The Riva del Garda Bike Festival creates real experiences, and has been doing so for thirty years – Uli Stanciu
We retrace with the German journalist the growth of the event which in three decades has managed to combine an extraordinary exhibition area with an agenda of unique collateral events. A chat about producers, end consumers, sector trends and future visions.
Source: press release

In the mid-90s the wind of a discipline was blowing powerfully throughout Europe which in a decade had already rewritten the parameters of the outdoor world: mountain biking. Among the nations driving the new phenomenon, Germany played an important role, a country that has always found Garda Trentino to be an ideal holiday destination for its citizens. And on the basis of these two elements, namely a strong attraction for mountain biking and a welcoming area, Uli Stanciu had the intuition to create an event capable of catalyzing the attention of hundreds of producers in the cycling sector and those of an audience of young people bikers eager to discover the season's new features and at the same time try them out and test them in the field. This is how the Bike Festival was born, the event that for 30 years (and always on the first weekend of May) has attracted thousands of enthusiasts from all over Europe to Riva del Garda.

We met Uli Stanciu to rewind the tape and ask him about the genesis of an event that has become a permanent fixture for the entire off-road sector.
How did the idea of organizing a bicycle festival on Lake Garda come about?
The basic idea came from Bike Magazine of which I was director, a magazine that despite its young age - it was only four years old at the time - was already the point of reference for the German mtb movement. That was a time of a huge wave of innovation: I remember there were so many new products that our testing department could barely get through them all. At the same time, we perceived a growing demand for information: there were around 50 bicycle brands on the market with 170 models of various types to choose from. And this is how the idea of inviting producers and readers to a dedicated festival was born.

What was your vision?
We wanted an expo where companies could display their products to the public. And we wanted to do it outdoors and not in a pavilion, so that people had the opportunity to rent and try the bikes firsthand. The first step was to communicate my idea to the companies, who were enthusiastic right away: they knew that this would create a direct connection with the end user that didn't exist before.
Before the Bike Festival there were no similar events, how long did it take to create it?
I started working on it in mid-1993. But ten years earlier, when I was editor-in-chief of Surf magazine, I had already organized a surf festival on Lake Garda that attracted 2.500 people in a single day. While in surfing you depend on the wind, I realized that in cycling there are no meteorological constraints: even when it rains, our program works. The number of visitors to the first Bike Festival was 4.000 people, an encouraging number that made us understand the potential of the event: today over 60.000 people participate in the Bike Festival.

An enormous logistical effort…
… and that's why we soon structured ourselves with the help of external professionals. I remember that in the first year of the Bike Festival I was in charge of contacting the companies, whereas today it would be unimaginable.
What else helped you?
The excellent relationships with the people of Lake Garda. Thanks to windsurfing, I met Paolo Zontini, a hotelier from Riva del Garda. He helped me with all the on-site logistics, from licenses and permits to finding an optimal location, and much more. I am very grateful to him for having taken this path with me, and I like to say: I had a vision and a lot of ideas and Paolo managed to materialize everything I proposed.
When you look back at the last 30 years, what comes to mind?
That we have continuously grown and developed, managing to adapt to innovations. E-MTBs, for example, have opened up a whole new audience to us, and the electric bike has been integrated into the program. And then the new gravel trend, a bike that broadens the choice of visitors.

Is today's Bike Festival how you imagined it at the time?
Of course I couldn't predict what would happen in 30 years, but my intention was always to create something that would last over time, as well as real experiences to live, and we succeeded! Visitors have loved the Bike Festival from the beginning, with its events, competitions and shows. And where else could you have the chance to meet and talk to stars like Hans Rey or Karl Platt? Even today, the best thing for me is when I look at people, I see how radiant they are and I realize that the Bike Festival and the experiences it offers make life richer.
Why did you choose to organize the Bike Festival on Lake Garda? And why in the first weekend of May?
Purchasing decisions are made early in the year, so we needed to find a date that was ahead of the season. Winter was not an option, nor were southern Germany and the Alps, because the event would take place outdoors and there was still too much snow. There were two other considerations: first, we wanted a region we were familiar with, and second, we were looking for a bridge day where people could plan a long weekend. Lake Garda at the beginning of May was and still is the ideal combination of all these factors.

What are the 3 biggest success aspects of the Bike Festival?
I would start from the numerous events organized around the actual fair, such as the marathon and the enduro race. To this we add the climate of enthusiasm that we breathe every year and which still strikes me at every edition. And finally the characters and stars of our sector who take part in it.
What has changed over the years?
At first the festival was attended almost exclusively by Bike magazine readers from Germany, Austria and Switzerland, but now we have become more international. In particular, we have a lot of participation from all over Italy, but when you walk through the aisles of the stands you hear all the languages spoken. We also moved away from guided tours. Initially, the guides accompanied groups of 20, 25 participants, but today this is no longer the case. On the one hand, people know about Lake Garda and tours, on the other hand there is now GPS data on the Internet, navigation devices and more.
Has the audience changed?
In part yes. The percentage of women, for example, has increased significantly, and to our great satisfaction. Furthermore, we find many young families, and in fact we have encouraged the presence of this public by starting the pump track for children and the Scott Junior Trophy. Finally, as I have already said, with the advent of eMTBs, a new clientele has emerged who did not know the world of cycling as a hiking tool, and who now represent an important voice in the public who frequents the mountains. Overall, the Bike Festival crowd is a truly wonderful mix.

Have you encountered any difficulties?
In 30 years of activity there have also been difficult phases, for example at the beginning of the XNUMXs the Bike Festival risked becoming too niche an event. And it was in those weeks that I understood that closing myself in a bubble would have been a mistake, while it was important to address all bikers and not discourage anyone. At the time I expressed my opinion clearly and luckily things went well, also thanks to the corrections made in progress.
What are the highlights of the XNUMXth anniversary edition?
No one knows the region and the locals better than the current organiser, Garda Dolomiti, and in this way we can get the best out of the area where the festival takes place and offer a truly complete experience. As usual, the next edition will also feature numerous exhibitors and events of all kinds. Naturally, the focus will not deviate from off-road cycling, but space will also be given to important aspects such as sustainability and accessibility. There will also be some standout events which will, of course, be revealed in due course. In any case, I can already promise that Bike Festival Riva del Garda 2024 will surprise us once again.
Information on the official website www.bikefestivalriva.com
