crosse. Now consisting of 42 stages--with a minimum requirement of 21 stages for an entry--participants had the power to design their own Tour, or do all 42 stages for three entries for the Grand Prize. Almost 1000 registrants participated. Additionally, the Tour spread to the Madison, WI, area, where another 21-stage Tour de Pearl was established for PSB-loving, bicycle-riding denizens of the state capital.

The 2015 Tour de Pearl will once again feature 42 stages in La Crosse and 21 stages in Madison. However, this year participants will have the option of cross- touring between La Crosse and Madison on a single Tour Card. Pearl Street Brewery expects to register 1500+ people.

The registration fee of $20 includes a race t-shirt, a race kit including the Tour Card and special offers and discounts from the stages and sponsors. It also includes free entry into the End of Tour Party at Pearl Street Brewery.

Crowding this year with even more, Pearl Street Brewery has partnered up with the La Crosse Area Labor Day Weekend Bicycle Festival for its End of Tour Party. Tour De Pearl participants from Madison and La Crosse are invited to La Crosse to celebrate bicycling in the Driftless Region with the 5th Annual La Crosse Area Bicycle Festival. This free event features four days of on- and off-road cycling, including road rides ranging from 30 - 100 miles. Other activities include mountain biking, urban rides, BMX racing, guided historical tours, birding tours, homemade ice cream rides, coffee & muffin rides, gravel rides, and paddle & pedal rides. All rides, both self-supported and guided, will leave from Cameron Park in Downtown La Crosse, WI. Information on the La Crosse Area Bicycle Festival can be found at http://www.explorelacrosse.com/bikefest. Tour de Pearl information can be found at http://www.pearlstreetbrewery.com.

Tour De Pearl Contact

Tami Plourde
Director of Sales & Marketing, Pearl Street Brewery
1401 Saint Andrew Street
La Crosse, WI 54603
608-784-4832 ex 6
Email: tami(at)pearlstreetbrewery(dot)com

La Crosse Area Bicycle Festival Contact:

Brent Hanifl
Director of Media & Membership
La Crosse Area Convention & Visitors Bureau
410 Veterans Memorial Drive La Crosse, WI
Direct: 608-782-2281
Toll Free: 800-658-9424
hanifl(at)explorelacrosse(dot)com
http://www.explorelacrosse.com/

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Brent Hanifl
@explorelacrosse
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