Loam Cycling Journal

06/02/2026

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.

06/01/2026

It’s easy for small towns to look at places like Bentonville, Arkansas, or Moab, Utah, and think: “Well, sure ... but we could never do that here.”

Truth be told, most communities are looking at the finished product instead of the starting point.

What many of today’s well-known cycling destinations figured out early was something surprisingly simple: People will travel for experiences. Especially experiences that feel authentic, scenic, adventurous, and different from everyday life.

That’s where cycling events come into the picture.

Discover how cycling events help small towns grow tourism, create economic impact, and generate long-term visibility through storytelling, social media, and community momentum.

05/31/2026

People can’t visit places they don’t know exist.

That’s why outdoor events matter.

They introduce people to communities they might have otherwise driven right past.

And when the experience is memorable, people share it.

Sometimes tourism starts with something as simple as giving people a reason to show up.

05/20/2026

Small towns understand the immediate economic impact of events like bike races. Hotels fill up. Restaurants get busy. Coffee shops see a rush of customers.

But there’s another layer of value many communities still overlook: visibility.

Every cycling event generates thousands of photos, videos, stories, recap posts, and conversations online. Riders become storytellers, and social media becomes tourism marketing.

In this new article, I explore how cycling events create both economic impact and Earned Media Value (EMV), why influencer-style storytelling matters, and why content is now part of a town’s tourism infrastructure.

Read more: https://bit.ly/4v4GOTS

04/15/2026

Most social media posts disappear in less than 24 hours.

Then what?

If that’s the only place your race story lives, it gets buried just as fast.

Long-form storytelling gives it a longer life.

More depth. More context. More staying power.

Something people can come back to. Share. Trust.

Not everything needs to be fast.

Some stories deserve to last.

04/13/2026

How do you consume race content?

04/10/2026

You can have the most effective and efficient strategy for marketing, promoting, and spreading the word about your race.

However ...

If the whole brand experience falls flat, it was more hype than substance.

Growing awareness of your race is essential. So is making it as memorable as possible.

04/09/2026

How will people find out about your race?

04/09/2026

Why do some races sell out within minutes of opening registration, but other races never seem to catch momentum?

What separates one race from another?

04/02/2026

Last year, I stood on the side of a wide Eastern Oregon highway and watched a field slowly come apart with the snow-capped Wallowa Mountains in the background.

Not explode.

Not some dramatic highlight-reel moment.

Just … come apart.

It was late morning. That dry Eastern Oregon light that makes everything feel sharper than it probably is. I could hear freehubs and the hum of tires on the road before I could see faces.

Learn more about the Baker City Cycling Classic.

A behind-the-scenes look at the Baker City Cycling Classic, a premier Eastern Oregon stage race known for challenging courses, crosswinds, and its role as a proving ground for elite cyclists.