Colorado — and America — is a cemetery for pro-cycling races, many withering away after failed attempts at financial stability.

But a group of Coloradans is attempting something never done before that may keep their race’s heart beating for decades to come: charging for entry.

“Our goal is sustainability and to achieve that, we need to change the sport of cycling by charging an admission fee,” said David Koff, CEO of RPM Events Group, which is organizing the Colorado Classic stage race in August. “It’s time for professional cycling to move in the direction of financial success in the United States.”

The free nature of cycling has been the bane of bike racing across the globe. Pick a spot on the road and cheer as the world’s top athletes speed past a few feet away. While that accessibility has been one of the big draws, the lack of spectator spending puts a lot of financial weight on the shoulders of sponsors, private investors, VIPs and towns that host races.

The Colorado Classic, which will be held Aug. 10-13, will stick to the traditional racing model for its first two stages in Colorado Springs and Breckenridge. But in Denver, the accompanying Velorama Colorado festival will act as a ticketed hub for the race’s start and finish in the River North Art District.

Read full story at The Denver Post.

A rendering of Velorama Colorado’s festival grounds. The August 11-13 event will be set in Denver’s River North neighborhood at the Rockies’ Parking Lot B. (Provided by RPM Events Group via The Denver Post)

A rendering of Velorama Colorado’s festival grounds. The August 11-13 event will be set in Denver’s River North neighborhood at the Rockies’ Parking Lot B. (Provided by RPM Events Group via The Denver Post)