After TONS of research we determined two things.
Santa Cruz and Juliana Bicycles make indestructible bike frames. They are made to be roughed up. Throw it on the ground. Lean it against a tree, a rock, the ground– It doesn’t matter. You can’t fuck them up.
ULTIMATELY, the best way to get women on mounatain bikes is to show them that they are capable of being the badass they want to be. This is what led to…
It’s like Where’s Waldo. See the hot pink bike to the top right of the explosion. Yeah– that’s a Juliana Bicycle. When it comes back down that frame is going to be in one piece.
We’re gonna blow this bike up by blowing this bike up.
WHO:
Event hosted by Juliana Joplin (founder of Juliana) and Tahnee Seagrave (badass downhill racer who occasionally dyes her hair pink)
WHAT:
Centered around blowing up the “Joplin” frame, one of the four models on their website.
WHERE:
Monument Valley, Arizona. Takes place in the middle of the desert (similar setting to US nuclear bomb testing for the vibes)
WHY:
Show off the durability of the bike.
WHEN:
JUNE 5TH 2024.
THE NITTY GRITTY (HOW THE HELL DO WE PULL THIS OFF??):
BEFORE: XC rider Rachael Walker will ride the “Joplin” bike cross country from Santa Cruz, where the bikes are made, all the way to Monument Valley, Arizona. This 81 hour, three day journey, will be documented via video and social media posted on both her personal account as well as @Julianabicycles.
HOW WILL PEOPLE KNOW TO COME?
These four badass women are the detonate and dominate ambassadors. They will promote the event via social media.
Juliana will target niche markets by posting on PinkBike, Facebook Groups, Reddit, Strava, and other platforms where mountain bikers typically converse.
To gain traction beyond those already interested in mountain biking Juliana will market in the midwest to find people near Arizona who could travel to the event. They would be scattered around states typically associated with adventure: Colorado, Utah, Arizona, Wyoming, New Mexico, etc.
Billboards, bring the product to life. They will surround national and state parks, and other local trails.
To target those interested in cycling who might be more interested in road biking or just haven’t tried out Juliana bikes print ads would also be placed in areas where they are likely to visit, such as bike shops and stores, sports department stores, breweries, and even gyms.
OK SO WHAT IS EVEN HAPPENING AT MONUMENT VALLEY?
After Rachael Walker arrives at the site, she will blow up the very bike she rode in on. After the demonstration (and after her bike frame has cooled off), she and the other three ambassadors will lead a Ride Out. This is an opportunity for the gals to try out all four of Juliana’s models and get a feel for the terrain. This is especially important since buying a bike is such a large commitment ($$$). This makes the buyer feel more confident in their purchase and shows them the potential the bikes (and themselves) have for fun. This is also a great opportunity to build community and get advice from experienced riders.
AFTER WE BLOW IT UP:
Finally, the event will close out with live music, food, and drinks. A great time for people to get to know each other and the brand.
MUSIC:
Opener: Sleater-Kinney, an influential American rock band known for its feminist and political lyrics, energetic performances, and significant role in the riot grrrl and indie rock scenes
Main Act: Wet Leg, a British indie rock duo that gained prominence from their catchy, humorous songs and quirky, offbeat music videos, quickly becoming known for their unique blend of post-punk and indie pop elements.
Because what’s better than some girl bands to promote female empowerment!
FOOD:
Local food trucks!! A perfect time to support local businesses and have a variety of options.
Goulding’s Stagecoach Dining Room: Offers a scenic location with a mix of American and Navajo fare, featuring Navajo tacos, fry bread, and non-alcoholic drinks
Wandering Donkey: Fresh Mexican food! Voted Phoenix Magazine’s best food truck!
Hog Haven: Breakfast burritos, biscuit combo trays, or plain old biscuits and gravy! Simple and delicious.
DRINKS:
Trust me when I say beer and mountain biking goes hand-in-hand.
Detonate and Dominate will be sponsored by Sierra Nevada with all of their best IPA’s on draft.
The first 200 girls (or whateva) to arrive get to try out their special bombproof bells ale in a bottle made from the VERY steel used to create Juliana’s mountain bike frames!! We promise these bottles are just as indestructible!
We promise it will be on draft for those who aren’t very timely…
EVERYONE IS GOING TO BE TALKING ABOUT IT. I MEAN WE BLEW UP A BIKE.
