Pro-Cyclers Racing in Shorewood Thursday

Competitive cycling is coming to the village Thursday when the Shorewood Criterium Cycling Classic will traverse the village, arousing the familiar sounds of applause and cowbells, clinking glasses and whirring tires. 

This will be the criterium’s eighth year, and its second year serving as the opening act for the Pro-Am Cycling Series known as the Tour of America’s Dairyland (ToAD).

“It has become a true community event.” Jim Plaisted, Shorewood Business Improvement District executive director, said. “Hundreds of people will line the business district.”

The veteran pro-cyclers in the Shorewood race have come to expect a level of fan excitement not easily matched elsewhere.

“They have lawn parties and barbeques, there’s cheering and cowbells, and they really embrace the event,” Lisa Downey, ToAD communications manager, said.

The 1.4-mile course goes through the business district and residential streets. Shorewood police will close down busy streets for the event.

“Anytime you close a major street, you know it’s a major event,” Plaisted said.

The women's race will start at 5 p.m. and the men's race at 6:30 p.m., both an hour long. There will also be a race for children aged 3 to 7 at 6 p.m.

In addition to the audience energy, the Shorewood race is unique due to the week of activities leading up to the race, organized by the business improvement district.

For their “Tour de Shops” event, village officials mailed passports to over 7,000 households, encouraging residents to get them stamped at various local businesses. Residents who mail them back with stamps will be entered to win various prizes. For six stamps, residents can win a Spa Package from The Establishment Salon; for 12 stamps, a photo shoot and wall portrait from Gloss Photography Studios; for 22 stamps, two round-trip airline tickets.

Participating businesses have posted American flags in their storefronts. Downey said their participation helps hype up the event.

“It’s really lent to the excitement because, living in Shorewood, a lot of residents make the bike race a destination event. They put it on the calendar, they know  they’re going to come out,” Downey said. “But then there’s also some who may be new to the sport. It has a little more of a mysterious nature to it-- they’re just going around in circles; it’s like what’s the big deal? But if you’re seeing the flags it gets you thinking, I wanna check this out, I don’t want to miss it!”

The Shorewood Criterium is sponsored by Dr. Tim Hart D.D.S., Dr. Jesse Smith D.D.S. and Rainbow Jersey. However, the Tour of America’s Dairyland is sponsored by the Wisconsin Milk Marketing Board, so residents and athletes will notice free chocolate milk samples situated along the route.

Downey said chocolate milk is an effective recovery drink for athletes, replenishing nutrients after exercise.

The tour includes ten days of racing in southeastern Wisconsin after Shorewood’s kick-off. The full schedule is here.