What defines a great festival? Tagging the word “fest” onto an event doesn’t necessarily qualify it as a true festival experience, but is there a recipe? Start with the basics: Pick a theme, choose a crowd-friendly destination, add a double dose of entertainment, finish with a few influencers, and garnish with some giveaways, and you could have something “fest” worthy.
This May, Bentonville Bike Fest will celebrate its fifth anniversary. The multi-day event has become a pillar of entertainment in our community, acting as both a welcoming handshake for the Bentonville-curious and an official kickstart to bike season in NWA. But Bike Fest’s fandom reaches far beyond our corner of the Natural State; Its growing popularity continues to earn honorable mention amongst leading events in its category nationwide.
If Bike Fest had a recipe, nine-time Trials World Champion Kenny Belaey would be the chef. The Belgian athlete has been globetrotting as an ambassador for his sport for decades, donning a coveted Red Bull helmet while entertaining crowds at events including his own Bentonville Bike Fest.
“There are a few ingredients you need for a festival,” Belaey said. “Bentonville ticks all the boxes.”
Because of his background as a professional athlete, Belaey had experience with event production. In 2018, Bentonville’s trail infrastructure had graduated from community asset to tourist attraction, catching the attention of influential voices like Belaey.
“I already knew what Tom [Walton] was planning, but in 2018, I saw what he did. Around that time, the film festival was planning to promote women in the movie industry, and it was also Women's Mountain Bike Day that week. That got me thinking, ‘Why don't we produce an event for women on bikes, link it to the film festival, bring in the cast?’ That was the first event: Women Shred.”
Belaey stopped producing World Cups in Belgium and went all in on Women Shred. The event’s success helped elevate Bentonville on a global scale, and as women’s cycling events continued to gain traction, Belaey’s plans shifted to something new.
“I pitched the idea of an all-inclusive festival to the Waltons and the City. I was sure I could pull off something like Bentonville Bike Fest.”
Using his little black book of potential sponsors and professional athletes, Belaey started work on making Bike Fest a reality. While one might assume 2019 was poor timing with news of a worldwide pandemic, Belaey claims it was a blessing. New regulations afforded more time to plan, and Bentonville’s popularity spiked due to the resulting boom in outdoor recreation.
*Bike Fest Partnership Director, Jessy Davis, enters the chat.*
Davis is one of the rare few (nowadays) born and raised in NWA. The Army Veteran and Volunteer Firefighter has witnessed the evolution of Bentonville first-hand, making her a great local contact for Europe-based Belaey.
“She reached out to me and said, ‘I can be your boots on the ground to find sponsors,’” he shared. “She had worked for the film festival, so I could see synergy.”
Despite their experience, the duo still had their work cut out. According to Belaey, the first year was like selling air because this type of festival hadn’t been done before. With some coaching, they were able to illustrate the value of bringing industry pros and brands together to create an experience families can enjoy.
One of their earliest supporters was Mojo Cycling Owner, Dave Neal. “That first year was the hardest, but he believed in us right away,” Davis said.
“I was excited by the energy and vision they had,” Neal shared. “Their idea was to create an event that would break into the national scene and draw people from around the world to Bentonville. I’m still energized each year by Bike Fest. It has become the national draw that Kenny and Jessy envisioned.”
For Hyper Bicycles Owner and Founder, Clay Goldsmith, their long-standing sponsorship of Bike Fest supports the company’s commitment to making biking more accessible to everyone. “We believe it’s essential for brands to support cycling at every level,” Goldsmith shared. Hyper has a dynamic relationship with Bike Fest, hosting some of the athletes who entertain festival-goers each year. "We’ve been proud supporters of Bike Fest for the past five years, bringing world-class athletes like Olympic Gold Medalist Logan Martin, Red Bull Rampage rider Tom Van Steenbergen, and BMX superstar Ryan Williams to inspire the cycling community.”
The proof is in the pudding, as they say, and for Bike Fest, that pudding tastes like $1.5 million in economic impact [2024].
“The community is the most important part of Bike Fest's success,” Davis said. "Even the biggest bike expo in the country is so far removed from the community and not all that bike-friendly."
As with any annual event, it’s important to keep things spicy. Adding new vendors, entertainment, and programs has kept Bike Fest crowds growing each year. “This year, the biggest addition is E-Mobility Day,” Davis shared. “We're working with the Peel Compton Foundation to create a hub at Compton Gardens to demo bikes and host tours.”
“We’re committed to creating outdoor spaces that are accessible, and that includes ensuring e-mobility riders have access to trails and facilities like Compton Gardens & Arboretum,” said Debra Layton, Executive Director at the Peel Compton Foundation. “Bike Fest is a perfect way to welcome new transplants and longtime locals into the vibrant cycling community."
Something else attendees can expect this year is a small admission fee. “It’s only $4 per day or $10 for the weekend. Kids 16 and under are free,” Belaey said. “Ticketing became important for the sustainability and growth of Bike Fest in the future.”
So, what does the future of Bike Fest look like?
Belaey’s long-term vision for Bike Fest includes an expanded tradeshow element, activating nearby Bella Vista projects, live-streaming events, and more.
“In an ideal world, the whole event is streamed so people from all over the world can tune in and see the races live,” he said. “I want Bike Fest to be a place where business is done and important events like a UCI Trials World Cup happen.”
“It’s going to be a big challenge, but we like challenge.”
“The community is the most important part of Bike Fest's success. There really is no place like Bentonville."
Michelle Bazis
Michelle is the writer and photographer behind many of the stories you see in our magazine. When she is crafting Bentonville City Lifestyle as its Managing Editor, she likes to spend her time painting or dropping in on a dance class, mountain biking and paddle boarding with friends, and traveling with her husband, Ben. Connect with Michelle on Instagram @MichelleBazis or via email at Michelle.Bazis@CityLifestyle.com.