In the first part of this series, Michael Aisner shared many fond and exciting memories from the old Coors Classic days. He also alluded to a number of important business lessons that can be learned from the success of that event. In fact, many of the innovative marketing approaches, organization-building tactics and operating methods that the “Classic” pioneered may be increasingly relevant today – as more and more American racing events struggle to achieve stability and profitability. In this article, we talk in more detail with Aisner about some of these key recommendations for stabilizing and revitalizing American cycling today. Aisner firmly believes that cycling must be viewed as part of the broader entertainment business, and that sports are therefore in constant competition against all other forms of entertainment. There are now thousands of cable, satellite, and online...