£25,000 of a Welsh Government grant aimed at helping the town of Aberystwyth recover from the storms that have battered it in recent weeks will be spent on hosting a round of the Tour Series in May in the hope that the event may help kick-start the tourist season and show that the town is "open for business."
The town has been in the national headlines in recent weeks as storms repeatedly wreaked havoc on its promenade, leading to hundreds of students having to be evacuated from university accommodation on its seafront.
Ceridigion Council has received £560,000 in funding from the Welsh Government to help repair the damage and boost tourism, and plans to use £25,000 of it to bring the Tour Series back for a fourth successive year, reports the Cambrian Times.
Bronwen Morgan, the council's chief executive, said: "A part of the funding has been alocated to gap-fund the Tour Series cycle event to be held on the promenade on Friday 23 May.
"This event will be covered by ITV4 showing the start and finish of the race events on the promenade.
"The event is part of the weekend Cycle Festival organised in Aberystwyth.
"Officers will prepare a list of the works required in Aberystwyth and along the coast to Visit Wales to consider use of some of the £560,000 allocation."
She added: "In addition to the Tour Series event, consideration is being given to other events which could capture national attention and publicity to focus upon the promenade."
According to a council spokesman, bringing the event back to Aberystwyth - Rapha-Condor-JLT's Ed Clancy won there last year - will demonstrate that the town is "open for business."
He said: "The Tour Series event is opportune in advance of the main holiday season in the summer.
"Ceredigion Council is in discussions with Visit Wales, looking at ways and means by which we could promote a positive image that Aberystwyth is up, running and open for business.
"The majority of the funding will be used for repairs and improvements to our tourism infrastructure and along the coast."
Mayor of Aberystwyth Wendy Morris-Twiddy said: "Any available funds to repair our town and market the fact that we remain open for business is gratefully received.
"Every penny being used in the tourism infrastructure and marketing needs to be spent wisely, and I hope the people of Aberystwyth and the surrounding area get their say in this," she added.
Born in Scotland, Simon moved to London aged seven and now lives in the Oxfordshire Cotswolds with his miniature schnauzer, Elodie. He fell in love with cycling one Saturday morning in 1994 while living in Italy when Milan-San Remo went past his front door. A daily cycle commuter in London back before riding to work started to boom, he's been news editor at road.cc since 2009. Handily for work, he speaks French and Italian. He doesn't get to ride his Colnago as often as he'd like, and freely admits he's much more adept at cooking than fettling with bikes.