2025 Life Time Big Sugar Gravel

Finish Festival Information

NOTE: As we’ve experienced in prior years, the Big Sugar Gravel Finish Festival will be held alongside the Bentonville Farmers Market. We have had success with this model in the past and want to make sure all brands are aware of the overlapping activations. Only Big Sugar sponsors will be activating within our Finish Festival area.

PRE-EVENT LOAD-IN

Option 1: Life Time Transport of Items from the Expo
If space allows, this is the preferred method for Finish Festival load-in. Life Time will transport sponsor materials from the Expo to the Finish Festival via truck. Sponsor will pack their materials at the Expo on Friday evening and then Life Time will move those materials on behalf of Sponsors to the Bentonville Square. Materials will be available for set-up in the Bentonville Square Saturday (10/18) morning.

Sponsors must stay with their materials at the Expo until they are loaded onto the Big Sugar Gravel truck at The Momentary.  Sponsors must indicate that they’d like to utilize the Big Sugar Gravel truck on the reservation form and must be pre-approved based on truck space availability. The truck will be unloaded in Bentonville Square around 7 AM on Saturday (10/18).

Life Time is not responsible for lost, damaged or stolen materials.

Option 2: Vehicle Load-in + Vehicle Access
If you have a confirmed vehicle on display at the Finish Festival, you must load this vehicle into the Bentonville Square on Friday (10/17) evening. There is no vehicle access to the Bentonville Square on Saturday morning. If you drop off your vehicle and/or any activation materials on Friday evening during the load-in window, assets must be tidy within your booth space. Tents should be opened, lowered, and weighted, with any assets included underneath them. Vehicles should be parked for display. The race start will occur in this area on Saturday morning, so it is important that your space is neat and presentable, even if not yet set for your activation.

Option 3: Hand Carry Items into Bentonville Square
This option applies to sponsors who are able to hand carry their booth materials into Bentonville Square on Saturday (10/18) morning. There is no vehicle access to the Bentonville Square on Saturday morning. Brands will need to park their vehicles outside of the Finish Festival area and hand carry items to their designated booth spaces.

For all load-in methods, tents and activations must be set up and ‘race ready’ by 10:00 AM on race morning.

POST-EVENT LOAD-OUT

• Move out of the Finish Festival will begin at 6:30 PM. All sponsors must remain open and active until 6:30 PM. 
• During move out, vehicle access will be restricted based on the number of vehicles entering and exiting the Festival area. Vehicles may not block other sponsors or official race vehicles. Any abandoned vehicles will be towed at the owner’s expense. 
• All discarded materials must be picked up, bagged and placed along the curb or within provided trash/recycling receptacles. 

Option 1: Hand Carry
This option applies to sponsors who are able to hand carry their booth materials out of the Bentonville Square on Saturday (10/18) evening. These brands will park their vehicles outside of the Finish Festival area and hand carry items from their booth to their vehicle.

Option 2: Load-Out via Vehicle
If you have a confirmed vehicle on display at the Finish Festival, you must load this vehicle out of the Bentonville Square on Saturday (10/18) evening. This option also allows brands to drive a vehicle into the expo, when access is permitted, to load items from their booth directly into their vehicle.

Option 3: Outbound Shipping
If you have requested Outbound (post-event) Shipping via your Event Hub expo registration, please select this option. Sponsor will be responsible for packing and palletizing all materials, adhering shipping labels, and providing a copy of applicable BOLs or shipping paperwork to Life Time prior to departing the event. If you do not have access to a printer, please let us know. Life Time will transport materials back to our warehouse space via truck, to be later picked up via Sponsor-coordinated efforts. Your account manager will confirm approval for this request and provide additional instructions.

BOOTH ASSIGNMENT
Life Time will assign booth spaces to sponsors based on contract requirements and the products being displayed. Final assignments will be sent to sponsors prior to the Finish Festival. Given space limitations of this venue, smaller booth sizes than contracted allocations may be required. We will advise if we are not able to accommodate your requested booth size provided in the form below.

BOOTH SET UP & RESTRICTIONS
Sponsor’s materials must fit within the booth space and may not obstruct walkways, general view and other sponsors. No handouts or flyers may be passed out or posted outside of the assigned space. This will be strictly enforced. Any special tent construction must be submitted for prior approval. Subletting of space is strictly prohibited. Sponsors may not use space for any other reason without prior written approval. Vehicles are not permitted as part of a booth unless pre-approved by Life Time. This is an outdoor event so all tents must be weighted at all times.

INCIDENTALS
Sponsors are responsible for all activation materials including equipment, supplies, parking, etc. Power may be accessible if requested in advance. Please describe your power needs within the form below. Tables, chairs and tent weights are available based on inventory. Please quantify your needs for these items within the form below. Ice is available for Sponsors to purchase at the Walmart located adjacent to the finish line in Bentonville Square.

FOOD & BEVERAGE
Sponsors are not permitted to sell, serve or distribute any food or drink without prior approval from race management. Health Department documents and a $5 fee per day will apply.

PRODUCTS & MATERIALS
Products with the event logo, name, etc. may not be sold, displayed or distributed without prior written approval. Management reserves the right to restrict and remove any product it deems objectionable (includes products, persons, objects, conduct, etc.) for health, safety or other reasons.

PARKING

Parking is available at the Walmart Parking Structure which has vehicle access off of NW A St. The ground and first floor levels are reserved for the neighboring church, and the higher floors are open to the public. Additionally, street parking is located throughout Bentonville, but please be sure to respect posted signs, businesses, and residents.

FIRE, SAFETY & HEALTH REGULATIONS

Sponsors agree to comply with local, city and state laws, ordinances and regulations. Sponsors are responsible for all fire precautions.