GLENDALE — A lack of funds, not a lack of love, doomed what would have been the 26th annual Love Ride.
Organizers of one of the largest one-day motorcycle charity events in the world announced Thursday that it had been canceled due to poor ticket sales and other financial worries.
“The numbers were scary dismal to where we thought, ‘Gee, this thing is going to bomb,’” said Oliver Shokouh, Love Ride founder and the owner of Glendale Harley-Davidson, which organizes the ride.
Company officials canceled the event when pre-registration numbers were about one-third less than the event’s previously lowest turnout. The event typically raises more than $1 million, organizers said.
“I’ve talked to other people involved in charitable events, and typically they’re down on average by 50%, it seems like,” Shokouh said. “Charities have gone away from people’s hearts right now, and they’re really just fighting for survival.”
The Love Ride was started in 1984 as a fundraising event for the Muscular Dystrophy Assn. and had grown to benefit more than a dozen children’s charities.
A spokeswoman for the association said she was saddened by the cancellation, pointing out that funds raised by the Love Ride helped fund services and research for clients in the Los Angeles area.
“There’s no doubt that these are challenging times for [the association] and nonprofits alike,” said Roxan Triolo Olivas, national public relations manager for the association. “As a nonprofit we are accustomed to operating on a tight budget, and we will continue to work on new efforts to generate income.”
Instead of a ride that closes much of South Brand Boulevard, Shokouh arranged an autograph session with actor Peter Fonda and a free movie screening to commemorate the 40th anniversary of “Easy Rider.” The event is from 4 to 10 p.m. Oct. 23. Organizers will also sell Love Ride memorabilia at the dealership at 3717 San Fernando Road over the weekend.
“We’d rather try to hang on to what we have and cut our losses than lose it all and potentially more than we can afford,” Shokouh said, adding that the charity ride might return next year. “We’ll have to wait and see what happens to the state of the economy. We’ll see if we have the resources and energy and proper climate, but the vision’s always been great.”
