RiDE, the new hands-on dirt bike and ATV experience, had a successful western run January through March, drawing more than 7,000 registered guests and 3,600 kids, including nearly 1,400 who had the opportunity to ride small dirt bikes and ATVs. After nine RiDE events, held inside Monster Jam Pit Parties, the program fires up just outside New York City on Saturday, May 12, before wrapping its 2018 season in the Boston and Nashville markets.
“We had terrific public response to RiDE in its first three months with more than 7,000 guests, including a number of families, getting a great look at the fun that powersports has to offer,” said MIC President Tim Buche. “Besides putting kids and adults on seats and behind handlebars, we’ve also been providing them with how-to information so they can get started the right way. We want the excitement at RiDE to carry on long after the stadium visit.”
At each of the RiDE events so far in Southern California, Las Vegas, the Bay Area and the Phoenix market, kids age six to 16 suited up in real riding gear and enjoyed short rides on small dirt bikes and ATVs, with the help of professional coaches and instructors on two off-road ranges.
Funded by the Motorcycle Industry Council and produced by Feld Entertainment, RiDE also features moto-photo booths, Strider balance bikes and virtual reality headsets giving a taste of a simulated trail ride.
Nearly half of the kids who rode did not have any prior dirt bike or ATV experience.
RiDE has given more than 2,000 families great photos and memories to share, about what could become a new passion for them.
“Overall feedback has been overwhelmingly positive,” said Paul Vitrano, MIC Board of Directors chair, and vice president, global government relations at Polaris Industries Inc. and Indian Motorcycle. “Parents love having something for the entire family, regardless of their kids’ ages or abilities. While the hand-on riding experiences are the highlight for most, those under six are having a great time on the Strider balance bikes, and watching people enjoy the virtual reality goggles has been fantastic. You can always tell by their reactions when they get to the VR water crossing. Plus, the moto-photo booths are great opportunities for those not quite ready for the live versions running just a few feet away.”
The latest RiDE events in Anaheim, CA and Las Vegas included new signage for MyFirstRide.org, a new MIC website that offers interactive quizzes so visitors can find out what powersports vehicle is right for them, and what adventures await them on motorcycles, ATVs or side-by-sides.
After Saturday’s RiDE at MetLife Stadium in East Rutherford, NJ, the series then moves to the Gillette Stadium in the Boston market and will conclude its 2018 season in Nashville in June.
Remaining 2018 RiDE Events
• May 12 – MetLife Stadium, East Rutherford, NJ
• June 9 – Gillette Stadium, Foxborough, MA
• June 23 – Nissan Stadium, Nashville, TN
The MIC is asking for local-market volunteers to help staff the many RiDE events. Volunteers will receive a commemorative RiDE T-shirt to wear during the event, a free ticket to Monster Jam at the event they staff, a small stipend and most rewarding, the opportunity to engage with the next generation of enthusiasts. Click here for more information on volunteering.
