Roam & Reach

With big gravel events like Unbound Gravel garnering millions of social media impressions and global attention, it raises an interesting question:

Is this a viable path forward for rural communities?

Unbound attracts roughly 5,000 racers and generates millions of dollars in economic impact for Emporia, Kansas, each year.

But perhaps the bigger story isn’t the race itself.

It’s what happens when a small town embraces an event, tells its story well, and creates an experience people want to travel for.

Not every community needs an Unbound. Most shouldn’t try to be.

What fascinates me is the relationship between the event and the community.

Does the race director create the momentum and the town follows?

Does the town embrace the event and help amplify it?

Or is the real magic found when both work together?

Rural communities across the country are searching for economic opportunities. I think outdoor recreation, events, and tourism deserve a seat at that table.

What do you think? Can cycling events be part of the future for small-town economic development? And who should be leading the charge?

I’ve worked with a lot of race directors over the years.

Different regions. Different disciplines. Different goals.

But one thing always stands out to me the moment I show up on race day: Every race has a personality.

You can feel it before the start.

You don’t have to manufacture it. It’s already there, since it is usually an extension of the race director’s personality.

However, there is a problem.

Too often, races don’t translate that personality to social media.

Every Race Has a Personality. Your Social Media Should Show It. - Sean Benesh Every race has a personality. Learn how race directors can showcase their event’s identity on social media to attract the right riders and boost registrations.