Cycle Up Your Business with Grand Prix Excitement
June 24, 2026
Annual Northbrook Grand Prix rolls into town July 23
For the fifth straight year, Downtown Northbrook will host an exciting day of bike races for all ages as the Northbrook Grand Prix attracts hundreds of competitors and fans to the community. With some advance planning, local businesses can attract new visitors and also keep longtime customers happy throughout the days’ events.
Grand Prix Quick Facts
Event Description: Part of the Chicago Grit race series, the Northbrook Grand Prix features races for escalating skill levels throughout the day. Spectators gather on sidewalks and in the park to watch professional cyclists whiz through the course at speeds up to 40 mph. The afternoon also includes a family-friendly “Ride the Course” event at 4:00 p.m., attracting local bikers of all ages to be part of the fun.
Date/Time: Thursday July 23, 10:30 a.m. - 8:00 p.m.
Location: The 2026 Grand Prix will follow the same course as previous years, a 1.1 mile loop around Village Green Park. Sections of Shermer Road, Meadow Road, Walters Avenue and Church Street will be closed to vehicle traffic on July 23 from 5:00 a.m. to the end of the last race around 8:00 p.m.
Getting Your Business - and Your Customers - Ready for Race Day
Area businesses should prepare for the event with a two-pronged approach: attracting the attention of visitors while minimizing challenges to regular customers. A little advance planning and clear communication will help on both fronts.
Promotion Ideas: Creating race-day promotions can attract cyclists, visiting race fans, and residents who are checking out the event. Even a minimal investment can make your business stand out! Here are some ideas for retail and restaurant strategies:
- Race day discounts for customers who visit your store on the day of the race.
- Branded giveaways for visitors - water bottles, sunglasses, noisemakers (cowbells are a race favorite!)
- Bike-themed window displays
- Special race-day menus with themed dishes and drinks (e.g., Sprint Salad, Grand Prix Pizza, Cyclist Smoothie).
- Family-friendly activities - face painting, balloon animals, photo stations, bike decoration supplies
Use your existing platforms - social media, email marketing, text messages - to spread the word about your promotions during the week before the race. Tag @northbrookgrandprix, @northbrookchamber, and @finditinnorthbrook to extend the reach of your posts. Chamber members can post promotions as Exclusive Offers on northbrookchamber.org. Local specials can also be featured on finditinnorthbrook.com - contact Carolyn Gessner for more information.
Smoothing the Way for Existing Customers: Your promotional outreach is also an opportunity to let existing customers know about how the race might affect their usual ways of getting to you. If road closures will impact your street parking, suggest other options like nearby parking lots, rear entrances, or delivery. Being proactive and positive in your communications will go a long way to reduce stress and encourage everyone to see the benefits of this fun community event.