Peaty, Luca and Santa Cruz Bikes - Dealer Days at Highland Bike Park 2

Fun should always be the goal when it comes to bicycles. The continual mastery of this concept is best championed by Seb Kemp of Santa Cruz Bicycles, from whom we received an invitation to go hang out at Highland Mountain Bike Park in New Hampshire in late September. He said it was going to be a fun, casual gathering put on by Santa Cruz, and that Steve Peat and Luca Shaw would be in attendance along with the Northeast dealers of the NorCal brand. Never ones to pass on a day of hanging out with friends on bikes, we provided a digital high-five for confirmation of attendance.

Rolling into the parking lot, there were already rows of vans, pop-up tents, and a big ol’ Sprinter Van with “Santa Cruz” vinyl markings parked in front of the lodge, serving up hot caffeinated beverages. JP, the SC rep from Quebec was the man on duty waking up the excited-but-it’s-still-a-Monday attendees. The familiar and new faces got acquainted over the steaming cups, stoke was on high. With Steve and Luca milling about, the morning vibe had a very official-but-casual feel; it’s always a curious sight to see such prominent industry figureheads outside of familiar contexts.

Steve Peat in audio

With the sun creeping over the hill and a beautiful day upon the eager faces, the lift got turning at 10 am sharp, with bikes and bodies immediately packing the chairs. The SC demo fleet was present for the taking, Lance Trappe [of trials and Vegas fame!] looking after the fresh rigs. With around 130 people in attendance for the invited day of riding, the lift line was always a short bustle of stoke, with different groups ebbing and flowing through; people only stopping to grab water or swap out bikes. The Syndicate gents were grabbing laps with whoever wanted to join, the group being led out by Kevin Sweeny, one of HMBP’s trail builders and someone who wears a permanent smile. He was the perfect guide for the group, ushering all those willing into the big lines and showing everyone what it means to shred!

Luca Shaw in audio

Various jam sessions took place, most notably a mid-day impromptu jump jam the infamous Tombstone drop and step-up. Riders were ticking off “firsts”, with several of the women hitting the drop for new personal-bests, and a handful of the guys doing the same with the whole line! Kevin put on his own clinic, with Steve and Luca swinging out whips like only they know how. Steve had one hang out a little longer than intended, the consequences of which left a phone looking like a potato chip and one elbow turning into two. Sheffield Steel lives up the nickname, he’s one tough dude!

Most impressively, the guys who could be considered the ones “doing the admin” for the event were the ones shredding the absolute hardest; Santa Cruz employees Seb, Garen, Jorge, and dealer helpers Mike, Paul, and Matt were taking hot laps and sending everything possible. To say that they all “walk the talk” would be an understatement. If ever there needed to be proof of people who live what they sell, it’s this group of people. While it’s easy to knock big brands and [wrongly] attribute a corporate attitude to them, this gathering is a perfect example to dissuade that sort of chatter. Seb and Garen were the first to say that yes, this was a gesture of goodwill and thanks to the people who represent the brand, but in the end, it was really just a great excuse for a working holiday, because lest we forget why we are all in this line of work!

Seb Kemp and Garen Becker in audio

The day of catching up with friends was an excellent kick-off to the off-season, and it was also a cool insight regarding the brand-to-dealer relationship that many of us forget about as consumers. We are used to attending press camps, product launches, and more formal gatherings with intentions, so it was a lovely reprieve from the usual, as this invite was simply just to spend time with friends and enjoy the fruits of our labors. 

Mark Hayes, Owner of Highland, in audio