RiDE Rolls on to New York City Market After Big Western Region Attendance

2018-05-13 16:56

​Motorcycle Industry Council
Media Relations
(949) 727-4211, Ext. 3027


RiDE Rolls on to New York City Market After Big Western Region AttendanceÂ

RiDE Events Draw More than 7,000 Guests at Nine Monster Jam Pit Parties

IRVINE, Calif., May 11, 2018 – 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, before wrapping its 2018 season in the Boston and Nashville markets.

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“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 6 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. Each RiDE event is staged in the afternoon pit party at a selected Feld Monster Jam, “an unexpected, unscripted and unforgettable event featuring 12,000-pound Monster Jam trucks driven by world-class athletes.”Â

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Nearly half of the kids who rode did not have any prior dirt bike or ATV experience. And 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 6 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, Calif., 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. Those who register for RiDE will receive emails inviting them to visit MyFirstRide.org to learn more about getting into powersports.


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After Saturday’s RiDE at MetLife Stadium in East Rutherford, N.J., the series then moves to the Gillette Stadium in the Boston market and will conclude its 2018 season in Nashville in June.
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Remaining 2018 RiDE Events
  • May 12 - MetLife Stadium, East Rutherford, N.J.
  • June 9 - Gillette Stadium, Foxborough, Mass.
  • June 23 - Nissan Stadium, Nashville
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. Anyone interested in volunteering for any of the future RiDE events should click here:Â RiDE Volunteer SheetÂ

MIC manufacturer, aftermarket and dealer members are all supporters of RiDE, funded by the MIC with additional investments from BMW, Honda, Husqvarna, Kawasaki, KTM, Polaris, Suzuki and Yamaha. National Powersport Auctions also provides monetary support and Parts Unlimited provides riding gear for the kids.
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The Motorcycle Industry Council exists to preserve, protect and promote motorcycling through government relations, communications and media relations, statistics and research, aftermarket programs, AIMExpo, development of data communications standards, and activities surrounding technical and regulatory issues. As a not-for-profit, national industry association, the MIC seeks to support motorcyclists by representing manufacturers, distributors, dealers and retailers of motorcycles, scooters, ATVs, ROVs, motorcycle/ATV/ROV parts, accessories and related goods and services, and members of allied trades such as insurance, finance and investment companies, media companies and consultants.
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The MIC is headquartered in Irvine, Calif., with a government relations office in metropolitan Washington, D.C. First called the MIC in 1970, the organization has been in operation since 1914. Visit the MIC at mic.org.

Feld Entertainment is the worldwide leader in producing and presenting live touring family entertainment experiences that uplift the human spirit and bring people together. With millions of people in attendance at its shows each year, Feld Entertainment’s productions have appeared in more than 75 countries and on six continents to date and include Monster Jam, Monster Energy Supercross, AMSOIL Arenacross, Disney On Ice, Disney Live!, Sesame Street Live! and Marvel Universe LIVE! More information about Feld Entertainment is available online at feldentertainment.com.


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Source: Motorcycle Industry Council

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