Survival Tour cyclists visit Sheffield during charity ride to highlight plight of arts industry

The group of industry stalwarts are currently on a fundraising journey across the country – dubbed ‘The Survival Tour’ – to raise awareness of the devastating impact the Covid-19 pandemic is having on those in the events and entertainment business.

They are aiming to cover up to 125km per day to raise funds for Backup, #WeMakeEvents’ chosen charity, and were in Sheffield yesterday, October 7.

During their visit, they stopped off at venues that play a vital role in hosting the city’s events including the FlyDSA Arena, Lyceum Theatre, and Hillsborough Park where Tramlines Festival is held.

Showings its support on Twitter, the FlyDSA arena said: “50 venues & festival sites - a mind blowing 1500km - a warm (sorry about the rain) #Sheffield welcome & safe onward travels to #TheSurvivalTour cycle team undertaking this amazing challenge.”

All the cyclists have established careers in the events industry having worked with the likes of Coldplay, The Rolling Stones, Taylor Swift, Roger Waters, Florence and The Machine and Mumford and Sons.

Heading up the initiative are Steve Reynolds and Loud Sound colleague Mike Trasmundi along with Mark Ward, Harry Ford and Tyler Cole-Holmes of Proper Productions.

Mr Reynolds said the group felt the need to do something to raise awareness of the “impending collapse” of the sector, not only to the public but the government as well.

He said: “The thought of how the people and companies in industry we all love and work in is being decimated will motivate us across the miles.”

The group will check off over 50 UK venues and festival sites during the 15-day cycling tour, many of which have stood empty since the coronavirus lockdown began.

Members of the public are being encouraged to ride with the professionals or join them at a venue as they travel from Newcastle to London.

More than £18,500 has been raised so far through The Survival Tour initiative, to donate click here.

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