LOWLANDS GROUP RENEWS SUPPORT FOR 2021 TOUR OF AMERICA’S DAIRYLAND;
ANNOUNCES NEW COURSE IN HEART OF TOSA VILLAGE
New course allows for celebration and up-close race viewing in Tosa Village June 27
MILWAUKEE, Wis. – June 9, 2021– Lowlands Group, a longtime supporter of cycling in Wisconsin, today announced its renewed support for the upcoming Tour of America’s Dairyland Presented by KwikTrip (ToAD) as a series sponsor and title sponsor for two of the most popular races. New this year, the series finale will cross through the Village of Wauwatosa and celebrate Lowlands Group’s newest restaurant, Frank & Larry’s Buckatabon Tavern and Supper Club. The U.S.’s largest multi-day bike racing series runs June 16–27. Lowlands Group has supported the series since its inception in 2009.
“Biking is part of our DNA, and we’re thrilled to be a part of ToAD again,” said Eric Wagner, Lowlands Group owner. “It’s been a huge effort by many to welcome new and long-time road cycling fans back to racing this summer.”
The restaurant group’s passion for cycling comes from a love for Dutch café culture and a celebration of the urban spirit of riding between cafés. Over the years, Lowlands Group has supported numerous races, series and bike teams. This year, the group is the title sponsor of two of the 11 races: the Otto Wenz Café Hollander Downer Classic and the series finale Café Hollander Tosa Village Classic Presented by Frank and Larry. Lowlands Group also sponsors the Lowlands Lion Two-day Prime Sprint Competition along with Central Standard Craft Distillery and Ben’s Cycle and Fitness.
“We’re so grateful for Lowlands Group’s unwavering support of cycling in Wisconsin,” said Bill Koch, ToAD executive director. “Their partnership has allowed us to continue growing, and coming out of a difficult 2020, for ToAD’s return to racing and hopefully celebrating our biggest and best series yet.”
The group’s plans for the Tour of America’s Dairyland include:
Otto Wenz Café Hollander Downer Classic
2608 N. Downer Ave., Milwaukee
Thursday, June 24 from 9:00 a.m. to 5:30 p.m.
Café Hollander will be extending its bier garden to the street in a block take-over. Spectators are invited to grab a bier and burger, as well as front row seats to the winner’s circle for this historic race.
The Otto Wenz Café Hollander Downer Classic is the granddaddy of criterium races. Not just for ToAD, but across the country and even the globe. Started in 1969, the Downer Classic has played host to many famous faces for almost 50 years and promises to be one of the highlights of cycling in Wisconsin this summer. With a flat three and one-half corner course, mega crowds and lots to see, this is a must-attend event.
Café Hollander Tosa Village Classic Presented by Frank and Larry
7677 W. State St, Wauwatosa
Sunday, June 27 from 10:30 a.m. to 8:30 p.m.
Café Hollander and Buckatabon restaurants team up as the title sponsors for the final race of the series, with a new course through the Village of Wauwatosa. Spectators are invited to grab a bier and some frites and watch the pros swoop by through “Frank and Larry’s Turn 1” Bier garden and sprint-worthy straightaways past Café Hollander’s outdoor bar patio for an epic evening criterium of ToAD’s Pro men and women.
The ToAD Kids Race in Wauwatosa has been one of (if not THE) largest free kids bike races in the country. The Café Hollander Tosa Village Classic Kids Race hopes to continue this legacy with kids 12 and under getting to race down State Street with thousands cheering them on. The Kid’s Race will take place between the women’s and men’s professional race series.
Lowlands Lion Two-Day Prime Sprint Competition
Lowlands Group, Ben’s Cycle and Fitness and Central Standard Craft Distillery will be upping the stakes by challenging racers to compete in the Lowlands Lion Prime Two-day Sprint Competition, which takes place at the Thursday and Sunday events. Prime is pronounced “Preem.”
This annual sprint competition acts as a “race within the race,” adding another layer of competition to these already challenging criteriums. Halfway through each of the races in the series (Downer & Tosa), a sprint lap is announced. Riders battle for the finish line as the top three of that sprint lap accrue points. At the end of the two days of racing, the points are totaled and the racers with the most points get paid prime prizes of $6,000 provided by Lowlands, Ben’s and Central Standard.
About the Lowlands Group
Lowlands Group owns and operates eight restaurants in Wisconsin including Buckatabon Tavern & Supper Club, Café Benelux, Centraal Grand Café & Tappery, as well as Café Hollanders located on Downer Avenue, the Village in Wauwatosa, Hilldale in Madison, Mequon and Brookfield. Its European-inspired grand cafés feature from-scratch cooking and an impressive selection of Belgian biers. The company prides itself in its passion for cycling, bringing neighborhoods together and giving back to the community. More information can be found at lowlandsgroup.com.
The group also operates the Lowlands Brewing Collaborative; a celebration of bier culture that brings the world’s best brewers together to create unique biers available exclusively at the Lowlands Grand Cafés. Learn more at lowlandsbrewing.com.