The Riverwest 24, a 24-hour bike races through the Riverwest neighborhood, enters its 8th year and welcomes 1,200 riders and several hundred volunteers. Its popularity has remained at something of a fever pitch despite the only prizes being ice sculptures with hot dogs inside; since the initial race in 2008 open spots have continually increased, and yet have sold out faster and faster.
While some actively choose to race in the race (your name is forever etched on the digital leaderboard afterall), the organizers have always intended it to be more of a giant block party where the true value is not found in winning, but participating in the unique culture, learning about and supporting local businesses, and building a love for fellow neighbors. Every two hours new "bonus" checkpoints open up that take you off your bike and force you to slow down.
Here is a video of the first few opening laps.
Jason McDowell grew up in central Iowa and moved to Milwaukee in 2000 to attend the Milwaukee Institute of Art and Design.
In 2006 he began working with OnMilwaukee as an advertising designer, but has since taken on a variety of rolls as the Creative Director, tackling all kinds of design problems, from digital to print, advertising to branding, icons to programming.
In 2016 he picked up the 414 Digital Star of the Year award.
Most other times he can be found racing bicycles, playing board games, or petting dogs.
