Looks pretty cool. I have a friend who did part of it last year.

100K or 60K (60 or 40 miles)
$40 to register
Shirt and other schwag given out
Raffle at the end (bianchi bike looks to be the main prize)
Timing chip
yada, yada, yada

Then after the ride the pros (UCI) race the course and you get to watch from a VIP tent with a jumbotron and whatnot while chowing down on what I can only imagine will be a substandard boxed lunch.... or something to that effect...