There’s a new festival-style road race coming to London, Ont., and organizers are hoping to make it a regular summer tradition.

The Rock the Road 10K is modelled after some of the “Rock ‘n’ Roll” events in the United States, aiming to give runners a memorable and inspirational experience from start to finish, organizer Brandon Laan said.

Laan and his sister Chantelle Wilder are both elite runners who have made it their goal to help London get fit and active. They’re hoping to draw about 2,000 participants for the race, which includes a total of $3,500 in prize money.

There will be a pre-race expo, carnival-style decorations and bands along the spectator-friendly course. “The best road races are the ones that are efficient and exciting from registration to finish line,” Wilder said.

Both Laan and Wilder started the website Runners Feed Ltd., which provides advice, training tips and news from the local running scene.

Proceeds from the Rock the Road 10K will benefit The Sunshine Foundation — a London-based non-profit that helps seriously ill or disabled children. Registrants will have the opportunity to pledge and donate when they register online.

Laan is hoping to make this an annual event, reviving the road racing scene in London, which recently lost its marathon.

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