‘An Important Pillar’
El Tour de Tucson Helps Brand Cycling City
By Dave Perry
El Tour de Tucson is at once a spinning celebration of cycling, of Tucson’s appeal as a world-class place to pedal, and as an economic driver.
When it rolls through town Nov. 22, the 42nd El Tour may attract nearly 11,000 cyclists from every state and 23 countries. Cyclist counts were 7,500 in 2022, 8,744 in 2023, and 9,600 in 2024. In 2019 – the COVID year? An estimated 5,000.
“It’s a considerable increase, for a whole host of reasons,” said TJ Juskiewicz, executive director at El Tour since 2024.
Visit Tucson’s economic impact calculator, labeled a “very conservative” tool by Nick Pazzi, Visit Tucson’s director of sports, shows El Tour generated $1.5 million in direct business sales in 2024. Add another $1 million in indirect spending, and it’s clear El Tour puts wheels on roads, heads in beds, and foodies in restaurants.
“El Tour had gone through peaks and valleys,” said Juskiewicz, who knows that the event’s growth brings challenges. “The footprint has just been greatly expanded.”
The Tucson Convention Center has worked well for El Tour starts and finishes. But, said Juskiewicz, “We were just bursting at the seams.”
El Tour has pushed beyond those seams this year, creating a post-ride party in the TCC parking lot. “A great experience is super important,” Juskiewicz said.
This year’s 5-day Prologue, “the equivalent of a fantasy camp for cyclists,” features “the who’s who of cycling,” to include Tour de France and champion cyclists.
“People get to break bread with them, go on a ride with them, talk to them,” Juskiewicz said. “A handful get to ride with these legends, then they all go and do El Tour.”
When they do El Tour, they’re supported by El Tour’s six year-round employees, an event-week core team of 100, close to 1,500 volunteers, and 500 police officers on the big day.
“You’re talking several thousand people behind the scenes making sure it’s a safe and enjoyable ride,” Juskiewicz said.
Ralph Phillips, longtime owner of Fair Wheel Bicycles, said he is honored and humbled to be El Tour’s 2025 Dedication recipient. He is a former top-3 El Tour finisher and proud founder of The Shootout, Saturday morning rides across Tucson that draw hundreds of cyclists.
At 75, Phillips said he is “slowing down” to four rides a week. “I really do believe the more active you are, the better off you are in your older age,” he said. “It makes it easier.”
“Tucson is a big cycling community,” Phillips said. “El Tour has helped it grow and become that.”
El Tour, and cycling in Tucson, have been featured and recognized in national publications, Pazzi said. Social media influencers and travel writers tell their stories about El Tour and Tucson.
“It’s the kind of marketing that’s almost priceless,” he said.
Felipe Garcia, president and CEO of Visit Tucson, said cycling is “an important pillar” in promoting the destination.
“TJ has done a great job lifting the profile of El Tour de Tucson,” Garcia said. In turn, Juskiewicz said Garcia “gets the vision of what we’re trying to do, to promote Tucson not only for cycling,” but for all the rest it offers.
“When it comes to organizing a cycling event, the guy definitely knows what he’s doing,” Pazzi said of Juskiewicz.
More than 120 nonprofit teams are raising big money in the 2025 El Tour. The nonprofit Bikes for Change is this year’s primary beneficiary. Through El Tour, Rotary International − the “off-the-charts” example − has harvested more than $75 million for charitable giving over 30 years.
“Even a small nonprofit can raise $5,000,” said Juskiewicz. “It’s something I’m extremely proud of. A lot of them are riding for a good cause.”
El Tour cyclists might ride to honor a lost family member, to celebrate a cancer survivor, or to train for good health. “There are a lot of great stories out there,” Juskiewicz said. “El Tour serves a really great purpose.”
El Tour “makes cycling part of the community,” said Phillips. “Everybody in Tucson has done it or has a sister or brother or uncle who’s done it. It unites the whole community behind cycling.”
“We want the community to embrace the event, and make sure everyone feels welcome,” Pazzi said. “We want them to say, ‘Wow, what a great community.’”
“We hope it goes on for at least 42 more years,” Juskiewicz said.
Photo by Kathleen Dreier
