By Jason McDowell Creative Director Published May 29, 2020 at 12:54 PM

After holding on to hope that conditions would improve enough to safely gather by the end of the summer, the organizers of the Tour of America's Dairyland (ToAD) have decided to cancel the event with hopes of returning to a healthy 2021.

According to their press release, "with great regret and disappointment, ToAD partners, staff, host cities and series sponsors have made the difficult decision to postpone the 12th edition of Tour of America’s Dairyland presented by Kwik Trip.

"Riders who took advantage of early online registration will be offered the option of a credit for next year or a refund if they so choose."

Riding bikes outside, in fresh air, and given appropriate spacing is among the safer social distancing activities one can do in this pandemic, but organized sports like ToAD removes that distance for the competitors packed into tight pelotons and crowds of spectators alike. (Plus, adding volunteer host-housing to this further compounds the problem).

Organizers had initially hoped to postpone the event by a month, to July and early August, but positive COVID-19 cases continue to rise.

"While Wisconsin has slowly started to re-open, our collective ability to determine how to keep our generous series sponsors, amazing racers, dedicated staff, and loyal fans healthy and safe as [the COVID-19 situation] evolves remains incredibly uncertain."

The new plan is to resume the series next year with dates reset to the normally expected time frame, between June 17-27, 2021.

"ToAD has built our reputation and success the past 11 years by delivering world class bike racing and outstanding community celebrations, and we promise to build upon that success into the future.

Until then, we will stay in touch via our social media feeds and virtual challenges. We wish you a safe and healthy summer and hope you make the most of this time to enjoy your favorite bike rides with family and friends (at a socially acceptable distance). And, of course, we cannot wait to see you at ToAD 2021."

Jason McDowell Creative Director

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.