What’s All the Hoopla About? $10,000 for the Outdoors

Devils Backbone Brewing Company’s “Road to Hoopla” was more than just a good time, with proceeds from the concert going to support the outdoors.

The brewery donated $10,000 to the Roanoke Outside Foundation, thanks to the event which drew 4,000 people to Elmwood Park in Roanoke.

Live music, craft beer, and the outdoors are a natural fit, which led to this first-year partnership.

Funds will help further the Roanoke Outside Foundation’s mission to make outdoor activity and environmental stewardship a core component of the Roanoke Region’s lifestyle with a “conservation through recreation” philosophy.

“All dollars donated through beer sales on August 3 will be used to continue development of outdoor assets and create new ways to show outdoor enthusiasts all the opportunities in their backyard,” said Julia Boas, events manager for the Roanoke Outside Foundation.

Past projects from the Roanoke Outside Foundation include building a kayak launch on the Roanoke River, a low-profile dock at Carvins Cove and the first phase of the Morningside Bike Park as well as supported three other water access projects across the region.

Devils Backbone founders and employees are passionate about the outdoors and understand the impact things like trail development, river access, and creating opportunities for people from all backgrounds can have both on a region’s quality of life and as an economic driver.

“We were really lucky to be able to partner with Roanoke Outside Foundation on our Road to Hoopla event, and we’re ecstatic that the event raised so much for such a worthy cause,” said Devils Backbone Marketing Director Marisa Black. “Roanoke is a local community that has been essential to our growth as a brewery and the residents showed up in spades to listen to the amazing bands, drink some great beer, and have a fun Saturday afternoon in the park with the whole family. We are excited to see how Roanoke Outside puts these funds to good use in the coming months.”