Maverick Classic and Beer Fest Draws Hundreds of Cyclists to Grand Junction

Annual cycling event boosts local economy through sports tourism and community engagement

Mar. 30, 2026 at 3:21am

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An abstract, expressionist painting in neon colors depicting the dynamic motion and energy of a cycling race, with blurred figures and shapes representing the athletes and spectators.The Maverick Classic's high-energy cycling races and lively beer festival create a vibrant sports tourism experience that boosts Grand Junction's local economy.Grand Junction Today

The annual Maverick Classic and Beer Fest in Grand Junction, Colorado, drew hundreds of cyclists and thousands of spectators, showcasing how the city has leveraged sports events to drive economic growth and community engagement. The event, which features criterium races downtown and road races in nearby Whitewater, generated significant revenue through beer festival ticket sales, with proceeds benefiting the Colorado Mesa University cycling team. The success of the event has led to Grand Junction being selected to host the 2027 USA Cycling Collegiate Road National Championships, further solidifying the city's reputation as a premier cycling destination.

Why it matters

The Maverick Classic demonstrates how sports tourism can be a powerful economic driver for communities. By hosting athletic events that appeal to both participants and spectators, Grand Junction has been able to activate its downtown spaces, support local businesses, and reinvest event revenue back into the community. This model serves as a blueprint for other cities looking to leverage their unique assets and natural landscapes to attract sports-focused visitors.

The details

The Maverick Classic features criterium races in downtown Grand Junction and road races in the nearby town of Whitewater. This year, the event drew over 500 beer fest ticket sales, with proceeds directly benefiting the Colorado Mesa University cycling team. The beer festival, which started as a solution to mitigate parking concerns, has evolved into a major attraction, growing from 6-7 breweries in 2022 to 10-15 this year. This demonstrates Grand Junction's proactive approach to problem-solving and enhancing the spectator experience.

  • The Maverick Classic and Beer Fest took place this past weekend (March 28-29, 2026).
  • The USA Cycling Collegiate Road National Championships will be held in Grand Junction in 2027.

The players

Ben Snyder

Executive Director of the Grand Junction Sports Commission.

Colorado Mesa University (CMU) cycling team

The CMU cycling team secured victories in both the Saturday and Sunday races at the Maverick Classic, showcasing the talent and dedication of local athletes.

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What they’re saying

“The Maverick Classic generates a significant economic impact. Over 500 beer fest tickets were sold, with proceeds directly benefiting Colorado Mesa University (CMU) cycling.”

— Ben Snyder, Executive Director of the Grand Junction Sports Commission

What’s next

Grand Junction has been selected to host the USA Cycling Collegiate Road National Championships in 2027, which is expected to draw approximately 500 riders from across the country. The event will utilize a multi-location format, with time trials in Fruita, road races in Palisade, and the criterium race returning to downtown Grand Junction.

The takeaway

The success of the Maverick Classic and the upcoming national championships highlight the growing importance of sports tourism in Western Colorado. By investing in infrastructure, fostering strong partnerships, and prioritizing the visitor experience, Grand Junction has positioned itself as a premier cycling destination, driving economic growth and community engagement.