INDEPENDENT STORYTELLING PLATFORM DOCUMENTING GRASSROOTS RACE CULTURE AND THE COMMUNITIES BEHIND IT
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Public Relations
I’ve been a part of more gravel races than I can count. Most of the time, my role is that of a photographer, capturing the moment. On some levels, that sounds exhilarating. While it is a blast, most of my time is spent waiting, watching … and thinking.
Recently, I shot photos at Cascadia Super Gravel outside of Olympia, Washington. It was my first time there. While I’ll circle back around to more details of the event itself, I want to pick up where I left off in that first paragraph … thinking.
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.
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. Social media is no longer a reliable way to grow a race.
