So often lately, it seems that we around Madison hear people complaining about cyclists on the Ironman bike course. It was refreshing, then, to meet a local businessman who is genuinely enthusiastic about having the race in town.
I happened into the House of Wisconsin Cheese on State Street this weekend and the owner had some old race highlight videos playing in the store. As I stopped to watch, the owner immediately struck up a conversation with me. The amount of support he shows to the athletes is outstanding.
So, if you’re looking for a souvenir or gift for the folks back home, stop by this guy’s shop. (On State Street, less than a block from the Capitol. (near the start of the underpants run)) Its really a cool little shop. Its nice to have someone appreciate us, so lets appreciate him in return.
Hey, anyplace that sells “cheese gadgets” and little red tractors made out of cheese is okay in my book. Looks like a fun place. I’m just volunteering, but I’ll definitely check it out. Hey, I guess that means I can eat pre-race cheese to my heart’s content, and not have to worry about it affecting my (non-existent) race. Score! Thanks for sharing the info.
A couple fellow flatlanders and I have debated this topic a lot since we had a lot of time in the car between Madison and Chicago on more occations then my fiance was really happy about.
The conclusion we came to based on our last hand knowledge and being part of the problem was this;
People out in the rural areas that make up the course are not too happy about the fact that they have to slow down wait or look out for riders because the increase in riders over the last few years. I’d assume that either the occupation of choice or getting away from groups of people is the reason they live in the area anyway. Understandable. I grew up in the middle of no where and I understand why they’d be a little put off by everything that has changed. And from earlier stories of bad behaviour by people littering and relieving themselves on private property I’d be pissed about that to no matter what the “reason” was.
The people/businesses in Madison and the towns that everyone from out of town, eats sleeps and spends money in we assumed are like the cheese guy on state street. People are captive for several days leading up to the race and don’t have much to do except spend money. Then a lot of people come into town just to watch the race, and while you’r waiting for your perticular athlete people in towns are spending money.
I know prior to 2002 I had been to Madison once while in school thought it was cool but had no real reason to come back. I had never heard of Verona, Black Earth, Mt. Horeb, Cross Planes or any other little town that is along the bike course. Now I’ve personally rented 8 hotels rooms in either Mt. Horeb, Madison or Verona eaten a couple dozen meals, purchesed cases of water and gatorade, and filled my car up with gas at least 6 times in one of these places since Ironman came to town.
The sales that the business people make and the tax revenue that the county and cities make should off set a lot of fees that each would have to charge residents otherwise. But people don’t see that as easily as they do a guy in tight shorts on a fancy bike causing them to have to slow down on a road that they can’t see over the next hill or around the corner to prevent a head on.
I/we could be all wet on this and as I said it’s our opinion.
In my mind, what distinguishes the Cheese Guy from the rest of the businesses who benefit from the race is the fact that he is genuinely excited about the race and the sport.
Last year as I was walking up State St to the finish, late, late in the night, Jeff was outside his shop cheering me and the other stragglers on. And he stayed out there after midnight for those who wouldn’t quit.
