"This year we're limiting the number of cyclists to 75," said Erik Fallenius, describing plans for the First Annual Mountains to the Desert Ride, 132 miles from Telluride to Moab on Saturday, Sept. 25. "But I predict that next year we'll have 150 riders, and the year after that, three or four hundred."

Thus are big plans hatched.

Fallenius hopes not only to raise as much as $100,000 for the Just For Kids Foundation, but also to bring a major road biking event back to Telluride.

The idea derives from successful fundraisers Fallenius has undertaken for Just For Kids in the last two years. In 2002, he participated in the Ironman Triathalon in Hawaii. Last year he ran in the New York Marathon. Both times, he solicited sponsorships as a way to raise donations for Just For Kids, collecting about $45,000 each time. The idea is to build on that success by creating a marquee Telluride event that will serve as the foundation's annual fundraiser, and at the same time to entice others into supporting Just For Kids in the same way he has: by seeking sponsorships for their participation in an athletic event.

"Participating in an athletic event gives you a reason to ask for a donation," Fallenius explained.

"I've wanted to do an event here," he added. "Coming from an athletic background, as a cyclist who goes on long rides around here on our beautiful roads, it seemed like an obvious thing to do. To be able to ride from the mountains to the desert is something really special."

Fallenius has joined with J. Michael Brown of Paragon Ski & Sport, Chris Miller of Moots Bicycles and local developer Dick DePagter as partners in the venture.

Just For Kids was founded by developer Bill Carstens to funnel money to local nonprofits to support programs benefiting children in the region. Fallenius has served as president since the foundation's founding. Some 2 1/2 years later, Just For Kids has already awarded about $225,000 in grants to local nonprofits, Fallenius said, an average of $90,000 a year.

For every $100 that participants in the Mountains to the Desert Ride raise, they will receive one ticket in a raffle. The winner of the drawing at the ride's end wins a Moots bicycle.

Registration for the ride is $55 and includes a T-shirt, water bottle and a voucher for a post-ride feast catered by Eddie McStiff's of Moab. There will be three aid stations along the route, at Norwood, Bedrock and La Sal, and another at the finish in Moab.

Sponsors, along with Just For Kids and Fallenius's business, Nevasca Realty, are Moots, Paragon Ski & Sport, Eddie McStiff's, and the Telluride Association of Realtors.

"Over a couple of years, Mountains to the Desert should become a premier Rocky Mountain cycling event," Fallenius said. "So to participate in the first annual will be something special. This is a great ride and late September is a wonderful time to do it. There's nothing else going on and it's not too hot."

As an additional incentive to riders to participate, Bill Carstens has pledged to match every dollar that is raised for Just For Kids with another dollar, up to a maximum of $50,000.

Cyclists should contact Paragon Sports for more information and for registration forms, as should volunteers.

"We need both," said Fallenius.

To donate directly to Just for Kids contact Fallenius at 728-4454.