It's the Running of the Bulls and La Tomatina, American-style.
A Boston company is staging stateside versions of two of Spain's celebrated annual traditions. The Great Bull Run has announced an initial nine cities where attendees can participate in live bull runs and tomato food fights.
Co-founders Bradford Scudder and Rob Dickens decided to tailor the bull run to American audiences after failing to check off the Spanish version from their bucket lists. During Spain's Running of the Bulls, the animals are let loose from a corral to stampede through Pamplona's narrow streets as spectators race in front of and alongside them on the way to the bullfight ring.
"It's something that we had always wanted to do — and we knew a lot of people who always wanted to do it — but never had the chance," Dickens said. "It's just not a very feasible thing for most people."
The Great Bull Run is a day-long festival, with participants paying for one bull run (held hourly 9 a.m.-4 p.m. for up to 1,000 people each) and one Tomato Royale fight (held three times daily). They also get to enjoy live bands, mechanical bull rides, games, food and beer.
Slatted fences will line the quarter-mile "bull run" courses, allowing participants to climb over or slide under to escape the dozen bulls. Nooks also provide sanctuary. But participants, who must sign waivers, still run the risk of getting gored or otherwise injured.
"It is a dangerous event, and that's the entire thrill of it," Dickens said. "It's like skydiving, mountaineering or rock-climbing. If it was safe, no one really would want to do it."
Unlike in Spain, the bulls won't be killed later in bullfights.
"They do a lot of things to the bulls in Spain that many people view as inhumane to make them more aggressive and to make sure that they run the course," Dickens said. "We treat the bulls very, very well. We understand that people have different opinions on the use of animals for entertainment purposes, but we take every precaution to ensure that our animals are treated humanely."
The Great Bull Run kicks off at Virginia Motorsports Park on Aug. 24. There's no New England stop yet, but the company hopes to find a suitable venue.
Dickens and Scudder also oversee the 20-city Rugged Maniac obstacle race series.
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