Creativity meets bike ownership
The 2023 Chromag Show 'n' Shine
If you’re part of Whistler’s biking community then you know about the Chromag Show 'n' Shine. For those of you that haven't heard of this event, this year was extra special, marking the local businesses 20th anniversary with a chance to win $1000 for the fanciest Chromag bike, as voted by the public.
The Show 'n' Shine originated around 16 years ago. It wasn't necessarily a brain child but rather, at one of the Toonies, there happened to be a number of shiny Chromag bikes. They all were lined up and the one everyone liked the best won. Even though Chromag was in its infancy at the time, the pride of ownership was already strong. The bikes were extra custom at that point as well - built by hand and painted down in Squamish. The following year, Chromag happened to sponsor the Toonie and decided to hold the first official Show 'n' Shine. Thus, the largest event of the year for Chromag was born.
A rainbow row of hardtail eye candy. And we're just getting started.
Right front and centre is D'Arcy Burke's Surface Ti. Chromag friend and family member D’Arcy, passed away after a courageous battle with cancer in 2020. He lives on in so many ways at Chromag.
This beauty is Charlie's Rootdown. Copper plated with oxidized graphics created by accelerating the process with vinegar, it won the 'staff' category.
A close-up of the handiwork.
Music is a huge part of the Chromag culture and so naturally, the beats were flowing. There's even a jam room at headquarters.
Meet Charlie Parker, named after the famous 1920s saxophone player from Kansas.
International Sales Manager at Chromag, and their first employee ever, Was MC for the evening, Julian Hine. Not only does Julian slay on the mic, he is an incredible DJ (he's at Basscoast right now!) and a rider, dominating many a race, expecially where pedalling is concerned. Julian is also the primary reason there are green bikes and components in Chromag's product lineup. Green is his jam.
"I Love Blue." is the name of this bike.
Blue man is JM Joffe, another Chromag employee. Blue is his favourite color. Every bike is always blue. He recently bought a Tesla, a first at Chromag. Guess what? It is also blue.. and made it into his display.
Look closely. This mystery wasn't solved.
Chromag legend Rebecca Ritz. Rebecca is the Director of Marketing at Chromag and also, Big Boss Ian's wife. She is an exceptional human, photographer, and glue in the Chromag family.
Even more Chromag legends! The staff are huge contributors to the Show 'n' Shine, showing up ready to party and setting example for what can be done with both bikes and displays.
You might recognize the name Claire Buchar, consider that her contributions to the sport of mountain biking are huge. Downhill champion, athlete, coach, artist, Softgoods Product Manager as well as Graphic Designer at Chromag are still just a few of the hats she wears.
Out back, a makeshift track led to entertainment for everyone....
Everyone.
This years winner was a gentlemen named Gio with a stunning cream coloured Rootdown and custom coloured graphics, an obvious fan favourite.
Other sponsors included Coast Mountain Brewing who brought a Chromag collaboration beer called DIG FOR VICTORY (all proceeds go to WORCA), Coastal Culture, NS Billet, and Whistler Cooks on the delicious post ride eats. With 265 riders in the Toonie and over 400 revellers at the après, it's no wonder that a noise complaint all the way from Spring Creek was filed. Is it even a party if the cops don't make an appearance?
Comments
Vik Banerjee
9 months, 2 weeks ago
Great opening photo. Safety 3rd!
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lookseasyfromhere
9 months, 2 weeks ago
No pic of Gio's winning bike?
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Hailey Elise
9 months, 2 weeks ago
No! Huge fail on my part! The displays lured me in.
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lookseasyfromhere
9 months, 2 weeks ago
Gio's bike heavily featured here: https://www.instagram.com/p/CuNVl1tyoaN/
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bishopsmike
9 months, 2 weeks ago
I love it when creativity wins out vs. dollars-spent. Looks like a great party.
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Velocipedestrian
9 months, 2 weeks ago
This looks like such a good time, great photos.
I really like this display
Simple yet hilarious.
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TomM
9 months, 2 weeks ago
Pardon my ignorance but what's a Toonie?
That looks like a great time was had by all. I bet that's a great place to work. My company parties look nothing like that.
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Mammal
9 months, 2 weeks ago
The Toonie is Canada's two-dollar coin, which lent it's name to weekly community bike races in Whistler (pay a Toonie to race). Similar to the local North Shore semi-equivalent "Fiver" races.
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Cam McRae
9 months, 2 weeks ago
The more charming but less catchy name for the same coin was doubloonie.
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danithemechanic
9 months, 2 weeks ago
This is what mtb is all about!
In this life turning point i'm at now, i'm back home with a head full of ideas, but they all share one goal: build something for the community.
Events like this make it easier for me to visualize what i want to achieve and make it comphrensible for the other people.
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Hailey Elise
9 months, 2 weeks ago
Love this! Honestly, Chromag has bikes for the people down. It's in their blood, friendships, livelihood, the list goes on and it's so pure. This event definitely brings the community together.
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dsciulli19
9 months, 2 weeks ago
Oh man my Brown and Orange Rootdown wouldn't have stood a chance. Some beautiful rides there!
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Tremeer023
9 months, 2 weeks ago
I've always wanted to copper plate a frame. I wonder how much weight it adds.
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PowellRiviera
9 months, 2 weeks ago
Oh man. Crazily I was in town for this with my son and our Chromags and I did not attend. Bummed
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Andy Eunson
9 months, 2 weeks ago
I rode by the D’Arcy Burke memorial and bench on Sunday. It’s at Jake Lake. I always take a moment to reflect there. And kill a few mosquitoes in his honour.
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trioofchaos
9 months, 2 weeks ago
Would love to make this event one year! Every day I fight the urge to swap parts off the full sus and have a Primer/Surface duo.
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Lynx .
9 months, 2 weeks ago
Looks like people had a good time, but yup, where's the pic of the winning bike, article doesn't make sense without that TBH. Also, love the shot of all the various colour options, I could live with either the iridescent purple-green, light blue or light green option.
Always see this, can understand it with DJ/Slopestyle riders throwing tricks and wanting lots of room or catching the bar inside, but don't get it with "normal" MTBers. What is that you might ask? Running a super wide bar then holding it inside by an inch/50mm on each side, effectively shortening that bar to something much narrower - WHY? If I'm running a 780 bar, you know where my hands are, right to the outside, because that's your body/minds feeler gauge, places your hands in a place ins space your brain understands and so then knows to be cogniscent off when passing close to objects.
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Hailey Elise
9 months, 2 weeks ago
That was my bad when it came to the winning bike but you don't know it will win until it's over.
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mk.ultra
9 months, 2 weeks ago
Anyone have any comments about Chromag's Fubar OSX bar? It's one of the only handlebars I know of that comes in purple ano, was considering getting one for that reason alone.
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olrustybones
9 months, 2 weeks ago
I've had a couple, they steered my bike just fine. They don't have the backsweep that I'd like these days, but that hasn't kept me from taking it off my bike yet.
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olrustybones
9 months, 2 weeks ago
Soooo anyone want to buy my rootdown?
https://m.pinkbike.com/buysell/3656474/
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