September 14, 2009 (Mont Tremblant, QC) – While Canada’s cycling industry convened in Montreal for the annual ExpoCycle show and the launch of 2010, the biggest name in cycling, Lance Armstrong (Radio Shack), the seven-time Tour de France winner, was only two hours away at Mont Tremblant participating in a charity ride on Friday morning near this picturesque Laurentian resort.

Later that evening Armstrong gave a talk at the Cedars Cancer Heroes Night with Lance Armstrong and Friends charity auction at the Casino de Mont-Tremblant, which opened in June 2009 and is operated by the Quebec government. These events, sponsored by Montreal’s Cedars Cancer Institute (affiliated with McGill University), attracted an audience of local celebrities.

Unfortunately, Armstrong did not show at a late afternoon cocktail hour event prior to the evening activities where we were hoping to spend a few minutes with the celebrated cyclist from Austin, Texas. We wanted to find out more about his new Radio Shack team and recent donation to help five Ottawa cyclists who were victims of a brutal hit-and-run traffic accident, including any other ties he has with Canada. We’ve also heard rumours recently that he may soon run for governor of Texas.

The weather was perfect for the Tour de Lance, a 100km charity ride that was ultimately “won” by Phil Ligget, 66, the famous British Tour de France sports commentator who has followed the Tour since 1978. Some $2 million was raised for cancer research by the 46 participants.

Ligget told us he wasn’t sure what speed the pack rode at, but they finished the ride in about three and a half hours, “and we rode pretty fast on the last stretch.” Participating rider, Chantale Germain of Tremblant village, confirmed that the average speed was about 30kmh but that they attained speeds of 42kmh near the finish. She described how riding with Armstrong was “like riding with a friend,” and how he was approachable, chatty, and clearly remembered things that she’d told him earlier in the day.

Local municipalities reacted to Armstrong’s visit as if it were royalty apparently spending tens of thousands of dollars patching potholes on roads used for the ride. After a similar ride in 2008, Armstrong was vocal about some of Quebec’s famous potholes at a speech where he was accompanied by Quebec premier, Jean Charest. Road maintenance is a responsibility shared between the Quebec and municipal governments, but Charest simply laughed off the criticisms then.

There was no sign of Premier Charest this year at the $1,500-a-plate auction and dinner that attracted some 200 people. The most notable politician there was Justin Trudeau, the MP for the Papineau riding and son of the late Prime Minister Pierre Elliot Trudeau. Trudeau and his wife, Sophie, were sitting with retired hockey legend Jean Beliveau and his wife, Elise. When Armstrong arrived about 9:30pm, he then sat next to the Beliveaus.

Many shaved heads were visible among the crowd and commentators referred to cancer survivors – including Armstrong – as “heroes.” Jean Beliveau and musician Kate McGarrigle were also indicated as “heroes.”

The Casino de Mont-Tremblant, operated by the Quebec government, opened in June 2009 next to downhill runs on the ski mountain at this upscale resort.