Tour de Big Bear
❋ Strategic Planning
❋ Brand Strategy
❋ Event Marketing
❋ Public Relations
❋ Social Media
❋ Web Design & Digital
❋ Creative & Content
❋ Email & SMS
❋ Media & Digital Strategy
THE CHALLENGEBy 2024, Tour de Big Bear had all the makings of a classic — a weekend of Gran Fondo and gravel routes and a cycling expo at Bear Mountain Resort, drawing around 2,000 riders. But participation had plateaued.
The event brought Facets on with a clear mandate: reverse the slide and build growth that lasts.
New reasons to make the trip.
Breaking a plateau isn't about marketing harder. It's about giving participants more to show up for, making sure more people hear about it, and building the relationships that carry the event well past race weekend. Three moves shape the plan for Tour de Big Bear.
STRATEGY01 — DEVELOPMENTGrow the event itself
Widen the appeal beyond the core fondo — new disciplines, new experiences, and a bigger expo that gives more kinds of riders a reason to get involved.
02 — AWARENESSReach new riders
Put a sharper, more consistent brand in front of new audiences and markets through fresh, engaging creative and highly targeted digital campaigns.
03 — PARTNERSHIPSExpand Partnerships
Deepen ties with sponsors, event partners, and the Big Bear community — more reach, more roots, and a weekend the whole town has a stake in.
A sharper look, everywhere it shows up.
We rebuilt the brand from the guidelines up — a cleaner, sharper visual system that reads clearly on a jersey, a start-finish arch, or a phone screen. One look, one voice, wherever the event appears.
On social, we refreshed the feed with more reels, more genuinely engaging content, and more collaboration between riders, sponsors, and event partners — so the storytelling comes from the community, not just the brand.
We modernized the merchandise line too, designed to sell and to be worn every day — turning riders into year-round exposure long after the weekend ends. And on the ground, we revamped the on-site signage and event creative, from activations to the finish line.
CREATIVE
A site built to register riders.
For 2026 we redesigned the website from the ground up — a cleaner UX and UI that builds credibility the moment a rider lands, with the event's story, routes, and details easy to find and easy to act on.
Under the hood, it's built to perform: streamlined registration paths, a comprehensive athlete guide, a redesigned Shopify store for merch and promos, and the SEO and analytics that keep it discoverable and measurable. Fewer clicks from curious to committed.
WEBSITE DESIGN
In front of more of the right riders.
More offerings only matter if more people hear about them. We put a coordinated push behind the event — advertising, earned PR, and digital and print media — aimed at markets and rider segments Tour de Big Bear hadn't reached before. We created a sharper brand with a more consistent presence everywhere it showed up, so every new impression pulled in the same direction.
EXANDED REACHMore partners, deeper roots.
We grew the partner base on two fronts. On the sponsorship side, we developed new business — fresh sales decks, new categories, and expanded packages — bringing in partners who help fund the growth.
On the community side, we built local partnerships that root the event in Big Bear itself: lodging, retailers, and organizations that make the whole town part of the weekend. More offerings only matter if more people hear about them.
NEW PARTNERSHIPS
Engaged all year, not just during event week.
NEW PARTNERSHIPSRegistrations are won all year. Digitally, we keep riders close with an active social presence and a steady email and SMS program — content, features, giveaways, and registration-driving sends between seasons.
In person, we give them reasons to gather before and during the event: a training camp to get riders ready, on-site giveaways, and activations that turn a start line into a community.
The plateau, reversed.
RESULTS+28 participants 2024 vs 2025
+27% Revenue 2024 vs 2025
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2026 Projections
A cohesive brand — new logo included — runs from website to inbox to finish chute.
A family- and senior-friendly 5K walk widens the field beyond the core distances.
An athlete experience — post-race café, cryotherapy wellness booth, running brands and local vendors, Strike-A-Pose — makes the weekend a destination.
Runner incentives: a 5× loyalty racer patch, Runna training program partnership, expanded runner perks, and a price ladder that rewards early commits.
A show-your-bib Chamber program makes the town itself part of the prize.
A cupless race experience gives the brand a sustainability story that matters.