Every year, the gravel cycling world turns its attention toward Emporia, Kansas.
Thousands of riders from around the world travel to Unbound Gravel. The event attracts roughly 5,000 participants and generates millions of dollars in economic activity for the community. For a few days each year, Emporia becomes the center of the gravel universe.
It’s an impressive success story.
But I think many rural communities are asking the wrong question.
The question isn’t, “How do we become the next Emporia?”
The better question might be, “What is our version of Dufur?”
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.
Race mornings in small towns are special. I love watching these communities come alive in a different kind of way.
Coffee shops and breakfast places are packed before sunrise. Bike traffic noticeably spikes around town. Hotels that might normally sit half-empty during shoulder season are booked out. Downtown streets buzz with energy.
For many rural communities, cycling events such as gravel races, mountain bike festivals, fondos, and stage races provide an immediate and visible economic boost.
