EVENTS
‘EVERYONE LOVES A FESTIVAL’
Almost 20 years after its fi rst iteration, Si Paton resurrected the Malverns Classic event in 2018. Here’s how the festival showcases the very best of the MTB lifestyle
What is the history of Malverns Classic, and what makes the event unique? The Malverns Classic first ran from 1989 to 1999 and was the first festival to ever be held at Eastnor Deer Park, the spiritual home of the festival at the base of the Malvern Hills. After 11 years at the helm as event director to British Cycling’s National Downhill Mountain Bike Series, it was time for a new direction for me. A lengthy phone call developed with Clive Gosling, CSG marketing director who at the time was sponsoring the downhill series with GT. He said ‘why don’t you bring back the Malverns, everyone loves a festival right? Plus the cycling industry is crying out for something like this and we will support you from day one.’ Clive also connected me with Jay Hardy (Malverns Classic 1989 - 1999) to get his seal of approval and advice, then within a week the sponsorship funds were in the bank and we announced the 2018 GT Bicycles Malverns Classic. Uniqueness? First and utmost for us is to put the customer first, be that the festival attendee right through to the trade.
32 | June 2023
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