Roam & Reach

05/27/2026

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.

05/27/2026

Small towns don’t need to become the next Aspen or Moab to create momentum.

Sometimes it starts with a gravel race, a trail system, or a weekend event that gives people a reason to show up, explore, and come back.

The bigger opportunity? Learning how to turn those experiences into long-term visibility through storytelling, content, and community.

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.

Discover how cycling events create economic impact, tourism visibility, and Earned Media Value (EMV) for small towns through storytelling, social media, and organic content.

04/20/2026

Every race has a personality.

That's because behind every race is a race director and promoter, each with their own personality ... serious, goofy, fun-loving, quirky, snarky, etc.

You can feel it on race day. Now let that show up on social media.

04/17/2026

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. Learn how race directors can showcase their event’s identity on social media to attract the right riders and boost registrations.

04/13/2026

Why B-roll video content matters for your race

04/09/2026

How will people find out about your race?

03/28/2026

Every social media platform is optimizing for one thing.

Attention.

Not context. Not depth. Not your race.

Attention.

That means your post about registration opening is competing against:

▪️Viral crash clips
▪️Pro race highlights
▪️Meme accounts
▪️Influencers
▪️Paid ads from major brands

Oh, and cat videos …

Long-form storytelling is a communication channel that lives long beyond the 24-hour lifespan of a social media post.

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

03/26/2026

There was a time when posting about your race on social media actually meant something.

You could share a few photos, write a quick caption, maybe tag a sponsor or two, and people would see it. Riders would register. Momentum would build.

That time is gone.

Not completely. But enough that it’s worth saying out loud.

You could share a few photos, write a quick caption, maybe tag a sponsor or two, and people would see it. Riders would register. Momentum would build.

03/24/2026

I am fascinated by all the ways race directors spread the word about their races ...

Old school flyers and posters
Social media posts (obviously)
DMs to racers and teams
Email newsletters
Plain old emails
Press releases
Long-form storytelling articles
Collaboration posts
(and lots more ...)

Then there are ways beyond your control, like word of mouth from past participants.

What are your top 3 go-to ways?