Something about the oasis, and I'm picturing a promo poster, shot out in the desert, with a diverse group of cyclists with their bikes (young, old, male, female, racing bike, comfort bike, dirt bike, full kit, baggy shorts) all laughing and squirting each other, having a water-bottle-fight with their (your shop's) cycling water bottles.
A feeling of community for all cyclists, a playful feel, but still with the presence of some racing folks...like hard-core, but friendly for all.
"The best rides are the ones where you bite off much more than you can chew, and live through it." ~ Doug Bradbury