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Permalink Reply by Kevin C Dormant on May 13, 2016 at 9:52am

Can't speak for ATA, but I suspect: dwindling interest, inconsistent branding (BLT, 4 star, 4 star bike and chow, BLT), difficulty charging people to ride on roads which they are free to ride themselves, and a poor ROI.  

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Permalink Reply by R.D. Yant on May 13, 2016 at 10:00am

Personally, I have always enjoyed this ride, regardless of the name, as it gave me an excuse to explore parts of the city I would not otherwise see.

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Permalink Reply by Kevin C Dormant on May 13, 2016 at 10:19am

Lots of rides can afford you that opportunity. Perimeter Ride. Lee Diamond's neighborhood bike tours, Chicago Architecture Foundation rides...

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Permalink Reply by curt(is) locke on May 15, 2016 at 6:07pm

ROI??

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Permalink Reply by Tom A.K. on May 15, 2016 at 6:38pm

http://www.investinganswers.com/financial-dictionary/technical-anal...

(ROI) = Return on investment

It may no longer be financially feasible to move forward with this tour.

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